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If you’re getting leads all the way to booking calls with you, but they’re not buying, this episode is for you.

I break down a simple way to diagnose what’s actually happening when people see your offer, show interest, and then walk away.

Key Takeaways

• The 3 factors that make people want to buy now
• How to explain your offer so people get it right away
• What buyers today are really looking for before they say yes

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

Most people are missing this. And then when they explain their offer. It’s not clear and succinct enough. It’s using technical jargon. It’s using like fluffy, complicated, too many words to explain it language, because if they have to do the work of connecting the dots, you’re gonna lose them as a potential sale.

And we have to understand in all marketing today, people are overwhelmed, so you have to make your messaging so clear that the person doesn’t have to do any work to try to understand it. Embodied CEOs don’t chase trends. They pave the way they lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission.

Hello everybody. Welcome back to the podcast. I hope you guys are having an amazing week. I’m feeling so excited about so many things in my life and just so grateful that this year is turning out to already be just so incredible. And I really think it’s because, some years are better than others, but I think I’m really focused and I’m really clear on what is priority, what is not, what is a focus, what is not like.

And trying to have that be less things, but really be intentional with the things I’m committing to. So I’m excited. I have all the things happening. I found a new podcast studio and signed the lease on that move in there really soon. It’s awesome. It’s I’m pretty picky with things like this because it’s always about the vibe and a lot of the things that my team was finding and what we were finding to rent was like.

More corporate, like coworking spaces or corporate office buildings with a studio or an office inside of a bigger building. And I was like, I just can’t do that vibe. I can’t. And so we found it’s an older building downtown Austin, which is what I wanted. So it’s easier for guests to get there.

And I also go now downtown Austin to work out anyways. And it’s just got like character hardwood floors, a lot of natural light. And I’m really excited about it. So I signed the lease for that and I it was not lost on me when I signed the lease that the size of the studio, which really an office now, the size of it is about the same size.

Maybe a tiny bit bigger than the actual house that I lived in, which wasn’t a house, it was a studio when I started my business and when I had my son. And I think that’s pretty cool. When I started my business, we lived in a tiny, it was literally a master bedroom that we turned into a studio in San Diego.

And it was cool. It was cozy, but it was tiny, like tiny. And I started my business when we lived in that studio. And so I would have to take calls in the car, work at a coffee shop because there was no way with my. My newborn that I was able to do that. And so we lived there for the first year of Oliver’s life and to now sign the lease on podcast studio.

It’s also gonna be what I’m calling the first embodied headquarters because my intention is to start growing a team, not the whole team. I really like that I can find talent. Outside of just like being limited to Austin, but start growing a team in person. I also made a really exciting hire for content, which has been a priority this year.

And so you’re gonna see my content game like through the roof starting early April. And not just like my content game in terms of resources, but Resources for the team. I hired support for this, like just for embodied. So it’s internal marketing expense and also my time, like I have committed myself to putting more time into content creation.

And I’m doing this as an experiment, so I’ll keep you guys posted, but I wanna know what will happen if I commit a day, a week to content creation. And we’re gonna up our volume to two times a day posting, which sounds like a lot. I’m investing the resource into doing this kind of as an experiment.

I have my paid ads game down and like we do okay on organic, but we don’t really, I’ve never really prioritized it. It’s like it’s there, but it doesn’t have a solid strategy. I’m really excited I found someone in Austin. We can go to this new office. Just so many exciting things. Alright, so today’s episode, I wanted to keep marketing focused and I was having a conversation with a team member with, I help my team a lot inside of Slack, like behind the scenes if you’re a client.

So I’ll see things and I’ll just put my little input sometimes on strategies and how to help, clients or marketing strategies convert better. And so one of the situations that they were strategizing was. A client who is getting a lot of calls booked, having the calls and not closing the calls.

And what’s the gap? Where do we need to focus? And it gave me the idea to talk through if you are getting leads all the way to the point of your offer and in this case, like they’re even booking a call. So they’re obviously very interested in the offer and not closing as many as we should be.

The close rate was pretty low. And there’s leads that were like, oh, they’re good leads, and they may buy in the future. And that was the like alarm bell for me of some thoughts. what to focus on because I think I can simplify it so much. I think this is an area that people get really overwhelmed.

It’s i’m doing all these things. I’m creating the content. I have people maybe watching the content and consuming it, and I’m getting the eyes and I’m getting the visibility. I’m maybe even getting the leads. I’m getting people to sign up for the webinar, for the lead magnet, for all these things, and I’m not getting the sales because that is ultimately the biggest step, right?

That’s probably the most challenging thing to get working in your marketing, especially to cold traffic. If you can find and optimize a strategy that. Generates cold traffic leads and cold traffic sales in a repeatable way. You have a multimillion dollar business period, like that’s what most people are missing now.

What do you focus on when that is happening? ’cause there can be so many things. There can be the messaging and the offer positioning. It can be the customer journey, it can be the strategy, it can be the audience. A lot of people like to blame and say, oh, it’s poor quality leads. But the reality is, I think if your messaging is on, on track all the way through the funnel, like it’s not poor quality leads, like they are taking all the actions you want up until that point, and then not buying, blaming it on poor quality leads is actually the easy way out.

So here’s what you can focus on. I’m gonna simplify it way down, and I know you’re gonna walk away with ideas. There are three things that move the needle for people to buy, period. And you need these three things, and then you need to follow that up with urgency. So there’s three things. The first is clarity.

You have to do the work of making sure when you explain your offer, like when you’re pitching it on a sales page or. In a webinar, however, someone’s getting to the point of hearing about your offer. Is it so clear that so quickly upon hearing about it, they understand I’m here. This is gonna get me here, and here’s how it’s gonna get me there.

Here’s the step, here’s the method, here’s the process, whatever. Most people are missing this. And then when they explain their offer. It’s not clear and succinct enough. It’s using technical jargon. It’s using like fluffy, complicated, too many words to explain it language, and it’s not clear the, I’m here and this is where it’s gonna take me.

And it’s not clear how. So if you can literally, the first thing is look at wherever you are pitching your offer. It. How can you make it more clear? How can you make it within seconds to a minute that somebody hears about this offer? They can connect the dots. Because if they have to do the work of connecting the dots, you’re gonna lose them as a potential sale.

And we have to understand in all marketing today, people are overwhelmed, overstimulated. Here’s an example. I was thinking about this the other day, so I always go to this place called Sweet Greens to get my. My lunch, I stop by there on the way to the gym. And they have a reward, a member’s reward system or whatever where you get points and you can get free lunch and or free, I don’t know.

And so I go in there all the time and they’re like, why aren’t you an awards member? And I was like, I know, okay, I’ll do it. Like I’ll scan the app and I’ll do it. So I scan the QR code, I start to set it up, I download the app, I put in the email, and then it’s okay, now you have to go and do the two factor code.

And I don’t have email on my phone. I’m one of the weirdos. It doesn’t have email on my phone, and so then I was like, whatever, it’s too much. It’s not worth the $10 a month that I might save on lunch. I don’t know, maybe I’ll save more. I’ll probably do it eventually, but like I abandon it and so just, that is an example of like my, for my mental capacity, I’m willing to go into a restaurant and.

Basically lose money on points that I could be getting to save money because it was too much for my brain to go through that process. And that sounds crazy. When you hear it, you’re like, what? It’s not, it takes you like two minutes. But I just abandoned it. ’cause I was like, I don’t wanna deal with this.

I don’t wanna deal with going down on my computer and finding the code and putting it in there and doing this. It’s not a, it’s not a big enough priority for me. What does that mean? It means that if you have a moment when someone is hearing about your offer on your sales page, going through the process, that you make it hard.

That there is resistance or lack of clarity as they are experiencing this, you’re gonna lose them most likely. The more they want it, the more they’re gonna do it, right? If I really wanted that code, I would’ve gone and done it if it was a priority. So you have to make your messaging so clear that the person doesn’t have to do any work to try to understand it.

It. That’s the first thing. So clarity. First thing is, can you go audit your, wherever you’re presenting your offer today, sales page, webinar, social media, and just ask yourself, could I make this more clear? Could I make this easier to grasp, faster to grasp? When someone hears about this offer, is there resistance happening?

Ask people for feedback too. ’cause you’re so close to it, so sometimes we’re so close to it, we’re like, that’s totally clear. Then someone sees it and they’re like, I have no idea what this means. The second thing is speed. Speed is the name of the game today. People want results. They want them yesterday, they want it fast.

They want to put in little effort. And we are living in such a fast-paced world that once I decide that I want something. Once you decide I want to solve this problem, I’m going to solve this problem, or I’m going to fulfill this desire that I have, I’m gonna pursue the next step for this.

Once I decide that, I wanna know that it’s gonna happen as fast as possible because I’ve now made the decision, I want the gratification. So this more comes down to your offer, and is there an opportunity to evolve it? To look at either how can you help someone get the result faster, fulfill the desire faster, or how can you position it to make sure people understand that’s what’s gonna happen?

So for me, this is what caused us to change our offers recently. We recently shifted our offers to be all done for you, all implementation. I have and had an incredible program that we evolved from expand to Ignite, and it was probably the best marketing program out there because it took people step by step, like AI wrote your copy.

We had go high level templates inside of there for your funnels. But the thing is the. Business owner going through the program, still had to do the work. They still had to answer all the questions to get the copy to be spit out. They still had to take that copy, put it in the go high level templates, integrate the tech.

And we had tech calls, we had ad calls, like we had all the things to help. We had everything possible to help, but it still had that barrier. And I was like, what if we just took all that away and we did it for them. I have the full marketing team already of Funnel designers, tech VAs. Copywriters, ads, managers, strategists, let’s just do it for them.

Let’s change our offers. Let’s do it for them. And so the reason I did that is because of these two things that I’m gonna talk about, which this one being speed. What is the fastest way possible that I can get somebody from the moment they decide they’re gonna solve this problem, they’re going to build out their marketing strategy, they’re going to really take it seriously.

They’re gonna build out the entire system. They’re gonna build out whatever they have to be able to make sales to be successful. How do I make it so they can do that as fast as possible? We have to do it for them. I am not saying that everybody’s business model needs to be done for you, but really look at your offer and your offer positioning and ask yourself, are you communicating and are you setting up the ideal customer to be able to get the result that they want, the outcome that they want as fast as possible?

And sometimes this is just a matter of communication. This might already exist within your offer. It’s how you’re positioning it. I’ll give you another example. There was someone on my training recently who had a membership site and they said, I understand the speed to result, but this is I’m bringing someone into a membership.

I’m bringing someone into a long-term transformation. How do I communicate speed when it’s like a lot of steps and a lot of things that they need to go through or ongoing, they’re gonna go through. My answer to that was you have to find the quick win. You have to find and communicate the pathway that they’re gonna go through.

That is the first thing, and that how that’s gonna happen fast. So whatever that is, based on the problem you solve and the steps that are taken for you to solve it, you have to communicate that. Win. So that could be, they come in and within 30 days, this happens within two weeks, this happens. Somebody has to picture that transformation, especially if it’s an ongoing or long-term transformation that’s happening over six or 12 months.

Giving an example, I have my Mastermind. My mastermind is a six month program. It’s not even a program. It’s a six month mentorship with me, six month container, and, in there, right? There’s a lot of transformation that happens and I’m working one-on-one with these business owners and so it’s hard to really say you’re gonna be here and then you’ll be here by the end because it’s so custom.

But what is an immediate win is. The first week of the Mastermind, you can book a one-on-one call with me where we’re gonna map out your entire six month strategy and what needs to happen in order to go from where you are to where you wanna be in six months and the entire game plan. And I’m gonna support you in implementing that.

But you see the quick win that I can position and it’s legit, it’s true, but I can help people understand. Okay? You’re gonna sign up. You are gonna come into the container, and here’s the first immediate quick win, massive needle mover. That you get to implement, so you gotta figure out for your offer. And this, for some of you, this looks like you need to shift your offer like I did.

You need to change your offer to really accommodate for speed, because with ai, with the world that we live in today, people are getting more and more attached to speed and expecting it more. If you think about your life and you buy something and they’re like, it’ll be there in a week.

You’re like, are you kidding? With Amazon that’s so slow. I see this with my kids all the time where they want something and they will prioritize ordering on Amazon, the same thing. And if let’s say they’re buying something with their money, my kids, they will pay more money. To get the same day delivery.

And I’m like, you guys, you can just wait till tomorrow and save $2. They’re like, no, mom, we want it today. Or they’ll be like, no, I don’t want that one. ’cause it’s not two day delivery. It’s not same day delivery. And it’s the same thing with us, right? Once you have made the decision that you want something, so someone makes the decision, I’m gonna solve the problem that I have, that you’re gonna help me solve with your offer, or I’m gonna go and fulfill that desire, go after that.

I want it as fast as possible. As humanly possible, right? So your job as the creator, as the visionary, as the one solving that problem is to figure out what has to happen so that the process and the experience and the delivery can be as fast as possible, and then you have to position it that way. So that’s the second thing.

The third thing goes hand in hand with this and it’s ease. So today, because people are overwhelmed, because they’re overstimulated, because they’re. Maxed out capacity. They want things easy, not because they’re lazy, because they’re maxed out. Think about my example with Sweet Greens. That wasn’t easy to have to download an app, go get a code, put the code in, which sounds ridiculous, but because I don’t have email on my phone, it added an extra step.

Now, arguably Sweet Greens probably wants people to confirm their email or has to confirm their email, whatever, to be able to do it. It. Maybe if they made the program a little bit more enticing, I might say, okay, I’ll do it. But for me, the $10 a month or amount that I would save, it’s ah, that’s too much work.

So if think about ease. People want ease, not because they are lazy, but because they’re maxed out. So now how do you make it so that. Not only is it, but it’s also perceived to be easy. You’re taking the mental load and the weight and the overwhelm and the decision making and all of that. That sucks capacity from people and you are taking that off and making it easy.

And this applies to every business. I don’t care if you have a service that it’s like they have to come in and get the service like. I don’t know, you, you’re an aesthetician or something. This still applies. It’s like how do you make the experience of booking, of coming in, of finding the place pain, all of that easy.

If you have a service, if you have an offer, a digital program, whatever it is, how do you make it as easy as possible? You do the upfront work. You hand spoon, feed them the steps, you spoon feed them the information you Overstate it, and you make it so easy. So they’re not having to search for things or go find things, right?

Because as soon as that happens, there’s gonna be resistance, and then that resistance causes a block. So also when I looked at our offers, I said, okay, how do I make this as easy as possible for someone to get the result? How do I make it as easy as possible for them to have a strategy, build out the strategy and all the assets and launch it?

We have to do it for them. We create the streamlined processes, we create that in our company so that we can do it in a massively efficient way. Charge less than anyone else would ever really charge for done for you. Charge program pricing for done for you, and then take off all of that load on somebody.

Take off the load of having to answer the questions. Take the copy and edit the copy and put it in, and I made it as easy as possible and ignite, like that’s the thing is I made it as easy as possible in my program and I still was like, how do I make it easier? That’s also so your clients can be putting your clients and your customers can be putting their energy into what will move the needle the most for them.

So I had this question on one of my trainings where someone was like I don’t want clients who just want the easy way out. I want clients who wanna show up and do the work. Yeah. So do I don’t want clients who are like, I don’t really care about my business and you do all the work and you make me successful.

No, absolutely not. But. What I do want is to remove all the resistance and all the friction that is involved in strategizing, building, and launching a marketing strategy so that my clients can put their time and energy into the things that only they can do, which is content creation, which is their messaging, which is collaborating, which is being the visionary.

So I don’t want lazy clients, but I’m removing the friction. I’m taking the load, the mental load, the physical load off the client in our experience, and then communicating that through the offer when we sell it. So third thing is look at your offer and how can you either make it or communicate it to being easier to get the result that you’re promising to get the outcome to get to where they are, where they wanna be.

As fast and as easy as possible. So clarity, speed, and ease. Those three things, like if you’re not selling your offer or you wanna sell your offer better, or you wanna make it sound better, focus on those three things. And then the final thing is you follow it up with urgency. So when I was talking to team member about this client who had sales calls, wasn’t selling enough sales calls, we talked through these things, there’s room for opportunity in how she positions her offer on the call.

But the third thing is, or the last thing is I was like, we need urgency. Right now, there’s no reason for them to actually buy within, the day of the call or within a few days of the call. And it’s gotta be legitimate urgency, but people make decisions when told. You gotta make the decision and you can have urgency.

I like to have urgency in a sales process too, of Hey, what’s the cost of not doing this? Like of not making this decision right now and sitting on this and letting this play out, think about the time you’re gonna lose that you could be making progress, and you can definitely create urgency that way for people to make that decision.

But you also need to have some form of a discount or a bonus or something that’s legitimate and that. Puts people in a position where they need to decide if they’re gonna do it or not. So clarity, speed is an urgency. Those things will massively improve your offer and make it so that people make decisions.

They see your offer they’re clear on it, they want it, it’s irresistible, and they make a decision fast. So you can take this and look at. The way that you position your offer, you can also look at your offer itself and how to improve that. Another thing you can do is if you have an offer and you’re wanting to make it more enticing for a launch if you’re thinking about a bonus, what do you think the best bonuses are?

Anything associated with speed and ease? So anything that I know as a potential customer, it’s if I have that on top of the offer, I will for sure get to where I wanna go faster and easier. That’s what people are prioritizing. So you have to understand where your ideal customer is, which is they want results quickly.

They wanna do the least amount of mental load and work to get there because they’re maxed out, not lazy. They have to be clear. ’cause if there’s resistance and even being clear, I’m out. And then they have to be pushed to make a decision. Now we understand the person behind it. We meet them where they’re at.

We help them make the decision. Hopefully this gave you guys some insight into ways that you can improve either your offer itself, the way you sell your offer, the way you position your offer. And if you’re listening to this and you’re like, your new offers sound amazing, Emily. They are people are loving them and it’s been so fun and cool to watch.

Just, it transformed my business and be able to serve people in a way that we’ve been set up to serve and just haven’t been doing it that way. So we have now an offer for everyone at different stages. So depending on what stage of business you’re at, we put you in a container where it’s done for you.

and it’s all implementation. So if you go to helpmystrategy.com, you can see the levels, but you can book a call, you can chat with us about, which option would be best for you. And I would love to support your business. Thank you so much for tuning in today, guys, and I’ll talk to you next time.