Imagine this…
You just started following a business creator.
You’ve watched a few of their videos, and you get a notification saying:
Buy my mentorship program today for $10,000 off ($19,997 → $9,997). The deal expires in 24 hours.
What would you do?
You probably wouldn’t buy it and would think you’re getting scammed.
You don’t trust the creator.
Even the most persuasive email, sales page, and discounts wouldn’t get you to buy.
Ok. So what should the creator do to build trust and get sales?
The fix is making a sequence of offers that moves buyers from small purchases to bigger ones.
This is your pricing ladder.
The creator should first sell a $79 product and overdeliver value.
Then, they should offer a $799 product that’s also very useful.
Finally, after they’ve built trust, only then should they promote their $9,997 program.
Why creating a pricing ladder matters
You sell more. Your customer lifetime value increases when you sell more products.
It’s easier to sell. When people buy and get a positive result, you build trust, and it’s easier to sell the next product.
You target the best customers for each product. By selling products at different price points, you match the customers with the best-fit product.
The only requirement for a pricing ladder is that you sell more than one product.
Here’s how to create a pricing ladder…
1/ Bridge your products
Look at how your existing products and services relate to each other.
Your product should solve a problem, but also highlight another problem that makes your next offer seem like the obvious next step.
The trust you built from the past product creates a stronger reason to buy again.
2/ Choose your prices strategically
Don’t pick your prices randomly.
Each one should be around around 10x the price of the last product.
Pricing Ladder breakdown:
Customer sees free content and buys your first product.
First product: $27 e-Book
Second product: $277 video course
Third product: $2,777 coaching
There’s a 10x difference between each price.
It’s a big increase, but if people liked your previous product, they’ll trust you and buy the next one.
This is also why, when you go from free content to selling a $2,777 offer, people will think you’re scamming them.
Because you haven’t built trust.
3/ Match the product with your customer
Match the product with your customer.
For free customers who haven’t bought anything, this is the low-ticket $27 offer.
For existing buyers, this is the next stage of your offer.
$27 e-book → $277 video course.
$277 video course → $2777 coaching
Market in a way that uncovers problems and creates desire for the next product.
This moves your customer up the pricing ladder.
The key driver behind the pricing ladder is trust.
You build trust by giving value in your free and paid content.
When you do this, your customers will trust you and move up the pricing ladder.
Build trust,
WL
PS: The low-ticket offer is called a tripwire offer and is very important. I go into more depth about it in this issue.
Schedule note: Business Deconstructed will now send every other Saturday. It will be the same format with more research. The next issue comes out on 8/29/2026.