In a recent post, Tara questioned the need to solve every problem in your business with the question, how do I get the word out? The problem, she says, isn’t always the marketing, but the product itself. She asked, Could it be that it’s the product that needs changing and not the promotional plan?
I totally agree that often, the problem with your lack of sales isn’t a marketing problem. Like Tara, I believe that sometimes it’s a product problem.
But I believe that it’s often a product problem because it’s a mindset problem.
Tara goes on to say that, “Handmade,” “local,” and “independent” are important value add-ons. They reinforce my buying decision and make me feel good about the money I’m spending. But they won’t change my mind.
What Tara is saying is something that I agree with – I won’t buy something solely because it falls into a category that aligns with my beliefs. As a consumer, I’m not as interested in the values of the category as I am in the value to me of that particular thing.
But as a maker, I’ve also learned that until you understand the greater value of what you’re putting out into the world, you can’t make the best product. If you don’t believe that what you are doing matters in the sense of the larger world, you will never feel confident enough to do your best work.
If you don’t believe, deep down in your soul, that art or objects or adornment or handmade or design or whatever category you view yourself in is worthwhile, is incredibly valuable to the world, then how can you not help but half-ass it?
If you don’t believe wholeheartedly in the value of what you’re doing, then how can you make the best thing possible?
If you don’t believe that your best is of any real value, then how can you make something that’s valuable to someone else?
I’ve spent my whole life in the visual arts, and I’ve seen and heard enough to know that we have some pretty serious doubts about the value of what we do as whole, not to mention doubts about what we do as individuals. Combine external criticism with internal self-doubt and it’s pretty clear that we’ve got a whole lot of work to do when it comes to seeing the categorical value of what we do.
But Tara has a point. People don’t buy based on categories. They buy based on the traits of the individual thing. And it’s there where the value lies. Not with the category. Not with the process. Sometimes not even with the function. But in the inherent value to the end user.
But as product makers, as artists, it can be difficult to see what the end user sees. It can be difficult to find and communicate that value. It’s totally there, but it takes real work to be able to articulate it.
People don’t buy my jewelry solely because they think jewelry is valuable. They buy it because they see the particular value in that particular piece. They see how they can throw that particular necklace over anything and instantly feel more put together. They can see how they will wear those particular earrings every day and always feel fabulous. They can see how wearing that one statement piece might make them the center of attention in all the right ways.
They can see that because I see that, and because I show that to them.
But before I could get to that point, I had to understand why jewelry mattered at all. And for my customers to really get that, they have to feel like jewelry is worth spending money on. That it’s worth wearing.
But once we all get that, the ultimate purchasing decision comes down to the value that my product specifically provides to them. The way it looks and feels and, more importantly, makes them feel.
In the five or so years since I started consistently making and selling jewelry, what I’ve made hasn’t changed much. I sill use the same materials and a lot of the same forms. But it has gotten better.
But it only got better once I was able to see the value it provides, both on a categorical and individual level.
Once I understood just how powerful jewelry could be, just how much of an impact it could have on someone’s life, I put my energy into making my jewelry the best it could be.
All the marketing and promotion in the world can’t help you if the product isn’t good. But I know from experience you can’t make a good product if you don’t start with the right mindset.
You have to understand the greater value of what you do before you can create that specific value for your audience.
Hi Megan: I recently discovered your blog and really appreciate your insightful posts, coaching, and encouragement. I feel like you are writing just for me! Keep up the good work…and I will keep striving to implement your advice into my business.
Jamie
I love today’s post, Megan!
I am a maker of hand beaded and embroidered clothing and accessories and have consistently struggled with this very thing. I had recently realized that I need to raise some of my prices, not only to make more money but because I am creating one of a kind art pieces that are impacting someone’s life in a very positive way.
I always feel like your posts are directly in line with what I am going through as a jewelry maker and small business owner. I wonder, do you have any insight on when other jewelry artisans copy your style and procedure? This is something I’m facing right now and not sure what (if anything!) I can do about it.
Thanks Meagan, you really succinctly summed up the root of the ‘what’, ‘why’ and ‘how’ we should do things as makers and designers. Great post.
Thanks Megan~ I am totally guilty of undervaluing my work, mostly because of the medium. Paper. I’m working on it and love all of the advice and encouragement!
Love this! Thank you for reminding us of the most important thing: our product that we are passionate about. It is easy to get wrapped up in the business side of things and forget about why we started creating in the first place. Thanks for the reminder 🙂
This is a great article. Art not only has wonderful, fulfilling bennies for us as individuals, it is a huge benefit to our culture. It’s what reminds us of what it means to be human, in the best sense of the word.
Megan- This post couldn’t have come at a a better time. An old mindset is hard to break, but I’m chipping away at as fast as I can. As always, thank you for the extra push!
I know every now and again I comment – saying I will one day sign up for one of your courses…BUT I really will. I just really want to tell you how fantastic and inspirational your words of wisdom were emailed to me. I really appreciate all that you say AND I love what you make, I thought I would send a note of thanks as its always good to hear ‘nice words’ we all need them.
Much thanks Donna
Great words of advice…and I’m guilty, like many others, thanks for the thoughts on this matter, I’m going to really look differently at my products from now on. Love the site you have and all the timely tips and advice.
Love your post – think big and be big!
Thank you Megan, you words of wisdom make so much sense and help me feel more confident about my work. Like, BIG help.
Really hope to meet you one day – Greetings form Belgium, Ivanne
Such a great thought-provoker and a real kick up the bum for those of us who are having doubts about what we’re doing and why it’s not going anywhere…thank you!
Clio
It’s so easy to get lost in a fog of mixed messages & your advice is direct and really a good motivator, thankyou!
This is an excellent post and just what I needed to read right now.
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Wise words, Megan.
The best way I’ve found to manage my enthusiasm/belief in my work is to take a step back and look at it as if it were someone else’s. When you make a point of wearing other people’s perspectives, your eyes open to new ways you can improve. You develop well-formed answers to objections before they occur. And you’re more likely to give yourself credit where credit is due.
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I agree with you “You have to understand the greater value of what you do before you can create that specific value for your audience” .
It’s funny , after years of making handmade soap I knew people liked my soap it and I had no problem selling it, but I didn’t see a true value in it. It seemed almost insignificant to me.
I saw my soap more as a quick last minute gift someone could buy for themselves, like buying a candy bar at the grocery, at the check out counter. My thinking really needed to change, because my business was suffering from my mindset.
Then one day while delivering my wholesale orders I was greeted by the shop owner’s assistant and she was so happy to see me. She told me her son had been saving up his money from mowing lawns to buy a specific bar of soap I sold (it was his favorite scent) and kept asking if any more soap had been delivered. She knew he would be happy and went on to tell me how she adored everything I made.
Wow! I went out of that store with the biggest grin, but with a different mindset on how others valued my product and that added value for me too. I have always taken great care with everything I made, but now I have a renewed sense of love for what I do.
Once I understood that the whole game changed for me and my business.
About time after 10+ years of making soap 🙂
Loved your post!! Thanks for letting me comment and I enjoyed reading everyone else’s replies as well.
Well there is no to much to think about it. You need to sell what people need “a product with value” if you have it marketing is the last in the list. Great content. Reason enough to write a business plan. Best of luck.
What a fantastic and refreshing insight! This is an issue which is so rarely talked about but which fundamentally affects so much in a creative career. Thank you so much for your article.
Sarah
I don’t even remember how I happened across this piece but I’m grateful to you for writing it and sharing. This is timely for me, my goals and my business.Value! Value! Value!