The Studio CEO: Business Coaching For Yoga & Pilates Teachers & Studio Owners

They’re Clicking, But Not Buying? Here’s Why (and What to Fix)

• Jackie Murphy

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You’re getting clicks, views, and even a few DMs… but no sales? You're not broken. Your offer isn't either. You're likely in the part of the buyer journey no one talks about — the silent gap between curiosity and commitment.

In this episode of the Studio CEO Podcast, Jackie breaks down:

  • What it really means when people click but don’t buy
  • Why 98% of visitors won’t convert on their first visit (and why that’s okay)
  • How to stay consistent when your strategy is starting to work
  • What your audience needs to say YES (hint: it’s not a new strategy)
  • The 17-touch rule and why repetition isn’t annoying — it’s necessary
  • The key objections you’re not addressing (yet) — and how to shift that

If your studio has plenty of interest but few conversions — this one's for you.

Ready for deeper support? Learn more about the Studio CEO program inside the episode.

Work with Jackie Murphy
Say Hi on Instagram @thebusinessofyoga
Learn about The Studio CEO Program
Apply for the The Grow Mastermind

Speaker 1:

If you have been seeing clicks on your links, views in your contents or maybe even DMs from curious people, but no, sales, you're not broken. Your offer isn't broken. And no, you don't need to scrap everything. You're not doing something wrong. You're simply in part of the buyer journey that most people misunderstand. So let's talk about what's really happening, what to look for and get your clicks converting for you.

Speaker 1:

Welcome to the Studio CEO, the only podcast that empowers yoga and Pilates teachers and studio owners to step confidently into their role as CEO. If you are ready to show up with passion, take your business seriously and scale to new heights without burning out, you are in the right place. I'm your host, Jackie Murphy, an award-winning certified business coach with over 12 years of experience inside the yoga industry. I have seen firsthand what it takes to build a profitable and scalable business. Join me as we dive into strategies, insights and real-world advice that will help you grow your revenue, build a thriving team and create a business that serves you as much as you serve your students. It's time to embrace your inner CEO and make more money without working more. This is just the beginning. Hello, my loves, Welcome back to the Studio CEO Podcast. We are officially in the Studio CEO era and I could not feel better about it. I want to make sure that you know that we have a program just for you. If you're like Jackie, your podcast has been amazing. I love listening to it. How can I work with you Right now? The very best way to work with me is inside of the Studio CEO program, where you are going to learn the skills that you need in order to market, to sell, to build an offer suite, but, most importantly, the skills that you need to really become the leader that you're meant to be for your business, for your community and for yourself. Plus, you get weekly coaching calls and written coaching, Monday through Friday, so that you have support, because there is a noticeable difference in the business owner who knows they have support and is running their business feeling supported, versus the business owner who's running around with no support, feeling like they're doing everything on their own. Everything's on their shoulders. That doesn't have to be you. You can join us inside the Studio CEO program right now. I would absolutely love to be the person to help you grow your business. All right, my friends.

Speaker 1:

So today we are diving into a podcast all about what to do. If you are seeing people click on your links, or you know that people are viewing your content, you're watching your website views go up, or you're getting DMs from people asking about like you know, can I work with you, what's this about? What's that about? But you're not seeing people buy. This can be a really frustrating place to be and I just want to reassure you that, like you're not broken, your offer isn't broken. You don't need to like burn everything down and start over. You're not even doing something wrong. You're simply you're actually doing something right. You're simply in a part of the buyer journey that most people misunderstand. Most people kind of back away from and lose momentum during this specific part of the buyer journey.

Speaker 1:

So in this episode, we're going to talk about what's really happening, what you can be on the lookout for and what actually moves people from clicking to converting. We're going to talk about data, about how long it will take someone to buy your offer usually, what to say and how to lead people without constantly searching for that new strategy that you think is missing. It's not missing. There's no missing strategy. Don't go on the goose. There's no missing strategy. Don't go on the goose chase for a missing strategy. I promise you, the key to you having success in your business is becoming a leader of your business and choosing to work the strategy. Commit to the strategy that works for you and your business.

Speaker 1:

Okay, so let's talk about the moment that people are clicking but they're not buying, and this can feel like a real problem. This is where a lot of business owners start to spiral. They see activity, they see people checking out the page, they see people watching their stories and then silence and you're like I'm doing everything right, but why aren't people buying? So this is when people will come to me and they'll be like Jackie, is it my offer? Is it my price point? Is it too expensive? People don't want to pay for this. Or even sometimes people come to me and this is when they say like maybe I'm just not cut out for this, Maybe this isn't meant for me, Maybe I can't have a business, but I want you to pause and hear this. People clicking is not a rejection. It's actually a really good thing. Clicks are a buying signal. According to a recent marketing study from HubSpot, only 2% of website visitors, whoa only 2% of website visitors convert on their first visit. That means that 98% of people who click will not buy right away, and that's not a problem, that's not a red flag, it's standard behavior.

Speaker 1:

What I want you to think about when people are clicking, when they're going to your website, when they're clicking links in your emails, when they're watching your stories, that is your sign that you have their curiosity peaked, and that is one skill that you have to master when it comes to marketing skills. As a business owner, you need to have the ability to peak people's curiosity on purpose. Try saying that three times fast. But when you are doing that, you know that when people are getting curious, they're getting closer to buying. The more curiosity, the more proximity to buying. The more curiosity, the more proximity to buying. But if you don't understand that, what will happen is you'll pivot too soon Like right. When it starts to start working, you'll be like ah, this isn't working and you have to change everything. This is really common, especially when you start to run ads.

Speaker 1:

Now, little disclaimer I do not recommend that you go out there and try and run meta ads or Google ads on your own. Those platforms are designed to take your money and grow. If you don't know exactly what buttons to click and what ad campaign to run and how to follow up with it. It's maybe not the best use of your time or your money, but if you do have the strategy like I teach inside of the Grow Mastermind of how to run ads for a yoga and Pilates business, it's specific, it's different than maybe what you would do for another type of business. When you have that strategy and you start to run ads, it can be so easy to turn on an ad, go into it and be like, oh my gosh, okay, I've seen 13,000 people have seen my ad, but no one's bought yet. Like something's wrong with the ad, Let me change the photo, Let me change the copy, Let me change, let me turn it off, Let me change the target audience.

Speaker 1:

But really what's happening is that you're starting to get people's curiosity and you have to stay in the game and not change your strategy right when it starts to work. Because when your students, your clients, are coming to you and they're viewing what you're putting out there, they're clicking. They're not saying no. They maybe are saying not yet, but if they're clicking on your link, watching your stories, opening your emails, they're not disinterested. They're simply in one of three headspaces. Number one they're warming up to you. They maybe just found you and they're just like who is this? What is this business about? Where is the studio? Does this fit for me? They are maybe in the place where they're not sure if it's the right fit for them, or they have an unspoken hesitation that they need help resolving.

Speaker 1:

Here's the most important thing for you to know. The average buyer needs to see your offer 17 times before they say yes. That number comes from research done by the marketing rule of seven, which is now expanded due to content saturation, consumer skepticism and attention fatigue. So if someone hasn't bought your service after seeing your post once or twice, that's not a problem. That's expected. But really, let me explain this to you If you are a studio and the only time that you ever mention your membership is in one email after they come for their first visit, you are missing out, You're leaving money on the table and you're losing so many students. They need to see that same offer 17 times to get familiar with it enough to feel comfortable to buy. It's not annoying, it's not in their face, it's not wrong, it's not bad, it's not salesy. To give them their 17 interactions so that they can feel comfortable buying. It is actually a disservice for them if you only put it out once or never put it out which happens more than you want to admit if you never put it out for your people. So what's really happening is you might be getting interest, but you're not giving people what they need to make a decision. This is where objections live in the silence between the click and the sale. They're asking themselves will this really work for me? Is now the right time? Can I afford this? Will I actually end up using this? Is this teacher person studio the one that I trust to help me? And if your marketing and your sales messaging doesn't address that, you're going to keep getting clicks but no conversions, Because most business owners build offers for what they know how to deliver, not for how people decide to buy.

Speaker 1:

I have to say that again. If you're somewhere where you can write this down, write this down. Most yoga and Pilates business owners build offers for what they know how to deliver, not for how people decide to buy. We can talk about the benefits, we describe the features, but a lot of the times we aren't handling the real roadblocks that are stopping them from saying yes, Like confidence. What if I do this. I try and I still fail. I really want to feel good in my body, but I've tried so much. What if I do this and I still feel awful? Or another very common roadblock is timing. I'll wait until my kids are in school. The studio is full, the schedule opens up, you name it. Another roadblock could be cost. I could spend this money on myself, but I don't know Should I. It could go somewhere else. It could be used for X, Y and Z thing, or I could put it towards something in the future.

Speaker 1:

And if you're not actively talking to your audience about those objections, they will sit in indecision. They will keep clicking, but they will not move. So really listen, because I know you're like Jackie. I don't think this really applies to me specifically. I do a little bit of objection handling and, if you do, amazing. But I want you to know this is going to apply to everyone, whether you're brand new or you're 10 years in. I have clients with seven-figure studios who still need to be reminded that it's their job to repeat their offer, to offer clarity, to handle objections, to move people forward. It's something that we always need to be thinking about, no matter where we are in our business.

Speaker 1:

I've seen teachers launch the same retreat three different times with minor refinements, and then finally convert on round three of that launch. Why? Because people need to see it, they need to believe it, they need to trust themselves in it. This is why I really don't let my clients just pull a launch out of nowhere and say only three people signed up, Because the truth is actually that there were three people who were super early adopters. But the next wave of people is still waiting, still wants to hear. The next thing is watching to see if you're going to stay the course. Is this something that is really going to be right for me? So what actually gets people to convert? Here is the real list, and none of it is glamorous and none of it is a secret strategy.

Speaker 1:

But number one you're going to repeat your offer at least 17 times. Not the exact same way, obviously, but the same message said different ways. You could do client stories behind the scenes, why I built this. You could do an FAQ post. You could do all about how to get started. You could do a post about misconceptions or you know objections that are holding them back. Number two you're going to handle the unspoken objections out loud, Like don't wait for someone to ask it to you, Say it before they do.

Speaker 1:

So if you are talking to new students all the time, just be like hey, I know you've told yourself that maybe you'll sign up for membership later, but I want you to ask yourself what are you really waiting for? What's going to be different? Then you have to be the first to bring up the objection, because the objection feels heavy for them, so they're one nervous to talk to you about it. There might not even be a specific space or the right time or right place for them to bring it up. There might not even be a specific space or the right time or right place for them to bring it up. And so if you say hey, it's not strange that you have objections, it's not strange that you have hesitations, that's normal, that's good. You would. You're a human. We all have doubts. Let's talk about them. Here are some common doubts. If you have any, send me a message. Here.

Speaker 1:

You have to invite the conversation in, and in order to do that, you have to know how to hold space. This is in the sales module of the Studio CEO program. So if you're like oh my God, Jackie, that conversation would freak me out or I wouldn't know what to say. You need to get that sales module. Number three you are going to add more social proof and you're going to make it specific. So when you teach a class and you ask your students how was class, and they say it was great, that's not social proof, it's too vague, it's not going to do much. But if you can work with a student over time and they come to you and they say, all right, after two months of attending the studio, I feel so much stronger in my body, I feel more toned, and even so much so that my husband noticed If you can get that specific testimonial from your students, that's going to work. So much so that my husband noticed, Like, if you can get that specific testimonial from your students, that's gonna work so much better for you. Number four you're gonna speak to the buyer where they are, not where you are.

Speaker 1:

Listen, to be honest, I think we all get bored about talking about our offer because we always talk about it. That's good, that's not wrong. That doesn't mean you need to have a new business. You may feel bored about talking about your offer, but some people are just now finding you today and they are just now hearing you clearly. Meet them where they are, not with your impatience level, not with how long you've been saying the thing. I promise you it's just like teaching a class when you're saying the same cue for 10 years and a student walks out and they're like, oh my God, I've never heard you say that cue before. That was amazing. And you're like what I've said, that every class for the last 10 years they hear it at different times. You have to be the one who's consistent in saying it. The same thing is true in the buying process. So here's what I want you to know and here's what I know from coaching literally thousands of yoga and Pilates business owners at this point.

Speaker 1:

Your warm audience isn't dead. You haven't used up all of your warm audience and your warm audience isn't ignoring you. They are watching. They are part of that 98% who are not going to buy on the first time, and we're not mad at them for it. We understand that. That's human and that's normal.

Speaker 1:

The click and disappear crowd often comes back on the very last day of whatever launch you're offering. You cannot not slow down your effort and your momentum towards the final days of closing whether it's like a founding rate closing or your retreat is start to happen or your teacher training is coming up, like most people will buy. Most people will buy in those final few days. I can't tell you why, it's just the way that we work as humans. The people who say nothing often will turn out to be your biggest buyers. So I always think about this as, like the lurkers will buy the people who are watching and watching, and watching and watching. I promise you they are sitting over there watching your content, listening to your message, hearing about your offer again and again and again and again, and it's getting more normalized in their brain. It's called the mere exposure effect. They're going to eventually buy or they're going to eventually leave and like either one is okay.

Speaker 1:

I have had people tell me like no one's engaging and then they get five sales the day that their promo ends. I have had people tell me like no one is interested in this offer, this price is too high, and then go ahead and sell out the offer. I want you to understand this that the when is holding the door open long enough for people to walk through it. Y'all hear that you cannot shut the door because people aren't buying in your timeline. It is your job to hold the door open long enough for people to walk through it when they feel safe, when the credibility is there, when they know that it's the right thing for them. If they're clicking and not buying, it doesn't mean your offer is wrong. It means you are in the middle of the conversation and your job is to stay in it long enough, clearly enough, confidently enough for them to find their way to a decision. So if you are in a situation where you have a ton of people, maybe you've had like 50 new students and only two membership sales. That's a ton of new people who are interested but not investing.

Speaker 1:

This is the work we do inside the Studio CEO program. We're going to break down your messaging. We talk about consumer behavior. We talk about an offer strategy and how to really think like a leader, so that you know what to do, when to do it and how to lead through the quiet parts, how to lead yourself and your business when it does seem like no one is engaging. You can click the link below to join us for the Studio CEO program and my friends, I will talk to you all in the next episode.