Welcome to The Birdhouse newsletter. It is approximately a 5 minute read.
In today's newsletter, we're going over:
Why a cheap offer sitting next to your real one cannabolizes your organic traffic
What 6 downgraded calls a month actually costs you
How to move the cheap offer behind a no instead of in front of one
Apply to work with The Birdhouse (link)
Take the cheap offer off every page, profile, and DM script you have
(What) Stop showing your $197 course anywhere your $6,500 offer is visible, including your bio link, your pinned post, and your DM script.
(Why) When a buyer sees a cheap option next to an expensive one, most of them anchor to cheap, the wrong buyers come in, and your content ends up selling the wrong thing.
(How) Do these things:
Pull the cheap offer off your bio link, your pinned post, and anywhere both prices appear together, today.
Rewrite your DM script so the course only gets mentioned after someone has already said no to the full price.
Here are some of the best links I have found since last time I emailed you:
🎥 From the Reel
Day 11 of posting an IG reel every single day for 100 days… Follow along. (link).
🐦 From X
Re-introducing myself to all of you who are new… (link).
The two-offer trap
Last year I launched a low ticket course for $197 as well as a couple of low ticket products.
They sold extremely well. Hundreds of buyers came from all platforms.
One major problem though.
Not only did these attract the wrong buyer because my demographic has no time to complete a course, but zero (0) buyers upsold to our agency model.
Distraction.
What it costs on 20 calls
Say your content puts 20 calls on the calendar a month, which is roughly what 1,000 new followers gets you at our benchmark of 50 followers to a booked call.
If 6 of those 20 talk themselves down from $6,500/month to $200 because the cheap option was visible, that is $39,000 of pipeline turning into $1,200.
Same content, same 20 calls, $30,000+ gone.
Cannabolism.
Your profile is the page now
We had a similar experience for one of our clients a few years ago who generates six figures per month cash collected from our content on X and LinkedIn
He launched a low-ticket community for $97 a month and we quickly ran it to $10,000 a month before churn matched new acquisition
All that work just to bring on 10K MRR when one sale on our main offer is more than that…
Cannabolism.
Most people will tell you to give buyers options
That's backwards for 99% of people acquiring business from organic content.
It’s not paid. You don’t get to buy infinite leads.
You need one cohesive story and funnel that works together throughout the entire content strategy that pushes your marquee offer.
Anything else should be a downsell or backend.
If you like this newsletter and want to work with us, there are a few ways we can do so:
or, you can just reply to this email.
I reply to everyone.
Hope this helps.
Cheers.
Marcos
