Why Your Artisan Business Needs Help



Have you noticed?

There’s been a boom recently of artisan companies vying for consumer attention.

The word ‘artisan’ is everywhere.

You can drink artisan tea, coffee, beer, gin, rum and other spirits from your artisan cup, mug, or glass, while sitting on your artisan-made furniture. You can live your life (if you can afford it) surrounded by all things artisan.

The UK’s Crafts Council notes that the craft industry generates £3.4bn for the UK economy every year.

That’s a lot.



But what exactly is an artisan?


Artisans aren’t just traditional craftspeople steeped in pre-Industrial Revolution nostalgia. Artisan makers are highly skilled in modern crafts too – from artisan bakers, glass workers and distillers to designers and jewellers, the modern artisan has a passion that flows through into their work.

The business dictionary describes the artisan process as:
‘A production process characterized by minimal automation, little division of labor, and a small number of highly skilled craftsman as opposed to a larger, less-trained traditional workforce. Participants in an artisan process may be self-employed, or employed by a smaller-scale business. Opposite of industrial process.’



In today’s fast-paced world many of us are rolling back to take pride in our creations, taking care to create something personal and worth having. And there’s has no sign of it stopping. People are becoming increasingly sick and tired of a mass-produced world of consumerism.

But this is producing problems for artisans themselves.

While many consumers are favouring artisan-created wares and visiting artisan-run establishments, the number of producers are increasing.

puzzle pieces

How can artisans stand out in a saturated marketplace?

As solopreneurs, self-employed craftspeople, or small and medium-sized enterprises (SMEs), producers have to understand the impact their branding and advertising has on the marketplace.

They have to stand out to survive.

against the current

If you’re an artisan maker, HOW DO YOU STAND OUT?

It’s a difficult question.

How DO you stand out?

When there are tons of other artisans out there, all trying to sell to the same audience, what can you do to make sure they buy from you and not your competitors?

Well, there are a few things …


Use a consistent tone of voice in your branding:

  • product labels,
  • websites,
  • flyers,
  • brochures,
  • promotional material,
  • blogs,
  • and newsletters.

The easiest way to do this is to be yourself. People are buying into you and your vision. If they wanted a generic mass-produced piece of tat, that’s what they’d buy. Instead they want to buy something handcrafted with love and care.

And for goodness sake … don’t be all ‘we do this’ and ‘we do that’ if you’re a solo practitioner. People see through that shit. If you’re a one-man band be proud of that. Talking about yourself in the third person is just so … corporate.

Businessman Giving out Card --- Image by © Royalty-Free/Corbis

Use high quality content:

Your text and images should be as good as you can get them.

Images shouldn’t be fuzzy, and your writing should be professional (both in the writing and in the editing). Don’t just lift images from the internet, copyright infringement is a crime!


Your website should be professional:

  • responsive,
  • well written,
  • inviting and
  • setting you apart from everyone else.


And …

Become a storyteller!

story book

Yes. One of the most effective ways of setting yourself apart from the rest is to become a storyteller.

People LOVE stories.

People LOVE to buy from people and not robots (well, most people do).

Stories are ingrained into human nature; we’ve been telling stories forever.


Your artisan business needs help to stand out

To stand out from the other artisan businesses out there, you need to connect with your audience.

And what better way to connect than through human experience?

Through storytelling you can:

  • Put a face to your business
  • Show your customers who you are
  • Show them what you do
  • Show them why you do what you do
  • Show them how you do it
  • Let them share your journey
  • Let them feel included
  • Help them make informed choices

When your customers feel part of something, they will invest in you and your business.


story teller

helpWant to know more?

Over the next few months I intend to write more on how storytelling can help your business, why storytelling builds connection and builds your brand, and how to simplify your writing to get to the heart of your businesses story.

If you want to get extra snippets why not subscribe to my lovely new newsletter?

Or contact me directly to talk with me about how we can help your business.

The One Where I Talk To A Writers Group

audience at a conference


This week I stepped right out of my comfort zone.

I talked for nearly two hours to a local writers’ group.


Now, if you’ve been following my blog for any length of time you’ll know that I’ve given the occasional talk before, and that I am really, really uncomfortable doing it.

I’ve given two lightning talks at SfEP conferences fairly recently. These were only five minutes long – and timed. And at the time those five minutes felt like forever.

So you can imagine how apprehensive I was to give a talk to an established group of local writers who publish their own writing.

quill pen and ink

The Preparation

To prepare for my talk I really had to look at what I thought would be most useful to the group. The brief was vague – talk about editing and proofreading.

My initial thought was ‘Oh, shit. I’m going to send them to sleep’.

My second thought was ‘Right, what will they find most interesting and helpful’.

And my third thought was ‘Oh, shit. I’m going to teach them to suck eggs and I’m really going to send them to sleep’.

It’s actually really difficult to take a step back, look at what you take for granted and unpack it to see what isn’t as obvious to others as it is to you.

I decided to start at the very beginning, pretend to be Julie Andrews and go back to basics.

sound of music

The Structure

To keep me on track (I do tend to go off on a tangent quite easily), I started with a piece of paper and some headings:

The difference between editing and proofreading.

This was THE most important thing I had to get across. Too many times editors are approached by authors who think they’re ready for a proofread when really they need a copyedit. I figured that if all I managed was to stumble my way through this, it would be useful to the group.

Red pencil not quite a pointy stick

The traditional publishing workflow

As the group self-publish I thought it would be good to go over this, and explain why it’s a useful way to look at self-publishing too.

Stack of Library Books

Why use an editor

Perhaps this would be a persuasive argument when so many writers think that they can do it themselves.

copy editor looking at a book

Levels of editing

I should explain to them what the different levels of editing are, why they are different and why they are all important.

What Type of Edit Do You Need_

How to get the best out of working with an editor

Really, I thought this would perhaps be the second most important thing to get through to them. It’s all very well hiring an editor, but no one really tells you how to do it properly.

writing, editing, corrections

Where to find an editor & their credentials

Following on from the last point, I figured that it would be good to tell them where to go to find an editor. And how to make sure they pick a qualified editor and not a hack who’s just out to do a spell check and take their money.

magnifying glass

I’d also give them a small number of useful links to take home with them, and a couple of other handouts.


I thought this would take me an hour.

I was wrong.

time, clocks, rush job

The Build Up To The Talk

Cue Tuesday night.

I checked my bag about 100 times to make sure I had everything. Ok, only 50. I have a thing.

I left in plenty of time to make my way across the county. During the drive the surrounding countryside was subjected to me singing tunefully to Panic! At The Disco’s latest audio delights. Well, I enjoyed it.

road through the country


But when I arrived at the venue I honestly thought I was going to bomb as my hayfever tablet wore off and the cough I call ‘daffodil’s revenge’ took over. Ack. (or rather, ack-ack-ack-aaaaack)

Hurrah! My lovely host got me a cup of coffee and all was well.

But I was still scared.



When everyone arrived they were absolutely lovely, and were very receptive to me sitting around the table with them, rather than stand up and talk at them. I think this worked out much better as I didn’t have to stand up with everyone staring at me, we were all on the same level and it allowed the conversation to flow more freely.

Besides, I have no idea how a smart board works.

meeting room

The Talk

The group finished off their initial business. Then it was my turn.

Deep breath. Smile. Remember to breathe.

What happened over the next two hours is slightly hazy.

confused penguin


I kicked off by asking the group if they knew the difference between editing and proofreading, and they mostly did. Which was good. But I still whipped out the SfEP fact sheet that I’d printed out for them (from the website, it’s all good). We went through that, just because it was the most important thing of the night.

And then we kinda got side-tracked.

But that was a good thing. The group started asking questions.


questions, questions


Over the course of the night we talked about most things on my list, just not in order. We talked about getting beta readers and why family and friends are not good at critiquing your work. We talked about the different levels of editing and we talked about getting the most from your editor. Towards the end we also talked about where to find a qualified editor and what those qualifications are.

Oh, and I talked a lot about money.

For someone who hates talking money, I figured that it was important.

jar of money


Then, on the back of giving them examples of how much an editor might cost you, I whipped out my style sheet. None of the group had seen one before or used one.

Now, it’s a fairly cluttered style sheet as I included parts of the drop-down menu I use when I’m working, but it gave them a pretty good idea of how to keep their writing consistent. I explained that if they use it when they write, and give the sheet to their editor when they begin work on their novel, it makes their editor’s job easier.

blank checklist


Next, I gave them a character sheet. Like a style sheet for characters in their novel. I didn’t tell them that some of the information on the sheet came from old D&D sheets I used to play with at college.

D&D character

Finally I handed out my ‘handy links’ sheet. It just had a couple of websites of fellow writers and editors whose information I find useful, and editorial societies and tools that can help the writer.

By the time we’d got through all this is was 9 p.m. and time to go home.

open road

The Aftermath

I actually ended up enjoying talking with the Caithness Writers.

The atmosphere was good and most members of the group were engaged and asked questions. Many of these questions were things I hadn’t even thought of including, such as the worry that you’re writing something that someone else has already done, a kind of unintentional plagiarism, and the difference between a subplot and a parallel plot.

So, overall it was an interesting night. I think they found the talk useful. And it goes to show that you can plan a talk, but it’s ok if it goes slightly off piste.

I drove off into the night, singing along to Panic! (only quietly this time), and looking forward to reading the anthology they kindly gave me for not sending them to sleep.


Imposter Syndrome and Five Steps on How to Overcome It

Imposter Syndrome is debilitating

A little while ago I wrote a post about Imposter Syndrome. I said back then ‘I don’t know a single freelancer who hasn’t been hit with it at some point’.

That was two years ago. If anything, I’ve seen more freelancers lately sharing that they feel inadequate, a phoney, a fraud or they just have no confidence in their abilities.

What is it that makes competent, trained freelancers turn into individuals full of self-doubt?

What is it that makes intelligent men and women look at other people in the same situation then think that the other people are better than they are?

To be honest it really pisses me off!

angry human

I’m a freelance copy-editor and copywriter living in Caithness, a remote part of Scotland. Most of my training and my work has been done remotely. Since I wrote that last article I’ve gained Advanced Professional Membership of the SfEP. This is the highest grade of the Society for Editors and Proofreaders. You can only reach this ‘deliberately tough’ level if you’ve proven to be well trained and highly experienced. Yet, I still get the Imposter Monster sitting on my shoulder at times. Boy, is he heavy.




I’ve worked on some brilliant books and written some excellent copy. Yet I still occasionally think no one is ever going to hire me again.


Seriously, why?

I’ve written relatively few articles on this website since the New Year. Can you guess why? I ran out of things to say that I thought might be useful or worth reading. Seriously. I thought no one would care.

And I’m not alone.

A quick search on Twitter shows SO many people struggling with the feeling of being inadequate.

Look, if Neil Gaiman and Neil Armstrong have suffered with Imposter Syndrome, then what hope do the rest of us have?




Kill the negative inner dialogue

My original five steps towards killing the monster still hold true. But first you have to realise when you’re feeling inadequate for no reason, and when (dare I say it) you really do need to take stock.

If you find your inner dialogue telling you the following:

  • you just got lucky,
  • you’re not good enough,
  • you should be doing more.
  • your clients couldn’t tell you if you were wrong anyway,
  • you should feel guilty for succeeding
  • it was a one-time thing
  • you should be doing more training
  • you should be charging less
  • you should let the fear take over, because you’re not worthy


ask yourself: can I prove that I AM an imposter?


  • Did you really get lucky?

Did you honestly put in no work, training or have no knowledge? Prove it.

  • Why aren’t you good enough?

Have you done the work to the best of your ability? Have you trained in your chosen sector? Are your clients happy?

  • Why should you be doing more?

Have you done enough to be competent at your craft? Have you trained and gained experience? Is there really something else you need to do right now? Prove it.

  • What if your clients couldn’t tell you if you were wrong anyway?

Your clients are relying upon your expertise. DO you know what you are doing? Have you trained, can you give reasons for what you do? Are your clients happy with your work? Do you really need to take stock and do more training? Look at your training and what you’ve done. Prove it.

  • Why should you feel guilty for succeeding?

That’s what you’re aiming for – success. Why should you be frightened or guilty for success? Enjoy your success, you earned it!

  • Was it a one-time thing?

Why do you feel like this? Have you never done this successfully before? If you’ve failed before what did you do differently this time? Will you do it again? It was only a one-time thing if you don’t do it again.

  • Why should you be doing more training?

What training have you completed so far? Is there more you need to do? Why? Do you need to do it or are you just addicted to training? Are you competent at what you do now? Why do you think you need more training? Are you keeping up with your CPD?

  • Why should you be charging less?

Are you charging more than the market will stand? Do you not have enough experience to charge a higher price? Remember that more experience and training commands a higher fee – are you charging similar to other freelancers in your position with your background? If you think you should be charging less – prove it.

  • Why should you let the fear take over, why do you think you’re not worthy?

What is the worst that can happen if you fight the fear? If you’re not worthy, prove it.




By now, hopefully, you’ve realised that you’re not an imposter.


You may have also highlighted areas where more training would be beneficial. This can be a positive step – take that training.


take the training


Five steps to destroy Imposter Syndrome

With your head held high, use these five steps to move away from Imposter Syndrome and kill that monster. It’s all about emotional intelligence, understanding what’s happening and taking positive steps to take back control.


Step 1.

Realise that this monster will attack you when you’re vulnerable.

Step 2.

If you feel the first niggle, take stock, understand the situation and realise that the monster is trying to feed. This may be enough to kill the monster dead – accept what it is and let it go.

Step 3.

If the monster does take hold understand this:

  • Just because you find something easy, or something comes naturally to you, don’t discount it.
  • Remember that not everyone knows what you know and not everyone deals with things the same way.
  • You don’t necessarily need the same pathway to a career as everyone else.
  • If you think you are a fraud, most other people you know think the same thing about themselves.

Step 4.

To keep the monster at bay, realise your self-worth. It is not a dirty word.

  • Print out and keep emails that praise your work, or even just say thank you for a job well done. Pin them to your board, keep them in a jar, put them in a folder. Imposter syndrome thrives on the lack of outside validation – keep these positive messages and believe them. You didn’t ask for them to be written, did you?
  • If you did ask for testimonials, believe them … those clients would not react favourably to a job badly done.
  • When you have good days keep a note, put them in a jar and go back to them when you feel the monster growing beside you.
  • Talk to someone. If the monster has grown huge and won’t let you go, take a realistic view of your work. If you really feel a fraud, ask someone you can trust for an honest opinion.
  • Keep a book of training, accomplishments and successes. Prove to yourself that you are not a fraud. Be a Vulcan, leave emotion behind and concentrate on the cold, hard facts of your working life.
  • Laugh it off. If it gets bad, take the day off if you can, do something fun and remove the stress for a short while. Stress to the Imposter Monster is like a fine dining experience.

Step 5.

Kill the monster. By believing in yourself, and understanding the nature of the beast, you may eventually kill it. If you do you are one of the lucky ones.


imposter monster


Imposter Syndrome is a real problem. It can be debilitating. It sucks the life out of you, stops you moving forward and eventually, if you give in to it, can destroy you and your business.

Don’t let it win. You can do this!


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