In recent times, we have witnessed the hot glue revolution. The yarn ball transformation. The hodge-podge coup d’état. The resurgence of all things crafty and handmade infiltrating the consumer culture faster than Martha Stewart can turn a pine cone into a bird feeder. And as marketers, we feel pretty lucky to be hitting our stride at such an opportune moment in history. We’ve always loved creating something out of nothing (and too often, something out of expensive Michael’s purchases), and we love the chance to use our skills and spray paint-wielding abilities in our day-to-do work – for our clients and for ourselves. We create press packages and party favors, holiday gifts and trade show swag. We even use our skills for experiential marketing campaigns.

Make it and they will come. Here’s the deal – people love stuff that isn’t made in a factory in China. It’s science. For instance, you are offered two cookies. One is made in your co-worker’s kitchen, and one comes in a plastic, vacuum-sealed tube. Unless your co-worker has a hygiene problem, you will always pick the one from scratch. Or, remember when you made your mom that necklace out of macaroni and buttons and she said it was the best gift on the planet? It’s because YOU made it, and it came from the heart. These sentiments are ingrained in our psyche, and humans just can’t shake the warm, fuzzy feeling that comes with receiving a handmade treat.

Go out on a whim. You probably don’t want to associate your company with sparkly unicorns and trees made of ice cream, but in select moments, a little bit of whimsy can do wonders for making your brand more personable. Knitted wine bottle cozies or jars of freshly made jam are way more interesting than a highlighter with a logo on it. They’re meaningful and they’re fun, and that ballpoint pen/flashlight combo is destined for a cup filled with ten others just like it. We can see it now – “In a jam? Call AAA Insurance Company.” And that’s why they pay us the big bucks.

It’d be a whole lot cooler if you did. Like we mentioned before, this whole craft thing is all the rage. Etsy, Pinterest and a slew of personal blogs are stuffed with do-it-yourself tips, handmade products and inspiration for projects. There’s even a street team called the Knitterati. What was once a quaint hobby for ladies with too many cats is now the “it” extra-curricular activity, so if you want to establish some in-the-know cred, look no further than your old crocheting needles.

Ahem. It’s handmade, not homemade. If you’re spending time making crafty little gifts and packages for your business, don’t make it look like it was done at summer camp. The idea is that it’s BETTER than the store-bought alternative, not a kitschy piece of junk. Make sure your work is neat, clever and professional. You may want to avoid popsicle sticks and fabric paints, but we’ll leave that to your discretion.

We can tell you’re getting excited. That box full of miscellaneous scrap paper, ribbon and X-Acto knife blades have been burning a hole in your closet for years, and it’s time to put it to good use. Your mother will be so proud.

Craft Punk: Why You Should Do It Yourself

Making something yourself over just buying it

Why you should do it yourself

Regular

If you haven’t picked up your copy of The 5 Love Languages, don’t bother. The marketing geniuses behind the book actually put the bulk of the information online. While the “experts” responsible for this relationship guide may not be sales gurus, they do bring up some interesting points about the way we interact with people – ideas that extend beyond the romantic and could potentially affect the way we deal with clients. Ding ding ding! That was your brain telling you to listen up.

The 5 Love Languages explains that there are five different types of people who require different types of attention and affection to feel loved. Likewise, these people often show affection in the same manner. The trick is to figure out what your “love language” is and what “love language” your partner is speaking so that you can provide the right kind of attention and ask for what you need in return. The five languages are words of affirmation, quality time, receiving gifts, acts of service and physical touch. You get the idea.

But, while your clients probably don’t desire your physical touch (and really, if they do you should probably avoid it), they do need to feel like a priority in your work life, and it’s up to you to figure out how to show them.

Communication. You may prefer to share information via email, text message or carrier pigeon, and if you’re lucky, you and your client are on the same page. Or are you? Even though you may view it as in interruption, a phone call can be way more effective than the written word, and the results are immediate. No back and forth, no waiting. Sometimes a hand-written note can show you care more than a quick email. The point is, whatever they like, do it. It’s not about how YOU like to receive communication – it’s about them – and your decisions should revolve around more than your personal preference.

Work. Sometimes people want you to do what they ask you and stop bugging them already. More commonly, your clients will want you to come up with ideas and provide unsolicited assistance with various projects. You know how your parents always said, “I really wish I didn’t have to ask”? This time, instead of making your bed, you’re making your clients happy by operating on their terms and giving them what they need to see value in your services.

Meetings. Your face-to-face time with your clients is critical, but each one sees the opportunity in a different light. Perhaps one of your clients is a chatty Cathy who likes to meet up with you for cocktails. Another may prefer 20-minute conversations with not so much as a comment on the weather. These are two different types of clients and should be treated separately but equally. Clear your schedule for an evening with Cathy and have an organized agenda prepared for Speedy Gonzales. Whatever you do, show them that you respect their needs and attitudes and have planned accordingly.

Like we said, these concepts can be applied to just about any relationship with any person – your grandma, your best friend, your girlfriend, your employee and of course, your clients. Although you can hope that everyone on that list considers your wants and needs, the clients are the exception. After all, they are paying you (hopefully) to be around, and those other guys aren’t (again, hopefully). We definitely recommend perusing the 5 Love Languages website, hokey as it may be because there really is a lot to learn (the section on apologies is also pretty useful). 

The Five Languages of Not Screwing Things Up With Your Clients

Lessons on maintaining a good relationship with clients