Mistake #6: Ignoring the Power of Marketing Early On

Most founders fall in love with the product first — the formula, the packaging, the scent, the texture, the quality. That passion is essential. But one of the biggest mistakes I’ve seen (and made) is focusing so much on making the product great that you forget to plan how you’ll actually get it into people’s hands.

Marketing often becomes an afterthought — something to “figure out after launch.” The problem is, by then, you’ve already lost time, momentum, and visibility.

You Can’t Sell What People Don’t Know About

You can have the best product in the world, but if no one knows it exists, it’s invisible. I’ve seen incredible formulas sit in warehouses while average products with smart branding fly off shelves. The difference wasn’t quality — it was marketing clarity.

Marketing isn’t just about ads or social media posts. It’s about storytelling, positioning, and connection. It’s how you make people care enough to stop scrolling and say, “That’s for me.”

When you ignore marketing early on, you end up reacting instead of building. You start chasing trends, throwing money at ads, and hoping something sticks — instead of growing intentionally with a message that matches your brand.

The Cost of Waiting

I learned this lesson during one of my first product launches. We had an amazing natural wellness line, great reviews from early testers, and strong retail packaging. But we waited until after production to think about how we’d tell the story. We scrambled to build a website, shoot product photos, and write copy at the last minute.

By the time we started running ads, we had missed the seasonal window we were aiming for. Sales trickled in, but we were playing catch-up. Looking back, I realized the product didn’t fail — the marketing lag did.

What You Should Do Instead

1. Start Building Your Audience Before You LaunchShare behind-the-scenes progress, show prototypes, and collect emails early. The more people feel part of your journey, the easier launch day becomes.

2. Craft Your Story EarlyDefine your “why” before your first label is printed. Know what problem you solve and how you make people feel.

3. Invest in Content, Not Just AdsAds get clicks. Content builds connection. Photos, videos, and authentic founder stories create long-term value.

4. Align Product and Marketing TogetherDon’t finish the product and then start the marketing. Develop them side by side — every formula, color, and word should reinforce your brand story.

5. Track and Test from Day OneEven a small ad budget can teach you what messaging resonates. Use data early to shape your decisions, not to fix mistakes later.

The Takeaway

Marketing isn’t something you add once your product is ready — it’s something you build alongside your product. Every successful launch starts long before the product is available.

In today’s market, people don’t just buy products — they buy stories, missions, and emotions. Start telling yours early.

💡 Founder’s Reflection (Mayer):In the early days, I treated marketing like dessert — something to enjoy after the “real work” of manufacturing was done. I eventually learned it’s the main course. Today, I build marketing into the foundation of every product from day one. It’s not just part of the launch — it is the launch.