My First High Ticket Course Was A Flop. Here Is Why - And What I Should've Done Instead.

a year ago   •   2 min read

By Ernesto Gutierrez, MD
Photo by charlesdeluvio / Unsplash
Table of contents

In 2016 I packaged what I had learned from turning around a near-bankrupt clinic into a thriving 7-figure business.

I had helped dozens of doctors grow their businesses with the same strategies. In fact, everyone I had shared this with had similar results. So I put all of these strategies into a highly produced, beautiful online course.

The only question was, how much should I charge for it?

Your product’s price has to match the outcome

If doctors were doubling, tripling, and sometimes even 10X’ing their revenue, it only made sense to price my product at a high-ticket range.

I figured $3500 would be a no-brainer when everyone I had taught this to had increased their profit by at least $50k the following year. I had bought courses for up to $5k at the time so it felt right. With this “validation” I began signing people up for my launch webinars.

After 5 webinars in 5 consecutive days, I had no buyers.

To this day, I am convinced that the problem was not the price of the program.

I simply did not have the social capital to get buy-in for a high-ticket item.

No matter how much money I threw at Facebook to send traffic to my site, it was an uphill battle. Sure, I could improve my sales page, write better emails, or create nicer graphics. I even could have signed people up for a call where I could explain the value better.

But the issue remained: those landing on my sales page had never heard of me, my clinic, or the clients I had worked with.

Lesson learned

Hindsight is 20/20 but, if could go back to those intense weeks, this is what I would do differently:

Instead of going all out and creating a massive course that addressed EVERY problem I and my clients had faced as we built our businesses, I would focus on the most common, or the most painful one.

The one that either caused the most distress, could be solved the fastest or provided the highest ROI.

Then I’d create a quick-to-consume and simple-to-implement course. I would price it at an “impulse-buy” range of between $25 and $75 and I’d send traffic via ads to it. Slowly but surely, that little course would begin creating satisfied customers and social capital.

A few months of that and I’d be on my way to selling high-ticket courses.

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