The Biggest Marketing Mistakes Crafters Make (and How to Avoid Them)
Marketing your craft workshops can feel like trying to untangle a giant ball of yarn—you know there's a start and an end somewhere, but finding it (without pulling your hair out) can be challenging. And let's be honest, as crafters, we’d rather be elbow-deep in paint or tangled in yarn than trying to figure out how to get our workshops noticed.
But here's the thing: if you avoid a few major marketing missteps, you'll see your workshops fill up faster than a basket of free yarn at a knitters' convention. Let’s talk about some of the biggest mistakes crafters make when marketing their workshops and how you can dodge those pitfalls to see real success.
MISTAKE 1: RELYING ONLY ON WORD-OF-MOUTH
Let me start by saying, I love word-of-mouth. It’s like a friendly recommendation from your favorite neighbor. But if you’re banking on it alone to fill your seats, you might be in for some quiet weekends. Word-of-mouth is amazing for getting repeat attendees, but it’s not the fastest way to grow.
Why it’s an issue: Without a steady flow of new people finding your workshops, it’s easy to get stuck (and honestly, even give up…). Plus, if your regulars get busy, suddenly your workshop roster is looking a little… sparse.
What to do instead: Start building an email list (yep, even if it feels old-school) and get social. Even if social media feels like a lot of noise, it’s where your potential attendees are hanging out, looking for something fun to do. Consistent posts and simple emails can make a world of difference in reaching new folks. Trust me, it’s like throwing a little glitter into your marketing—suddenly, everything’s catching people’s eyes!
MISTAKE 2: POOR AD COPY OR VISUALS
You know the saying, "A picture is worth a thousand words"? Well, when it comes to marketing your workshops, a bad picture is worth a thousand missed sign-ups. Same goes for ad copy that just doesn’t speak to anyone. I've seen some truly amazing workshops flop just because the photos didn’t do the magic justice or the description didn’t tell people why they needed to join.
Why it’s an issue: Visuals and copy are literally the first impressions people get of your workshop. If you don’t catch their attention right away, they’re scrolling past. And if you’re putting money into ads, that’s even more heartbreaking.
What to do instead: Focus on creating visuals that stand out and tell the story of your workshop. It doesn’t have to be professional photography, but bright, clear, and fun photos go a long way. Show people having fun, crafting away, and most importantly, show off the final product! For your ad copy, highlight the benefit—what will they learn, what experience will they have, and why should they care?
Feeling lost with ads? I’ve put together a free mini training that focuses on ad mistakes I see most crafters make—because let’s face it, ads can be a bit of a beast. Check it out here: [Free Mini Training].
MISTAKE 3: UNDERVALUING THE WORKSHOP
I get it—you want to keep the cost low so that everyone can join in on the fun. But here’s the truth: undervaluing your workshops actually does a disservice not just to you, but to your participants. When you price too low, it suggests your skills and effort aren’t worth much, and that’s just not true.
Why it’s an issue: Low prices can hurt your ability to scale, and they often mean you're not getting paid for your time. Plus, if you’re barely covering costs, there’s no budget left for improving your materials or making the workshop experience even better.
What to do instead: Charge what you're worth, friend. Your skills took time, love, and effort to build. Think about what would make it valuable for someone: the expertise they’re getting, the unique experience, and the tangible results they take home. People are happy to pay for value when it’s clear what they’re getting. Don’t be afraid to price confidently!
MISTAKE 4: NOT UNDERSTANDING YOUR IDEAL AUDIENCE
If your marketing is too broad—trying to appeal to everyone and their grandma—you’ll find it lands with no one. We’ve all been there, thinking “I just need people to come, anyone will do!” But actually, narrowing down is where the magic happens.
Why it’s an issue: Trying to appeal to everyone makes your message fuzzy. People are more likely to book when they feel like the workshop is for them. Specificity resonates.
What to do instead: Think about who your ideal attendee is. Are they young moms looking for a creative break? Couples looking for a unique date night? People who love sustainable crafting? Get into their heads—think about where they spend time (are they on Instagram? Browsing Pinterest? Reading blogs?) and what they care about. Then, talk directly to them.
MISTAKE 5: INCONSISTENT MARKETING
Ah, the consistency struggle. We’re all guilty of posting daily for two weeks and then ghosting because life got busy (been there!). But the key to building momentum is consistency—even if that means less frequent but regular effort.
Why it’s an issue: Inconsistent marketing confuses your audience. They might see a flurry of posts from you and then nothing for a month, which makes it easy for them to forget about your workshops.
What to do instead: Create a simple content plan. It doesn’t have to be complex—just decide on one or two posts a week and stick to it. Use scheduling tools to batch content ahead of time. Think of it like crafting—consistency makes all the difference in seeing results!
Did I mention that inside Marketing for Crafters I created a 30-day Social Media Challenge that gives you e-x-a-c-t-l-y what to post for 30 days, with example posts, caption templates and instructions to replicate my best perforimng posts! Yea, it’s amazing (but I’m biased).
The Path to Stress-Free Marketing
There you have it—the biggest mistakes that crafters make when trying to market their workshops. The good news is that each of these is totally fixable, and when you make those changes, you’ll see a big difference in how full your workshops are.
If you're ready to stop making these mistakes and learn how to market with confidence and ease, my course "Marketing for Crafters" is here to help {in this link}. It’s packed with everything you need to fill those seats, without the stress and guesswork.
And don’t forget to check out my free mini training on ad mistakes—I promise it’ll help save you time, money, and maybe a little sanity too. 😊