The Art of the Offer

Nothing happens until something sells. You can build the most beautiful website, write a hundred thousand words, design a logo that makes you proud, and incorporate a company with a name that sounds like a hedge fund — and none of it matters until a single human being decides to hand you money in exchange for what you do. The offer is the moment that decision becomes possible. Everything else is preparation for it. I want to be honest with you from the start, because most writing about offers is not. Most of it comes from people who treat selling as a kind of dark art — a set of tricks for getting money out of people who don't really want to…