Which of the following pitches is best for profit positioning?

I will help take your business from no profit to a profitable business online.

I will help scale the profit of your business online 10x.

Both pitches are good, but they are designed for different audiences.

If you say either one is right, you’re not wrong—but for maximum profit, pitch 2 is the better choice.

Here’s why:

Pitch 1 speaks to small or struggling businesses that are not yet profitable. The problem with this audience is twofold:

They usually have very limited budgets and may be unwilling to spend much on a business strategist. That means lower profits for you.

Many of them are also prideful. They don’t want to admit publicly (or even to themselves) that they have a profit problem. As a result, they are less likely to click on or respond to this pitch, which reduces the quality of leads.

Pitch 2, on the other hand, speaks to businesses that are already profitable. This audience is much stronger because:

They are more likely to have the budget to pay for a business growth strategist.

Even businesses that aren’t profitable yet may still click on this ad—because they want to appear as if they are already making profits.

This is the psychology of marketing: you must understand your audience and know how to appeal to their ego. When you do, you position yourself to attract high-quality leads and generate much higher profits.