Why Your Marketing Sucks (And How to Fix It)

Chris Campbell

12 min read

Most businesses don’t fail because they have bad products. They fail because they suck at marketing and sales. The truth is, it doesn’t matter how amazing your product is if no one knows about it or, worse, no one cares.I get it. I’ve been there. I struggled for years, wasted money on failed campaigns, and made expensive mistakes. But once I cracked the core principles of marketing, everything changed. Now, after over a decade in the game, running a successful social media marketing agency and scaling multiple eight-figure businesses, I can confidently say: If your marketing isn’t working, it’s because you’re doing it wrong. Let’s fix that.

Here’s how we did it. You can watch the video I made about it here: https://www.youtube.com/watch?v=8wY17VP-oFM

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The Biggest Marketing Mistake: Making It All About You

Most businesses approach marketing like this:

"Look at me!"
"Look at my awesome product!"
"If you want to be cool like me, buy my stuff!"

And guess what? No one cares.

People don’t buy products. They buy outcomes. Your customer has their own version of heaven (desired outcome) and their own personal hell (pain points, frustrations, anxieties). Your job? Guide them from hell to heaven.

Your marketing shouldn’t be about you. It should be about them.

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The Market Pyramid: Unlocking the 97% of Untapped Customers

Most businesses focus all their marketing efforts on the top 3% of the market—people who are already shopping for the product. They’re brand-aware and ready to buy. But here’s the problem:

It’s super competitive.
It’s saturated.
Everyone else is fighting for the same leads.

What about the other 97%?

Here’s how the market breaks down:

3% – Actively shopping for your product right now.
6-7% – Open to buying but not urgently looking.
30% – Not even thinking about it yet.
30% – Think they’re not interested (but could become lifetime customers with the right marketing).
30% – Confidently not interested (ignore these people).

Most businesses ignore the untapped 67% sitting in the middle of the pyramid. That’s where the real money is.

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Step 1: Know Your Ideal Customer Profile (Avatar)

Before you can market effectively, you need to understand who you’re marketing to. Your ideal customer isn’t just a demographic—they have specific desires, pain points, and behaviors.

Ask yourself these key questions:

What do they have before buying? What’s their current reality?
What do they have after buying? What changes?
How do they feel before? Frustrated, stuck, overwhelmed?
How do they feel after? Confident, successful, relieved?
What’s their daily life like before?
What’s their daily life like after?
What’s their status before vs. after? (e.g., struggling entrepreneur → thriving business owner)

Your job is to create a transformation and clearly communicate it in your marketing.

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Step 2: Crafting Your Stadium Pitch

Imagine standing in a stadium filled with your ideal customers. You have one shot to grab their attention. What do you say?

Most business owners mess this up. They start by talking to the 3% ready to buy, ignoring the other 97%.

Here’s an example:

Bad Pitch: "Tires for sale! 50% off this weekend!"
Good Pitch: "What you need to know to keep your family safe on the roads this winter."

See the difference? The second one grabs attention even for people who aren’t actively shopping for tires yet.

Your stadium pitch should:

Speak to the entire market pyramid (not just the 3%).
Lead with an educational hook that gets attention.
Position your product as the logical next step.

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Step 3: The Big Marketing Idea (Your Hook)

Your hook is the first 10-20 seconds of your message. It’s what stops the scroll, makes people pay attention, and drives curiosity.

A great hook should:

Promise transformation (the before-and-after effect).
Be intellectually interesting (spark curiosity).
Be emotionally compelling (hit their pain points or desires).

Example: Instead of saying, "Our online course helps you make money online," say:

"How I made $30K/month with just five phone calls a day (without starting a business)."

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Step 4: The Story Lead (Building Credibility)

Once you’ve hooked them, the next part of your stadium pitch is your story. Why should they listen to you?

This could be:

A personal story (how you struggled and overcame the same problem).
A client story (proof that your method works).
A social proof story (testimonials, case studies).

Stories build trust and credibility. People buy from those they relate to.

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Step 5: The Desire-Demand Bridge

Now that they’re listening, you need to break their limiting beliefs.

People hesitate because they:

Don’t think it will work for them.
Fear wasting money or getting scammed.
Have doubts about the process.

Your job is to knock down those objections using education and social proof.

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Step 6: The Offer (How to Make It Irresistible)

By now, they’re engaged. Now, it’s time for the offer.

Remember S.I.N.:

Superior – Why is your offer better than competitors?
Irresistible – Why can’t they say no?
No-Brainer – How do you eliminate risk? (Guarantees, bonuses, limited-time offers)

The best offers feel like an obvious yes. If they hesitate, your offer isn’t strong enough.

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The Blue Ocean vs. Red Ocean Strategy

Red Ocean: Competing for the same 3% of buyers. It’s a bloodbath of competition.
Blue Ocean: Marketing to the 97% untapped market with educational-based marketing and a stadium pitch.

If you only market to the top 3%, you’ll struggle.If you market to the entire pyramid, you’ll dominate.

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Final Thoughts: Scale Your Business with Smart Marketing

If your marketing sucks, it’s because you’re only talking to ready-to-buy customers and ignoring the bigger, more profitable market.

Fix this by:

Crafting a stadium pitch that speaks to the entire pyramid.
Using an irresistible hook that makes people stop and listen.
Leveraging storytelling and social proof to build trust.
Educating your audience to break their objections.
Making an offer so good, they can’t refuse.

Master this, and you’ll never struggle with marketing again.