What to do when you’re not seeing traction from your visibility

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format

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Do you feel like your visibility efforts just aren't paying off the way they should? Well, in this episode, I'm going to show you what to look out for and how to fix it. Hello and welcome to the Expert Unrivalled Podcast. My name is Jen Hall. I am your business positioning coach and Market leadership expert and in this episode, we are tackling the big problem of being visible all of the time and not seeing a payoff. And this episode is actually inspired by a live I did to my private elevate group just a couple of days ago, because we've seen some huge, huge wins inside of the ELEVATE program at the moment, you know, and not just huge financial gains, which is always a win, but also in things like raising e-mail, open rates from like nine percent to 25 percent.

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We've got brand new Facebook shows starting where they've committed to particular content. Plan is going unbelievably well with thousands and thousands of views and a filling up her funnel full of gorgeous, lovely, new, delicious leads. So we're seeing not just, you know, the big financial wins, which again, is always, always welcome as usual, but also the micro activities that actually help to form part of those bigger wins. And that's the thing. It's about focusing on the tasks that you can do today that are going to pay off in the long run.

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And, you know, by finally getting your email list to start opening your emails is a big one. Actually, finally starting to see traction on that is huge because we know and therefore able to focus on those things and more. If your ideal clients are actually looking at your stuff, they're going to be more likely to buy. If people are watching your videos and coming on your shows and they're signing up to your intimate masterclasses that you have set up, you know that you are going to be in a better position to convert them.

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They used to be a time back in the day when I used to literally judge my entire success on how many discovery calls I had booked in that week, which was absolutely ridiculous because it, you know, discovery calls are great, you see all the time. Well, you used to say all the time at least I've got six calls, but this week I'm so excited I can't wait to talk to all these lovely business owners.

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And, you know, the way most people got those calls was by pretending that it was a coaching call, by pretending they were going to give them some kind of free information. And then I used to be a really great conversation at the end of it when actually they didn't really want to give free value, but then they did give for value anyway because they felt like they duped people into having the call. The person on the other end, the thing wasn't really expecting to be sold to now feels a bit gross as well.

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Everyone feels really gross. No sale is made and the person on the end of the phone is given, perhaps bid free value they can get away with. And then that was that. What a waste of time and got fed up with this half piece of information that doesn't really give them enough to do anything with. So you know that I used to judge my success by comparing myself to people who used to say that. And it just isn't true.

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You know, just discovery calls. Yes. Can absolutely mean money. But, you know, if someone's getting ridiculous amounts of calls booked in each week, I'm going to be suspicious about how prequalified these people actually are. All they actually have. They actually been pulled through a particular funnel so that they're already, I guess, before they get on the call, all of those kinds of things. So it's about focusing on the right things. And so that we speak a lot about in this podcast is something I call strategic visibility.

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And I want to bring it up today again, because it's easy to feel like your efforts aren't being, you know, aren't being fruitful. They are they're not producing the you want want them to. And so this is a message that I delivered to my clients only only a couple of days ago. And that's enough to do a bit of a check in with where where the problem is, because what do I see happen sometimes as people come to the table with a whole load of problems, like why it's not working, it's not working, I'm not seeing any traction.

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It's not happening for me.

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And, you know, I'd never see any, you know, any areas as to where. Okay, so let's be a bit more solution focused here. Where haven't you looked? Where haven't you checked? What is it that you haven't done? Where have you not unlike what stone is that you haven't turned, it can be very kind of negative problem, focus versus solution focus. Now, that's the first thing we need to start doing, is shifting our mindset to being far more solution focused, because when we can do that, we can start to find where we can improve.

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Because if you're just saying it's not working and I've tried everything and there's nothing else I can do, then great. You may as well just give up your backs off you go, Because there's nothing anyone can do to help that. You know, if something isn't working, there's a reason why and it's time to start defaulting. To ourselves, is that reason, you know, and I've done it myself, I'm not I'm not talking from the ivory tower, as usual.

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I'm talking from experience. It's been easy to it's not working. It's me, you know, and you come up with these ridiculous reasons as to why things aren't working. People don't like me, even the way they talk. Maybe I'm not clear enough. Maybe I'm not sophisticated enough. Maybe it's my personality. And the good news is the real reasons as to why it's not working. I generally feel more practical and the only reason we start going back to ourselves is the reason it's not working is normally because we don't know what to look for, what the practical reasons are or how to sense check a strategy to see where the problems are.

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And that's where our expertise can seriously help. So I'm going to give you guys like a bit of a general guide right now to try and help you check in on your own strategies. Are you doing at the moment, however, the joy of working with a business coach is that they can hone in very specifically on what it is that's going wrong, what it is that you're not doing, what is it you're not seeing very, very quickly. And so that's something you would like some help with in identifying those issues, identifying what it is, not only where the issues are, where the gaps are, but what you can actually do to start doing things differently, to see results, then please do become cool with me.

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There's a link in the show notes which she says cool with Jen Pop in there and let's discuss how we can work together in whatever format you like. Whether that's in my program of Elevate, which is which is full to the brim at the moment, I may only have I know I'm squeezing people in at the moment and it's not a it's not a case of I've got space, it's a space, it's a case for the right person. There could be a space.

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And but there are also other options, guys. So if you wanted to join in a different program or something else than do, let's just jump on a call. Let's see what's going on in your business. And I can help you identify and diagnose what's going on and give you the the best option. But, yeah, there's no point sitting there struggling if you don't need to write. So do make sure you hook up with me and have that discussion if you catch us in time.

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There's also if you if you're listening to it on the day of release, there is also an extra evolve and elevate Strategy Session, which is happening this evening. Guys, it's happening this evening. So you need to get in quick if you want to have to get rescheduled from last week, because my poor dog, Penny, she's got space and she spent the whole night before that was meant to be doing this workshop. She spent the whole night just like whimpering and and just like fidgeting and pacing.

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And it was all a bit crazy after all of the drugs and the operation. Poor thing. She was a big deal, like getting your dog spayed, like she's always gets spayed or neutered. It's like having a full on hysterectomy. So she plus aloha, you know, she's my little fur baby. And I spent most of the night not sleeping, so I couldn't be at my best on that evening. So I had to get rescheduled to tonight.

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So, yeah, but spaces are available if you would like to come on because of the change around that has become available. So again, if you'd like to come, you might want to know what it's about. Right. If you'd like to come over and elevate Strategy Session, it walks you through my proven process to help you get from where you are right now to becoming. And that that could be right at the beginning, or it could be that you were already pretty successful and you want to go to market position wherever you're at.

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It'll show you the steps that you need to take to get yourself to that market leading number one choice in the market. That's irrefutable that there is no one else like you. You're totally unrivalled. And more importantly, you are wanted in the market. You know, if you want to learn that process, a do join. I also go into the back end behind the scenes view of how we actually run a campaign that drew in, in the end just over one point five million pounds within a 14 day window.

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So if you want to see how we're making the seven figure money, if you want to see how we get to market leader position, then you need to be joining that very intimate and very fruitful, juicy, gorgeous session. And again, the link is in the show notes. So do make sure you click on there and put yourself in, like right now, because if you don't, then there's every chance that the spaces are gone or time is run out for you to actually get yourself picked on.

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So to do that right now, Paul says get yourself picked on to either cool with me or to the Strategy Session. The sessions are twenty pounds just to be completely transparent. So just that, you know, that that's that. So anyway, back to it then. Let's stop. Let's stop putting ourselves over the coals. Let's stop blaming our personality and ourselves for the issues. Now, that could be just to go back on. I've just said just then, if you're not taking action and you know it, if you're not showing up with confidence, if you are not doing the things that you know you should be doing, then you can give yourself a bit of a kick up the bum.

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Because at the end of the day, you know, you need to be put in the effort into making it work. I see a lot of people say, oh, nothing's working. And like we said, nothing's working. What are you actually doing that isn't working now? That's a whole other ballgame. There's a whole other problem that, you know, you can't work out what's wrong to a test.

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And if you're not doing anything to test, then how is that going to work out for you? That's an obvious reason that you need to sort that out straight away. And the fact is, is stop.

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I believe how many times I've said it over the last couple of weeks. Please stop trying to get things right. First time it ain't going to happen. You're going to have to fail to fail forward to actually make progress is the only way that you are going to move forward is, you know, if it goes right, bloody great. But it's unlikely. It's if you just go in low, low expectation and know that you're probably going to get it wrong, then anything positive that comes off the back of that, then that's a win.

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That that's how I go into business. Because before I was so scared of, like, being wrong, so scared of getting it wrong, looking like a fool, you know, you've just got to get over all of that. And you can you can put this kind of strategy in place for any area of life, OK, if you're trying to get life right first time, you know, it's not going to happen and you're going to be sorely disappointed and you're going to have a very bad negative mindset around living OK.

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And in any area of life, in anything you apply this to, it works right. Lower expectations. Think about, you know, the fact that whatever doesn't work out this time, you know, not to do again. Will you know that you need to do something differently. OK, so that's the first piece of advice and all of this. But there are two really easy things that you can do to help you discover what it is that you need to do differently.

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So the first thing to check in with. Right, if you don't feel like it's working, you're going you're being visible all the time and it's not happening. There's a few questions that you can ask. And there's not necessarily a particular order to these questions. They're just things to check in with. So have a look and to help you troubleshoot and identify what's going on. The first thing is, is around your audience. OK, so you being visible in front of who?

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So that's the biggest question.

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All my ideal clients actually seeing my stuff or do I have the wrong people in my audience that say that you're showing up in in your Facebook group? OK, and the ideal client that you want to speak to this is this sounds really obvious, but you'd be surprised you might even catch yourself going, oh, my gosh, yes. It's so obvious, but so true. And we're going live in your group when you're talking about what you're talking about or you're posting in your group.

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But actually, the reason why people came into that group in the first place is a very different reason to what you're talking about right now.

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So this kind of goes for any kind of like lead magner case of any lead or any kind of purpose. You give anything. So you say join my group to find out about X, Y and Z. That's why they're going to join it. And then if you suddenly change X, Y and Z to something completely different, they're going to be a bit confused. OK, well, I came in for this and now talking about this, and it's not even just confusion.

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It's also cool. That's fine. But I'm not interested in that topic. I was interested in this topic, which is why I came in here. Now, you might find that some people may, may, may find it interesting and may want to switch over. That is not you know, it's not unheard of. You absolutely will find that there could be other things that these guys might be interested in. But that could be one big reason as to why they're not really paying attention, because then they're not the right kind of ideal client.

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OK, so you might have actually curated this space of not ideal clients for the thing that you now want to to sell. So you have to think about that and make that gauge. It could be that, you know, obviously being in a group, in a place that you've created an audience, it might actually be that you're going out to a following of people. You know, for instance, you want to target this is again another obvious example, but let's say you want to target professional corporate women, right?

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And the most obvious solution to that to get in front of people would probably be beyond LinkedIn. Correct. But no, over on IG, you even Instagram. And that's where you're spending the majority of your time again. Are you being strategic about where you're showing up, all you showing up in front of them? Are you getting to them in the right way? And do these people read social media posts? Depending on who they are? They could be you know, they could be very busy.

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You know, you could have really busy either. Client actually did much prefer you to reach out to them on LinkedIn via a personal message. Not everybody client likes to be treated in the same way. Some people like, you know, depending on who you are, your client is. For instance, in my world, you try and call pitch me on a Facebook message. My God, I've learned not to react, but you'll just get ignored these days.

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Then there might have been a time where I would have tried to do a bit of a reeducation, but I'm just like, no, it's cool. Whatever, like and you can use all these really slimy, small, chatty, like how you look.

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I've never heard from you before in my life. It's lovely that you asking how I am. But you know what's coming next.

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You're going to cold pitch me and it's just it just feels really disingenuous. I'm not saying that people can't Facebook message me in a good way and more inventive way. Perhaps you can be even more authentic way might be better, maybe a bit more transparent about what you're doing. And it might feel better. But you get where I'm coming from. You know, people on Facebook and Facebook messages tend to be a bit more stranger danger people. Nikitin expect people to kind of outreach to them.

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If you're the B2B world, it's very much expected that they're not going to come to you. You're going to have to go to them and position yourself and build a relationship. It's highly unlikely that you're going to build that kind of attraction marketing, at least not until you've built a big name for yourself and you'll get referrals all of the time, so and so forth, and so that you have to appreciate who it is you're speaking to, who is in your audience, how do they like to interact?

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How do they want to speak to you? How do they want to get to know you? And it's finding ways to do that in the right place, to the right people. The other thing is, well, you have to think about is actually have exhausted my current audience is something I see a lot of interesting attraction. I sold my last program, sold out on the last round, but this time I'm not seeing so much traction. Now, the first thing is, is that actually the people that we're going to buy that program are still not ready to buy again, because if you've just recently launched a new launching straight again off the back of it, it could be that it's still not the right time for those people.

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It could be that actually the people that were right and ready have already bought it. And if you haven't filled the audience up with new, fresh people who are of a similar mindset to the ones that bought the first time, then it's likely that they're not good at this. They're still not going to buy. So if even if you're not focused on audience building with your ideal client, then there could be a problem there. And this is this is a big one.

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It's happens all of the time. All of the time. So think about it. Are you actually speaking to the same old same old people time and time again, asking them to take action? And they're still not know because they're not going to they're not ready and they might not even be the right types of people to do that. So you just start thinking about building a new, fresher audience of the same out of the people who are buying.

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OK, now the other thing, you might just be that you've exhausted the audience in terms of numbers and right people. It could actually be that they are actually feeling exhausted. Now, there's a couple of ways that you can exhaust an audience, physically speaking, and that is by selling, setting, selling, selling, selling, selling, selling, selling, selling, selling, selling, selling all of the time. And people start to tune out because you are just constantly doing it.

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Now I'm all up for selling every day. It's something my sales coach, Jessica Lorimer has taught me, something that I try and instill in everyone I coach and into my own businesses, and that is to try and find some way to do that every day. But there's absolutely a way to do it isn't smashing in people's faces all of the time. So if you kind of felt like you smashed your audience in the face with your staff constantly, then they could just feel a bit tired because you've done maybe a huge launch campaign.

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You've been talking about it for the last two months or month or whatever. Sometimes it's time for a bit of a break, a bit of a disrupt, talk about something different to bring new value to the table, to offer them a different way to learn from me rather than just the same, same, same all the time. It could be that they're just exhausted by that consistent, constant, same message that keeps coming their way and the tuning out.

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So that's one way that you could exhaust people and another way that you can actually exhaust people is my espie over nurturing. So I've seen people run things like online retreats or online summits and actually don't work as well. And the reason they don't work as well is for a while. Well, I think there's a few reasons why they don't work as well. And that's a whole thing for another episode, including the fact that you bring in like 10 different experts and then who the hell did I pick to buy from?

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And also, they go on for a long time. Everyone is a bit zoomed out, as they say, particularly at the moment. So but they you know, you take someone through a very intense period and you give them almost so much value that they go away feeling like, wow, OK, I've got all of this stuff to get on with now. And and they're kind of exhausted before we even get to the point where you start saying to them, you've almost given given them too much to think about, too much to do and say that they feel over nurtured and it's just like a God.

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No, like I can't even think about buying from you at the moment because I've still got all this stuff that you've just given me to do that to figure out. And so you have to be bearing in mind about how you're selling, how you're nurturing people. And, you know, it isn't necessarily a case of giving too much value. It's just giving people too much stuff to think about is that when people try and cram in a year's worth of coaching into like a three month program and they wonder why they take upset sound something different, you know, they they've put everything into like this great program on a self study basis.

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And everyone's thought, OK, OK, well, I'm going to be here for a while, OK, I'll come back to you. And I've got through this stuff. If you don't make things easily, bite sized chunks down, easy to implement, focusing on one stage at a time, you will quite likely overwhelm people and they won't eat up. So they went on to buying from you depending on what stage if you've done that on.

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So, yeah, there's a there's a there's a couple of things that on audience that you need to be mindful of and that those are just some of the reasons why your audience might not be buying. They might not be the right audience. They might be they might be exhausted or you might not have any new blood in there to sell to a case that these are the things to think about the audience side of thing. The second thing is look at your messaging.

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So is my message. And visibility is going in front of the right people. But you're not actually seeing any bites. The new message might not be quite right to. So there's a three things on this. And your message that I want to talk to you about in the first is the is the something I talk to you about. The very beginning was actually helping one of the ultimate members raise their open rates on the emails that email open rates have been consistently around the nine percent mark.

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And and, you know, that's that's that's hardly hardly anybody opening that really. And the kind of industry standard sort of hangs around the 20 percent margin depending on what's going on in the world. So if you're not hitting that, then you need to be really looking at these open rates, because as I said before, if no one's opening your emails or, you know, then or they're seeing a headline and it's not sticking with them, it's not compelling them to actually continue to read on or listen or watch what you're doing, then you've lost them at the first hurdle.

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Doesn't matter how great your content is, if they're not opening, listening or watching it, then what the hell was the point of it in the first place? So it's really important to make sure your work is compelling enough. Is it hitting the right spot for your ideal clients? Are you actually paying attention to your headlines? And you know what I might do on the fly? I've got a fantastic blog around creating great headlines, which I will pop into the show notes guys just just just to help you out that I might even create in the podcast episode at some point on headlines.

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But they are so, so important. There are headline creators that kind of check, check, check on your headlines to make sure that they're good enough. But do you know what? I don't I don't pay too much attention to them because I don't see how a robot can really figure out human psychology, things that you need to be focused on most in your headline is building curiosity. How are you dangling that carrot to make them want to find out more?

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OK, now that could be a useful angle. It could be how to do this. OK, well, I really want to find out how to do that, so I'm going to listen in.

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It could be that you leave some of your headline with a blank. Like you'll never you'll never lose weight unless you do this one thing like that's so general, don't use that title to make it more specific than that. But my point is, is you leaving the curiosity. The one thing like is that one thing I really want to is I really want to lose weight. And again, the reason why I'm saying it's far too general is because you want to make sure that these headlines are very nesh, that they are speaking to your particular ideal client because.

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People disengage, like lose weight. Well, no, I've tried losing it before I failed because I'm this people like to have a reason as to why they haven't lost weight. So you might want to put that reason inside of that headline. For instance, you know, for those of you want to lose weight and you can't because of X, this is why you know, and they want to figure out why they want to look at it. They want to find out what that reason is so they can finally overcome it.

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So enticing people really building that curiosity. That's why you want to build refocus on your headlines as much as possible and making them super specific and nature as well.

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So no one is opening a staff. No one's looking at content. There's absolutely no point. Now, obviously, your content is ridiculously important as well. And here is is one of the ways in which you can make sure your content is really hitting the mark and pulling people to take action, and that is building urgency. And you can build urgency in a couple of ways. And, you know, the most obvious ones you might think of is all I've got like two spots left or I've got you've got one more day to sign up or the doors are closing.

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So these are like very timely urgency things. And if you ever have that, if there really is a genuine urgency for the fact that they're in the next months, what's left or that there's not much time left, use them. OK, stop saying it is going to end soon. When? Soon. What does that actually mean? Be specific. And how many spots is limited spots like how many do you actually have. So be specific as you possibly can and then the other.

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There are other ways to build urgency that that's the thing. So you need to make them aware of the consequences of not taking action like that can really build urgency like what is going to happen to them if they don't move, they don't just get away from where they are at the moment. What are they leaving on the table? Are they you know, what could they be getting? You know, what's the picture that you want to paint for them to make them go?

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Wow. Yeah. Actually, if they don't start making changes right now, they're going to be leaving thousands and thousands of pounds on the table. I read a really great piece of content from Daniel Pressie recently, the author of Keepers of Influence.

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And he's putting out some great marketing around the different stages since covid in business.

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And he says we're all kind of like the puzzle and surf wave at the moment. And by that he meant it was it was about resetting and reinventing before. Now it's about paddling and catching, catching that wave. And he said, you know, so many people feel like, you know, they've sprinted through that first stage. But actually it's not a sprint. It's a marathon. And if you give up, if you stop now, you're going to be missing out on the hard work that you've put into it so far.

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If you continue on and you start doing the things he's telling you to do, so and so forth, those companies are going to be doubling and tripling in size.

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If they just keep going through showing you what you're leaving on the table, he's saying if you don't keep going, this is we're going to miss out on. So he's helping to build urgency and he's helping people to continue to take action through that messaging. Very, very clever.

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So you have to build that urgency around. Not taking action will mean what people are going to be leaving on the table. And also, you know, when they do take action, how, you know, make it simple for them, what do they need to do to get to get there? You know, make some make some promises, show them what can be on the other side if they just did X, Y and Z. And that means educating them on the pitfalls of Y.

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So far they've struggled and, you know, to get what they want and how you're feeling that gap with your solution, you know, what is it that you're doing to help them finally achieve what they have? Because people will have doubts. I've invested before. I've tried it myself. I've done all the things. I still can't do it. OK, why can't they do it? And how you educating them on your solution to show them that you are the one that they need to buy from so that can massively build urgency and pull people into that action.

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Taking note, the third thing around your message I want to bring your attention to today is a call to actions. Now, I mentioned this is one of the punch lines of the other podcast episode, the week around making your content convert. Your call to action is so important. Are you giving them a clear next step to buy it? Because I talked about, like bashing them in the face with sales, but a lot of the time people aren't actually asking for the sale.

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It's actually the opposite issue is that actually you're not giving them a clear next step to buy, to sign up, to join your group to do whatever it is that you want them to do, to bring them into the next stage of that buying process. So are you giving those consistent throughout your content? And, you know, you want to be giving consistent Setas at the beginning of your content, in the middle of your content and at the end of your content so that people are getting used to seeing that?

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Okay, this is what I need to do next. People like to be led. People like to know I hate it. When I read a great post on Facebook, I ends. It's like it's it's like it's really rubbish cliffhanger.

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I'm like, oh, great. Oh, yes, I've just had a penny drop moment.

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But now what? You actually push, you give me some value and it's great and I really enjoyed reading that, but actually I'd like to know what I should be doing next to improve on that, to take that forward, to implement what do I need to tell people what they need to do.

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Otherwise, it's going to just leave people hanging and you're missing out on great opportunities. You know, it doesn't always have to be by my thing. It could absolutely be. Why don't you join this so that you can find out more about it? Why don't you download this? That you can find out more about it? It doesn't always have to be the hard sell.

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You can absolutely do something softer, but you absolutely must, must, must. If you really want your business to start making traction and seeing the results, more visibility, you're going to put a call to action in there.

[00:30:32.400]
So those are just some of the things that you can be thinking about. And like I said, if you are somebody who you know, you listen to this and you've got some insight that actually you just really want somebody eyes on your business to show you either how to fix a problem or what where what am I missing here? That's not getting me to where I want to be. Like I'm doing all right right now, but I'm not really hitting the spot where I want it to be.

[00:30:54.180]
If you want my eyes on your business than before, call with me or jump in that Strategy Session this evening, which will help to give you a few more insights as well. And there's also opportunity and that Strategy Session to ask me questions as well. But if you just want a one on one conversation to skip out in the middle man, actually talk to me about potentially working with me and how I might be able to help you achieve your goals, then do just a director's call with me.

[00:31:18.540]
All of those details are in the show notes, and that is me for this week. I hope you had a fantastic midweek and a fantastic rest of the week, and I will see you in the next episode.