Telling Your Story Through Your Brand
What is the first page you skip to, when you come across a website that interests you? Most of us will click on the “About” page because we are curious to know about the people behind the product. Are they likely to be trustworthy? What experience do they have? What are their values? And, because most of us are naturally curious, how did they get to this place and what is it like doing what they do? Here at Craft Insurance, we’ve had several decades to hone our marketing skills and we know that having an “About” page which draws customers is a must. We’re happy to share our top ten tips with you, our wonderful crafting customers, and hope they will provide the springboard you need to create your own awesome “About” pages which will shine out brightly from UK craft selling sites.
1. Introduce yourself.
In a competitive market, building trust is important and if customers can see you as a real person and can get a glimpse into your life this will go a long way to building a good secure seller/buyer relationship. A short paragraph will do; you could include your name, any relevant family connections, your rough location eg rural south of England, or in the middle of a buzzing city, and a couple of fun facts about yourself. Just share what feels comfortable to you, but with the aim of enabling your customers to feel they know you a little.
2. Tell your story.
One thing AI can’t do is write your story. Your journey is completely unique to you and is what customers buy into. You could talk about how you started your particular craft, maybe your first steps at selling to the public, any light bulb or significant moments and how you have arrived at your current business footing. If you have been going a while, mention this along with any awards you have won or community projects to which you contribute.
4. Next you could include a paragraph with your business values and ethics.
These might be that you use locally sourced products, fairly traded raw materials or processes which have a low environmental impact. This is where, as a small business, you can win over large, global organisations, so be bold about promoting the uniqueness of your products and your ability to trace their origins.
5. Now it is time to turn the focus onto your customers and suggest a need they might have.
For example, they might have children or grandchildren who would love some handmade wooden jigsaw puzzles which will have longevity as well as providing them with a learning opportunity. Or, they might be weary of using cosmetics which often react with their skin and be pleased to have a natural alternative.
6. Once there is an unmet need, you are able to bring your product to the forefront and show how it will best meet this need.
As the summer is approaching, your stunning range of sun hats made with organic cotton could be the perfect answer to both offer shade from the sun and a completely individual and stylish look. Or, your stunning hand-crafted ceramics will make the perfect and distinctive wedding gift.
7. Now you have engaged your potential customers, you need to make the buying process as straightforward as possible.
If you are a small company you will have an edge on providing a personal service; you could assure your customers that their orders, whether online or via phone, will be dealt with by yourself or a staff member, and that they will generally be met within a specified time frame. You could name the people who will be dealing with orders, whether yourself or a team member, as this too highlights the individual care and traceability that each order receives.
8. Next, you could troubleshoot any potential problems before they arise.
You could state your returns policy, that you are fully insured and your record of satisfied customers.
9. By now you have hopefully gained a new customer, and you want to ensure that you keep them!
With such a vast array of craft selling sites UK, one way to do this can be to offer a window into your own life as a business owner, thus building rapport with them. You could mention a couple of the aspects of your job which you enjoy, how you juggle with other commitments, or how you nurture your own creativity. Or, everyday fun facts like your “go to” lunch or how you relax at the end of a busy week.
10. In a web space filled with craft-selling sites UK you need to attract a potential customer before they have even begun to read.
Presentation and photos are a key element in this. Have a think about what atmosphere you are aiming to create when people visit your site; carefree and relaxed, homely and cosy, chic and elegant? Are you wanting to evoke memories of windswept moors and coast, of snug evenings around a fire or of sophisticated and stylish pampering? The layout, type set and photos you use as well as the wording will all contribute to this theme.
Finally, let your own enthusiasm shine through! You yourself are totally unique with a blend of talents which are completely individual to you. In a world which is increasingly moving us further away from the sources of the products we use and the people who work hard to produce them, your small creative business will be a breath of fresh air to those who find it. We can all become weary of dealing with impersonal services and institutions and of endeavouring to interact with AI, and the real-life, human connection you offer will be a real attraction. Be confident in your product and in yourself and enjoy sharing your story, knowing it will encourage others!