If you have an offer that just isn’t selling, this episode is for you. Many people mistakenly think that their offer is not good enough or that people simply don’t want it, and they try to change the offer…and then when that new offer doesn’t sell, they’re on the verge on giving up. 

Oftentimes it isn’t the offer itself, but rather the offer positioning. Before you go totally recreating your offers, listen in. I’m uncovering the why behind your offer not selling. Things like:

– Offer positioning 

– Offer confusion

– Buyer overwhelm

– Lack of trust

Addressing these issues will not only improve the offer itself, but will have your sales soaring. Tune in! 

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

When a lot of times what I see is people have really great offers, but the way they talk about the offer and the way that they sell their offer is where the problem is.

You are listening to the Not For Lazy Marketers podcast, episode number 497.

Hello, you guys, welcome back to the podcast. I hope you guys are having a great week. It’s been a bit of a week for me. I don’t know, just one of those weeks that feels like it, like you do so much in a few days time that you’re like, has it been a whole week? And I feel really proud of myself this week. There was a couple of things that were kind of thrown at me. Actually the last couple of weeks. There’s a couple things that were thrown at me and I recognized instantly, like the way that I would have responded six months ago to these things and how much more reactive I would’ve been. And like, oh my gosh, I hate this. I quit my business. You know, and just freaking out as we all do, and that’s normal to have up and down just weeks or experiences that happen.

 I was just so calm about it. I was like, all right, you know, this is part of the game. Here’s what we’re gonna do. And so I recognize that and I was proud of that because I’ve worked really hard and I used to be so much more reactive, even just like four to six months ago when something would go wrong or I’d be frustrated. So anyways today what I wanna talk about is three reasons. While your offer is potentially not selling, and these might not be what you’re thinking they are, I feel like when this happens, people dig in and look in the wrong places. So if you are in a situation where you are posting on social media, like you’re trying to grow your audience and get traction, and maybe you are getting some traction, but your offer isn’t selling, like people are dropping off, when it gets to the point of hearing about your offer, you’re getting leads signing up for your webinar onto your webinar, you’re getting them onto your sales page, you’re getting them to your product page, you’re posting on social and you’re getting that far.

If you’re not getting that far, then why your offer isn’t selling is you’re not doing those things. You’re not getting those things and that momentum moving forward. And so you don’t have traffic, you don’t have leads, you can’t have sales. So if that’s happening, you’ve gotta address that. If you are getting traffic and leads and you are either not getting sales or you’re not getting enough sales, these are the three places that I would recommend looking. And most likely it’s one or two or three of these things. It could be all of these things and a couple of them are maybe not what you would think to address. And looking at it differently, especially one of them. So the first one is probably the most likely cause of why your offer isn’t selling, which is the offer positioning. So a lot of people jump into, okay, well I think it’s the offer itself.

Like what I am selling is not good enough or is not what people want, and they try to dig in and change the offer. I’m gonna change this or I’m gonna, you know, add more videos or I’m gonna adjust this, or I’m gonna launch a whole new offer when a lot of times what I see is people have really great offers, but the way they talk about the offer and the way that they sell their offer is where the problem is. And I know I’ve been there and I’m sure you guys have, where you’ve been in this place of like, if people could just like see and understand how good what I sell is everybody would buy it. And I hear that from people a lot where they’re like, I know this is good. Like this is my life’s work and it’s going to get people results or it’s gonna work and I just am not selling it.

And so that comes down to how you’re talking about your offer and I’ve done other like standalone podcasts about this that are definitely worth listening to. But here’s where people make the biggest mistakes around this. First of all, hands down, biggest mistake people make is they talk about the ingredients list of what their offer is. They tell you the what they tell you, it’s this many modules, it includes this, it includes this, it includes this. And what you have to realize is nobody cares about that. They don’t even care what is in your offer. All people care about who are considering buying your offer is the result it’s going to create for them, the change it’s gonna make in their life, who they’re gonna be after they buy it or they use it or they sign up for the service. That is all people care about.

And so every place that you talk about your offer, and when you break it down into multiple parts and you’re explaining the modules or you’re explaining the the service or explaining the coaching, you need to tie it to a result and ask yourself why would someone care? So that’s the first thing. The second thing is that people typically, when you talk about your offer, they are either overwhelming the individual as you’re talking to ’em about it or confusing them. And you have to understand if somebody is considering or, or is presented your offer and is even considering like a small percentage to buy it, if there is even a hint of overwhelm or confusion, they will not buy nobody hands over their credit card feeling overwhelmed or confused. Nobody like you’ve never done that and said, well, I hope this works. I’m just gonna pull up my credit card and put it in.

You have to feel fully safe and confident in that decision to buy and spend that money in order to spend it. And so your job and your marketing is to make sure you have laid out so clearly. And this doesn’t mean a ton of copy. This means effective, concise, clear copy, which often takes time to refine and get it to that place that you have laid out. So clearly exactly how someone is gonna get the desired result that they want with your offer, the benefits inside of it and how it works. Like if you have a service, what are the milestones that people need to get to, you know, the 90 day result? And how is that gonna work? Like I have to understand that pathway, that roadmap, that experience of what’s gonna happen after I buy before I’m gonna feel safe enough buying and spending money.

I also have to fully understand like the process and the way that it’s gonna work in order to buy. And so for example, like if we even just use a simple one of a product business, would you ever buy from a product business if you had no idea when you were gonna get your order? Like if you’re like, oh, it could be one week or it could be a month, you’re like, I don’t know, right? People even now with product businesses, they want cuz of Amazon things turned around in 48 hours. And so as a product business like explaining and understanding very simply how what’s gonna happen next and how it’s gonna work and and how they’re gonna get results is really important. And this is obviously even more true I think for digital products and services because there can be a lot of confusion and people will go and jump to Will, will this work for me if I’m in this place in my life?

Will this work for me? If this has happened to me, if I’m here, if I haven’t done this? And they automatically are like disqualifying themselves from your offer, so likely if you are getting traffic and leads to the point of hearing about your offer and they’re not buying it, it’s probably not the offer itself. It could be, but I’m saying that’s probably not the most likely thing before you jump to it being the actual offer itself. It’s probably the way you’re selling the offer. And so what I would say is first of all, go right now and look at the way you’re selling your offer and ask yourself, is there any confusion when I read this, if I was reading this for the first time, what I fully understand the experience of purchasing this offer, purchasing this service, and what’s gonna happen next and how I’m gonna get my desired result, which is what I would want with that offer.

Is there any confusion? Number two, is there any overwhelm? Does this feel like way too much, way too overwhelming? I’m unclear how it’s gonna happen and I also am completely overwhelmed about what I would need to do next. And now I’m gonna jump off this page and go scroll. Like that’s the feeling that people get. And then number three, are you talking all about the features or are you talking about the outcomes and the benefits? And when you go through your page or you go through your webinar pitch or you look at wherever you’re presenting your offer, are you focused on the what? Because nobody cares about the what they care about, what that, what is gonna do for them, the result it’s going to create likely. If you go right now and look at the places where you’re selling your offer, you will find things you can go improve immediately.

Okay? So that’s the first thing. The second one, this is the one that most people do not expect. Most people don’t expect this to be the issue, but it actually can cause a lot of problems. And that is the experience leading up to your offer. So for a product business, a webinar funnel for a service business, typically you’re going to have some sort of free lead gen experience. They’re gonna sign up for a download, they’re gonna sign up for a webinar maybe it’s a V S L video. Whatever your funnel is, your experience. I don’t think people put enough thought into that experience and how important it is because that experience needs to do two things. And if it doesn’t do these two things, it’s impacting your sales conversion hands down, which is one, it needs to create some form of clarity and belief that your audience, that your leads can get the result that they want.

And you can do that through teaching and showing a process. You can do that through showing mistakes. You can do that through showing a better way to achieve the result. What you want people to feel when they download that lead magnet, when they watch that webinar for e-commerce, it’s sometimes just when they see the video ad it’s actually happening on the ad itself. What you want people to feel is, oh, like that’s why I haven’t gotten the result I have. Or Oh, I totally know I could do this if I just follow that process, if I just execute that, like that’s what’s been missing for me and I know that this is possible. I believe in this, I have clarity, now I have clarity, I can see the path, I can clearly picture myself as the version of me who has accomplished whatever you’re gonna help them accomplish.

Whatever that end result is, that’s the first thing that your free experience needs to do. The second thing is it needs to create a gap that your offer fills. So you want to create an experience where if they consume that they get clarity, they understand the mistakes they’ve been making, they can see that future version of themselves and then they’re dropped, right? Where they need support, they need support via your product or your service. And it’s so obvious to them that that is the next step. And so how people make a mistake here is they don’t think about what is that experience that I should create? What is that knowledge? What is that clarity that I need to give somebody? And how do I line that up and create a gap for my offer? And what people often do is they overwhelm people in this portion in the free experience that you’re getting.

They overwhelm you in the webinar, they fire hose you with information way too much information for you to comprehend, or they give you this huge PDF that, you know, it’s like vomiting a bunch of strategies and things in it, but it’s not intentional, it’s not supportive, it’s not gonna create that clarity. And so someone’s either overwhelmed or they don’t actually consume what they signed up for because they’re like, this is just way too much for me to navigate. And so now the chance of them buying your offer is way lower. And then on the flip side of that, you also don’t wanna fully solve their whole problem so that they don’t need your offer, which people confuse this and say, oh well, like I don’t wanna give away too much for free. Here’s the thing, it’s not about holding back what you’re giving away for free, it’s about not solving the how.

Because number one, that’s completely overwhelming. You can’t even do that in the form. You can’t do that effectively in the form of a 60 minute webinar or a downloadable PDF or a free challenge or whatever your freebie is. You can’t effectively solve their entire, how they obviously need your offer. They need your offer to go deeper in whatever way you go. And so it’s not about holding back information for people, it’s about the way you deliver it. Like you guys could literally listen to almost 500 episodes of my podcast and consume all my freebies and probably do everything I do with clients one-on-one. But it would take you like 28 or 30 hours a week of your time to navigate through that. And then maybe four months down the line, you would’ve gotten to the place that you could have gotten within an hour with me because you’re having to filter through all that information.

So it’s not about holding back free information, it’s how you present it and it’s you taking the time as a teacher, as a leader in breaking things down so that they create the experience of clarity, confidence, understanding of I can achieve this result and now I know I need support and I’m happy to buy that support because I have the clarity and the confidence that I can achieve the result. So if you took, if I share like my business, for example, anytime that I do a training or something, I am giving you guys strategies like e even in this podcast episode, I am giving you strategies, but I’m not telling you like here how, here’s how you write a headline on your sales page to sell your offer and here’s the exact, you know template for writing your sales emails and structuring them because that would be so overwhelming, not effective, it wouldn’t get you results.

And so you still want that support, let’s just say tying it to that like you want support with your sales copy, you want support with your marketing strategy. I just gave you the answers in this podcast episode of how to do something, but I’m telling you the what, not the how, the how is my offer. And by giving you extremely valuable information constantly, you are building trust with me and my brand to be able to eventually buy from me when it’s the right time. So don’t confuse like, oh, I gotta hold back and like not share this because I don’t wanna give away too much. No, it’s how you present it. It’s the experience you create and understanding you can only give so much in a PDF or inside of a video training and actually serve people and get them the experience they deserve. So when you think about that experience leading up to your offer, you have to think about the medium that it is.

Like is a webinar the right thing? Is it challenge the right thing? It may not be is your audience gonna consume that? What is gonna get them to actually consume it and take action? And then what is that information? How can you give them the what that’s going to lead them and drop them right where you want them to then lead to your offer. And so this experience, like a lot of people do it very like haphazardly. It’s just like, oh, I feel like doing this checklist or I saw somebody else do this. And that is a huge mistake. And that is where like a lot of the customization and strategies that we do comes in because our process and something that I do naturally, I just did this the other day with a client, is I can literally close my eyes and put myself into the place of your ideal customer and ask myself like, what do I need?

What do I need to create that experience to create that clarity, to create that confidence, and then to create that desire for your offer by creating the gap. And that’s how I create my strategies. It is all, it is. A lot of that it’s not, it’s why I don’t use templates because you can’t, you can’t template somebody’s experience like that. You can use best practices but not templates. Okay? The third thing that could be why your offer is not selling is your messaging and your qualification of the leads. And so a lot of people jump to this and they’re like, oh, well they’re just not qualified leads. And so it must be like my targeting or it must be the Instagram algorithm is just putting poor quality people into my feed or whatever. Typically it’s not that typically it’s actually the messaging you are using to attract the leads.

And this is something I’ve had to get really intentional with too, is like for example, for our elite clients, we’re trying to attract someone who’s around six figures in their business and they wanna jump to seven figures. And so the way that I would talk to that person is different than somebody who’s right for my marketing accelerator program. And so if I put out a freebie or I put out ads that are going to talk to this person, but it’s not the right person, then I’m getting poor qualified leads not because of my targeting and not because of the algorithm and not because of the organic, you know, marketing algorithm and the things that are easy to blame, but more so because I haven’t thought through how to attract that exact right person at the stage they are at and what they are going to want.

So I can give you guys an example. We put out our marketing playbook every year and we put that out at the end of the year. It’s a massive lead generation tool for us. And we were really intentional this last quarter because we put it out in December, so January with ad copy that said, this marketing playbook is not for you to just start your ads basically from scratch. Like this is to up-level what you’re doing. Like you’re already at six figures, you need to up-level your marketing. Now naturally we’re gonna attract people who aren’t there. That’s fine. I have an offer for them, but I wanted to be really intentional with who we brought in because I wanted it to generate elite applications. And so that was in the ad copy leading to that offer and that offer could be a fit for a lot of different, you know, versions of my ideal customer.

But we were really intentional in that ad copy and that took a little bit of refinement. We didn’t start out doing that. We changed that like two to three weeks into the promotion because we identified that that was a gap. And so sometimes qualifying and understanding exactly how to talk to the right level of your ideal customer takes some refinement as well. And so looking at, you know, where you’re attracting, maybe it’s in like social posts and content, even like the content that you’re putting out, is it for the person that you really want? Is it for the person that’s at the exact level that you want them to be at? Whether that’s income and revenue, whether that is awareness to their problem, that’s one that comes up in the the health and wellness industry a lot is like, are you trying to attract someone who wants to address this, who knows that this is a problem, who maybe wants to go the natural route?

Or are you trying to bring awareness to somebody who doesn’t want that or have that and then convert them? And that’s two different things, like two different messaging and messages that you’re trying to talk to. And so you have to have clarity around that in order to do that. And then this impacts everything. This impacts your social post, this impacts the content, the actual content topics you create, this impacts your ad copy, like all of those front facing things. And so if you feel like I’m bringing in leads, I’m bringing in an audience and they’re not converting, maybe looking at are you speaking very directly and clearly and specifically to the right ideal customer and going deep there because there might be opportunity there as well. All right, you guys. So that was the three reasons why your offers may be not selling. I hope you guys found that helpful and I will talk to you next week.

Thanks for listening to the Not for Lazy Marketers Podcast. If you love this episode and want deeper support with your marketing, head over to helpmystrategy.com to see how Hirsh Marketing can help take your marketing to the next level no matter where you’re at today. We help our clients scale faster than ever, find hidden leaks in their funnel, experiment with new creative marketing strategies, and help their business explode and be more profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with Team Hirsh.

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