You can have the best website in your sector, the cleverest ad campaign, the slickest funnel. If you don't know what a customer costs you to acquire and what one is worth, you're flying blind, and no amount of clever fixes the fact that you can't tell whether any of it is working.

Every SME owner I speak to is under-pricing. Most of them know it. Most of them are scared to do anything about it. Here's the truth nobody mentions: you lose fewer customers than you think, and the ones you lose are usually the ones you should have lost.

If you run a small business and you write your own sales emails, this one’s for you. It’s a tiny change, it costs nothing, and in my experience it’s one of the highest-impact tweaks you can make to your outreach.