7 signs you’re launching to the wrong audience

So very often what I see happening is people go out there and they launch their product and it just doesn't quite seem to take off. Maybe people don't buy, maybe not enough people buy, for whatever reason, it just doesn't quite get those results that they are looking for. Now, in the next blog we'll look at a couple of the reasons why people might not be buying that has absolutely nothing to do with your product.

 

How to know when you're launching to the wrong audience

Today I wanted to look at one of the main reasons that your launch might not work out. And that is that you are launching to the wrong people because you can have the most perfectly executed launch ever, and if the people in your audience or the people who you're launching to aren't the right people, well, it's not going to work. So here are seven signs that you are launching to the wrong audience.

 

#1 – They tell you that they can't afford it

Sometimes when somebody tells you they can't afford it, that isn't necessarily a sign that they actually can't afford it. But what it can mean is that they don't value what you're selling them. We tend to prioritize our spending, and if there's something that we really value, we'll find the money for it. Conversely, if it's something that we don't really value, we'll spend that money on something else, instead of the thing that is being sold to us. So just because your audience says that they can't afford it doesn't mean they actually can't afford it. It just means that they don't value what you're selling to them. So it can be a really clear sign that they are the wrong people or it can be a sign that you haven't demonstrated the value properly.

 

#2 – What you're saying to them just doesn't seem to resonate

You might have really good messaging, but the people to who you're communicating that messaging to, they're not relating to it, they're not resonating with it. It doesn't compel them to want to buy.

 

#3 – Your audience doesn't take action when they do buy and they don't get results

So we've often seen this, where people will buy our products and then just never take action. And this is actually one of the reasons why I'm choosing to retire my $27 Digital Product Creators Vault because the people who are buying it tend to be the ones who don't want to take action. They just collect a lot of these 27, 37, $47 products, but never take action and get results. Whereas the people who sign up for Launch Magic which is nearly $2,000, are motivated. They show up to the calls, they watch the recordings, they do the homework, they launch, they get the results. Those are the kinds of people I want to attract into my business, not the ones who aren't taking action and getting the results.

 

#4 – Your audience needs you to convince them to buy

They come to you and they have all these questions and it feels a little bit like they are asking for your permission or they're asking for some sort of guarantee from you that it's going to be the right program or the right product for them. We don't want these people. We want people who sign up because they want to, not because they feel like you convince them to buy, because the ones who feel like you convince them to buy, they're going to feel resentful, even if they don't take action and that's the reason they don't get results, they're going to blame you for the fact that they didn't get results because you convinced them into buying. Selling isn't about convincing. Selling is about showing people that they have a problem and showing them that you have the solution to their problem. It's not about trying to convince people.

 

#5 – Your audience unsubscribes when you sell to them

A lot of the time people are on our email lists because they like our free content. And that's cool. But a lot of these people won't necessarily ever buy from you. And if they unsubscribe when you try to sell to them, that's fine because they were probably never going to buy from you in the first place. So it's no big loss.

 

#6 – Your audience is in victim mode

These are people who are not actually looking to solve the problem that you solve with your product. They just want to whine about the fact that they have a problem, but they're not ready to take action to solve it. They're not ready to pay money for it. They just want to sit there and complain about the problem. We want people who are ready to take action, who want to get those results, who want to solve that problem, because those are going to be the people who light you up to work with. They're going to be the ones who become your raving fans because they've got those results.

 

#7 – They just want you to do it for them

They don't want to DIY with a course or a digital product. And this is fine. This is fine. And this is quite common, actually, with people who have gone from having a service-based business to then launching digital products. You'll find that a lot of people in your audience are the ones who come to you for the service. They don't want to DIY. They don't have the time to DIY and that's fine, but it just means that you need to get a bit more intentional with how you're building your audience now to sell your digital products too because what you've been doing in the past that's worked to get people into your audience for the one-on-one stuff or the service stuff, that's not going to work to get different people in for the DIY.

 

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