How often to use CTAs if you have a low-ticket offer

Emily G. replied to yesterday’s email about why you should “make less offers” to ask a question.

And I’m going to copy & paste the full email at the bottom of this email in case you missed it:

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Ed - i LOVE your content.

The newsletters are super helpful and I read every single one of them.

Question: do you think this is also applicable for B2C? If not, are there any pivots?

thank you!

In Joy,

Emily

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So here’s what I wrote back to her:

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Thank you Emily!

It’s the exact same for B2C as well.

The goal is to create desire with pain points and benefits, show them this attempt to solve their problem is going to be different with solution slinging, and build enough curiosity to get them to reach out.

Keep the questions coming!

And thanks for reading.

Ed

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The big nuance really, isn’t the market you serve.

B2C

B2B

B2E

Biz opp

Health & wellness

etc.

It’s the price point of what you sell.

If you sell low-ticket offers, I suggest you use more CTAs.

If you sell high-ticket offers, I suggest you use less CTAs.

Here’s why:

With low ticket…

You need higher volume to make up for the margins (aka sell more units to make up for the lower price).

And because a low-dollar offer is a much lower “ask” you can get away with asking for it more frequently.

Especially if it’s at the impulse buy level which is <$100.

So each “ask” feels less burdensome.

AND, unlike high-ticket, which has a longer sales cycle (since people need to build up a high level of desire, urgency, and relationship)…

You don’t need much of those if you sell a <$100 offer.

Ed Reay

P.S. If you’ve been “making more offers” but have seen a steady decline in sales and interest and engagement…

Here’s 4 reasons why and what to do instead:

1. You’ve tapped out your “ready to buy now” audience

This sucks.

Hard.

Because what most people don’t realize is that unless you’re doing paid ads or something to continuously flush your audience with new eyeballs…

You’re gonna run dry.

And the “buy my shit!” gets tiring to those who aren’t ready to do it.

What you need instead is to educate your audience over time to buy into you and what you do so they become part of the “ready to buy now” one day.

Like a hot prospect conveyor belt!

The problem is most people don’t keep the conveyor belt moving by creating educational content.

They just take the handful of hot prospects off the end of the conveyor belt and go “where did all my hot prospects go!!??”

Then have to launch a NEW offer or be forced into ads.

2. It turns off sophisticated and skeptical clients

People get turned off by all the constant pitching.

It’s like the “friend” who only messages you when they need something.

Repulsive.

NOTE:

If you’re selling low ticket to your email list with multiple offers it’s kinda yea whatever to sell every day because it’s a small ask compared to high ticket and the sales cycle is much faster.

3. If you just sell offers there’s little room for differentiation

You tell people you’ll make them $10K/mo in the next 90 days.

Your competitor says the same.

How do you stand out?

You get people sold on your solution (aka the new and different way to get people results) instead of on your offer.

While your competitors compete on claims…

You’re not even in the same category as them because prospects get sold on your solution then DM you for details about your offer.

They might not even know what you sell!

But the intent and intrigue from the market doesn’t lie.

4. If people know what you sell, they don’t have a chance to be sold

This one is gonna be controversial.

If people already know your program details, the offer structure, etc…

They might disqualify themselves before they get a chance to be sold or even reach out.

So they won’t ever DM you.

Instead if you keep the details of your offer hidden or mysterious…

People HAVE to DM you.

I get this all the time.

“Hey man I need some messaging help to dial in my content and get some better clients. Can you help me with that? What does it look like to work with you?”

Then I can ask the right questions and guide them to the right offer for them.

So instead of self-sorting which offer for them to buy which indirectly allows them to opt out of the sales process…

They tell me their problems and I tell them what to buy.

Works better for everyone and increases inbound lead flow significantly.

So making more offers ain’t gonna be the move for you, son.

Stand out.

Get more leads.

Make less offers.

Sling more solutions.

Ed “Make LESS Offers” Reay

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