- People don't buy what you offer so they can take it to the next level and/or
- They don't implement anything that you taught
Here's what you don't understand: this is your fault. Yep. You are the one causing the problem.
Now, before you get all mad at me and tell me I don't know what I'm talking about, I want to ask you a question:
Could you possibly be giving so much information during your talk or presentation that your audience becomes overwhelmed or overloaded to the point where they don't want anymore from you? Think about it; their days are already filled with all the stuff they need to do. Is piling more on their plate going to make them love you?
Consider this alternative: Give 2-3 ideas, go deep in how you share, teach, and express them. Have each of these ideas be part of a bigger item that you offer.
Here's an example:
- One of my main talks is "Speak Your Way To Success". My "prop" is my free report titled "Top 15 Tips To Speak Your Way To Success". (Notice that the name of the talk is similar but not identical to the free report)
- In the talk, I'll go deeper into 3 of the 15 tips. Why? Because I want them to opt-in for the whole report!
- I introduce each "tip" like this: The first tip I'd like to share with you today is Tip #1 in my Top 15 Tips to Speak Your Way To Success... and then I continue... Share your material from their point of view, not yours. Why is what you are saying important to them? You want them to think, “Wow – this is exactly what I’ve been looking for!” Now I go deeper with stories, examples, etc.
- I roll into the next 2 tips exactly the same way
This works because I giving small pieces that are easy to understand and implement. I stop feeding them more to-dos that make them feel overwhelmed but I add more value and engagement by going deeper into the tips I do talk about.
My audience openly receives the information, knows there is more that they can learn at their pace, and most are willing to sign up to receive it. This is the perfect lead generation model!
Look at your main talk - in an effort to deliver more content, are you actually turning your audience - and prospective customers - away from what you offer?
Try this simple technique. I think you'll enjoy the results and so will your audience.