Is your audience worthless?

Read time: 3 minutes

Hey there 👋 - it's Brian.

If you've invested time to promote your business online - you expect your time to turn into paying customers. Except... it doesn't.

So what's going on?

In the next 3 min - I'll show you:• How to know if your audience won't convert to customers• How to increase the value of your audience• Seemingly innocent mistakes people make that make their audience worthless

Let's dive in: 👇

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What turns your audience into customers?

Whether your business has an audience of 1,000 or 10,000 - it's full of potential customers. These prospects will buy from you if they perceive your value as more than the price you're charging.

In this case, the value of your audience is the maximum amount that your audience would be willing to spend with you.

The 4 things that make people want to spend more with you

These prospects have dreams. Maybe they want more money, better relationships, better health etc.

Every time a potential customer sees the solutions you share online, they value each idea in regards to how it can help them achieve their dream outcome. Then they attribute that value to your business.

As you share your solution online, emphasize these 4 factors to help your customers see how valuable your solution is (from Alex Hormozi):

1) Dream Outcome:What does the customer want to achieve? More money, better relationships, better health? The stronger the dream you promise, the more valuable they perceive your solution.

Example: if you promise you'll save your customer $2M they'll be willing to pay you much more than if you save them $200k.

2) Perceived Likelihood of Achievement:How likely is it that they can make their dream a reality (using your solution)? The less risk the customer takes on, the more valuable they perceive your solution.

Example: if the customer is guaranteed to make money with your solution, they'll be willing to pay more than if there's a risk their time is wasted.

3) Time Delay:How long will it take to achieve the dream (using your solution)? The faster it takes to get their dream outcome, the more valuable your solution.

Example: If it takes 2 weeks to make money, they'll pay more than if it takes 2 years.

4) Effort & Sacrifice:How hard is it to achieve their dream (using your solution)? The less effort they have to apply, the more valuable your solution.

Example: if the customer gets everything done for them, they'll be willing to pay more than if they do everything themselves.

The more prospects that are educated (through your content) on how your solution works with these 4 parts, the more people will convert to customers.

So what common mistakes do business owners and founders make that gets their audience to spend less with them?

Troubleshooting: 3 seemingly innocent mistakes that makes your audience want to pay less for your solution

1) It's not obvious to customers why you're the best solution to their problemMost businesses struggle to get customers to quickly understand why their solution is the best option. If this isn't clear, your content will confusing more people (instead of getting customers).

Start by creating a statement that makes it clear to customers why you're the best solution to their pain. Amplifying a clear message will get you more paying customers.

Here's a previous issue that explains how to craft a message that persuades customers.

2) Sharing ideas on topics not aligned to your solutionEach topic you post about brings people into your ecosystem (interested in that topic).

When the topics you talk about are different than what your business solves, people are less interested in purchasing your solution.

List out the topics that are aligned to how your solution solves the customer's problem, then share ideas related to those topics.

Here's an example of how I laid out the topics for my business: 👇

3) Sharing general ideas (that don't differentiate your business).When you share general ideas, prospects see you similar to others solving their same problem. It's not clear to prospects why you're the best solution so it's harder to convince them to buy.

That's a wrap!

If you have any questions, reply to this email. Feel free to let me know how you're using content to build your business today.

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If you found this helpful, please forward this email to 1 friend or colleague. They'll appreciate you and you'll help grow the community.

See you next Thursday 👋

Brian

Clickworthy Resources:

• Learn your first steps to social media marketing• Alex Hormozi's free course on his value equation• Learn the basics of positioning your business from April Dunford• Worthless audience example: woman built a 3M audience - couldn't sell 36 shirts