Dear Abel & Sofi: Injured Firefighter Struggles To Save Ailing Biz
About Dear Abel and Sofi: While our Q&A Forum addresses 1,000+ public questions weekly, we wanted to give our small business owners an outlet to anonymously share the kinds of frustrations, fears and private struggles few people express openly. Father-daughter duo Abel and Sofi co-author the column, bringing diverse perspectives to both professional and personal problems. A serial entrepreneur and counselor, Abel, 65, is known for his empathy and his uncanny understanding of many issues. Co-owner of a salon, Sofi, 28, has a younger, more candid approach to life’s challenges. To submit your anonymous questions, click here.
Dear Abel & Sofi,
People love my woodwork and it’s a true passion of mine. But my
sales are really low to the point of shutting down my business. I researched and have Twitter, Instagram, Facebook and a website. I also have my items on Amazon, Facebook Marketplace, Letgo, OfferUp and Craigslist. I’ve run Facebook ads, and they cost more than I sold!
I don’t know what else to do as my career as an EMT and Firefighter ended due to injuries. I love doing my woodworking, but I just don’t understand marketing. Any help is welcome!
Sincerely, “People Love My Work, But…"
Abel:
Dear People Love My Work,
First, allow me to thank you for your service as an EMT and Firefighter! That’s beyond a big deal. And I’m very sorry to hear that the injuries you suffered are keeping you from that heroic work. You literally saved countless lives, helping people in their darkest hours, and you should always be proud of such a major achievement.
That said, moving into the next chapter of your life is never easy. And then taking another talent -- woodworking -- and trying to transform that into a business is a lot to tackle all at the same time. It’s no wonder you’re frustrated and feeling like you’re doing all the right things, but not seeing the results you want right away.
This type of frustration is just one of many reasons why people often get a regular job to pay the bills, while pursuing their artistic passion on the side. Then they try to slowly build that passion into a full-time profession. But that can take time.
From what I can tell, you went 100 percent into the business of pursuing your passion and that has put so much stress on you -- and on your talent -- that you’re ready to throw in the towel. Please don’t do that! Keep the business going. Continue to pursue some of the social marketing you’ve already established, finding a manageable cadence for posting updates. And try to land some part-time or even full-time employment that can bring in money and still allow you some time and energy to sell your creations online.
A few more quick suggestions: completely fill out your Alignable profile and add more great photography of your items, plus special deals. Mother’s Day and Father’s Day are coming up, so showcase items appropriate for both of those must-celebrate, gift-giving occasions.
Thanks again for your note. Many other "artists at heart" face the same struggles that you're dealing with now, but often suffer in silence. Hey, Sofi and I are very creative and we’ve had to find ways to turn our creativity into careers that pay the bills. So we’re all in it together, man. And we’re all better together helping each other reach our goals. Hang in there!
All my best, Abel
P.S. -- For any members interested in our letter writer's creations, just post something in the comments or send us a private message and we will forward your information.
Sofi:
Hello, People Love My Work!
Let me first say, I’ve seen your site and I’m sure many people really do adore your work. You’re a true craftsman and you’re preserving an ancient art that few people pursue. In fact, I really like some of your kitchen goods -- and I think one has Dad’s name on it for Father’s Day, as he loves to cook. (Yes, Dad, I got the not-so-subtle hint…:).
But I tried to purchase it off the site and there wasn’t a super easy way to do it. So I’d add some simple ecommerce software to the site and not just rely on the market places. Shoppers like me will see it on your site and want to buy it then and there. (Not to worry, I’ll send you a note offline to find out more about the piece I want for Dad, but you’ll likely want to make it easier for other shoppers).
I also think you need to come out and share more of your story on your site and in your Alignable profile. Shoppers will want to know more of your backstory, and will be even more inclined to support your woodworking passion.There’s a lot of emotion that goes into purchasing decisions and I, personally, would love to support any artisan who not only shows immense talent, but also saved lives for a living before pursuing his artistic passion. (I’m sure many of our members reading this note will echo my feelings here, too).
So don’t be afraid to show off your talent and your story. Serial shoppers like me love to hear more about the people creating something we want to give as a gift or use to decorate our homes or offices.
Wishing you only the best of luck -- Sofi
Comments (1-10)
Why not provide a link to images of the work or the author's website here? He lost some potentially easy sales by your not doing so.
Rather than take on a part-time job that may not offer the flexibility you’d like, turn to something much more familiar to you! You were an EMT and firefighter. Part of your job requirement was being cpr certified. Invest in becoming a certified cpr trainer.
With this certification, you can register as a trainer with different organizations and professional development websites such as American Red Cross and the Aspire Registry. You then maintain control your own schedule, and tap into another source of income.
I am an interior designer so I am thinking you should network to people who can sell your products to others —not just marketing to the end-users. Interior designers, realtors, remodelers and home stagers may be able to sell your woodworking to their clients— you can join network groups, meetups and trade associations that have them as members—Also, there are many general network groups that you can join to get the word out on your business!
You're selling your woodworking to the wrong market, using the wrong media.
You're creating quality pieces, perhaps one-of-a-kind or at least something using your own designs. Then you're trying to sell them to people who aren't interested using methods that work against you.
I hadn't heard of a few of the sites you'd mentioned, so I checked one out. It's a site where people sell used item; some even are willing to give the items away. Is that the company you want to keep? I checked another one out. Lots of used tennis shoes and mattresses. (Hint: That's not the best venue in which to sell custom woodworking.)
Or social media like Twitter and Facebook.
Take a deep breath and step back. Is Twitter or Facebook really the way you'd choose to reach prospective buyers? (Of course not.) Or sites that focus on used tennis shoes?
Figure out who your market is. Who is most likely to buy whatever you're making? Be honest here.
Further, you say "People love my woodwork." OK. Are these actual buyers? If so, good. Ask them where they'd look if they wanted to buy your items. Find out if they bought it for themselves or as gifts. That will give you some indication of who your target market(s) really are. And I asked if these are actual buyers. If not, forget 'em. If it's your mom or your cousin or someone at church, they may love you but they're not your target market. They know your "back story" and they've seen the products up close and personal. In fact, with all that, if they haven't bought, then they're doing you a disservice.
I'm not a big fan of social media in a lot of situations. The message is too easy to dismiss or ignore...or click away from. It often doesn't allow you to present your product or service in the best light. That doesn't matter much if you're selling something generic--light bulbs or crayons or reams of paper. But it matters a lot for what you're selling. Your own website is a different matter. It allows you to display your products the way you want to, and to create a "value proposition" for your products.
But I wouldn't stop there. In fact, I'd suggest that you try a different approach. Contact/visit stores in your area that sell the sorts of products you make. Try to get your products placed in those stores. Start off on a consignment basis, if necessary. But presumably the people who are actually visiting those stores are potential buyers for your products.
The real key is to reach actual buyers, preferably in a way that will most appeal to them. Twitter ain't it.
All good advice above from A and S. I would add doing some tradeshows in your area, to show your work. Summer's coming: book some state and local fairs. See if you can get a spot on one of the AM local TV shows. Don't give up; remember Mike Lindell (My Pillow) went through this before getting a break
Additionally, pooling your resources, sharing strengths, and minimizing your expenses with other complimentary businesses is a great way to expand your network and keep down costs. Perhaps you could work with a nonprofit that specializes in disaster relief or helps displaced families. They help market your company to their network and you, in turn, market your business, AND theirs, by saying for every product purchased, 10% of proceeds go to the nonprofit to help their cause. This is an example of two businesses helping each other. Goodwill goes a long way these days.
Another thought is to create something close to your heart, yet, speaks to so many. For example, a niche “one of a kind” product that commemorates those lost on 9/11. A specially designed tribute created by your hands and your talent. (Be sure to patent the design). Perhaps take the idea a step further and contact County FD admin about commissioning you to create a tribute to fallen heroes for local fire departments. A fire house in Wheaton Md. had a piece of iron from the twin towers turned into a statue that sits outside the firehouse.
All of this to say, start with your strengths, create products that no one else can buy anywhere else, and reach out to your personal network first. If something is good, word of mouth will spread, especially if your work is tied to something that everyone knows and loves.
Network, Network, Network! We would love to welcome you into our community of veterans and first responders, who love to support other Warriors! Getting the word out in person has an impact that is unlike any other, because it is so personal.
Suggestion: have you looked up other people doing the same thing and see what they are doing to be successful. Your story is powerful. Sharing that to the right audience in the right format is vital. If you like I can offer some pro bono consulting for you. Just have them contact me via Alignable. No pitch here just real working knowledge and guidance. I will wave my consulting fee for you.
Congratulations on your new journey. Thank you for your service, as a firefighter.
I would definitely invest in your online e-commerce, and several photos of your work. Additionally, don't be afraid to use other social network sites.
I would not completely rule out supplementing your income, by taking a temporary part-time job, until your business gets off the ground.
Additionally, check out other artists and crafstmen's websites and social media profiles. What are they doing? Facebook, Pinterest, LinkedIn, Etsy, Ebay?
Finally, art shows and farmers markets are great ways to showcase your work.