Could You Accidentally Be Creating Buyer Confusion?

Hey Friend!

I will be doing live coaching today with Teresa Davis. We clean up her brand and, most importantly, her offers. Unbeknownst to her, she accidentally caused buyer confusion, and I often see this when my students first come into Podcast to Profit. 

They either don’t have the right offer, have too many offers, or have a combination of offers that they think are getting people to buy, but, in essence, are creating buyer confusion. It’s getting them distracted from what we want them to do. 

Today, we are overhauling our strategy and creating an offer roadmap to help Teresa. Plus, you’ll get a sneak peek at what live coaching looks like inside Podcast to Profit.

Teresa is pretty far in her journey. She is no longer at the beginner stage. She has the podcast and some monetization offers. Don’t let what I coach Teresa on distract you from the step you’re on.

Keep that in mind. Use this as a learning experience, but definitely stay in the current step.

So, if you want to know more about how to prevent buyer confusion, keep reading. We are about to find out!

How To Monetize Your Podcast With The Right Offer

Stef: Let me welcome my very special guest, Teresa! 

Teresa: Thank you, Stefanie. I’m so excited to be here and spend time with you. I’m ready.

Stef: Friends, I want you to get a notebook and a pen. Write down: 

• How does this apply to me?

Let’s begin by telling everyone:

1. About your brand
2. The topics you want to talk most about today 
3. And the number one question you have

The Online Course For Grieving Mothers Who Experienced Loss

Teresa: I have a podcast on grief, and I just recently released a course. I am a one-woman show. I am self-taught and have done everything on my own. I’m at a place now where I am at the end of myself. 

Anyway, I released a course on grief. It has six modules, covering all the pain points of grief and grieving well. I was trying to decide how to make it as available as possible.

Three tracks include modules with videos and a workbook: 

1. I have a track where you can buy an individual model 
2. You can buy the entire course of six modules, which are self-guided 
3. You can buy the entire course, which consists of six modules that I have guided live. It would cost an hour a week to cover the whole six weeks, plus a bonus Q&A at the end, for those folks, which comes to a total of seven weeks.

I have not had much success. I’m stuck.

Stef: What’s your podcast called?

Teresa: The Grief Mentor with Teresa Davis. 

Stef: Is “With Teresa Davis” part of your podcast title?

Teresa: Yes

Stef: Cut that out. You already have roughly 10,000 downloads, correct?

Teresa: I’m about 200 away.

Stef: Everyone, download Teresa’s podcast, and let’s help her reach 10,000 downloads!

Calculating Your Superfan Number and Podcast Conversion Rate

Stef: How many episodes do you have?

Teresa: I have 54. I mostly have monologues. I recently had a little help restructuring my podcast. It’s three monologues and one interview a month right now. 

Stef: So you have about 185-200 people who are recurring listeners to your episodes.

Teresa: I listened to your episode 199 and went back to find my super fan number. You’re on target. That is the correct super fan number.

Stef: When you think about this, we have to have realistic expectations from where we are. I’m doing this math to tell her, “Hey, we have 10,000 downloads and 54 episodes. When we take 10,000 and divide it by 54, we see about 185 recurring listeners who are here.” 

This tells me we have 185 people sitting at the restaurant table, holding the menu, and saying, “I’m ready. Tell me what to buy. I’m so ready. Where is my waitress? I want the thing.”

If we look at our goal starter conversion rate, it’s one percent. I give that to everyone because that’s where we start if we aren’t experts in selling. We have to learn to be experts at selling over time. 

For you, the one percent conversion would mean two sales a month. Is that what’s happening right now?

Teresa: No, I’ve had about four sales since the launch six months ago. 

Streamline Your Offers and Create Less Buyer Confusion

Stef: Here’s what we need to do. We are going to clean up the tracks. 

You probably experienced this during my bootcamp when considering joining Podcast to Profit. When you heard all the offers I have, did you have a moment of confusion? Were you thinking, “Which one do I do? Which one is for me?”

Teresa: Yes.

Stef: That’s because I have two tracks. Now, granted, the majority of people I sell to come through my show. They know me intimately. I’m so clear, and they hear me every single episode, etc., so there’s no buyer confusion. 

But when we do something like this, where we bring people in and have tracks like you set up, people get confused and lost because they are new to you. We have to be as obvious and simplified as possible until we have a few 100 people going through track one, and then they ask, “Can I go to the next thing now?”

That typically happens around $100,000 to $200,000 in revenue. At that level, you’ll see that you need to add another step for your audience. 

What I think is happening, which is so easy to clean up, is that we have some buyer confusion right now. They think they don’t know which track to do. And of those four sales, what did they buy? Which of the tracks did they purchase?

Teresa: I didn’t mention that I offer some one-on-one live coaching, and two of those sales were for one-on-one coaching. Only one person has purchased the self-guided six-module track.

The Strategy Behind Pricing Your Online Course

Stef: What are the prices of the three tracks?

Teresa: Individual $47, self-guide $297, and $597 for the track guided by me

Stef: And how much is the 1:1 live coaching?

Teresa: $97 for one session with me.

Stef: Right there is your first problem. Teresa is more affordable than her course. So, who on earth would choose the course when they can sit with you and crush this thing? They’re always going to pick live coaching when you are available. That’s not a bad thing at all. That’s fine. You’ve sold live coaching and a course. That’s great.

The question is, what do you want? Do you want to be a coaching client or sell the course? Which one would you choose if you could only pick one of those things?

Teresa: Sell the course.

Stop Offering Live Coaching – Focus Strictly on Online Course Sales Instead

Stef: Ok, so here’s what we are going to do. We are no longer going to market live coaching. We aren’t going to get rid of it. I’ll tell you what we will do with it in a minute.

Imagine this:

• You have your podcast
• People start listening to your podcast
• You begin to sell just the self-guided course
• You encourage them to buy “The Road Map for Grief” without talking about any other offer

Here’s what this is going to sound like:

“Friends, you are going to buy The Road Map for Grief, which will take you through six steps to really finding that healing place in your grieving process. You are going to learn this. And this….

Then they say, “Oooh, this is the only solution I’m going to walk in right now.” 

Everyone is going to think I’m going to buy that!

We are going to get rid of the individual models. Taking one module is not helping anybody. Get rid of it entirely and take it down.

So, they come in and buy this self-guided $297 course.

And have a three-month payment plan of $132 a month (this way, you can grab your payment plan, people). 

When they go to checkout, there is a bump offer or a next step that says:

 “Wait, want to go through this live with me? Upgrade to become a Roadmap for Grief VIP.” 

Those people can upgrade to live guided and become VIPs for $597. 

We never sell that. It’s an upsell. This way, there is no buyer confusion. They will experience that at the checkout. 

Rework The Offer – Upgraded To Private Coaching For Students Only

Stef: Now, the last thing on how to structure this is inside the self-guided course is to answer these questions inside your sales page:

• “Are you stuck?” 
• “Do you need help?” 
• “Grab a one-time grief session with me.”

Only your students can buy the one-hour grief session with Teresa, and that’s when coaching sales go down. Those live coaching sessions do not happen on the front end; they only happen for your students inside the program. 

Why am I telling you this, Teresa? Because your student who spends a dollar with you thinks, “You know what? I actually want the live guided. I’m stuck, I’m feeling it this week. I’m going to grab an hour with Teresa.” 

That same student who has bought all the different things with you, but they had to come in all under one clear track. Verses are trying to sell three other things to three different people. That proves to be much more difficult. Does that make sense?

Discovery Call Dilemma – What Should You Offer To Your Client?

Teresa: Yes, it does. I do have a question. I have a discovery call linked in all my show notes. So, now I say “Let’s chat”. What do I do now at the discovery call?

Stef: Discovery calls are fantastic for selling coaching. You can take those discovery calls to sell your course and help them choose between self-guided and regular live coaching. But you have to start marketing the course straight away on the podcast. From today forward, you will sell a course, which is the solution for everyone.

But if you have someone who needs a call, take the call. Let’s avoid taking the discovery calls and instead sell the course on the podcast.

But remember, your podcast is your discovery call. People already know you. They already hear you. 

Since your superfan number is small, you can still use coaching if you need a cash influx. You can say that you only have three coaching calls available this month. You can occasionally do pockets of coaching to help increase cash flow since your superfan number is small. 

But we have to get serious about being transparent with your audience about the one track they’re taking. Be sure to market this to your audience:

Everyone goes through the Roadmap for Grief. Here’s why. You will have opportunities to coach with me during the course. You’ll go through all the material inside the course. Here are the benefits of becoming a student. 

But I am posing the question: Do we really need a discovery call to sell that course?

The Time Frame for Testing Out An Offer Matters

Teresa: The discovery call has been the best offer people are taking. It’s because everyone wants everything for free. 

From my perspective, when I’m talking face-to-face with a grieving mother, that 30-minute discovery call turns into an hour. It’s challenging to look at a face and deny that. It’s hard to charge her and to sell her the course when she’s grieving. I really struggle with sales. That’s one of my issues.

Stef: Now, what I’m going to have you say is: 

• “I’m excited to be learning how to do sales.” 
• “I’m pumped up to become excellent at selling.” 
• “I’m excited to get these moms in a safe place where they can grow.” 

Here’s something else to consider. I went with the self-guided course because it’s less expensive for her. However, once they get into the self-guided program, they can upgrade for 30 days. They can upgrade to the coaching track because they realize they need you. They need to spend time with you. 

So, I want you to test this method out for six months. Don’t change one thing. We have to do this long enough to see if it’s working. We often try things for a month and give up because they don’t work. That’s not long enough. Do it for at least six months, and then you can reevaluate. 

Maybe I should transfer this into a more live-guided group coaching program later. We will know that when we test one thing at a time for six months. 

I heard you say, “I would not like to do the discovery call because it’s an hour, it’s hard, and I feel like I have to charge.” 

I can’t imagine how difficult it must be to leave a Zoom call with someone grieving. 

Reposition Podcast Pitches With Your Best Offer

Teresa: Yes, because I get the desperation calls. And I have personally suffered child loss, so I have a lot of moms who are suffering from that. They might be two to six weeks into their journey. It’s really difficult to cut that off. It’s tough.

Stef: Of course. Let’s try repositioning to market the course directly on the podcast. Use the pitches I gave you. I want you to really dig into that for six months.

Let me recap:

• Teresa will have her title be “The Grief Mentor” and drop “with Teresa Davis” from her podcast title.
• She is cutting out and selling one module at a time. 
• She’s taking coaching off the marketing table and bringing it under the course umbrella. Only students can grab the one-hour live coaching call.
• Live-guided will be a bump offer to people once they purchase the course. 
• You’ll want everyone to buy the course and stay on that track, so throw in a bump offer for a group coaching experience.
• They can only upgrade to group coaching after purchasing the course.
• And you’re going to do this for six months without looking up! 

Teresa: That sounds amazing. Thank you so much. 

Stef: I want to hear that update

Stef: Okay, I will. This is great. Thanks, Stefanie.

Power Coaching Wrapping It Up

So what did you think? Did you love that power coaching episode with Teresa? If you did, I encourage you to apply for Podcast to Profit – the only way to get focused, one-on-one live coaching time with me. Be sure to check it out, but don’t wait. 

Get that application in because I want to start drilling into the details with you, just like I did with Teresa. As soon as you have your podcast launched into this world, you can come into the program and learn: 

• How to optimize your show
• Utilize podcast SEO keywords so you can grow your podcast organically
• Get found on the Apple podcast app and in the search engines 
• Learn how to utilize repurposing, such as blogging and Pinterest
• Create your offers, such as coaching and courses
• Learn how to set up a simple website that is going to work for you
• And email marketing. 

This program has it all. 

At the end of six months, your business is ready to explode!

I pray this blesses you!

APPLE PODCAST | SPOTIFY | YOUTUBE

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