Do you feel stuck? Are sales nonexistent? Have you tried everything, and nothing seems to work? If so, this blog post is for you. The advice I am going to give you is simple. If you apply this information to your marketing plan, you will make money. First, stop running ads on Google, social media, and any other platform. Next, fix the issues I cover below. You are wasting money if you don’t address these problems before investing in advertising. No amount of money will make customers buy if you can check one or more items off the list below.
1. Inconsistent Audience Engagement and Traffic Patterns
To make money, we need consistent traffic and to be in front of an audience daily. Without these two, you will never make money. If your products aren’t selling, maybe not enough people are seeing your offering. No one knows you exist. And if you don’t have eyes on your products, then no traffic to your website either. You should develop a strategy to get in front of more active customers. Social media is a start, but there are many more options. Want to learn how to get in front of people without using social media? Click the link. How to reach your target audience without social media
2. Poor Presentation Quality
Poorly designed packaging will never win a customer over. Be honest; even if you made the labels yourself, is it ugly or unattractive? Poorly designed logos, product labels, marketing materials, and bad color/font choices can keep you from making sales. Your products must have a polished and professional look. Stop being cheap. Hire a designer to help you with packaging, product labels, logos, marketing materials, and website design.
3. Subpar Product Imagery and Descriptions
Online buyers use photos and descriptions to decide whether or not a product is suitable. Low-quality images will make a terrible impression on potential buyers. Your products and business instantly lose credibility in their eyes. The buyer will purchase from another company with better photos and product descriptions. Go above and beyond with the photo presentation. Low-quality images and fuzzy-looking text; are the top reasons buyers won’t purchase products. Low-resolution and blurry images are an eye sore, causing a distraction in the buying process. The second reason is poorly written product descriptions. There are a few other reasons why buyers will skip past your listings. Below is a list of those things and how to fix them.
Bad lighting:
Utilize ambient sunlight streaming through a window or use artificial lighting sources to enhance the brightness of your photos. Invest in accessories such as a light diffuser, softboxes, or umbrellas to distribute light evenly around the subject, resulting in a refined and professional appearance for your images.
Blurry photos:
Purchase a tripod for your camera or increase the shutter speed to 1/160 or higher if you are doing it handheld.
No closeup shots:
You can rent a macro lens for close-ups or detailed shots of your products. For example, photographing popcorn using a macro lens will allow you to capture the details of the popped kernel. Some products require a specialized lens to capture the characteristics up close. Otherwise, you can move closer to the subject when taking the photo.
Boring photos:
Hire a prop stylist to assist with styling the shots by picking props, surfaces, and backgrounds. You can learn this skill on your own. Google prop styling for more information.
4. You are selling to the wrong people. Find your tribe!
Stop selling to people who aren’t interested in your products or services. If you are engaging with the wrong people, they will not, nor can they help you grow your business. Here is a blog post on How to find your target audience.
Finding your tribe means finding like-minded people you are comfortable with discussing your business — customers who will see the value of your products or services. Maybe share the same interests or hobbies. It is easier to talk about your business when you don’t feel pressured to deliver the perfect elevator pitch or give an impressive presentation. Finding your tribe is about developing authentic relationships with people who will assist you with relational marketing.
Relational Marketing means maintaining consistent contact with the people in your social circles, online community, potential customers, and database, leading to a steady stream of repeat business and referrals. Through these relationships, your tribe will become your brand ambassadors.
5. In a State of Desperation
Desperation will repel people; they can sense it from a mile away. Consumers can tell when you are desperate for sales and could become turned off or take advantage of the situation. Not just words can display your desperation, but body language too. You must understand that, regardless of the situation of your business, even if it’s grim, it must not affect how you deal with people. If you are desperate, it will show when talking to potential customers, whether in person or online.
When desperate for sales, you tend to bend or adjust your prices to make a sale. For example, a customer might say, “I don’t want to pay $60 for this. I know someone who sells it for $40.” If you are desperate, you will take the $40. Some business owners say, “Some money is better than no money.” Yeah, that might be true. If you find five dollars on the ground, it’s better than not finding five dollars. But as a business owner, you have to see things differently. Your business needs stability; customers cannot set your prices for you. How many units do you need to sell to make $5,000? How will you know what those numbers are if customers tell you what they are willing to pay? The answer is—you won’t. Desperation causes you to change your price according to the situation, and the deciding factor can’t be based on emotions or if your mortgage is due. It’s not good for business.
6. No clear solution to the problem
What is your solution? What problems can your product or service solve? You need to know this. One major problem I encounter with business owners is that their solution to a problem is vague or nonexistent. Stay away from using buzzwords or industry jargon. Stop using words like; innovative, unique, custom, personalized experience, lifestyle brand, organic, all-natural, full-service, state-of-the-art, all-inclusive, etc. I consider these types of words as fluff. They sound good, but using those words won’t explain the solution you provide.
KISS!
KISS means Keep It Simple Stupid. I think that is a little mean. I would rather say, Keep It Short and Simple. When explaining the solution your company provides, it should flow from your mouth. Want to keep a potential customer’s attention? Keep It Short and Simple. Less is much more effective when trying to reach people. There is no need to give a long, drawn-out speech. Many business owners spend too much time working on the perfect sales pitch by listing all of the features of their products. Remember that your potential customers are not familiar with the industry jargon. And buzzwords will go in one ear and out the other because what you’ve said didn’t resonate with them. Below is an example of KISS.
Bad Example: We are an innovative, forward-thinking, all-inclusive pet care service provider for small dogs. Your dog will get the activity and socialization it needs in our spacious indoor, climate-controlled play areas. Our team of dedicated staff is here to assist you and your dog’s needs.
Good Example: We are a dog daycare catering to small dogs twenty-five pounds or less. We have an open floor plan for indoor activities and an outside pool for dogs who love to swim.
7. Your products are over-priced
A saying on social media goes like this “The price is the price!” It’s dumb, I know, but this has caused a big problem for business owners. They have become delusional when it comes to pricing their products and services. They have forgotten that there is a marketplace that will determine the price point. As long as you price your products appropriately, based on your position in the market, the product value, and demand, you will make sales. Many businesses could make consistent sales if they lower their prices. I mean reducing their prices by a few dollars. Research the price points in the marketplace, and place yourself within those numbers.
After reading this list, does any of this apply to your business? Are you spending too much time marketing to the wrong crowds? Should you invest in more channels where active customers can find you? Think long and hard about this. Make the necessary changes so you can start making sales sooner rather than later.
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