The 1-2-3-4-5 Offer Suite: How to Diversify and Scale Your Online Business
As an online business owner, you know that serving a diverse range of clients means understanding their needs and delivering solutions that meet them at various stages of their journey. This is where the 1-2-3-4-5 Offer Suite comes in, inspired by Justin Welsh’s profit pyramid concept. The idea is simple: your business should offer a range of services or products, from introductory to high-ticket items, to cater to clients’ needs at every level.
Why Diversifying Your Offers is Essential
Diversifying your offers isn’t just about increasing revenue; it's about building relationships, nurturing leads, and meeting your audience where they are. Different clients have different problems, budgets, and goals. Some are just getting started and need foundational support, while others are ready for a deeper transformation.
By offering a range of services, you can:
Attract new leads who may not be ready for your core or high-ticket offers.
Build trust with smaller offers and gradually guide your clients to invest in higher-value services.
Create recurring revenue streams with membership offers.
Increase customer lifetime value by offering solutions at every stage of their journey.
Now, let’s break down each layer of the 1-2-3-4-5 Offer Suite.
1. Lead Magnet Offer (Free)
What it is:
This is the entry point for potential customers. A lead magnet is a free piece of content or service that provides immediate value. It could be an ebook, checklist, quiz, or mini-course. The goal is to attract prospects and get them onto your email list or into your community.
Benefits:
Attracts potential clients who are interested in your area of expertise.
Builds your audience and email list.
Establishes trust and positions you as an authority in your field.
Examples:
Free ebook on business systems
A quiz to identify your trauma score
A free mini-course on AI for beginners
Client Type:
This is ideal for cold leads—people who are just discovering your brand and want to learn more before making any kind of financial investment.
Real Life Case Study:
Laura Enzor offers a free “leaky boundaries checklist” for Gen-X women who struggle with taking care of everyone else before themselves. The “How Leaky Are Your Boundaries” checklist will open your eyes to any areas where establishing, or reestablishing, healthy boundaries will bring you more peace, joy, and contentment in life.
2. Micro Offer (Low Ticket)
What it is:
A micro offer is a small, affordable product or service (usually priced between $7 and $497) that provides quick value and solves a specific problem. It’s a way to get your foot in the door with new clients while giving them a taste of what you offer.
Benefits:
Low-risk purchase for clients, helping overcome objections.
Starts to generate revenue while adding value to your audience.
Great for building trust and transitioning leads into paying customers.
Examples:
A paid workshop on scaling your business
Swipe files for effective email marketing
A self-paced course on setting up ClickUp (a PM tool)
Client Type:
This is perfect for clients who are ready to invest but want to test the waters before committing to higher-ticket offers. They may already be familiar with your content through your lead magnet.
Real Life Case Study:
Nicole Breit has a 21-day self-pace journaling course to help people who are processing grief. It helps individuals transform a story of loss into a new enduring love story with a narrative therapy-informed approach to grief. Check out Honor Your Grief Story.
3. Core Offer (Mid Ticket)
What it is:
This is your bread-and-butter offer—the main service or product that you’re known for. It’s typically a mid-range product ($1000 - $4997) or service that offers in-depth support or transformation for your clients. It could be a comprehensive coaching package, an online course, or a consulting program.
Benefits:
Offers significant value and results, positioning you as a go-to expert.
Creates steady revenue streams.
Allows for more meaningful client relationships and transformations.
Examples:
A 6-week group coaching program for women going through divorce.
A full-day strategy session to develop your brand.
A signature online course on writing your first memoir.
Client Type:
This is for clients who have gotten value from your lead magnet or micro offer and are now ready to dive deeper into your services. They want a more comprehensive solution to their problems.
Real Life Case Study:
Micah Laughlin offers an 8-week 1:1 trauma resilience coaching program. The Arrive Method™ helps individuals with unresolved trauma transform their lives, rewire their brains and rewrite the stories that have been holding them back from living a life of emotional freedom.
4. High-Ticket Offer (Premium)
What it is:
Your high-ticket offer is the top of the suite. It’s an exclusive, high-value service for your most committed clients. This offer involves deeper engagement, personalized attention, and transformational results, typically priced anywhere from $5,000 to $50,000+.
Benefits:
Provides high revenue per client.
Positions you as a premium service provider.
Allows for deep, transformative work with clients who are fully invested in their growth.
Examples:
A year-long one-on-one business coaching program.
VIP consulting for scaling businesses to 7 figures.
A fully-customized business strategy plan with ongoing support.
Client Type:
This offer is ideal for clients who are committed to making big changes and are ready for a deep transformation. They value personalized support and are willing to invest significantly for premium services.
Real Life Case Study:
Russel Brunson is a marketing icon and runs an Inner Circle specific for the digital entrepreneur. The Inner Circle is limited to 100 people and costs approximately $25,000/year.
5. Recurring Membership Offer (Ongoing)
What it is:
This is a subscription-based service that provides ongoing value and support to clients on a regular basis. A membership offer could include access to a community, exclusive content, group coaching, or monthly workshops.
Benefits:
Creates predictable, recurring revenue.
Fosters long-term client relationships.
Builds community and client loyalty over time.
Examples:
Monthly membership for entrepreneurs with access to training and live Q&A sessions.
Subscription to an exclusive mastermind group.
Ongoing access to resources and support through a learning platform.
Client Type:
Ideal for clients who are looking for continuous support and community as they implement the strategies they’ve learned. They appreciate the ongoing value and want to stay connected to your expertise.
Real Life Case Study:
Jackie Senatore offers the Elevate Your Energy membership. Join a community dedicated to living happier, healthier lives, where you'll learn valuable tools and receive the support needed to overcome challenges, clear your energy, and develop unstoppable confidence in creating a life you love.
Bringing it All Together
By offering a diverse range of services that build on each other, you create a seamless journey for your clients. They can start with your free lead magnet, gain trust through a micro offer, and eventually work their way up to your core or high-ticket services. Along the way, you’re offering consistent value while building trust, nurturing relationships, and creating sustainable revenue streams.
In short, the 1-2-3-4-5 Offer Suite ensures that no matter where your clients are on their journey, you have something valuable to offer them. And in today’s competitive online business landscape, that kind of flexibility is key to long-term success.
Conclusion
Building a suite of offers enables you to serve clients at every stage, creating multiple pathways for engagement and purchase. It’s about building trust, delivering value, and turning cold leads into loyal, long-term customers.
Now, it’s time to review your offer stack—are you ready to diversify and create your own 1-2-3-4-5 Offer Suite?
For more deep dives like this one to grow your mission-driven business, subscribe to the On a Mission Momentum weekly newsletter.
