It’s your fault!
That’s the honest truth that no one wants to hear.
It’s your fault you haven’t got what you wanted.
BUT you can’t actually say that.
Big surprise I know. If you tell someone they are responsible for being broke, fat, unlucky in love or whatever it is they won’t buy.
No one wants to admit they failed.
They want someone or something else to blame for it.
That’s why your offer must contain something they haven’t previously seen.
Something new. Something different.
Then they can see it’s not their fault even though we both know it is.
They have genuine hope that this time they will get what they so desperately want.
But remember the onus is on you to deliver. Or you’re just another seller of snake oil.
There are already too many of those. But I’m sure you are not one of them.