A friend of mine JUST launched a brand new offer in the online marketing niche (his identity shall remain hidden for privacy and respect)
This buddy of mine… he’s good.
Prefer to listen? Check out the podcast:
Like really good.
And his ability to teach, coach, and “spill the beans” on what’s working and what’s not… also very good.
And his content, connections, and pretty much everything else about him… also really, really good.
And the details surrounding this offer… again, really, really good.
So it’s an interesting case study and a powerful reminder to watch what happened when he opened this offer up to the general public.
First some context… then the results…
Context:
The new offer he put out there is a literal FRACTION of what access to his training normally costs (before we were friends I paid 100X more to learn from him – actually maybe 1,000X more because I bought a lot of time… but that’s a story for another day)
Plus there are bonuses, extra freebies, and some other cool things that make this offer pretty darn compelling.
Basically… It’s a good offer and it’s well presented. Some may even call it a no-brainer offer or a “shut up and take my money” offer.
Results:
So… what happened?
First, the obvious… some people took the offer and signed up quickly and without resistance.
BUT… that’s not what’s interesting (and so let’s move on to the good stuff…)
What’s interesting is what happened in the comments below the Facebook post where the offer was announced.
Let’s compare the comments and reactions for a previous $10,000 offer and this one at $100
Higher Price: The higher priced offer seemed to go off without a hitch. People were in. Or they were out.
Sure there were a few questions (hey I’m not knocking due diligence) but basically, it attracted action takers and those serious about building their businesses. There were no “side-hustlers” here. And the buyers were all-in. Serious. Professional. And all with a pretty solid business behind them (necessary to require covering the 10k price tag)
Lower Price: The lower priced offer attracted a much different clientele and the number of interrogation-style questions, “tire-kicker-esque” attitudes, and pain-in-the-ass customer inquiries (before even becoming customers as well!) were off the charts in comparison to the $10,000 offer.
Every conceivable question and objection one could ever consider came up.
Then came up again and again… (because people apparently can’t be bothered to take a quick look through the comments).
And given the manner in which these questions were asked I would have done everything in my power to PREVENT them from buying and becoming customers.
The takeaway point?
Your pricing strategy dictates the type of customer you attract.
(This point proves itself just by walking into ANY store, EVER, and looking at the clientele and how they differ from other stores)
The choice is yours of course…
But make sure you’re strategic about who you really want to attract to your business.
