How to Start a Successful Podcast (For Under $100)

How to Start a Successful Podcast (For Under $100)

Podcast listenership continues to grow tremendously every year. According to Edison Research, 40% of Americans aged 12+ say they have listened to a podcast in 2017 while 24% say they have listened to one in the past month, up from 21% one year prior.

What this means for you as a business owner is that learning how to start a podcast is something you should consider to reach this expanding audience and grow your business.

This in depth 15 part video series will teach beginners and more advanced merchants exactly how to develop a content strategy to increase traffic, sales and repeat business.

You don’t need to be a very technical person nor does it require a lot of money to learn how to start a podcast. This guide will be your A-Z, step-by-step walkthrough on how to get started with audio podcasting and why you should create a podcast. We’ll cover everything from the very technical to the abstract podcasting concepts.

Table of Contents

  • How to start a podcast
  • How podcasting works
  • Why start a podcast
  • Why podcasting works as a content platform
  • Getting started with your own podcast
  • What you’ll need to create a podcast
  • How to record a podcast
  • How to create a podcast: recording your first episode
  • Getting an intro and outro
  • How to edit your podcasts
  • Podcast hosting
  • Syndicating your podcast’s RSS feed
  • Submitting your podcast to the right channels
  • Launching your podcast
  • Growing your podcast
  • Start a podcast today

How to start a podcast

To start a podcast, at a bare minimum, you need to:

  1. Come up with a concept (a topic, name, format and target length for each episode).
  2. Design artwork and write a description to “brand” your podcast.
  3. Record and edit your audio files (such as .MP3s). A microphone is recommended (more on equipment later).
  4. Find a place to host them (such as a file host that specializes in podcast hosting, like Libsyn or Podbean).
  5. Syndicate these audio files into what’s called an “RSS feed” so that they can be distributed through iTunes as well as downloaded or streamed on any device on-demand.

The following guide will cover this in a lot more detail later.

How podcasting works

Podcasts can be played one of two ways.

The first is to simply stream or download the podcast from the RSS feed either in a feed reader like Feedly or on the blog/website itself where the podcast is hosted or embedded.

The other is to use a player, such as iTunes or Pocket Casts. Load up the RSS feed into the player and play any of the episodes in the feed on a device, such as a smartphone or tablet. These are sometimes called “podcatchers”. Podcast players sync the data from the RSS feed to give a listing of episodes, show data (such as episode name and show notes), artwork and a link to the show file (usually an .MP3).

Why start a podcast

If you understand the value of creating content (e.g. keeping an active blog) for your business and brand, then you understand the value of podcasting. Creating a podcast allows you to reach a brand new audience: a group of people who might otherwise never find or consume your long-form content because they prefer the audio format.

You also don’t need to be an established content creator or have a blog to learn how to start your own podcast. A podcast is an excellent way to build an audience from scratch and position yourself as an authority in your industry.

In addition, podcasts also provide the potential to drive traffic back to your website or store. Every podcast directory gives you a link back to your website and since it’s your podcast, you can direct listeners to your website at the end of each show.

Podcasting is exploding. Looking at this pie chart, courtesy of Edison Research, 30% of time spent listening to audio sources goes to podcasts. This is impressive when compared to AM/FM radio’s 21% and owned music’s 23%.

Podcast popularity stats

With over 21.1 million hours of listening per day and growing, according to MacRumors, there’s a lot of opportunity in various niches. If your industry is underserved, you have the chance to be an early adopter and trailblazer.

On iTunes, there are dozens of categories and subcategories where listeners actively seek new content. This means your podcast content will be highly targeted. People who are interested in your topic will seek you out.

In 2015, podcasts had a balanced demographic with the listeners being equally male and female adults between the ages of 18-44. However, Edison’s 2017 data shows that podcast listeners skew slightly more male and a bit older (35-54 years old) in recent years.

Lastly, starting a podcast allows you to position yourself as an authority on your topic. It helps build your audience and also makes it easier to sell your product or service since you’re the credible source. Being seen as an authority can help influence potential customers to purchase your products.

Why podcasting works as a content platform

Podcasts are a popular content platform because they’re easy to consume. People can listen to podcasts on the go, in the car, at the gym and even at work.

With devices like Amazon Alexa and Google Home, it’s becoming easier to listen to podcasts while at home. It’s not a content medium that requires all of your audience’s attention, like a blog post or a video would.

Another reason podcasts are easy to consume is that they can be listened to on any device. Your listeners don’t need a radio or to be sitting in their car to listen. They can listen on their smartphones, desktop computers or tablets. Unlike radio, podcasts are on-demand, which means your audience can listen to what they want, when they want.

Compared to other content platforms, podcasts allow you to create an intimate connection with your audience. Imagine being in your target listener’s ears for 30 minutes or more. They’re hearing you talking to them, one on one.

This is your opportunity to form a more personal relationship with your audience. Because of this level of engagement, people even listen more closely to the ads. Whether you’re looking to start a podcast to promote your business or to monetize with ads, Midroll found that 61% of listeners purchased a product or service after hearing it advertised on a podcast.

Lastly, podcasts are free. They’re free to create and free to listen to.

Getting started with your own podcast

Learning how to start a podcast begins with identifying the premise or theme. Each episode should be relevant to that premise. For some, this theme will be obvious. For others, especially in unique industries and niches, you’ll need to get creative about your topic.

For example, if you sell sunglasses, you might not be able to start a podcast exclusively about sunglasses. However, if your customers are world travelers, then maybe a podcast about travel is a better theme.

Your theme will also come down to what you’re either an expert on or passionate about. Sometimes, if you’re lucky, you’ll be both an expert and extremely passionate about your theme.

Before committing to a theme, check to see if there’s enough for you to talk about. Try coming up with a list of at least 10-15 episodes. Then look for similar podcasts on iTunes and look at their popularity, such as number of reviews and number of followers on social media. Competition is a good thing! It can tell you whether or not the theme is viable.

The next important component is the episode format. What will your podcast be like and how will it be structured? Here are some ideas:

  • Interview style
  • Solo
  • More than one host
  • Narrative/Storytelling
  • Hybrid (some combination of the above types)

Lastly, how long will each of your episodes be? It’s a good idea to have a consistent episode length so that your listeners know what to expect. If your podcast is 20 minutes every episode, and your listeners are used to that, it’ll be easy for them to time their listening with a daily commute, for example.

What you’ll need to create a podcast

Podcast listing information

 

  • Artwork (minimum 1400×1400, maximum 2048×2048): Your podcast artwork needs to be beautiful. Don’t neglect this aspect of your podcast as Apple and iTunes, in particular, seem to only feature podcasts (more on this later) if they have professional-looking artwork. You may need to invest some money into hiring a professional to design your podcast artwork. Whether you’re doing it yourself or hiring a pro, use words and images that are large enough to be clearly legible at almost any size. Take a look at the artwork that catches your eye on iTunes and models your artwork for your podcast after that. I’d recommend trying Fiverr or, better yet, hiring a graphic designer from Upwork to create something beautiful for your podcast.
  • Podcast name: Your podcast name should speak to you and your audience. Ideally, listeners should know what the podcast is all about from just the name alone. Having a very descriptive name can help. However, this isn’t entirely necessary since most podcast platforms include a “hook” or short description along with the podcast name. This helps with optimizing your podcast’s searchability on platforms such as iTunes. For example, “Grub Podcast – All about healthy eating and helping you cook better” or “Xtreme – interviews with famous skateboarders such as Tony Hawk, Chad Muska and Rick Howard”.
  • Podcast category/subcategory: There are dozens of categories and subcategories on iTunes. Everything from arts and politics to comedy and religion. Choose the category that best suits your theme. It doesn’t need to be the exact topic. If you’re struggling to decide on a category, look at other podcasts on iTunes that are similar to yours and note which category and subcategory they use.
  • Podcast description: You don’t want to skimp on the description of your podcast. You’ll want to include as many relevant keywords as possible. This is going to help with the search engine optimization (SEO) of your podcast listings. iTunes is a search engine, so many people who find your podcast will find it through a simple search.
  • Prominent guests and collaborators: As your podcast grows, it’s also a good idea to include the names of big guests you’ve had and the topics of your most popular episodes. This way, new listeners know immediately which podcast episodes to check out, making new listeners more likely to become long-term fans.
  • Podcast rating: The podcast rating tells you which audiences the content is suitable for. You can adjust the rating for each podcast episode. This is important, as you want to be consistent with it. Ideally, every episode should either be clean or not.

What equipment and software you need

In this section, we’ll go over the equipment and software you need to start a podcast. This guide will also go through the most basic setup for recording a podcast.

  • Can you start a podcast with just an iPhone?
  • Microphone
  • Audio recording software
  • Call recording software
  • Equipment to improve quality (not required)

Can you start a podcast with just an iPhone?

The short answer: yes, you can start a podcast on an iPhone. Since iPhones have microphones, they have everything you need to record the audio. However, the audio may not be as clear or the professional quality you’d like.

That being said, there are several apps you can download that will turn your iPhone into a podcast audio recorder. Some hosting solutions, such as Podbean and SoundCloud, also offer in-app podcast recording capabilities. Many of these apps are available for Android devices, too:

Microphone

The most important thing you need when starting a podcast is a microphone. Virtually every desktop and laptop computer has at least one USB port, allowing you to connect a device, like an external microphone. These devices are plug-and-play, which means no drivers (or installation) are required. The good news is you can get a USB microphone of decent quality for under $50 USD.

You may choose to invest in a more expensive XLR microphone that plugs into a mixer, which might provide better sound quality for your podcast. However, the audio quality you can achieve with a really good USB microphone is more than enough for most people. Many popular podcasts today have some of the most simple setups and still use USB microphones.

Your computer or laptop probably comes with a built-in microphone, but I forbid you from using that for your podcast. The audio quality will be abysmal, I promise. Those built-in microphones were not designed for podcasts. You’ll need a decent external microphone if you’re serious about starting a podcast.

Here are two that I recommend:

  • Samson Go Mic (less than $40 USD): The Samson Go Mic (available in two different models) is a basic, plug-and-play microphone that comes with a mic stand or clip (to attach to your computer) and a USB cable. The audio quality is very good for the price; it’s a great bang-for-your-buck microphone if you don’t want to spend a lot of money.
USB Microphone
  • Blue Yeti USB Microphone ($129.99 USD): The audio quality on the Blue Yeti microphone makes it worth the price. I’ve used the Blue Yeti microphone for a long time for my own podcasts and it’s produced very high-quality voice recordings.

Audio recording software

The software recommended in this section will allow you to record the audio from your microphone and save it as an .MP3 file. The following software will also allow you to edit your recordings, which I’ll go over in more detail later in this guide.

Audio Recording Software

  • Adobe Audition (PC/Mac; $20.99 USD per month): If you want really powerful audio editing software with all the bells and whistles, Adobe has it with Audition. It might be more than what you’ll need to edit your podcast, but if you’re using a mixer and high-end equipment, it could be a good idea to look at Adobe Audition as well.

  • Audacity (PC/Mac; Free): Audacity is a great alternative to paid, premium audio editing software. It’s easy to use and there are a lot of tutorials available online to help you learn how to use it.

  • GarageBand (Mac; Free): GarageBand comes with all MacBooks and is good enough for most of your audio editing needs. GarageBand allows you to record the audio from your microphone and save it as an .MP3.

Call recording software

If you plan on conducting interviews for your podcast, you might want to use software that records your calls. If you’re using a mixer that records all sound from your computer, this software won’t be required. However, if you’re using a basic setup and a tool like Skype or Google Hangouts to conduct interviews, here are some recommended call recording tools:

  • Ecamm Call Recorder (Mac; $39.95 USD): Record Skype calls on your Mac.
  • Pamela (PC; $16.67-44.54 USD): PC alternative to Ecamm Call Recorder for Skype. There’s a 30-day free trial to test the software before buying.
  • UberConference (PC/Mac/iOS/Android; Free): The free conference call software allows participants to join the call via desktop or phone, and the moderator can record the calls.
  • Callnote (PC/Mac; Free to $39.95 USD per year): Callnote records Skype, Google Hangouts, Viber, FaceTime, Facebook, GoToMeeting and WebEx conversations.

Equipment to improve quality (not required)

Equipment to Improve Quality (But Not Required)

  • Pop filter (typically $5-20 USD): Pop filters help keep the clicking noises your mouth makes when speaking close to the microphone from being recorded.

Equipment to Improve Quality (But Not Required)

  • Neewer Broadcast Studio Mic Boom Arm ($23.24 USD): Boom arms help keep your microphone in front of you, hands-free. They also allow you to easily adjust the height and distance from your mouth on the fly, so that you can move around while you podcast or simply keep it out of sight when you’re not recording. This is handy if you’re recording at your home office desk.

Equipment to Improve Quality (But Not Required)

  • Sony ZX Series Stereo Headphones ($15.15 USD): A good pair of headphones are important if you’re interviewing guests. You don’t want to have your guest’s speech come through your speakers and get picked up by your microphone, which would cause echo.

Equipment to Improve Quality (But Not Required)

  • Zoom H1 Handy Portable Digital Recorder ($99.99 USD): You might want to record your audio to an external device before importing the recording to your computer for editing. This prevents losing all your data if your computer crashes or loses power mid-session. Recorders are usually portable, meaning you don’t need to have a computer if you’re recording while traveling.

How to record a podcast

When it comes to how to record a podcast, all you need to do is plug in a USB microphone and open the audio recording software on your computer.

Ensure your microphone is plugged in and on, and that your microphone is the default input device for your recording software. Simply click the record button in your software of choice and talk away!

There’s no need to stop or pause the recording, even if there are mistakes along the way. You can always edit the recording later using the same software.

To record your first episode in GarageBand, here’s a nice four-minute video that will easily walk you through the process:

Once you finish recording, you’ll want to save your podcast. Ideally, .MP3s are the best format for your podcast files since they compress well (low file size) and can be played on most devices.

You’ll want to save your .MP3 as a fixed bitrate and not a variable (VBR) one. Most recording software will ask you for this information upon saving. A good bitrate to use is 128kbps. This bitrate keeps the file size low while maintaining good audio quality. For the sample rate, I recommend 44.1Mhz, which is CD quality.

How to create a podcast: recording your first episode

Now that you know how to record an episode, it’s time to do it.

What do you talk about in this first episode? Talk about yourself! Introduce yourself and the podcast to the world. This can be your “episode zero”. This is your opportunity to let everyone know what your podcast is about and where it’s going.

It’s okay to be a little nervous, especially if you’ve never sat down and talked into a mic for 20-30 minutes straight before.

The first thing to help combat this nervousness is to not be self-conscious about your voice. You don’t need a professional radio voice to get people listening. Speak naturally and don’t put on a “radio voice”. When you listen back, don’t cringe. Everyone hates the sound of their voice at first and, eventually, you’ll get used to hearing it.

If your voice sounds shaky or nervous, remember that improving your confidence on the mic takes a lot of practice. When I listen back to my first few podcasts and compare them to today’s, I can see how much I’ve improved.

Also, remember that you can always clean up and edit the audio after you’re done recording. If you lose your spot or forget your next point, don’t be afraid to sit in silence until you can regain your composure and continue. You can edit those gaps and mistakes out later.

That brings me to my last point: don’t read off of a script. Your podcast should sound natural. People who listen to podcasts don’t want to listen to an audiobook. They’re used to listening to the dynamic conversations and discussions that happen on podcasts. It’s okay to have a few bullet points to work off of, but practice speaking about topics off the top of your head.

Getting an intro and outro

Having an intro and outro for each episode of your podcast adds flair and personality. Usually, intros and outros are short voiceovers with music that introduce the podcast, episode number, the host(s), and the “hook” or tagline of the podcast. These intros/outros are also sometimes called bumpers.

If you’ve got the chops, you can record these yourself. Alternatively, you can hire someone with a great voice to do your intro and outro for you. I’ve used Fiverr in the past to create the intro and outro for my podcast. I would recommend listening to other podcasts in your niche to get some inspiration for the intro and outro.

How to edit your podcasts

Editing your podcasts allows you to add your intro and outro, stabilize the volume, and remove gaps of dead air and any mistakes you might have made. Any of the software recommended above (e.g. Adobe Audition, Audacity, GarageBand) should do the trick.

In your audio editor of choice, look for settings that stabilize the volume automatically so there aren’t spikes of high volume (headphone listeners will thank you for that), and eliminate background noises and pops.

If you struggle to learn the software or simply find the process too time-consuming, you can hire someone to edit your episodes for you. There are freelancers on Fiverr and Upwork who can edit your podcast episodes for you. It’s a good idea to stick with someone after you find the right person since they will know your style and editing preferences.

There are also post-production services, such as Auphonic, which will do the leveling, volume normalization and a few other things for you. Whatever you use, it’s important to normalize the volume of each episode. You don’t want one episode to be significantly louder or quieter than the others.

Once you finish editing your recording, save it as an .MP3, as recommended earlier, with a 128kbps bitrate and 44.1Mhz sample rate.

Once your .MP3 is saved, I suggest editing the ID3 tags of the file. The ID3 tags are your way to tell .MP3 players and devices more information about the file, such as the name of the episode and name of the “artist” (podcast). This way, .MP3 players have track information to display.

Editing Your Podcasts

On Mac and Windows devices, using Audacity and DataONE’s metadata editorallows you to add ID3 tags, such as: artwork, episode name, and podcast name. This can also be done in iTunes. There’s the ID3 Editor ($15 USD), which makes the process of editing tags on Mac a lot easier, as well.

Editing ID3 tags isn’t a required step and doesn’t affect or help your podcast’s listing on iTunes. However, it’s a nice touch, especially for listeners who download your podcast episodes to play them later on different devices.

Podcast hosting

You’ll need a separate host just for your audio files. Even if you already have a web host and a website, you don’t want to host your .MP3s on the same server. Those shared web hosts don’t have the bandwidth or speed for the demand that downloading and streaming .MP3s creates. Fortunately, media hosts are affordable. Here are the ones I use and recommend:

  • Libsyn: Podcast hosting starting at $5 a month for 50mb of space with unlimited bandwidth.
  • Blubrry: Podcast hosting starting at $12 a month for 100mb of space with unlimited bandwidth.

Think about how many episodes you’ll be publishing per month. For example, let’s say you’re releasing a new episode every week. That’s roughly four episodes a month. If your episodes are an hour each, every episode might be around 50mb. This means you’ll likely need over 200mb per month.

This is just an example, you’ll need to figure out what plan is best for your needs and proceed from there. Generally, you’re better off paying for the option that allows for a little more space than you need, just in case.

Syndicating your podcast RSS feed

Once you have your media host configured and at least one episode uploaded, you’ll be provided with an RSS feed by your media host. This feed contains all of your episodes and the associated data, such as each episode’s: title, artwork, description, and .MP3 file location. Fortunately, your media host handles all of this for you, so if this sounds complicated, it’s not.

This RSS feed is what you’ll be submitting to podcast directories, such as iTunes. You only need to submit this feed once. Every time you upload a new episode to your media host, the feed is automatically updated on iTunes and any other directories you’ve submitted the podcast to. I will go over this in more detail in the next section.

Submitting your podcast to the right channels

  • How to start a podcast on iTunes
  • How to start a podcast on Stitcher
  • How to start a podcast on SoundCloud
  • How to start a podcast on YouTube

There are many directories where you can list your podcast. I’m going to recommend the most popular, but you can distribute your podcast across as many channels as you’d like. You’re going to be asked for your podcast’s name, description, category, artwork, etc.

How to start a podcast on iTunes

iTunes is the largest podcast directory and it should certainly be your focus. If you’re only going to submit your podcast to one directory, this is it. Click here to submit your podcast and RSS feed to iTunes.

How to start a podcast on Stitcher

Stitcher is the second largest podcast directory and another great way for people to discover your podcast. Click here to submit your podcast and RSS feed to StitcherBasic Brewing Radio, for example, has a podcast on Stitcher where they discuss homebrewing beer. Wine enthusiasts, on the other hand, can tune in to the Wine for Normal People podcast on Stitcher.

How to start a podcast on SoundCloud

SoundCloud is another channel where you can list your podcast to amplify your reach. The platform is made for audio recordings, so it’s ideal and well-suited for podcasts as well. Click here to submit your podcast and RSS feed to SoundCloud. PlayStation, for example, has built up an audience of nearly 5,000 subscribers for their SoundCloud podcast.

How to start a podcast on YouTube

You might want to put your podcast up on YouTube to reach even more people. You’ll need a video file to upload as you would for any other YouTube video. For the visuals, you can use a static branded image that complements your other artwork. Or, you can include a video. Many podcasts have video recordings of the speaker(s), such as this one from Bulletproof:

Launching your podcast

iTunes New & Noteworthy

When you launch, there’s an opportunity for you to be featured in the “New & Noteworthy” on iTunes. The New & Noteworthy section is where iTunes will feature new podcasts for eight weeks.

Just imagine how much this could grow your podcast in a short period of time. This would give your new podcast a lot of traction since it’s free advertising on the iTunes podcast homepage.

To get noticed by iTunes and increase your chances of being featured, you’ll want to launch your podcast in a way that you receive some listens and reviews immediately. This is going to put you in the position to be featured. While it still isn’t guaranteed, launching your podcast this way will help you grow organically, too.

To do this, make the launch of your podcast an event and generate buzz around the launch. Create a landing page for your podcast, letting people know what you have planned. This landing page should also give people the chance to opt into a mailing list, which you can use to reach out on launch day.

Building a small audience pre-launch is critical since this will give you an audience to launch to immediately, hopefully creating a snowball effect.

The idea is that the day you debut your podcast, you should launch it with a few episodes, ideally three. This is a good number of episodes to have your audience listen to immediately without overwhelming them. If you launch with just one episode, you likely won’t get the listen numbers you need to get noticed by iTunes.

You also need to show your listeners that you’ll be putting out content regularly, and that there’s something to subscribe to. Having multiple episodes at launch (i.e. showing episode #1, episode #2, etc.) implies that there’s much more to come.

Announce the launch to your email list, and ask them to subscribe to the podcast and leave a review after listening. It’s really important that you encourage your subscribers to leave a review as having reviews (and subscribers) the first day can help you get noticed by iTunes, increasing your odds of getting featured.

Growing your podcast

Yay, you’ve figured out how to podcast and published your first few episodes! What’s next?

One word: growth.

Get into the habit of asking your listeners to leave a review on iTunes and to subscribe to the podcast. Having more subscribers and more reviews can help you get more listeners.

Encourage this on your website, on social media and in emails as well because people listening to your podcast might not be near a computer or able to leave a review when you ask them live.

A strategy that I like to use to encourage reviews and engagement is to reward the listeners who do so. For my podcast, I encourage listeners to leave a review on iTunes and every week, I read a random review on the show and give a free Kindle book to that listener. It gives my listeners more incentive to actually leave a review since they have a chance to get something for free.

Another important key to your success is to be consistent. If you plan on releasing a new episode every week, do it at the same time and on the same day every week. You need to have patience and you need to put out regular content to show your audience that you’re serious. Nobody wants to listen to or follow a podcast that promises to put out content regularly, but doesn’t follow through.

Another great tactic is building a mailing list and encouraging listeners to subscribe to your email list so that you can communicate with them. One Campaign Monitor report found that email marketing resulted in an average $44 ROI for every dollar spent in 2016.

Simply having your listeners only subscribe to your podcast isn’t good enough. When you need to promote or tell your audience something, email will be more effective than exclusively using your podcast or social media.

How to make money with a podcast

There are different ways to monetize your podcast. Your focus first should be to build your audience and their trust. Then you can think about monetization.

One of the more popular ways to monetize a podcast is to take on sponsors, and do “reads” promoting relevant products and services. If you’ve listened to other popular podcasts, you’ve likely heard these advertisements where the host reads ad copy and directs listeners to a specific link.

The other way is to simply use your podcast to promote your own products and services. Just like you would in a sponsored read, you can direct your listeners to one of your products or services at the beginning and end of your podcast. If you want to track this, give your listeners a unique link or discount code.

Start a podcast today

You can create a podcast today. Begin with the podcast listing information and start looking on iTunes for podcasts that are already doing what you want to do. If you already have an external microphone, record a short episode today, introducing yourself and your podcast idea. When diving in, get comfortable talking into a microphone for a long period of time and then listening to yourself afterwards. You don’t have to upload the episode you record today, but it’s good to get some practice and familiarity with the process.

If you have any questions about starting a podcast or any comments about this guide, please be sure to leave a comment below. I engage and respond with them all.

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Are These 6 Ecommerce Copywriting Mistakes Costing You Sales?

Are These 6 Ecommerce Copywriting Mistakes Costing You Sales?

You’re writing, and writing, and writing. You’re polishing your category pages. You’re toiling over countless product descriptions. You write for humans, while always keeping one eye toward search engines.

But let’s admit it: Sometimes you wonder, is your copy working hard enough? Are you persuading web visitors to buy?

Let’s look at six ecommerce copywriting mistakes that might be costing you business and explore how you can fix them.

Mistake #1: Too much product focus

This mistake is easily made. Even experienced copywriters make it.

As a salesperson and business owner you’re excited to share how special your products are (of course!). You want to talk about unique features and splendid specifications.

But you know what? Your buyers aren’t interested in all these features and specs. Buyers want to know what’s in it for them. Each time you list a feature such as a thread count of 400, pair it with a benefit such as for a luxurious feel that provides a better sleep.

A product feature is a fact about your product, while a benefit explains what’s in it for the buyer. A benefit explains how your product increases pleasure or takes away pain. And that’s exactly what your customers are most interested in.

Your oven, for instance, might have a fast preheat system (feature) which makes you more relaxed about getting dinner ready in time (this benefit is an increase in pleasure—feeling more relaxed) and it makes cooking less stressful (this benefit is taking away the pain of stress).

Before you start creating your product pages, outline a comprehensive list of features and benefits. Consider benefits that increase pleasure and benefits that take away problems, pain, and hassle. Planning what you need to write helps you write more persuasive copy, and it helps you to write faster.

Mistake #2: Meaningless drivel is soiling your pages

Formerly top-shelf words like “world-class”, “market-leading”, and “innovative” are used so frequently they’ve lost much of their impact. Now they’re just filler—taking up space without adding meaning.

Put on your devil’s advocate hat, and ask yourself for each sentence and each word: what does this mean? If you can’t come up with a specific answer immediately, then cut or rephrase until your text is concrete and meaningful.

❌ Meaningless drivel: “Innovative office chairs from a world-leading manufacturer.”

✅ Try instead: “Office chairs with lumbar support used in over 150,000 offices in the US.”

Meaningless drivel distracts and wears your reader down. In contrast, facts and figures increase your credibility. Where possible, include numbers and write them as digits (7) rather than words (seven) because numerals stop wandering eyes.

Mistake #3: You’ve taken an adjective overdose

Adjectives help us to explain what our products look like (appearance), what they do (features), and how they make our buyers feel (benefits). In moderation adjectives are useful, but an overdose gives your reader a headache because it makes your content hard to read. An example:

This relaxed, romantic collection of beautiful cookware has a unique look, up-to-date yet completely classic with a result that’s perfect for your kitchen.

The problem with so many adjectives is that it slows your reader down and confuses them. What about simply saying:

This romantic cookware collection suits most kitchen styles.

When using adjectives, follow these essential best practices:

  • Use only one adjective before a noun. Rather than relaxed, romantic collection, go for romantic collection.
  • Don’t use adjectives to state the obvious. Don’t simply describe what a product looks like if you’re showing it on a picture.
  • Choose sensory or emotional words. They make your reader feel something. Words like nice, good, or effective are rather bland. Opt for delightful, dazzling, or tantalizing instead.

Too many adjectives make your copy slurred and incomprehensible, but in moderation adjectives make your copy compelling and magnetic.

Mistake #4: Over-reliance on factual information

When potential buyers read stories, they forget they’re being sold something. Their barriers to your sales messages go down and your content becomes more engaging and persuasive.

People don’t think in abstract terms and facts. Our brains are wired to think in stories. Stories make your content meaningful as they help your readers visualize using your product.

“Facts give stories substance. Stories give facts meaning.” —Lee Lefever

A story can be ultra-short. Imagine you’re selling an office chair with lumbar support. You can tell a simple story about a customer who tries different chairs and continues to suffer from back pain. Meet Sarah. Sarah finds it hard to concentrate on her work. She paces around during meetings. She’s grumpy.

Then one day Sarah buys your chair and after just 1 month her back pain is finally gone. Her colleagues notice she’s more cheerful at work. Her boss remarks she’s more productive. And when she gets home, she’s not as tired and cranky as she used to be. Even her dog notices it.

A simple story can help potential buyers visualize the benefits of your products—especially if they’re complicated; but stories also add personality. You can tell stories about the development, testing, or sourcing of your products to make your products more fascinating or to increase the perception of quality.

Follow these tips to apply the seductive power of mini-stories:

  • Learn from investigative journalists. Dig deeper to uncover fascinating details. Talk to your suppliers and customer service representatives. More importantly, talk to your customers. The more you learn the more stories you have to tell.
  • Keep your stories concise and concrete. Focus your story on just one simple idea.
  • Avoid the obvious. Tell unexpected stories to engage, entertain, and sell.

We’ve all been educated to focus on data, figures, and facts. Facts increase the credibility of your product description, but facts on their own don’t make your content persuasive. Facts are cold. Facts don’t have soul or personality.

The most persuasive product descriptions include both story and fact. Stories engage your reader, while facts help justify their purchase.

Mistake #5: A complete lack of personality

Many big-box ecommerce sites sound like what they are: big corporations without a soul. They don’t connect, they don’t engage, they hardly sell the value of the products they offer. They simply provide bread, butter, beer, and toothpaste.

But nobody likes chatting with a faceless corporation. Nobody likes ringing a soulless call center. So why create text that sounds like a dull corporation?

To connect with your readers, you need a dash of personality on your ecommerce site. Think about your tone of voice—if your website was a real salesperson talking to a customer, how would you like her to sound? What stories would she tell? What jokes would she crack? Which words would she choose?

“Copy is a direct conversation with the customer.”
—Shirley Polykoff

Before you define your tone of voice, consider who you are writing for. Try to visualize one buyer and consider how you’d talk to her in real life. Don’t sound like a big corporation. Be human. Because that’s how you engage potential buyers.

Mistake #6: You edit in less than 5 minutes

Professional copywriters can’t write in one go. They plan. They write. They edit. Unless you’re superhuman you need to carefully edit your content.

Imagine you’re talking with your favorite customer. Now, read your copy aloud. Is your favorite customer laughing at your bombastic phrases? Does she start to glance at her phone because you’re boring her?

Re-write and polish your text until you’re able to persuade your favorite customer to buy your product:

  • What objections does your favorite customer have to buying your product? Have you addressed each objection?
  • Price can often be an issue, so be sure to justify your price by explaining how much value your customer will get.
  • Check your engagement level. Is your content focused on your customer? Count the number of times you’ve used “I”, “me”, “we”, and “us” versus “you.”
  • Ensure you’ve included a benefit for each feature.
  • Cut unnecessary words. Reduce the number of adjectives. Kill adverbs like “just,” “really,” and “actually” because they don’t add meaning.
  • Read your text backwards as this makes it easier to spot spelling and grammar errors. Even better: ask a colleague or professional to proofread your text for you.

Whether or not you’re a good writer doesn’t matter. What matters is that you’re a good editor and that you understand the differences between crappy, good, and great copy. Once you know what makes copy good, you can get to work to improve yours over time.

The truth about ecommerce copywriting

Many big ecommerce sites treat their web visitors like numbers. You have a huge opportunity to be different. To be human. To have personality. To engage and delight potential buyers.

Your starting point should always be your ideal customer. Sell the benefits he enjoys. Always remember who you’re writing for. And don’t speak at him. Instead, try having a conversation. Give advice. Be helpful and engaging. Customers will reward you for it.

How to Build Your Own Brand From Scratch in 7 Steps

How to Build Your Own Brand From Scratch in 7 Steps

Building a brand from the ground up that stands out is no easy task.

“What should it look like?”

“How should it make people feel?”

“Will it resonate with my target audience?”

These are questions that inevitably come up when you start thinking about how to connect the dots between what you’re selling and who you’re trying to reach.

Whether you’ve got nothing but a business idea or want to pivot your existing brand, here’s everything you need to know about building a strong identity for your business.

What Exactly Is a “Brand”?

A brand isn’t just a recognizable name and logo that distinguishes you in a crowded market.

Your brand is how people perceive you wherever they interact with your business—both the impressions you can control and the ones you can’t.

When you think about it, people have brands too. We each have a name, a face, a style, a way of communicating, different impressions we make on different people, and what they say about us when we’re not in the room.

Likewise, businesses have names, products, logos, colors, fonts, a language, and reputations to manage that make up who they are and affect how they’re perceived.

You can’t build a brand without being consistent and maintaining that consistency as you extend your brand to every part of your business. But it all starts with establishing what that consistency is going to look like and the feeling you want it to evoke.

How to Build a Brand

Building your own brand essentially boils down to 7 steps:

  1. Research your target audience and your competitors.
  2. Pick your focus and personality.
  3. Choose your business name.
  4. Write your slogan.
  5. Choose the look of your brand (colors and font)
  6. Design your logo.
  7. Apply your branding across your business and evolve it as you grow.

While you might revisit some steps as you pivot your brand, it’s important that you consider each aspect as you shape your brand identity.

Let’s start with laying the groundwork to inform the way you go about building your brand.

1. Figure Out Your Place in the Market

Before you start making any decisions about your brand, you need to understand the current market: who your potential customers and current competitors are.

There are many ways to do this:

  • Google your product or service category and analyze direct and indirect competitors that come up.
  • Check subreddits that relate to your customers and eavesdrop on their conversations and product recommendations.
  • Talk to people who are part of your target market and ask them what brands they buy from in your space.
  • Look at the relevant social media accounts or pages your target audience follows and are receptive to.
  • Go shopping online or offline and get a feel for how your customers would browse and buy products.

As you go about your research, make a note of:

  1. Who your “lowest hanging fruit” customers are—the ones you could most easily sell to.
  2. Who your top of mind competitors are—the brands that are established and known in the market.
  3. How your customers speak and what they talk about—the interests they have and the language they express them in.

It’s important to have a handle on this before moving forward as it will inform what your brand should focus on and how it can position itself apart from competitors.

2. Define Your Brand’s Focus and Personality

Your brand can’t be everything to everyone, especially at the start.

It’s important to find your focus and let that inform all the other parts of your brand as you build it.

Here are some questions and branding exercises to get you thinking about the focus and tone of your brand.

What’s your positioning statement?

A positioning statement is one or two lines that stake your claim in the market. This isn’t necessarily something you put on your website or business card—it’s just to help you answer the right questions about your brand.

Your positioning statement should go something like…

We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].

Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].

e.g. We offer water bottles for hikers to stay hydrated while reducing their carbon footprint. Unlike other water bottle brands, we plant a tree for every bottle you buy.

Your unique selling proposition is the one thing you’re competing on. Find it, go in on it, and make it a part of your brand’s messaging.

Alternatively, if the company you want to start has a cause at its core (e.g. if you’re starting a social enterprise), you can also write this out as a mission statement that makes a clear promise to your customers or to the world.

What words would you associate with your brand?

One way to look at your brand is as if it was a person. What would he or she be like? What kind personality would your customers be attracted to?

This will help inform your voice on social media and the tone of all your creative, both visual and written.

A fun and useful branding exercise is to pitch 3-5 adjectives that describe the type of brand that might resonate with your audience. I compiled this list of traits to help you get started.

how to build a brand personality

What metaphors or concepts describe your brand?

Thinking about your brand as a metaphor or personifying it can help you identify the individual qualities you want it to have.

This can be a vehicle, an animal, a celebrity, a sports team, anything—as long as it has a prominent reputation in your mind that summons the sort of vibe you want your brand to give off.

For example, if I wanted to create a brand targeting entrepreneurs I might choose to use the raccoon as a starting point: They’re scrappy survivors that will do anything to thrive.

If your brand was an animal, what animal would it by and why is it like that animal to you?

3. Choose a Business Name

“A rose by any other name would still smell as sweet. But Nike by another name would be seen on fewer feet.”

Shakespeare (sort of)

What’s in a name? Depending on the kind of business you want to start, you can make the case that your name matters very little or it matters a lot.

As we’ve said before, a brand is so more than a name. The personality, actions, and reputation of your brand are really what give the name meaning in the market.

But as a business owner, your company’s name is probably one of the first big commitments you have to make. It’ll impact your logo, your domain, your marketing, and trademark registration if you decide to go that route (it’s harder to trademark generic brand names that literally describe what you sell).

Ideally, you want a business name that’s hard to imitate and even harder to confuse with existing players in the market. If you have any plans to expand the product lines you offer down the road, consider keeping your business name broad so that it’s easier to pivot than if you chose a brand name based on your product name.

  • Make up a word like Pepsi.
  • Reframe an unrelated word like Apple for computers.
  • Use a suggestive word or metaphor like Buffer.
  • Describe it literally (caution: easy to imitate) like The Shoe Company
  • Alter a word by removing letters, adding letters or using latin endings like Tumblr (Tumbler) or Activia.
  • Use the initials of a longer name like HBO (Home Box Office)
  • Combine two words: Pinterest (pin interest) or Facebook (Face + Book)
  • Turn a string of words into an acronym: BMW (Bayerische Motoren Werke)

Since your brand name will also affect the domain/URL of your website, be sure to shop around to see what’s available before you decide.

It’s also a good idea to run your name by a focus group of close people, if for no other reason than to make sure it doesn’t have an unintended meaning or is too similar to something else that you might’ve missed.

4. Pick Your Brand’s Colors and Fonts

Once you’ve got a name down, you’ll need to think about how you’ll visually represent your brand, namely your colors and typography. This will come in handy when you start to build your website.

Choosing Your Colors

Colors don’t just define the look of your brand; they also convey the feeling you want to communicate and help you make it consistent across your entire brand.  You’ll want to choose colors that differentiate you from direct competitors to avoid confusing consumers.

Color psychology isn’t an exact science, but it does help to inform the choices you make, especially when it comes to the color you choose for your logo.

This infographic offers a nice overview of the emotions and associations that different colors generally evoke.

how to choose brand colors

via The Logo Company

t’s important to consider how legible white and black text will be over your colour palette, and how colored text might look over white and black backgrounds. Try using a tool like Coolors to brainstorm colors that work together, grab the hex codes to keep handy, and sift through different shades to find the ones you like.

Choosing Your Fonts

At this point, it’s also good to look at fonts you might want to use on your website.

Pick two fonts at most to avoid unnecessarily confusing visitors: one for headings and one for body text (this doesn’t include the font you might use in your logo).

You can use Font Pair to browse from a wide selection of fonts that go well together and download them if necessary.

how to build a brand

For inspiration, use Stylify.me on your favorite websites to see their visual style at a glance.

5. Write a Slogan

A catchy slogan is a very-nice-to-have asset—something brief and descriptive that you can put in your Twitter bio, website headline, business card, and anywhere else where you’ve got very few words to make a big impact.

Keep in mind that you can always change your slogan as you find new angles for marketing—Pepsi has gone through over 30 slogans in the past few decades.

A good slogan is short, catchy, and makes a strong impression. Here are some ways to approach writing a slogan of your own:

  • Stake your claim: Death Wish Coffee—”The World’s Strongest Coffee”
  • Make it a Metaphor: Redbull—Redbull gives you wings.”
  • Adopt your customers’ attitude: Nike—”Just do it.”
  • Leverage labels: Cards Against Humanity—”A party game for horrible people”.
  • Write a rhyme: Folgers Coffee: “The best part of wakin’ up is Folgers in your cup.”
  • Describe it literally: Aritzia—”Women’s fashion boutique”

 

6. Design Your Logo

A logo is probably one of the first things that come to mind when you think about building a brand. And for good reason. It’s the face of your company after all, and could potentially be everywhere that your brand exists.

Ideally, you’ll want a logo that’s unique, identifiable, and that’s scalable to work at all sizes (which is often overlooked).

Consider all the places where your brand’s logo needs to exist, from your website to your Facebook Page’s profile picture to even the little “favicons” you see in your current browser tab.

If you have a text logo as your Instagram avatar, for example, it’ll be almost impossible to read. To make your life easier, get a square version of your logo that has an icon element that remains recognizable even at smaller sizes.

Notice how the Walmart logo has both the “sparks” icon and the wordmark, which can be used separately. how to create a brand logo

The following are some of the different logo types you can choose to help you communicate with designers and find a style that makes sense for your brand. Keep the colors and fonts you chose in mind to make sure they work together with your logo to convey your brand.

Abstract: Google Chrome

google chrome logo

An abstract logo has no explicit meaning. It’s just a shape and colors that you can’t easily tie back to anything in the real world.

The benefit of an abstract logo is that it has no innate meaning—you can make this up yourself and bring it to life in your customers’ minds.

Mascot: Wendy’s

wendy's brand logo

Mascot logos are often represented by the face of a character. They may humanize your brand, but be aware that they are an antiquated style now and only recommended in certain contexts (e.g. you’re deliberately going for a retro look).

Emblem: Starbucks

starbucks brand logo

Emblem logos are often circular and combine text with an emblem for a bold and regal look. If the design is too complicated, however, they can lose their impact when you shrink them down. But done right, they can make for a memorable style of logo.

Lettermark: IBM

ibm brand logo

Lettermark logos turn the initials of your full business name into a logo. If you chose a business name with 3 or more words, this might be a style you’d want to consider, especially if the initialism is catchy.

Icon: Twitter

twitter brand logo

An icon logo is your brand represented as a visual metaphor. Unlike an abstract logo, an icon logo suggests something about the product (Twitter’s bird is suggestive of the frequent short “tweets” on the platform).

As an unestablished brand, you should stay away from using an icon logo by itself. However, if you’re not sure about the kind of logo you want, pairing an icon logo with a wordmark is usually a safe bet.

Wordmark: Facebook

facebook brand logo

Wordmark logos turn your brand name, colors, and font into a visual identity. The problem with wordmarks is that they’re often hard to create in a scalable square design and easily lose their legibility when shrunk.

However, you can fix this problem by simply getting an accompanying icon logo or turning the first letter of the wordmark into a separate-but-connected logo, like what Facebook does with the F.

Combination: McDonald’s

mcdonald's brand logo

Because of the limitations that exist for each logo type, many logos are a combination of styles.

As a new business, and you don’t need to choose an icon over a wordmark when you can get the best of both. This make it easier to satisfy the condition of creating a scalable logo while still putting your brand name front and center. McDonalds, for example, can use their iconic golden arches wherever the full wordmark doesn’t fit.

Unless you’ve got design chops of your own, you’ll probably be delegating the creation of your logo. You can outsource it for a low cost on Fiverr or run a logo contest on 99Designs.

Check out Seek Logo for even more logo inspiration.

7. Extend and Evolve Your Brand as You Grow

Building a brand doesn’t stop with creating a logo or slogan. You brand needs to exist and remain consistent wherever your customers interact with you, from the theme you choose for your website to the marketing you do to customer service to the way you package and ship your products.

You’ll continue to shape and evolve your brand as you expose more customers to it and learn more about who they are and how to speak to them.

It’s important to appreciate that you will never have 100% control over how people perceive your brand.

You can tug customers in the right direction, make a great first impression, and manage your reputation, but you can’t control the individual perceptions that exist in each person’s mind (say, if they had a bad customer service experience).

All you can do is put your best foot forward at every turn and try to resonate with your core audience. But hopefully, at this point, you have the tools, knowledge, and resources to start.

How to Stop Customer Complaints Before They Happen

No one wants to hear bad news. Especially if it’s a customer complaint.

But what if you could stop customer complaints before they happen? No, we’re not suggesting you break out the Ouija board and crystal ball just yet. All it actually takes is a little empathy and foresight.

We’ve put together a collection of the most common sources of customer complaints (and how to fix them) to help you create a better shopping experience for your customers before they have the chance to get frustrated.

As a bonus, we’ve also included three email templates that you can use to handle complaints if things do end up going sideways.

Complaints can be a useful tool for discovering where your business needs to improve, but it’s much better to be able to get that insight without upsetting a customer at the same time.

Let’s get into it.

Why Do Customers Complain?

Customers complain when they feel frustrated.

That doesn’t mean that customers only complain when they can’t do something. Frustration happens any time the results of an action don’t match the expectation—when you do something and it doesn’t turn out how you thought it would.

These frustrating moments can occur at any point in your customer’s shopping experience. For instance, maybe their order never arrives or your product pages are a complete mess. Potentially frustrating scenarios are everywhere.

You need to anticipate and eliminate these opportunities for frustration so that your customers can discover, purchase, and enjoy your products without hitting any roadblocks (and without sending you a complaint about their less-than-stellar experience).

The Most Common Sources of Frustration for Customers

While complaints can take many forms, there are a few key things that can leave customers dissatisfied if they aren’t handled properly. If you can master these critical issues, your business will start getting fewer complaints and more happy customers instead.

Keeping your customers happy is all about managing expectations. Most customer complaints are caused by a disconnect between expectation and reality, so you need be able to more accurately align your customers’ expectations with likely outcomes.

Let’s take a look at some of the most common causes of complaints and how your business can get on top of them before they turn your customers away.

Shipping and Inventory Issues

“Where’s my order?”

If you’ve gotten that question before, then you definitely understand the importance of being able to deliver your products safely and on time.

Your customers put a lot of trust in you to get them their orders and if they feel uncertain about when their package is going to show up (or if it’s going to show up at all), the complaints will start rolling in.

To keep your customers in the loop, offer order tracking whenever possible. If your customers can keep an eye on the progress of their order in real time, they’ll have a more clear understanding of when their order should arrive and you’ll be able to reduce the potential for complaints based on shipping delays or uncertainty.

For Shopify store owners, giving customers the option to track their order is as easy as dropping in the tracking number when fulfilling an order or adding an Order Status page to your store.

shopify order tracking

If you ship your products through USPS, you can also give your customers live updates on their package’s journey with a map that appears on your Order Status page.

If you use other shipping methods to deliver your products, Tracktor is a handy app supported by hundreds of carriers worldwide that add full delivery updates and a real-time map to your Order Status page.

Out of stock products can be another major headache for potential customers. To prevent this from happening, you can use an app like Out of Stock Notifications for your Shopify store to give your customers the option to be notified when a product is back in stock.

Alternatively, apps like Visibility Manager and Wipeout can help you out by automatically hiding your products once they sell out, so customers won’t feel frustrated when they aren’t able to make their purchases.

Inaccurate Product Photos and Descriptions

“It’s not the right size.”

Try to see things from your customers’ perspectives: What would you want to know before ordering something online?

There’s nothing worse than placing an order, waiting 5-7 business days for it to show up, and then realizing it doesn’t fit properly.

When products don’t look, feel, or fit the way your customers imagined that they would, it’s easy to understand their disappointment. Every e-commerce business needs to do its best to give a clear and honest understanding of what its products will actually be like in real life so that customers know exactly what they’re ordering.

Writing product descriptions with important details like dimensions, materials, and sizing charts is a great way to accurately describe your products and give your customers a reasonable idea of what they should expect when placing an order.

home is toronto peace collective

Peace Collective, a Toronto-based apparel company, has product descriptions that are concise enough to be digested at a glance, but still feature all of the relevant details. They’ve even included the model’s measurements as well as a detailed sizing chart.

peace collective size chart

Don’t be afraid to be as transparent as possible. For instance, if a product runs small or large, be up front about it. Your customers will appreciate it and your honesty will help build trust with your audience.

Inaccurate product photography can also be a source of frustration for your customers. Ordering a product and realizing that the texture or color is completely different once you take it out of the box is a terrible feeling and can lead to complaints, returns, and customers that never come back.

To help your customers decide if your products are right for them, it’s also important to enable reviews and integrate social media feeds into your product pages.

Not only will this approach give hesitant customers the extra push they need to place an order, but it will also give them an inside look at what real people think about your products. Product reviews and Instagram photos will set your customers’ expectations at a realistic level and make sure that they’re satisfied with their orders.

Adding customer reviews to your product pages is simple with Shopify apps like Product Reviews and Yotpo.

like2haveit bando

For social media integration, try using Like2Have.it, a Shopify app that drops a shoppable Instagram widget onto your website (like the one ban.do is using above).

Website Responsiveness and Usability

“Your website sucks.”

Try to imagine your website as a real-life storefront: Can your customers easily find you? Is your store a complete mess? Is it difficult for your customers to actually purchase your products?

Keeping your website clean, organized, and easy to navigate is just as important as having a neat and tidy brick-and-mortar shop.

To avoid annoying your customers, you need to put a mobile responsive website at the heart of your eCommerce strategy. Nearly ⅓ of smartphone users will immediately navigate away from a website if it takes too long to load or they can’t find what they’re looking for right away.

That’s huge, especially since more than half of all Google searches are now happening on smartphones and tablets rather than mobile. However, if you own a Shopify store, you’ll be good to go since every Shopify theme is already fully mobile responsive.

Load times, in particular, take a toll on your customers’ patience. According to Google, 40% of customers will abandon a website if it takes longer than three seconds to load. Wondering how your website stacks up? Try running it through Google’s PageSpeed Insights.

If your store has a physical location, you should also think about how easy it is for your customers to find your contact details.

When customers visit a brick-and-mortar store’s website, they’re looking for address and location information above anything else. And half the time, those local searches actually result in customers showing up to the business’ physical storefront within 24 hours.

Here’s a quick checklist with the details that every business needs to have on their “Contact Us” page to avoid frustrating customers who are trying to get in touch:

 

  • Hours of operation
  • Address and location for brick-and-mortar stores
  • Phone number
  • Email address
  • Social media links

 

3 Templates for Dealing with Customer Complaints

Despite your best efforts, you may still get customer complaints from time to time.

It’s important to not let these complaints eat away at you. Instead, see them as a chance to make your store better. Try to look past the negative feedback and uncover the lesson at the core of the complaint.

Remember: If someone is complaining, it means they’re looking for a solution.

They aren’t trying to hurt you. They aren’t out to get you. They’re frustrated and they need help.

As a business owner, it might not be your fault, but it is your responsibility. You need to deal with these complaints and find a solution that works.

It isn’t always easy to come up with the right words, especially if you’re dealing with a particularly emotionally-charged message. But with the right templates, writing a response can be a lot less stressful.

It’s crucial that you don’t just copy and paste these templates verbatim. Customers can spot a canned response from a mile away. Instead, use them as a guide for crafting a helpful and unique email.

Here are three basic email templates that you can use as a jump-off point for responding to complaints.

1. The Proactive Response

If you notice something wrong with a customer’s order, you need to reach out to them to let them know that you’ve corrected it—even if they haven’t complained about it yet.

If you really want to let them know you care, include a discount code to make sure they come back again and that their faith in your store hasn’t been shaken by a minor misstep.

[CUSTOMER NAME],

Thank you for shopping with [YOUR BUSINESS]! Unfortunately, due to [CAUSE OF ERROR], your order was [ERROR WITH ORDER]. We’ve [CREDITED YOUR ACCOUNT/RESHIPPED YOUR ORDER/FIXED THE ISSUE] and you will still receive your order via your selected shipping method.

We sincerely apologize for any inconvenience and we are happy to offer you [DISCOUNT/PROMOTION] for your next purchase. Simply use this code at checkout: [DISCOUNT CODE].

If you have any questions or require additional assistance, please don’t hesitate to contact us at [YOUR PHONE NUMBER] or via email at [YOUR EMAIL ADDRESS].

Thank you,

[YOUR NAME]

2. The Yes Response

If a customer complains, you need to be able to resolve their issue quickly and competently.

According to American Express, 60% of customers always share their negative customer service experiences, meaning it sometimes only takes one instance of poor customer service to start a bad reputation for your brand. That’s a risk you can’t take.

Instead, you need to use empathy and a little creativity to come up with a solution that will satisfy your customer and keep them coming back.

Hi [CUSTOMER NAME],

Thank you for reaching out. I am so sorry to hear about your trouble with [ISSUE].

I’ve gone ahead and [SOLUTION] as an apology for any inconvenience you may have experienced. I know that [ISSUE] can be incredibly [FRUSTRATING/ANNOYING/EMOTION] and I do hope that you try ordering from [YOUR BUSINESS] again in the future.

Thank you for giving us a try and if there’s anything else that I can do for you, please let me know!

Best,

[YOUR NAME]

3. The No Response

In some scenarios, there might not be a solution for your customer’s problem.

Sometimes customers will have negative feedback about things like design or product updates that there will be no immediate solution for. However, these can be great opportunities for learning more about how customers use your products and how your business can grow in the future.

As long as you respond thoroughly and with compassion, your customer will know that their opinion has been heard and they may give your business another shot.

Hi [CUSTOMER NAME],

Thank you for reaching out. Sorry for the trouble! / I am so sorry to hear that. Would you mind telling me more about [SUGGESTION]?

At this time, we are unable to offer [SUGGESTION]. However, it does sound like a great idea and I have passed your feedback onto our team. I definitely understand how [FRUSTRATING/ANNOYING/EMOTION] it can be to deal with [ISSUE].

I really appreciate your input and I do hope you’ll give us another try. If there’s anything else I can do for you, please let me know.

Best,

[YOUR NAME]

Create a Better Shopping Experience for Your Customers

Customer complaints aren’t necessarily a bad thing, but a satisfied customer is much better than an upset one.

Now that you understand why your customers complain, it’s time to get out there and give them the best shopping experience possible. After all, your business is here to serve your customers, so their thoughts and opinions need to be at the core of your strategy.

Have any more questions about dealing with customer complaints? Let us know in the comments below!

While Supplies Last: How to Use Scarcity and Urgency to Increase Sales

The fear of missing out can have a powerful effect on shoppers. A split test done by WhichTestWon showed that when a countdown timer was placed on a product page, it converted nearly 9% better than a variation of the product page without a countdown timer.

Countdown timer split test

via WhichTestWon

Creating a sense of urgency among your website visitors can help make more people buy and less people “go home and think about it”.

There is potential for visitors on your website to procrastinate and try to delay their decision to buy. According to a study done by Centre De Recherche DMSP, consumers that were seen as high procrastinators had a 73% chance to not make a purchase decision immediately. Consumers that were determined to be low procrastinators still had a 26% chance. Introducing a product or time shortage, your customers will be less likely to delay their buying decision.

A study was done by DigitalCommons at the University of Nebraska in 2013monitored and surveyed 14 shoppers. Study participants shopped at various stores, with most stores using perceived scarcity strategies such as limited quantities and limited-time sales. The study found that the retail stores that had perceived scarcity produced psychological effects such as consumer competitiveness, the urgency to buy, in-store hiding, and in-store hoarding.

While your objective isn’t to turn your website visitors into rabid shoppers, you do want to encourage people to act immediately, and that’s where scarcity comes in. You can introduce perceived scarcity to your store by creating a product or time shortage.

I’m going to share the two kinds of scarcity you can create in your store and a few actionable examples you can use to create urgency.

Limited Time Sales and Offers

Creating a time restriction is one of the easiest and most effective ways of creating urgency and scarcity in your store. This is because customers don’t want to miss out on the opportunity to take advantage of an offer. For example, putting together an expiring sale or offer can force customers to make a decision faster than they might have without a time limitation.

As noted in DigitalCommons’ study, this plays into the theory of loss aversion, where most people prefer to avoid losses than acquiring gains. Time restrictions ramp up that psychological trigger.

Offer Flash Sales

Pet Pro Supply Co. has recurring flash sales on their website, offering very limited-time discounts on hand-selected products.

Pet Pro Flash Sale

via Pet Pro Supply Co.

Pet Pro Supply Co. also has a separate Flash Sale page which is prominently featured on their website. The product page is optimized for the flash sale by showing the sale price, and more importantly, the exact date and time the flash sale ends. This reminds the person browsing the product page that they need to act soon or miss out on the deal.

Include Product Page Countdown Timers

Instead of just showing the date that the sale ends, include a countdown timer on your product page, like MakersKit does for their items that are on sale:

MakersKit countdown timer

via MakersKit

This visualization helps increase the effectiveness of the time scarcity of this sale.

While sales under a time limitation work really well, they aren’t the only thing you can use to create urgency.

Create Timed Shipping Offers

Express shipping offers, or even free shipping offers, for customers that act quickly enough, is another great incentive. Fab&GO, a womenswear shop, offers next day shipping if customers act fast enough.

Free next day shipping

via Fab&GO

If a customer wants to get her shoes shipped by tomorrow, she needs to act within the next 5 hours.

Another idea is offering free shipping to the customers that act quickly enough. Kit Out My Office, a store selling office furniture, uses a countdown timer across the top of their website. Free shipping scarcity

via Kit Out My Office

This is a constant reminder to those browsing the website that if they want to take advantage of free and quick shipping, they need to order within the next 2 hours. This keeps customers from putting it off later, and more often than not, forgetting about it altogether.

You want the customer to purchase, ideally, the first time they come to your website. It’s very unlikely they will ever return, even if they are very interested in purchasing. According to MarketingSherpa, e-commerce companies reported only around 30% of their traffic was returning visits.

Limited Quantity

You can use stock shortages to your advantage. Instead of looking at limited quantities of your products as a limitation to the sales you can make, look at them as a way to show scarcity to your customers and increase the perceived value of your products.

Show Stock Quantity

The easiest way of doing this is to simply show the quantity of products in stock on the product page itself and bring attention to the quantity you have left. Tradlands, a shirt store for women, does this effectively by showing the quantity when choosing a shirt size on their website.

Limited stock available

via Tradlands

Tradlands also instills urgency in the way they describe their quantity. “Quick, only 1 left” is a far more effective way to describe how many shirts are left than “Stock: 1”.

Similarly, Retro City Sunglasses shows the remaining quantity on their product pages as well as on a page specifically for sunglasses that are “Almost Gone!”.

Limited stock

via Retro City Sunglasses

Sell Limited Quantities

Another way to create scarcity with limited quantities is to tell customers how many you have to sell instead of telling them what’s left. In most cases, using this strategy works best when selling a “limited edition” or “limited run” of a product, where you only manufacture and sell a specific quantity.

For example, Mindzai sells limited editions of some of their toys.

Mindzai limited edition

via Mindzai

In this case, we see Mindzai is only going to create and sell 100 units, not only making this particular item special to own for collectors but also create scarcity.

Create Urgency in Your Copy

You don’t only have to show the quantity or sell a limited amount of a product to create scarcity. The language you use on your website, marketing materials and emails can create a lot of urgencies as well.

Just look at this email I received from Mizzen+Main the other day.

Limited quantity scarcity

via Mizzen+Main

Take note of the way that Mizzen+Main describe their new shirts. Instead of simply saying “hey, new shirts are on our store, check them out,” Mizzen+Main makes me want to head over to their store immediately by letting me know that “they’re going quick!”.

They also justify their scarcity claim with “Our last product launch resulted in our fastest sellout ever. Get them quick!” at the end of their email.

As I mentioned earlier, the way you describe your product or phrase you call to actions can create perceived scarcity as well. For example, across the top of JerkySpot is a call to action to “Order Now” but it also makes note that “Supply is Limited”.

Create Urgency in Your Copy

via JerkySpot

Letting your customers know that your product can sell out at anytime helps create a sense of fear and urgency. Customers don’t want to regret not taking action when they could have, and using the right copy on your website can remind them of that.

Use Scarcity Responsibly

Finally, it’s worth noting that with great power, comes great responsibility.

With the right product and customer, scarcity can work really well. However, creating false scarcity or trying to trick people is not the best way to go about this practice.

Obviously manufactured scarcity can turn off customers and hurt your brand.

The scarcity you create needs to be based on something. Why are you only selling those shirts for a limited time? Why is this a limited-run product? You can’t just throw a countdown timer onto a product page and expect it to sell more. The countdown timer should show an expiring sale or an offer (such as next day shipping).

At the same time, scarcity is not always a remedy for poor sales. There needs to be some demand for your products in the first place for this all to be really useful. Much like when Apple launches a new phone or tablet, the demand for their products is already there. The limited amount of Apple products at launch simply intensifies the demand and desirability.

Lastly, don’t over do it. You don’t want to come across as if you’re pressuring your customers. The primary function of perceived scarcity in your business is to encourage procrastinators to make a decision, not to force people to buy things they don’t want. A consequence of creating scarcity, when used improperly, is that it can create buyer’s remorse.

If customers make a purchase they were pressured into, it can cause them to regret their purchase, want a refund, and feel differently about your business.

Your Turn

If scarcity makes sense for your store, consider applying one example to your business. Even a small change, such as how you describe the quantity left for a product, can have a big change on conversions. If you have any questions on how to create perceived scarcity and urgency, or you’d like to share how it’s worked for you, feel free to comment below. I engage and respond to everyone.

How a One-Woman Juice Bar Became an International Brand

Ruth Tal, against her parents wishes, quit high school to work full-time at her then part time retail job. “Tell me I can’t, and I’ll just want to do it even more,” she says.

She spent two years working for independent fashion retailers who became ersatz mentors, teaching her more about small business than she says she ever would have learned in school. Several years later, she would repeat her decision, opting out of University at the last minute, using her student loan to start a business.

That business is Fresh, a vegetarian restaurant empire with multiple locations in Ruth’s native Toronto, three locations in Moscow, and one in Mexico City. Fresh expanded its reach with a series of namesake cookbooks, gift cards, and cold-pressed juice cleanses, sold through a complementary ecommerce store.

And it all started with one simple glass of carrot juice.

fresh ruth tal

Let’s rewind 27 years. Ruth was returning from a seven-year traveling stint, working her way through places like Israel, East Asia, and Australia while picking up skills and experiences. Back in Canada, she happened upon a small shop that was selling pressed carrot juice—her first exposure to vegetable juicing.

While waiting for the juice to be pressed, she was introduced to a community of health-minded people. The shop, ahead of the juicing trend, also stocked books on the medicinal benefits of juicing and plant-based diets. Fresh Fruit and Vegetable Juices by Norman Walker and other books like it changed her perception on food. It also gave her a cause.

“Reading these books, understanding what was happening in the meat industry and where food was coming from, it was really hard to look at food the same. So, I pretty much became vegan overnight. I got a little juicer and started making these radical combinations at home. I was feeling so amazing. Everybody was like, ‘You look so good. Why are you glowing?’”

I pretty much became vegan overnight. I got a little juicer and started making these radical combinations at home.

Committed to her vegan lifestyle, Ruth set out to share her new knowledge and sense of wellness with the world. It was 1990 and she knew that, at the time, the concepts were “out there”. Juicing was not mainstream, and even organic farming was met with skepticism, reserved for the hippies and the radicals.

“I wanted to inspire people. I wanted them to change how they were eating, and how they were approaching their choices. Also, I think, deep down, I was looking for a cause. I was looking for something to champion, and, in the 90s, there really wasn’t that much to fight for.”

Though she had eventually finished her high school diploma and was accepted to a university Political Science program that year, she couldn’t ignore the pull towards entrepreneurship—a life path that she had been unknowingly cultivating since her first retail job.

With $10,000 earmarked for tuition and books, she bought two industrial juicers. Juice for Life, as it was called at its outset, was a one-woman outfit, a traveling juice bar that would pop up at music festivals, markets, and health conferences.

“I had applied for an OSAP student loan—it was about $10,000. By then, I had a sense that I could keep going in the direction I was going, and just continue to grow. So I didn’t go to school, and I used my loan money to start Juice for Life. OSAP caught up with me a year later. They were like, ‘Hey, where’s our money?’ I cut a deal with them. I paid them back, like, $100 a week. And that was how I started my business.”

I didn’t go to school, and I used my loan money to start Juice for Life.

In 1992, the business took the leap from mobile to stationary, with a permanent stall set up in the trendy and bustling Queen West Market. Within very little time, she realized she was already outgrowing the space.

“I had two or three people working with me. I was working 80 hours a week. And I knew I was onto something. I just worked my ass off. I built a following, and I grew incrementally. I didn’t get ahead of myself. Every time I maxed out the location I was in, and I had people lined up at the door, I made my next move, and I would grow into a larger space. I would make the menu a little bit bigger, and I would develop more categories.”

I didn’t get ahead of myself. Every time I maxed out the location I was in, and I had people lined up at the door, I made my next move.

Fresh Partnerships

At this point in her journey, she realized two things: first, that her dreams of opening a full-scale restaurant were actually attainable, and secondly, she was in over her head. Thankfully, the realization coincided with an introduction to a friend of a friend, accountant Barry Alper, who would soon become her partner.

She opened her first full-service restaurant in Toronto’s Annex neighborhood, and enlisted Barry as a business advisor and he helped with managing her books, and wrangling payroll, and food costs.

“I’d been doing my own books, but they were a mess. I was trying to keep it together, but I started to realize I was in the weeds. And the only way to have a healthy and successful business is to have a strong organized back of the house. A strong, organized office. I recognized that having someone who could give me feedback and be the backbone of the business, that would be the key to my longevity.”

The only way to have a healthy and successful business is to have a strong organized back of house.

Barry helped her write a business plan as she was preparing to seek to fund. Ruth offered him a chunk of the business in exchange for being her partner. She figured that it was a risk to ask him to bank on her, but she was also reluctant to bring someone else into the business who might question her decisions. But the two developed a partnership, still going strong 20 years later.

“My industry was so early days that it was hard to explain to a mainstream person why I was making certain choices. I’d had so much resistance from everyone around me. A lot of people laughed. It took a little bit of time for me and Barry to learn how to be good partners to each other. We started off with baby steps, and then, as the business grew and as our confidence in each other grew, it’s become an amazing partnership. It’s probably the best thing I ever did.”

It’s become an amazing partnership. It’s probably the best thing I ever did.

Together, they opened the brand’s second location.

Shortly after the expansion, the business suffered a blow: two women who were running the kitchen at the original location quit and stole the recipe book. A recently-hired Jennifer Houston stepped in to take over and soon became indispensable to the restaurant.

“When I wrote my first cookbook, Jennifer helped me test the recipes, and we ended up striking this great friendship and mutual respect. Eventually, Barry and I invited her to be a third partner, as well. We didn’t ask her to invest anything because we felt like just having her sign on to be a co-owner was good enough for us.”

Jennifer completed the trifecta, and the strength of the partnership guided the business to expand to new locations, publish several cookbooks, and launch a line of cold-pressed juices.

They focused on people and retention, building a strong team that has grown up with the business. “That’s why I’m sitting in LA right now, on my porch,” she says, “and the business is running without me.”

What’s the secret to getting to this place? Sticking with it, she tells me, because success doesn’t happen overnight.

“I have no regrets. I don’t look back and wish I had done anything differently because I wouldn’t be here today. Everything that I did along the way, even the mistakes that I made, brought me to where I am today. Even in the face of doubt, even in the face of resistance from people around you, if you really believe in what you’re doing, and you have a passion for it, it’s really about sticking with it and seeing it through. To build the business that I have takes time.”

Everything that I did along the way, even the mistakes that I made, brought me to where I am today.

Vegans in a Dangerous Time

When Ruth launched a business in the 90s, it was ahead of its time, and timing ended up being a huge factor in her success. She was a pioneer in the vegetarian scene. Ramping into the millennium, plant-based diets started to catch on, and inspire a rash of new vegetarian, vegan, and juice businesses trying to catch up with the trend.

Before the surge of interest, growing her business and winning over new customers relied on a soft approach.

“The trick was, as Barry always used to say, ‘Just get it in their mouths, and then we have a customer for life.’ The approach that we had, apart from having the confidence in the food or juice that we created, was the environment. We really focused on upping our game and leveling the playing field between us and all the other great restaurants by offering service, presentation, music, and seating that was just as great as all the other restaurants in the city.”

The trick was, as Barry always used to say, ‘Just get it in their mouths.’

The team’s strategy was to build an environment that was a sanctuary for then-under-serviced vegans, but also welcoming to anyone else.

“Ultimately, they’re like, ‘Wow. That was so awesome.’ It’s an afterthought that it was plant-based. At that time, that was really important so they wouldn’t feel like they were being preached to.”

Cold Pressed Dot Com

When Fresh launched their line of cold-pressed juices, it was the first time that they were producing a product that could be sold easily offsite. Fresh ingredients and preservative-free recipes made for limited portability of their core product.

The partners moved from another platform to Shopify in 2016 to have more independence over managing their e-commerce juice sales. They added cookbooks, t-shirts, gift cards, and cleanse programs to their roster of juices sold outside of the traditional restaurant model, says Barry.

“We have a wholesale operation and we wanted customers at those locations to be able to order products from our restaurants. The website allows us to expand our reach and provide an in-home experience for our customers that is similar to our in-store experience.”

Returning to her Roots

Ruth may have disappointed her parents with what they perceived as questionable life decisions as a teen, but, she says, they eventually came around.

“When I go get my mom to take her out for lunch, I try to go to different places, but she only wants Fresh because that’s the food that she likes the most. My dad used to always carry my cookbooks in his briefcase, and he used to give them away. He’d go to the dentist, he’d give them a copy. Go to the bank, give them a copy.”

My dad used to always carry my cookbooks in his briefcase, and he used to give them away.

Now, 8 locations later, and 27 years after her one-woman-with-a-juicer beginnings, Ruth has hit the sweet spot, that entrepreneurial idea: she’s hired the best people to take over many of the aspects of the business so that she can focus on what she does best. And for her, that thing is returning to her roots, bringing her lust for juice and plant-based food to the rest of the world.

“I’ve really been the one to go out in the world and bring fresh to other cities. We opened in Mexico City last summer. We opened in Moscow, five years ago. My new passion is bringing Fresh to other communities and cities that really haven’t been exposed to what we’re doing.”

 

Why You Need to Stop Worrying About Profit and Start Worrying About Cash Flow

Improving cash flow is a smart move for any business.

It doesn’t matter how great your business model is, how profitable you are, or how many investors you have lined up. You won’t survive if you can’t manage your company’s cash.

In fact, one study found that 82% of businesses fail due to poor cash flow management skills. If you’re looking for one area to focus on that will have a dramatic impact on your business, this is it.

Established businesses often have a buffer of extra cash to get them through shortfalls. Growing businesses often don’t because they are always reinvesting.

Years with the biggest growth—including the first few years—are also the most challenging when it comes to cash flow. This is one of the reasons it’s so hard to get a new business off the ground.

Getting good at managing cash flow is one of the best things you can do for your business. Not only that, it’s a skill you can carry over into other businesses, as well as your personal finances.

Note: We’ve put together a free template to help you manage your cash flow. Find it at the end of this blog post and keep reading to learn how to use it.

The Difference Between Cash Flow and Profitability

 

Cash flow is not the same as profitability. A profitable business can still be unable to pay its bills. Similarly, just because a business is meeting all of its financial obligations, doesn’t mean it’s profitable.

Profit is an accounting term, which really only exists on paper. Measuring profit is a very specific way of looking at a business. It doesn’t tell you a whole lot about how the business is getting by day-to-day.

Calculating Profit

Profit is typically calculated in two steps. The first is to take your total revenue and subtract the cost of the goods sold. The difference is your gross profit.

Revenue — Cost of Goods Sold = Gross Profit

For example, if you sold $100,000 in rocking chairs, and the chairs themselves cost you $50,000 wholesale, your gross profit would be $50,000.

Revenue:                    $100,000
Cost of Goods Sold   -$50,000
Gross Profit:                $50,000

Of course, you would probably have other expenses beyond buying the chairs. For example, you’d need a place to store the chairs, and you might want to run some ads to get more sales. These expenses are called operating expenses and they get subtracted from your gross profit.

Operating expenses include most costs that are not directly connected to what you’re selling. Things like rent, equipment, payroll, and marketing.

The second step of calculating profit it to subtract operating expenses from gross profit. The difference is net profit.

Revenue:                    $100,000
Cost of Goods Sold:  -$50,000
Gross Profit:                $50,000
Operating Expenses: -$35,000
Net Profit:                    $15,000

If your net profit is a positive number, you made money. If it’s a negative number, you lost money. This report as a whole is called the income statement or profit and loss (P&L).

 

 The Problem With Profit

The problem with income statements is that they don’t show your whole business. A few very important pieces of information are missing.

1. Debt Repayment

If you have any business loans or other startup capital to repay, it won’t show up here. Only the interest on those loans will be included on a P&L. Even though debt repayments can eat up a lot of cash.

2. Equipment Payments

Similarly, if you make a major equipment purchase, the entire cost will not show up here. Instead, that cost will get spread out over the lifetime of the equipment. If you spend $100,000 on a canning line and you think it will last you ten years, your income statement will show an expense of $10,000/year for ten years. Even if you had to pay all of it upfront.

3. Taxes

It’s also important to note that your net profit hasn’t been taxed yet. This means it’s going to shrink even more. Even if all of your profit is available in cash, you won’t be able to run out and spend it all in one place.

4. Cash Received

Finally, many businesses use accrual accounting, which records revenue even if you haven’t received the money yet. On paper, you might have $200,000 in sales but if nobody has paid you yet, you’re still going to have a hard time paying the bills.

Further, if you carry inventory, all that product has value and gets included on your income statement as well. Of course, in order to extract cash from your inventory, you need to sell it first.

You can start to imagine why profit has little bearing on cash flow.

 It’s All About Timing

Ultimately, cash flow comes down to timing. You may be profitable over the course of a month or year, but not a specific day or week. If your bills are due at the beginning of the month but you won’t have any money in the bank until the end of the month, you’ve got a cash flow problem. Even if at the end of the month, you made more than you spent.

Here’s the deal with profit. If you’re not profitable on paper, you’re in bad shape. You need to either increase your revenue or decrease your expenses if you want to stay in business.

But just because you’re profitable, doesn’t mean your business can run on autopilot. You still need to watch your cash—especially if you’re growing.

Benefits of Cash Flow Management

 

Although it may seem intimidating, there are clear benefits to prioritizing effective cash flow management.

1. Predict Shortfalls

The first and most obvious benefit to managing cash is knowing ahead of time when you’re going to have shortfalls. Don’t find out you can’t make rent after the check bounces. With a good system in place, you can predict shortfalls weeks, and sometimes even months ahead of time. This will give you time to come up with a plan. For example:

  • Call your landlord and ask them to cash your check a couple days later
  • Delay a shipment by a couple weeks to put off paying duty at customs
  • Run a promotion too quickly drive additional sales
  • Go on a collection to spree to clear up outstanding bills

2. Reduce Stress

Believe it or not, obsessing over cash flow will alleviate a lot of stress. Much of the anxiety entrepreneurs experience around paying bills comes from not knowing what’s going on, and worrying about whether or not it will work out.

It’s much better to know what’s coming, even if the outlook is not good. When you actually know where you stand, you’ll feel prepared. More importantly, you’ll be equipped to deal with it.

3. Know When to Grow

When you’re keeping an eye on cash flow, you know exactly how much money you have to spend on growth. Remember, just because your P&L tells you there’s extra money lying around, doesn’t mean it will materialize in real life.

Similarly, just because you have $20,000 in the bank, doesn’t mean you can spend it. You might need it to pay for upcoming expenses. When you look at your cash flow over the course of weeks and months, you’ll know how much have on hand to squirrel away or spend on growth.

4. Gain Leverage

Good cash flow management gives you leverage. If you need a line of credit from the bank to get you through a shortfall, or you want to get a supplier to give you a break for a couple weeks without interrupting service, a good cash flow system will back you up and establish trust.

Banks generally like to see this kind of planning, especially if you can clearly show when you’ll be able to repay the funds. Suppliers are much more likely to be flexible if you can tell them exactly how you’ll pay and when, rather than dropping off the face of the earth like most businesses do during tough periods. These people want your business and will be more willing to work with you through the ups and downs if they can trust you.

5. More Accurate

Cash flow is significantly more accurate than a budget. Budgets tell you what you want to happen. They’re wishful thinking and entrepreneurs are optimistic by nature. Cash flow projections tell you what is actually happening so you can deal with it—even if it’s not what you planned at the beginning of the year.

Most of us (myself included) would often rather not think about cash flow and just hope it works out. But it’s not worth the risk. You really will feel better staying on top of it.

How to Forecast and Manage Cash Flow

 

There are a number of paid tools out there to help you manage cash flow. Personally, I think the free one is the best one: Google Sheets. Anyone can use a Google spreadsheet to organize their cash. Although, it’s a manual process, it doesn’t take long to set up, and it’s easy to stay on top of.

More importantly, it’s easy to customize on the fly and adapt to your specific needs or situation. You can be as broad or specific as you want. And the time you spend creating and updating your spreadsheet is valuable for gaining a clearer picture of your situation.

The cash flow spreadsheet is basically an outline of where your cash is going. It shows you when cash will be coming in, and when it be going out. It’s a great way to quickly visualize and adjust.

Most businesses work best by planning week-to-week. However, some may need daily, others only need monthly. It’s also up to you if you want to include every single expense or just categories of expenses. These decisions will depend on the scale and complexity of your business.

Similarly, some businesses will be able to project their cash flow accurately for six months, others only two weeks. In general, try to project four to six weeks reasonably accurately. A good rule of thumb is that the farther you are into the future, the less accurate your predictions will be.

 Step 1 – Forecast Expenses

The first step is to lay out all your ongoing financial obligations. Start by making a list of all the things you have to pay, from rent, to salary, to advertisements, to software fees, to loan repayments. Anything that comes out of your bottom line. Write down what the expense is for, how much it is, and when it’s due. You’ll likely forget about a few things so go through your bank and credit card statements to see what else you come up with.

Step 2 – Forecast Revenue

Next, it’s time to forecast your weekly revenue. Many businesses experience fluctuations in sales so it can be a bit of an art. Try to be as accurate as possible. The more established your business becomes, the easier it will be.

Start by writing down any guaranteed revenue. If you sell subscriptions or have long-term contracts, you’ll have a good idea of what’s coming up. You can estimate if those numbers are going to go up, down, or stay the same.

If a large portion of your sales are from first-time customers, it will be more difficult to estimate. Still, you should have a good idea of what to expect over the coming weeks and months. The closer you can get to reality the better.

One thing that can really help with projections is to look at past data. In many cases, your sales from this week a year ago will be more accurate than your sales last week. This is because historical data takes annual cycles and seasonality into account. If you believe your sales will grow over last year’s, you can increase the amount, but it’s important to be conservative so you don’t end up in a sticky situation.

As you forecast revenue each week, be mindful any dips in sales due to holidays, the time of month or year, as well as any promotions or major deals that will impact your revenue.

Step 3 – Plug in Your Data

Now comes the fun part. It’s time to fill in your data. First, grab your free copy of the cash flow projection template. Use it customize a row for each expense and each revenue source. You can be as detailed or broad you need to be.

 

If you sell a bunch of products on one website, you may only have one source of revenue. If you use multiple channels such as web, retail, and trade shows, you might want to have a line for each because it will be easier to predict.

Make sure you add revenue to the week it will become available to you. Keep in mind, it may take a few days to end up in your bank account.

Similarly, fill in your expenses. Some will be weekly, some bi-weekly, some monthly, some variable. You’re also going to have a lot of miscellaneous expenses popping up. Use the row labeled “Other” to work these into the spreadsheet.

Add your opening bank balance for the first week. The following weeks will be predicted automatically based on your revenue and expense projections.

Step 4 – Update Your Spreadsheet

Your cash flow spreadsheet is a living document. If you keep it as a Google Sheet, it will be available anytime, anywhere. You’ll also be able to easily share it with someone else such as your accountant or another employee.

A good cash flow spreadsheet is updated on a regular basis. Once a week, log in and update your closing bank balance. If it doesn’t match up to what was previously calculated, it’s a good idea to figure out why. Sometimes expenses you forgot about pop up, or you realize you may have been too optimistic in your revenue projections.

Next, hide last week’s column. You won’t need it anymore since it’s in the past.

Finally, add a new week of projections in the last column. You always want to have a minimum of four to six weeks laid out so you can plan ahead.

Any time you’re projecting a shortfall, the closing bank balance will alert you by turning red. This will give you an opportunity to make some changes. In the template provided, you can see that a shortfall is predicted in the third week.

 

By knowing this ahead of time, this company could contact their product supplier and renegotiate their next payment. Instead of paying all $5,000 that week, they could ask to pay $3,000, and settle the remaining $2,000 the following week.

Free Business Cash Flow Projection Template

If you haven’t already, don’t forget to grab your free cash flow template. Simply click on the this link and you’ll be taken to the document in Google Drive. Click on “File” → “Make a copy…” to save your own editable version of the spreadsheet. You need to be logged into your Google account to make a copy.

 

Most companies simply can’t survive without good cash flow management. But anyone can do it. Take the time to get organized now and it’ll be easy to stay on top of it.

How do you track your cash? I’d love to hear about it in the comments!

The Business of DIY: 10 Things to Make and Sell Online

Salted fish and tobacco are traded for fur and feed grains. A block of raw wood is whittled into a toy horse and sold in a stall at a local artisan market. Watermelon seeds, sowed and tended, become full-fledged fruit before exchanging hands at a roadside stall.

Making things from scratch, cultivating them by hand, and carving out a living by selling and trading them—these are the incentive transactions of commerce in America.

Commerce has evolved in the past few hundred years, with the biggest changes coinciding with rail transport, the manufacturing boom, and the Internet. As far as we’ve come—think same day shipping and chat-based selling—the roots of commerce remain firmly planted.

Today, thousands of Shopify merchants still produce made-by-hand goods—some with traditional and primitive methods—selling them at craft shows, pop-up shops, and through their online stores worldwide. E-commerce gives makers more reach, and apps help keep their businesses running more efficiently, letting them focus on what they do best: their craft.

 

But maybe you’re not quite sure what to make and sell. Maybe you’re looking for a new hobby to busy your idle hands (and make a little cash on the side). Or maybe you’re not crafty at all.

10 Things to Make and Sell

We’ve compiled a list of things to make and sell, something to appeal to everyone from the advanced craftsperson to the creatively-challenged, from skilled trades to relatively hands-off ventures. Each idea will include a link to a comprehensive guide, as well as a Shopify store to inspire your own.

1. Bath Bombs and Soaps

A simple Google search returns pages of tutorials to teach you to make your own soaps, bath bombs, and other beauty products at home. They range from simple recipes for bath salts to more complicated formulations requiring emulsions and preservatives. This business idea has low creativity requirements—soaps and bath bombs can be made using commercial molds—but packaging and branding are important in beauty, so consider hiring design help.

💡 Tips:

  • Keep your inventory tight—fresher bath bombs have more fizz, and natural ingredients (like essential oils) in soap can expire.
  • Check with your local government to ensure that your production facility (even if it’s your own kitchen) meets health standards. In the US, for example, the FDA sets guidelines for ventilation, air control, and surfaces.

2. T-Shirts and Printed Merch

This is a maker business for the non-maker. Your original idea can be designed (this is where the “made” comes in) and printed onto various goods like t-shirts, mugs, tote bags, and dog bandanas, and shipped directly to your customers. It’s a hands-off business that has a very low barrier to entry.

💡 Tips:

  • T-shirts and printed merch can supplement an existing business. Gyms, musicians, and charities, for example, can sell branded swag to current audiences, and help to build the brand.
  • Not a designer? Use Fiverr, Creative Market, or Upwork to find talent to help you turn your ideas into designs for your t-shirt business.
  • Use a print and fulfillment app like Printful or Teelaunch. They integrate with your Shopify store, and automatically print, fulfill, and ship each order.

3. Jewellery

Jewellery is another business idea that can range from simple and low-tech (say, beaded necklaces and woven bracelets) to skilled trades with special equipment (say, silversmithing). It’s a saturated market, so doing your homework up front is important—how can your designs stand out? Is there a niche market to target?

 

💡 Tips:

  • Fashion is fickle. Validate your idea by tracking trends in jewellery—use Google Trends, and follow popular fashion blogs and influencers.
  • Photography is extremely important, but also difficult because of the scale and reflective qualities of jewellery. Invest in great photos by hiring a pro. You can save money by partnering with complementary apparel brands to share the cost of lifestyle shoots.

4. Curated Gift and Subscription Boxes

A gift or subscription box business is a great idea for those who are less crafty but have an eye for curation. Contrary to print-on-demand t-shirts, curated box businesses can be very hands-on. Assembly can be a tedious task, but the business has its advantages: subscription boxes are usually packed all at once at the same time each month, and in the same size box, making the shipping process simple.

💡 Tips:

  • Calculate your storage and assembly needs. Can your home accommodate your business, or do you need to rent additional space?
  • Ease your customers into commitment. Offer a substantial discount to those who pay upfront for subscriptions, or offer the first month free.
  • Use an app like Recurring Orders and Subscriptions to manage subscriptions.

5. Candles

The candle business in the US is a $2.3 billion dollar industry, and within that there are several niches to explore: religious, birthday, eco and natural, scented, beeswax, novelty, and more. Like with soap, there’s no shortage of DIY tutorials for novice candle makers, and basic melt and pour methods require little to no previous craft skills.

 

💡 Tips:

  • Get insured and use safety labeling. Due to the nature of candle use, and the increased risks of injury or fire damage, be sure to protect your business from civil suits that may result from the use of your product.
  • Tap into a niche to stand out in a crowded market. Frostbeard Studio appeals to book lovers with cleverly named candle scents and copy filled with literary references.
  • Pay attention to branding and packaging. Candles don’t differ much from an ingredient perspective, but your product can stand apart with beautiful packaging and strong branding.

6. Sweets

10 Things to Make and SellCandy, cookies, baked goods, chocolates, and jams. Sugar can be spun and dissolved and baked into endless things to make and sell. This is a category with unique complications—legalities, labeling, and shelf-life—but also with lots of room to get creative. Niche markets include: holidays and occasions, custom, novelty, catering, and gift baskets. Be sure to investigate the viability of selling your product online. Are fragility and refrigeration barriers to shipping?

 

💡 Tips:

  • Trace the supply chain, says food lawyer Glenford Jameson. Carefully select your raw ingredient suppliers to ensure that what’s on your label is what’s inside.
  • Consult with a lawyer or food inspection agency to be sure that your labeling meets local requirements for nutritional content, ingredients, and allergy warnings.
  • Rotate your inventory, says craft brewer Casandra Campbell, and stress the importance of doing so to everyone who handles it.

7. Art and Prints

Forget the story of the starving artist. It’s never been a better time to create the art you want to create, and sell it (without selling out). Whether you’re dealing in fine art, or reproduction prints, you can access far-reaching audiences and sell worldwide.

 

💡 Tips:

  • Work with an established gallery like Shopify-powered Spoke Art to show your work in person and help build an audience for your online store.
  • Have your work professionally photographed, or as a low-cost option, scan it on a flatbed scanner in pieces and stitch the image together in Photoshop.
  • Consider reproducing your art in multiple formats from prints and cards to t-shirts and mugs. Do it yourself through a print and fulfillment company, or licence your work to other ecommerce brands.

8. Digital Products

The digitization of goods shows no signs of stopping. The digital music industry alone was valued at $6.8 billion in 2016. Making and selling digital products like font licenses, wedding invitation templates, webinars, or Photoshop actions requires a little up-front work, but is relatively hands-off once you get started. The overhead costs are very low, and some typical pain points that come with physical goods (inventory, shipping) are non-existent.

💡 Tips:

  • Choose a delivery method. Apps like Digital Downloads and Sky Pilot integrated with your Shopify store to automatically deliver digital goods, or provide a download link to each customer.
  • If you’re hosting files on Shopify, make sure files are each 5GB or less. For larger files, try compressing them into .zip archives.

9. Enamel Pins

Enamel Pins have exploded in the past year and are still on a strong upward trend. It’s not to late to cash in. You’ll usually work with a manufacturer to make enamel pins, but the design component can be as involved as you make it. Design your own, or work with a designer to illustrate your vision.

 

💡 Tips:

  • If you choose to design your own pins, use Photoshop, Illustrator, or free alternatives like Pixlr and GIMP. Stick to solid colors (no gradients) and avoid fine details.
  • Whether you manufacture overseas or locally, be sure to ask the right questions of your manufacturer:
    • What are your clasp and material options?
    • Can you send me physical samples?
    • What packaging options do you offer?

10. Traditional Handcrafted Goods

Leather tooling, wood carving, embroidery, and pottery are all traditional mediums with thriving markets. The backlash against mass-production is driving trends back to slow food, one-of-a-kind and bespoke goods, and artist craftsmanship. Many of these disciplines require skills honed over time, but you can access your inner maker and learn these skills via online tutorials, local workshops, and trial and error.

Get inspired:

 

 

 

💡 Tips:

  • Much of the appeal of crafted goods is the story behind the maker. Weave your own story into product pages, a compelling About Page, and even packaging.
  • How will you scale? If your idea takes off, consider how you will maintain the handmade nature of your goods while producing in large quantities: can you hire contract makers? Can certain components of the process be outsourced to a manufacturer, then finished by hand?


How to Make the Most of Your Weekends to Grow Your Side Business

Building your business on the side is not easy. You come home after a long day of work, you spend the little time you have with your family and friends, and you try to jam in a productive session, working on your side business before going to bed.

Your weekends allow you to get much more done in much larger chunks. They’re usually where you’re most capable of growing your business or having the most impact on your business when you’re working a day job.

Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.

However, are you making the most of your weekends? How often do you find yourself distracted or making excuses when you’re not getting enough done? How should you structure your weekends? What does a weekend, optimized for productivity and growing a business, look like?

I’m going to answer these questions and share what has worked for me, and continues to work for me. Additionally, I’m going to share my action plan, exactly how I structure my weekends, and what I do every weekend that has helped me grow my side business and maintain a great work/work balance.

Switch Up Your Frame

The first thing you need to consider is how do you think of your weekends.

What you do during the week should set you up to get more done on the weekend. Don’t use your weekends to support the stuff you do during the week, instead, whenever you come home from your day job and begin working on your business, make sure it supports what you plan to do over your weekend.

For example, if you’re planning to tackle your website’s design over the weekend then choose templates, design logos, draw layout ideas  and write copy throughout the week. That way, when the weekend rolls around, you can focus on the most important task – getting the website up.

Making Your Weekdays Support Your Weekend

Whenever you think up a task or project, but can’t make time for it during the week, David Allen, author of Getting Things Done suggests you add it to a “next actions” list instead of a “to-do” list. Throwing items into a to-do list is non-actionable. If you set an ordered list, of the next things you need to do for your business, it will require and encourage you to make quick decisions.

Think up a great, actionable idea for your business?  Put it in your “next actions” list. Come up with a new marketing idea that will take several hours to implement? Put it in your “next actions list.”

 

At the end of the week, organize these ideas, tasks, and projects into timeslots throughout your weekends, then pull each task from your next actions list and move  it into your calendar for the weekend. (More on this in the next section)

Now let’s get into what a typical weekend looks like for me, and how you should consider structuring yours to get more done.

How to Structure Your Weekend

Friday

While you won’t have as much time on Fridays to get as much done as you can on Saturday or Sunday, it’s a good time to reflect on what you’ve accomplished throughout the week and what you plan to do over your weekend

Reflect

It’s good to sit down for five minutes, before planning out your weekend, to reinforce what has (or hasn’t) been working for you.

Not taking the time to see where you went right and wrong can stunt your growth as an entrepreneur. Your business only grows when you do. Here are some questions you can ask yourself:

  • What were my top wins this past week?
  • What didn’t I get done?
  • Where did I waste time this past week?
  • What was the best part of my week?

You can answer these questions out loud or write them down in a journal or private document (like Google Docs or Evernote).

Plan of Attack

Now it’s time to schedule your weekend. Set blocks of time for each task and get your priorities in check.

Your weekend should be flexible. Things happen and you can’t always stick to your schedule. However, don’t use that as an excuse to procrastinate. Stay flexible for when “life” happens, but don’t stay flexible just because Game of Thrones or your favorite TV show might be on.

Before planning out your weekend,  ask yourself a few questions to get a better perspective on what needs to get done:

  • What must I get done no matter what this weekend?
  • Are there any potential distractions or commitments this weekend that I will need to account for?

Now it’s time to plan your weekend for success.

First, if you don’t know what you should be doing, use the Pareto Principle. Look at the 20% of things you’ve been doing for your business that have yielded 80% of your results.

Next, use a tool like Trello or even Google Calendar to set your schedule for the next two days. Pull the tasks you put off from your “next actions” list and start to schedule them into your weekend. If the task can be done in five minutes or less, do it immediately (yes, while you’re still scheduling your tasks) instead of putting it off for the weekend.

In the next section, I’ll talk about what your Saturday and Sunday might look like to help you figure out how to make the most of your weekend.

Here’s an example of what my Trello board, “Weekly To-Do”, looks like:

 

Generally, you’ll want to tackle the most difficult or time-consuming tasks first. If you don’t think you’ll be able to complete all your tasks for the day, do the most important things first. The most important task is up to your discretion, but generally, if it has a looming deadline or will make the most immediate impact on your business, it’s the most important task.

Saturday

Let’s carry over that excitement and momentum from Friday’s reflection and planning, and begin to tackle the most important tasks on Saturday.

“Airplane Mode” Saturdays

So, because you hopefully have scheduled the most important or difficult task first, that’s where you’ll be spending most of your Saturday. It’s also likely to be your most time-consuming task, which is why it’s also important to get it out of the way as quickly as possible.

The key to getting more done on the weekends is focus. Sounds simple, right?

On paper, sure, but in reality, there are a lot of distractions and excuses to keep you distracted.

My Saturdays are usually the most productive day of my weekends. I like to put myself into “Airplane Mode”. Much like how your phone’s Airplane Mode which disables all of your phone’s connectivity to the internet, I do the same thing by cutting myself off from distractions.

 

Though it’s unlikely you’ll be able to get much done without the internet there are tools you can use to help keep you from wandering off and browsing Facebook, while staying connected to the internet.

These are the Chrome extensions I use to put myself in “Airplane Mode” every Saturday.

  • StayFocused – Block out the sites that steal your time so that you can work on what matters.
  • RescueTime – Track all your time on the internet to later review where you waste the most time.
  • News Feed Eradicator – Sometimes, I can’t block Facebook using a tool like StayFocused because I use Facebook to manage my ads and pages. However, with News Feed Eradicator, my news feed goes from distraction filled mess to motivational or inspirational quote.
  • Momentum – This extension replaces your new tab screen with an inspirational photo and a reminder of your most important task for the day.
  • Simple Pomodoro – If you’re not familiar with The Pomodoro Technique, it helps you work in small intervals of 25 minutes of getting stuff done and a short 5 or 10 minute break. Instead of plowing through without taking a break, Simple Pomodoro is a timer that will alert you when it’s time to take a break and when it’s time to get back to work.

Sunday

I don’t like to lose the momentum I created on Friday and Saturday, however, even I understand that there are errands and things that need to be done on the weekend. That’s what Sunday’s for.

If I have time on Sunday, I will finish any other tasks, but if I can’t, I will add them back to my “next actions” list or simply schedule them for next weekend.

Schedule Content for the Week

Spend some time automating whatever you can for the following week. For example, every Sunday evening, I use Buffer to schedule all my social media posts until the following Sunday.

You can do this as well. Spend your Sunday evenings briefly scheduling out social media posts, planning out blog content, or scheduling emails to be sent to your email list.

Plan Your Week Ahead

I use Trello (you can use any scheduling tool you feel comfortable with) to plan out the week ahead. This way, I know exactly what I should (and need) to be working on when I get home from work. I’m not wasting time on deciding what to do or trying to figure out what to do next. I just come home and take action.

Set Goals

If you don’t already, I strongly suggest writing down and tracking weekly goals for yourself and your business. Some example goals you can set are:

 

  • I will easily launch my new e-commerce website by Saturday this week
  • I will easily go to the gym at least 3 times this week
  • I will easily get 10 sales to my store by Saturday this week
  • I will easily double my store’s weekly traffic, from 100 visitors to 200 visitors, by Saturday this week

 

 

Writing your goals down helps keep you accountable and brings you clarity. How do you really know what you want to accomplish in life and in your business if you’re not tracking it?

Prime Yourself for the Week Ahead

Stop dreading Mondays every Sunday night. Set the tone for an amazing week. Look forward to getting up early, tackling your morning routine and getting home after your 9-to-5 to work on your side business. Make your Sunday nights amazing!

Watch a few motivational videos on YouTube or an inspiring Ted Talk or learn something new before going to bed. You don’t have to over-stimulate yourself, just put yourself in the right mindset before going to bed.

Rinse and Repeat

Now it’s just a matter of repeating this process and becoming really good at adapting it. You won’t be perfect and won’t always have the most productive weekends – I know I don’t.

However, making an effort to work at it every weekend and putting in that work, even when it’s only for a few hours, can make all the difference. All of those efforts begin to add up over time and before you know it, you can have a full-time ecommerce empire on your hands.

What do you think? How do you, as a sidepreneur, manage to build your ecommerce empire on the side while working a 9-to-5? How will you make this upcoming weekend much more productive? Let me know in the comments below. I engage and respond with everyone.

17 Best Online Photo Editor Softwares and Apps (Free and Paid)

17 Best Online Photo Editor Softwares and Apps (Free and Paid)

Good product photography enhances the perceived value of your products and increases the credibility of your store.

That’s why we have put together not only key tools and resources for beautiful DIY product photography but also a step-by-step guide to every aspect of the shoot.

This post focuses on one more crucial aspect of product photography: image editing. Because no matter how well you shoot your photos, there are always little things to fix and retouch afterward.

Here are free and paid tools—including software, services, and apps—that you can use to make your pictures more compelling.

Paid Photo Editing Tools

1. Photoshop Elements

1.  Photoshop Elements 12

The Photoshop suite is the ultimate in image editing. Elements offers every editing tool you need and then some. This is top-of-the-line software, which means that it’s not the cheapest item here.

Note: Consider also Photoshop CC, the latest edition of Photoshop that costs $9.99 every month.

2. Photoshop Lightroom

2.  Photoshop Lightroom

Elements offers huge functionality in editing individual pictures. Lightroom focuses on editing in batches. So it retains many of the features you’d find in Elements but is especially powerful at organizing and editing pictures at a large scale.

3. Camera+

4.  Camera+

Camera+ is an app that significantly enhances the capabilities of shooting pictures on your phone. You can change shooting modes, adjust touch exposure, and set up a grid to guide your shots. And, it’s only $1.99.

4. Fiverr

5.  Fiverr

Fiverr is a marketplace for small, inexpensive gigs. There are a lot of people who offer to edit photos, all with their own specialties. Too many people to look through? Rank them by “Recommended,” “High Rating,” and “Express Gigs.”

5. Shopify Experts

6.  Shopify Experts

Okay, maybe you’re willing to spend more than $5, and on more professional agents. Well head over to the Shopify Experts page. There are dozens of photography experts you can reach out to for photography services.

6. Tucia

7.  Tucia

If you don’t want to spend time hunting down the right person to send photos to, consider Tucia, an agency that has edited over 3.7 million photos. There are three tiers of services for different features. One cool service it offers for every tier: unlimited free revisions.

7. Portrait Professionals

8.  Portrait Professionals

If your products involve human models, take a look at Portrait Professionals. It’s a software tool that’s optimized for airbrushing portraits to fix blemishes and reshape the face.

8. Pixelz

Pixelz screenshot

For $1.45 per image, Pixelz uses proprietary software to strip your images of their backgrounds so that you can substitute something in its place (for example, pure white, or the right shade of blue). It promises a 24-hour turnaround.

9. Mister Clipping

10.  Mister Clipping

Mister Clipping makes paths by hand, not software, to remove the backgrounds of your photos. Its prices range from $0.95 to $9.95 per image, and a free trial is available.

10. KeyShot

11.  KeyShot

KeyShot is an image rendering piece of software that can create high-definition visuals and models. They can be made so high-def that they look like real photographs. In the right hands, KeyShot can do wonders, and is used sometimes by big companies to create their marketing materials. At $995, it’s the priciest item on this list, but there is a 14-day free trial for you to see if you could use it.

11. Digital Tutors

12.  Digital Tutors

We’ve given you some pretty sophisticated software tools for editing photos. We wanted to include Digital Tutors because it’s one of the best learning resources online. It has lessons on many aspects of using Photoshop, KeyShot, and design more generally.

Free Photo Editing Tools

Okay, those paid tools are great, but if you happen to be on a budget or don’t want to invest a lot of money, no worries. Take a look at the tools below. They may just get you to where you need to be.

12. GIMP

13.  GIMP

GIMP is the most sophisticated free image-editing tool. You can use it to retouch, edit, and draw. Just download the software and you’re ready to start editing.

13. Fotor

14.  Fotor

Want to edit online, directly on your browser? Take a look at Fotor. It offers editing and beauty retouching. Most cool is its High Dynamic Range feature: you can take three photos with different exposures to combine them into a single image, with the best light and tone from each of the separate photos.

14. PicMonkey

15.  PicMonkey

PicMonkey is another great online photo editor with a very cool feature: Collage. You can take various photos and arrange them together. If you have lots of products, you can collage them together as perhaps a banner image for your store or in an email newsletter.

15. Pixlr

16.  Pixlr

The Pixlr editor is one of the most widely used image editors online. It has three editions, all free: Pixlr Editor, Pixlr Express, and Pixlr O-Matic. The latter two can also be used as apps.

16. Photo Editor by Aviary

17.  Photo Editor by Aviary

This is a free app that you can use to edit images on your phone. Enhance with hi-def, fix red-eyes, and adjust various aspects of lighting.

17. Photoshop Express

18.  Photoshop Express

We’ve opened with a very expensive piece of Photoshop software, and we feel that it’s fitting to close with a free one. Photoshop Express is an app for your phone with slightly fewer functionalities than Photoshop Touch. It lets you crop, fix red-eye, share on social media, and more.

Conclusion

With recommendations of tools and resources for shooting, a step-by-step guide to using them, and tools to edit the pictures afterwards, you’re running out of excuses for poor-looking products. Take a look once more through our resources, and improve the way your products look today.

Do you have a favorite tool for editing your photos? Share it below.