Are You Offering Your Prospects What They Want?
It can be incredibly stressful when no one is buying what you're offering.
You've put a ton of effort into creating what you believe is an incredibly useful and helpful product... you've done thorough prospect research... and you communicate the benefits loud and clear to your target audience. All so they can achieve the transformation they've been dreaming of.
However, no one is biting, and you're starting to doubt yourself. You're thinking, “Did I make a mistake? Am I attracting the wrong audience? Am I just delusional?”
The fact of the matter is, you may be offering a product that isn't quite hitting the mark for your prospects. If they don't feel it's exactly what they need, they aren't going to give you the time of day.
That's why today I'm going to show you the secret to finding out what your prospects want. And how you can ultimately create an irresistible offer.
You'll discover the secret to “spying” on your prospects...
Why you need to get personal with the people you're trying to help...
And how you can transform your product into a winner, no matter how long it's been on the market.
Do You Know What Your Prospects are Doing?
Chances are you have a list of prospects you communicate with in your business.
You send them emails letting them know about new content you've released... communicate with them through social media for that “personal touch...” and you most likely send them sales messaging, linking them to landing pages and sales pages. All good practices for success as an Entrepreneur.
However, do you have any idea how your prospects are interacting with your messaging? Do you keep track of click-throughs and what emails people are opening or not?
A common “newbie” mistake among Entrepreneurs is sending out messaging willy-nilly without finding out whether it's actually working or not. A major no-no if you want to build any sort of real, lucrative relationship with your prospects.
Beyond that, if you don't have any idea what your prospects are responding to, how are you going to create a product and sales messaging that gives them exactly what they want? You can't, because you don't really know what they want.
Having a general “profile” of your prospects through your research is vital to getting started as a business. It helps you create a targeted lead magnet and get your Ideal Clients on your list.
However, you have to continually check in and see what they're doing once they come into your world. Otherwise, you may be going completely off track and not even know it.
The best way to do this is by having a powerful CRM system that tracks what they're clicking on and opening. Separate your prospects into two piles – people who are interacting with your messaging and people who aren't.
Keep monitoring them to see what's going on. Is there any particular messaging they do respond to? Or are they pretty much ignoring anything?
Once you have a group of people who seem to be completely disengaged, create new messaging offering them a freebie or two for checking out a content piece of yours. Or perhaps for downloading a free report. See how they respond.
Through these actions, you can discover what gets them going and what doesn't. For example, if you're a financial advisor and you see that your messaging on stocks isn't really getting a response, but real estate investment is, then your audience may prefer that avenue for making money. The only way to find out is to keep an eye on them.
This intelligence will help you in creating your products, too. Chances are your audience isn't going to buy a product about investing in stocks if they aren't even clicking on content about stocks. Ask yourself: is your product focused on a topic your audience is ignoring?
If you find you're not getting enough data, you can take this a step further. Finding out directly from the horse's mouth what you can do to improve your products.
Ask and Ye Shall Receive
The most overlooked way to give your prospects what they want is to just ask.
If your product isn't selling and you're monitoring your prospects activity, you have a prime opportunity to find out why they aren't buying it. Reach out to the group that isn't responding and ask them why they don't want it.
You can say, “Hey, you got into my world because you wanted to overcome this problem, or achieve this goal. I've provided actionable content and have offered a product to help you do that. Yet, you don't seem to be interested.
Can you fill out this brief questionnaire and let me know why you think this product isn't for you? What can I include to make it better and helpful for you?”
Just in doing this, you'll start to get a response and understand what was wrong with the product. It could be any number of things – price, content, length, commitment, subject matter. You really never know.
By asking, you not only get answers that can help you improve your product and drum up more sales, you also get your prospects involved with the product creation process. They feel like you truly care and will be interested in the results of your efforts.
Talking to your prospects and getting to know what they like and don't like will also help you understand who you're bringing onto your list. It may very well be that you're attracting the wrong people altogether.
If that's the case, then you need to rework your lead magnet, ad campaigns, and initial messaging to make sure you're weeding out the “bad seeds.” It'll be better for everyone involved.
The fact of the matter is, in this crowded marketplace, your products must be super targeted. There is no room for wishy-washy generalist nonsense. People won't give you the time of day.
If you're even the slightest bit off with who you're targeting and what you're offering, you're shooting yourself in the foot. It's the hard reality of being an Entrepreneur in this day and age.
So, take this advice to heart and find out what the prospects on your list are doing and thinking. It will make your life a lot easier down the road.
Even better, you can use that intelligence to create an amazing offer your prospects won't be able to resist.
Create Your Winning Product
Now that you've monitored your list and asked them what you can do to improve your product, you can start reworking it to fit what they're looking for.
Truly, it doesn't matter how long the product has been out on the market. You always have the opportunity to go in, improve it, and re-release it bigger and better than ever before.
In fact, a great example of a company that creates “living products” – i.e. products they continually update even after you've purchased them. It's never too late to improve your work.
The best part about this process is it can become a truly immersive and exciting experience for your prospects. They'll feel like they're getting involved from the ground up, helping you make a difference in the world.
So, once you've gotten responses to your questionnaires, let them know that you plan on releasing a 2.0 version of your product thanks to their feedback. This will pique their interest and get them paying attention to your communications.
Be sure to keep in touch with them throughout the process. You can send emails with progress updates, release tidbits for review to see if you're on track, and have Q&A's about the work you're doing. Basically, anything to keep them involved with what's going on.
What will happen is they'll get excited and become invested in your product. They'll feel personally responsible for the improvement, and start to see you as a trusted advisor who truly cares.
And when you finally do release the product, chances are they'll want it!
In fact, you can even offer the lucky few who committed to helping you along the way a free copy as a thank you for their help. They'll be grateful to you for the generous offer, and you'll earn their loyalty.
With this new product, you'll start making more sales than ever before. You already know it's what your prospects want because they told you themselves. And you can plaster that all over the sales messaging.
You'll start to see bigger conversions, more loyal customers, and help more people than ever before. All while you build the business of your dreams.
Create Your Success
The fact of the matter is, launching a product that doesn't do well isn't the end of the road for your business. It just means you need to dig deep to the heart of the matter to find out what's wrong. And fix it.
If you're getting crappy conversions, start a conversation with your prospects. Ask them why they aren't buying.
Get them to take a survey to help you out with your problems. Find out what they think the product is missing. Why it's missing the mark. Ask how they would improve it.
Ultimately, you'll end up getting the kind of intelligence most Entrepreneurs don't even bother to ask for. Allowing you to create a product that is leaps and bounds ahead of your competition and truly helps your prospects.
Remember, getting leads is just one part of the equation. If you're not converting them into loyal, paying customers, you're just wasting your time, energy, and money.
So, take a look at your products (and your response) today and see if you're truly offering your prospects what they want. You'll be glad you did.
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