Your Product Is Great. Here’s Why It Isn’t Selling

If you’ve ever said, “My product is so good… why isn’t it selling?” then this episode is for you.

I’ve been getting message after message about this one since I sent an email earlier in the week, so I knew I had to dive deeper on the podcast.

The thing is, having a great product isn’t enough anymore. You need attention, anticipation, and action to turn your product into consistent sales.

In this episode, I’m breaking down:

• Why your amazing product isn’t selling (and what to do about it)
• The Product Attachment Loop that keeps founders stuck
• How to shift your mindset from “selling is pushy” to “selling is helping”
• What “building anticipation” actually looks like before a new launch
• Why showing up across multiple platforms matters more than ever
• And how clarity, confidence, and consistency create conversions

Whether you’re a maker, brand founder, or retailer, this episode will help you step out from behind the scenes, sell unapologetically, and start marketing your product like a pro.

Because your business needs more than a beautiful product, it needs visibility, storytelling, and you showing up again and again until people finally get how brilliant your offer is.

What You’ll Learn:

✨ How to stop perfecting and start promoting
 ✨ How to sell without feeling salesy or pushy
 ✨ How to build anticipation and momentum before your next launch
 ✨ How to multiply your reach by showing up in more than one place
 ✨ Why visibility builds trust and trust builds sales

Mentioned in this episode:

• Get More Sales
  — my special bundle to help you show up in more ways and sell with confidence
• The Product Business Growth Club
  — my membership for ongoing support, ideas, and accountability
• DM me “sales” on Instagram @thelotco
  to get my free Sales Clarity Prompts

Take Action:

After you listen, screenshot this episode and tag me @thelotco

Tell me — what’s one way you’re going to show up and sell differently this week?

Let’s make your next product drop your most profitable one yet 💜

Transcript

 Welcome to today's podcast. My name's Melissa Robbins. Thank you for joining me here today. I am excited to share a new episode, and this one is one that I sent an email earlier in the week and wow, the response I got back from it was crazy. So this has really made it clear that people really want to hear more about this.

So what I'm talking about today is all about selling your product. And I know this one's gonna land because I hear this all the time. You know that you've got a good product, but it's just not selling. And you've probably worked on your packaging. Maybe you've bought out a new colorway 'cause you're like, maybe that's not the right, maybe that's the problem.

You've poured your heart into your product. You've researched it for months and months and months, maybe even years getting it out there, but it's just not moving the way you thought it would. And really. What it comes down to is a great product isn't quite enough anymore. You need to have more. What you need to capture is people's attention.

You need to build anticipation, and you actually need to take action all the time to actually sell your product. Your customers aren't sitting there, waiting for you to refresh your website or waiting for to launch. That new release most of the time are probably super busy.

They're distracted. They get so much information thrown at them. Whether it's via phone, whether it's via their website, whether it's via ads. There's just so much content out there, so much information out there. So getting attention is the most crucial aspect. So what your job is to do is to build up that anticipation about your product, to get attention for your product, and build the desire for your products before it comes out.

So today we are gonna be breaking down why your amazing products aren't selling. And how to change that fast by shifting your mindset, your message, and your marketing rhythm. Let's start with the product attachment loop. What often happens is the founder is so attached to their product, they know so much about it, they understand all the intricacies about the product, and you assume that other people know just as much as you and I see this show up in terms of your menus on your website or your content in your social media, or your catalog that you send out to retailers, or even I saw it the other day on an ad on Pinterest for one of my clients.

I was like. Hang on a second. You gotta go a step back because you've shown me the product, but I have no idea. If I didn't know that product already, I would have no idea how that's actually supposed to be used. You need to show me the product in context more you are so emotionally attached to your product that sometimes it's hard to see clearly what others don't know.

You've gotta remember that your customer doesn't love your product yet because they don't even know anything about it. You are so close to it, you know the ingredients, how you make it, the story behind it, but the customer's just seen another candle or another fashion range or another yoga match, like they don't know all the information behind it.

So this is why it's so important now to . To share. You actually built the processing taking place. You building in public. So showcasing what is going on behind the scenes, showcasing how your product comes together, showcasing why you've picked particular colors, showcasing like that whole buildup of you building that brand, you building your range, you're building that product mix.

So that's a really crucial element. What we have to do is start promoting more and not just perfecting every single tiny little element. And I see this and it, this is clearly a. Personality thing too. I know my human design, I'm just to like, get it out there, test it, see what happens,

i'm a bit of an experimenter and I know other people will get so caught up in that perfection for me. I'm like, let's just, evolve as I go. And so it may play into that little part as well, but we've really gotta stop hiding behind getting everything perfect before you release it. I see it with people, you know, looking at whether they should release this product before the packaging's redone.

I'm like, just get it out there and then change it as you go. Like it doesn't have to all be absolutely perfect when you get started. Over time, you are going to evolve. You're going to change, you're going to improve things as you have a bigger budget or different things come up. So don't let the fear of having everything perfect stop you from getting things out there.

And there's a lot of fear around, being rejected. Fear of visibility, fear of actually selling your product. But if you don't, who is going to? You really need to make sure that you are not afraid to sell, and you actually step into putting yourself out there, getting your product out there, sharing the process, sharing the behind the scenes, sharing your why that is so crucial to make sure that your customer has a feeling of that before they even know what your product is.

This comes back to the science and, golden Circle theory as well, that sharing your why. We don't just wanna know what you do, we don't wanna know how, just how you do it, but we also wanna know why you do it. Like, what are the reasons you are creating this product? What are the reasons you've gone with that colorway?

What are the reasons that you've mixed these combination of materials or, or things together in your product? Why are you creating what you are? So those are the important things we wanna get across as well. Now, I spoke a few episodes ago about the abundance mindset as well, and this is a crucial element to selling and showing up selling as well, because if you are creating a product, if you are in business, then, selling is a crucial element of it.

And if you are a creative, sometimes this is really hard to do because. You are someone who just loves the actual creation process, but you're probably holding back on the selling side of it. And maybe it doesn't come naturally to you. Maybe you are someone who is, reserved, doesn't wanna, you know, speak boldly about your product, doesn't wanna claim how good it is.

And that can be really hard to do as a creative. But if you are running a business, then you need sales to make it work. We've gotta flip the view that sales is icky, or that it's pushy we've gotta flip it to make it be about being more powerful. Selling is helping people.

It's showcasing how something. Improve someone's life or how it can make them feel better or improve their skin tone or make you feel a certain way when you are wearing that product. Most people create a product because they want it to impact other people's lives. They want it to improve someone, or they've created a product in the first place because they had issue with skin or they had an allergic reaction to something.

They can't handle any of the synthetics that come with burning some candles. Most of the time someone has created a product because of a reason. So it's about sharing that and sharing how something can transform a life as opposed to just, sit on a shelf or you're just selling it because you want to make money from that product.

So we wanna flip that, selling from being pushy to that selling is helping. Selling is serving, shifting your messaging from just the features of the product to actually the feelings of the product. So let's talk about, for example, a candle instead of, know that you're selling this candle and it has.

This much grams or this much, , burn time. Talk about how it's gonna, when you light that candle, how it's gonna make you feel. It's your calm, it's your time for respite, it's your time for thinking about you skincare. It's not just, what it's gonna do for your skin, but how it's gonna make you feel, how you're gonna show up differently because of this reason that your skin is looking a different way.

You are not just selling the journal that you've created. But how is this gonna help you connect? So you're not just selling the daily planner journal, what you're selling is organization, the moment, the ways that you can reconnect with yourself, the way that you have a calmer nervous system because you're using this product.

Help people understand how it's gonna make them feel, not just what it is. We wanna paint an emotional picture, but we have to show up to do that confidently, consistently, and a big one here across more than one platform. I've had someone message me recently who said, you know, Instagram, I used to sell only on Instagram.

The algorithm's really changed. I can't get in front of people anymore. And it's true. You cannot just rely on one platform to sell your product or one sales channel to sell your product. We need to have multiple sales channels, and we need to have multiple places where people can buy from us and not be afraid to show up in those places either.

We actually wanna make sure that we are marketing our product and offering it in multiple sales channels. And it's one of the reasons I talk about wholesale so much as well for a product brand, because so many people just focus on the direct to consumer only, and not adding multiple sales channels. We really wanna add multiple sales channels, and if you have a retail store, you wanna be showing up in more than one place still as well. It shouldn't just be relying on foot traffic to come into your store. You should be marketing yourself in different ways or allowing people to buy online as well, or seeing what you have available online to encourage people to come into store.

All right, so we talked a little bit about flipping that switch from. Sales is pushy, sales is icky, and knowing that sales is actually doing a disservice if you're not doing it, that you're helping someone change their life. Like if you could impact one person today and know that by using your product, they're gonna change the way that they feel about themselves, that's powerful.

That's what you should be thinking about. Not just am I being pushy by showing up again and talking about our product once again, we really need to change that message there and talk about the feelings that something evokes, not just the features of a product as well. We need to have more than one sales channel in your business to sell your product.

We really don't wanna rely and have all your eggs in one basket. Next anticipation. We need to build up that anticipation for your product and not just show up and be like, Hey, here, we've released this product. Here it is. Come and get it. But we need to build up that anticipation for it. We're gonna warm people up before you actually launch warm people up to that you're going to have a sale warm people up, that you are going to release something new.

Warm people up that you're gonna release your new website. Like how do we do that and how do we actually get people excited about things? We wanna create buzz, we wanna build desire, we wanna drop hints and show sneak peeks. All of those things can happen through your content, through emails, through, in-store, celebrations or, signage that you have out as well.

So here's what it looks like in practice. We wanna email your list. We wanna build anticipation for something is coming. Join the wait list, sneak peeks that you show on your stories. Talk about a date that you're gonna release something. So really build anticipation for something.

Coming next is show up on multiple platforms. We don't wanna just be showing up on Instagram or on stories and expecting everyone to see us. Most of the time on social, your content's probably only saved by 5% of your audience. And then even if you are email marketing, not just sending one email, because most of the time open rates are probably between 20 and 40 or maybe even 50% if you are really high, but that still means 50% of the people haven't seen that email.

So we need to be sending more than one item and showing up in more than one place as well. Maybe you have it in your stories, maybe you actually show something on Pinterest as well. You have a website banner. You show up on a reel, you actually show up on a live as well.

You email people to build up a mailing list. All these little things, touch points, are gonna help your audience see things again and again and again. So we've gotta show up way more than you think you need to. We've talked about sharing that journey beforehand. What are the behind the scenes photos, packing moments?

Why behind the product? All these little micro stories build connection with your customer and just people as much as some people don't wanna do it. You need to show your face because it's a human connection. When people see your face and they hear your story and they hear your voice and how you are excited about things as well.

They believe you. They, they tap into that energy that you bring out as well. That's what builds trust and sell something as well. If you are excited about something, if you can't help but talk about it and shout it from the rooftops, people are gonna be excited about it as well. So the more touch points we can have, the better.

So. As I said, emails, stories, reels, Pinterest popups out of home advertising. I love a billboard. You know, like, depends on what your product is, depends on whether that's right or not, but that can be an amazing avenue for reaching more people. We wanna have multiple touch points.

Okay? So. Part four. We wanna talk about clarity, confidence, and conversions. If we want consistent sales, we need to have these three things working together. Clarity. Know who your customer is, know what they value. Know how your product fits into their life and how it can transform their life.

Confidence. Stop apologizing for your price or for your presence. You not too expensive. They're just probably not your people. Don't value , what you're actually selling. Or they don't know enough of your story, confidence in what you're offering and what you're sharing with people.

Consistency one email. One email isn't a strategy. One release on stories isn't a strategy. We have to show up again and again and again and build consistency in what you're doing. One post isn't a campaign. One launch isn't enough we need to remember that sales is a crucial element of running a business, so showing up again and again and again.

Until you are sick of your own voice about something as well, and if you are not sick of talking about your product, then you're probably not doing it enough. We've gotta treat your business like a business and not like a hobby. We have to show up and focus and make sure that sales and marketing are a large part of your business.

So many founders that I work with have spent so much of their time in the nitty gritty of the product development and the actual design, and not enough on the sales and marketing. And you don't need to be everywhere all the time, but you do need to be visible, valuable, and vocal,

visibility builds trust. It builds connection, and connection builds conversions as well. So if you've been sitting there thinking, my product's so good, why isn't it selling? It's time to get visible, build anticipation, and show up before you launch. Not after it. You can have the best product in the world, but if no one knows about it, it doesn't matter.

Remember, the confidence in your product isn't enough. You've gotta have confidence in your selling of that product, and that's what makes it profitable. So I'd love to hear how you're gonna show up differently this week. How you're gonna sell.

In what ways are you gonna sell your product this week? What ways are you gonna approach people? What ways are you gonna share your story?. If you are watching this on YouTube, let me know in the comment. And if you are listening on the podcast, dm me on Instagram and let me know how you're showing up differently.

And if you want access to my sales clarity prompts that I've got some ideas for you to how to show up differently, just comment sales in on Instagram and I'll send you all the details. And for those of you who don't know, and because I'm here showing up, talking about my story as well, one thing I need to do is tell you about all my different offers that I have available as well.

Two particular ones are gonna help you with the sales, I have one program, which is called Get More Sales specifically, and it's all about all the different ways that you can set up your business. So you are showing up in lots of different ways. , I'll put a link in the show notes to my get more sales, special bundle that I have available.

And then I also have a product business growth club, which is my membership. Now, this membership is there to help you show up and , inspire you all the time to actually see what other people are doing. To hear other people's stories about how they're showing up, what they're doing to get sales, what action they're taking, and surround yourself with the right people.

It can be a really lonely place. Running a products business by yourself and running a business by yourself, whether it's product or not, people around you who are in the same boat can make a huge difference as well. So that's my product business Growth Club where you get lots of inspiration there in all the different ways you can show up and sell and market your product, your business as well. Both of those will help you get more sales in your business, get your products into more places, selling in more places, and generate more profit as well.

So go out there and sell your product, , unapologetically. Take risks, get it in front of the right people. Share it with all different people boldly. Step into that energy. Actually market and sell your product. Tell more people about it.

Share it in more places, and don't be afraid to . Do so. . I hope this has helped. Inspire you a little bit. Helped you to show in way other ways that you can show up and other ways that you can sell. You forward to sharing more in the next episode. I'll speak to you soon. Thank you. Bye.