In my experience, there are three MAIN reasons your market may be either 1) saying NO — regardless of stated reason “why” it’s a no — or 2) ignoring your offer.
You Show Up As A Peer.
I recently read a post by someone who was talking about the “Let’s Just Be Friends” syndrome showing up between business owners and their target market. I see this all the time and typically, the owner is the one who perpetuates this “Let’s Just Be Friends” mentality. The truth is this: if your target sees you as “one of them,” they’ll be less likely to take action on your suggestions. Suggestions like this, for example: Buy this product, or attend this event. =)
Do you think because you sell lipstick or jewelry or cars or home improvement you DO NOT need to be an AUTHORITY FIGURE to your market? Take a clue from a local DJ in my area. He — a smart marketer — wrote a book called 101 Ways To Screw Up Your Wedding Reception (Without Really Trying) as a promotional piece. Genius. Now, people looking for a CHEAP DJ don’t call him. But people who want the BEST DJ and are willing to pay for it do. I’d rather have the latter as clients.
They Don’t TRUST You.
Sometimes, they just don’t trust you. Maybe you’re too hyped. Or you’re incongruent. (Think: the fat personal trainer syndrome.) Or you just haven’t been diligent enough in allowing your market to GET to trust you. (Going for the immediate sell leads to this.) Or you show up ONLY when you have something to sell. Spend time with your market. Educate them. Serve them. Give them time to know and trust you.
You’ve Missed The Mark.
Sometimes, we can fall so head over heels in love with our own idea, product, event or offer that we no longer recognize that our market is saying, “actually, no thanks!” It’s easy to miss the mark in terms of either perceived need or expected solution. BUT — It’s just as easy to TWEAK your offer so that you hit the mark head-on!
