The Anatomy of a Successful High Ticket Offer (Ep#9)

If you're a team of one, building a sustainable business from low ticket (cheaper) offers is exhausting.

In this episode I talk about adding a high ticket (higher price, higher value) programme to your offer suite.

We go through how a high ticket offer can benefit your business, and, critically, how to create one that people actually want to buy.

Oh and you get to find out why I was disqualified from school sports day!

You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validate

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Transcript

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Imagine making more money with fewer sales. Low ticket offers could be fast, fun, and a great way of supporting a lot of people, but it can also be a lot of hard work to sustain a business on lower ticket offers. If you don't have the audience yet, or the capacity to come up with new ones all the time. And even if you do the constant hustle and pressure to sign up, even ever more people can be exhausting. One solution adding a higher ticket offer to your business today, we're going to look at what high ticket offer could bring to your business. Um, and what you need to be aware of before setting one up and unleashing it onto the world. Stay tuned to the end. Well, I'm going to give you a tip for how to find the perfect topic for your high ticket offer. Using marketing to persuade people to buy your thing is hard, icky and not an effective use of your time. It's an upside down way of doing things. Introducing Upside Up Marketing. Helping you create offers people want to buy and share them in a way that feels good. All over a nice cup of tea. Hello and welcome to the upside. Marketing podcast. I'm your host, Katie Spreadbury and I support businesses just like yours. Create offers that people are excited to buy. So you can ditch the pushy marketing tactics and run a successful business in a way that feels good. Both to you and the people you serve. I wants to start, stay by telling you. Um, a lesson that I learned in business not so long ago. So I decided I wanted to run a new workshop and, um, I called it. Um, creating great offers, so good. It sells itself. It pretty much sells itself. And it was a precursor to what I'm doing these days, but I thought I'd worked. I'd be a great way. I can reach more people. I can get some sales in, uh, and, um, it's going to be fun. And it was fun. It was a lot of work. You know, I had to write the sales page, come up with the email campaign. I had to write the workshop itself or deliver it. Um, I think I did a Q and a, um, follow up, which, um, I needed to deliver as well. Um, it was an awful lot of work and it was fun. I'm not denying that. And it was the precursor for everything I'm doing now. But in that moment, all that work. I think I priced it at about 27 pounds a ticket. It was a success. I made more sales than I'd ever made of anything else at that point. Um, which is, which was really reassuring because, I mean, if you want to pile pressure on yourself, here's a tip, make your offer about creating offers that sell, and then sit back and just hope the sales come in. It was a, it was a scary time, but no, it was so better than anything I'd ever made before. Thank goodness. And, um, it was brilliant, but because I'd priced it just 27 pounds a ticket. In sales that month I made. 305 pounds. Which, um, that was say it was so before expenses of like my VA to set up the, uh, sales page and the tech, not to mention the time I spent on it, when I could've been doing something else. Now. It was brilliant. I did enjoy it. I don't regret doing it, but as a long-term business strategy, I could see that just wasn't viable. Um, So it's, you know, Low ticket offers are a great thing to have in your business, but sustaining a business long term. You're probably going to need a little bit more, unless you have a massive audience or you are really, really good at coming up with multiple low ticket offers that don't take much to deliver and you can afford to bait pay copywriters to do the, um, You know your emails about them and your sales pages, et cetera, et cetera, et cetera. Then it's a great business model, but if you're, if it's just you on your own is hard work to sustain a business on low ticket offers. So today I wanted to talk to you about high ticket offers now by high ticket. I mean, anything that your audience would have to think really hard about before spending that much money? Um, in some industries, this could be a few hundred pounds in some industries. It could be hundreds of thousands. Now, when I'm talking about introducing a high ticket offer into your business, I'm thinking something that costs. Um, enough that it would more than sustain you for the amount of effort that you have to put into setting it and delivering it. But in terms of, um, the marketing point of view and the creating the offer point of view, which is what we're going to be talking about today essentially is, and I think that is a bit of a risk or a bigger risk for your audience to buy into. So anything they're going to have to think really hard about and be really convinced with before partying with that much money. However much that ends up being for you in terms of how much you would charge for it. This episode will help you launch an offer that brings him more money, more easily, so you can increase your profits and your impact. And if you already have a high ticket offer, listen on as well, because the tips I'll be giving you today will help you increase your sales of that offer even further. So let's start just briefly by covering why having a high ticket offer in your business is a good move. The first one is, um, I know a lot of you like me are in this for the impact that you can make on people and having a high ticket offer allows you to provide a more in-depth. Uh, personalized experience with each person. It allows you to go deep with every client you work with. And make a huge impact on them. A high ticket offer allows you to give the very best version of the transformation that you can support people to, to make. And to change lives. Something that's very difficult to do with a 97 pound workshop. Um, secondly, it positions you as an authority, whether you've sold the offer or not just having it. There shows people, you value your services and the transformation you can provide. And that gives them the confidence that what you have is worth their attention. And 30 financially, it just works. Typically higher ticket offers would involve more of your times deliver not necessarily, but more often than not, they will. Um, so you need to make sure you price it accordingly, but if you've got a target of say, Um, you want to make 5,000 pounds in sales per month? Does it sound easier to sell a 200 pound offer to 25 people? Or a 5,000 pound offer to one person. Or if your offer is like really low ticket, say 20 pounds, you'd need 250 people to make your sales target. And I don't know about you, but to me, that sounds exhausting. That is going to be really, really difficult. But even taking that. All that into account. Most commonly, what I'm seeing among businesses is businesses who have a multitude of low ticket offers that they've created to generate some cashflow because their high ticket offer isn't selling. Yeah. Have you ever been out or we're getting towards the end of the month? We haven't made our target. This, we haven't made our target yet. Let's put out a workshop, let's put out some digital product or something that we can just get some cash coming in so that we get a bit close to the target this month. Um, so they've generated all these low ticket offers to get some cash in because the high ticket offer just isn't selling as much as they want it to. But ironically, then they have to pour so much effort into these low ticket offers. It leaves them with no time to look at why this high ticket offer isn't selling and to fix it. So if you're either looking to add a high ticket offer to your business and you want to avoid that trap, or if you have a high ticket offer, that's not setting quite as well as you'd like. This episode is for you. I'm going to share the five essential elements that every high ticket offer needs. If people are going to buy it because a higher ticket offer is a higher risk for the buyer. They need to be sure that it's going to be for them and it's going to get them the result. They need to be sure. Now I've talked in some length about the main three reasons that people who are perfect for your office still don't buy it. Um, in an earlier episode of the podcast, episode one, actually. So go back and check that out. If you haven't watched it yet. Um, once you've finished watching this episode. But essentially it boils down to the, for whatever reason they don't believe they're going to get that result. Either see the relevance to their situation. So they don't think it's going to translate to their unique circumstance. Um, they don't trust you to deliver what they need or perhaps they don't trust themselves to actually see it through. Um, or it doesn't look like it'd be anything new to them, they think, oh yeah. But I, I know how to do that and what I know currently isn't working. So I don't think this program is going to add to that. So whether they think it's actually going to bring anything new or a new perspective onto what they already know. To make sales, your offer needs to help them clear these hurdles. And if it's a high ticket offer, those hurdles are just set that bit higher. True story. As a 15 year old, uh, we will have to sign up for what we wants to do at sports day. I didn't want to do anything so I procrastinated on it, but at the time I got there, the only thing left on the list was hurdles. I never done hurdles in my life before. Uh, but you know, I put that name down. Uh, I went to athletics club. A few lunchtimes to practice and, uh, yeah, I wasn't very good at it, but I was getting over them. I thought that's fine. Turn up on sports day. I very quickly realized that I'd been practicing on the hurdles that were set for the, at the height for the year eights, the 12 year olds. And, um, I was year 11. I was 15. And, um, I. Was no way I was going to be able to jump over these hurdles, launched, wrote long story short. I panicked, I ran at the hurdles. I pushed them down as they got to them. So all I had to do was step over them as they fell. Um, and I got to the end. It was promptly disqualified. Apparently it wasn't in the spirit of the competition. It is what it is. Um, but in business, there's no one there to tell you that doing things the easy way is cheating. Um, all that by making your hurdles smaller, that you're disqualified, not entering into the spirit of business. In fact, it's encouraged us the sensible way to do things. So today I want you to take you through the five elements that you need to be focusing on with your high ticket offer. Um, which will help you push those hurdles over for your ideal clients. Meaning nothing gets in the way of the right people for your offer, getting the help they need. I caught it, my ASTRA framework, because it helps you create a stellar offer. And I'm going to take you through it now and show you how you can create this high ticket offer that people are actually excited to buy it. And that really, really, um, supports them and give them everything they need. So, Hey in our Astra framework, the first thing you need to be thinking about when putting together a high ticket offer is the amazing transformation you deliver. High ticket clients play pay for transformations, not for deliverables. If you're buying a 45 pound workshop, you can afford to take a chance on that being one nugget of information in there that in that 90 minutes, that helps you. If you're spending thousands, you need a bit more than that. You need to know it's going to change your life in some significant way. So I'm not just thinking about here. There'll be less stressed. They'll make more money. They'll feel healthier. And so on. I want to know what's really changed. So think about their daily life now and think about what it will be like once they've experienced the transformation that you can deliver and look at what's different. So are they less stressed, calmer, happier. Do they feel rich, et cetera, et cetera. Okay, fine. But now take that one step deeper. We want to make this something that they can picture for themselves. Okay. Something. So they are absolutely clear how their lives will be changed and they can picture themselves living that life. Helping them pitcher, it will make it feel all the more relevant and most importantly, it will make it feel all the more possible. So think to yourself if they complete your offer, what are the tangible differences they all see in their day-to-day life? What would improve for them day to day? So this isn't about confidence, empowerment, clarity. You can't picture these, these are fuzzy, warm feeling and people won't pay you for fuzzy, warm feelings. This is about being to dig out on where the genes that they hit at the back of their wardrobe for when I shift that holiday belly. This is about being proud to hand out their beautiful business card at the networking event. Uh, not meekly apologizing because your branding is so rough and ready. You might as well have done it in Microsoft paint. It's them thinking about the dams pinging from people they met at that event who kept their card and followed up because they made such a good impression on them. So there's like the really specific things that you can actually pick to happening. Um, they elicit some kind of emotion. They kind of. They make it real. So I have a little thing. What is that for your ideal clients? So that was the, a. In the Astro now, the S. The second thing to be thinking about when creating your high ticket offer is how it stands out. One of the biggest barriers people have to buying our thing is it's not going to tell me anything new. I've heard it all before. Now you need to show them very clearly why this is not the case, because obviously if they don't think they're going to get anything new, they're not going to buy it because if what they currently know, isn't helping them. Even if you offer all the accountability and support in the world, if they think what they currently know, isn't going to help them, then just having you tell it to them. The site light again, isn't going to move them on. So they're not going to buy it, especially not at a high ticket price. So you need to show the very clearly why this is not the case. Is it your unique method? Can you give you a unique method of name to demonstrate this? Is it your own background experience? Knowledge. How can you showcase this through the most specific examples of why this makes you the most qualified person for them to work with? Is it how your approach aligns with your and their values. For example, skincare for vegans or marketing for ethics driven business owners. Um, so for me, Uh, let's give you an example. It's my, this is my background and skillset. My background is psychology and I have a 20 plus career. 20 plus year career in market research. Um, which has included a lot of advertising evaluations and things like that, looking at how people communicate, how people behave, how people make decisions. So I have a far better understanding than most other marketers and business coaches of how to understand your ideal clients, how to get to the bottom of what they actually need and what they want and how to communicate it. I then stack this with my ethical marketing values. Um, because I only want to work with people who are going to use the superpowers that I share for good and not evil. Um, and the only way you can make ethical marketing work effectively is by getting the understanding the ideal client piece spot on so that your communication could be spot on. So, um, Do you see how that positions, the way I approach this offer creation and a positioning and messaging side of things quite differently to most other marketing and business coaches out there. Okay. So that was S how you stand out. So onto the T and the Astra framework. Cool. T my favorite. For those of you listening on audio. I just had a bit of my tea. The third element, your high ticket offer needs to help ideal clients clear those hurdles to purchasing it is. Can they trust it will work. So another big barrier people have to signing up to things is that they don't trust their land up, getting the result promised in the end. Now there are two strands to trust when it comes to buying this, can they trust that you and your solution will deliver the result, but also can they trust themselves to do their work, do the work and to get the result. Now I won't go too much into the, can they trust your solution because that's sort of covered in the, um, in the, um, in other elements of this Astra framework, but essentially, um, social proof demonstrating your experience. Expertise. Um, you can take this one off quite easily. That's kind of in your hands. You can give them a lot of evidence as to why they should trust you. But what about the second? How can you help them trust in themselves? Unless you're a mindset coach or a therapist. It can feel impossible. You know, you can't get in there and change the way their brain works. Can you, but you've got more influence over this and you might originally think. The key here is to understand all the reasons they might not complete your program or achieve the result and build things into your offer to help them overcome this and then show them that you've done that. So there's no point just doing it, tell them why they did it and what you're helping them overcome. That way you demonstrate how well you understand them and can help them navigate the obstacles they're going to face. Um, for example, I can't do a fitness program. I'm a single parent. I can't get out to the gym becomes this program is online, so you can do it in the comfort of your home. Um, I've done courses before, but I never complete them. We schedule, watch parties and coworking to keep you on track. Making sure you watch the left lessons and complete the work on schedule. So understand what's gonna stop them. Tell them that you've thought of that, tell them what you've done about it, how you're going to help them with it. And that will help them trust themselves that they're going to be able to see this through to the end. Okay. So we've had the amazing transformation we've had making it stand out. We've had trust. Next the R in the Astra framework. Um, the next element, your high ticket offer needs to have to help ideal clients clear those hurdles to purchasing is be relevant. This sounds so obvious, but it's actually quite hard to achieve, achieve the level of relevance you need to demonstrate in order to bring people on board. People don't experience the issues that you solve for them in nice, clean, simple isolation. Their lives are a complex network of things going on. And your marketing needs to reflect this real lift experience for your audience to realize you've created this with them specifically in mind. Relevance is everything. If they can't see themselves in your offer and picture the impact it will have on their lives, they won't be able to buy it. And how well you can do this, ultimately comes down partly to your understanding of the problem you're solving. But mainly. Do you an understanding of how they understand the problem you're solving. So do you see the difference there? It's not how you understand what the problem is that they're facing. It's how well you understand how they see it, how they understand the problem. That's facing why they think I are stuck, what they think is happening, what they think they need to do to fix it. How it's showing up for them and impacting them in their day-to-day life. This is so critical that I go as far. I go so far as to say that if you answer that question, is that it shows up in different ways to different people. You should consider narrowing your niche for this offer. Because if you can reflect back the exact problem they have, sorry. If you can reflect back the exact problem they think they are having and how it's impacting their lives. You will immediately have the full attention as you present your solution. So that's relevance. The final thing to focus on when creating your high ticket offer that people are going to really want to, and be excited to buy. It's all authority. What gives you the authority? The final part, part of the puzzle. It's quite simple. Why should they listen to you? How can you show, you know, what you're doing? And aren't just a charlatan. Who's really good at marketing because unfortunately there are a lots of those out there and you'll most likely find that a lot of your audience have been burned before. Um, so there'll be super vigilant to making sure the next person they invest in actually has the necessary knowledge, skills, and experience. And isn't just really, really good at talking about it. Um, there's a whole host of things that this might be. I'm going to lift this a few here, but this isn't by no musics or stip. So you may have more to add to it. It could be your previous career, particularly if you now sell the services you provided as an employee. It could be your qualifications. It could be all those years. You have of experience. Um, it could be the way you bring to world. Not to my microphone, that it could be the way you bring two worlds together. And for example, a fitness coach and a parent to show you understand their barriers to working out and the opportunities. Um, that com. To share your fitness habit with your children. So how you bring two worlds together. Um, for example, I bring together the worlds of, uh, market research and, um, psychology to help you understand your ideal clients and how to communicate with them. Um, it could be your membership of industry bodies. It could be affiliations. You have, it could be awards. You've won. It could be your life experience. It could be your business success stories. List out as many, um, authority attributes, as you can think of then consider which of these would be most important to your ideal client. If they were making a decision, whether to sign up to your offer. Look at which ones your ideal client will actually care about and focus on those. When, uh, you are answering the question, why should you work with me on this? Oh, ultimately all the points that we've covered here are important for any offer, but when you're selling high ticket, they all become crucial to get those sales. Because like I said, higher ticket is higher risk for the buyer, so they need to be absolutely sure. You need to deliver that amazing transformation. You need to stand out. You need trust, you need to be relevant and you need to be able to demonstrate your authority. Um, why they should listen to you. And if you can do all of these things, you will lower those hurdles right down. And introduce a high ticket offer to your business that increases your revenue without massively increasing your sales and marketing to do list. Now you will have noticed as we went through all of these elements that your high ticket offer needs to have covered off that an understanding of your ideal client. Underlies most of them. And this is where I come in. I'm about to share an exercise that you can do. And to help you decide exactly what your high ticket offer should be focused on. Uh, the transformation, it should be based around, but before I do that, I just wanted to share this free resource that I've put together for you. Um, to help you with validating whether your idea for your high ticket offer is a goer. Um, it gives you three techniques to use, to validate your offer before you launch it, or if you have already launched it, they still work to show you how to improve it. It was show you exactly how to verify that you have an offer people not only need, but actually want, and it will help you, um, understand what those barriers might be to purchasing it. That we talked about earlier in the episode. That, um, you need to sort of build in mitigations for, to help people trust themselves that they're going to be able to get through and complete the, um, complete the transformation. Get the result that your program offers. So you can get your copy of this right now, just by going to www.orangesheepresearch.co.uk forward slash validate that's orange sheep research.co.uk for a slash validate. I'll pop that in the show notes because I know it's quite a long URL. Um, pop that. The show notes, so you can get it with one click. Um, and you can have that first exercise. If those three techniques you'd have the first one up and running and getting you the information you need within five minutes of downloading, they really are that quick and easy to do. And the information you will get from doing this will help ensure you aren't wasting your time on an offer that no one wants, um, and make sure that the way you're describing your offer hits home with your most perfect fit ideal clients. So that's, um, orange sheet research code at UK for. Slash validate to download your copy right now. So I promised you that I would share an exercise to help you determine exactly what your high ticket offers should be based around. And to do this, we want to focus on what transformation are you delivering for your ideal clients? Now I want you to go out today. Your audience and ask the following question. It's 12 months from now. You're drinking champagne. What are you celebrating? Now I have to confess, I didn't actually come up with this one, myself. It was suggested to me by a sales strategist called Leah. Um, I'm sorry, Leah, I can't find your surname anywhere. But if I find where your links are, I will credit you at a future episode and add your links to the show notes, because it was such a great idea. I thought this question is just so eloquently PERT. Um, I'm really allows for deep visualization of the moment and what might've happened to prompt this glass of champagne. So, um, so yeah, I'd like to just go out and ask your, I asked your audience today. As 12 months from now, you're drinking champagne. What are you celebrating? And the answers you get will help you highlight. What's the priority for them in terms of what they hope to change in their lives. And now when you get some answers back there, I want you to be thinking about how you can take them closer to that reality. How can your skills help bridge that gap? Think outside the box, it might not always be obvious. And as always, don't just accept their first answer. ask for details, start conversations and learn from the answers. And you can use all of these when you're messaging your high ticket offer. Because when you start to have conversations like this with your ideal clients, You might just see an angle you hadn't noticed before a bit of nuance that takes your, takes your transformation, your promise from something generic that everyone else promises to something that's really particular to you. One tweak. That one tweak at how you look at your offer might just change everything. I do. Let me know how you get on. Don't forget to hit subscribe. So you never miss an episode. Uh, keep marketing upside up and I will see you next time.