How to Market Your Home Baked Goods Without Being Salesy

Many home bakers have wonderful bread and treats to share but worry that promoting it will feel pushy, especially with neighbors and friends. The good news is you do not need to "sell." You just need to communicate like a helpful baker people can trust.

I'm sure my marketing experience helped Leaf & Loaf succeed. The good news is I'll teach you how to market your bakery in a natural way.

This kind of messaging you need to use to not sound salesy or pushy starts with connection-and connection starts with knowing who you're talking to.

Before you write a post to share about your products, get curious. Listen to the things your customers say, pay attention to what they ask for, and notice what lights them up. As a result, you'll create messaging that feels personal and genuine-because it actually is.

I would recommend getting curious about what they need and want-not just in terms of baked goods, but in how they want to feel. Maybe they want convenience, comfort, a little indulgence, or something that aligns with their values.

Pay attention to what they talk about, what questions they ask, and what makes them stop and engage.

When you understand their pain points, what they're craving, and how they want to feel, you can create a menu-and messaging-that feel like they were made just for them. And that's when your words start doing the selling for you.

The Art of persuasion

Persuasion is the ethical art of influencing someone by presenting genuine benefits, logical reasons, or heartfelt appeals that show how your product can improve their life.

It's win-win - the customer gets something they need or desire, and you make a sale.

Persuasion should never leave a bad aftertaste because then that would be manipulation and we are not doing that.

There's no pressure; you are helping the customer make a choice that benefits them.

When done right, the customer feels happy and confident in their decision - and you can feel good too, because you truly solved someone's craving or need.

In baking terms you helped someone with a craving, or helped make school lunches or dinners a lot easier.

In psychological terms we are tapping into 3 big triggers that naturally influence purchasing decisions

Crafting Compelling Messaging

Now let's explore different approachesto craft messaging for social media posts, or emails that will sell your baked goods easily, making people feel happy about their purchases.

Authority - Show Up as the Expert

The first one is showing up as the expert and I have the perfect example for this one.

People naturally trust those who are more knowledgeable than them. And when customers trust you they will buy from you.

The perfect example is the Two Pan Method. A lot of bakers ask me how I told my customers that I was transitioning from the traditional boule shape to the loaf shape and my answer was simple:

I told my customers: I am transitioning to this shape because my family and I love it much better and I think you will too because it's easier to slice, toast, use for sandwiches and store.

I didn't ask them what their preference was. I told them what was best for them and why. My customers trust I am the bread expert so no one objected.

Credibility - Leverage Social Proof

This one is very easy. Social proof works because of our desire to belong and make
correct choices.

So always share reviews as quotes or user generated content (like those pictures your customers send you), or share stories like "Lots of our regulars say that our cinnamon rolls are their favorite way to start the day."

Highlight the Emotional Experience

Food is a very emotional experience, not only the way we buy it, but also how we feel during and after eating it, and so are our buying decisions.

Many studies have shown that people buy based on emotions and later justify with logic.

So make people feel something.

Create urgency and FOMO with scarcity driven messaging

We are wired to respond to scarcity and urgency - it's like a survival instinct. That's why we have to create that FOMO (Fear Of Missing Out) with our messaging.

Reciprocity - Give Value First

I really like this one, because not a lot of people think of this when selling physical products. I think this is a concept we know well in the digital product space, when you offer a "freebie" document in order to capture that lead, that email address, that phone number that you can then use to sale other things that do have a price.

But in terms of physical products, if you give something away people might feel like buying to pay it forward.

It can be free samples or a free recipe they can use with your product (like your french toast recipe they can use with your sourdough bread) or even a baking tip.

The Curiosity Gap - Make People Want to Learn More

I love this one: using wording like: ever wonder? or can you imagine?

Yeah! Tell me more!

and just like that you opened their ears to listening how great your products are.

The Power of Storytelling - Make It Personal

You have no idea how many times I see bakers saying "Menu is Live" or sharing a picture of their menu with the pricing.

Tell me what makes you special, invite me to be part of your mission.

When they are invested in your story they will trust you and buy from you.

Focus on Benefits, Not Features

This one circles back to understanding what your audience needs and wants and providing a solution for them rather than just a thing.

You are not selling bread, you are selling easy lunches and dinners. A quick but nutritious treat.

Sell the benefits

The Power of Logic - Facts Help Justify the Purchase

The best marketing is the one that makes you feel something that you can totally justify.

It's like saying I must have the expensive designer bag, not just because of how I will feel every time I wear it, because it will last forever

Make it Personal and Relatable

"You know that feeling of opening the fridge and not knowing what to make for dinner? - I've got you!"

Everyone has had that moment and you have a solution for that.

Not only that but you also used the curiosity trigger and you are making the customer the hero.

Make the Customer the Hero - Help Them Shine

Help your customers feel like it was their idea all along and they (not your bakery) will be the hero saving the next meal.

The Power of Exclusivity - Reward Your Inner Circle

Framing offers as limited and special triggers healthy urgency and FOMO-"a few spots left" invites customers to join the lucky group who get to enjoy it if they order soon.

Create a Need - Show Customers Why They Can't Go Without It

I really love this example because in order to sell every single week we need to show they need our products on a weekly basis.

I feel like it's easier with bread because it's such a staple of every meal, but with sweets it's a little harder so we need to create a need, like literally tell them they can celebrate ANY occasion with your products.

The Power of Repetition

Here is the thing, a lot of people don't want to say the same thing over and over again, and I get it. That's why I am giving you a ton of different concepts you can use. You won't be using them all at once, of course.

But also don't feel afraid to repeat your messaging because people need to see a message multiple times before they take action.

Just think about how many nudges it took for you to feel and justify any purchase.

Calls to Action or CTAs

Every compelling message needs a clear call to action. Tell people exactly what to do next and make it effortless.

Use direct language like "Go to [your-URL] and subscribe" or "Visit [your-URL] and order today." The simpler and more specific the CTA, the more likely people are to follow through.

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Thanks for reading! I hope you're walking away feeling inspired and encouraged to share your work in a way that feels authentic and it gets you sales.