When your sales aren’t what you expect, you can blame your lack of success on others, or you can take a close look at what you are doing (or not doing) and make corrections.
Below are some of the most common reasons that people aren’t buying what you are selling. Which ones are you guilty of?
1. People don’t feel it is safe to order from you.
2. Your ad copy is weak.
Make sure your ad copy is focused on benefits, especially the longer-term benefits of your product or service. Simply listing the features won’t sell (Imagine trying to sell a car by simply stating its color and engine size). Your headline should be benefit driven as well and not simply state a feature of your offer or the title of your product. Testimonials and case studies show social proof that your product or service works so make sure you include them. Have a great guarantee that removes as much risk from the purchaser as possible.
3. People aren’t reminded to come back and visit again.
It often takes 5 to 7 experiences of your offer before people are motivated to buy. Have follow-up processes in place so you can stay in touch past the first contact so your offer is top of mind when the prospect is ready to buy.
4. People don’t know anything about you or your business.
People need to know that they can trust you with their business, that you are capable of solving their problem. Include a section on your website called “About Us”: include your business history, profile of employees, and why you are in business. Also include testimonials and case studies from your past clients so demonstrate your previous success.
5. There aren’t enough ordering options.
Make it as easy as possible for people to give you money. Accept all major credit cards, either with a standard merchant account or via PayPal. PayPal also allows people to pay you electronically with their checking account, which is a safer option (for you and your customer) than accepting checks. Make your order submission process as versatile as possible by accepting orders by phone and fax, as well as online.
6. Your website is not well designed.
Your website should be hosted on its own domain (URL) and should be able to handle a large amount of traffic to prevent downtime. People come to your website to answer a question: know the top 3 questions your visitor is asking and then make sure you answer them. The navigation of your site should be obvious to your first-time visitor. All graphics should be of professional quality and related to the theme of your website.
7. You are not making enough offers to your audience.
When people opt-in to receive your free offer, make sure you follow up with them. Put an offer on your Thank You page. Set up an autoresponder campaign that delivers value and keeps offers coming. McDonald’s doesn’t stop doing marketing just because you already purchased from them, and you shouldn’t either.
8. Your target audience isn’t attracted to your offer.
Get to know your target market’s fears, pain points, and dreams so you can speak to these issues directly. People buy when your product is the answer to their problem, and the more you demonstrate that your offer is that solution, the easier it is to motivate them to buy. If you don’t know your target market well enough, spend some time and money on some market research. The investment will pay off.
9. Your ad hasn’t changed since you first created it.
The secret to a high-conversion ad is simple: TEST IT. Make small changes to your ad and put it in competition with your current ad. Keep the one that produces best. Continue to test and change until your ad gets the highest possible response rate.
10. There is no urgency for people to buy NOW.
If you give people too much time to consider your offer, it just becomes one more thing on their to-do list. Give people enough information on the front end so they know the answer to the question: Is this product right for me? Then, entice them to buy now with a great offer that includes some kind of limit. Common limiters include: time-limited offers, disappearing bonuses, and limited quantities.
Use this list to periodically revisit your marketing materials and your sales are sure to increase.