People pay to solve urgent problems, not for nice-to-haves. In high-ticket coaching, your offer must fix something that costs them time, energy, money, or confidence. If it's optional, they'll pick a cheaper alternative instead.
Chapters
People are always buying their way out of something, not into something. Think about all of the problems that you have paid to solve in your life. Think about money that you have spent recently, what problems did it solve for you? So it has to cost them something. Time, energy, money, confidence, relationships. It's impacting their life in some negative way and they're going to buy their way out of it. That's what's going to happen. So will they urgently and eagerly pay you for this or is it going to be a nice to have or an addition to their life? This is the question you need to ask to pass the high ticket test. Because if it's going to be a nice to have or in addition to their life, they're probably just going to go, I don't know, buy a mini course on it, brush it under the rug for a few years, talk to their friend about it, maybe they will go find a therapist. However, if this is a pressing problem for them and they need it solved immediately, and they're going to urgently and eagerly pay you to buy their way out of their problem because it's costing them, it's costing them time, it's costing them energy, it's costing them money, it's costing confidence, it's costing them the relationship and it's impacting their life. So much so that they need to buy their way out of it. Now they're going to hire you and they're going to come into your signature coaching program. So this is the way we have to think about it.
