The 10 Marketing Mistakes That Are Killing Your Sales Success
Hey Game Changer!
You’ve probably heard it before, but it’s worth repeating.
If you want ANY kind of success in business as a coach or entrepreneur, then the development of your marketing skills is absolutely crucial.
We know that your ultimate goal is to help people, but if you don’t know enough about marketing, no one is going to buy your program and you’re not going to be able to help people.
It’s that simple.
At Relentless Education we encourage you to think of yourself as not just a coach or a business person - but as a marketer and a salesperson as well.
Your job is to know exactly what your market wants (not what you think they want), build an epic program to deliver on that and to make a phenomenal promise that you can back up by getting the best outcome you possibly can for your customers.
You need to be able to communicate in a way that’s attractive to your market and puts a proposition in front of them (your no-brainer offer) and for them to see it and decide that they have to have it.
That’s really what marketing is.
Here are 10 common mistakes we see coaches and entrepreneurs make that kill their potential for sales.
Boring headlines
Headlines sell - and good headlines get people reading your content, watching your videos and opening your emails.
Boring headlines - or not using headlines at all - will lose your audience.
Put titles on your videos, and make sure it's something that captures attention. The more captivating the headline - the more likely people are to engage with your content.
You’re focusing too much on the product and what’s inside it, rather than the benefit it’s going to give the client.
You need to talk about what your program or product is going to do for your customer in the language your avatar actually uses inside their mind.
They want the outcome so you want to talk about the problems and the outcomes.
You’re talking about the features and not the benefits.
You need to market the benefits, not the features. For example, at Relentless Education, we have live classes. So we need to talk about the benefit of the live classes, not the fact we have live classes. For example, the benefit of attending the classes is that it enables you to connect with likeminded people, ask questions and get answers directly that are specific to your business.
Your language is too vague.
If anyone has to ask you the question - what do you mean by that - it means you haven’t answered it well enough in the first place. You need to communicate in a clear way that creates impact with your words. Remember, specificity sells. You need to get really specific about what your client is going to get.
You’re making stuff up
This is a big no-no. If you’re making stuff up or exaggerating on your numbers, it makes you look bad. Make claims that are TRUE. One of the ways is through success stories of your clients. Success stories are gold.
You’re trying to be too clever.
One thing a lot of people do with branding is make up weird branding names that no one understands. The market should read your business name and think, oh, that makes sense to me. That’s something that I want to connect with. If you try to be too clever, you will push people away. Be loud and proud inside a category that works and be the best inside that category.
You’re copying your competition too much.
Yes, you need to model, but don’t copy too much. For example, open up other people’s courses and see what they’re doing and take a bit from what you’ve learned. A lot of people though, and this has happened to us, is that they will take a manual and copy and paste it and use it for themselves. Don’t do that. It’s lazy. Put in the work, change it, be inspired and recreate it to make it your own. It’s the same with ChatGPT and Open AI content, always change it and make it your voice.
You’re not being clear enough
Specificity gives people certainty. If you have a program coming up, for example, you need to be able to say who the program is for, and who the program is not for. Tell people what will be covered and the outcomes they will achieve. Marketing and sales go hand in hand. If you are leaving out information, it's going to deter buyers. You need to have all the information there so someone can make a buying decision.
You’re not using scarcity enough
Okay, so there are MANY people who, when they learn about scarcity, don't want to use it.
The thing with scarcity is that it triggers something in people’s psychology and helps people make their decision. The way we do it at Relentless Education is offering bonuses that will run out, bonuses that are available at the event, or specials for that month. It’s an encouragement to buy as the bonus will only be there for a certain amount of time. It’s important that you make it true scarcity, don’t make it up.
You’re not aware of the objections your market has and you’re not talking about them
An objection is something that is important to your market. You need to think about it and use it as a decision making criteria. The most common objections are time, money, I don’t believe it myself, my partner isn’t supportive, and I’m worried about what others might think. Everyone’s market is a little bit different. Address things in your marketing to help overcome those objections.
Now you are aware of the potential pitfalls, go have a look at your marketing strategy and see what you can refine and improve on.
Set yourself up for success.
You’ve got this.