Show Buyers What They’re Really Here For — You
Last week, we talked about powerful words that help sell your creations. If you missed it, check out the big list I shared—it might be the spark your holiday marketing needs! Today, though, let’s dive into a common website slip-up that can make potential buyers click away before they get a chance to fall in love with your work.
Here’s the mistake: Not realizing how interesting you are to potential buyers.
Think about it: anyone can buy a cheaper, mass-market version of what you make. With the click of a button, they can have something “similar” delivered in a day. But if they’re on your website, they’re there for a reason—because they care about quality, craftsmanship, and the story behind what they’re buying. They’re not just purchasing a product; they’re investing in the experience, the thoughtfulness, and the artistry behind it.
These are the customers who value creativity, who understand that your handmade work has a deeper worth. Buyers who look for the cheapest option aren’t your ideal buyers anyway. But those who care about craftsmanship? They want to know more about you.
Who Are These Buyers, and What Are They Really Looking For?
Some of your customers might be frustrated artists themselves. They’ve dreamed of a creative life but find themselves working in a corporate job or other structured setting. By purchasing from you, they’re vicariously stepping into that creative life they long for.
Others simply appreciate the art, the passion, and the unique experience your handmade work offers. They want to surround themselves with pieces that make them feel something—pieces that tell a story they can share with others.
Both of these groups want you to be present on your website because your vision and process are a huge part of the value they see in your work. If you’re absent or shy about showing up, you’re missing out on the chance to connect with the very people who’d love to support your work.
How to Fix This Slip-Up and Share Your Story
Don’t worry, you don’t need to make yourself the main act. But think of yourself as the “backup vocals” to your products—always there, supporting the spotlight that shines on your creations. Here’s how to make that happen:
Add Photos of Yourself and Your World Make sure your About page, Home page, and other parts of your website include snapshots of you, your workspace, and the tools you use. Show them where the magic happens—whether it’s your cozy, cluttered studio or the materials you use.
Let Your Audience In on Your Process Create blog posts, social media updates, and newsletters that pull back the curtain a little. Share photos of prototypes, sketches, your favorite tunes in the studio, or your messy desk. Even the things you find ordinary or dull may be fascinating to someone else.
Help Them See the Value in What You Do Handmade isn’t just “handmade”—it’s a perspective, a way of life, and a commitment to quality that’s hard to find in mass-market items. Show that to your audience by letting them see not just the product but also the thought process, experiments, and dedication behind it.
Remember, your buyers are looking for more than just beautiful items—they want to support the artist who made them. Let them in, show them a bit of the “you” behind the magic, and make them feel like they’re part of your world.
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