May 2016 archive

The Problem with High-End or Bust For Coaches, Consultants and Healers

One of the prevailing threads of wisdom when it comes to business strategy for coaches, authors and healers is that high end offers are where it’s at.

(I typically think of high end as packages over $3000.)

or bustStrategically, this makes a lot of sense. When you don’t have a large following, you want to earn more per customer acquisition than less… (I’ve ranted about the online courses that teach you to create your online course in the past, love. Do the math… You don’t have to have a degree in finance like I do to know that if you’ve got a list of 1000 people and you’re selling a product that’s $197 or even $497, you’re not going to exactly make a run on the bank).

(If you haven’t read said rants before… here’s the math: 20% of an audience will engage with a launch. Which means 200 people of your 1000 are listening. And you can expect that 5-10% of those people will buy, when you’re selling via online sales mechanisms… webinars, video sales letters, etc). So you can expect about 10-20 buyers from your audience of 1000. And that’s assuming you have an offer that they want, and that converts.)

(How do I know this? I’ve run over $2.5 million dollars of online launches for myself and my clients. And as a marketing consultant and strategist, it’s my job to set realistic expectations for my clients. A launch bears risk. Always. I don’t want anyone needing a launch to hit the jackpot to pay their mortgage. I won’t be able to sleep.)

Ok. Rant over.  (more…)