A customer asked me on Saturday what makes my candles different from other makers’. I paused for a second, and laughingly said with a smile, “Um, not really anything. They’re just made by me!”
The lady looked back at me, smiled briefly, and walked away. Whoops. Blew that sale.
The problem with me is a couple of things:
- I have a self-deprecating sense of humor
- I occasionally suffer from impostor syndrome
- Every once in a while, on the rarest of occasions, at the most random times, I just happen to speak without thinking first
I've long since accepted that I use attempts at humor as a coping mechanism. Actually, that's not true; I just realized it now.
Anyway, whether it's insecurity, uncertainty, or shyness (believe it or not), it can come out at inopportune times. It's not always ideal, but it seldom is a deal breaker.
The impostor syndrome is a bit trickier. I know I'm intelligent, I know that I work hard, and I know that I am creative. But I (like many women) struggle with thinking that I'm not good enough despite my clear qualifications.
When I throw in my impulsiveness (or quick wit, as I like to think), every so often I get the perfect storm: Hurricane Margie has struck land.
Since I launched my business, I have been thinking a lot about what sets my product apart. As I pour hot wax into countless glass jars, I go back and forth--a tipping scale with each side going up and down as I compare myself to others:
- “I use the best scents”
- “I’ve spent hundreds of hours testing”
- “I only use containers that are safe for candles”
- “I curate everything myself”
- “I use soy wax”
- “My business is insured”
- “I pour everything myself”
- “I’m a small business”
With each positive fact about my own business, I compare myself to others. Obviously, that’s good to do to some extent (know thy competition), but I also need to just chill out.
Also, I need to have my elevator speech prepared. When someone asks me again what sets my candles apart, I need to be prepared to tell them this:
Hayes Street Candle Company offers 100% soy wax candles in a variety of scents. I do not use any additives or dye. The containers themselves are designed specifically to handle the heat from the flame (you should still be careful, though, and use caution when burning).
I’ve spent hundreds of hours testing wax, wick, and oil combinations to ensure quality products that smell good and add a nice ambiance to your home or office. Every candle is hand-poured by me in my Ferndale, Washington, home. I appreciate your support in my small, local business.
And if that doesn’t close the deal, I'll make a half-assed attempt at a joke and call it a day.