Leading with Value
Estimated time to complete: 4:20
Good vs. bad free value
Example — Cold Email Agency
Low QualityGeneric, not relevant, not useable. “Free PDF on how to get more leads with cold email”
Mid QualityNot unique, somewhat relevant, high friction. “Free audit of your current outbound setup”
High QualityPersonalized, relevant, easy to use. “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 | You offer something that directly solves a current pain or priority the prospect cares about right now. | Helpful, but it’s not clearly tied to their biggest problem right now. | You offer something they don’t need, can’t use, or don’t care about, or it solves the wrong problem. |
| Specific and Practical | Solves a clear, concrete problem with a (near) instant benefit. Doesn’t require an explanation | Useful and clear output, but not easy to implement | The value is vague, general advice, or needs a call, coaching, or more back-and-forth explanation before they can use it. |
| Unique | Feels custom to the user. Hard to find in your market. | A personalized variation to common offers in the market | Generic, gives impression of “freebie” giveaway PDFs/guides. No twist |