Why not every release needs to be full of hype!
I’ve been in full on inspiration mode in the studio over the last couple of weeks getting ready for some retail shows. One of the things I love about returning to retail shows is that I can play around with lots of different designs, toss them out at a show, and see what sticks.
And right now, we’re talking lots of different designs.
It’s possible, when it’s all said and done, that I’ll have 100 new SKUs to add to my line. And while I love the idea of bringing these to my upcoming retail shows and seeing how people respond, I’m less excited for what comes next.
No, let me rephrase that. I’m dreading have to post all this new work on my website.
Or at least, I was. Until I remembered I can drip.
What’s a drip? Well let me start by defining the drip’s more well-known cousin, the drop.
We’ve all seen big online drops from our favorite artists and makers. You know the one. The person teases new work for weeks and weeks and then, on a specified day and time, they release ALL of that work onto their website in a frenzy.
Drops can be great. They can create a lot of hype, which is especially good for one-of-a-kind work, because it creates a (real) sense of scarcity that gets people to buy. I love a good drop.
But drops can be exhausting. Not only is there all the pre-drop hype, but there’s getting everything ready for the drop itself. Taking photos, editing photos, creating listings on your website. Even a modest drop of 20-30 pieces requires hours of behind the scenes work.
Which is why, if you’re feeling overwhelmed by the idea of a major drop, you may feel better releasing your work in drips.
This means you release a small number of pieces at a time — most drips are 1-2 pieces, definitely nothing over 5 — without any hype or pre-amble first. You simply make a thing or two, list them on your website, and then email your list and post about it on social media. (If you’re into that sort of thing.)
Not only is releasing your work in drips much less overwhelming than doing a big drop, but it makes it much easier to email your list on a regular basis. Every drip is the perfect excuse for a “here’s a thing, go buy it” email.
Drips are also great if you don’t tend to work in big batches. Maybe you only get ideas for one to two designs at a time. With drips, you don’t have to hold off until you’ve got a big grouping. You can design something new and send it out into the world.
This is also a great way to test an idea that’s a little different from your usual designs. It’s a way to see how people will react to a new direction without investing a ton of time or energy into a full collection.
I’m not arguing that drips are better than drops. I think it’s a matter of personality and working style, and there can even be a place for both in your business. But if you find yourself overwhelmed by big releases, I’d encourage you to give drips a try.
And remember, sharing something when you first drip it into the world doesn’t have to be the only time you ever share that thing. You can share it as many times as you want (over email and social) to make sure your audience sees it. Because while drips might lack the hype of drops, they can give your business something else in return — consistency.