[169] Key Takeaways from the Etsy Search Update [Premium]

Have you seen the news?

Etsy released a detailed update on how their search algorithm works – while holding on to a few trade secrets.

There were some BIG pieces of news in this update! Since the details will strongly influence your search rankings on Etsy, I wanted to make sure you had seen and digested this information.

So, in this Thriver Circle members-only episode I highlight the key takeaways – because in this update, Etsy have answered questions that we’ve wondered about for YEARS, including – does renewing increase your search ranking?


>>Become a member of the Thriver Circle and listen to the full episode right now.<<


Listen to the Intro:



[163] PR: How to Pitch with Brigitte Lyons


Do you wish you could see your handmade creations in your fave magazine? Or maybe get a feature on a podcast?

If so, you need to do some PR – public relations – and get in touch with them!

But how should you go about doing this? What sort of email is most likely to pique their interest and get you the chance to land a feature?

In this episode, I pick the brain of PR expert Brigitte Lyons, as she explains what PR is, and how to use it to spread the word about your business – for free!



Quote and highlights from this episode:

  • “As you get started with PR try to cultivate a mindset that you have something of value to offer.” {Brigitte}
  • When you have a product, traditional media is a solid place to start. Print media and online outlets that do regular product round-ups mean you can develop and reuse one pitch. The energy needed is low but the success rate is also low.
  • “The cost benefit to pitch a podcast and being on the show is so incredibly strong.” {Brigitte}
  • Have your business gaining momentum then invest time into your PR – use the time to be selling your products at the start.
  • “PR is not a replacement for sales – it will never fix a sales problem.” {Brigitte}
  • Make PR part of your marketing project flow.
  • With your pitch, tell the story of how your work fits into the coverage they already have.
  • “We don’t need to know your life story to feature you on my blog.” {Jess}
  • “When you are looking to pitch your PR, look for places that already cover other products that are similar to yours.” {Brigitte}
  • A good guide for pitch length – “If you have to scroll down it is too long.” {Brigitte}
  • Do your research to assist with your pitch and look at show notes, read blog posts and examine features.
  • Avoid your pitch being too short – two sentences is insufficient to get your story across.
  • Ensure you address your pitch to the person’s correct name!
  • “For people who are busy or receive lots of pitches you need to stand out.” {Jess}
  • Limiting it to one follow up enquiry ensures you do not pester the person you are contacting.
  • If you decide to outsource your PR, look for a person or agency who knows your industry.
  • Check out Brigitte’s work here!


156: You Don’t Have to Market the Way Everybody Else Does! {Members-Only}

In this members-only episode, I outline why you need to work out the marketing strategy that suits you, and your business… rather than doing what works for others!

I share a couple of stories from my own businesses to illustrate the point – for example, for my own jewellery business, my mailing list and social media aren’t a big part of my marketing… what?! Yep – and I’ll explain why, and what I do instead.

If you’re unsure of what marketing strategies and avenues would suit you best, this episode will give you some food for thought that will help you get clearer on what will work, and what won’t.

P.S. If you’re not already a Thriver Circle member, the $1/7-day trial offer is still available – but only for 2 more days!


Listen to the Intro Now


[155] Magnetic Marketing with Shannon Bush

Does your marketing copy sometimes just feel a bit… blah?

Like – you’re not quite sure what to say to really explain how awesome your product actually is?

In this episode, you’ll learn a key tactic that will make your product descriptions SO much more powerful and persuasive – and it’s called the benefit statement.

My guest today is Shannon Bush, who has been working with businesses of all shapes and sizes for over 10 years, helping them overhaul their messaging and grow their reach.

In this episode, we talk about her concept of magnetic, or ‘lean in’ marketing – how to draw people to you rather than pushing them away with shouty marketing tactics – and we go in-depth on the process of crafting a benefit statement for your products and business.

So get your notebook ready, and prepare to create powerful product descriptions that will tap into the wants and needs of your ideal customer, and get you more sales!

(P.S. I totally used Shannon’s tactic to write that last sentence…)



Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle, which gives you access to exclusive members-only episodes (and SO much more). Without the members of the Circle, this podcast would not be possible.



Quotes and highlights from this episode:

  • You are never done with business – there are always new things to learn and try.
  • Magnetic marketing is about finding your own magnetism and creating an approach that is genuine to who you are.
  • Aim to create the “lean in effect” where people want to engage with you, find out more about your products and are drawn to you and your story.
  • Take the extra time and effort to connect with your customers and build a relationship.
  • “People buy from people – remember the human element” {Shannon}
  • Your marketing helps people understand what you sell and why they should select you rather than others in the same field.
  • Jess recommends the book “The Fortune Cookie Principle” by Bernadette Jiwa
  • “The descriptions of what you sell are critical” {Shannon}
  • Each of your products has a why. Consider why you started making, why you chose those components, why you designed your product this way.
  • “People do invest based on that perceived benefit” {Shannon}
  • When writing product descriptions outlines its features and then outline the benefits. This is wordier but it provides customers with why they need this product in their lives.
  • “Just because you are making something that doesn’t have a practical purpose doesn’t mean that people don’t need it in their lives” {Jess}
  • Use the language customers are leaving in reviews for your products to help shape your benefits text.
  • Linking statements are the words between the list of features and the list of benefits that provide extra dynamism. Examples include “so you can”, “allowing you to” and “reminding you that”.
  • With descriptions, remember to speak to the person directly and use “I” and “you” not “we” and “they”.
  • Magnetic marketing can feel very easy because you get to be “you”. Be genuine, build relationships and keep it real.



#MakingItPodcourse: Marketing | Lesson 21: How to Make It: Marketing


How do you successfully market your business?

In lesson 21 of the #MakingItPodcourse I summarise what we’ve learnt this week, and give you a few extra tips and resources to help you win at marketing.


Want a weekly lesson summary – including a list of all the action steps for that week in a handy downloadable and printable pdf?


Just enter your email below…

Listen to Lesson 21:





What is the Making It Podcourse?

Over four weeks in July 2018, I’ll be releasing an episode/lesson of this course every day via the Create & Thrive Podcast (30 in total) on the topics of mindset, money, marketing, and business management.

I’ve created this course specifically for makers – those who create handmade goods to sell.

To create this FREE course, I’ve drawn on my 10 years of experience running my own successful handmade business, coupled with over 5 years of teaching other makers about handmade business right here at Create & Thrive.

I wanted to create something that was actionable and practical for all makers, no matter what stage of business you are at, and that would allow you to dig deep into 4 key aspects of the crafty biz journey.

I hope it helps your handmade business to thrive!

If you want to take your learning to the next level, the course conversation is happening daily over in my private membership community for makers – the Thriver Circle.

You can find out more about the oodles of benefits of membership right here.

Jess x

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