Mary Cravets

How I Got “High-Ticket” Wrong

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After my recent musings about how to meet the current market – and whether a high-ticket offer is the right next move – I decided to build one myself.

And I got so stuck.

I took notes. Sketched out ideas. Thought about my ideal client.

I mapped out VIP Days, masterminds, maybe even a retreat… but nothing clicked.

(Spoiler alert: what I discovered next lit a fire under me. So much so that I put together a full training.)

Back to my rabbit hole…

I even turned to my favorite AI tool to brainstorm, and it only got worse.

The results? Hype-y. Unclear. Focused on selling instead of serving.

After spinning my wheels for days, two big realizations finally clicked into place:

1. I was out of alignment with my values.

I make no apologies for charging well for my work – but money isn’t what drives me.

Impact is.

And the more I tried to create a “high-ticket” offer – the kind that centers around pricing and sales language – the more it felt like pushing a boulder uphill… in shoes two sizes too small.

And that’s when it hit me: I don’t want to create a high-ticket offer.

I want to create a High-Impact Program.

That’s not just a different label. It’s a realignment – of values and strategy.

2. I was trying to force one kind of offer – when I actually needed two.

Once I shifted the focus to impact, I figured I’d be off and running. I sat down to design my new signature program…

And I stalled again.

So I looked back at the two biggest turning points in my business:

  • The first was about 5 years in, when I created my first high-ticket offer. That was the year I finally broke six figures.
  • The second was in 2024, when I built a completely different kind of high-impact program – and it finally pushed me past the $200k ceiling where I’d been stuck for way too long.

But they were completely different strategies – and served completely different purposes. 

One was a Catalyst Offer – an upgraded experience that helped my clients get results faster or go deeper than my core programs.

The other was a Core Offer – a fundamental shift in how I worked, charged, and delivered results that changed the entire trajectory of my business.

They were both transformational. But they served completely different purposes – and unlocking both changed everything.

If I’d known how to build both of these styles earlier in my career…

I’m 100% certain I would’ve reached those milestones years sooner.

And the real kicker?

I realized I didn’t need to create another high-impact program right now.

What I need is to unpack what I’ve already built – and help others build the right kind of program for where they are now.

Because when you get this right, it’s not just about a new offer.

It’s about building a business that’s more profitable, more sustainable, and finally feels like it makes sense.

So now? That’s exactly what I’m teaching.

Here are the details.

So You Want to Create a High-Ticket Offer? Start Here.

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After I shared my last blog about why lowering your prices might be backfiring, the most common response was:

“Okay… I get it. I need a high-ticket offer. But how do I actually create one?”

Fair question. And the truth?

It’s not complicated – but it is layered.

So let’s break it down into two parts:

  • Questions to ask before you build anything
  • Steps to take once you’re ready to launch it into the world

This might feel like a lot, and that’s totally normal. But consider what happens when you skip this part…

You try to wing it, get stuck halfway, and end up with an offer that feels inauthentic – and no one buys it.

This list is here to help you avoid that.

Phase 1: Questions to Ask Before You Build

The more thought you give these upfront, the more effective you’ll be. (but don’t stall out here… move on to Phase 2 as quickly as possible!)

  1. What kind of client do I actually want to attract – and what are they struggling with most right now?
    Not vague goals – urgent, specific problems.
  2. What result is your ideal client actively seeking and willing to pay more for – and does your current work deliver that result?
  3. Which high-ticket driver feels most natural for me to deliver?
    • Higher intimacy
      More 1-on-1 time, more personal attention, and more direct access to you than what you currently offer in group programs or courses.
    • Faster immediacy
      Clients get results sooner, with priority access to your time, resources, or systems – instead of waiting for your usual enrollment cycle or delivery pace.
    • Higher intensity
      The experience is condensed and focused – think structured sprints, deep-dive days, or short-term intensives that deliver a lot in a short amount of time.
    • Luxury experience
      The setting and delivery feel elevated, exclusive, and curated – a clear step above your typical client experience.
  4. How does this offer fit into the big picture of my business?
    Will it simplify things… or complicate them? Do I realistically have the capacity to deliver this?
  5. What am I not willing to include – because it drains me, distracts me, or pulls me off course?
  6. Can I explain this offer in a way that makes the right people say, “Oh wow, I need that”?
    Or am I stuck on generic phrases that sound good but don’t really move people to action?

Phase 2: Steps to Actually Build It

Once those questions are clear, here’s what to tackle next:

  1. Define the transformation.
    Make it tangible, relevant, and worth the investment.
  2. Choose your format.
    One-on-one? Group? Retreat? VIP Day? Something hybrid?
    Build around how you actually like to work.
  3. Set your price – and your “I can say this without my voice getting squeaky” version.
    Start with the true value (regular price) and set a confident test price (preferred).
  4. Decide what’s included – and what’s not.
    Be precise. Overloading the offer doesn’t increase its value – it just muddies the waters and can leave you exhausted.
  5. Create your messaging.
    How do you talk about this offer in a way that makes the right people lean in?
  6. Design your marketing plan.
    No need for a complicated funnel – start with warm leads, real conversations, and personal outreach.
  7. Plan your timeline.
    When will you start offering this? What needs to happen first?
    Block time for development, outreach, and delivery – so it doesn’t sit on the back burner.

Phase 3: Visualize the Awesome

At any point in the process where you need a little motivation, take a moment to zoom out and reconnect to why this matters.

  • Picture the transformation your clients will experience – the real, lasting change this offer will help create.
  • Picture how you will feel delivering something that’s powerful, aligned, and genuinely worth the price tag.
  • Picture the ease of finally earning what your work is worth – without needing a hundred tiny offers to get there.

Because this isn’t just about building an offer.

It’s about creating a business model that’s easier to run, pays you well, and weathers any economic climate.

A Counter-Intuitive Move That’s Essential Right Now

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I’ve been talking with a lot of coaches lately, and here’s what I’m noticing: everyone’s creating lower-priced offers to address the soft economy.

Smaller packages, shorter commitments, DIY options – hoping that a lower price point will make it easier for people to say yes.

The problem with that approach is the people who are struggling financially are always going to be a tough sell.

And the people who are ready to invest? Still are.

So here’s the counter-intuitive move: create a high-ticket offer.

Like, now.

In this market, knowing how to create and sell a high-ticket offer isn’t just a good idea – it’s essential.

It might just be the most strategic move you can make to keep your business sustainable and profitable – no matter the economic climate.

I’m going to go create mine now!

Grief, Rest & Permission: The Day Off Debate

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I was talking to my sister the other day about whether I should take the day off on the one-year anniversary of losing my mom. I kept going back and forth – “What if I’m fine? What if I cancel my appointments for nothing?”

Then it hit me: why not just give myself the space to feel whatever I feel? No need to justify it. No need to “prove” I need it. Just take the time.

It felt SO weird. SO unfamiliar.

Like, really? I can just take the day off without an emotional breakdown as the reason? What if I don’t fall apart – then what?

Well, then I can just enjoy it. No guilt. No self-created emotional roller coaster to justify it.

When I shared this with my sister, she asked, “And you know who cares that you’re taking the time off?”

Curious (and, okay, maybe hoping for a little gossip), I asked, “Who?”

She deadpanned: “NO ONE.”

I cracked up. And felt grateful for both the lesson and the perfect exclamation point she put at the end of it all.

I Just Wish I Knew It Would Pay Off Fast

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“I just wish I knew it would pay off fast.”

A coach considering one of my programs said this to me recently, and I think I surprised her with my response: 

“It might not pay off fast.”

Maybe I broke some kind of bro-marketer code by telling the truth, but over-promising just isn’t my jam. 

Here’s why: when you focus on “fast,” you often sacrifice the foundation needed to build a sustainable, long-term business.

And I get it! Quick results can feel like a lifeline in the moment. 

They’re usually brought about by a big push – writing, emailing, creating, and promoting at a frenzied pace. And while this burst might bring a surge of opportunities, it’s exhausting. Burnout follows. Then you’re back to scrambling for the next big push.

So let’s break it down.

The Short-Term Approach

  • Focuses on immediate results through intense effort.
  • Brings temporary client surges but leaves you in a cycle of burnout.
  • Creates inconsistency in income and growth.

The Long-Term Approach

  • Focuses on steady, consistent actions that build over time.
  • Allows you to breathe, recover, and create a solid foundation.
  • Turns client generation into a habit – not a hustle.

Short-term strategies may feel productive, but they often leave you spinning your wheels. 

Long-term strategies aren’t flashy, but they grow a business that’s steady, predictable, and free from chaos.

But what if you don’t have to choose between fast and slow? Is there a way to get the best of both worlds?

Embrace the “Earn While You Learn” Approach
Instead of waiting until everything is perfectly in place, you can begin building your strategy while putting yourself out there in a smart, strategic way. This third option allows you to develop a sustainable business foundation while earning as you go.

You might make a few mistakes along the way (that’s part of the process), but you’ll also start picking up clients and getting paid while you build.

This is how I built my business, and it’s the way I mentor my clients to do the same.

So first things first, ask yourself…

What Are You Sacrificing for “Fast”?
If you’ve ever thought, “This has to pay off fast,” or “I need three clients this month,” ask yourself:

  • What am I sacrificing by focusing only on the short-term?
  • What could I create with a sustainable plan?
  • How would my business feel if I could generate clients consistently—in just a few hours a week?

Build it Sustainably, While Putting Yourself Out there NOW
Imagine this: the effort you put in today continues to pay off for months, even years. No scrambling. No roller coaster. Just steady, confident growth – and the stability you’ve been craving.

What if, as you build that long-term foundation, you’re also gaining clients and getting paid? With the “earn while you learn” approach, you don’t need to wait for perfection to see results. You can build with intention and sustainability, while making an impact today.

With this new perspective, what do you need to put in place to build a business that works for you now and in the long run?

You have your assignment. 😊

P.S. If this resonates but you’re not sure where to start, let’s talk. Schedule a call, and I’ll help you figure it out – no pressure, no strings. 

Who knows? It might be the perfect time to explore a program where I personally guide you through the exact steps to implement the earn-while-you-learn approach – starting with a cohort designed to attract 10 new client leads in 90 days.