Kyshira Moffett: Hey, everyone. Welcome to the Map Out Profitable Low-To-High End Product Suite. We will also talk about digital products in this training. So let's go ahead and dive in. So first let's go ahead and set the stage. So a couple of questions that I want you to answer before you jump headfirst into creating digital products and many courses and things like that is one. Do you currently have consistent clients and leads for your coaching offer? And the reason why is if you're following our program in order, then your priority is getting your offer launched and growing an audience of your ideal client. A huge misconception in business is that, Oh, you need to put out low cost things, low ticket things, digital products. First to grow your tune-up to build trust with your audience, to grow your brand. But when you were starting out and you are building an audience, we have a small audience, it's going to take you the same energy to sell a $27 thing as it is to sell a $2,700 thing.

Kyshira Moffett: And you're going to be playing the volume game. You're going to need, you know, 150 people to buy the $27 thing to just maybe even hit your, your digital product goal or your minimum threshold goal, versus putting in that same energy to get the $2,700 clients. So please don't fall into that trap. Uh, and it's easy. Also, if you're getting people on the phone who are saying no because of the money and the financial investment that might mess with your mindset a little bit and make you think that you need to create things that are low ticket, but oftentimes see people who have the money mindset issues. They're not going to buy that little ticket thing either. So we want to go ahead and make sure that we're putting our priorities where they need to be. If you do say yes, Hey, I have, you know, I'm getting three to five clients consistently in month, I'm hitting my revenue goal.

Kyshira Moffett: You know, my audience is engaged. The next thing to ask yourself is, do you have clear data on the needs of your ideal client? One mistake I made in my early entrepreneurial days was creating products that I thought the audience need versus what they actually needed. And you can always tell that by does it sell? So you do want to just pay attention to not only what your audience is saying to you, but if you're engaging with your clients or your prospects, excuse me. Um, you're watching what they post on other people's accounts. You're watching your conversations. Maybe you follow them on Twitter. Maybe you are in Facebook groups with your ideal clients. So you're seeing how they're commenting, really look to see what pain points they're expressing. Um, look to see how they're describing it too. Cause sometimes the misconception is we're using our industry jargon versus how they're actually describing it, which sometimes may mean that your products won't have the sexiest titles, but they're going to sell.

Kyshira Moffett: Right. And then third, have you identified any gaps your clients have? So this is another angle of bullet point. Number two is something you're struggling with. Bullet point number three will come and save the day. So what I mean by any gaps your clients have essentially saying when your clients are coming into your program, right? Are you noticing that there are assumptions you made about what you thought they knew or experienced? That they actually didn't. So now you're spending coaching time talking through it, right? That's a gap, right? That's something where it's like, Oh, and you know, the actual ideal client is supposed to come in with this. I'm noticing my clients don't let me go ahead and create a digital product that addresses this need. So an example could be, you know, I noticed that a lot of my clients coming in really struggled with understanding their zone of genius, finding their niche.

Kyshira Moffett: So, Hey, let me go ahead and put together a class on how to find your niche, a class on finding your zone of genius. Now, in my example, I did make that a free thing, but that could, that could have been easily something I sold as a digital product. And my version of that was a mini course called Brand Pink, pink Print Brand Pink Print. It's sold anywhere from 27 to $67. It really depended on when I was running sales, but Brand Pink Print was like that personal branding course to really get clear on who you are as a leader and an influencer, really build out your value proposition, start building your brand. That course sold really, really well. So that's one thing. And then also the second part of that is have you noticed that, have you noticed that your offer creates additional problems and that's not a bad thing, right?

Kyshira Moffett: Oftentimes a transformation for somebody means they don't have an old prop. They don't have the old problem anymore, but they have a new problem. So an example in my world is that you go through the founder's circle. You do really, really well with one-on-one coaching, but then you run into another problem of now you're at capacity. Now you can't take on any more clients. So then an ideal next step could be, I'm just making this up. It could be a course on how to create a group program or a coaching program or how to create masterminds, things like that. So these are some questions to ask yourself. So a couple of reasons to consider having a three tier suite of products is one, it creates a clear path for customers to follow so they can easily graduate from one level to another. Um, two, you can create extra income for your business.

Kyshira Moffett: Of course, and three, you can attract more customers at any stage of your business development. So basically if you are someone like me and you're working with other businesses, whether they're beginner or advanced, they can come in and then even if you want to change the word business to personal development, if you're a life coach and maybe you have a very beginner friendly digital product for those, who've never worked with a life coach, but then your coaching is for those who are ready to go a little bit deeper into their journeys, et cetera, et cetera. So here are the three tiers defined. We have our first tier middle tier higher tier You can put, you know, low, middle, high, whatever you want to say, but at the first tier, this is your lowest price product. These are, these are the products. People have little to no contact at all with you.

Kyshira Moffett: This attracts people so that you can go ahead and build that trust, fill those gaps, et cetera. Things typically in the lower tier are typically under $197. You know, between that seven to 197 price range, there's not really a wrong answer. People always ask about pricing, digital products. There's not really a wrong answer to it. I really like to say, you know, price for value, right? And also price for access. And so really thinking through, you know, what, what's the value of this thing. And also what are my revenue goals? That's the other thing everybody's revenue goals are different. So based on your revenue goals, you may need to price your product at $97 versus somebody else who may have a lower goal, or they have a higher price coaching program. So their digital products can be $27 and it won't impact their bottom line.

Kyshira Moffett: So this is really, you know, how much money are you trying to make, right? And working backwards from there. And then of course looking at the value, there's the middle tier. This gives them, it gives people a little bit more access to you and it's a logical next step. After the first tier, this gives clients a preview of your higher level coaching. So middle tier is when someone has access to you, maybe through a Facebook group, or maybe you have an office hour session. So I'll give you an example. I have a mini course on creating an affirmation card and everyone that bought within that first two weeks was able to get a one-time Q & A session with me. Um, so that's an example of that. And so middle tiers, typically that 297, honestly, you can go upwards of 1500, 2K I've even seen courses priced at 3K.

Kyshira Moffett: So you have a lot of range with that middle tier. It really just depends. But one thing I'm gonna tell you, if your offer is under $500, there is no need for you to go and create these Facebook support groups, because you're going to spend all day in them versus really going out and getting those high ticket clients, things that are first tier low tier. No thank you. Like no, there is no one-on-one calls. There is no Voxer. There is no Facebook group, unless you are using this pay thing to build a free Facebook group where there can be, that's just like a little bonus, but you don't want it to be some kind of support center, highest tier. These are your premium coaching packages. This is your, um, this is exclusively for your VIP clients. This is the most personal access to you. Highest price point, advanced training, advanced frameworks really hands-on.

Kyshira Moffett: This is your one-on-one coaching group, coaching masterminds, things like like that. So step two, gain razor-sharp clarity on your ideal clients for every single offer. And you honestly may have the same ideal client for every offer, but it may be at different points in your journey if that's the case. Totally fine. But build out that narrative. Okay. And even start to estimate that timeline of how long will it take somebody to graduate from level one, level two, to get to level three, if you are going to implement something like this, and once you start getting paying clients and actually start to track the timing, track the customer cycle of if somebody bought all three offers of yours, how long did it take? Okay. So again, who is your ideal client? You you've already learned this module one, but just a quick recap, um, you know, take note of their demographic information, their goals, their desires, where are they at in business and what honestly could be helpful for them, right?

Kyshira Moffett: Like, you know, when we're creating digital products, we really want to be able to solve a problem really quickly. And with digital products, it has to be a very specific problem, so very vague, very generic offers do not sell. they don't sell the coaching and they're not going to sell in digital products either. Right? So be very, very specific about that outcome. Um, do they want a community of like-minded peers? Cause some people are really looking for the community piece, the support piece. And in that case, digital products and courses are not going to do it for them. That's why I tell you, I'll be very intentional with the language you're using for your coaching programs. Do not call it a course. Even if it's going to have a hybrid feel where there's going to be some online content and coaching calls still call it a coaching program because people have this.

Kyshira Moffett: A lot of people have a preconceived notion about courses in their minds that there's no support it's hands off. They're going to be one of a million people in the program and that's going to make them turn off and not even want to hear what you have to say. Um, do they have the full commitment to build their business? And again, this is for business coaches, but just, it just changed the world of business for whatever, whatever your in lane is right. So do they have the full commitment to change their fit and change your lifestyle habits changed your eating habits changed their mindset. Are they fully committed to this or are they one toe in the water? Right? Because that'll also tell you maybe one of your digital products needs to be something around mindset to get them to fully commit to this. Um, how do they best absorb information?

Kyshira Moffett: Also learning your audiences, learning styles. So ones that people will make is that when they think digital product, they instantly jumped to creating an ebook, but your audience may be auditory. They may prefer some kind of audio training or video training. They may be visual. They may want to actually see graphs and flow charts and things like that. Um, and then of course, how can your products lead them from point A to point B to point C with ease. So whenever I'm creating something digital, I'm always thinking about how does this tie back to the bigger picture of getting them into my coaching program. So step three, nail the name of every product you create every single time. So I talked to you about how sometimes, you know, speaking to your customer's language may mean unsexy names. So one way to navigate that is by having a subtitle, AKA a tagline.

Kyshira Moffett: So just like when you're creating your coaching program, you have your coaching program name, and then you have like the little headline that goes underneath that's on the sales page. You know, something like, you know, lose 30 pounds in 90 days, et cetera, et cetera, right? Uh, without sacrificing the food you love, that might be a tagline. So same thing applies to digital products. If you are going to have a fun name, make sure you give it a tagline. Okay. So with that, you definitely want to stand out from the crowd, try to avoid sounding like everybody else's thing, have some fun with it, definitely show off your brand. So if there are certain words and phrases you use within your branding, feel free to use them in your digital products, clarify what the client should expect. So make sure you're very clear on, on the, the value that the digital product will bring. And of course, make sure that your name generates excitement and it gets them excited about learning

Kyshira Moffett: More.

Kyshira Moffett: So just again, more tips, try to avoid cliches, try to avoid overused, jargon, or jargon your client. Won't understand again, think about your and your image. You want to make sure that you're picking things that just make sense from a logical standpoint, does the name and a tagline relay the essential information? Make sure you're using clarifying words. You can definitely try alliteration or puns and keep it short. So step four, price your products like a pro and make a profit. So again, I mentioned some of this earlier. I apologize for jumping ahead in a presentation, but you know, find that sweet spot. So a couple of questions to consider how much value are you providing? How much is the client willing to spend? And normally I don't tell you to think about that, but for digital products, because people literally just buy them, like they buy gum these days, we have to ensure that we're thinking about the competitive landscape of that.

Kyshira Moffett: So if you're in an industry where everybody's doing $27 downloads, you can totally do a $297 download, which I have seen, but you're going to have to market it really well. And you're going to have to position it really well. If the client is used to spending a different amount on it, that goes back to your target customer profile as well. But just something for you to think about, um, how many coaching clients do you want to work with? So this is something that the pricing calculator should have taught you. And with this one, this is for you to understand. So see if there's any gaps, right? So if you're noticing that, Hey, you know, I said that I only wanted five clients a month, but I'm noticing that I'm missing a revenue goal by a thousand dollars. Do I want to take on six clients a month instead? Or do I want to create something else to fill that gap? So answering this question can also just nip creating something new in the bud. Okay. Um, how much money do you want to earn? And of course, how much can you are without burning out? What's your revenue goal for the product sales goal number of customers? Again, how much value are you providing? What's your position in the market? Are you, uh, you know, do you have a strong brand already? Are you viewed as a thought leader or are you still growing and building

Kyshira Moffett: That again? How

Kyshira Moffett: Much can and will the ideal client pay for the digital product? And again, how they view paying for a digital product versus paying for coaching and access is a very different ball game. What are your competitors charging for similar products? What is your overhead and production costs? Can you generate a profit at your chosen price? And of course, how many we need to sell to generate that profit. So just more questions for you to consider. We're going to talk about how to set the stage for a long-term customer loyalty with your low end product. So a strong, low end products should do a couple of things. One, it should build your customer base. Obviously, if you do this right, you're going to have way more digital product customers and clients, because you can take on the volume. So it will build a customer base. You should also build trust and loyalty with this new audience, and definitely leverage these people to get testimonials and feedback as well.

Kyshira Moffett: This should showcase your expertise. So your digital product should relate to what you're known for. And of course it should give your new customers risk-free exposure to your style and teaching. So, you know, this may be for someone who maybe they've been burned by coaches in the past. So they're a little skeptical for them. This particular product could be an opportunity for them to risk-free try you out, give you a test spin. So again, features of a low end product. It offers little ongoing effort on your part. It allows customers to do the work on their own self pace, and some examples of a low end products, PDF checklist, eBooks templates, swipe piles, audio, video, downloads, classes, webinars, things like that. Three questions to ask about your low-end offer one, what specific problem or need is your client trying to solve? Always being specific? What is the core outcome of the offer and what are the core ingredients you need in this product to deliver the promise outcome? That's a fancy way of saying what's the framework, right? What's the approach to getting the client to that promise that transformation.

Kyshira Moffett: Okay.

Kyshira Moffett: Addition, additional tips here, start with whatever your client needs to know first. So sometimes again, we try to jump ahead. We want to create a digital product. That's going to solve step 10 on their problem list or problem number 10, our coaching program solves problem number five, but we haven't addressed problems. One, two, three, and four. Okay. So what do they need to know first again, I like to go from the angle with Digital products of really that, what are the gaps that I'm noticing? I'm not noticing clients coming in with because I find it as an easier upsell into the coaching program. You know, definitely look to establish yourself as an expert with these low end offers. You don't want to just put them out for the sake of putting them out, but really think intentionally about these topics and it gives your client, it should give your clients something tangible to achieve or something to learn.

Kyshira Moffett: It's really thinking about those outcomes and how to define them. So now moving on to mapping out the mid-level product, this is typically going to be your courses, your mini courses. So maybe you don't, you know, par you know, courses that have two, three, four parts typically or mini courses, anything more than that, anything more than four modules is typically just a full length course. I've also seen high end template packs be within the mid-level space, but you definitely want to think if you are going to create a mid-level offer, think about having a smooth transition from the lower end to the mid level and meet the client where they are, what do they need? How are they voicing

Kyshira Moffett: that need? And then start your

Kyshira Moffett: Mid-level product with the knowledge they learned in the low level products, right? This is an opportunity for you to down sale in the midst of this mini course. If you are referencing something that another product creates, make sure you link to it. If you want, give them a code for it, right? The discount code and providing, provide answers to questions that you notice were coming up from the low level product. That's another opportunity. Again, leveraging that feedback to build out a really robust mid-level product.

Kyshira Moffett: So

Kyshira Moffett: Again, this is really reiterating what we already covered, but step into that ideal client's shoes, what do they want to learn? What are they thinking about? What are their problems? What's keeping them up at night? What are they hoping for? Do they have the same struggle as they did when they bought the low-level product? And what can you realistically offer in this mid-level product, right? We don't want to over promise and underdeliver. Um, and what kind of transition a transformation is the client seeking? So an example of, one of my mid-level products was a four 97 course I had called side hustle success. It was meant to help people who are working full-time jobs, um, learn how to create a profitable side hustle and that built out everything that I did to quit my job. But I started from the lens of somebody who just wanted to be an entrepreneur who was trying a little bit of everything.

Kyshira Moffett: And that course really focused on how to again, find your niche, how to build your brand as a thought leader, or how to figure out what kind of style. So to actually have had a market, that side hustle and ultimately quit your job. And that was open to any service-based business owner. Another example was my livestream unlock tours, which heavily focused on how to begin to seriously incorporate livestream into your marketing strategy. So that course taught people the technical side to live streaming. It taught the mapping out content ideas, talking points and how to sell, to have strong calls to action and build a client funnel from live streaming. So a couple of format options you have, again, Facebook group, group, coaching calls, workbooks worksheets, VIP club, monthly membership, the group coaching calls is that kind of the wrong language here, but basically what I'm going for is like, you gotta people have those really high-end courses that are like two K three K and they have biweekly or monthly Q and A sessions where you hop on a zoom or in a Facebook live.

Kyshira Moffett: Like that's what I really mean by that. Um, here. So again, in this level, people do want more access to your expertise and to you, but you do have to be intentional about how you manage and monitor that because it also depends on the price point. If it's a $500 mid-level versus a 2K mid-level, the access points may look a little bit different. So whichever you choose or however much access you choose to give, just make sure you clearly communicate that that's like the biggest reason people have like complaints with stuff like this is that people don't clearly communicate what, what your, what the client should expect. And again, if it's a course, how will you release the info to avoid overwhelming the customers in the past? I've done it where if you bought one of my courses and you paid in full, you got access to everything and it was organized and you know, one, you know, sequential order. But if you want a payment plan, it was drip released that I've always on a biweekly model with everything being released that

Speaker 5: Way. So

Kyshira Moffett: Then your high-end offer. We're not going to spend a ton of time here, but this is the offer where it's going to be the most personalized people will have the most interaction with you, whether one-on-one or very high touch group. And this is where you're going to provide it advanced training and strategies, and you'll help them gain mastery of the topic at hand. If again, you're in the founder circle, stage three teaches you how to create the high-end offer. So that's the packaging module. Okay. So if you're creating your digital offer, just a couple tools, one is Creative Market, Creative Market will give you templates for workbooks and eBooks. So they have the templates available for Canva, Photoshop, InDesign. So if you, I, you know, I definitely encourage, if you are someone who that doesn't have a huge design skillset, go to Creative Market, spend the $30 and get the template because you do want your stuff to look nice.

Kyshira Moffett: You don't want it to look janky and cheap, even if it is cheap, because again, this is going to represent your brand again, Canva, you know, we always mentioned that you can use Canva to build your workbooks, your eBooks, or template packs, um, you know, swipe files. You can use it to make your slides, things like that. Um, Loom is a video screen recording tool. So you can use loom to record, um, your videos, trainings, your audio, your not your audio, your video trainings, your webinars your masterclasses unless you're doing them live. If you're doing them live, you know, you can use things like go to meeting or go to webinars,

Kyshira Moffett: Zoom. Um, what

Kyshira Moffett: Is the other thing? Webinar Jam there'll be go Webinar Jam, things like that. Easy Webinar you can use Thinkific to sell courses, to sell mini courses, to sell classes, to give access to a live class replay. If you'd maybe charge for a live class, you can even use this to deliver a digital product. And then a couple optional tools that I actually use. So one is Vimeo. Viemo is a video, um, host. So you can store your video files and it's a little bit more secure than using YouTube there. And from Viemo, you can embed it into things like Thinkific, your website, things like that. And of course with Thinkific if you can just upload the raw video straight to the platform. So that's another option. Um, Thrivecart. It's a checkout page system with Thrivecart. You can set up checkout pages and it will actually deliver your digital product for you.

Kyshira Moffett: And then there's Lead Pages. So if you don't want to make the sales page for your products on your website, um, you can use something like Lead Pages to make it. You can also use something like Kartra or Kajabi. One thing that I didn't put in a slide that I do want to say is that I actually sell my digital products 95% of the time via email. So I only typically market digital products, but I'm doing a product bundle. Um, that's just something that I do. That's not something that you have to abide to, but I like to be transparent. So I typically do product digital product bundles, which will be a mix of downloads and classes for my birthday. I typically do black Friday, and then I may do one other time throughout the year, depending upon what's going on. But any other time I sell my low end products via tripwire and tripwire is basically when someone signs up for my email list and they get redirected to a page which is built in lead pages that says, Hey, grab the $17 digital product.

Kyshira Moffett: It has a little timer on it and it tells them what the product is out. Um, and again, that's something where, again, anything under $97, you can easily sell via tripwire and this, and I know that probably sounds really complicated, but all you have to do in your email marketing tool is go under a form settings for whatever, whatever opt-in that you're promoting right now. And it has an option for you to change the redirect. So right now the redirect properly just takes them to a thank you page that Convert Kit or whoever else you're using just has as a standard, you can actually change that and you can put it in your own URL. So that's how I send people to Lead Pages. So that's that. And then if I'm selling like a mini course, like my side hustle course, my live streaming course, those get sold through a passive email funnel.

Kyshira Moffett: So you all are given a ton of email templates in this program. You can customize any of those to sell these things passively. It definitely follows the same product. Again, it takes the same energy to sell at all price points. So definitely replicate what you have. And so I probably have, right right now at the time of this filming, I have no passive funnels running because of a number of reasons, but historically I would always have at least one passive funnel running for a for a mini course. We're not a mini course. That's the wrong language. I would have at least one funnel running for a mid-level product. And I'd have at least one funnel running directly just for coaching. Just because again, from a time meaning revenue standpoint, it just made more sense for me to spend time building out

Speaker 7: Funnels for my one-on-one

Kyshira Moffett: Coaching services than it did for these lower ticket products. So, um, you can also choose to down, sell on the phone. If you do have the capacity to create a digital product, you just download it to the client on the phone. Um, I just kind of pick and choose when I do that. So I'll do that. If I feel like, you know, I'm talking to somebody, they do have an objection, maybe it's around timing, price, whatever else. Um, and I feel like they don't fully need coaching. There are some people who I talk to who for real, just need like this one core thing, like they need to start live streaming or something like that, or maybe they aren't ready for one-on-one yet. They just aren't, they're not meeting my ideal client threshold. So they need to go through that. Hey, what are the gaps that your clients have digital offers?

Kyshira Moffett: So I may send them, this side hustle success. Is this somebody that I feel like is a perfect candidate for coaching and you're objecting. I don't down sell them anything. I just follow up with them because down-sells can sometimes create busy work for the client. Sometimes we have this notion that down sales is going to make them come running back to us. But a lot of times, especially if you're downloading a digital course or digital product, the person's going to person may or may not buy it. And they're going to spend a year looking at it and never actually open it. It's going to just collect dust. And they're just going to forget and move on with their life. So I'd rather just follow up with them, know every couple of weeks to nurture them and get them back interested in the programthan to down sell them

Kyshira Moffett: A digital product. I have

Kyshira Moffett: Down sold like an ALA carte, 45 minutes to an hour coaching call, which is just a very different thing because typically they do end up wanting to do coaching after that. But again, it really just depends on just depends on if I feel like the person could benefit from some spot help versus actually needing a full program. So the moral of the story with what I'm saying here on this tangent is you have to start to use your spirit of discernment with some of this stuff like there. I wish I just tell you there's definitive right or wrong for some of these things, but it's a lot of gray there in coaching. There's a lot of gray. So it was going to be a lot of experimentation. So enjoy this training, download the workbook and let me know in our Facebook group, if you have any questions.