Originally, I had something else I wanted to share today…
BUT
Yesterday, I saw an overly dumb post in a Klaviyo email group that I have to rip apart for you. For education… and for entertainment. LOL
*cracking knuckle*
Here’s the post (quoting word-for-word):
“A silent killer of an ecomm business – not adding more products.
If you don’t add more products regularly you are in constant acquisition mode.
Acquisition mode is expensive
Emails are not expensive.
But, if you don’t have any new products to email your past customers then you’re kinda stuck…”
Okay.
*deep-breath*
Line-by-line humiliation breakdown:
“A silent killer of an ecomm business – not adding more products”
You know what another silent killer is for an e-commerce business?
Not knowing what you’re saying and wasting time listening to clowns inside FB groups. 😉
A few years ago, I took on a client in the health niche.
They have…
…wait for it
…*drumroll*
…exactly
…ONE product.
Not just one product, one product that customers will only need ONCE in their whole life. This means – ABSOLUTELY ZERO REPURCHASE.
That client scaled to 290M+/yr during the time I worked with them.
Having one product silently killed this client, forcing them to become the first health unicorn in their country.
*wha-wha-wha*
I feel so sad for them.
Anyways, next up…
“If you don’t add more products regularly you are in constant acquisition mode.”
Hmm…
Have you ever considered that… even when you add more products… you are still in constant acquisition mode?
Like…
That’s the name of the game.
You use ads to attract more customers and email to turn them into repeat customers. You will need to do this, no matter how many products you have.
Don’t believe me?
Walmart has 50 to 60 MILLION products, yet…
Walmart spends ~5.1 BILLION on advertising per year.
(2023 – 4.1B, 2024 – 4.4B, 2025 – 5.1B)
So… you’re telling Walmart that the solution to “jump off the hamster wheel” is to run more ads? *shake me head*
If you are SO afraid of acquisition… you’ve really picked the wrong business.
I’m a full-stack email marketer.
I’m really good at what I do.
Most of my clients stay with me for over a year.
And I would NEVER tell my client to “dON’t dO aCQuisiTiOn.”
“Acquisition mode is expensive”
You know what else is expensive?
Creating a damn good product.
Not some dropshipping trash from Alibaba.
A valuable, high-quality product.
If you’ve been working with e-commerce for long enough, you’d know that to create a really good product is arguably MORE expensive than firing up a few ads.
“Emails are not expensive.”
Where did that line come from?
I’m not even going to entertain the idea… since this guy can’t even write a paragraph that makes sense.
“But, if you don’t have any new products to email your past customers then you’re kinda stuck…”
You mean… as stuck as you are when you create a bunch of new products but have no subscribers left to market to? And… have to turn up… you guessed it… ACQUISITION?
Look. I love emails. I’m all-in for writing stories that make people stick around for years, obsessing over your stories.
BUT –
Even I am not arrogant enough to think people will NEVER unsubscribe from my newsletter. They will. So…
How are you gonna replenish the list?
With new products?
LOL
With acquisition, of course.
In addition –
I can already see how BAD this guy is in email… when you don’t have anything to email to your past customers because you don’t have a new product.
Come on.
It is literally your job to come up with new hooks, angles, and stories to sell.
Remember the client I told you about in the very beginning?
290M+ a year with one single product.
At the time, I was helping them write 2 simple story-driven emails a week… exploring different hooks and stories every week… selling the exact same product.
And we were doing 4-28k per email, selling ONE product.
Lesson?
Don’t hire an email marketer who doesn’t know what to send unless you can create new products every week?
To be continued…
– WYH
P.S. – Someone else commented:
“Never heard anything more wrong! Unlimited angles to communicate around one or a few products. New isn’t necessarily better.”
The author replied –
“and where are these new angles communicated?”
Emails. Duh.
And guess where these email subscribers came from?
Acquisition.
*sigh*