Marketing That Doesn’t Suck: Practical Ways to Stand Out in a Sea of Yarn

When I first started out, I fell into the classic trap of trying to be everything to everyone. If someone asked for it, I’d make it—no matter how uninspired, tedious, or downright joyless the project was. Baby blanket in beige? Sure. Another crochet hat with zero personality? Absolutely. I thought that saying “yes” to every custom order would help me build my reputation and keep customers happy. Instead, it left me burnt out and resentful, especially when I realized I was barely charging enough to cover my yarn. I was spending hours creating pieces I didn’t even like, and my creativity felt smothered under a pile of beige blankets and boring beanies. It took some soul-searching (and a few frustrated tears) to realize that trying to please everyone wasn’t just bad for my business—it was bad for my love of crochet.

Marketing. The word alone is enough to make many crochet sellers cringe. It conjures up images of cheesy jingles, awkward TikTok dances, and begging your friends and family to "please share my post." But let me tell you something: marketing doesn’t have to suck. In fact, it can be downright fun if you let it. And guess what? You don’t have to dance (unless you want to, in which case, twirl away).

Let’s talk about practical ways to stand out when it feels like everyone and their cat is selling crochet hats, scarves, or oddly shaped amigurumi that may or may not resemble a hedgehog.

1. Find Your Thing

It’s tempting to try to appeal to everyone. But do you know what happens when you do that? You become as memorable as one of my beige baby blankets. Instead, lean into what makes your work unique. Maybe you’re the queen or king of nerdy fandom amigurumi. Maybe you make baby booties that look like tiny cowboy boots. Whatever it is, find your niche and own it.

And no, “stuff for everyone” isn’t a niche. Be specific. Be weird if you want to. Weird sells. Just ask Etsy.

2. Show Some Personality

People buy from people, not brands. Let your audience get to know the person behind the hook. Share behind-the-scenes photos of your WIPs (even the ones that turn into frogging disasters). Post funny memes about tangled yarn woes. Tell stories about your creative process or how you accidentally sewed the wrong arms on a crochet bunny. Your customers will feel like they’re buying from a friend, not a faceless business.

3. Work That Visual Magic

Let’s face it: crochet is visual. Your photos are often the first impression potential customers get, so make them count. No more grainy, poorly lit shots where your masterpiece is half-hidden under a pile of laundry. Invest in good lighting (natural light is free!) and play with flat lays, props, or themed backgrounds. Seasonal decorations, anyone?

Bonus tip: Show your work in action. A crochet blanket looks great on a couch, but it looks amazing when someone is snuggled up with it, holding a cup of coffee and wearing their coziest socks.

4. Be Everywhere Your People Are

If your target audience loves Instagram reels, post there. If they’re hanging out in Facebook groups, go join the conversation. If they’re secretly old-school Pinterest users, pin away! The key is to figure out where your audience is spending their time and show up there. (Pro tip: don’t try to master every platform at once. Start with one or two and build from there.)

5. Offer Value

Want people to pay attention to your marketing? Give them something they actually want. This could be a free pattern, a handy tip for fixing common crochet mistakes, or even a tutorial on making their own crochet hook holder from a Pringles can. When you provide value, people are more likely to stick around and, eventually, buy.

6. Engage, Don’t Shout

Nobody likes that person at the party who only talks about themselves. The same goes for marketing. Instead of blasting "BUY MY STUFF" posts, start conversations. Ask questions. Respond to comments. Build genuine connections with your audience. The more they feel seen and heard, the more likely they are to support you.

7. Run a Hook-Worthy Promotion

People love a good deal, especially if it’s creative. Run a flash sale, offer a discount for newsletter sign-ups, or create limited-edition kits. Give your audience a reason to act now instead of bookmarking your shop and forgetting about it until next winter.

8. Don’t Be Afraid to Experiment

The best marketing ideas often come from trying something new. Maybe it’s a quirky photoshoot, a series of silly stop-motion videos featuring your crochet creations, or partnering with another maker for a giveaway. If it flops, laugh it off and try again. Marketing is as much about experimentation as it is about execution.

9. Stay True to Yourself

Finally, remember this: the best marketing is authentic. You don’t have to pretend to be someone you’re not or chase every trend that comes along. Be yourself, let your passion for crochet shine, and trust that your ideal customers will find you.

And if all else fails, just remember: even the most seasoned marketers had to start somewhere. Keep learning, keep creating, and keep showing up. You’ve got this, one stitch at a time.

Now go forth and market like the fabulous crochet rockstar you are. And if you’ve got a particularly great marketing win (or fail) story, drop it in the comments. Let’s laugh and learn together!