In this episode, Russell and Alison answer the question "Is my value ladder backwards?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell. Welcome back to the Marketing Secrets podcast. We've got some more Q&As from the Ecomm Vs Expert Smackdown. You guys have really been enjoying it. I've got a lot of really good feedback. So, we got a couple more before the series is over, but this next one is a really good question. Is my value ladder backwards? Some people come in this world and they start with high-ticket coaching or something really expensive, and they read Dotcom Seekers and they're freaked out because they're like, "I don't have a value ladder. I have nothing on the front end of the..." It's interesting because for me the value ladder is my business model, like here's the plan, here's where I'm going. Eventually, I'm going to bring people in and move them through this whole thing, but the fear I've always had teaching the value ladder is that one of two things happen. Number one is that people try to build everything on the value ladder before they launch their business, and that's not the plan. That's number one, is they're trying to get everything done before they get started. Then the second problem people have is they think that, "Okay, that means I have to start from the bottom of the value ladder," and for me the bottom of my value ladder is what, are my books. Now, all things I've ever created, I think that's the hardest and takes the most time and energy and effort, are my books. Yet they're things that cost the least amount of money. So, I could spend three years writing a book, try to launch it, and make no money at all, or you can start higher up the value ladder. In fact, most people I recommend starting in the middle of the value ladder or the back of the value ladder. Some people I say, "We should start with a webinar," or, "We should start with a high-ticket thing," or something because usually, it's easier to do that, make more money, and then as you start scaling, that's when you start moving down the value ladder to go to colder and colder audiences. So, anyway, I talk about that and other stuff in this question, and I think it'll be helpful for any of you guys who are wondering about that. We went off on a couple other tangents, fun directions and things, but I think you'll enjoy this one, especially for those who are wondering, "Where do I start? Do I need a value ladder? Am I going to create one? Where does this fit? God, what do I do first and second and third?" So, I hope this episode's great for you. We're going to cue the theme song. When with come back, we're going to dive into is my value ladder backwards. Brent Coppieters: Next question from Li-Sann Mullings, I hope I pronounced her name right. She says, "I feel I built my business backwards when it comes to the value ladder. It starts with the high-ticket coaching. I have courses and other products, et cetera. What's the best vehicle slash approach to get these out in a ClickFunnels world?" Russell: Very cool. Great to meet you. How you doing? Li-Sann Mullings: Hi. Thank you. Russell Brunson: Yeah. So, one thing, actually, I want to... So, this is the pros and cons of the Dotcom Secrets book. I teach people this concept, the value ladder, and a couple things you have. One is that people go in and they try to build every single tier of the value ladder before they launch their business. It's like, no, the value ladder's like your business plan. Where are we going? The second thing is people always think you have to start at the very bottom tier of the value ladder. For me, the bottom tier of the value ladder is my books. My books, of all things I've ever created, have been the hardest to create. So, if I would've started with the book, it would've taken me 10 years before I sold a