Coaches + Consultants: 4 Reasons Your Offers Aren't Getting Traction

Over?the past 20+ years, I’ve worked on hundreds of offers with my clients and, of course, for my own businesses.?

I can?summarize the variety of reasons for why an offer isn't converting into?4 main?problems that I cover?below.

Before I do, I want to clarify that these are the issues that crop up?after you've addressed the biggest culprit of non-winning offers—you have no idea who your offer is for, meaning you haven't figured out your ideal client.?

So assuming?you have?some level of clarity about your ideal client and?you're still not getting traction, read on to see what might be happening:?

1. Focusing too much on process, not enough on problems and results

Your process is the means to the end. Your client is buying the end.

Yes, they do need to know how you’re going to help them get to the end result but it’s not so important to spend pages and pages of copy on it.?

It's easy to go overboard on describing process as well as features if the offer is for a new service or program?and therefore you don't have outcomes to reference.

But I promise, there's always a way to highlight the end result and talk about what your service/program is designed to help people achieve.?

The other miss with too much about process is that it's usually done at the expense of referencing the problems your offer has been designed to solve. Sometimes this alone is the missing piece because in order for someone to under the full value of your offer, they have to believe it's going to fix the problems they haven't been able to by their own attempts.

Creating the connection between their problems and your solution with your offer is a relatively easy fix with my CAASE framework which I explain here.

2. Not enough detail or specificity; everything is too?la-la and pie in the sky

I cannot stress this one enough. When it comes to copy,?vague is a plague.

I see this all the time with?coaches and consultants?who help people get big transformational outcomes—more love, better relationships, empowerment, momentum, abundance, more joy, more time, money, better business, etc.?

It's also impossible NOT to be vague if you haven't gotten clear and decisive about your ideal client.

But, as I wrote above, I'm assuming you have.

So then if there's still a lot of ambiguity and big concept words you can't sink your teeth into, it's because you're either not clear on what you're delivering, the value, or you have no story worked into the copy.?

The problem with vagueness is that it makes it really hard to create emotional connection.

Buyers don't buy without emotional connection.

3. Spending a disproportionate time building out a sales page or a proposal or a sales deck.

OMG, the number of people I've seen get stuck in Tool Town trying to create a sales page or similar for their offer… I can't even.

(This happens with people and their websites?in general too!)

No question?things like a nicely a designed sales page, pitch deck, VSL, or proposal are great to have and for sure good design significantly aids comprehension of content.

If 90% of your?effort is spent on the presentation of the information and not on figuring out if you've got the right information to present, then?it's a lot of effort wasted.?

But GREAT NEWS: You can sell without a sales page or a fancy proposal!?

4.?Developing the offer in a vacuum

This goes along with #3 because I've also seen people spend way too much time trying to get their offer right… without ever putting it in front of real life people.

They take a guess on how to structure the offer and how to language it. That's fine because you have to start somewhere.

But then they second guess, third guess, fourth guess and you get the picture… all without any feedback from their ideal client audience.?

Yes, of course you do need to develop an offer to the point that it's clear enough and compelling enough. I call this the Point of Readiness vs. "done."?

There is no way you, me, or anyone else can?possibly know for sure how it's all going to land until you start putting it in front of people.?

I've seen people guess their offer to death before it ever hits the market. That's a shame.?

I also know there's a huge mindset component at play here when this is happening, usually a combo of Imposter Monster showing up and a personal attachment to outcome.?

Putting yourself and your stuff out there? Even I get nervous sometimes, and I've been at this for a really long time. But it absolutely gets easier with practice.?

…

Listen, if?your stuff isn't selling and you suspect it's because of one or more of the problems listed above, I can help.?Hit me up with a DM about your situation and we'll go from there.