Giving a Free Course to All My Readers & a Deeper Promise to Provide More Value
Giving a Free Course to All My Readers & a Deeper Promise to Provide More Value
I Just Made the ‘EXPERTISE TO INCOME’ Mini-Course Free for All
What has been a 6-lesson mini-course for Pro-Level Members only is now available to all subscribers and followers.
I experienced a satori moment today
Like a mini-awakening…
In Zen Buddhism, satori is like a split-second mini-awakening; it’s a sudden moment of clarity similar to when we say “the fog lifted,” and we can instantly see the point, the idea, or the way forward with new insight.
My satori moment was like that.
It was like I was in San Francisco, standing at the edge of Pier 39 at Fisherman’s Wharf when the last of the mid-morning fog burned away and Alcatraz Island came into view with such clarity,I felt I could its rocky shores.
My satori had to do with value
Specifically, the amount I’ve been holding back from readers.
The golden rule of marketing is that when you give enough value to others, eventually they will give back to you (in sales, subscriptions, etc.)
There’s a kind of reciprocity at play in the Universe.
Newton’s Third Law of Motion states:
“For every action, there is an equal and opposite reaction.”
To illustrate this physically, I always think of myself getting on a skateboard for the first time.
As the skateboard shot forward from under my foot, my body fell backward onto the street—two opposite and equal actions—one caused by the other.
Baz’s First Law of Marketing states:
“To receive value (in customer loyalty, purchases, subscriptions, etc.), you first need to give them so much value that they feel compelled to repay you in some way.”
That’s what’s known as the law of reciprocity. It's a bit woo-woo, but whatever.
This satori deeply affected me. I immediately considered the free course EXPERTISE TO INCOME, currently reserved for my Pro-Level Members.
A question arose: “How does keeping this mini-course paywalled inspire my free subscribers to give back to me in comments or restacks if I’m unwilling to give them the course value in the first place?”
Yes, it was an incentive to become a paying member.
Yes, an annual subscription is still only $40/year
No, it wasn’t working well as a conversion factor…so why not give the course away and give its value to all readers?
With this in mind, the right course of action was obvious: I removed the paywall, and the course’s value is now shared with anyone who wants it.
Providing value is our first responsibility
As writers, that’s our job.
Plain and simple. But we will need to eat, pay the mortgage, clothe the kids and ourselves, and pay for the million and one things that everyone else has to.
How do we draw the line between giving value and giving away the farm?
Have you heard of The Bikini Principle?
At the risk of sounding misogynistic, a bikini reveals almost everything except the parts that complete the overall picture. You could say the same about a G-String, but I’m no expert.
When we discuss our solutions to the problems and challenges of our target audience, we often feel compelled to hold back and not share the complete picture for fear that our reader will figure out ‘our system’ (like we invented marketing 🙄) and never engage us for our services.
However, when we hold back that anticipated level of value, our Bikini Principle becomes the Winter Sweater Principle. 😬 This confuses our readers and makes us look fearful.
Here’s the conclusion I came to
Give more than you think you should. Give more and give often because here’s the truth:
Even if you show someone how to make money (via multiple income streams as I do here on Tiny Tribes🪶or my BTS program, 90% of those you share the full information with will NEVER DO ANYTHING WITH IT. 😳
That means even if I ‘removed the bikini from my BTS program and just put it out there for all the see’ only 10% of readers woulkd actually follow it.
This demonstrates why we can share value up the wazoo and still sell our solutions.
Humans want to led
For all our bravado, in our heart of hearts, we don’t want a DIY life.
We want trusted mentors to tell us what to do next. It’s strangely comforting, and it removes the risk of doing it wrong.
It’s like saying, “I trust you not to mislead me. I will follow your instructions.”
Where do you stand on the value question?
Do you give away a lot? Do you hoard the best parts and only reveal those to your most intimate partners? I’d love to hear about your take on this in the comments. 😎