Podcast Summary: Crickets to Cha-Chings Episode 191 - When Etsy Sales Double in Q4.. Use Everbee This Way with Founder Cody McGuffey

Introduction

In Episode 191 of the Crickets to Cha-Chings podcast, host Julie Berninger welcomes Cody McGuffey, Founder and CEO of EverBee, to discuss strategies for Etsy sellers aiming to double their sales, particularly during the crucial fourth quarter (Q4). Released on October 29, 2024, this episode delves into leveraging data tools like EverBee to enhance product research, drive traffic, and optimize sales on Etsy.

Guest Background

Cody McGuffey introduces himself as the founder and CEO of EverBee, an e-commerce platform assisting over 650,000 users worldwide in creating, growing, and scaling their online businesses. He emphasizes that a significant portion of EverBee’s clientele comprises Etsy sellers, focusing on product research and email marketing to help them identify profitable products and reach their target audience effectively. Beyond his professional role, Cody shares his personal life as a husband and father of two, with a third child on the way in December, highlighting his commitment to balancing entrepreneurship with family life.

Overview of EverBee

EverBee serves as a powerful tool for Etsy entrepreneurs, enabling them to conduct thorough product research, analyze market trends, and implement effective email marketing strategies. Julie Berninger, the host, praises EverBee for simplifying her podcast preparation by generating relevant product ideas effortlessly. She recounts using EverBee to create content around products nurses can sell, demonstrating the tool's practical applications and user-friendly interface.

The Importance of Data in Etsy Selling

Cody underscores the significance of data-driven decision-making in building a successful Etsy business. He explains, “It’s one thing to have intuition, but it’s another thing to actually put numbers to that intuition and then you could really lean into a niche or product category or something like that with full confidence” (02:00). By leveraging data, sellers can validate their ideas, reduce guesswork, and confidently pursue strategies that align with market demand, ultimately leading to increased sales and business growth.

Key Etsy Trends: Personalization and Customization

One of the primary trends Cody identifies is the rising demand for personalized and customized products. He states, “Whether it's a gift or it's a product, it will always convert higher and it's the easy way to differentiate yourself in a sea full of products and sellers” (04:45). Personalization allows sellers to stand out in a crowded marketplace, catering to customers' desires for unique and tailored items. Julie corroborates this by sharing her recent experience purchasing personalized products for a child’s birthday, reinforcing the trend's effectiveness in driving sales.

Tools for Personalization: Canva's Dominance

When discussing tools for adding personalized elements to products, Cody highlights Canva as the preferred choice among EverBee users. He mentions, “Canva is probably” the most popular tool, noting its user-friendly nature and widespread adoption (06:27). Julie adds that Canva has become the dominant option since 2019, surpassing alternatives like Cordial by making personalization accessible even to end customers without specialized skills. This widespread familiarity with Canva among buyers enhances its utility for sellers aiming to offer customizable products.

Niche Strategies: General Stores vs. Specialized Shops

Cody explores different niche strategies, comparing general stores to highly specialized shops. He shares insights from successful sellers who operate general stores yet achieve substantial sales by targeting specific sub-niches within broader categories. For instance, a seller might combine seasonal themes like Halloween with niche interests such as pickleball, creating targeted products that resonate with distinct customer segments (08:17). On the other hand, he acknowledges that certain niches, like business professionals (e.g., real estate agents, insurance agents), provide stable and predictable revenue streams, albeit with slightly slower growth.

The Role of Social Media in Etsy Success

A significant portion of the discussion revolves around the necessity (or lack thereof) of social media for Etsy success. Cody reveals that most EverBee users do not rely heavily on social media, stating, “These people don't have socials most of the time” (11:44). Instead, success is often driven by optimizing Etsy listings and utilizing tools like EverBee to enhance visibility and sales. While having a strong social media presence can provide an edge, Cody emphasizes that it is not a prerequisite for success on Etsy. He advises sellers to focus on top-of-funnel strategies, such as growing their email lists and utilizing email marketing, rather than getting overwhelmed by content creation for social platforms.

Seasonal Sales Trends: Q4 and Beyond

Julie and Cody delve into the dynamics of seasonal sales on Etsy, particularly the significant spike in sales during Q4. Cody confirms, “Q4 will probably double just as far as like volume of revenue on the Etsy platform” (14:02), highlighting that successful sellers often double their revenue during this period. Additionally, events like Mother’s Day and Father’s Day contribute to substantial revenue boosts. Contrary to the common belief that Etsy sales slow down during the summer, Cody shares surprising data indicating consistent sales activity throughout the year, including during the summer months, which dispels the myth of Etsy’s seasonal lethargy (18:23).

International Selling Insights

The conversation touches on international selling, particularly noting the active presence of Australian sellers in the Etsy community. Julie observes that while the US remains the dominant market for printables, countries like the UK, Canada, and Australia also contribute significantly. Cody recommends that sellers consider tapping into multiple markets simultaneously, as digital products and print-on-demand services transcend geographical boundaries, allowing sellers to reach diverse audiences without logistical constraints (16:21).

Upcoming Features: Daily Trends in EverBee

Looking ahead, Cody shares exciting developments for EverBee, including the introduction of “Daily Trends.” This feature aims to provide more granular, day-by-day data on product performance, enabling sellers to make informed decisions about when to list products and identify emerging trends prematurely. He explains, “Everbee is actually, we're building, we're calling it Daily Trends for now, but basically it's going to have the data that we already have, which is monthly revenue, which is very important” (19:47). This enhancement promises to offer deeper insights, allowing sellers to strategically time their product launches and capitalize on trending items more effectively.

Data Accuracy and EverBee’s Relationship with Etsy

A critical question addressed is the accuracy of EverBee’s data. Cody candidly acknowledges that no data tool can provide 100% accuracy due to Etsy's data sharing restrictions. He explains EverBee’s methodology, which includes analyzing review ratios and employing machine learning to estimate sales figures with approximately 80% accuracy (24:45). Cody emphasizes the importance of using data as a directional tool rather than an exact metric, encouraging sellers to combine EverBee’s insights with their intuition and creativity. Additionally, he highlights EverBee's direct relationship with Etsy, which allows for collaborative improvements and better API integrations, enhancing the tool’s reliability and functionality (29:01).

Final Advice from Cody

In his concluding remarks, Cody offers motivational advice to Etsy entrepreneurs. He urges sellers to persevere, emphasizing that entrepreneurship is challenging but rewarding. “Entrepreneurship is so hard. Digital entrepreneurship is, is so hard, but it's so worth it” (29:51). Cody highlights the ultimate goals of financial, location, and time freedom achievable through selling digital and print-on-demand products, encouraging sellers to stay committed and continuously iterate their strategies for long-term success.

Host’s Reflections

Julie Berninger shares her personal journey of founding Gold City Ventures, reflecting on the freedom and flexibility that come with running an online business. She recounts her initial inspiration to create courses for printables on Etsy and the significant impact it has had on her life, balancing motherhood and entrepreneurship. Julie expresses gratitude for Cody’s insights and the collaborative spirit between entrepreneurs and tool providers like EverBee, reinforcing the podcast’s mission to empower Etsy sellers.

Conclusion

Episode 191 of Crickets to Cha-Chings offers invaluable insights for Etsy sellers aiming to upscale their businesses. Cody McGuffey’s expertise with EverBee underscores the importance of data-driven strategies, personalization, niche targeting, and understanding seasonal trends to maximize sales. The discussion demystifies the role of social media, provides clarity on international selling, and previews upcoming features that will further empower Etsy entrepreneurs. Cody’s candid remarks on data accuracy and his encouragement to persist in the face of challenges serve as motivating takeaways for listeners striving to achieve success on Etsy.

Notable Quotes

• Cody McGuffey (02:00): “It's one thing to have intuition, but it's another thing to actually put numbers to that intuition and then you could really lean into a niche or product category or something like that with full confidence.”

• Julie Berninger (05:15): “If you have not thought of how to personalize your products, do it. And to Cody's point, any type of product could be personalized.”

• Cody McGuffey (11:44): “These people don't have socials most of the time… but people that do have socials have, do have an advantage though.”

• Cody McGuffey (14:02): “Q4 will probably double just as far as like volume of revenue on the Etsy platform.”

• Cody McGuffey (18:23): “There's a lot of sales like million hundreds of millions of dollars that are happening always all the time.”

• Cody McGuffey (24:45): “No data tool is absolutely accurate with revenue or sales. It's just not possible reason right now the reason why it's not possible is because Etsy doesn't share this data.”

• Cody McGuffey (29:51): “Entrepreneurship is so hard. Digital entrepreneurship is, is so hard, but it's so worth it.”

Resources Mentioned

• EverBee: EverBee Website
• Cody McGuffey on LinkedIn: Cody's LinkedIn
• EverBee YouTube Channel: EverBee YouTube
• Built Online Podcasts: Available on Apple Podcasts, Spotify, and YouTube