Utilising the value ladder.

The Value Ladder

The Value ladder is essentially all of the products/ services that your business can offer to your customers, and the price of each, respectively.

Each ascending level of the value ladder represents a bigger ticket purchase, in exchange for a product/service of higher value.

Your customers will tend to ascend the value ladder at varying levels.

Some will skip steps.

As a business owner, the goal is to get as many people in our target audience to climb the value ladder and explore it fully.

All businesses have different looking value ladders, and it does not have to be extensive to be utilised.

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The Lower Steps Of The Value Ladder

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Understanding the importance of smaller, non-financial value is crucial.

Many businesses overlook this and wonder why they are not growing. Customers only generally buy from those they know, like and trust.

To build this, it is not enough to post basic social media updates and offer a vague newsletter that will inevitably be marked as spam.

There is nothing in it for them that is worth giving you their time. Time is Value.

Offer specific value. Value that is specific to their problems & desires. Shift their beliefs of to help them see that their dream state is attainable with your help.

In exchange, they offer their time. The next you offer free value they may subscribe to your email list. From there on, the value exchange continues to stack, until the customer knows your business enough, likes your business enough, and trusts your business enough to ascend the higher steps of your value ladder and spend their money with you.

All of this is pointless however, if you do not understand and fully implement effective CTA’s.

CTA (Call-To-Action)

• A call to action is exactly what it says. It can be anything from a email opt in, it can be a link to a sales page, a link to your website for example. It is anything where you are prompting a click or an interaction within a piece of content.
• CTAs are essential and timing/ placement is crucial in order to convert your free value content into an effective value exchange.
• There is so much content out there that without giving direction on what your audience can do next, something else will take their attention away and you will have lost a customer.

P.S. A great way to attract your audience to CTAs is to put it behind some of that free value mentioned earlier.

Example for a small gym : “Enter your email address to receive a FREE 5 step program to get a six pack in 90 days”

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When combined effectively.

You will be providing your audience with strategized content that will not only grab the attention of your reader in that moment, but also:

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• Offer value that your audience are grateful for.
• Shift beliefs in regards what is holding your reader back from their dream state.
• Amplify their desires and curiosities.
• Highlight the solution.
• Show how your product/ service is the quickest, easiest way to get to their dream state/ solve their problem.

Curiosity and intrigue

Building curiosity and intrigue are the most important aspects of any sales content, written or otherwise. Curiosity is what makes people click. Why do so many business owners get it wrong?

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Here are some key things to consider when writing your next piece of content to spark insatiable curiosity that will get your audience to interact.

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1. Specificity - It needs to feel real and specific. Being vague about what you're building curiosity towards is a quick way to make people lose interest.
2. Not statements - Make your reader think by telling them what it is not. E.g “This isn’t coffee, it isn't caffeine.”
3. Borrowed mystery/status - Use of secrets/mystery/high status e.g “What I learned about productivity from Elon Musk”
4. Unexplainable - If the reader can't figure out how your solution is achieved (Assuming they think it’s real), they will automatically want to figure it out.

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