Hey Reader!

Happy Thursday aka Eduletter day!

I've been having the BEST time with my coaching clients lately, talking about social media strategy, selling art, building their businesses... you know, all the fun stuff.

And I noticed something interesting.

Actually, scratch that. I noticed something consistent.

Every single person I've talked to (and I mean EVERY. SINGLE. ONE.) struggles with the same thing when it comes to social media:

They know what they're "supposed" to do, but it's either not working or feels completely overwhelming.

Like, they've heard all the advice:

• "Post consistently!" ✓
• "Use trending audio!" ✓
• "Show up authentically!" ✓

They're doing the things. They're showing up. They're posting their patterns.

But then... nothing.

The licensing companies still aren't responding. The POD sales are still crickets. The Instagram engagement is still meh.

And they start wondering: "Am I doing something wrong? Is my art not good enough? Should I try TikTok instead?"

Here's what I've realized after these conversations:

It's not that the advice is wrong. It's that it's incomplete.

Everyone's telling you WHAT to do, but nobody's explaining the actual strategy BEHIND it that makes it work for selling art specifically.

So today, I'm sharing two frameworks that completely changed how I think about social media as a pattern designer. And I promise you, these aren't the same tired tips you've heard a thousand times. Because I know that feeling:

Our first tip is about why art directors might be ghosting you. And the second one is about a massive shift that happened on Instagram in the last few months that most pattern designers have completely missed.

Ready?

Let's dive in.

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🍓 @clairelee.art – Love You Berry Much: Style: Flat, whimsical charm with a hand-drawn look that screams stationery aisle bestseller. Theme: Everyday love with a fruit-forward twist—timeless and adorable. Looks great on: Greeting cards, notepads, wrapping paper, kids’ apparel. Show them some love on IG

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🌼 @celabrancoart – Despertar Collection: Style: Painterly florals with energy and movement—has that boutique brand storytelling feel. Theme: Uplifting and joyful—perfect for spring or wellness-centered products. Looks great on: Bedding, gift bags, weekly planners, journals. Show them some love on IG

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👻 @daniellechandler.design – Ghoulfriends Forever: Style: Super clean icons with scalloped framing—gives that sticker sheet meets cozy-core vibe.​ Theme: Cute Halloween with just enough “spooky” to work across age ranges. Looks great on: Throw pillows, flannel pajamas, fabric by the yard. Show them some love on IG

So here's what I've learned from all these coaching conversations:

The problem is that most social media advice is designed for influencers, lifestyle brands, or coaches, not for people trying to sell their art.

When you're a pattern designer trying to get licensing deals or POD sales or Product sales, the rules are different. The strategy is different. And the typical "growth hacks" everyone talks about? They're solving the wrong problem.

So instead of giving you another content calendar template or telling you to "be more authentic" (whatever that means), I'm going to share two specific strategies that actually work for selling patterns.

Tip #1: The 7-11-4 Rule: Why Art Directors Ghost You (And How To Fix It)

Okay, I want you to think about what happens when an art director gets your pitch email.

They see a random person’s work for the FIRST time and have no clue who you are.

And you’re saying, want to license my art?

Aka trust you with their brand, their budget, their reputation, and potentially their job security... as a complete stranger.

Would YOU hire a complete stranger for something that important?

Yeah, me neither.

But!!!! There's actually a formula for building trust, and it comes from a serial entrepreneur Daniel Priestley. He calls it the 7-11-4 rule:

Before someone trusts you enough to do business with you, they need:

• 7 hours of exposure to you and your work
• 11 touchpoints (interactions with your content)
• 4 different locations (platforms/formats where they see you)

Wild, right? SEVEN HOURS.

But think about it: when was the last time YOU bought something expensive from a brand you'd never heard of? Probably never. You research, you read reviews, you watch videos, you check their Instagram.

By the time you buy, you've spent HOURS with that brand.

While many of us did not know how many, there seems to finally be an average. Seven hours.

The same applies to selling your art.

The idea is NOT that everyone needs seven hours, but that if they do, do you even have enough content for them to spend that much time with you?

For most of my coaching clients, the answer is No.

Here's What This Looks Like for Pattern Designers:

When an art director finally opens your pitch email after you've built your 7-11-4, here's what happens in their brain:

"Oh! I've seen her work before! She's the one who does those gorgeous geometric patterns. I think I saw her process video last week... and didn't she comment on that design trends post? Her portfolio site was really professional when I checked it out..."

Suddenly you're not a stranger. You're someone they already know, maybe even like, and kind of trust.

Your conversion rate just went from 2% to 30%. Same patterns, same pitch. The only difference? You did the trust-building work FIRST.

How to Build Your 7-11-4 (Without Burning Out):

The 7 Hours: Make Yourself Bingeable

This isn't about creating new content every single day. It's about having a library of content that EXISTS so when someone discovers you, they can deep-dive.

Think of it like Netflix. When you discover a new show, you can binge the whole season. That's what you want for your work:

• Portfolio website with 15-20 collections (browsable for 2+ hours)
• Behind-the-scenes process videos showing your creative workflow (5-10 minute videos)
• Blog posts or Instagram carousel posts about your design philosophy
• Case studies showing how your patterns work on real products
• Saved Instagram stories organized into highlights

And you know what we don't realise?

You create this content ONCE, and it works for you forever. Every new person who discovers you can immediately spend hours with you.

The 11 Touchpoints: Show Up Where They Already Are

Art directors aren't actively searching for you (wouldn't that be nice though?). So you need to show up where they already spend their time:

• Instagram posts showcasing your work
• LinkedIn posts about pattern design, trends, AI, and your take on it
• Thoughtful comments on industry posts and design conversations
• Emails (to show up one-on-one)
• Portfolio website updates

And these touchpoints don't have to be salesy. In fact, they shouldn't be.

You're just being visible, being helpful, being memorable.

The 4 Locations: Be Omni-Present (But Strategic)

Don't just exist on Instagram. Be discoverable across multiple platforms:

1. Instagram: for visual discovery and behind-the-scenes
2. Your website/portfolio: for professional presentation
3. LinkedIn: for industry credibility and connecting with art directors
4. Email: for direct, owned communication

When someone sees you in multiple places, your credibility skyrockets. You go from "random designer" to "oh, she's everywhere! She must be legit."

Don’t take this as “I need to do so much, so I guess I can’t get successful for a long long time. 😫" Instead, think of it as finally being able to understand the game. Yes, it takes time. But it all compounds. Which mean putting effort today WILL give you results tomorrow. So everything you do, even if it means posting and getting 5 likes, will pay off.

Tip #2: Instagram Isn't Social Media Anymore – It's Your Second Website (And You Need to Treat It Like One)

Here's something that changed in the last few months that most pattern designers haven't caught onto yet:

Instagram is no longer just a social media platform. It's a full-blown search engine.

And I mean that literally.

As of October 2025, Instagram posts now show up in Google search results. Your captions are searchable. Your bio is searchable. Even your name field is searchable.

Instagram has basically become Pinterest meets Google meets your portfolio website, all in one app.

Here’s What Changed (And Why It Matters for You):

Before (Instagram as social media):

• Post pretty pictures
• Hope people stumble upon you
• Pray the algorithm shows your work to the right people

Now (Instagram as search engine):

• People actively SEARCH for "floral patterns for fabric"
• Your post shows up if you optimized it correctly
• Art directors find you through Google searches
• Customers discover you like they would find a website

This is MASSIVE for pattern designers.

Because art directors aren't just scrolling Instagram hoping to find you anymore. They're literally typing "geometric surface pattern designer" or "vintage floral licensing artist" into the search bar.

And if you've optimized your profile? You show up.

So here’s how to Optimize Your Instagram:

#1: Your Name & Username Are Now Keywords

This is the single biggest change most people miss.

Your Instagram name (not username, your actual NAME field) is now searchable like a Google search.

What most pattern designers do:

• Name: "Sarah Johnson"
• Username: @sarahjdesigns

What you should do:

• Name: "Sarah Johnson | Surface Pattern Designer"
• Username: @sarahjpatterndesign

This way, when an art director searches "surface pattern designer" on Instagram OR Google, you actually show up in the results.

Same goes for your bio. Don't just say "I love creating art 🎨"

Instead: "Licensing-ready pattern collections for home decor & stationery | Specializing in vintage florals & modern geometrics"

Now you're searchable for: licensing, pattern collections, home decor, stationery, vintage florals, modern geometrics.

#2: Your Captions Are SEO Gold (Stop Wasting Them)

Instagram captions are now fully searchable, too.

That means every single caption you write is either helping people find you... or making you invisible.

Old way (social media thinking): Caption: "New pattern drop! 🌸✨ What do you think?"

New way (search engine thinking): Caption: "New vintage floral pattern perfect for fabric design and home decor. This seamless repeat pattern features hand-drawn roses and would work beautifully for bedding, curtains, or wallpaper. Available for licensing to home goods brands."

See the difference?

The second caption is packed with searchable terms and when art directors or customers search ANY of those terms, your post has a chance to show up.

#3: Treat Each Post Like a Mini Landing Page

Since your posts can now show up on Google, think of each one as a tiny webpage selling your work.

Every post should answer:

• What is this? (geometric pattern, floral collection, etc.)
• Who is it for? (home decor brands, stationery companies, fabric lovers)
• What can they do with it? (licensing, purchasing on Spoonflower, etc.)
• How do they take action? (link in bio, DM for licensing, etc.)

This doesn't mean every post needs to be salesy! But it means you're thinking strategically about how each post represents your BUSINESS, not just your art.

#4: Your Profile = Your Storefront

Before, your Instagram profile was like a business card. Now, it's your ENTIRE STOREFRONT.

People can find you through Google. They'll land on your profile. What do they see?

• Is your bio clear about what you do and who you serve?
• Do your highlights showcase your work professionally?
• Does your grid look like a cohesive portfolio?
• Can someone immediately understand how to work with you?

If someone lands on your profile from a Google search for "licensing ready pattern designer," and your bio says "✨ Creating magic ✨ Coffee lover ☕ Dog mom 🐕"...

They're gonna bounce.

But if your bio says: "Pattern designer specializing in licensing-ready collections for home decor brands | Portfolio: [link]"

Now they know exactly what you do and how to move forward.

Okay, so at this point you're probably staring at your Instagram bio thinking: "Great, now I need to rewrite this whole thing... but where do I even start?"

I get it. Writing about yourself is awkward. Writing about yourself in 150 characters while also being searchable AND authentic? That's just cruel.

So here's the fastest way to nail it without spending an hour agonizing over every word:

I use this ChatGPT/Claude prompt all the time, and it's been a lifesaver:

Hi ChatGPT, I'm looking to create an engaging and SEO-optimized Instagram bio, keeping in mind the character limit of 150. My focus is [insert your specialty - e.g., "surface pattern design for licensing" or "floral patterns for home decor" or "POD pattern designer"]. My current bio is [paste your current bio, or write "I don't have one yet"]. The problem with my current bio is that it doesn't effectively communicate what I do or help people FIND me when they search for pattern designers. Could you help me rewrite my Instagram bio to be: Searchable (includes relevant keywords like "pattern designer," "licensing," "home decor," etc.) Clear about what I offer and who I serve Authentic to my brand voice Within 150 characters Includes a clear call-to-action Specifically, I'd like it to highlight [mention 2-3 things like: "that I create licensing-ready collections," "I specialize in vintage florals," "I'm available for brand collaborations," etc.]. Please give me 3 different options to choose from.

Instead of staring at a blank bio field trying to be clever AND searchable, you get multiple options in seconds that you can customize.

The key is being specific about:

1. Your specialty (what makes you searchable)
2. Your audience (who you serve)
3. Your goal (licensing, POD sales, collaborations, etc.)

Then pick the one that feels most "you" and tweak it!

Pro tip: After you get your options, you can ask the AI: "Which of these would rank better in Instagram search for someone looking for a pattern designer?" It'll tell you which keywords are strongest.

This single prompt can transform your Instagram from invisible to discoverable in less time than it takes to drink your morning coffee.

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Oh, and these strategies work together!

Instagram SEO helps people FIND you.

The prompt makes sure you do this part well.

The 7-11-4 rule helps them TRUST you.

And together? They turn your social media from a frustrating time-suck into an actual business-building tool.

So no excuses, first name.

It’s time to be strategic about showing up in a way that actually leads to sales.

Before you go update your Instagram bio (I know you're thinking about it!), I'd love to know:

Which part of this hit home for you? The 7-11-4 Rule – I've been trying to sell to strangers without building trust first The Instagram SEO shift – I had NO idea Instagram was now a search engine Both resonated but I need help implementing (hit reply!) Neither – I need help with something completely different

I read every single email I get, and I genuinely want to help you wherever you are in your pattern design journey.

And I can do that well, when you also do you part (share your struggles with me).

Until next Thursday, keep showing up strategically!

Aaaand whenever you're ready, here's how I can help you ⬇

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