From Cute to Compelling: How to Give Your Handmade Products Purpose
Today, I want to share a lesson that transformed not only my crochet business but also the way I see handmade products as a whole. This is part of my 8-part mini-series on the lessons that scaled my business, and so far we’ve covered multiple revenue streams and SEO. Today’s focus? Positioning your products with purpose.
Because here’s the truth: people don’t just buy “cute things.” They buy what those things mean to them. And once I discovered this, my entire approach to marketing shifted.
For a more in-depth look into repurposing your products with purpose, check out my Hooked on Growth book.
Why Selling “Cute” Isn’t Enough
For years, I thought my finished plushies or crochet patterns would sell simply because they were cute. And sometimes they did. But when sales plateaued, I realized something: people weren’t really buying the bear, the blanket, or the pattern — they were buying the meaning behind it.
Think about it:
● A teddy bear isn’t just a stuffed animal. It’s a bedtime buddy for a child who’s afraid of the dark.
● A crochet blanket isn’t just yarn stitched together. It’s a heirloom gift that becomes part of family traditions.
● A handmade mug isn’t just pottery. It’s the morning ritual of holding something warm and grounding before a busy day begins.
● A macramé wall hanging isn’t just decor. It’s a symbol of peace and artistry that transforms a house into a sanctuary.
Once you stop focusing on “what it is” and instead highlight “what it means,” you move from being just another maker to being a storyteller and problem-solver.
Lesson 1: How to Give Handmade Products Purpose
The first time this idea clicked for me was when I took Ashley’s Crochet Boss Academy. She is the owner of A Crafty Concept and talked about positioning products with purpose.
Here’s an example from my own shop:
● Instead of selling a crochet teddy bear as “a cute plushie,” I began marketing it as “a snuggle buddy to help kids fall asleep peacefully.”
● I even added a small upsell: a 1 oz bottle of lavender essential oil. I suggested that parents gently rub lavender on the bear, combining aromatherapy with comfort to create a soothing bedtime routine.
That shift took my teddy bears from being “cute” to being a solution for restless nights.
✨ Pro tip: No matter what you make, ask: Why would my customer buy this? What role does it play in their life?
● A macramé plant hanger could be positioned as bringing nature indoors to reduce stress and improve mental health.
● A hand-thrown pottery bowl could be marketed as the perfect dish for family pasta night that sparks conversation and connection.
● A crochet baby blanket could be described as a keepsake gift that grows softer with every wash, carrying years of love.
Lesson 2: StoryBrand Thinking for Makers
Donald Miller’s StoryBrand framework reinforces this:
● The customer is the hero.
● You are the guide.
That means your marketing shouldn’t say:
❌ “I make the best crochet patterns.”
Instead, it should say:
✅ “This beginner-friendly pattern will help you finally crochet your first plushie with confidence.”
Here’s how this looks across crafts:
● Crochet stuffed animals → “I help beginners feel confident and proud of their handmade creations.”
● Macramé wall hangings → “I help people create peaceful, cozy homes with handmade art that tells a story.”
● Handmade pottery → “I create heirloom mugs that make your morning ritual meaningful.”
When you frame your product this way, you create a story arc: here’s the challenge, here’s how your product solves it, and here’s the transformation.
Lesson 3: Radical Empathy in Handmade Business
Seth Godin talks about radical empathy — deeply understanding your customers’ fears, frustrations, and dreams.
Ask yourself:
● What are they worried about?
● What frustrates them?
● What do they dream of achieving?
Examples:
● A beginner crocheter may feel intimidated. Offer easy patterns with step-by-step photos to remove fear.
● A busy mom may crave stress relief. Market your handmade items as a calming gift of beauty and rest.
● A craft fair vendor may need inventory fast. Create chunky-yarn patterns that work up quickly and help them prepare.
This way, you’re not just selling items — you’re offering confidence, relief, joy, and empowerment.
Real-World Examples of Purposeful Positioning
Crochet Stuffed Animals
❌ “Cute crochet bunny made with acrylic yarn.”
✅ “A comforting bedtime bunny that helps your child feel safe at night — soft enough to cuddle, sturdy enough to last through years of love.”
Handmade Pottery
❌ “Handmade ceramic mug, 12oz.”
✅ “Start your mornings with intention. This hand-thrown mug is designed to fit perfectly in your hands, keeping your coffee warm while grounding you for the day ahead.”
Macramé Wall Hangings
❌ “Macramé plant hanger, cream cotton rope.”
✅ “Bring calm and creativity into your home. This macramé plant hanger creates a sanctuary-like space, perfect for reducing stress and adding natural beauty.”
Why Positioning with Purpose Boosts Sales
When you position your handmade products with meaning, three powerful things happen:
● You connect emotionally. Customers justify higher prices when they see the product improving their life.
● You stand out. Anyone can sell “crochet plushies,” but not many are selling companions that help kids sleep peacefully.
● You build loyalty. When customers feel understood, they’ll come back again and again.
Learn more about my Hooked on Growth book to grow your business.
How to Apply This Framework
Here’s a simple process:
● Pick a product. Example: crochet baby blanket.
● Ask: What’s the deeper meaning? Comfort, warmth, heirloom, emotional connection.
● Reframe your description. “This hand-crocheted baby blanket is more than soft stitches — it’s a keepsake that wraps your baby in love and becomes part of family memories.”
● Test and refine. Share the new version with your audience and see how it resonates.
Final Takeaway
People don’t buy things. They buy meaning.
● A teddy bear isn’t just a toy — it’s comfort.
● A mug isn’t clay — it’s ritual.
● A wall hanging isn’t rope — it’s sanctuary.
● A crochet pattern isn’t just instructions — it’s empowerment.
When you shift your handmade business from selling “cute things” to selling purpose and transformation, you create lasting customer relationships and a stronger, more profitable brand.
Listen to my podcast episode about giving your products purpose.
Challenge for You
This week, choose one of your product descriptions and rewrite it with purpose. Highlight:
● The customer’s emotional need
● The problem it solves
● The transformation it creates
Then watch how your messaging — and your sales — start to shift.
About the Author
Marcy Gardner is the crochet designer behind Simply Hooked, where she creates beginner-friendly amigurumi patterns that help makers of all skill levels create adorable, giftable plushies.
With over 13 years of crochet experience, Marcy has taught hundreds of crocheters through her patterns, kits, and online courses.
