Today, we’re discussing something many businesses don’t think about — unused capacity. If more businesses paid attention to this, they could make more sales without putting in extra hours or effort.

I have my Head of Productions, Claire, here with me. Claire, how are you?

Claire: Hi, Fola. I’m doing well, just a bit stressed. I hope it’s not showing in my voice.

Fola: Not at all! So today, we’re discussing something many businesses don’t think about — unused capacity. If more businesses paid attention to this, they could make more sales without putting in extra hours or effort.

Claire, have you heard of unused capacity?

Claire: I have, but I don’t fully understand the concept.

Fola: Unused capacity refers to assets you already have but aren’t using to their full potential. Let me give you an example.

Say you want to lose weight, and you work remotely from 9 to 5. You already jog in the mornings and go to the gym, but what about the hours you spend sitting at your desk? That’s unused capacity. Instead, you could get a standing desk and a treadmill, allowing you to walk at a slow pace while working. Over time, this small change compounds and helps you achieve your goal with no extra effort.

Another example is in education. We all spend time in the toilet daily, often scrolling social media. But as a business owner, what if you used that time to learn a new skill? Those short, daily time slots add up, giving you extra learning hours without changing your routine.

The key takeaway? Unused capacity exists everywhere. As a business owner, identifying and leveraging these hidden opportunities can make a significant impact without adding extra work.

Now, this concept is especially useful for people working a 9-to-5 while also running a business. They don’t always have the luxury of setting aside an hour or two to read, take a course, or learn a new skill. But if they use their “idle” moments — like while in the bathroom — they can listen to a podcast, an audiobook, or even read a few pages of a book. That way, they’re not wasting time but making the most of it.

Before we dive into how unused capacity applies to business, do you have anything to add, Claire?

Claire: Not really! I’m excited about this topic and looking forward to where this episode goes.

Alright! Let’s get into it. I have six ways businesses can uncover more unused capacity. This episode should be about 25 minutes long — if we don’t cover everything, we might do a follow-up.

The first and biggest area of unused capacity in most businesses is their best customers. Many businesses treat all customers the same — offering the same services and pricing to everyone. But the reality is that a small group — your most loyal, engaged customers — typically brings in the biggest chunk of revenue.

Think about airlines. They have frequent flyer programs, VIP lounges, and priority services for their most valuable customers. Businesses in any industry can do something similar. You can create exclusive offers — coaching programs, mastermind groups, or premium consultations — for your top customers. These are the people who already love your brand and are willing to pay extra for more value.

Another way to tap into this unused capacity is through strategic gifting. But instead of random giveaways, gift clients something meaningful — like a product you’ve created. If you have a book, a newsletter, or a guide, don’t just give them one copy — give them five. Tell them to share it with friends who might find it useful.

For example, if you’re a fitness coach and you give a client a nutrition guide, you could give them extra copies to share with friends who might be interested in weight loss. Instead of a direct sales pitch, they’re simply passing along something helpful. And if their friends find it valuable, they’ll naturally come back to you when they need your services.

This small shift turns your best customers into brand advocates, helping you generate more leads and sales — without extra effort on your part.

You’ll find that when you give away something valuable like this, the person who receives it will often come back to you in the future. So that’s another way to uncover unused capacity in your business. You get what I mean?

Claire: Yeah, I think I get what you’re saying.

Great! Now, the second way to uncover unused capacity in your business is through your paid products. Many people only think about their products in terms of the immediate monetary value — how much they’ll sell, how much profit they’ll make. But there’s so much more you can do beyond that.

I’ll give three examples:

1. Leverage Shipping for Promotions

If you sell physical products — like clothing — you’re already shipping items to customers. Why not include a promotional offer for another product in the package? For example, you could give them a 10% or 20% discount on another item. Since they’ve already bought from you, they’re more likely to be interested in your other products.

2. Naturally Mention Other Offers in Your Training or Content

If you sell information-based products — like courses, books, or training — mention your other offerings in a natural way. You don’t have to do a hard sell. Just bring it up when it makes sense.

For example, if you’re a hairstylist teaching a course on styling, and someone asks about hair relaxing, you could say:
“I also have a training on how to relax your hair properly. If you’re interested, you can get 10% off with this discount code.”

By doing this, you turn your paid content into a funnel that guides customers toward your other products or services.

3. Create an Ecosystem of Products

Think about how one product can naturally lead to another.

For example, if you run a men’s clothing store, instead of just selling clothes directly, you could:

• Sell a fitness program on how to get in shape.
• Then offer a guide on how to dress for your body type and skin tone.
• Finally, sell your actual clothing items — shirts, joggers, etc.
• By structuring your offers this way, you increase the number of products people buy from you while providing even more value.

4. Utilize Your Lists

The third way to uncover unused capacity is through your lists. This could be your email list, direct messages, or any database of potential customers.

Now, let’s talk about email marketing. If you use a different medium, you’ll need to adapt this information to your own context, but for email, here’s one major way to uncover unused capacity:

1. Increase Your Email Frequency

How often do you email your list? Every day you don’t send an email is a missed opportunity — to make a sale, build a relationship, showcase your knowledge, and reinforce credibility.

Think of it this way:

• If you only send emails once a month, that’s 12 emails per year — just 12 chances to connect.
• If you send emails once a week, that’s 52 emails per year — better, but still leaving a lot of potential on the table.
• By increasing your email frequency, you increase engagement, build trust, and create more opportunities for sales.

2. Include More Buying Opportunities

Some people email frequently but don’t always include a clear call-to-action for their products or services. Now, you don’t have to sell in every email, but you should give people consistent opportunities to buy from you.

For example:

• If you send 50 emails and include a purchase link in all of them, your audience has 50 chances to buy.
• If you send 50 emails but only include a link in 10, you’re limiting your potential sales.

Your audience should never have to wonder: What does this person sell? How can I buy from them? Make it easy for them. Even if they don’t buy today, they’ll know where to go when they’re ready.

3. Host Live Calls with Your List

One of the most underrated ways to build stronger relationships with your email list is through live calls.

Why?

• It creates a personal connection beyond just emails.
• People can ask questions, clarify doubts, and feel more confident about your offers.
• It builds trust — when people see and hear from you directly, they’re more likely to buy.
• This isn’t mandatory, but it’s a powerful way to strengthen your brand and community.

If you’d like to learn more, head over to https://ikonmedia.net/ to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.

If you want to listen to it, go here: