Have a read.

What to do if my Product, Service or Platform Isn’t Selling

If you’re in business, you know that the one truth above all.

You need to sell your product, service or tech platform to generate revenue.

Whatever you use that revenue for (profit, reinvestment, paying for costs and so forth) is completely up to you. But you need to be making it. There’s an exchange and gain principle here if you want to be a professional and functioning business.

If your product, service or platform is selling well, fantastic! Your business works. Hurrah.

So… what if it doesn’t sell? What do you do?

Well, I have an answer.

Why isn’t your product selling?

It’s usually quite simple to work out but difficult to solve (yes, right?!)

From my first-hand experience, the main reason why people don’t go ahead with a purchase is because they don’t truly understand your product, service or tech.

They can’t, for whatever reason, see it in their lives – and they vote with their wallets.

Now, before everyone jumps up and down in an argument, sure; truth be told, there are many reasons that a lack of sales can be attributed to. But I’m not talking about poor timing or a lack of a sales team – nothing so mechanical as that.

The reason is: people don’t convert if they cannot truly comprehend the value of what you’re selling in the context of their lives

I know what you’re thinking.

“But they do!” “Oh, no they get it.” “It’s obvious what it is.”

However, that’s the thing. If it were obvious to them, they would buy. Simple.

The reason they’re not buying your product, not booking in your service or subscribing to your platform is: they don’t see the relevance to their specific pain point.

People don’t buy what they don’t appreciate or understand will fit into their world.

Don’t believe me? Here’s an example.

Open your chosen social media app. Start scrolling. Find an advert – it doesn’t take long.

Ok, which is it? What is it selling? Do you see the relevance of it?

There are three possible outcomes here.

1. The message wasn’t relevant to you.

Then you’re completely going to ignore it, right? Simple. Whatever was in that advert, nothing was convincing enough for you to care. No sale!

2. You were captivated!! Hooked! Sale.

You’re now thinking – damn, Chris. You got me to buy something. How funny! If you stumbled on the ad and you were like, ‘oh, I NEED that now.’ Great! Sale. They did an excellent job of getting you to see that product/service/tech in your life.

3. You were interested, but not quite motivated yet.

 

Still a win! If they nurture you.

See, if you did kind of understand, but the message wasn’t quite compelling enough now, you didn’t buy, right? However, if the brand gave you enough for you to consider, you’d be open to doing some further research to learn more. Good – you’re on the Buyer’s Journey.

They now should be trying to keep the conversation going towards a convert.

What did the two latter options have in common? A relevant message.

They presented something compelling to you that you could comprehend the value of in your life.


It’s only this that gets you to buy: whether it’s now or later is fine, but there was a reason why you were keen to proceed. It was the message: a contextually relevant message.

Brands need to be able to articulate their value and really demonstrate how their product, service or tech platform fits into someone’s life before they will give up their hard-earned cash for it. Simple.

Dah, Chris! But then, how come so many businesses get this wrong?

It’s because brand relevance through message marketing is harder than it seems. Everyone can write. Everyone speaks. Everyone can research. Now, there’s even AI that can write for you!

But that’s not enough. You need to put in the work to get messaging to really make sales.

Your leads and customers are time-poor, self-focused, have short attention spans and high expectations. That’s a lot. You need to cross all of those challenges if you want that precious sale.

So, what can you learn about your customers from this example?

Well, it doesn’t matter if it’s B2B or B2C, it doesn’t matter if it’s them or you: people need a compelling message for them to even care. If they do, then you’re on the road to a sale.

If you’re not selling, your message is falling short. It’s that simple.

You may technically have a “great” message! It may be some great marketing, but if it’s not customer-centric, then those customers are ignoring you. They know you’re not really talking to them.

How to make your brand message sale-worthy

There are a few things.

  1. Define your customer
  2. Define your product, service or platform
  3. Think of them as a Venn diagram. Where they intersect is your ideal message
  4. Build a Brand Messaging Guidelines from this
  5. Use those Brand Message Guidelines across all of your marketing and sales
  6. Create content across every touchpoint along the journey
  7. Enjoy more sales

How do I articulate my brand’s messaging in a customer-centric way?

Easy.

You need a Brand Core Messaging Document that is built as your brand’s communications guidelines.

It’s really hard to do this in-house, as your team is very “into your brand every day”. They struggle to bridge the gap of seeing beyond their knowledge to a customer who only sees your brand for 1% of their day.

So, let me help!

One who can come in, research your brand, research your customer and craft the core messages that come from you, but are articulated in a smart, precise and unique way.

I’m here! That’s what I do.

Let’s chat!

Christopher Melotti 
chris@melottimedia.com.au

Other recent posts

Make that positive click forward

You’ve got everything to gain – plus, I would really like to talk to you.

Choose the comm style you prefer.

Don’t put me off too long! You’ll wonder why you didn’t speak to me sooner (it’s what most clients say, anyway).