5 Ways to Create More Value to Grow Your Business

Imagine this. You’ve created the perfect business plan. You’ve put your service, product, or program out into the world. The question now is how do you get the clients to opt-in, and how do you get them to stick around?

In order to gain clients and keep them investing and interested in your business, you must offer them value. In this article, Dean Graziosi tells us how to use a concept called the value ladder to grow your business.??

What is the Value Ladder??

A value ladder is how your client progresses through your offers when they purchase your product. In other words, it is your client’s journey with your product, program, or service.?

To demonstrate this idea, Graziosi uses the example of his daughter and her passion for softball. After finding a helpful YouTube video on softball pitching, his daughter had a growing interest in finding additional pitching training.?

She discovered a $47 course on softball pitching and opted in. As she progressed through this offer, her interest in pitching continued to grow. She invested further by entering into $200 per month group coaching lessons.?

As she continued to grow her skill set and interest in pitching, she moved further and further up the value ladder until she reached the high ticket offer. They now pay $1000 for two hour-long individual lessons twice weekly at Graziosi’s home.?

This example demonstrates perfectly what a value ladder is. Graziosi’s daughter started her client journey for softball pitching lessons through a softball coach’s YouTube video. As her interest in pitching grew, she continued to climb the ladder and opt into more and more offers, eventually reaching the high ticket offer.?

This type of client progression is what every business owner hopes to see from their clients. But what is it about a program or product that makes the clients want more??

Don’t Hold Back

To create a value ladder that will keep the clients interested and wanting more, you can’t hold anything back. Don’t leave anything about your product, program, or service out of your first offer. Your first offer should contain and provide the same content as your final high ticket offer.?

Oftentimes, business owners may think their first offer should leave things out, then gradually add in the full knowledge as the offers progress. They consider the value to be going deeper into the information side of what they have to offer.?

However, Graziosi disagrees. He believes the value is in unpackaging wisdom. If the first offer provides clients with the full product, service, or program, those who are interested will want more – but they don’t need more content. They need the content explained to them so they can gain a deeper understanding.?

Create a Value Ladder

When it comes to creating a value ladder, you’ll want to increase the value as the client or customer ascends by offering more access to hands-on help. Take my daughter’s softball journey, for example. She started out with a YouTube video and ascended all the way to the coach’s high ticket offer like this:

Level 1:? Free? (The YouTube videos)

Start with something the client or customer can enjoy for free. It can be a YouTube video, like the one my daughter’s coach made, or it can be an e-book, checklist, downloadable guide, or video training.

Level 2:? Do It Yourself (The $47 online course)

Next, create a low-cost, or low-ticket, offer, as an online course. The client goes through it completely on their own time. Once you’ve created the DIY offer, it doesn’t require any more time or effort on your part.

Level 3:? Group Coaching/Done With You (The $200 in-person group sessions)

There will always be clients who want more, and the chance to interact with others doing the same things they’re doing is valuable. The next step of the value ladder should give them more accessible to you as you teach a group of people together.

Level 4:? 1:1 Coaching/Done For You (The $1,000 in-home coaching sessions)

Finally, the most valuable offer is the one that gives the most access to you, personally. This is considered the high-ticket offer, and you can charge the most for it. Sometimes it involves personal coaching on a 1:1 basis. Other times it’s a done-for-you service.?

Each of the levels is taught on the same subject. From the YouTube video free content to the high-ticket offer, my daughter’s coach teaches the fundamentals of how to stand, how to get momentum, how to throw, how to kick, how to do a four, and how to go to your nose. The content is the same. The only difference is in how it’s presented, so don’t hold back.?

Give Free Value

Sometimes people hesitate to start with a free offer. Is it hard to think about putting something you put time and effort into out in the world with no return?

And that’s where you’d be wrong – there IS a return. It’s okay to do things for free and help people who may never buy from us. That's called goodwill, and putting good out in the world is a good thing. It will come back to you.

Sometimes all a person needs is a free thing. Others want to be in a group. Yet others want 1:1 time and attention. There’s no one-size-fits-all solution, and if you don’t have a value ladder, you're restricting the amount of influence and impact you can have.

Right now, if you are starting in the knowledge business, are you doing pretty well, I'm going to encourage you to max out to?

Use the Wagon Wheel of Marketing

Once you have a value ladder of offers, now what? How do you get people to them? Graziosi touches briefly on a concept he calls the “Wagon Wheel of Marketing”. This is an important concept when examining the value ladder because it plays a large role in both how you drive your offer and create and market your value ladder.?

“I call it a wagon wheel,” Graziosi said, “because it’s different spokes driving to your offer.” The Wagon Wheel of Marketing helps make your offer available in as many ways and on as many platforms as possible.?

Rather than having your offer solely on Facebook, for example, make it available in Facebook Groups, on Instagram and YouTube, through email, and so on. With your offer available on multiple platforms, it will reach a much larger audience and pull right back to the main offer at the center of the wheel.?

“Max out as many sales as you possibly can, before you move into paid advertising,” Graziosi said. “First, make some money first proof of concept, then you go into paid advertising, right?”

Do you know who wins when it comes to ads and paying for advertising? Whoever can pay the most to acquire a client.”

Create a High-Ticket Offer

If you don’t have a high-ticket offer today, that’s okay. You don’t have to build everything all at once. There’s no need to beat yourself up or think you’re behind. That kind of thinking only hurts you. Instead, consider where you are right now and what the next logical step is, then do that.

Dean Graziosi does encourage everyone to come up with a high ticket offer, however. High-ticket offers impact more people, and they can help make your lower-priced offers more profitable overall because you only need a few high-ticket buyers to make a big mark in your business.?

But if you don’t have a high-ticket offer, there’s nothing for your most engaged clients to buy. No matter how long it takes, figure out a high-ticket offer. Your business will thank you.

More with Dean Graziosi

Listen to the entire episode on “5 Ways to Create More Value to Grow Your Business” now on The Dean Graziosi Show in the iTunes store, or on PodBean, Spotify, or Stitcher. For more inspirational stories and messages like this, check out Dean’s website at deangraziosi.com or watch his videos on YouTube at https://www.youtube.com/c/deangraziosi.