Leading with Value
Video coming soon
Good vs. bad free value
Example — Cold Email Agency
Low Quality“Free PDF on how to get more leads with cold email”
Mid Quality“Free audit of your current outbound setup”
High Quality“Pulled 3 cold email sequences your competitors are running — here's what's working and the exact subject lines getting 40%+ open rates”
| Category | High Quality | Medium Quality | Low Quality |
|---|---|---|---|
| Relevance | Directly solves a current pain the prospect has | Helpful, but not their biggest pain | They don’t need, can’t use, or don’t care about it |
| Specific and Practical | Solves a clear, concrete problem with a (near) instant benefit. | Useful and clear, but not easy to implement | Vague, friction before use (e.g. a call/explanation) |
| Unique | Feels custom. Not commonly given | Personalized variation of common offers | Generic, feels like “a freebie” |