I had a friend who started selling wall art and he strongly believed that if he built something great, people would just show up.

He launched, waited, and waited some more. Then, after a few months, I asked him how the business was going. He said he just gave up on it.

He really started it, and that’s a good thing. But after all that work, it was just…quiet. Too quiet.

But what he missed was telling people why they should choose him. In other words, weak positioning.

He could have chosen who his art is for (the audience), like students or people living in small rooms, found what makes it special (the problem and outcome), like simple-to-hang or colorful designs, and shared a clear promise everywhere (the promise).

For example, “Add some color to your small room with easy wall art,” so people know why to buy from him.

But the only thing he did was just post on social media.

This is one of the biggest mistakes new business owners make.

Yes, I’m talking about the “build it and they will come” mindset and how weak or unclear positioning can sink your business early.

If you can’t explain in one simple line why someone should pick you, it’s going to be hard for your business to work.

So, here’s what I learned (and wish I knew sooner):

➡️ Get crystal clear on your promise

Decide who you help, the problem you solve, and what result you bring. Note that down in one simple sentence.

➡️ Test before you scale

Don’t jump into lots of ads or post too much. Share your idea with a small group first. See if they like it. Change things if you need to.

➡️ Focus your content

Only share topics that back up your core promise. I know, it’s easy to go after what’s on the trending lists, but staying focused works better.

➡️ Show proof early

Ask for one real testimonial for each key promise you make. Even a short message from someone you helped can help a lot.

So if you’re just starting or feel stuck with no sales, remember it’s not about being everywhere. It’s about giving people one clear reason to pick you.

Stay curious,

Minosh.

PS: If you’re thinking about selling on Pinterest and want to put your promise in front of people who are actually searching for ideas, read this simple guide.

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