The Brand/Offer Mismatch

Most people want high-ticket clients but build low-ticket brands. The mismatch between offers and brand strategy is one of the biggest constraints in marketing.

Here’s what you need to know to avoid this:

Volume vs. Value.

If you're a course creator or YouTuber, you’re playing the volume game. You need reach. Eyeballs. Scalable low-ticket offers. Think $99–$499 products, weekly launches, and high-frequency content.

But if you're a consultant, advisor, or B2B expert, you're playing the value game. You don’t need mass appeal. You need deep trust, precise positioning, and proof of value. Think $3K–$10K+ offers and content that builds authority, not just awareness.

The problem: most people blur the two.

They try to play both games at once, chasing reach like a content creator while pricing like a consultant. It rarely works. They post generic content trying to go viral, but their service requires deep trust. Or they price their offer at $3K+ with no clarity, no proof, and not enough trust in place to trigger a buying decision.

The result? A brand that isn’t optimised for anything.

Trust Is the Real Currency

Everyone says “raise your prices.”

But people don’t buy based on price alone. They buy based on trust.

If someone doesn’t know you, hasn’t experienced how you think, and doesn’t understand the outcomes you deliver… they’re not buying your $5,000 offer.

Not because they can’t afford it, but because the perceived risk is too high.

That’s the trust gap. And you can close it with:

• Thoughtful content that shows how you think

• Proof of work and case studies with clear outcomes

• A lower-risk offer that lets them experience your value firsthand

Think of it like a sample tray at a bakery. You’re not discounting your best product. You’re letting people taste it so they want the full thing.

Designing the Bridge

If your core offer is high-ticket, you might need something between “stranger” and “client.” This is where a mid-tier offer shines:

• Low risk (easy yes)

• High value (stands on its own)

• Directly linked to your premium service

A few examples:

• A $500 strategy session or audit

• A 7-day sprint focused on one clear problem

• A customised playbook or roadmap

The goal is to make it easier for someone to say yes.

Right Offer, Right Time

Sometimes it makes sense to pitch your core offer upfront. But that depends on your prospect's level of awareness:

• Fully aware buyers might buy without hesitation.

• Problem-aware buyers often need more proof.

• Unaware leads need education before they even know they need you.

You should aim to match your offer to where they are in their buying journey and make it as frictionless as possible for them to take the next step.

Final Insight: What you optimise for, volume or value, shapes how you promote your work, how you price it, and how people enter your world.

If you want to charge more, the answer isn’t always raising your price.

Sometimes it’s just creating the right step between “curious” and “ready.”

If you enjoyed this, share it with a friend.

Until next time, keep creating!

Omara

If you need help building your brand, attracting new clients, and growing your business, reply to this email or book a call here.

"Before I met Omara, I struggled to find and convert leads into paying clients. One month later, I had a better offer, more leads, paying customers, and increased my revenue by 50%. He's my go-to marketing expert." —Venzo Chaar