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WD-40 Was Built for Missiles. You’re Trying to Sell to Everyone.
Description
Most ecommerce brands do not have a traffic problem. They have a clarity problem.
In this episode of Selling on Giants, Mr. Will breaks down why trying to sell to everyone weakens your Amazon positioning, confuses customers, and makes your product harder to convert.
The story starts with WD-40, a product that did not begin as a household brand or a broad consumer idea. It started with one specific job: preventing rust and corrosion on missile components. WD-40 stands for Water Displacement, 40th formula, which is a literal reminder that the product became valuable because it solved one clear problem first.
That lesson applies directly to ecommerce.
Most brands want to expand too early. They chase more keywords, more audiences, more use cases, and more messaging angles before they have clearly defined what their product does best. The result is a product detail page that says a lot but communicates very little.
Amazon does not reward vague creativity. It rewards clarity.
In this episode, we cover:
- Why most brands do not have a traffic problem, they have a positioning problem
- How WD-40 became trusted by solving one specific job first
- Why broad messaging weakens conversion
- How Amazon rewards clear intent, not generic category language
- Why your keyword strategy is part of your positioning
- How titles, images, bullets, and ads need to reinforce the same job
- Why trying to sell to everyone makes your product obvious to no one
- How brands earn the right to expand into new use cases
- Why efficiency can quietly limit growth if exploration disappears
- How ecommerce brands can balance precision and expansion
This episode is for ecommerce founders, Amazon sellers, brand operators, and marketplace teams that feel stuck even though they are getting traffic, running ads, and adding more keywords.
More traffic does not fix unclear positioning.
If your product page is trying to speak to too many customers at once, the customer has to work too hard to understand why your product is the right choice. On Amazon, that usually means they keep scrolling.
At BellaVix, we help brands turn marketplace complexity into clear operating plans. That includes refining product positioning, tightening keyword strategy, improving product detail pages, aligning creative with customer intent, and helping brands scale from a focused use case into larger market opportunities.
BellaVix has helped brands sell over five hundred million dollars on Amazon and is a Verified Ad Partner, but the real work is helping brands build clarity before scale.
The key question:
Are you trying to sell to everyone, or are you making it obvious why the right customer should choose you?
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