Every ad MUST have an offer. But, it’s not the offer that makes you money. Not directly, anyway. This offer… it’s the ignition. The spark. The thing that gets your sales engine running. A good “attraction” offer fills your pipeline with: → Buyers who show up → Buyers who aren’t broke → Buyers who actually want what you sell But a bad offer? Boy howdy! A bad offer fills your world with “cheaples.” (Translation: broke, entitled, weirdos) And then you blame the ads… When the real problem was staring you in the face the whole time. The offer. Look. I spent years testing this. Burned through millions in ad spend! (maybe, I’m not really sure how much… but it’s mucho) Dealt with no-shows. Tire-kickers. Until I figured out how to do it right. There are TWO offer types that create a pipeline full of motivated prospects. Here they are amigos: The Test Drive Offer The “Let me feel it first” offer. Quick win. Instant proof. Perfect for skeptical markets. This offer says: “Don’t trust my words. Trust your experience.” Think: free sample, demo, trial, workshop. Something that lets them experience the result before they buy the thing. ⸻ The Self-Discovery Offer The “Show me who I am” offer. Insight. Clarity. Identity shift. Perfect for curious markets. People who want… No. People who need to understand the WHY behind their problem. This offer says: “Let me reflect your problem so clearly, you can’t unsee it.” Think: quiz, assessment, audit, scorecard. Something that shows them exactly where they’re stuck (and why). ⸻ I’d to do them right… Both create momentum. Both create desire. Both filter out the wrong buyers before they ever waste your time. Because when it comes to Ads… Ads don’t build your business. Offers do. Ads just deliver the offer. The offer decides who shows up. And who shows up determines whether you scale… Or suffer. Pretty dang sure exciting, eh? I’m breaking all of this down in my new book “These Leads Suck.” Coming soon in stores everywhere in January! The exact frameworks.