The art of the offer from Kay Allison via Rusty Blazenhoff:

How to craft an offer. And, as it turns out, an offer isn’t just telling people what you do. No, no. As I’ve learned, people don’t buy what you do. They buy the promise of transformation.

a great offer doesn’t just describe. It shows you the outcome. It paints a picture of what life looks like after you say yes.

People don’t buy a widget, they buy an emotion.

They buy their way to an aspirational state.

They buy a future in which they’re a different version of themselves than the one of now.