Drama-Proof Your Marketing
A Toolkit for Values-Aligned Brands in the Needlepoint World (and Beyond)
If you’ve spent any time in the needlepoint world lately, or, let’s be honest, peeked at the (Needlepoint Snark subreddit, you know things have been… lively.
The group chats are lit, the DMs are flying, and more than one business is getting caught in the crosshairs. Depending on who you follow, you might be wondering: Should I say something? Should I stay out of it? Is everyone mad at everyone?
Here’s the thing: the specifics of any one situation come and go. What sticks—what actually matters for your business—is how you show up. Especially when things feel messy.
In niche industries like ours, your marketing is never just about promotion. It’s about reputation, relationships, and values. Which means when tensions rise, your marketing needs to hold steady—not spin out.
This isn’t a “how to draft a statement” post. This is your calm-in-the-storm toolkit—built to help you stay grounded, show up with clarity, and build long-term trust no matter what’s trending in the group text.
Let’s get into it.
1. Pause, Then Position
When something happens—whether you’re in the center or watching from the sidelines—resist the urge to react right away. Step one is always: pause.
Ask yourself:
Does this involve me or my business directly?
Is my audience expecting me to say something?
Will my response contribute value—or just add noise?
You don’t have to respond to everything. But if you do, make it intentional. If you don’t, make sure you’re still showing up in a way that’s aware of the moment (i.e., maybe don’t launch your cheeky “Stitch & Sip” sale the same day everyone else is navigating a PR wildfire).
2. Define (or Revisit) Your Brand Values
The easiest way to make hard decisions? Know what you stand for before you need to take a stand.
When you have clearly defined brand values, everything gets easier:
What kind of tone to use in your posts
Whether (and how) to respond to controversy
What partnerships, collaborations, or platforms feel aligned
If you’re unsure where to start, ask:
What kind of community am I building?
What does my brand believe in?
What’s not up for debate?
Your values don’t need to be loud to be powerful—they just need to be real.
3. Transparency Builds Trust—But So Does Consistency
There’s pressure in moments of tension to say something. But here’s the truth: your audience values clarity and consistency more than a vague “we hear you.”
If you do speak, let it be:
Clear and grounded
Reflective of your brand voice
Focused on what you are doing—not what others should be doing
If you choose to stay quiet, be consistent in your presence. It’s okay to keep showing up for your audience, even if you don’t weigh in. Silence isn’t the enemy—performative noise is.
4. Let Your Marketing Reflect Your Integrity
Even during a drama cycle, your regular marketing still matters. Promotions, posts, launches—they don’t have to stop. But they should reflect thoughtfulness.
Some ideas:
Acknowledge the moment, even briefly, if you’re launching something
Pivot your tone to feel more grounded, less cheeky
Focus on service: How are you helping your people today?
Integrity doesn’t always look like a grand gesture. Sometimes it’s just showing up with care.
5. Build for Long-Term Trust, Not Short-Term Optics
It’s easy to get caught up in how things look right now. But reactive marketing rarely ages well.
Ask yourself:
How will this feel a year from now?
Is this aligned with my brand’s long game?
What kind of business—and community—am I building?
Marketing isn’t about winning every moment. It’s about staying the course.
6. Drama = Data
Here’s your marketing gold nugget: strong reactions (even the messy ones) are a signal.
If people are fired up, ask:
What conversations are they hungry to have?
What pain points are surfacing?
What does this moment reveal about your community’s values, fears, or needs?
Instead of reacting, start listening. Let the drama inform your next smart, strategic move.
You don’t have to play PR whack-a-mole to build a respected brand.
You just need to stay rooted in your values, connected to your audience, and calm enough to zoom out.
Needlepoint, like any creative niche, is built on relationships. When you lead with integrity, your marketing becomes more than messaging—it becomes a mirror of what your business stands for.
And when all else fails, step away from Reddit, pick up your canvas, and come back to your purpose. It’s always been the best guide.
-The Stitch Strategy