Hi Reader,
"I find that a lot of times people do know kind of what the answer is already, but they don't wanna face it. They're scared to face it. It means they have to admit something they don't wanna admit, or it means they have to do work they don't wanna do."
This quote is from Jason Cohen, founder of WP Engine. He's built companies for 25 years, some bootstrapped, some with hundreds of millions raised, two of them unicorns. And he's invested in 60 startups.
The first time Jason was on my podcast, we talked about founding WP Engine. This time it's about his new book, Hidden Multipliers, where he talks about eleven small changes that get you big results. They're hidden because you're too close to see them.
Here's the idea behind three of the hidden multipliers we discuss in the podcast:
Start with your price, and make everything match it
Your price tells customers what to expect from you. Fall short anywhere, and they'll notice, whether it's your product, your support, or even your homepage. They either don't buy, or they buy and leave.
Sell what your customer gains
When you save customers money, they pay you a slice of it. Save them $10,000 a month, and you might get $1,000. When you help them make money, it's a different conversation. Help them make $10,000 more a month, and why wouldn't they pay you a one-time $10,000?
Be open about your weaknesses
Buyers always make a trade-off, because no product is perfect. So tell them what you're not good at. What you'll see is that more of the right customers will buy, and fewer will leave, because nothing surprises them later. In a sales call, a good customer will even argue your weakness away for you.
Click here to listen to the full interview with Jason.
Question to reflect upon:
What small change do you already know would make a big difference in your business, but keep putting off?
The Remarkable Effect is when small changes multiply growth.
Ton