Selling Low Ticket Without Cannibalizing Your High-Ticket Offers, Turning Ideas into IP, and Knowing What To Sell When: The Business Breakthrough Hotline

Speaker A: I've seen people still telling everyone in 2026, oh, just sell one thing. Sell one thing, and you'll be fine. And listen, I sold one thing for seven years, and I would be the first person to tell you that back in the day, that worked exceptionally well. That does not work in the market of today. Welcome back, everyone. This is another episode of the Business Breakthrough Hotline, where you get to call in live and ask your most burning business question, and I help you create a breakthrough. All right. Welcome to the show. Good morning. How are you?

Speaker B: Good morning. I'm very well, thank you.

Speaker A: Why don't you go ahead and introduce yourself, tell us a little bit about your business and share your question.

Speaker B: I am Andrea Anderson, CEO of, um, the Productive Environment Institute. And we help professionals get organized so they can accomplish their work and enjoy their lives using our sort of success system. Our audience is Primarily women over 50 who still have dreams and goals that they want to pursue, often while they're juggling business, home, and responsibilities, like many of them are managing paperwork for aging parents. So we see a lot of that. And my question is, I'm. I'm new to Substack, thanks to you. And I want to use a paid substack tier. I have it set up, and it's set up for paid to lead people into our SOAR program, building on the content and programs that we already have. And I would like to hear from you, like, how would you connect the paid tier with the monthly campaign approach that you teach to create a simple path from free subscriber to SOAR client?

Speaker A: Okay. Amazing. I love it. Well, congratulations, and welcome to the Substack journey. It is a great place to be a creator in 2026, and certainly, I think, a great focus and use of time. So your question is, how are you making the connection for people between the paid tier and then having a campaign strategy? Yes.

Speaker B: Yes.

Speaker A: Perfect. Okay, so what you want to think about with a campaign is you're just literally going deeper into the. The basic principle that we always talk about of market, uh, moment match, number one, and then number two, how do you create scarcity and urgency that actually drives people to buy? Because the bottom line is we are humans. Humans are procrastinators. And unless we give people a specific reason why there is a limited time, a limited quantity, and a reason to act now, chances are they won't even. Andrea, if they know you can help them, they know that you have the solution that they want to need. They know that working with you is probably the right next Step until you give them a reason, they're probably going to sit on it and say, yeah, uh, yeah, uh, yeah, when it, when things calm down. Right? How many times have we all said that to ourselves? So when you think about your campaign strategy, what you want to think about is what is a micro problem that you can pull out of the larger body of work that you have that you can solve that gives them something uber specific and instant that they can only get access to in a certain, uh, price point for a certain amount of time and then ultimately having a certain quantity. Right. And so what I would think about is you can do a campaign strategy where basically when they become a paid subscriber, so when they become a paid tier subscriber, they get ABC XYZ bonuses that are only available for an extremely limited time in a limited quantity that otherwise would cost substantially more if they bought them any other way at any other time. And ideally, and this is what we do a lot of times, Andrea, when we're doing a campaign, people can buy those things separately, but they can buy them separately for significantly more money. Right? So what you want to think about is how are you driving them to become the paid subscriber by also having instant ROI for them that they gain access to immediately? I think one of the reasons, Andrew, why people get on substack and then they have a hard time growing their paid tier is that to their audience, it just feels like they're paying to get more content. And a lot of people are just already at, uh, capacity. They already feel overwhelmed. So the question that you want to ask is how can you offer something that one feels instant, one feels like it's very quickly digestible for them and solves a problem immediately versus a future promise of getting more content? And there's a huge distinction there. And that's why the campaign strategy works so, so, so well to build your paid tier. So what comes up for you when I share that with you, Andrea?

Speaker B: It makes sense. Uh, immediately I'm thinking, okay, what do I have? What should I do? So for the first thought that I have is I have a $97 workshop that is currently evergreen.

Speaker A: Okay.

Speaker B: I do feel like the workshop actually gives, it gives, it truly gives a lot of value, probably more than more content than I probably should have in it. Um, so if it's 97, then, well, first of all, should I even include that as a paid tier bonus or offer? And currently my Pay tier is $80, so do I increase the paid tier to 97 so it matches that item or as, ah, you just said, I think have it a discount. Basically. They get it cheaper, they get it less. I don't hate use or cheaper, but they pay less if they do it through substat versus going to our website.

Speaker A: I mean, listen, I think it's two different questions, right? Because I think that if you want to increase the price point of the paid tier, you should go ahead and do that. Uh, I don't think you need to increase the. Increase the price of the paid tier for the benefit of the product being $97. Because it's amazing if actually, like I said, if when someone goes to buy that product, it would be more money and they are actually getting substantial savings by doing that. So you could increase the price of the paid tier and you could also increase the price of what they would get that workshop for if they were to buy that independently of subsec. Does that make sense?

Speaker B: Yeah, makes sense. Uh, yeah, yeah. So the. Is. Is it a good idea to use the workshop as, as kind of the main anchor for the paid tier? And as I said, it currently is an evergreen. Should I continue with that or should I start doing live monthly workshops again? I used to do them.

Speaker A: Yeah. I mean, I think that's, uh, again, I think that's personal preference. The question is, Andrea, does the workshop solve a problem that is very urgent and on the minds of your audience right now? That's the question.

Speaker B: Yes,

Speaker A: yes, it does.

Speaker B: Yes, it does. Uh,

Speaker A: that. I think that's fantastic to have that as the anchorage. And then I guess from there you get to make a decision. Do you want to use live streams as a way to engage your larger audience and then sell into the paid tier, or do you want to use live streams as the value that they get in the paid tier? Obviously you want to be continuously adding value to the paid tier. So you're going to want to offer other things beyond just the workshop initially. Although I think it's fair fine to use the workshop as the anchor for getting people in. And uh, when you think about your live streams, I would just think about like your entire growth strategy. Whether you want to have those live streams behind a paywall or whether you want to use those live streams to actually get people behind the paywall and then offer other things once they're there. You may want to reserve using those live streams to engage your full audience to try and make more sales for the paid tier and then create more evergreen things that the paid tier are going to get. Does that make sense?

Speaker B: Yeah, yeah, that makes sense. Yeah. Okay. Last thing related is, um, I'm big on systems and sequences. So if I were to do something, let's say, because I have the evergreen, should I, as far as monthly, should I pick, like the third week of the month? We do, you know, it's that. Is that how you do your campaigns? Is it. Is it like on a specific payment or sequence?

Speaker A: Yes. So basically the way we do our campaigns is we do a sub SAP campaign essentially every other month in between the other market facing things that we're doing. Does that make sense? So we use subset campaigns almost as like a rest period for the audience on whatever our larger topic is that we're talking about. Does that, does that make sense? So I think what you should think about, Andrea, is like, what is your overarching cadence that you want to follow in your marketing calendar? And then look at what role you want subset to play in that marketing cadence. Does that make sense?

Speaker B: Um,

Speaker A: and that's exactly what we did. We were like, okay, you know, we want to have something that we're doing essentially as a campaign every month. We're not going to be launching all the time. We don't want to be launching all the time. A substack campaign is a great thing to do in a month where you don't have another large scale campaign going on. And it's a way to be making sales every day, uh, and get a large quantity of sales in a really short period of time.

Speaker B: Okay.

Speaker A: Does that help?

Speaker B: Yeah, that helps a lot. That helps a lot. Thank you. Yeah.

Speaker A: Okay, great. Awesome. Well, thank you so much for coming on to the Business Breakthrough Hotline. Andrea, it was so awesome to have you here today.

Speaker B: Yeah, thanks for having me. I appreciate it.

Speaker A: Absolutely. All right, for everyone listening, this is the Business Breakthrough Hotline. And guess what? You get to dial in or call in or submit a question to the confessional. And when you go to 916-418-9799, you can submit your question. And my team will either pull that question and they'll have me answer it live on the show solo, or they may even invite you to come on live and ask your question. So if you have a burning business question that you'd love to get answered on the show, either submit it in or post it to my team in the text line 916-418-9799. And you'll have a chance to get your question answered live. We'll Whitney is up with us next. Hey, Whitney. Welcome to the Business Breakthrough Hotline. Hi, Kelly.

Speaker C: Thanks so much for Having me

Speaker A: so excited to have you here today. So why don't you go ahead and introduce yourself and your business and then share your question.

Speaker C: Thanks so much. So I started my online business supporting women to hone their personal brands to get clear on their uniqueness and align their messaging with their mission and impact. But along the way, I find the work, it's more of a process of taking ownership of who they are and their magnetic presence and their expression. So along my own journey as well, I ended up apprenticing with a spiritual mentor and I started working with my clients to really hone their personal brand in terms of how they show up energetically. So I really do find at the end a strong personal brand. And how you show up in business or any leadership role is a very intuitive one. So this comes to my question today. I find it's like so many things in one, so I'm going to try my best to be so clear. So I'm actually working on my signature system and the trust building offer. I've been following your work on those perspectives and I really love it and I want to implement that to my business. But I'm having such a hard time deciding how to talk about it because if I were to hone a trust building offer to dial in on one problem, it's coming to how we could connect to our intuition better. So it's very energetic side of things. But then in the overall perspective, I really want to help people and how they show up and that's really what I believe in. So the personal branding piece, that's where it's coming from. So I don't know how to think about it, to talk about it, to get clear on marketing it.

Speaker A: Okay. I love this question so much. Whitney. So I'm so happy that you're on the show. I literally feel like you're going to help so many people just by you coming on and sharing. So thank you. And I want to flip this around and say this is the best problem to have ever. You know why? Because this is going to force you to design your own IP and to get clear on, uh, on. Instead of one singular idea that you're now trying to take all these singular ideas and you're like, well, how do I market this? How do I share this? Because it's not one thing. No, no, no. Instead you are going to name it, you are going to claim it, and you are going to frame it as IP that brings together the energetics of being confident, being seen, the ability to hone your intuition and the personal brand that's going to allow you to get paid for your expertise. Okay. So I want you to literally take this as a line in the sand moment that you are being called up to the next level. Whitney, and you came here to the business breakthrough outline today because you are meant to turn this into a framework that you become known for where you're bringing together energetics, intuition and personal brand to help women shine.

Speaker C: Just the way how you said it sounds so good.

Speaker A: It's all you, all I'm doing is reflecting back to you what you just said. But instead of you thinking about this as uh, singular ideas that you're trying to figure out, how the heck am I marketing this? Because it's not one thing. Instead, what you want to do is you want to come up with a name for this formula and you want to become known for this framework that then you brand, which actually is going to significantly elevate your business, your brand. And it's going to allow you to paint an understanding in the mind of your audience of how these three things come together. And the women that understand, like, yes, I am afraid to be seen and yes, I'm not always trusting or in tune with my intuition and therefore I have trouble building my personal brand, are going to realize, oh my gosh, I need to figure out how to bring these things together and I need someone, a mentor that can show me how to do this. Make sense.

Speaker C: Yes. Yes. So would you, would you think that I. I would think about this a little bit more on the overall because like the way that I was thinking of the signature system, the way that from your intensive. I was looking at it from the different faces.

Speaker A: Mhm. Mhm.

Speaker C: And then I was thinking like how to put it together as a trust building offer to my private one to one because that's my high level of offer. So that into the ecosystem. So do you think I would actually work a little bit more on the overall ecosystem first? Like to how to talk about that first and then go smaller into what the trust building offer would look kind of

Speaker A: to me. So to me from what you're saying, Whitney, these three things come together in the framework that women get access to when they work with you deep dive one on one in your high paid offerings or in your high paid group offerings, your trust building offer should pull out just one itty bitty tiny micro problem. And by the way, you can have like 10 of these. Okay. Where you're just solving the one thing that's keeping them stuck. You're just solving the One thing that's keeping them from taking action. And then once they start taking action, they're like, oh, my gosh, I can do this. Yes. This is amazing. You're like, yeah, but look what this could be for you if you actually put all three of these parts together and had a system for how you're growing your personal brand and getting paid for your expertise. Right?

Speaker C: Yes. Okay. Okay. So this is, um. Thank you so much because I was wondering, when I break it up, it always, always for me is to start with building the strength in your own intuition. So, like, I feel like I'm diving more into how to work energetically and missing the whole big picture. But I think what you said just now kind of unlocks something is how to move them in one action.

Speaker A: Yes, yes. Because the whole goal of the trust building offer is to get them from stuck to unsuck and to recognition that you are the person that can help them not just go from suck to unsuck, but from suck to unsuck to their big dream. Right?

Speaker C: Yes.

Speaker A: Yes.

Speaker C: Okay. Uh, thanks so much, Kelly. This is so good. I feel like I have a really good direction now.

Speaker A: You are

Speaker C: welcome.

Speaker A: So happy you came on today because actually, I feel like this was a question that can help so many people. Also, I think for all of us, we know that our work is so many elements. There's so many things that go into the transformation that we lead people through. And sometimes it's hard to simplify it down into one thing because you have the burden of expertise, you know, everything that goes into it. And that is why IP and frameworks and formulas are so powerful, because it allows you actually to give a name to your system so that you do have one thing to talk about, but that you're not missing out on the key elements, uh, of weight, what make your transformation work so well. So very excited for you. Whitney. Thank you so much for coming on the show today. Did you get your business breakthrough on the hotline today, Whitney?

Speaker C: Oh, my gosh, yes. Because this. This is, like, what I was wrestling with, and this is so good because I feel like now I. I'm ready to go and create my ip.

Speaker A: Yes, you are. Yes, you are. Thank you so much for coming on the show today. Don't forget that sharing is caring. So if you're excited about this conversation, make sure you go share it online and tell everybody. Listen to the business breakthrough hotline with Kelly Roach. All right. I want to remind everyone listening that when you ask a powerful question on this show, not only do you get to have a breakthrough for your business, but you're going to get to help a whole lot of other people too. So Remember, you text 916-418-9799 with your breakthrough question and we're either going to invite you to come on the show to ask it live, or I will take it as a written in question for, for the Breakthrough Confessional. 916-418-9799. We're going to go to our next guest. Hi Dina. Welcome to the business breakthrough hotline. How are you?

Speaker D: Hi Kelly. It's uh, so nice to meet you. I'm doing well,

Speaker A: so happy to have you on the show today. Can you tell everyone a little bit about yourself, your business and what your question is?

Speaker D: Yes. It's such a pleasure to be here. I run a company called Way of the Founder. I'm a business and mindset coach specific specifically for coaches and online business owners who have followed their purpose into business. I support my clients both with launching and with scaling their business in a way that feels really purpose aligned and is putting relationships and service at the center of their business. And on top of that, a lot of my clients are actually location independent, much like me.

Speaker A: Okay, great.

Speaker D: Yes. So my question has to do with low ticket offers. I've historically sold only mid and high ticket via AH101 and my mastermind mind. And this year through Kelly's orders, I've introduced low ticket trust building offers into my business. So I'm um, now I'm selling a one week long, one on one sales intensive at $500 and I just launched my sub stock paid tier at 11amonth and that's the lowest things I've ever gone in my business. And I find myself now with four beautiful offers in my business and I get really confused on what to sell, when, where and how in a way so that my low ticket doesn't, let's say cannibalize both the time that I spend selling high ticket but also my high ticket sales in terms of the leads themselves. So if you could help me gain some clarity on how to think of which one of my offers to sell, when and where and how, that would be wonderful.

Speaker A: I love this question. Thank you so much Dina for coming on the show today and asking about this. So Dina is asking, how the heck do you focus when you have four or five different offers and how do you make these offers work to support one another versus competing with one another? And this is a really important question to answer in 2026. Right? I've seen people, uh, still telling everyone in 2026, oh, just sell one thing, sell one thing and you'll be fine. And listen, I sold one thing for seven years and I would be the first person to tell you that back in the day that worked extremely, exceptionally well. That does not work in the market of today. Okay? So I'm really excited to see you making this transition, but I'm very happy that you asked the question because it's incredibly important to be strategic about this. So I'm going to give you a couple principles that I want you to follow whenever you're thinking about how you're marketing and what you're marketing. The first principle is that trust building offers should always directly connect and be a lead generation source for your hot ticket offers. Which means you use advertising, email lists and text message lists, as well as social to get people to buy your trust building offer. And as soon as someone buys your trust building offer, someone from the team is connecting with them, qualifying them, segmenting them, and concierge them to a high ticket. Okay? So you want to make sure that your trust building offer is solving an incredibly micro solution, an itty bitty teeny problem that then as soon as they have success with that, they're like, yes, this is amazing, I want more. Okay, so you want to make sure that it is problem solution, it's connected to your bigger offer. It is always a lead generation source for your high ticket and that you can see the correlation between those things. So when you try to solve a problem too big with your trust building offer, then people feel like they can just stay in the trust building offer. They don't need to buy anything else from you. And that's a problem that a lot of people run into. So that's why I say it's really important to make sure that your trust building offer is solving a micro problem. Okay? So that's number one, trust building offer is always a micro problem that directly connects to your big offer. Number two, you make sure that you use your text message list, your email list, your ads, your social media to generate and close clients for your trust building offer. But then you and your team get hands on with relationship building to extend the lifetime value of that. Okay, so that's principle one, Principle two years. There's always kind of a major and a minor happening in your business. Okay? In any given month you want there to be a focus. A focus. There is something that for three to four weeks you are incessantly talking about. It's on your social, it's in your email list, it's in your live streams. Everything is pointed towards that one campaign. That campaign could be on substack, that campaign could be a launch, that campaign could be to your email list. There's all different ways that you can run campaigns, but you want to make sure there is a major meaning that you're not one day promoting this offer, and then the next day promoting this offer, and the next day promoting this offer, and then everyone's confused, and you're never going to share any one offer enough times to be successful. I talk about this all the time. You know, until you've shared something like 40 times, you're not even, like, in the game. So what I want you to think about is I want you to think about in any given month, there's something that you are talking about all day, every day, for three to four weeks at a time. And that can follow any cadence or rhythm that you choose, but you're just not switching back and forth and back and forth between all of these different things. Does that make sense?

Speaker D: Yeah, it does,

Speaker A: but there's a caveat with that. And the caveat with that is that you're going to do, number one, list segmentation, which means that you're going to have people coming into your list that are interested in a really specific thing that are not necessarily interested in another thing. And the more that you do list segmentation, the more that you can continue to make offers to segments of your list for very specific things. Maybe they're not getting the same communication that other segments of the list are, because you know what they're there for. Okay, so caveat one is that, uh, you're going to do segmentation. And so that does allow you to have multiple conversations about multiple offers and keep it highly relevant for the person that you're talking to. And then the second caveat is what I always tell my team, which is that your job isn't to force any specific offer on any person. Your job is actually to figure out what are the true needs of that person, and then how do you meet that person where they are and make the right offer at the right time for them. So it may be that you're running a campaign on abc X, Y, Z. Someone reaches out, and you're not going to sell them that thing at all. You're going to sell them the thing that's actually right for them. And so the best way to do great business is to have great products and have great offers that support different needs of your ideal customer, your One ideal customer, but that ultimately your goal is to get those potential customers to engage with your brand and then you're just basically making the offer that's right for them. So you're not feeling like you're stuck in a box just because you're in a campaign for this or a substack launch for that or a live launch for that. The goal is get people to want to talk to your team, get people to want to talk to you, whether it's in the dms, it's over text message, it's over phone calls, and just make the right offer for them. Does that make sense?

Speaker D: Yeah, it makes perfect sense. Yes.

Speaker A: Okay, so your question was how do you manage these multiple offers and how do you make it all make sense? And the answer is you make sure that you are selecting time frames on your marketing calendar where you are having a repeated strategic conversation about a very specific offer over and over and over again, number one. And then number two is that you're always marketing two offers because you're always taking the people coming into your trust building offer and inviting them to the next step. You're not assuming that they know. You're not assuming that they'll take the step on their own. You're making sure that as people make those investments with your brand, with your business, that there is a strategic and repeated invitation to take that next step. So it's not that you're bringing people into these two totally different containers that have nothing to do with one another. They're, they're interrelated. Because actually a lot of your sales then almost becomes internal where you're selling to your own people. And that's when the miracle hour can actually explode your business, when you're actually selling to your own people because you're actually talking to people that already know you, like you trust. You spend money on a little offer and you're just inviting them to take the next step to move to your big offer or your medium offer. Does that make sense?

Speaker D: Yeah, it makes perfect sense. And I've definitely seen the power of the trust building offer in this past six months or so.

Speaker A: Great. So excited to hear that. So what questions do you have about what I, uh, just shared with you?

Speaker D: Yeah, so I have a fairly small list and overall, just a small audience. Historically, I've built my business and my clients through relationships by going to a lot of in person conferences, offering my own in person events, and of course, I'm proud to say a lot of referrals. So now selling low ticket is new to my list, new to my audience and also new to my nervous system quite frankly. So uh, I guess that's a two part question. One is with the list segmentation I wouldn't know where to start. And the second is right now because the audience at large is so small, I actually find myself spending quite a bit of my one on one time. Not my one on one client, but my personal time actually selling into the low ticket one to one via uh, the miracle hour. And I do feel a little bit of scarcity around that. I feel like I could spend that time nurturing one on one clients. But over here I am like you know, selling $100 ticket friend. I be selling a $10,000 ticket.

Speaker A: Yeah.

Speaker D: So I think what I'm missing is also a bit of perspective on where everything is supposed to go long term.

Speaker A: Yeah. So the best way to think about it is that you want to build your email list and your text message list to do the customer acquisition for you and then you want to spend your personal time on the big dollars. Right. You don't want to spend your personal time trying to get someone to buy a $59 thing. You want to have that all be happening basically. I don't want to say passively but with emails, with text messages, with social media and so I think for you the strategy of events, relationship building and referrals, that's a very, very strong strategy in the market of today. So I would not change that, I would not stop that. However, what's probably lacking in your strategy right now is having a strong email list building strategy. And that is something whether you're going to do that manually or whether you're going to turn on even $1,000 a month in ads. You, if you want to do this whole strategy end to end, you really need to develop a list building strategy in order to make sure that the volume is coming on the front end to drive the trust building offer. And then you can spend your time and energy on the back end using miracle hour to really 10x20x those customers coming in.

Speaker D: Yeah, that makes perfect sense. I definitely have to add list building to my activities and my strategies. Is it okay to ask one last question?

Speaker A: Absolutely.

Speaker D: Yay. So I've historically been using my both online and in person workshops and events to sell into my trust builder. That's the one week one to one sales intensive which the name implies the problem it solves. This is where we implement my serve to sell framework one to one into my clients businesses and it has been converting into higher ticket Offers for me at like a 30% um, conversion rate. I'm curious at uh, which front end do I sell? Which of my low ticket offers? So is the email list meant to sell my sub stack paid or is it meant to sell the trust builder or both or a substack meant to build a trust builder? See this is where I get confused.

Speaker A: It's both. It's absolutely both. No, because you will fatigue your audience if you just keep selling the same thing every single month over and over again, especially in the market. It's not like it was years ago. Right. It's not the same like people's attention span is so short. So to answer your question, that's why the campaign strategy works so well where you might have a uh, three week campaign of your subset paid tier and then you might have a rest period and then you might have a three week campaign of your trust building offer and then a rest period and both of those things are then selling into whatever the next step is in your ecosystem. Whether you want people to go subsack trust builder high ticket or substack high ticket trust builder high ticket. But that, that's why it's so smart to have each of those tools in your tool belt because will fatigue the audience and it will just become white noise if you're going to them with the same message month after month after month. And if you want to be making Sal every single day, there has to be some variety. There has to be a reason why someone would take action. Now does that make sense?

Speaker D: Yes, that makes sense. Mhm.

Speaker A: Great. I love it. Dina, did you get your breakthrough on the business breakthrough hotline today?

Speaker D: I believe I did. Thank you so much Kelly.

Speaker A: You're so welcome. And if you loved your experience coming on the show today, I would ask you to go out there, share it loud and proud, hit the stories, tell everyone why they need to tune into the show and we can't wait to get your episode released. Thanks for joining.

Speaker D: Thank you. Take care.

Speaker A: So to everyone listening, this is the business breakthrough hotline and we love to answer your question live. So if you are tuning in today, I want you to hit the text message number that you see down in the show notes below. 916-418-9799. Text in your burning business question. I can't wait to answer it and we'll see you next time.