"Why aren't people buying from me?"
Are you spending endless hours marketing your services but still not selling much? Or selling nothing at all?
When people don't buy from you, do you automatically assume they think you are too expensive? Do you immediately want to lower your price in order to get the sale?
The truth is... when people don't buy from you, it could be for a number of reasons, and it's rarely just about money!
Reason #1: They don't understand the values/benefits of your offerings.
When the first iPod came out, Steve Jobs didn't say you'd get 1GB of space for your music. He said you'd get "1000 songs in your pocket".
You've probably heard this often enough: Don't sell the features. Sell the benefits/results.
Reason #2: You're attracting the wrong people.
No matter how great your products and services are, you won't make a sale if you're talking to the wrong people. Example: trying to sell meat-feast pizzas to vegans. So make sure your marketing efforts focus on attracting the right kind of potential clients.
Reason #3: Your offerings are too generic
Believe it or not, people want to buy from you. They want you to solve their problems. But they need to know how specifically you're going to help them.
Stay away from generic cliché like "step into your power", "own your brilliance" or whatever the latest phrase is. They don't mean anything! Show me how you're going to help me do those things and I'll stop and listen.
Reason #4: You're giving up too soon
Very few people will buy from you the first time they hear about you. In fact, it's widely accepted that it takes an average of 6 - 8 "touch points" before someone will buy from you. A touch point is any encounter/engagement between a customer and your business. So don't give up too soon. Connected with your target audience on multiple platforms. Send them regular emails. Provide them with ongoing free resources. Follow up on leads.
Reason #5: You haven't gained their trust
If they don't trust you, they won't buy from you. Simple as that! An easy way to lose trust is when there is a disconnect between your marketing message and how your potential clients see you. For example, you say you are a first-rate copywriter with an eagle eye for details, yet your website copy is full of grammatical errors and spelling mistakes.
Bottom line? Make sure your marketing efforts are targeting the right people - those who are genuinely interested in what you have to offer. Ensure there's no disconnect between what your target audience are expecting and what they'll find when they arrive at your site. Sell benefits, not features. Show them specifically how you can solve their problems and give them a powerful reason to buy from you. Oh, and don't give up too soon!
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