The Secret to Growing Your Bottom Line (It's Not More Revenue)

Everyone loves talking about growing revenue. 10X-ing your income. Hitting those big sales goals.

But here's what a lot of people don't think about: when you generate more revenue, it's easy to give yourself a hall pass to generate more expenses too.

Higher revenues often mean higher expenses. And if that's the case—what's the point?

The real way to build wealth and profits in your business isn't just about making more money. It's about keeping more of what you make. And that starts with cutting your expenses strategically.

The Keep, Reduce, Eliminate Exercise

I want to walk you through a simple but powerful exercise I use to help business owners grow their bottom line. It's called Keep, Reduce, Eliminate.

Here's how it works:

You go through your expenses line by line by line, and you put each expense into one of three categories:

1. Keep
2. Reduce
3. Eliminate

Let's break down each category.

1. Keep

These are the expenses that are absolutely necessary to run your business.

You have to have them. They're non-negotiable.

Think things like:

• Software you use daily to serve clients
• Essential tools or equipment
• Rent or office space (if applicable)
• Key team members or contractors

If removing this expense would stop your business from functioning, it goes in the Keep category.

Why this matters: You're not cutting for the sake of cutting. You're being strategic. Some expenses are worth it—and that's okay.

2. Reduce

These are expenses you need, but you might be able to pay less for them.

Examples include:

• Cell phone bills
• Internet
• Software subscriptions
• Shipping costs
• Insurance

Here's the thing: A lot of times, you just have to ask.

Call your provider and ask if they have loyalty discounts. See if signing up for an annual plan instead of monthly saves you money. Negotiate. Shop around.

Sometimes it takes a little time and energy, but it's worth it. Even small reductions add up over time.

Pro tip: If you know you're going to need something for the full year, signing up for an annual plan can often save you 10-20% compared to paying monthly.

Why this matters: You're not eliminating value—you're just finding a smarter way to pay for it.

3. Eliminate

This is where the magic happens.

These are expenses you can cut completely without impacting your business.

Common culprits include:

• Subscriptions you're not using anymore
• Software you signed up for but forgot about
• Tools you used once and never touched again
• Services that sounded great at the time but don't actually move the needle

Be honest with yourself. How many subscriptions do you have that you forgot were even on your credit card?

Go through your bank statements and credit card statements line by line. Look for anything that's recurring. Ask yourself: "Am I actively using this? Does this contribute to my revenue or make my life significantly easier?"

If the answer is no—eliminate it.

Why this matters: These "small" expenses add up fast. Cutting $50 here, $100 there, and $200 somewhere else can save you thousands of dollars a year.

How Often Should You Do This Exercise?

If you're a solo business owner and you have a pretty good handle on your expenses, you can do this once every six months.

If you're a bigger business or you have multiple people making purchasing decisions, I recommend doing this quarterly.

Why? Because expenses creep up. New subscriptions get added. Software trials turn into paid plans. Things slip through the cracks.

Doing this exercise regularly keeps you in control of your spending and ensures you're only paying for what truly matters.

The Bottom Line

Growing your revenue is exciting. But if your expenses grow at the same rate, you're just working harder for the same result.

The real path to building wealth in your business is protecting your bottom line. And that starts with being intentional about where your money goes.

So here's your action step: Block out 30-60 minutes this week to do the Keep, Reduce, Eliminate exercise.

Go through your expenses line by line. Ask yourself: Is this necessary? Can I pay less for it? Can I cut it completely?

You might be surprised by how much you can save—and how much more profit you can keep in your business.

If you have any questions about this exercise or want help identifying what to cut, hit reply and let me know. I'd love to support you.

Here's to growing your bottom line,