HOW TO GET FREE HIGH-TICKET BUYERS USING LOW TICKET OFFERS
In this presentation, Hernan Vazquez explains how marketers can fund their advertising spend and improve high‑ticket sales by first selling a low‑ticket product (typically $5‑$97). He recounts his own journey from running a seven‑figure ad agency to stepping away for health reasons, then rebuilding a profitable business using a $5 front‑end offer that generated $800,000 in its first year with a four‑person team. The core argument is that low‑ticket sales turn cold traffic into paying buyers, covering ad costs (CPA lower than AOV) and creating a psychological “quick win” that builds trust in the buyer, the process, and the buyer’s own ability. This higher‑quality audience then moves into the traditional high‑ticket funnel (VSL, call, close) with a much higher close rate. Vazquez outlines the shortcomings of the classic high‑ticket funnel (high CPA, low conversion, health‑draining agency model) and demonstrates how the low‑ticket front‑end solves these issues across any niche and scale. He promotes his “Low Ticket Profits” book and a live presentation for deeper training.
Chapters
So what if you could advertise but you didn't have to pay anything for those ads that you're running? And I'm not talking about committing fraud, I'm not talking about doing anything crazy, not paying the credit card, or I'm not talking about, you know, getting coupons, but really actually building a system that pays for itself so that your business becomes a lot more profitable. Well, that's a question that Frank Kern asked me probably 6, I don't know, 7 years ago. Where I was his, you know, main right-hand man when it comes to running ads and his CMO and all that good stuff. And he came to me with that idea. He actually asked me, hey dude, what if we built a system that would pay and fund the ads so that we didn't have to pay for them? And I was like, dude, I don't know if that's legal, so I would rather not do it. But he, already being one of the smartest marketers alive and of the entire history of humankind, he already had the answer to that, right? And I'm going to share with you the answer that he gave me on this video. But something really interesting that happened is that throughout my career, I've almost always helped people that sell something expensive generating more revenue, you know, through advertising. So we would send traffic to, you know, we would grab— try to grab cold strangers over the internet to click on our ads and then opt in for something, maybe watch a presentation, maybe watch a video, something like that, and then people will hop on the phone with somebody, right? And then they will try to close them into something expensive, whatever that is, a coaching program, a service business, whatever, right? So that has been kind of the main vibe of everything that I've been doing for the past 13+ years of running ads. However, something really interesting came up when I was going through what really worked, and this actually came up really, really you know, bright and big and huge for me. And, you know, this really came up and it was very evident back at the beginning of 2025, because at the beginning of 2025, I basically started over. Since 2021 to 2025 or so, I built an advertising agency, right? So I built an advertising agency. I worked with some of the biggest names in the digital marketing industry, and I decided to go on my own. And then I grind it. I grind it like for four or five years. We grew it. You know, it was a seven-figure agency, and by all you know means and standards and everything, I've made it. You know, forty, fifty, sixty plus employees, a couple hundred clients. Like we've actually made it. But here's the problem with that is that at some point that started taking a toll on my health. I had a huge payroll. a lot of clients to attend to. It was really, really hard to run. And, you know, I couldn't sleep. I had a lot of, you know, health issues and whatnot. So I decided to walk away from it because I was prioritizing my health versus growing a huge business, or at least that kind of business, right? So I decided to walk away from it. And that was at the beginning of 2025. So December 2025, or 2024 rather, I told my partner, hey dude, I cannot do this anymore. Do you want to take over? And he did. He actually took over and I walked away from it. Now, here's something that was really interesting, what I was analyzing, what actually helped us grow the agency, right? We were doing everything. We were doing the referral dance and we were doing this and that, the other thing. We were doing organic dances and, you know, we were doing all of that stuff. But the one thing that brought the most amount of clients was a little ad guide that I'd written. It was a low-ticket offer. We were sending traffic to that little offer and then we were asking people if they would want to hop on a call with us to build a custom plan for them and guess what? It worked. Not only it worked because it allows us to, you know, get buyers on the phone, which are way better than leads if you ask me, but also it allows us to liquidate our ad spend. So we were actually able to run all of these ads and advertise and all that without necessarily spending a lot of money doing it, which was super, super cool. And that hit me like a ton of bricks because that's exactly the mechanisms that I've been implementing and I've been part of for all of these big names. Again, it all started back when we did Convert 2.0 for Frank Kern and we run a lot of ads to that and whatnot. And then the mechanism actually made a lot of sense for me. And everyone that's anyone that I then work with had this mechanism going on. Whether it is a book funnel or a short presentation or something cheap on the front end that will allow them to not only get buyers, which are again way better than leads, but also get, you know, liquidate their ad spend. So again, legally not spending any money on ads while still promoting, while still growing the business. And that's exactly what I did in 2025. At the beginning of 2025, I wrote another $5 thing, which it's still running to today. And that turned into an $800,000 business in the first year with a way smaller team, with a 4-people team. And, you know, so I was back in the game on my terms and didn't have to deal with a lot of clients. I didn't have to deal with a lot of employees. I was a lot more profitable than when running the agency. Even if I was making on paper less money, I was taking more money home and I was living a completely different lifestyle. So I'm not saying that one system is better than the other. You can still do this and have a huge team. I actually have a couple of clients that they were actually struggling to get people on the phone with the current cost of ads, and we switched them to a low-ticket offer and the math turned around, and they have a big business, right? Like we're talking about $10, $15, $20 million businesses, and they have a big team and all of that, right? So it works. It doesn't matter your scale. This system actually works. So I'm going to actually break it down for you and I'm going to share my iPad here in a second and I'm going to break it down for you because I've been doing this for a while in pretty much any kind of niche that you can think of and this thing works. Okay, so here's what most people do, especially people selling something expensive like coaches, consultants, you know, people that sell something expensive online. Here's what they do, right? They run an ad. So they run ads, hopefully they run ads, and they send traffic to, let's say, a video, right? Then that video gets people on a call, and then people either close, they say yes, or they say no. Okay, super simple funnel. It's been working forever. It still works. But here's some, a couple things that happen with this kind of structure and with this kind of approach. Number one is that you're paying for everyone to watch your video. So, you know, this is money out the door. So I'm gonna put here, this is money that you're paying the ad platform, whatever that is. It could be Meta, it could be Google. We're gonna be focusing on Meta, but you're paying for everyone to watch your video. Then you're paying For everyone to book a call with you, right? And then here's what happens. The period right here, it's pretty short, right? It's short. This is somebody that didn't know you, so this is cold traffic, right? This is cold traffic. So this was somebody that didn't know who you were a second ago, and now you're asking them to hop on a call with you, to hop on a call again with a random stranger. And then you're asking them to cough up, you know, something expensive, whatever that is. You can name expensive. It can be $2,000, it could be $10,000, $20,000, whatever. So you're doing this. Now, here's the thing. The vast majority of people, because we're human beings, the vast majority of people will say no. So I'm just going to put it here larger. Most people will say no. Why? Because they didn't know who you were. Right? And here's the thing. Here's the other interesting part. When you're running this type of system, which again, it works, still works. It's not as profitable as it used to, but it still works. When you're doing this type of system, you need to pay for your ads whether somebody shows up to the call or not, whether somebody is qualified or not, whether you close them or not. You need to pay for the ads. You cannot go to Mark Zuckerberg and say, hey dude, you've been sending me all of these unqualified people. Give me my money back. That's not how it works, right? So the reason why this is being less and less profitable is because of some of the things that I've been talking, you know, about in my in my videos and whatnot is that the cost to advertise was here. Let me actually move this around so that you can see. So the cost to advertise was here, and now it's here. So here's the thing: if you're paying fifty dollars to get somebody on the phone and that person says no. Right? Who cares? Or if that person doesn't show up, who cares? If you're selling something expensive, you have a lot of margin, right? But when you're paying $500 to get somebody on the phone, which is something that has been happening for a lot of coaches, consultants, their costs, they have been going up big time. So when you're paying, let's say, $200 or $300 or $500 to get somebody on the phone, the math doesn't work anymore. Because if you're paying $50, you have a lot at bats and you can still be profitable. But if you're paying $500 to get somebody on the phone, then, and that person goes to you and that person doesn't show up and that person doesn't, you know, buy your thing, then now you're in trouble. The math doesn't work as well as it used to. So anyways, this is a proverbial system that a lot of people are running right now to fill up their high-ticket programs, and that's fine, that's great. That means that you need to be amazing on the phone, you need to be a great closer, and whatnot, which I know that most people are not. So let me actually show you how we're switching this around for people selling something expensive. So here's what we do. Instead of running ads to a process that just gets people into the phone, what we do is we do what's called a low-ticket offer. A low-ticket offer is something that you sell from $5 all the way up to $97, right? There are some people doing it for $5, some people doing it for $97, some people doing doing them for them all. Like, one of— I'm one of them, right? I have several low-ticket offers running at any given time. And here's what happens. 2 things happen. The first thing is that, of course, you need to pay for the ad, and you need to pay for every buyer, right? But this person that came through this door, if they buy, they actually make you money right here. So this is helping fund the ads. There's this one metric called CPA, right, which is the cost to acquire a customer, and there's this other metric. Let me put this in red, right? So we're going to call this CPA, which is the cost per acquisition or cost to acquire a customer, right? And then you have the other metric, which is super important too, that's called average order value, which is how much money people give you on this transaction right here, okay? If your average order value is bigger than your CPA, then that means that you are actually acquiring buyers at a profit. Now here's the thing, that's the first thing that happens, right? The first thing that happens is that this money pays for your ads. So you're getting all of these leads, you're getting all of these buyers coming in virtually for free. So instead of sending money out the door, you're actually getting people to pay for you first. But here's the other thing that happens, which is super interesting, which is a really bit, a little bit of a more psychological trick, if you would, right? Not a trick, but an actual psychological phenomenon that happens, right? I don't want to give the impression that we're trying to trick anyone because that's not the goal. So the first thing that happens is that this is a buyer, right? This is a buyer. And the difference between a lead and a buyer is abysmal. If somebody joins your webinar for free or if they download a lead magnet or if they jump into your VSL or whatever and they are just free, they just exchange an email for something, the quality of that person is X. But when somebody whips out their credit card and they give you— even if they give you $5, the jump, it's huge. So a buyer is way better than a lead. Again, we did the math. A buyer is worth 10 to 100 times more than a lead. That's why people that are, you know, big dogs and growing their businesses and whatnot, you can still buy books from them. You can go and grab a book from Tony Robbins. He's selling expensive stuff, but you can still go to Barnes& Noble or Amazon or whatever and get a cheap thing from him because he understands the power of getting buyers instead of just leads. So that's the first thing that happens. But the other thing that happens, which is also super, super important, And this is something that I tell my students in my low-ticket accelerator, and I share that in my Low-Ticket Profits book, which you can get on Amazon, blah blah blah, is the following: What the way you position this cheap product matters a lot. Okay, how you position that cheap product matters a lot because it's not just a cheap product. The way you position this cheap product is to give people a Quick win. Okay, that is the key. And maybe you've tried to sell something cheap in the past and it didn't work, or people were not ascending, blah blah blah. The main point is that you give people a quick win. Why? Because when somebody, a random stranger from the internet, gives you money, they don't trust you. They're really low on the trust scale. They don't know you. It's not that you suck; it's that they don't really know you. And we're human beings, right? We need a little bit of exposure to build trust, to build. that type of stuff. So if you give somebody a quick win, random stranger from the internet comes in, right? They come in. First off, you charge them $5 and you give them the thing. So that's boom, promise kept, promise made, promise kept. You give me $5, I'm going to give you that one thing. That's a subtle thing, but now people, they think, okay, I paid this guy and he didn't run away with my $5. Okay. Which is a big deal today on the internet. We're talking about random strangers. But here's the other thing. 3 things happen when you give people a quick win, all right? 3 things happen, and you need those 3 things for people to buy more from you, okay? Thing number 1 is that they trust you. Why? Because you gave them a quick win, so now they start trusting you. You charge them $5, $10, whatever, you give them access to the thing, so they start trusting you. Number 2, they trust your process. Because you give them the shortcut. You unlocked something for them. So number 2, they trust your process. And number 3, which is equally important, they trust themselves that they can do it. Why? Because they just did it. They just got a quick win, right? And you need these 3 things for people to give you more money. Now, how do we tie this to your backend high-ticket stuff that you're selling? Simply, once they go through the process, we Send them to whatever you were doing before. So in this case, instead of sending traffic directly to a VSL or to whatever to sell something expensive, we first get them to go through this mechanism. And then some people will jump on the VSL, then they have a call with you. And the chances of them saying yes— we had a yes or no thing. Sorry, let me do this. We had a yes or no thing. Right, so we had no, and then we had yes. Now the chances of people saying yes are much higher. So I'm going to just put it here. Yes, it's higher, right? Why? Because this happened. So this funnel right here, this mechanism, this low-ticket offer thingy, right, it has been around forever. It's nothing new. Not only it funds your ads, But also it gets you a lot of better quality people on the phone because now you're not just, you know, trying to close everyone. You have this process that helps you with your ad spend, number one, but number two, it gets better quality people on the phone. So if you want to learn how we're doing this, I'm going to leave a couple of links around here so that you can get, you can grab a copy of my Low Ticket Profits book, which is everything is explained. This methodology is explained in the Low Ticket Profits book. Which again, you can get from Amazon or you can get through my link. And also I'm doing a presentation on how we're putting this together for students and clients so that you can come in and ask questions and it's gonna be great. There's going to be a link somewhere around here as well for you. I hope that is helpful. If you have any questions, feel free to let me know and I'll see you on the next video. Bye-bye.
