Why No One’s Buying: 5 Mistakes that Kill Your Conversions
If you’ve ever had a hard time getting a client, you might be tempted to wonder if you’re any good at what you do.
Or worse…doubt you’re cut out for business.
Most likely, however, the problem isn’t you. Most likely, the problem is your marketing. [Insert big sigh of relief here.]
So, sit with me while I walk you through 5 marketing blunders that might be causing your prospects to slip right through your fingers…
Mistake #1 – They’re not clear on the results they get
You must have 100% clarity about who the heck your ideal client is and what her results will be from what you do. That means it’s not about the components of what you offer. It’s about what results s/he gets from what you offer.
This is always the first point of the conversation or the copy. Not the cost. Not the great workbooks they get. It’s about your clients and their results.
Mistake #2 – You offer too many calls to action
I recently visited the website of a life coach.
On the main page, she offered a link to her favorite new book, another link to some colleagues’ websites, a downloadable free guide to de-cluttering, and a whole bunch of payment options for her to be your coach.
It was exhausting!
Remember this: A confused customer never buys.
Many solo business owners suffer from a “fear of being clear.” They believe that if they don’t offer every possible option, they might miss out on someone. They insist that this is all about abundance. Hey, the world is full of options, and people love options!
In truth, it is the ultimate lack mentality. It’s the fear of being clear. Clarity is the ultimate wealth mindset. In every communication with your prospect, you must know the answer to this question:
What is the one thing you want your prospect to do FIRST?
Mistake #3 – You hide your expertise
One of the keys to making lots more money in your business is positioning yourself as an expert.
At first, this can be a huge stumbling block. Many of us have been raised to believe that if we’re any good, people will find us magically.
Plus, we’re scared of bragging.
But here’s the good news. Positioning is not bragging. It’s much more organic.
Positioning combines credibility, authenticity, expertise, testimonials, success stories and even lifestyle to create a marketing message that establishes you as a go-to person in your field.
Mistake #4 – You fire-hose them
Okay, take a deep breath. This one’s a biggie.
Some folks get a little freaked out when they begin charging money or even when they post their first free offer.
So they become like the party hostess who runs around trying so hard to make sure everyone’s having a good time that they drive people away because they’re trying too hard.
Their free offer is 423 pages, plus a workbook, plus an audio and video training, too. They create packages promising you late night calls, early morning calls, their cell phone number – and their first-born.
Two problems here:
First, most people can’t process all of that. It overwhelms them. You want to engage with them, not fire-hose them.
The second problem is that you’ll eventually despise your clients if they DO sign up for your program! You can’t possibly deliver on everything!
Again, we’re dealing with a fear/lack mentality. You have to take time to think clearly and strategically. What would most serve people – and what would be do-able for you to deliver on?
Mistake #5 – You wait for them to make the first move
“So, like, just call me if you ever find that you’re ready to, you know, talk about working with me. I’m here anytime.”
Does this sound like you? (Okay, you can remove the “like” and the “you know.” You’d never talk like that.)
If so, then it’s no wonder you don’t have clients!
Why is that? Well, your prospects want to know what they should do and when. You need to learn how to make offers. This doesn’t mean getting pushy or selling hard.
It means you must provide clear instructions for how to become your client. You must tell your prospect what to do next and when.
NOW YOU! Are you making any of these five mistakes? And most important… what ONE THING will you change now that you know better?
Christine Kane is the Mentor to People Who are Changing the World. She helps women and men Uplevel their lives, their businesses and their success. Her weekly Uplevel You eZine goes out to over 32,000 subscribers. If you are ready to take your life and your world to the next level, you can sign up for a FREE subscription at http://christinekane.com.