Treat my articles as inspiration. Think about how my suggestions might work in your context. The handicraft market is very wide. My observations are generalized and will not necessarily be true in every case.

As I wrote earlier, I will discuss topics step by step. So now that there were our terms and rules, there were our goals, there was our handmade product and niche, we will move on to your customers and recipients.

As you will notice, these topics will probably be intertwined soon, because you can’t talk about a product without a recipient or terms without a customer etc. Everything is connected in business and as people creating it or managing it, you should consider your actions and strategies from every side to create a coherent vision of your business and brand.

Customer and recipient are often mixed terms. Sellers usually focus on the recipient, although de facto is not always the customer. So what’s the difference between customer and recipient?

This will be the easiest way to picture on the example of baby products. The infant and his parents who will use the product are your recipients. The product is supposed to serve them well, delight them when they look at it, be comfortable, etc.

But is an infant or a parent always your customer? Usually not. Certainly not an infant ? Usually people who are looking for handmade products for babies will be family or friends of parents. So you have to convince them that this product will be a special gift ?

However, this does not mean that you should not emphasize the value of a given product for the recipient – quite the opposite. Underline that it is made of highest quality materials, that it has some amenities to easily use it, variants that it looks great in photos for the session etc. The person giving (your customer) is very likely in close relationship with his family, since she is looking for a unique handmade gift. She will surely want to emphasize all these product features to show that she thought it through and it wasn’t something quickly bought in some mall 😀

When it comes to handmade customers in general, I dug myself into research that it came out that it is mainly a group of women (even 80 %) aged 25-55. Makes sense because women usually buy gifts or decorative elements for home 😀 probably this part of men who buy handmade is guided by a partner – what to buy and what to pay for 😛 But this is my pure speculation ? Trends change too, I know that men who buy handmade are coming , so it’s worth thinking if maybe they are your target group (because it depends on the type of product you sell).

Such information is extremely valuable in creating a marketing strategy or communication in your sales channels! A message to a woman is formulated differently than to a man.

Let’s go back to our client, because we already know she’s rather a woman. What does this woman care about while buying a handmade gift for her loved ones? Try to imagine you’re that woman. What would convince you to buy a given product for your partner, child or a friend? Now think about your product: who will it be the perfect gift for? How do I introduce it and describe it so that the client is convinced that she will delight her loved ones or enjoy it herself (because she can still be the recipient of your products)?

Always try to imagine such a person(s) and describe as precisely as possible – does she live in the countryside, in the town or in the city? How old is she? Does she own a company, works in corporate or in public institutions? What kind of people is she surrounded by? What does she do in her free time? What are her dreams? What values is she guided by? What does her family look like?…

Getting to know your customers and recipients as well as visualizing them helps to create messages that will indeed get into them!

For example, when you talk to a childless friend, you probably don’t talk about children… Are you looking for topics that will really interest her and she will also be able to identify with them, discuss them with you ? And if this friend were your client , in your communication you would have to explain to her as much as possible why the product will be perfect for both the child and the mother, because she just doesn’t know it yet. The way of communicating and topics change depending on what role we are in and what role the person plays. And that’s what marketing communication is all about! 😀

Please also keep in mind that different channels may give you access to different types of customers and recipients and it is recommended to adjust your communication to each of them ? I developed this topic in the post about Facebook groups communication. You may find there further inspiration for your handmade business 🙂

I will leave you again with a moment for your own thoughts, because each of you has a different product and will define your customers and recipients differently. If you have any doubts, let me know! I’d love to give you a hint ? Good luck! 😀


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