Not long ago, I met with a founder who was genuinely confused.
Her ads were crushing it. Click-through rates were strong. People were landing on the page, reading the whole thing, adding to cart ...
And then just ... stopping.
Not bouncing. Not complaining about price. Just freezing.
She'd tried everything: urgency timers, social proof, better testimonials, a "save 15%" badge on subscription. Nothing moved the needle consistently.
Here's what I told her …
Your customers aren't stuck because they don't believe you. They're stuck because they don't know how to start.
Let me explain.
The moment nobody talks about
There's a specific moment that happens after you’ve dialed in your messaging.
Your customer reads your page. They feel seen. They think, "This is exactly what I need."
But then they hit your offer … and suddenly they're asking a completely different question.
Not "Do I want this?"
They're asking …
"Is this the right way to start?"
"Is this enough?"
"What if I do this wrong?"
"How long will this actually take?"
And if your offer doesn't answer those questions clearly, they do what confused people always do …
They pick the smallest, safest option. Or they leave.
Not because your product isn't good. Not because it's too expensive.
Because belief without a path creates paralysis.
Here's what that looks like in your dashboard
You'll see …
Conversion rates that feel ... inconsistent
Lots of people buying once and disappearing
Customers gravitating toward your smallest offer (even when you "recommend" the bigger one)
Support tickets asking "Is this normal?" or "How should I use this?"
Sound familiar?
Most founders interpret this as a pricing problem or a product problem.
It's neither.
It's a starting problem.
Your offer isn't giving people a clear, safe first step. So they hedge. They under-commit. They try it for two weeks, don't see dramatic results (because the real timeline is longer), and quietly decide it "didn't work."
No complaint. No refund request. Just ... gone.
The trap almost everyone falls into
When founders see hesitation, they reach for the levers they can pull fast:
Discount harder
Add more bundle options
Push subscription with bigger savings
Crank up urgency
Sometimes it works short-term. CVR bumps for a week.
But then refunds creep up. Churn gets worse. Support gets flooded. Cash flow gets spiky.
Because you didn't remove the uncertainty … you just bribed people to ignore it.
And that always leaks downstream.
What I want you to think about this week
Here's the simplest diagnostic I know …
"If my best customer followed our offer exactly as presented … without any extra explanation … would they be set up to succeed?"
Not "would they buy."
Would they succeed?
If the answer is anything other than a clean "yes," your offer isn't a path yet. It's just a menu.
And menus create hesitation.
Tomorrow I'm going to walk you through exactly why the "one-bottle default" destroys retention … even when your product actually works.
(It's one of the most expensive mistakes I see, and almost nobody realizes they're making it.)
If this is hitting close to home, just hit reply and tell me what you're seeing in your own dashboard. I read every response, and I'll tell you what I think is actually happening.
See you tomorrow,
Jeremiah
P.S. … The client I mentioned at the top? We rebuilt her offer around a clear "start here" path instead of a bundle matrix. Conversion improved a little. But the real win showed up 60 days later: fewer cancels, fewer confused tickets, and way more predictable reorders. Clarity compounds
100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.
There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.
Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This may include changing the specifics of their industry, what actually happened, or what we developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.