Foundations for a $10K Offer

You are capable of selling a high-ticket service (Day 1 of 5).

Welcome to Day 1 (of 5) of my "$10K Offer: Starter Blueprint" for Coaches.

I'm glad you're here.

Today, we're diving into Step #1: Foundations for Your $10K Offer.

Many coaches experience sleepless nights filled with worry about revenue.

They have strong skills and a deep desire to help people get what they want, but they haven't crafted a clear offer that serves as the long-term foundation of their business.

Instead, they embrace this major pitfall: Creating an "affordable offer" (like a course) because they're afraid to sell a high-ticket offer (like group coaching).

This is where the stumbling begins. And it only gets worse.

Coaches make the mistake of over-focusing on affordable pricing and entry-level offers instead of the most valuable ingredient for 1 core offer: the pathway that leads to the transformation (more on this in a second).

The result? Crickets.

At best, a few sales here and there. Nothing exciting.

Here's the truth: Crafting an offer from the motivation of affordability is operating from a scarcity mindset. It attracts low-ticket, needy buyers who will eat your time.

Let's go deeper into understanding the problem so we can avoid these costly mistakes:

1. The DIY Delusion: DIY stands for "Do it Yourself." Many coaches try to create a low-ticket DIY course or subscription community. While these seem like basic starting points, they often lead to overwhelm, lack of completion from the buyer, and the need for massive sales volume to be profitable. At first you think, "this will be easy to sell because I'll add so much value at an affordable price." But these offers quickly turn into high-maintenance time-sucking fiascos because they don't attract high-ticket buyers who have a sense of direction. Instead, they attract needy buyers with thousands of wants, resulting in you working 80 hours per week for tiny earnings (it's a nasty business without a supporting team and a big marketing budget). Finally, they don't actually help people achieve big transformations because they end up creating more questions than answers.

2. The Bad Label: Spending all of your time marketing a low-ticket offer to low-ticket buyers means 1 thing: high-ticket buyers will know that YOU are the low-ticket coach and they'll look elsewhere for their needs (even if the information you have in your program is for them, they won't believe it). They'll label you in their mind as "the person who has the cheap course or whatever."

3. The Confusion: Then, when you eventually try to launch a high-ticket offer to replace your low-ticket offer, you have to rebuild for high-ticket awareness. This leads to a fragmented audience because everyone became familiar with your offer via your content. Now, getting results is going to take twice as long because you have to change your entire marketing approach. This is exactly why we want to get our offer right from the beginning. It influences EVERY single thing we do.

Never forget this: you ONLY need 1 clear offer that solves 1 specific problem for your target buyers. And until you can repeatedly sell this 1 core offer, you shouldn't worry about other offers. At all.

And your offer can be priced much higher than you currently think.

5 key insights for getting your offer right (#4 is my favorite):

1. Simple Leads to $imple: never forget that clarity is king. Your offer should be so clear that you can explain the problem you solve + the tangible end-state your clients get, in one sentence. If you can't, it's not ready.

2. Focus on Outcomes, Not Processes: People don't buy processes; they buy results. Selling a process is like offering homework—no one wants that. But everyone loves a tangible outcome. For example, instead of saying, "In my program I'll help you generate leads," which sounds like a process, frame it as an outcome: "In my program you'll get constant leads."

3. Solve 1 Big Problem: Don't try to be everything to everyone OR even everything to 1 person. Focus on solving 1 significant problem for your target buyer. It doesn't mean you won't be solving other hyper-relevant problems, but it does mean you'll solve their biggest problem. For my clients, that's crafting a $10K offer. But I also help them market it, sell it, and service it. But if they can't build the foundation of their $10K offer, then marketing, sales, and servicing won't matter. So, we always start with the offer, first. It impacts every facet of their business: content, emails, sales calls, DM scripts, lead magnets, networking, and beyond.

4. (My favorite) Sell the Pathway to the Transformation. This is critical because common advice says, “Sell the transformation” only. This is what leads to big promises and pissed off clients. If people buy into your program without understanding the checkpoints that get them to the transformation, then you'll poorly manage expectations from the beginning. People will expect way too much from you and the pressure to deliver will get increasingly uncomfortable. To get this right, break your offer into a clear pathway with 3 checkpoints. Show clients the step-by-step journey they'll take with you. What's the 1st goal they need to achieve? The 2nd? The 3rd? Connect these and you'll be selling a desirable journey (see the example in the "Action Step" section).

5. Create a Tangible End State: Your checkpoints should lead to a measurable outcome for your clients...a tangible end state. For example, a Mindset Coach's end state might look like this: “From inner defeat to inner confidence.” Your buyer goes from feelings of insecurity, anxiety, and complacency to confidence, clarity, and adaptability (see the "Action Step" section for another example below).

Action Step.

Take 30 minutes today to write down the tangible end state your coaching provides.

What's the before and after state for your target buyer? Break this into 3 clear checkpoints. These checkpoints become the pathway to the transformation. They are the goals your client must achieve to build toward their final transformation.

Here’s an example with my offer in “Coaches who Close.”

My tangible end state: equipping coaches to build their pathway to $50K/Months without working 80 hour weeks.

1. Checkpoint 1: Offer + Leads. Because if you’re stuck “chasing and attracting” leads instead of creating clients, then it’s over before it begins. I teach my clients how to get constant lead flow from scratch — especially if they have a small audience — on the foundation of a crystal clear $10K offer.

2. Checkpoint 2: Sales. Because if you get leads but don’t know how to lead a sales call, virtual event, strategy session, or DM conversation with my “Sell Probability Like a CEO” method, then you end up with a hollow coffee chat.

3. Checkpoint 3: Enterprise. Because if you're adding clients, then you need a business process that won’t eat your time. Here, I teach coaches how to develop their client experience so it’s fluid, easy to operate, prepped for scale, and fun... so clients are eager to refer people.

These checkpoints form the foundation of my offer. Use them to begin ideating with your $10K+ coaching offer.

BONUS INSIGHT: your niche isn't as narrow as you might think.

At its core, every coaching offer addresses fundamental human needs: time, wealth, health, relationships, status, and feelings of safety.

Your job is to show how your offer serves these universal desires. The above desires (or a combo of the above) is your "niche."

A powerful $10K offer isn't about cramming in more features or promising the moon. It's about creating a clear and compelling pathway that leads your clients to their desired want.

When you nail this, you'll have an offer you can sell on a sturdy foundation. And if you can sell 1 offer to 1 person, you can sell it to 1,000.

Tomorrow, we'll dive into Step #2: Mastering the Art of Pre-buy Experiences.

It would be 1 expensive insight to miss.

Ryan

PS) If you’d like to learn my offer model (the one that earned me $1M in coaching sales), then I’m hosting a live training here at no charge: https://coacheswhocloseworkshop.com/$10KOfferFoundations-