Episode 3

full
Published on:

9th Sep 2025

How to Diagnose and Boost Funnel Conversions for More Sales

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!

Transcript
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.

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Looking at below industry average,

which again, because I have no

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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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About the Podcast

Scale Your Vision
Scale Your Vision is dedicated to women founders, entrepreneurs, and business owners who have a big vision and want to scale it in a way that is operationally sound with human-first leadership, first class customer experience, and robust profit margins.

About your host

Profile picture for Adriane Galea

Adriane Galea

Adriane Galea is a nonprofit founder turned business and scaling strategist, creative entrepreneur, speaker, and multi podcast host. She launched her first business at age 12, transforming it from a spare bedroom in her grandparents' house into an internationally recognized performing arts school and professional theatre company with multiple locations and hundreds of students. During the pandemic, Adriane began helping other business owners scale their operations, specializing in messaging, funnels, and operational strategy for 6- to 8-figure service businesses. In 2024, she founded Visionaries, an education, events, and media company on a mission to help passionate, purpose-driven founders and entrepreneurs scale their vision while working smarter, playing always, resting often, dreaming bigger, and making bank.