The Money-Making Power of Specializing your Craft Business

If you’ve been a reader of mine for a while, you know I’m an advocate of “less is more”.

I made the mistake of trying to offer something for everyone when starting my craft business and learned, firsthand, how specializing in something can boost sales.

Specializing is one of the most powerful (and overlooked) ways to make more money as a handmade business owner.

This article shares 8 benefits of choosing a specialty for your craft business.

1 – Value perception

As consumers, we perceive a business’s products to be more valuable when the business specializes in making them.

Whether you’re hiring a mechanic, going to see a doctor, or buying a new pair of earrings, the specialist wins.

When faced with two options: a service or product that is a part of a business, or a business that IS the service or product, you’re going to perceive the specialized business to be more expensive and better.

The business that specializes can charge more.

 

2 – Better quality

When you can focus on making one thing, over and over, and you dedicate your time to learning about and creating the best ____ (earrings, moisturizing lotions, diaper bags, etc.) you inevitably get good at making that thing.

You know the best materials/ingredients to use, the best techniques for production, you know the consumers who use the items and what they want, etc.

So you can create THE best product that outshines your competitors.

 

3 – Less competition

Speaking of outshining the competition, a perk of specializing is that you won’t have as many competitors.

When every jewelry vendor at a craft show is selling necklaces, earrings, rings, bracelets, anklets, charms, etc., but one vendor specializes in statement earrings, they set themselves apart.

Consumers won’t view the statement earrings business as being in the same category as the other jewelry businesses.

 

4 – More memorable

When your business stands out and isn’t competing with hundreds of other businesses that offer something similar, consumers will have an easier time remembering it.

There are hundreds of restaurants that sell French fries, but one that’s top of mind in the French fry category is New York Fries.

And that’s because they specialize in making fries.

They don’t sell burgers, wings, chicken fingers, etc.; they only sell fries (okay…they also have a hot dog on their menu, but it’s not the focus).

 

5 – Trustworthy

When you specialize in something, it communicates to shoppers that you know your craft.

When I’m choosing a new face wash, I’m going to trust the company that specializes in products for sensitive skin over the company that sells dozens of products full of irritating ingredients but has one item for those with sensitive skin.

Consumers will trust that you know your stuff and that your product will deliver if you specialize in making it.

If they trust you, they’ll feel more comfortable spending their money with you.

 

6 – Clear messaging

It may feel like the more benefits you share with shoppers, the more valuable they’ll view your product/business (e.g. I offer elegant earrings, statement pieces, delicate bracelets, etc.). But the opposite is true.

The perceived quality of a single benefit is weakened when it’s presented next to other benefits (check out the goal dilution effect here for more info).

When you focus on one clear benefit your business provides (e.g. the best statement earrings), consumers will place more value on that benefit, and you’ll easily get your message across.

 

7 – More profitable

Specializing allows your business to be more profitable.

You don’t need dozens of different materials to make each type of product, you don’t have to use several different tools, or master different techniques.

You can:

• Buy materials in bulk to get your costs down
• Streamline your production process
• Spend less time figuring out prices, sales pitches, taking photos, etc., for dozens of products

Being able to save time and money (and charge more because of your specialization), you get more money in your pockets from each sale. 

 

Specializing isn’t about doing less — it’s about focusing your energy where it matters most.
When you become known for something specific, you build trust, increase perceived value, and make it easier for customers to say yes.

So if your craft business feels scattered, remember: less really is more — especially when it comes to making money.