 All right, so what if you have an audience, but they're not buying? This is for all of you who are experiencing that and I've been work I've worked with over 10 years of marketing coaching Many clients who kind of came to me with that problem like hey, I've got a couple hundred email subscribers I've got a few thousand email subscribers But my products or my services aren't selling well enough to sustain You know a business, you know let alone thrive. So what is going on? Why aren't they buying? Let's talk about this. So if you ask You know, you kind of start doing some marketing reading about you know, how to grow your business, etc Sometimes you'll come across this thing called the rule of seven the rule of seven says that if your Audience isn't hasn't seen the prop the advertisement for the product or service at least seven times Then they haven't really made a decision whether or not to buy. So is that true the rule of seven? Well over the past couple years When I have had very consistent rhythm of offerings meaning every month, you know, I'm selling a new online course I have not found the rule of seven to be true In fact, most of you who buy my courses The first time you see it you buy it or the second or third time you see it you buy it Most of the students are like that not everybody some people do need to see it seven times But most of the people I've noticed just need one to three times Within within a month within a one month time frame To decide whether or not to buy it if they've seen it three times and they still haven't bought then They're probably not going to buy it at this time. Okay, or for the next while and if you keep showing that add to them Or a different ad, but it's the same product then what happens is they get they get what's called add fatigue It's a real thing if you look it up add fatigue is when somebody gets tired of Seeing an advertisement for a product or service and what happens with at the T because that They also get tired of that brand that keeps Trying to advertise the thing to them. So you don't want your audience have add fatigue for whatever you're selling. So like I said, my recommendation is to Make sure and this is something that some of you really need to do a Lot of you who are here don't want to appear salesy to your audience. You don't want to appear pushy You know to your audience and that's a great thing that you don't want that But at the same time if they're they haven't seen if what if what is it? You're trying to sell right now What service are you trying to sell or what product you're trying to sell? Let's say this month if you could sell something this month. What would that something be or to sell more of something? What would that be? Okay, has your audience seen that advertisement for that product or service at least one time this month on Average everybody in your audience has seen it at least once if not how about two or three times if not then That's probably a good reason why they're not buying is you're not even getting the right reach So that's the first principle. I want to share with you. I have three principles today reach match and trust the reach is like Again, like I said ask yourself. What am I trying to what would I like to sell more of this month? If I could pick one thing what would I like to sell more of this month? Okay, great That now has my audience on average seen it at least once if not two to three times and beyond three times in this month That's that's enough and then the next month I shouldn't try to sell the same thing again because they've already saw it last month So next month if I'm gonna sell something I should sell something different or if I only have one thing Then the next month if I'm gonna sell it then I should sell it in a very different way Like tell a very different story about it approach it from a very different way Because I don't want to add fatigue. This is why I sell something different every month. Have you noticed I? only sell the same course at most once a year and Usually after I sell it two years in a row sometimes three years in a row if it's very popular I'll then I won't sell that course again for another two to three years So I prevent add fatigue for you so every time every month you can expect something new for me But it's not like I'm gonna create new courses forever I guess recycle them just every two to three years I recycle them so alright Reach are you? So it's how do you reach people right email newsletter that everybody know hey You know you haven't heard about this in a while. I want to let you know that I offer this and I'm really you know I'm passionate about this. I really This really helps the people that that use it. I mean these are the right kinds of people that should Inquire about this blah blah blah, okay, so email newsletter and Your social media audience what whether you use Facebook or YouTube or LinkedIn or medium or or Twitter, whatever Have they seen it enough times and with Facebook and Instagram nice things that you could use ads paid ads to Easily reach your warm audience at least one two or three times about that thing in a given month Okay, so that's the first principle. Why why is your audience buying because you haven't reached Most of them about this thing at least one two or three times in a month. Okay, that's reach second one If it's still not working, you're reaching them, but they're not buying. Okay, then the second reason is match match meaning It's not a good match for them right now Your product isn't solving a problem that they want solved right now that really is the strongest indicator You know people say well, I don't my product doesn't solve problems. It just gives people a good experience. It helps you reach a certain goal Solving problems, especially a problem that is painful and urgent for them That creates the most the best match. Okay. I mean think about it. Don't you want to ease human suffering? Right, wouldn't it be great to have less human suffering in the world? That's what we all want less human suffering in the world at the baseline now Once we get once we help relieve human suffering then we can talk about, you know, self-transcendence, right? You know, so let's just try to ease human suffering first Okay, you create or offer a product of service that eases human suffering. Okay, so that that's that's the best match It's that's people are more likely to buy it if it eases their Current urgent pain human suffering. Okay now if you really, you know The thing is what you might say well, George, you don't your your courses don't really ease human suffering It's more like people are learning new skills or trying to thrive rather than trying to survive I know some of some of the people here do take my courses to try to survive But some of you take it to try to thrive. So George, how do you make it work, right? You don't well That's the third principle we'll get to which is once you get once you have enough trust and enough reach You can you can then sell things that help people transcend Self self self trans self actualization and transcendence is much easier when you have the right trust and reach But before then The best match is to ease their ease their suffering. So what that means is you need to get to know your audience well enough Through surveys or through conversations to find out where They are suffering that you feel compassionate towards that you feel qualified to help ease and Can you shape or frame or? Somehow market your product service is helping to ease that suffering because you believe it does and you can see that It works for the people who've tried it. So Match is really really important And then finally the third principle is trust. Okay trust is such a big one because I've seen so many clients over the years who have You know a decent sized audience like I said at least a thousand email subscribers or whatever and they are emailing their Subscribers about their product, but they're but their audience isn't buying. Why why isn't their audience buying? Like I said, it could be a match problem. They have enough reach could be a match problem But even sometimes they serve the audience and the audience is yes, that's interesting to me But then yet they don't buy. Why is that? because of trust issues, okay, and There are two times types of credibility that we need to build To to have enough trust for the audience to buy one is topical Credibility what this means is that does the audience trust you enough to have expertise? About that topic that you're trying to sell a product or service in So if you are selling this thing, but then they don't they haven't seen you talk about that topic that in other words Content creation. I've talked about this all the time and I made my videos, right? that's my favorite way of earning your trust about what I do I Sell, you know product and services, you know that are in the ballpark of what I talk about in my content But my content when I when I create and distribute content to you It's not always trying to sell you on things. It's usually not trying to sell you I mean if you watch my videos most of my videos aren't trying to sell you on a course But they're just trying to share what I genuinely find to be helpful on On a particular topic that I my clients have found helpful or that I have found helpful and that that you might find helpful as well So it's a generous Way, it's a genuine way of trying to help and and also a genuine way of trying to express what I think is important for The world to understand so so therefore when I sell Sell courses or product or services related in the ballpark of what I talk about people go Oh, yeah, George knows about that kind of stuff because I have found his content helpful on that So therefore I trust that he knows about that So that's the first type of credibility topical credibility second type is General credibility now. What does this mean? I again? I see a lot of my clients You know first they come to me and they they learn my ways they realize oh, I need to build more general credibility What is this general credibility is basically like do they trust you as a person? Yeah, do they trust you as a business and as a person like do they feel like you're always trying to sell to them? Do they feel like you're always trying to make them do things or do they feel like you really genuinely? Genuinely want to help without attachment. This is where I think a lot of you Can continue to to grow in like how can I show my audience? I want to help them without attachment, even if they never buy. I know it's a hard one That's a hard one to sit with even if they never buy So you have to believe that if you don't believe that it doesn't it doesn't work But even if you never buy from me, I'm still gonna be making videos for you You see it's true Even if you never buy from me, I'm still gonna be writing articles to try to help you That's it. Even if you never buy from me now Because I genuinely believe that I went through a kind of a spiritual transformation Years ago that kind of totally revamped my business and that spiritual transformation Gave me a very deep sense of security Even though my finances were not secure that spirit gave me a deep sense of security So that I could actually serve without attachment and say even if you never buy I'm still gonna do this because I believe in it. I believe in this. I believe in this content. So So I know it's so really I Essentially, I think the first the most important task all of us need is to dive into our spiritual path Whatever our spiritual path is if we dive into it if we really work with it. We find this profound sense of security and ease This purpose this deep Sort of always There undercurrent of it's all going to be okay It's from spiritual your spiritual path has that just well as mine And if we dive into it and we and we feel that deep sense of it's gonna be okay Not just gonna be okay It is all somehow miraculously perfect right now. I and sometimes I can't explain it especially in 2020 But somehow there is a greater plan that is so beautiful That if I that sometimes I catch glimpses of it and I go I'm just blown away and for me I read near-death experiences, you know on my web favorite websites near-death.com near-death.com And go to go there click on exceptional NDE's and read some of those things and you'll get glimpses glimpses of the greater reality that oh my god It's so perfect. You can't even imagine it is beyond it is beyond beautiful and beyond loving. It's beyond The best thing that you could have ever imagined so if that deep ease and security is there Then you can create content with generosity and without attachment then your audience will feel it your audience will feel it and You will earn their trust naturally. It's not we don't have to try to build trust I always find it's interesting people to build trust. I'm like if someone is trying to build trust with me It's suspicious, right? It sounds weird. It sounds manipulative, but we don't build trust We we simply find our deep security. We serve generously without attachment and we naturally earn trust It's not something we try to turn their trust. It just naturally happens because why because we're trustworthy Because we're trustworthy. So so there you go three principles. I hope this is helpful Reach match and trust see what you need to work on in your business And I I promise well, I I promise that if you do work with these three principles You will see improvement in your marketing and if you have any questions I'm always happy to to see your questions or comments below So go ahead and do that now while I check out if there are any comments from those who are live here on the Facebook live and Let's take a look at the page here. Thanks for your patience while I Figure this out and that's giving you a chance to comment below if you wish to share what your Reactions to this video is or your your questions or your thoughts See, thanks for those who are joining me today, Johannes Anna and Yeah, I look forward to any comments or questions you have and I'm George Cal for those of you who don't know who I am I love talking about how do we build a business truly from the heart? That is aligned with our higher values and that we can deeply enjoy. So I Will see you in another video. Take care