Becky explains why people can obsess over your content—opening emails, saving posts, lurking like detectives—and still never buy. Spoiler: it’s not your offer. It’s friction.
She walks through 7 evergreen mistakes that quietly kill conversions:
- Treating everyone the same (no segmentation = irrelevant messages)
- Ignoring engagement signals (someone clicked your link… and you did nothing about it?)
- Only selling during launches (then going silent for months)
- Blank-screen content paralysis (no repeatable system = constant overwhelm)
- Deliverability disasters (spam traps, bad list hygiene, nobody sees your emails)
- No backend offer (they bought once… now what?)
- Robotic automation (chatbots that annoy instead of help)
The fixes? Simple, doable, real-life friendly: basic behavior segments, human follow-up after clicks, evergreen pathways with clear next steps, a repeatable email framework, list cleanup + reply-driven engagement, one simple backend offer, and DM flows that guide people to an actual decision.
She closes by teasing her V.I.B.E. framework (Vision, Ideation, Build, Evergreen + Evolve)—the system that keeps your marketing working consistently without you being “on” 24/7.
Bottom line: Stop launching harder. Start removing friction.
Becky Beach Show — Podcast Transcript – Episode 99: 7 Evergreen Mistakes Killing Conversions
You know that feeling when you write something you’re actually proud of… and then nobody buys? Yeah. That used to be my entire business. Today I’m sharing the 7 sneaky mistakes that were killing my conversions—and how I finally fixed them without turning into one of those “always launching” people who make me tired just looking at them.
Intro music and animation—
Hey friend, welcome back to The Becky Beach Show. I’m Becky Beach, and honestly? I’m so glad you’re here because I need to talk about something that’s been making me a little twitchy.
Okay, real talk for a second.
Have you ever written an email that you were weirdly proud of? Like, you hit send and you’re thinking, “Okay, that was actually good. I didn’t totally embarrass myself this time”…
And then you check your stats the next day and it’s like…
Nothing. Crickets. Tumbleweeds rolling through your inbox.
Or—and this one stings differently—you post something that people are *saving* and *sharing* like it’s the secret to world peace…
They’re commenting “THIS!” and “Saved!” and you’re doing a little victory dance in your kitchen…
And then when it’s time to actually *buy* the thing?
Suddenly everyone’s got amnesia. Or they’re “just thinking about it.” Or they’re busy. Or Mercury’s in retrograde. Whatever.
If that’s you… that used to happen to me too!
And here’s what I want you to know: You’re not bad at sales. You’re not annoying (even though that voice in your head keeps saying you are). And you’re not “doing it wrong.”
Most of the time, if people are stuck in that *almost buyer* phase—you know, where they’re interested but not like, pulling out their credit card interested—it’s not because your offer sucks.
It’s because there are some sneaky little mistakes happening in what I call the consideration stage. That weird middle zone where people already know you, they kinda like you, they’re lurking around your content like a friendly ghost… but they’re just not *moving*.
And the really annoying part?
These mistakes don’t even *look* like mistakes.
They look like normal marketing. Like “what everyone does.”
So today, I’m gonna walk you through 7 evergreen mistakes that are quietly killing conversions in the consideration stage. And I’m gonna be honest—I’ve made most of these myself in the past.
Don’t judge me.
And then at the end, I’m gonna tease something I’ve been working on called the V.I.B.E. framework, which is basically my attempt to create a system that doesn’t require me to be “on” all the time or depend on motivation and the perfect amount of coffee to make my marketing work.
Because spoiler alert: I am not always motivated. And my coffee situation is chaos.
Alright. Let’s get into it.
—
**First, what the hell is “consideration” anyway?**
Good question. I’m glad I asked myself that. 🤣
Consideration is the phase where someone isn’t a total stranger anymore.
They’re not like, “Who’s Becky Beach? Is that a person or a beach-themed protein bar?”
They’re more like, “Oh yeah, I know her. She’s the one who talks about that thing.”
So they might:
• open some of your emails (not all of them, but like, the ones with good subject lines)
• watch your stories when they remember Instagram exists
• binge a few of your posts at 11 PM when they can’t sleep
• listen to your podcast while folding the eleventy billion loads of laundry they’ve been avoiding
• click around your website and then close the tab because their kid just spilled something
• lurk quietly in the background like a little raccoon in the bushes
No judgment on the lurking, by the way. I *love* a good lurk. Some of my favorite people started as lurkers.
So they’re interested. They’re watching. But they’re not committed yet.
And when conversions are low at this stage, it usually means there’s friction somewhere. Or confusion. Or they’re not getting the right nudges at the right time. Or all of the above because life is fun like that.
Okay. Here are the seven mistakes. Buckle up.
—
**Mistake #1: No Segmentation**
Okay, friend-to-friend… if you’re sending the exact same email to everyone on your list, we need to have a gentle but firm conversation.
Because your audience is not one giant blob of humans who all want the same thing at the same time.
You’ve got:
• Brand new people who signed up yesterday and barely know what you do
• Warm people who’ve been quietly watching you for weeks (hi, lurkers!)
• People who clicked your sales page *yesterday* and are clearly interested
• Past buyers who already trust you
• And—let’s be honest—people who signed up in 2021 for a freebie and haven’t opened a single email since the dawn of time
And when *everyone* gets the *same* message… it lands like “meh.”
Not because you’re a bad writer. You’re not.
But because it’s not *specific* to where they are in their journey with you.
The consideration stage is all about people thinking:
“Wait, is this actually for *me*?”
“Does this solve *my* specific problem?”
“Can I trust this person?”
And segmentation—even super simple segmentation—makes your emails feel personal without you having to personally write 47 different versions of the same email.
I know what you’re thinking. I can hear it from here.
“Becky, I’m barely sending emails *as it is*. Now you want me to segment? Do I look like someone who has their life together?”
I get it. Same, girl, same.
But here’s the thing: segmentation doesn’t have to be some complicated, NASA-level operation.
Start stupid simple. Like, so simple you almost feel silly about it.
Behavior-based buckets:
• People who clicked your sales page = “interested” (these people raised their hand, friend)
• People who watched your training = “warm”
• People who bought from you = “client”
• People who never open anything = “sleepy” (or “probably dead but I’m not sure”)
That’s it.
You don’t need 47 segments. Even just *two or three* will increase your conversions because people actually feel *seen*.
Because they are.
And when someone feels seen? They’re way more likely to say yes.
—
**Mistake #2: Ignoring Opens + Clicks**
Okay, this one… this one makes me a little crazy.
Because your email platform is *literally* giving you clues. Like, it’s handing you the answers to the test and you’re like, “Cool, cool… anyway, what’s for lunch?”
Your audience is *telling* you what they care about through:
• Opens (curiosity – “ooh, what’s this about?”)
• Clicks (intent – “okay, I’m actually interested”)
So if someone clicks your pricing link?
That is not casual. That’s not an accident. They didn’t butt-dial your link.
That’s a raised hand. That’s someone saying, “Okay, I’m seriously considering this.”
And if you never follow up with that person?
It’s like someone walked into your store, picked up the product, read the label, looked at the price, nodded thoughtfully… and then walked out.
And you just stood there like…um…
“Have a nice day, I guess!”
I’m not saying you need to be creepy about it. I’m not saying you need to hunt them down like a telemarketer who got their number from the dark web.
I’m just saying… human follow-up.
Simple examples:
“Hey! I noticed you checked out the details—want me to help you figure out which option makes the most sense for you?”
“If you’re trying to decide, here are the 3 questions I’d ask myself before choosing.”
“If you got stuck on price, timing, or just general ‘can I actually do this’ doubts—this email might help.”
Clicks are conversation starters.
And people in the consideration stage? They need a little guidance. They’re not mind readers. (Unfortunately. That would make this so much easier.)
—
**Mistake #3: Launch-Only Sales**
Okay, real talk.
If the only time you sell is during a launch… your revenue is gonna do that fun rollercoaster thing where you’re either at the top screaming “WHEEEE!” or at the bottom eating stress snacks and wondering why you chose entrepreneurship.
It looks like this:
Big week! Money! Excitement! You’re a genius!
Then… silence.
Then… panic.
Then… you’re stress-scrolling Instagram wondering if you should pivot to selling essential oils.
Then… another launch.
And listen, I’m not saying launching is bad. Launches can be great.
I’m saying this: Your audience doesn’t make decisions based on *your* calendar.
They make decisions based on *their* calendar.
People decide to buy when:
• They finally get fed up with the thing that’s not working
• They have a particularly hard week and they’re like, “I literally cannot keep doing this”
• They get paid (or their tax refund hits or whatever)
• They see the same message from you for the *12th time* and it finally clicks
• They’re finally ready to be the person who actually follows through this time
If you only open your cart twice a year, you’re basically telling your warmest, most ready-to-buy people:
“Okay, but like… wait.”
And when people wait… they cool off. Or they forget. Or life happens. Or another offer shows up at the exact right time and they buy from someone else.
And you’re sitting there like, “But they were *so close*!”
Yeah. They were.
So what’s the fix?
Evergreen pathways.
Not “always selling” in that gross, pushy way that makes everyone uncomfortable.
Just… consistent opportunities.
Like:
• A welcome sequence that actually leads somewhere (not just “thanks for subscribing, bye!”)
• A mini-series that naturally invites the next step
• A simple “start here” pathway on your website
• Periodic gentle reminders that your offer exists and it solves an actual problem
It’s not pressure.
It’s clarity.
There’s a difference.
—
**Mistake #4: Blank-Screen Block**
Okay, I’m gonna say this with so much love.
Blank-screen block is not a personality trait. It’s a system problem.
If every time you sit down to write an email you’re like:
“What do I even say?”
“Do I even have thoughts?”
“Why is this so hard?”
“Why can’t I be one of those people who just casually writes a beautiful email in 12 minutes while simultaneously making sourdough and homeschooling their children?”
Yeah. That.
I’ve been there. I’ve *lived* there. I had a vacation home there for a while. 🤣
And here’s the thing: When you don’t have a repeatable way to create content, you stop being consistent.
And inconsistency absolutely *kills* consideration conversions because trust is built through repetition.
People need to hear the message more than once.
They need to watch you show up.
They need to see the connection between their problem and your solution… multiple times… in multiple ways.
It’s not because they’re slow. It’s because they’re *busy* and distracted and also trying to remember if they already fed the dog this morning.
So the fix isn’t “try harder” or “be more creative” or “manifest some motivation.”
The fix is: Stop reinventing content from scratch every single time.
Here’s a dead simple email framework I use all the time:
1. **A real moment** – Something you noticed, something a client said, something that happened to you, a random thought you had in the Target parking lot
2. **The reframe** – “It’s not that you’re bad at this—it’s that you’re missing X” or “Here’s what I realized about that”
3. **One tiny step** – Something they can actually do (not 47 steps, just one)
4. **The invitation** – Your call to action (and it doesn’t have to be “BUY NOW!!!”)
That’s it.
You’re not writing the next great American novel.
You’re building momentum.
—
**Mistake #5: Spam Traps**
Okay, this one isn’t sexy or fun, but it’s *important*.
Because if your emails aren’t actually *landing* in people’s inboxes… literally nothing else matters.
Like, you could write the most beautiful, conversion-optimized, perfectly segmented email in the history of email…
…and if it goes to spam? Cool story. Nobody saw it.
Spam traps can happen when:
• You have bots or junk email addresses coming through your opt-in forms
• Your list has a ton of people who *never* open anything (we talked about those sleepy folks earlier)
• You keep emailing completely unengaged subscribers forever and ever amen, hoping they’ll wake up someday
Here’s the deal: Inbox providers are paying attention.
If people consistently don’t open your emails? If they don’t click? If they ignore you long enough?
Your deliverability can tank. And you’ll be sitting there like:
“Why does it feel like nobody’s seeing my emails anymore?”
And the answer is: They might not be. Not because they don’t want to. But because Gmail decided you’re not important enough for the inbox.
Rude, but true.
The fix vibe:
• Regularly clean your list (I know it’s scary, but I promise it’s worth it)
• Re-engage people with a “Do you still want these emails?” campaign
• Actually remove the dead weight (I know, I know, but that subscriber count is a vanity metric anyway)
• Make sure your opt-ins aren’t attracting low-quality subscribers (looking at you, “Win a Free iPad” freebie)
* Ask your list questions and say “hit reply and let me know what you think about this” When you ask your list questions and they email you back, it improves the chance you will land in their inbox next time, instead of promotions or spam.
I know it feels terrifying to remove subscribers. Like you’re throwing away potential.
But you don’t need a big list.
You need a list that actually *receives* what you send.
Quality over quantity. Always.
—
**Mistake #6: No Sexy Backend**
Okay, stay with me here.
If you have one main offer and that’s it… it’s like hosting a dinner party and serving an amazing main course but then never offering dessert.
People buy from you. They get results. They trust you. They’re happy.
And then… there’s nowhere for them to go next.
So they just… leave.
And you’re starting from zero with a completely new person every single time, which is *exhausting*.
Your sexy backend doesn’t have to be complicated or fancy.
“Backend” just means: After someone buys, what’s the next step?
Because here’s the truth—the *easiest* person to sell to is someone who:
• Already trusts you (check)
• Already got a win with you (check)
• Already knows your style and likes it (check)
• Already pulled out their credit card once (check)
If you don’t have a backend, you’re leaving so much money and impact on the table.
Backend options could be creating an automated email sequence triggered after their first purchase that sells:
• A membership
• An advanced program
• An upsell call
• A similar product they might like
I have sexy backends in my Shopify and other stores that fire an automation to sell more products based on what is purchased.
Even just *one* next step can stabilize your revenue and increase lifetime value without you doing more marketing.
You’re not being greedy. You’re being helpful.
There’s a difference.
—
**Mistake #7: Chatbot Miss**
Let’s talk about ManyChat chatbots and DMs for a second.
Chatbots with ManyChat can be *amazing*. Or they can be the reason people ghost you and never come back.
The “chatbot miss” happens when:
• The messages feel super generic and robotic
• It dumps a link way too early (like, “Hi!” “HERE’S MY THING BUY IT”)
• It doesn’t actually guide people anywhere useful
• People get stuck in DM limbo and you never know what happened to them
• The whole thing feels like “Cool, thanks for the info I didn’t ask for”
Here’s the truth: In the consideration stage, people don’t need *more information*.
They have plenty of information. They’ve probably been researching this topic for six months.
They need help *deciding*.
So your bot (or your DM strategy) should do three things:
1. Clarify what they actually want
2. Direct them to the best next step *for them*
3. Create a simple yes/no moment (not a “maybe I’ll think about it” moment)
Example:
“Are you looking for the quick-start option where you can get going this week, or the full-support option where we work through it together?”
Now they’re *choosing*.
Not wandering around like they’re lost in a corn maze.
It’s subtle, but it genuinely moves people forward.
—
**Okay, so what’s the antidote?**
Here’s what I realized about all seven of these mistakes:
They all create *friction* in the consideration stage.
And friction makes people delay.
They don’t say “no.” They don’t unfollow you or tell you your offer is trash.
They just say “later.”
And “later” is where conversions go to die. Right there in the graveyard next to “I’ll start on Monday” and “I’ll get to that eventually.”
That’s why I created the V.I.B.E. framework.
And no, it’s not another acronym that sounds smart but doesn’t actually help. (I hope. I tried really hard.)
V.I.B.E. is my attempt to create a simple, repeatable system you can use. It stands for Vision, Ideation, Build, and Evergreen + Evolve.
It helps you avoid:
• Living in constant launch mode
• Guessing what to write every single time
• Chasing people in the DMs like you’re a detective solving cold cases
• Depending on motivation, caffeine, and the alignment of the planets to make your marketing work
It’s a system.
And it’s built for real life. Like, the kind of real life where you’re doing this between school pickup, making dinner, folding laundry, and trying to remember if you already washed your hair this week or if that was a dream.
I’m gonna share way more about V.I.B.E. soon. But if anything I said today hit a nerve—in a *good* way, like an “oh my God, yes, THAT” kind of way—just know this:
There’s a fix for this. A clean, simple fix.
You’re not broken.
Your funnel just needs better flow.
—
**Recap** (quick and punchy because I know you’ve got places to be)
Alright, super quick recap of the 7 evergreen mistakes killing conversions in consideration:
1. No segmentation
2. Ignored opens and clicks
3. Launch-only sales
4. Blank-screen block
5. Spam traps
6. No backend
7. Chatbot miss
If you want to be the kind of business owner who sells *consistently* without feeling like you’re constantly starting over or convincing people from scratch…
This is the stuff to clean up.
And the good news? You don’t have to fix all seven at once.
Pick one. Start there.
Tiny steps add up *fast*.
Alright, friend. I really do appreciate you being here.
Go do something nice for yourself. You’ve earned it.
Thanks so much for listening! Please leave a comment or review. Have a great day! Goodbye!
