Simple Solutions to 4 of your Biggest Etsy Shop Dilemmas
Selling wedding invitations on Etsy is a polarizing topic in the creative community. Stationers either love or loathe the platform. Those with a negative opinion of Etsy usually don’t like it for the following reasons:
They feel like Etsy shoppers are only looking for a deal or an invitation template.
They’re worried their brand will get lost on Etsy.
Traffic to their Etsy shop suddenly dropped and now their shop feels dead.
Or, they don’t have the time to maintain their Etsy shop or learn to grow it.
Can you relate to one or all of these reasons? Even if this doesn’t apply to you now, there may come a time in your wedding invitation business where you do feel one (or all) of the reasons above.
After being on Etsy for more than eight years, I’ll admit I’ve felt all of these before. Thankfully, I stuck with the platform long enough to see the benefits of selling wedding invitations on Etsy. But, many stationers simply bow out after one failed attempt at an Etsy shop. I don’t want that to happen in your business.
Whether Etsy is your main source of income or a second revenue stream for your wedding invitation business, I’m tackling these issues head-on. In this post, you’ll find practical, helpful ways to make Etsy work for you.
When You’re Worried You Can’t Sell to High-End Brides…
If you’ve been around here long enough, you know by now that this is one topic I’m incredibly passionate about.
Sometimes, I feel stationers on Etsy price their goods lower because of two reasons. First, they’re just starting out and don’t feel qualified to charge a higher price. Second, they think Etsy shoppers are only looking for a deal and won’t pay a higher price for their stationery.
I know because I felt the same way, and for years, I priced my stationery too low. Until one day, I took the plunge and nearly tripled my pricing. Now, I regularly book clients who spend at least $1,200 on wedding invitations alone.
target shoppers looking for handmade goods
Etsy has two types of buyers. Those looking for DIY items and those looking for handmade goods. (They also have a pretty robust selection of vintage finds, but that type of buyer doesn’t really apply to the creative industry.)
Buyers looking for DIY goods will likely never purchase from someone selling high-end wedding invitations–and that’s okay. They’re looking to do it themselves, so let them sparkle elsewhere. But as for the others? They’re looking for something unique that they can’t find anywhere else. And they’re willing to pay almost anything to get it.
Those who want something handmade expect to pay more, so target those types of buyers. Include things in your product description like “handmade in Alabama”, “made with love in our letterpress studio”, or “printed with care on our unique, deckled edge, handmade papers”.
Target this type of buyer in your About section, too. Sprinkle in words like “handmade”, “hand painted”, or “luxury” throughout your messaging.
Make sure your product photos speak to high-end brides, too. Have stationery professionally photographed or use elegant mockups like these from The Styled Stock Shop.
When You’re Worried Your Brand will Get Lost on Etsy…
We want our clients to say “I got this from Betty Lu Paperie!” not “Eh, I found it on Etsy.” There are so many ways to infuse your brand throughout your client process. I talk a lot about building a loyal following for your brand in this post, but to summarize, there are a few key things you can do.
Add video to your about section
Welcome shoppers to your Etsy shop by adding a short video to your About section. This is one of the quickest ways for buyers to develop a personal connection with you (not Etsy) as they’re browsing your shop. Mention your brand’s name in the video and, for added emphasis, add a photo of your logo or company name to the end of the video.
zhuzh up your product descriptions
Sometimes, all it takes is a really great product description to make your brand memorable. ModCloth does a really great job of this. Just take a look at this description:
You’re a vision in this sweet and oh-so-retro ivory-hued mini dress from Traffic People! Beautifully embroidered in a vintage-inspired floral design in a classy beige-hue, your spring and summer of love vibes are unmistakable when you rock this darling shift dress. Made from a lightweight cotton-viscose blend and boasting a flattering square neckline, bracelet-length blouson sleeves, and handy side pockets, you’re going to love slipping into this beautiful dress for some effortlessly 1970s-inspired chic fun in the sun.
They make shoppers feel like a hero in their product descriptions, and that’s one of the best ways to turn shoppers into raving fans.
create a “signature” for your etsy messages
Etsy offers “saved replies”, which are pre-written messages. You can use them to respond when a buyer sends a question or comment that you receive frequently. Instead of typing a full response to customers each time, you can choose and re-use a saved reply from your library.
I took this a step further and also created a “signature” for my Etsy messages. Similar to an email signature, this can include your name, company name or web address, or any other information you’d like to include. I use this signature in every Etsy message I send, just the same as I would if I were sending an email. I like to keep it really short and sweet, so this is what my Etsy “signature” is:
An Etsy message “signature” is a really great way to promote your website or blog, too, if you have one. If you don’t have a stand alone website yet, just use your company name.
branded packaging
This is probably the most obvious place to infuse your branding. From custom packaging tape to branded thank you notes, try to use your logo everywhere in your packaging.
When You Feel Like Your Etsy Shop is Dead…
I see this happen so often within the creative community. Sales suddenly plummet, and they fear their Etsy shop is dead.
In the beginning, it can seem like things are going great with your Etsy shop. You’re adding new products daily, getting a lot of traffic, and making sales. Until somehow, everything stops. There are normally one of two reasons for this that we’ll explore in today’s post.
it could be your slow season
Most businesses have a “slow season”, or a period of time when sales are down. My slow season is actually in November and December. If your wedding invitation business is less than a year old, that’s probably what you’re experiencing. But don’t panic–keep promoting your listings on social, growing your email list, and adding new products to your Etsy shop. Spend this time learning to grow your Etsy shop strategically and prepare for those busier months.
it could be that your shop needs an update
How long has it been since you’ve added a new product? Updated your shop announcement? Refreshed your policies?
In the beginning, most of us are so fired up about our brand new Etsy shop that we burn the midnight oil adding new products and making sure everything is perfect. But, as our shop becomes fully stocked and we get into the rhythm of fulfilling orders, we stop adding new listings and making updates.
If you truly feel like your Etsy shop is dead and this isn’t just a slow season, then it’s probably time to update your shop.
Start by adding new listings frequently. This probably isn’t something you want to hear and it’s not really something I want to put too much emphasis on, but I’ve nearly tripled my Etsy traffic just by adding a new listing (with good SEO) every day for 30 days. Now, that’s not necessarily something I recommend you do right now (or at all), because it can lead to burnout. But, set realistic goals for adding new products to your shop frequently and start out slow.
Next, update a few things around your shop, like your shop announcement, about section, policies, etc.
Lastly, check out this post to make sure everything is in tip top shape for optimal Etsy results.
When You Don’t Have Time to Maintain Your Etsy Shop or Learn How to Grow It…
Whether you’re juggling two jobs or dealing with mom-life, learning the ropes of Etsy can feel like a huge time suck. But, it doesn’t have to be complicated. I want you to leave today with free, practical tips you can implement right now.
etsy shop upkeep
Spilling the beans here, but Etsy doesn’t actually take a lot of time to maintain. It might feel this way in the beginning as you’re adding new items to your shop, but once your shop is stocked, it gets much easier.
Keeping your time top of mind, I’m going to give you two strategies you can implement right now to maintain your Etsy shop.
1 | Update your shop announcement, shop policies, and faqs on a regular basis. These areas have a date listed next to them, which tells both shoppers and Etsy that you’re active in your shop.
2 | Add new products regularly. You don’t have to add new products every day. Although that strategy can work, it only works if all of your listings are fully optimized for Etsy search, which can take a lot of time. It also quickly leads to burn out. Many people are hung up on the idea that they have to add a new listing to Etsy every day to make sales. But, honestly, it’s more about consistency than frequency. Instead, if you’re short on time, try adding one new product every week or every month. It can be as simple as showcasing an invitation or a product in a different color or style.
etsy education
Learning how to build a profitable Etsy shop takes time, just as it does with any other business. And I know that the thought of adding one more thing to your plate can be overwhelming. But, don’t give up! Consider one of these two tips instead.
1 | Take something off your to-do list. Is there anything currently on your plate that takes up too much time or isn’t profitable? Maybe there’s a product in your Etsy shop that takes too long to produce and you don’t enjoy it anymore. Or maybe, you’re promoting your products on TikTok but aren’t seeing a return on investment for it. If so, nix it from your to-do list.
This is how I developed a way to take a semi-break from my own wedding invitation business. Right now, I want to focus my energy here so I can develop courses and content for creatives. As a mom of two young children, time is precious. So, I knew I had to remove some tasks off of my plate.
2 | Take a look at these resources. I’ve written many blog posts about how to get started on Etsy, but you may find the posts below the most helpful.
One Last Thing…
You can have a positive experience with Etsy. If you don’t feel confident you can reach high-end clients, worry your brand will get lost on Etsy, are afraid your Etsy shop is dead, or if you’re running low on time, try these solutions above and give Etsy a try.
