5 Ways to Create Handcrafted Marketing

At this time of year, right in the middle of gift-giving season, it’s common to see to a variety of handcrafted gifts available, including:

  • Handcrafted tools
  • Handcrafted jewelry
  • Handcrafted furniture
  • Handcrafted candies
  • Handcrafted beers and spirits
  • Handcrafted clothing

Giving handcrafted gifts convey the message you invested the time and energy into giving something special with personalized intention and thought.

If you’ve read any of my previous articles, books or attended any of my webinars, you know I am a huge fan of creating handcrafted marketing that conveys the same feeling to your targeted recipients.

The more “me to you” your marketing appears and feels like, the better your chances for connecting and getting the intended response.

So with this thought of handcrafted marketing in mind, I want to remind you of five ways you can create your own handcrafted marketing promotions and campaigns.


1 – Do less marketing, better.

There’s a reason that artisan’s and craftsmen can only produce a limited amount of their product versus the Chinese factory which can pump out tens of thousands of a similar item. The former is focused on quality, while the latter is focused on quantity.

You see the same thing in marketing, when you smart, direct-response marketing versus see big, dumb branding campaigns.

For most small business owners, the opportunity to go small and doing smaller, more personalized marketing campaigns is a much better investment than trying to do too much at one time.

Read this past article for more on this topic.


2 – “Write and talk to a friend.”

The more focused and specific your marketing messages are to a targeted recipient, the better your chances are for getting the results you are looking for.

The small business owner has a unique opportunity to write and talk to their various audiences in a friendly and highly-personalized way.

Worry less about proper English (or whatever your main language is) and focus more on writing and talking in the same manner you would speak to friends and family. This friendly tone will help you connect.

Read this past article for more on this topic.



3 – Create marketing that looks like it was sent to only one person

When you’re focused on handcrafted marketing, your able to create unique, high impact marketing campaigns that have the appearance of being sent only to the recipient. My wife recently received this direct mailer from a local car dealer which illustrates this point to a tee.

It’s a direct mailer that is supposed to look like an email. Study this and see if you can use something similar in your next marketing campaign (click to enlarge).

Read this past article for more on this topic.



4 – Personalize with CopyDoodles®

My world-famous CopyDoodles are the easiest and simplest way to add the attention-grabbing power of handwriting to your offline and online marketing. Look at how the handwriting and doodle, on the example above, draws your eye into the piece.

CopyDoodles is the world’s largest collection of direct-response, hand-drawn graphics, handwriting fonts, business cartoons and software tools for creating RESULTS.

Read this past article for more examples.

5 – Using “marketing DNA” to craft personalized and relevant messages and offers

This requires the use of some sort of behavioral-based automation platform, like Infotail Elements or Infusionsoft, which enables you to track what people do and don’t do as they progress through your various marketing campaigns and funnels.

The car example above is using marketing DNA, it knows my wife purchased an Acura, to send her a specific offer.

By tracking behavior, you can now present very specific messages and offers to get people to notice them and take action.

Read this past article to see some unique examples.

So there you have five ways to create handcrafted marketing and go from plain-vanilla, mass-marketing to powerfully personal, handcrafted promotions and campaigns.   If you’ve created your own handcrafted marketing campaign or promotion, let me know by leaving a comment below.

About Mike Capuzzi

Mike is a publisher, Amazon # best-selling author, and coach for business owners, entrepreneurs and corporate leaders looking to stand out from the competition by authoring, publishing and leveraging short, helpful books. He is the author of 19 books, including two Amazon #1 Best Sellers. Learn more about his publishing opportunities at BiteSizedBooks.com.


  1. Jim Edholm on December 14, 2015 at 3:37 pm

    Your usual good stuff, Mike. I particularly like the email with the printed “note” on it. That is exactly the kind of thing one executive might send another. Great idea!!


    • Mike Capuzzi on December 14, 2015 at 4:32 pm

      Run with it Jim!!!!

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