Creating a high-value offer helps scale revenue growth and serves customers with our best resources for success.
Many entrepreneurs assume that increasing their marketing efforts will increase sales. However, the reality is that the offer itself plays a significant role in the success of any promotion.
While many entrepreneurs think information alone is enough for a compelling offer, the truth is that value encompasses so much more.
In this week’s podcast episode, I’ll share five essential elements of a compelling high-value offer.
In this podcast episode, you’ll discover
✅ Why the difference between high-ticket and high-value offers matters
✅ Why information is no longer enough to attract new clients
✅ Why your client’s success rate increases with a high-value offer
✅ Why selling your high-value offer opens new sales opportunities
✅ Why your client’s success rate increases with a high-value offer
You may be one degree away from transforming your business results. Minor product and marketing adjustments can help you create a sustainable business.
- 88% of women-owned businesses generate less than $100,000 annually.
- High-ticket doesn’t always equal high-value
- It’s important to invest in yourself, but not all offers are the same
- People want more than modules and features
- When sales are low, it may be your marketing, or it may be your offer
- Consider your market’s income range so your investment price isn’t out of line
- When it comes to marketing, we need new audiences to scale
- Value is more than the information; it’s about the results
- Value gives your clients confidence
Related Podcast Episode
Episode #60 Complexity Doesn’t Equal Value
Episode #54 How to Market in a Fragile Economy
Episode #49 Distill Many Ideas into One Profitable Reality (Part I)
Episode #50 How to Distill Many Ideas into One Profitable Reality (Part II)
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Hello. Hello everyone. Marisa Shadrick here with another episode, podcast episode, and today we’re gonna talk about the value of high-value offers. And sometimes entrepreneurs think that it’s all about their marketing, it’s all about their copy, but you have to have a great offer to start with. So that’s what we’re gonna talk about here today on the Resilient Faith Online Show.
So I really appreciate you joining me today. I have a little bit of a deeper voice today, so forgive me for that. I may have to pause and edit out of little bit of a cough that I have. I’m overcoming a Covid right now and so I’m in the healing part of it and kind of toward the tail end, but I’m still feeling a little fatigued and so I’m cutting my day short and doing minimal until I’m a hundred percent. But I’m glad to be here today to give you this podcast episode cuz I feel it’s really, really important to really begin to distinguish between high-ticket and high-value offers. I think it’s really, really important. So today we’re gonna tackle the question about high-value offers and high-ticket. Now I know you’ve probably heard the term before, high-ticket. I think there’s a difference between the two and I wanna clarify what I mean by that.
So when we’re talking about products, we often want to have something that provides lots and lots of value and we wanna be compensated for it. But sometimes high-ticket doesn’t necessarily equal high-value. And I don’t know what type of products and services you’ve purchased in the past. I’ve purchased a number of them because I feel it’s important to invest in yourself and continue to learn. But sometimes high-ticket is not necessarily high-value. So we’re gonna break it down a little bit today and I’m gonna give you some information. It won’t take very long cuz I don’t know how long my voice will hold out. But in any event I wanna share some things for you to consider and think about. I think years ago we would hear a lot about high-ticket and it was a great way for people to be able to charge 5,000 and up for a program and maybe they had a team that delivered on the features of the program and everything was great, right?
And then we had Covid that came and a lot of things changed and the market changed. And I think people just want more than just information and modules and features. And so I make the distinction between high-ticket and high-value. And even high-value doesn’t necessarily mean that you’re going to charge a lot of money, it just depends on your market. And so we’re gonna look into this so that if you do have a product that you’re trying to promote and trying to launch and it’s not going as well as you think it should, maybe it’s your marketing, maybe it’s your copy, but maybe it’s the product itself. Maybe just small little tweaks will help it become more appealing to your ideal audience. So let’s just start with a, a couple of overarching ideas. Now, I don’t know who your market is. If you’re marketing to large organizations that have teams or if you’re marketing to maybe a solopreneur, if you’re B2B or B2C B to consumer, maybe your, you have a product that helps moms of young kids or maybe you have a product that helps entrepreneurs, B2B, whatever it might be, you really need to consider some of these things when you’re trying to align your marketing with your offer.
So it’s interesting, some of the facts that came up when we had the International Women’s Day, which was March 8th. I looked at a lot of the content that came out because there was a lot of articles, a lot of statistics, a lot of things that had come up as a result of that day. And I realized that many people are not making as much as you would think online, especially women. So if you’re target as women, you wanna really dive into the market research and figure out, you know, where are they on the scale. And so some of the statistics that came up were interesting. One in particular that said at 88% of women owned businesses generate less than a hundred thousand annually. Now that should trigger something in your mind. Now if your target is women and it’s B2B and you know that 88% of women women owned businesses generate less than a hundred thousand, then you need to consider what your high-value offer is going to be.
So if you’ve noticed, some of these so-called high-tickets have come down in price too. Either they offer less time with the person providing the high-value offer, or maybe it’s been adjusted where they meet less often than rather more frequently. And so there’s been adjustments that have been made or maybe there are lower offers that are being promoted right now until the economy gets a little better and so forth. But the main thing you wanna think about is your market. Where are they? What type of revenue do they have? How much can they invest? One of the things my dear friend Mike Kim said, you know, don’t try to charge more than what they’re potentially making. Like for example, if they’re making a hundred thousand, what’s the most that they would invest in themselves? Would it be 10% of that? Would it be 5% of that?
And then go from there and begin to think about what your high-value offer is going to be. The reason why it’s so important to really get clarity on your offer is once you begin to market, you’re gonna be talking about your offer. You’re going to be aligning some of the, the results and some of the benefits and some of the transformation that you offer in your conversation. And so it’s important to get the offer right first before you market. Now if you’re marketing, you still need a lot of people. You still need to be in front of a lot of people, which is why I teach my program Impact and Income so that people can begin to market a different way and begin to establish themselves that as expert speakers on established platforms. Because as I’ve said it before, we don’t do it alone.
We’re not enough alone. We are enough to be respected, we’re enough to be valued, we’re enough to be appreciated, we’re enough to have opportunities. But when it comes to the online space, we need to align ourselves with a network of peers and we need to be around new audiences as much as possible. So that’s what that program is about. It’s about not only having impact but income as well. And so in that program, I teach people the first three months is a 90 day intensive where they’re able to create their media kit and really dial in on their messaging, on their cornerstone content to be able to speak as an expert on other platforms. And that could mean a variety of different ways. That could be podcast guesting or that could be doing workshops. It could be a variety of different ways. But the reason why that’s important is that we’re just gonna look at numbers so that you can get an idea.
Say you get in front of new audiences for the year 2023 and at the end of the year say you’ve had an opportunity to get in front of a hundred thousand people where whether or not it was through workshops, whether it was a summit, whether it was podcast guesting, whether it was guest posts or articles that you’ve done, you’ve been able to get in front of a hundred thousand people. Now that sounds a lot, right? But if you go by the simple rule of 10%, if 10% of those people ended up on your email list, then that would mean 10,000 new subscribers. And then if you continue with the formula of 10%, 10% of those 10,000 subscribers could have registered for some type of free event that you had, which would mean about a thousand registrants right out of those thousand registrants if you figured how many of them would’ve attended live.
Nowadays people aren’t attending live as often or as much as they used to. So if we look at it and we consider 20%, which is pretty generous, 20% of a thousand, attend live, that’s 200 people that attend live to your event. And if we take 10% of that, of those 200 people, 10% actually buy, that means 20 people will buy. So you see how the numbers from the very beginning of having that visibility of a hundred thousand all the way down to the nitty gritty of having them maybe show up live and actually convert and you’re looking at 10% having 20 people to actually buy. If your offer is a $5,000 offer and you have 20 people that buy, then that equals a hundred thousand dollars. But you see why the marketing is so important and why getting in front of established audiences is so important and having a great high-value offer because once you have them in your ecosystem, you wanna be able to invite them to your program.
And so your program has to be really dialed in, otherwise all that effort is just going to be gone and you’re not gonna have another opportunity with that group. And so it’s really important to dial that in. So why information is no longer enough to attract clients, information is readily available through Google. And so information is there. We can get information just about on anything it, I mean it’s accessible, right? We don’t have to go to a library, we don’t have to have encyclopedia, it’s all available to us. But value is so much more than just information. Here are a few things that I want you to consider. Value is, is extremely important. People have really, really expensive problems. The longer they delay in seeing the results that they want, whether it’s mindset, whether no matter what the situation is, they’re struggling, they’re in a place of struggle and they’re in a place of pain and they’re in a place of maybe not generating revenue, which is really expensive if they’ve already invested in tools.
So they need to get results, right? So information is is not enough because people have expensive and maybe a problem that has lingered for a long, long time. The second reason is people are always concerned about risk. They don’t want to risk anything anymore. They want something that’s going to set ’em up as best as possible for success. And so the product that you’re thinking of at high-value, what is it that will help them feel like they’re minimizing the risk? And so that’s what you have to think about, how present you’re going going to be. I think it’s really important for us to walk through a process that we have and be there to answer questions and make ourselves available. That’s one of the things that I think is really important and different, you know, as far as what I provide is that I make myself available to my community.
Those people that are in my program, they have access to me at any time. And if they book some type of event or summit and they’re not sure what to do and they can, they know they can contact me, they know they can contact me and we can jump on a call and we can iron out some things and help them to move forward. So they have that first priority with me. And so it’s important to to always let them know that they’re not alone. I think for myself, I think that’s important for people not to know that they are alone. So people are concerned with risk and you wanna make sure your high-value offer minimizes risk as much as possible. We can’t make guarantees for each person, but we can certainly be there to support them and give them all of the skills, all of the knowledge, all of the experience that we have to set them up for success.
Also, number three is people question their ability to achieve results. Value gives them confidence. So when you offer value, people will begin to believe that they can do this. And so every effort, every step that they make is not in vain. They know that they’re gonna be able to accomplish this because they really don’t want people question whether they can accomplish this or not. And sometimes you just have to remind them of some of the skills and the knowledge and some of the experience that they have and how much value that brings because they’re shortening the learning curve for someone else. Number four is people value time. Time is one of the greatest assets that we have. Anything that can help reduce the amount of time it takes to anything will be a benefit, right? Anything that saves us time because we just in this world where we have computers and all of the things, I, I think back in the computer age that it was supposed to make our lives easier and we were supposed to generate work faster.
And yet we ended up with more work with computers and we ended up working not only in a workspace but also at home. And it followed us with our phones and the computer age just seemed to give us more work. And now with the buzz of ChatGPT, you know that how much faster it’ll be to create content to me it just tells me that people are gonna be doing more work. More work If they can produce more things faster, the expectation is going to be higher to create more, to create more. And there’s this, this unsatisfied hunger for everybody to produce more and make the same amount that they’ve been making. And so people value time. So if your high-value offer can help them reduce the time it takes to reach some type of transformation or ube able to save time in some way that has high, high-value, that is far more important than information alone.
And then people want things simple. They want to be able to understand something, right? There’s nothing worse than feeling dumb when you’re reading something or trying to apply something and you don’t know how something works. People want things that are simple, people are tired of technology and all these tools, everything needs another tool and another tool. And there’s a learning curve to the tool. And it’s so complicated and I don’t feel it needs to be complicated. I think we need to get back to human, human connection and be able to have those conversations that we, maybe they’re uncomfortable and we’re not used to having those conversations with people one-on-one or with groups, but we need to be able to have those conversations cuz we truly wanna help someone else achieve a goal or achieve a success or a transformation. And it just takes conversation and it’s always a win for everyone.
So the the five things that I think is very valuable and and far more important than information is again, that people have existing problems that are very expensive or have been there for a long time and it’s very taxing. Number two, there’s always a concern with risks. So you wanna minimize risk. Number three is they question the ability whether they can achieve the results and oftentimes they need someone to come alongside and help them and help them see those blind spots. Number four, people value time. Time is very, very important to all of us, right? And number five is people want things simple. They want a simple path, digestible steps that they can apply. The other point I wanna make is that when you have a high-value offer and you’re already in motion and you’re already fulfilling it and you’re interacting with clients, it’s going to alert you to other things that they may need.
Things that can potentially become other products, maybe some mid-range product or starter product that you can have. So you can have a suite of products and that way when you do have conversations with people, if they’re not ready for your high-value offer, they may be ready for something else that may be is a lower investment or maybe a starter investment, but they’re still in your ecosystem, you’re still helping them, you’re still serving them, you’re still in communication with them. So it’s really important to realize that once you get started, your high-value offer, and that doesn’t mean necessarily high-ticket, it could turn out to be a high-ticket as you tweak it and improve it and perfect it each time you launch it. But in the beginning it will give you lots of information as far as other products that you can create.
So there’s a sense of continuity between all of them, but at the same time it gives you some options to offer when you’re talking to people one-on-one as well. The other thing to realize is that your client’s success rate is gonna increase with a high-value offer. And here’s a few reasons why. Here’s three reasons why. Because when you have a high-value offer and say you’re offering something that’s $2,000 or $3,000 and it’s an investment, right? It’s, it’s a chunk of change that people are investing in you. And that’s always, I never take that for granted. I never take it for granted any investment that anybody makes with me. Even if it’s the membership site that’s only $7. I’m always honored that people are investing and being a part of something that I’ve offered. But one of the things is it increases their emotional investment.
So not only are they investing financially, but emotionally they’re investing as well. And so this is huge as far as the results that they’re going to get. The second one is as they’re emotionally invested, it will also increase the client’s commitment to that program. And that’s important. You’ve heard the term skin in the game. I, I don’t like that term for some reason just doesn’t resonate with me. But it’s that same idea that people, if they’re emotionally invested, they’re going to be more committed and as a result, the third point is that the probability of achievement and success is there because they’re emotionally and physically invested and they’re committed, they’ve made a decision to do this and so that’s going to increase their probability of achievement. So why a high-value offer indirectly satisfies your prospect’s most profound concern. Again, it’s not about information, right?
It’s much more intimate than that because people do not wanna fail. People are trying to interpret what you have to offer to their business, to their audience. Everybody’s products, everybody’s services what their origin story is. Everything is very, very different. So sometimes they need someone to interpret or translate how this would fit their specific niche or market. And you can only do that. Having conversations and a high-value offer again, I feel like has to have a component of coaching in it so that people can get the most value out of it and be be able to understand how to implement whatever strategy, whatever blueprint you’re trying to offer so they can implement it and get the success that they want. So again, in recap, high-ticket doesn’t necessarily mean high-value. High-Value is really understanding your market first, understanding where they’re coming from and walking alongside them and providing something that’s really going to satisfy not only the the knowledge that they’re looking for, but also the emotional struggle that they’re going through so that you can help them achieve the success that they’re looking for.
And so with that it creates a snowball effect cuz as people begin to get transformation, then you get more meaningful testimonials. You see the before and after story. It really has changed these days. It really being able to buy something that just has modules in it where no one is really coaching you, no one is really helping assess maybe something that you created. I like to get in the weeds with people and I like to help them create their media kit and help them if they have speaking opportunity because I’ve done that before. I’ve hosted radio shows, I’ve been in speech competitions, you know, I understand how overwhelming it could be to just pull a slice of your life and make it simple. Trying to find simplicity in this very complicated world is one of the hardest things. Simplicity is hard when someone does something in the speech competition, for example, when I won, people kept saying, wow, I can’t believe it.
That talk was so simple, it was because it was simple that an international audience could understand the encouraging message that I had to share. It was no longer about one demographic. It was really bringing it to the human level, heart to heart to be able to communicate something that was encouraging. So I just want to encourage you today that if you’re creating some type of offer that really look at the offer and see if it checks some of the boxes that I suggested today and see how you can possibly tweak it because sometimes it’s just one degree of adjustment and we’ve got got a winning winning offer. And as far as the marketing goes, you know, that is something that I do and I do all day every day and I love it. And I help people, like I said, get themselves to a point where they feel like an expert contributor on established platforms so they can begin to leverage and talk to more people without the funnels, without all of the Facebook ads, without all of the stress of posting everywhere and being everywhere At the time of this recording, I basically just do the podcast and then I also do LinkedIn.
That doesn’t mean I don’t post on on other social platforms, I simply repurpose it into other platforms. So I hope that was helpful for you today. I just wanna encourage you that if you have a desire to help people and really help them get from their before story to their after story and you have the expertise to do that, just hang in there, hang in there and continue to adjust and tweak cuz that’s something that we all have to do. And if you wanna join my program of Impact and Income, I am right now of talking to people one-on-one conversations about it, it’s going to open in May, get on my calendar and we’ll have a conversation about it and I can tell you all about that. It is a full program that we start with 90 days intensive and then we go on to a six month mastermind just to get you into the rhythm of rinse and repeat so that you can continue to have a awesome, wonderful marketing strategy. So until next time, thanks so much for listening and I hope you found this really, really helpful. Take care. Bye-Bye.