As creatives – makers, we have a process we use when making our work, and most people don’t know what goes into making a piece. [...]]]> I want to go a little deeper into the tip I sent you last week about why showing your process is one of the best marketing tools you have.

As creatives – makers, we have a process we use when making our work, and most people don’t know what goes into making a piece. My bet is that, the majority of your customers will be amazed by how much time it takes, the level of skills you need to posses and all the different tools & techniques you use, just to make one piece. Showing your process openly will help you translate the value of your work, and people will understand the price you’re asking a lot better.

To get customers interested in buying your work, the first thing you as the maker need to do is get their attention, show them you exist.
This means exhibiting, doing shows, get your pieces in galleries, shops, websites and so on.
But, you’re not the only maker showing at those exhibitions, shows and galleries, and in order to get the customers attention you need to show them what makes you special.
If you’re open about your process, and how your work is made, they feel they can trust you. We like to buy from people we know and trust.

We all know that if we’ve had a nice buying experience in a shop, we’re very likely to go back for more.
There’s just one problem with most makers, we rarely have our own shop, but are reliant on the gallery or shop owners to do the talking for us. And sometimes they get it right, sometimes they don’t. But it’s not their fault, as they have a lot of makers to keep track of.
So, really you need to show them who you are.

How to get over ‘stage fright’ and claim your fame.
I know there’s a lot of fear when it comes to putting yourself out there, but you don’t have to show every detail of what you do, every mistake, every tiny step. Remember it’s your work – you decide!

Think of it as story telling. How can you best tell the story of the piece you’ve made, so it makes sense to someone who don’t know anything about you or your work.
Make it interesting and entertaining. This means you should use a way of communicating that feels good to you.

It could be

• video
• drawn animation
• writing
• images
• photo series of the different stages
• maybe you record a chat with a friend about making the piece

or just combine which ever media fells best to you.

Use your creativity to tell the story, make it into a fun creative project, where you can show some of your other talents.

Now, I want to know in the comments what was the best takeaway you got from this article?
Please also share any other tips or experiences you’ve had with showing your process openly?

On Friday May 11th Collect, the International Art Fair for Contemporary Objects, opened to the public. It’s the most prestigious fair for contemporary craft in the UK, and dare I say Europe.

For that I’ve [...]]]> Today I’m going to take you behind the scenes of my business, and show you one of my strongest marketing tools.

On Friday May 11th Collect, the International Art Fair for Contemporary Objects, opened to the public. It’s the most prestigious fair for contemporary craft in the UK, and dare I say Europe.

For that I’ve created new work – and while it’s dawnting to have someone look over your shoulder while you’re making, let alone show parts of your thinking and design process, it’s one of the most effective marketing tools we as makers have.

Okay – raise your hand if you’ve ever been asked about how you make something!

So, I’ve started recording my whole process. From initial idea, through design development and the whole making process. I sketch digitally and record everything I do on my iPhone. Then I make it into a video that shows the process. You can see the one I made for Collect here.

Click here to view the video on YouTube.

So, why is showing your process a great marketing tool? It shows transparency, it tells the story behind your pieces, who you are and how you work. We’re in the personal business, people want to buy from people, they buy the idea of who we are and what we stand for. So being open about what and how you do things, will only make your customers even bigger fans.

I sent out this video earlier in the week to my silversmithing list – and I have people write me back to say how amazing it is to see my process. The video is far from perfect, it’s done with a phone (!), but it tells a visual story, and that’s what’s important.

There are many ways to show your story, your process, it doesn’t have to be video, but something that is in line with your work, style and most importantly you should feel confident about it.

Now, let me know in the comments how you show your process, how you tell your story.

I’m in it amongst the finest craftsmen, all represented by 31 Galleries from around the globe. It’s an honour to be exhibited there, [...]]]> On Friday May 11th Collect, the International Art Fair for Contemporary Objects, opens to the public. It’s the most prestigious fair for contemporary craft in the UK, and dare I say Europe.

I’m in it amongst the finest craftsmen, all represented by 31 Galleries from around the globe. It’s an honour to be exhibited there, and for that I’m very grateful.

This year I’ve created new work in the lines of my silver manifesto, which basically is about looking at silverware from a very contemporary perspective. My aim is to make silverware that fits in with our lives as they are now – meaning all that cleaning, polishing and tarnishing just doesn’t fit in a busy life, where the special moments can be spontaneous and don’t have to require a lot of preparation.

Check out the video I made about the Black Silver Wire Candlesticks here below. They are already black, so no need to polish or clean. The candle drippings can be removed with boiling water, and the wax thats left on the surface doesn’t interfere with tarnishing.

Click here to view the video on YouTube.

I’ve also made a series of 4 mini sculptures – only 3 got to go to Collect, you can see the last one here. They are made from the thought of using a more sustainable production method. So I’ve made them from silver scrap (or actually some of my older pieces – as I tend to recycle my work after 5 years or so). Everything is done in my workshop, by me. I’ve melted the silver, cast it into thick sheet, rolled it down (lot’s of sweat and woman power went into that) then pierced out the pattern and finally shaped them into mini sculptures inspired by the definitions of a bowl.

You can read more about Collect here.

Please share this article if you know anyone who would find it interesting.

We as humans, [...]]]> I bet you’re a multi passionate creator like me?
I like making lot’s of different things, with different functions, different styles, using different materials, techniques and approaches.
The variety of what I’m creating is what keeps me going, what keeps me from boredom, and brings new inspiration into my work.

We as humans, naturally have many facets to our personality, many different interests that don’t really seem to be connected. But – they are. They form our personality, and is that special awesome sauce that makes us unique. The same is true about our work, and it’s what makes us and our work interesting.

But there’s a downside to multi passionate designing and making, it’s called style confusion.

What I mean by that is, if you’re making many different objects with different styles, it can be difficult for others (typically your potential customers) to see the common thread of your work. They get confused, and think you haven’t really found your visual voice yet. Maybe it’s frustrating you too?
Maybe you feel like your work isn’t coming across as cohesive.

But let me tell you this: you’re not unstructured, unorganised, confused, all over the place or whatever else you might be saying to yourself about all your different styles. You have an amazing gift to be inspired by many different things, filter it through your system and create a variety of outcomes. You’re just a multi-passionate creator, and that’s quite incredible.

All your different styles probably makes sense to you – you know and can see the connection between all the different styles and pieces you’re making – you just need to help others make sense of it as well.

So, here’s a smart design move you can make right now to sort it out.
And in the spirit of diversity there are different ways to approach it too, so pick the one that is easiest to you.

• Look at all your work and see if you can find max three themes or categories it will fit into.
• Or you can start with identifying 3 inspiration filters or themes you run your ideas through when designing them. that usually has a common effect on the outcome.
• Or how about stages of development in your work?
• Three commonalities you use in your visual language.

Look for structures, colours, seasons, shapes, techniques, materials, textures, you name it. Be open!

The smart thing is to find a visual theme or category, so it will make sense to outsiders as well.

Now categorise your three different styles, under those 3 filters or themes and use the words in the description of your work. So for example when you name it, describe your inspiration or style or as grouping in your catalogue and when you exhibit.
It will make you work look cohesive, and it will be so much easier for your customers to recognise you.

‘Right Sidsel,’ you might be thinking, ‘this is like, sooo obvious!’
Yes, it is! But have you actually done it? I mean – is it public, have you said it out loud? Is it on your website, are you actively using it to make it easier for your customers to make sense of your work when they see it?

Cool?
Tell me then, in the comment below, what your three themes or categories are! And feel free to include a link to your website to make it public!

Let’s dive in!

Design.
Let’s get a bit technical about newsletters. When you’ve figured out what to write about, how and who you’re writing to, you need to make it look professional as well.

Let’s dive in!

Design.
Make sure your newsletter has the same branding and over all feel as your website, letter head, postcards etc. Use the same colours and the same fonts in all your communication. If you use images, make sure you use the same – yes it might be boring to you, and you might think you need to use different ones to show your work is developing – but seen from a customers point of view, an image they recognise as yours makes them feel safe, and they will instantly know it’s you because it’s on your website, your Facebook fan page, your postcard, your fair stand etc.
I’m not saying your shouldn’t change it once in a while – just make sure it’s a signature piece, that you’re happy about – so you can keep it for a while.

Consistency.
If you chose to have a newsletter, you need to be consistent. Make sure you have a plan and stick to it.
How often are you going to send it out?
Once a week, every two weeks, every month?
What’s too often and what’s too far apart? It depends on your business and why you’re writing a newsletter, and there are many pro’s and con’s that I’m not going to go into.
Whatever you decide is up to you and your temper, but just remember not to leave too much time in between, as people tend to forget that they signed up and might report you as spam.
If you’re up front with your frequency people know what they sign up for.
And remember: you don’t have to write a novel each time – just something they can read in 5 minutes.

System.
If you’re sending out newsletters from you own email – get a system NOW!
There’s a ton of free or very cheap online systems where you can set up your email newsletter.
A couple of reasons you should get a email marketing system:

• you can add a sign up box to your website or a sign up link in your email signature – so it’s easy to sign up.
• it’s easier to manage your subscribers & send to segments.
• you don’t have to copy paste peoples email and keep track of who’s on the list and who’s not.
• you can design a template.
• and then theres all the juicy tracking and analytics.

Here’s a few known newsletter services to get you started: Aweber, MailChimp, ConstantContacts, CampaignMonitor – but there’s a ton out there, so go search for your own perfect solution.

Set up the right way – and that is: to reflect who you are and what your business is about – these three areas: Design, Consistency and an email System, are going to make you and your business newsletter look very professional.

In the comments below I want to hear from you what your experiences with email newsletters are?
What frequency works best for you, what’s your favourite easy email marketing system or maybe a super easy design setup you want to share.

That was me a year ago – [...]]]> Imaging you’re sitting in front of your computer – you’re about to write a newsletter.
You have your topic – you know your stuff, but you’re hands are clammy and you’re not sure what words to use, it’s like the sentences keep coming out the wrong way.

That was me a year ago – I would rather clean the hairs out of the bathroom drain than write a newsletter – maybe it’s you too?

Maybe you recognise this feeling: ‘uh, when I sit down to write it’s like my mind goes blank and I start doubting if my content is going to be valuable, will my list really want to read about it …’

A feeling that looks a lot like performance anxiety.

No wonder – I say! You’re potentially writing to hundreds – thousands of people! Of course you feel scared.

But I have a little mindset thing I learned from the woman who initially taught me about newsletters. And it’s so good – it changed me from being a shivering newsletter wreck into a newsletter super fan in 5 minutes.

Today I want to take you on that little journey with me, so you’ll never feel awkward about writing a newsletter ever again!

It’s a three part exercise:

Part I

• Think about the last ‘out of office-reply’ you wrote. Where did you go? What was the words you used? Maybe it was something like this: Thank you for contacting me. I’m out of office from date till date. I’ll get back to you as soon as possible.
• Now think about what your status update on Facebook or twitter was when you were going on your ‘out of office’ event – something like this maybe: I’m on my way to this exciting exhibition in London – check it out here.
• Last I want you to think about what the text message you sent your best friend about your ‘out of office’ event sounded like – Mine would be like this: Hey, Guess who’s going to London????? MEEEEEE! It’s going to be fabulous! xx

See the difference? Formal – friendly – in your face.

Now hold that in the back of your mind – I’ll get back to it.

Part II

Now I want you to picture your customer, the people on your newsletter list.
Draw your most common customer – it can just be a stick man. Let’s get into details, put some facts on, like age, family status, job, interests – even give him/her a name. The more details the better.

This is the person you’re writing to.

Now you wouldn’t go stiff and formal to your best customer would you?

Now, back to about the ‘out of office’ example. Find the tone or writing style you would have with that person you just drew! It would probably be friendly, right?

Not stiff and formal. How do you like stiff and formal yourself? These are real people you’re writing to.

Part III (I saved the best for last, this is what really made the difference to me)

Only one person is reading your newsletter at any given time. So even if you have thousands on your list – they are all reading your letter on their own. When they receive your email, they don’t hang around one big computer all at the same time viewing it together – they open it and read it individually. So really you’re just writing to ONE person.

So – don’t write Dear Everybody - I’m not everybody, when I get your email – I’m just me! I can’t see all the other subscribers:)

Just writing to one person took the pressure off for me.

When you write – picture that person in your head – that person you drew as your stick-man customer. If it helps you can even put a face on the stick-man –  to make him human!
Now I want to hear from you in the comments, what you thought was the best take away from this post? – have you ever had the performance anxiety when writing a newsletter? And how did you get over it?

If you found this article useful, please share it with your friends!

Let me be completely straight with you – I have had a list ever since I started silversmithing, and I’ve never known what to do with it!

If you’re designing things that you like – then how do you know if you can sell them? Should you be designing for your customer or for you?

Pricing needs to bee seen in the grand scheme of things – what’s your industry – your craft, What are others like you charging, where are you positioning yourself, is it one-off pieces or [...]]]> How do you know what to charge for your craft?… and how exactly do you calculate the prices for each piece?

Pricing needs to bee seen in the grand scheme of things – what’s your industry – your craft, What are others like you charging, where are you positioning yourself, is it one-off pieces or batch production?

These are all parameters you can use to price your pieces. But what about the foundation – the expenses you need to cover? Do you know…

• how much you need to make pr hour you’re working?
• how much you need to charge an hour to cover all your costs?
• how much each piece should cost to secure you a profit?

I’ve made the Perfect Pricing Kit – a Set It & Forget It Pricing Guide for Makers, to show you exactly how I do it. It’s a easy pricing guide that will take you through how to price a piece of craft and calculate it for you. And it’s not going to take you long to fill out – all you need to do is put your numbers in the blank spots on the spreadsheet – I’ve done the rest for you.

Easy peasy!

Here’s what’s included in the Painless Pricing Kit:

• a Set It & Forget It spreadsheet you can save on your computer and use every time you need to calculate a price.
• The Easy Pricing Calculator - just copy-paste it to a spreadsheet
• a 10 minute video that walks you through the whole process
• a pdf guide

And did I mention it’s free? All you need to do is put your name & email in the box below and you’ll have it in your inbox shortly! You’ll also get my weekly newsletter, with business & design tips to boost you creative business.

By the way – I totally respect your privacy and you can unsubscribe at any point – no hard feelings.

If you know anyone you think could benefit from this  - please share it – they’ll thank you for it:)