Welcome to the last post of my four-part pattern series! Before we get to marketing your pattern, make sure your pattern idea is original, check out my top 10 tips for pattern writing, and test your pattern!
Before we get started, I want to dispel a couple of myths about releasing patterns:
Myth #1
I want to be honest with you. Here’s the hard truth: Your pattern will not make you famous. You have to work diligently and strategically to get your pattern out there.
Some people might ask themselves, “How come my pattern didn’t take off?” or “What made their pattern so successful instead of mine?”. The art of marketing your pattern is a delicate balance. It’s promoting your design without being fake, sales-y, or annoying. So how do you go about genuinely marketing your pattern? Keep reading!
Myth #2
Releasing a pattern is never your pattern versus another designer’s pattern. It’s your pattern versus thousands of other patterns out there. No matter what, you have to work to get your pattern out there, generate excitement, and build a positive reputation for your design. Don’t get caught up in the comparison game, but focus on what you can do to differentiate yourself from what everyone else is doing.
What this all comes down to is that you have to be willing to put the work in. If you’re willing to do the work, you will have a successful pattern release. Now, let’s get to my top strategies for marketing your pattern!
The Rule of Seven
There’s an old rule in marketing that you have to see something seven times before you remember it. Now, I will admit that I’m not a scientist nor have I researched the evidence of this rule… but I can say from my own experience that there’s a lot of truth to it. It is so important to promote your pattern in a genuine way. Talk about it often, but without trying to “sell it”. Share the story of your design to give people a glimpse at the meaning behind it. Don’t talk nonstop about your pattern every single day, but do find a way to incorporate it organically into in your content.
Get Feedback
Ask your audience questions and get feedback to see what they would like best. One of my favorite ways to get feedback when I’m working on pattern designs is to take a photo of my swatches and use an Instagram poll in my stories to see which texture people like best. This not only gives you feedback, but invites your audience to be engaged in your design process.
Tell the Story
Your story is the most powerful thing you have. The story and inspiration behind your pattern is what makes it different and unique. While your design has to be appealing, the story behind it will help it stand out and make it memorable.
Generate Buzz
You know what’s better than talking about your own pattern? Having others talk about it! It’ll mean even more if other people are talking about your pattern instead of just you. Encourage and engage in conversations about your pattern. Not sure how to do this? Your testers are probably the second closest people to the project aside from you, so ask them to mention it for you!
Make a Checklist
I have a specific checklist that I use for every single pattern release. It keeps me organized and ensures I don’t miss a step in the weeks and days leading up to my pattern release.
Be Excited!
Show your design some love and let people know how excited you are to release the pattern out into the world. Because at the end of the day if you’re not in love with your design, why would anyone else be?
I hope you enjoyed this educational series on patterns!