Is more value, better?

Let’s see:

Which is the better referral incentive: 10% off your next order, or an immediate cash reward or movie ticket or similar? It depends on whether your goal is repeat behaviour or value maximisation. They’re not directly connected.

Which is the better closed-wallet offer: a single page Word document that solves a small problem right away, or a 200 page PDF that solves a slightly bigger problem? It depends on whether your goal is for people to actually take action, or value maximisation. They’re not directly connected.

So. Is more value, better?

It doesn’t matter: if the goal is to help people move forward from Problem to Solution, make that the focus, instead.