Storytelling - Att sälja hantverk genom berättelser

Abstract

This essay takes off in the authors rots as a craftsman and how she herself discovered that she uses storytelling when selling her handicraft. There is not much written about storytelling and handicraft so this essay intends to fill a knowledge gap that the author has discovered in this field. Within this essay there has been done a survey where craftsmen in Sweden have answered questions about their relation to storytelling. 71 craftsmen who fulfilled the criteria’s of being a Swedish craftsman that has a registered firm and has his or her handicraft as a living answered the survey. With an ethno methodological approach the author used the survey and the report Slöjdbusiness as a foundation to the analysis that has been done in this essay. The informants were both positive and negative to the idea of using storytelling when they are selling their handicraft. Some of them didn’t know what storytelling means, but in the survey the author asked if the informants are telling the story about their handicraft and them self. 91% answered yes on this question, which shows that many craftsmen use storytelling even if they don’t know it. Storytelling is a helpful sales technique when it comes to handicraft and it is being used as a tool to help add value into the products that craftsmen make.