In this episode, Brea and Lisa explore the phenomenon of low ticket offers and how they can be a game-changer for your business. While high ticket items often steal the spotlight, we believe that low ticket offers have their own unique magic that can help you build relationships and grow your business.
Plus, we have a special invitation for you! Make sure to listen to the end for an exciting new opportunity to connect with other listeners, ask questions, and get support as you implement what you learn.
🎧 Whether you're just starting out or looking to expand your existing offerings, this episode is packed with actionable insights that you can implement right away.
Let’s unlock the potential of low ticket offers together! 🌟
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The power of the no-brainer factor. Low ticket is a strategy for creating offers that your audience can’t resist, making it easy for them to say "yes!"
Transform Browsers into Buyers: By offering low ticket items, you can convert freebie seekers into paying customers. This shift not only establishes a business relationship but also increases the likelihood of repeat purchases in the future.
Creative low ticket ideas. Steal some of Lisa & Brea’s favorite low ticket offerings that you can implement in your coaching practice.
Leverage Existing Content: Coaches can create low ticket offers from existing materials, such as recorded webinars, activity guides, or coaching templates. This allows you to monetize content you’ve already developed, making it easier to generate income.
Build Trust and Value: Low ticket offers can help establish trust with your audience. When clients see the value in your lower-priced products, they are more likely to invest in higher-ticket items down the line, creating a sustainable business model.
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Define Your Low Ticket Offer: Determine what your low ticket offer will be. Remember to make it a “no-brainer” for potential customers.
Repackage an Existing Asset: Look through your existing materials (like recorded webinars, handouts, or coaching questions) and package them into a low ticket offer. Aim to create something that provides value and can be easily sold, such as a workbook or an activity guide.
Ask For the Sale: After you create a clear offer, it’s time to communicate it to your audience. Remember, people who have bought from you before are more likely to buy again.
Automate Your Sales: Consider exploring ways to automate the sales of your low ticket offers, such as through email marketing or online sales platforms, to generate income while you focus on other aspects of your business.
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Lisa: I'm Lisa.
Brea: I'm Brea.
Lisa: And today we're talking about a wallet phenomenon. It is all about low ticket offers and how they can help your coaching practice.
Brea: Ooh, I love a low ticket offer. Come on.
Lisa: Yes. Come on.
Brea: I'm here for this. Yeah. All this talk. I hear so many people like, oh, here's how you have the highest ticket.
Lisa: Most high end product. That's all cool. If you can sell $100,000 product. Cool. I love you for it. It is amazing. I have sold six figure product. things as well, or services rather, but low ticket is its own phenomenon. It has its own magic. I personally love having low ticket in the portfolio of a coaching business.
Brea: Amen. Yes. I mean, that's how I launched my business was a hundred people, a hundred dollars, a hundred people in 60 days that I was able to coach. And that was the foundation for an eight plus year business, you know, so.
Lisa: Yeah. OK, so let's just do dollar definitions and then we can do a little bit of a greater definition. But if you say low ticket, what is a dollar amount of a we're talking U.S. dollars if you want to do a conversion from another currency. But what is approximately a low ticket offer in your world?
Brea: In my mind, I think $100 or less is a no-brainer. When I think of low ticket, I think, what is something that you could put out there and almost every single person, nine out of 10 people, could say yes without having to think about it, without having to ask for permission from someone, without having to get special funds. Just $100, sure, I'll try it.
Lisa: I would say something very similar but in my mind it's all about the no-brainer factor like I like to get in a $25 or under zone because I want it to be true no-brainer like literally they just go oh I will, yeah, sign me up. I'm not even going to think about it.
Brea: I would be an idiot if I didn't say yes.
Lisa: Yes, yes. So personally, I like the person, not the value of the offer, because I do think it is cool in a low ticket offer. If you could say, here's a Lamborghini product, but you're going to pay a Camaro price. If they can get that vibe on the value difference, then of course, they're going to be like, oh yeah, I'll put my $100 in. But that idea of offering something that has way higher value is super cool. But I like that. Yeah, that very low ticket is for me and the strategy that I have behind low ticket. I like it to be very low.
Brea: Yeah. And you know, this, gosh, this conversation could go so many different ways. Like, you know, a $9.99 offer, a $10 offer could be an upsell, right? If they're buying something online and then it's like, oh, here's another $10 thing. Do you want to just add that on to the course you bought or, you know, the coaching package or whatever? That's one kind of low-ticket offer where it's coming at the end of the purchase. I think when I think of low-ticket offers, most often I think of something that's coming at the very beginning of that customer journey to bring them into your sphere and start working with them in a small way. Kind of like you dip your toe in the pool before you jump in just to get acquainted. That's not so much of a shock. That's, I think, a great use of low ticket offers as well.
Lisa: I am absolutely with you. I think the biggest magic you can get out of it is on the front end. So I have two favorite things. One, I have, as an example that is concrete, I have $10 activity guides someone can download and they don't have to be a trainer type. They don't have to have any special training. and it allows them to run a mini team building kind of conversation with their team. So those conversation guides slash activity guides, 10 bucks. I mean, it's one of those things like I love that for those who can't afford the bigger service right now. But you know, they'll stay in touch with you. And later, they might become your deeper clients in that way. But one of my favorite ways is totally a different strategy. It is when someone signs up for your list. It's like, Hey, you just downloaded this thing, this, this freebie on conflict. If you click here, you can also grab for $10 this more robust version where I can walk you through being able to lead a conversation like this with your team. I think that is such a cool way and I have so many reasons for it because it's easy to spend the money. You're converting a prospective customer into a legitimate customer. Now they're not just lurking around. Now they're not just looking at freebies. They are now a customer and people who have already purchased from you are so much more likely to stay in touch with you and purchase again. And I think probably the more important thing, you're establishing a business relationship with this person. And I hear people all the time say, well, I have all these people and they're just around for the free content. I have the tire kickers, I have the freebie seekers, but I don't have people who transact. Well, I think that if you put out so much free content everywhere all the time, it's great. And that is a good thing for being able to have brand awareness and establish relationships. But think of it, it's kind of like they view you like a charity. And you have a business and you have to make offers to not go out of business.
Brea: That's right.
Lisa: So this changes the relationship. So some things are free content, some things are for sale, and it normalizes a relationship that you have offers and you have a business, not that you are only a charity where they come to get only free. And I think that dynamic in the relationship, and listen, we're talking about the shift happening over $10, but it totally changes the mentality in the relationship, and I think in such a good way.
Brea: A huge way. You know, this is so key. As you're sharing, I was just thinking about all of the conversations that I've had. with other coaches or other business owners who say the exact same thing. I'm putting out all this content, I'm showing up on socials and no one is buying. And so I just ask, well, have you asked them? You know, have you asked them to buy? And they're like, wait, what do you mean? And I'm like, have you put out an offer? Have you actually said like, here's something and this is what it costs, you know, or are you only doing the free stuff to try to get them into your funnel? There's all this noise out there about getting people into your funnel and the purpose of the funnel is to get them to buy. It's not the end, it's the beginning. It's surprising to me how many people forget to ask for business and to your earlier point, to ask for repeat business. Right? People who have already purchased for you are the most likely prospects for future sales. So ask, ask, ask, ask. You have to, you have to ask. When I think of transforming browsers to buyers, the difference in my mind is the browsing, the free content, you know, the things you want to put out there that you might not be charging for. That's the why. Why should you do business with me? Why is it important? And what that sounds like to the customer is what is the problem that you're facing, right? The free stuff should connect with them in a way that says, ooh, this is my person, Lisa. Like she gets it. She gets me, she gets my problems, she gets the situation I'm in, however you want to say it. I understand why I should do business with her and that she can help me. She's the person. And then you charge for the how. you're not going to tell them how to fix their problem or you're not going to give them the solution for free. You're going to charge for that. So if your freebie is attracting them into your funnel, then what you're offering them in even a low ticket way is just maybe here's the first step to the solution and then they can pay more for a bigger offer that offers them more later.
Lisa: Yes, yes, yes. I actually attended one recently and I thought it was a clever idea. I did a boot camp that I paid $25 for and the boot camp, this was extremely inexpensive for what it was. And so as you might imagine, now that I've said that, this boot camp is the start of his funnel. And so you're in the boot camp, and then you're getting upsold into a more expensive product set. And it was great. It's totally fine with me. I only paid 25 bucks. It made it a no brainer for the bootcamp. And truth be told, I already had plans for that week that did not include working. And so I skipped every day except the first day and I'm planning to go back to replays and whether I do or not, I don't know, but I want to. That is another thing about like, it's so low ticket that if I lost $25 over it, I'm not going to lose any sleep. But I also didn't want to lose the opportunity to get this content for only $25. So it was more important for me to take the chance to buy it. And then I'm supposed to watch the replays within a year or they disappear. A year is plenty of time. So, I'm totally happy and if a year goes by and I didn't do it, then I still thought that was a risk worth it because it was such a no-brainer dollar amount.
Brea: I mean, we are in the age where most people would agree with you. I've spent money on things that I haven't used because it's like, oh, it's such a great offer. So, yeah, I get that. I think low-ticket offers are also an opportunity to to build trust with people. When we first started talking, it kind of triggered something inside of me of like, sometimes there is such a thing as too low of a price in my mind. If you're selling a Lamborghini for a Camaro price, You definitely don't want to sell a Lamborghini for, I don't know, whatever is less than the Camaro price. Because then people, they kind of lose a little bit of trust. They're like, wait, this sounds too good to be true. So you don't want to sell something that's $2,500 for $25, right? So there is, there is something I think to be said about low ticket might be under $100, it might also just be like, look, if you've got a $10,000 coaching program, maybe the low-ticket version or the low-ticket offer for that is $1,000, not $100, but $1,000.
Lisa: I'm with you there on value. So let's talk about, as the coach who's building a practice, many coaches have these portfolio businesses. You lead workshops, you do one-on-one coaching, you have group programs, you have all kinds of things. This can introduce the variety of topics, like low ticket can mean, Oh, look, I've delivered these 10 other workshops, but people tend to know me for this other thing. So you could have these low ticket offers in those areas that people don't yet know you for and you want to start to get them exposed to you in that new way. And it's totally low risk for them to do it. Think about things like You did a webinar and you recorded it on Zoom. Now you have a product you could go sell as a low-ticket offer. You have a really cool handout or workbook or something that you use in a framework. Like, let's say you have a workshop that you offer on delivering feedback, and then you have this really cool model for delivering feedback, and you have a handout and a guide on it. And it's sitting in your Dropbox folder and you could just package it up and have a low ticket thing. Like go dig around your files for two or three hours. I bet you could come up with 40 things that you could sell for $10.
Brea: I believe it. I believe it. I've done that. I do that, you know. I have to be intentional about that because I'll just create and create and create and it'll sit and sit and sit and it won't even be sold the first time, you know, because I learn as I do, right? So there's so much stuff that's sitting there just waiting to go out and I love it when coaches come to me and they say, you know, hey, what have you done for I don't know, someone came to me a couple weeks ago and she said she was looking for name cards that she could put into like lanyards for presentation and I was like, oh yeah, I have a template and I sold it to her and it saved her time. It was a win-win for both of us. I was able to customize it for her with her branding. It was a low ticket offer, you know, and it helped her and it helped me. So I think there's people have tons of stuff like that.
Lisa: Yes. And if you know that you're going to create things like this, you could do it with the thought in mind like, hey, I'm going to make this so it could be white labeled for later in your case. Or if it's an end product like a handout that you want to sell, you could just be thinking, oh, if I wanted to sell this as a standalone, what I need to add to my process right now. literally within 30 minutes, you could have your first one done. And then after that, each one might take five minutes.
Brea: Yes. It's always the first one, which is often why people don't do it. Right. Whether it's this or anything is just like, Oh, I have to go buy this software. I have to, you know, go put this thing together, you know, this web page or whatever. I have to add this to my, my Squarespace website. But once it's there, Boom. That's it. I love it. The other thing about low ticket offers, all this noise that's out there that's like, oh, you have to sell all the high ticket offers and you have to make a lot of money every time you sell. McDonald's does not sell high ticket offers. And they, you know what I mean? You can sell cheeseburgers for 99 cents or I don't know whatever it is now, but for very low ticket and be the number one hamburger chain, you know, I'm just making up statistics, but be something that everyone recognizes, right? I mean, McDonald's is, is huge. because they sell cheeseburgers, because they sell fries. So you can get rich on low ticket offers. I guess that's what I'm saying. You don't have to sell high ticket if you don't want to at all. It doesn't have to be- It's not the only way. Yeah, it doesn't have to just be like, oh, you should add a low ticket offer to be supportive. That could be the main meal.
Lisa: It could, it could. And I think that's an interesting model conversation because If it's a low ticket and someone comes back again and again and again, that relationship, it's easy to keep the relationship going. One thing that's difficult about high ticket, I know on this podcast I've told the story about having the $29,000 solution and then challenging myself to add a zero and I sold the $279,000 package and I thought I was so cool. But there's so many, I mean, okay, I'm doing a little high five to myself here for that. Also, how many of those have I sold? Right, right. Certainly not very many so If you want to go whale the rare, you know the rare Yeah, yeah, and some people have a really good time they chase those and they do all RFP business because they're out there doing those requests for proposals and they're looking for those massive multi-million dollar contracts and And that is totally a legit business model. And just as legit business model is selling $25 at a time, a bunch of times to someone who just loves swimming in your ocean. And over time, it'll be like, oh, they bought this activity guide. And then a week later, they bought this one. And then two months later, they bought this other one. And then, oh, look, they started coming to every webinar I deliver. And then, oh, look, they became a workshop customer. It's so fun.
Brea: It's very rare that you get someone to the altar on the first date, right? You know, it's very rare that you're going to just sell your high ticket item to someone out of the blue. And you can either chase them personally with phone calls, with meetings, with emails, however you do it, or you can sell them things. You know, I mean, it's amazing.
Lisa: Yeah. Yes. I like this metaphor. Like we're not trying to get married and do the $100,000 gig deal. We are on a coffee date.
Brea: Yep, that's right. And just getting to know me. And I mean, because like you said, a lot of these low ticket offers can be automated. That happens while you sleep. You're not even doing anything. It's easy. And you're putting yourself out there and keeping your business top of mind with your future customers or with past customers. And that's what's motivating them to buy in the future.
Lisa: Yes. Okay. I'm doing this off the cuff, so we'll see what we can come up with. Let's see if we can come up with a back and forth, like five different things that a person who's a coach, especially the portfolio business kind of coach who does workshops and coaching, what kind of thing could they sell for 10 bucks? Or let's just say low ticket.
Brea: Go. So something that a lot of people don't know about is private podcasts or even just audio. That's something that I love to offer as a low ticket item.
Lisa: Good one. I know you like to talk about Hello Audio as one of those.
Brea: Hello Audio, that's right. Shout out to Nora if you're listening.
Lisa: Okay, that's good. Okay, I'm going to say go back through Zoom recordings and see what you've delivered that you could sell the recording that already exists. If you just do a little trimmy trim and then you could sell that.
Brea: Boom. Love it. Love it. How about audio coaching? I mean, you're picking up on my communication. Number one, I love audio. But like pre-recorded coaching questions, reflection questions, mantras, you know, whatever you want to package it up as so people can hear your voice, experience your coaching questions every day without paying the big ticket price for one-on-one coaching.
Lisa: Oh, I'll tell you one. I hear everyone in the audience, somebody put this out before I do, because I've been thinking of it for years and have not executed yet. It's just basically a workbook of coaching questions, and they're tailored to whatever thing you want to guide them through. And you give them something $100 or less, and they take themselves on their own, their own personal retreat, and you just write up prompts, and you package it up in a beautiful workbook that they can print out and take with them.
Brea: Well, shoot, Lisa, I've got a few of those in my vault. I should just pull them out and sell them. That's a good reminder. Yeah, tomorrow. That's funny. I actually just made another one for a one-on-one client.
Lisa: Well, how many of those do we have as coaches? We do a coaching session, and we're like, oh, they're focused. Like, pick a thing. Oh, this person's really focused on their goals for the year. This person's really focused on weight loss. Like, pick the thing. And then you know you have 20 questions you could support. And if you did a one-on-one coaching, you might even send them follow-ups that you drip out, things like that. Those are all right there under our fingertips, right at the tip of our tongues. It would be so easy to create those from scratch. And we just don't. And it would be so easy to do it and sell it.
Brea: Yep. Yep. And I mean, I have to say it just because it's probably one of the most common things. It's common because it works is an ebook or a guide, 10 steps to something or 10 easy ways to, you know, just a, a real easy PDF download. People love that. They love that stuff, but go for like seven things or 10 things. There's a lot of psychology behind that, but those are numbers that people like.
Lisa: Mm-hmm. And then your deep dive extra private podcast that explains each of them and what to do to really take action Like you could just build from one thing to the next and take your lead magnets and build on them. That's right Okay, I want to build on my activity guides I think that idea of setting up one page guides that someone else can facilitate, it is so powerful. How cool to have, like, I just think about when I was a manager early on, like a frontline manager, and I didn't have a team building budget to go access, I would have spent $10 of my own money. And that is such an easy one to create and so powerful for what you're providing them. with. I think it's a really nice one for those of you who have a workshop business or a content business. Totally.
Brea: Yeah, and for those of you that are listening, you can probably hear the difference in Lisa's brain and my brain. I don't often think about the auto magic or the repeatable, but I love being live. I love being connected even in the low ticket offers. Um, so don't limit yourself to something that they have to download or something that works while you sleep. You can make low ticket offers that are inclusive of your time, you know? Yes. Yeah. Yes.
Lisa: Yeah, you're right. That is not my first go-to.
Brea: I mean, I've done so many webinars over the years that are $100 a seat or $97 is usually the price that I do because of psychology. But, you know, $97 a seat, that's a low ticket price. But if I sell several seats to the same webinar in that hour, then it's worth it for me.
Lisa: Yes. Yep. And now you have a customer, you have a different relationship with that person, and they're going to buy from you in the future, and you've established that relationship at a deeper level. Yes, yes. Because I'm going to come away from that $97 being like, I want more brand.
Brea: I want more, yes. And here's the thing. I find a lot of value in saying, look, spend $97, come to this webinar. It's not going to be recorded. There's value in that. There's attraction in that as well. And it gives a different message, you know? So yeah, just another way to look at it.
Lisa: And you know, I think you're bringing up a different angle on the money, but also you're bringing up a different psychology in terms of putting yourself out there. So if I go to your $97 webinar and I know that it's going to be recorded and resold as a participant, I'm going to be a little bit guarded about what I say because I know any person in the world could buy this and see exactly what I said. And if you say it's not going to be recorded, I'm going to show up in a different way. That's me personally. I don't know if everybody is like that, but I would show up differently if I knew it wasn't going to be recorded. And then, of course, you have the scarcity like, well, you know, buy it here because it's not just something you can download later for free.
Brea: That's right. And you have to sell them something else if they want to keep engaging with you because they don't have a recording from that to go back to and revisit. Right. So they're more engaged. They're more invested because they've shown up in a more vulnerable way, most likely. And they're primed and they're ready to purchase more to keep going down that journey.
Lisa: Yeah. Okay. This was a fun exploration of low ticket. I think for a lot of people, this is kind of a new phrase, even thinking low ticket, high ticket, what kind of ticket? They just think, here's what I do. How much should I charge for that? That's a whole question, a whole different show. What should I charge for that? But this idea of having low ticket in your stable of offerings is a valuable conversation to have and a valuable thought to make sure you run through. Brea, did you have a low ticket thing you wanted to share with the audience?
Brea: Oh my gosh, you know what? I think about all the people who are listening and I hope that you listen and you're like, wow, this is really exciting. I want to do a low ticket offer in my business or I want to add a group coaching program to my business or I want to take whatever the topic of this episode is and I want to do that in my business. And then life happens and you don't take action. If that's you, here's my invitation to you. Let's do a virtual little meetup on the off weeks. We release an episode every other week. So on the weeks that an episode doesn't release, we're going to meet up all the listeners who want to come and discuss whatever the topic of this episode is. I'll be there to answer questions and let's do it. Let's get the work done. Let, let me create a space for you to come together with other listeners of the podcast and actually get this stuff done. So if that sounds good to you, if you want to spend some time connecting with other listeners and connecting with me, go to my website, brearoper.com and come join us.
Lisa: Love it. Love it. Well, I'm not going to say any call to action this time because I'm just going to leave that at Brea's so that you can go hang with Brea.
Brea: Oh, well, thank you. I just, I really want to know who you guys are. I believe you're out there, but yeah, I would love to, love to connect with you. So just come on, you know, and let's get, let's get some work done. Let me activate you and, and let's connect with each other.
Lisa: Yes. Is there a thing like Strengths Twins Activate? Where did that come from?
Brea: Oh, I don't know. I mean, Richard Starey keeps a database of strengths for people to match them to twins.
Lisa: Yeah, it's not the Strengths. What is that? StrengthsTwins.com. That's really cool, but it's not what I'm thinking of. There's something that's like Power Twins Activate or something that I don't know because I'm so missing non-pop culture.
Brea: That's so funny.
Lisa: I keep thinking of Inspector Gadget, but that's not it.
Brea: I don't even know either.
Lisa: People tell us. Look how lost we are. We need you.
Brea: You need to come to the meetup to let us know. Cool. All right. Well, this was fun. I feel like hopefully there's a lot of value there for people. But don't just let it sit. Go and do something with it. Do it on your own or come do it with me and do it with other listeners. Let's do it.
Lisa: One thing, one little thing, because after you do the first one, the rest will seem easy. Talk to you later.
Brea: Bye, guys.
“Remember, hard work doesn’t have to feel hard. Aligned with your strengths, it actually feels easy, energizing, and fun!”
MEET YOUR CO-HOSTS
BREA ROPER
Communication | Woo | Activator | Futuristic | Connectedness
If you need a Strengths Hype Girl, for yourself or your team, connect with Brea at brearoper.com. She’s ready to deliver an inspirational keynote, empowering training, or transformational workshop. If you’re looking for an expert guide to support your internal Strengths efforts, reach out today!
LISA CUMMINGS
Strategic | Maximizer | Positivity | Individualization | Woo
To work with Lisa, check out her resources for independent coaches, trainers, and speakers. Get business tools and strategy support with her Tools for Coaches membership.
The Fine Print: This podcast is not sanctioned or endorsed by Gallup in any way. Opinions, views and interpretations of CliftonStrengths© are solely the beliefs of Lisa Cummings and Brea Roper.