—artificial scarcity — solve a specific issue in a unique way. — resolves the specific issue in a way that is painless and optimally immediately or instant. —achieves dream outcome (what you promise) — The prospect/client perceives a good probability of achievement, I.e you are trust worthy and demonstrate knowledge and experience. — your brand encompasses virtues that align with your target audience and the above points. Value is NOT —“free xxxxxx item.” If it was valuable it wouldn’t be free. — If you don’t have a presence online, no one knows you, and you are unknown to all, what value do you have? — if what you’re doing has value, why do you need to state it? A lion does not need to convince you it is a lion. — leave the sales pitch “bonus value of $xxxxx” for the end, not when you’re trying to gather support and reputation — the more you ask, the less value you have. — the more you push how much “value” you give with a price tag, the less sincere it appears and more it sounds like a sales pitch.