How To Sell High-Ticket From Cold Traffic Using Meta/Facebook Advertising
In this webinar‑style presentation, Hernán Vazquez explains how his agency helps coaches, consultants, and service‑based entrepreneurs sell high‑ticket programs to completely cold audiences using Meta (Facebook) advertising. He begins by describing the core problem: cold‑traffic leads often lack awareness, trust, and purchasing power, leading many marketers to dismiss paid ads in favor of organic or referral methods. To overcome this, he outlines two primary funnel strategies. The first is an acquisition funnel—a low‑ticket front‑end offer (e.g., a $7‑$97 product) with upsells that recoup or profit from ad spend, creating a self‑funding mechanism for bootstrapped businesses. The second is a high‑ticket short video sales letter (VSL) funnel that captures leads via an opt‑in page, delivers a concise authority‑building presentation, and then routes prospects through an application form to qualify them before booking sales calls. He details contingency flows for users who skip steps, explains how the acquisition funnel can feed into the VSL as a backend, and mentions additional tactics such as paid Facebook groups or communities. Throughout, he emphasizes the importance of nurturing cold prospects, qualifying leads, and using ad spend efficiently to scale high‑ticket sales. The talk concludes with a call to action to visit makemyadsgreatagain.com for personalized strategy development.
Chapters
Today I want to share with you how we are helping our high-ticket coaching clients at scaledriven.com to sell high-ticket coaching services, high-ticket coaching courses, high-ticket anything from cold traffic using Meta ads. So that's what I'm going to share with you. Let's make sure that we are live. Okay, there we go. Yeah, so we're live. So that's what I want to share with you. I just want to share how we are helping our clients sell high-ticket anything— high-ticket programs, high-ticket masterminds, high-ticket products or services— from cold traffic. That is people that they do not know who they are, they haven't heard about them, using Meta advertising. So I'm going to share with you the strategies that we're using to make that happen. Now, if you're a coach, if you're a consultant, if you sell information and you want to take your business to the next level by using Meta advertising, you're already advertising but you want to scale, or maybe you, you want to start advertising because you have a proven product, proven service, go to makemyadsgreatagain.com. There's a message waiting for you there. Okay, so let's start right into this. Let's jump right into this because, you know, there's, there's this big issue when it comes to Meta advertising and how you can actually sell high-ticket stuff from Meta ads. And this will apply for coaching, consulting, information, service-based businesses, and whatnot. And one of the issues, one of the main problems, one of the main challenges that I see that people complain a lot about, and I know this because I talk to a lot of them every single week, is the quality of the leads that are coming in. Maybe you've— maybe this happened to you. Maybe you run a Meta ad to a lead magnet, or maybe you run a Meta ad to a lead form, right? Those forms that you click on the ad and A form will pop up there, and then you try to reach out to these people, you try to talk to these people, and they're unavailable. They don't remember who you are. They might not have the funds to do business with you and all of those things, right? So that could be really discouraging, and then most people will say, well, you know, paid ads don't work. I would rather go back to doing organic methodologies or getting referrals and whatnot, which, you You know, there's nothing wrong with that. You can actually grow a high-ticket coaching, high-ticket consulting, or high-ticket service business using organic methodologies. That's one of the ways that we get traffic to our to our pages is through organic and through referrals. But here's the thing: when you're targeting, this is what most people don't don't really understand is that when you're targeting cold traffic, and by cold traffic I mean people that do not know who you are, they haven't heard about you, they might be aware of the problem, but They don't know you. They don't they don't trust you. They don't like you just because they don't know you, right? There needs to be what we call a conversion mechanism for people to go from completely cold ice cold traffic all the way through to becoming a buyer, especially a high ticket buyer, right? Giving you three thousand, five thousand, ten thousand dollars in one in one sitting, right? So how do how do you make it? Make it happen. So when you compare the quality of organic traffic that comes in, they've been following you for a while, they might be— they might find you on Google, they might find you on Instagram, on YouTube and whatnot, and they come in and they're in your funnel. They have been nurtured already. Okay, they have been nurtured, they need to complete a couple steps before they even talk to you. The same with referrals, right? Referrals are another, you know, great way of generating high-quality, high-ticket coaching clients. Or service-based clients, but they've been nurtured already. Somebody talked to you or about you, you know, to them and whatnot. Generally something that somebody that has a lot of authority, so they transfer some of that authority to you. So there's been an— there's been some nurturing before you even jump on the equation. Now with cold traffic, if you're just saying, hey, go buy my stuff from cold traffic, The reality is that some people will, but most people won't. And by most people, what I mean, 99%, 99.9% of people will not buy because human beings, they need a little bit of nurturing, especially when they're shedding out $3K, $5K, $10K for a program. Okay. I always say that selling high-ticket coaching is one of the most expensive, one of the hardest things to do from paid advertising, because if you need legal help, you go to a lawyer. If your tooth hurts, you go to a dentist, right? If you get locked out outside of your house, you go to the locksmith. But if you want to make your marriage better, you have a thousand options, right? Should we do therapy? Should we buy a book? Should we do like yoga, couples yoga? Like, what do we do? There's a thousand options. So selling high-ticket coaching out of the internet to complete strangers is one of the hardest things to do. So what we had to do is we had to develop strategies that allow us to achieve just that. And now we're able to do that for our clients. So let me share my screen real quick and I'm going to drink one mate and we'll do that right now. Okay. So this is actually, this is actually a strategy that we put together for a client that we are onboarding now in a couple of hours. Actually, he has a great program, high-ticket program. And, and this is the strategy that we're putting together for him because right now, again, most of his sales if not all of these sales are coming through organic means. They built a big YouTube presence, they built a big social following and whatnot. And but they, you know, have yet still to crack the code when it comes to paid advertising. So the first thing that we're developing or helping them deploy is what we call an acquisition funnel. So an acquisition funnel is, in a nutshell, a low-ticket funnel or a low-ticket offer where we, you know, we send traffic here, we send traffic to this sales page where on this sales page we'll be— we will be selling something that is low ticket. It could be a book, it could be a mini course, it could be a program, it could be a set of cheat sheets, a set of resources and whatnot. And that, depending on the niche, it's going to be sold anywhere between $7 to $37 depending, right, depending on the niche. If you go the B2B route, might be up to $97. But in this case We're just gonna send traffic to this page, and this is gonna be one of the strategies that we're going to implement for him. Now, additionally to this, in this funnel right here we have— excuse me— we have a couple of upsells which are really important because the upsells will allow you to liquidate some of the ad cost that you are investing to get these buyers. So upsells are really, really important in such a funnel. Okay, so this is called an acquisition funnel because it allows us to acquire leads and and most importantly acquire buyers from our frontend product at a breakeven or better position. That means that we're able to liquidate all of the ad costs and in some cases turn a profit on this funnel and pour that money back into advertising. So this is a machine that is self-funded, especially important when you are a bootstrap company, which most of our clients are. You don't have millions of dollars to spend on ads every single month. You're not VC-backed. Or something like that. You are a bootstrap company or small business, uh, just like we are, just like most of our customers are, most of our clients. And we need to find a way to fund these endeavors, and an acquisition funnel allows us to do just that. But not only that, the main goal— remember, the main goal is not to sell a low-ticket front-end funnel. The main goal is to sell a high-ticket coaching program from cold ads. So we're going to be running cold ads here, and then for every buyer that comes in Our client will pick up the phone and call them. Well, our sales, uh, his sales team, right? It's gonna pick up the phone and call them and try to sell them something else. Because in the words of the great Dan Kennedy, a buyer is a buyer is a buyer is a buyer. So what does that mean? That means that they already bought something from you. They already bought a book or a program or something like that. And the value of a customer is 10 times to 100 times the value of a lead, a free lead. That's why I don't like to run ads, for example, for a lead magnet or something like that. Okay, so this is like Strategy number 1 is we're going to send traffic to an acquisition funnel so that we can liquidate part, if not all, of the ad costs. And then all of those leads and our buyers are free so that we can sell them our high-ticket coaching program. And that is pure profit. Okay, that is pure profit out of ads. So that's going to be strategy number 1. So our conversion mechanism right here is the fact that they bought something. All right. So that's our conversion mechanism right here. Now, the second conversion mechanism or the second strategy is this one right here. This works, this VSL, high-ticket VSL funnel. That's how we like to call them. It's a high-ticket short video sales letter funnel. This high-ticket VSL funnel allows us to do 2 things. The first one is we are collecting leads right here. As you can see, we're going to be running traffic on these networks, right? Like Meta and Google as well. Google YouTube. And that what this allows us to do is to send traffic to an opt-in page, thus collecting leads for our client, okay, that they're gonna get nurtured through email. But then after they opt in, they're able to watch a short presentation. This short presentation has many elements that allows us to, you know, build authority, build the value of the coaching program and whatnot. This is something that we script for clients as well. But this short VSL allows us to generate this conversion mechanism. So instead of, you know, instead of like they watching a ton of YouTube videos and then jumping in on a call with us, they will watch this short presentation. Okay, they will watch this short presentation where they can apply. It's really important to have some sort of application page right here, or application form. The reason behind is you, you don't want to talk to everyone, you want to talk to qualified leads, which is one of the main issues with paid advertising is the lack of quality of these leads. And the way you increase your quality is by making people jump through hoops, right? So you— we're gonna get people to apply, and if they're qualified, we're going to get them to book a call. And then on the thank you page, now as you can see, we have some contingencies here, or we have some sequences right here. So for example, if people see the pitch but they don't apply, we send them to apply, right? If they don't see the pitch, if they missed, let's say, the last 10 minutes of the VSL, the presentation, we send them back. If they apply but they don't book a call, we send them back to book and whatnot. So here's some contingencies right here that allow us to do things. Now, the reason why I like these funnels is because these funnels can— we can use this funnel as both a front-end and as a back-end funnel, okay? Because if we do this front-end funnel right here, right, this acquisition funnel right here, what's going to happen is that for everyone that comes in, we can invite them to watch the VSL. Okay, which makes this a backend funnel. But at the same time, we are going to be sending traffic, cold traffic from paid advertising, uh, to this funnel as well. And that's going to allow us to generate qualified booked appointments for people to book a call with their sales team and whatnot. So these 2 strategies right here, let me put them on screen. Uh, these 2 strategies right here allow us to, uh, you know, to generate leads at a breakeven or better, and then also allow us to generate leads for their sales team as well. And that's, my friend, is how you sell high-ticket coaching from paid cold advertising. Now there's some other strategies as well, like you can run traffic to, for example, a Facebook group or a school community. I recorded a video, I think it was a couple weeks ago, on how to grow a paid community using school— using Facebook ads. So if you're into that, go watch that video as well because I explain how to grow a community using paid advertising. But the main point is that there's a lot of other mechanisms. This is the mechanisms— these are the mechanisms that we like to use to generate booked appointments from cold advertising, okay, using Meta ads. Okay, so I hope that this was helpful. Again, if you're a coach, if you're a consultant, if you're struggling making paid advertising work, if you have a high-ticket program that you want to sell using paid advertising, if you really want to scale— because at the end of the day, paid ads allow you to scale to the degree that, you know, organic methods or referrals and whatnot, they don't allow you to scale so far or so fast. So paid advertising does allow you to do that. And if you have been struggling to scale because of this and you want to get your calendar, your or your team's calendar booked solid with qualified calls and you want us to help you develop such a strategy, go to makemyadsgreatagain.com. There's a message waiting for you there right now where you can watch it. You can schedule a call with us and my team right there and then. Okay, so I hope that this is helpful. If you have any questions, feel free to reach out, put them in the comments, send me a DM. I read all of the comments, all of the questions that come in. I would be more than happy to help you out. I talk to you soon. Take it easy. Have a great week. Bye-bye.
