We’ve started treating buyers like children.

I already have three. I don’t need to treat grown adults like they don’t know what they want.

And the clearest example of this?

The “value diet.”

“I’m putting my audience on a value diet…”

🤢

The marketing gurus have said that you shouldn’t give all the sauce away to your audience because then they won’t need you.

HA

HA

HA

Are we listening to ourselves when we say this?

Translation: I need you to pay because I don’t trust you and my scarcity is running rampant that if I’m too valuable, you won’t need me.

Meanwhile, I actively tell people not to work with me if they just want tidy information without doing the work.

I’m obsessed with the relationship.

It requires trust on the deepest level.

For someone to part with their cash, this is my minimum expectation; that we trust each other.

If cash is designed to be exchanged for value, I feel sad for those who think they should withhold value on purpose to see cash first.

It’s not that they shouldn’t get paid.

They should.

They’re just capping how much trust — and therefore money — they’ll ever earn.

The less valuable you are on the front end, the more backend trust you’ll need to build.

And you’re starting off on a pretty shitty foot because you don’t fully trust them to begin with.

So, why value diet if this is what you get?

• Relationships are cut short.
• Strategies supersede depth.
• You think the world’s playing a game you’re not allowed to win.

You want to live to your fullest potential and get paid accordingly?

Give as much value away as possible.

It’s a trust machine.

To get it you gotta give it.

Withholding value isn’t strategy.

It’s fear.

And fear won’t compound.

-C