You’ve created a short-term “no-brainer offer”, and promoted it across your social media accounts and in emails to your list.
- Tweeted your offer at least 4 times per day over the duration of the offer (making sure that Twitter users in each of the 4 core usage times saw the promotion)
- Posted it from your Facebook business page and your Linked in account once on each day of the offer
- Sent daily emails to your community
- And possibly even invested in Pay-Per-Click ads
But your prospects are not buying… what went wrong?
First of all, congratulations on getting your offer out there, and stepping outside of your comfort zone to promote it. Very few people even get this far; fearing that they’ll upset their potential clients by being “too salesy”
If you didn’t make any sales, it could be for a number of reasons;
#1: Your message to market match isn’t aligned
The problem: Are you talking the language that your audience speak to describe their ‘pains’ and ‘ideal vision’? Are you correctly identifying what their pains are that they are driven to act on, and getting them to feel those pains enough to compell them into action?
The solution: Asking your audience to complete an anonymous survey can be a very powerful tool for identifying their biggest issues. When I’ve coached my mentoring clients through surveying their audience, the pain they thought their audience would be most compelled to act on, is very rarely the reality.
#2: Your audience don’t feel a connection with you
The problem: Do your followers and subscribers feel they have a relationship with you? Are you making time to build relationships and demonstrate you care about them and their results?
If you are not making time to interact personally with your social media connections, and send value adding content to your email subscribers, they may feel that you only care about their money, and not them personally.
The solution: Follow the 75%/25% ratio for all of your output; ensuring that 75% is of service to your audience; sharing tips, ideas and observations that benefit them in some way, and no more than 25% of your output is of benefit to you (asking for input or sales)
You should also aim to interact directly with your audience (by engaging in conversations about them with no expectation on your part) 400% more than you broadcast. People will only take an interest in and care about you and what you offer, when they feel that you care about them.
#3: The offer isn’t compelling
The problem: Did your marketing clearly demonstrate the value of fast action to secure your offer? Did you apply the law of scarcity? Were there only a few places available, or the discount only available for a few days?
Was the offer itself compelling? 10% off doesn’t cut it anymore, but you don’t even need to discount if you bundle extra value into the offer. The perceived value needs to be high, but that doesn’t mean you should be selling at a loss or virtually zero profit.
The solution: In order for people to jump now to buy, you need to give them a reason to do so. Clearly stating that there are a limited number of places, so only the first xx people get to benefit, or making your offer time sensitive means they are more likely to want to take action now.
That said, very few people will take action until the last minute. So always send a final email 12 hours before the offer ends, to give people notice that it is now or never. We often make 75% of our total sales in the last few hours before the offer closes.
Don’t forget to count down in your social media promotion too. If your followers saw your original post/tweet, and thought “I’ll do that later”, they’ll be grateful to receive a nudge to remind them.
#3.5: If all else fails, raise your prices!
And finally, if you can tick all the above and you’re still not getting sales, it might be time to start charging more!
If your pricing is not congruent with your positioning, that can also be a reason why people don’t buy. Either they’ll think the offer is too good to be true, so won’t buy out of suspicion, or their expectations of the value you are offering will be too low to convince them to buy from you.
Online marketing is an interesting game, huh?