Know Your Customers: How to Attract the Right People to Your Craft Business

You can’t market to everyone, and you shouldn’t want to.

Let’s get real for a minute.

You’ve got talent. You’re making beautiful things. You’ve even figured out how to get them listed, tagged, packed, and shipped. But then… sales are slow. Engagement is flat. Or worse—you’re attracting people who love your stuff but don’t actually buy.

Sound familiar?

The truth is, your success doesn’t just depend on what you make. It depends on who you make it for.

Because when you know exactly who your customers are—what they value, how they shop, what draws them to handmade—you can speak their language, show up where they hang out, and design with their needs in mind.

That’s when your business starts to feel aligned.
That’s when things click.

Let’s Paint the Picture: Who’s Buying Your Work?

Think beyond “women ages 25-45” or “people who like candles.” That’s too broad, boo.
Let’s dig deeper.

Ask yourself:

• How old is my typical customer?

• What’s their personal style? Are they into minimalism, whimsy, vintage vibes, or bold statement pieces?

• What does their style say about how they see the world?

• Are they super practical? Do they value handmade because it’s unique, ethical, or luxurious?

• Do they shop for themselves, or are they gift-givers who want something personal and meaningful?

• Are they frugal buyers? Or do they believe in paying more for something well-crafted and intentional?

• Do they follow trends or love timeless pieces?

Every detail helps you narrow your focus.

The more you understand your customer, the more aligned your business will be. You’ll make better design decisions, write better captions, and set prices with confidence. You’ll stop second-guessing every move because you’ll finally be creating for someone you know.

Let’s Get One Thing Straight: You Can’t Be for Everyone

It’s tempting to want to please everybody.
To create a little something for every style, every budget, every personality.

But here’s the real tea:
When you try to speak to everyone, no one hears you.

Being specific doesn’t mean you’re excluding people—it means you’re serving your people with intention.
You’re saying: “I made this for you.”
And trust me, folks can feel that.

So stop stressing about whether your bold designs are “too much” or if your price point is “too high.” Instead, ask: Who LOVES this? Who gets it right away?
That’s your audience. That’s your community. That’s your niche.

But Also… Don’t Forget About YOU

Now, here’s the part a lot of folks skip over:
Your business needs to work for you, too.

If your ideal customer wants low-cost, high-volume pieces—but you hate doing the same thing twice—you might be building a business that feels like a trap.

On the flip side, if you love repetition and feel peace in the rhythm of production, then lean into that! Maybe your people want sets, staples, and seasonal drops.

The sweet spot is where your creativity meets their desire.

Your Turn: Define Your Dream Customer

It’s time to stop guessing—and start getting clear. Here's your action step:

Write one paragraph that describes your typical customer.
Give them a name if it helps. Imagine what they wear, what they care about, and how they make decisions when they shop.

If you’re more of a visual thinker, draw or collage a sketch of this person.
Flip through a magazine or scroll Pinterest and create a mood board that screams: This is who I’m creating for.

And if you already sell online, peek at your stats—where are they shopping from? What age group? What items do they buy most?

Use all of that info to create your customer snapshot.

This isn’t just busywork.
This is your blueprint for better marketing, smarter product design, and deeper connection.

Because here’s the truth:
Knowing your craft is amazing. But knowing your customer?
That’s when your business becomes unstoppable. 💥