In this episode of Office Hours, Dennis Yu talks about how to effectively use the value ladder. From creating lots of content, publishing what you learned, focusing on building relationships to evolving your own expertise. You should take advantage of having ungated content posted on social media networks to later think of it as a future lead magnet. It can then jump onto a tripwire that you can serve as an appetizer with a very low price, or a combination of tripwires, both of them allowing you to upsell the lead magnet to a package. This system will be your way to expanding your authority and increasing your revenue.