You really need to emphasize how this makes your hands crack less, etc. Your site needs to be rewritten to put info like that front and center. "Good for the e

You really need to emphasize how this makes your hands crack less, etc. Your site needs to be rewritten to put info like that front and center. "Good for the environment" etc should be framed as an added bonus. When I see someone selling a product like this and their most aggressive value position is "good for the environment," that reads to me like you are trying to guilt me into buying something I wouldn't otherwise buy. When I then see you very prominently also announcing "one tree planted for every widget sold!" I conclude "This is a fool who knows nothing about business and should just be running a charity but for some damn reason can't commit to that or something?" It smacks of "I want to do good works, but I'm a pathetic loser who desperately needs money, so I'm going to try to make this a business, only not because I'm all confused." (That "Look, look, we do good works!" positioning works for big companies who are raking in the dough and trying to convince people "We aren't an evil corporation. We are decent people doing good things while making a buck. Honest!") Planting trees should be maybe a page linked in the footer. It should not be prominently and loudly promoted. Because people will see that and conclude the product is overpriced so you can afford your hobby of planting trees. You could also have a whole separate page on chalk lung, a whole separate page -- with pics -- about chalk defacing the climbing environment. Etc. Your value position needs to be something like "Protect your hands! Bonus: Protects the environment too!" Sales and marketing are about communication. It's about getting info from your mind to my mind without benefit of a Vulcan mind meld. You need to get random strangers to see what you see, feel what you feel, understand what you understand, envision what you experience. You want to walk them through how glorious it is to climb more efficiently because they chalk up less often, to climb more comfortably because their hands aren't cracked and bleeding, to enjoy their sport more because they aren't going to work with injured hands still healing for several days after a climb, to take pleasure in the view of the landscape unmarred by chalk residue, to know they are really getting healthier and stronger from their sport and not being left with hidden health issues like chalk lung because of it. I would rename it. Maybe call it "liquid chalk" or something like that. Edit: Rather than "rebelling" against current practices, you need to position it as "the future of climbing." Rebelling gives the power to existing practices. "The future of climbing" says "Hey, this is a done deal. You can brag about being an early adopter or be some loser who joins late, but resistance is futile."