Daniel Fazio breaks down three things that make an offer work: a clear, quantified result; a guarantee that protects the buyer if it doesn't happen; and proof you've delivered it before. Most sellers skip the proof, so they need a strong guarantee and credibility signals to get past the initial "is this a scam" check.
So, three components to an offer. There's the promised result. What is the raw quantification of what I will receive? Then what happens if I don't get the result? So the risk reversal, their guarantee, and then what is the evidence that you have done it before? Now, the problem with a lot of people is that they have precisely zero evidence that they've ever done it before, because they actually haven't. So how do you mitigate that and how do you maneuver this to actually get people to buy from you? And the answer is always that you need to have a risk reversal. Now, how do you do the risk reversal without, well, what if I do all this work for the client? And like, how do you maneuver around that? Then it goes into, okay, now you're sending cold emails. Here's what happens when someone gets a cold email for you. The first question they're asking, are you a scammer? So how do you answer that question? Do you exist on LinkedIn? Do you exist anywhere on the Internet? And the problem is, if you don't have these assets, precisely zero humans on the planet will ever give you money.
