The Profit Gap: Why Some Business Owners Sell and Others Don’t

16 Sept

Not long ago, a giant box landed on my doorstep. Inside? The advanced reader copies of Bed Chemistry, my debut romcom novel.

I ripped it open like a kid on Christmas. Inside? The cover, my name on the spine, pages that actually smelled like a book.

It was surreal, holding in my hands something that started as a messy Word Doc called “Elizabeth McKenzie Rom Com,” then “Love Theory,” then “Love Wasted,” and eventually became Bed Chemistry.

Now imagine if every time I hit a clunky chapter or got tough feedback, I’d said, “welp, this book is trash” and started a brand-new novel from scratch.

I wouldn’t be holding an ARC. I’d be ten abandoned manuscripts deep, stuck in creation mode, further and further away from ever finishing a book.

And that’s exactly what I see business owners do with their offers.

They launch. Sales don’t roll in. And instead of asking why isn’t this converting? they decide: the offer must be broken.

So they torch it. Rebuild. Rename. Rebrand. And when that doesn’t work, they do it all over again, effectively starting from scratch each time and pushing themselves further away from their real goal: making money.

That cycle is what I call The Profit Gap.

It’s not about talent, niche, or follower count. The gap is between the business owners who torch their offers at the first sign of resistance and the ones who know where to focus their energy: their sales page.

So let me break it down for you: here are the three things I see profitable business owners do differently that close the profit gap.

1. They Fix the Leak Closest to the Sale

Most struggling business owners obsess over the top of their funnel. They spin up another freebie. They switch platforms to “save money.” They sink more cash into ads.

But if your sales page doesn’t convert, none of that matters.

It’s like pouring water into a bucket with holes. You don’t need more water. You need to patch the leak at the bottom.

When I launched The Writing Room for the first time, I could’ve burned it down, too. My conversion rate? 1%… to a warm audience. Not thrilling. But industry standard.

Instead of scrapping the whole thing, I went back to the sales page. I kept 80% of it, rewrote a few key pieces of positioning, and launched again.

That time, I converted 4% to a cold audience.

Same offer. Same name. Different sales page.

hat’s the profit gap, closed.

2. They Treat Their Sales Page Like a Messaging Bible

Struggling business owners write a sales page once, cringe at it, and then bury it under a pile of funnels and random Instagram posts.

Profitable business owners do the opposite.

They treat their sales page as the source code for their whole marketing system. Every email, ad, webinar script, and caption traces back to the same page.

That’s why their message sounds consistent everywhere.

Personally? When I sit down to write an email, I open my sales page first. Half my captions are just slightly sassier rewrites of lines already on the page.

This is what I call magnetic pull marketing. Instead of push-push-pushing people down your funnel, your sales page creates a natural pull because your message is aligned everywhere they see you.

3. They Don’t Burn It All Down When It Doesn’t Sell the First Time

This is the dramatic part.

Struggling business owners take lack of sales personally. If a launch flops, the narrative becomes: my offer sucks, no one wants this, I should start over.

That’s like me deciding Bed Chemistry was unsalvageable after draft one and writing ten completely different novels.

I had a client once who convinced herself she needed three new lead magnets for a welcome sequence — when she didn’t even have a sales page to send people to. She couldn’t explain what her offer actually was, but she was sure the missing piece was a freebie.

Spoiler: it wasn’t.

Another client was selling “general Facebook ads.” Crickets. Together we repositioned her course as “the formula for selling your course with ads.” Suddenly, people got it. They could buy into three things:

It’s for me.
The method works.
The course delivers.

We didn’t burn her offer. We refined the sales page. That’s what made it sell.

The Cost of Not Closing the Gap

Here’s the brutal truth: if you don’t fix this, you’ll spend your business life circling the edge of success without ever breaking through.

You’ll never sell enough to feel like your course is valid.
You’ll keep churning out new stuff that exhausts you.
You’ll burn out, convinced you “don’t have what it takes.”

It’s a self-fulfilling prophecy.

Meanwhile, the business owners who focus on their sales page? They build a profit engine. They create momentum that stacks. And their offers finally get the traction they deserve.

Next Step

If I had torched the first draft of Bed Chemistry, I wouldn’t be holding a book in my hands right now.

And if you keep torching your offers instead of fixing your sales page, you’ll never hold the profitable course you’ve been working toward.

The good news? You don’t need to burn it down. You just need to edit.

Inside Sales Page Makeover, I’ll walk you through four high-converting edits you can make to your existing sales page so it actually does its job: sell.

Think of it as the fastest way to plug the leak, close the profit gap, and turn your page into the profit driver it’s meant to be — without rewriting everything from scratch.

👉 Grab Sales Page Makeover here. It’s a low-cost, self-paced mini-course that pays you back every time you launch.