I want to get the words, “There’s no such thing as everybody” printed on a t-shirt. I’ve been thinking lately about the alleged necessity to sell online. Some creatives are doing it and getting great results. Others, not so much. And there are plenty more who haven’t yet jumped on board.
I’m not much into bandwagons or one-size-fits-all thinking. Not with t-shirts, and definitely not in business.
Here’s a little anecdote: recently I had a conversation with a couple of women about online shopping. Specifically, artisan-made jewellery. They were both 40-ish, and neither was too thrilled with the idea of buying jewellery online.
Do you ever want to unplug from the 21st Century and send messages by carrier pigeon? Do you ever have one of those days where you just want to give up and live in a nice, comfortable, media-free bunker?
Friday, 5:15 pm. I receive an unsolicited email about a business opportunity. Over 100 other people received the very same message. I know this because the sender neglected to create a proper email list, so I can see the address of every recipient.
Do I need to explain why I don’t enjoy having my email address broadcast that way? Do I need to tell you, dear reader, the hazards of exposing your mailing list to dozens of people in one fell swoop?
(Note: if you don’t know already, there is legislation governing direct marketing. There are also best practices, and national marketing associations where you can learn how to do it, online and offline, legally and properly.)
Things just get better from there.
I got an email in response to my call for your burning questions: how do you get the right people (curators, dealers, buyers) to find you on the web?
That’s the big one. How to find them, get their attention, and make them love you, plus conduct this apparent feat of magic without ever looking them in the eye.
Piece of cake. Throw a few pictures on Flickr, sign up for an Etsy shop, sit back and wait for the cash to roll in and the lovesick groupies to shower you with fan mail.
If you’re reading this, you already know that doesn’t cut it. When you set out to establish an online audience, you take the same basic steps as you would to build an audience offline. It requires time, energy, and smart decisions.
Do you have online digs with your own domain name?
If you’re starting a business, it’s time. If you’re already in business, it’s way past time. Say goodbye to the Blogger account and stake your claim.
Domain registration and hosting plans can be had for very little money (see if you can beat the price at Network Solutions). When you have your own domain name, you show the world you’re an owner, not a renter. You show the world you’re here to stay.
If it comes down to choosing between the electric bill and a domain name, obviously you’ll hold off on the domain. Otherwise, get the vanity license plate, already.
Then put your website to work.
What do you think of when you hear the word “networking?” If you’re even slightly inclined towards introversion, you might experience an involuntary twitch. If you’re a card-carrying hard core introvert, you might find yourself wanting to curl into a fetal position.
I fall somewhere in the middle. In a straight up business situation, I’m fine. If you invite me to a swanky social event, don’t be surprised if you find me in the kitchen, talking about Bugs Bunny cartoons or car repairs with one of the catering guys. Working the room? Not likely. I’m the type who likes to have big conversations and big laughs with very small groups of people. I can talk business. I can’t do social networking.
At least I thought I couldn’t.
