What the customer is comparing you to
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The incumbents are very large
This is a category dominated by a handful of names a hardware store has carried for decades, at prices a small producer cannot match on a unit basis. Competing on price is not a plan here.
But the buyer is unusually experimental
A woodworker, a restorer or a bookbinder will try a new finish on a scrap without much persuasion, because the cost of trying is a few dollars and the cost of the wrong finish on a real piece is enormous. That is a lower barrier than most crafts offer.
Specificity is the opening
A general purpose glue competes with everything. A glue for a named job, with a stated open time, a stated set time and an honest statement of what it will not do, competes with very little, because the large brands are deliberately general.
Which means the label carries the sale
And the label is already constrained: there is a rectangular block of hazard warning on the principal display panel at a regulated type size that nothing may crowd. Designing the sales copy around that block from the start is easier than fitting the block in afterwards.
The container is part of the claim
A workshop product in an HDPE packer with a brush cap reads as a workshop product. The same formula in a cosmetic PET bottle does not, and PET also happens to be the material least able to take the heat of a shed in August.
Sample sizes do real work here
The shelf runs from 5 mL to 946 mL with a median of 118. A small size is not a token in this craft; it is how a cautious buyer tries a finish on an offcut before committing to a project.
And repeat purchase is where the money is
A finish that works gets bought again in the largest size you offer. The spread of sizes on this shelf is what lets a customer move from a trial to a standing order without leaving your range.