A short YouTube segment (by Eric Deeran) giving practical marketing/sales advice: when you lack case studies, "lead with value" by creating an outstanding, free resource to build trust and trigger reciprocity so potential clients feel they owe you. The speaker frames this as a tactic they used early on to compensate for limited social proof.
Say, if you can lead with value and put together a resource that's going to knock their socks off, you build a lot of trust there, because then it plays on the idea of reciprocity, where they feel like they owe you. So you can make up for not having a lot of case studies by just put together, putting together, like, a really good resource. And that's what I did in the beginning too. Like when I didn't have a ton of case studies, I just knocked it out of the park with the resource and really helped people with that, and then they felt like they owed me.
