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In 2020, my husband got laid off from his job. At first, we had no idea how we would survive on my teacher’s salary. So we started a side hustle selling succulents off our front porch, hoping to make some extra ice cream money.
Since then, that little side hustle, Primary Market, has turned into a thriving personalized gifting business that brings in more than six figures in revenue each year. I’m still a full-time teacher because I love it, but our business now brings in far more than the teaching salary I was so worried about.
People always ask us how we did it. One thing I’ve learned is that packaging is one of the most powerful tools you have for growing your business.
Investing in the presentation of my products has allowed me to create a premium brand and charge premium prices.
So if you feel like you’re ready to grow, here are the five secrets I’m spilling about packaging.
Secret #1 - You’re Selling an Experience, Not Just a Product
Last year, my daughter begged me to buy her an $85 sweatshirt from her favorite influencer on YouTube.
I know it sounds crazy, and I was a little bit skeptical, too. But when that box came to my door, we could instantly recognize the YouTuber’s brand. It was a whole experience. We opened the printed box, saw a nice cotton bag, and inside that, the sweatshirt.
That $85 wasn’t for cotton and ink. It was the price we paid to be part of the experience and connect with the brand my daughter loves so much.
That’s what I strive for with every order at Primary Market.
My goal is for our products to be the nicest looking gift on the gift table. I want the recipient to be so drawn to the presentation that they either open it first or save it for last because it looks like the best one. This is how you justify a higher price.
And honestly, the packaging is sometimes more powerful than the product itself.
I once had some olive oil sent to my house. It came in the nicest box I've ever seen, with printing on both the outside and inside. Honestly, the presentation was so brilliant that I wanted to buy some for my own gifts (and I didn’t even know if the actual oil was good or not.)
Good packaging is such a boost to your business that you can’t pass it up.
Baby gifts made with Truflat laser plywood
Secret #2 - Your Brand Needs Its Own “Nike Swoosh”
Anytime you see the swoosh, you know it's Nike. Every time you see that dark green, you know it's Starbucks. For your business to grow and be recognized, you need to make your branding memorable.
For me, that signature is a thick black satin ribbon, a sticker, and a sleek box. My customers know that every time they pick up an order, it's going to have a black ribbon on it.
How to do this for your business?
First, figure out your brand colors and aesthetic. That might be bright colors, like my friend who uses fluorescent colors, pinks, and greens. Or you might go neutral with craft boxes. Think about what symbolizes your brand and go from there.
Once you identify your brand design, apply it consistently across your whole business, from website to packaging and beyond. Wherever people see or interact with your business, you want them to see those colors and motifs.
My advice: don’t show up like a crafter. Instead, be Gucci.
My signature black bow
Secret #3 - The Secret to Scaling Is Firing Yourself
Early on, I learned that if I wanted to grow, I had to delegate some things.
I simply didn’t have enough time to do it all anymore. Orders were rolling in, but I still had a day job. So one of the first things I chose to delegate was the packaging.
Yes, it’s a crucial part of the business, but it doesn’t have to be done by you.
My mom does a lot of my packaging for me. I also have an employee, Serenity, who has been a godsend. Her attention to detail is unbelievable, and I can trust her with my vision.
Once, when we were missing the original box for a marble board set, she created a stunning new package from scratch. She disassembled the board, arranged all the pieces beautifully in a different box with shred, and tied it all together with ribbon. I was amazed.
Best of all, my business can continue to grow because I’ve won my time back and started operating as CEO instead of employee.
Packaging up a marble charcuterie board set
Secret #4 - A “Full” Package Always Feels More Premium
Packaging needs to be full.
It’s a little trick of the brain we all experience. If you have a big plate and a little bit of food, you're never going to feel full. It's the same thing with presentation. If you have a box that's too big and you put something little inside, it gets lost.
To achieve that full look, your box needs to be packed. Choose the right size box and use fillers, whether that’s paper shred, foam, or deco mesh.
And don’t forget a handwritten thank-you note! Acknowledge the fact that out of all the options your customers had, they chose you.
Secret #5 - The Right Supplier Can Make Packaging Easy
Packaging is not cheap.
Most makers don't take this into account when doing their pricing. I have to source ribbon and boxes, and a single box can cost 75 to 80 cents. But not when I buy from MakerFlo.
MakerFlo products, like the 11-piece marble charcuterie board set, come in a nice, logo-free box. That pristine, white, marble-printed box saves me about $2.50 per unit. When you’re doing hundreds of boxes, that $2.50 adds up quickly.
[product=marble-charcuterie-board]Steal the show at any gathering with this gorgeous, ready-to-engrave marble charcuterie board 11-piece set.[/product]
Many of MakerFlo’s products come with foam that’s shaped specially for the item, which completely elevates the presentation. The whiskey decanter set is a great example of this. All this to say, MakerFlo’s packaging is a huge value-add that saves me money and time.
[product=whiskey-decanter-set]Choose from a 2-glass or 4-glass set complete with beautiful packaging.[/product]
So there you have it!
These are the secrets of packaging that have helped me turn a front-porch side hustle into a thriving business. It all comes down to giving your customers an experience, creating a consistent and memorable brand, and being smart about how you use your time and resources.
You can find me on the Primary Market website and on Facebook.
If you’d like to see some of the beautiful, pre-packaged blanks I use to create my premium gifts, you can check out my curated collection of MakerFlo products.
And if you want to connect with other makers who are serious about growing their businesses, I’d love for you to join my community of 16,000 members over in the Primary Market Laser Partners group on Facebook. We’re all learning and growing together.
Thank you, Kathryn, for sharing your insights with us! Connect with MakerFlo by joining our free MakerFlo Makers Community and following us on Instagram, TikTok, and YouTube.
Next up, find more great resources for growing your maker business by visiting our MakerFlo Pro resource hub.
