The Bottom Line

Read time: 3.5 minutes.​
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Hey Reader,

Let’s talk about something that a lot of people miss in their marketing: messaging. And not just any kind of messaging—the kind that speaks directly to your ideal prospect. You know, the one who’s ready to swipe their card for your high-ticket offer without batting an eyelid.

I had an interesting conversation a couple of weeks ago with one of my coaching clients. They said, “Nic, I joined this program because I want to know how to speak to my ideal prospect. Not just any prospect—the prospect who values what my offer and is willing to pay top dollar for it. I’m tired of wasting time speaking with broke, freebie-seekers.”

That got me thinking (and you know when I start thinking, frameworks happen). I realized that most of us are marketing like we’re selling Mazdas when we’re really selling McLarens. We’re using the same techniques to sell $50,000 packages that others use to sell $97 courses. And that, my friends, is where the problem starts.

Stop Selling McLarens Like They’re Mazdas

Think about it—what’s the difference between someone who buys a Mazda and someone who buys a McLaren? It’s not just the price tag. It’s the mindset, the motivation, the identity.

Someone who buys a Mazda is looking for utility. It’s the “point A to point B” kind of purchase. Reliable, practical, and let’s be honest, kind of boring. On the other hand, someone who buys a McLaren isn’t just buying a car—they’re buying into an identity, a lifestyle, a story they tell themselves about who they are.

And here’s the kicker: if your messaging is all about the utility (how-to guides, detailed feature lists, step-by-step instructions, training AKA INFORMATION), you’re going to attract the Mazda crowd. That’s fine if you’re selling Mazdas. But if you’re offering something premium, you need to shift your messaging to match.

How to Sell to the McLaren Crowd

So, how do you sell a McLaren? You don’t lead with utility—you lead with an idea. A big, bold, unapologetic idea.

When Apple launched the iPod, they didn’t say, “Hey, it’s a music player with X amount of storage.” They said, “A thousand songs in your pocket.” It wasn’t about the specs; it was about the experience, the lifestyle, the identity of being an Apple user. They were selling the idea of being different, being better, being part of something exclusive.

When you’re selling high-ticket services, your messaging needs to do the same. Instead of focusing on the “how-to,” focus on the “why.” Why is your offer different? Why does it matter? What’s the big idea behind it?

Selling Identity Over Utility

Let’s talk identity. When someone buys a $10,000 coaching program or a $50,000 done-for-you service, they’re not just buying the service—they’re buying into the identity that comes with it. They’re telling themselves, “I’m the kind of person who invests in the best.”

Think about luxury brands like Ferrari, Chanel, or Ritz-Carlton. When someone buys a Ferrari, they’re not concerned about gas mileage or the number of cup holders. They’re buying into a lifestyle, a brand, an identity. The same goes for your high-ticket offer.

If your marketing is still stuck in utility mode—talking about features, benefits, and the “how-to”—you’re missing out on the real motivator: identity. People buy high-ticket items to reinforce their self-perception. They want to be seen as successful, elite, and in a league of their own.

The Middle Ground: Aspirational Marketing

Now, you might be thinking, “Nic, I’m not quite ready to market like a McLaren. But I don’t want to be stuck in Mazda mode either.” That’s where the Mercedes approach comes in—a sweet spot I like to call aspirational marketing.

Aspirational buyers are in that middle ground. They’re not quite ready to splurge on a McLaren, but they’re done with Mazdas. They want a bit of utility, but they also want the identity that comes with a premium brand. Think BMW, Audi, or, yes, Mercedes.

For these buyers, your messaging should blend utility with aspiration. You can still talk about features and benefits, but always tie them back to the bigger idea—the identity they’re striving for. “Look great when you show up” meets “the most reliable performance on the road.” It’s “luxury” vs “exotic”.

Align Your Messaging with Your Market

Here’s the takeaway: whatever you’re selling—whether it’s a Mazda, a Mercedes, or a McLaren—your messaging needs to be in perfect alignment with the market you’re targeting.

If you’re marketing like a Mazda but trying to sell like a McLaren, you’re going to attract the wrong crowd. You’ll end up with unqualified leads, frustrating sales calls, and a lot of wasted time. But when your messaging aligns with your ideal prospect’s mindset—whether that’s utility, aspiration, or identity—you’ll attract the right people, close more deals, and grow your business the way you’ve always envisioned.

So, take a look at your current marketing. Are you selling like a Mazda when you should be marketing like a McLaren? If so, it’s time to rethink your strategy.

Keep refining, keep aligning, and most importantly, keep selling like the high-ticket pro you are.

Until next time,

Nic “McLaren” Kusmich.

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P.S. Watch my latest YouTube video "How To Best Frame Prospects Before Their Sales Call" HERE​

P.P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

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