In today's episode we start discussing the big failing that most companies and business fail with. That is the Value Ladder, that takes a customer on a journey to more and more expensive products. You see so many businesses hope the best by allowing for a huge drop off in their business through visitors disappearing from their services. They land they look around and they depart forever. So what can you do to make sure they hang around and become a potential customer somewhere down the line. You build a funnel and value ladder as you will see in today's show.   The Email That We Received Hi David, i have waited for years to drop you a line. Many times I have hovered over the keyboard with fingers twitching and yet, something held me back from typing. Isn't it funny how something so easy and simple can be so difficult. Just like you mentioned the other day when you spoke about walking up to a girl or boy and asking them on a date. Your throat closes up, Your mind goes blank, and you just turn red, and turn on your toes. Anyway, today I am feeling brave and so want to ask you about something you said the other day (i apologise I forget what show it was as I listen to several a day) You mentioned something about creating a business which is very black and white. You lose potential customers without being able to do anything about it. Is this because of the business, the products, or simply the wrong customers. I guess you can see that this comment lead to a major epiphany with me. In fact i sat back in my chair at work (yes, I do listen in the cubicle longing for a escape everyday) and thought long and hard about it. I have a business that operates at the weekend. I offer nail services for ladies, and although I post my prices and what I offer (and I know that I am cheaper than most of the other companies in my town) it is limping along. Some Saturdays are good, whilst others leave me sitting on my own in the office for eight hours waiting for any drop ins. Do you think that I have done something fundamentally wrong with the business to make this occur? Thanks so much for what you do everyday to keep us mind zombies from despair. Keep em coming and ill keep on listening Jen Felder, Kenya