You Probably Don’t Need Another Product

Fun fact: Since launching Luna & Jade in 2019, just two products have generated more than half of my sales.

Not 20 products.

Not 50.

Not the numerous products I’ve designed, created over the years.

Two.

We’re often told that growth comes from constantly launching something new, expanding our product lines, and giving customers more choices.

But after six years in business, I’ve learned something different.

You don’t need more. You need good.

For years, every time sales slowed down, my instinct was to create something new. Another collection. Another launch. Another idea.

It felt productive and gave me something exciting to work on. But looking back, I wasn’t solving the real problem...getting more people to discover the products that were already proving themselves.

The Excitement of Creating

I get it, creating something new is exciting.

Whether it’s a new product, a new collection, a new logo, or even a complete website redesign (which I have done 3 times), creating gives us an instant feeling of progress. It scratches that creative itch that so many entrepreneurs have.

And let’s be honest…it’s fun!

Marketing the same product for the hundredth time? Not nearly as exciting.

So when sales start to slow down, our brains naturally jump to, “maybe I need something new.”

I’ve done it more times than I can count and instead of asking how I could get more eyes on the products that were already selling, I’d start brainstorming my next launch.

It felt productive, like I was moving my business forward. But looking back, I was often solving the wrong problem.

The Products Weren’t the Problem

When I looked at my sales over the years, one thing became incredibly clear.

The products weren’t the problem.

In fact, just two products accounted for more than half of my sales.

That wasn’t because they were the only good products in my shop, it was because those products had momentum.

They had reviews.
They had trust.
They had social proof.
Customers shared them.
I talked about them often.
People knew they existed.

The more people saw them, the more they sold. The more they sold, the more reviews they received. And the more reviews they received, the easier they became to sell.

That’s what momentum looks like.

Meanwhile, every time I introduced a brand-new product, I was starting that entire process over from scratch.

No reviews.
No customer photos.
No trust.
No momentum.

Every new product meant dividing my attention even further.

We Think We Need More…

As business owners, we often convince ourselves that customers have seen everything we offer.

The truth?

Most people haven’t.

Someone might have discovered your business yesterday. Someone else may have followed you for months but never noticed your best-selling product. And another customer may need to see that same product five or six times before they’re ready to buy.

We get tired of talking about our products long before our customers get tired of hearing about them.

That’s an important distinction.

Imagine Spending That Energy Differently

Imagine if instead of creating ten new products this year, you spent that same time making your five best products impossible to ignore.

Better product photos.
Better videos.
More customer reviews.
More educational content.
More email campaigns.
More consistency.

Instead of asking, “what should I create next?” ask yourself:

“Have I truly given my best products every opportunity to succeed?”

That’s a very different question.

What I’d Do If I Were Starting Over

If I were building Luna & Jade from scratch today, I wouldn’t focus on having the biggest catalog.

I’d focus on building a collection of products I genuinely believed in and then spend far more time marketing them than creating new ones.

I’d work on making each product page stronger.

I’d collect reviews sooner.

I’d tell more customer stories.

I’d create content around the same products again and again.

Because marketing isn’t about saying something once.

It’s about helping the right people hear it.

Final Thoughts

For years, I believed growth came from adding more: products, launches, collections.

But six years of running a business have taught me something different.

Growth doesn’t always come from creating something new.

Sometimes it comes from getting better at sharing what you’ve already built.

So before you spend the next few weeks designing your next product, ask yourself one simple question:

Have I fully marketed the products I already have?

The answer might surprise you.

Because you don’t need more. You need good.

Build something worth talking about and then don’t be afraid to keep talking about it.

Your next sale may not come from your next product, it may come from helping the right customer discover the one that’s been there all along.

As always, cheering you on.🖤

If this blog helped, make sure to follow @xomandyscott for more small business tips, advice, and encouragement along your journey.