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What Taylor Swift Gets Right About Launching (That Most Businesses Miss) · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:00
  All
• 0:00
  right,
• 0:00
  picture
• 0:01
  this.
• 0:02
  You
• 0:03
  announce
• 0:03
  the
• 0:04
  opening
• 0:04
  of
• 0:04
  your
• 0:05
  next
• 0:05
  program
• 0:06
  with
• 0:06
  two
• 0:06
  days
• 0:07
  notice,
• 0:07
  and
• 0:07
  it
• 0:08
  sells
• 0:08
  out
• 0:08
  immediately.
• 0:09
  Six
• 0:10
  week
• 0:10
  Runway
• 0:10
  was
• 0:11
  needed.
• 0:11
  No
• 0:11
  complicated
• 0:12
  launch
• 0:13
  sequence.
• 0:14
  Just
• 0:14
  boom,
• 0:14
  an
• 0:15
  announcement
• 0:15
  and
• 0:16
  sold
• 0:16
  out.
• 0:16
  That
• 0:17
  is
• 0:17
  Taylor
• 0:17
  Swift's
• 0:17
  world,
• 0:18
  and
• 0:18
  unfortunately,
• 0:19
  we
• 0:20
  do
• 0:20
  not
• 0:20
  live
• 0:21
  in
• 0:21
  it.
• 0:21
  And
• 0:22
  her
• 0:22
  no
• 0:22
  Runway
• 0:23
  approach
• 0:24
  really
• 0:24
  works
• 0:25
  only
• 0:25
  because
• 0:25
  she's
• 0:26
  been
• 0:26
  15
• 0:27
  years
• 0:27
  building
• 0:28
  her
• 0:28
  Runway.
• 0:29
  Her
• 0:29
  fans
• 0:29
  are
• 0:29
  trained
• 0:30
  to
• 0:30
  watch
• 0:30
  for
• 0:30
  clues,
• 0:31
  to
• 0:31
  expect
• 0:32
  surprise
• 0:32
  drops,
• 0:33
  and
• 0:33
  to
• 0:33
  have
• 0:33
  their
• 0:33
  credit
• 0:34
  card
• 0:34
  ready
• 0:35
  like
• 0:35
  I
• 0:36
  always
• 0:36
  do.
• 0:36
  I'm
• 0:36
  going
• 0:37
  to
• 0:37
  guess
• 0:37
  that
• 0:37
  your
• 0:37
  audience
• 0:38
  probably
• 0:38
  isn't
• 0:39
  refreshing
• 0:39
  their
• 0:40
  Instagram
• 0:40
  at
• 0:41
  midnight,
• 0:41
  hoping
• 0:42
  that
• 0:42
  you
• 0:42
  drop
• 0:42
  a
• 0:42
  course
• 0:43
  like
• 0:43
  I
• 0:44
  was
• 0:44
  when
• 0:44
  Taylor
• 0:45
  dropped
• 0:45
  the
• 0:45
  life
• 0:45
  of
• 0:45
  Showgirl.
• 0:46
  So
• 0:46
  today
• 0:46
  we're
• 0:47
  going
• 0:47
  to
• 0:47
  be
• 0:47
  diving
• 0:47
  into
• 0:48
  Taylor's
• 0:49
  launch
• 0:49
  genius
• 0:49
  and
• 0:50
  what
• 0:50
  it
• 0:50
  can
• 0:50
  actually
• 0:50
  teach
• 0:51
  us.
• 0:51
  And
• 0:51
  more
• 0:52
  importantly,
• 0:52
  what
• 0:53
  we
• 0:53
  should
• 0:53
  never
• 0:54
  try
• 0:54
  to
• 0:54
  replicate
• 0:55
  in
• 0:55
  our
• 0:55
  world
• 0:56
  because
• 0:56
  we're
• 0:56
  not
• 0:56
  Taylor
• 0:57
  Swift.
• 0:57
  There
• 0:57
  are
• 0:57
  some
• 0:58
  real
• 0:58
  lessons
• 0:58
  here
• 0:59
  about
• 0:59
  anticipation
• 1:00
  and
• 1:00
  creating
• 1:01
  genuine
• 1:01
  scarcity,
• 1:02
  but
• 1:03
  there's
• 1:03
  also
• 1:03
  a
• 1:03
  couple
• 1:04
  of
• 1:04
  industry
• 1:05
  myths
• 1:05
  that
• 1:05
  I'd
• 1:06
  like
• 1:06
  to
• 1:06
  bust,
• 1:07
  including
• 1:07
  one
• 1:07
  scarcity
• 1:08
  tactic
• 1:09
  that
• 1:09
  may
• 1:09
  be
• 1:09
  driving
• 1:10
  your
• 1:10
  sales
• 1:10
  now,
• 1:11
  but
• 1:11
  may
• 1:12
  backfire
• 1:12
  later.
• 1:13
  But
• 1:13
  first,
• 1:13
  if
• 1:14
  you're
• 1:14
  new
• 1:14
  around
• 1:14
  here,
• 1:14
  hi,
• 1:15
  my
• 1:15
  name
• 1:15
  is
• 1:15
  Jess
• 1:16
  from
• 1:16
  the
• 1:16
  Growing
• 1:16
  a
• 1:17
  Deeply
• 1:17
  Rooted
• 1:17
  business
• 1:18
  podcast
• 1:18
  and
• 1:19
  owner
• 1:19
  of
• 1:19
  the
• 1:19
  launch
• 1:20
  collaborative.
• 1:20
  Rachel
• 1:21
  is
• 1:21
  out
• 1:21
  this
• 1:21
  week.
• 1:22
  Let's
• 1:22
  get
• 1:22
  into
• 1:22
  it.
• 1:23
  Lesson
• 1:23
  number
• 1:23
  one
• 1:23
  that
• 1:24
  we
• 1:24
  can
• 1:24
  learn
• 1:24
  about
• 1:24
  Taylor
• 1:25
  Swift
• 1:25
  is
• 1:25
  that
• 1:25
  she
• 1:26
  is
• 1:26
  the
• 1:26
  Runway.
• 1:27
  Taylor
• 1:27
  doesn't
• 1:28
  need
• 1:28
  a
• 1:28
  Runway
• 1:28
  because
• 1:29
  she
• 1:29
  is
• 1:30
  the
• 1:30
  Runway.
• 1:30
  Think
• 1:31
  about
• 1:31
  it.
• 1:31
  Her
• 1:31
  fans
• 1:32
  are
• 1:32
  already
• 1:32
  conditioned
• 1:33
  to
• 1:33
  hunt
• 1:33
  for
• 1:33
  Easter
• 1:33
  eggs
• 1:34
  and
• 1:34
  decode
• 1:35
  Cryptid
• 1:35
  social
• 1:35
  media
• 1:36
  posts
• 1:36
  and
• 1:36
  watch
• 1:37
  for
• 1:37
  announcement
• 1:38
  patterns.
• 1:39
  And
• 1:39
  when
• 1:39
  she
• 1:39
  stood
• 1:39
  in
• 1:39
  front
• 1:40
  of
• 1:40
  a
• 1:40
  certain
• 1:40
  number,
• 1:41
  she
• 1:41
  has
• 1:42
  created
• 1:42
  a
• 1:42
  culture
• 1:43
  where
• 1:43
  anticipation
• 1:44
  is
• 1:44
  really
• 1:44
  part
• 1:45
  of
• 1:45
  the
• 1:45
  entertainment.
• 1:46
  And
• 1:46
  to
• 1:47
  be
• 1:47
  honest,
• 1:47
  most
• 1:47
  of
• 1:47
  us
• 1:47
  just
• 1:48
  don't
• 1:48
  have
• 1:48
  that
• 1:49
  luxury.
• 1:49
  We
• 1:50
  are
• 1:50
  building
• 1:50
  awareness
• 1:51
  from
• 1:51
  scratch
• 1:52
  or
• 1:52
  with
• 1:52
  a
• 1:52
  very
• 1:53
  little
• 1:53
  moment,
• 1:54
  them
• 1:54
  every
• 1:54
  single
• 1:55
  time.
• 1:55
  Which
• 1:56
  means
• 1:56
  that
• 1:56
  your
• 1:57
  launch
• 1:57
  Runway
• 1:58
  is
• 1:58
  not
• 1:58
  wasted
• 1:59
  time.
• 1:59
  It
• 2:00
  is
• 2:00
  crucial.
• 2:00
  It
• 2:01
  is
• 2:01
  going
• 2:01
  to
• 2:01
  be
• 2:01
  how
• 2:02
  you
• 2:02
  create
• 2:02
  readiness
• 2:03
  for
• 2:03
  an
• 2:03
  audience
• 2:04
  that
• 2:04
  isn't
• 2:04
  already
• 2:05
  obsessed
• 2:05
  with
• 2:06
  you.
• 2:06
  The
• 2:06
  difference
• 2:06
  is
• 2:06
  that
• 2:07
  Taylor
• 2:07
  has
• 2:07
  trained
• 2:08
  her
• 2:08
  people
• 2:08
  to
• 2:09
  always
• 2:09
  be
• 2:09
  watching.
• 2:10
  And
• 2:10
  we
• 2:11
  need
• 2:11
  to
• 2:11
  train
• 2:11
  ours
• 2:12
  to
• 2:12
  be
• 2:12
  ready
• 2:12
  when
• 2:12
  it
• 2:13
  matters.
• 2:13
  And
• 2:14
  my
• 2:14
  favorite
• 2:14
  way
• 2:14
  to
• 2:14
  do
• 2:15
  this
• 2:15
  is
• 2:15
  by
• 2:16
  sharing
• 2:16
  fly
• 2:17
  on
• 2:17
  the
• 2:17
  wall
• 2:17
  content.
• 2:18
  So
• 2:18
  things
• 2:18
  like
• 2:19
  sharing
• 2:19
  behind
• 2:20
  the
• 2:20
  scenes
• 2:20
  of
• 2:21
  you
• 2:21
  building
• 2:21
  out
• 2:21
  your
• 2:22
  program,
• 2:22
  or
• 2:23
  sharing
• 2:24
  behind
• 2:24
  the
• 2:24
  scene
• 2:24
  aspects
• 2:25
  of
• 2:25
  you
• 2:25
  getting
• 2:25
  ready
• 2:26
  for
• 2:26
  your
• 2:26
  launch,
• 2:27
  or
• 2:27
  sharing
• 2:28
  testimonials
• 2:29
  or
• 2:29
  student
• 2:29
  experiences,
• 2:30
  etc.
• 2:31
  This
• 2:31
  is
• 2:32
  going
• 2:32
  to
• 2:32
  prime
• 2:33
  people
• 2:33
  and
• 2:33
  get
• 2:34
  them
• 2:34
  obsessed
• 2:34
  with
• 2:35
  your
• 2:35
  product
• 2:35
  and
• 2:35
  ready
• 2:36
  to
• 2:36
  buy
• 2:36
  your
• 2:36
  content,
• 2:37
  your
• 2:37
  product,
• 2:38
  and
• 2:38
  maybe
• 2:38
  even
• 2:38
  dming
• 2:39
  you
• 2:39
  asking
• 2:39
  if
• 2:39
  they
• 2:40
  can
• 2:40
  have
• 2:40
  the
• 2:40
  checkout
• 2:40
  Link.
• 2:41
  Now,
• 2:41
  if
• 2:42
  you
• 2:42
  do
• 2:42
  it
• 2:42
  the
• 2:42
  correct
• 2:43
  way.
• 2:44
  So
• 2:44
  instead
• 2:44
  of
• 2:44
  rushing
• 2:45
  to
• 2:45
  open
• 2:45
  your
• 2:45
  cart,
• 2:46
  ask
• 2:46
  yourself,
• 2:46
  how
• 2:47
  do
• 2:47
  I
• 2:47
  really
• 2:47
  get
• 2:47
  my
• 2:48
  people
• 2:48
  excited
• 2:48
  about
• 2:49
  what's
• 2:49
  coming
• 2:49
  up?
• 2:50
  And
• 2:50
  how
• 2:50
  do
• 2:50
  I
• 2:50
  build
• 2:51
  anticipation
• 2:52
  without
• 2:52
  creating
• 2:53
  fatigue
• 2:53
  for
• 2:53
  them?
• 2:54
  All
• 2:54
  right,
• 2:54
  lesson
• 2:55
  number
• 2:55
  two.
• 2:56
  The
• 2:56
  scarcity
• 2:57
  myth.
• 2:57
  So
• 2:57
  let's
• 2:58
  talk
• 2:58
  about
• 2:58
  scarcity.
• 2:59
  Taylor
• 2:59
  is
• 2:59
  brilliant
• 3:00
  at
• 3:00
  it
• 3:00
  with
• 3:01
  limited
• 3:01
  release
• 3:01
  vinyls
• 3:02
  and
• 3:02
  countdown
• 3:03
  timers
• 3:03
  and
• 3:04
  vault
• 3:04
  tracks
• 3:04
  that
• 3:04
  disappear.
• 3:05
  And
• 3:06
  data
• 3:06
  and
• 3:06
  research
• 3:07
  will
• 3:07
  show
• 3:07
  that
• 3:08
  urgency
• 3:08
  tactics
• 3:09
  really
• 3:09
  do
• 3:09
  work.
• 3:10
  That
• 3:10
  is
• 3:10
  why
• 3:10
  everybody
• 3:11
  uses
• 3:11
  them.
• 3:12
  But
• 3:12
  here's
• 3:12
  where
• 3:13
  the
• 3:13
  launch
• 3:13
  industry
• 3:14
  has
• 3:14
  led
• 3:15
  us
• 3:15
  astray.
• 3:16
  We
• 3:16
  have
• 3:16
  been
• 3:16
  trained
• 3:17
  to
• 3:17
  believe
• 3:17
  that
• 3:17
  without
• 3:18
  urgency
• 3:19
  or
• 3:19
  false
• 3:19
  scarcity,
• 3:20
  nothing
• 3:21
  will
• 3:21
  sell.
• 3:21
  We're
• 3:22
  putting
• 3:22
  countdown
• 3:22
  timers
• 3:23
  on
• 3:23
  everything
• 3:24
  and
• 3:24
  limited
• 3:24
  bonus
• 3:25
  stacks
• 3:25
  on
• 3:25
  top
• 3:25
  of
• 3:25
  limited
• 3:26
  bonus
• 3:26
  tax.
• 3:27
  And
• 3:27
  there's
• 3:27
  fake
• 3:27
  deadlines
• 3:28
  just
• 3:28
  everywhere.
• 3:29
  The
• 3:29
  honest
• 3:30
  truth
• 3:30
  is,
• 3:30
  is
• 3:30
  that
• 3:31
  people
• 3:31
  are
• 3:31
  like,
• 3:32
  catching
• 3:32
  on
• 3:32
  to
• 3:33
  it.
• 3:33
  And
• 3:33
  I've
• 3:33
  actually
• 3:33
  seen
• 3:34
  some
• 3:34
  of
• 3:34
  my
• 3:34
  clients
• 3:35
  increase
• 3:35
  their
• 3:35
  revenue
• 3:36
  and
• 3:36
  increase
• 3:37
  their
• 3:38
  enrollments
• 3:39
  by
• 3:39
  removing
• 3:40
  these
• 3:40
  fake
• 3:41
  deadlines
• 3:41
  and
• 3:42
  focusing
• 3:42
  on
• 3:43
  genuine
• 3:43
  value
• 3:44
  timing
• 3:44
  instead.
• 3:45
  So
• 3:45
  sometimes
• 3:45
  the
• 3:46
  most
• 3:46
  radical
• 3:47
  thing
• 3:47
  you
• 3:47
  can
• 3:47
  do
• 3:47
  is
• 3:48
  tell
• 3:48
  people
• 3:48
  they
• 3:49
  have
• 3:49
  time
• 3:49
  to
• 3:50
  think.
• 3:50
  So
• 3:50
  one
• 3:51
  of
• 3:51
  the
• 3:51
  things
• 3:51
  that
• 3:51
  we've
• 3:51
  also
• 3:52
  done
• 3:52
  is
• 3:52
  put
• 3:53
  pricing
• 3:53
  on
• 3:53
  waitlist
• 3:54
  pages
• 3:54
  for
• 3:54
  programs
• 3:55
  that
• 3:55
  we
• 3:55
  run
• 3:55
  over
• 3:56
  and
• 3:56
  over
• 3:56
  again
• 3:56
  so
• 3:57
  that
• 3:57
  people,
• 3:57
  if
• 3:57
  maybe
• 3:58
  they
• 3:58
  don't
• 3:58
  have
• 3:58
  the
• 3:58
  funds
• 3:59
  to
• 3:59
  join
• 3:59
  this
• 3:59
  time,
• 4:00
  they
• 4:00
  know
• 4:01
  and
• 4:01
  can
• 4:01
  anticipate
• 4:02
  and
• 4:02
  save
• 4:02
  up
• 4:02
  for
• 4:02
  the
• 4:03
  next
• 4:03
  time.
• 4:03
  I
• 4:03
  know
• 4:03
  this
• 4:04
  is
• 4:04
  what
• 4:04
  my
• 4:04
  daughter
• 4:04
  does.
• 4:05
  She
• 4:05
  always
• 4:05
  makes
• 4:06
  sure
• 4:06
  that
• 4:06
  she
• 4:06
  has
• 4:06
  at
• 4:07
  least
• 4:07
  a
• 4:07
  hundred
• 4:07
  to
• 4:07
  $200
• 4:08
  in
• 4:08
  her
• 4:09
  bank
• 4:09
  account
• 4:09
  at
• 4:09
  any
• 4:09
  time,
• 4:10
  just
• 4:10
  in
• 4:11
  case
• 4:12
  Taylor
• 4:12
  happens
• 4:12
  to
• 4:12
  drop
• 4:13
  something.
• 4:13
  But
• 4:14
  you
• 4:14
  know,
• 4:14
  sometimes
• 4:15
  if
• 4:15
  you
• 4:15
  over
• 4:16
  use
• 4:16
  this
• 4:17
  scarcity,
• 4:17
  it
• 4:18
  can
• 4:18
  start
• 4:18
  to
• 4:18
  backfire
• 4:19
  on
• 4:19
  you.
• 4:19
  Or
• 4:19
  if
• 4:19
  people
• 4:20
  see
• 4:20
  through
• 4:20
  that,
• 4:21
  it's
• 4:21
  not
• 4:21
  genuine.
• 4:22
  Because
• 4:22
  I've
• 4:22
  even
• 4:23
  seen
• 4:23
  on
• 4:23
  some
• 4:24
  of
• 4:24
  the
• 4:24
  TikToks
• 4:24
  that
• 4:25
  I've
• 4:25
  been
• 4:25
  seeing,
• 4:25
  her
• 4:25
  most
• 4:26
  devoted
• 4:26
  fans
• 4:27
  are
• 4:27
  starting
• 4:27
  to
• 4:27
  grumble
• 4:28
  about
• 4:28
  the
• 4:28
  constant
• 4:29
  countdown
• 4:29
  timers
• 4:30
  and
• 4:30
  variant
• 4:31
  releases.
• 4:31
  Scarcity
• 4:32
  fatigue
• 4:32
  is
• 4:33
  real.
• 4:33
  All
• 4:33
  right,
• 4:34
  so
• 4:34
  the
• 4:34
  lesson
• 4:34
  here
• 4:34
  is
• 4:35
  to
• 4:35
  use
• 4:35
  scarcity
• 4:35
  when
• 4:36
  it's
• 4:36
  true,
• 4:36
  when
• 4:37
  you
• 4:37
  have
• 4:37
  a
• 4:37
  real
• 4:37
  capacity
• 4:38
  limit,
• 4:38
  when
• 4:39
  timing
• 4:39
  actually
• 4:39
  matters
• 4:40
  because
• 4:40
  your
• 4:40
  program
• 4:41
  is
• 4:41
  starting
• 4:41
  and
• 4:42
  and
• 4:42
  when
• 4:42
  it
• 4:42
  creates
• 4:42
  energetic
• 4:43
  boundaries
• 4:43
  that
• 4:44
  serve
• 4:44
  both
• 4:45
  you
• 4:45
  and
• 4:45
  your
• 4:45
  clients.
• 4:46
  Not
• 4:46
  everywhere
• 4:47
  and
• 4:47
  not
• 4:47
  all
• 4:48
  the
• 4:48
  time.
• 4:48
  All
• 4:48
  right,
• 4:49
  so
• 4:49
  let's
• 4:49
  move
• 4:49
  on
• 4:49
  to
• 4:50
  lesson
• 4:50
  number
• 4:50
  three,
• 4:50
  Launching
• 4:51
  as
• 4:51
  an
• 4:52
  experience.
• 4:53
  So
• 4:53
  one
• 4:54
  thing
• 4:54
  that
• 4:54
  Taylor
• 4:55
  has
• 4:55
  mastered
• 4:55
  during
• 4:56
  her
• 4:56
  releases
• 4:56
  is
• 4:57
  turning
• 4:57
  her
• 4:57
  album
• 4:58
  launches
• 4:58
  into
• 4:58
  experiences.
• 4:59
  She
• 5:00
  doesn't
• 5:00
  just
• 5:00
  drop
• 5:01
  an
• 5:01
  album.
• 5:02
  She
• 5:02
  creates
• 5:02
  a
• 5:03
  month
• 5:03
  worth
• 5:03
  of
• 5:03
  hype
• 5:04
  with
• 5:04
  Easter
• 5:04
  eggs
• 5:05
  and
• 5:05
  announcements
• 5:06
  and
• 5:06
  announcing
• 5:07
  it
• 5:07
  at
• 5:07
  global
• 5:07
  events
• 5:08
  like
• 5:08
  the
• 5:08
  Grammys
• 5:08
  or
• 5:09
  on
• 5:09
  her
• 5:09
  boyfriend's
• 5:10
  podcast.
• 5:11
  She
• 5:11
  builds
• 5:11
  entire
• 5:12
  eras
• 5:12
  around
• 5:13
  the
• 5:13
  album.
• 5:14
  Now
• 5:14
  we
• 5:15
  may
• 5:15
  not
• 5:15
  be
• 5:15
  able
• 5:16
  to
• 5:16
  announce
• 5:16
  our
• 5:17
  group
• 5:17
  program
• 5:17
  during
• 5:17
  the
• 5:18
  super
• 5:18
  bowl,
• 5:18
  but
• 5:18
  we
• 5:19
  can
• 5:19
  ask
• 5:19
  ourselves
• 5:20
  what
• 5:20
  would
• 5:20
  make
• 5:21
  this
• 5:21
  launch
• 5:22
  feel
• 5:22
  like
• 5:22
  event
• 5:23
  worth
• 5:23
  participating
• 5:24
  in?
• 5:25
  Maybe
• 5:25
  it
• 5:25
  is
• 5:25
  a
• 5:26
  live
• 5:26
  experience.
• 5:27
  Maybe
• 5:27
  it's
• 5:27
  a
• 5:27
  miniseries
• 5:28
  of
• 5:28
  a
• 5:29
  training.
• 5:29
  Maybe
• 5:29
  it's
• 5:30
  inviting
• 5:30
  your
• 5:30
  community
• 5:31
  behind
• 5:31
  the
• 5:31
  scenes
• 5:32
  of
• 5:32
  your
• 5:33
  process.
• 5:34
  I
• 5:34
  had
• 5:34
  one
• 5:34
  client
• 5:35
  last
• 5:35
  year
• 5:36
  who
• 5:36
  hosted
• 5:36
  a
• 5:37
  five
• 5:37
  day
• 5:38
  masterclass.
• 5:38
  It
• 5:39
  was
• 5:39
  a.m.
• 5:39
  and
• 5:39
  p.m.
• 5:40
  and
• 5:40
  let
• 5:40
  me
• 5:40
  just
• 5:40
  tell
• 5:41
  you,
• 5:41
  him
• 5:41
  and
• 5:42
  team
• 5:43
  just
• 5:43
  poured
• 5:43
  into
• 5:44
  the
• 5:44
  people
• 5:45
  that
• 5:45
  showed
• 5:45
  up
• 5:46
  every
• 5:46
  night.
• 5:46
  They
• 5:47
  also
• 5:47
  invested
• 5:48
  in
• 5:48
  getting
• 5:48
  guest
• 5:48
  speakers
• 5:49
  to
• 5:49
  come.
• 5:50
  And
• 5:50
  let
• 5:50
  me
• 5:50
  just
• 5:50
  tell
• 5:51
  you,
• 5:51
  by
• 5:51
  the
• 5:51
  end
• 5:52
  of
• 5:52
  those
• 5:52
  five
• 5:52
  days,
• 5:53
  people
• 5:53
  were
• 5:54
  begging
• 5:55
  to
• 5:55
  get
• 5:55
  the
• 5:55
  link
• 5:55
  for
• 5:56
  the
• 5:56
  next
• 5:56
  step.
• 5:57
  So
• 5:57
  in
• 5:57
  reality,
• 5:58
  your
• 5:58
  launch
• 5:58
  is
• 5:59
  really
• 5:59
  not
• 5:59
  just
• 5:59
  about
• 6:00
  a
• 6:00
  product.
• 6:00
  It
• 6:01
  is
• 6:01
  about
• 6:01
  the
• 6:01
  story
• 6:02
  that
• 6:02
  people
• 6:02
  get
• 6:03
  to
• 6:03
  be
• 6:03
  a
• 6:03
  part
• 6:03
  of
• 6:03
  and
• 6:04
  the
• 6:04
  relationship
• 6:05
  that
• 6:05
  they
• 6:05
  have
• 6:06
  built
• 6:06
  with
• 6:06
  you.
• 6:06
  Lesson
• 6:07
  number
• 6:07
  four
• 6:08
  is
• 6:08
  that
• 6:08
  attention
• 6:09
  has
• 6:10
  layers.
• 6:11
  And
• 6:11
  Taylor
• 6:12
  is
• 6:12
  absolutely
• 6:12
  brilliant
• 6:13
  at
• 6:13
  directing
• 6:14
  attention.
• 6:15
  Every
• 6:15
  announcement
• 6:16
  that
• 6:16
  she
• 6:16
  does
• 6:17
  is
• 6:17
  really
• 6:17
  clear.
• 6:18
  It's
• 6:18
  repeated
• 6:19
  across
• 6:19
  platforms
• 6:20
  and
• 6:20
  it's
• 6:21
  designed
• 6:21
  to
• 6:21
  reach
• 6:22
  people
• 6:22
  wherever
• 6:23
  they
• 6:23
  are,
• 6:24
  whether
• 6:24
  it
• 6:24
  be
• 6:24
  in
• 6:24
  Times
• 6:25
  Square
• 6:25
  or
• 6:25
  on
• 6:26
  Spotify.
• 6:27
  And
• 6:27
  it's
• 6:27
  really
• 6:27
  the
• 6:27
  same
• 6:28
  message
• 6:28
  repeated
• 6:28
  over
• 6:28
  and
• 6:29
  over
• 6:29
  and
• 6:29
  over.
• 6:30
  And
• 6:30
  here's
• 6:30
  what
• 6:30
  I've
• 6:31
  learned
• 6:31
  after
• 6:31
  working
• 6:31
  behind
• 6:31
  the
• 6:32
  scenes
• 6:32
  of
• 6:32
  launches
• 6:33
  is
• 6:33
  most
• 6:33
  people
• 6:33
  like
• 6:34
  to
• 6:34
  think
• 6:34
  of
• 6:34
  attention
• 6:35
  as
• 6:35
  binary.
• 6:35
  Either
• 6:36
  people
• 6:36
  see
• 6:36
  it
• 6:37
  or
• 6:37
  they
• 6:37
  don't.
• 6:37
  But
• 6:38
  really,
• 6:38
  attention
• 6:38
  is
• 6:39
  going
• 6:39
  to
• 6:39
  have
• 6:39
  layers.
• 6:40
  So
• 6:40
  there's
• 6:40
  awareness,
• 6:41
  there's
• 6:41
  consideration,
• 6:42
  there's
• 6:42
  decision
• 6:43
  ready.
• 6:43
  So
• 6:44
  you
• 6:44
  need
• 6:44
  to
• 6:44
  make
• 6:44
  sure
• 6:45
  that
• 6:45
  there
• 6:45
  is
• 6:46
  an
• 6:46
  opening
• 6:47
  for
• 6:47
  each
• 6:47
  point
• 6:48
  no
• 6:48
  matter
• 6:49
  where
• 6:49
  they
• 6:49
  are
• 6:49
  at
• 6:49
  in
• 6:50
  your
• 6:50
  business.
• 6:50
  So
• 6:51
  maybe
• 6:51
  if
• 6:51
  someone's
• 6:52
  in
• 6:52
  awareness,
• 6:52
  they're
• 6:53
  downloading
• 6:53
  a
• 6:54
  lead
• 6:54
  magnet.
• 6:54
  But
• 6:55
  if
• 6:55
  somebody
• 6:55
  is
• 6:55
  decision
• 6:56
  ready,
• 6:56
  they
• 6:56
  are
• 6:57
  joining
• 6:57
  the
• 6:58
  wait
• 6:58
  list.
• 6:58
  Taylor
• 6:59
  is
• 6:59
  a
• 6:59
  master
• 6:59
  at
• 7:00
  this.
• 7:00
  She
• 7:00
  gives
• 7:00
  people
• 7:01
  different
• 7:01
  entry
• 7:01
  points
• 7:02
  into
• 7:02
  her
• 7:02
  world.
• 7:03
  She
• 7:03
  doesn't
• 7:03
  just
• 7:04
  announce
• 7:04
  once
• 7:04
  and
• 7:05
  hope.
• 7:05
  She
• 7:05
  creates
• 7:06
  multiple
• 7:06
  touch
• 7:06
  points
• 7:07
  to
• 7:07
  meet
• 7:07
  people
• 7:08
  at
• 7:08
  where
• 7:08
  they
• 7:08
  are
• 7:09
  in
• 7:09
  their
• 7:09
  readiness.
• 7:10
  And
• 7:10
  for
• 7:10
  us,
• 7:11
  that
• 7:11
  means
• 7:11
  picking
• 7:11
  one
• 7:11
  or
• 7:12
  two
• 7:12
  channels
• 7:12
  to
• 7:12
  focus
• 7:13
  on
• 7:13
  during
• 7:13
  launch
• 7:13
  and
• 7:14
  going
• 7:14
  deep
• 7:14
  instead
• 7:15
  of
• 7:15
  wide
• 7:15
  and
• 7:16
  repeating
• 7:16
  your
• 7:16
  messaging
• 7:17
  over
• 7:17
  and
• 7:18
  over
• 7:18
  and
• 7:18
  over
• 7:19
  again
• 7:19
  without
• 7:20
  apology.
• 7:21
  We
• 7:21
  know
• 7:22
  the
• 7:22
  statistics
• 7:23
  show
• 7:23
  it
• 7:23
  takes
• 7:24
  between
• 7:24
  six
• 7:24
  to
• 7:25
  18
• 7:25
  times
• 7:26
  for
• 7:26
  people
• 7:26
  to
• 7:26
  hear
• 7:27
  about
• 7:27
  an
• 7:28
  offer
• 7:28
  or
• 7:28
  a
• 7:28
  product
• 7:29
  and
• 7:29
  to
• 7:30
  buy
• 7:30
  it.
• 7:30
  Okay,
• 7:31
  People
• 7:31
  in
• 7:31
  this
• 7:32
  economy
• 7:32
  are
• 7:33
  holding
• 7:33
  back
• 7:33
  even
• 7:33
  more.
• 7:34
  They
• 7:34
  want
• 7:34
  to
• 7:34
  really
• 7:34
  know
• 7:35
  they
• 7:35
  were
• 7:35
  really
• 7:35
  in
• 7:36
  the
• 7:36
  learn.
• 7:36
  There's
• 7:37
  a
• 7:37
  lot
• 7:37
  of
• 7:37
  things
• 7:37
  going
• 7:38
  on.
• 7:38
  Even
• 7:38
  though
• 7:39
  you
• 7:39
  may
• 7:39
  be
• 7:39
  sick
• 7:39
  and
• 7:40
  tired
• 7:40
  of
• 7:40
  resaying
• 7:41
  your
• 7:41
  message
• 7:41
  or
• 7:42
  your
• 7:42
  pitch
• 7:42
  over
• 7:42
  and
• 7:43
  over
• 7:43
  and
• 7:43
  over,
• 7:43
  the
• 7:44
  people
• 7:44
  in
• 7:44
  your
• 7:44
  audience
• 7:44
  are
• 7:45
  not
• 7:45
  getting
• 7:45
  every
• 7:45
  email,
• 7:46
  they're
• 7:46
  not
• 7:46
  getting
• 7:46
  every
• 7:46
  Instagram
• 7:47
  post,
• 7:47
  so
• 7:48
  feel
• 7:48
  free
• 7:48
  to
• 7:49
  kind
• 7:49
  of
• 7:49
  just
• 7:49
  repeat,
• 7:49
  repeat,
• 7:50
  repeat
• 7:50
  until
• 7:51
  you're
• 7:51
  absolutely
• 7:51
  sick
• 7:52
  about
• 7:52
  it.
• 7:52
  And
• 7:53
  I
• 7:54
  promise
• 7:54
  you,
• 7:54
  you
• 7:54
  are
• 7:54
  going
• 7:55
  to
• 7:55
  get
• 7:55
  better
• 7:55
  results
• 7:56
  the
• 7:56
  more
• 7:56
  you
• 7:56
  talk
• 7:57
  about
• 7:57
  your
• 7:57
  offer.
• 7:58
  All
• 7:58
  right,
• 7:58
  lesson
• 7:59
  number
• 7:59
  five
• 7:59
  is
• 8:00
  that
• 8:00
  launching
• 8:00
  is
• 8:01
  a
• 8:01
  long
• 8:02
  game.
• 8:02
  So
• 8:02
  here's
• 8:03
  what
• 8:03
  ties
• 8:03
  all
• 8:04
  of
• 8:04
  Taylor's
• 8:04
  launch
• 8:05
  brilliance
• 8:05
  together.
• 8:05
  It
• 8:06
  is
• 8:06
  that
• 8:06
  she
• 8:06
  is
• 8:07
  playing,
• 8:07
  or
• 8:07
  have
• 8:08
  playing
• 8:08
  the
• 8:08
  long
• 8:09
  game.
• 8:09
  Her
• 8:09
  drops
• 8:10
  work
• 8:10
  not
• 8:10
  just
• 8:11
  because
• 8:11
  of
• 8:11
  the
• 8:11
  tactics,
• 8:12
  but
• 8:12
  because
• 8:12
  the
• 8:13
  relationship
• 8:14
  she
• 8:14
  has
• 8:14
  built
• 8:15
  with
• 8:15
  her
• 8:15
  fans.
• 8:16
  The
• 8:16
  vault
• 8:16
  tracks
• 8:17
  the
• 8:18
  Easter
• 8:18
  eggs,
• 8:18
  the
• 8:19
  eras,
• 8:20
  everything
• 8:20
  that
• 8:20
  makes
• 8:21
  the
• 8:21
  fans
• 8:21
  feel
• 8:22
  part
• 8:22
  of
• 8:23
  something
• 8:23
  bigger
• 8:23
  than
• 8:24
  any
• 8:24
  single
• 8:25
  launch
• 8:25
  or
• 8:25
  release.
• 8:26
  For
• 8:26
  us,
• 8:27
  that
• 8:27
  means
• 8:27
  showing
• 8:28
  up
• 8:28
  consistently
• 8:29
  between
• 8:29
  launches
• 8:30
  and
• 8:30
  sharing
• 8:30
  your
• 8:30
  processes,
• 8:31
  sharing
• 8:31
  your
• 8:32
  wins,
• 8:32
  sharing
• 8:32
  your
• 8:33
  learnings,
• 8:33
  and
• 8:34
  creating
• 8:34
  rhythms
• 8:35
  for
• 8:35
  showing
• 8:35
  up
• 8:35
  in
• 8:35
  people's
• 8:36
  email
• 8:36
  inboxes
• 8:37
  and
• 8:37
  on
• 8:38
  their
• 8:38
  screens
• 8:38
  that
• 8:38
  they
• 8:39
  can
• 8:39
  count
• 8:39
  on.
• 8:40
  And
• 8:40
  when
• 8:40
  you
• 8:40
  do
• 8:40
  that
• 8:40
  and
• 8:41
  you
• 8:41
  show
• 8:41
  up
• 8:41
  for
• 8:41
  your
• 8:42
  community
• 8:42
  consistently,
• 8:43
  launches
• 8:44
  really
• 8:44
  stop
• 8:44
  feeling
• 8:45
  like
• 8:45
  a
• 8:45
  shock
• 8:45
  to
• 8:46
  the
• 8:46
  system,
• 8:46
  and
• 8:46
  they
• 8:47
  start
• 8:47
  feeling
• 8:47
  like
• 8:47
  the
• 8:48
  natural
• 8:48
  next
• 8:48
  step
• 8:49
  in
• 8:49
  the
• 8:49
  story.
• 8:50
  And
• 8:50
  people
• 8:50
  are
• 8:50
  going
• 8:51
  to
• 8:51
  be
• 8:51
  ready
• 8:51
  to
• 8:51
  be
• 8:52
  a
• 8:52
  part
• 8:52
  of
• 8:52
  that
• 8:53
  story.
• 8:53
  And
• 8:53
  just
• 8:54
  remember,
• 8:54
  every
• 8:54
  launch
• 8:55
  is
• 8:55
  building
• 8:55
  momentum
• 8:56
  for
• 8:56
  the
• 8:57
  next
• 8:57
  launch.
• 8:58
  And
• 8:58
  every
• 8:59
  relationship
• 9:00
  is
• 9:00
  going
• 9:01
  to
• 9:01
  deepen
• 9:01
  the
• 9:02
  opportunity
• 9:02
  for
• 9:02
  someone
• 9:03
  to
• 9:03
  buy
• 9:04
  from
• 9:04
  you.
• 9:04
  All
• 9:05
  right,
• 9:05
  so
• 9:05
  to
• 9:05
  wrap
• 9:06
  it
• 9:06
  all
• 9:06
  up,
• 9:06
  here's
• 9:06
  what
• 9:06
  we
• 9:07
  can
• 9:07
  learn
• 9:07
  from
• 9:07
  Taylor's
• 9:08
  approach.
• 9:08
  Her
• 9:09
  no
• 9:09
  Runway
• 9:09
  works
• 9:10
  because
• 9:10
  she
• 9:10
  spent
• 9:11
  years
• 9:12
  building
• 9:12
  that
• 9:12
  Runway.
• 9:13
  And
• 9:13
  for
• 9:13
  most
• 9:14
  of
• 9:14
  us,
• 9:14
  the
• 9:14
  Runway
• 9:15
  is
• 9:15
  what
• 9:15
  creates
• 9:16
  the
• 9:16
  readiness,
• 9:17
  and
• 9:17
  it
• 9:17
  is
• 9:17
  what
• 9:18
  is
• 9:18
  going
• 9:18
  to
• 9:18
  create
• 9:19
  the
• 9:19
  results
• 9:20
  in
• 9:20
  our
• 9:21
  launches.
• 9:21
  Number
• 9:22
  two,
• 9:22
  real
• 9:22
  scarcity.
• 9:23
  Authentic,
• 9:24
  genuine
• 9:25
  scarcity
• 9:26
  works,
• 9:27
  but
• 9:27
  fake
• 9:27
  urgency
• 9:28
  and
• 9:28
  pressure
• 9:29
  will
• 9:30
  backfire
• 9:30
  on
• 9:31
  you.
• 9:31
  And
• 9:31
  sometimes
• 9:32
  the
• 9:32
  most
• 9:32
  powerful
• 9:33
  thing
• 9:33
  you
• 9:34
  can
• 9:34
  give
• 9:34
  people
• 9:34
  is
• 9:35
  time
• 9:35
  to
• 9:35
  think.
• 9:36
  Number
• 9:36
  three,
• 9:36
  launches
• 9:37
  work
• 9:38
  best
• 9:38
  as
• 9:38
  experiences,
• 9:40
  not
• 9:40
  just
• 9:40
  sales
• 9:41
  and
• 9:41
  pitch
• 9:41
  events.
• 9:42
  Attention
• 9:42
  has
• 9:43
  layers,
• 9:43
  and
• 9:44
  remember
• 9:44
  to
• 9:44
  create
• 9:45
  entry
• 9:45
  points
• 9:46
  for
• 9:46
  each.
• 9:47
  And
• 9:47
  number
• 9:47
  five,
• 9:48
  I
• 9:48
  think
• 9:48
  I
• 9:49
  said
• 9:49
  number
• 9:49
  two,
• 9:49
  but
• 9:49
  that
• 9:49
  was
• 9:49
  number
• 9:50
  four.
• 9:50
  And
• 9:50
  number
• 9:51
  five,
• 9:51
  always,
• 9:52
  always,
• 9:52
  always,
• 9:53
  always
• 9:53
  play
• 9:54
  the
• 9:54
  long
• 9:54
  game.
• 9:54
  Every
• 9:55
  launch
• 9:55
  is
• 9:55
  part
• 9:56
  of
• 9:56
  a
• 9:56
  bigger
• 9:57
  story.
• 9:58
  All
• 9:58
  right,
• 9:58
  so
• 9:59
  let
• 9:59
  me
• 9:59
  know
• 9:59
  what
• 10:00
  is
• 10:00
  one
• 10:00
  lesson
• 10:00
  here
• 10:01
  that
• 10:01
  you
• 10:01
  would
• 10:01
  actually
• 10:02
  try
• 10:02
  or
• 10:03
  one
• 10:03
  thing
• 10:03
  you
• 10:04
  know
• 10:04
  you
• 10:04
  shouldn't
• 10:05
  copy?
• 10:05
  And
• 10:05
  I'd
• 10:06
  love
• 10:06
  to
• 10:06
  hear
• 10:07
  your
• 10:07
  thoughts.
• 10:08
  You
• 10:08
  can
• 10:08
  DM
• 10:09
  us
• 10:09
  on
• 10:10
  Instagram
• 10:10
  at
• 10:11
  the
• 10:11
  growing
• 10:11
  a
• 10:11
  deeply
• 10:11
  rooted
• 10:12
  business
• 10:12
  account.
• 10:13
  And
• 10:14
  if
• 10:14
  this
• 10:14
  episode
• 10:15
  shifted
• 10:16
  how
• 10:16
  you
• 10:16
  think
• 10:17
  about
• 10:17
  launches,
• 10:18
  share
• 10:18
  it
• 10:18
  with
• 10:18
  someone
• 10:19
  who
• 10:19
  needs
• 10:19
  it
• 10:19
  or
• 10:20
  a
• 10:20
  business
• 10:20
  bestie.
• 10:21
  Next
• 10:21
  week,
• 10:21
  Rachel
• 10:22
  will
• 10:22
  be
• 10:22
  back.
• 10:22
  We'll
• 10:22
  be
• 10:23
  talking
• 10:23
  all
• 10:23
  about
• 10:23
  launch
• 10:24
  strategy.
• 10:25
  And
• 10:25
  until
• 10:26
  next
• 10:26
  week,
• 10:26
  we
• 10:27
  are
• 10:27
  rooting
• 10:27
  for
• 10:27
  you.