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Courage & Clarity
160: [Part 3] The Interest Problem - When People Engage But Don’t Move Forward (3 Gaps Series)
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Foreign welcome to the Courage and Clarity podcast. I'm your host, Steph Crowder. I'm a former sales training director who's helped thousands of entrepreneurs earn a living doing something they love over the past 10 years. On your journey, you'll need the courage to be bold, to take risks, and to do what looks crazy on paper. You'll also need the clarity. The brass tacks, simple strategies that actually work. And on this podcast, we deliver both in equal measure. Oh, and by the way, we've got absolutely no time for bs, gross marketing tactics or get rich quick schemes. Just sustainable business strategies for good humans with big dreams. If that sounds like you, you're in the right place. Let's go. Hello, friends. Welcome to part three of the Three Gaps mini series where we are tackling the three gaps that are keeping you from selling out your offers. This is part three. We are tack what I'm calling the interest problem. So in the two episodes prior, we talked about the three gaps at a high level. I revealed what the three gaps are and how they all work together. And then in part two, we talked about the first gap, which is the eyeballs problem. And now today, we're going to tackle the interest problem. Now, the interest problem shows up in a couple different kinds of ways, and I'm going to cover those in just a moment. But typically this looks like people are engaging, but they're not moving on to buy or people are coming like they're congregating in your spaces, but they're not moving. Okay? They're not moving in any meaningful way. We'll cover what that might look like. But as I said in the first part, your interest problem really comes down to a messaging gap. Okay? And a messaging gap is particularly tricky because messaging gaps kill momentum. And you're doing all of this work, you're putting out content, you're meeting people, you're shaking hands, you're doing all the things, and then everything kind of comes to a screeching halt. And it doesn't feel like people are moving through your sales pipeline. That's how you know that you have a messaging issue. And before you get really intimidated and kind of spiral out on that, because I know messaging is one of those topics that people get a lot of perfectionism around, we have this pressure to want to get our messaging quote unquote right. We want to quote unquote nail it. I want to encourage you to set all of that aside and just offer that all you have to do is learn how to become magnetic. Okay? You just need to learn how to find your magnetic messaging that sticks in people's brains just like a magnet, right? It's sticky. They move on with their day and they're still thinking about what you said. That's magnetic messaging. And it's what we teach inside the sold out group programs Mastermind. We give you the tools to create that irresistible interest. It's a huge piece of what we do in our work in sold out group programs. And so in today's episode, I'm really borrowing from. It's a whole module that we have called magnetic messaging. I'm really borrowing growing from some of the pieces that you would need to start to solve your interest problem. Right? So like I said, a interest problem can really look a couple different kinds of ways. Here are the two that really stand out to me. Number one is, you know, you have eyeballs. Okay, this is why I start with eyeballs. Because like that Remember how I mentioned in part one that eyeballs is where I like a lot of people to start troubleshooting. Because once you have eyeballs, if it's still not working, we've ruled something out. We're like, okay, at least we have the eyeballs, right? If you know, you do have eyeballs, but there isn't really engagement, that is probably an interest problem. Or it might look like this. People love your posts, but they're not doing anything else, right? They are engaging, they are paying attention. You might even be having conversations with them, but you don't have any inquiries. Nobody's booking calls. They're not buying anything. They're not moving any further. They're just in your DMs, DMs being like, oh my gosh, I loved this post. Or oh my goodness, your podcast episode's amazing. Or, or I love everything you say, but they're not like, they're not going to that next step to be like, how do I work with you? Or how do I get more Right. It's not actually a conversion problem we're going to cover. Don't you worry. We're going to cover conversion problems. But you may have been confusing this for a conversion problem. It's not a conversion problem. It's an interest problem. Okay, so I'm going to give you four things to think about. Four ways to, for reasons that this is happening and for things that you can fix to really start to, to, you know, change the interest level that you are experiencing. Okay? So number one, these are really in no particular order, they're all important. Number one is that you're not helping them see themselves in your content. Okay? They might be engaging, they might think it's really interesting. I know I'm using the word interest, but like, they might find it fascinating, they might find it cool, they may even find it entertaining, but they're not conn how what you're sharing is their problem or that it's a problem that they should prioritize is probably the even bigger thing, right? So it might be like snagging on their attention for a particular reason. You might be a really great storyteller. You might have a really, you know, interesting way of sharing pieces of your life. You might even be getting close to touching, to helping them see themselves in it. But we're just not going that extra mile to help them see, hey, not only is this a pro, like resonance is one thing. You're maybe you're creating resonance if they're commenting, if they're engaging, you're creating resonance. They might be resonating, but then they don't know what to do with it. From there. They're like, it's like when you share a meme with a friend and you're like, hahaha, isn't that funny? Versus being like, oh shoot, like this is actually something that I want help with. This is actually something that I want to change. Those are two different things. If you're not getting resonance at all and you have eyeballs and people are even joining your world, but you just don't feel like there's any kind of engagement, then we're going to look at the messaging in a different light. We're going to first help you try to create resonance. You have to, I would say that like the topics you're choosing, the hooks you're using, the conversations that you're trying, like, are, I mean, at first I would even ask you, are you even trying to spark conversation? Are you just pushing content out there, but you're not inviting them into to weigh in or talk to you or you know, give feedback. Then that would even be the step before that, right? But either way, part of what interest is, is helping people see themselves and recognize themselves. Interest is really about holding up a mirror. Your content should really be about holding up a mirror. Not just for people to be like, oh, like it's not commiserating. That's a problem that I see is sometimes your posts have commiserating energy. Or like, like I said, the, you know, the funny jokes about like how hard it is to be a mom, for example, versus hey, why don't we think about cleaning up Some of the problems that you have in your family system, so it doesn't have to be so hard to be a mom, right? So they're not seeing themselves in your content, and they're not seeing the problem that you're solving as A, a problem they have and B, a problem worth actioning on right now. That's number one. Number two is a huge one, is you're using education. I'm gonna put education in air quotes right now. You're using education as a comfort zone instead of emotion. Okay? Many, many, many of you listening to this podcast are fantastic educators, and that's because you're subject matter experts. You're a teacher. You are. Like, a lot of people will come to me and be like, I love teaching on my topic. And I'm like, yeah, I know, I can tell. Right? You're using your education as a comfort zone. And you have to remember that selling and buying, those are emotional processes, okay? People buy emotionally and justify purchases with logic, okay? This is why buyer's remorse comes in when we, like, if you go to the mall and you see a beautiful dress and you're thinking of all the places you're going to wear the dress, and you're like, it's a splurge, but I'm just going to get it, that's an emotional purchase. When you get home and the guilt starts to come in, your brain is going to try to justify it. Well, I could wear it here, I could wear it there. I could take it to this trip, I could take it to that trip, and then that's your brain trying to make it okay, right? Not enough of you are focusing on the emotional side of selling, so you might be educating on your topic, but where is the emotion for people to recognize that it's a problem? And it's a problem that should be solved now. It's a problem that's costing them. That is emotion. And yes, your content, your posts, your podcasts, your emails should be layered with emotion. So I want you to go and audit what you're putting out there in the world and ask yourself, am I just educating? Are people just passively consuming and being like, wow, great, that was really helpful. That was really interesting. But it's not hitting them. It's not hitting them. It's not making them say, I need to make a change. Like, I need to get off my butt and do something about this. That's how you know that you're missing the emotion in your messaging. Okay, Number three, I could just say huge about all of These. Your offer is not clearly the next logical step. This is a. This can be subtle, this can be a sub. This is. A lot of people miss this one. Because you're hoping that people make the leap. You put out a great piece of content. People are like, wow, that was awesome. And you're hoping they make the leap. And it's quite a leap, my friends. This is a big leap. This is like the flying trapeze. And they're not catching the next trapeze. You're like. And you kind of leave them hanging. You kind of leave there. It's like, wow, that was awesome. Now what am I supposed to do? And there's no clear invitation. There's no call to action there. And even if you do real quick before you're like, I have a call to action, are you making it clear why that call to action is the thing that they should do? Saying like, hey, your next step is booking a call with me is not enough. If they don't understand why, why should I book a call with you? What are we going to do on this call? What's the purpose? Why does it benefit me? Is this going to be a timeshare pitch? If you're not clearly inviting me to the next step, I want you to think about that flying trapeze. You know when people, like, have one trapeze and they have to let go and grab the next one, you are leaving them suspended in midair. If you're hoping. A lot of people I talk to are like, well, yeah, but they can, like, scroll down to the bottom of my email and see my link, or they can find their way to my website or they can go to my link in bio. No, no, no, no, no, no, no. That is such a leap for them. And they're not. You're not connecting the dots on why. Hey, if you resonated with what I created today, here's what you need to do next. How many times have I done this to you? All in this. In this series that, like, this is literally like walking my talk. How many times have I told you about Soul Docker programs and how that's your next step? How many times have I told you to come to my training double? Your launch on November 3rd, we're going to go so much deeper into. I have a whole framework for this con, this whole series. I'm going to teach it to you. Like, I have given you that next logical step many times. Right? So that also goes to say that your offer isn't even just your paid offer. When I invite you to come to my free training. That's an offer, right? That is a clear next step. So audit your content, audit your messages, audit what you're putting out there in the world and ask yourself, is there a really clear, obvious next logical step? Number four is you are not providing an opportunity for them to show interest in Self Select. So this one is kind of related to the one that I just shared, but it's even like, it's also very subtle, is sometimes when people tell me that they're not getting interest, they're not getting inquiries, they're not getting hand raisers, they're not just getting anything. I will go and look at what they're putting out there and I'll say, well, okay, at what point did you invite them to talk back to you, right? Like for example, on Instagram, are we asking questions? Are we using simple things in our Instagram stories like polls and stickers and, and not just like in an obligatory way. Are you doing it creatively? Are you using like the slider that people can vote on things? How about a broadcast channel? That's something that I've been playing with in my last couple of launches, right? Like, are we giving them enough, easy, even like tantalizing ways to show interest? One of the things we do in the sold out group programs Mastermind is I teach you how to offer coffee chats and also sometimes we call them audits where it's like you invite people to like come forward and tell you about their situation pertinent to your topic and then you audit it for them and you make some suggestions. That's a way for them to show interest in Self select and say, hey, for example, I was coaching a client who was offering calendar audits because she did work on productivity. And I said, why don't you hop on, like offer like free, totally free sessions, 20 minute sessions to audit their calendar and give them some feedback and then that becomes an opportunity to invite them to the next step in your sales process. Are you giving enough invitations and opportunities for people to even make themselves known to you? Are you inviting conversation? What are you doing to invite conversation? Or are you just put pushing stuff out there and putting the ball in their court to approach you? That's something you're going to want to rethink, right? It's important to remember that interest grows through story. So big, big, big ways to create interest. Story storytelling, telling relevant stories, interesting stories, relatable stories. Okay, contrast. Thinking about contrast, I could go on a whole other tangent about how standing out from what is out there, being different, even being, dare I say, edgy, bold, hyperbolic, a little bit exaggerated. Especially in a world of AI, the robots are very generic and so only humans can provide a level of contrast. That's actually going to be interesting. Okay, bold messaging, bold marketing, magnetic marketing shows contrast. That's something to think about as well. How are you different? What do you say that is not said a lot in your industry that's going to strike a chord and strike a nerve with people. And then finally, clear language of transformation. Are you talking about a transformation or are you stuck in 2022 where we didn't talk about transformations because we didn't really like have to go that deep? No, no, no. Your people want to know how they're going to transform in your world. And if you're still hiding and you're still scared of boldly walking forward and saying, I will help you transform, I will help you get X result, that is going to be a huge way that you're missing interest. We have to show people what is possible when they work with us. And quite honestly, they deserve that. If they're going to plunk down their hard earned money, they need to know that it's what kind of transformation is going to come their way. If they put in the work, like, let's be honest, it's not so transactional that they just pay and then they get the transformation. They're going to have to work. They're going to have to work your program, they're going to have to work with you and go through all of the steps. But you have to be willing to be courageous enough and bold enough to stand behind the results that you have a track record of building and that you know that you can help people get. Now, in the sold out group programs Mastermind, we rebuild your message so your ideal clients instantly recognize themselves in your work. And that's super important. You're going to learn my exact process for turning quiet followers into excited buyers. And we do that through magnetic messaging. So enrollment for sold out group programs is opening very soon on November 3rd. We're closing on November 12th. So if you're hearing this anytime in that timeframe, we are open for enrollment. You can just go on to stephcrowder.com/mastermind. If the doors are already open, you can apply. We can have a sales call, conversation and super excited to announce that this round is going to give you full access to me and to the entire Mastermind through the entirety of 2020, 26. And so that means we get a whole year together to refine your message, test it, and then master it. All right. I will see you in the next episode, part four, where we're going to tackle the final gap that's keeping you from being sold out. It's already in your feed and waiting for you. So I will see you over there.