high ticket event - presentation by eric brown

overview
- What is it? > $1k
- Generally
  - Longer-term
  - higher-touch
  - lead-time
  - sales process
- Examples
  - retreats, coaching, masterminds, experiences
- Process
  - experience design
  - target audience
  - value ladder
  - sales funnels(yin)
  - discovery calls
math
emotions
- deep connections
- full control of experience
  - self-challenges to contuinue growth/development
- the community, true realationship, true visiblity
- more fun, more meaningful, more challenging
experience design
- opportunity
  - blank canvas for exception experiences
- process
  - crafting an experiential arc (hero's journey(retreat), mountain peek(ascent))
- cultivating
  - safety, trust, openeness, engagement
- result
  - accomplishments, experiences, feelings
- mechanisms
  - ideas, activities, senses, group, individual
target audience
- find them vs attract theme
  - who do you want there? what do they care about? pain? hopes?
    - user persona
- find them
  - facebook, subreddits, blogs/media, newsletters, chat groups, sites
- attract them
  - email lists, owned audience, WoM, referrals
- value-proposition (checkout notion templates)
  - what do they need? what does this do?
- warm vs. cold leads a. existing PoC, Fresh connection (warm) b. more likely to join c. Show up, add value, engage, mentoin (cold)
value ladder(yang)
- have something on each step
- $0(free opt-in), $1(begin the money-trust-value exchange), $10(real offerings), $100+(full products/offerings), $1000+(high- Ticket Experiences)
- The hardest stop? The first one.
- you can to bottom-up or top-down
sales funnels(yin)
- awareness(A)
  - conversion, payment, registration
  - FYB webinar, ascent podcast, DTRH email, messages
- interest(I)
  - sales calls, 1-pagers, testimonials
  - newsletter with ending "let us know by answering"
  - personal notes, website, testimonials, scarcity(exclusivity, FIFO)
- decision(D)
  - website, webinar, overview, Q&A
  - application form, discovery call
- action(A)
  - social, video, audio, announcements
  - registration & payment
    - energetic value exchange
- can also build this up backwards
- aim for win-win situations on every level. this ways it always adds value
discovery calls
- its about the person who is becoming and not the product
  - mario+powerflower(what we offer)=supermario
- be prepared to say NO. the group is sacred, the experience is paramount
- painting a picture, the art of storytelling, they talk, you prompt
- we follow essentially a very simple skeleton (they talk, you prompt stuff, double-click, mirror)
  - past
    - what's it like to be you right now?
    - can you tell me more about that?
    - this is what I heard: ...
  - future
    - What is possible for you? Deam big.
    - Can you get more specific about that?
    - This is what I heard: ...
  - You want to go from A > B Amazing. This is how what we have can be an asset on your journey.
With great power..
- comes great responsibility
- these are significant investments for people
- they are in sensitive processes, possibility for frustration/projection
  - for retreats: bodily harm, psychosis, death, medical emergencies
- You will be asked a lot from this
- Liability waivers, community agreements(telegram group-chat), setting expectations
Notes
- it will never be perfect. only in the process of perfecting
- leave room for emergence, don't be rigid
- always start early, warm up those leads
- relentlessly add value
  - at every setp on the way. even on sales calls. what do they need and how can I give them. there are scope limits but its about the people
- treat this as incredibly significant for you & them
- build literally anything you want
- say NO
- mind your business
- you will enjoy it. like you hated vegetables when you where small
- books: show your work

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high ticket event - presentation by eric brown

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