So you finally wrote that ebook.
You created that product, coaching package or your online course, but nobody buying.
It’s disheartening. It’s discouraging.
It is heartbreaking.
You put your heart and soul into creating that product – it nearly killed you in the process (don’t believe anyone who tells you that product creation is a breeze). But you didn’t see this coming.
You didn’t expect to see a grand total of 7 copies sold.
You didn’t expect to see 4 people join your online program. You didn’t think no one – not a single person – would take you up on your coaching offer.
What went wrong?
Well, there are a number of things that will lead to an abysmally low number of sales. For example, you don’t know if your audience wants this thing in the first place. Maybe it is too expensive, or maybe you don’t do a good job of promoting it.
However, there is one thing that will kill your product or package no matter how good it is.
Your product isn’t specific enough.
Let’s break it down:
You didn’t define your target audience
This is the biggest mistake – the biggest – any small business owner can make: Creating a product or program for everyone.
You won’t believe how many times people ask me for feedback on something they are creating. And when I ask them who their target market is, this is what I hear: Crickets.
Upon further cajoling, they will sheepishly admit that it is sort of, kinda, for everyone. Like, this product can help anyone and they don’t want to exclude anyone.
If you identify with these people, I hear you. It’s hard to exclude potential clients and customers – who wants to do that?
I’ll tell you. Smart entrepreneurs do. Because they know if they try to please everyone, they will end up pleasing no one. That’s just the truth.
You want to be crystal clear on who you want to attract as a prospect. Create an ideal customer profile before you start working on your offer.
Who are you targeting? How old are they? Are they women or men, or both? Where do they live? How much do they earn? How educated are they? What sort of lifestyle do these people have? What is their biggest problem that you can help solve?
And also, who are you not targeting?
You say you are a writing coach and you want to put an online workshop that teaches people how to write their memoirs. Great. Who do you help and who do you not help? (Men, women younger than 40, women who are too busy with their jobs or businesses, who?)
Define your audience so well that they self-select themselves as potential buyers.
You can’t define the exact problem you are solving
The second most crucial problem that can break your offer is lack of specificity of the problem you are promising to solve.
You can’t articulate the exact result people will get after working with you and this is a big problem. Now, the result doesn’t have to be big and life shattering. You can promise them something like this: At the end of this worship, you will be able to create a social media plan for your small business and will create a month’s worth of updates for Facebook and Twitter. That’s a solid offer.
Your offer should be fully clear. Define the existing problem and the benefits so well that there is no doubt in their minds that this offer is perfect for them.
Your marketing doesn’t stick
People see your offer and don’t take too much notice. It doesn’t register. Why? Again, because you haven’t spent much time pinpointing your audience.
When you address women, because you don’t know if your ideal customer is a mother with small children or not, you can’t say anything that will resonate with this particular lady.
Let’s say, you are selling a product that helps women save time. But since you haven’t decided that if your product will be for busy mums, you can’t paint a picture of what it would be like to spend more time with her small kids and not miss out on their childhood. And in the same breath, you can’t speak to women in high powered roles and help them see that they will be less stressed and not have to spend so many hours tied to their desk. You just can’t do that. Their demands are different. They need a different product.
You can’t use the language they use because you can’t picture them clearly. You can’t step into their shoes because you are talking to two different sets of people.
As a result, any of these women will not get a sense of if your product is for them.
Your offer won’t resonate with them instantly, and they will move on.
You don’t differentiate yourself from others
Lastly, you don’t consciously differentiate yourself from your competitors.
Before you put out an offer, you have to see what already exists in the market and then see how you can make yours different.
Your audience won’t probably know every single product or service that is similar to yours, but they will be aware of a few, so don’t gloss over this step.
If I am looking for an ebook on juicing, I am going to find out what my options are. If you have gone through the trouble of establishing a relationship with me prior to your promotion, then I won’t spend hours looking. I know you, I need something and you are there.
However, if I haven’t been on your email list for a while, and I find your ebook through someone on social media, I would want to know why I need to go with you. What makes you different? What makes your ebook different?
And if you can’t convince me, I won’t buy.
Imagine yourself at the other end and try to see things from a prospect’s point of view. What will make you hit the buy button?
Does the sales message resonate with you? Does it speak to you directly? Is the offer super valuable? Do you see what you get out of it? Do you see what makes it a better offer as compared to others?
If you can put a big tick against all these questions – this offer will sell.
Aren’t you glad you happen to be that person selling it?
Have you taken my 3-minute Client Attraction Quiz? Check it out now, it’s awesome!