The 4 Essentials of Home Bakery Marketing

The 4 Essentials of Home Bakery Marketing

The 4 Essentials of Home Bakery Marketing

“Home Bakery Marketing” sure doesn’t get your heart racing as much as the thought of trying out a new recipe, right? You’re so not alone!

But if you’re here reading this post it means you’ve probably realized there’s MORE to a successful Home Bakery than JUST the BAKING part.

“Bake great treats and advertise them.” That’s what I thought I had to do to get more Home Bakery Clients and sales. Maybe this is your approach right now?

This strategy may have worked in the 80’s, but honestly it’s just not enough anymore!

I’m sure you’ve been experiencing this reality first hand and that’s why you’re here looking for answers.

Down that path the inevitable happens…

We bake our hearts out and spend hours hunting for better & better recipes.

You post your baking on social media and you feel so proud and hopeful!
But then you get crickets and no one orders anything…

And it hurts! Because no matter how hard we try; we just DON’T get more customers and orders.

Here’s the big secret my friend…

The best products don’t get the most sales. The best MARKETING gets the most sales! I always tell my Home Bakery Students a successful Home Bakery is 30% great baking and 70% great BUSINESS STRATEGY.

That explains why bakeries with average quality baking often get MOST of the sales! Sure, their baking doesn’t taste as great as yours, but they’re ACING that 70% Business Strategy – and that’s why they’re getting sales consistently, without fail.

If you’re serious about making a profit, you can’t afford NOT to learn about business & marketing.

The GREAT news is that ANYONE can learn marketing! It’s not something you’re “born with” or not.

If you’re open to learning you can also become a marketing ninja!

Before I dive in, I just have to tell you that you’re amazing and I’ve got HEAPS of hope for your home baking career!

Not many home bakers realize that the success of their Home Bakery completely DEPENDS on their Marketing Strategy.

The Home Bakery Business scene is NOT a Baking Competition… It’s a Marketing (and Business) Skills Competition!

The fact that you’re here reading this post tells me you think differently about your baking business. It tells me you’ve got what it takes to make your baking dreams a reality.

So, congrats on being awesome and being so dedicated to your success!

Here are the 4 essential Home Bakery Marketing Tips you need to know…


1. Marketing is About STRATEGY, Not “Quick-Fix-Tips”

The most important thing you need to know right off the bat is that Marketing isn’t about a few quick tips. There’s no silver bullet that will “fix everything” and suddenly attract hundreds of customers.

Is there ONE ingredient in a super delicious recipe?

Is there ONE step in the method?


Struggling to get consistent Home Bakery clients & sales? You bake your heart out and know for a fact you've got great bakes, so WHY aren't people buying? Truth is, if you're struggling to get sales, you've got a MARKETING problem. In this post you'll learn the 4 Essentials of REAL Home Bakery Marketing that every home bakery business owner needs to know. This is your marketing survival kit! #baking #homebaking #homebakery #bakingbusiness

Some recipes have over 30 ingredients and 40 method steps in them.

In the same way, effective home bakery marketing doesn’t have just one ingredient or one method-step in it.

When a baking business succeeds it’s because there are lots of elements working together in harmony. Just like with the best recipes.

Effective Marketing is about many things working together to create a powerful result. That’s what “strategy” is all about.

So, IF you’ve been hoping for shortcuts, silver bullets, quick tips etc. that will get you hundreds of clients in 1 month, I encourage you to let that expectation go. Save yourself the frustration and disappointment!

>> Don’t look for “quick fixes”. Those might get you 1 or 2 orders this week, but next week you’ll be stuck hunting for customers again. Repeat orders require effort and, most importantly, CHANGE.

Through my own painful, frustrating experiences I’ve found that when we look for quick fixes, we’re really just avoiding our own growth – and success.

If you want a home bakery that gets consistent sales every week; pursue LEARNING & GROWING. The more you truly learn and grow, the more your business will grow.

MANY home bakers don’t want to learn & grow. They just want to BAKE. I totally understand that because I felt the exact same way for YEARS! I didn’t want to know anything about business or marketing at all.

But the bakers who don’t want to learn and grow are the ones who eventually need to close their baking businesses and return to a desk job.

If you want DIFFERENT results, you’ll need to CHANGE the way you do things.

Here’s the biggest thing I wish I knew when I started my home bakery:

The day you decided to start SELLING your bakes, you signed up to become MORE than just a baker. In that moment you signed up to become a BUSINESS OWNER & ENTREPRENEUR.

And if you want more customers & orders, you’ll need to be as devoted (actually even more) to developing your business skills as you are in developing your baking skills.

Marketing is almost like learning a new language.

REAL Marketing is a whole NEW way of approaching your entire business.

Effective Marketing isn’t about promotions and discounts.

REAL Marketing will make you re-evaluate EVERYTHING about your business; your business name, what you bake, how you interact with customers and everything in between.

RELATED: How to Choose a GREAT Home Bakery Business Name

And if you’re worried that I’m going to tell you to pour thousands into advertising, don’t be 😊

Paid advertising is not how I roll – just ask my course students. Ads only amplify what’s already going on in your business.

If a business needs to pay for advertising, it never made the effort to understand PROPER marketing.

Great news is; you can totally create a sold-out home bakery without ever paying for advertising! I’ve done it and so have my students. And YOU can do it too!


2. Understand the Difference Between Marketing and Advertising

Marketing is ALL about learning how to make strangers see & understand that YOUR baked goods are exactly what they’ve been looking for.

Bakers tend to view business in a very outdated way. I did too at first! They believe that there are 2 things you need to do to build a successful Home Bakery Business; bake great treats and advertise them.

But since there are so many bakers to choose from, this strategy simply doesn’t work anymore.

Pretty much everyone has great quality products, so why would a customer choose YOU over another baker?

Don’t get me wrong; it’s great that you’re devoted to creating high quality bakes! I’m simply saying that this isn’t enough anymore because PLENTY of bakers are devoted to quality.

I’m sure you’ve been experiencing this reality first hand and that’s why you’re here looking for answers.

We believe we just need to “bake great treats and advertise them” but no matter how hard we try, we just DON’T get more customers and orders.

It sucks!

And we start assuming that the reason why it’s not working is because we:

A] Aren’t “good enough” bakers or we
B] Aren’t spending enough money on advertising.

This is TOTAL GARBAGE my friend. You’re a victim of totally outdated information!


First of all, I want to tell you that businesses don’t struggle because their products aren’t good enough. They also don’t struggle because they don’t advertise enough. And they definitely don’t struggle because they don’t spend “enough money” on advertising.

Want to hear a shocking fact?

For 4 whole years I didn’t need to spend a single cent on advertising and my Home Bakery was fully booked every month! And it’s all because of this ONE thing – Effective Marketing.

Truth is that if you’re not getting consistent orders you’ve got a MARKETING problem. NOT an advertising problem.

Advertising and marketing are NOT the same thing.

Here’s the difference between Advertising and Marketing:

Marketing is about all the things you do to ATTRACT people to your business.

When you understand marketing and apply it effectively to your business, you’re essentially turning your biz into a high-intensity MAGNET that attracts your ideal clients to you on autopilot.

Your clients then come looking for YOU, instead of you trying to hunt them down.

Advertising on the other hand is like deep sea fishing…

You spend lots of money to go OUT and hope to find customers. It’s stressful. It’s risky. And most of all it gets expensive very fast! I’m sure you’ve felt that with your advertising efforts!

The honest truth: My Home Bakery has been fully booked 98% of the time (sometimes for 3 months in advance) with ZERO advertising.

When I started out in 2013 I DID TRY advertising and I didn’t get any business from it whatsoever! But investing my time in learning about MARKETING has made all the difference in my business.

Your home baking tastes great, you're posting on social media, but for some reason you're just not getting clients & sales in your home bakery! It's frustrating and it hurts. I understand, because I've also been there. But there's hope my friend! Truth is that if you’re not getting clients in your baking business, you’ve got a MARKETING problem. NOT a baking problem. Good news is that ANYONE can learn effective Home Bakery Marketing! This post is the perfect place to start... #baking #homebakery #homebaking #baking business


3. The FOUNDATION of Proper Home Bakery Marketing

For the first 5 years in my Home Bakery Business I always positioned my Home Bakery to “impress people”. I thought that’s what you need to do to get people’s attention. You need to IMPRESS them.

Impress them with your baking, your long list of ethically sourced ingredients, your fancy logo, with your social media, etc.

If you WOW them the most, they’ll choose you over another baker, right?

Maybe you feel that way right now in your business?

The socking fact is that people DON’T buy because they’re impressed! They buy when they clearly (and quickly) see that you UNDERSTAND their problems and can help them to overcome those problems.

Here’s the most shocking truth of why businesses fail: They position themselves as the hero of the story. They make the story all about them and how amazing their business is.

But meanwhile all customers are only interested in ONE story – their OWN story! Not yours.

Here’s a practical example:

We all tend to think WE are Daniel LaRusso at the end of the Karate Kid movie.

On our social media and websites we parade around with our trophy trying to show people “Look! My home bakery it legit! Look at the delicious things I make! Look at the list of organic ingredients I use! Come over here and read my life story that’s all about me!”

I did this too. It’s how we all start out and there’s no shame in that because it’s what we see so many other businesses do so we assume we need to do the same.

But if you want your Home Bakery Business to GROW, you’re going to need to start to approach your business’ story DIFFERENTLY.

Truth is, my dear friend, we are NOT the hero of the story.

YOUR CUSTOMER is the hero.

Your business’ story is about guiding your customers to success.

You’re Mr Miyagi!! You are the GUIDE, not the hero.

A successful business is the one guiding Daniel (your customer) and helping him to overcome his problems and reach success.

Customers are constantly on the lookout for business who understand that everything is about them (the customer). When your business is all about YOU, it won’t attract new customers.

But when your business starts to revolve around your clients’ success, they start flocking to you automatically!

So, spend less time talking about yourself; all the “did you know” facts about your business, the high quality ingredients you use, etc. Your customers don’t really care about this.

Start talking about your customers’ problems and how you can help to solve their problems.

When you talk about the problems they’re ALREADY thinking about, you start breaking through the noise. When you empathize with their problems and present a solution, you suddenly start becoming USEFUL to them.

🌟 People don’t buy products or services; they buy SOLUTIONS to their PROBLEMS.

So, spend some time to really think about this. Write down any and all problems your ideal customer faces in their day.

Then include those words in your social media posts, your website, etc. and explain how your products solve those problems for them.

If you want to learn more about marketing, then you HAVE to read “Building a StoryBrand” by Donald Miller. This book transformed my business! If you read ONE book this year, let it be this one.

books for home bakery business owners - building a story brand by Donald Miller


4. Be a HUMAN, Not a Robotic Business

As I’ve said earlier, I always assumed that people buy when they’re impressed by a business and their products.

But I was wrong!

Do yourself a favour and memorize this line right now: People buy from people they know, like and trust.

Meaning, people are WAY more likely buy from people they can relate to and connect with. We’re relational beings. Acknowledge your own and your customers’ humanity.

Here are 2 ways you can do that:

A] Speak in the first person. Don’t say “we”, “us” and “our” on your website & social media if you’re just ONE person running the show. Be honest. Be REAL. If you’re one person, use “I”, “me” and “my”.

Speak to your clients & followers in a human-to-human way. Don’t talk to them like a cold, huge, robotic corporation. This is HOME baking, not a legal institution.

B] And show your FACE!

I’m forever grateful to Instagram Expert Carla Biesinger for stretching me outside my comfort zone on this one!

For the first 2 years in my Home Bakery I was so shy. I NEVER showed my face anywhere on Instagram.

This was such a big mistake!

I know it’s difficult, but I urge you to be bold and SHOW YOUR FACE on Insta! Use a photo of yourself as your profile photo.

And use your first name in your profile!

The fact that you, a real person, are baking everything they see is a MAJOR asset to your business! Don’t hide the fact that YOU are the baker.


Have you been struggling to get consistent orders?

Or maybe felt so unsure about how to promote your baking to customers that you’ve been avoiding it altogether?

I understand how you feel and you’re not alone!

I’d love to help and that’s why I’m suuuper excited to invite you to my FREE Home Bakery Masterclass that’s about…

How to Get Consistent Orders Without Wasting Time & Money on Marketing that Doesn’t Work.


​🧁 Get orders every week using the Consistent Orders System.
🧁 Create a stable income from your baking without needing to work 24/7 & burning out.
🧁 Follow the secrets to attracting your ideal customers automatically.

If you’re a flavor-obsessed home baker that wants to get consistent orders and a stable income, this Masterclass is perfect for you!

Let’s get you those customers & orders you’re working so hard for!

I’ll see you in the Masterclass 🥳 


Got a question? Something to add? Let’s chat in the comments section down below! (I respond to every single comment)

6 Reasons Why Home Bakeries Should NOT Bake Wedding Cakes

6 Reasons Why Home Bakeries Should NOT Bake Wedding Cakes

6 Reasons Why Home Bakeries Should NOT Bake Wedding Cakes

Did I hit a nerve with this post title?

Honestly, if some blogger told me 4 years ago that I should NOT be baking wedding cakes, I would have slapped them.

I completely understand this because, more often than not, wedding cakes are the MAIN source of income for bakers, right? So HOW will your baking business survive if you don’t bake wedding cakes?!

Maybe wedding cakes have been YOUR Home Bakery’s main source of income up until now…

The idea of being a full-time baker and never baking wedding cakes IS quite absurd to most home bakers. Probably because clients pay hundreds (and sometimes thousands) for wedding cakes. Who DOESN’T want a piece of that action?!

Wedding cakes are typically quite huge, need to feed lots of people and require extensive decor which you can charge extra for – so what’s NOT to love?


I did bake wedding cakes (among other things) during the first 3 years I baked from home.

Although I was stressing my face off, they did work out and every client was happy!

But over time I’ve realized that although the wedding cake scene might be exciting and prestigious, it is (shockingly) NOT the most practical or profitable source of income for a home baking business.

And after reading this post you’ll understand WHY.

I know this is completely going against everything you’ve SEEN in the baking world. It’s hard to even THINK about considering an alternative approach than wedding cakes.

But if you’ve regularly been worrying about where your next customer is going to come from, this post is totally going to help you understand WHY you’re struggling to get consistent clients.

So please read this with an open mind. You owe it to yourself to at least check this out if your current Home Bakery approach hasn’t been getting you consistent sales.

This post is here to HELP you reach success in your Home Bakery business!

Here are the 6 Reasons why Home Bakeries should NOT bake wedding cakes.

The wedding cake scene is exciting & prestigious, BUT it's (shockingly) NOT the most profitable source of income for a home baking business! I know this is completely going against everything you’ve SEEN in the baking world. But if you’ve regularly been worrying about where your next customer is going to come from, this post is totally going to help you understand WHY you’re struggling to get consistent clients in your Home Bakery Business! #baking #cakebusiness #homebaking #bakingbusiness


1. Weddings Are ONCE Off, Not Ongoing

When I first considered baking part time, I had a short interview with an acquaintance of mine to learn more about the whole home baking scene.

I’d been to multiple weddings that she’d baked for.

She bakes SUPER delicious cakes…

Her baking is honestly some of the most delicious baking I’ve EVER had. My mouth is watering just thinking about the flavours and textures of her bakes!

And on top of that she’s phenomenally creative! Her cakes and cupcakes are works of ART. Every design is totally unique and leaves everyone in awe.

Here’s the thing though; over her 6 years of baking, she’s only really baked for weddings. And in all that time she hasn’t been able LEAVE her day job and bake full time.

Despite her talent, despite her 6 years of HARD work, despite her TOP NOTCH QUALITY products and great reputation… She still hasn’t been able to make enough money to even bake PART time – never mind FULL time!

Her baking is definitely not the problem.

It’s her NICHE that’s the problem. (A niche means that you specialize in solving a very specific problem for a specific type of customer).

👉 Follow this link to join my Free Resource Library and get the >> FREE GUIDE: How to Find the Perfect Niche for Your Home Bakery.

I’ve found that people who order wedding cakes are unfortunately ONCE off buyers 98% of the time. And they know it! They know they’re only ordering for their wedding and will never order from you again.

They’re not the home-baked-goods type of people. They’re just getting a cake for the tradition and novelty of it.

These couples buy a cake from you once and then you’ll never see them again.

No matter how delicious and beautiful your cake was – 98% of the time you just won’t hear from them again. Remember that they are not actually your ideal clients. Your ideal clients are people who are regular cake buyers.

And even if the wedding couple are regular-baked-goods-buyers, they will probably label you as their “wedding cake baker” and not their “weekly baker”.

For a Home Bakery to be successful you need CONSISTENT, super regular business and the wedding cake niche cannot provide that for you.

Your baked goods probably aren’t the reason you’ve been struggling to get a consistent income.

🌟 Your NICHE determines the consistency of your sales.

On the other hand; investing your energy and care in baking for handpicked restaurants, coffee shops, delis and direct loyal clients is super sustainable.

They guarantee consistent, long term business and will keep your home bakery operating FULL TIME for as long as YOU choose! It’s AWESOME!


2. Super High Stakes

Wedding cakes are usually quite colossal, right?

I remember I only wanted to stick to baking cupcakes when I first started my home bakery. Mostly because the thought of dropping a regular 8-inch cake was already too stressful for me to handle!

Eventually I was able to gather some courage and started baking 9-inch cakes. These cakes are now the financial backbone of my home bakery and I’m very grateful that I haven’t dropped one yet!

But with wedding cakes there is SO MUCH at stake if something goes wrong!

Do you remember that episode in Cake Boss where they made a cake for this girl called Lexi? Due to some poor communication between 2 of the guys, they accidentally dropped the ginormous 4 tier cake down the stairs… 😱


This cake had taken the team DAYS to bake and now they were forced to recreate it in just 1 and a half hours!! NO THANKS!!

Fortunately, they are a huge bakery and always have extra sponge cake on standby, so they could make it happen.

But in our Home Bakeries we don’t have the time, money or physical space to always have extra cake lying around for “in case” we drop a cake!

Home bakers also typically work alone. This means we definitely don’t have a team of 6 bakers and decorators who can all jump in and make a cake happen in 1 and a half hours.

And always remember that wedding dates and times are SET IN STONE. This means you can’t ask the client for even a tiny extension.

So, in a nutshell: With wedding cakes the stakes (and therefor the stress) is SO MUCH HIGHER and if something goes wrong, it WILL be the end of the world.


3. Brides Can Be… Challenging

Dear oh dear… Business in and of itself is already challenging. Doing business with a stressed, tired, high-strung bride is seriously not for everyone.

Yes, you charge them for their cake and the time it will take you to create it.

But what you WON’T be charging for is the HOURS of texting back and forth that she should not worry. “YES (for the fifth time) the cake will turn out just fine and yes I did take notes (detailed, to the letter) of all the details you want.”

No matter how clearly and sincerely you explain that you’ve got it under control, they WILL text you again in 2 weeks to chat through all the same things – again.

They are just tired and stressed out. Unfortunately you might need to be at the receiving end of that a few times with a lot of grace and patience… and free time you’re not being paid for.

I’ve personally dealt with a bride that kept phoning and texting for the entire 6 months leading up to their wedding. All in all, the extra communication took about 4 HOURS. I didn’t get to charge a penny for all that time and effort – and neither will you.

And when you don’t get paid for all those work hours you end up making a loss.


4. Always More Money & More Time

Wedding Cakes are often like… very large building projects (Forgive my architecture half for kicking in).

My husband and I have been talking quite extensively about his architecture office. They have these super rich clients that often use the architectural services of my husband’s office.

Because their project is so vast, it’s difficult to take account of absolutely every little detail and cost right at the very beginning when payment is calculated and made.

The clients also keep changing their minds every week about what they want – even after building materials have been ordered!

This results in unforeseen extra work and costs which the clients never end up paying for.

The architecture company always ends up absorbing all the extra costs. They do it because they want the high paying client to be happy. They also don’t want to get a bad reputation for “not caring” or putting out a sub-standard building.

Brides are exactly the same.

ALL brides (myself included) expect everything to be PERFECT for their once-in-a-lifetime event. They want the entire day to match the ideal they’ve been dreaming of for decades.

So, it often happens that they see a new detail (after they’ve paid for a different cake) on Instagram or Pinterest or Instagram that they now want to add to their cake.

This means that there will always be extra things the bride wants to add or remove from the cake – often last minute when it’s too late or trivial to charge for it.

The “magic of a wedding day” can become this cause that will manipulate you into going above and beyond what was agreed upon and not getting paid extra for it.

If someone told me 4 years ago that I should STOP baking wedding cakes in my Home Bakery Business, I would've SLAPPED them! I know this is completely going against everything you’ve SEEN in the baking world. But if you’ve regularly been worrying about where your next customer is going to come from, this post is totally going to help you understand WHY you’re struggling to get consistent clients in your Home Bakery Business! #baking #cakebusiness #homebaking #bakingbusiness


5. Constant Search for NEW Clients

The general intention is to only get married once. One marriage, one wedding, one client couple, one order, ONE cake. Even if the cake is huge, it is ultimately still only ONE cake.

As I mentioned earlier, wedding cake couples will unfortunately label you as their “wedding cake baker” and not their “weekly baker”. This means they will order from you once for their wedding and then never again.

If your home bakery relies on wedding cakes, you will need to spend SO much time, energy and money to find and reel in more ONCE OFF wedding cake clients.

If you live in a large city where loads of young people keep pouring in, getting new wedding cake clients will be less difficult, but if you live in a small town – forget it!

But even if you’re in a large city, you’ll NEVER be able to compete with the large, popular bakeries. They’ve got an advertising budget that’s literally 100 times what you’ve got.

They’ve got the resources and reputation to intercept all the new brides and to keep you invisible. You just can’t swim with these large sharks in the tiny wedding cake pond.

This whole process is super tiresome and unsustainable.

I’d much rather invest my limited resources and energy into securing sources that provide multiple, sustainable orders – like LOYAL clients, restaurants and coffee shops.

With the right strategies you can create a stable income for your Home Bakery WITHOUT ever paying a penny for advertising!

I haven’t paid for advertising at all in like 4 years – and yet my home bakery has been fully booked for 4 years.

If you want my strategies for getting wholesale deals and building up a loyal client base, check out my course >> Home Bakery Startup. It opens for enrollment twice a year and it might be open now while you’re reading this!


6. Creative Restriction

Brides always have a VERY SPECIFIC idea of what they want their cake to look like. They are usually more than ready to show you their Pinterest Board for wedding cakes.

Wedding cakes are, for the most, part super prescriptive. Meaning, the BRIDES decide what you’re baking and you’ve got no say in it.

Although it does help when a client provides you some direction with a design, they’ll unfortunately (probably) not ask you to use your own intuition or creativity.

If you’re well known for your wedding cakes and are labelled as a unique wedding cake artist, then they might consider your opinion. But still, probably not.

All bakers are generally creative people and this restriction can lead to mounds of frustration & exhaustion from constraining yourself. It can even result some conflict with the bride when you take the “risk” of having a different idea to hers.

And if the bride is a friend or family member it can become very difficult to protect the relationship.


Collectively, these 6 reasons have been MORE THAN ENOUGH to convince me to stop baking wedding cakes for ever. And I hope they’ve given you some perspective too!

I’m less stressed, happier, my business is WAY MORE successful and I have more creative freedom.

It’s worked brilliantly to rather DEFINE MY OWN NICHE. My niche isn’t dominated by large, prestigious bakeries. Finding my own niche is how I was able to start a FULL TIME Home Bakery Business. And YOU can do it too!

Would you like to find your own niche too??

👉 Follow this link to join my Free Resource Library and get the >> FREE GUIDE: How to Find the Perfect Niche for Your Home Bakery.

What’s your stance on baking wedding cakes? I’d love to hear what you think, so comment below!

Chat soon

Aurelia 😊

Got a question? Something to add? Let’s chat in the comments section down below! (I respond to every single comment)