Why your tactics aren’t working

I talk and engage with founders of expertise-based businesses every week. You know, businesses in the space of design, development, consulting, and so on.

And I noticed a big part of them are in a very similar situation:

They feel stuck.

They are doing everything “right”.
They’ve tested different tactics.
They’ve followed what others are doing.

But somehow… nothing clicks. Sound familiar?

It’s because tactics aren’t the real problem.

The real problem starts with their offer. And the biggest issue?

Most offers are built in a rush.

A service is put together.
A description is written.
It sounds decent enough, so it’s launched.

But it’s not that simple.

If your offer doesn’t instantly call out the right ICP and make them think: “Yes, that’s me. I need this” – it won’t work.

Most offers are too vague and broad to trigger real interest.

I recently worked with a client who had this exact issue.

At first, their offer was generic. It kind of described what they did, but it wasn’t clear who it was really for.

When we went deeper and made it highly specific: clarifying exactly who it was for, the problem it solved, and why their solution was the perfect fit – it became 2X more compelling.

They even signed a new client with that improved offer in about 2 weeks.

That’s the power of a High-Demand Offer™.

So before you even think about tactics, ask yourself:

1. Does my offer call out the right people immediately?
2. Is it so specific that the right person can’t ignore it?
3. Is the problem it solves urgent and important?

Because if your offer isn’t good, no tactic will ever fix it.

Once your offer is solid, then (and only then) you should focus on tactics.

But here I noticed another mistake:

Most people pick tactics randomly. They don’t consider their offer, pricing, or audience.

And the process of picking “the right tactics” depends a lot on what you sell and who you’re selling to.

Here’s an example to make it clear:

1. If you have a €1,000 offer targeting early-stage founders who are active on LinkedIn, something like LinkedIn DMs might work. They’re there, they’re engaged, and they’re willing to have conversations.

2. But if you’re selling a €50,000 offer to CEOs of mid-large companies, DMs probably won’t cut it. They’re not active on social media like that and it will be more difficult to get the expected results.

And this is where most businesses get it wrong.

They see a tactic working for someone else and assume it’ll work for them.

But tactics aren’t one-size-fits-all. It’s a must to be aligned with:

1. Your offer (What are people looking to “buy”?)
2. Your funnel (How are people actually buying?)

If these don’t match, you’ll waste time on tactics that will never work.

To avoid this, follow these 2 simple but crucial rules:

1. Before you worry about tactics, fix your offer.

Make sure it calls out the right people, solves an urgent problem, and makes it obvious why it’s the best solution.

2. Once your offer is strong, pick the tactics that actually fit.

Stop copying others. Choose tactics based on your audience, offer, and funnel.

If you feel like you’ve been spinning in circles, these two steps will change everything.