Marketing Isn’t Gross — How to Sell Without Feeling Sleazy
You Love What You Make. So Why Does Selling It Feel… Weird?
If you’ve ever cringed at the thought of “putting yourself out there,” you’re not alone. A lot of creative women start their businesses because they’re passionate about their craft—not because they dreamed of becoming a salesperson. But here’s the reality: if you want people to discover and purchase your beautiful handmade work, marketing is part of the deal.
But wait—don’t panic. I get it. Marketing can feel intimidating, especially if you’re not naturally inclined to shout from the rooftops about your creations. But here’s the good news:
Marketing doesn’t have to feel fake, pushy, or gross.
In fact, good marketing feels more like an invitation—not a hard sell. It’s about offering a way for others to experience what you’ve worked so hard to create, and sharing the value behind your products in a way that feels natural, authentic, and genuinely helpful.
Why Marketing Feels Icky (and How to Shift That)
The biggest reason marketing feels off is that many makers associate it with tactics they’ve seen online—things like scarcity tricks, flashy promotions, or high-pressure sales tactics. We’ve all seen those ads that scream, “Hurry, last chance!” or “You need this now!” and we’ve probably all felt uncomfortable seeing them. And when you’re a creator who simply wants to share your passion, these tactics don’t resonate with you.
The truth is: marketing only feels gross when you try to force yourself into a mold that doesn’t fit. It feels awkward because you’re not aligned with the tactics you’re trying to use.
Here’s a helpful way to shift your mindset:
Marketing is simply storytelling that helps people understand how you can help them.
When you approach marketing from the perspective of sharing a story, rather than selling, it becomes a much more enjoyable experience. It’s not about pressuring people to buy—it’s about inviting them to learn more, connect with your creations, and see if it’s something they genuinely want or need.
You already know how to tell stories. As a maker, you’ve likely spent hours perfecting your craft, experimenting, and reflecting on why you do what you do. That’s the magic of marketing—it’s about connecting your story with the needs of your audience. It’s less about convincing them to buy, and more about giving them a way to connect with your products on a deeper level.
Try This Instead of "Selling"
Instead of thinking of marketing as “selling,” try shifting your approach to these strategies:
1. Tell the story behind the piece
Share the inspiration behind your product. Where did the idea come from? What part of the process brings you the most joy? Customers love knowing the story behind the item they’re buying—it adds value and emotional connection.
Example: “This quilt was inspired by the colors of a summer garden I visited on a trip to the countryside. Every stitch reminds me of that peaceful moment.”
2. Show how your product fits into someone’s life
Is your product cozy and comforting? Is it a perfect gift for a loved one? Does it make a room feel warm and inviting? Help your potential buyers envision how your item will fit into their life and enhance it.
Example: “Imagine wrapping yourself up in this soft quilt after a long day—it’s the perfect way to unwind with a good book or a hot cup of tea.”
3. Focus on connection, not conversion
Instead of looking at each interaction as an opportunity to make a sale, focus on building a relationship. Talk to your audience like they’re fellow makers, thoughtful gift-givers, or people who appreciate handmade work—not “targets” or “leads.” Authenticity is key.
Example: “I made this piece with the same care and attention I would give to a gift for a close friend. I hope it brings you as much joy as it brought me to create.”
4. Don’t overcomplicate it—just be yourself
You don’t need to use buzzwords, pressure tactics, or pretend to be someone you’re not. People buy from people they feel they can trust. So let your true voice shine through, whether in a product description, an email, or a social media post. Authenticity builds trust.
Example: “I love making each piece by hand because I know it will bring a little bit of handmade warmth to someone’s life. I’m so glad you’re here!”
What Buyers Actually Want
Most buyers aren’t looking for a sales pitch. In fact, the majority of them are just looking for a few simple things:
A solution — This might be as simple as, “I want a beautiful, one-of-a-kind baby quilt,” or “I need a cozy blanket to curl up with during winter.” They’re looking for something that meets their need, whether that’s a practical solution or an emotional one.
A connection to the story behind the product — People want to know why the product exists. What makes it special? What makes it different? When you share your story, you build a deeper connection with your audience.
Reassurance that it’s a trustworthy purchase — When you’re selling online, potential customers can’t touch the product or see it in person. This is where building trust is key. Whether through testimonials, behind-the-scenes glimpses, or a guarantee, reassure your customers that they’re making a great decision.
Your job isn’t to “push” someone into buying—it’s to make it easy for them to say “yes” when they’re ready. Make your marketing feel like an invitation to experience something special, not a hard sell.
Start Here: A Few Non-Sleazy Ways to Market Today
Here are a few simple, non-pushy ideas you can use to market your products in a way that feels authentic and true to who you are:
Post a behind-the-scenes photo — Show your followers a glimpse of what you’re working on right now. People love seeing the process, whether it’s stitching a quilt, assembling a product, or preparing a new design. This builds excitement and shows your dedication to the craft.
Write a short email or post explaining why a certain item makes a great gift — Give them ideas on how your product fits into different occasions. It’s a soft, helpful way to highlight what you offer without pushing a hard sell.
Share a customer testimonial or photo — Social proof is powerful. When someone else talks about how much they love your product, it builds trust and credibility. Share those kind words with your audience!
Talk about your creative process — Share a story about how you came up with the idea for a new design or pattern. What challenges did you face? What did you learn? When your audience gets to know the journey, they’re more likely to appreciate and invest in the final result.
Simply say, “This is something I loved making—and I think you’ll love using it” — This is a simple, honest, and effective way to introduce your work. No pressure, just a genuine invitation to experience what you’ve created.
Final Thought
You don’t have to be “salesy” to sell. You just have to be honest, human, and visible. Marketing is really about sharing what you love and inviting others to share in that love. When you believe in what you make—and you show up to tell that story—your marketing will naturally resonate with those who are looking for exactly what you offer.
So go ahead. Share your work. Let people fall in love with it. Because your product is not too expensive, too niche, or too handmade. It’s perfect for the right people—and marketing is how they’ll find you.
Want help sharing your work without feeling salesy?
Grab my free swipe file: 10 Non-Sleazy Marketing Prompts for Makers & Creatives
They’re short, simple, and designed to help you promote with confidence. Download it here!
