Stop Guessing What to Post — Your Audience Is Already Telling You What They Want to Buy

Welcome back to another episode of Running with Wolves You Guys. I'm super excited for today's episode because we are going to talk about something. I've actually been getting a lot of questions around which makes my heart so happy that you guys are finally starting to understand the importance of doing your market research when it comes down to your marketing and your sales. And I want to talk about this and essentially bust some market research myths, basically, and on top of that, talk to you guys about the proper way to do your market research because many of you do not understand that properly doing market research is essentially like getting the cheat sheet to sales. That's what most people don't understand about just like marketing and sales in general is that it's not a guessing game like people think that it is, right? It's not like, oh, well, what is my audience want to hear from me today? Absolutely not. That's honestly one of my biggest pet peeves in general is when people are asking their audience, what do you guys want to hear from me? Maybe you can know, this is an open book test. I've said that in my content recently like market research, marketing and sales, if you do all of that properly is an open book test. Your audience will straight up tell you what they want to hear from you in order to buy from you. If you know how to ask the right questions and then be translate the information properly. And it's actually pretty crazy to me because I've had conversations in the last month or so with brands and businesses who are making 15 to 20 K in sales per month, all the way up to 3, 4, 500 K in sales per month. And it shocks me how even the most successful big brands that you can think of oftentimes don't create their marketing and sales strategy off of market research. It's become this guessing game. And I have to look at people and be like, guys, there is an easier way I promise you. So today we're going to kind of go through market research in general. You're marketing in your sales data, how to look at it, how to perform it so that you guys can really unlock, like I said, the cheat sheet to your sales because I'm here to make your guys' lives a hell of a lot easier, okay? And this is for those of you who sit around when you're creating content and you're like, what should I talk about today, right? What will make people buy? Why aren't people converting? You don't actually have to guess because the answer really already exists in your business. You just haven't learned how to extract them yet because this is typically something that I see for business owners who are making $50,000 per month, $30,000 per month. Like I said, all the way up to three, four, $500,000 in sales per month. And at that level, you typically already have a really fantastic audience. You have a product or service that you have just absolutely nailed. You have a brand that's already built up. But for some reason, sales still feel relatively inconsistent. You might have one really big month and then you might have a slower month, right? Then a launch that spikes and you're like, okay, this is finally it, right? We figured it out. And the reason that happens isn't oftentimes because you need more content or you need to do more things. When your results are inconsistent, it's not because of a lack of effort, it's not because of a lack of marketing going out. It's because you're not using the data you already have. You're not using market research to create those consistent sales because it's always rooted in what people need to hear in order to buy. So like I said, that's why I want to kind of go through all of your market research, how to actually do it, how to interpret it as far as you're marketing in your sales data, what to do if you think you don't have data because everybody does. I promise you that because like I said, if you, you know, stop guessing and you start learning how to do these things, sales become a guarantee. Okay, so before we kind of talk about how to do all of that, I really want to talk through a real quick, why most founders kind of treat their sales like a guessing game. And what I, here's the pattern I typically see because I have conversations with brand owners, business owners every single day about what's going on in their marketing and their sales. And typically the patterns I see for most of these founders is they'll wake up and they'll ask themselves, okay, what do I need to talk about today? Like, what should I post today? Or they'll go look at someone else's content that's going viral. I get this all the time from people who are like, well, my competitors posting this are I've seen other people in my industry doing this, right? Or they'll try that or maybe they'll create content around what they find personally interesting. This is something that I call treadmill thoughts or shower thoughts. Basically that's what your content consists of, you're like, oh my god, I should talk about this. But what most people don't understand is that like inspiration. Yes, it makes sense to you, but you're typically not your target audience, right? So it might not actually click for them or maybe it's too high level. It goes right over their head. It's not rooted in what they need to hear in order to buy. Usually there's a way to combine those things. So I always say, like, keep note of your treadmill thoughts, keep note of your shower thoughts because usually they are good marketing, but you have to tweak them ever so slightly for it to make sense to your audience. But the reality that I need you guys to understand is that that is not a strategy. That's truly just inspiration, okay? And so, or it'll just be like a random epiphany that you have. That should not be what your marketing strategy consists of. Most founders within their marketing and their sales are really guessing. And the reason why most founders guess is because they don't feel like they have enough information to make competent decisions in their marketing. But I actually tell my clients pretty consistently and this goes for marketing ideas, sales conversations everything is that if you do not feel like you have enough information to confidently make a piece of marketing, continue a sales conversation, any of those things you haven't asked enough questions, you haven't gathered enough information. That's literally what the market research and marketing and sales data processes for. And when you start doing market research with your marketing and looking at your marketing and your sales data, you start to notice something really interesting happen, which is patterns start appearing. So you start noticing which problems get the strongest reactions from your audience or what goals you're talking about in your marketing, which messaging gets people asking questions, which content leads to more website traffic or more inquiries if you're a service-based business, which objections stop people from buying or get them to start buying. And suddenly, like I said, marketing stops kind of feeling like, oh, what should I post today, guessing game? And it starts feeling like this system and this process where you're like, okay, cool, I already know what to post today because I know what's worked in the past. So I'm going to keep doing that and build on that, right? So now that we really understand the importance of market research, like I said, it's literally a sales cheat sheet, right? And not only how much more sales it will make you, but how much easier it will actually make your life and creating marketing, whether it's for you as a solopreneur, whether it's for your team of marketing and sales people, you have to be able to set yourself or them up for success. Let's kind of dive into what market research actually is because when I ask people, like, oh, have you done market research recently, they look at me, like I have five faces basically and they'll just be like, huh, what are you talking about, right? Because when you say market research, I think a lot of people think of these really big companies doing like focus groups or things like that, right? Where they're able to really like sit down and ask people questions for, you know, research or things like that about like products or services or what they're going to come out with. But in actuality, market research applies to every area of business, right? You think of something formal, like surveys, data sets, complicated reports, but real market research is a lot simpler than that. And I'll give you guys an example of this in just a second. But market research is simply understanding how your buyers think that's it. So the way I think about it is market research is almost like when you're in a relationship and you're figuring out your partner's love language, right? Typically, you give love a certain way. Your partner probably receives love or feels loved in a different way. There's obviously five different love languages that you can choose from or that you operate off of. Once you know how your partner receives love, it's so much easier to make them feel loved consistently when you don't know their love language. It's so easy to sit there and be like, but I'm showing you love. Like my partner and I, when we first started dating, had like this situation where we kind of had to figure out how each other felt loved because I was like, I want you to tell me you love me more. And he was like, I do that every single day. I bring you coffee. I do all this different stuff. He's very active service. I'm like very words of affirmation, quality time. And so we had to learn like, oh, how I give you love is not how you receive love. And once we learned that, your day to day life becomes so much easier because you're like, oh, I already know how to make you feel loved. I already know how to like be the best partner to you because I know how you operate. So with your audience, market research is the exact same thing. It's really like I said, just learning how your buyers think. So it's understanding what they want, what they fear. It almost stops them from buying and what finally makes them say yes. And the best way to learn those things is by asking very specific questions. Last week, I was at a conference called Legacy of Hope. It was a summit hosted by St. Jude's. It was invite only very small like intimate group was super cool. But I'm sitting there and I'm like, oh, my fucking word. They're doing market research on the spot because it was their first year running this. And so at the end of the summit, after all the panelists are done, conversations are had. They're like, you know, it's really important for us to if we're going to do something like this again next year to do it well. We would love to hear from you guys after you've experienced this entire week. Click. Is there anything you would like? We would have done differently or could have added in to make this experience that much better for you guys to like take home and carry our mission with St. Jude's out like in your communities. We sat there for probably 10 or 15 minutes and these top female founders, these top corporate executives who are just absolutely phenomenal. Lots of names you guys would very much recognize are sitting there giving St. Jude's advice on these events and what they want to see more of and things like that, right? They're guess what they're going to do they're taking that and they do this in every single area it's very interesting to me how they operate but it's so cool because it's why they're so successful. They literally will do market research for every single part of their brand and their mission in order to make it the best of the best so guess what those people are going to do they're going to take exactly what we said we would love to see happen next year. And guess what's going to happen next year all of those things are going to be in place because they know and have been told by their target audience of people who can raise significant money for the same Jude's organization what it is that they need for that to be an even better experience. So the most successful brands and businesses number one understand the power of market research but understand number two it doesn't need to be anything crazy it really can be as simple as just asking your buyers specific questions so what I like to say is like what almost stopped you even with my own new clients right there's typically like four specific questions that will dive deeper into in just a second that I usually ask my new clients or my target audience I'll basically say. You know I know that you've decided to invest in my services as soon as they get started with me was there anything that like potentially would have held you back usually I already know that in the sales conversation because the way that my audience works is they're very open with me and they'll and I've created an environment with my marketing where they'll tell me their concerns or their objections or their hesitations and it always sounds the same I always notice specific patterns whether it's what do I do if I don't see results what if this what if that blah blah blah right so there's probably three or four concerns questions objections. I know my audience has because I've done market research with them same thing with their problems what's what are your goals for 2026 with marketing and sales and what are the biggest marketing and sales hurdles that are holding the back from hitting that goal right even just from straight up sales conversations. I'm getting market research because I know the right questions to ask right and then lastly and I think probably the most important market research question is what are your buyer types right and that's not how I'm going to be asking that when I'm actually doing market research I'm not like so tell me how do you buy what are your buyer types right. Typically what I would ask would be you know as you consider investing into this service what's the most what's the number one thing that would make it be like a hell yes for you right. And then I'll actually prompt my audience the joke I give to my clients is I always say like you when you ask this question you can't just make it a free for all answer you can't just say like okay so what would make you you know what made you invest in my service what what made you purchase my product if you ask them that they're going to give you a random answer that is like out of left field and you're like okay thank you I can't really use that in my marketing but that's okay I will typically give them answers that represent each buyer type with that question specifically so for example I'll say like you know now that you've invested in my services or as you were considering investing in my services what was the number one thing that made you be like okay you know what yes this is the right thing I'm going to move forward was it and then now remember there's four different buyer types I typically group them in two different ways there's emotional and more like relational or like impulsive buyers and then there's more logical analytical results oriented buyers so I'll typically say you know was it the results I give from or I get from my clients was it the actual deliverables within the service was it the amount of time you get with me or on the other hand was it you know my like my personality was it the connection that we ended up having was it that you were like fuck it you know what we just need to do this kind of thing right that more impulsive fire so I'll actually rattle off a couple of examples and you can do this on a survey you can do this on an application you can do it on anything right that represent each different buyer type and I allow people to select from that and then that way I basically know like okay this is the one that resonated with you the most we look at patterns and themes and trends and then boom I'm able to see like okay typically most businesses or brands their target audiences made up of like one or two buyer types and it's actually pretty normal for it to sometimes be split that's a whole conversation for another day because sometimes there's things that will trigger people to like inquire versus actually to people over to make a buying decision to totally different buying styles so there's a lot that we can go into there but the most important thing to remember when you're doing market research is to prompt your audience or the person you're doing market research with with answers that represent the buyer types at least for that question specifically so that you have an easier time translating that data but those questions alone will no joke like I said straight up give you more information about your target audience then I would say like most founders ever really learn because they will quite literally explain their decision making process to you and once you understand that process marketing to them becomes a heck of a lot easier okay so now that we've kind of gone through some of the questions to ask let's talk about any additional things that I would like to mention around how to actually do market research and then we'll talk about marketing and sales data so just remember for categories you're looking for problems desires objections and buyer types that's it we're going to say to get problems desires objections and buyer types okay and once you understand those four things you have a really clear understanding of what actually drives your audience to buy so first question which is going to be around specific problems so all you do is just customize us to your specific industry so what problems are you experiencing related to let's say I sell a skincare brand right like what's your biggest skin concern this year or what's your biggest goal with your skin this year right or you can say like what frustrations have you experienced with your skin this year or something to that effect right same thing with fucking candles with anything guys any product based business I had a client who or publisher right and very very niche they like specialized in like religious art specifically and we still were able to do market research where it was like what's your biggest struggle when it comes down to finding art that you would want to hang in your home that also has you know a deeper meaning to you spiritually right anytime you can ask that question and customize it to your industry it's super easy to get your audience talking back to you same thing on the service base side of things let's say I was a fitness coach what's been your biggest struggle with your marketing in this last year right nothing super crazy the answers to this question really tell you what pain points your marketing should revolve around because anytime you ask those questions to I would say like five to ten people it is a great starting point you're going to see some themes and patterns you're probably going to see anywhere from one to three like top problems come up that your audience immediately relates to because buyers rarely like purchase something randomly they purchase because they're trying to solve a problem okay so second question is the exact same it's all about goals so you might ask if again let's go back to the skincare brand if you started a whole new skincare routine this year if and at the end of the year it was like the best skincare you've ever used what would you expect to happen with your skin like what changes would you expect to see what would you feel really excited and happy and confident about same thing on the flip side with marketing sales fitness doesn't matter if at the end of this year you would implement a new fitness routine or hired someone to help you with fitness or same thing with marketing or sales right what would your fitness routine look like what would your body look like what would your health look like what would like what would you have accomplished in that journey to make you feel super happy with that and customize it to your specific industry that reveals like what they're not only desired goals are but same thing with like the transformation as well okay number three is going to be all about objections so the question that I usually like to ask for this is there anything that would hold you back from purchasing this product or investing in this service and then again same thing here usually I'll prompt them is it concerned about is it timing is it objections is it any of those things right or is it sorry is it finances that will tell you immediately like what their concerns are so that you can put that into your marketing and prehandle those so that by the time they go to check out with their product with your product in their card or they go to invest in your services boom they don't have concerns or questions that are holding them back because your marketing already handled that for them and then lastly we already talked about the buyer types but that's what that fourth question really revolves around is going to be like what do you what would you take into consideration when you're purchasing a product or investing in a service like this right so right off the bat you're really easily able to identify how like the lens you have to sell the transformation through so if like you sell a product or service four different ways right to all different buyer types if my you know target audience is looking to two or three X their sales by the end of this year like that's their goal right but they're very logistical and how they buy they care about the deliverables they care about results I'm not going to sit here and talk about the incredible relationship I have with my clients because that's not going to connect for them they buy based on results not relationships so far all I'm talking about is relationships, it's gonna go right over their head, even though my service is ultimately the thing that's gonna get them the goal that they have, they don't know that because of my marketing. Makes sense? Okay, so now that you're like Savannah, this is all fine and good, and maybe you've even done market research, but you're sitting here and you're like, I have all of these puzzle pieces and pieces of information or like fun facts. That's what I typically say is like you're basically collecting marketing fun facts, right? About your audience. If you already have all this information about them and you're like, Savannah, I don't fucking know how to take this and turn it into a piece of marketing, whether it's a podcast episode, whether it's an email, whether it's a piece of social media content doesn't matter, a blog SMS messaging, it doesn't matter, right? What have you? Let's talk about how to turn that into marketing. So I start to, when I do market research, I look for patterns. And by the way, I do this every time that I start working with a new client. Part of my process is I actually require every single person to do market research, okay? And it does not matter how big your brand is. I have a new client, for example, who has over a million followers on Instagram. She's in the health and fitness space for paramount apposal people, okay? And I'm still asking her, even though she is not green to her industry whatsoever. She's been in it for like 10 years. I'm still asking her to do market research because number one, she has never done it before, believe it or not. And number two, on top of that, you could have done it wrong, right, or like you could have not gotten enough information. Or number three, your audience could have changed, okay? So I always say you should be doing market research every six to 12 months, depending on your audience. If your audience has changed or grown, or you know, if you have new audience, like a lot of new audience members, or if you're launching a new collection or a service or any of those things you should be doing up to date market research, okay? So I look for patterns as soon as you do all of that, which problems appear repeatedly. What desires come up the most? Like I said, you're usually gonna find anywhere from like one to three things that are consistently coming up for your audience, which objections appear across all of my, you know, different target audiences, which biotypes dominate the responses. Those patterns really become the foundation of your marketing strategy. So instead of guessing what to say in your marketing, like we talked about in the beginning, you're really speaking directly to the things that your buyers told you that they care about. And the distinction I draw between market research and then your marketing and your sales data is that your marketing and your sales data, which we're gonna talk about in just a second, actually tells you where your existing audience is stuck in that buyer's journey. So it's gonna tell you, okay, they love your content, but they're not super clear on if they need your product or service yet, right? Or they know they need your product or service, but they have hesitations and concerns. They haven't gotten over to actually purchase that product or invest in that service. So on and so forth, right? So it's gonna tell us where they're stuck. Your market research actually tells us what they need to hear in order to get unstuck, basically. So it's this really cool, like ecosystem essentially, if you know how to interpret it properly. Like I said, it becomes like a cheat sheet to your sales, okay? So now that we've talked about your market research and you ultimately once you interpret that after everything that we just talked about should know what to talk about to get your target audience to be like, oh my God, I need to invest in Savannah's services or oh my God, I need to go purchase this product, any of those things, right? So now let's talk about how to identify where your audience is stuck in the buyer's journey. And it's funny, I actually, for my accelerator, like tier one client, so those are like my clients making 15 to 20 k per month, all the way up to like 40 or 50 k per month every Monday. I normally in Slack will send them a bunch of different examples of like videos that I've seen of like marketing campaigns or like questions that people are consistently asking me. It's just like additional coaching that they get for me. And I actually in the car on the way up here to film this podcast, I literally was sending them a voice note about how to interpret like their marketing and their sales data to do exactly what we're talking about. So this is like perfect timing. So let's go through a couple of the most common scenarios that I hear as far as your marketing and your sales data. To be fair, I have an entire 90 minute master class around interpreting and analyzing and auditing your marketing and your sales data. So this is like a whole separate conversation that we could have, but I'm gonna try to kind of go over the top ones that I hear. So scenario number one is you're getting a ton of visibility but no engagement, okay? So you're going viral. Your content is getting a ton of likes and saves and shares and comments. Your profile view is getting a million and one views, right? People are binging your content, they're obsessed with you. Your content is visible, but it's not resonating. Typically what I tell people is that if you're getting a ton of visibility and a ton of engagement but no conversions, what that probably means, the first thing I would be checking is, are you actually even selling in your marketing, okay? Because if you were selling what you would then see is your link clicks are going up. Your sales, your inquiries, your website traffic, your abandoned cart rate, all of that is going up because you're selling and they're curious about your product or your service, but they're not ultimately convinced yet, right? They're not even at that stage yet. So that means to me immediately when someone tells me that that's happening, they're probably not selling in their marketing consistently. They're not selling the transformation or the impact of their products or services. They're probably not giving any social proof, objection handling, urgency, any of those things. That is not happening. You're missing an entire chunk of your marketing funnel if you're experiencing virality and engagement, but no conversions, okay? Another scenario would be you're getting tons of engagement, website traffic leads, but it's not converting into a sale. So maybe you had over the weekend, 500 people add your product to their cart, but only 50 of those people, five of those people purchased, and you're like, what the fuck is going on, right? Or let's say you got 20 different inquiries for your service over the weekend, but only one or two of those people ultimately converted into a client. How can that many people be interested in my product or my service, but don't ultimately purchase? What that tells me is there's typically one of two things happening. They probably already have objections, concerns, et cetera, mental hurdles that you have not pre-handled in your marketing, and they haven't had a sales conversation with you, so it hasn't been handled at all. They're holding them back and creating fear or nervousness or hesitation around purchasing your product or investing in your service. The other thing that could be happening is you ultimately have an urgency problem. Meaning they don't have urgency of why they need to purchase your product or invest in your service tomorrow, right? It's a, oh, it'll be nice to have eventually, not I have to have it right now, 'cause your marketing hasn't created that urgency for them. And then another scenario, like I said, is that you could be getting tons of leads, but you're getting ghosted in your sales process. This is more for service-based businesses. If you're getting a ton of leads, but you're also getting ghosted pretty consistently. What that also tells me is that you need to clarify, well, number one, I always ask people like where are they ghosting you in the sales process because ghosting, when you initially inquire and like respond to their inquiry and they never respond, that is a completely different marketing strategy tweak that needs to happen. Then if you were to quote them on your program and your price point and then they ghost you, right? So if they're ghosting you at the beginning, like I said, there's a lack of trust and a lack of urgency. If they're ghosting you at the end, you probably haven't created enough value in your marketing around your product or your service for them to justify the price point or any of those things, right? And then lastly, on the product side of things, let's say you're getting a ton of abandoned carts, right? That ultimately tells me the exact same thing. It means that there's a lack of urgency or that there's a hesitation somewhere that you have not prehandled in your marketing that's holding them back from making that purchase or that investment. What I love about data and market research because when I say it changes everything you guys, I genuinely mean it, okay? You're, like I said before, your data shows you where your audience is stuck. So if you're like, why aren't people buying, you have not looked at your marketing and your sales data or you haven't interpreted it properly, which is another story for another day, because oftentimes I also see people interpreting their data incorrectly, which can throw your sales off completely because then you are incorporating stuff into your strategy that your audience doesn't actually need, right? But like I said, your data shows you where people are stuck, your market research shows you what they ultimately need to hear in order to invest. And when those two systems work together, marketing becomes very, very strategic. Really fast just to give you guys a couple more examples I wanna talk about like some product and service-based examples so that you can see the impact of this. So really quick, let's talk about a product-based example. So let's say you run a skincare brand, right? I have so many brands or businesses where that's the case. And you oftentimes might assume that people are buying your product because it's clean or organic or beautifully packaged or visually appealing and to be fair, that's probably part of the allure, right? Anytime I purchase a skincare product, well actually that's not true. I don't give a fuck what your packaging looks like for skincare brands. I care about the effectiveness of the product, but that's 'cause that's how I buy, right? That's not how everybody is. But let's say to be fair, all of those things help with the attraction to your brand. But, and they might be part of why someone notices your brand in the first place, but when you actually ask buyers why they purchased, you might discover something like I said completely different. Maybe they're worried about irritation, they're tired of wasting products, or excuse me, they're tired of wasting money on products that are over-promised and under-delivered. They were nervous about long-term skin care damage, or skin damage. They wanted something safe for sensitive skin, something that would fit into their routine and give them, you know, visible results without making their life harder. If that's the case, your marketing can't focus on aesthetics. So for example, I have a client right now who's an Australian-based skin care brand, and she focuses on organic skin care. That's like her go-to. And when she first came to me, she thought that people loved her products because of A, the organic ingredients, and B, the packaging, right? And the fact that she's female-founded and operated, she thought that that's what created a ton of sales for her, but when we went and looked at the market research that she did, her marketing and her sales data, what we ultimately found is that people cared more like I said about the effectiveness of the product. Their other concern and hesitation was if it's organic ingredients and were preached at with like medical grade skin care, you have to use harsh ingredients and chemicals and all these things to get good results from your skin care. People were concerned that it wouldn't be effective. So that is something that we've had to actually put into her strategy pretty consistently, is that objection handling of like, in order to get good results from your skin care, you have to use harsh chemicals, medical grade skin care, et cetera, because that's not the case in her opinion. So that all, incorporating all of that into her marketing has helped significantly with increasing her link clicks and then ultimately her sales. However, had we not known that all she would have kept preaching was these products are amazing because they have organic ingredients, not understanding that that actually creates hesitancy in her buyer's brains, okay? So instead of focusing on that in her marketing of like, here's what the organic ingredients are. Here's where they're amazing blah, blah, blah. We actually shifted her strategy based on what her audience needed to hear in order to buy, but we wouldn't have known that had we not done any market research, okay? One thing with let's say you own a clothing brand, I have a client who owns like a, she's Australian located as well or like originated as well, but she actually owns a rave wear apparel company. I'm telling you guys, this is why like, I tell you this literally works for any industry or any niche. I work with the most fucking obscure niches, industries, product services and it still works for them. So if you think your audience is different, no, it's not. I promise you this will work for them, but she was in the same boat. She had worked with another like quote unquote marketing expert, like a year before working with me and her content consistently went viral, but it did not create sales for her. And that's because as soon as she started working with me, we hadn't even had our kickoff call yet, you guys, she was just doing market research. Like I told you, that's a part of the process of working with me and she messaged me and she was like, well, no wonder people aren't buying for me. I was like, what do you mean? And she goes, I just did market research. And I've been talking in my content and my marketing and the emails consistently about how cute my clothes are, how stylish they are, how unique they are. So like, you're going to stand out at whatever festival you go to. I just got my market research back and guess what they actually care about. And I was like, what? Tell me. And she goes, they care about the quality of the fabric. They care about if it's going to fall apart after one wear, they care about, can I re-wear this in public instead of just being able to wear it to like a rave, basically, right? Is it ethically made? How is the material sourced, right? They care about all of those things. Is it going to give me a wardrobe malfunction? Like if I have big boobs, is it going to be able to hold me in essentially, right? They care about all of that. They don't actually care about it being stylish. And she was like, obviously, they do. Otherwise, they wouldn't be looking at it. However, in order to purchase from me, they care more about those things. So the second we put that into her marketing, you guys, no joke, two weeks after working with me, her sale is doubled because she was finally selling to her audience based off of what was important to them. But that's because she had been able to do market research, right? Okay. So really quick, we're going to switch over to service-based examples. So let's say you're a consultant helping businesses scale. A lot of service providers would assume that their clients hire them because they want more money. And yes, on the surface, that might be true. So that might be the thing that has gotten them to pay attention to your marketing in the first place. They'll want revenue growth, they want more clients, they want more sales. But when you actually start talking to buyers and you do market research, you often will realize that the trigger goes a lot deeper than that. They're exhausted, you know, they're overwhelmed from managing a team. They feel like they've plateaued and they can't ultimately figure out why they've invested in support before. And it didn't work. So another fearful that's going to happen again, you know, they don't need more information oftentimes. It's someone to help them diagnose what's actually going right and wrong in their business. You know, maybe they're sitting on a business that already has traction, but it still feels too manual, too dependent on them. And if that's the case, then marketing that only talks about making money might number one completely miss the trigger to purchase. But number two actually caused them to be turned off from working with you. Because if you're talking about, oh, yeah, I can help you create more sales. They're like, well, I don't even know if I can handle more sales because I'm already burnt out. I'm already overwhelmed from managing my team. I'm already putting in a million and one hours and not seeing the return on that effort. I can't afford to do more to create more sales, right? So if your marketing is only talking about, oh, I make more sales for my clients, they're going to automatically assume that that means more work on their part. And then they're not going to work with you because of those concerns versus. If you said, yeah, I'm going to help you make more money. But I'm going to help you do it in a way that feels sustainable, that takes more off of your plate. We're going to leverage your team. We're going to do this that and the other so that yes, you make more money, but you do it with less effort and energy. That is the thing that's going to trigger them to inquire and then ultimately invest. But you wouldn't know that because you've never done market research to know that they need to hear those things, right? And again, just like I said, to summarize all of that, that's literally where the data helps. So if your service content gets, you know, if your service-based content gets visibility, but no engagement, remember that you're messaging maybe too broad or not emotionally specific enough. If you're getting engagement, but no increase, you may be creating content that's interesting, but not trust building or sales oriented enough. If you're getting increase or calls, but no closes, or if you're getting a ton of, you know, add to carts, but even more abandoned carts, you may have an objection issue. Qualification issue or a sales process issue, right? If people are ghosting after they inquire, your marketing may not set proper expectations, or your buyers may not feel confident enough. There's a whole host of things that could be going right or wrong, but remember you guys that once you know how to identify those patterns, they tell you something. And once you know what it tells you, you can actually adjust your strategy. Maybe we need more objection handling or clearer social proof or urgency or any of those things. And that's why I say sales aren't a guessing game, because when you combine that market research with your marketing and your sales data, you can see both what your audience cares about and where they're stuck. And when you know both of those things, marketing gets so much sharper and easier because you stop really trying to like convince people in a generic way, and you start strategically moving them to a buyer's decision based on what matters to them. The reason why I really wanted to bring this up is because if you guys are, you know, most of my audience, most of you guys who are listening, you're probably making somewhere between 15 to 20 K per month all the way up to 3, 4, 500 K in sales per month. And what I wish more people understood was that at this stage, you're not trying to like prove that your business works, right? You already have an audience, customers, a proven product or service, some level of visibility. You've already proven that people will buy. So like if they buy your product and then they are a customer for life, or they're always telling people about it, or if they invest in your service and they stay in your world for years, you don't have a product or service issue. Your product is proven. Your service is proven at this point, your, I would say like scaling or your growth comes from impulse comes from instinct, you followed your intuition, you know, you have experimented, you've posted content and saw what resonated, which is a normal way to build your business in the early stages. But once you're at the level that you are, business becomes a lot more complex, right? And you have more offers, you have more products, you have more content, you have more audience segments, channels, all the things. And so suddenly the question doesn't become, how do we create growth? It becomes like, how do we create the most growth possible with as little lift as possible? How do we create as much growth in our business as possible without spending a ton of extra money and without investing a ton of extra effort and energy into it, right? And this ability to translate your market research and your marketing and your sales data is actually, in my opinion, what speeds up that process because you go from guessing and experimenting to knowing and strategizing. And the difference between the two, the gap between the two is a lack of information and interpretation. Okay? And once you know, like I said, how to do all of those things, your growth really becomes a lot more predictable. You're not just like, well, let's see how much we can grow this year. You're like, no, no, no, this is the growth rate that I want to go with, that I want to scale at. And here's exactly how we're going to make that happen because you have enough information and data to craft a real strategy. And like I said, this approach will still work for you, even if you're making 5K per month, right? You, if you, quote, don't have enough data, you do, you guys, you just haven't done market research. Even if you've literally never marketed a day in your life, I have brands and businesses who work with me that are making 7 figures a year minimum off of like referrals and buying someone's book of business alone. Okay? Or like word of mouth. So it's very possible to not have marketing and sales data, but still be able to create insane sales because you've done market research. And then as your marketing based on that market research, you see what works for your audience based on data. And that's when you essentially adjust your strategy, moving forward. But like I said, at this stage, if you're making anywhere from 50 to 300 K in sales per year, the impact is pretty massive because you already have traction. You've already got the buyers. You've got the data. You just really have to start leveraging it effectively in your strategy. And once you do marketing becomes really like less and less about creativity alone and far more about what your buyers think and how they behave, which is exactly what turns those really inconsistent sales into scalable revenue. Because in my opinion, and I've been at this at least with my own company for the last six years, but I've been in marketing and sales as a whole for the last decade. And the brands and businesses that I have seen who are the most successful are truly the ones who aren't guessing. They're observing, they're watching their audience, studying their buyers, analyzing their data, and they're building marketing around those insights. So hopefully this episode was helpful for you guys. If you are asking yourself the questions, what the heck does my audience need to hear in order to buy? Or what do I talk about today? All of those questions are valid, but they can so easily be answered by knowing how to interpret your marketing and your sales data and doing the right market research. So if you guys have questions around any of those things, if you know that your strategy right now at any stage of business is based on kind of hypothesizing and guessing and you want it to feel more solid than that, you want to feel like you actually know what to say to get your audience to buy. Feel free to message me over on Instagram. Tell me all the things that are happening for you guys and I'm happy to give you my thoughts, my perspective, my advice. Or if you're like Savannah, I know I need to work with you in order to actually be able to just scale faster. So you can just tell me what the fuck to do if you're making 20k per month, 50k per month, 500k per month in sales. It doesn't matter. I have a support level for you guys. So like I said, feel free to message me over on Instagram or I'll pop the application to work with me in the show notes below. But if you have any questions about market research, marketing and sales data, let me know. But thank you guys for listening and I'll see you in the next episode. Bye guys.