July/August 2024
UNLOCKING HOLIDAY PROFITS LEVERAGING THE ROTARY WITH LASERS
HOW TO CREATE A SUCCESSFUL PINTEREST ACCOUNT FOR YOUR BUSINESS
COLLABORATE, CONQUER, CONNECT AND CRUSH IT!
BOB WASHBURN’S JOURNEY OF COMPASSION AND INNOVATION
TOP 5 MISTAKES TO AVOID IN 4TH QUARTER
Aeon
GS2 Awards
H & H Creations Tampa
Hogg Outfitters
Houston Acrylic
Johnson Plastics Plus
Laser Design Club
Laser Map Maker
Monarch Pine
Thunder Laser
Welcome to the latest edition of Laser Focused, marking a new chapter under Will Louie’s ownership. We’re excited to continue our journey with you, bringing fresh insights, innovative ideas, and practical tips to help you succeed in the dynamic world of laser crafting.
As we gear up for Q4, traditionally the busiest and most lucrative time of the year, this issue is packed with articles designed to help you make the most of the season. Whether you’re creating unique gifts, holiday decor, or expanding your product line, our contributors have shared their expertise to ensure you’re well-prepared.
Additionally, I’m thrilled to introduce a new column, “Doing Good Business By Doing Good Works.” This feature highlights the benefits of integrating social responsibility into your business model. Not only is it a way to give back to the community, but it also enhances your brand’s reputation and can lead to increased customer loyalty. We’ll showcase stories of those in the laser community making a difference and perhaps spark some ideas on how to incorporate charitable efforts into your business.
As we embark on this new chapter under fresh leadership, our dedication to being a central hub for laser business information, skill development, and business growth remains steadfast. We’re here to stand by you at every stage, providing resources and inspiration to help you flourish.
Publisher Will Louie
Editor Robin Roberts
Creative Director
Victor Havens
Copyright ©2024
Laser Focused Magazine
Thank you for being part of our community. Let’s prepare to make this holiday season the most successful one yet!
Laser on!
you’ve ever trawled Etsy for new design files to make for your holiday customers, chances are you’ve come across one of Missa’s designs. There’s no missing them –customizable designs, excellent product photos, and a lot of documentation.
1 2 3 4 5
Sara Hartlage gives a great answer to the question of how you store earrings already on paper cards:
For current styles, I use a large display. For backstock and out-of-season styles, I use scrap paper boxes. Found on Amazon here: https://amzn. to/3wQZe1P
Project with 3M on the back not cutting through? Here are two tips for better results:
Aimée White: I’ve applied the 3M before cutting then cut with the 3M on the top side and reverse the art.
Sam Ludwitzke: Adjust your speed by 3-5, and it should help make sure it cuts through okay.
When using magnets to hold down material in your Glowforge laser bed, be careful to choose magnets that are not overly powerful. Overly powerful magnets can interfere with the printhead and cause an Air Assist Fan Error, stopping your project in the mid-print. Of course, always make sure your air assist fan is clean as well!
I keep small pieces of scrap material on the top side of my machine and place my magnets on them. This way the magnets are easier to pick up off the metal top but still stay in place between uses.
— Robin Roberts
One way to clean lasered leatherette is to use an Instant Shine Sponge. They clean and shine leather and vinyl. Make sure you have the neutral version versus a color. They do a great job! https://amzn.to/3UQm9SI
Have a Tip or Trick you want to share? Let us know! Click Here!
If you’ve ever trawled Etsy for new design files to make for your holiday customers, chances are you’ve come across one of Missa’s designs. There’s no missing them – customizable designs, excellent product photos, and a lot of documentation. From her background as a marriage and family therapist to her time as a professional photographer, Missa Braund-Allen (pronounced like “pond”) has poured her values and expertise into making project files and designs that are not only beautiful and creative, but come from the heart as well.
Though Missa is one of the most recognizable laser designers online, she confesses that it wasn’t always a dream of hers. “There was a time where I didn’t even know what an SVG or a raster was.” Before getting into lasers, Missa explored various media, such as painting and pen & ink art. For her, art was always about the experience of making. If it turned out pretty, it was a nice bonus, but it was never Missa’s focus. “That’s part of why I became an art therapist – it’s just intrinsically good, I think, to be creative.”
Missa’s parents encouraged her artistic inclinations from a young age. “Growing up I didn’t always have the right words for my feelings. Art was a really lovely way for me to process things and express myself... [Still,] everybody told me artists don’t make any money. I also really love people and relationships – and giving advice – so I looked into art therapy, and by the time I was a junior in high school, I knew I wanted to be an art therapist.”
Missa got her bachelor’s in psychology, after which she worked in community mental health. Soon after, she went to grad school for art therapy as well as marriage and family therapy. “It’s been a really lovely career. I’ve loved my clients and my work.” In 2013, Missa started her private practice, and soon saw a need for more therapists in her community. She partnered with another colleague to start an internship program hosting master’s level therapists. This was a sweet spot for Missa – doing what she loves, being her own boss, helping other therapists, and helping provide low-cost counseling and therapy for her community.
The Great North
Missa didn’t go through all these momentous life changes alone, though. Missa told us about meeting her now-husband in her home state of Alaska, right after she graduated college.
“My mother really wanted to buy me a piece of jewelry from herself and my late grandmother, so we went to the mall... and a very cute boy was working the jewelry counter. The ring ended up breaking, and since I thought he was cute, I ended up going to Jeff to fix my jewelry.”
After 19 years the couple is still going strong. Jeff, now a physical therapist, and Missa love the outdoors, kayaking, camping and enjoying the natural environment of the Pacific Northwest, where they now live with their 7-year-old daughter. Even their parents moved down from Alaska to be closer to family!
Mom-to-Laser Pipeline
Family is everything to Missa. It’s not hard to imagine how much having her first child changed Missa’s life. In addition to the “ooey-gooey, lovey-dovey” that invariably comes with having a kid, there are significant changes to the time you can allocate to work and hobbies.
“I was also working my businesses, and there wasn’t a lot of spare time to be making art.” Missa’s craving to re-engage with her creative side was
part of what drew her to try lasers: “a really cool thing that Instagram said would be easy to use!” (Hopefully you get as much of a chuckle from that as we did.) It took a few days before Missa thought: “Wait, it’s a beam of fire. In my house. What was I thinking?!”
After seeing Instagram ads for the Glowforge, Missa decided she wanted to get one and see how she liked it – purely as a hobby item. And though he was initially concerned about the number of tchotchkes that might pile up around the house, Jeff surprised her that Christmas with her first laser – a Glowforge Basic. “I was kinda nervous about it – I hadn’t done the research to purchase one. I battled Inkscape and I battled a bunch of crappy files that hardly worked, and made a lot of earrings.”
Missa was excited to share her new creative outlet with friends. “I just wanted to share. I would just post on Facebook things I had made.” Before long, she had friends buying from her. Even so, Missa describes her approach to making at that time as more incidental than intentional. “I was trying to learn the machine – it didn’t come naturally to me. I kinda got my toes wet and then ended up not knowing where to go with it, not having the skills yet to do what I wanted to do. And that was a frustrating place to be. [So] When my kid would go down for a nap, or at midnight when she was sleeping, I would just squeeze in learning this new thing into little pockets of my life, because I wanted to make something.”
“My now laser bestie Darryl came onto the scene – I didn’t know him yet, but I asked him about the design program he was using. “I want to do more, and I’m really struggling right now.” He gave me a great pep talk and encouraged me to get Illustrator. Then I stopped making things altogether and learned Illustrator.” Missa used Youtube tutorials, hunkered down, and focused on learning the tools that would take her where she wanted to go.
Even one of Missa’s most popular products, the dangles, were the result of experimentation as she worked hard to learn the tools of the design trade. “The little family ornament I created was actually me teaching myself a function in Illustrator. I was trying to learn by making – using the shape tool and pathfinders. I posted it and it got really popular!”
Missa says it took about 6 months to feel like she had a grasp on the tools available to her in Illustrator. Still, she doesn’t feel overly proficient. “It’s such a huge program, and I’m learning all the time. I think that one of my strengths is that I’m always engaged in the learning process. I don’t assume I’ve arrived – I just want to keep learning and growing.”
Additionally, Missa bought a Mira 9 in 2022, and reflected that while the Glowforge’s ease-of-use makes it a relatively accessible entry point, lasers from companies like Aeon and Thunder offer more possibilities while also demanding a lot more of their users. “It humbled me a little bit. You have to learn – to find the capacity to learn – you can’t take for granted that it’s a process. I had to
take a minute and remember that I was starting something new.”
Part of what gave Missa the time and mental space to delve deep into so many new and complex tools was her attitude. Since the lasers were primarily a creative outlet for her – a hobby, at first – she didn’t feel the pressure that many makers do to capital-P-Produce. She realized, though, that she could share the benefit of her approach with others. “Other people who might be learning lasers while having a family, or doing a second job – it made me very empathetic to the many people who don’t have the privilege to just sit and focus on one thing. Their attention, their resources, their energy is split between so much. [So I decided,] If I can shorten somebody’s struggle by 15 minutes because I put in those 15 minutes, then I want to do that.”
When Missa decided to go all-in on selling designs, it was important to her that she offer much more value to customers than just the design itself. Since she herself had, not long ago, been “that new person who didn’t know what materials to use, or to score this or engrave that,” it was important to pass along the knowledge she had uncovered. “I try really hard to lay out how much material you’re going to need, what materials I’ve demonstrated, dimensions – enough information that someone can look at that Etsy listing and make an informed purchase.”
“I also do pretty comprehensive instructions that come with a readme file, links to marketing images.” When Missa makes adjustments to a file, she makes that addition as part of what her customers
have already purchased. (A note – if you bought a file from Missa a while ago, check the readme files – you might have an updated version just begging to be made!)
Additionally, it’s important to Missa that her designs look great while not taking ages to cut. “I want it to look nice. I want it to look like it took a ton of time. But I don’t want you to have to spend a ton of time on it. I want you to be able to get it out the door and provide something unique for your customer.”
Missa admits that her designs are a bit more expensive than many others online. “I don’t sell files for 99 cents, but if somebody looks at my listing, they can see what they’re gonna get and I think they can buy more confidently. It’s terrible to buy something and then not have the materials or skills to do it.”
Of course, having great designs and thorough documentation isn’t always going to catch people’s attention as they scroll through Etsy listings. Fortunately, Missa understands the importance of first impressions.
Pretty things get people’s attention. Flyers, magazines, ads – “Things need to be presented in a way that people respond to them,” Missa says. “So much of our product is being sold without people actually touching it, so it’s really important that we give people that experience through those first couple photos – of touching it, imagining it in their space. Also, selling files: people need to know how it will turn out. If I’m presenting a photo with cat hair on it, poorly lit, that kind of stuff? People don’t respond to it. Pretty sells.”
MISSA Continued on P 13
Though Missa had worked as a studio photographer before she became a therapist, she struggled to make her product photos pop. “I was in tears trying to take these pictures. I have a lived-in house, so clearing space and finding the right lighting took So. Much. Time. It’s hard! I needed to spend less time on it. So I bought my first Replica Surface and it was immediate relief. I don’t want to spend hours laboring over photos, I want to make art. And I knew enough about lighting and composition to pick it up pretty quickly... I also bought their rolling studio. If the lighting isn’t good here anymore, I can just roll it to my front door or roll it around my yard. It solved a problem for me, and it was worth the money.”
By Diana Rochford - All Things Laser Earrings
When starting a handmade business, you dream of having a highly successful fourth quarter, and generally, in your first year, you feel a twinge of envy as you see businesses around you rolling in the orders. Well, keep working at your business, and it will happen to
you, too! The first time you are hit by fourth-quarter sales can be both exhilarating and overwhelming. Sometime around Black Friday, you feel steamrolled and wonder if having your own business was a good idea since you are exhausted and see no end in sight.
These tips are meant to help you prep for the fourth quarter. They are taken from all the things I wish I had mentally prepared for when I experienced my first overwhelming Black Friday. It was so exciting to have 100s of orders coming in a day, but I was making/packing/shipping it all, and only when I came close to a physical breakdown did I get my family to step in. They took over packing and shipping so I could focus on orders and growth to guarantee continued success.
1
Start in July/August!
For a successful fourth quarter, you need to start showcasing your Halloween/Holiday items beginning in August. Don’t be shy of using Christmas in July as a way to test products to see what will be popular. If you sell wholesale, offer a wide range of 4th quarter items to wholesalers in July with great deals to incentive early purchases and for you to start identifying what your top sellers will be.
2
Focus on Your Top Sellers!
July/August is the right time to offer a wide variety of products to test for the popularity of holiday items. But as soon as your winners for the season start to become obvious, don’t be afraid to narrow down your product choice and focus on your best-selling items. Use your time and energy to sell and market what you know is already going to sell well. As holiday sales start increasing, you will be thankful to only be making a handful of different designs versus a wide variety of products. It will save you time, and you will be able to make them more efficiently. Chase your winners and cut your losers.
That being said, don’t be afraid to pivot. If a different item starts to bring in more sales overwhelmingly, then focus on the new best-selling item.
3
Ask Friends & Family for Help and/or Hire out!
Don’t burn yourself out. Prepare to hire out some of the work during the holiday season when sales become increasingly intense. Stay focused on the tasks that bring you money (be that emails, listing items, social media, all marketing) and offload the tasks that take up a lot of time but aren’t money producing, like packaging and shipping, running your laser, and designing cut sheets). Ask your friends and family in advance if anyone would like to help you during this season, and plan to train them in advance before you start lacking time and energy. (This is a great time to enlist your partner and older children to help you. Teach your kids about the business and get them excited to start something of their own!).
4
Start Building Up Inventory of Your Most
Identify your winners and start building up inventory of your biggest sellers. Even if they are custom orders, do what you can in advance to make the process faster. Create cut sheet layouts and order inventory that will be needed so you don’t run out in the middle of 500 orders (not a fun feeling). Write down all the materials you will need and be prepared. You don’t have to blindly over-order in advance of your first fourth quarter. Instead, every time you reorder, add an extra 20% of materials to take into account an increase in orders. This is a good time to seek bulk pricing of some of the materials you know you will need and reach out to the seller to ask about bulk pricing.
5
Some businesses make a quarter to a half of all their annual sales during the Black Friday week. It always blows my mind how much is bought during that week! Prepare for the Black Friday bonanza by taking all the steps above into
consideration and be ready to reach out for more help during this week and the following weeks sending out the orders, have an eating plan ready (either meal prep or be ready to order out food), and allow yourself to breathe and take breaks so you can sustain your momentum after Black Friday.
As the holiday rush approaches, let’s get ready to turn your handmade laser business into a festive success story. Start your holiday marketing early, focus on your top sellers, and enlist help from friends and family to keep things fun and manageable. With these tips, you’ll handle the busiest time of the year like a pro and enjoy a season filled with creativity, sales, and holiday cheer. And best of all, you will still have the energy to keep your business growing after the holiday period!
Diana Rochford loves to teach and has been making and teaching jewelry making techniques for 20 years. Once she got a laser, she fell in love with the creative freedom it provides and started All Things Laser Earrings to create a positive, supportive learning environment to share techniques and help everyone create unique earrings.
Social media links: www.allthingslasererrings.com instagram: @nataliefoxstudio Tiktok: @allthingslaserearrings YouTube: Allthingslasercutearrings
(Full disclosure: Missa is a brand ambassador for Replica Surfaces.)
Missa also holds the informal (and dubious) title of Unicorn Spit Queen. This is far less gross than it sounds – if you don’t know, Unicorn SPiT is a concentrated gel stain, and Missa has made great use of it in her projects.
“I could paint with acrylic and try to mask on it, but my masking wouldn’t stick to the acrylic paint because of the plastics in it. I wanted it to look pretty, but I didn’t want it to take a long time. I can’t remember how I got into Unicorn Spit – I probably saw it in one of the groups. Then I saw some Unicorn Spit at the grocery in the little hardware section, and I grabbed one bottle - because it wasn’t cheap. It’s a very interesting product – it’s water based, and it dries kind of chalky. I found it really easy to work with. You can mask over it and the masking stays down so wonderfully.”
“Blue Thunder,” Missa adds. “If anyone wants to try Unicorn SPiT and wants to try just one color, Blue Thunder is the color. It’s this really rich royal blue with all of these wood tones. It’s just beautiful.”
Buying Missa’s designs one at a time is an option, but in August 2021 Missa teamed up with laser-bestie Darryl and our very own Will Louie to create Forge World Plus.
Missa recalls – “I was one of the people [Will] gave his time to early in the game. He was so generous with so many – so that relationship really started there. I just kept bugging them [Will and Darryl] until they were my friends.” (Missa, in her own words, tends to bother people until they become her friends.)
“Darryl and I had been toying around with some ideas. We brought Will into the conversation –there were several file subscriptions on the market, but there wasn’t a comprehensive package that included materials, blanks, files, discounts. We wanted something all-inclusive.”
Missa, Darryl, and Will launched the membership in August 2021 and are still going strong 3 years in. When customers subscribe, they receive a multitude of content. Darryl and Missa alternate months making files – “We don’t know when to stop, so
By Jeff Stockton - Upstate Laser Engraving, LLC
The holiday season is not only a time for festivities and cheer but also an opportunity for entrepreneurs and small businesses to capitalize on the demand for unique and personalized gifts. In recent years, the combination of rotaries with lasers has revolutionized the way businesses approach holiday sales. By harnessing the power of this innovative tool, engravers can unlock a world of creative solutions and generate substantial profits during the holiday rush.
Rotaries are accessories designed to complement laser cutting and engraving machines. Unlike traditional flatbed laser cutters, rotaries allow cylindrical objects to be rotated and engraved or cut with precision. This opens up a multitude of opportunities for customization on items such as bottles, glasses, pens, and cylindrical containers.
One of the most significant advantages of utilizing the rotary during the holidays is the ability to offer personalized gifts. Whether it’s engraving a loved one’s name on a wine bottle, adding custom designs to a set of glassware, or etching heartfelt messages onto wooden pens, the possibilities are endless. Personalization adds a unique touch to gifts and that sets them apart! The key is to showcase your work; in-person or digitally on social media. Most folks don’t know they need laser engraving until they see it! And don’t forget to email those previous customers as well!
With the rotary in mind our businesses can expand their product offerings beyond traditional flat surfaces. This versatility allows engravers to make offerings to a wider audience and tap into highly coveted niche markets. From customizing corporate gifts for businesses to creating one-of-a-kind wedding favors, the ability to work on cylindrical objects opens doors to new revenue streams and customer segments.
In addition to offering endless creative possibilities, rotaries also streamline production processes. By automating the rotation of cylindrical objects, businesses can achieve consistent results with minimal manual intervention. This not only in-
creases efficiency but also enables entrepreneurs to fulfill large orders within tight deadlines, essential during the holiday season’s peak demand.
Using a rotary can also enhance a business’s marketing and branding efforts. Customized holiday gifts serve as powerful marketing tools, showcasing a company’s attention to detail and commitment to customer satisfaction. By incorporating logos, slogans, or brand elements into their designs, businesses can increase brand visibility and leave a lasting impression on recipients and their customers.
From a financial perspective, leveraging the rotary can significantly boost profit margins. The ability to offer premium, personalized products allows businesses to command higher prices, increasing their revenue per item sold. Moreover, the efficiency gains achieved through streamlined production processes translate into cost savings, further improving the bottom line.
As the holiday season approaches, entrepreneurs and small businesses are presented with a prime opportunity to capitalize on the demand for unique and personalized gifts. By harnessing the power of any rotary with laser engravers, businesses can unlock a world of creative possibilities, streamline production processes, enhance marketing efforts, and maximize profit margins. Whether it’s engraving custom designs on wine bottles or personalizing glassware with heartfelt messages, the potential for generating revenue during the holidays is limitless with rotary attachments. So, gear up, get creative, and watch your business flourish this holiday season!
Jeff Stockton is the owner of Upstate Laser Engraving LLC, father to four children, and a husband to a wonderful wife of 20 years (Autumn). He offers coaching for lasers/lightburn/development and blanks to the laser world, mainly catering to galvo fiber users with coins and knives etc. He and his son Noah have a channel on YouTube: Fiber Laser Training. You can also find them on www.LaserableItems.com and TikTok: (@fiberlasertraining)
By Erica Armstrong - Pin Suite
Creating a Pinterest account to enhance brand visibility and drive traffic to your website involves strategic planning and consistent effort. Here’s a guide to help you set up and optimize your Pinterest account for long-term success.
The first step to creating a successful Pinterest in creating a business account. This provides access to analytics and advertising tools. Knowing and understanding your analytics are a very important part of creating a profitable strategy. You don’t have to run ads on Pinterest to get your pins seen. But having the option to run ads later on is a good idea.
You also want to make sure that your profile is optimized. You can optimize your profile in a few easy steps:
• Profile Picture: Use a high-quality logo or a professional headshot (Headshots make a more personal connection to your customer).
• Username: Ensure it reflects your brand name. Use a main keyword that describes your business as well. This will help you be found in the search for your niche.
• Bio: Write a concise, keyword-rich bio that clearly explains what your brand offers.
• Website: Add your website to enhance credibility and gain access to website analytics.
You can add all your profile information under settings in your Pinterest account.
Pinterest is a search engine and uses Search Engine Optimization (SEO). A big factor in SEO is keywords. You’ll need to use the Pinterest search bar and look for keywords that populate on Pinterest. This will tell you what people are searching for specifically on Pinterest.
Once you have your keywords from Pinterest you can put them in your:
• Username
• Profile
• Pin titles/description
• Board titles/description
• Pin Images as text overlay
This will tell the algorithm how to index and rank your pins in the search results.
Pinterest is a visual search engine and if you want people to stop scrolling and click on your pins, they need to be eye-catching. The image on the pin should clearly depict what the product is. If there is any confusion on if it is a physical or digital product, they may not click on the pin. Pinterest also likes vertical images. You can create those tall, 2:3 ratio pins in Canva.
After you have created your eye-catching image, you’ll want to write an optimized pin description. You will write keyword rich sentences that describe what your product is, who it is for and any other information that is important to your customer. You don’t want to make the description too long, you want them to visit your website to learn more. Give them a strop Call To Action at the end to invite them over to your website to purchase or learn more about the product. The title of your pin should be a main keyword for your product.
Pinterest boards also rank and are searchable on Pinterest. Your board title should be a keyword and your descriptions should describe what types
of pin will be found on your board. The board description should also be written in sentences that are keyword rich. I like to add a Call To Action at the end of my board description to visit my website.
Pinterest likes for you to create fresh pins (new pins) consistently. You can create multiple pins for the same URL but you need to create a different graphic. Gone are the days of creating one pin and pinning it to multiple boards. Creating one pin a day is a great way to get started but if this is overwhelming, aim for 3 pins a week. I like to create several pins at a time and use the scheduler inside of Pinterest to schedule them out. Pin to the most relevant board so you don’t confuse the algorithm and SEO. It will take a few months for you to start to see an increase in Pinterest impressions. This is normal for search engines. The positive side of this is that pins can send traffic to your website for years to come!
The main reason you want to create a business account is for the analytics. These numbers are so valuable when determining your Pinterest strategy. Every thirty days, look at which pins are performing well (impressions, saves and outbound clicks), and create more pins for them. You want to spend your time creating pins that you know will increase your visibility and send traffic to your website.
Creating a Pinterest account that boosts brand visibility and drives long-term traffic to your website involves a combination of strategic setup and consistent content creation. Regularly reviewing performance and adapting to new trends will ensure sustained growth and success on the platform for years.
Erica Armstrong is the Founder of Pin Suite. You can reach out to her at erica@erica-armstrong.com or visit the website at erica-armstrong.com
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All lasercrafting business owners know that optimizing project runtime while preserving product quality is crucial to success and profitability. When engraving, slight increases to the Line Interval setting can often result in major time savings with no loss in quality. Determining the optimal Interval to maximize both speed and quality can be a challenging process involving trial, error, and wasted material, but LightBurn’s Interval Test tool will help you get it down to a science.
When you set a layer to Fill mode, LightBurn commands your laser to engrave the entirety of a shape or shapes in a line-by-line scanning motion. Image mode works similarly, but the image is “dithered,” and the laser turns off and on within individual scan lines to produce shading. The Interval setting determines the distance between each scan line.
Laser beams have width, and their heat blooms out where they strike material, resulting in a mark that is a bit larger than the width of the beam. An optimal Interval results in no overlap and no gap between the mark made by the laser
Available in the Laser Tools menu, the Interval Test helps determine the ideal Interval value, by setting up a pattern of test swatches that will all be run at the same Speed and Power settings, but differing Intervals.
The Min Interval and Max Interval settings determine the range of intervals to test, and the Steps setting specifies the number of test swatches to output. Interval values are equally spaced between the Min and Max setting, so higher a Steps setting leads to more swatches, with finer changes in value between each one. You can also control the Size of each swatch, and select to output a Simple Fill pattern, or a Dithered Image grayscale pattern.
Once you’ve engraved the test pattern, examine it closely, and identify the swatch that has no overlap or gap between each line. If none of the swatches are perfect, identify a pair of swatches that look closest to ideal, and run a new Interval Test with Min and Max Interval set to the values of that pair.
The optimal Interval setting varies depending on material, so you’ll need to re-test with each new material you work with, but that testing time will pay dividends in the form of fast and flawless finished products.
Tyler Raps is a Support Agent, Copywriter, and one-man shipping department at LightBurn Software. For more information on the above tools, and many more, visit our documentation at https://docs.lightburnsoftware.com/index.html or email us at support@lightburnsoftware.com.
By Kim Laurence Salser Emerge Marketing Consultants
Goals and Objectives: The Treasure Map
Now that you’ve identified your audience, it’s time to set your goals. Think of these as the treasure you’re aiming for. Are you looking to boost brand awareness, drive website traffic, or increase sales? Be clear and specific. Remember, vague goals are about as useful as a chocolate teapot.
Welcome, dear reader, to the enchanted realm of digital marketing. Whether you’re a newbie or a seasoned pro looking for a refresher, this guide is your trusty compass. Let’s embark on this journey together, shall we?
Identify Your Ideal Client:
The Sherlock Holmes Approach
Before you dive headfirst into the digital abyss, let’s play detective. Who is your ideal client? Picture them in your mind: their likes, dislikes, hobbies, and even their guilty pleasures (we’re looking at you, midnight snackers!). To truly understand your audience, you need to become them.
Ask yourself:
• Who are they? Age, gender, interests, job titles, and income levels.
• Where do they hang out online? LinkedIn for the professionals, Instagram for the visual enthusiasts, TikTok for the Gen Z crowd.
• What are their pain points? What keeps them up at night, aside from binge-watching the latest Netflix series?
Some examples:
• Increase website traffic by 50% in six months.
• Generate 100 new leads per month.
• Achieve a 20% increase in email open rates.
Market Research: The Crystal Ball
Market research is your crystal ball into the world of your competitors and industry trends. This isn’t about spying (well, not entirely). It’s about understanding the landscape you’re navigating.
Conduct surveys, interviews, and focus groups. Use tools like Google Analytics, SEMrush, and social media insights to gather data. The more you know, the better equipped you’ll be to carve out your niche.
Choosing Your Channels: The Goldilocks Principle
Not all social media platforms are created equal, and not all will suit your brand. The Goldilocks principle applies here: you need to find the platform that’s “just right.”
• Website: Your digital storefront. Ensure it’s user-friendly, mobile-optimized, and packed with valuable content.
• Social Media: Choose platforms where your audience spends their time. For example, if you’re targeting professionals, LinkedIn is your stage. For the visually inclined, Instagram or Pinterest might be your go-to.
• Email Marketing: The unsung hero of digital marketing. Build a robust email list and keep your audience engaged with regular, value-packed newsletters.
The Digital Marketing Trifecta: A Symphony in Three Parts
Now, let’s talk layering. Think of your website, social media, and email marketing as a harmonious trio, each playing a crucial part in your digital symphony.
1. Your Website: The hub. All roads (or links) should lead here. Blog posts, landing pages, and service offerings should be easy to navigate.
2. Social Media: The amplifier. Share your behind the scenes, engage with your audience, and create buzz around your brand.
3. Email Marketing: The closer. Nurture leads, offer exclusive content, and drive conversions.
Content Strategy: The Secret Sauce
Content is king, queen, and the entire court. It’s what draws people in and keeps them coming back for more. Here’s how to craft a killer content strategy:
• Define Your Voice: Are you witty, formal, or somewhere in between? Consistency is key.
• Create Valuable Content: Blog posts, videos, infographics, podcasts - mix it up and keep it fresh.
• Engage: Reply to comments, ask questions, run contests. Make your audience feel valued.
Finally, let’s talk metrics. How do you know if your strategy is working? Metrics are your scoreboard. Track key performance indicators (KPIs) like website traffic, social media engagement, conversion rates, and email open rates.
Use tools like Google Analytics or other programs you may be using to monitor your progress. Adjust your strategy based on the data. Remember, the digital world is ever-evolving, and so should your strategy.
Conclusion: The Encore
And there you have it, folks! Your ultimate guide to a robust digital marketing strategy. Remember, it’s not about casting a wide net but about casting the right net. Focus on your ideal client, set clear goals, choose the right channels, and create valuable content. Track your progress and tweak as needed. Now go forth and conquer the digital realm with confidence and a dash of wit!
Kim Laurence Salser is the Silver-Haired Social Media Maven with Emerge Marketing Consultants. You can reach her at Kim@emergeintoview.com, follow her on Facebook and Instagram or visit the website, www.emergeintoview.com
By Jenn Marie, Jenn Marie Coaching and Consulting
In today’s fast-paced, competitive business landscape, the ability to collaborate effectively, overcome personal insecurities, and master networking strategies can set successful entrepreneurs apart from the rest. These skills are not just advantageous but essential in navigating the entrepreneurial journey. Here’s a deeper look into these pivotal elements and how to harness them for success.
Power of Collaboration in a Competitive World Collaboration is more than just a buzzword; it’s a fundamental aspect of thriving in the modern business environment. As competition intensifies, the ability to work synergistically with others can be a game-changer. Collaborative efforts can lead to innovation, as diverse perspectives often yield creative solutions that might not emerge in isolation.
pooling of resources, whether financial, intellectual, or technological, which can significantly reduce costs and increase efficiency.
• Expanding Networks: Working with others opens doors to new networks and opportunities that might otherwise be inaccessible.
• Enhanced Creativity and Innovation: Bringing together individuals with different skill sets and viewpoints fosters an environment where innovative ideas can flourish.
• Resource Sharing: Collaboration allows for the
To harness the power of collaboration, entrepreneurs should focus on building and nurturing relationships with other businesses, professionals, and even competitors. Strategic partnerships can lead to joint ventures, co-marketing efforts, and shared knowledge, all of which contribute to long-term success.
Insecurities and self-doubt are common hurdles for many entrepreneurs. The fear of failure, imposter syndrome, and the constant comparison with others can undermine confidence and impede progress. However, embracing these insecurities can lead to profound personal growth and professional development.
• Self-Awareness: Recognize and acknowledge
your insecurities. Understanding the root cause of these feelings is the first step toward addressing them.
• Positive Affirmations: Reinforce your self-worth by focusing on your strengths and achievements. Daily affirmations can help shift your mindset from self-doubt to self-belief.
• Mindfulness and Reflection: Practices such as meditation and journaling can help manage anxiety and provide clarity.
entrepreneurial journey and can be a powerful teacher if approached with the right mindset.
Rejection can erode confidence and trigger selfdoubt, making it challenging to stay motivated. However, how you perceive and react to rejection can determine your future success.
• Continuous Learning: Equip yourself with knowledge and skills that can bolster your confidence. The more competent you feel, the less room there is for self-doubt.
Networking is the cornerstone of entrepreneurial success. It’s not just about making connections but about fostering meaningful relationships that can provide support, advice, and opportunities.
• Be Authentic: Authenticity builds trust. Show genuine interest in others and be yourself in all interactions.
• Provide Value: Offer help, share insights, or connect people within your network. Being a valuable resource makes you a sought-after connection.
• Follow Up: After meeting someone, always follow up to solidify the relationship. A simple email or LinkedIn message can go a long way.
• Attend Events: Regularly attend industry events, conferences, and meetups. These venues are ripe for making valuable connections.
• Reframe Rejection: View rejection not as a personal failure but as feedback. Each rejection is an opportunity to learn and improve.
• Redirection: Consider rejection as a sign that you may need to change direction. It can often lead you to better opportunities.
• Develop a Growth Mindset: Embrace challenges and setbacks as part of the growth process. A growth mindset fosters resilience and encourages continuous improvement.
• Seek Mentorship: Find mentors who can provide guidance, support, and perspective. Mentors have often faced similar challenges and can offer valuable advice on overcoming obstacles.
Fear of rejection is a significant barrier that can inhibit entrepreneurs from pursuing opportunities. However, rejection is an inevitable part of the
• Self-Compassion: Treat yourself with kindness and understanding, especially during setbacks. Self-compassion helps maintain emotional well-being and motivation.
The entrepreneurial journey is fraught with challenges, but by embracing collaboration, overcoming insecurities, mastering networking strategies, and building resilience, entrepreneurs can navigate this path more effectively. These skills not only enhance personal growth but also pave the way for sustained business success. Remember, every setback is a setup for a comeback, and every collaboration is a step toward innovation and growth.
Jenn Marie, a mother of four and collaboration advocate, embodies resilience and entrepreneurial excellence in her 15 years as a business owner, coach, and facilitator. With clients representing multiple industries, she guides them to maximize their profitability, authenticity, and successes across business, balance, being, and body, inspired by her transformative journey. You can find her on Instagram and Facebook
By Jessica Trueblood, Shop Review Crew
As Q4 approaches, Etsy sellers need to buckle up for the busiest and most lucrative time of the year. When holiday shopping goes into full swing, it’s crucial to have your shop in tip-top shape to attract and convert buyers. Here’s a comprehensive guide to prepping for Q4. P.S. Planning for the holidays starts now, not in November!
Keywords and SEO: Ensure your product titles, descriptions, and tags are optimized with relevant keywords. Skip the third-party tools that have flawed data (my personal opinion) and stick to doing research on the Etsy search bar. Think about what your potential customers might search for and include those phrases.
Photos: High-quality photos are non-negotiable. Update your listings with clear, bright, and appealing images. Show your products from multiple angles and in different settings. Consider hiring a professional photographer if necessary.
Descriptions: Craft detailed and compelling descriptions. Highlight unique features of your products, their uses, and benefits. Include all necessary information - size, materials, and care in-
structions - to reduce the chances of customer queries and returns.
Inventory Management: Anticipate increased demand and stock up on your bestsellers. Keep track of inventory to avoid running out of stock during peak times. Use inventory management tools to help you stay organized.
Seasonal Products: Introduce seasonal products or variations of your existing products. Think holiday-themed items or special gift sets. Limited edition products can create a sense of urgency and drive sales. To catch seasonal holidays on Etsy, we recommend posting your items 2-3 months ahead of the shopping window!
Sales and Discounts: Plan out your sales and promotions in advance. Decide on discounts you’ll offer for Black Friday, Cyber Monday, and the holiday season. Use Etsy’s Sales and Coupons tool to set up your promotions.
Marketing and Advertising: Boost your visibility through Etsy Ads and social media marketing. Run targeted ad campaigns to reach your ideal customers. Collaborate with influencers or bloggers in your niche for wider reach.
Email Marketing: If you have an email list, now is the time to use it. Send out newsletters with updates on new products, upcoming sales, and exclusive discounts. Personalized emails can significantly increase your open and conversion rates.
Shipping: Review your shipping policies and ensure they are clear and up-to-date. Offer expedited shipping options for last-minute shoppers. Consider offering free shipping if it’s viable for your business, as it’s a major incentive for buyers.
Packaging: Holiday season calls for special packaging. Use festive packaging materials to make your products stand out. A well-packaged product can enhance the unboxing experience, increasing the likelihood of repeat purchases.
Customer Service: Excellent customer service can set you apart from the competition. Respond to inquiries promptly and professionally. Be prepared to handle a higher volume of messages and orders. Consider hiring additional help if necessary.
Shop Policies: Review and update shop policies, including returns, exchanges, and shipping times. Clear policies can help manage customer expectations and reduce potential issues.
About Section: Update your About section with any new information about your shop or products.
Share your story and connect with your customers on a personal level.
Shop Announcement: Use your shop announcement to inform customers about upcoming sales, new arrivals, and holiday shipping deadlines. Keep it updated to provide the latest information.
Analytics: Use Etsy’s Shop Manager to track your performance. Analyze your traffic sources, conversion rates, and best-selling products. Use this data to adjust your strategies and optimize your shop.
Feedback: Collect and review customer feedback. Positive reviews can boost your shop’s credibility, while constructive criticism can help you improve. Address any negative feedback promptly and professionally.
Competitor Analysis: Monitor your competitors. Analyze their listings, pricing, and promotions. Learn from their strategies and find ways to differentiate your shop.
Preparing for Q4 can be overwhelming, but with proper planning and execution, it can also be incredibly rewarding. By optimizing your listings, managing your inventory, planning your promotions, enhancing customer experience, optimizing your shop, and analyzing data, you can maximize your sales and make the most of this busy period. Happy selling!
Jessica Trueblood is an Etsy coach and strategist. She is the owner of Shop Review Crew, founder of the Etsy Underachievers group on Facebook, which provides free resources to Etsy sellers. She teaches using only Etsy best practices to ensure her students get the best information possible! She lives in Colorado with her husband, son and her Glowforge, Maxine. You can connect with her at www.shopreviewcrew.com
We are thrilled to introduce a new recurring column tailored specifically for the laser community: “Doing Good Business by Doing Good.”
In this column, we will highlight the inspiring stories of laser entrepreneurs who successfully combine their business ventures with charitable or non-profit work. Our goal is to demonstrate how your passion for laser technology can go hand in hand with making a positive social impact.
If you or someone you know is using their laser business to support a cause or give back to the community, we want to hear from you. Share your stories with us and help inspire others in the laser community to do good business by doing good.
Bob Washburn, founder of Washburn Laserworks, exemplifies the ethos of doing good business by doing good. In a heartfelt conversation, he shared how his passion for laser technology intertwines seamlessly with his commitment to training service dogs for veterans and others.
Washburn Laserworks is renowned for producing intricate laser-cut designs, including layered artwork, 3D ornaments, and custom signs. Bob’s foray into this business began with a high-powered laser and a vision to create high-quality products. However, his company is more than just about laser art; it’s also a platform for philanthropy. Bob and his wife Amanda are deeply involved in training service dogs for veterans and others through the Custom Canines Service Dog Academy in Madison, Wisconsin.
Bob’s journey into dog training started in 2018 before he began his laser business. Initially, he collaborated with a dog training facility that catered to individuals with autism. The transformative experience of seeing the positive impact on individuals’ lives led him to expand his focus to veterans. The statistics are staggering: between 18 to 22 veterans die by suicide daily, highlighting the urgent need for support. Bob’s work with service dogs aims to address this crisis by providing trained dogs to veterans and reducing their waiting time, which can stretch anywhere from three to five years.
Though he started working with the dogs before he opened his laser business, he quickly integrated
them into Washburn Laserworks. Bob frequently takes the dogs to shows where he showcases his laser-cut products. This helps socialize the dogs and raises awareness and funds for the charity. Additionally, a portion of the profits from specific products, such as military-themed hats and custom 3D ornaments, goes directly to supporting the training program.
Running a business and training service dogs is no small feat. Bob and Amanda dedicate significant time to training, ensuring the dogs are well-behaved and socialized. Their training routine includes daily drills, meal-based training, and regular visits to professional trainers. Despite the challenges, Bob emphasizes the immense satisfaction and joy derived from this work. The community aspect is vital, with regular interactions at VFW Halls, American Le -
gion posts, and various service clubs enhancing their outreach.
The impact of this dual mission extends beyond the immediate benefits to the veterans. It has also fostered a sense of community and purpose within Washburn Laserworks. The presence of service dogs acts as a powerful icebreaker at shows, drawing in potential customers who might otherwise pass by. The dogs’ stories resonate with people, creating a deeper connection between Bob’s products and his customers.
Looking ahead, Bob aims to expand his charitable contributions as his business grows. He envisions a model where a significant portion of his profits can be directed towards the charity, furthering the support for veterans. Bob’s story is a testament to the idea that businesses can thrive while making a positive social impact.
Bob Washburn’s story is a powerful reminder of the good that can come from combining business with compassion. His work with Washburn Laserworks and the Custom Canines Service Dog Academy provides essential support to veterans and enriches his business and personal life. For Bob, doing good business by doing good isn’t just a slogan; it’s a way of life. His journey inspires other entrepreneurs, proving that it’s possible to succeed in business while making a meaningful difference in the world.
If you would like more information on training dogs, please reach out to Bob or Amanda at Washburnlaserworks@gmail.com
From scoring doodle patterns to pretty floral engravings & single line files-we’ve got you covered.
Go from Novice to Expert Laser Earring Maker in 5 Weeks. Painting Techniques & Acrylic Skills. Project Based Tutorials with Resource Lists & FB Group.
Creative Designs for Inlay Earrings, Earrings, Tumbler Wraps, Leather Jewelry, & more!
Star Seller 15% OFF with THANKSLFMAG
Snark Heart: When you need the best designs to stand out from the crowd. Fun and easy laser files for makers. Click now!
Veteran Owned, Husband and Wife Team. Ornaments, 3D Illusion, Custom Design Work. All files tested on Glowforge and Lightburn, 5 Star Reviews
Earring SVG files perfect to use with acrylic! 3D Designs, Hair Clip designs and Fonts.
Wood Inlay Files, sized for 12x19 boards, instructions, SVG, PDF, DXF & EPS.
Kim and Garrett inspire laser crafters through their entertaining YouTube tutorials. They offer laser supplies, unfinished craft kits, and Foxy Hues Paints.
they’re not small file sets. I’m like, 40 options is enough! Maybe just two more...”Darryl and Missa have different design sensibilities, so this back-and-forth allows for a wider variety of files and projects. There’s even more, though: content, lives, support, discounts on other files and blanks, and giveaways. What’s more, Forge World Plus is also partnered with Cerulean Tides Acrylic (members get an exclusive 10% off) & Laser Wood Supplies (additional 10% off wood).
With subscriptions available both monthly ($29.99) and annually ($300, like getting two months free), Missa and the team work hard to make sure that the filesets alone are worth that amount. Paired with the content, support, expertise, and discounts, Missa and the rest of the Forge World Plus team hope to provide decisively more value for their members.
Wrapping up our interview, we asked Missa what projects she’s currently working on. Missa tells us about a technique she’s been working on to speed up production without sacrificing much visual quality. “It’s a layered score that’s supposed to look engraved. I’ve been working on things that look engraved, but maybe don’t take so much time. So I have quite a few designs that are a central score line, and another two score lines on each side of it, set very closely so that when the laser does them, the lines blend together. It has that nice, consistent, dark engraved look in half – or a quarter – of the time. It’s great for cutting boards.”
In regards to what inspires her to keep going in the business, Missa had this to say: “I’m a very relational person. I’m in this business to have a positive impact on people’s lives. It’s nice that I can use the earnings to support my family, and to get messages after Christmas [from customers] saying they were able to buy presents because of selling my ornaments. I’ll cry. It feels like such an honor to be part of those special moments in people’s lives, and I don’t take that for granted. Sometimes I get discouraged when I see my designs taken – you know, when people buy my designs and distribute them on a google drive. But it’s this family and this community that reminds me what it’s all about.”
While Missa says it’s important to “treat your business like a business” – scheduling hours, being realistic about your capacity to produce – she also wanted to drive home the power of building authentic, trusting relationships with your customers. “Invest in their story, take time to understand their pain points, and walk away from each other always feeling some level of positivity. I’ve always believed in engaging with customers from a place of generosity - relational, time, attention, or even something for free or discounted.”
“People are scared of failing things. I hear it all the time. I have those feelings myself! But try things, and see what happens. It can be very easy to self-limit, to get caught up with shoulda-coulda-wouldas and things that could go wrong or right. But failing and learning something is really valuable – apply it to be more effective moving forward.” “None of us are perfect, might as well try it and see what happens – and laugh if it sucks!”
For this step-by-step, we’ll be making an adorable gift card holder made from one of my scoring embellishment bundles. This project is not only the perfect solution for those last-minute gifts you procrastinated on during the busy season, but it can also be marketed in your shops as an easy gift for teachers, co-workers, and loved ones who are tough to shop for during the holidays. Giving gift cards can often feel impersonal, so adding a sweet handmade touch is always a win and makes it feel more thoughtful. Your customers will thank you for making them look good!
For your freebies, I’ve included the gift card holder file we’ll make together PLUS alternate phrasing options, the matching scoring embellishment bundle, AND the pre-made backer bundle in this pattern.
I love scoring files because they are so easy and make everything more fun. You can add embellishments to almost ANY project without the lengthy
• ⅛ inch eco-birch (or other ⅛ material if preferred) from Smokey Hill Designs
• 3M or other double-sided adhesive
• Acrylic paint pens (I like Tooli)
• Thin ribbon or twine
• Baby wipes
Download the Project https://bit.ly/LFStepJA24
time associated with engraving. I offer bundles of pre-made scoring backers that work well for signs and decor (they come in preset shapes, though the “cut to shape” tool in Lightburn is amazing for making them work on other shapes, too!), and I’ve recently started offering icon set bundles of themed doodles so you can use them for even more applications. They’re so easy to use - simply copy & paste them into your design project, size them to your desired dimensions, place them where you like, and you’re ready to go! Physical use for all commercial projects is included (no digital resale). Just a few ideas: cards, ornaments, keychains, card keepers, shakers, gift tags, tumblers, pins, magnets... the possibilities are as endless as your imagination.
My shop can be found here: samslittleshop.etsy.com
My file club and my laser design courses can be found here: samanthasdoodles.com
Start by cutting the front and back pieces of your gift card holder. You’ll want to score and engrave first, then cut your pieces so they do not shift during cutting.
Apply 3M adhesive strips to both sides of a small section of your eco-birch (approximately 1 inch by 4 inches)
Cut your spacer pieces from the areas with the adhesive tape.
Use a baby wipe to clean up your pieces and remove any char. Because we are using eco-birch, it will wipe clean easily.
Optional step: Use your acrylic paint pen to color in the engraving. Because this is eco-birch, we do not need to mask.
Once dry, use a baby wipe to wipe off the paint from around your engraving. The letters will stay filled.
Place your back piece with the design side DOWN on your table (blank side UP). Remove the protective coating from one side of your spacer pieces to expose the adhesive. Place onto the back of your front piece as shown below.
Remove the remaining protective coating pieces from the other side of your spacers, exposing the rest of the adhesive. With the design side facing OUT, place your front piece on top of the spacers and press down firmly. Be sure the sides align. Squeeze both sides together so they adhere well.
Insert the gift card into the slot you’ve created
