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Transcript

Launches work…until they don’t · Plan Like A Boss | Planning, Productivity, and Strategy for Entrepreneurs

• 0:25
  SPEAKER_00: Launches worked for me.
• 0:26
  SPEAKER_00: They worked really well.
• 0:28
  SPEAKER_00: I could plan a launch, show up hard for two weeks, and generate a huge spike in revenue.
• 0:37
  SPEAKER_00: And I thought that meant my business was solid.
• 0:41
  SPEAKER_00: But then I got cancer.
• 0:43
  SPEAKER_00: And for the first time, I couldn't launch.
• 0:46
  SPEAKER_00: And that is when I realized something that I wish I had understood from the very beginning.
• 0:52
  SPEAKER_00: If your income depends on your energy, your business is fragile.
• 0:57
  SPEAKER_00: Welcome back to Plan Like a Boss.
• 0:59
  SPEAKER_00: I'm Tanya, a creative entrepreneur of over 20 years.
• 1:04
  SPEAKER_00: And in this video, I'm going to show you this system that I should have built from the start, the one that brings in leads every single month, whether I'm launching or not.
• 1:16
  SPEAKER_00: So if that sounds good to you, grab a pen and paper and get ready to take some notes.
• 1:22
  SPEAKER_00: Now, I want to start by saying this very clearly.
• 1:25
  SPEAKER_00: Launches aren't bad.
• 1:27
  SPEAKER_00: They can be very powerful.
• 1:29
  SPEAKER_00: They can create momentum in your business and they can generate big revenue in short windows of time.
• 1:36
  SPEAKER_00: I'm not telling you not to do launches.
• 1:38
  SPEAKER_00: Launches were great for me, and they really helped me grow, especially in the beginning.
• 1:45
  SPEAKER_00: But here's the thing I didn't see for years.
• 1:48
  SPEAKER_00: Launches are fragile, they're built on intensity, and intensity isn't sustainable forever.
• 1:56
  SPEAKER_00: While I was doing launch after launch, I should have been building infrastructure, not just events.
• 2:03
  SPEAKER_00: Because launches depend on three very fragile things.
• 2:07
  SPEAKER_00: They depend on your energy.
• 2:09
  SPEAKER_00: You have to show up at your peak.
• 2:12
  SPEAKER_00: You have to send out all the emails.
• 2:14
  SPEAKER_00: You have to show up to all the lives.
• 2:16
  SPEAKER_00: You have to do webinars.
• 2:17
  SPEAKER_00: You have to be out there selling.
• 2:19
  SPEAKER_00: And you have to be handling all of your potential clients' objections.
• 2:25
  SPEAKER_00: Launches also rely on your availability.
• 2:28
  SPEAKER_00: If life hits, there's a health issue, something happens in your family, you hit burnout, the machine stops working.
• 2:36
  SPEAKER_00: And launches rely on constant attention cycles.
• 2:41
  SPEAKER_00: You actually train your audience to only buy when you're in launch mode.
• 2:46
  SPEAKER_00: So what happens between launches?
• 2:48
  SPEAKER_00: Silence.
• 2:49
  SPEAKER_00: There are four pieces to building a business that brings in leads every single month, whether you're launching or not, and most entrepreneurs only build one of them.
• 3:00
  SPEAKER_00: And honestly, I think it's because we've been conditioned to exist on launches.
• 3:06
  SPEAKER_00: Every business guru on the internet has a course on launching.
• 3:10
  SPEAKER_00: There are entire books on it, and I've read them all.
• 3:14
  SPEAKER_00: But what a lot of the business gurus don't tell you is that they never rely only on launches.
• 3:21
  SPEAKER_00: Once you sign up for their free training, they're trying to sell you directly into their program.
• 3:26
  SPEAKER_00: They don't wait on the next launch to come around.
• 3:29
  SPEAKER_00: So what does that infrastructure look like?
• 3:32
  SPEAKER_00: The first thing is you need to be able to have people find you without you having to chase them.
• 3:38
  SPEAKER_00: That means you need content that's working for you long after you hit publish.
• 3:44
  SPEAKER_00: So we're talking about YouTube videos that are still bringing in views years after you post them.
• 3:50
  SPEAKER_00: We're talking about blog posts that are ranking in Google search and showing up as recommendations in Chat GPT.
• 3:57
  SPEAKER_00: We're talking about content that is being shared on the internet.
• 4:02
  SPEAKER_00: And we're talking about search, whether it's Google search, searching on YouTube or Instagram, bringing strangers in to find you.
• 4:11
  SPEAKER_00: If people only find you when you're actively promoting something, your business stops the second you stop.
• 4:19
  SPEAKER_00: Secondly, you need a way to keep the people who find you around because traffic alone doesn't pay you.
• 4:26
  SPEAKER_00: You need a lead magnet, something valuable enough that someone gladly exchanges their email for.
• 4:32
  SPEAKER_00: It might be a free guide, a quiz, or a workshop replay.
• 4:37
  SPEAKER_00: And then you need a clear next step for them to take.
• 4:40
  SPEAKER_00: Delivering your free guide or your workshop replay is not enough.
• 4:45
  SPEAKER_00: You need a clear step that you are telling them to take next because they're not going to know how to otherwise.
• 4:52
  SPEAKER_00: That lead magnet is going to sit in the sea of their ever-growing inbox, completely forgotten about.
• 4:59
  SPEAKER_00: Most entrepreneurs create content and they're really good at that, but they don't convert the attention that their content is getting into ownership.
• 5:10
  SPEAKER_00: As in, they're not using this content to get people on their email list.
• 5:15
  SPEAKER_00: Now, the email list is so important because you don't own your social media, but you own your list.
• 5:22
  SPEAKER_00: You can end up in Instagram jail tomorrow.
• 5:24
  SPEAKER_00: Your Facebook could be shut down.
• 5:27
  SPEAKER_00: But your email list, it is yours forever.
• 5:30
  SPEAKER_00: The third thing your business needs is a way to build trust, even on the days that you don't show up.
• 5:36
  SPEAKER_00: Now, this is where stability is really built.
• 5:40
  SPEAKER_00: So, how do you build that trust?
• 5:42
  SPEAKER_00: Well, it could be an email welcome series that can be automated.
• 5:46
  SPEAKER_00: You don't need to manually send out all those emails, by the way.
• 5:50
  SPEAKER_00: Please stop if you're still doing that.
• 5:53
  SPEAKER_00: It could also be a series of automated value emails.
• 5:57
  SPEAKER_00: Maybe you batch your entire month of emails at once and schedule them to go out.
• 6:03
  SPEAKER_00: It could be something as simple as an evergreen webinar that you can deliver on repeat or an educational video series that you can send them to.
• 6:13
  SPEAKER_00: If trust is only being built when you're live, that trust is fragile.
• 6:18
  SPEAKER_00: And if your audience only hears from you when you're selling something, then you've trained them to ignore you.
• 6:24
  SPEAKER_00: Now, the fourth and final piece of this system is that you need a way for people to say yes.
• 6:31
  SPEAKER_00: You need a clear way for people to work with you.
• 6:35
  SPEAKER_00: Don't leave them guessing.
• 6:37
  SPEAKER_00: You need to show them exactly how.
• 6:39
  SPEAKER_00: Now, you may think they know how, but do you have any idea how many emails and DMs I get asking what time a workshop is or if there's a replay available?
• 6:50
  SPEAKER_00: Even though it's right there on the landing page, don't assume they know.
• 6:55
  SPEAKER_00: Show them exactly how they can work with you.
• 6:58
  SPEAKER_00: So, how do you do that?
• 7:00
  SPEAKER_00: It could be an application page, apply for one-on-one coaching.
• 7:04
  SPEAKER_00: It could be a sales page for your course or for your services.
• 7:08
  SPEAKER_00: It could be an evergreen webinar that you can have out there on repeat.
• 7:13
  SPEAKER_00: You could share it on your social media.
• 7:15
  SPEAKER_00: You can run ads to it.
• 7:17
  SPEAKER_00: You can build out an evergreen webinar to bring people in and then ask them to book a strategy call.
• 7:24
  SPEAKER_00: Tell them the next steps that they need to take to work with you.
• 7:29
  SPEAKER_00: Instead of convincing people once a quarter in a 10-day sprint, your business should give people the chance to say yes every single day.
• 7:39
  SPEAKER_00: And when these four pieces work together, things don't show up because you're launching.
• 7:44
  SPEAKER_00: They show up because your revenue infrastructure is working.
• 7:48
  SPEAKER_00: You have now built a repeatable ecosystem to bring in new clients because stable revenue isn't about launching more, it's about building four simple things.
• 8:00
  SPEAKER_00: People being able to find you, a way to keep them, a way to build trust, and a way for them to say yes.
• 8:10
  SPEAKER_00: When I got cancer, I realized I didn't need another launch plan.
• 8:15
  SPEAKER_00: I needed infrastructure.
• 8:17
  SPEAKER_00: I needed something that worked even when I couldn't.
• 8:21
  SPEAKER_00: And when I rebuilt my business, I didn't just tweak my launch strategy.
• 8:26
  SPEAKER_00: I rebuilt it from the foundation.
• 8:29
  SPEAKER_00: And as I was doing it, I realized most creative entrepreneurs don't need more motivation.
• 8:35
  SPEAKER_00: They have plenty of motivation.
• 8:37
  SPEAKER_00: What they need is structure.
• 8:40
  SPEAKER_00: Honestly, I wish I had built this out sooner in my own business.
• 8:44
  SPEAKER_00: And that is exactly why I help creative entrepreneurs build revenue on repeat inside my mentorship program.
• 8:52
  SPEAKER_00: This is not just a course.
• 8:54
  SPEAKER_00: It's not just a coaching program.
• 8:56
  SPEAKER_00: It is mentorship from an experienced teacher with a degree in education who has been an entrepreneur for over 20 years, combined with the actual systems that build these four pieces into your business.
• 9:12
  SPEAKER_00: It helps you build traffic that doesn't disappear.
• 9:15
  SPEAKER_00: It helps you create that lead gen system that actually is going to convert people into buyers.
• 9:21
  SPEAKER_00: It helps you set up a trust building system that is automated and it helps you implement a conversion path that works every single day, not just during launches.
• 9:33
  SPEAKER_00: Now, I don't regret building all those launches out at all.
• 9:37
  SPEAKER_00: They taught me so much.
• 9:39
  SPEAKER_00: But I do wish I had built out my infrastructure sooner.
• 9:43
  SPEAKER_00: And if you want help building these four pieces the right way, not just learning about them, but actually implementing them into your business, that is exactly what we do inside my mentorship program.
• 9:56
  SPEAKER_00: You don't need more hustle.
• 9:58
  SPEAKER_00: You need something that is going to work even when you're not able to.
• 10:02
  SPEAKER_00: And if you're interested in applying for this program, I'll put the link in the show notes because this is something that I am very passionate about.
• 10:11
  SPEAKER_00: I want to simplify things for you in a way that I wish someone had done for me early on because launches work great until they don't.