How to Sell More Sourdough: Messaging That Sells with Maria Baradell

If you’ve ever felt like your microbakery isn’t selling out as fast as you’d like, the problem may not be your bread—it’s your messaging. In this episode of The Bread Winner Podcast, I sat down with Maria Baradell, a thriving microbakery owner in Dallas, Texas, to uncover the secrets of marketing that sells.

Maria is known for popularizing the two-loaf pan method, which allows bakers to scale production without expensive commercial equipment. But beyond her innovative baking techniques, she has a knack for messaging that resonates with customers—a skill that helped her grow her bakery quickly. In this post, we’re breaking down the exact messaging strategies Maria uses to sell more bread and build a loyal customer base.

Why Messaging Matters for Your Microbakery

Most bakers rely on posting photos of their bread and saying, “Buy my sourdough! It’s delicious and organic.” But this approach doesn’t create an emotional connection or urgency.

Maria’s success came from shifting her messaging to speak directly to the emotions and needs of her customers. Instead of focusing only on the bread itself, she positions it as a solution—a way to make meal prep easier, create special family moments, and nourish loved ones with wholesome ingredients.

If you want to sell more bread, workshops, or digital products, your messaging must go beyond just stating what you sell. It needs to connect with your audience on a deeper level.

1. Start with WHY: The Power of a Clear Mission

If you want customers to feel connected to your bakery, you need to communicate your why. Why do you bake? Why does it matter to you?

For Maria, her why is: “Bringing bread back to the table.”

She wants to revive the tradition of homemade bread in her community, and she invites her customers to be part of that mission. People love feeling like they are part of something bigger than just a purchase.

How to Find Your Why:

Grab a notebook and write down why you started baking.
Keep asking yourself why until you get to the heart of your mission.
Turn that mission into a simple, customer-focused statement.

Example: Instead of saying “I bake organic sourdough”, try “I help busy moms put nourishing, homemade bread on the table—without the hassle.”

2. Make Your Customer the Hero

Your messaging shouldn’t just be about you—it should be about your customer. People don’t just buy bread; they buy the experience and the solution it provides.

Instead of posting “Fresh sourdough available this Thursday”, try: “Make your family’s dinner extra special this week—fresh sourdough is available for pickup on Thursday!”

This small tweak makes the customer the hero of the story. Your bread isn’t just a product; it’s a way for them to win at meal planning, impress their family, or enjoy a cozy, homemade moment.

3. Address Pain Points & Offer Solutions

Customers buy because they have a problem they want to solve. Your messaging should highlight these pain points and present your bread as the solution.

Common Pain Points & Messaging Ideas:

“Dinners feel hectic? A fresh loaf of sourdough makes mealtime easier and more satisfying.”
“Struggling to find time for homemade bread? I’ve done the hard work for you—just pick up and enjoy.”
“Tired of grocery store bread with mystery ingredients? Enjoy real, long-fermented sourdough baked with organic flour.”

By speaking directly to their struggles, you create a deeper connection and more motivation to buy.

4. Use Emotional Storytelling

People don’t just buy based on facts—they buy based on emotion. Create a story around your bread that makes people feel something.

Example: Instead of saying “I’m selling sourdough this weekend”, try:

“Imagine waking up to the smell of fresh sourdough, slicing into a warm loaf, and enjoying it with your morning coffee. That’s what I want for you this weekend—preorder now!”

This paints a visual picture that helps customers emotionally connect with the experience of your product.

5. Create Urgency and Scarcity

One of the best ways to increase sales is to create a sense of scarcity and urgency. People are more likely to act quickly if they feel like they might miss out.

Messaging Examples:

“Last week, I sold out in 2 hours! Reserve your loaf now before it’s gone.”
“Only 5 spots left for this weekend’s sourdough workshop!”
“I only bake 20 loaves per week—first come, first served.”

When customers see that your bread is in high demand, they’ll feel a stronger urge to buy now rather than later.

6. Focus on Benefits, Not Just Features

Many bakers focus too much on features (ingredients, fermentation time, process). Instead, highlight the benefits—how your bread improves your customer’s life.

Feature-based messaging: “My sourdough is made with organic flour and long fermentation.” Benefit-driven messaging: “Enjoy gut-friendly, nutrient-rich sourdough that’s easier to digest and tastes incredible.”

7. Position Yourself as the Expert

Customers want to buy from someone they trust. Own your expertise—even if you’re still learning.

Maria recommends speaking with authority and confidence. Instead of asking people to trust you, act like the expert you already are.

How to Do This:

Use phrases like “I recommend”, “The best way to…”, and “What I’ve learned is…”
Share behind-the-scenes baking tips to show your knowledge
Confidently explain why your method is best

The more you position yourself as the go-to expert, the more trust (and sales) you’ll generate.

Final Thoughts: Sell More Bread with Better Messaging

Maria Baradell’s success isn’t just about great bread—it’s about smart messaging. By refining how you communicate, you can:

Attract more customers
Sell out your bread weekly
Increase demand for your workshops or digital products
Build long-term brand loyalty

If you’re ready to improve your messaging, start by identifying your why, making your customer the hero, and focusing on emotion-driven marketing.

Connect with Maria & Learn More

Instagram: @leafandloafco
Ebook: "How to Launch, Run, and Market Your Home Bakery" Get it here
Bakery Business School (Launching Jan 2025!) More info here

How to Sell More Sourdough: Messaging That Sells with Maria Baradell | Episode 56