🪜 How to Ladder Up Your Growth

Good morning.

I had fun writing last week’s newsletter. Writing about what others are doing to connect with their audience and deliver value was a nice change.

Hopefully, you enjoyed it. If you missed it or didn’t have time to read it, read it here.

Today, I’m attempting to break down the Value Ladder in less than 5 minutes.

Wish me luck. 🤞

Let’s get into it.

— Gordon

Everyday Insights 👀
Keeping you in the know

• Create powerful content in 2025 [Artlist Business]

• The Art of Asking Smarter Questions [Harvard Business Review]

• Instagram Makes It Easier To Remove Inactive Profiles From Your Audience [Social Media Today]

🪜 How to Ladder Up Your Growth

Most entrepreneurs make growing their revenue harder than it needs to be.

They start their business and grow it to a comfortable level but fail to create a business worth owning and a life worth living.

Entrepreneurs build with brute force instead of investing time in crafting a vision and executing a system that makes it easier for their customers to buy more often and spend more money with them.

Unfortunately, this keeps them stuck in the rat race and prevents them from enjoying the freedom and experiences for which they started the business.

The Value Ladder allows your business to grow with your customers.

At its core, a business is meant to help people in exchange for a profit.

The more problems a business solves for its customers, the more its customers’ lives (or companies) improve and grow, and the more profitable the business can be. The key is having a variety of offers at different levels to meet your customers where they are.

HERE’S HOW:

1. See the vision

2. Build the steps

3. Craft your offers

4. Create your funnels

5. Connect all the dots

Create a vision to change people’s lives, and they’ll change yours.

Step 1: See The Vision

Your vision becomes the compass that guides every choice you make.

This isn't just about selling a product or service; it's about the transformation you create for your customers.

Your customers will likely start by consuming your social media content. Social content is your “Bait” (I hate that term)—valuable insights or perspectives delivered in bite-size pieces for free.

The next step (Front End) is when you make your first offer and gain a new customer. This could be a simple, heavily discounted (digital) product. For my business, it’s either a lead magnet (a digital product solving one specific problem) or a direct ask to join my email newsletter. Both are free but exchange more value for an email address, allowing me to communicate directly with my audience.

By the time your audience and customers reach the “Middle” step, you’ve provided a ton of value for free or very little. You’ve built trust and authority and earned the right to make a bigger ask. You offer your main (flagship) product or subscription service here.

For many of your customers, the “Middle” will be the peak of their journey. For a select few, your “Backend” offer will help your highly committed customers, who are already having success and growing their business, take it to the next level.

The “Backend” step may also be your “Peak” offer of 1:1 coaching and consulting or a premium version of your flagship product, including a paid community and/or group coaching. If it’s the latter, your “Peak” will likely be a do-it-for-you service or a very exclusive, high-dollar offer.

Start with a clear vision, and let it light the path forward.

Step 2: Build The Steps

Design a clear path that takes your customers from where they are to where they want to be.

Grab a blank sheet of paper and draw a staircase like the image in Step 1—just the steps, no labels.

Your business may require more steps than this example, but consider how you’ll help potential customers and customers at each step. Each step should build trust, deliver real value and results (a solution to a problem), and encourage them to take the next step.

Whether you’re just starting your business or a seasoned vet looking to grow, know that this process doesn’t have to happen all at once. You don’t have to build your entire Value Ladder immediately. You can create one step at a time.

For example, I think in a very linear manner. Nothing has been linear about how I’ve built my staircase of value. I started with this newsletter, which is step two or three for me, and now I’m building my consulting offers, the “Backend.” Next will be my lead magnets, and then I’ll build an audience by creating content. Once they’re all up and running, I’ll work to streamline the customer journey and automate and optimize operations.

Your steps will be different, and you may create them in a different order. If I started from scratch, I’d probably work backward. Lead with the more significant revenue opportunities and work my way up the funnel to audience building. Where you start may depend on your skillset and your network.

The value you provide and the price for that value should rise with each step.

Step 3: Craft Your Offers

Meet your customers at each step with offers that resonate.

Begin with something simple and accessible that addresses an immediate need. As they grow with you, present deeper solutions that solve bigger problems. Tailor your offerings to align with their evolving journey.

Remember, each step of the Value Ladder is a new tier for your business. Let’s walk through an example together.

Tier 1: Social Content ($0)

Help people in your niche identify a problem they have. Teach them how to shift their mindset to a person in control of their destiny. Inspire them to solve their problem and position you and your business as the solution.

This tier builds trust and authority and preps them for the first step.

Tier 2: Lead Magnet (e.g., eBook, Template, Swipe File, Ultimate Guide, Educational Email Course) ($0-$47)

A lead magnet is a simple digital product that solves one specific problem for your audience. It should be free or priced at $29 or $47.

Tier 3: Flagship Product/Subscription ($997)

Your flagship product or subscription could be an extensive digital course, a live cohort, or your primary service. The goal is to leverage tiers one and two to convert as many customers to tier three as possible and build your core group of raving fans (1,000 True Fans).

Tier 4: Coaching/Consulting ($5,000+)

Your “Backend” tier may be your highest offer or a step or two below your “Peak.” This tier is where you provide customized value to your customers through a do-it-with-you service.

Tier 5: Agency ($25,000+)

Your “Peak” offer is by far the most expensive and delivers value to a very small number of customers through a do-it-for-you service. At this stage, you likely have a team of specialists to work with your agency clients to achieve their desired outcomes.

Again, this is just an example of what your offers could look like.

Offer the right solutions at the right time, and they'll keep coming back for more.

Step 4: Create Your Funnels

Set up systems that guide your customers smoothly from one step to the next.

Use engaging content, authentic communication, and smart automation to keep them connected. Last Halloween, I wrote about optimizing your social media profiles to convert leads. Check it out here.

Your sales funnels should feel less like marketing and more like a helpful hand along their journey.

Build relationships, not just sales pipelines, and watch your community grow.

Step 5: Connect All The Dots

Bring together your vision, steps, offers, and funnels into one cohesive experience.

Ensure every part of your business aligns with your mission and serves your customers' needs. Continuously refine and adapt to keep everything working in harmony.

When every piece fits together, your business doesn't just run—it thrives.

See you next week.

ONWARD TOGETHER.

When You Are Ready 👇
Another way I can help you

I help service-based entrepreneurs build content-enabled businesses that can build trust at scale, dominate their local market, and create their best lives.

Grow your business using the ultimate leverage: content strategy and digital distribution.

Does this sound like you?

• “I need more qualified clients to hit my goals this year.”

• “I want to start a podcast and have no idea where to start!”

• “I should be posting videos on Instagram and YouTube, but it’s all overwhelming and time-consuming.”

• “I don’t have a system to keep in touch with my clients and convert new leads into customers.”

Book a Discovery Call with Gordon 📆