
Hi! I’m Alicia, and I’ve been selling my crafts on-line and in stores, including my own store, for several years now. In this column, I’ll be talking in a general way about what it’s like to sell the things that you make, and I’ll give you some ideas to consider when selling your own work.
Whether you plan to sell your work on your own web site, at craft fairs, in shops, or at on-line marketplaces, let’s face it: The first thing you need is a name for your business! I love to think of names for things. If you don’t, consider taking a few of your creative friends out for drinks, and bring a pad of paper and pen for a brainstorming session — once you start talking about who you are, what you make, and what your vision of your business is, the words will start flowing. (A margarita never hurts, just to get the ball rolling.) Don’t stop at your first idea — the nature of brainstorming is organic, and you never end up where you thought you would.
Choose your name carefully! None of us can see the future, but when it comes to names you must try. You will, if you’re lucky, have it for a long time, and you will say it dozens of times a day, and see it in print, and hear it said by other people. In fact, say it to other people, and make sure they don’t say it back to you with a question mark in their voice and a bewildered look on their face, because you will be seeing that exact look on someone else’s face every time you say it. It reminds me of when my husband wanted to name the dog “Hercule Poirot.” The dog’s a girl, but that’s not the point. You want your name to be catchy and clever, but pronounceable, and not so obscure that no one will have a clue what you do — unless you like explaining that sort of thing a lot. You also want it to be specific to your work, but not so specific that it will pigeon-hole you into a particular product or “look.” Test your name on a bunch of people. Don’t necessarily take criticism or advice to heart immediately — this is your name after all, and at the end of the day, only you have to love it — but be aware that if you notice people having trouble pronouncing it, or spelling it (as they look you up on a search engine, for example), this is not a condition that is likely to go away.
Some days I wish I could start all over with a new name. If I’d had any idea six years ago that this would all last more than five minutes, I would’ve thought a lot more about it. And I would never again pick a made-up homonym, but, you know, that’s just me. If you haven’t already printed 2000 business cards and 500 woven labels, I envy you, I really do.
Where were we. If you already have a blog, you could consider using your blog name, or some version of it when naming the business division of yourself. If you’ve established a following, it can be a good idea to capitalize on the recognition-factor of the name you’ve already chosen for your blog. People have fairly short attention spans, and the more you repeat words and images (or, establish a particular “brand” for your work — which I’ll talk about in a later post), the more people will remember you. But if you are inclined to choose something fresh, I say do it. A new name can signal exciting changes, and pique peoples’ interest!
Do some searches yourself, and make sure no one is using the name you love. See what urls are available that relate to your name; if someone’s already claimed a url that you wanted, see if you can think of something similar that will be as close as possible to your business name. (Even if you don’t have a web site now, you may want to purchase a url for future use. Think success!) So many people have blogs and little businesses now you would be wise to choose something as unique as possible.
If you’re satisfied that your name is original, appropriate, and will allow your options to grow and change as your business does, remember to register that name with local authorities, and even your state. This protects you, and prevents others from using the name you worked so hard to think of! It will now be your “assumed business name,” and on legal documents pertaining to your business you and it will appear as, for instance, “Alicia Paulson d.b.a [doing business as] Posie: Rosy Little Things.”
For more information about the legalities of names, and registering them, please contact your county clerk, or the secretary of state where you live (or other local commerce authorities in your country). Also, consider investing in a few books about selling your handcrafts — they are invaluable reference tools as you go along. My favorites are by Barbara Brabec, who has been writing about crafts businesses for many years.