Last week I went to Russell's newest event.

There were a few moments that really landed for me.

Two of them were about the same thing.. How a good offer quietly dies.

Because you can build something that looks great.

Then you launch it..

And then you watch it just sit there.. crickets.

If that's happened to you, here's a big reason why.

First up.. The Yard Sale.

OK so you finish your offer..

Then you start piling on bonuses to make it look bigger.

An old course. A pack of templates. That thing you spent days building.

It feels nice. But it's killing your offer.

Every piece you add that doesn't get them closer to the win makes it look like a junk pile.

People pay way more for a result than for a pile of stuff.

McCall gave three quick tests for what gets to stay:

- Good on its own? Not enough.
- Took you forever to build? Not enough.
- Someone paid for it before? Not enough.

If it doesn't move them down the path ot success, it stays out.

Second one.. and this is my fav..

Your framework is not your offer.

You spend years building your way of doing the thing you're great at.

Then you sell it as "module one", "module two" as separate products..

Your framework is not the offer..

Your framework is the map of transformation.

It's the essence of how you got the result and how others can do the same..

But a map by itself isn't something people line up to buy.

The offer is what you build around the map.

A lot of smart people are selling the map on its own.

Then they wonder why nobody buys.

This is why..

🚀

​- James