So you’ve had a disappointing pattern launch… Now what?
There is hope after a disappointing knitting pattern launch - all you need to do is investigate why the pattern didn’t perform.
There is nothing worse than spending months designing, writing and testing a knitting pattern, only to click that “publish” button and… nothing.
No sales.
Tumbleweed.
There is so much anticipation in the lead up to a pattern release! How can it all go so wrong?
This is an undeniably upsetting experience, but there is only so much wallowing we can do.
Rather than take the disappointing results as a sign that we are a terrible knitting pattern designer, it’s time to put on our lab coats and investigate why the pattern didn’t perform.
In this blog post, I’ll show you how to troubleshoot your pattern launch so that you can have more success next time.
Why do some knitting pattern launches fail?
There are many reasons why your knitting pattern might not have sold as well as you want. Here are some very common problems and ways that you can avoid them.
No one knows it exists
If all you have done is put up one Instagram post about the pattern release and wondered why no one is flocking to buy your pattern, let me tell you about “Effective Frequency”.
There is a theory in advertising that says that someone must be exposed to your “marketing message” multiple times in order for them to decide to buy. Some believe that each purchaser must hear about your product 7 times before they buy. Of course, this is not a hard and fast rule, but it’s a good place to start.
Start slowly teasing your pattern launch at least a month before its release and vary your marketing messages so that your community doesn’t get bored of hearing about it.
You might want to share sneak peeks in the lead up to your launch, photos of your test knitters wearing their finished projects and content around interesting details in your design, whether that’s an unusual construction method or a beautiful design feature. Always finish up by telling your community how they can buy the pattern.
Your pattern photography is bad
I can’t stress enough how important pattern photography is when it comes to selling knitting patterns. If your photos are cluttered, dark and show very little detail, they’re not going to attract buyers.
Since you are selling your patterns online, makers can’t pick up your sample and try it on. The photos are the only point of reference that buyers have!
You don’t need to hire someone to take your photos (although that is always nice!) but you do need to learn how to do it yourself.
Clear photos with good lighting and a non-distracting backdrop are simple to take using just your phone.
There are lots of mobile apps that make editing those photos super simple, such as A Color Story, VSCO and Lightroom. Don’t overdo it - keep your edits subtle and realistic.
Make sure you can see every aspect of your design in the photos - the front, back, side, sleeve, neckline, stitch and any special design details. That’s what makers want to see to help them decide whether to purchase.
There isn’t enough information
On your pattern page, you need to share all of the information that a potential buyer might need in order to make their decision. If they have to buy a pattern in order to find something out, they are likely not going to buy.
For example, if you have shared your sizes as S, M, L etc. without giving the body or finished garment measurements, how are potential buyers meant to know what they mean? Makers risk buying the pattern and then finding out it’s not designed in their size!
You don’t have a community yet
I often talk about building a handmade wardrobe on Instagram (@sister.mountain) because I know that the people who want to make most of their clothes would be interested in my super-wearable designs.
If you don’t yet have a community around you and your designs, you will struggle to sell many patterns.
People buy from people/brands they know and trust. Sure, you might make some sales from makers who have just discovered you but the vast majority of patterns are bought by makers in your community.
Don’t despair if you don’t have a following yet! There are things you can do to attract them, such as create content (social media posts, blog content, videos, podcasts etc.) on topics they are interested in.
For example, I design patterns that will easily slot into your everyday wardrobe - garments that are simple, stylish and easy to wear. I often talk about building a handmade wardrobe on social media because I know that the people who want to make most of their clothes would be interested in my super-wearable designs.
Another thing I encourage you to do is interact genuinely and wholeheartedly with those who interact with you. Reply to every comment, DM and email that you receive.
Find people on social media who you think would like your style of knitting patterns and build relationships with them through commenting on their content. Don’t talk to them with an agenda. Make your interactions genuine and the community will come eventually.
How to Identify the Problem With Your Own Pattern Launch
Have a Post Launch Review
About 2-4 weeks after your pattern release, take 30 minutes to sit down and reflect on how the launch went. Ask yourself:
Did I talk about my pattern enough?
Were the photos clear and attractive?
Did you give potential buyers enough information to make their decision?
Do I have a community around me and my designs?
Were there any other problems that might have affected sales?
Ask your community
If you do have people in your community, it can be helpful to reach out to those who you regularly interact with for feedback on the pattern and the marketing around it. They might be able to offer suggestions on areas you can improve on.
If you’re feeling brave, you could even do a mini-survey on Instagram Stories. You could create a poll to ask whether your followers bought the pattern and then, on the next story, you could put a question box saying “If not, why not?” that they can fill out. This could be a very humbling experience, so only do this if you are ready to hear constructive criticism!
I also want to note that not everyone who responds will be your “target customer” so don’t feel like you have to act upon every suggestion. Try to spot themes in their answers - those are the ones that have more weight and should probably be acted upon.
Make a Plan
It is up to you to decide what you would like to do with the information you have gained going forward, whether that’s persevering with your most recent pattern release or using it to improve your next.
Whatever you decide, make a list of the problems you have identified with the most recent launch and a corresponding list of actions you need to take to try and solve those problems. This is valuable information that you have gathered, however, it’s useless if you don’t act upon it.
Discussion
Have you had a disappointing pattern launch? You’re not alone - we’ve all been there! What are you going to work on to make your next launch more successful? Share your thoughts in the comments section below.
