The Real Reason You Aren’t Making Any Sales
The 2mm Shift That Could Change Everything
Have you ever wondered why your incredible product isn’t flying off the shelves despite the praise and positive comments you receive online? You know your product can transform lives, yet it feels like you’re shouting into the void. You might get comments like “This is great!!” or “I’m so inspired” or “You are amazing,” but these aren’t converting into sales. If Instagram comments were currency, you’d be rolling in wealth, but they’re not.
The reason your content isn’t converting is more simple than you might think: it’s not connecting to the RIGHT person.
The key to making more sales—and therefore making more impact—is creating content that genuinely connects with the version of your client who needs your product as the solution.
Before I go into how to shift this, try not to get frustrated. The fact that people are resonating with you means there are people out there who want and agree with what you’re sharing and that’s GREAT news!
The Trap: Speaking to the Wrong Version of Your Ideal Client
But here’s the trap so many people fall into: they speak to the wrong version of their ideal client. It’s easy to get caught up in the excitement of positive feedback and assume that every enthusiastic comment means you’re on the right track. However, the people leaving these comments might not be the ones who are ready to take action and purchase your product.
Here’s what often happens:
- Misalignment in the Customer Journey: You might be addressing people who are still in the early stages of their journey—those who are curious and interested but not yet ready to commit to a solution. They love your content, but they’re not experiencing the acute pain that your product solves.
- Broad Messaging: Your messaging might be too broad, trying to appeal to everyone instead of honing in on the specific needs of the clients who are ready to buy. When you try to speak to everyone, you end up resonating with no one.
- Lack of Urgency: The version of your ideal client you’re currently attracting might not feel the urgency to solve their problem. They like what you have to say, but they don’t feel compelled to act right now.
- Surface-Level Engagement: Engaging content is great, but if it doesn’t delve into the deeper pain points and challenges your ideal client faces, it won’t drive them to make a purchase. They enjoy your posts, but they don’t see your product as a necessary solution to their problems.
To avoid this trap, you need to focus on speaking to the version of your ideal client who is actively seeking a solution to their problem and ready to take action.
The 2mm Shift: How to Magnetize Your Messaging
You’re closer to nailing your messaging than you might think. Sometimes, all it takes is a tiny adjustment—a 2mm shift—to connect deeply with your ideal clients.
The secret to magnetic messaging lies in meeting your ideal client exactly where they are in their journey, at the precise moment when they can’t see the solution, and then presenting yourself as the answer they’ve been searching for. This slight shift in perspective can make all the difference, turning your efforts into powerful, compelling messages that resonate deeply and make your audience go from “you are so inspiring” to “I need this!”
So, how do you do this? Here’s a simple framework:
1. Identify the Pain Point
First, get crystal clear on the pain point your ideal client is experiencing right now. What keeps them up at night? What are their struggles, fears, and frustrations?
2. Understand Their Journey
Map out the journey your ideal client is on. Where do they start? What are the key milestones and challenges they face along the way? Most importantly, identify the point where they are stuck and desperately seeking a solution.
3. Craft Your Message to Address the Pain
Your message should speak directly to the pain and challenges your ideal client is currently facing. Use their language, their emotions, and their experiences to connect with them on a deep level.
4. Position Yourself as the Solution
Once you’ve connected with their pain, position yourself and your product as the solution. Show them how you can help them overcome their current struggles and achieve the transformation they desire.
5. Highlight the Transformation
Paint a vivid picture of what life will look like after they use your product or service. Show them the benefits, the results, and the positive changes they can expect.
6. Test and Refine
Finally, continually test and refine your messaging. Pay attention to the feedback you receive and be willing to make adjustments to ensure your message remains relevant and compelling.
Examples in Action: Business Coach
Let’s put this framework into action with an example. Suppose you’re a business coach helping new entrepreneurs. Instead of speaking to those who have already built successful businesses, focus on those who are struggling to get their first clients.
Identify the Pain Point: They’re overwhelmed and unsure how to attract their first clients.
Understand Their Journey: They’ve just started their business, tried a few marketing strategies, but nothing seems to work.
Craft Your Message: “Are you tired of trying every marketing trick in the book and still hearing crickets? I understand how frustrating it is to put in the effort and not see results.”
Position Yourself as the Solution: “I help new entrepreneurs like you attract your first clients with proven strategies that work.”
Highlight the Transformation: “Imagine having a steady stream of clients eager to work with you and watching your business grow.”
Test and Refine: Gather feedback, analyze results, and tweak your message to better resonate with your audience.
Example in Action: Language Teacher
Let’s put this framework into action with another example. Suppose you’re a language teacher with a course on becoming fluent in a new language. Instead of speaking to those who are already somewhat fluent, focus on those who are struggling to learn and feel stuck in their progress.
Identify the Pain Point: They’re frustrated by their slow progress and lack of fluency despite numerous attempts to learn the language.
Understand Their Journey: They’ve tried using language apps, attending classes, and practicing on their own, but they still can’t hold a conversation confidently.
Craft Your Message: “Are you frustrated with your slow progress in learning a new language? I understand how hard it can be to master a language despite putting in the effort.”
Position Yourself as the Solution: “I help learners like you become fluent in a new language with immersive and effective teaching methods.”
Highlight the Transformation: “Imagine confidently speaking a new language and connecting with people from different cultures. Picture yourself traveling with ease, enjoying new experiences, and making meaningful connections.”
Test and Refine: Gather feedback from your students, analyze their progress and success stories, and tweak your message to better resonate with those who are currently struggling to learn a new language.
Conclusion
Making your messaging magnetic isn’t about changing your product—it’s about changing who you’re speaking to. By meeting your ideal client where they are in their journey and showing up as the solution to their current struggles, you can create powerful, compelling messages that resonate deeply and drive sales.
Remember, it’s often a 2mm shift that makes the biggest difference.
Identify the pain, understand the journey, and position yourself as the solution. When you do this, your messaging will become magnetic, drawing in the clients who need you most and making those sales you know you deserve.
Keep pushing forward and remember, you’ve got this!
Your friend,
Dean
