May 13, 2025
The $338K “overnight” launch that actually took 10 years
By the Time You “Launch,” It’s Too Late
He got me.
The other day, one of my favorite YouTubers posted a video about how he did his first HYROX race with zero training.
Considering I busted my hump for 6+ months last summer/fall to train and compete in my first HYROX race last November, I couldn’t believe what I was reading…
In his video, he shares how he just ‘showed up’ and competed without any training — only to finish in a crazy record time!
That’s when it hit me…
He didn’t “just show up.” He’s been training for this his whole life.
The guy didn’t go from couch-to-HYROX overnight.
He competes in marathons, IronMans, etc. all the time. HYROX was different, of course, but the building blocks were there.
I’m not here to talk smack about his click bait (although it was). But this reminded me of an important lesson you can take away from my 2 recent successful launches. (No, launches aren’t dead and neither is online business.)
Let’s break them down:
My book took me 4+ years to write. It came out April 15 and sold thousands of copies in its first week.
My February Ultimate Bundle®️ launch was only 4 days long, and I made over $338,000+ in gross revenue.
On the surface, it looks like one successful launch took me 4 years, while the other just took me 4 days.
Because the truth is neither one took me 4 days or 4 years.
Just like my YouTube HYROX buddy, I’d been ‘training’ for those launches my entire life.
All of those infomercials I stayed up late watching as a kid trained my brain how to think about marketing.
The thousands of hours I spent going to college, law school, studying for the Bar exam, and being a practicing attorney helped me to become a better writer.
The health coaching business I started and promptly shut down in 2016 helped me to hit the ground running in 2017 when I started my legal templates business.
Starting the best online business isn’t just about the “3 easy steps” you take to actually start one.
Creating a great product isn’t just about some 3-week launch campaign.
Scaling a successful online business isn’t just about being in the right mastermind or buying the best online course.
Every single experience, job, hardship, failure, lesson, etc. you’ve had in your life are the ingredients to your current and future success.
The truth is that my 4-day $338k launch wasn’t amazing because of what happened during the launch itself. And my book wasn’t successful because of what I did during release week, either.
By the time I got to those launches, the hard work was already done.
It was all the stuff I did in the ‘boring’ months and years between these projects that marinated into success. Like gathering the freshest ingredients as you travel open-air markets around the world over the years, only to one day put them all together into the most delicious stew.
So what are those “boring” things? What things should you really be working on if you want to start and scale a successful online business that offers you ease, freedom, and flexibility?
I talk about exactly what you should be doing now to ensure tomorrow’s success in this week’s episode of my podcast, On Your Terms®️: LISTEN HERE→
Yes, I share some of the magic-bullet strategy stuff you’re looking for in the episode…
But I also talk about the “boring” stuff I know had a much bigger impact.
Just like all those boring, long Zone 2 runs that YouTuber does that probably feel like a snore…
It’s those slog-feeling moments that will lead to you breaking through to your next level.
Comment below and let me know what you think! I love hearing from you.
Chat with you next Tuesday! Now go listen to my launch recap episode. Can’t wait to hear what you think!
The Ultimate Bundle®
The go-to legal program for online business owners to get protected—14 DIY Legal Contract templates, ongoing access to the training and support, including all future program updates.
PS. People are always asking me how I’m so chill during what are “supposed to be” high-stress launches. What they don’t know is that all of the hard work should be done between launches, not during them. I spilled all my launch secrets in today’s episode. LISTEN NOW→
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