Pumped about starting a new product line, but unsure where to start? This quick & easy 10 step process is here to help guide you through everything you need to do/know about how to create your own product line.
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As a small business owner of 12 years I release around 5-6 new product lines/year, that of which encompasses hundreds of products within each line. With that, I’ve come to understand quite well what works and what doesn’t.
This checklist will help guide you through the process of how to create your own product line on Etsy, Amazon, etc.
What you’ll learn:
- 1. Research
- 2. Creating a Product for a New Product Line
- 3. What is a SKU Sheet?
- 4. How to Make Great Product Photos
- 5. SEO for New Product Launch
- 6. Writing a Great Product Description
- 7. Listing a New Product
- 8. Add Variations to Your Listings
- 9. Pinterest Template and Pinning on Pinterest
- 10. Reoptimize & Update Constantly
Here is your Guide on How To Create Your Own Product Line
Before you create your own product line, doing even the smallest amount of research will really help you succeed in the long run.
What to research:
- Find the Demand
- Is there a need for this new product line?
- You can use my favorite method Marmalead, or type things into the Etsy/Amazon search bar.
- Browse Different Styles
- Find out why certain styles/designs are selling better than others
- What colors/shapes/sizes/etc. are doing the best?
When I want to create new birthday invite design for kids, I would start by researching what themes are popular right now, or will be in the near future. I would simultaneously have to offer this theme on all other designs that I offer as well.
i.e. If I offer baptism, birthday, baby shower invites, etc., they would all need a princess themed line as well.
PRO-TIP: Try Trello to help keep track of all the themes that you need to do research for. FREE to use!
2. Creating a Product for a New Product Line
The second, but most important part of how to create your own product line is to…create a product.
After you feel confident with your research findings, it’s time for fun.
What to do:
- Create several varieties of the main product (In this case more is better!)
- Allow the creativity to flow. Sometimes something you don’t particularly like will become your best seller.
- Get Feedback from trusted friends/family
- Save your final copy(ies) in a safe space
- If you make crafts by hand, I suggest creating a how to document so you don’t forget how you created it when it comes time to make more.
3. What is a SKU Sheet?
If you are not already familiar with SKU sheets, I’m about to make your life a MILLION times easier.
What is it?
A SKU sheet is essentially an excel worksheet with all your products saved names. Here is a visual representation for better understanding.
So, when I need to pull up a specific design, I can type that SKU into my “stationery” folder on my computer, and it will pull up the correct one for me to begin personalizing for a customer.
- Reduce scroll time
- Pull up multiple designs at once
- Keep similar designs grouped for better finding/organization (PS = “Personalized Stationery,” KS = “Kids Stationery,” etc.)
It may seem time consuming to go copy and past the SKU, however, the SKU is actually within my listing as well. Meaning when someone purchases a design, it shows me what the SKU is so I can just pull it up easy-peasy.
Additional Note: This will also make things easier if you need to make any changes to a product listing!
4. How to Make Great Product Photos
The whole point of creating a new product line is to get people to buy it, am I right? In order to do that, you’ll need to learn how to take product photos. Or pay someone to do it if you are able to.
Here are some great product photos for inspiration:
How to start:
- Step 1: Create Multiple Product Photos
- Take and choose your photos
- Create 2 or more photos of each product (the more the better)
- Each photo should be a little different (ink color, photo angle, lifestyle vs plain white background, etc.)
- Step 2: Create Info-Graphics
- If you have different ways to customize a product, make sure the customer knows all their options.
- Show color options, font options, size comparisons, weight, etc.
- Anything a customer may ask should be answered within your photos or product description.
If you want to get fancy you can even create product videos. I just started getting into these and my customers are loving it!
PRO-TIP: Add a banner to your photos that say “Multiple Color Options” “Best Seller,” “Free Shipping” etc., to grab their attention! This can be done on Canva.com. (See Blog Post for more info)
5. SEO for New Product Launch
You're halfway there! Step 5 of how to create your own product line is technically research part 2.
SEO (Search Engine Optimization) research for your product will vary according to what platform you are listing on. What may work for Etsy, may not work for Amazon, or your website.
Good SEO Practices:
- Make sure your product title/description/tags accurately describe the product you are selling
- If not your conversion rates will drop
- Copy another listing of yours
- If you like the SEO on one of your other listings, you can copy it onto the new one.
- BUT, only if the SEO is almost the SAME and describes the product
PRO-TIP: Take your time with this step. You want people to be able to find your awesome new products!
Looking for more on SEO? CLICK HERE
6. Writing a Great Product Description
Yes, PEOPLE DO READ DESCRIPTIONS. No matter what you've heard you need descriptions for your products. This is a step you are also going to want to take your time on. The more information you have in your description box the better.
Why do I need a good product description?
- Describe your product in detail
- Answer questions customers may have
- Reduce friction to buy
- Save your butt!
What should I include in my product description?
- Personalization choices
- How to personalize
- What information the seller needs
- + more
PRO-TIP: You can add up-sale links in your description to encourage the customer to buy matching items
Good Product Description Examples:
7. Listing a New Product
On to step 7 of how to create your own product line is listing the product for sale. It's time to get rewarded for all the hard work you did in steps 1-6!
My listing process includes working with a SKU sheet. This helps by giving me a list to go off of. Once I've listed an item, I mark on the SKU sheet which platforms that product has been successfully listed on already.
Tips After Listing:
- Create a list of things left to do for each product (ex: "do SEO," "create 1st photo," "finish description," etc.)
- Keep updating your products! If you found newer SEO tactics that will help your product get found easier then edit it!
PRO-TIP: A lot of these platforms allow you to copy a previous listing. If you do this, then make sure that you are changing the necessary details from the previous listing to the one that you are currently working on.
8. Add Variations to Your Listings
While you are listing your products, it is important that you add the appropriate variations to your listing.
What are listing variations?
Listing variations are the different ways you can presenting the same product to a customer.
For example: I sell stationery and in the photos I provide I offer about 2-3 different versions of the same design. Each have different ink colors, or different envelopes paired with them. This helps the customer see the product in more ways than just one.
PRO-TIP: You'll soon notice that on Amazon they let you have numerous variations, but etsy only allows you 2, so choose wisely!
9. Pinterest Template and Pinning on Pinterest
Once you have finished listing your products, I HIGHLY recommend using Pinterest to further help your products be seen.
- Pin your best product photos
- Create a Pinterest Template
- This includes your product photo in the middle with text on top and bottom.
- Below are some examples of a Pinterest Template:
PRO-TIP: These images can be created easily on Canva.com . I recommend doing research on layout and design before posting!
10. Reoptimize & Update Constantly
You may think your work on how to create your own product line is done now, but it has actually just begun. In order for your listing to do well, and continue doing well, you have to constantly:
- Research within your product line like in step #1
- Check up on it a few times a week
- Ask: "Is my product still in demand?"
- Change up your SEO if needed
- Ask: "Does my product live up to, or is it better than its competition?"
PRO-TIP: Keep in mind that there is no immediate answer to why you product may not be doing well. There are many factors working together and finding the secret formula will take time and experience.
I hope you feel a little more guided in creating a new product line after this post. Feel free to JOIN THE GROUP of small business sellers if you have any further questions. We love to help!