The ‘Signal-test’

The trouble with creating on the side is that often you get overwhelmed by the amount of things there are to do. Instead of taking action, you look at the to-do list, scratch your head, panic a bit, and faff around until time has run out.

Because you’re in this never-ending state of stress, you never stop to look at your business, take a deep breath, and just look at the basics.

People are so worried about selling their stuff that they forget to look at the obvious data sitting right in front of them.

So let’s talk about how to find your buyers by using the ‘Signals Test’:

Signal 1: Who is reading your work

A buyer’s journey is a complex one.

Contrary to popular belief, a buyer doesn’t just show up. They don’t just rock up to your website and think ‘Yes I’ll buy that’ without knowing who you are and what you do.

Instead, a buyer becomes a buyer over time. They first need to build a relationship with you and your brand.

Like any relationship, they’re getting to know you. They’re learning about who you are, what you represent and critically, what problems you can solve for them.

The first signal that your audience might be a potential buyer is a very obvious one — are they reading your work?

The easiest way to tell? Look at your open rate, or better still look at who is reading your work over and over again.

The people coming back time and time again are building a relationship with you and they’re finding value in your work.

Signal 2: Who is commenting

One thing is reading your work, and the next is commenting on what you’re doing.

Providing that comment is a pleasant one, these folks are that are super engaged in your work. Think about it, it would take you a lot to go out of your way to reply to an email or comment on an article.

It’s the same for other people.

People only comment when they feel compelled to. If they don’t feel anything, they won’t comment. It takes a lot to comment on the work of someone else.

This is another signal that this person is a potential buyer, they are getting a lot of value from the stuff you’re doing.

Signal 3: They write to you

If somebody has gone out of their way to write to you, you know you’re really hitting on another level.

We’re all busy. Taking time out to sit and write an email to somebody takes a new level of commitment and effort.

It doesn’t sound a lot but really, it is. It’s a huge indication you’re getting things right. In this world of endless distractions, never-ending to-do lists and constant ‘life things’ to sort, a thoughtful email is a big deal.

It’s a hugeeee signal you’re getting things right.

What to do with your signals

People buy from you when you’ve done a few things, one of which is delivered on a promise, it gives them confidence that you will deliver on your other promises (of whatever you’re selling).

What you want to do is give your readers oodles of confidence.

You want to deliver time and time again, every time you do you’re improving that relationship between you and your readers. And it’s that confidence that will convert readers into buyers.

So what do you do with your signals? Well, you assess the content that gives you the most ‘signals’ and you lean in*.

More of that, and less of the surface-level stuff.