#049 – Chiggy is an Artist

Destroy Digital

Like most good artists, Chiggy (AKA Kristen Johnson) doesn’t find it hard to create beautiful work. What she finds hard is demanding the right value for what her work is worth. Which follows on to online shop optimisation.

The major problem with valuing art is that it doesn’t have intrinsic value. Take a solid gold watch as an example. As a watch, it is useful and has value beyond just being a hunk of metal. However, when the watch movement dies and is no longer a timepiece, you could still melt it down and it’ll still be worth something. Not art.

Art is only worth what your patrons are willing to part with. It’s value is totally in the eye of the beholder. So, as the creator of the work – be confident in setting the bar. If you think of your work as your children, you’ll find it easier to set the bar high. It’s a great technique to benchmark all your work.

Once you value your work, so will your customers and patrons. When you set the price of the original work, this becomes the benchmark for the prints and other merchandise that feature the original work. Your customers can now compare and make a value judgement.

The Key to Online Shop Optimisation

There are heaps of ways to bring customers to your online store. Some tips we’ve already covered are in this episode for Green Horse.

However, the main thing to remember is that you need to reduce the friction to purchase. Workshop your buyer personas and map out the hurdles that they face when accessing your shop. The thing to note is their internal dialogue.

The bargaining that goes in their thoughts as they try to decide to buy or not – and even what to buy. You need to make it easy and help them decide. One good example is that shipping costs need to be quoted up front.

Chiggy’s website is here, her online store is here and Chiggy’s gorgeous Instagram page is here.

Check them out, you won’t regret it. And if you buy a yoga mat, we promise it’ll be your favourite one for years to come.

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