Giving value first BEFORE asking for a sale?
Naah, it sucks!
I don’t know who started this ‘marketing principle.’
But it seems like a total rip off from Robert Cialdini’s book, “Influence: The Psychology of Persuasion.”
TBH, I think that mindset is flawed.
Let me explain why.
In his book, Cialdini taught about the ‘Law of Reciprocity.’
It is believed that when you give something to a person, they’ll have no choice but to feel personally, psychologically, and even ethically obligated to return the favor to you.
That’s why a lot of business owners think that if they provide enough value to their audience, they will be ‘obligated’ to return the favor… and buy their online course.
So they offer free eBooks, a mini-course, a free consultation, yada yada yada.
When it comes to emails… Marketing gurus teach that you should never sell on the first email. Or the 2nd. Or the 4th.
Make sure you give value first. Then on the 5th, 6th or 7th, you can sell. But don’t do it in a ‘salesy’ way.
Will it work? Perhaps.
Your audience might even love you for doing this.
But love and admiration don’t necessarily translate to sales and more customers.
If anything else, you’re just making yourself vulnerable to freeloaders and freebie-seekers.
How will you know?
They love you when you’re giving them value for free, but once you sell them anything, they turn into vicious gremlins.
So, should you give value first BEFORE you can sell?
If a pharmacy will educate you first before selling you medicine, a lot of people will die due to diarrhea.
So here’s my rule of thumb: If you have the solution for your market’s pain, then tell them about it.
Let them know that you can help them with their problem.
But you must never be obnoxious in doing this.
Provide them with great information, while leaving something out.
That’s how you can capture their attention and make them want your product.
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