I am all for creating big-ticket, 5-figure offerings like mentorship programs and mastermind groups.
But as many of you hard-working entrepreneurs already know, those high-priced products are designed to serve a small-but-mighty subset of your clientele!
Most of your fans and followers either cannot afford those top-line offerings or aren’t ready to commit at that level. They need to dip their toes in the water before they feel brave enough to take the plunge.
Few coaches and thought leaders will tell you this, but I’ll let you in on the secret: you aren’t required to sell high-priced products to be successful.
Selling low-end products can help you grow your business, and you can do it from your computer, tablet, or phone.
If you’ve already got some solid products selling at the top and middle levels, it’s time you created a low-end offer to introduce those reluctant clients to your work!
Step 1 to Leverage Low-End Offers: Build a Cult-Following
Yep, building a cult following is a tall order! But the fact is that low-end offers work best when you’ve got a truly huge group of people interested in your work.
Selling small, inexpensive products or packages works best when you can sell them in volume, so before you decide to launch yours, work on beefing up your audience numbers.
Start by getting clear on your direction:
- What’s your niche?
- What’s the best format for letting your expertise shine through?
- Which ideas and offerings have performed well for you in the past?
If you’ve gone broad before, now is the time to narrow your focus. Cult followings are built by thought leaders who find a specialty niche and dig in DEEP.
Next, find out what your audience wants and needs.
- What are their most acute pain points?
- What are they doing to address those pain points now, and why aren’t their current solutions working?
- What frustrates them the most?
You can gather information about these questions through surveys, social media comments, focus groups, or post-event chats.
Step 2 to Leverage Low-End Offers: Build Your Best Offer
With your niche defined and your followers’ top pain points noted, you can start crafting your low-end offer.
Ask yourself this: what is one aspect of a larger problem that you can solve for your audience? Remember, since this is a low-end offer, you don’t want to bite off more than you can chew!
If your people have indicated that balancing child care and work is a huge headache for them, don’t even attempt to solve that entire issue for them.
Instead, zoom in on one aspect: ways to find last-minute babysitting, great games for kids that keep them distracted while mom works from home, how to create a childcare co-op with friends … something small and specific.
Now, decide how you’ll deliver the solution.
If you’re fabulous on camera, consider a video. If you’re better with the written word, try a workbook.
Whenever you can, pair up media: if you can sell an audio recording AND an ebook together, your low-end offer will be far more enticing than if you sell just one format.
Step 3 to Leverage Low-End Offers: Capitalize on your Solution
Once you’ve got your low-end offer sketched out, you need to start dominating your niche with your content.
Work with your team and ghostwriter to create blog posts, social media posts, videos, podcasts, and more that position you as an expert and disseminate your ideas. Pack your content with keywords so interested searchers can find you quickly and easily!
Even before you’re ready to launch your low-end offer, you can start teasing it.
Let people know it’s in the works, and pay close attention to their responses. If there’s a ton of interest and buzz, that will help you determine when and how to get that offer out into the world.
Step 4 to Leverage Low-End Offers: Create your Strategy
Listening to audience buzz is a great way to determine the best price for your low-end offer.
Naturally, you want this to be a low-barrier-to-entry price point that allows dabblers to explore your work without shelling out big bucks. But that doesn’t mean you need to sell something valuable for pennies!
Most low-end offers are in the $15 to $50 range, depending on how much content they contain.
If your people are absolutely clamoring for the resource you’ve been teasing, you can price on the high end of that range. And, of course, consider adding bonus offers to increase your cart value.
Now you’re ready to launch it into the market!
A low-end offer doesn’t need the kind of buildup and fanfare that a signature offering requires, but it should still be launched strategically. Consider emails, Facebook ads, promos in your videos or podcasts, guest posts, and social media pushes to spread the word.
Once that’s done, you can sit back and reap the benefits of having created a low-priced but super-targeted offering that will truly help your fans!
Again, your whole business can’t be built on low-end offers, but they sure are a great way to add steady, easy revenue to your business model.
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