4 signs your launch audience is the wrong one for your offer—and what to do instead

4 signs your launch audience is the wrong one for your offer—and what to do instead

Not everyone who follows you, or subscribes to your email list, will be right for your offer. But launching is all about guiding your audience on a journey to be *ready* to buy from you. So, how do you figure out if they're just not ready yet, or if they're the wrong people in the first place? In today's episode, I'm sharing how you can identify the wrong people for your offer, and what you can do instead.

– The difference between a messaging problem and an audience problem.
– Why having subscribers unsubscribe from your email list is a blessing in disguise!
– How sometimes it's more about *them* and where they're at than it is about your offer.
– The challenge of selling a DIY offer to an audience who wants you to do it for them.

Launching a new offer can be thrilling, but it's crucial to ensure that the audience you're targeting is the right fit. Here are four signs that your launch audience may not be the right match for your offer, and some tips on what to do instead.

1. Your Message Doesn't Resonate

If your communications fall flat, whether it's through emails, social media posts, or other channels, it could be a sign that your audience is not engaging. They might be paying attention, but they aren't clicking that buy button. This issue often stems from one of two problems: either your messaging is off, or your audience is not the right fit.

Solution: Have Conversations

Engage directly with your audience. Schedule Zoom calls, chat via direct messages, or talk to them at events. Ask them why your message isn't resonating. Are you using jargon they don’t understand? Are you addressing the problem from an expert perspective rather than from a beginner's standpoint? Understanding their perspective can help you refine your messaging or identify that a different audience might be better suited to your offer.

2. High Unsubscribe Rates When You Sell

If people unsubscribe from your list as soon as you start selling, it’s a strong indicator they were never going to buy in the first place. This is common for those who have only ever sent value-adding emails or free content to their list.

Solution: Focus on Quality Over Quantity

It’s better to have a smaller list of engaged, potential buyers than a large list of freebie seekers who will never convert. Ensure your audience knows that you will be selling to them eventually. Those who unsubscribe were likely not going to purchase anyway, so don't worry about losing them.

3. They're Not Looking to Solve the Problem Your Offer Addresses

If your audience is not actively seeking a solution to the problem your offer solves, or if they prefer to complain rather than take action, they're unlikely to convert.

Solution: Target Action-Takers

Focus on attracting people who are ready to take responsibility for their problems and are looking for solutions. Your content can nurture this mindset, but it's important to target those who are ready to act rather than just complain.

4. They Want Done-For-You Solutions, Not DIY

There’s a significant difference between audiences who want to DIY (Do It Yourself) and those who prefer done-for-you solutions. If your offer requires the audience to implement strategies themselves, but they expect you to do it for them, there’s a mismatch.

Solution: Adjust Your Targeting Strategy

Identify where your ideal DIY clients are spending their time. DIY clients are often attracted by free content like eBooks, webinars, and masterclasses, while done-for-you clients might find you through referrals or thought leadership. Tailor your marketing efforts to attract the right type of audience for your offer.

Growing the Right Audience

To build a launch audience that’s the right fit, specificity is key. Be clear about your ideal client, the problem your offer solves, and the transformation it delivers. This clarity will help you attract the right people and repel those who aren't a good fit.

Practical Tips for Audience Growth:

1. Be Specific: Define your ideal client and the problem your offer solves with precision. Avoid being broad and trying to appeal to everyone.
2. Intentional Outreach: Instead of relying solely on social media, pitch to be interviewed on relevant podcasts, teach in communities where your ideal clients hang out, and collaborate with others who share your target audience.
3. Quality Over Quantity: Focus on building a smaller, engaged audience rather than a large, unengaged one. A smaller audience of the right people will convert better than a large audience of the wrong people.

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