Is your value ladder complete? 4 questions to diagnose whether you have the 4 rungs that turn visitors into high-value clients.
1 Do you have a Lead Magnet? (free, captures email)
The lead magnet is the first rung. It must solve ONE specific problem and be consumable in under 10 minutes. No lead magnet, no lead trap.
✅ Yes, and it converts well (>20% opt-in)
🟡 Yes, but it converts poorly (<20%)
❌ I don't have a lead magnet
❓ What's a lead magnet?
2 Do you have a Tripwire? ($1-$49, first purchase)
The tripwire turns a lead into a customer. It's a low-risk offer that transforms the relationship. 2-5% of leads buy a tripwire. Without one, your leads go cold.
✅ Yes, and it sells regularly
🟡 I have something, but it doesn't sell much
❌ I don't have a tripwire
❓ What's a tripwire?
3 Do you have a Core Offer? ($49-$497, main product)
The core offer is where you make most of your revenue. It must solve your customer's main problem completely. No core offer, no business.
✅ Yes, and it's my main source of revenue
🟡 I have something, but it doesn't sell consistently
❌ I don't have a clear core offer
4 Do you have a High Ticket? ($497+, maximum value)
High ticket is where the highest margins live. It takes more touchpoints, more trust and more proof than any other level. You can't sell $5,000 with the same funnel as $47.
✅ Yes, and I have high-value clients
🟡 I'm developing one
❌ I don't have a high ticket offer
❓ My highest price is <$497
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Sources: Russell Brunson, Results Funnel, Funnel Gorgeous · CUBO-10 · 185 files, 767K words
"A value ladder is a strategic series of offers presented in ascending order of price and value." — Russell Brunson
"The value ladder typically has four main steps: lead magnet (free) → tripwire ($1-$49) → core offer ($49-$497) → high ticket ($497+)." — Results Funnel
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