The Visionary Files

Passive Income Series Part 2: Creating Your Blueprint for a Passive Revenue Model

• Adriane Galea • Episode 69

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What if you could generate an income stream without having to trade your time? This episode, the second part of of a three part series on passive revenue, dives into a *whole masterclass* on creating a successful passive revenue model that aligns with your unique offering and goals. We'll go into passive revenue creation, exploring the importance of understanding the solution you're offering at all levels, from macro to micro and loads of insights into the strategic building of a passive revenue product suite.


Quick overview of what we cover:

  • Why you want to focus on the end goal so you can reverse engineer your passive funnel
  • The who, what, when where, and how that you should be able to identify when building a passive funnel
  • The different ways to build in low, mid, and high ticket products to maximize profitability in your suite
  • What a detonation point is and why it matters to your passive revenue model
  • How you can make a super simple passive revenue model work
  • The difference between a high ticket, low volume business and a low ticket, high volume business... and how your passive offers can support both
  • How you could build out a more robust offer suite to pad profitability in the middle of your funnel if you wanted a more advanced approach
  • How to approach having a profitable front end passive model by a double dipping strategy
  • Why you want to test *everything* and stay the course


RESOURCES: 


ALL OF THE PASSIVE REVENUE SERIES EPISODES: 


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This episode was first published at soulpreneur.co/069

Speaker 1:

work smarter, not harder. I wouldn't have to do anything to make that happen for myself. That'd be super simple. Welcome to the Soulpreneur show a podcast for a new generation of leaders, visionaries, disruptors and trailblazers who want to do business better. Our goal is to provide you with stories and insights into the strategy, systems and soul behind scaling service driven impact first, human centric businesses to help you create time, financial and lifestyle freedom. We want you to have a business that you not only love and pays you well, but that prioritizes what you want for your life, so that you can take actual unplugged vacations, you can step away from social media and you can spend your time doing things you love with the people you love. Let's get to it. We're about to have a whole masterclass in this episode on passive income, passive revenue and creating a blueprint for your passive revenue model.

Speaker 1:

In the last episode, in episode 68, we talked about all the things that like the people who actually sell passive revenue products. They're not going to tell you any of this stuff about passive revenue. If you have not listened to that yet, please go back and listen to that first. It is not often that I say you need to go back and listen to the other thing to get what you are going to get out of this episode. I'm going to say that about this one because passive income sounds super flashy and like. I think I opened the last episode with like create passive revenue. They said it'll be fun. They said because it is, it's challenge, it's passive revenue sounds like easy breezy and it's deceptive. Please go listen to that part one episode first, so that when you come into this episode I mean, if you listen to this episode you're going to hear how there is like there really it takes strategy to be able to do this and that's it's going to be obvious, I think. But I would way rather you come into listening to this episode with the mindset of I understand that this is not going to be unicorns and rainbows and just like throw a product out into the world and it's not going to be. You know this is not Kevin Costner, we're not in the field of dreams. If you build it, they will not come. So let's just go back to the drawing board and make sure that we're we're all on the same page and that you are here because you understand what it's going to take to actually do this. If that's the case, then let's get into it. So this episode is going to be all about creating a blueprint for a passive revenue model and the reminder from the first episode, just in case you didn't listen when I said please go back and listen to that one first. I'm going to give you a couple of the bullet points, but you really should go back and listen to the whole thing.

Speaker 1:

The first reminder is that to sell passively, you almost always need a passive product suite. It's not like, let me create this $127 offer and all of a sudden my life is going to be changed. It didn't really work that way. Even I don't know why this example popped into my mind, but like that's, even if you go write an actual book and you put your book you know the hardcover version on Amazon for $35 and then you release the softcover version of it and that goes on sale for $17 or whatever, like, most of the people who are writing books in that way have something to sell on the back end, you almost always have to have some type of suite of offerings in order to make any money off of it at all. And then the second reminder is that low ticket passive products are almost always tripwires, when I said like there's almost always something else that's going to happen on the back end. That's a tripwire is when you purchase one thing and it trips you into another product funnel. So it almost always like you buy the low ticket thing and then there's an order bump to it and then there's an upsell, and while when you get into like a real I'm not going to be teaching any of this today where you get into like the roller coaster, the very like click funnily style of another upsell and another upsell, and another upsell and then another downsell, and if you're not going to take that than a downsell, and then, because you're an actually take, go listen to one of Steve's episodes where we like really lay into that. But we're not going to get into that complicated of passive product suites. But you do need some type of product suite to be able to make this like really work for you. So this is going to play like a masterclass.

Speaker 1:

Like I said, this is we are going to clip through a lot of information. I don't think you need to necessarily like write things down. I think just absorbing this is going to be fantastic and then, if you want to come back through it later on and you do want to, like, take notes. There's definitely going to be a lot of stuff to take notes on, but this is really individual to you, so, more than like, let me write down the notes, you need to figure out how you want to actually implement this for yourself. So figure out what you're going to take action on and do this for yourself, if this is something that you want to do, and then in the next episode, in the third and last part of this series, we'll get into how to promote your passive products.

Speaker 1:

So the main ingredient that you have to understand here is that you need to understand the solution that you are going to offer at both a macro and a micro level, and you might even argue, a macro, a micro and a nano level. So you have to think when we, when we keep in mind that you are going to need a product suite, a passive product suite, or, at the very least, a more passive product that leads into your higher ticket, less passive product, where it's like a group coaching program or whatever, or a done for you offer, or whatever that looks like. You have to understand the full picture of where you're going so that you can put intentional steps along the way to get people to take the actual, the action that you want them to take. So we are going to put strategic options in strategic places so that we are designing the, we're designing the process in such a way that we want to try to anticipate behavioral patterns, and that's. I'm not trying to say it like, we're not trying to manipulate someone's behavior, but we want to think about, like, what makes the most sense to move someone to the next step, where we want them to go, if it makes sense. And I also want to say here that I am not about this life of like you're never going to get the solution until you finally buy everything, everything, everything.

Speaker 1:

We need to make sure that we're microstepping people in so that they get substantive solutions along the way, even if it's like, even if they want. You know, we're not going to advertise how to get 100k months and offer that in, like the $27 offer, and then tell them well, to get to the 100k month now you're going to have to buy the next offer. Well, actually, to get to the 100k month, you're going to have to get to the next offer. You want each offer to have a unique solution that is going to offer them a tangible result. Because if you don't, this is where like, like, go back and listen to some of the stuff that I've recorded with Steve Steve Corning, if you're like I don't know who that is done a whole bunch of episodes with him and there's going to be a whole bunch more in the future where we talk about, like it's just this nonsense that keeps you going of, like it's always dangling a carrot and you never actually get the stick. You just keep like chasing it. I am not for that.

Speaker 1:

That is, if this is, if that is your intention of designing a passive product suite so that you can like offer this really shiny object at the end of the end of the road and you're going to try to move people through like one step at a time. Okay, now you're closer to your big shiny promise. Now you're a little closer to your next big shiny promise. Like please don't listen to this. I don't want to contribute to that. To be totally honest, I want you to offer like actual substantive results to people each step of the way, and the difference is, if you just dangle the little diamond studded carrot at the end of the road you are going to rely on the fact that you either can, that you can either bulldoze someone into the next thing with with, like super manipulative copywriting. When I say manipulative, I mean like all of the sales there's nothing wrong with sales psychology but like when you're using sales psychology for the, for the dark side of the force, then that's manipulative, that's using it. I'm not for that.

Speaker 1:

So you're either going to have to rely on like really finding sort of the skeamy kind of ways to get people in, or you're relying on people. You're you're being able to be profitable in the first transaction, whether that first transaction looks like just buying the one thing. Or if they're buying the one thing and the order bump and the upsell and they're buying it all at once because they're either going to need some type of sleazy well, but see, you can still get the thing. You're only you're only one funnel away the Russell Brunson line, where you're always, only, ever one one thing away. And then you realize like, well, it's one more step and it's one more step and it's almost.

Speaker 1:

I described this as being like Scientology of like oh, you almost reached the final whatever and you just have to keep buying the products and buying the product Scientology structure the same way Anyhow, whereas if you can actually offer someone substantive transformation at every step of the way, they're going to be a lot more likely to to continue to buy with you because they trust you and they respect you enough because you are actually providing the outcome that is promised. That in mind, the main ingredient here again is that you must understand the solution at a macro and a micro level that you are trying to offer, so that you are offering the macro solution with Each of the steps should have a micro solution. That's going to get them one step closer to the big be all, end all. And it's not that I'm saying a lot here about don't dangle the big carrot at the end all the way through, but it's okay if you do dangle the carrot, like this is a step on the journey of your excellence, to being able to achieve this other big thing that, like, there's a good chance that you want, because a lot of the people that I work with and a lot of people that I help want this. Ultimately, this is not designed to give you that, but it's going to be the first step that you need to get you to where you need to be in order to get the big thing, if that makes sense. So the other thing is, when you design your passive revenue model, your full focus should always be on the actual solution that you provide and for whom.

Speaker 1:

What is the solution that you are providing and who is it for? We want to get specific around this, and my suggestion which, if you have been around for a while, you might already know what I'm about to say here is that we want to think about the end results. What is the big macro solution that you actually do want to offer? And then we're going to reverse engineer that. So I'm going to give a couple of different examples and then I'm going to walk step by step. Each while I'm going to walk, it's not really going to be step by step because there's too many steps. So I'm going to give three examples of different types of business owners, and then I'm going to talk about different funnel models, since this is about building the blueprint for the passive revenue model that would work maybe best for you, based on what you want and what would work best for you in your business, and then I'll give you like. With each of the examples, I'll talk about what that could look like. So this is going to be really high level. There's going to be a lot of information, but there's going to be a lot here.

Speaker 1:

So the three examples that I'm going to use number one let's say that this is for a health coach who has a group coaching program. So again, we're always thinking about the big solution that's at the end. So let's say this health coach has a group coaching program and all roads you want, she wants, he wants, whoever wants, all roads to lead to that coaching program at the end. But the you know, that coaching program is really suitable primarily for, you know, only X amount of people. Like it's not meant to be let's it's not meant to be infinitely scalable. And let's say this person has the goal of like I'm not trying to have the million dollar business, I want to live very comfortably and I want to work like 15 hours a week. Like I would rather build a light that's called a lifestyle business. So I would rather work like 15 hours a week, work with you know people on a substantive level, but not, you know, it's not infinitely scalable. I want to work in a really deep capacity with the people that want to go deep into that work with me and then offset it with passive income.

Speaker 1:

So when you get, this is sort of this is just an aside Once you get to you've got like a multi-six figure business. Once you get to the point of being at like 200,000, 250,000 a year, it's a really good time to decide do you want your business model to primarily be high ticket low volume or low ticket high volume? So if you're listening to this and you're at the beginning of your journey, if you choose to go this route, you are actively choosing to go low ticket high volume. You are going to have to have a high volume business where someone in this example like a health coach who already has a business she already has a group coaching program wants more of a lifestyle business, wants to work maybe 15 hours a week and just work with a few people on the back end in a really substantive way, like she can make the decision, or he we're just going to say she right now but for whatever gender doesn't really matter is might say I do want to go high ticket low volume and say I want to just work with those few people on a really deep level, but I want to offset the other 20% of my revenue.

Speaker 1:

So when I say high ticket low volume or low ticket high volume, I mean like an 80, 20 mix or a 75, 25 mix. So this health coach might be saying I do want to have a high ticket, low volume business, but I only want 75 or 80% of my revenue to be coming from that and the rest of it is going to be made up on the back end with passive products. That's going to lead like that's they're essentially going to be tripwires that lead magnet people into my high ticket program. But I'm not trying to like scale, scale, scale, scale scale, where the same health coach could absolutely design this model to go the other way around to say 75 or 80% of their revenue is going to come from passive products and it's going to be low volume or, sorry, low ticket high volume. But then there's going to be, you know, the 20 to 25% of the rest of the revenue coming in is going to be really selectively working with people for that group program. It could go either way and it's they would be very differently designed. There would be there's a lot of different variables to this.

Speaker 1:

So this is why I say like this is just a really high level overview, so that health coach. That's one example that we're going to use. The second example that we're going to use is a graphic designer who has done for you options and all roads lead to that done for you option, but the graphic designer is capped out. Let's say in this scenario, let's say brand designer and graphic designer is capped out at three to four clients per month period, like whether that's just that is absolutely the max amount of hours or like that's just the chosen amount of max hours, doesn't matter. Let's say like three to four clients, that's it. So they're going to choose to have a robust product suite in lieu of pushing everyone to that done for you offer, which is now like a true premium offer. Because I want, like this would be more of a low, low ticket, high volume. Where it's going to be, I'm going to make the majority of my income. I mean, it could be the other way around too, but I'm going to make the majority of the money for my passive products and selling lower ticket, and then it's truly going to be my platinum diamond tier, super exclusive, if you want me to actually do the work for you, and I work with only like three people a month. So it's a really robust suite on the front end of things which would then could lead into a premium offer.

Speaker 1:

But in this case it's different than the health coach where it is trying to capture the ideal buyer to lead. All roads lead to that group coaching program. This example of the brand and graphic designer it's not. They're not worried about capturing the done for you buyer they're more concerned with because it's lower ticket, higher volume. They want people in for volume. It's not about capturing the higher ticket buyer. It's also a completely different buying process. When someone's not going to download your template, if they want you to actually do the thing for you, it's that like those buyer behaviors don't. They're just like not cohesive, doesn't really work that way. So and if you're like, what does that mean I'm not going to get further into that Like that's something that this is. This is why, if you're not sure of the way that all that stuff works, like this is where you would say, like maybe you want to work with a business coach or something so that you or a marketing coach so that you understand how to actually put some of this stuff together, because we could go in literally a million different directions for every single person's business.

Speaker 1:

The third example that we're going to talk about is we are I'm going to just use myself as an example If I were going to reverse engineer my own offer suite on passive revenue, which I said in the last one, I was like I have no intent. I like I have nothing to sell you. I have no intention of doing anything with this. Maybe one day I will who knows? So I'm like I'll just show you what I would do if I were going to do something with this, but don't necessarily expect anything to come of it. I don't know who I could talk myself into it. Who knows so? But let's actually talk about designing your funnel. So there it's who, what, when, where and how. These are the things we're going to talk about as the starting points. So who, who, very specifically, is this designed for? For whom? Bad grammar, but whatever Is this designed for? You need to be able to answer that question, and the more specific that you can get on that, the better this is. It's not all about niching, but like being really clear on what things are for is really helpful.

Speaker 1:

What is the end goal, with intentional steps to get them there? That's we're always like reverse engineering. We are trying to keep the end results in mind. What's the next behavior we want someone to take? We are going to move them through steps intentionally to get them where we want them to be, and then when will they receive each piece of that solution? So you've got different steps based on different products. They're going to see it like the way that we talk about these different models. You can have different things in different places and this is something that you can test that if you've got this $37 thing and this $27 thing and this $97 thing and this other $197 thing, you can test different ways of moving things around, of what makes the most sense. Like, maybe you have the $37 thing in order, bump the $27 thing. Maybe you have the $27 thing in order, bump the $37 thing. So there's not really a right or wrong way. It's more about what do you think is going to most intentionally get someone the result that you are trying to help them get, and help them intentionally take the next step that you are wanting them to take if it makes sense for them to do so. But there you, you know we have it's, it's.

Speaker 1:

You can call it learning fallacy, you can talk about this as like the expert bias, where sometimes we're too close to things that we don't see the forest for the trees and sometimes you can be as intentional as you could ever intend to be and it won't always get you as close as you could be to giving someone the most intentional result because you're too close to it. So it's okay to test which is going to work best. It's not a good idea to just throw spaghetti at the wall to be like I have no idea what's gonna work, so let's just try all of it. Like you do wanna have intention. Because if you're just throwing the spaghetti at the wall to say like I don't know what's gonna help someone get to my solution, so like I'll just try it this way and see what happens, like maybe you don't have enough expertise to actually be teaching this yet, just saying that might make people mad.

Speaker 1:

But just saying If you don't understand how to, if you don't have at least a couple of ideas of how you could structure something intentionally to give someone the learning outcome that they're coming to you for, you shouldn't be doing this yet. Go develop your expertise before you start doing this. So I don't care if it's a $27 thing, like you don't, please, don't sell anything unless you have the full capacity to actually deliver the solution that you know. I mean that's a whole big, giant shiny object thing at the end of the day that makes it sound like they shouldn't chase it, but like the big shiny diamond thing at the end end of the road like maybe you're not there yet, maybe you need to reconfigure. You know what you're actually selling and the way that you can sell it, so that you are 100% positive that you could actually get people the result that you are offering. I will come down off of my soapbox from that.

Speaker 1:

Please don't offer things that you can actually that you don't actually know how to deliver on. If you've, for example, if you have never sold, if you have never made 10K months, please don't make your thing. How to make 10K months? Just thought, just thought. If you don't know how to get your own clients, please don't. Please don't create your whole thing around like let me help you sign more clients just because you're positive that you could. You've taken enough courses and things that you could actually help someone else do it if you got the right person in. If you can't, at least do it yourself, like, unless you've found someone else that you can prove that you have helped someone else. Do it like either you need to have gotten the results you need to, or you need to do have gotten the result for someone else. Like, let's be in integrity with what we're offering here, friends.

Speaker 1:

Okay, and if you're still listening to this great Cause, that was just telling it like it is. That was maybe a little harsh, but that's how I feel about it. So, okay, simple, simple, simple. Let's start simple. So we've got the three examples. We've got a health coach, we've got a brand and graphic designer and we've got me as an example of, like how I could design a passive product offer suite. So it's like a little passive product inception for you and let's start with the simplest passive model you could have.

Speaker 1:

So there's going, there's, you're always going to start with a detonation point. So that's going to be your lead magnet or something that's going to lead someone into taking the next step. So, in like the more traditional sense, your detonation point is almost always going to be a lead magnet that's gated where you have to offer your email address. I think these days you can have a little bit more modern spin on what a detonation point is. They might not have to give their email address an exchange. It could be just like a social strategy, it could be having a DM conversation, it could be running a many chat funnel, it could be all kinds of different things.

Speaker 1:

But you need to have a detonation point in mind of what is going to be the thing that detonates someone into the funnel that's going to lead them into taking action on the first step, which is going to be or I guess you could think about it as the second step. However you want to think about it is going to be your low cost option. So for these examples, I'm going to say low cost membership, because if you were keeping the model really really, really simple, I would love for you to have some recurring revenue and that's going to make it more possible for you to be profitable on the backend, so that if you've got a really low cost membership, it's not just like a one time $7 or a one time $17 or a one time $27 or one time $37. It's going to be, if they stay in in the first episode I talked about, like if someone buys, if you run ads to a $27 product, it is almost impossible that you're going to ever be profitable on that because it's going to cost you more to acquire the sale. So but if you know that someone stays in your membership on average of five months, five times $27 is getting you to $135. So you know that if it costs you $100 to acquire the sale, that if on average someone stays for five months, like you spent $100 to make $35, but now it's at least profitable to move you into the next step of, like all things, all roads lead to your high ticket product. So I also I don't know if that math was right is five times 27, 135, I think it is whatever, it's fine. So all roads lead to that higher ticket product. Well now, if you know that people are staying in in your membership on an average of five months and you're making for every $100 spent, you're making 35, which is abysmal in the big scheme of things, like it's not a good ROI.

Speaker 1:

But if you also know that you can convert X% of people on the backend into your high ticket product, whatever that might be, and you might have to do a little bit more ad spend just for, like, product awareness on that to keep people engaged, and you're gonna. You know you have to use man hours to like build out the rest of that funnel but really, like the rest of it is going to be more gravy for you because you're moving them toward the high ticket thing with already being profitable on the front end. So instead of relying on like they have to move through the funnel because you know that you've only got detonation point to low cost product, to high ticket product and you don't have very many steps in between, you know that you need to mitigate on the front end that the profit margins so that you're not relying so heavily on like what's gonna happen if they don't take the high ticket offer, so that you can say with some semblance of surety that if they don't ever move to the high ticket offer, like you're still going to be profitable at the end of the day, even though it's gonna be, you know, abysmal return on investment. But you'll still make something. And then you'll get better at selling the high ticket thing or whatever. If you. You know, there I guess there's no right or wrong. Like I started to say, if you're at the earlier part of your journey, like this might be a better way to go, but I don't know. I think there it depends on you and your personality and what your strengths are and what you want and all kinds of different things. So I don't know if I actually believe that.

Speaker 1:

Some examples here so the health coach remember that the health coach is trying to capture the high ticket buyer. All roads lead to that high ticket program. So the detonation point for the health coach could be doing reels and TikToks about like recipes and nutrition advice and that will lead into a $15 a month membership and that leads into a private invite into the group coaching program which, let's say, 20 people at any given time can be in, and it's $100 per month. So it's like a hundred K in revenue off that. And then the low cost membership offsets the cost of acquiring the leads to get people in that and so that's a nice little cozy business. And that person remember I said like that person could work their 15 hours a week and call it a day, 15 hours a week, to make a hundred grand a month. Like I would sell that low cost $15 membership all day and like, as long as I was breaking it, like cool, let's break even on that. Or great, like even if we can make $35 on every. You know, every hundred dollars spent, I'm gonna make 35. Like that's not great, but that's just gravy. At that point I make my 10 K months. I'm only working 15 hours a week. Like that's a nice little business, that's a lifestyle business. So that's an intentional offer structure to lead to an intentional client journey that will get this person. What they want is working very little, having a really simple offer suite, having a really simple business model in general. And there you go and great little six figure business.

Speaker 1:

The graphic designer this is a little trickier because we were looking at like well, at the end of the day, like the done for you buyer and the UI, like it's not really intended for a done for you buyer. And this is really tricky when you're selling a lot of low cost templates. So, because it's a bunch of low cost templates, like it's not designed for a simple passive revenue model, you've got to have lots of different things so you could have different bundles. You can have different. We'll get into this but it's not like this is not designed super well for a really really simple model that just goes detonation point low cost, high cost, or detonation point lead magnet, low ticket, high ticket. It doesn't work as well. But you could technically have like a free Canva template and that leads into like a $27 template of the month membership, and then we'd have to get a little bit more creative on what you could offer after that. That's going to make sense, because going straight from like a $27 template into a high ticket offer, like it doesn't work. It doesn't quite work as well. It could. It could if you've got some really specific pieces in play in between, if you've got really specific nurture items in between.

Speaker 1:

What's going to make more sense would be a little bit more robust of a passive model, which we'll talk about in just a second. So if I were going to do this, I might do something like for passive income. I might do like a PDF on making more sales every day, and then that could lead into like a $7 a month marketing membership. That is definitely something I'm thinking about doing and then that might lead into like a high ticket offer. That's like a funnel mentorship program where, like, I'll help you with your, with your funnel. I'm not going to do it for you, but I'll help you build that out so that you can build your own passive funnel, or it could lead into, like how you could do that for other people, like if you're if you're already a VA or something, how you could design funnels for other people. That doesn't completely 100% make sense, but that could be. That could be where that goes.

Speaker 1:

Now, a little bit more robust of a passive model would be to have a detonation point that leads into a low ticket offer that has an order bump on it and then that leads into on the backend of that you're going to have a mid-ticket upsell and then you're going to start to nurture those people and then offer them a master class that leads into a high ticket product and then you know then they would buy that high ticket product from there and if they didn't, then you could put them into a continued nurture sequence and you know all roads lead back to that higher ticket product. So it's that's still relatively simple, but it's a little bit more robust than just detonation point low ticket, high ticket. So you're going in one more time I'm going to say you're going from detonation points, some type of lead magnet, some type of some type of ooh that looks. That's interesting to me, like I'm willing to engage with you so that they can then lead into a low ticket offer with an order bump, and then that's going to lead into a mid-ticket upsell, into a little bit of a nurture with a master class that goes into the high ticket offer. So if you were doing this as the health coach, you might. Let's just keep with the reels and the TikToks and that goes into like buy my $15 recipe guide and then the $15 recipe guide has. So when I say order bump, let me be really clear on that, in case you're not, I said that it's this in part one, but in case you did not go back and listen to it but you, of course you did, but in case you didn't go back and listen to that, or if you just need the refresher, that's totally fine.

Speaker 1:

Is an order bump? Is where, like at checkout, there would be like a little checkbox that says like ooh, there's an extra little offer, do you want to add this to your cart? Where you can add this extra thing, so they're not being moved to its separate page. They're able to add a second product right at checkout without actually moving to the next stage of the process. So, okay, this health coach reels, tiktoks, they're attracting people into the offer funnel just through, like organic social media strategies, and that leads people into go buy my $15 recipe guide, go buy my $15 recipe guide. They go check out for that $15 recipe guide and are offered right at checkout a $10 order bump to have a guide to like guilt free desserts, like maybe it's a little recipe book of guilt free desserts, and then eventually you would know like what the statistics are and what percentage of people take the order bump or don't, which is good data to have. And then you upsell those people when they, on the back end of that, they buy the recipe guide and they take the order bump or not. And then that goes into hey, I've got a nutrition course that's $197 and you can get it for $197 or you can get it for maybe five payments of like 47 bucks or something like that. And then that leads into a little bit of a nurture that goes into a masterclass. That's all about like what they've learned and what they could learn in that higher ticket group coaching program. That's where you're working with the 20 people for $500 a month, or it's a $2,500 group coaching program or whatever that looks like. That's one example for the health coach, for a graphic designer.

Speaker 1:

This is a little bit different because it's going to lead to. Where's this gonna lead? I've taken done for you off the table in this example because it's a different buyer type and that would like we would put a different strategy in place that, like it would really depend on where your people are at. There's a whole bunch of different variables, so I'm going with, like the all roads lead to a different high ticket course in this example. So, graphic designer, brand designer, so there's a free canva template. Let's just say that that's the same detonation point and that's going to lead into a $37 template power pack and there's an order bump on that at checkout for a $27 mini course on branding and design. And then someone checks out on that. They took the $37 template power pack. They either did or did not take the order bump.

Speaker 1:

That's gonna lead into an upsell. That's 157. Everything's gone and end with a seven. Congratulations. If you choose to not end something with a seven, I'm just continuing to use it. But I would love to see someone offer this stuff that doesn't have an end with a stupid seven, just because sales psychology says that people are more likely to buy something that ends with a seven. Whatever Upsell into 157 or 159 or 155 or 156. Wouldn't that be random?

Speaker 1:

Some type of like industry specific elite template bundles? So, for example, you could have template bundles for, like, health coaches and business coaches and financial coaches and blah, blah, blah, blah, blah A whole bunch of different industry specific things. But they all have inside of them like five different design suites that include a lead magnet and an ebook a template for a lead magnet, a template for an ebook, a template for a course guide, a template for an onboarding guide, a bunch of templates for portrait style social media templates, so like they're the long version rather than square, and then a whole bunch for square social media templates and then a whole bunch of story templates and then like to have a Canva website, which is a nice selling point for someone like someone who's buying a template pack like this is probably gonna be earlier in their journey. They're not gonna wanna hire a done for you designer. So if there's a good chance that they're just if they're wanting to hire, if they're wanting to buy a template pack for graphics, they're probably not gonna be like they're probably not going to. There's a good chance that they would want a templated website as well. So throwing that in, like that would be a nice little bonus that you could say like, oh, there's a bonus of you know that you can design a website on Canva and like I'll just give you templates for it, and so you've got a bunch of different specific things based on and it sweetens the deal because it's industry specific Forgot the word Industry specific with a you know a whole robust with a whole robust suite of options on the inside of it. But for you as the, as the designer of all those things, you only have to switch around a couple different things, because the primary pack that has the five different does that like it's all the same thing. And then you design it five different ways and then you break it out into just tweaking little things. To be more industry specific, you change out the you know the stock photos that you're using or you know just like little minor tweaks. So it's it's easier for you. You're working smarter, not harder, and then you nurture them a little bit and then that leads into a masterclass that goes into like a $1,500 become your own designer course or something like that. So that's an example for a graphic designer.

Speaker 1:

For me, if I were going to do this with passive revenue. The the suite could look like I could do. Here's a. This would be fun, this I really might do, even if I have nothing to sell for it, because I think that would be good and you know, like it's just a good, it's a good lead magnet, although you don't like. You don't need lead lead magnets that aren't going to bring people in intentionally to do something else, but it would be good. Lead.

Speaker 1:

The lead magnet is just taking the series that I've created, these three pot, this three part podcast series, and bundle it up and gate it, even though technically, someone could go on my podcast and get it. But, like, people will give their email address for convenience. So I'm removing the option of, like you having to go dig through. You might not have even known they were there, but then, even if you do know they're there, you're not going to have to go dig through my. I produce two podcasts a week. Later this year I'm planning on going to three podcast episodes a week. So there's a lot of, there's a lot of content. You're not going to have to dig through it. I'm just going to gate it and say, like, here you go and it's a little. It's a little bundle that that is convenient for them, that they can just give me their email address and they get the. They get the series nicely laid out.

Speaker 1:

Maybe there's a little bone, there's maybe a template that comes with it, or a little a little, maybe a written guide that outlines everything, something like that, and then, or I could like throw the videos in with it, because I do record all these on video or whatever, and then actually that would be a good idea. Instead of offering the podcast version, I could offer like video versions of it and then doing like a $37 order bump that has like funnel copy templates, so like a lead magnet template and a sales sales page copy template and an upsell page template, because I definitely already have all those things made and a nurture sequence, and then and then like all the email sequences, like I would not have to create a single thing, not for any of that. I'm already creating the podcast series. I've already got the podcast, the audio versions. I've already got the video versions. I've already got all the copy templates for everything I've got. I've got examples that I can show them of. Like these are templates that. These are not templates, these are versions that I've used in my own business that convert well, or I would.

Speaker 1:

I guess I would have to ask permission to offer like client templates that that converted well, which I know clients who would be willing to. Let me use those as examples. And there you go Work smarter, not harder. I wouldn't have to do anything to make that happen for myself. That'd be super simple. So there you go. Oh, I think I skipped. I put the, I put the order bump, but I didn't say what the actual, what the actual offer would be. So 47 mini course on funnel design. So so little podcast series that goes into a $47 mini course on designing a funnel with a $37 order bump with the funnel copy templates that's the right way of saying that. And then they say yes to that. Then on the back end they would get upsold maybe into a hundred ninety seven dollar ads program to run paid funnels and then that would go into some type of masterclass where maybe I would do, maybe I would have like a $2,500 course on passive income and I would off, you know, like coaching calls with it every so often. So it would be like a really robust course but there would be some component of live coaching that comes along with it or something like that.

Speaker 1:

Then the third option is that there could be a you could have a very robust offer suite and this I'm not going to go all the way into because there there's just so much nuance to it. But essentially what this would look like is a lot more low ticket offers with order bumps and more mid ticket offers. So this would work really well for, like, the graphic designer option or anyone that has a bunch of templates, templates but it's generally a lot of work and it's something that's going to be more advanced, where you're just essentially bulking out the middle. So you've got detonation points and then you've got all roads lead to some type of high ticket offer and you're just building out the, the ways in which someone can go back to that higher ticket offer. Or, if you know that, like the higher ticket offer is not going to be as feasible for you like that's why I said it's it's maybe a good option for that the graphic designer type person that's got a ton of templates to sell where you're just like constantly moving people through, like more templates, more templates, more templates Like that's an option for you as well, but that's a more robust offer suite that you could look at doing. And then the last thing that I want to talk about is where you've got like a really profitable front end option, and I would say that this is probably going to be for more of an established business owner, because you need a bunch of different moving pieces and credit where credit is due. I got some of this from Shannon at the social bungalow, like she taught this, and I was like, well, this is so like this is a really interesting way of doing funnel design and so totally I go credit her for this. She's got a product called passive oh my gosh. No, it's not passive, it's called oh my gosh, it's BEB, it's business expansion blueprint. That's what it's called business expansion blueprint and I think it teaches all this stuff so you could go learn about it.

Speaker 1:

There you go, so you'd have something that's like a detonation point, that lead magnet, whatever that is, but then you're going to double dip and go into a second detonation point. So there's going to be like a double dipped lead magnet. So you're going to have two that complement each other really well and it just gives people two different options of ways to opt in and they could easily just opt into one, and that would be great. Or they could opt into both and they would just get a more. They would. They would just get, you know, more options, which is great. So you've got the, the detonation point, the double dip detonation point, where you have the second, the secondary option. So I'm going to take one or both and that leads into your mid ticket offer. So that's why I'm saying it's a more profitable front end because you take them straight into your mid ticket offer as your anchor offer. This is what Shannon talks about this, where she calls it an anchor offer. So you're using that as your anchor, so you're profitable right on the front end, and then that leads into a high ticket upsell after a certain period of time and then if they don't take the high ticket upsell, then you downsell them into something lower ticket.

Speaker 1:

So what this could look like is you've and I'm not going to go into all you know the what the health coach could do and what the graphic designer could do and what I would do, like you can use because this is for a more established business owner, like you could think about this what this would be for yourself. So you could have like a quiz on the, on the, on the front end. That could be your first detonation point, and the quiz would maybe talk about like why, why you're not getting the solution that you're looking for, like why you're not getting that desire that you want, which, because you're always speaking to the solution that you provide, you always want to keep the solution that you provide in mind. So it could be like these are the reasons, like what might be the thing that's holding you back from this. And it might not like the, the marketing of it wouldn't necessarily be that way, but it might be like your next step to achieve.

Speaker 1:

I guess I will give an example here, for, like the health coach, it might be like your next step to being able to fit into, you know, to fit into your high school, to fit into your high school genes, without following any fad diets or something Like what's the next step? Like what should you follow? So there's like a quiz, cause everybody loves a quiz. So it's like a quiz. And then you would do like a double dip which leads into a, which is a masterclass. So someone could totally go into the masterclass without having opted into the quiz and they would still get a lot out of it. But essentially it would work well with the quiz because the masterclass would essentially like go through, so let's say, the lead magnet. The quiz had four different options. So if it was the health coach, like the four different options to be able to fit into the like what's your next step to be able to fit into the high school genes without using fad diets option one, option two, option three, option four, based on the quiz answers, like the masterclass could go through each of those four things as the teaching points of that masterclass. So someone who did do the quiz would like they would be. It would just be like an extension of their learning experience, so they would just get more out of it. But they wouldn't have had to have gone through the quiz to actually get what was being offered within the masterclass, because it's all being explained there.

Speaker 1:

And then the masterclass would lead into the mid-ticket, mid-ticket, anchor offer. So, like you know, maybe something that's like a thousand bucks and then you would upsell them into your higher ticket offer. So let's be more specific on this. So let's say it's a 997, because everything ends in a seven a 997 self-study program that has some type of community element. And then, let's say, after like a month or six weeks or whatever, you upsell those people into a mini-mind that offers like some type of done with you support and feedback on what it is that you're learning in that self-study program, and that could be like 2,500 bucks. And then anyone who doesn't take that that little mini-mind upsell offer would get downsold into like a $500 coaching call add-on so they could add on some coaching call support. So there you go. That's, you've got detonation point, double dip, detonation point, mid-ticket anchor offer into a high ticket upsell after a certain amount of time. And if they don't take the high ticket upsell, then you down-sell them into something that's lower ticket. So there's a bunch of different options for you.

Speaker 1:

So to recap what all that looked like, number one when you are starting to do this, you have to understand the solution that you offer all the way across the board, from a macro level and a micro level. So you know your macro solution and you were reverse engineering it to offer micro solutions along the way. And then when you go to design your funnel, you want to keep in mind who, what, when, where and how. So who is this specifically for? What's the end goal, with intentional steps to get them there. When are they going to receive each of the different pieces of the solution so that they have different steps to get to the different solutions offered? Where is each solution going to be offered? So, where are you going to offer upsells? Where are you going to down-sell them? Where are you going to cross-sell? And now that you sort of understand the couple, the different models that you could use, that hopefully will make more sense of the different ways that you could move pieces around, of where they'll be offered each of the things.

Speaker 1:

And then, how is your solution unique from what else is on the market? I don't know if I remember saying that in the beginning. I think I got distracted. I think I got distracted. How is your solution unique from what else is different on the market or for what else exists on the market? That's also really important to understand. So we talked about a simple passive model product that's a detonation point into a high ticket or into detonation point into a low ticket offer. I would love a low ticket membership so there's some type of recurring revenue into a higher ticket product.

Speaker 1:

The more robust passive model that has a detonation point that leads into a low ticket offer with an order bump that has a mid ticket upsell on the back end of checkout. That leads into some type of nurture that goes into inviting them to a master class, which would lead into a high ticket offer. Or you could create a really robust offer suite where you're really building out the front end of that. So you're building out, maybe you're building out detonation points. You're definitely building out the lower ticket offers, the order bumps, the mid ticket offers, and then there's the profitable front end option. I don't really have a good name for this, it's just the profitable front end is where you are offering a detonation point. You're double dipping so that there's a secondary way to offer free value, and then that's leading into the mid ticket anchor offer and then from there you would upsell them into a higher ticket offer and if they don't take that, then you would downstill them into the lower ticket offer.

Speaker 1:

Whoa, I said this was gonna be like a master class. I think it was like a master class. So that's so many different options for you. I hope you got so much value out of this. Here's what I want you to do. You got this completely for free. If this was helpful for you. I want you to, unless you were driving your car. Please don't do this. But do this like, make yourself an internal note. Please go do this If this was helpful for you, because this really was like a little master class. Please go leave a review on this podcast, because I give a lot of stuff. A little bit Like, my intention with this podcast is to give a lot of free knowledge, because I don't sell too much in the way of like low ticket stuff.

Speaker 1:

Like my model is very much high ticket, low volume, as we talked about that and so I want to give a lot of free value away so that your business can get to the point where you are ready to hire me and maybe you will never be, maybe I'm not the right fit for you, and that's fine, but in the meantime, like I wanna offer a lot of value on this podcast.

Speaker 1:

I hope that this did that for you. I hope that we'll come back for part three to talk about how you can promote things and if you are so inclined, I would very, very much appreciate a glowing review, preferably a review that has it's a written review, because that really contributes to the podcast algorithm. So I'll catch you in the next one, just as a reminder. Be really intentional around your steps and test everything, because it really likely is not going to work on the first or the second or the third or the fourth or even the fifth or maybe even the 10th time. You just have to commit to continuing to this. Continue continuing with this, so I will catch you in the next one. Have a great rest of your day.

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Adriane Galea

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