Okay. Deep breath. This post isn’t meant to be harsh. I say this with love, respect, and probably a coffee in hand while Rowdy side-eyes me for the fifth snack of the morning.

But here’s the truth:
If your brand, offer, or campaign only makes sense to you… that’s a YOU problem.

And I get it. You’ve poured time, energy, and maybe a little bit of your soul into it. But marketing isn’t about saying what you love. It’s about showing up in a way your audience loves, understands, and takes action on.

You Can’t Sell What You Want to Sell

Well, you can.
But if your audience doesn’t want it, need it, or recognize themselves in it, you’re not going to move the needle.

We see this all the time. A business spends six months perfecting an offer that feels clever or groundbreaking, only to launch it and hear… crickets. Not because it isn’t good, but because it wasn’t built with the audience’s language, timing, or actual pain point in mind.

“But It Sounds So Good in My Head”

Of course it does. You’re the expert. You’re deep in your zone of genius.
But your customer? They’re in overwhelm. They’re searching for relief, not brilliance.

This is where I always circle clients back to something Jonesy calls stacked niching.
If your brand doesn’t resonate, it’s likely because you’ve only niched once or twice and stopped there.

Let’s break that open.

The 4 Layers of Stacked Niching

1. Industry
What sector are you serving? Be specific. Real estate? SaaS? Dental practices? Don’t say “small business” and call it a day.

2. Demographics
Who are they on paper? Age, location, company size, life stage, etc.

3. Psychographics
What do they believe? What keeps them up at night? What do they secretly want but haven’t said out loud yet?

4. Trigger Moment
What just happened that made them start Googling, scrolling, or reaching out?

Only when you hit all four do you get real resonance.
It’s not about being clever. It’s about being clear and timely. It’s about showing up and saying,

“We see you. We solve this. Let’s go.”

Bottom Line: They’re Not Confused. They’re Not Convinced.

Your brand needs to live at the intersection of what you want to say and what your audience needs to hear.

Otherwise, you’re building a beautiful message that gets ignored. And no one builds a business just to be ignored.

You’re brilliant. You care. You’ve got something that helps people.
Let’s make sure it actually lands.

Amanda
Brand Psychology Specialist, MANY