1 00:00:00,120 --> 00:00:04,679 You can't just talk about your offer and hope that that's going to reach the 2 00:00:04,799 --> 00:00:07,599 right people, and the right people are just going to want it right. 3 00:00:07,639 --> 00:00:10,199 You can't just hope that that's going to be enough to sell it. You 4 00:00:10,240 --> 00:00:14,039 actually need some kind of journey from when somebody first becomes aware of your brand 5 00:00:14,480 --> 00:00:20,079 through to when they buy from you. Welcome to Imperfect Action. I'm Steph 6 00:00:20,120 --> 00:00:24,000 Taylor. For years, I read all the books, downloaded all the freebees, 7 00:00:24,120 --> 00:00:28,399 and did all the courses, but it wasn't until I started taking imperfect 8 00:00:28,399 --> 00:00:34,039 action that my business had its first million dollar year. Imperfect action is about 9 00:00:34,079 --> 00:00:40,280 doing things before you're ready, prioritizing consistent action over perfect action, and moving 10 00:00:40,280 --> 00:00:44,640 forward even when you're not sure you're doing it right. On this show, 11 00:00:44,719 --> 00:00:49,600 you can expect mindset advice, actionable marketing tips and strategies to build a business 12 00:00:49,719 --> 00:00:55,640 that brings you more profit, more freedom, and even more joy. Are 13 00:00:55,640 --> 00:00:58,960 you on the list to get my daily businesses? Every day, I'll send 14 00:00:59,000 --> 00:01:02,320 you a bite sized prompt designed to help you grow your business in a more 15 00:01:02,439 --> 00:01:06,719 intentional way. Sign up at Steff Taylor dot co, forward slash DBB, 16 00:01:07,239 --> 00:01:12,239 or at the link in the short notes. Hey, Welcome back to Imperfect 17 00:01:12,280 --> 00:01:18,079 Action. This is episode six hundred and seventy eight. Today I'm sharing part 18 00:01:18,200 --> 00:01:23,359 two of the reasons why you might be struggling to sell to your audience, 19 00:01:23,359 --> 00:01:27,359 some of the areas that you might be going wrong. Now, last episode, 20 00:01:27,560 --> 00:01:32,400 I talked about the five key areas that impact how well you are able 21 00:01:32,439 --> 00:01:36,879 to sell your office suite, your sales process, your messaging, your marketing, 22 00:01:36,920 --> 00:01:40,040 and your mindset. Now, in part one of this episode, we 23 00:01:40,120 --> 00:01:42,879 looked at the first two the office suite and the sales process. That was 24 00:01:42,920 --> 00:01:46,959 a couple of episodes ago. You can scroll back and find it, or 25 00:01:47,000 --> 00:01:49,920 if you want the direct link to listen to that episode you don't have time 26 00:01:49,920 --> 00:01:52,920 to go and look for it, send me a DM on Instagram, send 27 00:01:52,920 --> 00:01:57,200 me the number six seven five, six seventy five to Steff Taylor dot co 28 00:01:57,439 --> 00:02:01,079 on Instagram, and I'll send you the direct link to listen to that episode 29 00:02:01,120 --> 00:02:06,959 automatically. Okay, So key mistakes that you might be making with your messaging. 30 00:02:06,959 --> 00:02:09,319 We're going to look at messaging, marketing, and mindset today and the 31 00:02:09,439 --> 00:02:13,840 key mistakes that you might be making with your messaging that are making it harder 32 00:02:13,879 --> 00:02:19,800 to sell. Firstly, well, your messaging probably lacks clarity, and that 33 00:02:19,879 --> 00:02:23,919 might be clarity at the offer level, So messaging around this particular offer you 34 00:02:23,960 --> 00:02:30,479 are trying to sell, or messaging around your brand in general. Now, 35 00:02:30,560 --> 00:02:36,360 some symptoms that there might be a little bit of lack of clarity is if 36 00:02:36,400 --> 00:02:39,479 somebody's asking you what do you actually do? They've come into contact with your 37 00:02:39,479 --> 00:02:43,479 brand, or it might have looked at your website and then they're like, 38 00:02:44,240 --> 00:02:46,240 how do I work with you? What do you do? Or they're asking 39 00:02:46,280 --> 00:02:51,639 you is this for me? Who is this for Those are all symptoms that 40 00:02:51,719 --> 00:02:55,599 you haven't communicated what you do well enough. If it's for an offer, 41 00:02:55,639 --> 00:03:00,759 if it's at the offer level, if somebody's asking what is the actual outcome 42 00:03:00,919 --> 00:03:05,319 from this offer? Or is this right for me? Will this work for 43 00:03:05,360 --> 00:03:08,639 me? Those are some symptoms that you might not have communicated it clearly. 44 00:03:08,719 --> 00:03:15,719 And if your ideal client is confused, they're not going to buy right. 45 00:03:15,759 --> 00:03:20,520 So we need to make sure that whatever we are communicating, we're doing it 46 00:03:20,560 --> 00:03:23,520 really clearly. Now, I know there can be a lot of a misconception 47 00:03:23,560 --> 00:03:27,919 or it can be a bit of a misconception around how your messaging and your 48 00:03:27,960 --> 00:03:31,159 copy. It needs to be really clever and catchy and unique. But let 49 00:03:31,159 --> 00:03:37,439 me tell you, clear beats clever any day. Okay. Now, in 50 00:03:37,599 --> 00:03:39,840 launch Magic, we spend the whole of module one and two getting clear on 51 00:03:39,879 --> 00:03:45,319 the problem, the solution, and the transformation and articulating it in a way 52 00:03:45,360 --> 00:03:49,960 that their ideal client understands. And most of my students really struggle with this 53 00:03:50,080 --> 00:03:53,280 because you never have to. This isn't something you usually have to do in 54 00:03:53,319 --> 00:03:55,280 business unless you get forced to do it, like I force them to do 55 00:03:55,319 --> 00:04:00,759 it. It's really easy to understand conceptually in your head. Oh yeah, 56 00:04:00,800 --> 00:04:02,639 of course this is who it's for. Of course this is what it does 57 00:04:03,319 --> 00:04:06,360 when it's in your head, because you're really close to it. But it's 58 00:04:06,360 --> 00:04:11,360 a lot harder to explain it in a way that makes sense, really simply, 59 00:04:11,400 --> 00:04:15,479 really concisely to somebody else who doesn't have the same context that you do. 60 00:04:15,120 --> 00:04:19,560 Okay. The second messaging mistake that's making it harder to sell is you 61 00:04:19,600 --> 00:04:25,040 don't have one ideal client in mind with your messaging. Your messaging is just 62 00:04:25,120 --> 00:04:29,160 way too broad. And I know you want to help everyone, and I 63 00:04:29,279 --> 00:04:31,759 know that it seems like if you talk to as many people as possible, 64 00:04:32,079 --> 00:04:36,480 you're going to sell more because it's a bigger audience, right. But unfortunately, 65 00:04:36,560 --> 00:04:41,240 if you try to talk to everybody, you end up talking to nobody. 66 00:04:41,279 --> 00:04:46,480 You end up resonating with nobody in particular. And instead now instead of 67 00:04:46,600 --> 00:04:51,199 resonating with a really small, narrow market who they're having this response where they're 68 00:04:51,199 --> 00:04:54,360 like, Yeah, this is perfect, this is exactly what I need, 69 00:04:54,360 --> 00:04:57,360 this was made for me. Suddenly, now you're trying to talk to this 70 00:04:57,439 --> 00:05:00,920 broader market where you're competing a against a lot more people who might have a 71 00:05:00,959 --> 00:05:04,959 similar offer to you, so it's a lot more competitive. Back in episode 72 00:05:05,000 --> 00:05:10,560 six hundred and forty two, I shared a couple of ways to choose the 73 00:05:10,680 --> 00:05:14,800 right niche and some questions to help you figure out whether you're in the wrong 74 00:05:14,879 --> 00:05:16,639 niche or the right niche. If you want to listen to that episode, 75 00:05:16,720 --> 00:05:19,959 send me a DM at Steff Taylor dot co on Instagram six four two, 76 00:05:20,000 --> 00:05:24,839 six hundred and forty two, Just that number and I'll send you the direct 77 00:05:24,839 --> 00:05:29,720 link to that episode. I really love when it comes to talking about narrowing 78 00:05:29,720 --> 00:05:34,199 down your messaging. I really love Seth Goden's analogy of making waves in a 79 00:05:34,240 --> 00:05:39,959 swimming pool versus making waves in an ocean. It's so much easier to try 80 00:05:39,959 --> 00:05:43,720 and make waves in a swimming pool than it is to try and create waves 81 00:05:43,720 --> 00:05:47,160 in an ocean where you can't really control it because it's such a big, 82 00:05:47,199 --> 00:05:53,600 big, broad area. So he says, focusing down your messaging, or 83 00:05:53,600 --> 00:05:56,800 focusing down who you are talking to, allows you to make those waves in 84 00:05:56,800 --> 00:05:59,279 that swimming pool. And then once you've made waves in one swimming pool, 85 00:05:59,360 --> 00:06:01,600 you can go make eaves in the next swimming pool, and then the next, 86 00:06:02,000 --> 00:06:08,040 and then the next. Okay, the third mistake your messaging doesn't resonate 87 00:06:08,040 --> 00:06:14,920 with your ideal client. Something that is really powerful when you are communicating what 88 00:06:14,959 --> 00:06:18,120 you do and what your offer is is speaking to the ideal client's identity. 89 00:06:19,279 --> 00:06:24,759 So if I'm saying this is for online business owners, if that's something that 90 00:06:24,800 --> 00:06:26,759 you identify with, you're going to be like, okay, cool, this 91 00:06:26,839 --> 00:06:30,240 is for me. You're going to listen. But what I see happening is 92 00:06:30,279 --> 00:06:36,040 people will use really vague or really fluffy language that doesn't necessarily resonate with the 93 00:06:36,040 --> 00:06:41,920 people that they are trying to resonate with. I see quite a lot of 94 00:06:42,000 --> 00:06:46,959 you know, this is for soul centered coaches. This is for heartseted unicorns. 95 00:06:46,000 --> 00:06:49,399 I see a lot of that, and I love it because it sounds 96 00:06:49,399 --> 00:06:54,759 really nice and warm and welcoming. But you always need to remember, is 97 00:06:54,800 --> 00:06:59,800 this something my ideal client identifies with? And it's worthwhile asking them, Hey, 98 00:07:00,120 --> 00:07:02,319 what do you call yourself? If I say this is for soul centered 99 00:07:02,360 --> 00:07:06,839 coaches? Is this something that you think is potentially for you. The other 100 00:07:06,920 --> 00:07:11,360 thing that we can that the mistake we can make that stops us from resonating 101 00:07:11,519 --> 00:07:16,160 is talking an expert language. So when we are familiar with the problem our 102 00:07:16,199 --> 00:07:21,360 ideal client is experiencing, When we are the experts in the problem they're experiencing, 103 00:07:21,439 --> 00:07:25,560 and we know why they're experiencing it, we know what's caused it, 104 00:07:25,600 --> 00:07:28,759 we know what the solution is, it's very easy for us to talk from 105 00:07:28,759 --> 00:07:32,120 this place of hey, we're the expert, we know this, and we 106 00:07:32,199 --> 00:07:36,839 might forget that the way that they are experiencing the problem is actually different to 107 00:07:39,040 --> 00:07:43,839 how we know the problem. I can't come up with a better analogy than 108 00:07:44,319 --> 00:07:48,480 what James Wedmore came up with, where he talks about the headache versus dehydration. 109 00:07:48,800 --> 00:07:53,319 So your audience is experiencing a headache right now, they're walking around, 110 00:07:53,720 --> 00:07:56,240 They're like, my head hurts. You are the expert and headaches. You 111 00:07:56,240 --> 00:07:59,519 know that their headache is caused by dehydration. But if you go and say 112 00:07:59,560 --> 00:08:01,680 to them, hey, here's a cure for your dehydration, they're going to 113 00:08:01,720 --> 00:08:03,399 say, no, thank you, I've just got a headache. Okay, 114 00:08:03,439 --> 00:08:07,720 So you need to actually meet your audience where they're at, otherwise they're not 115 00:08:07,759 --> 00:08:11,600 going to think it's for them. Now, back in episode six hundred and 116 00:08:11,639 --> 00:08:16,000 sixty two, I shared a bunch of questions that you can ask yourself to 117 00:08:16,439 --> 00:08:20,759 help you find that clarity on your messaging. Send me a DM at Steph 118 00:08:20,800 --> 00:08:24,120 Taylor dot Co six six two, six hundred and sixty two. Just the 119 00:08:24,199 --> 00:08:28,279 number, no text or anything, otherwise the automation gets confused. You'd be 120 00:08:28,279 --> 00:08:31,320 surprised how often that happens. And I'll send you the direct link to listen 121 00:08:31,440 --> 00:08:35,279 to that episode. Okay, now the next part, mistakes that you are 122 00:08:35,320 --> 00:08:39,120 making with your marketing that I'm making it harder to sell. Mistake number one, 123 00:08:39,679 --> 00:08:45,399 you're confusing marketing with sales or you are lumping them together into this thing 124 00:08:45,440 --> 00:08:48,440 and you're just calling it promoting promoting my offer. And this might look like 125 00:08:48,519 --> 00:08:54,000 you are posting posting about your offer or you are emailing your list about it. 126 00:08:54,480 --> 00:08:56,879 This isn't really marketing, and most of the time it's not really sales 127 00:08:58,120 --> 00:09:01,559 either. And this will make sense in a second when I talk about selling 128 00:09:01,600 --> 00:09:05,320 and marketing a bit of the difference there. But you can't just talk about 129 00:09:05,360 --> 00:09:09,320 your offer and hope that that's going to reach the right people, and the 130 00:09:09,399 --> 00:09:11,279 right people are just going to want it right. You can't just hope that 131 00:09:11,279 --> 00:09:15,039 that's going to be enough to sell it. You actually need some kind of 132 00:09:15,120 --> 00:09:18,519 journey from when somebody first becomes aware of your brand through to when they buy 133 00:09:18,600 --> 00:09:24,480 from you. This is what is commonly called a funnel or a sales process. 134 00:09:24,519 --> 00:09:26,879 I prefer sales process because funnels can get a little bit of a bad 135 00:09:26,960 --> 00:09:31,639 rap and they can seem really complicated and they don't really have to be okay, 136 00:09:31,879 --> 00:09:35,919 And this leads me beautifully into mistake number two, which is you don't 137 00:09:35,960 --> 00:09:41,080 know what you're marketing. And sales funnel looks like now if we think of 138 00:09:41,279 --> 00:09:45,600 it as a little upside down pyramid, an upside down triangle, and at 139 00:09:45,600 --> 00:09:48,879 the top, the widest part is the people who are aware of your brand, 140 00:09:50,639 --> 00:09:54,840 and then they move through. They move down this pyramid slowly like some 141 00:09:54,840 --> 00:09:58,600 people will drop off at each stage. That's normal, but they are moving 142 00:09:58,639 --> 00:10:01,759 down this little journey and it's your job as a brand to move them down 143 00:10:01,840 --> 00:10:07,519 this pyramid. Marketing is reaching more people, so filling that top of the 144 00:10:07,559 --> 00:10:11,200 funnel. But then sales is what you do with the people who are already 145 00:10:11,200 --> 00:10:13,799 in that funnel. How you move them down through to the pointy little end 146 00:10:13,840 --> 00:10:18,399 of the funnel, where is when they are taking action. Okay, one 147 00:10:18,440 --> 00:10:22,759 of the theoretical models around this is called the Aida model. Awareness is the 148 00:10:22,799 --> 00:10:26,240 top, then the next layer down is interest, Then the next layer down 149 00:10:26,320 --> 00:10:30,559 is desire, as in they are desiring your offer, and then the last 150 00:10:30,559 --> 00:10:33,159 one is action where they are buying. So you are moving people from aware 151 00:10:33,360 --> 00:10:39,799 to interested in your brand, to desiring your offer to actually taking action and 152 00:10:39,039 --> 00:10:43,639 sales what will move those people down? Now? Back in part one of 153 00:10:43,679 --> 00:10:46,519 this episode, go back and listen to that if you haven't, because that's 154 00:10:46,559 --> 00:10:52,200 where I covered the big sales mistakes back in episode six seventy five. Too 155 00:10:52,200 --> 00:10:54,399 many people try to fill the top of this funnel, but then they don't 156 00:10:54,440 --> 00:10:58,360 think about what they are doing with the people in their audience once they are 157 00:10:58,399 --> 00:11:03,600 in the funnel. Okay. Mistake number three is you are relying on social 158 00:11:03,600 --> 00:11:07,799 media alone to grow your audience. Social media, whatever platform, I don't 159 00:11:07,840 --> 00:11:11,559 care what platform it is. For most of you, it's going to be 160 00:11:11,559 --> 00:11:15,759 more of a nurturing tool than an audience building tool. Okay, it's going 161 00:11:15,799 --> 00:11:20,240 to be a place to nurture the people who are following you rather than a 162 00:11:20,279 --> 00:11:26,759 place of discovering new people making more people aware of your brand. And that's 163 00:11:26,799 --> 00:11:28,240 fine. Great, if you want to keep posting on there and nurturing your 164 00:11:28,240 --> 00:11:31,679 audience, do that. I love doing that, but you also need to 165 00:11:31,679 --> 00:11:37,200 think about how are you intentionally getting in front of new audiences. And that's 166 00:11:37,240 --> 00:11:39,360 going to involve doing the things that feel a little bit uncomfortable, a little 167 00:11:39,360 --> 00:11:43,879 bit scary. Speaking on stages, whether that's virtual or in person, doing 168 00:11:45,039 --> 00:11:50,120 interviews on other people's podcasts, pitching the media, reaching out and doing collaborations 169 00:11:50,159 --> 00:11:54,799 with people who have a similar audience. All of these things are going to 170 00:11:54,879 --> 00:11:58,000 put you in front of new people, but they're a little bit more work 171 00:11:58,440 --> 00:12:03,919 than just posting to Instagram. And then the final part of today's episode is 172 00:12:03,960 --> 00:12:09,039 the mindset stuff, the mindset areas that are making it harder to sell. 173 00:12:09,200 --> 00:12:13,000 So this mindset can be a little bit fluffy, but bear with me if 174 00:12:13,000 --> 00:12:18,840 you're somebody who's really tangible logical strategy wise. I used to be like that, 175 00:12:18,159 --> 00:12:22,919 and now I've realized just how much of an impact mindset has on not 176 00:12:22,960 --> 00:12:28,559 only creating success in your business, but actually maintaining that success once you are 177 00:12:28,679 --> 00:12:35,279 there, without self sabotaging it all. I guess the simplest explanation for this, 178 00:12:35,279 --> 00:12:39,960 this is what really convinced me that mindset was worthwhile. So we think 179 00:12:39,960 --> 00:12:43,639 about it. Your thoughts create your feelings. So when you think something, 180 00:12:43,519 --> 00:12:48,279 if you think something bad is happening, you're going to feel probably a little 181 00:12:48,279 --> 00:12:52,200 bit anxious. Your feelings then create your actions. So if you're feeling a 182 00:12:52,240 --> 00:12:56,000 little bit anxious, you're going to take a very different action to if you 183 00:12:56,080 --> 00:13:01,720 are feeling inspired, for example, or motivated. And then your actions create 184 00:13:01,799 --> 00:13:05,600 your habits, and your habits create your life. Okay, and at a 185 00:13:05,639 --> 00:13:09,279 business level, even if it's not creating a habit, your actions are going 186 00:13:09,320 --> 00:13:13,399 to create what happens in your business. There's only so much that is within 187 00:13:13,480 --> 00:13:16,120 your control. And the only things that are within your control are really your 188 00:13:16,120 --> 00:13:22,360 thoughts and your actions. Everything else the economy, your competitors, your customers, 189 00:13:22,759 --> 00:13:26,200 you can't really control them. You can just take action that affects how 190 00:13:26,200 --> 00:13:30,759 you show up. And that's where it all comes back to your thoughts. 191 00:13:31,080 --> 00:13:33,080 So when it comes to selling, thoughts like oh, I don't want to 192 00:13:33,080 --> 00:13:37,559 annoy them, I don't want them to unsubscribe and unfollow me. What if 193 00:13:37,559 --> 00:13:41,799 my offer isn't good enough? Do I know enough? Is this too expensive? 194 00:13:41,919 --> 00:13:45,399 All of those kinds of thoughts are going to make you feel a little 195 00:13:45,399 --> 00:13:48,440 bit, you know, probably not inspired. If you're saying I don't want 196 00:13:48,440 --> 00:13:52,519 to annoy them, you're gonna then put up a post selling your offer where 197 00:13:52,639 --> 00:13:56,879 you're like you're not really selling it to the best of its ability, or 198 00:13:56,919 --> 00:14:00,519 you're gonna not talk about your offer enough. You're not going to put in 199 00:14:00,559 --> 00:14:03,159 place a good sales process because you're afraid that they're going to unsubscribe and unfollow, 200 00:14:05,320 --> 00:14:07,679 Or if you're if you worry that your offer isn't good enough, you're 201 00:14:09,039 --> 00:14:11,559 going to show up in this place of like this is not good enough, 202 00:14:11,679 --> 00:14:15,159 like a bite from me, but I don't even believe in it myself. 203 00:14:16,480 --> 00:14:18,519 So all of those thoughts create those feelings, which then create your actions, 204 00:14:18,519 --> 00:14:24,519 which then affects how you sell. And it also might be that you have 205 00:14:24,639 --> 00:14:26,799 mindset blocks around receiving money. I know a lot of people do. This 206 00:14:26,840 --> 00:14:31,080 is quite common where we actually feel a little bit guilty when somebody pays us 207 00:14:31,120 --> 00:14:35,759 for something. Or you might have some blocks around your around value. Maybe 208 00:14:35,759 --> 00:14:39,679 you think, oh, I wouldn't pay this much for this, so nobody 209 00:14:39,679 --> 00:14:45,440 else will, or maybe imposter syndrome, or you're worrying whether what you're doing 210 00:14:45,519 --> 00:14:50,080 is good enough. All of these things lead to I don't I don't know 211 00:14:50,080 --> 00:14:52,080 if this is the right word to use, but it's self sabotaging behaviors in 212 00:14:52,120 --> 00:14:56,919 some way, for example, not showing up and selling fully, not charging 213 00:14:58,320 --> 00:15:01,679 the right price for your offers. All of this leads to not selling enough. 214 00:15:03,399 --> 00:15:07,120 So I know it can be there's a lot. Mindset's a huge thing 215 00:15:07,120 --> 00:15:11,879 to unpack. I really love the book The Mountain Is You by Brianna West. 216 00:15:11,000 --> 00:15:15,679 It's a really great place to start if you want to understand how these 217 00:15:15,679 --> 00:15:18,879 things can show up in all areas of your life. And what's really interesting 218 00:15:20,000 --> 00:15:22,919 when you start to dive into it is you start to notice how the way 219 00:15:22,960 --> 00:15:26,799 that these things are showing up in your business, it's also the way that 220 00:15:26,840 --> 00:15:31,120 they show up in your relationships, in your friendships, in your family, 221 00:15:31,440 --> 00:15:37,000 in everything that you are doing. So it's worthwhile getting on top of it 222 00:15:37,279 --> 00:15:39,679 sooner rather than later. All Right, That is it for today's episode. 223 00:15:39,679 --> 00:15:43,519 If you haven't already left a rating and a review for this show, and 224 00:15:43,639 --> 00:15:48,320 you've learned something from me at all, even the tiniest little thing, I 225 00:15:48,399 --> 00:15:52,000 really would appreciate a quick rating and a review. In Apple podcasts, it 226 00:15:52,080 --> 00:15:56,320 means a lot to me. I read every single one of them, and 227 00:15:56,480 --> 00:16:00,639 I'm loving Every Tuesday I get a little email with a roundup of my reviews, 228 00:16:00,039 --> 00:16:03,399 and I, yeah, it makes my date. So please do leave 229 00:16:03,440 --> 00:16:07,279 those reviews if you haven't already. Thank you so much for listening. Catch 230 00:16:07,279 --> 00:16:07,799 you next time.