I get asked questions every single week on how to increase audience, social media likes, reach, traffic and sign-ups, but the one question that keeps hitting me in the proverbial inbox is ‘Why can’t I get ‘THAT THING’ I’m selling, to SELL?!!’
One thing that I am sure of is that wherever there is struggle in online business there is a mindset block, not just a business acumen block. Most bloggers who are experiencing a struggle with their online businesses and turning a profit, are also experiencing a struggle with their mindset when it comes to their online business and profiting from it.
Whether that’s the yoga instructor who feels it is not ‘spiritual’ enough to ask for the big bucks from the clients whose lives she is helping to shift, or the woman who is making $250k per annum working 3 days per week and feeling incredible guilt that she’s making money ‘easily’, OR perhaps it’s the new blogger (like yourself maybe) who is waging that war between anxiety and stress and struggle over feeling like you’re not doing enough (when everybody else is apparently succeeding) every single time you open your laptop.
Maybe you feel like tearing your hair out or banging your head against your keyboard because really? Does it really have to be THIS hard? Why doesn’t anybody buy ‘THAT THING’ you’re selling Dog-nammit!
I see all of you!
I know that if ‘THAT THING’ you want to sell is not selling, it’s probably a mix of mindset and business. So today I’m sharing with you 20 reasons your product isn’t selling.
Please share this post if you think it will help your Sister’s in business. We’ve got your back and are all in this together.
20 reasons your product isn’t selling
#1. You haven’t created it yet.
Self-explanatory. You might need to read this post here to get inspired.
#2. You haven’t told anybody about it yet.
You’ve finally created a product and it’s good. It’s really good. But you haven’t actually told anybody about it yet. C’mon now. Get it out there.
Tell your newsletter list, your social media following, your friends and family (the scariest for all new bloggers), send an email out to your online friends letting them know that this great thing is finally finished and if they think anyone they know would benefit from it they can share.
Create an affiliate program through eJunkie they can use if you like.
Set up a Facebook ad to share the news or boost a post about your new creation.
Create a blog post about this exciting new thing.
Have an online party for the launch via webinar or live Periscope.
Sing it loud and proud from every single platform you can.
#3. You’ve become a slimey sales person.
Oh no. You haven’t served your peeps with free content or value and now you’ve come in hot screaming out ‘BUY MY THING’. Nope. Yuck. Eeew. We (the buyer) seem to have an internal meter for this type of thing and we don’t like it.
But… doing this doesn’t mean you are a terrible person. No way.
It’s a planning and organisation problem. Not a ‘you’re a sh*tty person’ problem.
This happens when people don’t plan their months and weeks leading up to their launch.
They finally create THAT THING and then realise they have to sell it. Ooooohhh. In an effort to sell it they spray every corner of the web with their sales message. But, on the other side of the laptop we are looking going ‘And whoooo are YOU??’.
Selling your thing is a long-term plan. You must, must, must serve before you sell and plan before your launch.
#4. You haven’t solved a pain or struggle.
What problem does your product solve?
Why have you created your product?
And why should your audience even care?
If you don’t know this inside and out then you’re going to have issues with copy on your sales page, in your blog posts, in your ads, in your newsletters and pretty much everywhere else.
The best way to communicate your product is if you know what problem it is the solution for. And if you don’t or it isn’t, then you’re behind already.
#5. You’ve created something that doesn’t match your existing audience interest.
You’ve been blogging about photography all year and all of a sudden you’ve created a book on gluten-free desserts because you personally like gluten-free desserts. Now you’re wondering why your audience isn’t buying.
Make sure that what you create is of interest to your target audience. If it’s a new idea then you’re going to need to spend time understanding the need, then warming them up to your idea and launch before you actually launch.
#6. You are not selling to the different buying psychology’s of your fence-sitters
Fence-sitters are those people who were sitting on the fence between being a yes and a no to buying your product. If you don’t appeal to them, you’re losing sales.
Here’s the four buying psychology’s of your fence-sitters (as defined by moi).
- The Fretter – “What if I lose my money? What if this doesn’t work?
- The Dawdler – They are the people who wait until the last minute to buy, sometimes emailing you because they’ve made their mind up after the cart closes to see if they can get in. They weigh up the cost and the pros and cons until the cows come home. Often missing out and then calling it ‘a sign from the Universe’
- The Cynic – “Who are you even to be telling me to buy this, do this, or trust you?”
- The Detached – “Does this even matter to me?” Would it even matter to my life if I bought it? Would it make a difference? They’re indifferent.
You must be able to:
- Make The Detached care
- Make The Cynic trust
- Make The Fretter stop worrying
- Make The Dawdler act now
#7. You haven’t shared social proof that it works or does what you say it does.
(This is what The Cynic needs). Can you share any info on how this has already helped someone else?
A third party recommendation is three times more likely to sell a product than you saying it’s great. (Of course you think it’s great!)
#8. You haven’t reassured your fence-sitters of their ‘get-out-of-jail-free-card’.
(The Fretter needs this) This is not always applicable to each product, but have you given thought to a ‘money-back-guarantee’ or a ‘cooling-off’ period. Sometimes this is the nudge that buyers need before they sign up or press ‘Buy Now’.
#9. Your branding is cack.
Is cack a word?
I’m sorrynotsorry. If you don’t have cohesive branding across your product online then your target audience can’t engage with you as well as you would like them to.
Pay for nice images for your sales page, make sure your colour palette is balanced, use the same font and style across your sales and marketing.
We are visually engaged BEFORE we learn about what your product is, so if you miss the chance to visually engage us, you miss the chance to tell us how valuable your product is.
#10. Your message is too convoluted
‘Buy my product and it will help you be a better mum, cook healthy food, shine shoes, make beds, be paleo, meditate, lose weight and generally have a much more magic life – all in a 16 week program!’.
(I know from experience) This doesn’t work. If you’re really good at copywriting then sure, you’ll surely entrance a few people, but for the majority this is simply too much info, too many areas, too many results and it’s all a bit hard to deal with even reading this right?
Choose your topic. Keep it simple stupid*. Sell it to a niche audience.
*I don’t really think you’re stupid. It’s just part of the acronym. I love you. You know that right?
#11. It’s identical to another offer by another person in your space
It’s gong to be harder to sell an exact same message to an exact same audience as an already existing product.
Try to find your Unique Selling Point (USP) and then market that. There’s room in every market for many different products, as long as you can find the gap and fill it.
#12. You haven’t warmed your audience up to your sale
One of the best ways to validate your ideas is to share them with your audience. Firstly because you’re relationship building as you do and your relationships with your audience are paramount to your sales success.
Secondly because the more you talk about your idea, hint at it and tease with it, the more people will be chomping at the bit to buy it when it launches.
Many bloggers are afraid to talk about their product too much before launch, fearing that someone will steal their idea or people will get sick of it. This is a scarcity mindset and needs to be released. This is you getting in your own way.
Share your ideas and share blog posts regularly on your topic. Share launch dates and struggles and interesting things about your creative process, your topic and your product so that your audience are already invested in it before they buy.
Relationships matter. Connection is everything.
#13. You don’t sound like you have any faith in it OR the doubters got you doubting.
‘So, do you think you might want to… ummm… buy my thing? ‘I’ll discount it by 50% for you for today, launch day only’.
Okay, so here’s the thing. YOU AND YOUR WORK ARE VALUABLE. You deserve to be paid for the work that you do.
I believe in authenticity, but I also know that nearly every single person who has ever launched anything has doubted the value of that thing when they have launched. So, if there is ever a time I want you to fake it to make it, it’s here.
Your inner Ego is saying ‘You’re not good enough’, ‘You can’t do this’, ‘Your thing is sh*t’.
Well you know what?
Screw that inner voice or any of the doubters who said you couldn’t do it, or that you would stuff it up.
You go out there and you tell the world that ‘This is an amazing product for ‘X niche’ which will give you ‘X results’ through ‘doing X’.
Do this over and over, practice sharing the value of your product and you will eventually connect with it. It’s a practice that we are not versed in in business because we’re raised typically (yes, especially as women) to be good girls and play nice and be agreeable and look good. Don’t stir the pot. Don’t make noise. Shush the Rah Rah down. Well, I’m here to say I do NOT shush your Rah, Rah. You need it to sell.
Also… don’t discount your product on launch day. Your biggest sales should be around your launch. If you discount at your launch you will slashing your return on investment $$ substantially.
#14. You get scared to sell
I know you might be nervous about telling everyone how amazing you and your product is, so you pop into Facebook and announce your product once, send one email out to your subscribers and then do an inner FREAK OUT because you’re such a loser and you haven’t created something nearly as good as anyone and everyone else and it’s all been a waste of time and you’re going to have to keep working at that job you hate and so you retreat back into your shell. You feel like a failure because it doesn’t sell well and so you give up, quit your work and shut-up shop.
Launching is hard.
Sharing your creativity can be hard.
Knowing your value can be extremely hard.
We are led to believe that if something doesn’t make us a million bucks or that our work is not good enough or that we are not good enough. This is not true.
I like to use the 10X rule. If you are afraid to sell your product or service, then I want you to find 10 different ways to sell your product or service today. Sales is like a muscle. You’ve gotta’ work it.
An interesting way of flipping the negative psychology in sales is to sell and look for the NO instead of the yes. Message your sale in 10 different ways, and then for each way that doesn’t elicit a sale, give yourself a pat on the back… you’re one step closer to the YES.
Yes is GREAT, but No is okay too, it’s the ‘Maybe’ (which is you sitting on your message and not sharing at all) that sucks.
If it helps, pretend that you’re sharing the value of your product on behalf of a friend. This can get a lot of women over the hurdle of saying ‘This is really EXCELLENT!’. (Because I BET you’d do it for a friend AND I bet you’d believe in them too!)
#15. You take the foot of the marketing pedal
If you sell 100 eBooks at $20 each you make $2000. Which is great, but it’s not going to pay the mortgage or keep your kids in nappies right? What happens AFTER you launch is the biggest deal there is. Don’t take your foot off the marketing pedal. Make sure you use content marketing to reverse market your audience directly to your product (read about that here – it’s simple).
Share a piece of content from the product itself as a way of showing to your audience how great the content is.
Host a ‘Birthday’ for your product.
If you are continuously building an audience and subscribers then they need to know about your product too! Don’t do them a disservice. Set up an automated responder to all new subscribers to your list sharing info on your product.
Add a marketing message of sharing value+messaging your product at least WEEKLY once you launch.
Never stop marketing.
Never stop marketing.
Never stop marketing.
Never stop marketing.
#16. Your audience don’t know what the result is
If you can’t tell your audience what the specific result is of buying your product, then your audience will struggle to know why they should buy.
Make sure that you share the results with your peeps and you will see more sales made. (This should tie in with the pain, problem or struggle you are solving).
#17. You don’t invest anything into making sales
You don’t have to spend thousands of dollars on advertising to help get the message of your product out there, but hey, it’s worth thinking of investing something into making sure you reach those who might be interested in your product.
You can run a Facebook ad for as little as $1 a day. If you sell only ONE eBook at $20 every two weeks you’ve made a positive return on investment (of $6 – see how that works? You can watch a video I filmed on ROI here that’s short and sweet).
#18. Something is broken.
(Also learned through personal lessons). When you launch something, check and double-check all of your links, buttons, codes and then follow-up emails. The amount of times I have seen peeps share their huge launch message (me included) and the BUY NOW button isn’t working is way too many.
#19. You ask your buyer to jump through hoops.
Your sales button should go direct to cart (after adding any information that is mandatory to complete the process). Do not make your buyer go through three separate pages, wrangle a newborn calf, catch 6 juggling balls and then give you the name of their first born child before they can give you their money.
Make sure your purchase process is as simple as possible.
#20. This is not a reason people are not buying. I just want to say you rock and you should share that ‘rockness’ with your peeps because they deserve to see and hear it. If you need permission to rock your product then this is it. You have permission to Rock.