Hit All Income Levels For Maximum Profits
The smartest way to maximise your income is to take a single product or service and use it to attract all the different customers you can get.
Despite what overbloated marketing companies and ad agencies will tell you, you can’t just create a cute advert where everyone lives in harmony and all the animals cuddle each other. That won’t make peasants buy your Lamborghini and it won’t make health-conscious folks eat your Whopper meal deal.
Instead, you have to tailor your core product, service or identity to different audiences with different income levels.
This might sound tricky or really simple. In reality it’s a little of both.
Let’s take “personal success coaches” as an example.
How To Hit All Income Levels Tony Robbins Style
Most personal success gurus have a ton of free stuff. They also write (or say) controversial clickbait style stuff.
These serve two purposes:
- You consume the free material and then feel a debt (or just want to learn more – gateway drug)
- With the controversial stuff, even if you hate the person, you’re going to talk about them and spread the message like a virus
I can guarantee that if I wrote, “Why Freelance Writing Is For Idiots” it’d get more traffic than my in-depth articles about how to actually do it.
People love to be upset, angry and they love to get into stupid arguments to prove people wrong and score imaginary points.
Most guru types deliberately cultivate this. My recommendation is to, when consuming material that causes negative emotion, stop and never go back to it. Certainly never share it. Whatever, it’s beside the point.
So there’s the free stuff.
Then there’s the cheap stuff. You can get a book for $10 or a used book for £1. Despite some protests by broke internet guys to the contrary, $10 for a book isn’t expensive.
That’s why you have the audio books at $30 and the video course at $100. Most gurus now have insider programs for $100-$500 where you get on a private mailing list, you join a forum or you get meetings if it’s a local thing.
Then there’s the super-duper stuff. Some gurus charge $3000 for a seminar over the course of a weekend. That’s just the start.
Some gurus have $60,000 yearly memberships where you go to Bali and listen to them talk, and then you eat expensive food in an expensive hotel lobby. This is reserved for people who really want success.
It Gets More Complicated
If you think that’s the end of it, you’re mistaken.
Remember, we’re trying to hit every one of every income level.
So you think, “What about the guy who loves my free stuff but can’t afford $10 for a book?”
He gets the book for just the shipping.
Or a black Friday deal. Maybe a bundle with all your books.
What about the guys who want in on the mastermind but can’t afford a $500 membership? Give them a $100 a year fee. Or just $9.95 a month.
If you’ve got a $500 product, then that’s just three easy instalments of $197. Sure they pay more in the end, but it’s cheaper now.
But that’s not all…
Let’s say you’ve written your manifesto “Self-improvement for everyone.”
You can get more specific than that. So you’re going to upsell with these special reports:
- “Self-improvement for black guys”
- “Self-improvement for white chicks”
- Even “Self-improvement for executives”
You can niche down, niche up, cross-pollinate and re-walk the same tracks until you’ve covered everything.
Add in the fact that you can include custom work, super-secret handshake stuff and there’s no reason you can’t be a success coach that appeals to everyone.
The Crazy Secret
This can all be done based on one product.
The special reports can consist of slightly altered information from the book. The seminar is basically the book given in personal form. Private membership is just clarification and extension of the book.
Some people make their whole careers off one book, and it’s not because it sells well.
Final Thoughts
Now, let’s assume you want to be something other than a “success coach.”
You might think that the above applies less to you. After all, you’re creating real products.
You’d be wrong.
Imagine you’re creating WordPress Themes.
You have the free option.
Then you have the generic $50 option.
Throw in a few extensions/plugins and they can cost between $10 and $200 apiece. Bundle it all together, and you easily create $500 products.
Then you have the yearly membership that allows you access to it all. If you want, throw in a lifetime membership. Or pay monthly options.
Then you can have developers working for custom work. This is how you get into the thousands per order range.
It doesn’t stop there though…
You could easily approach big agencies and web development firms with your little themes and their customised stuff and white able it or otherwise offer big corporate packages to big companies.
All the while, you’re building out the bottom of the pyramid with more features, better options and the niche up/niche down process.
You can do this with any service or product.