[00:00:00] Every so often, I’ve been picking something I already sell, giving myself three days, and just selling it. No new product, no six-week runway, no giant launch plan, not creating 17 new bonuses because apparently the thing wasn’t complicated enough already. Just an offer I already know is good, a reason to talk about it again, and a few days where I intentionally put it in front of my audience. And it’s made me realise something.

I don’t think most of us need more things to sell. I think we need more reasons to sell the things that we’ve already made. And with Black Friday coming up soon, I really want to talk about this. Let’s get into it.

Are you a female business owner frustrated with battling the algorithm and looking for growth strategies that don’t involve awkwardly pointing or dancing online or throwing cash at paid ads? Welcome to the Email Growth Show. I’m your host, Kylie Kelly, visibility and email marketing strategist. I grew my email list from zero to almost 10,000 subscribers in less than two years, and the same is possible for you too.

Are you ready to build your email list and start making more money in your online business? Let’s head into today’s episode.

Hey, hey, welcome back to the Email Growth Show. Now, yes, I am still sick. This is the second week of having influenza A. I love that for me. So again, I apologise that you have to listen to me sounding so nasally, but I am so glad that you are here. So if you’ve been listening for a while, you might remember a few episodes ago, I basically told you to stop creating new offers.

If you want to go back and listen to it, it’s episode 261, back on the 7th of August.

[00:02:00] Now, telling you to do this was probably slightly hypocritical coming from me because I do love creating new things. Give me Claude, Canva, a coffee, and an idea, and I will happily disappear for an entire day and emerge with a new course, a calculator, an interactive tool, a sales page, and probably an event to go with it.

I’m actually creating a new website with Claude as we speak. I love creating. But I’ve been really intentionally changing the way I think about my offers this year. Instead of constantly asking, “What can I create next?” I’ve been asking, “What do I already have that I could sell again? What could I improve? What could I update? What could I reposition? What could I put back in front of my audience?” And lately, I’ve been experimenting with these really small promotional windows. Three days. Pick an offer, create a reason, talk about it, close the promotion, and move on. And honestly, it’s been really fun.

I’m really, really enjoying it, not only because they create these lovely little cash injections into the business, right? But also because they’re forcing me to become better at something I think a lot of us avoid: repetition. [00:03:00] We’re so quick to assume people have already seen it. This is something that I see all the time that I used to do myself. We launch something, we send out four or five emails, we’ll mention it on the podcast, we might post about it.

Then a month later we’re thinking, “Well, I can’t talk about that again. Everyone already knows about it.” But do they? Do they really? Because I can almost guarantee they don’t. Somebody joined your email list yesterday. Well, hopefully, if you’re in my world. Somebody was on holidays when you launched it.

Somebody might have seen your email while they were standing in the supermarket line and thought, “Oh, I’ll check this out later.” Someone wasn’t ready for it three months ago. Someone didn’t have the problem yet. Someone had the problem but didn’t realise your offer solved it.

Someone saw the name of the product and never opened the email. And then there are probably hundreds of people who genuinely never saw it at all. But we have seen it. We’ve stared at the sales page for 47 hours. We’ve written the emails. We’ve created the graphics. We’ve built the checkout. We’ve taught the course. [00:04:00] We’ve answered the questions about it. To us, it feels old and done. But to our audience, it might be brand sparkly new. And this is where we make a really expensive mistake. We confuse our own boredom with audience saturation. Let that sink in.

And often we think revenue requires something new. This is the bigger belief underneath it all. When we want to make more money, our brain immediately goes, “Okay, what can I launch?” And by launch, we often mean, what can I create to launch? A new workshop, a new mini course, a new template, a new membership, a new service, a new bundle, a new something.

But what if we separated those two things? Because a launch doesn’t have to mean launching something new. A launch can simply mean, for the next three days, in my case, I’m going to intentionally sell this thing. That’s it. The product can be six months old, it can be two years old, it can be evergreen, it can be something you’ve sold 100 times before.

The offer doesn’t have to be brand new. The reason to pay attention, that can be new. [00:05:00] That’s the shift. That’s the wrapping paper of the whole thing. So let me tell you what I’ve been experimenting with, and it might inspire you. So instead of having a product sitting quietly in my shop hoping somebody happens to stumble across it, I’m giving it moments.

I’m saying, “Okay, this week, this is what I’m talking about,” and I’ll give myself a really short window. So for me, it’s been three days. Enough time for me to tell the story, explain the problem, show people what I’ve created, answer objections, remind them, give them a reason to make a decision, and then we’re done.

I’m not spending six weeks warming people up. I’m not doing a 90-minute webinar. I’m not creating a five-day challenge. I’m not building an elaborate funnel, and importantly, I’m not creating a new product. I’m taking something that already exists and just putting my marketer hat on, and that distinction has been really important for me because I am a natural creator. Marketing, for me, requires more intention.

And this brings me to evergreen offers, right? [00:06:00] Because I think evergreen is sometimes sold to us as: build the funnel, turn it on, disappear, sales will magically happen forever. Lovely. I would love to have one of those, please. Look, evergreen systems absolutely can make sales without you actively launching.

That’s one of the reasons I’m moving more of my business in that direction, in the digital product, high volume, low ticket space. I love that someone can discover me today, join my email list, find an offer, and buy it without waiting for me to launch. But here’s what I think we forget.

Evergreen means someone can buy at any time. It doesn’t mean they’re going to think about buying it at any time. There’s a difference there, because people still need attention. They still need reminders. They still need a reason to act. They still need a bit of urgency to it. Your evergreen offer still needs marketing, and sometimes the easiest way to do that is to take that evergreen product and give it a little moment in the spotlight.

Roll that red carpet out for it for a couple of days, shine a light on it so your audience remembers that it’s there.

[00:07:00] If we think about our favourite retailer — think about a physical shop — they don’t create an entirely new product line every time they want revenue. They already have products. What changes? The reason you’re being invited to buy. There might be an end of season sale, a birthday sale, Mother’s Day, Christmas, Black Friday, New Year, back to school, free shipping weekend, an anniversary, whatever it might be.

The product might be exactly the same product that was sitting there last Tuesday, but now there’s a reason to pay attention to it today. And I think online business owners can learn a lot from that, because we spend so much time making new products and not nearly enough time creating opportunities for people to buy them.

And I do want to add here that the reason doesn’t always have to be a discount. This is especially important with Black Friday incoming soon. So when I say give people a reason to buy, I don’t necessarily mean slash the price, discount everything, stick 70% off in giant red letters.

A reason can be the price, absolutely, but it could also be a bonus. [00:08:00] It could be a live component. Maybe your evergreen course doesn’t usually include access to you, but anyone who joins this weekend gets a live Q&A. It could be a bundle of things. Maybe you package two existing things together. It can be a seasonal angle — the exact same product suddenly becomes incredibly relevant because of what’s happening in your customer’s life right now. It could be an upcoming price increase. It could be access to something that’s normally unavailable. It could be a deadline. It could simply be, “I’m talking about this right now because I think you need it.”

The offer doesn’t need to change. It gets to be simple, but we need to give them a reason. Now, what I have found interesting is this three-day window that I’ve been testing and experimenting with — it’s actually doing something for me too. I didn’t expect this. The short deadline isn’t only useful for the buyer. It’s been really useful for me, because when I know Monday, Tuesday, Wednesday, and that’s it, I’m far less likely to overcomplicate it. I don’t need a 17 email sequence. I don’t need three months of launch content. I don’t need to completely redesign the product or have some complicated affiliate strategy.

[00:09:00] I don’t have time to make it enormous. So instead I ask, “Okay, what’s the offer? Who is it for? Why do they need it? And why now? What do they need to hear to make a decision?” And then I communicate that. That’s marketing. And I actually think constraints can make us much better marketers, because we don’t have time to hide behind creating more stuff.

So I want to share with you, as we start to wrap this up, what I actually send in a simple three-day launch, because I think this might be helpful. Especially if you’re listening thinking, “Okay Kylie, but what do these three days actually look like?” Again, it gets to be incredibly simple.

Day one is why this, why now. Talk about the problem. Why does it matter? Why are you bringing this particular offer forward right now? What will change for the person if they solve it? Introduce the offer. And I will add, all of this is done just with emails. Normally two emails a day on days one and two, sometimes a third email on day three.

That is it. So day two, [00:10:00] help me believe. This can be proof, a customer story, your own story, an objection, an FAQ, a behind-the-scenes look at what’s actually inside. This is the day where I address what might be stopping somebody who wants this from saying yes. So that’s day two. And then day three is make the decision.

Remind them what’s happening, summarise the offer, remind them of the deadline, and give them the opportunity to buy. Now, I will say, I will send an extra email on the last day. People need reminders. You are not committing an email marketing crime by reminding somebody that something they were interested in is closing tonight. So don’t be afraid to send a few extra emails. Then after those three days, we’re done. I go back to normal emails. I take the bonus or whatever I added, I take it away. I increase the price back to what it was if I discounted it.

Whatever I’ve done for the reason, that’s gone now. And I want to be really clear here, because it’s really important to me that you all know that you need to have integrity with this. If you say there’s 20 spots, [00:11:00] there better be fucking 20 spots. Don’t get caught in a lie just because you’re excited by adding extra to what you say. If it’s limited spots, stick to it. Stick to your word. This means more right now than anything else you can possibly do, because this is how people will start to trust you. They’ll start to know you’re a person of integrity. They’ll start to believe what you send them and what you say. So make sure whatever you say, you stick to it.

So after the three days, we remove the things, or we increase the price back up, or whatever needs to happen, we go back to business as usual. So that’s a launch — three days. It doesn’t have to consume your life and it doesn’t have to make $50,000 either. So this is another thing I really want to normalise. Not every promotion needs to be some giant five-figure launch. Sometimes it might just be a little cash injection into my business. It might be 500 bucks, it might be $1,000, maybe it’s 3,000, maybe it’s more. But if I can create those revenue spikes throughout the year using products that already exist, that starts to add up over time.

Let’s say you did a small promotion and made $1,500. [00:12:00] Then six weeks later, another one makes 2K. Then another one makes 800. Then another one makes 3K. Those aren’t necessarily sexy “I made $100,000 in 24 hours” screenshots. But A, they’re probably bullshit, and B, we’re building real businesses here, and those smaller revenue moments compound too.

They matter just as much as the big ones. This is something I’ve been thinking about a lot this year. As you know, I’m moving from high ticket into a high volume, low ticket space, so my income has shifted dramatically and it’s been a real work in progress to regulate my nervous system through it, and also to recognise that actually, let’s celebrate the small wins as much as we celebrate the big ones.

Let’s celebrate the 50 bucks that comes in as much as we celebrate the big stuff. The other thing that excites me about this — if you’re getting a lot of these smaller payments in, it means you’re getting more people. More people trusting you, more people purchasing, more buyers in your ecosystem.

That is never a bad thing. I would rather have an ecosystem full of 100 buyers that bought a $50 product than, like, two high ticket buyers in my whole list. [00:13:00] It’s setting me up for the future, and it can do the same for you as well. So let’s start to look at any money that comes into your business with a grateful heart and actually recognise how powerful it is when money can easily come in, when ideal clients can easily come in.

I also think it’s important to diversify the way that money can enter the business. We want evergreen sales, small promotions, a bit of affiliate income, a community, products, occasional bigger launches, different revenue moments. This is going to make your nervous system feel so safe, because we’re not putting all our eggs into one basket.

It’s going to feel so much safer for you, and honestly, a lot more fun as well.

Now, another reason I love selling existing offers repeatedly is because every time you promote something, you learn. You learn which subject line got opened, which story got replies, which objections keep coming up, which bonuses people care about, which part of the sales page confused them.

You learn what language they use, what angles made somebody suddenly say, “Oh my gosh, that’s exactly what I need.” If you launch an offer once and then abandon it because it didn’t immediately become your million-dollar signature program, you throw away all of that information. [00:14:00] But if you sell it again, now you can improve it.

Sell it again, improve it. Sell it again, improve it. This is how offers get good. Not because you magically nailed everything in version one, but because you gave the thing enough chances to teach you how to sell it to your ideal clients. Now, this brings me to Black Friday, and obviously there’s a reason I’m talking about this right now.

We are heading towards Black Friday. At the time of recording this, we are 78 days away. And I think one of the biggest mistakes people make with Black Friday is thinking, “I need to create a Black Friday offer.” Do you? You might. If you’ve got an amazing idea and strategically it makes sense, sure, go for it. But most people listening to this, I would start with, “What do I already have? What solves a problem?

What have people bought before? What do customers love? What’s sitting quietly in my Google Drive right now? Could I give that a Black Friday moment? Could I add a bonus or bundle it with something else, or temporarily change the price, or create a fast action version, or give people access to me as a bonus?

Could I simply put it back in front of my audience with a really [00:15:00] compelling reason to buy?” That is so much simpler than spending the next two months frantically creating something new from scratch. And this is really the whole point of today’s episode. Black Friday is a reason. Black Friday isn’t necessarily an excuse to create more, it’s a reason to sell.

No matter who you serve, your audience is already expecting offers. People are already in buying mode. There’s already a natural deadline. There’s already an event happening in the marketplace that you get to participate in. The reason is built in. You don’t have to invent anything. And I know that is such an opportunity for small business owners — not to become Amazon, not to discount your entire business into oblivion, but to intentionally say, “Here is something I already know can help you, and here’s why now is a really good time to get it.”

That is it. Which brings me to what’s happening on Monday. The Black Friday Case Files kicks off. These are short, focused conversations where we’re looking at real Black Friday promotions — what they sold, what they [00:16:00] did, what worked, what didn’t, what they’d change, and what they would do again. Because I think seeing real examples makes this so much easier. You can look at someone else’s promotion and think, “Oh, I could do that,” or “that’s way too complicated for me,” or “I love that part, but I might change this.” And that’s what I wanted. I don’t want you copying somebody else’s Black Friday campaign, but I want you to see what’s possible and then build something that makes sense for your business.

So I’ll put the link to join in the show notes of this episode. It’s free all of next week. Go and check it out, and we kick off on Monday. And then I do have something else coming too. So if you listen to the Case Files and think, “Okay Kylie, I’m convinced I want to do something for Black Friday, but can somebody please just tell me what to do?”

I’ve got you, because after the Case Files finishes, I’ll be opening up Black Friday Made Simple, and the cue is very much in the name. This is not Black Friday made into a 97-step funnel that consumes your entire November. No, no, thank you. This is about helping you choose the offer, create the promotion, plan the emails, and get the thing out into the world without turning [00:17:00] Black Friday into a full-time job.

I’ll tell you more about that very soon, but right now, the first step: come and join Black Friday Case Files next week, and then keep an eye on your emails for Black Friday Made Simple after that. Now, before you go, whether you’re doing Black Friday this year or not, I want you to do something after you finish this episode.

Open wherever you keep your offers — your website, Teachery, ThriveCart, a spreadsheet, whatever. Look at what you’ve already got, not through the eyes of the creator who’s bored with it all. I know what that looks like. I want you to look through the eyes of somebody who just discovered you yesterday. Ask yourself, “Which of these things still solves a real problem?”

Then ask yourself, “When was the last time I actually sold it?” Not just linked it in the footer, not mentioned it in passing, not hoped somebody would stumble across the sales page — actually sold the thing. If the answer is, um, six months ago, that’s your opportunity. You might not need another product. [00:18:00] You might not need another course or lead magnet. You might just need to give something you already created a red carpet moment. And that’s the thought I want to leave you with today.

Remember, a launch doesn’t have to mean launching something new. Sometimes a launch is simply deciding, for the next three days, I’m going to stop hiding this thing and I’m going to tell people why I made it, who it’s for, how it can help, and I’m going to give them a reason to make a decision.

Then I’m going to move on. And if Black Friday can be that reason for you this year, amazing. Come and join Black Friday Case Files starting Monday. Again, everything you need is in the show notes. But please, do not spend this weekend creating another offer. Go and look at what you’ve already got.

You might be sitting on the exact thing you need to sell next. All right, my loves. That is all for this episode. I hope you found it helpful, and as always, I will see you next week. Hopefully you’ll be listening to a healthy-sounding Kylie. All right, bye for now.

[00:19:00] Thank you so much for tuning into this episode of the Email Growth Show. I hope you found valuable insights into the next steps you can take to grow your email list and boost your business without relying on social media or paid ads. If you enjoyed this episode, please take a moment to rate and review the show and share it with others.

Your feedback helps me reach more female entrepreneurs just like you who are ready to say goodbye to social media and leverage email marketing to grow their business and make a bigger impact. Thank you so much for listening, and I’ll see you in the next episode.