When you think about all of the creative businesses online – the good, the bad, and the ugly – notice that they all fall into one of two categories.
Type 1: Creatives that constantly struggle to get traffic, make sales, and profit online. If they do find a customer, it’s almost always the worst situation imaginable. The customer wants to barter, trade, get a discount, request a custom order (and never come back to actually pay for it), get a refund, and oh yeah, their package got lost in the mail.
Type 2: Creatives whose products or services are flying off the virtual shelves. These people seem to have a raving crowd of fans at the ready and eager to buy! They mention a product on Instagram, and within minutes, it’s sold out! Customers are raving and showing off their purchases (thereby creating even more insatiable desire for the product).
Right? Regardless of which category you personally identify with, I’m sure that you can easily think of a few examples of both types of creative business owners, off the top.
Next, let’s imagine how each of these creatives feels about their clients/customers, and let’s be really honest with this exercise. I’m going to have YOU play the role for both parts.
Type 1: The creative that constantly struggles
You put your product online for sale, but you don’t trust your customer will find it, understand it, or be able to afford it. You’ve tried marketing, but nobody’s listening, so what’s the use?
You add more options and customizations, just in case it will add that “something special” your visitor hasn’t been able to find anywhere else.
If a customer inquires about a purchase, or actually makes one, you talk a lot. You send a lot of messages and extra confirmations and notices. You’re secretly afraid they’ll change their minds or they won’t like the purchase. You don’t want a negative review, and you definitely can’t afford to send a refund. Your business needs every sale it can get!
(By the way, I have a successful business, and I can relate to almost every line I wrote above. I’ve felt all of it, at one time or another over the years. I don’t know a creative entrepreneur who hasn’t experienced these fears and doubts.)
Type 2: The creative who is always selling
You put your product online for sale, and you just know it’s going to be a huge hit. You set a (too big to admit out loud) sales goal … and you exceed that insanely glorious figure! When you share or post online, your message is received with warmth and excitement.
You trust your instincts in business, and that allows you to keep your operation simple.
You know your ideal customer so well that it’s a allowed you to create a system that surprises and delights them time and time again. You tested the system; you can trust it to eliminate customer confusion and unnecessary conversations.
Customers are raving, referrals are pouring in; people are proud to do business with you!
What makes the difference?
Sue Bryce is a photographer that teaches a mix of photography and business for CreativeLive. I love her. In a recent class, she discussed the attitude we bring to sales and value and pricing.
To paraphrase her beautiful talk, she told a story about what it’s like to walk into a boutique where the sales clerk looks at you like you can’t afford the product versus what it’s like to walk into a boutique where the sales clerk treats you like you’re important.
Think about how differently those two situations make you feel. One boutique scenario leaves you feeling rejected and dejected, while the other leaves you feeling rich.
Next, let’s look back on our two types of creatives. THIS IS SO IMPORTANT: Which type of creative trusts their customer? The one that sells, of course!
Which creative is unknowingly rejecting their customer? The one that struggles, obviously! Therefore, never secretly worry that your customer can’t afford your product! Don’t do that!
Treat them like they’re rich. People are drawn to and want to purchase from business owners that trust them. Your customers are important and their time is valuable. Respect them as such to attract more of them to your business.
It’s time your online communication conveyed that for you.
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I’d like to take the copy right class but as usual I’m a day late and a dollar short or so it seems. The course was on May 24th and I only just found your website today June 2nd. Could you let me know when this will be available in the future. I’m in the process of trying to build my own website and etsy store. I’ve gotten so many opinions on how it should be done that my head is spinning and I’m more confused then I started out. I’m looking forward to joining your team. I’ve signed up for notification on when the Luminaries opens back up. Thank you for your time and I look forward to your response
Thanks for your interest, Victoria! As an email subscriber, you’ll be first to know the next time it opens.
That was interesting. I missed the course though. However, after reading this post I have researched some more articles around copy-writing and it helped me to a great extent.
Thanks for this wonderful writeup.