A running coach's $300-$500 monthly fee seemed too high until she stopped targeting all runners and focused ads on people training for the Boston Marathon instead. Same price, better audience, no more objections.
Erica has a running coach. She helps people, you know, train for marathons and things like that. And what was happening is she would get on the call, drop the price, and it would be, oh, I can't afford it. People would get on the phone and they would say like, oh yeah, that's like way more than I thought it was. I thought you were going to say it was like $100 a month or something. Meanwhile, it's $300 a month or $500 a month or whatever. She simply pointed them to people who were more serious, right? So instead of creating content that was for anyone who was running that obviously might have varying income levels. Well, she was targeting in that ad people who wanted to do the Boston Marathon. People who want to do the Boston Marathon, they are serious. They're more serious about their running. They're not doing this just as a hobby. They have like a genuine goal. When she changed her top of funnel ads literally to speak to people that were trying to qualify for the Boston Marathon, that was a different level of person. It was a higher quality person, like in terms of leads that she was looking for, right? It's someone who, if you said, hey, this is $500 a month, they'd be like, okay, cool, yeah, no worries, how do I swipe my credit card, right? But if it's just like someone randomly, like, just, you know, decided like maybe last week that they wanted to lose some weight and they're like, hey, maybe I should try running, just not as serious, right?
