If you have designed your value ladder, it’s time to convert it into a funnel. The first step is to give people the bait. For those who take it, you will then have the opportunity to sell your frontend product. Not all of them will buy it, but a certain percentage will. And for those who will buy it, you can then sell your higher priced product, and so on.
Just like your value ladder has a minimum number of steps, so to should your sales funnel (and they should be the same). It’s important that the funnel is long. When the internet was first created the funnels didn’t have to be so long, but currently, with so many potential competitors and high-ad prices, funnels must have at least these 4 steps.