Selling high-ticket offers doesn’t have to be an uphill battle. You know that feeling when someone says, “I can’t afford it”? It’s easy to doubt your price, but guess what? The issue isn’t your price at all!
Let me fill you in on a little secret…
The real problem boils down to two things: either you’re attracting the wrong audience with your marketing message (wording is everything, my friend!), or your offer isn’t hitting the trust factor. See, people aren’t paying for your knowledge or expertise; they’re investing in results—the outcomes they crave.
Chances are, it’s a mix of both issues. But fear not! In this series, I’ve got the perfect framework to attract qualified leads and sign those high-end coaching or consulting clients within days of connecting. This proven framework has delivered amazing results, like clients snagging brand-new offerings valued at a whopping $90k for a three-month engagement or landing dream clients with $40k-$50k contracts within a week of meeting. And that’s just the beginning!
Ready to dive in?
Over the next three articles, I’m going to spill the beans on the secret nuances that can transform your message, align it with the buyer’s decision-making process (oh, we call it The Buyer’s Arc), and turbocharge your high-ticket sales game. Trust me, my friend, you’ll build trust faster, make even the most intangible service a must-have, and slash that sales cycle like a pro.
This framework is perfect for you if:
- You’re a coach, service-based professional, or course creator offering services priced at $5,000 or above (but hey, you can tweak it for lower-ticket offers too 😉)
- You’ve got a track record of helping clients achieve jaw-dropping results
- You’re actively marketing yourself online with a rockin’ website and autoresponder software in place
- You’ve got an audience (even a small one) or a strategy to reach your ideal target audience
Even if you only tick most of these boxes, fear not, my friend! This framework will still work wonders for you. It’s a treasure trove of insights you can revisit as your business blossoms.
The 2 Content Mistakes Most Coaches & Consultants Make
Before we get started, I want to cover two common mistakes that coaches and service-based professionals like you make, and more importantly, how to avoid them.
1. Writing Overly Functional Content Instead of Paradigm-Shifting Content That Transform Perspectives
Sure, sharing the “How To” process to achieve desired outcomes is valuable and showcases your expertise. But here’s the kicker: it can inadvertently position you as a technician.
That’s not what you want!
You want to be seen as THE expert, the one who changes the game.
Enter paradigm-shifting content. It’s a game-changer because it flips the script.
Instead of just teaching, it shifts your prospect’s entire perspective on the problem they face.
When you accomplish this, you become more than an expert—you become their beacon of hope, their guiding light.
Your content speaks directly to their souls, making them feel understood and igniting a burning desire for your offers. That’s the sweet spot!
2. Writing Only One Type of Content Instead of Creating a Symphony of Content
Ever stumbled upon those unicorns of inspiration?
Those authors or coaches who seem to flood the internet with uplifting content and still attract clients left and right? Impressive, right?
But here’s the truth: relying solely on one type of content won’t cut it in the long run.
To strike a chord with your audience and cater to various buyer personas, you need to orchestrate a symphony of content. It’s all about finding the right harmony.
Practical demonstrations, emotional connections, tangible case studies, and inspirational tales—they all have a place in your marketing orchestra.
By delivering this symphony of content, you’ll build genuine connections with your prospects and cater to their multifaceted decision-making process.
Introducing…
The Buyer's Arc: Your Path to Enrolling High-Ticket Buyers through Strategic Content
Buckle up because we’re about to embark on a journey that will revolutionize your marketing game!
Content Type #1: Awareness
Let’s kick things off with a relatable story. Have you ever found yourself unintentionally buying a car? It may sound absurd, but it happens more often than you’d think.
A few years back, my husband and I casually visited a dealership to check out minivans after our second child arrived. We had no real need for a new car, but the idea of test-driving was enticing. Fast-forward three days, and we drove away in a brand-new Sienna, shelling out a significant $35,000 for the “soccer-mom” experience.
What led to this impulsive purchase? We became aware that there was a far more appealing alternative to cramming car seats and our furry friend into a sedan.
Sometimes, your prospects have pressing problems that demand an immediate solution, while other times, they simply become aware that a better alternative exists.
High-ticket offers can successfully sell in both scenarios.
Often, your prospects are already aware of their problem before they’ve even heard of you. In your marketing, you can create awareness by presenting scenarios where your prospects can identify themselves and showcasing how their situation could be different.
To reach your ideal clients effectively, you need to show up where they hang out. If they’re active on Facebook, focus your marketing efforts there.
If they’re podcast enthusiasts, seek out podcast interviews related to your topic. And if your topic is commonly searched on Google, consider writing articles for relevant websites or publications.
The most common types of content that excel at creating awareness happen to be stories and case studies (which are, essentially, professional stories).
Case Studies and Stories To Engage Awareness
Case studies and stories work wonders for building awareness because they naturally draw in your prospects. By presenting scenarios they can relate to or symptoms they are experiencing, you open their eyes to the possibility of a better future. These compelling narratives can be shared on your website, in nurturing emails, on social media, or during speaking engagements, whether online or offline (e.g., podcast interviews).
However, there’s a crucial element to keep in mind—your scenarios and symptoms must align with your prospects’ current situation.
Otherwise, they might overlook your content or dismiss it, thinking, “This isn’t for me.” It may sound obvious, but many marketers unintentionally use examples that either target beginners when selling an advanced program or speak to individuals much further along in their journey when their offer is designed for beginners.
Remember: Your message must resonate with your market.
Now, let’s spark your creativity with a few questions to help you brainstorm topics:
- What are the symptoms of your client’s problem?
- Symptoms are the observable issues that bother your clients, not the diagnosis (the underlying cause of their problem).
- Example symptoms: Attracting leads who can’t afford their services (and they suspect their prices might be too high), experiencing severe headaches during specific times of the day, or struggling to lose weight despite adopting a healthy lifestyle.
- What are specific scenarios and situations your clients would recognize themselves in? (These relate to the symptoms but tell a more detailed story)
- Example scenario: A sales call that seems promising, but ends with the prospect saying they need to think about it and subsequently ghosting, investing weeks in a launch only to realize the return on investment was disappointing, feeling exhausted and needing a nap despite looming deadlines, or noticing a decline in response from someone they thought could be “Mr. Right.”
In our next article, we’ll delve into the second stage of the Buyer’s Arc: Research and Compare.
Get ready to unlock invaluable insights and elevate your marketing strategy to new heights!
We’re on the verge of an incredible content revolution! By steering clear of functional content and one-note messaging, you can craft a powerful content strategy that speaks directly to your target audience.
So, keep an eye out for the upcoming articles, where we’ll equip you with the tools you need to expertly map your content to the Buyer’s Arc, attract qualified leads, and unleash your potential to enroll more high-ticket buyers.
