Podcast Summary: Ep 177 | Beat the Etsy Summer Slump with Strategic PR Features – with Gloria Chow

Podcast Information:

• Title: How to Sell Your Stuff on Etsy
• Host: Lizzie Smiley
• Description: Designed for aspiring and established Etsy entrepreneurs, this podcast delves into launching, growing, pivoting, and scaling Etsy shops while fostering the mindset and skills necessary to run a successful business. Hosted by Lizzie Smiley, a seasoned work-at-home mom with multiple online ventures, the podcast covers business strategies, creativity, customer engagement, and more.

Episode Overview: In Episode 177, titled "Beat the Etsy Summer Slump with Strategic PR Features," host Lizzie Smiley welcomes back PR strategist Gloria Chow to discuss effective public relations strategies that Etsy sellers can employ to maintain and even boost their sales during traditionally slower summer months. The episode provides actionable insights into leveraging PR to gain media features, enhance credibility, and reach targeted audiences without significant financial investment.

1. Introduction to the Summer Slump Myth

Lizzie Smiley begins by challenging the common belief that Etsy experiences a sales slump during the summer. She emphasizes that sales fluctuations are often product-dependent and suggests that with the right strategies, sellers can thrive regardless of seasonal trends.

Notable Quote:

"I personally think it is such a myth that Etsy just dies in the summer. It just depends on what you sell."
— Lizzie Smiley (02:30)

2. The Power of PR for Etsy Sellers

Gloria Chow introduces the concept of PR as a game-changer for Etsy sellers. She explains that PR isn't just for celebrities or large brands but is accessible and beneficial for small businesses and solopreneurs.

Key Points:

• PR involves getting featured in media outlets like magazines, websites, and gift guides.
• Such features provide SEO benefits, credibility, and direct access to high-intent customers.
• Effective PR requires crafting relevant pitches tailored to specific seasons and audiences.

Notable Quote:

"Journalists don't want to talk to a PR rep. They want to talk to the founder."
— Gloria Chow (06:50)

3. Identifying the Right Media Outlets and Journalists

Gloria outlines strategies for Etsy sellers to identify and connect with journalists who can feature their products in relevant media. She emphasizes the importance of targeting the right categories to ensure features align with the product's niche and seasonal relevance.

Strategies Discussed:

• Source of Sources: A tool that notifies users about journalist requests three times a day.
• Google News Alerts: Setting up alerts for specific keywords related to the product niche.
• Substack: Following journalists' newsletters to stay updated on their content and pitching opportunities.
• Hashtags: Monitoring hashtags like #Ecommerce or #JournalistRequests on social platforms.

Notable Quote:

"PR, really at its core, is writing a good pitch and sending it to the right person."
— Gloria Chow (13:25)

4. Crafting an Effective Pitch

Gloria introduces her CPR framework—Credibility, Point of View, and Relevance—for structuring compelling pitches. She provides a step-by-step guide on creating pitches that resonate with journalists and increase the likelihood of media features.

CPR Framework Breakdown:

• Credibility: Briefly mention any unique story or achievement related to the product or founder.
• Point of View: Highlight three key reasons why the product is ideal for the current season or trend.
• Relevance: Align the product with what consumers are seeking during that time, supported by data or trends.

Notable Quote:

"A good pitch is just something that's relevant for that season, period."
— Gloria Chow (21:04)

5. Proactive Outreach and Follow-Up Techniques

Lizzie and Gloria discuss the importance of taking initiative rather than waiting for media to discover your Etsy shop. They emphasize persistent yet respectful follow-ups to maintain visibility with journalists.

Best Practices:

• Persistence: Follow up once a week for up to three weeks, each time introducing a new angle or update.
• Personalization: Reference specific articles or show genuine interest in the journalist's work.
• Use of Tools: Implement email trackers like Mail Suite or Streak to monitor engagement and optimize follow-ups.

Notable Quote:

"Following up once a week for three weeks max... refresh your angles each time."
— Gloria Chow (26:10)

6. Leveraging Substack for PR Opportunities

Gloria elaborates on the benefits of using Substack as a resource for connecting with journalists. She explains how subscribing to journalists' Substack newsletters can provide early insights into their current and upcoming stories, facilitating timely and relevant pitches.

Key Insights:

• Substack as a News Source: Journalists share their article ideas and requests directly with subscribers.
• Immediate Access: Receive updates on what journalists are working on, allowing for prompt and relevant outreach.
• Building Relationships: Engaging with journalists through their Substack can foster stronger professional connections.

Notable Quote:

"Substack is an AI web search tool that helps you crawl for all of the answers, kind of gives you the best one."
— Gloria Chow (41:06)

7. Adapting PR Strategies to Seasonal Trends

The conversation shifts to how Etsy sellers can tailor their PR pitches to align with various seasonal trends and events beyond the typical holiday rush. Gloria provides examples of successful pitches that went beyond direct product promotion to broader thematic storytelling.

Examples Provided:

• Dermatologist's Sunscreen Feature During Halloween: Linking skin health to Halloween candy consumption.
• Home Decor Subscription Box with Humorous Headlines: Creative angles like "What to Give a Newly Divorced Dad."

Notable Quote:

"It's not about pushing all of the product. It's maybe like one or three items for that season and then just writing a good pitch."
— Gloria Chow (36:02)

8. Etiquette and Best Practices for Pitching

Gloria shares essential etiquette tips for Etsy sellers when reaching out to journalists, ensuring pitches are professional, concise, and respectful of the journalist's time.

Etiquette Tips:

• Be Respectful and Concise: Keep pitches short and to the point.
• Personalize Each Pitch: Avoid generic messages; tailor each pitch to the specific journalist and their audience.
• Avoid Over-Attachment: Understand that not all pitches will receive a response immediately, and persistence is key.
• Provide Value: Offer something beneficial, like an affiliate link or a unique story angle, to make the pitch more enticing.

Notable Quote:

"Don't be hard on yourself because no one's teaching anyone this. It's been gatekept by the industry for so long."
— Gloria Chow (21:04)

9. Tools and Resources for Successful PR

Gloria recommends several tools and platforms to streamline the PR process, making it easier for Etsy sellers to manage their media outreach effectively.

Recommended Tools:

• Source of Sources: For discovering journalist requests.
• Google News Alerts: To stay updated on industry-specific news and opportunities.
• Substack: To follow and engage with journalists directly.
• Perplexity AI: An AI-powered search tool to uncover content ideas and journalist preferences.

Notable Quote:

"Perplexity AI is an AI web search tool that helps you crawl for all of the answers, kind of gives you the best one."
— Gloria Chow (40:09)

10. Final Thoughts and Encouragement

Lizzie wraps up the episode by reiterating the importance of proactive PR strategies in overcoming seasonal sales challenges. She encourages listeners to utilize the tools and techniques discussed to enhance their Etsy business's visibility and success.

Closing Quote:

"There is just not a single one of you that shouldn't be having ideas, shouldn't be taking that PR training."
— Lizzie Smiley (44:31)

Conclusion: Episode 177 of "How to Sell Your Stuff on Etsy" provides invaluable insights into leveraging PR to sustain and grow Etsy businesses during the summer months. With expert advice from Gloria Chow, listeners are equipped with practical strategies to craft effective pitches, identify the right media outlets, and maintain persistent outreach efforts. By embracing these PR techniques, Etsy sellers can enhance their visibility, credibility, and ultimately, their sales, regardless of seasonal trends.

Additional Resources Mentioned:

• Gloria Chow's Masterclass: gloriacuppr.com/masterclass
• Etsy Creator Collective: Etsy Affiliate Program

Relevant Links:

• Episode Transcript (Link to full transcript if available)
• Lizzie Smiley's Courses and Coaching
• Subscribe to How to Sell Your Stuff on Etsy