Here’s what we’re seeing everywhere these days – course creators selling stuff like $7 mini-courses or $27 eBooks through Facebook and Instagram ads.
At first glance, you might be scratching your head, wondering, “How does this even make money?”
After all, how can anyone afford expensive ads when they’re only bringing in $27 a sale?
If you’re a course creator, online expert, or high-ticket coach looking to grow your business, understanding how these low-ticket offers work could open up incredible new opportunities for you.
And guess what?
These offers don’t just help cover ad costs—they can also bring in new customers ready to invest in your higher-ticket courses or coaching programs.
Sound interesting?
Let me walk you through exactly how this works and how you can use it to sell more courses.
But First – What Is A Low-Ticket Offer?
A low-ticket offer is simply a lower-priced product, usually under $50, that’s designed to attract customers and cover the cost of your advertising. It’s also called a “self-liquidating offer” or SLO.
Think of it as a stepping stone for your leads. They don’t have to spend a lot of money upfront, but once they buy, they’ve entered your world—and this is where things get fun.
But how does anyone make a profit selling cheap products like $7 eBooks or $27 toolkits?
The secret lies in the sales funnel.
How Do People Actually Make Money Selling Cheap Products?
Here’s the deal—selling low-ticket offers isn’t random.
It’s all about carefully designing your sales process to make sure your average order value (AOV) is higher than your cost per acquisition (CPA).
If you’re running ads to sell these products, the goal is for the money you make from the sales to either cover your ad costs or, ideally, leave you with a profit.
How does this usually happen? By introducing additional offers along the way.
Let’s look at this example:
- Imagine you’re selling a $9 eBook.
- On the checkout page, there’s an option (an “order bump”) for buyers to grab a $19 workbook that goes along with the eBook.
- After they buy, they’re offered an upsell—a $97 mini-course related to the eBook’s topic.
Do you see what’s happening? Each step increases the total amount of money that customers are spending with you, even though they started with a very small purchase.
That’s how the economics of this funnel work. When these extra offers bump up your AOV, your business becomes more profitable.
Now let’s look at how to actually implement a low-ticket funnel…
The Components of a Low-Ticket Funnel – A Breakdown
Here’s what a typical low-ticket funnel might look like:
1. Front-End Offer
This is the star of the show – the $7 or $27 product designed to attract customers and serve as the gateway to your funnel.
For example, if you’re a fitness coach, this could be a $9 meal prep guide. If you’re in the productivity niche, maybe it’s a $27 planner template.
The idea is to offer crazy-good value at a crazy-low price.
2. Order Bumps
You know those “Want to add this to your order?” boxes at checkout? That’s your order bump.
Here’s how it works:
- Someone buys your $9 meal prep guide.
- At checkout, they see an option to add a $17 video series showing how to prep the meals step-by-step.
- With one click, they’re spending more—and getting more value.
These offers are typically low-priced and complementary to the front-end offer.
Order bumps are highly effective because they ride on the customer’s purchasing momentum.
They’re also easy to implement and can significantly increase the average order value.
Also, if you’re an online expert teaching a skill, offering downloadable PDF guides or bonus video tutorials as order bumps improves customer success, boosts your reputation as an industry expert, and increases your revenue overall.
3. Upsells
Once someone has made their purchase, you can offer them something even better—at a higher price.
For instance, after they buy your $27 planner template, you could upsell them a $97 full-fledged productivity course that explains the principles behind the planner.
For high-ticket coaches, an upsell could be a one-on-one coaching session or access to a membership site with exclusive content.
Why do upsells matter? Because they give your buyers a chance to go deeper with you.
From a business perspective, they significantly boost the revenue you make per customer.
The Key Equation to Remember: CPA < AOV
To turn your funnel into a profit machine, you only need to focus on one thing:
CPA < AOV
If you spend $30 to acquire a customer, but their AOV is $50, you’re profiting $20 per customer.
Sound doable? It totally is.
Back-End Offers—Where the Real Profits Are
Okay, so far, we’ve covered how low-ticket offers can cover your ad costs and even generate some profit. But the truth is, the real profit often comes later—on the backend.
Low-ticket offers help you attract buyers, but once they’ve purchased, you can introduce high-ticket offers like premium courses, group coaching programs, or one-on-one consulting.
Think of your front-end product as the appetizer. The backend is the main course.
Why This Works
When someone purchases from you, even if it’s just $7, they’ve already shown they trust you.
You can move them up your value ladder by continuing to offer them more valuable resources or services.
For example, if your front-end product is a $7 eBook, an upsell might be a $97 program, and the backend offer could be a $2,000 coaching package.
Even if you break even on your initial funnel, a single sale of a high-ticket offer could more than make up for it.
Low-Ticket Funnel in Action
Here’s how it might look for a course creator selling a book as their low-ticket offer:
- Front-End Offer: A $6.95 book on personal finance.
- Order Bump: Add an audiobook version for $10.
- Upsell: An in-depth $97 online course on managing your personal finances.
Let’s do the math:
Imagine your ads bring in 100 customers, and 30% add the order bump, while 10% go for the upsell.
Even with modest success rates, you’re already making a profit even before introducing high-ticket backend offers like coaching or membership programs.
Why Low-Ticket Funnels Are a Game-Changer
Here’s my favorite part about these funnels:
They’re not just about making money. They’re about creating relationships.
When done right, a low-ticket funnel gets people into your world, shows them how much you can help, and builds trust.
And that trust is priceless.
By offering something valuable right up front, you turn complete strangers into happy customers, and many of them will want to stick around to see what else you’ve got.
Summing Up – And How You Can Get Started On Low-Ticket Offers
Low-ticket offers might feel counterintuitive at first—after all, selling cheap products seems like small potatoes compared to high-ticket coaching packages or premium courses.
But when you factor in the power of upsells, order bumps, and backend offers, low-ticket funnels can completely transform your business.
They help you bring in new buyers, fund your advertising strategy, and build long-term, profitable relationships with your customers.
And, most importantly, they give potential customers a low-commitment way to experience your expertise and the incredible value you bring.
Whether you’re just starting out or scaling your funnel, now is the time to give this strategy a try.
Here’s how you can get started with low-ticket offers:
1. Check Your Back-End Strategy
Before jumping into the world of low-ticket offers, take a look at your backend sales process. Do you have a strong, high-converting system in place for your premium courses or coaching packages?
2. Brainstorm Low-Ticket Products
Think about what kinds of low-ticket products would be the perfect entry point for your audience.
Keep these questions in mind as you brainstorm:
What objections are you hearing on sales calls from non-buyers?
For example, do potential clients hesitate because they’re not sure about your methods? Or maybe they’re unsure they’re ready for the commitment of a high-ticket program? You can create a low-ticket product that helps dissolve those objections.
For instance, if people are hesitant to invest in your high-ticket course because they’re not confident about their skills, offer an affordable “starter kit” to boost their confidence and prepare them for the full program.
What quick wins can you offer potential high-ticket leads?
Think about small but powerful steps your clients need to take before they can achieve the goals promised in your high-ticket products. Can you create a low-ticket product that delivers one of these results?
For example, if you’re a fitness coach, you could sell a $9.95 guide to meal-prepping or a $27 workout calendar. These products help potential high-ticket clients see results quickly while giving them a taste of the deeper value you provide in your premium offerings.
3. Validate and Build Your Funnel
Start small and test. You don’t need a dozen upsells or order bumps right away.
Pick one low-ticket front-end product and create a simple sales page.
Add one order bump and a single upsell. Make sure every piece delivers value and aligns with your high-ticket offerings.
Run test ads and fine-tune your funnel as you collect data.
Are people converting? Are they responding well to the upsell?
Use this feedback to optimize and scale.
4. Focus on Building Relationships
Once people enter your funnel, don’t leave them hanging.
Use email marketing to keep them engaged. Share valuable content, tips, and encouragement to nurture your leads and build trust.
Highlight stories of client success and what it’s like to work with you—this shows low-ticket buyers the transformation they can expect if they upgrade to your high-ticket offers.
5. Refine and Repeat
Don’t be afraid to tweak your products or try new approaches.
Low-ticket funnels work best when they’re continuously optimized. With every iteration, you’ll get closer to creating a funnel that consistently brings in buyers and feeds your high-ticket sales process.
Remember—start small, test often, and don’t rush. With the right mix of strategy, creativity, and patience, even a $7 product can become a powerful gateway to a thriving course or coaching business.
Now’s your chance to take the first step.
What low-ticket product will you create to open the door for your next high-ticket client? You’ve got this!