Value Ladder

Each rung does a job. Free videos earn attention, a cheap product earns a first transaction, and the buyers who found that worth the money are the ones offered the expensive thing. Every step qualifies people for the next, which is why a ladder converts better than one high-priced offer aimed at strangers.

Creators usually get the bottom rung wrong. The videos are the free tier, and an advert for the paid tier hollows them out, which loses the audience the whole thing depends on.