It’s rare for me to go a full day without seeing a post by a #womanentrepreneur asking her peers (us) about why her thing — that she loves and believes in– isn’t selling! And this is something we’ve all gone through, right? We tell people an idea we have for a product / service / offer and we get an overwhelming att-a-girl applause… which lasts right up until we invite people to ACTUALLY buy it.
All of the sudden, the peanut gallery goes silent. No more applause. No more att-a-girls. Just heart-breaking silence.
So, just yesterday I saw this same thing happen. A woman bares her soul about the fact that her mastermind was not selling. DOZENS of comments about
✅ mindset,
✅ money blocks,
✅ overcoming childhood trauma,
✅ imagining success,
✅ vision boards,
✅ affirmations…
And I’m not saying that these things don’t matter. They do, but you know what ALSO matters?
🔥 MECHANICS.
🔥MARKETING BASICS.
🔥A CLEAR OFFER.
And
🔥 BRAND AUTHORITY.
It’s fine to focus on mindset and visioneering and all of that. I 100% recommend doing that. BUT you cannot overlook the mechanics of business and the SCIENCE of selling. So, here is your very own DIY “Why Is My Stuff Not Selling?” Sales Audit.
Your Sales Page Checklist:
Remember, this need not be an actual sales page. It can be an email invite, a print invite, a printed insert for your newsletter. BUT when you are wondering why the sales aren’t coming in… consider the following:
✅ Does it SAY who this offer is FOR? Have you called them out by name? Something like: If you are a seriously driven woman entrepreneur who is sick of wasting time and money on programs that are super fancy-looking, but never seem to work for you…
That’s a GREAT “this is who I’m talking to” start to your sales letter.
Here are some other fill-in-the-blank STARTERS for a great sales offer:
- Attention _______________, _________________ and ________________ who are ready to _____________________ without ___________________.
- Calling all ___________________ who are done with ________________ and ready to _______________________.
- If you are a ___________________ who has already tried _______________, stop what you’re doing and read this.
All of these templates call out your WHO,
but also begin to hint at the problem you solve… and / or the solution you sell. Here’s another way to call out the people you aim to serve.
✅ Does it SHOW them the problem your offer solves… and YOUR understanding of the problem your offer solves?
The truth is that if you can COMMISERATE with people’s pain…if you an genuinely connect with them about your understanding of their problem, if they think you understand their PROBLEM, they will automatically assume you know the solution.
Too many sales people and entrepreneurs talk so much about themselves, they forget to connect with their market over the very problem, the frustrations that they solve.
CONNECT with them. Let them know you SEE them… REALLY see where they are right now. (Example of an article I titled, “I see you,” written to the DRIVEN women entrepreneurs.
✅ Do you give a STRONG call to action? AND Do you point out the COST.. the RETURN on INaction?
Plain and simple, did you actually make an ask? Did you tell them that you want them to buy? Did you SPELL out your offer? Not JUST the “list of deliverables” but also the END benefit of buying from you / working with you?
Do you SELL them on what they can EXPECT after using your services, buying your product or joining your membership?
And did you WARN them about the possible ROI (return on INaction)? Because we often don’t lose would-be clients to a competitor… MOSTLY we lose them to the option of taking NO action, doing nothing, or persisting in the very actions they’ve been doing all along. Further reading: The WORST ROI of all
✅ Does it show how your offer is DIFFERENT– or will turn out differently for them — than anything else they’ve tried?
Look, you are NOT the first option they’ve considered to fix that problem or get that result. They’ve tried things before that didn’t work. ADDRESS THIS ISSUE. Bring it up FIRST… right there on your sales page / sales invite. This post addresses some ways that Women Who WOW is different than other memberships.
Sales Process Checklist:
✅ Did you — in fact– personally ASK anyone to buy? Or were you posting and liking and sharing… but not actually saying “Michelle, I’d love for you to consider this”?
Were you sending a link and saying something sheepish like, “What do you think?” [WRONG!] instead of “Let me know how to get you to Yes!” [RIGHT!]
✅ Did you follow up with non-responders in a way that conveys that 1) your invite was NOT a mass email and 2) you really think this product / service / offer would HELP them (and why!)?
Because you want to follow up like you MEANT everything you said in your initial pitch. If you REALLY believed in what you had to offer and you REALLY believed it would help them, would you NOT follow up with them to see if you could get them to YES?
btw, here’s a little rant I wrote about entrepreneurs who do NOT believe in what they sell.
BRAND AUTHORITY
Your authority in your industry is built deliberately over time, but it cannot be overlooked. Instead of a true “audit” series of questions about this, I ask you to read the following when you have time.
3 ways to erode your brand authority
✅ 4 critical steps to marking with authority
✅ 3 secrets of authority marketing
if you’ve made it THIS far in this post, and you still want me to take a look at YOUR sales page and give you some tips on how to make it… you know, sell… Message me.
