The event was an auction. The winning bid was $1,300. But we know that the winning bid isn't where the money's at in an auction. It's in the offer we make to the "bidders" after it's over. In this case, 90 people "raised their hands" by bidding. 72 of those 90 bought something afterward. They were given 3 options... And something cool happened. 51 of those 72 chose the MOST EXPENSIVE option available. Total revenue? $52,000. Now, there's an obvious lesson here. The winning bid accounted for just 2.5% of the revenue. The other 97.5% came afterward. But that's not the number I want you looking at today. It's that 51 of the 72 people that bought afterward CHOSE THE MOST EXPENSIVE OPTION. Not the bargain. Not the comfortable middle option. The most expensive one. Seven out of ten buyers reached for the top shelf. And THAT tells us something far more interesting than how much money the auction made. Because at some point, the FOUNDER had decided what his offer was worth. Probably based on experience. Maybe what competitors charged. Or simply what HE FIGURED his customers would tolerate. But the point is... He was simply GUESSING. Perfectly normal. It's how most businesses set prices. But then something interesting happened. Instead of guessing what people might pay, he gave them an opportunity to SHOW him. And they reached UP. Not down. UP. The auction didn't CREATE that demand... It EXPOSED demand that was already there. Think about that. The founder didn't need to invent another product. Didn't need to buy more traffic. Didn't need to spend six months building something new. He already owned the asset. He already had access to the audience. And the buyers already wanted what he had. The missing piece? He couldn't see how MUCH they wanted it... Until they started putting actual dollar amounts on the table. THAT'S the real find. Sure, the event generated $52,000. Nice payday. But it also identified 90 people who were interested enough to raise their hands.

Imagine this... You've spent SIX YEARS building an email list. 11,000 people. Real people. Customers. Prospects. People who've attended your webinars, bought your stuff, and actually WANT to hear from you. One Tuesday morning, you sit down and write an email. Takes you about 20 minutes. In that email, you mention a tool you've been using. Something you genuinely like. You include a link. Hit SEND. Close the tab. And go about your day. Over the next week, 90 people sign up for that tool. NINETY! The guy who owns the tool is thrilled. He sends you a DM... "Dude! THANK YOU!" And that's it. Transaction complete. You got a thank you. He got 90 new customers. Anybody else see something a little screwed up here? 😂 Now here's the funny part. This same business owner knows EXACTLY what his time is worth. He charges for consulting. He charges for coaching. He charges for his courses, programs, and services. Hell, he probably knows what an extra 30 minutes on a Zoom call is worth. But in six years... He's never once put a price on the attention of those 11,000 people. And THAT'S what I want to talk about today. Last week, we talked about WHAT YOU KNOW. This week, we're talking about WHO YOU KNOW. Specifically, item #111 from my list of 172 Things You Can Auction. An affiliate email send. Yep. ONE EMAIL. Because here's something I think a LOT of business owners overlook... Your audience isn't just a collection of email addresses. It's a collection of RELATIONSHIPS. And relationships have value. Think about it. Some stranger could spend thousands of dollars running ads trying to get in front of those same 11,000 people. And even if he DID get in front of them... They don't know him. They don't trust him. They have absolutely no reason to give a shit about what he's selling. But YOU? You send an email and they open it. Because it's from YOU. THAT'S the asset. Not the email software. Not the spreadsheet full of names. Not even the number of subscribers.

Seriously... Think about that old training you did a couple years ago. You know the one. Two hours of GOLD. Real people asking real questions. You giving real answers. No polished sales pitch. No fancy production. Just you explaining exactly how you do what you do. And now? It's sitting on your hard drive collecting digital dust. Why? Well... Maybe the audio isn't great. Maybe you said "um" about 400 times. Maybe your dog started barking halfway through. Or the slides have your old logo. And you've been thinking... "I really should re-record that thing before I do anything with it." But here's my question... WHY?!?! 🤣 Seriously... Does ANY of that make the information less valuable? Does the barking dog somehow make your expertise disappear? HELL NO! But it's funny how we look at our own stuff and tear it apart. We tend to put the most value on the things we're PROUD of. The fancy NEW course. The professionally produced videos. The shiny new website. Meanwhile... Some of the most valuable stuff in your business might be buried in a folder from 2022. Because it's OLD. Or ROUGH. Or just doesn't look like something you'd normally put a price tag on. But here's the thing... Your customers don't care how polished something is nearly as much as you might think. They care about ONE thing. DOES IT SOLVE MY PROBLEM? That's it. Think about it. If you're lost in the woods and somebody hands you a map showing EXACTLY how to get out... Are you gonna complain because it's handwritten on a napkin? HELL NO! You're gonna thank the guy and get your ass out of the woods. 🤣 And that's exactly how I look at old digital assets. That recording might not win any production awards. But if it solves a problem somebody is struggling with RIGHT NOW... It might be worth a helluva lot more than the beautiful new course that took six months and $20,000 to produce. And here's something ELSE worth thinking about... Some of your OLDEST content might actually be your most valuable.

Sales slowed. So a lot of owners reach for the usual fix... A discount sale. Sure... cash comes in... But now the team does MORE work for LESS profit. And a little grumbling creeps into Slack. Meanwhile... An older course sits at the back of the menu. Hasn’t been promoted in ages. Like hunting rabbits with a buffalo in the barn. See... Offers don’t usually die. They get sick. How? The buyers’ reasons changed (and they do all the time)... But YOUR offer didn’t. You're pitching the same offer with the same angle. Fix that and the price often goes UP. For example... We saw a $33 a month membership. Wasn't doing sh!$. Why? The buyers' reasons changed. We fixed it... And BAM! It became a $55 a month membership... And it did $108k in 14 days! Curious what’s still in yours? 👉 Let’s chat about putting your older offer back to work. You pay nothing until it pays you. ~ Nick