The Truth About Low-Ticket Offers: Do They Really Cannibalize High Ticket Sales?

0:01 Welcome to The Coaching Equation brought to you by Empire Partners and hosted by Ryan Lang and Brooke Bishop. Our mission is to help you build a profitable and impactful coaching business by cutting through the noise and all the expert advice to deliver tried and true actionable insights that you can deploy in your business today. Each week, we bring on expert guests, unveil cutting edge tactics and strategies, and share the secrets and stories that we've gathered from working with the most successful coaching companies on earth. Welcome back to the Coaching Equation Podcast.

0:41 I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder and co-host, Brooke Bishop. And today's episode, we're digging into what can be a little bit of a touchy subject in the world of high ticket sales. And that is... Low ticket offers. Are they actually ruining your chances of selling more of your high ticket program or your high ticket product? It's a question that's been asked a lot of times. There's a lot of posturing around this question. And in today's episode, we are going to cut through the noise and all the bull crap. And we are going to give you the real skinny on low ticket offers, high ticket offers.

1:22 Can they play well in the sandbox together? And if you're going to do it... The five most important mistakes to avoid. This is episode 46 of the Coaching Equation Podcast. Welcome back to the Coaching Equation Podcast. I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder and co-host, Brooke Bishop. What's up, buddy? Welcome to another episode, man. Let's go. Welcome to another episode. This one is inspired by a question, actually, that I got recently, but that we actually get quite a bit around here, both from clients internally and from people who are not clients.

2:02 We hear this a lot. And I think that there's this question about, should I have a low ticket offer if I, if my primary program is a high ticket program? And I, There's a rhetoric that's out there, man, that I think is still being perpetuated today, especially inside of the high ticket sales community, that if you have a low ticket offer, you are going to cannibalize your high ticket sales. your high ticket sales. And I want to hear before I open my mouth about this, I want to hear from you.

2:43 First of all, I mean, do you think that's true? And if so, why? If not, why not? Yeah. So I, the way, I mean, this is my opinion perspective of, of how I perceive offers in this. There's a lot of times that we'll see coaches or anybody in business that because they're bored or because maybe they're not getting the result that they want out of their existing offer. They think they just need to go create something that's less expensive. And in my opinion, that's not the best of reasons to do it. So my thought process around it is really around what is the outcome that it's supposed to give you? And then from my seat, it's usually where are we going to be using it?

3:27 That to me is probably one of the most important components is... where are we going to use if it's a low ticket offer? Are we using it as a front end offer? Are we using it as a back end offer? Are we using it as a drop offer? Is it something to accompany? Is it filling the gap and a need for our clients? But really figuring out like where position wise, where is it in the journey? And is it in alignment for what we're doing? Right. So it seems to me what you're saying is that there that there is room for it, that we can do it, that it doesn't have to cannibalize the high ticket stuff as long as we do it the right way and it's positioned in the right place. Yes. So I want to start here.

4:07 Let's let's talk a little bit. And first of all, I agree with you 100%. I think that the idea of low ticket offer cannibalizing your high ticket offer, if that's actually happening, you're doing it wrong. That's that's the truth. That's actually happening. So let's talk about let's talk about. where in our, let's talk about where in our offers or how we use it so that it doesn't cannibalize. Let's start there. Yeah. So it might make sense if we talk about some other people who have done a good job with a low ticket offer. We've got some different examples that we can play with here. But going back in time, we're working with a gentleman named Brian Buffini.

4:50 So if you guys don't know who Brian is, huge in the real estate coaching space. At that point in time, it was the largest coaching company on earth. So we had over 350 coaches at that point. So very large organization. Now, their primary coaching offer was everything that they were marketing to. Actually, most of what they were marketing to was their events. But then when you went to the event, their low ticket was something that was included in their high ticket offer. So instead of it being like you started this low ticket thing and then you go into a high ticket back end type of a setup, it was, hey, our core offering has the pieces to the puzzle that you need in order to get the outcome that we're promising.

5:33 If they hit objections, they use that low ticket as their drop offer, which was in essence, you can't go to our core offering at the very least. Like if you're not doing our drop offer, more or less you're an idiot or you're not even in the game if you're not even doing this lower ticket piece. Now, part of the brilliance of that was it was a very clean path that was always still speaking to the same outcome, to the same ideal client avatar. The result and the destination was the same. The drop offer to kind of put context around this, if their core offer was like taking a private jet to the destination, the drop offer was like taking the train.

6:15 Got it. Still going to get you to where you want to go. It's just not going to go as fast and it's not going to be as comfortable and you're not going to have first class experience. I love this as an example. And I think that it also speaks to the concept that... And this is one of the reasons that I would contend that a low ticket offer, when done right, is actually a vital piece of your business. Because if you've listened to this show before, you've heard me at some point or another talk about customer journey, customer value journey, that kind of thing. And the truth is that every single person who you're going to interact with in your business that comes in via their email address or, you know, text, however they make it into your business, every single one of those people is at a different place in the customer value journey.

7:03 Some of them have been aware of you for a really long time and they just haven't done anything. Some of them were never aware of you at all until today. Some people are kind of stuck in the middle of there somewhere, you know. And one of the things that we've talked about many times on this show is the idea that like, hey, if you are pounding your fist on the table... And just going only a high ticket offer and I'm only, you know, this goes into another conversation about like sales follow up, which we're not going to get into today. But, you know, you go into a high ticket offer and I'm going to sell it one time on a phone call and that's going to be it. It's the equivalent of walking into the bar and going, hey, you know, finding that amazing looking woman and going, hey, baby, let's get married and then being pissed off when they don't want to do it.

7:51 And the low ticket offer, one of the things that I love about it is to your point, yes, slower route. The other thing that it can do, though, is it kind of along the same lines is that your high ticket program, high ticket offer should really solve the big problem. And one of the things that a really effective low ticket offer can do is to solve a little bit more of a micro problem. Like you can have completely free, which would be lead magnet. You know, that's a download that's going to solve a micro micro problem. Should anyway. A good one will. And your low ticket offer can be a little bit of a stepping stone between your free lead magnet and your high ticket offer.

8:34 And here's one of the reasons that I love this is that you have an opportunity to really build a foundation of trust with someone that walks into your ecosystem and then upsell them not on marketing, but... but on trust. Now, all of a sudden, they've done something, they've seen that, you know, you've given them something that works, you've given them something that's effective, you've given them something that's caused a shift. And now they trust you. And now they're more interested in the high ticket thing. So I think the idea of whether we're talking slower journey or, you know, building trust through, you know, showing that that we've got expertise, even when we solve a smaller problem, I think it all adds up to an easier sale when we get to the high ticket thing.

9:19 Yeah, you're spot on. And I think one of the big mistakes we see people make in that is oftentimes we get so associated to our core offering, right? Because most people build their core offering because they want to help their clients get transformation. And so they build it with every whiz-bang tool and feature and piece of data that they could include in it. And it can be hard for people to create a drop offer or a lower ticket offer because they go, well... like, how do I, what do I strip out? Or what do I, how do I build this new world? Because I know this other thing I'm so associated to, and if they go here, it's not going to get them the result. So I love the fact that you framed it up that way, because it's not about getting them the same result.

10:00 It's about getting them a micro result. It's about getting, earning that trust. It's about telling them a plus a squared plus B squared equals C squared. And when they go put it into action, they get C squared as well. That that's a huge piece of that component where they go, okay, if I spent a little and I got a lot, if I spend a lot, I'm going to get an insane return. Way more. Yeah, that's so true. That's so true. You know, you said something too a few minutes ago that I thought was that I really want to dig in on, which is the whole idea that, you know, when, when you get somebody into, when you get somebody into your ecosystem and they buy your low ticket offer and you create a bit of, you know, you create a little bit of familiarity and it's being used in the same arena as your high ticket offer.

10:54 Like all roads kind of lead to one place. That part is really, really key. So one of the things that we see, and you kind of started talking about this and I want to just call it out. One of the things that we see so often that lands people in a spot where they believe that their low ticket offer is a problem for their high ticket is is when they start going, oh, I need to go create something new. So it's like, oh, I have a, you know, I've got a weight loss program for busy moms over 40. And then it's like, okay, well, I want to increase my, you know, monthly recurring revenue.

11:38 So I'm going to go create a time management system for lawyers. Yeah. What the fuck? No. Pivot. No. Don't do that. Don't do that. This is the key. So if you're going to do it, it really should solve a micro problem that's along the way to the bigger problem. And this is where really offers... One of the things I love is a really good, tight, collapsible offer. Absolutely. And when we talk about low ticket, one of the ways that it can be very, very valuable and done right in my mind, and I want to hear your thoughts on this too, man, is I feel like if you have a high ticket offer that let's just say, for example, you follow our advice and you're doing something like a hybrid type offer where you're doing a little one on one coaching and there's some group coaching, you got some modules and stuff like that going on.

12:33 You could then say, for example, I'm also going to deliver this in a very, very intimate, immersive environment in a one-day or two-day workshop. It's going to cost three times my high-ticket program. And then I could go on the low end and I could take the same content and I could say, hey – Now I'm going to deliver this in a way where it's modules only. There is no coaching. You know, this is all you get. And then you even could take it one step further, by the way, and deliver it in a book. How many people listening to this right now have ever had their lives changed by a book? That's a low ticket offer, folks.

13:14 Okay. So anyway, I don't know if you've got thoughts on that. People are sitting there going, I don't have the time to create a book. Great. Take all your content and dump it into Mr. ChatGPT. And yeah. Even navigate that route, you can absolutely go down that road. Yeah. And there's one other thing that's really interesting because as you talk about collapsible offers, you know, thinking back, you know, Tony Robbins got a huge part of his start. There's two things that I don't know if people are aware of this. So he used to be an outside sales rep for Jim Rohn. So their entry point low ticket offer was somebody like Tony and Tony and others. They would go into an office space and they would do a presentation and they would sell people on attending an event. Well, back then, guess what?

13:55 That was a low ticket offer. You go to the event and then there usually would be a high ticket offer at that event. If you fast forward in time, when he went on business on his own, where he really got his start was in the world of infomercials. And so he would have this low ticket product offer. And the whole reason, his whole goal, by the way, with that, it's so funny because we never even heard the term self-liquidating offer back then. But it was one of those pieces where as long as he broke even on that product deal, it was gold. There you go. And the reason for that was because now he's got a new person's name, their phone number, their mailing address.

14:36 And now he had somebody who showed interest in product. And it was immediately right on the heels of that. They were looking to sell into the event. So the product was a feeder for the event. The event was a feeder for their bigger products. And then those bigger products were feeders for their super high-end back-end offer. So it was very, you know, classic ascension ladder. Yeah. Dude, I love that. And on that front, I think that if you're listening to this right now, listen, there are lots of things that are low ticket offers that you just don't think of that way. Perfect example. One of my absolute favorite low ticket offers of all time is to run a very, very low paid or free event and then offer a VIP for $97.

15:17 Yep. Yep. That's a low ticket offer. Now, I swear to God, man, I have hardly ever. I mean, like I think probably when I used to do this more often, probably like an 80 to 90 percent conversion rate into my high ticket offer from the VIP group. It was crazy. And that's not just what I do. That's that's everybody I've ever seen that that's on a VIP. Right. And usually you'll get probably about 30% that take IP on the front, right? But you're spot on. Usually 75%, 80% of those are going to take your back-end offer. Yeah, it's a total no-brainer. Now, there's something here too. I want to go a little deeper on why this stuff works.

16:02 Talk about the law of reciprocity as it relates to a low-ticket offer. Yeah. Yeah. So when you put goodwill out, when you put good energy out, it's going to come back tenfold. And so as it relates to having a low ticket offer, this is why we also say, you know, don't throttle on, you know, keeping your biggest, deepest, darkest secrets for your back end. Like, no, load up the front end, give that value, because the more you put into that front end piece, it's going to get reciprocated back. And so without going into all the universal laws of things, the better job you do in that initial engagement. Perception is going to be that anytime I work with you, it's going to be magic because that first initial thing, it's like using your dating analogy.

16:46 If that first kiss, there's fireworks that go off. Oh, my God. What's going to be a full date going to look like? What's next? What's next? Yeah. What God forbid we make it to the bedroom. What's that going to look like? Right. Might've just gone off the rails, but you know, it's this dynamic as we look at our business, if we really saw it as a relationship, cause that's what it is. Right. But if we thought about like, how do I knock their socks off? And that first, that first date, like bring them flowers. Do I bring in the element of surprise? Can I bring in, you know, romance? Can I do something that just shows them that I know their world before they even know their world? Right. Yeah. I love that. Yeah.

17:27 Then you get to the point where you get the socks off. Yes. And don't start with taking their socks off. That's just. No. That's weird. Something weird about that. Yeah. No, don't do that. But in the space that too, you know, there's magic and doing the surprise and delight. Right. So if you're giving them a low ticket piece, don't tell them every single thing that you're going to give them in the experience. Sell them what they need for that low ticket offer. And then Sherry, like save in the back background, give them something that is just a mega wow experience in it where they go, holy crap. Yeah, there's just there's a bazillion things we could bring into that that picture. Yeah. Well, and, you know, right now, there's a pretty – there are lots of good examples of this, by the way, across history and time.

18:16 But there's an especially good example of it right now, which is Alex Ramosi. I mean, he's given so much, like, actual value, real value. I mean – Stuff that other people have charged a whole lot of money for. And as a result, he has a foundation of trust. I would venture a guess that for the people that have actually been consuming Alex's content... that when someone actually lands on a sales call with one of his people, I mean, it's got to be a frigging slam dunk. I mean, easy peasy. Why? Because he's created so much trust and value.

18:59 And going back to what you're talking about here, man, it's like, you've poured into me all this stuff that's so amazing. Holy crap, what would be on the other side of the curtain of actually working with you in a really serious environment? Yeah. And there's, there's an element, and I'll use this word, not in a negative way. Um, there's an element of guilt that comes with it. So it's like, imagine you had a friend who every time you move there, the first ones there, they bring the truck, they're lifting all the heavy shit. They're bringing pizza for everybody who's there. You know, they're, they never complain. They're helping make sure everything gets set up and they take everything out of the boxes at your new house. And then imagine they do that three, four, five times every time you move at some point, you're like, man, when they move, I need to make sure I help them out.

19:44 And because if you didn't, you'd be an asshole. Right. Yep. And that's just the way that the world works. And so the more that we can pour into people and not everybody will reciprocate. So that's the other part, too, is you can't just pour in that it will be reciprocated, but the right people will. And guess what? Yeah, be the people that you want to build your world around because they want to give. It's so true. And speaking of that, I recently had a conversation with one of our clients and she was talking about... We've talked back and forth about a low ticket offer. She finally decided that she was absolutely doing it. And her reasoning, her intention behind it was because I know that there are... And this particular person works with families and children and the parents of these children.

20:38 And she goes, Look, I know there are people that are out there. And I know this because they have been on my calls or at my launches or whatever. I know there are people out there that would do the work. and really, really need what I can provide for them. And they just quite honestly can't afford it. And I think this is a really big key. And by the way, I'm not telling you that you have to feel this way. I'm not telling you that you're good or bad or anywhere in between if you do or you don't. But... I will say that if you are truly a heart-centered entrepreneur and you really do want to serve people at the very highest level, I do think that taking the time to craft a really solid low-ticket offer that could serve a population who really wants what you have, would show up, do the work, get the result from what you have, and they just quite honestly can't afford it.

21:40 I think there is massive value in that. And I think that speaking of the law of reciprocity, I mean, this to me is kind of a universe situation. Now, I want to be careful. That doesn't mean, by the way, that doesn't mean that we're advocating, you know, sell all your belongings and give everything away for free. It's not about that at all. There is tremendous value in the high ticket offer and the skin in the game that people have to solve the problem. It's needed. It's necessary. It's important for you as a business owner. But the value that you deliver to someone who... And I would love to hear this from you too, man, is like...

22:26 When you deliver something to someone at a lower price point who really does the work and really appreciates the chance that you've given them and gets an incredible outcome and the gratitude that comes from that person. I mean, I don't know about you, but those are the moments that just just hit me in the heart that absolutely melt me and go, holy crap, this is why I'm doing what I'm doing. If we really step back and think about it, and this is, I think, one of the biggest challenges we actually see in the coaching industry. I mean, I don't want to say I've never, very rarely have I ever met a coach who didn't care about their clients. What I mean by that is like such a heart centric space.

23:07 Like we want to help so deeply and we care so much about the people we're working with. And when you only have a high ticket offer. So there's a couple of things that happen with this. Number one, the people that need it the most, oftentimes in the moment can't actually afford it. Can they get resourceful? Can they, do they all have the capacity? Heck yeah. But the ones who are like down and out, who are the most likely to react to a marketing piece because they're like, I just need what you have. They're the ones who need another vehicle and maybe they can't afford the high ticket. So there's goodwill of actually helping humanity that needs our help. There's the goodwill of them actually going on social or giving you great reviews or you not judging them and giving them another path.

23:50 There's them not going to your competitors right? There's the fact that they put their money down and they did get involved in your world. There's a chances of them ascending, which is way higher than telling somebody they buy today or kick rocks. Yep. And the other piece, too, is this one never gets talked about the psychology of you as the business owner. Like there's magic. I mean, we have a team we're looking at yesterday. The moment you get in rhythm with yeses, it's not about how much are they spending. It's about the rhythm of the yes. So having that drop off or that lower ticket option, being able to say, hey, here's another option for you. Them saying yes, it keeps your head in the game for the next person you talk to versus...

24:33 I've only had three people say yes in the last month to my high ticket offer versus I've had 30 that said yes to my low ticket. And like, it changes, it changes the way that we play. Yeah. A hundred percent. Well, and I think to that point too, when, you know, one of the things that you can do, and this isn't the only way we're not going to go into like every way that you could potentially leverage a low ticket offer, although that'd be a great episode. Maybe that's, maybe that's part two of this. Um, But, you know, one of the ways that you can do it is, is, you know, by creating a monthly recurring revenue with a lower ticket offer, you know, having a bit more of a community piece that, that, you know, provides some resources or, you know, some, some, you know, you know, some purely like module based coaching, that kind of stuff.

25:21 It can be you can position a low ticket offer on the back end of your high ticket offer as a continuation program. And that in and of itself as well, when we talk about business owner and psychology, the psychology of knowing that you've got a consistent stream of monthly recurring revenue coming in the door when you're running. Yeah. When you're running a high ticket offer, it's huge. There is so much value off the month at ground zero. Yes. I'm glad you brought that piece up because there's something didn't mention about Buffini's offer that was brilliant. So one of the things that they did, by the way, so this was so on this, on the outside, I didn't get my head wrapped around it until I got to see it behind the scenes, their drop offer or their lower ticket offer.

26:06 The margin was double the high ticket offer. So their high ticket offer had about a 30% profit. So when the market turned and everybody went from the high ticket thing and they'd moved their world down to the low ticket, they were actually making a higher percentage which was brilliant, right? So from a business strategy move, that's freaking awesome. So what hooks into that, and this is really critical because we've seen the opposite of this happen. You need to make sure that your low-ticket offer is not stacked with lots of human... That doesn't have a lot of human capital required, meaning you don't have to have a huge team to run your low-ticket offer.

26:48 Yeah. Yeah. I, yeah. A hundred percent. Go ahead. Sorry. Did you have more? No, I was just going to say so. Cause what we see is a lot of times people go, oh, it's low ticket. And then they have like live this and live that. And you're going to talk to this person. You're going to have a one-on-one coach and you're going to have like, if your low ticket doesn't have at least a 60% margin, you're doing it wrong. So I'll just kind of float that out there. Yeah, no, I agree with that 100%. Well, I want to give one more thing in terms of a little bit more tactical with a low ticket offer. And one of the reasons that I like it is for testing. So here's the thing. So often when you're putting together a high ticket offer...

27:33 And even if you're just making some changes or trying new marketing with a high ticket offer, that kind of thing, you can use a low ticket offer to go test, to go test, validate your messaging, your modules, the actual product itself, if that's what you're doing. You can take a small section of it for a lower ticket offer and do it as a bit of a test. Um, there's so much value in that. And, uh, and, and that it also gives you a chance to take a lot of, especially from a messaging standpoint, holy cow, you could take a condensed version of your high ticket program and, or just a chunk of it.

28:20 And do it as a low ticket offer, but utilize all the messaging that you believe would resonate with your ideal client avatar. And then you prove it out. You figure out at a much lower budget how much, you know, this is resonating with people if you're hitting the mark or if you're not. It's one of the things that I don't think people do enough. I totally agree with you. Yeah. One of the things we did with, uh, so this was with Tony Robbins. This was trying to think when it was, I don't remember the year. And if I dropped the year, it's going to make me sound really old, which is weird nowadays. But, uh, he had come out with a new product. Uh, And before we took it to market, before we went and spent tons of ad dollars on it, we floated it to the sales teams.

29:04 And this was wild. What we did is we floated it to the sales teams and we said, you can give away this product for one month for free. And then what we were thinking of charging it, we'll just break it into three monthly installments in months, two, three, four. So the reasoning and the logic behind it was, hey, let's see if the sales team, because the sales team is already in conversations. We already spent money on these leads. Like they're already they're doing a thing. Let's see if they can even sell it for free. Because if they can't give it away for free, there's no way in hell we're going to go drop dollars on this on advertising. And it was wild because then it's, if you can prove it out already with your sales team who can handle objections and they're, they've already in rapport and they're doing a song and dance, if they can give it away for free, then let's see how many actually take the bite on that first installment.

29:52 And let's see how many of those retain. And then let's see how many stick with number two and number three. And if we can get it all the way to three installments... for them that, that proved that was the market research they needed. Right. Give it away for free. And then can we recoup the costs and do people like it? What's the feedback? It gives you time to get, do we hear customer complaints? Can we optimize it? Can we tweak it before we take it to the big wide world? Um, everything there was always done in that way before a product went to front of house. It had to be vetted as a drop offer before it was proven out as a front end offer. So. I love that. What a great way to test.

30:32 Yeah, that is awesome. That is awesome. Okay, so... If you're listening to this right now and you're thinking, okay, Ryan Brooke, you guys have convinced me. I think this could be a good idea. Before you run off and go do this, we've already kind of lightly touched on a few things. But I want to give you five really clear things that we want you to be careful of. if you decide that you're going to integrate a low ticket offering into your programming and you currently have a high ticket offer. So the first one, man, is clarity on positioning.

31:13 You touched on this earlier. Just drive the point home on this one. How do we want to position this so that we can win? Yeah. But before you craft it, ask the question, where am I going to use it? Am I using this as a front end drop? Am I using this as a self-liquidating offer on a marketing campaign? Or am I using this as a drop offer for my existing high ticket offering? So you just have to look at, and it could even be a backend. You have something that's a high ticket front end, and you have a backend offer that actually is a drop offer. You can use it there too. You can do a low ticket to anywhere along the journey. So as it relates to the positioning piece, you've got to know where in the journey of your product suite is it hitting, what problem needs to be solved at that particular point in time as it relates to your client profile, And is the margin higher than the next offering?

32:04 So again, those are kind of the three key pieces. The when, what's the problem that you're solving? And then is your numbers, is it mathing out to where you actually make money off of selling? Yes. Do you have other pieces that I missed in there? Those are just my big three. No. No. No, no. You know, like one other little thing that I'll kind of add here as a nuance is that when we talk about positioning and doing this right, let me just really be clear about what you don't want to do. Because it's positioning, yes, in the sense of like, where kind of in the customer value journey does it sit.

32:44 But in addition to that... We want to make absolutely certain that we're clear here. A low ticket offer does not mean you like randomly deciding to, you know, give your high ticket offer away for some ridiculous amount of money. Don't do that. That just jacks up the positioning of everything. That is not what this is. For a lot of position. A hundred percent. So just wanted to kind of give that caveat as it relates to positioning. These should be two very clear and differentiated offers.

33:25 Not the same thing. It can be collapsible. Totally can be that. It's just that you're going to change the nature of the offer if it is collapsible. That's how we change the positioning there. Yeah. We have a good friend of ours, coach. She's currently in Nepal. And so she just got to base camp. Right. So like, think metaphorically, your low ticket offer should get you to base camp. Your high ticket offer should get you to the summit and back safely. So just kind of. There you go. Yeah. Well said. Number two, and this is going to be a big one. Some of you right now, you're listening to this, and it's going to hit you right between the eyes.

34:07 We got to avoid overwhelm by not trying to do too many of these all at once. All right? This is not like, oh, I'm going to create a low-ticket offer, and then all of a sudden, you get the low-ticket fever. I got a fever. Late night. More cowbell. More low ticket offer. Doink, doink, doink, doink. Don't do that. Ticket love, ticket fever. No, no low ticket beaver. Look, do this. Do it once. OK, you can totally overwhelm the crap out of yourself if you overcomplicate this and you do way too many of these things or you create one and then you're like, oh, let's create another one.

34:56 Oh, let's create another one. Then you got a low ticket. Yeah. Exactly. You will. If you do that, here's where you're going to find yourself is you're going to find yourself chasing volume. And one of my favorite quotes that I that I've read in the last couple of years, I got it out of 10x is easier than 2x. And I can't remember who originally actually said it because it was not Dan Sullivan or Ben Hardy. But it is the path to hell is paved through the pursuit of volume. Let me say that again. The path to hell is paved through the pursuit of volume. And if you get too crazy with this and overwhelm yourself with too many of these low ticket offers, that's exactly what you're going to be doing.

35:40 So don't go down that road. It goes directly back to what I was talking about with Tony. Here he went on those infomercials. That was a high, high volume play, right? Every night, it didn't matter what station you turned on. If it was after midnight, you saw Tony's face, big raspy voice. But for him, it wasn't about making money off of it. It was about building the database and that he could build money off of the next offering after he added value to their world. So again, this is where it goes back to kind of the first be careful of, which is positioning what and why are you using it or using it as a drop offer to recoup some of your ad spend or using it as a way to add and build your database. If you're looking at your low ticket to be your big moneymaker, don't do it.

36:24 Don't do it. Well, you just let us into number three, man, which is don't let it be the focus, right? Don't change the focus. Here's one of the biggest problems we see is that a low-ticket offer is a piece of a much bigger puzzle, okay? And has anybody ever in the history of the information slash education space ever made a crap ton of money off shit tons of volume of low-ticket offers? Yes. Yeah. But – They are the exception to the rule. They are not the rule. And if you've already got a high ticket offer, don't fall into the romance of the low ticket thing.

37:06 And now I'm going to go out and get, you know, 50,000 people to get my low ticket thing and everything's going to be hunky dory. Look, stay anchored in your high ticket program. That's the anchor that holds down your business and utilize the low ticket offering as another piece of the puzzle to solve your customers problems more fully and to help you create a little bit of additional revenue, in some cases, monthly recurring. So just don't let, you know, don't switch the focus. I would also just throw caution to the wind just because you and I have seen behind the curtain of, oh, so many companies, big, medium and small. Don't let somebody else who's doing low ticket be the reason that you're doing it.

37:49 And why I highlight that. You don't know how big their database is. You don't know how big their email list is. You don't know how big their social reach is. You don't know how quality that database is to begin with. You also don't know, do they have somebody else that's out there that's going to promote the crap out of what they're putting out? So just because you see somebody doing it doesn't mean it's the right path. And so I want to highlight this because there's so many times people go, oh, well, they did it. So I did it, too. And they have no context. Like we know somebody who's probably 15 to 20 million dollar company. They're not doing any paid ads, but they've got incredible promoters. So they can they can make their offers a little bit different than somebody who's having to go grind and do it in a different way. So again, just if you're going to make it a focus, you got to know when and how you're using it and you've got to be realistic with how you're going to play it.

38:36 Yep. Agreed. All right. Number four. This one is a really big one and I love this one, which is brand dilution. If you're going to do a low ticket offer, you got to make sure that this thing looks like you, feels like you, has the quality. feel of your high ticket offer. And I want to use a really simple example. Our friend, Kulian Shah, you know, uses this example often, and it's really a good one. If you, you know, if you go to a Mercedes dealership and you're walking around the dealership and, you know, you look at the Maybach and you get a little bit of sticker shock and you If you walk a little further down the way on the lot, you'll get to a C300.

39:32 And it's going to cost you a whole lot less. Is it a Maybach? Hell no. They're not the same thing. However... It looks like a Mercedes. It feels like a Mercedes. The parts that are used to construct the vehicle feel premium compared to other cars. That doesn't make it the same. But what it does make it is it makes it in alignment with the Mercedes brand. Okay. And that in and of itself, that's really, really, really important. Because a lot of times people think low ticket offer equals cheap. Well, or either a cheap or I'm not going to put much effort into this.

40:16 It doesn't mean that you should be spending all your time doing it. But here's the deal. If the quality is completely off, what if your low ticket offer is the first thing that people experience? And that's supposed to be the representation of your brand. Right. It's an appetizer. Imagine somebody food poisoning with your appetizer. They're not going to get to dessert. That's no bueno. That's no bueno. You don't want to be serving up a plate of like rubbery mozzarella sticks. All right? Oh, mozzarella sticks sounds so good right now. I can tell they're good. I'm still in my fasting phase. Oh, mozzarella sticks. I was going to get one piece of the brand dilution because I think this is a big missed opportunity.

40:58 If you looked at your low ticket offer as a sales tool... I don't mean a sales pitch. So just be very mindful because we've seen this happen with low ticket offered as well, where it's just like somebody pays for it and then they're just getting pitched out the wazoo. That'll jack up your brand positioning as well, by the way. But if you really looked at it as a sales tool, you know, to help moving them to the next phase. I think it just changes the quality and how people look at it and not deviating so far from their normal, like their true brand essence of what they're looking to do. And it keeps them on the same path. But yeah, it's very easy for people to make a left turn when they go to a low ticket offer. Yeah, well, one of the things that I would say on that too, man, is, and I'm just going to go ahead into an alternate number five, because what you just said, I think brings a really important point into play here.

41:54 Yeah. When we started this episode, we asked the question, does a low-ticket offer cannibalize your high-ticket sales? Let me tell you one area where it absolutely can. If you are taking sales calls for a low-ticket offer, for the love of all that is holy, do not do that. You are not allowed to do that. Low-ticket offers are meant to be direct-to-cart. Okay. And if you can't sell it direct to cart, that means your copy sucks, your landing page sucks, your ads might suck, your email that pitched it in the first place sucks, or the product itself is not that valuable to people.

42:39 Or your pricing is way off. But here's the thing. That's where you absolutely can get into trouble. Because the deal is this. Low ticket doesn't mean low effort. there's still a lot that comes into this. You still got to write really good sales copy. You got to have automations. You got to do your emails. There has to be a method of delivery. You know, you have to package it in a way that looks decent. There's a fair amount of effort that will go into creating the low ticket offer. But where you will really break yourself off is if you actually end up on sales calls for a low ticket offer. That will just grenade your overall business results.

43:20 Also be mindful. Customer service more times than not tends to go up because expectations are different. People are like, I wanted it to do all these things. And now there's not this human being to hold my hand to navigate me through it. So just know the second you do go with a low ticket offer, that does tend to increase the chances of customer service dynamics. If you do it right, you don't have to. But that can also be a great lead in. You can look for those moments where you know customer service is going to fire off and you can get right in front of it. And that can actually be a great upsell opportunity. Just food for thought. That is well said, my friend.

44:01 Well said. Well, there you have it. There you have it. Definitively, our opinion, no, the low ticket offer does not cannibalize your high ticket offer unless you do it wrong. We just gave you five things clearly not to do. We talked about the reasons why this can be unbelievably valuable for you, for your customers, for your business. And so we'd love to hear from you. Let us know, is this something that you're going to go do? By the way, you can go to the podcast website, which is coachingequation.com. And when you go there, you can actually drop us a voicemail. Drop us a voicemail on the website. Let us know. Are you going to go create a low ticket offer?

44:43 Have you had problems with a low ticket offer? What are you thinking about? We'd love to hear from you. We're so excited about that feature, by the way. It's super fun. Super cool. So go check that out. And good stuff today, my man. I appreciate you. Likewise. And until next time, thank you for listening to this episode of the Coaching Equation Podcast. Be well. Take care, everybody. Thank you for listening to this episode of The Coaching Equation. Please hit subscribe wherever you listen to your podcasts. And if you got value out of this episode, we would be so grateful if you would share it out with a friend and leave us a review on iTunes or your favorite platform.

45:28 To learn more about Empire Partners or to inquire about working with Ryan and Brooke, please visit www.empirepartners.io forward slash go.