What to Say at Craft Shows to Get a Shopper’s Attention

You don’t have a lot of time with each shopper. And many won’t even give you enough of their time to say much more than a “hello”.  

So every word counts. 

If you can say something that grabs a shoppers’ attention as they’re walking by, or as soon as they enter your booth, they’ll be more engaged at your table, and more interested in your products. Which is more likely to lead to a sale. 

If you’re stuck on what to say to customers beyond “Hi, how are you?”, this article will help. 

The idea for this article came about when the owner of a dog treat business emailed me her question. She was looking for ideas for opening lines that would get more people interested in her products. So this article uses dog treats for the examples.

 

Do’s & Don’ts of your opening line

Here are a few points to keep in mind when coming up with your opening line.

 

Do: keep it simple

There’s more than just one good thing about your business and its products, but shoppers don’t have the time or attention span to listen to a presentation.

So keep your opening line short and sweet. 

To do that, you must choose one clear benefit to focus on. 

The more selling points you try to fit in, the less likely your most important message will get through.

Focus on one key piece of information that is most important to your target shopper.

 

Do: get to the point (your target market cares about)

The information you want to share and the information your target market cares about might be two different things. 

For example, the owner of a dog treat business may want to share that their treats are made with:

• their unique recipes
• grain-free ingredients
• natural ingredients
• organic ingredients
• locally sourced ingredients
• a technique that seals in freshness

But none of those points specifically tell the consumer what’s in it for them.

For example, “grain-free” isn’t a benefit; it’s a product feature. 

The benefit you share must be direct; don’t make your shopper connect the dots or solve a puzzle to fully understand what’s in it for them.

What’s the specific outcome your customers want and that your products help them achieve?

Does the dog owner the treat business is targeting care most about:

• Saving money on vet bills?
• How good their dog looks and smells?
• Their dog’s health?

Choose the point your target market cares about most.

 

Don’t: assume your target market knows the benefit

What’s obvious to you likely isn’t obvious to your target market. 

For example, the maker of grain-free dog treats may think it’s obvious to dog owners why they should choose grain-free treats made with natural ingredients instead of Milk-Bone Biscuits made primarily of wheat and containing artificial coloring.

But chances are, your target market doesn’t know nearly as much information about your products and their benefits as you do.

A business owner may also think it’s not worth mentioning the benefits of “grain-free” because all their competitors make grain-free treats too.

But the business that states it, stands out. 

If two grain-free dog treat businesses are side by side and business #1 advertises: “Grain-free dog treats to improve your dog’s digestion” while the 2nd business’s sign reads: “homemade grain-free dog treats”, the consumer is going to assume only one of those products aids in digestion. 

 

Don’t: point out the obvious

Craft show shoppers are only going to give you their attention for so long, and you only have a matter of seconds to make a good impression. 

So don’t waste your time (and theirs) stating the obvious.

“I hand make each item” is probably something shoppers assume when they’re at a craft show or farmers’ market (it also doesn’t point out a clear benefit to the consumer).

Use your opening line to point out something your shoppers typically don’t notice and that might make them think or say: “that’s interesting”

 

How to come up with your opening line

With the previous do’s and don’ts in mind, try drafting your opening line following the steps below:

 

1) Uncover your one customer benefit

Put yourself in your ideal customer’s shoes and ask what’s most important to them. 

What is it your customers want to be, do, or have that you can help them achieve?

>> A healthier dog (with grain-free dog treats)

>> A minimalistic modern style (with minimalistic jewelry)

>> A colourful and whimsical nursery (with colourful, whimsical artwork)

>> Healthier skin (with toxin-free skincare products)

Etc.

 

2) Communicate the customer benefit

Now you can draft one or two sentences to say to shoppers when they’re in your booth. 

It’s perfectly fine to repeat the same opening line to each shopper, but you can also come up with variations so you don’t get bored. 

You may use an open-ended or close-ended question to help get your point across. For example:

Open-ended (can’t be answered with “yes” or “no”): What kind of treats do you normally feed your dog?

Close-ended (can be answered with “yes” or “no”): Do you currently feed your dog a grain-free diet? 

When using a question, be sure that it will allow you to mention your key benefit in the next sentence.

If a question isn’t fitting, you can make a statement that shares the benefit your products provide.

Another approach is to point out something your ideal customer wants to avoid (and that your products can help with). 

For example, “I started making these grain-free dog treats after learning that the majority of vet visits are due to digestive problems.”

 

3) Make it personal

You may find it beneficial to share a short sentence on why you make or use your products. 

For example, the owner of a dog treat business may add a sentence about how their dog’s health improved after switching from a traditional dog diet to a grain-free diet. “I started making these grain-free dog treats after learning that the majority of vet visits are due to digestive problems. I’ve seen a significant improvement in my dog’s digestion and overall health after switching him to a grain-free diet.”

You may share the inspiration behind a product, how you like to use it, the benefits you’ve personally experienced, the stories your customers have told you, etc.

 

4) Adjust

Test different questions and statements to see what gets more engagement from shoppers. 

You can also come up with different opening liners based on the product a shopper is looking at. 

You products should all follow the same general theme (and key benefit), but some may have a slightly different purpose and benefit you’d like to highlight. 

 

5) Use signage

At a larger event, you may not be able to speak to people until they enter your booth. And if it’s busy, you won’t be able to share your opening line with every shopper that does stop in.

So it’s a good idea to use signage to communicate your key message.

A booth at a farmer’s market might place a sandwich board sign at the front corner so shoppers can read it as they’re passing by. 

At a smaller craft show, a tabletop sign at the start of your display (zone 1) can help communicate your key message.

 

 

I hope you found this article helpful! Please let me know in the comment section if you have any questions.