Are You Selling Information? Use the 4-Step Audience Ascension Ladder to Explode Your Sales
Tarek Alfakhry
Certified Meta digital marketer | Senior Media buyer | Digital marketing strategist | Meta Certified Lead Trainer | Performance marketing manager | Creative strategist
Information products are:
? Courses
? Books
? Events
? Etc.
Distribution methods are:
? Stage presentations
? Search
? Advertising
? Social
The 4-Step Audience Ascension Ladder sells information products through distribution methods. This is how you transform people who don’t know who you are into high ticket buyers.
Step 1: Attention
Everyone thinks this is what content marketing is but it’s just the start. In Step 1, you’re driving attention to your business by giving away free products through basic distribution methods.
At this stage, you have the least amount of distribution methods available to you because you haven’t captured the prospect’s information yet. Product Examples:
? Blog
? Podcast
? Video
? Social
Distribution Methods:
? Search
? Social
? Advertising
In the attention step, you want to give them value through the product and most importantly, tell them what to do next. You need to build an ascension into Step 2.
Step 2: Subscription
In Step 2, you’re still not selling anything. Instead, you’re using your product to solve 1 problem that your prospect has. In this step, you’re asking the prospect for a commitment of time over of money.
Product Examples:
? Lead Magnets
? Mini-classes
? Online free events
? In-person free events
Distribution Method:
? Content referral
? Search
? Social
? Advertising
This is the time to indoctrinate prospects by telling them about yourself and explaining why you started your business and/or created your product.
Step 3: Acquisition
In Step 3, the prospect becomes a transactional customer. They make their first purchase of a low-ticket item that has high-value to them.
Product Examples:
? Splintered course
? Online event
? In-person event
? Print book
? Tripwire product
Distribution Methods:
? Facebook Messenger
? Retargeting
? Content referral
? Search
? Social
? Advertising
Characteristics of Acquisition Products:
? Low cost
? Easy to understand
? High volume
Your acquisition products are often little pieces of your bigger monetization products. For example, if you’re selling a 5-step course, your acquisition product could be 1 step of the 5 steps.
These products aren’t meant to have an ROI, they’re meant to acquire the buyer to ascend them to the next step of monetization.
Step 4: Monetization
In Step 4, customers are buying your highest ticket item. The majority, if not all, of these customers have bought a product in your acquisition stage. This is the point where you want to see a massive ROI.
Product Examples:
? Masterclass/workshop
? Coaching/consulting
? Membership
? Mastermind
? In-person event
Distribution Methods:
? Stage pitch
? Webinar pitch
? Facebook Messenger
? Retargeting
? Content referral
? Search
? Social
? Advertising
Notice how many more distribution methods are available now that the prospect has become a high-ticket buyer.
Characteristics of Monetization Products: ? High-commitment (money and/or time) ? Often billed monthly or annually ? Low volume