You can have a huge audience, but if they're not aligned with what you
are selling, then you're not going to make sales. And part of the
reason why that audience grew so fast was because I was growing it using things
like giveaways, which was only attracting freebie seekers. And I was posting really
awesome recipes, which was attracting people who wanted recipes, but it wasn't attracting
people who wanted to buy what I was selling. Welcome to Imperfect Action.
I'm Steph Taylor. For years, I read all the books, downloaded all
the freebies, and did all the courses, but it wasn't until I started
taking imperfect action that my business had its first million dollar Here. Imperfect Action
is about doing things before you're ready, prioritizing consistent action over perfect action,
and moving forward even when you're not sure you're doing it right. On this
show, you can expect mindset advice, actionable marketing tips and strategies to build
a business that brings you more profit, more freedom, and even more.
You want the list to get my daily businesses. Every day, I'll send
you a bite sized prompt designed to help you grow your business in a more
intentional way sign up at Steph Taylor dot Co, forward slash DBB, or
at the link in the show notes. Hey, welcome back to In Perfect
Action. This is episode seven hundred and nineteen. Today I am sharing a
couple of signs that your current audience isn't exactly your ideal client for the offers
that you sell, for the services or maybe the digital products, courses,
group programs that your business sells. Now, there's this common misconception that if
your audience is really big, you will make sales. But just because you
have an audience, whether you have followers, subscribers, whatever platform they are
on, it doesn't necessarily mean that they are the right people for your business.
That doesn't mean that they're the right people the ones who are going to
buy what you are selling. And I'm actually a really big believer in quality
over quantity. So I think back to my very first business, which was
a physical product based business. We're going back a while now, seven or
eight years, and before I launched that business, I spent a lot of
time growing the Instagram account. Now this is back in the day when if
you posted something to Instagram, people actually saw it, And I spent a
lot of time growing that audience. And when we launched the product, I
think you know, there were about ten thousand followers or more than that,
and I eventually ended up growing that account to over twenty thousand followers, but
we were still only making about two thousand dollars in sales every single month,
and that was before expenses, which in a physical product business that the expenses
are pretty significant. Now that was a good wake up call for me of
oh, hang on, you can have a huge audience, but if they're
not aligned with what you are selling, then you're not going to make sales.
And part of the reason why that audience grew so fast was because I
was growing it using things like giveaways, which was only attracting freebe seekers.
And I was posting really awesome recipes, which was attracting people who wanted recipes,
but it wasn't attracting people who wanted to buy what I was selling.
And when you can understand what having the wrong people in your audience looks like,
which I'm going to cover in today's episode, then you can start to
make some shifts towards growing your audience with the right people. And I'll share
some steps that you can take to do that as well today. So let's
start with a couple of signs that you might have the wrong people in your
audience. So the first one is it feels like you're talking to crickets.
You know, you're talking to yourself. Nobody is listening, nobody is engaging,
nobody's opening your emails. If you're sending emails, it just feels like
dead silence. Now, I do want to say that in some cases people
won't engage. If you work in an industry, or if you cover an
area a topic that is quite a sensitive thing that people don't want to talk
about publicly, then it's probably unlikely that they're going to comment on your posts.
But in general, your emails and your dms shouldn't feel like complete silence.
It shouldn't be tumbleweeds in there, and if it is, then that's
a sign that maybe your audience isn't the right fit. Number two, nobody
is buying, and when you ask them why, they tell you it's great,
but that they don't need it or that they don't have the budget for
it. Now, this one is really tricky because somebody can choose not to
buy for multiple reasons, and it could be that your content just hasn't bridged
the magician's gap, which I've talked about endlessly in previous episodes, but it's
the gap between where somebody is right now and where they need to be to
be ready to buy from you. Or it could be that you're messaging and
your copy doesn't show them why they need to value this thing, why they
need to prioritize spending money on this thing right now. But it can also
be that they're the wrong people for what you are selling. And one that
I see really often is people who are selling services who then switch to selling
a DIY version of their service. So, for example, let's say that
you are a website designer and then and most of your audience comes to you
to have their websites designed by you, and then you start selling a course
teaching people how to DIY their websites. Your existing audience doesn't want a DIY,
they want you to do it for them, So they're probably not the
right audience for the course that you are selling where they're going to DIY.
Now, A really good question that you can ask to uncover whether it's the
right audience, whether it's the messaging is in your non buyer surveys. So
after I launch something, I always send a non buy a survey. Even
if the launch was really successful, I will send a survey out asking people
who didn't buy, why did you choose to buy? But a question that
you could ask could be what will you do now to solve this particular problem?
Right? So with launch Magic, I always ask what will you do
now to launch or where will you learn now to launch your courses? Right?
And if they say, well, it's just not a priority for me
right now, then that's a good sign that it's the wrong audience. Some
reasons why you might end up with the wrong audience. Now, let's talk
about this for a second, because it's not something that we intentionally go out
to do, right. We don't intentionally go out to reach the wrong people.
But a lot of the time we don't realize how the ways that we
are showing up online can actually attract the wrong audience for what we are selling.
So one cause can be if you have like one real one post that
goes viral, then the people who maybe follow you off that potentially aren't going
to be your ideal clients. I've seen this happen with many people who've posted
one thing that's gone viral and then it's attracted this influx of followers who aren't
the right place. It could also be that you are sharing way too much
for free, attracting all of the freeb seekers who are just trying to piece
together the free content but are never going to pay money to either learn how
to do it in a structured course or pay money for you to do it
for them. Maybe you're growing your audience with giveaways. I made that mistake
that also attracted freebe seekers. Or maybe you're not being specific enough when it
comes to defining your ideal client. So saying that your ideal client is somewhere
between the ages of twenty five and forty five and lives in Sydney and likes
pizza and sushi, that's not a great definition of your ideal client. Unfortunately,
we need to know what's going on in their head. We need to
know what they need so that we can talk specifically to those people. The
other mistake might be that you are sharing content that's designed to catch the attention
of as many people as possible, and it's doing just that, but it
doesn't attract the attention of your ideal client. Remember quality, not quantity.
We want people fewer people who are the right fit, rather than a huge
number of people who aren't really the right fit. It could be that you
don't have a content strategy in place, and that is an essential starting point
when it comes to growing your audience. Is what is that content strategy?
Who are you trying to attract? What are you sharing to attract that ideal
client? And it could also be if you've pivoted, right, if you
had a business that was previously in one niche and then you've pivoted to another
niche, then it's highly likely that there will be a chunk of your audience
who are not the right people. And that is okay. Now it's totally
normal. I do want to say it's totally normal to have different ideal clients
for different offers. That is okay, and not everyone in your audience will
be the ideal client for everything that you sell. But if you're really finding
it hard to get any kind of engagement, any kind of sales, it
could be that it's majority of your audience is the wrong person. Or it
could be that your content is not actually that remarkable, it's not really resonating
with the right people. They steps to start to fix this. So Step
one, get crystill clear on who your ideal client is, how you can
connect with them, and where you're going to reach them. So remember how
I said, it's not going to be twenty five to forty five lives in
Sydney and like sushi, that's really broad. We want to be super super
specific. This is one person, not a target market. A target market
is when you're giving an a range. We want to think of one person.
I always give them a name. One of mine's called Kate, and
so I have a different ideal client for every offer as well. I will
mention that. But one of my ideal clients her name is Kate, and
you know I've given her an age. I know where she lives, I
know what she likes to do on the weekend. But I also know what
she's struggling with. I know how she's saying that she's struggling with things.
I know what words she's using to describe these things. So get clear what
is your ideal clients struggling with, what language are they using, where are
they hanging out online and offline, so that you can start to get in
front of them. Then Step two, create a content strategy that's designed to
resonate with this ideal client. We want to meet them where they are at,
not where we want them to be, and this can be really hard
to do. When you're really good at what you do and you know a
lot about your subject area, it's really easy to be that expert and talk
to them in that expert language. Right. I love James Wedmore's analogy.
I've used it so many times on the show, but I don't think there's
a better way to describe it. Your audience is walking around with a headache.
You are the expert and headaches. You know that their headache is caused
by dehydration. But if you say to them, hey, here are three
tips for fixing your dehydration, They're going to be like, oh no,
thank you, I've just got a headache, and they're not going to pay
attention. Okay, so you need to step into their shoes meet them where
they are at. And that also means sharing remarkable content, not just tips
and tricks and how to's, but sharing your unique perspectives, sharing your stories,
your experiences, sharing content that can't just be replicated by chat GPT,
which a lot of tips and tricks and how to content can be step number
three. Build a visibility plan that gets you in front of the right people.
Where are they hanging out online and offline? And how can you intentionally
put yourself in front of these people? For me, that looks like speaking
at events, that's doing podcast interviews, that's sometimes writing guest articles for other
websites. Right, not relying on just putting stuff on social media and hoping
that the algorithm's gonna get it in front of the right people, because this
is how you end up with the wrong people. By the way, now
I teach you how to do all three of these steps inside Booster Brand super
Fans. It's my four week crash course to fill your audience with more of
the right people without spending a cent on Facebook ads or twerking on TikTok If
you don't want to, because most of us don't want to. For all
of the details on Booster Brands super Fans, head to stephtaylor dot co,
slash bybs, or send me a DM on Instagram. I'm over there at
stephtaylor dot co. Send me the word bybs just one word and I'll send
you a die wreck link to sign up for that, and if you haven't
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In Apple podcasts means a lot to me. It means a lot to
my team as well, because we put a lot of work into all of
these episodes. That's it for today, Thanks so much for listening. Catch
you next time.