You know, a tiny little language course took me just 6 weeks to build and scared me half to death to launch.
But here’s the mad thing…
The emails I wrote for that launch 12 years ago – sitting up at 2am, eating digestive biscuits and wondering if anyone would actually buy – many of those exact same emails are still making me money today.
Not “similar” emails. Not “inspired by” emails.
The. Exact. Same. Emails.
Let me paint you a picture of what happens at StoryLearning these days…
We’ve got over 100 courses now.
Everything from Spanish to Japanese to Arabic.
When we built and launched each one, we followed the same pattern…
- Launch week arrived
- I (or my team) wrote the emails
- We recorded the videos
- Did the whole song and dance
- Cart opens, cart closes, we make our money
But here’s where it gets interesting…
Most people would file those emails away. “Job done,” they’d think.
Then, at some point in the future they decide it’s time to sell the product on evergreen.
“Time to write new stuff for the evergreen funnel!”
But hold on a minute…
Why?
Why would you write new emails when the ones you’ve got already work?
So we never did.
We took those launch emails, those launch videos, those landing pages – every last one of them – and just reused them for our evergreen funnels.
The email about my grandmother learning Italian at 83?
Still running.
The one about getting lost in Tokyo because I couldn’t read the signs?
Still running.
That slightly embarrassing story about trying to order coffee in Paris and accidentally asking for a shoe?
Yep, still bloody running.
(We do change “doors close tomorrow” to “bonus expires tomorrow” but that takes about as long as making a cup of tea.)
Understand:
Your new leads never saw your original launch.
To them, those “old” emails are brand spanking new.
They don’t know you already told that story to 10,000 people in March of 2019.
They weren’t there.
They just joined your list yesterday after googling “how to learn Spanish without wanting to throw your laptop out the window.”
So those emails hit them fresh.
This isn’t laziness — it’s called leverage.
But – and this is a big but – it only works if your launch content is properly good in the first place.
If you half-arse your launch because you’re in a rush or you’re scared of selling or you think “good enough” is good enough… well, you’ll have half-arsed evergreen content forever.
But if you nail it?
If you craft emails that actually connect, tell stories that stick, make offers that make sense?
That content becomes an asset.
A little money-printing machine that runs while you’re sleeping, on holiday, or binge-watching Netflix.
Namaste,
Olly
