Bob Serling – The Marketing Ladder Blueprint

The Marketing Ladder Blueprint

How to put an end to marketing chaos… generate a small but highly responsive list of paying customers only… and consistently grow your profits and your business by actually doing much less marketing.

6 Steps for Creating Your Marketing Ladder System

To build a small but highly responsive list of actual buyers — and make continuing, repeat sales to them, you need to replace your ineffective marketing funnel with a high-performing Marketing Ladder.

By implementing The Marketing Ladder, you can reverse the typical numbers of freebie grabbers vs. paying customers, creating a list where 90% are paying customers. Here’s how:

MLB Step 1: Create an Extremely Compelling “Bait Piece”

The foundation of The Marketing Ladder is offering an irresistible “bait piece” for free to attract prospects to your list. While the goal is to target paying customers, the initial step acknowledges market conditions by offering free value.

Your bait piece should solve a specific problem or deliver highly desired information that appeals to your target audience. This sets the stage for a successful transition into the next step.

MLB Step 2: Target High-Quality Prospects Likely to Purchase

To make your Marketing Ladder work, focus on targeting prospects with a history of making purchases. Use three key methods:

• Rented email lists of buyers (e.g., magazine subscribers, association members).
• Stand-alone email promotions to relevant lists.
• List swaps with other list owners.

This strategy ensures you invest time and resources into building a list with higher potential for immediate conversion.

MLB Step 3: Offer a Low-Cost Product or Service Immediately

Once a prospect opts into your list, immediately introduce a low-cost product ($15–$20 range) through:

• A “thank you” page with a compelling offer.
• An offer embedded within the free bait piece.

This step converts prospects to paying customers quickly and sets the stage for repeat business.

MLB Step 4: Segregate Buyers and Prospects

Separate your email list into two groups: buyers and prospects. By doing so, you can tailor marketing strategies to each group. Focus your primary efforts on buyers while nurturing prospects to encourage their first purchase.

MLB Step 5: Move Buyers Up the Ladder

Build trust with existing customers by offering serial products or services, such as:

• Multi-session training programs or teleseminars.
• Paid membership sites or newsletters.
• Subscription-based coaching or consulting services.

These strategies maximize customer lifetime value and create a steady revenue stream.

MLB Step 6: Use “Drip” Marketing for Prospects

While your primary focus is on buyers, allocate 10–15% of marketing efforts to nurturing prospects. Repeatedly offer the same low-cost product using testimonial-driven emails to build familiarity and trust over time.

The “Big Aha” – Automate the Process

Document every step of the process to ensure consistency and scalability. This system becomes a roadmap for your business, allowing you or your team to execute flawlessly over time.

How to Build Your Complete Marketing Ladder System

The Marketing Ladder Blueprint offers a comprehensive program for implementing this system effectively. It includes:

• Comprehensive training materials for all six steps.
• A Marketing Toolkit with customizable, reusable templates.
• A “ride along” real-world example of the system in action.

By adopting this system, you can eliminate marketing chaos, boost sales, and focus on what matters most: growing your business with clarity and precision.