If you’re a calligrapher or stationer looking to grow, having a strong marketing plan for your stationery business is essential. Whether you’re just starting out or ready to scale, a clear plan helps you attract dream clients, stay booked, and do more of the creative work you love. And isn’t that what we all want?

In this blog, I’ll walk you through an easy-to-follow plan to help you connect with your ideal clients, build a strong brand, and grow your business in a way that feels right for you.

New around here? I’m Alane—wedding calligrapher, educator, and the heart behind Write Pretty for Me. I help calligraphers build businesses they love—ones that bring in dream clients and leave room for real life outside the studio.

Define Your Ideal Client and Brand Positioning

Before you dive into creating a marketing plan for your stationery business, get clear on who you want to work with. Your ideal client is someone who connects with your style—maybe they love classic elegance or maybe they’re more drawn to playful, hand-drawn details. When you know who you’re speaking to, your message becomes more focused and effective.

Next, think about your brand. It’s more than a logo—it’s the feeling people get when they see your work. Choose three words that reflect your style and values, like soft, modern, or intentional, and let those guide how you show up online.

Build a Strong Online Presence & Marketing Plan for Your Stationery Business​

Your online presence is often your first impression, so make it count. Start with a simple, well-branded website that showcases your best work, shares client love, and makes it easy to get in touch.

Then, focus on social media… especially Instagram (where most of our ideal clients hang out!). Post your finished pieces and give a peek behind the scenes. Little moments, like inking envelopes or mixing colors, help build trust.

Don’t forget SEO. Use clear words and keywords like “wedding calligraphy” and “custom stationery design”, and tag your location to help people find you online.

Being visible and consistent helps your dream clients discover you (and that really is the key step in your marketing plan for your stationery business).

Develop a Content Plan: Marketing Plan for Your Stationery Business​

Once your online presence is set, it’s time to share content that connects and builds trust. You don’t need to post every day, but having a plan helps you stay consistent and avoid burnout.

Try mixing in:

• Behind-the-scenes – Show your process, workspace, or daily tools.
• Process videos – Short clips of calligraphy or suite assembly always grab attention.
• Testimonials – Pair kind words with photos of your work.
• Tips – Simple advice like booking timelines or choosing paper.
• Personal touches – Share what inspires you or your favorite tools.

Use Email Marketing to Nurture Leads and Past Clients

Social media is great for getting discovered, but email is where the real connection happens. Too often, I see calligraphers and stationers treating social media like it’s an entire marketing plan for your stationery business. Instead, loop in other platforms like email marketing. It’s personal and direct and gives you a chance to stay top-of-mind with both new leads and past clients.

Here are a few easy ways to use email marketing as part of your marketing plan for your stationery business:

• Send a welcome email
• Share recent work or styled shoots
• Offer helpful tips
• Check in with past clients
• Announce openings or specials

You don’t need to send emails every week. Once or twice a month is plenty. Just be consistent, keep it true to your voice, and always aim to provide something helpful or meaningful.

Collaborate with Wedding Vendors for Referrals

Next, a key part of any marketing plan for your stationery business is building strong vendor relationships. Planners, photographers, and venues often refer creatives they trust. Reach out with a kind note or a small sample of your work, and look for ways to collaborate—like styled shoots or social media shares. These connections bring referrals and community.

Offer Sample Packs or Styled Shoot Contributions

A strong marketing plan for your stationery business also includes letting people experience your work firsthand. Sending sample packs to planners or venues shows off your quality and helps spark referrals. Styled shoots are another great way to get seen—especially when they’re featured on blogs or shared online. Just make sure the shoot fits your style and ideal client. These small touches can lead to big growth. Here are some more tips to help you make referrals a bigger part of your lead generation strategy.

Track What’s Working (and What’s Not) in The Marketing Plan for Your Stationery Business​

Once you’ve started putting your marketing plan for your stationery business into action, it’s important to pause every so often and check in. What’s bringing in the most inquiries? What type of posts get the most engagement? What vendors are sending referrals your way?

Here are a few things to look at regularly:

• Inquiries
• Sales data
• Content performance
• Website traffic

Once you know what’s working, you can do more of that and less of what’s not. Your marketing plan should grow with your business, not feel stuck in place.

Learn How to Grow and Market Your Stationery Business

Building a marketing plan for your stationery business doesn’t have to feel overwhelming. When you take it step by step—getting clear on your brand, showing up online, sharing your process, and connecting with others—you create a business that’s not only beautiful but sustainable. Remember, consistency matters more than perfection. Keep showing up, keep creating, and trust that the right clients will find you.

Want to go deeper? I’ve created a private podcast just for calligraphers and stationers like you. It’s packed with real-talk advice on growing your business authentically and sustainably.

Whether you’re building your business from the ground up or looking to sharpen your marketing strategy, this blog is just the beginning. My 1:1 mentorship program is designed to help calligraphers and stationers like you create a marketing plan that feels clear, aligned, and doable. If you’re ready for personalized support, you can learn more right here. For a peek behind the scenes, helpful tips, and daily inspiration, come hang out with me on Instagram!