Why I’ll happily talk about the price of HTE without hiding behind a sales call

I don’t mind talking about it at all.

It’s not a secret.

$6k for 16 weeks isn’t that big of an investment considering it’s not the most expensive thing I have to offer, or have ever sold (by a long, long, long shot).

And while I’m clearly biased…

It pales in comparison to value of what you get inside.

Just in terms of simple, straightforward ROI, my current student of email and copy 5x’d her investment in 4 weeks flat. So it’s kind of like stumbling upon a vending machine where you put 1 dollar in and it spits out 5.

A clear, straight forward benefit from someone on the inside no doubt…

But money is often the least of people’s concerns when it comes to talking about price. What’s looming larger on their minds is often, “Will this solution really solve my problem in a way that’s different and desirable to everything else I’ve tried so far?”

Which to be clear…

If everything you’ve tried so far was getting you the results you desire, you wouldn’t be in the market for new solutions now would you?

You wouldn’t be entertaining new ideas at all…

You’d be too busy doubling down on everything that is working so you can serve more people, in less time, for more money, and use that extra free time and money to:

Book your flight for that trip to Peru, sign a lease on your new home in Sedona, think of new ways to delight your clients and grow you business in a way that makes you feel excited to wake up each day, and spend more time making memories with your spouse and kids, going to the park, to Disneyland, and more…

There’s tons of things you could be doing with your time if everything was going your way right?

So when we talk about price, we also need to think about things in terms of cost…

With your new launch coming up, if you’re not sure your emails are even hitting the inbox anymore, what does that cost?

Well, if no one sees it, no one buys…

And too many people have handed me their email lists over the past 2 years and said, “I don’t know what’s wrong, people aren’t responding…” but their emails are just sitting ending up in the spam folder.

So that’s one way to think about it in terms of cost.

Another way to think about it is that the cost to acquire new customers up front is one of the most expensive parts of your business.

Many business models even pay good money up front to get a new customer in the door, and don’t end up making any profit from said customer unless they renew, continue on, or otherwise buy something else later.

Which is a trap for a lot of coaching types, because that up front cost can get really expensive really fast.

Like the million-dollar coaching agency who relied on paid ads alone to acquire high-ticket customers up front, with no nurture, and no back-end business model to speak of.

Was it profitable?

If it was, me thinks they’d still be trucking along right now instead of taking a hiatus.

But that’s what happens when you’re spending $50k / month on ads and they stop working all of a sudden. And yet the solution was simple… collect emails, send emails, build relationships, and have an evergreen supply of new customers when you need them.

But ultimately, you wouldn’t need them as often you thought…

Because when your people come to you through email, they’ve already had a chance to check you out from a safe distance and determine whether or not they’re a good fit for what you have to offer. They have an opportunity to self-select. And it doesn’t have to take long.

Sometimes it does…

Sometimes it takes years for people to be in the right place.

But the people who are ready now, will decide now, and they’ll have a frame of reference, they’ll be ready to listen, they’ll be more coachable. This is where, in all my various coaching endeavors, mine and writing for other coaches, people who come through email first are always the “all-star students”.

People who come direct from ads or even DMs are often making impulsive decisions.

Not to say those paths don’t work or that you shouldn’t use them. But there’s a reason that daily emails absolutely dominate all other means of creating clients in coaching.

Anyway, all to say that the reason I don’t mind talking about the price of High Ticket Emails up front is because I know that the cost of not taking any action all far exceeds the price of entry.

Reminder that all applications are due before 11:59pm EST on Sunday.

Here’s the link:

https://kevinhood.me/high-ticket-emails

Your pal,

Kevin Hood