Audio Transcription

Welcome back to the Branding Through Books podcast. Where in today’s episode, we’re going to be talking about actually turning your non-fiction book into a high ticket offer. If you’re a non-fiction author, you’ve written a book to teach something to someone. Oftentimes non-fiction authors have the idea to turn their book into a high ticket offer but don’t know how to do so. This episode will help you turn your book into a high ticket offer that can help bring more stability to your brand and business. So let’s get into it.

 What exactly is a high ticket offer? Let’s get the obvious out the way and define high ticket. This can look different for every entrepreneur, both in terms of price and the actual offer. Common high ticket offers include coaching, consulting, courses, masterminds, retreats, VIP days, physical products, software, or done with you and done for you services. The pricing for everybody is going to be different in the term high ticket applies to any service or product that is sold for over a thousand dollars.

Actually, a thousand dollars is still in the low end for most of the offers that I mentioned. For instance, some mastermind groups are well into the five-figure range. In my personal opinion, my definition is anything $5,000 or above. Once again, this definition is going to be different for different businesses. The price of your offer is going to depend on a lot of things, like whether or not you’re marketing to the B2B or business to business sector or to the B2C, which is business to consumer sector.

For example, if you wrote the ultimate guide to dog walking and your end customer was dog owners. You’re likely not going to be able to charge as much for your course on training dogs on leash training. If your business was on the B2B side and your business targeted pet store owners. So you could host in-store workshops. You’d be able to charge much higher fees.

So let’s get into choosing your high ticket offer. Determining what your high ticket offer depends on a few factors. Your personality type, experience, and resources mainly. An introvert may not like hosting retreats where they will be actively engaged with people for a long period of time. Solopreneurs are limited to delivering all the services or products for high-end offer themselves, and they may not be able to handle projects with many moving parts.

You have to determine what is best for your business and the end goal you have in mind for both your business and yourself. Do you want to have a business that involves you delivering all the products or services yourself? Do you want to have the freedom to work when and where you want? Do you only want to work a few days a month doing VIP days for clients? And vision your life one year from now, if that sounds too soon in the future, try three years. Where do you see yourself and the type of business you’ve created for yourself? Make sure the high ticket program you choose aligns with your future goals.

So let’s move on to your book. We also have to take into consideration the type of book that can lead readers into your high ticket program. There are certain features a book needs to have in order to do this with the least resistance possible. Your book needs to send readers into buyers of your supplemental products and services related to your high ticket offer through this Ascension model. Readers can jump from book buyer directly into a high ticket program, but it’s not likely and may take more time. We’ll get into supplemental products for your high ticket offer a little bit later on in the podcast.

Okay. So the Ascension model is based on your book, creating a problem that the reader now needs to be solved after reading it. For example, in Write a Book, Build a Brand, readers may want to quickly implement the method for their own business but don’t know how to put all the pieces together. My book has caused the problem; people want to be able to achieve what they’ve learned in the book faster with less hassle and fewer mistakes made along the way.

Here are the features your book needs to lead people into your high ticket offers. One, it needs to be non-fiction, of course. Two, it teaches your complete signature method, framework, or system. And three, it leaves the reader with a new problem after finishing your book. That’s it. It’s not as complicated as some people try to make it.

Now let’s go over the features a little bit more in detail. Obviously, your book needs to be non-fiction because we are selling reality and not fantasy here. Second, it teaches your complete signature method, framework, or system. This is a biggie, and in my opinion, the most important component of turning a book into a high ticket program. People who buy your book look to have a particular problem solved after reading your book. If your book doesn’t solve that problem, they won’t be very happy with you and are less likely to purchase anything from you in the future.

An example of a book that doesn’t solve a problem is one that gives partial information, and then at the end, the author pitches their course that has all of the information that the reader thought that they would get in the book. This is a common technique I’ve seen used over the years in books, webinars, and other pieces of training.

This is a slimy and sleazy technique that some marketer came up with to trick people into purchasing the more expensive offer. I don’t condone this type of marketing at all. If you’ve read, Write a Book, Build a Brand you’d know that I’m an advocate of giving it all the way in terms of my systems and knowledge. Some people may take offense to this method and be scared of someone stealing their process, but there are many reasons to be upfront and providing knowledge to your readers.

First off, there’s really nothing new under the sun. You may approach things in a unique manner, but you yourself learn that technique framework or system from other people, no? Secondly, I believe that when you give it all away, it makes people more inclined to purchase more from you. Here’s a great example. I read recently in the book, Five Figures Funnels by Michael Killen, he has the same beliefs as myself and mentioned that famous cooks write cookbooks all the time, but who in the right mind is going to say, “I’m not going to visit chef Ramsey’s restaurant because I have his cookbook and I know how to cook like him already.” Absolutely no one. Thirdly, we all experience this world in different ways. Even if someone did carry out everything step-by-step, they likely wouldn’t get the same results as you because they have different perspectives, tools, life experiences, and determination. When you give out half-ass information, don’t expect people to come to you for the full picture.

Lastly, leaving the reader with a new problem after finishing your book. Your book needs to create a problem after people have read your book. Let’s not confuse this with not having complete information; there is a difference. The problem your book needs to leave someone with is the need to implement your method faster with less effort or with fewer mistakes.

Just like high ticket offers, there are many supplemental products you can offer in order to solve the problems of your readers. The one caveat, a supplemental offers, is that you don’t want to cannibalize any of your offers, including your book in your high ticket offer. For example, you wouldn’t want to have a course teaching the exact same things you covered in your book. People who end up buying your book and course will likely ask for refunds on either of the products because they cover the exact same material in different formats.

So let’s move on to supplemental products to supplement your book. I briefly made reference to supplemental products early on the podcast. So I’m going to elaborate a bit more here. It’s hard to make the leap from a $27 product immediately to a $5,000 plus product. It’s possible. But not without a long turnaround time.

When you offer supplemental products that further help your readers, you’re demonstrating your expertise on another level besides your book. This intern instills more trust in you and that you know what you’re doing. This trust leads to people buying your high ticket program because they know, like, and trust you, more than just an author of a book. The supplemental products that you can use to ascend people up into your value ladder include, but aren’t limited to, courses, software, templates, guides, supplements, pretty much anything that you can think of that can be used as a supplemental product to include in your funnel, as long as you are sending book buyers up your ladder into your high ticket program.

I hope this podcast episode has given you some ideas on how to turn your non-fiction book into a high-ticket program and the components needed to do so.

Stay tuned to the branding through books podcasts for more information on how to bring more stability to your brand and business through a book.

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