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How to Diagnose and Boost Funnel Conversions for More Sales
Episode 3 • 9th September 2025 • Scale Your Vision • Adriane Galea
00:00:00 00:36:14

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When your sales feel… sleepy, where do you poke first? In this episode, we crack open how to tell if you have a speed problem, a standard problem, or a signal problem — and what to tweak so conversions wake up again.  

We'll also dig into why “funnel problems” aren’t always problems at all — sometimes they’re just the market maturing, your buyer awareness shifting, or your traffic source drying up. Think of it like running lab work on your sales process: you’ll discover whether you actually have something broken, or if you just need to adjust your expectations, your lead intent, or the way you’re measuring success.

🌟 Have a specific question you want me to workshop on the show?

I set up this voice-note line so you can send context-rich questions I can answer for everyone’s benefit — and I can’t wait to hear what you’re building!

What’s inside this episode


  • The awareness spectrum and how courting highly solution-aware humans changes your conversions drastically
  • A simple lens for saturated markets: why buyers are taking longer, and what that means for your expectations and your strategy
  • Why your fastest buyers are typically “unicorns,” and how to ethically attract more of them without leaning on manipulative triggers
  • The quiet moneymaker that recovers impulse buys with or without discounting everything
  • When to stop tweaking the sales page and start rebuilding intent upstream (lead source, lead magnet, and messaging)
  • Internal vs. external marketing ecosystems and why many funnels stall after the first follow-up sequence
  • The #1 thing that everything comes back to when attracting the highest quality leads


Connect with Adriane and Visionaries!

Transcripts

Speaker:

What do you do when your sales stop

coming in the way that you want them to?

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Or when you look at your sales and you

go, I know that this could be converting

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better than it is, how can you start

to figure out what the diagnosis is for

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how you can actually make more sales,

either the level of sales that you used

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to be generating, or as your business

has grown, you know, to catch up the

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conversion rate that you used to have.

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So this was a question that

was specifically asked of me.

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It's not a voice question.

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It was something that was written into me

a long time ago and I'm repurposing it.

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But I wanna get into the different things

that you would maybe want to look at

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if you are experiencing this yourself.

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So let's get to it.

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So the question that I received,

I'm just gonna read this verbatim.

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So the question that I received

said, what's your go-to fix when a

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funnel is technically working but not

converting as well as it should be?

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You've got traffic, leads are flowing,

but conversions happen really slowly.

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Or you're converting way

below industry average.

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What's your first move When the data looks

quote unquote fine, but results don't

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match messaging, offer sequence timing.

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So, I mean, my first thing here would be

just to sort of point out like a funnel is

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technically working, but not converting as

well as it should be, means that a funnel

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is technically not working like a funnel.

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So also, I know a lot of people

are completely allergic to

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the word funnel, but a funnel.

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At its core, the only thing a

funnel is, is your sales process.

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It is a visual representation

of your sales process.

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So how do people find you?

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How do they convert to a lead?

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And then how do they

make a purchase from you?

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Is it on a sales page?

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Is it on sales call?

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Is it like, how is, how are

all of these things happening?

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What are all the different

moving pieces along the way?

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Where are they getting emails?

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Where are they?

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What are the starting points?

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What are the exit points?

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What's happening after this?

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You know, all of that stuff.

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That's all a funnel is.

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It does not matter.

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It does not matter.

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It's, it doesn't have to be like one

of those click funnely kind of funnels

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where you are just thinking of like

countdown timers and really gross, spammy

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bro marketing tactics and whatever.

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Like it's not, it's not that

it's just your process, it's

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just your sales process.

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It may or may not be intentional.

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It may or may not be working well,

it may or may not be automated.

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So many things.

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So, but a funnel is a sales

process, the key word being.

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Sales or the operative word being sales.

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So if it is not converting sales,

your funnel is not actually working.

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So come off that point.

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I also want to just for my first

note, say that there is a difference

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between converting slowly and

converting be below industry average.

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'cause that was the question asked.

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You've got traffic, you've got

leads flowing, but conversions are

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happening really slowly or you're

converting way below industry average.

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Those are two really different

things, so slow conversions.

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I also want to add, before I get into

this, this is all the context I have here.

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So you know, like there's, it's

linked in the show notes where

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you can leave me a voice note.

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Where you can ask me a

specific strategic question.

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If you ask a question like this,

I'm gonna, I can find a way to give

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you an answer, but I'm not gonna

be able to give you any type of.

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I think substantive answer because

there's no context offered.

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Like, I mean, my first question

here is, well what are you selling?

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At what price point?

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What is your, what are

your sales mechanisms like?

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Are you selling on a sales call?

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Do you have a sales page?

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Do you, what's your

calendar link look like?

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Like there are so many different

things where I'm like, I don't know.

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What are you doing?

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There are so many different

things to look at here.

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So context is, context is key,

but you know, to do the best

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that I can with what I got.

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So slow conversions are not necessarily

a sign that something is off.

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I think that there is this,

there is this notion that we

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have that, that you know, oh.

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Like, there's so many people that

have messaging around like, I'm

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gonna help you make faster sales.

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Uh, like there's something wrong if

you don't have sales happening at the

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speed of, at the, at the speed of light.

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And that is simply not the case.

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I think that it is also, also, we

are coming off of the golden age

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of a lot of people making sales.

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I think this is exceptionally true if

you are in a knowledge based field.

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So if you're a coach or you're

a course creator, sales.

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Have slowed way down by nature,

and there's nothing wrong with it.

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It's just the nature of the market.

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The market has rapidly sophisticated,

the market has rapidly evolved, or

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maybe I should say devolved because

there're just, there's a lot to it.

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And so sales slowing down or

sales converting more slowly

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may be just a sign of the time.

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It may be.

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Just sort of the nature of your

industry, but it doesn't necessarily

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mean that there's something

wrong or that something is off.

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So.

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The other thing that I would

want to add here on this is

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that people who buy quickly are

people who I call unicorn buyers.

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There are, I have, don't be shocked

here or anything, but I have a framework

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around all the different buyer types.

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I'm not gonna get into that right now.

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I'd be.

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Really happy to speak on that if

it's, it's of interest to someone.

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But there are seven different buyer types.

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I have unique personas and avatars

that I've created around each of these

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seven types of people, and what I would

call your unicorn buyer is someone

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who moves really, really quickly.

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This unicorn buyer for

me is a decisive buyer.

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I think the avatar that I have

for this person is, I think at one

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point I called her decisive Desi.

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Or Decisive Destiny or

something like that.

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I don't remember what her avatar

name is, but she's decisive, and

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that's a unicorn buyer because.

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They are your most rare types of buyers.

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They are really, really,

really highly solution aware.

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What do I mean by solution Aware?

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So, so problem and solution

awareness exists on a spectrum.

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So at the one end of the spectrum, if

you are imagining a line on the, on

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the left side of the line, so at the

very end, the one end of the spectrum,

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you've got people who are problem

unaware all the way on the other side.

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Are people who are most aware.

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It's kind of a silly, silly name for it.

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This is not my framework.

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This is just the way that

problem awareness, like if you

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went into a marketing textbook,

this is what it would say.

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So most aware means that they're like,

here's my credit card sale is made.

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I'm like, I'm, I'm ready.

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And the sale is basically done.

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So along that spectrum, there are,

you've got problem unaware, you've got

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problem aware, then solution unaware.

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Solution aware.

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Um, product unaware.

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Product aware, and then most aware.

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And so your problem, unaware people are

the ones who, uh, you know, like the

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example that I really love to give here

because I think it makes a lot of sense,

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is if you are someone who is selling

products for a person with diabetes.

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A person who has really elevated sugar,

their A1C is elevated blood sugar

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rather, their A1C is elevated, et cetera.

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If that person, if you are selling

to a person who is like, I don't

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have diabetes, they are problem

unaware, you are never going to

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be able to sell them a darn thing.

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Even if you can show them their blood

work and be like, Hey, do you see this?

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Do you see that?

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Do you see your A1C level?

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Do you see this?

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Do you see the other thing

like you are diabetic.

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If they're like, no, I'm not.

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You are never going to sell

them anything because they

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don't think they have a problem.

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So, but then from there, and we're

gonna stick with this analogy for

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just a second, if they are, um, once

they become problem aware is when

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they go, okay, yes, I admit I have,

I, I'm a diabetic, I have diabetes.

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You're right.

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Well, great.

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Now they're problem aware.

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But then we, when we move into

solution awareness, there are a

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lot of different ways to solve the

problem of being diabetic and having

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blood sugar that needs to be managed

in a more intentional way, right?

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So if you're at a doctor's office, there's

a solid chance that they're going to

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say something like, you need medication.

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But there are many people out there who

say, I, I understand that I have diabetes,

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but I do not want some type of chemical

intervention if it can be avoided.

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In any way, shape, or form.

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I would rather look for something

that is more natural, more holistic,

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and you as the listener might be

like, I totally agree with that.

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That's totally aligned with what I think.

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Or you as the listener might

be like, absolutely not.

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That's awful.

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No one should seek a solution like that.

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Like it's medication that

doesn't what whatever.

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Like everyone has a different

feeling on this and that's why

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solution awareness matters.

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You know, as you start to move

on, if, when they're solution

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unaware, it means they understand.

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They recognize that they have the

problem, but they're not sure how

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they want to solve it yet because

there are so many different options.

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But once they're solution aware,

they've decided, I want to solve

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this problem through nutrition.

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I want to solve this problem

through lifestyle changes.

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I want to solve this problem.

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Through, like just give

me the easy way out.

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Like if I can take a shot or just gimme

my insulin pumper, you know what I mean?

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Like everyone's going to have a different

style of, or everyone's going to have

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a different approach to the way in

which they want to solve their problem.

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This is different if you are selling

sleep coaching, this is going to be

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different if you are selling, um, like

wor non-slip work shoes, like someone

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would, would get in a restaurant.

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If someone doesn't work in a restaurant,

they don't realize that they have

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a problem of where, you know, they

don't, they don't understand why

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they would need non-slip shoes if

someone gets hired in a restaurant.

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Their place of employment says

you are required to get non-slip

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shoes, which I don't know if it's

mandated by law in every state.

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I don't know, but it like,

they might be like, I'm fine.

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I have good balance.

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Like I'm pretty coordinated.

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I don't need non-slip shoes.

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I don't need to go buy

another pair of shoes.

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I'm not gonna go buy those non-slip

shoes until they get to the point where

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they realize they get in the back of

the house and they're sliding all over

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the place from the floors are greasy

and they're wet and they take their

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first spill and they're like, okay,

well I guess I do have a problem.

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I do need your non-slip shoes.

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So this is applicable to, it doesn't

matter what you sell, there's always

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going to be some level of problem,

solution awareness, and how do

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they want to solve the problem?

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So, you know, and then going

from there, then product awares.

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Once they understand the way in which

they want the problem solved, then

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they go and look for a product that

actually offers the solution in the

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way that they are, are desiring it, and

then they make a purchase from there.

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Okay, so that was a really long

winded way to get to your unicorn.

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Buyers are really, really, really

solution aware and they are

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actively looking for a product.

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That can take them from product

unaware to pro to product aware.

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They're not thinking about it in those

terms, but that's essentially what

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they're doing, their radar is on.

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For, I know that I'm looking

for that pair of non-slip shoes.

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I know that I'm looking for

this specific, uh, you know, I'm

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looking for something that I can

do that I'm, I'm already a runner.

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Like what can I do that

incorporates cardio?

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And daily, daily movement.

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InCorp, you know, that integrates some

nutritional changes that I'm gonna

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be able to manage my diabetes better.

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Like whatever that thing is their, their

radar is on looking for that thing.

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Those people become your unicorn buyers.

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So if you want faster conversions.

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You need to target higher solution

awareness and mix that in with

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a bunch of activation triggers.

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Like that's, well, you don't have to

mix them in with activation triggers,

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but you can, if you are in an industry

where your solution, where your market

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is really, really saturated and or

really, really highly sophisticated, so.

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A lot of coaches find

themselves in this place.

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A lot of knowledge-based businesses

find themselves in this place.

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And the thing about activation triggers

is that's when you get into like things

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that really start to touch into desire

and you can start to get into more of like

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the agitating the pain points of things.

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But then that's where you can start to

cross into manipulative sales tactics.

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And I don't go there.

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I don't teach those things.

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So you can speed up.

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Buying processes outside of simply

like really targeting very, very,

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very high solution awareness.

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Um, but the, I, without like, that's

its own episode in and of itself,

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so I'm gonna skip that for a second.

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What I would add here is if you are

in e-comm or you are selling low cost

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digital products, I would check to

see if you have an abandoned cart

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sequence to recover sales because.

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That is going to be something if

you're like, well, sales feel slow

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and I'm generating a whole lot

of leads, but like, why am I not

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making sales faster than I am?

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There's a really solid chance that

you are getting people who are

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initiating the checkout process, and

sometimes those people are getting

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moved to your email list depending

on the way you've got that set up.

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Um, sometimes they're not,

it just, it just depends.

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But there's very little, I can't think

of a single checkout software, a cart

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checkout software that doesn't have

the ability to, to trigger some type

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of abandoned cart sequence, even if you

need a third party integration, uh, like

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Zapier to in, in order to complete it.

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So with those low cost products, because

they're more impulse buy type things, and

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you know, e-comm, unless you're selling.

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You know, if you're an artist and

you're selling $5,000 paintings, or

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you're selling, you know, $250 prints

of your, of your work or whatever,

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like it's a higher ticket item If you

are selling things that, you know, if

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you're selling shirts, if you're selling

candles, if you're selling bath soaps

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or things like that, or any type of low

cost digital products, especially if

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you're selling digital products that,

that are like under the 11 to $15 mark.

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I would say like abandoned cart

sequences are if you don't already

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have them, get them immediately and.

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You know, they're like

two or three emails.

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I would recommend three.

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I think more email is always the

better strategy, to be honest,

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where you just remind them, Hey,

you were looking at this thing.

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A lot of people will start to

initiate checkout, expecting there

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to be an abandoned cart sequence

that follows up with them and offers

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them a coupon code, and you may

or may not be on board with that.

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If I were running an e-commerce store,

I wouldn't typically wanna do that.

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I would be more inclined to give

them a coupon code to get their

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email address simply upon entering

the website, like having it trigger

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when they enter the actual website

and or enter the, the product page or

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whatever, or both or all of the above.

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Um, and then offer them like, Hey, if

you give me your email address, I'll

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send you a coupon code, or you can

like, spin the wheel to win a specific

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discount or whatever that would look like.

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But a lot of people know they've been

conditioned to know that when they start

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a, especially in e-comm, if, if they

start to check, check out somewhere.

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The retailer is going to wind up

sending them some type of discount.

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So a lot of times they'll just wait.

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They'll just initiate the

checkout and then wait.

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And if you don't follow up with them,

then they've forgotten about it.

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But even if you're not gonna offer them

a coupon code, they may or not may not

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come, come back if you don't do that.

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If like they were specifically looking

to see if they could get a discount.

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But regardless.

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Follow up with them.

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That's what an abandoned

cart sequence does.

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So you know, you just remind them,

Hey, this is what you were looking for.

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Hey here, here's how you

can go back to checkout.

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And there you go.

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So if you're selling higher ticket,

I think it's important to understand

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sometimes that conversions just

take longer and that is okay.

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It might not be ideal, but people

are, you know, people are gonna be

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ready when they're ready and like

that's just kind of the nature of it.

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People are ready when they're

ready and you can get better at

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speaking at the most ready people.

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But that is a specific

skill in and of itself.

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I would argue that if you are earlier

in business, that is one of the most

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important skills that you can learn once

you are further on in your business.

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I would argue that realistically the

bigger your business gets, the more

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you want to look at starting to capture

lead at a more broad awareness level.

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So you can start to take the, I would

never speak to people who are problem

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unaware, unless you are like way,

way, way, way far in your business

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and you're wanting to grow more of

an audience than necessarily ha like.

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Have the specific intent of always

only ever converting sales, but if you

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start to help people understand more

of their problem and why your specific

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solution is the thing that makes the

most sense, then you have the unique

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ability to capture those people of

once they understand that why your

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solution is the best solution, then.

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You can move them to that sale.

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It's just gonna take longer.

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Some of those people will buy right away.

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It's gonna click really

quickly with them in a way.

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They're gonna go, they're gonna

become solution aware really quickly.

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They're gonna wanna know

what your product is.

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They're gonna be ready to go.

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They've got the credit card, they've

got the means, they've got the

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opportunities there and, and that's just.

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Then they just make the

sale and that's fine.

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But the majority of those people

are gonna sit with it for a while.

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They're gonna contemplate, they're

gonna maybe talk to their friends

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about it, they're gonna maybe want

to explore more of your content.

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It's gonna take them a little bit longer.

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But I find for earlier business owners,

I find more people are spending more

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time in that place speaking directly to

problem awareness, and convincing people

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why their solution is the best solution.

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This is why you want to use Pinterest

in order to generate more leads.

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And I'm like.

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Why are we doing that?

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If you are trying to sell someone on

Pinterest, they should already know that

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they want Pinterest as the solution in

order to generate more traffic and leads.

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If they don't know that, like there

are lots of different ways to generate

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traffic and leads and you might believe

that Pinterest is the best way, but

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other, a lot of people who think that

starting a podcast sounds way more

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fun or way more accessible, or way

more whatever than Pinterest does.

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So why are we trying to convince.

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Them of anything.

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Otherwise, like, I'm not really here to

convince people, but once your business

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is further along, you can start looking at

broader visibility strategies and showing

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people what's possible for them when they

add Pinterest into, you know, their, their

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visibility ecosystem sort of a thing.

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So there's that.

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But then switching into

below industry average.

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:

Now this is a different, this

is a different animal, so.

356

:

Looking at below industry average,

which again, because I have no

357

:

idea what you sell, I don't know

what this looks like, right?

358

:

Like it's really different.

359

:

So below industry average if, if

you are selling low cost digital

360

:

products, so if you've got like

a $7 thing or you've got a.

361

:

$27, even a $7 versus a $27

thing converts quite differently.

362

:

The conversion rate we're gonna be looking

for is gonna be differently if you, it's

363

:

going to be different if you're selling

it to warm traffic versus cold traffic,

364

:

especially if you're selling directly

to ads, like your average conversion

365

:

rate is going to drastically change.

366

:

So there's nothing to go on

here on, like what does industry

367

:

average even mean to you?

368

:

I don't.

369

:

I don't know.

370

:

I don't have anything to go on here.

371

:

So in general, what I can offer

here is you're generally going

372

:

to work back from what you want,

which is ultimately sales, right?

373

:

So you're working your way

backwards from what is the only

374

:

thing you need to make sales.

375

:

It is TLC.

376

:

If you've listened to the other epi, the

first couple episodes of this podcast,

377

:

you'll know that I love to make the joke

about TLC, that it stands for traffic

378

:

leads conversions, that the TLC that you

need is not the waterfall chasing kind.

379

:

Um, and so you know, if you're not

getting the conversions you want.

380

:

You take one step

backwards and go to leads.

381

:

So are you generating enough leads?

382

:

Now that is really subjective, right?

383

:

So if you are a business

that is already generating.

384

:

You know, a hundred grand a month,

the number of leads that you would

385

:

consider adequate is going to be very,

very different from a business that's

386

:

generating 50,000 a month than it

is for a business that's generating

387

:

10,000 a month versus a business

that is generating:

388

:

So you really want to look at, are

you getting the volume of leads needed

389

:

in order to reach your sales targets

based on what industry averages

390

:

like conversions are so often.

391

:

It's just very simple math.

392

:

Like if you tell me I'm selling a product

that is this much money and this is

393

:

the way in which I'm selling it, I'm

selling it, versus I'm selling it with

394

:

a webinar, I'm selling it with a sales

page, I'm selling it with a sales call.

395

:

However you're doing it, I can work out.

396

:

Well, this is the, this is the

average conversion rate based on that.

397

:

So if you wanna be making X amount

of dollars per month, we can just

398

:

work backwards and we go from there.

399

:

And I can tell you, this is

exactly how many leads you need.

400

:

Every month to be generating or

between this and this and that, right?

401

:

Like your, your low, your mid, and

your high target range for how many

402

:

leads you would wanna be generating.

403

:

Then there are all different

other things that come into play.

404

:

If you're generating, let's just

say the mid number, let's say I say,

405

:

well, you need to generate between

50 and a hundred leads per month.

406

:

Your middle number is

like 75 would be ideal.

407

:

That's gonna get you exactly where

you need to be if you convert at

408

:

the exact average rate of conversion

based on industry averages.

409

:

And if you say, well, I'm generating

75 leads and I'm missing my

410

:

sales target by half, that's

when I would start to look at.

411

:

Okay, where's your messaging off?

412

:

How are you communicating with them?

413

:

Where are we, like, how are, how

are we communicating with them?

414

:

What's the frequency at which

we're communicating with them?

415

:

What are your, what are all

of your different visibility

416

:

mechanisms that happen internally?

417

:

So you have internal versus

external, um, marketing ecosystem

418

:

that you have in your business.

419

:

So your external marketing ecosystem

is everything that you think

420

:

about for like general visibility,

your social media channels, your.

421

:

Um, your podcast, your, your

YouTube channels, things like that.

422

:

Your internal marketing ecosystem is where

once someone's on the inside, how do they

423

:

continue to build onto things with you?

424

:

So once they enter your lead, your

lead pool, once they activate as a

425

:

lead, what's happening after that?

426

:

Where are you sending them?

427

:

Because if all it is is like,

Hey, go watch this webinar.

428

:

And or, Hey, here's the coupon, or here's

the thing, and then you never email

429

:

them again, or they watch the webinar.

430

:

You send them maybe, you know, three or

four follow-up emails, and then that's it.

431

:

Then I would like, that's a huge missed

opportunity, especially if you're in

432

:

a really highly sophisticated market.

433

:

It's not enough time.

434

:

You're not honoring enough of the

buyer cycle for the people who maybe

435

:

would've been ready after day 10 or

day 14, and a lot of industries are

436

:

working in this way at this point.

437

:

You know what I mean?

438

:

So it's again, without having more

context around what's actually going

439

:

on, it's hard for me to venture a

guess as to how you can start to.

440

:

Um, sort of triage this, but that's, you

know, what you wanna be thinking about.

441

:

So are, first of all, are you even

getting enough leads in order to generate

442

:

what it is that you're trying to do?

443

:

And if you wanna calculate this, if

you know what it is in your, in your

444

:

industry, if you know that your industry

converts, like let's say you're just

445

:

selling via like a regular sales page, so.

446

:

Selling something that's gonna convert at

one or 2% would be great on a sales page.

447

:

So if you say, I know that I

just need, like, it's gonna be

448

:

an average of 1% conversion and I

wanna make 10 sales per month, then

449

:

just do 10 divided by, uh, 0.0.

450

:

0.01,

451

:

right?

452

:

Like you just work your way.

453

:

You just work your way backwards from it.

454

:

Lemme make sure that actually makes sense.

455

:

I know how to do it on a calculator.

456

:

10 divided by 0.01.

457

:

Yeah.

458

:

That gets you exactly what you need.

459

:

You need a, you need a thousand leads.

460

:

That's what gets you the right number.

461

:

So you just take the number

of sales that you want to get.

462

:

Divide it by the percentage

is decimal points.

463

:

So if it's 30%, it's 0.3.

464

:

If it's 3%, it's 0.03.

465

:

You know what I mean?

466

:

And that gives you the

number you need that many.

467

:

Leads or that much traffic.

468

:

If it's a sales page, you're really not

getting leads, but that much traffic.

469

:

So beyond leads, then you go

a step backwards into traffic.

470

:

Are you even generating enough traffic

to be able to get the leads that you

471

:

need in order to do the next step?

472

:

So if you are not selling direct to sales

page, if you're doing something that has a

473

:

webinar, or if you are doing a challenge,

or if you're taking people to a sales

474

:

call, typically something that's higher

ticket, that's a more of a multi-step

475

:

process, then you really want to be

looking at these things in two different.

476

:

Areas you really wanna be looking

at traffic is a separate equation.

477

:

And so you're starting to look

at, are you even, you just do

478

:

that, that formula in reverse.

479

:

So, okay, well if I know that I

need, well, let's do this a little

480

:

bit differently because you're not

gonna do that with a sales page.

481

:

So let's say you're doing a sales

call and you know that you wanna

482

:

make five, five sales per month.

483

:

And an industry average for sales calls is

typically somewhere probably between, uh.

484

:

30 and 50%.

485

:

If you're converting above 50%

on sales calls, you're doing,

486

:

you're doing pretty well.

487

:

If you're doing below 30% on sales

calls, I would say like it's time to

488

:

start looking for your opportunities.

489

:

If you've been selling for a really

long time and you had a higher sales

490

:

call, close rate, and now it's dropped

to 30% or even 40% like you were

491

:

doing 60 or 70, and now it's only

40 like, but anyway, in general.

492

:

Somewhere between 30 and

50% is pretty average.

493

:

So let's go on the low end of that,

just to be really conservative.

494

:

So if you wanna make five sales

per month, five divided by point.

495

:

Uh, what did I say, 0.3.

496

:

So you would need to get

on sales calls with 16.667

497

:

people per month.

498

:

So let's say 16 or 17 people per month.

499

:

So if you know that you need, let's say,

let's just be conservative and say 17.

500

:

If you need 17 people to book sales calls

per month, well, okay, what's an average

501

:

that you can reverse engineer that number?

502

:

So, 17 sales calls.

503

:

Per month.

504

:

Typically, if people go to your call

booking page or like whatever your lead

505

:

page is, you know this is gonna be really

different depending on what your setup is.

506

:

Let's say you get 10% of people,

you're gonna get an average of 10%

507

:

of people who view that page to

actually go ahead and book a call.

508

:

So you're gonna do 17 divided by point.

509

:

One to get that 10% so you know that

you need 170 people hitting that page.

510

:

That's not 170 people that view

your story, or 170 people who view

511

:

your posts or anything like that,

is you need 170 people on that page.

512

:

And if you take that a step back, if

you know that you're having, you know,

513

:

DM conversations with people and you're

sending them to that page, like it's all

514

:

gonna break, it becomes a numbers game.

515

:

You just learn your numbers.

516

:

So.

517

:

Where are you getting that traffic?

518

:

If you're not making the number of sales

that you want, you start to look at,

519

:

well, where's my, where are my traffic?

520

:

Where are my leads?

521

:

Am I hitting the numbers that I need

to get in order to make a different

522

:

in order, in order to start assessing

where something might be off?

523

:

Right.

524

:

Because if you don't have the volume to

support the conversions that you want,

525

:

you aren't gonna have enough data to

be able to tell where things are funky.

526

:

You know what I mean?

527

:

So beyond that, once you know, if

you know like, oh, I'm getting, I'm

528

:

getting the numbers, I'm getting the

number of, I'm getting the number of

529

:

views, I'm getting the traffic, I'm

getting leads and still nothing like,

530

:

it's not converting the way that I

want, that's when I would go back to.

531

:

Problem awareness and solution awareness.

532

:

So.

533

:

You know, it comes back to are you

generating leads with high buyer intent?

534

:

And that's really what you wanna

start looking at is how can I

535

:

generate higher intent buyers?

536

:

And these are going to be people who

are typically more solution aware.

537

:

This gets rolled up into your messaging

and into your offer, which, so this

538

:

person said, let me go back and look.

539

:

Um, what's the first thing that, what's,

what's your first move when the data

540

:

looks fine, but results don't match?

541

:

Is it messaging as it offers?

542

:

Is it sequence, timing, messaging and

offer are basically the same thing.

543

:

Your offer is messaging based.

544

:

Your offer is not the thing

that you deliver to people.

545

:

So just to make this, um.

546

:

Just to make this as a point, I don't

like assuming that people understand

547

:

what I'm thinking in my head out

loud, so I'm gonna say it out loud.

548

:

I'm not trying to mansplain to

you, but your offer and your

549

:

product are different things.

550

:

Your product is the

thing that you deliver.

551

:

Your offer is the thing that people buy.

552

:

So your product is going to be, you're

selling a coaching program that has,

553

:

um, two calls per month and offers

outside support on Voxer and does this

554

:

and does that, and gives you access to

a resource library, whatever that is.

555

:

That's your, that's your product.

556

:

Your offer is the transformation that

you are highlighting through your

557

:

marketing materials that actually

describes the outcomes and what's in it

558

:

for them and why they would want this.

559

:

And it's very, very messaging based.

560

:

So your messaging and your offer

all get rolled up into buyer intent.

561

:

Uh, and you want to look out.

562

:

So is my lead magnet

attracting a high intent buyer?

563

:

If you are in e-comm,

this is usually coupons.

564

:

Right.

565

:

Like it's very hard to argue with the fact

that if someone enters their email address

566

:

in order to get a 10% off their first,

their first purchase, or 15% off their

567

:

next purchase or whatever, you, it's not

super likely that the vast, vast majority

568

:

of people are going to be doing that and

have zero intention to ever buy anything.

569

:

You are definitely going to have

people who check out and they never,

570

:

and when I say checkout, I don't

mean go through the checkout process.

571

:

I mean like they mentally check out

and then they don't come back and like,

572

:

so not, you're not gonna get a 100%

conversion or even a 50% conversion

573

:

from that or anything remotely like

that, but you know what I mean?

574

:

Like you're going to have a better

sense of those people are wanting

575

:

to make a purchase because why else

would they be thinking about getting

576

:

a coupon to make that purchase?

577

:

Whereas outside of that, so if you

are in done for you services, way

578

:

on the other end of things, don't

do anything informational because

579

:

someone who's looking to DIY, their

own trademark, someone who's looking

580

:

to DIY, their own website, someone

who's looking to DIY, their own copy is

581

:

looking for how to write better copy.

582

:

How to navigate the trademark

process, how to, um, how to

583

:

design your WordPress website.

584

:

Like those are the people who

are looking for those things.

585

:

So if you're only a done for you service

provider and you are offering things like

586

:

that, and you're sort of like scratching

your chin going, Hmm, I wonder why I

587

:

can't get past this level of sales,

it's because you're speaking to someone

588

:

who has a very different buyer intent.

589

:

They're intending to do the thing

themselves, where if you look at,

590

:

you know, how could, how do I wanna,

how do I wanna think about this?

591

:

If you, if you are

offering a service guide.

592

:

If you have a service guide or if

you have something that someone is

593

:

typically like, what foundational

information are you typically getting

594

:

from someone when you start a project?

595

:

So if you're a web designer, what

are the things that you need from

596

:

them before the project can start?

597

:

So you need their brand

identity information.

598

:

You need all their logos, you need

their, you need the copy for the website.

599

:

How many website designers do I know

that would go, yeah, it'd be really nice

600

:

to get, be really nice to get copy, be

really nice to not have to rewrite the

601

:

copy myself once they give it to me.

602

:

And then we talk about scope creep,

and then I tell you how that's not

603

:

your, that's not your job to do that.

604

:

Anyhow, I digress.

605

:

But those things, so it would maybe make

more sense to be like, these are all

606

:

of the things you're going to need in

order to start your web design project.

607

:

Even better.

608

:

These are all the things you're going

to need in order to start working with

609

:

a professional web designer, because the

only person who's gonna choose to download

610

:

that is going to be someone who's looking

to start a design product project, ideally

611

:

with a web designer and get all their

ducks in a row so that they're organized.

612

:

Right.

613

:

Like it's not the be all end all.

614

:

That's not the only way that

you can do a lead magnet.

615

:

But if you're gonna do a lead magnet

as a done-for-you service provider, you

616

:

really want to not be growing an email

list of people who are just trying to

617

:

DIY everything, unless you are trying to

offer DIY products, you know what I mean?

618

:

Or done with you products, if

that's something you wanna do.

619

:

But that's a totally

different business model.

620

:

So just food for thought

and then education based.

621

:

This goes back to where are

your most solution aware people.

622

:

So as an example, let's talk,

let's say a nutritionist.

623

:

So if you were a nutritionist working

with perimenopausal women, it makes a

624

:

lot less sense to offer a lead magnet

that's like, here's your family friendly

625

:

meal plan, because it's so vague.

626

:

Someone who is not in perimenopause

could definitely want that, and not

627

:

everyone who is in perimenopause

would identify with someone who

628

:

needs family friendly meals, right.

629

:

I think that makes sense when you

think about it that way, but it

630

:

does make more sense to offer a lead

magnet that's more along the lines

631

:

of hormone friendly meals to curb

your, what's a perimenopause symptom?

632

:

I don't, I don't actually know.

633

:

Uh, hot flashes.

634

:

Is that too far into menopause?

635

:

I don't, I don't actually know.

636

:

Let's just say hot flash,

like insert symptom here.

637

:

Hormone friendly meals to curb

hot flashes or whatever other

638

:

symptom in 40 plus year old women.

639

:

And then if you want to make the note

of, they're also family friendly, great.

640

:

So that if they do have a fam, if they

do have a family and they're looking for

641

:

quick, simple meals that the entire family

is going to enjoy, then they can know

642

:

that not only are they going to get what

they need, but it's going to be easier

643

:

on them in the long run because their

family will also get what they need and

644

:

they're not having to make a separate meal

for themselves as they are for whatever.

645

:

You know what I mean?

646

:

It's a, it's just a very, very

different intent behind it.

647

:

And that's really the starting point.

648

:

This is, again, it's, this was

really unspecific because I didn't

649

:

have a ton to go on, but hopefully

this gives you some things to think

650

:

about and how can you start to

attract more, more high intent leads?

651

:

How can you start to attract

more solution aware leads?

652

:

And for those of you who are, you

know, already at 20, 50, a hundred,

653

:

$200,000 per month in revenue, then

where can you start to look at like.

654

:

You know, where are places

in your business where your

655

:

conversions have started to drop?

656

:

Like I know someone, this goes

back to the traffic thing.

657

:

I know someone who was doing about

$50,000 a month in one specific

658

:

product, and when she came to

me, she was like, it's crashed.

659

:

Like I went from doing 50 grand a month.

660

:

Just from this one product line, and

now I'm only doing 25,000 a month.

661

:

Like it's a huge difference

in what it's generating.

662

:

And I'm freaked out.

663

:

Is it my messaging?

664

:

Is it like, what's wrong with this?

665

:

And when we really looked at it,

it was one visibility channel.

666

:

Like she had one specific

visibility channel and it just

667

:

like went away and it completely.

668

:

I think it was her YouTube channel.

669

:

We looked at a bunch of different things.

670

:

I think it was something around

YouTube, um, where she was getting so

671

:

much traffic from like these couple of

different YouTube videos and they just,

672

:

like s stopped producing leads for her.

673

:

And so we worked on it, we fixed it.

674

:

I don't know enough about YouTube,

but I was able, we were able to

675

:

pinpoint it and that that lead source

essentially got turned back on and

676

:

it went back to the way that it was.

677

:

And then we were able to look at like,

okay, now how do we grow this from here?

678

:

So.

679

:

You know, again, I would love to

answer more specific questions for you.

680

:

If you want to check out in the show

notes, there is a, uh, there is a

681

:

voice note tool where you can just

hit record directly from your browser.

682

:

It will send me a voice note.

683

:

Give me all the context, give

me all the information that you

684

:

can, that you were willing to.

685

:

If you wanna say like, don't

air this specific thing live.

686

:

I'm not comfortable with

like the world hearing this.

687

:

I'm happy to cut out

pieces, but in general.

688

:

Like send me what you,

send me your questions.

689

:

I would love to break down some

strategy for you on this podcast.

690

:

So I hope that was helpful for you

and I will catch you on the next one.

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