1. Who is your audience?
2. How are they finding you?
3. What do they already know?
4. What do they want to know?
5. How are is your business different than other companies like yours?
I think it is a worthy project to spend some time answering these 5 questions. Visualize your answer to #1. Give them an imaginary (or real) name and background. [I'm going to use the name Madge.] Create a realistic scenario for #2. Make them real. Now that you know who you are talking to, all of your "messaging" should then focus on confirming #3, expanding #4 and telling them about #5.
From my personal experience the first people interested in organic fabrics are new mothers. They want to surround their precious little one with the best. Sure we could talk about increased asthma & allergies linked to standard formaldehyde finishes and flame-retardants that have been linked to cancer. I think these things ARE important, but this can't be your only message. Guilt and fear grab attention but they don't make us feel good. They don't bring joy into our lives. Education is important but in my ideal world it's the back story not the headline.
Take a look at your web site, etsy page, facebook page, blog, etc. Are you talking to "Madge"? Telling her/him something new? Boring them? Lecturing them? My guess is that you created your business because you saw a need in the market. A hole that you were willing and able to fill. This means you could/may be talking to a person just like you! If that's the case, you don't have far to go to find out if the "message" resonates. Feel free to ask honest (kind) friends or better yet, current customers, to give you their feedback. People love to have their opinions heard. Ask. Listen. Speak - softly, kindly, intelligently. Don't try to be perfect. Don't be afraid to admit you don't know something or that you were wrong about something. You are not perfect, so just do your best at this moment in time. Be human. Be kind. Most importantly ENJOY the process. It's YOUR business so be about making it worth YOUR time and energy.
Yes, fear is an attention grabber. Did the photo get your attention? Personally, I am sick of fear. Give me beauty, joy, love and hope over fear any day of the week.