Marketing Struggles: You Don’t Need to Be Everywhere—You Just Need to Be Clear
Here’s the deal:
You’re amazing at making. Your products are thoughtful, beautiful, and made with love. But when it comes to telling the world about them?
Crickets.
Or chaos.
Or complete avoidance.
Listen—I get it.
Marketing can feel like shouting into the void or trying to master a hundred platforms while wondering if anyone even cares.
But let’s clear that up right now:
Marketing isn’t about being loud. It’s about being clear.
It’s not about being everywhere. It’s about showing up intentionally where your people already are.
Why Marketing Feels So Overwhelming
Most craft entrepreneurs struggle with marketing because:
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You’re not sure who you’re talking to
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You don’t have a consistent message
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You’re trying to post on all the platforms at once
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You’ve tied your confidence to your likes (and let’s be real—algorithms are wild)
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You don’t want to feel “salesy” or pushy
And because of that, you either stay silent or throw out random posts hoping something sticks.
But hope isn’t a marketing strategy.
So What Is a Marketing Strategy?
A real marketing strategy is simple. It’s a plan that helps you:
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Show up consistently
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Speak directly to your ideal customer
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Guide people from discovering your product to buying it
That’s it.
Marketing is a conversation. Not a performance.
And when you treat it that way, it gets easier—and more effective.
How to Simplify Your Marketing (Without Losing Your Mind)
Let’s take it from chaos to clarity. Here’s how to get started:
1. Pick ONE Primary Platform
Don’t try to master Instagram, Pinterest, TikTok, YouTube, AND email. Pick one to focus on first—based on where your ideal customer hangs out. (Not just where you like to scroll.)
2. Choose 2-3 Content Themes
What do you want to be known for? Behind-the-scenes? Product features? Tips for buyers? Storytelling? Keep it simple and repeatable.
3. Use a Weekly Content Plan
Instead of scrambling daily, create a weekly rhythm. Ex:
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Monday: Behind the scenes
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Wednesday: Product feature
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Friday: Customer love or testimonial
That’s three posts. Done. Repeat and tweak as needed.
4. Talk Like a Person, Not a Billboard
Drop the corporate voice. Be you. Tell stories. Share the “why” behind the product. Let people connect with the human behind the handmade.
Action Step: Write a Simple Marketing Statement
Today, answer this one sentence:
“I help [describe your ideal customer] by creating [your product type] that [what it helps them feel/do/experience].”
Example:
“I help busy moms find meaningful gifts by creating personalized jewelry that celebrates their loved ones.”
Now use that statement to guide your posts, product descriptions, and even your packaging copy. It keeps you on message—and that’s the key to consistency.
You Don’t Have to Go Viral to Get Sales
You don’t need a million followers.
You don’t need to dance on Reels.
You just need to connect with the right people and give them a reason to come back.
Marketing isn’t about proving you’re amazing. It’s about helping people see how your product fits into their life—and why it matters.
So show up. Share with heart. And remember: the people who need what you make are already looking for you.