Russell Brunson Value Ladder Explained (With Examples)

The Russell Brunson value ladder is a core concept that’s important to understand.

After all, effectively implementing the value ladder can allow you to:

  • Generate leads.
  • Provide many relevant offers to them.
  • Increase your sales without having to focus so much on getting new customers.

The last bullet point above is a powerful one, too.

While you should be focusing on getting new customers?

There’s actually a much easier way to make sales, and I’ll be talking about that in this post.

Let’s start by talking about what the value ladder is first.

What Is The Russell Brunson Value Ladder?

russell brunson value ladder

Screenshot compliments of Russell Brunson’s YouTube video

The value ladder was a concept that was originally mentioned in the Dotcom Secrets book.

All in all?

The value ladder is a series of steps that customers can take to purchase more products.

So let’s put this in terms of any online business owner (let’s say, selling digital products).

All of your traffic starts at the bottom of the ladder where your first offer would be.

After purchasing, they will slowly be introduced to more valuable and higher-priced offers.

Here is an example of the value ladder starting from the bottom:

  • First and foremost, you are going to have your bait which can be any type of free offer.
  • The first paid offer on your value ladder could be a simple little information eBook.
  • The next offer on the ladder could be a membership of $47 per month.
  • You could sell an offer for $997 using the Perfect Webinar template.
  • Then you might have coaching for $3,000.

And don’t forget about those really-high-ticket offers that you sometimes hear about.

You know.

The ones that allow you to market much more aggressively because you can recoup ad spend.

So at the very top of the value ladder?

You might have an exclusive mastermind that costs $10,000 for one year.

Those are the types of customers that you can find using the Dream 100 tactic.

Further Reading: Implementing Russell Brunson’s Dream 100 strategy.

So this is what you should notice when it comes to Rusell Brunson’s value ladder:

As you move up the ladder, both the value and price increases.

The reason for this is simple.

If you want to make more money with your business (online or offline):

  • It’s easier to sell offers to the customers that you already have.
  • As opposed to getting new customers.

The reason for this is because your customers already know, like, and trust you.

Note: You can improve the process by attaching a Soap Opera Sequence to your emails.

So if there’s anything that you get from this post?

Make sure that you never forget the two important bullet points that I added above.

Here’s another great example of the Rusell Brunson value ladder.

An Example Of The Value Ladder For Businesses

This example comes straight from Rusell Brunson himself in the Dotcom Secrets book.

Oh and by the way.

It’s an excellent book and it’s where Russell originally documents the value ladder concept.

I’ll leave a link down below if you want to pick up this book for free (just cover the S&H).

Free Book For You: Click here to get the Dotcom Secrets book.

Carrying on now.

Russell, are you a smoker, or do you drink coffee?

These were a few of the questions that Russell got asked when first visiting his dentist.

Russell felt a little odd after hearing those questions, and for a good reason too.

This was given the fact that that he never smoked and he doesn’t drink coffee at all.

So the dentist asked if Russell would have liked some custom teeth-whitening trays.

Russell certainly wanted that, but let’s rewind a little first.

Russell was at a point in his career where he was hustling just to put food on his table.

After some time, he finally got dental insurance, and guess what came along with that?

Free teeth cleaning!

That’s what ultimately, and finally, got Rusell to sign up for his dentist appointment.

dentist value ladder

Back to the dentist’s office, as the dentist starts asking many more important questions:

So, did you have braces when you were a kid?

Russell replied yeah, how can you tell?

Well, your two bottom teeth are shifting, and that usually happens to people who wear braces.

So there was now another new problem in the spotlight.

And when the dentist asked if he wanted a retainer built to help keep his teeth in place?

Russell was on it like acne.

So here is the main point of this important story of Russell’s dentist visit:

  • Russell had originally come into the office for a free cleaning.
  • When he came out in less than an hour, he had paid well over a thousand dollars.

This is the perfect example of a value ladder being used in an offline business.

Helpful Note: Don’t forget that the value ladder works for both online and offline businesses.

Let’s walk through the steps of the value ladder that the dentist used in the example above:

  1. Bait: free teeth cleaning.
  2. Offer 1: custom teeth whitening trays ($497).
  3. Offer 2: custom retainer for straightening teeth ($997).

Math Note: I don’t know the exact pricing of the offers, those are just a guess.

Plus, Russell received one more offer before he left the building.

  • Offer 4: continuity program for coming back every 6 months.

This was compliments of the secretary, of course.

After all, you need to have your teeth checked every six months or so, right?

This was the perfect execution of a value ladder and how a dentist could use one.

Dentists can even have some type of cosmetic surgery at the top of the ladder.

That’s the high-ticket offer that can cost $10,000 or even more.

Pretty cool right?

Let’s move to the next section where you can learn even more about this topic.

And the best part?

Rusell Brunson himself gets to explain the concept of the important value ladder.

The Value Ladder Explained By The Man, The Myth, The Legend

Why not hear it straight from the horse’s mouth as well?

Russell provides some more insight into just how powerful the value ladder can be.

Simply click on the play button above if you’d like more information about this topic.

And if you’d like to hear more of Russell Brunson’s wise words?

I’ll put a related post down below that you might want to read too.

Related Post: Some of the best Russell Brunson quotes.

Alrighty then.

Let’s wrap up this post and talk about everything that we learned today.

The Russell Brunson Value Ladder Closing Summary

value ladder template

The Russell Brunson value ladder is a is a series of steps that customers can take to purchase more products.

And aside from the main definition? This concept can be used for any type of:

  • Online business (and/or).
  • Offline business.

Don’t forget about the process of going through the value ladder as well:

  • You start off at the bottom with some type of freebie or bait.
  • As you move up the ladder, both the value and the price increases.

And a more important note that I talked about previously.

This is one of the biggest takeaways when it comes to this specific topic:

  • It’s easier to sell offers to the customers that you already have.
  • As opposed to getting new customers.

And that should just about do it.

Thanks for taking the time to stop by and read more about this topic.

I hope that it helps you make more money with your online/offline business.

James Canzanella

A former personal trainer who went from unemployment to online business success. He's been marketing since 2012 and (still) enjoys lifting weights, listening to rock music, and relentlessly quoting movie lines.

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