Use the 4-Step Audience Ascension Ladder to Explode Your Information Sales

The average information business struggles to consistently generate leads and sales because they are missing one (or more) of the critical components needed to transform strangers into die-hard loyalists willing to buy everything you sell. In this workshop-style session you’ll leave with a list of action items that will set your information business on the path to enormous sales growth.

And it starts with the 4 step Audience Ascension Ladder and a great presentation from Russ Henneberry, Founder at Modern Publisher

Get your own: ModernPublisher.com/canvas 

Marketing Mix

You must have…

  1. Product
  2. Distribution

Product is obvious….

  1. Books
  2. Events
  3. Training

But distribution…..

  1. Stage presenting is distribution
  2. Search is distribution through SEO
  3. Advertising can get you distribution
  4. Email is distribution
  5. Social Media is distribution
  6. What are your distribution methods

If you want to explode your sales, you need all 4 stages of the Ascension

Attention > Subscription > Acquisition > Monetization

This is how you transform ice cold people into high ticket buyers, consulting at 10k

START WHERE THE MONEY IS

Monetization – Core Offer, the Money

Product: 

  1. Workshops
  2. Masterclass
  3. Coaching
  4. Consulting
  5. Membership
  6. Mastermind
  7. In-person event paid and high ticket

Distribution: 

  1. Stage Pitch
  2. Webinar Pitch
  3. Email
  4. Facebook Messenger
  5. Retargeting
  6. Content Referral
  7. Search
  8. Social
  9. Advertising

Characteristic of Monetization products: 

High Commitment – You can sell high ticket

Recurring – You can bill them monthly and annually

Low Volume, High Customer Value – Big Hits of Cash, Services, Do things that are not scalable at first

TAKE ACTIONS: Check at least one box and have at least one product and one way to distribute

Acquisition – They Become a Customer

Product: 

  1. Splintered Course
  2. Online Event
  3. In-Person Event low ticket
  4. Print books
  5. Entry Point Offers

Distribution: 

  1. Email
  2. Messenger
  3. Retargeting
  4. Content
  5. Referral
  6. Search
  7. Social
  8. Advertising

Characteristic of Acquisition products:

Low Risk – Low cost, Easy to understand, Keep the cost and complexity down….

Break Even – Not necessarily profitably, you might lose money 

Splintered – Often a stand alone part of a larger monetization product

High Value, Low Customer Value – a lot of “littles”

TAKE ACTIONS: Check at least one box and have at least one product and one way to distribute

Subscription – They give you permission to market

Product: 

  1. Lead Magnets
    1. Speed – provides value and results quickly
    2. Specificity – Solves a VERY specific problem
  2. Mini class, Online event, In person event FREE
    1. Time – Requires a time Commitment
    2. Indoctrinates – Reveals who you are and what you are all about, Indoctrination should not be manipulative BS…But do it intentionally

Distribution: 

  1. Content referral
  2. Retargeting

Characteristic of Acquisition products:

TAKE ACTIONS: Check at least one box and have at least one product and one way to distribute

Attention – They know you exist

Product: 

  1. Blogs
  2. Podcast
  3. Videos
  4. Social

Distribution: 

  1. Search
  2. Social
  3. Advertising

Characteristic of Acquisition products:

Stand alone value – entertaining, inspirational or educational

Prospect Magnet

Ascends – Contains CTAs and retargeting

TAKE ACTIONS: Check at least one box and have at least one product and one way to distribute

Revenue Targets

About the author

Jena Apgar, Chief Digital Marketing Warfare Strategist


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