I have a admit, when it comes to marketing I’m such a nerd and love finding out new ways to help help people grow. That said, I still always go back to Russell Brunson and his books.
One of the best things I’ve learned was how to use the value ladder and let’s be real, your freebie or lead magnet isn’t the sale, it’s the handshake.
What you send over the next few days decides whether someone becomes a customer or hits unsubscribe. Here’s how the sequence and the ladder work together to make that call.
The Freebie Is A Handshake, Not A Sale
The freebie doesn’t need to convert anyone into a customer. It needs to get someone into your world. The second they’re on your list, its job is done.
The mistake I see all the time is treating that download like a finish line. It’s not. It’s a starting line.
The Soap Opera Sequence Builds The Bridge
Once someone’s on your list, you have a few days to build a relationship. Russell Brunson calls it the soap opera sequence, and it works because it mirrors how people actually get hooked on anything.
Day one is an introduction, setting the stage. End it on a cliffhanger so they expect the next email. Day two, high drama, tell them your backstory and how you hit the same wall they are hitting now. Day three, you share the epiphany, the moment things clicked for you and day four is the hidden benefits about what you learned or earned.
By day five, you’re not selling to strangers anymore. You’re talking to people who understand how you think and why you can help them.
That’s when the call to action goes out. Not before.
Every Rung Has A Job
Your value ladder isn’t one offer. It’s a sequence. The freebie gets them in. The next rung is a low ticket offer that complements the freebie and costs a little money.
If someone skips your funnel after the freebie, the soap opera sequence is your backup plan. It still moves them toward that second rung.
From there, every step up the ladder builds on the one before it. More value, more investment, all the way to your high ticket offer.
Never let someone take the freebie and walk away. Keep building. Keep offering the next right step.
This Week's Quote
"People don't buy the best product. They buy the product they understand the best."
