Is There a Shift in Messages With Hooks That Work?

You tend to, a, at first be over confident in your abilities, and then you become under confident. So there's the spectrum that you're trying to take them on. And you know that journey is in there. They're go on that journey psychologically. The ones who are closer, the ones who are further away from the goal are more attracted to the the outcome. As they get closer, they're also scared craplis of the failure part.