Part 1: High Ticket Programs, Champagne Clients and Keeping It "Cozy"

Your listening to Mariah Coscio, and welcome or welcome back to our four part series on what is working right now for course graders, coaches, Pueblo Cell programs digital products as we head into 2026, based on data, not drama, and facts, not feelings. This was actually a paid workshop or a session that I did for my mastermind clients, my profit architecture clients, originally this is something I was only intending to share with them, but I basically pulled together all this data and metrics from the last 12 months of what's actually been working now for my six and multi seven figure clients. So the strategies that they're using right now, the types of launches that are performing the best, the funnels that are creating the most amount of sales, the offers that are bringing in the most amount of revenue, what people are buying right now, what is selling right now, what I'm actually seeing behind the scenes when we actually look at the metrics behind my clients six and seven figure businesses, again, based on real data, not just vibes. I think especially right now, there's so much talk about oh my gosh, what is working right now, what is selling right now, things are changing so fast. So I figured why not just look at the actual numbers and give you the answer. So because this is a content that I originally only delivered to my paid clients, there's definitely some stuff in here that I should be charging for and for sure would have intended to charge for, but I am doing this series for free on the podcast because I want to be able to share this with anyone who's just questioning what should I be focused on as we go into 2026, what has been working really well the last 12 months, what are the numbers actually telling us and make sure that you listen to this entire four part series because it all builds on each other and works together. So you'll definitely get so much out of each part of this. Now as a reminder, you can get access to the video version of these episodes with visuals, my typed up written notes from all of these lessons for just a dollar when you go to school.com/muriah in the classroom, why is it a dollar? Well, I would make it free, but basically we just have to confirm that you are indeed a real person. So in order to we're letting you come into the actual profit architecture community, we are giving you access to our paid, some of our paid lessons and content in the actual profit architecture classroom. And because of that, we do need to just verify that you are a real person, which is why it is one dollar. Otherwise, it would be free, but this is the best way for us to make sure that you're a real person. So not only will you get access to the video version with the visuals and my typed up notes from these this four part series, but we also have our profit architecture showcase coming up. This is where I am curating some of my absolute best and I do mean best paid premium lessons, curriculum and resources, literally pulled straight from inside the paid profit architecture programs that my clients paid thousands for, they're making them available to you for limited time inside the classroom. I'm literally unlocking them, I'm giving you access to real lessons, programs, resources, recordings that are inside my paid programs. If you go to school.com/Maria, you can get access to those as well. It is skoal.com/Maria, again, there is a one dollar charge literally just to make sure that you are a real person and verify that you are not a bot. So that will get you access to the profit architecture classroom and community. We are doing this special showcase of our some of our favorite paid content and curriculum for a limited time. So make sure you join ASAP to get access to that before it expires. And as a reminder, when you enroll in profit architecture before the deadline in February, you will get access to a year of themed focus calls and workshops with me throughout 2026, we're going to have so much fun with this, the most exciting one being the brand new wealth building curriculum and templates that are being added this year. I am so excited about this is really taking everything to the next level of what to do with the profit that you're making in your business, give that profit a purpose and start building wealth outside of your business so you can have actual passive income outside of the work you're doing in your business. We have a bunch of new pay and full annual pay bonuses, curriculum, new workshops, you're going to see it all at mariahcaus.com/profit for all the details and deadlines. So you know when is all this all happening when calls are coming up and all that good stuff. So enjoy this part of our four part series. Make sure you listen to all four parts because they all work together. They all build off each other. They're all incredible. Like I said, this is literally a content that I created with the intention to only share it with my paid clients. So there's definitely some stuff in here that I typically would not have planned to give away for part of this preview, but I want you to be able to just understand what is happening right now, understand what is working in the industry, understand what is working for courses and coaching right now. And I know you're really going to get so much out of this, like seriously, this is really, really high value stuff. And I hope that you take the time to go through all four parts. And if you want access to not only the video versions of this four part series, but also the profit architecture showcase where you will get a taste of really, truly some of my absolute favorite lessons and resources from inside profit architecture. Go to school.com/mariah and we will see you there. All three observations of what's working now. So what's worked really well over the past 12 months for my clients in 2025 as we go into 2026. So these are the things that we're going to be doubling down on doing more of because it worked so well in 2025, we're going to do more of what worked well in 2026. This is why looking back at your data and metrics is so, so important. So this year, a huge focus for me and my clients. And when I talk about my clients here, I'm, I'm referring to specifically like my private clients, people who've been in my masterminds over this past year, because those are the people that I have the most amount of contact with in terms of, I'm literally like a look at their funnel metrics all the time and I'm seeing their ad spend on a day to day basis and I'm seeing the behind the scenes of their revenue and their spreadsheets and their data and their metrics and like their all the things all the time in like a really close hands-on way. So that's where a lot of these reflections come from and those also happen to be a lot of my clients who are doing multiple six figures, high seven figures, multiple seven figures and beyond. So I think it's a really awesome opportunity to be able to learn, okay, what is working really well for people who are having a lot of success this year, who are making multiple millions this year, who are having six figure months this year, throughout the ups and downs of the economy and the changes going on and, you know, AI changing everything and just all of the rapid shifts happening, what is working really, really well. So I think it's a great opportunity to also kind of learn from behind the scenes of some of those bigger, really successful businesses. So huge focus for me this year and my clients as a result, data, looking at the data, making data driven decisions, tracking everything. I feel like one of the things I instilled in my private clients, mastermind clients this year was like an obsession with tracking and measuring things instead of just like floating by on vibes because sometimes floating by on vibes is like where you get like an inspiration and an idea and then you run with it. But then you need to be looking at the metrics. So reviewing data and metrics all the time has become like a recurring refrain for me. My clients will be like, I feel like this thing isn't working or I don't feel like this is going as well as it should be or I don't feel like it's converting and I just say, all right. We'll pull the metrics. Show me the data. Show me the actual, where's the actual numbers here? And then you look at the numbers and you're like, oh, I see now, that's what's happening. So instead of kind of spiraling and creating these like narratives and stories that just are vibes and feelings, data over drama, facts over feelings. This has been something I've really instilled in my clients this year is like, hey, you need to look at the numbers in order to tell you the actual real story of what's happening so that we can then make informed decisions going forward about the strategy. And what we found is that the clarity that comes from actually knowing how to look at those numbers is unmatched, right? Instead, instead of wondering, what should I do next? Why didn't this work? This didn't feel like it was as good as I thought it would be. Ba, ba, ba. You have total visibility into what drives revenue, profit, and results. So everything I'm going to share today is based on the data, the metrics, the spreadsheets, the numbers of myself and my multi-million dollar clients and having been reviewing those all throughout 2025, truly seeing in the numbers, what is working, not just what feels like is happening, but what is actually happening behind the scenes. Number one, maybe surprising to you, maybe not, but high ticket as a core signature offer has been the highest revenue driver hands down by a mile, like just completely blowing everything else out of the water. I think this is maybe an opposition to what you might have perceived from public discourse on the internet. People, oh my gosh, no one's buying high ticket. Oh my gosh, like the economy is changing. Oh my gosh, like are people still want high ticket? Do they still want coaching? Do they still want personalized? This isn't the other thing. The answer is yes. Okay. So I would say 95% of my highest earning clients are mostly high ticket. They're bringing in the majority, like great majority of their revenue through high ticket. Yes, even now in 2025 and they plan to double down on high ticket in 2026. I do have a handful of clients that are crushing it with low ticket to or like they have a really more like mid priced course business and that is their sweet spot and they've been able to scale the millions of dollars with that type of offer for sure. There's always a handful of people that have done that, but it's been interesting to see this year how many people are coming either back to high ticket or doing high ticket for the first time after being low ticket for a long time or actually just realizing that there's so much revenue potential in the high ticket business model. Even though I think for the last couple of years we've had all this again, public narrative of oh, it's not working, people don't want that anymore blah, blah, blah. And all of these clients are using high ticket hybrid to a tee. Like it's been kind of crazy how many people are like, yeah, I literally just still do exactly what you teach in high ticket hybrid still works. So lots of different examples of that one of my clients and I think I wanted to share these examples with you as well because it's not all business courses, business programs. So novel writing, doing over two million dollars a year with a program helping people write their memoirs and novels. One of my clients went from doing three million dollars a year last year to over four and a half million dollars this year by adding in a high ticket program to a audience that notoriously will never buy high ticket. I take my clients like, you know, privacy seriously, so I'm not going to share exactly like who's who, but this is in an audience where it's like, yeah, no, that audience, that community would never buy high ticket like they will, they don't invest in themselves like that's not what happens. It can happen, right? So with the right offer, the right messaging, champagne clients, all that kind of stuff, it can definitely work. One of my clients selling a high ticket program about YouTube had her first $100,000 cash month this year and one of my clients had her first million dollar month this year selling an $8,000 high ticket coaching certification for women of faith. So again, not really business related and I just think this has been a really interesting reflection of just like my client said here, like she's been going back. She's been in our programs for I think over like almost 10 years now in all of our different courses over the years. But you know, high ticket hybrid was it when we first we first started working high ticket hybrid with clients five years ago in 2020 and she's still using it. She's still going back to it. She's still relying and kind of going back to, yeah, the stuff in high ticket hybrid is really timeless. Another one of my clients, like I said, by introducing a high ticket program on top of their existing mid ticket business, there had a lot of low ticket and mid ticket offers, never thought that a high ticket offer could work for their audience, introduced a high ticket offers done over one and a half million dollars cash since they introduced it in I think April of this year. And then again, like actually having their first six figure month and continuing to grow in scale. Just a lot of celebrations with my clients this year, again, in a year when a lot of people I think were like, no, thanks really working and like, you know, is this our people still buying things are changing and it's true, things are always changing, things are always changing. But the good thing is that we here know how to adapt. We know, we know how to adapt, but we also know how to stick to like timeless concepts that even as things change, the foundations, the foundations are strong, right? So blanket statements like the economy is bad, so nobody's buying high ticket, not true. And not taking into account what we know around here, which is champion clients, right? I think a lot of people who maybe are seeing a difference with high ticket sales, they are not refining and refining and refining and focusing on their champagne clients and their champagne client content. So I would say the biggest things we saw this year in terms of the determining factors of success for a high ticket program, because this is not just me saying, if you slap a high price on something, people will buy it. No, obviously not. It has to be really specifically positioned for your champagne client. And so if you can really drill down into your champagne client messaging, your champagne client positioning, and what I've been telling my clients lately is even like turning up the dial to level 11, like even turning up your champagne client message beyond what you think is going to attract your ideal champagne client. And we're seeing more and more people come in through that messaging, like more and more people feeling aligned to that, more and more people feeling drawn to that. And that there's always going to be a gap between the people who aspire to that, who are still coming into your program, the people who are already there. So we've found that even like dialing up your champagne client messaging to even like a level, you know, we talk about level 10 content, but even going to level 11 can really, can really help there. And so we've seen people changing their program messaging, people elevating who their program is for. And that really having a positive impact on selling their high ticket offer, taking the concept of champagne clients further with the champagne client program design and launches. What I mean by that is thinking about not just champagne client messaging in your copy, your ads, you know, your sales page and, you know, that, that kind of level, but also thinking about is my program designed for champagne clients? Like my champagne clients are busy. Maybe I need to be more asynchronous. My champagne clients want a hybrid of like some private elements and some group elements, like my private, my champagne clients want this type of delivery that reflects what they're looking for. So beyond the messaging, how can you take the champagne client concept into your literal program structure? That's something that we talked a lot about in my mastermind this year as well. And the champagne client version of a launch is a virtual conference, a virtual event, paid virtual workshop, paid virtual conference. We teach it in the virtual event blueprint, which is in profit architecture. So you'll see that. But to me, the most champagne client launch style is a paid virtual event, paid virtual conference, paid virtual retreat, paid virtual workshop, whatever you call it, something with a paid ticket with the expectation of like you're really going to get value from this. It's a little more high level. It's better than just like a free webinar. That's where we're really seeing people really call out to and attract their champagne clients through paid launch events. And then also champagne clients in terms of your determining factors of success with the high ticket offer, playing with timeframes and really challenging and questioning the, hey, 12 months is always the best expectation when it comes to a high ticket program. And I think that we've all become accustomed to seeing high ticket programs are six month or 12 month programs. Right? Maybe sometimes there are 90 day programs or something, but we've really become accustomed to them being super long term, but we've helped a handful of clients this year take what they used to teach in a 90 day or eight week high ticket program and condense it into a two day intensive. This has been a recurring theme this year for my clients where they're like, you know, I feel like I need to do something fresh. Maybe I should create a new offer. Maybe I should do this. I don't know. Like I actually, you know, I don't love doing the weekly calls and taking a high ticket offer, condensing the time frame, restructuring the deliverables so that it's literally an intensive where it's like, we are going to get this done in two to three days and still charging a high ticket price for it has been a complete mind blowing game changer for my clients who have chosen to do that. For the people who do that, it's been like a, like a revelation because I think for a lot of people, they're like, oh man, it felt kind of heavy to sell a six or 12 month program or to commit to a six or 12 month program. And then when we talk about, well, you can actually present even more value in a two day offer where they're going to execute and get this done in two days with you in a group, right? And like a small group that that is actually more valuable than, well, you're going to spend six to 12 months getting this project done, right? Instead saying, well, you can get it done in two days and it's a $5,000, $10,000, $25,000 offer. One of my clients has a two day offer that we developed together is $25,000 for the group version, $50,000 for the one-on-one version of that same two day intensive that she can deliver virtually. And so that's just something that we're, that we're seeing again in terms of what's working this year, what are people shifting to, what are some of the tweaks and nuances here? I would say challenging the expectation or the norm of six to 12 month programs and thinking, could I deliver this in two days? And I think for a lot of people, at first, you might feel a little resistant to that or at first, you might be thinking, how would I turn an eight week program into a two day like intensive? That's a lot to pack in, but simplifying it, structuring it the right way, having implementation be part of the process. I actually think that the editing that it forces you to do when you have to condense something into like a two or three day intensive, it ends up being really good for you and really good for your clients because it forces you to simplify your program as much as possible. So any questions before we get into our second observation of 2025, which we can see here as virtual conferences, we'll talk about that in a sec. Before we get into that, is anyone have any questions about high ticket programs this year? I'll add a little bit of context here too and say that my clients are, yes, they're selling high ticket programs this year, but it is a combination. That is their main revenue driver, but we can't forget the lead generation as well. So even if we're seeing that, hey, the core profit center of your business is high ticket. Like high ticket is 80 to 90% of your profit, it's adding a significant amount to your bottom line. We're also need to take into account that we also need to take into account the lead generation. So that doesn't mean, oh, and they're not doing low ticket products. That means that they're leveraging low ticket products as lead generation, just like we talk about in all of our programs, right? We talk about that low ticket lead gen, we talk about that every day. They're using low ticket products strategically as an evergreen lead generator. And with their virtual conference, their virtual events, their paid virtual launches, those are also a low ticket offer, right, that they often will turn evergreen. So they're leveraging low ticket, but it's very clearly in the service of lead generation for a high ticket, not thinking, oh, yeah, this low ticket product is going to be my million dollar business model. If that makes sense. All right. Let's see. What price is considered high ticket? In my mind, anything above $3,000, it depends on your audience. Of course, it depends on your audience, it depends on your niche and your market and your industry. So for some people, for some industries, high ticket might be like $2,000. For some industries, high ticket might not start until like $20,000. So high ticket is relative to, I think, your market, your industry and your niche and your audience. But in the way that we talk about it strategically, the main difference between a high ticket program and like a, you know, a course is that the high ticket program may, may require an application because it's something that you're working more closely with those clients. Like there's, there's calls, there might be personalized reviews, there's asynchronous coaching, like there's going to be more support in a high ticket program. And therefore, you might have an application process. I will say not all my clients have an application process for a high ticket program. The reason for that is that they've gotten so good at their messaging and their marketing and so dialed in to their positioning that they find that their audience is really able to self-select into the high ticket program without a rigorous application process because they've done such a good job like refining their webinar and their messaging and their sales page and their, their enrollment page to attract the right people and repel the wrong people so that they almost like don't need an application at that point. So yeah, is there a sweet spot price wise or does it just vary based on offer? Totally just varies by industry. Like I said, some of my clients high ticket offers are $25,000. Some of them are, are $2500. It really depends on the, the timeframe and the industry that you're in. I had a client who had Sarah says I had a client who had a high ticket program for newbies wondering if you had a thought about that, like where does champagne clients come in for that? Yeah, so you, so okay, the way I always describe that is that each of your pro within your business. So there's the zoom out of champagne clients, which is within your business as a whole, you can zoom out and say, okay, you're, we have a, you know, we have, we have a client continuum within our business. And if we look at the client continuum within our entire business, there's like a couple of programs for level two, level three, level four. There's like a program that serves each level, right? Maybe you don't have a program for every single level, but you have a couple of programs along the client continuum, along that spectrum. That's your business. You can also zoom in and apply champagne clients to one program. If you zoom in and say, like for me, what is my, who is my champagne client for your first one K, which is a beginner program, like in the big picture of my business, your first one K is for like level one, level two. But within that, your first one K still has a champagne client. It's someone who has an audience, but hasn't done any list building. It's someone who's creating content, but doesn't have a product. It's someone who is new, but they have some sort of foundation. They have a skill set to develop. Within your programs, you could say, yeah, I have a program for beginners, but who is my champagne client within that bubble, within that ideal person? I would think about that. Think about what are the prerequisites that they should have to be successful as a new bee in that program. Are there any corporate high ticket offers, the majority B to C? I'm going to say B to B to me is like business to business owner, so like a lot of them serve business owners. But we also have, I work with tons of clients who also serve consumers, so I think that's like a factor of the fact that I always try to focus on B to C people. But in terms of corporate, like the level above a business, small business, and you're thinking like a big corporation, that isn't something that I focus on, but a handful of my clients have high level like private high ticket offers like that. Kaleen says, my champagne clients often say they just want me in their back pocket, typically with asynchronous DM access and occasional as needed calls or async videos I want to roll out an offer like this. I'm concerned making access to me a commodity. Yeah, so it's not, yes. So I've talked about this recently and done a training on this for my mastermind. I think that the difference is creating, let me see if I can summarize this in a really short way. The difference is creating the room that your champagne clients want to be in, where they're like, I want to be in the space where these conversations are happening. I want to see Kaleen answering my answering questions for myself and others. I want to be in a room where people are not just newbies to this process, but they are having a higher level conversation that you're building the room, the, like, I think of it as a physical room. You're building like the space that those people want to be in more so than saying like you get more of me, more of me, more of me, more of me, and you can have people pay you to be in their back pocket, but you have, that to me is like a one-on-one offer that's like high, high, high ticket. And Kaleen, you could totally do that. If you were like, yeah, if you want me in your back pocket, like that just genuinely comes with a priced match. But the thing, the shift that my clients have made at that level is, here's the metaphor I recently gave my mastermind. So in a high ticket program, everyone, like one way that you, let's imagine that you have like a hundred clients and every single one of them wants to be kept warm and cozy. One way to do that is that you could run around like a crazy person trying to individually hug each person until they're warm, right? Every person is like, I'm cold, Kaleen, please, can you give me a blanket and you're like giving them your coat and you're like trying to hug them enough that they'll warm up but then the minute that you leave that one person and run over to the other person and there's a hundred of them, you're trying to hug the next person and the next person, the next person and they all are like, nobody's warm and everybody's complaining or, or you could build a cabin and you could stock it with, you know, snacks and books and blankets and movies and did I say snacks? Lots of snacks. You can build a cabin, you can give, you can make sure it's really well stocked with everything that everybody is going to need and then you can light a fire in the wood stove and keep everybody warm at the same time and everybody keeps each other warm and everybody and you've, stocked your cabin, which is your program curriculum, your community, you've stocked your cabin with all the blankets and the snacks and the slippers and all the hot cocoa and all the things that people would need to stay warm and you lit a fire in the wood stove and you gave everyone the tools to be able to have a nice cozy conversation and hang out together. So that to me is the difference between like the way you're like, everybody wants me in their back pocket versus, and again, you could have two or three of those people and they pay accordingly, but for a program, I try to think how can I build the coziest cabin for this group of people and get everything going to the point where like we're all staying warm together. Okay, I hope that that makes sense. All right, awesome. Let's go into the next