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

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.

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.

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.