The Power of Thinking Small

Saturday 4th May, 2024

This week my work has been focused on smaller items: chopping boards, tea-light holders, door stops.

This is a new venture for me. Previously I have just shown furniture. But I have realised the power of thinking small. Since many of the you who read this newsletter are makers yourselves, let me share my thoughts: perhaps it will help you on your journey.

(If you want to frame this in terms of business skills, this is Marketing 101: How to building an audience who know, like and trust you.)

I’ll speak about the only thing I know really well: a furniture example. Of course, it doesn’t matter what you want to make and sell - the principle is easily adapted to any craft.

Imagine the scene:

You make and sell hand-crafted furniture.

Your pieces are made from the highest quality timber, by a maker who has spent thousands of hours perfecting their craft. Yes they are expensive, but they are worth every penny. You show your pieces and people stroll past, admiring what you do, but they don’t buy. Not because you haven’t communicated the value of your piece effectively, but because buying a full piece of furniture after just meeting you for the first time is a big ask.

You are interesting, but quickly forgotten.

Now lets imagine at the same show you also sell smaller items. Simple wooden serving boards, for example.

Your customer sees you and buys one.  They have some guests over and use your board to serve some cheese and crackers. The guests notice and admire the boards, and your customer mentions that they saw you at a show. They speak about how they love to meet local makers and buy unique pieces.

Suddenly, instead of being a maker they they quickly forgot about, you become a part of their lives.

Every time they use your board, they remember you.

Perhaps now they take a look at your website from time to time.

Sign up to your email newsletter.

Come and see you at your next show.

This time, the are saying hello to someone who has already added a little bit of value to their lives in the form of a serving board.

A simple serving board that has started a relationship.

And from this simple spark, you can fan the flame of a deeper relationship where you can serve your client with high quality pieces of furniture.

So many people are disparaging of smaller items. I say this because for years I was too. But their potential for relationship building is too good not to use.

So if you want to increase your business, try thinking small.

Until next time,

Stay sharp, friends.

~sh

Stephen Hickman
Studio Cabinetmaker