There’s a lie circulating in the product-based business world.
“If I build something beautiful, customers will find me.”
But here’s the truth: good products do not guarantee sales.
The Field of Dreams Myth
Many product business owners fall into what I call the Field of Dreams Lie: If you build it, they will come.
You create:
- A candle that smells incredible
- Packaging that looks high-end
- A website that feels polished
And then you wait.
And when sales don’t come consistently, you start questioning:
- Is my product good enough?
- Is my pricing wrong?
- Am I cut out for this?
But the problem usually isn’t your product.
The problem is silence.
The Market Lesson That Changed Everything
Years ago at a market, I met a woman selling stunning handmade wreaths. They were crafted from driftwood she collected herself on beach walks. They were beautiful, unique, story-worthy.
And she sold almost none.
Why?
Because she stayed hidden behind a column all day.
Her product wasn’t the issue.
Her visibility was.
Your product cannot sell itself if you are hiding behind it.
My First Wholesale Failure
When I first launched my candle business, I thought boutiques would just find me.
They didn’t.
I landed a dream retailer early on — but I made the mistake of creating a custom product line to match their aesthetic, even though it didn’t align with my brand.
They ordered once.
They never reordered.
That moment forced me to realize: alignment and consistency matter more than one impressive pitch.
The Data Doesn’t Lie
- U.S. wholesalers generated nearly $11.5 trillion in sales in 2022.
- Average customer acquisition costs exceed $226 per customer.
If customers simply “came,” companies wouldn’t invest heavily in marketing and acquisition.
Marketing isn’t vanity.
It’s viability.
The Reframe: Sales Is Stewardship
This is the mindset shift that changes everything.
Sales is not an event.
Sales is stewardship.
If your business is a vessel, then marketing is how you steward the message.
Silence isn’t humility.
It’s neglect.
Consistency isn’t hustle.
It’s service.
The Simple Visibility Rhythm That Works
Here’s the three-part framework I use:
1. Weekly Visibility
- One email
- One sales-focused post
- One relational touchpoint
2. Monthly Expansion
- Pitch new retailers
- Collaborate
- Run one focused campaign
3. Quarterly Refinement
- Review messaging
- Adjust pricing
- Evaluate what’s converting
That’s it.
Not flashy.
Not viral.
But powerful.
Final Thought
If you have built something beautiful, it deserves to be seen.
Step out from behind the column.
Tell the story.
Repeat the message.
Follow up again.
Because if you build it…
You still have to sell it.
