The Allure of Authenticity: Rural stories can give your product a leg up

Why Rural Craftsmanship Resonates in Online Sales Guest post by Tance Hughes In today’s digital age, the online marketplace is bustling with options at every click. Amidst the buzz of big brands and flashy advertisements, there lies an understated yet profound power: the allure of authenticity. For rural entrepreneurs, this authenticity is rooted in their craft, […]

For rural entrepreneurs, authenticity is rooted in their craft, the traditions it stems from, and the genuine narratives behind each product. Photo by Deb Brown

Why Rural Craftsmanship Resonates in Online Sales

Guest post by Tance Hughes

In today’s digital age, the online marketplace is bustling with options at every click. Amidst the buzz of big brands and flashy advertisements, there lies an understated yet profound power: the allure of authenticity. For rural entrepreneurs, this authenticity is rooted in their craft, the traditions it stems from, and the genuine narratives behind each product.

A jar of jam preserving the flavors of a bountiful summer harvest can embody more than mere utility.

Handcrafted Goods: Beyond Just a Product

Each handcrafted item carries with it a story of its origin. Whether it’s a quilt stitched during the quiet hours of a winter evening, or a jar of jam preserving the flavors of a bountiful summer harvest, these items embody more than mere utility. They represent hours of labor, generations of passed-down knowledge, and a deep connection to the land and community.

When consumers purchase these goods, they’re not just buying a product; they’re buying a slice of history, a tale of dedication, and a bond with the artisan. This level of personal connection is something mass-produced items often lack, no matter how high their quality might be.

Telling the Tale: Narratives That Captivate

For rural entrepreneurs looking to stand out in the online market, the key is to emphasize these narratives. Detailed product descriptions that talk about the craftsmanship, the traditions that inspired the product, or even anecdotes about its creation can captivate a potential buyer’s imagination. High-quality photos and videos, showcasing the product in its natural rural setting or in the process of being made, can further enhance this narrative.

Platforms like Etsy or ArtFire thrive because they promise products imbued with authenticity.

The Modern Consumer: Seeking Genuine Connections

Modern consumers, bombarded by generic advertising and overwhelmed by choices, are increasingly drawn to authentic experiences and products. A survey by Cohn & Wolfe found that 91% of global consumers value honesty from brands most. This means that rural artisans, with their genuine products, have a competitive edge. Their offerings stand as a beacon of genuineness in an oversaturated market.

Moreover, the rise of platforms like Etsy or ArtFire, which specifically cater to handmade and vintage goods, attests to this growing consumer trend. These platforms thrive because they promise products imbued with authenticity.

What Does This Mean For Me?

The digital marketplace might seem vast and impersonal, but therein lies an opportunity for rural entrepreneurs. By leveraging the inherent authenticity of their crafts and effectively communicating the stories behind each product, they can forge deep connections with consumers. In an era where genuineness is increasingly cherished, rural craftsmanship is not just a relic of the past but a vibrant force shaping the future of online sales.

About the guest author

Tance Hughes is The Ruralpreneur, empowering small town entrepreneurs to expand their product-based businesses through e-commerce. Sign up for his regular newsletter at The Ruralpreneur.