Design a price ladder where every rung removes effort

One sentence per rung

Write one sentence per rung describing the job it does, not what it contains. If two sentences could swap without anyone noticing, that's one rung wearing two price tags, whatever the prices say. Lay rungs out in two columns, what the buyer does and what you do; an identical buyer column across two rungs means the market will price them the same no matter what you charge.

Sequence it: entry, one order-form bump, one post-purchase offer, then the service rung. Stop at two paid steps past the entry point. Every extra step past that raises the surface area for refunds and disputes without materially raising what actually lands in the bank inside thirty days.

Pricing each rung

Price the bump at twenty to forty per cent of the main offer, presented as one tick box, never as a second decision the buyer has to think through. Price the top rung from the value of the outcome, never from the entry price; an outcome-priced rung and an entry-anchored rung are solving two different pricing problems wearing the same ladder.

Decide the back-end offer before writing the entry product

A reader who finishes an asset and finds nothing behind it has been handed trust with nowhere to spend it. Decide, in one sentence, whether you will write, commission or have the entry product built for you, and decide what sits above it before a single page is drafted.

Build the next rung before you need it, not the week the first reader asks where to go. The order of the rungs matters more than any one rung's content: a free kit, a short paid course and a real conversation are the three rungs this book's own ladder leads to, in that order.

What done looks like

A priced ladder exists with a one-sentence job description per rung, a take rate attached to every rung once real buyers exist, and a named back-end offer the entry product is built to lead toward. Illustrative benchmark: published order-bump take rates span 10% to 60% with no disclosed dataset behind any of them; plan on the bottom of that range for your first month and overwrite it with your own measured rate the moment you have one.