All three of the items in the title of this post are related, with nuanced differences. The first two are both leverage components. An upsell is basically a disguised value ladder. Let me explain.
At the highest level of marketing, a value ladder is fully explained as part of a strategy. It starts with an introductory offer of (typically) anywhere from $9.97 to $49.97 and is a part of a fully transparent strategy that tells a prospective participant the "goal" is to leverage into higher-level (price and value) products. Value Ladders are a way to maximize the lifetime earnings from a single customer by increasing the monetary investment, typically over time, and (perhaps) out of earnings.
Upsells, on the other hand, promise "the world" in an initial offer and then on the bridge page (sometimes referred to as thank you page) give you the infomercial equivalent of "but wait... if you act now... never to be seen again at this price" pitch. To me, this is a disingenuous bait-and-switch. Those using this tactic will tell you it is baked-in as a marketing tactic and is an acceptable way to do business. I disagree. I think it is skeevy and malodorous (it sinks).
To add insult to injury, in many cases, these kinds of offers can turn from $47, easily into multiple upsells in the same initial offer - that can increase the initial investment (easily) to $300 to $500 to $1000 or more. (Ask me how I know.)
So as stated, both Value Ladders and Upsells are Leverage Components intended to maximize customer value. It is simply a matter of how marketers choose to go about things.
Upfront and transparent seems preferable to me - juxtaposed to hidden surprises in an attempt to grab your wallet all on Day 1... in a "but wait, there's more" (and) "if you really want the full story and have the full benefit" fashion...
These tactics use time scarcity and fear-of-loss to pressure you into making a decision - now. The timer is counting down and you will have until midnight tonight... you will never see this price again, but of course, you are certainly able to pay full price later.
Compare this to a thoughtful and deliberate PLAN that exposes you to the viability of an offer and coaches you along the way with incremental steps. You are shown the big picture but are asked to pay for just the first bite of the elephant.
The Value Ladder method simply is a more fair and reasonable way to present an offer with full-disclosure and transparency. Some disagree and swear by the upsell method and tactics. My perspective is that this IS GOOD for business and profitability, however, it is not in the best interest of the customer, especially if they (you) are new to these kinds of offers.
