Consideration isn’t income (ask Twitter… I imply “X”)
Final 12 months, I labored with a small-batch espresso store that taught me one of the essential classes I now share with each founder:
Extra web site visitors can’t save a damaged gross sales funnel.
The model? A stupendous third-wave café helmed by a bubbly husband and spouse duo. We’ll name them Mr. & Mrs. Brew.
Their staff had simply launched a direct-to-consumer espresso subscription:
- Regionally roasted beans delivered month-to-month
- Branded packaging and a beautiful photoshoot
- A characteristic within the native alt-weekly
Launch week regarded like successful on the floor. A whole lot hit the location. Dozens of DMs rolled in saying, “That is such a good suggestion!”
However two weeks later?
Solely 12 folks had subscribed.
The issue wasn’t driving visitors to their website. It was changing guests into paid subscriptions.
Once we dug in, we discovered eight essential gaps.
Fixing these grew to become the system Mr. & Mrs. Brew used to show issues round. It’s now the system I stroll each…