1 00:00:00,080 --> 00:00:03,759 The small audience of the right people for this offer, The people who are 2 00:00:04,280 --> 00:00:07,879 experiencing that problem that your offer solves, who are at that stage where they 3 00:00:07,879 --> 00:00:12,119 are ready to start taking action, They're going to convert much better than a 4 00:00:12,160 --> 00:00:16,079 really, really big audience of people who are making excuses, who might not 5 00:00:16,160 --> 00:00:19,839 have that specific problem, who maybe don't know that they have a problem. 6 00:00:20,559 --> 00:00:24,640 Welcome to Imperfect Action. I'm Steph Taylor. For years, I read all 7 00:00:24,640 --> 00:00:28,839 the books, downloaded all the freebies, and did all the courses, but 8 00:00:28,920 --> 00:00:33,399 it wasn't until I started taking imperfect action that my business had its first million 9 00:00:33,439 --> 00:00:40,280 dollar year. Imperfect action is about doing things before you're ready, prioritizing consistent 10 00:00:40,359 --> 00:00:45,159 action over perfect action, and moving forward even when you're not sure you're doing 11 00:00:45,159 --> 00:00:49,799 it right. On this show, you can expect mindset advice, actionable marketing 12 00:00:49,799 --> 00:00:54,000 tips, and strategies to build a business that brings you more profit, more 13 00:00:54,039 --> 00:00:59,079 freedom, and even more joy. Are you on the list to get my 14 00:00:59,159 --> 00:01:03,039 daily Businesses? Every day, I'll send you a bite sized prompt designed to 15 00:01:03,039 --> 00:01:07,120 help you grow your business in a more intentional way. Sign up at step 16 00:01:07,200 --> 00:01:10,920 Taylor dot Co, forward slash DBB, or at the link in the show 17 00:01:10,959 --> 00:01:17,239 Notes. Hey, welcome back to a Perfect Action. This is episode eight 18 00:01:17,359 --> 00:01:23,879 hundred and seventeen. Today I'm sharing four signs that your launch audience are the 19 00:01:23,959 --> 00:01:26,879 wrong people for the offer you are launching. So when I talk about launch 20 00:01:26,920 --> 00:01:33,400 audience, I'm typically talking about the people who are on your email list for 21 00:01:33,640 --> 00:01:36,840 your particular launch that you are running. Now. This might be for a 22 00:01:36,959 --> 00:01:41,159 launch of an offer you already have and you've launched it before, or it 23 00:01:41,239 --> 00:01:45,079 might be that you are launching a brand new offer for the very first time 24 00:01:45,840 --> 00:01:49,319 and some things just not quite lining up. So here are a couple of 25 00:01:49,359 --> 00:01:53,680 signs that the people on your launch list or on your launch audience are not 26 00:01:53,840 --> 00:01:57,760 the right people for that offer. Number One, what you are saying doesn't 27 00:01:57,799 --> 00:02:02,159 seem to resonate with them. So this might look like when you talk to 28 00:02:02,200 --> 00:02:05,640 them, when you send an email out, or when you post something and 29 00:02:05,719 --> 00:02:09,759 it just falls flat. They either aren't paying attention, or maybe they are 30 00:02:09,800 --> 00:02:14,800 paying attention. They are listening, but they're just not hitting that buy a 31 00:02:14,840 --> 00:02:17,879 button. This could be one of two things, so it could be a 32 00:02:17,919 --> 00:02:23,520 messaging problem, or it could be that it's the wrong audience. More commonly, 33 00:02:23,560 --> 00:02:27,479 this one is a messaging problem. But how do you figure out which 34 00:02:27,479 --> 00:02:29,960 one it is? How do you figure out if it's that your messaging isn't 35 00:02:29,960 --> 00:02:34,199 aligned or that it's the wrong audience you are speaking to? Simple? Well, 36 00:02:34,800 --> 00:02:38,960 it's simple, but unfortunately not enough people do it because they think it 37 00:02:38,000 --> 00:02:42,080 has to be really complicated and it feels really scary. But it is quite 38 00:02:42,120 --> 00:02:46,080 simple, and that is having conversations with your audience. So that means jumping 39 00:02:46,120 --> 00:02:51,319 on zoom calls, that means chatting to them via DM. That means if 40 00:02:51,400 --> 00:02:53,680 you're speaking to somebody at an event, asking them, talking to them and 41 00:02:53,759 --> 00:02:59,280 finding out why it is that it's not resonating with them. Why is it 42 00:02:59,319 --> 00:03:02,039 that what you are saying isn't landing? Is it that you are using the 43 00:03:02,039 --> 00:03:07,360 wrong words? Is it that you are describing that problem in your expert words 44 00:03:07,400 --> 00:03:13,000 in expert terms when they're not the expert you are. I see this quite 45 00:03:13,000 --> 00:03:15,039 a lot with people who are really good at what they do. They struggle 46 00:03:15,080 --> 00:03:21,159 to step back into beginner shues. They will be telling their audience, hey, 47 00:03:21,199 --> 00:03:23,919 you need to run Facebook ads when their audience is like, oh, 48 00:03:23,919 --> 00:03:25,879 I just want to make more money in my business, and their audience isn't 49 00:03:25,919 --> 00:03:30,840 the experts, So they don't understand that Facebook ads aren't an expense, they're 50 00:03:30,879 --> 00:03:35,080 actually a way that can be used to generate a return on investment and revenue 51 00:03:35,159 --> 00:03:38,319 in their business. So thinking about how do you need to explain the problem 52 00:03:38,319 --> 00:03:44,120 that your offer solves in language that your ideal client is going to understand. 53 00:03:44,719 --> 00:03:49,800 So having those conversations, and from those conversations you might uncover that actually, 54 00:03:50,120 --> 00:03:53,560 yeah, no, I'm using the right language. The audience that I'm speaking 55 00:03:53,639 --> 00:03:57,759 to just don't have the problem that my offer solves. This can happen quite 56 00:03:57,759 --> 00:04:01,759 a bit if you have perhaps pivoted along the way, or the audience that 57 00:04:01,800 --> 00:04:05,639 you initially grew, maybe you grew them through an offer that you no longer 58 00:04:05,680 --> 00:04:10,080 sell, and now what you sell is different. It can be for a 59 00:04:10,159 --> 00:04:13,879 number of reasons. I do want to note though, that if your audience 60 00:04:14,120 --> 00:04:16,600 is telling you they're not yet ready to buy your offer, that doesn't mean 61 00:04:16,600 --> 00:04:20,839 they're the wrong audience. That is a messaging and content problem, that's not 62 00:04:20,959 --> 00:04:25,680 a wrong audience problem. Most audiences are not going to be ready to buy 63 00:04:25,759 --> 00:04:30,079 if you just turn around and launch to them right now. The whole point 64 00:04:30,079 --> 00:04:33,120 of the launch is to spend a few weeks sharing that content that's going to 65 00:04:33,199 --> 00:04:36,600 make them ready to buy, so that when you do open doors, they're 66 00:04:36,639 --> 00:04:41,720 at that point where they're ready for you to sell to them. The second 67 00:04:41,839 --> 00:04:46,600 sign that you're launching to the wrong audience is if they hit subscribe, if 68 00:04:46,600 --> 00:04:50,600 they hit unsubscribe the minute you sell something to them. This one might seem 69 00:04:50,639 --> 00:04:55,560 pretty obvious if you've been launching for a while, but I know that it 70 00:04:55,560 --> 00:04:59,199 can be one of the things of freaks my launch Magic students out when they 71 00:04:59,240 --> 00:05:02,360 first start law chain and selling to their email list, especially if they've only 72 00:05:02,399 --> 00:05:06,399 ever been sending value adding emails or free content to their list, or they 73 00:05:06,439 --> 00:05:11,879 haven't emailed them in a while. They freak out because people have unsubscribed the 74 00:05:11,920 --> 00:05:15,600 first time that they sent them an email selling their offer. Here's the thing, 75 00:05:15,639 --> 00:05:17,480 though, if somebody unsubscribes, they were never going to buy from you 76 00:05:17,560 --> 00:05:23,120 in the first place, and most email platforms charge you based on the number 77 00:05:23,120 --> 00:05:29,399 of subscribers you have, So why are you paying for subscribers who aren't ever 78 00:05:29,439 --> 00:05:31,120 going to buy from you, who are only ever there for your free content 79 00:05:31,639 --> 00:05:35,720 and don't understand that you need to actually sell to them? To keep your 80 00:05:35,759 --> 00:05:40,399 business afloat. You can't just keep delivering free content, free content, free 81 00:05:40,399 --> 00:05:45,519 content and not make any money in your business. Number Three, they're not 82 00:05:45,680 --> 00:05:48,920 actually looking to solve the problem your offer solves, or they just want to 83 00:05:48,920 --> 00:05:54,519 complain about it. So even if you did manage to sell to this person 84 00:05:54,560 --> 00:05:57,759 who's just wanting to complain, they're not really at the stage where they actually 85 00:05:57,759 --> 00:06:00,959 want to take action, then they're not going to take action. They're going 86 00:06:00,000 --> 00:06:03,519 to buy your offer and they're not going to take action because they're not in 87 00:06:03,600 --> 00:06:09,319 the place to take responsibility for the problem that they are experiencing and they're not 88 00:06:09,360 --> 00:06:13,199 going to step into the driver's seat and take action to fix it. They 89 00:06:13,240 --> 00:06:15,720 are simply looking for excuses and reasons why they can't do it. They're not 90 00:06:15,839 --> 00:06:19,000 looking to take action to do the thing that they want to do and have 91 00:06:19,079 --> 00:06:23,560 the thing that they want to have. And unfortunately, you can't do much 92 00:06:23,639 --> 00:06:27,920 with these people in your audience. You can just really wait for them. 93 00:06:27,959 --> 00:06:30,160 That's all you can do is wait for them to get to a point where 94 00:06:30,319 --> 00:06:33,839 they're sick of complaining, they're sick of making excuses, and they get to 95 00:06:33,879 --> 00:06:39,000 a point where it's like Okay, now something needs to change. But you 96 00:06:39,120 --> 00:06:43,160 can't tell them that they're complaining. You can't tell them, hey, you're 97 00:06:43,160 --> 00:06:46,759 making excuses. They're not ready to accept that. They need to figure that 98 00:06:46,800 --> 00:06:51,639 out for themselves. Your free content can absolutely help, but you're not going 99 00:06:51,680 --> 00:06:55,600 to be the person who tells them that you're wrong, you're making excuses. 100 00:06:55,600 --> 00:06:59,079 Stop complaining, because that's just going to backfire and they're going to resent you 101 00:06:59,120 --> 00:07:02,839 for that. Number Four, they don't actually want a DIY, they just 102 00:07:02,879 --> 00:07:06,439 want you to do it for them. This applies a lot when your offer 103 00:07:06,680 --> 00:07:12,439 is DIY, so a course or a program or done with you, where 104 00:07:12,600 --> 00:07:16,000 maybe you're giving them, let's say, a strategy and then they have to 105 00:07:16,040 --> 00:07:20,560 go and take it away and implement that strategy themselves. And I notice this 106 00:07:20,720 --> 00:07:25,639 with people who have mostly been doing one on one client work, or they've 107 00:07:25,639 --> 00:07:29,279 been doing service based client work where they've been doing the deliverables for the client, 108 00:07:29,959 --> 00:07:34,000 and then they pivot to selling a leveraged offer like a course or a 109 00:07:34,000 --> 00:07:38,800 program, or they add one of these to their existing offer suite. The 110 00:07:38,879 --> 00:07:41,519 thing is that people who want it done for them, they're not the same 111 00:07:41,560 --> 00:07:46,040 people who want to DIY. So you might need to change your audience building 112 00:07:46,040 --> 00:07:50,600 tactics a little bit. Your strategy behind where you are reaching these people and 113 00:07:50,680 --> 00:07:56,560 how you're communicating with them will need to change so that you're filling your audience 114 00:07:56,600 --> 00:08:00,959 with people who do want to DIY. The things that are true those DIY 115 00:08:01,000 --> 00:08:03,879 clients are often quite different to the things that will attract the clients who want 116 00:08:03,920 --> 00:08:07,560 it done for you. The DIY clients they want the free content, the 117 00:08:07,600 --> 00:08:11,560 free ebooks, the free master classes, whereas the done for you clients are 118 00:08:11,560 --> 00:08:16,279 more likely to come to you through referrals or through seeing thought leadership pieces that 119 00:08:16,319 --> 00:08:20,160 you might have created, or maybe they've seen you speak at an event. 120 00:08:20,680 --> 00:08:22,319 The done for you person needs to know that you are the best person to 121 00:08:22,319 --> 00:08:24,879 do the job. They need to know that you are the expert. The 122 00:08:24,959 --> 00:08:28,240 DIY person just needs to know that you are the best person to teach them 123 00:08:28,240 --> 00:08:31,480 how to do the job. They don't need to know that you are the 124 00:08:31,560 --> 00:08:35,120 biggest expert, but they need to feel like you understand them. They need 125 00:08:35,159 --> 00:08:39,120 to feel like you are going to help them to overcome any of the barriers 126 00:08:39,639 --> 00:08:43,600 that would stop them from doing that job. And there's a big difference in 127 00:08:43,840 --> 00:08:46,799 the kind of content and the kind of messaging that they need for that. 128 00:08:46,679 --> 00:08:50,799 So what I really want you to think about is what does somebody who is 129 00:08:50,840 --> 00:08:54,360 diying need to know to be ready to buy my offer? And where can 130 00:08:54,399 --> 00:08:58,639 I reach those people? So a couple of tips for how you can attract 131 00:08:58,679 --> 00:09:03,519 more of write people into your launch audience. Now, I do have launch 132 00:09:03,600 --> 00:09:07,200 Magic, my signature program opening up for the last time this year, the 133 00:09:07,279 --> 00:09:11,360 last time until twenty twenty five. It's opening up next week, and in 134 00:09:11,399 --> 00:09:16,919 it, I do have a thirty day audience growth booster bonus that everybody gets 135 00:09:16,480 --> 00:09:20,200 when they sign up. And in that there's daily actions you can take to 136 00:09:20,399 --> 00:09:24,279 grow your audience for your launch with the right people. But I'm going to 137 00:09:24,320 --> 00:09:26,919 share with you a couple of just more broad tips in there. It's daily 138 00:09:26,960 --> 00:09:31,519 actions. This is more of a broad tip, a couple of broad tips 139 00:09:31,559 --> 00:09:35,440 on what I would do to grow my launch audience from scratch if I was 140 00:09:35,440 --> 00:09:39,200 doing it myself. So first of all, I would be really specific, 141 00:09:39,960 --> 00:09:43,600 not vague, specific with your messaging, specific with how you are defining your 142 00:09:43,639 --> 00:09:48,440 ideal client, and specific with the problem your offer solves and the transformation it 143 00:09:48,519 --> 00:09:52,559 delivers. So with the specificity of these three things. What do I mean 144 00:09:52,600 --> 00:09:56,960 by that? Now, it can be really tempting to want to go broad 145 00:09:56,080 --> 00:09:58,480 and to be like, well, this offer could work for this person, 146 00:09:58,559 --> 00:10:01,320 this person, this person, and that person, and it can solve that 147 00:10:01,440 --> 00:10:05,720 problem and that problem, and that problem and that problem. WHOA. That's 148 00:10:05,840 --> 00:10:09,559 exhausting because now you're talking to all of these different people with all of these 149 00:10:09,600 --> 00:10:13,080 different problems, and none of them know whether your offer is the right one 150 00:10:13,120 --> 00:10:18,519 for them, because they're just one bucket of people within a larger pull of 151 00:10:18,639 --> 00:10:22,440 potential people who could get that result. So you need to get really clear 152 00:10:22,559 --> 00:10:26,639 who is that ideal client exactly, what is that exact problem your office solve. 153 00:10:26,919 --> 00:10:30,679 And once you have that specificity, it's going to be a lot easier 154 00:10:30,679 --> 00:10:33,799 to grow your audience with the right people and to say no or to repel 155 00:10:33,879 --> 00:10:37,360 the people who are the wrong ones. And I really want you to approach 156 00:10:37,360 --> 00:10:43,039 it through a lens of building your audience, building a smaller audience of the 157 00:10:43,159 --> 00:10:46,759 right people, rather than thinking of it as a numbers gain, Because a 158 00:10:46,799 --> 00:10:52,519 small audience of the right people for this offer, the people who are experiencing 159 00:10:52,600 --> 00:10:54,639 that problem that your offer solves, who are at that stage where they are 160 00:10:54,679 --> 00:11:00,799 ready to start taking action. They're going to convert much better than a really, 161 00:11:00,840 --> 00:11:03,639 really big audience of people who are making excuses, who might not have 162 00:11:03,679 --> 00:11:07,480 that specific problem, who maybe don't know that they have a problem. They're 163 00:11:07,519 --> 00:11:11,240 going to be a lot harder to convert, and you're just going to end 164 00:11:11,320 --> 00:11:13,320 up with. Yeah, you might have a big email list and it might 165 00:11:13,360 --> 00:11:16,879 feel really good because you've got lots of numbers in there, but it's not 166 00:11:16,919 --> 00:11:20,600 going to convert as well as that small audience of the right people. So 167 00:11:20,759 --> 00:11:24,279 you need to also then be intentional about how you are getting in front of 168 00:11:24,399 --> 00:11:30,320 people. Now social media, putting posts out there and relying on the algorithm 169 00:11:30,399 --> 00:11:33,159 to put it in front of people, that's not intentional. You don't have 170 00:11:33,240 --> 00:11:37,399 any control over who sees your content, who it is reaching, and you 171 00:11:37,440 --> 00:11:41,919 know the people who are there on social media might not necessarily be the ideal 172 00:11:41,919 --> 00:11:45,960 client for your offer. So instead of putting all of your time and energy 173 00:11:46,000 --> 00:11:48,799 into that basket, I would rather you thought about, well, which podcasts 174 00:11:48,840 --> 00:11:52,600 are you pitching to be interviewed on, who's listening to those? Which communities 175 00:11:52,639 --> 00:11:56,559 are you pitching to teach free master classes too? How can you get in 176 00:11:56,559 --> 00:12:01,559 front of communities of the right people. If those communities are paid communities where 177 00:12:01,559 --> 00:12:05,840 people are paying to be involved in that community, that shows you that they 178 00:12:05,879 --> 00:12:11,799 are somebody who already values the thing that you do. Who are you collaborating 179 00:12:11,840 --> 00:12:15,279 with? You know, who is in their audience. So thinking about where 180 00:12:15,279 --> 00:12:18,919 your ideal client is hanging out online and then doing your best to intentionally get 181 00:12:18,960 --> 00:12:22,360 in front of them, and it might even be offline as well. Actually 182 00:12:22,000 --> 00:12:26,000 it could be at events, it could be at you know, speaking on 183 00:12:26,039 --> 00:12:31,000 stages. Where can you get in front of these people intentionally? But you 184 00:12:31,080 --> 00:12:33,519 need This all starts with being really specific of who that ideal client is. 185 00:12:33,840 --> 00:12:37,960 That is the very first step, and so many people skip it or they 186 00:12:37,960 --> 00:12:39,279 think they know who their ideal client is, and then they come to me 187 00:12:39,320 --> 00:12:43,279 and they're like, oh, yeah, she's aged twenty five to forty and 188 00:12:43,360 --> 00:12:46,759 she lives in Australia somewhere and she's got two kids. And I'm like, 189 00:12:46,759 --> 00:12:50,480 great, that doesn't tell me anything about who your ideal client is and what's 190 00:12:50,480 --> 00:12:54,240 going on in their heads that you all you've given me is a bunch of 191 00:12:54,240 --> 00:12:58,759 demographics and that doesn't actually make a difference. So they got a couple of 192 00:12:58,080 --> 00:13:03,559 little tips for growing your launch audience with the right people. Now, as 193 00:13:03,600 --> 00:13:07,080 I mentioned, doors to Launch Magic are opening up again. Next week, 194 00:13:07,360 --> 00:13:11,720 I'm running a free masterclass. Make sure you are registered for that one. 195 00:13:11,840 --> 00:13:15,679 In it, I'm teaching how to tweak your launch strategy to make more sales 196 00:13:15,799 --> 00:13:18,519 in the current economy because the things that worked a couple of years ago they've 197 00:13:18,559 --> 00:13:22,200 all shifted and you need to make some big changes to your launch strategy if 198 00:13:22,240 --> 00:13:26,320 you want to still have profitable launches like what we've seen in the last couple 199 00:13:26,440 --> 00:13:31,960 of years. So head on over to Steph Taylor dot co Slash Masterclass or 200 00:13:31,080 --> 00:13:35,679 send me a DM on Instagram. Send me the word masterclass and I will 201 00:13:35,960 --> 00:13:39,200 pop the link for that one. I'm there at Steph Taylor dot co on 202 00:13:39,240 --> 00:13:43,440 Instagram as well. Hope to see you live in the masterclass next week. 203 00:13:43,720 --> 00:13:46,159 All right, that's it for today's episode. Catch you next time.