What won’t they dare do

What won’t they dare do?

A money-back guarantee? “That’s crazy, we can’t afford that!”

A cheaper option? “That’s crazy, we can’t sustain that!”

A more expensive option? “That’s crazy, no one will pay that!”

A version that lasts forever? “That’s crazy, no one will value that!”

A version that only lasts one week? “That’s crazy, people want longer than that!”

See how every single one has a knee-jerk reaction about how it can’t be done?

Those knee-jerk reactions are lazy. Of course they can be done.

The question isn’t whether or not it’s possible.

The question is which ones do your audience want, that you dare do?