Why No One’s Buying: 5 Mistakes that Kill Your Conversions - Christine Kane

Why No One’s Buying: 5 Mistakes that Kill Your ConversionsIf you’ve ever had a hard time getting a client, you might be tempted to wonder if you’re any good at what you do.

Or worse…doubt you’re cut out for business.

Most likely, however, the problem isn’t you.

Most likely, the problem is your marketing.  [Insert big sigh of relief here.]

So, sit with me while I walk you through 5 marketing blunders that might be causing your prospects to slip right through your fingers…

Mistake #1 – They’re not clear on the results they get

You must have 100% clarity about who the heck your ideal client is and what her results will be from what you do.

That means it’s not about the components of what you offer. It’s about what results s/he gets from what you offer.

This is always the first point of the conversation or the copy.  Not the cost. Not the great workbooks they get.  It’s about your clients and their results.

Mistake #2 – You offer too many calls to action

I recently visited the website of a life coach.

On the main page, she offered a link to her favorite new book, another link to some colleagues’ websites, a downloadable free guide to de-cluttering, and a whole bunch of payment options for her to be your coach.

It was exhausting!

Remember this:  A confused customer never buys.

Many solo business owners suffer from a “fear of being clear.”  They believe that if they don’t offer every possible option, they might miss out on someone.

They insist that this is all about abundance.  Hey, the world is full of options, and people love options!

In truth, it is the ultimate lack mentality.  It’s the fear of being clear.

Clarity is the ultimate wealth mindset.  In every communication with your prospect, you must know the answer to this question:

What is the one thing you want your prospect to do FIRST?

Mistake #3 – You hide your expertise

One of the keys to making lots more money in your business is positioning yourself as an expert.

At first, this can be a huge stumbling block.  Many of us have been raised to believe that if we’re any good, people will find us magically.

Plus, we’re scared of bragging.

But here’s the good news.

Positioning is not bragging.  It’s much more organic.

Positioning combines credibility, authenticity, expertise, testimonials, success stories and even lifestyle to create a marketing message that establishes you as a go-to person in your field.

Mistake #4 – You fire-hose them

Okay, take a deep breath. This one’s a biggie.

Some folks get a little freaked out when they begin charging money or even when they post their first free offer.

So they become like the party hostess who runs around trying so hard to make sure everyone’s having a good time that they drive people away because they’re trying too hard.

Their free offer is 423 pages, plus a workbook, plus an audio and video training, too.

They create packages promising you late night calls, early morning calls, their cell phone number – and their first-born.

Two problems here:

First, most people can’t process all of that.  It overwhelms them.  You want to engage with them, not fire-hose them.

The second problem is that you’ll eventually despise your clients if they DO sign up for your program!  You can’t possibly deliver on everything!

Again, we’re dealing with a fear/lack mentality.  You have to take time to think clearly and strategically.   What would most serve people – and what would be do-able for you to deliver on?

Mistake #5 – You wait for them to make the first move

“So, like, just call me if you ever find that you’re ready to, you know, talk about working with me. I’m here anytime.”

Does this sound like you?  (Okay, you can remove the “like” and the “you know.”  You’d never talk like that.)

If so, then it’s no wonder you don’t have clients!

Why is that?

Well, your prospects want to know what they should do and when.  You need to learn how to make offers.

This doesn’t mean getting pushy or selling hard.

It means you must provide clear instructions for how to become your client.  You must tell your prospect what to do next and when.

NOW YOU!  Are you making any of these five mistakes? And most important… what ONE THING will you change now that you know better?


  • Nikki

    Couldn’t be more timely!

    OMG I am currently guilty of ALL of these. Rather than being scared shitless and negative talking I’m thinking this could just be the BEST blog post I ever read!

    Thanks Christine
    Nikki “hEatasaurus” Heaton 😀

  • Elle

    There was a great post from you this morning in my rss reader but it’s not on the blog!

  • Kim

    Hi Christine! Great information. Thank you!

    One thing I struggle with is the nature of what I do. I know there must be words for it that resonate for others, but it feels like those words would be different for every human being. Ultimately, my coaching is about connecting people to who they really are..their inner hero, their inner holy grail, their true self, etc. Yet what that is for each person is different and comes through different modes/methods/domains in life. One of my gifts is my intuitive, alchemist-like capacities. I seem to know just where/how someone is stuck and guide them to move forward. There are no formulas or specific methods. I simply do what I’m called to do in the moment, and it’s unique each time.

    I’ve played with lots of ideas…”I help visionaries to realize their vision.” “I help people align with what matters most.” Yet these all seem kind of nebulous. I think people want more “meat,” and yet with matters of the soul, over and over, I notice that words just don’t always cut it. Anyone else feel like this? I’m getting closer, but it’s been a constant struggle. Thanks for any thoughts!

    • Lora LeFhae

      Hi Kim,
      Saw your post and since I’ve been thinking about that very thing for quite awhile I wanted to share this. What is the one consistent thing that everyone gets from you?

  • Mandi

    I am a classic #5. I have great stuff, but I need to promote it in a section of my newsletter and make offers. Thanks, Christine!

  • Sandy Rees

    Thanks Christine. I’m guilty of not being clear on results that people will get from my products or services. This is a great reminder to GET clear!

  • Nneka, Working Mystic

    Very timely:-) I’m guilty of firehosing, or really talking like a Trini so that no one understands what I’m saying. However, we worked on that at the retreat. I’m a recovering fire hoser:-)

  • Wendy Pitts Reeves

    I think my tendency would be towards mistake #3.

    As a skilled, experienced therapist who ALSO leads women on Adventure experiences designed to move them from Courage to Confidence – I tend to understate what I bring to the table.

    We’re “just” having fun, I’ll sometimes say. But a colleague of mine said yesterday, “yeah, and when we’re in a room with our client, we’re ‘just’ talking”. Point taken.

    There’s a whole lot more to what my clients and I do together – and having crazy fun is just the beginning.

    Thanks, Christine. Love this. Love what you do. And love being a part of the Uplevel(ing) world.

  • Jennifer Blumenthal

    I love that the Gold Academy is teaching me this at a soul-level understanding. My problem was #4 – I was fire-hosing people, but I realized it and stretched my package out into smaller chunks. Once I did that, I started getting repeat customers! Amazing what can happen when you slow down and step into your fears about your business and just try things. Thank you, Christine, for being an awesome coach!

    • Christine Kane

      Thanks back Jennifer! And congrats on all of your success!

  • Wendy

    Before I even finished reading the article, I took pen to paper and wrote down 5 clear results my clients will get from working with me. Another AHA moment for the record books. This is becoming a daily thing since I started UYB…Thanks Christine!

    • Christine Kane

      Wendy – Care to share one or two of them for our peeps here?

  • Cena from SaneSpaces.com

    Of course! These are awesome pieces of advice… I DO have a question though – with sanespaces.com – as with most WP sites, my template can pull in all kinds of neat stuff. My awesome free offer for my ideal clients is right on top, but I also have an overview of my 3 ideal clients on there (with clickable links to sub pages) – and then, scrolling down, you’ll also see my bio, links to my 2 recent blog posts, my radio show plugin, and a link to my Discovery Call offer. All because I’ve heard so much conflicting information about what needs to be on your home page for SEO etc. AND, I’m kind of anti-squeeze page as a home page. I’m kind of stuck/confused since it seems like the trend is to populate the subpage sidebar with LOTS of options too… Any advice about how to handle and improve this? Thanks as always for your great content!

    • Christine Kane

      Cena – It sounds like there’s just too much going on. The traditional squeeze page works because there’s ONE thing I need to do as your customer. Now, you don’t have to DO a squeeze page – but your site needs to lead everyone to do the ONE THING you want them to do… ask about doing your Discovery Call… or get on the list. What’s that one step? All else goes away. SEO is pointless if no one is then buying.

      Make sense?