"You’re rushing out the door for another day at the office, and catch your reflection in the mirror. You look awesome obviously, but you’re not ready yet.

Don’t get me wrong. That yellow cardigan is on point, and your peter-pan collar is just too cute, but something is missing here.

A little bit of edge?

A little bit more of your self…

You need just a little bit of Wonderland in your life!

Not too much Wonderland, now. You’re off to work, not the Mad Hatter’s unbirthday party. That will have to wait for the weekend.

Until then, you reach into your closet and pull out your jewelry box to find just the right dash of madness, just the right pinch of individuality – just the right amount of Wonderland – and you know your outfit is complete... read more here.

This is the story Richelle owner of  Red Scorpio Handmade begins to tell about her Wonderland collection of jewelry, connecting it directly to her niche audience. Weaving a tale that relates to real life conditions with a fantasy twist is smart advertising copy. Bravo!

Give this copywriting technique a try with your next promotional pitch. Check out Red Scorpio Handmade's blog too. Much there to learn from.

Handmade at Amazon is a new store on Amazon.com for artisans to sell their unique, handcrafted goods to hundreds of millions of customers worldwide. It just went live on Thursday with a lineup of over 80,000 items from about 5,000 sellers in 60 countries. “You can think of it as a factory-free zone, a mass-produced-free zone,” said Peter Faricy, the Amazon vice president who is overseeing Handmade.You set up a shop, create an Artisan Profile page to tell customers your story and set up pages for each of your products. Sounds like Etsy, right? It is a similar model but more robust and with options for shipping fulfillment. And Amazon is also offering logistical backing to its sellers, allowing them to ship products, in lots, to one of the company’s many fulfillment centers around the country. Amazon will then ship out those products as part of its Prime service, which offers members unlimited free shipping for an annual fee.Etsy charges a 20-cent fee for each item a seller lists on its site and takes a 3.5 percent cut of the sales. For now, Amazon will charge no listing fee but take 12 percent of sales.I am on the fence about signing up with this giant. May wait to see what shapes over the next few months and see what type of feedback the artisans are giving it.If you are jumping in let me know.