Show Notes

Your bestseller may be the product keeping everybody busiest, not the product making the business the most money.

That’s a hard sentence

How to Price Products for Profit — Not Just Revenue You can sell out and still lose money.

A sold-out product can be a financial emergency wearing a very cute label.

That sounds

The customer buys. 

The order ships.

Customer service never hears from her.

And everybody quietly marks that order as a success.

But here’s the problem.

Silence doesn’t me...

A repeat customer could see a picture of one of our products, click buy, and be done. 

A brand-new customer could look at the exact same product and have four questions before

You can do all the work to earn the click and lose the sale one second later with the page you send her to. 

We did.

We sent an email about one product for one very specific

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