“The Grand Slam Offer only becomes valuable once the prospect perceives The increase in likelihood of achievement, perceives the decrease in time delay, and perceives the decrease in effort and sacrifice.” - Alex Hormozi

You want to be ‘the guy’ who services ‘this type of person’ or solves ‘this type of problem.’ And even more niched “I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”

Hormozi Law: The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”

The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.

People want what other people want. People want things only a select few have access to.