The Recognized Authority: the podcast that guides Invisible Experts on the journey to becoming a Recognized Authority in your field, so you can: 👉 increase your impact 👉 command higher fees 👉 work with better clients This podcast features interviews with successful consultants who are willing to share the ups and downs of their story to inspire and educate our listeners. We also interview marketing and sales experts who have a message or lesson that is relevant for a B2B professional services audience. We'll cover all aspects of business developement, sales, marketing and lead generation with advice, tips and in-depth analysis specifically aimed at independent consultants & specialized consulting firms. Topics include developing a unique point of view, how to create your product ladder, building your audience, how to make more time for your consulting business, building your podcast funnel, confessions of a million dollar consultant, the compound effect of content, you don’t need to be unique to stand out, earning and holding attention, don’t overthink your content, bland content and burnout, making video marketing easier, how to build a strategic narrative, how content can save your business, using case studies to build trust, why positioning is crucial to your business, and lots more. Previous guests include Alan Weiss, Marcus Sheridan, Mark Schaefer, David C. Baker, Ron Baker, Evelyn Starr, Michael Zipursky, Jonathan Stark, Geraldine Carter, Mike Clay, Sara Dunn, Louis Grenier, Anne Janzer, Philip Morgan, Rochelle Moulton, Norbert Schwarz, Heather Steele, Douglas Squirrel and many more. 👉 Learn more at TheRecognizedAuthority.com/podcast ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube Misspellings for searches: Alistair, Allister, Alister, Alasdair, Alisdair, Alister, MacDermott, The Recognised Authority. The correct versions are Alastair McDermott & The Recognized Authority 🤗
How to Create Your Product Ladder with Chris Lema
As consultants, we often think about having a single core offer - usually a high ticket offering. But it's not always a good fit for a lot of our potential clients, and there are some clients who are willing to pay more to get more. So how should we approach creating a product or services ladder?
In this episode, Chris Lema and Alastair McDermott discuss how to think about product ladders, including the three key offers you can include in your ladder.
They also discuss how content marketing is about telling a story, how to use frameworks to tell that story, and how Chris got it wrong about mattresses!
“Different people need different products, even when they're all saying "I need a hotel" or "I need a car". As service practitioners, who have high ticket offers, we act like everybody is the same. Do you have a "more for more" offer for people who want more? Do you have a "less for less" offer? You deliver less, they pay less.” -- Chris Lema
“All content marketing is about helping someone progress from A to B. But in order to get them over the hump of inactivity, to willing to do something, you have to tell them a story.” -- Chris Lema
🗒️ Show Notes 🗒️
Access all the links mentioned in this episode in the show notes here:
👉👉 https://therecognizedauthority.com/create-your-product-ladder/ 👈👈
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✉️ Subscribe to the email list at TheRecognizedAuthority.com
🎙️ Record a question or voice message for the show at TheRecognizedAuthority.com/question
⭐ Like what you heard? Please help share the podcast by leaving a rating & review
🤗 Connect with Alastair and The Recognized Authority:
➡️ LinkedIn ➡️ Twitter ➡️ YouTube