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Crafting a Launch Strategy That Fits Your Audience · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:00
  Question.
• 0:00
  Have
• 0:01
  you
• 0:01
  ever
• 0:02
  ran
• 0:02
  a
• 0:02
  launch
• 0:02
  where
• 0:03
  you
• 0:03
  did
• 0:03
  every
• 0:04
  single
• 0:04
  thing
• 0:05
  that
• 0:05
  the
• 0:05
  guru
• 0:05
  said?
• 0:06
  The
• 0:06
  emails,
• 0:07
  the
• 0:08
  timers,
• 0:08
  the
• 0:09
  countdown,
• 0:09
  those
• 0:09
  lovely
• 0:10
  little
• 0:10
  countdown
• 0:11
  timers,
• 0:11
  all
• 0:12
  of
• 0:12
  the
• 0:12
  extra
• 0:12
  bonuses
• 0:13
  and
• 0:13
  it
• 0:14
  just
• 0:14
  felt
• 0:15
  so
• 0:15
  heavy,
• 0:16
  so
• 0:16
  unaligned
• 0:17
  and
• 0:18
  just
• 0:18
  like
• 0:19
  crickets
• 0:19
  across
• 0:20
  the
• 0:20
  board.
• 0:21
  I
• 0:21
  have
• 0:22
  run
• 0:22
  a
• 0:22
  launch.
• 0:22
  I
• 0:22
  have
• 0:23
  not
• 0:23
  performed
• 0:23
  a
• 0:23
  launch,
• 0:23
  but
• 0:23
  I
• 0:24
  have
• 0:24
  run
• 0:24
  a
• 0:24
  launch
• 0:24
  a
• 0:25
  couple
• 0:25
  of
• 0:25
  times.
• 0:25
  I
• 0:25
  can
• 0:25
  think
• 0:26
  to
• 0:26
  maybe
• 0:26
  one
• 0:26
  of
• 0:26
  my
• 0:27
  very
• 0:27
  first
• 0:27
  launch
• 0:27
  clients,
• 0:28
  she
• 0:28
  was
• 0:29
  trying
• 0:29
  to
• 0:29
  follow
• 0:30
  one
• 0:30
  of
• 0:30
  the
• 0:30
  big
• 0:30
  gurus
• 0:31
  launch
• 0:32
  programs.
• 0:33
  And
• 0:33
  I
• 0:34
  want
• 0:34
  to
• 0:34
  say
• 0:34
  this
• 0:34
  person,
• 0:35
  the
• 0:35
  person
• 0:36
  she
• 0:36
  bought
• 0:36
  the
• 0:36
  course
• 0:36
  was
• 0:37
  very
• 0:37
  thorough,
• 0:37
  but
• 0:37
  There
• 0:37
  were
• 0:37
  like
• 0:38
  80
• 0:38
  different
• 0:39
  modules
• 0:40
  to
• 0:40
  go
• 0:40
  through
• 0:40
  just
• 0:41
  to
• 0:41
  like
• 0:41
  follow
• 0:41
  the
• 0:42
  launch
• 0:42
  thing.
• 0:42
  And
• 0:42
  it
• 0:42
  was
• 0:43
  like
• 0:43
  a
• 0:43
  four
• 0:43
  phase
• 0:43
  process
• 0:44
  and
• 0:44
  really
• 0:44
  was
• 0:45
  just
• 0:45
  me
• 0:45
  and
• 0:45
  her
• 0:46
  implementing.
• 0:47
  And
• 0:48
  I
• 0:48
  think
• 0:48
  by
• 0:49
  the
• 0:49
  time
• 0:49
  we
• 0:49
  actually
• 0:49
  got
• 0:50
  to
• 0:50
  the
• 0:50
  event,
• 0:50
  like
• 0:50
  she
• 0:51
  was
• 0:51
  so
• 0:51
  burned
• 0:51
  down
• 0:51
  she
• 0:51
  couldn't,
• 0:52
  like
• 0:52
  she
• 0:52
  quit
• 0:52
  before
• 0:53
  it
• 0:53
  even
• 0:53
  started.
• 0:54
  And
• 0:54
  I've
• 0:54
  had
• 0:54
  other
• 0:54
  clients
• 0:55
  kind
• 0:55
  of
• 0:55
  maybe
• 0:55
  they
• 0:56
  do
• 0:56
  a
• 0:56
  webinar
• 0:56
  where
• 0:56
  like
• 0:56
  that's
• 0:57
  not
• 0:57
  really
• 0:57
  their
• 0:57
  thing
• 0:58
  or
• 0:58
  like
• 0:58
  they
• 0:59
  try
• 0:59
  to
• 0:59
  do
• 0:59
  a
• 0:59
  challenge
• 1:00
  and
• 1:00
  like
• 1:00
  they
• 1:00
  don't
• 1:00
  have
• 1:01
  the
• 1:01
  energy
• 1:01
  to
• 1:01
  show
• 1:01
  up
• 1:02
  five
• 1:02
  days
• 1:02
  in
• 1:02
  a
• 1:02
  row.
• 1:03
  So
• 1:03
  I
• 1:04
  think
• 1:04
  it's
• 1:04
  a
• 1:04
  very
• 1:05
  common
• 1:05
  thing
• 1:06
  that
• 1:06
  tends
• 1:07
  to
• 1:07
  happen
• 1:07
  in
• 1:07
  the
• 1:07
  online
• 1:08
  space
• 1:08
  because
• 1:09
  I
• 1:09
  think
• 1:09
  those
• 1:09
  marketers
• 1:10
  are
• 1:10
  really
• 1:10
  good.
• 1:10
  They're
• 1:11
  like
• 1:11
  confident.
• 1:11
  Like
• 1:12
  when
• 1:12
  they're
• 1:12
  like,
• 1:12
  I
• 1:13
  sold
• 1:13
  this
• 1:14
  million
• 1:14
  dollars
• 1:14
  and
• 1:14
  if
• 1:15
  you
• 1:15
  launch
• 1:15
  this
• 1:15
  way
• 1:15
  you
• 1:16
  can
• 1:16
  too.
• 1:16
  And
• 1:16
  it's
• 1:16
  like
• 1:17
  that's
• 1:17
  really
• 1:17
  not
• 1:17
  the
• 1:18
  case.
• 1:18
  You're
• 1:19
  like,
• 1:19
  and
• 1:19
  it's
• 1:19
  only
• 1:19
  500
• 1:20
  and
• 1:20
  you're
• 1:21
  like,
• 1:21
  well
• 1:21
  why
• 1:21
  wouldn't
• 1:22
  I
• 1:22
  spend
• 1:22
  that
• 1:23
  to
• 1:23
  make
• 1:23
  a
• 1:23
  million
• 1:24
  billion
• 1:24
  dollars
• 1:25
  kind
• 1:25
  of
• 1:25
  thing.
• 1:25
  Y
• 1:26
  I
• 1:26
  think
• 1:26
  about
• 1:27
  this
• 1:27
  a
• 1:27
  lot
• 1:27
  in
• 1:28
  the
• 1:28
  sense
• 1:28
  that
• 1:28
  like
• 1:28
  when
• 1:29
  my
• 1:29
  clients
• 1:30
  came
• 1:30
  to
• 1:30
  me
• 1:30
  initially
• 1:31
  and
• 1:31
  the
• 1:32
  way
• 1:32
  that
• 1:32
  they
• 1:32
  were
• 1:32
  operating,
• 1:33
  their
• 1:33
  launches
• 1:34
  were
• 1:34
  very
• 1:35
  much
• 1:35
  that
• 1:35
  structured
• 1:36
  quarterly
• 1:37
  launch,
• 1:37
  like
• 1:38
  webinar
• 1:39
  challenge
• 1:40
  type,
• 1:40
  like
• 1:41
  big
• 1:41
  event
• 1:42
  kind
• 1:42
  of
• 1:42
  thing.
• 1:42
  And
• 1:43
  then
• 1:43
  like
• 1:43
  send
• 1:43
  the
• 1:43
  emails
• 1:44
  and
• 1:44
  all
• 1:44
  of
• 1:44
  that.
• 1:45
  And
• 1:45
  now
• 1:45
  what
• 1:45
  they
• 1:45
  look
• 1:46
  like
• 1:46
  are
• 1:47
  so
• 1:47
  different
• 1:48
  and
• 1:48
  we'll
• 1:49
  get
• 1:49
  into
• 1:49
  a
• 1:49
  little
• 1:49
  bit
• 1:50
  more
• 1:50
  about
• 1:50
  that.
• 1:50
  But
• 1:51
  like
• 1:51
  they're
• 1:52
  so
• 1:52
  vastly
• 1:53
  unique
• 1:54
  to
• 1:54
  them
• 1:55
  that
• 1:55
  it
• 1:56
  lines
• 1:56
  with
• 1:56
  their
• 1:57
  energies.
• 1:57
  And
• 1:57
  I
• 1:57
  think
• 1:58
  that's
• 1:58
  exactly
• 1:59
  what
• 1:59
  we're
• 1:59
  going
• 1:59
  to
• 1:59
  talk
• 1:59
  about
• 1:59
  today.
• 2:00
  So
• 2:00
  we're
• 2:00
  going
• 2:00
  to
• 2:00
  be
• 2:00
  breaking
• 2:01
  down
• 2:01
  the
• 2:02
  three
• 2:02
  big
• 2:02
  like
• 2:03
  launch
• 2:03
  styles,
• 2:04
  kind
• 2:04
  of
• 2:05
  like
• 2:05
  the
• 2:05
  open
• 2:06
  closing
• 2:06
  car,
• 2:06
  the
• 2:07
  rolling
• 2:07
  launches,
• 2:07
  the
• 2:08
  live
• 2:08
  launches,
• 2:08
  all
• 2:08
  of
• 2:09
  those
• 2:09
  things
• 2:09
  that
• 2:09
  you
• 2:09
  hear
• 2:10
  about
• 2:10
  on
• 2:11
  the
• 2:11
  interweb
• 2:12
  and
• 2:13
  how
• 2:13
  to
• 2:13
  really
• 2:13
  choose
• 2:14
  one
• 2:14
  that
• 2:14
  fits
• 2:15
  your
• 2:15
  energy
• 2:16
  instead
• 2:16
  of
• 2:16
  trying
• 2:16
  to
• 2:17
  like
• 2:17
  stick
• 2:17
  yourself
• 2:18
  into
• 2:20
  template
• 2:20
  of
• 2:20
  some
• 2:20
  sort.
• 2:21
  So
• 2:21
  yeah,
• 2:21
  so
• 2:22
  I
• 2:22
  really
• 2:22
  think
• 2:22
  kind
• 2:23
  of
• 2:23
  like
• 2:23
  the
• 2:23
  first
• 2:23
  thing
• 2:24
  to
• 2:24
  look
• 2:25
  out
• 2:25
  for
• 2:25
  when
• 2:26
  you
• 2:26
  are
• 2:26
  deciding
• 2:27
  on
• 2:27
  what
• 2:28
  your
• 2:28
  launch
• 2:28
  model
• 2:29
  is,
• 2:30
  is
• 2:30
  making
• 2:31
  sure
• 2:32
  like
• 2:32
  being
• 2:32
  very,
• 2:33
  very
• 2:33
  cognizant
• 2:34
  of
• 2:34
  that
• 2:35
  one
• 2:35
  size
• 2:35
  does
• 2:36
  not
• 2:36
  fit
• 2:36
  all
• 2:37
  and
• 2:37
  that
• 2:38
  you
• 2:38
  need
• 2:38
  to
• 2:38
  be
• 2:39
  choosing
• 2:39
  your
• 2:40
  launch
• 2:41
  style,
• 2:42
  model,
• 2:42
  strategy,
• 2:43
  Runway,
• 2:44
  how
• 2:44
  you're
• 2:44
  going
• 2:45
  to
• 2:45
  show
• 2:45
  up
• 2:45
  based
• 2:46
  on
• 2:47
  your
• 2:47
  energy,
• 2:47
  but
• 2:48
  also
• 2:48
  your
• 2:49
  audience's
• 2:50
  energy.
• 2:50
  So
• 2:51
  everything
• 2:51
  that
• 2:51
  goes
• 2:51
  from
• 2:52
  like
• 2:52
  the
• 2:53
  timings,
• 2:53
  if
• 2:53
  you're
• 2:53
  going
• 2:54
  to
• 2:54
  do
• 2:54
  a
• 2:54
  webinar,
• 2:54
  like
• 2:55
  when
• 2:55
  is
• 2:55
  your
• 2:55
  ideal
• 2:56
  client
• 2:56
  available?
• 2:57
  Also
• 2:57
  the
• 2:58
  style
• 2:58
  of
• 2:58
  launch
• 2:58
  that
• 2:59
  you're
• 2:59
  more
• 2:59
  most
• 3:00
  comfortable
• 3:00
  like
• 3:01
  for.
• 3:01
  And
• 3:01
  maybe
• 3:01
  it's
• 3:02
  something
• 3:02
  that
• 3:02
  you
• 3:02
  have
• 3:02
  to
• 3:02
  kind
• 3:03
  of
• 3:03
  experiment
• 3:03
  with.
• 3:04
  Like,
• 3:04
  I
• 3:04
  have
• 3:04
  a
• 3:05
  lot
• 3:05
  of
• 3:05
  clients
• 3:06
  that
• 3:06
  do
• 3:06
  webinar
• 3:07
  launches
• 3:07
  and
• 3:07
  some
• 3:07
  of
• 3:07
  them
• 3:08
  are
• 3:08
  amazing
• 3:08
  at
• 3:08
  it.
• 3:09
  But
• 3:09
  I've
• 3:09
  also
• 3:09
  been
• 3:10
  on
• 3:10
  some
• 3:10
  webinars
• 3:11
  that
• 3:11
  are
• 3:11
  just
• 3:11
  like
• 3:12
  really,
• 3:12
  really
• 3:12
  awkward.
• 3:13
  Like,
• 3:13
  you
• 3:14
  know,
• 3:14
  because
• 3:14
  they
• 3:14
  feel
• 3:15
  awkward
• 3:15
  and
• 3:15
  that,
• 3:16
  you
• 3:16
  know,
• 3:16
  awkwardness
• 3:17
  is
• 3:17
  not
• 3:17
  gonna.
• 3:17
  And
• 3:18
  it's
• 3:18
  not
• 3:18
  that
• 3:18
  they're
• 3:18
  not
• 3:18
  good
• 3:19
  practitioners
• 3:19
  and
• 3:19
  they
• 3:20
  don't
• 3:20
  know
• 3:20
  what
• 3:20
  they're
• 3:20
  talking
• 3:21
  about.
• 3:21
  It's
• 3:21
  just
• 3:21
  like
• 3:22
  showing
• 3:22
  up
• 3:22
  live
• 3:22
  really
• 3:23
  isn't
• 3:23
  their
• 3:23
  thing.
• 3:24
  Speaking
• 3:25
  live
• 3:25
  really
• 3:25
  isn't
• 3:25
  their
• 3:26
  thing.
• 3:26
  So
• 3:26
  that's
• 3:27
  when
• 3:27
  another
• 3:28
  style
• 3:28
  of
• 3:28
  launch,
• 3:28
  maybe
• 3:29
  a
• 3:29
  pre
• 3:29
  recorded
• 3:30
  something
• 3:30
  or
• 3:30
  a
• 3:31
  challenge
• 3:32
  or
• 3:32
  something
• 3:32
  that's
• 3:33
  like,
• 3:33
  maybe
• 3:33
  even
• 3:34
  a
• 3:34
  little
• 3:34
  less
• 3:34
  formal
• 3:35
  than
• 3:35
  a
• 3:35
  webinar
• 3:36
  could
• 3:36
  really
• 3:36
  work
• 3:36
  well
• 3:36
  for
• 3:37
  them.
• 3:37
  Yeah,
• 3:38
  and
• 3:38
  I
• 3:38
  want
• 3:38
  to
• 3:39
  put
• 3:40
  a
• 3:40
  caveat
• 3:41
  or
• 3:41
  I
• 3:41
  guess
• 3:42
  not
• 3:42
  a
• 3:42
  caveat,
• 3:42
  but
• 3:42
  I
• 3:43
  want
• 3:43
  to
• 3:43
  like
• 3:43
  explain
• 3:44
  to
• 3:44
  people
• 3:45
  who
• 3:45
  are
• 3:45
  maybe
• 3:45
  trying
• 3:46
  to
• 3:46
  launch
• 3:47
  and
• 3:47
  mirror
• 3:48
  these
• 3:49
  larger
• 3:49
  like
• 3:50
  steal
• 3:50
  my
• 3:51
  large
• 3:51
  strategies
• 3:52
  is
• 3:52
  that
• 3:52
  these
• 3:52
  people's
• 3:53
  audiences
• 3:54
  are
• 3:55
  warm,
• 3:55
  they're
• 3:56
  engaged.
• 3:57
  Like
• 3:57
  these
• 3:57
  people
• 3:58
  are
• 3:58
  probably
• 3:59
  paying
• 4:00
  engagement
• 4:01
  specialists
• 4:01
  to
• 4:01
  be
• 4:02
  in
• 4:02
  the
• 4:02
  account
• 4:03
  and
• 4:03
  warming
• 4:04
  that
• 4:04
  audience
• 4:05
  up
• 4:05
  so
• 4:05
  that
• 4:05
  come
• 4:06
  open
• 4:06
  car.
• 4:07
  The
• 4:08
  activity
• 4:08
  has
• 4:09
  been
• 4:09
  just
• 4:09
  like
• 4:10
  through
• 4:10
  the
• 4:10
  roof.
• 4:11
  That
• 4:11
  is
• 4:12
  not
• 4:12
  easily
• 4:13
  replicated
• 4:14
  in
• 4:15
  accounts
• 4:15
  that
• 4:15
  are
• 4:16
  new
• 4:16
  or
• 4:16
  like
• 4:16
  businesses
• 4:17
  that
• 4:17
  are
• 4:17
  new
• 4:18
  or
• 4:18
  audience
• 4:18
  that
• 4:18
  are
• 4:19
  smaller
• 4:20
  or
• 4:20
  pivots
• 4:21
  for
• 4:21
  new
• 4:21
  programs.
• 4:22
  All
• 4:23
  of
• 4:23
  those
• 4:23
  things
• 4:24
  like
• 4:24
  the
• 4:24
  launches
• 4:25
  that
• 4:25
  you
• 4:25
  see
• 4:25
  that
• 4:25
  are
• 4:26
  like
• 4:26
  millions
• 4:26
  and
• 4:27
  dollars
• 4:27
  are
• 4:27
  replicated
• 4:28
  launches
• 4:29
  time
• 4:30
  and
• 4:30
  time
• 4:30
  and
• 4:30
  time
• 4:31
  again.
• 4:31
  Like
• 4:32
  Jess
• 4:32
  and
• 4:32
  I
• 4:32
  have
• 4:32
  talked
• 4:33
  about
• 4:33
  this
• 4:33
  in
• 4:33
  the
• 4:34
  past
• 4:34
  where
• 4:35
  the
• 4:35
  most
• 4:36
  successful
• 4:36
  launches
• 4:37
  aren't
• 4:37
  that
• 4:38
  first
• 4:38
  one.
• 4:38
  It's
• 4:39
  typically
• 4:39
  like
• 4:39
  the
• 4:40
  third
• 4:40
  or
• 4:40
  the
• 4:40
  fourth
• 4:41
  one
• 4:41
  that's
• 4:41
  been
• 4:41
  reiterated
• 4:42
  and
• 4:42
  transformed
• 4:43
  based
• 4:44
  off
• 4:44
  of
• 4:44
  analytics
• 4:45
  and
• 4:45
  lessons
• 4:45
  and
• 4:46
  things
• 4:46
  along
• 4:46
  those
• 4:46
  ends.
• 4:47
  So
• 4:48
  what
• 4:48
  you're
• 4:48
  seeing
• 4:49
  is
• 4:50
  this
• 4:51
  like
• 4:51
  very
• 4:52
  calculated
• 4:53
  machine
• 4:54
  and
• 4:54
  what
• 4:54
  you're
• 4:54
  going
• 4:55
  to
• 4:55
  buy
• 4:56
  is
• 4:56
  missing
• 4:57
  the
• 4:57
  components
• 4:58
  that
• 4:58
  that
• 4:58
  machine
• 4:58
  is
• 4:59
  running
• 4:59
  off
• 4:59
  of.
• 5:00
  Yeah,
• 5:00
  yeah.
• 5:01
  I
• 5:01
  think
• 5:01
  one
• 5:01
  of
• 5:01
  the
• 5:01
  things
• 5:01
  that
• 5:02
  I
• 5:02
  always
• 5:02
  say
• 5:02
  is
• 5:02
  business
• 5:03
  is
• 5:03
  a
• 5:03
  science
• 5:03
  and
• 5:04
  launching
• 5:04
  is
• 5:04
  an
• 5:04
  experiment
• 5:05
  and
• 5:05
  you
• 5:05
  really
• 5:06
  have
• 5:06
  to
• 5:07
  treat
• 5:07
  it
• 5:08
  that
• 5:08
  way,
• 5:08
  because
• 5:09
  I've
• 5:10
  seen
• 5:10
  a
• 5:10
  lot
• 5:10
  of
• 5:10
  people
• 5:11
  go
• 5:11
  through
• 5:12
  their
• 5:12
  first
• 5:13
  launch
• 5:14
  and
• 5:14
  it
• 5:14
  not
• 5:15
  get
• 5:15
  those
• 5:15
  big
• 5:15
  results
• 5:16
  that
• 5:16
  they
• 5:16
  were
• 5:16
  hoping
• 5:17
  for
• 5:17
  and
• 5:17
  then
• 5:18
  completely
• 5:18
  scrap
• 5:18
  the
• 5:19
  whole
• 5:19
  thing
• 5:19
  and,
• 5:19
  like,
• 5:19
  start
• 5:20
  over,
• 5:20
  build
• 5:20
  a
• 5:20
  new
• 5:21
  product
• 5:21
  even.
• 5:22
  But
• 5:22
  really,
• 5:22
  that
• 5:22
  wasn't
• 5:23
  kind
• 5:23
  of
• 5:23
  the
• 5:24
  goal
• 5:24
  of
• 5:24
  that
• 5:24
  first
• 5:24
  launch.
• 5:25
  The
• 5:25
  goal
• 5:25
  of
• 5:25
  the
• 5:25
  first
• 5:25
  launch
• 5:26
  is
• 5:26
  really
• 5:26
  just
• 5:26
  to
• 5:26
  validate
• 5:27
  the
• 5:27
  product.
• 5:27
  If
• 5:27
  you
• 5:27
  can
• 5:27
  just
• 5:28
  sell
• 5:28
  one,
• 5:30
  one
• 5:30
  offer,
• 5:31
  then
• 5:31
  your
• 5:31
  product
• 5:31
  is
• 5:32
  validated.
• 5:32
  Yay.
• 5:33
  And
• 5:33
  then
• 5:33
  you
• 5:33
  have
• 5:33
  all
• 5:33
  this
• 5:33
  data
• 5:34
  to
• 5:34
  kind
• 5:34
  of
• 5:34
  look
• 5:34
  and
• 5:35
  say,
• 5:35
  okay,
• 5:35
  maybe,
• 5:36
  you
• 5:36
  know,
• 5:36
  I
• 5:36
  should
• 5:37
  start
• 5:37
  ramping
• 5:37
  up
• 5:37
  a
• 5:37
  little
• 5:38
  bit
• 5:38
  more.
• 5:38
  I
• 5:39
  didn't
• 5:39
  really
• 5:39
  have
• 5:39
  a
• 5:39
  lot
• 5:40
  of
• 5:40
  traffic
• 5:40
  to
• 5:40
  my
• 5:40
  sales
• 5:41
  page.
• 5:41
  What
• 5:41
  can
• 5:41
  I
• 5:41
  do
• 5:41
  to,
• 5:41
  like,
• 5:42
  really
• 5:42
  drive
• 5:42
  that?
• 5:42
  Or
• 5:43
  I
• 5:43
  did
• 5:43
  have
• 5:43
  a
• 5:43
  lot
• 5:43
  of
• 5:43
  traffic
• 5:44
  to
• 5:44
  my
• 5:44
  sales
• 5:44
  page,
• 5:45
  but
• 5:45
  nobody
• 5:45
  actually
• 5:45
  converted.
• 5:46
  So
• 5:46
  maybe
• 5:46
  I
• 5:46
  need
• 5:46
  to
• 5:47
  look
• 5:47
  at
• 5:47
  what's
• 5:47
  on
• 5:47
  my
• 5:47
  sales
• 5:47
  page.
• 5:48
  Like,
• 5:48
  it's
• 5:49
  really
• 5:49
  just
• 5:49
  about
• 5:50
  getting
• 5:50
  in
• 5:51
  those
• 5:51
  reps
• 5:52
  so
• 5:52
  that
• 5:52
  you
• 5:52
  can
• 5:52
  refine
• 5:53
  every
• 5:53
  single
• 5:53
  time.
• 5:54
  Exactly.
• 5:55
  Yeah.
• 5:55
  And,
• 5:55
  like,
• 5:56
  your
• 5:56
  audience
• 5:57
  is
• 5:57
  gonna
• 5:57
  have
• 5:58
  so
• 5:58
  many
• 5:59
  different
• 5:59
  needs
• 5:59
  and
• 6:00
  trust
• 6:00
  levels
• 6:01
  and,
• 6:01
  like,
• 6:02
  the
• 6:02
  timeline
• 6:03
  and
• 6:03
  I
• 6:03
  talk
• 6:03
  about
• 6:03
  this
• 6:03
  a
• 6:04
  lot
• 6:04
  in
• 6:04
  the
• 6:05
  email
• 6:05
  ecosystem
• 6:06
  training
• 6:06
  that
• 6:07
  I
• 6:07
  have
• 6:07
  just
• 6:08
  launched
• 6:08
  out
• 6:08
  there
• 6:09
  free.
• 6:09
  You
• 6:09
  can
• 6:10
  go
• 6:10
  and
• 6:10
  opt
• 6:10
  into.
• 6:10
  It
• 6:11
  is
• 6:11
  that
• 6:11
  most
• 6:12
  people
• 6:12
  are
• 6:12
  buying
• 6:13
  over
• 6:13
  the
• 6:13
  course
• 6:13
  of,
• 6:14
  like,
• 6:14
  six
• 6:14
  months
• 6:15
  or
• 6:15
  like,
• 6:16
  incubating
• 6:16
  over
• 6:17
  the
• 6:17
  course
• 6:17
  of
• 6:17
  six
• 6:17
  months,
• 6:18
  minimally.
• 6:19
  And
• 6:19
  when
• 6:19
  somebody's
• 6:20
  coming
• 6:20
  into
• 6:20
  your
• 6:20
  space,
• 6:21
  space,
• 6:21
  and
• 6:22
  you're
• 6:22
  saying
• 6:22
  five
• 6:23
  days,
• 6:23
  you
• 6:23
  have
• 6:24
  five
• 6:24
  days
• 6:24
  to
• 6:25
  take
• 6:25
  action,
• 6:26
  and
• 6:26
  you
• 6:26
  haven't
• 6:27
  done
• 6:27
  that,
• 6:27
  like,
• 6:28
  incubation
• 6:28
  stage.
• 6:29
  It's
• 6:29
  very,
• 6:30
  very
• 6:30
  difficult
• 6:31
  to
• 6:32
  push
• 6:32
  those
• 6:32
  conversions
• 6:33
  in
• 6:34
  a
• 6:34
  way
• 6:34
  that
• 6:34
  is,
• 6:34
  like,
• 6:35
  sustainable.
• 6:36
  So
• 6:37
  really
• 6:37
  making
• 6:37
  sure
• 6:37
  that
• 6:38
  you
• 6:38
  are
• 6:38
  honoring
• 6:39
  your
• 6:40
  buyer's
• 6:40
  timelines,
• 6:41
  you're
• 6:42
  honoring
• 6:42
  your
• 6:42
  buyer's
• 6:43
  trust
• 6:43
  and
• 6:43
  journey,
• 6:45
  because
• 6:45
  that
• 6:45
  is
• 6:45
  what's
• 6:46
  going
• 6:46
  to
• 6:46
  make
• 6:46
  or
• 6:46
  break
• 6:46
  a
• 6:47
  lot.
• 6:47
  Yeah.
• 6:47
  So
• 6:48
  that
• 6:48
  was
• 6:48
  our
• 6:48
  second
• 6:48
  point,
• 6:49
  is
• 6:49
  map
• 6:49
  the
• 6:49
  journey,
• 6:49
  not
• 6:50
  just
• 6:50
  the
• 6:50
  date.
• 6:50
  I
• 6:50
  think
• 6:51
  a
• 6:51
  lot
• 6:51
  of
• 6:51
  emphasis.
• 6:52
  I
• 6:52
  talked
• 6:53
  about
• 6:53
  this
• 6:53
  last
• 6:53
  week
• 6:53
  with
• 6:54
  Taylor
• 6:54
  Swift.
• 6:54
  Surprise.
• 6:55
  Open
• 6:55
  cart
• 6:56
  gets
• 6:56
  put
• 6:56
  on
• 6:56
  open
• 6:57
  cart
• 6:57
  day.
• 6:58
  But
• 6:58
  really,
• 6:58
  the
• 6:59
  real
• 6:59
  work
• 6:59
  that
• 6:59
  is
• 7:00
  going
• 7:00
  to
• 7:01
  shift
• 7:01
  your
• 7:02
  results
• 7:02
  is
• 7:02
  going
• 7:02
  to
• 7:03
  happen
• 7:03
  in
• 7:03
  the
• 7:04
  beginning
• 7:04
  of
• 7:04
  that
• 7:05
  buyer
• 7:05
  journey.
• 7:05
  Right.
• 7:06
  You're
• 7:06
  not
• 7:06
  going
• 7:06
  to
• 7:07
  just
• 7:07
  open
• 7:07
  your
• 7:07
  cart
• 7:08
  and,
• 7:08
  like,
• 7:08
  everyone's,
• 7:09
  like,
• 7:09
  ready
• 7:09
  to
• 7:10
  buy.
• 7:10
  Like
• 7:10
  Taylor
• 7:10
  Swift.
• 7:11
  Taylor
• 7:11
  Swift.
• 7:11
  You're
• 7:12
  going
• 7:12
  to
• 7:12
  have
• 7:12
  to
• 7:12
  bring
• 7:12
  them
• 7:13
  through
• 7:13
  that
• 7:13
  customer
• 7:13
  journey.
• 7:14
  And
• 7:14
  customer
• 7:14
  journey
• 7:15
  is
• 7:15
  something
• 7:15
  that
• 7:15
  Rachel
• 7:16
  isn't
• 7:16
  absolute
• 7:16
  expert
• 7:17
  on.
• 7:17
  So
• 7:17
  I'm
• 7:17
  gonna
• 7:18
  let
• 7:18
  her
• 7:18
  kind
• 7:18
  of
• 7:18
  riff
• 7:18
  now.
• 7:19
  Yeah.
• 7:19
  I
• 7:20
  mean,
• 7:20
  I
• 7:20
  like
• 7:20
  the
• 7:20
  analogy
• 7:21
  that
• 7:21
  we
• 7:21
  have
• 7:21
  here
• 7:22
  in
• 7:22
  our
• 7:22
  notes
• 7:22
  of
• 7:23
  saying
• 7:23
  that,
• 7:23
  like,
• 7:23
  a
• 7:23
  launch
• 7:24
  is
• 7:24
  hosting
• 7:25
  a
• 7:25
  dinner
• 7:25
  party.
• 7:26
  I
• 7:26
  want
• 7:26
  you
• 7:26
  to
• 7:26
  think
• 7:26
  about
• 7:27
  you're
• 7:27
  not
• 7:27
  inviting
• 7:28
  strangers
• 7:29
  to
• 7:29
  your
• 7:29
  dinner
• 7:30
  party.
• 7:30
  Like,
• 7:31
  that's
• 7:31
  awkward.
• 7:32
  They're
• 7:32
  probably
• 7:33
  going
• 7:33
  to
• 7:33
  be
• 7:33
  a
• 7:33
  lot
• 7:33
  of
• 7:33
  silence
• 7:34
  and
• 7:34
  there's
• 7:35
  probably
• 7:35
  going
• 7:35
  to
• 7:35
  be
• 7:36
  just
• 7:37
  an
• 7:37
  alignment
• 7:37
  there.
• 7:38
  What
• 7:38
  you
• 7:39
  are
• 7:39
  going
• 7:39
  to
• 7:39
  do
• 7:39
  though
• 7:40
  is
• 7:40
  you're
• 7:40
  going
• 7:41
  to
• 7:41
  make
• 7:41
  friends
• 7:42
  and
• 7:42
  you're
• 7:42
  going
• 7:43
  to
• 7:43
  build
• 7:43
  that
• 7:43
  friendship
• 7:44
  and
• 7:44
  then
• 7:45
  come
• 7:45
  that
• 7:46
  dinner
• 7:46
  party.
• 7:46
  That
• 7:47
  connection
• 7:47
  is
• 7:48
  to
• 7:48
  be
• 7:48
  there
• 7:49
  and
• 7:49
  it's
• 7:49
  going
• 7:50
  to
• 7:50
  exist.
• 7:50
  So
• 7:50
  you
• 7:51
  really
• 7:51
  need
• 7:51
  to
• 7:52
  make
• 7:52
  sure
• 7:52
  that
• 7:52
  you're
• 7:53
  identifying
• 7:54
  what
• 7:54
  that
• 7:54
  point
• 7:55
  of
• 7:55
  discovery
• 7:56
  to
• 7:57
  like
• 7:57
  conversion
• 7:58
  is.
• 7:59
  So
• 7:59
  how
• 7:59
  are
• 8:00
  people
• 8:00
  finding
• 8:00
  you?
• 8:01
  How
• 8:01
  again,
• 8:02
  how
• 8:02
  long
• 8:02
  does
• 8:02
  it
• 8:02
  take
• 8:02
  for
• 8:03
  them
• 8:03
  to
• 8:03
  like
• 8:03
  incubate
• 8:04
  and
• 8:04
  be
• 8:04
  ready
• 8:05
  to
• 8:05
  make
• 8:05
  that
• 8:05
  decision?
• 8:06
  These
• 8:07
  things
• 8:08
  you're
• 8:08
  not
• 8:08
  just
• 8:09
  saying,
• 8:09
  okay,
• 8:10
  hey,
• 8:10
  I'm
• 8:10
  going
• 8:10
  to
• 8:10
  share
• 8:10
  a
• 8:11
  bunch
• 8:11
  of
• 8:11
  things
• 8:11
  with
• 8:11
  you
• 8:11
  and
• 8:12
  like,
• 8:12
  eventually
• 8:12
  you're
• 8:13
  going
• 8:13
  to
• 8:13
  be
• 8:13
  ready
• 8:13
  to
• 8:13
  buy.
• 8:13
  It's
• 8:14
  super
• 8:14
  intentional
• 8:16
  in
• 8:16
  how
• 8:16
  you
• 8:16
  ramp
• 8:17
  up
• 8:17
  an
• 8:17
  audience
• 8:18
  to
• 8:18
  be
• 8:18
  ready
• 8:19
  to
• 8:19
  buy.
• 8:19
  There's
• 8:20
  a
• 8:20
  lot
• 8:20
  of
• 8:20
  that
• 8:21
  awareness
• 8:21
  journey
• 8:22
  where
• 8:22
  people
• 8:22
  have
• 8:23
  to
• 8:23
  be
• 8:23
  aware
• 8:23
  of
• 8:23
  their
• 8:24
  own
• 8:24
  problems.
• 8:24
  They
• 8:25
  have
• 8:25
  to
• 8:25
  say,
• 8:25
  yes,
• 8:25
  I
• 8:26
  actually
• 8:26
  have
• 8:27
  this
• 8:27
  problem.
• 8:28
  Because
• 8:28
  they
• 8:28
  can
• 8:28
  be
• 8:28
  like,
• 8:29
  yes,
• 8:29
  we
• 8:30
  love
• 8:30
  this
• 8:30
  support.
• 8:31
  You
• 8:31
  love
• 8:32
  what
• 8:32
  you're
• 8:32
  doing,
• 8:32
  but
• 8:33
  not
• 8:33
  acknowledge
• 8:34
  that
• 8:34
  something
• 8:34
  that
• 8:35
  they
• 8:35
  need
• 8:35
  in
• 8:35
  their
• 8:36
  business.
• 8:36
  And
• 8:37
  then
• 8:37
  they
• 8:37
  will
• 8:37
  probably
• 8:38
  not
• 8:38
  buy
• 8:38
  from
• 8:39
  you
• 8:39
  if
• 8:39
  they
• 8:39
  have
• 8:39
  not
• 8:40
  been
• 8:40
  problem
• 8:40
  aware.
• 8:41
  So
• 8:41
  once
• 8:41
  they're
• 8:42
  problem
• 8:42
  aware,
• 8:43
  then
• 8:44
  you
• 8:44
  have
• 8:44
  to
• 8:44
  get
• 8:45
  them
• 8:45
  to
• 8:45
  be
• 8:45
  solution
• 8:45
  aware.
• 8:46
  So
• 8:46
  they're
• 8:46
  aware
• 8:46
  of
• 8:47
  their
• 8:47
  problem.
• 8:48
  Now
• 8:48
  they
• 8:48
  need
• 8:48
  you
• 8:49
  to
• 8:49
  be
• 8:49
  or
• 8:50
  now
• 8:50
  they
• 8:50
  need
• 8:50
  to
• 8:50
  be
• 8:50
  aware
• 8:51
  of
• 8:51
  you
• 8:52
  as
• 8:52
  the
• 8:52
  solution.
• 8:53
  So
• 8:53
  the
• 8:54
  journey
• 8:54
  that
• 8:54
  takes
• 8:55
  them
• 8:55
  there
• 8:55
  isn't
• 8:56
  like,
• 8:56
  I'm
• 8:56
  going
• 8:56
  to
• 8:56
  send
• 8:57
  you
• 8:57
  one
• 8:57
  email
• 8:57
  and
• 8:57
  you're
• 8:57
  going
• 8:58
  to
• 8:58
  be
• 8:58
  problem
• 8:58
  aware.
• 8:58
  I'm
• 8:59
  going
• 8:59
  to
• 8:59
  send
• 8:59
  you
• 8:59
  the
• 8:59
  second
• 8:59
  email
• 9:00
  and
• 9:00
  you're
• 9:00
  going
• 9:00
  to
• 9:00
  be
• 9:00
  solution
• 9:01
  aware.
• 9:01
  There's
• 9:02
  a
• 9:02
  whole
• 9:02
  amount
• 9:03
  of
• 9:03
  like
• 9:03
  levers
• 9:04
  and
• 9:04
  things
• 9:05
  that
• 9:05
  influence
• 9:06
  these
• 9:07
  steps
• 9:08
  and
• 9:08
  the
• 9:08
  stepping
• 9:09
  stones
• 9:09
  of
• 9:09
  the
• 9:09
  awareness
• 9:10
  journey.
• 9:10
  Yeah.
• 9:11
  And
• 9:11
  I
• 9:11
  think
• 9:11
  that
• 9:12
  most
• 9:12
  people
• 9:12
  think
• 9:13
  that
• 9:13
  this
• 9:13
  process
• 9:14
  takes
• 9:14
  a
• 9:14
  lot
• 9:15
  less
• 9:15
  time
• 9:15
  than
• 9:16
  it
• 9:16
  actually
• 9:16
  does.
• 9:17
  So
• 9:18
  I'm
• 9:18
  going
• 9:18
  to
• 9:18
  give
• 9:18
  everybody
• 9:18
  a
• 9:18
  little
• 9:19
  homework
• 9:19
  and
• 9:19
  go
• 9:19
  find
• 9:20
  your
• 9:20
  last
• 9:20
  three
• 9:21
  clients
• 9:21
  and
• 9:21
  figure
• 9:22
  out
• 9:22
  like,
• 9:22
  when
• 9:22
  did
• 9:23
  they
• 9:23
  come
• 9:24
  into
• 9:24
  your
• 9:24
  world,
• 9:24
  when
• 9:25
  did
• 9:25
  they
• 9:25
  sign
• 9:25
  up
• 9:25
  from
• 9:26
  your
• 9:26
  email
• 9:26
  list
• 9:26
  and
• 9:27
  how
• 9:27
  many
• 9:27
  months
• 9:27
  was
• 9:27
  it
• 9:28
  from
• 9:28
  when
• 9:28
  they
• 9:28
  got
• 9:28
  on
• 9:29
  your
• 9:29
  list
• 9:29
  to
• 9:29
  when
• 9:29
  they
• 9:30
  actually
• 9:30
  decided
• 9:31
  to
• 9:31
  purchase.
• 9:32
  And
• 9:32
  I'm
• 9:32
  going
• 9:32
  to
• 9:32
  guess
• 9:33
  that
• 9:33
  it's
• 9:33
  probably
• 9:33
  longer
• 9:34
  than
• 9:34
  five
• 9:34
  days.
• 9:34
  Which,
• 9:35
  which
• 9:35
  what
• 9:35
  we're,
• 9:35
  what
• 9:36
  we're
• 9:36
  trying
• 9:36
  to
• 9:36
  do
• 9:36
  when
• 9:36
  we
• 9:36
  open
• 9:37
  cart
• 9:37
  and
• 9:37
  we
• 9:38
  want
• 9:38
  people
• 9:38
  to
• 9:38
  buy
• 9:38
  in
• 9:39
  five
• 9:39
  days.
• 9:39
  I'm
• 9:39
  going
• 9:40
  to
• 9:40
  guess
• 9:40
  it's
• 9:40
  a
• 9:40
  little
• 9:41
  bit
• 9:41
  longer
• 9:41
  for
• 9:41
  that.
• 9:41
  Even
• 9:42
  your.
• 9:42
  We
• 9:43
  talk
• 9:43
  about
• 9:43
  tortoise
• 9:43
  and
• 9:43
  Hair
• 9:44
  buyers,
• 9:44
  like,
• 9:44
  I
• 9:44
  feel
• 9:44
  like
• 9:45
  even
• 9:45
  hair
• 9:45
  buyers
• 9:46
  are
• 9:46
  going
• 9:46
  to
• 9:46
  need,
• 9:46
  if
• 9:47
  it's
• 9:47
  a
• 9:47
  high
• 9:48
  ticket
• 9:48
  program,
• 9:49
  a
• 9:49
  little
• 9:49
  bit
• 9:50
  more
• 9:50
  time
• 9:51
  to
• 9:51
  move
• 9:51
  from
• 9:52
  all
• 9:52
  of
• 9:52
  those.
• 9:53
  And
• 9:53
  really,
• 9:53
  hair
• 9:53
  buyers
• 9:54
  are
• 9:54
  just
• 9:54
  people
• 9:54
  that
• 9:55
  are
• 9:55
  already
• 9:55
  problem
• 9:56
  aware.
• 9:56
  They
• 9:56
  know
• 9:57
  that
• 9:57
  they're
• 9:57
  a
• 9:57
  solution
• 9:58
  and
• 9:58
  they're
• 9:58
  just
• 9:58
  trying
• 9:58
  to
• 9:59
  decide
• 9:59
  if
• 10:00
  you
• 10:00
  are
• 10:00
  the
• 10:00
  right
• 10:00
  person
• 10:01
  to
• 10:01
  help
• 10:01
  them
• 10:01
  with
• 10:02
  achieving
• 10:03
  that
• 10:03
  solution.
• 10:04
  Yeah,
• 10:04
  nobody
• 10:05
  should
• 10:05
  be
• 10:05
  showing
• 10:06
  up
• 10:06
  to
• 10:06
  open
• 10:06
  cart
• 10:07
  not
• 10:07
  problem
• 10:08
  aware.
• 10:08
  Like,
• 10:09
  they
• 10:09
  should
• 10:09
  be
• 10:10
  far
• 10:10
  along
• 10:10
  into
• 10:11
  solution
• 10:11
  aware.
• 10:12
  And
• 10:12
  your
• 10:13
  ramp
• 10:13
  up
• 10:13
  is
• 10:14
  where
• 10:14
  those
• 10:15
  transformations
• 10:16
  happen.
• 10:16
  It's
• 10:17
  really,
• 10:17
  really
• 10:17
  important
• 10:18
  to
• 10:18
  understand
• 10:19
  that,
• 10:19
  that
• 10:19
  we're
• 10:20
  not
• 10:20
  just
• 10:20
  saying,
• 10:21
  I'm
• 10:21
  gonna
• 10:21
  like,
• 10:22
  solve
• 10:22
  all
• 10:22
  of
• 10:22
  your
• 10:22
  problems
• 10:23
  at
• 10:24
  OpenCart.
• 10:24
  Because
• 10:24
  that's
• 10:25
  not,
• 10:25
  that's
• 10:25
  not
• 10:25
  the
• 10:26
  purpose
• 10:26
  of
• 10:26
  OpenCart
• 10:26
  at
• 10:27
  all.
• 10:27
  Yeah,
• 10:27
  yeah.
• 10:28
  And
• 10:28
  so,
• 10:28
  like,
• 10:28
  the
• 10:28
  magic
• 10:29
  really
• 10:29
  does
• 10:29
  happen
• 10:29
  when
• 10:30
  you
• 10:30
  start
• 10:30
  to
• 10:31
  build
• 10:31
  your
• 10:32
  launch
• 10:32
  around
• 10:33
  the
• 10:33
  buyer
• 10:34
  behavior
• 10:34
  because
• 10:35
  everything
• 10:35
  is
• 10:36
  going
• 10:36
  to
• 10:36
  get
• 10:37
  easier
• 10:37
  for
• 10:37
  that
• 10:38
  because
• 10:38
  you're
• 10:38
  bringing
• 10:39
  them
• 10:39
  through
• 10:39
  kind
• 10:40
  of
• 10:40
  a
• 10:40
  sequential
• 10:41
  buying
• 10:42
  journey
• 10:43
  and
• 10:43
  you're
• 10:43
  not
• 10:43
  just
• 10:43
  focused
• 10:44
  on
• 10:44
  that
• 10:44
  open
• 10:45
  cart
• 10:45
  moment.
• 10:46
  So
• 10:47
  moving
• 10:47
  into
• 10:48
  number
• 10:49
  three,
• 10:49
  what
• 10:49
  are
• 10:49
  we
• 10:49
  calling
• 10:50
  these
• 10:50
  shifts?
• 10:50
  What
• 10:50
  are
• 10:50
  we,
• 10:51
  what
• 10:51
  are
• 10:51
  we
• 10:51
  shifts?
• 10:52
  Topics.
• 10:52
  What
• 10:53
  we
• 10:53
  think.
• 10:54
  Yes.
• 10:54
  Balancing
• 10:55
  urgency
• 10:56
  with
• 10:56
  authenticity.
• 10:57
  This
• 10:57
  is
• 10:57
  something
• 10:57
  I
• 10:58
  am
• 10:58
  on
• 10:58
  my
• 10:59
  side
• 10:59
  soapbox
• 11:00
  about
• 11:00
  right
• 11:01
  now,
• 11:01
  which
• 11:01
  is
• 11:02
  the
• 11:02
  manufacturing
• 11:04
  of
• 11:04
  urgency
• 11:05
  in
• 11:05
  the
• 11:06
  online
• 11:06
  space.
• 11:07
  In
• 11:07
  just
• 11:07
  the
• 11:08
  world
• 11:08
  in
• 11:08
  general.
• 11:09
  Like,
• 11:10
  if
• 11:10
  you
• 11:10
  think
• 11:10
  back
• 11:11
  to,
• 11:11
  like,
• 11:11
  even
• 11:12
  client
• 11:12
  work,
• 11:12
  there's
• 11:13
  manufactured
• 11:13
  urgency
• 11:14
  where.
• 11:14
  It'S
• 11:14
  like,
• 11:14
  I
• 11:15
  need
• 11:15
  this
• 11:15
  done
• 11:15
  by
• 11:16
  tomorrow.
• 11:16
  And
• 11:16
  you're
• 11:16
  like,
• 11:17
  no,
• 11:17
  you
• 11:17
  don't
• 11:18
  actually,
• 11:19
  in
• 11:20
  the
• 11:20
  same
• 11:20
  sense
• 11:20
  of
• 11:20
  launches.
• 11:21
  It
• 11:22
  is
• 11:22
  important
• 11:23
  to
• 11:23
  understand
• 11:23
  that,
• 11:24
  like,
• 11:24
  people
• 11:25
  are
• 11:25
  smart.
• 11:26
  People
• 11:26
  are
• 11:26
  so
• 11:26
  smart
• 11:27
  when
• 11:27
  they're
• 11:27
  like,
• 11:27
  this
• 11:28
  bonus
• 11:28
  expires
• 11:29
  with
• 11:30
  a
• 11:30
  countdown
• 11:30
  clock
• 11:31
  or
• 11:31
  whatever,
• 11:31
  and
• 11:31
  you're
• 11:32
  like,
• 11:32
  I
• 11:32
  can
• 11:32
  just
• 11:32
  refresh
• 11:33
  my
• 11:33
  cookies
• 11:33
  and
• 11:34
  I
• 11:34
  can
• 11:34
  just
• 11:35
  reset
• 11:35
  this
• 11:36
  and
• 11:36
  get
• 11:36
  this
• 11:36
  bonus
• 11:37
  again
• 11:37
  if
• 11:38
  I
• 11:38
  wanted
• 11:38
  to.
• 11:39
  These
• 11:39
  are
• 11:39
  all
• 11:40
  things
• 11:40
  that
• 11:41
  you
• 11:41
  have
• 11:41
  to
• 11:41
  be
• 11:42
  able
• 11:42
  to
• 11:43
  acknowledge
• 11:44
  and
• 11:44
  like,
• 11:44
  work
• 11:45
  with
• 11:45
  authentically
• 11:46
  in
• 11:46
  your
• 11:47
  launches
• 11:47
  so
• 11:48
  that
• 11:48
  you
• 11:48
  maintain
• 11:49
  the
• 11:49
  trust
• 11:49
  that
• 11:50
  you
• 11:50
  worked
• 11:50
  so
• 11:51
  hard
• 11:51
  to,
• 11:51
  to
• 11:52
  build.
• 11:52
  I
• 11:52
  have
• 11:53
  a
• 11:53
  very
• 11:53
  hot
• 11:53
  opinion
• 11:54
  about,
• 11:54
  like,
• 11:55
  the
• 11:55
  constant,
• 11:56
  this
• 11:56
  price
• 11:56
  is
• 11:57
  $3,000,
• 11:58
  but
• 11:58
  today
• 11:59
  only,
• 11:59
  you're
• 12:00
  gonna
• 12:00
  get
• 12:00
  it
• 12:00
  for
• 12:01
  500.
• 12:01
  And
• 12:02
  it's
• 12:02
  like,
• 12:02
  no,
• 12:02
  you're
• 12:03
  the
• 12:03
  business
• 12:03
  owner.
• 12:03
  You've
• 12:04
  dictated
• 12:04
  what
• 12:04
  that
• 12:04
  price
• 12:05
  is.
• 12:05
  You've
• 12:05
  never
• 12:05
  launched
• 12:06
  it
• 12:06
  at
• 12:06
  3,000.
• 12:07
  You're
• 12:07
  only
• 12:07
  ever
• 12:07
  launching
• 12:08
  it
• 12:08
  at
• 12:08
  five.
• 12:09
  So
• 12:10
  yeah,
• 12:10
  yeah,
• 12:11
  I
• 12:11
  definitely
• 12:12
  feel
• 12:12
  the
• 12:12
  ick
• 12:12
  about
• 12:13
  false
• 12:13
  scarcity.
• 12:14
  But
• 12:14
  this
• 12:14
  is
• 12:15
  something
• 12:15
  that
• 12:16
  I
• 12:16
  get
• 12:16
  a
• 12:16
  lot
• 12:17
  of
• 12:17
  pushback
• 12:18
  from
• 12:18
  my
• 12:18
  clients
• 12:18
  from.
• 12:19
  And
• 12:19
  I
• 12:19
  really
• 12:19
  kind
• 12:20
  of
• 12:20
  have
• 12:20
  to
• 12:20
  stay,
• 12:20
  stand
• 12:20
  my
• 12:20
  ground
• 12:21
  and
• 12:21
  state
• 12:21
  my
• 12:22
  case
• 12:22
  because
• 12:23
  I
• 12:23
  think
• 12:24
  the
• 12:24
  Online
• 12:24
  world
• 12:25
  has
• 12:25
  made
• 12:25
  it
• 12:25
  seem
• 12:26
  like
• 12:26
  you
• 12:26
  are
• 12:26
  not
• 12:26
  going
• 12:27
  to
• 12:27
  sell
• 12:27
  anything
• 12:28
  unless
• 12:29
  you
• 12:30
  put
• 12:30
  the
• 12:30
  pressure
• 12:31
  on
• 12:32
  people.
• 12:32
  And
• 12:33
  I'm
• 12:33
  like,
• 12:34
  how
• 12:34
  gross
• 12:35
  does
• 12:35
  that
• 12:35
  feel?
• 12:36
  Like
• 12:36
  starting
• 12:37
  a
• 12:37
  relationship
• 12:37
  with
• 12:38
  someone
• 12:38
  that
• 12:38
  you
• 12:38
  basically
• 12:39
  force
• 12:40
  to
• 12:40
  work,
• 12:41
  it
• 12:41
  gives.
• 12:41
  Like
• 12:42
  car
• 12:42
  salesman
• 12:43
  energy.
• 12:43
  And
• 12:43
  you
• 12:44
  don't
• 12:44
  want
• 12:44
  that
• 12:45
  like
• 12:45
  at
• 12:45
  all.
• 12:46
  Yeah,
• 12:46
  it
• 12:46
  gets
• 12:46
  Carl,
• 12:47
  it's
• 12:48
  car
• 12:48
  salesman
• 12:48
  energy.
• 12:49
  It
• 12:49
  gives
• 12:50
  scarcity
• 12:51
  mindset
• 12:51
  energy.
• 12:52
  And
• 12:52
  that
• 12:53
  is
• 12:53
  not
• 12:53
  the
• 12:53
  type
• 12:53
  of
• 12:53
  energy
• 12:54
  you
• 12:54
  want
• 12:54
  to
• 12:54
  be
• 12:54
  projecting
• 12:55
  during
• 12:55
  your
• 12:55
  launch.
• 12:56
  You
• 12:56
  want
• 12:56
  to
• 12:56
  be
• 12:56
  projecting
• 12:57
  abundance
• 12:58
  during
• 12:58
  your
• 12:58
  launch.
• 12:59
  Now
• 12:59
  I'm
• 12:59
  not
• 12:59
  saying
• 13:00
  like
• 13:00
  you
• 13:00
  can't
• 13:01
  ever
• 13:02
  use
• 13:02
  that
• 13:03
  because
• 13:03
  sometimes,
• 13:04
  like
• 13:04
  there
• 13:04
  really
• 13:05
  are
• 13:06
  time
• 13:06
  restrictions.
• 13:07
  I
• 13:07
  have
• 13:07
  one
• 13:07
  client
• 13:07
  who
• 13:08
  runs
• 13:08
  her
• 13:08
  program
• 13:08
  every
• 13:09
  four
• 13:09
  months.
• 13:09
  So
• 13:09
  if
• 13:10
  you
• 13:10
  don't
• 13:10
  sign
• 13:10
  up
• 13:10
  by
• 13:11
  this
• 13:11
  date,
• 13:12
  cohort
• 13:12
  start.
• 13:13
  The
• 13:13
  cohort
• 13:13
  starts
• 13:14
  on
• 13:14
  this
• 13:14
  date.
• 13:14
  You're
• 13:15
  going
• 13:15
  to
• 13:15
  have
• 13:15
  to
• 13:15
  wait
• 13:15
  four
• 13:15
  months.
• 13:16
  That's
• 13:16
  real
• 13:17
  urgency.
• 13:17
  That's
• 13:18
  not
• 13:18
  manufactured
• 13:19
  urgency.
• 13:19
  I
• 13:20
  have
• 13:20
  some
• 13:20
  clients
• 13:20
  that
• 13:21
  only
• 13:21
  take
• 13:21
  a
• 13:21
  certain
• 13:22
  number
• 13:22
  of
• 13:22
  people
• 13:23
  because
• 13:23
  they
• 13:23
  want
• 13:23
  to
• 13:24
  protect
• 13:24
  the
• 13:24
  experience.
• 13:25
  Real
• 13:25
  urgency,
• 13:27
  not
• 13:27
  scarce
• 13:28
  urgency.
• 13:28
  But
• 13:29
  I
• 13:29
  also
• 13:29
  have
• 13:29
  some
• 13:29
  clients
• 13:30
  who
• 13:30
  have
• 13:30
  50
• 13:31
  fast
• 13:31
  action
• 13:31
  bonuses.
• 13:32
  I
• 13:33
  mean,
• 13:33
  the
• 13:33
  thing
• 13:33
  is
• 13:33
  it,
• 13:34
  it
• 13:34
  does
• 13:35
  work.
• 13:37
  It
• 13:37
  does
• 13:38
  work,
• 13:39
  but
• 13:40
  it
• 13:40
  doesn't
• 13:41
  just,
• 13:41
  it
• 13:41
  doesn't
• 13:41
  feel
• 13:42
  good.
• 13:42
  It
• 13:42
  creates
• 13:43
  a
• 13:43
  lot
• 13:43
  of
• 13:44
  work
• 13:44
  on
• 13:44
  the
• 13:44
  back
• 13:44
  end
• 13:45
  for,
• 13:45
  for
• 13:45
  us,
• 13:45
  for
• 13:46
  this
• 13:46
  particular
• 13:46
  client
• 13:46
  that
• 13:47
  we
• 13:47
  do.
• 13:47
  Because
• 13:47
  there's
• 13:48
  like
• 13:48
  one,
• 13:48
  if
• 13:49
  you
• 13:49
  buy
• 13:49
  before
• 13:49
  the
• 13:50
  webinar
• 13:50
  ends,
• 13:50
  there's
• 13:51
  one
• 13:51
  that
• 13:51
  ends
• 13:51
  at
• 13:51
  midnight,
• 13:52
  there's
• 13:52
  one
• 13:52
  that
• 13:52
  ends
• 13:53
  at
• 13:53
  two
• 13:53
  days.
• 13:53
  And
• 13:54
  us
• 13:54
  trying
• 13:54
  to
• 13:54
  keep
• 13:55
  track
• 13:55
  of
• 13:55
  like
• 13:55
  making
• 13:56
  sure
• 13:56
  we're
• 13:56
  delivering
• 13:57
  the
• 13:57
  bonuses
• 13:57
  to
• 13:58
  the
• 13:58
  right
• 13:58
  people
• 13:58
  based
• 13:58
  on
• 13:59
  when
• 13:59
  they
• 13:59
  signed
• 13:59
  up,
• 14:00
  it's
• 14:00
  kind
• 14:00
  of
• 14:00
  like
• 14:01
  a
• 14:01
  whole
• 14:01
  nother
• 14:01
  job.
• 14:01
  And
• 14:01
  I
• 14:01
  don't
• 14:02
  even
• 14:02
  know
• 14:02
  if
• 14:03
  it's
• 14:03
  really
• 14:04
  worth
• 14:04
  it
• 14:05
  or
• 14:05
  if
• 14:05
  it
• 14:06
  would
• 14:06
  really
• 14:07
  move
• 14:07
  people.
• 14:08
  Yeah.
• 14:08
  And
• 14:08
  I
• 14:08
  mean,
• 14:09
  if
• 14:09
  you
• 14:09
  look
• 14:09
  at
• 14:10
  just
• 14:10
  the
• 14:10
  difference
• 14:11
  between
• 14:11
  a
• 14:12
  solopreneur
• 14:13
  or
• 14:14
  a
• 14:14
  team
• 14:15
  that
• 14:16
  launch
• 14:16
  launches
• 14:17
  and
• 14:17
  like
• 14:18
  creates
• 14:18
  these
• 14:19
  production
• 14:19
  type
• 14:20
  launches,
• 14:21
  their
• 14:21
  energies
• 14:22
  are
• 14:22
  very
• 14:23
  different
• 14:23
  because
• 14:23
  each
• 14:24
  person
• 14:24
  on
• 14:24
  this
• 14:25
  side
• 14:25
  there's
• 14:26
  like
• 14:26
  20
• 14:26
  people
• 14:27
  and
• 14:27
  they're
• 14:27
  all
• 14:27
  managing
• 14:28
  all
• 14:28
  of
• 14:28
  these
• 14:28
  different
• 14:29
  things.
• 14:30
  The
• 14:30
  replication
• 14:31
  of
• 14:31
  that
• 14:32
  for
• 14:32
  a
• 14:33
  team
• 14:33
  of
• 14:33
  one,
• 14:33
  a
• 14:33
  team
• 14:34
  of
• 14:34
  three,
• 14:34
  like,
• 14:35
  ultimately
• 14:36
  will
• 14:36
  always
• 14:36
  lead
• 14:36
  to
• 14:37
  burnout.
• 14:38
  And
• 14:38
  those
• 14:39
  tactics
• 14:39
  are
• 14:39
  just
• 14:40
  not
• 14:40
  authentic
• 14:41
  to
• 14:41
  somebody
• 14:42
  who
• 14:42
  is
• 14:43
  truly
• 14:43
  doing
• 14:43
  it
• 14:44
  alone
• 14:45
  or
• 14:46
  with
• 14:46
  a
• 14:46
  small
• 14:47
  team.
• 14:48
  Because
• 14:48
  the
• 14:48
  execution
• 14:49
  of
• 14:49
  that
• 14:49
  can
• 14:50
  create
• 14:50
  a
• 14:50
  very
• 14:51
  bad
• 14:51
  client
• 14:52
  experience.
• 14:52
  It's
• 14:53
  going
• 14:53
  to
• 14:53
  lead
• 14:53
  to
• 14:54
  negative
• 14:55
  retention,
• 14:55
  like,
• 14:56
  or
• 14:56
  I
• 14:56
  guess
• 14:56
  not
• 14:56
  negative
• 14:57
  retention,
• 14:57
  but
• 14:57
  like,
• 14:58
  you
• 14:58
  know
• 14:58
  what
• 14:58
  I'm
• 14:58
  saying?
• 14:58
  Like
• 14:58
  where
• 14:58
  people
• 14:59
  are
• 14:59
  just
• 14:59
  having
• 14:59
  really
• 15:00
  ick
• 15:00
  experiences
• 15:01
  with
• 15:01
  you.
• 15:01
  And
• 15:02
  ultimately
• 15:02
  does
• 15:02
  it
• 15:03
  provide
• 15:03
  a
• 15:03
  building,
• 15:04
  like
• 15:04
  a
• 15:04
  stepping
• 15:04
  stone
• 15:05
  to
• 15:05
  lead
• 15:05
  off
• 15:05
  of
• 15:06
  so
• 15:06
  when
• 15:06
  you
• 15:06
  see
• 15:06
  the
• 15:07
  these
• 15:07
  things
• 15:07
  happening,
• 15:08
  you
• 15:08
  have
• 15:09
  to
• 15:09
  be
• 15:09
  acknowledged.
• 15:10
  The
• 15:10
  context
• 15:10
  of
• 15:11
  this
• 15:11
  person
• 15:12
  has
• 15:13
  25
• 15:13
  people
• 15:14
  managing
• 15:15
  their
• 15:15
  launch
• 15:15
  for
• 15:16
  them,
• 15:16
  this
• 15:17
  person
• 15:17
  has
• 15:18
  two
• 15:18
  or
• 15:19
  one.
• 15:19
  Like
• 15:20
  it's
• 15:20
  just
• 15:21
  not
• 15:21
  apples
• 15:22
  and
• 15:22
  oranges
• 15:23
  or
• 15:23
  it's
• 15:23
  not
• 15:23
  apples
• 15:24
  to
• 15:24
  apples.
• 15:24
  Yeah,
• 15:25
  yeah.
• 15:25
  And
• 15:25
  like
• 15:25
  I'm
• 15:26
  thinking
• 15:26
  through
• 15:26
  like
• 15:26
  I
• 15:27
  can
• 15:27
  give
• 15:27
  you
• 15:27
  like
• 15:28
  50
• 15:28
  different
• 15:28
  tactics
• 15:29
  that
• 15:29
  are
• 15:29
  going
• 15:29
  to
• 15:30
  improve
• 15:30
  your
• 15:31
  show
• 15:32
  up
• 15:32
  rate
• 15:32
  and
• 15:32
  I
• 15:33
  show
• 15:33
  up
• 15:33
  rate,
• 15:34
  conversion
• 15:34
  rate,
• 15:34
  all
• 15:35
  of
• 15:35
  this.
• 15:35
  But
• 15:35
  all
• 15:35
  of
• 15:35
  that
• 15:35
  takes
• 15:36
  more
• 15:36
  time,
• 15:36
  energy,
• 15:37
  capacity.
• 15:38
  So
• 15:38
  that's
• 15:39
  why
• 15:39
  we
• 15:39
  always
• 15:40
  talk
• 15:40
  about
• 15:40
  creating
• 15:40
  like
• 15:40
  a
• 15:40
  1.0
• 15:41
  version
• 15:41
  of
• 15:42
  your
• 15:42
  launch,
• 15:42
  a
• 15:42
  2.0
• 15:43
  and
• 15:43
  kind
• 15:43
  of
• 15:43
  like
• 15:43
  layering
• 15:44
  those
• 15:44
  on.
• 15:45
  And
• 15:45
  I
• 15:45
  think
• 15:45
  when
• 15:45
  you're
• 15:46
  trying
• 15:46
  to
• 15:46
  determine
• 15:47
  your
• 15:47
  strategy,
• 15:47
  are
• 15:48
  you
• 15:48
  going
• 15:48
  to
• 15:48
  do
• 15:48
  a
• 15:48
  giveaway?
• 15:49
  Because
• 15:50
  if
• 15:50
  you
• 15:50
  do
• 15:50
  that
• 15:50
  giveaway,
• 15:51
  then
• 15:51
  you're
• 15:51
  going
• 15:51
  to
• 15:51
  have
• 15:51
  to
• 15:51
  manage
• 15:52
  the
• 15:52
  giveaway
• 15:52
  to
• 15:52
  make
• 15:52
  sure
• 15:53
  that
• 15:53
  the
• 15:53
  person
• 15:53
  actually
• 15:53
  gets
• 15:54
  that.
• 15:54
  If
• 15:54
  you
• 15:54
  do
• 15:54
  a
• 15:54
  billion
• 15:54
  different
• 15:55
  bonuses,
• 15:55
  that's
• 15:55
  another
• 15:56
  thing
• 15:56
  that
• 15:56
  you're
• 15:56
  going
• 15:56
  to
• 15:56
  have
• 15:57
  to
• 15:57
  track.
• 15:57
  If
• 15:58
  you're
• 15:58
  going
• 15:58
  to
• 15:58
  create
• 15:58
  like
• 15:59
  an
• 15:59
  extra
• 15:59
  resource
• 16:00
  or
• 16:00
  workbook
• 16:01
  for
• 16:01
  your
• 16:01
  webinar,
• 16:01
  that's
• 16:01
  another
• 16:02
  thing
• 16:02
  that
• 16:02
  you're
• 16:02
  going
• 16:02
  to
• 16:02
  have
• 16:02
  to
• 16:03
  create.
• 16:04
  So
• 16:04
  I
• 16:04
  think
• 16:04
  a
• 16:04
  lot
• 16:04
  of
• 16:05
  times
• 16:05
  people
• 16:05
  like
• 16:06
  see
• 16:06
  all
• 16:06
  of
• 16:06
  these
• 16:07
  like
• 16:07
  tactics
• 16:08
  that
• 16:08
  other
• 16:08
  people
• 16:08
  are
• 16:08
  doing
• 16:08
  and
• 16:09
  they
• 16:09
  want
• 16:09
  to
• 16:09
  do
• 16:09
  them
• 16:10
  and
• 16:10
  they
• 16:10
  try
• 16:10
  to
• 16:10
  integrate
• 16:11
  them
• 16:11
  all
• 16:12
  and
• 16:12
  they
• 16:12
  end
• 16:12
  up
• 16:13
  either
• 16:13
  not
• 16:13
  executing
• 16:14
  them
• 16:14
  well
• 16:15
  or
• 16:16
  completely
• 16:16
  burning
• 16:17
  out.
• 16:17
  Yeah,
• 16:18
  exactly.
• 16:18
  And
• 16:19
  most
• 16:19
  of
• 16:19
  the
• 16:19
  time
• 16:19
  it's
• 16:19
  both.
• 16:22
  It's
• 16:22
  exhausting.
• 16:23
  Just
• 16:24
  to
• 16:24
  reiterate,
• 16:24
  like
• 16:25
  authentic
• 16:25
  urgency
• 16:26
  exists.
• 16:27
  If
• 16:27
  you
• 16:27
  have
• 16:28
  limited
• 16:28
  spots,
• 16:28
  you
• 16:29
  have
• 16:29
  a
• 16:29
  live
• 16:29
  program,
• 16:30
  there's
• 16:30
  a
• 16:30
  true
• 16:31
  start
• 16:31
  date.
• 16:32
  You
• 16:32
  can
• 16:32
  only
• 16:33
  take
• 16:33
  working
• 16:34
  during
• 16:34
  this
• 16:34
  season
• 16:35
  or
• 16:35
  that
• 16:35
  season,
• 16:36
  like,
• 16:36
  that's
• 16:37
  genuine.
• 16:38
  But
• 16:38
  when
• 16:38
  you're
• 16:39
  looking
• 16:39
  at
• 16:40
  these
• 16:41
  alternate
• 16:41
  tactics
• 16:42
  that
• 16:42
  have
• 16:42
  been
• 16:43
  so
• 16:45
  push
• 16:45
  in
• 16:46
  the
• 16:46
  online
• 16:47
  space
• 16:47
  and
• 16:47
  these
• 16:48
  tactics
• 16:49
  that
• 16:49
  are
• 16:49
  just
• 16:49
  like,
• 16:49
  so
• 16:50
  normal
• 16:50
  but
• 16:50
  like
• 16:51
  not
• 16:51
  okay.
• 16:51
  Like
• 16:52
  look,
• 16:53
  I
• 16:53
  would
• 16:53
  say
• 16:53
  my
• 16:54
  own
• 16:54
  reflection
• 16:55
  there
• 16:55
  is
• 16:56
  look
• 16:56
  at
• 16:56
  like
• 16:56
  how
• 16:56
  you
• 16:57
  would
• 16:57
  react
• 16:58
  to
• 16:58
  that
• 16:59
  in
• 16:59
  your
• 16:59
  own
• 17:00
  buying
• 17:00
  experience
• 17:01
  and
• 17:01
  see
• 17:01
  if
• 17:01
  it
• 17:01
  vibes
• 17:02
  with
• 17:03
  how
• 17:03
  you
• 17:04
  just
• 17:04
  energetically
• 17:05
  work
• 17:06
  through
• 17:06
  things.
• 17:07
  Because
• 17:07
  most
• 17:08
  of
• 17:08
  the
• 17:08
  time
• 17:08
  that
• 17:08
  for
• 17:09
  me
• 17:09
  I'm
• 17:09
  like,
• 17:09
  that's
• 17:09
  an
• 17:10
  instant
• 17:10
  I'm
• 17:10
  never
• 17:10
  gonna
• 17:11
  buy.
• 17:11
  And
• 17:11
  a
• 17:11
  lot
• 17:12
  of
• 17:12
  the
• 17:12
  times
• 17:12
  the
• 17:12
  people
• 17:12
  I
• 17:13
  work
• 17:13
  with
• 17:13
  are
• 17:14
  just
• 17:14
  like
• 17:14
  me.
• 17:15
  And
• 17:15
  it's
• 17:16
  most
• 17:16
  of
• 17:16
  the
• 17:16
  time
• 17:17
  it's
• 17:17
  across
• 17:17
  the
• 17:18
  board
• 17:18
  like
• 17:18
  that,
• 17:18
  like
• 17:18
  your
• 17:19
  client,
• 17:19
  your
• 17:20
  ideal
• 17:20
  client
• 17:20
  is
• 17:21
  very
• 17:21
  much
• 17:21
  aligned
• 17:21
  with
• 17:22
  how
• 17:22
  you
• 17:22
  are.
• 17:23
  So
• 17:23
  just
• 17:23
  take
• 17:24
  that
• 17:24
  into
• 17:24
  a
• 17:24
  little
• 17:25
  bit
• 17:25
  of
• 17:25
  a
• 17:25
  how
• 17:26
  does
• 17:26
  this
• 17:26
  feel?
• 17:27
  Moment.
• 17:27
  All
• 17:28
  right,
• 17:28
  so
• 17:28
  moving
• 17:28
  into
• 17:29
  point
• 17:30
  four
• 17:30
  of
• 17:31
  developing
• 17:31
  your
• 17:31
  launch
• 17:32
  strategy,
• 17:33
  this
• 17:33
  kind
• 17:33
  of
• 17:33
  goes
• 17:33
  into
• 17:34
  execution
• 17:34
  strategy
• 17:36
  and
• 17:36
  the
• 17:36
  fact
• 17:36
  that
• 17:36
  Launch
• 17:37
  fatigue
• 17:37
  really
• 17:38
  is
• 17:38
  not
• 17:39
  just
• 17:39
  about
• 17:39
  the
• 17:39
  workload
• 17:40
  that
• 17:40
  you've
• 17:40
  created
• 17:41
  for
• 17:41
  yourself
• 17:41
  with
• 17:42
  the
• 17:42
  type
• 17:42
  of
• 17:42
  launch
• 17:42
  that
• 17:43
  you're
• 17:43
  going
• 17:43
  to
• 17:43
  do,
• 17:43
  the
• 17:43
  tactics
• 17:44
  that
• 17:44
  you're
• 17:44
  going
• 17:44
  to
• 17:44
  deploy,
• 17:45
  but
• 17:45
  it's
• 17:45
  also
• 17:46
  mental
• 17:46
  load.
• 17:47
  And
• 17:47
  this
• 17:48
  is
• 17:48
  where
• 17:49
  project
• 17:49
  planning
• 17:50
  and
• 17:50
  having
• 17:51
  a
• 17:51
  launch
• 17:52
  dashboard.
• 17:53
  I
• 17:53
  have
• 17:53
  a
• 17:53
  launch
• 17:53
  dashboard
• 17:54
  that
• 17:54
  I
• 17:54
  have
• 17:54
  used
• 17:54
  in
• 17:55
  my
• 17:55
  $3
• 17:55
  million
• 17:56
  launch.
• 17:56
  I
• 17:56
  absolutely
• 17:56
  love
• 17:56
  it.
• 17:57
  It
• 17:57
  helps
• 17:57
  to
• 17:57
  keep
• 17:58
  the
• 17:58
  team
• 17:58
  in
• 17:58
  check.
• 17:59
  But
• 17:59
  more
• 17:59
  importantly,
• 18:00
  as
• 18:00
  project
• 18:00
  manager,
• 18:01
  who
• 18:01
  is
• 18:01
  managing
• 18:02
  14
• 18:02
  different
• 18:03
  people
• 18:03
  and
• 18:04
  50
• 18:05
  different
• 18:05
  things
• 18:05
  that
• 18:06
  are
• 18:06
  going
• 18:06
  on,
• 18:06
  because
• 18:07
  this
• 18:07
  does.
• 18:07
  We
• 18:08
  do
• 18:08
  all
• 18:08
  the
• 18:08
  tactics.
• 18:09
  Having
• 18:10
  everything
• 18:10
  in
• 18:11
  one
• 18:12
  place
• 18:12
  is
• 18:13
  so
• 18:14
  beautiful,
• 18:15
  calming.
• 18:16
  I
• 18:16
  love
• 18:16
  it.
• 18:16
  If
• 18:17
  anybody
• 18:17
  asked
• 18:17
  me
• 18:17
  a
• 18:18
  question,
• 18:18
  go
• 18:19
  look
• 18:19
  at
• 18:19
  the
• 18:19
  dashboard.
• 18:20
  Go
• 18:20
  look
• 18:20
  at
• 18:20
  the
• 18:20
  dashboard.
• 18:21
  We've
• 18:21
  got
• 18:21
  our
• 18:22
  tasks
• 18:22
  there,
• 18:22
  we've
• 18:23
  got
• 18:23
  our
• 18:23
  docs,
• 18:24
  any
• 18:24
  copy
• 18:24
  docs
• 18:25
  that
• 18:25
  we've
• 18:25
  created,
• 18:25
  any
• 18:25
  strategy
• 18:26
  docs
• 18:26
  in
• 18:27
  the
• 18:27
  docs
• 18:27
  tab,
• 18:27
  we've
• 18:28
  got
• 18:28
  all
• 18:28
  our
• 18:28
  graphics
• 18:29
  in
• 18:29
  the
• 18:29
  graphics
• 18:30
  tabs,
• 18:30
  we've
• 18:30
  got
• 18:30
  our
• 18:30
  email
• 18:31
  marketing
• 18:31
  calendar
• 18:32
  mapped
• 18:32
  out,
• 18:32
  our
• 18:33
  social
• 18:33
  media
• 18:33
  calendar
• 18:34
  mapped
• 18:34
  out,
• 18:34
  our
• 18:34
  ad
• 18:34
  strategy
• 18:35
  mapped
• 18:35
  out.
• 18:36
  Trying
• 18:36
  to
• 18:36
  think
• 18:36
  what
• 18:37
  else
• 18:37
  we
• 18:37
  have.
• 18:37
  Every
• 18:38
  single
• 18:38
  thing
• 18:38
  that
• 18:39
  we
• 18:39
  use
• 18:39
  inside
• 18:40
  the
• 18:40
  launch
• 18:41
  is
• 18:41
  in
• 18:41
  this
• 18:41
  one
• 18:42
  spot.
• 18:42
  So
• 18:42
  I'm
• 18:43
  not
• 18:43
  having
• 18:43
  to
• 18:43
  go
• 18:43
  hunt
• 18:44
  in
• 18:44
  Google
• 18:44
  Docs
• 18:45
  or
• 18:45
  through
• 18:45
  a
• 18:45
  Slack
• 18:45
  message
• 18:46
  or
• 18:47
  on
• 18:47
  a
• 18:48
  random
• 18:48
  piece
• 18:48
  of
• 18:48
  paper
• 18:48
  to
• 18:49
  find
• 18:49
  the
• 18:49
  information
• 18:50
  that
• 18:50
  we
• 18:51
  need
• 18:51
  and
• 18:51
  just
• 18:52
  plug
• 18:52
  for
• 18:52
  notion.
• 18:52
  Absolutely
• 18:53
  love
• 18:53
  notion,
• 18:54
  because
• 18:54
  if
• 18:54
  you've
• 18:54
  ever
• 18:55
  been
• 18:55
  in
• 18:55
  a
• 18:55
  launch,
• 18:55
  you
• 18:56
  know,
• 18:56
  things
• 18:56
  pivot
• 18:56
  and
• 18:57
  change
• 18:57
  quite
• 18:57
  often.
• 18:58
  So
• 18:58
  I
• 18:58
  love
• 18:58
  to
• 18:58
  use
• 18:59
  their
• 18:59
  sync
• 18:59
  block
• 19:00
  feature
• 19:00
  when
• 19:00
  stuff
• 19:01
  is
• 19:01
  going
• 19:01
  to
• 19:01
  be
• 19:01
  displayed
• 19:02
  in
• 19:02
  multiple
• 19:02
  different
• 19:02
  places,
• 19:03
  so
• 19:03
  that
• 19:03
  if
• 19:03
  one
• 19:04
  thing
• 19:04
  changes
• 19:04
  in
• 19:04
  one
• 19:05
  spot,
• 19:05
  it
• 19:05
  automatically
• 19:06
  gets
• 19:06
  changed
• 19:06
  in
• 19:07
  the
• 19:07
  other
• 19:07
  spots
• 19:07
  as
• 19:08
  well.
• 19:08
  Yeah,
• 19:09
  I
• 19:09
  will
• 19:09
  say
• 19:09
  I
• 19:09
  have
• 19:10
  ran
• 19:10
  launches
• 19:11
  without
• 19:12
  Jess
• 19:12
  and
• 19:13
  I
• 19:13
  have
• 19:13
  run
• 19:13
  launches
• 19:14
  with
• 19:14
  Jess
• 19:15
  and
• 19:15
  I
• 19:15
  will
• 19:16
  forever
• 19:16
  and
• 19:16
  always
• 19:17
  choose
• 19:17
  the
• 19:18
  with
• 19:18
  Jess
• 19:19
  option
• 19:19
  because
• 19:19
  it
• 19:20
  is
• 19:21
  so
• 19:22
  just.
• 19:23
  It
• 19:23
  makes
• 19:23
  my
• 19:23
  brain
• 19:24
  happy
• 19:24
  to
• 19:25
  see
• 19:25
  all
• 19:26
  of
• 19:26
  these
• 19:26
  various
• 19:27
  components
• 19:27
  working.
• 19:28
  And
• 19:28
  then
• 19:28
  her
• 19:29
  notion,
• 19:29
  dashboards
• 19:30
  and
• 19:30
  everything,
• 19:30
  they're
• 19:31
  just.
• 19:31
  It's
• 19:32
  like
• 19:32
  somebody
• 19:32
  takes
• 19:32
  this
• 19:33
  and
• 19:33
  just
• 19:33
  pulls
• 19:33
  it
• 19:34
  out
• 19:34
  of
• 19:34
  my
• 19:34
  brain
• 19:34
  and
• 19:34
  puts
• 19:35
  it
• 19:35
  in
• 19:35
  there.
• 19:35
  So
• 19:36
  it
• 19:36
  is
• 19:37
  so
• 19:37
  important
• 19:37
  because
• 19:38
  launches
• 19:39
  get
• 19:39
  chaotic.
• 19:40
  And
• 19:40
  especially
• 19:41
  I
• 19:41
  will
• 19:41
  speak
• 19:42
  to
• 19:42
  the
• 19:42
  people
• 19:42
  who
• 19:43
  are
• 19:43
  writing
• 19:44
  their
• 19:44
  own
• 19:44
  copy,
• 19:45
  setting
• 19:45
  up
• 19:46
  their
• 19:46
  own
• 19:46
  tech,
• 19:47
  doing
• 19:47
  all
• 19:47
  of
• 19:47
  those
• 19:48
  components
• 19:49
  alone
• 19:49
  or
• 19:50
  with
• 19:50
  one
• 19:50
  other
• 19:50
  person.
• 19:51
  It's
• 19:52
  not
• 19:52
  just
• 19:52
  the
• 19:52
  writing,
• 19:53
  it's
• 19:53
  not
• 19:53
  just
• 19:54
  the
• 19:54
  implementing
• 19:55
  and
• 19:55
  executing.
• 19:56
  It
• 19:56
  is
• 19:57
  the
• 19:57
  planning.
• 19:58
  It
• 19:58
  is
• 19:58
  the,
• 19:59
  you
• 19:59
  know,
• 20:00
  making
• 20:00
  the
• 20:00
  shifts
• 20:01
  across
• 20:01
  the
• 20:01
  board,
• 20:02
  remembering,
• 20:03
  oh,
• 20:03
  we're
• 20:03
  not
• 20:04
  doing
• 20:04
  this
• 20:04
  anymore,
• 20:04
  we're
• 20:05
  doing
• 20:05
  that
• 20:05
  now.
• 20:05
  All
• 20:06
  of
• 20:06
  those
• 20:06
  things,
• 20:07
  the
• 20:07
  mental
• 20:07
  labor
• 20:08
  as
• 20:08
  well
• 20:08
  as
• 20:09
  the
• 20:09
  actual
• 20:09
  execution
• 20:10
  of
• 20:10
  the
• 20:10
  launch
• 20:11
  really
• 20:12
  do
• 20:13
  stack
• 20:13
  up.
• 20:14
  It's
• 20:14
  easy
• 20:14
  When
• 20:15
  I
• 20:15
  wouldn't
• 20:15
  say
• 20:15
  it's
• 20:16
  easy,
• 20:16
  but
• 20:16
  like
• 20:16
  it's
• 20:16
  a
• 20:17
  system.
• 20:17
  When
• 20:18
  there's
• 20:18
  a
• 20:18
  10
• 20:18
  +
• 20:19
  person
• 20:19
  launch,
• 20:20
  when
• 20:20
  it's
• 20:20
  just
• 20:21
  you,
• 20:21
  you
• 20:22
  have
• 20:22
  to
• 20:22
  say,
• 20:23
  okay,
• 20:23
  I
• 20:23
  am
• 20:24
  the
• 20:24
  copywriter
• 20:24
  today
• 20:25
  and
• 20:25
  I'm
• 20:25
  checking
• 20:26
  the
• 20:26
  boxes
• 20:27
  on
• 20:27
  my
• 20:27
  tasks,
• 20:27
  I'm
• 20:28
  moving
• 20:28
  my
• 20:28
  assigned
• 20:29
  dates
• 20:29
  and
• 20:29
  I'm
• 20:29
  doing
• 20:30
  all
• 20:30
  of
• 20:30
  this.
• 20:30
  Okay,
• 20:31
  now
• 20:31
  I'm
• 20:31
  the
• 20:31
  project
• 20:32
  manager
• 20:32
  and
• 20:32
  I'm
• 20:32
  doing
• 20:33
  this.
• 20:33
  Like
• 20:33
  it's
• 20:34
  so
• 20:34
  much
• 20:34
  harder
• 20:35
  when
• 20:35
  it's
• 20:35
  just
• 20:35
  the
• 20:36
  smaller
• 20:36
  set
• 20:37
  of
• 20:37
  two
• 20:37
  people.
• 20:37
  But
• 20:38
  that
• 20:38
  what's,
• 20:38
  that's
• 20:38
  what
• 20:39
  makes
• 20:39
  the
• 20:39
  notion
• 20:39
  dashboard
• 20:40
  of
• 20:40
  the
• 20:40
  project
• 20:41
  dashboard
• 20:42
  so
• 20:42
  much
• 20:43
  more
• 20:43
  important.
• 20:44
  And
• 20:44
  then
• 20:44
  going
• 20:45
  back
• 20:45
  to
• 20:45
  our
• 20:46
  launches,
• 20:46
  building
• 20:46
  on
• 20:47
  top
• 20:47
  of
• 20:47
  themselves,
• 20:47
  when
• 20:48
  you
• 20:48
  have
• 20:48
  your
• 20:49
  entire
• 20:49
  launch
• 20:49
  dashboard
• 20:50
  with
• 20:50
  every
• 20:51
  single
• 20:51
  thing
• 20:52
  you
• 20:52
  did,
• 20:52
  wrote,
• 20:53
  mapped
• 20:53
  out,
• 20:54
  thought
• 20:55
  in
• 20:55
  one
• 20:55
  spot,
• 20:56
  it's
• 20:56
  so
• 20:56
  easy
• 20:57
  to
• 20:57
  kind
• 20:57
  of
• 20:57
  go
• 20:57
  back
• 20:58
  and
• 20:58
  continue
• 20:58
  to
• 20:59
  build
• 20:59
  on
• 20:59
  your
• 20:59
  launch
• 21:00
  and
• 21:00
  improve
• 21:00
  your
• 21:01
  launch
• 21:01
  because
• 21:01
  you're
• 21:01
  not
• 21:02
  having
• 21:02
  to.
• 21:03
  I
• 21:03
  feel
• 21:03
  like
• 21:03
  a
• 21:03
  lot
• 21:03
  of
• 21:03
  people
• 21:04
  start
• 21:04
  from
• 21:04
  scratch
• 21:04
  every
• 21:05
  single
• 21:05
  time
• 21:05
  because
• 21:06
  just
• 21:06
  because
• 21:06
  they
• 21:06
  can't
• 21:06
  find
• 21:06
  their
• 21:06
  stuff,
• 21:07
  it's
• 21:07
  like
• 21:07
  not
• 21:07
  in
• 21:07
  front
• 21:07
  of
• 21:07
  them.
• 21:08
  But
• 21:08
  when
• 21:08
  you're,
• 21:08
  when
• 21:09
  you
• 21:09
  go
• 21:09
  to
• 21:09
  plan
• 21:09
  your
• 21:09
  next
• 21:09
  launch,
• 21:10
  if
• 21:10
  you
• 21:10
  can
• 21:10
  pull
• 21:10
  up
• 21:10
  your
• 21:10
  launch
• 21:11
  dashboard
• 21:11
  that
• 21:11
  has
• 21:12
  like,
• 21:12
  okay,
• 21:12
  these
• 21:12
  are
• 21:13
  when
• 21:13
  I
• 21:13
  send
• 21:13
  all
• 21:13
  the
• 21:13
  emails.
• 21:14
  This
• 21:14
  is
• 21:14
  what
• 21:14
  I
• 21:14
  put
• 21:14
  in
• 21:15
  the
• 21:15
  emails.
• 21:15
  This
• 21:16
  is
• 21:16
  when
• 21:16
  I
• 21:16
  started
• 21:16
  it.
• 21:17
  This
• 21:17
  email,
• 21:19
  this
• 21:19
  email.
• 21:20
  So
• 21:20
  I
• 21:20
  need
• 21:20
  to
• 21:20
  change
• 21:21
  this
• 21:21
  out.
• 21:21
  Like
• 21:21
  it
• 21:21
  makes
• 21:22
  everything
• 21:22
  so
• 21:23
  much
• 21:23
  better.
• 21:23
  And
• 21:23
  that
• 21:23
  is
• 21:24
  how
• 21:24
  that
• 21:24
  you're
• 21:25
  going
• 21:25
  to
• 21:26
  continuously
• 21:26
  improve
• 21:27
  your
• 21:27
  launch
• 21:28
  after
• 21:28
  launch,
• 21:28
  after
• 21:28
  launch
• 21:29
  is
• 21:29
  doing
• 21:29
  a
• 21:29
  really
• 21:29
  good
• 21:30
  audit
• 21:30
  debrief,
• 21:31
  keeping
• 21:31
  records
• 21:32
  of
• 21:32
  what
• 21:32
  you
• 21:32
  did
• 21:32
  last
• 21:33
  time
• 21:33
  so
• 21:33
  that
• 21:33
  you
• 21:34
  can
• 21:34
  tweak,
• 21:34
  refine
• 21:35
  and
• 21:35
  improve
• 21:36
  for
• 21:36
  the
• 21:36
  next
• 21:36
  step.
• 21:37
  Yeah,
• 21:37
  and
• 21:37
  we'll
• 21:37
  make
• 21:37
  sure
• 21:38
  that
• 21:38
  we'll
• 21:38
  link
• 21:39
  the
• 21:39
  audit
• 21:40
  episode
• 21:40
  that
• 21:40
  we've
• 21:41
  done
• 21:41
  where
• 21:41
  we
• 21:41
  talk
• 21:41
  about
• 21:42
  like
• 21:42
  the
• 21:42
  core
• 21:42
  KPIs
• 21:43
  that
• 21:43
  are
• 21:44
  important
• 21:44
  to
• 21:45
  reflecting
• 21:45
  back
• 21:46
  on
• 21:46
  past
• 21:46
  launches
• 21:47
  and
• 21:47
  how
• 21:47
  to
• 21:47
  do
• 21:47
  that.
• 21:47
  Like,
• 21:48
  we'll
• 21:48
  make
• 21:48
  sure
• 21:48
  that
• 21:48
  that's
• 21:49
  in
• 21:49
  the
• 21:49
  show
• 21:49
  notes.
• 21:50
  But
• 21:50
  yeah,
• 21:50
  I
• 21:50
  think
• 21:50
  that
• 21:51
  that's
• 21:51
  like
• 21:52
  this
• 21:52
  is
• 21:52
  make
• 21:52
  or
• 21:52
  break
• 21:53
  launch,
• 21:53
  like
• 21:54
  100%.
• 21:55
  I
• 21:55
  have
• 21:56
  tried.
• 21:56
  Okay,
• 21:57
  so
• 21:57
  like
• 21:57
  I've
• 21:57
  done
• 21:57
  so
• 21:57
  many
• 21:58
  launches
• 21:58
  at
• 21:58
  this
• 21:58
  time
• 21:59
  and
• 21:59
  for
• 21:59
  like
• 21:59
  some
• 21:59
  of
• 21:59
  my
• 22:00
  smaller
• 22:00
  launch,
• 22:00
  like
• 22:01
  client
• 22:01
  launches,
• 22:01
  I'm
• 22:02
  like,
• 22:02
  I
• 22:02
  don't
• 22:02
  need
• 22:03
  to
• 22:03
  go
• 22:03
  and
• 22:03
  do
• 22:03
  all
• 22:03
  this.
• 22:03
  Like
• 22:04
  I,
• 22:04
  I
• 22:04
  know
• 22:05
  step
• 22:05
  by
• 22:05
  step
• 22:05
  I
• 22:06
  can
• 22:06
  do
• 22:06
  this
• 22:06
  in
• 22:06
  my
• 22:06
  sleep
• 22:07
  of
• 22:07
  everything
• 22:07
  we
• 22:07
  need
• 22:07
  to
• 22:08
  do.
• 22:08
  And
• 22:08
  then
• 22:08
  I'll
• 22:09
  get
• 22:09
  like
• 22:09
  halfway
• 22:10
  to
• 22:10
  the
• 22:10
  end
• 22:10
  and
• 22:10
  I'll
• 22:10
  be
• 22:10
  like,
• 22:11
  what
• 22:11
  is
• 22:11
  going
• 22:11
  on?
• 22:12
  Did
• 22:12
  we
• 22:12
  do
• 22:12
  this?
• 22:12
  Did
• 22:13
  we
• 22:13
  do
• 22:13
  that?
• 22:13
  I'll
• 22:13
  have
• 22:13
  to
• 22:13
  go
• 22:14
  back
• 22:14
  and
• 22:14
  like
• 22:14
  create
• 22:14
  the
• 22:15
  whole
• 22:15
  launch.
• 22:15
  Plan
• 22:15
  again
• 22:16
  so
• 22:16
  that
• 22:16
  I
• 22:16
  can
• 22:16
  like
• 22:16
  start
• 22:17
  from
• 22:17
  scratch.
• 22:18
  So
• 22:18
  like
• 22:18
  even
• 22:19
  me,
• 22:19
  who's
• 22:20
  probably
• 22:20
  done,
• 22:21
  I
• 22:21
  don't
• 22:21
  know,
• 22:22
  a
• 22:22
  lot,
• 22:22
  60
• 22:23
  launches
• 22:24
  at
• 22:24
  this
• 22:24
  point,
• 22:24
  I've
• 22:25
  launched
• 22:25
  a
• 22:26
  lot
• 22:26
  and
• 22:26
  believe
• 22:26
  me,
• 22:26
  I
• 22:27
  like,
• 22:27
  I
• 22:28
  know
• 22:28
  in
• 22:28
  my
• 22:28
  head
• 22:28
  every
• 22:29
  single
• 22:29
  step
• 22:29
  that
• 22:29
  needs
• 22:29
  to
• 22:30
  get,
• 22:30
  needs
• 22:30
  to
• 22:31
  happen.
• 22:31
  But
• 22:31
  it's
• 22:31
  still,
• 22:31
  still
• 22:32
  is
• 22:32
  very
• 22:32
  beneficial
• 22:33
  to
• 22:33
  make
• 22:33
  sure
• 22:34
  that
• 22:34
  it's
• 22:34
  out
• 22:34
  there.
• 22:35
  Project
• 22:35
  plans
• 22:37
  and
• 22:38
  just
• 22:38
  so
• 22:38
  much
• 22:38
  more
• 22:38
  peaceful,
• 22:39
  peaceful,
• 22:40
  profitable
• 22:40
  launches.
• 22:41
  That's
• 22:41
  what
• 22:41
  we're
• 22:41
  helping
• 22:42
  you
• 22:42
  do.
• 22:43
  Yes.
• 22:45
  So
• 22:46
  let's
• 22:46
  go
• 22:46
  ahead
• 22:46
  and
• 22:46
  just
• 22:46
  like
• 22:47
  do
• 22:47
  a
• 22:47
  quick
• 22:48
  summary
• 22:48
  of
• 22:48
  everything
• 22:48
  that
• 22:48
  we
• 22:49
  covered
• 22:49
  here.
• 22:49
  So
• 22:50
  no
• 22:50
  one
• 22:51
  size
• 22:51
  fits
• 22:51
  all
• 22:52
  launch.
• 22:52
  That
• 22:52
  is
• 22:52
  not
• 22:53
  a
• 22:53
  thing.
• 22:53
  There
• 22:54
  are
• 22:54
  so
• 22:54
  many
• 22:54
  nuances
• 22:55
  and
• 22:56
  just
• 22:56
  various
• 22:57
  uniqueness
• 22:58
  to
• 22:59
  your
• 22:59
  own
• 22:59
  business
• 23:00
  that
• 23:00
  won't
• 23:00
  necessarily
• 23:01
  fit
• 23:01
  into
• 23:02
  taking
• 23:03
  somebody's
• 23:03
  launch
• 23:04
  strategy
• 23:04
  and
• 23:04
  executing
• 23:05
  it
• 23:05
  on
• 23:05
  your
• 23:05
  own.
• 23:06
  So
• 23:06
  take
• 23:06
  it,
• 23:07
  feel
• 23:07
  what
• 23:07
  resonates,
• 23:08
  align
• 23:09
  it
• 23:09
  with
• 23:09
  what
• 23:09
  your
• 23:10
  audience
• 23:10
  is
• 23:11
  and
• 23:11
  then
• 23:12
  execute
• 23:12
  it
• 23:12
  in
• 23:12
  that
• 23:13
  sense.
• 23:13
  The
• 23:13
  second
• 23:14
  one
• 23:14
  is
• 23:14
  always
• 23:15
  map
• 23:15
  to
• 23:15
  the
• 23:15
  customer
• 23:16
  journey.
• 23:16
  Don't
• 23:17
  just
• 23:17
  slap
• 23:18
  dates
• 23:18
  on
• 23:18
  a
• 23:18
  calendar
• 23:19
  and
• 23:19
  saying
• 23:19
  we're
• 23:20
  launching
• 23:20
  and
• 23:20
  we're
• 23:21
  going
• 23:21
  and
• 23:21
  all
• 23:22
  of
• 23:22
  that.
• 23:22
  Like,
• 23:22
  if
• 23:22
  you
• 23:23
  do
• 23:23
  that,
• 23:23
  you're
• 23:23
  probably
• 23:24
  not
• 23:24
  going
• 23:24
  to
• 23:24
  get
• 23:24
  a
• 23:24
  lot
• 23:24
  of
• 23:24
  conversions.
• 23:25
  So
• 23:25
  really
• 23:26
  making
• 23:26
  sure
• 23:26
  you're
• 23:26
  aligned
• 23:27
  with
• 23:27
  the
• 23:27
  awareness
• 23:28
  journey,
• 23:29
  with
• 23:29
  the
• 23:30
  buyer
• 23:30
  journey
• 23:31
  of
• 23:31
  your
• 23:31
  own
• 23:31
  people
• 23:32
  and
• 23:32
  making
• 23:32
  sure
• 23:33
  that
• 23:33
  it
• 23:33
  fits
• 23:33
  into
• 23:34
  those
• 23:34
  pieces
• 23:35
  is
• 23:35
  key.
• 23:37
  Second,
• 23:37
  or
• 23:38
  I
• 23:38
  guess
• 23:38
  third,
• 23:39
  is
• 23:39
  balancing
• 23:40
  urgency
• 23:40
  with
• 23:40
  authenticity.
• 23:41
  We
• 23:42
  are
• 23:42
  all
• 23:42
  living
• 23:43
  in
• 23:43
  these
• 23:44
  crazy
• 23:45
  high
• 23:45
  urgency,
• 23:46
  manipulative
• 23:47
  marketing
• 23:48
  sales
• 23:48
  tactics.
• 23:49
  Like
• 23:49
  we
• 23:49
  all
• 23:49
  feel
• 23:49
  it,
• 23:50
  don't
• 23:50
  implement
• 23:50
  it
• 23:51
  just
• 23:51
  because
• 23:51
  you
• 23:51
  think
• 23:51
  it's
• 23:52
  going
• 23:52
  to
• 23:53
  do
• 23:53
  something
• 23:53
  extra
• 23:54
  for
• 23:54
  your
• 23:54
  launch.
• 23:54
  Yeah.
• 23:55
  And
• 23:55
  I
• 23:55
  think
• 23:56
  make
• 23:56
  sure
• 23:56
  just
• 23:57
  to
• 23:57
  add
• 23:57
  this,
• 23:57
  it's
• 23:58
  not
• 23:58
  just
• 23:58
  urgency,
• 23:59
  but
• 23:59
  make
• 23:59
  sure
• 24:00
  your
• 24:00
  entire,
• 24:01
  every
• 24:01
  single
• 24:02
  launch
• 24:02
  tactic
• 24:03
  that
• 24:03
  you
• 24:03
  employ
• 24:05
  feels
• 24:05
  aligned
• 24:06
  with
• 24:06
  you.
• 24:07
  Because
• 24:07
  if
• 24:07
  it
• 24:07
  doesn't,
• 24:08
  it's
• 24:08
  not
• 24:09
  going
• 24:09
  to
• 24:09
  show.
• 24:09
  I
• 24:10
  cannot.
• 24:10
  It's
• 24:11
  because
• 24:11
  if
• 24:11
  it
• 24:12
  doesn't,
• 24:12
  it's
• 24:12
  going
• 24:13
  to
• 24:13
  show.
• 24:14
  I
• 24:14
  cannot
• 24:15
  tell
• 24:15
  you
• 24:15
  how
• 24:15
  many.
• 24:16
  I've
• 24:16
  been
• 24:16
  on
• 24:17
  a
• 24:17
  lot
• 24:17
  of
• 24:17
  webinars
• 24:17
  I've
• 24:18
  been
• 24:18
  on.
• 24:18
  And
• 24:18
  like
• 24:19
  when
• 24:19
  you
• 24:19
  get
• 24:19
  to
• 24:19
  the
• 24:19
  pitch
• 24:20
  part,
• 24:21
  if
• 24:21
  that
• 24:22
  person
• 24:22
  is
• 24:22
  trying
• 24:23
  to
• 24:23
  follow
• 24:23
  like
• 24:24
  a
• 24:24
  guru's
• 24:25
  pitch,
• 24:25
  it
• 24:26
  just
• 24:26
  comes
• 24:26
  off
• 24:26
  so
• 24:26
  awkward.
• 24:27
  So
• 24:27
  you
• 24:27
  really
• 24:28
  have
• 24:28
  to
• 24:28
  find
• 24:28
  a
• 24:28
  way
• 24:29
  to
• 24:30
  present
• 24:30
  your
• 24:30
  product
• 24:31
  in
• 24:31
  a
• 24:31
  way
• 24:32
  that
• 24:32
  feels
• 24:32
  aligned
• 24:33
  with
• 24:33
  you.
• 24:34
  I
• 24:34
  can
• 24:34
  go
• 24:34
  into
• 24:35
  how
• 24:36
  to
• 24:36
  do
• 24:36
  that,
• 24:36
  but
• 24:36
  that,
• 24:37
  that's
• 24:37
  another
• 24:37
  episode
• 24:38
  for
• 24:38
  another
• 24:38
  episode.
• 24:39
  But
• 24:40
  just
• 24:40
  make
• 24:40
  sure
• 24:40
  that
• 24:41
  all
• 24:41
  of
• 24:41
  your
• 24:41
  tactics
• 24:42
  that
• 24:42
  you
• 24:42
  employ
• 24:42
  feel
• 24:43
  aligned
• 24:43
  with
• 24:43
  both
• 24:44
  your
• 24:44
  values
• 24:44
  and
• 24:45
  your
• 24:45
  actual
• 24:45
  capacity
• 24:46
  you're
• 24:46
  going
• 24:46
  to
• 24:46
  run
• 24:46
  into
• 24:47
  totally.
• 24:48
  And
• 24:48
  then
• 24:48
  lastly
• 24:49
  is
• 24:50
  redo
• 24:50
  yourself
• 24:51
  a
• 24:51
  favor
• 24:52
  and
• 24:52
  reduce
• 24:52
  the
• 24:53
  mental
• 24:53
  load
• 24:54
  by
• 24:54
  getting
• 24:55
  some
• 24:55
  type
• 24:56
  of
• 24:56
  project
• 24:56
  management
• 24:57
  launch
• 24:57
  dashboard
• 24:59
  that
• 24:59
  you
• 24:59
  can
• 24:59
  see
• 25:00
  launch
• 25:00
  over
• 25:01
  launch,
• 25:01
  you
• 25:01
  can
• 25:02
  see
• 25:02
  everything
• 25:03
  in
• 25:03
  one
• 25:03
  place.
• 25:04
  Make
• 25:04
  an
• 25:05
  external
• 25:05
  brain
• 25:06
  for
• 25:07
  your
• 25:07
  launch.
• 25:07
  Because
• 25:08
  our
• 25:08
  businesses
• 25:09
  are
• 25:09
  not
• 25:09
  our
• 25:09
  entire
• 25:10
  lives.
• 25:11
  We
• 25:11
  have
• 25:11
  personal
• 25:11
  life,
• 25:12
  we
• 25:12
  got
• 25:12
  things
• 25:13
  we
• 25:13
  got
• 25:13
  to
• 25:13
  think
• 25:13
  about
• 25:13
  for
• 25:14
  dinner
• 25:14
  every
• 25:14
  single
• 25:15
  night.
• 25:15
  We
• 25:15
  have
• 25:16
  all
• 25:17
  of
• 25:17
  the
• 25:17
  plans
• 25:17
  on
• 25:17
  the
• 25:17
  weekends.
• 25:18
  Like,
• 25:18
  don't
• 25:19
  try
• 25:19
  to
• 25:19
  store
• 25:20
  more
• 25:20
  in
• 25:21
  here
• 25:21
  than
• 25:22
  necessary.
• 25:23
  Put
• 25:23
  it
• 25:23
  out
• 25:23
  on
• 25:23
  the
• 25:24
  thing.
• 25:24
  On
• 25:24
  the
• 25:24
  thing,
• 25:25
  Put
• 25:25
  it
• 25:25
  out
• 25:25
  on
• 25:25
  the
• 25:25
  dashboard
• 25:26
  and
• 25:26
  make
• 25:26
  sure
• 25:27
  that
• 25:27
  it
• 25:27
  is
• 25:27
  an
• 25:28
  external
• 25:29
  brain
• 25:30
  that
• 25:30
  you
• 25:30
  can
• 25:30
  then
• 25:31
  keep
• 25:31
  track
• 25:31
  of
• 25:31
  and
• 25:32
  execute
• 25:33
  and
• 25:33
  then
• 25:33
  use
• 25:33
  it
• 25:33
  for
• 25:34
  your
• 25:34
  next
• 25:34
  launch.
• 25:35
  And
• 25:35
  I
• 25:35
  think
• 25:36
  most
• 25:36
  importantly,
• 25:36
  it's
• 25:37
  tr,
• 25:37
  you
• 25:37
  know,
• 25:37
  keep
• 25:38
  that
• 25:38
  experimenter's
• 25:39
  mindset
• 25:39
  and
• 25:40
  really
• 25:40
  look
• 25:40
  at
• 25:40
  each
• 25:41
  launch
• 25:41
  where
• 25:41
  you're
• 25:42
  not
• 25:43
  just
• 25:43
  building
• 25:43
  a
• 25:43
  quick
• 25:44
  cash
• 25:44
  injection
• 25:44
  for
• 25:45
  your
• 25:45
  business,
• 25:45
  you're
• 25:45
  really
• 25:46
  building
• 25:46
  an
• 25:46
  asset
• 25:47
  that's
• 25:47
  going
• 25:47
  to
• 25:48
  perform
• 25:48
  over
• 25:49
  and
• 25:49
  over
• 25:49
  and
• 25:49
  over
• 25:50
  for
• 25:50
  you.
• 25:50
  Sure,
• 25:50
  you
• 25:50
  might
• 25:51
  have
• 25:51
  to
• 25:51
  pivot,
• 25:51
  tweak
• 25:52
  as
• 25:52
  buyer
• 25:53
  behaviors
• 25:53
  shift
• 25:54
  and
• 25:54
  things
• 25:55
  evolve,
• 25:55
  but,
• 25:56
  you
• 25:56
  know,
• 25:56
  overall,
• 25:57
  the
• 25:57
  core
• 25:57
  of
• 25:57
  it
• 25:57
  is
• 25:57
  something
• 25:58
  that
• 25:58
  you're
• 25:58
  going
• 25:58
  to
• 25:58
  be
• 25:58
  able
• 25:59
  to
• 25:59
  reuse
• 26:00
  and
• 26:00
  recycle.
• 26:01
  I
• 26:01
  almost
• 26:01
  like
• 26:01
  reduce,
• 26:02
  reuse,
• 26:02
  recycle.
• 26:03
  We're
• 26:04
  being
• 26:04
  very
• 26:04
  sustainable
• 26:05
  with
• 26:05
  our
• 26:06
  launches.
• 26:06
  So
• 26:07
  we
• 26:07
  want
• 26:07
  you
• 26:07
  to
• 26:07
  thought
• 26:08
  we
• 26:08
  want
• 26:08
  you
• 26:09
  to
• 26:09
  you
• 26:09
  to
• 26:09
  tell
• 26:09
  us,
• 26:10
  get
• 26:10
  in
• 26:10
  our
• 26:10
  DMS
• 26:10
  and
• 26:11
  tell
• 26:11
  us
• 26:11
  what
• 26:12
  launch
• 26:12
  tactic
• 26:13
  or
• 26:13
  launch
• 26:14
  model
• 26:14
  has
• 26:15
  felt
• 26:15
  most
• 26:15
  aligned
• 26:16
  with
• 26:16
  you.
• 26:16
  What
• 26:16
  is
• 26:17
  your
• 26:17
  favorite
• 26:17
  way
• 26:18
  to
• 26:18
  launch?
• 26:18
  And
• 26:18
  if
• 26:18
  you
• 26:19
  do
• 26:19
  not
• 26:19
  love
• 26:19
  to
• 26:19
  launch
• 26:20
  yet,
• 26:21
  then
• 26:21
  we
• 26:21
  want
• 26:21
  to
• 26:21
  hear
• 26:22
  from
• 26:22
  you.
• 26:22
  What
• 26:22
  are
• 26:22
  you
• 26:22
  going
• 26:22
  to
• 26:22
  experiment
• 26:23
  with
• 26:23
  trying
• 26:23
  on
• 26:24
  next?
• 26:24
  If
• 26:24
  you
• 26:24
  did
• 26:25
  a
• 26:25
  webinar
• 26:25
  and
• 26:25
  you
• 26:25
  hated
• 26:26
  every
• 26:26
  second
• 26:26
  of
• 26:26
  your
• 26:26
  life,
• 26:27
  I
• 26:27
  know
• 26:27
  Rachel
• 26:27
  did
• 26:28
  a
• 26:28
  challenge
• 26:28
  one
• 26:28
  time.
• 26:28
  She's
• 26:29
  like,
• 26:29
  I
• 26:29
  am
• 26:29
  never
• 26:29
  doing
• 26:29
  that
• 26:30
  again.
• 26:31
  Doing
• 26:31
  that
• 26:32
  again.
• 26:33
  Let
• 26:33
  us
• 26:33
  know
• 26:33
  what
• 26:33
  you're
• 26:34
  going
• 26:34
  to
• 26:34
  experiment
• 26:34
  with
• 26:35
  next
• 26:35
  week.
• 26:36
  Let
• 26:36
  us
• 26:36
  know
• 26:36
  what
• 26:36
  you're
• 26:37
  going
• 26:37
  to
• 26:37
  experiment
• 26:37
  with
• 26:38
  in
• 26:38
  our
• 26:38
  dms.
• 26:39
  We
• 26:39
  are
• 26:39
  at
• 26:40
  deeply
• 26:40
  rooted
• 26:41
  business
• 26:41
  on
• 26:42
  Instagram
• 26:42
  and
• 26:43
  I
• 26:43
  think
• 26:43
  Tic
• 26:43
  Tac
• 26:44
  now.
• 26:44
  And
• 26:44
  come
• 26:44
  back
• 26:44
  next
• 26:45
  week.
• 26:45
  We're
• 26:45
  going
• 26:45
  to
• 26:45
  continue
• 26:45
  our
• 26:46
  launch
• 26:46
  series.
• 26:47
  And
• 26:47
  if
• 26:48
  Today
• 26:48
  gave
• 26:49
  you
• 26:49
  any
• 26:50
  new
• 26:50
  insights
• 26:51
  to
• 26:51
  launching
• 26:52
  any
• 26:52
  less
• 26:53
  stressed
• 26:53
  way
• 26:54
  or
• 26:54
  you
• 26:55
  think
• 26:55
  that
• 26:55
  this
• 26:55
  would
• 26:55
  be
• 26:56
  helpful,
• 26:56
  be
• 26:56
  sure
• 26:56
  to
• 26:57
  share
• 26:57
  it
• 26:57
  with
• 26:57
  your
• 26:57
  business
• 26:57
  bestie.
• 26:59
  Follow
• 26:59
  us
• 27:00
  wherever
• 27:00
  you
• 27:00
  listen
• 27:00
  so
• 27:01
  you
• 27:01
  don't
• 27:01
  miss
• 27:01
  an
• 27:01
  episode.
• 27:02
  And
• 27:02
  please,
• 27:03
  please,
• 27:03
  please
• 27:04
  leave
• 27:04
  us
• 27:04
  a
• 27:04
  review,
• 27:05
  we
• 27:05
  would
• 27:05
  really
• 27:05
  appreciate
• 27:06
  it.
• 27:06
  It
• 27:06
  helps
• 27:07
  our
• 27:08
  podcast
• 27:08
  grow.
• 27:09
  And
• 27:11
  until
• 27:11
  next
• 27:12
  week,
• 27:12
  we
• 27:13
  are
• 27:13
  rooting
• 27:13
  for
• 27:14
  you.