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A podcast built for founders and aspiring founders in the fashion industry.
In this podcast we will be sharing industry insights, talking with fashion business owners and experts and debunking industry myths and problems!
Hello and welcome back to the Fashion Founder Podcast. If this is your first time listening, I'm Charlotte and I help founders to start and scale their fashion brands. You're listening to episode I don't even know. Episode50. And today I'm going to be talking to you about why your product is great but nobody's buying it.
Speaker 1:Before I dive in, this episode is going to be part of a mini series that I'm running called the Selling Out series And I'm gonna be releasing 12 episodes covering 12 different topics that are all built around the exact framework that's inside my new group programme Scale Up. Each episode will stand completely on its own. So if you're listening to all 12 or you're just listening to this one, then you're absolutely going to get something out of it. Okay. So let's just get straight into it.
Speaker 1:So you've got a great product. Everybody tells you you've got a great product. You know you've got a good product. Your mum tells you you've got a great product, but for some reason the sales are just not translating in line with that. So today we're going to be talking about why that happens and what you need to do to fix it.
Speaker 1:So of course every brand is different and there can be an infinite number of reasons why a product isn't selling. But the most common thing that I see holding founders back has nothing to do with the product itself, but everything to do with how many people know about it. And it's not just about people knowing about it, but the right people knowing about it. Because the products themselves are not what makes a business money. Products are what allows a business or a company to capture that potential market demand and then sell to it.
Speaker 1:So the chances are right now you're trying to sell a product but you haven't really got through to who your audience is or how you can access them. And this is the biggest mistake that I see new founders make over and over again because they see other people's products that are popular and brands that are thriving and they believe that the product was the valuable thing and that's all that they need to do to make them money. But your product isn't actually your business. The product is the thing that you use to give your audience a reason to buy, a reason to give you money. I had a client come to me who was making round a sale a month, like this random sporadic sale, and she'd go, oh, I've made a sale today and this is my first one in four weeks.
Speaker 1:And the thing that was missing from getting to a place where she was having those consistent sales every single day was the right eyeballs. So she had a few thousand followers on Instagram. She did have visibility. But when we dug deeper, we realized that the visibility was from all of the wrong people. Some of the ads she was running was getting her visible to the male audience and she was selling a women's product.
Speaker 1:She also realised that again some of her content was going viral and reaching a younger generation but her product was designed for someone slightly older than the demographic she was reaching. So yes, visibility counts, but it also has to come from the right eyes. There's this real common misconception that if you spend months developing a product and it's good enough that people will just find it, but that's not the case. You're probably going to spend more time marketing your product than you do actually developing it. The common sequence of events that I see is that the moment a founder realizes that their biggest problem is that they're just not getting seen or noticed by the right people, and then they start implementing changes in line with that.
Speaker 1:So they start creating content that speaks to their ideal consumer rather than just selling the product features. They then work with influencers who are going to get their brand in front of the right eyes. They create user generated content. They maybe even run some ads. They do all of the things that are needed to get their brand on the radar of their ideal customer, that's when the whole thing changes.
Speaker 1:So know that it's unlikely that your product is the problem. It's your marketing strategy and your visibility strategy that is. And that is so fixable. It's so much harder to correct a bad product than it is to realign a marketing strategy. Okay, that's it for today's episode.
Speaker 1:So that's the first episode of the Selling Out series. If any of this resonated with you and you want to go deeper on this topic and the 11 other topics that I'm going to be covering with a group of founders who get it. And Scale Up is my group program designed specifically for founders like you who want consistent visibility, consistent sales. We're going to be starting on the June 22 and there are only 15 spots. You can apply now at thefashionfounder.co.ukscaleup which I will pop in the show notes.
Speaker 1:And if you have any questions please drop me a message and as always please rate subscribe all of that good stuff as it helps me reach the right people and I look forward to speaking to you in the next episode