Why Your Handmade Business Isn’t Getting Sales (And What to Do About It)

Let’s get one thing straight…

If you’re showing up on Instagram, posting regularly, tweaking your Etsy listings, maybe even running the odd sale and still not getting consistent sales... you’re not alone.

And no… it’s not the algorithm’s fault.

The real reason most handmade sellers struggle to get sales?

👉 Their messaging is unclear, generic, or forgettable.

Now before you panic, this is actually good news because unlike algorithms or platform changes, messaging is something you can absolutely fix.

Let’s walk through it together.

So… what exactly is “messaging”?

Messaging is how you communicate the value of your products... across your listings, Instagram captions, emails, packaging, everything. It’s the words you use to help your dream customer understand what your brand is about and why they need what you sell.

Great messaging makes someone say:

“Omg, that’s exactly what I’ve been looking for.” 

Weak messaging? It makes people scroll past without even realising why.

🚫 What messaging is NOT:

• “New collection now live!”

• “Handmade with love.”

• “Made with the finest soy wax.”

• “Check out my new listing!”

These might sound nice, but they’re everywhere and they don’t tell your customer why they should care.

⛔⛔⛔⛔

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✔️ What messaging should do: 

Your messaging should answer 3 key questions:

1. What problem does your product solve? 

2. What desire does it fulfil? 

3. Why should someone buy it right now?

When your customer can answer those three things without overthinking… that’s when they buy.

🔧 The 3-Part Fix for Better Product Messaging:

1. Sell the Transformation

Don’t just describe what your product is. Share what your customer will feel, do, or experience after buying it.

❌ “Ceramic incense holder”

✅ “Finally enjoy a calm, slow Sunday with this peaceful hand-built incense tray”

Even small changes can shift the entire vibe of your shop.

2. Use Emotional Language

People don’t buy features. They buy feelings.

You’re not just selling jewellery. You’re selling confidence, sentiment, identity.

You’re not just selling mugs. You’re selling a cosy, slow morning vibe.

Paint a picture. Let your words do the storytelling.

3. Make It About Them, Not You

Your customer is the hero... not your product. Not your brand.

❌ “I spent hours designing this new mug”

✅ “Start your morning feeling grounded with a mug that brings café vibes straight to your kitchen”

Keep the focus on what they get... not what you did to make it.

🛠 Quick Homework:

Go read your last 5 Instagram posts or product descriptions.

Ask yourself: If I was seeing this for the first time… would I buy from me? 

If not, now’s the time to tweak your messaging using the tips above. And if you’re not sure where to start, listen to the full podcast episode for real examples and easy shifts you can make today.

Love Steph & Team HB xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.

🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!

💰 I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.

✨ Join the HBSA waitlist

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✨ Work with us for deeper transformative results

✨I go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here

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