It adds a lot of nuance actually. They can't say to the public that NATO proactively wants a country to join, as that would sound as an expansionistic move, so what more probably happens is that NATO first reaches out to countries that are considered strategically useful offering them a deal. Then the public is sold the narrative of the free country wanting to join NATO, that generously welcomes them under their protective wing against the evil villains. There is no other way to sell to your electorate joining NATO.

Sure there is. "Look at what happened to Ukraine".