Hey, badass, let's break down my very successful six figure plus lazy launch. Hey, why don't we do this? You know me, I am not going to skirt around the edges. There are so many people who are like, my six figure launch! Oh my gosh, 200k launch!
And all of these kinds of things. And they don't really tell you how that came to be, or, in my opinion, give you pragmatic enough lessons that you're like, oh, okay, I get it I would implement something similar. It's not my style to really tell you to believe it and it will happen I do a lot of things, I pull, together a lot of strategies and systems and tactics, and I'm always testing, I'm always learning, I'm always looking at the data.
When it comes to making the decisions that I make and I want to give you insight behind my 124, 000 plus lazy launch. And I'm calling it a lazy launch because usually when it comes to launches, I go pretty hard.
So let's just lay down some foundations so that we know what we're talking about. We're just on the same page, right?
When it comes to what's the launch, what are you talking about? I'm a big believer in my business model.
The business model that got me my million dollar year and would be absolutely capable of revenue far beyond that is a hybrid scalable way of doing both evergreen marketing and sales and launching.
So evergreen for me means always open. It's always possible to enroll. It's always possible to sign up. You're always selling. And then launch events are very specific timed marketing campaigns where you offer some kind of bonus or incentive or exciting. You hype up the offer, you bring a lot of visibility to it in a very short period of time and you offer some kind of incentive.
Incentive to sign up because it brings the urgency. It's okay, now's a really good time to enroll. And so doing this just with one offer, even if it's always available for enrollment, the launches give people that kick up the pants to go now. And also just raises their awareness generally about who you are and what you do.
And then between that, you've got the people who attended the launch, but didn't buy, but then. Yeah, for whatever reason, maybe the timing wasn't right for them. Maybe finances weren't right for them. Maybe they just weren't sure that's cool, but they may come around now that's so much more aware and there's so much warmer in your audience, they may come around in an evergreen phase and say, Hey, I'd love to work with you.
And so for me, it's a system that works really well together. When you're speaking regularly about who you are, what you do, what you offer. And you have essentially these big launch parties that bring a lot of visibility and awareness to what you do.
And the exact business model I was running when I had my million dollar year is four launch system.
So one launch per quarter, essentially. And, I always tried something different. Literally every launch I had a different sort of event. I have tried everything. I've tried five day. Challenges, I have tried webinars, I have tried communities where I'm going live and doing Q& As and doing coaching I've tried all sorts of things for a launch event, but essentially, you usually give people some kind of taster of taking that next step with you.
And get them to spend a little bit more time with you. And then you'll pitch your offer at the end of the launch event. So I've tried many different launch styles, but it's just that big push that typically allows you to have quite a big revenue injection. Compared to the other months of the year and you enroll multiple people at once.
So obviously this is really great for group coaching as well. Like I, I have absolutely launched private coaching, but then you have the logistics. So you might have to start people in different cadences. So yeah, It might be one person starting per week. It might be a couple per month or, if you're hardcore, maybe you start all of them at the same time.
It depends what you're up to, but it's more when you're rolling at that group level, like I was group coaching three years into business. That's where it starts to feel like nice and scalable and you can have these big cash injections without it actually taking any more of your time because you're showing up every week or every two weeks or whatever you, whatever it is in your program design for your live calls and your coaching or your Q& A calls anyway.
And unless people really don't have enough time on the calls, which is very rare because everyone learns from each other and everyone has a great time. Whether there are 10 people in your community or 30 people in the community, by the time, different people show up to calls and can and can't make it.
And that kind of stuff doesn't necessarily make a huge difference for the client experience, but it can make a massive difference to your revenue. So launches are great. Enrolling a lot of people at once is great. You can also just launch, right? You might do cohorts and it's like your program is three months long and you just launch it three times in the year, full stop.
That's also a vibe. Every business model will be aligned to you and your lifestyle needs and your founder type, but either way, launches are great. And, I have tried almost an entire year of zero launching as well to see what a fully evergreen business looked like. And I found it had a massive impact on my revenue because such a small percentage of your content actually gets seen regularly by your audience.
You would be surprised. Like I had people in my audience for six months, 12 months, like They had no idea what the career glow up was, right? Like I would launch it and people would be like, wow, this sounds amazing. And it's I've been running this for three years. Have you not heard of the glow up?
I'm sorry, but they don't. People are busy. They're attention poor. They're following lots of people, right? Like they don't often get what you do. You need to talk about it a lot. And so a launch really helps with that. So I did find that. It's just really essential to keep that marketing and keep that visibility in your system somehow for both launch mode and off launch mode as well in the evergreen mode.
So anyways, I usually go quite hard for my launches. If I'm only doing it four times a year, I'll usually go quite hard. And what I mean by quite hard is like I will develop a training, like an, like a 60 to 90 minute. Workshop or training plus Q and a with me at the end and I'll run it three times or we once had an experience called hire fest and every day we had a different one hour long training I did a training on personal branding then I did a training on the next day on resumes Then the next day I did a training on cover letters Then the next day I did a training on linkedin and then on the friday.
I had a Q& A and That was the launch.
I usually have quite a big event and the reason I'm calling this a lazy launch is because I launched empire air and my group coaching program for badass empires for the first time. And I had just had a baby. I was going to France for a few months, I had a lot on and I just did not have the capacity nor the desire to pull off a big event, to pull off, to develop like a new training or just develop the materials and pull it off and do all the logistics and all the emails and that kind of stuff.
So what my lazy launch looked like is essentially. There was a sales page describing the offer. The sales page typically just walking people through, who's it for, who's it not for, what is it, what do you get, what's the price, I'm sure you've seen hundreds of sales pages before, whether you know about it or not, when you are about to purchase something.
And on that sales page, all I had time to create was a video walkthrough of the sales page. So I didn't have time to pull together anything fancy. So what I did is I sat down and I screen recorded my screen scrolling through the sales page and just highlighting a few things that I wanted to mention or wanted to say or wanted to reinforce as we went through the sales page.
I was almost like speaking people through it. And all I did was create a waitlist and then I sent the waitlist to that page and I ended up having a very successful launch. Now I've had launches of 120K, 140K, even 160K before, but never has it been this successful. So simple. So I was really happy with that.
I was really happy with those results. Had a good, better, best goal for the launch. The good goal was 20 students. Yeah. People have never done Empire era before. They may. Need time to get to know the program. My audience was quote unquote, pretty small, right? 1600 followers, about 500 people on my email list.
So numbers wise and everything, I was like, if 20 people sign up, I'll be really happy. That's my good goal. My better goal was 25 and my best goal was 30. Now, because doors closed on the Friday and we actually only turned the page off properly on Monday morning. A few extra people ended up sneaking in past the deadline.
And I ended up with 34 students. So there were different enrollment rates and there was a VIP offer with some private coaching with me, which a few people took up. So that's how the 124, 000 came to be. And.
I want to break down a couple of the components that I think worked really well in this launch because typically, from an industry benchmark perspective, this kind of style of launching shouldn't work so well.
On paper. And what I mean by that is that When you live launch and you've got that energy of being there live and people are excited and they can see you and they can, that, that, that trust is there because you're real and they've just had a taster of your expertise and they're feeling connected and there's the hype going on in the chat.
Typically live launching has the highest conversion rates of any launch type because of the energy, because of the vibe. And I was risking that dramatically by sending people to a frickin sales page. No sales calls, nothing. Sending an email with a link to the sales page. Of course I said to people if they had any questions they could DM me, and I closed a few people in the DMs, but Usually you would expect a conversion rate with a system like that to be extremely low.
So I was taking a bit of a gamble, but hey, needs must. What worked well? How was this possible against all odds?
The first thing I would say is a very clear offer. Something that I do very well in terms of one of my entrepreneurial zones of genius that I teach to my clients and they're like, whoa, is my ability to describe what's inside an offer.
And I don't mean telling people how many videos there are or how many workbooks there are. I mean being able to describe quite viscerally. With empathy marketing, how we'll feel if status quo, keep chugging along, keep trying what you've been trying versus how you'll feel like in enrolling during and after this offer, and also having a very clear transformation statement for your offer, which has.
Something tangible people can grasp to. So being able to say to someone, Hey, this is a one stop shop for every major business skill, competency, and business model area that you need to develop essentially. It's like an online MBA for online entrepreneurship for coaches. It's a one stop shop to scale your business up to your first 10 to 20 K months.
So if you are not making consistent 10 to 20k months, then you haven't fully applied the tools that are in this program. And so it was also very clear who it was for, who it was not for, but also, that's clear, right? It's not like this business program is going to catapult your abundance towards, Endless downloads of quantum leaping like, no, it was like, Hey, this is a one stop shop think online MBA for online coaches, online course creators, and it's everything you'll need until about the like consistent 10 to 20 K months and then scaling from that point.
Is usually like where the out of scope things happen. Okay. So it's like in scope, you need to learn how to create content. You need to learn how to design incredible offers that people buy. You need to learn how to get people's results, how to coach people and help them achieve results. You need to get really good at all of this entire system.
And that's. What you need to master until you're hitting regular 10 to 20k months And if you're not doing that, it shows me the mastery is not there yet. And then after that, it's if you want to talk about incredibly complex automated funnels or lower ticket multiple course development or things like That's a scaler's conversation from the 20k plus per month.
It's either we're doing private coaching or this isn't it. So very clear on the offer. Again, not the features of the offer, not the fact that I have 32 hours of video inside or anything like that. I didn't have those details. The offer wasn't built. I had started, but yeah, I'm a big believer in, in, in selling first and getting paid to build out your offer for the first time.
So I didn't even have the details. I couldn't tell them how many lessons there were, how many videos there were, but I could tell them exactly what the vibe was, right? Who you are before and who you'll be after. What we're going to work on specifically and the results that will help them to create what we do and don't cover articulating that really important in terms of getting the people on the wait list.
You've got a couple of things going on.
You've got the sense of building hype, and then you've got actually enrolling people on the wait list. And in order to do that, I sent a handful of emails to my list and I posted content on social media. Now, when it comes to the tease and the buildup and the hype, you've got your launch and then you've got your pre launch and your pre launch.
And what I mean by that is, I wasn't amazing at it, but from time to time I would share with people what I was working on, what I was building, that it was coming soon, that I think it was clear to people that was my intention to launch a group offer because I only had private coaching available.
And speaking about it, teasing it, Letting people know that I'm working on it, that helps, okay, because it primes people to be like, cool, this is coming up, and if it's something that they want to do, they almost schedule out a little bit of, a little bit of interest, a little bit of time, a little bit of energy, potentially a little bit of money, in case, It comes at the right time and they're like, yep, I want to grab a spot.
Okay. So there was like the tease and the buildup beforehand. You've also got the topic of price anchoring. Now this is more relevant if you have multiple offers, which I don't typically recommend for beginners. I recommend just having one offer and doing it really well. And then Transforming that offer.
So for example, going from private coaching and then to small group and then to more scaled group course, hybrid model and beyond. Okay, so I believe in streamlining and mastery and making your offer freaking incredible. And that's what I did with Badass Emperors, right? Like I had my private coaching only.
And then what I was working on, the roadmap that I work on with my private clients became my group coaching program. So that my private coaching has now become something different. Typically, I wouldn't recommend complicating your business. I wouldn't recommend having multiple offers, multiple messaging, multiple people in your audience that want different things, multiple funnels, multiple things going on.
Complexity is clunky. Simplicity sells. Okay? Simplicity is profitable. With that being said, if you are going to offer different products, different offers, different services, it's important that the price anchoring is there. Now, private coaching with me is a significant investment because it's the highest access, it's the highest, most personalized advice, voice node access, working with me directly, having access to my brain, being able to ask me anything, whether it's quote unquote in scope, out of scope, right?
It's facilitating your moves and your results the fastest with private coaching in a lot of ways. And price anchoring that properly from the get go meant that there was a big enough gap between the investment in my private coaching and the group coaching pricing as well. So I just wanted to speak to that as well, because in that pre work having done that price anchoring, It meant that for a lot of people who like respected my private coaching rates, but we're like, Hey, it's not for me it's too high of an investment for me where I'm at in my life right now, when I'm able to say, Hey, I've got an offer.
That's a group experience, which by the way, is not. Worse than private coaching. That's just, you have to share me but you're going to meet people from all around the world and you're going to learn so much from each other. And it's going to be absolutely incredible. And you have like unlimited coaching with me in the community, but also all of your peer coaches from around the world.
And it's just it's so great, but the fact is on the calls, like it's not a one hour, one to one call with me or anything. It's a shared experience. And so in exchange for that. The investment six months with me, six months with a multi seven figure entrepreneur is this price point. And there's a significant gap.
It also really helps as well because you've primed people to be like, cool. So I respect the value. This is like premium positioning. This is someone whose time is very expensive. And so the group program price point wise becomes more of a no brainer because they still get that access to that brain like they wanted to and are happy to be resourceful and use the materials and be doing the self study and be doing the work in their accountability pods and like they're able to see that it's worth it for them to do it that way.
If they do want to work with me, so that was just a note as well, in terms of, because I do think it helped in terms of making sure that the one to one anything that you offer that is high access done with you done for you, if you're a web designer, like I'm talking about the difference between building someone's website for them versus a group coaching program where you teach people page by page, how to build their own incredible website, the one to one access to you.
Yeah. Should be anchored at an absolute premium so that you're more scalable. I guess group or, it could be anything, it'd be group course, but more like quote unquote scalable mass market kind of offer can be much more of a no brainer price wise. And that also helps in terms of the anchoring.
That's a little bit of the hype and the priming that goes into, okay, some of the reasons I think that this was successful. Then in terms of the content and the emails and everything like, okay, launching is a massive topic. Okay. I'm not even going to attempt to cover it in this episode because it needs You know, 50 episodes at least to be covered as a massive chunk of empire era.
But what I do want to focus on is the kind of messaging and the kind of content that you do in launch mode is different to evergreen mode and that there's much more of a focus on empowering people to make their own investment decisions.
And in my emails and in my content, there's definitely some marketing and sales psychology going into the kinds of content and the kinds of stories that I'm telling that allow people to think things through for themselves and also help them to answer their own questions about this investment for themselves.
So in order for your person, your ideal client to make an empowered investment decision and to their personal growth via your offer, essentially part of the work that you need to do is you need to help them to answer the following decision making questions. Why you, so like, why should they choose to work with you out of all of the service providers in your niche?
Why this? What is it about this offer that is so aligned, so perfect, so tailored to them? Why them or why not them? Okay, so when it comes to who they are, why is this for them? And why would it not be for them? So like creating that clarity of who it absolutely is for versus who it's absolutely not for.
That's very important information to give people so that they can make an empowered decision and self select in or out. And why now? Why is now the time to go? So to give you some examples, let's take why you as a coach, why you as a person, why you the leader, why you the person that they shouldn't trust.
So the kind of content that you can create or the kind of emails you can write that will help to elicit that why you it's like things that share what you are and what you're not, this is what you can expect from me. And this is what you can expect that I will and won't do or I do things this way and definitely not this way or sharing those values.
Or sharing that unique methodology or that, that knowledge that you have, or those unique talents that you have that have shaped you or the experiences that you've been through or the interests that you have that have formed the way you do it. Of course, you've also got like authority and credibility markers like degrees and awards and associations.
You've got your wins, you've got your results, but oftentimes because people make emotional purchasing decisions, it comes down to your beliefs, your convictions. The way that you live and embody the values that you're trying to create with your community. It could be testimonials highlighting what clients most valued about your coaching style or your personality or your traits or your strengths.
It could come down to how you show up and get shit done, right? There can be two health coaches with very different ways of getting shit done. The way that they. Play out their life, their habits, their rituals, their outlook, their operating standards and non negotiables, like the way that they do things.
So sharing in who you are and your uniqueness is really critical. So when I think about, why me? Why Rosie? Why Rosie? You journal on all of the different reasons and it could be something, something you've done, something you believe, something like it's things that make you in this space.
It's the things that have shaped you. And one of the core reasons for me, why Rosie is in terms of my lived experience I've actually run my own business and a different niche before becoming a business coach. So many business coaches become a business coach, make money, business coaching, talk about the money they've been making, but it's as a business coach.
And that's what they sell, versus someone actually, in a highly saturated niche, still being able to stand out, make incredible money, claim their slice of the pie. And create a methodology and a system that you've been testing out with your beta clients that works in other niches. And so I might think to myself, okay, so that could be like one reason.
So why Rosie, I've actually run my own business before becoming a business coach. And then what you'll do is you can like flesh out these reasons and turn them into a content piece. So to do that, if I take why Rosie, I actually ran my own business before becoming a business coach, I would explore, okay, so what's the status quo or default that I'm seeing?
Because this, I think this makes me different. So how do I know it makes me different? There's a norm or there's a status quo that's unlike me. I did a story series and I talked, spoke to the status quo and I was saying, I know that I'm not the only person on the internet right now claiming to be a seven figure business mentor, but I'm really struggling to find another business mentor online who has legitimately made those seven figures.
Seven figures in another business, not in a business where they sell how to start a business. So literally every seven figure guru I've come across, including my own coaches, by the way it's not necessarily it's up to you whether that's a make or break, but they either come from an MLM pyramid scheme background.
So their first business was actually like selling, diet shakes or essential oils or something. Or they've come from another niche first and had a little bit of success, right? Like maybe they got 10, 000 followers, but behind the scenes, they weren't actually making much money or they made like 50 grand max or something before quickly pivoting straight into business coaching.
And so when they say I've made multiple six figures and like the majority of the income has been from the business coaching line, it has not been from another niche. And coming from an entirely different business model, right? Like it really helps you to understand what it takes to have people invest in their own personal growth when you can't promise that you're going to make more money.
Technically, if we go around about I could have said, hey, you're going to get paid more money when you change careers. But that was never a promise because my people were career changers and career pivoters. So I was like, yeah, totally. You can do this without taking a pay cut and you may even make more money.
But actually, their whole thing was like, they just wanted more meaning and fulfillment. Of course, money is important, but it was more around enjoying what they did and finding meaning and impact in that. That was never part of my line. I was never like, Oh my gosh, we're going to raise your salary.
We're going to make so much money. Like we're going to guarantee a pay rate, not at all. And so when you're selling something like fulfillment, it's a different game to being like, trust me, work with me and you'll make money. It's just different. I shared on the fact that, Hey, it's actually really tough to find someone who, like the reason I switched over here, like I didn't have to, I had a really successful business, but it's because my purpose is around empowering people to fulfill their potential, get their impact, get their gifts, get their purpose out into the world and have that beautiful ripple effect happen and make amazing money while they're doing so.
And one of the avenues to do that, to your work and to get money, to monetize your purpose, essentially. is in the corporate space, which was Badass Careers, but then what I've been living and what I've been seeing has been by running your own business. And it was literally part of my purpose to be like, Hey, I want to help people do this as well.
I want to give people this option because it's a really exciting career option. And so I talked, I spoke to the status quo in the default and then I would speak to the downsides of that way, right? Make it make sense. Like you're teaching people how to start a profitable business or a profit, sell a profitable course, but you've literally yourself never seen long term sustainable success with this business model outside of the business coaching.
So yeah, maybe you started as a nutritionist and you were selling some courses, but let's be honest. Yeah. And I'm not putting down that achievement. That's amazing. But making 30 grand selling courses is not the same as your income claims right now that you've made 3 million this year. Like it's just not the same, right?
And I'm not saying that the business coaching niche is more lucrative, but I'll say that I think the promise of making more money Can sometimes make up for poorer business models, content, and it can help band aid some patchiness in a way that's far less possible in other niches. And it shouldn't be the case, but.
It is the way of the world. And so I spoke to that downside of Hey, there's a status quo way. And here are some downsides. This is my differentiator. Like when I tell you that I've made 3 million in four years, it's over at Badass Careers. Like I'm not counting my empire's revenue in that figure. And actually, I think it's incredibly rare for someone with a really successful business to drop it and pivot to a whole new industry like I have to teach you how to do the same, because why wouldn't you just keep running your really successful business?
Of course that's the easy route. So, really establishing that as a differentiator, speaking to the upsides or the benefits of working with someone like me, the upsides of my way or my approach, and of course making it really concrete, like that ultimate benefit to them. I can help you to make amazing decisions.
I know this to be true firsthand. I have plenty of online friends, plenty of colleagues, quote unquote, from my group coaching and masterminds that I've been a part of. I've seen many real life examples in my clients as well on how to find this kind of success. And many different niches, like from dog training I can't even tell you how obscure some of these niches are.
So I know it's possible and I know that I can show you how it's really hard to find a business mentor who can do that, but I can. So speaking to that, and then that can become, a real, it can become an email, it can become a content series. You get the point. Yeah. Another example here on like, why Rosie kind of content.
So why Rosie, I've got the kind of practical action versus mindset dweller side of me. So I get quite a few messages from people who are very frustrated with business coaches. So again, it's what's the status quo, what's the default. And. I'll let me read to you and like an actual DM that I received.
Let me read this out to you. So this was someone who was inquiring about my private coaching and ended up signing up with me and shout out if you're listening. And the message said also I'm bringing some baggage with me because I've done a business oriented coaching program before. And there was nothing practical about it.
It centered around mindset and touched on a little bit about funnels. I want to confirm that this is more than just mindset coaching. This includes more practical advice and support when it comes to creating a business, sales funnels, email campaigns, branding, marketing strategy, content, creation, tech stack, best practices, et cetera.
And I'm like, this is my thing. And there's a big thing around mindset, and I have invested in some great mindset coaches. Don't get me wrong. And I've had amazing experiences with them, but it's very different to business coaching. In my opinion, when it comes to strategy, mindset is very important, I don't need someone to cause play my therapist.
Like I need to build funnels, get content out there, design an offer and dwelling on. Who you are and why you're like that for three months, six months is not going to build your business. So I was like, look, part of me feels is this a positive, right? Like I, like people love the mindset work.
They love the self awareness. They love that kind of stuff. But actually I've got people screaming out for structure, for clarity, for tools, for templates. And I was like, you know what? You wait until you see empire era, I have never seen a course like this. My intention was that it was the best business program on the internet and everyone who has invested in multiple coaches courses and myself, I've invested hundreds of thousands of dollars into my own learning and development coaching courses.
I have never seen. A program like this, the trainings, the workshops, the materials, the tools, the templates it's incredible. Every module has fun, interactive, clickable, like just incredible things to do, to take action on, to, to get moving. So even if you feel worried or scared or you're having mindset stuff, yeah, we can chat to it, but we get into action and we make it happen because the fear doesn't go away and the mindset stuff doesn't go away.
It gets easier, but it just keeps evolving like new level, new devil. Like I have mindset things at my level of business, and it's so it's so structured, so specific. The tools are insane. Like I cannot tell you. Unless you've seen it, I think it's quite hard to wrap your head around how hard I have gone in this program.
And so I was like, I need to speak about this. And so it's okay, why Rosie? Practical action versus mindset dweller. I'm like, look, I know people are getting really frustrated. About business coaches who are just mindset mindset. They're trying to cosplay their therapist and or every single roadblock or challenge that they run into.
It's you don't think that this is like a mindset thing, do you? Or if they're like, oh my sales strategies aren't working. It's do you think it's mindset? Around like money mindset, like that's not always the answer. And it's an easy cop out because we've all got, it's yes.
And like them definitely might be some money mindset shit in there for sure. We can talk about that, but what are you doing about it? What are the strategies? What can you try? What can we see? Like, how do we know, how can we tell if it is or not based on the data, based on the action we're taking?
And so I spoke to that. I spoke to the fact that, it's very specific. Mindset coaching is very specific. And on one hand, I absolutely believe that you need to clear your limiting beliefs, expand your upper limits. Like we talk about mindset and empire, of course, because you need to grow into a new identity for yourself and entrepreneurship.
But you also need to do a lot of other things. So again, I explained like the status quo default, the downsides of doing it that way, my differentiator, the upsides of my way. And the ultimate benefit to them. And again, that could be any kind of content. It could be a carousel. It could be a YouTube video.
It could be a podcast. It could be anything, right? So those are some examples of why you. What about why this? Why this is about your actual offer. And It's the same sort of thing. Why this? Why your offer? And then you could think about, your method disruptors, your signature framework, the key milestones of your program, the learning experience, why you built it the way that you did for the person in front of you.
Maybe you work exclusively with Very busy moms and therefore you've designed the whole thing so that it's only in two hours a week you can achieve xyz. Like it could be endless things about why your offer, how it's different to what they've already tried, how it's a hundred times Smarter doing it this way versus doing it yourself.
What's one feature of the offer and why did you create it that way? Like it's absolutely endless, like endless content ideas. And so it's the same kind of thing. It's cool. So it's like, why Empire era? And one of my reasons, cause you'll have a whole list of reasons when you're Writing them all down was the fact that it's for people who want to build a business centered around purpose and impact.
It's a business that helps people. It's a business that helps people realize their potential and achieve really cool things as a business that allows you to coach people towards becoming a better version of themselves or having a more positive and happier life in some way. So it's very purposeful.
It's around service and it's around human beings. And so Why empire era, it's all about that purpose. And again, it's like linking it back, your content, linking it back to, okay, so what's the result that your person wants. Okay. So my ideal person, they want to build a very profitable business. Thanks to the fact that it's centered around their purpose.
And then you can speak to how other options or alternatives get it wrong and what your offer does instead and how it's designed in that way to create maybe the same results but in a different way, right? Or maybe different results or better results or faster results or slower results but higher quality results.
Because of its inherent design. And so I would speak to the fact that, also the benefits of doing it this way, like being purpose driven it's better for you. You're less likely to burn out. You're more likely to keep going. Like you're on a mission that's bigger than you. It allows you to just show up and do the thing.
It's better for sales because people can connect with your energy and your emotions, and they can tell that you care, it's better for your clients because This is your thing. Like your heart is in it and you really want this success. So you're going hard. And so you talk about the benefits of doing it this way instead.
And again, covering that just on one reason at a time in a story series and a piece of content and an email can be a really great way to highlight. Why this, why your offer? Okay. There's also the conversation around why them and why not them. And this is really complex. It's probably too complex to cover right now, but as a taster, it's around who's this for and who's it not for and why.
Ways that this experience is tailor made for a very specific kind of person and why not them is all of the reasons or excuses or fears that they have that it's like, this won't work for me. And so tackling those. So on the positive side, why them? One example might be why them? I work with purpose driven people because they make great coaches.
And so I might create content around the fact that I only work with this kind of person and why, and it really helps to exude your values, the office values, et cetera. Why not them? It might be things like, I don't deserve to invest in myself at this level, or it's not going to work for me because of X excuse or X reason, or I can just do it myself, or I just don't have the time.
And so you can create content knowing your person and their biggest objections and their biggest worries about the fact that it's just not the program for them. You can create content around that. So if it's, I don't have the time, you could create content like how Sarah launched her digital course with a baby and a toddler under two and highlight a story and tell a story, your story, a client story of a story of someone experiencing your methodology.
With the you or someone else around you are, or they were, or whatever, a very busy person and it still was able to work and then speak to how it's been designed for very busy people and highlight some of the time saving design features, templates, et cetera. So it's like being able to create content to answer why me, like, why is this perfect for me?
Why would this not be for me? And all the reasons I'm telling myself that it's not for me that might not be true, can you speak to those? Okay, so that's also, psychologically speaking, a very important content piece to cover. And then you've got why now. And the whole thing around, A launch is that there are deadlines, doors are closing, bonuses are expiring.
There's also might be some genuine scarcity, like there are X spots left. There could be opportunity costs like pricing is increasing in the next round or access to me is decreasing. There's going to be incentives and there can be external incentives like the examples I just gave you. And then internal incentives, which are around the cost or the consequence or the pain of waiting until later.
Okay, like why you need to start now if you want these kinds of results and what you're going to experience for the next three months, six months, if you don't take action today, when you could just get started or content around how fast results can happen or what it could save you and or cost you to start taking results now.
So if you implement a capsule wardrobe, it's going to save you five grand this season alone. If you go a whole nother season without doing my offer it's going to be expensive. So being able to highlight urgency as well. Okay. So that's just a glimpse of one kind of content type that's important when you're launching.
And that's not typically the content types that you put out in the evergreen mode. Not in that particular way. Those are some of the reasons why I think having that messaging, being very clear on these things, having a very clear offer, very clear on why me, why this, why now, that built a system where I was able to prompt people to join a waitlist, receive a handful of emails from me, go on a website, and I think almost 80 percent of people ended up paying in full.
It was a 124k launch, and of that, I had 99, 329 cash received within a 5 day window, and then the rest came through to me via payment plans. So pretty incredible, really, but as you'll see, it's much more than just emailing out a link. There's messaging, there's priming, there's all sorts of stuff that goes on behind the scenes.
This is the psychology of Working with people to understand where they are, what they truly want, if your offer's a good fit, and empowering them to make an investment into themselves if it feels right.
So I hope that was interesting, I would love to hear from you, any lessons, aha moments. What clicked for you and me sharing this, the behind the scenes of my quote unquote, lazy launch.
And if you want more content on launching, let me know, send me questions, DM me. It's hard for me to know whether or not you want more of this if I don't hear from you. So I'd love to hear from you. And otherwise keep on building this incredible future for yourself. You deserve it. The people you love deserve it and you deserve to have fuck off launches that change your life. So keep building that empire and I will see you in the next episode.
