319. The Hidden Gaps in Your Marketing Strategy (And How to Fix Them)

Raise your hand if you think the number one thing you need to focus on right now in your business is getting more traffic. You’re posting on social, working on SEO, maybe even running ads… you’re basically doing every single thing you can think of to get more traffic to your website because logically, more traffic = more sales, right?

In most cases, yeah—you’re right. You probably do need more traffic. And when I’m working with clients 1:1 or with Lounge members, at the end of the day, the math usually says they need more traffic.

And I love me some math. I love that growing your eCommerce business often boils down to one big math problem. But that doesn’t come without a little nuance.

One of my favorite things about retail—whether in-store or online—is that it’s a perfect blend of art and science. And that’s probably why I got hooked almost 30 years ago. Whatever it is about my brain or personality, I need that mix to stay interested and engaged.

All that to say—while I absolutely love data and am hellbent on teaching my clients and students to use it to grow their business—we can’t ignore the less tangible aspects of running a business.

That’s what I want to talk about today. Because ignoring these concepts could be costing you serious money.

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The Secret Psychology of Why People Buy (And How to Use It to Increase Sales)

The first thing you need to master is the psychology of why people buy. I know, I know—this isn’t the first time you’ve heard this, and it’s certainly not the first time I’ve talked about it. But I also know that as we get deeper into the doing of running a business—tweaking our websites, sending emails, figuring out ads—it’s way too easy to lose sight of this fundamental truth.

At the end of the day, people don’t buy products.

• They buy solutions to their problem, and to avoid pain
• They buy status and the feeling of exclusivity.
• They buy belonging—a connection to a group or identity.
• They buy joy, self-improvement, security, nostalgia.

And if your marketing isn’t tapping into one or more of these, you’re making people work too hard to justify buying from you.

Think about luxury brands. Nobody buys a Rolex because they need to tell time. They buy it because it signals success—it’s a statement, a flex, a status symbol. It tells the world, I’ve made it.

Nike doesn’t just sell sneakers. Their entire brand is built on the idea that if you wear Nike, you’re an athlete. You’re driven. You push past your limits. They don’t market their shoes—they market the mindset of a champion.

And that’s what separates brands that grow effortlessly from those that struggle to convert. Because the businesses that thrive aren’t just selling products. They’re selling a transformation.

This is where a lot of small eCommerce businesses fall flat.

They focus too much on the features—the materials, the sizing, the specs—and not enough on the feelings their products create.

So, if you want to make a better impression on your customers, to increase conversion, and to keep your customers coming back you need to start asking:

• What does my product help people become?
• What emotions does it trigger?
• What story is my brand telling customers about who they are when they buy from me?

Because that’s the secret to making your brand irresistible.

Let’s look at a few practical ways to make this happen.

1. Build Desire Before They Even See Your Product Page

If people are landing on your website cold and seeing a bunch of products with standard descriptions… that’s not gonna cut it.

Big brands build hype first.

Think about Apple. Every time they drop a new iPhone, they don’t just release it quietly. They build months of anticipation. They create sleek teaser ads. They hint at just enough new features to make you think, Ohhh, I need that.

Small brands can do this too.

Before you even launch a product, start telling stories about it on social media and email. Show behind-the-scenes footage, tease the inspiration behind it, or share customer reactions before it’s available.

Create demand before they ever hit your website.

2. Use Emotional Copywriting (Instead of Just Listing Features)

Most product pages look like this:

• “Made with high-quality organic cotton.”
• “Durable and long-lasting.”
• “Available in three colors.”

Cool. But so what?

A better approach? Make customers feel something.

• Instead of saying “Made with high-quality organic cotton” say “So soft, you’ll never want to take it off.”
• Instead of “Durable and long-lasting” say “Built to outlast all your adventures.”
• Instead of “Available in three colors” say “Pick your power color—are you classic, bold, or a little rebellious?”

See the difference? The first version is functional. The second makes you imagine the experience of owning it.

3. Leverage Identity-Based Marketing

One of the most powerful triggers in consumer psychology is identity.

People don’t just buy things because they like them. They buy things that reinforce who they believe they are.

That’s why people who love the outdoors are drawn to Patagonia—because Patagonia stands for environmental activism and sustainability.

That’s why Jeep owners don’t just buy a car. They buy into a lifestyle of adventure and freedom. Owning a Jeep isn’t just about having a vehicle—it’s about being part of the Jeep community, the kind of person who takes the top off and heads off-road at a moment’s notice. That’s why they have a Jeep Wave, an actual unspoken rule where Jeep owners acknowledge each other on the road. It’s not just a car—it’s an identity. And my teenage boyfriend was a jeep driver, the wave is real. 

So, what’s the identity your brand is reinforcing?

Are you helping customers feel more powerful? More stylish? More responsible? More adventurous?

Figure that out, and suddenly… your product isn’t just a product. It’s an extension of who they are.

You’re Selling a Product, Not a Brand

Another mistake a lot of small businesses make, it selling a product, not a brand. 

When was the last time you bought just a pair of sneakers?

I don’t mean, “Oh, I needed some new shoes, so I picked out a pair.” I mean, when was the last time you bought sneakers because of what made that specific brand different?

Nike, Adidas, and Converse all sell shoes that functionally do the same thing. They protect your feet, support your arch, and help you move faster.

So why do some brands dominate the market while others struggle to gain traction?

Because they aren’t just selling products—they’re selling distinction.

Nike sells a competitive mindset. Adidas blends performance with culture, fusing athletic innovation with street-style influence. Converse sells self-expression and timeless cool. Each of these brands has a clear, ownable point of view that sets them apart.

Now, compare that to your business.

Are you giving people a reason to choose you over everyone else?

And before you panic and think, “I don’t have a massive brand story like Nike or Adidas,” let me remind you—sometimes, being small is the thing that sets you apart.

Customers don’t always want the biggest company. Sometimes, they want:

• A real person answering their questions instead of an AI chatbot.
• A business that actually listens to their feedback and makes changes.
• A founder who’s been in their shoes and understands their needs better than a faceless corporation ever could.

Maybe you’re a makeup brand for people with sensitive skin, and your customers trust you because you’ve personally struggled with skin issues. Maybe you’re a coffee company that only sources from small farms, and your customers love that they’re supporting sustainable growers. Or maybe you’ve been on a journey that you can now teach to your audience through really kick-ass educational content that keeps them engaged and loyal to your brand.

Your differentiator doesn’t have to be flashy. It just has to be clear.

Because if your messaging, branding, and marketing don’t clearly communicate what makes you different, better, or worth remembering—then you’re competing on price. And competing on price is a race to the bottom.

You’re Reactive Instead of Proactive

By now, you’ve given people a reason to choose you. You’ve set yourself apart from the competition, and they’re actually excited to buy from you. But here’s where a lot of businesses drop the ball—they assume that once a customer is interested, the hard part is over.

They wait for people to buy instead of guiding them toward the sale.

Big brands don’t sit back and hope customers will buy. They don’t wait until sales dip to start marketing. They don’t react to problems—they anticipate them and stay ahead of them. That’s why the biggest brands that have likely already captured as big a market share as they can get still run ads during events like the Superbowl or ads at all for that matter. It’s to stay top of mind and be proactive.

But a lot of small business owners are running their marketing like a game of Whack-a-Mole.

• They see a drop in sales, so they send out a discount code.
• They notice customers aren’t coming back, so they send a “Hey, we miss you” email.
• They realize abandoned carts are a problem, so they finally set up an abandoned cart email.

And listen, there is absolutely a time and place for reactive marketing. You should be paying attention to data, spotting trends, and fixing gaps when they show up. But the businesses that win aren’t just reacting.

They’re predicting. They’re guiding customers before they even realize they need something.

Amazon knows when you’re going to run out of toilet paper before you do. Starbucks knows exactly when to nudge you with a free drink reward before you start thinking about trying a new coffee shop.

These brands aren’t playing defense. They’re playing offense.

And you can, too.

One of the easiest ways to start is by using predictive marketing tools that help you anticipate customer behavior. If you’re using Klaviyo and have enough data, you can predict when a customer is likely to reorder. Instead of waiting for them to go cold, you can send the right message before they disappear.

Don’t have the predicted date of next sale data yet? That’s okay! Look at your average repurchase cycle and set up an automation that sends before they churn.

You can also create segmented follow-ups based on how people shop instead of treating every customer the same. Someone who buys every month shouldn’t get the same emails as someone who hasn’t shopped in six months. Your best customers should get VIP treatment before they even think about shopping somewhere else.

But proactive marketing isn’t just about keeping your current customers on their standard repeat buying cycle. It’s also about making sure new customers are coming in consistently and giving your existing customers a new reason to shop—which leads us to demand generation.

Demand Generation: Proactively Creating Reasons to Buy

Demand generation comes in multiple forms. Sure it could look like running ads to get your brand in front of new customers or partnering with a complementary brand to leverage their audience. 

But it also looks like creating marketing campaigns that encourage consumers to shop when they weren’t otherwise thinking about it. 

Things like new product pre-launches (you know I love those), to seasonal marketing campaigns, limited editions, etc. 

We’ve talked a ton about this on other episodes of the podcast, I’ll stick links to those in the show notes for you. But remember that in the words of one of my clients, sometimes you gotta add a little sparkle to get them to buy. 

Last but certainly not least, one of the gaps in your marketing strategy is that you are forgettable. 

You’re Forgettable – And Customers Aren’t Coming Back

Let’s talk about why some brands stick in your head while others fade away.

If I say, “Red soles” what brand comes to mind? Louboutin, right?

If I say, “Reusable water bottle with a cult following?” You’re probably thinking Stanley Cups or Hydro Flask.

That’s brand stickiness. It’s what makes a brand so recognizable, so distinct, that customers automatically think of them when they need something. They don’t have to be reminded. They don’t have to search around or compare options.

And that’s exactly what you want for your brand.

But a lot of small eCommerce businesses miss this completely.

They think branding is just a logo or a color scheme. But branding is how you make people feel—it’s the reason someone remembers you.

It’s why you’ll spend more for an Apple laptop when a cheaper PC could do the same job. It’s why people will wait months for a new Birkin bag instead of buying a similar one instantly from another brand.

Branding isn’t just about what you sell. It’s about how people experience you.

So, if your marketing feels forgettable—if customers are buying from you once and then disappearing—it’s time to ask:

• What am I doing to stay in their minds?
• How am I making my brand an experience instead of just another online store?

Because if customers forget about you, they’re not coming back.

How Big Brands Create Brand Stickiness (And How You Can, Too)

Big brands don’t just sell products. They create rituals, habits, and exclusivity that keep people engaged.

Sephora’s VIB sale is a great example.

Twice a year, Sephora customers get access to huge discounts—but only if they’re part of the loyalty program. That one event keeps customers engaged all year long, just so they can hit that VIP tier. It’s not just a sale—it’s a goal.

1. Make Your Brand a Habit

Think about how Starbucks turned its app into a daily habit. The more you use it, the more rewards you earn, and the more likely you are to choose Starbucks over another coffee shop.

How can you create something similar?

• If you sell skincare, can you create a morning routine challenge to encourage daily use?
• If you sell fitness gear, can you build a 30-day workout challenge that makes your brand part of their daily life?
• If you sell candles, can you position them as a “Sunday reset” ritual to start the week fresh?

The goal is to make your brand part of your customer’s routine, so they keep coming back without you having to remind them.

2. Create a Signature Experience

Think about Glossier. Their products aren’t wildly different from other beauty brands, but they made their pink bubble wrap pouch part of the unboxing experience. Now, when people see that pink pouch, they immediately associate it with Glossier.

Small brands can do this, too.

• Can you create a signature packaging experience that customers recognize instantly?
• Can you surprise and delight them with a personalized element like a handwritten note, a recipe card, or a styling tip?
• Can you give them a free gift like a product sample, or a gift with purchase like a pink pouch?

It doesn’t have to be complicated—it just has to be consistent.

3. Reward Loyalty in a Meaningful Way

One of the biggest mistakes small businesses make is only focusing on first-time buyers and ignoring repeat customers.

Big brands reward loyalty. And it doesn’t always have to be through points or discounts.

• Can you send a thank-you email with a personal message after their second or third purchase?
• Can you create a VIP list for repeat customers who get early access to new products?
• Can you surprise your best customers with a freebie or an exclusive gift just for being part of your community?

Customers want to feel seen and appreciated. When they do, they’ll stick around.

4. Inject More of YOU Into Your Brand

As a small business, getting personal with your customers is a super power. If you inject more of your own personality into your brand, your customers will start to relate to you beyond just the products you sell. If people see a reference to dressing in all black, black cats, or the show FRIENDS, my clients and audience think of me. 

What are the parts of your personality that you can connect with your audience on?

Make Your Brand Unforgettable

Branding isn’t just about looking good. It’s about making sure that when someone needs what you sell, your brand is the first one they think of.

So ask yourself: What is going to make my customers remember me?

Because the brands that win aren’t just selling products. They’re sticking in people’s minds—long after the first purchase.

Where Do You Go From Here?

So, what are your next steps?

Ask yourself these questions:

• What am I selling beyond just a product? Do customers feel emotionally connected to my brand?
• Am I doing anything to make my brand more “sticky”? Do customers remember me, or do I fade into the background?
• Am I reacting to problems, or am I predicting what customers need before they realize they need it?

The better experience you create and the more proactive you become, the more successful you will be!

247. Perception is Reality – How Your Product Positioning Drives Consumer Behavior

273. What to Do When Sales are Down in Your Product-Based Business

276. Do You Need More Sparkle in Your Business to Make More Sales?

283. Why People Aren’t Buying: Is it Your Product or Your Marketing?