Have you ever had someone say to you “sure, I’ll keep you in mind” and then nothing comes of it?
If it happens once or twice, then that’s fair enough.
But when it happens again and again and again, you start to lose faith in yourself.
“Is there actually any demand for this?“
“Why don’t people realise that they need me?“
“How do I convince people that they actually have a problem that I can solve?“
In an ideal world, these people would see the problems that they have and would come to you.
They would be searching you out.
You’re an expert in your field – they need the help of an expert – so you’re the one they go to.
The answer is to meet people where they are now.
You’re starting too far along the journey.
It’s known as the Curse of Knowledge.
Because you’re an expert, you know the issues they’re going to run into long before they realise they have them.
You’re screaming at them “you need to fix this now and it will help you so much in the future“. And they’re just not listening, because that future isn’t on their radar.
So you have to educate them.
Lay out the roadmap.
- Show them that you understand where they are now.
- Show them that you know where they want to go.
- Show them that there are pitfalls ahead.
- Describe how to avoid those pitfalls.
Because you need to take them on a journey.
That’s what a funnel is for.
To see an example of a simple sales and marketing funnel – with information on how to implement it, check out the ClientRobot Funnel Blueprint.