Daniel Fazio breaks down the cold traffic triangle: a quantifiable result, proof like case studies, and a guarantee. He says a viable offer needs at least two of these three elements, though all three converts best. Guarantees dramatically increase conversions.
The anatomy of a cold traffic offer. How do you even build these in the first place? The cold traffic triangle. Just imagine a triangle. You got quantifiable result at the top. Then you got proof over here on this side and then guarantee on this side. So quantifiable result, proof, which is like case studies, and then guarantee, which is a risk reversal. If you wanna have a proper cold traffic offer, you need at least 2 of those. That's it. You could have a guarantee and case studies and not promise anyone a specific result and you'd be good. You could promise somebody a specific result and have proof and no guarantee, and you'd be good. You can promise somebody a specific result, have a guarantee but no case studies, and you'll be good. You need at least two. If you have three, it works even better. So you just if you have all three, I'd say just can use all three. I put guarantees on all my all literally every single offer I have that I sell has a guarantee on it. All of them. Why? Because it just works better. You just get way more people to buy this because it's just a risk reversal. People throw fit about guarantees all the time. What if I have to give a refund? Then you have to give a refund, bro. Up.
