If you already have a product or service that you sell in the middle of your value ladder, what type of “bait” could you create to attract your dream customer? One of my friends owns a company that makes custom suits for people. He was stuck selling a high-end service but unable to see how to construct a solid value ladder (probably because the “front” at the time was $2,000). After a while, my friend tried giving away free cufflinks online. He put the offer up, started to advertise, and within days, he had generated hundreds of perfectly qualified leads. He then took these people through his
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