Entrepreneurship is a never ending cycle of making something happen faster while also being dis

0:00If you nail the offer, in a lot of ways, nothing else matters. It's just getting it right is so hard. But there's nothing that you can do that can make your business have a bigger step change in your business's revenue and profit than really making the offer better. People think the prospect is an idiot, but she's your wife. We talk to these amorphous masses, but it's like they're real people who are intelligent, who can make decisions, and they know when something smells off, and they know when something is a good deal. You can only do so much dressing up with the copy and the words and the persuasive elements because at the end of the day, you should be able to make the pitch by just stating the offer and pointing to how to pay, and people should buy. The rest of it is dressing. It's just tweaks. It's just improvements. But the biggest improvement overall is going to be what the thing you sell is.