You have poured your heart into what you make. You researched, tested, tweaked, photographed, and maybe even launched a new colourway thinking that was the missing piece. But sales are not matching the quality of your product.
Here is the truth that changes everything. A great product is not enough. In a distracted world you need three things working together every week: attention, anticipation, and action.
The Product Attachment Loop
Founders fall in love with their product. You know the ingredients, the process, the choices you made, and the story that sits behind it. Your customer does not. They see another candle, another tote, another serum. If you are not showing context, you are asking them to do the mental work.
Fix it fast: show your product in use. Demonstrate how the planner sits on a desk and calms the morning chaos. Show the candle as a five-minute ritual after the kids go to bed. Show the serum in a quick routine. Context turns curiosity into clarity.
And please stop hiding behind perfection. Redesigning labels or waiting for the new packaging is not strategy. It is fear. Get it out there. Evolve in public. Your audience is far more forgiving than you think and momentum comes from motion, not from polishing.
Selling Is Helping
If your product improves someone’s day, skin, mood, home, or headspace, it is selfish to keep it quiet. Selling is not pushy when the intention is service. You are offering a transformation.
Move from features to feelings:
- Candle: not 60 hours of burn time. It is calm on demand after a noisy day.
- Skincare: not the ingredient list. It is confidence that changes how she walks into a room.
- Journal or planner: not the page count. It is the feeling of being organised and regulated.
When you speak to the emotion, people finally understand why it matters for them.
Anticipation Beats Announcement
Most launches fail because they are treated like a single moment. “We’re live” is not a strategy. People are busy, inboxes are messy, and social reach is limited. Your job is to build desire before you ask for the sale.
Use a simple three-week rhythm you can rinse and repeat:
Week 1: Seeds
- Email 1: “Something is coming” with the problem you are solving and a waitlist button
- Stories: mood board, colours, raw behind-the-scenes
- Reel: 3 hints in 10 seconds
- Website banner: “New drop soon. Join the list.”
Week 2: Proof
- Email 2: show context and use cases. Add a 30-second demo clip
- Stories: polls on fragrance, sizes, colours
- Pinterest: pin your best mockups and teaser images
- Short video: founder talking head about the why
Week 3: Ready
- Email 3: launch date, time, and first-dibs perk for subscribers
- Stories: countdown sticker, packaging clips
- Reel: quick transitions from unboxing to use
- Live: 10 minutes to show textures, scale, styling
On launch day send two emails. Morning: it is live. Evening: last chance for first-day perk. Then follow with social proof within 24 to 48 hours.
Want to really dive into campaign planning and launching with a bang? Grab my Nail Your Email Marketing plan. https://www.thelotco.com/nailyouremailmarketing
Be In More Than One Place
Relying on one platform is a risk. Social reach can hit only 5 percent of your audience on any given post. Email open rates can sit between 20 and 40 percent which means most people have not seen anything yet.
Stack your touchpoints:
- Email for depth and conversion
- Instagram for connection and daily visibility
- Pinterest for evergreen discovery
- Website banners and pop-ups for high-intent visitors
- Wholesale or stockists for built-in foot traffic and credibility
- In-store signage for context and micro-moments
You do not need to be everywhere at once. You do need to be present in more than one place consistently.
Clarity, Confidence, Consistency
Consistent sales come from these three working together.
Clarity
Who is this for, what do they value, and where does your product fit into her day. Spell it out. If she cannot repeat your promise in one line, you are making her think too hard.
Confidence
Stop apologising for price or presence. You are not too expensive. You are priced for the value you deliver. People who do not see it are simply not your customer yet.
Consistency
One post is not a campaign. One email is not a plan. Show up more than you think you need to. If you are not sick of saying it, you probably have not said it enough.
Your 10-minute checklist for this week
- Add a website banner that teases what is coming
- Schedule two emails: teaser and waitlist invitation
- Record a 30-second founder video about the why
- Post one context-of-use photo on stories and feed
- Create a countdown sticker two days before launch
- Pin three teaser images to Pinterest
- Add price and CTA above the fold on your product page
- Write one line that sells the feeling, not the feature
- Share one behind-the-scenes clip
- DM five warm customers or stockists and invite them to first access
Your product can be incredible and still be invisible. Make it seen. Build anticipation. Ask for the sale. That is how you turn a great product into a profitable business.
Want help executing this rhythm every week
- Get More Sales
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Screenshot this post, tag @thelotco, and tell me the one way you will show up differently this week. Let’s go.
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