You have an amazing talent for creating designs that speak on a personal level, offering your customers pieces that are highly attuned to their individual needs. Whether you are creating custom designs, adding personalized touches that offer special meaning to the wearer, or creating one-of-a-kind pieces, you thrive on uniqueness and customization.
Depending on how you create your business model, you have the great advantage of growing an in-demand collection that’s right in line with current trends, or commanding high prices for exclusive and custom-made pieces. Including options on your website that give customers flexibility and personalized options with the click of a button, makes your product one that is sought after.
Working one-on-one with customers to create an exclusive design that meets their every need, puts your brand in the high-end bracket. Although this may be a model that takes a little more time and energy to build, the rewards are unparalleled.
Either way, you can have a winning formula, and one that can receive a lot of attention. Your Achilles’ heel? Depending on how you set up the personalized product model, that has your customers selecting options at the click of a button, you may paint yourself into a corner, finding that you become the “factory worker”, in your own little factory.
To circumvent turning your once-called hobby into a factory job, make sure you don’t fall trap to pricing in order to compete. Ensure that your designs are distinct enough to command prices that can only be relevant to your brand and not every brand. Make room for growth by pricing to include hiring an assistant, or two, down the road and you can design to your hearts content, without being a slave to your own business.
If you have chosen custom, or one-of-a-kind, design, you won’t have the ease of photographing and writing copy for items that will sell again-and-again. You’ll need to place the focus on your gallery of designs, customer testimonials, and elevating your brand with storytelling, delicious photography, and branded videos that are engaging.
How to Build Your Magnetic Brand Essence…
Do more of you, and do it well! It’s all about amplification. The subtle aspects of your brand that seems obvious to you, aren’t necessarily apparent to your potential customers. Even with your natural talent to get all eyes on your collection, you may overlook the little details that tell your website visitors how to navigate your site without getting confused, or keep them from leaving with unanswered questions.
When selling, you need to repeat yourself more often than what may feel comfortable. The same goes for your website copy. Although you may know the ins and outs of all your work, your website navigation, or your brand story, you need to make the whole picture abundantly clear to your visitors.
This is the one area you might want to slightly overdo your message, while still maintaining a feeling of ease. Take time to examine all your values, your untapped gifts, and the inspiration that ignites passion within you.
Use your gifts to speak in complete alignment with your Individualist Brand, evoking feelings that meet your potential customers’ needs with your well-chosen words. Your brand essence can reach high. Use it to your advantage.
Make a list of all the treasures that are inherently you, and let that spill into all that you do. Allow it to permeate throughout your entire collection and all aspects of your business. The following are some areas to infuse what is intrinsically you, into your brand:
Your website’s look and feel
Your product descriptions
Your sign-up form
Your about page
Your newsletter, or email communications
Your blog posts
Your social media posts
It doesn’t all have to happen at once. Address one area in which to start and leave no stone unturned. As you achieve that feeling of satisfaction with each step, you’ll start to see the other areas in which you can strengthen all that is the energetic extension of YOU... The Individualist Brand Essence.
What to Include in Your Product Descriptions…
Keep your visitors engaged by speaking to that one perfectly-matched customer on a level that resonates more deeply. Yes, it’s vital to include product details that answer your visitors’ questions such as materials, process etc., but save those details for the second half of your description copy and reserve emotionally engaging descriptions for the top.
Here’s where you want to engage your visitors and help them to experience how your pieces will make them feel. How your collection energetically aligns with their mindset. Write for the heart, for deeper needs, and write to address the personal desire for self-expression. This could include descriptive copy on how to choose items, the unique nature of the designs, or how the products will feel when customers get them into their hot little hands.
Whenever possible, include symbolic meaning, energetic properties, or related mindset attributes. Accentuate those benefits by using the language that speaks your brand, and appeals to your ideal buyer.
Emotional and Relevant Words:
One of a kind
Like no other
Apart from the crowd
Made to order
Use adjectives and verbs that convey beauty, feeling, or qualities that are notable and enticing.
Recommended Book for Descriptive Copywriting:
Words That Sell by Richard Bayan
What to do when you feel stuck or overwhelmed...
You instinctively know which area of your business needs some TLC. You can conquer the feeling of overwhelm and analysis paralysis by choosing one thing. You don’t, nor shouldn’t you, focus on too many areas at once. Start with that one thing you know you could be doing next, whether it’s building out your collection, improving your photos, or getting your website up-and-running.
Small-bite goals will have you feeling accomplished and motivated in no time flat when you focus on achieving those goals only, then rewarding yourself with some well-deserved acknowledgment.
Soon you’ll start to see momentum and you’ll open the floodgate of inspiration. Address one goal... just one. That focus alone will kick-start your ability to SEE. It’s all about seeing, because my friend, we ALL... don’t know what we don’t know. It is only by taking that first step into the light that we learn to ask the questions that need asking, and then we can start finding the answers that lead us to even better questions.
When designing on-trend items that have personalized add-on features, you may be tempted to curb your ideas in order to appeal to the masses, but including elements that can only be found in your collection will give you more latitude to price for better profits. Competing for price is not necessary, and ill advised. When you make your product distinctive, you also allow room for making those distinctions in your copy, and for pricing without comparison.
For custom and one-of-a-kind, ensure that you position your brand with the appropriate high-end look and feel as well as spot-on website copy that aligns with your high-end pricing. That... is how you magnetically draw perfect-fit customers who have finally found a brand that gives them all the latitude they need for self-expression. The perfect fit for those who are in search of designs that cannot be found anywhere else.
Never divorce yourself from the talents that are intrinsically a part of you, for when you embrace ALL of that, it is where you allow the magic to happen! Tap into your intuition and always ensure that your decisions align both with your heart... and your mind. You are the Individualist Brand Essence, let your creativity lead ❤
Why Underpricing is Hurting Your Business
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