Who: Jo, who sells a budgeting product

What changed: The copy that explains what her product does

What happened: She now sells it for 5 times what she started at

Reread that again.

5 times.

Here is what Jo said when she read the copy:

“Reading the copy I thought, O.M.G that sounds like me, but better.”

That line matters more than you might think.

Good copy shouldn’t make you sound like a marketer. It should make you sound like yourself on your best day, with the words you can never find when someone asks what you do.

Jo told me how I got there:

“Her ability to crawl inside my head is just spectacular.”

I’ve been called worse.

Then she told me what it did for her business:

“I am now selling my product for 5 times what I started at because the value of what it can do comes across effortlessly, and I put that all down to the copy Eve wrote.”

Yes, I’m showing off.

I love a show-off, I am a show-off, and I’ll keep telling you to be one too.

Here’s what you can take from it.

Your price is rarely just a number. It’s a reflection of how clearly people can see what you do for them.

If they can’t see the value, they’ll haggle, hesitate or buy from the woman with the better sales page.

So before you drop your price, ask this:

Does my marketing say what this is actually worth to the person buying it?