why the mobs aren't buying

Skipping the pleasantries this evening, let’s get to it:

If your offer isn’t selling—
It’s probably not because your messaging is off.
Or your landing page is weak.
Or your website is missing some magic automation.

Most of the time?

It’s because the person reading it isn’t in enough pain.

You see, there are two kinds of offers floating in the digital jungle:

1. The “Someday, Maybe” Offer

This one sounds smart.
It’s clean. Polished. Professional.

It targets everyone.
It speaks to improvement.
It sells the idea of possibility.

You’ll hear language like:

Okay. Sounds nice.

But here’s the problem:

Nobody wakes up at 2 a.m. thinking, “I need to scale more efficiently.”

This type of offer is a solution looking for a problem.
And when you aim it at “anyone,” it lands with no one.

Sure, you get comments and likes.
Maybe a call.
Then silence.

Because the reader is only slightly uncomfortable.
They’re not in ‘hair on fire’ panic and pain.
You probably would love clients to hire you proactively instead of reactively.

In this business, emergency room ‘ life and business surgeries’ is the norm… unfortunately.

2. The “Kitchen’s Flooding And They Can’t Find The Shut Off Valve” Offer

This one’s different.
It’s aimed at someone with a problem that is flooding their business by the gallons.

Several of their top producers just quit.
Their once full pipeline has completely dried up.
Their out of control client churn is destroying their profits, people, and pride.

And then they see your message:

It’s not vague.
It’s not polite.
It’s not “nice to have.”

It’s essential.
And they know it.

The simple secret to never forget in this business is this:

Your people don’t buy solutions, steps, methods, or sessions.
They buy relief from pain they already feel.

And the faster, clearer, more successfully you can provide that relief…
the more referrals can come your ways, almost effortlessly.

The more you try to “help everyone,” the harder it gets to sell anyone.

It’s why I encourage my clients to build relationships with the C-suite.

The people who can give the green light to get started in a quick text message on Saturday afternoon. Not the Director who needs to “talk to leadership” at their next monthly meeting (which is another 26 days away).

So here’s what to do this week:

• Ditch the generalities.

• Get closer to the pain.

• And sell to the people who already know they need you.

Thursday, I’ll continue this thought by showing you why your ‘pain relief method’ doesn’t matter as much as you think it does. And how consultants accidentally lead with the last thing premium clients care about.

You’ll want to hear this.
Because it’s the mistake that makes even great offers invisible.

Talk soon.
—Sonia

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