Advantages of a bleeding neck prospect

Over the past 2 days The Aussie Hermit has spoken about “market selection.”

And how, if you want to sell high-ticket, this is more important than anything.

Even more important than your offer or what funnel you choose.

And so I thought I’d round out this series with one more email that goes into probably the most critical thing when choosing a market if you want to sell high ticket.

And, it’s actually something Anthony (the subscriber who wrote back in the previous email), brought up in his latest reply back to me.

Just before I get to his comment, some context for those that missed the previous two emails:

We were talking about the market of “dog owners looking to train their dogs.” And how owners of dogs who perform/compete in shows would pay more than just a regular owner who wants to get their puppy trained.

However, as you’ll see, there’s another type of dog owner willing to pay more to get their dog trained than a regular dog owner.
I’ll let Anthony explain:

“Right or even things like DOG aggression where you can also charge top notch because those dogs are on the verge of getting rehome or put down and how much is the relationship with losing their dog worth.. priceless the dogs life is at stake Maybe even more than competing in a dog show!!”

Great observation.

And I don’t doubt this is true…

If you have a dog that’s aggressive toward other dogs or worse - humans - and you love that dog, then you’re going to pay an expert more get help taming that dog (more than you would a regular dog training program).

But why?

What’s the underlying reason that makes this the case?

Well, the first reason is - this is a specific/niche problem.

And with specific problems comes more specialist skills required to solve them.

And with more specialist skills comes higher fees.

But that’s not the #1 most critical thing I’m referring to in this email.

(Although it is still very important)

The #1 most critical thing, and why you’d be paid more to help aggressive dogs, is because this is an urgent problem.

(As Anthony smartly pointed out)

It’s simple…

More urgency = more serious = more pay.

And it’s the same with coaching.

When choosing a high ticket market to go into with your coaching, the #1 most important thing you need to do first is pick a prospect with an urgent problem.

(World famous marketing expert, Perry Marshall, calls it a “bleeding neck problem”)

The reason this is important is because with an urgent problem there’s obviously an inherent urgency in getting it solved.

(Hint: This makes it far easier to get them to click your ads, sign up to your list and book appointments. However, choose a problem that's not urgent and you'll be struggling for any appointments).

Further, if the problem is an urgent one that’s hard to solve (like saving their marriage, getting clients, or stopping their kids failing school etc), then they’re going to pay you quite a bit to solve it quickly.

(Hint: pretty much every problem we coaches solve is a hard one. So you can rest assured, you already have this covered)

Finally, if this is an urgent problem that’s hard to solve plus it’s for a niche market, then you can charge even higher.

(Just like how a specialist doctor charges more than a GP)

If I had to make up some type of “high ticket formula” it would look like this:

Urgent Problem X Hard Problem X Niche Problem = Prospects Willing to Pay You a Lot.

Make sense?

I hope so because it’s critical for market selection…

It’s critical if you want to charge high ticket…

And oh so critical if you want your campaigns to convert.

With that being said…

Picking your “urgent problem” (plus getting clear on your niche) is the first thing we do inside The 15 Minute Client program.

It takes precedent over everything.

Yes, I help you craft your high ticket offer…

Yes, I help you build your list with quality leads using paid ads…

And yes, I show you how to turn that list into high paying clients sending one email per day.

But none of that works unless we get the market right first.

Spend the time getting your market right using The Aussie Hermit’s proven processes, and you’ll see how it finally leads to high-converting marketing campaigns.

To know when spots open next, put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra