Assumption: Some people love what you do. They love your product, your service, the way you do your work (if that's not true, this post isn't for you. You have a more significant problem to work on first).
So, how to understand it when someone hates what you do? When they post a one-star review, or cross the street to avoid your shop, or generally are unhappy with the very same thing that other people love?
It's not for them.
They want something you don't offer. Or they want to buy it from someone who isn't you. Or they don't understand what it's for or how or why you do it.
Some of these things you can address by telling a story more clearly, some you can't.
Either way, right now, they're telling you one thing: It's not for them.
Okay, thanks for letting us know.