Let’s talk about how to write up your offer in a way that’s specifically designed to attract high-ticket buyers and repel others. 🙂
I’m going to lay it out for you here. But first, let’s talk about how NOT to write it.
A member of my audience once asked me:
“Can’t I just put a brief line at the bottom of my post or email saying, ‘I offer a 3-month program for people who want support to stop binge-eating for good. DM me if this sounds interesting and I’ll send over more details.'”?
Of course, she CAN do that if she wants to.
But, based on my experience, if she wants a steady stream of high-ticket buyers, I wouldn’t recommend it.
A lot of people assume that LESS detail will get high-ticket prospects MORE interested – but that’s not necessarily true!
(it MAY get non-high-ticket prospects more interested – but that’s not a good thing unless you’re not selling high-ticket and/or you want a lot of price objections)
I used to do the whole vague throwaway sentence as a CTA and didn’t get a ton of replies. The ones I did get, would often do a whole sales call with me and then at the end say they couldn’t afford it.
When I beefed up the offer with more details (not a TON of details, just the right amount – which I’ll share in a second) – that was when my business really took off, bringing in multiple high-ticket clients per month (without sales calls!) and multiple-six figures per year – with the can’t-afford-it crew almost completely vanishing (which saved me tons of time, of course).
Just for a moment, let’s dive into the mindset of the high-ticket buyer.
(which I can easily do because I am one, and all my clients are high-ticket buyers and have shared their mindset with me, as well as what their own high-ticket clients have said and done)
What does a high-ticket buyer think when they see, “I offer a 3-month program for people who want support to stop binge-eating for good. DM me if this sounds interesting and I’ll send over more details.”?
Well, for me, I immediately think, “Ugh, this sounds like it’s going to be a lot of work to find out what I want to know about this offer – the price, of course, plus the details of what her methods are and how the program is set up.”
(One of the biggest myths on earth is that if someone wants to know pricing, they’re not a high-ticket buyer or can’t afford it. Totally not true!)
I also think, “If I reply, she’s probably not going to share the details in a concise way that I can easily and quickly grasp. In fact, she’s probably going to suggest a call to ‘learn more about me and see if she can help,’ and then if I get on the call she’ll probably try to get me emotionally stirred up and not reveal much about the program and then try to hard-sell me at the end and question my mindset or commitment if I say I need time to think about it.”
I also think, “If I ‘raise my hand’ in any way to indicate to her that I’m peeping this offer – whether that’s replying to tell her I want more details, or signing up for a call, or whatever – I’m opening myself up to having her put me on some kind of list as being a ‘prospect’ that she can keep following up with, or sending additional emails/content to. And I don’t even know enough yet to know if I’m TRULY interested. Oh, and also, I’m not sure if I even want to reveal that I struggle with this problem to someone I might not end up working with and don’t trust yet.”
And finally, I think, “I’m so busy already with my life and business. Do I really want to spend time – potentially hours – to find out more about this offer when it might not even be right for me? And then potentially more hours of aggravation in the future if she keeps contacting me because I raised my hand this one time?”
When I do that cost/benefit analysis in my head, I usually come up with “no.”
And this is exactly why I don’t usually respond to this kind of CTA. It already feels like a burden to me, and that’s not how I want to start off a relationship with a coach or service provider.
A lot of people disagree with me on this. They say you should be having as many conversations as possible, and that holding back information allows you to do that, so people have things that they have to ask you about privately because you didn’t share them publicly.
(in fact – some of my clients have told me that when they started using my expanded offer-writing framework, they got DMs from other organic coaches who were reading their posts, telling them they were “doing it wrong,” giving too much information and should be holding back information so people have a reason to contact them for a conversation 😉 )
In my experience, when I held back information, I did get more conversations.
BUT! – the vast majority ended up not being a good fit.
(which makes sense – if I’d given more information, it would’ve filtered out more of the people who weren’t a good fit!)
Whereas providing more detail publicly about my offers, I had way fewer conversations, but way MORE paying clients overall.
(The more precise your offer messaging is, the higher your close rate will be!)
So how DO I recommend sharing your offer?
Glad you asked! 🙂
I have a specific way that I do it, and it’s become a whole framework that I’ve helped hundreds of people to apply in their businesses.
It includes:
–Who the offer is for (precisely), what outcome is likely for that person, and where they need to be starting from in order to make that outcome likely [all of this in one sentence usually, or two at most]
–What mechanism(s) are included in the offer that will facilitate the outcome – in bullet-point form (this means actually saying what kinds of methods you’re using, and the different angles from which you’re addressing the problem – not just saying “we’ll use my unique method to stop your urges to binge-eat for good!”)
–Format of the offer (which means length, style such as 1:1 or group, and roughly what it includes – such as weekly calls, Voxer feedback, specific deliverables, etc.)
–Qualifications (these AREN’T things like “must be coachable; must be ready for change” but rather, more like prerequisites – what the ideal client needs to already know and/or have achieved already in order to have the best shot at getting the outcome)
–Price (yep! or if the price is changing frequently or varying for some reason, we do an estimate instead, but still a close one – not something like “between $1.00 and $1 million”)
–A call-to-action to DM/text-chat us if interested (NOT sign up for a call – the casual, low-commitment nature of the text chat is, I believe, a huge factor in the number of responses we get)
–And even what information we ask for them to send us about themselves in that initial DM/text so that we can qualify them quickly and make that chat as efficient as possible (and this information is reverse-engineered from the qualifications as well as the outcome/starting point)
That’s the Strong Method™ offer framework in a nutshell.
And we do it very concisely, in approximately 500 words or less – which usually means that the offer takes less than 1 minute to read.
So awesome, right? Being that concise takes work and time, but you can do it and it’s so worth it. I’ve now helped so many people craft beautiful offer statements that bring the right clients in again and again.
And that concise yet info-packed post honors the high-ticket buyer and their time so, so much. And they know it! They’re already impressed with you and your services when they see this kind of writeup.
And if they contact you, both you and they already know there’s a REALLY good chance they’re a fit for that offer AND are prepared to pay. All you need to do is confirm it by looking over their answers to the qualification items that you gave them at the end of the post.
Now, that 500-word framework is meant for a standalone social media post (and can also be used on a “work with me” page on a website, and in other places too, of course).
But we also use a version of it at the end of our value posts (which also have a specific blueprint – and I’ve shared that blueprint in other posts – like this one, and also in this video).
The end-of-value-post (CTA) version of the offer pitch is usually around 100 words rather than 500, and typically includes the “who it’s for/outcome/starting point” as well as an abbreviated version of the “method” bullet points.
And then sometimes we also link out to the full 500-word version of the offer statement.
So awesome, right? When you do it this way, every piece of content you put out has enough information about the offer that it can attract exactly the right people – yet not so much information that it overwhelms them.
Want help writing these offer posts and value content with CTAs in a way that’s specifically designed for your business and offer and the clients you want?
I provide 1-on-1 support for this in a 30-day intensive (with the option to extend the timeframe for more support).
It’s for experienced coaches and other experts who are looking to get more high-ticket enrollments from social media.
In addition to the offer-pitch and content writing support, I also help (if needed) with narrowing your ideal client, clarifying your program itself, and growing your organic audience if needed with my simple friend-requesting/friend-acceptance/FB group growth strategy.
That was the 100-word CTA version of my pitch 😉 and you can find the 500-word version here.
Simply DM me on Facebook if you’re interested in the program – and include the information asked for at the bottom of the 500-word version of the post.
We’ll have a quick chat to see if it’s a good fit for you and your business 🙂
P.S.: If you want to teach the Strong Method™ offer and content frameworks to your own clients, DM me on Facebook about my certification program!