There’s a specific flavor of frustration I see on founders’ faces when they sit down with me for the first time.
It’s a mix of exhaustion and confusion. They know their marketing strategy’s not working, but they can’t put their finger on exactly why.
Let me save you some time.
After working with both large corporations and early-stage startups, I’ve identified three clear signs that your marketing strategy has a weak link.
Let’s look at what they are before I show you how to fix them.
3 warning signs your marketing strategy’s not working
Take a moment to read through the three warning signs below. Recognize any of them?
Warning sign #1: The Blank Stare Response
You know this one. You’re sharing your startup idea — the one you’ve poured your heart and soul into — and you’re met with polite but empty nods. Blank faces. Glazed eyes.
People just aren’t getting it.
This isn’t because you’re “not comfortable sharing your elevator pitch” yet. It’s a clear signal that there’s a disconnect between how you’re explaining your solution and how your market understands the problem you solve.
Warning sign #2: The Funding Gap
This one stings — and directly impacts your ability to grow.
You want to — need to — reach investors.
And you’re trying. You’re networking your heart out, following up on every connection, and sharing your idea with anyone who’ll listen.
And yet, you watch other startups attract investment while you struggle to get second meetings.
Your solution might be groundbreaking, but if you can’t communicate its value clearly, investors won’t see its potential.
Warning sign #3: The Difficult Customer Cycle
Sometimes you’re attracting some customers. But unfortunately, they:
- Require excessive hand-holding
- Consistently question your pricing
- Don’t seem to value what you provide
Here’s the truth:
These aren’t just marketing problems. They’re symptoms of a deeper issue in how you’ve positioned your business.
Marketing strategy’s not working? Here’s the root cause
Most founders focus their marketing efforts in the wrong direction. They obsess over:
- Creating the perfect website
- Crafting clever social media posts
- Writing polished marketing materials
But none of these matter if you haven’t nailed the fundamentals first.
After seeing hundreds of startups struggle with these issues, I’ve developed a straightforward approach that transforms how they communicate their value.
It’s a three-step solution, and it’s important to do these steps in order.
Step 1: Define your Ideal Customer Profile
This goes way beyond basic demographics. We need to understand:
- The specific problem they’re experiencing
- How they describe this problem when talking to colleagues
- What triggers them to start looking for a solution
- How they evaluate potential solutions
- What tells you they’re ready to invest in fixing the problem
Most importantly?
We need to verify they have both the means and motivation to pay for your solution.
READ: Create an Eye-opening Ideal Customer Profile [Free Worksheet]
Step 2: Craft a compelling narrative
Once you know exactly who you want to reach (and the type of customer you want to avoid), it’s time to develop a simple, clear way to communicate:
- Who you help (with laser precision)
- The problem you solve (in your customer’s words)
- The value of the transformation you deliver (in concrete terms)
The key here is simplicity. If you can’t explain your value proposition in a few sentences, it’s not ready yet.
Write it out, test it, and watch people closely to see if your short narrative sparks a moment of recognition and excitement.
For help with this, click the next link and do the exercise in my article:
READ: The Transformative Effect of a Well-Built Brand Statement
This is something we can tackle in a single coaching session if you need help.
Step 3: Create your investor story
This is where many founders stumble: They use the same message for investors that they use for customers.
Instead, we need to translate your customer-facing message into investor-friendly terms:
- Market size and opportunity
- Scalability of your solution
- Clear path to revenue growth
- Competitive advantages
- Key metrics that matter in your industry
Your goal is to translate your narrative into the language investors speak so they see the value of what you offer immediately — and get excited to support your growth.
Going from “my marketing strategy’s not working” to seeing sparks fly
When founders implement this framework, their entire approach to marketing shifts:
- They stop second-guessing their messaging
- They become more selective about which customers they pursue
- They present their startup idea with quiet confidence — to prospective customers and investors alike
- They watch their close rates improve
- They have more productive conversations overall
If your marketing is not working, tackle this messaging problem first. Great marketing results flow from this foundational strategy.
Why work on this now
You only have one chance to make a first impression. And if your marketing strategy’s not working, don’t waste another moment.
Instead, maximize every interaction you have as a founder with clear messaging.
Think about all those:
- Customer conversations
- Investor pitches
- Team recruiting
- Partner discussions
The results you get from these conversations depend on how clearly you communicate your startup’s value.
The time you invest in getting this right pays dividends across every aspect of your business — now, and well into the future.
Ready to fix your marketing weak link?
I find that most founders can dramatically improve their marketing foundation in just one focused coaching session. You’ll walk away with:
- A clear understanding of your best-fit customer
- A simple framework for communicating your value
- Specific next steps to strengthen your marketing strategy
The most successful startups don’t try to perfect everything at once. They start by building a solid marketing foundation, then scale from there.