All small businesses compete in the marketplace with similar or identical providers of products or services. Shoppers often buy on price alone if they perceive no difference in what you and your competition offers. Being distinctive can be a problem unless you and your wares stand out from the rest in a significant way. 

For me, woodworking took the form of violin making and repair. Truly a niche specialty business, I have to compete with large established shops who can outspend me on advertising and other resources. Where I can shine is the personal connection with my customers. 

Being the face of your business is your greatest asset. If your work is excellent, stand proudly behind it and display it with confidence. Make the customer feel good about trading with you. Don't sell yourself short. Price goods fairly but honestly to turn a profit. Choose the most cost-effective suppliers for raw materials and supplies without compromising quality. Take advantage of all the self-employment tax deductions available. Enlist the help of agencies who assist entrepeneurs like you with mentors or free advice. Vending at local  or regional craft fairs can be helpful, especially if you can demonstrate your skills to an audience. 

Newspapers and magazines are always looking for interesting and unusual stories to present to their readers. Your situation may have an angle that fits their criteria. 

Ally yourself with other local small business owners and cross-promote each other. Many have built their enterprise from scratch and have experiencess to share that may keep you from making common mistakes. 

Humbly and discretely exploit your connection to the Fire Service. We as FF/EMTs are held in high regard by the public. Maintain that association and sell to fellow First Responders. Public Safety publications are a good advertising venue to reach that clientele. 

Good Luck, Brother!