One of the most common reasons your engagement doesn’t translate into sales is that you may be speaking to the wrong segment of the market.
For example, I once worked with a wellness coach specialising in trauma healing for women. Her work was transformative, addressing issues like childhood trauma and self-esteem. She marketed heavily on Instagram and received lots of likes and positive comments. However, when it came time to sell, her audience ghosted her or redirected the conversation.
So, what was the issue? She was reaching people who admired her work but weren’t motivated enough to pay for her services.
Why People Don’t Buy
There are two primary reasons why interested prospects don’t become buyers:
1. They Don’t Feel the Pain Deep Enough
Some people acknowledge their problems but don’t care enough to solve them. They may resonate with your content but lack the urgency to take action.
Take the example of someone with diabetes. They might know the risks but ignore their health until things escalate. Highlighting the extreme consequences of inaction can sometimes create the motivation they need.
To illustrate, here’s a story I used in an email campaign for a client:
A man diagnosed with diabetes neglected his health over time, leading to vision loss, paralysis, and eventually death. This vivid depiction of the worst-case scenario demonstrated the seriousness of the issue, encouraging readers to take their health more seriously.
2. They’re Not in the Right Phase of Life
Your message might not align with where your audience is in their life journey. For example, if you’re marketing weight loss for longevity to 25-year-olds, they may not care. At that age, they’re more likely focused on aesthetics and romance than long-term health.
Conversely, a 70-year-old audience would likely value longevity and energy over appearance. Similarly, a trauma coach targeting young adults may struggle to gain traction, whereas parents in their 30s or 40s might be more receptive to preventing generational trauma.
How to Fix It
To convert prospects into buyers, you need to:
- Identify Your Ideal Audience
Understand who is most likely to value your offer based on their pain points and stage of life. - Craft a Targeted Message
- Tailor your messaging to appeal to their specific needs and motivations.
- Go Where Your Market Is
Focus your marketing efforts on platforms and spaces where your audience spends their time. For example:
- Instagram for younger audiences
- Facebook for older demographics
- Physical events for those less active online
Not every prospect will buy from you, but by targeting the right audience with the right message, you can significantly improve your conversions.
If you’d like to learn more, head over to https://ikonmedia.net/ to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.
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