Their limiting beliefs keep them held back so they have to perform so well, make so many sales, fulfill on so many orders that they're beaten before they start.
The really scary thing? They don't even know it. Plunging ahead, full of hope... and beaten before they began.
Maybe it's time for you to straighten out your business model. Consider a restaurant with incorrect food costing: they'll charge too low because of it and, even if they're popular, with every plate eagerly served they're selling themselves into oblivion.
On the opposite side of the problem, newbie internet marketers get into the business wanting to know "What's selling? What's hot?" This is not a magic cure for your problems! It's giving away your power to hope and random forces.
If you want to be a smart business owner, set things up so that you have a very high chance of SUCCESS! This takes decision.
Now of course that sounds obvious but are you doing it? Or are you "trying to make as much money as possible?" (a fool's errand--go get me some elbow grease and headlight fluid while you're at it).
How many sales do you need to make to hit your monthly revenue target?
Do you even HAVE a revenue target? Most people don't.
These decisions make a huge difference between steaming towards failure and not knowing it... and having a great chance to win before you've even started.
EDIT: I shared more info about what I mean... velocity or pacing, numbers... in post 7