I don’t need to tell you that a book shop that has hundreds of different books is going to make more sales than a book shop that only sells one book.

It’s basic common sense.

I know and you know that the more variety of products you have, the more you will sell.

And when I say variety, I do mean of a similar nature.

Selling a book alongside packets of toilet roll, umbrellas, wood varnish, and Christmas wrapping paper does not make for a profitable business… not unless you are one of those stores that have anything and everything stacked to the rafters all under one roof.

A book shop that sells books will be visited by book lovers who are looking for books, and so it makes sense to have books of all kinds in the store.

And yes, you can sell other relevant and complementary products such as reading glasses, bookmarks, and satchels for carrying books.

Many book stores now have coffee shops where people can sit and enjoy a coffee while they start reading their newest purchase.

There is nothing wrong with selling complementary products and services, but they do need to be complementary, a shelf stocked with men’s shaving foam and deodorant would be completely out of place between a pile of cooking books and a pile of history books in a bookstore.

The fastest way to profit from a variety of products is to have multiple products around the same subject(s).

You see, if you were to go and buy a book that showed you how to make several thousand dollars per month with Instagram, you would probably be interested in buying another book that showed you how to scale up from several thousand dollars to $10,000 per month.

The book is basically a “follow on” from the previous book.

Do you see where we are going with this?

This is where you create several products around the same subject.

You start small with a cheap eBook or workshop and then move through a sequence of products right up to a high-priced product that costs $2,997 or more.

A perfect example of this would be a portfolio of products showing people how to make six-figures per year, starting with a cheap (or free) book leading up to a private coaching program where the customer is shown EXACTLY what to do, how to do it, and when to do it.

A sequenced portfolio of products is often referred to as a “Value Ladder” because the value of each step is greater than the previous one.

Here’s an Example of a Value Ladder

Free Report (Lead Magnet): “An Introduction To Digital Marketing – How People Are Making Thousands Of Dollars Online Working Only A Few Hours Per Week!”

Product One: $27 – “How To Make Your First Thousand Dollars Online Working Only A Few Hours Per Week!” mini video course.

Product Two: $97 – Exclusive Hour-long Workshop & Case-Study – “How To Make Thousands Of Dollars Online Working Only A Few Hours Per Week!”

Product Three: $197 – “Thousand Dollar Days: How To Make Thousands Of Dollars Online Working Only A Few Hours Per Week!” online study course.

Product Four: $297 – “Six-Figure Social Media: How To Make $100,000+ Per Year With Social Media Working Only A Few Hours Per Week!” online study course.

Product Five: $997 – Lifetime access to “The Vault – All My Courses & Programs In One Place”.

Product Six: $1,997 – The “How To Make Thousands Of Dollars Online Working Only A Few Hours Per Week!” group coaching program.

Product Seven: $2,997 – The “How To Make Thousands Of Dollars Online Working Only A Few Hours Per Week!” private 1 to 1 coaching program.

Product Eight: $9,997 – The “How To Make Thousands Of Dollars Online Working Only A Few Hours Per Week!” done for you service.

As you can see, they are congruent with each other, and each product follows the previous with more value.

You are not selling a product on how to make money using social media followed by a product on how to keep your bathroom clean and shine, which is then followed by another product about how to keep fit and healthy doing zumba dancing.

All of the products in the list follow the same theme and subject.

A great way of looking at it is to understand that you are not just selling products at various prices, but that you are charging different amounts for different types of access to you and your expertise.

Those who want to be coached personally by you will pay a premium whereas those who just want to be coached by you at arm’s length via video will pay less.

People are paying you for your knowledge and expertise… and access to you.

But access doesn’t mean people can pester you or necessarily talk to you; it means access to your knowledge, experience, and insights.

Direct access is something that you can offer as part of specific products and programs… and that increases the value.

With the first couple of products, the only access they are getting is via written content and video training. Once they have been consumed, they cannot ask any questions other than through a support email… which you are not necessarily obliged to answer if it doesn’t relate to a problem.

If customers who have bought the first couple of products do send emails requesting more help and information, I suggest that you send them to take a look at the next product or two on the Value Ladder.

If people want to be able to talk to you more via email, messenger, or face-to-face they have to go up a step on the Value Ladder and buy into one of the programs where direct contact with you is included.

Your time is valuable, and if people want your tim,e they have to be prepared to pay for it.

You are growing a FREEDOM business where you intend to make large profits as passively as possible so that you are not chained to your computer all the time, and so if people want a piece of you and your time, you should charge for it accordingly… and they should pay for it.

And that is where a lot of the profit can be found.

An hour or two of your time can be worth several hundred (or thousands) of dollars.

A friend of mine went into a company owned by a friend of his to show some of the staff on how to grow the company’s online presence using social media and was paid over $300… he was only there for an hour.

The company did not bat an eyelid.

Why?

Because they knew the value in his time, knowledge, experience, insights, and the fact that once the staff implemented what he had told them to do, the company would make back more than what they paid him.

A day of private tutoring should most certainly cost a premium.

Never undercharge your worth.

Obviously, you do need to know what you are talking about. You cannot simply charge large amounts for expertise and insights that you don’t have.

But, as the saying goes, you only need to be a few steps ahead of the next person to be seen as an expert.

I suggest that you be a few more steps ahead with a few stories and battle scars from being in the trenches. Once you have them then you can most certainly charge more than most people.

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