Are you a coach who’s trying to scale your coaching business beyond one-on-one packages?
One effective strategy to consider is creating and marketing a low-ticket offer. But while low ticket offers seem simple at first, they can be a lot more intricate below the surface.
So how do you create and sell one, and should you even go there? Keep reading to discover:
- What is a low-ticket offer?
- Should you have low ticket offers?
- How to create your low ticket offer
- How to market your low ticket coaching offer
What Is a Low Ticket Offer?
A low-ticket offer is a product or service that you sell at a relatively lower price point compared to your other offers. It serves as an entry point for coaching clients who may be hesitant to invest in higher-priced coaching programs.
Typically, low-ticket offers are designed to provide a value-packed solution to a specific problem or need. They are meant to be affordable and accessible, allowing potential clients to get a taste of what you have to offer without a significant financial commitment.
While “affordable” is relative, low ticket offers typically refer to anything below $100.
For example, author and book marketing coach Shelby Leigh has a low ticket offer called The BookTok Blueprint. For only $37, you get Shelby’s entire system to make book sales using TikTok:
But you can also launch digital products and charge only $1 – or all the way to $99, too!
When it comes to low ticket sales, the key is to strike a balance between affordability and value. You want to offer something that is enticing enough for potential clients to take the plunge and make a purchase, but also valuable enough to showcase your expertise and build trust when they consume that offer.
It’s important to note that low ticket offers should not be seen as a way to devalue your expertise or undercut your higher-priced programs. Instead, they should be viewed as a strategic marketing tool to attract and nurture potential clients!
And when you do this right, you can even acquire customers at scale using paid ads because it’s possible to break even. But we’ll dive into that a bit later.
Types of low ticket offers
Low ticket offers can look and feel very different depending on the type you choose. So, let’s explore a few examples to give you some low-ticket offer ideas.
One popular type of low-ticket offer is an e-book or audio guide. These resources provide in-depth information and actionable steps to help clients overcome a specific challenge or achieve a desired outcome.
They’ll typically cost between $5 and $10.
One example of this low-ticket offer is Elizabeth Goddard’s Crack the Tech Stack Code audio course. Her bite-sized audio lessons help technophobe business owners figure out their tech stack for only $9.
Another type of low ticket offer is mini online courses or workshops – similar to Shelby’s BookTok course! These shorter, more focused programs allow clients to dive deeper into a specific topic or skill (instead of learning everything there is to know about a specific niche).
These will usually be priced anywhere from $10 to $99.
Low ticket offers can also be physical products like journals or planners. These products can serve as an introduction to your brand and give clients a tangible item to connect with.
Physical products have lower profit margins because they cost something to manufacture and ship. But giving your potential clients something they can touch and feel that’s branded to you can be super powerful to build trust and likeability.
Finally, you can create a low-cost coaching membership! This model works well because you get recurring revenue – but it also means you need to provide recurring value. So it’s a bit higher maintenance than the other types.
Should You Have Low Ticket Offers?
Now that you understand a low-ticket offer, you might wonder if it’s the right strategy for your coaching business. The answer ultimately depends on your goals and target audience.
Having a low ticket offer can be beneficial in several ways! Firstly, it allows you to attract a larger pool of potential clients who may not be ready or able to invest in higher-priced offerings – at least, not at the moment.
By providing an affordable option, you can capture leads that can later be upsold to your higher-ticket programs when it makes sense for them in their journey.
A low-ticket offer also helps build trust and credibility with potential clients. It allows them to experience your coaching style, expertise, and the results you can deliver.
For example, you offer relationship coaching and launch a low-ticket book with your top relationship conversation starters. Potential clients will be able to:
- Purchase the book
- Test out the conversation starters to re-ignite passion in their relationships
- Start forging stronger bonds with their partner and become hungry for more support
Once they’ve seen your methods work, they’ll feel more inclined to hire you directly if they want that additional support!
Plus, a low-ticket offer can be a great way to generate consistent revenue streams that don’t directly rely on you to fulfill. People can read your book or watch your mini-course even while you’re busy working on other aspects of your coaching business – or spending quality time with your family.
Lastly, offering a low ticket option can also be a strategic move to differentiate yourself from competitors. It can make more people aware of your signature framework, even before they’re ready for a discovery call with you!
When should you avoid creating a low ticket offer?
With all of these advantages, it seems like there would be no reason not to launch your low-ticker offer, right?
Well, that’s not completely true. And I’d like to give you some perspective by talking about a low-ticket offer I created and promptly retired.
My goal was to help business owners master email marketing with a 7-day email challenge. And while I could run ads and break even on the front end, running this offer involved a lot of community management on the back end.
This took time away from my 1:1 clients, which were my priority then.
In short, running and optimizing a low ticket offer will take lots of time and money to:
- Test out messaging and copy
- Nurture customer relationships to upsell people into your signature coaching program
- Put out fires when something in your funnel breaks
It’s typically easier to start serving people at a higher ticket level – because you have fewer clients to support, and you have to hold fewer conversations before you reach your business revenue goals.
(Think of it this way: you’ll need to sell a $50 offer to 100 people each month to generate $5k/month. But you only need 2 clients at $2,500/month to reach the same revenue).
But once you’ve got a solid roster of clients, it can make sense to expand into low-ticket offers!
How To Create Your Low Ticket Offer
Creating a compelling low-ticket offer requires careful planning and consideration. Here’s a step-by-step process to help you get started!
1. Identify a specific problem
Start by identifying a common problem or challenge that your target audience faces.
You should address this problem effectively within the context of a low-priced offer – in short, don’t promise to go from 0 to 100 overnight!
For example, if you’re a career coach, what is one bite-sized transformation you can typically help your clients achieve within the first few weeks of working together?
Maybe it’s building a career map. Or maybe it’s creating an awesome resume.
Take the time to research and understand your audience’s pain points, frustrations, and desires.
By pinpointing a specific problem, you can tailor your low-ticket offer to provide a solution that resonates with your audience!
2. Define the solution
Once you’ve identified the problem, outline the solution you can provide.
Think about what valuable content, resources, or services you can offer to help your clients overcome this problem.
The solution should make sense with the rest of your coaching offers – otherwise, you’ll find it difficult to transition people to your higher-ticket services naturally. For example, a social media marketing guide wouldn’t make sense if you’re a podcast coach.
Your solution should also be clear, actionable, and focused on delivering tangible results.
3. Determine the model and price
Next, choose how you’ll deliver the solution you’ve chosen.
Will you write an ebook? Create a mini-course? Launch a private podcast? It’s up to you and how you believe you can deliver the most value.
Set a price point for your low-ticket offer that is affordable for your target audience and reflective of your value.
Consider factors such as:
- Your expertise
- The time investment to create the offer
- Market demand for similar offers
It’s important to strike a balance between affordability and perceived value. Conduct market research to understand what your competitors are charging for similar solutions, and use that information to inform your pricing strategy.
4. Create and package your offer
Now, you’ll need to develop the content or service you’ll deliver as part of your low-ticket offer.
Take the time to create high-quality, engaging content that provides actionable insights and practical tips.
Consider leveraging different media formats to cater to different learning preferences and enhance the overall user experience. For example, if you’re providing a mini audio course, consider offering transcripts as well.
5. Add bonuses or incentives
Consider adding bonuses or incentives that provide extra value to make your offer even more enticing.
These could be:
- Additional resources
- One-on-one coaching sessions (if your pricing is high enough)
- Access to a private community
For example, Summit In A Box offers a 3-part workshop called 6-Figure Summits Workshop Collection. As a bonus, buyers also get:
- Summit Positioning That Makes Bank + Hot Seat Coaching Sessions
- Busting Limiting Beliefs Expert Panel
- Tell-All Q&A with Accelerator Clients
The key is to offer something that complements your main offer and enhances the overall customer experience!
How To Market Your Low Ticket Coaching Offer
Creating a great low-ticket offer is only half the battle! You also need to market it to reach your target audience effectively.
Below are several ways you can market your low-ticket offer – remember that you don’t need to implement all of them and that consistency is the name of the game here.
1. Leverage your existing network
If you’re already an established coach, you can tap into your existing network to see if anyone’s interested in your offer!
This can help you get quick feedback and testimonials, making the low-ticket offer easier to sell.
Start by promoting your offer to your current and past clients and other coaches you know personally. You can also ask these people to refer anyone who would be a good fit in exchange for a referral fee.
These people already know and trust you, which means half the battle is won already!
2. Add your low ticket offer to your organic marketing platforms
Between your other types of content, you can post about the offer and call your audience to action. Or you can add the link to the checkout page to your bio like this:
If you have a blog, you can link to your low-ticket offer whenever it makes sense to do so. Additionally, you can add a link to your offers on the footer of your blog:
3. Add a tripwire to your lead magnet
Whether you’re promoting your lead magnet organically or with paid ads (or both), you can add your low-ticket offer as a tripwire to get some extra conversions.
A tripwire is a paid offer that’s shown on the thank-you page of a lead magnet. It makes sense to offer your low-ticket product if it’s in line with the subject of your lead magnet.
For example, when signing up for Rachel Marie’s 100k Launch Toolkit, we see a tripwire for her $97 workshop:
The topic makes sense because both are about launching profitably.
4. Sell your offer in your emails
Have an email list? Then, you can promote your low ticket offer to your subscribers!
There are several ways you can do this:
- Create an autoresponder that upsells new subscribers into your low ticket offer after they download your lead magnet
- Add the link to your offer in the PS section of every email you send
- Run a launch sequence to gather some hype around the offer
Creating a sense of urgency can also be an effective strategy if you’re running a launch in your emails.
For example, you can offer:
- Limited time bonuses
- An early-bird price
- A discount coupon on your coaching packages
Have fun with it! Show up excited about this offer, and your audience will pick up on your energy, too.
5. Run paid ads
Finally, if you have the budget to do so, you can sell your low-ticket offer via ads on Facebook, Instagram, TikTok, or other online platforms.
The key to making this work is to increase your average order value across your low-ticket funnel. Because ads tend to be expensive, you can use upsells and order bumps so that customers have additional offers to buy as they check out.
An upsell is like a tripwire but for a paid product. You’ll showcase an additional offer people can buy on the purchase confirmation page.
On the other hand, an order bump appears next to the product on the main checkout page like this:
Here’s the math on why upsells and order bumps help you profit:
Let’s say you have a $27 offer and that 5% of people who land on your page decide to buy. But if each click costs you $1.50, you’re losing $3 for every customer you acquire because your cost per acquisition is $30.
On the other hand, let’s say you offer an upsell that costs $200. This could be for additional training or perhaps an introductory coaching offer with you. If 10% of customers say yes, this means your average order value is now at $37 – so you are no longer losing money!
Instead, you’re profiting $10 from every sale you make.
Reaching these numbers requires a TON of optimization. You need to test:
- Ad copy
- Ad creatives
- Sales page copy
- Checkout copy
- Order bump offers
- Upsell offers
- Which audiences you’re advertising to
Doing this involves a ton of work. With that being said, if you can break even, you’ll acquire new email subscribers virtually for free.
Scale Your Coaching Business With a Low Ticket Offer
Building, launching, and promoting a low-ticket coaching offer can be worth your while if you’re an established coach.
Just be mindful of how much work they can take to create! If you’re not quite established yet, it typically makes more sense to find your first coaching clients at a higher price point first to get some cash flow.
Regardless of the business model you choose, if you need help running the show, Paperbell has got you covered. It’s the crazy-simple way to sell your coaching online, even if you’re just getting started! Grab your free account to test this out for yourself.