What If Your Audience Isn’t Buying?
Last week, I launched a new service that seemed very well received.
- This is awesome!
- Really interesting!
Yet after 24 hours, there had been only one purchase…
…and it was from one of my most supportive clients who has worked with me for over a year, so she knows from personal experience the quality of such sessions.
Usually within 24 hours of announcing a new offering on my FB Page, there are at least a few sales, which then multiply as I send a few emails to my subscribers and run some FB ads. So I knew that this new offering (at only 1 sale after 24 hours) is going to have far fewer total sales than usual.
This reaffirmed a lesson I’ve learned from 10 years of selling things:
When you’re selling something your audience isn’t used to buying, you’ll get very few (if any) sales… even if they praise the offering.
As you saw above, my audience seemed to love the idea… but it’s not something they’re used to buying, compared to the other things I sell, which they are used to buying from me or others:
What I was selling above (focused co-working sessions) is different enough that we could consider it in a separate category… one that my audience isn’t used to spending money on.
What if you really believe in the product or service?
…and yet your audience isn’t buying?
Here is the formula to consider:
To get enough sales, you will need enough people, seeing a type of offering they’re used to buying, that is from a credible source, at the right price, and seeing it often enough.
Let’s visit each factor briefly:
…is an essential component to making enough sales.
You want to sell 10 instances of anything, you’ll probably need at least 100 people seeing it and depending on other factors, maybe 1,000.
Chances are that not enough people are seeing what you’re trying to sell.
- Email Subscribers. Have you sent an email especially about this offering to your subscribers? Perhaps you’ll need to send 2 or 3. (I usually send just 2, but most marketers send 5–10, which feels salesy in my opinion.)
- Supportive Friends and Fans. Have you asked some supportive people to help spread the word to those in their network who can benefit from this offering? Or if they don’t think their network would be interested, perhaps they can give you some feedback on how to improve this offering.
- Facebook Ads to Warm Audience. Have you used Facebook Ads to reach people who are on your email list, or who have visited your website, or who already like your FB content? If you haven’t yet, consider taking my FB workshop.
- Facebook Ads to Lookalike Audiences. This is using Facebook Ads’ “lookalike audience” feature to create audiences that “look like” your warm audience. Facebook’s targeting algorithm is typically much smarter than what we could do manually.
- Instagram Ads. Do you enjoy using Instagram? Try the simple and effective promotion method there. Use the “Automatic” setting to reach people who are lookalikes of your Instagram engagers.
- Google Ads. This helps you reach people who are searching for the kind of thing you’re selling. I’ll be teaching a Google Ads course later this year. Sign up here to be notified.
- Influencers. This is sometimes called JV’s or Joint Ventures. This is where you connect with others who have a compatible audience and have them promote your offering to their audience. This of course needs to be done skillfully, otherwise nobody will respond to your invitation to partnership.
Something they’re used to buying…
If you are selling to an audience who has never before bought your type of service or product, then it’s going to take a lot of education and time before they are ready to spend money on it.
- Find out what your audience is used to buying (related to your expertise) and create an offering that is similar to what they’re used to. For example, they buy books? Then you might want to sell books too. They buy online courses? Great, create and sell online courses on your expertise.
- Or if you really believe in your offering even though your audience isn’t used to buying that type of thing, you simply need to present it to them occasionally, for a long enough period, until you get one or a few sales. Then the next time you present the offering, include testimonials or case studies, so that your audience can imagine themselves benefitting from your service or product too.
Are you credible to them?
Does your audience believe that you can really deliver a quality product or service?
The way I like to develop credibility is through authentic content marketing. Enough content, seen enough times, creates credibility and trust.
Be sure to create content on the topic of the thing you want to sell, so that your audience sees you as an expert in that topic, so that when you sell it, it makes sense to them.
Another way to create credibility is through Sampling. I talk about that in this blog post:
What to do if your content isn't turning into income...
First of all, I applaud the consistency of your content! It has important benefits: You have more quickly developed…
Credibility can also happen if an influencer promotes your offering. If that influencer’s audience trusts them, that trust flows partially to you as well.
Lastly, credibility is also about the visual branding of what you’re selling. Is the webpage clean and easy to read? Does it look professional? It doesn’t have to be fancy, just simple is fine.
Is it the right price?
Price matters. The lower the price typically the more units you will sell.
I have a whole blog post about pricing here:
Authentic Pricing for Solopreneurs
George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways…
Have they seen it often enough?
If the above factors are met, but not enough sales, then you should ask how many times the audience has seen that offer?
If it’s only once or twice, it may be too soon to judge the results.
For my promotions, I buy a Facebook Ad to my warm audience and make sure they see it at least 2–3 times. I also send 2 emails (sometimes 3). Therefore they are seeing it at least via email and on Facebook.
If it’s not working… pivot!
Once I had the sense that the Get-It-Done Sessions (the offering I shared at top of this post) wasn’t going to be scalable at this time, I decided quickly to make another offering for this month:
Clarifying Your Core Message (New Course by George Kao)
Clarifying Your Core Message: Improve The Resonance of Your Content & Offerings with Your Ideal Audience ~ A New Online…
…and within 24 hours there have already been 5 sales (compared to just 1 of the previous offer), with about the same number of people seeing both offers.
Clearly, people are more used to buying online courses from me.
Pivoting won’t always work, but no matter what the market’s response is, see it as their guidance for you.
In conclusion, know this:
You have an unlimited number of offerings within you.
Give it the time for the offerings to emerge… but try to balance it with experimenting as quickly as possible, so that the market can keep guiding you (based on whether they buy or not) into better and better offerings.
by the author.