What I want to talk about is the amount of offers you need in your business to scale properly. And there’s a lot of confusion when it comes to this. There’s this myth in our industry that you need a “value ladder”. What’s a value ladder? A value ladder is basically this idea that you need to take strangers through these different steps, these multiple offers, starting with a free offer such as a lead magnet, some type of e-book and then slowly progressing and increasing the prices. I know so many people who have attempted to grow and scale their business using this model and the amount of people that I know that have failed doing things this way is just insane.
You don’t need a value ladder
So, don’t do this. You don’t need a value ladder. You don’t need between 4 to 12 different offers. Here’s what you should do: start with just 1 offer. If you can’t scale your business with 1 offer, I promise you can’t do with 4 to 12 offers. Because the more offers you have in your business, the more chaos you will have in your business and the less focused you will be. When you have less focus and more chaos in your business it just gets harder and harder to scale the business. It doesn’t get easier.
If you can’t scale with 1 offer, you can’t do it with 4, 5 or 12 different offers
If you can’t scale with 1 offer, you can’t do it with 4, 5 or 12 different offers. That’s what always drives me crazy when I hear people telling me about all the offers they have. I keep using this example of this woman I talked to once and she explained to me the different offers that she has in her business. And it was just insane. She had like a brunch special. You could book her for like a breakfast special to talk about business with her. Then she had, I don’t know, 3 or 4 online courses, 2 different done for you services, multiple lead magnets, several e-books or physical books and she was making less than $2000 per month.
If she would have just one $2000 high ticket offer and she would focus all her energy and all her efforts on selling that 1 offer, she would be making 6 figures per year easily with that offer instead of making $2k per month.
All you need is one properly packaged and positioned high ticket offer
What you should do when you’re starting out and you’re just about to launch your coaching business and you don’t have an audience, you’re not generating any revenue, all you need is one properly packaged and positioned high ticket offer. So, forget about e-books, forget about lead magnets, forget about value ladders, forget about up sells, down sells and the complicated funnel. Just one offer and focus on selling that organically.
If you already have an audience, let’s say you’re an influencer or you have a big YouTube channel or just some type of leverage. In that case, there’s an exception to that rule and you can directly launch a mid-ticket online course, that’s prices anything between $97 and $2000. But without an audience, that’s a stupid idea. If you do have an audience, you can actually generate the transactional volume that’s necessary to generate good income. Without an audience, you can’t do that.
Building a small offer ecosystem to help scale the business
Once, your business is making 10k-30k per month from that one offer, from that one high-ticket offer or that one online course, if you have an audience, then you can start expanding. You can essentially build out a small offer ecosystem that’s going to help scale the business. In any case you shouldn’t have more than 1-3 offers. Some people just scale with one single offer, one coaching program for example. But in some cases it makes sense to have 2 offers, but again you want to keep it simple.
Not 4, not 5, not 12 offers, maximum 3 offers
So, you can for example have one high-ticket offer for $2k or $5k and then you can also have a really high ticket offer which is like something you sell for $10k to $30k, it could be a year-long program or a mastermind or something like that and your other high ticket offer could be a group coaching program and then you could have an online course with a price at $1000. Those are 3 offers, 1 high ticket offer, one super high ticket offer and 1 online course. That’s an example of an offer ecosystem that can work great for scaling because you have something for each segment of your audience and it’s going to help you maximize the profits. Again, not 4, not 5, not 12 offers, maximum 3 offers.
Now, are there exceptions to this rule? Can you scale with 4 offers? Of course, there are people doing very well with 4 offers and even 12 offers. But the numbers are just more in your favor, if you keep things simple, you can focus better on selling the offers you have and you can roll out the right offers in the right sequence in your business to make things easier.
If you just start out with 12 offers, I promise you’ll still be stuck in low income in 1-2 years from now. Take my word for it, I’ve seen so many people be stuck in a low-income plateau for a long time because they don’t get their offers right.
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