1 00:00:00,080 --> 00:00:03,080 You can have a huge audience, but if they're not aligned with what you 2 00:00:03,120 --> 00:00:07,639 are selling, then you're not going to make sales. And part of the 3 00:00:07,679 --> 00:00:11,759 reason why that audience grew so fast was because I was growing it using things 4 00:00:11,800 --> 00:00:17,199 like giveaways, which was only attracting freebie seekers. And I was posting really 5 00:00:17,239 --> 00:00:22,160 awesome recipes, which was attracting people who wanted recipes, but it wasn't attracting 6 00:00:22,199 --> 00:00:26,280 people who wanted to buy what I was selling. Welcome to Imperfect Action. 7 00:00:26,519 --> 00:00:30,359 I'm Steph Taylor. For years, I read all the books, downloaded all 8 00:00:30,359 --> 00:00:34,479 the freebies, and did all the courses, but it wasn't until I started 9 00:00:34,479 --> 00:00:40,439 taking imperfect action that my business had its first million dollar Here. Imperfect Action 10 00:00:40,600 --> 00:00:46,240 is about doing things before you're ready, prioritizing consistent action over perfect action, 11 00:00:46,679 --> 00:00:51,240 and moving forward even when you're not sure you're doing it right. On this 12 00:00:51,320 --> 00:00:56,000 show, you can expect mindset advice, actionable marketing tips and strategies to build 13 00:00:56,039 --> 00:01:02,600 a business that brings you more profit, more freedom, and even more. 14 00:01:02,600 --> 00:01:04,920 You want the list to get my daily businesses. Every day, I'll send 15 00:01:04,920 --> 00:01:08,319 you a bite sized prompt designed to help you grow your business in a more 16 00:01:08,400 --> 00:01:14,239 intentional way sign up at Steph Taylor dot Co, forward slash DBB, or 17 00:01:14,280 --> 00:01:19,640 at the link in the show notes. Hey, welcome back to In Perfect 18 00:01:19,680 --> 00:01:25,599 Action. This is episode seven hundred and nineteen. Today I am sharing a 19 00:01:25,599 --> 00:01:32,120 couple of signs that your current audience isn't exactly your ideal client for the offers 20 00:01:32,159 --> 00:01:36,200 that you sell, for the services or maybe the digital products, courses, 21 00:01:36,319 --> 00:01:41,879 group programs that your business sells. Now, there's this common misconception that if 22 00:01:41,920 --> 00:01:46,200 your audience is really big, you will make sales. But just because you 23 00:01:46,400 --> 00:01:49,439 have an audience, whether you have followers, subscribers, whatever platform they are 24 00:01:49,439 --> 00:01:55,159 on, it doesn't necessarily mean that they are the right people for your business. 25 00:01:55,239 --> 00:01:57,359 That doesn't mean that they're the right people the ones who are going to 26 00:01:57,439 --> 00:02:02,040 buy what you are selling. And I'm actually a really big believer in quality 27 00:02:02,159 --> 00:02:07,319 over quantity. So I think back to my very first business, which was 28 00:02:07,439 --> 00:02:13,719 a physical product based business. We're going back a while now, seven or 29 00:02:13,719 --> 00:02:19,319 eight years, and before I launched that business, I spent a lot of 30 00:02:19,360 --> 00:02:23,560 time growing the Instagram account. Now this is back in the day when if 31 00:02:23,639 --> 00:02:27,599 you posted something to Instagram, people actually saw it, And I spent a 32 00:02:27,599 --> 00:02:30,879 lot of time growing that audience. And when we launched the product, I 33 00:02:30,919 --> 00:02:35,039 think you know, there were about ten thousand followers or more than that, 34 00:02:35,879 --> 00:02:38,879 and I eventually ended up growing that account to over twenty thousand followers, but 35 00:02:39,120 --> 00:02:44,319 we were still only making about two thousand dollars in sales every single month, 36 00:02:44,360 --> 00:02:47,719 and that was before expenses, which in a physical product business that the expenses 37 00:02:47,719 --> 00:02:53,960 are pretty significant. Now that was a good wake up call for me of 38 00:02:53,479 --> 00:02:57,319 oh, hang on, you can have a huge audience, but if they're 39 00:02:57,319 --> 00:03:00,759 not aligned with what you are selling, then you're not going to make sales. 40 00:03:01,240 --> 00:03:05,319 And part of the reason why that audience grew so fast was because I 41 00:03:05,599 --> 00:03:09,080 was growing it using things like giveaways, which was only attracting freebe seekers. 42 00:03:09,719 --> 00:03:15,639 And I was posting really awesome recipes, which was attracting people who wanted recipes, 43 00:03:15,360 --> 00:03:19,319 but it wasn't attracting people who wanted to buy what I was selling. 44 00:03:19,800 --> 00:03:24,120 And when you can understand what having the wrong people in your audience looks like, 45 00:03:24,960 --> 00:03:29,560 which I'm going to cover in today's episode, then you can start to 46 00:03:29,560 --> 00:03:32,639 make some shifts towards growing your audience with the right people. And I'll share 47 00:03:34,000 --> 00:03:37,919 some steps that you can take to do that as well today. So let's 48 00:03:37,919 --> 00:03:40,360 start with a couple of signs that you might have the wrong people in your 49 00:03:40,400 --> 00:03:45,560 audience. So the first one is it feels like you're talking to crickets. 50 00:03:45,599 --> 00:03:49,759 You know, you're talking to yourself. Nobody is listening, nobody is engaging, 51 00:03:50,719 --> 00:03:54,080 nobody's opening your emails. If you're sending emails, it just feels like 52 00:03:54,560 --> 00:03:59,879 dead silence. Now, I do want to say that in some cases people 53 00:04:00,039 --> 00:04:04,000 won't engage. If you work in an industry, or if you cover an 54 00:04:04,039 --> 00:04:08,800 area a topic that is quite a sensitive thing that people don't want to talk 55 00:04:08,879 --> 00:04:14,240 about publicly, then it's probably unlikely that they're going to comment on your posts. 56 00:04:14,919 --> 00:04:21,560 But in general, your emails and your dms shouldn't feel like complete silence. 57 00:04:21,560 --> 00:04:25,959 It shouldn't be tumbleweeds in there, and if it is, then that's 58 00:04:26,000 --> 00:04:30,279 a sign that maybe your audience isn't the right fit. Number two, nobody 59 00:04:30,439 --> 00:04:33,519 is buying, and when you ask them why, they tell you it's great, 60 00:04:33,560 --> 00:04:36,120 but that they don't need it or that they don't have the budget for 61 00:04:36,160 --> 00:04:42,839 it. Now, this one is really tricky because somebody can choose not to 62 00:04:42,879 --> 00:04:46,319 buy for multiple reasons, and it could be that your content just hasn't bridged 63 00:04:46,360 --> 00:04:50,639 the magician's gap, which I've talked about endlessly in previous episodes, but it's 64 00:04:50,680 --> 00:04:55,439 the gap between where somebody is right now and where they need to be to 65 00:04:55,480 --> 00:04:59,680 be ready to buy from you. Or it could be that you're messaging and 66 00:04:59,720 --> 00:05:02,000 your copy doesn't show them why they need to value this thing, why they 67 00:05:02,040 --> 00:05:05,959 need to prioritize spending money on this thing right now. But it can also 68 00:05:06,079 --> 00:05:10,720 be that they're the wrong people for what you are selling. And one that 69 00:05:10,759 --> 00:05:15,040 I see really often is people who are selling services who then switch to selling 70 00:05:15,160 --> 00:05:19,800 a DIY version of their service. So, for example, let's say that 71 00:05:19,839 --> 00:05:25,199 you are a website designer and then and most of your audience comes to you 72 00:05:25,399 --> 00:05:29,720 to have their websites designed by you, and then you start selling a course 73 00:05:29,759 --> 00:05:33,120 teaching people how to DIY their websites. Your existing audience doesn't want a DIY, 74 00:05:33,160 --> 00:05:36,560 they want you to do it for them, So they're probably not the 75 00:05:36,680 --> 00:05:41,120 right audience for the course that you are selling where they're going to DIY. 76 00:05:41,680 --> 00:05:46,079 Now, A really good question that you can ask to uncover whether it's the 77 00:05:46,160 --> 00:05:49,399 right audience, whether it's the messaging is in your non buyer surveys. So 78 00:05:49,519 --> 00:05:53,959 after I launch something, I always send a non buy a survey. Even 79 00:05:54,000 --> 00:05:57,920 if the launch was really successful, I will send a survey out asking people 80 00:05:57,959 --> 00:06:00,360 who didn't buy, why did you choose to buy? But a question that 81 00:06:00,399 --> 00:06:05,759 you could ask could be what will you do now to solve this particular problem? 82 00:06:06,120 --> 00:06:09,480 Right? So with launch Magic, I always ask what will you do 83 00:06:09,600 --> 00:06:14,959 now to launch or where will you learn now to launch your courses? Right? 84 00:06:15,000 --> 00:06:16,560 And if they say, well, it's just not a priority for me 85 00:06:16,639 --> 00:06:20,040 right now, then that's a good sign that it's the wrong audience. Some 86 00:06:20,120 --> 00:06:25,519 reasons why you might end up with the wrong audience. Now, let's talk 87 00:06:25,560 --> 00:06:30,160 about this for a second, because it's not something that we intentionally go out 88 00:06:30,160 --> 00:06:31,800 to do, right. We don't intentionally go out to reach the wrong people. 89 00:06:32,199 --> 00:06:35,199 But a lot of the time we don't realize how the ways that we 90 00:06:35,240 --> 00:06:40,639 are showing up online can actually attract the wrong audience for what we are selling. 91 00:06:41,079 --> 00:06:46,120 So one cause can be if you have like one real one post that 92 00:06:46,160 --> 00:06:50,879 goes viral, then the people who maybe follow you off that potentially aren't going 93 00:06:50,920 --> 00:06:55,560 to be your ideal clients. I've seen this happen with many people who've posted 94 00:06:55,560 --> 00:06:59,600 one thing that's gone viral and then it's attracted this influx of followers who aren't 95 00:06:59,600 --> 00:07:03,120 the right place. It could also be that you are sharing way too much 96 00:07:03,319 --> 00:07:08,000 for free, attracting all of the freeb seekers who are just trying to piece 97 00:07:08,040 --> 00:07:12,319 together the free content but are never going to pay money to either learn how 98 00:07:12,360 --> 00:07:15,480 to do it in a structured course or pay money for you to do it 99 00:07:15,519 --> 00:07:18,879 for them. Maybe you're growing your audience with giveaways. I made that mistake 100 00:07:19,000 --> 00:07:24,839 that also attracted freebe seekers. Or maybe you're not being specific enough when it 101 00:07:24,839 --> 00:07:30,160 comes to defining your ideal client. So saying that your ideal client is somewhere 102 00:07:30,160 --> 00:07:32,839 between the ages of twenty five and forty five and lives in Sydney and likes 103 00:07:33,040 --> 00:07:38,759 pizza and sushi, that's not a great definition of your ideal client. Unfortunately, 104 00:07:39,160 --> 00:07:41,240 we need to know what's going on in their head. We need to 105 00:07:41,240 --> 00:07:45,360 know what they need so that we can talk specifically to those people. The 106 00:07:45,399 --> 00:07:48,240 other mistake might be that you are sharing content that's designed to catch the attention 107 00:07:48,399 --> 00:07:54,600 of as many people as possible, and it's doing just that, but it 108 00:07:54,639 --> 00:07:59,319 doesn't attract the attention of your ideal client. Remember quality, not quantity. 109 00:07:59,360 --> 00:08:03,959 We want people fewer people who are the right fit, rather than a huge 110 00:08:03,040 --> 00:08:07,680 number of people who aren't really the right fit. It could be that you 111 00:08:07,680 --> 00:08:11,160 don't have a content strategy in place, and that is an essential starting point 112 00:08:11,160 --> 00:08:13,800 when it comes to growing your audience. Is what is that content strategy? 113 00:08:13,800 --> 00:08:18,199 Who are you trying to attract? What are you sharing to attract that ideal 114 00:08:18,240 --> 00:08:20,920 client? And it could also be if you've pivoted, right, if you 115 00:08:22,160 --> 00:08:26,639 had a business that was previously in one niche and then you've pivoted to another 116 00:08:26,720 --> 00:08:30,240 niche, then it's highly likely that there will be a chunk of your audience 117 00:08:30,279 --> 00:08:33,360 who are not the right people. And that is okay. Now it's totally 118 00:08:33,360 --> 00:08:35,639 normal. I do want to say it's totally normal to have different ideal clients 119 00:08:35,639 --> 00:08:39,360 for different offers. That is okay, and not everyone in your audience will 120 00:08:39,360 --> 00:08:43,840 be the ideal client for everything that you sell. But if you're really finding 121 00:08:43,840 --> 00:08:48,840 it hard to get any kind of engagement, any kind of sales, it 122 00:08:48,879 --> 00:08:52,799 could be that it's majority of your audience is the wrong person. Or it 123 00:08:52,840 --> 00:08:58,399 could be that your content is not actually that remarkable, it's not really resonating 124 00:08:58,519 --> 00:09:01,600 with the right people. They steps to start to fix this. So Step 125 00:09:01,639 --> 00:09:07,000 one, get crystill clear on who your ideal client is, how you can 126 00:09:07,080 --> 00:09:09,399 connect with them, and where you're going to reach them. So remember how 127 00:09:09,399 --> 00:09:13,279 I said, it's not going to be twenty five to forty five lives in 128 00:09:13,279 --> 00:09:16,960 Sydney and like sushi, that's really broad. We want to be super super 129 00:09:16,960 --> 00:09:20,559 specific. This is one person, not a target market. A target market 130 00:09:20,639 --> 00:09:24,840 is when you're giving an a range. We want to think of one person. 131 00:09:24,279 --> 00:09:28,480 I always give them a name. One of mine's called Kate, and 132 00:09:28,000 --> 00:09:31,600 so I have a different ideal client for every offer as well. I will 133 00:09:31,639 --> 00:09:35,000 mention that. But one of my ideal clients her name is Kate, and 134 00:09:35,320 --> 00:09:37,679 you know I've given her an age. I know where she lives, I 135 00:09:37,720 --> 00:09:39,159 know what she likes to do on the weekend. But I also know what 136 00:09:39,200 --> 00:09:43,159 she's struggling with. I know how she's saying that she's struggling with things. 137 00:09:43,200 --> 00:09:48,399 I know what words she's using to describe these things. So get clear what 138 00:09:48,480 --> 00:09:50,919 is your ideal clients struggling with, what language are they using, where are 139 00:09:50,919 --> 00:09:56,039 they hanging out online and offline, so that you can start to get in 140 00:09:56,039 --> 00:10:00,279 front of them. Then Step two, create a content strategy that's designed to 141 00:10:00,360 --> 00:10:03,720 resonate with this ideal client. We want to meet them where they are at, 142 00:10:05,279 --> 00:10:07,799 not where we want them to be, and this can be really hard 143 00:10:07,840 --> 00:10:09,120 to do. When you're really good at what you do and you know a 144 00:10:09,120 --> 00:10:13,840 lot about your subject area, it's really easy to be that expert and talk 145 00:10:13,879 --> 00:10:20,000 to them in that expert language. Right. I love James Wedmore's analogy. 146 00:10:20,000 --> 00:10:22,519 I've used it so many times on the show, but I don't think there's 147 00:10:22,519 --> 00:10:24,639 a better way to describe it. Your audience is walking around with a headache. 148 00:10:24,679 --> 00:10:28,240 You are the expert and headaches. You know that their headache is caused 149 00:10:28,279 --> 00:10:31,679 by dehydration. But if you say to them, hey, here are three 150 00:10:31,720 --> 00:10:33,879 tips for fixing your dehydration, They're going to be like, oh no, 151 00:10:33,960 --> 00:10:37,080 thank you, I've just got a headache, and they're not going to pay 152 00:10:37,080 --> 00:10:39,679 attention. Okay, so you need to step into their shoes meet them where 153 00:10:39,720 --> 00:10:46,320 they are at. And that also means sharing remarkable content, not just tips 154 00:10:46,320 --> 00:10:50,200 and tricks and how to's, but sharing your unique perspectives, sharing your stories, 155 00:10:50,200 --> 00:10:56,559 your experiences, sharing content that can't just be replicated by chat GPT, 156 00:10:56,720 --> 00:11:00,679 which a lot of tips and tricks and how to content can be step number 157 00:11:00,720 --> 00:11:03,720 three. Build a visibility plan that gets you in front of the right people. 158 00:11:05,200 --> 00:11:07,759 Where are they hanging out online and offline? And how can you intentionally 159 00:11:07,799 --> 00:11:11,480 put yourself in front of these people? For me, that looks like speaking 160 00:11:11,519 --> 00:11:16,960 at events, that's doing podcast interviews, that's sometimes writing guest articles for other 161 00:11:18,000 --> 00:11:22,840 websites. Right, not relying on just putting stuff on social media and hoping 162 00:11:22,879 --> 00:11:26,320 that the algorithm's gonna get it in front of the right people, because this 163 00:11:26,399 --> 00:11:30,360 is how you end up with the wrong people. By the way, now 164 00:11:30,399 --> 00:11:33,759 I teach you how to do all three of these steps inside Booster Brand super 165 00:11:33,759 --> 00:11:37,799 Fans. It's my four week crash course to fill your audience with more of 166 00:11:37,840 --> 00:11:41,559 the right people without spending a cent on Facebook ads or twerking on TikTok If 167 00:11:41,559 --> 00:11:45,720 you don't want to, because most of us don't want to. For all 168 00:11:45,759 --> 00:11:48,919 of the details on Booster Brands super Fans, head to stephtaylor dot co, 169 00:11:48,200 --> 00:11:52,960 slash bybs, or send me a DM on Instagram. I'm over there at 170 00:11:52,960 --> 00:11:58,639 stephtaylor dot co. Send me the word bybs just one word and I'll send 171 00:11:58,639 --> 00:12:03,600 you a die wreck link to sign up for that, and if you haven't 172 00:12:03,679 --> 00:12:07,440 already left a quick rating or review, please take thirty seconds to do so. 173 00:12:07,679 --> 00:12:11,639 In Apple podcasts means a lot to me. It means a lot to 174 00:12:11,679 --> 00:12:13,039 my team as well, because we put a lot of work into all of 175 00:12:13,080 --> 00:12:16,480 these episodes. That's it for today, Thanks so much for listening. Catch 176 00:12:16,480 --> 00:12:18,039 you next time.