In this episode, Josh Latimer breaks down the “Average Ticket” pillar of FRAP (Frequency, Referrals, Average Ticket, Pricing) and explains why the goal isn’t cheaper advertising—it’s more valuable customers. When your customer value goes up, you can outspend competitors on marketing, buy more leads, and still keep more profit. 

Josh walks through the 4 core ways to increase average ticket (without being annoying or unethical), how to upsell and cross-sell tastefully, and why most businesses try to charge “steakhouse prices” while delivering a “Waffle House vibe.”