You’ve got a leathegood which you love making. It is a wallet which you made that you are super proud of. Making this wallet has given you nothing but pride and joy. And now you want to share that pride and joy with the world! I mean who would not want a bit of the pride and joy, right? Who wouldn’t be happy to pay to get a piece of the pride and joy, right??
Wrong. Sadly, no. And actually, this sort of backward thinking can leave you feeling frustrated and rejected.
As you probably already know either from finding out the hard way or by reading my previous blog posts…
If you do not know who your client is first and foremost, you are going to have an uphill battle when it comes to promoting your leathergoods.
This isn’t to say, you can not get lucky. Obviously it happens. Perhaps you created something on a wim that as it happens, people love it and you sell out. This is rare. It just does not happen like that.
The majority of time, if we are just creating with no client in may, we might make leathergodos we love and our family and friends love, but that do not really attract and pique the interest of a particular group of individuals.
That is what makes it difficult to market to sell it later. This backwards thinking. For a hobby, this is fantastic thinking. But for a company, you must get more strategic so that you can avoid the uphill struggle.
There’s truly a much simpler and more efficient method to find and draw the audience that needs what you are selling and it begins with knowing your client.
Here are three ways to take your present leathergoods and find your client that wants what you are selling.
1 | Tweak your present leathergoods lineup and help your client.
This is the easiest way to find your audience that needs what you are selling. If you make a fundamental leather wallet by way of instance, that could be for anybody it is quite tough to target a particular audience. Consider the tiny changes you could make to it so that it would attract a particular audience.
It might be something as small as your colour choices. Imagine if you just used camouflage leather and promoted this simple standard wallet to people who love the outdoors.
Can you add a feature or benefit like a tiny strap so that it’s multipurpose or a tiny clasp so it could be clasped to the interior of a handbag and easy to find.
Small changes such as these can take even the most typical product from vague and dull to something that aids a particular group of people!
2 | Up your marketing match to a specific set of individuals
This one may even be simpler to do. If you don’t need to tweak your true product lineup, simply market it to a particular group of people. That identical general leather pocket can be promoted so many unique ways and to very different groups of individuals.
Do this through your own branding and visual demonstration on your social websites, your website and in your email marketing.
You could market the identical pocket to youthful lumberjack hipster men, to folks who like to travel, to the wedding present market. The key to doing so is understanding the particular customer that you are trying to attract and producing the particular messaging to attract them.
3 | Tap into a secondary fire or niche market
What do I mean by secondary fire or niche market? I mean think of another fire of your and use it in combination with leatherwork to target a more specific client. Believe, leathergoods and…
Perhaps you need to appeal to the eco friendly marketplace, the lumberjack hipster marketplace or to the present industry. These are niche markets.
Perhaps you’ve got a wallet and handbags which are eco friendly – they are made from pure veg tan leather which sourced in your country and it is a low impact to the environment. This is your marketing hook.
Or you have a fundamental wallet that’s promoted to the plaid shirt wearing, bearded guy lumberjack hipster man that’s neat and dressed yet resembles Paul Bunnon. You know who I am talking about right?
Perhaps you’ve got a passion for gardening or cooking. Pair your existing line of overall leathergoods with this secondary fire of yours to get more specific.
Or you love cooking in addition to leatherwork. Create a line of products for the kitchen. Imagine the branding, merchandise and photoshoot chances of combing your two passions into one. And bonus, doing this will actually benefit your company by assisting you to get targeted along with your advertising and make more sales.
Whats nice about using your passion is that you enjoy what you are making rather than being on the search for a leathergoods that’s a”good seller”. When you love what you make, you are likely to be much better at promoting it as well.
Finding your client that whats to buy what you need to sell comes down to getting specific with your advertising and creating clear messaging about what it is that you as a company are offering. How does what you are selling help your client?
When you get more specific with your leathergoods at the item level in the qualities and uniqueness too in the branding degree, the positive results can be immediate.
This allows you to keep on making the very same products with minor alterations but using a huge”ah ha” moment now understanding the particular customer that you are trying to attract. Sometimes this is all it takes, to take the”pride and joy” of a leather good that’s otherwise essential and take it to another level.
If you would like to learn my top 3 tips to creating a profitable leathergoods business, sign up to watch the free workshop, 5x Your Leathergoods Business, below.