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Even when your target market is well defined, not all clients are in the same amount of distress, not all know (or care) about essential details, and of course, not all can pay for all that needs to be done. It’s pure chaos, out there.


“Chaos isn’t a pit. Chaos is a ladder.”

Littlefinger, Game of Thrones.

Jokes and puns aside, even if you know exactly what needs to be done not everybody will be ready to engage with you at that level. The idea of a “product ladder” or “product pyramid” is that you offer that one thing on multiple levels of both scope and price.

Let’s say that I work with most people 1on1 for a few months, and charge 5000$ for that.
This means I should probably also offer a 500$ service which is mostly a self-service course but also contains some live group interactions with me.
Also, a 50$ book and a 50$ video course would be a good idea.
And for 5$, I could offer a checklist or a workbook that turns FAQs into a process that clients can try and go through themselves.

People who don’t have a budget or who simply don’t trust you yet are not going to engage with you at the full price anyway, so offering them more accessible “ladder rungs” to start their journey will not deprive you of any actual client prospects. It could help you “seed” more serious prospects in the future, and net you a good amount of money in the process.

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