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 is not selling as well as you want it to, what should you do?

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

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

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 Plus Promoting on Social Media, but Still Not Selling

My Podcast To Profit student’s core offer was created with me inside the program back in 2020. Over the years, this offer has undergone a couple of updates. She has had several live launches and promoted the offer using social media. However, 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 write down the answers to the following questions. Use your notebook as a reference point so you can reevaluate every six months. You will want to maintain this strategy of continuously analyzing your offer every six months to improve it 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:

Selling Question #1: What’s Your Superfan Number Conversion?

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

When analyzing your offer, the data is the first thing we can always look at. 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 consistently listen to the show? And how many people are going into your email list? Take the number of superfans and multiply that by the sales you get. This will determine your conversion rate.

What Is Your Conversion Rate for Selling?

Take a deep dive into your conversion rate. Once you have figured it out, 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, and 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 #1, always consider your superfan number to determine 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 and analyze your offer. 

Focus on the top of the funnel

If you are getting conversion rates as described above, then there is nothing wrong with your offer, and you can continue improving it as you see fit. But if your conversion rate is low, you must focus on the top of the funnel and continue building the superfan number. In P2P, we look deeper into understanding where you are losing 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?

All these components come into play when trying to fix leaky funnels.

This student stated she wasn’t seeing exponential growth. When considering your sales expectations, be mindful of this. Instead of exponential growth, focus on consistent sales and how you can increase your conversion rate by 1% every year. That’s my goal. I make small, tiny optimizations and tweaks over time.

Selling Question #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 diverted your audience’s attention completely away from your one offer, diluting your sales funnel. When we take a break and then return to the core offer (aka: we get back to the brand), we often have to start over to build rapport. We have to rebuild our audience’s attention and help them refocus on the one core offer again. 

Being inconsistent with selling our one thing and taking brand breaks can be why you are not seeing sales from your offer. Reflect on and 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?

Selling Question #3: Are Multiple Offers Distracting From Core Offer?

If you are not consistently making the sales you want, do you have too many offers? Journal about 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 build out your one new offer from scratch.

When you market or sell too many offers, your audience becomes indecisive and does not buy. We unintentionally structure our offers in a confusing way, and because it is 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 must be strategic to get our one product to sell. Having too many offers is not strategic but rather distracting.

• Do you have too many offers that could distract your potential buyer from the core offer?

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

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

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

Selling Question #4: What’s 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 offer 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 has been the most fruitful for me and my business. We have the highest 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. 

You have to keep testing. Never give up when one method of sales doesn’t work. Instead, test a different process. But remember, you are still selling the same one thing. You are simply testing various methods of selling. Pour fuel on that fire once you find the one thing your audience is obsessed with.

In P2P, I teach you the different selling methods and show you how to do live launches, flash sales, and more. I give you nine different ways to pitch and sell, and you’ll have access to scripts that will help you achieve a 1-2% conversion rate.

Selling Question #5: Do Market Research Annually?

If you are not selling, ask yourself if you have deviated from the right messaging for your audience. We can adopt a “right now for me” posture instead of “right now for them.” In other words, what problems is your avatar facing now? Once you make this shift, perform more market research to better understand what your avatar needs from you.  

Further, sometimes we assume that people are further along in their journey than they actually are. 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.

Selling Question #6: Restructure Your Offer?

If and only if you have found that none of the above options have improved your sales, you can restructure the offer.

Recap

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

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

When you sell your offer, remember to be confident. This confidence will transfer to your audience, who will believe that your offer answers their problem.

Join me in Podcast To Profit if you need help analyzing your offer or creating a new one from scratch. I coach you inside our private student community and help you consistently increase sales with higher conversion rates. 

I pray this blesses you!

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RELATED EPISODES:

My First Two Offers Failed! What I Did Wrong & How to Learn From My Mistakes

Live Coaching: Map Out an Urgency Offer or Challenge That Will Increase Sales

Live Coaching: What Should My Offer Be? Should I Change My Podcast Name?