Niche-hopping or adding new offers is a band-aid solution that is cheating yourself out of growth. What problem are you avoiding or not tackling by doing this?
When you start out there is the fun part, the creative part, and maybe you even enjoy the instituting, connecting, and getting sales.
But eventually you will hit a ceiling/wall and it gets harder. What happens then?
Do you switch audiences or niches again? Do you just add another offer and sell to the same people? See in a way this will trick you into thinking that you are growing … when really you are not.
In this episode, let’s talk about the 3 pillars to your business and where you might actually have an underlying issue causing this “offer hopping”.
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You’re listening to marketing chaos, episode number 117.
Hey there. Welcome to the podcast side note. How good is chocolate? I mean, really <laugh> if you have given up sugar or chocolate for any period of time and then had a bite and had like a mouth spasm, you know what I’m talking about? I <laugh>, if you’ve been listening, you may have heard me talk about starting the whole 30. And I think I’m on like 45 or 50 now. Like I past the 30, it was great. Uh, so good. Like I’m mainly continuing it and testing different foods. So <laugh> basically the way when you’re done with the 30 then 30 days of cutting out a bunch of stuff and eating like whole foods, delicious meals. Like my husband is like, can you do whole 365? I’m like, yeah, you don’t have to cook a, all this stuff. I’m sure you would want me to, it’s a lot of work, but it is really delicious.
Anyway, <laugh> when you come to the end of the 30 days, what happens is you test different food, uh, potentially, you know, uh, inflammatory, uh, allergen, rid foods, like all the yummy stuff. Right? So, so I got to the, um, day that we could do dairy and I’m like, oh, gimme, gimme some chocolate. No, it was gluten. It was the gluten day, which I guess was we had already tested dairy. So I, anyway, basically the point is I got to eat a brownie. Okay. I should have led with that. I got to eat a brown.
I like guys, I literally hid it from my whole family. Cause I knew my kids or my husband was going to want a bite. And I was like, uh, I spent my 45 days <laugh> this is mine. So I like cut it in. Well, I hit it first and I took half of it. You into the bedroom. This is like, this is like the real covert deal, like into the bed bedroom when everyone else was busy. And I’m like, like Mo like literally moaning by myself in the bedroom, doing nothing other than eating, uh, chocolate brownie. But anyway, how good is.
And then I think my husband who’s like, he seriously, I don’t know. I go to bed and sometimes he just like eats all the kids, you know, snacks and stuff. So I have to really hide my chocolate from him. But anyway, he must have seen it in there cuz he knew that it was like, it was a good size brownie, but it wasn’t, I don’t thing. It was like, I mean, it was a normal size brownie, especially when you haven’t had here, do you see how I have to justify? Anyway, he was like, where did that go the next day? And I’m like, what do you mean? Where did it go? It’s in my belly. Like it was, did you not hear me? He’s like, did you eat the whole thing? I’m like, well, don’t say that. Like I ate a whole tray of, you know, a whole cake.
It was like a brownie. But anyway, yes I did. I did. I ate it. And actually I have to be honest, like the first half was really enough, but then I just ate the second half actually the first part of the second half was also really good. And then I was like, you know, you get that like sugar headache or that kind of like your body’s like, okay, that’s good. And I’m like, no, <laugh> I don’t know. I just was like, I’m eating it all because I can anyway, chocolate. It is good. Uh, today we are gonna be talking about not chocolate, although maybe this will be applicable because we all, you know, have a lot of health and wellness people out there. And maybe some of your helping people deal with, you know, sugar addiction, which I do not have. I promise, I swear.
It was just what brownie, if I have it, I don’t care. It was so good. I went back to eating, you know, sugar free the next day. But anyway, we are talking about why adding another offer is cheating yourself when you’re cheating yourself out of growth. I am super excited to talk about this because I see it as like this. I <affirmative> like, it’s like, um, okay, here’s an example when it comes to relationships. So have you ever dated someone and you knew the relationship was just done or it wasn’t gonna work out, but you had a really great date. Maybe you went out to a really nice restaurant had, or maybe it was an, an X that you kind of tried to rekindle. It’s like you knew it was over sort of, but you had this great experience and you thought, Ooh, maybe it’s not over, like maybe it’s still working or maybe it’s going to work out because you had this really great, like one night, but it didn’t actually mean that the relationship was working or that there weren’t underlying issues that needed dealing with you just had a great date, right?
So this is how it is in your business. When you just do things like add another offer to the mix. And I see it so much. And it’s like a way of tricking yourself that you’re growing when you’re actually not growing. That’s why I say the thing about the relationship. It’s like you trick yourself that the relationship is not over, even though you kind of know that it is over or that you really need to do something more like fundamental to change it. Not just like have some good food or some good, you know, or roll in the hay kind of thing. Like that’s gonna feel good in the moment, but it’s not really doing anything to change it. So sometimes people do this by niche hopping or audience hopping, like, meaning they’re gonna go from one. They’re like, oh, this isn’t working with this group of people that I’ve currently got.
So I’m gonna try this other group cuz it’ll be totally different. You know? Um, a lot of my wellness experts is like they maybe they’re dealing with like an older population with pain and then they have kids and they’re like, I wanna deal with new moms, totally different audience. Like what I wanna do with them is gonna be so different. Like they’re gonna respond different. They’re gonna, you know, by myself, blah, blah, blah. And sometimes it’s true. But sometimes what they’re doing is just like their, their audience hopping to try and, you know, rekindle that bad, <laugh> that bad relationship. Uh, and it’s not actually addressing the core fundamental issue shoes that are already, that were in the business that were already there that are still there with the new audience. Um, same thing with offers. It’s like they will sell one course or a workshop or a class or something to their audience.
And then it kind of caps out like their, you know, numbers aren’t that great. Like the, it only got to a certain number of sales or a certain number of, of um, participants in their class or whatever. And they’re like, I know I’ll just do a different class. So then they change the topic of the class or the offer changes. Like they’re like, okay, that didn’t work, but I’m gonna try this other offer instead. Now again, sometimes it can work, but sometimes it’s just a bandaid and what it’s actually doing, because I see this like so much people will try a different offer. They don’t do anything to address the underlying issues. And then it sells to some extent, but then they hit that same ceiling and then they’re like, oh, I gotta create another offer again. And then they same thing. So what happens is <laugh>, there’s actually bigger issues that you need to have a look at.
And if you don’t have a look at them, they’re always going to come up when you get to that point, like it’s just, it’s, it’s not actually possible for you to go past that point and you’re actually tricking yourself or cheating yourself out of the true growth that’s possible by just adding another offer. And I used to do this all the time until I learned that that <laugh>, it’s actually symptomatic when you hit that ceiling, that there’s other things that you need to address. So what happens when you’re starting out is like, there’s this fun part. You’re like ideas. If you’re, if like me and you’re just a creative person, you’re like the creation is the fun. You’re like, Ooh idea generation who like, it’s just all fun and you know, uh, you like to brainstorm and take notes and plan things out and have, you know, maybe you make some graphics or you focus on your logos, like all fun stuff.
And then maybe even have some <affirmative> enjoyment. Some, some people do, which I do like instituting some of the stuff like getting some of the steps taken to get that offer out there, get people, you know, to your thing, like selling it. Maybe that’s also fun for you. Maybe you’ve got a team that’s supporting you on that. So you get to, you know, that part, but somewhere along this, and maybe it’s already, maybe you’ve already hit that wall before you get to the part where you’re selling it, which I, I see that too. But at some point it’s gonna get harder. Okay. So there is gonna be a point where it gets harder and it’s not just all fun and easy. And then what happens. And that’s what I want you to have a look at when that happens. Do you actually like, go and look at what’s causing that wall or ceiling or thing blockade like that, that obstruction <affirmative> um, do you look at what that really is?
Do you troubleshoot that? Do you really com can you confidently say like, I know what this is and go through it or do you just go around it? Do you go, oh, I’ll just go in this other direction because what happens is more often than not people just go in another direction and then totally different offer. Totally different audience, totally different circumstances. Like they were so different. You would never even notice it. The same person, its like totally different day. And you’re like do do fun part again. We get, do all the fun stuff. You P B B and you’re selling it. And then you’re like, boom, there’s that wall again? What, and it’s just gonna keep happening like, and what is actually happening. It could be many different things causing that. It could be a mindset like it could be literally you stopping yourself, uh, or it could be symptomatic of a, of an underlying issue in your business that you haven’t actually handled.
And like the point of this podcast isn’t to diagnose and solve all of those because there’s a lot of things that could be the point of this podcast is to get you to look at where you’re cheating or tricking yourself by putting bandaid solutions on rather than actually going deep and, and solving the core problem. Because much like the whining and dining of the bad partner, it’s gonna just keep coming back in different shapes and forms and clothing and hairstyles, but it will come back and if you really wanna succeed and you’re in this for the long term, and this is a long game for you, which it, I hope is because this is a long game. This is like, let’s get real. It’s not, you may have some like overnight success, but then it is like, you do have the day after you, we do have, you know, lives to live.
And these, there should be assets that we’re growing our online business, you know, our, our memberships and coaching programs and all that stuff is like this a it’s a lot of work, so let’s be in it for the long game. Right. So I wanna talk to you about, uh, some things to have a look at when this occurs, other than just like niche hopping or offer hopping or audience hopping, which are band-aid solutions. Okay. Because those trick you into thinking that you’re growing when really you’re not, and we don’t need to ourselves, we need to actually be real with ourselves. Even if no one else, even if you’re not real with anyone else, like really get real with yourself and have a look at like, maybe it wasn’t even in your awareness. Now it is in your awareness that like going around the issue doesn’t actually address the issue.
It will just keep coming up. So now it’s in your awareness. You’re like, oh, I remember, uh, gosh, it’s been many years now. Cause I’m, I’m trying to remember where I was in the world. It was before I had kids. So that’s how I always remember. Okay. The kids were almost seven, so it was more than seven years ago. At least I remember. And I was doing coaching and I was traveling around the world and doing classes and different things. And I was, you know, I had some, uh, other clients, I, you know, worked like websites and stuff. On this side, I had random like a lot of stuff I was doing. And <laugh>, you know, I had an email list. Like I don’t remember how many you were on at the same, at the time, but in any case, <affirmative> I needed money cuz I was like, you know, young and free and single and living like a gypsy.
And I was just like, I wanna go travel. I need some money. And I thought, I know I’ll just do a private session sale. And uh, this was a great idea. It was probably like 10, 11 o’clock in night. I’m like about to get in bed. And I was like, Ooh, my light bulb goes off above my head. I know this’ll be easy. I’ll just send, get my laptop out. Dear friends, I’m putting my, you know, private session coaching on sale. You can buy them here. Payment link, insert, send, oh goodnight, lay down. You know, this is my reenactment go to sleep fully like trusting that had solved my need for money. I was gonna wake up and thousand. I gonna have to like turn off the, you know, payment thing because I would just be like, oh my gosh, I have so many like, how am I going to fulfill on all of these sessions?
Yeah. I woke up, opened the laptop, hit refresh what happened? Nothing or I what <laugh> and literally like, no one took me up on this day. Like not one person. And I was so shocked. I’m like, what is going on? This is like bizarre. Um, but I had like in my naivete and my dumbness in the moment, like I hadn’t been growing my list. I hadn’t been nurturing my list. I just assumed I put something on sale. It’s gonna get like people would just buy it. No. So I’ve been there and it sucks. You know, when you aren’t actually attending to like the, the boring work of running the business, that actually makes it work. Uh, and that’s why I do teach you the boring work because you don’t wanna be young and dumb like me where you just go, oh yeah. <laugh> I got this good night.
Wake up to like count all my money. Uh, crap. There’s no money to be counting. Yeah. Symptom of a deeper issue. Right. All right. So let’s talk about the three pillars in your business and where you might actually have an underlying issue that’s causing this like need to put bandaids and, and hop around and do things with your offers and your audiences that are, that are only temporary fixes. So number one, so three pillars, uh, audience leads and sales. Now, in my example of, uh, of sending out a email of my sale to my list, that was probably a audience and a lead problem. So what’s the difference? Well, audience is your following your email list, your social following your, well, I shouldn’t say email list, cuz that will be more a lead. Your, um, people that are listening to your podcast, your video, your YouTube show, your watching your Facebook lives.
Uh, maybe they are kind of aware of you, but they haven’t gotten onto your list. They haven’t bought anything from you. They’re just audience. Right? So this is like where brand visibility comes in. This is where you are doing whatever you’re doing out in the world. Whether that’s connecting with other people, uh, other brands like posting on social, doing ads, like whatever that is at that top level, I was doing none of that. I was doing none of that. <laugh> okay. So audience, that was one part of my problem. I didn’t have any of that going. I think I posted on Facebook, but it was not anything strategic. It was just like, this is what I’m eating. Yeah. Yeah. Um, and then leads is obviously like people that are interested in what you have to sell and maybe they haven’t bought yet, but they are displaying their interest.
They’re demonstrating their interest by maybe doing a strategy call with you or downloading a lead magnet or um, coming on a free intro class or um, whatever, however, their, you know, leads. So their, uh, emails, phone numbers, they’re interested in what it is you have to offer. Right. And then there’s sales. Okay. So what I did when I went, you know, put out my brilliant private session sale was I skipped straight to three and nobody bought and I’m like, why didn’t anyone by now? I did have leads. Uh, I did have an email list, but what was I doing with my email list? You know, was it a good, so there’s two things. Was it a good, a quality list for this offer? Were they like people that had, that were interested in working with me so that when I put out a private session sale, if I did that today, goodness, um, I would have a different response because I don’t offer one-on-one sessions.
Like, and when I do, it’s like in a very particular are way in for, and usually part of a much bigger program. But at the time when I put that offer out, it was like, I, it, it wasn’t, um, there was no scarcity. Like people could just always buy a session with me and I hadn’t really cultivated like the audience for it or the need for it. So it wasn’t like there was just a lot of things wrong basically. But so the leads, it might have been quantity, but even that can also need to grow. So you should always be increasing the numbers of your list of your following and the quality needs to be a, a good match. It should be congruent with what it is you have to offer at at one point too, I went from sort of more, uh, personal development angle to business and marketing angle.
And it’s I had to start my email list completely over because the leads were not like a good match for the new you offer. And I knew that if I kept emailing my, you know, personal development people about business and marketing, they’re just gonna unsubscribe anyway and be like, why are you sending me this stuff? And that happens. Like we have another client who decided to niche down. Like she started her list really broad. And then she kind of wanted to focus a on one area of, um, like confidence coaching. And she had all these people like emailing her. Why, why are you all you sending out is stuff about this? Like I’m not interested in that. It’s just like, that’s what happens when there’s the quality isn’t there because your you’ve changed, what you’re offering or you haven’t been nurturing or they just were a bad match on the, in the first place.
Like how did they end up on your list? Like, it, it just kind of was a bad fit. They’re not opening your emails. You know? Like whatever, the reason, like they’re just not a good quality person for generating sales for you. Right? So there’s quantity and quality and then you have sales. So if you’re generating an audience and you’re generating good quality leads, you should be making sales. And that’s the, that’s the whole idea here. Um, but what happens is when you do the band-aid solution back to how we’re cheating ourself out out of growth is we have some audience, we have some leads, we make some sales and then we hit that wall and rather than look at, okay, what am I doing to grow my audience? What am I doing to grow my brand visibility? What am I doing to, uh, to reach different people and more people in different ways and connect with other audiences that haven’t heard of me yet.
You know, do you have a content creation strategy? Do you have an ads strategy? Do you have a social media strategy? What is your strategy? Do you have a, any strategy? You know, a lot of people are just like, I don’t have a strategy. I I’m just trying to boas every day. It’s like, okay. So that may be your issue. And that, that can very well be your issue. Uh, secondly, it’s like, maybe you’ve got that down, but you’re not generating leads. So it’s like they are listening or watching you, but they’re not even coming onto your email list. They’re not really, they’re not taking that, uh, extra action. They’re just look lose, you know, that it’s very easy to like a video or watch a video, but to subscribe to something takes an extra effort. It’s not money, but it does take a little extra steps and extra time and stuff.
And it will be a, a, a larger indicator that they’re interested in what you have to offer. So you need to make sure that those, that, that audience, those followers are turning into leads and into, you know, uh, CU like potential customers. And then when you make sales to them, are they buying? So those are the three pillars. And what, how does when you get to that wall is you gotta check all the pillars. You know, they, they, you got to a certain point, um, and then you hit a wall and then you’re like, I know I’ll just offer them something different or I know I’ll just go find different people. Well, but let’s look at what was really going on there. Maybe you had an issue that created that wall that you need to look at, because if you just offer hop, it’s gonna come up again.
And I see this time after time, people get to whatever that level is for them. And they kind of, I wanna say they, they aren’t either willing, or they don’t know how to look at. Like, maybe you’re, you’ve tapped your audience. You know, it’s like, you can sell different things to the same people over and over and over again. But one of two things is gonna happen either you’re gonna get burned out because you’re having to create new stuff all the time. I had a, um, she was a student for, in, for, for many years. And then she kind of just like outgrew the program cuz she was doing just killing it. And she’s like, I don’t know, off making, you know, nearly hundreds of thousands of dollars a year now she’s like, she’s happy. But when she came, she was at that point where she was like, just coming up with new offers and new programs and new classes and new things, every single weekend, she was like putting on workshops.
And I was like, why are you doing so much work? And it was like, she was having to basically like entertain this audience with like, here’s the next thing that you can buy. Here’s the next thing that you can buy? Here’s the next thing. And her audience was, um, very engaged, willing to buy from her. That part was good, but she was getting completely exhausted and burnt out out. So that’s the number one thing that can happen. Number two thing that happens is they stop buying. They got what they wanted from you. Like they’re only going to, they’re only gonna take the same, uh, thing from you, the same workshop or the same course or whatever, like so many times, you know, and if you have a membership, that’s why like memberships, like they can only join once. Right? So that’s it. So you have to either come up with a new person or a new offer to make more sales.
Um, but that’s one or two things that are gonna happen. You’re gonna get burnout or they’re gonna stop buying or they’re, you know, they stop buying for lots of reasons. Like they got what they needed. They ran outta money. Like they are like, forgot about you. They’re no longer interested, whatever, but you kind of tap out that audience. Like you don’t wanna keep milking the same cow. Right. I know, I know very little about farming, but I do know that they rotate the, the, the crops and the animals around the fields. Right. So that it doesn’t, um, over, um, you know, get like the earth has a chance to regenerate and all of that. So I probably don’t use shouldn’t use farming examples. <laugh> so like I have no idea. I just know that when I drive my kids to school, sometimes the chickens are there and sometimes they’re like far away <laugh> I ask my husband and he says they have to move them around <laugh> same day with the cows.
Their school is right next to a farm. So I’m like, where, why are the cows gone? Uh, anyway, I’m I grew up in the city <laugh> but there’s kangaroos next to my kid’s school. It’s very strange. Anyway. So this has been a quickie about why adding another offer is cheating yourself out of growth. I hope that you have a look at this if, and when you hit a ceiling in your business and instead of just doing the bandaid, the quick fix, dive a little deeper, dig a little bit into what’s happening. Have a look at those three pillars, audience leads and sail. And are you doing everything you can to grow each of those three pillars? Or have you stopped one of them and just tapping out the same audience or not generating leads or sales. All right. My friends. Thank you for listening. That’s it for today. I’m gonna gonna go eat a brownie. Just kidding. I’ll see you next time.