Write Something. I know it sucks to write when you have to; however, it is a way to communicate with your customers and keep them returning to you. It helps build a trusted relationship that they will come to rely on when they need gifts. Who would you rather buy from? A trusted friend or Bob on the street corner?
Write Something More. Unfortunately it is not just enough to let them know about your upcoming events, once in a while. You need to let them into your life and share your story as an artist. Inquiring minds want to know you. Voyeurism is why reality TV shows are so popular. We want to live vicariously through others. I wish there was a magic pill that would make telling your story easier.Here is the good news; you don’t have to tell the whole story or everything that is happening in your life every time. When I am writing, I write as if I were talking to my very best friend. I share all sorts of positive pieces of information from my life – situations that I have overcome, lessons learned and success stories of friends and family, etc.
Tie Your Story to a News Event or Holiday. This actually makes writing a whole lot easier. It allows you to enter the conversation already going on in the minds of your customers. They are hearing the same news you are and it will be on their minds. You can even contradict what the news is saying to make your story more interesting.Did you know that today is a holiday? What holiday, you ask? Find out at www.brownielocks.com. There are the obvious holidays; however, there are also some great ones off the beaten path. I challenge you to find an unusual holiday to use in your emails. I had a blast with “Talk like a Pirate” Day.
Don’t Overwhelm Your Customers. If you are sending regular emails, you do not need to list absolutely everything you are doing in the next month and a half. This continues to be a challenge for me, because I do have things every weekend planned out months in advance. In order to keep it simple, I have created a Coming Soon or Where’s Heather? section. In this block, I can briefly list my upcoming classes and events.
Express Gratitude. I regularly recognize and thank my customers in my eZine. When I return from a show, I will add the new names into the database and the next eZine will thank everyone who came to the show. When you are grateful for what you have been given, you do attract more into your life.And a bonus tip for you, I close all of my eZines with an inspirational quote that ties back to my story. There is an abundance of quotes on the internet – just make sure you give credit where credit is due.
“Make your product easier to buy than your competition, or you will find your customers buying from them, not you. “– Mark Cuban, owner of the Dallas Mavericks
So, get busy writing a regular eZine that tells your story tied into the news or event. And, don’t forget to express gratitude.
Thanks for reading!
© 2010 Heather C. Morrow. All rights reserved
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? Of course you can, as long as you include the following with it:
Heather C. Morrow, owner of Pottery Daily, helps emerging artists express their true value and get paid what they are worth. Her products and services show you how to make more money, save more time while enjoying the freedom in your art. For your FREE audio go to www.marketandsellyourart.com.