The Ladder of Value isn’t something you’re going to learn about in school. In fact, this may be the only time you’ll ever hear about it, but I guarantee that it will not only make sense to you – but will likely shift your thought process in your marketing efforts.
The premise is simple. If you want to get hired to be the Keynote speaker at the biggest convention in your niche, you’re going to have to move the people who book the speaker from knowing nothing about you, to getting pat on the back for hiring you. Sending them a resume and a request to speak is not going to cut it.
However, by providing great information, insightful content and helpful, regular postings you can easily move someone from a point of ignorance, to respect, to paying customer. For example a very well thought out free e-book can interest a customer in a webinar, and then perhaps a workshop to hear you speak. That kind of value can beget personal coaching or weekend symposiums.
The ladder of value is a logical, merit based way of proving to your ultimate goal client that you are indeed worth the $200,000 you’re asking to be the convention’s keynote speaker. It also fits hand in hand with the customer’s natural “buying process”. Here’s more: