Podcast Summary: Episode 151 | Print on Demand Q4 Strategy for Explosive Sales—with Brittany Lewis

Introduction to the Episode and Guest

In Episode 151 of "How to Sell Your Stuff on Etsy," host Lizzie Smiley welcomes Brittany Lewis, a top 1% Etsy seller and renowned Print on Demand (POD) coach. Released on October 17, 2024, this episode delves into effective Q4 strategies to maximize sales on Etsy, particularly through POD methods. Brittany brings over six years of experience in consulting Etsy sellers, helping them scale their shops organically without relying on paid ads or social media-driven traffic.

Brittany Lewis’s Background and Success on Etsy

Brittany Lewis shares her journey of becoming a successful Etsy entrepreneur. Starting in 2014, she initially faced challenges with her first Etsy shop selling home decor in glass frames, which failed due to product fragility. Two years later, she pivoted to selling handmade Raven Festival wear, creating high-waisted shorts and other unique items. The turning point came in 2016 when Brittany discovered Print on Demand, allowing her to focus on creating designs without the hassles of production. This shift not only stabilized her business but also fueled her passion for teaching others.

“Print on Demand changed my life entirely, changed my trajectory on Etsy. It changed everything for me.” ([04:26])

Key Strategies for Q4: Customer-Centric Approach

A central theme of the discussion is the importance of adopting a customer-centric approach, especially during Q4—a critical period for holiday sales. Brittany emphasizes shifting focus from seller-centric to customer-centric strategies, ensuring that sales become a byproduct of providing what customers genuinely seek.

“We have to forget about ourselves as the seller and dive completely into what customers are actually actively searching for.” ([07:19])

Success Stories and Testimonials

Brittany highlights the success of her student, Tracy, who sold $1.3 million in POD products over the past year. Tracy's achievement underscores the effectiveness of Brittany's teaching methods, which focus on understanding customer demand and maintaining bestseller status without relying on constant listing updates.

“She is the most customer-centric seller that I've ever worked with. She's obsessed with her customers, she's obsessed with research, she's obsessed with building her mental archive.” ([09:34])

Managing Copycats and Maintaining Bestseller Status

Addressing common concerns about copycats in the POD space, Brittany explains that maintaining a bestseller status involves staying ahead through continuous research and innovation. By understanding customer needs and consistently delivering high-demand products, sellers can mitigate the impact of copycats.

“If you are customer centric in a way that you're always learning more, you're always creating the next bestseller, the algorithm is going to recognize that and it's going to carry you.” ([12:21])

Emotional Connection and Niche Selection in Design

Brittany discusses the significance of emotional connection in product designs. She advises sellers to choose niches they resonate with and build a deep understanding of their target audience's emotions and preferences. This approach fosters loyalty and repeat business, essential for sustained success.

“Emotions create sales. So if you can make somebody feel something and resonate with your design, they're going to buy it.” ([15:11])

Avoiding Burnout and Adopting the Right Mindset

The conversation shifts to preventing burnout by maintaining a focus on doing the right work rather than obsessing over immediate results. Brittany advocates for enjoying the creative process and building expertise, which naturally leads to increased sales without the pressure of constant result monitoring.

“Burnout comes from focusing on results. If you aren't focused on results, you're just going to have fun.” ([29:21])

Q4 Holiday Strategies: Trend Combining vs. Generic Designs

Brittany advises against the common practice of creating generic holiday-themed products. Instead, she proposes "trend combining"—integrating year-round trending themes with holiday motifs to create unique and desirable products. This strategy helps sellers stand out in a saturated market and leverages established demand.

“Trend combining all year round. I teach people how to take multiple things and seamlessly blend them into a single design to create a hyper-trending design.” ([35:56])

Tools and Resources: Hello Custom and Printify

Highlighting innovative tools, Brittany introduces "Hello Custom," an AI-powered app that automates the customization process for POD products. This tool allows sellers to offer personalized products without the additional manual effort, enhancing efficiency and profitability.

“Hello Custom will take that field and it modifies your text on your design to match the personalization. And then they just send you a note to double check and approve it so it doesn't go to the print without you making sure it's done right.” ([20:33])

Additionally, Lizzie shares her positive experience with Printify, a POD provider praised for its extensive product range, quality, and seamless Etsy integration.

Brittany’s Offerings: Top Seller Secret, Wolf School, Research Revolution

Brittany presents her comprehensive coaching programs designed to help Etsy sellers scale their businesses:

1. Top Seller Secret: A master course that forms the foundation of her teaching, bundled with "Research Revolution," which dives deep into her research methodologies using platforms like Instagram.

2. Wolf School: A monthly membership offering trend-spotting, mindset training, design workshops, and group coaching calls. This program provides ongoing support and resources to help sellers stay ahead of market trends.

3. Research Revolution: Focuses on leveraging Instagram for understanding consumer demand and transforming that insight into actionable designs using tools like Canva.

“Top Seller Secret, if you're 110% in, if you want to just hit the ground running, that's where you should start.” ([54:38])

Conclusion and Final Thoughts

The episode concludes with mutual appreciation between Lizzie and Brittany, highlighting Brittany's impactful coaching and the transformative effect it has on Etsy sellers. Brittany reiterates that success on Etsy, especially during Q4, hinges on understanding and meeting customer demands through continuous research and emotional connection, rather than following seasonal fads.

“If you're doing the right work, the algorithm's entire job is to locate the shops, the sellers, doing the right work.” ([27:25])

Listeners are encouraged to explore Brittany's resources and apply her customer-centric strategies to achieve explosive sales, particularly in the critical Q4 period.

Notable Quotes

• “Print on Demand changed my life entirely, changed my trajectory on Etsy. It changed everything for me.” – Brittany Lewis ([04:26])

• “We have to forget about ourselves as the seller and dive completely into what customers are actually actively searching for.” – Brittany Lewis ([07:19])

• “Emotions create sales. So if you can make somebody feel something and resonate with your design, they're going to buy it.” – Brittany Lewis ([15:11])

• “Burnout comes from focusing on results. If you aren't focused on results, you're just going to have fun.” – Brittany Lewis ([29:21])

• “Hello Custom will take that field and it modifies your text on your design to match the personalization.” – Brittany Lewis ([20:33])

Final Thoughts

This episode offers invaluable insights for Etsy sellers aiming to optimize their Q4 sales through a customer-centric, research-driven approach. Brittany Lewis’s expertise and proven strategies provide a roadmap for both new and seasoned sellers to achieve sustained success on Etsy.