The Secret Behind the Most Used Technique to Attract Customers Online: The Value Ladder
"Marketing is no longer about the stuff that you make, but about the stories you tell."- Seth Godin, Author and Marketing Expert.
Introduction:
When I was 12 years old, growing up in São Paulo, Brazil, my father and I had a memorable experience that taught me a lesson I’d only fully understand years later. We were stuck in one of the city’s infamous traffic jams after school, and to make the wait a bit more bearable, we decided to stop at McDonald’s for a quick bite. Little did I know, this stop would become the foundation of one of the most powerful marketing lessons of my life.
I remember ordering a simple burger, but then the cashier asked if I’d like to add fries and a larger soda for just a little more. My dad laughed and explained, “This is where McDonald’s really makes their money—not from the burger, but from everything they add on top.” At that moment, I didn’t think much of it, but years later, as I learned about the Value Ladder, I realized the brilliance of their strategy.
This concept is everywhere in successful businesses: starting with an entry-level product (like the burger) and guiding customers to higher-value purchases (like the fries and drink). It’s not just about selling more; it’s about solving more problems and providing more value at every step.
Let’s break it down into five simple steps, so you can start building your own Value Ladder.
With that said, here are 5 simple steps, why you should start BUILDING your own Value Ladder 👊
1. The Entry Point – Give Value for Free or Cheap
The journey begins with an irresistible offer—something free or low-cost that solves a small problem for your potential customer. The goal here isn’t to make a profit but to establish trust. Examples include free eBooks, webinars, or a low-cost trial of your service.
Why it works: It’s hard to resist something that delivers value without requiring a big commitment. This builds trust and shows your expertise.
2. The Core Offer – Solve a Bigger Problem
Once your customer has experienced the value you provide, they’ll naturally want more. This is where your main product or service comes in. This offer should solve a larger problem and showcase the core of what your business does best.
For example, if you run a marketing agency, your core offer might be a comprehensive ad campaign strategy tailored to the client’s business.
Why it works: People already trust you and know the value you bring. They’re now more willing to invest in your expertise.
3. The Upsell – Add Extra Value
After your customers purchase your core offer, it’s time to introduce an upsell. This could be a premium service or a more advanced version of what they’ve already bought. For example, if your core offer is a digital marketing strategy, the upsell might include full implementation and ongoing management.
Why it works: By solving their initial problem, you’ve opened the door to bigger needs. The upsell meets those needs while delivering even greater results.
4. The Premium Offer – Deliver Maximum Impact
This is the top of your Value Ladder—the premium offer designed for your most invested customers. It could be a high-ticket coaching program, a done-for-you service, or a VIP package. This offer represents the ultimate value you can provide and typically comes with a higher price tag.
Why it works: Customers who reach this step see your business as a partner in their success. They’ve already experienced great results and are willing to invest more for exceptional outcomes.
5. The Follow-Up and Retention – Keep Them Coming Back
The journey doesn’t end after the premium offer. The final step is about maintaining the relationship. Use follow-up emails, retargeting campaigns, and loyalty programs to stay connected and encourage repeat business.
Why it works: Loyal customers are your biggest asset. Keeping them engaged ensures ongoing revenue and referrals.
Why the Value Ladder Works?
The beauty of the Value Ladder is that it’s customer-focused. Instead of trying to sell everything at once, it builds trust and provides increasing value over time. It’s a win-win: your customers get exactly what they need, and your business thrives as a result.
Ready to Build Your Own Value Ladder?
If you’re ready to apply this strategy to your business, start small. Think about the problems your customers face and how you can guide them step-by-step toward success. Remember, the goal isn’t just to sell—it’s to provide value and build lasting relationships.
For more tips on growing your business, subscribe to my newsletter or check out my other posts where I share actionable strategies inspired by Russell Brunson and beyond.
What will your Value Ladder look like? Start creating it today!
If you’d like to access more content like this, take a look at our Instagram page and follow us for tips, success stories, and strategies to help your business grow!
