Craft Marketing Tip: Different Means Better

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When you go to a craft show, what are you looking for? Couldn’t you have found it at a retail establishment? If you are like many people in the craft going public, you go to craft shows because you think Different Means Better. You don’t want to purchase the same gifts that everyone else is buying. You want to find something truly unique that says the recipient is someone special and deserves a gift that says so.

When crafters see something popular, they often go with the latest fad. How is that different from many mass-produced retail offerings? If everyone is crafting the same item, the consumer is no longer interested in the quality of the work, but only in the price. That forces everyone to lower prices to be competitive. How does that benefit anyone?

One common practice of crafters is that they make many duplicate items. Why not vary the pattern by making each item unique? That can easily be done through decoration. Include different ribbons, buttons, bows, flowers, etc. to make a hat unique. Make the same pattern in different colors or materials. Choose cotton and colorful pastel yarns for summer wear and darker, warmer yarns for winter wear. If you make the effort to provide the buyer with something unusual, than different means better. It also means that your items will stand out from the copycats.

Crafting is attractive to you, because it allows you to be creative and expressive. So be creative! Vary the free pattern you downloaded so that it fits your child, your husband, etc. by making it smaller or larger than the given pattern. Add some color by using a variety of leftover yarns. Include a rainbow of color varieties so that it will attract people who like that color. How often do you turn away from a purchase, because you can’t find a color that you like? Offer your customers several or all of the colors of the rainbow in the items that you create.

Extra effort in making your craft has another benefit. It means others will respect and admire your products. It also means that your professional results can garner higher prices. We’ve all been tempted to reduce prices. But lowering prices also lowers the value you place on your own hard work.

Granted, you shouldn’t continue to make items that do not sell well. However, try to stick to your guns to get the price you deserve on a project. Even if it takes a while, making a fair return is often worth the time it takes to find the perfect customer for your creativity. Being different can mean waiting for the market to catch up with you. This is yet another good reason to have a variety of items in a range of prices to help attract a wider group of consumers.

Packaging is another way of saying different means better. It can mean a tag explaining how you came to create what you are selling; how you selected the material you used; or even what or who inspired you to make it. Don’t be afraid to tell your story if it results in more sales. At the same time keep it brief. In a world of tweets, headlines and one-liners you don’t want to bore your potential customers.

Packaging can also mean a nice box, colorful bag or clever container. If you save your customer some time and effort, they may just be willing to pay a little extra for that service. Packaging is another way to turn what may be an ordinary item into an extraordinary gift.

Craft Marketing Tips

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