AL 020: Can I Automate My High-Ticket Sales with Email?

AL 020 Can I Automate My High-Ticket Sales with Email?

Liz Wilcox: What up? Liz Wilcox here, and this is the 20th AskLiz that we are doing. I’m really excited. Thank you to all 20 of you that have submitted your questions. Speaking of, I know you listening, you have a question. I want to answer it. So before I get into Paulina’s question today, go down to the link in the show notes.

Don’t even listen yet. Go down to the link in the show notes. I think it’s labeled SpeakPipe or something. Go there, hit record on your question because I want to answer it. I wanna keep these Ask Liz episodes going, and I want you to be a part of it. So let’s keep Pat’s legacy alive. Let’s keep these Ask Liz episodes coming and going.

So, you know, record now. All right. That was a little awkward. It was a pitch I wasn’t planning on making, so let’s hope the rest of this episode goes a little better, right? And we, we’ve got a question from Paulina, so I’m just gonna let her get to it.

Paulina Cossette: Hi, Liz. My name is Paulina Cosset, and I’m a coach to people who run academic businesses.

My question is, when we are planning to design and write an email sales sequence, so say something that’s a seven-day sequence that somebody gets when they join our email list, and we use it to promote a higher ticket course or coaching program, so say in the $1,000 to $2,000 range, how should we go about planning out that sequence?

I always feel stumped with knowing what emails to include, what order to put them in, how heavily to make the sales pitch, all those kinds of things, and I’m curious what you think about how we should plan that out and strategize it to see if we can make some sales right off the emails as opposed to, you know, everybody having to buy through a live webinar or something like that.

Thanks so much.

Liz Wilcox: Okay, Paulina, I love this question because a lot of people listening are probably thinking the same thing, high ticket, right? And Liz, you come from this email background. Can you help me sell via high ticket? Now, the first thing I wanna point out Paulina said was, you know, “I don’t wanna do a live webinar.”

But, and this, this is some tough love, you know, this is… get some water. It’s a tough pill to swallow. Live webinars work. Do not be afraid of work. Yes, of course, Paulina is being smart. We wanna set up an automation where we can. We wanna automate ourselves out of the business as much as we can. But- And I just created an Instagram reel about this. Like, some things just truly are not scalable, you know, unless you’ve got a bajillion dollars to run ads and just have a, you know, 10 bajillion leads, right? So webinars and lives, they work because of trust. So don’t be afraid of the work, okay? Now, that said, there are some other things we can do, and Paulina is right.

She should try to set up some sort of automation. Now, what I’m gonna give you, what I’m gonna give her, is just something to test, okay? I don’t know Paulina, I don’t know her business, her capabilities, her audience, or even what the heck she is selling, but we’re kind of gonna reverse engineer a webinar and put it into emails.

So first, I want you to consider recording a webinar, okay? So not doing it live, but recording a webinar. And I also want you to consider the hand-raiser method. I talked at length about this in episode 950 with John Meese. He is the boss when it comes to this method and comes to getting people that are going to buy high ticket to actually raise their hand and ask for it.

So we’re gonna kinda do a mix of webinar, mix of the hand raiser, okay? And this is, again, you know, you’re gonna implement this, and after you get 1,000 leads or after, like, six months, you wanna reevaluate, right? What did Liz say that actually worked, and what did she say that is not working and I need to adjust?

Because again, I don’t know Paulina’s business, I don’t know your business. These are just ideas. We, we are brainstorming together. Oh, but before I get into that, I also do wanna mention, like, people don’t buy when you sell. They buy when they’re ready. So if you’re going through, like, after six months or after the 1,000 leads, if you’re going through this and you’re like, “Ugh, the conversion rate is so low,” just have that in your head.

You know, not everyone is gonna buy simply because you’re putting the offer right there. That’s why it’s important to kinda always be like the 7-Eleven on the corner. Like, always be open, always be selling. All right, so here are my ideas for you. First and foremost, we’re gonna write… a series of five to 10 emails, and depending…

Like, if you’ve got five emails, I would send these over five or six days. If you’ve got 10, you know, 12 or 13 days. Okay? Send these quickly. People need to make a decision quickly, and also they need to remember who you are. This is a great way to establish expertise even if you’re not getting that many purchases.

Okay? So first email, if they’ve joined your list to get, like, a discount code or, you know, some kind of freebie, deliver that freebie obviously, but get them to answer a yes or no question. This is kinda gonna help you with the hand raiser method. For example, if I was doing some kind of high ticket, you wanna join my mastermind to learn how to create a business that actually makes six figures.

I’m just making that up. I don’t have one. You know, I would get them, like, “Are you currently making six figures? Hit reply yes or no.” If the majority of people are hitting reply with yes, they’re not gonna be in my mastermind, right? I’m getting the wrong people. I’m trying to find people who need to get to six figures, right?

If the majority of them say, “No, I don’t have six figures yet,” then I know I’m, I’m getting the right leads, right? So figure out a question that’s gonna help you know you’re getting the right leads, and also get them thinking about their goal. “Yes, I want six figures.” “Yes, I…” You know, if you’re a fitness coach, you know, “Yes, I, I, I wanna build 10 pounds of muscle.”

You know, whatever, right? Okay. Second email, you wanna share a relatable story with your method as the solution, whether that’s like a testimonial or your story, or what. Like, get them in your brain. Get them in that story. Then the next email you wanna teach that method. “Hey, remember yesterday I told you about blah, blah, blah? This is how we did it,” right? You kinda seed it in the second email, and then you really talk about it in the third email. Now, I wanna pause here and tell you these emails would actually be better served if you had them not just in written form, if you had a video and/or audio. So the same way you’re listening to this right now, you can, you can hear me.

You can hear me kinda thinking this out. You know, there’s just so much more context than reading, especially for high ticket. I really wanna challenge you to make videos for this. You can write it out or y- and then you can say in the emails, “Or, you know, I made you a video,” or, “I made you a video about blah, blah, blah.”

And then, you know, “If you can’t watch the video right now, here’s the gist,” and then you sort of write it out quickly. But you want to point people to the video. Why? Because we’re trying to sell high ticket. They’ve got to see your face. They’ve got to build that trust, and video just builds trust. And this is coming from the self-dubbed fresh princess of email marketing.

I love email. Why? Because it’s easy. Much easier than creating content, right? It truly is, in my opinion. Like making this video, you know, we’re already eight minutes in. I could’ve written all this, but I’m talking it out. Anyway, that was my pause. So let’s recap the first three emails. First one, you know, deliver whatever you promise them, right, the freebie, whatever.

Get them to hit reply with a yes or no question as related to their goals so you can see if you’re getting the right leads in the first place, right? Number two, share that relatable story with your method as a solution. “Oh, my mastermind member, you know, she was in the mastermind for six months, and even though being in business for eight years, she finally hit six figures doing ABC.”

Then the third email is going way more in-depth on ABC. “Remember I told you my client Let’s really talk about what ABC means and break down that methodology. All right. The fourth email is gonna be that hand raiser. “Hey, remember I told you about so-and-so? Remember I told you they did blah, blah, blah? Do you want that too?”

Hit reply. Yes, Liz. Yes, Shahara. Yes, Jonathan, right? Just get them to hit reply. And then, and again, this is an automation. Paulina is really trying to move herself out of the business, but when it comes to high ticket, sometimes you gotta put in a little work, especially… Not always. Eventually, Paulina is gonna be able to automate this because she’s spending so much time answering these questions, getting people to raise their hands, getting so many clients, that she just knows what to put in these emails, and so she will be able to automate herself out one day.

But for now, we’re assuming that we’re still in a learning stage. We’re not selling as much as we want. We’re not fully booked out and busy. Gonna take a drink of water. Hang on. Paul, don’t edit that out because I want people to be thinking about this. I wanted to give you a second to think about that. So the hand raiser, if I email you back, you know, “Yes, Paulina, I’m in,” that is when Paulina or her assistant or whoever is going to send them to that prerecorded webinar we talked about, okay?

Or send, if they don’t decide not to do the pre-recorded webinar, then we’re gonna send them more information about booking a call or, you know, whatever the next step is to get them to purchase. Maybe it’s just the link to purchase, but I would suggest getting, you know, getting on a call or sending them to the webinar.

That’s gonna really actually help you convert. Then the next email, if you decide to keep going, remember I said like five to 10 emails, is testimonials or more stories, right? Proof positive that it works. Now, let me tell you this. Most of the people reading these emails, watching your videos, et cetera, they believe your method works, but they might not believe that your method works for them. Why? Because everyone is special, and everyone has insecurities. It’s like if I was trying to finally learn how to draw, like, oh yeah, that method works, but not for me because my brain actually sucks. Like, I don’t have enough practice. I can’t even draw a stick figure, right? And so you’ve got to convince me, “Oh, actually, I, I have somebody just like you.

Let me show you,” right? You kind of have to read their mind here. This is why I’m always like, “Get replies, get on calls,” things like that, so that one day you actually can predict the future. You can predict what people are saying. So share a testimonial with some of the common objections, like, “I can’t draw. I’ve been in business 10 years. My membership isn’t selling. I’m never gonna hit six figures. I’m never gonna lose that weight. I’m never gonna blah, blah, blah, blah, blah,” right? Think of those common things people often say and put that in… Find a testimonial of that person. If you don’t have it, maybe you are the person, and you share more of your journey.

Now, if Paulina doesn’t have these testimonials, and I say this with love, I really do, again, get your water, tough pill to swallow, you should not be having an automated sequence because you’re not ready. You haven’t had enough clients. An automated sequence like this is for people who have already been selling their program, for people who already have results, right?

If you don’t, you need to be doing those live webinars, a live challenge, something, something to build up trust. Remember I said webinars and live launches works because there’s a lot of trust-building in that. So if you don’t have testimonials like I’m talking about, we need to start with the live launching first.

All right. And then in the testimonials stories email, I think this is email number five, hand-raiser. Again, “Hey, if you wanna be like Liz, if you wanna be like Shahara, hit Reply Shahara, and I’ll, you know, and I’ll send you more info on how we can get this done for you.” Okay. Then the next email talk to them about the cost of not solving the problem.

You know, share maybe you’ve shared that story, that testimonial was about a woman named Shahara. So maybe this is an imagine if Shahara hadn’t joined the program. This could be her future now. Does this sound familiar? Raise your hand. Again, do the hand raiser. Don’t just try to get them to click. Try to get them to raise their hand.

Yes, I am Shahara if I didn’t buy. Please help me, Liz, right? Please help me, Paulina. Then I want you to do one or two urgency emails after that, right? Really thinking about the objections people have, and also, like, what kind of urgency can you create? Is there a bonus? You know, can you use something like Deadline Funnel to create a bonus that they’re gonna get only if they email you now, only if they click this link now, right?

So introducing in these urgency, like, “Hey, actually, I can help solve your problem in this program, and right now, you know, we are offering ABC just for you, but only until this deadline.” So send one, two, maybe three emails with that deadline talking more about the program, et cetera. Before, we’ve done hand-raiser emails, right?

So we’re only talking to those people. Now we’re gonna show them what the thing is, and we’re gonna create some urgency with something like Deadline Funnel because urgency moves people. Again, people don’t buy when you’re selling. They buy when they’re ready, but you can help them be ready, which we did in these previous emails.

“Hey, this is who you wanna be. This is the cost of not having it.” And now we’ve got some real urgency with some kind of bonus you can offer.

All right. That’s my story, and I’m sticking to it. Paulina and you listening, I hope this was super helpful to kinda get you in the frame of selling, the frame of, like, what you need to do to get to this level, et cetera.

I’ve got an event to attend, so I gotta let you go. But yeah, I cannot wait to hear how this helped you. If it did help you, actually, if you could leave a review, that would be amazing. I won’t, I won’t extrapolate. All right. I’m gonna end this very awkwardly. Have a great day.

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