Wrong colour way for the right woman: how you’ve missed your ideal customer

A midlife wellness brand I looked at recently.

Founder-led, and the product works, but there’s something amiss, let alone the up and down sales.

Nowhere in the socials does a midlife woman appear: not in the photos, not in the copy, not in the tone. And if she can't see herself, she ain’t stopping to find out why.

If there’s one thing I want you to take away from this diagnoses is that EVERY post that *misses her* is a missed sale.

Show a woman herself and she immediately thinks ‘this is for me’; it's about the easiest win there is, and right now it's being left on the table.

Then the founder content. Founder-led works brilliantly, but only when the founder is positioned as the expert; and that credibility hasn't been built yet. So she's sharing genuinely useful, gold information, but it ISN’T CONVERTING, because the authority doesn’t exist. It's working; it's just nowhere near working as hard as it could. Don't pour more time into it before you've earned the trust that makes it land: ask yourself why a customer should believe you, and what makes you the one.

Then the look. It's all matcha-and-pink, which reads as Gen Z. But this customer is 38 to 65; she has disposable income, and she buys things that look like they're worth it. So the packaging is quietly costing sales with the exact women who can most afford to spend. Even the product names don't help: they don't sit together, and neither tells her what problem is being solved or what change she's buying. Confused customers don't buy.

None of this is a product problem (it works, and fast). It's everything wrapped around it; and that's the good news, because a rebrand here isn't a cost, it's revenue recovery. Every point above is leaking sales that already exist: you're not chasing new demand, you're plugging the holes in the demand you've already got.

Let’s be honest. When your ideal customer lands on your page, can she see herself, and does she trust what she sees? Be honest with yourself here.

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