Create a Value Ladder To Grow Your Photography & Art Business

May 24, 2017  •  Leave a Comment

If you are struggling in your photography or art-based business, you probably don't have a Value Ladder or a marketing strategy that is designed to deliver value at different levels to your market.  

I will start by defining the value ladder.  It is a marketing strategy that is core to your business.  Whether you are just starting out as a visual artist or you are a seasoned pro, the value ladder should be central to everything you are doing in regards to growing your revenues.  

Each step in the value ladder represents a product or service.  The lower steps are less expensive, but every step in the ladder always provides value to your client.  To have profitable sales funnels you must have a value ladder in place.  

In the first step of your value ladder, you should be thinking in terms of attracting your perfect client.  This can be done with either a free offering or a low-cost high-value item.  No matter how many people you think are aware of you, the vast majority of people will be looking at you and your level 1 value ladder product or service for the very first time.

As you continue defining your products and services up the ladder, you provide more value at a higher price. 

Evey step of the value ladder should provide an incredible amount of value for the price. Your goal should be to drive every one of your clients to level 4 and beyond.  You don't have to end with 4 levels in your value ladder.  This is a good starting place for most creative people that are trying to design and run a profitable business.  

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You should also have some type of residual income product like a subscription or something similar to provide predictable revenues on a consistent basis.  This type of income is designed to help you keep the lights on and buy materials for your work.  

YOUR ASSIGNMENT

Write down four products/services that incrementally add tremendous value to your dream clients.  The first level item should be inexpensive (either free or less than $15 to $20 typically).  It should make your client say "wow, I can't believe that I just purchased X for only $15."  As you earn trust over time, all of your marketing and interactions with your level 1 clients should be designed to offer so much value in your level 2 offering that that simply can't resist.  They already know who you are, they received incredible value at level 1, so it is very likely if your level 2 is designed right, they will become a level 2 client.  You continue this process until they are at the top of the ladder.  Once someone has purchased something from you, they are eight times more likely to buy again versus someone new.  

If you use this information to create your value ladder, scroll down to the bottom of the article and click on the "Add Comment" button and share what you are doing.  

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