CX Fanatics Podcast

Why Marketing Assumptions Are Killing your Sales

One of the #1 mistakes 2nd Act Entrepreneurs make is to make assumptions with their marketing and their product offers. Making assumptions cost you time and money and ultimately sales.  
If you have had a successful career but want to increase your impact, revenue and leave a legacy using your education and expertise with an online program - you are a 2nd Act Entrepreneur. I partner with 2nd Act Entrepreneurs to create strategic marketing that builds relationships and sells their programs and turns them into Thriving Digital Impactors. 
On today's show, I share the biggest mistakes I see business owners make when trying to create and market their services.
You know what they say if you ASSUME you make an A** out of U and ME.  Nothing could be more true than when you are promoting a program that has no input from the people you want to serve.
When assumptions are made in marketing it costs more time and money because:
1. People don't know they need what you are selling.
2. People don't want what you are selling.
3. People feel rushed into your sales funnel before they are ready and it just feels wrong (and a little bit sleazy).
Instead before creating a program offer or your marketing ask yourself some specific questions:
Question #1:
When was the last time someone asked you for ________________ (insert the product you want to create)
If the answer is all the time, recently, or anything in that area then dig a little deeper because you're likely onto something.
If the answer is deer in the headlights or "uh no" then dig deeper - because you're likely about to spend a whole lot of time, energy, and money creating something that nobody wants or understands. Instead, ask people what they want instead of what you think (read know) they need.  People buy what they want, not what they need. Sell them what they want, serve them what they need.
Questions #2:
Many 2nd Act Entrepreneurs make the assumptions that people know that they have a problem and that they know how to solve it.  
-If they knew how to solve the problem, wouldn't they have already solved it?
-If they have a pressing awareness of the problem, wouldn't they be taking action to find a solution?
Chances are very high that they either don't know where to start or they are embarrassed to ask someone for help.  If you present them a confusing solution to their problem or something so high level they feel dumb - they not only won't buy they will likely tune you out forever because they will be searching for someone else to solve the problem.
This isn't because they aren't smart.  It's because they are busy, they are distracted and they just want an easy-to-understand solution that will make their current pain stop. If you give them a clear, easy solution - they will buy.
The last assumption 2nd Act Entrepreneurs often make regarding their business is assuming their customers mirror their money beliefs.  This week's episode dives into the dangers and frustrations that money blocks can have on your business.  Tune in to hear all the details as well as examples, stories, and antics for the other questions discussed in this episode.
Enjoy this episode? Share it with a friend and leave us a 5 star review on your favorite streaming platform.
 

Unlocking Exhaustion and Entrepreneurship And How To Cure It

Entrepreneurs especially in light of COVID are plain out exhausted.
It's easy to give your all to your:
Clients
Family
Friends
Team
Students
You name it, but at the end of the day if you are feeling bone-tired - you my friend are headed toward exhaustion and ultimately burnout.
In this week's episode learn my personal journey with entrepreneurship and exhaustion and what I did to turn it around.
Discover 5 tips that will empower you to take back your energy, time, and reign in your business so that you can build your business around your life instead of the other way around.
Listen to the entire episode here.
COVID has and is still wreaking havoc on all of us.
But as an entrepreneur, it may be affecting you even more than you realize.
You are likely accustomed to working from home - as I am.  But the added stress of having everyone there, feeling like you can't ever get away and just plan or think or even trying to find 2 minutes of quiet to focus is enough to make even the calmest person twitch.
I found myself in this VERY situation - which is why in this episode I bring light to the warning signs so you can check your mental health as well.
Learn the top 5 ways to solve the exhaustion dilemma and give yourself permission to take care of yourself.  Self-care is NOT an indulgence or luxury, it's a necessity.
You don't have to pick up and just keep going.
Listen to the entire episode here and give yourself permission to create a business around your life and not the other way around.
Need a little more entrepreneur love?  Head on over to the Small Business Builders Facebook group - and introduce yourself.

The Real Reason No One Is Signing Up For Your Free Download

You've spent time creating a fabulous lead magnet and yet . . . No one is joining your email list.
Alas, you are not alone in the battle to win new subscribers.
We are in a VERY competitive landscape since COVID, especially in online business. With every corner you turn, someone is hanging up their "I'm in business" sign.  Meaning you've got to put on your game face and stand out among the masses if you're going to win the favor of the email exchange.
Tune into this week's episode to learn the five reasons most course creators, consultants and coaches struggle to grow their email lists. Hint, hint - it's probably your lead magnet.
Learn the top mistake that most business owners make when creating their lead magnet and what will entice people like hot fudge on ice cream to grab yours.
You will also hear some tips on how to fix the hiccups in your lead generation funnel and start attracting new leads that you can turn into customers.
Stay tuned until the end!
There are not one, but TWO bonuses for you this week to whip your lead magnet into a powerful marketing tool.
One of the biggest struggles second-season entrepreneurs have is developing an overall strategy. 
When you are in your business, it's hard to take a birds-eye view and see where you are aiming and if your tactics are getting you closer.
This is why I've created a brand new 5 Step Marketing Strategy Guide and am planning live pieces of training in September to help you kick start your strategy. 
Join me in September for the live training that accompanies the guide. In the meantime grab your free copy here: https://alisaconner.com/strategy.
Listen to the entire episode and dive into the BEST lead magnet strategies that get you results quicker and faster.
Are you wanting some feedback on your free download?  Head on over to the Small Business Builders Facebook group - and ask for some support.

What Golf And Entrepreneurship Have In Common

What in the world? Golf and entrepreneurship?  That seems to have come out of left field.
Recently I took up golf and I know little to nothing (after my 4 games of golf this summer about technique, swings, or even putting). But the similarities between running a business and taking on a new hobby were apparent after the first drive in the golf cart.
In today's episode, come on a journey with me as I compare my new golf hobby and lessons in entrepreneurship. 
Discover the 5 different lessons that can be applied to not only your golf game but your business, and any other new venture you begin.
When was the last time you picked up something completely new and looked at it through the eyes of a beginner?
You won't want to miss this week's podcast episode and it would be worth it to pull out a pen and paper to take some notes to see which of the five lessons you could apply to build better relationships and conversations with your current and future customers.
See you inside.
-Alisa
 
 

Standing Out In A Crowded Market As A Small Business

Help! I can’t get any traction!
You may have noticed that the online marketplace is a bit more saturated now that people have been trapped at home for a year because of COVID.  There are more businesses, course creators, and entrepreneurs hitting the online space than ever.  Alas, that doesn’t have to be an issue for your small business. 
Because you have the insider secret.
In this week’s episode of ACC-TV, I teach you the 3 ways to create a personalized experience for your customers and future customers with your marketing.  
Personalizing your marketing may seem overwhelming and almost impossible.  But one of the easiest ways to get in front of your audience and deliver them exactly what they want is through email marketing.
When you understand your ideal clients, know what they need and then deliver it to their inbox – they are more likely to read your email and talk about it with others.
I talk a little about segmenting and tagging your list so that know how to put the right content in front of the right people.  I also share several real-life examples so you can see how it would work for your business.
The quickest way to stand out is to do things other people aren’t doing.  How can you get in front of our audience in a new and unique way?
I also share in the episode my upcoming LIVE training The Email Uprising.  Registration is open sign up to learn:
The best expert headline hacks that get your emails open
The 4-step NO LOSE email formula that gets your emails read to the end
The 1 thing you can do that will catapult you beyond your competition
Choosing what to write in your weekly emails
The power of customizing your emails to earn your subscribers respect sooner than later
Go ahead and get registered here.
This week’s episode wouldn’t be complete without a bonus, you can find this week’s here.
I want to hear from you!
What is your biggest frustration with standing out online?  Join me over in the Small Business Builders Facebook group and let’s talk it out.

5 Grateful Lessons Learned From 2020 and What To Take Into 2021

We Can All Agree 2020 Has Been A Doozy
But, there are some positive things that came out of this year.  In this week's Feed U Podcast Episode I give you the 5 lessons I learned in 2020 in hopes that they will inspire you to reflect on what you learned this year.
I encourage you to tune in and listen to the entire episode here so you can end this year with a focus on what was positive about 2020 and what you want to leave behind as you move into 2021.
 Things will never go back to "normal" and in Episode 111 I share with you how you can adapt your business to meet the new landscape that lies before us.
I give you my opinion on how things will play out, things that are irrevocably changed, and how you can adapt to fill the need in this new version of business going forward.  Dive into the entire episode here.
We have to accept a new "normal" after 2020
Just like 9-11 the world (not just the United States) has irrevocably changed.
Things that we took for granted, concerts, eating out, shopping, and many other previous "luxuries" will never exist the way they did before COVID-19. Restaurants have gone under. Shopping has been done largely online this year. The post office reported processing over 300 million more packages this year than last.  People have now normalized things like food delivery, online shopping, and virtual doctor visits.  The early adopters were already taking advantage of these options - 2020 just added gasoline to the already ignited flame.  For more on this tune into the entire episode.
The reality is the same - either adapt or die.  Unfortunately, this will be the case for many of the small businesses we know and love.  But let it be a lesson for you and your business to keep your eye on the horizon for market changes and adapt sooner than later.
The world is craving connection.
Online connection via bantering and arguing opinions through the comments has become exhaustive.  The world is tired of arguing.  They are tired of being disconnected.  They want real relationships, and to do business with real people.  The spammers and follower buyers were on their way out before 2020 now they are no longer tolerated and I predict BIG changes in the way social media and marketing, in general, will be used in the future.  The sooner you can connect with your clients in a personal way - the faster you will catapult past the competition.  Niching in will no longer be optional and the quicker you can do it, the further ahead you will be.  It enables you to align with influencers in your market and create one of a kind buying experiences for your people.  Creating a boutique type experience for every business model.  No longer will the one-size-fits-all marketing campaign be tolerated or relevant.  I encourage you to brainstorm which steps will you take today to align with the people you most want to help and the influencers already helping them.
What is old is new again
People do business with people.  You've heard me say it before.  Today I will add they do business with people who make them feel memorable and special. This happens through nurturing relationships. If you haven't committed some time energy and marketing planning into nurturing your current and future customers, it's time to get on the bandwagon.  This will be another BIG differentiator for those who excel and those who fall away.  In the episode, I give you two specific examples of companies I recently did business with that are killing it when it comes to creating an experience for their customers.  Tune in here to listen in.
I give you three other lessons and some homework in the episode,
tune in to learn how you can align your business for success in the New Year.  Wishing you the best of 2021!  
If you loved this episode . . . 
I would be so grateful if you would share it with a friend and leave me a review over on iTunes so that we can help more people grow their businesses.

110 You Built It Why Haven't They Come?

You followed all the guru's advice and built your sales funnel but . . .
. . no one is opt-ing in.  Worse, no one is buying.  What the heck?  You did EVERYTHING right.  Why isn't this working?  It takes one of two things to get a sales funnel set up:
Either a lot of time
or
A pretty hefty investment.
 
When it isn't working it can be infuriating and leave you feeling hopeless.  Alas, all is not lost.  There are still tweaks that you can make.  In this week's episode, I share the 3 reasons most sales funnels fail. Dive into the entire episode here.
Don't give up on your funnel until you fix these three things first.
20 years of experience in marketing has taught me, everything can be fixed.  That includes your sales funnel.  If your emails aren't performing, no one is signing up for your freebie or you're not selling any products, then this week's episode was made for you.
1. You're too general.
Somewhere along the way you probably bought into the story that broader is better.  Well, in an ultra-competitive world (think the internet) the opposite has proven to be true.  Those who try to help everyone, market to everyone, and sell to everyone, end up serving no one.  Why? Because people are searching for a specific solution to their specific problem.  When you are offering a basketful of generic solutions, they will just assume that you can't help them with their specific problem.  Or worse, they will be confused about what you do and they won't waste time wondering if you can help them, they will just move on to someone who can. In this week's episode, I give you a couple of simple examples, you can check those out here.
2. You are your own best-kept secret.
Oh boy! You've spent hours getting your copy right.  You have just the right image.  You checked and double-checked everything and now you wait. And wait. And wait.  Where is everyone?  Well, here's the thing - no one knows about your awesome new stuff because . . . you didn't tell them about it.  So many times I have worked with clients who have created a new website, landing page, or freebie and they are astounded when the internet gods have not smiled on them and sent them a bushel full of customers.  ***NOT SO SECRET*** >>> There is no internet magician.  If you want people to find your awesome website, landing page, freebie, or whatever you create you have to promote it.  I know it can be hard to "toot your own horn" but you're a badass business owner, get out of your own way, and get your stuff out there. The latest research shows you have to put your stuff in front of people a MINIMUM of 8 times before they ever even pay attention.  So put yourself on repeat for a while.
3. You're not solving a problem.
I alluded to this in number one, people aren't looking for your product or service.  Seriously!  They aren't.  They are looking for someone to end their pain.  Whatever the pain may be.  They want a solution, they want it now and they don't want to have to work to find it.  The easier you can make it for them to understand that you can help them get out of pain, the faster they will move from not knowing who you are to a customer.  But, if you focus your marketing on what you do - you will lose out every time. To overcome losing out on them and their business, solve problems. 
I give you an extra bonus in the episode,
tune in to get the extra tip on how to ensure that your sales funnel is doing EXACTLY what you want it to.  
If you loved this episode . . . 
I would be so grateful if you would share it with a friend and leave me a review over on iTunes so that we can help more people grow their businesses.

Why Your Landing Page Isn't Working

You can have the best freebie in the world, but . . .
  . . if no one wants it or opts-in, how good is it really?  Not so good.  If you are struggling with getting people to sign up for your free download, it is costing you more than just email subscribers, it's costing you money and new customers.  If you wonder how all the "other people" are getting traction when you are lucky to get people to visit your website, or if you are wondering why your list isn't growing - this week's Feed U Podcast episode is for you.  I break down the three reasons your freebie isn't working and tell you how to fix it so you can get some traction, increase your sales, and finally reach the people that need you. You can tune into the entire episode here.
Before you even think about running ads, you will want to fix these few things first.
Running ads is a great way to increase traffic to your website and get in front of some new peeps, but if you don't have your landing page and free giveaway in spit spot shape, you might as well fogettaboutit.  This week's episode is going to help you make sure that you are putting your best foot forward - let's dive in. 
1. Your freebie is crap.
It's better that you hear these things from a friend, seriously!  If you are putting something out there that is not useful to your people, they simply walk away.  Leaving you scratching your head wondering, what in the heck?  The reality is, the internet is crowded.  People are smart. Buyers are smarter.  They know giving you their email address has the potential to open them up to endless sales emails. (you wouldn't do that though, would you?). Which means you have to be smarter.  You have to offer something that is SO good, that they can't resist.  A great measurement is to put something out there that your competitors are charging for. Before you freak out and say to yourself "I can't give away the farm for free!" Stop that thought.  Here's the deal.  People pay for processes.  If they could do it themselves, they would have done it by now.  They will pay you for the system to get it done (the less time the better). So giving away a doozie piece of that process is just the thing to get them hooked and wanting more.
2. You want too much info
This one won't apply to everyone, but there are definitely some doozies out there.  People are protective of their info.  The more information you ask them to provide, the less likely they will complete the opt-in form.  The easier you make it for your new lead to say yes, the greater the chance they will say yes.  Adding a checkbox asking for permission to email them for example. Only asking for a name and email address.  Only the first name is even better. Keep it simple, give the relationship a chance to grow.  Do your due diligence in showing up, and building the relationship instead of asking for their social security number on the first date.  That would not only a "no" but a "hell no!"  The moral of the story, less is more.  Ask for less and then as time goes on, trust builds and they will provide you with more info.
3. Where the heck is your CTA?
I can't tell you how many emails I have looked at and wondered, what in the heck was the point of that email?  If you aren't laying out breadcrumbs for your clients to follow in your emails, then don't even bother emailing them.  You MUST have a call to action (CTA) in every single one.  Does this mean selling them your product every time?  Absolutely not!  A call to action can be to gather your newest resource, listen to your latest podcast, watch your latest video, any number of things.  Just keep them moving through the funnel whenever possible.
I give you an extra bonus in the episode,
listen here to get the extra tip on how to increase your sales.  It's a goodie too.
If you loved this episode . . . 
I would be so grateful if you would share it with a friend and leave me a review over on iTunes so that we can help more people grow their businesses.