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A lot of people are afraid of giving value (they want to charge for everything) and are optimising only for the short term win. The real secrets to growing a successful business are to provide as much value as possible, which proves to your prospect that you can actually help them. After that they'll be coming back for more, along with all their friends. So stop trying to put cheese in the mousetrap. Give them your cheese freely and you'll have a whole lot more mice coming for you.

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