Market Saturation vs Sophistication

The key to generating consistent weekly sales is understanding the difference between market saturation and market sophistication - and how you can use it to your advantage.

MARKET SATURATION is when there are already a lot of businesses offering similar products or services.

MARKET SOPHISTICATION is when customers have a higher level of expectation, and demand MORE that just the product or service.

I see a ton of handmade business owners trying to overcome both of these problems (and the accompanying lack of sales) by creating more content. The problem is that you can’t fix something by doing more of what doesn’t work, especially when that ‘something’ is what’s causing the problem in the first place.

Online marketing gurus would have you believe that content creation is the answer to all of your problems; that it’s all you need to do to grow your biz online.

But that’s just not true.

The truth is - that “influencer strategy” of marketing via content creation, was created to sell personal brands, NOT physical products. It makes sense that they would tell you that; because they are personal brands.

They’re selling content creation, content calendars, templates, etc - not physical products.

Today’s market is very sophisticated, and you can't just rely on the quality of your products, you also have to consider the experience of buying from you.

Removing friction or barriers from the buying process is one way to add value and turn selling into a service.

Curbside pickup and the "Buy Now" button are other examples of how businesses add value by making it faster and more convenient.

People love to shop and spend money, especially on impulse or non-essential “fun” items, which most handmade products fall under. They WANT to give you money - but if you’re not compelling them to take action in the 3 seconds you have while they scroll or walk by they will move on and not give you another thought. 

Not only do you have to give them a reason to buy NOW, you also have to make it so EASY that it’s a no-brainer.

And I promise you, it’s WAY easier than cranking out a constant stream of content just to feed the algorithm. (And it has nothing to do with being pushy, obnoxious or ‘salesy’.)

In fact it’s a lot more fun, and it’s the KEY to turning your business into a machine that generates consistent weekly sales, on demand.