Overcoming "Offer Apathy" in your Audience (Ep#4)

Are you getting a great response to your content, but when you put out an offer it's just tumbleweed? You could be experiencing offer apathy among your audience - here's how to fix it.

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

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If you're putting out content, that's getting a great reaction from your audience, but when you post about your offers, you're getting nothing but tumbleweed you're experiencing offer apathy from your audience. Here's how to overcome it. But first. Here with the cheesy credits. 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. Hello, and welcome to the upside up marketing podcast I'm your host Katie Spreadbury, and I help businesses just like yours. Create offers. People actually want to buy no more than that offers. People are excited to buy. Um, and if you're experiencing this offer apathy that I was talking about in the intro there, where you're putting out content and getting a great response from people, but you just, when you put out post about your offers, you're getting nothing back. Um, then they, you could be really, really. Close to having the offer that your audience really, really wants to buy it and really gets on board with, we just need to make a few tweaks. And that's what we're going to be talking about today. And make sure you stick around because after I've gone through them, I'm going to give you an exercise that you can take to do today to, um, understand a bit more about why you're offering your audience, aren't aligning and make sure you can change things up so that they do. And so that you sell more of those lovely offers and have all the success in your business that you deserve. So, um, A few years back. Um, when I was working at my corporate job still, I got an email from my husband in the afternoon saying, do you fancy meeting in BrewDog for a pint after work? Now I always fancy meeting a BrewDog for a pint after work. So yes, of course I say, rush to finish off my work. Jump on the tube. Um, all the way up to Camden. And as I'm walking to the pub, I get a text from him saying I'm at the bar. What do you want? So I placed my order, um, walk into the pub. No husband is not there. I'm more importantly, nor is my beer. He's gone to the BrewDog in Shoreditch. Yes. There were two of them. There are many, many more now, but at the time there were two of them. And, um, neither of us had talked to clarify, cause I thought it was obvious. We would go to the brew dog that we always went to and he thought it was obvious that we go to the one that was closest to both of our offices. Neither of us had even considered that the other person wasn't on the same page as them. And we'd ended up into completely separate brew dogs quite far away from each other. Um, What I'm saying is don't do this to your audience. I'm going to give you three reasons today, why you might find you're actually not on the same page as your audience while you might be going to Camden while they're going to Shoreditch. Um, and the first one is making sure that your offer and your audience are actually aligned. Are you talking to the right people? So if all your content, for example, Um, if you work with businesses and all your content is about, um, getting that first sale, getting those first few clients, getting those business foundations in place, et cetera, et cetera. Then you pout on offer about scalings 10 K months. You're talking to the wrong people. Your offer about skating to 10 K months might be brilliant. For people that already getting that consistent income, they've already established in their business and they're comfortable with where they're at and they're ready to move to the next stage. But if all your content to this point has been about and your lead magnets and freebies. And the way you attract people to your audience has been attracting people who are at those very early stages of business, where they've not got that consistent income. They've not got those consistent sales yet. You're talking to the wrong people and yes, your offers will fall on deaf ears. So make sure those two things are aligned, make sure your audience and your, um, your audience, your core content and your offer are all in the same place. And they're all talking about the same thing. If there's any disjoint in there, then you're going to lose people could, because you're going to find you're speaking to the wrong people. Um, and that's why your offer won't get the response that you wanted to get.. The second reason you might be experiencing offer apathy where your offers aren't getting the response that you want, even though your content is great and people love it. And your. You've built your audience, but when you put out enough, but you just get silence. Um, is. It all comes down to, um, it's called the curse of expertise and this is where, um, you know, too much about a thing. It's really hard to put yourself in the place of someone who doesn't know so much about the thing. They're not so familiar with the problem. Um, what's obvious. What I'm saying is what's obvious to, you might not be obvious to someone else. You can see why they're having the problem, but if they can't, you'll be talking to a brick wall when you put out offers about it and with your content about it. So my classic example, you may have heard me use this one before and is a confidence coach offering to help people overcome anxiety, um, or overcome that anxiety about being visible so they can show up on their social media. Um, More more consistently. Um, But if their audience hasn't identified anxiety and confidence is the reason they're not showing up. And they're looking for time management solutions so that they can fit everything into their day and get round to doing their posting on social media. Um, they're not going to see the relevance of that offer to them and they're not going to be responsive to it. So you need to make sure that you are addressing the problem. They think they have not the problem you think they have. Um, and it's only by doing this, you're gonna be able to get their attention because otherwise they're just not going to think it's relevant and they are not going to listen. And you can hear more about that in the previous episode of my podcast, I think it was episode number. To I talk about relevance quite a lot in that one. Um, so go back and have a listen to that. If you, um, if you want to know, understand more about how you can make sure that you are meeting people with the problem, they think they have, not just the problem that, you know, they have. And then the third reason that you might be experiencing offer apathy where people are really sort of responding to your content, but they're not. Buying your offers. It might be down to the language you use. Um, I mean, this could be really obvious or it can be really subtle. I mean, we're told all the time avoid jargon in your marketing copy, but that doesn't really get to the root of the issue. And what counts as jargon might be more mundane than you think. Um, so. What you really have to make sure you're doing is talking in the language, your audience with talking. So if they are using jargon, because they're already experts in this area, make sure you do it too. Otherwise you're going to attract the wrong people. For example, um, one of the coaches I follow has just, um, been promoting a. Um, been promoting a course about Facebook ads. And in it, he talks about training the pixel. I don't have the first clue what training the pixel means. So I'm looking at that guy and well that that's not for me. I don't understand that. That's no. I can't get on board with that. I don't know where that is. But I know this guy and he's a savvy marketer. He would have done that on purpose because he'll be wanting to attract people who have got a clue about Facebook ads. They have started doing it. And, um, they know what training the pixel means. You know, he's trying not to attract newbies like me. He's trying to, um, like repel the people that don't propose a horrible word, isn't it. But he's trying to. Put off people who aren't ready for it yet. Um, by using jargon, but by doing that, the people that are ready for it go, this is for me. I know. What about training the pixel? I want to know how to do that better. And they're on board with it. So using the language that matches your audiences. Experience and how they were talk about it is really, really important in helping them understand that it is for them in both directions. So attracting the right people and putting off the people who you don't want on the course, because they're not going to get the most out of it because you're not going back to basics for a beginner. You are. Um, You are you. Sort of starting a bit, a bit further along in the journey. I need them to have a bit of knowledge before they start. So that's really, really important. So it's not about not using jargon, it's about using the language that they would use. So that's, that's an example about technical terms, but like I say, it can be a lot more mundane than that. It's not enough to be understandable. You need to be relatable. And that means using the words they use when they think about it in their own heads. If you're trying to, um, sound clever by using expressions, but, um, Like they've, they're genuine expressions. They make sense that people can read them and say, yeah, I know what that means. But it's not the way they think about it in their own head. It just adds a little layer of disconnect there. Uh, means that they're not, um, quite as on board with it, they have to sort of stop and think rather than it just doing in the narrative, they've already gotten just. Seamlessly blending in with what they're already thinking. Um, so for example, if you're talking to businesses in the long online space who aren't expert marketers. there are people who are doing their own thing and happened to have to do marketing in order to run their business. Then rather than saying increasing inbound leads, which most people know what that means. Most people know that means people messaging, you, asking you about working for them and you not, you having to message other people and say, Hey, do you want to work with me people know that that's what it means, but if that's not the words they would use, then it's not gonna sound to them. Like it's for them. It's going to sound like it's something that's there for. People who are a bit more expert in marketing than them. And they might not consciously recognize that, but that's the message that you're sending. It would be far better for this audience to say. Fitting your inbox with messages from people asking how to work with you. Because that's what they want. They, they're not sitting there going, oh, I want to increase my inbound leads. They thinking. I want a inbox for the people asking how to work with me. That's the way they talk about it. That's the way they think about it. So that's the words you use. Um, or to take a I'm I'm I'm a runner. So I use a lot. Analogies are, um, fitness based. You wouldn't say increasing your aerobic capacity to increase your, the duration of your runs and your pace. You'd want to say. Run faster for longer. Because that's what people want to do. They don't. Go along going, oh, I wish I was increasing my aerobic capacity so I could increase this run duration. When after 20 minutes on the road, they've got to turn around and go home, even though they were planning to be out for an hour. They're saying I wish I could run for longer. So using the words that they would use, um, will really increase that, um, connection resonate better with them and joining in with that monologue they've got going on in their heads is far more effective than trying to take them out of it and switch them around to see your point of view. Um, and it also, it's got the side benefit of reassuring them that you really understand what's going on for them. Um, and you know, because of that, you're worth listening to, um, so making sure that you're meeting them where they're at in the terms of the language. You use as well. So, what I'm saying is. Don't go to the wrong pub. He's saying is make sure you're meeting your audience where they are at, at the stage they're at, along the journey, um, in their understanding of the problem. In the words you use, when you talk about it, every single one of those things, you should be putting your audience at the heart of that and meeting them where they're at. Not expecting them to make the effort to come to you. You're making the effort to go to them. Cause that far, far, far increases the chances that they are going to listen to what you say, take him what you say. And wants to buy your offers. That you have for them and wants to get you on board to help them rather than anyone else. Um, to see whether your offer does this. I've put together my top three tips. Uh, to validate your offer before you launch it, or if you already have launched it, it's these work too, you know, you can see where the holes are and where you're not, where there is that disconnect. And you're not quite meeting them where they're at. Um, it's three quick and easy exercise to test. If your offer is right for your audience. Um, and to pick up how to improve it. Um, And when I say quick and easy, they really are quick and easy. You can have the first one out within five minutes of downloading this. So to grab you a copy of that, simply go to www.orangesheepresearch.co co.uk forward slash validate that's orange sheep research.co.uk forward slash validate. Um, and I will ping that copy over to our inbox straight away. If you're watching on video, you'll see, I've got my orange sheep behind me. That'll help you remember that. URL, orange sheet research.co.uk. Forward slash validate. Now I promise you an exercise that would help you overcome this offer. Apathy. Um, and get people buzzing to buy your offers, but without any sleazy, pushy, FOMO driven marketing tactics that make you feel uncomfortable, this is about improving your offer. So that you don't even need this stuff to make people excited to buy it. Um, so I want you to go out and try asking, put this question on your socials today. Try asking this to your audience. Um, I want you to first qualify who you're asking. So question for those of you who have the problem is yourself. So to use the example that I used earlier in the podcast. Um, question for those of you who aren't managing to post, as often as you'd like on social media. Or question for those of you who haven't cracked us up on our time and your 10 K yet, despite training we gear for it, the more specific you can be the better, because people will think, oh yeah, that's me. I can help here. I can help here. Um, I'm just doing some research and I would love to know why you think that is That you haven't managed to do that, or you're not managing to do this. What is it that's getting in the way what's stopping you? Um, Invite them to direct message you the answer. If they don't want to share it in public, this can be a problem. Sometimes if you're trying to, especially if you're trying to get to the root of pain points and problems, sometimes people don't like to add all that in public. Um, especially if they're, if your audience is businesses and the people are businesses themselves and they don't want to, um, sort of show any weakness and vulnerability when they might have potential clients in the same groups and in the same audiences. So it's really important to sometimes when you ask asking a sensitive question, give them the option to DMU the answer. Um, but either way. Um, yeah, I'll ask them what it is that they think that stopping them. And then when you've got your answers, follow up, pass more questions, you know, dig a bit deeper. Then work that into the way you're talking about your offer. Have a look at your language the way. The language you're using on your sales page, does it match what they're saying? Are you using the same sort of terms, phrases? Have a look at the problems they're having. Does that match the problem is your describing it. And having it all. At, um, If you're not getting your responses to this, have you got the right people in your audience? Are the people in your audience actually having this problem or have you attracted people though, right. Different state. And I'm talking about attracting people that are the right state. Um, one of the tips that I share in that download, I just told you about addresses exactly that issue as well. So don't forget to go and download that. If that's something that you're worried about for your audience. Um, and I'll put the link to that in the show notes so that you can, um, grab that with just one click and don't have to remember the link that I'm describing to you. Right. I think that's it for me today. Thank you so much for listening. Um, if you enjoyed this, please do tell your business buddies about it. Tell everyone about it, spread the word. And, um, don't forget to subscribe. So you hear when the next episode is out, they come out every other Tuesday. So I will see you in two weeks time. Uh, thanks very much for listening slash watching. If you're on YouTube and I will see you soon. Bye.