“3 Offers to 7 Figures”
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Hey guys, hope you’re doing great. Today I want to talk about the three core offers that every coaching, consulting agency, freelancing, service providing business needs to have in order to achieve 100k a month level and beyond. Now this is a bit of an advanced lesson, beyond the scope of what I go over in my book, The 20k a Month Christian Coach.
Because that’s geared to help you accomplish the few hard things that matter for getting up to 20k a month without getting distracted by the million things the other marketers are telling you that you should be doing. This video is for the folks who already have their sights set beyond that and want to aim much, much higher.
Without these three offers, it’s going to become really difficult to achieve any sort of growth of really any kind without things becoming a lot worse. So one of the things that you may have noticed as you’ve tried to grow your own business is that Let’s say you have an offer and it does well, but the more you sell it, the more chaotic your business becomes, right?
Maybe you’re having to bring on team members, that’s creating chaos. Or maybe you’re exhausting the reach of your market so that things are getting more expensive to sell your offers, your ad costs are going up, or you’re just having to deal with that many people in your business just in terms of clients, maybe that’s creating chaos, okay?
There are a lot of potential areas where you can grow and scale a business for that business to generate chaos because of its growth.
Of course, there are a million and more ways to create chaos if it’s not growing too, but listen close. When you’re growing, when you’re expanding, when you’re trying to scale up to the seven figure level, okay, you need to offset chaos. You need to plan to head off of chaos and create peaceful, stable, repeatable systems instead.
Otherwise… The chaos becomes the reason that you can’t scale. So let me just give you an example. Let’s say that you offer some kind of agency service or freelancing service and so it’s like a done for you style offering and you begin to hire people to deal with all the new clients you’ve signed on, a couple of things are going to start to happen.
Number one, if you keep the same pricing, if you charge the same while you grow, then your profit margins get cut, okay? You can sometimes make that up on volume, but. You have less margin for error in your profit to deal with rising marketing costs, etc, etc. But also, and this is the thing I don’t think a lot of people think about, it’s really difficult to get someone else on your team who can do what you do as well as you do it, right?
We could have a whole discussion about systems, replicating yourself through those systems and sort of how you do You know, automating and good processes. We help people do that as well, but that’s not the purpose of this video. The reality though, is that even with systems, there’s going to be an increase in error, meaning when you hire someone else, they’re going to mess stuff up.
It’s just part of being, you know, a falling human being, no matter how good they are at their work. The problem with that is that the chaos that follows from having to deal with the mess ups is even worse. Okay. Imagine upset clients, you need to wake up and put a fire out, meaning, you know, the mess up is so big that the client’s ad account got shut down, or, you know, the sudden, the funnel’s not, whatever it is that you do, it puts pressure on you that wasn’t there before.
You can do that with systems, but you can also do it by structuring your business in the right way via the different offers that we’re going to talk about. A lot of people, when they’re trying to grow their business, they focus on systems and they focus on marketing, but they don’t really focus on the offer stack and the way that those offers are structured, which is really everything.
The irreducible minimum for a business is that you have a group of people who need your help and you have the skills to help them and you’ve packaged that together into an offer that solves a problem that they’re willing to pay money for. The offer is actually a huge, huge, huge piece of this. And then marketing and sales are just ways of connecting people with the offer.
That’s it. So if we’re, if we’re working really hard on our marketing and we’re working really hard on our sales, but we haven’t thought about our offers, we’re shooting ourselves in the foot with both barrels, reloading the gun, and then doing it again.
So what we want to do is to simplify, to leverage, to create a sequence of offers that can take you the distance. And that’s going to offset and even prevent that chaos so that you’re not just managing a bunch of chaos with systematic work in your marketing and sales and all this stuff. Okay. Now, if you do this the right way, you can actually increase what you’re able to do for the people that you serve.
A lot of folks have this really weird sort of self worshipping idea which says that the only way I can maximally deliver results and impact for a client is if I do the work for them. And that just isn’t the case, right? That’s not actually the level of, the highest level of impact you could deliver for someone.
you can have a deeper impact on the people that you work with and a wider impact when you thoughtfully design the right offers in the right structure designed to solve the right problems in your business. It doesn’t always have to be you grinding your own face into the dirt and doing all the work yourself in order to create the impact and the outcome you want for the people you’re called to serve.
So let’s talk about this. We’re going to talk about the three specific types of offers. But before we even get to those three offers I’m suggesting you build, we need to talk about two different types of offer. Okay? You could have a static offer, or you could have an evergreen offer. Now, what’s the difference between those two?
A static offer is a one time thing like a flash sale or like a 48 hour special, okay?
It has a set start date, a set end date, and typically only happens once. Now, might happen once a quarter, might happen once a year. Might happen once forever, but that’s a static launch, okay? Static launches include things like challenges, anything that’s got an opened and closed cart, right? And what I want you to know is that this is just about the hardest way imaginable to scale your business.
And you know this, frankly, if you do this in your own business where you rely on these sort of like one off type events of launches, there’s a cart open and a cart closed, there’s a challenge, there’s a live webinar, anything like that. If that’s the main driver of revenue in your business, you know that your revenue is unpredictable.
You’ve experienced it before. I’m not saying you can’t get revenue. It’s unpredictable and it is a ton of effort.
Maybe it was like a Jeff Walker style product, you know, product launch formula style launch. Or maybe it was like a Pedro Adeo challenge. Okay?
And let’s say, let’s say just for the sake of argument that it went really, really well. You made tons of money, your email list loved you, all was right in the world. But then you did it again a month ago, and you probably didn’t make as much, right? And then a couple weeks ago you did it again, and you didn’t make as much.
And then in the future, you know, you did it again, and now you’re starting to hear crickets. I’ve been doing this for a decade now, I’ve worked with all sorts of companies in all sorts of different scenarios. The companies that rely 100 percent on static launches are chaotic companies from a revenue standpoint.
But they’re also chaotic and difficult to scale from an effort standpoint. A static launch is a ton of work, it’s difficult to get a good one together even if you know what to say already. Especially if you say you’re gonna do like a one off webinar, and then you’ve got the cart closed, and you’ve got the software, and you’ve got the page designs, you’ve got all these different things, okay?
I hear some of you thinking, I have a solution, right? I’m gonna just pretend that I have a static launch, right? I’m gonna use some automated software of some kind I’m gonna use deadline funnels or some fancy go high level setup, right? And… You’re going to say, you know, basically like this, this offer is only open for the next 48 hours.
If that’s how you want your business to run, okay, I understand. Okay, let me tell you my experience. My experience is that one unless you’re having your copy reviewed by a lawyer, Uh, it’s very likely that you’re using false scarcity and you’re violating some type of, you know, deceptive pricing or false advertising rule from the FTC, okay?
Federal Trade Commission. That should bother you as a believer because generally you’re lying about it not being available or about the reason why it’s not available, right? And you might be small enough right now that the FTC isn’t going to come pursue anything. I’m not trying to scare you, I’m trying to just show you that because a, just because a guru says you should do it.
The Guru is not going to be there to pay for your lawsuit, okay? There are a lot of folks who are on a big list of companies that were doing this because it was accepted industry practice that the FTC cracked down on to hundreds of thousands and millions of dollars because they were trying to do shady practices like this.
And for us as believers, it’s just generally better to be honest, to be forthright and to be loving and not try to manipulate people into making a decision when it might not be the right thing for them. Okay, so if you’re using static launches, you’re using fake scarcity, you’re using all these different softwares and things, it can be dangerous, right?
It’s really, really dangerous. Let’s say I’m wrong and you find an ethical way to do this. There’s still a negative to running static launches, and it might be more important than anything else I’ve said so far.
Here’s the real danger, is that Static Launches trains your list wrong. What do I mean by that?
It trains your email list for scarcity. When you train them to buy during scarcity based events, you’re only going to get sales during scarcity based events. That’s a problem if you want to scale, because scale requires that consistent, steady growth be applied over a long period of time. If you’re trying to get scale by doing Only static launches.
You’re basically trying to brute force your way to a hundred KA month and you’re gonna burn that list. You know, every time you do a new launch, you’re gonna have to make bigger and bigger promises because if they didn’t buy the last time you did this you need to sort of up the scarcity. You need to up the reason to buy.
You need to up everything and make it all hyped, and that’s where you get this sort of weird. You know, internet marketing y, over the top style launches that you see, okay? A lot of people look at that, and I think rightly, they look at internet marketers and digital marketers who do things like that and they say, Man, that’s just gross.
Like, I don’t want to do that. I think, I agree, but I think that more than gross, they’re desperate. Okay, and I know that they’re desperate because I’ve been doing this for a long time. I’ve been behind the scenes for a lot of big launches like this in the past. I tried them myself for a while and they worked to a degree, right?
I can tell you that they’re trying, the big companies that rely on this are trying everything they possibly can because they’ve squeezed their list. They haven’t nurtured it and cared for people and that’s where this impulse comes from. So if you’re in the static launch game, and some of you may not be at all and you’re like what the heck are you even talking about?
Do not do it. Don’t get into it. Avoid at all costs. There’s a place for this much later, but right now, especially if you are lower than 500k a month, and you don’t intend on doing it the right way, it’s a treadmill. There’s a time and place for this kind of marketing. It does work. You know, just the other week, probably more like 3 or 4 weeks ago at the time of this recording, I had a friend that put together a little static launch for one of his companies.
And cleared about 300k in about four and a half days via a paid challenge, like the kinds that Myron Golden runs. So they work, but listen, don’t even bother with trying to grow using static launches right now, because for all the work that you’re going to put into making a static launch work, if you were just to apply that same level of effort, To these three different offers and creating what are called evergreen offers,
which are offers that run all the time,
24 hours a day, seven days a week, you’re going to have a much higher likelihood of staying focused on just these three offers, tweaking, working at perfecting, tweaking, working at perfecting, which allows you to dial in messaging and allows you to dial in an approach that works the right way rather than 50 variables every time you try to launch something, which again, that’s chaos.
We’re trying to get rid of that. And you have a much higher likelihood of being able to like
outsource or offset the leverage in the parts of your business that matter, okay? So they run all the time
and they can be tweaked
until perfection, right? Hopefully that makes sense.
So what are these three offers and what order should we be doing them in? The first one is what I call a Scalable
Mid Ticket Offer.
The second one is the Self Liquidating Low Ticket Offer.
And the third is the Premium High Ticket.
And really, you can do 2 or 3 in either order depending on what your priorities are, but we’ll get into that in a minute. First, let’s talk about that Scalable Mid Ticket Offer. A Scalable Mid Ticket Offer is one that, once it’s up and running, it should take you less than 2 hours to deliver and bring you in more than 1k in revenue.
And I can hear you saying, well, what’s the big deal with that, right? Why don’t we just skip ahead to the high ticket offer first, hang in tight, we’ll get there. Few people are talking about this, and I think it’s probably because they don’t want to give away their secrets. I’ve been on the inside of a lot of really well known high ticket coaching companies over the years.
As an advisor, as a salesperson even years ago, and as a consultant. And all of the most successful ones are still using a mid ticket offer like this and the ones that aren’t and started like only a few years ago wish they’d done so sooner. But let’s break down what makes the mid ticket the best first step.
Okay, especially if you’re beginning, you’re just launching something new, you don’t have anything created yet, Midticket is absolutely the way to go and here’s why. Number one, they are very, very easy to create. Very simple.
It involves you spending a few hours of your time directly helping your client solve a simple, easily defined, pressing problem. Okay, you’re taking them from A to B, not A to Z.
Because of that, you can quickly test them. You can put all the information together for what this offer entails in a glorified Google Doc with a payment link at the bottom. And have short conversations with people, okay? You compile all that information that you want to deliver in your two hour session, or your seven day sprint, or your thirty day masterclass, or whatever.
And you can just ask people what they think of it. And then you can start getting sales without having to have a big funnel, like a low ticket offer, or a ton of extra content for a high ticket offer. Think about it this way. Most people don’t want to buy their own plumbing equipment. Okay, that would be the low ticket offer and they don’t want to become a plumber or get all of the plumber’s expertise or even have them redo all the plumbing in their house.
That’s more like a high ticket offer. Okay, most people, they just have a leak that they need to have fixed and they’re willing to pay someone to come solve the problem in a couple hours. And that’s your mid ticket offer. And that’s a much easier sell. Here’s the other thing is that they create
ideal high ticket clients.
How does that work? If your prospects all need to do something first before they’re ready for your high ticket offers, why not get paid helping them get those problems solved so that they can become that perfect fit for your more expensive stuff? You can even create a pathway where you start with a mid ticket offer.
Something that’s like 1, 000 that sets them up specifically to become the kind of person or to have the kind of result that they will know they’re ready for the high ticket thing. And here’s the secret. You can even upgrade them into the high ticket thing by subtracting the price that they’ve already paid into the mid ticket offer, sweetening the pot and making it almost a no brainer deal for them to upgrade into the next thing.
Somebody I know tried that with their mid ticket and high ticket offers, and they got I think that the upgrade percentage went up like 30%, making thousands and thousands of dollars more each month.
And the last thing is that they’re easy, easy, easy to sell.
Low ticket needs a big, fancy, complicated funnel and a checkout page experience with stuff that you’ve already created, assets like a book or a mini course or something like that. And that’s a lot of effort and energy, and it’s really dangerous if you don’t already know what your people want in extreme detail, having had conversations with them, because you could spin something up and then sell it.
And maybe they don’t even want it, and you’ll just hear crickets, okay? Very, very dangerous to start with low ticket. High ticket is going to require either a webinar or some other, like, major training, and then usually, like, a phone call sales process, and then really robust follow up if you don’t close them on that first call.
And then delivering it is a whole other beast, right? Because the very nature of high ticket is that it’s higher access, it’s higher intimacy, it’s more effort on your part. So you’ll sell a high ticket client. And sure, you’ll get this big infusion of cash, but then you’ve got a pile of work to do. Mid ticket just requires a conversation, either through the phone or through Messenger, with somebody who needs help from an expert to solve a big problem.
It doesn’t need a ton of fancy branding, you don’t need a website, you don’t need a webinar, you don’t need a fancy sales funnel or a low ticket product. You can just spin up an offer. What am I going to do to help these people? And then you can take coaching calls. And what’s really cool is that you can even record your side of those coaching calls.
Use something like Riverside FM to conduct a call where you can get your audio and their audio split out. You can just get your audio and then turn your coaching them into videos for an even more leveraged version of this product. But it’s something you can spin up in a few days or a week, put together a ghetto looking Google Doc, create a free payment link in Stripe, and then start getting payments right away.
I think of this as the freedom vehicle, okay? Chances are you’re watching this training because you’re not quite where you want to be just yet. Either you’re still stuck in some 9 to 5, or you got fired from it and you’re looking to start something up quickly. or you have started a business and you’ve got these ideas, maybe you’ve even created a product of some kind, you’ve created this challenge, you’ve created a low ticket product, you’ve created a high ticket thing, and you’re just not where you want to be revenue numbers wise, right?
Listen so close, this is the secret here, man, like you can get to 10, 15, you can get to 10, 15, or 20k just with a mid ticket offer. If you can strike up enough conversations to sell 10 of these every single month, You’re free. You’re able to do whatever you need to do in order to grow from that place. And you’re guaranteed to have the time to work on the business because the offer itself is scalable enough to make time for you to deliver it, to grow, and do what you need from there.
You can even systematize this thing afterwards, once it’s validated, a lot of people are paying for it. You can make this more leveraged and sort of official over time. But the point is that this is something that you can sell right away. Make money that will actually make a dent in your life and then make it more scalable later.
Okay, now there are some dangers here. You might be hearing me say that you should just make a really cheap done for you offer. Okay, that is a terrible idea. It needs to be a scalable mid ticket offer. Okay, remember that once it’s really up and running, it shouldn’t take you more than a couple hours to deliver to a client.
Now, ideally, you can do this one on one, but ideally a scalable offer is best done through sort of a shift from one on one so like in a done for you setting or a one to one consulting or coaching or one to one agency services, freelance services, that kind of thing. Go from one to one to one to many.
Meaning that one person can serve lots of people all at the same time. So what we’re actually talking about practically, I recommend, you know, there’s a couple names for it, a leveraged service model or like a group coaching model. They’re not necessarily the same, but they’re the same idea. So uh, a leveraged service model is for people who offer done for you services, like a freelancer, or an agency, or something like that, where you actually do things for people, and instead of actually doing it for them, you give them everything that they need to get it done, and then you work with them in a group setting, okay?
So let’s, let’s paint this picture real quick. Let’s say I help people launch new restaurants. Okay, so when I do this one on one, I have a really specific set of things that I do for people. I’m going to help them write their marketing content. I’m going to help them create short form videos. I’m going to help them rent the building.
I’m going to help them develop their menu. I’m going to help them hire their chef and their line cooks. All that stuff, okay? A leveraged service model where I don’t have to do the manual effort would be, you know, I literally sat down one day and while I was working with a client, I just took notes of everything that I did for someone.
I looked at how do I write a menu, how do I write marketing content, what is my actual process for choosing the right building. I write all those things down, maybe record some videos, I capture that process. And then in the leveraged service model, I say, here’s my process. 10 or 15 people, 20 people, 30 people, here it is.
Right, you can have it all. Here is my process for spinning up. Here’s my template for menu creation. Here’s my job description for your chef and the staff and everything. And so what I want you to do is, you know, think about this. Every Tuesday and Thursday, we’re going to meet on a call. Or even just once a week, we’re going to meet on a call.
We’re going to go through when you get your menu. Let me take a look at it. I’ll review it. Super fast review. There’s 10 or 15 of us all there together. And instead of charging, let’s say, 50k for me to help you build a restaurant, I’ll charge you, you know, honestly, you could take this as high as 5k to do it in this group setting.
And this is a great offer. You could even do a much more pared down version of this for the 1k, 2k range to make it sort of a no brainer where you don’t have to have a phone call. Cheaper for you, more leverage for me, right? And the end result is generally the same. So.
It’s all about changing the leverage points that you have in your business, right? And the leveraged service model is one of the ways to do that. Group coaching is really, really similar. It’s, in my opinion,
group coaching is when you don’t have necessarily like a well defined endpoint and you’re walking people through the process of getting towards a more nebulous end goal. This is also harder to sell.
In a mid ticket offer, it’s like in 30 days or in two weeks, we’re going to try to get to XYZ outcome. Here’s what you need. Here’s what you need to do. Here’s the process you need to follow. We’ll get on a couple of calls or you’ll get on a call at the end of that process and we’ll talk about how it worked for you.
And the leverage is what’s important here because it allows you to make way more money for doing this, you know, roughly the same amount of work and helping a lot more people.
And as you progress, as you get more people into this thing, as you’re working through it, you’re going to notice that the same questions are coming up over and over again. People are having the same problems over and over again, and you’ll notice that you’re giving the same answers over and over again.
And then when that happens, you’ve got clues as to what you can scale when you’re trying to grow. You know, whenever you see repetitive things occurring, you just are able to either automate it, delegate it, eliminate it, outsource it.
And then if it gets big enough, you can even start to like replace yourself with people who love the coaching and helping and assisting part and being there to answer those questions. But that’s down the road.
The key thing that you need to understand is that this first offer, again, you can spin this up in a weekend. It takes an idea, copy that you write to describe that idea and what you’re putting out there, and then you hypothesize. But then you go and talk to people, you actually get it in front of them and then say, Would you take me up on this offer?
And if they say yes, you closed a sale and you didn’t have to do a website, you didn’t have to do a webinar, you didn’t have to do a funnel, and now you’re in a client relationship with these people, you can talk to them about what their needs are even better and refine your language even more. And then when you go and refine stuff, you’re not refining a 45 minute webinar that you have to re record now, or rewriting your book that you, you wrote before you knew what your clients needed.
You can just go and rewrite your ghetto Google Doc. with the insights that you’ve gotten from the clients you’ve spoken with, and then it’s refined better for your target market, and then you’re able to sell it more easily. And you get this really tight feedback loop in this iterative process that gets you total clarity on what they need, how to serve them, how to help them, what kinds of things are important to them, what kinds of things aren’t.
And then through serving them, you get to create the materials just by recording yourself delivering the service. It’s like magic, and you can get 10, 15, 20k if you have a way of getting enough conversations started with people who need this kind of help, and if your offer is good enough and it solves a painful enough problem.
Frankly, if you’re not able to sell this sort of a thing right off the bat, you probably are dealing with a couple of, one of a few things, okay? The first one is you probably didn’t have like a clearly defined outcome. Okay, so if you’re trying to, if you’re a copywriter and you’re trying to put together like a leveraged service delivery mid ticket offer, you can’t sell general copywriting.
Nobody’s going to pay you to generally do copywriting for them. And then again, for you, that’s going to be a ton of chaos. Instead, what you would want to do is to identify like a clear outcome. So for 2k in my leveraged package, I’m just Let’s say I’m a copywriter. You can, for 2K, I’ll work with you and a couple of other people, and by the end of our six, you know, our six sessions, or our two weeks together, or four weeks together, you’ll have an acquisitions funnel of copy completely written from top to bottom, including your email sequence.
Right? That’s a specific outcome. Here’s another example, let’s say ads person or just a general marketing person. You and I are going to work together over the course of the next few weeks, we’re going to create an omnipresent traffic plan where you’ll have your YouTube up and your search up and your Facebook up and all these different things will be up and running and my copywriter and my ads assistant will be there to review and look over your stuff and, you know, whatever 2k to 5k, right?
Generally, I want mid ticket to be less intense than that. More like in the, you know, 500 1500 range so it could even be much, much simpler than that. My offer that I do this for is the growth map. I have this mid ticket offer, and it takes an hour and a half to two hours of my time total to deliver this thing, and it’s 1, 000.
So… I recorded the trainings. I recorded, you know, I trained people one on one for a while. I recorded the trainings. I systematized it. I scaled it. I updated it. I reincorporated the feedback I gained into the trainings to make it so that it’s tailored for the kind of Things people actually need. Some of my ideas were wrong and I needed to test those against real people to see if that’s something they actually wanted.
Then I created workbooks for it. I created those assets once and now I don’t have to ever touch them again. Every time I get a new client, I hand them the assets I’ve already made and they get the process started. A couple of weeks in… They book a 90 minute session with me where I go through their workbook, I go through all their material, and then we work out what they should be doing specifically for their situation.
You know, I go over two client generating methods in my growth map. One is like an outsourced organic outreach on LinkedIn where you enlist the help of a virtual assistant to treat people like humans and start good conversations that way. Another one is what I call primed content ads, which is like a Facebook a, a Facebook.
Strategy that uses videos and training, video trainings that are three to five minutes long to get people’s attention, and then once you have their attention, then you make a pitch for an offer. I might, I might suggest that they go one way or the other based on their You know, the work that they do, or the kind of client they have.
If it’s a professional services client, they might want to go for LinkedIn more than Facebook. So I tailor it to them on this 90 minute call. We even brainstorm copy ideas. They’re actually a lot of fun for me. They’re not hard. They’re interesting. They’re fun. And I tailor the experience for them. And then I compile it all down into a document that I hand them that gives them concrete, specific things that they might need to look out for on the way to getting up to 20k a month in income using a mid ticket offer.
That’s really what the growth map is for and the fact of the matter is, like, I sell that and it’s a great outcome for people. I’ve got clients who break 15k in the first month, 20k in 40 days. You know, and that is something that is a massive outcome, which makes them much more likely, it’s really easy for me, it gets them a great outcome, and then they’re much more likely to want to upgrade into other things since they’ve had this awesome experience with me.
But it all started with a hypothesis that I tested with my Google Doc and a payment link and starting conversations with people. And I validated it after a month of trial and error, revising the way that I was talking about it, revising the copy that was on my Google Doc page. And then… Going out and having more conversations with people until it worked, and I got to 10k a month within 30 days.
So maybe you didn’t have a specific outcome, and
it’s also possible that you didn’t solve an urgent enough pain, right?
It’s like they’ve, they should have like You should be solving a problem, alleviating a pain that’s painful enough for them to actually be willing to pay to have it alleviated. If you’re just saying, I’ll help you,
I don’t know, straighten out your weight loss plan, that’s not an urgent enough pain. If you say, kickstart your metabolism in the next 30 days so that you’re reversing the process of fat gain, And you won’t recognize your body in two months from now. We’re not doing all the work, we’re kick starting the process, right?
But that’s a much better outcome that’s more painful that they need to actually, they, they, it’s more painful and it’s a better outcome, right? You’re helping someone who’s got a bleeding neck and they walked into the ER, okay, to no longer have a bleeding neck. Or there’s someone drowning and you’re not offering them this awesome vacation package.
You’re simply saying, um, I’ll pull you into my boat so you’re not drowning anymore.
So once you have that, once you’re at a minimum, I would say, of 10k a month, 15k, 20k a month is also very, very likely once you start systematizing and automating these things. And maybe if you bring in one person to help you deliver the coaching so that you don’t have to be the one doing it or do the sales for you either way, right?
There’s really two directions you could take it, right? We’ve talked about the self liquidating offer or the premium offer. It depends really on whether you’re trying to optimize for time, get more time back, and freedom, or whether you’re trying to optimize for more money. So if you’re trying to optimize for time, go with the self liquidating acquisitions offer.
If you want more money, move into the premium high ticket offer, and keep doing things roughly the way that you’re doing. But let’s talk about it, let’s talk about the self liquidating acquisitions offer first. This is probably my, this, I love, I love the mid ticket. It is the freedom vehicle for so many people who want to create something that’s going to get them free from their 9 to 5 or break them out of a rut where they’re stuck doing what they don’t want to be doing.
But I also love the acquisitions offer because This is what really unlocks scale. In our case, what we’re talking about here,
this could be something like a book, or a masterclass, or a mini course, or a workshop,
or a paid challenge of some kind, something like that. This is an acquisitions offer, and it serves one purpose, and that is to get as many customers as profitable at net zero, or or better cost to acquire. So what does that mean?
If it’s self liquidating, what that means is that you should be able to put in 1
and then get 1 out. Okay, this is like in advertising. You put in 1 in, get 1 out,
like in a vending machine, but you still get to get the cookies, right?
Now, obviously, if you’re paying attention, you’re like, but you’re not making any money there. And that’s true. You’re not making any money there. The key is that this should be something that leads naturally and neatly into your mid ticket offer. This is really, you’ve got something validated that you’re selling that people want.
The mid ticket, that’s the mid ticket offer. If you put a low ticket offer behind that, that leads very, very easily into your mid ticket offer, all of a sudden it’s going to become much, much easier for you to get clients for this thing. You can even do it in such a way that you Sell the book, offer, or sell the masterclass, or sell the workshop, or the challenge, and then you have an automated email sequence that convinces people to buy your mid ticket thing.
No fake scarcity, no lying, but it helps them to recognize if you want my personalized help with this, the mid ticket offer is available to you. And you don’t even need to do a phone call.
You could sell, you know, 20, 30, 40 of these every month if you’ve got a good enough system, a good enough self liquidating offer on the front end that scales high enough.
If you could sell 50 copies a day, 100 copies a day, 200 copies a day, and that’s a lot of advertising, but if you put in 5, 000 a day and get 5, 000 back immediately in sales, And it’s costing you no money to reach as many people as you want. Just think about what’s happening there. People will consume the thing, and you’ll do it in an intentional way that gives them value, but doesn’t necessarily, it can’t go, just from the nature of the thing, it can’t go into such excruciating detail.
About five to ten percent of them are gonna You know, buy it without even needing to book a call. Another 10 or 15 percent are going to book a call. They’re pre qualified and my goodness, I can tell you having done high ticket sales for a long time I’ve sold deals up to 90k from the phone. I can promise you that the best people that you have ever talked to on the phone to sell anything are the people that you’ve sold before.
They’ll have gone through your material, they’ll know you, they’ll trust you, they’ll love the information you’ve provided for them, they’re going to see you as the authority, all of that. Absolutely pre qualified people. So
this is a funnel, which is a more involved tech stack like we talked about earlier, but once you set it up, you can just let it run for 24 hours a day and you’re getting sales for free, phone calls for free. And sometimes you create such a good offer and you have such a good funnel for this low Peace out.
And your cookies.
I have a client right now who’s not even in like the health, wealth, and relationship space, which is, those are like the big three where you can generally make the most money, where people generally are in the most pain. He’s helping Christians, not just pastors, but Christians of any kind kind of start up a digital missionary.
Social media channel reaching your first million people with the gospel on a $0 budget. anD our ads right now, before he does any of his mid ticket or high ticket things are bringing him in $4 for every dollar he puts in, right? And you can make 10, 15, 30 KA month just off of the low ticket thing. If you get the balance perfectly right.
I’m not gonna guarantee that at all. It’s not always the right, it’s not always common. Much more common is that you put in a dollar and you get a dollar back out. But even then, if you’re getting sales of your mid ticket offer for free without you having to put in any effort, that is an engine that’s bringing you deals and it’s bringing you more clients and it’s bringing you more people you can help.
And by the way, if you write your book the right way or you do your masterclass the right way or you do a paid challenge that is powerful enough, You will be impacting a much wider number of people to get the outcome that you’re teaching them.
And I don’t know about you, but I consider it a win when people get my book, when people read my materials, and their life is changed without me having to dive deep and help walk them through it. If the Spirit just works through what I’ve already created and creates this outcome for them, I’m thrilled by that.
The mid ticket and the high ticket stuff is really for the people who feel like they need more help, or they want to just shortcut it and get to the result a little bit faster. But I’ve got clients who’ve gotten the book and taken what I said to heart, and never bought anything that I sold above that, and got to 10k, 15k a month, and found freedom, and then started their process of growth.
And maybe more interestingly, in the book, they They fixed, they solved, they reworked all of their headaches and brain trash that they’ve absorbed from all the messed up, mixed up Christian messages about work not being pleasing and glorifying to God.
Another thing that this does is it creates consistency and sort of raises your floor every month. If
you want to do something really powerful, you could do a membership program here so that you get monthly recurring revenue and then people upgrading into something bigger. Food for thought.
If you get enough people in the door and you have actual limits that you’re bumping up against where you’re not able to sell your mid ticket thing to as many people as want it, you can start doing things where you’ve got enough demand, now you can raise the price.
It’s a natural byproduct. You, the supply and demand dynamics are raising the value of this thing. More people want it than can have it. You can raise the price. And as long as it’s still creating this massive outcome, you shouldn’t feel guilty about that. If people are spending 2, 000 to get an in an outcome that’s worth more than the 2, 000 they’re spending, and if it’s by a lot, then you’re actually rendering them a service.
Because papers sitting in a pile or numbers sitting in a bank account, those things are useless except for the outcomes that they can help you create that matter to you. So it’s an exchange of value.
But this gives you consistency every month where if you’re able to sell a certain number of things at cost, it raises your floor, it gives you stability, and
Repeated opportunities to sell.
So I’m gonna clear the screen before we get further. ’cause it’s looking a little cluttered over there and I don’t really like it. It’s making me a little anxious. But we’re gonna talk about the premium offer next. Okay? And this is, I recommend all three of these. Again, you start with the mid ticket.
You move into the low ticket or the high ticket, depending on what you’re optimizing for. We just talked about the low ticket, so let’s talk about this premium high ticket offer for a second. This is the best stuff. This is the intimate stuff. It’s where you get to really work with people very, very closely.
It’s where you’re pouring your own time into someone else’s life or business at a really deep level. Okay, the the high ticket offer for us example in sort of the overlap design world is the offer where we build everything for you. We will design your offer with you, we’ll write your sales page for you, we’ll write your advertising video scripts, you record those videos, and then we’ll edit them for you and set the ads up to run the right way for you.
Okay, so even this process as complicated as it is, we we have a premium offer that’s You know, it’s not hugely expensive, but it’s a lot more intimate that allows us to step in and do things alongside you to create the outcome. It’s the highest level of service we offer, right? We also do websites and sales funnels and all those things for people who are ready to move into the low ticket realm, but you’re working directly with me and my team, okay?
It’s not cheap. It should be expensive, but with your premium offer, you can be incredibly picky about who you work with. Like, probably more picky about who you work with than you’ve ever been in your entire career because of a couple of reasons. They always have the option of spending significantly less to get the same result in a group coaching setting.
Which is good for you because you still have high margins, high profit you know, if they want to buy your mid ticket thing or even a more expensive high ticket thing that’s not a super premium you’re still turning out good results in a scalable offer. You can say no because you have something else that they can still get the offer.
Okay, you’re not turning them away from ever getting what you have to offer. Just say, I don’t think we’d be a good fit to work one on one, or I’m not able to take one on one clients right now, but we do have our scalable offer, our leveraged service model, whatever you want to tell them it’s called. Just think for a second about what has happened once you reach this, this spot.
Okay, you’ve solved what I call the golden triangle. Okay, you’ve gotten very clear answers to these questions. Who are you to this market? Who needs your help? How can you help them? What do they stand to gain from your help? And how are we packaging this offer together? That’s the mid ticket thing. And then you’ve condensed that down into one really valuable, easy to sell, no brainer offer and found people who need your help with one thing, one super simple, Honest client acquisition system bringing them to you every day.
Okay. In fact, you’ve also validated that people want the thing you’re planning on selling. And now you’ve gotten, we’ll call it five to ten people at a minimum, who’ve paid you for your mid ticket offer, who respect your expertise, had a great experience with you. And now, now they’re staring down the barrel of their next big problems and hurdles to overcome.
What if they wanted to keep moving forward with you? Why don’t we just… Ask them what they want help with next. This is why a high ticket offer can be the right next step after your mid ticket thing. Once you get mid ticket working to 10k, you insert a high ticket in here and you get some people around you that can help you deliver these in a much more scalable way.
And you could be at 50k two months from now, okay? You could make up something to sell without, you know, you could skip here, skip the iterative process of mid ticket that lets you circle and dig down to the thing that matters most to your clients. You could just invent something, you could, you know, again, I would feel Not good about this if I were a believer doing it, but you could copy what other people are doing and just come up with a high ticket offer.
But you could start with mid ticket, get sales quickly, and then work with the people you just helped with your mid ticket thing to figure out the next steps, the next outcome, the bigger outcome. Okay, and they will literally tell you what they’re looking to buy next because you’ve had this cool collaborative energy with them the entire time you’ve been working with them and they know that you, and trust that they can share what they’re working on with you and you’ll figure out a way to help, especially if they had a good result in the mid ticket offer.
And if these people were good clients, chances are that there are way more people just like them and now you know what they want too. So, we get to outline a high ticket program that takes people further down the transformation pathway, guides them forward to newer, better outcomes, and gives them more access to you for a higher price.
And they get this incredible deal because you subtract the cost of the mid ticket offer from the cost of this new high ticket engagement with you. They’re already a client, the selling part technically is over and now you can build the best program possible by collaborating with the people who already know, like, and trust you enough to have already paid you four figures.
to move into maybe the five figure range. Rather than sitting down for several months and strategizing about what kind of high ticket offer you could create and then doing market research, which is mostly just reading complaints in Facebook groups and subreddits or you know, Amazon comments on books that talk about this subject for hours on end, why not just ask your existing clients who’ve paid you and sustained your living right now what they need and then build it right in front of them.
To be honest, I’ve seen people get all these different ingredients right and then get to 400K a month, okay? 40K without having to build a webinar, a course, or a Tripwire sales funnel and for a lot of people… That is enough, man. Like, they don’t need to do this whole big empire and take over. But this is where it comes back full circle, okay?
We’re talking about these three offers. The reason I’m able to say yes or no to premium offers is because tomorrow, two to three, four hundred people are going to see my offer for my books. Okay. And then the day after that, two or three hundred, four hundred people are going to see my offer. And a chunk of those are going to buy it, right?
A portion of them are going to get on the phone with me. A portion of them are going to buy the growth map without me ever having to call them. Most of them are going to purchase the growth map. A few of them are going to be interested in the premium offer, fewer of them still will be qualified for me to do it for them, and then the cycle continues.
Not every once in a while, again I don’t do static launches here, every day. And my team is not scatterbrained, right, jumping from here to there, from this thing to that thing. They’re devoted to, Like, remember what I said, focusing on the acquisitions funnel, focusing on delivering a great mid ticket offer, on email follow ups and doing calls, helping me deliver on my premium offer and my mid ticket offer.
So, I have an advantage, even in hiring, right, which you probably don’t have because my business is very consistent. I know that a lot is going on, obviously we’ve been here for a long time. I want to prove this to you with simple math.
Let’s say your first version of this, you create a 1, 000 service mid ticket thing that you sell 10 times.
That’s 10, 000 a month. Okay?
Let’s say your next move, since you’ve gotten so much income from spinning up your mid ticket thing, is you go ahead and You get some people to help you create a book or a masterclass or something like that, and you start running ads to that. And, you know, it might take a month, might take two months, but you scale up using the methods I teach up to, let’s say, 2, 000 a month.
In ad spend and 2000 a month $2,000 a month back. Okay? You put it in, you get it out, ad nauseum, add infinitum with your low ticket thing. Now you’re spending two KA month, but you’re getting that right back. But now. So, because you’ve added this in, you’re getting a 1, 000, first let’s say it’s a 1, 000 offer and now you’re selling 20 of them, well now you’re at 20k and you didn’t have to start up all the conversations yourself because you had this low ticket thing that was bringing in those, those clients for you, but then you could raise the price.
So, let’s say that having that volume allows you to raise the price to 2, 000, and you know, you have a slight dip in conversions, most of the time you won’t even have a dip in conversions, but let’s say that you sell
15 of them.
Now, I’m not incredible at math, but I’m pretty sure that’s 30K a month.
And let’s say of those 15 people that come in every single month, you get 4 of them
to upgrade into your high ticket thing now,
which is 5k or 6k 8k, right? It depends on the size of the outcome you’re solving, but let’s get four of those
every month. And that’s another 20k. You add that to the 30k you made from the other thing and you’re making 50k a month, right?
And then once you’re at that level, if you systematize, if you automate, if you delegate. And you do it in a way that removes chaos. I mean, if you spent 2k and then you got 50k back…
That’s a 25 times return on your ad spend. You’re putting a dollar in and you’re getting 25 out. This is how you get big returns. It’s, it’s like fourth grade math.
The bottom line is that most financial problems in businesses are not marketing related. They’re offer economics related. Okay, which is the way the business is structured. If it’s structured wrong, it’s a poor foundation. You can’t build very high and it’s impossible to be profitable. We want to make it so that it’s almost impossible to not be profitable and to get us started and moving and free from other obligations and you know, now we don’t have to do that done for you freelance work.
Now we can leave the nine to five job because we have a vehicle that’s getting us to 10k a month and freedom and then this stable place from which we can grow and build to get to the 20k, 50k, 100k level.
And if you have a business that works in an area where the outcome is massively, massively worthwhile to people who have a ton of money, you can even do like a 25k, 30k offer on the other side of that, maybe a year long mastermind. The sky’s the limit. You can scale to all kinds of silliness if you just get the three offers installed in the right order, working the right way.
It’s honestly crazy how far it can go.
If you take nothing else away from me, you never do any more business with me, you never buy anything else from me, and you never even hear my name ever again. Please understand this one thing. The best way to grow a business is to be smart about the offers, to make sure that you’re set up, you’re stacking the deck in your favor so far that it’s almost impossible to fail.
I mean, honestly, if I were having one thing, it would probably be, I want you to know that Jesus loves you with everything in him, that he died to rescue you. Hopefully you already believe that if you bought my Christian book.
But nonetheless, we believers even forget those things sometimes, and it’s really important to live and walk in that. But on a business level, if you only learn one thing from me, Straighten out your offers, straighten out your business.
Now, if you would like any help whatsoever to kind of put these offers together, specifically let’s start with that mid ticket one if you want help with that,
if you want the freedom to be able to break through to 10k, obviously read the book, implement what’s in the book, but if you want my personalized help with that, the growth map is available to you. There should be a button somewhere on this page where you can go and sort of learn more about it.
We’ve recently retooled this whole thing. I’ve been, I’ve been teaching this for over a decade now, but we recently retooled it to be mostly targeted to believers.
I would love to have a chat with you about it. You know, it’s at the best price it’s ever going to be again. We have different levels based off of budget, we have funding options, we put a lot of effort into making this accessible for people. I want this to be the best, I want to see an army of thoughtful, brilliant Christian coaches going out and serving people with their gifts and finding freedom for themselves and creating impact in the lives of other people, both through the money they make and then give, and the work that they do to create.
Impact, and a more garden like world in their circle of influence as a king or queen under the King of Kings, serving Jesus and expanding the borders of his kingdom.
And it starts with your offers. Build the right offers in the right order, test, iterate, find the right language, find the right approach, treat it like a fun experiment, have conversations with people, sell them, get to 10k. Choose to optimize for time or money first and then you can do the other one, right?
Do the self liquidating thing and then the high ticket or do the high ticket and then the self liquidating And then grow as far as God allows you, right? So that’s it Hopefully this has been helpful if you’d like to learn more about the growth map and how we could help you get that mid ticket started or Candidly, if you’ve already got a mid ticket thing, you already are on board with my logic and you can see where it’s already working, you’re already at a certain point.
If you want us to redo your website or to build you a custom sales funnel or anything like that, you can always, you know, go to the Get Started page and book a chat, a time to chat with me or one of my team members and we’ll help you out that way as well. Always open to discussion about this. There should be, again, a button somewhere on this page.
Hopefully this has been helpful to you. I appreciate you. It’s obviously not been a short lesson. I appreciate you taking the time to listen to this. I hope that, honestly, it’s been of value to you and has gotten you thinking about how your business is structured, how it ought to be structured, and the way that a mid ticket offer can break you out of your struggle and into a place of freedom and, and serving God with your efforts and energy to create more impact and service to Jesus.
With all that said, take it to heart, put it to work, The easy part is learning how, the hard part is doing it. And if you need any help, we’re here for you. God bless you all, further up and further in.