The two-part results problem

Here's a pattern I see all the time …

A brand has a product that genuinely works. The reviews are strong. Customers say they love it.

But retention is still fragile.

And the founder is confused because they're thinking … "The product works. What else do we need to do?"

Here's what they're missing:

Results have two parts.

Part 1: Delivery (does the product actually work?)

Part 2: Visibility (can the customer tell it's working?)

Most founders obsess over Part 1. They improve the formulation. They upgrade the ingredients. They test and refine.

And that's important.

But Part 2 is where retention lives or dies.

Because customers don't stay based on what's happening in their body or their life. They stay based on what they can recognize and confirm.

Let me give you an example.

I worked with a skincare brand. Their hero product was designed to improve skin texture over 60-90 days.

And it worked. Absolutely. You could see it in before-and-after photos.

But most customers quit after 30 days.

Why?

Because at 30 days, the changes were too subtle to notice day-to-day. Customers would look in the mirror, not see a dramatic difference, and assume it wasn't working.

The result was being delivered. But it wasn't visible yet.

So customers would churn … not because the product failed, but because they evaluated too early and didn't know what progress actually looked like.

The fix wasn't a better product.

The fix was helping customers recognize progress before the final result showed up.

We added a simple "what to look for" guide on the landing page and an insert that went in the package.

Suddenly, customers had a roadmap. They knew what "on track" felt like. They stopped evaluating too early.

And retention stabilized.

Here's the thing most founders miss …

If customers can't tell it's working, they'll assume it's not.

And they'll leave quietly … without a complaint, without a refund request, without drama.

They'll just stop ordering.

That's why communication alone doesn't fix retention. You can send all the emails you want, but if customers are silently doubting whether it's working, they're already halfway out the door.

Tomorrow I'm going to show you how to diagnose whether you have a visibility problem … and what it looks like in your business.

But for now, ask yourself:

Do your customers know what progress looks like before the final result shows up?

If not, you're asking them to stay on faith alone.

And faith runs out fast.

See you tomorrow,

Jeremiah

P.S. This is especially critical right now if you brought in new customers over the holidays. They're in the evaluation window. If they can't tell it's working soon, they won't be around in March.

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There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.

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