You ever notice how weird it is, the way some people just start? Like they roll out of bed, slap together a funnel or a blog, run an ad, pick a product… and poof. They’re in the game.
Meanwhile, the rest of us spin in circles. Waiting for… what exactly? A divine marketing telegram? A spreadsheet that finally blesses us with the “perfect” answer to whether we should go all in on one glorious flagship product or cobble together a charming buffet of offers?
Time’s funny. It doesn’t tap you on the shoulder. It just kind of slips past you while you’re squinting at your tenth competitor breakdown.
And suddenly the thing you were sure you’d nail by June… it’s November. Another Black Friday’s looming. Algorithms have shifted. Buyer moods, too. That golden window you thought would last forever? Quietly shut.
The Sharp Simplicity of Pushing Just One Thing
Honestly, there’s a part of me that craves the neatness of it. Focusing your whole ecosystem, your ads, emails, TikToks, whispery LinkedIn posts, on a single product. A kind of cathedral marketing. One entrance, everything leads there.
Right now, if you run any sort of paid traffic, it’s borderline insane how much simpler single-offer campaigns are to optimize. Facebook literally wants to understand what you’re doing so it can shove your stuff in front of the most click-happy eyeballs.
A friend of mine recently slashed her cost-per-lead from $8 to under $3 by tearing down her jumbled multi-offer page and just pushing a one-product mini-site. One headline, one promise, one button. Her retargeting started performing like a dream because… well, it was obvious what people were coming back for.
Not sure that’ll last forever. CPMs creep up every quarter. More AI bots flood the ad pool. The machine will always reward clarity, but your competitors are catching on. Might be less winnable a year from now.
Bundles Feel Like Black Friday All Year
But then there’s this other truth I can’t shake: buyers, especially once they’re a tiny bit warmed up, love a fat deal.
Bundles. Stacks. “Wait, I get all that for just 60 bucks more?”
(You’ve done it. I’ve done it. We’re all magpies for perceived value.)
AppSumo practically built an empire off people grabbing things they might not even use, just because the pile felt irresistible.
So if you’re the kind of affiliate who has a few tightly linked products, the landing page tool that syncs perfectly with the CRM that automates the newsletter that promotes the workshop platform, why not group ‘em? Do it while people still feel a little flush, still optimistic about building their side hustle or scaling their biz.
Recession nerves are real, yeah, but ironically that’s why bundles work. Folks want maximum mileage per dollar.
One-Track Sites Are Quietly Winning Google
I was fiddling with a few niche sites last month, tiny ones, built purely around a single tool. The type of sites that two years ago might’ve felt risky because they were “too thin.”
Turns out, Google’s changed. With the constant algorithm updates, the spammy mass lists are getting smacked. But sites that go deep, that practically wrap themselves around one product or ecosystem, are skating through. Gaining ground, actually.
One of my buddies built a humble site just on ActiveCampaign automations. Six months in, he’s outranking giant blogs with generic “best email software” posts. Because Google seems to want to trust a little nerd with laser focus over a big site dabbling in everything.
If you wait? Well, those SERPs fill up. And a one-product authority play stops being the easy door it is today.
Multiple Products Keep Your List From Dying of Boredom
Then there’s email. The unsung hero.
If you’ve already got a list, 100 people, 5000, doesn’t matter, pushing different products can keep your audience alive. Because frankly, they’re going to ignore half of what you send anyway.
But if Offer A didn’t land? Maybe Offer B or C will. Or you learn that 30% clicked your webinar software link, and 70% ghosted your copywriting course. That’s data. That’s you getting sharper, building a mosaic of who’s on your list and what they’ll buy.
It’s also how you avoid that tragic scene where someone unsubscribes and writes: “This just isn’t for me.” Multiple product angles give them more doors back in.
And yeah, sure, the risk is you dilute your messaging a bit. But if you move carefully, segment, track, speak to problems not products, it can be ridiculously powerful.
The Real Crime? Waiting So Long You Miss Everything
I don’t know, maybe this is getting rambling. (It’s how my brain works when I’m wrestling something slippery like this.) But here’s the piece that keeps punching me in the ribs:
Most people lose because they sit too long.
They overthink whether to do a beautifully tight one-product campaign or a sprawling buffet of offers. They watch six webinars on the pros and cons. Compare funnel maps. Bookmark three dozen tweets.
Meanwhile, someone else, someone less “ready”, picks. Builds. Launches. Learns. Adjusts.
They’re doing. While you’re still sketching.
And that’s why most affiliate dreams never get off the ground. Not because people chose the wrong model, but because they never chose anything at all.
So, When’s It Gonna Be Your Shot?
If you’re still stuck on whether to marry one product or date a bunch, maybe you just… don’t decide yet. Do a tiny experiment for both. Run a one-product ad, build a silly little authority site on it. Meanwhile, drip a couple complementary offers to your list.
Test fast, ditch what flops. Run toward what clicks.
Because this market, affiliate, freelance, SaaS, ecom, doesn’t matter, it moves. The door you’re eyeing today might be boarded up next summer. Or worse, there’ll be ten new clever marketers who figured it out while you were still Googling “perfect affiliate marketing strategy.”
So. Messy steps are better than perfect paralysis. Promise.
Pick your direction, even if it’s only 51% sure, and run like hell. That’s how you catch the timing that the planners, the doubters, the overthinkers miss.
And I don’t know about you, but I’d rather stumble face-first into momentum than stand still with perfect notes. Wouldn’t you?
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