How to reignite your passive offers that aren’t selling right now

My in-laws are here for two weeks (10 hour journey, two suitcases, a million stories from my mother-in-law 🤍).

So with way less time on my hands, I did something I've never done before. A midyear sale. 50% off for 50 hours only. 

But here's the thing nobody tells you about passive income. It's not actually that passive. Your funnel is like a fire - you don't build it once and walk away. It needs stoking.

So I'm sharing exactly how I poke mine back to life when the embers die down. And honestly, it takes about 30 minutes a day.

👉 Grab the Short Burst Sale Playbook - my entire workflow, emails, stories, and screenshots

 👉 DM me on Instagram - are you going to run a short burst sale?

Transcript

Hello, guys. Welcome to the Flow State Business Podcast. If you're brand new here, a massive shout-out hello. I'm so glad that you've landed here. It's gonna be a treat for your business, especially if you're leaning into what daily sales can look like for you, what passive offers can do for your business, and how all of this leads to an effortless, more flowy way to attract your dream soul tribe of clients. So hi, my name is Ruby. If you're returning listeners, I know we've got so many here, I'm always entirely grateful. And yes, I'm doing little heart fingers like the K-drama people do. So sending all these love hearts to you. Oh, okay, so let me think. Where do we start? My in-laws are here. They have traveled 10 hours to come and see us. They live on the opposite side of the country. Australia is massive, so it was a 10-hour journey for them, and they're here for two weeks. I love having them here. It's just always a blast. My father-in-law is so cheeky and so witty and so funny. My mother-in-law can talk underwater and tells me the most insane stories, which I love. But it also means I have a lot less time for content creation, for running the business in general, for deep thinking, and for creativity in general. You know, 'cause you- you're just managing so many things, and you're taking them places and, you know, you're, you're being a tourist in your own city, basically. So- When I saw that on the calendar and that was coming up, one of the things that Mike and I discussed was running a midyear sale. We've never done one of these before. It would only ever... We, we would only ever run a sale at the end of the year around Black Friday, and that was it. So I said, "You know, let's run a midyear sale," had an idea, popped in when I was having a shower. Don't the juiciest ideas come when you're either having a shower or when you're doing a drive and you're not listening to anything? I just always find the best ideas come. So anyway, I was in the shower for this one, and I just heard, "50% off for 50 hours only." And I thought, "Well, that is fun. That's fun. I can, I can do this." Very playful. Thank you, future Ruby. This is exciting to me. And that's, you know, I always say that's the feeling you're going for, guys, not just plucking somebody's strategy and hoping it works for you. You've got to find the feeling of playfulness when you're dealing with something like a sale, in essence, right? So anyway, k- hopped out of the shower, yelled out and said, "We should be doing a 50% off sale for 50 hours, and let's run it before the folks get here." So we've run, uh, many sales before, but like I said, this is the first middle of the year type of sale, and I really wanted to sit with it quite intentionally and think about, what does a midyear sale require that an end of year sale does not? And I think typically what you may find with midyear sales is, I mean, this could be at any time, but there's always gonna be sales running, but I find the spikes are middle of the year, especially for us, um, in Australia, we have end of financial year, so a lot of end of financial type sales are going on right now. And then at the end of the year with Black Friday, you're obviously competing with, you know, all the marketing there as well. But regardless, middle of the year, I leant into the energy of June- And I always think, like, June is the time of year when it feels like everything's culminating. People can't believe it's six months in. Things are moving really fast. And I think about my corporate people and how they have budgets to spend before, you know, the end of financial year, otherwise they don't get their budget reinstated potentially. I think about people who want to pay for personal trainings and development before their personal taxes. So anyway, I wrote down this big, like, word cloud of where are my clients at, and I really think about, like, particularly my, uh, client groups and, you know, es- essentially, like, where they are at. I know that there's a lot of my clients who are still working nine to five wanting to quit their job and start a business, in the meantime, start a passive funnel. I also have clients who have done seven, eight figures even. Oh my gosh, one of my clients told me she's done eight figures in revenue across her three different businesses over five years. Wild. So, but she's never cracked the code with daily passive selling, and she's like, "How do I do this?" So anyway, thinking about all of them and their avatars, do the word cloud thing, guys. It really, really makes a difference 'cause it helps you set that intention really well for how you wanna position a sales during this time. So, that was really fun. Now, I will say that at this point now I've been... If you're new here, I started my daily passive sales journey in December 2024. And, you know, if you've been around here for a while, you'll know that my whole model runs on evergreen sales. That leads to a bridge model. The bridge model then leads to my premium one-to-one, very hands-on, very active coaching. So as of December 2024, it has made sales every single day. That is so crazy. Almost 600 days without missing a beat of daily sales. Some days it might be $7, other days it might be $5,000, $10,000. But this was the dream for me for so long to have consistency of income across the business and not be feast or famine or not be nothing and then heavy launch and then exhausted and then my nervous system felt shot. So this was the dream. It's now real. I live it every single day. But today I have to be very honest with you about the part that most people leave out when they talk about passive income because there is a piece that is absolutely critical and matters more than the funnel itself. I'm not being dramatic. This is something that it's actually taken me some time to realize. That realization dropped upon me during the mid-year spree, which is what I call my mid-year sale. I knew I had to, like, jump on the podcast and give you a bit of a debrief of how the 50-hour sale ran. This shouldn't be a shocker, but I'm gonna say it anyway. This is the thing that nobody tells you. A passive funnel is not something that you build once and walk away from and it just churns out cash. I mean, wouldn't that just be a vibe? If that was the case, everybody would do it. The reason why most people who move into a daily sales/passive income model is because a great part of them believes that that's the case, and then they work out that that's not the case and that there's more elements to it, which is why passive sales isn't actually all that passive, especially in the first few years of setting it up and trying to work out how to scale this thing. I really want you to think about your passive income business model as a fire that you're starting and how you're tending to that fire. I love doing this, by the way, in real life when we go camping. I just love it. I love gathering all of the little dried bits and the sticks and the, you know, and the logs and then keeping the fire stoked and sitting around it and tending to it. That's what a passive income business model essentially is So if it's like a fire, when you build it, you have got this beautiful warm flame going, and that could be your passion, that could be your vision, that could be your products. You may already have a few on the go. And sales are coming in initially, so you've marketed it to your close networks, your current email list. Your current people are excited by it 'cause it's new and it's different. And maybe if you're someone like me who's only ever had, you know, premium offers available, all of a sudden you're telling your audience that you've got something way more accessible. You will see a spike in the early days because it's new and it's different, and it feels easy and you're just like, "Yes, this fire is amazing." And then what happens is your current audience have bought all the things, and you are now left with, "Oh gosh, I need to keep stoking this flame." And that's where I feel a lot of coaches who want this business model, they forget about the stoking. They go out there and they try and gather more, and they gather more and they make more and they make more, and they try... They- they're away from the fire. You know, they're trying to gather all the things to make this a fucking huge bonfire. But in the meantime, the embers have died down. Life happens. You get busy. You go quiet for a bit. Your energy dips. You tell yourself, "Oh, I shouldn't have ever made that fire in the first place." And slowly that fire, as it starts to settle down, so is your energy and your passion behind it. And you know, maybe every now and again it is still making a sale here and there. It is still sparking up here and there, but it's lost its heat. And this is the part where it's really important. Inside of my mastermind, we cultivate this conversation so much, and there's one key element of the daily sales model which I'm definitely gonna concentrate a lot more on over the next couple of weeks, and I really want you to get out of the panic because there's no need to. The embers are still there. The funnel isn't broken. It's not that people don't resonate with your work, and it's not that the pricing's too low, and it's definitely not that you need to rebuild the fire or the whole thing and add five different steps or run ads or start launching again. Just chill for a sec, babe. Just, just chill, okay? You're making it much harder than it needs to be You also did not build a passive income side to your business to have to leave your premium level work to tend to your small offers. I know a lot of you are falling into that trap, and when you zoom out, you're gonna feel extremely unsatisfied and extremely annoyed by this model because you're gonna say it's not worth it. You're gonna say, "90% of my energy's gone into trying to work out this stupid funnel when I could have been making high ticket sales, and therefore low ticket daily sales don't work for me." You've just got the order of things back to front, and you're overcomplicating what this fire actually needs. Because if you've ever chucked a whole heap of stuff on an actual flame, what does it do? What does it do? Smothers it. And that's what you're doing. You're building one offer after another after another, an upsell and a bump and an upsell and a bump, and trying all these tricks and countdown timers and deadline funnels. You're smothering the energy and the passion behind why you started this in the first place. So let's just take a step back, okay? And all I want you to do is give it a little poke. You done that in a real fire? It's ama- it's just like poke, and you may see some little embers sort of fly up into the air, and you see kind of just this like beautiful burn in the log. And then you just give it another little poke and maybe just a bit of oxygen. That's all. You're not adding more. Maybe you're just lifting up one of the logs, giving it some oxygen, and then all of a sudden you see the thing roar back to life. Roar back to life. The fastest and the most fun, profitable way to do this is by running a short burst sale. This is what I did, 50 hours, 50% off. What is a short burst sale? Let's talk about what it actually is. So let me define it. Because I don't mean discounting for the sake of it and this big discounting drama. A short burst sale is a sale that you open for a short amount of time, and I mean five days absolutely maxed. I personally love the 50 hours. That was a vibe. Sometimes the shorter it is, the more oxygen you give it, and it's... That's really what I found, where 24 hours is too short. You know? Like, it was almost... It didn't give people enough time to read their emails. But 50 hours? Ooh, that was really fun, and it gave people this energy and this reason to buy now. And then I closed it, and that's it. So I won't talk about the full semantics of what went in there. By the way, if you want, like, the full walkthrough, the emails, the stories I posted, the messaging I did, the mindset work that I did, uh, the exact screenshots of, you know, exactly, like, how I place things on my sales pages, go to the show notes right now and go and grab that guide. It's the playbook, the short burst sale playbook. Go and grab that. It is so good. It's just packed full of literally my entire standard operating procedure of how to run a short burst sale. You'll, you'll love it. Now, every time I run one, which like I've said at the start of the podcast, it was only really year-end, uh, that I've done this, and then now midyear. The first thing that I usually do is I get really prepared mindset-wise for the next couple of days. Like I, as my son would say, I lock in. You've just gotta lock into this sales energy. But it's not what you think. It's not hours and hours and hours on a laptop and hours and hours and hours on a phone. What I mean by that is that you're saying to your energy, "Hey, for the next three days, we're all in on this. This is gonna be so fun." But in terms of the time period that I actually spent on the business, because again, as context, my in-laws are here. We're preparing for them to come, at least at the time. I didn't have hours and hours, but I did have about an hour a day that I would prepare stuff. I'd prepare the sales page. I'd prepare the things that I post on Instagram, the image. I'd prepare the emails that I would send, things like that. So an hour a day, and then I could literally set and forget. Like I said, everything is in the short burst sale playbook. You'll see that, all the things that I, that I did in that time. Now, why this works is because a short burst sale is never really about the discount. The discount is just the doorway, and that's really fun, and it's exciting. But what is actually happening is a pipeline event. So stay with me on this because once you see it, you won't be able to unsee it Every single person who buys from you during the sale has just done the most important thing a human can do in your business. They have crossed the line from follower and observer to client and buyer. They have taken out their details, their card details. They have trusted you with their money. They've decided, "I'm gonna exchange some energy for this, and I've decided that, yes, this is the price point for me to enter the doorway." The data on this is wild because the biggest gap in business is not between someone who buys your $1,000 thing or your $5,000 thing. The biggest gap is between someone who has never bought from you and someone who has bought from you once. Did you hear that? The biggest gap is between someone who's never bought from you and someone who's bought from you once. That very first purchase is so important, my loves. Changes everything. Because how that person relates to you is now fundamentally different. So when I run a short burst sale, and hundreds of people come through and grab a $27 e-book, I've not just made some quick cash. I've just filled my world with hundreds of warm, proven new buyers who know exactly what it feels like to buy from me, and that trust bank is going up and up and up. Those people are the most likely humans on the planet right now to go in and work with me at a higher level later. That's honestly where the millions in revenue comes from. They are primed for the bridge. They are primed for the mastermind. They are primed for the bigger work. This is the part that most coaches miss when creating a low ticket model. But we don't think shortsighted. You're here now. Flow State Business is all about that long-term play, that big North Star and how we create this pathway, that beautiful yellow brick road towards that. Now, if you just end the podcast here and you go grab the Short Burst Playbook, I'm happy. But I really just want you to remember that a passive funnel isn't meant to just sit there passively. It needs to be tended to and it needs to be poked around and a fun short burst sale is going to do that for you. And I wanted to release this episode before the end of July 'cause that's typically mid-year energy, right? So you've got time. Get the playbook and put it into play before the end of July. You've got, if you're listening to this live, almost six weeks to have a play around with this energy. So the theory is a short burst sale stokes the funnel today. It then fills the pipeline for tomorrow at the same time. So a short-term cash injection is fantastic, but what I really want you to celebrate is the long-term strategy. In a very simple way, you've just allowed more people to come into your world. Now, I had a chat to a mastermind client this week about exactly this and she's like, "Is it even worth it though? Like if you're putting things on discount and it's $27 and it's 50% off, you know, it's just a couple of bucks here and there." Again, this is the philosophy. I don't think about it as a $10 checkout or an $11 checkout. In fact, as you're starting to grow this level of business, you'd, you'd be so happy to acquire an $11 lead. Trust. Right? Like that is still great stats. Instead, I'm getting paid $11 for them to decide whether or not they're gonna be a lead for my mastermind. Do you see that? Like that reversed thought process there? That's where, for me, I feel the abundant energy just runs through the veins of my business and why I celebrate every single sale. Now we'll also add this. Most people who checked out didn't check out at 10 bucks. They didn't even check out at 30 bucks. They didn't even check out at 50 bucks. They went on and they added and they added or they had multiple checkouts. I've got Michael gathering the data here, but from what we can see initially, an average order value of a person buying during the sale was 200 USD That is wild. I'm so happy about that. And in most cases, you know, two- a $200 offer isn't considered a low ticket. You know, it's immediately a bridge offer type of checkout. And this is one of the most underused strategies in this whole industry, and I put it all into the playbook for you, so again, go to the show notes. But, you know, I really was sitting with this because I just think, in all honesty, my mother-in-law was talking to me and I just kind of... My thought process just went off, and she was just telling some story about someone I didn't know, and I was like, "Oh, I need to say this on the podcast." So guilty. Anyone else do that with their family members? Anyway, r- I literally had to get out my phone and just quickly write down, um, short burst windows beat long launches, so I remembered what to tell you guys. So here's the, here's the segment that went on in my brain as she was telling me some story. Anyway, so the window itself is important. A short window beats long launches because the question I get is why do you keep it open for such a short period of time because it's doing so well? A short window forces a decision, right? Think about it. You know, like we love a countdown timer. I always tell my mastermind, I really hate doing those last call emails. I just don't like them fundamentally, but it freaking works. Just crazy. I think we had a buyer come in, shout out Amy, who bought one minute before the timer went down and bought multiple offers in that time. Just so funny. Anyway ... And it could have just been when she saw it, but I still think human beings love a last-minute slide through. Anyhow, but when you give someone, let's say, two weeks, they will take two weeks to make a decision, or they'll take two weeks to forget. But when you give them 50 hours, they have to decide because shit's going on on the weekend. If they don't do it now, they won't do it. The deadline does the persuading for you. So one thing that you'll see in the playbook is that you've always gotta have countdown timers on if you're doing a short window. Countdown timers are an essential key in this, which means that you never have to beg, and you never have to do the cringey countdown thing yourself. You're just telling people, "Hey, this is happening." Then when they land on the page, they can see when the sale's ending. Okay? That's, that's it. That's as far as the pushiness, I'm just doing that in air quotes, the pushiness goes. The short window also protects your energy. So I find that if anything goes past five days in general when I'm, like, doing a big announcement of stuff, anything five to seven days, I'm totally drained, you guys. I don't know what it is. I... Maybe it's just perseverance. I don't know. But my energy is meant for the short burst, and a two-day sale for me really helps my nervous system. It doesn't sound right, does it? It sort of sounds counterintuitive 'cause you're kind of squishing everything together, but I just think the long... If I was still in a sale period now, A, I would either just get really bored, I'd move into apathy, or I would just be nervous every single day around, like, whether people are buying. But with a short burst, personally, I find that you stay really light and playful. You stay in overflow. Honestly, that energy is half the reason why these sales convert because when you're selling from overflow instead of selling from need, the people feel it and they buy. When you're selling from panic because, you know, it's like I haven't made any money, or I need money for rent, or I need money to pay for that flight, people feel that too and they hold back. It's... Your energy is doing more of the selling than, than your copy is. It's doing more of the selling than, you know, your Clauded, over Clauded ChatGPT messaging is doing for you. And I will say that again because it's really important. Your energy is doing more of the selling than your fancy copywriting is. So- Let's do it. I'm gonna create the pathway for you. I'm gonna talk about how to set one up, and then you're gonna grab the playbook and then actually see what's on the inside so that you can grab my workflow and make it yours and have fun with it. Okay? So, um, if you're still here, it means that you're interested in how to do this yourself, so let me give you the pathway. This is the actual shape of how you set one of these up. So step one, you need the occasion. What's the reason? For me, it was end of year, midyear, midyear spree, let's have some fun. That was my occasion. It could be a birthday, it could be an anniversary, it could be end of financial year, it could be calendar year, you could be planning for Black Friday. You get what I mean. A podcast milestone, you might do a podcast bundle. So you can do something that's, like, related to your own milestones. I had a client the other day say that it was her parents' anniversary and, you know, she thought it was actually quite fun to use that because it worked for her business because she was doing something, you know, that, that worked. So you've got to find something that's going to be an occasion, and that's gonna be part of the fun thing that you're selling. And have a fun moment with it. Just pick a moment. Don't overthink it Number two, choose what goes on sale. So this is where the strategy comes in. You can put your lower priced offers in the sale, so like your e-books and your mini courses, your bundles, the things that are easy yes purchases. Like for me, because I've been doing this since December 2024, I had six e-books, five mini courses, two audios. So that was actually easy. I just applied the code, set up the code in SamCart, said it applies to this shop, this shop, and this shop, and then I gave it a hard end date. And then like literally with SamCart you can say the code expires on this time, so it's not manual, and it just literally if you try to put the code in at 11:01, done, gone. Everything's back to full price. So that's also really fun energetically that I didn't have to like do that myself, that, you know, I've set it up. Fu- past me had set it up. But you also wanna protect your high end, okay? So your private work and your masterminds never go on sale, or at least not in this capacity, not in a short burst kind of way. There's another method that you can do for your masterminds. But I really want you to protect your high end because those prices need to stay really sacred for the whole model to work. And these little offers at the front door, you know, I talk about it like from a chessboard perspective. They're like your pawns moving first. You, you never sacrifice the king upfront, otherwise you're dead. Okay? So the big offers literally are protected. Step three is your asset stack. So this is the part people really overcomplicate so badly. Oh, I had a really like fun time coaching one of my clients who was also doing a short burst sale, and she shared her Google folder with me and all of the things that she was gonna do, like full timelines and I get it. Like type As, you guys love this, right? Like you love a spreadsheet with what day, color-coded when, how, and you know, that's how your brain works. But just enjoy, okay? Enjoy how undone a short burst sale gets to be. Enjoy how undone a short burst sale gets to be. Okay. So I'll give you an example. 30 minutes every day for the 50-hour sale, I sat down, woke up pretty early in the morning, it was fine 'cause I could just chuck the World Cup on and watch the World Cup, which was great. I made my coffee before anyone else was awake and, you know, sit there in front of the telly, and I would draft up a short email, and I would think about what Canva image I wanted to put up, and then later on the, in the day, I would post a story. That was it. That was the whole daily workload for a short burst sale. Took me 30 minutes. I'm not building funnels. I'm not running ads. I don't run ads to my short burst sales. I really feel a short burst sale is meant for your current audience. If you're taking your ad out to a cold audience, it sets a kind of direction around your brand, and I don't want that for you. I just want your current fence sitters to convert. That's really why short burst sales are so important. And if you're saying, "I don't have any of those," you do. They're just stalkers, and you've got no idea they exist, but they are there. So that's besides the point. Um, a couple of emails, a few stories, and the sale links would just go out. That was it. My entire asset stack was one email every day and two or three stories. I didn't even post to feed about it. That's, that was what worked for me. Step four is the window and the close. So you decide how it runs, and you tell people clearly how it's going to run. It's that whole thing of, "Guys, I'm gonna tell you what I'm gonna do, I'm gonna do it, and then I'm gonna tell you what I did." So I'm gonna tell you what I'm doing. I'm gonna run a sale. Then in the middle of the sale you're telling them, informing them the sale is now on. And then once it's done, you do a close off, like what I'm doing now. In startup land when I was working for tech startups, we would do this after every app launch. We'd stand up in our standup, and the whole team would be there, like 20 of us, and we would call it a retro. So retrospective, what worked well, what didn't work well. This is so important for your business. Now, the close is where most of the money lands. So don't get shy. You know how I was saying earlier, I hate saying it's ending or it's coming to a close. Just do it, okay? Like final day, show up, remind them. You let the deadline do the work for you, and then you shut the doors. And then finally, step five for me is just being super grateful, and I do this big closing ceremony in my own, you know, energy. And you know how I was telling you about my June success spell? My God, you guys, it is so good. The one that I said last week in the episode, I call upon the boundless energy of the universe to expand my horizon. Well, the closing spell is like, "I call upon the boundless energy of the universe to expand my clients' horizon. I thank you for the energy you've given me to run this short burst sale. I'm so grateful that I stayed healthy, that I stayed focused, that my North Star is shining brighter than ever. Bless the people who have gotten the courses, help them see things clearly, and thank you for continuously blessing my business with amazing soul tribe clients." That's how I close off the energy, and it is a prayer. It's something that I'm sending out. I just believe that whatever you send back out comes back to you in return, and it's just so beautiful. You know? Like, so I think there's something so gorgeous about doing something like this because, I don't know, Michael and I were just celebrating every single sale. It just felt like, again, the fire was roaring again. Like absolutely roaring. So anyway, here is what I want you to take from today. Your passive funnel is a living thing. It does not need you to chuck more stuff on top of it. It needs stoking. A short burst sale is something that you do to just bring more energy behind it again. Brings the cash in, fills your pipeline with soul tribe buyers for tomorrow. It takes you about 30 minutes a day to run. If you decide to do it for three days or five days, it's so worth it. Make sure you pick your occasion, and if you want me to hand you the entire playbook of what I did without figuring it out alone, or at least just wanting to see behind the curtain, the playbook is waiting for you in the show notes link. If you can't find it for any reason, shoot me through a message on Instagram, I'll send it to you directly. But thank you so much for being here with me today. I love you, and again, always so grateful for your support. Head on over to Instagram. Let me know what your thoughts are, if you have any other questions, and also let me know if you are also someone who's grabbed the playbook. All right. Oh, okay. I'm gonna go hang out with my in-laws now, and I will catch you very soon. Bye, my loves.