The Big Three

There are three things to consider when deciding what to create: What do people want to buy, what are you good at, and what do you love to make. Starting out you may not know the answers to the first two, but you probably have a good idea about what you want to make. So that is where you start. Here’s the rub; the things that you love to make may not sell great initially. You have to test the market with things. The most important thing to remember is that not immediately connecting with your audience isn’t a bad thing. Pay attention to what people are saying they like/don’t like about your work so that when you can start answering that question about “what people want to buy”. Pay attention to which items do sell and consider making more of those.

You also need to try to answer that third question: Things you are good at. There are a few ways to do this. It can be hard to sometimes to have an unbiased critical eye on your own work so seek advice from others. Ask friends and family. Post online to FB groups, Instagram, and Reddit and ask for others’ opinions of your work. Ask people at markets. Sometimes I’ll have two versions of the same piece that is each slightly different and I’ll ask customers which they like better. Be warned; if you post online, be prepared for honest criticism. If you cannot take harsh critiques or aren’t used to receiving negative feedback you should brace yourself when posting your work online because honesty can sometimes be hard to hear and some people can be downright rude.  Just remember that your work is not a reflection of who you are and, with criticism, you can only improve.

Narrowing your scope

Now that you are starting to get to know the big three it is time to start segmenting those into different categories of work. I am going to break these down individually:

• Aspirational Projects These are the things that you love to make and people want to buy but you haven’t mastered the skills yet to create them. For me, these are photo-realistic portraits. I get asked for them all the time, I would love to make them (especially pet portraits) but I don’t feel my skills are there to quite do these pieces justice. I aspire to be good at this and one day I will but, until then, they are out of my wheelhouse.
• Things that make money but can burn you out These are those projects that you have made that everyone loves, you have perfected the skill of creating them, but you just aren’t passionate about doing them. I had a lot of success with coasters early on. I made dozens of coaster sets and, eventually, got sick of them. They sold well so I kept making them but eventually, I got burnt out. So I raised my price on them so, if people really want them, they can still buy them but I don’t find myself making them as frequently which means I am less likely to be frustrated when an order comes in for them.
• Things that you make for yourself There are going to be those things that you make, that you love, and that look fantastic but never seem to sell. This can be because they only suit your particular taste or because they just don’t have the broad appeal of some other things. That doesn’t mean you shouldn’t do those things. You do what you do because you love it. If these projects bring you joy then make them, hang them up in your house, and share them with your loved ones. Not every piece is going to sell and that is ok. It is about keeping your passion alive and, if you can do that by making the occasional piece for yourself, c’est la vie

The Sweet Spot

Obviously, as time goes on you’ll start to find that sweet spot.  The place where all three converge: Things people what, that you love to make, and that you are good at. Me, when I realized how much people loved my florals, it occurred to me that I found something special. Something that makes me happy, that I have honed my skills at, and that people absolutely adore.  Once you find that, try your best to capitalize on that. Make large statement pieces to draw customers in, make small affordable pieces to get those volume sales, and make mid-size pieces for those people who want some beautiful wall art but can’t afford the big statement piece prices.

Remember, finding that sweet spot isn’t going to happen overnight. It takes time to hone in on each one of these categories. If you listen to our podcast, PyroToastyTalks, you’ve heard Renee and I talk about this in “How to Stay in Love with Your Art”. Take your time, have fun doing it, and make sure you are constantly learning and adapting along the way.  Have you found your sweet spot? Let us know and tag us @bz_furfur and, as always, stay unique.

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1. Price point: The biggest driver of how your product will be seen is how much it costs. You want to set a price point that will cover your costs and ensure you are compensated adequately. At the same time, you need to make sure that your prices are palatable to your customers. Do some recon; go to markets in the area before your market and see what comparable work is selling for. If similar works are selling for less than what you are charging you need to consider a few things.  Can you afford to lower your price? Are there less expensive pieces that you can make that would better suit this clientele? If neither then maybe this isn’t the right market for you.  Listen to what people say as they browse your booth. If they are commenting on the price (too high / too low) take note of that and see if you can adjust your prices accordingly in the future
2. Display: How you present your work is going to play a major role in how it is perceived to your customer. How do you want people to see your work? Are you going for a craft show, small business, or fine art? If you are trying to appeal to the craft show crowd think of lots of simple, cute, low-price pieces. Display is important but not as important as matching the price point of your customers. Small businesses you should appeal to customers who are looking for quality and value. Having a good variety of products along with some high-ticket items is a good balance. Offer “deals” such as two for one or buy one get one half off. Cross-promote your products and try to upsell.  If you are going to fine art think about fewer, expensive pieces.  Leave the low and medium prices back at the studio and present only your big-ticket items. Invest in good quality displays (pedestals, acroterion). This crowd is looking for quality and isn’t generally thinking about price. So your display should reflect that.
3. Style: When you start out you may have a very specific style of your own. This could be subject matter, technique, color palettes, or detail. It is good to stick to your style as that is what will eventually set you apart from other artists. At the same time think carefully about what customers ask for. Are a lot of your customers asking for pet portraits? Try your hand at them. It may not be your passion but being able to give people what they want can pay the bills while you spend the bulk of your time working on the things you want to work on. As you work on these pieces you may gain new skills as well that you can then incorporate into your pieces. Try not to be too stubborn in what you are willing to create if it means that you are alienating yourself from your customers.
4. Marketing: this is something that is going to change constantly throughout the life of your business.  You may find that your social media posts aren’t getting much traction.  Look at what other people are doing, read up on what the people are saying is trending, and adapt your strategy accordingly.  Maybe Facebook is prioritizing lives or Instagram is promoting reels. Use this to your advantage. If you have money to invest in marketing spend some money on a campaign. Run a contest or a giveaway to increase engagement and gain followers.  The important thing is to try new things until you find something that works. Then, when that thing doesn’t work anymore, try other things until you find something new that works.  Rinse and repeat.

Learn to adapt your business to best suit your customer and you are on your way to being a successful small business. Remember, this doesn’t mean you change your style every time someone suggests something to you. You don’t need to chase trends or try to make everyone happy to be successful. But look for indicators of what is selling, what is working of others, and what you read online, and make adaptations as you go along to better meet people’s needs and wants. Have your own tips? Tag us @bz_furfur and, as always, stay unique.

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Four Reasons to Give Homemade

1. A gift should be unique. When you are choosing a gift for a family member or friend it should be representative of that person. Although getting a neat gadget or knick-knack might seem like a great idea those gifts are less likely to make them feel like you recognize what makes them unique to you. Handmade gifts are one-of-a-kind. Every crochet stitch, brush stroke, and marking is a one-of-a-kind. It will contain imperfections but, like us, those imperfections are what make it special. The receiver will know, without a doubt, that this was made with them in mind.
2. A gift should tell a story. One of the things I like to tell my clients who commission work from me is that the wood I use has a story behind it. Whether it is the tree itself that it was cut from, where it came from, a mishap or mistake that turned into your favorite part of the piece, or some new technique that you needed to learn to complete the piece. These stories become a part of the piece. They are the stories you tell when someone comes to your house and you are admiring it. They become a part of what makes the piece special.
3. A gift should last a lifetime. I never like to throw away a gift. This is something that was given to you because the gifter thinks you are special and deserving to be remembered. Giving something that is only meant to be used a few times only to be discarded or re-gifted means that the receiver will not cherish it. Something that is made with care, love, and quality materials is going to withstand years of use. These are gifts that will move with someone from home to home. These are the things that will be passed down between generations.
4. You don’t need to be an artist to make something homemade. There are plenty of ways to make simple, homemade gifts that don’t require you to be a master craftsman. Beginner crochet kits and Paint by Numbers are great ways to be creative while maintaining guardrails to help you along. Pinterest has tons of ideas for things that you can create that are beautiful and personal. Or, if you simply don’t have the confidence or the time, you can commission a handmade gift for a loved one. Artists such as myself love creating unique and personal gifts. These make wonderful gifts because, even though you didn’t create them yourself, it show that you took the time to find an artist whose art represents what you want your loved one to think of when they think of you.

Happy Holiday Shopping

The holidays are so hectic and being creative may be the last thing on your mind for this time of year. Maybe, this year, set aside some time from your busy schedule, make a list of those loved ones who you know would appreciate the care and consideration that only comes from something handmade, and come up with a plan for how to make their holiday extra special. Have you ever received a homemade gift that you cherish? Share your story and tag us @bz_furfur and, as always, stay unique.

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The Tools

• Table Saw: More often than not when I get a slab from a lumber mill it can be upwards of 12 feet long. Generally, the mill will be happy to cut it down to size for you but, if you don’t know immediately what you are going to be using the piece for you may not know how long you are going to need it to be.  Getting familiar with a table saw is going to be key to cutting these larger pieces down to size. Table saws use large circular blades to cut through wood and can be raised and lowered to cut through multiple depths. They can also be tilted to cut at angles. Warning: These are some of the more dangerous tools in the workshop and you should take a safety class before operating one. In the MakerSpace they have a SawStop which can detect skin contact and come to an immediate halt. This will destroy the saw, but will also likely save your skin.
• Jointer: One thing that you’ll notice about unprocessed wood is that you aren’t going to have those smooth edges that you get from a piece of processed wood. They’ll usually be rigid and uneven. The jointer is a great tool for smoothing out those edges. You can run the edge of your wood over the jointer and it will create a flat, square, smooth edge to your lumber. Remember: When you are using a jointer you are shaving the edge off the wood so, if you are trying to conform to a particular length/width make sure you don’t have the planer set to a huge depth (should be 1/8” at most) and make sure you mark your desired measurements so you don’t shave off too much.
• Planer: These are one of the most important tools for a pyro. You want to be working on a smooth, level piece of wood. Often times wood is cut unevenly at the mill, or it warps over time. You can pass your wood through a planer, however, and get yourself a nice smooth, even slab. A neat trick to making sure your wood is level, after it comes out of the planer, is to scribble pencil markings on the wood. When it comes out the other end, if it is level, you should see no pencil markings.  Another useful trick: If you have a smaller piece you can use a sled to compensate for the length and make sure it passes through completely. Make sure that when you are doing multiple passes through the planer you adjust it lower in small increments so that the wood doesn’t get wedged in, especially on the first several passes.
• Drum Sander: A planner will level your wood but it won’t give you that smooth finish. In order to get that you need to sand your wood down. At home, I use an orbital sander for my wood, but that can be exhausting (not to mention hard on your arms, and waste supplies) so, whenever possible, I like to use a drum sander.  A drum sander will let you pass a piece of wood through and sand it uniformly.  This is great for larger pieces of wood that would take hours to sand with an orbital. Just make sure you know how to properly clean it and that you are running your wood through evenly so that you don’t completely wear the sandpaper down on one side and not the other.

Where to go from here

There are plenty of other tools you should be familiar with as well but these four will get you through most of the basics. You should also be familiar with T-squares, tape measure, levels, and the other standard woodshop tools. Do you have some tips on how to process your own wood? We’d love to hear them. Tag us @bz_furfur and, as always, stay unique.

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This month we took a a look at our website, bzfurfur.com, with a critical eye and had to make some decisions about what works and what doesn’t.   Two years ago, when we moved off Etsy and decided to launch our own website, we made a lot of decisions about the organization of the site. Not all of those decisions played out the way we had hoped. So we decided it was time for a tune-up. Just like you take your car to the mechanic to make sure everything is operating efficiently and you go to the doctors to get an annual checkup: if you don’t spend the necessary time to keep your website well maintained it is going, at best, be an inconvenience to your customers and, at worst, drive customers away from your products.  So here are the top five things that we recommend you do to keep your website healthy:

Spruce up your site with these five tips

1. Performance: A poor-performing site is going to be a strain on any user. Hi-res pictures are a wonderful way to showcase your products but they tend to be large. Remember that there are still a lot of potential customers who don’t have high-speed internet connections or who might be accessing your website on a mobile device. Are you using plugins on your site? Take a look at how those might be impacting performance. Go one by one and disable plugins from your site to determine if certain ones are consuming more memory/bandwidth and slowing down your site. Use tools like Google Lighthouse (https://developer.chrome.com/docs/lighthouse/overview) to get metrics around how quickly your site renders and try to boost those stats.
2. Inventory: If you have been running your site for a long time it is very likely that your inventory is out of date. Whether that is old products that you no longer have in stock, incorrect amounts, or incomplete details. Often times we are heading to a market and we put a product up “just to get it in the POS system” without a decent quality product photo or limited product details.  Now is a good time to go through your inventory and make sure everything is as up-to-date and accurate as possible.
3. Search Engine Optimization: You want your site to show up on all the major search engines.  Even if you took the time to optimize your site for search engines when you initially stood it up, the requirements for search engines change all the time.  Make sure you have key words in the titles of all your pages, add meta descriptions, make sure you follow the guidelines for getting your pages indexed for google, getting your products listed on social platforms, and you are that you are reviewing best practices such as Google’s SEO Starter Guide https://developers.google.com/search/docs/fundamentals/seo-starter-guide
4. Information Architecture: A website is only as good as the people who are using it. If your menus are cluttered, if items don’t show up in your search, or if the layout makes it difficult to navigate users are going to take one look at the site and head off elsewhere. Take the time to use your site: pretend you are a customer and search for something.  Go through the checkout process. Ask friends/family to do the same and provide you with candid feedback. Take the feedback from your own experience as well as that of others and put together a strategy for how to improve the overall user experience to optimize it for connecting your customers and your product.
5. Branding: If your site has undergone many changes your overall branding strategy may have gotten muddied over the years. Fonts, color schemes, logos, and styles could vary wildly across your site. Take this time to determine what those styles are and apply them consistently across all your pages. Make sure that font sizes for paragraphs, headings, navigation, etc are cohesive across all your pages. Think about this in terms of your verbiage as well. Does one page sound fun and quirky whereas another page sounds like something out of a corporate brochure. Use this time to give your website a consistent voice.

What’s next?

These are just a few tips. Maintaining your website is an ongoing process and you are never really done so come back to it frequently and make sure you are giving your users the best experience possible. Have your own suggestions for how to make your site great? Tag us @bz_furfur and, as always, stay unique.

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The beauty of grants

The art community thrives, not just because people love art, but because our local governments and business want to see artists thrive as well. That is why many companies issue grants to local artists to help them create beautiful pieces that will be shared by the community. These can range from a few hundred dollars to thousands of dollars. The question is: how can you and your business benefit from these grants.  First things first, you need to seek them out. Depending on where you are the number of grants available to you may vary.  Cities, especially cities that are epicenters for art and culture, are going to have more of these opportunities than rural communities. That doesn’t mean that rural communities don’t have grants available to them, and, since the pool of artists in rural communities is lower there is less competition for being accepted.

You can search for grants through a number of different sources. Art councils for your area will likely have a running list of current and future grants that are available.  Pay attention to what district they are available in. Often times these grants will be available to multiple counties or regions so you may be eligible for a grant in a neighboring area if you are within the applicable district. Check your city’s website as well as they will often list the government funded grants that are available to you. Put in for as many as you can but read the rules: sometimes there are limitations to when, and how frequently, you can apply for them.

Sell yourself

Be prepared: when you submit a proposal for a grant they are going to want to know about you, your art, and how you are going to use the grant money. Think about this and be prepared to answer in a way that shows you are community focused. Remember, the purpose of these grants aren’t necessarily for you to grow your business, but are so that you can help grow the community as a whole. Think about how you would use the money to offset the costs of your project: pay for materials, cover registration fees, travel expenses, and, of course, you need to pay yourself for your time.

There are some grants that are offered as “no strings attached” where they will tell you you can do whatever you want with the money but most, especially those that are offering larger sums of money, want to make sure that the money is going to good use. Be honest with your costs, think about what is a fair rate to pay yourself for your time, and plan to use the money to fund projects that are reflective of the money you are being offered. This doesn’t just mean not to oversell your work, but also not to undersell the work. If the grant is for $1,000 don’t use that to fund a month long endeavor that is going to cost a thousand dollars in materials alone.

Learn how to market yourself. If you are part of an underrepresented community make sure to highlight that. Speak to your experience, you passion, and your efforts to work with the community.  Think about the organizations you are a part of, fundraisers or non-profit organizations you have done work for, and people in the community you have helped or supported.  The organizations that are sponsoring these programs aren’t just investing in your artwork, they are investing in you.

Your destiny awaits

Good luck in applying for grants. This is a great way to supplement the income of your small business and to get your name out there.  Do you have a success story of applying for grants? Share it with us and tag us @bz_furfur and, as always, stay unique.

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Finding the product that sells

As much as I love my floral patterns and my mandalas, that isn’t always the products that sell. Some of my biggest sellers are pop-culture inspired pieces based on board games, books, movies, television shows, and the like. I couldn’t tell you how many coasters I created for the board game Carcassone. When Brian asked me, however, if I wanted to take it off the shop my answer was a resounding “No! Why would I want to remove my best selling product!”. We don’t always get to make the things we want to make but, rather we make the things that folks want us to make.

The custom conundrum

Let’s face it: custom orders are not always fun. It is much more enjoyable to make pieces that are purely your own vision. When I am doing a market, however, people will often look around at the products I have on display and love them but, then that light bulb moments happens, and they ask me “but could you do this?” and a custom order is born. So, with that, I am no working with them on creating their vision. Personally, I enjoy this, but not everyone does because it means you may have to compromise your own artistic choices. In my case, though, it would also mean turning away anywhere between 25 – 50% of my income. So, instead of turning them away, I embrace them. I look for ways to create their vision but, also, to incorporate in my own design desicisions so that it remains uniquely me.

Expanding your range

Last year I wanted to pivot my business to more fine art. I wanted to make sure I was able to charge prices that allowed me to pay myself what I was worth. I encourage you all to do this, but, at the same time you still need to make sales and not everyone has hundreds or, possibly thousands, of dollars to spend on art. To solve this I tried to diversify the products I sell. The focal point of my website and my booth is my high-end pieces. These are the ones that are going to draw people in. Then I have my mid-range pieces. These are the smaller, less detailed pieces, that I can create much more quickly and sell at a lower price point (think $25-100).

The third category is my small pieces. These are earrings, bookmarks, and other smaller items. These pieces are nice because I can sell them for $20 or less, I can offer discounts when people buy two or more, and they allow me to offer my hand-crafted art but without the fine art prices. The final category are the impulse items. Keyrings, magnets, pop-sockets, and other low-cost products that can be priced below $5. I keep these up near where we check people out so that they might just add one in for a few extra bucks. These also make great options for kids coming through looking for cost-conscience gifts for their parents.

Have you had to pivot your business to adapt to customers. What are some of the things you did to make sure you were able to meet the needs of your customers while staying true to your goals? Share your stories with us @bz_furfur and, as always, stay unique.

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Finding the right markets

We’ve done a lot of markets in the past several years. Sometimes doing two markets in a weekend every weekend of the month. The intent is to get our product in front of as many people as possible. Although this may seem like the best course of action when trying to sell your product, remember, quantity is not a substitute for quality. Instead of trying to get into every available market, prioritize which markets cater best to your audiences. Do you sell a lot of low-cost, small items? Look for farmers markets and shows with lower entry fees. Are you looking to sell your work as fine art. Look for markets that cater to people who can afford fine-art prices. Remember, in addition to the entry fees for each market, you also have gas, food, and other expenses that come with doing these shows. If you are not making that money back it doesn’t pay to invest in them.

Price Point

I always say: as an artist you should charge what you are worth. If you are creating pieces and selling them for razor-thin margins think about how much it translates to what you are paying yourself. For instance: That piece you created on a $20 wood blank that you spend 5 hours on which you just sold for $30. That netted you a $10 profit or, in other words, $2 / hour. And that isn’t even taking into consideration the overhead costs of being at the market. Keep tabs on how much your raw materials cost, how long the piece took to create, and set an hourly rate for yourself. That $30 pieces, if you are paying yourself $10 / hour, should have been priced at $70 instead. If you can’t sell your pieces at that price then you need to consider if you are at the right venue.

Passive Income

Find local shops that are willing to carry some of your products. Look for craft stores, art stores, book stores, restaurants, anyone who strives to support other small businesses. Consider the fees they charge and make sure that you are earning enough net-profit from those locations with your monthly sales. Consider places that offer month-to-month leases so that you aren’t bound to an annual contract in case the locations doesn’t work out. Remember, also, some months are generally slower than others. The money you make around the holidays could very well compensate for those summer dog-days.

How are you weathering these tough economic times? Do you have some suggestions for how to keep your business out of the red? Share them with us @bz_furfur and, as always, stay unique.

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At the end of the day, though, I am lucky that I live in a country where someone such as myself, a woman and a minority, can start a business and be successful.  For that I am thankful.  How about you: what are you proud of this Independence Day? Tag us @bz_furfur and, as always, stay unique.

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“Don’t think about making art, just get it done. Let everyone else decide if it’s good or bad, whether they love it or hate it. While they are deciding, make even more art.”

I am an artist.  It took me a long time to admit that to myself.  Before making this realization I would describe myself as crafty. Even after doing pyrography professionally for three years, it is hard to call myself an artist.  As an artist, I struggle to to decide if I should focus on making what I love, or what I think other people will love. If I make what other people will love I have to sacrifice my own desires, but if I make what I love I don’t know if there will there be a market for it.

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down simply by spending his money somewhere else.” 

–  Sam Walton

I will often find myself trying to follow trends. Trying to understand what the customer wants and creating something that will satisfy them. At the end of the day making art is ultimately appeasing the customer.  This often means walking around markets and seeing what others are making or searching trending hashtags on Instagram to see what people are excited about. The problem is trying to follow these trends often means that my products are carbon copies of what is at everyone else’s table at the shows or what everyone else has on their website.

“Know what your customers want most and what your company does best. Focus on where those two meet.”

– Keven Stirtz

The best thing I’ve found to do is determine what you are good at that. Do your absolute best to create a unique product and talk to customers to adapt your style to match what they love. This may mean making some concessions to your particular style. This is not a bad thing.  If you can learn to adapt to your customers, ultimately, you will find a place where your talent and what he customer wants meet.

“To practice any art, no matter how well or how badly, is a way to make your soul grow, for heaven’s sake. So do it.”

– Kurt Vonnegut

At the end of the day, it is important that you are making art that both you, and your customer, will love.  And, as always, stay unique.

“Ignoring what sells doesn’t make you a better artist, it makes you a starving artist.”

– Marie Forleo

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