Clarifying Your Brand’s Message

Discover how handmade sellers can craft compelling brand messages that connect with customers beyond the traditional problem-solution approach.

Author

Jackie Rupp
April 04, 2021

What do you offer and what problem do you solve? You may have heard that question to the point of it becoming a mantra, but many times handmade businesses can get tangled up in the wording of that question. Problem? There’s no problem, I make jewelry based on English Victorian designs. There’s no problem my creations solve. That leads many sellers to feel that clarifying their message isn’t a good fit for their business. If good copy (your sales pitch) is based around a rigid problem-solution model, most sellers think their businesses can’t compete. “I make things that aren’t necessities, no one NEEDS a new handmade bag.” “My handmade tree ornaments don’t solve any problem consumers have, they’re just fun, pretty, and artisanal made.” 

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