If marketing is all about building relationships, then how what kind of relationship do you need to build to sell a high-ticket offer? Well, if we go with the old analogy of dating… what would dating need to be to get to marriage? Most people need more of an investment from you to make a big commitment. For this reason, it is harder to sell high-ticket offers in a single interaction. Prolong the engagement with a runway of touch points and interactions to spend more time with your ideal client. Your goal is to give them the opportunity to like, know, and trust you to the extent that they will invest top dollar with you. Here are four trigger events that can be connected to a funnel to make the marketing runway long enough to get to the payday.
Lead magnets. Freebies are great, but no one is signing up for weak checklists or newsletters. Your ideal client is looking for value worth their time. The newest value-packed lead magnets of choice are free pre-recorded trainings, free mini-courses, and assessments… These opportunities can be extended from your social posts, live streams, blog posts, speeches, guest interviews, etc… The funnel can look like this:
lead magnet > free training w/offer pitch> short-term training topic-specific nurture emails > free micro-coaching session w/offer re-pitch > follow up promo emails
Paid Ads. If you see an ad for a high-ticket offer it is usually a retargeting ad that was triggered after you saw or interacted with something else from that company. Ads to cold traffic garner better results when they are used to list build, especially with free events with high perceived value. Now is not the time to give them what they need. Instead, what event could you have that your ideal client would jump at the chance to attend? You gotta give them what they want. The event can be one day or multiple days but it should definitely be the beginning of a funnel. Here’s a map to follow:
paid ad > free event sign up >free event w/offer pitch > follow up promo emails > short-term event topic-specific nurture emails > promo emails to re-pitch
Tiny offers. Free is great but making a buck is better. High-ticket offers do not have to be your first offer. Make a tiny offer to still bring in some money and get them into your ecosphere to travel the road to your high-ticket offer. Potential clients that have paid something, no matter how low, are better leads than people that could only be collecting freebies. Turn your highest-producing pieces of training into a paid workshop or challenge. Add downloads to make it even more valuable and viola… you have a great tiny offer. These offers usually range anywhere from $27 to $197. But there are a lot of prices between zero and high-ticket. Here’s a map to follow:
tiny offer w/high-ticket off pitch > follow up promo emails > short-term tiny offer topic-specific nurture emails > promo emails to re-pitch
Content. As often as you can post, stream, and share tips and strategies is as often as you should have a call to action (CTA). However, the CTA doesn’t always have to be your high-ticket offer. With content bringing in cold traffic and warm traffic, something free or a tiny offer is a great way to go. Here’s a map to follow:
value giving content > invite to sign up for a lead magnet or grab the tiny offer > pick up above with whichever option you selected and finish the funnel…
If you haven’t peeped it by now, leading with a high-ticket offer when would-be clients haven’t gotten to like, know, and trust you enough for a high-ticket investment is a mistake. I’ve seen many entrepreneurs try it, only to experience their audience respond with a resounding “I don’t like, know, or trust you enough to pay that much!” Well, they didn’t say it straight out… but they didn’t buy either.
If you need support with creating a marketing runway support in reaching your first 6 figures in revenue, let’s talk. It’s FREE. ShaCannon.info/talk