If you want everyone who views your marketing and education to consider your offer, here’s how to do it

When you’re the leader, you see your product or service from the top of the ladder. You have a big view, you know all the outcomes that are possible.

You have such knowledge that you have engineered a ladder to get someone from start to finish. You’ve got all the steps in place that will work, if only someone will do them.

It could be following your protocol, your program, your surgery, your prescription, whatever your way to get your person that benefit it.

However, your target person is not viewing the situation from the top of the ladder. They are not viewing it from the well-designed structure of steps you see.

Keep in mind, here’s how they’re looking at it.

The view from the bottom of the ladder of a wellbeing, health, or lifestyle change can be really daunting.

This is what it can feel like from the bottom of the ladder when someone brings you a ladder for something you’ve failed at before, or you’re scared or worried about.

We can all relate to this. There are many ladders in our lives that we are offered that look like this to us. We choose not to climb them too.

What can make us not want to climb wellbeing, health, or lifestyle change ladders?

• When we don’t understand where it’s taking us.

• When we’re not confident the ladder is strong enough and well-designed enough to get us there.

• Most of all, if we’re concerned that we’re not to be able to do it, to get part way up, we’re going to get stuck, we won’t go.

So if we want to change the way that people engage with our marketing and education, we have to come at it from the perspective of what it feels like to experience the bottom of the ladder.

Tip: Grab a screenshot to remember the bottom of the ladder feeling.

If we design for what it feels like at the bottom of the ladder, we have a much better chance to get people to start the ladder, continue in the ladder, and get the outcomes and benefits you want for them.

If you love getting people up the ladder, follow for more!