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Same chickens, different story

Same chickens, different story

Matt Deseno
March 11, 2026

Same chickens, different story

Around here, a dozen eggs at the store runs about five dollars.

Nothing fancy, just a standard carton with twelve eggs inside.

But I have a neighbor nearby who sells their eggs for twenty dollars a dozen, and every week, they sell out.

In my experience, these eggs taste basically the same as a pasture-raised dozen from any grocery store…

Yet somehow the value shows up completely different.

Today in 3 minutes or less:

✔️ The gap that creates profit

✔️ The trap of “more”

✔️ Don’t reinvent the egg

✔️ What the heck is a “Cloudburst Campaign”?

+ the hook formula I use for stellar offers

🤑 The gap that creates profit

That difference isn’t necessarily about production, it’s about perception.

Instead of a plain carton of identical eggs, our neighbor offers what they call a “rainbow dozen.”

Brown eggs.
Blue eggs.
Green eggs.
Speckled eggs.

Put them together in one carton and suddenly the experience changes.

Now, full transparency: the blue and green egg-laying chickens do cost slightly more. So there IS a cost difference.

But here's the thing… my neighbor also sells just the brown eggs for $9 a dozen.

Chicken A (brown): $9/dozen
Chicken B (rainbow): $20/dozen

The chickens might cost slightly more, but the profit is in the positioning.

Not because the eggs themselves are dramatically different, but because the presentation signals something unique.

And that shift creates a much bigger price tag than the slight cost difference alone would justify.

😵‍💫 The trap of “more”

When business owners want higher profit, the instinct is usually the same:

Add more.

More features, hours, bonuses, and complexity layered into the offer.

But a lot of the time, the real opportunity isn’t in adding more work.

The downside of that approach shows up quickly.

More features make the offer harder to explain, more bonuses make the decision harder to evaluate, more complexity makes the work harder to deliver.

Suddenly the thing you were trying to improve, profit gets squeezed from both sides.

Customers feel overwhelmed deciding, and you feel exhausted delivering.

That’s why a lot of profitable offers aren’t bigger, they’re clearer.

Because value doesn’t always increase when you add things, sometimes it increases when you frame what already exists in a better way.

🥚 Don’t reinvent the egg

My neighbor didn't invent a new kind of chicken.

They simply leaned into what made their product visually different and turned it into the story.

Instead of treating that variation like a random detail, they made it the hook.

Now the carton isn't just a dozen eggs—it's a rainbow dozen.

What used to look like ordinary eggs now feels like a curated set.

The chickens didn't work harder. The eggs didn't taste dramatically different.

The difference came from context.

And context has a strange power, it shapes how people interpret value before they even try the product.

Positioning can be your product. It can also be proximity: geographical or relational. People pay more for eggs from our neighbor BECAUSE they’re our neighbor.

Think about it: Taylor Swift doesn't just sell music. She sells relational proximity. The feeling of being close to her emotional experience and relationships is what catapulted her into superstardom.

My neighbor doesn't just sell “eggs.” She sells the experience of supporting a local farm and getting something beautiful on your counter.

It’s all in the framing.

☁️ What the heck is a “Cloudburst Campaign”?

You can apply the same thinking to almost any offer.

Sometimes the shift is in the name:

“Database reactivation” becomes something like a Cloudburst Campaign:
- What changed: Name created curiosity and value
- Result: People start asking for it instead of you pushing it
An “onboarding call” becomes a Launch Lab
- What changed: Positioned as an experience, not a task
- Result: Easier to sell, clients understand the value immediately

Other times the shift is in how the pieces are presented. You need that hook to get people’s attention.

Here's the framework I use for good hooks:

How to do [GOOD THING] without [BAD THING(S)]

The formula works because it plays into peoples desires while overcoming their fears & pain points.

You're not selling MORE. You're selling BETTER.

Instead of separate tasks or steps, you bundle them into a cohesive experience.

Not random ingredients, a meal.

That framing helps people understand what they’re buying and why it matters.

Take a fresh look at what you’re already offering.

Ask yourself a few simple questions:

Does the name help people imagine the outcome?
Does the structure feel intentional or pieced together?
Is the experience memorable/remarkable or just functional?

You may not need to add anything new.

You may just need to show the value that’s already there.

Because sometimes the difference between five dollars and twenty, isn’t the product inside the carton.

It’s the story around it.

THOUGHTS ON TODAY'S MARGIN MAKERS?

To profiting more and working less. 💸

-Matt

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