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Have you ever exchanged gifts with someone and only to learn that the present you got them is waaaaay more expensive then the one they got you?
Awkward!
In this Valentine's Day podcast on connection and mailers, I talk about how social currency and exchange works much the same way. If you're asking someone for their email, and you're giving them something in exchange you want it to be roughly equal in investment. Sometimes that's the newsletter itself and sometimes it's a little more.
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