In this latest Memo, I explain why free consultations or quotes can be detrimental to your lead generation efforts.

Instead, use phrases like "free inspection" or "analysis" to create a perception of value that resonates with potential customers.

By focusing on customer needs and showcasing your expertise with social proof, you can transform your marketing strategy and drive better results.

David Ogilvy's insights on customer psychology are more relevant than ever - make sure your advertising aligns with these principles to maximize your success.

To your success!