I just received an email from Tom of Tew Designs and Ski Goodies wondering what it took and if it's possible to earn a full-time living as a Cafepress shopkeeper.
The answer depends on a lot of factors, including your definition of "a living". But whatever your goals are with your Cafepress shop, there are lessons to be learned from those top few who are continuing to re-define what it means to be a top shopkeeper and are enjoying their success.
My head is still spinning with all I took in over the weekend at Cafepress’ first user conference in San Francisco. Now that I’m home, I’m slowly digesting it all, and posting what I’ve learned. So it made sense to start with that basic question that not only Tom, but everyone seems to be asking. How much can I make and is it possible to quit my day job?
In meeting and talking with several shopkeepers at the conference who do, in fact, earn a living with their shops, I found some commonalities when asking them how they made the transition. I’m sure there are more, but here are a few that stood out to me:
1. They seized an opportunity and grew out of necessity
Most, if not all of these individuals, had been laid off from their day jobs and were seeking ways to make a living when they started their Cafepress stores. Not that I’m saying to go quit your job, but I found it remarkable just how many people started out this way: forced to make it work out of necessity. And they never turned back.
2. They think outside of the Cafepress box
These individuals are sharp, creative thinkers and each in their own unique way, have found a way to not only create designs and brands that sell, but have figured out new and innovative ways to use the Cafepress.com site to further their business. For example, writing and selling, or simply using third party tools and scripts to harness Cafepress from their own desktop computer. They learn what they need to in order to grow and practice clever marketing through blogging and off-line advertising. They’re continually challenging the system and making it better for us all. They put a lot of effort into designs they know will sell. They fine tune their marketing efforts. They customize their shops beyond the basics. They create buzz or even an internet phenomenon. They simply stand out from the rest.
3. They take their business seriously and are willing to invest in it
By invest I mean money, but also time, energy and resources. I skim through the Cafepress message boards from time to time and a common question is, “how can I advertise for free?” In general, you get what you pay for.
Rather than tracking down every single free ad site, affiliate countdown site, or pixel site, treat your shop as a real business, budget for and find the best advertising methods for you, your audience, and your designs. This may mean buying up leftover ad space in the back of a hobby magazine, or buying your products in bulk and selling at fashion shows and craft fairs, or paying for ads on topic-specific blogs. Either way, it involves an investment, and the top folks aren’t afraid of it.
Investing money aside, if you do go for free advertising, do it smart. SEO for Google, recruit affiliate advertisers, and learn how to get attention from the press.
4. They work their butts off, but also know their limitations
I’ve run into a handful of shopkeepers over the years who aren’t designers, but stubbornly will refuse to hire a designer, or work with a student designer to improve their graphics or at least to create a logo. I never understood this notion of having to do all or nothing. I readily admit, my strengths lie in graphics, illustration, branding, and marketing, but I have a lot to learn when it comes to the technical end of things, web development, scripting, and coding beyond basic HTML. Let your ego get ahead of you, and you’re on your way to...nowhere! But, if you want to be like these top shopkeepers, don’t give up on learning, but also be willing to hear constructive criticism, hire people or use outside tools when needed.
5. They’re always growing
Growing, growing, growing. Rather than spending their time chasing down the next best free ad site, these individuals are focusing on growing what’s already working for them. They run multiple shops (and I mean MULTIPLE!), they continue to keep their design lines fresh and current, they continue to add new designs, new lines, new shops and so on. Their virtual eggs don’t lie in one basket.
I hope this list helps answer the question about earning a living as a shopkeeper. Other observations included ethical business practices (no spamming or trying to cheat the system), all use premium shops, most own domains, many blog, and many have similar creative ventures outside of Cafepress and the T-shirt/giftware industry to supplement their income.
Can you think of more? What’s working for you? Any other comments or thoughts you'd like to add?
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