Show Notes:
You’ve cemented your offer. You’ve tweaked your messaging according to how you think your market will respond. And you’ve engineered your ad spend to match your offer. And yet, you still aren’t converting.
You need to diagnose the problem – and fast! Because if you don’t, before you know it, you’ve already put x amount of dollars on your campaign – one that’s not really getting any positive, effective response from your audience or target market.
So how can you determine if the issue is with your offer or with your ads?
Today we’re diagnosing your offer to determine if your offer is the reason your funnel isn’t converting. I’m giving away tangible steps you can implement today to ensure your offer is not the culprit.
Don’t wait! You better fix your offer soon before your entire ship sinks!
Share-worthy Quotes:
“If you are getting traffic to your page and it’s not converting, then something is OFF!”
“Confusion on the user’s end will kill the conversion.”
“When it comes to language in your marketing, always explain it, like you’re talking to a six-year-old.”
“It’s all about testing. If it’s not converting well, and you’ve made a few tweaks and it’s still not converting, then my go-to is to always simplify.”
“Clear benefits help someone to know immediately what the offer can help them with and how it can help them reach their goals.”
Get the Transcript here:
Episode 7 – Part 1: Is your Offer or Ads the Issue?
Hey guys, welcome back to the Ad Agency Secrets Podcast. I’m so excited. You’re here. This is the middle of December and I’m excited for Christmas. I hope everyone has got their Christmas shopping done. I can tell you I am not done. And normally I’m done by the first few days of December, so I’m super, super late.
And I’m hoping if I start ordering off some Amazon today, I can get it here and dime. Don’t be like, Jessica, make sure you’re done already. Okay. But I’m excited because today I know everyone’s gearing up for January and for the new year and gonna start running their ads and hopefully scaling up their budget, increasing their revenue.
But one of the big questions that you need to be asking yourself if you’ve done this already? If you’ve already kind of tested the waters with your ads and your offer, and it’s not working. How do you diagnose if it’s the offer or the ads, right? Is your offer or the ads, the issue? How many times? I’ve heard people blame Facebook ads for their offer, not converting.
I can’t even count. It’s unfortunate because they feel like it’s not working. They spent a few bucks here and there, and then they just throw in the towel and give up on Facebook. And I get it because spending any money on something and not seeing the results is super frustrating. Plus, we’re so close to our offers and we believe in them wholeheartedly.
But that can sometimes skew what we see versus what is really happening. Okay. But know that I’m not saying the offer is the issue. Sometimes it is the ads, but I want you to know it can be the offer as well. And when I say offer, I mean, wherever you’re sending traffic to your product, your webinar, you’re challenging me free or paid.
That’s still an offer. So whether you can’t get your webinar, people to opt into your webinar, or you can’t get your people to opt into your challenge, or you can’t get people to buy your product. That is your offer. Okay. So before throwing in the towel and giving up on ads, let’s dive into how we determine if the issue is with your offer or with your ads.
Okay. And in this episode, we’re going to dive into the offer and we will dive into ads in part two, which will be the next episode. So now, I might get Slack for saying this, but again, like I said before, just because you wholeheartedly believe in your offer and think it’s the most amazing thing since sliced cheese.
Yeah, I did. I did actually say that. It doesn’t mean that it is okay. It may not be exactly what your clients want and that being said, it may not be your actual offer. But the way that you present your offer, which in my experience is usually the cause and the reason it’s not quite the offer itself, it’s just the way you’re presenting it.
Through your pages, through your messaging. And I had a client who, I mean, I have a claim, so sorry. I have a client who helps parents with adopted children who have complex trauma from attachment and abuse experiences. So it’s, it’s a really powerful thing that she’s doing and impacting lives.
And I truly, truly believe in the stand behind what she does. And here’s the thing. She knows her audience she’s been in her audience’s shoes, right. So you would think she should be able to really clearly speak to her ideal client. Like there’s no tomorrow, right? However, because she’s in it and she’s been doing the research and she’s been teaching. You know, sometimes it gets hard. Sometimes, you know, there’s verbiage or words being used that she understands really clearly, but her ideal client doesn’t. It goes a little above their head and she’s not quite meeting them where they’re at.
Right. So, you know, it’s, it’s difficult to in her, in her niche just because, you know, being sensitive to the topic and making sure we’re being super careful that you’re not making parents feel ashamed or embarrassed, that kind of thing. So it is really difficult for her to get her true messaging to come across and really resonate.
It makes sense to her parents, which are the end-user. But what we did is we finally actually just redid the page, which is so exciting. It looks amazing redid her entire messaging. To get, you know, to change the copy and the messaging so that it speaks more tangibly. And we’re actually going to go into that a little bit, but speaks more to where her ideal client is, what these parents were thinking and feeling right now on a day-to-day basis. What they’re going through, what they’re actually having to deal with and overcome every single day.
And right now it looks amazing and we’re waiting to see the results from it. So, I’m super excited but we’re going to go ahead and dive into determining if your offer is the issue and the potential. Causes and fixes for that. So one thing that could be the issue as far as your offer goes. So again, guys, outside of ads, once we bypass the ads and we get past that, and we’re going to your offer in some way, shape, or form. The first could be your landing page.
So if you are getting traffic to your page and it’s not converting, then something is off and there’s a couple of reasons and things to note here. So why that could be. So the first is, is your page congruent with your ad? A lot of times the ad copy is doing its job and it’s getting the clicks to your page.
Right. And then there is this discrepancy between what’s being said on the page versus what is said in the ad. Okay. So congruence is important. Confusion on the user’s end will kill the conversion. So make sure they are seeing the same thing. So the user doesn’t expect one thing when they click the ad and get something completely different or even slightly different.
That can hurt the conversion. All right. So the first is act congruency. The second is, is your page designed properly for conversions, right? And you’re thinking everything just wouldn’t have to do what they offer. It has everything to do with the offer, right? So what does this mean? Well, do you have the button above the fold?
This means before they scroll, do they see a button for whatever next step that needs to go to? Is there a clear headline that describes the pain point being solved with this offer? And we’re gonna talk a little bit about clear in just a second is the design simple and clean and aesthetically pleasing.
And it’s a copy, easy to read. This is important. Sometimes we like to get super fancy and we like to use really pretty script font or put lots of images and stuff everywhere. And if it looks too, too messy, then your eyes don’t know where to focus and you start kind of going all over the place and then you just get overwhelmed and you click out of the page.
Okay. So simple. I like to keep pages simple as they seem to convert better that way. The longer the commitment. So let’s for example, a quick PDF download versus someone committing to watching an hour, hour and a half webinar training. So the longer the commitment of the end-user, the more copy is needed.
All right. But even then, even if you need more copy, even if it’s a sales page, keeping it simple and not adding tons of sections, just to add it just because it’s better. Sometimes it works to add a whole bunch and you know, it’s all about testing. We said this before. But it’s an, if it’s not converting well, and you’ve made a few tweaks and it’s still not converting, then my go-to is to always simplify the page.
Now we’re going to go into your copy. The copy could be the reason your page copy. This is where we go deep with your ideal avatar, with their pains and their desires. And I don’t feel people go deep enough. Okay. So a no-no people do a lot is focused on the offer and what people are getting like bullet points, right?
What they get in this offer versus what pain points this offers helping solve just like in real life, right? So get off of Facebook and Instagram, if someone walks up to you and said, “Oh, it’s like meal prep, right?” So let’s say someone, cause I’m an, I’m like an ideal avatar for this. Okay. So if someone came up to me and said, “Did you know that my meal prep service is half off and you can choose paleo and vegan and even keto and get delivered straight to your door.”
All right. Sounds cool. Would that peak my interest maybe, but if someone came up to me and said, “Hey, are you sick of spending hours prepping and cooking meals for you and your family? Do you want healthy pre-cooked meals delivered straight to your door? Does that take no more than 15 minutes in the oven?”
Are you ready to start focusing your attention on way more important things like quality time with your loved ones then rather than making a mess on the stove? Yeah, I would, I would say the second one speaks way more loudly to the end-users, clear pains, and desires. It speaks way loudly to me. So clear benefits, which I kind of mentioned earlier, helps someone to know immediately what the offer can help them with and how it can help them reach their goals.
Why? Because people don’t buy because another example they don’t buy because they get two phone calls a week and a Facebook group for support. Right. If someone came to me and said that I’d be like, great thumbs up. That’s cool. They don’t buy for that. They buy because of what those can do for them. They buy because those two phone calls a week are there to support you.
If you get stuck, or if you need eyes on your ads or your sales page, then these calls will help get you unstuck and moving again. So focus on the benefits to your ideal client. Next would be the tangibility of the offer is that easily implementable. So this is more towards, I guess it’s really towards, anything is towards your paid offer for sure.
And then really a lot more towards like your webinars and it’s really towards everything. Like is this easily, easily implementable? So for instance, we have a student who has a script that they can literally download. It’s a sales script. They can download it, they can start using it today or will this take the time, like an ebook or something that might, you know, if you say ebook, it kind of makes it sound like you’re gonna spend like an hour reading something.
Okay. Another way to look at it. What tangible outcomes are they going to get? If your messaging says you’ll get fit and have more energy, how tangible is that versus saying something like. Eat what you want. No calorie counting and look the best you’ve ever looked so that you can get on the bike ride with your kid, or you can take dance lessons with your partner without huffing and puffing.
Now that is tangible. So use like that’s massive guys make it tangible. And I feel like sometimes when people are in the personal development space they really feel like it’s hard to get tangible. And I promise there’s always a way to make it tangible because, at the end of the day, everybody is just, all you have to do is think about how this is going to impact their life.
And literally think about actual situations in their life. That’s a tangible right there. How will this actually impact their life and get as specific as you can, and you can make anything tangible? Another way to know if it’s your offer is, you know, make sure user language. You know, just like I talked about my client, you know, they, she wasn’t using their language just because not because she wasn’t trying to. It’s just, it wasn’t, it just, it didn’t come as natural anymore because she’d been doing the research she’s been teaching.
And so all the acronyms and terms she’s been using are so familiar to her that it kind of went too much into her messaging. Okay. I’ve seen this way too many times. We, as the experts have been in our fields quite a while, and we know all the lingo. And so when we start writing out our landing pages, we use words that we feel everyone is using because we use them all the time, but that isn’t always the case.
So be sure to spell it out clearly so that someone who is not familiar with what you do will be able to follow it. So my go-to motto always explains it, like you’re talking to a six-year-old or a seven-year-old child. So even when I talk about CPC, which is the cost per click, I always explain what it is and what it affects.
I don’t normally just say CPC, unless I’ve already previously, you know, just spoken about it. Right. As soon as someone feels, they can’t fully understand what they’re reading or what you’re saying. They have already mentally checked out. So use their language. Another one is credibility. I’m a huge advocate of showing credibility when you can, and that can affect if your offer converts or not just by having credibility.
So while keeping the page design simple, as we talked about, and clean, you still want to be able to show credibility. So for instance, if you are running a webinar, screenshot, people who attended the webinar and who said how amazing it was and put it on the page. If you are doing a challenge, same thing, screenshot people who are raving, right raving about it.
And give testimonials talking about the results that got during the challenge and place them on the page. And then of course, if you have a sales page, for sure, you should have always put up testimonials. Written video screenshots, the more variety can put in there, the better credibility leads to trust, which leads to conversions.
Okay. Now I just gave you a whole bunch to go through again. This is outside of ads. Once you bypass the ads and you’ve gotten to the page, that’s when the offer and the messaging and how things are looking, come into play. Okay. Now, outside of the landing page, if that’s working and you’re getting people to opt-in.
Okay. So for instance, if webinars, maybe you get them to opt-in, but once they view the webinar, they don’t convert to sales. Okay. Then your ads did their job. Your landing page did its job, but the webinar itself needs work. So you would then focus your time and energy on fixing the webinar and increasing the conversion percentage.
Okay. If you got everything else working in that last piece and you don’t need to focus on everything else and keep those running streamline and focus on that webinar or that challenge and making sure that it converts. If that’s the last piece of the pie, then after you fix it, you have a fully working and profitable funnel.
That’s it guys that is everything that I can give you at this time to dive into your offer and your pages and all that backend and see, where is the issue? Am I doing these things and can I make this better? And the next episode, we’re going to dive into the ads. So this way you can decipher, is it my offer or is it my ads?
Because if it’s not your ads, great, that’s what I feel like is the hurdle, a lot of you guys are, are, are running into. But to be honest with you, 70% to 80% of the time. It’s not the ads, it’s the offer. And so I really want you guys to take this information I gave you and really dive into each piece and work on it right now in your offer because you’re going to be launching in January.
I’m assuming. Launching big, going big for 2021. And I want to make sure you guys have these on point. All right. So again, the next episode we’re going to talk about is your ad the issue, right? If you’ve already just decided if you’ve already deciphered that it’s not your offer, is it your ad? We’re going to go into that and how you can dissect that and fix that in the next episode.
So I will see you there. Thanks guys.
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