Brian Will

speaker

848 appearances 1 recordings 1 series first heard Jul 2026 last heard 15 Jul

Brian Will’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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That's 2%.

2% is 20% of your profit.

And so you can map these things out and understand that if you're not watching the single percentile changes, then eventually it's going to get you.

And you now got to go back to your customer and say, I know what I'm selling you used to cost $500, but now it's $700.

And they go, oh my God, I can't pay $700.

And you could have said it's 500 to 510 to 520 to 530.

And you can creep it over time and not hurt yourself.

If you're already rolling in business, pricing strategies need to be small and gradual so that you don't shock people.

But I'll tell you, in the company we're launching now, we did our first marketing test across six verticals.

We tested every vertical against four price points.

And so we would test each vertical on four price points and we would look at conversion rates and customer acquisition costs or caps versus revenue.

And we built all this to where we finally nailed it down to where we got to where we found what the customer was comfortable with from a price point.

We figured out what our metrics were.

were from a profitability standpoint.

And now I've got a pro forma I can work with.

Marketing and sales being two sides of the same coin, you have to be very diligent in your analysis of those things.

I did a company, literally 32 marketing channels.

And when I did the analysis, nine of those channels were unprofitable.

Nine.

And they represented 20% of their spend, their marketing spend.

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