CEO Debrief: Behind the Calm of a 4-day $338k Launch

 What if I told you that your launches didn’t need to leave you feeling emotionally exhausted, like the launch equivalent to a marathon? What if instead they felt fun or even calm and super effective and dare I even say it, but easy. And I don’t mean easy as in like no work, but like easy?

In this episode i’m not just sharing a bunch of big, fancy numbers and goals that I hit. I am going to unpack the mindset and the strategy behind my most recent $338,000 launch and why it went so well, the strategy and the mindset that went into it, that made it just what I said before, fun, calm, effective, and yeah, pretty easy.

So it was Friday, February 14th, 6:00 AM on Valentine’s Day, and I woke up and did what I always do right away, I made coffee .The cart closed for my big sale in a little over 12 hours, and I was getting ready to head to Vermont for the next week. But here’s the thing. By the time I woke up at 6:00 AM on that cart close day, we had already made over $300,000 just since Tuesday.

 So I sip my coffee. Make my breakfast. Took Hudson for a walk of course, and headed off to the gym without honestly thinking about work at all. After the gym, I got ready for the day. I worked for a bit from a coffee shop. I created some future content, wrote my email for the next week, and I ended my Friday afternoon when I always do at 3:30 because I go off to get my medical massage to help my neck after having had brain surgery.

After I get done with my massage, I go home, I get ready. We take Hudson for another short walk, and then Ryan, my husband and I, we head out to dinner and when we get home a couple of hours later, I’m like, oh yeah, I forgot the launch ended a few hours ago. I check the numbers with a lot of curiosity and excitement. I still get excited about this stuff. Just don’t get that excited.

I brushed my teeth, did my skincare routine, and went to bed. I woke up on Saturday morning being like, Hmm, that was cool. Not because I’m not proud of what me and the team accomplished or anything like that, but honestly at this point, it’s just another day at the office.

So you might be wondering, what lets me be so chill about even talking about a launch like this, of this magnitude this way? But I would actually argue that being this chill is what allows me to have launches that are this big. I think that what makes these launches so successful and what we’re going to unpack in a lot more detail today is like one part mindset, right? Because you have to see challenges or like selling opportunities or creating a product, building your funnel, starting on a new platform to you, anything like that as an opportunity. Like you have to go into this stuff with a mindset of curiosity and like this is something you’re excited to tackle and you are excited to make it better over time.

 That has been one of the greatest, you know, keys to my launch success or sales success in general is just not putting so much pressure on like, this is the one big launch I have to do, or this is the one big sale opportunity, like this is something I’m going to work on over time. Right? So it’s that mindset. Plus I would say one part detachment. And working on my identity, like not attaching my identity to my income or my business success, not attaching myself even to an outcome. Not being like, this is the only thing that makes this launch successful and like deciding it’s in some number or something that maybe is outside of my control.

Another part of it is the strategy. So much of what we’re gonna talk about today, I won’t lie, we have a really good strategy that, you know, not only that happens during the actual launch itself, but that happens in the months and days and weeks in between. And I would say that it’s kind of like, if all of these things, if mindset, detachment, identity, and my strategy were all ingredients in a stew, it’s kind of like they all come together to make the incredible rich flavor of a stew when they’ve all been tended to and they’ve been allowed to simmer for a long time and meld together just like a stew.

 But if you tried maybe any one of these things in isolation, Hmm, not that great. Or if you tried your stew only after simmering it for five minutes. Hmm. Not that great. It needs time to build flavor. Right? So, so much of what we’re gonna talk about today is like. I want you to visualize, like pulling all these things together. There is no one secret. There’s no one, like if you structure your email exactly like this, then you’ll kill it. You’ll have an incredible launch. It’s going to take you pulling all of these levers. You know, working on your mindset, working on detaching from outcomes, working on not identifying only as an entrepreneur or with your, the outcome of your, you know, results and stuff like that.

 Working on your strategy, being a great marketer, being a good copywriter, like knowing which marketing levers to pull, which I think is my secret sauce, right. That you’re going to work on doing all of these things and you’re gonna work in them all kind of at the same time, and over time and together, that’s what’s going to lead to a really good launch or even just a successful business in general.

Okay. Now before we hop in to the four insights that I wanna share with you, of the things that I learned in you know, building up a a $338,000 launch and like why I think we were even able to do that. I wanna give you a quick, very quick launch recap of the launch that I’m talking about.

So this was my most recent launch for the Ultimate Bundle® of my signature program that gives you all the DIY legal templates you need. The trainings you need to start an online business legally, and then of course, support from me. And so this is my number one bestseller. It costs about $2,000 depending on, you know, whether people purchase a payment plan and they get an upsell and all of this kind of stuff. But that’s roughly speaking about how much.

So this was the launch that I just held at the very end of February, actually mid-February. It lasted for about four days. It only included one live webinar. Okay. I used to do like three. I don’t do that anymore. So I do one live webinar. Because what I’m learning is that for one, giving people all the choices, kinda like overwhelms and exhaust them.

But for me it’s also, it also makes it very difficult to plan the sale part of a launch. ’cause like timing wise, it just gets all like kind of messed up. So I have decided recently, like I really like just having the one webinar and then I’m gonna focus really hard on getting people to watch the replay who can’t come to that time.

So the way that I’m thinking about it is like. It, it’s, it’s a lot of me, right? Like I try to always think about like, where can I reduce me in the equation? And I’m the only one that can give the webinar until we come up with my clone, which is proving to be more difficult than I thought. So we reduced it to the one webinar thinking, okay, if the odds are if somebody can’t make this one me randomly picking, for example, I used to do a second one later in the day, like most of the people still couldn’t come to that one. So it was just kind of like me splitting myself, like doubling the amount of work when really if I could just do the webinar early, then I can just focus on getting anyone who couldn’t come live to watch the replay.

That has become a huge part of my strategy, and so if we don’t talk about it again. Make sure you hear me loud and clear, that like the replay part and, and going down to one webinar or one live event and then really just focusing on getting people to watch it again, um, or to watch it at all, uh, is key.

So I only hosted the one live webinar as I have now for maybe the last two launches. We had 4,065 people register for the webinar. A lot of those people came from my email list ’cause I have 47,000 people in my email list. But you have to remember that includes customers, people who have already attended the webinar, you know, people who don’t need this kind of thing. All that. So we got 4,065 people to register. Um, probably from that email list, from organic content that I post on social media, YouTube, Substack, you know, everywhere else, Instagram. Um, and then also ran paid ads on Meta platform, so on Instagram, Facebook, and the like. So that’s how we got the 4,065.

 We had, what is probably a pretty low show up rate for us even. Uh, yeah, I think this is a bit low for us, and I tend to not have super high show up rates, which I have some working theories about, but we only had about 18% of the people who signed up show up live. Now again, remember, because I’ve gone down to this one, one live webinar strategy, a lot of people sign up knowing that they can’t attend live. And I spend a lot of time in my marketing encouraging people to sign up regardless of whether or not they can come, because I know that either I will get them to watch the replay or they don’t need to watch anything, they just wanna buy the bundle, or now they’re just gonna be on my email list and I will get them the next time.

So that’s kind of the way that I think about it, is like, I just need them to sign up for this thing so I get them in the door. So we only had that show up rate of about 18%. But here was what was crazy about this launch that we have not experienced in previous launches. So for the people who signed up, um, who then came live, almost 11% of them purchased on the webinar.

That was huge. It was a huge, huge conversion rate. Conversion rates tend to be into like one, two, 3%. We often push five and six, which is like, that’s also extremely high for industry standards, but it was super high on the webinar.

One of the things I always do is play with things to give away if people come live, if people purchase while they’re on live. So you can always offer some sort of incentive or bonus, um, for people coming there. It’s kind of a double whammy because on the one hand it’s a great thing to offer. To get people to show up so you can improve your show up rate. And two , for the people who are there to take quick action, who, you know, the way I think about it is like if they’re already there, they’re probably pretty hot, you know, in terms of leads.  So that’s the way I think about it. This time. This really worked, one of the, um, one of the things we gave away for a certain number of people who bought by a certain time and all that was a signed copy of my new book. When I Start My Business, I’ll Be Happy. And that turned out to be a very enticing bonus.

So, I wanna keep going with this recap in the launch so we can get into the goodies. So remember how I said I really emphasize the replay? Well. I’m very happy to report that this time I had a thousand people watch or listen to the replay, which is a lot. Um, so that’s, that’s a lot. You know, you might think, okay, you got 4,000 people to sign up. That’s not that crazy ’cause not that many people showed up live. ‘but getting a thousand people to watch the replay is still pretty big. And what I find in my business, in my experience, is that I don’t even always need people to come to the webinar or watch it or watch the replay. In order to purchase what I offer is pretty straight up. It’s needed If you know you wanna start a business, if you know you need legal templates, you need the Ultimate Bundle®. So it’s not always required for people, but I worked hard to get people to watch that replay, and I really started focusing on making sure that the replay is available to people as a podcast episode as well, because I really wanna meet people with where they are. And if people are busy, I think about how else can I help them get this information, make it as easy as possible for them. That’s the way I think about it.

 So less than 48 hours after that first webinar, we had our fast action bonuses expire. That tends to be when we see a huge influx of purchases and we kind of see purchases slow down from there on in our launches. So we saw on that Wednesday we saw a huge influx of purchases and then all the normal bonuses in the sale in general ended that Friday, February 14th on Valentine’s Day. Um, and we saw fewer sales on the last day this year than we do normally, which I actually just heard the other day, is a trend that a lot of people are experiencing who run sales similar to the way I do. That’s also why I go in so good with having really good fast action bonuses and on webinar bonuses and like all that kinda stuff. ’cause I know that it’s just most important to strike while the iron’s hot.

So in the end of these four days, um, ’cause basically the webinar was at the end of the day on Monday so people had, from like Monday evening to Friday evening to purchase, we sold over 160 Ultimate Bundle®s. I think it actually ended up being quite a bit more than that because often what happens is people sneak in a day or two after the sale ends ’cause they were away or sick or something like that.

And we also had a 46% conversion rate on upsells. So, these are those, you know, the, the digital product equivalent to the chewing gum being at the checkout of your grocery store. So it’s a little something that’s an easy, quick reach, usually an easy, quick win that they can add on. At checkout, they range from $97 to $197, and so that 46% conversion rate on the upsells was a huge, huge revenue boost.  So all of that to say that’s what led us to make over $338,000 in those four days.

 Okay, so let’s get into the top four insights I had from this launch. Insight number one, it’s not what you do during a launch, it’s what leads up to it. In other words, it’s what you do between launches. If you’ve read any of my stuff, heck, if you’ve read my book, you know that I talk about how those periods in between launches, like that down slope, kind of in between a rollercoaster is the most important, um, time. I think that by the time the launch comes, it’s kind of too late in a sense. And so it’s really about focusing on those between times.

I also wanna make sure you know that as we’re talking about launches today, and I, I am in this case talking about a traditional live launch, you know, something that comes with a webinar, you do it over a series of days, whatever. This, like everything I’m talking about today can be applied to any other kind of launch, any other kind of live event. It can also be applied to like what I call sprints. So like times in your business when, let’s say you take two or three weeks and you’re gonna focus on one offer that you have and really try to increase sales for it, right? So you can apply everything I’m saying to that you don’t have to do these kinds of launches if you don’t want, so. I know that in general, no matter how you’re doing it, you want a successful launch or a sale, but what you really need is to actually refine your marketing strategy and simplify your business systems.

 So a lot of people think that successful launches come from the launch itself, right? Like I mentioned earlier. But the truth is that big launches are built in the boring months, the months between the launches or the months when you’re not launching the months leading up to a sale. It’s sort of like bringing an orchestra together. Like I think of it this way, right? There’s all these different instruments like I was talking about earlier. There’s mindset, there’s strategy, there’s messaging, there’s visibility. Like there’s, there are all these things and you couldn’t just throw like your orchestra people all in a room together and just yell like. “play.” Like everybody just “play”. Right? That’s not how it works. It takes time to, like, there’s a whole reason there’s a conductor. I kind of think of you as your businesses conductor, your launches conductor, and like you’re getting better at, better at learning when like, you know, if I can visualize the conductor, like waving her hands and the air and thinking like, I need more drums. I need more of the violin. Like I need more of this thing. Right? And you get better and better at, actually like tuning in to what’s going on in the launch or in your business, in your marketing, even in your industry or, and, and in our industry, right? As the, in the online business industry of being like, oh, I’m really seeing this thing work or not work anymore.

It almost takes you being that conductor and really paying attention and becoming attuned to what’s going on around you in your business to pull it all together. It’s really not just about setting up a thing and forgetting about it. Right. What do you do in the boring months that lead to these big launches?

 Well. For one, I, I kind of take a one two punch approach. So months before you’re going to launch something or put something on sale, you should be planning that launch or sale, right? Months and months in advance. And then at the same time, you need to be really focusing on what I call your discovery strategy or in your marketing, right?

So you need to be thinking about how can I get as many new people in here as possible and familiarize them with me and my product without selling, like straight up selling. You know, unless you want to, but without selling to them straight away, right? Just getting them familiar with you, knowing, liking and trusting you and knowing what it is that you sell so that you kind of reduce some of the friction by the time you go to offer this thing for sale.

So they’re not like, oh, wait, what is it that you sell? What do you do? Like, oh, I didn’t even know that you were a lawyer who sells legal templates. Like, no, no, no. By the time we get to the sale, my people know I’m a lawyer, who sells legal templates, who helps people legally establish their businesses, and they know that the Ultimate Bundle® is what I’m known for, and that generally speaking, this is what it, its, right.

 So I’m focused on that discovery strategy of getting these new people in there and, and familiarizing them with who I am and what I do. More than anything, I focus on building my email list because that’s then going to be the primary place where I’m going to sell to them. Right. So it’s kind of like, I want you to think of the, this time period, these boring months in between the launches like you’re inviting people into a room where you’re going to hold a big party. But right now we just need to pack the room. Like just get as many of the right people for the right party. So like. You know, if you’re holding a dance party, make sure we’re getting people who like to dance. You know what I mean?

So you wanna get all of these people in the room and it’s like, imagine they come into the room and they start seeing some, maybe some advertising. Maybe you have somebody teaching some dance classes. You’re like starting to familiarize them with some different moves, you know? And then at the end you’re gonna hold like a huge dance party that brings it all together. That’s the way I think about launches.

So for us, in what we do, the way that I think about this, as I always say, all roads lead to the email list. So in these down months, I always think about what is, you know, the way that I can get, if I’m creating content or doing something, how can I get these people on to my email list? I prioritize that in the forefront of my mind, in the forefront of my strategy. That is the focus day in and day out.

 So when I create content for platforms like Instagram or YouTube or here on my podcast, I’m creating during this time more discovery content, or I have discovery calls to action like getting that person onto my email list. But really I’m thinking a about it from a content perspective of like, how can I find the people who are ultimately going to need what I’m about to sell them in a couple of months?

During this time period, discovery and gaining new leads is key, especially the more that you run sales or run launches because essentially if you’ve already just run like your list, for example, through a launch, after that launch, I, I immediately switch back into this discovery mode because I think, okay, now I need to get new people because this group of people just said no, right? Or they either purchased or they said no, or they ignored it.

And some of those people who said no, they said no ’cause, it wasn’t the right time, so they will purchase the next time. Some people said no, and they will keep saying no. And so I need to find new people. I need to replace the people who just purchased it. Essentially, I’m looking to go out and find new and more people who are just like the people who just bought in my last launch.

 So it’s this constant cycle of like discovery. Um, so getting organic content out there, running ads, maybe even, or even, you know, not. Not paid ads, but like collaborations and shoulder opportunities where you’re, um, audience borrowing and just getting yourself advertised in front of other people, new people.

It’s that phase of discovery that goes into a phase of nurturing, right? So we’re now showing up consistently. We’re emailing them every week. We’re producing long form content and then we try to convert them. We try to make a sale. We launch, we do that whole thing. And then when that is over, we go back into discovery mode, new people, organic content ads.

 So it’s, it’s just this really cyclical thing. During these boring months, I also nurture my email list a lot, and I nurture my current audience a lot on every platform. I make sure that people are getting a lot of valuable content, um, from me during that time. If I create any new freebies, for example, as a method to, for new people to discover me, I make sure my current email list gets that freebie right away for free without having to go and click through something or sign up for something or anything like that. And I talk a lot about my product to build familiarity and make it easier for me to sell once I get up to the launch period. So that’s insight number one. It’s really not what you do during the launch. I honestly believe that the success of a launch is made in those months leading up to it.

 Insight number two is that discernment is. Key. So just because your launches go well, or when you make a lot of sales, for example, it doesn’t mean that you just have to run more of them, right? So if you run, one really good launch and you’re like, okay, now if I just did this six times a year, they would all be like that.

But part of why mine goes so well, and especially it goes so calmly, is because I don’t overdo it. And I mean that in the sense that I don’t run them a lot, right? So usually it’s max two a year of these kinds of launches, like live launches with a webinar, which also helps to not tire out my audience or make it so that people are just like, oh, she’s selling the same thing all the time so they bounce. Right? And I work hard to get enough new people in, like we just talked about in Insight number one. That by the time I launch again, there are a lot of new faces for me to launch too, which is why those boring months are so key. But I also don’t overdo it from a place of the actual launch itself, like I keep my launches very simple.

 Over the years, I’ve found that the launches didn’t need to be nearly as long as I used to have them. I think that it not only tires out your audience, but I can also understand. Why it tires you out as the creator, which then makes it hard for you to show up with like sustained positive energy the entire time.

And so the way that I think about it is, like for me, for example, five days is like a nice solid time period where you open something on Monday, you close it on Friday. And I can sustain my energy for that entire time. I also know now what works, and I hone in on that and I do repeat that. Um, we’re, which we’re gonna talk about in insight number three, about like, there’s a certain level of repeating, but also improving.

And so I, I know what works and I hone in on that and I know that it’s important, like I said earlier, for people to watch the webinar. Um, and so my goal is to get them to attend or to watch the replay, um, to make it more accessible, like an audio version, for example. I also decided to make my launch primarily email focused.

 I think that people tend to buy from email, especially if you have a price point that’s relatively similar to mine, um, or not a really low ticket or something like that. I think that it’s not only easier, probably a little impossible just to get them to purchase through social media. I also think that buyers have become savvier and they tend to know a bit more about what’s going on. They, they want, they’re a little more skeptical of people in the online business industry, which is, you know, valid and warranted. And so I think that even if somebody sees my content on social media, they’re gonna click over at least, and, and go to my website, or go on my emails or like my podcast, they’re gonna do something that’s a little bit deeper.

So I tend to keep, especially the sales part, very email heavy. Um, and one of the reasons why I can do that is because of how much I focus on building my list in those in-between times.

 And if you’re hearing this and you’re like, well, yeah, you can do that because your email list is really big, you have to remember that my email list didn’t get this big by accident. It got this big because I focused on it. And so if we always maintain that attitude, the email’s not gonna get any bigger, right? So that’s why we need to like simultaneously be focused on tightening your marketing strategy to make sure that all roads are leading to the email list as much as possible so that you have more people to sell to when your launches come because the the, I think the truth is that most of the sales are coming from your emails or would come from your emails. It might be why your sales are low right now. And so we need to get more people there in order to sell to them. Even then, obviously your emails have to be tight. They have to be, you have to have the right messaging, you have to know your customer voice like the back of your hand like I do, and so it’s very, this is like something that really takes a lot of practice and time and I don’t know, like repetition, I guess to, to even have enough data to understand what works and what doesn’t and why.

 I also keep a pretty tight social media strategy with more of an emphasis there on engagement and community and like spreading the word that the bundle is on sale and then leaning into the visual elements of social.

Like I try to use the individual platforms for what they are. So like Instagram is a great place, for example, for me to show the behind the scenes of what it’s like to be a bundle member or literally the inside of the bundle and show you what it looks like. Because in email I can speak more to like your emotion and and logic, and I can do future pacing and I can talk about the features and benefits and all the things it’s gonna do for you.

And I can showcase some of the results and the FAQs, like stuff that’s better in writing, right. But I try to use platforms like Instagram to be like, what about this platform? The way that it allows us to share content would be the best way to get like the bundle in front of you. Right? So that’s how I think about it.

 And now I could, and it would’ve been easy for me years ago to say, Hey, these launches, they go pretty good. Like why don’t I just do this a million more times? Like I would make, if I did 10 more, I would do 10 more times revenue. It’s not really how it works for one And two is like, this is where you get to choose what kind of business that you have.

I like to have a very simple. Chill, evergreen business. My business doesn’t rely on these live launches. I had a business for several years that didn’t have any live launches. I just had an evergreen funnel. Now I have both, and it’s kind of my way of finding this cool balance of being like. Hey, I do think it’s helpful to have a live element and sprinkle in something a little fun and different and connect with, um, the people who want to learn from you.

And that’s not how I wanna live my every month or every quarter. So I think doing it twice a year works for me. Like that’s where you get to use discernment to figure out what works for you and how do you wanna run your business? How do you want it to feel? How much of you do you want it to require, right? And so I just make each, uh, launch better by taking away lessons from it, like what we’re talking about now and like what went well, what didn’t go so great, what I would change next time. What I really see working. And I always build in a little room as we’ll talk about in a second for experimentation and seeing where I can stretch a little bit and try something different and some of those go really well. Other times they don’t. And then I think about why they didn’t go so great. So I just focus on making these launches better, and I have solid evergreen systems in place in between so that I make good revenue even on the non launch months, right? Because the truth is most months I’m not launching, and so I still need to make decent revenue to keep the business running.

 So I have an evergreen funnel, you know, and I focus on only creating evergreen content that leads to that top of funnel. And my funnel works great still in 2025. So that’s kind of how I maintain this balance, and I use my discernment to be like, this is what works for me. Of course, I’ve thought about other opportunities. Of course, people have brought things my way. People have proposed things I like. Hmm, I could, but this is where I get to discern and say, Hmm, I don’t want to.

Insight number three is that you have to find some sort of consistency versus experiment balance. So like I just mentioned, I reuse what’s working because, well, I. That kinda makes sense to me. Like, if this launch is working, why? Why mess it up? Right. And I get that things are changing in our industry and I can feel and see some of the differences, but overall I’m finding that the basics still work.

And so I’m on the one hand like, oh, I’m not gonna change this thing if it’s still working. And on the other, I always try to look ahead and try something new. So I would say that like pretty much every launch I try something a little new.

 Like this last launch, the one we’re talking about, for example, we experimented with closing the cart at 9:12 PM Eastern. For one, it can be helpful to just choose a random time ’cause it sticks out a lot. You know, more to someone than if everybody’s just used to hearing midnight and, but then everyone thinks that it’s midnight Eastern, Pacific Central, like wherever they live. So it was a little bit easier for us to be like 9:12 PM Eastern.

So, I think that was too early. For example, like we cut it a little too early because we tend to get a lot of last minute sales and I think we cut it off too early. So that was something we experimented with and it was like, uh, good thought process. Like, I like the idea of it being random ’cause I think that that did help people remember it, but I think it was just a little too early. So I’m okay experimenting with things. I’m actually trying something really cool in my next launch that I’ve never done before. So you’ll have to send me a message on Instagram and let me know if you want me to report back on how it goes.

 I can’t really tell you what it is yet because it has to be an experiment and I have to see how it goes first. But I’d be happy to talk more about kind of like how I choose what to experiment while also keeping the general structure the same. So I just wanted to mention this insight because there’s a bit of a danger as a founder in like only continuing to do the same thing that’s worked for you for a long time and not testing or experimenting anything new. And I’m always experimenting my business for everything from my newsletter to my funnel, to, you know, social content, whatever we’re doing. So the same logic applies to my launches.

Insight number four is that for my launch strategy itself, I take a bit of a everywhere, everything all at once approach. So I did the same thing with my book launch. I like to think about my launches as like, you can’t escape us essentially, like you are, you’re gonna get our ad, you’re gonna get my email, you might see something on social.

 You’re gonna see me on a podcast, you’re gonna hear my podcast, you’re gonna see my blog post. Like, I just like thinking about it from kind of like a holistic marketing perspective. So I kind of plan my marketing launches like. An infinity chart, like a floating bubble chart that’s like in an infinity symbol.

And in the middle you have the thing that you wanna sell. So like for me, this would be like the Ultimate Bundle® is in the middle, but then around it through the infinity symbol, you have all these different strategies and tools that you can use that all flow to the same place to your product in this case.

And so some of those tools, what, what are those tools? Some of those might be, for example, your email list. So this is email marketing, right? Sales emails that are going to your email list. Um, about this sale. So usually this is a set structure, like in my case for example, it’s five days worth of emails that have a very specific structure and tone and we hit on certain things and like accomplish certain things in those emails, right? So that’s one little bubble on the infinity sign.

 The other is my webinar or your live event, whatever you’re gonna have. But in my case, the webinar, because that’s where I’m gonna connect with people, offer more value and probably really make people see the value and like that they need the thing that I have to offer.

Then there’s my long form content, like things like YouTube and podcasts. I find my podcast, this podcast for example, tends to be a very high, what I would call conversion tool, um, in my business. So it hasn’t. Uh, been quite the maybe attractor tool that I originally thought my podcast would be, but my podcast has nurtured my current audience enough that I see huge returns on then who ends up purchasing for me or maybe wanting to buy my book or some other thing, right?

So I focus on that long form content. Another bubble you have on that infinity is a short form content bubble, right? So there’s social media, um, depending on whatever platform you’re on, that might be video, um, like reels or tiktoks, or maybe you’re prolific on threads or X or something like that. But your short form content is another great way to get in front of people during your launch.

Maybe you’ve got an affiliate strategy going that’s not always necessary, and it’s definitely not something I’d focus on until later on. I go back and forth about affiliate stuff. But yeah, affiliate stuff can be, um, part of it.

 Another big bubble is ads because if you do paid ads, and it’s not just on meta, right? By the way, you can advertise in people’s newsletters. You can sponsor their podcast, you could sponsor a conference. Like there, there are all kinds of things you can do. But ads are a great way to get in front of other audiences.

And so the way that I think about it is like I look to people who I know my audience probably also consumes content from, and I try to advertise in their newsletter or on their podcast because again, I’m thinking of this everywhere, everything all at once, approach. So they’re gonna see like my email, and then they’re gonna see a blurb in so-and-so’s email who they also like and respect.

And now they’re just like, dang, I this girl, I see her everywhere. And so that’s, that’s the way I like to think of it.

 Last but not least, the other part of your, you know, the bubble on, on this infinity everywhere, everything all at once approaches. Could be either influencer outreach, depending on what kind of, you know, if you have a product, for example, you could send them something.

Um, or it could be like shoulder collaborations. Like maybe you go on a little bit of a podcast tour and you ask that your podcast episodes all get released on this week, um, that your product is going to go on sale or the week before your product’s gonna get on sale, so that you create, you know, you have some new eyeballs in your community before you run a launch.

I wanted to remind you too that I actually have a Substack I’m planning to get back to, but after the book, but I have a Substack that, um, where I’ve actually done a four-part launch breakdown of the last, the two launches I did ago, um, in late fall October of, um, 2024. And I really walked you through kind of more step by step of the actual strategy steps that I took for that launch itself. In this one, I wanted to take more of a holistic approach and talk through some of the different strategies and the approach and the down months and all of that kind of stuff.

 So you’ll have to let me know if this episode was helpful for you to hear it in this way, if you found, found this helpful or inspiring, my dms on Instagram are always open at @SamVanderWielen, or I would love for you to hit reply and send me an email. I’ll go ahead and drop a link in the show notes down below to my Substack so that you can read that four part launch, um, series as well. If you find that helpful.

I also wanna go ahead and drop a link down below to make sure you get my weekly newsletter, Sam Sidebar. It’s my free newsletter that over 47,000 of your online business peers get every single week in their inbox filled with my insights and tips on how to build a profitable and protected online business so just click the link down below, um, to get my weekly email starting now.

With that. I thank you so much for listening. I’ve missed podcasting lately. Podcasting is like my favorite thing to do in my business, so I hope that this episode was helpful. I can’t wait to hear from you and what you thought. If you think a friend would find it helpful, go ahead and forward a link to this episode to them. Now. With that, I can’t wait to chat with you next week.

Thanks so much for listening to the On Your Terms® podcast. Make sure to follow on Apple Podcasts, Spotify, or wherever you like to listen to podcasts. You can also check out all of our podcast episodes, show notes, links, and more at samvanderwielen.com/podcast. You can learn more about legally protecting your business and take my free legal workshop, Five Steps To Legally Protect and Grow Your Online Business at Samvanderwielen.com and to stay connected and follow along, follow me on Instagram at samvanderwielen and send me a DM to say hi.