How A $95 Workshop Filled A $15,000 Program

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When the high ticket offer stops closing, most experts try one of two things. They drop the price. Or they add a payment plan, splitting the investment into three or four payments, or monthly payments over six months.

Both options address price. Neither addresses the real problem: you're still asking a relative stranger to make the big investment first, likely before they're ready.

That's why smart businesses carry both high and low ticket offers. When the market zags, you zig. Having both gives you stability even in unstable times.

A book automatically lends credibility. So few people take the time to organize their intellectual property, success stories and process into a book.

It's also a 24/7 client acquisition tool that works all around the world.

A consult, free or paid, puts you in direct conversation with someone who's close to a buying decision. You support them in making the best decision. For a low ticket offer, make it paid.

Many practitioners use a lab test funnel. I wrote a whole book on this: Get Cash-Pay Clients: How Upfront Labs Create a Wildly Profitable Health Business.

Labs aren't the only option. Financial planners, therapists and relationship coaches use paid assessments too. They filter for people who are serious about investing. Then the results help people see how much they need you.

The paid workshop leans into one simple truth: when people pay, they pay attention.

Pick a topic that accomplishes one clear goal. When people pay to be there and get something done, you know two things. They'll come out of pocket to solve this problem. And they've had a real experience with you. That's the moment to make your invitation.

Here's where most experts pick wrong. They rank low ticket offers by which one sounds most impressive, instead of which one they can launch on a timeline that fits their money goals.

Every offer runs on two clocks:

• The build clock: how long until the offer is live.
• The payout clock: how long until it pays you.

Your build clock and your payout clock are two completely different timelines. Here's how the four compare.

When people write with us, the book and workbook are done in five days. On your own, or with a writing coach, it can take up to a year. Then launching on Amazon typically takes our people two months.

After the bestseller badge, you build your own cold traffic funnel for the book, with supportive assets that help convert people fast.

You'll make some money at the Amazon launch. The real money comes from the sales you make on the back end, once those funnels are built.

The upside is credibility. When Sherry launched her book, Why You Can’t Lose Weight, she was closing 10K clients without the call within that week. The people who did get on a call had pages marked, and told her it felt like she wrote the book just for them.

I see people build a really awesome book-a-call funnel in about three days to a week.

An effective consultation funnel is not a link to your Calendly. It's a landing page that explains exactly what happens on the session. Then they add their name, email and phone number, pick a date and time, and answer qualifying questions. Those questions confirm they're ready to follow a protocol and ready to invest in cash-pay care.

The payout is fast, because it comes from your existing email list and social following. Here's the script I give my mastermind members and private clients:

“I have three spots open to consult with you about [the problem you solve]. If you want one of them, grab them here before they're gone.”

People book the day you send it and the day you post it. The catch: send it too often and you bleed your audience dry.

A quiz funnel or a lab test funnel takes more time. A lab test funnel needs:

• A landing page
• An order form
• A thank you page
• A little member portal with five videos: a welcome video on how to take the test properly, three videos connecting their pain points to the test, and a test explanation video

That last video invites them to book a lab interpretation session with you.

I've seen people build a lab test funnel in a three-day weekend. I've seen others push it to a week. And I've seen people take three months. Be honest with yourself about which one you'll be.

It pays you at two points. First, when you post symptoms-based content on social and email, the education and resource fee comes in right away. (In lots of states you can't up-charge a lab, but you can charge an education and resource fee.)

Then there's a lag while tests come back, often two or three weeks. When they do, people pay for the one-on-one lab interpretation session. That session is also a sales call, and it adds enrollments to your higher ticket offer.

The paid workshop is a really simple funnel: a landing page that explains the workshop, an order form, a thank you page, and your Zoom.

In our mastermind, we held a two-day live event where everyone completed an entire paid workshop funnel live in real time. So I know a short build is possible.

And the payout starts straight out the gate. Everyone on the workshop paid to be there.

How a $95 workshop filled a $15,000 program

My workshop was called Your Book Starts Here. It was $95 and three hours long.

Attendees completed the C.O.R.E. concepts for their book: four things that prepare them to write it and drastically uplevel their marketing. People love it.

At the end, I invited them to the Book to Buyer Live Experience, a $15,000 program where we help people get their books done in five days.

The time motivation was about saving them money. Anyone who took action during the workshop, or up to three days after, could use a $5,000 discount. There was a limited number of spots at that price, so the $15,000 offer dropped to $10,000.

People converted during the workshop itself. Then follow-up emails went to everyone who attended over the next three days. That was the last chance for the discount, and it filled the last seats in a $15,000 offer.

It was a win for everyone. They got a more accessible price. I filled seats I needed filled.

Individual results vary. These are my results and Sherry's, from our own offers and audiences, not a promise of yours.

Answer two questions honestly:

1. How quickly do I need the money?
2. How quickly can I do the build-out?

If you need cash flow soon, look hard at the paid workshop or the consultation. If you're building a long-term credibility asset, the book earns its place, as long as you can wait for the back end.

Then make the real decision. You can keep trying to sell your high ticket offer with zero relationship-building warmup. Or you can invite prospects to make a smaller investment in something that makes you the obvious choice right away.

Not sure which of the four fits you? I built a FREE tool to help you pick your low ticket offer.

Want to see one work from the inside? Grab a seat in Your Book Starts Here, the same $95 workshop that filled my $15,000 program. Or comment B2B on the video and we'll send you the link.

Here's to you picking the offer that pays you first.

Ready to take that first step now?