At 8pm one night I got that look in my eyes. The one my husband knows means I'm about to ride the wild donkey.

By 4am I'd sent an email every hour, illustrated cartoons to go inside them, invented offers I'd never sold before, and slapped a 24-hour expiry on every single one. I also let people email me their OWN offers at their own price. Total made in that 24 hours: just over $42,000.

This episode is the full blow-by-blow. What I offered, what sold, what broke, and why I'd absolutely do it again.

Who this is for:

If you're a creative, neurodivergent business owner with twelve half-planned launches in your notebook and a nagging feeling that you need a proper strategy before you're allowed to sell anything, this one's for you. You don't need a funnel. You don't need a launch runway. You need permission to act on the wild idea while it's still hot.

Topics covered:

• What "riding the wild donkey" actually means, and why people still talk about it 15 years on
• The full list of offers I made (encouragograms, business audits, VIP days, 60% off Take Action Club)
• Letting my audience make ME offers, and how I decided yes or no
• Doing it all on PayPal links because setting up Kajabi properly would have killed the momentum
• The Kajabi outage that hit in the final hours, and how we handled it
• Why I don't track unsubscribes
• Decision fatigue, an inbox stuck at 86 emails, and needing a team who can run with chaos
• The full revenue breakdown
• The one offer that surprised me enough that I'm making it permanent

Key insights

• Speed is a feature. The idea arrived at 8pm and was live within the hour. Waiting would have flattened it.
• "Basic bitch" your systems when the alternative is not launching. I lost the Kajabi analytics and gained $42,000.
• A ticking 24-hour expiry does the persuading for you. No convincing required.
• Inviting people to name their own offer and their own price removed the ick from both sides. Some got a yes, some got a counter-offer, some got a no, and everyone stayed friends.
• Say no to discounting the thing that's already radically generous. The Academy stayed at full price all day.
• Things break in every launch. The checkout went down. I laughed, extended the deadline, and gave anyone who emailed us a 24-hour extension.
• Your team's tolerance for wild ideas is a hiring criteria, not a personality quirk. I've had assistants get cranky about unplanned launches. I need people who wake up delighted.
• Watch what people get unreasonably excited about. The annual Take Action Club option lit people up so much it's becoming a permanent offer.
• Fun is a business metric. Encouragograms recorded in the backyard and down by the river. Cat photos in the inbox. Offers to walk around an art gallery. That's the actual return.

Links and resources

• Get on the mailing list so you don't miss the next party: leoniedawson.com/love-letters
• Free illustrated Ride The Wild Donkey ebook
• Unicorn Biz & Life Academy: 100+ programs for $99 a year
• Take Action Club: weekly Productivity Power Hours and monthly Biz Planning workshops

• Courses mentioned: Sales Star, Money Manifesting & Multiple Streams of Income, Work Less Earn More, Midas Touch
• 2026 My Brilliant Year goal workbooks

• Still keen on offering more in-person VIP days in Canberra. Email support@leoniedawson.com if you're interested!

If this made you want to go do something ridiculous, do it. Then come tell me about it. And if you're not on the mailing list yet, that's where the actual chaos happens: leoniedawson.com/love-letters

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