Website tips, holiday sales advice, & some good ol' Insta strategy

Wouldn’t you love to be a fly on the wall to learn how your peers are growing their web and getting such great press?? ⁠⁠
 
You’re in luck! What we normally do behind closed doors, we’re doing live and for free in our Tweak & Edit PR Review Workshop!
 
Let us explain…at Wolf Craft we help all types of creative businesses create media outreach strategies to get their work featured in magazines and design blogs. Our work, however, isn’t just about helping you craft the perfect pitch to the right editor. 
 
If you want your media outreach efforts to have the best chance at success (who doesn’t!), you need to *first* make sure your online presence—visual assets, website, copy, and social—are press worthy. They need to do the hard work at representing your brand online to people who don’t know you, like editors! And oftentimes a few small strategic tweaks can be all you need to up your game. 
 
Join us live as we give actionable, real-world feedback to other creative businesses. You’ll learn from your peers, and get to ask questions about your own biz at the end.

Register here for the Tweak & Edit PR Review Workshop!
 
It will be held live on zoom on Friday, October 7th from 12:00 to 1:00 pm EST. Can't attend live? No problem! Sign up to get first access to the workshop recording. 
 
Now, on to our monthly resources and tips!

Show, Don't Tell

Photography Strategy: Q&A With Lighting Designer Erin Lorek
 
If we have only one piece of advice for anyone, any company, and nearly any product, it would be invest in photography.

This week we sat down with designer (and former one-on-one client) Erin Lorek of Lorekform to talk through her photography strategy for PR and her 5 P’s!

Good Links Round Up

1. Want to convert IG followers into customers? Tune into this podcast.
We're all about making content work harder for your biz, especially when it comes to social. In this episode of The Creator Club Podcast, Katie Steckly speaks directly to makers. Tips include *how* to leverage product content you're already making to grow your e-commerce businesses.
 
2. What to do *now* to make the most of the 2022 holiday season?
Starting to prep for the holiday sales season? Check out this free workshop hosted by Catherine at Resilient Retail Club on How to Grow Your Sales at Christmas. They’re UK-based, so it may be a wee early for most of you. But anyone who registers will get to watch the recording. Plus, if you send in a question Catherine will be sure to answer it live! 

3. Earn more holiday sales with these 5 practical marketing tips.
More on the approaching holiday season... This Mailchimp guide dispels holiday marketing myths with practical strategies for all types of product businesses. An example? For one, you don’t need a big budget to capture big sales. Instead, try A/B testing on email-marketing campaigns to refine which copy speaks best to your audience. 

4. Dreamy editorial photography inspo for your next shoot.
This good link is more inspiration than pro advice. If you're an interior designer or if you make home goods that need to be photographed, duh in a home, check out this Adam Scott's portfolio for interior design styling inspo. His work includes examples of how larger items like rugs, textiles, wallpaper, and art can be styled for editorial photography.

5. Build an Instagram SEO strategy with 5 steps.
SEO is an essential part of your website marketing strategy, but did you know it applies to Instagram too? Later (our fave social media scheduler), listed out 5 SEO tips to improve your discoverability on IG. Increasing your brand’s reach can be a simple as including keywords in key areas - from your profile tagline to your captions.

Wolf Craft Pro Tip

The shortlist
aka the foundation for successful media outreach (in order)
  1. Compelling, newsworthy work - If what you want to pitch is super similar to existing products you have to be able to say what makes your stuff unique. Is there a design or functionality aspect that isn’t present in similar products? Is there an interesting collaboration or material? Is your inspiration source interesting? How are you adding to the conversation? How have you innovated?⁠
  2. Great photos - Photography is one of the *most important* investments you can make in your business. There isn’t a design editor in the world who will care about what you’re working on if you don’t have beautiful photos to go along with it. If you make small products, start with solo against white images. Get a white box and take well-lit images with a crisp background.⁠
  3. Knowing the outlet & editor - You have to have a good working knowledge of the types of projects, businesses, and people the publications you want to pitch write about, to understand if your work is a good fit. I suggest setting up a subscription to apple news+ where you can browse past issues of hundreds of publications to understand what they cover to find the best fits for your biz!⁠
  4. An effective pitch - 1-3 are the ingredients to write your pitch. If you are well versed in a publication’s POV and an editor’s stories you’ll know your work is a good fit. You can even mention 1 or 2 articles they’ve written in the email intro and how your work relates to the topics they write about. Include a few embedded low res images, don’t send attachments, and link back to your website and social. ⁠ 

Work With Us!

Psst- here's another link to register for our *free* Tweak & Edit PR Review Workshop.

If you want to get really good at telling your business' story, we can help!

-Tweak and Edit- for when you need a critically constructive second set of eyeballs to look at what you're doing and tell you exactly what to fix, and then show you best-in-show examples to help you get there. We're so happy to say that people LOVE this service and find a lot of value.

-1-1 sessions- for when you want to learn how to tighten up your business and pitch it to the media yourself, and you want guidance informed by 15+ years of experience and someone to hold you accountable. 

-List building- for when you want a fully customized media list built to fit your specific needs and timing as it involves launches and other company initiatives- AND you want it to include suggestions for press materials, stories to develop, order of operations for embargos and/or exclusives, and other activities for the biggest media impact.

and finally 

-How to Pitch For Holiday Gift Guides- for when you want to truly knock it out of the park with holiday gift guide pitching, but also secretly learn how to pitch for all the other year round holidays as well. 

Thanks for giving us some time in your inbox! If you have any questions send us a note, we'll always reply. 

Cheers,
Nora & Kirsten


PS - If you liked the newsletter, we’d be so happy if you shared it with others who might find it useful. Anyone new can subscribe here.
 
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