I thought I would clear up some misconceptions about marketing in this two-part series: What Marketing Can Do For You and What Marketing Can’t Do For You. This issue is about what marketing can’t do.

While there’s no question a solid marketing program can increase your business, it can’t fix everything. Below are 5 things marketing can’t do for you:

1. Marketing can’t make you an overnight success. Just because you start a marketing program doesn’t mean you’re immediately going to see your business explode. Marketing is about getting your name in front of your target market on a regular basis until they finally decide to give you a try.

On that note, if you’re in trouble right now sales are down, a new business isn’t getting off the ground like you planned — depending on how bad the trouble is a marketing program may not be enough to save you. A successful marketing program needs time to work and more likely than not, a little money as well. If you’re panicked about one (or more likely both) you may need to start looking at other options.

2. Marketing is not about doing something once and forgetting about it. The very best marketers test. And test. And test.

For instance, maybe your Web site isn’t converting visitors to customers as well as it should be. You could hire a copywriter to tweak it for you. You could test the different elements to see what raises your conversion level. That’s one way to use testing. You can also test different headlines, different offers, etc.

3. Marketing can’t fix a bad experience. This is a big one. If your customers have a lousy experience with your products or services or with your customer service reps or sales people, etc., that’s it. Worse yet, not only have you lost a customer for good, that customer will probably tell others about their bad experience. So now you’ve lost more potential customers as well.

Marketing can get people in the door, but it can’t ensure they’ll have an experience they’ll want to repeat. Before assuming more marketing is what you need, take a moment and make sure your current customers are truly satisfied with your business.

4. Marketing can’t fix a flawed business. Much like tip number 3, marketing can’t fix cash flow issues or staff problems.

Okay, I can hear all of you saying “Of course, marketing can’t fix cash flow problems. Do you think we’re stupid?” My answer is no, I don’t think you’re stupid at all. I think what happens is sometimes you get so caught up in the day-to-day challenges of running a business you can’t see the forest for the trees.

Let me explain. Let’s say you have a business that’s struggling with cash flow. The first thing that springs to mind may be revving up marketing. After all, the idea behind marketing is to increase revenue. On the surface that makes sense. However, if you look a little closer, what you might find are expenses that are out of whack or not getting invoices out in a timely manner. So what you should be fixing is your accounting problems rather than changing your marketing.

5. Marketing can’t make people buy things they either don’t want or can’t afford. It doesn’t matter how great your product or service is, if you’re selling to people who either don’t have the interest or the means to buy it, then your marketing is going to fail no matter how brilliant it may be.

So basically it all boils down to this, before you decide you need more marketing, take a few moments and make sure marketing is really the right solution for your business.

Creativity Exercise — Reality Check

Before you launch into a new marketing program, take some time to analyze what’s really happening in your business. Do you really need a marketing program or is your problem:

* You aren’t able to close the leads you have
* You aren’t invoicing in a timely manner or following up with unpaid accounts
* Your customers aren’t happy with the product or service
* Your customers are having a bad experience with technical support or something else in the process isn’t working
* Your target market isn’t right
* You aren’t passionate about what you’re doing anymore
* Your business has way too many expenses

And so on. Basically I just want you to make sure marketing really is your problem before you start fiddling with it.
If you want to grow your business, then you should be consistently marketing your business. But if you’re using marketing as a band aid for some other problem, then you could be headed for trouble.

Michele Pariza Wacek is the author of “Got Ideas? Unleash Your Creativity and Make More Money.” She offers two free e-zines that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.TheArtistSoul.com. Copyright 2005 Michele Pariza Wacek

At the end of week one, I realized that I possess a little less will-power than I thought. Eating less calories hasn’t been much of a problem, but I am having a bit of trouble with the exercising. I did pretty well the first few days with getting up 15 minutes early and actually moving for 15 minutes, but I found myself watching my chosen work-out show from the sofa while sipping coffee and eating Raisin Bran. Granted, I’ve had the flu for over a week, but I expected a little more from myself.

I did spend some time this past week studying an article in the Craft Revolution archives entitled Basic Nutrition Guide, written by Krista Scott-Dixon, and making menus that apply the concepts found within to my own lifestyle.

I was excited to read the comments to my initial post on this subject and look forward to many more!

My plan for week two:

Eat Less: Follow menu plans and stay within the boundaries of the portions.

Move More: My “day job” consists of various tasks that can be completed from either a sitting or standing position. I will move my stool and opt to stand rather than sit.

Great news!!!

The Independent Design & Craft Association (IDCA for short and the parent company of Craft Revolution, Indie Holidays, and Indie Friendly)is now accepting applications for the 2006 IDCA Conference Market!!

Apply today to reserve your spot!!

The Craft Fair and Conference will take place May 6th and 7th in Knoxville, TN. The Craft Fair will be held on Saturday, May 6th in Downtown Market Square with the Conference and round table discussions following on Sunday, May 7th at the Crowne Plaza Hotel.

For more information on the fair, conference and even on the Riverboat Cruise scheduled for Saturday evening, check out the website for details: http://www.IndieDesignAssociation.com

For your convenience, a few quick direct links…

Craft Fair Applications: http://www.indiedesignassociation.com/index.php?option=com_facileforms&Itemid=39

Conference Information: http://www.indiedesignassociation.com/index.php?option=com_content&task=view&id=19&Itemid=34

Recently, while wandering aimlessly on the internet, I landed on a website that I was familiar with, but had never taken the time to fully explore.

Although I had always admired Amie Hirtes’ beautiful crochet patterns, I had passed them off as too advanced for my limited skills with the crochet hook.

But when I took the time to watch the excellent crochet tutorials on the site, I quickly realized (with a fair amount of jubilation), that even I could manage the stitches that her patterns are designed with.

My project for this evening: One of the free scarf patterns from the site. If all goes well, I think I’ll go back for one of her gorgeous handbag patterns!

Here at Craft Revolution we spend hours each day scouring the web searching for indie products to feature that will unite the independent designer with the educated consumer, but we rarely give our readers a glimpse into our own personal lives. I have decided to share my personal weight loss resolution for 2006 in hopes of gaining some support and to hold myself responsible to it!

I have been struggling with an extra 30 - 40 pounds for the past 10 years. I have tried various “fad” diets in the past only to gain back all the weight I lost plus more. I believe that the only solution to my personal problem is to make some lifestyle changes. I used to be one of those people who thought I needed to lose 20 pounds in 20 minutes and tried those pills and supplements that promoted themselves that way. Just so you know, they didn’t work! This time I want to take my time and change my lifestyle permanently! I have read many articles and books on nutrition, consulted my physician and have developed a personal plan for permanent weight loss. I think I’ll call it my “Eat Less, Move More” plan!

Lady Luck Rules OK is a spunky, colorful, pop-inspired line of fashion accessories by Leona Baker. After selling her handcrafted jewelry for several years at local markets in her native England, she launched her website in 2003. Her jewelry has been featured in national and international publications such as Nylon, Elle Girl, Teen Vogue, and others. We were pleased to chat with her to find out more about her and her business.[CR] What did you do career wise before your crafty career began?

[LB] I assisted stylists in the music industry and had lots of fun working on pop videos. More importantly, I built up a really strong contact book that has assisted turning my jewelry making hobby into a business.

[CR] What prompted you to start your own company? Was there an ‘a-ha’ moment when you realized you were onto something successful?

[LB] I’ve always enjoyed making stuff, and selling my second hand finds at the market was a nice money spinner to fund my styling career. I guess the ‘a-ha’ moment was when my jewelry started selling out on my stall at the market every week.

[CR] How did you select your company name?

[LB] Well, I’m Lady Luck when it comes to second hand sourcing, and the 1970s “….rules, ok!” chant seemed to embody the statement my jewelry makes when you wear it, since my designs are a little bit in your face.

[CR] How did you learn your craft? Did someone in particular teach you or were did you receive any formal training?

[LB] I taught myself, really. I’m super observant of what jewellery anyone’s wearing around me and I like to buy vintage pieces to take them apart see how they’re made.

[CR] Where do you look for or find inspiration?

[LB] I adore 70s/80s annuals for girls like Pink, Jackie, Blue Jeans, etc. I have a huge collection, so whenever I need inspiration I pick one up and have a read and a good giggle.

[CR] Can you recommend any great resources in your field?

[LB] Ebay is becoming a big part of my sourcing routine. I still enjoy carbooting** and thrifting, though. The Carboot Calendar is a great tool for finding out what’s going on.

[CR] What have you learned about the craft world that surprised you?

[LB] The openess. When working in the fashion industry everyone was so cagey and unhelpful. The craft world is much more friendly, like a big happy family!

[CR] What is the best business moment that you have had to date?

[LB] Seeing my jewelery sold alongside Vivien Westwood’s and Marc Jacob’s in a Boutique in Soho was really exciting!

[CR] What are your greatest strengths in running your business?

[LB] I’m dead organized, and I have focus and ambition.

[CR] What are your weaknesses?

[LB] I can’t switch off. If I’m not doing anything in the business, I’m thinking about the business. I drive my friends crazy!

[CR] Why do you think it is important for consumers to buy from independent designers and crafters?

[LB] Small businesses need the support. Don’t help the mass market fat cats get fatter.

[CR] Are many of your friends involved in the crafting lifestyle?

[LB] Not really. Lots of my friends are graphic designers, web designers, and fashion designers, but not crafters.

[CR] Has the Crafty/DIY trend caught on where you live?

[LB] Not yet, really. London is still quite fashion oriented, and the price of living is sky high. I think Brighton and Bristol have more craft based businesses.

[CR] Do you travel? Does this influence your creativity and/or business and how?

[LB] Yes indeed. I went to Berlin, Iceland, Paris and Barcelona last year for short flea market and thrift shopping trips. I look for vintage and deadstock jewelry and quirky knick-knacks that can inspire me. It’s also great to see what the kids are wearing and take my jewelry into local boutiques/galleries to get feedback and build my stockist list.

[CR] Are young people turning to hand crafted items and/or indie businesses for alternatives to mass produced items?

[LB] I hope so. Kids will always want to look individual, and buying from crafters is a great way to stay alternative. The internet has also made this process so much easier, and I believe buying over the internet is the fastest growing retail sector. Wohoo!

[CR] What advice would you give to designers (artists/crafters) who are starting out?

[LB] Listen to feedback from friends and family, and test your market without spending all your money! Consign with crafty websites, sell on Ebay, do craft fairs and fashion markets. There are so many avenues [you can use] to see if your stuff is saleable. Then hit the streets, go to magazine offices, independent boutiques, and department stores. Don’t be afraid of these people, they need you as much as you need them!

If you would like to know more about Leona Baker and her designs, we suggest that you check out her website: http://www.ladyluckrulesok.com

** Editor’s note: carbooting = shopping at flea markets

Handcrafted and elegant, the offerings of Arte Designs were created to delight. Kim and Judy followed in their father’s artist footsteps to design unique and affordable necklaces, pendants, earrings, bracelets, and rings that can be worn for any occasion.

With nothing over $100, everyone can own a piece of this delicate, artful, timeless jewelry.

I have been an avid reader since I was a child. My parents, who cultivated my love for the stories that I often surrender my days to, bred into me a dislike for anything that marks or harms a book in any way. That dislike encompassed those poor misguided tomes who have had the misfortune of pages being ‘dog eared’ or turned down, in order for the hapless reader to mark their spot.

I found myself expressing my creativity by scribbling out doodles on slips of paper destined to become often-abused bookmarks. These days, I’ve graduated to a higher level of creativity and come to realize that bookmarks are not my forte.

In my search for the perfect bookmark, I stumbled across these delightful yarn creations by Traci Lynn Crochet. The site offers more than just adorable ways to keep your page; make sure you check out the Ruffle Trim Kerchief with Removeable Flower Pin while you’re there!

As a native Floridian- and a Pisces- my heart belongs to a land of salt air, dazzling beaches and warm waters. My happiest moments have been spent among a backdrop of palm trees swaying in an azure sky while the sparkling blue waters of the Atlantic gently crashed to the shore and sailboats silently swept along in the Gulfstream.

These brilliant colors carry over into the daily lives of residents here in the tropics. We decorate our homes with the colors of the sand and sea, even making creative use of the never-ending supply of shells which wash up on the shore.

It’s only natural, then, that I be drawn to this stunning Sea Grass necklace designed by jewels by jessica. Created from an array of amazing vintage glass and plastic flowers, this necklace sparks the imagination and carries you away into a whirlwind summer romance on white sand beaches. Transport your soul away from the dreary winter months with a simple, elegant necklace that is perfect for both a day at the office and a night on the town!

One of the most enjoyable gifts I’ve made recently are adorable sets of custom fortune cookies. The cookies are surprisingly easy to make and since you control what the slips inside say, make a wonderful gift that can really touch the reciever!

You can print your fortune slips out on the computer or write them by hand for a more personal touch. Each slip needs to be roughly three inches long and one-half inch tall.

Once you have your slips ready to go, you’ll need to gather the following ingredients to make your cookies: (more…)