When marketing doesn’t work we’re quick to blame the technical pieces.

Maybe it was the strategy, or the funnel, or how I set up my ad.

But in reality, the problem usually doesn’t lie in the technical.

Typically, it lies in the fact that your messaging is way off base.

Maybe you haven’t gone deep enough, or maybe you’re positioning 0the offer wrong.

Or maybe – and I’m not saying this to be mean – it’s just that your offer truly isn’t as great as you think it is.

If the offer is truly what’s broken, shifting your strategy will not fix anything.

In today’s episode, I’m walking you through how to diagnose if your offer is really the problem, and what steps you can take to improve it.

Want to share your thoughts on today’s episode with me? Head over to my Instagram @emilyhirsh and leave a comment on my latest post!

If you need support with making sure your messaging truly connects with your audience, head over to helpmystrategy.com to apply to work with Team Hirsh!

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Emily Hirsh:

Hello my friends, welcome back to the podcast. Hope you’re having a fabulous week and staying super productive. This week specifically, I am a little fried from just content. Actually, as of the time of recording this, we are doing our live podcast popup series, which with that has come live Q and A’s, a ton of fun group engagement, and I really have had so much fun just providing value in there and connecting with people and the experience. But I also am fried because creating content like that is a lot harder than you think. And then you think you can do your normal work week, and all your tasks and meetings, and create content, and I just want to like lay on the floor of my office and just lay there and rest for a second. Does anybody else do that? Sometimes I just want to lay on the floor, like my back, not like hurt’s, just like, I don’t want to sit in my chair anymore. Is that really weird? That might be like the weirdest thing I’ve told you about myself. Hopefully other people will do that, but I do that sometimes when I get just like, fried and I need to like move away from the computer, but I don’t want to go out of my office because then my kids will find me and I’ll have to, you know, be with them with their nanny for 20 minutes while we talk and I just wanna like lay on the floor. Is that super weird? Probably super weird. 

Anyways, today we’re talking about is the problem your offer? Is the problem with your conversions, your actual offer, or the messaging around your offer? So not just the offer itself, but the messaging around it. And by offer, I actually mean what your Facebook ad is going to. And so that could actually mean like your webinar, the title, the content of your webinar, or it could be your sales, whatever you’re trying to send your ad traffic to and offer them to either take action or, um, buy something, sign up for something, whatever it is is that the problem, this is kind of inspired because we had a conversation on one of our ads team meetings where we are always brainstorming. So super cool. Our team can, our team comes together once a week and we encourage ads managers to say like, Hey, I have this account. This is not converting. Does anybody have any ideas? And then they get like 10 other ads managers and senior strategists with their eyes on the account. And it’s able to help them create some stress, come up with strategies that maybe they wouldn’t have thought of. And it’s a really powerful thing for our team and our clients.

But one of them was a client who has a very successful funnel, launched a new funnel and it wasn’t quite converting yet. And it’s a webinar funnel. And the ads manager was like, well, I’m running it to like all the audiences that are working for this other funnel and it’s not working. And we talked through how, like most likely if you’re targeting a bunch of audiences that, you know, work because you’ve proven them with a different offer, a different funnel, and now you launch the new one. It’s not working like it’s most likely the messaging it’s likely the offer, the offer the ad is providing and the messaging around it is the problem. And not necessarily the strategy or the targeting. And so you have to consider this. And one comment I got when I was doing interviews with our ignite students was people were like, I put together a strategy in the past and I followed a template.

I followed a guide and I launched it and it didn’t work. And like, I feel so frustrated when I think my marketing is going to work and it’s going to convert and I’m doing everything I think I should. And then I launch it and it doesn’t work. And then I’m totally frozen and stuck. So if you ever been there before, because I think that’s a really common experience for people where you follow a template, you follow advice and like the problem with marketing that I, one of the reasons I love it, but one of the reasons why it can be so overwhelming is there so many moving parts and there is so many details and small, like things of like, you could do it this way. You could do it that way. You could price it this way. You could do this. And like, so it gets so overwhelming.

So you finally pick one and you think like, this is going to be awesome and it’s going to convert like this. And you maybe even, you know, follow our process and set your goals and you have all this in mind and then it doesn’t work. And you’re like frozen for a second. And sometimes that happens because of your messaging and the way you’re positioning your offer. And it might not even be because of the offer itself, but just the way it’s being positioned. A lot of people think they know who their ideal client or customer is and what their messaging should be. But then when they get started, they realize like they’re just barely scratching the surface and they have so much room to dive deeper and do better with their strategy and with the way they speak to this person and their messaging behind it.

And all of those components that they, you know, they get started, they think it’s going to work one way and then they get into it. And they’re like, wow, I’ve like so much room for improvement so much that I can do. And a lot of it comes down to you think, you know, your ideal client, you think, you know, or your customer, you think, you know exactly what they’re going to want. And then you’re like, Oh man, I’m getting all this feedback, all this Intel. And I’m, I’m barely scratching the surface. I have so much work that I can do now. I think for people it’s really easy to blame tactical things. Like I must be targeting the wrong audiences or my funnel must totally be trash and it just doesn’t work. And I need to change my whole entire strategy. And it’s easy to blame those tactical things like strategy, like audiences, like ad setup.

I recently had someone, not someone that we work with, but someone who wasn’t a group that I saw commenting about how, um, this one detail, which was one day clicks was messed up. And that was the reason all the ads were failing. And I was like, no, that’s not really how it works. Like it’s not these, usually these tactical details. Yes. They make a difference. Yes, they can impact performance or, you know, in a positive or a negative way. But usually it’s not because none of those things will actually work if you’re offering your messaging is off. So it doesn’t matter. It does not matter how you set up your targeting, how you even have your strategy, how you, you know, write your ad, copy how you have your followup in your nurturing, if your messaging and your actual offer, what you’re trying to send people to is off.

If you try and promote a webinar where nobody wants to go to it, because the way, and I probably sound mean here, but like nobody wants to sign up for the webinar because the title and the messaging behind the offer is just not enticing enough. It doesn’t matter if you have the best webinar funnel and the best ad targeting. And like the top agency running it. If the actual webinar content itself is not converting. And sometimes you know what that’s going to happen, where you run something and you get that data and that Intel, and it comes back and you’re like, it must be the webinar. It must be the title of the webinar. And that was actually the case in this situation where we wanted to go back and say like, let’s test some different webinar titles, let’s test some different messaging around this offer of what I’m saying, offer.

It’s not even necessarily the sale. It’s the offer in the ad. It’s the, the call to action in the ad, which is go sign up for this webinar. In this case, it could be a sale in another case. But if that, if people don’t want that, you can’t fix it. You cannot fix that with any good strategy. If people don’t want what you’re offering, unless you change the messaging and like lie about what it is. But sometimes too, with webinars, the actual content of the webinar could still be amazing and the webinar could still have potential to convert. But if your title and messaging around positioning, signing up for that webinar is not working. Then you’ve got a gap there. And I mean, that’s even happened. Not, we have never, I’ve never had a webinar completely failed, but I’ve definitely had webinars where I’m like, people didn’t want to sign up for that webinar as much as they did a different one in terms of the messaging. But the content was literally the same inside of the webinar. So it was just that front end messaging.

It’s a strategy to convert if you’re offering your messaging is not working. Okay. So here are some tips on speaking to your ideal customer and speaking around this offer and connecting with them so that they want what you’re offering, because messaging is one of those core components that you have to really look on first, remember that everything needs to be about them and what you do for them and not about you. So the mistake people make when they’re talking about courses, or when they’re talking about something that they offer is they’re like you get 17 video trainings and to add checklists and weekly calls and whatever. Well, I don’t care about of that. If I don’t know what that’s going to do for me instead, it’s what is their result? I’m going to get from either signing up for the webinar, for buying the product for signing up for your services, focus on the customer and not you because people don’t care about you.

They care about themselves. Like that’s the reality of people is like, I care about what that offer is going to do for me. If I’m going to take time to sign up for something, show up to a webinar or buy a product. I’m only going to do that. If I know how it’s going to impact me, how it’s going to help me solve a problem for me and I, people miss this, I was actually just my, one of my good friends was like, can you look at my launch strategy? And they’re a client of ours, but they wanted me. They wanted to talk to me. I went over to their house and they’re like, can you look at this? Um, so I did. And they were explaining the strategy. And I said, the one key thing that you’re missing here is you’ve got this really great launch plan where you’re going to get people to sign up for this experience.

But I don’t know why I would sign up for this unless I’m your warm audience. And I understand that you provide good content during this experience. What’s the benefit for me. What’s the promise. If I sign up for this and I attend this trainings and I go through this experience with you, what am I going to get out of it? And you need to, you need to communicate that in your actual offer to sign up for this live experience before the ads. So remember everything needs to be about them. What is it going to do for them? What is it going to help them with? What’s the promise. If I put my time or my money into your offer, what will it do for me? Not about you, not about the product itself, the offer itself, what’s the benefit and the result of me consuming or buying what you have to offer.

The next tip is go deeper than you think is necessary. Like most of the time people stay too surface level. You have to really speak to your ideal customers, struggles and fears, and what’s holding them back. Where do they feel pressure right now? What do they need? What do they need today to move forward in their life, in their business to see results and really go deep around this, of course, all related to the problem that your business solves. But a lot of times we have so much in our head like, Oh, they’ll just get this. Like, they’ll understand my offer because you know, you think you, you think, you know, that you think, you know your audience, but you can almost always go a little bit deeper, connect with them on a little bit deeper of a level and really speak to their fears and what’s holding them back.

And then the way they talk about what they want and their dreams and how you can support that with your offer. Because if you can do that better than anything else, they see out there, anything that any, that your audience sees in the newsfeed, and if yours makes them stop and makes them think and connects with them, you will get the conversion. Whether it, the conversion is sign up for your webinar or the conversion is, um, buy your product or book an applicant call application or whatever it is. If you stand out the most and connecting with them, you will win. And the only way you can do that is by knowing them better than anybody else, knowing your audience and connecting with them better than anybody else.

Final piece that I want to note on this on just kind of diagnosing if it’s the offer. And I kind of said at the beginning, like, you know, it’s the offer. If you know, you’re targeting your audience and you know, you’re writing like good copy. And in that copy should be connecting them, but you’re just not getting signups or you’re not getting purchases. It’s either the offer or the way the offers being positioned. And these are ways to kind of fix that and think about like, Oh, am I doing one of these things? Cause they’re all very common things, but the last thing is be willing to remove your ego and ask yourself is my offer really what this person needs, or maybe am I positioning my offer so that I know that they’ll really need it. And I just, um, in one of the Q and A’s for the podcast series, someone was like, well, what should the next, so I have my, I have my tool that I’m going to sell on the front end.

What should the next piece be that I need to sell? Like, what should it be? And I said, you know what? Just take a step back for a second. And just think if I buy, if you were them and imagine yourself as that ideal person, if you were them and you buy this toolkit that you have, or this, whatever, I forget what it was that they were going to sell, but it was the first step. So it was a tools, tangible item. What’s the next thing you need to see results to improve your, I think she was in the business space. So to improve your business, to see better results from those tools to get the full picture and it came to her quickly. And so remove yourself and remove like what you’re like this, this is my offer. This is what I want to sell.

This is what I think is best and ask yourself and really put yourself in their position because they’re there. It’s no matter how big of a reach you have for your offer and your ads. You’re still speaking to an individual because the person who’s gonna make the decision if they want to buy from you or sign up for your offer is an individual person. And so put yourself in their place and make sure that what you’re offering is exactly what they need. Do you need to change your offer or change around the way you’re speaking about your offer and the way you’re positioning it. And if you really get that clarity where you step back, like it was cool to see this person had an instant, like, Oh, okay. That gave me answer. And all I did was kind of facilitate, think about the tools that you’ve decided you’re going to sell them.

And then if you were them and you just bought those tools, what’s the next thing that you need and how would you communicate that thing and how you need it? Like, what’s the next thing in their head. What’s the next problem? And so that’s what you’re you’re doing with your marketing is you’re remembering that it doesn’t matter if you’re reaching millions of people. You’re still speaking to an individual because an individual human person is going to make the decision and so speak to them in the way that connects to them, their problems, their struggles, their dreams, their hopes, and shows them the promise of either signing up for your offer, consuming your content or buying what you have to sell. And if you do that well, everything else you build will then be easier. So then the strategy will work and the ad copy will work and the targeting will work and all of those things.

But if you, if the offer is the problem, you can’t fix that, can’t fix a broken offer of what people want. And sometimes, like I said, I want to be clear. It’s not the offer itself. It’s not like, Oh, my product sucks. Like sometimes people are like, I know my product is really good. I know that if people just get in here, they get results or they see improvement or they improve their life or whatever. Maybe the actual product is not the problem, but the way you’re talking about it is not working. Maybe you’re talking too much about the actual product and other results that the product gets, or maybe you’re just completely missing the Mark on the webinar title one actually pretty common thing that people do is they will skip too far ahead. They’ll assume that their lead has that their audience has all of the knowledge and the expertise that they have because they live in this industry.

And so they, they go, they go to this level of like basically telling them what they need versus what they want to hear, if that makes sense. So an example would be like, if you are a health coach and you’re like, you hate a popular way of eating and you’re like, you don’t need to diet, you don’t need to do this. You don’t need to do this. Like you need to do this. Like you just need to change your mindset. People don’t think that like, most people are like, I need a diet or I need a workout plan, or I need help with this. And so you have to meet the person where they are at and where their brain is at. And they might not be where you are because you live in your industry and your bubble all day, every day. And so you have to make sure you’re speaking to that person about your offer.

You’re not making it too complicated. You are going deep, but going deep with their own language, what would that person say to a friend, to somebody in a coffee shop when describing their problems and their dreams and their struggles and what they need speak to them, not for yourself, if that makes sense. So if you guys want support with your marketing and with this, we have an amazing creative team, and this is something we really, really like. I think that sets us apart from other companies is our messaging support that we give clients because we help them with, you know, from the beginning we go through actually to be onboarded as a client, you have to fill out, um, a whole kind of sheet on your ideal customer, which gets you thinking about it. And then our copywriting team and our creative director takes that and goes deeper with you to be able to write the ad copy. So if you want that type of support in your marketing, go to help my strategy.com to see if you qualify to work with team Hirsh. Thanks so much for tuning in today, guys, and I’ll see you all on the next episode.