A creator tested two emails: one emotional case study got client sign-ups, the other a detailed step-by-step guide got nothing. He now believes you should keep your best actionable content behind a paywall and use emotional stories to pull people in instead.
I want to say something I changed my mind on. If you give away the sauce for free, people will pay you to cook it for them. I was wrong. I do not think that is a good take anymore because when was the last time you got a ton of money from people? It's like, this is enough for you to do the thing and be like, let me just pay him instead of like doing the thing that he just gave you the entire playbook. Eddie covered this on the spot. He gave away two emails, one which was really emotional and showing a case study, and another one which he gave the entire guide on how he runs his business. The emotional one that was a couple hundred words completely outperformed. Like the other one got no responses. This one got like 7 clients or something. So that is one take I had that I now really disagree with. Don't give everything away for free. Keep the good stuff inside. You make people emotional with your content and then you give them value behind closed doors. That is my opinion.
