Yesterday I told you that an offer is a path, not a pitch.
Today, let's talk about what your customer is actually thinking when they hit that page.
Because it's probably not what you assume.
Most founders think customers are asking: "Is this product worth the money?"
But that's not the real question.
The real question is some version of …
"Is this enough?"
"Is this too much?"
"How long will this take?"
"How do I know if it's working?"
"What if I do this wrong?"
These aren't objections. They're path questions.
The customer already believes your product might work. What they don't trust is themselves.
They're not sure they'll use it right. They're not sure they'll stick with it. They're not sure they'll be able to tell if it's working before they give up.
This is starting uncertainty.
And here's the thing ... your offer either resolves it or ignores it.
When you give someone a menu of options with no clear recommendation, you're asking them to figure out the path on their own.
Most won't.
They'll hedge. Buy the smallest option "just to try it." Evaluate too early. Decide it didn't work. And leave.
Not because your product failed.
Because they never got on a path.
The fix is simple (but not easy) …
Your offer needs to answer the path questions before they're asked.
Here's where to start
Here's how long to give it
Here's how you'll know it's working
Here's what to do next
When you do that, the decision feels safe. And safe decisions convert.
Tomorrow, I'll show you the most common way founders accidentally sabotage this ... and it looks like being helpful.
See you tomorrow,
Jeremiah
P.S. Think about your best customers. The ones who stuck around and got results. What did they buy first? How long did they give it? That's probably your real path. The question is whether your offer makes that path obvious.
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