At the end of the day, business is still a numbers game and if that’s the case, then why did you just go through all of this? Because all numbers aren’t the same.

It’s why I earn more than people with 100,000 followers.

Most people view business this way:

Traffic x Conversion = $$$$$

The more people I get to see the offer, the more money I make.

But if you pack a room with 1000 people who hate classical music, you’re not going to get a room of 1,000 people paying attention.

The reason we went through all of this to build a world is that it allows us to get the right traffic where conversions are easier.

But you can still see that the math matters.

If my goal is to make $25,000 a month, then I need to understand the numbers needed to make that happen. If my offer (One Creation) is $5,000, then I need 5 people to buy it. But I know it won’t be any 5 people. These people will have specific qualities which make them the right person (One Character).

That means I need to find a place where I can put up the right content (One Conversation) that will reach them.

• Is my Climax big enough for them to pay?
• Is my Creation enticing enough to feel like the right thing for them?
• Did my Conversation do well enough so I don’t have to try and force the issue?

If I can answer “Yes” to all of these then the numbers I need change.

For example, instead of reaching 20,000 people on YouTube each month, maybe I only need to reach 1,000.

But what happens when the price of my offer changes? Let’s say it’s now a $100 offer (obviously, it’s drastically changed), which means that I need 250 people to buy it.

Let’s say the answers to the questions above are still “Yes,” but I’m not reaching enough people on YouTube. It’s just not happening, so then I would need to consider supplementing with another platform. Maybe LinkedIn, but I also want to make sure I’m not making it harder.

This is why the answer to the question, “How do I make more money?” is usually, “Charge more.”

The Psychology of Low-Ticket

Many people fall into the trap of believing that the easiest way to make money is by selling low-ticket offers. For the sake of this discussion, let’s say low-ticket is $99 and below.

The thinking is that people in general are more inclined to buy something at a lower price than a higher price. And in general that is true.

But then it also means you need to persuade more people that your offer is worth buying.

And this is the trap because people will have an offer at a low price, and to make it more appealing, they’ll pack a lot of stuff in it. But more stuff only works for the people who don’t have experience on the journey.

They’ll see value in how much stuff they get. Those who have experience see value in getting them to the Climax they want in the shortest amount of time.

But the second group is smaller than the first group. The second group is also more skeptical about things.

Why is there so much stuff in this offer, and it’s only $49? That must mean the stuff isn’t good at all.

Enter the Bad Characters

Low-ticket also allows for impulse buys from people who are hoping to finally have the right solution to achieve their big outcomes.

Not small outcomes. Big outcomes.

And when they find it doesn’t do that, they get upset. When they find that it doesn’t do the work for them, they get upset. When they find that there isn’t going to be a level support that fits the low price range, they get upset.

So now you potentially find yourself in a situation where you’re broadening the conversation to attract more people, knowing that a good amount of them aren’t the right characters for your world.

You start to wonder if the money is worth it.

Low-Ticket Can Work

I’m not saying low-ticket doesn’t work. It’s just important to understand the dynamics of low-ticket. There is no single strategy that works best when trying to decide if you want to add a low-ticket item to your offer portfolio.

The Hybrid Model

A portfolio that includes both low and high-ticket can work out well as long as you understand the Character’s Journey. One of the reasons that I created this resource and put it up for everyone to consume is that I don’t want to have to put this into an offer.

When you buy one of my offers, I want it to be fully actionable. You get the tools and resources needed to take action. By having this resource available, you’ll already know the methodology.

And this also makes it easier when it comes to my offer portfolio. If this resource wasn’t available then do I put it in a low-ticket or high-ticket?

If it’s in a low-ticket, then how would a high-ticket character know the methodology? The easy answer is to say they would buy the low-ticket, but the problem with that is that a lot of the people that I work with are beyond the low-ticket stage. They understand that their transformation probably lies on the other side of a larger investment.

If I put it in a high-ticket, then the high-ticket people spend too much time going through the methodology before achieving their first win, and the low-ticket people don’t get the foundation they need to make any of the offers work for them.

Now, I’m not saying that there aren’t ways around this, but the more complex I make things, the less I enjoy what I’m doing.

But having a low-ticket offer can give some people an opportunity to go deeper into your world and understand how it is to work with you. There is nothing wrong with that.

The challenge is that you shouldn’t have the expectation that those who buy the low-ticket will move up to high-ticket. That puts you into a strange mindset of trying to figure out how to funnel people from one place to another.

You want to make the low-ticket as “valuable” as possible while also not cannibalizing the high-ticket. Do you see how this can become a pain in the ass?

So if I’m going to do low-ticket, then I’m going to make it a very specific solution to a targeted problem in their journey. As my world grows and I gain more experience, it’s possible that I will remove the low-ticket and make it free to bring more people into my world and expose them to the higher ticket offer or another low-ticket.

But by having both low and high-ticket you allow yourself some diversity. Just understand this doesn’t make it the best model for your world.

Understand What You Want and Plan Accordingly

It’s going to be hard for me to make $10,000,000 a year selling only low-ticket. In fact, selling any low-ticket might make that goal impossible as too much of my audience focuses on those items.

This has a cascading effect as well. If my goal is to pull people to the low-ticket, then my conversation is going to be different, which could push away the high-ticket Character.

This is why understanding all of the elements of your world is important as well as what you want from your world.

If I don’t mind working 60 hours a week and making $5,000 a month, then I can open my doors to almost anyone and post on TikTok.

But if I want to limit the time that I need to help others while also giving me financial freedom, then I probably need an offer that:

• Allows my Character to move along on their own and feel like they’re getting all of the support needed
• Priced so that it doesn’t require a large number of people
• Helps them achieve a big enough Climax that they are eager to tell others
• Focuses on those Characters who are ready for it

Most people fail at building a business and a world not because they’re incapable, but because they don’t understand their numbers and the system that is needed to support it.

They want $25,000 a month but have implemented a system that has a $5,000 ceiling.