Welcome back to the show, this is episode 43 and today’s topic is quite a requested one. We’re in business to make sales, whether that’s selling your course, services, ad space on your platform, yourself as a brand, or anything else. And usually, the reasons why your offer, whatever that is, isn’t getting traction are the same.
In this episode, I’ll try to cover as many of them as possible and hopefully at least one of them will stand out for you and you’ll be motivated to go and take action on it. Often one little tweak is all we need to start making sales.
Tune into the episode below:
- How to make sure everyone knows about your offer
- What happens when your messaging is off
- Product vs offer
- Targeting a bigger vs a smaller audience
- Why and how to sell MORE
- How adding urgency to your offer helps your buyers
- When your pricing doesn’t make sense
- What is offer alignment
- Why having a pre-launch period matters
- What a good launch plan involves
- How to add exclusivity to your offer
- One thing to focus on when selling instead of the actual numbers
- Ideas on how to make extra sales during the launch
1. Your people don’t know about your offer.
The first reason is that your people don’t even know about your offer, or at least most of them.
Maybe you just have it somewhere on your website. Maybe it was shared a few times on socials or in emails but it wasn’t that visible, it wasn’t repeated many times. People forgot, they didn’t read your post or email that far. Or they assumed that you’ll promote it all the time on every platform so they don’t need to look for it. Or maybe they weren’t online during the days when you were actively selling.
Selling is simply informing but you gotta do that a lot. Let your offer and its sales page, the links, the details be found easily and from all your platforms.
If people are listening to a podcast episode of yours, have it in the show notes. If they follow you on IG, have it in your bio link, inside posts, on Stories and in a Highlight.
If it’s in emails, add it in the beginning, or at the bottom of every next email as a reminder.
Whatever it is, make sure everyone in your audience knows what you offer and has enough information to decide if it’s for them or not.
2. Your messaging is off.
Messaging is how you communicate with your people, how you describe your offer, the words you use and the emotions you evoke in your followers.
That’s a form of art and it takes time to get there. But usually, other than good marketing skills and the right sales mindset, it also takes authenticity. Being real in your business, being yourself, truly meaning what you say, serving people in the best way you can, and never trying to convince or push them to do anything.
It’s up to them to decide. You can only provide them with what they need to know to make that decision.
If your messaging is off, people won’t really connect on a deeper level with you and your brand. Your sales page won’t convert, your offer simply won’t sound like it’s worth it even if the content inside is amazing. You won’t magnetize people, you won’t make them want to grab it, to invest any amount in it, to contact you and ask more questions about it.
They will simply look elsewhere.
Messaging is how you can form relationships, how you can show what you stand for, how you can create engagement and make sure anything you share with your audience makes an impact.
Maybe you’re tying too hard in your marketing copy, maybe your sales page is just copied from templates you’ve used that experts recommend but has nothing personal. It doesn’t tell a story, it doesn’t talk about the transformation your product can provide. Which brings me to the next point.
3. When selling, you only talk about the product and what is inside.
Here’s the thing – people don’t buy products, they buy experiences and transformations. Your product is not your offer. Your offer is much bigger than just what you’re selling.
What is inside a course, for example, is just one small part of the big picture. If you stick to just that in your marketing, people won’t really be impressed.
Don’t sell features, sell transformations.
Your program is here to solve a problem or help people achieve a certain result. So talk about how their life is now vs how it can be after they complete your program.
Tell them how it will feel like on the other side. Tell them how you’ll support them and challenge them and help them grow during the time you’ll work together.
Instead of saying what modules and lessons you have in your course, talk about one of the simple strategies you share inside that got you tremendous results. Or about the mindset work you’ll ask them to do in the program that will change the rest of their life by helping them reframe beliefs that have been limiting them so far.
Let people imagine what the product can do for them and how better their life will be after that. Tell a story, evoke emotions and you’ll take your messaging to the next level.
4. You’re still affected by your last launch.
Maybe it didn’t go as planned so you think this one will fail too. You’re carrying the disappointment, the insecurity, the lack of self-worth and are bringing this energy to your current launch.
But no one wants to buy from someone who isn’t energetic and truly happy about and confident in what they sell.
If you struggle with that, check out What Your Failed Launch Really Means.
5. You’re targeting everyone.
Let’s be honest for a minute here. Are you just hoping to grow your audience as much as possible so you can have more people willing to buy? Do you think it’s just a numbers game? Are you creating content for everyone? Are you trying to please them all?
Here’s the other option. What if with all you do online, you target a specific group of people? Those who need you the most, those whose struggles you’re so familiar with and for whom your program is just perfect.
If you focus on serving these people, a few amazing things will happen.
First, they will find you because the content and your whole branding will be speaking directly to them. Thanks to that they will like and trust you. They will have no doubt you’re the right person to learn from and they will be excited for what’s next.
Then, you will have them in mind when creating and launching your offer. Any sentence on the sales page, any graphic you use on Instagram, any email you send, will be a personal invitation to them.
It will be coming from your heart and speaking to their pain points. You’ll be able to easily draw a picture in their mind of how their reality can look like after investing in your offer.
They will know pretty soon or right away if it’s made for them or if they aren’t ready yet. Those who take the leap, will be trusting you fully, letting them guide you and implementing all that you teach them. They will achieve wild results and they will become your biggest fans.
You can then use their success to show others what’s possible for anyone.
And while you will be targeting a small group of people first, it will also reach many others. But this kind of marketing and niching down will give you the focus and clarity you need to describe to your potential students why this is the program for them.
6. You aren’t selling enough.
Maybe you think you’ll turn people off. Or you don’t wanna annoy them by repeating the same things on your socials or in emails.
But guess what? Most of them didn’t hear it the first or second or third time. And those who follow you, don’t usually mind when you sell. They aren’t gonna unsubscribe or change their opinion of you just because you have offers to share.
They’ll still stick around and engage with your brand and be excited for your free content, and maybe they will buy in the future but aren’t ready yet.
Selling is serving. What you sell is your best and most tactical knowledge, your most transformational mindset work or a program that will save people a ton of time and many mistakes down the road. So it’s your job to inform them about it, to repeat it so they can keep it in mind and know when the doors to it close or when the price increases or anything else.
This is connected to the next reason why your offer isn’t selling.
7. You aren’t giving people a reason to buy now.
There’s no urgency, no incentives. They might know about offer and even want it, but why should they buy now?
Usually, the reason is because it’s open only for a limited amount of time or you have limited spots or the price increases. All these are examples of urgency and scarcity in marketing and these are powerful and helpful not just for your launch but also for your potential students.
They need to know why they do something. They also work better with deadlines or often realize they truly need something only if they know it will be gone tomorrow. So don’t think that kind of marketing is sleazy.
No. It can be the turning point to inspiring more people to work with you and that will lead to the transformations they are about to experience.
8. You aren’t passionate about your offer.
Passion can make you sales. It’s the ingredient people are looking for that magnetizes them.
When you truly believe in what you’re selling, you show up with confidence, you show up often, you aren’t afraid of failure. You just know how powerful this product is and you want others to understand that too.
You aren’t afraid of rejection, of negative comments, of being called salesy. You just know this is knowledge and support that others can really benefit from and you want to give them that opportunity.
If you aren’t passionate about what you’re selling right now, it’s time to take a step back and figure out why. It could be a limiting belief such as thinking you aren’t worthy of making sales, so then you gotta work on that.
It could be that you didn’t do your best with your course so you don’t like some elements about it. Then go and improve them. Then come back and sell that new version of it with excitement.
9. Your pricing doesn’t make sense.
This can go both ways. Maybe you’re underpricing your offer and what that says to your audience is that you’re undervaluing yourself. It’s too cheap so anyone can have it and that doesn’t make it magnetic to those who really need the result it provides.
Or maybe the price is so high that your audience simply can’t afford it. There are 2 ways you can go here. Either keep serving them with your free content and realize that you attract people who don’t really invest in high-ticket offers, so you will focus on finding those who can.
Or you can release a different version of that same product for a smaller price, or just have more offers that people can choose from. Eventually, those who worked with you thanks to your low-ticket offers can still decide to invest in the big program. They just needed a bit more trust, progress or proof before taking the leap.
So your price must be aligned with everything else – your offer and the value it provides, your marketing, your niche and free content, and your target audience. This is what we call offer alignment. Without one element, sales don’t usually happen or at least not much.
10. People weren’t prepared for your offer.
This means there was no pre-launch period. That’s a key ingredient of the sales process and it’s so important that inside Bold Business School, I teach it in the Business Basics Module, which is week 2 and 3 of the program. So that’s before the weeks where I show you how to set up an email list and automate it, before you create your offer, before you launch and before you even create your course.
The pre-launch is the phase in which you make people familiar with the problem your program is about to solve. Because guess what? Most of them weren’t even aware of it. You are the one that will create awareness thanks to your free content.
Only when they know they have that issue, are clear about it and want a solution, would they be interested in investing in something like your program.
11. You didn’t prepare for your launch and now you’re stressed.
I know what it’s like to think you’ve planned for it, but then to spend launch week checking if links work, wondering what to post that day on socials, how many emails is too many, or wondering if you should change your whole strategy in the middle of launching just because you don’t feel good and aren’t seeing results.
A good launch plan means you can actually enjoy life during your promo campaign. That you can sleep peacefully knowing that everything is ready and even scheduled, and you just need to show up when you feel like, answer questions and feel good about all this.
That means you know the dates, you’ve written the email, the social media posts are ready, the links and sales page are double-checked, the decisions are made in advance, and everything has a place in your calendar. If you feel like, you can still change something. But better have it ready in case you just want to follow through and not worry about anything else.
12. There’s nothing exclusive about your offer.
Is it boring? Is it like everyone else’s in the industry?
Or do you know that your experience, energy and unique way of doing what you do make it one of a kind? If so, tell people that.
Show them your bold branding, be happy and energetic during launch week and turn it into one big party so that more people would like to join and celebrate enrolling in your program.
Have a powerful course framework that you teach in your program, which is based on something that has worked for you and now you can’t wait to share it with others.
Create your course your way and turn it into a game if you feel like. Have challenges, exercises and surprises for your students inside.
There are many ways to make your offer unique. Don’t create something average. Tune into your potential, creative energy and gifts, and share them with the world.
13. Numbers are limiting you.
Obsessing over metrics during your launch can be a bad thing sometimes.
If you’re constantly refreshing the page to see how many clicks your link got, or calculating conversion rates and comparing email open rates during the launch, you’ll end up discouraging yourself.
The numbers can be analyzed when doors to your program close. Now, it’s about people.
So encourage them to ask you questions, be there for them, keep serving them, maybe have another new piece of content that week if you want. Or post often on socials and talk more about their pain points. Be helpful, inform, and be there for them.
Many will be in the process of deciding whether they will invest, so just support them.
14. You don’t leave room for inspiration and intuition.
If it’s only strategy and structure, you might be limiting the potential of your launch, your program and what your own energy is capable of.
So while you can have your dates decided, emails ready and goals set, you can also get creative and pay attention to your ideas and intuitive hits during the launch or just any time you sell, even if it’s evergreen.
Maybe you send an extra email, a really personal one and that builds more trust than anything else.
Maybe you feel like releasing a new payment plan for a day. Or you come up with a new bonus idea and that one incentive makes a few more people buy right now.
Maybe you bundle your offer with something else you’ve already released and that makes it more irresistible to your audience.
These often don’t make sense, can’t really be planned, but in the moment, they can get results. This is part of authentic marketing combined with going with the flow. Your people know when you’re being real, they love your energy when you’re inspired, and all these are new ways to attract potential buyers.
Okay, so that were 14 reasons why your offer isn’t selling. I hope I opened your eyes for some things and left you with many ideas on how to change your program, marketing or sales mindset.
Let me know what you think and which tip was your favorite.
All that I shared today is something I dive deep into in Bold Business School. The goal is to help you create not just a course, but a magical offer that you can sell over and over again and turn it into the foundation of a product based business that gives you all the freedom and lets you serve your purpose.
Join the waitlist and expect an email these days so you can learn more and have the chance to join with the first students and watch everything unfold.