Flow State Business

I stopped relying on high ticket – here’s why

• Ruby Lee

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Twelve months ago, everything hinged on high-ticket.


I’d built my whole business on a handful of yeses - masterminds, one-to-ones, VIP days. And for years, it worked… until it didn’t.


In this episode, I’m walking you through the moment I realised something had to change. The experiment that started with a $7 PDF. The decision to stop chasing five-figure clients and start creating a business that sells daily, steadily, and without the emotional rollercoaster.


This isn’t about hating high-ticket. I still love deep coaching containers. But I’m done relying on them to carry my business. There’s a new model emerging - and it’s built on flow, creativity, and actual freedom.


 All right. All right, all right. Oh my gosh. I did not mean to sound

like Matthew, if you know, you know, um, I'm caffeinated, as you can tell, and I am ready. I, I wanna talk about why I'll never rely on high ticket again, and I'm gonna take you behind the curtain of my mindset and my belief system and why so much has rewired and changed up. Because for context. 12 months ago, I was so reliant on high ticket and had been for six years of my business.

Now I have built a totally new business model in the last coming up to eight months now. It's changed the whole game for me. It's given me so much more freedom and incredible amount of ease. I'm getting people messaging me every single day saying how much my energy has changed and how they're here for it.

So I'm really grateful if you're new here. My name is Ruby Lee. I'm an online business coach helping you make daily sales with more flow because we love more flow state in our lives. I'm basically documenting my journey on just switching up the model this year and all the things. So this is one of the topics on why I will never highly rely on big ticket coaching items, again, such as Masterminds and one-to-ones VIP days retreats.

And I wanna give you context around that because it's not that I'm shitting on it, and it's not that I don't believe in it. I absolutely do. I still have those containers, but more so why I don't put it as the holy Grail any longer. And hopefully this is gonna give you some permission to breathe because too many coaches that I know that I work with, because I specialize in working.

Helping you enter flow state is I tend to attract a lot of people who are so, so, so shot in their nervous system and pretty much on the brink of giving up or feeling like they need to throw it all away and go back to a full-time job again, nothing wrong with that, but I see it every day, so I just have this responsibility that's so innate in me now.

To help you see another way, and this might be it, this might not be it, and that's cool too. But we're all here to explore what's right for us and our energy. Okay, so let's, oh, let's just take a minute. I need a breath because I'm very caffeinated. So this episode could just be like, okay, take a breath, roofs, take a breath.

This is something that I wanna share with you because it's shifted how I've run my company. How I sell and how I think about money. Can you guys tell when my eyes are closed? 'cause I just pause a lot more anyhow. Ah, and I just love that this new way of operating for me has really helped me be in my body, be in my day, be more present.

I just love, I freaking love my life right now. I love everything about it. I love what it's done for my relationship with my kids, with my husband, with me, with where I'm living, with how peaceful I am, with how fulfilled I feel. I just, I'm so, so thankful. If I keep saying this, I will cry. So let's not do that because I've cried on many episodes before.

It's honestly because whenever I sit down at the microphone, I share the soul deep stuff with y'all and I feel comfortable with y'all, and I feel like I am the most me. So thank you for being here. Thank you for always listening and tuning in, and this podcast is just growing and growing, so thank you.

And it means a lot. Your listens, your shares, your likes, your uh, reviews. They're everything. Thank you, you guys. Okay. All right. So why I will never rely on high ticket again. And if you are someone who's built your entire business on premium services, IE coaching consulting. High touch delivery. This might feel really wild to hear, and I do not want you to just go rip out everything that you've built, but it will just help you think about more ways that you can expand your income streams, perhaps.

Okay. So I used to think that high ticket was the smartest way and the quickest way to build wealth and financial freedom, and to have a business model. That would just feel better because I was working with less people, but earning more. And the idea of working with fewer people in my mind at the time, meant yeah.

Like I'm not stressing myself out. I've just come out of a nine to five job. This feels cruisy, this feels easy, and I can deliver more deeply. I could charge more. It's easy maths, right? But what I didn't see. Over the last six years, and what I see so clearly now is that model, whilst it felt good in theory, was actually the hardest, hardest, hardest work that I'd ever done in my life.

Because to score in that model, like to score a goal in that model, which IE is having a client come in 5K, 10 K, 20 5K, whatever you are charging, and the most that I'd charged was a hundred thousand. That felt like a big score. Everything else leading up to that moment was high velocity, high energy work, posting every single day, being on the hamster wheel, doing the webinars, doing the sales calls, going through application forms, trying to be seen, trying to get into mainstream media, trying to become a speaker, thinking that I needed to write some bestselling book in order for me to sell more high ticket.

My entire income depended on a handful of clients saying yes, and a handful of clients continuing to say yes. And God forbid if one of those high ticket clients was like, I need out of the retainer, or I can't pay my next month. It would cause this shit show of emotions in my life because I was like, oh my God, the business is failing and my MRI has dropped and I just don't know where I'm gonna get my next client from.

And honestly, my launches, whilst I did hold my shit together, they were full. Blown rollercoasters of energy. My poor husband was always needing to calm me down, wipe away my tears, and help me just feel better. I don't remember the last time he needed to do that since we shifted the model eight months ago.

Because back then I was so locked into delivery mode hoping that someone signed, and then I would get this huge dopamine hit, right? Like, oh, the world is perfect and I'm a badass, and all these things. And then very soon after that, I would start losing my creative energy. And I would feel extremely, all my, all my shit came up.

Basically just like worthiness stuff, not feeling enough, feeling like I could be so much further along by now, but I'm not, and it's not that high ticket is broken. It's just not designed to be the whole damn engine, you guys, it's just not, and the engine is big, but at the same time, you need all the other moving parts to have the engine work.

Okay? So if anything that I've said up to this point is like, okay, she is speaking my language, let's keep going. And I. I'm excited to see where this episode goes. You guys know I never have notes in front of me. I'm always just eyes closed talking with my hands going crazy, but hopefully this is all making sense for you right now.

Let's go to where I started and how I started shifting. I started shifting with a $7 resource that I put out on the 20th of December, 2024. It's a very significant date for me now because that was the time that I honestly was like, I'm gonna just. Change something. I'm gonna give it a go. I'm gonna switch up the frequency and I'm gonna see what happens.

And it was all in the spirit of an experiment. So I pulled together a Google doc, which then I converted into A PDF. I put it out there on social media. And the first ever digital resource of this kind sold within the first few hours of me going live with it, which was so crazy. And honestly. It's the most unfancy, not overdone thing that you'll ever, ever see any coach who's made millions of dollars in business produce.

Like I said, it's a Google doc and what that was was a 2025 business plan was just very, very much just what I wanted to let go of in 2024, how I was gonna restructure my business in 2025, and people loved it. Loved it. $7 offer turned into thousands of dollars in passive income within a few weeks. This was mind blowing to me because so much of the way that I had designed my business was about selling the thing and then delivering the thing in a long container of some kind.

Or if it wasn't a long container, like three months, six months, 12 months, it was a. Short, high impact container of six weeks, and I had to say everything that I needed to say in six weeks, and hopefully they got the transformation. Now with this, all of a sudden I was seeing how I could literally impact hundreds of people, make thousands of dollars and move on to the next thing, because I'd already done the work upfront.

So from there I started to see it from. Every single angle, to be honest. You know, I was starting to see all these analogies in how big business was being done. I was starting to see how sports people became the one of one and winning the trophies and winning the medals, but it was the small things that they were doing every single day.

That got them the big win, right? Like all of the small tasks that they were doing. And it's no different to having a daily sales model, like how a little $7 resource or A PDF feeds into the bigger engine. And I just feel like, now that I see it, I can't unsee it how low ticket daily sales. Is about winning daily.

How it's helped me be so much more consistent with the way I show up and my income flow and how steady it feels and how nice it is to have this confidence built up every single day and not just like once a month when or if I had a successful launch because. Man, if the launch wasn't successful, can I just say it was like, bum bum land over here.

I just was bumming out all the time. Do you like that? Who's, who's in bum bum land at the moment? Oh, you all know what I mean, right? Like and what I love the most about having daily sales flow. In small, low ticket, teeny tiny offers. Most of my offers now are under $47, but they're selling every day, multiple times a day.

Is that there is this beautiful bubbling book that's just building up the bank account, that's building up the confidence that's building up my client list. And high ticket is no longer like the big, big thing, the fireworks anymore, and it's just. There's something about that which gave me a lot of permission to just, ah, relax and enjoy because right now I am working about three to four hours a day, which is awesome.

Like some days it is less than that. And I do work on the weekends. Like for example, right now I'm sitting at the microphone. I'm recording this on a Sunday, and by the way, it is 11:11 AM Yay. Happy. 1111. And I'm at work for another hour or two today, like not straight away in one big block, but just maybe after tennis.

I've got tennis today, I'll go to the courts, hang out at the club for a little bit, come back, have a matcha, and then maybe do another hour, and then I'll go sit on the balcony or go down to the park, watch the sunset, and then I'll do another hour about seven 30 tonight. Do you know what I mean? So it's kind of like that.

Every time I'm working, I know that I am building something bigger. If I'm posting on social media, I know that when I post today, I'll definitely get paid. I know if I send an email today, I'll definitely get paid. I know that as I'm recording this podcast, it comes out every single Wednesday. I know I'll definitely get paid for this because you guys go to the show notes and you go and buy and you do a little shopping spree in my shop, and that's just the best thing ever.

And you know, I am currently earning between $300 and $2,000 USD passively every single day, and I have done so since the 20th of December, 2024. So these are the digital products that's just feeding into my business, even when I'm offline and when I'm playing tennis, for example. So. Now what I'm noticing, especially for those of you that are like, what about the high ticket?

I still run high ticket. I have an inner circle and I have 12 amazing women in there and I love it so much. And then I have a daily sales accelerator group where I show up twice a month and I basically teach them all the tactical moves and the practical moves that they can make so that they can create a daily sales flow like I've made.

And there's an amazing group in there, 20, 30 people. So now when someone messages me and they're asking about, Hey, what are your deeper containers? Or Do you do one-to-one? Or Can I have an in-person day with you? It's not a surprise that they are coming to me ready to buy. It's not like, oh, maybe I'll join.

Maybe I need to read along our sales page, or maybe I need to attend her webinar or be in a three day free container with her to work out. Yes or no. They are already there. They've bought the PDF, they've watched the YouTube videos, they've listened to the podcast, and like you might be sitting there right now.

I know that there's multiples of you. 'cause usually when a podcast comes out, I usually get a plethora of messages saying. Which container should I join of yours, which is so beautiful. And that's the overflow, right? Like there's also a big contingent of you listening now, and you'll go ahead and buy my brand new resource called Low Ticket Millions.

It's just come out this week. It's brand new and shiny sitting in the show notes. By the way, we're seeing sales pop off like every single day on it, and you'll instead, you'll go and you'll buy that resource. That's beautiful and that's awesome. But the thing is, what we are doing here where we are not reliant on the high ticket is you are creating the natural next step for somebody.

They've already bought into your message and they love what you're putting out there, but you are going from post something on social media and then hope that they buy your $5,000 offer. It's a huge step, you guys. I mean to you, it's not because you are an investor. You will invest in your professional development, and that's possibly why you're a coach.

You're a mentor. You believe in education, you believe in learning. You're a lifetime learner, but there is a majority of people who don't. And they've never invested in themselves and they're scared to invest in themselves. And by the way, it's not because they don't have money. For a lot of my clients, a lot of them are corporates earning two, $300,000 a year, but they've always had their companies pay for them.

So they're scared to put their own money behind their own development. So even if they're watching you and then you are asking for five grand, that is huge for them. So of course it's gonna take a lot longer for them to say yes. Imagine if you could have something that was just a hell yes. A $9 offer, a $20 offer, a $50 offer, that's like, yeah, that's so doable.

I'll definitely grab that. And that's the natural next step. And that's the thing that's gonna continue on your side of things, keeping the revenue steady and flowing in. This is how I've completely rewired what scaling looks like to me because I know a $27 offer converts to a $270,000 funnel at the end of the year.

If I sell 12, 15, 20, 20 $7 offers with upsells and bumps, I know that that one funnel is leading me to a almost 300 K funnel, just off one $27 offer. Once you see the numbers, you can't unsee it, and this is where I truly believe coaching is heading. There is more automation. We cannot ignore that. I used to hate that word.

I used to think it was so impersonal. I used to say to myself, I wanna build a big sales machine that isn't deep. I'm, I'm the type of coach who wants to work one-to-one with people. And I used to believe that it was either automation or deep transformation. Like I used to put them in two different teams.

Now I believe it's one. There's more flow in it. There's more ai. There's more creativity, there's less urgency, there's less squeezing, there's less sales calls hoping, oh my gosh, I really hope they say yes. Because if you're still living in the reality where you believe that you success comes from pushing one offer, guys, that's really, really hard work, and I know it's the very thing that you're wanting to not be in right now.

You don't wanna be in the hard work. So I wanna help you create an ecosystem that holds people at every single stage. Now let me pause right here and say this, okay? If you are listening to this and everything inside of you is nodding like, yep. This is what I don't want, and this is what I wanna build.

This is the world that I want to be less in reliant on the high ticket, and I wanna see how low ticket can literally build out my million dollar dreams or impacting millions. However it is that you want to interpret this, then I wanna tell you to go and grab the low ticket millions offer. It's sitting in the show notes, it's an ebook, and then there's also, for the first time ever.

I'm experimenting with this. I wanna see if you guys like it. I have a feeling podcast listeners will, I've also attached an audio book to that, so get both because the ebook, the physical book, will have all the journal prompts and the exercises and the ebook has a lot more context and storytelling and you know, it'll just feel like I'm chatting to you.

You can have me in your ears so you don't have to read the whole PDF, so it will walk you through the exact energetics that I'm using and why I've switched to this model. It will help you see the numbers in a much bigger way. It'll feel so luxurious, and you'll learn how I think about these small offers and how I use them as launchpads for my whole business and how it leads to high ticket flow and how it will continue to do really, really big things for your business model.

Okay, so go and grab that. It is low ticket. It's super low ticket, so you know you'll love it. Okay, so back to what I'm saying. This isn't about me being anti high ticket. I love it. Like I said, I cannot stress that enough. I think a lot of people out there who are purely in high ticket land, or people who only talk to you in terms of masterminds and deep containers, what they may say is, I can't believe that someone would sell something low ticket because it's devaluing your brand, or it's never gonna grow your brand, or whatever it is.

You know, like. You need to sell so many of those in order to make $10,000. That is such small thinking. It really is. If anything, it's like putting, you know, a mindset into a tiny box. I wanna lift the lid on that and help you see how pro freedom this particular model is. It's about sustainability and I wanna help you build something that doesn't buckle you every time.

It doesn't work out, or you don't hit your expectations, but instead helping you just regulate. Emotional regulation is a big topic at the moment, right? So helping you regulate your nervous system so that you can be in this for a really long time, like you started this coaching company and this service provider business to help people.

But instead, what it's done is that it's taken from your energy so much that you now need to help yourself. So this is the conversation that I'm having with you today. The way that I used to launch high ticket really felt like I was strapping myself into a two week anxiety loop, and maybe you can relate to that also, like everything was riding on this handful of yeses that I would get, and when someone ghosted or said, oh, I'm not ready yet, or maybe, or just didn't respond, it really shook me so deeply that I had to have all these regular.

Energetic sessions, kinesiology sessions, acupuncture, blah blah, massage to to fix myself, whereas now I still have those, but I do it to elevate myself and I launch because I want to, not because I have to, because I know that I could just post once a day, make $2,000 a day and be done with it, and enjoy my life.

But you know, most of July, I'm recording this in July, it's almost August, but most of July was sort of a resting time for me. I've been going, going, going, and you know, shifting the business model is a big deal, but I just feel this energy coming back. Maybe it's Leo season, I feel the fire. I wanna be back in there and I'm like, whoa, this is like, I've already got an amazing foundation and my goal is to take my daily revenue from $2,000 a day to $5,000 a day.

And I launch, not because I have to anymore, because that's already, you know, a $2 million business model that I'm creating just because I wanna like help more of you in a one-to-one space, or I wanna have more group lifetime with you guys because I wanna know what's going on out there. I wanna know what's happening.

I wanna be on ground with all of you. So please don't burn down your premium services. I'm just saying anchor them into something that runs no matter what. I want you to have a model that holds you. I want you to have a model that is feeling like flow state that sells for you, that invites people in without you needing to be on these multiple sales calls.

One of my clients said to me, oh my gosh, Ruby, I've just come off a five call day. And all of them were sales calls and you know, one of them didn't show up. Three of them told me their life story and I couldn't even get to my pitch. And one of them I did get to my pitch and she said, too expensive. I remember those days.

I remember them and they are so taxing on the system. So I will continue to share with you what's working with me now, and I will continue to document the ups and the downs. But right now. Like hand on heart. Truly everything has been up and up and up. It's been incredible. My socials are blown up. My financial freedoms felt higher than ever.

I have felt more sparkly in my energy than I ever have since starting my business. So let me wrap up with these two things. One, if your income is still feeling highly dependent on somebody else saying yes to a high ticket. You are scared out of your mind that you're not gonna find that person to sustain you for another month.

Can you truly call that the freedom that you were looking for when you started this business? Yes or no? Number two, if, if, if, if you could rebuild your sales ecosystem from scratch. Knowing what you know now, just from this conversation. Wouldn't you want it to flow every day and not just when you launch?

This is what's possible for you when you let go of the high ticket launch only logic and you start to think about how daily sales energy and little micro offers tiny offers, low ticket offers can support that in a bigger, more expansive way. And if this has landed. You really need to go and grab low ticket millions because it will explain it in so much more detail.

I know that this is gonna be a resource and a coaching book. It is a coaching book that you will go back to again and again. It's in the show notes. You know it already. All right. I'll leave you with that and I'll see you in your daily Stripe notifications. Hell yes. I will see you and celebrate you when you start to see all the dings coming through every day and how that supports your high ticket journey as well.

Okay. Enjoy low ticket millions, and thank you so much for being here. Make sure you come on over to Instagram, let me know what's hit with you the most. I love hearing from y'all and I'll catch you in the next episode. Bye. My loves.