The Artisan’s Cup Overfloweth – How To Compete With Hobbyists and Mass Producers

1. Embrace an abundance mindset.

Remember the pie is very big, and there is enough to go around.

The artisan who puts her heart and soul into work is making the world a better place. You can attract people who value integrity, quality craftsmanship, and who appreciate the passion you put into your work.

2. Know and reach out only to your target customer.

Take the time you would otherwise be worrying about the competitive landscape, and focus on knowing your target customer like the back of your hand. Understand what makes him tick. Why does he buy some things and not others? What matters most to him? How can you position your brand to appeal to his emotions in ways that almost require him to buy your product?

3. Skip shows and stores where buyers are not prepared to pay for quality.

You are successful in business not only because of what you do, but also because of what you don’t do. Put your time and energy into the venues where your brand stands toe to toe with other professional brands.

Putting your products in close proximity to other high quality goods automatically increases the value of your offerings. Do this and ignore everything else.

4. Use technology to nurture and maintain customer relationships.

One of the most powerful things you can do to ensure that your customers know that you are not a hobbyist or mass producer is to help them understand why that should make a difference to them. The best way to do this is with video.

Use video to share the story behind your products. Tell people why you do what you do. Use Snapchat and Instagram to showcase your making process. Fire up Periscope or Facebook Live and treat your customers to a studio tour.

Hobbyists and Mass Producers Don’t Matter (unless you let them) | Arts Business Institute

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