Chances are, you became a crafter because you love making stuff. (I know I did.) By now, you’ve probably worked out what you like making the most. And if you’re here, reading this, I’m going to assume that you like making that stuff so much that you’re trying to make (at least part of) a living by selling the stuff you like to make.
Let me make it really clear – Making stuff you like is awesome. That’s why we craft: because we have a passion for it.
But here’s the bit you may not like:
Just because you love making it does not mean there are people who want to buy it.
The craft community is a warm and fuzzy place – that is part of what makes it so freaking awesome. We love to support each other, help each other, and share with each other.
We’re not so good at telling people the truth when we think it might hurt their feelings. I have been in the uncomfortable position of having to tell people that their product might struggle to find a market as it stands. That they might have to change something about their product, or get rid of some of their product line, OR, tell them that how they are presenting or marketing their product isn’t working, and why.
It’s a place you find yourself in when you do what I do. And man, it SUCKS.
It sucks to tell people this. It’s really, really hard.
It’s also insanely hard for the person hearing it.
I hate doing it. But it’s part of the job I’ve made for myself. (And why is it so hard? Because I know there is a person there, on the other end of the e-mail, who is just like me. Who wants to make their dream happen – and I really, really dig helping people make their dreams happen.)
But back to my point.
When you start making for profit rather than for pleasure, your perspective needs to shift.
You need to stop thinking exclusively about you, and what you enjoy – and you need to start thinking about your customers.
If you’re doing all the right promotional ‘stuff’ but your work is not selling, I want to encourage you to really have a long, hard, cold look at your products from an outsider’s perspective.
I would advise you not to ask the opinions of friends or family, because – let’s be honest – they love you, and they will find it mucho hard to tell you the truth if they think there’s any sort of negative there.
Or, on the other hand, they may not understand what you do at all, nor that there is a possible market out there for your work in this burgeoning handmade movement. In short, they’re not objective – they have a vested interest in you one way or the other.
This whole crafting-as-a-business caper is hard – and it’s a never-ending process of growth and discovery.
I’d like to encourage you to have a peek at some of the very first things I sold in my Etsy shop.
Yep, pretty ordinary, hey? (And check out the totally heinous flash photos!!! Eww… talk about what NOT to do! Not to mention my two-line description!!!)
I believe my product has come a heck of a long way since then. I’ve worked on my designs, my brand, my focus, my photos, my descriptions, my packaging… and I have no doubt that I will continue to work on all of those things in an effort to become more successful in my business.
Is my work/product perfect? No. Is my business model perfect? Heck no. But I believe I’m going in the right direction.
(And, just so you know, I don’t believe there’s any such thing as ‘perfect’. There’s ‘good enough’ and ‘awesome’ and ‘unique’ and ‘beautiful’ and ‘squeee’ – but no ‘perfect’.)
Is there some aspect of your product that you need to change? Are you doing/making the same thing as a million other people? Is there a market you could be tapping into, but aren’t? Heck – maybe the problem isn’t your product, but your photos of it – when you’re selling online, that’s the magic key to the door.
In short – what’s your sweet spot?
What is that beautiful collision between what you love to make, and what people are clamouring to buy?
Action Steps
1. Try to take an objective look at your products and product line. Do they stand out? Do they have a coherent theme? Are there items that you need to let go of – or more that you need to make to fill a gap in your product line?
2. If you can invest the help of a relatively neutral third party here, go for it! If you’re open to constructive criticism, you can ask us in the Circle to help you, too. Just remember to ask a very specific question, such as ‘do you think this product fits with the rest?’ or ‘I think ____ people will want my product, do you think that’s accurate?’ rather than a blanket ‘help, tell me what I’m doing wrong?!’. 
3. Take off the mantle of ‘crafter’ and try on the mantle of ‘handmade business owner’. Think about how that shifts your relationship to your craft.
