The other day, a client told me they’re unable to sell their new high-ticket offer because there’s not enough demand… 🤔
They believe demand is the issue because not enough of their current customers seem interested in the new offer.
Sounds perfectly rational, right?
There’s just one problem with that perspective:
Lead intent matters
You are in control of the kind of audience you attract into your funnel.
Your ads, landing page, and presentation attract a certain type of person, and the ad algorithm works around the clock to find people who resonate with your message.
If your content speaks to the middle class, you’ll attract average-income clients and repel wealthy ones.
If you speak exclusively to wealthy people, that’s who you will attract – while repelling the middle class.
There is always a trade-off because different people have different goals, pain points, and priorities at different stages of life; you can’t have them all.
(And it’s not always related to income either.)
In our client’s case, they have a large customer base consisting of average working professionals because that’s exactly who they speak to throughout their entire funnel.
That’s the audience we’ve been targeting for years because all their offers are built for working professionals…
And now, they want to sell a much higher-ticket offer to executives, but their customers don’t fit the criteria for the offer – even though the value proposition is solid and there is a big market for that type of service.
Do you see the disconnect?
To sell that new offer, they need to attract an entirely different audience within the same niche.
So their best option now is to launch a new funnel speaking exclusively to executives rather than trying to ascend current customers.
Or they can continue serving their current market and sell them more lower-ticket stuff.
Here’s the key takeaway
I’m a huge proponent of reverse-engineering your highest-ticket backend offer when building your front-end offers, funnel, and ads.
If your end goal is to sell a super high-ticket service, don’t bother trying to sell anything to anyone who can’t eventually buy that end offer – or else you’ll end up with the wrong customer base.
Of course, our goals, visions, and preferences tend to evolve. Sometimes, going upmarket is the natural move in your business’ growth.
In that case, you gotta do what you gotta do – relaunch and get on the right track ASAP. 🤷🏻♂️
Never forget:
You decide who to attract into your funnel – people don’t just arbitrarily “choose” you. Always consider your end goal, and be strategic from the start.
In advertising, we call this intent optimization, and it’s key to scaling paid ads aggressively and profitably.
– Vlad
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