The best way to lose your audience and lose customers is to overwhelm them with too many options. If you have too many options to choose from, potential customers and clients might not understand the difference from one product or program to another.
Let’s have a look at my failures in my first year of business. I thought I was riding the passive income train when I developed my first two products:
- Get Hired! Social Media Manager Kit
- Get Hired! Virtual Assistant Kit
I was literally getting hundreds of thousands of hits online and so my sales should have reflected that. Right? Sure, I was selling some product but I knew I could have done better.
Where did I fail?
Both products were pretty similar. Too similar.
At the time, my audience was women who wanted to work from home and bloggers who wanted a way to make a real income by offering services. Side note: This is no longer my niche, as my brand has evolved but stick with me for the lesson..
My inability to differentiate one product from the other was the reason I did not hit six figures in my first year of business.
So what can you learn from my mistakes?
When you are creating offerings, products or program make sure people understand how one is different from the other.
People want to know that your solution is exactly what they need. They need to feel that it’s the right choice for them! Hands down!
When I overwhelmed my audience with options… people didn’t know which to choose and in some cases… they chose to buy nothing.
I was catering to one circumstance. One struggle. One pain point. But I was offering a couple roads to get there. Instead of just showing them, “This is it. This is the ONE OPTION you need. It’’s the best option, it’s the ONLY option you’ve got to get it! It will transform your life.” Obviously we would never use this words, but you get the point.
Overlapping training material is not the answer.
When you have material that is overlapping from one product or program to another this might be a sign that you need to make some shifts.
Poeple might be confused as to what they should buy or how one program is different from another. This is a trend we see even the multi-millionaires in online business are doing.
They are simplifying their product lines. They are cutting out some products or programs that are overlapping with others.
Why?
To kill the doubt factor in buyers.
Once again, you need to give your buyers a clear path to action.
Digital products and selling information is important!
It is now very clear how my offerings products and programs all differ from one another. I create marketing funnels based on the circumstances that potential clients are in.
If my client is in circumstance A then what I want them to purchase product A.
If my client is in circumstance B then what I want them to purchase product B.
So let me share some examples:
Right: Client needs more website traffic and leads. They buy The Website Traffic Solution.
Right: Client needs accountability and “how to” guidance in order to create digital products. They buy my monthly coaching program.
Wrong: Client wants to create a freedom based business. They can buy either my eBook, my eCourse or join my monthly coaching. (Overwhelm. Freak out. Client clicks away.)
For every situation or circumstance that my potential clients need assistance with…there should be a clear and concise product that fulfills that need. It should be the direct answer to their needs.
Make this dummy-proof.
Where there is a problem, there should be one correlating offering.
You don’t want to overwhelm potential buyers.
Big secret? You do not need more and more products and programs. You just need to sell more of the ones that you have.
Hi! I am having trouble with people saying yes at all. I have a social media marketing business but live in a small town, so very few people think they need it and the ones that do, don’t have the money. What do I do?
Hey Adriana,
I would suggest you look for prospects who have a higher budget. You will want to find leads in one of three different ways: 1) give away free content 2) set up ads to capture leads on a landing page or 3) partner with people who are already talking to your ideal client base. You must be clear on who you want to help, then we can narrow in on them 🙂