Reader,

Before we dive in today, I want to make sure you know that on October 1st, the price of The Virtual Business School Membership is increasing from $59/month to $87/month. Then, it will increase again to $97/month by the end of the year.

This membership is responsible for the following results for our clients...

​

When you register, you get access to our Trust Building Offer trainings and our daily sales system.

If you pay for the year in full, you get access to $497 in sales templates and our Daily Sales Coach AI (a custom ChatGPT programmed with our content, to help you make more sales in the DM's).

You can use it to screenshot DM convos and get feedback, put sales call transcripts in to evaluate for better outcomes, and get conversation starters for social selling. In October, I will be hosting a live training on how to use it and be giving out prompts to help you get started.

All annual VBS members will get access.

Whether you opt for the monthly rate of $59 (and lock in your monthly rate), or choose the full-year plan, you'll kickstart your daily sales machine with our core system and our monthly live classes and implementation sessions.

​Here's the link to get in before the price increases!​

Okay, now on to today's topic...

The difference between high ticket buyers and low ticket buyers (and what that means for your low-ticket offers).

Background - we spent years selling directly into a high-ticket offer (the offer was $30k per year to be exact). Last year we began shifting our model after seeing the upsells come in from our lower ticket offers.

We created ONE central TRUST BUILDING offer that attracted high-ticket buyers, then perfected an upsell process.

This not only created our next 7-figure business, it fueled the growth of our other offers.

It has also helped our clients do the same (one crossed over 7-figures in her trust builder ALONE)!

But there's nuance in creating offers like this.

Today, we're discussing the differences between low-ticket buyers and high-ticket buyers, as well as how to create marketing that resonates with the latter.

Let's GOOOO!

​

1. Value Perception vs. Price Sensitivity

• High-ticket buyers aren’t asking what's the cheapest option. They’re more concerned with whether the option is worth it. Their brain is filtering for credibility, and ROI on time + money. They’ll buy if it feels like an access point to better strategy, peers, or leverage.
• Low-ticket buyers are primarily driven by affordability and immediate gratification. They ask, “Can I justify spending this?” even if "this" is only $27. The perceived risk is tied more to cost than the potential outcome.

Marketing fix: focus on the specific outcomes your offers get. Frame risk around NOT solving those outcomes. Showcase the speed and path to the result vs. the price.

Identity & Status vs. Utility & Convenience

• High-ticket buyers buy with their identity at the forefront of their mind. They want to feel they’re making a decision aligned with their self-image: smart investor, elite entrepreneur, insider. They buy in accordance with who they see themselves as.
• Low-ticket buyers buy for utility: templates, hacks, or quick wins. The purchase is practical and transactional, not tied to status or deeper identity. They want to get as much as possible included for their investment.

Marketing fix: Speak to WHO the right buyers are (and who they aren't) in your marketing.

Proof vs. Promises

• High-ticket buyers look for proof of depth. They don’t care about surface-level testimonials like “I made $5K in a week.” They want to see sophistication: diverse industries, complex wins, strategic pivots. Proof you can think at their level.
• Low-ticket buyers are swayed by simple promises. Clear, bite-sized outcomes like “Grow your followers by 500 this month” are enough to tip them.

Marketing fix: Give in-depth case studies that share more than just a few quick wins. It's okay to share some one-liners, but make sure you provide context, nuance, and showcase different types of wins with full context.

​

Access vs. Information

• High-ticket buyers value access. They buy because the offer provides them to access to your brain, your private circle, your behind-the-scenes playbook, the strategies that aren't obvious. They pay for access to quicker results, less struggle, the right support. They don't care about the number of calls they get; they care that they get the support they need when they need it.
• Low-ticket buyers value information. They’re satisfied if they get a checklist, template, or fresh idea they can use solo. They often want more modules, bonus courses, and trainings to make the purchase.

Marketing fix: Highlight the access (it doesn't have to be to you), even if it's access to your best strategies, playbooks, and team members.

Risk Tolerance vs. Risk Avoidance

• High-ticket buyers see risk as normal. If they believe the offer will get their desired result, they don't need guarantees. They trust themselves to do the work. High-ticket buyers find value in everything they purchase, even if it is perfect. They don't ask for refunds or get angry. They take the value, implement, and move on.
• Low-ticket buyers are risk-averse. A $97 spend feels heavy if they don’t see a guaranteed return. Even small uncertainty can freeze them. They will overthink vs. try something out.

Marketing fix: show the value in each of the specific elements of the program. High ticket buyers will see the ONE they need, and make the decision based on the outcome they are working towards.

Some side notes...

Want to attract more high-ticket buyers?

-Solve bigger problems.

-Showcase deeper case study results.

-Act like a high-ticket buyer in your own purchases.

-Join programs that put you in rooms with high ticket buyers so you can learn how they think.

Just a reminder...

The price for the Virtual Business School is increasing at the end of the month.

If you are a monthly member and want to lock in the annual rate of $639, now is the time to upgrade.

If you haven't joined us, this is THE place to learn our in-depth Trust Building Strategy + our daily sales system.

Our most experienced clients take these strategies to generate hundreds of sales and begin to upsell within days.

They get their teams implementing our daily sales system and turn their new low-ticket offers into sales machines.

​Here's the link to join us before the price increase. ​

Danielle

P.S. If you missed the ads training with Tara Zirker, here's the link for the replay. It expires this evening!

And, last call for Called To Lead tickets! Hope to see you in Miami next week!