6 Apr 2026 · 5 min
An imperfect offer that people see consistently will always beat a perfect offer nobody knows about. Steve Lichtman argues visibility, not the offer itself, is what kills most businesses. Reach out to three people in your network each week for genuine conversation, no pitch.
Episode 37. I don't know why I say the episode numbers when I start now. It just seems to feel like, I don't know, I could add some more gravitas to it. Like I'm, I'm, I'm doing it, man. I'm putting the effort in and I really am. And I'm really hoping that people are enjoying it. Uh, today I wanna bust out one of the most common things, right, that I hear when someone's business isn't where they want it to be. My offer needs work. I hear that all the time. My offer needs work, Steve. My landing page sucks. All right. So they go back and they rebuild the program. They restructure the package. They'll rewrite the sales page 100 times over, right? Landing page hell. And then they, they wonder why nothing has changed. The results stay the same. And here's the truth that it might set you free. It might also piss you off and make you wanna turn off the episode. You know, that, that your offer probably isn't the problem. Your visibility is, right? An imperfect offer that people can see will always outsell a perfect offer that's invisible every single day of the week, every single day. And I'm, look, I'm not saying here that your offer doesn't matter. It totally matters. It absolutely matters. But there's a sequence here, and most business owners are getting it backwards. They're over-engineering the product and they're under-investing on getting seen. So you spend all this time and energy building this amazing, amazing product and crickets. That sucks. But let's think about it this way. If 10 of the right people actually saw what you do this week, Would any of them want it? Answer that honestly for yourself. If the answer is yes, you have an offer. You also have a visibility problem. If you answer no, well, you gotta go back to the drawing board, right? If you don't, if you don't have something that people would even want, well then you gotta get back to the drawing board and start over. That's fine. But this is for the people that said, yeah, I have an offer, but then nobody's saying it. Nobody's engaging it. So how do we fix the visibility? Well, there's a lot of ways that we could fix our visibility, right? Number one, you show up consistently in the places where people are. Might be LinkedIn, could be X, could be Instagram, could be TikTok or YouTube, could be somewhere else. It could be Medium. If you're an article writer on Medium, it could be a million other places. Could be the podcast. Maybe it's your emails. You know, you talk about the problems your clients are dealing with. You share your thinking. You stop hiding all the good stuff behind a paywall that nobody's found yet. Like, if you put everything behind a wall and nobody knows it's there, then nobody knows you're there. Think about that for a minute. If you hide all of your content behind paywalls, or you hide all your content behind private one-on-one consulting and one-on-one meetings and one-on-one this and sign up for that, and there ain't nothing out there for the universe to know who you are or what you are or what you can do, you've got no visibility, man. You're just, you're in the shadows. You're not even building in secret. You're building invisible. That's really bad. That's an, that's an invisible offer. I'm gonna be mad. So here's this week's move. Here's what I want you to do. I want you to reach out to 3 people in your network who could either use what you do or refer you to someone who could. Not a sales pitch, just a regular conversation. Just, You know, visibility starts in conversations. So just open up conversations to people that, you know, don't sell them. We're not, we're not talking about making a pitch here. Just reopen the conversation with these people. Start talking to them again. Like, be, be seen, be alive. Because your offer is probably fine, but you gotta get it seen. And if you just sit quietly on LinkedIn all day and just look at other people's shit and just click like. Nobody sees you. Nobody remembers who's individually liking them. That's bizarre to even think that that could be a reality, especially with anybody who's got some, you know, traction on their account. If they're getting hundreds of likes and comments and whatnot, they absolutely don't see you. So get seen. Okay. And here's the riff of the episode. We're gonna keep this one short and sweet. An imperfect offer that gets seen beats a perfect offer that's invisible every time. Put that one in your pipe and smoke it, folks. I'm Steve Lichtman. This was Unfiltered and Unshakeable. And as always, thank you so much for being here.
