Transcription
Let's get through module four, which is this will be a quick, a quick module because this is kind of a bonus module. It's how to upgrade your members into a high-ticket offer.
So, first you have to create the high-ticket offer, right? So, you think, okay, you have members in your school group. What is the thing that they want more of that you're currently not giving them that would truly enhance their lives? So, you start asking questions, right? So, I—let me illustrate a point for you. Is anybody here in GCU? So Bart's in UC GCU. So all right. So Lee, Bart, Brian, let me ask you a question. What is something that you really need more attention with in your business that you know you—you'd probably pay a lot more for if you could get that attention, if you could get that support, but I—we don't currently offer it in GCU, but it's like a major problem for you that you just—you'd be like, "I, I need help with this." What—what would you say that thing would be?
Personal help, coaching. Okay. How to do group coaching? Okay. What else? Getting clear on the bigger picture and long term.
Okay, so let me give you an example, right? When I had um sold-out courses, which was a—or or digital millionaire coaching, um what I found was that we would teach people how to create a coaching offer, consulting offer, and they'd go out and they'd do it, but as their business grew and encountered problems, they really wanted more. They wanted a second set of eyes that was invaluable to people. And if—if I—if I'm understanding Lee, Bart, Brian, and Ryan, would you say if I were to summarize what you really want is a second set of eyes on your stuff, but a set of eyes that has done at a very high level what you're trying to do? Would you say in a nutshell that's what you want?
If—if you were to just summarize?
Yep. Yep. Yes.
Okay. That usually is the case—is a high-ticket offer usually always ends up being to some degree a second set of eyes from somebody with more experience. Correct?
Now, I'll tell you this. I've done a lot of high-ticket offers in my life, and I've done ones that are good, and I've done ones that are okay. And I'm a very transparent guy. I'll tell you when I—I do something that it was okay. Right?
So, one of my best offers was when I had a $55,000 mastermind where it was a call a week with me, and then we—I think twice a year we did events where it was like three days all in a room with me, and it was 55,000. I had a hundred people in it. They were upgraded from a lot. Half of them bought cold as a first purchase, and half of them bought from being in digital millionaire coaching, which was a 10k offer. The reason they bought was to get a second set of eyes, right? They want—and but they wanted my eyes. It was that simple.
Okay. Now that's not to say that I couldn't have had say a—a 20k offer where they got my team's eyes, right? You don't necessarily have to be your eyes, but if you want to upgrade people, and we're not talking about done-for-you, you could. Done-for-you is easy; it's just a pain in the ass to fulfill. But if you're talking coaching, generally people want eyeballs.
All right. Now, we have an offer right now that is $8,000. Uh, it's called Offer Kickstart, and it's 12 weeks with Carla, our offer creation coach. It was five; we just recently raised it to eight. This offer was—if we sell it cold, probably it'll do well, but we—we would tried to start upgrading it. Here's the problem with it. It does okay, but it's—it's not like a certified banger like some of my other offers because—and me and Joe were talking about this after we ran the data. We found that in GCU there was a lot of people who—because what—what is GCU? It's get more clients, right? But we found that there was a lot of people in there that struggled with their offer, right? They didn't really know how to message, put their message. They didn't really know what their—what they wanted to sell. So, we created Offer Kickstart. And really, this is more actually how to—how we framed it, which I don't—I don't like how we framed it because honestly, fixing your messaging is how you get more clients. So, I really should have framed it differently, but we framed it more like you—you're—you're creating an offer. Well, when we ran the data in that data analyst thing, we found that the overwhelm—overwhelming majority, like over 80% of our GCU members, at least in their mind, have a business and just need more clients. They didn't need help creating a new offer. That explained why we had a relatively low amount of upgrades. Like, I mean, to me, doing 50 grand on a high-ticket offer is like not good, right? But the ascension model from GCU to Offer Kickstart doesn't actually make sense because 80% of the members already have an offer.
Now, that's not to say I couldn't have rephrased that and said, "Hey, look, are you struggling to get more clients? Join Offer Kickstart where we're going to take your offer and we're just going to give it a makeover and just freaking make it." Now, that would have probably done a lot better. I just didn't—I didn't frame it that way, and I could reframe it that way. You see how there wasn't a—a—a clear ascension line? Do you guys understand how that—that—that did not have a clear ascension line, right? What would—and this was a mistake of mine, and I can make this mistake after years of not making the mistake. What's the clear ascension line here? Well, the clear ascension line is more support, more eyeballs, right? Like that. And that's where we're—we're now developing the offer of GCU Max is basically GCU on steroids, right? You get more support, more tools, more of all of that.
This is something that anybody can mess up. And so you really have to sit with yourself and be like, "Okay, if my people paid 10 times more than they pay right now, what would make it worth it? What would they want?" And usually what you will find is they simply want more eyeballs. And so the easiest way to create a high-ticket offer is to say, "What are you currently doing now?" The high-ticket offer is more eyeballs on that thing. Does that all make sense? Does that make sense, guys?
So I—I can't do a call a week for 97 bucks a month. I can't do a call a week for a thousand or 2,000 bucks a month or 3,000 bucks a month. Well, wait, maybe 3,000 bucks a month because—because they—so many people would join. I wouldn't be able to give value. That's why I charge 55,000 for it, right? So, you can have like high-ticket and super high-ticket, you know?
Let's talk about the Google Doc or Loom pitch. If you don't want to create a big fancy funnel and you just want to test things out, a really easy way to do this is make a—a—a Google Doc of what they get with your high-ticket offer. Then make a Loom and just say, "Hey, thanks for reaching out. I want to tell you about this offer. It may not be for you." Always say it may not be for you because people always want to hear more about what may not be for them, and it may not be for them. And just say, "Here's—here's what you get." Drill it down straight to the point and then say, "If you're interested, uh, just hit me back." So you start doing—um, you could just post in your group and say, "Hey guys, we're taking on, you know, five people right now to give you more support for this or that. If you're interested, I'll shoot you a Loom with the details." Shoot them a Loom. They understand what they get. Yada yada yada. And now if you happen to get on a call, well, they already know what they get. Right now it's just the call is just overcoming objections. You don't have to go through a whole sales process, which is great. So that's like the lean, mean, simple way to do it.
Okay. Now I'll show you the more advanced way. So 9747—I mean, it—it depends. This is really simple even though it's the advanced version. All I do—I do a headline, I do a video, I do a button, I do a stack of what you get, and then I do a calendar. So, if you click this button, it goes to the calendar. So, "The raw, real, and uncomfortable truth about creating a wildly successful offer that sells." Here's a video where I go into it. It's educational/pitch. Apply for Offer Kickstart. You book your time. Bam. That's it. Simple. Okay. And then, uh, they book a call and, you know, you automate it with follow-up and—and all that, but it's really simple. It's just simple. Okay. And if you get this video good, you'll get more calls, and you'll get higher-quality calls. Period.
Now, believe it or not, this actually converts really well. It's just we haven't promoted it yet except to GCU members, which is why we noticed that kind of like mismatch. Um, if I let Laurel run on this, it might—it might do well. But we launched this offer to see if we—if we wanted to do it. And—and right now we're in test mode because if you guys know, I sold my other company, and then I came back to getclients.com. And so right now we're testing because I know that whatever we do, we're going to be doing for the next three to five years. And so we really want to nail what we want to do. And so we're testing a few offers. That's why like this program is 12 weeks. Um, I always recommend if—if—if you start a high-ticket offer, try to do a 12-week offer. Don't do a year because if for some reason you don't like what you do or maybe you're making money but you don't enjoy it or whatever, you—you're only committed for 12 weeks. I always say try to start with a 12—six to 12-week offer, and then from there if you're like, "Oh, this is great. Now—now it makes sense to make it longer, make it a mastermind, what have you."
Okay. Direct promo and group. Um, the thing about this is when you're in your group and you're helping people, um a great way to do this is if they're in an upgraded scenario, start giving your—the lower tier a glimpse behind the door. Share a coaching call. Do a live Q&A where you're answering questions in that group, and people will watch this and be like, "Oh my gosh, I need to be a part of that." Just promo it in the group, but don't—don't just pitch it, demonstrate it. Right? Demonstrate it. That's the biggest thing is don't pitch, demonstrate. Don't pitch, demonstrate. And then people will just be want to be a part of it. It's like if you're in kind of a lame party and a door opens and you peer in and that party is just rocking and rolling. Like this party's cool, but that part is like legit. It's like the VIP room. You like peer in there. Like you want to know how you get in the VIP room.
Here's what we got, guys. That's pretty much the whole thing. And I—I'd like to take a few questions right now before we end. Uh, any thoughts on how to defend your membership when competitors or copiers come in?
Well, look, um, competition is healthy. You're always going to have competition, right? It's just a thing. It makes you better. It makes you stronger. Um, it's not a bad thing, right? Um, unless somebody's doing something nefarious, then that's a little bit different. Uh, or they're—they're naming you or bad-mouthing you, that's kind of different. But if it's just competition, I wouldn't worry about it. I—I'd more say to myself, okay, what are they doing? How can I make it better? Because that's probably what you did. You know, that's probably what you did.
School payments, uh, your own pros and cons. Uh, school payments versus your own. Okay. School payments, e pros, easy, takes two seconds to set up, no stress. Cons are they can only go to your school site and buy. I mean, I guess you could do both. Pros to your own payment system. You can do all kinds of fancy stuff. You can sell them a book, and on the next page, you can pitch them on joining, uh, get the sale right there. If they say no, you can pop up for a free trial. Okay. Um, you're just—you could just do all kinds of stuff. It's—it's more flexible. Uh, cons are it's complicated. You got to know tech—really a lot of tech. I mean, that's the nutshell of it.
Uh, can you set up an affiliate system for members who promote the membership in school? I don't think currently you—if you have a school site—I don't think currently you can let your members promote your school site and give them a commission. That's something I think is in their roadmap, but I don't think that's currently a thing.
High-ticket school membership versus your own high-ticket offer. Yeah, you can do that. I—So that's actually what GCU Max is going to be. It's going to be a high-ticket membership, which I—I'll share with that you in a sec. That's a great timely question.
I have an IG page with over 700,000 followers, but my audience is younger and doesn't have much money. Would a low-ticket school community work?
It depends. Um, are they five or are they 25, you know? Um, I mean, it would—it depends on the offer, you know. Low-ticket does—I mean, I've—there's a membership I just saw with 2,000 members that has um—uh, $31 a month with 2,000 members.
So do you think AI mentors as a part of membership in the future?
Maybe. Five minutes from now that'll be different than whatever I say now because it moves so fast.
Um, back to the offers bit. When you can coach on loads of topics successfully, how do you choose the market offer? For context, I've been a coach for TR—for years, and now I want to start my own coaching thing.
Yeah, that's tough. That's a problem I have. Um, you know, I have so many things I know how to do. That's kind of what GCU is. It's tough. It's—it's, you know, too much. You know too much. Um, for sure.
Why not? Why should I use school and not Kajabi?
Uh, well, because Kajabi doesn't have a good community, and it doesn't have the gamification built in and all the cool stuff that Sam's doing. It's just—we switch from Kajabi to school. It—it's simpler. Um, yeah.
Um, hi Dan. I'm someone that thrives on knowledge, understanding. I enjoy researching, finding things that most people can't or don't even know. I'm a gatherer. And you're a jogger and as a curator, correct? I was trying so hard to specialize in one field. I have so many skills. I'm a jack of all trades.
Oh. Oh, you're just thanking me. Oh, awesome. Killer, killer.
Can you use schools and CRM?
Not really. Unless that's all you sell. Um—um, where do you suggest to start to niche down? Um, pro—just think about a problem you can solve. Actually, I'll give you an example. You know what? This is a great opportunity. So, we currently have GCU, and we have kind of like a bunch of other offers, and we're consolidating them into GCU Max. So, we're going to have a three-tier offer: GCU, GCU Max, and then a mastermind. And so, what I'll do is I'll kind of explain—um, the mastermind, believe it or not, is actually super niched out. So, the more specific you can get, the better, and—and the more specific you can get, the easier it is to charge more as well—um, on a CRM aspect. So, we have to use a separate system pretty much. If you're only selling the membership site, no. But if you have other offers and you're selling mini-courses and books and you have this and that, then—then no, you don't have to have a CRM. Um, or you—you do because you've got all this stuff going on. But if you just have a membership site and then you have a higher-ticket membership site, you can just use school.
Do you prefer using school over GoHighLevel membership sites?
Yes.
You see any reason to have a Facebook group and a school community?
Not really. Unless the Facebook group was free and you call set in it or something.
What—what would you recommend to do to get feedback from your audience before creating content?
Um, help five people for free, and every time they have something they don't know, make a Loom for them and then save that Loom and put it in your membership site. Done-for-you.
Okay, one more question. For Facebook ads video, how much do you recommend to start testing and when to start running a retargeting campaign?
Uh, spend, you know, 10—20 bucks a day if you—if you want to start low. Um, and then gather up an audience. You know, I run it for a week or two and then start the retargeting campaign.
Uh, second question, VSSL letter or live webinar every week—um, to start promoting the school membership? Will I test both? Can you see?
So, uh, there's a guy I interviewed, Cody. He's in GCU, and he—he used one of our tactics in there called the Phantom Offer, and he's at—like a couple weeks and he is at $30,000 a month in MR on his school, and all he does is put out content and he just sits there and closes in the DM. That's all he does. So, I—I think for speed, neither. I think you should close in the DM.
All right, cool. Um, all right guys, thank you so much.