What's the hardest product to market and how did you overcome the biggest marketing challenge?

Ciara J. · 2026-06-16T17:54:07.205Z

Random Tuesday question for the GTM brains here: what's the hardest thing you've ever had to market, and did you actually crack it? I'll go first. I do organic marketing for a nationwide social pickleball league, and the puzzle living rent-free in my head is that signups don't stall on price. They stall on "I don't want to show up alone." Discounts barely move the needle. Community framing moves it a lot. Curious where the rest of you hit a wall where the obvious lever (price, ads, reach) turned out not to be the real lever.

What's the hardest product to market and how did you overcome the biggest marketing challenge? | RevGenius

7 comments

· Sorted by Oldest

Ozan D.
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the "I don't want to show up alone" insight is fascinating. that's not a marketing problem, it's a social risk problem -- and no amount of feature messaging fixes it. the lever is always going to be proof that other people like them are already there.
Ozan D.
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I've seen the same pattern with new categories in B2B. the real objection is never price or features, it's "will I look stupid for being the first person to try this?" peer validation outperforms product messaging every time.
Ciara J.
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Yes, exactly, social risk, not marketing. And it's measurable in my data: the league that's 70% full converts way better than the identical league sitting at 20%, same copy, same price. "Almost full" is doing the peer-proof work that no feature line can. What's been most interesting is that the strongest signal isn't even my messaging, it's getting current players to post "I do this, come join," because that's the unfakeable version of "someone like you is already here." Curious in your B2B cases, what actually generated the peer proof, customer logos, case studies, or something more peer-to-peer like a user community or referrals?
Peter E.
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Find ways to incentivize those first movers. Figure out who the influential people are, state the problem to them clearly about your challenege in filling up the league, and offer some kind of partnership for them to take the social risk.
💯1
Ciara J.
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I designed an affiliate program for people to join and they get paid for every referral that signs up using their personalized link. I'm thinking that should spread the word and the messaging is coming from real people so that builds the trust through connection.
Peter E.
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Yep, and maybe a little ego stroking will also motivate the affilitiates. Not just the financial incentive, but whatever it is that makes them feel great about their choice to partner and be among the first.
Ciara J.
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Definitely, will implement the ego stroking. Thanks for your input!

Ozan D.
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·
the "I don't want to show up alone" insight is fascinating. that's not a marketing problem, it's a social risk problem -- and no amount of feature messaging fixes it. the lever is always going to be proof that other people like them are already there.
Ozan D.
·
·
I've seen the same pattern with new categories in B2B. the real objection is never price or features, it's "will I look stupid for being the first person to try this?" peer validation outperforms product messaging every time.
Ciara J.
·
·
Yes, exactly, social risk, not marketing. And it's measurable in my data: the league that's 70% full converts way better than the identical league sitting at 20%, same copy, same price. "Almost full" is doing the peer-proof work that no feature line can. What's been most interesting is that the strongest signal isn't even my messaging, it's getting current players to post "I do this, come join," because that's the unfakeable version of "someone like you is already here." Curious in your B2B cases, what actually generated the peer proof, customer logos, case studies, or something more peer-to-peer like a user community or referrals?
Peter E.
·
·
Find ways to incentivize those first movers. Figure out who the influential people are, state the problem to them clearly about your challenege in filling up the league, and offer some kind of partnership for them to take the social risk.
💯1
Ciara J.
·
·
I designed an affiliate program for people to join and they get paid for every referral that signs up using their personalized link. I'm thinking that should spread the word and the messaging is coming from real people so that builds the trust through connection.
Peter E.
·
·
Yep, and maybe a little ego stroking will also motivate the affilitiates. Not just the financial incentive, but whatever it is that makes them feel great about their choice to partner and be among the first.
Ciara J.
·
·
Definitely, will implement the ego stroking. Thanks for your input!