1 00:00:04,440 --> 00:00:05,010 Hi there. 2 00:00:05,280 --> 00:00:06,060 It's Sue. 3 00:00:06,120 --> 00:00:08,700 And thanks for joining me for tips and talk day. 4 00:00:09,330 --> 00:00:13,290 These are bite-sized topics that I pull from community questions and 5 00:00:13,290 --> 00:00:16,830 things that I'm observing in the world of handmade small business. 6 00:00:17,310 --> 00:00:18,900 If you'd like to submit a topic, 7 00:00:19,230 --> 00:00:22,710 DME over on Instagram at gift biz unwrapped, 8 00:00:23,310 --> 00:00:24,780 before we get into the show today, 9 00:00:25,080 --> 00:00:27,450 I want to make sure that you know about the newest 10 00:00:27,450 --> 00:00:29,130 thing happening over here. 11 00:00:29,640 --> 00:00:34,620 It's called the gift biz bash a zoom party that turns 12 00:00:34,620 --> 00:00:36,180 into a podcast episode. 13 00:00:36,180 --> 00:00:37,560 Several weeks later, 14 00:00:38,100 --> 00:00:41,460 the party consists of a short training with Q and a 15 00:00:41,490 --> 00:00:43,110 from yours truly. 16 00:00:43,530 --> 00:00:46,500 And then an opportunity for you to give a shout out 17 00:00:46,500 --> 00:00:47,610 about your business. 18 00:00:48,120 --> 00:00:51,030 You can tell us about a promotion you currently have going 19 00:00:51,030 --> 00:00:55,050 on or share a collaboration that you're considering so that you 20 00:00:55,050 --> 00:00:58,170 can find a perfect partner for the event. 21 00:00:59,040 --> 00:01:02,010 A little bit of learning and visibility for your business. 22 00:01:02,160 --> 00:01:03,570 What could be better? 23 00:01:04,140 --> 00:01:07,440 There is a catch though spots are limited to keep the 24 00:01:07,440 --> 00:01:10,020 party to about 45 minutes or so. 25 00:01:10,650 --> 00:01:13,620 That means you should grab your spot right away. 26 00:01:14,190 --> 00:01:17,430 It's totally free to make sure you're included. 27 00:01:17,490 --> 00:01:18,930 Why not do that right now? 28 00:01:19,320 --> 00:01:20,430 Pause this episode, 29 00:01:20,760 --> 00:01:22,560 go to gift biz, 30 00:01:22,620 --> 00:01:28,440 unwrapped.com forward slash bash to sign up and then come back 31 00:01:28,500 --> 00:01:29,760 and listen to the show. 32 00:01:30,180 --> 00:01:31,650 I'll see you at the bash. 33 00:01:33,810 --> 00:01:37,170 Are you a lurker or a loyalist? 34 00:01:37,980 --> 00:01:40,740 I'm going to venture to say you're both, 35 00:01:41,040 --> 00:01:42,510 depending on the situation, 36 00:01:43,320 --> 00:01:46,800 let's define a lurker as someone who observes, 37 00:01:46,830 --> 00:01:50,010 but doesn't participate and a loyalist. 38 00:01:50,010 --> 00:01:54,300 I think this is self-explanatory a lurker. 39 00:01:55,050 --> 00:01:56,880 That could be you. 40 00:01:57,180 --> 00:01:59,070 If you go into a retail shop, 41 00:01:59,100 --> 00:02:00,300 just to look around, 42 00:02:00,810 --> 00:02:04,260 to pass time before meeting a friend for coffee or something, 43 00:02:05,280 --> 00:02:07,650 it could be you in a Facebook group, 44 00:02:07,890 --> 00:02:11,730 observing what others talk about and taking in new ideas and 45 00:02:11,730 --> 00:02:15,180 thoughts, but you never participate. 46 00:02:15,960 --> 00:02:18,690 It could be you looking at products on a website, 47 00:02:19,050 --> 00:02:20,070 reading a blog, 48 00:02:20,580 --> 00:02:26,250 watching videos on YouTube and being entertained and informed in all 49 00:02:26,250 --> 00:02:29,190 sorts of ways through someone's content. 50 00:02:29,970 --> 00:02:32,700 It's great to have access to all these things. 51 00:02:33,570 --> 00:02:37,050 However, when you're a business owner, 52 00:02:37,440 --> 00:02:39,000 it can be discouraging. 53 00:02:39,570 --> 00:02:42,270 People come into your shop or your show booth, 54 00:02:42,570 --> 00:02:43,800 pick things up, 55 00:02:43,980 --> 00:02:45,450 chat for a while, 56 00:02:45,690 --> 00:02:47,340 and then leave without buying. 57 00:02:48,060 --> 00:02:51,090 Or your Facebook page may have hundreds, 58 00:02:51,150 --> 00:02:53,130 even thousands of followers, 59 00:02:53,520 --> 00:02:57,000 many who even contribute by posting and commenting, 60 00:02:57,360 --> 00:03:00,790 but they never support you through sales or take part in 61 00:03:00,790 --> 00:03:02,200 your special promotions, 62 00:03:03,250 --> 00:03:06,160 or there's a lot of traffic to your website. 63 00:03:06,550 --> 00:03:09,220 But conversions to purchases are few. 64 00:03:10,450 --> 00:03:12,010 When you do the lurking, 65 00:03:12,070 --> 00:03:13,570 you're scoping things out, 66 00:03:13,870 --> 00:03:17,590 deciding if it's right for you and grabbing all the value 67 00:03:17,590 --> 00:03:21,160 you can from that spot after all it's out there for 68 00:03:21,160 --> 00:03:22,240 everyone. Right? 69 00:03:22,750 --> 00:03:25,450 And that is perfectly okay. 70 00:03:26,680 --> 00:03:30,670 Here's the thing of all the people who interact with you, 71 00:03:31,210 --> 00:03:36,670 regardless of how so in-person or online only a small percentage 72 00:03:36,670 --> 00:03:39,310 of them will ever buy from you. 73 00:03:40,270 --> 00:03:42,220 It varies by business and product, 74 00:03:42,220 --> 00:03:43,030 of course, 75 00:03:43,360 --> 00:03:47,290 but let's say a good average is about three to 7%. 76 00:03:48,100 --> 00:03:51,670 Some offers for sure will do better than others. 77 00:03:51,730 --> 00:03:55,000 And certain times of the year will produce greater results. 78 00:03:55,330 --> 00:03:57,160 But over a calendar year, 79 00:03:57,490 --> 00:04:01,870 consider that somewhere between three to 7% of all of the 80 00:04:01,870 --> 00:04:05,440 people who find your business will actually buy, 81 00:04:05,890 --> 00:04:07,540 it might even be lower. 82 00:04:07,540 --> 00:04:10,900 And that feels like a super low number. 83 00:04:10,990 --> 00:04:11,680 I know, 84 00:04:12,610 --> 00:04:13,990 but that's the truth of it. 85 00:04:15,040 --> 00:04:16,660 So what do you do about this? 86 00:04:17,200 --> 00:04:21,040 What should you do specifically with your lawmakers? 87 00:04:21,760 --> 00:04:22,900 Here's my answer, 88 00:04:23,740 --> 00:04:26,380 everything and nothing. 89 00:04:27,430 --> 00:04:29,440 You might have a tendency to say. 90 00:04:29,770 --> 00:04:32,530 I put so much work into writing my blog, 91 00:04:32,590 --> 00:04:33,940 doing reels, 92 00:04:34,030 --> 00:04:35,710 other social posts, 93 00:04:36,010 --> 00:04:39,640 putting up images on my website and I'm done. 94 00:04:40,030 --> 00:04:46,420 It's not worth it because nobody's buying consider this just last 95 00:04:46,420 --> 00:04:48,850 month in preparation for my son's wedding. 96 00:04:49,270 --> 00:04:54,640 I finally purchased two dresses from a company whose catalog and 97 00:04:54,640 --> 00:04:58,990 Instagram account I've been lurking on for at least two years. 98 00:04:59,830 --> 00:05:03,520 If they had chosen to stop their marketing efforts to me 99 00:05:03,820 --> 00:05:05,860 or their posts on social media, 100 00:05:06,610 --> 00:05:09,640 I wouldn't have remembered to check them out when I had 101 00:05:09,640 --> 00:05:12,280 the need for their gorgeous clothes. 102 00:05:12,970 --> 00:05:16,840 What my lurking did was reinforced that I love the brand 103 00:05:17,260 --> 00:05:21,010 and I've come to trust them and also can accept their 104 00:05:21,010 --> 00:05:25,450 higher prices and feel like they're deserving because I've learned about 105 00:05:25,450 --> 00:05:26,680 their social give back. 106 00:05:27,100 --> 00:05:31,060 And I've also learned about the quality and dedication and the 107 00:05:31,060 --> 00:05:36,790 commitment they have for their materials and the style for them. 108 00:05:36,790 --> 00:05:38,950 It's probably way too long, 109 00:05:38,950 --> 00:05:41,410 a time to roll over one customer. 110 00:05:41,980 --> 00:05:42,820 But to me, 111 00:05:43,000 --> 00:05:44,860 it was just right. 112 00:05:45,550 --> 00:05:46,330 And guess what? 113 00:05:46,570 --> 00:05:47,350 Since then, 114 00:05:47,680 --> 00:05:52,060 I've been back for another more casual style purchase. 115 00:05:52,810 --> 00:05:56,050 That's the way businesses you offer. 116 00:05:56,470 --> 00:05:59,780 And then they buy when they're ready. 117 00:06:00,560 --> 00:06:03,380 But this only happens if you stay in front of your 118 00:06:03,380 --> 00:06:07,910 potential customers and keep offering content that they find interesting, 119 00:06:07,970 --> 00:06:09,800 entertaining or educational, 120 00:06:10,670 --> 00:06:13,580 you have to make it worth their time to stay connected, 121 00:06:14,030 --> 00:06:18,380 or you will completely miss out when they're ready to buy 122 00:06:19,190 --> 00:06:20,090 bottom line, 123 00:06:20,480 --> 00:06:22,580 respect your lurkers. 124 00:06:24,230 --> 00:06:27,200 Now let's talk about the loyalists. 125 00:06:27,680 --> 00:06:30,050 These are the folks who press the buy button, 126 00:06:30,230 --> 00:06:35,150 swipe their card in your store and open your emails regularly. 127 00:06:35,660 --> 00:06:38,360 They reply to your posts and leave reviews. 128 00:06:38,810 --> 00:06:42,890 They are the gems and deserve all of your attention. 129 00:06:44,120 --> 00:06:45,470 I have certain brands, 130 00:06:45,500 --> 00:06:47,990 including many handmade makers, 131 00:06:48,290 --> 00:06:51,230 whose products I support over and over again. 132 00:06:52,010 --> 00:06:53,030 I bought a jewelry, 133 00:06:53,030 --> 00:06:56,360 travel pouch for myself and loved it so much. 134 00:06:56,690 --> 00:06:58,790 I've repeated this gift for many, 135 00:06:58,790 --> 00:06:59,840 many friends. 136 00:07:00,800 --> 00:07:04,250 I'm obsessed with a certain sugar scrub and order, 137 00:07:04,280 --> 00:07:08,780 probably about a dozen jars at a time and have for 138 00:07:08,780 --> 00:07:12,860 years, I also have a favorite popcorn and to my way 139 00:07:12,860 --> 00:07:13,610 of thinking, 140 00:07:13,910 --> 00:07:19,220 nothing else compares when it comes to cheddar customers like this 141 00:07:19,250 --> 00:07:21,680 are the ones who deserve your attention. 142 00:07:22,490 --> 00:07:25,040 I know you know that it's a lot easier to get 143 00:07:25,040 --> 00:07:27,590 new orders from an existing customer. 144 00:07:28,370 --> 00:07:32,780 Why then do we focus so hard on always getting new 145 00:07:32,780 --> 00:07:36,950 customers versus doubling down on our current supporters? 146 00:07:37,580 --> 00:07:41,810 Specially when the conversion rate of lurkers is so low and 147 00:07:41,810 --> 00:07:44,150 repeat customers is much, 148 00:07:44,270 --> 00:07:45,560 much higher. 149 00:07:46,070 --> 00:07:50,450 If you're one who has unintentionally ignored your loyalists, 150 00:07:50,750 --> 00:07:53,660 here are some things you can do to correct this wrong 151 00:07:54,590 --> 00:07:59,090 one, pick five customers a week and either call them or 152 00:07:59,090 --> 00:08:01,220 send them a message on their social account, 153 00:08:01,490 --> 00:08:04,430 telling them how much you appreciate their business, 154 00:08:05,090 --> 00:08:10,310 no sale pitch here to send an email to your existing 155 00:08:10,310 --> 00:08:13,130 customers, offering them something special. 156 00:08:13,550 --> 00:08:15,950 This doesn't need to be a product discount, 157 00:08:16,010 --> 00:08:17,420 even though it could be. 158 00:08:18,020 --> 00:08:21,890 What about a download you created that shows updated new ways 159 00:08:21,890 --> 00:08:27,320 to wrap your shawls or creative storage ideas for jewelry or 160 00:08:27,350 --> 00:08:31,460 give them first access to your new holiday sense before they're 161 00:08:31,490 --> 00:08:33,260 even available to the public. 162 00:08:34,400 --> 00:08:35,330 Here's another one. 163 00:08:35,930 --> 00:08:39,320 Tell existing local customers that if they come to the next 164 00:08:39,320 --> 00:08:39,950 craft show, 165 00:08:39,950 --> 00:08:40,550 you're at, 166 00:08:40,880 --> 00:08:44,060 you'll have something special waiting in the booth for them. 167 00:08:44,930 --> 00:08:47,210 I know you can think of all sorts of ideas on 168 00:08:47,210 --> 00:08:47,930 this front. 169 00:08:48,320 --> 00:08:51,020 The trick is to actually do them, 170 00:08:51,200 --> 00:08:57,090 not just think about them lurkers and are important to your 171 00:08:57,090 --> 00:09:00,030 business, but you shouldn't treat them equally. 172 00:09:00,570 --> 00:09:04,470 If you switch up your energy investment to weight it towards 173 00:09:04,470 --> 00:09:05,640 your loyalists, 174 00:09:06,120 --> 00:09:10,260 I think you'll be surprised by the reactions you get and 175 00:09:10,410 --> 00:09:13,230 the numbers will speak for themselves. 176 00:09:15,540 --> 00:09:16,440 That's a wrap. 177 00:09:16,830 --> 00:09:18,690 I'm a get to the point kind of girl. 178 00:09:18,840 --> 00:09:21,600 And this is what you can expect from these quick midweek 179 00:09:21,600 --> 00:09:26,700 sessions. Now it's your turn go out and fulfill that dream 180 00:09:26,700 --> 00:09:27,450 of yours. 181 00:09:27,750 --> 00:09:29,910 Share your handmade products with us. 182 00:09:30,180 --> 00:09:34,200 We want them and they bring us both so much happiness.