Why People "Really" Don't Want the Products or Services You're Offering
- Ashley Chivalette
- Aug 23, 2025
- 6 min read
So, you had this brilliant idea, bought the materials, hired the right people, and on paper—it all looks amazing. But in reality? The only ones buying your product are your grandmother and that creepy neighbor three doors down.
How can that be? Your product is genius and could definitely make life easier for tons of people!
Wellllll… maybe it’s not quite as great as you think. Or—if it truly is that good—then you’ve probably got a serious marketing problem. Either way, let’s break down the three most obvious reasons people aren’t buying your product (yet).
Let’s look at three big, painfully obvious reasons—the kind of reasons that most small business owners don’t want to admit, but need to hear.
1. They Simply Haven't Heard About Your Product
Visibility is the lifeblood of any new business. If no one knows you exist, how can they possibly buy from you?
I know what you’re thinking: “But come on, this is Business 101, everyone knows that!” And you’re right—it sounds ridiculously basic. Yet over and over, small businesses fall into this exact trap.
In fact, it’s a common case study in business schools: brilliant products that failed because the marketing was either nonexistent, misdirected, or half-baked. The business owner assumes that because they believe in the product, everyone else will automatically recognize its genius. Spoiler alert: they won’t.
You need to push your message out—consistently, creatively, and strategically. Whether you use:
Word of mouth (still the gold standard if you can generate it),
Pay-per-click ads,
Social media campaigns (yes, even TikTok if that’s where your audience lives),
Cold-calling (not dead, just needs finesse), or
Email marketing (still one of the highest ROI tools)…
…you’ve got to be deliberate. And you’ve got to measure.
Pro tip: Do regular reviews of your marketing efforts. Which channels are bringing ROI? Which ones are burning cash? If something isn’t working, switch it up. For example: If your target market is retirees, blasting out Instagram Reels may not move the needle—but sponsoring a local radio segment or community event might.
At the end of the day, if people aren’t buying, the most likely culprit is weak marketing. And if marketing isn’t your strong suit, don’t wing it. Get help. Outsourcing, hiring a marketing partner, or (yes, shameless plug incoming) working with a business coach can help you avoid rookie mistakes and reach your audience faster.
2. They Don't Understand What It Is
Okay, let’s say people have heard of your product. Maybe they’ve even seen your ads or visited your site. But they’re still not buying. Why?
Because they don’t understand it.
And not just what it is, but why it matters to them.
Here’s a real-life example: I once sent an email campaign on behalf of a business client. The email was clean, informative, and had plenty of links to resources. When I followed up with a prospect, she admitted she had no idea what the company actually did.
In my head, I was screaming, “Did you even read the email? It spelled it out!” But here’s the thing: it wasn’t her fault. It was ours. The product didn’t explain itself in a way that was relatable to her world.
Dealing with the Real Struggle
It’s easy to get frustrated and think: “These people are so clueless! Don’t they see they need this?”
But your prospects aren’t dumb. They’re overwhelmed. They’re scrolling past 500 ads a day. They’re juggling family, work, and Netflix binges. If they don’t “get it” instantly, they’ll scroll right past.
So what do you do?
Position your product in their language. Use analogies, comparisons, or simple explanations. If your service “streamlines workflow efficiencies through automation,” try: “We give you back two hours of your day by automating repetitive tasks.”
Show the value, not the jargon. Instead of “innovative solution,” say “saves you money” or “helps you sleep better at night.”
Make it relatable. Tie your product to something they already understand.
Remember: clarity converts. If your audience doesn’t understand what you do or why it matters, they won’t buy—no matter how great your idea is.
3. ...Maybe Your Idea Really Does Suck
I hate to say it. You hate to hear it. But sometimes, your brilliant, world-changing idea is… well, less “world-changing” and more “meh.”
Don’t get me wrong—this isn’t the end of the road. Every successful entrepreneur has had at least one idea flop. The key is to pivot, not panic.
Here’s how you can revive a struggling idea:
Tweak the concept. Sometimes small adjustments make all the difference.
Retarget the market. Maybe your product isn’t right for one group, but another audience would eat it up.
Bundle or reframe. Selling ice cream in January? Pair it with hot desserts, or pitch it as a comfort food for snow days.
Case in point: Ben & Jerry’s doesn’t stop selling ice cream when winter hits Vermont. They lean into creative flavors, storytelling, and branding that keeps customers hooked year-round.
And here’s another pro move: get unbiased feedback. Host a focus group. Ask real people why they would—or wouldn’t—buy your product. Friends and family are great cheerleaders, but they’re terrible for honest feedback. Your grandma will buy anything you sell (and brag about it to her bridge club), but the general market? They’re not so generous.
Use that feedback to refine your value proposition. Once you know exactly why people aren’t biting, you can make adjustments and improve.
As small business owners, it is extremely common for you to have a solid grasp on your services, but not so much on things like how to market those product. The vast majority of people who start small businesses didn't come from the marketing industry. There's no shame in looking for help in this area!
Overall, if your product (or service) isn't selling like you think it should, you might want to consider getting a second set of eyes on your marketing plan... you have a marketing plan right?
Hiring a business coach, like Out of the Box Advisors, who specialize in these types of issues would be a smart and simple way to make sure you're doing all you can for your business. Plus, we offer free consultations so there's no risk. See the link below to book your session!
Final Thought: Don’t let lack of sales crush your dream. Whether the issue is visibility, clarity, or the idea itself, there’s always a way forward—sometimes you just need the right guidance (and a little tough love).
Quick FAQs (Because This Is How People Search in 2025)
Why isn’t my product selling even though it’s great?
Just because something is great doesn’t mean people automatically buy it. Think of it this way—plenty of amazing books sit unread because no one knows they exist. If your product isn’t selling, it usually comes down to three issues: visibility, clarity, or alignment. Visibility means not enough people know you exist. Clarity means people don’t fully understand what your product does or why they need it. And alignment means maybe you’re talking to the wrong audience altogether. The good news? All of these are fixable with better marketing, stronger messaging, or a slight repositioning of your product.
How do I know if my idea is bad?
A “bad idea” isn’t always a dead end—it just might not work in its current form. To find out, gather real feedback that goes beyond polite nods from friends and family. Run surveys, set up small focus groups, or even test with a limited launch. Pay attention to what people actually say and do. If potential customers consistently show confusion, indifference, or flat-out rejection, you might need to pivot. On the flip side, if people light up when they get it but you’re struggling with awareness, the problem isn’t your idea—it’s your marketing. Sometimes, it’s not that your idea is bad, it’s just badly packaged.
Should I hire a business coach?
It depends on how quickly you want results and how much trial-and-error you’re willing to stomach. Can you figure out your marketing, strategy, and positioning on your own? Sure. Will it take longer, cost more in mistakes, and cause a few headaches? Almost certainly. A business coach brings outside perspective, proven strategies, and accountability—all things most small business owners don’t get enough of. Think of it like going to the gym: you could work out alone, but hiring a trainer accelerates your progress and helps you avoid bad habits. And since many business coaches (like us at Out of the Box Advisors) offer free consultations, you can test-drive the value without any risk.