Friday, May 2, 2008
Re-photography pays off
I see a ton of "why am I not selling" posts on Etsy, and I have to say that 9 times in 10 the answer is clear. When you look at the shop, there's nothing compelling about the photos that says "buy me! buy me now! you MUST"
think about it. Every car ad, every fashion spread, every ad for frozen pizza - makes the product look sexy, huge, in-your-face and triggers desire. Are your photos triggering desire?
Here's a re-shoot of the ring from two posts down. Which would you want?
Notice it's not centered. You get a tiny tiny thumbnail on Etsy - if you can't make that thumbnail say "click me" you are wasting valuable opportunity. Centering is sometimes, not always, but sometimes, a visual snooze - where off-centering is dynamic and can create a sense of curiosity.
It doesn't have to be accurate representation of the whole - that's what the next photos are for, they add up to give the buyer a sense of the product. The first photo has one job and one only
I've been re-photographing everything and it's been paying off. Here's a photo of a pair of wrapped chalcedony earrings I've already sold out of and had to get more stones for, to make more. It's partly pricing, they're 24 bucks, it's partly simplicity and wearability - but I'd say MOSTLY it's this photo:
It's very backlit - it's kind of mysterious, and it hooks you in. Honestly they're pretty, but they're not the most exciting earrings I've ever made, however they are selling like they are. I think the photo really is the reason.
So, I guess if you're having a standstill, I'd say diversifying prices and promoting are good, compelling photos are better - retaking them every so often to combat visual fatigue is a really helpful selling tool, and cheap!
here is an update to "re photography pays off" - proof as I typed the entry - top line, right side.
synchronicity, indeed, but had I not changed my shots to something more compelling, I doubt it would have been there.