Book Review: Recipe for Press by Amy Flurry

by Barbara Bechtel

In July, I traveled to Kansas City to help a friend produce a yearly indie craft show. Etsy, one of our sponsors, sent us a kit of free goodies to distribute to vendors and customers and among the free goodies was a copy of Recipe for Press by Amy Flurry.

If you've ever wanted to expand your handmade jewelry business and wondered how you can take it a level where your art is reaching the masses through exposure in large websites (i.e. Daily Candy, Refinery 29, Design Sponge) and the BIG magazines (think O!, Better Homes and Gardens, In Style, and the like), the author give insight on public relations for a small business perspective.

Geared towards entrepreneurs and makers, the author emphasizes keeping your publicity and public relations in house, even as your business grows and you may find yourself struggling to keep up with all of the different areas a growing business demands (paperwork, making, marketing, selling, etc)

I have to admit I was a little skeptical when I began to thumb through it as I personally seem to waffle from one end of the spectrum to the other when it comes to self-promotion. On one hand, you have to get your work out there for people to find, but I often shy away from those who are constantly pushing themselves as a brand or businesses who try to elevate and market to be or sell something as a "must-have"

I did take away lots of wonderful information from the book, regardless. It offers interviews with small businesses who have an effective publicity plan, such as makers and chefs.

Flurry discusses social media and how, rather than trying to do it all, i.e. Facebook, Blogging, Twitter, etc. ...to pick one and do it well, and cancel or remove yourself from the outlets that don't resonate with you! Seems simple, right? You mean you don't have to jump on the latest and greatest of EVERY new social media outlet?! Right On!

Another idea that I took away was rather than constantly trying to keep up with your press (in the case of jewelry makers, it could be submitting of tutorials or seasonal merchandise), keep files of ideas and products that are strictly for promotions that you can pull out and send in regularly to obtain new press. This becomes easier to be able to respond quicker to editors if they need ideas ASAP and if you have ideas constantly at the ready for sending out, you will become a trusted source if editors know they can count on you as a quick, informative, and reliable source.

All in all, it's a great primer for those who have no idea where to even start or what basic self promotion and publicity entails.

The Dirty M Word Part 2: How to use your average item price

Good Morning Class! Did you all complete your homework?

If you didn't, perhaps go back to this post and see how to figure out your average item price.

So let's discuss some questions you may have about how your average item price may/may not affect your sales.

1) How does my average item price affect my sales?

In short, it doesn't. What it does affect, is the type and quantity of work you make. It is merely an means, or production strategy to your end result, or your sales number.


2) My average item price is very low. How do I change it?

There are two ways to raise your average item price. The first is to make more product. This is a double edge sword because you'll have to make much more product. Let's take a look at the example I used last time, where our average item price was $10 and our sales were $1000.

Remember: SALES = Quantity(Average Item Price)

$1000=100(10)

That meant, you would have to sell 100 pairs of earrings with an AIP of $10 to have $1000 in sales. Let's say you adjust your inventory to your next show so your AIP is $20:

100(20)= $2000

Let's look at the ways we can increase our AIP:

a) Make MORE product of a higher price point. While a piece of jewelry that is lower priced may sell easier, you have to make a least twice or more of it to equal the same as selling one piece that  is more expensive.

b) Use more expensive/exclusive materials that can demand a higher price point. If you're producing in a large quantity, you can often buy more expensive materials in bulk without deeply cutting into your profit margin, but the market will dictate a higher price because you've used more costly or precious materials.

c) Check your inventory to make sure it is well rounded. Your average item price could be low because you've overproduced your more inexpensive items and overlooked more expensive items.

3)Should you always try to raise your AIP?

No, it may not always be to your benefit to raise your AIP. As an artist, you should look at all of the shows and sales you make and analyze both the sales, the show, and the type of customers that not only attend but also PURCHASE. If you sell at mostly church bazaars and small local shows, it may not be in your benefit to RAISE your AIP, because those shows may not bear the weight of a higher AIP. In contrast, those types of shows may also not have the SALES or Customers to justify the QUANTITY of a lower AIP.

DO YOU FIND THIS TYPE OF ANALYSIS HELPFUL? 


What questions do you have about SALES that I can help answer???

Reevaluation....

via Pinterest

Merry Christmas! and Happy Holidays and best wishes for a happy, creative, and prosperous New Year! Although we're just barely past Christmas, my thoughts are already turning to 2012 and wondering how I can be more creative and infuse my jewelry and my business with better energy in the new year.

Whether you make jewelry as a creative outlet or it is part of your business, it is always appropriate to set some goals or actions for your work as one year comes to a close and another brand new fresh year begins.
Some of us are listmakers, some of us are goal oriented, some of us make lists of short and long term goals, and many more of us have no idea where to even start.

I've compiled some different ideas for making and achieving different goals you may have for your work in 2012.....

1) Make your dream list. List every BIG DREAM you have for your work in 2012. List every big thing that you can think of! Want to write a book? want to enter a large craft show? want to establish an online store? maybe write an article for a magazine or simply submit your work for publication? Make a list and establish a basis for your dreams!

2) From that list, pick 2 dreams. NOW, make two separate goal lists so that you can reach those dreams. What do you need to do to reach those goals?

3) Make tiny lists for those 2 dreams. Make sure it includes every baby step that you need to accomplish those dreams. The steps in your list may be as simple as finding the tools to make that thing you've always wanted to make. Or going online and researching ideas for submissions for magazines....whatever the tiny steps are for reaching your dreams.

4)IMPORTANT: MAKE MANY MORE EVEN TINIER LISTS! WRITE THEM OUT AND MAKE EVEN TINIER LISTS BUT MAKE SURE THAT THEY ALIGN WITH YOUR TINY LISTS AND YOUR 2 BIG DREAMS. It may help you to get a small planner or a sketchbook or journal. Try to block yourself out some time once a week to help you manage the tiny steps.

5) Check your progress each week by seeing how many small steps you have made. Don't worry about the BIG DREAMS yet. Just concentrate on the tiny steps until you've fulfilled a list. If you need to make more lists, go ahead!

Once we break things into manageable bites, we can accomplish great things, even when the task or dream or goal seems insurmountable!

Maybe lists aren't your thing....

Maybe you can pick a WORD for 2012. ONE word that can embody everything you want to accomplish. Picking one word for your year can be a great way to align your work your values in a growing manner even if you're not list oriented!

Make sure if you pick a word, that you keep it at the forefront of everything you work on. You may need to tape it to every surface in your house to keep it in your mind!

CARRY THESE THINGS WITH YOU EVERYWHERE YOU GO.

If you keep a planner or a sketchbook, carry it with you everywhere, even if you don't think you NEED it. If you've chosen a word, tape it to your workspace, your computer monitor, inside your wallet....everywhere. Make your ideas real by keeping REAL, immediate reminders everywhere you go!

I'll be checking up on you throughout 2012 to see how you're doing!

In my next post, I'll show you my lists and words and I'll keep you in check with my progress!

Happy New Year!