Yesterday, the American Craft Council made the decision to cancel their Atlanta show. And while I agree they made the right call, I know this is a huge blow to the artists and makers who were counting on that revenue.
I’m also sure that this won’t be the only show cancellation that we see in the next few months. And I’m sure that (plus the constant NEWS) has given you at least a little anxiety around your business. (And if it hasn’t, please let me know, so I can learn from you, oh wise one.)
So while I can’t wave a magic wand and make everything better (believe me I would if I could), I did want to reach out and give you a few very real things you can do to mitigate your anxiety and put your business in the best possible position to weather this crisis.
1. Take stock of your current financial position and put some money into savings.
I’ve written before that an automated savings plan was the thing best thing I’ve ever done to reduce stress in my business. So one of the first things I did was take stock of my accounts to see how long I could function if I had zero money coming into my business.
Now I know some of you are reading this and thinking “I have nothing in savings, so the amount of time I can not make money is zero.” But that only means that now is the perfect time to start an automated savings plan. It’s like the say about planting a tree – the best time was 20 years ago, the second best time is today.
And I know it can feel like there isn’t any money to set aside into savings, but the truth is, unless you are proactive about it, there will never be money, because your business is likely to spend everything that is available. (For more on this, see the book Profit First.) That’s why I recommend starting by automating a small amount into savings – somewhere between $5-$50 a week, depending on your business financials. If you don’t miss the money, keep increasing the amount, and see how high you can go.
While starting now may not help with the current situation, it does set your business up for future ebbs and flows, and gets you into a good financial habit. And if you are sitting on an extra chunk of change for your business right now, sock it away into an emergency fund. Of course I hope that things settle down quickly, but if they don’t, an emergency fund is key to getting you through.
2. Give your website some TLC.
You are selling online, right? If you aren’t, put “get my website finished” at the top of your to-do list. (If you’re feeling overwhelmed by that, I talk about the different options and how to set your site up in my only slightly confusingly named class on Creative Live, Beyond Etsy.)
If your website is already finished (spoiler alert: it’s never actually finished), now is a good time to go over it and see if it needs work. With shows questionable (and stores likely feeling the crunch as well), you may need to rely on your website more than ever to bring in additional income.
While there’s obviously a lot that goes into an effective website, here are a few places to start:
Home Page – Is it clear what you sell and what next step customers should take?
Email Capture – Do you have multiple, obvious places where people can join your email list?
About Page – Is there are picture of you (so people know you’re human) and a little about who you are and what you do?
FAQs – Do you have a Frequently Asked Questions page that answers questions like shipping times, where products are produced, and other common questions you get?
Product Categories – is it easy to browse and navigate your products and collections? (For more on that, see this post.)
Product Photography – Do you have clear product photography that also shows use and emotion?
Product Descriptions – Are you giving your customers all the information they need? Are you making them want to buy?
Check Out Process – Is it easy to go from adding something to your cart to making a purchase?
It can be tricky to look at your own website with an objective eye, so after you’ve given it a once over, I’d recommend asking a few friends (ideally ones who do a lot of online shopping) to take a look as well. You can also join Artists & Profit Makers, where I give website feedback in the forums!
If your website needs a lot of work, it may feel overwhelming, so I recommend making a list of everything you want to do and then tackling one thing at a time. Start with single pages that need work (like your home page, about page, and FAQs) before moving onto product pages, since those can really feel overwhelming. Then focus on one product or collection at a time (it’s best to start with the ones getting the most views) and make improvements there.
Yes, getting your website together can require a lot of work, but it’s also a good use of your time if you’re stuck at home or are finding your shows cancelled.
3. Email Your List
Your website only works if you get people to it, and the easiest way to do that is to email your list. (And to continue emailing your list!!) I recommend emailing your list every week or every other week at the least. (Once a month does not cut it.)
And no, you don’t have to email a sale or coupon code every time. If you’re not sure what to send to your list, be sure to join the mailing list to access this free training with lots of email list ideas.
But that doesn’t mean that you shouldn’t think about a sale, especially if you were scheduled to do a show that was cancelled and could use some fast cash. If you’re going to run a sale, I recommend keeping the window short (48-72 hours max) so that your list is actually motivated to take action. (Any longer, and people forget.) And be sure to talk about it on social media beforehand, as a way to get people to join your list. (I like to give my mailing list first dibs on all sales and new product releases.)
As uncertainty raises questions about our ability to gather publicly over the coming months, having an effective website and connecting with customers through your email list are some of the most powerful tools at your disposal, so now is a good time to make sure you’ve got both in tip top shape. Plus working on improving your website is a much better use of your time then endlessly reading the news. (A little news is power, a lot is simply anxiety inducing.)
One final thing. If you do feel sick, please take a break! I know it can be hard to back off work when you are the one bringing in the money (that’s where number 1 comes into play) but you’re not doing anyone any favors by pushing through or sending out their orders covered in germs. While it may seem precarious, it’s not worth risking the health of those around you and working through illness. Take a break, I promise your business will still be there when you come back.