We could describe the kind of person we thought our customer was. 

We knew about how old she was. We had a pretty good idea whether she was buying for herself or her family.

I can’t tell you how many times I’ve sat in a meeting with a whiteboard full of words trying to find the perfect way to explain a product. 

We change the headline.

Change it

We Listed Every Detail — And Left Out the Reason to Buy 

I remember looking at one of our candle product pages years ago.

We had talked about the wax, the wick, the jar, the

The Ten-Second Test Our Homepage Couldn't Pass 

I opened one of our own websites on my phone and tried to look at it like I had never seen the business before.

That sounds si

The Product Made Sense — Once I Explained It 

I’ve walked into retail meetings carrying boxes of samples and knowing I had only a few minutes to make the whole product line ma

The Sale Looked Great — Until We Saw What We Kept 

We’ve run promotions that looked really good from the packing table.

Orders were coming in. The label printer was going. Bo

She Thought She Needed More Traffic. She Didn’t. 

One business owner came into our conversation already knowing what she thought she needed.

More traffic.

More people on the we

Stop Creating New Products — Sell What You Already Have 

In one of our product businesses, we had built a pretty full catalog.

We had different products, different versions,

Why One Platform Is Keeping Your Business Stuck 

Not long ago, sales for one of our product lines on a marketplace dropped by about half.

Half.

That gets your attention pretty