Tiny Offers: How Low-Ticket Offers Can Accelerate Your Growth
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Welcome to the Social Media Marketing Podcast, helping you navigate the social media jungle. And now, here is your host, Michael Stelzner. Hello, hello, hello. Thank you so much for joining me for the Social Media Marketing Podcast brought to you by Social Media Examiner. I'm your host, Michael Stelzner, and this is the podcast for marketers and business owners who want to know how to navigate the ever-changing marketing jungle.

Today, I'm going to be joined by Ali Bjork, and we're going to talk about how you can use low ticket offers to accelerate the growth of your business. By the way, if you're new to the show, be sure to follow us on whatever app you're listening to us on. We've got some great future content coming your way. Let's transition over to this week's interview with Ali Bjork. Helping you to simplify your social safari. Here is this week's expert guide.

Today, I am very excited to be joined by Allie Bjerk. If you don't know who Allie is, she is a demand generation strategist who helps marketers and entrepreneurs skip launches and build profitable automated systems that scale. She's host of the Start Tiny Show. Her forthcoming book is called Tiny Offers, How to Build Low Ticket Profits.

products that build an impactful business. Allie, welcome to the show. How are you doing today? Hey, I'm so good. Thank you for having me. I'm really excited to be here. Super excited to have you here, Allie. Today, Allie and I will explore how tiny offers can help creators, entrepreneurs, and marketers accelerate their growth. Now, before we get into this

I would love to hear a little bit of your backstory. How'd you get into marketing? Share the story. Start wherever you want to start. Yeah, absolutely. So I didn't start out going into marketing. I actually was going to school to be a designer. I was a fine art major and

went through all the graphic design classes. And I realized it was a lot of time behind the computer. And I was a social butterfly in college. And I loved just going out and watching how people interacted and studying people more than anything. And I ended up my senior year of college, I added another major. So I ended up going a little bit longer than I wanted to. But I double majored in graphic design and marketing. And I graduated in 2008, which was not a great time to graduate college. There were not

very many jobs and especially for a designer marketer with no experience, there was really not a lot to do. So I ended up finally getting a job doing SEO for a marketing agency. And I knew nothing about SEO. I'd never even heard of it. I had to Google it. I saw the job posting. So I Googled what is SEO. And then I went to the job interview and I did my best and I ended up getting the job somehow got this job doing SEO. And

I really quickly had to learn how to be an SEO strategist. So I read as much as I could. I bought online courses and I really owned it and became an expert in SEO. So around that same time, I was just married. We had just bought a house, had a baby, did the order of operations that I thought I was supposed to do. And I was working full time and I was absolutely miserable. And I couldn't figure it out like

this is what I thought it was supposed to look like. I've got my dream job. I've got the husband, the house, the kid, the daycare drop-offs. But I started doing the math as many entrepreneurs do and realized that while I was being paid about $17 an hour, the agency I was working for was billing my time at $90 an hour. So without knowing a lot about business, I was like, huh,

If I could just go out on my own and charge half of that or even a third of that, if I can make 30 bucks an hour, like that would be the dream and I'd be self-employed. So I started freelancing and I did absolutely everything for the client for a retainer of 250 bucks a month. You know, I was blogging, I was doing SEO, social media, like anything I could learn, I was doing for the clients. And I had the number 6K in my brain. I'm like, if I could only make 6K a month as a freelancer,

I would be set. And then I kept adding clients and, you know, 6K divided by 250, not very fun clients to work with, doing everything, didn't work out very well.

So I ended up learning really quickly to increase prices and just keep honing my skill set. So I learned how to run ads. I taught myself how to run meta ads. Then I taught myself how to build sales pages. And then I taught myself how to write conversion copy. And I just kept increasing the amount of money that I was able to charge because my skill set kept expanding. And then eventually, I discovered this crazy world of coaches and entrepreneurs and online businesses. And I was behind the scenes of a lot of people's launches and...

building the funnels for them and running the ads for them. But I always had that little voice like, could you do this? Could you be the face of a brand? Could you create a program and coach and have your own digital product? I had the thought of doing that for probably, honestly, like 5 years and I never did it. And I couldn't put myself out in front and be the face of my brand. So for a long time...

kind of growing in resentment, I kept doing the same work that felt really easy for me to do. And then finally, after a string of some not so fun clients to work with, it's like I had the light bulb moment of

you've got to do something different. You've got to work a little bit differently because I was burning out so bad because I just had to work with so many clients to keep up. And, you know, 6K suddenly wasn't enough. That wasn't the dream each month anymore than it was. I wanted to make 10K a month and 15K a month. And it just, you know, it's like I just kept growing. And eventually I did end up launching my own digital product, but I did it in a way where I didn't have to be so visible in my business. I built a system around it so I could take my expertise and,

of knowing ads and sales, copywriting and building digital products. And I kind of put those all together and launched my first ad set. And I was like, curled up in the corner, so terrified to turn on my own ads. And the very first day, I think I've spent $30 in ad spend the first day on a credit card that I had laying around in the corner. And it was really scary for me. And I made a sale to a stranger. And I was like, what?

just happened. Like somebody just paid me $27 that I don't know. This is crazy. It was like the best money I ever made. And then the next day I was running errands and I was making money while I was running errands. And I was like, what is happening? Like these people are going to ask for a refund for sure. Like there's no way they actually bought this on purpose.

it's impossible, but it just kept happening. And as I got a little braver, I increased my ad spend and then I would increase it again and I'd increase it again and it just kept growing and it kept working. So that's kind of how I fell into the digital marketing, like the personal brand side of things. I was really reluctant. I didn't really want to do it, but I did. So I ended up overcoming a lot of, I think, self-belief challenges in order to get to being able to be here today, which is awesome.

Very cool. Love the story. So bring us up to the present. What are you doing now? So I launched that initial offer, which I ended up trademarking as tiny offers. I launched that initial offer in 2018.

And ever since then, a lot of people saw how I was doing it. And they were like, can you teach me tiny offers? Like, I want to learn how to build a funnel like that and have the multi steps and ads that convert with cold traffic. And again, you know, it's like the reluctancy of, well, I don't want to run a group coaching program. That sounds really scary. I don't want to be on Zoom and have all these people staring at me, hoping that I have the answer. So again, it was continuing to build that skill set, just like I learned how to

run ads. Back in the day, I learned how to launch a group coaching program for myself and how to show up and coach a group of people, even though, again, it was super out of my comfort zone. So I ended up launching this group coaching program. I did live webinars every week for a year to sell this group coaching program. And I got really good at doing live webinars. And I did that for probably about three years. And then I just have continued building that coaching program. And I recently bought another company that kind of tacks on to what I'm doing with Tiny Offers

So just been growing and exploring and, you know, learning new things all the time. So that's where I'm at. Sweet. Love it. Love it. Love it. Okay. So first of all, I absolutely love the journey that you've been on. I'm sure many other people listening have been on a similar journey or on a journey like that right now to the marketers that are listening right now. Why should they target marketing?

buyers with ads, because that's kind of what we're talking about, right? To grow their list. Because I'm reverse engineering a little bit about what you've told me, but why is it that if we target buyers with ads, that that's advantageous? What's the upside to it if it's done right? If it's done right, it can work really, really well. Because everybody talks about building their email list, right? But

we don't always talk about or think about who we're building our email list with. Like what's the psychology of the person coming onto the email list? And when you grow an email list full of buyers versus people who are downloading your free training or signing up for a video they're not gonna watch,

You're just inviting people in with a different mentality of people who pay, pay attention is a quote that I hear a lot. They're investing to be there. So when you're targeting buyers, you're building an audience that's already invested in you. They're already going to go through what they purchased because they paid for it. So they're going to log in. They're going to watch the video that you're selling them. If it's like a mini course type thing, they hear your voice, they get to know you a little bit. So the trust is built so much faster and it can really shorten...

What a lot of us think we have to do as creators or coaches or entrepreneurs is the no like trust factor. And that can take forever. But when you go straight into selling a really useful tool or mini course, you don't even need that whole long process because you build trust so much faster.

All right. So why don't we define what the heck a tiny offer is and kind of why it works a little bit? What is a tiny offer? Because I think this is a unique phrase that you've come up with that maybe not everybody's going to understand. So why don't you explain it to us? So the way that I explain it is that a tiny offer is a small, irresistible digital product. It's usually between $7 to $47, and it's focused on providing a solution to one very specific problem.

problem. So it fixes one pain point for your client or for your buyer. And it also creates a quick win for the audience. So when it solves that specific problem really fast, it flips the traditional marketing model of needing to take a long time for people to get to know you. And then instead of giving away the free stuff, you're building it full of buyers. So it's a low ticket

front end digital product often used to cover the cost of your ad spend too, depending on if you're an advertiser or if you're doing organic content. Okay. So I want to echo back to you a little bit about what I just heard you say. First of all, it needs to be a low cost. Like I think I heard you say between like seven to $47, but

It needs to be irresistible was the phrase you used. So it has to be super targeted to fix a problem that people are facing so that they feel like they got their money's worth, right? They got more than their money's worth creating this quick win concept, right? And tell me a little bit about why the quick win thing is so important. It's

It's really based on dopamine. Like it's all the buying psychology that we've seen with other types of marketing or other marketing funnels. But when you focus on getting them a quick win and it almost, it starts to transform your,

the buyer themselves. Like they start seeing themselves in a little bit different way. The same way when you hear about people talking about webinars or challenges, you know, you have to help people have a transformation and you have to help them shift a belief and then come into your higher ticket thing. You can actually do that same type of belief shifting or paradigm shifting in lower ticket offers because you're teaching them something that is going to help them see themselves differently in the end. And then your higher ticket stuff makes more sense.

I love it. Where do we begin? What's the first part of your process? Like if we're going to do something like this, and I'm going to assume most people that are listening to this have never done anything like this. Where do we start? Yeah. So I always start with helping people identify their audience. You know, who specifically is this for? And the more specific, the better. So I talked to someone recently.

yesterday who helps teach study habits. And I was like, no, that's great. People need help with study habits. But by the end of the conversation, it was I help kids in high school who have ADHD and have a hard time studying for tests. Like that's so much more specific than, you know, I help people study because your brain doesn't really attach to that. If you're somebody who has ADHD, who might need her to help you learn how to study for tests. So when you can

identify who your person is that specifically, it's way easier to think of the end result. Like what do you ultimately want to do to serve these clients? You know, do you have a membership or do you have a coaching program or a course that you want to sell and think of the bigger result that you get for people, but then reverse engineer into where they're at

currently, and what kind of content are they looking for to solve the problem that they have? And even identifying what are their biggest problems? A lot of creators and course creators, they don't necessarily think through what is keeping their person up at night, like if they're stressed or if they have a problem that they're going to solve. Sometimes as an expert,

You think about the fitness niche, you're like, oh, you have to eat healthy and you need sleep and you need to drink water and you have to walk X amount of steps. But the person who is in pain and wants a solution, they're just looking for like, just give me a meal plan. Like, just give me something quick and easy that I can follow. And then your bigger thing can solve all the other needs that they have. But some people get in their lead generation, they're thinking too broadly about.

So I help them identify what is that the smallest tiny piece that you could solve that specific problem, the thing that's keeping them in the most amount of pain and give them a tool or a quick win around that thing, and then ascend them into your higher ticket stuff. I love this. And I want to kind of break this down a little bit. So

First of all, what I heard you say is it's really important to understand who that audience is to a very narrow specificity, like the ADHD audience versus just the students who are struggling in school audience. Right. And then I also love that you said, what's that big goal that you ultimately aspire to achieve? Because that's not what you're going to be promoting here. Right. You're going to be promoting something that gets them closer to that goal. Right.

And you said kind of reverse engineer a little bit. So talk to me a little bit about how do we actually figure out what our audience needs before they buy our product? Does that make sense? Yeah, totally. And especially for people who maybe haven't created something like this before, it feels like a stab in the dark. Like, well, I feel like I'm just guessing and I don't really know what they want. If you don't have people that you can survey or you can actually talk to the humans who have this problem, you're just starting to think about it.

One of my favorite activities, which sounds ridiculously creepy, I love to stalk comments on social media. Like I love looking at a viral reel and seeing what everyone's saying. Like I'll click to the comments before I even read the caption sometimes. And you can do the same thing if you search your topic on Reddit or if you go into a Facebook group that is about your topic and just read the questions that people are asking. I also go to Amazon Books and try to find a book that relates to my topic and

And then I'll often flip the reviews on it and look at the negative reviews first. Like what did they think was missing? What didn't they like about it? Those are some ways to start identifying what you could sell as a tiny offer. The other thing, if you think about where you get riled up, like when you see somebody say, you know, all you need to do is cut carbs and you'll lose weight. If you are a carb lover and you don't think that's true and you want to teach like, no, this is the method where you can still eat carbs and you can still get the results you want. The things that

make you triggered about how other people are talking about your topic. That's another thing. That's kind of where you can put your flag in the ground and be able to create a product around that too. Because it's kind of a unique selling mechanism, which is what does get the dopamine trigger going when people see it in a news feed. We want it to be different. We want it to be new and we want it to stand out.

Interesting. I am thinking creatively and out loud. And I know if I say this, someone's going to steal it, but it's fine. We have something called the AI Business Society. And I post a lot about AI related stuff. And one of the comments I see coming up over and over again is I wish there was a guy that told me which large language platform I should be using. Because there's all these different options out there, right? You've got bazillions. You've got Microsoft. You've got Facebook. You've got OpenAI. You've got Gemini. You've got Claude.

and people are like just overwhelmed with the options, right? So if I really wanted to, I could put together like a beginner's guide to selecting the right tech stack or the right platform for getting started with AI. And it could just be a really kind of simple, what are you trying to achieve, blah, blah, blah, series of things. Is that the kind of thing that could be a tiny offer? Yeah, yeah, it's a good starting point. And I think one piece that I add to a lot of tiny offers is,

a bonus structure that's going to help it feel even more of a no-brainer offer to people. So as you're talking, I'm like, oh, and then you could have a Google Doc that has prompts that they can use. And I think through in terms of how do I make it as irresistible as possible and as easy for them to implement? Because somebody might buy it and be like, okay, but this might change in three months. How do I know that this is still going to be the best option? So I try to think through what objections are going to come up

for them. Frank Kern calls it the yeah, but so like as they're seeing your product for the first time, what is their brain doing? That's like, yeah, but like it's not going to work because of X, Y, Z. And then I have the main tiny offer, but then I usually have at least three bonuses that go alongside it that really solidify the like, well, I have to buy this. It's low ticket and it's going to help me with all these things. So there

There are some people listening right now that are saying, why can't I just do this and give it away for free? Cause I'll get more leads. What do you want to say to those people? You could, but we want to think about who the lead is. And one of the things that I talk about a lot is not just the, I know we do a lot of talk about demographics and you know, what's your person's name and where did they shop? And you know, like,

That's all good for marketing. But I like to think through also the psychographics of the person who's buying. What are their beliefs? What are their values? What do they think about spending money to save time? That's one of the biggest things I focus on is we want to make sure we're growing our list full of people who value their time more than they value their money. They're going to compare the two. They're willing to part with a little bit of money to save a lot of time because those are the people that have the right

attitude or the right mindset to see the value in other things that you have, where when it's free, people often will just, especially as people who are starting out and don't have resources to invest in anything else, they'll collect as many free resources as they can. And they'll squirrel them away and think maybe someday I'll come back to that free thing that I got. But then by the time you email them, they're like, who's this person? I never signed up for this. And they're like, unsubscribing and reporting you to the email list. You know, it's like,

When you attract people who want to be there and are putting their credit card down to come into your world, it's a totally different game. - I love it. Okay, so let's spend some time, and we've already kind of done a little bit of this, but let's spend some time on the actual offer itself. You've already mentioned that ideally it should be something that's time savings.

And I think I heard you say, and correct me if I'm wrong, that the reason why the time saving things is valuable because everybody wants to save time. And if it's something that they can do quickly that will yield them time, then there will be some sort of an ROI that will give them that dopamine hit. Is that kind of what I'm hearing you say on the time saver product kind of thing? Yeah, totally. It's such a universal pain point. I mean, who haven't we talked to that's like, oh, I'm just so busy. I never have time.

So it's a really easy thing to be able to hit to make sure that it applies to everybody. So let's just go through some of the things we need to be thinking about when we're building this tiny offer. What else should we be thinking about when we're building the offer? So we talked about the bonuses a little bit, but when we're thinking in terms of running ads to the offer, the main offer or the piece that's

$7 to $47, that front end thing, the first thing people see, that's usually what will liquidate the ad spend. So maybe you're spending, you know, $30 per sale to Facebook or Instagram. And then you can do things like add an order bump to the checkout cart. So it's, you know, just that little box that you've probably seen that says, add this to my order. You add an order bump that increases your cart value a little bit. And then the next thing that I always encourage people to do instead of

bringing them to a confirmation page, then you ascend them into what we call a one-time offer. So it's usually a second mini course or something that's a little bit further into the customer journey for what they would need. And that price is usually 77 to $97 for the upsell or the one-time offer. I use those interchangeably. Just real quick before we get into this, because I know where you're going and I want to back the train up just a little bit to the actual creation of the initial offer.

So let's talk about when we're creating the initial offer, let's talk about B2B versus B2C pricing and maybe give some examples because I know you've got an example just so people can understand because if you don't get the offer right, it sounds like none of the rest of this stuff is really going to work, right? Yeah, that's so true. Yeah. So when I talk about this, I'm usually working with two different types of audiences and after doing it for five years and seeing the ins and outs of different niches and different types of businesses, I'm

I've found that if you're in the B2C niche, so someone who's not really trained to invest in themselves, you know, it's a little harder for them to say, okay, if I spend $50, I'm going to get a return on investment for $100. You know, they don't think like business owners and see return on investment as black and white as entrepreneurs might.

So someone who is in that B2C marketer, if that's who you target, it's easier to start a little on the lower end. So if you sell a main offer that's between $7 to $27, that's probably going to convert better than if you would do something that's on the higher end of that low ticket offer.

offer. Whereas business to business, we can justify anything. We think of anything as, oh, this is an investment in myself and I'm going to learn something and I'm going to make 10x on what I just spent because I'm smart and I'm going to implement it. You end up asking for a little bit more on the front from a B2B type audience. So around that $27 to $47 range. But

One other thing, if you have a very sophisticated audience who's used to spending like ultra high ticket, you can usually get them to spend up to about $97 on the front end as just the first product that they see. Okay, I love it.

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So what I'm hearing you say is that the audience for B2C should be like in that below $27 and B2B can be up above there up to 47. But if it's a super sophisticated audience, maybe even up to 97 or $99.

What about the substance of the offer itself? Like just help people understand what are we talking about here that we're giving away? Are we giving away ebook? Are we giving away a spreadsheet video series? What are we giving away exactly? Like what are the options? Yeah. Usually I try to think of...

all of the different ways that I can deliver the same information without making a ton more time for me to create this entire tiny offer. So if it starts with a mini course, it might be three different five minute videos. So really quick, but then I'll see if I could transcribe that into an ebook that goes alongside and maybe I turn it into a checklist or maybe I turn it into a podcast. I try to

recreate things in different ways so that when the person logs in, they're like, wow, I got all of this for $27, even if it's just slightly repurposed from the original course that I created or mini course that I created. Another way that I like to think about it is if you were to go to Barnes and Noble or any bookstore and look for a book on your topic and you kind of open it up and you look at the index and all the different

things that are going to be inside of that book. You think through, you know, how would I turn this into a tiny offer? Like, could I pull out just one chapter of it? Could I pull out an outline and then give them the, you know, the high level overview of the topic? And then my higher ticket thing is what is more of an advanced training. There are different ways to pull out a piece of what you're already doing without, you know, what they call cannibalizing the other stuff that you're selling. You can, you know, pull out a piece of another offer that you have or another product that you have and reteach it

in a different way and use that as your front end product as well. Do you recommend over delivering? Do you understand what I mean by that? Oh yeah. If I've gotten kicked back anywhere with this system, it's like you way over deliver for a low ticket price. And I'm like, yeah, that's the point. We don't want to, you know, have them log in and have their initial reaction be like, I totally wasted 27 bucks. Like this should have been a podcast or a blog post. Like we want to have that

feeling of gratitude or almost reciprocity of like, I'm so grateful this person was willing to build such a great offer for $27. And now I'm going to stick around. I'm going to follow them on Instagram. I'm going to see what else they're doing because I trust this person. Now I wasn't, you know, I was a little nervous to invest $27 in someone that I've never seen before, but it paid off and I'm smart because I did that. And now I'm going to keep following that person. You know, we want to have that be in the buyer's mind instead of like,

this was a waste of time and a waste of money and I want my money back. We definitely don't want to create that experience for them or for our businesses. When we're creating this offer, should there be a teasing or hinting of that there's other stuff that's available to them? Do you understand what I'm asking? What's there inside of the offer? Yeah, yeah, exactly. And there are ways to do it in a very obvious way or there are ways to do it in a more subtle way, depending on someone's comfort level with selling. I think the

easiest way to do it is to just mention in your trainings, you know, in my advanced training, I cover this in more detail or with my one-on-one clients, we do this X, Y, Z in this way. So you just kind of tease the fact that something else exists, but you can also, you know, there's no reason that you can't have a module inside of the training. That's a complete video sales letter for your next thing. Or maybe it has a button to go book a

call or maybe on the sidebar of your learning management system, you tell them exactly what to do next. You know, some portion of the people that buy the initial thing are always going to be ready to go straight into your higher ticket.

thing that you have available. You know, they're just, they're there and people are never going to be more excited about finding you than right after they find you. Love it. Okay. So the next part of the process is building out the sales page. And you've already kind of hinted at some of this. You said the goal is ultimately to generate enough money from the initial offer to cover the ad spend to drive traffic to the page.

And you also mentioned order bumps and one-time offers. So just talk to us a little bit about

First of all, just the sales page itself. Like, what do we need to be thinking about when we're building a sales page for this tiny offer? Yeah. So I follow Ray Edwards, who's a mutual friend of ours. He has a method that he calls the past store method. And the framework that I follow on every single page really follows this acronym. So what it stands for is problem, amplify, story, transform.

transformation, offer and response. So if you think about it in terms of a long form sales page that you've seen, a lot of times they follow the same flow. There's a great hook at the top that gets your attention, gets you interested, makes you want to scroll the rest of the page. And then it's like, hey, you might feel like this. And then it has all these negative things that you're feeling. And then it has another section right under that, that makes it even worse. It's like,

This is why things are even more terrible than they were in the last section of the sales page. But then you kind of start flipping the script on the person who's on the page and you're taking them, you know, kind of through this whole journey and you bring them into a section that's like, imagine if it wasn't as terrible. Imagine if it felt like this instead. And you're kind of helping them imagine for me, since I talk a lot about selling from automations and selling while you're not in your office, like more out of offices.

messaging. That's the picture that I'm painting in that section of like, imagine you're shopping at your favorite boutique or you're at a yoga class and you're making sales. I'm starting to help them envision that

result for themselves. The next is that's kind of along with the transformation and then you go into the offer. So what is included in that tiny offer? I do a lot with mock-ups where it looks like it's a computer screen and then it has the workbooks kind of flayed out behind it. So it's very visual. It feels like you are getting a tangible product, even though it's a digital product. What tool are you using for that mock-up?

I usually use Canva. I mean, I use Photoshop sometimes too, but I know that's not realistic for everybody to learn a whole new complicated design software. So I have a lot of templates in Canva that I use that can do it well enough. Sweet, keep going. You were talking about below the mock-ups. Yeah, so then I have a staff

Usually, you know, when you've seen a sales page and it's like, you get this and it's like the home shopping network, right? Because you get this and you get this and then you get this bonus and this free thing and you start building upon all of the different pieces that they're getting. So now they're scrolling through the page and they see the offer and they're like, oh, wow, just $27 and I get all these different things included. And we know that we're saving them time. We're hitting all the yeah, but objections that they might have.

And then under that, I usually always include my bio, like why they can trust me, who I am. Then I have an FAQ section that explains a little bit more about the product. I always include a money back guarantee on my low ticket offers too, because they don't know me most of the time. It's cold traffic going straight to that sales page. So I want to reverse any risk that I can. And then at the end,

it's the cart and the checkout and another summary of everything they get. And then that's it. So I have a template and I built myself a tiny offer for my new company over the weekend. And I remember like, man, this took me like probably six months the first time I did it to write all the copy and like put it all together. But now I've gotten it to the point where

You know, I have templates and I could just duplicate, enter a new copy and it was done in a day. So it's been fun to see it evolve to that level. You have someone you work with who's a health coach. Can you tell us a little bit of the story of what she did? Yeah. So I have a client that I worked with named Valerie and she is a health coach and she's shifted into...

going from working B2C to more of that peer expert level where she's now, you know, she had such great success as a health coach that she's now helping other health coaches do what she did. So she created a tiny offer that bundled, she has different bundles, but it bundles what she was using for marketing or how she was attracting clients to her health coaching business. And then she sells the templates

to people as a tiny offer. So for $27, she has basically something that another coach can white label. It's like a protein bundle, and then they can use that with their clients. So she's found a way to run ads to this low ticket bundle of different client attraction things she's created specifically for health coaches. And then on the back end, she sells her membership. That's $19 a month. And...

When they come into the membership, they get all of her other templates and they get coaching and they get a community and they get all this cool stuff for 19 bucks a month. So if she were to just advertise only her membership, people would be like, I don't need another subscription. I already have Netflix and all this other stuff that I'm paying for. People would have a lot more objections just seeing that ad without having any context.

of everything that they're going to get and who Valerie is and how amazing she is. But when they see, they start with a low ticket offer that does all the stuff that we've talked about. And then they see the next offer. It's like they've already established trust just from buying, which in any other world, that's kind of hard to do. So it's a really easy way to bring people into something almost immediately that they may have ignored in their newsfeed otherwise. You know, what I'm learning as I'm interviewing you, which is so fascinating to me,

and may be very relevant to anyone else who's similar to me, those of us that have a really big following or a really big email list and are used to direct selling our products and services could benefit from adopting what Ali is talking about. Because instead of, for example, just promoting your membership consistently across all of your stuff, what if you promoted the tiny offer instead, right? Because one way to do it is to obviously put

ad revenue behind it. But another way is to actually promote it in your newsletters and in your email lists and on your podcasts. And if it's small, you could use organic and paid media. Could you not? And drive it to the tiny offer and still be very successful. What's your thoughts on that? Yeah, definitely. I had a client named Chris who has a membership. I think it's called Musical.U. And that's exactly what he did, where he had an email list that they'd been around for a while and he'd been running freebies and had built his list for

for a while. And then he turned on his tiny, built a tiny offer, ran abs to it, but also launched it to existing email lists. And he had his membership tacked on the back end of it. And he said he had more people ascend into his membership that had been on his list for years and never bought a thing, but they ended up buying the low ticket and joining the membership. So not only was he making money with, you know, stuff he already

email addresses he already had, so he wasn't paying to acquire them. So he's making money from the tiny offer and then getting that reoccurring revenue added on consistently on the back end too. It's so fascinating because I am so, if I'm intellectually honest, a direct marketer, right? Everything I sell, which is our own products, we're direct selling it like social media marketing world, the AI business society. We're just making marketing messages all completely focused on those things because that's what we've always done. But it's

It doesn't mean it's always the best way because it really is hard to get people into a membership. And I can't think of a better way to get someone into a membership than to give them a sample of something that's really valuable as you're talking about, Allie, and then offer them the opportunity to get access to a lot more. Because in my mind, they're going to say, well, how much more valuable could their membership be if this tiny offer was that valuable?

That's probably how it works, right? Yep, exactly. What's the conversion, just out of curiosity, in your professional opinion? And I know we're about to get into paid median here in just a second, but once someone pays to become a customer...

What's the likelihood that they will pay to become a customer again? Do you have any experience on this? Does that make sense? Yeah, I'm trying to remember. We tracked it one time a few years ago, specifically around a funnel that we had in a coaching program that we had. And I want to say that it was like 30% of people ended up

joining the group coaching program. But it was perfectly choreographed in that it was the right pain point. It was the right ascension. Knowing that that was the end vision for the person is ultimately we want them to join this next product. The first one I created,

I just launched the easiest thing I could. I created a social media calendar and it didn't really make any sense in the context of everything else that I sell. It was kind of just a one-off product. And I remember somebody telling me, you don't have a business, you have a product. And I was like, well, that's really mean. But now I understand what he means. Like I didn't have a whole ecosystem. I just had this one $27 thing.

Sounds like something Mr. Wonderful and Shark Tank would say, right? Yes, it was very honest, but I wasn't quite ready for that. But now I understand I should go back and tell him like, I get it now. But yeah, exactly like that. Like some people will, they just get almost offer blindness where they don't see the higher ticket stuff or they, I think trust is at an all-time low too in 2025. Yeah.

Because we're inundated with so many marketing messages and so many opportunities and so many amazing marketers who have great hooks. And I think people are buying courses they're not finishing. So then they're losing trust in themselves. So I think anything that we can do to win somebody over sooner or build that trust in an accelerated way, I think is going to be even more important moving forward. Another question before we get to the paid side of things. Once someone gets into a tiny offer, let's say they're B2B and they're somewhere in that $27 to $47 price point.

Let's say the membership is like $97 or $77 a month. Is it possible to move someone from like a $47 price point to a more expensive monthly or...

better discounted annual program once they've had a chance to get into something that's economical? Yeah, I've seen the craziest. This wasn't a membership, but the craziest shift in sales I saw was from a $27 offer to 100K offer. It was the craziest thing I've ever seen, but it works beautifully. She had to turn her ads off because her sales team was so booked up. Like it was, it was great. But yeah,

To go from $27 to $97, I have a $97 one-time offer on my funnel. And I think maybe 2% or 3% of people take it right there. So it's not a lot, but it adds up.

up after some time. But you can totally bring them into either a video or more like an evergreen webinar type scenario where you're selling an annual price where maybe it's like $9.97 or $19.97 and you're building the context around why it's important and why it matters to them or why it should matter to them. So you can test either way. I know that's like the worst marketing answer ever. Test it. But

But you could have... You see if it works to have them ascend right away and then maybe come back around with an evergreen webinar if they don't buy it. That's just...

trying to figure out why they didn't say yes the first time and what do they need to know or believe or trust to buy more of like an annual option and then downsell back into the monthly if they don't take the annual. Okay, let's talk about paid media. Let's presume everybody who's listening buys into the idea that they're going to create a tiny offer that's somewhere between $7 to $47 depending on who they're targeting and they believe in the value of pumping a lot of value in it, bonuses, all the things.

Now it's time to put some paid money behind it. What tips do you have specifically on how to increase the likelihood that we get this to work? Yeah. So what I love the most about tiny offers is that you can start with a tiny ad budget and it will work. So as long as you know your audience and you know your offering, you know your messaging. I always set up my ad sets at $30 a day the very first day. And my goal is to see one sale. Like if I can get one sale done,

for $30, then I've got validation. I've got some proof that people want the thing that I have. And for me, and I don't know if it's just because my pixel is trained, but it's pretty normal for me to be able to turn ads on and see a sale that first day. So then once I've got the validation, I'm usually...

testing multiple audiences, but in a really broad way. So I used to do very specific audiences, like they have to like Brene Brown and Russell Brunson and Amy Porterfield. And I would like to stack the interests. But now I do really general interests, like they have to be interested in social media marketing, they have to be interested in digital marketing. And I keep it really broad on purpose. And that's what's been working really well for me when I'm kicking off a new ad campaign for tiny offers. So tiny budget,

straight to the sales page. The ad copy itself kind of follows the same flow of the sales page without having a pitch necessarily in it. I don't have the offer. I'll say that something is for sale on the next page. I don't want them to think that they're clicking to a free resource because then you can get a lot of clicks and...

it kind of flips your conversion rate around where your page might look like it's not converting very well, but context is everything in marketing where someone clicks and they know it's a product that they could buy, then they're more qualified already that they're interested in spending money to get something. So I make sure I say that in the sales copy. I always call out exactly who it's for in like the first line, either with a specific

that my ideal target would relate to? Or I used to say like, hey, digital marketers or hey, online coaches. It feels a little cheesy now, so I don't do that as much. It's more calling out a really specific pain point. So are you tired of launching or are you getting burned out by needing to be live all the time for your business or on social media all the time for your business?

So I call it out and then I bring them through that same kind of the crescendo story of like, it doesn't have to feel the way that it feels. If you want the solution, click to the page. I have a tool that will help you fix the problem, basically. Love it. What about your creative? And when I say creative, I mean like visuals. What are your thoughts on that? Yeah. So when I start testing, I usually have at least three different styles that I'm starting with. I'll write one really good copy and then I'll have...

a mock-up as one example. And it's, you know, we remember the phase where we couldn't have text in the ads. Like now text is actually working really well. So I'll have a mock-up that has some text above and below it and just says kind of a call out for what the product can help them do. That's one creative that I'm testing. I usually will do like a selfie style video where I'm holding the phone and I'm kind of

verbally repeating what the sales page typed says. And I'll make sure that I use an app to put captions on it because I know most people are watching it on silent. So I make sure I do that. And then the other one that I'll do is kind of more like a headshot or a personal branding shot.

that I run alongside without any text on it, more of just like a picture of me. Talk to me about the selfie style video. Any tips on that? Yeah. So try to keep it under 60 seconds usually is what I do. Do you record them in your office or do you go in unique...

places like your backyard or outside? I'll do both. Yeah. Sometimes I'll walk outside. I had one where I was like sitting on the beach with my kids and I was talking. And so I'll try to mix it up a little bit. I think the ones where you're in motion and you're moving convert better for some reason. It's like, it just gets people's attention even more so. Like they're curious. Where's she going? What's she doing? Do you bring your face really close to the screen? Yeah. I mean, it's a little awkward, but I do.

Like try to hold it, you know, where my face is filling the screen pretty much like a normal. So like my arm is kind of short. So maybe however long I can do it. You must have tried it a couple of times because you've got the message down because you're not looking at like a script while you're doing it. Right. Yeah. Yeah. And I think I will try to outline it.

at least three different pain points that I can hit on. Like if I've created the bonuses and I know people want to save time, I know they're tired of launching, I know they're tired on social media, I'll sometimes try to hit all three of those pain points. And you could have like post-it notes around where you're kind of looking. I think there are apps where you can have a teleprompter on your phone. I haven't tried that yet, but that would be cool. Or

One other thing that I've tried to do is split test messaging. So if I have three pain points in mind, I'll create a video just about launching and see how that one does compared to a video that's just about being tired of posting on social media all the time or a video that's, you know, just about another topic and kind of split test those messages side by side and see what's getting the most interest or the most views. And also knowing that

when somebody sees a video, they're going to make a decision in two seconds if they're going to watch the rest of the video or not. So having a really good hook at the beginning is probably the most important part of any of these ads. And having something that's like curiosity inducing, a hook that I had worked really well, it's like, I thought everybody knew this, but I guess they don't. And people are like, oh, knew what? What do you mean? So anything that's going to get people engaged and

and continuing to listen to the rest of the video, it has to start with that first. What's your thoughts about taking a slight loss and having a grander perspective of lifetime value versus just trying to get a profit out of every single purchase with the ads? Yeah, I think it depends on the...

the creator or their comfort level. Like I think if someone has established enough backend and they see that how that works for them and they know they're able to do that. I work with a lot of people. I mean, I work with people on both sides of that spectrum, but a lot of people that when I think of that,

They just, that's scary to them. It's like losing money on ads. Like they just want to break even or they just want to make a little bit of cash from the tiny offer. So I think a business owner who's used to even losing a little bit on their advertising, they've been in it long enough to see that it can pay off in the long run. Or, you know, maybe, maybe their audience takes three months or six months to, you

come into a higher ticket thing. I think tracking is obviously really important for that. So people know because you might think your ads aren't working. And then six months later, all the buyers are coming into your next launch and you're like, oh, why did I turn those ads off? So I think just like that comfort level too can be something that business owners grow into. But yeah, I would be okay with that. It might be worth it to like, if your ads aren't converting, probably to visit your sales page and figure out how to tweak it because you're

It's usually either the ads are attracting the wrong audience, right? And then the sales page isn't converting or they're attracting the right audience and the sales page isn't converting. And in that case, you can take this as experimental data to just understand that your offer is probably the problem and maybe tweak the offering, right? Yeah. You know, if somebody's scaling too, it's a totally different conversation because if you're spending $100K a day, something...

It might be more volatile day to day as you're scaling and you're increasing your budget and, you know, doing different things. And I think when you're at that level, like you're just used to a little bit more volatility in ads and know that you might be up a lot one day. It might be negative the next day, but it does end up evening out. Ali Bjerke, thank you so much for sharing your insights with us today.

People want to connect with you on the socials. Where do you want to send them? And if they want to work with you also, where do you want to send them? Yeah. So I'm going to build a page just for you guys, or I did build a page just for you guys. It's tinyoffer.com forward slash SME. And you can see all sorts of different resources on that page. It makes the freebies, tiny offers, all sorts of stuff. So go check that out.

Awesome. And then if they want to connect with you on the socials, do you have a preferred place? Yeah, I hang out on Instagram the most and it's just my weird name, Allie Bierk. So it's A-L-L-I-E-B-J-E-R-K is my username. Thanks, Allie, so much for sharing your insights with us today. My pleasure. Thanks for having me.

Hey, if you missed anything, we took all the notes for you over at socialmediaexaminer.com slash 656. If you're new to the show, be sure to follow us. If you've been a longtime listener, would you give us a review on whatever platform you're listening to us on and maybe share this with your friends across the socials and do check out our other shows, the AI Explored podcast. And if you're new to the show, be sure to follow us on socialmediaexaminer.com slash 656.

and the Social Media Marketing Talk Show. This brings us to the end of the Social Media Marketing Podcast. I'm your host, Michael Stelzner. I'll be back with you next week. I hope you make the best out of your day and may your marketing keep evolving. The Social Media Marketing Podcast is a production of Social Media Examiner.

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