“You know that response from that angry hater, after the first email? My supplier even said [email 2] was a beautiful response!”
– Michael K
/say • wuht’/: the Aha moment; a point of stark realization that life will take a different turn
Nothing but a handful of emails (no ads, no webinar, no social media), Michael signed on his first 31 monthly members.
That meant $1180/mo in recurring semi-passive monthly revenue. A successful launch to now, what has grown to over 250 Small Farm U members.
The challenge was unique.
What started as a request to “rework three emails” evolved into a complete communication overhaul that…
But the most surprising revelation? The framework that made it all possible already existed in Michael’s business—it just needed restructuring and proper communication.
Michael K, a consultant to small farmers, faced multiple barriers that prevented him from effectively communicating his value:
Michael believed his subscribers “loved him,” when in reality, only about 10% were genuinely warm prospects. This misconception created messaging that assumed familiarity where none existed.
His original emails projected a vibe of “You’d be lucky to be a fly on the wall when we’re delivering our stupendous consulting!”
Of course, not intentional, but this me-centered approach to messaging created immediate distance between Michael and his potential members.
How do you sell something that doesn’t fully exist yet?
Michael had only a login page with a handful of Google Docs—hardly the robust platform that his new members might be expecting.
Michael’s original framework contained 7 steps with extensive description text—not a bad start at all—but too complex for quick understanding and had much room for simplification.
If it could be made even simpler, then we could communicate much more effectively in emails.
Perhaps most critically, Michael severely underestimated what a proper launch required.
He showed up, ready to win.
But he believed his three pre-written emails would be sufficient after some tweaking, to convert his list.
The reality was that each email served as an individual sales message in a larger sequence—but each needed to chip away at this Expert Pedestal Michael was standing on, and instead, bring him down to earth where readers could relate to him.
Readers had to understand that he was just like them, only had stumbled over a system that was simple enough for them to finally get it too!
Rather than creating something entirely new, the Next Day Clients approach recognized that Michael already had valuable insights—they just needed restructuring and proper communication.
The framework transformation process involved:
This framework shift completely changed the emotional tone of Michael’s communication from “We’re so awesome” to “I’m just like you. We BOTH love farming. And WE Both want to do it full time.”
The before-and-after contrast demonstrates how the framework revolution transformed Michael’s business:
Before:
After:
The most remarkable aspect of this transformation was that it required no new advertising, no webinars, and no expansion of his subscriber base.
The entire success came from better communication of what Michael already knew, packaged within a clearer, more compelling framework.
What began as a “ghostware” concept evolved into Small Farm U—a thriving membership business that continues to grow in both members and pricing power, all built on the foundation of a properly structured and communicated framework.
