If you’re feeling called to help people with a certain thing but worried that they won’t pay a high-ticket fee for it…
Consider that they just might pay it indeed, if your framing of the offer were just slightly adjusted – so that you’re speaking more to the OUTCOME they want. 😉
Here are two examples:
“I’m worried that people won’t pay me $5k or more for mindset support.”
“I want to offer a high ticket program to help people move through the creative blocks that jam them up – but a business coach told me that no one would pay for that.”
(Side note before we dive in: I’m always amazed when business coaches tell people that “no one” will buy something. Declaring that absolutely no one on the face of the earth, ever, from now until the end of time, will buy this thing is a pretty strong claim. Do they have a crystal ball or what?! 😉 )
So here’s the thing.
Indeed, people probably won’t pay high ticket for those offers… if you keep the framing as is.
“I have an offer to help you with mindset and it costs $5K…”
“Have creative blocks? I’ll help you for $10K.”
Not super compelling, is it?
People do indeed pay $5K and more (much more!) for mindset support – but it’s because they’re trying to achieve something specific, and they know their mindset is getting in the way.
People do indeed pay high fees for help to move past blocks to their creativity – but again, it’s because they’re trying to achieve something specific in the creative realm, and they know that these blocks are… well, blocking them.
So the problem is that you were trying to position the offer as your METHOD for getting an outcome (the method being: clearing blocks or working on mindset) rather than the actual outcome.
The outcome, AKA the thing (or multiple things) they’re trying to achieve, is/are what you use to position the offer.
For example, if you were using my 500-word offer statement framework, you might start the mindset one as follows:
“I have a great offer for established entrepreneurs who’ve been making mid-to-high six figures for several years or more and are deeply desiring their first seven-figure year, but know their mindset is the main thing stopping them.”
And, for the other example (creative blocks):
“I have a great offer for accomplished authors who have published one or more books already that sold well, and are tackling an especially challenging new book project that’s been on their heart for a while, and are feeling blocked about some aspect of the creation process.”
Of course, those rewritten versions don’t ONLY speak to a big outcome – they also speak to a sophisticated and accomplished client, who has achieved a lot already and (by extension) likely has financial resources to invest in a high-ticket program.
If you put yourself in the shoes of the two hypothetical clients I just described, can you see and feel that they would be likely to invest in these offers?
(Of course, that’s assuming that the coach has a lot of experience and the ability to expertly guide these clients through the challenges and blocks they’re facing – AND has the ability to describe how they’ll do that. Which I don’t have room to get into in this post, but have written about many other times! “How you’ll do it” is the next part of the offer statement, after the outcome.)
You don’t even necessarily need to make your offer as specific as I just gave with those two examples – although you can.
Like with the mindset one, maybe you just know that you want advanced business owners and you don’t necessarily want to get as specific as “mid-to-high six figures trying to achieve seven.”
You could then re-word as follows:
“I have a great offer for established entrepreneurs who are striving for their next big income goal, but know their mindset is the main thing stopping them.
“Examples of good candidates would be:
“1) people whose business has been doing at least $500k/year for a while now, and they haven’t been able to break through to seven figures;
“2) people who are at multiple-seven figures trying to navigate the challenges of bringing on a team;
“3) [another scenario or type of person] etc.”
There are lots of ways to spell these things out – that is just one idea. I’ve helped entrepreneurs to position pretty much every kind of offer under the sun, so there’s a lot more where that came from. 😉
(If you want me to help you come up with an outcome statement like the above for your offer, you may want to attend one of my upcoming group workshops. I offer them a couple of times per month, and you can always check this page to find out when the next ones will be. You can DM me on Facebook if you’re interested in joining us for one of the workshops.)
Also, if you’re interested in getting this “outcome vs. method” distinction more ingrained into your mind, you might want to check out a video and diagram that I created more than two years ago that have helped thousands of people.
(They will be part of the pre-work for those who attend one of my upcoming workshops, also!)
I’ve titled them “How to Sell Help That Your Ideal Client Doesn’t Know They Need.”
You’ll see that there are four categories of outcomes: health, wealth, relationships, and personal development.
And you’ll notice that “mindset” and “blocks” aren’t mentioned anywhere – because those aren’t outcomes! 😉
For the mindset example I gave above, you’d look in the “wealth” column and find the smaller outcome “make 7 figures.”
For the creative blocks example I gave above, you’d look in the “personal development” column and find the smaller outcome “achieve __” (something specific – whatever it is that your ideal client wants to achieve).
Is this all making sense?
Please feel free to let me know your thoughts and reactions in the comments here.
Now, one more interesting note before we wrap up this post.
I’ve sometimes noticed a correlation between (1) talking (solely) about methods and (2) attracting broke/disempowered clients.
Like, the folks who only talk in their messaging about “helping entrepreneurs with mindset” will often share that they only attract the beginning-stage entrepreneurs who’ve made almost no money yet and have lots of other problems too besides mindset.
Same thing for talking about blocks – people who only talk in their messaging about clearing blocks, and not much about outcomes, will often share that they attract people who have many problems and no money to invest.
This actually makes total sense, if you think about it.
Someone who is aware that they have a poor mindset, or that they feel “blocked” in a global and generalized way – yet is not trying to achieve anything specific or big at this moment in time, like 7 figures or their biggest book deal ever – will probably (definitely!!) be more likely to respond to messaging that only talks about mindset or blocks and not about any outcome.
Don’t ya think? 🙂
Because that messaging mirrors the content of their own thoughts.
None of this means that these kinds of folks aren’t deserving of help – it just means that they are not likely to pay for a high-ticket program.
So if you’re wanting to attract folks to a high-ticket program in the easiest way possible, this is something to keep in mind.
If you’re looking for personalized help to position your offer to attract high-ticket clients, and also to write the content in my two frameworks that will draw them in and get them to DM you so that you can enroll them over Messenger, I work with experienced coaches on all of this in my 30-day private intensive.
You can DM me on Facebook if you’re interested.
You can also DM me if you’re interested in becoming certified to teach my methods for positioning, offer creation, and content writing to your own clients. I’m working on a certification program that will likely be available sometime later this year.