Starting a small business feels a bit like showing up to a fight where the other guy has a full suit of armour, a horse, and an army… and you’re standing there with a wooden spoon, (unless you’re buying a franchise that has already been established). Just the idea alone is stressful, because large companies have so much money, wild marketing budgets, crazy followings, so much power, and influence, right? 

Now sure, it’s totally true that these big companies have an army of staff to pump out thousands of products and advertisements a day. Meanwhile, a small business is just trying to make one incredible thing at a time.

So, it’s easy to think that standing out is impossible, that customers will always go for the cheapest, easiest option.

But that’s just not true. Believe it or not, but being small isn’t a setback, instead, it might even help to see it as an advantage. Sure, big companies might have size, but small businesses have soul. And people are buying more than ever into that at the moment. And this is your secret weapon!

People are Over ‘Mass-Produced Junk’

I cannot count the times I’ve seen items made with cheap fabric that bobbles after two washes, or furniture that hasn’t survived a house move due to it’s poor flat pack factory made design.

People are tired of this and sustainability is also an important topic for so many. Customers don’t want to buy things that falls apart in a year. They want real quality. They want to own things that feel special, things with character, craftsmanship, and attention to detail. Just think about it; a solid, handcrafted wooden table isn’t just furniture. It’s something people pass down to their kids. The same exact for a handmade ceramic mug isn’t just a cup. It’s the one they reach for every morning because it feels right in their hands.

Big businesses can’t mass-produce that kind of emotional connection. But makers and artists? Well, you can. And thats your power!

Top tip: Intentionally reach out to customers and how the quality of the product is to find out what they think 6 months down the line, you’ll get some amazing responses, quotes and testimonials, you can use to promote this incredible benefit

Customers Want to Know Who Made Their Stuff

Big companies are desperate to look relatable. People love to see the faces behind the brand.

They love knowing that their leather wallet was stitched by hand, not cranked out of a factory. They love that their wooden bookshelf was built by someone who actually cares about what they’re making, not just trying to hit a production quota.

That’s something no big brand can fake. Sure, they can try, but authenticity isn’t something you can mass-produce.

Top tip: Put your face and hands all over your website, socials emphasising this ‘handmade with love’ element.

Quality Beats Quantity Every Time

Big brands survive by making as much as possible, as fast as possible. That means cutting corners, using cheaper materials, and focusing on efficiency over craftsmanship. Small businesses don’t have to play that game.

Large businesses that rely on specialty materials, like handmade skincare, natural soaps, or custom paint blends, can source from the same chemical suppliers that small brands can use. But more often so, businesses choose quality over quantity, e.g so they don’t water things down, dilute the good stuff, or cut costs with low-grade materials.

Now, this might be a hard pill to swallow, a handcrafted oak dining table isn’t trying to compete with a £99 flat-pack table from a chain store. Meaning, your handmade product that you spent time crafting is never meant to compete with larger chain store cheap furniture. It’s a completely different experience. And a totally different clientele you are marketing to.

Top tip: Can you think of ways to visualise the quality of what your products are made of better to the customer? E.g Does your skincare include natural ingredients, add their original form to photos, lemons, vanilla, flowers. Ceramics – sit your face products on your kiln or pottery wheel.

If this topic resonates, you’re overwhelmed, fed up and feeling like a small fish in a big pond, I’d love to chat about ways to increase sales for your business. Head over to our Business Boost coaching opportunities where we offer affordable ways to chat through solutions to grow your business.

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