It’s definitely possible to get consistent high-ticket enrollments from your content – but it’s gotta be written strategically.
A common mistake that I see in content is that it doesn’t let the reader know what you’re really an expert in.
(High-ticket buyers want to know EXACTLY what kind of help they’d be getting from you – they won’t usually invest in something that’s not clear. This isn’t necessarily true of lower-ticket buyers. They will sometimes buy something unclear if there’s enough hype around it.)
For example, I recently saw a post that started off with the heading: “HOW TO BE MORE PRODUCTIVE AND ELIMINATE SHINY-OBJECT SYNDROME.”
And then the whole rest of the post gave the writer’s thoughts on how to actually think about one’s goals in a way that would make you more likely to achieve them.
It was all pretty vague, though – the writer didn’t give any examples of the KINDS of goals they were talking about, or walk through the method while referencing a specific situation to illustrate.
Though I kept reading and reading, all the way to the end, I never could pick up on any clues to what the writer was actually an expert in – or what they could actually help me to do (specifically) if I hired them.
There was only one teeny little clue at the very end – just a sentence that was almost a throwaway (if you weren’t reading very carefully, you could have missed it) – something like, “If you’re procrastinating on growing your business, maybe you need to approach that goal differently. I hope the tips in this post help you.”
Interesting, because until that point, I didn’t even know that it was BUSINESS we were talking about – for all I knew, this person was an expert in something like strength training or decluttering or God only knows what else.
After all, being more productive and eliminating shiny-object syndrome applies to many things in life.
And the call-to-action at the end of the post wasn’t for a paid offer, either – it was for some kind of downloadable freebie checklist which sounded just as vague as the original post (something like “My 10 Step System for Achieving Any Goal”).
Here’s the real kicker, though – wanna know how I came across this post in the first place?
It was because I was scrolling through a Facebook group watching people complain about how organic content creation (blog posts, FB posts, etc.) doesn’t work well for getting high-paying clients.
And I clicked on the profile of one of the people who was saying this, and then clicked to their website and started reading the content. And found this post that I’m telling you about now.
*facepalm*
I mean, really – I could IMMEDIATELY see why that content wasn’t working for this person.
So it makes sense that they’d think “organic content doesn’t work for attracting high-ticket buyers.”
This is why I will probably never stop shouting this stuff from the rooftops as long as I’m alive – because people don’t see what they’re missing when it comes to articulating their message.
And I’ve created a blueprint that ensures that the important details in communication about your offer and expertise don’t get missed.
So, how would I help this person to re-do that content so it actually drew in high-ticket buyers?
Well, this is where it gets tricky because based on what I’ve read so far, I DON’T actually know what this person actually does. So I don’t know how to advise them to fix their message – unless I were to talk to them 1-on-1.
(that’s why working with me 1-on-1 can be so awesome and magical – once I have you in front of me, I can ask exactly what I need to know to clarify what’s not clear, and we can fix it rapidly đŸ˜‰ )
Right now, all I know is that what they do is something about “growing your business.”
So, the first thing we’d do – before creating any content – is to get very clear on how to articulate the overall outcome of their work.
There are at least 5,002 specific outcomes that might fall under the umbrella of “growing your business,” and I have no idea which one is right for this person – but in the Strong Methodâ„¢ (my method), we get very specific.
It could be something like “hire your first associate consultants and restructure your services from 1:1 to group so that you can scale your consulting business from six to seven figures while making yourself optional when it comes to delivering client work.”
Or something like “go from booking 1 meeting per week to 3 meetings per week with potential clients via cold-calling so that you can at least double the number of clients you’re enrolling.”
Or… a million other things. There are various micro-areas of a business that can be worked on to achieve “growth,” whatever that may look like.
Anyway, but THEN – once we have the overall outcome, we break it up into micro-problems (what are the various sticking points when somebody is trying to achieve that overall outcome?), and THOSE are the post topics.
So, maybe let’s take the cold-calling one and apply it to this post-writer’s original topic.
So, instead of “HOW TO BE MORE PRODUCTIVE AND ELIMINATE SHINY-OBJECT SYNDROME,” maybe we’d have:
“WHAT TO DO WHEN YOU GET DISTRACTED AND CAN’T MAKE YOURSELF FOCUS ON MAKING COLD CALLS, EVEN THOUGH YOU KNOW YOU’D GET TWICE AS MANY CLIENTS IF YOU BOOKED MORE MEETINGS”
Already way more specific and actually gives me an idea of how this person could help me!
(OR already tells me that they CAN’T help me because my business model isn’t based on cold-calling – which is just as valuable because it immediately filters me away as a poor fit)
We could even get more specific if I knew more about the types of clients that this person helps people to book – like maybe instead of “get twice as many clients” it’d be, “book twice as many $10k retainers.”
So then we’d re-work the whole post so that the advice and strategies shared were specific to the “book more meetings via cold-calling” outcome. There’d be examples and mini-case studies of how the productivity strategies would apply if one were struggling to stay consistent with making calls.
And then at the end, there’d be a call-to-action for this person’s high-ticket offer – not for a freebie.
And the Strong Methodâ„¢ call-to-action is quite specific, too.
It might sound like:
“Helping you to be productive and stay on track with making cold calls is just part of what I do in my 3-month 1-on-1 program that’s aimed at helping you increase your booked retainers from 1 per month to 2 per month.
“I also [chunk down the other 3-4 main ways your 3-month program helps people to achieve that goal, that were not highlighted in this particular post].
“Send me a direct message at [name/link], and we’ll chat to make sure this is a good fit for where you are right now.”
(Just to break down what I did there, I linked the program to the topic of the post, shared the overall outcome of the program, and also included other topics covered in the program so that the reader gets an idea of the full scope of this person’s work – since the post’s content isn’t going to be able to address it all.)
Can you see/feel that this type of content would be much more likely to attract a high-ticket buyer who’s looking to solve that exact problem of getting an additional retainer booked each month?
(Bonus: someone with a specific goal like that usually doesn’t need to be convinced that the high-ticket fee is worth it, because they can do the math in their head and see that they can make it back with just one or two new clients. Of course, the caveat is that they need to believe you can actually help them get there – which, if you write your content in the framework I’m describing, they likely will!)
This very post you’re reading right now is also an example of the Strong Methodâ„¢ framework, of course.
I didn’t start out this post by saying, “5 TIPS TO WRITE BETTER CONTENT.”
That wouldn’t give you any clue as to what I do or what results I can help people to achieve.
Instead, I linked the “better content” topic to the outcome of “getting consistent high-ticket enrollments” – and I did that right away, in the very first sentence.
This is one of those things that seems really obvious once it’s pointed out – but before it’s pointed out, most people have no idea what they’re missing, and why their content isn’t bringing them the high-ticket buyers.
A lot of people think the problem is that they just don’t have high-ticket buyers in their audience – but I bet you do. For example, if you and I are Facebook friends, then I’m in your audience, and I’m a high-ticket buyer. đŸ˜‰
But I spend most of my FB-time scrolling past everybody’s posts and not hiring them – because I can’t tell what they’re an expert in.
Food for thought, eh?
Anyway, if you want my help to fix your content so it brings you more high-ticket enrollments, that’s a big part of what I do in my 30-day 1:1 intensive.
In that program I also help you get clear on the overall outcome of your services and who’s the best fit to get that outcome (and how to articulate all of that).
We even create your high-ticket offer or tweak the one you have if that’s needed/wanted.
And, in addition to writing the valuable content, I help you to write your offer in my 500-word Strong Methodâ„¢ style so you have something to regularly post and point people to, which sums up what you do and why it’s worth a high-ticket fee in a more concise and easily understandable way than I’ve ever seen anywhere else.
You can send me a DM if you’re interested in the 30-day program and we’ll chat to see if it’s a fit.
I do rolling enrollment for it, so you can enroll almost any day of the year as long as I’m not taking a vacation.
If you’re interested in JUST having my help to articulate the outcome of your work, I chop off that piece from the 30-day intensive and address it by itself in my group workshops that I offer a couple of times per month.
You can always check this page to find out when the next workshops will be.
You can also DM me on Facebook if you’re interested in joining one of those. We’ll have a quick chat over DM to see if it’s a good fit.
And, finally, if you’re interested in becoming a Strong Methodâ„¢ Practitioner and teaching my methods to your own clients, I have a certification program coming up. You can also DM me on Facebook if you’re interested in that.
Did this post give you any “ahas”? I would love to know in the comments.