The circumstance analyzed in the research was people selling items they’d created themselves, such as arts and crafts marketed via Etsy. A successful sale confirms to the creator their competence as a producer, and this generates happiness. As anecdotal evidence for this effect, the researchers quote from an Etsy forum, “It’s so flattering when people choose to buy your creations,” and from their own interviews, “A sale… makes me feel as though my items are appreciated.”
In the formal studies, sellers of handmade items reported experiencing greater happiness during times they were selling more of those items than when selling fewer. Making more money is likely to increase happiness. Also, when you sell more, this can lead to expectations of robust future sales. However, the explanation for more happiness from increased sales goes beyond those causes. Analysis of the data showed the relationship held even when accounting for the differences in sales revenues. That's because happiness is generated from recognition by others of the salesperson’s skills as a producer. Experiencing the competence from producing the item does bring happiness. Then there’s additional happiness derived from selling the creation.
The effect was smaller when the salesperson was selling items created by others. Still, I believe the findings argue for salespeople and other marketers to personalize offerings to the extent that making the sale brings happiness by verifying the marketer’s creative skills.
In all this, avoid giving to consumers the impression that the creativity you invested in your item makes you hesitant to part with it. Such an impression could kill sales. Also don’t make what you’re offering overly precious. Utah State University researchers noted how people seeking rental income often will describe their offering in ways which show how great care has been lavished on the item. The objective might be not only to portray the item as attractive, but also to discourage damage. Yet the researchers found that when people described high emotional attachment to the item, prospective renters became less likely to seal a deal, worrying they might sully a masterpiece highly beloved by the owner.
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Stay Humble When It Comes to Handcrafted
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