Short YouTube video (shorts) by Nate Tilley arguing that prospects arrive highly skeptical (their "bullshit meter" is at 100%) and the way to overcome that is to provide clear, tangible value up front—through ads, landing pages, videos, and the delivery of the sales message—so prospects see the seller as legitimate and believe the offer will work for them.
If someone arrives on an ad, if they arrive on your landing page, if they're watching your video, their skepticism and their bullshit meter is already at 100%. And the only way to drain that skepticism is to provide value and to prove to that prospect that you are different to everybody else that's out there that's just trying to take their money and to prove that you can help them by actually helping them. If you do that, you basically remove, like, the biggest fil for people believing your sales message, which is, is this person legit? Like, is this thing gonna even work for me? So that's where you want to provide value in advance and have that your ads by themselves are of incredible value. And you're teaching somebody, you're helping them solve the problem in the delivery of your actual sales vehicle and in your message and your sales message that you're putting out there in the marketplace.
