Have you considered holding an open studio to educate the public about your art and make a profit at the same time? While many such events are often held at a holiday time, they can be successful year round. In the Fall issue of The Professional Quilter, Eileen Doughty interviewed eight art quilters to get their take on how successful their open studios were and what was involved in putting one on. If this is one of the marketing ideas on your goals list for 2010, you’ll want to go back and read Eileen’s article to refine the notes you probably took when you were researching at local events this season. Following is an excerpt from part one on preparing your studio. Part two of the series is in the Winter issue of The Professional Quilter.

The most engaging studios tend to highlight the creativity and individuality of the artist. They are beautiful and inviting, inside and out. Consider including demonstrations, an artist talk, works in progress, photographic displays or even videos. Display samples of your work or process that you don’t mind being handled by a lot of fingers.

Whether your studio is in your home or a public place, it may take a few days to set everything up, and even more time if you are using someone else’s space and have to start from scratch. “Getting ready is a huge job – not just in terms of making and mounting my artwork, but rearranging the furniture, cleaning, preparing refreshments, labeling, pricing, doing the signage, arranging for helpers, printing and packing greeting cards, and preparing storyboards and displays of materials and equipment,” says fiber artist Susan Else, who participates in a tour sponsored by the Cultural Council of Santa Cruz County, Calif., each October.

Consider offering artwork in a variety of sizes and prices. Place neat labels next to each work with title, size, materials and price. Besides wall art, several artists offer hand-dyed scarves, books written by or featuring the artist, note cards, small gifts, jewelry, framed art and wearable art. Inventorying every single item can be time-consuming but will help you track sales patterns, and you’ll know if there was any shoplifting.

Have a guest book to build your mailing list and get comments. Also set out your business cards and postcards. Susan puts her sign-in book on the way to the kitchen, so no homemade apple cake until you sign!  Susan’s homemade apple cake is not the exception, as many artists provide beverages and non-greasy food.

To read more of Eileen’s article on Holding an Open Studio in Issue 109 of The Professional Quilter, your subscription or membership in the The International Association of Professional Quilters must be current.Learn about all the benefits of IAPQ membership here.

Do you have systems in your business? Maybe you haven’t given much thought to what systems can do for you. Here are just three benefits: They can give you more time to be creative. You’ll have time to work on your business rather than just in your business. And, they will let you grow your business.

If you are like most of our readers, you’re a small business owner or solopreneur. At some point you’ll discover you can’t do it all. That’s the time to get started with systems, if you haven’t already.

How do you go about creating systems? I’m actually in the process of creating systems for some of the processes I do. My goal is to hire someone to handle some of our processes so I can devote my time to creating new products. To that end, I am writing down step-by-step how each process is handled. Yes, it is taking me extra time, but I know in the end it will pay off.

Here are just three ideas that you might try for your business:

Handling Fabric. After our last teleclass on organizing, one of our listeners contacted me about how she would start the year with her fabric organized and then the studio would quickly become unmanageable. It was something she repeated on a frequent basis. I suggested she write down her process for storing her fabric, i.e, develop a system for storing her fabric, and then hire a high school girl to come in a couple of times a week to get it back in order. This lets this quilter focus on what we could call her genius or brilliance.

Teaching or Media Requests. Do you scramble looking for all the materials to send when you get a request to teach or promote your business? Create a system to keep all those materials easily accessible. You could create folders on your computer or in your physical file cabinet to include photos, short and long bio, résumé, your brochure, anything that you are ever asked for. By keeping everything in one place, it will be easy to find. That means less stress looking for it or less time having to recreate something you find shortly thereafter.

Online Marketing. Are you sending out e-zines or updating your blog? Do you need to update your Facebook page or Tweet? Do you use a shopping cart and autoresponders? I have a couple of suggestions here. Create a schedule for doing this. For example, on Friday set aside several hours to write your newsletter, a few blog posts, and updates to Facebook and tweets. Many of these can be scheduled ahead of time. An assistant or virtual assistant can also be valuable setting up and maintaining these for you. That allows you time to work on activities that add to the bottom line of your business.

And, a big plus for creating and working the systems is you have lots of energy. And, when you have more energy, you’ll work at a higher level in your brilliance.

What ideas do you have for systems?

The Professional Quilter includes articles to help you create success with your quilt business. If your subscription is not current and you need to renew, or you want to start a new subscription, here’s a link to our order page

I’m really excited to announce that The Professional Quilter is becoming part of the International Association of Professional Quilters.

Over the last few years most of you have noticed that we’ve harnessed the power of the Internet to offer more information to help you, the serious quilter, create business success. We publish this e-zine with business tips, tools and techniques to help you build your business. We regularly sponsor teleclasses and longer teleseminars all geared to guide you as you grow your business.

As I talked with subscribers and participants in our programs and looked at what we offered, I knew the best way to help you uplevel your business was to package these products together, along with some other goodies. Members of the IAPQ will receive:

• The Professional Quilter, our quarterly business journal;
• access to monthly teleclasses with experts both in and outside the quilt world;
• access to a monthly tele-networking/ mastermind event;
• a free consultation with an intellectual property attorney;
• an IAPQ lapel pin designed by our art director, Kim Bartko;
• discounts on our books and other resources;
• and more.

The actual value of these benefits easily exceeds $700; the value of these benefits to you is priceless as you build and grow your business. You can see complete details of the benefits on our redesigned Web site.

If you are a subscriber to The Professional Quilter, I know that you are interested in how your current subscription converts to IAPQ membership. Effective immediately, we will no longer accept single subscriptions. The regular price of the IAPQ membership is $137. Through December 31, 2009, we are offering an introductory price of $97 for the first year. We will never offer a special at this rate again. When you convert your subscription online and input the expiration date shown on your address label, you will be credited for the amount remaining on your subscription, in most cases $7.49 an issue. Details are on the Join Page on our site.

I know that networking with other professional quilters is important. Please join me on our new IAPQ Facebook group page where you can interact with like-minded quilters. Here’s the quick link.

I look forward to helping you uplevel your quilt business. Our mission at the IAPQ is to provide the resources to educate and empower you to create your own success in our industry. Whether you’ve been in business for years or you’re just starting out, you’ll find the resources you need to create your own success at the IAPQ.

Learn about all the benefits of IAPQ membership here.

Have you tried to use the Internet to connect with your customers and not been as successful as you wish? Your online newsletter – or e-zine – is the key to connecting with your customers and increasing sales at the same time.

I’ve seen this happen day after day in my own business and want to share the secrets I’ve discovered with you. Join me on July 9, 13, 16 and 20 at 3 pm Eastern as we explore what you need to do to: plan, write and publish your e-zine; set up and begin posting to your blog; create and populate your Facebook page; join Twitter and begin Tweeting.

Registration includes the teleclasses, MP3 downloadable recording, written materials and a private yahoo group for class attendees to share their experiences, questions and discoveries. Here are details.

Join us to learn how to take your business to the next level with Internet marketing.

In the Spring and Summer issues of The Professional Quilter Gloria Hansen took a look at the phenomenon of social networking, specifically Facebook and Twitter. While we think of social networking as relatively new, it had its start in 1997 with SixDegrees.com, though the site is no longer active.

Today social networking lets you make connections that you would not otherwise make. I’ve connected with high school friends and flames, new friends who share similar interests besides quilting, and quilting associates. And, social networking is a good thing for business. It lets your customers and clients get to know you on a more personal level. I’ve heard it said that before someone buys from you, they need to know, like and trust you. Social networking lets them do that.

Here are six tips to help you take advantage of social networking:

1. Quality of your connections, not quantity, is your goal according to Gloria. You don’t have to “friend” everyone. You want to enhance your opportunities rather than get bogged down in lots of non-relevant chit-chat.

2. Learn how to fine tune the information you receive. Spend time learning how to use Facebook so that, for example, you don’t get spend unnecessary time reading news feeds that aren’t news. You can do this in the Settings, News Feed section of Facebook. Facebook also has a help section.

3. Facebook lets you post photos. Take advantage of this by posting photos of yourself teaching, lecturing, working at the longarm, attending a gallery opening with your work. Pictures speak louder than words.

4. Give more than you get with your posts. Share your expertise so that you can to help other people. This comes back to you in so many more ways than you can count. Zig Ziglar says, “You can have everything in life you want, if you’ll just help enough other people get what they want.”

5. Look for ways to integrate the technologies. For example, if you tweet (the action of posting to Twitter) about being at a gallery opening, post a link to your blog where you have uploaded pictures of you and your quilts at the gallery.

6. Use timesaving applications, such as TweetDeck and Twhirl. I like Ping.fm that lets me post to both Facebook and Twitter at the same time.

7. Remember that Facebook, Twitter and other social networking sites don’t eliminate the need for a Web site and/or blog. Be sure to keep your Web site active and post to your blog. Each tool has a purpose, so develop a strategy for using them all.

Remember it’s all about making connections, and you never know when that connection might turn into a wonderful opportunity.

The Professional Quilter always includes an article that is technology focused to help you grow your quilt business. You can learn more from Gloria Hansen’s articles on using Facebook in Issue 107 and Twitter in Issue 108. If your subscription is not current and you need to renew, or you want to start a new subscription, here’s a link to our order page

Business can sometimes be a bit slower in the summer. I like to take advantage of the slower pace and the warmer weather to relax more outside while I’m planning marketing activities.

One idea for marketing that Sue Moats covered in her Longarm Forum in the Spring issue of The Professional Quilter is perfect for the slower-paced summer. She looked at holding an open house as a way to market your longarm business. While many people like to hold the open house at a holiday time, I think summer is perfect. It’s less hectic, your customers might be more relaxed and eager to start a top and conflicts are probably fewer. Sue interviewed several quilters who found open houses to be a successful way to market their businesses. If you’d like to give it a try, here’s a checklist to get you started:

• Select dates, hours
• Solicit help if needed
• Check on insurance
• Decide on any incentives/coupons
• Advertise and/or send invitations
• Arrange for refreshments
• Prepare machine and studio for visitors
• Put out guest book to collect names and contact info
• Have adequate supply of business cards/flyers
• Take care of any needed follow-up.

If you plan an open house for the summer, be sure to let me know how it goes.

You can read Sue’s complete article in Issue 107 of The Professional Quilter. If your subscription is not current and you need to renew, or you want to start a new subscription, here’s a link to our Order Page.

Join us in the PQ Café on Thursday, June 11, for our class “Use Video to Promote Your Business” with award-winning quilter Bonnie McCaffery. Bonnie’s latest venture is creating videos for the quilt world. In addition to her free VidCasts on her Web site, Bonnie produces DVDs for quilters to use to promote their classes and product lines.

The teleclass is scheduled for Thursday, June 11 at 8 pm, Eastern Standard Time. Registration includes both the teleclass and the MP3 downloadable recording, so if you can’t come to the class, you’ll get the recording to listen to at a time that works for you. Here are details.

Hope to see you then. And, if you have concerns you want me to be sure to cover, just drop me an e-mail, and I’ll try to fit them in.

I’m giving my lecture “Boost Your Quilt Business With Internet Marketing” on May 14 at International Quilt Market in Pittsburgh. We also have a booth – No. 1524. Here’s a link for more information: International Quilt Festival. I’ll look for you there.  Be sure to stop by!

Defining your product is key to creating a good marketing plan. To define your product, you consider both its features and its benefits. One of the keys to marketing is to sell the benefits not the features. How do you know the difference?

Features characterize the product; benefits are why we buy the product. Features are easy to describe. Examples could include size, color, design, hours of business, fabric content, years of business experience.

Benefits are more difficult to define. They do, however, answer your customer’s question, “What’s in it for me?” When you buy products, you don’t buy because of a feature; you buy because of a benefit. Benefit is the value attributed to the feature of the product; in other words, it’s the result of the feature. Benefits are not as easy to describe and are often intangible. The most compelling benefits are those that deliver emotional or financial rewards. Emotional rewards let the buyer feel good. Examples could be shopping at an online retailer who donates a percentage of your purchase to a charity you choose or sending a quilt to someone to let you express love. Products that offer financial rewards usually save time or money, offer convenience or make you money.

How do you determine the benefits of your product or service? Start by knowing who your customers are and then look at your product from their point of view. Who are your customers? Are they baby boomers with expendable income? Are they Gen Xers? Are they teens and tweens? Are they working mothers with little free time? You might be trying to reach a variety of groups and need to consider benefits for each of them. Consider also who has purchased your product or service in the past. What does your customer profile tell you about your product? For example, do you sell your product to customers who might be retired and have extra time for long-range projects? Do you sell your product to working mothers who want something quick and easy? Do most of your store’s customers shop after 5 p.m. and on weekends? Ask your customers to help identify your product’s benefits. You could do this informally or with a survey. Your customers might even identify benefits you didn’t consider.

Developing your benefits statement is an ongoing process. As you continue to market your product, be aware of additional benefits. You might ask your customers for suggestions to your product or service. Pay attention to complaints or unsolicited comments about your product. Also, consider what your competition is doing. Additionally, consider how you’ll package your product. You might find a benefit there.

Once you’ve established your benefits statements, you will be able to describe your products in ways that are important to your customer. You will do this in all aspects of promotion, whether that is in creating your marketing collateral, advertising your product, writing articles or speaking one-on-one to customers about your product. You will also be able to differentiate your product from that of your competitors. You will be able to provide a benefit to your customers that your competition cannot. Now you’re on your way to a successful marketing strategy.

The Professional Quilter includes articles to help you grow your quilt business. If your subscription is not current and you need to renew, or you want to start a new subscription, here’s a link to our order page