Hey, did you know? Black Friday already started.
Yes, for you as a seller, you should be already working on your Black Friday sale right now. In fact, if you're just starting now, in September, you're a bit late, but there's hope for you.
I'm not talking about rushing to your shop dashboard and discounting your work like crazy right now, but you should be in the process of getting your audience ready for your Black Friday messages to come.
If you're thinking: what audience? Then this message is definitely for you.
You see, any marketing message that comes out of the blue is destined to fail.
Promoting your Black Friday sale to someone who comes across your work for the first time ever is the equivalent of saying "how about baby names, what do you think of Wilbert?" at a first date.
If your audience never hears from you throughout the year, and then suddenly you start to promote your Black Friday sale, there is a chance you won't get the results you were after. This is because such an audience is a cold audience. As we know in marketing, cold audiences rarely convert.
In order for a cold audience to heat up a little bit, you have to nurture them with things that will surprise, entertain, or enlighten them in any way in the months leading up to Black Friday.
This could be a simple email newsletter showing behind the scenes photos of you creating your work, or a blog post on something that you are geeking out over right now and would love to share. It could also simply be an ongoing effort to keep your Instagram profile or Facebook page updated with interesting content your audience will love.
Then, when that marketing message comes during Black Friday, they will be ready to buy from you. Because they know, trust, and like you.
If you're curious how to build an email list from your Etsy shop that complies with Etsy's policy and GDPR, I'd like to point you to this tutorial I wrote two years ago but is still very effective until this day:
https://dailyetsysalesteam.tumblr.com/post/154376252535/the-best-automated-way-of-boosting-your-etsy-sales
I use it for all of my shops and enjoy the conversations I have with the customers who opt in to hear from me every once in a while. I don't send out a lot of emails, but I keep the list active, before it turns cold, to stay in those weird marketing terms.
I love sharing my passion for my work with people I meet through my shops and inform them about some interesting topics, and when the time is right, I have an interested audience who is happy to hear about my discounted offers for Black Friday as well.
Are you actively working on nurturing an interested audience leading up to big sale days such as Black Friday? If so, are you working on email marketing like me, are you more of an Instagram influencer, Facebooker, or are you doing anything else to keep in touch with them?
I'd love to hear it!
Debbie
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