Should I add an offer I only launch seasonally — the one that isn't always open — to my standing offer signature?"

Short answer: maybe.

Likely answer: yes.

A menu of offers is roughly 10% of what most readers actually need to make a buying decision. The other 90% is everything that turns a curious reader into someone who clicks and buys.

And no, I'm not talking about "training your audience to buy." Barf. They're whole humans. They don't need to be trained. They need to feel welcome and connected.

So let's talk about one of my favorite ways to start shifting the tide to an email list that actually buys from you.