The Low Ticket vs High Ticket Argument

The Low Ticket vs High Ticket Argument

ISSUE #87

You’ve probably seen a bunch of people serving you ads and filling your content feeds with their opinion about this.

TOGETHER WITH

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You’ve probably seen a bunch of people serving you ads and filling your content feeds with their opinion about this.

Pretty much all of their opinions are self serving and align with what they sell.

Because we don’t have anything to sell you, we’re here to give you an unbiased look at both sides of the “high ticket” vs “low ticket” debate.

Let’s dive in 

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DEEP DIVE – 

Part 1:
The Case For Low Ticket

Unless you’re already the unquestioned market leader & category king of your space…

There’s a good chance that the vast majority of people who may buy from you have never heard of you before.

No trust or goodwill has been established yet. 

Companies for generations have data to prove that past customers are significantly easier and less expensive to sell to than people who have never bought from the company before.

Not only that but past customers are also more likely to buy the highest end offers from the company.

The relationship has to start somewhere. 

Especially when you solve complex problems for customers, it can be easier to pick one very specific pain point at a low cost.

This way you can snipe segments of the market who are struggling with that issue with a clear promise to solve it at a reasonable cost. 

Once they get some results with you, they’ll be hungry for more.

Which can lead to more offers in your catalog that includes further low ticket items, subscription offers, and high ticket services.

When selling low ticket, you can acquire buyers and qualify them for further purchases instead of needing long lead nurturing sequences or filling the sales reps’ calendars with unqualified prospects.

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Part 2:
The Case For High Ticket

High ticket “solution seekers” are not the same as freebie “information seekers” or DIY-ers who buy low ticket products to learn how to solve a problem.

Nope — your true ideal high ticket buyer wants to pay someone to take ownership of solving a problem for them so they can focus their time and energy elsewhere. 

Even if you do turn the “info seeker” or “DIY-er” into a high ticket buyer, you may be familiar with kind of client who sucks up way more time and energy than they are worth.

Maybe they’re stressed over investing more money than they’re used to or they are unwilling to fully trust you and give you resistance each step of the way.

You can avoid all of this by speaking directly to the best possible high ticket buyers right from the start.

Your message won’t resonate with the “info seekers” or the “DIY-ers” by design.

By making a clear promise of what you will do, how long it will take, how much it will cost, and how valuable the outcome will be for the buyer…

You speak directly to the kind of people who don’t want to read a long PDF or watch a series of videos in order to get to the offer or the solution. 

Because time is money for the true high ticket buyers, they aren’t going to entertain the lengthy automated funnels. 

They want proof that you can deliver on your promise and a way to get in touch ASAP to evaluate you a bit further and make a decision. 

You can adopt the same mindset by leaving complicated funnels and follow up sequences behind. Create a fast, simple, clear path for people to take to say “yes” to you getting them the outcomes they want.

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Part 3:
The Divine Business Union

Our true opinion? 

The high ticket vs low ticket debate is kind of silly. 

There are plenty of examples of businesses doing both really well. 

Want to know the secret of the businesses who are gobbling up market share at the fastest pace?

They do both. 

You can’t speak to everyone in your market in any single message anyway so start to segment your ads, emails, social posts, and other marketing messages based on who you want to speak to.

Some people in your market immediately go to buying high ticket.

Others need some free or low cost interactions first before they are ready to invest into a longer term or higher cost offer. 

Through a regular mix of organic messages as well as automated systems (email, retargeting ads, etc) you can share varied offers over time that are bound to match with the disparate individual needs of the people who compose your market.

If you’re just starting out, you’re likely better off to start by building your high ticket offer(s) and then pulling specific pieces of it out to serve as low ticket products or free lead magnets. 

This will create a very aligned customer ascension journey because people will have gotten value from a piece of the greater whole. If they want more results, it is clear and logical what their next step is in order to get them. 

If you have value to offer, don’t let one “no” be the end of the conversation. Offer the value in different ways that will make sense to your main customer archetypes.

That first “yes” is the necessary first step that often begets many more. 

Set up your marketing and messaging to capture as many of the right “yeses” as you can.

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