Let's talk about everyone's favourite topic, which is charging great money for what they have to offer. Just joking, I know that this freaks so many of you out. How could I possibly charge 1000, 2000, 3000, 5000, 10, 000 dollars For my coaching services, for my group coaching offer, from my private coaching offer, for my coaching consulting hybrid package, like whatever you are selling, how do the prices get to that level?
Okay.
Value Perception in Pricing
So we need to talk about increasing the perception of value when it comes to your offer, right? Because if people perceive the value to be there and the price seems Completely understandable and fair, then they'll pay it. Okay, so it's all about that value perception. So this is going to be the main focus of today's conversation.
Why High-Ticket Models Work
Now, as a side, I know that a lot goes into this, but there's a reason that we go for high ticket coaching models. And it's because, A, you have to when you're starting out and you have a small audience. Because No one's gonna be buying your 99 guide. No one. You need hundreds of thousands of people in your audience to make a good living off something like that.
Because it takes such a tiny percentage of your audience will buy, right? So it's doesn't work. Whereas, if you can find five people to pay you 1, 500, now we're talking. Now we're away. Okay? So It's much more advantageous for you to be able to charge 1, 500, as a brand new coach to fewer people.
And also, like, why be McDonald's when you can be Michelin star? In any market, whether it's food, whether it's handbags, whether it's linen, whether it's shoes. In every single market, there are cheap options and luxury options. So when we're in the sort of premium area, which is not like ridiculously out there, like luxury, but like high ticket, like a decent investment for people and your brand is backing that, and you're backing that, and your authority's backing that, and your offer is worth it, then it's just a much easier life.
Then trying to go mass market and make a cheaper offer work for more people like it's just really hard versus making an amazing offer tailor made for a specific person like finally someone's come up with a solution to this I'm so stoked I'm so excited to do it in this way I'm so excited to do this with you that the price is yeah cool makes total sense.
Premium Pricing Strategies
So for the purposes of this conversation, because this is what we do when we design our empires and badass empires, we focus on high ticket experiences typically, because in my humble opinion, it is the best place to live for coaches. If you can learn to message sell and deliver on these higher investment packages, coaching packages, you can go anywhere.
If you want to go more luxury and exclusive and be doing these like 10, 000 masterminds, go for it. And if you want to go low ticket and have a 99 a month membership, you can go for it, but it's in learning how to message and sell and deliver these higher ticket products that you're going to be able to.
Go wherever you want because you'll learn the skills to be able to do it. Now, premium experiences are going to be backed by premium prices. If you are offering a premium experience that changes people's lives and your clients are going to show up powerfully because they've skinned in the game, they've invested in themselves and they're doing the thing, then it's going to be win.
Because when your pricing is an edge for your client, They're gonna finally do the thing. Like I know that this will shock a lot of you But you wouldn't believe how many people when career glow up was like fifteen hundred two thousand dollars How many people just didn't log in ever as a group coaching program like even that wasn't enough Money for some people to give it a go They're like, oh some people just have a lot of money and within your market even if 90 percent of people May not buy from you, which is like about right.
There will always be the part of your market who has money, who is they're more like cashflow, heavy and time poor. Like they just want someone to, show them the roadmap and have the most VIP experience where they're like, cool, just show me what to do. Just I want to do the course.
I want to do the program. And you also have people who really value and prioritize their learning and they invest in themselves and they want to better themselves in their future. And that's where they prioritize spending their money. Like you'll always have a part of the market that's there. And if your pricing is an edge for those people, as in it's a decent chunk of change and it matters that they've invested in this, then they're going to show up, they're going to be accountable and they're going to pull it off.
So it's going to be just win win all round. And when it comes to pricing itself, like I don't have a pricing calculator to give to you, right? I do have a pricing calculator to be fair on Empire Era, but it's not as black and white as something that I can explain very quickly right now on a podcast episode.
There's so many variables going into it. It's really conversation that we would need to have. But essentially what can premium pricing look like? What am I talking about when I'm talking about sort of high ticket pricing? Like typically the conversations we're having around, coaches who are in their first five years of business, we're typically having conversations about programs that are in the sort of.
1000 to 3000 us dollar range. Okay. For the first few years, and it might go up or down. And typically what will happen is that. You know your private coaching might be 3000 us and then you make it a group coaching program, but it's still 3000 us So you're making a lot more money for putting less time into the game so you can scale yourself out and scale your time out or you can keep putting your prices up from there Okay, so there are a lot of things going into it, but i'm typically talking about this kind of level Okay, so it might be like 999 for an eight week course with community access and four live group calls, or it might be 19.
99 for a 12 week group coaching program with weekly calls, community, and one 60 minute one to one intensive. Or it might be 2, 999 for a 12 week private coaching experience. You've got weekly calls, voice note access, and two intensive resume and cover letter reviews, for example. Okay, so we're talking about programs that are looking like this kind of letter.
We're not talking about charging 2, 000 for a resume course that's 15 minutes long. Of course we're not. Of course we're not.
Transformational Coaching Offers
We're talking about proper transformational programs that help people achieve a really desirable result. Okay? Now that result doesn't need to be like wild, like there are people charging 3, 000 to do a course on how to waterproof your shower.
Okay, so it doesn't need to be like, I'm not talking about noble prize winning concepts here. For me, the career glow up, it was still selling at 3, 500 USD. And it was like, figure out what you want to do for your next career move. Polish up your personal brand. And learn the skills to do the job search and interviews and salary negotiation.
Okay. So it's like that kind of level. So it's not just it's not something, it's more of a transformational journey. Now you can, again, it doesn't have to be that big either because you can also do a brilliant, just take the first part of that, like career clarity, find your career purpose, figure out what you want to do.
You could totally charge 2000. Just for that chunk, but the process is more in depth and it could be like quality. It could be like intensity, but whatever it is, it doesn't have to be many topics squashed into one is what I'm trying to say. It could be one topic done really well, but we're talking about something pretty intense because even finding your career purpose, you're going to do a lot of self identity work, raise your self awareness.
You're going to do mindset work, confidence work. You are going to dismantle old limiting beliefs, you're going to shift your identity there's a lot going into that, so it's like a transformational coaching program. I'm comparing this to being able to download download a list of 150 hooks that you can use for Instagram Reels that's not a transformational offer.
Transformational offer is when people Change the way they see themselves and or, put into place actions and experiences, or they establish new rituals or habits. They change their life changes in some way, and they achieve something. Even this example I just gave of the waterproof shower, I'm not putting that business idea down, that's brilliant, but.
It's this coach who, has a background in tiling and home renovation and teaches people how to build their own waterproof shower. That's actually really transformational because firstly, they have a very tangible outcome, but it's teaching women. To believe in themselves that they know how to renovate and do DIY and they can learn how to do things that they've been previously taught as like a man's world and they learn all of these life skills and it's that confidence and it's that identity shift like it's actually quite a big deal so that when they're able to pull this off and and retile and waterproof their own shower then who knows what's next like then they're unstoppable so like I'm not saying that's a brilliant idea but what I'm saying is that transformational coaching doesn't need to be like, You were at rock bottom confidence and now you're a keynote TED Talk speaker.
It doesn't have to be that. I'm just talking about it has to be taking people on a bit more of a journey than a basic I don't know, just series of informational videos or downloadables. Okay? So this is what we're talking about here.
Assessing Perceived Value
So we already know that you have a transformational coaching offer.
Okay. So how do you then, get to charge that level of money for something like that? How can you justify your value? Because at some point, honestly, like up to a certain limit, people will pay you whatever you think you're worth. If they want what you sell, like if they really want what you sell, as in they want the outcome of what you're selling, they want the result, and they've decided that they want to do it with you, if I told and I did this, I literally did this, if I told people that the Korea Glow Up was 1500 or 3500, they still purchased.
Up to a certain limit, people will pay you whatever you think you're worth. So how are you going to be able to justify that value and increase that perceived value? For me, value perception comes down to a formula that I've come up with myself, which is impact times odds times exclusivity times ROI.
The perceived impact times the perceived odds of success. Times the perceived exclusivity times the perceived return on investment. This is what will give you your perceived value. So what doesn't enhance perceived value is changing your program from seven weeks long to nine weeks long. People will not pay you because it's a bit longer.
Longer isn't more valuable. People actually want the results. So if you say to me oh, I've got this job search program, and it's 12 months long, and the outcome is that you're going to land a job, and then I speak to another coach, and they've got a job search program that's two months long, and the outcome is I'm going to land a job, if I don't have any feelings either way between you two as in who I'd like to work with most, It's actually more attractive to me at whatever price point at the same price point to go for the two month offer because I want the results sooner.
So don't get tricked into thinking that, you make your offer take as long as your offer needs to take. Obviously, you want to facilitate the transformation and deliver the results and the value, but making it, going from 8 weeks to 12 weeks doesn't justify a higher price point in and of itself.
It's also not telling people, oh, there are like 27 video modules and I've got 8 cheat sheets. People don't care how they get the result, they just want the result. And certainly doesn't increase any value perception if you spend hours slaving away making beautiful slide decks and like pretty visuals inside your course.
No one cares. No one cares. They want the result. They want the result. They want to take action. They want the accountability. They want the result. Okay.
Enhancing Value Perception
So when I'm speaking about perceived value, it's about the perceived value seeing through the eyes of your person of your ideal client who's about to invest.
Let me put it this way. Like I already know how to use Canva. I love using Canva. I use it for everything in my business. I use it for like website, but like I'm obsessed with Canva. And I've got a pretty good handle on it, I know what I'm doing. So I wouldn't pay for an offer helping me to build a Canva presentation, or build a sales page using Canva.
I just wouldn't, because I know how to do that, and I know how to use the templates and do it myself. But if my ideal client was a top tier executive, who was about to deliver a premium presentation to VP stakeholders, in order to land a deal worth multiple millions and give them like, the biggest promotion of their career.
But they weren't very technically savvy, but they really wanted they knew that what they had to say was good, but, like, how it was presented wasn't. Do you think that this person would be willing to pay for a 3, 000 done with you Canva presentation build out? Of course they would. I wouldn't even pay 30 for a Canva training.
I just wouldn't. But this person would pay 3, 000 to help develop a Canva presentation, for example. Why? Because we're different people with different needs. Okay, so the value perception is different towards different people. So you've got to think about your person and what is valuable to them. Not to you, not to me, to them.
So let me walk you through a self assessment. of perceived value for your offer. So let's start with the first value perception driver, which is impact, perceived impact. So there are a couple of things going in here, right? You've got the size of the problem. Is it a surface level problem, a very quick and easy to solve problem, or is it quite a severe problem?
Okay, is it weighing on this person's mind, is it keeping them up at night, is it making them anxious on Sundays, is it getting them down thinking about it, is it, does it have an impact on their life, is it a, quite a big problem like they're feeling sluggish and have no energy, like that's quite a big problem, or they don't like the way they look.
That's like quite a big problem. There's a big ripple effect on your life. A surface level problem is it doesn't, I want to get really clear on this. Your offer can be on a simple topic, but it's about the size of the problem. And what I mean by that is that again, someone who's on top of their household chores and their cleaning and that kind of thing wouldn't invest in a program around how to keep a clean and organized home.
But someone with ADHD who was really struggling and was hoarding and was like in denial about all the junk that's in their wardrobe and struggling with overwhelm would. OK, so it doesn't, it's not about the complexity. Of what you're selling. It's about the size of your person's problem. Does it feel like quite a big problem to them?
There's also the question around, do they have urgency to solve the problem? So there's a big difference between like nice to have investments into yourself, which I call vitamins versus must haves, which are painkillers, right? Painkillers stop the headache. Vitamins are like multivitamin for increased energy and wellbeing.
And you forget to take it and you take it every three days. And because it's it's not that tangible as an outcome, as a result on your life. It's like it's a nice to have in the system. So a nice to have vitamin might be something like self care for mumps. Whereas a must have, like a painkiller sort of urgency, like I need it now, I need the headache to stop now.
You can have tired mums who like are feeling run down and never making time for themselves and that's quite a severe problem. But the urgency to solve the problem is actually I'm able to keep surviving and I don't have time to implement a self care routine and I just, I'll just keep going while my, while my kid's young, it's normal.
It doesn't mean they have, they can have a big problem but have no urgency to solve it. Versus, okay, toxic workplace escape plan. It's urgent, it's now, they're in the toxic workplace right now, they want to get out. Okay, so you've got the size of the problem, you've got the urgency of the problem.
I want you to assess that. Can you enhance the size of the problem? Can you increase the urgency or make, or put it towards a more urgent state? Okay, so self care for mums generally, or self care for mums who are so burnt out that they're not parenting and they're not showing up at the mums they want to be right now.
Then, degree of transformation. Is it a shallow degree of transformation, like in terms of Will they change or will their life change forever? So a shallow degree of transformation might be like learn to tie a tie. You learn it once it's done and then you can do it again and all you know how to do now is tie a tie.
More profound or life changing transformation is like recover from divorce because that will build you up and give you tools and techniques to become more confident and not let other people determine your worth and all of these kinds of things like there's actually even though you're selling like recover from divorce like The person will change and it will actually have a positive ripple effect on a lot of areas of their life, whether you treat them directly or not it's quite life changing to do that kind of work.
It's quite life changing to figure out your career purpose, because you know how to look at your identity, your values, your strengths, your personality, and align situations to who you are. Like, it's quite a big deal. Quite a big degree of transformation. And the other lever I want to mention within the impact area is like, how specific and tangible is your outcome?
Because if you have an abstract outcome, like step into your power, like people can't perceive the value of that versus launch a podcast in the next 60 days. It's a lot easier for people to understand the impact of your offer on their life. Now let's talk about the odds or perceived chance of success.
So there are lots of different categories in here. The first one I want to mention is Access to you or support and implementation. So zero access, zero implementation support would be like a self study course or a digital product that's completely hands off. So you're Oh it's a bit risky.
Cause it's like, what if I get stuck? And what if I have questions? It's you have no support. So that's why you can have cheap self study products or very expensive coaching programs, and typically they hold exactly the same conversion rate because. Yes, more people could afford the digital product, but more people are skeptical that it's actually going to work.
So that diminishes the conversion rate for something cheaper. So when you think about increased implementation and access more to that medium to high level, that's like group coaching, or there's a community, or there's like a way to have their questions answered in some way, maybe it's a mastermind, or if you go to the extreme end, you've got like private coaching or done with you services or done for you services.
So that obviously dramatically increases the odds, the chance of success. So is there one piece of reassurance that you could give people, a community, some calls, some monthly Q& As, anything that could increase that perceived value? And honestly, if you're charging like high ticket prices, you should be in the.
Minimum like group coaching to private coaching, like mini mastermind world anyway, or done with you services, but you've got to make sure that the implementation and access is there for that psychological safety of I'm going to, I'm not going to get stuck all by myself. There's also increased, like increased chances of success or perception of odds of this actually working for people.
If they get any kind of like personalized reviews or custom feedback, so will you review their workbooks? Will you review their resume? Will you audit their content? Will you is there something that they will be able to have from you? And this is different to Q& A. Q& A is like community, coaching calls, that kind of stuff.
Reviews can be like, you could have a package where there's no community, there's no coaching calls. However, they can submit their resume, cover letter, and LinkedIn to you for review, for example. And make, just make sure they're on the right track. Have that reassurance. You've also got, of course, the number of success stories and testimonials that you have, the first testimonial and success story might've been yourself, but have you worked with friends? Have you worked with beta clients? Have you worked with a handful of clients? Have you worked with tens of clients? Have you worked with hundreds of clients? That will obviously increase. It's worked for other people too, so making sure that is clearly communicated as much as possible, however many stories you have, even if it's just your story, making sure that you tell that over and over again, it's worked for me, it's worked for me, it's worked for me, these are my results.
And then you've also got guarantees in here. So you can enhance value perception by being willing to add some kind of guarantee. So if there's a non existent guarantee, like no refunds, no questions, like just zero option to have a refund, then, that might affect this perception of like my chances of success, because what if it doesn't work for me and all that kind of stuff all the way through to on the end of the spectrum, you have like generous guarantees or what I like to do are like results based guarantees.
So it's like the extreme end would be, I guarantee your results, but I like to go like results or work ethic kind of guarantees, which is if you can prove to me, like you've completed the entire curriculum, you've implemented this, you are sending out like X amount of like career glow up quality job applications every week you are networking with X amount of people.
And you haven't had any interviews in a three month period, then you'll have continued access to the program or like whatever it is, right? So it's guarantees can also, with that reassurance as well.
The Role of Exclusivity and ROI
Exclusivity is a funny one because it's it's something that we can obviously. Enhance, but we also want to be making sure that this is working, it's designing our program and our business model and it's super aligned to how we want to like deliver things and how we want to market and that kind of thing.
Exclusivity can be as simple as like you being very clear and open about your custom methodology, your intellectual property, this is my signature framework. These are the three steps we follow, like being able to share. On the things that you do, the way you do it differently and share that as the expert, it can feel really exclusive because it's like, yeah, there are a million courses out there on how to grow on social media, but this is the one that has the.
Cult following signature trademarked framework. And we're going to do this and that. So using your methodology and your intellectual property can be really helpful for achieving the sense of exclusivity. It's the only program that does it this way. You can also have the sense of scarcity.
I only take on X amount of spots, X amount of clients, like it's sold out, it's waitlisted, it's closed for now. So if you only open it occasionally, like it's a business model decision, right? But if you only open it occasionally. Or when you do only take on X amount of clients per month, or you're already booked out until this month.
Like all of that kind of stuff helps as well. And everyone has limits. Okay. Because just say, for example, that you currently have zero clients. Ideally, you're going to want to sign five clients per month at 2k and it's a three month coaching program So you want to be making 10k months if you sell five spots per month?
They're gonna stay with you for three months, right? So then you're gonna sign another five and another five but what that actually means is that you have 15 clients on the go and you know that between 15 calls every week and 15 hours worth of XYZ and like client support Board or reviews and that kind of stuff, that might literally be your limit.
That's a lot. You've also, you're a business owner. You've gotta market, you've gotta do your finances, you've gotta do lots of stuff. Okay? So it would be completely honest and genuine to say there are only five spots because there are, because you literally can't take on more clients. So I will only be honest in my marketing, but you can also, if you think about it.
There are true things that you can say that you probably haven't even thought about. You're like, I've got no clients I'm screwed I'm like, I'll take anyone. No if you think about it, you can only really handle, say, 15 clients. That's just a random example. And you do just have five spots.
And if you're talking to someone about signing up this month, you have five spots for this month. It's about making sure that you are clear about those kind of things. Now, there's some other things that enhance exclusivity for example, if you have a particular expertise or you've had a particular experience, and that has a high barrier to entry.
And what I mean by this is one of my clients is a lawyer and thinking about starting a business around career coaching for lawyers that want to escape law. And so being a lawyer and being able to relate to other lawyers because you yourself are also a lawyer, like that's a really high barrier to entry.
This person has had to achieve a law degree, pass the bar like work as an attorney. And there aren't many people out there who can say that, do that, and be a career coach, right? It's exclusive in that if I'm a lawyer looking for a career coach I have this exclusive opportunity to work with a career coach who really gets it because they have this specific expertise, this specific life experience.
If you have expertise or life experience that is particular like that, that can really help as well. Okay, yeah, you could hire a career coach, but none of them have been attorneys like I have. So it's that's, that can also help a lot. So making sure you're really doubling down on the features of your personal brand that do make you different and do make you, and it might be like, I'm a business coach, but I'm a mom or I'm this, but I'm also this it can be really helpful.
Or I've failed in this way before, I've been at this rock bottom before those little things that you're sharing in your experiences and your life stories and that kind of thing where you're creating your content can be like the make or break to be like, I will not find another relationship coach who has also escaped an abusive relationship, for example.
Those kinds of things can be really important, okay? So it can help the experience and the offer feel more exclusive. And then there's also this element of shiny founder syndrome, which is really hard to control, but it does happen naturally over time.
Essentially, the longer you're in the game and the higher your audience gets, the more people just assume that you're a busy person and your time is valuable and it is very exclusive to work with you. And so that's something that, again, it may not be a lever that you can pull right now, but over time, just know there's Is this sort of shiny founder effect where like for right, rightly or wrongly, if I have a hundred thousand followers, like I started receiving like DMS being like, Hey, Rosie, instead of people being like, Hey, I've got a question for you or whatever, but Hey, Rosie, I'm, I know you're such a busy person, like da, and if I responded to them, they'll be like, Oh my gosh, I can't believe you replied as it's like not a celebrity effect, but it's almost like this Yeah.
Shiny founder, like respect thing. And so I was like, Oh, like you can work with me if you like, like we could do this and I could be your coach and they're like, Oh my gosh, how does it work? So there's also that, which also helps over time. And then the big one is ROI return on investment.
What is my return on investment? And I know that people really struggle with this, especially when they're not helping people make money or save money, for example. So let's talk about the different types. So of course you have the money conversation. Is there a tangible return in terms of money, right?
And you could have like money gains, like maybe you, if you learn how to negotiate your salary, you could learn to negotiate like a 5k raise. That would be completely possible for you. And you'll have the life skills to do it again and again. Or if it's about investing, maybe you will be able to, using my methodology, you'll be able to have 5, 000 in your share portfolio and over the next three years, or.
If it's about leadership skills, this will allow you to accelerate advancement, and it means that you could get three promotions in the next five years instead of just one or two. And when you are in leadership roles, that could mean an extra 10, 20, 30K. And it's not saying I will promise that, but it's saying think about the possibilities.
If you become a better leader, you have more visibility, you have better career opportunities. It can accelerate. Your career. What if you get promoted three times instead of just once in the next five years? How much more money could that add to your world? Okay, so you can also talk about like Realistic hypotheticals.
There are also of course like priceless gains like how much would you pay for a magic pill that gave you like a happy marriage or Your inner peace or like of course in all likelihood your coaching offer is priceless How much would you pay to feel? Happy and excited to go to work every day. How much would you pay to feel proud of yourself and confident like it like at some point?
We can't put a dollar value on it, but on this lever, we're talking about like quite tangible things So there's like potential money gains There are also potential money savings and almost any niche can come up with money savings Because you've got to think about the cost of alternatives what are they investing their time into or their money into because time is money, but their money into Trying to fix their symptoms, trying to fix their problems that isn't actually working for them.
If you help people get healthy skin off the back of what they're eating, and they're actually spending 100 a month on skincare products, you could cost that out. Okay? And what I would encourage you to do is think about all the alternative things they could do. They could they hire instead of doing your course, could they hire a one to one consultant?
Instead of learning how to write their own copy, could they hire a copywriter? Instead of learning to do their own content, could they hire a social media manager? Instead of learning how to eat better food for their skin, they might have these kinds of facials, and they might get Botox, and they might have these products.
I really want you to cost out what the alternatives could be. And I also want you to cost out the cost of inaction. What will it cost them to do nothing? Like, how much more pain will they endure? And it's if they don't heal their anxious attachment styles, they're gonna be spending money on shitty dating apps and bad dates, which might add up to a thousand dollars per year on dates that go nowhere and relationships that go nowhere.
Or like 5, 000 could be spent in health related costs trying to recover from burnout if they don't learn the system if nothing changes and they keep going on the same track that they're on. If they keep binge eating, or keep drinking, or keep shopping to fill the void. Is that two grand a year?
If they don't implement this business strategy, could they lose 10k in business revenue? Have they hired a VA when that wasn't the solution and they're paying 20 grand a year for that? And you know that if they could. Simply get better at tech and automate their systems. They wouldn't even need a VA thinking about it from this perspective can be really inspiring because that can really help you to say that most of the time there is money to be saved or gained in any niche.
And then time is money. So think about the time games and time savings as well. For example, time gains could be an extra four hours back every Sunday, no longer feeling anxious about Monday mornings because you hate your job so much. Or an extra 40 hours per week being poured into your business because you've made your first hire and you've got, so much of your life back.
Or you've got five extra hours per week to dedicate to your wellness, like gyms and walks and seeing friends because you have your energy back now. And so it's like this beautiful virtuous cycle. Or time savings could be like you could be saving that two hours per week you're currently spending in couples therapy or that 10 hours per month you're doom scrolling on social media and I'm going to help you recover from your social media addiction.
It could be anything, right? Stop spending five hours per week going to the gym when you hate going to the gym. Do this instead. Okay, so you've also got to think about that because time is money as well. And people know that. People know that time is their biggest asset and it's their biggest luxury.
So you can also frame it in that way. Now, this is just like a whole pricing offer design thing, but I did want to mention it as well, but you've got to also, with these lenses and thinking about the ROI and really thinking about the long term, the short term, medium term, and long term impact on doing this work and the potential impact and positive, emotional, mental being impact on these people's lives.
You can scope out and cost up the results of every major milestone of the program, the total program, you can cost out the value as well of every single individual course element. What are the bonuses worth, like with this kind of mentality and when you list it out and you price it out and you're like, gosh, how much would it be worth to design your dream business and know with confidence what your niche is and what would it be worth to have.
A fail proof content strategy based on marketing principles that are absolutely timeless and will help you to generate the next three to five years of your content. What would it be like being able to cost out the different aspects of your program and then also your time, like any support, any access they have to you being able to literally list it out and give a fair market rate value to those components.
You'll often see that the value, the actual value of your program, of course it's priceless, but is worth a lot more than you're actually charging for it. Something that's also really important when it comes to the return on investment is what will the person's sacrifice or discomfort or effort be that they have to put into this thing to get the results.
So that's also something that, cause that's a cost, right? Every program that someone enters has a cost as a financial cost. It has a, and a cost when it comes to effort, sacrifice, time, opportunity costs, because they're working on this thing right now. So is there any way that you can help them to see that it's not as extreme of an effort or sacrifice or discomfort as they think it might be?
So for example, like building a business is really hard, but I've designed the program in X, Y, and Z way so that it can be, it can happen in less time, or we just focus on these things. So we're not trying to do everything. We're trying to do these fewer things. Or is there anything that you can say that can help them see that it's not going to.
Such effort and sacrifice as they may fear right and then again the return on investment it's get emotional with a paint a picture of what the future can look like both tangibly and intangibly like how will it feel to be waking up as them one year from now five years from now. And can you also communicate the wins they'll have along the way so that the perception of how long it's going to take to get results is decreased, right?
So if I say to you come and join the Empire area, but it's going to take 6 months or 12 months depending on which option you choose. A lot of people are like, wow, that's really far away. It's really hard to envision. Whereas if I said you'll have like in your first month, you'll have your niche and month two, you're going to have your first beta clients a month.
Like when you can break down also the time to results that helps hugely as well, because it shows that the return on investment builds. So yes, you want to sell the big dream and the vision state and what's coming at the end of all of this. But don't forget to sell what happens along the way as well.
Final Thoughts and Next Steps
Now, I could speak to this topic for hours. As proven in Empire Era, I have the most comprehensive, incredible modules around designing your offer, pricing your offer increasing that value stack, bonuses but I know, literally because the videos are sitting there, That this is a conversation that is many hours long, and it's a very nuanced conversation.
So rather than trying to water down such an important topic, I'm going to give you this and stop here, because this is already massive to implement. Okay, so I want you to go and think about all of these things really cost out time savings. Time gains, financial savings, financial gains, and all of the factors and the spectrums that I've shared with you around increasing value perception, okay?
Can you decrease perceived effort? Can you increase perceived the tangibility of the outcome? There are so many things that you can do to enhance this whole experience. Your bonuses can be incredibly strategic, like big objections your person has, for example but, this won't work with me because X, Y, Z, boom, make a bonus around it there are so many things that you can do to make this offer come across as a valuable, no brainer investment, whether it's a thousand, two thousand, three thousand, people are just like, yep, the value is so clear to me I get it.
I get why that's the price. So in order for people to buy from you, they have to want what you're selling and then also wanted to do it with you. So don't forget to be so strong in your brand presence and your content around your big fucking deal, personal brand. What's the movement you're on? What are the values behind your offer?
What have you been through? What gives you the authority to be leading this offer? What's the vibe? What's the way that you do it? What's the feeling of your community? All of that stuff matters as well. It's not just what they want to do, it's that they want to do it with you too. So as a bonus tip, make sure that you're infusing that when you're talking about your offer, because people make emotional purchasing decisions.
They want to do it with you and do it your way. And this is where you can go from being fairly priced or like cheap to premium pricing because it is exceptional to do it with you. And they want to do it because they have a personal connection with you and it has a values aligned community. And you get to a point where people just really and respect you.
And they'll pretty much buy whatever you sell. You're going to have these raving fans when you do personal branding, right? Okay. So don't forget that element as well.
Stay Connected and Keep Building
As always, I hope that this has been a very strategic, important, perspective shifting conversation on your journey to building your dream coaching course business into the multiple six figures and beyond.
I'm so happy to be here with you, helping you to do the thing. As always, you can send me any questions or any comments, remarks, like I love to hear from you over on Instagram, at BadassEmpires underscore. And until the next episode, stay badass, rain on, and keep doing what you do best, which is building your empire.
