Is your audience looking but not buying? Here are 5 mistakes that you might be making

It's so deflating when you *know* that people are looking at your offers but those looks are not converting into sales. When this happens, something may be amiss and you may need to make some changes. In today's episode, I'm sharing 5 mistakes that you may not realise you're making and what to do instead.

– The importance of reaching the right people (and clues you may be reaching the wrong ones).
– How understanding your expectations can give insight into why things aren't going according to your “plan”.
– Why building trust with your audience is so important and ways you can do this consistently and effectively.
– How leaving hesitations and questions unanswered *will* stop your audience from buying.

 

 
Today, I'm going to share five common mistakes that can lead to your audience looking but not buying. Obviously, you might be making more than one of these mistakes or you might be making just one. You don't have to be making every single one of these for it to stop your audience from buying from you.

 

Mistake #1: You are reaching the wrong people.

You are getting your offer in front of the wrong people. This is what happens when there's a bit of a mismatch between the people who are in your audience and the people who have the problem that your offer solves and who are willing to spend money to solve it. Now, this can happen if they're not ready to solve the problem that your offer solves, in which case the journey that they're going on with your brand, that journey that your free content and maybe your email nurture series or your live events, anything that you are getting in front of them, that journey is not currently taking them to the point where they are ready to solve this problem.

In which case, you know, okay, now I need to change my content up to move them to the point where they're ready to solve this problem. The magician's gap is what I call this, this journey that you are taking them on, there's a gap that needs to be bridged before they'll be ready to solve that problem. Or on the other hand, maybe they're not willing to pay money to solve it yet. Maybe they don't even know that they have a problem yet.

So in any of these cases, you need to be using your free content to bring them to the point where they are ready to spend money to solve that problem or you need to be finding people who are there already, which in a lot of cases, this is actually much harder. 

Now, it might also be that your audience is just the wrong people for your offer and this can happen if you have a piece of content that goes viral. So it's growing an audience and getting in front of people, it's more of a case of getting in front of fewer of the right people than it is about getting in front of as many people as possible.

 

Mistake #2: Your expectations are too high. 

Now, maybe your audience is buying but not enough people are buying to reach your goals and this could be because you don't have enough people in your audience yet. You're not getting in front of enough people yet. In this case, then the solution becomes to intentionally get in front of more people to grow your audience.

And when I talk about intentionally getting in front of more people, it doesn't mean the spray-and-pray approach. It doesn't mean posting on Instagram and hoping that one day you'll go viral or the algorithm will show something to your audience. It means identifying where you can find the right people for this offer, your ideal clients for this offer, and then getting visible to them.

It might mean teaching to people's audiences, teaching their courses, doing interviews on other people's podcasts, or speaking at events. These things feel a lot scarier than just showing up on Instagram with the same content day in, day out because it involves doing things that might be a little bit outside of our comfort zones, but that is also how you intentionally reach more people.

And then once you know that your offer converts, it starts to feel a little bit less. Investing this time and energy into getting visible and building your audience because you know, okay, well, yes, this might feel really uncomfortable. Yes, this might take up my time, but I know that these people will eventually convert.

And I do want to add also that the scary things, speaking on a stage, like, yes, it was terrifying the very first time I did it, I still get nervous when I do it but it becomes a lot easier the more that you do it and it becomes just a part of running your business and growing your business.

 

Mistake #3: You're not building enough trust with your audience before asking them to buy from you. 

It can take quite a bit of nurturing to get somebody to the point where they are ready to buy from you and where they trust that you can deliver the result that you are promising. 

Now, this is where sharing free content consistently can help to build this trust and a lot of this is patience. You've got to be patient and do this consistently over time, even when you feel like you're not seeing the results from it but patience is one part of it and then taking action to be consistent is the other part of it.

 

Mistake #4: You haven't given them a reason to buy from you right now. 

Human beings, we're procrastinators. If something is unfamiliar or requires us to do something that is uncomfortable, like spending money or making some kind of change. Even if it's a positive change, even if we know that starting to go to the gym is going to be the right habit for us to make, we're probably still going to put it off until Monday because it's uncomfortable and we will put it off until the pain of not taking action is worse than the pain of taking action.

So when there's no reason for somebody to buy from you today, instead of next week, you might find that they will end up sitting on the fence for a little while, not making any decision at all.

So how can you then incentivise somebody to make a decision? Deadlines are really useful, but of course, they don't work in every single situation. So how can you show somebody why they should buy from you right now, instead of putting it off till next week or next month? 

 

Mistake #5: You haven't addressed all the questions and hesitations that are stopping them from buying.

When somebody is considering buying your offer, what they really want to know is whether will this work for somebody like me in my particular situation. You'll start to be able to preempt a lot of these questions because you'll have your audience reaching out and asking them and then you'll be able to address them on your sales page or elsewhere in your sales content.

But it's also so important to open up channels for somebody to ask these questions because there will always be new ones that come up, right? So if somebody knows that they can reach out to you via email or via Instagram or wherever they can reach out to you and ask those questions, then they're much more likely to ask the questions and they're going to get an answer to them, which is going to make them feel confident that they are making the right decision.

 

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