Deposits and Withdrawls

Just like a bank you need to balance how much you deposit and withdraw from your audience. 

The golden rule is to deposit more than you withdraw, overtime. 

Which means you need to be adding value more often than asking for some in return. 

Too much of marketing is, hey go fill out this form to get this. Or book a demo and after 25 discovery questions, you might see the software. Or you get an email and it contains very little value and instead you have to click on links that take you to a site with a pop-up that annoys the heck out of you. 

The point is, give more value [deposits] than you ask for [withdrawals].

If you're always asking for a meeting or to book a demo, the chance you win the long run is going to be slim.