The Handcrafted Podcast: The Business of making things
The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you're a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business strategy.
The Handcrafted Podcast: The Business of making things
Own Your Audience: Why Makers Need an Email List
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Summary:
This episode argues that makers should stop relying only on social media or handing out business cards, and instead start collecting emails so they can “own” their audience. The main idea is to use email marketing in a luxury, story-driven way—less “buy now,” more behind-the-build narratives, project highlights, inspiration, and client/project stories.
Key points:
- Social media audiences belong to the platform, not you.
- Ask for emails at markets, galleries, shows, and client interactions.
- Send narrative-based emails, not discount-style marketing.
- Use project stories, photos, process, and inspiration.
- Monthly or quarterly emails may feel more premium than weekly blasts.
- Segment your list: residential clients, interior designers, commercial/design clients.