As consultants, we often think about having a single core offer - usually a high ticket offering. But it's not always a good fit for a lot of our potential clients, and there are some clients who are willing to pay more to get more. So how should we approach creating a product or services ladder?
In this episode, Chris Lema and Alastair McDermott discuss how to think about product ladders, including the three key offers you can include in your ladder.
They also discuss how content marketing is about telling a story, how to use frameworks to tell that story, and how Chris got it wrong about mattresses!
“Different people need different products, even when they're all saying "I need a hotel" or "I need a car". As service practitioners, who have high ticket offers, we act like everybody is the same. Do you have a "more for more" offer for people who want more? Do you have a "less for less" offer? You deliver less, they pay less.” -- Chris Lema
“All content marketing is about helping someone progress from A to B. But in order to get them over the hump of inactivity, to willing to do something, you have to tell them a story.” -- Chris Lema
🗒️ Show Notes 🗒️
Access all the links mentioned in this episode in the show notes here:
👉👉 https://therecognizedauthority.com/create-your-product-ladder/ 👈👈
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The Recognized Authority - The Podcast for Independent Experts
Seeking to grow your audience, attract better clients, and make a bigger impact with your expertise? Look no further than "The Recognized Authority" podcast.
Hosted by Alastair McDermott, this show features in-depth interviews with top consultants, coaches, experts, and thought leaders who share practical, actionable insights on building a thriving independent business.
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Meet the Host
I created the The Recognized Authority podcast to help independent consultants and experts to get more clients without being dependent on referrals.
I'm a former software engineer who has converted to "The Dark Side" becoming a business and marketing consultant. I built my first website on GeoCities in the before-time of 1996, and I've been hooked on websites ever since.
I left a safe corporate job in early 2007 to start and grow my digital marketing business during the worst recession in modern history - that was a wild ride!
Along the way I co-founded several start-ups, some of which were mildly successful, and I wrote a book called "Running a Website with WordPress: A Quick Guide for Business Owners".
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