Miller Lite just did something brilliant.
Instead of losing all their sales to Dry January, they created “Damp January.” Not total abstinence. Not business as usual. A middle ground where people can still enjoy a beer, just… less often.
Here’s what’s genius about this: they didn’t create a new product. They didn’t reformulate anything. They literally just acknowledged that most people don’t actually want the extreme version of the goal. They want the realistic version.
And that’s the exact problem I see with live launching—and why learning how to build a product suite strategically is the difference between leaving money on the table and maximizing every launch.
The All-or-Nothing Launch Trap
Everyone’s out here treating their launches like it’s Dry January. You’re either ALL IN on the big offer or you get nothing. Cart’s open for 5 days, it’s $1,997, and if someone’s not ready to say yes right now, we’ll see them in 6 months when you launch again.
Meanwhile, you’ve got a whole group of people who are almost ready. They’re interested. They like you. They see the value. But they’re not at “$2K, let’s go” yet.
So what happens? They walk away. You lose them. And worse, they might find someone else who WILL meet them where they are.
What Consistent Revenue Actually Looks Like
Here’s what I learned after 6 years of running campaigns:
The businesses that consistently fill their programs aren’t the ones with the flashiest launch strategy. They’re the ones who know how to build a product suite that catches people at every stage of readiness.
I’ve got clients who run the same webinar pitch every single quarter. Same offer, same price point, same 5-day cart. And every quarter, we see the same thing: about 60-70% of people who register don’t buy the main offer.
But you know what they DO buy when it’s available? The $97 starter version. The $197 foundation course. The “let me dip my toe in before I commit $2K” option.
That’s Damp January. That’s the middle ground. That’s what happens when you build a product suite instead of relying on a single offer.
The Math That Changes Everything
Here’s how this plays out in real numbers:
Let’s say you run a live launch and get 500 webinar registrants. Industry standard says maybe 2-5% convert to your main offer. That’s 10-25 sales of your $2K program. Solid launch, right?
But what about the other 475-490 people?
If even 20% of them would say yes to a $97-$297 “start here” offer, that’s 95-98 additional sales. That’s $9,200-$29,000 you just left on the table by only having the “all or nothing” option.
And here’s the kicker: those people are now IN your ecosystem. They’re not cold leads anymore. They’re customers. Which means when you DO launch the big program again, they’re WAY more likely to buy because they’ve already experienced your teaching.
This is why building a product suite strategically matters—it’s not just about having more offers. It’s about capturing revenue at every decision point.
How to Build a Product Suite: The Framework
When you’re learning how to build a product suite, you need to think about three distinct tiers that serve different levels of commitment:
Entry-Level Offers ($47-$297): These are your bridge products. They deliver a quick win, solve a specific problem, and require minimal commitment. This is where people test your teaching style and get proof that your methods work.
Mid-Tier Offers ($497-$997): These provide deeper transformation on a specific outcome. More comprehensive than your entry offer, but more focused than your signature program. This is where people commit to real implementation.
Signature Offers ($1,500+): This is your main program—the complete transformation, the full support, the best results. This is where you want everyone to eventually land, but it’s not where everyone needs to start.
My Product Suite Example
This is exactly why I structured my business the way I did.
Ad Traffic School is my signature offer. It’s where I want everyone to end up because it’s where they get the most support and the best results.
But I’ve got Social Funnel Formula for the people who aren’t ready for ads yet. Webinar Wonder for the course creators who just need the funnel templates. Recapture & Reactivate for the people who want to start with retargeting before cold traffic.
Every single one of those entry and mid-tier offers does two things:
- Generates revenue from people who would have otherwise walked away
- Builds trust that makes them MORE likely to join Ad Traffic School later
It’s not rocket science. It’s just refusing to accept that “not right now” has to mean “not ever.”
Your Action Plan: Build a Product Suite That Works
So here’s what I want you to think about: What’s your Damp January offer?
Not the watered-down version of your main thing. Not the “cheap option” you’re embarrassed by. But the legitimate stepping stone that serves people where they actually are right now.
If you’re launching a $2K program: What’s the $97-$297 offer that gives them a win and builds trust? Maybe it’s your exact framework in a self-study format. Maybe it’s the first module as a standalone mini-course.
If you’re pitching a $5K service: What’s the $500 audit or starter package that gets them in the door? Maybe it’s a 90-minute strategy session with a roadmap. Maybe it’s a done-for-you audit of their current setup.
If you’re selling a $10K funnel build: What’s the $1,200 strategy intensive that proves your expertise? Maybe it’s the funnel blueprint and copy templates without the implementation.
You’ve already got the knowledge. You’ve probably already taught this stuff in different formats. You just need to package it as the bridge offer instead of treating every live launch like it’s all or nothing.
Common Mistakes When You Build a Product Suite
Here’s what NOT to do when building your product suite:
Don’t create a “lite” version of your main offer. Your entry offer should solve a different, smaller problem—not be a stripped-down version of your signature program. People will feel cheated, and you’ll train them to wait for discounts.
Don’t make your suite too complicated. Three tiers is plenty. Any more than that and you’ll confuse people (and yourself). Keep it simple: entry, mid-tier, signature.
Don’t price your bridge offers too low. A $27 offer won’t feel substantial enough to build trust, and it attracts the wrong buyers. Start at $47 minimum, ideally $97-$297 for a real transformation.
The Bottom Line
Miller Lite just proved what I’ve known for years: most people don’t want extreme. They want realistic. They want the path that meets them where they are.
And if you’re not offering it, someone else will.
When you build a product suite strategically, you’re not diluting your main offer—you’re strengthening it. You catch people at every stage of readiness, generate revenue you’re currently leaving on the table, and build a customer base that’s primed to invest at higher levels when they’re ready.
Stop treating your live launch like Dry January. Give your audience the Damp January option. Meet them where they are, deliver real value, and watch what happens when you stop forcing people into an all-or-nothing decision.
Ready to build a funnel that captures leads at every stage of readiness?
Social Funnel Formula walks you through building exactly this kind of ecosystem, from the free content that builds trust to the email list of your dreams.
