10 Proven Offers You Can Use Today to Sell More High-Ticket Coaching Packages In Any Niche
If you’re still trying to figure out how to package your high-ticket offers, this article is for you. I’m going to reveal to you the time tested, proven offers that highly paid marketers have been using to make tons of money for decades.
At the heart of all money making opportunities is this one simple idea. Sell something people ALREADY want to buy.
I’m continually baffled by the amount of very smart business owners I talk to that just can’t accept that this actually works. In case you don’t know this, convincing people to buy something they don’t want is VERY expensive and often times doesn’t work.
I think this comes down to the irrational need people have to be “original” — that somehow copying a business model that works is somehow beneath them.
If you want the easy shortcut to business success, just copy what already works. Seriously, just do it. You’re going to save yourself years of needless struggle and a ton of money.
But, if you insist on letting your ego drive the ship and refuse to not steal smart… you're in for a world of pain. You're going to watch month after month as you continually lose money.
So how do we know what works? The secret lies inside our predictably irrational human brain.
The Triune Brain
There are two motives to action: self-interest and fear.
In the 1960’s, Dr Paul MacLean formulated the triune brain theory. MacLean proposed that we humans don’t just have one brain, but three brains: the primal reptilian brain, the emotional mammalian brain, and the intellectual neocortex.
The three systems work well by themselves… but they don’t often work well together. The needs and desires of each brain compete with each other and there is a continual internal power struggle.
The reptilian brain is concerned with survival, security, and existing in the real world. It is motivated to achieve success and get things it wants (sex, food and shelter) and avoid things it doesn’t want (death, pain, and failure).
The emotional brain is motivated towards positive emotions like happiness, joy, and love and wants to avoid negative emotions like fear, anxiety, and emotional pain.
The intellectual brain is motivated towards power and having control over itself (and the other brains) and the outside world. The thinking brain is also very motivated by more abstract things like “social status” and “affiliation”. It likes to move away from confusion, overwhelm, being out of control, and being wrong.
We can sum this up as follows. The human brain is very motivated to seek ways to get out of PAIN and gain PLEASURE. Interestingly enough, humans are TWICE as motivated to get out of pain then they are to get more pleasure. For example, telling a person you will get them out of death, pain, or failure is significantly more motivating than more sex or food.
- Lack Of Control
- Not Knowing
Understanding how humans assign value is critical to creating compelling offers and selling high-ticket coaching. The majority of the money made in selling coaching is helping a human get out of fear and pain (or at the very least, that is where the relationship starts).
All of your marketing need to focus on communicating to your prospect that you are going to help them get out of pain. Physical pain and physical pleasure are the most motivating to the human brain. Emotional is next. Intellectual is last. The more you can focus on appealing to the ancient reptilian brain, the more effective your marketing will be.
The 10 Most Powerful Appeals
Here is the tricky thing about humans. All of these irrational desires operate on the subconscious level. Most people are completely unaware that these are the real things that are driving them to take action. Humans don’t like to believe that they are motivated by these primal and irrational desires, so what we do is make up “rational” sounding reasons to justify our behavior.
Now the stories are important because we want to understand what the prospect thinks is happening… but at the same time we need to always keep in mind that these are just that… stories. When you start to interview prospects and listen to what they think the problems are, you will be able to very clearly see how it relates to some kind of irrational desire… but the prospect will be convinced that it isn’t.
If you want to become a master at understanding this dynamic, study direct response marketing. All of this is common knowledge to highly paid copywriters. Take the short cut and just do what has been proven again and again and again.
The following is an excerpt from “How to Write a Good Advertisement” by Victor O. Schwab. Each appeal is written as a first person narrative from the mind of a prospect.
Remember: When using these appeals, focus on the pain the prospect is experiencing that is creating the desire.
1) Money And A Better Job
I am interested in making more money and getting a bigger job. I am tired of worrying all the time where the next dollar is coming from. I don’t know where my money all goest to. Life seems merely a succession of bills — and worry about how to pay them.
My work isn’t appreciated as it should be, and my bosses do not credit me with my full ability. I’m as capable as others. But I never seem to get a break.
I’d even like to go into business for myself sometime. My children must have the means to go to college and to have a better chance in life than I had. I am fed up with the grind and will go nuts unless I can make more of my life. There must be some kind of easy short-cut to getting ahead faster.
I don’t want to take orders all the time. I want to give ‘em — have some power over other people. I just wouldn’t stoop the way some people do.
I’m not really greedy about money. I don’t care about being really rich, just comfortably well off.
2) Security In Old Age
I’m interested in security when I get older. I have worked hard all my life. When I get along in years I want to be able to take it easy. I don’t want to be dependent on others. I want to hold my head up and not take any charity. I don’t want to live on anybody. I want to do the things I’ve always dreamed about, go where I want, and not be worried all the time.
There’s a lot of things I’ve wanted to do all my life, but I’ve never had time or money to do them. There must be some sure, safe way to become independent before you’re too old to enjoy it.
I’m interested in making myself more popular. It’s fun to be asked out all the time, to be “wanted” by everyone. There’s no fun being a wallflower.
Some people I know have their phone ringing all the time with invitations. I don’t like to push myself forward for attention, but I suppose I am a little too self-conscious and inclined to stand in the background. Maybe I have an inferiority complex — but I really shouldn’t because I’m not really inferior to other people who are always popular.
4) Praise From Others
I’m interested in getting recognition from others for the qualities I know I have. I don’t like flattery but there’s no harm in having people tell you that you have intelligence, that the clothes you are wearing look attractive, that some of your possessions are obviously not in-expensive or that your choice of something indicates that you have good taste and judgement.
There are some things that I think I’m even an authority on and it is nice when people recognize it. I like hearing it said that I am a good parent and have done a good job with my children. I don’t mind hearing myself praised as being up-to-date. And anyone can see that I appreciate things that are cultural and beautiful, that I am creative and efficient, and that I am often in the lead and “first” in many things.
Praise from others is a nice thing to get and I like to get it when I deserve it — and I often do.
5) More Comfort
I’m interested in things that add to my comfort. I work pretty hard and have done so all my life. I deserve a little ease and luxury once in a while.
I deserve more leisure, too — for travel, or hobbies, or rest, or play, or for self-development in some of the things that I have thought about so many times. I am not pitying myself or putting up a hard-luck story. But I do know that a lot of people who are really not as industrious or capable as I am seem to have more comforts, more conveniences, and more freedom from a lot of the worries that beset me.
So why shouldn’t I spread myself once in a while?
6) Social Advancement
I’m interested in moving up into better social circles. Not that I want to “keep up with the joneses” — not showing off, but just advancing myself socially. There’s nothing wrong with that, is there?
I don’t want to lose any chance I can get to meet and associate with the better people of this town and I’m going to think carefully about the groups I join. Also, I want my children to be able to mix with anyone.
7) Improved Appearance
I’m interested in improving my appearance. I don’t expect crowds to thrill in rapture over me, but I do think that I’m not too plain and that I can really do things for myself that will make me even more attractive.
It’s awfully nice to have people tell you how attractive and well dressed you are.
If I had the time and the money that some people spend on themselves — would I show them!
8) Personal Prestige
I’m interested in doing things right. There’s nothing so embarrassing as making mistakes that case other people to misjudge you and to consider you less educated or cultured that you really are. I may not have come from a blue-blood family but that doesn’t mean that I don’t know, or can’t learn, how to do things properly.
I can make up for whatever I have missed an I am going to see to it that my children can prove that they have parents they never need be ashamed of. Nobody is going to look down his nose at me! I don’t ever want to give any offense to others. I want to hold up my head and keep my self-respect and not run any risks of making a fool of myself.
9) Better Health
I’m interested in better health, and in strength, vigor, and endurance. I used to feel wonderful all the time, but I don’t know what’s gotten into me lately. I suppose I don’t take the best possible care of myself, but I just don’t get time to be coddling myself all the time.
I’m not really old and I don’t feel any older that I did a year ago. It’s just that I don’t seem to have the drive and the energy I used to have.
I just haven’t though enough about myself. I always seem to be thinking and considering other people and sort of letting myself go. There must be lots of quick short-cuts for getting back the kind of health I used to have.
10) Increased Enjoyment
I’m interested in as much enjoyment as I can get from entertainment, food, drink, and other pleasures. You might as well live life to the full. You’re only here once and you just can’t take it with you.
After all, I work Hard, I do the best I can about things, and I try to do what’s right. So why shouldn’t I get as much enjoyment as I can?
I’m not really thinking of myself all the time, but if I don’t consider myself once in a while, who else will? So it is not being selfish for me to have things I will get some enjoyment out of.
Creating Your Offer
The biggest objection I get from coaches is some version of “my market is different. They wouldn’t go for any of these things”. What they really mean is “there is no way any of these things would work on ME… would they?”
Here’s the rub when it comes to understanding how to persuade and influence others. You are going to have to accept the reality that you, despite the very creative stories you tell yourself, are driven by very basic and irrational desires. This is a tough pill for very smart people to swallow… but once you do, you’ll start making progress very quickly.
But don’t take my word for it. Interview your prospects. Once you start doing a more thorough job of interviewing your prospects about their biggest fears and frustrations, wants and aspirations, you’re going to start seeing that this is the case.
As always, please use this knowledge with the highest of ethical standards. This is about truly understanding where our prospects and clients are, and using the built in levers in the irrational human mind to help people take action and get what they want.
If you are ever in doubt as to the ethical nature of your marketing, just ask yourself this question. “Am I doing this to help my clients get what they want… or what I want?"