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The first product I ever created was a marketing course for yoga teachers.
And listen, it was rough.
I'm talking no fancy branding, dodgy lighting in my videos, and a sales page I built in about three hours because I'd promised people it was coming.
But you know what? I had that first year in business sort of confidence that said "Right, I've cracked it."
Spoiler: I had not cracked it.
I had one student I repeat one student.
Since then, I've helped build over 150+ courses, digital products, and trainings for clients and for myself.
And for years, I was absolutely obsessed with making something new. The next course. The next idea.
The next shiny thing that would finally make everything click into place.
Because that's the energy we're just exposed to especially in times like New Year's right? Keep launching. Keep creating. Keep adding to the offer suite.
But here's what no one bloody tells you:
More products don't always mean more growth.
In fact, sometimes the smartest strategy isn't creating something new at all.
It's going deeper into what's already working.
So in this essay, we're talking about what that actually looks like in practice and how to resist the pressure to go wide before you've gone deep.
The Product Trap: When More Is Just… More
Let me paint you a picture.
You've launched something. A course, a service, a digital product — whatever. And it's doing… okay. Not terrible. But not quite the way you imagined.
So instead of digging into why, you do what most of us do: you decide to build something else.
A different price point. A different format. A "gateway offer" that'll definitely convert better. You chase the energy. You chase the momentum. You tell yourself this next thing is the missing piece.
But here's the problem (and trust me, I've been here): each new offer adds complexity.
To your messaging. To your funnels. To your customer experience. To your bloody workload. More products can genuinely mean more problems.
If your core offer isn't converting, stacking five more on top won't fix it. It'll just mean you're now juggling six things that aren't quite working instead of one.
And that leads to:
Burnout (because now you're managing 6 things instead of focusing on 1)
Scattered messaging (your audience doesn't know what to buy — or why they should care)
Underperforming everything (because you haven't given anything the focus it needs to actually grow)
I learned this the hard way. I had an accelerator programme that ran for 6 rounds and brought in over £50k. It worked. But instead of making it better, I kept building other things around it.
Until I realised: I was building width, not depth. Depth equals sustainability.
When you go deep on one offer — refine the messaging, fix the funnel, tighten the onboarding, improve the actual experience — you build something that lasts. And THEN you add to it.
Because that's what scales.
Going Deeper: Three Product Types, Three Ways to Improve
Whether you sell courses, services, or digital products, there's always room to go deeper.
And in a time where everybody's launching, there's a lot of power in refining what you have instead.
Here's how to spot opportunities for refinement — without needing to create something brand new.
Courses or Education Products → Actually Look at Your Data
If you've launched a course or programme before, chances are you already have the gold. You're just not mining it yet.
Ask yourself:
What's your completion rate? (And be honest — most course completion rates are shockingly low.)
Where do people drop off?
Are students actually implementing what they learn, or just consuming and disappearing?
Use surveys. Check your email metrics. Look at community engagement (or the lack of it). Find the friction points.
Then tweak your content, your flow, or your delivery to make the experience smoother and more impactful.
Even small updates can double your impact without a full relaunch.
I'm talking things like:
Adding a recap PDF at the end of each module
Re-recording one confusing lesson (you know the one)
Sending better nudges mid-way through to keep people moving
Creating a "quick wins" checklist for people who feel stuck
You don't need to rebuild the whole thing. You just need to make it better.
Services or 1:1 Offers → Audit Your Onboarding Flow
If you offer done-for-you services or consulting, your client onboarding is probably the most overlooked opportunity to go deeper.
Ask yourself:
Are you answering the same questions in every single kickoff call?
Could part of your prep be automated or templated without losing the personal touch?
Do clients actually understand your process before you start working together?
Because here's the thing: a clear, thoughtful onboarding process doesn't just save you time.
It elevates your perceived value.
This could be as simple as:
A well-designed welcome doc that sets expectations
A Loom video explaining your timeline and what they can expect
A branded Notion hub where everything lives in one place instead of scattered across email threads
When clients feel looked after from day one, they're easier to work with, they trust you more, and they're way more likely to refer you or come back for more.
Going deeper here pays off immediately.
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Digital Downloads or Templates → Refine the Customer Journey
Selling lower-ticket products? The first sale is just the beginning.
Ask yourself:
What happens after someone buys from you?
Is there a logical next step, or do they just… disappear?
Are you nudging people toward your deeper offers, or leaving money on the table?
Going deeper means designing a journey, not a one-off transaction.
Look at your post-purchase emails. Are they just "thanks for buying, here's your download, bye"?
Or are you adding value? Sharing mini use-case examples? Encouraging them to tag you or share feedback? Introducing them to your bigger offers in a way that feels helpful, not pushy?
One strong funnel from a £12 product can drive hundreds in follow-up revenue — without you creating a single new thing.
YOUR HOMEWORK ✍️
Listen, I get it. It's tempting to chase the thrill of something new.
A fresh product. A new launch. A different format. That "this time it'll work" energy.
Goodness knows if I'm not addicted to it myself. But here's what I've learned after 50+ products and way too many late nights staring at Notion:
The real growth comes from going deeper, not wider.
So here's your homework for this week:
Step 1: Pick One Thing
Choose one product, service, or offer you already have. The one that's doing okay but could be doing better. Or the one you know has potential but you've been ignoring.
Write it down.
Step 2: Ask the Right Questions
Instead of asking "What should I create next?", answer these three questions about the thing you picked:
1. What's already here that deserves more of my attention?
Be specific. What part of this offer is working but could work better with a bit more love?
2. Where is the untapped potential hiding?
What feedback have you ignored? What data haven't you looked at? What improvement have you been putting off?
3. How can I serve better before I try to sell more?
What would make this offer genuinely better for the people who've already bought it or are considering it?
Step 3: Choose One Action
From your answers above, pick one thing you're going to improve this month. Not five things. One. Write it down. Put a deadline on it. Then do it.
Because sustainability in marketing doesn't come from constant reinvention. It comes from going deep instead of just going wide.
And it feels bloody good when you focus on making what you have better before you make something new.
Just as an example: we actually have an auditing and review course that I've been spending time refining. Instead of launching something shiny and new, we're making our auditing and review course better.
Because it's one of our oldest courses, and it's really bloody good.
But things have changed and shifted over the years, and I've learned so much more about curriculum design since I first built it.
By refining this course, we're also updating the same module about goal setting in our cohort and certification — something we've been running for six years now.
And every single cohort, we improve it. We refine it. We take feedback and we act upon it. Because that's what going deeper looks like in practice.
We make our courses and our cohorts — our core offerings — better. Not bigger. Better.
Talking about the course and the certification here is where you can find out more about both.
💛 The All-Access Pass — Your year-round toolkit for building smarter strategies, stronger campaigns, and better-performing assets (including the new and improved version of our auditing course). Courses, templates, expert trainings, and updates every month. Low-pressure, go-at-your-own-pace.
💛 The Certification — If you're ready for a marketing qualification that actually makes it fun (and useful), this is it. 14 weeks, live cohort, proper mentorship. We've been running this for six years and we make it better every single time.
You don't need to reinvent your offer suite or chase the next shiny format.
What you need is to back yourself. To choose one thing you've already built and make it undeniably better.
Because that's where the real momentum lives — not in constant creation, but in deliberate refinement.
So this week, I want you to go deep. Pick your thing. Ask the hard questions. Make one meaningful improvement.
And then watch what happens when you stop spreading yourself thin and start doubling down on what actually works.
You've got this.
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