One Counterintuitive Principle That Will Make You Earn More

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Paulina Sáez

I hate when all I see on a website are Call-To-Actions aimed at helping THEM:

  • “Buy MY Program”
  • “Learn More About ME”
  • “Sign Up For OUR Newsletter”

Imagine if I invited you to my house and then asked you to clean it. That would make me a terrible host! Nobody would like to visit again.

We’d rather fill our landing page with buttons asking to book a call with us, without taking the time to earn credibility.

Starting your relationship with someone who’s just finding out about you with an “asks” wall sets the wrong tone. Why would they want to hear again from you? It’s no wonder they expect they will only get spammed if they subscribe.

Few Focus on Giving More Than Asking

Giving is what matters the most when it comes to earning people’s trust. So give more than you ask.

It sounds so obvious, but nobody does it!

My goal with this newsletter is to give away as much value as possible. To give even more, I created tools to help you on your business journey.

For example, I made the Productized Service Offer Guide available for free on the home of the website. It has the guidelines to create your offer and it includes a ton of examples (that I could not include in the newsletter edition) to help you create an offer.

This is the Notion Template I created that was built upon the Productized Services Issue

Giving Will Make People Buy from You

The reason people buy is based on a prediction of future value. So they buy because they predict that they will get value from you later. What is the easiest way to get someone to predict they’re going to get value from you? By giving them value before they buy.

~Alex Hormozi

Offering free resources is powerful because it tells your potential customers “This is what you will get when you buy from me”, and “This is the quality you can expect”. This is why food products are sampled in supermarkets.

You’re demonstrating to your clients that you can help them, and you start turning them into a loyal audience. This means you’ll get a higher conversion rate whenever you promote your product or service.

Value Drops Examples

Providing value can take many forms, such as free trials, templates, guides, infographics, checklists, e-books, or a sample of your digital product (e.g., one module from your course).

Take a look at these Value Drops examples from successful online entrepreneurs and creators.


  • Paul Minors, a productivity consultant and blogger, earns $120K/month from his courses and services. He offers resources on his website to boost productivity and guide users on becoming virtual consultants. His offerings include “blueprints” – PDF workflows complemented by a 3-part video training series sent directly to your inbox.
  • Adam Wathan, the mind behind Tailwind CSS (one of the most popular CSS frameworks), wrote the Refactoring UI book to help developers design beautiful user interfaces which earned him $230K in 3 years. Adam shares the first two chapters of his book for free on his website.
  • Brennan Dunn, created the Double Your Freelancing course to help freelancers earn more and achieve a life-work balance. He offers a free complimentary online course outlining a personalized action plan for raising rates.
  • Easlo makes $120K/year selling Notion templates. He gives free access to some of his personal and business templates on his website. These templates cover a wide range of topics, including Journals, Grocery Lists, Workout Trackers, Content Calendars, CRMs, and more, all designed to enhance your productivity and organize your life and business.


  • Vouris, a Go-To-Market (GTM) services company generating $1.4M/year, offers a 15-minute consultation call designed to deliver a 3-step action plan and identify the primary bottleneck hindering your business’s growth.
  • Search Logistics helps people boost search traffic and sales through SEO, link building, Google penalty recovery, and personalized consultation services. They give plenty of resources for free, including a 28-day SEO challenge, tutorials, and a backlink blacklist tool.
  • Markentive, a RevOps and growth marketing agency, provides a specifications template in PDF format to assist in managing CRM implementation and marketing automation projects efficiently.
  • Acclaim Agency offers a free website audit report. Unlike other automated audit tools, their service is made by humans and delivers personalized advice on speed, performance, accessibility, security, and UX, among others.


  • Tweet Hunter, a Twitter growth tool, got to $20K in Monthly Recurring Revenue (MRR) partly thanks to its free tools. In addition to a free 7-day trial for its platform, it gives various free tools to solve common issues faced by Twitter marketers. One such tool, which I’ve personally used, lets you know what are the optimal tweeting times for your audience.
  • Simple Analytics is a privacy-first Google Analytics alternative that started in 2018 and is now generating $23K/month. It not only offers a 14-day free trial but also a free UTM Builder to create tracking links for platforms like Twitter, TikTok, Facebook, and Google, simplifying campaign tracking.
  • Journalist AI is a service generating $20K/month by building high-quality articles with AI. On their website, you can get 3 free articles that are uniquely optimized for your niche. Additionally, they feature a free AI Paragraph Generator to create engaging content about any topic in any language.
  • The form builder Tally offers a wide array of form & survey templates catering to various needs including Creators, Product, Marketing, HR, Office, and Personal use. These templates are accessible without the need to sign up, showing a genuine commitment to providing value.

Value Dropping Tips

There’s no single best approach to providing value, but there are certain approaches that will raise your chances of failure.

Avoid these common pitfalls:

  • Offering minimal to no value: Anything you provide for free must be of high value. It should be juicy enough to entice people to say “I can’t believe this is free!”
  • Giving the same value drops as your competitors: Offering what everyone else does won’t set you apart. Investigate your competitors’ freebies and try to differentiate from them.
  • The value drop is not related to what you’re trying to sell: Free offerings should align with your main services or products, addressing the preliminary challenges your audience faces before they encounter your primary solution.
  • Misunderstanding your customer needs: Don’t offer solutions to problems that don’t align with your customers’ actual needs. Using a customer journey template can give you insight into their challenges, helping you make higher-quality Value Drops.
  • Investing too many resources: Make sure the free value you’re providing doesn’t detract from your ability to deliver your main services or products. Consider the cost of your offerings, such as the time spent on a free call, and ensure it’s sustainable within your customer acquisition strategy process.
  • Trying to solve too many problems: Focus on solving a specific problem well, offering a “quick win” that shows a single solution you can provide, rather than trying to address too many issues at once.

This strategy has been super effective for me. Within just a few days of publishing the free tools, I got a few sales and invaluable feedback. This approach not only helps in refine my focus on what truly matters but also lets me deliver even greater value at no cost.

What can you offer for free to make your customer’s life easier and gain their trust?

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Paulina is the creator and main writer at UpGroves. She spends her days analyzing how successful creators and entrepreneurs grow their businesses. She's a curious generalist that likes to spend her time going down on internet rabbit holes, reading, and walking in nature.

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