🎧 Listen to this blog post as a Podcast instead: #45 - Marketing has changed since 2020. Here's what's working now (backed by research)

📱 Marketing as we used to know it has changed! If you've noticed a decline in sales or you're struggling to connect with your audience, this episode is for you!

🛍️ Steph discusses how the pandemic has change the shopping habits of our customers and why understanding your target audience is more crucial than ever. She highlights the importance of not competing solely on price and encourages handmade business owners to explore what they are truly selling beyond the physical product... dig into your USP (unique selling point).

🚀 Steph illustrates how to identify the real benefits your products offers customers. Whether you're selling jewellery, art, or any handmade item, this we will help you redefine your marketing strategy and connect with your target audience on a more meaningful level.

Why Your Marketing Might Not Be Working (And How to Fix It!) 

🌟 Feeling like your handmade business isn’t getting the attention it deserves? 

🚨 Noticing a dip in sales or engagement? 

💡 Wondering why your old marketing strategies don’t seem to work anymore? 

You’re NOT alone! Marketing has changed dramatically since 2020, and if you’re still using the same old tactics, you might be missing out on huge opportunities.

We’re diving into why marketing has shifted—and what you can do to make sure your handmade business thrives! ✨

🚀 1. The World Has Changed—Have You? 

📅 Pre-2020: Marketing was all about consistency—post often, run ads, and people would eventually buy.

📅 Post-2020: People are more selective about where they spend their money. They want meaningful purchases, not just impulse buys.

💡 What This Means for You: 

✅ You need to connect with your customers emotionally—they’re looking for brands they trust and feel aligned with.

✅ Your messaging needs to go beyond just “Here’s my product!” and focus on why it matters. 

🛑 If your marketing feels “off” lately, this could be why!

🛒 2. You’re Not Just Selling a Product—You’re Selling an Experience! 

Think about your last favourite purchase. Did you love it just because it existed? Probably not! You loved it because:

✨ It solved a problem for you.

✨ It made you feel something—excited, confident, inspired.

✨ It fit into your lifestyle or values.

💡 The same goes for your handmade business! Your customers aren’t just buying a bracelet, a candle, or a print—they’re buying the meaning behind it.

EXAMPLES: 

🕯 Selling Candles? → You’re selling a calm, cozy moment after a long day.

💍 Selling Jewellery? → You’re selling confidence and self-expression.

🎁 Selling Gifts? → You’re selling thoughtfulness and connection.

💬 ASK YOURSELF: What FEELING does my product give my customers? That’s what your marketing should focus on!

⛔⛔⛔⛔

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💰 3. Stop Competing on Price—Focus on VALUE Instead! 

💡 A BIG mistake handmade business owners make? Thinking they need to be the cheapest to get sales. 

🚨 Truth bomb: People don’t buy because of the lowest price—they buy because they see VALUE.

Instead of lowering your prices, ask: 

✅ What makes my products different? (Materials, process, personalisation?)

✅ How does my brand stand out? (Sustainability, meaning, handmade charm?)

✅ Why do people love my products? (Look at reviews—what do they mention most?)

🔑 Your customers WANT to pay for quality! Show them why your brand is worth it. 

📌 Example: Instead of saying “Handmade Soy Candle - $15,” say:

✨ “A hand-poured, all-natural soy candle designed to bring peace to your evenings. Infused with calming lavender & chamomile to help you unwind after a long day.” 

Which one sounds MORE valuable? The second one, right? That’s the power of marketing!

📊 4. Understand Your Target Audience (Like, Really Understand Them!) 

🤔 Who is buying from you? (Not just “women” or “gift buyers”—go deeper!)

Think about: 

👩‍💻 Their lifestyle (Busy moms? Work-from-home creatives?)

🎯 Their struggles (Need self-care? Hate fast fashion? Love unique gifts?)

💸 Their buying habits (Luxury shoppers? Budget-conscious gift buyers?)

💡 Your marketing should speak DIRECTLY to them. The more specific, the better! 

📌 Example: Instead of “Buy my handmade earrings!” try…

✨ “Tired of mass-produced jewellery? These one-of-a-kind, handwoven earrings are perfect for adding a unique touch to your everyday style!”

🚨 See how that speaks to a specific buyer? THAT’S how you make marketing work!

📢 5. What to Do Next: Your Action Plan 

🎯 Here’s how to tweak your marketing so it ACTUALLY works: 

✅ Step 1: Get Clear on Your Value → What makes your products special?

✅ Step 2: Shift Your Messaging → Focus on emotions, experiences & value.

✅ Step 3: Speak to Your Target Audience → Make your content about THEM, not just your products.

✅ Step 4: Stop Chasing “More Followers” → Instead, build genuine relationships with the ones you have!

✅ Step 5: Try It! → Implement these changes and watch what happens!

Final Thoughts: You’ve Got This! 💪 

Marketing doesn’t have to be hard—it just needs to be intentional. 

So take a deep breath, make a few tweaks, and watch as your audience starts connecting with your brand in a whole new way! 

📌 Which of these tips are you going to try first? Let me know in the comments—I’d love to hear your thoughts! 💬✨

Love Steph xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.

🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!

💰 I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.

✨ Join the HBSA waitlist

✨ Free resources: Want to make headway in your business but don't want to pay yet? You're in the right place! 

✨ Work with us for deeper transformative results

✨I go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here

That’s all for now! Be sure to subscribe and follow us on IG for announcements of new videos, workshops, content and more.

Love Steph & Team HB xox