What is the Ladder of Courage?
Imagine you're on a date with someone you've just met. Everything is going well until you notice that your date keeps looking at your teeth. You slyly try to run your tongue over your teeth, thinking that maybe you have something stuck. Later, in the bathroom, you realize that everything is in order. However, at the end of the appointment, you decide to send a message to go out again and receive a negative response. Surprised, you ask what went wrong. The answer is honest but shocking: "Your teeth are very yellow. I get the feeling that your personal hygiene is not very good."
You are shocked and remember a promotion you received for "free teeth cleaning". You look for the mailer, find the website and schedule an appointment. During the teeth cleaning, the dentist offers you half-price whitening. You accept. Then, the dentist notices some cavities and offers to cover them in a future session with a 2×1 offer. You accept again, happy to solve problems you didn't even know you had.
At your second session, while treating your cavities, the dentist suggests a brace for your teeth, anticipating that your wisdom teeth may be clogged. Again, you agree. This process of offering additional, higher-value services as you progress through treatment is known as the ladder of courage.
The Russell Brunson Strategy
Russell Brunson, with his methodology, charges his clients one hundred thousand dollars plus 10 % of their profits (up to one million) for implementing this strategy in their companies. This approach is known as Growth Hackingand we will go into this topic in more detail in future articles.
Example of the Value Ladder
In Russell's case, you can start by purchasing one of his online courses or attending one of his live events. Upon receiving value from these experiences, you may decide to enroll in ClickFunnels' $$10,000 Ignite program or $$25,000 Inner Circle program. The results obtained from these courses motivate you to continue growing and moving up the value ladder.
Continuity Programs
No value ladder is complete without a good continuity program. There are many ways to structure it: it can be around software, membership sites or ongoing training, but it should be something you can bill for every month. Your value ladder really has no end. The only limit to your value offerings is your imagination.
Conclusion
Keep thinking about higher and higher levels of service, and you can keep charging more and more money. There is always more you can offer. Take the time to develop your own value ladder.
