I love making sets of prints. It makes a lot of sense to get the buyer to want to complete the collection, but I’ve found that this doesn’t quite go down the way that I intended. I might have to change up my tactics a little.
My art is on the cheap side of the print world. Rock poster gods typically do larger prints for twice as much money – on the low end. So my pricing undercuts them by a lot, but I’m also not quite at the thirty to one hundred dollar class yet. My street cred is low and my talent needs shoring up in a few small places, but I figure in another five thousand hours I’ll start catching up.
In the meantime I’m hoping to build enough stock to bring in a steady stream of online sales and that might be purely volume based. That is to say: the more prints I offer the better sales will be. Right now it’s a small collection and the more popular earners on Etsy just have bigger collections.
In my head I think, “You can make up the difference by promoting sets”. Sell two or three at a time and it’s just as good as the higher end sales. Then I can keep building stock and have the previous prints pay for the new prints. Problem is, customers are only buying one at a time.
I’m not entirely sure why that is. Maybe they are only in love with a single print and not so much the rest. Or with shipping prices maybe they’re doing the math and thinking “I have to buy a frame too,” which adds to the overall costs of a single print. In any case people are not buying the sets so clearly my strategy needs some tweaking.
One problem is my inconsistent marketing. I’m still trying to get a feel for pushing product online and being socially awkward I’m not sure what to do or say other than be myself, which I think sometimes pushes people away. Nevertheless I need to a) take some social media dietary fiber and get more regular on my posting. People respond really well when I’m consistent. And b) be a little less advertisey. Recently I ran a bunch of posts that were heavy on the marketing lingo and I got ZERO reaction. Not that I’m surprised really, because I hate advertising myself. Lesson learned. Chill with that shit.
However, I don’t do a good job of showing the sets together and I need to start promoting the sets and not just the individual pieces.
Another issue could be that people are not quite impressed with my style yet – or maybe I haven’t fully fleshed out a style and people smell weakness. This will take care of itself in time, but I’ve seen worse things go out so I kind of think the problem lies somewhere else. Besides, I’m getting likes on my work, just not – what’s the word – conversions. Which tells me people like it plenty, just not enough to fork over cash-money.
One customer hinted that if there were framing options they might be more inclined to make the buy and that has been ringing in my ears ever since. I like to build crap with wood so if I can find a way to quickly and cheaply manufacture my own frames then I can sell the prints + frames as a package deal. I really want to believe that this will help sales, but part of me thinks it’s only marginal at best.
Ultimately I think it comes down promoting effectively. I loath advice that tells you need to chase down keywords and like and follow your way to the top. It feels sticky like car salesmen tactics and I get that it works, and if you want to make money… blah, blah, blah. It’s clear to me that going too heavy on advertising doesn’t work because people get turned off by it. You need to have a plain message that appeals to customers (which is still advertising) without sounding and looking like advertising.
One last thought: the stuff I’m making is pretty niche. I’m not sure how many people really like Cats with geometric shapes or 666 posters (which at this time has 1 view in the past 30 days – my worst performing poster to date – compared to my highest performer which has 43 views), so maybe I need to mix it up with a couple of prints with broader appeal.
Be more consistent. Spell it out for people. Don’t be a car salesman.
Hey thanks for listening. Sometimes I just have to work it out.
Copyright © 2016 Robert C. Olson