Nate Tilley argues you should give prospects real value upfront instead of holding back. Small freebies and helpful interactions create word-of-mouth and return customers, like how a restaurant appetizer gets you excited for the meal.
When you go to a nice restaurant and they bring you that little entree and it gets your taste buds going crazy, you want to order the whole menu, right? So people are always afraid to give value and they always want to hide it. It's like the cheese in the mousetrap, like, like, just give them a bit of that cheese, you know what I mean? They're going to go tell all their friends and they're going to come back with a whole pack of mice to eat this cheese, and then it's going to be a much better situation. So I always look at, how can I architect a situation where that conversation with that contact with that prospect, they away better than when I found them?
