Welcome to another issue of the no-BS newsletter dedicated to demystifying the world of passive income, where we share practical, reliable strategies to build and sustain income streams that work for you.

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In today's issue:

Here’s a controversial truth no one tells you:

Giving away too much free stuff can kill your business.

Yep, you heard me right. The strategy of piling on freebies, hoping your audience will magically feel “grateful” and buy from you later, is a broken model. 

And yet, so many marketers still swear by it.

They tell you, “Give lots of stuff away for free to create reciprocity!” But in reality, the more free stuff you give, the more you train people to expect it—without ever pulling out their wallets.

Let me tell you why.

The Reciprocity Trap Is Not Working Anymore

This whole idea of reciprocity comes from an excellent book, Influence, by Robert Cialdini. It’s a solid read, and the principle itself is sound: when you do something nice for someone, they feel compelled to return the favor.

But here’s the problem—this concept has been used and abused by marketers for years. 

Back in the early days of internet marketing, the freebie approach worked like gangbusters. You’d slap together a valuable eBook or some juicy video series, and—boom!—people would feel obligated to buy your stuff.

But today? Forget about it.

Consumers have caught on. They know they can take your freebies, bounce, and never look back. 

They’ve been conditioned to collect without committing.

It’s like when Wi-Fi first appeared in coffee shops. Remember how excited you were to get free Wi-Fi? 

Now it’s expected, and if a café doesn’t have it, you’d probably leave.

“Moving the Free Line” Doesn’t Work Anymore

There’s even a term for this concept. The idea is that if you keep pushing the boundaries of what you give away for free—almost bleeding into your paid content territory—your prospects will be floored. 

They’ll think, “If he’s giving away THIS for free, imagine what I’ll get when I pay!”

But guess what? That’s outdated advice. And here’s why:

People no longer value the free stuff. They don’t look at you as an authority—they look at you as a chump who gives away everything for free.

Worse, if you keep piling on the freebies without asking for anything in return, it positions you as someone they look down on rather than up to. You’re no longer the expert. You’re the guy handing out candy in the park.

And I Refuse to Play the “Freebie” Game

I stopped handing out freebies left and right because I realized I was turning my list into a bunch of freeloaders. They’d stick around as long as I kept feeding them free value but never once considered paying for anything.

That’s why, in my List Builders Pledge, I make it clear: I don’t give stuff away just for the sake of it. I create value. I deliver real solutions. But I don’t do it without making sure I’m building a relationship based on mutual respect.

Because if people don’t value your stuff enough to pay for it, they’ll never respect you as an expert. And without that respect, you’re dead in the water.

So, the next time someone tells you to “give more to get more,” remember this:

Giving value doesn’t mean giving away your business for free. It means setting boundaries, delivering results, and being seen as a true expert—not a freebie vending machine.

As our way of saying thanks for subscribing to the newsletter, we’d like to ship you a free copy of the Amazon best-seller List Building Lifestyle: Confessions of an Email Millionaire. This book shows how to build a scalable passive income online even if you’ve got no previous experience.

Claim your no cost copy by texting the word BOOK to +1 833-259-7282

You can also just click the button below if you’re reading this on your mobile device.

This book costs $20 on Amazon, but if you text the word BOOK to +1 833-259-7282, you’ll receive a special link allowing you to get a free copy of the book plus $3,251.88 in bonuses (just chip in on S&H).

When I say “big dogs,” I’m talking about the top marketers and industry leaders who seem untouchable. They’re the ones with huge lists, fancy reputations, and flashy launches that make smaller players feel like they don’t stand a chance.

But here’s the mindset shift you need to make: just because they look unbeatable doesn’t mean they are.

Most people assume these “gurus” have it all figured out, but behind the scenes, things aren’t as perfect as they seem.

Reason #1: Big Dogs Get Lazy.

Once they reach a certain level, they get comfortable. They stop doing what made them successful in the first place—like mailing their lists consistently. They lose touch with their audience, and their engagement drops. Just because they were successful doesn’t mean they’re staying sharp.

Reason #2: They’re Coasting on Old Wins.

Many are still riding on the success they had years ago. Their once-massive lists have shrunk, and they haven’t adapted. I’ve seen this firsthand—big names who claim to have huge audiences now struggle to get clicks and can barely fill a webinar.

Reason #3: Small Players Can Outwork Them.

The biggest advantage a smaller player has? Hunger. The bigger they get, the more distracted they become with new projects or personal problems. Meanwhile, if you’re still hungry and focused, you can out-hustle them with a smaller, engaged list.

The Shift: Stop Seeing Yourself as a Small Fish

The next time you look at one of these “big dogs,” stop telling yourself they’re out of reach. They have their weaknesses, and you have your strengths.

Your small list, when treated right, can outperform bigger lists that have gone cold. Your personal touch and relentless focus can do what laziness and reputation never will—create real, loyal buyers.

If you’ve been holding back because you see yourself as “too small,” it’s time to shift that belief. The real battle isn’t about list size or reputation—it’s about consistency, engagement, and hunger.

If you’re willing to stay hungry, you’ll have more than a fighting chance.

Everyone seems to be talking about the CPA marketing model. But, what is it and how can anyone make money off of it? 

Tune in to learn how you can make thousands of dollars per day with CPA marketing.

If you’re feeling stuck, overwhelmed, or just plain confused about what it takes to build a successful business, “The Answer by John Assaraf” is a must-read.

Assaraf dives deep into how our subconscious beliefs shape our business outcomes and shows how to reprogram your mind for success. But this isn’t a typical self-help book—he blends mindset mastery with actionable business strategies.

Think of it as a step-by-step guide to creating the life and business you want from the inside out. From defining your vision to executing it, this book is packed with practical advice that you can apply whether you’re just starting out or looking to scale.

The Answer will help you get out of your own way and finally start turning your goals into reality.

I'm the key to unlocking treasure, 

Turning visitors into pleasure. 

I'm more precious than gold, you see, 

But often overlooked, sadly.

What am I?

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