This refers to the idea of getting the recipient ready to receive an offer by "setting up" the correct state of mind beforehand.
Hitting someone who agreed to receive a free marketing report with a hard-sell offer too soon gives a bad "bait and switch" impression.
It is far more effective to first build credibility and then ask for the sale.
Depending upon the complexity of the product or service being offered, it may take 3 to 7 contacts or "hits" to build the relationship to the point where they are ready for the offer.
Conclusion – Work on the relationship with your contacts, instead of hitting them with a hard-sell offer in your first e-mail.
