Hey Boss 👋 

Last week, I asked you to send me your biggest challenges when it comes to getting more signups and sales for your business.

Today, I’m answering a question I received in response to last week’s newsletter asking you to share the obstacles you face growing signups and sales for your business:

“How do I balance giving away free information to get people interested vs. asking for the sale to get them to join my group coaching program?” - David (BLAB user)

I understand wanting to educate your audience to prove that you’re an expert and gain your audience’s trust whilst balancing the very real need to get signups and grow your business. 

Let’s dig into it.

The 4:1 rule to build trust and boost sales 🎯

If you’re worried about giving too much away for free—or on the flip side, being too pushy—there’s a simple strategy I recommend: The 4:1 Rule.

Here’s how it works:

1. Focus on delivering 4x more value than you sell 💬

The idea is simple. For every 1 sales message you send, you should share 4 pieces of pure value. Think tutorials, free resources, blog posts, mini-trainings, quick wins, case studies—anything that educates, entertains, or helps your audience.

Note: You can certainly add soft sells to your free-value pieces, such as a P.S. in the bottom of your email reminding people to book a free consult call with you, but don’t make it the main point of your content. Focus on delivering value. 

 👉 The goal is to serve first, sell later.

2. Build trust and authority 🤝

People buy from people they trust. By leading with value, you position yourself as an expert who actually helps, not just another coach trying to make a sale.

👉 When people experience your expertise firsthand through your free content, they naturally trust you more—and trust leads to buying decisions.

3. Lower sales resistance 🚀

Nobody likes being pitched at all the time (not even you and me!). The 4:1 rule keeps your marketing from feeling like a constant infomercial.

👉 Instead, your sales offers feel like a natural next step because your audience already knows, likes, and trusts you. It’s the difference between pushing and pulling clients in.

4. Here’s an example 🛠️

Let’s say you’re launching a group coaching program:

• First, send 4 valuable emails/posts:
  

  • Share a quick win or tip.
    

  • Tell a relatable story with a takeaway.
    

  • Offer a free mini-guide.
    

  • Share a client success story (without pitching).
    

• Then, on the 5th piece of content, you directly invite them to join your program

This way, you stay top of mind, build goodwill, and set the stage for easier conversions.

And for when you do transition that lead from consuming your free content to becoming interested in your service, here’s a Tweet to get you thinking about your sales call structure:

Here are some resources to dive deeper into value-based marketing:
👉 Forbe’s take on the right way to sell without ‘selling’
👉 Hubspot’s 7 key principles of value-based selling
👉 How to use content marketing to build brand trust
👉 Try our free 14-day trial of Book Like A Boss!

In Case You Missed It 👀

Finding the balance between free content and making the sale doesn’t have to feel like a guessing game.

Follow the 4:1 rule—value, value, value, value, offer—and you’ll build deeper trust, stronger authority, and more sales over time.

You’ve got this!

Feel free to reply and share any struggle you’re facing to grow your signups and sales. I’ll address it in one of the next Bossitude newsletters!

Try Book Like A Boss for Free 👊

Try BLAB free - no catch, no hook, no commitment. See if you like it. What do you got to lose? (Other than all that back-and-forth scheduling stress, of course …).