Two weeks ago I posted about getting serious about my wallet brand, Whitstable Craft Co, in the run up to Christmas and Black Friday. Here’s how it’s going.

Website and product offering

The website got a well needed refresh. I wanted to make it clearer what the core offering was, now I’m happy with the four main wallets in the store. The intention being to launch limited releases of these four products with different leather types in the future. Theres now an “from the bench” section of the site, containing some wallets I’ve made for content, or those that have cosmetic defects that I can discount (no point letting a scratch get in the way of a product that’s going to last a lifetime). The site is now fresh with new photography, copy and swagger.

It feels like I’ve just cleared out my desk when it’s been building up with crap for weeks. Very satisfying.

The growth plan

Now I’ve cleared my desk, I’m full sending distribution. Reaching out to the biggest hustler I know, Sabba, who runs the Sequoia-backed VEED.io (you’re welcome for the backlink, dude), we hatched a plan. I asked him how he’d make $20k with Whitstable Craft Co in 60 days:

The founder, worth over $100m, thinks organic social content is the way to do it…

Yes, it’s not revolutionary. But why try something new when this tried and tested growth model is there for e-commerce brands? I think I was expecting a silver bullet, some new untapped marketing channel. It doesn’t exist. Get hustling. The message was received. 

So I’ve kicked off filming videos and posting them. I’m three days into doing this, and early signs aren’t promising. 

Calm down James, You’re three days in.

I’m giving myself 30 days of low-performing content before I start to worry. Let’s build that “shipping” muscle and learning how to make short form native content.

See them on TikTok and Instagram here (pls follow).

Short form vs long form

We also discussed if it was worth investing in short form social content or long form YouTube content. The conclusion; short form = quicker wins, lower impact, long form = slow burn, bigger impact.

Right now momentum is the priority, so trying to perfect one long form video a week vs seven short videos doesn’t feel like the right thing. Both can likely be done in tandem, but with the expectation that YouTube won’t be the priority so don’t expect it to take off.

Other things

I’ve got an ad in a local paper which I’ve done before. It doesn’t drive large results, but a single sale pays it back and supporting local media feels nice. My lovely girlfriend has drafted a PR pitch for media outlets and influencers that we’re going to reach out to this week. I’m not expecting much from PR as a small brand but keen to give it a shot. Finally, I’ve sponsored my 5-a-side team so football can become a business expense.

Getting excited about this brand again fills me with joy, honestly. Seeing people happy with wallets from my brand - there is no better feeling.

ps - readers of this blog get a 20% discounted rate on wallets, because you are my friends. This is the only blanket discount I'm gonna do on products, because being a discount brand = bad. I'll still do promotions, but I'm trying to make it a little different.

Around the internet

Used to share links of things I've seen on the internet this week that I think others might enjoy, so here's some more:

  • Skiing Down Everest - truly impressive human feat. Kudos to Red Bull for making this happen. Amazing this stuff is just free on the internet.
  • How I stopped using my phone for 30 days - You might have seen this video, but the results are insane. I truly believe we are f*cking up our brains and focus with our phones, but we can't do anything about it - me included. Desperately trying to stay away from this addiction device to improve my focus. Failing miserably. 
  • I spent $43k on iPhone accessories and these are the best - I hate clickbait titles, but can't help but respect them when it's actually true. I've seen a few of this guy's videos and the depth he goes into these tests is a craft. I fully trust his opinion on anything iPhone accessories because he goes above and beyond to test them. An unreal amount of work must go into these videos. Same goes for Podcastage, who reviews podcast equipment.
    • FYI this is actually a cognitive bias called the "labour illusion", where people perceive products or services as more valuable when they are shown evidence of the effort involved in their creation or delivery. Learned that from my buddy Phill Agnew, of the podcast Nudge (episode of Indie Bites with him out soon).

Quick Q - my girlfriend had an idea for a podcast (her first side project, I am very proud), called "Out of Crisis". A show which analyses the biggest corporate PR crisis all of time and what she'd do, as a PR crisis management expert, differently. The twist - PR newbie James will be co-hosting, asking all the silly questions. Would you listen?