Dear Chase,
If I had a nickel for every time I heard the following sentence as a kid, I wouldn't need to write emails for businesses online.
"If you don't have anything nice to say, say nothing at all."
All right, Mom.
I'm gonna change it up for the gurus (or guru marketers) in your audience.
"If you have no value to provide on the front end of your funnel, provide nothing at all."
I've been watching a lot of these info-product gurus like hawks lately.
Studying what they're doing, what they're selling, and how they're selling it.
I'm also known for being one of the most notorious pocket watchers in the industry.
I have no shame in asking around to figure out how much someone's doing in revenue.
I want to know. And I will know.
And, in my pursuits of espionage, I've learned quite a bit.
The guys who provide the most "value" on the front end to attract customers end up making far less money than the guys who just "sell the model".
I'll give you two examples:
One guy teaches real estate wholesaling.
He's a super charismatic young guy, has about 100k followers on IG, even more on TikTok, and most of his videos showcase exchanges on the phone with sellers.
He'll make short-form videos showing how he's able to lock in contracts with homeowners, and they're super helpful.
He gets great engagement and people love him.
His coaching offer does about $100k a month.
Not bad, I guess.
The second guy teaches some cryptic "AI agency" business model.
50k followers on IG, basically no YouTube or TikTok, and runs a small budget to some retargeting ads.
Not really sure what it actually is, because he doesn't talk about it.
He makes videos about how this business model gave him financial freedom, and he makes millions a year from it.
He lives in Dubai, has a beautiful wife, and lives a great life.
How does he live this great life? I suppose, from this AI agency.
His coaching offer does $500-600k a month.
That's strange.
Why does the guy who provides SO much value to his audience every day make 5x less than the guy who shows off his lifestyle?
Simple answer.
Curiosity books the call.
Salespeople close the call.
Money hits the bank account.
On the flip side, the "helpful, valuable" content provides no curiosity.
There's no gatekeeping what's actually taking place behind the scenes.
Not only is there no curiosity, but people probably know enough about the model that they could go and figure it out on their own.
No reason to buy the $3000 product.
Here's the thing…
MOST people should not be "providing value" top of funnel.
It's just not helping the cause.
Hormozi can "provide value" up front because he knows enough that he can show you 5% of what he knows, and you're mindblown.
You, as a guru, are putting 80% of what you know out to the public for free. And there's not enough value in the remaining 20% to justify a high-ticket product.
So, stop doing it.
Seriously.
If you're trying to change the world and give out a bunch of advice for free, go for it. And thanks for doing it.
But if you're trying to build a business that puts good leads on a calendar for closers to collect from, you need to gatekeep what you know.
Just being real.
This doesn't mean you shouldn't help people, I'm just saying that you're shooting yourself in the foot when you put out the strategy for free.
People will be mad at this, I'm sure.
But you are not a bigger pocket watcher than I am, and you don't have the data to back up your opinion.
Unfortunately, I'm right about this. I wish it wasn't so, but it is.
What do you think, Chase? Let me know.
Yours truly,
Alex.
Sent from my LearJet otw to Dubai to film ads | 
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