The 80/20 Rule for Social Media: A Pen Marketing Strategy That Builds Sales Without the Hard Sell

renaealk
Apr 30
2 min read

If you're looking for a smart, simple pen marketing strategy on Instagram or facebook, the 80/20 Rule is a game-changer. Many small business owners—especially pen turners—struggle to balance showcasing their products with keeping their audience engaged. This post will walk you through how to grow your handmade pen business with the 80/20 rule and build authentic relationships that lead to sales.

Why the 80/20 Rule Works for Pen Marketing on Instagram or facebook

The 80/20 Rule is one of the most effective strategies for pen marketing because it creates a natural balance between building trust and making sales. Here's how it works:

80% of your Instagram or facebook content should educate, inspire, or connect with your audience.
20% of your content should directly promote your pens, special offers, or product listings.

This approach prevents your feed from feeling like a sales pitch. Instead, it nurtures engagement, builds community, and reinforces your brand values—all essential parts of successful pen marketing.

When buyers feel a personal connection to your craft, they’re more likely to purchase a handmade pen and come back for more.

Content Idea for the 80%: Supportive Pen Marketing That Engages

Here are four quote graphics you can use that fall under the 80% content category. These types of posts promote small business values, the beauty of handmade items, and the story behind your brand—while still supporting your overall pen marketing goals:

Example 1

Pen Marketing Strategy Social Media Post

Example 2

Example 3

Example 4

More ideas:

“Behind every handmade product is a story worth sharing.”

“Supporting small businesses means supporting dreams.”

“Handmade means heart-made.”

“When you buy from a small business, an actual person does a happy dance.”

These quotes are ideal for pen marketing because they spark emotion, are easily shareable, and remind people why they choose handmade over mass-produced.

How to Write Captions That Turn Quote Graphics Into Engagement

The visual is only half the post. A strong caption turns a quote into a conversation — and great pen marketing is about connection.

Here’s how to write effective captions for your quote graphics:

Relate it back to your work: “Every time someone chooses one of my handmade pens, it really does make my day. Supporting small means everything!”
Ask a question: “Do you try to shop small during the holidays? What are your favorite handmade finds?”
Use hashtags smartly: Include 3–5 relevant hashtags like #penmaker #shopsmall #handmadegifts
Include a call-to-action occasionally: “Looking for a unique gift? Link in bio to browse my collection of handmade pens.”

By combining quote graphics and thoughtful captions, you can promote your business in a way that feels natural and genuine.

🎁 Download the Free Instagram or Facebook Quote Pack

We’ve made this 4-image set of quote graphics tailored for handmade pen sellers available for you to download for FREE (without our logo). These visuals make it easy to follow the 80/20 Rule and boost engagement while reinforcing your pen marketing message.

Find to link on our Instagram Strategy Guide!

Instagram Strategy