Selling On Email

Why You Shouldn’t Give Too Much Value For Free

Let me tell you about Ramit Sethi’s terrible experience on “too much giving.”

A few years ago, when Sethi’s business started doing well, some of his friends came to him and asked for help.

They wanted to learn how they can make money online, too.

Being the good friend that he is, Sethi gave them access to his online course worth $2,000.

He didn’t charge them a dime.

He gave them full access to his courses without asking anything in return.

All he wanted was to help them.

But a few weeks after giving them his $2,000 course, Sethi noticed that they didn’t even bother to log in — not even once.

He was baffled — and even felt resentful.

He tried to help for free and those people just took it for granted.

After that incident, Ramit Sethi decided to stop giving away his courses for free.

It doesn’t matter if you’re his friend, if you want his course, you need to pay the full price.

Did he lose some of his would-be customers?

You bet.

Those people who don’t want to pay but want to get the course for free went away.

But those who really want it? Those who are really serious? They paid the full price and watch every single lesson inside his course.

The point is this:

People value what they pay for.

If they get something at no cost, chances are they’ll just take it for granted.

You see, most people just don’t see value in “free.”

So stop giving away too much of your stuff.

If you are good at what you do and you know you can help others, you owe it to yourself to make people pay for your product or services.


That’s only one of the marketing principles I teach inside my book, Email Copywriting Handbook.

Let me say it like it is.

I’m giving you my book in exchange for your expressed permission to market my services to you through my emails.

If you don’t have any problem with that, then go ahead and click the link below to download your book.

How To Sell Without Really Selling (And Why Giving Away Too Much Value Is Bad For Business)

Ever heard of the Rule of Reciprocity?

Lots of business owners love it. In fact, a good number of them use it as a foundation on how they do business.

Here’s a quote I saw that explains the rule well:

“If I give you something of value that you perceived to be valuable, you’re going to feel an obligation to return back to me something of equal value in return.”

Sounds good, right? But it can actually harm your business — without you even knowing it.

You see, based on the rule, if you give me something valuable, then I’ll feel obligated, compelled, forced to buy from you.


Heck, no.

If I don’t need your product or service, then why would I buy from you?

Now, for the record, I’m not saying that the rule is a total sham — because to some degree, it works.

But IMHO, this rule caused a lot of business owners to lose their balls when it comes to selling. A lot of people nowadays can’t sell shyt unless they’ve provided enough value to their prospects.

Sounds familiar?

They became marketing wimps who don’t know how to make people buy without giving away the farm along with the kids.


You can even see this phenomenon in emails…

People try their best not to sound ‘salesy’ because they’re afraid their customers might get annoyed and leave their list.

So they sugar-coat their pitch or bury their link in the PS.

Not knowing that they only harm their business doing this.

But who can fault us?

We were made to believe that the Rule of Reciprocity is a universal law — just like the law of gravity.

We were taught that people won’t buy unless they receive value from us first.

Gwurus and shexperts sing in unison, telling us that we should give away dozens of free content first before selling anything.

But after handling dozens of email marketing campaigns, I realized that this is not the case.

In fact, you can sell in every email you send to your list. And your readers would even thank you for selling to them.


By using ‘infotainment’ when writing your emails.

Which simply means combining information with entertainment. Just switch on your TV to see great examples of this concept. News shows that present information in a way that is fun and entertaining.

Now, does it take a lot of time to write infotaining emails?

Not really, as long as you know what you’re doing.

Interested to learn more?

Then, you should download a free copy of my book, Email Copywriting Handbook where you can see actual examples of ‘infotainment emails’

Download it today. It’s totally free.

Here’s the link:

Are You Afraid of People Leaving Your Email List?

Want a funny irony?

Dying in the living room.

Want an even funnier one?

Email marketing that doesn’t appeal to your market and doesn’t make you money.


Well, not really. Especially if that’s exactly what’s happening in your business right now.

Dunno about you but when I write emails to my list or to my client’s list, my main goal is always to make more money.

Yes, I might sprinkle it with a bit of fun, throw some actionable tips in there, or share a great marketing nugget inside, but the goal is always the same — to make money.

Someone may ask, “Well, isn’t that annoying that you’re always asking for your subscribers to buy from you?”

To which I reply, “Is your business a charity?”

Because if it is, then it’s perfectly fine not to sell them anything.

But if you’re doing business, people expect you to sell something to them.

That’s why every time you tiptoe your way into selling OR you try your best to just be ’nice person’ because you don’t want to annoy your subscribers, you’re actually breaking the trust of people inside your list who are looking for your help.

Think about it this way:

If my neck is bleeding and I go to the doctor, I expect him to treat me. And of course, I expect to pay for his services.

It’s the same thing with your email list.

If your market has a problem and they subscribe to your list, they expect you to show them the solution — and they expect to pay for it.

Now, if your subscriber gets angry because you’re selling something, then it could only mean 2 things:

#1. He doesn’t have a problem so he doesn’t need your solution

#2. He has a problem, but he expects you to give him the solution for free

And I’m guessing that that person is not your ideal customer, yeah?

So don’t be afraid to be more aggressive in the way you do email marketing.

Besides, what’s the worst thing that can happen?

I’ll tell you.

The worst thing that can happen is that people who are not your ideal client will leave your list.

But don’t worry because those who really need what you’re selling will stay and buy from you.


Anyway, if you want to learn more about this, then read Chapter 3 of my new book, Email Copywriting Handbook.

I talk about why you should get people to ‘unsubscribe’ from your email list so you can make more money.

Grab it here for FREE:


For More High-Level Tips About Email Marketing & Email Copywriting, Grab Your Free Copy of My New Book: EMAIL COPYWRITING HANDBOOK

Go here:

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Why You Don’t Need To Add Value Before Asking For A Sale

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.


For More High-Level Tips About Email Marketing & Email Copywriting, Grab Your Free Copy of My New Book: EMAIL COPYWRITING HANDBOOK

Go here:

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#1 Email Marketing Rule That Is Pure B.S.

The ‘Nurture Email Sequence’ amuses me.

At least, the way some business owners do it.

Most of them think of it as the crux of their email marketing campaign.

If you ask some people, they’ll even tell you it’s a requirement before you can sell to your email list.

Well, I don’t believe it.

Let me explain…

A ‘Nurture Email Sequence’ is a series of emails you send to anyone who opt-in to your Landing Page. They say the goal of this email campaign is to add value, build relationship, and just engage with your new subscribers.

However, there’s 1 rule that you can’t break. And that is…

“You don’t have the right to sell your product — unless you’ve already given so much value.”

No value given = No right to sell.

…I think that’s B.S.

You see, some people joined your email list because they are in pain.

They want a cure to their bleeding-neck problem… and they want it NOW.

Then, why not give it to them right away?

Here’s where it gets more bizarre:

Some business owners actually think that since they gave away so much value in their ’Nurture Email Sequence’ people will now feel OBLIGATED to buy from them.


You think just because you add value, people will automatically reciprocate the favor and gladly buy from you?

It’s like building your business on a shifting sand foundation.

It’s like gambling your livelihood in an assumption that you can’t even control.

So here’s my suggestion…

Scrap that ’Nurture Email Sequence,’

In every email that you send to your subscribers, tell them about your product.

Not in a blatant way, of course.

But by seamlessly combining content with your promotion.

In other words, adding value while teasing them about your product.

Are You Playing the ‘Email Losing Game’?

When it comes to writing emails to their list, most people are PLAYING NOT TO LOSE instead of playing to win.

How do you know if you’re playing the losing game?

Here are some clues…

 You’re AFRAID to offend people inside your list so you try to be ALWAYS neutral.

 Your hands are sweating every time you send an email that includes a SALES PITCH.

 You don’t want to send a lot of emails because you FEAR that they will UNSUBSCRIBE.

Now, think about this…

🚫 Do you want to do business with a person who can’t accept who you really are — warts and all?

🚫 Do you want to have as a customer a person who doesn’t really want you selling to them?

🚫 Do you want to be with people who don’t really want to hear from you?

You see…

When it comes to writing emails, playing it safe hurts your business…

…It also hurts the people that REALLY WANT & NEED your help.

Why Not Being ‘Salesy’ in Emails is Actually Hurting your Business

I get it.

You don’t want to sound ‘salesy’ in every email that you send to your list.

Because you’re afraid that people will end up leaving your list if you try to sell them anything.

So you stick with adding value.

You continue telling them feel-good stories.

In your mind, you’re just a teacher, not a marketer.

Hoping to high heavens that maybe, just maybe, they’ll become interested in paying you to know more.

But here’s the brutal truth:

You’re not making any sales unless you actually sell something.

In short…

You need to be ‘salesy’

You need to be ‘salesy’ to sell that online course or program.

A good case study is Ben Settle.

If you’re subscribed to his emails, you’ll notice that in every email that he sends, he’s always selling something.

Sure, a lot of people are unsubscribing.

And yes, there are people who can’t stand it and just leave.

But here’s the interesting part…

The more emails he send with the intention to sell, the more money he makes.

Besides, if you’re not selling, you’re doing a huge disservice to your customers.

Anyway, that’s for another post…

For now, ask yourself…

“Why am I afraid to sell?”