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The concept of a value ladder may seem confusing to you, or maybe you just learned about value ladders and want to know more about how they can help boost your business revenue.
Either way, this article will help you in learning exactly what a value ladder is, why every business needs one, and the exact steps you need to take to build one out for your business.
I will even include a video training to show you an example, and how to get into the right mindset to think about your customer’s journey and building a ladder that will provide them with the best experience possible.
What is a Value Ladder?
A value ladder is a visual representation of the series of steps that your customers will take from their first introduction of your business all the way to your highest offering.
The idea is to take cold traffic (those people that have never heard of your business), give them an answer to a question they have, or a solution to their problem, and capture their contact information.
From there you can offer them low-ticket items you sell within your business to get them accustomed to buying from you and build trust.
Once they have a good experience in purchasing from you and they trust that your answers and solutions have a positive impact on their life, you can then offer them higher-priced products and services.
Give people more value as they climb the ladder, and you will create an amazing experience for your audience that will keep them coming back for more and turn them into raving fans of your business.
Why Every Business Needs One
Not sure if your business can utilize a value ladder?
The truth is that every business needs one to provide a great experience for their buyers.
Say you sell social media marketing services to small local businesses.
You can’t go door to door and ask businesses if they want to purchase a $2,000 per month program with you. These are small businesses on a tight budget that have never met you or heard of your company.
On the other hand, if you offer them a free social media profile audit, followed by selling them a short guide on how to create posts their audience will love, you’ve got them in the door. You can then move them up into a paid course on how to manage multiple social media accounts, and then sell them the done-for-you solution you wanted to sell them to begin with. Now the experience is much better for them.
Value Ladders can be created quickly with pen and paper, grabbing a tablet, or using the templates provided below.
You will have walked them up your value ladder from giving them something for free, building trust, making a small sale, and then ultimately selling them your retainer package offer.
The local business will become much more familiar with you and be more willing to spend their hard-earned money with you once they know you know what you are doing and can deliver them the results they are looking for.
Once they see everything involved, they are more likely to buy your done-for-you services since they likely don’t have the time to manage it themselves. They will also respect what you do more since they will have a little inside knowledge of everything involved in providing that service.
The higher appreciation will create better clients for you, and even if people don’t convert to your retainer, you still get money from people who bought the course.
It’s a win-win for everyone, but especially for you as everything up to the high-ticket sale can be automated to help save you time and money in acquiring leads.
How Do You Build a Value Ladder?
Building a value ladder is as easy as grabbing a pen and a sheet of paper (but the templates below may help).
First, make a list of everything you offer in order of cheapest (or free) to highest price.
Once you have this list you will be able to identify any gaps that your ladder may contain, and where you will need to create products to help answer questions in that area.
If the only thing on your list is a high-ticket offer (over $2,000 one-time, or over $500 monthly), then you need to create some lower end offerings to help warm people up to you.
If you are only offering low-ticket products, you need to find out what other questions your customers are looking to have answered, and create some high-end content to sell them.
Once you have your list of products (or brainstormed future products), it’s time to put each item on the ladder.
Value Ladder Templates
To make this part easier, here is a link to a value ladder template that you can download and print out.
Alternatively, if you are more the digital type, I’ve created a handy template within one of my favorite programs, Funnelytics.
You can set up a free account with Funnelytics and use the template to build out your value ladder.
If you ever decide to upgrade to a Pro account (lifetime deal here), you can also use this software to track visitors through your sales funnels, including the one you’ve just mapped in your value ladder.
What to Do With Your Value Ladder
Now that you have your value ladder drawn out using one of the above templates, you have a rock-solid plan for your business moving forward.
Now is the time to outline and create any products that you are missing in your ladder, and devising marketing strategies to get people to see your lower-ladder offers.
Once you start getting traffic and signups to your low-end offers, you will begin building up your email list.
People can then be sent to your next-step offers in a sales funnel, or you can utilize your email list to drip-sell them over time as you continue to educate them, provide value, and work them up the ladder.
Your value ladder will easily become your #1 business planning tool going forward.
The Benefit to Your Customer
Customers like to buy from those that they trust.
Think about your own buying habits and you will find this to be very true.
When you begin to research the solution to a problem, you likely don’t jump on the first $2,000 offer you see.
You read a blog article. You learn some surface level solutions.
You download the free PDF guide in that article to learn more.
Within that guide you are offered a cheap course that will show you the exact steps to solve your problem.
As you take the course you realize that the solution is going to take up too much of your time or money in getting the knowledge and the supplies you need to solve the problem.
You see they are offering a discount on a done-for-you solution, so you buy that to help save time and get an expert to help you.
If you’ve done this and you didn’t know you were being worked up someone’s value ladder, you’ve probably just had an “a-ha” moment.
It’s nothing to be ashamed of, and you shouldn’t be angry at the person who sold to you.
You got value out of the deal every step of the way and you were willing to pay for it.
This is the experience we are looking to create for our customers.
Sell without being pushy, and provide extreme value. Enough so that the person doesn’t even feel like they are being sold to since they are getting such a great solution to their problem.
Again, it’s a win-win, and the way that raving fans are created.
What If You Don’t Have a Product for Each Step?
If you’ve found holes in your ladder and you aren’t sure how (or don’t have time) to find a product to fill them, you can always use someone else’s products.
You can become an affiliate marketer for pretty much any type of product or service you can think of. You just have to do a Google Search.
If you are missing a low-end offer you can become an Amazon affiliate and push low-end products that tie into the rest of your value ladder.
You can also explore Private Label Rights (PLR) products and buy guides that other people have created, but give you the rights to use as your own. Put your name on it, change the text to fit your business, and add a discount to your next step offer on the last page. Good to go.
If you only sell low-priced offers, you can do the opposite.
Find someone who already has a full solution built out, become an affiliate, and make that offer to them after they buy your low-ticket offer. Again, good to go.
I would recommend eventually replacing someone else’s high-ticket offer with something of your own, but if you don’t know what to offer, or don’t have the time or desire to make a more in-depth solution, you will do just fine going the affiliate route.
Free Affiliate Bootcamp Summit
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An Example Value Ladder
We’ve already discussed a few examples of what value ladders may look like for your business, but I also wanted to share this example I created for a fictitious travel agency that gives guided tours in Italy.
In the example video you will see how we go from offering advice in a blog post, to offering a free travel guide book, to a full immersion Italian culture course, to selling guided tours in Italy.
Using a Value Ladder To Convert Website Traffic
You can put every possible effort into getting traffic to your website, but unless you have a plan on how to monetize your traffic, you won’t see much money for your efforts.
A value ladder helps lay out your monetization plan, and helps you really create a business, instead of just a helpful blog that makes a little money.
You will see how you plan to generate leads by offering free solutions to lower-level problems, the next logical thing to sell someone, and ultimately how to turn a visitor into a raving fan and high-ticket customer.
If you want to learn more about converting traffic into revenue and how to make your blog a business, check out my free Make 100k Count guide.
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