1 00:00:00,080 --> 00:00:03,240 It can take quite a bit of nurturing to get somebody to the point where 2 00:00:03,240 --> 00:00:06,919 they are ready to buy from you and where they trust that you can deliver 3 00:00:07,400 --> 00:00:10,800 the result that you are promising. Let me give you an example. On 4 00:00:10,880 --> 00:00:15,000 average, somebody who buys launch Magic, one of my signature courses, they 5 00:00:15,039 --> 00:00:18,160 have usually been on my email list for about one hundred and eighty three or 6 00:00:18,160 --> 00:00:20,879 one hundred and eighty four days. Right, They've been on my email list, 7 00:00:21,199 --> 00:00:25,760 getting my emails three times a week for six months before they buy. 8 00:00:27,679 --> 00:00:31,800 Welcome to Imperfect Action. I'm Steph Taylor. For years, I read all 9 00:00:31,800 --> 00:00:36,000 the books, downloaded all the freebies, and did all the courses, but 10 00:00:36,039 --> 00:00:40,560 it wasn't until I started taking imperfect action that my business had its first million 11 00:00:40,600 --> 00:00:47,439 dollar year. Imperfect action is about doing things before you're ready, prioritizing consistent 12 00:00:47,479 --> 00:00:52,320 action over perfect action, and moving forward even when you're not sure you're doing 13 00:00:52,320 --> 00:00:56,960 it right. On this show, you can expect mindset advice, actionable marketing 14 00:00:57,000 --> 00:01:00,759 tips and strategies to build a business that brings you more profit, more freedom, 15 00:01:00,799 --> 00:01:06,560 and even more joy. Are you on the list to get my daily 16 00:01:06,599 --> 00:01:10,400 busin boss Every day, I'll send you a bite sized prompt designed to help 17 00:01:10,400 --> 00:01:14,599 you grow your business in a more intentional way. Sign up at step Taylor 18 00:01:14,680 --> 00:01:18,319 dot Co, forward slash DBB, or at the link in the show notes. 19 00:01:21,560 --> 00:01:25,040 Hey, welcome back to Imperfect Action. This is episode six hundred and 20 00:01:25,280 --> 00:01:32,000 ninety. Today I'm talking about a very common dilemma that I know pops up 21 00:01:32,120 --> 00:01:36,159 time and time again when you're selling anything online. And that is when you 22 00:01:36,319 --> 00:01:40,760 have an offer and people are looking at it, they're potentially even expressing their 23 00:01:40,799 --> 00:01:44,560 interest in it, but they're not buying it. And today I'm going to 24 00:01:44,640 --> 00:01:49,120 share five of the common mistakes that can lead to this happening. Now, 25 00:01:49,680 --> 00:01:53,120 obviously you might be making more than one of these mistakes, or you might 26 00:01:53,159 --> 00:01:57,439 be making just one. You don't have to be making every single one of 27 00:01:57,439 --> 00:02:02,239 these for it to stop your audience from buying from you. So mistake number 28 00:02:02,359 --> 00:02:06,719 one, you are reaching the wrong people. You are getting your offer in 29 00:02:06,760 --> 00:02:09,599 front of the wrong people. This is what happens when there is a bit 30 00:02:09,599 --> 00:02:15,000 of a mismatch between the people who are in your audience and the people who 31 00:02:15,080 --> 00:02:19,240 have the problem that your offer solves and who are willing to spend money to 32 00:02:19,439 --> 00:02:22,479 solve it. Now, this can happen. Maybe if they're not ready to 33 00:02:22,479 --> 00:02:25,919 solve the problem that your offer solves, in which case, the journey that 34 00:02:27,000 --> 00:02:30,840 they're going on with your brand, that journey that you're free content and maybe 35 00:02:30,879 --> 00:02:36,719 your email nurture series or your live events, anything that you are getting in 36 00:02:36,759 --> 00:02:40,599 front of them, that journey is not currently taking them to the point where 37 00:02:40,639 --> 00:02:44,240 they are ready to solve this problem, in which case, you know, 38 00:02:44,360 --> 00:02:47,039 okay, now I need to change my content up to move them to the 39 00:02:47,039 --> 00:02:51,680 point where they're ready to solve this problem. The magician's gap is what I 40 00:02:51,759 --> 00:02:54,599 call this journey that you are taking them on hand, the gap that needs 41 00:02:54,599 --> 00:02:59,360 to be bridged before they'll be ready to solve that problem. Or on the 42 00:02:59,360 --> 00:03:01,120 other hand, maybe they're not willing to pay money to solve it yet, 43 00:03:01,560 --> 00:03:06,599 maybe they don't even know that they have a problem yet. So in any 44 00:03:06,599 --> 00:03:09,039 of these cases, you need to be using your free content to bring them 45 00:03:09,039 --> 00:03:14,840 to the point where they are ready to spend money to solve that problem. 46 00:03:14,960 --> 00:03:17,800 Or you need to be finding people who are there already, which in a 47 00:03:17,800 --> 00:03:23,680 lot of cases this is actually much harder. Now. It might also be 48 00:03:23,759 --> 00:03:27,719 that your audience is just straight up the wrong people for your offer. And 49 00:03:27,759 --> 00:03:31,400 this can happen if you have a piece of content that goes viral. For 50 00:03:31,439 --> 00:03:36,479 example, Jenna Kutcher, who has the gold Digger podcast, which I love 51 00:03:36,560 --> 00:03:39,960 listening to. A few years ago, she had a viral article that had 52 00:03:40,000 --> 00:03:45,719 the headline of curvy woman opens up about having mister six pack as her husband. 53 00:03:46,199 --> 00:03:51,360 Now she runs a business with online courses on Pinterest and Instagram marketing. 54 00:03:51,439 --> 00:03:54,759 Right, she's a photographer, so I'm guessing that that viral article probably didn't 55 00:03:54,759 --> 00:03:59,120 attract the right people into her business. It would have got her a lot 56 00:03:59,120 --> 00:04:02,800 of followers and a lot of attention, but those people may not have bought 57 00:04:02,879 --> 00:04:08,439 because they weren't the right people for her offers. So it's, you know, 58 00:04:08,479 --> 00:04:12,080 growing an audience and getting in front of people. It's more of a 59 00:04:12,120 --> 00:04:15,719 case of getting in front of fewer of the right people than it is about 60 00:04:15,800 --> 00:04:19,000 getting in front of as many people as possible. Okay, Mistake number two. 61 00:04:19,120 --> 00:04:24,920 Your expectations are too high. Now, maybe your audience is buying, 62 00:04:25,319 --> 00:04:28,959 but not enough people are buying to reach your goals. And this could be 63 00:04:28,959 --> 00:04:31,319 because you just don't have enough people in your audience. Yet you're not getting 64 00:04:31,319 --> 00:04:35,600 in front of enough people yet, in which case then the solution becomes to 65 00:04:35,680 --> 00:04:41,079 intentionally get in front of more people to grow your audience. And when I 66 00:04:41,079 --> 00:04:44,920 talk about intentionally getting in front of more people, it doesn't mean the spray 67 00:04:44,959 --> 00:04:47,759 and prey approach, right. It doesn't mean posting on Instagram and hoping that 68 00:04:47,839 --> 00:04:51,079 one day you'll go viral or the algorithm will show something to your audience. 69 00:04:51,600 --> 00:04:57,439 It means identifying way you can find those right people for this offer, your 70 00:04:57,480 --> 00:05:01,000 ideal clients for this offer, and then getting to them. It might mean 71 00:05:01,240 --> 00:05:06,319 teaching to people's audience, teaching to their courses, doing interviews on other people's 72 00:05:06,319 --> 00:05:12,160 podcasts, speaking at events. These things feel a lot scarier than just showing 73 00:05:12,199 --> 00:05:15,759 up on Instagram with the same content day and day out, because it involves 74 00:05:15,800 --> 00:05:18,360 doing things that might be a little bit outside of our comfort zones. But 75 00:05:18,439 --> 00:05:24,240 that is also how you intentionally reach more people. And then once you know 76 00:05:24,720 --> 00:05:30,079 that your offer converts, it starts to feel a little bit less risky investing 77 00:05:30,079 --> 00:05:32,680 this time and energy into getting visible and building your audience because you know, 78 00:05:32,879 --> 00:05:36,560 okay, well, yes this might feel really uncomfortable, yes this might take 79 00:05:36,639 --> 00:05:42,439 up my time, but I know that these people will eventually convert. Okay, 80 00:05:42,480 --> 00:05:46,279 And I do want to add also that the scary things speaking on a 81 00:05:46,360 --> 00:05:49,279 stage like, Yes, it was terrifying the very first time I did it. 82 00:05:49,600 --> 00:05:53,199 Yes, I still get nervous when I do it, but it becomes 83 00:05:53,240 --> 00:05:57,079 a lot easier the more that you do it, and it becomes just a 84 00:05:57,160 --> 00:06:01,040 part of running your business and growing your business. Mistake number three, You're 85 00:06:01,079 --> 00:06:05,480 not building enough trust with your audience before asking them to buy from you. 86 00:06:05,959 --> 00:06:10,160 It can take quite a bit of nurturing to get somebody to the point where 87 00:06:10,160 --> 00:06:13,839 they are ready to buy from you and where they trust that you can deliver 88 00:06:14,319 --> 00:06:16,720 the result that you are promising. Let me give you an example. On 89 00:06:16,800 --> 00:06:20,879 average, somebody who buys launch Magic, one of my signature courses, they 90 00:06:20,959 --> 00:06:25,079 have usually been on my email list for about one hundred and eighty three or 91 00:06:25,079 --> 00:06:27,800 one hundred and eighty four days. Right, They've been on my email list, 92 00:06:28,120 --> 00:06:31,680 getting my emails three times a week for six months before they buy. 93 00:06:32,360 --> 00:06:35,240 Now, this is not like they are just signing up for my email list 94 00:06:35,279 --> 00:06:39,079 and sitting there. I'm emailing them three times a week. I'm putting out 95 00:06:39,120 --> 00:06:42,319 three podcast episodes a week. If you follow me on Instagram, you know 96 00:06:42,399 --> 00:06:46,439 that I'm sharing content there almost daily to nurture my audience as well, because 97 00:06:46,439 --> 00:06:53,240 I know that consistency is such a huge factor in building trust, consistency, 98 00:06:53,720 --> 00:06:57,079 expertise. If they can trust that I know what I'm talking about, they're 99 00:06:57,079 --> 00:07:01,879 also more likely to buy from me right now. This is where sharing free 100 00:07:01,920 --> 00:07:08,079 content consistently can help to build this trust. And a lot of this is 101 00:07:08,120 --> 00:07:12,240 patience. You've got to be patient and do this consistently over time, even 102 00:07:12,319 --> 00:07:15,439 when you feel like you're not seeing the results from it. But patience is 103 00:07:15,480 --> 00:07:19,920 one part of it, and then taking action to be consistent is the other 104 00:07:19,920 --> 00:07:25,240 part of it. Mistake number four, you haven't given them a reason to 105 00:07:25,279 --> 00:07:29,959 buy from you right now. Human beings, we're procrastinators. I've talked about 106 00:07:29,959 --> 00:07:33,160 this a lot on this show. If something is unfamiliar or requires us to 107 00:07:33,199 --> 00:07:39,439 do something that is uncomfortable, like spending money or making some kind of change, 108 00:07:39,480 --> 00:07:42,839 even if it's a positive change, even if we know that starting to 109 00:07:42,879 --> 00:07:46,360 go to the gym is going to be the right habit for us to make, 110 00:07:46,560 --> 00:07:49,040 we're probably still going to put it off until Monday because it's uncomfortable, 111 00:07:49,839 --> 00:07:54,800 and we will put it off until the pain of not taking action is worse 112 00:07:54,879 --> 00:07:58,680 than the pain of taking action. I actually use the example of going to 113 00:07:58,680 --> 00:08:03,720 the dentist recently that you know, we all know going to the dentist is 114 00:08:03,759 --> 00:08:09,240 something we should do regularly once or twice a year, but we will often 115 00:08:09,319 --> 00:08:13,160 put it off until we have a toothache because even though we know it's good, 116 00:08:13,199 --> 00:08:16,759 it's uncomfortable. So when there's no reason for somebody to buy from you 117 00:08:16,839 --> 00:08:20,680 today instead of next week, you might find that they will end up sitting 118 00:08:20,720 --> 00:08:24,000 on the fence for a little while, not making any decision at all. 119 00:08:26,079 --> 00:08:31,319 So how can you then incentivize somebody to make a decision? Deadlines are really 120 00:08:31,399 --> 00:08:35,639 useful, but of course they don't work in every single situation. So how 121 00:08:35,679 --> 00:08:41,000 can you show somebody why they should buy from you right now instead of putting 122 00:08:41,000 --> 00:08:45,039 it off till next week or next month? And then, mistake number five, 123 00:08:45,320 --> 00:08:50,240 you haven't addressed all the questions and hesitations that are stopping them from buying. 124 00:08:50,639 --> 00:08:54,639 When somebody is considering buying your offer, what they really want to know 125 00:08:54,879 --> 00:09:01,240 is will this work for somebody like me in my particular situation. So every 126 00:09:01,240 --> 00:09:03,240 time we launch Launch Magic, and I'm using this as an example, because 127 00:09:03,240 --> 00:09:07,000 we just close doors. But every time we launch launch Magic, we have 128 00:09:07,080 --> 00:09:11,440 the same hesitations that come up over and over again. One's like, will 129 00:09:11,440 --> 00:09:15,679 this work if I have a really tiny audience, Or will this work if 130 00:09:15,720 --> 00:09:20,960 I'm brand new to business? Or will this work if I'm also working full 131 00:09:20,960 --> 00:09:24,720 time? How much time do I need to dedicate to this? And over 132 00:09:24,840 --> 00:09:28,679 time, you'll start to be able to preempt a lot of these questions because 133 00:09:28,759 --> 00:09:31,720 you'll have your audience reaching out and asking them, and then you'll be able 134 00:09:31,720 --> 00:09:35,799 to address them on your sales page or elsewhere in your sales content. But 135 00:09:35,840 --> 00:09:39,879 it's also so important to open up channels for somebody to ask these questions because 136 00:09:41,639 --> 00:09:43,799 there will always be new ones that come up. Right even though this was 137 00:09:43,840 --> 00:09:48,320 our seventh launch of Launch Magic, we still had some new ones that came 138 00:09:48,360 --> 00:09:52,559 up this launch that I've never heard before. So if somebody knows that they 139 00:09:52,600 --> 00:09:56,360 can reach out to you via email or via Instagram or wherever they can reach 140 00:09:56,399 --> 00:10:00,480 out to you and ask those questions, then they are much more likely to 141 00:10:00,799 --> 00:10:03,720 ask the questions and they're going to get an answer to them, which is 142 00:10:03,720 --> 00:10:07,399 going to make them feel confident that they are making the right decision. Okay, 143 00:10:07,440 --> 00:10:11,879 so there you have five mistakes that are stopping your audience from buying. 144 00:10:11,960 --> 00:10:15,240 Number one, you're reaching the wrong people. Number two, your expectations are 145 00:10:15,279 --> 00:10:18,559 too high. Number three, you're not building enough trust with your audience. 146 00:10:18,799 --> 00:10:22,159 Number four, you haven't given them a reason to buy right now. And 147 00:10:22,279 --> 00:10:26,440 number five, you haven't addressed all of the questions and hesitations that are stopping 148 00:10:26,480 --> 00:10:30,120 them from buying. If you have learned anything from this show, please take 149 00:10:30,159 --> 00:10:33,600 thirty seconds to leave A quick reading and a review means a lot to me. 150 00:10:33,679 --> 00:10:37,360 I read every single review, and you know, it just reminds me 151 00:10:37,399 --> 00:10:41,639 that there are other real humans listening to this episode outside of just me and 152 00:10:41,679 --> 00:10:45,360 my team who put a lot of time into producing every single one of them. 153 00:10:45,440 --> 00:10:48,759 So that is my one little ask for you. Thank you so much 154 00:10:48,759 --> 00:10:50,080 for listening. Catch you next time.