Ziza Natur | Source | Public Speaking & Voice Coach | Personal Brand & PR Consultant at The Voice o...

There is one crucial detail that nobody talks about, which could be hurting your conversion rate BIG TIME, and that is: information overwhelm caused by lack of structure.
If your audience can’t summarize what you’ve said in 2-3 main ideas after listening to you just ONCE, then you’re losing their attention and they jump off the buyer’s journey.
If you’re providing too much context and adjacent information that’s not necessary to your audience’s current needs, you’re creating the perfect environment for multitasking – which is a sure way to lower and slow down your conversion rate.

I watched lives or listened to podcasts where it would take the host between 15 to 25 minutes to get to the point. They would give updates on their personal life, what else they have coming up, etc etc, they’d say something like “I will show you how I did xyz” and would continue to rant for another 10 minutes. The most painful part is that most of the stuff they talked about was actually good and valuable. But because it had no structure, there was no way to integrate it without making a humongous effort of listening to it over and over again and organizing the information YOURSELF.

The only people who can get away with this are the ones who already have a well-established personal brand. People are already used to buying from them. They have a big group of fans who are willing to wait for 25 minutes for you to give an actual insight, and they will make the effort of connecting the dots if you haven’t done it for them.

However, if you are in the first 2-3-4 years in your business, every single one of your appearances has to be laser focused and strategic. Your audience needs to find out the valuable information right away, and also, the key part of it all, to be able to INTEGRATE and IMPLEMENT it right away.

If you can make your audience listen to you until the end, and not do something else at the same time, you’ve hit gold: they will never leave your space.

The key points to remember are:
1. Structure the information in a way that allows your audience to understand and implement after hearing it once
2. Get to the point straight away and stop adding fluff – treat your verbal communication as you’d treat your copy
3. Meet your audience where they are and only give them what they need to go one step further, and not 50 steps.