Products Aren’t Selling? Create A Marketing Plan

Before we chat about why and how to create a marketing plan, join me on a flashback..*queue wavy lines and flashback music*Does any of this sound familiar?

  • You’ve dreamed of your business and have begun taking the steps of creating and curating products to bring that dream to life, but learning to create a marketing plan to sell more products has never been at the forefront.

  • You’ve researched online store platforms for weeks and finally set up your corner of the internet. You’ve purchased your business domain name and began opening social media accounts on every platform you think you can handle.

  • You’ve hired a branding expert to create the perfect logo, brand colors, and fonts. Or maybe you’re bootstrapping it and spent hours, days, or weeks learning Photoshop in order to DIY. You’ve poured weeks into building your perfect online store.

  • You’ve taken Instagram-worthy photos of your products, and you start posting content and maybe even start seeing a few likes and follows come in on your social media.

  • You’ve told all of your family and friends that you’re “finally doing it” and will be launching your business.

Then, the big day comes…you’re open for business! You’re overwhelmed with a mix of excitement, nervousness, and optimism.As you’re furiously posting on social media that you’re officially open for business, you wait with baited breath to see your first “You’ve Got A Sale!” notification in your inbox.But, it doesn’t come. Or, maybe a few sales trickle in here and there from family and friends, but it’s not what you were expecting.As you look at your mounting credit card debt you used to launch your business, you’re wondering what in the world happened?

In the midst of the excitement of planning and launching, you forgot to create a marketing plan.

Your marketing plan is the means that people will learn about what you have to offer. It doesn’t have to be a 60-page full-color PowerPoint presentation, with 10-year projections and a whole bunch of other gibberish that you won’t understand.But, it should provide you a very clear picture of your target audience, where to find them, and how you will let them know about what you have to sell.The focus nowadays seems to focus on what you’re passionate about and turning that into a business. That’s a great way to start, but you can’t be so engulfed in your own passions and interests that you forget about the lifeblood of your business – your customer.Create it and they will come doesn’t fly anymore. We’ve got to do the work to get the word out – consistently.

Blogger to Business Mindset Shift

One of the key mistakes I made when I started selling products on Style Sew Me, was that I was still thinking like a blogger.If you started creating pieces as a hobby, or maybe even had a blog, the transition to becoming a business owner can be very jarring.If you’ve never blogged, I still want you to read this because some of this may land true for you.Bloggers and store owners have very different objectives and the means to which they market their offerings are very different.


  • Sell time, influence, and services

  • Must create new content at least twice weekly in order to stay on the forefront

  • Lean mostly on new content and campaigns

  • Consume other company’s content

  • Seek influence and popularity

Store Owners

  • Sell a physical product

  • Can re-purpose core pieces of content that connects to their audience

  • Focuses their attention on customer acquisition and retention

  • Create new products and improve on current offerings

  • Seek sales

When you begin to create a marketing plan for your online store, I want you thinking like a store owner.

I remember stressing myself completely the eff out about not putting out a blog post about my sewing patterns every week. I watched as my peers in the sewing community cranked out new pieces of content 3-4 times per week!With all of the responsibilities on my plate, there was no way I could keep up that pace.And then it came to me:

Create More Than You Consume

If you’re a store owner and want to make more sales, you should be creating your own products and connecting with your followers and customers more than you are consuming other products. This is my mantra and I want it to be for you too. Let’s move on into marketing.

Social Media Marketing Plan

 “But Eryn, I’ve got likes and followers on social media. Isn’t that marketing?”Social media can have a huge impact on your business. There are plenty of businesses, including Style Sew Me, that has prospered through the use of free social media marketing. But, it is not the whole picture. And, it’s always ideal to diversify your marketing options.Social media algorithms change all of the time, and we have zero control over it. The reality is that less than 5% of your followers are actually seeing your posts.Ever more importantly, the attention span of someone scrolling through social media is often too short to convert a sale with just one post. So, while social media can definitely make a HUGE impact on your business, let’s not put all of our eggs in one basket.

How To Create A Marketing Plan

  1. Gain a deep understanding of my ideal customers and where they hang out, online and offline.

  2. Create content that connects with them and builds the bridge with how your products can serve them.

  3. Create an automated system to convert hot leads into paying customers.

  4. Create and cultivate your email list. This is the bread and butter of your business.

Your goal is to create content to nurture followers and leads, at a respectable pace, create systems to keep the ball rolling, and you will see sales in your business every single day.

This may be a lot to absorb when you’re just learning how to share your business with the world. And that’s totally normal!

When you begin to understand how to create a marketing plan that’s super specific to your business, you will understand – very clearly – what actions you should be taking in order to push your sales (and your business and income) to a higher level. No matter if you’re just getting started in your business, or you’ve already created or curated your products, a marketing plan will just be the icing on the cake.

4 replies on “Products Aren’t Selling? Create A Marketing Plan”

  • Thank you for this. I never thought of using my personal email list as a marketing tool. I’ve been totally neglecting this potential pool of customers. Such great advice! Also, that white dress in your pic…love it, love it, love iiiit!!

    • Thank you, Celena! when I say email list, I don’t mean your personal contacts, like on Gmail. I mean an email list that you built from your store website where potential customers opt in with their email address in exchange for a discount. I just want to be clear, I hope that helps!

  • The info is so very helpful. I thank you kindly. I have to reread 2 or 3 times to get the topic but loving it is good

    • Thank you, Doreen. It’s a HUGE topic, so that’s great that you are taking the time to understand it. I’ll definitely have more information on helping creators like us learn how to market our businesses.

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