*Building a Value Ladder*
This strategy involves creating a series of offers that increase in value and price. The lead magnet is often the first step, attracting customers with a low-cost or free offer. As the customer progresses up the ladder, they are presented with higher-value offers, leading to more significant sales and deeper customer engagement.
Example: Dentist Value Ladder
In the context of a dentist’s practice, the value ladder concept is exemplified through the offer of free teeth cleaning.
While this service might initially result in a financial loss for the dentist, it serves as an effective entry point for acquiring long-term, loyal customers.
People tend to stick with a dentist they like, which means that the initial loss is offset by the revenue generated from future routine check-ups, cosmetic procedures, and other dental services that the customer and their family may need.
This strategy highlights the importance of creating a value ladder that begins with an offer of high perceived value, even if it’s free, to attract and retain clients.
