EP283 | If You're Going To Fail, Fail Fast

Going live solo today right before hitting the garage gym. I wanted to share a really important lesson, learned the hard way this past week through a bit of trial and, honestly, error in our local practice. With seeing people in person being tough right now, everyone's looking at online options like telehealth. But let's be real, there's often resistance. We found just telling people "we're switching you to telehealth" works better than asking, but it's still not perfect. The real gold is in figuring out the right online offer. I gotta share a failure here, because as Winston Churchill said, "Success is going from one failure to the next with great enthusiasm." We tried launching a low ticket ($29/mo) minimal equipment training membership to our huge list of past clients (2500 people). Thought it'd be a home run. It wasn't. Less than 1% signed up. Total bummer, wasted a ton of time. But, the enthusiasm part? We pivoted fast. We scrapped the low ticket offer and upsold those few signups (and started focusing outreach) on what we should have done all along: higher ticket ($200 $300/mo) individualized remote coaching. Why? Because it's just as hard, if not harder, to sell a cheap membership as it is a premium coaching service. The difference is perceived value, accountability, and results. People pay attention when they invest more, and frankly, the individualized approach is what gets people the best outcomes and solves their real problems right now. Don't make my mistake and go straight for the high value, individualized solution.

🔑 Key Takeaways:

• Low ticket memberships ($15 $30/mo) are incredibly hard to sell without massive volume and often lead to low client commitment/results.
• Higher ticket, individualized remote coaching ($200+/mo) has much higher perceived value and encourages client accountability and follow through.
• It's often easier to sell a higher value, personalized service via direct conversation (phone calls!) than a low ticket offer via mass emails/ads.
• People WILL still pay for solutions to significant problems, even now. Don't assume everyone is broke; focus on the value you provide.
• Personalized coaching directly addresses client needs, provides accountability, and typically leads to better health outcomes than generic programs.
• Fail fast and learn. Use market feedback (even failed launches) to quickly pivot to what does work. Don't get fancy; solve the core problem directly.
• Selling higher ticket services requires a real conversation (phone/video call) to build trust and convey value effectively.

🧠 Pro Tip: Stop trying to launch low ticket memberships thinking it's the easy path to online revenue. It's just as hard (or harder) to sell, requires massive volume you likely don't have, and gets less client commitment. Go straight to offering higher value, individualized remote coaching. You can sell it effectively via direct conversation, and clients get far better results because they're invested.

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