3 Secrets to Launching a High Ticket Offer In a Crowded market

Transcript: 3 Secrets to Launching a High Ticket Offer In a Crowded market

00:00 How to launch a successful, high ticket or premium price offer to a crowded market if you are not the default guru or expert in your space.

00:11 This is a question I get all the time. We have about 6000 members that we’ve helped in our community, launch successful online businesses with out all the guru crazy countdown timers and, and up sells, down sells, trip wires, all that fake stuff that people use to convince people to buy stuff. It’s about solving a serious problem in a very clear way and using the right process to be able to scale.

00:32 So this is the stuff that works. Let me share with you right now. Step one, (chuckles) you have to have the right message in place. What does that mean? It means a lot of people are selling features or benefits and not focused on an ultimate transformation. The thing that your clients can’t afford not to do. And if you’re wondering why the web is full of offers about weight loss and growing sales revenue it’s because from the beginning to the end of time people pay serious money to solve serious problems.

01:02 So, a lot of folks that, that solve ah maybe you do SEO for B2B or maybe for B2C you offer your fitness trainer. Your focused on the features and benefits like we have the worlds best fitness equipment or the shortest workouts or we have ah, we help you get in the top of Google. We have an advanced SEO strategy or we offer a website builder that has the most simple interface. No one cares about that stuff. No one cares about a menu of the things you could do. No one cares about how you get the results. They care about the ultimate outcome and investing in themselves or their business to get there.

01:35 So, I remember the famous Jay Abraham saying, “People don’t pay for…,” you know, what is it? A hammer or a nail, they pay for a hole in the wall. I think that’s half the story or at least two thirds. They’re paying for a hammer and nail so they can put a hole in the wall and build a playhouse and be a hero to their kid and spend more time with their children have hel- happier and healthier life and family, okay? It’s really important if you don’t sell something that is super, super tied into their revenue, their pocketbook, their bank account, or their P&L you have to message your products in a way that ties into that. Okay?

02:07 So, you have to think about who you- your clients want to become by working with you not how you help them because nobody cares. Super, super important.

02:15 Next, you have to have the right model, um, so number one is the right message. You have to really focus on the transformation and solve the serious and important problem. Number two is the model. There a lot of ways you could monetize your knowledge. You could launch a course in membershot- um, sorry, membershite… membership site, you can do group or one-on-one consulting, coaching or done-for-you services but I’ll tell you, if you look at something I call the 1% rule the answer becomes really, really clear.

02:41 The 1% rule is in the worst case scenario, only 1% of your customers purchased, what would your ROI be? So, let’s say you’re paying $10 for a lead. So you go spend a $1000 on marketing you’d get 100 leads, right for $10 a lead and only 1% purchased. Well, if your product was a $1000 course, like a lot of people are pushing as the way to launch a successful business, you’re going to break even at best, okay. From all the people that have to sign up for your webinar and actually show up, which now is about 35%. Go through all your funnel. You through all the fake countdowns and things you don’t feel good about in the first place, um, what if you took the same $500-$1000 course and bundled it with coaching in a group format to actually help them. Now you’re talking about $5000, okay.

03:27 And a lot of people push back there, they go, “Well I can’t charge $5000 for what I do.” But think about it, if the people that struggle to charge more are focused on the features and benefits. You know I just spent about $3000 for an exercise bike, a Peloton. Go to Peloton, check out their branding, Peloton. My wife wanted the exercise bike, I was like, “It’s three grand.” But, after the research and focusing on who we wanted to be, the intimacy we want to have in being able to working out together. The time we’d save and, and the outcome of feeling and looking our best and having higher energy in business. We paid three grand for a bike. It has li- ah, ah, there’s some aspects that make the bike better and more unique but they don’t sell based on features.

04:09 They could say… you know if they were focused they could say, “Our bike has the most ah, simple to use um pedaling system.” The benefit could be that you could work out… you can start as a beginner with no biking experience and workout. But, the transformation is game changing cardio from home. Like let’s change the industry and who you are and who you can be.

04:34 Think about that. If you look at any brand in the world, from Bentley to Rolex to Louis Vuitton, their all in crowded spaces. There are tons of cars, watches and purses but they’re focused on the lifestyle, the transformation, the image, the persona of the customer. Who they ultimately want to be, where they want to go not that we use you know, Bulgarian stitching to make our purses, okay. If they do talk about benefits, which is important, um… if you read Joe Sugarman’s um, Adweek what it is, copywriting book, it’s awesome. They talk about um, if you have a very complex product you advertise the simplicity if you have a very simple product you advertised complexity.

05:11 So, you’ll see Rolex talk about the fine Swiss gears that are built on top of the Alps, you know, on the back of the yak (chuckles) but that’s not important. They focus on, and this pertains to you if you’re looking for their most exclusive confidence building time piece, okay. So, think about that.

05:29 The last piece, so this you now, do you have the perfect message that solves a serious problem and articulates it in the right way? Number two, do you have the right model you can actually scale and actually help people get results? And number three, the right process. How are you going to go and create content like this to build an audience and then build leads and capture people and get them into a strategy call or on a webinar or some other conversion event.

05:54 Well, as you’re watching this video, all I’m doing is I’m creating this video to have people engage with this post or watch a percentage of the video. I’m just building an audience. If you don’t know who I am before you watched this, hopefully you think I kind of Harry Connick but a little bit chubbier. But, you also feel I might know my stuff and I might even provide value during this session. So maybe in a few days you’ll see another opportunity to watch more content or to attend something like a webinar or to do a strategy call with somebody on our team.

06:24 But we don’t… we’re not… we don’t care, we’re not bidding for content like this on leads or purchases or strategy sessions, we’re simply taking our process, taking our product and looking at our product in terms of all the questions we can ask and answer for people. All the small little problems that add up to the bigger problem that we solve.

06:45 So if you just simply map out your clients journey from point A to point B, all the steps they have to go through. You have dozens or hundreds, or thousands of ideas, FAQ’s and search terms that could be answering, you just answer a question like I’m doing right now, “Hey, how do you actually launch a high ticket offer in a crowded place if you’re not an expert or not the authority?” And I told you the main steps of how to do that and then you have a call to action, that’s a soft call to action. Meaning, if you want to learn more, if you’re still watching this video for some ungodly reason you can click below and attend a training or go to our website or get on a strategy call, whatever call to action I choose to put here.

07:21 But, that’s how you do it. You need the right message, you have to solve a serious problem and focus on the transformation of your audience not the features or benefits. You have to choose the right business model, one that can allow you to actually pay for traffic to scale. Something that’s several thousand dollars or more and the right process to simply use content to create an audience before you try to generate leads and not go to everybody in the bar and say, “Do you want to get married?” Or get intimate you have to actually have a conversation first or you’re going to get slapped in the face.

07:52 So, um, build an audience first and then re-target those people. So, build and audience of 10 or 20 thousand people this month and sometimes you’ll pay, you know, five cents per person to do that. So a really good strategy. Message, um, the um, business model and process.

08:10 Hopefully that’s helpful.