Increase the Value of your Product or Service in 6 Steps

A value ladder is a framework for how you organically increase the perceived value of your product or service — without having to raise your prices. In this guide, we’ll show you how to create a value ladder so that you can increase your leads, sales, and average order value.

What is a Value Ladder?

A value ladder is a framework that allows you to increase the perceived value of your product or service — without having to raise your prices. 

The idea is simple: 

You start by giving away something of low value for free (or at a very low price). 

This generates leads, builds trust, and establishes authority. 

Once you have built up a relationship with someone, you then offer them something of slightly higher value at a slightly higher price. 

As they keep moving up your value ladder, you keep offering them more and more valuable products and services — each step along the way increasing in price. 

Done correctly, a value ladder allows you to organically increase the perceived value of what you’re offering — without ever having to actually raise your prices!

How to Create a Value Ladder

Now that we’ve answered the question, “what is a value ladder?” it’s time to show you how to create one. 

The process is actually pretty simple: 

  1. Decide what problem you’re solving 
  2. Identify your target market 
  3. Figure out what they need 
  4. Offer something of low value for free or at a very low price 
  5. Increase the perceived value while keeping the same general format 
  6. Keep going until you hit your goal!

Value Ladders in Action

The best way to understand how all these work is to see them in action. Here are some examples of real-world companies using value ladders to close more sales and increase their revenue

  • HubSpot offers free tools, ebooks, and templates  
  • WordStream offers a free keyword research tool  
  • LeadPages offers a free landing page builder  
  • AppSumo offers heavily-discounted deals on popular software tools  

As you can see from these examples, almost every company uses some form of a value ladder — even if they don’t realize it!

Value Ladders vs. Funnels

One final thing we want to clear up before we wrap things up is the difference between value ladders and marketing funnels. Even though they are similar, they are NOT the same thing! A marketing funnel refers to the process that someone goes through when they become aware of your product or service, consider whether or not they need it, decide whether or not to buy it, and then actually make a purchase. 

 A value ladder refers specifically to the products or services that you offer at each stage of the marketing funnel — with each successive “rung” being of higher perceived value (and higher price). So while all successful businesses need both a marketing funnel AND a value ladder, they are two distinct concepts. We hope this article helped clear things up for you! 


If you’re an entrepreneur or marketer, then understanding what the value ladder is and how to create one is critical for your success. We hope this guide has been helpful for you today.


The Ultimate Guide To Finding Your Brand’s Tone of Voice

The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. The choice of tone plays a vital role in the success of your content marketing strategy. Get it right, and you will engage your audience, build rapport, and come across as credible. Get it wrong, and you will fail to connect with your readers, be perceived as untrustworthy, or simply fail to capture their attention.

In this blog post, we’ll explore the power of tone in content marketing and provide some tips on how to choose the right tone for your brand.

Why Tone Matters in Content Marketing

Your tone of voice is an important part of your brand identity. It helps you stand out from the competition and gives your content a unique personality. Most importantly, it humanizes your brand and makes it more relatable to your target audience. 

Your tone of voice should be consistent across all channels and touchpoints. This includes everything from your website copy and social media posts to the way you answer customer inquiries over the phone. Inconsistent messaging can confuse your audience and make your brand appear less trustworthy.

Choosing the Right Tone for Your Brand

The first step in choosing the right tone for your brand is to understand your target audience. What are their demographics? What are their pain points? What are their aspirations? Once you have a good understanding of who you’re talking to, you can start to consider which tone would best resonate with them. 

For example, if you’re targeting young adults with a new fashion line, a lighthearted, irreverent tone might work well. However, if you’re selling financial services to Baby Boomers, a more respectful, formal tone is probably going to be more effective.

Here are a few more tips to keep in mind when choosing the right tone for your brand:

  • Be true to yourself: Don’t try to adopt a tonal identity that feels forced or unnatural. Your audiences will see right through it.
  • Consider using multiple tones: You don’t have to (and shouldn’t) stick to just one tone all the time. In fact, mixing things up can actually be quite effective. Just make sure all the tonal choices you make align with your overall brand identity.
  • Let your team have a say: Your employees know your customers better than anyone else. Ask them for input on which tone would best suit your target audience.


The tone is an important consideration in any content marketing strategy. The right tone can help you build rapport with readers, come across as credible, and engage your target audience. The wrong tone can cause confusion among readers or make your brand seem untrustworthy.

When choosing the right tone for your brand, consider the following:

  • Who is my target audience?
  • What are their demographics, pain points, and aspirations?
  • What tonal identity feels most natural for my brand?
  • How can I mix up different tones while still staying true to my overall brand identity?

Taking the time to answer these questions will help ensure that you choose a tone that resonates with readers and helps achieve your content marketing goals.