It can take quite a bit of nurturing to get somebody to the point where
they are ready to buy from you and where they trust that you can deliver
the result that you are promising. Let me give you an example. On
average, somebody who buys launch Magic, one of my signature courses, they
have usually been on my email list for about one hundred and eighty three or
one hundred and eighty four days. Right, They've been on my email list,
getting my emails three times a week for six months before they buy.
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 year. 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 joy. Are you on the list to get my daily
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dot Co, forward slash DBB, or at the link in the show notes.
Hey, welcome back to Imperfect Action. This is episode six hundred and
ninety. Today I'm talking about a very common dilemma that I know pops up
time and time again when you're selling anything online. And that is when you
have an offer and people are looking at it, they're potentially even expressing their
interest in it, but they're not buying it. And today I'm going to
share five of the common mistakes that can lead to this happening. Now,
obviously you might be making more than one of these mistakes, or you might
be making just one. You don't have to be making every single one of
these for it to stop your audience from buying from you. So mistake number
one, you are reaching the wrong people. You are getting your offer in
front of the wrong people. This is what happens when there is a bit
of a mismatch between the people who are in your audience and the people who
have the problem that your offer solves and who are willing to spend money to
solve it. Now, this can happen. Maybe if they're not ready to
solve the problem that your offer solves, in which case, the journey that
they're going on with your brand, that journey that you're free content and maybe
your email nurture series or your live events, anything that you are getting in
front of them, that journey is not currently taking them to the point where
they are ready to solve this problem, in which case, you know,
okay, now I need to change my content up to move them to the
point where they're ready to solve this problem. The magician's gap is what I
call this journey that you are taking them on hand, the gap that needs
to be bridged before they'll be ready to solve that problem. Or on the
other hand, maybe they're not willing to pay money to solve it yet,
maybe they don't even know that they have a problem yet. So in any
of these cases, you need to be using your free content to bring them
to the point where they are ready to spend money to solve that problem.
Or you need to be finding people who are there already, which in a
lot of cases this is actually much harder. Now. It might also be
that your audience is just straight up the wrong people for your offer. And
this can happen if you have a piece of content that goes viral. For
example, Jenna Kutcher, who has the gold Digger podcast, which I love
listening to. A few years ago, she had a viral article that had
the headline of curvy woman opens up about having mister six pack as her husband.
Now she runs a business with online courses on Pinterest and Instagram marketing.
Right, she's a photographer, so I'm guessing that that viral article probably didn't
attract the right people into her business. It would have got her a lot
of followers and a lot of attention, but those people may not have bought
because they weren't the right people for her offers. So it's, you know,
growing an audience and getting in front of people. It's more of a
case of getting in front of fewer of the right people than it is about
getting in front of as many people as possible. Okay, Mistake number two.
Your expectations are too high. Now, maybe your audience is buying,
but not enough people are buying to reach your goals. And this could be
because you just don't have enough people in your audience. Yet you're not getting
in front of enough people yet, in which case then the solution becomes to
intentionally get in front of more people to grow your audience. And when I
talk about intentionally getting in front of more people, it doesn't mean the spray
and prey approach, right. It doesn't mean posting on Instagram and hoping that
one day you'll go viral or the algorithm will show something to your audience.
It means identifying way you can find those right people for this offer, your
ideal clients for this offer, and then getting to them. It might mean
teaching to people's audience, teaching to their courses, doing interviews on other people's
podcasts, speaking at events. These things feel a lot scarier than just showing
up on Instagram with the same content day and day out, because it involves
doing things that might be a little bit outside of our comfort zones. But
that is also how you intentionally reach more people. And then once you know
that your offer converts, it starts to feel a little bit less risky investing
this time and energy into getting visible and building your audience because you know,
okay, well, yes this might feel really uncomfortable, yes this might take
up my time, but I know that these people will eventually convert. Okay,
And I do want to add also that the scary things speaking on a
stage like, Yes, it was terrifying the very first time I did it.
Yes, I still get nervous when I do it, but it becomes
a lot easier the more that you do it, and it becomes just a
part of running your business and growing your business. Mistake number three, You're
not building enough trust with your audience before asking them to buy from you.
It can take quite a bit of nurturing to get somebody to the point where
they are ready to buy from you and where they trust that you can deliver
the result that you are promising. Let me give you an example. On
average, somebody who buys launch Magic, one of my signature courses, they
have usually been on my email list for about one hundred and eighty three or
one hundred and eighty four days. Right, They've been on my email list,
getting my emails three times a week for six months before they buy.
Now, this is not like they are just signing up for my email list
and sitting there. I'm emailing them three times a week. I'm putting out
three podcast episodes a week. If you follow me on Instagram, you know
that I'm sharing content there almost daily to nurture my audience as well, because
I know that consistency is such a huge factor in building trust, consistency,
expertise. If they can trust that I know what I'm talking about, they're
also more likely to buy from me right now. This is where sharing free
content consistently can help to build this trust. And a lot of this is
patience. You've got to be patient and do this consistently over time, even
when you feel like you're not seeing the results from it. But patience is
one part of it, and then taking action to be consistent is the other
part of it. Mistake number four, you haven't given them a reason to
buy from you right now. Human beings, we're procrastinators. I've talked about
this a lot on this show. If something is unfamiliar or requires us to
do something that is uncomfortable, like spending money or making some kind of change,
even if it's a positive change, even if we know that starting to
go to the gym is going to be the right habit for us to make,
we're probably still going to put it off until Monday because it's uncomfortable,
and we will put it off until the pain of not taking action is worse
than the pain of taking action. I actually use the example of going to
the dentist recently that you know, we all know going to the dentist is
something we should do regularly once or twice a year, but we will often
put it off until we have a toothache because even though we know it's good,
it's uncomfortable. So when there's no reason for somebody to buy from you
today instead of next week, you might find that they will end up sitting
on the fence for a little while, not making any decision at all.
So how can you then incentivize somebody to make a decision? Deadlines are really
useful, but of course they don't work in every single situation. So how
can you show somebody why they should buy from you right now instead of putting
it off till next week or next month? And then, mistake number five,
you haven't addressed all the questions and hesitations that are stopping them from buying.
When somebody is considering buying your offer, what they really want to know
is will this work for somebody like me in my particular situation. So every
time we launch Launch Magic, and I'm using this as an example, because
we just close doors. But every time we launch launch Magic, we have
the same hesitations that come up over and over again. One's like, will
this work if I have a really tiny audience, Or will this work if
I'm brand new to business? Or will this work if I'm also working full
time? How much time do I need to dedicate to this? And over
time, you'll start to be able to preempt a lot of these questions because
you'll have your audience reaching out and asking them, and then you'll be able
to address them on your sales page or elsewhere in your sales content. But
it's also so important to open up channels for somebody to ask these questions because
there will always be new ones that come up. Right even though this was
our seventh launch of Launch Magic, we still had some new ones that came
up this launch that I've never heard before. So if somebody knows that they
can reach out to you via email or via Instagram or wherever they can reach
out to you and ask those questions, then they are much more likely to
ask the questions and they're going to get an answer to them, which is
going to make them feel confident that they are making the right decision. Okay,
so there you have five mistakes that are stopping your audience from buying.
Number one, you're reaching the wrong people. Number two, your expectations are
too high. Number three, you're not building enough trust with your audience.
Number four, you haven't given them a reason to buy right now. And
number five, you haven't addressed all of the questions and hesitations that are stopping
them from buying. If you have learned anything from this show, please take
thirty seconds to leave A quick reading and a review means a lot to me.
I read every single review, and you know, it just reminds me
that there are other real humans listening to this episode outside of just me and
my team who put a lot of time into producing every single one of them.
So that is my one little ask for you. Thank you so much
for listening. Catch you next time.