What to Do if Your Offer Isn’t Selling the Way You Want It To

Hey Friend!

If you have an offer, such as coaching, an online course, or a program, and it’s not selling the way you want it to, what should you do?

You have big hopes and dreams for your offer and a vision for what it should be pulling into your business profit statement, but it is missing the mark. I am answering this very question that came from my student community for Podcast To Profit (P2P). 

You’ll be getting an inside scoop of what it’s like to be coached by me when you become a student inside P2P. You will get a clear understanding of my strategies, what areas you should be focused on, and what you should be analyzing. Plus inside P2P I give an in-depth audit of your offer and determine why it’s not converting at a high level. 

But today you will leave here with tactical steps to take when deciding if your offer is worth keeping or whether you should pivot. So grab a notebook and pen. And get ready to improve your sales!

Updated Offer Several Times Plus Promoting on Social Media but Sales Still Aren’t Coming In

My Podcast To Profit student’s core offer was created with me inside the program back in 2020. This offer has been through a couple of updates over the years. She had several live launches and utilized social media for the promotion of the offer. But she is not seeing exponential growth in this offer, and she doesn’t know what to do.

Preliminary Questions

Ask yourself some preliminary questions about your offer before we dive deeper into our analysis: 

• Is your offer working the way you wanted it to?
• Does it need to be changed up?
• What is going on with your offer?

Now, grab a notebook and pen, and let’s write down the answers to the following questions. Use your notebook as a reference point so you can go back every 6 months and reevaluate. You will want to maintain this strategy of analyzing your offer every 6 months continuously to improve your offer year after year. 

If you are wondering if your offer is working or wondering why your offer is not taking off, then ask yourself the following questions:

#1: What is Your Superfan Number Conversion?

Are you actually selling what is expected to be sold based on the number of superfans you have?

When analyzing your offer, the first thing we can always look at is the data. Does the data correlate with the sales? And always remember the following:

• Before getting scared
• Before pivoting
• Before you rebrand
• Before you come up with another offer 
• Before you quit…look at the data!

Take a moment to analyze your superfan number. Based on your superfan number, how many people are consistently listening to the show? And how many people are going into your email list? Take the number of superfans and multiply that by the number of sales you are getting. That will determine your conversion rate.

To learn more about how to calculate your super fan number, listen to episode 199. 

What is Your Conversion Rate?

Take a deep dive into your conversion rate. Once you have figured it out, go ahead and write it down in your journal. If you have roughly a 0.5% conversion rate in your first year, I would classify that as being in a great position with your offer. On the other hand, if you have a podcast with roughly 100,000-500,000 downloads and around 1,000+ superfans, I would expect about 1-2% of an organic conversion rate for your offer. If you are finding you are missing the mark with your conversion rate, you have a leaky sales funnel, then I encourage you to fix your funnel so it’s converting at a 1-2% rate. When you join P2P I have an entire bonus training on how to optimize a leaky sales funnel for better conversions. 

To recap Step 1, always look at your superfan number and if you are converting accordingly. Another way of saying this is “Am I hitting my superfan conversion expectation?” Take a moment to write your answer down in your journal and analyze your offer. 

If you are getting conversion rates as I described above, then there is nothing wrong with your offer, and continue improving it as you see fit. But if your conversion rate is low, you need to focus on the top of the funnel and continue to build the superfan number. In P2P we look deeper into understanding exactly where you are losing the sales. Analyze your offer to see if you are losing sales from the following areas:

• Is it at the sales page?
• Is it at the checkout page?
• Is it in the email marketing?

Where are you losing the sales? All these different components come into play when trying to fix leaky funnels

This student stated she wasn’t seeing exponential growth. I think that this is something to be mindful of when you think about your expectations on sales. Instead of focusing on exponential growth, I focus on consistent sales and how I can increase my conversion rate by 1% every year. That’s my goal. The way I do that is by making small tiny optimizations and tweaks over time.

#2: Have You Taken Any Brand Breaks?

Typically, if you are selling something and you have this amazing micro-niched brand but you’re not selling, you typically:

• Diverted their attention 
• You pivoted 
• You created a different offer 
• You stopped selling the one core thing

After doing one if not all of these, you have now diverted your audience’s attention completely away from your one offer and you have diluted your sales and your funnel.  When we take a break and then return back to the core offer (aka: we get back to the brand), we oftentimes have to start over to build the rapport. We have to rebuild our audience’s attention and help them to refocus on the one core offer again. 

Being inconsistent with selling our one thing, taking these brand breaks, can be a reason why you are not seeing sales come from your offer.  Now it’s time to reflect in your journal. Write down whether or not you are taking brand breaks throughout the year and how often they occur. How can you improve in this area?

#3: Do You Have Multiple Offers That Are Distracting From Your Core Offer?

If you are not consistently hitting the sales that you want, you are not seeing that explosion that you seeing, do you have too many offers? Journal on this for a moment and write down your answer. What does your product suite look like? When you come into P2P I have you get rid of everything except your one core offer. Instead, we optimize your one core offer or we build out your one new offer from scratch.

When you have too many offers that you market or sell, your audience ends up not buying at all. Your audience becomes frozen in indecisiveness. We unintentionally structure our offers in a confusing way and since it’s so confusing our audience doesn’t buy any of them.

For example, you may have a product suite that looks something like this:

• You have coaching offers first
• Then you offer courses second
• The coaching is structured to cost less than the course 
• And then no one buys the course because it’s more expensive

Rather than having all of those offers, we have to be strategic to get our one product to sell.  Having too many offers is not strategic but rather distracting. Answer this question in your journal:

• Do you have too many offers that could have distracted away from the core offer?

If so, you will need to realign and drill into the one offer only — focus hard on this one offer. Next, say this statement:

• “I will not deviate from this one offer until ______(fill in the blank)_______.” 

Write it down in your journal. Set your goal and fill in the blank. Also, what is your conversion rate goal for consistent sales? 

#4 What Is Actually Working?

This is where we go deep into what’s working and what’s not working. Ask yourself this series of questions:

• Does it work best when you live launch?
• Does it work best to sell organically on the podcast?
• Does it work best when you do a discount? 

It’s time to do more of what is working and what your audience likes best. Live launching is the most fruitful for me and my business. We have the biggest conversion rate and the largest influx of cash flow. The second is organic selling from the podcast. So I will focus on these two areas to promote my offer.

However, I have some peers in my industry who are just doing flash sales and making consistent sales through that method. And another who is just doing a podcast series and selling with urgency on the show. Everyone’s business is unique so see what works best for you and your audience. 

Journal down what has worked the best at selling your offer. You have to keep testing. Never give up when one method of sales doesn’t work. Instead, test a different method. But remember, you are still selling the same one thing.  You are simply testing different methods of selling. Once you find the one thing that your audience is obsessed with, pour fuel on that fire.

In P2P I teach you the different methods of selling and I show you how to do live launches, flash sales and so much more. I give you the 9 different ways to pitch and sell, plus you’ll have access to scripts that will get you to that 1-2% conversion rate.

#5 Go Back to Market Research

If you are not selling, ask yourself if you have gone further away from the right messaging for your audience. What do they think your avatar’s main problem is? We start to get into this posture of “right now for me” instead of “right now for them“. What problems is your avatar facing right now? Not what problems are you facing right now. Redirect your focus on your avatar and perform more market research to have a better understanding of what they need from you.  

Sometimes we assume that people are further along in their journey than they actually are. And it’s important to consistently go back to doing market research which can be done over Voxer, DM’s or Zoom calls. I recommend conducting market research once a year and then follow-up with revamping your sales page utilizing the new information you obtained from your market research. Use the same words and verbiage as your audience within your sales pages.

#6 Restructure Your Offer

If and only if you have found that all the above options haven’t worked at improving your sales, then you get to restructure the offer.

Let’s Recap

Remember,  your podcast should always point specifically to one offer. 

It’s so easy for us as podcasters to get distracted from the thing we are called to do. No matter how long it takes, continue to focus on the one core offer, stay focused and disciplined, and only sell this one thing until your audience clearly understands what you and you’re offer are all about.

When you sell your offer, remember to have confidence. This confidence will transfer belief to your audience and then your audience will believe that your offer is the answer to their problem.

If you need help analyzing your offer or creating a new offer from scratch, come over to Podcast To Profit where I coach you inside our private student community and help you consistently bring in sales with higher conversion rates. 

I pray this blesses you!

Xo,

Stef

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Before you go, be sure to watch the free workshop!

This free workshop is for you if you want to grow an online business in less time.

It will teach you how to explode your audience without the social media hustle, make consistent sales using a podcast, and plan, record, and launch a podcast with ease!

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RELATED EPISODES:

How More Offers May Not Increase Revenue. Why Less Is Better

How to Calculate and Improve Your Sales Conversion Rate!

My Top Prioritization Strategy for Your Online Business

Business Strategy & Lessons From New York Times Best-Selling Author & CEO Ruth Soukup

Questions to Ask Yourself if You Are Thinking of Pivoting

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