Know Your Audience - Five Ways To Choose What Crafts Will Sell
December 4th, 2008

It's happened to many a self-employed entrepreneur - even to big corporations. You come up with a fantastic new product idea. You mass-produce it, certain that demand will be high and that it will simply fly off the shelves. But when it comes time to sell it, no one is buying. Businesses have been lost over mistakes like this. How could they have got it so wrong?

It is a situation that can happen to anyone, and as a crafter who has decided to sell your products, you face the same challenges as any other business. The success of your hand made craft business really depends on knowing your audience and reaching them with your products.

Here are five things to keep in mind when deciding what crafts you are going to produce.

1. Research Current Trends

The craft industry, like other industries, has its current fads and trends. When thinking about the long term, you don't want to develop a product that fits into a specific trend or faze, because odds are that product will not be popular for the long haul. That being said, you do still want to know what people are buying. You want to keep on top of new techniques and products being used in your crafting field. You want to have the flexibility to create some products that fit with what people are buying, without just giving in to a current craze.

2. Research Your Target Audience

Right from the start, you might have a clear idea of who will buy your product. If you don't, you need to try and figure out who your craft will appeal to. What gender and age are your main buyers? What kinds of crafts do they buy now? What price range do those purchases fall in to? Once you know your audience, you need to decide where they buy their crafts. You need to know what areas they live in and what shows or stores they buy crafts at. It is no good having a clear picture of your ideal buyer and then selling your crafts places that he or she does not go to. You need to figure out the best way (and the best place) to reach your target buyers.

3. Find Your Niche

Having a really unique product will set you apart from other crafters in your area. Often people who buy crafts are looking for something new and different for their homes or for gifts for family and friends. They buy crafts because they want to find something really unique and know that it is one of a kind. This is what your customers want so be sure to give it to them. Don't copy crafts and techniques that ten other crafters in your area are using. You need to work on developing a reputation for unique and one of a kind products.

4. Seasonal Suitability

Work in the craft industry is often seasonal. November and December are often really busy months, when customers are trying to find gifts for the holidays. Be prepared for this and try to manage your time so you have enough products to meet demand. It is also good to have a seasonal product that will appeal to your customers. For example, many people are looking for interesting little knick knacks that can send in place of the standard holiday greeting card. Designing little ornaments that capture the spirit of the season will really pay off. Similarly, it would be silly to have a lot of holiday ornaments for sale at a show in April when holiday gift giving is the last thing on your customers' minds. Try for a diverse range of products that are not always season specific in you are showing your work at craft shows year round.

5. Price, Price, Price!

Nothing will kill your hand made craft business quicker than overpriced products. Customers are often willing to pay more for something that is hand made, but there is a limit. When pricing your product, you must be realistic. For example, a product that is priced below $20 will probably sell better than something that is priced at $22. Why? It may seem very little to you, but in your customer's mind that $2 difference crosses some kind of line. While it is understandable to want to be paid decently for your work, you won't make any money at all if your price point is too high for your customers' tastes

---

Please use the form below to comment on this page:

Name:
Email Address:	(kept private)
Comments:
Let me know if my message is replied to:	yes
Please enter the digits 513 in the box. This keeps away spam robots:

PHP Warning: Unknown(): Unable to load dynamic library 'C:\Program Files\HSphere\3rdparty\PHP\PHP5\ext\php_curl.dll' - The specified module could not be found. in Unknown on line 0 PHP Warning: Unknown(): Unable to load dynamic library 'C:\Program Files\HSphere\3rdparty\PHP\PHP5\ext\php_gd2.dll' - The specified module could not be found. in Unknown on line 0 PHP Warning: Unknown(): Unable to load dynamic library 'C:\Program Files\HSphere\3rdparty\PHP\PHP5\ext\php_mysql.dll' - The specified module could not be found. in Unknown on line 0