In my last two blogs I’ve been taking you through the buyer’s journey, looking at how excellent marketing needs to support our buyers at every step.
If you missed part 1 and part 2, read them here:
Encouraging the first purchase
To reduce the perceived risk at this point in the buyer journey, your customer needs to feel what it’s like to be a customer before they buy.
A product ladder is a series of offers and products that lead from one to the next so people can build a relationship with you and get a sense for what it’d be like to be a customer before they commit to something big. It’s all about reducing perceived risk.
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