Transcription
The video you're about to watch is a full strategy session with Kathy, who has built her entire business selling low-ticket digital products. She decided that she wanted to add a high-ticket offer into her product suite. So, in this session, we go over how to build the offer, how to actually price the offer, and sell it to people for the first time. And we also cover a lot of the common mistakes that people make when launching their first high-ticket offer. So, I hope that you find some value in this video. Enjoy.
"What's been on your mind since the last time we talked about?"
"Like, any thoughts on?"
"Yeah. What's your goal?"
"Because I feel like I have been selling the same thing for 5 years, and this year I feel like the sales start to go down and be less stable. I think it's also because I was selling this content pack templates, like digital products, and I feel like AI launched. Like, I feel like after AI launched, my sales started to get affected. And I was thinking, probably I should try something new because my product is mainly about social media marketing, like helping people making content. But this is like just a small part of what I do. And I want to do more of like helping people to create their online business, like create their digital products and stuff. Like, and talking about entrepreneurship, like how to design a business around the lifestyle that they want. This is something I would love to help people with. Like, this is more of my, what I love to do and my passion, not just social media marketing because this is like a very small part of what I do and it doesn't represent who I am as a person. And yeah, and I just wanted to try like different types of offers instead of like low, mid-ticket because I've been selling this for 5 years, it's been going well, but now I want to try something different as well and make my business more risk-tolerant because I'm like highly dependent on Instagram right now. It's been good, but like I feel like recently the algorithm changed a lot. Meta changed how ads work. So it gets a bit like volatile starting this year."
"Yeah."
"So I was thinking if I add high-ticket in my product ecosystem, maybe it can make my revenue be more stable and more risk-tolerant. And maybe like starting new channels, like what you do with YouTube. And I was also thinking about LinkedIn as well."
"Yeah."
"Yeah. Okay. So, I guess there's two things there that I'm hearing. One is to diversify the product and then diversify the platform."
"Yeah."
"So, for the product, it's kind of like you're basically..."
"Oh, there's a coffee."
"Thank you so much."
"So, it's like, let's put that in the box for now. But yeah, the paid traffic has just been selling your products. And that's awesome because you got a bunch of customers. You've got like, only..."
"Uh, 15,000."
"Yeah. And you've got all their emails."
"Yeah."
"Cool. So, I think there's like a long-term play and a short-term play. Like the short term is to just tap into your existing customers and make a high-ticket offer for them. And then the long term would be to probably start a new platform with new messaging because the things that have built your current customer base..."
"Uhhuh."
"Yeah."
"It's kind of a different problem, you know? Like you were solving one problem, but now you're actually moving into, 'I'm going to show you how to do what I did over the last 5 years.'"
"Okay."
"And so..."
"I also think that, um, I was talking about how to create content, gain followers, and monetize on social. This is what I have with my customers. But I feel like people will probably need the next step, which is how to start an online business through social media. And this is what I want to help them as a next step."
"Yeah."
"Yeah."
"So, it's for the person that maybe has some audience already."
"Yeah."
"A little bit further along in their journey."
"Yeah. Yeah. Yeah. Yeah."
"So, basically someone that went through your other products that had..."
"Has already content followers."
"Yeah."
"Mhm."
"Yeah."
"Okay. So, have you thought about what that high-ticket offer looks like?"
"Honestly, I have no idea. Like, I don't want to do so many one-to-one clients. Like, I don't want it to take up my time. So I want to think of a way that can be scalable."
"Yeah."
"Okay. So, I would be looking at a cohort then, especially because you've already got 15,000 emails."
"Yeah."
"And like a cohort can be like really simple. It could just be a thing that you do every now and again for like four or six weeks or eight weeks maybe, depending on what you feel. And odds are, you'll probably try one and then try another and then go back to one or the other depending on what's best. Usually, like four to eight weeks is good for, um, you know, a cohort where you give them all the information, you give them all the coaching on a group call. And I think with the list of 15,000 people that have already bought, in addition to promoting it live on socials..."
"Mhm."
"I think you have a really high likelihood of foundation of getting people in for the first one. And you can always use that as like your trial run, like your proof of concept."
"Mhm."
"And yeah, I'm a bit frustrated recently because like this month my sales is down. And I was tweaking the marketing, but it didn't change much. And my ad agency told me it's probably like the product life cycle is like towards the end. So people already know your product, what you're selling, and your messaging is like similar for 5 years."
"Mhm."
"So there's audience fatigue, product fatigue for now. So..."
"Yeah."
"I'm thinking to like shift and renew the stuff."
"Yeah, for sure. And you're still like in the Taiwanese market?"
"I was thinking if I launch high-ticket, probably I prefer to make Euros. And but then I will have to do English-speaking audience, but my client right now, it's Chinese-speaking. Yeah. So I was thinking, what should I do? Like, I can definitely start something in English, but my audience base is in Taiwan. So I was thinking maybe I can do two. So like Taiwanese one can do cohort because it's more like one to many, right?"
"Yeah."
"And then the English one, maybe one to one, just have like one or two clients a month."
"Yeah. I think the play would be with the new channel."
"Mhm."
"To do that in English."
"Oh, right. The YouTube channel."
"Yeah. If you're if you want to target entrepreneurs or like people a little bit further behind you, and you want to charge more, like, you know, maybe in the Taiwanese market, you can charge like a thousand, but maybe in English-speaking market, you can charge five to ten."
"Right. Right."
"So, I think since you don't have any long form yet, that would make the most sense is to just do that as in like, 'All right, I've built this business in this market and now I'm going to show you how to do it in your market.'"
"Um, right."
"Because, yeah, just the addressable market in Taiwan. Well, I guess it's Taiwan. It's anyone who speaks Chinese, right? Um, I have Hong Kong, Malaysia, Malaysia, and a bit of Singapore."
"Okay."
"Yeah. But mostly from Taiwan."
"Yeah."
"Yeah. Like 80% Taiwanese, 20% the rest of the Chinese-speaking places."
"Yeah."
"Yeah. So, I think that will probably, it's just going to eventually like dry up in terms of the potential."
"Especially with the purchasing power, right? Like that's another thing as well."
"Yeah."
"Um, because I was also thinking, people who are doing the same thing as me in English-speaking countries like make much, much more than me. I mean, I'm doing, I'm satisfied with what I earn right now, but I'm thinking if I go international, I can do like much more than what I'm doing now."
"Yeah."
"Yeah. So..."
"Yeah, very likely, right?"
"And it's actually impressive. Like, I'm selling in this small market and I can make a six-figure business from that already. So if I can do international, maybe it's like, can be much, much more."
"Yeah. I mean, I was saying this to a client the other day, um, about like getting to six figures with like high-ticket consulting or coaching. Like, you really just need to have some conversations with people. Like, you don't need a fancy system, right? Because if you're charging like, let's say, on average, you're charging 5K per person, in one year, you just need 20 customers, right? In one year."
"Yeah."
"Pretty reasonable to do that. And that'll get to six figures with, um, with like, with like a high-ticket thing, right?"
"So, it is kind of like the first step, I would say. Um, especially for you because you've already, you've just got so much of a foundation with your skill set and your existing audience. Um, and then it's just a fantastic case study to start a new platform with."
"Okay."
"To start YouTube talking about this thing that you built, you know?"
"Right."
"Um, and that will start attracting English-speaking people."
"Mhm. Okay. Um, and I mean, you could still do the Chinese one as well and kind of have that."
"I can also do English YouTube but put Chinese subtitles, so then my existing audience can come to my..."
"Yeah. The ones that want to. Yeah."
"Yeah."
"Mhm."
"Yeah. So let's then kind of break down what this co-like, you're happy with the cohort model as the first attempt?"
"Mhm."
"Like, depends on what is easier to start. So, in my opinion, in consideration of the scale that you have with your list and your current social platform, um, and the fact that you don't want to spend too much time, I think a cohort makes the most sense."
"Right. Yeah."
"Um, it's easier to manage as well."
"Yeah."
"You don't have to tailor the plan according to different clients."
"Yeah. And also this will, like, you could go straight into doing like a really high-touch one-on-one thing. Um, but maybe you don't quite know what would go into that experience today."
"Mhm."
"But if you do the cohort and you work with, let's say, 20, 30, 50 people, um, they're going to be asking you all sorts of questions. You're going to be in there mentoring them and you're going to know exactly what these people need. So that when you do go to offer a higher-touch thing, you've got like a lot of experience, case studies, and stuff like that."
"Yeah."
"So that's why I think the cohort will be the most straightforward. Also, because you told me that you've done webinars before."
"Mhm. Yeah."
"And so if we did a cohort with a webinar as opposed to a..."
"Kings do that as well. Yeah."
"Yeah. And you could also, when people are signing up for the cohort, you could also have an option if people wanted to just add on like an extra one-to-one support, extra one-to-one support. You could just have that as an extra thing at the end. And that way you don't, you still don't have to do a sales call, right? The goal wouldn't even be to get those, but if you got some, I'm sure you'd take an extra couple of grand for maybe like four consulting calls or something."
"I think it can also give people better experience because some people might need one-to-one help and don't feel the result in a group offer or personalized help."
"Yeah. Yeah. A lot of people just, like that happens to me often. Is like someone they want like handholding and not just like a group thing. Um, I also have some customers told me they're shy to share their problems. They want to keep privacy. So no one cares."
"Yeah. Yeah. Like, you know, people have all sorts of hang-ups and stuff and often with like the group calls that I would do, like people would show up but they just want to listen in. That doesn't work if nobody's contributing. Like, what are we going to workshop through if everyone's just listening? So, but the good thing about doing like a cohort like with this size you have, like it's unlikely that that's going to happen. You'd have like enough volume there to have a really engaging process."
"Right. But the question is, if I do a cohort in the English-speaking market, it's a different market than my current market and where I build my audience."
"Yeah."
"So, so I would be envisioning this first cohort would be for your current list."
"I see. Your current..."
"And probably not charging too much in the beginning."
"Yeah. Euro price like..."
"Yeah. Price."
"Yeah. I don't know how like what's the price like in that market? What would you say?"
"I have to make some research. I think I can charge like €1,000 for maybe an eight-week program."
"Yeah."
"I have to look into it."
"Yeah."
"Yeah. Have to see what other people are doing."
"Yeah. So, okay. Let's see the offer itself. Like, typically it's just going to be some resources."
"Yeah. I want to know how to structure the offer."
"So, resources. This is like what I put in mine. It's what pretty much everyone I know in this space does as well. You've got your resources, which is basically like trainings, video, tutorials, and stuff."
"Mhm."
"Um, so that's the thing that they can do themselves. Then you've got the calls, which we could just say as a group call."
"Yeah."
"You could do them like, if you're doing four weeks, you could do two calls a week or something and give them each a different focus. Like, so what you can do is as your resources will be like organized, you can do like one call on one chapter of the resources, right? If that makes sense. So that it's kind of chronological."
"Yeah."
"Um, so then you're going to do your group calls. Um, I would say like, the thing about a cohort is like, it's a period of intensity."
"Yeah. Mhm."
"So, like people see momentum after the week."
"Yeah."
"So sometimes it's actually better to do it shorter."
"Yeah."
"With more in it as opposed to dragging out."
"Oh, really?"
"Yeah."
"I was thinking, is it going to overwhelm people in a short period of time?"
"Well, there's kind of two challenges. Like, one is if you do it long over a long period of time, people start to phase out. Right. Right."
"If you do it over a short period of time, maybe some people get overwhelmed, but people are going to get overwhelmed anyway, regardless of if it's a year-long thing or a two-week thing. What if I was thinking of, what if I do like a four-week program and the first four weeks focusing on one problem? And the second fourth week focus on the second problem?"
"So, for example, if I want to help people start a digital product business, the first four weeks will probably be creating, like, think of your product idea, explain a product idea. And this is the first cohort."
"Yeah. Second cohort of the year is to actually start making your offer. And the third..."
"You're talking about doing like four separate launches."
"Yeah."
"What do you think?"
"I wouldn't do that because the, you basically got four different offers there. So, it's four different promises. It's four different avatars."
"True. Right. So I would just be picking like one promise. So the promise that you're going with is..."
"Create your first digital product."
"Uh, yeah, to create and sell."
"Mhm."
"Your first digital product."
"First digital product and make X amount of, like, you could put in an income number there just to kind of make it more tangible."
"Mhm."
"That's the, that's the op, that's what people want. Like, people don't want to just make a digital product, right? Of course, they want to know what return on investment."
"Exactly. Yeah."
"So, yeah, I would put it all into one thing. Um, and then breaking it down like you just described there, that's something you would do with a one-to-one client or like a bigger, like a higher, uh, a person who's like further along who's like ready to do the next thing."
"Mhm."
"Um, right. Okay. So, yeah, you have your resources, you have a group call, and then you'd have, um, live. Optionally, but the group call is the live, right? Okay. But then optionally, you could have like text support. So like, that could be in..."
"I used to do that and so many people text me. I couldn't reply to all."
"Not on your phone."
"Yeah."
"Yeah. And people complain that you're replying so slowly."
"Yeah. Don't do it on your phone. Don't do it on your phone."
"Okay. So, like, do it on, uh, like Discord or Slack or something like that."
"I see. Yeah. Yeah. Yeah. Like a forum."
"Yeah. And just like say, like, you'll get back to everybody within like, within X amount, 48, 72 hours or something. And then just have a time of the day when you check in on that for like an hour or two and you just go through everything."
"I have a question. So if I create resources, that means I have to spend some amount of time to create the resources before I start to make sales. And I was thinking if there's any way that I can create a content while I'm starting the program."
"So I was thinking..."
"You don't want to make it and then try and sell it."
"Yeah. Cuz it would take like months to..."
"Yeah. Don't do that. So this is a little hack that I did the first time I did a group thing. I sold it and then I said, 'Okay guys, we're starting next week.' And then I built the first, uh, few modules. In that week, released it. People go through it. We cover that in the call. And then during that week, I'm making the next module. M. So by the time the cohort was finished, I just finished making all of the materials, right? And that's the way that you can get basically paid to make the thing as opposed to making the thing and then trying to sell it."
"So each week, how many hours of videos do you make?"
"Well, I wouldn't look at it like, how many hours do you need to put in, but it's like, how, how can you effectively give the information?"
"Yeah. Yeah. Yeah. Yeah. I'm just thinking about in terms of workload. I was actually thinking, um, to do like live talk and at the end just like wrap up all the replay and make it as the resource."
"Yeah, you could do that too. Yeah."
"But you need to like, kind of do a presentation of sorts."
"Yeah. But then it would just be like one live talk every two weeks."
"Yeah."
"So at the end, I'll have two replays where I can like make it as my resource."
"Yeah, you could do this too."
"Yeah."
"Yeah. And like have it like live classes."
"Um, it's up to you really. Like, that would kind of like decrease the perceived value of it if there's no, if there's no like amount of resources in there."
"Yeah. Cuz like some people, they like to, some people love resources and they love going through them all. Yeah. Some people just ignore them all and just want to talk to you. So it's up to you really what, what you want to do."
"Mhm."
"Um, another thing that we could throw in as well, just like so that it doesn't look like it's just all this is, um, all of the products you currently have."
"That's what I was thinking."
"You can give those away as bonuses."
"Oh, as bonuses."
"Um, I was thinking maybe I can put my current product as my resources."
"You well, you could do that too, but you kind of, it's just about how you package it up. So, like when I say bonus, it's like the bonus sounds fun, you know? Oh, this is extra. Yeah. You know."
"Yeah. Yeah. It sounds like free, but it's..."
"Yeah, exactly."
"It's including the price."
"Yeah. So, whatever way you want to communicate that, um, it's up to you. M. But if you're not going to have resources, then you, you want to have themed live classes."
"Yeah. I can structure like, for example, there must be different chapters, different videos in a resource vault."
"Yeah."
"And then I can make each chapter the topic of the talk of that month."
"Yeah."
"Yeah. Um, I would probably do it like, not month by month though, because if you're only given like one thing in a month, yeah, it's like, what's happening? You know? So compressing that again, kind of focusing on like the concentrated value and the momentum."
"Yeah."
"Um, okay."
"I think it would just be more valuable for the people in the group, but also for you. Like, the thing is, if you have 48 hours to do something, um, you're going to get it done."
"Mhm."
"Right."
"If you have a month to do something, yeah, it's going to take you a month."
"Yeah."
"You know, so I think the pressure is really valuable to have that, um, to actually get it done."
"M."
"So, would you say one live per week? So four lives."
"Yeah, I would do minimum one per week. Yeah."
"Right. Okay."
"Yeah."
"Okay. Cuz that's going to give people the chance to get it into their routine, you know? It's like, okay, on Thursdays, we got to follow with Kathy."
"Yeah. Yeah. Yeah. Yeah. Yeah. So I talk about certain topic and at the end I give Q&A for people to ask me questions. So that's also like accountability call."
"Yeah."
"Yeah. And then give them some homework."
"Yeah."
"And like encourage them, like if you have any questions, if you get stuck on this, you can use the chat."
"Okay."
"Um, and that's going to give them the best, best chance of succeeding, right?"
"Homework. But when you give your clients homework, do you check them one by one?"
"So in a group like this, uh, so here's actually another thing you could add in is, uh, feedback. Yeah."
"So I don't operate at the same like scale. Like my, my, I have like fewer clients, but it's like a more premium price tag. So I, if I had 40, 50 people all wanting feedback like that's a lot, right? But if I only have, you know, let's say three or four people who are actively looking for feedback on a regular basis, that's a lot more manageable. So you could, as part of this tech support thing, you could answer questions, but you could also have like a feedback piece. Um, which would be really valuable for them."
"Yeah."
"You know, if you can say it on your, in your..."
"Like, if I want to give feedback, probably I have to make the price higher, so then less people join, but they get more stuff."
"Yeah. Yeah. You could do that. But if I don't do feedback, I can make it like probably lower price."
"And..."
"Yeah."
"Yeah. If..."
"Yeah. I mean, I think one of the most important things is like, in my opinion, for like a a mentorship like this, it's like to get your direct perspective on what they're doing and what you feel is going to work for them or not. No one needs to be approved and so on and so forth. So, I think it's a really, it's a really important piece. Um, but you could be surprised. You know, a lot of people may not actually ask for the feedback. You know, they might be too scared to show it or whatever. Um, and we can't control that. But for the people that want to do it, like really are committed to it, them getting feedback is going to make their experience better, which is going to get them better results, which is going to be better for you long term."
"Okay. So..."
"Yeah."
"But again, like it doesn't need to be, I know it can look a bit overwhelming, like these two pieces, like tech support and feedback, but..."
"Right."
"If you just compartmentalize and like, okay, every Tuesday and every Thursday, I'm going to check the chat and I'm going to respond to everybody while I'm having my cappuccino."
"Mhm."
"You know, and just, yeah, you know, make it. And it's only for, uh, the length of the cohort, too. So..."
"Right. Okay. Um, can you show me your landing page and your offer? Is it possible?"
"So, I don't have a landing page."
"Okay. And how do you sell? Like, what's your process?"
"Uh, okay. So, let's roll this away. You're clear on that?"
"Yeah."
"Yeah."
"So, now that that's the offer, we're going to get into the marketing. Mhm. Cuz we've got something to market. So for you, we've got email, we've got Instagram, organic, and we got IG paid. So, email, this is like really straightforward. Basically, you're going to pick a date. So you need a launch date for when this cohort begins. And then you're going to do some, sit down and do some copywriting to be clear on like, what are the outcomes, right? What are the problems? And yeah, that's pretty much it. And then you're going to just start sending emails more regularly. Do you send emails at the moment or do you just have..."
"I send email, but it's mostly automations. Like I don't have a fixed time to sell nurturing, send nurturing emails. I usually combine with my funnel. So, for example, if I have a webinar funnel, I have automation for the next week. So every day I send them different emails to nurture them. Or if they subscribe to my freebies, then I will have other sequences for them."
"Cool. So they know you exist."
"Yeah. Yeah. Yeah."
"Yeah."
"Good. I hope you're enjoying the video so far. If you are, please let me know in the comments. And also, if you want some more free resources, there's a ton down in the description that you can use. And if you want my direct help to help you with your own business, then feel welcome to check out the link down below as well to work with me. Okay, let's get back in. Basically, with with this, uh, with the email list, you're you're just going to want to pick, pick the date. And then for about two weeks, maybe two to four weeks, depending on what you fancy, you're going to start writing more intentional emails about what's coming up. It's on this stage, building up. Uh, also, I'll put in early bird."
"I think when I was selling low and mid-ticket, I got lazy. When I do webinar, for example, I just, I don't do buildup. I just send an email to tell them to join webinars."
"Yeah."
"No, that's cool."
"Yeah. So, so these are kind of both going to be two and the same, but this part here talking about the outcomes and the problems is really important because you want to educate them to the possibilities of what their business could look like, their life could look like. Right. Right. And you want to educate them around the problems that are preventing them from getting there. Because a lot of people, they don't understand, they don't understand these things until they see it in front of them, right? And you know, you have the same experience. I have the same experience. Um, we don't know what we don't know. So your job is to tell stories about when you didn't know what you were doing when you were launching your business. Mhm. And and really, you know, get into the nitty-gritty of the things that frustrated you. Um, the things that worked for you, the day it kind of all changed and you made your first, whatever it was. Mhm. Um, €100 from €10, I think is what you did, um, the first time you launched your ads. So telling these stories and, um, talking about like the blocks and all of that because they're going to see themselves in you and they're going to see the opportunity then. Um, and also starting to talk about what, what you can do. Like the actual education around like, here's what you can do. Mhm. And you know, some people will take that and they'll go off and they'll try to do their thing, but other people will be like, 'I'd love to do this with you.'"
"Right."
"So that's why doing it over, you know, a few weeks is important because it's like, it's many conversations that need to be had and it's like slowly helping them kind of understand and shift their beliefs."
"So if you're going to be doing the webinar as well, um, what I would do is I would, I would have this call to action or all these emails. The first CTA is going to be to join the webinar, right? Um, and then after that, you can still directly sell to the list even if they didn't join the webinar, cuz why not?"
"Yeah."
"You know, so the first thing you're trying to sell is the webinar, which is free, right? But still, people pay with their attention, you know? So they'll register, you'll do the webinar, you know how to do webinars. So, um, you just do what you do and then you make the pitch at the end. Then this is important for the people on the webinar. Give them a time frame, a short time frame. If you sign up today, discount, you'll get this early bird discount."
"Right. Right. Right."
"Most, uh, well, recently I did this with the workshop. I did an early bird price. Most people bought the early bird and then one person bought after the early bird, right? So, in your case, because you've got a lot more traffic, there's probably going to be some people that hear about it too late and they don't have a choice but to pay the full price."
"Um, one question. So, if I do a cohort, should I give people like a fixed amount of time to enroll to the program? And after this time, I close the enrollment? So it creates urgency?"
"100%. Yeah. So that's what the launch date's for."
"Right. Right. Right. Right. Right."
"So we reverse engineer from the launch date."
"Yeah. I used to do this for my membership and I do like three price tiers. So like first 40, 48 hours, they get most of the discount. And then they get a second price, which is less discounted, but still discounted. Then a third price is like, higher price. And then the enrollment closes. So, yeah. So I would, I would kind of look at it like, let's say you're going to price it at, like, this isn't, you don't have to do this, obviously, but let's just say 1.5K is the full price. So then when you do the webinar, you could, your early bird can be 1K. But you can do, if you want to do your 995, 997 magic, you can do that too."
"Yeah. Yeah. Yeah."
"Yeah, I get it. Um, so 1K for the next 48 hours. And I'll also give one of the people or like two of the people like a free one-on-one with me as well. Just like some extra little bonus or whatever."
"Yeah."
"Um, that's optional, but certainly do the early bird pricing. Um, and then when it comes to like the regular sales, you could, you could kind of bring in another kind of layer of urgency. Mhm. Which is like, have it at, you know, 1.25."
"Yeah."
"For the next..."
"That's what I did for..."
"Yeah. The membership as well. So 48 hours, 1K for..."
"Did that. How did that go?"
"It was actually quite nice. So each price, I have like similar amount of people that join."
"Wow. Yeah."
"Yeah. I just like send them reminder emails before the discount closes. So I'll get a lot of people after I send the email. Yeah. And then people, if people missed it, they will join."
"Yeah. So like for this early bird, but what was the price point there?"
"It was lower. It wasn't high ticket, it was mid-ticket. So monthly is like, how much? €50 a month. And then if they pay three, by three months, it's like €100. One year it's like €300. I don't remember around that price. It wasn't high ticket. Yeah."
"Yeah. So, so yeah, once the webinar is done, like you're gonna basically treat each phase of this as its own launch. So, one is a launch for the webinar, one is a launch for the post-webinar price. And then so you could have like one email the next day, uh, or two emails the day after the webinar, uh, the day after the day after. Like, let's say you're giving them a 48-hour window to buy. Mhm. Um, you could again, just like hammer on like the price goes up in 24 hours, the price goes up in 12 hours, the price goes up in 6 hours. In each of those messages as well, you're going to be adding value, talking about stuff, you know, it's not just selling, selling, selling. Um, so yeah, that would be for the webinar piece. Uh, and then with the email list in general, like going all the way to the deadline, you're just sending emails talking about the outcome, talking about the problem. Yeah. Uh, telling stories and always mentioning..."
"Yeah."
"The deadline."
"Mhm."
"Uh, also, you could cap it. So this is like another level of another lever for scarcity and urgency would be to cap it because realistically, if you're going to be giving feedback to people and tech support and blah, blah, blah, you want to have a cap."
"Yeah."
"So you can have a think about what that number might be. But that's also a thing that you can do because if the numbers end up going up beyond what you can handle, then you can also share that."
"Of course. Yeah."
"Um, cannot give people unlimited tech support."
"Yeah. Exactly."
"That's what I used to do and I got overwhelmed. So I'm not going to do that. So yeah, like, so the price, um, early bird, that's one lever. Spots is another. And then the actual deadline is another one. Right. So those are your three levers for scarce, uh, scarcity and urgency. Mhm. That you can pull at different times. Right. So you don't need to pull them all at once because..."
"Okay."
"It's it doesn't matter. Uh, because it's not relevant to talk about how many spots are left if..."
"Deadline at the same time."
"Yeah. And you were saying like, when I send email, I can promote webinar and people who don't join webinar, I can push the offer directly. And should I just like sell them directly or should I do sales call?"
"No."
"I wouldn't do sales call."
"Okay. Right."
"Um, you do landing page."
"Yeah. Okay."
"With its, probably like made a short video."
"Yeah. Introduction. Yeah."
"And and your landing page again, it's just going to focus on..."
"Well, you know, you do land, so you know how to do landing page."
"I'm like more curious about the YouTube thing."
"Okay."
"And new platform."
"Yeah."
"Cuz this is something I haven't done yet. No experience. So..."
"Yeah. Should we just talk briefly about the Instagram strategy for promoting that as well?"
"Yeah. I would like to hear your..."
"Yeah. So, so basically I would, um, I would use the paid to promote the webinar."
"Yeah. Yeah. Yeah."
"And I would also use organic to promote the webinar."
"Yeah."
"And then I'd probably just use stories, like for organic, like, yeah, just story, basically stories doing, uh, like doing doing the launching and the selling and the deadline, right? For people that maybe aren't on your list for some reason."
"Right."
"That's pretty much what I would do."
"Okay."
"For that."
"Yeah. And I think that will work really, really well for you."
"This is similar to what I'm doing recently."
"Yeah."
"Yeah. So, yeah, I have an idea about that."
"Nice. Awesome."
"Cool. So..."
"My problem is if I want to start a new channel, like YouTube, LinkedIn. I was also thinking to repurpose my YouTube video into podcast. Yeah. I guess I need to hire one more person. How much time does it take for you to run your YouTube channel, like maintain and create content and stuff?"
"Um, so it depends on your style for making videos."
"How often do you update?"
"I make videos usually about twice a week."
"Twice a week. Wow. Okay."
"And they're long-form videos, but I deliberately don't really edit them. I just, I just sit down and I talk."
"Right. So you just put presentation and then your head like on..."
"Sometime. Very rarely do I do that. I found that my audience don't really like that. They more prefer when I'm sitting outside just talking. So I don't actually need a lot of editing. Like I just can just sit and talk."
"I mean, that's what I do."
"Yeah."
"Yeah. I think I was putting too much pressure to myself. I was like, I need to make a fancy video and like this guy, first of all, his video is fancy. I was like, if I want to do that, I have to hire someone."
"Yeah. I mean, like he has a big team like the future. So, um, yeah, I, what I would do is I would do the thing that allows you to ship content more regularly so you can get practice with the long-form format. You're going to also get feedback from the market based on what performs well. Cuz the funny thing is, I used to do a lot of editing and I would work for like a week or two on a video. Wow. And it would completely flop. But then I put out a video of me just sitting in a lawn chair with no edits and it would do like half a million views. So it's like, okay, well, I'm glad that the format that people seem to like is low, easier one."
"Yeah."
"Yeah. So I think the market these days is like really interested in just the more raw, vulnerable stories. Like you've got authentic. You've got an incredible story. I mean, coming from Taiwan to Europe and, um, what you did, like, I just think it's really impressive, you know."
"Um, so I'd really encourage you to tap into that and and talk about it because..."
"I didn't really share my whole story to my audience. I was just talking about social media marketing. So then I didn't differentiate myself to the rest of the market. But I think I have a unique story to tell compared to my competitors."
"Absolutely. Yeah."
"Yeah. I think it's like, you know, people like yourselves and like Marie, who we met in the, like going from the Philippines to, uh, to Europe as well. It's just like, it's really inspiring and it's really, um, it's a story worth listening to. And and there's so much natural like tension and conflict and resolution built into it, right? And when you when you bring that into the videos, it's going to be, it's going to be easier for you to talk about it because it's just your story. But people really start to relate to you, trust you, like you, appreciate you."
"Yeah. Sometimes I really want to share my journey in the way, but I didn't make it. I think it can be cool to document my journey."
"100%. I mean, yeah, for you, like if I was you, with all your experience, I would just be making a long, long-form sit-down video talking about how you built a multi-six-figure business with your, with 10, basically, right? And and talk about starting in Taiwan, moving, all all the stuff that I don't know exactly everything that happened, but I'd love to hear it. That's that's my point. Even I want to hear it, you know?"
"Yeah. Okay. Um, so you do that. Like that's one content pillar is like your hero's journey. The other would be more just value pieces. So like this, this video here, this video here is just like pure education, right?"
"Right."
"Um, so in your YouTube content pillar, you have story, educational, basically. That's it."
"Story. So the story one, there's kind of two parts to it. One is like, um, just like my story. But then one could be like other people's stories. So like if I have like clients, I'll tell a story about them."
"Okay. Okay."
"Or I'll interview them."
"Is YouTube your main social media channel?"
"Yeah."
"Okay. Do you do Instagram as well or just..."
"Not yet, but I'm I'm going to. I'm going to venture into Instagram soon. Yeah."
"But I mean, if it's giving you good business, then it's..."
"Yeah. I mean, it's Yeah, with Instagram, I'll be starting from zero. So..."
"I mean, you can repurpose your long-form content into..."
"Yeah, I guess I could."
"You can reuse them. You don't have to start from scratch."
"Yeah. I'm curious like how that would do actually, cuz like out of context, it seems a little bit less impressive, you know? Um, so yeah. And then, so you've got your value video, you've got your story video."
"Mhm."
"And then you've got another type of video is like, um, talking about like your vision and your anti-vision."
"Mhm."
"So your vision is like, what's the life that you want to build? It's the life you have built, you know? Like you're traveling the world."
"For myself or for my audience?"
"Well, it's both cuz your audience are kind of similar to you. Right. Right. So, so your vision is like, you know, traveling the world, uh, making good money, uh, having time to spend time with friends, to go to the gym, to, you know, do whatever you want to do, go on cruises, you know."
"Yeah. Yeah."
"A purposeful business."
"Yeah. And then your anti-vision is like playing small and not exploring your potential and stuff like that. So, these are like belief-shifting videos. Um, and you bake your story into that, too. Like, to be honest, your story should always be in a video. Even if you're, even if it's a big value video."
You still want to talk about problems you ran into and and like breakthrough moments and stuff like that. So you Yeah, the story is like part of everything. It's what people really keep coming back to you for cuz everyone else is kind of the same.
It's also nice. It's like my diary to express my thought as well.
100%.
Yeah.
Yeah. Yeah, it's a fantastic tool for self-development.
Yeah.
Yeah.
Okay. I love that. Vision and vision. Cool.
Okay. A lot of things to start. I feel like I'm starting a new business here.
Well, it's not new. It's a new product.
Yeah. It's a new direction because I think I've been stucking on the old thing for too long.
Yeah. And then when you don't evolve your business will start to you know decrease.
So yeah and okay basically that's it.
And um how do you make sales on YouTube? Like do you have like CTAs?
Yeah. So basically like similar to you I give away freebies like I've got my school community. Um but I would sell through a call. So you need to talk to me. Um generally I have also tried a landing page.
Mhm.
Which worked reasonably well.
Okay.
But I think the call is just it's proven to be better for me.
Right.
So that's what I So you just YouTube and link directly to book a call with you.
Yeah. But mostly it's actually through email. People probably call through email.
Oh. Oh,
okay.
Yeah.
So, how do you get your email list?
School. School and and different freebies.
Okay. So, you put like you update free videos, free trainings on school.
Yeah, there's uh two three there's like three free courses in the school. I do community calls. You can also DM me there. So what's your funnel looks like? Like you have YouTube and guide people to school and how does it work?
YouTube school lead magnet. Um email call and find.
So it's not directly YouTube to call.
Sometimes it is.
Okay. It rarely though,
right?
90% of the time needs to be nurtured.
90% of the time it's this.
So you get people to join your school from YouTube.
Yes. Or the lead magnet. Yeah.
Okay. So you promote lead magnet or school through YouTube.
Yeah. I'm finding and once they join, you send them their training emails and then eventually ask them to book a call with you.
But this is because you're selling like high high ticket offer, right?
Yeah.
How much is your price point? May I ask you? It's like at the moment it's like between like 4,000 and 9,000 euro.
Uh no for for 3 to 6 months depending on depending on what we do.
Okay. So it's a package of three to six.
Yeah, it's Yeah, I I I like to do a longer period cuz you get more time to work together.
But yours is one to one, right?
So you create time.
Yeah, there's there's a mixture of one to one and group depending.
Oh, okay. How do you mix one and group?
So, you can join a group program.
Yeah.
And as a bonus to that, we'll do a once one call once a month.
Okay.
Or once every two weeks, depending.
Um, and that, you know, just ensures that you can have time with each person.
Mhm.
To make sure that they've got their custom game plan. That's what I like to call it.
Mhm.
Um, that's also something you can do with tears, by the way. And we didn't talk too much about it, but basically adding in an extra one to one option, but like, you know, double the price or something,
right?
Like probably different price plans like one without one to one, one with one to one or they can get it as an add-on like you said.
Yeah, as an add-on. Yeah,
because So, so there's two ways you could do it. You could have it like so that the checkout page looks like this. Um, like this is just group and this is group plus one to one.
But now people are looking at two things and it might like I'll come back later. Whereas if it's just one option I think it's better because it distract people.
Yeah. So you could do instead then you could do it like this.
Yeah. I can even do like on the check out page ask them if they want to add one to one call.
Yeah, exactly. Yeah. So, I just have that and then one to one.
Yeah.
That's it. Do you want this as well?
Right. Okay.
Um, and once they bought to all the people that have bought, you can say in an email, hey guys, you know, you can get one as well.
How long have you been doing your YouTube channel since then? So, this channel I started in 2022, May 2022.
Okay. Okay.
Yeah.
And how long did it take to monetize it?
Uh, in terms of AdSense, when did you get your first sales after you start your YouTube?
Well, the first sales, so my first offer was just a a Calendarly link in the description.
Okay.
So, I didn't know much about offers back then when I started this.
Okay. So, that was a free call or
uh it was actually paid. Yeah, it was like uh it varied from 80 to€150.
So, it's like a 1 hour consultation basically.
Yeah. About about random stuff like they just ask me for life advice and stuff. Um, it but yeah, it wasn't very structured and that's why I I stopped doing it cuz I like well we can't really accomplish much in 1 hour and you've got people with all sorts of problems and it's like you know it's nice to be able to support and stuff but I didn't really feel there was a proper transformation that we were going through
right
so yeah that probably happened I don't know maybe like one year into it but the thing is if I was starting today I would have a completely different approach
right So my previous experience isn't really a good measurement of what you could expect to achieve, for example. Like I think you can make sales from day one.
Oh yeah. With YouTube video.
Yeah, 100%. Cuz it's the same as what you're doing with Instagram. You're just getting people on your list and you're making offers.
That's all.
But it takes more time to get the video to be spread.
It might. Yeah. I mean, you could get lucky and and you could you could be one of those. I always see people like you. It's always it's always girls in social media niche that they'll start posting videos and they'll just blow up and I'm like really how do you guys do it? I don't know. There's something
okay
something I have no idea about how to run a YouTube channel. So like for Instagram when you post it within a few hours you can have people see your content or like
Yeah. Well, it could happen with YouTube as well.
YouTube as well. Okay.
Yeah. Like if you if you post a video it might get five views. It might get 500. Uh actually a client of mine, she does uh basically how to grow your Instagram and her first uh YouTube videos were like doing like 500 plus views per video, a brand new channel.
Mhm.
And she you can share it on your Instagram, too.
Um, so that'll give you an initial surge. M but generally you want to start building a YouTube audience as opposed to transferring your Instagram audience to your YouTube.
M so it's like two different audiences basically.
Yeah.
Okay. So YouTube I should do it in English. Yeah. Right. So I can start a new new niche new
Yeah. Because market I think you're going to be forever asking yourself the question should I do English often? And the sooner you just make a decision and remove that question from your
Yeah.
You're just going to have a lot more uh space for new ideas and new things to come in.
Yeah. Yeah. Yeah. Yeah.
I think if I want to launch like do high ticket in the future given that like all of my I would say 95% of my network is international. So I feel like I didn't use my network well. I just make friends but I don't I don't make them link to my professional like my business. So it would be better to start an English market so then I can use my network and get clients as well.
Yeah.
Yeah. I was also thinking to like host workshops or probably potentially retreat in the future.
Absolutely.
Yeah.
Yeah. You could um just do a feeler, just send an email like, yo, we'd be interested in doing a retreat, right?
Um, and if there's enough interest, you can go ahead and do it. If there's not, you just don't do it. That's the thing is like with launching anything, it's always a good rule of thumb to just sell it and then build it. Cuz if you build it and then try to sell it and it doesn't sell, you've just built something for no reason, right? And I learned this from Dan Co. Um, and it's like I don't know like if I was living under a rock cuz I had never heard it before, but just start promoting it. Do the marketing with the emails.
Mhm.
Um, as I demonstrated and have your deadline and people will sign up, but they won't. If they sign up, you just tell them, "Cool, we're going to start next week." Then you do the thing. And if they don't sign up, you just go back to the drawing board.
Yeah.
And and that way you just you just minimize the time wasted.
Yeah. Okay. So, you wouldn't recommend to put in a free training directly on YouTube.
Probably not. Like if you want to grow a channel though, if you want to nurture people, yeah, it's good. But you always got to be thinking of like packaging it, right? So, you got to package it like a YouTube video.
I see. So, it has to have a good title.
Yeah.
It has to have a good thumbnail.
Yeah.
It's very hard to package a free training.
Right. Right. Right. Right. Right.
Okay. Good to know.
Yeah.
So, I would start out with your How would you differentiate the content that's for free training and YouTube? Um, so the free training stuff, ideally it's going to just be a little bit more niche, more focused on a problem, better than a solution. Um, there's also a lot of crossover to be honest with you. Um, it it like sometimes what I'll do is like I'll be making a video and I'll be thinking, well, what would be a good accompanying freebie to go with this and then I'll just make it up on the spot. So, like for example, I made some video templates like those videos I've told you about. Like I made templates for all of them.
Oh, nice. And then I made then I made a video talking about the three types of videos and then I said you can get templates for these in the description.
Okay.
And so it's like it's a lead magnet bespoke to that video.
Okay.
So it makes it feel more special.
Do you upsell your paid offer with that that lead magnet?
No.
So you just give people free stuff and then upsell them through emails.
Yeah.
Okay. I see.
Yeah.
Okay. So we just say that free training is something more academic. YouTube is something that's more like story based. Give people a rough concept about something.
Yeah.
Okay.
Yeah. Yeah. The you can afford to put boring things in an email uh free training. You know what I mean?
More boring things in free.
Yeah. cuz like I'm going to like on you on YouTube like no one wants like a free training. They they want a quicker hit, you know?
Um so I can probably like repurpose my Instagram content with YouTube like just combine like a couple of posts and make a long long form.
Absolutely. Yeah. Yeah. Take those high performing ideas and flesh them out a bit more.
Okay. Mhm.
Cool. Okay. I have an idea now.
Yeah. I think first thing is the high ticket to have a new income stream.
Yeah.
Yeah. And and to like to maybe start that off, I would what I would do is I would just map out a skeleton of the offer. Um, so that you can see on paper what it looks like that you're going to be taking people through. And then from that you can identify, okay, this is the first phase. These are the general problems people run into. This is the second phase. These are the problems they run into. And then you can obviously say, okay, for phase one, I'm going to need to put this, this, and this into the live session or into the resources and so on and so forth.
Yeah.
Um, so, yeah, have a I don't know like if you like working with with AI or whatever, you can just like have a have a chat.
I love planning my offer.
Yeah. So just kind of like reverse engineer basically all the stuff you did. That's that's kind of the beauty is that you just have to sit down and look at your life.
True.
Yeah.
Yeah. Okay. And I feel like digital nomad is a new thing. Well, there are a lot of people dreaming to be a digital nomad in Taiwan, but there's not a lot yet compared to Western countries. So, I feel like it's an emerging industry that people would want to Yeah. know how it works and stuff. So, yeah.
Yeah.
Okay.
Awesome. Good job. Love it.
Thank you so much.
Yeah. is