In which case, he needs to look at three things:

Are you high enough rank for wild fam?

What race is the village app? If he's an arial with mastered defenses, you're just going to have a hard time doing melee damage.

What is your damroll/hitroll and gear? If you're rocking fine leather at mid 20s, don't be shocked to see you not do as well in melee as you'd normally think.

PS Great use of "it happens all the time" with no supporting evidence whatsoever If you're not Pro I'll eat my hat.