Stop Creating New Offers (Here's What I'd Do Instead) [Ep 261]

In this episode, I'm sharing why I think the online business world has trained us to become incredible creators - but not very good marketers. We dive into why constantly building something new feels safer than promoting what you've already created, and the simple mindset shift that's completely changed the way I'm growing my business.

If you've got offers gathering digital dust while you're busy dreaming up the next one, this episode is the wake-up call you didn't know you needed.

What You'll Learn in This Episode:

•  Why creating new offers often feels easier than marketing the ones you already have 
•  The real reason we keep chasing "the next big idea" 
•  How to know whether a new offer is actually your highest-leverage move 
•  Why your best-selling offer probably isn't finished—it's just ready to evolve 
•  The simple audience growth strategy I'd focus on if I had to start my business from scratch 

Mentioned in this episode:

• Episode 259: Why Audience Growth Solves Almost Every Business Problem 
• 50 a Day: Your Email List Can Grow By 50 People A Day... Without One More Instagram Post >>
• Black Friday Made Simple [coming soon] 

Ready to grow your business without social media or burnout?

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https://www.skool.com/email-marketing-skool/about

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Transcript

[00:00:00] Can I save you about 40 hours or maybe even 400? I think this is the biggest mistake that I see business owners making right now. Let's talk about it 

[00:00:09] 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.

[00:00:36] Are you ready to build your email list and start making more money in your online business? Let's head into today's episode.

[00:00:45] Hey, hey. Welcome back to the Email Growth Show. I'm so excited that you are back here with me today. Now, two weeks ago, we talked about audience growth, episode 259. We chatted in depth about why [00:01:00] I think almost every business problem gets easier when more of the right people know you exist.

[00:01:04] I'll pop the link in the show notes below, or just scroll back two episodes and you'll be able to find it. But while I was recording that episode, something else kept popping into my head. Whenever that happens, I know it's a sign to pay attention. Because over the last couple of months, I have had so many conversations with people who think their next breakthrough is hiding inside their next offer, their next course, their next membership, their next template, their next workbook, their next idea.

[00:01:31] And every time, I find myself asking the same question, "What happened to the last one?"

[00:01:36] Now, I don't actually think this is our fault, right? We have been taught to create. The online business world rewards new, teaches new, right? New launches, new offers, new frameworks, New AI tools, new trends. Like we're constantly being told the answer is to create something new. So naturally, that's what we do.

[00:01:56] We become incredible creators. But [00:02:00] if I'm being honest, we are pretty terrible at repetition. We assume everyone has already seen our offer. We think people must be sick of hearing about this by now. Meanwhile, half of our audience has no idea it even exists. I also wanna add, I actually don't think that we create new offers because we need them.

[00:02:19] I think we create them because they give us hope. Hope that this one will finally be the one that takes off. Hope that this one will somehow be easier to sell. And that feeling is addictive.

[00:02:30] I get this, and I'm not speaking from a high and mighty place. I'm sharing this because I recognize it in myself, too. And the reason that those new ideas, those new offers give us hope is because it doesn't have any rejection attached to it yet, right? Nobody's ignored it. Nobody's said no. Nobody's not bought it. It is still perfect in our heads. But businesses aren't built on perfect ideas. They are literally built by giving good ideas enough [00:03:00] time to become great ones.

[00:03:01] Now, I need to confess something. I love fucking creating. Like, I love it. I could spend all day inside Claude building interactive tools. I have done that in the past . Creating calculators, designing new products, mapping out new courses, dreaming up new graphics and sales pages and events.

[00:03:21] Like honestly, if nobody stopped me, I would launch a new idea every single week, every single day if I could. It's the fun part. I'm super creative, and it's creative, so of course it fills my cup, right? It's exciting. There's dopamine attached to it. But here's what I've realized. Creating feels productive.

[00:03:41] Marketing the offers that feels really vulnerable, Because what if? What if no one buys the thing? Right? Ouch. There is nothing more vulnerable than putting something that you have poured your blood, sweat, and tears into the world and hearing crickets. So [00:04:00] sometimes we hide inside of creating because it feels safer than selling Now, when I say that out loud, that hits me . So hopefully you're resonating with that as well. But it's true, isn't it? And when we think about our businesses, they don't need more products, right? imagine for a second, imagine that you owned this little boutique. Beautiful little store on a corner.

[00:04:24] There's exposed brick and lace curtains, filtered sunlight falling through the trees, the smell of fresh coffee, beautiful homewares and books inside. uh, that's probably my little dream, but the visualization still stands. It kind of reminds me of, like, you know, a little shop, a little bookshop that might be in the original Beauty and the Beast, right?

[00:04:44] Like, you know the town I'm talking about, the very start of Beauty and the Beast. It's very quaint, it's very cute, it's very gorgeous. Imagine that. Now, if you had a shop like that, you would not spend every week renovating the shop, right? You wouldn't spend time changing the wallpaper or ordering completely different [00:05:00] stock or redesigning the logo or moving the front door.

[00:05:03] You'd probably spend more time getting more people to walk through the door, right? And online business is exactly the same. Your problem might not be what's inside your shop. It might simply be that not enough people know it's there. They haven't seen the gorgeous bricks or smelt the fresh coffee.

[00:05:21] They're still shopping at Target. Nothing wrong with Target, but you get the idea. So what would I do if I was starting again? If I woke up tomorrow and I had no audience, no email list, no podcast, no Skool community, what would I do? I would create one genuinely good offer. Not 10, just one. Then I would spend the next 12 months getting really, really good at helping more people discover it.

[00:05:45] I would speak on podcasts. I would host collaborations. I would run bundles. I would build evergreen content. I would grow my email list. I would experiment with ads. I would pitch myself for PR. I would tweak my sales page. I would test different emails. I would talk about the [00:06:00] same offer in 50 fucking different ways.

[00:06:02] Because I genuinely think this is where growth happens, right? Not in creating offer number seven, in doing all of these things. And in fact, that is pretty much exactly what I am doing right now. I haven't launched 10 new offers this year. I've been putting my energy into making the offers I already have easier to discover, my mini course, 50 a Day, my audience growth tool, my podcast, my Skool community. I even have an offer coming out soon that's called Black Friday Made Simple. None of those exist in isolation. They are all part of that same ecosystem. So instead of asking myself, like, "What should I build next?"

[00:06:41] I've been asking myself, "How can I help more people find what I've already built?" Because the funny thing is, none of those things are actually new. 50 a Day, Black Friday Made Simple, They've already existed in one form or another. I am literally just making them better, updating them, improving the experience, refreshing the [00:07:00] messaging, trying out a new platform.

[00:07:01] I'm putting my marketer hat on, and I'm helping more people discover them. This has been one of the biggest mindset shifts I've had this year, moving from new to what do I already have that I can leverage instead? And something else that I've realized is that your offer isn't finished, right? We treat offers like once they're done, once they're created, they're finished.

[00:07:24] And then it becomes, I launched it, it didn't sell, oh, maybe it's not very good. No. Maybe it just hasn't had enough chances. Maybe not enough people saw it. Maybe your messaging needs tweaking. Maybe your bonuses need changing. Maybe your positioning isn't quite right. Maybe your audience wasn't ready yet.

[00:07:42] Offers evolve. the businesses that we admire the most didn't launch their signature offers once. They refined them again and again and again and again You know, as an example, my lead magnet, my audience growth tool, looks completely different today than it did when I first built it.

[00:07:58] It is an old tool that [00:08:00] I used to have made into an interactive tool with Claude. But the whole framework that it's based on is back from 2022. Still works, still accurate, still incredible, but updated and made a bit sexy with AI, right? My 50-day mini course, that is from content that I used to have in my email growth club membership.

[00:08:20] Again, updated, made better, but not new. My birthday bash evolved again this year compared to when I ran it last in 2024. I added scratch cards, surprise gifts, and a whole new experience this year because that's what good offers do. They get to evolve with time. So the question that I ask myself now these days, whenever I get excited about a new idea, which is often I ask myself one question.

[00:08:48] Is creating something new the highest leverage thing that I could do right now? Or would my business grow more if I spent those next 20 hours promoting something I already know helps people? And [00:09:00] honestly, most of the time, to the disappointment of my little mini Jen heart the answer is the second one.

[00:09:05] And that's okay, right? When we are in the business of making money, which we should all be as business owners, sometimes the next best step is to do the boring thing. Just because we're bored and sick of talking about something does not mean that our audience is. Remember, you're six months, 12 months, maybe three years further into your business than someone that just discovered you yesterday, however long you've been doing your business for, right?

[00:09:32] You're bored of your offer because you've lived with it every single day, every minute of every single day. They have never even heard of it. Think about that. That is a huge difference

[00:09:43] Now, coming back to this whole idea that as you all know, the past few months I've been simplifying so much. I'm not trying to build 20 different flagship offers.

[00:09:51] I'm creating evergreen products, improving them, building a traffic system to get more eyes on them, growing my audience. I'm making the [00:10:00] buyer journey even simpler because I don't actually want a business that is fueled by constant creation. Like, that does get exhausting. I want one that is fueled by repeatable systems.

[00:10:11] Going back to my word for 2026, systems. They are two very different businesses. So your challenge, my loves, this week, before you go and open a new Google Doc, before you buy another domain, hands up if you have a handful of domains that are just sitting there in your, GoDaddy account or whatever.

[00:10:30] Uh, you're not alone there. But before you buy another one, before you ask Claude or ChatGPT to help you outline your next course, I want you to ask yourself this: What would happen if I spent the next 30 days promoting the thing that I've already created? Right? Not shouting louder, not being pushy, but just giving more of the right people the opportunity to discover something that could genuinely help them.

[00:10:54] Because maybe your next breakthrough isn't something you need to create. Maybe [00:11:00] it's something you need to keep talking about

[00:11:01] Now my loves, if this episode has you nodding along and thinking, "All right, maybe I do need to stop creating and start getting more people in front of what I already have," I would love you just to go back and listen to episode 259 all about audience growth. These two conversations go hand in hand because the goal isn't to create more, the goal is to help more of the right people find the great work that you, my love, have already done.

[00:11:28] And then next week we are gonna keep this conversation going by talking about why launches feel so stressful, and I think the answer is really going to surprise you. I can't wait to share this with you, and I will see you then. Bye for now

[00:11:42] 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.[00:12:00]

[00:12:00] 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.