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Read moreWhen the citizens of Troy wheeled a massive wooden horse into their city, they probably thought, "This will go great in the courtyard." Spoiler alert: It didn’t. Marketers still deploy the Trojan Horse strategy today but it's to win prospects over, not take them down.
The Trojan Horse Strategy: Lead Generation with Value-Driven Outreach
The Greeks used their Trojan Horse to catch their enemies off guard, proving that if you offer something intriguing enough, people will open the door.
In marketing, the Trojan Horse strategy means that instead of chaos, you bring value. Gary Vaynerchuk nails this in his book Jab, Jab, Jab, Right Hook: give, give, give, then ask.
The idea is simple: you deliver something so valuable your prospects can’t resist. By the time you introduce your services, you’re not just another sales pitch. You’re the helpful ally they’ve been waiting for.
The Trojan Horse strategy helps you stand out in a saturated market by building trust and credibility before pushing a sale. This tactic builds rapport and keeps you top of mind when prospects are ready to make a decision.
How to Lead (and Not Mislead) with Value
First things first, ditch the hard sell. Instead, think about what you can offer upfront.
At Growth Experts, we’ve tested this strategy with great success by starting with genuine value:
What could you offer that’s irresistible, memorable, and genuinely helpful?
Why the Trojan Horse Strategy Crushes Cold Outreach
Cold outreach has a reputation for being about as welcome as a surprise meeting. Response rates hover at a dismal 8.5%. But the Trojan Horse changes all of that.
Instead of a generic “Just checking in!” email, try these approaches:
When you lead with value, you’re no longer just a cold email in their inbox. You’re a warm opportunity.
At Growth Experts, we use two different Trojan Horse strategies:
Why the Trojan Horse Strategy Wins Every Time
Here’s why the Trojan Horse strategy works so effectively:
This isn’t just about being nice. It’s about psychology. Here’s why this strategy lands every time:
These principles make it easier to turn prospects into qualified leads—a crucial part of successful content marketing.
Use the Trojan Horse to Supercharge Your Content Marketing
This strategy isn’t just for cold outreach. Your blog posts, whitepapers, and webinars are mini Trojan Horses, too.
Take HubSpot, for example. Their free CRM tool is a classic Trojan Horse. Once users experience its value, upgrading to paid features feels like a no-brainer.
Ask yourself: What can you give away that solves a problem or makes life easier for your audience? That’s your golden ticket.
Avoid These Trojan Horse Pitfalls
Even the best strategies can flop if you’re not careful. Steer clear of these pitfalls:
What’s Inside Your Trojan Horse?
The beauty of the Trojan Horse strategy lies in its simplicity: give first, build trust, then ask.
Have you tried this strategy? We’d love to hear about your approach.
We’d love you to share it with your friends, colleagues or your marketing team.