When Your Offer Bombs: 3 Reasons You’re Not Selling Your Stuff and What To Do About It

It’s so disappointing.

Heartbreaking, really.

You worked so hard, sacrificing weekends and regular hours of sleep to create a rockin’ new product or program. And you were super excited about it. So excited that you gladly sacrificed those Saturdays and Sunday afternoons in order to write your sales page, send out promotional emails and stir up a little buzz on social media.

You gave it everything you’ve got.  And then… no one bought it.

Owww! That hurts!
It’s like getting punched hard in the gut. Several times.

You can’t help but take it personally, right? Because, after all, YOU created it. You’re the one who poured all that creative energy into something you were sure would sell like hotcakes. Or at least you hoped it would.

But now, you feel like a great big dummy.

Well… don’t go there.

I know, it’s hard on the ego and your spirit when something in your business doesn’t work, when your high hopes and expectations are dashed.

But instead of spinning out with self-doubt and despair (because that won’t help you at all!), get curious. Become the detective and start investigating the reasons behind why your product or service didn’t sell. What went wrong, and how can you correct it?

Because you can correct it.

Start your investigation here with these 3 reasons why something doesn’t sell:

Reason #1: You’re Trying to Sell Hamburgers to Vegetarians.

If your product or program isn’t flying off the shelves, it could be because you’re trying to sell it to the wrong audience: an audience that simply has no need or desire for what you’re selling.

You have to know your peeps! You have to know what they’re hungry for, what they crave, what they would pay anything to have right now. And you need to create a product or service that promises to fulfill those desires and satisfy those cravings.

When I took Marie Forleo’s B-School a few years ago, she talked about “the sweet spot” between you and your client. The sweet spot is that magical place where “what your client will gladly pay for” meets with “what you love to provide.” To discover that sweet spot, you need to make list of what your client would not hesitate to pay for right now. Is it more time? A steady stream of clients? Financial peace of mind?

Then, make a list of what you love to do or provide that gives your clients exactly what they would pay to have. There’s your sweet spot. Create your product or offering so it meets your client right there!

Reason #2: Your Offer Is… Meh.

Once in a blue moon, I’ll be writing a sales page for someone and I get this sinking feeling in my chest. Because I know that no matter how great my copy is, very few people are going to buy this product. Not because there’s something wrong with it, but because it’s just not compelling enough. It doesn’t offer enough bang for the buck. It’s just kinda… meh.

If your product or service isn’t selling, it could be that it’s not worth buying.

Ouch! I know that’s hard to hear. And I could be wrong, completely wrong. But it’s worth looking at, don’t you think? Let’s get real here and answer some tough questions, like:

• Did I really create the most magnificent product or program possible? One that is sure to give my clients what they want and more?

• Is there a way I can modify, add to or edit my program or product so it’s sure to deliver incredible value and transformation while making them feel special and well-cared for?
• Can I include any extras or bonuses that would increase the fabulousness of this offer? Or do I need to cut something out so it’s not trying to do too many things at once?
• Does my price honestly reflect the value of what I’m offering, or does it cheapen it? Or is my price somewhat inflated and prohibitive?

The cool thing about an offer that flops is, it gives you the chance to discover where you went wrong. And once you do that, you’ll know exactly what to do to create a best-seller.

Reason 3: Your Offer Rocks But Your Copy Sucks

This is a real heartbreaker for me. And I see it all the time. As you can imagine.

You’ve got a killer product or program, one that is destined to knock your clients’ socks off, change their life or business forever, and make them happier than they’ve ever been… while providing a peak experience they’ll never forget.

But no one’s buying it.

Why?

Because your sales copy – your emails, sales page, ezine blurbs – is doing a lousy job of communicating the incredible power, value and transformation you offer through this product or service.

No one’s buying because you haven’t told them what they need to hear in order to say, “OMG! This is exactly what I need right now.”

Your copy is selling your product or service short. And it’s denying your clients the one thing that could make a huge difference in their lives. Simply because you haven’t yet found the right words to clearly communicate how your product will rock your clients’ world and give them what they’ve been aching for.

Now, you may read your copy and think, “But I’ve clearly explained what this offer is, what it’s for and how it works. I don’t get it. How can I be any clearer?”

Yeah, well, writing effective copy is about so much more than being perfectly clear. It’s about telling your client what he or she needs to hear in order to make a decision. It’s about writing in a way that speaks to the heart and soul of your clients and acknowledges their deepest needs, desires, fears and dreams.

This is why, if you want to sell your magnificent product or service, you have to be able to write copy that connects with your clients, so they know, without a doubt, that you’ve got exactly what they need and want right now. Because when you do, you’ll not only be able to sell your stuff, you’ll be able to serve those who need what you’ve got to give.

This is where your copy becomes a service. It leads people to the answer they seek, the solution they need… that “certain something” that will make a difference in their lives.

On Wednesday, August 27, at the Copywriting Cabaret, I’m going to share several ways you can tweak your copy so it immediately engages the full attention of your ideal clients and inspires them to invest in your services. You’ll get some hot, insider secrets and copywriting tips to help you write marketing messages that clearly communicate the power and unique value of what you offer so your ideal peeps can’t wait to work with you.

Plus, you’ll get a virtual front-row seat to a live copywriting makeover, which is such a cool and entertaining way to learn how to transform your own copy.

Until then, get curious when you offer something that doesn’t sell. Don’t despair, throw up your hands and say, “That’s it! I’m through!”  Get to work. Ask for feedback from those who know your ideal clients.

And ask for help.

Don’t try to figure it all out on your own. You can’t. Nor are you supposed to. We’re all in this together.

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Nancy Tierney is a writer and copywriting coach who gives entrepreneurs the simple steps and creative guidance they need to create their own powerful marketing copy so they are never at a loss for the right words to attract the right clients.

With over 30 years of experience in marketing, sales and public relations, Nancy has written sales pages, websites, emails and social media profiles for some of the most highly respected coaches, consultants and marketing gurus on the Internet scene today.

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