The Problem With “Just Give Value”
The Problem With “Just Give Value”
If you’ve ever been told “Just give value and the sales will come,” you’ve probably asked yourself:
Okay… but how much is too much?
Share too little, and people forget you exist. Share too much, and they think they don’t need to pay you.
This is where the What vs. How Rule keeps you sane.
The Rule in Plain English
Free content = The what and why
Paid content = The full how
Your free posts tell people what’s possible and why it matters — they create awareness, spark interest, and show you know your stuff.
Your paid offer walks them through exactly how to get the result — step-by-step, with your full method, templates, or personal guidance.
Real Example
Let’s say you teach Instagram growth.
Free post:
“The 3 mistakes that keep your account stuck under 1,000 followers.”
Paid offer:
Your complete system for growing from 0 to 10K in 90 days — with scripts, posting schedules, and analytics breakdowns.
The free post helps them today. The paid offer helps them go all the way.
Why This Works
You give enough value to build trust without replacing your offer
Your free content is easier to consume — no information overload
Your paid content stays special, unique, and worth paying for
How to Apply It Instantly
Before posting something, ask:
Does this tell them what’s possible or why it matters? → Free
Does this reveal exactly how to do it? → Paid
If it’s creeping into the full “how,” trim it down for the public and keep the full version for your paying clients or students.
The Bottom Line
You don’t have to choose between being generous and making sales.
Share the what and the why for free. Save the how for people who’ve raised their hand, opened their wallet, and committed to the process.
