There comes a time for lots of Etsy shops when they start to feel ready to expand beyond Etsy. They are seeing lots of success and they want a way to better connect with their customers.
Etsy, though an amazing platform in many ways, is lacking in this respect. They do most of the curation for the buyer, they don’t let you present yourself as a shop or a brand in any way outside a listing photo and heading.
If you start to go beyond Etsy, you start to have more opportunities to connect with your customer.
Connecting with Customers Through Story:
Your goal is that they want them to feel like your story is their story and therefore your solution is the solution that makes sense for them.
There is a formula for this that will ensure you get it right and get your customer to relate with you in an amazing way.
Hook: A hook is putting an emphasis on what they GET from your product. Not the product itself.
Doom: What is my customer’s life like without my product.
Qualify: For example, if you are an airline who wants to get people to Hawaii, you’ll qualify by telling them what makes you a legitimate airline they can trust.
Relate/doom: Your goal is to put yourself in your customers’ shoes and show them why they need your solution.
Escalation: You take that story to the next level by escalating the story a bit. The escalation is where the feeling comes in. It also makes the decision more black and white. Either they are going to buy your product or they’re not.
Solution: Present your product as the solution to the problem you have already laid out to them that they can relate to.
Call to Action: Ask them to buy your product or do something actionable.
Let’s look at an example:
Let's say you are a party supply shop trying to sell your product to your customers. You could say something like, "Hey! Look at my cute party stuff! It's super cute! I have kids, weddings, etc. Please buy it!" OR You could follow the method I just described...
Here's what it could look like:
Doom: If someone doesn’t have your party planning supplies, they are doing it all themselves. They are having conceptualize it and create it themselves. It probably feels hectic and stressful.
Escalate: You could talk about how terrible it would feel if that party bombed. If everyone started to arrive and you were so worried about things going smoothly or looking good that you didn’t enjoy yourself.
Solution: They are able to enjoy the party with products that were professionally made, it took the stress off, created a beautiful party without having to do it herself, got compliments from friends and family, etc.
NOW, you’ll go back and create the hook.
How?
You take a little bit of the doom, a little bit from the escalated section, and a little bit of the solution section and put them together to create a hook.
Hook: Feel the support of party planning.
Call to action: Click here to buy our princess party bundle. No assembly needed.
Are you starting to see the power in this selling method??
As humans, we love stories. We love being able to connect with stories. It’s why we read books and go to the movies. If you can start to create stories to use for your marketing, you are going to be light years ahead of every shop that tells people about the size, shape, and description of their product.
This is big boy and big girl marketing!
Get out there and do it for your own brand, you’ll be amazed at the results!
Jered
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