E35 Section 1 Intro
“Welcome to part 2 of our 4-part series on navigating the current market and what to do when things don’t seem to be going well. Last week, we focused on understanding the market—why it’s important to recognize the cycles and challenges we’re all facing, and how this isn’t the first time we’ve been through something like this. If you haven’t had a chance to listen yet, I highly recommend you go back and catch that episode when you can. It’ll lay the foundation for everything we’re covering this month.
Now, let’s talk about the elephant in the room: that sense of uncertainty that makes us all want to go back to bed – hide our heads in the sand or just plain give up for the moment.
Please don’t by the way – you probably saw that coming. It’s okay to feel unsure right now, and you’re definitely not alone. But what if I told you that this is actually a huge opportunity to strengthen your business? Yes, you heard me right!
Because today, we’ll focus on Staying Connected to Your Audience—and trust me, this might just be the most important thing you can do right now. So here’s the big question: How do you stay connected when everyone else seems to be scrambling? That’s exactly what we’re about to explore. Stick with me, and I’ll share exactly how you can use this time to build stronger, more meaningful connections with your audience, no matter what’s happening around you.”
So let’s talk about The Importance of Staying Engaged with Your Audience
When times are tough and the market feels unpredictable, it can be tempting to go quiet or retreat into the background. Take a break, take a rest, go on vacation and worry about it later. But as a business owner, maintaining visibility, and quietly building behind the scenes, is vital—even when no one is buying. The key to thriving through uncertain times is simply showing up consistently.
Here’s a key point: you don’t have to be out there pushing for sales all the time. Right now, it’s about showing up for your audience. They need to know you’re still there, still committed to what you do, and still ready to support them through this uncertainty. It’s not about selling—it’s about creating value, offering support, and being an empathic presence.
For example, in my coaching, memberships, and digital courses side of things , I focus on continuing my free podcast and newsletter. This gives my audience regular touchpoints, and while I’m not pushing a sale, I’m still giving them helpful content. I offer low-cost and even free opportunities so they can make progress, no matter how slow it may feel right now.
On the other side of my business where I focus on mixed media collage with fabric and fibers, I use social media platforms like Pinterest to keep sharing inspiration, new techniques I’m exploring, and what’s sparking creativity in me right now. I’m not trying to actively sell pieces, but I do need to stay visible and show them that I’m still learning, growing, and engaging with the creative community.
And the best part? This is the perfect time for you to think about how you can do the same in your business. You might not be making major sales today, but your audience is paying attention to who is showing up consistently. So ask yourself: how can I keep engaging with my audience without always pushing to sell? What value can I offer to keep them involved, even when the times are tough?
Now you may be asking - How do I really connect with them during these slow times? If you’re not seeing the sales right now, there’s so much more you can gain in terms of insight by simply listening. This is where things start to shift.
The first step: focus on feedback. When sales are down, it’s the perfect time to listen more closely to your audience. Pay attention to the comments, messages, and conversations happening around you. People are still talking, even if they’re not buying. Maybe they’re sharing frustrations, or asking advice, or commenting on what they want or need. So, get into the habit of paying attention to these little moments of feedback.
If you want to go deeper, think about using tools like surveys or polls to get a more structured sense of where your audience stands. What are their current struggles? What do they really want to solve right now? You’d be surprised how much clarity you can get from a few simple questions. People often want to be heard, especially when they’re feeling uncertain. This is the time to open up those channels and hear what they’re saying.
That’s the outward facing trick, but here’s where the magic happens: shift YOUR mindset. When sales aren’t happening, it’s easy to get caught up in the "I’ve got to sell more" mentality. But what if we shifted the focus from "selling" to simply understanding? When you really listen to your audience—without judgment—you’re not just gathering data; you’re building trust. You’re showing them that you care about more than just their wallets; you care about their needs. Whether it’s something emotional, like wanting to feel more put together, or something practical, like needing a tote with way more pockets, this is where you can really connect. You’ll be surprised at how much people are willing to share when they know you’re truly listening.
As you listen, it’s a perfect time to refine your offerings. Even if sales are slow right now, you have the opportunity to reassess what you’re offering and make sure it aligns with what your audience really needs. For example, if you’re a sewist designing custom garments or accessories, maybe there’s a demand for more affordable or functional products during tough times—think items that help people feel good without breaking the bank. Or if you're making things like tote bags, scarves, or dolls, perhaps people are looking for unique, handmade gifts or practical items that brighten their day. You could even tap into seasonal trends or find ways to personalize your creations more. Use this time to adapt, to pivot, and to refine your products, so when things do pick up, you’re ready with exactly what your customers want.
This phase isn’t about pushing for sales; it’s about being there and staying attuned to what people need. It’s about showing them that you care enough to listen and adjust. And when the market picks up again, you'll have an audience that’s not only loyal but eager to buy what you’ve built.
Alright, we’ve talked about staying connected so that your audience knows you and they like what they see - now let’s move on to one of the most crucial pieces of the puzzle: building trust. In times of uncertainty, trust is everything. And guess what? Trust doesn’t just show up on its own—it’s something you have to nurture, especially when things aren’t moving at full speed.
One of the easiest and most effective ways to build trust is through regular check-ins. It’s important to show up consistently in your audience’s world. You don’t have to be constantly pitching your products. Instead, focus on value—whether that’s through personal content, behind-the-scenes peeks, or sharing a fun, real moment from your workspace. Maybe you made a mistake on a project, or you’re having a breakthrough with a new technique—share it! People relate to you more than they’ll ever relate to your "perfect" curated content. When you show up authentically, it makes your audience feel like they’re part of your journey, and that makes all the difference.
Remember, people buy from those they trust, and trust is built one small step at a time. Consistency is key. Keep putting yourself out there and showing up for them. This isn’t just about visibility—it’s about being a constant, dependable presence. Trust takes time, but if you’re committed to showing up consistently with value, it will come.
Now, let’s talk about personal connections. This is where openness can really take your relationships to the next level. You don’t have to have everything figured out, and you don’t need to present yourself as perfect. Sometimes sharing your struggles makes you more relatable and connects you deeper to your audience than showing only the polished moments. If you’ve had setbacks, share them. If you’ve learned something that’s helped you, share that too. People love to support other REAL people. The more personal and authentic your content, the more your audience will feel like they know you—and ultimately trust you.
Don’t know what to share? For sewists like us, this can be a fear of ours.
Here’s a tip - think about related topics that could spark interest or inspiration for the people who buy your items. These aren’t always directly tied to your product but can be incredibly valuable to your audience. For example, I often share my love for fiber arts shows, or talk about a new yarn store I discovered, or even a fiber artist I admire. These might not directly sell anything, but they show your audience that you live and breathe your craft.
For those of you selling physical products, this could look like sharing content on related topics that reflect your community and interests. If you’re making dog coats, for example, it could be a post about an upcoming dog show in your area, or a piece about a local rescue organization that aligns with your brand values. You could share information about dog care, or eco-friendly pet care products—anything that aligns with your audience’s lifestyle. The point is to stay relevant to your community by giving them more than just your product. Give them something that adds value, fuels their passions, and shows you care about the bigger picture.
If you’re a sewist who makes clothing, maybe you share posts about sustainable fashion or upcoming fabric trends. If you’re a quilter, you could showcase new quilting techniques, amazing patterns, or quilting exhibitions that resonate with you. These related topics might not bring in direct sales, but they’ll build trust and deepen connections with your audience by showing your authenticity and passion for the craft, while reinforcing your expertise.
Think of this time spent as an investment in long-term relationships with your audience. Instead of focusing solely on making a quick sale, focus on nurturing the relationships you have. You’re planting seeds now for a stronger connection with your audience when the market picks up again.
Think about it this way: engagement during tough times is like gardening. You’re not going to see the results of your efforts right away, but you’re nurturing the soil for something beautiful to bloom later. When things do get better—and they will—your audience will be ready to act. They’ll remember you, they’ll trust you, and they’ll already be engaged in your journey.
When you nurture relationships, it’s about the small touches. Whether it’s a heartfelt comment, a fun post about something personal, or a small piece of advice that helps them, these are the things that build trust. When you’re not pushing for a sale, you create a genuine connection that lasts.
So, keep showing up. Keep building those relationships. You may not see the immediate impact, but just like with planting a garden, your work today will pay off in the future when you have a community of loyal followers who are excited to support you once things start to turn around.
Now, here’s your challenge for the week: show up and connect with your audience in meaningful ways. This is about making real connections with the people who support you, even when things feel uncertain. Maybe it’s starting a conversation on your social platforms, sending out a simple, heartfelt newsletter, or even just asking your followers how they’re doing. It doesn’t have to be a big move, but it has to be intentional. It’s these small actions that show you care and that you’re still there, ready to support them.
Remember, staying connected with your audience during tough times isn’t just about selling—it’s about building relationships, showing up, and understanding their needs. Now more than ever, they need to know that you’re with them. When the market shifts, those relationships will be the foundation you can stand on.
Next week, in Part 3 of this series, we’re going to explore how to “Quietly Build in the Background.” I’ll be talking about what you can do behind the scenes when things are slow to make steady progress and set yourself up for success when the market picks up again.
You’ll Still be there when the lights come back on. Stay committed to your craft during the slow times so you are even stronger when things bounce back. You’ll already be sturdy and ready to serve when your customers come back to see you.
Trust me, these are the small, consistent actions that will make all the difference.
Thanks for tuning in today. Don’t forget to take that small action and connect—your future self will thank you for it!
