I made a huge marketing mistake, and it was about to kill my business.
A few weeks ago I sent an email to all of my subscribers. It was an offer.
An offer to personally review their website, go through a detailed 25-point checklist, and give specific details about how to improve the site.
And I offered this at a big discount.
My list isn’t enormous, but the majority of the people on my list have heard me speak, spent some time on my website, or downloaded one of my detailed resources.
I knew I had built up some authority and trust with my people. I expected this offer to be snatched up.
So I limited it to 10 people.
Zip. Zero. Nada.
No one was interested. Not a single person purchased.
Seriously. Just a hand full of clicks but no takers.
I was confused, frustrated.
Why did no one buy?
Well, no one purchased because I overlooked one major thing.
I made a big marketing mistake. A no no. And I should know better.
The Big Marketing Mistake
What was the mistake? I didn’t offer a specific, tangible result.
I tried to sell the knowledge and insights you would get from a site review. But not how it would help your business.
The end result I was offering was a 25-point checklist. The insight as to what’s working and what’s not working.
Who wants to pay for a checklist?
Right, no one.
And while that’s a problem, it lead to something else…
A question. A big, important question.
Who was I even emailing?
I mean, who’s on my list? What type of people have signed up for my emails?
What do they want? What do they need? What are they trying to accomplish?
I couldn’t answer that question.
And that’s a serious problem, because if I don’t know who you are and what you want or need, I certainly can’t help you.
For the past 12-18 months I’ve been trying to move away from working directly with clients, to teaching and coaching online.
But I’ve gone about it all wrong.
I’ve been trying to sell marketing education. I’ve been trying to sell the Thing, not the Result.
You don’t buy a drill because you want to use 25 different drill bits. You don’t even buy the drill because you want to own a drill.
You buy a drill because you want a hole in the wall. You want the family portrait hung over the couch.
When it comes to eduction, people don’t want the course material, they want the result that comes afterwards.
They want more money. A nicer car. To be debt free. Or financial freedom.
So, why was I selling education?
Because I’ve been working within the world of education. For 10 years I’ve been teaching seminars and workshops at colleges, universities, chambers of commerce and other professional organizations.
I’ve been targeting an audience that wants to learn. Something specific. At a specific point in time. Usually for free.
And through all these workshops and seminars, I’ve created and accumulated some great content. And it’s been tested. Refined.
But the people in the workshops and seminars aren’t necessarily the people on my list.
And they’re not necessarily the people I want to serve. After all, I’m not even sure who they are or what they want.
And if the people on my list want free marketing education, well, that doesn’t make for a very profitable business.
I had lost sight of who I was serving, what they wanted, and what they’re willing to pay for.
And that’s a huge marketing mistake.
What Does This Mean For SuperSimpl?
It means I’m switching things up.
As they like to say in the tech world, I’m pivoting.
I took some time to think about who I want to serve, and the result I want to help them achieve.
And it’s quite different than what I set out to do.
I set out to help small business owners, experts, and artists. Solopreneurs. People who are great at something, just not so great at marketing it.
And while I’m not opposed to helping those people, there is another group of people, a subset, that I’m more interested in helping.
Rather than focus on helping small business owners, I want to help individuals.
I want to show people how to turn their existing knowledge and skills into regular monthly income.
Whether you’re a sales expert, engineer, knitting master, or a homeschooling queen, I want to help you turn those skills and knowledge into a monthly income stream. A few hundred or a few thousand dollars per month.
But why? Not so you can drive fancy cars and work 2 hours per week sipping martinis on a beach.
But so you can have a greater impact.
So you can work less, give more, and spend more time on matters most.
I want to help you find the resources and financial freedom you need to adopt children, spend more time at home, give more, do more ministry, or even leave your 9 to 5 job to do work that’s more fulfilling.
So that’s what I’m going to do.
I’m in the process of changing what SuperSimpl is all about.
And I’m starting with why.
How You Can Avoid Making This Marketing Mistake?
Regardless of what product or service you’re selling, make sure you understand the “Why” behind what you’re doing.
What’s your ultimate goal? What are your values? What will continue to drive you to do what you do 5, 10, and 15 years from now?
When everything changes. When technology changes. When the internet changes. When robots take over the world.
Ok, maybe not when robots take over the world.
Then, once you understand the why behind what you do, you need a clear understanding of “Who” you’re doing it for.
Who are you trying to serve? What are their needs, values, and desires?
How do they perceive themselves, how do they buy what you sell, and what does into their buying decision?
Perhaps more importantly, what are the words they use to describe the problem they have or the result they want?
You need to answer those questions.
Then, once you have the Why and you know the Who, sell the Result, not the Process.
Remember, no one buys a piece of exercise equipment because they want to spend 20 minutes a day working out.
They buy exercise equipment because they want a flat belly.
Don’t sell the exercise, sell the flat belly.
How to Turn Your Knowledge and Skills Into $1,000/Month
Would you like to turn your existing knowledge and skills into a regular monthly income stream?
So you can work less, give more, and focus on what’s most important?
Would you like to be in a position to adopt a child, spend more time with your kids, do more ministry, or even leave your 9 to 5 job to do something more fulfilling?
Would you like to have a breakthrough year?
Get started by learning how to turn your existing knowledge and skills into a monthly income stream.