A Value Ladder lets you upsell a high-ticket item from a lower-priced offer.
If you pitch a premium offer to a group of strangers, your closing rate will be low. Customers who already know, like, and trust you are easier to convince, because they only need to take one step up your Value Ladder.
Have you ever been offered a free sample in a grocery store? Maybe it was a bite of a bagel, or guacamole, or a little sausage on a toothpick. Something small. Something new, and interesting. Something free.