Some researchers asked a group of people how much they would pay for a pair of gold earrings.

In one experiment, the average price people would pay was $99.

In the other experiment, the average price was $599!

WHHAATT? Why such a big difference?

Some researchers asked a group of people how much they would pay for a pair of gold earrings.

In one experiment, the average price people would pay was $99.

In the other experiment, the average price was $599!

WHHAATT? Why such a big difference?

It all had to do with the BRAND.

To the first group, the researchers said ‘These are a pair of earrings from Walmart.’ What would you expect to pay??

To the second group, they said ‘These are a pair of earrings from Tiffany’s.’

Same earrings. Different BRAND. Massively different price people are willing to pay.

So how do you set yourself up as a High-Ticket Brand?

You need 5 key elements:

1: A High-Ticket Avatar

If you believe that your audience is grade-school teachers, you don’t have a high-ticket avatar. (The exception is IF you sell to the school system itself!)

I don’t believe that you only target rich people if you want to sell high-ticket. You do have to target people who are willing to spend top-dollar on the particular transformation or outcome you sell, and have some disposable income.

For example, many people will spend top dollar on pets, but not on themselves. Or they’ll spend it on a hobby, but not their home.

Make sure you’ve identified an avatar willing and able to pay for what you provide.

2: A Specific Promise

One of the biggest problems that keeps people from creating high-ticket brands is that the promise of what they deliver is too vague. Happiness, joy, or clarity about your inner landscape, may be wonderful things to deliver, but they’re harder to sell.

Figure out the specific outcome that you offer, in language that’s clear to your high-ticket avatar, and you’ll have a much better chance to be perceived as a high-value brand.

3: High-Ticket Messaging

Does your marketing language sound like you’re apologizing??

I remember talking to one person about the services she provided, and she said ‘I have to charge X, because I’ve got to feed the kiddoes!’

Definitely NOT a high-ticket brand!

Tiffany’s doesn’t apologize for their pricing. Neither does Rolex, or Sak’s.

Decide if you’d rather be the Walmart, or the Sak’s, and make sure that your wording reflects that.

4: Confident Energy

You have to carry yourself like a reflection of a high-ticket brand.

This means that your videos need to be confident, and you need to come off as confident in your marketing and sales interactions. Confidence is one of the hallmarks of a high-ticket brand.

5: A High-Ticket Price Point

This may seem obvious, but if you want to be perceived as a high-ticket brand, don’t sell stuff cheap. Don’t discount your services.

One great way to do this is to use round numbers. $500 sounds more high-ticket than $499 or $497. Better yet, charge $1500 🙂