The loudest advice online tells business owners to post more, hang on tighter, and invest money in ads. This drumbeat misses the point. After listening to Cody explain how he grew businesses by operating and acquiring dozens of them, my take is simple: Most businesses don’t need better advertising up front. Instead, they need better levers. Pricing, distribution, costs, acquisitions, customer expansion and talent do more, faster, than another funnel hack.
What the gurus lack
Most common advice comes from people who have built a single brand of information. This can work, but it limits your playbook. Cody’s approach comes from buying and operating real businesses. These could be businesses such as laundromats, education companies, etc. The real victories don’t lie in louder hooks; they are in a more intelligent mechanism.
“There are six ways to grow a business quickly. Most people know one of them…The fastest has nothing to do with marketing.”
This is the point that too many people ignore. If you rely on just one tactic, you’re leaving money on the table and risk burning out chasing clicks.
The six levers that really stimulate growth
Here’s what stands out: six practical steps that change the numbers now, not next quarter.
- Raise prices (the “premium flip”): compete on the valuenot the price. Test increases of 10-30% and monitor retention, revenue and positioning.
- Add a distribution: Open one new channel at a time, such as wholesale, partnerships, licensing, retail, or a newsletter you own.
- Reduce waste (the “invisible increase”): Audit the highest costs, then reduce, renegotiate, or replace at least three per week.
- Acquire customers en masse: Buy a rival or adjacent business with the customers you want. Use seller financing tools or SBA.
- Sell more to current buyers: Grow share of wallet with add-ons, tiers, subscriptions and upsells.
- Hire rainmakers: Tap into talent that comes in with a book of business and pay per customer they deliver.
Each lever is composed. Stack two or three and growth becomes mechanical, not magical.
Evidence that refuses to be ignored
The most controversial statement is also the most convincing: raising prices often works. Cody increased his educational subscription from $29 to $299, lost 30% of customers, and continued to increase his annual revenue. The cited Bain research echoes this finding: a majority of companies increased their list prices and made more money.
“Hard truth: You’ve probably been undercharging for years… The problem is, prices are almost never too high. »
Then there is cost reduction. He transformed a staff-heavy laundromat into a simpler operation, complete with automation, cameras and lighting. The point is blunt and correct: profit saved is profit earned, and later valued at a higher multiple.
Acquisitions? He consolidated three laundromats into one entity and walked away with millions. He calls it buying multiple customers at once rather than just one click at a time. It’s the same logic Amazon used with Whole Foods, scaled down to Main Street.
Counterarguments, answers
Are you worried that higher prices will drive away customers? Bad customers leave first. Price shoppers unsubscribe anyway when a cheaper offer appears. Top buyers value results and service.
“Cheaper doesn’t mean better… When you’re the best at what you do, price becomes the least important thing. »
Think acquisitions are out of reach? Many small transactions use seller financing. Choose cash flow goals, build customer loyalty, upgrade systems and structure the agreement GOOD.
My opinion: nail the mechanics before the megaphone
I don’t buy the idea that ads are bad. I think they are often premature. If you can’t state your LTV, CAC, and AOV with confidence, you’re guessing. And if your pricing, distribution, and retention are low, ads only increase leakage.
Raise prices, expand distribution, reduce costs and buy income stream. Then pour fuel. The internet wants you to get attention. Operators build engines.
What to do this week
Small movements, quick return. It’s the game.
- Test a 10% price increase for your next 10 buyers; then 30% for the next 10. Track conversion and redemption rate.
- Find a new distribution partner and sign a simple agreement.
- Review 90 days of expenses. Delete or renegotiate three line items.
- List three add-ons or subscription tier for current customers; throw one.
- Identify a hire with attached clients; offer payment per customer.
Stop showing more ads by default. Pick a lever and pull it hard for 30 days. Operators who take action win while others continue to tweak things.
Frequently Asked Questions
Q: How do I know if it is safe to raise prices?
Start with a controlled test on a small batch of customers. If conversion continues and complaints don’t increase, scale the change. Improve your offer and your service accordingly.
Q: What constitutes a new distribution channel?
Any repeatable path to reach a new group of buyers: partnerships, wholesale, retail, licensing, mailing lists or referral networks. Add one at a time and prove it works.
Q: I can’t afford to buy a business. Are there any options?
Yes. Many small transactions use seller financing or SBA-backed loans. Target businesses with stable cash flow and owners who value a clean exit more than top dollar.
Q: What should I sell to current customers first?
Identify what they are already buying elsewhere that matches your expertise. Joint victories include subscriptions, service levels, maintenance plans and simple add-ons tied to the main purchase.
