Here's why not enough people are buying from you

Here’s why not enough people are buying from you

There’s a critical piece of the puzzle that we often miss when promoting courses and programs.

It goes beyond helping our intended customers believe that we have a solution that works.

There’s one more level of trust that you must establish before they will invest time, money, and energy in your course.

It’s a simple matter of self-efficacy. In other words…

Does the prospective customer believe they are capable of achieving their desired outcome? Further, do they believe they are worthy of that outcome?

Let’s look at an example.

I have a client in the self-compassion and mindfulness space. A bit of empathy for the intended customer reveals they likely harbor a good deal of anxiety or shame.

Their journey has been a rollercoaster. They’ve tried other mindfulness practices and paths to increased self-acceptance. However, things haven’t always turned out as they hoped. They’ve probably “failed.” They’ve probably put off finding a solution, further increasing their sense of shame.

They’ve internalized a belief that something might be wrong with them, that they are somehow not able to “make mindfulness work for me.”

We could write the world’s best copy leading them to believe that my client and their course are credible and deliver results.

But if the prospective customer still believes they are not capable of reaching the results (or not worthy of them), they won’t move forward and invest.

I think of my own experience over the years investing in solutions to help with my anxiety. During those periods that I feel empowered, I readily invest in courses, books, products, and services.

When I’m feeling especially stuck, it’s harder for me to invest. I spend much longer thinking about it, often leading to inaction (even though that’s the time I need it most).

This phenomenon of waning self-efficacy occurs in every industry and niche, both B2C and B2B. Sometimes it hides behind the surface excuse that the customer “just doesn’t feel ready yet.

The solution is to include what I call Self-Efficacy Bumps into your customer journey.

Psychologist Albert Bandura tells us that three things increase self-efficacy: experience, modeling, and social persuasion. Here’s how to put these into action through your sales messaging.

Experience: Help them get a small win before asking them to buy.

Modeling: Share stories of others “just like them” who succeeded.

Social Persuasion: As an expert, express that you believe they are capable and deserving of reaching the results.

You can offer these Self-Efficacy Bumps anywhere along the customer journey, during any interaction the intended customer has with your brand (e.g., in an email, during a webinar, on a sales call).

When you use all three techniques, your intended customer will be more inclined to move forward.

Not only is this approach more effective, but it’s also more empowering for and empathetic towards your customer.

Think about how this has occurred both in your experience as a consumer as well as a business.

Think of one way to incorporate each of the three types of Self-Efficacy bumps into your customer journey.

Let's take a closer look at each of these four outcomes; pay attention to whether any feel familiar with your situation right now.

Here’s the path to new growth in your business

What is the difference between businesses that enjoy significant new growth and those that flatline or fizzle out despite their best efforts?

I’ll answer that question in today’s email. If you’re feeling stuck and uncertain about how to grow your business, then what I have to share is for you.

In my previous post, I shared how businesses are going through a critical inflection point brought on by uncertain shifts taking place as we begin to emerge from the pandemic.

After an inflection point, a business will follow one of four paths.

1. Blow Up Your Business
2. Slowly Lose Ground
3. Burn Out
4. Unlock New Growth

Which path does it feel like you are on right now?

Read more

They’ve kept me from putting myself out there more times than I’d like to admit. I’m willing to bet it’s the same for you. We can’t let this happen.

The ego trap that can sink your business

“What if I publish content and only hear crickets?”

“What if nobody comments on my post?”

“What if nobody listens to my podcast?”

Have any of these questions ever held you back?

They’ve kept me from putting myself out there more times than I’d like to admit.

I’m willing to bet it’s the same for you.

We can’t let this happen. The world needs your ideas.

That’s why I was thrilled recently to see that a former client and friend, Stu Swineford, had launched his podcast. But he almost didn’t and had already put it off for a while.

Then he had a shift in perspective that changed everything.

When he shared it with me in an email, I knew I had to share it with you.

Here’s what he had to say.

Read more

Isaac Newton's Guide to Growing Your Business

Isaac Newton’s Guide to Growing Your Business

I glared at the organic pile of refuse in the back corner of my yard, clutching a garbage bag in one hand and donning a gardening glove in the other.

For a month, the job of cleaning up the mass of plant material left by the previous occupants had weighed on me. I shivered to think about the creepy crawlies that lurked below the rotting leaves, weeds, and twigs.

Every time I’d thought about tackling the task, there were plenty of other household things to do that were much less, well, gross. And so, I had put it off.

But I knew it had to be done given it was likely a contributing factor to the bugs in the yard.

I finally mustered a bit of resolve.

I’ll just grab one or two handfuls and put them in the bag. That’s all. It’s a start. I can always do more later.

Read more

Content creation doesn’t need to be so overwhelming or time-consuming. Here are several ways you can do to grow your audience faster.

How to Grow Your Audience Faster

“My business needs more visibility, but I struggle to be consistent with content creation. There are just too many things to keep up with. I don’t have time or energy for it all.”

A client recently said this to me on a call and it’s something I hear often.

Consistent content creation is vital to growing your audience and brand authority.

Too often, I see people struggle to keep up with this due to a lack of time and energy or they are simply just overwhelmed.

Content creation doesn’t need to be so overwhelming or time-consuming.

The key is to get as much ROI as you can out of every piece of content you create through syndication and repurposing.

Read more