Value Ladder — Russell Brunson's Funnel Strategy

Three interlocking models that answer the strategic question: how do I move someone from never having heard of me to paying me high-ticket rates?

1. Hook-Story-Offer — The atomic unit: what every page, ad, and email must do
2. Value Ladder — The macro structure: how offers are sequenced by price and value
3. Dream 100 — The traffic strategy: where your future customers already gather

Prerequisites: Before building a Value Ladder, have a BrandScript from storybrand-marketing. The "Story" in Hook-Story-Offer comes directly from the BrandScript's controlling idea, guide empathy, and the customer's transformation arc.

Part 1 — Hook-Story-Offer

The atomic unit. Every single page, ad, email, and post must execute exactly three things in this order. Without all three, it won't convert.