You cannot market your way out of a product-market mismatch

You’re spending more on marketing to fix declining sales. Before increasing the budget, look at what happens after the click.

Measure where customers abandon the purchase. Check whether the price exceeds the perceived value. Test whether demand exists beyond your existing audience.

Marketing is a multiplier. It takes something that already works for a few people and makes it work for many. It cannot take something that works for nobody and make it work for someone.

So when a brand asks us for reach, we ask a rude question first: who already loves this, and why? If there’s no clear answer, the honest advice is to spend on the product, not the marketing. We give that advice even though it means less work for us.