Back in 2020, I created, launched, and delivered 27 new offers.

That’s in addition to existing offers I had and my ongoing 1:1 clients.

At the end of the year I was feeling a little deflated, a little lost, a little disoriented.

My OBM pulled up the financial tracking spreadsheet she keeps for me and shared her screen.

“Well, you did make… hold on let me count here…”

My jaw clenched, face stretching into the cringe emoji. 😬

“Yeah, you made 27 new things this year.”

I immediately launched into all of my justifications. They were mostly just little offers. I did them because they felt aligned. I didn’t really feel burned out after creating everything, I actually felt really good. Blah blah blah.

“But you just told me you’re feeling kind of lost and disoriented, right?” she asked me.

“I mean yeah, I guess…” I said.

Y’all, I really don’t love that I have to include the offer burnout situation inside of Emotions Are Expensive.

Because I love making new things. New offers, freebies, workshops, events, Substacks, podcasts, all of it.

And I also get really bored of talking about the same thing over and over and over again.

Especially when it feels like it’s not quite working, or I don’t have as much evidence as I’d like of people applying or buying or joining my email list.

And much as I wish that following my creative whims was a sustainable business strategy, I regret to inform you that it is not.

But why does new feel so good? And why does repeating ourselves feel so… hard?

Because new things give us instant dopamine hits. A fresh idea, a new landing page, different branding, a whole new offer suite. It all feels like progress. It feels like momentum. It feels like you’re doing something.

And when an offer isn’t selling as fast as you’d like, or you’re just bored of saying the same things in slightly different ways for the 47th time that month, making something new feels like the answer.

New offer = new excitement = new energy to sell = new sales, right?

Not so much, unfortunately, as anyone who’s constantly tweaked their offer suite and messaging can tell ya.

But staying with an offer long enough to refine it, build authority around it, let people actually know what you do? That requires tolerating discomfort. Boredom. The fear that maybe it’s not working because the offer sucks, not because you haven’t given it enough time or attention.

And our brains would much rather chase the shiny dopamine hit of a new idea than sit with that discomfort.

Being in the online world doesn’t help. Because everywhere you look, someone’s launching something new. A different model, a fresh framework, a rebrand, a pivot. And if they’re doing it, maybe you should be too.

So you start wondering if your offer is the problem. If your messaging is off. If you just need to package it differently, price it differently, call it something different.

And before you know it, you’re three offers deep into a year and wondering why nothing feels like it’s getting traction.

When you’re stuck in this cycle, it looks like…

• The Story You Tell Yourself →This offer isn’t working. Maybe I need a new angle. Maybe people don’t want this anymore. Maybe I’m just not explaining it right. Maybe if I package it differently…
• Which Leads to The Action You Take →Creating new offers mid-launch. Ghosting on your sales content because you’re already bored of talking about it. Launching something half-baked because the idea is exciting but you haven’t thought through delivery. Pivoting every few months and confusing everyone, including yourself.
• And Causes The Ripple Effect →Your people don’t know what you do. You don’t build authority or thought leadership around anything specific. You lose out on referrals and affiliates because no one can confidently explain your offers. Your lifetime customer value stays low because your brand feels like a pop-up shop, not a place to come back to. You’re exhausted, disoriented, and starting to wonder if any of this is working.

Did I make great money that year I made 27 new things? Yes.

Did I enjoy it all? Overall, yes.

Did I feel a little bit less bored with my offers? Yes.

But that year cost me, and that pattern of creating new things instead of iterating and refining existing things has cost me big time in my 9 years in business.

I had people replying to my emails saying they were considering buying from me, but they didn’t know which offer was right for them so they didn’t buy at all.

My client retention was lower because my offer suite felt like a rotating pop-up shop instead of a cohesive ecosystem they could grow inside of.

I wasn’t building name recognition around my ideas, my frameworks, my way of working. I was just… making stuff.

And I see this constantly with clients. Someone drops into a session with “hey, so I’m wondering if I should change my offer.” Sometimes it’s because they’ve just had a brilliant new idea, or they’re seeing a topic that an old offer addresses start to trend online. Sometimes it’s because they’ve been selling for a few weeks and it’s not working as quickly as they’d like, or they’re just bored of talking about the same thing.

Most of the time? It’s not the offer. It’s the discomfort of staying with something long enough to make it work.

So what actually works?

Most advice around this will tell you to “just stay consistent” or “trust the process” or “do some mindset work” or “commit to your offers for at least 90 days.”

Cool. Except when you’re bored out of your mind, when the dopamine of a new idea is right there, when it feels like your current offer isn’t working… willpower and commitment don’t cut it.

The real work is learning how to continually fall back in love with your offer.

Not in a gaslight-yourself-into-loving-it kind of way. But in a way that lets you find new angles, new stories, new ways to talk about the same transformation without needing to blow everything up and start over.

When you can do that, you get to feel the excitement and novelty you’re craving without paying the cost of constant pivots.

You fall back in love with your people and their potential. With the thing your offer delivers for them. With the version of them that exists on the other side of working with you.

And when you do that? You stop needing a new offer to feel energized. You can talk about the same offer in 47 different ways and never get bored because you’re not just repeating yourself… you’re exploring every dimension of the transformation you create.

You start building trust. You become known for something specific. You get offer famous. People can refer you easily because they know exactly what you do and who it’s for.

Your lifetime customer value goes up because people buy from you again and again. You build referral and affiliate networks because your offers are stable enough for people to confidently recommend.

It gets easier to fill programs because you’ve got systems to sell them, content to build on, name recognition around your ideas, and results to back it up.

You build real authority and thought leadership, not just a trail of half-launched offers that never got the attention (or cash flow) they deserved.

And you stop confusing your people. You make your life easier. Your offers and sales ecosystem gets simpler.

Less but better. That’s the goal.

I don’t want you to force yourself to be consistent with an offer you hate, but I do want you to build the capacity to stay interested, to stay in love with your offers.

“Cause really? This is just like any other relationship.

When you have the support, systems, and strategy to keep falling in love with your offer, you make different choices.

You build momentum instead of starting over every few months.

You stop chasing dopamine hits and start building something that compounds.

And you actually get to enjoy your business instead of constantly wondering if you need to burn it all down and start fresh.

Which is exactly why we work on offer positioning, messaging strategy, and sustainable sales systems inside of The Empathy Edge. So you can build a business that doesn’t require constant reinvention to feel exciting.

It’s a real good time.

The podcast on Friday is going to walk through a practice to help you reconnect with your offer and find new ways to talk about it without needing to create something new, so make sure you’re following The Resonance Effect wherever you listen to podcasts.

x

CQ

PS The Empathy Edge is a 6 month 1:1 retainer for service-based founders who want to grow into sold-out offers that don’t depend on referrals, social media and make-or-break launches. When you start this month, we’ll have your first sales messaging dashboard + sales campaign mapped out and running before the holidays. Get the deets here.

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