The Handcrafted Podcast: The Business of making things

Talk Story: Why Storytelling Makes Your Business More Valuable

Free Trial  Summary: Storytelling is one of the most powerful tools you can use in business. Whether you're selling a product, explaining a design decision, marketing your work, or motivating your team, people connect with and remember stories far more than facts. Instead of simply telling customers what something costs or what you do, build a narrative around why it exists and how it was created. A strong story builds trust, increases perceived value, and gives customers something memorable they can share with others.  Key Points: * Tell the why, not just the what. * Use stories throughout the entire sales process. * Build narratives around your products, materials, processes, and design decisions. * A compelling brand story helps customers understand what makes you different. * Storytelling also helps employees believe in and rally around the company's larger vision. * The best stories are simple and memorable enough that customers naturally repeat them to others. Join the Network [http://www.thehandcraftednetwork.com]

The Invisible Ceiling: Pricing, Systems, Creativity & Knowing What to Say No To

Free Trial [https://www.skool.com/handcraftedsuccess] In this Office Hours episode, Paul answers four listener questions about pricing, hiring, social media, and taking on projects outside your niche. He explains why raising prices never feels comfortable, how to know when you've built a real business instead of just another job, why you shouldn't create for Instagram instead of yourself, and how to decide when an opportunity is worth pursuing. The episode is a reminder that growth often comes from embracing discomfort and making intentional long-term decisions.  Key Takeaways * Raise your prices if you're consistently booked out—discomfort is normal. * A real business can operate without you being involved in every decision. * Hire to replace your weaknesses, not necessarily your craft. * Create work you love instead of chasing social media trends. * Evaluate projects outside your niche based on long-term potential, not just immediate revenue. Join the Network [http://www.thehandcraftednetwork.com]

Don't Niche Too Soon: Let Your Customers Build Your Business

Free Trial [https://www.skool.com/handcraftedsuccess] In this episode, Paul challenges one of the most common pieces of business advice: "Find your niche." While niching down is important eventually, he argues that many makers do it far too early—before they've collected enough real-world data about what customers actually want. Drawing from his own experience building Philadelphia Table Company, Paul explains how saying "yes" to a wide variety of projects in the early years allowed the business to discover its true specialty naturally. Rather than forcing a niche based on assumptions, successful businesses often evolve toward the products and services customers repeatedly request. Paul also discusses the value of building a team that allows you to step away from the shop, the importance of community and mentorship, and why flexibility—not stubbornness—is often what separates thriving businesses from struggling ones.  Key Takeaways * Don't niche before your customers tell you what your niche is. * Early in business, say "yes" more often to discover where true demand exists. * Your geographic location and local market heavily influence what products will succeed. * Many iconic furniture brands began as custom job shops before launching product collections. * Build collections around proven customer demand—not personal assumptions. * Stay adaptable. The market changes, and your business should evolve with it. * Hiring employees isn't just about growth—it's about creating freedom and sustainability. * Surround yourself with a community of other makers who openly share knowledge and hold you accountable. * Every business owner should create their own "recipe" rather than blindly following someone else's advice.  Memorable Quote > "Don't niche too soon. Let your customers tell you what your business should become." Join the Network [http://www.thehandcraftednetwork.com]

Own Your Audience: Why Makers Need an Email List

Summer Special ! Start your free trial.  [https://www.skool.com/handcraftedsuccess] 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. Join the Network [http://www.thehandcraftednetwork.com]

The $500 Decision That Changes Everything

Start your free trial! [https://www.skool.com/handcraftedsuccess] In this episode, Paul shares a recent change to Philadelphia Table Company's sales process that has dramatically improved closing rates: replacing an immediate 60% deposit with a $500 design deposit. What started as advice from another furniture maker has quickly become one of the most impactful changes to the customer journey, reducing friction, accelerating decisions, and creating a healthier sales pipeline.  The episode also opens with a discussion about the emotional challenges of running a craft business, why community matters, and how the Handcrafted Network was created to provide makers with the support Paul wished he'd had when starting out.  Key Takeaways * Lower the barrier to commitment. * Asking for a $500 design deposit is psychologically much easier for customers than asking for a 60% production deposit. * Small commitments lead to larger commitments. * Get clients off the market faster. * Once a customer pays the design deposit, they're emotionally invested and far less likely to continue shopping competitors. * The sales conversation becomes simpler. * Instead of explaining refund policies and production deposits, the conversation becomes: * > "The next step is a $500 design deposit so we can begin creating your designs." * Design work has real value. * Professional drawings, sketches, finish selections, and revisions aren't just part of production—they're a service worth paying for. * Improve cash flow through momentum. * While individual deposits are smaller, they create a steady stream of projects moving toward full production deposits, smoothing the sales pipeline. * Test rather than assume. * Paul emphasizes that this is an experiment based on real-world feedback. He encourages makers to continually refine their processes instead of assuming the first system is the best one. Favorite Quote > "It's much easier to say yes to a $500 design deposit than a $6,000 production deposit." Core Lesson Sometimes the biggest improvements don't come from better marketing or better craftsmanship—they come from removing friction. By making the first "yes" easier, customers gain confidence, projects begin sooner, and sales become more predictable. Small changes in process can create outsized results. Join the Network [http://www.thehandcraftednetwork.com]