Marketing for newer knife makers

Drop bear said:
I think everything is marketing now.

I train with fighters. And the ones who can social media get better fights, more support, more money.

So while people might think just being able to beat dudes up is enough. It is less and less the case.

And the sooner they do it. The better off they are

It is almost like. Do a thing and marketing tgar thing is the same skill now.
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Your right about marketing, It’s as important as every other aspect of business. I guess it really comes down to the situation. If I’m starting a knife company with a 5 million dollar budget than yeah we better be pumping out marketing campaigns. If I’m a guy in my shop that just started making knives a few months ago I probably wouldn’t be too concerned about my social media following at the moment. Should definitely have a presence though.
 
Crag the Brewer said:
Something about Signatures...
Mine, doesn't show up on My phone/android.

I only see mine on my tablet, or if I'm on a desktop. I don't think I get Any followers to my Instagram page..... I'm betting a good percentage of people Don't see signatures, on phones? Idk
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Blues is right. I turned my phone to landscape and I could see your sig. The search engines use the raw elements of the page so anything visible counts.
 
Blues said:
I've heard folks say something about turning the phone sideways and then it shows up. I don't know because I don't use my phone ordinarily to access the site except to answer a DM occasionally.
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Ok... That's Really Weird... Idk that? Haha
Thanks. It Works!
 
Huh. I forget that most people just accept mobile device settings. I cannot. I'm of the olde internet. If I can't view a site in desktop mode, I move on. Facebook keeps forcing my settings to revert for some reason, so I've pretty much abandoned it.

In the olden days, before social media (hell, before video and most image formats), your forum signature was like your brand. Must've been the mid 90's when software made it a profile thing you could set instead of copypasta into every comment post.

Perhaps it's less relevant these days and I'm outdated.
 
As for marketing . . .

Have you gotten much exposure in commerical &/or trade media -- print, broadcast TV &/or YouTube?

Not too many female knife makers out there.

You've got your gender working for you in terms of getting a reporter interested in telling your story.

You could also consider adding a blog to your website to teach knife making techniques or to discuss other knife relevant topics.

And you might try getting a spot in an episode of Forged in Fire.

-------------------------------------

As for sales . . .

I never buy a fixed blade unless it comes with a sheath or unless I can buy one specifically designed for the knife from an affiliated site.

So, I'd suggest that you partner with a sheath maker who will make sheaths for your knives for your customers.

Good luck!
 
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“Keep making knives and be prepared to have the world’s largest collection of your own knives.”
-Alex Daniels.


Get your work and your name out there.
Shows
Forums
Purveyors *
YouTube reviewers

Be prepared to give some away.

Have contests.

There is no longer a short road to the top.
You are entering a saturated market. Ever since forged in fire, it’s been a saturated marketplace.
At least the economy is picking up.
That’s always a big consideration when targeting disposable income.

*If you’re ever at a show where Les Robertson is set up, have him critique your best piece. It will be humbling, but it will also be gold.

Now stop reading and get in the shop!
 
darlington.edgecraft said:
So I guess the biggest thing I’d like advice on is how do I get more people engaged with my work/view the website? Or what do yall like to see from your favorite knife makers that keep you engaged with them?
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Please take this in the helping spirit it is mean to be. You need pictures. Not just "ok" pictures, not even "good" pictures, you need great pictures. The pics are your website are between ok and good. The pictures that are shown on social media sites have to grab a viewers attention and stand out. Knife people, much like firearm people, are highly visual. If you have any doubt about what I'm saying, look at how many people don't actually use their knives and just post pics.

I am not saying that pictures have to be elaborate, but they need to have good lighting, layout, and have strong visual appeal.

You might want to think about connecting with someone on social media who already has an established presence, and is good with photography who is willing to aid you in exchange for your knives. I know that might seem like an expensive way to do things, and it is hard to find someone you can actually trust to follow through. I have no doubt there are people on this board who can give you suggestions. If they are willing to showcase your blades in pictures on their pages, it would generate sales. However, I would be very cautious in this approach. For example, I have a friend who makes custom firearms, and they sell for roughly $3,500. One of the big name guys told him he would post his guns and would do it a certain amount of times and guarantee a certain amount of views. The loser posted a pic one time with it in the background and it was never seen again. A small company can't really afford to sue for breach of contract or anything. Find someone worthy of your trust, and check out their pages. If they don't have a proven history of good clean images, and/ or can't tell you who they have worked with, ignore them and find a better option.
 
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Stickgunner said:
Please take this in the helping spirit it is mean to be. You need pictures. Not just "ok" pictures, not even "good" pictures, you need great pictures. The pics are your website are between ok and good. The pictures that are shown on social media sites have to grab a viewers attention and stand out. Knife people, much like firearm people, are highly visual. If you have any doubt about what I'm saying, look at how many people don't actually use their knives and just post pics.

I am not saying that pictures have to be elaborate, but they need to have good lighting, layout, and have strong visual appeal.

You might want to think about connecting with someone on social media who already has an established presence, and is good with photography who is willing to aid you in exchange for your knives. I know that might seem like an expensive way to do things, and it is hard to find someone you can actually trust to follow through. I have no doubt there are people on this board who can give you suggestions. If they are willing to showcase your blades in pictures on their pages, it would generate sales. However, I would be very cautious in this approach. For example, I have a friend who makes custom firearms, and they sell for roughly $3,500. One of the big name guys told him he would post his guns and would do it a certain amount of times and guarantee a certain amount of views. The loser posted a pic one time with it in the background and it was never seen again. A small company can't really afford to sue for breach of contract or anything. Find someone worthy of your trust, and check out their pages. If they don't have a proven history of good clean images, and/ or can't tell you who they have worked with, ignore them and find a better option.
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I feel the same way about my photos. They’re okay but they’re not the best, but I have been looking into some more props to get or getting a better background or something. Money is very tight right now so I haven’t invested a whole lot into really upgrading the set up. I have an old Nikon camera that I’m gonna start using to make the photos look a little more high quality
 
I do not consider myself a knife maker, more of a hobbyist. So I have given away the last 9 knives that I made to friends and family, now people are starting to notice and ask how much for one for their son or daughter. I dont know if I want to do that at this time though. I am not in shape to grind, cut, polish, saw and sand for 8 - 9 hours a day. And it takes me a long time to make a knife because I do not have a defined system except for what I write on each build sheet and that changes. So it takes me 10 - 20 hours to do a handIe because I am always redoing things and fixing goof ups. My hourly rate would be really low and frankly not worth it. I know giving stuff away is not a great profit plan but when you are starting out you need to get noticed, I dont care to be noticed its just kind of happening. On a related note, I have been fooling around making strops for my use, and I thought if they work ok I'll do a pass around on this site and get feedback to improve the design. Maybe then I will have something marketable.
 
darlington.edgecraft said:
I feel the same way about my photos. They’re okay but they’re not the best, but I have been looking into some more props to get or getting a better background or something. Money is very tight right now so I haven’t invested a whole lot into really upgrading the set up. I have an old Nikon camera that I’m gonna start using to make the photos look a little more high quality
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We have a photo sub forum here just chock full of knife photography know how.
Helpful folks too.
 
darlington.edgecraft said:
I feel the same way about my photos. They’re okay but they’re not the best, but I have been looking into some more props to get or getting a better background or something. Money is very tight right now so I haven’t invested a whole lot into really upgrading the set up. I have an old Nikon camera that I’m gonna start using to make the photos look a little more high quality
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marketing takes money and know how. and online marketing takes a lot of know how. For my work (not knife related at all) we have someone handle our website and SEO (search engine optimization) and other stuff and are looking at having someone help us with out social media articles and posts. I followed your website link and also added the facebook link. Instagram said it didnt exist. I'll check again. I don't do tiktok but saw the link on your website. I'd suggest adding a youtube channel, but like all the rest, you have to be active or you will slide to the back of the line.
with the limited budget it may be tough to get that outside help, but focus on making a quality product and getting it into the hands of quality users. Your Ol Nessie looks like your version of a Nessmuck style blade. Find somebody that might have some influence in those circles and offer them a knife for review and ask that if they aren't happy with it, they offer you constructive feedback in lieu of a public review?
Nothing jumps out at me as being wrong with any of your knives, but for the most part, they do look like slight variations in handles and blade shapes with similar overall characteristics.
Link everything back to everything else. make sure any forums have website and other social media links. make sure one social media links to another social media and the website.
Try to find a spot to do an interview or article, local TV, podcast, youtube, print.
I see business cards in you website pics. they should also have links to everything you have and you should hand those out like candy on halloween. make them standout. we use extra heavy stock business cards and rarely does somebody not comment on it when they see one. it stands out and will be memorable.
Lastly - I can't recall any overnight internet knife sensations - it takes time. be patient
 
I like your pictures, fine with me.

Your body of work shows a distinctive style. That’s a great accomplishment.

Your grinds are great - better than many established makers.

I too like fixed blades to come with a sheath.. That alone would keep me from buying one of yours. As a knife designer it’s not just the knife but the sheath too that make it a useable tool.

David Boye’s started out making fixed blades and he’s had a great career. He’s got a great book on knifemaking that can be found for free on the internet, you might want to read it. I enjoyed it, some makers have said it helped them start their career. It’s from 1977: Step-By-Step Knifemaking: You Can Do It! 🙂

Per your site, I’d add copy to your knife descriptions and site as to what’s your design philosophy. For example, the Quicksilver, you explain the rune but not the design in relation to the intended use of the blade. For example, wiith your Nessie, discuss the pattern’s history and why your version is what I should buy. Why do you use the steels and handle materials that you chose? What makes your blades good and also better.

If you like small fixed blades (I do) try a Loveless City Knife pattern. Many makers try making a Loveless pattern due to the challenges (tapered tang, sculpted handles, soldered guard….) which make for a great learning experience and they sell.
 
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