author: Diana Rajchel category:
2

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It’s well established I’m a bootstrap/shoestring seller. I have no business debt, and I refuse all business credit. For me, this works: perfuming is a supplement to my life, and while I love doing it, I am facing the ever-present possibility of change. As technology and science advance, I may have to change what I do or how I do it.
Because bath and body is such a densely competitive business, I also have to strive to stand apart from other people who purvey the same goods. Some of this is motif, and because buyers become used to certain looks and approaches in their motifs, my variation sometimes is and sometimes isn’t memorable - it depends on the psyche of the person looking, how well my imagination is working and sometimes purely on hitting zeitgeist, otherwise known as the jackpot. I don’t get the purchases made out of simple practicality and cute-appeal as do other sellers; this is because I am opting to be different, and still learning ways to appeal to people.
I realize people need to be able to smell my goods, and need to know what’s in them. They also need to know why my stuff is different from the last dozen perfumes and bath salts they smelled. After all, when people don’t know what to do with their lives, they either make soap and spa products, write a children’s book or buy a sports car. So I have to make it clear in a visual way that my stuff is not just more of this. Buyers need to have expectations met, and yet, they need to know more about why I deserve their support - and even then, not everyone will or should support me.
While I work out the right balance of being different and being conventional, I have had to adjust my own expectations. I can’t afford to do big craft shows, just the small ones. And those small craft shows are as unpredictable as any other. So rather than going in to make money, I have a slightly different set of expectations.
My goals at a small show are as follows:
1. Recover the booth fee.
2. Get a serious commitment to my email list.
3. Educate my visitors about who I am and what I do.
I do not push for purchases, or offer BOGOs. Instead, I let people get to know me. I consider these shows part of my advertising budget - not part of my income generating activity. I am much more practiced at online marketing, so these adventures are a way of paying my dues. To me, it’s all about being present - I’m not a big corporation, so I don’t need to make continuously more money, and I’m a writer, so I don’t see this as the only thing I do. My business can grow slowly. So a craft fair where I don’t make much? Sure, it’s not great, but it’s OK. I can deal, because I’m still learning and always will be.