A solo talk on why giving away too much free value actually kills your revenue. The speaker argues great marketing creates desire itself, not just motivation to act. His breakthrough was learning to give the minimum value needed to prompt action, then stop.
I wanted to believe that the more value I give away, the more money I was going to make. But I think that there is a point at which you give too much value, and I think that it actually hurts how much money you make. This is why I say that good marketing makes people want to do things, but great marketing makes people want to want things. And that's an important distinction. So the mindset shift that I made when I transitioned from not making any money from my list to actually making money and traveling around Europe, taking my grandma to Venice, buying an apartment cash, the main thing that changed was that I understood how much value I should keep and how much should I give away. The measurement I use for how much value I should give away is enough for them to take action and nothing more.
