Why Confusion is Causing Your Business to Fail

Keep reading to the end to get 7 must-do's to avoid this from happening to your business.

One of my favourite marketing mentors Dave Albano told me this in a coaching session.

A confused mind never buys.

So here’s the rule, every time you post content, run a one-on-one consultation, or pitch clients you want to sell one thing at a time.

Particularly at the starting point of the buyer's journey, your link in your Instagram or LinkedIn bio!

You can’t offer this high ticket program, AND that supplement product, AND this drink, AND that clothing AND Oh, By The way, I'm launching my program so join this waiting list! You're giving people too many options and making them choose… It's frankly just confusing the crap out of these poor people.

It’s okay to differentiate between premium and basic: here’s my program and there’s a basic and deluxe. Or here's a monthly price and we do an annual price.

The key is in communicating this outcome with clarity.

But particularly in your link in bio, you want to have just one thing.

Why? A confused mind never buys.

People don't buy because of the features of your platform. They buy into the specific outcomes, benefits and body transformation that those features will give them once they use your platform.?

?? And that, in essence, is what you are actually selling them.?

You are selling the dream, the outcome your customers are getting by engaging with you and your program. Be ultra-specific about this.

The key is in communicating this outcome with clarity.

Creators, who may be more inexperienced with sales and marketing oftentimes make the classic mistake of ‘feature dumping’ in their marketing messages and a boatload of products but somehow expect the customer to figure out the benefit they will get if they buy the program. Then when they click the link in the bio, they're presented with a massive list of products and the program is lost to them completely.?

I see it all the time, especially when you click on their linktree, taplink or whatever the latest gimmicky link-sharing tool is.?

A massive list of programs, products and stuff that rarely makes any sense to the core offer.

In many cases, creators are obligated to promote those products because of brand deals negotiated by their agency. It’s not conducive to helping you become the entrepreneur you set out to be.

Bad news!

Suppose that sounds like you, I strongly recommend you stop it! It's not going to work for you in the long run, and you’ll just get frustrated with the lack of sales and you run the risk that your hard-earned audience will switch off completely.

If your prospective customers are confused by the program you are presenting, how you describe your offer, and you’re throwing the kitchen sink at them with the plethora of products you have on offer,?they are more likely to nod their heads politely and walk away, rather than engage in a discussion about how you can help them. The worst-case scenario is that they completely unfollow you and never come back.

There is a better way to get more customers, more quickly

Good news!?

There is a better way to get more customers, more quickly, more excited about your offer and way more likely to buy from you.

Communicate the benefits and the desired outcome to your specific niche of customers with ONE specific program tailored to your niche, rather than the features and a ton of other unrelated products. It dilutes the core offer too much.

You may not like the sound of what I'm proposing next, but I recommend you set up a dedicated channel for your program. Although it may take a bit more work, it's the best way to build a committed relationship with your audience. They'll follow you, and engage like raving fans who not only happily buy your program but also freely recommend it to their friends, exponentially growing your sales. Creators that do this well, have disproportionately more program sales with less following. Because they care, show up daily to share value and are specific in their messaging and offer, people buy.

As promised, here are seven Do’s and a few Don’ts for positioning yourself for more sales, and communicating with clarity:

7 MUST-DO's…

1. Know the difference between a benefit and a feature. A feature is something that your service “is” or “does”. A benefit is something that your service “means” to the client. (Top tip: If you suspect you're talking about features, answer the “So What?” question which will change the feature to the benefit.)
2. Use plain and simple language, so that people understand what you’re saying.
3. Keep your list of benefits short. Most people can only remember two or three thoughts at one time.
4. Emphasise your unique differentiators, so that you distinguish your niche.?
5. Set up a dedicated channel for your program. This is undoubtedly the best way forward.
6. Talk to your niche, understand their unique problems and communicate the specific solutions that will resonate with them exclusively.
7. Have one link in your bio. Link to a landing page that will offer a valuable piece of content for your niche they couldn't get any other way and start the journey to the sale.

5 DON’Ts…

1. Lead with your process, logistics, pricing, credentials or resume – because that’s not how people buy.
2. Be too clever with the language that you use, it will confuse people and create an emotional disconnect.
3. Use industry jargon, cliches or overly technical terminology. Just keep it simple. KISS!
4. Use vague adverbs and adjectives; be concrete and specific
5. Have a linktree with multiple products. Have ONE link and sell more

For more online sales tips, follow Edward van der Kleijn