1 00:00:00,120 --> 00:00:04,360 Your ideal client won't buy because they are impressed by how much knowledge you have. 2 00:00:05,040 --> 00:00:07,839 Instead, they want to know that you get them. They want to 3 00:00:07,879 --> 00:00:12,439 know that you have the solution to their problem. And if they don't feel 4 00:00:12,439 --> 00:00:16,600 like you understand what they are struggling with, no matter how experienced you are, 5 00:00:16,640 --> 00:00:19,280 how much knowledge you have, they're not going to be impressed by that. 6 00:00:19,320 --> 00:00:24,640 They're probably not going to buy because of that. Welcome to imperfect Action. 7 00:00:24,879 --> 00:00:28,519 I'm Steph Taylor. For years, I read all the books, downloaded 8 00:00:28,559 --> 00:00:32,479 all the freebies, and did all the courses, but it wasn't until I 9 00:00:32,479 --> 00:00:36,840 started taking imperfect action that my business had its first million dollars. Here, 10 00:00:38,039 --> 00:00:44,320 imperfect action is about doing things before you're ready, prioritizing consistent action over perfect 11 00:00:44,359 --> 00:00:48,320 action, and moving forward even when you're not sure you're doing it right. 12 00:00:49,359 --> 00:00:53,960 On this show, you can expect mindset advice, actionable marketing tips and strategies 13 00:00:53,960 --> 00:00:57,960 to build a business that brings you more profit, more freedom, and even 14 00:00:58,000 --> 00:01:03,840 more joy. You want the list to get my daily businesses. Every day, 15 00:01:03,880 --> 00:01:07,120 I'll send you a bite sized prompt designed to help you grow your business 16 00:01:07,159 --> 00:01:11,480 in a more intentional way. Sign up at Stephtaylor dot co, forward slash 17 00:01:11,560 --> 00:01:18,359 DBB, or at the link in the show notes. Hey, welcome back 18 00:01:18,359 --> 00:01:22,280 to In Perfect Action. This is episode seven hundred and sixty seven. Today 19 00:01:22,400 --> 00:01:26,599 I'm sharing five must knows to sell more of your online course, group, 20 00:01:26,640 --> 00:01:33,680 program, membership, or literally any other digital offer online offer. The usual 21 00:01:33,760 --> 00:01:37,519 approach that I have noticed, or the usual belief that I have noticed with 22 00:01:37,599 --> 00:01:41,920 online business owners is this idea that if I can just get my offer in 23 00:01:41,959 --> 00:01:46,239 front of more people, then I will sell more. And sometimes, yeah, 24 00:01:46,319 --> 00:01:49,120 that is the missing piece, but that is only if you have the 25 00:01:49,359 --> 00:01:53,599 other essential ingredients in place and it's already converting the people that it isn't getting 26 00:01:53,599 --> 00:01:57,799 in front of. If you are currently struggling to get your existing audience to 27 00:01:57,840 --> 00:02:04,079 convert a bigger audience, isn't going to help you to sell more until you 28 00:02:04,200 --> 00:02:07,159 make a few small shifts first. So in today's episode, I'm sharing a 29 00:02:07,199 --> 00:02:09,599 few things that you need to know if you want to make more sales of 30 00:02:09,599 --> 00:02:14,319 your courses, programs and memberships, if you want to convert better. These 31 00:02:14,360 --> 00:02:17,879 apply regardless of how you are selling. You can use them regardless of your 32 00:02:17,919 --> 00:02:23,680 sales process, but they apply especially well when you are selling in a live 33 00:02:23,960 --> 00:02:28,319 launching format. If you are new here, A live launch is not something 34 00:02:28,360 --> 00:02:30,560 you do just the first time. You put an offer out into the world 35 00:02:31,000 --> 00:02:36,599 and you announce it and there's fireworks and champagne and confetti and yay, you 36 00:02:36,599 --> 00:02:39,840 can buy my offer now. Instead, a live launch is a limited time 37 00:02:40,080 --> 00:02:44,240 campaign, a limited time push where you are focusing all of your energy on 38 00:02:44,319 --> 00:02:49,639 selling one particular offer, with a lead up of free content that is designed 39 00:02:49,680 --> 00:02:53,240 to grow your audience with the right people for that offer, nurture them across 40 00:02:53,240 --> 00:02:57,159 the magician's gap, give them everything they need to decide whether it's a good 41 00:02:57,159 --> 00:03:00,800 fit for them or not, an address any hesitations that they have, and 42 00:03:00,840 --> 00:03:05,840 then it gives them a clear deadline to decide by. So let's talk a 43 00:03:05,879 --> 00:03:09,719 little bit about the magician's gap. This leads me beautifully into the first must 44 00:03:09,840 --> 00:03:15,159 know, which is that your audience won't be ready until you make them ready. 45 00:03:15,960 --> 00:03:20,039 Something that came up quite a bit in my most recent survey that I 46 00:03:20,080 --> 00:03:25,039 did of my email list was this worry of my audience isn't ready. They 47 00:03:25,159 --> 00:03:29,199 keep telling me they can't afford it, yet they're going to join later. 48 00:03:29,680 --> 00:03:31,719 I think I have the wrong audience because they're not ready to buy from me. 49 00:03:31,800 --> 00:03:36,199 But the thing is, the reason they are not ready is because you 50 00:03:36,280 --> 00:03:38,759 haven't gotten them to the point where they are ready. So you need to 51 00:03:38,759 --> 00:03:44,120 do this either through your free content or through your paid offers. For example, 52 00:03:44,680 --> 00:03:47,319 with launch Magic, I often have people say, well, I'm not 53 00:03:47,360 --> 00:03:51,280 ready to learn how to launch yet, I need to grow my audience first. 54 00:03:51,639 --> 00:03:53,840 So in that case, using my free content, I can show them 55 00:03:53,960 --> 00:03:59,199 how launching is a repeatable process. You don't need to wait until you have 56 00:03:59,240 --> 00:04:01,639 a really big audio because it's something you can do over and over and over 57 00:04:01,719 --> 00:04:04,879 again, and each time you launch, you grow your audience a little bit 58 00:04:04,919 --> 00:04:10,599 more. But on the other hand, another hesitation that I have with people 59 00:04:10,639 --> 00:04:14,439 coming into launch Magic is I'm not sure what to launch yet. I need 60 00:04:14,439 --> 00:04:17,240 to figure out what to launch first. So I bridge this gap with one 61 00:04:17,240 --> 00:04:20,959 of my other paid offers called offer Less, Sell More, where I'm helping 62 00:04:21,040 --> 00:04:27,319 them to brainstorm and refine ideas for what else they can create and sell to 63 00:04:27,600 --> 00:04:30,920 serve their audience. And this is all part of the magician's gap. This 64 00:04:30,000 --> 00:04:33,560 is all part of that gap between where my audience is right now, where 65 00:04:33,560 --> 00:04:38,040 my ideal client is right now, and where they need to be to be 66 00:04:38,160 --> 00:04:42,480 ready to buy Launch Magic when I open doors. Now, I'm diving into 67 00:04:42,480 --> 00:04:46,079 all of this a lot deeper in my free sneak preview of Module one of 68 00:04:46,160 --> 00:04:49,839 Launch Magic in feb where you'll only get an invite if you are on the 69 00:04:49,879 --> 00:04:54,360 waitlist for Launch Magic. So to join the wait list, it's free and 70 00:04:54,399 --> 00:04:57,800 you'll get that invite, head on over to Steph Taylor dot co slash Magic, 71 00:04:57,920 --> 00:05:00,720 or you can DM me on Instagram. I'm there at steff Taylor dot 72 00:05:00,720 --> 00:05:03,079 co. Send me the word magic and I will get you added to that 73 00:05:03,120 --> 00:05:08,439 waitlist so you can get invited to the Module one workshop in a couple of 74 00:05:08,439 --> 00:05:13,800 weeks time. The second must know is that people won't buy simply because they 75 00:05:13,800 --> 00:05:16,839 are excited about your offer and don't want to miss out. FOMO might sell 76 00:05:16,879 --> 00:05:20,240 sneakers and Taylor Swift tickets, but it's not going to sell courses, programs, 77 00:05:20,279 --> 00:05:25,079 memberships, or any other offer where someone has to change their behavior in 78 00:05:25,120 --> 00:05:29,800 some way to solve a particular problem or get a desired outcome. Yes, 79 00:05:30,240 --> 00:05:33,800 you might sign up, for example, to Launch Magic because you are excited 80 00:05:33,839 --> 00:05:38,279 to launch and make more sales of your offers in a really intentional way. 81 00:05:38,879 --> 00:05:43,839 But chances are that despite that excitement, you will still have natural hesitations that 82 00:05:43,959 --> 00:05:46,959 it. Unless I can address those hesitations for you, you're not gonna buy 83 00:05:47,040 --> 00:05:50,680 no matter how excited you are. Hesitations like what if my audience is too 84 00:05:50,720 --> 00:05:54,759 small? What if I don't have enough time right now? What if I 85 00:05:54,759 --> 00:05:58,800 can't make it to the live calls? And my job in my launch and 86 00:05:58,879 --> 00:06:02,480 your job in your law is to make sure that the ideal client knows, 87 00:06:02,800 --> 00:06:05,360 hey, yeah it's okay to launch if you've got a small audience, and 88 00:06:05,639 --> 00:06:09,720 yeah, you've got lifetime access to the content, So even if you're really 89 00:06:09,720 --> 00:06:12,759 busy right now, you can still work through it all at your own pace. 90 00:06:13,199 --> 00:06:15,240 And that's cool if you can't make it to the live calls, because 91 00:06:15,279 --> 00:06:18,399 you can submit your questions ahead of time and I'll answer them for you to 92 00:06:18,439 --> 00:06:25,680 watch in the recording. So notice how I'm addressing those hesitations and questions that 93 00:06:25,720 --> 00:06:30,079 you might have. Rather than just going on about how much value there is 94 00:06:30,120 --> 00:06:32,720 in the live calls and how great it is to learn live, I'm also 95 00:06:33,120 --> 00:06:36,560 telling you that, yeah, if one of your hesitations is that you can't 96 00:06:36,600 --> 00:06:41,839 make it live, that's okay. There's a solution to that, you're still 97 00:06:41,879 --> 00:06:46,120 going to get value out of it. The third must know if your ideal 98 00:06:46,160 --> 00:06:50,199 client has unanswered questions, they are still not going to buy. For example, 99 00:06:50,720 --> 00:06:54,680 I was recently doing a bit of research. I was looking to buy 100 00:06:54,759 --> 00:06:59,279 some new thermal base layers for when I go skiing, and I was considering 101 00:06:59,439 --> 00:07:02,920 buying a base layer top. But on the website it didn't have the care 102 00:07:03,000 --> 00:07:05,839 instructions. It didn't tell me do I need to hand wash this? Can 103 00:07:05,879 --> 00:07:09,639 it go through the washing machine? Like? How hard is it going to 104 00:07:09,680 --> 00:07:12,680 be to wash these things? I'm going traveling. I don't really want to 105 00:07:12,680 --> 00:07:15,279 be hand washing all of my thermals. The website didn't answer my questions, 106 00:07:15,279 --> 00:07:19,399 so I didn't buy them. If someone isn't sure about any part of your 107 00:07:19,480 --> 00:07:23,480 offer, they are unlikely to take the risk and buy it. So we 108 00:07:23,519 --> 00:07:27,199 need to give them an avenue to ask their questions, and we also need 109 00:07:27,240 --> 00:07:30,120 to pre empt some questions. But we want to give them an avenue to 110 00:07:30,160 --> 00:07:33,360 ask specific questions to their situation. For example, in the live webinar, 111 00:07:33,360 --> 00:07:36,639 if you're teaching a live webinar or a masterclass, having a Q and a 112 00:07:36,720 --> 00:07:41,240 section at the end, is the greatest avenue for this because they are in 113 00:07:41,279 --> 00:07:45,399 a situation where they are seeing other people asking questions. It's a safe space. 114 00:07:45,720 --> 00:07:48,480 They might be getting their questions answered when somebody else asks the same question. 115 00:07:49,000 --> 00:07:53,360 Another thing you can do is in your card open emails, so the 116 00:07:53,399 --> 00:07:57,480 emails that you send when doors are open during a launch, you can ask 117 00:07:57,519 --> 00:08:01,680 them to hit reply and ask you their question. You can put a chat 118 00:08:01,720 --> 00:08:05,439 box on your sales page that might help. You can ask them to DM 119 00:08:05,480 --> 00:08:09,800 you with questions. You can look at the people who clicked on your emails 120 00:08:09,800 --> 00:08:13,800 and viewed the sales page and didn't buy and email them directly and ask them, 121 00:08:13,000 --> 00:08:16,639 hey, I noticed you had a look and didn't buy. Do you 122 00:08:16,720 --> 00:08:20,759 have any questions that I can answer for you. The fourth must know your 123 00:08:20,800 --> 00:08:24,800 ideal client won't buy because they are impressed by how much knowledge you have. 124 00:08:26,519 --> 00:08:28,439 Instead, they want to know that you get them. They want to know 125 00:08:28,480 --> 00:08:33,039 that you have the solution to their problem. And if they don't feel like 126 00:08:33,120 --> 00:08:37,039 you understand what they are struggling with, no matter how experienced you are, 127 00:08:37,080 --> 00:08:39,759 how much knowledge you have, they're not going to be impressed by that. 128 00:08:39,799 --> 00:08:45,360 They're probably not going to buy because of that I also want to digress a 129 00:08:45,399 --> 00:08:50,000 little bit here. Dumping all of your knowledge into a course and putting in 130 00:08:50,039 --> 00:08:52,399 all of the lessons and modules and explore like making it just so jam packed 131 00:08:52,399 --> 00:08:56,759 full of value. That's not what makes it valuable. Value to your ideal 132 00:08:56,799 --> 00:09:01,840 client is a clear path where you have identified exactly what they need and you 133 00:09:01,879 --> 00:09:05,159 have removed everything that doesn't get them there faster. They don't have a lot 134 00:09:05,159 --> 00:09:09,559 of time to spend. We are all super busy these days, so they 135 00:09:09,600 --> 00:09:11,039 want the shortcuts. They are paying you for the shortcut, They are not 136 00:09:11,080 --> 00:09:15,440 paying you for the information. And if you can't narrow it down, that 137 00:09:15,559 --> 00:09:18,559 is a sign that you don't know your ideal client well enough and that you 138 00:09:18,559 --> 00:09:22,320 should join me in my free workshop later this month where I am teaching module 139 00:09:22,360 --> 00:09:26,480 one of Launch Magic Live and Free. You need to be on the waitlist 140 00:09:26,519 --> 00:09:28,840 to get an invite for that. DM me the word magic on Instagram. 141 00:09:28,879 --> 00:09:33,320 I'm there at stephtaylor dot co. Or head on over to stephtaylor dot co 142 00:09:33,480 --> 00:09:37,600 slash Magic and get on the waitlist there to get an invite. Now, 143 00:09:37,720 --> 00:09:41,679 instead of using your free content in the lead up to Doors Open as a 144 00:09:41,720 --> 00:09:45,440 way to demonstrate how much you know about your topic, how can you maybe 145 00:09:45,559 --> 00:09:48,960 start to use it as a way to show your ideal client how much you 146 00:09:48,320 --> 00:09:52,919 understand what they are experiencing, how well you know the problem they are experiencing, 147 00:09:54,200 --> 00:09:58,840 how much you know about their personal experience of that specific problem, and 148 00:09:58,879 --> 00:10:01,000 then show them that you have a solution that is going to work for them 149 00:10:01,480 --> 00:10:07,200 despite all of the other things that they have already tried not working. Number 150 00:10:07,200 --> 00:10:11,120 five, the fifth and final must know is that your ideal client needs a 151 00:10:11,240 --> 00:10:16,039 deadline to buy. And deadlines get such a bad rap for being unethical and 152 00:10:16,080 --> 00:10:20,559 being a high pressure sales tactic, But in my opinion, they are only 153 00:10:20,639 --> 00:10:24,440 unethical when they are a fake deadline, or when they are used to pressure 154 00:10:24,440 --> 00:10:26,799 somebody into buying something that is not a good fit for them and you don't 155 00:10:26,840 --> 00:10:31,200 have a cooling off or a refund policy available for them. An ethical deadline 156 00:10:31,399 --> 00:10:35,639 is when doors are legitimately closing, or the bonus is legitimately disappearing, or 157 00:10:35,679 --> 00:10:39,200 the price is going up, or they have to join by this date because 158 00:10:39,240 --> 00:10:43,399 the first live call is happening that day. Okay, And the reason that 159 00:10:43,440 --> 00:10:46,720 we need a deadline is because humans, naturally, we are going to put 160 00:10:46,759 --> 00:10:52,759 off something that is uncomfortable. Our brains are wired to just maintain the status 161 00:10:52,799 --> 00:10:56,279 quote, to do what we have always done, and changing our behavior, 162 00:10:56,480 --> 00:11:01,600 like you are going to be requiring your ideal client to do inside your offer 163 00:11:01,559 --> 00:11:07,480 and spending money. Both of those things are really uncomfortable. For example, 164 00:11:07,559 --> 00:11:11,200 paying bills. Our bills have a due date on them because otherwise we would 165 00:11:11,240 --> 00:11:16,559 probably just never pay them because paying money is not really something we want to 166 00:11:16,559 --> 00:11:20,159 do. It's not a pleasant thing for most of us, so people put 167 00:11:20,159 --> 00:11:24,519 them off for as long as possible. Going to the dentist. I delayed 168 00:11:24,559 --> 00:11:28,320 getting an annual dental check up for three years because I didn't want to go, 169 00:11:28,440 --> 00:11:31,960 even though I knew it was important. I knew that, you know, 170 00:11:31,000 --> 00:11:35,240 I value my teeth, I value my smile, but I still put 171 00:11:35,240 --> 00:11:39,360 it off because there was no deadline. But suddenly, when we have a 172 00:11:39,360 --> 00:11:41,360 deadline to act, we do the thing. When we have toothache, Then 173 00:11:41,399 --> 00:11:45,120 we go to the dentist when we have the due date. We pay our 174 00:11:45,120 --> 00:11:48,120 bills on time because we want to avoid the late fee or the interest. 175 00:11:48,759 --> 00:11:54,080 And the only time when you really don't need a deadline in your offer is 176 00:11:54,120 --> 00:11:58,120 when it's an inherently painful problem. For example, I love to use this 177 00:11:58,159 --> 00:12:01,960 one as an example. My friend Riz from found Legal. She has some 178 00:12:01,039 --> 00:12:05,840 templates called the Copycat Kit, which are legal templates you can use like cease 179 00:12:05,879 --> 00:12:09,679 and desist templates and that kind of thing for when you have discovered that somebody 180 00:12:09,759 --> 00:12:16,559 has copied your intellectual property. And that when you've discovered that somebody has ripped 181 00:12:16,600 --> 00:12:20,639 off your content or your program or whatever they've copied from you, that's a 182 00:12:20,639 --> 00:12:24,919 pretty painful problem that you want to go away urgently. So you don't need 183 00:12:26,039 --> 00:12:30,440 an external deadline because that deadline is within you. It's inherently painful, but 184 00:12:30,519 --> 00:12:33,000 in most other cases, you need a deadline to take action. Right your 185 00:12:33,039 --> 00:12:39,320 ideal client needs a deadline to take action. So if you are ready to 186 00:12:39,799 --> 00:12:43,960 stop to create a rinsom repeat launch strategy that is a more sustainable, successful 187 00:12:45,039 --> 00:12:50,080 way to sell your courses and programs and memberships. Doors open to Launch Magic 188 00:12:50,120 --> 00:12:56,440 on the twenty second of feb and I'm running a free sneak preview where I'm 189 00:12:56,480 --> 00:13:00,399 teaching Module one live to anybody who is on the weight lift. You need 190 00:13:00,440 --> 00:13:03,960 to be on the waitlist to get an invite to that later in feb dm 191 00:13:03,000 --> 00:13:07,759 me the word magic. I'm there on Instagram at stephtaylor dot co or head 192 00:13:07,759 --> 00:13:09,840 on over to stephtaylor dot co slash Magic. Both of those ways will get 193 00:13:09,879 --> 00:13:15,559 you on the waitlist so you will get an invite to that Module one Workshop 194 00:13:15,799 --> 00:13:18,799 Live. I hope to see you there. If you're not already subscribed to 195 00:13:18,840 --> 00:13:22,039 the show, hit the follow button so you get each new episode straight to 196 00:13:22,080 --> 00:13:24,879 your podcast app every Monday, Wednesday and Friday. Thank you so much for 197 00:13:24,960 --> 00:13:26,279 listening. Catch you next time.