2

A Sugar Free Valentine’s Day Treat for You! (Psst it’s a Giveaway!)

Happy weekend, monster loving friends! It’s been an exciting week! Not only did my son launch his own line of monster products, I’ve been collaborating with new friends & I am so excited to bring you a super sweet treat for Valentine’s Day – a giveaway, yay!

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I have teamed up with a master maker of loveliness & sweetness, Ell Bee Accessories, to offer this free bundle of cute sweetness just for you. Up for grabs in the giveaway this weekend is winner’s choice of one of the five 3-pack sets of hair bows (either on clips or head bands), and a $10 shop credit to luanded.com! Yay!

Giveaway is open from 2/4 until midnight 2/6. Winner will be announced 2/7 and will have 24 hours to claim their prizes before we draw for another winner, so there’s ample time for the goodies to arrive in time for Valentine’s Day! There’s variety of ways to enter, from following us on social media to sharing the graphic above on Instagram!

Enter below – and tell your friends! Good luck!

>>> Click to enter! >>> a Rafflecopter giveaway <<< Click to Enter! <<<

0

Monster Mash! Easy Peasy Monster Halloween Costumes & Accessories

This year, I had the honor of collaborating with Opposite of Far for a monster themed Halloween photo shoot done by the lovely Qiana K! Opposite of Far launched her Monster Masks, which are fun, colorful, and when paired with basics from Primary.com & monster trick or treat totes or stuffies from my shop – make the cutest simplistic monster costumes ever!

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Aren’t these little monsters the cutest you ever did see?! Hurry to place your monstrously awesome Halloween orders – it’s spooky how soon it will be here!

 

16

500 Monsters in 2016 update & some really BIG news

Going into this year, I knew Lu & Ed would be my sole source of income, and that I would have to increase production & sales greatly in order to make ends meet. At the beginning of the year I set a goal to beat last year’s monster production (just over 350 monsters) & exceed it by at least an additional 150 products – for a total of 500 monsters made in 2016.

And guess what?! I just made more monster making history: my 300th monster this year! Shooting right along towards the big 5-0-0!

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The 300th monster of 2016!

While this is a super exciting milestone to hit, I have an even bigger, much more exciting announcement to make – the reason why I’m hustling so hard to meet this goal early!

And that is that I’ll be a mama again in a few short months!

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Whoa, right? I know people will have questions, so here’s the short & skinny version: Several months after I moved, I reconciled with my son’s bio dad. It’s been amazing for me & G, and we are so super happy! The timing of it all and how things just rolled together is so serendipitous, I can’t even begin to explain it. And apparently this is just how things were meant to be, because now there’s a beautiful babe on her way this fall, and we are all so happy together!

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I won’t lie though, it took a really long time for it to sink in that I had gotten pregnant. Gauge is ELEVEN almost & I never thought I would have another baby. I have chronic ovarian issues, and had been told the odds of me conceiving again were much slimmer than that of a healthy woman with normal hormone production & no ovarian issues. But somehow, this little miracle happened, against all the odds. And it’s only just now sinking in that in just 3.5 months (or sooner, depending on when the babe is ready to make her debut) I’ll be a mother to a newborn again, for the first time in eleven years. Which makes me stupidly excited!

But it’s, like, really starting to really sink in that in a few months, I’ll be the mother to a newborn again. And that my goals for Lu & Ed this year, and next, needed to shift drastically. So I did some evaluations, and while it will be tight, I think I can still make my 500 monsters in 2016 goal – if I make 90% of the rest of the monsters before mid-October, when the baby is due. No big deal, right? (Seriously though, send me all the productive vibes!) If I can meet my production goals, I’d be able to take almost the entire last quarter of the year off post-babe from sewing monsters & soak up those weeks with my own new little monster.

So, I decided I’m still going to push to meet my production goal for this year. As far as next year, the unofficial goal (I don’t like to set goals in stone until the end of the year, but this was sort of a must-do thing) was to move into a bigger place with a 3rd bedroom I could use as a studio. Currently, we are living in a tiny little MAYBE 700 SF home with two tiny bedrooms and one closet in the entire house. (Seriously, it’s so little you have to turn sideways to walk by the sink to get to the toilet, and we have less than 24″ of counter space in the kitchen). But if we do upgrade to a home with a third bedroom, I wouldn’t be able to dedicate that to my studio space for long with babe needing her own space eventually. So now I am considering other alternatives:

  • Rent a one room office downtown to use as a studio
  • Scale down production to make room for babe (though how, I don’t know, I’ve already went from six totes of fabric to two, and less than 8 SF of production room, and it’s really really really difficult to get stuff done in this teeny space already).
  • Try to afford a four bedroom house (in WNC? HA! I would need to win the lottery).
  • Buy a three bedroom home with either a main level office or place that could be used as an studio, like a sun room (light is essential for product photography so a basement is out of the question, unless it magically has tons of natural light) or convert a shed into a kick-butt fully functioning studio space with heat, AC and good lighting within a year or two of moving.
  • Buy a school bus/camper and convert it into a mobile studio, with monster graffiti all over the outside of it, of course.
  • Set up a Yurt in the backyard of our tiny rental, move studio to Yurt. Or move us into Yurt, turn house into studio.
  • The most undesirable option is to shelf Lu & Ed for several months until we are in a better position financially & space wise. I am loathe to do that and completely halt the growth I’ve made since moving. I’ll empty the living room and turn it into a studio before I shelf Lu & Ed.

As you can see, I have a lot to figure out in a few short months about what path I need to focus my energy on – while still getting the house ready for babe. Renting a one room office space is so far the most appealing option for space requirements but I would have to greatly increase production & sales to make it a viable option for my budget which will be tough with a new babe – and the added rent & utilities for a space would be equal to what we’d pay on a mortgage for an additional bedroom or two…. so much to think about and decide on!

Right now? I’m just focusing on meeting the production goal. I have a lot of work & planning ahead of me, in order to keep Lu & Ed functioning at full capacity, but hitting that goal is the first step. After that, we will see what we are able to make happen after the babe gets here. It’ll be tough, but I’m excited to share this journey of new motherhood & small business ownership with all of you!

Got small space living tips? Please, share them with me in the comments – we need to make this tiny house work until at least March of 2017. Got space saving tips for babies (besides using lots of Mon-stors to hold clothes and toys?) – share those in the comments too! I’ll need all the help I can get!

 

2

How to Approach Your Dream Clients

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So let’s go into this last chapter with gusto! We know who our dream clients are, what they like,  what website they frequent and when they are online. Let’s strike up a conversation with them!

I don’t know about you, but when I have a conversation with someone on social media I head over to their profile, and usually end up following them. Before you approach your dream clients, your profile should reflect their interests that we defined throughout this series, because approaching your dream clients is like saying hello & inviting them in for coffee – your profiles on all social media accounts should have a variety of content & products should be shared organically.

If you are approaching people who like fashion, you should have fashion content on your profile. If you can pair your products naturally in these photos without telling people only about your product, that is the best way to approach them & let them know you aren’t in this just for the sales – for instance, a picture of a new top paired with skinny jeans & your latest necklace would most likely interest fashionistas more than a picture of your necklace. Show your dream clients you truly care about topics that interest them & help them relate to you. If you approach them, and make yourself approachable, your dream clients are much more likely to follow you on social media & buy from you.

Yup, it’s that simple – approaching your dream clients has nothing to do with marketing your products.
Crazy concept, right?
Let’s say you are on Instagram & want to connect with your dream clients there. You could post a picture with 37.5 million hashtags (half of which won’t even put you contact with your dream clients, but more on that later) – or, you could review your dream clients interests (let’s say they are into natural parenting) and search relevant hashtags (like the #babywearing hashtag). Ding! Hello, dream clients! You are now staring at tens of thousands of photos by your dream clients – natural parents!
Approaching your dream client is easy – as easy as leaving a comment on social media. Some examples of good ways to approach your dream clients (using the natural parenting tags for our first examples):
“Oh my gosh, your baby is so adorable, and I love that wrap. What brand is it?”
“The color of that wrap looks fantastic on you! Did you dye it yourself?”
“Love this image of you & your baby, you’re adorable! What is your favorite way to carry your baby?”
Notice what all of these have in common? It has nothing to do with you or your products. Nope. Instead, you are a person who appreciates their interests & their lifestyle, not a seller trying to shove your products down their throat. You are complimenting them about something that is important to them. You are building the foundation for conversation & an organic connection, and are exponentially more likely to capture their interest.
Of course there are times you can give a little nod to your business. Let’s say your dream client is into fashion. Search that #ootd (outfit of the day) tag & find outfits that relate to the style of your products. Here is some ways you can approach them:
“I LOVE this outfit! Where did you get the top from? I have a necklace in my shop I would love to pair with that shirt for photos!”
“That sweater looks incredible on you. I need to start working on my fall line of jewelry, I have some designs in my head to pair with bulky sweaters that I can’t wait to work on! What sort of colors do you think will be hot this autumn?”
“Ah, I love sweater dresses!  My favorite way to dress mine up is with this layered necklace I made or some fancy earrings. What accessories do you usually pair with yours?”
Again, it’s all about your dream clients – you start out with a compliment revolving around their content and when appropriate, your products can naturally be brought into the conversation without trying to sell them. This will usually interest the original poster & they will pop over to your profile & take a peek – so again, this means that your profile, no matter what platform you are on, should reflect your dream clients interests which I can pretty much guarantee isn’t only your products.
Another way to approach your dream clients is by following larger brands similar to yours (for instance, if you make toys for preschoolers you could follow people like Melissa & Doug & join conversations in the comments of their posts – again, not talking about you, but talking with peers. Example, you could reply to someone & let them know that your kiddo also plays with X toy – do they have any others they would recommend? Or maybe “My kiddo takes his “insert relative item name here” everywhere too! I just designed a new tote bag for him & ended up adding some to my shop too – it makes getting around so much easier with all the toys in tow!”
Two ways you should never approach your dream clients:
 
Do not ever post on another businesses social media trying to drive sales. Casually mentioning your products is okay – saying “You can buy that in my shop” or “I make these” or telling people “if you are interested in one message me” is never, ever okay on other people’s social media accounts. It is tacky & will most likely result in you getting reported for spam. Just don’t do it. If you can’t organically bring up your products into the conversation without trying to sell them or mentioning your shop, just don’t bring them up.
Bad example: “I have a toy in my shop that you would love for your nursery.”
Good example: “I am loving this nursery! I just made a toy that matches the colors you used – I am loving these colors together right now!”
Bad example: “I have a necklace that matches your dress in my shop, you could check it out!”

Good example: “I love your fashion style! I just finished making a gorgeous necklace & your post just gave me a great idea for how to style my outfit for photos!”

The bad examples do nothing to build a connection and are not likely to do anything but get ignored, while the good examples are more likely to strike a conversation or pique their interest so they visit your social media account.

Never directly ask people to visit your profile or shop. Again, if you can’t organically mention your work, then don’t mention it at all. If someone asks you where they can check out your work, then by all means tell them your URL. But if it doesn’t come up, don’t mention it.
Most importantly, when approaching your dream clients: Be authentic. Never fake your interests or post comments that aren’t genuine. And remember – have fun getting to know your dream clients! The more you engage with your target audience the more you learn what sort of content resonates with them.
And with that, that’s the end of my series on getting to know and learning to approach your dream clients!
Thank you to everyone who joined in on our dream client series! I hope you had fun identifying & getting to you know your dream clients, and hope this series was informative and helpful! 
 
In the comments, please feel free to share your thoughts on this series! I would love to know how it has helped you identify your dream clients & approach them! 
2

Determine When Your Dream Clients are Online

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If you have read & completed the “homework” in the first three posts, then you know who you want to be buying your products. You know exactly who your dream client is, what they like, what type of big business marketing can influence their purchasing habits, and you’ve figured out what sort of websites they hang out on. Now, let’s figure out when they are actually online!

Knowing when your dream clients are online gives you a powerful upperhand on the market – you can cater your social media postings & paid ads to exactly the right time for maximum exposure, meaning that you get better results with less effort – so you can spend less time at a computer & more time making awesome things! Yay!

Using the worksheet below, fill in the times for each part of the day to the best of your knowledge about your dream client. Do not pull numbers from your current statistics – you are trying to determine when your dream clients will be online to maximize future exposure of your shop. While your current clients are incredibly valuable, maximizing your marketing to your dream client means increased exposure to people who are the most likely to buy & share your products with others, meaning more sales.

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Download printable worksheet here
Note: Even if your dream clients don’t have a day job or go to school, try to use this work sheet to pen in what they would be doing through the day & evening – if they are stay at home moms, they are probably getting kids up, fed, dressed, ready for school, cleaning house, doing laundry, running errands and so forth. Use this worksheet however you need to outline the day of your dream client!

First things first, when does your dream client wake up? What is the first thing they do after they wake up? Check Instagram? Read their emails? Brew coffee & take a shower? Get the kids up and ready for school? Getting ready for work? Heading to the gym?

Know when they wake up & their morning routine gives you insight on when to post content that will resonate with their routine – for instance, if your dream client is a mom who wakes up around 7am & rushes around getting the kids ready for school and on the bus, posting a product photo on Instagram at as your first post doesn’t make much sense. However, if you post a picture of your coffee & ask if any other moms out there can relate to the Monday morning blues around 8am, you’re bound to get a much better response to your content. If the first thing they do is roll over and check their emails, maybe a newsletter that goes out first thing in the morning to give them some happy content to wake up to would be a good way to reach them. Make sense?
Another example – say your dream client is a young professional who works in an office in the city and has to be at work by 8am. Odds are they aren’t checking social media right out of bed – they brewing coffee, making breakfast, showering, getting dressed, finishing up last minute projects and getting out the door. If your dream clients are hustling to get work done in the morning, don’t waste that time marketing to empty air.
Knowing when they leave for work, school or are getting the kiddos off to school is super important – if your dream clients have a day job or go to school, and they’ll be in transit & getting started on their day between 8-10am, that means you can better utilize that time to set up a creative morning routine for yourself than plastered to your computer trying to reach people who aren’t there.

*Bonus tip: If your dream client spends a lot of time jogging, at the gym or in transit in the mornings, you could consider setting up playlists on Spotify & sharing them with your audience, or maybe consider a podcast talking about topics that you & your dream clients have in common. (Abby Glassenberg has a wonderful podcast that speaks directly to her dream clients & allows her to connect with them even when they are on the go.)

Lunch time, baby! That sweet spot when most people finally sit down, whip out their phone & start to catch up on all the goodness they missed this morning. It’s your chance to get noticed, so make it good. Lunch time is prime time, and you want to curate content for this period that is valuable – most people have limited time to sit down for lunch, so strategize where they will be spending that time online & make your content as relevant and interesting as you. Keep in mind if your dream clients are professionals on a brief lunch hour, they won’t have time to shop a sale, so plan sales promotions based on when your dream clients have the most free time!

Lunch time doesn’t just mean 12pm – really think about when your dream clients are online, what their day looks like. If they get up at 6am, odds are they eat lunch earlier than noon. If they are a stay at home mom, “lunch” would most likely be naptime, that sweet – & brief – moment of respite when moms can curl up with a snack & check social media. Again, you are operating on limited time at the middle of the day, so make your content king. Make it something that is quick & easy to take in & respond to, even if it’s a like or one word response to a question like  “I can’t decide what fabric to pair with this print for the purse I’m making – what do you think? Option A B or C?”

Knowing when they get off work/school or start picking kids up from school is as important as knowing when they’re busy in the mornings – it’s dead time. Your dream clients are not online right now, so you shouldn’t be either – go make stuff! Your dream clients are busy hustling and shuffling around!

After the afternoon chaos, what are your dream clients up to? Try to think of 3-4 things that probably happens in their life in the afternoons: Gym, grocery store, coffee with friends, homework, soccer, ballet, karate, choir & gymnastics for the kids? Odds are, their afternoon is pretty full right up until dinner time. However, knowing what your dream clients are getting into is vital – you can use this information to curate content that your dream clients will respond well to – do they have a little ballerina? I bet they would love to see pictures of your darling little ballerina, too, if you have one!

And then there’s dinner, then there is that sweet, sweet spot where you have a chance to catch them online – that is, if they aren’t lining up kids for showers, doing laundry from the day, packing lunches for the next day, and so on. If your dream client is a mom, odds are they stay busy right up until those kiddos are in bed – and your best chance to reach them is then. Probably between 7-9 pm, when they are unwinding with a glass of wine, their favorite TV show & social media. If your dream client is a college student, are they in evening classes? What time are they most likely to be wrapping up for the day and hanging out online? If your dream client is a young single professional, they are probably online more in the evening, giving you a larger window to get your content to them.
 

Goodnight, dream clients. When you see your dream clients heading to bed for the night – you should too. Or at least stop posting on social media, because they aren’t there. Market smarter, not harder – use your answers & best judgement from identifying your dream client to know when they are online, and when they aren’t – and when they aren’t online, get off the computer. Use your time better to make awesome things & take care of yourself! As makers, we feel the need to be eternally connected, to see our stats update in real time & overshare on social media, shouting to everyone & hoping someone hears us. No more. Use the information from this series to better utilize your time, to reach people more likely to purchase, and to spend more time doing what you love – making & creating.

Beyond the daily routine, think long term & seasonal schedules for your dream clients. In summer, many people are on vacation, traveling, visiting with family, at the pool, park or zoo – so you can relax your marketing efforts a bit if you find that your dream clients are busy jetsetting to Disneyland and spending their summer by the pool during the day with the kids. During the beginning & finals/end of school term time, college students (and parents) are spending a significant amount less time online, so use this time wisely to build up inventory.

Next, we will have the final installment in this series – how to approach your dream clients & build organic connections with them! Yay!

Using the information from above, what do you think is the best times for you to post & reach your dream clients? Experiment around these time frames for a few months & see if you get better results on social media than your previous schedule.  
 

Tell us about your dream client’s day in the comments. 
2

How to Find Your Dream Clients Online

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In my last post, we filled out a worksheet to determine what our dream client’s home & lifestyle is like and how our products fit into it, how to define our dream clients interests & divulge what sort of marketing tactics & social media content they respond best to based on their hobbies & shopping habits – all essential info for curating a killer social media campaign that will resonate with your audience and help you connect with your dream clients!

Now we are going to explore how to use this information so that we can assess where online & offline our dream clients are hanging out! I will be sharing my responses along with some ideas of how to use this information to find your dream clients.
My advice: take an afternoon, curl up with a cup of coffee or tea & your favorite notebook & really think about where your dream clients are online.
Here is the low down on my dream client for luanded.com, using the worksheet from my last post:

 

My dream clients probably live in the suburbs in a house. They would use a Mon-stor in their kid’s room for fun & convenient storage. Their decorating style is eclectic, colorful & fun, most pieces probably upcycled, so they are probably attracted to my products because they are bright, functional and sustainably made with textile discards and upcycled materials! 

 

My dream client likes kids fashion, coffee, natural parenting & Instagram-ing all the cute stuff their kiddos do, so they probably also breastfeed and cloth diaper &  like blogging,  sharing brands they like on social media, & baby wearing. If they live in a house in the suburbs they probably like to shop at Target & thrift stores. They are probably total Starbucks-aholics or drink lots of coffee at home. 

 

 
They probably follow BabyJives, Opposite of Far &  Bamboletta because their photos are so beautifully styled & reminiscent of a beautiful childhood & gentle parenting. They share their content because they are influential in the baby/kid industry & want to communicate their parenting ideals & tastes with their friends & followers.

 

Let’s explore my dream clients – they are natural parents with eclectic style. So they probably frequent parenting forums, breastfeeding advocacy blogs, cloth diaper supplier websites, local parenting blogs/publications & event guides, natural living and unschooling/homeschooling forums/blog/websites.Acknowledging my dream client’s natural parenting interests helps me know I need focus my social media campaign to focus on the ecofriendly aspect of my products; it also is beneficial for many other reasons, including deciding which blogs & brand reps to partner with, which stores my products would be best represented in & where I should invest my hard earned marketing dollars to the get most bang for my buck. Using the information from last week’s worksheet, here is 5 ways I could reach my dream clients where they are:

  • Paid ads on popular sites my dream clients frequent.
  • Guest posting on blogs my dream clients read.
  • Offering products for reviews on natural parenting blogs.
  • Sponsoring giveaways that these sites host on social media.
  • Become an active member of the forums & network with fellow parents.
Since I know my dream clients are into Instagram-ing every cute thing their kiddo does, I know where I need to focus the majority of my social media efforts in order to get the best impact, too! I also know that they love beautiful, well lit, clutter free images & gentle marketing tactics based on where they shop & who they follow on social media.

By knowing who your dream client is & what their interests and hobbies are, you are able to organically connect with your target audience in what I like to call their “natural environment”. This means that the exposure to your products is not forced, IE you are not actively sharing a link to purchase with your dream clients but rather speaking to them about their interests. The difference is “This pencil case is perfect for back to school! *link*” versus “How I stay organized for college” with a photo of your backpack, pencil case, folders & other accessories.

Tomorrow we will be discussing using information from the past three posts to determine when our dream clients are online!

Using information from the previous two posts, share in the comments where you think you can find your dream clients online! 

2

Getting to Know Your Dream Clients

This is part two in a five part series about identifying your target audience. Read the first post here.

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This exercise is all about exploring, getting to know and getting ready to approach your dream clients. This may not necessarily be the  people currently purchasing from you, but rather the people you dream of buying & using your products and telling their social media following about you!  This doesn’t mean in any way you are kicking current buyers to the curb, which a common concern about people learning to identify their dream clients – that’s not what is happening at all! It just means that you are working hard to expand & grow your audience organically and bring in additional clients who will help you spread the word about your business in an authentic way. So try to remove any considerations about your current clientele from your mind and focus only on your dream clients, who should be the most popular and influential peeople you could dream of buying your products!. Once you wrap up this series, you should have a clear vision in your head about your dream client is and how to approach them, so take your time and really consider your answers!
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Download this printable here
How to use this worksheet:
Again, it is not designed to analyze your current customers but to help you identify & define your target audience. These are the most popular & influential people you can think of that you would want to buy & showcase your products on social media.


Parts 1-3 help you identify their style and how your brand & products fits into their life by helping you determine where they live, how your products fit into that space, and why they would like your stuff to begin with. No matter what you make, your dream client has to want to bring it into their home, or they won’t bring it into their home. It’s as simple as that. So by identifying where & how they live, how they decorate & use their space and how your products fit into it, you have a better chance at staging photos & writing copy for listings as well as your social media posts so they speak to your dream client and drive sales.

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Parts 4-6 help you define your dream client’s interests and spending habits, as well as what sort of marketing tactics they are attracted to. Understanding your dream clients interests and consumption habits help you understand how they respond to marketing from larger industries & how your products fit into their consumption habits. This knowledge helps you analyze your own social media and marketing habits and alter them to appeal to your dream clients better.

Parts 7-9 help you to understand what type of content your dream client likes on social media. This is SO important – knowing what type of content your audience enjoys, actively pursues & shares is the keystone to how your social media campaigns should be administered, from photo styling to product modeling to how you talk about your products – recognizing the type of content your dream clients actually consume and respond to will help you create a killer social media campaign!

Try to think of at least four people to put on this worksheet that your target audience follows. It can be celebrities, indie brands, bloggers – anyone you look up to & think your dream client would too. Determine why they would follow those four people. Is it because they are all funny? Inspiring? Spiritual? Are they all kids clothing designers & parenting lifestyle bloggers? Are they all trendy moms? Photographers? What is it about these people your dream client loves? And of course – does your dream client share content from these people? If so, why? What type of content? And most importantly – are you curating the type of social media campaign that your dream clients would follow? Are you creating content they would share with their audience?

Harnessing this knowledge is the key to understanding what sort of content your dream client is looking for & how you can produce similar content that is unique to your brand. Explore the people you think your dream client would follow. Look at this objectively – do not try to find similarities between the people your dream clients follow and you. Look for the differences. Learn from them. Look at how they style their images & present themselves & their brands, if they are businesses.

Defining your dream client’s interests is so important to understanding how to approach them. Next, we’ll use the info gathered from this worksheet to help learn where to find our Dream clients online! 

Let’s talk in the comments: what did you learn about your Dream Clients today?