/ˈbo͞olēən/ A binary variable, having two possible values called “true” and “false.” 𝑛𝑜𝑢𝑛 Wtf does that mean, and why am I bringing up? When I started my online business I made VAGUE offers to a VAGUE group of people promising to solve a VAGUE problem. I made no money. When I promised a specific person a specific outcome, marketing and sales became easier because the offer was more attractive, and customers were more happy because it was obvious when the outcome was fulfilled. Boolean offer examples: Before: "To get in shape" After: "To bench 225lbs" Before: "To beat bad habits" After: "To never smoke a cigarette again" Before: "To reach their goals and fulfil their dreams" After: "To get a girlfriend in 90 days" Before: "To fix their sales problems" After: "To get a 35% close rate" Before: "To beat procrastination" After: "To get 4 hours of flow state per day" Before: "To feel more fit and healthy" After: "To feel zero lower back pain" Before: "To overcome addiction" After: "To completely stop drinking alcohol" Before: "To improve themselves" After: "To meditate, read, and journal everyday for 90 days" Before: "To make more money After: "To add $3,000/month in profit"