By Nick Perales and Christy Campbell

Imagine standing in front of 100 of your “ideal clients.” You make your offer. You tell them how your program is going to solve their painful problem and deliver the solution they’ve been searching for. “Who wants it?” you ask. 

You look out into the room and 5 people raise their hands. Great- they sign up. Maybe they walked into the room ready, they know you from somewhere and already trust you, or maybe they are just impulse buyers who don’t need a lot of convincing. Either way, they are in.

Then- the big mistake. The mistake that most coaches make. They take their wins, cut their losses and walk out of the room, forgetting about the other 90 “ideal clients” who didn’t raise their hands.

What if I told you those other 95 people DID want your offer, but they just weren’t ready yet? Maybe this was the first time they met you and they felt uncertain. Maybe they have limiting beliefs making it difficult for them to take action. Maybe they just needed more information.

What if they just needed a smaller step?

Imagine if you had a process to take those 95 people and help them trust you, believe in themselves and have the right information to make a decision.

How many more of them would raise their hands and take your offer? Not knowing is costing you clients.

63% of consumers need to hear a business’s offer 3-5 times before making a buying decision.

And nurtured leads make 47% larger purchases than non nurtured prospects.

It’s time to think of marketing differently. It is not about creating random content or throwing miscellaneous “value” into your facebook group. Instead, it is about nurturing and strategically ascending someone through each step of your customer journey.

Here’s how you do it. (Hint - do this in order!)

Step 1: Know Your Offer(s). First things first- you’ll want to define everything you’ll be offering your customers as they move through your value ladder. Start with your backend offer and work your way down to your free offer. A few questions to ask yourself at each step of the ladder: What problem are you solving? How long does it take to deliver the desired outcome? How does it lead to the next step? 

 Step 2: Offer your potential customers your lead magnet in exchange for their email. This is your squeeze page! Examples: PDF, video course, free trial, webinar, etc.

Step 3: Once your prospective customers have taken you up on your free offer, you’ll want to send them to a landing page for your frontend offer. This is a low-risk offer that provides value to a new customer, allowing them to solve surface-level problems with minimal investment. 

Step 4: Now that we’re getting higher up the ladder you’ll need to provide a more irresistible offer and progressively more valuable that helps customers solve a bigger problem.

Step 5: The aim here is to transform someone who was once a cold lead, turned a customer engaged with your brand, into a high-value client who trusts you.

As we’ve said, the vast majority of your target customers simply won’t be ready to buy your high-value offer until they’ve gotten a taste of your brand and services. But, with an intentionally crafted value ladder you’ll be able to meet your prospects where they are, serve them better, and grow your business. 

Now you know what a value ladder is. Ready to design yours? Click here for access to the free Funnel Building Workshop where we will help you build your value ladder and bridge the gap between each step.