Everywhere you turn in the coaching and online marketing world, you hear people talking about attracting high-end clients. So why am I writing a post about low-priced information products?
First, if you stop and think it, you may notice that a hefty proportion of those insisting you should attract high-end clients also want to sell you a high-end mastery course—very often one that sells for thousands of dollars. While high-end courses can make a major difference in your bottom line at the right time, it may not be what you need to do right now.Smaller low-end products also have a place in your marketing funnel if done correctly.
But whether you create a high-ticket information product or a low-ticket information product, you do need to be sure that you know why you are creating the product in the first place. And that reason shouldn’t be, “because everyone else is” or “because a course told me to do it”.
So, before you create any offer, know your basic reasons: Why, who, how and what:
- Why create that particular offer?
- Why set it at that particular price point?
- Who are you aiming to attract?
- What big benefit will this particular offer give you?
- How is this going to work?
Before we get to the reasons for creating low-end offers, there is one more component we need to understand: And that is “pricing”.
Each offer you create needs to be priced according to very specific criteria:
- What your ideal market can handle
- What your ideal client or customer expects
- Your reason for offering it (for example, are you hoping to increase visibility or generate quick cash?)
- Where it fits in within your sales funnel
- How you position it to your community
- Your motives
Wanting to quickly generate a low-end offer to pull some cash in for an emergency is an entirely different kettle of fish than wanting to attract new subscribers.
Three reasons to create low-end products:
Low-end products are ideal for
- Quick cash generation – It’s far easier to convince someone to buy a $27 product than it is to try and sell a $2997 product.
- Creation a constant flow of passive income – If you create a low-cost monthly membership site, this can generate a passive income for you month after month.
- Getting people to try out your offerings – The first time someone comes across you and your work, they may be hesitant to purchase a $997 eCourse but they’d be more than happy to buy a $47 eBook, for example.
- You can also use low-end products to give your existing community something that feels like a no-brainer treat. Your message for them might sound something like this: “Hey, I usually don’t sell anything for less than $497 dollars, but today, just as a special for my Coaching Club VIP Members, I’ve put out this fast, nifty tool for $47 dollars. It’s only available till midnight tomorrow—so grab it while you can.”
That’s one effective way to position your low-end offers while avoiding looking desperate or cheap. As a special favor to your loyal followers.
Low-end offers shouldn’t mean low quality. In fact, your most important takeaway is to think “Low-end HIGH-quality”.
When is it cost-effective to create low-end, high-quality?
The trick is to offer something that is simple and inexpensive for you to create, but of an extremely high perceived and practical value for your ideal client or customer. For example, if your client is all about approaching potential Joint Venture partners, do you think she would pay seven dollars for a proven template that helps her write the perfect cold-call letter? That would be what you call a “no-brainer”.
Let’s stress that last point again: A low-end offer should be something that is drop-dead easy for you to create. A product you can whip up out of something you’ve already created. A stand-alone component of a larger program. An easy way to do something you do every day; something you find so easy, you could do it in your sleep. And it should always feel as a totally rich treat to your ideal customer.
Most of all, low-end offers shouldn’t be treated as isolated, stand-alone offerings. They should constitute a carefully thought out part of your whole sales funnel, with their own unique role and place. And when you realize how often they can be recycled, to fit different needs and purposes, low-end offers become even more appealing to have as part of your overall product suite.
And it’s important to keep in mind that low-end offers not only present a no-risk way for people to sample what you do, they also create buyers, not just subscribers, if you choose to put them at the start of your sales funnel. It’s a huge step between subscriber and buyer, but once someone has taken that step (and they have been delighted with the quality of what you deliver) the next item you promote—your upsell or membership site or high-end offer—is about 60-80% easier to convert into sales, because they are now in a relationship with you and your products.
Your low-end offer should make them say, “Wow, that product was all that it promised: I can’t wait to try the next step.”
Low-end offers are quick and easy to produce. (If they’re not, you’re doing something wrong!)
The long and the short is, no matter how much you plan to focus on high-end offers, also creating low-end offers is worth careful consideration as part of your marketing strategy and sales funnel.
Now that you know the advantages of creating a low-end offer, let’s take a look at four highly-effective low-end products that you can create…
Books & eBooks
An eBook makes the perfect low-end product for any coach or Information Marketer—particularly if it encapsulates and gives a working version of your ‘signature’ program or system. A signature eBook makes a great ‘taste’ of your coaching philosophy, methods—and results.
Use the book to teach people how to achieve something they want: Something that will enable those who can’t yet afford it to take a step up on their journey, get past a plateau, thus enabling them to increase their income… so they can afford your high-end products.
Their reaction when they finish your book should be, “Hey, this WORKED! I want MORE!”
But that’s just one benefit…
- A physical copy of your book is something you can wave at people during local workshops, business seminars and online webinars. Books endow their authors with instant expert status, singling you out as someone who isn’t just ‘all talk’. You’ve written THE definitive book about your message and system. By publishing the book, you’ve automatically assumed a role of authority.
- A physical copy of your book can be used as a gift or bonus for those who purchase your higher-end programs
- Your eBook can be used for lead generation; promoted as a gift for signing up to your webinar or used as an introduction to you and your methods
- You can create promo days on Amazon, if you sign up for KDP Select, making your book available for free just for one day only, using it as part of a promotion
- You can give out print copies of your book as extra gifts during high-end VIP coaching days or mastermind classes
- You can use your book to get speaking engagements at local or national events, online or off
Best of all, your book can be quietly representing and promoting you and your brand night and day, even while you sleep. If you publish it via a platform such as Amazon or E-junkie, it can be your representative there at all hours. Your voice on that platform.
And if you choose Amazon CreateSpace’s extended services, or publish your book on Ingram Spark™, you can also get your book into libraries.
If you position your book as a “Beginner’s Guide to…” your area of expertise, you can use it to prime your best potential clients and customers and weed out those who won’t go the distance.
Or you can create a book as a resource or tool for those already skilled in your area of expertise.
You can teach one simple, specific thing that relates to your area of coaching: For example, a writing coach could a write book showing how to do one key task that all writers need—as Susan May Warren has done with her book, Write a Brilliant Hook: 5 Easy Steps to Writing Your Scene and Story Hook.
You can write just one signature book, such as Steven Covey’s famous 1989 classic, “The 7 Habits of Highly Successful People”, or a whole sequence of books on a single topic, as publishing coach Kristen Joy Laidig has done, under her pen name of Kristen Eckstein, with her Authors Quick Guide series.
And the additional benefits of the latter strategy: Any search for any single book in that series in Amazon (or even just a search by author name) will also display every other guide in that particular series too—which is pure promotion for the author!
eBooks are versatile, and with a little imagination and strategy, you can make your book or book series work tirelessly behind the scenes to build your reputation, reinforce your brand—and generate cash.
Planners, Workbooks, Templates & Action Plans
Creating planners, templates, workbooks and action plans can take your workshops, webinars and courses from good to great. These useful tools take your information from theoretical to personal and practical. What it does is help your customers and clients get tangible, measurable results.
Here’s a quick and easy way to create a high-value, low-end product:
- Record a video or webinar
- Include it with a workbook and checklist
- Sell it to your clients
Another great way to use planners, checklists, worksheets or workbooks to add value to your coaching:
- Create a training library for your monthly club members—or for your clients
Or you could grow your mailing list:
- Set up a lead page giving away the content
- Promote your lead page through Facebook ads
eCourses are a great way to generate leads and or income. You can create an eCourse in several different formats, including video, text, audio or a combination of any of these.The key to creating a successful eCourse is to tailor it to the needs of your clients.
Here are a huge selection of eCourses that I’ve created solely to generate leads.
Perhaps one of the most important uses for low-end products is in generating recurring revenue. You can use them as free or paid content (or added bonuses) for the following recurring income models:
- Membership sites
- Closed groups
- On-demand, evergreen courses
- 30-day or 60-day Challenges
You can store all your past content behind a password-protected page, and charge people a recurring monthly Library Membership fee to access all your content.
Other Ways To Use Low-End Product
Another great way to include or re-purpose low-end offerings: Include them as upsells or downsells with your main offer, or even with your free webinars.
Do this wisely, and they can help you gain a reputation for always over-delivering.
To recap, you can use low-end content to create:
- Book series
- Action plans
Use quick, low-end, high-value products to build up a solid following… one that buys and buys again—consistently—from you.
The trick is to brand your products, so that there is a strong element of repetition: Not just in the fact that you produce certain types of products, but in how they look. What your visual branding and strong identity does is create a positive, conditioned-to-buy response in your subscribers, whenever they see a new offering.
Let’s go back to Kristen Joy Laidig’s Authors Quick Guide series: These books are so inexpensive that when Amazon displays the rest of the series, it’s absurdly easy for people to just add one or two or three more—even though they may have originally meant to buy only one.
But here’s the key point: If every cover was completely different, that powerful auto-suggestion would be lessened.
Repetition brings trust –and seeing the familiar “clock” logo, the same font, the same “Author’s Quick Guide” header set in its familiar dark blue background reassures readers that, hey, these books will also show you valuable things.
Note the use of power words that reinforce the notion that these are ‘no-brainer’, easily affordable products: ‘quick’ and ‘guide’ both promise to do the job within the pages simply and easily—and that can be a powerful selling point.
Your constant stream of low-end products will have your subscribers coming back to look for your latest new offerings.
(And when it comes to Amazon, what many people do automatically after being introduced to a new authority figure is check to see what books they have on Amazon. At the very least, do have one signature book on that platform.)
And here’s a surprisingly effective method to increase sales even more:
- Blog about your new low-end product topic or product
- Create a Facebook post talking about one aspect of your blog post topic
- Include a link back to your post in your blog
- Check your Facebook Page’s Insights to see which posts are generating the most views and shares
- Create an ad linking back to that social post, which contains the link to your blog post
It sounds a little confusing, but it’s really not. And it really works.
Consider Your Target Customers and Clients
Earlier we touched on the concept of including both high and low-end products in your marketing mix… but how do you know when to include them, and where?
Let your clients be your guide. First, you have to identify your market—not just the perfect high-end client now, but also entry-level potential clients who can’t quite afford your rates yet; or who are not yet experienced enough to work with you.
First decide: Do you even want to attract this type of client? If you don’t, that’s fine. But consider, even high-end clients will sometimes pass over you in favor of a competitor, if you don’t provide appetizers and tastes.
The less social proof you have—the less credentials, TV appearances, etc.—the more you need to let people get to know you.
And that can be where low-end products really rise to the occasion.
Consider also that for every high-end client who is going to sign up with you, you may be missing thousands of low-end clients—those ones who are entry-level, or in the middle of career shifts on tightened budgets. Low-end products such as on-demand mini courses or do-it-yourself books and workbooks can actually help this type of potential client make enough money to graduate to your higher end products.
At the very least, they can help convince this client that upgrading to your higher offer will be a justifiable expense with a real promise of reward in their investment.
But no matter what your motive is, or who you are targeting, there is one mistake you never want to make…
Don’t ever look at your quickie low-end product as unimportant. Remember that your low-end product should produce total delight with high-end value.
So, when I say things like “you can slap one together quickly” this doesn’t mean ‘be sloppy about it’. Take things like proofreading and presentation seriously.
It’s better to delight someone by allowing her to discover that this ridiculously inexpensive seventeen-dollar workbook she bought is EXACTLY the tool she has been looking for—one that is so easy to use, she’s eagerly looking for more tools by you in the same vein.
Don’t just focus on your big ticket or high-end offerings. Make sure that no matter how you create your product and program mix, you always include low-end products that are always available, bringing in new fans and subscribers while you invest your energy in those lucrative but sparser one-on-one coaching sessions.
To summarize, both when you create and when you sell low-end products, it is important to be as specific as possible:
- Identify your exact low-end target market.
- Identify the exact reasons why they will want to buy your low-end products, including:
- The specific problem that makes this product the best solution in her eyes ‘right now’
- The specific big benefit that investing in your product will bring
Show or promise the rich value offered in your low-end product. Do this consistently, regularly and with consistent branding, and your low-end products can be your most quietly lucrative recurring income source of all.
I’ll be taking your questions at the end of the call, but if you’d like to learn more about where to position your low-end products to build a solid sales funnel of high and low-end offers, let me tell you about “How to Quickly + Easily Build Your 6-Figure Low-End Product Suite”.
This four-module, self-training system comes complete with Action Plans and exercises you can work through at the end of each module, so that you can brainstorm your perfect six-figure low-end product suite
Here’s what each module will help you set up:
Module 1: Your Low-End Product Suite Idea Map
Learning Objectives: Going from confusion to clarity when planning your product mix
- Assessing what you already have: How and where to use it
- How to get out of idea mode and into actual product creation
- Where to find rich material to mine (sources you may not have considered)
- How to tell if your product mix hits the mark for both you and your clients
- Tools that make the process easier—and how to choose the right ones
- 5 questions to ask yourself to ensure you’ve got a winning mix
Module 2: Create Your Low-End eBook
Learning Objectives: Getting a quality book out quickly and effectivel
- The secret to creating a memorable, helpful book that will strengthen—or make—your brand
- Choosing the right title: What it needs to do
- Branding and pricing your eBook—seven dos and don’ts
- Planning your book from cover to cover
- Simple launch secrets—and how to promote
- Tying your book into the next level of your sales funnel—what you need to know
Module 3: Create Your Low-End eCourse
Learning Objectives: Quickly creating a powerful eCourse to cement your branding and delight your client
- Using your eCourse to find your ideal client
- Quick eCourse creation secrets; sources, ideas and more
- How to name your eCourse—and why you should do it this way
- Creating a product outline: How to refine the process
- Your get-it-done list: A fill-in-the-blanks approach
- Putting your course together: Making light work of the tech stuff
Module 4: Create Your Low-End Group Coaching Program
Learning Objectives: Creating just the right group coaching program for your sales funnel positioning
- Low-end, high returns: How to keep it simple
- Breaking down your program to the perfect mix
- Ways around the tech stuff and why this can work even better
- Where to find the team you need, if you decide you need one
- Pricing and set-up: The secret to making real money with this model
- Putting it all together to create the perfect product mix
If you are ready to learn how to.…
- Learn an easy system for setting up any type of low-end product
- Get past analysis paralysis and redefine your notion of perfect
- Learn shortcuts, tips and secrets that will make content creation and set up easy
- Gain a reputation for quality, while creating low-end products
- Attract the right audience—one that will faithfully come back for more