Welcome! This is post #2 of 4 in my series, Where Do I Start with Marketing? Check out post #1, “There’s Too Many Options,” if you missed it!
I’m Getting Nowhere
You launched your program! (Or your product or service.)
And … crickets. No one’s signing up for your freebie, no one’s signing up for a free call, no one’s enrolling.
It’s easy for people to panic at this point, and then to double down on the same tactics without making any changes. So if you’ve been posting on Facebook, you start posting twice as often, and your posts take on a sort of manic tone. It can be easy (at least, if you’re me) to start sounding desperate and needy … which tends to repel people. It also feels awkward for you!
Change the Game
When you’re not getting the results you want, you need to change your thoughts and your actions. Here’s how to change the game for yourself and your marketing.
Work on your thoughts
Nothing has helped me more in life and business than learning to work on my thoughts about a problem before I work on the problem.
I use a thought model to help me with this. Let’s take an example. In the model, circumstances (what’s happening — the problem) are always neutral. Our thoughts about our circumstances cause feelings; feelings cause our actions; and actions create our results.
Circumstance (C): Program is not selling
Thought (T): I’m a failure. This is never going to work. I’ll never succeed in business.
Feeling (F): depressed, discouraged
Action (A): When I feel depressed and discouraged, I tend to comfort myself and buffer my feelings. For me, these means eating sugar and watching Netflix instead of working. I also procrastinate. I don’t know what to do … so I do nothing.
Result (R): When I comfort myself, buffer, and procrastinate, I don’t work on my business; when I don’t work on my business, the result is that my endeavor does not succeed. This result proves the thought I was originally thinking.
When I change my thought — the sentence I’m thinking in my mind — it changes everything. Note that the circumstance is the same.
Circumstance (C): Program is not selling.
Thought (T): I will do whatever it takes to figure out how to sell my program.
Feeling (F): Empowered, motivated
Action (A): When I feel empowered and motivated, I research; brainstorm new ideas; and ask for help.
Result (R): When I research, brainstorm new ideas, and ask for help, I figure out different strategies to sell my program. I do whatever it takes to get the results I want.
Try it for yourself! Do a thought download first — write down all the negative thoughts you’re having about your circumstance (the program not selling). Then test out a couple of models for yourself.
Ready for more? Check out master coach Brooke Castillo’s introduction to the self-coaching thought model. Prepare for your brain to explode in the best possible way!
Add value to people’s lives for free.
Shanda Sumpter talks about the concept of “give to give” — instead of “give to get.” Look for opportunities to help the people around you. Do some extra videos for your community, addressing issues they struggle with. Take on a pro bono client who needs help in your area of expertise but can’t afford your rate. If you hold yourself open to helping, you’ll be amazed at the results that will flow your way.
Likewise: the best marketing shows people you can help them by actually helping them. Don’t just tell them you can help them. Help them first – for free – and you’ll build a loyal base of people who can’t wait to pay you to help them even more.
Diagnose the problem.
Let’s get tactical.
If your program isn’t selling, you need to figure out where your sales funnel is broken. To do that, you need to have a clear sales funnel to begin with.
A typical sales funnel may work this way:
- You advertise a free webinar.
- People sign up for the webinar and attend.
- On the webinar, you provide a ridiculous amount of value, and then pitch people your service, program, or product (which aligns to the webinar content), with time-based incentives for signing up (e.g., the program is closing on X date, or people can access a discount or special bonuses by signing up quickly).
- People purchase your service, program, or product.
You want each step of your sales funnel to be very clear. When it is, you’ll know exactly what’s broken. If you’re not getting enough webinar signups, your advertising is broken. If people on the webinar aren’t converting, you need to look at your offer. Is it compelling? Is it clearly articulated? Or maybe the people attending your webinar aren’t your ideal clients for the thing you’re selling.
Another way to diagnose the problem is to ask for feedback. If you do have a few paying customers, ask them why they purchased. Did they already know you? How did they decide that this purchase was a good one?
If you’re part of a free or paid business coaching group, ask your colleagues for help. And if you’ve had people attend the webinar and not buy, email them to ask why. Assure them that their candidness will help you!
Hire a business coach.
The absolute best thing about having a coach is that you will not be tempted to stop dead in your tracks every time the first thing you try doesn’t work.
You’ll go to your coach and say, “This is what I did; these are the results I got.” And your coach will help you figure out your next steps.
This will train your brain to understand that failure does not mean “stop.” Failure is simply feedback. When you accept the feedback and keep going, you find success. Which leads us to…
Whatever you do, don’t stop! Change gears, try new things, but don’t stop.
Tweak your tactics.
This is crucial. Tweak your tactics first instead of completely abandoning them in favor of something else.
If you ran a Facebook ad that isn’t working, do some research on Facebook ads and tweak one or two elements. Test those, then tweak again. Consider hiring an expert. Don’t decide that Facebook ads “don’t work for you.” Facebook ads work; you might just need to tweak your message or the ad itself to get the results you want.
See everything as data that is going to help you get where you’re going.
Check back next week for the next installment of Where Do I Start With Marketing?: I Don’t Have Time to Market. Sign up below to be the first to get it!
July 16, 2018