Are You Saying Something—or Just Saying Something?

How Handmade Sellers Can Master Meaningful Communication

Can you tell the difference between someone who has something to say and someone who has to say something? It’s tricky—sometimes they look the same, but one tends to obscure the other. Even brands, including handmade sellers, fall into this trap. Many think they’re having a conversation with their customers, but often, it’s just a transaction.

And let’s be clear—there’s nothing wrong with selling. Your customers can love your products without diving into every detail of your brand story, mission, or ethos. But how do you know if you’re genuinely saying something of value or just filling space?

The answer lies in a simple communication strategy that Harry Dry explains beautifully. His approach emphasizes that effective communication with customers—whether it’s on your website, in emails, or on social media—requires more than just words. Here’s his blueprint for communicating in a way that truly resonates, plus one surprising tip that many overlook.

1. Make It Visual

When sharing about your product, tell a story that’s visual. Think of it like creating a mini-movie with words, pictures, or even behind-the-scenes clips that bring your product to life. Customers love seeing a glimpse of your process, the materials you use, or how others are using your items.

For Handmade Sellers: Instead of simply describing your jewelry or candles as “handcrafted with care,” show a quick video of you hand-pouring wax or soldering a piece. A single image of a customer wearing your jewelry or using your product tells a story far more engaging than words alone.

2. Be Falsifiable

This might sound technical, but it’s a simple concept: Make your claims specific enough to be “falsifiable.” Don’t just say you offer “quick delivery”—try, “Ships within 72 hours” or “Delivered by Friday.” A specific promise not only feels more genuine, but it’s also easier for customers to trust.

For Handmade Sellers: Instead of “high-quality materials,” go with “Hand-spun wool from a local farm” or “Soy wax, sourced sustainably.” This builds trust and credibility because customers know exactly what they’re getting.

3. Embrace Uniqueness

Take a look at what others in your niche are saying—and then do the opposite. Uniqueness is key to standing out, especially in a market where terms like “handcrafted” or “artisan” can blend in. Think about what makes your process, story, or product truly different, and focus on communicating that.

For Handmade Sellers: Let’s say you make hand-poured candles. Instead of saying, “These make great gifts,” say, “The candle you’d steal back after gifting.” Uniqueness sparks curiosity and makes customers remember you long after they’ve scrolled past.

4. The Power of Saying Nothing

Yes, sometimes the most powerful thing you can do is say nothing. When talking with your customers, ask questions and then listen. Give your audience room to respond, and hold back on filling every moment with words. Whether it’s through social media comments, email surveys, or in-person interactions, listening gives you valuable insights into what customers truly want.

Try This: On your social channels, ask a question like, “What scents do you want to see next?” Then, let the answers flow without immediately responding to each one. Or, in an email, include a simple question: “What do you love most about handmade products?” The responses will show you exactly what resonates with your customers and can spark ideas for future products, content, or improvements.

In Summary

To communicate effectively, you don’t always need to be saying something—you need to be saying something that matters. When you focus on visual storytelling, specificity, uniqueness, and even the power of silence, you create a connection that’s more than transactional.

Make these tips a regular part of your communication, and you’ll notice how much more engaging, genuine, and memorable your brand feels to your customers.