Being cheaper is one of the easiest ways to differentiate yourself. It is also one of the most dangerous. If your main message is: “We cost less.” you are teaching customers that price …
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Common Thought Traps When Starting a Business
A surprising amount of business difficulty happens before you ever test anything. Your brain predicts what customers will think, what you are allowed to charge, which people will talk to you, and …
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Learn to Notice Patterns in Your Business
A business constantly produces clues. People: One occurrence may be random. A pattern is different. If the same thing keeps happening, there may be an inefficiency somewhere in the …
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Examples of same product and different positioning
Underlying product / skillTarget audienceWhat they actually valuePossible offer / hookLikely pricing logicEnglish pronunciation helpCasual language learnerSound better, feel more confident“Improve …
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The Danger of Pricing Too Low
Charging too much can obviously be a problem. But charging too little can also damage a business. People often assume: “If I make it cheaper, more people will buy.” Sometimes they …
Sales Is Not What Most People Think It Is
When people hear the word sales, they often imagine the worst possible version of it. A pushy used-car salesman. Someone trying to talk you into buying something you do not want. Someone …
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