Mastering the Art of Low-Cost Offers That Convert
What's this episode of the lionhearted ceo podcast about?
Are you ready to sprinkle some magic on your business with a low-cost offer that your audience will gobble up faster than the last biscuit in the tin? In this episode, we're diving into the delicious world of low-cost offers that pack a serious punch!
Here's what I'm sharing:
What exactly is a 'low-cost' offer (and why £7, £9, and £27 are your new lucky numbers)
The crucial difference between 'low-cost' and 'low-value' (and how to avoid this common pitfall)
Where to find inspiration for your next irresistible offer (hint: it's not just about what you think they need!)
My recipe for creating a customer journey that sells your offer on autopilot
You'll learn how to whip up a low-cost offer that's as tempting as a freshly baked scone and as valuable as your gran's secret recipe. Whether you're just starting out or looking to add some extra flavour to your existing menu of services, this episode will give you the confidence to create offers that fly off the shelves.
Ready to turn your low-cost offer from bland to grand? Pop the kettle on, grab your favourite biscuits, and let's get cooking!
Fancy turning your business into a sales-generating machine that purrs along even when you're lounging by the pool? Keep your eyes peeled for my upcoming mastermind launch in September!
Hi! I’m your host Sophie Griffiths, a Meta ads expert and business growth strategist.
The LionHearted CEO podcast is designed for impatiently ambitious women who are ready to scale and often juggling motherhood alongside their thriving online businesses in coaching, course creation, or service-based business.
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Read the transcript:
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
[00:00:00] Hello and a big welcome to Lionhearted CEO, the podcast for unapologetically, impatiently ambitious women who know they want to stop being the bottleneck in their business and become the Lionhearted CEO they know they are meant to be. I'm Sophie Griffiths, a tea enthusiast, marketing and Metis ad specialist and firm believer.
The chocolate should never be kept in the fridge. Join me every Tuesday and Thursday for bold, imperfect, fun approach to marketing and scaling your business without burning out every few months. We'll dive into practical strategies and have inspirational conversations that will support you to create a thriving, sustainable business that brings you joy as well as financial freedom.
Okay, let's jump in.
Hello and welcome to this week's episode. So today we are talking all about . What makes a successful low ticket offer? Now, this is something I'm talking about a lot at the moment. I'm expanding my own [00:01:00] range of low ticket offers.
And it's something I'm doing a lot with my clients. So I thought today we could talk about
what exactly is a low-cost offer. Low cost versus low value. And what the difference is. Where to get inspiration for your low cost offer. How to set up a system to actually ensure that itself. Let's jump straight in. So what is a local stuffer? now this is going to vary depending on your audience.
What is low cost to your audience?
Partly it relates to value. And partly it relates to who that audience is and how much they're willing to spend on the problem that they have.
Typically speaking, what I see is when a business is selling to a consumer. Generally with the clients I work with often we're selling to parents and families.
The low cost offer has to be incredibly compelling for them to spend money on them.
There's a much more of a reluctance. I found to spend money as a consumer. For example. If you are a parent who is really struggling with sleep, You can be really, really chronically sleep deprived over many, [00:02:00] many months, and still really struggled to pay 350 pounds for one-to-one sleep cage. I've worked with many, many sleep coaches.
And this is something that really comes up that reluctance. Because there's always at all. Maybe it might start, he might just start sleeping. Maybe it's just in a growth, but , I don't want to spend the money because it feels like I'm not a hundred percent sure I'm going to get the result. However for a business, let's say for me, for an opportunity to work with someone, one to one for 350 pounds. That would be incredibly low cost to me because typically I'm used to spending a lot more money than that.
Working with someone one-to-one. So you've definitely got to take that into account. However, why would say is with low cost offers that you want to sell to people who've only just come into your world. The ones that work the best typically tend to be nine pounds, 11 pounds. Like 27 pounds sometimes can be fine. And depending on your audience,. But if you could make it a price that doesn't even require people to double-check to think about it, to really wonder if it's worth it or not. That's going to be your sweet spot.
Even if your business is [00:03:00] aimed at people like me, who are used to spending more for support in their business and knowing that I'm going to get a return on it. If you can make it low enough, I can just say, oh, yeah, definitely by that, that doesn't even make me think then that's going to be ideal.
So when I'm talking about a low cost offer, I'm talking about anything probably under 50 pounds, generally tend to use the sevens and the nines seven pounds, nine pounds. 27 pounds, 29 pounds, as long as it's under the 49 pound mark, I think we can count it as low cost.
Once it goes over that, I think it's then harder to justify that as a. Impulse buy. And you need to do a little bit more work, and that becomes more of like your mid ticket offer. The next thing I want to talk about is low cost versus low value. Now, what I often see is when people create a low-cost offer, they think, well, if it's only going to be seven pounds or nine pounds, Then, I'm just going to do this checklist or basically it's kind of a little bit of a pimped up lead magnet. However, when people are paying for something, their mindset changes. And what we really want to do is give them something that they [00:04:00] want. Not something you want to create, and this is really important.
So when you are thinking of your low cost offer, You might think, oh, I know what people need. They need to optimize their bio. They need to make a meal plan. However, if that's not what they want right now, , if that's not what they are really interested in, then they're not going to buy it.
Even though, you know, it's what they need. They're not going to buy it. If it's not what they want, actually, maybe they don't want to improve their Instagram bio or a meal plan. Maybe what they actually want is 10 social media templates with a caption structure. That they can easily use for sales posts or maybe what they want is not just a meal plan structure they can fill in. So like a template, maybe they actually want you to give them a meal plan for the next four weeks. . So what I have found the key for the low cost offers is, is that they are genuinely useful and save the person time and money.
And that is how you get. High value, [00:05:00] low cost offer. Versus the low cost, low valley, which is where you just put something out there that either you think they should have. Or that you've just kind of got hanging around. Do you think, oh yeah, that's a checklist. You know, it's only seven pounds, only nine pounds.
I'm not going to give away laser value. At this point, it's a huge opportunity for you to build trust with someone who's just come into your world. And if you can give them a great result, it only has to be a really micro cell, a very specific thing. It doesn't have to be a huge transformation. The trust you're going to build for them to then move onto your next offer is going to be huge.
So that's what you really want to focus on. How can I create low cost high value offer that is genuinely useful to people is what they want. And generally speaking, we'll save them time and money. Where do we get inspiration for these offers? Like, how do we know what people want? The first thing really is you could ask your ideal clients. You can ask them on Instagram or email, what would be the most helpful thing I could create for you right [00:06:00] now. Another way of doing it would be going on to Etsy.
There's a lot of downloadables are sold on Etsy. Pinterest is another place. You could have a look as well. Also, if you start. Googling your niche. I'm getting quite specific with your search terms. And then when you go back onto Facebook and Instagram, it will start serving you ads from those people and people like it. . So if you want to know what other people are doing as their low-cost offer. You will start getting served ads. The more you interact with those ads, the more ads you will see like him.
So it's a little bit of fun and games over a few days where you'll start to really see
what other people in your niche are offering? I'm not saying you should copy them. I'm not saying you should do exactly what they're doing, but what you will start to see is probably some themes. And that might inspire you, I think. Oh yeah. Okay. I really like that idea, but for my niche, it will be slightly different.
Or for mining. I'm actually going to do it this way. If you have your own framework and way of working with your clients and you can apply it to that.
So at this point, you understand what your low cost offer is. You are ready to [00:07:00] create something that's low cost, but high value and genuinely useful. And what your ideal client wants. You've got some inspiration from. Etsy Google. Facebook's going to give you some nice ads. Pinterest. So you've got some thoughts. The next thing I want you to do is think about how it fits with your lead magnet.
So in an ideal world, your lead magnet and your low-cost offer
she'd go together like apple and cheese. Now I just realized, I thought I said that. I didn't know if other people like apple and cheese to me, apple and cheese is like the best combo. They go together really, really well hand in hand, let's say and a really good test way of knowing if they go together really, really well. Is in your lead magnet, you should be able to at least at two or three points through your lead, Mike Knapp. Link to your low-cost offer and it should be really logical and makes sense.
So, for example, let's say you had a lead magnet.
That was,
five ways to feel healthier as you go into menopause. And then your low-cost offer. It was maybe a meal plan to increase your protein for the next month. [00:08:00] That would be really nice. So I would imagine within those five ways, you're going to be talking about nutrition at least once or twice.
So you'd really easily have, let's see, you have a section in the five ways. It's something about increasing your protein. You'd explain it, get the value. And then he'd say. If you want unsure how you might increase your protein or you want some inspiration, click here to get my free, 30 day meal plan to increase your protein so the more they are relevant and related the better I'd absolutely recommend embedding the link within that.
The lead magnet And scattering it through. Multiple times don't wait, or the final page of the lead magnet to then tell people about your low-cost offer. Absolutely reference it throughout.
And then leading on very nicely from that, how can we increase sales? first of all, absolutely embedded in the lead magnet. Second of all, we're really gonna want to look at those emails that you're sending straight after someone signs up for your lead magnet. That should be really, really focused on your low cost offer and getting them to buy into him. but in an ideal world, you'd also have like an upsale [00:09:00] and then potentially you're leading them onto your mid ticket offer. So ideally we want a little pathways for them to follow, but just talking about your local stuff, we want to mention it in at least two or three emails. We want to make sure it's embedded in the lead magnet.
And we want to be talking about on our organic social relatively frequently. Ideally we'd have a pin post at the top of your Instagram, some stories about it and your highlights. We really want to make sure that people are clear were and how they can buy it.
And then ads. This is everyone's question. Should I use ads to sell my low-cost offer ? Now you absolutely can. But my thoughts around this are initially get that customer journey set up. . So your lead magnet embedded with the low-cost offer into your emails. And then your organic social media.
And start to sell it. See if you can sell it organically because your ideal clients are already there. You're bringing people in. You've got your lead ads running. test it out. If people are not buying it. Then that's when you need to start to think about is the sales page really selling it?
Have I actually chosen something that people really want or is this really what I think they [00:10:00] should have? Does it make sense? Coming started to get some sales. So once you're at that point and you're like, yeah, okay. I'm starting to get some sales. I just want to get more people. Then you could run some ads.
I would potentially start with retargeting ads. Which are ads that go to your current audience. So your email list, people you've got on your website, people who are following you on social media, all that sort of stuff we're going to start to serve them, the ads for this low cost offer.
Because again, if they are your ideal clients, they should be jumping into this offer. And then finally, once you feel like you're a really good point, you've tested everything . Then I would run ads to a cold audience. Now, if you're running ads to a cold audience, just be warned.
Something that trips people up a lot here is that they do really well were they a warm audience? People buy it and they think, yes, this is amazing. Then they start to sell it to their cold audience. And they're like, why are people not buying it cold? First of all it could be that your messaging isn't quite right.
And are people in your world already know what you offer. They have trust in you and maybe your messaging isn't quite spot on, but they can bridge that gap. They can take that leap and be like, [00:11:00] oh yeah, I know what she's talking about. I trust her. I understand how this links to what she offers. People who are cold.
Who've never heard of, you won't have that benefit. Secondly, it could be that your sales page. Isn't good enough for a cold audience. Now, a sales piece does have to be pretty compelling. For a cold audience, because you're asking people to go from seeing a post. To buying from you straight away even if it's any seven or nine pounds.
It's a much bigger job to get someone to buy from you than it is to get them to sign up to your lead magnet. So you need to make sure that sales page is incredibly compelling, really speaks to your ideal client and really sells that offer as
exactly what they need to solve that micro problem.
And then finally, the last thing I want to say is that as well as selling and promoting this low-cost offer in your organic, I would also think about how are you building trust and authority to your cold audience when they come and have a quick look at your profile.
If someone sees your ad, whether it's for a lead magnet offer to buy your low-cost offer, if they quickly check out your profile, we want them to be blown away by how perfect [00:12:00] you are for them. They want to feel like they've come home. Like you are the savior to their problem, whether it's a tiny niche problem or solving their entire life's problems. We want them to think, oh my God, they get it.
They absolutely get it. And one of the key ways of doing that is going to be creating content that really speaks to this cold audience. Being really clear on what problems you solve for them. You'd be really surprised. Go and have a look at your grid. I've done other episodes on this as well, which you can go back and have a look at. My nine post challenge. One was a really popular episode where I really challenge people to go and have a look at the content you're creating. Is it mostly about you? And it's a really, really easy mistake to make, and you might think no. I'm talking to my clients all the time.
Why would I create content about myself? If you go and have a look at it, a lot of it is not content that someone who's totally new to you would go onto a grid and be like, oh my God. Yes. That's the exact question I had. Oh my God. I need the answer to that. That's exactly what I'm looking for.
So just make sure that your content really speaks to [00:13:00] people who I've never heard of you before and make sure that you're really clear that you're answering their questions. And that you are the person to help themselves their pain point. . Because if you don't have that. You're not going to build the trust and authority, no matter what your low cost offers, no matter what your sales page does.
If your socials are not talking to your cold audience. It's just going to make the job a little bit harder undermine what you're doing everywhere else. So in summary. A low-cost offer. We're looking at something under 50 pounds, probably around , maybe between the seven and 11 pound mark.
We want to create something that is low cost, but high value and genuinely useful and saves people time and money. We can look for inspiration on Etsy, Pinterest. You can ask your audience, you can Google your niche and Facebook will serve you ads so that you can see what other people are offering as well. It needs to be so tied in to your lead magnet that within the lead magnet, you can link to it.
And it makes total sense. And then the way you're going to sell it is yet embedded in that lead magnet. [00:14:00] Organically point everybody to it. When they come into your world. Make sure your messaging is on point, test it organically and then run ads first to a warm audience and then to a cold audience, and then make sure your social media is talking to a cold audience, not just a warm audience. Hope that has helped.
I love talking about low-cost offers and it's something that we are going to be doing a lot of work on in my lion hearted CEO mastermind it's for women who are looking to create an ads powered business. Where they can create funnels like this with low cost offers and upsells and mid ticket offers. That run in the background using ads
and their organic content while they focus on the things that they love, like working with their one-to-one clients, writing books, speaking on stages, creating podcasts, creating everything they need. So they can create a business that isn't just possible to scale, but it's inevitable.
So if that sounds like it's of interest to you, then make sure you sign up to the wait list. I'm opening applications in September
and the wait list will be getting some very [00:15:00] special bonuses and early access to a reduced investment as well. So I hope that's been helpful as always come over to Instagram. Let me know. You've listened . And ask me any questions you've got and I will speak to you next week.
Thank you so much for listening today. Before you go, if this episode struck record with you, I'd be over the moon. If you could take a moment to rate, subscribe, and leave a review, your words not only brighten up my day, but they are also the magic that helps others discover this lion hearted community.
Again, thank you so much and I will see you next week.
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