Spoiler alert: It’s not because your story is too boring or your audience doesn’t care.
Many entrepreneurs believe that once they build an online community and amass thousands of followers, selling will be practically effortless. So it becomes a not-so-pleasant surprise when they announce a new course, book, or event, and nobody bites.
Just because people like and comment on your posts doesn’t mean they’ll buy from you. Two different motivations are feeling compelled enough to press a button and feeling forced to pull out a credit card. Tapping into the latter requires some serious sharpening of your storytelling skills.
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Stories sell. That’s a fact. But it’s not enough to type up a short synopsis of your life experience. You have to craft and cultivate a narrative that appeals to your reader’s desires and addresses their fears while simultaneously providing them with a solution.
Related: Do a Deep Emotional Dive to Tell a Better Brand Story
Unfortunately, many entrepreneurs never get to that point. They jump the gun and start marketing
before they’ve built a deep connection to whom they’re marketing. They read the top marketing books, listen to all the notorious gurus, create an Ideal Client Avatar
and fill out workbooks outlining their annual goals without ever taking a step back to dig deep until they find the answer to the million-dollar questions: Who are my people, and why do I serve them
In other words, they start selling before they’ve earned the right to do so.
People buy from who they know, like, and trust. So if your people aren’t buying what you’re selling, chances are you’re making one of the following mistakes.
1. Your story is all over the place
You’re sharing bits and pieces, but the dots aren’t connecting. Every piece of copy or messaging feels like a standalone episode instead of part of a larger arc that brings people back to the core brand story of you: who you are, what you do, how you can help, and why they should care. Your audience might enjoy your stories, but they don’t understand what you’re really about and how you can help them.
And guess what? It’s your job to spell this out for them in a way that builds rapport and leads them back to your business.
When you don’t have a coherent brand story nurtured and refined, it isn’t easy to make an emotional connection with your audience. People want to know who you are, what you stand for, and how you can help them. They don’t just want a list of your professional accolades or humblebrag tales of your life experience.
Related: How to Craft a Compelling Brand Story That Drives Sales