Hey there, it’s Isaac from Leads to Earnings. Welcome to the newsletter.

(est. 2 minute read)

Today I will be going over:

• The single biggest lever on business success

• Why disqualifying more leads is good for your business

• I will also share a few cold email links and tips.

Hopefully you enjoy it.

Actionable Cold Email Tip

Everyone says "lower the prospect’s risk and increase their perceived value” to acquire more customers.

I believe this is 100% true, with one caveat… pricing. Risk isn’t only about price (financial fee risk).

It covers how leadership will view your buyer after the purchase (reputation risk), the time commitment required (time), and the risks to their business if things go wrong (time, money, ego).

Solve for each of these and you’ll have an amazing offer… BUT we’re in business because we want to make more profit. So what a lot of people will do is simply undercut the market’s price. This works if you are purposefully the low cost provider and you’ve built your business’ competitive advantage around operational efficiency.

But don't just assume that just because you’re charging less than the market and the prospect has a slightly lower financial risk, things are going to work out better for you…

Reason being, price is the single greatest lever of profit for your business.

Think about it like this: you sell a 2,500 monthly retainer at 50% margin. If you increase your price by just $1000, then your profit margin almost goes up 2x. You go from $1250 profit margin to $2250. Theoretically, this is without doing anything else.

You obviously need to substantiate the value but either way it's easier to fulfil when you have more profit per customer

A recent Acquisition.com study showed higher front end prices made more money upfront and increased customer lifetime value 41%.

They positioned the product better in customers minds to get the same customers to be willing to pay more AND attracted better buyers.

This is an unconventional way to think about pricing.

There’s also a second and almost equally important impact of pricing to your business. Think about it as a customer quality filter.

I've experienced this countless times, customers who pay more tend to value the thing they get more and are less likely to complain, churn and are happier overall.

Happy customers that never leave = the lifeblood of business

So, review your pricing, start charging more (given you can substantiate the value) and watch your business thrive with more profit and easier to satisfy customers.

Hope this one helps,

Isaac

Useful Bits

• Tweet of the Day: (link)

• Quote of the week: “It’s more effective to do something valuable than to hope a logo or name will say it for you.” —Jason Cohen, Smart Bear Software founder

• Quick bite-sized pointer: At the beginning, you want any client you can get. With experience, you want to start disqualifying prospects. If your service delivers (and it should), then you're going to be pursued. DQ'ing keeps your frame tight and also brings in clients with the highest chance of success.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac