I gave feedback to two small businesses struggling with sales and visibility. Here's what I found.
I've been spending a lot of time on Threads lately, and one thing I keep seeing over and over again is small business owners who are ready to quit. And it's not because they don't have a good product. It's not because they aren't working hard enough. It's because they're putting everything they've got into their business and they don't understand what the heck is happening with their sales, visibility, or engagement.
Last week I came across two separate posts where business owners were asking for honest feedback on their website or their social media pages. One had a fashion brand. And the other sold stationery. Both were doing well but both had the same things working against their businesses and once I saw it, I was actually excited.
I shared my thoughts with them on Threads, and they really appreciated my advice, and it inspired me to make a whole video about it. I thought about it, if these two businesses had questions and missing pieces that could be game changing for their brands and businesses. I knew others would too.
So here's what I noticed.
Business number one review The Fashion Brand:
This brand was built around destigmatizing mental health and promoting empowerment through clothing. They had the most beautiful photos and a very clear mission. And they had products that actually really represent their brand mission. So taking a step back everything looked great.
However, when I got to the product descriptions, there was just one thing I immediately noticed was missing.
They were listing their product details like most small business do such as materials, sizes, colors. etc. And while I understood you want to include those details too because your customers are buying online and can't see, feel, touch, hear, taste, or smell the products in person they need those details too.
But once I noticed the connection between their mission and the products themselves I realized what was missing. So I suggested they add a little more depth to their product description.
Something like this would work fine:
Say you sell weighted tracksuits describe how the product feels to someone with anxiety or depression. Does it feel like they're being wrapped up like a hug? Or does it feel like it's giving them the mental permission to rest?
That's not only good website copy, that’s a brand with products that are in alignment with their mission. When your words and products, match your mission, the right customers immediately recognized themselves in the brand and feel more confident to buy.
TLDR:Your product descriptions are an extension of your brand mission. Your website descriptions are a reflection of that mission and when the right customer immediately recognizes themselves in your brand it helps them feel more confident in their decision to buy ultimately helping improve conversion rate.
Brand Review number two The Stationery Brand:
The second business had beautifully hand designed products, the kind that makes you want to slow down grab a cup of tea, read a book, and use their beautifully designed bookmarks to mark your spot. But there was just one thing I immediately felt was missing from their content. Them!
When I scrolled their page, the products obviously stood out but I felt they could stand out even more. How? With a little more personality of the person behind the brand.
And that matters more than most people realize, especially on social media.
My advice, although simple: add more you to your content.
I want to be clear on what I mean by this because I know it can be confusing or scary when you're shy and introverted like me. So here's an example of what I mean.
If you sell bookmarks, don’t just say go buy my bookmarks. Film yourself reading, it can be a close up of the book and just your hands. But you’re sharing what moves you about whatever you’re reading. This could be a sentence or a chapter that really made you think and you want to educate or entertain others with what you've learned. Then naturally show your bookmarks.
Let people fall in love with you first then the product becomes part of the story.
Let's talk about CTAs
CTAs stands for Calls to action. A lot of small business owners either don't use CTAs or they're dropping too many all at once in the same piece of content. An even better approach to delivering a CTA is something that feels natural and not salesy. For example:
I've been loving this book about XYZ it really taught me how to be more present in my body, and how to rest without guilt. I’m conquering my fear of letting go one small step at a time. I highly recommend this book and by the way, don't forget to grab your bookmarks from my new enchanted series collection, linked in my bio.
Something like that feels more genuine, casual, and less salesy and allows you to have more fun and share parts of your life without being too evasive.
TLDR: People buy from brands they connect with on a deep level. Adding a little more personality and style to your content lets your products naturally speak for themselves.
What most brands Have in Common
I don't believe anyone has a bad business.
Sometimes it's just hard to realize the problem when everything on the surface looks fine. The products look good, your website is finally live, you're cranking out one social media post after another. But for some reason people aren't buyer or engaging and usually it comes down to one of three things:
Your copy isn't emotionally grabbing the attention of your ideal customer
You’re posting content and sharing the product but not the person behind the brand (This doesn’t only mean showing your face, it means sharing your quirky personality.)
There is no clear next transformation guiding the customer towards a purchase (Even your website requires clear transformation and CTAs in your descriptions)
Why all this matters
I made this video because I see the same pattern in most businesses including my own at various points of my journey. And I know how discouraging it can be to work hard on something and not see it reflected in your sales, visibility, or engagement.
Most of the time, the issue isn't starting over, adding something new, or worse giving up. Sometimes all it takes is a simple target audience adjustment, a shift in how you're describing your products, or how you're showing up and guiding people through your sales process.
That's exactly what I help with in my Brand Reviews.
I go through your social media, your website, your messaging, your social presence, website copy, and your overall strategy. Then I let you know specific changes you can make to improve your sales, visibility and engagement. And the best part is it's genuine, advice and feedback designed to help you understand and grow your brand over time.
Right now, the first 3 people to book get $50 off before the price goes up.
If you want to see the full breakdown of both businesses in real time, the video is linked below. Sometimes it's easier to see it than to read it. So I understand.
