In marketing, the opposite of adding value isn’t subtracting value.

It’s asking for value.

Most marketing efforts are not marketing. 

It’s purely the old playbook of sales – old wine disguised in the form of a new wineskin that is called a webinar, blog, or something else. 

A simple rule to ascertain the direction of value is to check whether you are adding value or asking for it. 

If you are adding value, you are really marketing.

You are starting with a prospect and figuring out how to add value to their lives in the area of your offering. 

You win when you have added value.

If you are then also trying to ask for value, you are not just marketing. 

You are also selling, which makes it very obvious that you were not really marketing in the first place. 

You can either add value or create demand.

Or, you can ask for value or capture demand. 

Trying to do both together and calling it marketing is insane