Why great products are still ignored – and how you can be noted Entrepreneur

It is a frustrating feeling – you have built a product that solves a real problem. You have spent weeks/months with your zoning page in shape, writing a great copy, setting up campaigns, perhaps even throwing a few influencer -abrasouts. But for some reason it just doesn’t work. The sale comes in slowly, the figures do not justify the effort, people bounce, do not buy or worse – they don’t even notice it.

If this sounds familiar, you are not the only one. Many products, even good, wrestling to get off the ground, not always because of the product itself, but because the marketing strategy works against it.

Here are a few reasons that can happen, and what to look at before you throw more money on another campaign.

Related: failed startups have made these 7 marketing errors – do you make them too?

1. You are too focused on functions

A long list of product functions looks impressive on a website. But most buyers are not looking for impressive, they are looking for something that helps them with a specific situation they are dealing with.

When marketing focuses strongly on what the product does, rather than what it helps someone do, this often lacks the point. If your website, advertisements or e-mails lead with words such as “AI-driven” or “best-in-class” without giving a clear picture of how that changes something daily in the user’s user, there is a good chance that people will not be interested.

Walk through the actual moment that a person would use the product. What is happening around them? What problem is their thoughts if they find you? That’s what they care about.

2. You focus on the wrong people (or too much at the same time)

It is common for your product to appeal to as many people as possible. But marketing built to please everyone usually resonates with no one in particular.

Sometimes it’s not even a case of bad targeting, it’s just unclear targeting. A product can be intended for owners of small companies, but that category includes everyone, from a solo freelancer to a team of 30. Their needs are not the same. If your messages try to cover them all, it is probably too wide to feel relevant for one of them.

Refining your audience does not mean that you give up the range. It simply means that your focus is limited enough to actually connect. Once you know who gets the most value, it is easier to build trust with the right people, and that is where growth usually starts.

Related: 8 Marketing errors that for the first time entrepreneurs cost thousands of entrepreneurs in lost sales

3. The first impression was not built for the canal

A homepage is not the same as an advertisement and a product page is not the same as a post on social media. But sometimes the same language or design is used in all, and it does not translate well.

Someone who scrolls on Instagram will probably not read a paragraph about the story of your brand. Someone who clicks on a Google advertisement may not be ready for a cash register button two lines in a product description. Each channel has a different kind of attention span and expectation. If the first thing people see, is not relevant to why they clicked or where they came from, they will leave quickly, and it will not be because the product is bad.

View the access points one by one. If someone came out of a search, what did they probably ask? If they came from a friend’s reference, what can they already hire about your brand? Start there.

4. Your content does not help people to make a decision

It is easy to forget how many decisions are going in a purchase, especially for something unknown. People not only want to know what your product is – they want to know how it relates to what they already use, which setup is involved, whether it will work for their use case and how others use it.

If your marketing content skips this and just asks for sale, you may miss the middle part of the trip. This is where things such as demos, comparison pages or case studies start to do important; Not only as credibility boosters, but also people help find out if this suits them well.

Not everyone needs a long funnel, but if your conversion rate is low, the answer may not be “more consciousness”. It is possible that the people who are already aware do not have enough information to act.

5. You trust too much on one tactic

Sometimes the marketing does not fail – you use one ad format, one channel, one piece of copy everywhere reused. If that only thing does not work, everything else will also feel like a failure.

Even if you have found something that converts well, there can be too much trust a risk, algorithms change, the audience burns out and if your strategy is built on one pillar, there is not much room to adjust.

A more balanced approach can mean that someone should think you different ways: someone could discover you: search, social and referral. Or three different types of content: awareness, education and action. Spread your efforts a bit, and if one thing is left behind, this will not refuel all the other.

Related: how I turned a marketing error into $ 1 million to new companies

6. The product itself is not sufficiently positioned

Even if your product is great, if people don’t understand what it is or how it fits in their lives, they won’t buy it. Positioning tells people why your product exists and for whom it is.

If your pitch sounds too much like any other tool or service in your space, you make it harder for people to choose. On the other hand, if your messages are so different that people cannot find out what you even offer, that is also a problem. Note that a product that solves a boring but urgent problem, usually wins a product that sounds great but does not feel relevant.

Go back and look at what you say, who you say it and how it is received. Sometimes small shifts such as adjusting the public, refining the message or changing the channel can make a bigger difference than you would expect. Success!