The sales conversion “struggle”

 

I was talking to a guy a few days ago whom I’ve known for a very long time. For anonymity, let’s call him “John”.

John is one of the best in his industry – he has a great service. He’s also about as honest as a person can be.

Yet he keeps seeing snake oil salesmen in his industry making a killing and a hell of a lot more money than him.

Confused, he called me and asked if there’s something wrong with his marketing.

I saw the issue as soon as I looked at his content.

As I said, John’s offer provides a lot more value than his competitors’. But his message is so much quieter and can’t seem to cut through.

Why?

It’s because his message only appeals to a TINY segment in his audience. Specifically, he only gets through to those who’ve tried it all and failed in the past with his competition!

Whereas his competition – who don’t have as good a product – sell to a much bigger audience. So they make far more sales. 

The moral of the story is this…

If you’re not selling as much as you want to sell, it could be who you are targeting. It could also be that your message only resonates with a segment of your audience.