The Real Reason Your Marketing Isn’t Hitting (And How to Fix It)
If you’re still describing your audience as “women, 25 to 40, who like pilates and green smoothies,” we need to have a little chat, friend.
There’s this theory floating around that if you know your customer is a 34-year-old woman living in Mentone who shops at Target and drinks almond milk lattes, then you’ve basically cracked the marketing code.
But here’s the thing. That kind of info tells you absolutely nothing about why someone actually buys from you.
It doesn't tell you WHY they need what you’re offering.
It doesn't tell you WHAT’S stopping them from pulling the trigger.
It doesn't tell you HOW to position your product or service so it feels like a no-brainer.
And if you don’t know those things? You can end up spinning your wheels creating beautiful content that sounds good but doesn’t actually get people to buy.
The good news?
You, as a solopreneur, have a massive advantage.
You can know your people way deeper than any big brand ever could.
And when you figure out what really matters?
Marketing starts to feel a whole lot easier. You attract better people. People who aren’t just double-tapping your posts but are actually buying what you’re selling and coming back for more.
So let’s talk about the five things you actually need to know about your audience if you want to sell more without screaming into the void.
Grab a coffee and let’s dive in.
1. What they’re struggling with right now (and how it’s making them feel)
People don’t wake up thinking, "Ooh, what can I spend my money on today?" They wake up thinking, "Something feels off and I need to fix it."
Your job is to figure out what "it" is. The real problem they’re dealing with that your thing solves.
Maybe they feel like a mess because they can’t get their schedule under control. Maybe they’re so sick of their home looking like every other Pinterest board and they just want something that feels like them.
And it’s not just the problem itself, it’s how it’s making them feel. Overwhelmed. Frustrated. Stuck. Guilty. Like they’re failing. When you can describe that feeling better than they can? You instantly make them feel seen. And that’s when real connection starts.
HOW YOU FIGURE IT OUT:
Hang out where they vent. Customer reviews, Threads, Facebook groups. Ask them directly. A simple "What’s the most frustrating part about X?" can open the floodgates.
And when they answer, don’t stop at the first layer. Dig deeper. Keep asking "WHY?" until you get to the heart of it.
2. What they really want (cue the Spice Girls)
Here’s the thing. People don’t actually want your product/service They want what it’s going to do for them.
They don’t want a haircut. They want to strut out of the salon feeling like Beyoncé.
They don’t want a meal subscription. They want their brain space back at 5 PM.
They don’t want a social media manager. They want sales without losing their Sundays to Canva.
Your job? Sell them the after.
The transformation.
The feeling they’re chasing.
HOW YOU FIGURE IT OUT:
Use the "But why?" game. They say they want a planner. Cool. But why? Because they want to be organised. But why? Because they’re tired of feeling like a mess. But why? Because when they feel organised, they feel in control again. Boom. That’s your real marketing angle.
3. What makes the perfect solution in their eyes
People aren’t looking for just any solution. They’re looking for the one that feels like it was made for them.
There are probably loads of ways they could solve their problem, but they’re secretly holding out for the thing that ticks all their boxes. And unless you know what those boxes are? You’re leaving money on the table.
For example, I know when I’m talking to solopreneurs, they want solutions that are fast, simple, actionable, fluff-free, and actually move the needle on sales. That’s what makes something feel like the "perfect fit" for them.
HOW YOU FIGURE IT OUT:
Look at competitor reviews — people will tell you exactly what disappointed them.
Ask your audience what’s made them hesitate to buy things like yours before. Make it obvious how your offer nails what they’re looking for. Don't make them connect the dots.
4. What’s stopping them from buying
If someone loves your stuff but isn’t buying, there’s a reason. And spoiler, it’s not always about price.
It’s usually something like:
"I don’t know if this will work for me."
"I’m scared I’ll waste my money."
"I’m not ready."
"I don’t have time."
People want to buy. But their brain loves giving them a thousand reasons not to. Your job is to gently, lovingly, preempt those hesitations and show them why those fears aren’t needed.
HOW YOU FIGURE IT OUT:
Look at common objections in your industry.
Create content that calms the part of their brain that’s screaming, "But what if this goes wrong?"
5. What makes them finally take action
You know when someone says, "Oh my gosh, I love this. I’ve been meaning to get it!"
And then... crickets?
That’s because they haven’t hit their tipping point yet. The moment their problem feels urgent enough that "someday" turns into "today."
Sometimes it’s seeing a testimonial.
Sometimes it’s realising they can’t live another day feeling stuck.
Sometimes it’s a limited-time bonus or just the right message at the right time.
HOW YOU FIGURE IT OUT:
Ask your past buyers what finally pushed them to say yes.
Watch for patterns.
Play with urgency a little — and always make it about them getting closer to what they want, not about them "missing out."
Here’s the real deal...
It doesn’t really matter if your audience is 27 or 47.
It doesn’t matter if they live in Melbourne or Moama.
What matters is knowing what they’re struggling with, what they’re dreaming of, and what’s standing between them and that dream.
That’s your edge.
That’s what will make your marketing magnetic.
That’s how you build a business that doesn’t just get likes but gets real, excited, "Take my money" humans lining up for what you offer.
You’re not here to market like a big, faceless brand.
You’re here to build real connection.
And real connection? Always sells better anyway.
