Today, I'm here with an article where we'll take a close look at the most common mistakes that prevent you from making money selling your own products. I've also enriched this list with tips on how to fix these mistakes.
Before we start, let me briefly introduce myself.
Hi, my name is Helena Lachowiczová and I am a mentor for female entrepreneurs and a creator in my own brand Šibabi.cz. I have sold over 10,000 of my own products, which I sewed myself. People queued for my products, and I sold them as far as Japan.
1. Underestimated pricing
What the mistake looks like:
Many handmade creators think, "Do I need to set a lower price for anyone to buy?" They end up in a trap where they barely cover material costs, let alone pay for their time and earn anything extra. Lower prices don't guarantee that people will buy your product. On the contrary, these low prices often create distrust among customers.
Why it's harmful:
- If you don't charge an adequate price, you'll soon start to feel frustration and exhaustion, and soon you won't have money for promotion, growth, or business development.
- A low price can paradoxically lower the value of your product in the customer's eyes, and the customer may find it suspicious.
How to fix it:
- Honestly account for materials, time, and other overheads (e.g., packaging, shipping, sales platform fees).
- Add a margin for your creativity and uniqueness.
- Do a small competitor analysis to know the price range of similar products. However, do not set prices based on competitors.
How to correctly calculate the price of a product? You can find a complete video guide that also explains the principles of pricing and why you must do it this way in the course HERE.
2. Bad photographs
What the mistake looks like:
You have a beautiful product, but the photos are dark, blurry, or boring, so your talent doesn't shine through at all. This is unfortunately the most common problem among creators. And yet, it's the easiest to solve. I myself couldn't take good photos and didn't have an eye for it. My first photos were terrible. But gradually, I improved my presentations and sought information on how to do it better. Following the work of successful competitors helped me a lot.
Why it's harmful:
- In the online environment, visuals are paramount. The customer cannot touch the product and decide, and the only guide is a photo or video.
- Few people want to buy something they don't have a clear idea of what it looks like. Swatches are also a problem.
How to fix it:
- Lighting is key: You need to get enough light into your shots. Natural light is ideal, or simple light sources (softboxes).
- Styling: Play with styling. Create scenes that match your style (rustic wood, pastel background, etc.).
- Detail: Show different angles and take a few close-up shots so that the customer can see the material's texture and small details they wouldn't otherwise have a chance to examine.
3. Unclear brand and target audience
What the mistake looks like:
You want to sell to everyone – from small children to seniors, from minimalists to boho style enthusiasts. I often see this with small female creators who struggle with sales and marketing. Their problems are often due to not knowing their customers and trying to do everything, but actually nothing.
Why it's harmful:
- The customer doesn't understand what makes your product unique, so they easily turn to competitors.
- You don't have the time or space to truly dedicate yourself to one thing and promote it. You constantly jump from one thing to another, and there are no results.
How to fix it:
- Define your "ideal customer": Who are they? What do they like? What makes them different?
- Design your brand's visual style (colors, fonts, photography style).
- Communicate in line with this vision on social media and your e-shop.
4. Weak marketing and neglecting online promotion
What the mistake looks like:
You upload a photo to Facebook and expect orders to start rolling in. When they don't, you feel disappointed or frustrated. The most common response is then to look for flaws in the products. Female creators are even more self-centered and often blame themselves. Yet, it would be enough to do more to let people know you're selling anything at all.
Why it's harmful:
- Without active presentation, your product will get lost among thousands of others. This, of course, harms sales, because then you have nothing, no money for materials and for further operation, promotion and advertising. It's simply a vicious circle.
- People don't know your brand, you don't acquire real customers, and you don't have real references. Unfortunately, this doesn't play into your hands.
How to fix it:
- Publish on social media - rather than regular posts, it's better to HAVE something real to say. To have something to say, you need to have a real offer. For example: 2+1 promotion or New collection, New product, New sewing technique, New gadget.
- Share stories: behind the scenes, your inspiration, the production process in Stories. This keeps your fans engaged.
- Build a database - newsletter - so you can send your offers to customers' inboxes. This builds a sense of "ubiquity".
- Use paid advertising (e.g., on Facebook or Instagram) to get sales not only through organic reach.
5. Too broad a product range without a concept
What the mistake looks like:
You try to make everything possible – from candles and soaps to jewelry and clothes. You may be good at many things, but the customer doesn't know what your "main strength" is or what you're an expert in. In one shop, you should only have one segment.
When I started my business, I sold equestrian clothing and equipment. Even then, I knew how important it was to focus on the ideal customer. Later, I realized how extremely important it is to focus on a specific product segment within that focus, and how difficult it is for one person to promote multiple segments at once. It's process-wise unsustainable. Instead of achieving more, you end up stopping altogether.
I focused on selling riding boots. In a few months, I managed to sell up to 20 times more than I had in the entire previous year. I focused on promotion and filmed several videos for YouTube, wrote several key articles, and constantly took new photos and shared customer experiences. Eventually, I made a big mistake and started dealing with another product (the problem is called the "shiny object" syndrome, and we all have it), and all my sales went to hell. Because attention went to hell.
Why it's harmful:
- You might appear scattered, without a clear identity, which confuses the customer and makes them feel you're not an expert in that specific area.
- You're trying to do too many things at once. This causes problems with the production process, increases production costs, and creates difficulties with your business's growth and orders. They tend to decrease rather than increase.
How to fix it:
- Narrow your offer to the area where you have the most passion and response. It's difficult, but in practice, it works best. Start promoting the products you believe in most and enjoy most. Make this a goal for several months and monitor your attention.
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You can gradually add other lines, but always in line with your brand, targeting, and ideal customer. If you do this, the synergy will multiply, and customers will buy both your best products and the new ones you introduce. But leave a sufficient gap and observe whether your main offer suffers as a result.
6. Disregarding legal and tax regulations
What the mistake looks like:
You "just" sell on Facebook, accept payments to a personal account, and don't bother with trade licenses and tax obligations. Creators who sell their products this way think they are helping customers buy cheaper. After all, they don't have to pay social and health insurance, so the product is cheaper. In reality, however, this means that such a creator does not understand business as a means of livelihood, and probably cannot even calculate the price. How can such a creator guarantee a quality product? It's difficult. If you really want to earn money from your craft, accept the laws and regulations of your country where you enjoy benefits such as free healthcare, social support systems, and contributions. By earning money yourself, you enjoy these benefits, but by not returning anything to the state, you are building both bad karma and a bad reputation (karma is probably worse).
Why it's harmful:
- You risk unnecessary fines, stress, and legal complications if someone reports you.
- Customers may be bothered that you don't issue an invoice or receipt, they don't have proof of purchase for the goods, and it's very difficult for them to claim a refund.
How to fix it:
- Find out the rules for doing business in the Czech Republic and act accordingly.
- Start keeping basic accounting records in Fakturoid or Idoklad.
- Don't be afraid to consult with an accountant or attend beginner business courses like Božena.
7. Insufficient customer communication
What the mistake looks like:
A customer sends a message with a question, but receives a reply only after several days – or not at all. Or they are looking for an email address they'd like to write to, but can't find it. Communication with customers and maintaining contact information on your website is fundamental to success.
Why it's harmful:
- The customer may think you're not interested in them. They'd rather buy elsewhere, where they'll get a quick response.
- The customer may feel distrust. If you don't provide contact information, perhaps you don't want to be contacted, and thus you're likely hiding something or are afraid of something.
How to fix it:
- Create a communication routine: check messages, comments, and emails once or twice a day. Reply to all comments and questions and be factual.
- Be friendly, helpful, and open to any questions. Address complaints immediately if possible or very promptly.
- If you're going on a long vacation, let people know in advance when you'll respond, preferably by sending an email or posting this information on social media.
Seven problems and seven solutions.
How to avoid all these mistakes?
You're not alone. The vast majority of aspiring (and even experienced) handmade entrepreneurs have made some of these mistakes. It's important to learn from them quickly, find proven advice, and take your business to a new level.
And that's exactly what the Online course Božena (click here) will help you with
- You will learn how to properly price your work so that it brings you joy and financial reward.
- You will discover how to communicate with customers, build a brand, and have confidence in selling.
- You will go through practical guides to marketing, social media, and product photography.
- You will become part of a community of female creators who face similar challenges.
Thanks to this knowledge, you won't be afraid to ask for an adequate price, show your creations to the world, and build a stable income from what you enjoy and fulfills you the most.
Go for it and don't be discouraged by beginner mistakes. With a clear plan, inspiration, and support from experienced people, you can move much faster than you can imagine right now. And who knows, maybe soon you'll be telling your success story to other women who have decided to embark on the path of handmade entrepreneurship!
Don't hesitate to leave a comment! I'd be happy to advise you.
Sincerely, Helena Lachowiczová
