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	<title>Visibility Archives - Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy for craft businesses</title>
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	<description>author &#124; storyteller &#124; curator &#124; artisan business mentor</description>
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	<title>Visibility Archives - Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy for craft businesses</title>
	<link>https://tapiwamatsinde.com/category/visibility/</link>
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		<title>The benefits of doing your own PR to promote your artisan business</title>
		<link>https://tapiwamatsinde.com/the-benefits-of-doing-your-own-pr-to-promote-your-artisan-business/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Thu, 05 Jun 2025 10:30:00 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://tapiwamatsinde.com/?p=8202</guid>

					<description><![CDATA[<p>Think of PR and a product placement in a magazine or a TV interview come to mind....</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/the-benefits-of-doing-your-own-pr-to-promote-your-artisan-business/">The benefits of doing your own PR to promote your artisan business</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>Think of PR and a product placement in a magazine or a TV interview come to mind. These are the typical long-standing PR activities used to spotlight a product, service, business, cause or person by creating opportunities to be seen and build credibility in the eyes of the public. While that sounds straightforward enough, PR is often viewed as a gatekeepered activity that only well-connected professionals are qualified to do. That may have been the case in the past, but technology has challenged the status quo by diversifying promotional channels and providing tools that enable greater access to media contacts. As a result, doing your own PR to promote your artisan business has become easier. </p>



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<h3 class="kt-adv-heading_c3ad36-4b wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c3ad36-4b">What is PR?</h3>



<p><br><strong>PR, or Public Relations to give it its full title, is the act of sharing positive information about a business with the public to create a favourable impression</strong>. PR helps build a reputation by shaping how your audience views your business. PR also involves how you manage your information by controlling the messages you put out and where and how you do this.</p>



<h3 class="kt-adv-heading_5aed43-28 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_5aed43-28">Doing your own PR comes with several benefits:</h3>



<h3 class="kt-adv-heading_c6c74b-78 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c6c74b-78">1. It&#8217;s cost-effective</h3>



<p>PR agencies can be expensive. If you are a small craft business with a modest promotional budget, hiring a PR agency can wipe out your funds before any meaningful return has been realised. As you begin to promote your craftwork by doing your own PR, you get to understand the nature of building media relationships. You also get valuable insights and advice on your messages, helping you to fine-tune them across all your marketing activities. </p>



<p>It makes sense to work with an agency when you are ready to take your business to the next level and have the funds to do so. This is something to consider when you want to focus on other areas of growing your craft business. At this stage, having navigated PR for yourself, you can confidently hand off the task while keeping an eye on things.</p>



<h3 class="kt-adv-heading_0ff376-65 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_0ff376-65">2. It&#8217;s easier to find contacts yourself</h3>



<p>PR is all about connections and contacts with the people who can give you the right PR opportunities. When working with a PR agency, yes, you are paying for their expertise, but you are also paying for <em>indirect</em> access to their contact database. You don&#8217;t get direct access to the agency&#8217;s media contacts, which means you have no way of building a relationship with that specific contact who likes your work, unless they contact you themselves, which could put you in violation of your agency agreement. And, if you find yourself unable to continue with the agency, you lose access to their contacts. </p>



<p>The major advantage of doing your PR is that you get to build your own database and foster direct relationships with your PR contacts. Online access- digital and social platforms have made it easier than ever for you to find journalists and publication details. This works both ways, because sharing your work also helps journalists find and reach out to you. Offline has its advantages too, as networking brings people together, and printed publications often share journalists&#8217; social handles. </p>



<p>Acknowledging that some media contacts can be elusive, again, when you are ready and can afford to do so, you can work with an agency with a much better understanding of what you need from their services.</p>



<h3 class="kt-adv-heading_784392-2f wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_784392-2f">3. You&#8217;re not restricted to a PR agency&#8217;s hierarchy</h3>



<p>As a small business, you can get lost in a PR agency that has clients more established than you. This means they may not always give you their full attention. And, if the agency has similar businesses to yours on their books, you could be competing alongside them for a PR opportunity when your account manager selects who to put forward. An agency also gets to decide if it&#8217;s worth putting your product forward based on their opinions. </p>



<p>When you manage your PR, you get to control the products you want to promote and who to send the press releases and pitches about them to. </p>



<h3 class="kt-adv-heading_b68651-64 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_b68651-64">4. You know your business</h3>



<p>If anything, one of the key benefits of doing your own PR is that no one knows your business better than you. You create the products or work closely with the people who do. You know the materials, processes, skills, heritage, history and stories that shape your artisan business. This makes you best placed to communicate all this with passion and purpose so that the media contact can truly understand the significance of the products you want them to feature.</p>



<p>Doing your own PR requires a plan. As with anything unfamiliar to you, you will need to learn the process. If PR is something you want to do yourself, take a look at my masterclass: <a href="https://tapiwamatsinde.com/pitch-to-press-how-to-gain-media-coverage-to-create-a-more-visible-craft-business/">Pitch to Press</a>. It takes you through the exact step-by-step process on how to get media coverage for your artisan business if you want to do it yourself.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="http://Photo by alleksana: https://www.pexels.com/photo/a-stack-of-open-magazines-4271624/" target="_blank" rel="noreferrer noopener">alleksana</a>, via <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>



<p></p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/the-benefits-of-doing-your-own-pr-to-promote-your-artisan-business/">The benefits of doing your own PR to promote your artisan business</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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		<item>
		<title>How storytelling helps your craft business stand out in a crowded market</title>
		<link>https://tapiwamatsinde.com/how-storytelling-helps-your-craft-business-stand-out-in-a-crowded-market/</link>
					<comments>https://tapiwamatsinde.com/how-storytelling-helps-your-craft-business-stand-out-in-a-crowded-market/#respond</comments>
		
		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Wed, 04 Jun 2025 10:30:00 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Storytelling]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://tapiwamatsinde.com/?p=7940</guid>

					<description><![CDATA[<p>Contemporary craft is a busy sector, with makers, artisan businesses and stores all promoting their handcrafted creations...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/how-storytelling-helps-your-craft-business-stand-out-in-a-crowded-market/">How storytelling helps your craft business stand out in a crowded market</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>Contemporary craft is a busy sector, with makers, artisan businesses and stores all promoting their handcrafted creations alongside each other in a bid to attract attention, customers and generate sales. The abundance of craftwork can make it difficult for your own work to be seen, calling for a well-thought-out visibility-raising plan. This is where storytelling can be of great benefit. Storytelling is an effective promotional tool that helps your craft business stand out in a crowded market because stories draw people in, evoking emotions that create heartfelt connections.</p>



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<p>One of the advantages of craft is the stories centred around it. Stories of the techniques, the process, the materials, the heritage, the inspiration, and the maker, the essence of which becomes embedded into the objects created. This makes storytelling a must-use, visibility-increasing component of your marketing strategy to help your craft business stand out. Brand storytelling does this in the following ways:</p>



<h3 class="kt-adv-heading_c4cb20-74 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c4cb20-74">1. Establishing a USP</h3>



<p>In marketing, there is what is known as a Unique Selling Point (USP). In other words, what makes your business, product or service different from similar offerings in the marketplace? Your USP is the thing that sets your craftwork apart. And the stories you have to tell about your craft contribute to shaping your USP. Your USP will help you develop a strong brand identity that encompasses your mission, purpose, values, messaging, graphics, craftwork characteristics, and so much more.</p>



<h3 class="kt-adv-heading_3918ad-ad wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_3918ad-ad">2. Becoming memorable</h3>



<p>A distinctive USP, in turn, makes your craftwork memorable. People remember stories over facts, and when the story of your work resonates with them, they will find it easier to recall what you do. By sharing the stories centred around your USP, you strengthen the customer connection to your work. This is important because connections will help you engage with your customers, building relationships that lead to trust and loyalty.</p>



<h3 class="kt-adv-heading_d4a504-42 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_d4a504-42">3. Generating awareness</h3>



<p>Being memorable generates brand awareness. When your audience becomes more familiar with your work and story, they start to recognise what makes your craft unique, your signature style. As a result, your craftwork immediately stands out to those who are drawn to what you do and why you do it.</p>



<h3 class="kt-adv-heading_2573c5-f9 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_2573c5-f9">4. Creating emotional connections</h3>



<p>Brand awareness leads to emotional connections as the people who come to know and connect with the story behind your craftwork become more invested in what you do. When people buy into your story, emotional connections form. They start to appreciate your work as being more than just another product, viewing it as something meaningful to their lives. This is the reason why storytelling is a powerful brand asset. Stories can fire up the imagination, touching people on a deeper level in ways other marketing strategies cannot.</p>



<h3 class="kt-adv-heading_35f3a8-38 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_35f3a8-38">5. Building Trust</h3>



<p>Emotional connections build trust. Trust turns audiences into customers. The people who buy your products and then tell others about you. Trust occurs when people believe in what you say and do. Building trust requires consistency in the messages you share and how you show up and present your work. Gaining trust is a gradual process as people come to know more about you. Building trust requires exceptional customer service skills because the way you treat your customers can make or break their trust in your craft business.</p>



<h3 class="kt-adv-heading_b37ef6-8f wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_b37ef6-8f">6. Gathering a community</h3>



<p>Trust gathers a community of loyal followers who willingly support and believe in what you do. Having a community puts you in a position of influence to inspire and motivate others for the better. Influence comes with responsibility, and when used to good effect, it can lead to acts of positive impact that extend beyond your business, community and industry, leading to even more stories to tell.</p>



<p>If you are fed up with your handcrafted products being invisible and want to learn how to use storytelling to help your business stand out from the crowd, read <a href="https://tapiwamatsinde.com/harnessing-the-power-of-storytelling-in-your-craft-business-to-help-you-create-better-customer-connections/">Harnessing the power of storytelling in your craft business to help you create better customer connections</a>.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="https://www.pexels.com/photo/yellow-bokeh-photo-949587/" target="_blank" rel="noreferrer noopener">rovenimages.com</a> sourced via <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>



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			</item>
		<item>
		<title>How I find and select makers and artisan businesses for opportunities that promote and showcase their craftwork</title>
		<link>https://tapiwamatsinde.com/how-i-find-and-select-makers-and-artisan-businesses-for-opportunities-that-promote-and-showcase-their-craftwork/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Tue, 27 May 2025 10:30:00 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://tapiwamatsinde.com/?p=8185</guid>

					<description><![CDATA[<p>My work as a writer and independent curator is centred around shining the light on global craft...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/how-i-find-and-select-makers-and-artisan-businesses-for-opportunities-that-promote-and-showcase-their-craftwork/">How I find and select makers and artisan businesses for opportunities that promote and showcase their craftwork</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>My work as a writer and independent curator is centred around shining the light on global craft and design. Being able to find and select makers and artisan businesses for opportunities that promote and showcase their craftwork is the central part of my job. I am always seeking out new, up-and-coming names or the latest creations by established makers and artisan-led brands. I keep my eyes and ears open as I never know when and where I will stumble upon names to add to my ever-expanding directory of those to know. Names that I then write about on my blog or for magazines or share with the galleries, craft fairs and other cultural institutions I collaborate with.</p>



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<p>There are several different channels I always use to help me find and select makers and artisan businesses for profile-raising opportunities. In this post, I am sharing some insights into how I find designers, makers and artisan product businesses so that you can use the information to inform your marketing, PR and brand positioning strategies.</p>



<h2 class="kt-adv-heading_5df35a-b4 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_5df35a-b4">Finding a maker or artisan brand</h2>



<h5 class="kt-adv-heading_c6d2f1-39 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c6d2f1-39">My personal, curated directory</h5>



<p>I&#8217;ve been working in the contemporary craft and design industry for over 15 years and have built up a database  of contacts that includes craft business owners. I often start my search for makers and artisan-led brands with those I already know, going through my directory and then seeing what those names are up to.</p>



<p><strong>Takeway:</strong> Reach out, don&#8217;t be afraid to introduce yourself.</p>



<h5 class="kt-adv-heading_8c1b2e-ea wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_8c1b2e-ea">Online search</h5>



<p>The ability to search for information online kickstarted my blogging, then writing career. I would run and still run endless keyword search engines searches, making a note of who I found. Google is my go to, but social sites such as Pinterest and Instagram are at the top of my search list too. I use variations of keywords and phrases related to who and what I am looking for for the project I would be working on, i.e. pottery studios in Bath.</p>



<p><strong>Takeaway:</strong> SEO and keywords are an important part of your marketing strategy.</p>



<h5 class="kt-adv-heading_85a7a5-3b wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_85a7a5-3b">Events</h5>



<p>Craft fairs, tradeshows and exhibitions are great places to learn about emerging and established makers. They are opportunities to see craftwork in-person. If the maker is in attendance I can introduce myself and reconnect with those I already know.</p>



<p><strong>Takeaway:</strong> Even if you are not showcasing make the effort to visit events that are relevant to your craft. Talk to people, because seemingly random conversations can reveal you&#8217;re talking to a curator, decision-maker etc.</p>



<h5 class="kt-adv-heading_30a3a3-42 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_30a3a3-42">Recommnedations</h5>



<p>One of the best ways to find and select makers and artisan businesses is through recommendations from my network. I could be having a conversation with a designer and they mention someone whose work I &#8216;<em>absolutely have to</em>&#8216; check out. Or a &#8216;<em>do you know&#8230;</em>&#8216; conversation starter can lead to &#8216;<em>&#8230;tell me more</em>&#8216;. When events I listen out for names people are talking about and afterwards I go and look them up. The point is when your work makes an impression please take note.</p>



<p><strong>Takeway:</strong> Network and maintain contact with your customers and connections.</p>



<h5 class="kt-adv-heading_b1e5e2-b0 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_b1e5e2-b0">Publications</h5>



<p>As I mentioned, I never know where I&#8217;ll come across craftwork that catches my eye. Magazines and newspapers both print and digital can offer up gems. Print may be traditional media, but it is still one of those mediums that draws you in. I&#8217;ll be reading something like a gift list round-up, spot an object, make a note of who its by then google their details.</p>



<p class="has--font-size"><strong>Takeaway:</strong> PR still pays.</p>



<h5 class="kt-adv-heading_236e56-e5 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_236e56-e5">Stockists</h5>



<p>Although I help stockists find craftwork or artisans to collaborate with I also find names while browsing physical and online shops, i.e. a gallery shop, interiors store, lifestyle boutique or department store. This could be in a local highstreet, shopping centre or even on holiday.</p>



<p><strong>Takeaway: </strong>Stockists can help raise your visibility.</p>



<h5 class="kt-adv-heading_c48881-83 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c48881-83">Website</h5>



<p>This may be my personal preference, but once I have a name I always refer to the maker or craft business&#8217;s website. I may follow this up with a look at their social media pages- Instagram or Facebook, but I still prefer to see and explore a website first. With a website I can cut through the distractions of digital content. A website gives me more of an insight into how professional the maker or brand really is away from the gloss of social posts. Understanding that websites can disappear, having a website makes me feel like the owner is invested in their craftwork, by putting down more stable online roots.</p>



<p><strong>Takeaway:</strong> Having a well maintained website is still a necessity.</p>



<h2 class="kt-adv-heading_69d456-de wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_69d456-de">Selecting a maker or artisan brand</h2>



<p>Once I have found a maker or artisan brand, the next step I take is to get to know a bit more about them to gauge their suitability for the project I am working on. This could be a magazine article, an exhibition or a recommendation request. My get-to-know criteria include:</p>



<h5 class="kt-adv-heading_23f509-44 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_23f509-44">Reputation</h5>



<p>Reputation is how others view your work, i.e. customers, critics, curators, collectors your peers. Regardless if you are established or up-and-coming this would be in the context of your craftwork. You don’t have to be a well known maker or artisan-led brand but I do need to feel confident that you can deliver the goods.</p>



<p><strong>Takeaway:</strong> </p>



<h5 class="kt-adv-heading_e2be88-cb wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_e2be88-cb">Product Quality</h5>



<p>Quality is one of the factors that impacts reputation. The contemporary craft market is demanding and expects a certain standard. Though its not always possible, I try to see a maker&#8217;s work in person. Alternatively, I&#8217;ll look for reviews- customer and publication &#8211; that speak to the quality of the craftwork. Events that the maker has taken part in also provide uselful clues, especially if the event is one known to have a rigourous selection process.</p>



<p><strong>Takeaway:</strong> Investing in improving and mastering craft-making skills is an on-going process.</p>



<h5 class="kt-adv-heading_0ff964-80 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_0ff964-80">Presentation</h5>



<p>How you present your craftwork in-person and online is another thing I look out for. Presentation can affect the way an audience views your hand crafted objects. Things like packaging, display props and social posts and website images are all part of the business interaction experience. They can show how much care you have towards your craft.</p>



<p><strong>Takeaway:</strong> Polish your presentation by investing in the areas that help you present your work at its best, i.e. good photography, an engaging, informative website.</p>



<h5 class="kt-adv-heading_873a74-e4 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_873a74-e4">Look for the &#8216;why&#8217;</h5>



<p>The &#8216;<em>why</em>&#8216; is the story and purpose behind a craft business. I am fascinated in the reasons a maker took up their craft, by the skills, techniques and process. This is what I enjoy writing and sharing about so that others can appreciate what goes into creating exceptional crafts.</p>



<p><strong>Takeaway:</strong> Make use of storytelling in your marketing activities.</p>



<h5 class="kt-adv-heading_772ade-1e wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_772ade-1e">suitability For The Project</h5>



<p>Some opportunities will be suitable and other will not. Any maker or craftwork that I select has to be relevant for my client or project requirements. Your skills, could be exceptional and your work beautiful, but if its unsuitable I cannot include or put it forward. That is not a reflection on your work, but a fact of business. In the case where I can&#8217;t feature or recommend maker or brand I add them to my directory, ready for when the a more fitting opportunity arises.</p>



<p><strong>Takeaway:</strong> If things don&#8217;t work out don&#8217;t take a no personally. On the other hand don&#8217;t be afraid to say no if you feel a request is unsuitable for your work.</p>



<h5 class="kt-adv-heading_1a3361-7c wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_1a3361-7c">Professionalism</h5>



<p>If I contact a maker or artisan brand with an opportunity I do expect a level of professionalism in the communication process. Making your products, managing a business or preparing for a market or event can keep you busy. I get it, I sometimes drop the ball too. But, the reality is, for the recipient having to chase for information and answers doesn’t instil much confidence in the maker or brand fulfilling the requirements of the opportunity.</p>



<p><strong>Takeaway: </strong>Be professional and organised. And keep in mind, responsiveness and timeliness pave the way for a smooth working relationship.</p>



<h5 class="kt-adv-heading_ed2e43-ce wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_ed2e43-ce">Responsiveness</h5>



<p>This is a big one for me. My work is often deadline driven, so when I contact a maker or brand with an opportunity receiving a response is appreciated. Even if you not are interested, receiving a simple message saying &#8216;this is not for me&#8217; makes such a difference. This is because I know to move on and to not keep chasing you.</p>



<p><strong>Takeaway: </strong>Courtesy impacts your reputation and the likelihood of future opportunities being offered to you. </p>



<p>As you seek to raise awareness about your craftwork and business, I hope you find the insights and tips helpful as you plan and carry out your marketing strategies. And, for more pointers on how I find and select makers and artisan businesses for opportunities, read <a href="https://tapiwamatsinde.com/how-to-catch-the-curators-eye-proven-tips-for-designers-makers-who-want-to-stand-out/">How to catch the curator’s eye, proven tips for designers &amp; makers who want to stand out</a>.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The images shown are belongs to <a href="https://www.pexels.com/photo/pencil-on-white-smartcase-near-eyeglasses-163185/" target="_blank" rel="noreferrer noopener">Pixabay</a>, sourced from <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/how-i-find-and-select-makers-and-artisan-businesses-for-opportunities-that-promote-and-showcase-their-craftwork/">How I find and select makers and artisan businesses for opportunities that promote and showcase their craftwork</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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		<title>How to share the brand stories of your craft business without losing your soul</title>
		<link>https://tapiwamatsinde.com/how-to-share-the-brand-stories-of-your-craft-business-without-losing-your-soul/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Thu, 17 Oct 2024 05:32:27 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Storytelling]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://tapiwamatsinde.com/?p=7522</guid>

					<description><![CDATA[<p>It often feels like we spend a lot of time following the ‘we should be doing this...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/how-to-share-the-brand-stories-of-your-craft-business-without-losing-your-soul/">How to share the brand stories of your craft business without losing your soul</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>It often feels like we spend a lot of time following the ‘<em>we should be doing this or that</em>&#8216; advice rather than listening to what our inner voices are telling us is right for our business. There is nothing wrong with seeking advice and guidance. However, the strategies offered are simply a starting point. At the end of the day, to make the advice work, you have to take what resonates and is relevant and adapt what you’ve learned to suit your individual circumstances. The brand stories of your craft business are there to promote your work, build customer connections, and help build trust.</p>



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<p>By now, we all know that we ‘should’ share our craft business brand stories on our website, social media platforms, and in our newsletters, but how exactly do we do this in a way that is purposeful, impactful and genuine while not feeling like we’re oversharing?</p>



<p>There is no specific strategy for this; you are the strategy. You get to decide how you show up, what you choose to share and what you prefer to keep private. And that starts with being super clear about what you will and won’t share. If being seen as the face of your artisan business is a struggle, read: <a href="https://tapiwamatsinde.com/how-to-show-up-as-the-face-of-your-craft-business-when-you-dont-like-being-in-the-spotlight/">How to show up as the face of your craft business when you don’t like being in the spotlight</a>.</p>



<p>To share the brand stories of your craft business without losing your soul:</p>



<h3 class="kt-adv-heading_502ed3-e8 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_502ed3-e8">1. Be yourself</h3>



<p>Your stories are a communication vehicle through which your audiences can get to know and connect with your personality. Everyone’s personality is different. You don’t have to shout to be heard if that is not you. It’s ok if you’re shy, it’s ok to be selective. Equally, it’s ok if you’re bold or an open book. Whether you align with the former or the latter, sharing your stories requires an element of vulnerability, and for most of us, being vulnerable is never a comfortable space to be in. The trick is to be aware of the line between telling the stories that give your audience an insight into who you are and what you do, versus giving away every single detail. Unfold your Story, our signature storytelling course, guides you through the process of doing this.</p>



<h3 class="kt-adv-heading_55dbee-ea wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_55dbee-ea">2. Be selective</h3>



<p>Sharing the stories of your craftwork and business without losing your soul requires setting boundaries by being selective about what you share and when, and how you share. To ensure you share the content you want to share, create a story bucket system of categories that you can refer back to, and keep you on track. <em><a href="https://tapiwamatsinde.com/unfold-your-story-how-to-craft-authentic-brand-stories-that-win-you-customers/">Unfold your Story</a></em> shows you exactly how to do this.</p>



<h3 class="kt-adv-heading_02d489-75 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_02d489-75">3. Be present</h3>



<p>For your stories to have effect, you need to be present, not just by sharing them but by actively giving thought to how your storytelling strategy will unfold. Shut out the distractions and give yourself the time and space to truly <em>connect</em> to the purpose and impact your stories can have, and to appreciate why telling a particular story matters when it comes to promoting your business.</p>



<h3 class="kt-adv-heading_d29583-5e wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_d29583-5e">4. Be consistent</h3>



<p>Consistency is an essential ingredient to being successful at almost anything. Consistency helps you get into a repetitive rhythm, repetition creates processes, which create ease. Again, this will look different for different personalities, working styles and circumstances. The question to answer is ‘what does consistency mean for you?’ because being ‘consistent’ by churning out content and posting multiple times a day, because that’s what you’ve been told to do, is not going to help.</p>



<p>Whether you are bubbly or reserved, the best way to share your stories is to do it your way. If you need help figuring out how to share the brand stories of your craft business without losing your soul, have a look at <em><a href="https://tapiwamatsinde.com/unfold-your-story-how-to-craft-authentic-brand-stories-that-win-you-customers/">Unfold your Story</a></em>, our expertly crafted storytelling masterclass for artisan businesses. Learn more <a href="https://tapiwamatsinde.com/unfold-your-story-how-to-craft-authentic-brand-stories-that-win-you-customers/">here</a>.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown is copyright <a href="https://www.pexels.com/photo/an-open-notebook-with-pen-5546879/" target="_blank" rel="noreferrer noopener">Cup of Couple</a> via <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>
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		<title>How to successfully start a blog and use it to promote your artisan business</title>
		<link>https://tapiwamatsinde.com/how-to-successfully-start-a-blog-and-use-it-to-promote-your-artisan-business/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Wed, 02 Oct 2024 11:12:05 +0000</pubDate>
				<category><![CDATA[Blogging for Business]]></category>
		<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://tapiwamatsinde.com/?p=7549</guid>

					<description><![CDATA[<p>I am all for blogging. I started my writing and curatorial career as a blogger and then...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/how-to-successfully-start-a-blog-and-use-it-to-promote-your-artisan-business/">How to successfully start a blog and use it to promote your artisan business</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>I am all for blogging. I started my writing and curatorial career as a blogger and then leveraged my blog to attract some incredible &#8216;I never thought would happen-to-me opportunities.&#8217; I’ve turned my blog into a book, written for and been featured in magazines, received invitations to curate prestigious exhibitions, mentored and opened doors for artisan business owners to promote their work, and even won an interior blogging award.</p>



<span id="more-7549"></span>



<p>Blogging has been a labour of love for me—a way to connect to and inspire my readers. Blogging is also the main way I promote what I do and get found on the internet. I view blogging as my essential marketing tool and seek to help artisan retailers, makers and designers who are looking to maximise the benefits of blogging to promote their business.</p>



<p>Like any new venture, if you&#8217;re starting a blog from scratch, the process can come across as daunting. If you want to start a blog to promote your artisan business, here&#8217;s my quick start guide with actionable tips to get you on your way to publishing your first post:</p>



<h3 class="kt-adv-heading_86e79e-ad wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_86e79e-ad">1. Set your objectives</h3>



<p>Before you set up your blog, I encourage you to create a plan that outlines the objective of why you want to have a blog. Your plan will keep you focused on what you need to do and help you make the decisions related to the other steps.</p>



<p><strong>Actions to take:</strong> Set aside an hour or two to jot down how a blog can help promote your artisan business i.e. drive traffic to your website, build your reputation, grow your mailing list, educate your customers about the different aspects of your work, or actually start a craft business if you haven&#8217;t yet done so.</p>



<h3 class="kt-adv-heading_6c83a0-a3 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_6c83a0-a3">2. Name your blog</h3>



<p>If your blog is not attached to an existing business website or you’re simply setting up a blog to share your thoughts or plan to eventually turn it into a business, you will need to give your blog a name. Once you have a name, proceed to purchasing the domain name of your blog name. The domain name is the address that people will use to access your blog, i.e. if your blog name is My Beautiful Blog, the domain name will be www.mybeautifulblog.com. If your blog is part of an existing website, you can still give it a name that is a bit more exciting than &#8216;blog&#8217; and include it in your menu, i.e. Journal, Stories, The Maker&#8217;s Diary, Inspiration.</p>



<p><strong>Actions to take:</strong> Spend some time brainstorming suitable blog names. Choose a name that reflects what your craft business is about. Keep your blog name simple yet memorable. If you don&#8217;t have a website, purchase the domain from a domain name registrar- this service is offered by web hosting providers. If you already have a website, come up with a list of inspiring names to call your blog.</p>



<h3 class="kt-adv-heading_b81857-89 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_b81857-89">3. Choose a web host and blogging platform</h3>



<p>A blog is technically a web page, so it will require a web host. A web host is an online-based platform that provides the software and technology needed to create your blog and/or website. Web pages are built using coding and programming languages such as HTML/CSS and JavaScript. The good news is that you do not need to know how to code to set up a blog. Web hosting providers remove the need for you to know how to code, making it much easier to set up your blog and start blogging. Web hosting providers offer several options, including shared hosting, managed hosting, and dedicated hosting. Shared hosting is suitable for beginners as it&#8217;s affordable and relatively easy to set up. Popular web hosting providers include <a href="https://wordpress.com/" target="_blank" rel="noreferrer noopener">WordPress</a>, <a href="https://www.wix.com/" target="_blank" rel="noreferrer noopener">Wix</a>, and <a href="https://www.squarespace.com/" target="_blank" rel="noreferrer noopener">Squarespace</a>. Each provider comes with benefits and limitations, and pricing options to suit a range of budgets. If you already have a website, the software to create a blog will often be a feature offered by your web hosting provider.</p>



<p><strong>Actions to take:</strong> Have a look at web hosting providers. Compare what each offers and select the one that suits your requirements. To help select, ask for recommendations from your peers.</p>



<h3 class="kt-adv-heading_374f9e-bc wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_374f9e-bc">4. Customise your blog design</h3>



<p>Most web hosting providers will provide a selection of blogging themes or templates tailored towards different industries, i.e. A booking system for a hospitality business, an e-commerce facility for retailers, and recipe functionality for food bloggers. I find that these templates tend to be limited and fairly generic in style. To find a stylish template that suits your brand personality and business needs, you can design your own template if you know how to code or purchase and install one from a designer, developer or third-party provider. Whether you choose to use your web host’s themes, buy or get one made, you will need to customise the templates with your desired layout, brand colours and typeface fonts. Where relevant, you will also need to add your brand images and information such as an about bio, contact details, and anything else that is needed or is a legal requirement, i.e. privacy policies.</p>



<p><strong>Actions to take:</strong> Select and customise a suitable theme. Review the theme demos before purchasing, and do ask questions if you are not sure about any features.</p>



<h3 class="kt-adv-heading_207bb2-1d wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_207bb2-1d">5. Create your blog posts</h3>



<p>Your blog designed, it&#8217;s time to create, upload and publish your blog posts. This is also referred to as creating content. Blog posts are the individual published entries that make up a blog, similar to diary entries. The content you create for your blog posts will comprise one or a mix of written text, images, video, and audio media, to name a few. Choose relevant, eye-catching images and graphics. It is good practice to plan out the content for your blog posts. This will help you see and keep track of what content to create and when to publish it.</p>



<p><strong>Actions to take:</strong> Set aside time to brainstorm ideas for your blog content. You want to publish posts about your business that tell the stories about the products you sell, and help your audience get to know you. Create a content calendar and populate it with ideas for the blog posts you want to publish. If you need help with crafting the stories of your business, have a look at Unfold Your Story, my signature brand storytelling course.</p>



<h3 class="kt-adv-heading_4251a3-c4 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_4251a3-c4">6. Optimise your blog posts for SEO</h3>



<p>Search engine optimisation, commonly known as SEO, is how your blog posts will get found on the internet by showing up in search engine searches. SEO is centred around using keywords. Keywords are the words and phrases that someone will input into a search engine, such as Google or Bing, to search for the information they are looking for. When you create your blog post content, you want to ensure that you include the relevant keywords to maximise the chances of your blog posts showing up in the search results.</p>



<p><strong>Actions to take:</strong> Put together a list of keywords that are related to your business, products and industry. Use these keywords in your written blog content, paragraphs and headings, and image names. Don&#8217;t overdo it, though, as that can have the opposite effect of hindering the chances of your content showing up.</p>



<h3 class="kt-adv-heading_6953c3-d4 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_6953c3-d4">7. Review and publish your blog posts </h3>



<p>When you are ready to publish a blog post, review it to check for spelling mistakes and ensure that the content flows. If possible, view the post in preview mode on a desktop, tablet and mobile screen to see how a reader will see the post, and catch any responsive errors. Once satisfied that all looks good, publish your post</p>



<p><strong>Actions to take:</strong> Run a spellcheck of your content. You can ask another person to have a read to catch anything you may have missed. Check the responsiveness of your blog post on different devices. Publish your post.</p>



<h3 class="kt-adv-heading_31b3ea-4c wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_31b3ea-4c">8. Promote your blog posts</h3>



<p>Using a blog to promote your artisan business means promoting the blog posts you create. While SEO helps with getting your posts found in search engines, you will still need to actively promote your blog posts to maximise the chances of your audience seeing them.</p>



<p><strong>Actions to take:</strong> Tell people you have a blog. Share links to your blog posts in your newsletters and on your social media platforms.</p>



<h3 class="kt-adv-heading_94a987-42 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_94a987-42">9. Maintain your blog</h3>



<p>A blog requires nurturing. Technology is always changing, and this will impact your blog. Your web hosting provider will notify you of changes, but if you use any third-party tools such as templates and plug-ins, you may need to manually update them to ensure they remain compatible with your web hosting provider’s software upgrades.</p>



<p><strong>Actions to take:</strong> Keep on top of web hosting updates. Review past blog posts for outdated content, and update where necessary. Consider refreshing your theme every few years.</p>



<p>That’s your brief guide to starting a blog. I hope you find it useful. Starting and maintaining a successful blog takes time and effort, so keep in mind that the results of blogging will take time to come through- it pays to be patient yet consistent.</p>



<p>If you dream of creating a blog that promotes your artisan business and inspires your audience turning them into customers and could benefit from a review of your existing blog or guided support to start a blog from someone who knows what it takes to build a successful, award-winning blog then do have a look at my Storytelling Services <a href="https://tapiwamatsinde.com/branding-and-storytelling-services-for-craft-businesses/">here</a> to find out how I can help.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="https://www.pexels.com/photo/person-in-white-long-sleeve-shirt-using-macbook-pro-5077047/" target="_blank" rel="noreferrer noopener">cottonbro studio</a> via <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>
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		<title>Alternative ways to market your craft business that are not social media</title>
		<link>https://tapiwamatsinde.com/alternative-ways-to-market-your-craft-business-that-are-not-social-media/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Tue, 09 Apr 2024 10:41:17 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://www.wonderfullywellmade.com/?p=853</guid>

					<description><![CDATA[<p>How you market your craft business has a direct effect on its growth and success. And when...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/alternative-ways-to-market-your-craft-business-that-are-not-social-media/">Alternative ways to market your craft business that are not social media</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
]]></description>
										<content:encoded><![CDATA[
<p>How you market your craft business has a direct effect on its growth and success. And when it comes to marketing channels, we are spoilt for choice, with social media usually being the go-to option. However, there are some of us who love social media, and some of us who can’t stand it. Whichever side of the fence you’re on, there is no denying that social media has lowered the barrier to promoting our work. Social media has provided the opportunity for anyone, regardless of budget, to create a professional online presence, carve out a niche, and reach audiences around the world with just a few clicks. It is, therefore, easy to see why social media is an attractive marketing option, especially for the start-up craft business owner. </p>



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<p>Like all promotional channels, however, social media does have its drawbacks, especially when a business user puts all their focus on a single popular platform at the expense of other ways to promote their work. This is a risky strategy as it puts your marketing efforts at the mercy of issues ranging from constant algorithm changes that can negatively impact reach and engagement, to platforms suddenly closing down. The reality of this latter point is illustrated by the news of the US threatening to ban TikTok, highlighting the drawbacks of relying too heavily on a social platform to promote your craftwork.</p>



<p>Smart craft business owners see social media as just one tool in their marketing strategy. Alongside your social platforms, it would be wise to consider using alternative promotional methods that can be just as effective, if not help generate more long-lasting impact.</p>



<p>Here are some alternative ways to market your craft business that are not social media:</p>



<h4 class="kt-adv-heading_1a0c46-ba wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_1a0c46-ba">SEO &#8211; search engine optimisation</h4>



<p>This is the process of getting your craft business found on online search engines such as Google and Bing by using the keywords and phrases that your audience is searching for. You would add these keywords and phrases to the content you create in relation to how you want to market your craft business. An SEO strategy may take longer to get results, but your promotional content could have greater longevity when compared to the fleeting posts in social feeds.</p>



<p><strong>TO DO:</strong> Identify the keywords and phrases your audience is using to search for craftwork similar to yours, then use them within any blog posts and other content on your website. This will help to boost your search engine rankings.</p>



<h4 class="kt-adv-heading_318e5d-0b wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_318e5d-0b">PR Strategy</h4>



<p>PR is a traditional way of promoting things. It is the process of getting press coverage for you, your creations and your business in newspapers, magazines, and online publications. Press coverage in the right publications for your work can give you credibility by association.</p>



<p><strong>TO DO:</strong> Identify the publications and platforms that are a right fit to market your craft business, and start building relationships with the relevant editors and journalists.</p>



<h4 class="kt-adv-heading_6b1634-a9 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_6b1634-a9">Craft Fairs, Events and Trade Shows</h4>



<p>Promoting and selling your work in person trumps social media any day. For the simple reason that it brings you directly in front of your target audience. This provides you with valuable opportunities to really get to know your customers by having more personal conversations. Also, showcasing your creations online alone cannot replace the experience of physically touching or seeing something in person.</p>



<p><strong>TO DO:</strong> From local artisan craft markets to buyers-only trade shows, explore what physical events are right for your creations and budget.</p>



<h4 class="kt-adv-heading_068617-f6 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_068617-f6">Word-of-mouth</h4>



<p>Having others tell their family, friends and colleagues about your work is a powerful promotional tool. Word-of-mouth has the benefit of your customers doing your promoting for you. Positive word-of-mouth endorsements give you credibility and help establish trust in your selling process. </p>



<p><strong>TO DO:</strong> Encourage your existing customers to tell others about your work by providing outstanding customer service and paying attention to the details. Also, ask for testimonials that you can use in your marketing materials and yes, share on your social channels.</p>



<h4 class="kt-adv-heading_bbd1a4-ce wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_bbd1a4-ce">Creative Collaborations</h4>



<p>Creative collaborations give all those involved the opportunity to tap into each other&#8217;s audiences. This can widen your reach by getting you in front of customers who may never have found out about you otherwise. If your collaborator is a high-profile individual or brand, you could benefit from any of their launch events, industry press campaigns, and other promotional activities that would be expensive to do on your own.</p>



<p><strong>TO DO:</strong> Seek out collaborators who share your values and whose work or service offering complements what you do. Ideas to get you started include a joint workshop or creating a collection together.</p>



<p>There are many ways to market your craft business both on and offline. With a bit of creative thinking and a targeted approach, you can create a promotional strategy that does not rely solely on a social media platform.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="https://www.pexels.com/photo/pictures-of-brand-design-and-color-placed-on-wall-7598020/" target="_blank" rel="noreferrer noopener">Leeloo The First</a> sourced from <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>



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		<title>Why you should consider selling high-end pieces alongside your affordable craft collections</title>
		<link>https://tapiwamatsinde.com/why-you-should-consider-selling-high-end-pieces-alongside-your-affordable-craft-collections/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Wed, 21 Feb 2024 11:54:40 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://www.wonderfullywellmade.com/?p=850</guid>

					<description><![CDATA[<p>High-end gallery-quality pieces are a great addition to a maker&#8217;s portfolio. Selling high-end pieces alongside your affordable...</p>
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<p>High-end gallery-quality pieces are a great addition to a maker&#8217;s portfolio. Selling high-end pieces alongside your affordable collections will allow you to diversify your income stream and attract different audiences. This in turn will help widen your reach and build your brand awareness. </p>



<span id="more-6961"></span>



<p class="kt-adv-heading_29b011-7a wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_29b011-7a">Here are some can’t-ignore reasons why you should consider selling high-end pieces alongside your affordable collections:</p>



<h2 class="kt-adv-heading_41d3d6-27 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_41d3d6-27">1. Improve earning potential</h2>



<p>Making and selling high-end pieces can diversify your income stream. Markets have three main pricing tiers: Low, Mid, and High. Each tier dictates how much product you can realistically make and, therefore, potentially earn in any given financial year.</p>



<div class="wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items_5dc257-6e kt-svg-icon-list-columns-1 alignnone"><ul class="kt-svg-icon-list">
<li class="wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-_ca3e21-67"><span class="kb-svg-icon-wrap kb-svg-icon-fas_caret-right kt-svg-icon-list-single"><svg viewBox="0 0 192 512"  fill="currentColor" xmlns="http://www.w3.org/2000/svg" ><path d="M0 384.662V127.338c0-17.818 21.543-26.741 34.142-14.142l128.662 128.662c7.81 7.81 7.81 20.474 0 28.284L34.142 398.804C21.543 411.404 0 402.48 0 384.662z"/></svg></span><span class="kt-svg-icon-list-text">At the low end, you are competing on cost and will have to make large quantities of product</span></li>



<li class="wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-_b8585f-34"><span class="kb-svg-icon-wrap kb-svg-icon-fas_caret-right kt-svg-icon-list-single"><svg viewBox="0 0 192 512"  fill="currentColor" xmlns="http://www.w3.org/2000/svg" ><path d="M0 384.662V127.338c0-17.818 21.543-26.741 34.142-14.142l128.662 128.662c7.81 7.81 7.81 20.474 0 28.284L34.142 398.804C21.543 411.404 0 402.48 0 384.662z"/></svg></span><span class="kt-svg-icon-list-text">In the mid-tier you are going up against retailers who can mass-produce high-quality products at affordable prices, and</span></li>



<li class="wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-_f5495d-45"><span class="kb-svg-icon-wrap kb-svg-icon-fas_caret-right kt-svg-icon-list-single"><svg viewBox="0 0 192 512"  fill="currentColor" xmlns="http://www.w3.org/2000/svg" ><path d="M0 384.662V127.338c0-17.818 21.543-26.741 34.142-14.142l128.662 128.662c7.81 7.81 7.81 20.474 0 28.284L34.142 398.804C21.543 411.404 0 402.48 0 384.662z"/></svg></span><span class="kt-svg-icon-list-text">At the high end, you are competing on quality and excellence and the desire for uniqueness meaning you can make less and charge more per object.</span></li>
</ul></div>



<h2 class="kt-adv-heading_822a36-f9 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_822a36-f9">2. Transform creative practice</h2>



<p>Creating artistic statement pieces can creatively stretch a maker. When you push yourself creatively you get to develop your gift and fulfil your potential. The ability to explore ideas best suited to one-off gallery-style pieces or create with expensive materials allows a maker to experiment and find ways to take their craft to the next level. Stylistic elements of a successful high-priced piece can then filter into a maker’s more affordable volume piece collections.</p>



<h2 class="kt-adv-heading_4df8d1-06 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_4df8d1-06">3. Build reputation</h2>



<p>Creating and selling gallery-quality pieces can help you build your brand and reputation. Reputation increases the awareness of your creations, which can help you sell your lower-priced volume pieces. Selling high-end pieces can also help you raise your prices across all your different price tiers, particularly if you’ve priced your affordable creations too low and are afraid of losing customers if you raise your prices.</p>



<h2 class="kt-adv-heading_ca83ab-5a wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_ca83ab-5a">4. Attract high-end buyers and collectors</h2>



<p>Reputation can lead to collector interest. Exceptional handmade craft and the high-end sector are a natural fit. The nature of hand-craftsmanship often means the products created will take time to make and will cost more than those mass-produced, with prices rising even higher the more artistic and individual the piece. We like to call this ‘true luxury’. A standard of luxury that is not defined solely by price but rather by the ‘money can’t buy’ attributes of honouring time, skills, people, experiences, and emotional connections. In doing so, true luxury recognises that craftsmanship and the artisan lie at the heart of luxury production.</p>



<p>If these points have got you thinking and you want to develop an actionable strategy to help you sell your high-end statement pieces get yourself a copy of our exclusive 46-page workbook and guide, <a href="https://www.wonderfullywellmade.com/the-makers-guide-to-confidently-selling-high-end-handmade-crafts/">The Makers Guide to Confidently Selling High-End Handmade Crafts</a>, which is available in <a href="https://www.wonderfullywellmade.com/the-library-resources-and-guides/">The Library</a>.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="https://www.pexels.com/photo/set-of-chisels-on-wooden-table-5711900/" target="_blank" rel="noreferrer noopener">Anna Shvets</a> via <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere please credit accordingly.]</p>
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		<title>Raise your craft business profile by focusing on these key areas</title>
		<link>https://tapiwamatsinde.com/raise-your-craft-business-profile-by-focusing-on-these-key-areas/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Thu, 11 Jan 2024 11:13:48 +0000</pubDate>
				<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://www.wonderfullywellmade.com/?p=801</guid>

					<description><![CDATA[<p>Getting seen increases the chances of attracting opportunities and selling your handmade crafts. This requires mastering the...</p>
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<p>Getting seen increases the chances of attracting opportunities and selling your handmade crafts. This requires mastering the art of raising your profile to get your craft business in front of more of your right customers.</p>



<span id="more-6960"></span>



<p>You can raise the profile of your handmade craft business by focusing on these key areas:</p>



<h3 class="kt-adv-heading_8f56c4-71 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_8f56c4-71">Market your craft business</h3>



<p>Raising your profile requires putting yourself out there and telling people what you do. Marketing is an essential part of running your business. Marketing goes hand in hand with finances because the better you are at marketing what you do the more impact it can have on the level of money coming into your business. Marketing is all about creating awareness. It helps you build trust and credibility amongst your audience and customers. Marketing involves many activities ranging from having a website to running ads, from blogging to interviews and so much more. You must choose the right marketing strategies to achieve your business goals and raise your profile.</p>



<h3 class="kt-adv-heading_c865d0-ce wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_c865d0-ce">Implement an SEO strategy</h3>



<p>SEO (Search Engine Optimisation) is the process of driving traffic to websites, specific web pages or social pages using search engines. Stats show that <em>53% of website traffic comes from organic search</em> (<a href="https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf" target="_blank" rel="noreferrer noopener">BrightEdge</a>), that is people using search engines like Google and Bing to type in what they&#8217;re looking for and click on the links that pop up. There are also about 83.5 million searches carried out on Google every day (Statista), equating to a lot of people using the search engine to find what they need. This makes SEO a powerful tool for you to use in your marketing strategy to increase the visibility of your handmade craft business and get people onto your website. If you don’t have a website yet consider getting one to showcase and share the stories of your work and help boost your SEO. Also, with the increasing use of AI, the way we use SEO is changing, so keep that in mind when creating your strategy.</p>



<h3 class="kt-adv-heading_ea618b-e8 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_ea618b-e8">Brand your craft business</h3>



<p>To brand your craft business is to package and present it in a way that helps your work stand out from the crowd. A brand creates awareness by reflecting on what your work is about and making your business recognisable to your audience. A brand includes the logo, colours, style of images and the type of stories you create. The best brands are thoughtfully considered, so take the time to design a brand that does your creations justice. Keep in mind a brand does not have to be fancy and expensive. Clean and simple works best. We have resources to help you craft your unique brand, including our signature course, <a href="https://www.wonderfullywellmade.com/refine-elevate-how-to-build-a-high-end-craft-and-design-brand/" target="_blank" rel="noreferrer noopener">The Makers Guide to Building a High-End Handmade Craft Brand</a>.</p>



<h3 class="kt-adv-heading_64fd6e-ee wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_64fd6e-ee">Create and share compelling stories</h3>



<p>One of the best ways to raise your profile is through storytelling. The stories you create and share to tell people about your craft business will do the heavy lifting of raising your profile. Meaningful, authentic stories serve to create emotional connections. Stories that connect get people talking about your creations and recommending them to their family, friends, colleagues and others. People love a good story and the humanness at the centre of the stories you create is what makes them special. In the age of AI-generated content, you have the opportunity to stand out by sharing your unique story of how your handmade craft business and creations came to be. If learning to create real brand stories is something you want to do, we’d love to help you, have a look at our signature course, <a href="https://www.wonderfullywellmade.com/unfold-your-story-how-to-craft-meaningful-brand-stories-that-win-you-customers/" target="_blank" rel="noreferrer noopener">The Makers Guide to Authentic Brand Storytelling</a>. Or <a href="https://tapiwamatsinde.com/contact-me/">get in touch</a> to learn more about our exclusive Storytelling Service for Makers and what we can do for you.</p>



<h3 class="kt-adv-heading_8e4a3b-73 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_8e4a3b-73">Promote your craftwork in person </h3>



<p>Promoting your craft business digitally has huge benefits to connecting with audiences near and far, however, don&#8217;t discount the importance of real-life connections. Take your handmade business marketing offline by showcasing your creations at in-person events such as craft fairs, markets and tradeshows. If positioning your creations in the high-end craft and design sector is your goal participating in [prestigious] events is an important part of your strategy. In-person events enable buyers and collectors to see your work for themselves. especially when high price tags are involved. The ability to view objects in person can give them the confidence to spend their money with you. Real-life events also provide you with the opportunity to network with your peers, industry leaders and journalists.</p>



<h3 class="kt-adv-heading_d45ac4-7f wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_d45ac4-7f">Unleash the power of PR</h3>



<p>One of the most effective ways to raise your profile is through PR (Public Relations). PR is the process of getting press coverage for your business and crafts through features in reputable magazines, newspapers and digital platforms. Press coverage can get your name and work in front of your desired audience quicker than solely relying on tools such as social media. With the right strategy, PR can lend your handmade craft business and creations an air of credibility, which in turn can attract more PR opportunities to keep raising your profile. A PR strategy is something you can do yourself, with a bit of planning. Our signature 2-hour course, <a href="https://www.wonderfullywellmade.com/pitch-to-press-how-to-gain-media-coverage-to-create-a-more-visible-craft-design-business/" target="_blank" rel="noreferrer noopener">The Makers Guide to Doing Your Own PR</a>, gives you all the information you need to put your PR strategy together.</p>



<p>There are many ways makers can raise awareness of their creations. The ones outlined in this post are just some of the essential areas to focus on to raise the profile of your craft business. We hope you&#8217;ve found them useful.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The images shown belong to Plann via <a href="https://www.pexels.com/photo/smartphone-displaying-photos-in-app-4565779/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>



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		<title>5 types of promotional images every maker needs in their portfolio</title>
		<link>https://tapiwamatsinde.com/5-types-of-promotional-images-every-maker-needs-in-their-portfolio/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Thu, 23 Nov 2023 15:38:50 +0000</pubDate>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
		<guid isPermaLink="false">https://www.wonderfullywellmade.com/?p=778</guid>

					<description><![CDATA[<p>Images are an essential part of brand promotion. They do the heavy lifting of selling your handmade...</p>
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<p class="kt-adv-heading_20903d-9d wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_20903d-9d">Images are an essential part of brand promotion. They do the heavy lifting of selling your handmade crafts when you are unable to sell them in person i.e. on your website or social media platform. When browsing your crafts online <strong>a customer or collector needs to have the confidence to buy something that they cannot physically touch</strong> and good imagery helps to build the level of trust required to make a purchase. This calls for a portfolio of images that can clearly communicate the visual story of you and your work. However, images alone are not enough, <strong>the images in your portfolio must also be good quality</strong>.</p>



<span id="more-6959"></span>



<h3 class="kt-adv-heading_537361-39 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_537361-39">Why it’s important to have a portfolio of good-quality images for your craft business</h3>



<p class="kt-adv-heading_b94ab0-58 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_b94ab0-58">Don’t let poor images let you down. Good-quality imagery is all about showing your products at their best. This means having to consider how you style and present your images. Unprofessional images can lower the perceived value of your work. Things like untidy backgrounds and poor lighting are not only unprofessional but distracting, taking attention away from your products. Professional imagery elevates your work and with a bit of practice is something that you can do yourself or if you can invest in a batch of professional photos that reflect your brand. </p>



<p>Good quality also refers to the <a href="https://www.adobe.com/uk/creativecloud/photography/discover/image-resolution.html" target="_blank" rel="noreferrer noopener">resolution</a> of your images. Resolution is the clarity of detail that can be seen in an image. Generally the sharper the image the higher the resolution, and the more blurry the image the lower the resolution. Low-resolution images are best suited to online/digital use and high resolution is a must for print use. Print use refers to images that can be used for say a magazine editorial or a gallery&#8217;s exhibition catalogue. In today’s world, anyone can take images with their phone, and while those images may be good enough to upload to an online platform they may not be good enough for print use. Therefore a maker’s portfolio <strong>must</strong> contain images that are suitable for both print and digital use. </p>



<p>To help you put together your image portfolio here are 5 types of images that every maker needs to have in their portfolio.</p>



<h4 class="kt-adv-heading_08801b-3c wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_08801b-3c">1. Maker Portraits</h4>



<p>These are portrait images of you the maker and any other people you may work with. Portrait images can be headshots, head, shoulder and torso shots or full-length. Portrait images are all about introducing you the maker to your audience.</p>



<h4 class="kt-adv-heading_ab2b27-d8 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_ab2b27-d8">2. Photos of your making process</h4>



<p>These are the images that show how your products are made, highlighting the different stages of your creative process. These images will show you at work and can be close-up details of your hands, and the tools and machines you work with in use. </p>



<h4 class="kt-adv-heading_1e9af2-6b wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_1e9af2-6b">3. Photos of your studio/workshop</h4>



<p>Audiences are interested in getting to see behind-the-scenes, and photos of your studio/workshop help people visualise the space where your products are created. For these types of images, include details of what your workshop looks like, the raw materials you work with, and the tools you use.</p>



<h4 class="kt-adv-heading_006c52-d4 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_006c52-d4">4. Photos of your products</h4>



<p>These are the images of your finished products. Photos of your products should be in still-life format. A common form of still-life format photography is showing your products on their own on a plain surface and background.  You can also include other objects to create a scene, but these photos should generally be about showcasing your product with no distractions.</p>



<h4 class="kt-adv-heading_343aff-2c wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_343aff-2c">5. Photos of your products in use</h4>



<p>To complement your still-life format images create lifestyle photos that show your products in use or a styled setting. Lifestyle images will help your audience visualise themselves using them and are essential for PR campaigns, magazine spreads, Lookbooks, brochures, websites and social media promotion.</p>



<h3 class="kt-adv-heading_7eceb1-e1 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_7eceb1-e1">Other things to consider</h3>



<ul class="wp-block-list">
<li>When sharing your images always include any photographer’s copyright credit details.</li>



<li>Colour images are preferred unless your brand image style uses a specific colour palette i.e. black and white.</li>
</ul>



<p>Finally, don&#8217;t get hung up on creating the perfect image or it not mirroring the style your peers have. Image styles and trends come and go, rather focus on creating a portfolio of good quality on-brand images that honour your craft by showcasing it at its very best.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to George Milton on <a href="https://www.pexels.com/" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere please credit accordingly.]</p>



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		<title>What to do if selling your high-end statement crafts to rich people makes you feel uncomfortable</title>
		<link>https://tapiwamatsinde.com/what-to-do-if-selling-your-statement-handmade-crafts-to-rich-people-makes-you-feel-uncomfortable/</link>
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		<dc:creator><![CDATA[Tapiwa Matsinde]]></dc:creator>
		<pubDate>Fri, 13 Oct 2023 18:32:00 +0000</pubDate>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Craft & Design Business]]></category>
		<category><![CDATA[Visibility]]></category>
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					<description><![CDATA[<p>The nature of hand-craftsmanship often means the products created will cost more than those mass-produced, with prices...</p>
<p>The post <a rel="nofollow" href="https://tapiwamatsinde.com/what-to-do-if-selling-your-statement-handmade-crafts-to-rich-people-makes-you-feel-uncomfortable/">What to do if selling your high-end statement crafts to rich people makes you feel uncomfortable</a> appeared first on <a rel="nofollow" href="https://tapiwamatsinde.com">Tapiwa Matsinde | A curatorial and artisan brand visibility consultancy  for craft businesses</a>.</p>
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										<content:encoded><![CDATA[
<p>The nature of hand-craftsmanship often means the products created will cost more than those mass-produced, with prices rising even higher the more artistic and individual the piece. However, the thought of selling high-end statement crafts to rich people makes some makers feel uncomfortable. This is down to a variety of reasons, including the fear of losing sight of their vision by chasing the money, or not being from a wealthy background, so they feel intimidated, leading to a lack of confidence.</p>



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<p>As a business owner, you can’t afford to be bashful about making money. If you want to raise your prices or create gallery-quality pieces then the chances are high that your customer will be those who have a high level of disposable income, in other words rich people, when compared to the average low- or middle-income consumer who would have to save up or spread the cost to be able spend more on an expensive item as a special gift or treat for themselves.</p>



<p>If you are creating high-priced artistic craft pieces, you are going to have to find a way of getting comfortable selling your creations to an affluent customer. Even if you sell your statement crafts through a gallery, you may still have contact with collectors through in-person events or be asked to present your work at a craft fair.</p>



<h3 class="kt-adv-heading_2dbbae-6d wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_2dbbae-6d">Why does selling high-priced statement crafts to rich people make some makers feel uncomfortable?</h3>



<p>Wealth is seen as an invite-only club open to the privileged few. When you add society’s complex relationship with money and those who have it, purposefully targeting a rich customer can come across as crass. We don’t like to appear to want to do so because of what others may think; that we’re greedy, a sellout or have high opinions of ourselves and so forth. But you&#8217;d be wise to keep in mind that throughout the centuries, artists and artisans have benefited from having the patronage of wealthy customers. This arrangement has enabled the realisation of important works of art and craft. For today&#8217;s makers, focusing on producing high-end pieces or offering them in addition to their affordable volume pieces can make smart financial sense by diversifying the sources of income.</p>



<p>If selling your high-end statement crafts to rich people makes you feel uncomfortable, here&#8217;s what to do:</p>



<h3 class="kt-adv-heading_529988-5c wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_529988-5c">Build your confidence</h3>



<p>The key to selling your handmade crafts to rich people, or any other customer demographic for that matter, is confidence. I know this is stating the obvious, but confidence matters, and this stems from valuing what your work is worth. A reluctance to charge high-end prices is often tied to a fear of rejection, which gives rise to an inferiority complex around your work not being good enough to attract those who can afford what it’s worth. Of not knowing what to say or how to behave around rich people. If this is you, remember you are not your customer, and you do not have to be wealthy yourself to sell your creations at this higher level of the craft market.</p>



<h3 class="kt-adv-heading_4b0951-d3 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_4b0951-d3">Look the part</h3>



<p>How you present your high-end statement crafts both on and offline, is crucial. It&#8217;s one thing if an affluent customer sees your work in person in a gallery or at a craft fair and buys it there and then, and another thing entirely if they see your work digitally and have to judge if it&#8217;s worth investing in without being able to physically assess its qualities. Either way, your in-person and digital presence has to reassure the customer, giving them the confidence that it is worth the investment. Your craft brand and portfolio have to look the part, so investing in professional presentation and communication becomes a priority.</p>



<h3 class="kt-adv-heading_927f69-f5 wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_927f69-f5">Confront the stereotypes surrounding rich people</h3>



<p>When we think of rich people, our perceptions are often shaped by media, which likes to portray images of snooty aristocrats, entitled celebrities or megalomaniac billionaires. No wonder we can feel uncomfortable selling our work at this level. Step outside these depictions, however, and you will see that there are many weathly people who are going about their business just like everyone else. The only difference is that they have more money to spend on the things they love, including investing in collectible statement handmade crafts. There are different types of rich people, from the modestly wealthy to the super-rich. Some may have inherited their wealth, while others may have more in common with you and me, individuals who took an idea or skill and turned it into a business. In their case, a financially successful venture, meaning they understand you and empathise with you more than you know. So think of that when selling to affluent customers.</p>



<h3 class="kt-adv-heading_4d63b1-1b wp-block-kadence-advancedheading" data-kb-block="kb-adv-heading_4d63b1-1b">Take the time to understand the affluent customer</h3>



<p>Successfully selling your high-priced crafts requires understanding your customer, and targeting an affluent customer demographic is no different.. This involves doing your market research to gather the necessary data, such as their age, location, income, job, publications they read and so forth. This data will help you brand your business and draw the right people towards your high-end creations. Those who can afford to pay for them. One great way to do this is to attend the markets and fairs that attract affluent customers and spend some time observing how the visitors interact with and respond to the work on display. Body language can reveal so much. And, if you are brave enough, initiate a conversation with one or two people around you to get their opinions about a piece that is attracting their interest.</p>



<p>As with selling to any customer, getting comfortable selling your high-end statement crafts to a wealthy customer takes practice. The more you do it, the more comfortable and therefore confident you will become.</p>



<p>&#8211; Tapiwa Matsinde</p>



<p>[Image credits: The image shown belongs to <a href="https://www.pexels.com/photo/close-up-photo-of-sand-patterns-5578157/" target="_blank" rel="noreferrer noopener">Gabriel Bodnar</a> via <a href="https://www.pexels.com/photo" target="_blank" rel="noreferrer noopener">Pexels</a>. If downloaded and used elsewhere, please credit accordingly.]</p>



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