Podcast Summary: Ep 181 | How an Exercise Physiology Expert Turned Digital Guides into $3k+ in Monthly Etsy Income --with Emily Moravic
In Episode 181 of "How to Sell Your Stuff on Etsy," host Lizzie Smiley welcomes Emily Moravic, an exercise physiology expert who has successfully transformed her expertise into a thriving Etsy business, generating over $3,000 monthly through digital guides. This in-depth conversation explores Emily's journey, strategies, and insights into building a niche Etsy shop that blends professional knowledge with creative illustration.
1. Introduction to Emily Moravic
Lizzie Smiley introduces Emily Moravic as a recreation and exercise instructor with a Master’s in Exercise Physiology and a passion for scientific illustration. Emily’s Etsy shop, "Print at Home, Movement and Happiness," combines her professional background with her artistic skills to offer inclusive and accessible exercise programs. Her work has resonated with thousands of customers and wellness professionals, positioning her as a trusted resource in the health and fitness niche.
Notable Quote:
“I didn’t know it, but I kind of feel like one [a unicorn].”
— Emily Moravic [03:50]
2. The Surprising Start: Leveraging Offsite Ads
Emily shares her initial surprise with Etsy’s offsite ads, particularly Google Ads. When she launched her shop two years ago, her products had minimal presence on the internet. However, Etsy's partnership with Google propelled her products by advertising them where there was already significant demand.
Key Points:
- Offsite Ads Mechanism: Etsy identifies demand on platforms like Google and advertises products accordingly. If a sale results from these ads, Etsy shares a portion of the ad revenue with the seller.
- Impact on Emily’s Sales: Despite her niche products initially having low visibility on Etsy, Google Ads drove a substantial portion of her first six months’ sales.
Notable Quote:
“A ton of my first like six months of sales was offsite ads, offsite ads.”
— Emily Moravic [04:14]
3. Product Strategy: Serving a Niche with Digital Guides
Emily's Etsy shop focuses on the health, wellness, and fitness niche, specifically targeting older adults with inclusive exercise programs. Her products are primarily digital PDFs that offer visual, illustrated guides, merging her expertise in exercise physiology with her talent for illustration.
Key Points:
- Digital Products: High profit margins as they incur minimal costs beyond Etsy’s listing and transaction fees.
- Illustration Process: Initially hand-drawn in journals, Emily now uses Procreate to create detailed and aesthetically pleasing illustrations efficiently.
Notable Quote:
“This is my shop the cornerstone of my shop... making it pretty to me.”
— Emily Moravic [31:50]
4. Marketing and Traffic: Mastering Pinterest and SEO
Emily emphasizes the importance of Pinterest in driving traffic to her Etsy shop. She dedicates Sundays to creating 10-20 pins using Canva and schedules them to post consistently. This strategy accounts for approximately 30% of her shop’s traffic, with Etsy’s SEO contributing the remaining 70%.
Key Points:
- Pinterest Consistency: Regularly creating and scheduling pins helps build a snowball effect, increasing visibility over time.
- Share and Save Feature: By using Etsy’s Share and Save links, Emily reduces transaction fees by earning 4% instead of the standard 6.5% when sales originate from shared links.
Notable Quote:
“Pinterest is wild. It’s just a really cool snowball thing.”
— Emily Moravic [10:15]
5. Handling Trends and Creating Evergreen Content
Emily discusses the challenges of relying on seasonal trends, such as water aerobics, which can cause fluctuations in sales. To maintain a stable income, she is focusing on creating more evergreen products that remain relevant throughout the year.
Key Points:
- Seasonality Issues: High sales during trending periods can drop once the trend wanes.
- Strategic Content Creation: Developing products that address ongoing needs ensures consistent revenue.
Advice from Lizzie: Lizzie suggests creating content tied to different times of the year, such as "back to school fit" or "holiday weight management," to sustain interest beyond peak seasons.
6. The Role of Aesthetics in Product Success
Aesthetics play a critical role in Emily’s Etsy shop. She consciously designs her products to be visually appealing, differentiating her offerings from competitors who may have more generic or less aesthetically pleasing designs.
Key Points:
- Unique Visual Appeal: Distinctive and attractive designs encourage repeat customers and positive feedback.
- Organic Development: Emily’s artistic skills developed naturally, supported by her academic background in scientific illustration.
Notable Quote:
“How do you decide what aesthetic to use... It was just how I express.”
— Emily Moravic [32:56]
7. Mindset and Personal Growth: Intention Setting and Clarity
Emily highlights the significant role mindset plays in her entrepreneurial journey. She practices intention setting daily to maintain clarity and motivation, helping her navigate challenges and stay aligned with her business goals.
Key Points:
- Intention Setting: Establishing daily intentions related to personal and business goals.
- Overcoming Limiting Beliefs: Focusing on self-identity and believing in her ability to succeed without succumbing to imposter syndrome.
Notable Quote:
“It really helps me stay consistent and motivated.”
— Emily Moravic [39:19]
8. Legal Considerations: Protecting Your Business
Lizzie stresses the importance of legal protections for Etsy sellers, especially those offering health-related products. She recommends establishing an LLC to separate personal assets from business liabilities and using clear disclaimers to protect against potential legal issues.
Key Points:
- LLC Benefits: Provides a legal separation between personal and business assets.
- Disclaimers: Clearly state that products are for educational purposes and not medical prescriptions.
Notable Quote:
“Every Etsy seller should have an LLC because it separates your personal assets.”
— Lizzie Smiley [26:30]
9. Advice for Beginners: Leveraging Unique Strengths
Emily advises new Etsy sellers to focus on their unique strengths and passions, ensuring their products reflect what makes them stand out. She emphasizes the importance of serving customer needs and creating products that bring joy and value.
Key Points:
- Identify Your Zone of Genius: Determine what you excel at and how it can translate into a product.
- Serve Your Customers: Listen to customer feedback and create products that address their specific needs.
Notable Quote:
“Really stepping into your own power, like, what you're a genius in... that's pretty important.”
— Emily Moravic [42:26]
10. Conclusion: Connecting with Emily
Emily shares her Instagram handle, @together, where she connects with her audience, responds to queries, and gathers insights to develop new products tailored to her customers' needs.
Final Notable Quote:
“Make your story the best story you’ve ever heard.”
— Emily Moravic [48:16]
Key Takeaways
- Utilize Offsite Ads Wisely: Leveraging platforms like Google can significantly boost your Etsy sales, especially in niche markets.
- Master Pinterest and SEO: Consistent and strategic pinning on Pinterest, combined with strong Etsy SEO practices, can drive substantial traffic to your shop.
- Focus on Evergreen Products: Diversify your product offerings to include items that remain relevant year-round, mitigating the effects of seasonal trends.
- Prioritize Aesthetics: Visually appealing products can differentiate your shop and attract loyal customers.
- Cultivate a Strong Mindset: Daily intention setting and overcoming limiting beliefs are crucial for maintaining motivation and consistency.
- Protect Your Business Legally: Establishing an LLC and using appropriate disclaimers safeguard your personal and business interests.
- Leverage Your Unique Strengths: Focus on what makes you unique to create products that resonate deeply with your target audience.
Connect with Emily Moravic
- Instagram: @together
- Etsy Shop: Accessible through her Instagram or Etsy search for "Print at Home, Movement and Happiness."
This episode offers invaluable insights for Etsy sellers looking to blend professional expertise with creative product offerings. Emily Moravic’s journey underscores the importance of niche targeting, effective marketing strategies, and a resilient mindset in building a successful Etsy business.