The ‘hard’ part of entrepreneurship isnt a rocky cut scene. It’s years of… Not knowing if it’s gonna work. Being in over your head. Having your id… - Alex Hormozi

In an ideal world, a prospect would want to simply “say yes” and have their dream outcome happen with no more effort on their behalf. This is why “done for you services” are almost always more expensive than “do-it-yourself” because the person doesn't have all the effort and sacrifice. There is also a component of “perceived likelihood of achievement” difference as well. People believe that if an expert does it, then they will be more likely to achieve the outcome than if they try on their own.

Copywriting pro tip: If you can articulate someone's pain better than they can, they will believe you have the ability to solve it.

Focus on their pain, not your pitch.

At the end of the day, if there is a ton of demand for a solution, you can be mediocre at business, have a terrible offer, and have no ability to persuade people, and you can still make money.