In this episode of the Simple and Smart SEO Show, Crystal Waddell (me!) sits down with Jamie Trull for part 2 of our interview to dive deep into the concept of Hidden Profit. 

Jamie shares her journey of shifting focus from revenue to freedom, explaining how small optimizations can lead to big financial wins. 

They discuss the importance of aligning business goals with life priorities, overcoming perfectionism, and how data-driven decisions can create sustainable growth—without the hustle. 

If you're a business owner looking to work smarter, not harder, this episode is for you.

Key Takeaways:

• Hidden Profit Exists: Your business likely has untapped financial potential—Jamie explains how to find and use it.
• Optimize for Life, Not Just Revenue: Align your business with your personal goals and desired lifestyle.
• Small Tweaks, Big Impact: A few 2% improvements can lead to 100%+ increases in profit.
• Use Data Like a Hack: SEO and financial data are tools to make informed decisions, not guesswork.
• Break Free from the Sunk Cost Fallacy: Letting go of what no longer serves your business is a sign of strength, not failure.
• Iterate and Adapt: Don’t wait for perfection—launch, learn, and improve.

Memorable Quotes from Jamie:

• “What life do I want to create? That’s the bigger thing that has driven a lot of the decisions now.”
• “You can tweak things by 2% and see over 100% increase in profit—that’s the power of math.”
• “The only mistake is not using your data to refine the vision.”

Listener Action Items:

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

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AFFILIATE LINKS:
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Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

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