Moms Don’t Buy Like Entrepreneurs — And Pretending They Do Is Killing Your Sales

You've been posting consistently.

You are showing up on Instagram, creating content, following all the tips that that Instagram guru gave you, and you're getting likes and maybe even comments, but nobody is buying.

And inside your brain, you're starting to think something like, is it me?

Is it my offer?

Do I just.

Not have what it takes.

I'm not as cute as this girl.

My house looks like a mess, but here's what I need you to hear right now.

It's not you and it's not your offer, it's the strategy.

More specifically, you've been handed a strategy built for a completely different buyer and.

Nobody's telling you that, and maybe even they're denying it.

Welcome back to the Sold Out Sales School.

I'm Trish Ware, former labor and delivery nurse, mama of seven, homeschooling mom, travel nurse, and a woman who built a seven figure business selling to moms and parents, and a seven figure coaching business.

So if you're new here, here's what you need to know about me.

I am.

The only business coach I know of who has actually built a massive B2C brand, that means business to consumer, selling to normal people, not other entrepreneurs, not business owners, not coaches, which trust me is so much easier.

I sold to moms, to parents, to families, and that distinction, that's everything.

That's what this whole podcast is about.

So let's get into it.

I wanna tell you a quick story before we get into everything.

So I had a client, she came to me, she was almost at a hundred thousand followers, like.

85,000. I think her content was amazing.

She is so good at creating, engaging, educational, relatable, getting tons of engagement.

People love her, commented on everything, shared everything.

She had a real audience, but she wasn't making daily sales.

She wasn't even making much at all from that.

And when we started digging into it, the problem wasn't her content.

The problem was her type of content.

the deeper problem was she wasn't selling.

She had this belief that to talk about, her offers, which at the time were more in person, she felt like that was like ick and she didn't wanna be that person.

So she would show up.

She gave tons of value, she helped everyone answered questions.

Poured into her audience, but she never actually asked people to buy anything.

So we mapped out a really simple low ticket offer, which is also like a pathway into her higher offer, but also, it was an alternative to people who couldn't afford her in person or weren't in her area.

And we worked on her messaging around selling and invited people to buy.

And when she finally launched and actually invited people into her offer, she did high five figures in a few days.

Same audience, same content, same person.

The only thing we changed was her strategy.

The fact that she finally asked for the sale.

So stick with me today because by the time this episode is over, you're gonna understand exactly why your content isn't converting and what to do about it.

Now, I wanna take you back into a season in my business that I don't talk about enough.

So.

Building labor Nurse Mama.

We were growing fast.

Tens of thousands of followers, a real audience that were soaking up everything.

I posted women who were showing up, commenting, and I thought, okay, I need to level this up, so I need to scale.

I was already making really good money, right?

And I decided to invest in my very first business coach.

And the business coach that I hired was well recommended by.

The big names Amy and Jenna, and all the people, right, that were so popular back in, you know, 20 17, 20 18, what have you.

And I was really impressed by this coach.

I did a discovery call.

I was so excited.

Sounded like he knew exactly what I needed and I got to my very first call.

Within minutes, I realized he does not understand selling to moms.

I implemented things that he recommended and it did not work, not the way it was supposed to.

In fact, because I was implementing his, ideas think it would work.

I wasn't doing as well as I, I had been doing and I definitely wasn't scaling.

I just couldn't understand because I would do what he said and it landed flat, like boom.

I would sit there thinking, what in the world am I doing wrong?

Why is this working for him and not for me?

And I would start to doubt myself and, and honestly, on the calls, which by the way, I only got a few with him.

The rest were with a, like a co-coach who had not even built what I had built.

that's just a side note, but.

I was really so frustrated and I, I felt like there was something wrong with me because I was doing what he was saying.

There were some things I wasn't doing, to be honest, because I knew damn well it wouldn't work.

Thank God I didn't try it, but I finally realized they did not understand selling to moms.

They understood selling to other business owners, and they are not the same buyer.

I want y'all to hear me.

It is not you.

It is your strategy.

Every single strategy I was being taught was designed for one and completely wrong for the other.

Listen, if you're selling to business owners, girl, I got your back.

I can teach you.

It is so much easier.

Like if you're a coach who coaches or whatever, I can teach you how to sell selling to moms.

I am the only one who can teach that because when I finally saw that there was a difference.

When I finally understood why nothing was working, everything changed, and I realized, I'm on my own here, girl, but if you know me, I'm an action taker.

Right?

Action takers are money makers.

I stopped trying to apply entrepreneur strategies to a consumer audience, and I built something completely different, and that's when things started to scale.

Then when I finally said, okay.

Stop trying to do these B2B strategies, they're not going to work.

So here's the principle I want you to walk away with today.

The women you are selling to is not looking for you.

She is escaping.

So my daughter, she just had a baby recently and she spends a lot of time scrolling while she's breastfeeding.

Not because she's trying to learn like some, you know.

Strategy for whatever, not because she's trying to solve a problem.

She's tired and she's stuck sitting there.

Well, I don't wanna say stuck sitting there 'cause she loves it, but she just wants to turn off her brain for a minute.

She's scrolling for entertainment, for distraction, for something that just, you know.

Distracts her brain.

And that is how most moms are on Instagram.

They are not sitting down with a notepad in co mode thinking, let me find solutions to my problems right here and now they are hiding in the bathroom for five minutes.

They're sitting in the school pickup line.

They're scrolling while their kids watch bluey so they can have one moment of peace.

They are not in buyer mode.

They are in like escape or survival mode.

And if your content is written for someone in buyer mode or it's logical solution focused evaluating options, she's gonna scroll right past you every single time.

So let me break down my four mom buyer types and , I want you to understand that you have different types of moms or different types of people looking at your content, whether you're selling to moms or consumers, or even business owners, to be honest.

But this is the difference when you're selling to moms or normal people.

Number one is who I call my ready.

Rachel.

She knows what's going on.

She's desperate for a solution right now.

I had a woman who found me from one reel.

One reel.

She DMed me and said, I have spent $60,000 on business coaches, and you are the first person I've ever heard say that selling to moms is different than selling to entrepreneurs.

Every coach I've had has said it's the same.

It should be working we never did a discovery call.

She didn't need a long nurture sequence.

She asked about my offers and she joined my highest level offer, my highest level one-on-one.

That is already Rachel.

When she feels seen, she doesn't need convincing.

She just needs a place to buy.

The next buyer type is hesitant, Haley, and there's this one.

She can be a stinker.

I have a joke that I've been dating in the dms with one person for two years.

If she's listening, you know who you are.

She asks amazing questions.

She wants results.

She starts to pull the trigger.

She doesn't, she's interested.

And you know, she's been burned before.

She's hired coaches who haven't helped her, and she's not just buying a program, she's trying to make sure she can trust the person she's buying from.

Haley doesn't need more information.

She needs safety, proof and consistency.

Then there's lurker.

Linda Lur, or Linda has been watching you for months.

She hasn't commented, she hasn't dmd.

You have no idea she's out there.

Don't give up on her.

She is coming into your container.

She's the reason.

You have to be consistent, unaware Uma.

Uma doesn't even know she has the problem yet.

She thinks exhaustion, the overwhelm, the chaos, the peeing in her pants right after a baby is just normal life.

She needs your educational content.

She needs you to open her eyes, so your content needs to stop trying to convince her and stop trying to connect with her.

Stop talking about the offer, which if you haven't listened to my episode about Hawaii, we're gonna link to it in the bottom.

But make sure you listen to the episode talking about you need to stop talking about what you offer and start talking about what she feels.

What she wants.

So here's a line I want you to write down.

Confused people.

Don't buy, seen people do.

When she reads your content and thinks, oh my gosh, that's me.

That's when she becomes a buyer instead of a friend.

I wanna be really honest with you guys.

There was a time in my business where I made a decision that felt really, really scary.

I decided to invest in ads and for some reason ads felt like sitting down at a freaking slot machine, like I was just throwing money into la, la, la land and hoping that it worked.

But I finally decided I was going to do it.

I invested a lot of money and hired someone to run them and.

He messed them up and because I didn't really know what I was looking at, I didn't catch the problem right away.

And you guys, it's a whole messy story, but it ended up costing me about $50,000 altogether.

From the loss of sales was we really had our data dialed in, so I knew how much money I should be making.

I remember sitting there crying and telling my husband, I was so overwhelmed, like, maybe I'm not cut out for this.

I'm not gonna be able to scale, because everyone who really hits seven figures, they, they have to scale through ads.

I was so sick and my husband looked at me.

Pointed his finger at me and he was like, are you the type of business owner who only does well when things are going well?

Or are you the type of business owner who looks at the data, makes decisions, and moves forward, who learns from the mistakes?

And at that moment, that moment in time, it really changed how I handled hard things in business.

So let's recap what we covered today.

Your buyer is not an entrepreneur.

She's a mom.

She's emotionally driven.

She's scrolling to escape, and she buys when she feels understood, not when she's convinced.

There are four types of buyers in your audience, and if you are not consistent, you are not creating all the types of content that I teach.

You're gonna miss them.

You've got ready, Rachel, hesitant, Hailey Lur or Linda, unaware Uma.

Most of you are creating content for an imaginary buyer who's sitting there alert and ready, not even for your solution, but that is not who is scrolling?

She's tired, she's overwhelmed, she's hiding in the bathroom.

She's looking for someone who understands her when she feels understood.

She buys.

But not unless you have a clear path.

Not unless you're being confident in selling.

So next week we're gonna go a little bit deeper.

We're going to talk about one of the most persistent lies in online business.

The know, like, trust framework, and why the way you've been taught to think about it is so freaking backwards for your audience.

So trust me, you don't want to miss it.

Okay, that was your cosmic slap on the booty.

For this week.

I want you to go sell your offer.

As always, hit subscribe, leave a review and tell me what you love.

Tell me what you're struggling with so that we can create episodes that actually help you.

And I will see you again next week.

Bye for now.