🚀 This blog is part of a series featuring real-world insights from business owners who’ve been there, done that—aka the Shortcuts Squad. These are the lessons they’ve learned, the strategies that worked, and the pitfalls to avoid.
📌 Want more takeaways from other entrepreneurs? Find the full series at the end of this post!
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When the digital landscape shifts, some entrepreneurs panic, and others—like Carmen Reed-Gilkison from Encore Empire—pivot with purpose. As a seasoned business coach helping B2B service providers over 40, Carmen knows firsthand that what worked yesterday won’t necessarily work today. And in 2023, she and her business partner hit a wall.
For years, they thrived by selling high-ticket coaching through live workshops. But as buying behaviors changed, they realized they needed a new approach—one that embraced low-ticket offers without sacrificing the personal touch their brand was known for.
From High-Ticket Sales to a Low-Ticket Pivot
Carmen’s business was built on experience-driven sales.
“We create an experience for people. They get to know us, we’re live,” she explains.
Their workshops funneled attendees directly into a $10,000 coaching program. And for a while, it worked brilliantly.
But in 2023, everything changed.
“People’s pocketbooks were tighter,” she recalls. “The same strategies weren’t working as well. So we had to pivot.”
Building an Audience Through Connection
The foundation of Carmen’s business is community. She and her team built a thriving Facebook group, where they hosted free virtual round tables on productivity and marketing. These weren’t just networking events—they were opportunities for people to form real connections.
“We would use tools like GroupTrack to tag people, send messages, and engage,” she says.
But as engagement declined, they had to rethink their strategy.
Making Low-Ticket Offers Work
Recognizing that not everyone could afford high-ticket coaching, Carmen’s team extracted key elements from their program and turned them into low-ticket digital products.
The challenge? Selling them effectively.
“We realized that the reason our high-ticket offer worked so well was the experience we created. We needed to replicate that in a new way.”
Now, instead of relying on live events, they craft immersive content experiences through email and social media.
A Content Strategy That Converts
Rather than sporadic social media posts, Carmen’s team now creates structured, intentional campaigns.
“We focus on a single low-ticket offer and build content around it for five days,” she explains. “Each day, we give people actionable steps, just like in our workshops. They walk away with a win.”
And that win builds trust—leading to more sales.
Tech Stack for Selling Digital Products
Carmen’s streamlined tech stack helps her manage both high-ticket and low-ticket offers effectively:
- MemberVault: Hosts programs and tracks student engagement.
- ThriveCart: Handles checkout and upsells.
- StudioCart: A backup for processing payments.
- Allatoo: Records and edits podcast content.
- Hello Audio: Delivers private podcast feeds for students.
One standout strategy?
“Every low-ticket purchase counts toward the high-ticket program,” Carmen says. “It helps people see the value in upgrading.”
Lessons Learned the Hard Way
For those just starting with digital products, Carmen shares a key lesson:
“Be intentional. Create an experience with your content—not just random posts. Guide people to a result.”
She also stresses adaptability.
“2023 was a reset year. Many businesses struggled. The key is to pivot without panicking.”
Final Advice: Keep Learning & Stay Agile
“Don’t be afraid to change,” Carmen advises. “The business world is always evolving. The strategies that work today may not work tomorrow, and that’s okay. Keep learning, keep testing, and always listen to your audience.”
And most importantly?
“Your best asset is your experience. Lean into it.”
Success in digital products isn’t about perfection—it’s about progress. You try, you tweak, and you grow. And if you’re willing to do that, you’re already ahead of the game.
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🔥 Want to see how other entrepreneurs are making it work? Explore their strategies, lessons, and unexpected wins below:
🔗 How to Build a Seven-Figure Digital Product Business: Lessons from Sarah Masci
🔗 How One Entrepreneur Uses Virtual Summits to Supercharge Digital Product Sales
🔗 How Dara turned a simple idea into a $200,000 digital product
🔗 How Anthony Kuo’s Simple Approach Fueled His Digital Success
🔗 Building a Simple, Authentic Digital Product Business: Lessons from the Island
🔗 How Sarah McDugal Empowers Women to Build Digital Businesses
🔗 How Mark Turned an 'Impossible' Niche into a 7-Figure Digital Product Business
🔗 Laura Khalil’s No-Ads Approach to Landing High-Paying Corporate Clients
🔗 Stop Overcomplicating Digital Product Sales—This Simple Strategy Made Six Figures
🔗 The ClickBank Strategy That Helped Bob Grant Sell Millions Online