665. "I sell custom products. How do I get more customers to buy from me online?" | Coaching Session

Summary

The Product Boss Podcast - Episode 665 Summary “I sell custom products. How do I get more customers to buy from me online?” | Coaching Session

Host: Jacqueline Snyder
Guest: Ellie, Front Porch Studio, Nantucket
Release Date: February 13, 2025

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Introduction

In Episode 665 of The Product Boss Podcast, host Jacqueline Snyder conducts a transformative coaching session with Ellie, the creative force behind Front Porch Studio in Nantucket. A watercolor artist specializing in home goods such as prints, custom wedding maps, personalized note cards, and more, Ellie has successfully transitioned her business from bustling local markets to the competitive online marketplace via Etsy and Shopify. However, despite her offline success, Ellie faces challenges in maintaining consistent online sales and attracting new customers.

Understanding the Challenge

Ellie began her entrepreneurial journey by selling her artwork at farmer's and artisan markets in Nantucket in 2019. While her in-person sales thrived, the shift to online platforms introduced unexpected hurdles:

• Inconsistent Online Sales: Despite having popular products on Etsy, sales fluctuate, and consistent customer engagement lags.
• Brand Identity Concerns: Transitioning to print-on-demand services made it difficult for Ellie to maintain her brand’s unique packaging and personal touch, leaving her feeling disconnected from her product presentation.
• Marketing Dilemma: With most of her custom orders coming through word of mouth, Ellie admits, “I really don't market it. I don't market anything. That's my problem.” ([05:56])

Coaching Session Breakdown

1. Identifying Customer Acquisition Channels

Jacqueline emphasizes the importance of understanding where Ellie’s customers are discovering her. Key strategies discussed include:

• Customer Surveys: Implementing simple email surveys or Google Forms to ask past customers how they found Front Porch Studio. For example:

  “Did you find it through an ad? Did you find it through following me on Instagram? Did you find it on Etsy? Did someone tell you about it?” ([07:16])

• Direct Engagement: Personally reaching out to recent inquiries to gather insights on customer discovery channels.

2. Enhancing Email Marketing

Email marketing emerges as a vital tool for re-engaging existing customers and driving repeat sales. Jacqueline advises:

• E-Commerce Emails vs. Newsletters: Focus on product-centric emails that highlight new collections, seasonal promotions, and specific product recommendations rather than traditional newsletters.

  “They [e-commerce emails] are selling you a product. It's still helpful, but it's all about... getting the customer to open it and to click and then to go to your website.” ([09:02])

• Personal Reintroduction: Crafting emails that reconnect with former retail customers by sharing updates, showcasing new products, and reminding them of Ellie's unique offerings.

3. Streamlining Product Offerings

To improve online sales, Jacqueline suggests Ellie simplify her product lines to focus on high-converting items:

• Remove Underperforming Products: Consider discontinuing less popular items like curtain panels, duvet covers, and other fabric goods that dilute the brand’s core offerings.

  “No curtain panels, no duvet covers, no shams, no pillows... you can keep the wallpaper because you're a paper product company.” ([22:17])

• Highlight Best Sellers: Concentrate on products that resonate most with customers, such as customized maps and unique art prints.

4. Optimizing the Website for Conversions

Jacqueline guides Ellie through enhancing her website to better reflect her brand and facilitate sales:

• Homepage as a Store Window: Treat the homepage like a physical store display, featuring seasonal collections and clear calls-to-action.

  “First we started by looking a little closer at a product offerings to see where she can simplify... make it easier for a customer to buy from your site.” ([28:14])

• Clear Navigation: Implement intuitive categories like “Gifts,” “Customer Favorites,” and “Bestsellers” to help customers find products effortlessly.
• Consistent Branding: Use cohesive visuals and messaging that align with the brand’s Nantucket-inspired aesthetic.

5. Leveraging Seasonal Marketing and Gift Guides

Seasonal promotions can drive timely sales and attract new customers:

• Early Holiday Promotions: Start marketing holiday-themed products well in advance, such as early holiday cards and custom place cards for Thanksgiving.

  “You can do quote unquote, like gift guides, where they're not full gift guides. But this is a gift guide in the way of 20 great ideas.” ([10:48])

• Product-Specific Campaigns: Create curated gift guides targeting specific demographics, such as “Gifts for New Homeowners” or “Gifts for the Person Who Has Everything.”

6. Exploring Partnerships and Collaborations

Expanding marketing channels through strategic collaborations can amplify reach:

• Collaborate with Complementary Brands: Partner with pottery companies or hotels in Nantucket to co-create products or feature each other’s offerings.
• Wholesale Opportunities: Consider selling products wholesale to specialized retailers or online marketplaces to tap into their existing customer bases.

7. Utilizing Online Marketplaces Strategically

Etsy and similar platforms can be powerful channels when used effectively:

• Focus on High-Demand Products: Place customized maps and other popular items in Etsy to leverage its vast user base.
• Separate Listings: Keep custom and non-custom products in distinct listings to cater to different customer needs.

Key Insights and Recommendations

Throughout the coaching session, Jacqueline imparts several actionable insights:

• Success Leaves Clues: By analyzing what’s already working, Ellie can focus her efforts on expanding those successful channels rather than continuously chasing new strategies.

  “Success leaves clues as long as you can figure out where you're having the success.” ([18:37])

• Customer Retention Over Acquisition: It’s more cost-effective and efficient to encourage repeat purchases from existing customers than to constantly seek new ones.

  “It's way easier to get customers that have already purchased from you to come in and buy again than getting new customers all the time.” ([19:48])

Conclusion and Next Steps

By implementing the strategies discussed, Ellie is poised to enhance her online presence and drive consistent sales. Her actionable plan includes:

1. Conducting Customer Surveys: To identify how customers discover Front Porch Studio.
2. Revamping Email Marketing: Transitioning to e-commerce-focused emails that highlight new products and seasonal offerings.
3. Simplifying Product Lines: Focusing on best-selling items and removing underperforming products.
4. Optimizing Her Website: Making it a seamless and visually appealing storefront that aligns with her brand’s aesthetic.
5. Seasonal Marketing Campaigns: Launching early promotions and curated gift guides to capitalize on peak selling seasons.
6. Exploring Partnerships: Collaborating with complementary brands and exploring wholesale opportunities to expand her reach.

Ellie concludes the session with a clear and confident plan:

“The E. Com emails, I'm super pumped about that because that's also going to tie in with my Instagram account. First and foremost, I'm going to hone the website and make it more seasonal... update the website, remove the fabric stuff, figure out where people are finding out about me.” ([34:02])

Final Thoughts

Jacqueline wraps up the session by reinforcing the importance of treating the website as a storefront and leveraging successful strategies to build a robust online presence. She highlights the potential for Front Porch Studio to thrive by focusing on what works and scaling effectively through diverse marketing channels.

“Success will always leave clues. So when it does, I want you to make sure that you're paying attention to that and figuring out, oh, how do I do more of that, more of what's already working...” ([28:37])

For listeners seeking to elevate their product-based businesses, Ellie's journey serves as an inspiring blueprint. By adopting a strategic approach to marketing, optimizing online platforms, and fostering customer relationships, entrepreneurs can transform their passion into a sustainable and thriving enterprise.

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Resources Mentioned:

• Multi Stream Machine: Jacqueline Snyder’s signature program designed to help product entrepreneurs scale their businesses. multistreammachine.com
• Front Porch Studio on Instagram: @fpsnantucket
• Contact: @fpsnantucket.com

Notable Guests from the Podcast:

• Jenna Kutcher (Goal Digger Podcast)
• Lori Harder (Earn Your Happy Podcast)
• Jamie Kern Lima (Author of Believe It)
• Cat & Nat Unfiltered
• David Meltzer
• Jasmine Star
• Angie Lee (Ready is a Lie)
• Mike Lee (Soul CBD)
• Suzi Weiss Fischman
• Pura Vida Bracelets
• Mike Michalowicz (Profit First)
• Joy Cho
• Jaclyn Johnson (Work Party and Create & Cultivate)
• Kelly Roach

Subscribe: Don’t miss weekly training sessions and actionable marketing strategies by subscribing to The Product Boss Podcast.

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This summary captures the essence of Episode 665, offering listeners a comprehensive overview of the coaching session between Jacqueline Snyder and Ellie. By focusing on practical advice and actionable steps, the episode serves as a valuable resource for product entrepreneurs seeking to enhance their online sales and build a resilient business.

Transcript

[Jacqueline Snyder]

I've been keeping this under wraps, but now I can finally spill. Multi Stream Machine is back open and better than ever. So if you have been searching for a clear step by step system to grow your product based business, this is it. And what's new?

[Unknown Co-Host]

Well, you're gonna get 12 weeks of.

[Jacqueline Snyder]

Structured coaching, six weeks live with me, Jacqueline, plus six weeks of coaching with expert coaches. You get a proven roadmap to master pricing, boost sales and expand onto new platforms. More value, more coaching, more support so you can finally scale without the guesswork. And because I want you to hit the ground of running, I'm throwing in exclusive bonuses like marketing templates and a social selling playbook. But only if you join before Tuesday at 7pm Eastern. Spots are limited and once the doors close, that's it. So go to multistreammachine.com let's grow your business together.

[Unknown Co-Host]

Hi.

[Ellie]

Hi.

[Jacqueline Snyder]

I'm Jacqueline Snyder and this is the Product Boss podcast. I've helped launch and grow thousands of product based businesses, even one of my own. And over the last 20 years, I've seen behind the scenes of businesses just like yours. Whether they are makers, manufacturers, artists or food and beverage businesses. I have spent so many hours studying it all. I've discovered what makes them successful, what.

[Unknown Co-Host]

Mistakes they could have avoided, how did.

[Jacqueline Snyder]

They turn their ideas into a successful business, and what are the strategies that they have used to make more sales and be discovered by more customers. And this is what this show is all about. Whether you're just starting out or you're looking to become a million dollar product boss, I'm here to give you the permission to chase your dreams no matter how big or small. All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar Product Boss.

[Unknown Co-Host]

Let's do this.

[Jacqueline Snyder]

Hey, Product Boss. Okay, so welcome back to another coaching session here on the Product Boss podcast. I'm Jaclyn Snyder. I am your host and your product biz expert. Right. So if you make and sell physical products, I am here to help you start it, grow it and scale it. Right. What we really want to do here is figure out what are we going to focus on, what are we going to fix and what are we going to scale. And so this is something that I work through every single week on the podcast. When you tune in, when you follow the show, you will hear me coaching a fellow product boss just like you, Right? Someone who had an idea and had the courage to make that idea happen, to turn it into a physical product and to start selling it. And so I've dedicated my entire life to helping women just like you start and grow businesses. And it's just, it's something that I love to do and I love to coach on this. And so today I am chatting with Ellie, a front porch studio, Nantucket. Now, Ellie is a watercolor artist who sells home goods. Like so she sells watercolor prints and originals, custom wedding maps, police cards, crests, and personalized note cards. I know it sounds amazing right now. She originally started selling her work on Nantucket island at farmer's markets and an artisan market back in 2019. And she actually used to own a brick and mortar for several years until she decided that she just wanted to start selling online on Etsy and through her Shopify store. Now, while her products sold well in person, now she's struggling to see those sales consistently come in and getting the interest from her customers online. I know a lot of us have that trouble, right?

[Unknown Co-Host]

Like how do we get people to.

[Jacqueline Snyder]

Just discover us and buy from us online?

[Unknown Co-Host]

So she's really ready to figure out.

[Jacqueline Snyder]

How to have consistent sales, how to articulate her brand story to her customers so that she can get her customers to convert. Right. If people are going to land on her page, can we get them to actually convert online? So this is exactly what we're going to figure out today in our coaching call. And before I jump in, if you are not following the product flash show yet, make sure that you hit that follow button so that you know when we drop our two episodes a week. Two episodes a week.

[Unknown Co-Host]

Okay. So make sure to follow the show.

[Jacqueline Snyder]

And now let's dive in.

[Unknown Co-Host]

So looking at your intake form, your watercolor artist and you sell original arts, art prints, calendars and home goods, plus fabric, pillows, tabletop, all that stuff. So the stuff that you do, are you doing print on demand?

[Ellie]

Yes. For the, for the. Yes. I just switched over. All the homegoods are print on demand. The art prints I just changed to print on demand. It's a company where I don't touch the product. It goes right to my clients. And what I don't like about that is that I feel like so much of my original company was how it's packaged. Like it's. I'm. I can't brand it from their perspective. They just ship it. And I feel like some. Something is getting. And maybe it's not, but I feel like something is getting lost in translation.

[Unknown Co-Host]

Okay. And do you feel that way because people aren't re buying from you or.

[Ellie]

Yeah, I feel like Yeah, I mean, like on Etsy, people are favoring things like this one particular piece, but they're not buying. And I can't. I cannot for the life of me. Because I had a retail shop, so I know that people like it. And it's not for everyone, obviously, but there was something about the shop, the aesthetics, how it looked, me standing there selling my own stuff, that was a slam dunk. And people even said, do you make wallpaper? You know, so I started making wallpaper, but I closed the shop. And so now it's all online. And I don't know, retail was easier in a weird way.

[Unknown Co-Host]

Yeah, well, you know, don't. They're liking the stuff on Etsy, but it's not like they're buying it and not reordering it. So don't let, like, the print on demand part get in the way there because. Because they actually haven't even gotten it yet.

[Ellie]

Okay, but one other thing, Jacqueline, is that, you know how you said, are you product or service? Service oriented business. I also do a. A majority of my jobs come from custom, which to me is service, which is great.

[Unknown Co-Host]

It is service. It's still a product. It's just custom. Like, you're not going into their house and painting their walls necessarily. So they're still getting a product, they still have to choose. But yes, it's a custom. Like, I want to hire you to make my, you know, wedding day map or something like that, and that's great.

[Ellie]

I get a lot of work that way. And it's all word of mouth. Like, I really don't market it. I don't market anything. That's my problem.

[Unknown Co-Host]

No, I mean, your people would love to have this problem. They're like, I sell and I don't have to market. Okay, so your biggest struggle currently is getting customers to purchase from your website, the newsletter and marketing strategy that leads people to the website that results in conversion. So right now, if I wanted to buy the custom stuff from you, how am I finding that you exist?

[Ellie]

You would have to know about my website.

[Unknown Co-Host]

And how are. How are. Have you ever asked these wedding people how they're finding you?

[Ellie]

No.

[Unknown Co-Host]

And the custom stuff you're getting, is it through Etsy or through your website?

[Ellie]

Through the website. It's not on Etsy. The only thing I have on Etsy are prints.

[Unknown Co-Host]

Cool. Okay, so what we want to do is we want to find out where that traffic's coming from. So we want to figure out how people are discovering you on a website. Is it word of mouth?

[Ellie]

Yes. A lot of word of mouth. Or they'll go to a wedding. And there's my stuff. Instagram. I get it. Like, I don't sell on Instagram yet. I really want to, but Instagram, really. I haven't posted in months because I have a love hate thing with Instagram. But it really. People get excited because. Yeah. Cause they can see what I do.

[Unknown Co-Host]

Mm. So Instagram is driving sales for you?

[Ellie]

Um, it's driving interest. It's not driving sales, but it's driving interest.

[Unknown Co-Host]

So a big thing I want you to find out is how people are finding you. Like, I actually want you to find that information out. So it's either gonna be, can I just ask?

[Ellie]

Can I just ask them?

[Unknown Co-Host]

Yeah, so you can ask customers.

[Ellie]

I mean, I have a couple current. Current inquiries. And I'm just gonna say, by the way, like. Like, one woman just said, I want. Will you send me your wallpaper samples? I don't even know how she found them because it's such a. Such a huge. You know, it's a crowded market, so I will ask. Okay. Number one. Yes.

[Unknown Co-Host]

So number one is customers that have bought from you, you might send them an email. It could be sent to all of them. It could be individually. It could be weddings that you've just recently done and been like, hey, I don't think I ever asked, but would you mind letting me know? Like, how did you find out about Front Porch Studio?

[Jacqueline Snyder]

So was it.

[Unknown Co-Host]

And then you could either be like a Google form where they just click. You know how there's ones that. It's like Facebook ad referral. And then I'll tell you, they'll ask you to put the name. So you can either do Google form, or you could just do a simple email that gives them, like, a couple of prompts. Did you find it through an ad? Did you find it through following me on Instagram? Did you find it on Etsy? Did someone tell you about it? Did you find it at a wedding? Okay, so I want to know where the people are finding you, because you still are driving some good amount of sales without marketing, without Etsy being the thing, and people are coming to your website. So there's something there. And if we know what that is and we can kind of like turn up the. You know, if it's like a stove, we can turn up the heat on it.

[Ellie]

Should I be doing a newsletter? Are those kind of passe?

[Unknown Co-Host]

I find a lot of artists wanting to do newsletters. It's. I do newsletters, but it depends on what the Newsletter is about. So if you have something that's like, I don't know, you are a. If someone who does like a food journal and like family recipes, doing a newsletter for them might make sense because they're trying to build community around the product that they're selling. A lot of times for product people want to do the newsletter, but they really just have to send e commerce emails that are like new collection or take a look at this or wedding season's coming, get your thing in. You know, like it's more trying to sell a product than a newsletter where you're talking about events.

[Ellie]

But I feel like, like your holiday promotion. There's so many cool things that I make for Christmas presents that for me is not terribly difficult but that are special and fun and I feel like I need to tell them now.

[Unknown Co-Host]

So it's not a newsletter. It would be an E comm email and I'll show you the difference.

[Ellie]

Thank you. No, it's true. And the other thing I want to say is I'm a great. What do I call it? Post and ghost. Like I love to disappear, which I'm gonna stop doing. But I want to tell people that did love my shop because it was a really loyal bunch and they would come back every year and then I vanished. And I just feel like I need to just touch base and say I'm still very much here. I'm just not, I'm just not there in that little shop.

[Unknown Co-Host]

So don't overthink your emails. That's, that's going to be a point that you won't get anything sent if you're like, oh, it has to be this or has to say this. So, so one email you could send is just a straight up, just email that's like, hey, front porch, you know, customer. Yeah, I'm going to show you this in a sec. But first I'm just going to tell you first, like to get back on track with the people who you're like, I had a loyal bunch. You could send them like a what? A what? What is Front Porch Studio been up to? And it could be a quick little email that's like, we closed down the retail shop, we're fully online, we've been busy like making wedding stuff. And like check out this map I made for this one couple and this on the other. And it can be like a reintroduction.

[Ellie]

How about, how about, you know, it's like, it's super location specific but I like for Nantucket lovers. There's so many people that love Nantucket friends, they've been there, they want to go there. The whole Ellen Hildebrand perfect couple. Like it's, it's a lifestyle and that's where I live. Like it's like that alone, I think is interesting for a gift idea.

[Unknown Co-Host]

Agreed. So I think that you can, because you said you have so many products you can always do, especially coming to the holidays. You can do quote unquote, like gift guides, where they're not full gift guides. But this is a gift guide in the way of 20 great ideas. And it's like a must have for espresso lovers. The perfect gift for any homebrewer. And then if I click on it, then it's going to just take me to see the complete gift guide. So it might take me just to the website where it has like gifts by price, gifts by people. It gets curated on the website or sometimes they just show it. Yeah. This is another thing of. This is for kin. It's a drink brand. So it's for the holidays. The gift of Kin. And so they're trying to sell. Order by midnight and get this by this day. This is an old email because it's not current emails. They're. They collect them. So here they're trying to sell you the, the party pack the bundle and save or. Yeah. Or a gift card. Right. So here's another way. And then you can see what the subject line says and how they're presenting it. So this is what an E comm email versus I'll show you what a newsletter looks like. And they're. Yeah, there are a lot. So I send a newsletter once a week. But it's because I'm building a community and so we're sharing like tips on how to do things and talking about things that are happening in the community and da, da, da. And that's something where it almost feels like a news article or like a mini blog of sorts where it's like little tidbits and then it takes you somewhere else. That is very much a something that service people do. Okay, so this is just another example of. This is pepier. So this is an E comm where they're like embrace your rituals and routines. So they're trying to sell you. So this is a season shift fall for fresh pages. So it's for the fall diaries designed to redefine your days and help you start over. So then they are showing you the girl with the diary. Then here they're showing you it and then they're telling. They're giving you little points on why you'd want it daily and monthly pages, flexible planning, write down your ideas and then they're showing you three different prints you can buy it in. They're showing you the inside, they're showing you more about it. And this entire email is technically about fresh new prints coming out for the change in the season of planners and journals. And that's what they're selling you in this one email. And that's what makes it an E comm email. Cause it's selling you a product. It's still helpful, but it's all about. It's like almost like a homepage to a website. It's all about getting the customer to open it and to click and then to go to your website.

[Ellie]

I love it. Should I be doing that through Instagram as well? Like where you just like shop now? Like I've seen that with artists. Well, where they'll post originals and it's like shop now. And it's a one off.

[Unknown Co-Host]

Yes, you, you can do it that way.

[Ellie]

That's, that's hugely helpful. I love that.

[Unknown Co-Host]

Okay, so let me show you, Let me give you like an example. And I always use Alo Yoga as like an example. So I just got an email today at 10:01am of new drop Eclipse Blue. So they're sending me an email about a new colorway that's just come out. Okay, so New Drop. So I'm gonna click on it, I'm gonna open the email. It looks like a website, right? Cause these are all clickable. So I can click Bestsellers, New arrivals, Shop all accessories. It'll take me to their website. But now they're trying to show me Eclipse Bl Blue. New color, New Drop Shop Eclipse Blue. Just really simple call to action. Some more images of other products in the blue. Keep saying shop, shop, shop. Okay, now let's go take a look at what's happening on their Instagram. Oh, wouldn't you guess? There's blue. Right. So they've just dropped it a couple hours ago. So they only have one post so far of the blue. But they're talking all about the blue. And it's this great piece of content about it. See in their stories it also has blue. So if they're trying to sell their customer blue, everything's blue. And then I'm go to their website and I'm going to their homepage of their website New Drop Eclipse Blue. So anywhere I look, whether it's their social, their stories, like so their, their feed, their stories, I got an email and I go to Their website, we know what they're trying to sell us. In fact, look, their hero banner color is changed to the same blue.

[Ellie]

How many times do you get emails like this from Ello?

[Unknown Co-Host]

Oh, every day. So they probably change. Now they're a big company, so this is not something that you have to do. But I would probably say at least once a week, they're changing their homepage image to reflect whatever they're trying to sell.

[Jacqueline Snyder]

So.

[Unknown Co-Host]

So, see, they had this purple new color purple drop that they launched five days ago. But if we go to their website, they're really pushing blue. So they're doing like a high changeover. But see, the purple is still kind of down here. And if we go to their Instagram, can we find purple? Um, here's the purple. Not a lot of the purple. They didn't push a lot of that. What they were really pushing the other day when I was looking were these running shoes. So I'll opt into big companies and then I can follow what their promotions look like. Okay, so. So for you, I just want. So if you're thinking about a strategy for you and what you're selling. Yeah. If you feel like every two weeks. Cause you have a small email and you want to get into this cadence. Yeah, I think it'd be great to think, what do I want to sell right now in September and the first half of September, like the middle part of September that I need time to drive traffic to my site. I need people to know this thing exists. I need enough time to get it going and then that they could sell and get it for whatever's next. So it could be right now that people are coming because we're kind of in wedding season already. So it could be that people are now coming to you for holiday cards, like family holiday cards or something. And then you could be promoting like. Like the. The new version of holiday cards. And then you can let them know, like, did you move? And you could show what, like, take work you've done and create from. Like, people need to want you to tell them what to buy. So you just need to think, what would somebody in this time want and for what reason? So they might be looking for early holiday cards. They might be looking for. It's not gift giving time yet. If. Yes. So September, this is like, we just. Labor Day is like one of the most popular. Like, September is one of the most popular months for weddings. So, yes, I think that that's an option. And I think you can run it through. Like, you can maybe every. You might Have a cadence of what you are marketing and cycling through. So you might be like get your holiday cards ordered early, right? Because. And then you can show them examples of types of holiday cards that you've created in the past and give them inspiration. So whether it's a family illustration, whether, you know, whatever, it could be that you can do custom place cards for their holiday celebrations, right? So think about all the different kinds of products that they could get custom made by you. But you have to show them an example of it. So you might do this really cool like fake setup of a table, like a holiday table. Let's say you did place cards and that person can get them hand illustrated or you can create art or something they could print, you know, so think about the things that they need and then selling it when they need it. It's too late. So we need to start marketing earlier. So right now, in September, I would say it could be an early time for you to think through holiday cards. Like what people are going to send out to family and friends that they want custom. Then you could think what do they need for table, their holiday table. So we've got October ish or depending on what, how much time you need. So maybe the later part of September through mid October, you're selling like custom stuff for their holiday tables. They're getting ready for Thanksgiving. And then right after that you start moving into holiday gifts. So you start thinking about gift guide. And then every week you could do like gifts for the new homeowner, gifts for the new baby, gifts for mom, gifts for the person who has everything, Gifts for your boss, right? Like, and then you can cycle through gifts and then you could really just be pitching gifts through the end of the year and then you would cycle into whatever else new. For example, when people buy new homes, because I see that you can also paint those and stuff. When people buy new homes, you can also look up real estate and say, what's the biggest months that people buy? So then you're ahead of it and you're like, okay, it looks like a lot of people buy in the spring. Like the weather, I think that's what it is. Like especially on the east coast, like it's frozen. No one's moving when it's frozen. I looked at houses when it was frozen. I was like, oh, these steps freeze. We're going to die on them. So no, right? So when a defrost, when it's springtime, when the weather is better, when you want to go in and take your coat off, that might be A better season to sell. So you might think around then that you're marketing because, you know, another cool thing for you could be a gift that real estate agents gift their homeowners, right? Like as a, hey, welcome to your new house. Here's this. So just think through the seasons. You can meet any of them and then that's how you know what you're going to market and promote. But you probably want to do it four to six weeks before they actually need it. But because you're custom, it might have to be even earlier.

[Jacqueline Snyder]

So Ellie wants to know why she's not having as much success online as she did in person selling her watercolor print. But I'm wondering if you can start to see where we actually need to start. Have you figured it out? So by first figuring out where Ellie's traffic is coming from, because right now she's not sure. And if we want to know how to increase her traffic to convert those individuals to sales, then we need to know what's working so she can do more of that. Why? Because I've said this and I'll say it again, success leaves clues. So success leaves clues as long as you can figure out where you're having the success. And one of the easiest ways for Ellie to do this is by asking her current customers how they found her with a simple email. I know. So simple. This is also will allow Ellie to start engaging and re engaging with her email list, which is a great way to get previous customers to purchase again and again and remind them about her brand. So if you have an email list or you're not using it and you haven't sent emails in a while, you should be. That's step one, two and I teach us my MSM students, they know, they know that they need to be sending emails, growing their list and the, the emails like the right ones to send that kind of start to automate your sales engine. Now I do want to say, remember that it costs you less money and time to get previous customers to purchase from you. Again, it's way easier. I'm going to say this again.

[Unknown Co-Host]

It's way easier to get customers that.

[Jacqueline Snyder]

Have already purchased from you to come in and buy again than getting new customers all the time. So there's little levers that she can pull here. Okay, now let's see if we can figure out how to get Ellie's website to convert better.

[Ellie]

If I do all this effectively, does it begin to build brand trust?

[Unknown Co-Host]

Yeah, I think one thing is, is that we want you to be referable so you've taken standout society. So it sounds like. And I look, looking at your website and looking at your Instagram, I feel like when I land here, I have a pretty good. You have a very well represented brand, so you've done a really good job. And so I feel like I know what I'm getting. Like I know the aesthetic that I'm getting. I'm either attracted to it or I'm not. Or I'm attracted to it because I'm like, that would be a great gift for somebody. Right? Do you need to be doing the duvet covers and the wallpaper?

[Ellie]

I don't, but part of that, especially the wallpaper was I swear that last season I was open, which was two summers ago, I had a number of people, like more than three, less than five, say, hey, do you make wallpaper? And I would say, yeah, that's my wallpaper because I hung it in my shop. And they were like that. It's like two designers have written to me recently asking for samples. I just don't want those designs to die on the vine and to never get seen. So I don't know, I don't know what to do with them. I mean, I probably have maybe 12, 12 designs and they're not for everyone.

[Unknown Co-Host]

Wallpaper is a major trend right now, so that's probably also why you're getting. And the aesthetic that you have is also very much a part of that trend. So I don't mind the wallpaper. I think the like curtain panel and the duvet covers. Yeah, I don't. The home goods, I think you could grow into that, but maybe not now and then from the wallpaper perspective, if you could really start to identify what people are like, absolutely loving that has that aesthetic that they're like, oh. Cause like you said, Nantucket is a lifestyle. So if you can look into. I feel like I keep seeing these prints that everyone's like, oh, da, da, da. The like wallpaper company, but even Rifle Paper company, when you think about Rifle Paper company, it has a very specific design that I see it, get it, that's. That is what it is. So I think for your stuff, the specialty stuff, that really make it your brand, that's what you can do more of. I don't think the shells and the seashells and all that are necessary. Right. The hydrangeas might be it. The hydrangeas have some great stuff. Your maps, though, could crush it on Etsy. So that's something that people look for on Etsy, like customized gifting and so you could take one product and put it on there and try it.

[Ellie]

Amazing. And do I do it on the same. I do it in the same shop as the prints.

[Unknown Co-Host]

Yeah, it's just that, I mean, because the problem with Etsy is people aren't looking for a brand. They're not coming looking up your business. They're looking for a product.

[Ellie]

Great. That's. That's a. Okay, that's. Wait, so tell me what else I'm taking off. Curtain, duvet, tabletop, like, tablecloths, all that. Take those off.

[Unknown Co-Host]

No curtain panels, no duvet covers, no shams, no pillows. I don't think you need tablecloths. Then you get rid of all your fabric stuff, even the needle point, which is cool. But, yeah, I think you can keep the. Keep the wallpaper because you're a paper product company and it makes sense for the wallpaper, the home stuff, not necessary. Eventually, if you feel like the stripes or something like that are, like, really popular and someone really wants something to match, but I think you can just drop all that. And there's the custom. I think the more you do the custom, if you can see, but you hone in on what you're offering. Custom. Like, I do maps. I do houses. I don't know, whatever. Whatever. The ones that you think that you want to, like, bucket them into, you'll start to see what people are attracted to. And then when you could really hone in on that, then you could say, okay, I can actually scale this. Like, I can. I really like maps, but I don't have to do a custom map. I could just have a California. I can have, you know, a Massachusetts. I can have a whatever. And people could just buy things that are more general that they. But they're not paying for the custom. And that's where you start to figure out what could be off the shelf. Okay, so to go to your questions. So you're. One of your questions. Was, is my website confusing? If so, where do I focus my time and attention? Custom work. Should I pull the home goods stuff? So you've already, like I said, you're already kind of coaching yourself to that. And then how do I bring my store to my. My story, to my brand? So there's a connection in my art and translation into sales.

[Ellie]

And you said you can. It's pretty clear based on what you see, right? You're not like, wait, who. Who are you? What do you do?

[Unknown Co-Host]

Okay, perfect. Okay, I'm gonna just go and show you. Rifle Paper Co. Kind of walk you through. So you can get an understanding of what a thing about your website. So first thing you open it and you can see like this is their very like recognizable rifle paper company print. And it's like oh hello, enjoy. 15% off. So there's this pop up and they say newsletter but newsletter is really just their e commerce emails. And if I put in my email it's gonna probably ask. Yeah, it asked me for my phone number and that's how you get the percentage off. So there's a two step thing that people are doing now. Yeah. So you can see and you can see how it's on brand and the arts there and all the things. Then if we look at this again, it's the beginning of September, almost mid September. They're already advertising their Halloween collection, the not so spooky Halloween collection which is my kind of Halloween. The home image has been changed to show what they want you to buy. So the thing that I would recommend to you as much as this is beautiful, this art would eventually maybe be having an image here that changes over to what you're selling. The same with it on alo when I landed there it was like the blue outfit. Okay. So if you look at rifle and then it's like shop now. So if I click shop now it's got all the product that's Halloween tagged into the Halloween collection. Even though they're in different categories, they're just going to show it all to me in one place. Then we skip down and then it goes to new arrivals. Sometimes people will put new arrivals next or they'll put customer favorites or bestsellers. And this is a visual navigation for people to shortcut because they don't have time to go through every page of your stuff. So this is kind of like imagine again if you had a retail store which you've done and they walk in, it's like what's in the store window? This is the store window. Then what are the different like shelves and tables and what do you have out and how is it curated and merchandised? And that's gonna drive people to what else? And so right here they're trying to sell random things. Okay. Yeah. So you can choose underneath. You can do custom I for you. I feel like it could be customer favorites. You can try the words. You can do bestseller or customer favorites. It's kind of, it feels a little bit more aligned with the higher level nature of what you do then. So it doesn't have to be this many. It could be four or five across. Then they're. This is Another way that they're trying to sell us journals and planners because obviously if we're not seeing the trend already, it's planner season. So people are starting to buy for the new year around this time. So this is another, like call forward where they're trying to sell planners. So while they've got their Halloween collection as their major marketing promotion right now, they also have planners, which we'll go take a look at the emails and see what they were marketing. And then they're calling forward. This cherry farm recipe binder kind of feels like the season, right? Like the season's changing over. It's picking. Yes, it's fall. So they're trying. They're just calling out one product here. This is their template frame. You don't have to have the same one. And then here they're finally getting to shop by category, which is a visual of the categories that you have in your navigation. So they're letting people. And then again they're calling forward a collection and you can shop by patterns. There's like all sorts of ways. So they're a good one to look at, you know, and you see how you're calling her she because she's really not the face of her. Her brand, but everyone knows it's Anna Bond and did it ask. So a lot of times too, like you can create main character energy but not necessarily have to be the face. So you're building these stories around it. Right. They're trusting you. But then it's really like the brand is getting bigger. So you can see here, September 7th, a couple days ago we got the Halloween collection. They started talking about the Halloween collection all the way back on August 20th. So it was like a brand new. They had their Labor Day sale. Sale is on. So Halloween collection, which we saw on their website. That's it. They're just sending us there. So for your website, back to your website. Is it clean and clear? What I would do is I would I. This is very beautiful, but I think. And make your Nantucket a little bit richer. This one right here, like this font and this weight feels like it'll hold better. Custom art and art prints. You might want to have art prints drop into like different sizes or originals versus prints or I'm not sure. But since these all have menus and then looking at inspiration. So the navigation across the top, making it something very easy for a customer to find what they're looking for. Gifts could be a really good navigation thing for you as well, which you could also do these so you can Create calendars for you. You can create a calendar for people that doesn't have to be custom or I could just buy it or I can customize. But you could see it's like new arrivals, bestsellers desk and stationery, calendars and planners, cards and occasion. Right. So if you had like, like prints or art, you just want to make it really easy for a customer to buy from your site. So did you hear how we just.

[Jacqueline Snyder]

Chatted about how to improve our website? So first we started by looking a little closer at a product offerings to see where she can simplify if at all. And then from there we dug a little bit deeper into different improvements she can make not only to elevate her brand, but also allow her to connect with her customers without needing to be the actual face of her brand. So rather, she can start to build stories around her art collections and products to really connect with her ideal customers. And from there she can ensure all of her marketing efforts, such as her social media, her emails, and using all of that and having consistent messaging to continue building this brand so her customers recognize her, they trust her.

[Unknown Co-Host]

Right.

[Jacqueline Snyder]

It makes more of a personal connection. And this is really important because she actually sells custom art. So since she has to drive her own traffic to her own website, these improvements will not only make a difference once someone lands on her site, but also allows for cohesiveness throughout her entire brand. Ellie has already had so many aha moments, which is amazing. But let's see if there's anything else I can help her with.

[Unknown Co-Host]

Okay, what else can I help answer or clarify for you?

[Ellie]

Does it matter if. Okay, so I am. When I'm not on Nantucket, I'm on a little farm with chickens and a garden and all that stuff. Can I. It's okay if I can expand to that area or will it confuse people and be like, wait, I thought you were a Nantucket artist or. It doesn't matter.

[Unknown Co-Host]

It doesn't matter. I think, you know, as long as it has like the inspiration that feels like Nantucket. If you're going to have it in your name.

[Ellie]

It does. Like, in other words, the sconset garden wallpaper is papering the ceiling of my art studio here on the farm. It is so flipping cute.

[Unknown Co-Host]

Yeah. It's the same way that when I lived in New Jersey, people were like, this doesn't look like a Jersey house. And I was like, no, because it looks like someone from LA's house. Right? Like, so we, we take where we want with you. But it's more of like, again, if you think about brands like Serena and Lily or there's like, certain brands like that, you kind of know, oh, this one feels like Hampton's houses. And you can choose where you're going to sell that, where you're going to get that Hamptons furniture. You don't only have to live in the Hamptons to have Hampton furniture. Right.

[Ellie]

But like, I had a house for years and years and up in Ojai, so that's an inspiration. That's why lavender is my life. And it's like it comes from a very real, sincere, inspirational place. I didn't just dream it up, you know?

[Unknown Co-Host]

Yeah. So I think it's. I think it's fine. I don't. I wouldn't get too worried about where you're located. It's the inspiration. The question you really had, the base of your question is, how do I increase my sales consistently and have my brand story? So the story is. The story is the story. I think they're going to visually see it, but I think. And you've been in standout society, so making sure that you're honed into who your ideal customer is and what the offers are that you're making them. So why would I buy from you once and how would I come back and buy from you again and again? Okay, so you might be my go to place for gifting, but there, There could be a way of expansion by having things that are not custom, that are maybe not art prints, but they're the things that people would order custom, but they can buy it from you. Not fully custom. I think the maps could be a big player in that the homes have to be custom or thinking through, like, could you do like these. These towns and stuff like that? But like, they're. It's like beach towns in the snow. And those could be a. A set of holiday cards. And so what might be beautiful is for you to bring the magical aspect. Because right now you've got a lot of summery stuff and then we're going to transition out of summer. So how could you take some art that you've already done and make it like the Christmas wintry collection? And then someone who's obsessed, you know, with these towns, they might send you because to get a beach scene at Christmas, like, Merry Christmas maybe if you're like Tommy Bahama all year. Or it could have some with like, illustrated lights or snow. Like, I always thought it was so weird that it snowed on the beach. So making you want to bring this, like, magical wonderland of. Of what they get when they feel this way into your imagery. And then a card set could be interesting. But the other question we go back to the very, very beginning is how did they find you? And. And to get more customers is to get more people to do that. So when you're creating, when you're sending it out, are you asking for referrals? Are you giving them a referral code? Are you asking them to share? Or you're like, hey, here's a friends and family discount if you want to share it with any of your friends. Because if you're starting to see word of mouth, do really well. Then you lean into asking more and more people to share. And you could offer a discount. It could be like one free customization or whatever it is. And then you follow up with your customers after you get there, get their order and like, I hope you love it. Like, if you have any friends or family that are asking about it, I'd love to offer them a friends and family discount.

[Jacqueline Snyder]

Code. Here's the code.

[Unknown Co-Host]

You could even make up a code with her name. So it could be like Jacqueline 10. So that you know, Jacqueline's referring a lot of people. For example. Oh, we should really like, like keep that relationship going because she's obviously an influencer amongst her friends, family, community. So you're gonna. The season part is like, how do you shift? How do you go through the seasons in Nantucket? And then how does someone represent that? Like, how do you represent that on the page so that I can buy from you? You're not just a. When I'm decorating for the beach feel.

[Ellie]

Right. Got it. If I want to throw in, because something that sold really well in the shop were these mugs that I make. Like, does that feel too extraneous? Like too small wears?

[Unknown Co-Host]

I saw your mug on here. I thought is beautiful. Another thing you could do instead of mugs as a Christmas ornament, those do really well.

[Ellie]

I do really well with ornaments and really cute custom ones. But I will do ornaments just, I mean, that aren't customizable.

[Unknown Co-Host]

Yeah, I think yes, you can do mugs. You can do mugs. You can do bowls. You can do those things. They're a little bit higher end. It looks like you did a dog bowl. Yeah, I think that kind of product is better. And that's the kind of stuff that you can take and start selling wholesale with. So if you can figure out your margins or you're not hand painting them all, but you design them and then you figure out a company that can not print on demand, but you scale it. So repeat back sort of what you think you are going to do or what you feel like is a clear plan for you to move forward.

[Ellie]

The E. Com emails, I'm super pumped about that because that's also going to tie in with my Instagram account. First and foremost, I'm going to hone the website and make it more seasonal. And even just the thought of, like, I'm kind of relieved to be out of summer, to be honest, like, for myself. But you think about. When I think about, like, Christmas beach, I can still do sailboats and lighthouses and all those things that bring me inspiration, but in the dead of winter. And lit would just be so peaceful and beautiful. So update the website, remove the fabric stuff, figure out where people are finding out about me. I sound lazy. I'm not. I'm working all the time. I'm just, you know, I just need to put more.

[Unknown Co-Host]

You're not lazy. It's just we're creatives and so data is not the thing. That is the thing that we're always looking for. You're visionary. You're not. You're not meant to be in that realm. But when we can start to get that information and hone it in, that's when you can build more effectively or design more effectively.

[Ellie]

I was so afraid you're gonna be like, okay, Ellie, I don't know how to tell you this, but you need to hang up your apron and call it a day.

[Unknown Co-Host]

I've never told anyone that there's always a solution to a problem. It's just sometimes the list of how to get on, like, it feels overwhelming. Sometimes the cleanup process, when you're already kind of in function and doing it. But if you can clean that stuff up, it gets easier for someone to understand what you sell and how to buy from you. You've had a retail store, so every time you can think of your website or your online presence in a way of, like, if this was a store window, how would I get them to come in? Right. So what do I want to put out front and then where do I want that, what I want to merchandise, and how do I want them to get around? You always have to be thinking about the user experience when it comes to your website and how you move them through or they find you on social and how it moves them over to your website. Ultimately, the whole goal for you is always all of your marketing efforts leads them back to your website to buy, because that's where you're selling right now.

[Ellie]

Okay. And eventually. You really think they'll start pressing the pay button?

[Unknown Co-Host]

I think that, yes. And they are already pushing the pay button. So what you have to find out is where is the traffic coming from so that you can do more of the thing that's going to bring the right customers to you. So we could spin our wheels on social and hope that one day that's gonna work. That could just be your, your thing that you grow and you're like, you're mentioned on, but if you can find the thing that people are finding you on and then you're getting more people to share, it's like one person shares with two people and then that goes to four people and then, you know, it multiplies. So I think, you know, and I don't know if I've said this or not, but the hardest, the hardest way to sell something is actually on your own website because it's your responsibility to drive the traffic there. Right? So you either have to do I talk about paid organic and pop marketing. So you either have to do paid. So you're paying for ads, not necessarily for your stuff yet. I don't. I do and I don't. So you have to have money to play with. Takes a while to get the ads working. You don't really want to do it yourself. I think people should work with agencies. And unless you're really good at this and when, when they buy, they have to. There's a cost to acquire the lead and then you paid the ad spend and then they're buying and then you've got cost out. So I don't know that that's it. So there's paid, then there's organic, which is what you're trying to do, which is social. Standing on a street with a sign. Right. Like anything that doesn't cost you money, that's word of mouth is organic influencers that find your stuff and talk about it without you asking. Organic. And then partnership is something where, okay, an idea for you is like you could go collaborate with a pottery company and you could do a collaboration together. They have a similar customer. And so you're doing the art and they've got the product. You license your art. So licensing your art. Right, Licensing the aesthetic, that is. Or a collab where it's like someone popular is doing something and you do a collab with them. Like your company x their company. A collab with a hotel in Nantucket would be really cool. Right. So these are all ways to get more eyes on your business from a partnership perspective. Or you do end up also kind of paying for influencers or people like that. So these are all the ways to drive traffic to your own website or your social media handle. The reason why like in multi stream machine, why I believe in it. I don't talk about ads and we talk about optimizing your website and making your website sell better, which you and I have kind of talked about today. But the easiest way for you to grow is through other people's customers and other people's audiences. So it could be working with influencers but rather it's in person markets where the vendor, you're, you're being a vendor at that event and they're responsible for bringing the customers and then you're responsible for staying in touch with the customers. So in person, right? Or if Amazon, let's just say you did Nantucket, a Nantucket Mother's Day gift box and I don't know, you did a Nantucket candle with a Nantucket best mom ever like water bottle and you got it on Amazon. Amazon technically brings the customers. You play in the playground of Amazon where like maybe you'll do some pay per click ads, but that's Amazon. Etsy brings the customers wholesale. You can reach out to vent, you can reach out to retailers so you find shops that you can sell to, you sell to hotels, you sell to restaurants, whatever you want to sell to, right? And then that is wholesale. But they are responsible for selling more to the customers. Like they buy one time from you and then they sell it and then people discover you. So that's really the concept of like the idea of multi stream machine where I tried to do it exactly like you. I had my own website and I couldn't get people to know I existed. I didn't have money for ads and I did not have social media. So in person was my first step. People started to discover me and then wholesale was like the biggest unlock and then everything started to trickle down into my website. Pop ups. You could do a pop up. You can find like a really beautiful specialty boutique that you come in. Actually I was just at Bloomingdale's maybe Saturday and they were doing this Italian pop up. They sent a whole catalog campaign on it. It was an Italian pop up and throughout the store they had a gelato bar. They had this small business with bags that was actually customizing the bags right there in the shop. So they had all these like really cool pop ups and people would like to do that around the holidays too where they'll have like local artisans and vendors. Like I've had students of ours be in like West Elm because it's a furniture store, but they've had a pop up of their jewelry in there. So that's another kind of in person version that you could think of lots of ideas. So to get customers to know you exist, I think it's better to be in partnership or to use other people. Customers versus you. Worrying about social. You want to think, how do I stay connected with them? You could start to send the emails. Like you said, you clean up your website, you tell people what to buy, and you clean up like the product that you want to be known for or not. And then asking your current customers where they're buying from or how they knew found out about you so that you could be like, all right, the breadcrumbs, like success leaves clues. So let's pour my gasoline on that fire. Let's like set that thing ablaze because it's working. So we just have to feed it more.

[Jacqueline Snyder]

So I think you're starting to see how I was reframing the way that Ellie's approaching her website and marketing marketing efforts. Now, she's unique in that she's previously owned a successful retail store, which means she knows how to sell and how to get customers to know she exists. But her main issue right now is that she's struggling to get traffic to her website, to her virtual store. Which is why I encouraged her to think of her website as a store window and approach it in a way of how she would get customers to come in or visit the website if they were actually in person. Right. If we treat your homepage as if it was a store window, then with that thought in mind, it comes back to her marketing efforts. So not only knowing where her customers are finding her, but then also figuring out how to best expand her marketing efforts across multiple channels. So like I told Ellie, the hardest way to sell something is on your own website because you do have to drive your own traffic there via paid or organic marketing instead of being able to use other people's audiences through partnerships or through marketplaces like Etsy. And so this is something that I do dive deeper into inside of my signature program multi stream machine, which is really how, what do you focus on? What is fixable in your business? What's already working, that you could actually just tweak some tiny levers and actually make that work even better for you?

[Unknown Co-Host]

Right.

[Jacqueline Snyder]

What can we actually make make better? And then how do we scale? How do we get your products on more sales channels in front of more eyes? Because Then you're not a hundred percent reliant on driving your own traffic because you get to use other people's audiences. So if you're interested in learning more about Multi Stream Machine, maybe you're already a student, but if you want to figure out how MSM can help you, I do want to say if you're listening to this in real time, the doors are open and the program is amazing and there's so many new things to figure out and to know about. So I'm going to drop a link in the show notes in case you want to learn more about Multi Stream Machine because the doors are open and then they will be closing and there's some awesome things happening.

[Unknown Co-Host]

Okay, let's wrap this up.

[Ellie]

Yeah.

[Unknown Co-Host]

Okay. So friends, if you want to follow her on social, it's Front Porch Studio. ACK will drop it into the show notes and then [e-mail] so beautiful. Go check it out so you can visually see what we're talking about. And then also, this is like pulling you forward because we're talking about Nantucket and the beaches and just the vibe. You either know it's for you or you might know someone that this is for. And so make sure to share it.

[Ellie]

Thanks, Jacqueline.

[Jacqueline Snyder]

Ellie is just fantastic. I had so much fun coaching her. I can see such potential in her business and I can't wait to see how she continues to grow. Front Porch Studio, Nantucket. Now, the main theme here is that if Ellie wants to get more customers to buy from her online, she first needs to figure out how her customers are finding her, engage her email list, and then make improvements to her website to build a brand her customers trust and then start expanding her marketing channels and increase her organic traffic. So if she's able to implement what we discuss, I know she'll start to see more consistent sales online. Now, don't forget that success will always leave clues. So when it does, I want you to make sure that you're paying attention to that and figuring out, oh, how do I do more of that, More of what's already working versus always trying to figure out something new. And now next. All right. And that's the way that you're going to grow. Now listen, the doors for MSM are open if you need help. This is our signature program. It is being completely revamped. And so if you've heard about it before, come check it out now. It's just awesome. And we're also going to be hosting it live for the first time in like 6 years. So come check out multistream machine.com click the link in the show notes. Otherwise I will see you in the next episode.

[Unknown Co-Host]

Thanks, friends.