A short YouTube monologue (Nate Tilley) advising founders on how to craft offers: avoid comfortable, lawyer-friendly offers that are safe but ineffective. Strong offers should make the founder uncomfortable and even worry legal counsel; the offer is the 'hinge' that matters more than traffic/ads—get the offer right before optimizing traffic.
Here is an almost guaranteed way to give yourself a 0% chance of success when launching a new offer. You want to sit down and put together an offer that makes you feel comfortable, or something that your lawyer feels comfortable with. That's what we call a loser. You want to take that offer behind the barn and shoot it? I'll save you the time. Instead, you want to get yourself in a place where you're putting down an offer onto a piece of paper that makes you feel incredibly uncomfortable. That it gives your lawyer a deep sweat. Because I have a saying that if the offer doesn't keep the founder up at night, then it simply isn't strong enough. And the offer that you make to your marketplace is the tip of the spear. If you get the offer wrong, you can never get the traffic right. Yet what most people do is they spend all of their time in the ads manager trying to get some advantage on the traffic side, rather than spending the time on the small hinge that swings the biggest door, which is your offer.
