Why people aren't buying your offer [Avoid these mistakes!] (Ep#1)

You've got a stonkingly good offer. You know it could change people's lives. So why aren't they buying?

If you're sick of creating stuff that no one buys, then Episode 1 of the Upside-Up Marketing Podcast is for you. We are looking at the top three barriers people who are absolutely perfect for your offer have to purchasing, and how you can overcome them.

Plus I will be sharing a social media post/email you can share TODAY to learn more about why your people aren't buying, so you can take immediate action to change this!

You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validate

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Transcript

0:00

You've got a stunningly good offer. You know, it will be absolutely perfect for people, so. why aren't they buying? Ever found yourself stuck in a spiral of second guessing what's gone wrong. Was it the webinar or not the right launch technique. Uh, should you have got some professional headshots done, perhaps, maybe LinkedIn, just isn't your platform. Perhaps you've found yourself in an endless cycle of putting out offer after offer after offer. When each one doesn't quite hit the mark with your audience. One thing's for sure. You're sick of creating stuff that no one's buys. And you're fed up of doing everything bustinga gut getting it out there for no returns. It's exhausting, you know, that what you've got could really, really help people. So why can't they see it? Why aren't they buying. In this very first episode, I'm going to be talking about firstly what's it almost certainly. Isn't so things you can stop worrying about now don't invest any more money in these things till you've got your offer working and then go through the big three reasons that people who are absolutely perfect for the program, don't buy it. Um, and that means that when you're putting together your offers, when you are sharing them, when you're talking about them doing your sales pages, your content or that sort of thing, Um, you can make sure you're not setting these bear traps for people to fall into preventing them from even getting anywhere near your offers. And you're giving them a nice, easy path towards deciding whether it's the right thing for them or not without any obstructions or questions getting in the way. Um, I make sure that you stick around for this week, ask your audience question every week, every episode, I'm going to be giving you a question that you can go out there with for your audience. So bonus number one is a bit of social content for the week. And number two, you get to learn something about them, which will directly help you with whatever we've talked about in that week's episode. so just to introduce myself, I'm Katie Spraberry and I've spent my whole career understanding why people behave the way they do and how to get to the bottom of what they really want and need. I now take this, all this experience in psychology and research and combine it with my own experiences of running a business. Plus my experiences of helping my clients over the years. to make sure people have their offer perfectly set up so that audience actually wants to buy it. And so that they can set it in a way that feels good to everyone involved, no pushy, awkward or sleazy sales tactics needed over here. Do you want to hear my cheesy intro? QTC intro.

Speaker: 2:23

Using marketing to persuade people to buy your thing is hard, icky and not an effective use of your time. It's an upside down way of doing things. Introducing upside up marketing. Helping you create offers people want to buy and share them in a way that feels good. All over a nice cup of tea.

2:43

Okay. So before I take you through the three big things that are reasons people aren't buying your offers. Let me just tell you a few things that I definitely isn't.'cause, I don't want you worrying about these. I don't want you spending another penny or moment of time trying to get these sorted before you've got your offer working. Okay. So it's not about the marketing techniques or strategies you're using. It isn't because you haven't got a podcast. It isn't because your sales page graphics aren't fancy enough. It isn't because your headshots aren't professionally taken and they're not exotic location with your mug matching your slippers and perfectly coiffed hair. It's none of those things. You don't need to spend another ton of cash on a course of another platform, copywriting templates, photography, branding. It's not those things. It's also, probably not the core of your offer itself. Most people I work with already have a pretty decent offer. It just all comes down to the way they're communicating it and talking about, about it in the right way. And that's why this podcast exists. I want to get you talking about your offers in the right way so that people actually want to buy them. And I can't wait to share it with you. So, if there's not any of those things, what is it? Well, they buying. There were three main peak reasons that people who are perfect for your offer, that is people who are experiencing the problem that you solve. And people who want the result that you offer reasons why they don't buy it. I'm going to go through each, along with a tip of how to overcome it. And if you want to craft an offer this so darn good people actually want to buy it. you need to mitigate all these three big blocks to purchasing along the way. So let's get stuck in. The number one reason that your perfect people aren't buying your offers and what you can do about it is. They don't realize your offer is right for them. This ultimately comes down to relevance. You need to be crystal clear from the start that this is for them and gets them where they want to be. They need to see the relevance to their own personal situation. Quite often. I see people selling. Excellent solutions like really, really good. But they're getting no traction and most commonly the number one reason is that audience hasn't realized the problem being solved is the problem that they actually have. If that sounds a bit strange. Let me give you an example. So if you're a coach setting a program to help business owners with their anxiety and give them the confidence to show up powerfully on social media. So we see a lot of offers out there like that. Don't we, maybe you have one yourself. But your ideal client believes the reason they procrastinating is because they just have too much on, they need help with time management. They need help prioritizing. They're going to be looking at time management and productivity solutions. They're not going to be looking for anxiety. If they haven't identified that anxiety is behind their procrastination. They're not even going to read your posts. Nevermind. Click through to your sales page. Nevermind. Buy your offer. Make it relevant. And this example, instead of talking about how to overcome anxiety, to show up powerfully on social media. We might instead say the number one productivity hack to make sure you always have time for your social media. That would catch their eye. And then you can explain that that hat is actually overcoming the anxiety that's behind the procrastination. So you explain the link between procrastination and anxiety and, um, How then go and say how you overcome it. You're framing it in a way that makes sense to them, framing it in a way that they can understand why it's going to be valuable to them. And then you show them why it is that, they actually need to work on their anxiety. So it's, win-win. They notice it, they get the help they need, and then they're showing up powerfully on the social media. When it comes to selling, understanding what your audience thinks they need is as important, if not more so than understanding what they actually need. So understanding what they actually need, we'll help you design a program that. Solves the problem, but you're the only way you're going to get that into their hands is understanding what they think they need. So that's a really, really important first step to overcome this first big block to buy. Number two of the big three reasons. People who are absolutely perfect for your offer, don't buy it. And what you can do about it is. They don't believe they will learn anything new from it. So much of what we see online these days is just regurgitated AI. Sometimes it's impossible to distinguish one person's offer from another. If they can't see why you've got something that will add to what they already know. It really wouldn't be worth their money to invest. And that's fair enough., After all, if the stuff they already knew was working. They wouldn't still be having the problem with they. So if they don't think they're going to learn anything new, they are not going to invest in your solution. I'll give you an example of this. So, um, say we've got a course and it is. Learn how to create great social media that gets you clients. I mean, that sounds fair enough, doesn't it? But it also sounds like everything else out there. If you hear that, what do you imagine? You're going to get, um, a bunch of templates, maybe a content calendar. Uh, you know, that sort of thing, the kind of thing you see in all those programs. All great resources, but why would I get them from here and not somewhere else? Or I might already have them. However long, my trip will be a framework for creating social content that gets you clients just by adding a framework name in there makes it sound like something they've never heard before. It makes it sound like it's going to be positioned in the new way, which might finally stick with them and break them through that block. So that's one way you can do it or another way, try this one, learn how you can create memes that are super fun and get you clients just by pulling out the specific detail of the course. So it isn't particularly something you would normally get. Get in these courses in these average programs on this topic, make it sound fresh and new, and like it's going to be exciting and a bit different. Um, so that's really important to show them that this isn't just what they've heard before you haven't just rehashed what everyone else is saying. This is something new. This is something different. This is something that's going to move the needle for them. Number three of the big three reasons that people who are perfect for your offer don't buy it and how you can get past that is. They don't trust. They're going to get the results. Now there's two sides to this. They either don't trust you to deliver, or they don't trust themselves to see it through. And I think that second one is often quite overlooked. So whether that's because of. Um, time, commitment, capability, whatever. There's something that makes them things that they're not going to get results from this offer. So, The first part, not trusting you to deliver. That's something you can overcome by sharing your experience, sharing your, um, qualifications and expertise, sharing some social proof of people you've worked with in the past. building up that relationship through your content, whether you're sending emails or on social media, or maybe you have a podcast or YouTube channel. Whatever it is that you use to showcase that you know what you're talking about and you can get them results. That's how you deal with that first one. But I'm going to talk about the second one, because that's the one that I think is often overlooked. Trusting themselves to get the results. And this is something that's, um, uh, on the face of it used, you might think, well, I'm not in control of them. I can't control what they're going to do. How can I overcome this? This is on them. But what you can do is go out there and understand what it is. They think that means that they're not going to be able to do it. And then you can build into your offer things that will mitigate that sings things that will help them with this things that will support them through it. Um, so for example, I'm, I'm a runner. I love running. I particularly love running the source of distance is that most people would think we're absolutely crazy. and that takes its toll on the body. So I know I have to do strength training alongside my running because I mean, let's face it. I'm getting on a bit on the wrong side of 40 now. And I need to do strength training or I'm going to start getting injured. Now. I have some kids. I run a business I'm chair of the PTA. I'm already fitting in three to four runs a week. They're just, there's not space in my life to be going to the gym, to be going to an exercise class, to be doing huge workouts. You know, it's just really, even though it's a priority for me. I can't see where I'm going to fit in. So most of the fitness courses out there. They're just not for me. They're not going to help there. Things that I'm going to sign up for going, oh yeah, that is great. And I know I'm not going to do, it's why I'm not a member of a gym. I don't go to the, local exercise classes. It just doesn't fit in with my life. But then I found a program which I'm now signed up to, which has short online workouts. You do them three times a week and you fit them in at times. That convenient to you so I can do it in my lunch break. I can do it. First thing after I dropped the kids off, before I start my working day. I can fit it in, in the evening while they're watching their, whatever they watch on their iPads. Whatever it is. I can squeeze it into my life as, and when, and I immediately signed up for the annual plan, it was a monthly membership. I immediately went for the annual plan. So I thought, well, yeah, this is it. Isn't it. This is what's going to get me doing it. Fantastic online community for the accountability. And there we have it. The difference between that program and all the many monies I'd seen before. And believe me, there's a lot because I follow a lot of runners on things like YouTube and social media. So I get a lot of this stuff put in front of me by the algorithms. The reason this program was different, is that it showed me how I could get the results myself and I could rely on myself to do it. It wouldn't be something I would just sign up to. That we just sit there unused and be a waste of money. So helping people trust that they're going to be able to get the result is all about understanding why they think they might not be able to and building into your program a way that they can, um, You can support them to do that or otherwise mitigating it in the way you talk about the offer, show them why that's not the case and why they can trust themselves to do this. Now, you know, the three main reasons people don't buy, you can set up your offer to preempt every single one to make sure it is relevant. It was trustworthy. And it is unique. And as you can see, even with a fantastic offer, there are still heaps of things that will stop people from buying. You don't want that to happen to you. So I've put together a guide to my top three techniques you can use to validate your offer before you launch it. Uh, which I want to give to you for free, just for being a listener to this podcast. Um, it shows you how to verify that the offer is something people actually want and something they actually need. Um, something they want enough. Something they want enough to actually part with their money to pay for. Cause that's a big part of it. Isn't it? And how to avoid the barriers that stop your perfect ideal clients from buying your offer. Um, the three techniques all super quick. In fact, you could have the first one done within five minutes of downloading the guide. So you can't use it as an excuse to procrastinate on noting even more. I know what as business owners alike. But yeah, none of that, you can get it straight out there. Um, and start feeding it into your office straight away. So, yeah, if you want that, just go to www.orangesheepresearch.co.uk. Forward slash validate. I've done that the right way. No, it's this way. I always got that wrong. This one. I've always asked, validate. Um, and I will email you over a copy straight away. That's www.orangesheetresearch.co.uk forward slash validate for those of you are listening to the audio audio. I'm trying to use my arm to show a forward slash out. Of course, I got it. The wrong way round. But before it's brought a date, I'll also pop that in the show notes. Oh, and just a heads up. If you've got an offer and you have launched it already, but it's not setting as well as you hoped. These techniques are also really, really helpful for helping you. Uh, pinpoint exactly where the holes are in that exactly where the gaps are, that you can start plugging to make sure. You turn more of those people into, um, people that actually want to buy it. Um, so, um, it works. Yeah, it was just as well on offers that already don't want you to try and shore them up a bit as offers that you are about to launch. So I promised you at the beginning, I would share with you a question that you could put out to your audience today to help you do everything we've talked about in this episode. Now we've talked about a lot, so I have, distilled it down into one question. So here's the question. You can ask your audience today to understand the reasons they might feel resistance to buying your offer. So put this out in your socials today, ask them. What is the worst thing about doing whatever it is that they need, they think they need to do to solve the problem they have. So for my business, that might be, what's the worst thing about doing your marketing, um, or for a health coach? It might be. What's the worst thing about exercising. And if that feels a bit negative for your vibe, you can also add, and what's the best thing. So you can have both conversations as well, but then the bit. The information you really want is what's the worst thing. Um, so always engage with the people who answer, ask them why ask for more detail, strike up a conversation. and this can really help you get past the barriers people have to buy in your offers. for example, in that example, if lots of people say the worst thing about exercising is getting all hot and sweaty and then needing to find time in some way to have a shower. Um, then you might want to release a product on effective exercise that doesn't leave you a hot sweaty mess., Or something like that. C. Do you see how that works? So pop that out on your socialists today. And when you do, I love you to come and share what you find in my Facebook group that accompanies this podcast. It's called the upside up marketing movement. So search that on Facebook, and I'll also pop a link in the show notes, um, and join a bunch of businesses, just like you, who are looking to get more clients through creating offers. People actually want to buy and selling them through ethical marketing methods and marketing means, um, upside that marketing, if you will. And also, if you want to talk about and carry on the discussion about anything we've talked in the podcast today. that's where those conversations are happening. So do come over and join us. It's the upside up marketing movement on Facebook and yes, like I say, the dig is in the show notes. Um, so that's all for week this week. Thank you so much for listening slash watching. Uh, make sure you've hit subscribe so that you don't miss the next episode when it comes out. It's been great talking to you. And, uh, I will see you next time