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Understand the value ladder to increase customer relationships from "summary" of Expert Secrets by Russell Brunson
The value ladder is a strategic framework that illustrates how to guide customers through a series of increasingly valuable offers. Imagine a ladder with each rung representing a different level of engagement and investment. At the bottom, start with a free or low-cost offer that attracts potential customers. This entry-level product serves to build trust and familiarize them with what you provide. As customers ascend the ladder, they encounter products or services that increase in value and price. Each step up should offer greater benefits, transforming a casual visitor into a loyal customer. This progression is crucial; it allows customers to experience your value firsthand, making them more likely to invest in higher-tier offerings. Transitioning from one rung to the next should feel natural. After a customer engages with a free offer, they should be presented with a compelling, low-ticket item th...
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