Practical Sales Training™ > How to connect with your buyer > The Handmade Effect
What is it?
The Handmade Effect refers to the fact that anything that is made by hand, “finished” by hand or handpicked implies a higher level of quality.
Why does it work?
It works because when we think about handmade, we think about craftspeople. We perceive something that is made carefully and methodically by a skilled person with the highest quality standards.
How can you use it?
Where is the human intervention in your offering? Do you physically make products by hand? is your offering curated by a skilled person? or do you physically pick the best things to supply your clients?
Wherever there is human intervention in your product offering (this doesn’t work for services as well), there is an opportunity to use it to imply a higher level of quality in your offering.
Example:
A luxury candle brand promotes its products with the line:
“Hand-poured in small batches by our in-house artisans.”
They also show behind-the-scenes photos of candles being poured, trimmed, and labelled by hand.
Why it works:
Even though candles could be mass-produced by machine, the phrase “hand-poured” makes customers think of care, attention, and superior quality. It justifies a higher price and positions the product as special and crafted – not generic.
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