Okay sooo, you’ve got a great product. You’ve made some sales. You BELIEVE in it. But yet you struggle being profitable – selling enough to actually sustain and grow your business. And if you’re not making profits, it slowly feels like you’re actually NOT selling and wonder why people aren’t buying.
The reason why people aren’t buying (or why sales feel inconsistent), it’s probably not because your product isn’t good enough. It’s because you missed some crucial steps before you even got to the selling part.
So, let’s break down the biggest mistakes I see small businesses make—and more importantly, how to fix them.
1. You Haven’t Defined Your Dream Customer
I know you think your product is for everyone. But let me tell you right now , it’s not. And that’s okay.
Your product was made for one specific, ideal customer. That perfect person who needs exactly what you’re offering. If you don’t know who that is, you’ll waste time trying to sell to everyone – which means you’ll end up selling to no one.
Think about it:
- Who is this product really for?
- Why do they need it?
- Where do they hang out online?
- What are they already struggling with that your product solves?
Once you figure this out, your brand messaging becomes SO much clearer. You’ll stop screaming into the void and start actually connecting with the right people – the ones who want to buy.
2. They’ve Seen Your Product and Thought, “Not for Me.”
Oof. This one stings, eh? But if people are looking at your product and walking away, it’s not because they don’t need ir – it’s because you haven’t convinced them why they do.
And that’s because you’ve skipped the foundational steps:
✅ Branding – You have a logo, sure. But do you have a brand?
✅ Marketing – Are you showing up in the right places, talking to the right people?
✅ Messaging – Are you clearly explaining what makes your product different and why it’s valuable?
If your dream customer doesn’t immediately understand why your product is the perfect fit for them, they’ll move on to someone else who does make it clear.
3. You Started With a Logo, Not a Brand.
This is probably the most common mistake I see. A logo is not a brand.
Branding isn’t just about looking cute-it’s about making your business stand out in a crowded market. If you want long-term success, you need a brand that:
- Tells a clear, compelling story
- Instantly resonates with your ideal customer
- Builds trust and loyalty over time
A logo on its own won’t do that. But a brand will.
4. You Haven’t Invited People Into Your Story.
People don’t buy products. They buy stories.
Think about it—what makes you obsessed with certain brands? It’s not just the product itself, but the feeling or experience you get when you buy from them.
Your audience wants to connect with you. They want to see why you created this product, what problem it solves, and how it fits into their lives. If you’re only talking about what you sell and not why it matters, you’re missing out on a huge opportunity to build a loyal customer base.
5. You Haven’t Answered “Why Should Someone Buy YOURS?”
Let’s be real- there’s a market for almost EVERYTHING. But if you can’t confidently answer WHY someone should buy your product over someone else’s, then why would they?
And no, your “why” doesn’t have to be some deep, emotional soul story. It just has to be clear. Maybe it’s…
- Better quality than competitors
- More affordable without compromising value
- Designed specifically for a niche group of people
- A unique experience that customers can’t get anywhere else
Whatever it is, OWN IT – and make sure your audience KNOWS it.
6. Fix Your Marketing: Attract the Right, Repel the Wrong.
Once you’ve nailed your branding, it’s time to fix your marketing. The goal isn’t to attract everyone, it’s to attract the right people and repel the ones who aren’t the right fit.
That means:
- Creating content that speaks directly to your dream customer
- Using messaging that makes them feel seen
- Marketing in the places they actually spend time
When you stop trying to please everyone and start focusing on your people, sales get easier.
Take a look at how Stanley became an obsession
Stanley – the tumbler brand that went from being just another water bottle to a viral must-have. For years, Stanley was just… fine. A regular ol’ tumbler company. They turned into an accessory that many people (trendy, on-the-go women who love aesthetics mostly) felt like they needed to have, they felt like they needed to be part of the brand. They built a brand around more than just a tumbler—it became a lifestyle. And when the very viral tiktok about the woman whose stanley cup survived after her car burned down, I mean I’m pretty sure MANY of us were shocked when she opened the cup and found the ice didn’t melt. It just PROVED their value proposition. Proved why their product is high quality. And to top that , they send her a new car!! Talk about getting an advocate for your brand and then rewarding them ?!?
What can you, a small business learn from this?
- Created story-driven marketing (community, exclusivity, limited drops)
- Make people feel like they needed to be part of it
- Welcome people to become part of their brand
It’s Not Too Late to Fix This.
If you’ve been selling but no one is buying – or you’ve hit a plateau – it’s time to pause and look at your brand foundations.
- Is your messaging clear?
- Are you targeting the right people? And are you inviting them INTO your brand
- Are you standing out in your market?
If not, it’s okay! The good news is you can fix it. And once you do, selling won’t feel like a struggle anymore—it’ll feel like second nature. So, stop wondering why people aren’t buying and start building the brand that makes them say, “I NEED this.”
TL;DR:
If people aren’t buying, it’s not because your product isn’t good—it’s because your branding, messaging, or marketing is missing key pieces. Most small businesses struggle with profitability, not just selling. The biggest mistakes is trying to sell to everyone, focusing on a logo instead of a brand, failing to invite people into a story, and not clearly answering WHY someone should buy yours. The brands that succeed build obsession by knowing exactly who they’re for and making customers FEEL something. It’s not too late – if sales are slow or you’ve hit a plateau, pause, revisit your brand strategy, and get clear on what makes your product the choice for your ideal customer. 💛
