Podcast Summary: You Can! Inspiring Women In Business
Episode: 9 Reasons Why Your Course Isn't Selling
Host: Sarah Jolley-Jarvis
Release Date: November 15, 2024
Introduction
In Episode 9 of "You Can! Inspiring Women In Business," host Sarah Jolley-Jarvis delves into the common pitfalls that prevent online courses from achieving desired sales. Drawing from her extensive experience of selling thousands of courses globally, Sarah provides actionable insights to help women entrepreneurs overcome challenges and successfully market their courses to achieve consistent five-figure monthly incomes while working part-time.
1. Market Doesn't Want What You're Offering
Timestamp: [00:05]
Sarah begins by addressing a fundamental issue: the possibility that the market simply isn't interested in what you're offering. She emphasizes the importance of ensuring that your target audience prioritizes the outcome your course promises. For instance, if your course focuses on weight loss but your audience isn't seeking weight loss solutions, sales will inevitably suffer.
Notable Quote:
"If your target audience doesn't want or they're not prioritizing what it is that your course is offering, the outcome that your course is offering... they are sat there, your resources are sat there, your course is sat there doing nothing."
— Sarah Jolley-Jarvis [00:05]
2. Course Provides What They Need, Not What They Want
Timestamp: Around [04:00]
Sarah explains that delivering what your audience needs versus what they want can create a disconnect. While your course might offer valuable solutions, it may not align with the desires or motivations of your potential customers. Using the weight loss example, a course that mandates strict dietary restrictions might achieve results but fail to engage those who desire a more enjoyable or flexible approach.
Notable Quote:
"They do want that outcome. They do want to lose weight in this example, but they're probably not very enthusiastic about the route that you take to get there."
— Sarah Jolley-Jarvis [04:30]
3. Lack of a Big, Specific Promise
Timestamp: Around [06:30]
Sarah highlights the necessity of crafting a compelling and specific promise for your course. Instead of vague benefits like "increase happiness," quantifying the outcome (e.g., "increase happiness by up to 80%") makes the promise more tangible and persuasive, thereby compelling potential buyers to take action.
Notable Quote:
"After taking my course, people went had an increase of happiness by up to 80%. Now that is a lot more hard hitting. It's a lot more compelling."
— Sarah Jolley-Jarvis [06:30]
4. Incorrect Pricing
Timestamp: Around [09:00]
Pricing can either undermine or enhance the perceived value of your course. If the price is too high, especially as the sole offering, potential customers may be deterred. Conversely, pricing too low can lead to undervaluation, where customers don't believe in the course's efficacy.
Notable Quote:
"Often it's too high when it's the only offer you have... customers don't value it enough. They don't see the value in it."
— Sarah Jolley-Jarvis [09:00]
5. Insufficient Promotion
Timestamp: Around [11:00]
Without consistent and proactive promotion, even the best courses remain unnoticed. Sarah underscores the importance of actively marketing your course rather than assuming that potential customers will discover it on their own.
Notable Quote:
"I've created and then people will come. They don't because they don't know it's there."
— Sarah Jolley-Jarvis [11:15]
6. Lack of Proof (Testimonials and Results)
Timestamp: Around [13:30]
Social proof is crucial in establishing credibility. Without testimonials or demonstrable results, potential buyers may hesitate to invest. Sarah advises obtaining key case studies or initial testimonials to build trust, cautioning against fabricating testimonials, which can damage your reputation.
Notable Quote:
"Whatever you do though, don't make them up, okay? Because that is, first of all, it's not going to sit right. You're going to feel bad, you're going to feel like a fraud because you are being a fraud."
— Sarah Jolley-Jarvis [14:00]
7. Ineffective Sales Process
Timestamp: Around [16:00]
The sales funnel you employ plays a pivotal role in conversions. Relying solely on sales pages may not suffice, especially if they lack persuasive copy or fail to engage personally with potential customers. Sarah advocates for direct interactions, such as engaging through direct messages (DMs) or calls, to better understand and address customer needs.
Notable Quote:
"Sending to a landing page probably because you are trying to avoid talking to that customer. So, you know, get into the DMs at the very least."
— Sarah Jolley-Jarvis [17:00]
8. Targeting the Wrong Audience
Timestamp: Around [19:30]
Even if your promotion efforts are robust, reaching the wrong audience can impede sales. Sarah emphasizes the importance of ensuring that your marketing messages are directed towards individuals who can truly benefit from and value your course.
Notable Quote:
"It might well be life changing, but it won't be right for everybody. And so are you definitely getting in front of the right people?"
— Sarah Jolley-Jarvis [20:00]
9. Messaging in the Wrong Channels
Timestamp: Around [21:45]
Finally, the platforms you use to promote your course must align with where your target audience spends their time. Sarah illustrates this with an example of a client whose audience resided on Facebook, a platform not ideal for her professional services, suggesting that LinkedIn might have been a better choice.
Notable Quote:
"If you want people to value your professional service and all the experience that you've got behind you then you should be on LinkedIn."
— Sarah Jolley-Jarvis [22:30]
Conclusion
Sarah wraps up the episode by reiterating the nine key reasons why a course might not be selling and offers a free 42-page guide to help listeners overcome these challenges. She encourages entrepreneurs to evaluate their market fit, refine their messaging, adjust pricing strategies, enhance promotional efforts, gather social proof, optimize their sales processes, target the right audience, and choose appropriate marketing channels to ensure their courses achieve the success they deserve.
Notable Quote:
"There are a number of reasons why your course isn't selling the way you hoped it would be... make sure that you're shouting about it and you're getting it out there."
— Sarah Jolley-Jarvis [End]
Key Takeaways
- Understand Your Market: Ensure there is a demand for your course.
- Align Needs and Wants: Offer what your audience desires, not just what they need.
- Craft Specific Promises: Make your course benefits tangible and measurable.
- Price Appropriately: Balance your course pricing to reflect value without deterring customers.
- Promote Actively: Regularly market your course to maintain visibility.
- Build Social Proof: Gather testimonials and demonstrate results to build credibility.
- Optimize Sales Processes: Engage personally with potential customers to enhance conversions.
- Target Correctly: Direct your marketing efforts toward the right audience.
- Choose the Right Platforms: Use marketing channels that your target audience frequents.
By addressing these areas, women entrepreneurs can enhance their course offerings' appeal and effectiveness, driving sales and achieving their business goals while maintaining a healthy work-life balance.