Evan Price:
I figured out I wanted to go into the business because I started doing the business for myself. And so the same thing kind of happened when I hired a coach to kind of help me uncover what it is I'm doing that I'm attracting these low-ticket offer type of mind, my type of clients. And things aren't working, and I'm trying the same thing year after year and I'm not growing. So this coach helped me package my skills, my specific skills into an offer that I could go to the market.

Michael Walker:
It's easy to get lost in today's music industry with constantly changing technology and where anyone with the computer can release their own music. I'm going to share with you why this is the best time to be an independent musician, and it's only getting better. If you have high quality music, but you just don't know the best way to promote yourself so that you can reach the right people and generate sustainable income with your music, we're going to show you the best strategies that we're using right now to reach millions of new listeners every month, without spending 10 hours a day on social media. We're creating a revolution in today's music industry, and this is your invitation to join me. I'm your host, Michael Walker.
All right, excited to be here today with Evan Price. Evan has over 15 years of experience in the music industry. And he launched a company called Artist Collective out of his dorm room in Chicago, while obtaining his bachelor's degree in music business.
And since then, he's helped over 100 music brands get launched transforming artists, musicians into actual business owners and entrepreneurs. His goal is to help artists who are historically more creative types get the tools that they need to actually create a real business and develop sales skills, and everything they need to actually be able to do what they love in a sustainable way for the rest of our lives. So definitely a mission that we have a lot of alignments on.
And specifically one thing that I thought was really cool that we can dig into today is high-ticket offers. It sounds like you have a lot of experience around high-ticket sales, as it relates to music and musicians especially. I'd be curious to kind of hear your experience around that, and what kind of high-ticket offers people are doing successfully. So Evan, thank you so much for taking the time to be here today.

Evan Price:
Thanks Michael. Appreciate it. Yeah, that's great. Yeah, high-ticket's definitely a new realm for musicians, and it has been quite a journey helping them build that out, because it's not something I feel like we are typically designed to think about. We're just like, "We're making music. We're just making people happy." So yeah, high-ticket is definitely a newer thing for musicians. It's been really fun.

Michael Walker:
Awesome. Cool. I'm excited to get into it. So before we get started, I'd love to hear just a little bit about yourself and how you got started discovering what you teach now with the Artist Collective.

Evan Price:
Sure. Yeah, I mean I started a lot of people in the music industry. I started as a musician myself. I was a drummer in a metal band, and quickly realized that touring and all the musician stuff was cool. But it really wasn't for me long-term. I think I was blessed enough to be able to find that journey really early on and kind of change my trajectory and be like, "Okay, I'm actually realizing I'm a better manager of the band than a member of the band. So I ended up booking our own shows and running a promotion company, and I was just being an entrepreneur more than an artist. And I was just like, "I really like this. I want to learn more about it."
So I went to music business school here in Chicago for several years, got my bachelor's in music business management, and realized that this is really where I want to be. And through my knowledge of that, I realized this was in a time where Spotify was just rolling out. Slightly dating myself. That's okay. Spotify was just rolling out, so they were doing those deals with college students. And it was new and the four conglomerate music labels were turning into three. So a lot of change was happening.
And I was just like, "I don't really want to just get a job in the music industry. I just want to maybe build my own thing." So I got my degree and then didn't use it just to build my own company where I wanted to strictly help independent musicians just like myself growing up figure out how to do this, how to make money. How to take their skills and turn it into a job or a career. So in a shell of it, that's how I got started. And I've been doing this ever since.

Michael Walker:
Super cool. Yeah, I think it's interesting. It seems like there's sort of a yin and yang. And I'm sure you've experienced this a lot with working with artists where generally, we might not necessarily think a whole lot about the business side or about the entrepreneurial marketing side. And in a lot of cases that's really the missing component or the missing piece. And it's so awesome that you're able to really provide this type of value and service, kind of fill that gap. So I'd be curious to hear, what was your journey or experience around discovering specifically high-ticket offers for musicians especially? And then we can dive into that topic.

Evan Price:
Sure. I think it was upon my own discovery of my own high-ticket offer. All that we do is very meta. I figured out I wanted to go into the business because I started doing the business for myself. And so the same thing kind of happened when I hired a coach to help me uncover what it is I'm doing that I'm attracting these low-ticket offer type of clients, and things aren't working, and I'm trying the same thing year after year, and I'm not growing.
So this coach helped me package my skills, my specific skills into an offer that I could go to the market at a high-ticket, because I can promise a big transformation, because I know exactly who my ideal client is. And by doing this I uncovered, "Hey, I can do this for my clients too." They don't have high-ticket offers.
Even, high-ticket offer could mean we can get into this as well, but could also mean a high-ticket event. So many musicians are like, "I'm just getting paid $100 for this bar gig." That's because you're not going out trying to ask for the $5,000 corporate gig. That's why you keep getting those, because you keep attracting those.
So if you package a high-ticket event, and you create the right leads, and do the right sales strategies, you can get into those circles easier than you might think. So I think the high-ticket mentality, it comes down to really polishing what it is that you do. And being very, very, very clear about what transformation you're offering.
So yeah. To answer your question, I got into it because I uncovered my high-ticket offer, and it's been working. And I've been working with some amazing clients, helping them create their own powerful offers. And I want to continue to do that with other musicians around the world.

Michael Walker:
Very cool. Yeah, that's awesome. And I have firsthand experience as well seeing the power of having the high-ticket offer. And we have a client who I just met in Orlando for breakfast. And they had just gotten off of a $12,000 private party gig. And most artists don't even think that big, or think that that's even possible, or think that they deserve that, or that they're worth it. So to actually have an ability to create something that's that valuable, that it can provide that type of value I think is hugely beneficial.
So just out of curiosity, you mentioned that. And I've had the exact same experience a lot. So much of what I do now is because of my mentors and what I've learned from them, and they had their own mentors. And if you look at Olympic athletes, they all have mentors. They have someone that helps guide them and helps them kind of learn how to be successful. Just out of curiosity, who is a coach that kind of helped you get started?

Evan Price:
I've worked with several over the years. The first one was actually a close friend of mine who got into business coaching, was not even in music at all. He was building high-ticket offers for chiropractors and whatnot. But he knew me very well, so I think that's why it helped. I've worked with Tom Worth. I'm working with Tanner Chidester as well. Just these business, these Russell Brunson types that are all into funnel hacking.
I think this is something that I know you talk a lot about the value ladder, and I think that's important. Musicians are just way behind on this kind of stuff. And it can work for the real estate game. It can absolutely work for musicians. So it's just about taking those entrepreneurial strategies and frameworks, and applying them to creative types. Which is really exciting.

Michael Walker:
100%. Yeah. It's been so interesting to watch. I think in a lot of ways, the music industry is just as an industry, is sort of a few steps behind the tech industry and the entrepreneurial, digital marketing industry. So it's great to be able to carry that progress, and take those insights, and those lessons, and those learnings from other industries, and be able to give musicians a headstart.
One big question. I'm sure you get this a lot when you start working with artists and they're thinking about securing a high-ticket offer. What the heck can I offer that's worth $5,000 or $10,000, and how can I position that and frame that? So I want to hear you talk a little bit about what are some of the most successful high-ticket offers that you see working right now for artists, and how can they frame that for themselves?

Evan Price:
Yeah. I break down the high best high-ticket offers into three categories. And I'm sure there's plenty more that we could put our heads together and come up with much more. But the three that I've seen work really well are those high-ticket events, corporate gigs, weddings, cover gigs. The gigs that are likely paying more than the original bar gigs for an hour for 100 bucks.
You have freelance services like production, and mixing and mastering, video editing. It doesn't necessarily have to be, because you know it. Musicians are also video editors and other kinds of creatives. So it's like tapping into your other skills. And then the third is in itself, high-ticket coaching.
So vocal coaches. If you have a process, you don't have to be a Grammy winner to be able to teach someone how to sing or play piano. So if you have a clear process and you feel good about it, and you have somebody that you can teach go from level two to level four for instance, you could be a coach. You could coach someone how to play piano, sing, song wright. Get your music royal royalties together. Whatever it is in your realm, if you've done it for you, you can teach others. And that's kind of aligned with what you have. You've been able to grow these Spotify streams for your own band, and now you're teaching other people how to do it. So that's kind of again, very meta. So you can coach others.
So it's about packaging that. Again, you don't have to be this Juilliard, Berkeley level musician to be able to teach someone to write their first song for instance. Will it immediately be a $15,000 offer? Maybe not, but work up to it. So we help people figure out what they're really good at.
I've coined this phrase, the MCS method, which is a monetizable creative skillset. So we have to figure out what you would do for free and you just love doing, and we just help you put a high-ticket dollar sign on it essentially.

Michael Walker:
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When you sign up, you'll unlock our best in-depth masterclass from a network of world-class musicians and industry experts on the most cutting edge strategies right now for growing your music business. On top of that, you'll get access to our weekly live masterminds where our highest level of modern musician coaches teach you exactly what they're doing to make an income and an impact with their music.
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Very cool. Yeah, that makes a ton of sense. And mentorship or coaching I think is an interesting angle, because it's a very human thing. Especially with the rise of AI and digital intelligence, it seems like mentorship and coaching is something that is one of the more future-proof things that you could really be good at.
And a lot of times, artists, you have such an amazing ability to guide, and mentor, and really influence, and make a positive impact on the lives of the people who follow you in the lives of your fans. A lot of people listening to this right now, you probably are a musician because you grew up listening to one of your favorite bands. And some folks might not even know who that person is. But if you had the opportunity to get personally mentored by that person, it would be hugely valuable. It could be priceless. And that's a really interesting angle, teaching them how to take what they're currently doing, their own creative process, and be able to help people with that. So what do you say were some of the biggest roadblocks, or challenges, or struggles that you see artists have when they first get started in this vein of creating their high-ticket offers?

Evan Price:
Yeah, it's a great question. There's a good amount. The first two that come to mind, the first one is a whole lot of self-doubt. They feel like because they don't have a blue check, because they haven't won a Grammy, because they don't have a notable show that they've performed, that they aren't equipped to teach others. And I think this is a limiting belief that you have to get over. So that's the biggest thing. It's like, "I haven't done X, Y, and Z. So I can't teach anybody."
It's like we know that's not true. If you have a process and you can put it into words into a framework, you can teach somebody it. You've got to be able to get them results of course. If you don't know how to play piano yourself, you probably can't teach someone else how to do it. And that's obvious. But getting over that hurdle of you don't need to be this notable giant person to be able to take someone through a process.
And then the second is overwhelm. Everybody wants to activate everything at once. They want to create a course, and immediately get clients, and run all these ads, and do everything. And they end up doing nothing. So one of the biggest things we help them with, another motto of ours is we help you do less better. That's really just what it comes down to. If you focus on just a minute level of things, you can actually move the needle faster as opposed to you trying to attack everything at once. So I think it's that self-doubt and that just overwhelming yourself. And that's what you said. The piece of it that helps with coaching is that accountability. Yeah, you can go through a do-it-yourself course. But are they going to kick you enough in the butt to say, "Hey, you shouldn't be doing that. You should be doing this."
That's something a one-on-one coach can really provide, that AI or just a do-it-yourself thing wouldn't be able to do. A lot of what I connect this to is personal trainers.
I can spend $20 a month and go to Planet Fitness, and figure some stuff out. I'll lift some weights. Am I going to get the same results as if I spend $700 a month on a personal trainer who's going to scream in my ear and tell me exactly what to eat when I go home? I'm going to get better results that way. It's just fact. So same thing here.

Michael Walker:
Absolutely. That's very true. It seems like we're sort of living in this day and age where there's so much information and there's so many distractions, that being able to really throw your head over the fence, and accountability. And having someone that checks in with you, you have something that, I mean we all probably have more books than we can count that we have on the bookshelf that we haven't read, or courses that we haven't necessarily gone through or implemented everything. And I know there's been some really interesting studies around how big of an impact having accountability and actually having someone there to hold space for you makes in terms of actually, your odds of being successful versus again, just letting life get in the way. Cool.
So let's say that someone here is listening and they're like, "Okay, I definitely feel a bit out of my element. The idea of charging $5,000 for something like this seems like a big stretch." But if I'm willing to suspend that and kind of give it a shot, how do I get started? And maybe, how do I hone my edge? And how do I find the right people even start talking with or start offering these types of high-ticket services too? Where do they get started with that?

Evan Price:
I would say first, figure out exactly what it is you want to teach or you want to build with. That's first and foremost. It's got to be something you're passionate about that you wouldn't mind doing forever for instance. Maybe not forever. That's harsh, but for a long time. A long period of time.

Michael Walker:
Even after-

Evan Price:
Yeah. It's that Goldilocks business. It's got to be something that you can actually charge that much for, and also something that aligns with your passion. It's got to.
And second, you got to figure out exactly who that audience is. Creating that client avatar is essential. You can't just be like musicians, anybody who has ears can listen to my music. But who would really like it?
So figuring out, what are they struggling with you? Let's say you want to be a songwriting coach. Where are they at in the process exactly? Have they never written a song? Have they written songs and put it in their voice memos, and they need to go to a studio? They have trouble with lyrics. Figuring out exactly where they're at in this process and what they're struggling with, what they're fearing. Getting into more of the psychological thing of it and less about what stores are they shopping at or what websites are they going to I think is more important. So figuring out who that audience is, is very important. And usually skipped right over. People just go straight into building the courses, and they build all the course and then they never ask what are these people actually struggling with? Is this the right course to build?

Michael Walker:
Totally. Yeah. That's the exact right question to ask. In another way, it sounds like what you're saying is really figuring out, how can I provide the most value? And that's one of the best ways to figure I can provide the most value is by figuring out where is there a big gap right now, or is there a struggle? Where is there frustration? Where's something that people, there's currently a sense of friction, which is a great kind of pointer towards where you can provide values. You can kind of help alleviate that problem or alleviate that friction.
And another point that you made that I think is so smart is you make sure you don't skip over it and you make sure that you get in tune with who that person is, understanding who the avatar is before and you spend too much time trying to just create an imaginary person in your head I guess.
The analogy that I use for this sometimes is that if we're all resonating at this frequency and scored, and then the people that you're trying to connect with are resonating at this frequency, then you might think, "Yeah, this sounds good. I'm going to put this out." But then really when you put it together, it's like, it clashes.
But then if you do what you're saying and you actually take a point to listen to them first and kind of see, "This is what they're resonating at." Then when you start creating an actual service for them, it can harmonize. It can actually kind of resonate and fit with what they're putting out.
Which kind of leads to the next question of, how can someone effectively create one of these client avatars, if they don't know who those people are to start with? Do they just sit down and imagine who those people are? Or do you recommend that they go through a process of finding those people and having conversations with them?

Evan Price:
Yeah, I think a mixture of all those. But I think the most efficient way of that, because like what we talked about before, it's very meta, right? You usually are creating a product because you at one time struggled with that same problem in the past. So the best avatar is usually your past self. So if you can create a program to be like, "If I created a program for myself 10 years ago, what was I going through? What did I need to get over, that I could have gotten over faster than 10 years if I had this thing that doesn't exist yet?" That's usually the best place to start. Because a lot of musicians, it's impossible. They're not going to create a service for something that they've never done before. So usually, put yourself through that. What was I struggling with? What could I go into the past and give my past self this program, and help them, and help them to goal in three years instead of 10? What would they need to know?
So that's the best place to start. Of course, asking some people. I'm sure you've got people in your circle who struggle with that. But again, like you said, you really have to know what they're struggling with. A lot of it is a little bit of guesswork, but that's kind of the fun part. But it's just going back to that personal trainer example.
First thing they're going to ask is are you trying to gain weight or are you trying to lose weight? Are you trying to gain muscle? Are you trying to just be flexible? Are you trying to just be healthier? Those are very different tracks that they would put you on, depending on what your answer is. So they have to be clear about what your end goal really is, and to build the right program for you. So you have to think in that aspect as well.

Michael Walker:
Cool. Yeah, that's a great point. Just reflecting and thinking about your own challenges, what you went through. It just seemed like the meta level of what you're talking about is built into our DNA as humans. Every good story, Harry Potter or Lord of the Rings, there's always that character, like Dumbledore. There's always the mentor that guides someone. But then I think that something's overlooked sometimes is actually, it's reflective too. Not only does everyone need a mentor. But in order to be a full human, I think that by mentoring, and helping, and paying it forward, and serving other people further ahead can be one of the most fulfilling of what you do.
So in your experience now, I would love to dive. So you shared three different categories of high-ticket offers that you see working right now for musicians. Maybe we could dive a little bit deeper into one of them. If there's one that you see as the one that's kind of the primary one or the one that people are really kind of digging their teeth into or getting the best results from. We can dive into that process a little bit. Which one do you think that would be?

Evan Price:
Definitely the coaching. We've been working with a lot of aspiring music teachers who are doing it part-time at Guitar Center, or School of Rock, or at their local store that just has in-person meetings. We are helping them build high-ticket offers and take it to the masses. AKA, the internet. Take it virtual.
So that's really been our focus the past few months, and we're definitely aligned with those type of artists. Because like I said, we're coaches ourselves. So putting our framework into their hands has allowed them to scale to 5,000, 10,000+ per month of clients that they're working with around the world.
I think it's an interesting place to be in, because we're creatives. Typically, we're not driven by money. But we are driven by freedom and being able to get out of the nine to five that we hate, or not that aligned with. And usually, that money helps us get out of that. So I always like to bring up the monetary thing only because hey, you can give you the freedom that you want. Go and travel. Go and get out of your day job. Go and retire early. Whatever that looks like. The coaching allows them to do that I think faster because there's people out there that are willing to pay a high-ticket to something as simple as learn how to play piano or learn how to become a better singer. People want to pay that because like you said before, it is just information overload right now. Yeah, you can go to YouTube and try to learn how to play piano or learn how to sing. But it's not catered to you exactly, so it's different.

Michael Walker:
So true. Yeah. And one thing, I'd love to hear your perspective on this. Because I think we talked a little bit about this before, but it's probably one of the biggest hurdles or obstacles is around this idea of, "Well who am I to teach this? I'm not super famous. I don't have a Grammy. And who am I to charge $5,000 for this kind of thing? Is it worth it? Do I deserve it?" So I'd love to dig into that feeling of where this, and value. Is this worth it?
But also, one point that I want to make that I think we had mentioned this earlier too. But the value that you provide when you have a higher ticket offer, I guess I'll use myself for an example. How many free videos are there on YouTube? How many free videos are there online that exist that I have not really implemented or not really taken action with, because I didn't really have much skin in the game, really commitment? Versus the investments that I've made in business, and coaches, and mentorship and masterminds. It's been in the hundreds of thousands of dollars. And those are things that when you throw your hat over the fence...
And I guess as it relates to you might be doing this and creating a higher ticket offer, who do you think is more likely to be successful learning how to play piano? Someone who decides that they want to go look up some free videos and just decide, they're like, "Okay, cool. I'm going to learn how to play piano." Or someone that spends $5,000 on a coach, and the coach meets with them every single week, and gives them premium hands-on support.
Even compared to a $50 course, if someone spent $50 on the same coach or a different coach, $50, how much more likely is it that they're actually going to stick with it and learn to play piano like a badass, if they actually invested $5,000?
There is something just about the investment and the commitment in and of itself that creates a sense of investment. You're invested in multiple different ways psychologically. And it carries you forward. That if you really, truly want to get that result of being able to get up on stage and perform piano in front of a huge crowd, or even just at a dinner party or social gathering and have that experience, then you're significantly more likely to be able to do that by investing with a higher ticket coach.
And you can provide that service for someone. And you're doing a disservice by not offering that. Because by doing that, you can help people have more success. So it's kind of an interesting point how commitment can work in terms of having a higher ticket offer. And I would love to hear your thoughts around that mindset.

Evan Price:
The one phrase you said was the key to all of it. Skin in the game. That's really what it comes. It's just that perceived value, that change and perceived value. I'm investing not only money, but I'm going to have to invest a good amount of time. So it makes you invest that time because you invested that money.
Yeah, if somebody dug in and really hit it hard on YouTube videos and put in all of the time, they would probably get a similar result. We could probably agree on that. There's tons of free resources out there. People can learn how to do any of this stuff for free. The problem is, they don't.
I'm even guilty of this. I at one time chatted with my buddy before we started coaching, hired him to be our coach. He sent me documents and be like, "Dude, listen, I'm going to send you these for free." I never used them. I gave him money. And where I'm like, "Cool, help us get to this goal." He sent me the exact same sheets and I'm like, "Dude."
Because I did it too. I just didn't put in the time because if somebody just gave it to me, I was like, "I don't need to do that. This was five, six years ago." But still, it's just like there's no super secret sauce over here in the coaching realm. It's really all the accountability.
And like you said, putting skin in the game. You're committing to yourself. You're investing that money. Technically you're giving it to someone else, but you're investing it into yourself. And the real what we call artistpreneurs realize that, and they really go all in. Because it's got to sting. Like you said, $25 course. It's not enough to sting. You're probably going to watch a couple videos and then go watch Netflix. Don't lie. You're spending even $2,500, 5,000, $10,000. You're going to say goodbye to Netflix, and you're going to dial in. You better believe. And you're going to get the results because you put the time in. So you said it best right there. You got to put skin in the game somewhere, somehow. Otherwise, we tend to just get a little lazy and distracted, and don't put in the work.
So that's where I think going back to your original thing of them feeling, what you were describing was imposter syndrome of, "I'm not good enough. Why should I spend charge this much?" It's like cool, maybe not go straight into charging $5,000 until you have a couple people. But stop charging $40 an hour for these people who come in for an hour of guitar lessons, and they don't dial in. What we help them do, let's say a guitar teacher is take the $40 an hour, stretch it out to three months, and say, "I'm going to help you be a master of guitar in three months. It's just $2,300 now." And people will be like, "Oh man, this is a big commitment. I can't just take one class and then leave?" Again, skin in the game. So it really helps you dial in your ideal audience and your best clientele, because they're serious. And you want serious people because you're not out here for money. Like me, I'm not out here to make money. I want to help people transform into their best selves. And I can't do that if they're not fully committed. And I tend to find more committed people who are willing to go all in on themselves and invest a little bit more than that $5 PDF that you never used.

Michael Walker:
100%. Yeah, that makes a ton of sense. And also so smart. Being able to position what you're offering as a guitar coach, instead of it being about the stuff or about you pay $40 an hour. It's like no, that's not what it's about. That's not what people want. They want to be a guitar master. They want to have that experience of actually being able to fluently play. They want the transformation. They don't want the stuff. They want the transformation. And so it sounds like you're really helping people to identify what's the true outcome or what's the true transformation that you can really help someone with. And when you can get clear on that, that transformation is the value. It's not about the $40 an hour session.
If the person didn't do anything on the $40 an hour session, if the person literally just could click a button, then you could have that transformation, then it would be worth $2,000, 5,000, 10,000 for the right person. So it's interesting kind of hearing that.
And I'd love to hear you talk maybe a little bit about that idea of dialing in that transformation or that specificity around what is that outcome or result they're going to get as a way to really dial in the higher ticket offer.

Evan Price:
Yeah. I think it's again, looking at exactly what your skill is. Cool. If it's music theory, great. Teaching someone music theory is kind of an outcome. But is it, "I'm going to help you apply music theory so you can write 12 better songs than you did before"? That's a much clearer outcome like you put it, or a transformation.
But using your special skill of, "Hey, I'm amazing when it comes to music theory. I think a lot of people writing songs don't have that skill." Music theory went over my head, I'm a drummer. I was just like, "I'm going to bang on stuff." So if somebody came to me and was just like, "I'm going to turn your drumming skills into you're going to become a music theory master," there's another better outcome transformation. So it's about using emotion too. It's like what do they really, really want? What are they fearful of? I'm trying to think of real life examples that we have.
Had a vocal coach we work with a couple years ago, who he was doing the thing. He was doing hourly lessons. It was 75 bucks a lesson out in LA. It was cool, but we wanted to say, "Hey, we wanted to up your revenue. Let's make a high-ticket." And let's get more specific about what you're helping them, as opposed to they're coming in and you're singing a song. You're like, "Cool, you can do better here. You can do better here." But they don't really leave with a big outcome that's worth $2,000 as opposed to 75. So I said, "Cool, what do you really want to focus your clients on?" And we got to the bottom of it and he is like, "Well, I really enjoy helping them find their actual voice. Instead of trying to sing like Beyonce, instead of trying to sing Michael Jackson or whatever, I want to help them unlock their authentic voice." I was like, "Boom, that's it. That's your transformation right there."
So kind of named it from there. It was just Unlock your Authentic Voice program. So it's like, "By the end of this, you're going to know exactly what your authentic voice is. And you're going to be able to adapt any song to your authentic voice." His clients loved it because a lot of times, they were younger kids that didn't quite know what their voice was. They were still kind of figuring that out. So that was a big transformation that they really wanted to get. It all came down from just asking them questions like, "What is your goal with your clients? What do you want them to do? Knowing your own skills, where do you want them to get to?"
So you're totally right. You want to sell transformations and not features of stuff. Features versus benefits, which is another thing that most people are like, "What do you mean?" Selling those big benefits, AKA a transformation, allows you to be able to sell high-ticket as opposed to just saying, "Here's a thing. Buy it. It's got all the bells and whistles." That's a feature. A feature would be, "This new MacBook has an M1 processing chip. That's cool."
The benefit of that is, "Hey, you can open every single app while you're making music. And it'll never close." That's a benefit. People buy off of benefits, not off of features. And we don't really care about any of that stuff, just as an example.

Michael Walker:
Yeah. That's so good. Really helpful to hear that real life example too of the vocal coaching, finding your authentic voice. Awesome. Cool man. Well hey, thank you so much for taking the time to come on here and share some of your insights and lessons from helping artists to really clarify who they are and what they can do uniquely, what they're passionate about. That also can provide huge value, enough so to be able to create a high-ticket offer around it. I think it's awesome. So for anyone who's listening to this right now who would be interested in learning more or potentially even applying for the coaching, what would be the next step for that?

Evan Price:
Yeah. My DMs are always open. I love to have conversations with people first. So please check me out on Instagram. It's instagram.com/ac_evan, or go to artistcollect.com, and you can check me out there and apply on the page. But I would really love to have a conversation with you first, really dive into what your skills are, what you're dealing with. Things like that. But yeah, definitely looking for some music teachers, some music coaches who want to take that in-person lesson and turn it into a high-ticket. Let's do it.

Michael Walker:
Awesome. Cool. Well like always, we'll put all the links and whatnot in the show notes for easy access. And appreciate you taking the time to come on here today.

Evan Price:
Of course man. Any time. Thank you for having me.

Michael Walker:
Hey, it's Michael here. I hope that you got a ton of value out of this episode. Make sure to check out the show notes to learn more about their guests today. And if you want to support the podcast, then there's a few ways to help us grow.
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