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Black Friday for Coaches & Service Providers: When to Skip It (and What to Do Instead) · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:02
  All
• 0:03
  right.
• 0:04
  Happy
• 0:04
  Friday.
• 0:06
  How's
• 0:07
  it
• 0:07
  going,
• 0:07
  Rachel?
• 0:08
  I
• 0:08
  saw
• 0:09
  that
• 0:09
  you
• 0:09
  just
• 0:10
  put
• 0:10
  your
• 0:12
  new
• 0:12
  creation
• 0:12
  out
• 0:13
  into
• 0:13
  the
• 0:13
  world.
• 0:13
  So
• 0:14
  first
• 0:14
  off,
• 0:14
  so
• 0:14
  proud.
• 0:15
  But
• 0:15
  how
• 0:15
  does
• 0:15
  it
• 0:15
  feel?
• 0:16
  Yeah,
• 0:17
  it's
• 0:17
  like
• 0:17
  that.
• 0:19
  It's
• 0:19
  a
• 0:19
  weird
• 0:20
  alignment
• 0:20
  of.
• 0:20
  And
• 0:20
  I'm
• 0:21
  trying
• 0:21
  to
• 0:21
  like
• 0:21
  have
• 0:22
  Jess
• 0:22
  in
• 0:22
  my
• 0:22
  brain
• 0:23
  thinking
• 0:23
  about,
• 0:23
  focus
• 0:24
  on
• 0:24
  capacity
• 0:25
  and
• 0:25
  set
• 0:26
  realistic
• 0:26
  goals
• 0:27
  and
• 0:27
  I'm
• 0:27
  trying
• 0:28
  to
• 0:28
  maintain
• 0:29
  that
• 0:30
  side
• 0:30
  of
• 0:30
  this
• 0:31
  launch.
• 0:31
  But
• 0:31
  ultimately,
• 0:32
  like,
• 0:32
  I
• 0:32
  literally
• 0:33
  hate
• 0:34
  launching.
• 0:35
  And
• 0:36
  I
• 0:36
  don't
• 0:36
  know
• 0:36
  if
• 0:37
  anyone
• 0:37
  will
• 0:37
  recall
• 0:38
  from
• 0:38
  the
• 0:38
  conversation
• 0:40
  in
• 0:40
  the
• 0:40
  capacity
• 0:41
  episode
• 0:42
  where
• 0:42
  I
• 0:42
  was
• 0:42
  talking
• 0:42
  about
• 0:43
  there's
• 0:44
  a
• 0:44
  decision
• 0:44
  to
• 0:44
  move
• 0:44
  the
• 0:45
  business
• 0:45
  forward
• 0:45
  or
• 0:46
  a
• 0:46
  decision
• 0:46
  to
• 0:47
  take
• 0:47
  on
• 0:48
  more
• 0:49
  retainer
• 0:49
  clients.
• 0:50
  And
• 0:52
  I
• 0:52
  had
• 0:52
  a
• 0:53
  choice
• 0:53
  to
• 0:53
  make
• 0:53
  and
• 0:54
  I
• 0:54
  made
• 0:54
  a
• 0:54
  non
• 0:55
  choice.
• 0:55
  And
• 0:56
  so
• 0:56
  here
• 0:56
  I
• 0:56
  am
• 0:57
  with
• 0:57
  a
• 0:59
  ton
• 0:59
  of
• 0:59
  retainer
• 0:59
  clients
• 1:00
  and
• 1:00
  two
• 1:01
  that
• 1:01
  are
• 1:01
  actively
• 1:02
  launching
• 1:03
  this
• 1:04
  week
• 1:04
  and
• 1:05
  here
• 1:05
  I
• 1:05
  am
• 1:06
  launching
• 1:06
  a
• 1:06
  program
• 1:08
  and
• 1:10
  zero
• 1:10
  energy
• 1:11
  to
• 1:11
  do
• 1:11
  it.
• 1:12
  So
• 1:12
  I'm
• 1:13
  like,
• 1:13
  why
• 1:13
  do
• 1:14
  I
• 1:14
  not
• 1:14
  listen
• 1:15
  to
• 1:15
  my
• 1:15
  own
• 1:15
  advice?
• 1:17
  I
• 1:17
  know,
• 1:17
  I
• 1:17
  think
• 1:17
  it's
• 1:18
  interesting
• 1:18
  because
• 1:18
  I've
• 1:19
  never
• 1:19
  really
• 1:19
  done
• 1:19
  a
• 1:20
  real
• 1:20
  launch
• 1:20
  for
• 1:21
  myself,
• 1:22
  but
• 1:22
  I've
• 1:22
  been
• 1:23
  behind
• 1:23
  the
• 1:23
  scenes
• 1:23
  for
• 1:24
  a
• 1:24
  other
• 1:24
  launches.
• 1:25
  So
• 1:25
  I'm
• 1:25
  sure
• 1:25
  that
• 1:26
  energy
• 1:26
  and
• 1:27
  what
• 1:27
  you
• 1:27
  have
• 1:27
  to
• 1:27
  put
• 1:28
  out,
• 1:28
  like
• 1:28
  balancing
• 1:29
  because
• 1:29
  most
• 1:29
  of
• 1:29
  the
• 1:29
  time
• 1:30
  my
• 1:30
  clients
• 1:30
  are
• 1:30
  balancing
• 1:31
  like
• 1:31
  they're
• 1:31
  one
• 1:31
  on
• 1:31
  one
• 1:31
  clients
• 1:32
  as
• 1:32
  well.
• 1:33
  So
• 1:33
  like
• 1:33
  trying
• 1:33
  to
• 1:34
  figure
• 1:34
  that
• 1:34
  out
• 1:34
  and
• 1:34
  navigate
• 1:35
  it.
• 1:36
  But
• 1:36
  you
• 1:36
  did
• 1:36
  make
• 1:36
  a
• 1:37
  choice.
• 1:37
  You
• 1:37
  made
• 1:37
  a
• 1:37
  choice
• 1:38
  because
• 1:38
  we
• 1:38
  said
• 1:38
  you
• 1:38
  either
• 1:39
  get
• 1:39
  to.
• 1:39
  You
• 1:39
  did
• 1:40
  decide.
• 1:40
  I'm
• 1:40
  just
• 1:40
  going
• 1:40
  to
• 1:41
  go
• 1:41
  through
• 1:41
  and
• 1:41
  I
• 1:41
  know
• 1:41
  it's
• 1:42
  going
• 1:42
  to
• 1:42
  be
• 1:42
  hard
• 1:43
  and
• 1:44
  I'm
• 1:45
  going
• 1:45
  to
• 1:45
  be
• 1:45
  over
• 1:46
  capacity
• 1:47
  or
• 1:47
  maybe
• 1:47
  working
• 1:48
  more
• 1:48
  than
• 1:48
  what
• 1:49
  you
• 1:49
  wanted
• 1:49
  to.
• 1:50
  At
• 1:50
  first
• 1:51
  the
• 1:51
  program
• 1:51
  is
• 1:52
  out
• 1:52
  there
• 1:52
  and
• 1:52
  I
• 1:53
  think
• 1:53
  it's
• 1:53
  like
• 1:54
  hardest
• 1:54
  step
• 1:54
  is
• 1:54
  to
• 1:55
  get
• 1:55
  it
• 1:55
  out
• 1:55
  there
• 1:56
  because
• 1:56
  then
• 1:57
  collect
• 1:58
  all
• 1:58
  the
• 1:58
  fun
• 1:58
  data
• 1:59
  of,
• 2:00
  you
• 2:00
  know,
• 2:01
  actually
• 2:01
  doing
• 2:02
  it
• 2:02
  and
• 2:02
  learn
• 2:02
  from
• 2:03
  it.
• 2:03
  Launch
• 2:03
  and
• 2:04
  grow.
• 2:05
  Yeah.
• 2:05
  So.
• 2:06
  And
• 2:06
  I
• 2:06
  think
• 2:06
  one
• 2:07
  of
• 2:07
  the
• 2:07
  topics
• 2:07
  we're
• 2:08
  going
• 2:08
  to
• 2:08
  talk
• 2:08
  about
• 2:08
  today
• 2:09
  is
• 2:09
  the
• 2:10
  competition
• 2:10
  side
• 2:11
  of
• 2:11
  things,
• 2:11
  which
• 2:12
  is
• 2:12
  we're
• 2:12
  diving
• 2:13
  into
• 2:13
  the
• 2:14
  reality
• 2:15
  of
• 2:15
  Black
• 2:15
  Friday
• 2:16
  and
• 2:17
  kind
• 2:17
  of
• 2:17
  bring
• 2:17
  that
• 2:18
  into
• 2:19
  what
• 2:19
  I'm
• 2:20
  currently
• 2:20
  experiencing,
• 2:21
  a
• 2:21
  very
• 2:22
  large
• 2:22
  online
• 2:23
  business.
• 2:24
  I
• 2:24
  actually
• 2:25
  know
• 2:25
  who
• 2:25
  you're
• 2:25
  talking
• 2:26
  about
• 2:26
  because
• 2:27
  I
• 2:27
  saw
• 2:27
  her
• 2:28
  program
• 2:28
  and
• 2:28
  I
• 2:28
  was
• 2:28
  like,
• 2:29
  oh,
• 2:30
  this
• 2:30
  is
• 2:30
  kind
• 2:31
  of
• 2:31
  what
• 2:31
  Rachel.
• 2:32
  When
• 2:32
  I
• 2:32
  looked
• 2:32
  at
• 2:33
  your
• 2:33
  program
• 2:33
  and
• 2:33
  looked
• 2:34
  at
• 2:34
  what
• 2:34
  her
• 2:34
  program
• 2:34
  is,
• 2:35
  I
• 2:35
  was
• 2:35
  like,
• 2:35
  this
• 2:36
  is
• 2:36
  kind
• 2:36
  of
• 2:36
  what
• 2:37
  Rachel
• 2:37
  is
• 2:37
  doing.
• 2:38
  Oh
• 2:39
  yeah.
• 2:40
  When
• 2:40
  I
• 2:40
  tell
• 2:41
  you
• 2:41
  I
• 2:42
  nearly
• 2:42
  scrapped
• 2:43
  the
• 2:43
  whole
• 2:43
  program
• 2:44
  just
• 2:44
  because
• 2:44
  I
• 2:44
  was
• 2:44
  like
• 2:45
  one.
• 2:45
  I
• 2:45
  don't
• 2:45
  want
• 2:45
  to
• 2:45
  come
• 2:45
  out
• 2:46
  looking
• 2:46
  like
• 2:46
  a
• 2:46
  copycat,
• 2:47
  but
• 2:47
  I've
• 2:47
  been
• 2:47
  working
• 2:47
  on
• 2:48
  this
• 2:48
  for
• 2:49
  six
• 2:49
  plus
• 2:49
  weeks
• 2:50
  now
• 2:51
  and
• 2:52
  I
• 2:53
  Don't
• 2:53
  like
• 2:54
  actively
• 2:54
  follow
• 2:55
  her
• 2:55
  stuff.
• 2:56
  So
• 2:56
  I
• 2:56
  couldn't
• 2:56
  have
• 2:57
  known
• 2:58
  that
• 2:58
  was
• 2:58
  something
• 2:58
  that
• 2:59
  she
• 2:59
  was
• 2:59
  leading
• 2:59
  towards.
• 3:00
  But
• 3:01
  it's
• 3:01
  a
• 3:02
  very
• 3:02
  similar
• 3:02
  program.
• 3:03
  Obviously
• 3:03
  she
• 3:04
  has
• 3:04
  the
• 3:04
  authority,
• 3:05
  she
• 3:05
  has
• 3:05
  the
• 3:05
  reach.
• 3:06
  And
• 3:06
  I'm
• 3:06
  sitting
• 3:06
  here
• 3:07
  in
• 3:07
  total
• 3:07
  imposter
• 3:08
  syndrome
• 3:09
  being
• 3:09
  like
• 3:11
  who
• 3:11
  am
• 3:11
  I
• 3:12
  to.
• 3:12
  Launch
• 3:12
  a
• 3:12
  program
• 3:13
  like
• 3:13
  this?
• 3:13
  But
• 3:14
  I
• 3:14
  know
• 3:14
  it's
• 3:14
  like
• 3:15
  my
• 3:15
  bread
• 3:16
  and
• 3:16
  butter
• 3:16
  and
• 3:16
  I
• 3:17
  know
• 3:17
  that
• 3:17
  it's
• 3:17
  like
• 3:17
  what
• 3:18
  like
• 3:18
  when
• 3:18
  I
• 3:18
  tell
• 3:18
  you
• 3:19
  the
• 3:19
  content
• 3:19
  for
• 3:19
  this
• 3:20
  just
• 3:20
  flowed
• 3:21
  out
• 3:21
  of
• 3:21
  me,
• 3:22
  that
• 3:22
  gave
• 3:22
  me
• 3:23
  the
• 3:23
  nudge
• 3:23
  to
• 3:23
  move
• 3:24
  forward
• 3:24
  with
• 3:24
  it.
• 3:25
  But
• 3:25
  all
• 3:26
  the
• 3:26
  freaking
• 3:26
  feels
• 3:27
  are
• 3:27
  happening
• 3:27
  right
• 3:28
  now
• 3:28
  and
• 3:28
  I'm
• 3:28
  just.
• 3:30
  That's
• 3:31
  so
• 3:31
  crazy
• 3:31
  because
• 3:31
  I
• 3:32
  had
• 3:32
  actually
• 3:32
  gotten
• 3:33
  out
• 3:33
  of
• 3:33
  this
• 3:33
  person's
• 3:34
  world
• 3:34
  that
• 3:34
  we're.
• 3:35
  That
• 3:35
  I'm
• 3:35
  pretty
• 3:35
  sure
• 3:36
  who's
• 3:36
  launching
• 3:37
  the
• 3:37
  same
• 3:37
  thing
• 3:37
  you're
• 3:37
  launching
• 3:38
  and
• 3:38
  some
• 3:38
  stories
• 3:39
  and
• 3:39
  I
• 3:39
  got
• 3:39
  sucked
• 3:39
  back
• 3:40
  into
• 3:40
  it
• 3:40
  and
• 3:40
  I've
• 3:40
  been
• 3:41
  actually
• 3:41
  attending
• 3:42
  all
• 3:42
  of
• 3:42
  her
• 3:43
  lead
• 3:44
  up
• 3:44
  content
• 3:44
  for
• 3:45
  their
• 3:45
  like,
• 3:45
  like
• 3:46
  fly
• 3:46
  in
• 3:46
  the
• 3:46
  wall,
• 3:46
  like
• 3:46
  watch
• 3:47
  me
• 3:47
  build.
• 3:48
  I
• 3:48
  would
• 3:48
  be
• 3:48
  very
• 3:49
  interesting
• 3:49
  to
• 3:49
  know
• 3:49
  her
• 3:50
  human
• 3:50
  design
• 3:50
  because
• 3:51
  she's
• 3:52
  doing
• 3:52
  what
• 3:52
  I
• 3:52
  think
• 3:53
  every
• 3:53
  manifester
• 3:54
  should
• 3:54
  do
• 3:54
  is
• 3:55
  like
• 3:55
  she's
• 3:55
  taking
• 3:55
  you
• 3:56
  behind
• 3:56
  the
• 3:56
  scenes
• 3:57
  of
• 3:57
  her
• 3:57
  actually
• 3:57
  building
• 3:58
  out
• 3:58
  the
• 3:58
  program
• 3:58
  but
• 3:59
  selling
• 3:59
  it
• 3:59
  to
• 4:00
  you
• 4:00
  at
• 4:00
  the
• 4:00
  same
• 4:00
  time.
• 4:01
  One
• 4:02
  I
• 4:02
  think
• 4:02
  is
• 4:03
  so
• 4:03
  much
• 4:03
  like
• 4:03
  there
• 4:03
  has
• 4:04
  to
• 4:04
  be
• 4:04
  so
• 4:04
  much
• 4:04
  intentionality
• 4:05
  about
• 4:05
  like
• 4:05
  in
• 4:06
  planning
• 4:06
  behind
• 4:06
  like
• 4:06
  obviously
• 4:07
  she's
• 4:07
  probably
• 4:08
  got
• 4:08
  pretty
• 4:09
  large
• 4:09
  team
• 4:09
  around
• 4:10
  that.
• 4:10
  But
• 4:10
  I
• 4:10
  just
• 4:11
  find
• 4:11
  the
• 4:11
  way
• 4:11
  that
• 4:11
  she
• 4:12
  was
• 4:12
  launching
• 4:12
  it
• 4:13
  so
• 4:14
  interesting
• 4:15
  and
• 4:15
  so
• 4:15
  thought
• 4:16
  out.
• 4:16
  But
• 4:17
  also
• 4:18
  no
• 4:18
  like
• 4:19
  the
• 4:19
  vibe
• 4:19
  that
• 4:20
  you're
• 4:20
  bringing
• 4:20
  and
• 4:21
  the
• 4:21
  vibe
• 4:21
  that
• 4:22
  she
• 4:22
  is
• 4:22
  bringing
• 4:23
  is
• 4:23
  completely
• 4:24
  different.
• 4:24
  And
• 4:25
  like
• 4:25
  your
• 4:25
  vibe
• 4:26
  attracts
• 4:26
  your
• 4:26
  tribe
• 4:27
  kind
• 4:27
  of
• 4:27
  thing.
• 4:27
  There's
• 4:28
  so
• 4:28
  many
• 4:28
  people
• 4:29
  that
• 4:29
  are
• 4:30
  attracted
• 4:30
  to
• 4:31
  you
• 4:32
  and
• 4:32
  I
• 4:32
  think
• 4:33
  that
• 4:33
  you
• 4:33
  can,
• 4:33
  I
• 4:33
  think,
• 4:34
  I
• 4:34
  mean
• 4:34
  obviously
• 4:35
  this
• 4:35
  person,
• 4:35
  I
• 4:35
  don't
• 4:36
  really
• 4:36
  say
• 4:36
  copy
• 4:36
  her
• 4:37
  but
• 4:37
  take
• 4:37
  what.
• 4:37
  Take
• 4:38
  some
• 4:38
  inspiration
• 4:39
  from
• 4:39
  her
• 4:40
  and
• 4:40
  I
• 4:40
  think
• 4:41
  you'll
• 4:41
  be
• 4:41
  able
• 4:41
  to
• 4:42
  not
• 4:43
  take
• 4:43
  inspiration
• 4:44
  from
• 4:44
  her.
• 4:44
  There's
• 4:44
  some
• 4:44
  things
• 4:45
  that
• 4:45
  like
• 4:45
  positioning
• 4:46
  wise
• 4:46
  that
• 4:47
  I
• 4:47
  think,
• 4:47
  oh,
• 4:47
  like
• 4:47
  this
• 4:48
  is
• 4:48
  really
• 4:48
  smart.
• 4:49
  I
• 4:49
  even
• 4:49
  said
• 4:49
  that
• 4:49
  I'm
• 4:49
  like,
• 4:50
  oh
• 4:50
  Rachel,
• 4:50
  like
• 4:50
  when
• 4:51
  I
• 4:51
  was
• 4:51
  reading
• 4:51
  through
• 4:51
  your
• 4:51
  sales
• 4:51
  page
• 4:52
  this
• 4:52
  morning,
• 4:52
  I'm
• 4:52
  like,
• 4:52
  oh,
• 4:52
  Rachel
• 4:52
  should
• 4:53
  come
• 4:53
  position
• 4:53
  it
• 4:53
  like
• 4:54
  this.
• 4:54
  Because
• 4:55
  that
• 4:55
  way
• 4:56
  for
• 4:57
  this
• 4:59
  for
• 4:59
  me
• 5:00
  I'm
• 5:00
  totally
• 5:00
  signing
• 5:01
  up
• 5:01
  for
• 5:01
  Rachel's
• 5:01
  thing.
• 5:01
  And
• 5:02
  what
• 5:02
  basically
• 5:02
  this
• 5:03
  program
• 5:03
  is
• 5:03
  that
• 5:03
  we're
• 5:04
  like
• 5:04
  dancing
• 5:04
  around
• 5:05
  is
• 5:06
  Rachel
• 5:06
  is
• 5:07
  gonna
• 5:08
  help
• 5:08
  you
• 5:08
  create
• 5:09
  this
• 5:10
  sales
• 5:10
  funnel
• 5:11
  that
• 5:11
  will
• 5:11
  you
• 5:11
  know,
• 5:12
  bring
• 5:12
  new
• 5:12
  leads
• 5:13
  into
• 5:14
  your
• 5:15
  nest
• 5:15
  one
• 5:16
  autopilot
• 5:17
  in
• 5:17
  a
• 5:17
  very
• 5:17
  intentional
• 5:19
  way.
• 5:19
  So
• 5:20
  I
• 5:20
  think
• 5:20
  if
• 5:20
  you're
• 5:21
  someone
• 5:21
  like
• 5:21
  me
• 5:22
  who's
• 5:22
  finally
• 5:23
  and
• 5:23
  I
• 5:23
  came
• 5:23
  out
• 5:23
  with
• 5:23
  my
• 5:23
  new
• 5:24
  Offers
• 5:24
  yesterday,
• 5:25
  nail
• 5:25
  down
• 5:25
  your
• 5:26
  offer
• 5:26
  that
• 5:27
  you
• 5:27
  want
• 5:27
  to
• 5:27
  sell
• 5:28
  and
• 5:28
  well,
• 5:28
  how
• 5:29
  do
• 5:29
  I
• 5:29
  get
• 5:29
  people
• 5:30
  into
• 5:31
  kind
• 5:31
  of
• 5:31
  like
• 5:32
  my
• 5:33
  sales
• 5:33
  funnel
• 5:34
  sales
• 5:34
  podcast
• 5:35
  because
• 5:35
  right
• 5:35
  now
• 5:35
  I'm
• 5:36
  hearing
• 5:36
  cricket.
• 5:36
  So
• 5:37
  Rachel's
• 5:38
  program
• 5:38
  is
• 5:38
  going
• 5:38
  to
• 5:38
  help
• 5:39
  you
• 5:39
  one
• 5:39
  build
• 5:40
  the
• 5:40
  funnel
• 5:40
  that
• 5:41
  would
• 5:41
  need
• 5:41
  to
• 5:41
  nurture
• 5:41
  them.
• 5:42
  But
• 5:42
  then
• 5:42
  it's
• 5:42
  also
• 5:43
  what
• 5:43
  are
• 5:43
  the
• 5:43
  other
• 5:44
  social
• 5:44
  media
• 5:44
  like
• 5:45
  avenues
• 5:45
  and
• 5:46
  stuff?
• 5:46
  Like
• 5:46
  how
• 5:46
  do
• 5:46
  you
• 5:46
  get
• 5:46
  people
• 5:47
  on
• 5:47
  top
• 5:47
  of
• 5:47
  funnel
• 5:48
  as
• 5:48
  well?
• 5:49
  And
• 5:49
  then
• 5:49
  also
• 5:50
  newsletter
• 5:50
  strategy,
• 5:51
  which
• 5:51
  is
• 5:51
  something
• 5:52
  I
• 5:52
  think
• 5:52
  it's
• 5:52
  so
• 5:52
  funny
• 5:53
  because
• 5:53
  I
• 5:53
  have
• 5:53
  a
• 5:53
  newsletter
• 5:54
  right
• 5:54
  now
• 5:54
  that
• 5:54
  I
• 5:54
  say
• 5:54
  I
• 5:55
  send
• 5:55
  it
• 5:55
  out
• 5:55
  every
• 5:55
  Tuesday,
• 5:56
  every
• 5:56
  edited.
• 5:57
  I
• 5:57
  was
• 5:57
  looking
• 5:58
  at
• 5:58
  my
• 5:58
  email
• 5:59
  software
• 6:00
  yesterday
• 6:00
  and
• 6:00
  I'm
• 6:00
  like,
• 6:00
  I
• 6:00
  have
• 6:01
  sent
• 6:01
  out
• 6:01
  an
• 6:01
  email
• 6:02
  once
• 6:03
  a
• 6:03
  month.
• 6:03
  Like
• 6:04
  once
• 6:04
  a
• 6:05
  month.
• 6:05
  And
• 6:05
  I'm
• 6:05
  like,
• 6:06
  I
• 6:06
  say
• 6:06
  that
• 6:06
  I
• 6:06
  do
• 6:07
  it
• 6:08
  every
• 6:08
  one,
• 6:09
  but
• 6:09
  it's
• 6:09
  because
• 6:10
  I'm
• 6:10
  starting
• 6:10
  and
• 6:10
  I'm
• 6:11
  not
• 6:11
  listening
• 6:11
  to
• 6:11
  my
• 6:11
  own
• 6:12
  advice
• 6:12
  of
• 6:12
  starting
• 6:13
  that
• 6:13
  like
• 6:14
  planning.
• 6:15
  And
• 6:15
  I
• 6:15
  think
• 6:15
  it
• 6:15
  was
• 6:16
  because
• 6:16
  I
• 6:16
  like
• 6:17
  hadn't
• 6:17
  nailed
• 6:17
  down
• 6:18
  what
• 6:18
  offer
• 6:19
  that
• 6:19
  I
• 6:19
  was
• 6:19
  selling
• 6:20
  and
• 6:20
  now,
• 6:20
  now
• 6:20
  that
• 6:21
  I
• 6:21
  know,
• 6:21
  oh,
• 6:21
  this
• 6:21
  is
• 6:21
  what
• 6:22
  I'm
• 6:22
  going
• 6:22
  to
• 6:22
  focus
• 6:22
  on
• 6:23
  selling.
• 6:23
  And
• 6:23
  I
• 6:23
  need
• 6:23
  to
• 6:23
  sell.
• 6:24
  I
• 6:24
  like
• 6:25
  wanted
• 6:25
  to
• 6:25
  make
• 6:25
  a
• 6:25
  hundred
• 6:25
  k
• 6:26
  this
• 6:26
  year
• 6:26
  which
• 6:26
  I
• 6:26
  know
• 6:27
  is
• 6:27
  like
• 6:27
  an
• 6:27
  arbitrary
• 6:28
  goal,
• 6:28
  but
• 6:28
  I
• 6:28
  was
• 6:28
  like
• 6:29
  doing
• 6:29
  my
• 6:29
  little
• 6:29
  math
• 6:30
  scribble
• 6:30
  system
• 6:30
  like
• 6:30
  the
• 6:31
  key
• 6:31
  micro
• 6:31
  retainer
• 6:32
  client.
• 6:32
  You
• 6:32
  know,
• 6:32
  how
• 6:33
  many
• 6:33
  of
• 6:33
  these
• 6:33
  new
• 6:33
  offers
• 6:34
  do
• 6:34
  I
• 6:34
  need
• 6:34
  to
• 6:34
  sell?
• 6:34
  I
• 6:35
  need
• 6:35
  to
• 6:35
  sell
• 6:35
  4.5
• 6:36
  and
• 6:36
  then
• 6:36
  I'll
• 6:36
  hit
• 6:37
  my
• 6:37
  goal
• 6:38
  of
• 6:38
  reaching
• 6:39
  100k
• 6:39
  this
• 6:40
  year,
• 6:40
  which
• 6:41
  will
• 6:41
  be
• 6:41
  exciting
• 6:42
  because
• 6:42
  the
• 6:43
  first
• 6:43
  pattern
• 6:44
  will
• 6:44
  ever
• 6:44
  make
• 6:44
  a
• 6:44
  hundred
• 6:44
  k
• 6:45
  in
• 6:45
  my
• 6:45
  entire
• 6:45
  life
• 6:46
  in
• 6:46
  one
• 6:46
  year.
• 6:47
  Because
• 6:47
  that
• 6:47
  has.
• 6:50
  Yeah,
• 6:50
  I'm
• 6:51
  definitely
• 6:51
  joining
• 6:51
  Rachel's
• 6:52
  program.
• 6:53
  One
• 6:53
  two
• 6:54
  is.
• 6:54
  It's
• 6:54
  gonna
• 6:55
  be
• 6:55
  like,
• 6:55
  I
• 6:55
  know
• 6:56
  because
• 6:58
  you
• 6:58
  are
• 6:59
  a
• 6:59
  smaller
• 6:59
  creator.
• 7:00
  Course
• 7:00
  creator
• 7:01
  at
• 7:01
  this
• 7:01
  point.
• 7:02
  I
• 7:02
  know
• 7:02
  I'm
• 7:02
  gonna
• 7:03
  get
• 7:03
  all
• 7:03
  the
• 7:03
  attention
• 7:04
  and
• 7:04
  I
• 7:04
  know
• 7:04
  Rachel,
• 7:05
  it's
• 7:06
  not
• 7:06
  gonna
• 7:06
  let
• 7:07
  me
• 7:07
  walk
• 7:07
  away
• 7:08
  without
• 7:08
  something
• 7:09
  fully
• 7:09
  built
• 7:10
  out
• 7:10
  and
• 7:11
  working.
• 7:12
  And
• 7:12
  like
• 7:12
  I
• 7:12
  have
• 7:13
  that
• 7:13
  trust
• 7:13
  in
• 7:13
  you.
• 7:14
  Where
• 7:14
  when
• 7:15
  I
• 7:15
  was
• 7:15
  looking
• 7:15
  at
• 7:16
  this
• 7:16
  other
• 7:16
  program
• 7:17
  I
• 7:17
  I
• 7:17
  looked
• 7:18
  at
• 7:18
  her
• 7:18
  program
• 7:18
  and
• 7:18
  I
• 7:18
  was
• 7:18
  like,
• 7:19
  nope,
• 7:19
  I'd
• 7:20
  rather
• 7:20
  work
• 7:20
  with
• 7:21
  Rachel
• 7:21
  one
• 7:21
  on
• 7:22
  one
• 7:22
  to
• 7:22
  help
• 7:22
  me
• 7:22
  do
• 7:23
  that.
• 7:24
  Everybody's
• 7:24
  feedback
• 7:25
  has
• 7:25
  been
• 7:25
  is
• 7:26
  that
• 7:26
  I
• 7:27
  won
• 7:27
  the
• 7:27
  level
• 7:27
  of
• 7:28
  support
• 7:28
  in
• 7:28
  mine.
• 7:29
  I
• 7:29
  think
• 7:29
  it's
• 7:29
  her
• 7:30
  secondary
• 7:30
  tier
• 7:31
  of
• 7:31
  like
• 7:32
  upsell.
• 7:32
  It
• 7:33
  is
• 7:33
  the
• 7:34
  same
• 7:34
  that
• 7:34
  you're
• 7:34
  getting
• 7:34
  in
• 7:34
  mind
• 7:35
  kind
• 7:35
  of
• 7:35
  things.
• 7:35
  Yeah.
• 7:36
  So
• 7:36
  definitely
• 7:36
  like
• 7:36
  more
• 7:37
  hands
• 7:37
  on
• 7:37
  and
• 7:38
  it's
• 7:38
  like
• 7:38
  more.
• 7:38
  It's
• 7:39
  less
• 7:39
  about
• 7:41
  sales
• 7:42
  in
• 7:42
  the
• 7:42
  sense
• 7:42
  because
• 7:43
  people's
• 7:43
  email
• 7:43
  lists
• 7:44
  can
• 7:44
  do
• 7:44
  things
• 7:45
  beyond
• 7:45
  just
• 7:46
  generate
• 7:46
  sales
• 7:47
  sales.
• 7:47
  It
• 7:47
  can
• 7:47
  help
• 7:47
  them
• 7:48
  like
• 7:48
  hack
• 7:48
  the
• 7:48
  algorithm.
• 7:49
  So
• 7:49
  if
• 7:49
  you're
• 7:49
  a
• 7:49
  content
• 7:50
  creator
• 7:50
  and
• 7:51
  your
• 7:51
  reach
• 7:51
  is
• 7:51
  low,
• 7:52
  like
• 7:52
  getting
• 7:53
  your
• 7:53
  content
• 7:54
  in
• 7:54
  front
• 7:54
  of
• 7:54
  your
• 7:54
  people
• 7:55
  on
• 7:55
  the
• 7:55
  email
• 7:55
  side
• 7:56
  of
• 7:56
  things
• 7:56
  can
• 7:56
  help
• 7:56
  you
• 7:57
  like
• 7:57
  bypass
• 7:58
  that
• 7:58
  stuff.
• 7:58
  It
• 7:59
  can
• 7:59
  help
• 7:59
  you
• 7:59
  nurture
• 8:00
  like
• 8:00
  high
• 8:01
  ticket
• 8:01
  leads.
• 8:02
  And
• 8:02
  it's
• 8:02
  less
• 8:02
  about
• 8:03
  like
• 8:03
  passive
• 8:03
  sales
• 8:04
  than
• 8:04
  it
• 8:04
  is
• 8:04
  about
• 8:05
  like
• 8:05
  intentionality
• 8:06
  in
• 8:07
  the
• 8:07
  longevity
• 8:08
  of
• 8:08
  your
• 8:08
  business.
• 8:08
  Like
• 8:09
  how
• 8:09
  much
• 8:09
  work
• 8:09
  do
• 8:10
  you
• 8:10
  actually
• 8:10
  want
• 8:11
  to
• 8:11
  do
• 8:12
  in
• 8:13
  creating
• 8:13
  content
• 8:14
  to
• 8:14
  make
• 8:14
  lead
• 8:15
  generation
• 8:16
  easy
• 8:16
  when
• 8:17
  you
• 8:17
  can
• 8:17
  reverse
• 8:18
  engineer
• 8:19
  effortless,
• 8:20
  like
• 8:21
  nurturing
• 8:22
  on
• 8:22
  another
• 8:22
  side.
• 8:23
  So
• 8:23
  everybody
• 8:24
  keeps
• 8:24
  telling
• 8:24
  me
• 8:24
  that
• 8:25
  they're
• 8:25
  like,
• 8:25
  we
• 8:25
  hear
• 8:26
  you
• 8:26
  talk
• 8:26
  about
• 8:26
  these
• 8:27
  things
• 8:27
  and
• 8:27
  we
• 8:27
  hear
• 8:28
  your
• 8:28
  vibe
• 8:28
  and
• 8:28
  your
• 8:29
  energy
• 8:29
  and
• 8:29
  like
• 8:29
  the
• 8:30
  way
• 8:30
  that
• 8:30
  you're
• 8:31
  so
• 8:31
  passionate
• 8:31
  about
• 8:32
  it
• 8:32
  and
• 8:32
  the
• 8:32
  level
• 8:32
  of
• 8:33
  support
• 8:33
  is
• 8:34
  like
• 8:35
  significantly
• 8:37
  more
• 8:37
  hands
• 8:37
  on
• 8:38
  and
• 8:39
  like
• 8:39
  for
• 8:39
  a
• 8:39
  no
• 8:40
  brainer
• 8:40
  price
• 8:40
  is
• 8:41
  what
• 8:41
  I
• 8:41
  would
• 8:41
  think.
• 8:41
  Yeah,
• 8:41
  no,
• 8:42
  it
• 8:42
  really
• 8:43
  is
• 8:44
  what
• 8:44
  you're
• 8:45
  like,
• 8:45
  one
• 8:45
  on
• 8:46
  one
• 8:46
  offer
• 8:46
  was
• 8:47
  at
• 8:47
  this
• 8:47
  price
• 8:48
  point.
• 8:48
  But
• 8:48
  then
• 8:48
  you're
• 8:49
  also
• 8:49
  actually
• 8:49
  helping
• 8:50
  us
• 8:50
  get
• 8:50
  it
• 8:50
  done
• 8:51
  too.
• 8:51
  Yeah.
• 8:52
  And
• 8:52
  that's
• 8:52
  the
• 8:52
  thing
• 8:52
  that's
• 8:52
  like
• 8:53
  literally.
• 8:55
  Yeah.
• 8:55
  I
• 8:55
  have
• 8:56
  so
• 8:56
  many
• 8:56
  people
• 8:56
  where
• 8:56
  I'll
• 8:57
  do
• 8:57
  this
• 8:58
  privately
• 8:58
  with
• 8:58
  them
• 8:59
  and
• 8:59
  I
• 8:59
  will
• 8:59
  give
• 9:00
  them
• 9:00
  the
• 9:01
  strategy
• 9:01
  and
• 9:01
  the
• 9:02
  outlines.
• 9:03
  And
• 9:03
  because
• 9:04
  it's
• 9:04
  a
• 9:04
  one
• 9:05
  kind
• 9:05
  of
• 9:05
  co
• 9:06
  call
• 9:06
  situation,
• 9:07
  it's
• 9:08
  up
• 9:08
  to
• 9:08
  them
• 9:08
  to
• 9:08
  implement.
• 9:09
  And
• 9:09
  that's
• 9:10
  the
• 9:10
  biggest
• 9:10
  downfall
• 9:11
  is
• 9:11
  I
• 9:11
  know
• 9:11
  I
• 9:12
  need
• 9:12
  this,
• 9:12
  I
• 9:12
  know
• 9:12
  I
• 9:13
  need
• 9:13
  to
• 9:13
  get
• 9:13
  it
• 9:13
  done
• 9:13
  and
• 9:14
  then,
• 9:15
  oh,
• 9:16
  it
• 9:16
  doesn't
• 9:16
  happen.
• 9:17
  So
• 9:17
  the
• 9:17
  accountability
• 9:18
  that's
• 9:18
  built
• 9:19
  out
• 9:19
  into
• 9:19
  it
• 9:19
  is
• 9:19
  very
• 9:20
  intentional
• 9:20
  too.
• 9:21
  That's
• 9:21
  like,
• 9:21
  no,
• 9:21
  girl,
• 9:21
  we're
• 9:21
  getting
• 9:22
  it
• 9:22
  done.
• 9:23
  Yeah,
• 9:23
  yeah.
• 9:24
  No,
• 9:24
  because
• 9:24
  I've
• 9:24
  been
• 9:24
  like,
• 9:25
  think
• 9:25
  I've
• 9:25
  been
• 9:25
  tell
• 9:26
  every
• 9:26
  time
• 9:26
  we
• 9:26
  get
• 9:26
  off
• 9:26
  the
• 9:26
  call,
• 9:26
  I'm
• 9:27
  like,
• 9:27
  I
• 9:27
  need
• 9:27
  to
• 9:27
  go
• 9:27
  to
• 9:27
  a
• 9:27
  call
• 9:27
  with
• 9:28
  you,
• 9:28
  Rachel,
• 9:28
  because
• 9:28
  I
• 9:29
  have
• 9:29
  like
• 9:29
  new
• 9:29
  alpha
• 9:30
  that
• 9:30
  I
• 9:30
  need
• 9:30
  to
• 9:30
  build
• 9:31
  a
• 9:31
  funnel
• 9:31
  for.
• 9:32
  And
• 9:33
  I've
• 9:33
  been
• 9:33
  dancing
• 9:34
  around
• 9:34
  it
• 9:34
  because
• 9:35
  I
• 9:35
  know
• 9:35
  that
• 9:35
  too.
• 9:36
  Like,
• 9:36
  sometimes
• 9:36
  just
• 9:37
  getting
• 9:37
  it
• 9:37
  done
• 9:37
  is
• 9:38
  the
• 9:38
  struggle.
• 9:38
  But
• 9:38
  this
• 9:39
  accountability
• 9:39
  piece,
• 9:40
  game
• 9:40
  changer
• 9:40
  for
• 9:40
  me.
• 9:41
  Rats.
• 9:42
  I'm
• 9:42
  so
• 9:42
  excited.
• 9:44
  We're
• 9:45
  gonna
• 9:45
  have
• 9:45
  to
• 9:45
  pull
• 9:45
  up
• 9:45
  this
• 9:45
  episode,
• 9:46
  I
• 9:46
  think
• 9:46
  in
• 9:46
  our
• 9:47
  schedule
• 9:47
  so
• 9:47
  that
• 9:47
  it's
• 9:50
  gonna
• 9:50
  be
• 9:50
  out
• 9:51
  and
• 9:51
  all.
• 9:51
  You
• 9:51
  can
• 9:52
  hear
• 9:52
  what
• 9:52
  we
• 9:52
  just
• 9:52
  talked
• 9:52
  about.
• 9:53
  But
• 9:53
  I'm
• 9:54
  very
• 9:54
  excited
• 9:55
  and
• 9:55
  slash
• 9:56
  proud
• 9:56
  of
• 9:57
  you.
• 9:57
  And
• 9:57
  really
• 9:58
  I
• 9:58
  needed
• 9:58
  to
• 9:58
  go
• 9:58
  into
• 9:59
  next
• 9:59
  year
• 10:00
  with
• 10:00
  a
• 10:01
  kind
• 10:01
  of
• 10:01
  more
• 10:01
  structured
• 10:02
  and
• 10:03
  grounded
• 10:04
  approach.
• 10:04
  I'm
• 10:05
  still
• 10:05
  on
• 10:05
  that
• 10:05
  very
• 10:06
  like,
• 10:06
  energetics
• 10:07
  of
• 10:08
  business
• 10:08
  right
• 10:08
  now.
• 10:09
  And
• 10:09
  even
• 10:09
  you
• 10:09
  can
• 10:10
  tell
• 10:10
  today.
• 10:10
  I'm
• 10:10
  sitting
• 10:11
  today
• 10:11
  because
• 10:12
  I've
• 10:12
  been
• 10:12
  editing
• 10:12
  our
• 10:13
  podcast.
• 10:13
  I'm
• 10:14
  like,
• 10:14
  why
• 10:14
  can't
• 10:15
  I
• 10:15
  finish?
• 10:15
  Like
• 10:16
  complete
• 10:16
  thoughts.
• 10:17
  Why
• 10:17
  am
• 10:17
  I
• 10:18
  place?
• 10:18
  I'm
• 10:19
  like,
• 10:19
  maybe
• 10:19
  I
• 10:19
  need
• 10:20
  to
• 10:20
  ground
• 10:21
  My
• 10:21
  energy
• 10:21
  down
• 10:22
  a
• 10:22
  little
• 10:22
  bit.
• 10:23
  I
• 10:23
  had
• 10:23
  read
• 10:24
  that
• 10:24
  stand
• 10:25
  up
• 10:25
  when
• 10:25
  you
• 10:25
  do
• 10:25
  your
• 10:25
  podcast
• 10:26
  because
• 10:26
  it
• 10:26
  makes
• 10:26
  your
• 10:26
  voice
• 10:27
  sound
• 10:27
  brighter
• 10:28
  and
• 10:28
  more
• 10:28
  alive.
• 10:28
  But
• 10:29
  it's
• 10:29
  like,
• 10:29
  I
• 10:29
  don't
• 10:29
  think
• 10:29
  I
• 10:29
  need
• 10:30
  to
• 10:30
  be
• 10:30
  brighter
• 10:30
  and
• 10:30
  more
• 10:30
  alive.
• 10:31
  I
• 10:31
  need
• 10:31
  to
• 10:31
  ground
• 10:31
  it
• 10:32
  down
• 10:32
  out.
• 10:33
  So
• 10:33
  I
• 10:33
  think
• 10:34
  that's
• 10:34
  a
• 10:34
  perfect
• 10:34
  segue
• 10:35
  of
• 10:35
  this
• 10:35
  kind
• 10:36
  of
• 10:36
  rules
• 10:36
  or
• 10:37
  business.
• 10:37
  Things
• 10:37
  that
• 10:38
  were
• 10:38
  narratives
• 10:38
  that
• 10:39
  we're
• 10:39
  told
• 10:39
  to
• 10:39
  follow
• 10:40
  and
• 10:40
  trying
• 10:41
  it
• 10:41
  out
• 10:41
  and
• 10:41
  experimenting
• 10:42
  with
• 10:43
  it.
• 10:43
  And
• 10:43
  the
• 10:44
  topic
• 10:44
  we're
• 10:44
  going
• 10:44
  to
• 10:44
  be
• 10:44
  talking
• 10:45
  about
• 10:45
  is
• 10:45
  Black
• 10:45
  Friday.
• 10:46
  I
• 10:46
  haven't
• 10:47
  heard
• 10:47
  a
• 10:47
  lot
• 10:47
  of,
• 10:47
  like,
• 10:47
  rumblings
• 10:48
  around
• 10:48
  it
• 10:49
  yet.
• 10:50
  It's
• 10:51
  coming
• 10:51
  up.
• 10:51
  I
• 10:52
  hear
• 10:53
  some
• 10:53
  messaging
• 10:54
  of
• 10:54
  being
• 10:55
  like,
• 10:55
  we're
• 10:55
  priming
• 10:56
  Black
• 10:56
  Friday
• 10:57
  offers
• 10:57
  or
• 10:58
  get
• 10:59
  your
• 10:59
  audience
• 10:59
  ready.
• 11:00
  And
• 11:00
  I'm
• 11:01
  sitting
• 11:01
  there
• 11:01
  just
• 11:02
  rolling
• 11:02
  my
• 11:02
  eyes.
• 11:04
  Cause
• 11:04
  I'm
• 11:04
  like,
• 11:04
  okay,
• 11:05
  go
• 11:05
  ahead.
• 11:06
  Yeah,
• 11:06
  yeah.
• 11:07
  So,
• 11:07
  like,
• 11:07
  full
• 11:07
  disclosure,
• 11:09
  I
• 11:09
  have
• 11:09
  a
• 11:10
  little
• 11:10
  PTSD
• 11:10
  around
• 11:11
  Black
• 11:11
  Friday,
• 11:11
  because
• 11:12
  if
• 11:12
  you
• 11:12
  didn't
• 11:12
  know
• 11:12
  this,
• 11:13
  I
• 11:13
  worked
• 11:13
  in
• 11:13
  the
• 11:13
  re
• 11:14
  Clothing
• 11:14
  retail
• 11:15
  space
• 11:16
  for
• 11:18
  basically
• 11:18
  since
• 11:19
  I
• 11:19
  could
• 11:19
  work.
• 11:19
  I
• 11:20
  got
• 11:20
  my
• 11:20
  first
• 11:21
  job
• 11:21
  at
• 11:21
  the
• 11:21
  Gap
• 11:21
  when
• 11:21
  I
• 11:22
  was
• 11:22
  16.
• 11:23
  I
• 11:23
  left
• 11:23
  retail
• 11:24
  when
• 11:25
  I
• 11:25
  was,
• 11:26
  what,
• 11:26
  35.
• 11:28
  So
• 11:29
  I
• 11:29
  spent,
• 11:30
  what,
• 11:30
  20
• 11:30
  years
• 11:31
  in
• 11:32
  retail,
• 11:32
  and
• 11:32
  I
• 11:32
  did
• 11:33
  20
• 11:33
  Black
• 11:33
  Friday.
• 11:37
  And
• 11:39
  I
• 11:39
  think
• 11:39
  I
• 11:39
  even
• 11:39
  did
• 11:39
  it
• 11:40
  the
• 11:40
  first
• 11:40
  year
• 11:40
  that
• 11:41
  I
• 11:41
  left.
• 11:42
  Like,
• 11:42
  I
• 11:42
  had
• 11:42
  officially
• 11:42
  quit
• 11:43
  Athleta,
• 11:43
  but
• 11:43
  it
• 11:43
  was
• 11:43
  still
• 11:44
  there.
• 11:45
  Get
• 11:45
  my
• 11:45
  discount,
• 11:45
  because
• 11:46
  their
• 11:46
  discount
• 11:46
  is
• 11:46
  pretty
• 11:46
  sweet.
• 11:47
  I
• 11:47
  did
• 11:47
  another
• 11:48
  one,
• 11:48
  and
• 11:48
  I
• 11:49
  think
• 11:49
  last
• 11:49
  year
• 11:49
  was
• 11:49
  the
• 11:50
  first
• 11:50
  time
• 11:50
  that
• 11:50
  I
• 11:50
  hadn't.
• 11:51
  I
• 11:51
  was
• 11:51
  off
• 11:51
  on
• 11:51
  Black
• 11:52
  Friday,
• 11:52
  and
• 11:52
  my
• 11:52
  daughter
• 11:53
  wanted
• 11:53
  to
• 11:53
  go
• 11:53
  to
• 11:53
  the
• 11:53
  mall
• 11:54
  because
• 11:54
  we
• 11:54
  never
• 11:55
  get
• 11:55
  to
• 11:55
  go
• 11:55
  Black
• 11:55
  Friday
• 11:55
  shopping
• 11:56
  in
• 11:56
  London.
• 11:57
  Good
• 11:57
  Black
• 11:57
  Friday.
• 11:57
  So
• 11:58
  I'm
• 11:58
  going
• 11:58
  to
• 11:58
  bring
• 11:58
  a
• 11:59
  view
• 11:59
  from.
• 11:59
  From
• 11:59
  a.
• 12:00
  From
• 12:00
  working
• 12:00
  in
• 12:01
  Black
• 12:01
  Friday,
• 12:01
  like,
• 12:01
  boots
• 12:02
  on
• 12:02
  the
• 12:02
  ground.
• 12:02
  Like,
• 12:03
  what
• 12:03
  we
• 12:03
  saw,
• 12:04
  what
• 12:04
  we
• 12:04
  learned,
• 12:05
  like,
• 12:05
  the
• 12:05
  different
• 12:06
  stages
• 12:06
  that
• 12:07
  Black
• 12:07
  Friday
• 12:07
  went.
• 12:08
  And
• 12:08
  then
• 12:09
  I've
• 12:09
  also
• 12:09
  had
• 12:10
  clients
• 12:10
  that
• 12:11
  have
• 12:11
  done
• 12:12
  launches
• 12:12
  for
• 12:13
  Black
• 12:13
  Friday.
• 12:14
  And
• 12:15
  then
• 12:15
  Rachel's
• 12:15
  going
• 12:15
  to
• 12:15
  bring
• 12:16
  her,
• 12:16
  like,
• 12:16
  marketing
• 12:17
  side
• 12:17
  of
• 12:17
  things,
• 12:17
  too,
• 12:18
  which
• 12:18
  she
• 12:19
  said
• 12:19
  something
• 12:19
  in
• 12:19
  her
• 12:19
  last
• 12:20
  episode.
• 12:20
  I
• 12:20
  was
• 12:20
  like,
• 12:20
  you
• 12:20
  need
• 12:21
  to
• 12:21
  make.
• 12:21
  A
• 12:21
  reel
• 12:21
  about
• 12:22
  that.
• 12:22
  And
• 12:22
  it
• 12:22
  was
• 12:22
  like,
• 12:22
  do
• 12:22
  you.
• 12:23
  You
• 12:23
  want.
• 12:23
  It
• 12:24
  was
• 12:24
  like,
• 12:24
  do
• 12:24
  you
• 12:24
  have
• 12:24
  the
• 12:24
  energy
• 12:25
  or
• 12:25
  something
• 12:25
  like
• 12:25
  that
• 12:26
  to
• 12:26
  compete?
• 12:27
  Like
• 12:27
  helping
• 12:28
  a
• 12:28
  client
• 12:28
  try
• 12:28
  to
• 12:28
  decide
• 12:29
  if
• 12:29
  this
• 12:29
  is
• 12:29
  for
• 12:29
  them?
• 12:30
  Yeah,
• 12:31
  yeah.
• 12:31
  That's
• 12:32
  always.
• 12:32
  I
• 12:32
  always
• 12:32
  approach
• 12:32
  it
• 12:33
  from
• 12:33
  an
• 12:33
  energetic
• 12:33
  perspective
• 12:34
  because
• 12:35
  there's
• 12:36
  three
• 12:36
  things
• 12:36
  that
• 12:36
  I
• 12:37
  talk
• 12:37
  about
• 12:37
  with
• 12:37
  my
• 12:37
  clients.
• 12:38
  I'm
• 12:38
  like,
• 12:38
  one,
• 12:39
  do
• 12:39
  you
• 12:39
  even
• 12:39
  want
• 12:39
  to
• 12:40
  discount
• 12:41
  anything
• 12:42
  that
• 12:42
  you
• 12:42
  have?
• 12:43
  Is
• 12:43
  that
• 12:43
  something
• 12:43
  that
• 12:44
  is
• 12:44
  even
• 12:44
  a
• 12:45
  desire?
• 12:45
  Or
• 12:46
  do
• 12:46
  we
• 12:46
  just
• 12:46
  feel
• 12:46
  like
• 12:46
  we're
• 12:47
  doing
• 12:47
  it
• 12:47
  because
• 12:48
  it
• 12:48
  needs
• 12:48
  to
• 12:48
  be
• 12:48
  enticing
• 12:49
  for
• 12:49
  this
• 12:50
  big,
• 12:50
  like,
• 12:51
  national
• 12:51
  promotion
• 12:52
  day?
• 12:53
  Yeah,
• 12:53
  and
• 12:54
  then
• 12:54
  two
• 12:54
  is
• 12:55
  what
• 12:55
  is
• 12:55
  the
• 12:55
  energy
• 12:56
  that
• 12:56
  you
• 12:56
  have?
• 12:56
  As
• 12:57
  we
• 12:57
  approach
• 12:57
  the
• 12:57
  year
• 12:58
  or
• 12:58
  the
• 12:58
  end
• 12:58
  of
• 12:58
  the
• 12:58
  year,
• 12:59
  a
• 12:59
  lot
• 12:59
  of
• 12:59
  people
• 12:59
  start
• 13:00
  to
• 13:00
  be
• 13:00
  like,
• 13:00
  I'm
• 13:01
  burned
• 13:01
  out,
• 13:01
  I'm
• 13:02
  drained,
• 13:02
  or
• 13:02
  I'm
• 13:03
  ready
• 13:03
  for
• 13:03
  the
• 13:03
  holidays.
• 13:04
  And
• 13:04
  they
• 13:05
  don't
• 13:05
  really
• 13:05
  have
• 13:05
  this
• 13:06
  kind
• 13:06
  of
• 13:06
  like
• 13:06
  last
• 13:08
  push
• 13:08
  in
• 13:09
  them.
• 13:09
  And
• 13:09
  I
• 13:09
  say
• 13:10
  honor
• 13:11
  because
• 13:12
  ultimately
• 13:13
  what
• 13:13
  you
• 13:13
  are
• 13:13
  doing
• 13:14
  is
• 13:14
  competing
• 13:15
  with
• 13:15
  the
• 13:16
  big
• 13:16
  box
• 13:16
  retailers
• 13:17
  and
• 13:19
  those
• 13:19
  retailers,
• 13:20
  like
• 13:20
  what
• 13:20
  you
• 13:20
  had
• 13:20
  said,
• 13:21
  like
• 13:21
  in
• 13:21
  your
• 13:22
  experience,
• 13:23
  the
• 13:23
  amount
• 13:24
  of
• 13:24
  effort
• 13:25
  that
• 13:25
  goes
• 13:26
  into
• 13:27
  one
• 13:28
  store's
• 13:30
  promotion
• 13:31
  and
• 13:32
  not
• 13:32
  even
• 13:33
  to
• 13:33
  mention
• 13:33
  the
• 13:33
  online
• 13:34
  space
• 13:34
  on
• 13:34
  top
• 13:35
  of
• 13:35
  that,
• 13:36
  you
• 13:36
  are
• 13:36
  literally
• 13:37
  competing
• 13:38
  with
• 13:38
  that.
• 13:38
  And
• 13:39
  it's
• 13:39
  let
• 13:39
  the
• 13:39
  big
• 13:40
  guys
• 13:40
  have
• 13:40
  their
• 13:40
  day,
• 13:41
  whatever.
• 13:41
  Be
• 13:41
  strategic
• 13:42
  in
• 13:42
  when
• 13:43
  you
• 13:43
  want
• 13:44
  to
• 13:44
  push
• 13:44
  this
• 13:44
  out.
• 13:45
  Don't
• 13:45
  just
• 13:45
  do
• 13:45
  things
• 13:46
  because
• 13:47
  people
• 13:47
  on
• 13:47
  the
• 13:47
  Internet
• 13:48
  tell
• 13:48
  you
• 13:48
  to
• 13:48
  do
• 13:48
  things.
• 13:48
  That's
• 13:49
  my
• 13:49
  biggest
• 13:49
  mantra
• 13:50
  for
• 13:50
  the
• 13:50
  year
• 13:50
  is
• 13:50
  like,
• 13:51
  I
• 13:52
  want.
• 13:52
  Okay,
• 13:53
  so
• 13:53
  we're
• 13:53
  going
• 13:54
  to
• 13:54
  go
• 13:54
  deeper
• 13:54
  into
• 13:54
  each
• 13:54
  one
• 13:54
  of
• 13:55
  these
• 13:55
  because
• 13:55
  I
• 13:55
  want
• 13:55
  to
• 13:55
  go
• 13:55
  back
• 13:55
  home.
• 13:56
  But
• 13:56
  which
• 13:56
  are
• 13:56
  third?
• 13:56
  You
• 13:56
  said
• 13:57
  there's
• 13:57
  three
• 13:57
  things.
• 13:57
  Oh,
• 13:58
  so
• 13:58
  discount
• 13:59
  energy
• 13:59
  and
• 13:59
  then
• 13:59
  competition.
• 14:00
  So
• 14:01
  do
• 14:01
  you
• 14:01
  want
• 14:01
  a
• 14:02
  discount?
• 14:02
  Do
• 14:02
  you
• 14:03
  have
• 14:03
  the
• 14:03
  energy
• 14:03
  and
• 14:04
  why
• 14:04
  do
• 14:05
  you
• 14:05
  want
• 14:05
  to
• 14:05
  be
• 14:05
  battling
• 14:06
  these
• 14:06
  competition
• 14:07
  people?
• 14:09
  Yeah.
• 14:09
  So
• 14:10
  I
• 14:10
  think
• 14:10
  let's
• 14:11
  dig
• 14:11
  into
• 14:12
  discounting
• 14:14
  and
• 14:14
  what
• 14:14
  that
• 14:14
  look
• 14:14
  like,
• 14:15
  what
• 14:15
  that
• 14:15
  looks
• 14:15
  like,
• 14:15
  and
• 14:16
  what
• 14:16
  I've
• 14:16
  seen
• 14:16
  that
• 14:16
  it
• 14:17
  can
• 14:17
  do
• 14:17
  to
• 14:17
  your
• 14:17
  business.
• 14:18
  So
• 14:18
  from
• 14:20
  like
• 14:20
  this
• 14:20
  like
• 14:21
  retail
• 14:21
  perspective,
• 14:22
  guess
• 14:23
  what
• 14:23
  you
• 14:23
  want
• 14:23
  to
• 14:23
  watch
• 14:24
  to
• 14:24
  avoid.
• 14:25
  I
• 14:25
  feel
• 14:25
  like
• 14:25
  with
• 14:25
  discounting
• 14:27
  is
• 14:27
  you
• 14:28
  don't
• 14:28
  want
• 14:28
  to
• 14:28
  be
• 14:28
  trait
• 14:29
  one
• 14:30
  if
• 14:30
  you're
• 14:30
  doing
• 14:30
  one
• 14:30
  on
• 14:31
  one.
• 14:31
  My
• 14:31
  first
• 14:32
  thought
• 14:32
  about
• 14:32
  this
• 14:32
  is
• 14:32
  like,
• 14:33
  if
• 14:33
  you're
• 14:33
  doing
• 14:33
  one
• 14:33
  on
• 14:33
  one
• 14:34
  services,
• 14:35
  do
• 14:35
  not
• 14:36
  discount
• 14:38
  your
• 14:38
  time.
• 14:39
  Do
• 14:40
  not
• 14:40
  discount
• 14:40
  it.
• 14:40
  I
• 14:41
  think
• 14:41
  maybe
• 14:42
  a
• 14:42
  way
• 14:42
  around
• 14:42
  this
• 14:42
  if
• 14:43
  you
• 14:43
  want
• 14:43
  to
• 14:43
  do
• 14:44
  something.
• 14:44
  If
• 14:44
  you
• 14:44
  ultimately
• 14:45
  go
• 14:45
  through
• 14:45
  these
• 14:45
  three
• 14:45
  questions
• 14:46
  and
• 14:46
  you
• 14:46
  decide
• 14:46
  it,
• 14:46
  like
• 14:48
  maybe
• 14:48
  there's
• 14:48
  a
• 14:48
  bonus
• 14:49
  or
• 14:49
  something
• 14:49
  that
• 14:49
  you
• 14:50
  can
• 14:50
  add
• 14:50
  in.
• 14:50
  But
• 14:51
  I
• 14:51
  think
• 14:51
  discounting
• 14:52
  your
• 14:52
  time,
• 14:53
  it's
• 14:53
  not
• 14:54
  gonna
• 14:54
  be
• 14:54
  worth
• 14:55
  it.
• 14:56
  But
• 14:56
  also
• 14:56
  it's
• 14:57
  like
• 14:57
  you
• 14:57
  do
• 14:57
  not
• 14:57
  want
• 14:58
  to
• 14:58
  train
• 14:58
  your
• 14:58
  customers
• 14:59
  to
• 15:01
  wait
• 15:01
  for
• 15:01
  a
• 15:01
  promotion.
• 15:02
  Wait
• 15:02
  for
• 15:02
  a
• 15:02
  promotion.
• 15:03
  And
• 15:03
  I
• 15:04
  will
• 15:04
  say
• 15:04
  this
• 15:04
  from,
• 15:04
  I
• 15:05
  feel
• 15:05
  like
• 15:05
  this
• 15:05
  is
• 15:05
  like
• 15:05
  public
• 15:06
  knowledge,
• 15:06
  but
• 15:06
  like
• 15:07
  you
• 15:07
  don't
• 15:07
  want
• 15:07
  to
• 15:08
  be
• 15:08
  a
• 15:08
  Banana
• 15:08
  Republic.
• 15:08
  Like
• 15:09
  I
• 15:09
  worked
• 15:09
  for
• 15:09
  Gapping
• 15:10
  for
• 15:10
  years
• 15:11
  and
• 15:11
  Banana
• 15:11
  Republic
• 15:12
  went
• 15:12
  through
• 15:13
  some
• 15:13
  really,
• 15:13
  really
• 15:13
  hard
• 15:13
  times.
• 15:14
  I
• 15:14
  feel
• 15:14
  like
• 15:14
  they're
• 15:14
  making
• 15:15
  a
• 15:15
  comeback
• 15:15
  now
• 15:16
  because
• 15:17
  there
• 15:18
  was
• 15:18
  this
• 15:18
  like
• 15:18
  higher
• 15:18
  end
• 15:19
  retail
• 15:19
  store,
• 15:20
  but
• 15:20
  to
• 15:21
  drive
• 15:21
  sales
• 15:22
  and
• 15:22
  compete
• 15:22
  against
• 15:22
  like
• 15:23
  fast
• 15:23
  fashion
• 15:23
  companies
• 15:24
  like
• 15:24
  Forever
• 15:24
  21
• 15:25
  and
• 15:25
  that
• 15:25
  sort
• 15:25
  of
• 15:25
  thing
• 15:26
  when
• 15:26
  like
• 15:26
  the
• 15:26
  early
• 15:27
  2000s,
• 15:27
  like
• 15:28
  they
• 15:28
  started
• 15:28
  offering
• 15:29
  discounts
• 15:30
  for
• 15:30
  like
• 15:30
  their
• 15:31
  higher
• 15:31
  end
• 15:31
  merchandise
• 15:32
  and
• 15:33
  then
• 15:33
  Their
• 15:33
  customers
• 15:34
  only
• 15:34
  started
• 15:34
  shopping
• 15:35
  when
• 15:35
  there's
• 15:35
  a
• 15:35
  discount.
• 15:36
  So
• 15:36
  there's
• 15:36
  like
• 15:36
  stores
• 15:37
  that
• 15:37
  you
• 15:37
  walk
• 15:37
  into.
• 15:38
  Where
• 15:38
  were
• 15:38
  we
• 15:38
  the
• 15:38
  other
• 15:38
  day?
• 15:39
  It's
• 15:39
  like
• 15:39
  Hobby
• 15:39
  Lobby
• 15:40
  where
• 15:40
  everything's
• 15:41
  like
• 15:41
  40%
• 15:41
  off.
• 15:42
  Now
• 15:42
  they
• 15:42
  just
• 15:42
  like
• 15:43
  market
• 15:43
  like
• 15:44
  it's
• 15:44
  like,
• 15:44
  what,
• 15:44
  this
• 15:44
  is
• 15:44
  not
• 15:44
  worth
• 15:45
  $50,
• 15:45
  but
• 15:45
  it's
• 15:46
  50%
• 15:46
  off.
• 15:46
  So
• 15:47
  it's
• 15:47
  only
• 15:47
  like
• 15:47
  25,
• 15:47
  not
• 15:48
  50
• 15:48
  bucks.
• 15:48
  Yeah,
• 15:48
  it's
• 15:49
  like
• 15:50
  because
• 15:50
  they've
• 15:50
  trained
• 15:51
  their
• 15:51
  customers
• 15:51
  to
• 15:51
  only
• 15:52
  shot
• 15:52
  when
• 15:52
  there's
• 15:52
  a
• 15:52
  discount
• 15:53
  and
• 15:53
  you
• 15:53
  do
• 15:54
  not
• 15:54
  want
• 15:54
  to
• 15:54
  do
• 15:54
  that
• 15:55
  with
• 15:55
  your
• 15:56
  customers
• 15:57
  as
• 15:57
  well.
• 15:58
  So
• 15:58
  I
• 15:58
  guess
• 15:58
  I
• 15:59
  want
• 15:59
  to
• 15:59
  hear
• 15:59
  from
• 15:59
  your
• 15:59
  perspective,
• 16:00
  like
• 16:00
  I
• 16:00
  said,
• 16:00
  like
• 16:00
  you
• 16:00
  can
• 16:01
  offer
• 16:01
  bonuses.
• 16:01
  Like,
• 16:01
  are
• 16:02
  there
• 16:02
  any
• 16:02
  other
• 16:02
  like
• 16:02
  tactics
• 16:03
  besides
• 16:04
  offering
• 16:05
  discounts
• 16:06
  that
• 16:06
  you've,
• 16:07
  you
• 16:07
  know,
• 16:07
  used
• 16:08
  in
• 16:08
  your
• 16:08
  clients
• 16:08
  launch
• 16:09
  strategies
• 16:09
  that's
• 16:10
  worked.
• 16:10
  Yeah.
• 16:11
  So
• 16:11
  for
• 16:12
  past
• 16:12
  like
• 16:12
  Black
• 16:13
  Friday
• 16:14
  campaigns,
• 16:15
  there's
• 16:15
  always
• 16:15
  two
• 16:16
  rules.
• 16:16
  One,
• 16:17
  don't
• 16:17
  ever
• 16:17
  introduce
• 16:18
  a
• 16:19
  new
• 16:19
  offering
• 16:20
  during
• 16:20
  Black
• 16:20
  Friday.
• 16:21
  And
• 16:22
  then
• 16:22
  two,
• 16:23
  don't
• 16:23
  discount
• 16:24
  something
• 16:24
  that's
• 16:25
  like,
• 16:26
  I
• 16:26
  guess
• 16:26
  what
• 16:26
  people
• 16:26
  wouldn't
• 16:27
  would
• 16:27
  consider
• 16:28
  like
• 16:28
  an
• 16:28
  active
• 16:28
  off.
• 16:29
  Like
• 16:29
  you
• 16:29
  had
• 16:29
  said,
• 16:29
  like
• 16:30
  one
• 16:30
  on
• 16:30
  one
• 16:30
  calls
• 16:31
  or
• 16:31
  thing
• 16:32
  that
• 16:32
  actually
• 16:32
  take
• 16:33
  like
• 16:33
  your
• 16:33
  energy.
• 16:34
  So
• 16:35
  things
• 16:35
  that
• 16:35
  are
• 16:35
  passive
• 16:36
  or
• 16:36
  maybe
• 16:36
  you're
• 16:37
  doing
• 16:37
  some
• 16:37
  type
• 16:37
  of
• 16:38
  hiring
• 16:38
  a
• 16:38
  program,
• 16:39
  something
• 16:39
  along
• 16:39
  those
• 16:40
  ends.
• 16:40
  Like
• 16:41
  of
• 16:41
  course,
• 16:41
  like
• 16:41
  maybe
• 16:42
  then
• 16:42
  it's
• 16:43
  the
• 16:43
  right
• 16:43
  time.
• 16:44
  But
• 16:44
  I
• 16:44
  still
• 16:44
  think
• 16:45
  like
• 16:45
  it
• 16:45
  deserves
• 16:46
  its
• 16:46
  own
• 16:46
  spot
• 16:47
  bought
• 16:48
  outside
• 16:48
  of
• 16:48
  the
• 16:48
  Black
• 16:49
  Friday
• 16:49
  shadows.
• 16:50
  And
• 16:51
  so
• 16:51
  those
• 16:51
  are
• 16:51
  definitely
• 16:52
  like
• 16:52
  my
• 16:52
  two
• 16:52
  rules
• 16:53
  is
• 16:53
  never
• 16:53
  ever
• 16:54
  introduce
• 16:54
  new
• 16:55
  ones,
• 16:55
  new
• 16:56
  offerings
• 16:56
  and
• 16:57
  then
• 16:57
  always
• 16:57
  try
• 16:57
  to
• 16:57
  do
• 16:58
  as
• 16:58
  much
• 16:58
  passive
• 16:59
  as
• 16:59
  possible
• 16:59
  and
• 16:59
  never
• 17:00
  try
• 17:00
  to
• 17:00
  discount
• 17:01
  your
• 17:01
  own
• 17:02
  active
• 17:02
  time.
• 17:03
  Because
• 17:03
  like
• 17:03
  you
• 17:03
  said,
• 17:03
  it
• 17:04
  is
• 17:04
  so
• 17:05
  hard
• 17:05
  to
• 17:05
  reverse
• 17:06
  the
• 17:07
  trained
• 17:07
  behavior
• 17:08
  of
• 17:08
  waiting
• 17:08
  for
• 17:09
  a
• 17:09
  discount.
• 17:10
  Like
• 17:10
  for
• 17:10
  your
• 17:11
  clients
• 17:11
  to
• 17:11
  be
• 17:11
  like
• 17:12
  waiting
• 17:12
  for
• 17:12
  that
• 17:12
  discount
• 17:13
  because
• 17:13
  it's,
• 17:13
  it's
• 17:13
  in
• 17:14
  great.
• 17:14
  That's
• 17:14
  why
• 17:14
  promotions
• 17:15
  and
• 17:15
  samples
• 17:16
  and
• 17:16
  freebies
• 17:17
  and
• 17:17
  things
• 17:17
  like
• 17:17
  that
• 17:17
  are
• 17:18
  so
• 17:18
  like
• 17:20
  good
• 17:20
  that
• 17:20
  people
• 17:21
  approach
• 17:21
  them
• 17:21
  more
• 17:22
  because
• 17:22
  like
• 17:23
  it's
• 17:23
  that
• 17:24
  law
• 17:24
  of
• 17:24
  reciprocity.
• 17:25
  Right.
• 17:25
  But
• 17:26
  I
• 17:26
  just
• 17:27
  don't,
• 17:27
  I
• 17:27
  don't
• 17:27
  think,
• 17:27
  I
• 17:28
  don't
• 17:28
  want
• 17:28
  to
• 17:28
  believe
• 17:28
  in
• 17:29
  discounting
• 17:30
  one
• 17:31
  on
• 17:31
  ones
• 17:31
  and
• 17:32
  like
• 17:32
  active
• 17:33
  time.
• 17:33
  Yeah,
• 17:34
  yeah,
• 17:34
  for
• 17:34
  sure.
• 17:35
  I
• 17:35
  think
• 17:35
  another
• 17:35
  like
• 17:36
  kind
• 17:36
  of
• 17:36
  good
• 17:36
  idea
• 17:36
  is
• 17:37
  like
• 17:37
  you
• 17:37
  can
• 17:37
  like
• 17:37
  bundle
• 17:38
  if
• 17:38
  you
• 17:38
  do
• 17:38
  have
• 17:39
  products
• 17:39
  like
• 17:39
  bundling
• 17:41
  so
• 17:41
  that
• 17:41
  they're
• 17:42
  like
• 17:42
  a
• 17:42
  shared
• 17:43
  value
• 17:43
  where
• 17:43
  they're
• 17:43
  like
• 17:44
  not
• 17:44
  discounting.
• 17:44
  But
• 17:45
  my
• 17:45
  clients
• 17:45
  have
• 17:45
  seen
• 17:46
  the
• 17:46
  same
• 17:46
  success
• 17:46
  when
• 17:46
  it's
• 17:47
  bundling
• 17:47
  things
• 17:48
  together
• 17:49
  and
• 17:49
  that
• 17:49
  sort
• 17:50
  of
• 17:50
  thing.
• 17:50
  I
• 17:50
  did
• 17:50
  have
• 17:50
  a
• 17:51
  client
• 17:51
  introduce
• 17:51
  a
• 17:51
  new
• 17:51
  offer,
• 17:52
  but
• 17:53
  this
• 17:53
  was
• 17:53
  something,
• 17:54
  it
• 17:54
  was
• 17:54
  a
• 17:55
  masterclass
• 17:55
  that
• 17:55
  she
• 17:56
  had
• 17:56
  done
• 17:56
  before.
• 17:58
  And
• 17:58
  it
• 17:58
  did
• 17:58
  really,
• 17:58
  it
• 17:59
  did
• 17:59
  well.
• 17:59
  But
• 17:59
  we
• 17:59
  don't
• 18:00
  have
• 18:00
  anything
• 18:00
  to
• 18:00
  bear
• 18:00
  against
• 18:01
  because
• 18:01
  that's
• 18:01
  the
• 18:01
  only
• 18:02
  time
• 18:02
  she's
• 18:02
  ever
• 18:02
  launched
• 18:02
  that
• 18:03
  offer.
• 18:03
  So
• 18:03
  we
• 18:03
  don't
• 18:04
  know
• 18:04
  if
• 18:04
  we
• 18:04
  could
• 18:04
  have,
• 18:04
  if
• 18:04
  we
• 18:05
  would
• 18:05
  have
• 18:05
  done
• 18:05
  it
• 18:05
  at
• 18:05
  a
• 18:05
  later
• 18:06
  time.
• 18:06
  But
• 18:06
  you
• 18:07
  also
• 18:07
  think
• 18:07
  about
• 18:08
  like
• 18:08
  where
• 18:08
  your
• 18:08
  customer
• 18:09
  is
• 18:09
  at
• 18:09
  that
• 18:10
  time.
• 18:10
  Like
• 18:11
  your
• 18:11
  ideal
• 18:11
  customer
• 18:12
  are
• 18:12
  they.
• 18:13
  If
• 18:13
  they're
• 18:13
  a
• 18:13
  mom
• 18:13
  and
• 18:14
  they're
• 18:14
  spending
• 18:14
  or
• 18:14
  their
• 18:15
  kids
• 18:15
  are
• 18:15
  out
• 18:15
  of
• 18:15
  school,
• 18:15
  they've
• 18:16
  just
• 18:16
  done
• 18:16
  Thanksgiving,
• 18:17
  they're
• 18:17
  going
• 18:18
  to
• 18:18
  be
• 18:18
  distracted
• 18:18
  and
• 18:18
  they're
• 18:18
  not
• 18:19
  going
• 18:19
  to
• 18:19
  be
• 18:19
  online
• 18:19
  much
• 18:20
  or
• 18:20
  they're
• 18:20
  going
• 18:21
  to
• 18:21
  be
• 18:21
  at
• 18:21
  the.
• 18:22
  Is
• 18:22
  your
• 18:22
  ideal
• 18:22
  customer
• 18:23
  someone
• 18:23
  that
• 18:23
  Black
• 18:23
  Friday
• 18:23
  shop?
• 18:24
  Because
• 18:24
  they're
• 18:25
  not
• 18:25
  going
• 18:25
  to
• 18:25
  be
• 18:25
  hearing
• 18:25
  you.
• 18:25
  So
• 18:26
  I
• 18:26
  think
• 18:26
  it's
• 18:26
  just
• 18:26
  so
• 18:27
  much.
• 18:27
  And
• 18:27
  like
• 18:28
  Rachel
• 18:28
  and
• 18:28
  I
• 18:28
  both,
• 18:28
  like,
• 18:29
  we
• 18:29
  don't
• 18:29
  really
• 18:29
  believe
• 18:30
  in
• 18:30
  cookie
• 18:30
  cutters
• 18:31
  and
• 18:31
  it's
• 18:31
  all
• 18:31
  about
• 18:31
  saying
• 18:31
  what's
• 18:32
  right
• 18:32
  for
• 18:32
  your
• 18:32
  business.
• 18:32
  But
• 18:32
  like
• 18:33
  thinking
• 18:33
  about
• 18:34
  who
• 18:34
  your
• 18:34
  ideal
• 18:34
  client
• 18:34
  is,
• 18:35
  what
• 18:35
  they're
• 18:35
  going
• 18:35
  to
• 18:35
  be
• 18:35
  doing
• 18:36
  at
• 18:36
  that
• 18:36
  time.
• 18:37
  Would
• 18:37
  this
• 18:37
  even
• 18:37
  be
• 18:38
  appealing
• 18:38
  for
• 18:38
  them?
• 18:40
  I
• 18:40
  know
• 18:40
  for
• 18:40
  we're
• 18:40
  working
• 18:41
  in
• 18:41
  a
• 18:41
  retail
• 18:41
  space
• 18:42
  for
• 18:42
  Black
• 18:42
  Friday
• 18:42
  in
• 18:43
  particularly
• 18:44
  the
• 18:45
  people
• 18:45
  that
• 18:45
  are
• 18:46
  shopping
• 18:46
  in
• 18:46
  the
• 18:46
  mall
• 18:46
  on
• 18:46
  Black
• 18:47
  Friday,
• 18:47
  they're
• 18:47
  not
• 18:48
  Christmas
• 18:48
  shopping
• 18:48
  yet.
• 18:49
  They
• 18:49
  are
• 18:50
  shopping.
• 18:51
  So
• 18:52
  like
• 18:52
  the
• 18:52
  Christmas
• 18:52
  shopping
• 18:53
  doesn't
• 18:53
  really
• 18:53
  begin
• 18:53
  until
• 18:54
  maybe
• 18:54
  like
• 18:54
  the
• 18:54
  second
• 18:54
  week
• 18:55
  of
• 18:55
  December.
• 18:56
  But
• 18:56
  most
• 18:56
  people
• 18:56
  that
• 18:57
  we
• 18:57
  would
• 18:57
  see
• 18:57
  in
• 18:57
  Black
• 18:58
  Friday
• 18:58
  are
• 18:58
  shopping
• 18:58
  for
• 18:59
  themselves
• 18:59
  or
• 18:59
  looking
• 18:59
  for
• 19:00
  a
• 19:00
  deal.
• 19:00
  They're
• 19:00
  doing
• 19:01
  that
• 19:01
  thing.
• 19:01
  There's
• 19:02
  very
• 19:02
  few
• 19:02
  of
• 19:02
  them,
• 19:03
  maybe
• 19:03
  like
• 19:03
  the
• 19:03
  kind
• 19:03
  of
• 19:04
  like
• 19:04
  boomer
• 19:04
  generation
• 19:05
  that
• 19:05
  are
• 19:05
  actually
• 19:05
  Christmas
• 19:06
  shopping,
• 19:06
  but
• 19:06
  most
• 19:07
  of
• 19:07
  like
• 19:07
  millennials
• 19:08
  and
• 19:08
  like
• 19:08
  the,
• 19:08
  the
• 19:09
  Gen
• 19:09
  Zers.
• 19:10
  Are
• 19:10
  they
• 19:12
  Gen
• 19:12
  Zers,
• 19:12
  Gen
• 19:13
  Z,
• 19:14
  they
• 19:14
  are
• 19:15
  self
• 19:15
  shopping
• 19:16
  for.
• 19:17
  So
• 19:17
  I
• 19:17
  think
• 19:17
  it's
• 19:18
  just
• 19:18
  all
• 19:18
  about
• 19:18
  thinking
• 19:18
  about
• 19:19
  your
• 19:19
  ideal
• 19:19
  customer
• 19:20
  and
• 19:20
  what
• 19:20
  they're
• 19:20
  going
• 19:21
  to
• 19:21
  be
• 19:21
  and
• 19:21
  is
• 19:21
  this
• 19:21
  offer
• 19:22
  going
• 19:22
  to
• 19:22
  be
• 19:22
  appealing
• 19:23
  to
• 19:23
  them
• 19:24
  at
• 19:24
  that
• 19:24
  time?
• 19:26
  Yeah,
• 19:26
  totally.
• 19:27
  I
• 19:27
  completely
• 19:27
  agree.
• 19:27
  It's
• 19:28
  awareness
• 19:28
  into
• 19:28
  your
• 19:29
  ideal
• 19:29
  client
• 19:30
  and
• 19:30
  acknowledging
• 19:31
  are
• 19:31
  they.
• 19:31
  I
• 19:32
  always
• 19:32
  tell
• 19:32
  my
• 19:32
  list
• 19:33
  or
• 19:33
  I
• 19:33
  tell
• 19:33
  my
• 19:34
  email
• 19:34
  subscribers
• 19:34
  this.
• 19:35
  I'm
• 19:35
  like,
• 19:36
  you'll
• 19:36
  never
• 19:36
  catch
• 19:36
  me
• 19:37
  emailing
• 19:37
  you
• 19:37
  on
• 19:37
  a
• 19:38
  weekend
• 19:38
  because
• 19:38
  I
• 19:39
  know
• 19:40
  my
• 19:40
  ideal
• 19:40
  client
• 19:41
  is
• 19:41
  not
• 19:41
  sitting
• 19:42
  there
• 19:42
  reading
• 19:43
  through
• 19:43
  business
• 19:43
  emails
• 19:44
  on
• 19:44
  a
• 19:44
  week.
• 19:45
  No.
• 19:46
  So
• 19:46
  always
• 19:46
  understand
• 19:48
  the
• 19:48
  actual
• 19:48
  behaviors
• 19:49
  of
• 19:49
  your
• 19:50
  ideal
• 19:50
  client
• 19:50
  because
• 19:51
  that's
• 19:51
  gonna
• 19:51
  kind
• 19:51
  of
• 19:51
  make
• 19:52
  this
• 19:52
  decision
• 19:52
  more
• 19:54
  solidified
• 19:54
  to
• 19:54
  be
• 19:55
  like,
• 19:55
  do
• 19:55
  they
• 19:55
  have
• 19:56
  budget
• 19:56
  for
• 19:56
  this?
• 19:56
  Or
• 19:57
  even
• 19:57
  if
• 19:57
  your
• 19:57
  product
• 19:58
  is
• 19:58
  something
• 19:58
  a
• 19:58
  little
• 19:58
  bit
• 19:59
  more
• 19:59
  like
• 19:59
  emotional
• 20:00
  or
• 20:00
  like
• 20:01
  serious,
• 20:02
  is
• 20:02
  this
• 20:02
  what
• 20:02
  they
• 20:02
  want
• 20:03
  to
• 20:03
  spend
• 20:03
  their
• 20:03
  money
• 20:03
  on
• 20:03
  right
• 20:04
  now?
• 20:04
  Or
• 20:04
  do
• 20:04
  they
• 20:04
  want
• 20:04
  to
• 20:04
  buy
• 20:04
  something
• 20:05
  fun
• 20:05
  and
• 20:06
  light
• 20:06
  or
• 20:06
  whatever?
• 20:07
  So
• 20:08
  just
• 20:08
  like
• 20:08
  really
• 20:09
  being
• 20:09
  honest
• 20:10
  about
• 20:10
  that
• 20:11
  is
• 20:11
  key
• 20:11
  to
• 20:12
  making
• 20:12
  this
• 20:13
  decision
• 20:13
  as
• 20:14
  informed
• 20:14
  as
• 20:14
  possible.
• 20:15
  To
• 20:15
  skip
• 20:15
  Black
• 20:15
  Friday.
• 20:16
  Yep,
• 20:17
  for
• 20:17
  sure.
• 20:17
  I
• 20:18
  definitely
• 20:18
  agree.
• 20:19
  All
• 20:19
  right,
• 20:19
  so
• 20:19
  energy
• 20:20
  availability
• 20:21
  and
• 20:22
  like
• 20:22
  we
• 20:22
  said,
• 20:22
  I'll
• 20:23
  tell
• 20:23
  you
• 20:23
  from
• 20:24
  a
• 20:24
  what's
• 20:25
  in
• 20:25
  the
• 20:25
  ground
• 20:25
  perspective.
• 20:26
  We
• 20:26
  start
• 20:26
  planning.
• 20:27
  Black
• 20:28
  corporate
• 20:28
  probably
• 20:28
  starts
• 20:28
  planning
• 20:29
  Black
• 20:29
  Friday
• 20:29
  like
• 20:30
  the
• 20:30
  day
• 20:30
  after
• 20:30
  Black
• 20:30
  Friday
• 20:31
  the
• 20:31
  year
• 20:31
  prior.
• 20:32
  But
• 20:33
  in
• 20:33
  stores
• 20:34
  we
• 20:34
  would
• 20:34
  act
• 20:34
  well
• 20:35
  actively
• 20:35
  start
• 20:35
  like
• 20:36
  our
• 20:36
  ramp
• 20:36
  up
• 20:36
  and
• 20:37
  planning
• 20:38
  in
• 20:38
  August.
• 20:39
  So
• 20:39
  like
• 20:39
  from
• 20:40
  August
• 20:40
  to
• 20:41
  November
• 20:41
  we
• 20:42
  are
• 20:43
  hiring
• 20:44
  and
• 20:45
  we
• 20:45
  are
• 20:45
  resetting
• 20:46
  the
• 20:46
  stores
• 20:47
  and
• 20:47
  we
• 20:47
  are
• 20:47
  training
• 20:48
  and
• 20:48
  we
• 20:49
  are
• 20:49
  looking
• 20:50
  at
• 20:50
  our
• 20:50
  forecast
• 20:51
  from
• 20:51
  last
• 20:51
  year
• 20:52
  and
• 20:52
  making
• 20:52
  sure
• 20:52
  that
• 20:52
  we
• 20:52
  have
• 20:52
  the
• 20:53
  right
• 20:53
  amount
• 20:53
  of
• 20:53
  people.
• 20:53
  So
• 20:54
  it's.
• 20:54
  There
• 20:54
  is
• 20:54
  so
• 20:55
  much
• 20:55
  energy
• 20:55
  and
• 20:56
  so
• 20:56
  much
• 20:57
  pressure
• 20:58
  that
• 20:59
  these
• 20:59
  big
• 20:59
  corporations
• 21:00
  and
• 21:00
  money
• 21:01
  that
• 21:01
  these
• 21:02
  big
• 21:02
  corporations
• 21:02
  put
• 21:03
  behind
• 21:03
  this
• 21:04
  and
• 21:04
  I'm
• 21:04
  sure
• 21:05
  even
• 21:05
  like
• 21:05
  ad
• 21:06
  spend
• 21:06
  probably
• 21:07
  is
• 21:07
  crazy
• 21:08
  and
• 21:08
  trying
• 21:08
  to
• 21:09
  even
• 21:09
  get
• 21:09
  your,
• 21:09
  the
• 21:10
  amount
• 21:10
  of
• 21:10
  money
• 21:10
  you'd
• 21:10
  have
• 21:11
  to
• 21:11
  spend
• 21:11
  to
• 21:11
  get
• 21:11
  your
• 21:11
  ads
• 21:12
  hit
• 21:13
  during
• 21:13
  that
• 21:13
  time
• 21:14
  is
• 21:14
  probably
• 21:15
  crazy.
• 21:16
  So
• 21:16
  I
• 21:16
  just
• 21:16
  think
• 21:17
  from
• 21:18
  that's
• 21:19
  the
• 21:19
  energy
• 21:19
  and
• 21:19
  the
• 21:19
  bigger
• 21:20
  life,
• 21:20
  like,
• 21:20
  like
• 21:21
  intense
• 21:22
  crazy
• 21:22
  training.
• 21:24
  I
• 21:24
  like
• 21:24
  as
• 21:25
  much
• 21:25
  as
• 21:25
  I
• 21:25
  say
• 21:25
  ptsd,
• 21:26
  I
• 21:26
  like,
• 21:26
  I
• 21:26
  love
• 21:27
  it
• 21:27
  because
• 21:27
  I
• 21:27
  love
• 21:27
  like
• 21:28
  planning
• 21:28
  like
• 21:28
  it
• 21:28
  was
• 21:29
  like
• 21:29
  planning
• 21:29
  a
• 21:29
  giant
• 21:30
  launch
• 21:30
  every
• 21:30
  year
• 21:31
  and
• 21:31
  like
• 21:31
  making
• 21:31
  sure
• 21:32
  and
• 21:32
  like
• 21:32
  the
• 21:32
  day
• 21:32
  when
• 21:33
  you
• 21:33
  get
• 21:33
  to
• 21:33
  see
• 21:33
  it
• 21:33
  like
• 21:34
  finally
• 21:34
  like
• 21:34
  orchestrate
• 21:35
  together
• 21:36
  was
• 21:37
  just
• 21:37
  really
• 21:37
  fun
• 21:38
  for
• 21:38
  me
• 21:38
  when
• 21:38
  you
• 21:38
  see
• 21:39
  it
• 21:39
  come
• 21:39
  to
• 21:39
  life.
• 21:40
  But
• 21:41
  yeah.
• 21:41
  So
• 21:42
  I
• 21:42
  feel
• 21:42
  like
• 21:42
  do
• 21:42
  you
• 21:43
  have
• 21:43
  that
• 21:43
  amount
• 21:43
  like
• 21:43
  exactly
• 21:44
  what
• 21:44
  you
• 21:44
  said,
• 21:44
  do
• 21:44
  you
• 21:44
  have
• 21:44
  that
• 21:45
  amount
• 21:45
  of
• 21:45
  energy
• 21:45
  to
• 21:46
  compete
• 21:46
  against
• 21:47
  that
• 21:48
  kind
• 21:49
  of
• 21:49
  thing?
• 21:50
  Yeah.
• 21:50
  And
• 21:50
  I
• 21:50
  think
• 21:51
  it
• 21:51
  goes
• 21:51
  back
• 21:52
  to
• 21:52
  our
• 21:52
  conversation
• 21:53
  of
• 21:54
  capacity
• 21:55
  but
• 21:55
  also
• 21:55
  acknowledging
• 21:56
  that
• 21:57
  when
• 21:58
  these
• 21:58
  bigger
• 21:59
  businesses
• 21:59
  are
• 22:00
  telling
• 22:00
  you
• 22:00
  let
• 22:01
  me
• 22:01
  teach
• 22:01
  you
• 22:02
  my
• 22:02
  or
• 22:03
  not
• 22:03
  big
• 22:03
  businesses.
• 22:03
  Because
• 22:04
  I
• 22:04
  want
• 22:04
  to
• 22:04
  make
• 22:04
  sure
• 22:04
  we're
• 22:05
  like
• 22:05
  talking
• 22:05
  about
• 22:05
  Black
• 22:06
  Friday
• 22:06
  in
• 22:06
  a
• 22:06
  way
• 22:06
  that
• 22:07
  online
• 22:07
  marketers
• 22:08
  and
• 22:08
  then
• 22:09
  retailers.
• 22:11
  So
• 22:11
  when
• 22:11
  these
• 22:11
  online
• 22:12
  retailers
• 22:12
  are
• 22:13
  like
• 22:13
  steal
• 22:13
  my
• 22:13
  Black
• 22:14
  Friday
• 22:14
  promotion
• 22:15
  plan
• 22:15
  and
• 22:16
  my
• 22:16
  this
• 22:16
  one
• 22:17
  got
• 22:17
  me
• 22:17
  a
• 22:17
  hundred
• 22:17
  thousand
• 22:18
  dollars.
• 22:18
  And
• 22:19
  that
• 22:19
  when
• 22:19
  you're
• 22:19
  buying
• 22:19
  this,
• 22:20
  you're
• 22:20
  acknowledging
• 22:21
  like
• 22:21
  the
• 22:21
  big
• 22:22
  retailers,
• 22:22
  they
• 22:23
  have
• 22:24
  a
• 22:24
  whole
• 22:24
  campaign
• 22:25
  team,
• 22:25
  a
• 22:25
  bunch
• 22:26
  of
• 22:26
  project
• 22:26
  managers,
• 22:27
  they're
• 22:27
  doing
• 22:27
  ad
• 22:28
  spend,
• 22:28
  market
• 22:29
  research,
• 22:30
  all
• 22:30
  of
• 22:30
  these
• 22:30
  things
• 22:31
  to
• 22:31
  then
• 22:32
  reach
• 22:32
  that
• 22:32
  space
• 22:33
  of
• 22:34
  $100,000
• 22:35
  or
• 22:36
  whatever
• 22:36
  from
• 22:36
  their
• 22:36
  like
• 22:37
  sale.
• 22:38
  And
• 22:38
  so
• 22:38
  making
• 22:39
  sure
• 22:39
  that
• 22:39
  you're
• 22:40
  not
• 22:40
  like
• 22:40
  feeling
• 22:40
  the
• 22:41
  FOMO
• 22:41
  of
• 22:42
  everybody
• 22:43
  else
• 22:43
  is
• 22:43
  going
• 22:43
  to
• 22:44
  do
• 22:44
  it
• 22:44
  and
• 22:44
  actually
• 22:45
  like
• 22:45
  honoring
• 22:46
  this
• 22:46
  is
• 22:46
  a
• 22:47
  rest
• 22:47
  period
• 22:47
  for
• 22:48
  me
• 22:48
  and
• 22:49
  really
• 22:49
  respecting
• 22:50
  that
• 22:51
  part
• 22:51
  of
• 22:52
  your
• 22:52
  like
• 22:52
  seasonal
• 22:53
  business
• 22:53
  because
• 22:54
  it's
• 22:55
  so
• 22:55
  easy
• 22:56
  to
• 22:56
  get
• 22:56
  caught
• 22:56
  up
• 22:57
  and
• 22:57
  be
• 22:57
  like,
• 22:57
  oh,
• 22:58
  I
• 22:58
  should
• 22:59
  do
• 22:59
  this.
• 23:00
  And
• 23:01
  I
• 23:01
  don't
• 23:01
  know
• 23:01
  if
• 23:01
  we
• 23:02
  should
• 23:02
  get
• 23:02
  caught
• 23:02
  up
• 23:02
  in
• 23:02
  the
• 23:03
  shoulds
• 23:03
  of
• 23:03
  business
• 23:04
  instead
• 23:05
  of
• 23:05
  actually
• 23:05
  and
• 23:06
  we
• 23:06
  should
• 23:06
  actually
• 23:06
  acknowledge
• 23:08
  how
• 23:08
  does
• 23:08
  this
• 23:08
  feel?
• 23:09
  Do
• 23:09
  I
• 23:09
  even
• 23:10
  want
• 23:10
  to
• 23:10
  do
• 23:11
  this.
• 23:11
  Instead
• 23:12
  of.
• 23:12
  It's
• 23:12
  remembering
• 23:13
  why
• 23:13
  for
• 23:13
  me,
• 23:14
  it's
• 23:14
  remembering
• 23:14
  why
• 23:15
  I
• 23:15
  even
• 23:15
  started
• 23:15
  this
• 23:16
  in
• 23:16
  the
• 23:16
  first
• 23:16
  place.
• 23:17
  Like
• 23:17
  I.
• 23:17
  One
• 23:18
  of
• 23:18
  the
• 23:18
  main
• 23:18
  drivers
• 23:19
  from
• 23:19
  starting
• 23:19
  my
• 23:20
  business
• 23:20
  was
• 23:20
  I
• 23:21
  had
• 23:21
  worked
• 23:21
  in
• 23:21
  the
• 23:21
  retail
• 23:22
  space
• 23:22
  all
• 23:23
  my
• 23:23
  life
• 23:23
  and
• 23:24
  I
• 23:24
  had,
• 23:25
  you
• 23:25
  know,
• 23:25
  there
• 23:25
  were
• 23:25
  points
• 23:26
  where
• 23:26
  Black
• 23:26
  Friday
• 23:27
  started
• 23:27
  on
• 23:27
  Thanksgiving.
• 23:28
  Like
• 23:28
  now
• 23:28
  Black
• 23:29
  Friday
• 23:29
  and
• 23:29
  I
• 23:29
  would
• 23:29
  have
• 23:29
  to
• 23:30
  go
• 23:30
  Thanksgiving
• 23:31
  and
• 23:31
  now
• 23:31
  Black
• 23:31
  Friday
• 23:31
  starts
• 23:32
  like
• 23:32
  the
• 23:32
  beginning
• 23:33
  of
• 23:33
  November
• 23:33
  and
• 23:34
  stuff
• 23:34
  like
• 23:34
  that.
• 23:34
  But
• 23:35
  it's
• 23:35
  like
• 23:35
  I
• 23:35
  had
• 23:36
  missed
• 23:36
  so
• 23:36
  many
• 23:36
  of
• 23:37
  like
• 23:37
  my
• 23:37
  kids
• 23:37
  are
• 23:38
  out
• 23:38
  that
• 23:38
  week
• 23:38
  of
• 23:39
  Black
• 23:39
  Friday.
• 23:39
  Like
• 23:40
  I
• 23:41
  intentionally
• 23:41
  started
• 23:41
  this
• 23:42
  business
• 23:43
  to
• 23:43
  be
• 23:43
  able
• 23:43
  to
• 23:44
  give
• 23:44
  them
• 23:44
  my
• 23:44
  attention
• 23:45
  when
• 23:45
  they're
• 23:45
  out
• 23:45
  of
• 23:46
  school.
• 23:46
  So
• 23:47
  it's.
• 23:47
  I
• 23:48
  do
• 23:48
  not
• 23:48
  want
• 23:48
  to,
• 23:49
  you
• 23:49
  know,
• 23:50
  sign
• 23:50
  up
• 23:50
  for
• 23:51
  that.
• 23:51
  And
• 23:51
  when
• 23:51
  a
• 23:51
  client,
• 23:52
  when
• 23:52
  a
• 23:52
  client
• 23:53
  comes
• 23:53
  to
• 23:53
  me
• 23:53
  and
• 23:53
  is
• 23:53
  like,
• 23:53
  I
• 23:53
  want
• 23:54
  to
• 23:54
  do
• 23:54
  a
• 23:54
  Black
• 23:54
  Friday
• 23:54
  sale,
• 23:55
  I'm
• 23:55
  not
• 23:55
  going
• 23:55
  to
• 23:55
  say
• 23:55
  now
• 23:55
  because
• 23:55
  that's
• 23:56
  what
• 23:56
  they
• 23:56
  want
• 23:56
  to
• 23:56
  do
• 23:56
  with.
• 23:56
  They
• 23:57
  want
• 23:57
  to.
• 23:57
  But
• 23:58
  there
• 23:58
  is
• 23:59
  a
• 23:59
  very
• 23:59
  intentional
• 24:00
  plan
• 24:00
  about
• 24:00
  we're
• 24:01
  going
• 24:01
  to
• 24:01
  have
• 24:01
  all
• 24:01
  of
• 24:01
  this
• 24:01
  wrapped
• 24:02
  up
• 24:02
  before
• 24:02
  this
• 24:03
  week
• 24:03
  because
• 24:04
  during
• 24:04
  the
• 24:04
  holiday
• 24:04
  we're
• 24:05
  not
• 24:05
  going
• 24:05
  to
• 24:05
  have
• 24:05
  to
• 24:06
  do
• 24:06
  that.
• 24:06
  You
• 24:06
  know,
• 24:06
  I've
• 24:07
  launched
• 24:07
  with
• 24:07
  my
• 24:07
  clients.
• 24:07
  They
• 24:07
  finished,
• 24:08
  you
• 24:09
  know,
• 24:09
  their
• 24:09
  launch
• 24:09
  plan
• 24:09
  and
• 24:10
  everything's
• 24:10
  set
• 24:10
  up
• 24:11
  and
• 24:11
  ready
• 24:11
  to
• 24:11
  go
• 24:11
  and
• 24:11
  automated
• 24:12
  to
• 24:13
  go
• 24:13
  off.
• 24:13
  And
• 24:13
  we're
• 24:14
  just
• 24:14
  checking
• 24:14
  in
• 24:14
  on
• 24:15
  it
• 24:15
  a
• 24:15
  little
• 24:15
  bit
• 24:15
  at
• 24:15
  a
• 24:15
  time.
• 24:16
  It's
• 24:16
  like
• 24:16
  they
• 24:17
  had
• 24:17
  the
• 24:17
  team
• 24:17
  to
• 24:17
  support
• 24:18
  that
• 24:19
  everything
• 24:19
  was
• 24:19
  gonna
• 24:20
  get
• 24:20
  finished
• 24:20
  and
• 24:20
  they
• 24:20
  weren't
• 24:21
  Thanksgiving
• 24:22
  night
• 24:22
  writing
• 24:23
  emails
• 24:23
  to
• 24:25
  go
• 24:25
  out.
• 24:25
  I'm
• 24:26
  an
• 24:26
  international
• 24:27
  audience.
• 24:28
  Maybe
• 24:28
  it's
• 24:28
  still.
• 24:28
  But
• 24:29
  still
• 24:29
  you're
• 24:29
  going
• 24:29
  up
• 24:30
  against
• 24:30
  so
• 24:30
  much
• 24:31
  big
• 24:31
  energy
• 24:32
  that
• 24:32
  day.
• 24:32
  That's
• 24:33
  probably
• 24:33
  just
• 24:33
  a
• 24:33
  time
• 24:34
  to
• 24:34
  lock
• 24:34
  it
• 24:34
  off
• 24:35
  and
• 24:35
  don't
• 24:35
  worry
• 24:36
  about
• 24:36
  it.
• 24:37
  Yeah.
• 24:37
  And
• 24:37
  I
• 24:37
  think
• 24:37
  it's
• 24:38
  real
• 24:38
  to
• 24:38
  acknowledge
• 24:39
  the
• 24:39
  fact
• 24:39
  if
• 24:40
  you
• 24:40
  do
• 24:40
  have
• 24:41
  a
• 24:41
  promotional
• 24:42
  sale
• 24:42
  on
• 24:43
  Black
• 24:43
  Friday
• 24:43
  and
• 24:44
  maybe
• 24:44
  let's
• 24:44
  say
• 24:45
  you
• 24:45
  make
• 24:46
  400,
• 24:46
  $500
• 24:47
  if
• 24:47
  it's
• 24:48
  low
• 24:48
  ticket,
• 24:49
  like
• 24:49
  we
• 24:50
  can
• 24:50
  acknowledge
• 24:51
  that
• 24:51
  like
• 24:51
  sure,
• 24:51
  that's
• 24:52
  beautiful
• 24:52
  that
• 24:52
  you
• 24:53
  made
• 24:53
  that
• 24:53
  right.
• 24:54
  It's
• 24:54
  hard
• 24:54
  as
• 24:55
  a
• 24:55
  business
• 24:55
  owner
• 24:56
  to
• 24:56
  turn
• 24:56
  away
• 24:57
  opportunities
• 24:58
  to
• 24:58
  make
• 24:58
  money.
• 25:00
  But
• 25:00
  I
• 25:00
  think
• 25:01
  making
• 25:01
  sure
• 25:02
  that
• 25:02
  you're
• 25:02
  not
• 25:02
  costing
• 25:03
  yourself
• 25:04
  non
• 25:05
  monetary
• 25:06
  damages
• 25:07
  through
• 25:08
  like
• 25:08
  burnout
• 25:09
  and
• 25:09
  wasted
• 25:10
  your
• 25:10
  own
• 25:11
  personal
• 25:11
  hours.
• 25:11
  Because
• 25:12
  if
• 25:12
  you're
• 25:12
  calculating
• 25:13
  how
• 25:13
  much
• 25:13
  time
• 25:13
  it
• 25:14
  takes
• 25:14
  you
• 25:14
  to
• 25:15
  build
• 25:16
  this
• 25:16
  promotional
• 25:16
  campaign
• 25:17
  out,
• 25:18
  like
• 25:18
  set
• 25:18
  it
• 25:18
  up
• 25:18
  and
• 25:19
  launch
• 25:19
  it
• 25:19
  and
• 25:20
  like
• 25:20
  maybe
• 25:20
  have
• 25:20
  your
• 25:21
  VA
• 25:21
  help,
• 25:22
  is
• 25:22
  it
• 25:23
  equal
• 25:23
  or
• 25:24
  less
• 25:24
  than
• 25:25
  the
• 25:25
  $500
• 25:26
  you
• 25:26
  might
• 25:26
  actually
• 25:27
  be
• 25:28
  returning
• 25:29
  on
• 25:29
  that
• 25:30
  like
• 25:30
  time
• 25:30
  money.
• 25:31
  So
• 25:32
  I
• 25:32
  think
• 25:32
  that's
• 25:32
  also
• 25:33
  like
• 25:33
  it's
• 25:33
  real
• 25:34
  to
• 25:34
  be
• 25:34
  like
• 25:34
  I
• 25:34
  made
• 25:34
  500
• 25:35
  last
• 25:35
  year.
• 25:36
  But
• 25:36
  it's
• 25:36
  like.
• 25:36
  But
• 25:36
  how
• 25:37
  much
• 25:37
  energy
• 25:38
  and
• 25:38
  like
• 25:38
  of
• 25:38
  your
• 25:38
  own
• 25:39
  time,
• 25:39
  like
• 25:39
  if
• 25:39
  you
• 25:40
  had
• 25:40
  to
• 25:40
  bill
• 25:41
  your
• 25:41
  own
• 25:41
  hours
• 25:42
  to
• 25:42
  yourself,
• 25:43
  would
• 25:43
  it
• 25:44
  actually
• 25:44
  be
• 25:45
  profitable?
• 25:45
  I
• 25:45
  think
• 25:46
  is
• 25:46
  something
• 25:47
  to
• 25:47
  also
• 25:48
  acknowledge.
• 25:49
  Yeah,
• 25:49
  for
• 25:49
  sure.
• 25:50
  Where
• 25:50
  that's
• 25:50
  where
• 25:50
  it
• 25:50
  comes
• 25:51
  back
• 25:51
  to
• 25:51
  project
• 25:51
  planning
• 25:52
  and
• 25:53
  putting
• 25:53
  out
• 25:53
  your
• 25:54
  time
• 25:54
  so
• 25:54
  that
• 25:54
  you
• 25:55
  know
• 25:55
  how
• 25:55
  much
• 25:55
  you're
• 25:55
  actually
• 25:56
  spending
• 25:56
  on
• 25:56
  this,
• 25:57
  whether
• 25:58
  it
• 25:58
  be
• 25:58
  your
• 25:58
  time
• 25:58
  or
• 25:59
  money.
• 26:01
  Yeah.
• 26:01
  All
• 26:02
  right.
• 26:02
  And
• 26:02
  then
• 26:02
  our
• 26:02
  third
• 26:03
  point
• 26:03
  is
• 26:03
  competition,
• 26:04
  which
• 26:04
  we
• 26:05
  already
• 26:05
  talked
• 26:05
  about
• 26:05
  a
• 26:06
  lot
• 26:06
  about
• 26:06
  the
• 26:07
  different
• 26:07
  businesses.
• 26:08
  Do
• 26:08
  you
• 26:08
  have
• 26:08
  anything
• 26:09
  else
• 26:09
  to
• 26:09
  add
• 26:09
  about
• 26:11
  competition?
• 26:12
  I
• 26:13
  just
• 26:13
  think
• 26:15
  I
• 26:15
  like
• 26:16
  really
• 26:16
  want
• 26:16
  to
• 26:16
  reiterate
• 26:17
  like
• 26:17
  there
• 26:18
  is
• 26:18
  no
• 26:19
  need
• 26:20
  to
• 26:20
  be
• 26:21
  taking
• 26:21
  your
• 26:22
  business
• 26:23
  baby
• 26:23
  business
• 26:23
  and
• 26:24
  maybe
• 26:24
  your
• 26:24
  big
• 26:24
  business
• 26:25
  or
• 26:25
  whatever.
• 26:26
  Like
• 26:26
  however
• 26:26
  the
• 26:26
  energy
• 26:27
  feels
• 26:27
  in
• 26:27
  your
• 26:28
  business.
• 26:29
  And
• 26:29
  pitted
• 26:30
  against
• 26:31
  someone
• 26:32
  that
• 26:32
  is
• 26:33
  like
• 26:33
  10,000
• 26:34
  employees,
• 26:35
  million
• 26:36
  dollar
• 26:36
  budgets.
• 26:37
  Like
• 26:37
  to
• 26:38
  me
• 26:38
  from
• 26:38
  an
• 26:38
  intentionality
• 26:39
  standpoint,
• 26:41
  I
• 26:41
  see
• 26:41
  that
• 26:41
  and
• 26:41
  I
• 26:42
  go
• 26:42
  pick
• 26:42
  my
• 26:42
  battle.
• 26:43
  That's
• 26:43
  not
• 26:43
  my
• 26:43
  battle
• 26:44
  I
• 26:44
  want
• 26:44
  to
• 26:44
  be
• 26:44
  fighting
• 26:45
  in.
• 26:45
  And
• 26:46
  I
• 26:46
  think
• 26:46
  it's
• 26:47
  really
• 26:47
  important
• 26:47
  to
• 26:48
  acknowledge
• 26:49
  just
• 26:49
  that
• 26:50
  like
• 26:50
  the
• 26:51
  time
• 26:51
  and
• 26:52
  energy
• 26:52
  and
• 26:53
  budgets
• 26:53
  that
• 26:54
  go
• 26:54
  into
• 26:54
  these
• 26:55
  big
• 26:55
  retail,
• 26:56
  big
• 26:57
  online
• 26:57
  business
• 26:58
  campaigns
• 27:00
  is
• 27:00
  real.
• 27:01
  And
• 27:02
  it's
• 27:04
  no
• 27:04
  amount
• 27:04
  of
• 27:04
  FOMO
• 27:05
  or
• 27:06
  project
• 27:07
  planning
• 27:07
  can
• 27:08
  like
• 27:09
  make
• 27:09
  the
• 27:10
  energies
• 27:11
  exchange
• 27:12
  worth
• 27:12
  it.
• 27:12
  So
• 27:13
  I
• 27:13
  don't
• 27:13
  know.
• 27:13
  That
• 27:14
  could
• 27:14
  sound
• 27:14
  very
• 27:14
  negative
• 27:15
  and
• 27:15
  I'm
• 27:15
  sure
• 27:15
  it's
• 27:16
  might
• 27:16
  not
• 27:17
  be
• 27:17
  received
• 27:17
  by
• 27:17
  a
• 27:18
  lot
• 27:18
  of
• 27:18
  people.
• 27:18
  But
• 27:19
  I
• 27:19
  think
• 27:19
  for
• 27:20
  the
• 27:20
  people
• 27:20
  who
• 27:20
  would
• 27:20
  listen
• 27:21
  to
• 27:21
  our
• 27:21
  podcast
• 27:21
  and
• 27:22
  to
• 27:22
  the
• 27:22
  people
• 27:22
  who
• 27:23
  are
• 27:23
  in
• 27:23
  our
• 27:23
  audience,
• 27:24
  like
• 27:25
  it's
• 27:25
  almost
• 27:25
  like
• 27:25
  permissions,
• 27:26
  like
• 27:26
  please
• 27:27
  do
• 27:27
  not
• 27:27
  feel
• 27:28
  pressured
• 27:28
  to
• 27:30
  do
• 27:30
  it.
• 27:31
  And
• 27:31
  if
• 27:31
  you
• 27:31
  are
• 27:32
  looking
• 27:32
  to
• 27:32
  sit
• 27:33
  back
• 27:33
  and
• 27:33
  be
• 27:34
  like
• 27:34
  I
• 27:35
  don't
• 27:35
  want
• 27:36
  to,
• 27:37
  this
• 27:37
  is
• 27:37
  your
• 27:37
  permission
• 27:38
  slip
• 27:38
  to
• 27:38
  be
• 27:38
  like,
• 27:39
  you
• 27:39
  don't
• 27:39
  have
• 27:39
  to.
• 27:40
  Yeah,
• 27:41
  because
• 27:41
  I
• 27:41
  feel
• 27:41
  like
• 27:41
  the
• 27:41
  pressure
• 27:42
  is
• 27:42
  about
• 27:42
  to
• 27:42
  get
• 27:43
  heated.
• 27:43
  You're
• 27:43
  about
• 27:43
  to
• 27:44
  hear
• 27:44
  it
• 27:44
  from
• 27:44
  all
• 27:45
  sorts
• 27:45
  of
• 27:45
  people
• 27:46
  about
• 27:47
  I
• 27:47
  did
• 27:47
  this
• 27:47
  launch
• 27:48
  or
• 27:49
  you
• 27:49
  need
• 27:49
  some
• 27:50
  launch
• 27:50
  or
• 27:50
  don't
• 27:51
  leave
• 27:51
  in
• 27:51
  money
• 27:51
  on
• 27:52
  the
• 27:52
  table.
• 27:52
  And
• 27:52
  it's
• 27:53
  like
• 27:53
  sometimes
• 27:54
  it's
• 27:54
  okay.
• 27:55
  Remember
• 27:55
  like
• 27:56
  what
• 27:56
  are
• 27:56
  else
• 27:56
  you're
• 27:57
  leaving
• 27:57
  on
• 27:57
  the
• 27:57
  table
• 27:57
  if
• 27:57
  you're
• 27:58
  gonna
• 27:58
  pick
• 27:58
  out
• 27:58
  that
• 27:58
  money.
• 27:59
  So
• 27:59
  like
• 27:59
  make
• 27:59
  your
• 27:59
  decision
• 28:01
  and
• 28:01
  like
• 28:02
  just
• 28:02
  be
• 28:02
  strong
• 28:02
  with
• 28:03
  it.
• 28:03
  Cause
• 28:03
  there's
• 28:03
  always
• 28:03
  gonna
• 28:04
  be
• 28:04
  another
• 28:04
  opportunity.
• 28:05
  I
• 28:05
  don't
• 28:05
  wanna
• 28:05
  be
• 28:06
  like,
• 28:06
  just
• 28:06
  don't
• 28:06
  do
• 28:06
  it.
• 28:07
  Okay.
• 28:07
  So
• 28:07
  if
• 28:07
  someone
• 28:07
  decides
• 28:08
  this
• 28:08
  is
• 28:08
  not
• 28:08
  for
• 28:08
  them,
• 28:09
  do
• 28:09
  you
• 28:09
  have
• 28:09
  any
• 28:10
  other.
• 28:10
  I
• 28:11
  guess
• 28:11
  what
• 28:11
  are
• 28:11
  some
• 28:12
  ways
• 28:12
  or
• 28:12
  Q4
• 28:13
  we're
• 28:13
  just
• 28:13
  shutting
• 28:13
  it
• 28:13
  down
• 28:14
  and
• 28:14
  we're
• 28:14
  like
• 28:14
  knock
• 28:14
  outcomes
• 28:15
  competing
• 28:15
  against
• 28:15
  anything
• 28:16
  or
• 28:16
  is
• 28:16
  like
• 28:16
  their
• 28:17
  other
• 28:18
  promotional
• 28:18
  campaign
• 28:19
  ideas
• 28:20
  that
• 28:20
  you.
• 28:21
  So
• 28:22
  there's
• 28:22
  so
• 28:23
  much
• 28:23
  as
• 28:23
  there's
• 28:24
  so
• 28:24
  much
• 28:24
  nuance
• 28:25
  in
• 28:25
  that
• 28:25
  question.
• 28:26
  So
• 28:26
  I
• 28:27
  say
• 28:27
  alternatives
• 28:28
  to
• 28:28
  Black
• 28:28
  Friday.
• 28:29
  Let's
• 28:30
  say
• 28:31
  do
• 28:31
  a
• 28:31
  Q1
• 28:32
  plan
• 28:33
  or
• 28:34
  have
• 28:35
  the
• 28:35
  past
• 28:35
  3
• 28:36
  quarters
• 28:36
  and
• 28:37
  look
• 28:37
  back
• 28:37
  and
• 28:37
  see
• 28:39
  like
• 28:39
  actual,
• 28:40
  some
• 28:40
  like
• 28:40
  actual
• 28:41
  data
• 28:41
  that's
• 28:41
  going
• 28:42
  to
• 28:42
  make
• 28:42
  more
• 28:42
  money
• 28:42
  for
• 28:43
  you
• 28:43
  in
• 28:43
  the
• 28:43
  upcoming
• 28:44
  year.
• 28:45
  Traditionally
• 28:46
  I
• 28:46
  see
• 28:46
  a
• 28:47
  lot
• 28:47
  of
• 28:47
  businesses
• 28:48
  especially
• 28:48
  like
• 28:49
  investments
• 28:49
  in
• 28:49
  marketing
• 28:50
  and
• 28:50
  investments
• 28:51
  in
• 28:51
  non
• 28:53
  fun
• 28:53
  things
• 28:54
  slow
• 28:55
  down
• 28:55
  significantly
• 28:56
  in
• 28:56
  November
• 28:57
  and
• 28:57
  December.
• 28:58
  So
• 28:58
  really
• 28:59
  not
• 29:00
  forcing
• 29:00
  yourself
• 29:01
  into
• 29:03
  the
• 29:03
  opportunity
• 29:04
  to
• 29:05
  have
• 29:05
  disappointment
• 29:06
  if
• 29:06
  your
• 29:06
  promotion
• 29:07
  doesn't
• 29:07
  go
• 29:07
  well.
• 29:08
  So
• 29:09
  I
• 29:09
  would
• 29:09
  say
• 29:10
  do
• 29:11
  some
• 29:11
  planning
• 29:12
  as
• 29:12
  an
• 29:12
  alternative
• 29:13
  cuz
• 29:13
  that's
• 29:13
  going
• 29:13
  to
• 29:13
  make
• 29:13
  you
• 29:14
  more
• 29:14
  money
• 29:14
  in
• 29:15
  the
• 29:15
  next
• 29:15
  year.
• 29:16
  Do
• 29:17
  some
• 29:18
  market
• 29:18
  insights.
• 29:19
  See
• 29:19
  when
• 29:20
  your
• 29:20
  audience
• 29:20
  like
• 29:20
  what
• 29:21
  are
• 29:21
  the
• 29:21
  seasons
• 29:21
  of
• 29:22
  purchasing
• 29:22
  in
• 29:23
  your
• 29:23
  actual
• 29:23
  business?
• 29:25
  And
• 29:25
  then
• 29:27
  I
• 29:27
  don't
• 29:28
  know
• 29:28
  what
• 29:28
  the
• 29:28
  last
• 29:28
  one
• 29:28
  could
• 29:28
  be
• 29:29
  but
• 29:29
  ultimately
• 29:30
  just
• 29:30
  don't
• 29:30
  even
• 29:31
  stress
• 29:31
  about
• 29:31
  it.
• 29:32
  Yeah,
• 29:32
  I
• 29:33
  think
• 29:33
  it's,
• 29:33
  yeah,
• 29:33
  I
• 29:34
  think
• 29:34
  it's
• 29:34
  like
• 29:34
  look
• 29:34
  at
• 29:35
  your
• 29:35
  data.
• 29:35
  Because
• 29:35
  I'll
• 29:36
  counter
• 29:36
  that
• 29:36
  being
• 29:37
  like
• 29:37
  last
• 29:38
  year
• 29:39
  I
• 29:39
  think
• 29:39
  I
• 29:39
  saw
• 29:39
  someone
• 29:40
  post
• 29:40
  about
• 29:40
  this
• 29:40
  like
• 29:41
  don't
• 29:41
  do
• 29:41
  anything
• 29:41
  for
• 29:41
  Q4.
• 29:42
  Look
• 29:42
  at
• 29:42
  your
• 29:42
  data,
• 29:43
  look
• 29:43
  at
• 29:43
  your
• 29:43
  insight.
• 29:44
  Look
• 29:44
  at
• 29:44
  my
• 29:44
  data.
• 29:44
  I
• 29:44
  looked
• 29:45
  at
• 29:45
  my
• 29:45
  insights
• 29:45
  and
• 29:46
  I
• 29:46
  signed
• 29:46
  a
• 29:46
  client
• 29:46
  in
• 29:47
  November,
• 29:47
  client
• 29:48
  in
• 29:48
  December
• 29:48
  and
• 29:49
  a
• 29:49
  client
• 29:49
  in
• 29:49
  January.
• 29:50
  And
• 29:50
  they
• 29:50
  were
• 29:50
  with
• 29:50
  me
• 29:51
  very,
• 29:51
  very
• 29:51
  long
• 29:51
  time.
• 29:52
  My
• 29:52
  data
• 29:52
  insights,
• 29:53
  they're
• 29:53
  coming
• 29:54
  now.
• 29:54
  They
• 29:54
  weren't
• 29:55
  ready
• 29:55
  to
• 29:55
  start
• 29:55
  getting
• 29:55
  rolling
• 29:56
  until
• 29:56
  January,
• 29:57
  but
• 29:57
  they
• 29:57
  were
• 29:57
  thinking
• 29:58
  about
• 29:58
  next
• 29:58
  year
• 29:59
  and
• 29:59
  the
• 29:59
  shifts
• 29:59
  that
• 29:59
  they
• 29:59
  need
• 30:00
  to
• 30:00
  needed
• 30:00
  to
• 30:00
  make.
• 30:02
  I
• 30:02
  also
• 30:03
  know
• 30:03
  what
• 30:03
  I
• 30:03
  did
• 30:03
  last
• 30:04
  year
• 30:04
  is
• 30:04
  that
• 30:04
  in
• 30:05
  September
• 30:06
  I
• 30:06
  emailed
• 30:07
  all
• 30:07
  my
• 30:07
  clients
• 30:07
  and
• 30:07
  asked
• 30:07
  them
• 30:08
  for
• 30:08
  referrals.
• 30:08
  So
• 30:09
  it
• 30:09
  took
• 30:09
  about
• 30:10
  November
• 30:10
  for
• 30:10
  all
• 30:10
  those
• 30:11
  people
• 30:11
  to
• 30:11
  start
• 30:12
  early
• 30:12
  then.
• 30:13
  So
• 30:13
  I
• 30:13
  think
• 30:13
  it's
• 30:14
  just
• 30:14
  about
• 30:14
  knowing,
• 30:14
  knowing
• 30:15
  your
• 30:15
  audience
• 30:15
  and
• 30:16
  checking
• 30:16
  in
• 30:16
  with
• 30:16
  your
• 30:17
  own
• 30:17
  data
• 30:17
  and
• 30:18
  insights
• 30:18
  and
• 30:18
  not
• 30:19
  letting
• 30:19
  outside
• 30:20
  influences
• 30:21
  and
• 30:21
  arbitrary
• 30:22
  rules,
• 30:23
  narratives
• 30:23
  that
• 30:23
  we
• 30:24
  hear
• 30:24
  in
• 30:24
  the
• 30:25
  Internet
• 30:25
  get
• 30:25
  to
• 30:25
  you.
• 30:26
  Stay
• 30:26
  strong,
• 30:26
  stay
• 30:27
  grounded
• 30:27
  and
• 30:27
  stay
• 30:28
  centered.
• 30:29
  Yes
• 30:30
  to
• 30:30
  all
• 30:30
  of
• 30:31
  that.
• 30:33
  All
• 30:33
  right,
• 30:34
  so
• 30:34
  I
• 30:34
  think
• 30:34
  we're
• 30:34
  gonna
• 30:34
  wrap
• 30:35
  it
• 30:35
  up
• 30:35
  there.
• 30:36
  We're
• 30:37
  rooting.