scratching 1 itch at a time = more $ [🐝U]

Ever bought something & immediately felt the upsell was a total money grab?

Me too!

& here’s the kicker…

It soured me on the company
& made me doubt the thing I just bought.

When you look at why, you realize …

Most businesses build offers like a buffet

They throw in random items in hopes it feels valuable.

But as buyers, we don’t want to pay for stuff we’re not going to use.

We want that 1 dish that hits the spot.

1 problem solved
1 outcome delivered

In copywriting & marketing, learning about the “Power of One” happens early on.

You focus on:
→ 1 problem
→ 1 big idea

The more your message focuses on 1 thing at a time,
the more specific (& relevant) your message is
the more persuasive it is
& the more perceived value it can have

Here’s the plot twist:
The same is true for all your offers.

When someone says “yes” to you (whether it’s free or paid)
That thing they said yes to solves 1 of their problems

Offering a more expensive version of what they just said yes to is going to backfire.

That Itch is Scratched

When customers see the upsell solving the same problem,
they’re going to look back & question the value in what they got
& question your trustworthiness.

Because that itch has been scratched.

Upsells need to focus on “what’s next”

What they just said yes to, once implemented, reveals the next problem.

& to put things into perspective …

Let’s go Car Shopping

Imagine you agreed to drop your annual income on a new car.

You’re feeling good.
You’re excited to show it off
& you start planning as many trips as possible for an excuse to drive while it still has that “new car smell”.

Then your salesperson says,
“Would you like a truck to go with that?”

You’d think they’d lost their mind!

Why?

Because your transportation “itch” has been scratched.
That problem’s solved.

Now that you have a shiny new car in perfect condition,
You want it to stay that way …

So, your new problem (& the dealer’s upsell solution) is protecting it

Enter the maintenance & warranty package… with all the bells & whistles
- 3M & ceramic coating for the paint
- rock chip & crack repairs for the windshield
- stain protection for the seats
- rust protection for the undercarriage
- bumper-to-bumper extended coverage

Some say yes.
I did when I bought my all-electric pickup.

Upsell offers maximize profit per customer

But what happens when you say “no” to the upsell?

Smart businesses don’t just thank you & hand over the keys
(& you shouldn’t stop their either)

The sale isn’t dead.

Scale back a bit with a downsell.

Upsell vs Downsells

The upsell is about maximizing profits
The downsell keeps customers engaged to convert a “smaller” sale.

But getting that does NOT mean lowering the price for the same thing.
You’re offering something different

There’s 2 ways to downsell:
1 - How your customer pays
2 - What they get

1 - How your customer pays
there’s usually a “savings” with paid-in-full
& a “finance charge” when making payments

The longer the timeframe, the lower the amount (making it “easier” to make payments)

With your car, they roll the protection upsell into your loan amount.
$15 a month for all that coverage is easier on your bank account than $15,000

2 - What they get

A downsell can be a scaled-back (smaller) version of the offer
Or lower quality.

The goal is simple:
Downsell offers maximize conversion
… turn that “no” or “maybe” into a “yes”

You can apply downsells to get the first yes or any yes.
Keep the sale alive, even if it’s smaller.

& this process works in any industry regardless of if it’s a product or service.

5 “real-world” examples

Problem → Solution → Next Problem → Upsell → Downsell

Home Services
Problem: “My house needs cleaning”
Solution: one-time deep clean
Next Problem: “I want to keep it this way”
Upsell: Monthly cleaning subscription
Downsell: quarterly or semi-annual cleaning plan

Event Planning
Problem: “I need to organize my kid’s birthday party”
Solution: party-planning service
Next Problem: “I want to capture the memories”
Upsell: professional photographer + videographer add-on
Downsell: photo booth or disposable cameras

Photography
Problem: “I want photos of my wedding”
Solution: professional photographer
Next Problem: “I want to preserve & share the memories”
Upsell: Custom wedding album + framed prints
Downsell: digital photo gallery or smaller photo book

Life Coach
Problem: “I feel stuck & don’t know what direction to take”
Solution: 90-minute clarity session
Next Problem: “I need to stay on track & make changes”
Upsell: 6-month coaching package with regular sessions + accountability
Downsell: Monthly group coaching

Aspiring Authors
Problem: “I want to write a book but don’t know where to start”
Solution: Book planning workshop (outlining, structure, idea development, etc.)
Next Problem: “Now I need help writing & finishing it”
Upsell: Full coaching program with accountability, editing feedback, & regular calls
Downsell: self-paced writing templates & resources with a one-time manuscript review

One last thing … the “order bump”

“Order bump” is part of the offer-building process that sounds like another name for '“upsell”.

It’s not.
Don’t confuse them.

The “upsell” comes AFTER a “yes”
An “order bump” are quick add-ons part of the “yes”

Going back to the car example …
Think of the “order bump” is part of the car-buying process:
→ floor mats
→ trunk organizer
→ roadside kit

While an “upsell” requires another “yes” to something else …
Now that you have the car, you want to protect it.

Make sense?

Now It’s Your Turn

Write out a Problem → Solution → Next Problem → Upsell → Downsell for your ideal client

Remember to keep it linear, not layered.

You don’t need to have every solution developed & ready-to-go

But knowing their journey sharpens your offers (& increases your revenue)

Hit Reply & share it with me so you can get feedback to make it more irresistible.

Make it a great “itch-scratching“ week!
EG

PS:

The Growth Newsletter breaks down the tactics fast-growing startups use to grow. Step-by-step. For free. Every week. Find what works for you & put it to work.

Clients on Tap gives you feel-good client acquisition that works. No "bro marketing" tactics, just smart strategies.

PPS:
Every email is based on what you ask for … the more something’s asked for, the faster it finds its way to the top of the to-write-about pile
📣 Tell me what you want to read about … here

🔗 Connect with me on LinkedIn … here

📈 Want to talk about scratching itches for your customers by being yourself?
Find a time that fits your schedule.

PPPS: