My customers rave about my product, but sales haven't taken off. Is it a marketing problem or a product-market fit issue?

Distinguishing between a marketing problem and a product-market fit issue can be tricky. Here's a framework to help you diagnose the root cause of your slow sales:

Product-Market Fit Issues:

Limited Target Audience: Is your target audience clearly defined? Are you trying to reach too broad a market, or is your ideal customer niche and difficult to find?Product Differentiation: Does your product stand out from the competition? - Is it unique or innovative enough to capture attention in a crowded market? Research your competitors and identify what makes your product different (or not).
Early Adopters: Have you primarily focused on early adopters who may be enthusiastic but not representative of your target market as a whole? Consider expanding your outreach to a broader audience segment.
Needs vs. Features: Does your product truly solve a significant problem for your target audience? Are you focusing on features instead of core benefits that resonate with customer needs?

Value Proposition: Is your value proposition clear and compelling? Can customers easily understand the problem your product solves and the unique value it offers?
Usage Data: Look at usage data. - Are customers actively using your product? - Are they using it in the way you intended? - Are there features that go unused?

Conversion Rates: Track conversion rates throughout your sales funnel. Are potential customers dropping off at specific stages? This could indicate a confusing buying process or unclear value proposition.
Marketing Problems:

Brand Awareness: Do your ideal customers know your brand exists? Is your marketing message reaching the right audience through the right channels?

Messaging and Positioning: - Is your marketing message clear, concise, and targeted to resonate with your ideal customer's pain points? - Does it effectively communicate the value proposition of your product to your target audience?
- Is your product positioned effectively within the competitive landscape?

Lead Generation: Are you generating enough qualified leads who are interested in what your product offers? Are your lead capture mechanisms effective?

Here are some additional steps to help you diagnose the issue:

Customer Feedback: Talk to your customers! Gather detailed feedback through surveys, interviews, or focus groups. Ask them about their experience with your product, what problems they're facing, and how your product addresses their needs. This will help you understand if your product solves a real problem and identify areas for improvement.
A/B Testing: Implement A/B testing for your marketing messages, landing pages, or ad campaigns to see which versions resonate best with your audience.

Website Analytics: Analyze your website traffic data. See where visitors are coming from, which pages they engage with, and where they drop off in the conversion funnel. 
This can reveal weaknesses in your marketing message or website usability.

Customer Acquisition Cost: Analyze your customer acquisition cost (CAC). Is it too high, making it difficult to achieve profitability even with a good conversion rate?

Pricing Strategy: Is your product priced appropriately for your target market and value proposition? Consider offering different pricing tiers or adjusting your pricing strategy based on market research.
Competitor Analysis: Research your competitors. See how they are positioning their products, what marketing channels they are using, and what messaging resonates with their audience. Identify any gaps in your own approach.
Once you have a better understanding of the root cause, you can develop a targeted plan. Here's a quick guide:

Product-Market Fit Issue: Refine your product based on customer feedback. Ensure it solves a clear problem and offers a compelling value proposition.
This could involve adding new features, improving usability, or re-focusing on a specific customer segment.
Marketing Problem: Revisit your marketing strategy. If the issue is primarily marketing, you can optimize your marketing strategy by refining your target audience, using the right channels, and crafting a compelling message that resonates with your ideal customers.
By analyzing these factors and taking appropriate action, you can determine whether it's a product-market fit issue or a marketing problem, and take steps to get your sales engine running smoothly.Remember, it's often a combination of both factors.  Having a great product is essential, but you also need an effective marketing strategy to get it in front of the right audience and convert interest into sales.