If you’ve ever thought to yourself “I just want to be accessible” so everyone can afford your products and services or so you can impact more people in the world: stop.
Because being accessible is killing your business
Here’s why:
You’re hoodwinked by the $27 and $67 offers online (and don’t understand that they’re not designed to be profitable)
There are two low ticket models in the market right now. The first is what’s called a SLO funnel (Self Liquidating Offer) and you’ll typically see these all over Facebook Ads. And I know that sometimes that feels so much easier (and less scary) than offering a program at a higher price, but here’s what you need to know:
Those products are only designed to offset ad spend, not deliver a product. And, they’re incredibly complex, so much so that I’d suggest they’re one of the most advanced business models out there. When you purchase one of these products, you’ll typically go through up to 50 iterations of the product before you find the right mix of Facebook Ads, Products and Sales Messaging (yes, I said Ads and Products with a plural).
That’s because these products always require Facebook Ads, and what you don’t typically see is that on the backend there are at least 3 more products – a bump offer (add-on at checkout), an OTO (one time offer) that is presented to you at the purchase thank you page, and a high ticket or signature product that these programs are designed to lead into.
The other thing I’ve seen (and experienced personally) is that low ticket offers can sabotage ascension into your Signature Program. Just like a lead magnet, your low ticket offer is designed just to create the desire for people to ascend into your Signature Program, not necessarily to solve any major problems – but if the messaging and content is similar to your Signature Program, I’ve seen several times that this kills conversions into your Signature Program. This is also one of the reasons I never rush to create low ticket offers.
The next low ticket model is one that I’ve seen become so popular on Instagram and that’s where people have a range of $67 and $97 offers in their business and they promote these mainly through things like Instagram Reels. Now this can work – except that conversion rates don’t change that dramatically between lower priced offers and offers up to ~$2,000 – so in having these collections of offers, you still need to be driving a BUNCH of traffic into them and want those products to be (like a SLO funnel) encouraging people to buy other products.
I filter every decision in my business through the lens of Peace + Profit Decisions. I ask myself:
Is this the easiest path?
Is this the quickest path?
Is this the most probable path?
To the peace + profit goals I have for my business: and in almost every scenario – the lower ticket programs are none of those.
You’re coming across as poor quality.
Let me know what you think when I tell you these scenarios:
You need brain surgery and shop around. Most brain surgeons are $100,000, but then you meet Dr Bob who says he can do it for $1,000. What do you think?
You walk into my shop and I have a Louis Vitton handbag that I can sell you or $10. What do you think?
You walk into the supermarket and see organic raspberries selling for $1. What do you think?
Regardless of how life changing your content is, when you provide really “accessible pricing” – what you actually might be doing is repelling your Cloud 9 Clients because they don’t believe the claims you make are as good as you say they are.
What’s also happening when your prices are too low, is that you’re getting low commitment from people which also equals poor results – so it becomes a cycle. You attract the wrong people (while all the really great people walk on by to other providers who they believe can get a better result), the people who join aren’t really committed because they didn’t have to put their money where their mouth is and really commit to making change in their lives, and then hence don’t get the results you promised.
What you actually want to be, is the business who has an incredible product that inspires and motivates your Cloud 9 Clients to join and get results.
That comes from a Signature Product and framework.
You’re leaving yourself no room to pay yourself.
When you’re not paying yourself enough in your business, you get burnt out really quickly.
Maybe you’re starting your business and working a 9 – 5 or maybe you’re hustling between naptimes and if the revenue isn’t there, your husband is shouting ‘where’s the money’ and what inevitably happens is you see all of this work you’re putting in for an unequal return on investment and…
You become resentful.
You become burnt out.
You inevitably ghost.
And then quit.
When you’re rewarded for your business and it’s worth your time, effort and energy: you have the motivation and financial support to continue and grow.
You’re not leaving any room to expand with ads or team
If you have the dream to impact the world and grow (at all levels – not just financially) then the number 1 way to do that is to have enough wriggle room in your budget to not just pay yourself, but to also invest in advertising (ahhhh the dream of having leads and sales come through without you doing much at all – and saving so much time and energy), and saving time through adding team members such as a part-time VA.
When you have more time and funds to be able to not just pay yourself (so you can quit your 9 – 5, or invest in a housekeeper, or childcare) but also invest in resources that will help you grow (AKA ads or team), you’re keeping yourself on the merry go round of lots of DOING and the same same results (or even declining results.
If you’re only charging an ‘accessible’ price, then you’re going to struggle to be profitable and do those things.
One of the most empowering concepts I’ve learned in business (which has helped me grow so much more) is to be ok with leaving money on the table and make peace with not having products and services that are for everyone.
I focus on one to two core products at a peace + profit price that is perfect and high value for my Cloud 9 Clients and am ok if not everyone can afford to work with me.
Tune here for the full episode:
So how do I make peace with some people not having my paid support?
Easy! Know what the most accessible price is?
It’s free.
I invest in recording this podcast one to two times per week
I email my list once a week
I provide exceptional value in every one of my lead magnets
And I show up with free value nearly every day on social media
Every day, I’m sharing knowledge with the most accessible product: free products.
And in doing that – I get to continue to grow and expand my business, deliver exceptional results to my clients and “be accessible” (and feel super at peace) to the people who cannot afford to work with me.
