1274: What happens when it's NOT YOU, but it's them!? (Here's why your marketing might not be working...)

Do you ever feel like you're pouring money and effort into marketing, only to hear crickets? Do you immediately blame your offer, your copy, or your strategy? In this Solo Sunday episode, Brian shares a crucial perspective shift that could change everything: sometimes, it's not you... it's them. Using a hilarious but powerful example of a completely mistargeted Instagram ad and the famous case study of Febreze's initial flop, Brian breaks down why your marketing might be failing for one simple reason: you're talking to the wrong people. This episode is your official permission slip to stop blaming yourself and start asking the right questions to find the audience that’s desperately waiting for what you have to offer.

✨ Why This Matters for You 

This isn't just a theory; it's a strategic lever that can unlock massive growth:

• It frees you from the cycle of self-blame and endless tweaking of your offer.
• It helps you diagnose your marketing problems with objective clarity.
• It can save you thousands of dollars in ad spend by forcing you to focus on audience fit first.
• It shifts your perspective from "my product is broken" to "I need to find the right people."
• It’s the key to finding product-market fit and turning a struggling business into a thriving one.

📝 Key Takeaways

• Perfect Offer, Wrong People = Failure. It doesn't matter how incredible your product, copy, or call to action is if it’s being seen by people who have zero need for it.
• Question Your Targeting First. Before you rewrite your sales page for the tenth time, analyze who you're actually getting in front of. Your targeting might be the real issue, not your creative.
• The "Nose-Blind" Customer Problem. Like the original Febreze case study, your ideal customer might not even realize they have the problem you solve. You may need to find an audience that actively desires the result you provide.
• Inward vs. Outward Analysis. Entrepreneurs tend to look inward and blame themselves. Brian encourages you to look outward and analyze the audience first.
• Ownership Includes Audience. Taking responsibility doesn’t just mean fixing your offer; it means taking ownership of finding and getting in front of the right people.

🚀 Put It Into Action 

This week, instead of changing your creative, audit your audience:

• Pick one marketing channel or sales process that feels stuck.
• Ask yourself with brutal honesty: "Am I 100% sure this is getting in front of the right person?"
• Think about the Instagram ad Brian described. Are you making a similar mistake by targeting too broadly?
• Challenge your assumptions. Is the audience you think you should serve the same as the audience who wants to be served by you?

🔗 Stay Connected

• Subscribe to the show so you never miss an episode — we have an incredible lineup of guests this week you won’t want to miss!
• Connect with Brian on Instagram @imetbrian
• Share this episode with a fellow entrepreneur who's feeling stuck with their marketing. It might be the breakthrough they need.