Course or Coaching Program Not Selling? Fix These 2 Things

In this episode, Jayne tackles one of the most common frustrations business owners bring to her: a course, coaching program or membership that gets brilliant results for clients but isn't converting the way it should.

Rather than assuming the offer itself is the problem, Jayne breaks down the 2 things that actually need to be true for any offer to sell, and why chasing a new bonus, a lower price or a brand new funnel often fixes nothing at all.

In this episode, you'll learn:

• Why a great offer can still fail to sell, and what's usually really going on
• The 2 things that need to be true before anyone will buy your offer
• How to tell if your messaging is actually connecting with your ideal client
• Why "the right person needs to see it" is just as important as what you say
• Why relying on organic content alone to reach new people can become an exhausting treadmill
• How pairing organic marketing with Meta™ Ads gives your messaging consistent distribution
• The 2 diagnostic questions to ask before you change your offer

Connect with Jayne:

FREE Masterclass - Meta™ Ads System To Attract High Quality Leads In The New Era Of AI: https://learn.webonize.com.au/30k-ad-system

Instagram: https://www.instagram.com/webonize

Website: https://webonize.com.au/

Join Abundant Ads Academy: https://courses.webonize.com.au/abundantadsacademy

Transcript

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SPEAKER_00 0:01

I'm Jane Day and welcome to Abundant Funnels. I help coaches, course creators, and online experts get high-quality leads and consistent sales without relying on guesswork, constant content creation or $10 leads. In fact, I'm known for getting some of the best cost per lead results for quality buyers in the industry. This show is where we break down the ad strategy, the funnel, and the numbers so you can grow your revenue and buy back your time in a way that's actually sustainable. Let's get started. Hello, hello, and welcome back to the podcast. I hope you are having the most amazing week. Mine's been a little bit hectic. I haven't spoken much about my life on the podcast, mainly because I don't think it's that interesting, but I do like hearing what life looks like for other business owners, so I thought I'd share a little bit more. I have horses and one of them is heavily pregnant and due any day. I'm not sure of the exact due date as I rescued her and her then six month-old foal from a breeder. Yes, she was already pregnant again with a six-month-old foal. So we are guessing a little, but all signs indicate she will give birth any day. So I'm getting up every two hours during the night to check on her and make sure everything is okay. So fingers crossed she has given birth by the time you're listening to this episode. Today I want to talk about something that I think we can sometimes make far more complicated than it needs to be. And I know I definitely did for many years, and that is why isn't your course or coaching program selling? Now before we get into this, I'm going to make one important assumption. I'm assuming that what you're selling is actually good. You have a course, coaching program, membership or service that gets great results for your clients. People go through it and get the transformation you promise. Because obviously, if your offer doesn't deliver what you say it will, that is a completely different conversation. But if you know your offer works, you know your clients get great results, and yet you're sitting there wondering why more people aren't buying it, I want you to look at two things, just two, your messaging and the number of ideal clients actually seeing your offer. Yes, I'm bringing up messaging again because everything comes back to messaging. And it really can be that simple with those two things. And I think this is important because when something isn't selling, our natural reaction is often to start changing everything. Maybe we need to change the offer, maybe we need to change the bonus or add in another bonus. Maybe it's a price do we need to lower the price? Maybe you need a new funnel or to post more or to completely redo the sales page. Or maybe it's scrapping everything and starting afresh and creating a new course. And before you know it, you've spent the next three months rebuilding half your business when the offer itself might not have been the problem at all. Because if your offer gets great results, there are really two fundamental things that need to happen for someone to buy it. The right person needs to see it, and when they see it, the way you talk about it needs to make them want it. That's it. So let's start with messaging. I talked a lot about messaging in last week's episode, particularly around what I call the expert messaging disconnect. If you haven't listened to that episode yet, I highly recommend going back and listening once you've finished this one because I go much deeper into messaging there. But essentially, your ideal client needs to see your marketing and immediately understand that what you're talking about is relevant to them. They need to recognize their problem. They need to recognize the outcome that they want. And they need to feel like you understand what they are experiencing right now. Not what you as the expert know is happening underneath the surface, what they believe is happening. Because you can have the most incredible course in the world, but if the way you talk about it doesn't connect with a person who needs it, they're not going to buy it. They may not even stop long enough to find out what it is. And this is where I see people trying to fix the wrong thing. They think, maybe people don't want my offer, but perhaps people simply don't understand why they need it, or the messaging is too broad, or it's focused on the process rather than the outcome. Or it's talking about what you want to teach rather than the problem your ideal client actually wants solved. So before changing your offer, look really closely at how you're talking about it. Would your ideal client read your messaging and think, that's me? That's exactly what I'm struggling with. That's what I want. If not, that's the first thing I would work on. But let's say your messaging is really good. You've done your research, you know your ideal client, you're using their language and their thoughts in your marketing. You've got a strong offer that solves a problem that they genuinely want solved. Then we get to the second thing. How many of these ideal clients are actually seeing it? Because great messaging can't sell an offer if nobody sees it. And this is where I think a lot of online businesses get stuck. They've created the offer, the sales page, the funnel. They're posting about it on Instagram, they're emailing their list, and they're waiting for the sales to come in. But a funnel doesn't automatically create traffic. You can have the best optimized funnel in the world, but you still need people entering it. And a lot of times you need more people entering it than you think to actually make those sales. You need a gateway into your world, a way for someone who has never heard of you before to discover you. Then you need to build trust with them. You need to show them that you understand their problem. You need to demonstrate that you're the right person to help them solve it. And eventually you need to put your offer in front of them. So you need a continuous flow of the right people coming into your world. Not just when you're launching, not just when sales are quiet, it needs to be consistently. And this is where organic marketing can start to become really exhausting. Because for so many business owners, their strategy for getting more people to see their offer is basically post more. You need more sales, post more. You need more leads, post more. You need more people seeing your offer, you post some more. And suddenly you're stuck on this never-ending content creation treadmill. Maybe you're filming yapping videos for Instagram every day. And look, some people genuinely love doing that. And that if that's you, fantastic, keep doing it. But if the thought of waking up every morning and thinking, what am I going to talk about on Instagram today, if that fills you with dread, I don't believe your entire business growth strategy should depend on you doing that every single day. And I am here to assure you it doesn't need to be that way. Because growing a decent sized audience organically takes a lot of time. And most importantly, you're not completely in control of who actually sees your content. You could spend an hour creating an amazing reel that perfectly speaks to your ideal client. You post it and you hope the algorithm decides to show it to the right people. And this is one of the reasons I'm so passionate about combining organic marketing with paid advertising. It's not one or the other. I love organic marketing. Organic content plays a really important role in building trust and letting people get to know you more. But ads give us something organic marketing can't give us in the same predictable way. And that's distribution. You can take your messaging and deliberately put it in front of new ideal clients every single day without relying on you creating more and more content. And that's where my meta ads system comes in. Instead of relying completely on you posting more and more content to grow your audience, you have ads working for you 24 hours a day, seven days a week. They're getting your messaging in front of the right people. They're bringing new people into your world. Then they're helping you continue to build trust with those people. And ultimately, they're helping you turn those people into paying clients. And the best part is you don't need a huge budget to do this. You can start with a relatively small budget. The important thing is that your ads aren't operating in isolation. They're supporting your entire marketing system. Because the answer isn't simply run ads and your offer will magically sell. There needs to be a journey and a system in place to ensure this works. You attract them into your world. You give them a reason to pay attention. You build trust. You help them understand why they're experiencing the problem they are experiencing. You show them that there is another way. And then you give them the opportunity to work with you. That's why I talk about a marketing system rather than just running ads. When you have that system in place, you're no longer relying entirely on how much content you can physically create this week to determine how many people discover your business. Your organic content can do what it does really well. Build relationships, share your ideas, show your personality, demonstrate your expertise. And your ads can make sure more of the right people actually get the opportunity to see that messaging. So if you have a course or coaching program that isn't selling as well as you'd like right now, I don't want you to immediately assume you need a new offer. Before you change anything, ask yourself these two questions. Firstly, is your messaging connecting with the exact person you want to buy your offer? And secondly, are enough of those people actually seeing it? Because if the answer to either of those questions is no, that's where I would start. Fix the messaging. Then increase the number of ideal clients who are seeing that messaging. And build a system that allows you to do that consistently. Not one that requires you to wake up every morning and create another piece of content just to keep the leads coming in. And if you'd like to see exactly how I do this, I'm running a free masterclass where I'm going to walk you through my meta ads system in much more detail. I'll show you how I use ads with my Done For You Management clients to bring new ideal clients into your world, build trust with them, and ultimately turn those people into leads and paying clients. And importantly, how all of this works together with the rest of your marketing so you're not relying on ads to do all the work either. If you'd like to join me in this masterclass, send me an a DM over on Instagram. You'll find me at webinars with the word masterclass and I'll send you the link to register. Or you can head straight to the link in the show notes. So that's what I want to leave you with today. If you know your offer works because you've seen the results it creates for your clients, don't automatically assume the offer is a problem because it isn't selling enough. Look at your messaging. Look at how many ideal clients are actually seeing that messaging and start there. Sometimes we make marketing incredibly complicated when the thing holding us back is actually much simpler than we think. I hope this has given you something to think about in your own business. And as always, if you've enjoyed the episode, I'd love it if you shared it with another business owner who might need to hear this too. Thanks again for listening in, and I look forward to chatting with you again next week on the Abundant Funnels Podcast.