The Russell Brunson Show
Episode: Funnel Hacker Onboarding #2 - What's Your Micro Value Ladder?
Date: September 6, 2017
Host: Russell Brunson

Episode Overview

In this episode, Russell Brunson dives into the essential marketing concept of the "value ladder," with a special focus on its micro-application inside each sales funnel. He guides entrepreneurs and marketers through understanding how value ladders work not just at a business-wide, long-term level but at the granular, page-by-page level within a funnel. Russell dispels common misconceptions, shares examples from both the info-product and e-commerce worlds, and sets a practical assignment for listeners.

Key Discussion Points & Insights

1. The Value Ladder Defined

• Macro vs. Micro Value Ladders
  • Many entrepreneurs overplan a 20-year value ladder, aspiring to reach the highest ticket items before mastering the micro steps.
  • The micro value ladder refers to mapping the series of value exchanges at each step of a funnel, not just the whole business lifespan.
  • Quote:
    "People spend so much time mapping out the value ladder of like, this is where I’m going to go in the next 20 years... But then it comes down to the micro, like what’s the value ladder here?" (01:15)

2. The Mechanics of the Value Ladder (06:00–11:00)

• The value ladder is a graph with “value given” on the vertical axis and “price” on the horizontal.
• The goal: deliver increasing value at increasing price points as the customer relationship deepens.
• It's illogical to go for the largest commitment (highest ticket offer) too soon.
  • Quote:
    "If I walked up to you on the street for the first time, like, ‘Hey, my name is Russell Brunson… if you give me a million dollars, I will build a funnel for you,’ you’re going to think I’m insane, right?" (06:44)
• Business growth is a process of building trust through a logical progression of offers.

3. Real-Life Analogies (11:05–12:00)

• Russell likens the value ladder to dating and real-world relationship building.
  • Start by providing initial value and building rapport before escalating offers—online, the same principle applies.
  • Quote:
    "It’s the same thing like if and when you met your spouse… there’s this logical progression. Yet for some reason online we all forget that all these common sense rules fall out of the world because they’re like, oh, they’re pixels and they’re things and it’s traffic, but no, it’s people." (11:15)

4. Applying the Micro Value Ladder Page-by-Page (12:10–15:00)

• On every page of a funnel:
  • Ask: What value do I provide for the desired action? (Email, purchase, registration, etc.)
  • Example sequence for a book funnel:
    • Page 1: Offer a free report in exchange for email (value for email)
    • Page 2: Offer a low-cost book (increase value, small monetary commitment)
    • Page 3: Upsell a course or additional resource (further value at a higher price)
  • This steps customers up the ladder, increasing trust and willingness to buy more at each stage.
  • Quote:
    "Every single funnel is a value ladder. When somebody comes to my very first page, I’m saying, ‘Hey, my name is Russell Brunson, I want you to give me your email address.’ If I stop there, you receive no value." (12:20)

5. E-Commerce Example – Not Just for Info-Products (15:10–16:30)

• Value ladders apply everywhere. Example:
  • Tactical flashlight: initial offer, then upselling a second light, then a carrying case, then rush shipping.
  • Continual thinking: “How else can I provide value?”
  • Quote:
    "People always tell me, ‘Well, that works in information, but not in e-commerce.’ But the same thing works in e-commerce." (15:23)

6. Russell’s Routine For Funnel Building (16:45–18:00)

• With every new funnel or page:
  • Determine the desired customer action.
  • Design value to match/justify that action.
  • This deliberate, step-by-step approach encourages repeat purchases and customer loyalty.
  • Quote:
    "Every time I’m working on a funnel, I’m thinking... they come to my page, the first page of my funnel, and I’m thinking, ‘How do I provide this person value? What do I want in return?’" (16:57)

7. Actionable Assignment for Listeners (18:50–20:15)

• Don’t overthink the entire product ladder for years to come.
• Focus on your first funnel’s pages:
  • What is the value given at each step?
  • Write down the value proposition at each exchange (email, payment, upsell, etc.).
• This is the foundation for building customer trust and revenue.
  • Quote:
    "Look at all the pages in that funnel and just think through—what’s the value ladder I’m taking them through inside of this funnel? And that is the key." (19:45)

Notable Quotes & Memorable Moments

• "For some reason online, we all forget that all these common sense rules fall out of the world because they’re like, oh, they’re pixels and they’re things and it’s traffic, but, no, it’s people."
  — Russell Brunson (11:20)
• "If I stop there, you receive no value. Why would I give you my email address if you come to the page and I’m like, ‘Hey, my name’s Russell and I wrote a really cool report… I’ll give you this report for free. Just give me your email address and I’ll send it to you.’"
  — Russell Brunson (12:20)
• "That’s how I can go right now and get people to pay me a million dollars to build a funnel for them. Because I provided value at all these levels; through my books, through my software, through my training, through my events..."
  — Russell Brunson (18:10)

Key Timestamps

• 01:15 – Macro vs. Micro Value Ladder Introduction
• 06:44 – Pitfalls of Pitching High-Value Offers Too Soon
• 11:15 – The Value Ladder as Relationship and Trust Builder
• 12:20 – Example: Value Ladder in the Funnel Structure
• 15:23 – Value Ladders in E-Commerce Example
• 16:57 – Russell’s Funnel-Building Process Focused on Value
• 19:45 – Listener Assignment: Map Out Micro Value Ladder

Summary & Takeaways

This episode reframes the value ladder concept as a core strategic tool not only for mapping out your entire business path, but vital for structuring every page within your sales funnel. By reminding listeners that selling always flows through trust and value (not just slick offers), Russell emphasizes the importance of "micro value ladders." The step-by-step illustration and actionable homework help entrepreneurs immediately level up their funnel strategy—one value exchange at a time.