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independence3 unconnected · 2 more authors in those circles
standing

contested · 7 claims against 3

applies to

b2b and consumer, needs an existing audience

confidence

high

evidence

10 claims · 10 articles · 4 receipts

window

2013-11-11 → 2026-01-01

3 builders who never spoke to each other · contested

Sell more of what you have already made

Assume the market is nowhere near saturated and that most of your audience has never heard of the products you already sell, so re-promote them deliberately rather than building something new. The back catalogue is a distribution asset: repackage accumulated material into standalone products, turn a book into a course, and expect a new edition to outsell the original because the audience has turned over. A membership stops selling when you stop shipping, which is a catalogue signal rather than a market one.

Where this splits

Re-promoting the existing catalogue is presented as the cheapest revenue available, while one builder measured products launched inside a single month outearning his entire back catalogue and concluded the launching itself is the engine.

  1. side 01 · 7 claims

    Promote and repackage the products you already have

    Corey Haines · Cory Zue · Justin Jackson · Nathan Barry

    1. 1Assume you have not saturated your market and sell more of what you already have instead of building something new.
    2. 2Assume most of your audience has never heard of the products you already sell, and re-promote them deliberately; a new edition can outsell the original because the audience has turned over
    3. 3Assume your market is nowhere near saturated after one launch: the person your peers think is inescapable is unknown to people half a step outside that circle
    4. 4Repackage the material a membership has already accumulated into standalone ebooks so there is something new to sell.
    5. 5Repackage a successful book as an interactive course with video walkthroughs and worksheets you review, so you can charge more and teach faster.

  2. side 02 · 3 claims

    Keep launching new products, the launch is the engine

    Corey Haines · Florin Pop

    1. 1Back a repositioned membership with a burst of new content plus a fresh course, so the higher price has something behind it.
    2. 2A membership decays if you stop shipping: slowing sales are a signal that the catalogue needs new products, not that the market left.
    3. 3Products launched inside the month can outearn the whole back catalogue, so keep launching rather than optimising what exists.

What it returned

  • 3

    Laura Roeder makes seven figures a year from training courses with only 3 products

  • 99%

    He had never heard of Marie Forleo when bloggers at dinner complained she was everywhere, and had never heard of Pat Flynn either; he estimates 99% of a book's target market still does not know you exist after a launch

  • 2025

    Swipe Files was rebranded in 2025 and shipped four ebooks, among them one on SaaS marketing ideas.

  • When he asked Twitter and Facebook for reader case studies, a surprising number of his own followers replied asking what Authority was; the new edition beat the original launch despite selling to a list that mostly already knew the book

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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More in sales

all sales plays

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.