How to offer a $1500 course on your front end

How to offer a $1500 course on your front end

Yes, it’s easier to market a $7 tripwire than a $1,500 course. But we’re not going to do things just because it’s easier.

When you have a great story and a great product, you can start your funnel with a $1,500 product.  Go ahead and put it on the front end.

I know you think you should start your funnel with a tripwire. But the idea that the best marketers all use a tripwire is not true. You look at Frank Kern, Jeff Walker, Dan Kennedy, Rich Schefren, and even me. Most of the time, none of us rely on tripwires.

The only difference between marketing a tripwire and marketing a $1,500 course is that the $1,500 course requires a more complex funnel.

For example, a $1,500 course will likely require a series of videos. This allows you to get the cream off the top. For the people who don’t buy at $1500 initially, you can roll out a 6-pay payment plan.

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But don’t stop there. You still want to be able to help prospects who don’t feel like they are ready to invest that much money, so instead of the 20 hours of content, boil it down to three hours, and offer that smaller product to the unconverted leads for $497. Follow up that offer with its own payment plan.

Then have some of it transcribed and package THAT for $97.

When you have a great product and a great story, the key is to start high and go down in price.

“Then what do I pull out for the front end product?”

I know you are thinking that question. And I just want to reiterate that the front end of your funnel is not linked to price, despite what you may have been taught in the past.

The front end is an offer you present to a prospect to turn that prospect into a first-time customer and liquidate your cost of acquiring that customer.

When we were working on a funnel at one point last year, one of the guys on my team said to me, “Well, so, what’s the price point for the front end product?”

I said, “It doesn’t matter. If I can run cold traffic to a $10,000 offer, and I’m able to break even acquiring new customers, that’s a front end. It’s not about the price point, it’s about who it’s being marketed to that makes it a front end.” Whether I’m selling a $49 product or a $1,500 product, the process is the same.

The process – EBM

As you create your funnel, and you are deciding what to put on your front end, remember this: What does your prospect need to believe at the end of your marketing so they want what you’ve got, even before you tell them you’re going to offer it to them?

This is where your EBM – Education-based Marketing – comes into play. All of your content – whether it is written, aural, or visual – is designed to do one thing, and one thing only: Establish those beliefs in the mind of your prospect.

This EBM content is not only valuable to the prospect in and of itself, but the beliefs it establishes ultimately lead them to say, “You know what? Pete’s right. That’s what I need to do and that is what I need to learn. Now I just need to find out how to learn more about that!”

Then, in your marketing you segue into, “That’s why I have put together XYZ program. Let me tell you what it is, what you get with it, and what it does for you.”

Boom. Now they’re thankful. They’re grateful because you educated them about their problem, and then you offered a solution to that problem.

The difference between marketing and selling

People think there’s some magic touch, but there IS no magic touch.

Most marketers are just never taught that there’s a difference between marketing and selling. It’s why our company is not “sales funnel automation”, it’s “marketing funnel automation” because we’re marketers, first and foremost. The better our marketing is, the easier the selling process becomes.

I quote Peter Drucker all the time: “The job of marketing is to make selling superfluous.”

When you do a great job of marketing, people want the product. Then selling becomes, “Here it is. This is what you get. This is what it does for you, and this is how you can get it right now.”

Then they say, “Great. I love it. Perfect.”

Why? Because your marketing created the desire. When you finally offer it to them, they already want it because you GOT them to want it, through education. It feels valuable. It feels like you are giving them great stuff.

That’s the key, the most important piece of the puzzle. It’s strategically created educational content.

And when you do that well, it doesn’t matter what price you use for your front end offer.

  • [email protected]
    Posted at 07:37h, 05 April Reply

    Hi Todd,

    Incredible article. Thanks for sharing. I have funnels with the traditional tripwire as the FE product but I’m also working on a fixed term fixed outcome funnel that’s based more around this concept.

    I had included offering the split pay option but your suggestion of offering a lighter version for $497 and then a workbook style for $97.

    Thanks a million – this will be really helpful!

    John Mulry

    P.S. Loved your funnel maps – brilliant and something every marketer should have in their toolbox 🙂

    • Todd Brown
      Posted at 18:19h, 05 April Reply

      John, I am really glad this is eye-opening for you. It’s important to have something to offer EVERY prospect. Because once they become a customer, they are much more valuable to you. 🙂

      And I hope you implement some of those funnel maps because they work.

  • Rachel
    Posted at 15:18h, 06 April Reply

    Very true about higher priced front end products. Actually, I would say that the majority of funnels are like this. Any launch funnel, for example, is definitely not based on a tripwire.

    The other thing I would mention is it’s important to remember what the purpose of your funnels are. Tripwire funnels aren’t there to make money; they are there to acquire customers, with the profit used to cover the costs of advertising.

    My question is this: normally I would say the best way to reach prospects willing to pay the higher price of your product (let’s say with a Facebook ad) is to target people according to income or core value. But my FB editor doesn’t allow me to do this. Any other suggestions? Perhaps adding other interests that would be common for that income level?

  • Dean Anthony
    Posted at 10:09h, 16 July Reply

    Well written and informative.
    Am going to try to attend your event.
    Great job Todd!

  • Miles Beckler
    Posted at 17:35h, 03 September Reply

    Zig when everyone else zags! Refreshing to get your point of view on funnels and marketing.

    The start high and work your way down with other offers makes so much sense. I’ve literally been wondering about how to structure a funnel that has 3 separate components at VERY different price points… And I’ve been debating whether to start small and work up through upsells… or go big up front.

    Felt that having my highest priced product on the back end would limit the visibility of it and it is very unique and has a great offer.

    Leading with the big ticket, building desire and the story around it and offering people who cant/won’t pay for it the smaller pieces is brilliant.

    Thanks for writing this, Todd… Definitely what I needed to read.

    • Todd Brown
      Posted at 12:19h, 09 September Reply

      Love hearing that, Miles. And thank you for leaving your thoughts. Appreciate you reading my wacky ideas. 🙂

  • Paul Jerome
    Posted at 13:30h, 29 June Reply

    Great article Todd.

    But now I’m wondering:

    If you offer a very high-value item as the front end, does that mean you don’t make any money on it?

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