Your ideal client won't buy because they are impressed by how much knowledge you have.
Instead, they want to know that you get them. They want to
know that you have the solution to their problem. And if they don't feel
like you understand what they are struggling with, no matter how experienced you are,
how much knowledge you have, they're not going to be impressed by that.
They're probably not going to buy because of that. 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 dollars. Here,
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. You want the list to get my daily businesses. Every day,
I'll send you a bite sized prompt designed to help you grow your business
in a more intentional way. Sign up at Stephtaylor dot co, forward slash
DBB, or at the link in the show notes. Hey, welcome back
to In Perfect Action. This is episode seven hundred and sixty seven. Today
I'm sharing five must knows to sell more of your online course, group,
program, membership, or literally any other digital offer online offer. The usual
approach that I have noticed, or the usual belief that I have noticed with
online business owners is this idea that if I can just get my offer in
front of more people, then I will sell more. And sometimes, yeah,
that is the missing piece, but that is only if you have the
other essential ingredients in place and it's already converting the people that it isn't getting
in front of. If you are currently struggling to get your existing audience to
convert a bigger audience, isn't going to help you to sell more until you
make a few small shifts first. So in today's episode, I'm sharing a
few things that you need to know if you want to make more sales of
your courses, programs and memberships, if you want to convert better. These
apply regardless of how you are selling. You can use them regardless of your
sales process, but they apply especially well when you are selling in a live
launching format. If you are new here, A live launch is not something
you do just the first time. You put an offer out into the world
and you announce it and there's fireworks and champagne and confetti and yay, you
can buy my offer now. Instead, a live launch is a limited time
campaign, a limited time push where you are focusing all of your energy on
selling one particular offer, with a lead up of free content that is designed
to grow your audience with the right people for that offer, nurture them across
the magician's gap, give them everything they need to decide whether it's a good
fit for them or not, an address any hesitations that they have, and
then it gives them a clear deadline to decide by. So let's talk a
little bit about the magician's gap. This leads me beautifully into the first must
know, which is that your audience won't be ready until you make them ready.
Something that came up quite a bit in my most recent survey that I
did of my email list was this worry of my audience isn't ready. They
keep telling me they can't afford it, yet they're going to join later.
I think I have the wrong audience because they're not ready to buy from me.
But the thing is, the reason they are not ready is because you
haven't gotten them to the point where they are ready. So you need to
do this either through your free content or through your paid offers. For example,
with launch Magic, I often have people say, well, I'm not
ready to learn how to launch yet, I need to grow my audience first.
So in that case, using my free content, I can show them
how launching is a repeatable process. You don't need to wait until you have
a really big audio because it's something you can do over and over and over
again, and each time you launch, you grow your audience a little bit
more. But on the other hand, another hesitation that I have with people
coming into launch Magic is I'm not sure what to launch yet. I need
to figure out what to launch first. So I bridge this gap with one
of my other paid offers called offer Less, Sell More, where I'm helping
them to brainstorm and refine ideas for what else they can create and sell to
serve their audience. And this is all part of the magician's gap. This
is all part of that gap between where my audience is right now, where
my ideal client is right now, and where they need to be to be
ready to buy Launch Magic when I open doors. Now, I'm diving into
all of this a lot deeper in my free sneak preview of Module one of
Launch Magic in feb where you'll only get an invite if you are on the
waitlist for Launch Magic. So to join the wait list, it's free and
you'll get that invite, head on over to Steph Taylor dot co slash Magic,
or you can DM me on Instagram. I'm there at steff Taylor dot
co. Send me the word magic and I will get you added to that
waitlist so you can get invited to the Module one workshop in a couple of
weeks time. The second must know is that people won't buy simply because they
are excited about your offer and don't want to miss out. FOMO might sell
sneakers and Taylor Swift tickets, but it's not going to sell courses, programs,
memberships, or any other offer where someone has to change their behavior in
some way to solve a particular problem or get a desired outcome. Yes,
you might sign up, for example, to Launch Magic because you are excited
to launch and make more sales of your offers in a really intentional way.
But chances are that despite that excitement, you will still have natural hesitations that
it. Unless I can address those hesitations for you, you're not gonna buy
no matter how excited you are. Hesitations like what if my audience is too
small? What if I don't have enough time right now? What if I
can't make it to the live calls? And my job in my launch and
your job in your law is to make sure that the ideal client knows,
hey, yeah it's okay to launch if you've got a small audience, and
yeah, you've got lifetime access to the content, So even if you're really
busy right now, you can still work through it all at your own pace.
And that's cool if you can't make it to the live calls, because
you can submit your questions ahead of time and I'll answer them for you to
watch in the recording. So notice how I'm addressing those hesitations and questions that
you might have. Rather than just going on about how much value there is
in the live calls and how great it is to learn live, I'm also
telling you that, yeah, if one of your hesitations is that you can't
make it live, that's okay. There's a solution to that, you're still
going to get value out of it. The third must know if your ideal
client has unanswered questions, they are still not going to buy. For example,
I was recently doing a bit of research. I was looking to buy
some new thermal base layers for when I go skiing, and I was considering
buying a base layer top. But on the website it didn't have the care
instructions. It didn't tell me do I need to hand wash this? Can
it go through the washing machine? Like? How hard is it going to
be to wash these things? I'm going traveling. I don't really want to
be hand washing all of my thermals. The website didn't answer my questions,
so I didn't buy them. If someone isn't sure about any part of your
offer, they are unlikely to take the risk and buy it. So we
need to give them an avenue to ask their questions, and we also need
to pre empt some questions. But we want to give them an avenue to
ask specific questions to their situation. For example, in the live webinar,
if you're teaching a live webinar or a masterclass, having a Q and a
section at the end, is the greatest avenue for this because they are in
a situation where they are seeing other people asking questions. It's a safe space.
They might be getting their questions answered when somebody else asks the same question.
Another thing you can do is in your card open emails, so the
emails that you send when doors are open during a launch, you can ask
them to hit reply and ask you their question. You can put a chat
box on your sales page that might help. You can ask them to DM
you with questions. You can look at the people who clicked on your emails
and viewed the sales page and didn't buy and email them directly and ask them,
hey, I noticed you had a look and didn't buy. Do you
have any questions that I can answer for you. The fourth must know your
ideal client won't buy because they are impressed by how much knowledge you have.
Instead, they want to know that you get them. They want to know
that you have the solution to their problem. And if they don't feel like
you understand what they are struggling with, no matter how experienced you are,
how much knowledge you have, they're not going to be impressed by that.
They're probably not going to buy because of that I also want to digress a
little bit here. Dumping all of your knowledge into a course and putting in
all of the lessons and modules and explore like making it just so jam packed
full of value. That's not what makes it valuable. Value to your ideal
client is a clear path where you have identified exactly what they need and you
have removed everything that doesn't get them there faster. They don't have a lot
of time to spend. We are all super busy these days, so they
want the shortcuts. They are paying you for the shortcut, They are not
paying you for the information. And if you can't narrow it down, that
is a sign that you don't know your ideal client well enough and that you
should join me in my free workshop later this month where I am teaching module
one of Launch Magic Live and Free. You need to be on the waitlist
to get an invite for that. DM me the word magic on Instagram.
I'm there at stephtaylor dot co. Or head on over to stephtaylor dot co
slash Magic and get on the waitlist there to get an invite. Now,
instead of using your free content in the lead up to Doors Open as a
way to demonstrate how much you know about your topic, how can you maybe
start to use it as a way to show your ideal client how much you
understand what they are experiencing, how well you know the problem they are experiencing,
how much you know about their personal experience of that specific problem, and
then show them that you have a solution that is going to work for them
despite all of the other things that they have already tried not working. Number
five, the fifth and final must know is that your ideal client needs a
deadline to buy. And deadlines get such a bad rap for being unethical and
being a high pressure sales tactic, But in my opinion, they are only
unethical when they are a fake deadline, or when they are used to pressure
somebody into buying something that is not a good fit for them and you don't
have a cooling off or a refund policy available for them. An ethical deadline
is when doors are legitimately closing, or the bonus is legitimately disappearing, or
the price is going up, or they have to join by this date because
the first live call is happening that day. Okay, And the reason that
we need a deadline is because humans, naturally, we are going to put
off something that is uncomfortable. Our brains are wired to just maintain the status
quote, to do what we have always done, and changing our behavior,
like you are going to be requiring your ideal client to do inside your offer
and spending money. Both of those things are really uncomfortable. For example,
paying bills. Our bills have a due date on them because otherwise we would
probably just never pay them because paying money is not really something we want to
do. It's not a pleasant thing for most of us, so people put
them off for as long as possible. Going to the dentist. I delayed
getting an annual dental check up for three years because I didn't want to go,
even though I knew it was important. I knew that, you know,
I value my teeth, I value my smile, but I still put
it off because there was no deadline. But suddenly, when we have a
deadline to act, we do the thing. When we have toothache, Then
we go to the dentist when we have the due date. We pay our
bills on time because we want to avoid the late fee or the interest.
And the only time when you really don't need a deadline in your offer is
when it's an inherently painful problem. For example, I love to use this
one as an example. My friend Riz from found Legal. She has some
templates called the Copycat Kit, which are legal templates you can use like cease
and desist templates and that kind of thing for when you have discovered that somebody
has copied your intellectual property. And that when you've discovered that somebody has ripped
off your content or your program or whatever they've copied from you, that's a
pretty painful problem that you want to go away urgently. So you don't need
an external deadline because that deadline is within you. It's inherently painful, but
in most other cases, you need a deadline to take action. Right your
ideal client needs a deadline to take action. So if you are ready to
stop to create a rinsom repeat launch strategy that is a more sustainable, successful
way to sell your courses and programs and memberships. Doors open to Launch Magic
on the twenty second of feb and I'm running a free sneak preview where I'm
teaching Module one live to anybody who is on the weight lift. You need
to be on the waitlist to get an invite to that later in feb dm
me the word magic. I'm there on Instagram at stephtaylor dot co or head
on over to stephtaylor dot co slash Magic. Both of those ways will get
you on the waitlist so you will get an invite to that Module one Workshop
Live. I hope to see you there. If you're not already subscribed to
the show, hit the follow button so you get each new episode straight to
your podcast app every Monday, Wednesday and Friday. Thank you so much for
listening. Catch you next time.