Everyone says your offer needs to be "bold" and "compelling" to sell.

They say you need to make bigger promises, paint the transformation, and create an irresistible hook.

All of that is true.

But it’s not enough.

Here’s the uncomfortable truth:

Nobody buys an offer that feels risky.

If people think they’ll waste their money, time, or energy — they’ll scroll past it.

Even if the promise is huge.

That’s why the "big, bold, crazy" approach only works if people feel safe buying it.

This is something I didn’t realize early on.

I had an offer that made huge promises. Big results. Big outcomes.

But...

... There was no social proof. No guarantee. No "this has worked for people like you."

It felt risky.

So people didn’t buy.

That’s when I learned one of the most important lessons in offer creation:

The safer your offer feels, the more people will buy it.

To do that, I started using a copywriting system called N.E.S.B., from Kyle Milligan.

Here’s how it works:

1️⃣ New — People love new, exciting ideas. “This isn’t like everything else you’ve tried.”
2️⃣ Easy — People want big results with less effort. The easier it feels, the more likely they are to buy.
3️⃣ Safe — This is the game-changer. If people feel like they’re "taking a risk," they’ll walk away. But if it feels proven, tested, and safe, they’re all in.
4️⃣ Big — No one wants small results. If they’re going to put in the effort, they want big outcomes in return.

Most people focus on the "N", "E", and "B".
​But it’s the "S" that makes people buy.

Because if it feels risky, even the "best offer in the world" will flop.

If you’re selling something right now and people seem interested but hesitant, this is probably why.

✅ They like the idea.
✅ They want the transformation.
❌ But it doesn’t feel safe enough to say yes.

The good news?

There are simple ways to remove risk from your offer and make it feel like a "guaranteed win."

I put together a quick video that walks you through it step-by-step.

You’ll see:

• The 4 ways to make your offer feel safer (so people feel comfortable buying)
• Why risk is the #1 sales killer (and how to remove it from your offer)
• How to apply the full N.E.S.B. Framework to make your offer more compelling, easy, and irresistible

​👉 Watch the video here​

This is one of the simplest, fastest changes you can make to your offer.
If you only make one shift, make it this one.

Speak soon,

Pete "safe, not sorry" Boyle