Why skipping live launching is no longer an option (I’ll die on this hill)

While I absolutely believe in building a business that isn't dependent on being constantly “on”, I think far too many coaches and course creators are trying to skip the very thing that gives them the information they need to make evergreen, passive and automated sales systems actually work.

Because here's the truth...

Live launching isn't just about making sales. 

In this episode, I'm unpacking why live launching your offer regularly is a non-negotiable in 2026 (even if you want to be working part-time hours).

I'm breaking down the 10 ripple effects that happen every time you launch and share why one of my client's "unsuccessful" launches ended up giving us more valuable data than a six-figure launch ever could.

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Transcript

SPEAKER_00 0:02

Welcome to Launch Loud, where online coaches come to build iconic personal brands, create year-round demand, and fill their offers with their content. Launching loudly and proudly to six figures and beyond. Hello, hello, and welcome back to Launch Loud. My name is Brittany, and I am your host. And I'm very excited as always to talk about this topic. If you can't tell by the title, this is a hill I will die on. And this is something I have certainly spoken about in a variety of different places and in and in different ways. And I obviously the topic of the podcast, but obviously I'm someone who is very set on the fact that launching and launching loudly, proudly, and regularly is such a important and integral way, I believe, to grow your business in the online space. And I have many, many reasons for that. And I speak to a lot of the different reasons about that in a variety of different episodes. So if you are kind of kind of wanting to know more about, I guess, my launch ethos, I suppose I will go into that. But I do have a bunch of older episodes about launching. One of my more recent ones is really how to launch if you are still kind of in the done for you one-on-one space and you're not fully able to take the leap into, you know, course, course world or online coaching world. I've also spoken about my own launch process. So what that looks like from a strategy and planning perspective, from a self-care and mindset perspective, um, all things like all types of launches as well. So, you know, launching without a webinar, launching with a webinar, uh, launching and keeping it really, really simple, launching and doing the whole three-day spectacular thing. So I have watched lots of past episodes on that um topic and all different facets of launching. But specifically what I want to talk about today, because again, I think it's just so timely with everything happening in the online space. We have things like, of course, Jesse Jean and the Yap Challenge, you know, uh a multi, multi-million dollar. Sorry, probably not multi-multi, but uh a multi-million dollar uh launch. Um now, two launches. Um, and another uh person that I really wanted to also call out is Dr. Nikki Sweeney. And she is um just the like absolute AI guru. She is my go-to um for all things AI because she just has just all of the right level of expertise and she's just not jumping on the bandwagon of AI for the sake of it. Um, so go check her out for sure if that is something that you're wanting to dive into more. But she also has had a million-dollar launch in this past month. I'm recording in the first week of July now, but uh in June she had a million-dollar launch. And it's just, it just goes to show, and it's not always about those million-dollar results, but it just goes to show the power of this strategy and this process and really what it can do for your business. And specifically, what I want to talk about in this episode is what it can do for your business beyond just the revenue, because that can obviously be the alluring reason for people to run launches throughout the year. And certainly, it's great to have that cash injection and and to plant those into your calendar throughout the year. But I want to talk about why skipping live launching really is no longer an option, even with so many automated, evergreen different processes and systems and strategies out there. And yeah, kind of get into those key reasons on on how it can really transform your business. Um, and why I will it for as long as I'm running business, I I won't ever be not launching. Even if it's reducing that down, even if it's switching into a more lo-fi strategy, launching will always remain a part of my business. Um, and I just think that is so key, especially if you have a personal brand-fueled business, um, and of course, then an expertise-based business. So you have one type of one-to-many offer, uh, whether that is a membership, a course, a group coaching program, a mastermind, anything at all where you are packaging up your IP and selling it. I really believe that this strategy, live launching, is just uh an obligation, if you will, just to be dramatic about it. And the reason why I say that now is because, and this is not new, but for it feels like years, we have all been sold like the evergreen, hands-free, sipping margaritas on the beach pipeline dream. And every, you know, there's there's all types of funnels and there's all types of low-ticket, uh, you know, juicy, shiny object strategies that we all see. And it's funny because I see all of those things all the time, right? I'm I'm spending a lot of time online. Uh, I'm on Instagram a lot, I'm absorbing a lot of content, and I see all of these really fantastical, sounding amazing um strategies that I'm like, wow, that that does sound really great. I would love to sell my $29 low-ticket offer and then have absolutely else, like nothing else to do in my life and just let that roll in through my Strap account while I do nothing. Like that does sound great. Um, but is that actually feasible? And does that, like, what am I not kind of understanding about that? Because if that was the case, I think we would all be doing it. And I have worked with a lot of coaches who are truly incredible business owners, um, incredible coaches, of course, um, incredible at what they do in terms of their expertise, but also incredible at growing and scaling their own businesses. And not one of them, not one of them has done that with their low-ticket offer as the main funnel or the main, the main vehicle in that growth, right? Sure, it can play a part in the business at some point, but they are not running multi-million dollar businesses because of a $29 low-ticket offer funnel. They are able to do that through a mid to high-ticket group program, whether that is a membership or a um mastermind or a coaching program, anything along those lines. And they are regularly live launching. So regularly, um, that I have a mentor. She uh is launching, um, well, running a webinar star launch uh once a month. She's actually aiming to get that down to fortnightly. So she'll be doing a fortnightly webinar. Um, and then I know other coaches who are either colleagues or friends or people I'm just observing because I I am such an observational person in this way. Um, and I always notice when someone is launching, I see people doing it more and more regularly. They are either running webinars or they are doing some type of public campaign to sell their offer. They are not just sitting back and letting people find it on their website. And I find that again so interesting when we are all chasing in such a like, you know, AI automated world. You know, how can I make my business more evergreen? How can I stop launching? How can I go completely hands-free? And while I also believe absolutely in building a business that is not dependent on constant live launching and constantly having to post every single day and constantly having to be on all the time, I do believe that a lot of business owners that are kind of stuck, again, they're not quite able to fuel their business with their coaching program offer or their one-to-many offer, um, or they're just not ever able to scale it above a certain amount of revenue per month, is that they are trying to skip over the thing, the very thing that will give them the information they need, likely to make more of the evergreen side of their business actually work. And that's why I've always been really um clear and transparent about the fact that uh majority of my revenue does come through my live launches. That is where I make the bulk of my sales, but I do also sell in other ways. I've always advocated for a hybrid sales model and not just relying on one or the other. So that is to say that because I am such an advocate for live launching does not mean that I do not have evergreen sales systems or other processes of selling my offers also set up. Um, and transversely, if I was mostly relying on my evergreen funnels to launch, uh, to sell, sorry, I would still be launching publicly, even if that was just twice a year. And there's many, many reasons for that. But ultimately the reason is is because live launching is not just about making sales. That is obviously the great part. Um, and we we love, again, those cash injections into our business. We love when we can bring a cohort or a large group of clients into a program at once. Um, and I'm gonna go into more of these reasons later. Um, it's exciting and there are lots of pros to it, but I think a lot of the time, especially if we're kind of initially getting into it, and it can be easy to even fall into this trap when you're, you know, quite launch, well, quite well experienced with launches, that you're just kind of looking at the bottom line and the sales and the revenue when we forget about all of the data that it can bring us. Now, I have run all sorts of launches by this point in my business. Um, when I first got into, you know, course world, um, I did like a beta foundation pilot, whatever you want to refer it to, type of launch, which was very like shaking the tree of my existing client community base. Um, it was still launching, I was still publicly selling spots, um, sending emails, I was still posting, but it didn't really have all of the bells and whistles. It was no sales page, very, very simple. Um, I've since then transitioned into webinars and I've done multi-day challenges. I've done, you know, content and email only style campaigns that are very just like pop-up style, um, you know, for for the low mid-ticket offers. Um, I've done close friends Instagram story campaigns. So everything's behind, you know, an access point on close friends, and I've sold out my offers that way as well. So I really kind of have tried and dabbled in a lot. I'm not saying I've I've done it all, um, because I don't think we really can do every single type of strategy out there, but I have mixed it up and I have loved adding that variety into my business as well when it comes to launching. But if I had just looked at the Stripe notifications and the sales that I made from each, I really would have missed like a lot of the real value that I got in them. And I don't do that. And I am, I'm such a data nerd that I I love to analyze and debrief on every single launch I run, whether it is something simple and I'm just sending out a series of emails over a certain time period and I'm getting really dialed in on my content, or it is something more elaborate, like a webinar, which I do run now regularly my business. Um, but this is really where I'm I'm so passionate. And I don't know if you can tell, but I'm really so like gun-ho on explaining to people like when you know what to look for, when you know what data to collect, when you know what data to analyze, you can learn so much. And there are so many ripple effects that live launching can give you outside of just the cart open, cart closed period in which we normally focus so much of our attention on. And sure, during that point, that is where I would want all of your attention to be. I want you to be focusing on, okay, what content is going out, who are my leads, what are my targets, what are my benchmarks, what I would, what am I working towards, what does my audience need to hear? What do they need to see? What do they need to believe? And how can I get the sales across the line? During that period, it's like running a marathon. That is your that is your focus point, right? But what we don't consider is okay, now that I've closed the cart, whether it was a huge success or kind of an okay launch, or, you know, not ha at all how I expected that to go, it's important that the actions after that are informing what you do next. And if you have, in your pre-launch and during that open cart period as well, really built up the momentum correctly, you should have an overflow to be able to work with. And that overflow is a bunch of different things. So I wanted to talk about again the ripple effects and of course that overflow, which can further support you in how can I make more sales from this? How can I leverage this momentum that I've created and how can I learn from this? So I have 10 specific ripple effects that I want to share with you and speak to each one because it's again so important that we are not kind of just like, oh, being like, oh, that's so outdated, no one's doing that anymore. When we clearly know in front of our eyes how many people are launching and launching successfully, yes, there are a bunch of different ways to do it. You can go all content, all email, you can add a webinar in, you can do a challenge, but we can't deny that this is still the like tried and tested way to sell an offer, because of course of all the set like sales psychology and bipsychology in there. Um, but truly just the mechanism, I don't think will ever go out of date. There are things we can shift and change and adapt to an ever-changing market and audience's attention spans. But at the end of the day, that these pros um just simply give us so much more than what an evergreen funnel or more passive sales processes could give us. So I'm gonna get into them. Uh the first one is this kind of authority element and giving your expertise and your authority visibility. Now, traditionally, and when I speak about evergreen funnels, what I'm typically referring to, just for the sake of like clarity in my in this episode, what I'm typically referring to would be a traditional evergreen funnel where it's likely that you have a recorded masterclass or some type of lead magnet-esque type thing that's a little bit more robust than a typical lead magnet, that then is like the tripwire into a bunch of sales emails of the offer that you are selling. So when I kind of speak about bringing your authority to center front instead of hiding it behind tripwires, that's what I'm talking about. Because a lot of the time we have these amazing lead magnets, these amazing uh masterclasses and workshops that we have and they exist, but someone has to sign up and exchange their email to join and see it. And if they do, that's great. They do get to experience that and then they go into the funnel. Ideally, they would buy the offer. But with a live launch, yes, there is still usually the exchange of email for either access to a lead magnet or, you know, the ability to register for a masterclass, but that also gives them additional exposure that they wouldn't normally have and more touch points with you because you are bringing a lot of that content not just in the webinar, but into your actual content strategy on the front end of things. So to promote your webinar, you're typically talking about the talking points of your webinar and what you're gonna be teaching them and learning and they're gonna be learning about and where all of this expertise comes from, why they should learn it, why they should understand it. They're throwing in more things like case studies. And a lot of the time, with again, we know attention spans are so short and everyone has such limited time available and limited capacity, that if someone is not making it all the way through your evergreen funnel masterclass, um, they won't ever see those things. So when we do a public live launch, your expertise really becomes center-front. Yes, ideally, great. Maybe you have a webinar too, but your content, your emails, all of those touch points, people are really seeing you as the expert. And that is again why I'm so passionate about this, because we can't save things on the back end of Tripwires for people to learn how brilliant you are. It needs to be clear from your content, from those initial touch points with you. And that's really why I believe live launches are so important, at least at a minimum, twice a year, for that visibility on your authority and positioning yourself as the true expert you are, specifically when it comes to one-to-many offers that are expertise-based. The second thing is that it simply just creates buzz and it's gonna fuel FOMO and momentum naturally because there's a timeline. This isn't really anything, you know, game-changingly new that I'm saying here. But when you have a live launch, you obviously have the pre-launch runway that's creating a lot of momentum in the lead up, a lot of anticipation. Um, and then you have that period of time where the offer is on the table. Um, and naturally people are observing. And if you are sharing, hey, I had, you know, three sales today, or five people joined the membership, or whatever it is, when people are observing that, that just naturally creates FOMO. And it does give people incentive and reason to join now versus waiting. Um, that of course, things like early bird pricing or exclusive bonuses or limited time elements, that contributes as well. But when you have a timeline on something, people are naturally going to want to keep up with that. And it drives a lot of action as opposed to kind of maybe again sending someone down through a passive evergreen funnel. They're on their own timeline. Yes, they might have, you know, 72 hours to take you up on this discount or this offer, whatever it is. But when they're kind of in their own little bubble of that funnel, they don't see all of the other people joining. Maybe you're not even talking about the offer that week on socials for whatever reason. So there isn't that same buzz and excitement that they would experience in an actual live launch campaign when there's all of these kind of swirling elements to create that whirlpool of excitement. It's the content, it's the other people joining, it's the live conversion events if you've got one. And all of those things really just build up together to create that momentum, which also creates a lot of overflow. Um, postcard close, maybe for those people who don't end up ultimately joining, but are now a lot more interested and tapped into what it is that you're talking about. The third thing is that live launches build trust capital. And like I cannot overstate this enough. Um, it is so important that you are exposing yourself to your audience and opening up opportunity for them to get to know you. And this is what I feel a live launch really does. Of course, certainly more so with things like a webinar or a multi-day challenge, where you're giving them that chance to learn from you and be in your world. Um, whether that is more workshop style and it's it's you know, actionable learning, or they're just getting to know you and your strategy and your approach on a masterclass, whatever it is. But any chance that you can give back to your audience and allow that kind of open thread, I feel is so important. And it does stack up. And when you start to invest in future buyers and warm up future buyers, not just in one launch, but you're doing multiple launches throughout time, you will, and naturally everyone, this happens to everyone, you will start to see the same leads over and over again. That's very normal, and some people will ultimately just take three, four times for them to actually buy. And I have a lot of proof of that, um, like truly in my in my own launch um trackers. Um, but it just ultimately also shows to your broader audience you're following that you are here and showing up and sharing your expertise and providing them a solution to their problem. And when people can visibly see you showing up and being consistent and being confident in that, it really does kind of give proof of the fact that you are going to show up and support them on the other side if they were to invest in you as well. So building that trust in your audience, giving back to your audience and allowing them those opportunities to get to know you and learn from you, truly, I like I cannot show you and explain to you how important that is. And I I would have to even bring out the data, like it that might be a fun thing to do one time. But looking at all of the leads that I have that are coming to either multiple conversion events or have been on my email list for such a certain amount of time, and sure someone could look at that and be like, wow, you haven't been able to convert them very fast. But you have to remember that everyone is on their own individual journey. And what we do learn about launching is how to shape shift our messaging and pivot and optimize to convert those people. Um, so that is something that I'm very, very passionate about is not just launching once and being like, oh, well, those people didn't buy, they're not worth anything. Those leads have invested in you, whether it's time or just their email address in exchange for a lead magnet or anything at all. They've hit follow, they want to learn from you. So selling to them only once really is just like an injustice to you and and of course them as well, because they are here to learn from you. The fourth thing, of course, um, very, very important and the fastest way to do this, like beyond surveys and uh market research calls, is just the feedback and data that you collect, and it's very much like in real time. You can look at the email that you sent out and be like, wow, okay, I thought that was gonna handle a few more objections. It got really low clicks. Oh, that carousel, well, that didn't really kind of take off. Oh, that story was interesting, it got a lot of replies. We really learned because it's this like instant and feet like clear feedback loop with your content, with every touch point of okay, what is landing and what is not. And a lot of the time, what lands once doesn't always land again. And that's what I find so interesting about launching. Some people find that frustrating. But that is why I think it's so important to be consistently live launching because you get that feedback in real time, as opposed to an evergreen funnel, which you still need to be optimizing and tweaking and adjusting and finding out what's not working. It's just that you get that data a little bit slower. The numbers trickle in a little bit slower over time, as opposed to a live launch, which has a much more specific container of time with a lot higher volume of leads coming through. So, from a market research research perspective, live launching, like it's just a non negotiable. There's nothing that can beat it. You find out so much about your messaging, about your content, about your brand, your positioning, how people see you, how people perceive you. Um, and then of course, like important things like well, okay, is your offer converting? What's the price point like? What the objections are you getting? So, from a market research perspective, like I just, if that was the only reason to live. I would still be live launching because I think the opposite is having that very slow feedback over time, eventually finding out what's wrong instead of kind of pressure testing things fast. And ideally also getting paid at the end of that as well, which is such a bonus. The fifth ripple effect is kind of to my previous point about building trust capital with leads, is that live launching regularly, again, is that chance to reactivate old leads and sell to them again. Handling past objections with maybe shifts to messaging or an additional bonus that you could easily add in, or the the rewording of that module just much more clearly creates more, you know, intrigue or interest. And it's very easy to make shifts. I think people over or underestimate how like easy it can be to make shifts based on feedback to again reactivate and sell to old leads who didn't buy before. Because if they got close, there's a reason for that. There was just one thing either missing or they misinterpreted it or they felt something was missing. And very, very easily you can adjust those things. And also naturally, time passes, right? For them. They might be having a baby at that time. Totally fine. You probably don't want to invest in a high-ticket coaching program when you've got a lot going on. Or they've got a big Europe tran uh oh my gosh, sorry, a Europe trip planned. There we go. Um, and it doesn't make sense for them to join this six-week program right now, but time has passed, they're now home, and it might make more sense for them. So again, relaunching gives you that opportunity to sell to them instead of always kind of having to feel like you have to go and find new leads all the time. The sixth ripple effect is a visibility boost. And I just truly think when you have such a concentrated goal and campaign with your content and the way that you are showing up, you are likely also posting more content naturally during this time. You are going to improve your opportunity for interactions, improve your reach, improve the chance of new people finding you in during this time, and just giving yourself that additional chance for visibility, reach, and for new people to find you. During my pre-launch time, I will typically see such an increase in followers and new people into my world. It is very unlikely that like a large portion of my buyers are those new people. But what my campaign has done is bring in that new wave. And again, relaunching and going again stirs the pot again, it warms them up again, and then they finally do buy. Um, so it's not just about the buyers that buy and the or and the existing followers that turn into clients, but the new pre-people that you bring into your ecosystem. And a business is only as good as the ecosystem it has for new leads. You constantly need to be bringing in new people, warming them up and turning them into clients. And that is not just a thing that you can do once and be like, great, I've done it, my offer is out into the world, I launched it, I'm good, I'm gonna sit back here. There needs to be a system for new leads, and there's a bunch of different ways to do that. I would say that live launching is one of those systems that you should have in place for lead generation, simply put. The seventh ripple effect is just the audience, I think, journey that you're taking them on. And when we kind of have maybe a few different offers and we're talking about a few different things, it can be kind of hard to collectively create that momentum and movement with your messaging and kind of get all of your followers on the same page, especially if you're talking about different pain points and different issues and different things because you're kind of trying to tap and cover all of your different bases. But when again, you have that refined collective goal with your content because you're going in one direction towards your offer, your audience is able to really go on that journey with you and you can start to rewire their thinking. You can shift those beliefs and you can really start a movement with your messaging. Um, and I have found that this improves your audience's memory and recall and just the resonance of your messaging overall. And I think we can totally see this uh in in action. Certainly, Jesse Jean has done this with the Yap movement. Um, if she only used that term once, it maybe didn't stick, but she was consistent with it. And now we're all referring to talking head videos, which have been around for a long time as Yap videos, right? So it's so important that there is that consistency, there is that uh follow-through of your messaging, um, because that ultimately helps your audience collectively to jump on board with that movement, as opposed to trying to like get their attention in a bunch of different ways, uh, but having that very clear audience journey in your content. So someone who has followed you for years or someone who's who is brand new to you can very clearly understand what it is you're talking about and jump on board. Ripple number eight is client momentum. And I think this is something that is not spoken about, at least when I listen and, you know, kind of are in conversations about launching, is that naturally when you are having like a live launch campaign, uh typically these people who are joining, who are signing up, buying your program, enrolling, are all doing that within that window of time. And whether you frame it this way and it's it's organized this way in in your program or however it's set up, whether it's like cohort-based in that that's their cohort and they don't have any other interactions with anyone else, or they just kind of dive into the program, having multiple clients joining at one time and including elements like maybe a welcome party or like an introduction thread, as simple as that, does create new excitement and does create more motivation, which can help with momentum, and momentum can help you to get more results. And we all know that sharing results and client wins and social proof is such an important part of adding and creating and establishing your credibility, and also adding credibility to the offer itself and helping you to sell that offer. So that's what I really love about live launching is that you don't kind of get this like trickle drip in of one person at a time. And there's still certainly nothing wrong with that. When I make some uh, you know, evergreen sales in between, and maybe it's just one person who joined in that kind of space of time, they're not gonna be like, oh, this sucks. I've got no friends with me. There's it, there's existing clients in there, but I can kind of notice a difference in maybe atmosphere or vibes when there are 10 people joining at once, versus maybe just one or two that trickle in at their own times. When there is that momentum and your kind clients kind of join in a group, it's very exciting. It's like, oh, who else joined? Like, what other echelon of people am I surrounded by? And that can really also help to validate their choice. Um, and like, yes, I'm in the right space for me. Ripple effect number nine is that, and again, I think there's so many examples of this right now with Jesse Jean and Nikki Sweeney, but this is not like a this list of these 10 ripple effects is is not something I've just wrote today. These are ripple effects that I've spoken about many, many times. Um, but due to again, my observations, but having those, that talk-worthy, oh my god, look at what she's doing, look at that offer, oh, how great is her launch right now, having that element of kind of, I guess, external momentum, because obviously you have it with your audience, but creating something that is memorable, I think, can only be done in this live launch element. I don't think you can have something that is as effective in a evergreen style. Like, sure, there might be a private podcast series that really pops off, or like a lead magnet that does really, really well. But when there is this live gamified, uh, whether it's got interaction or not, but something live, something that people can get on board with, uh, whether they're, you know, it's a competition that's included, or some type of live workshop where they get to do something interactive, anything that creates that buzz and excitement that gets people involved, that gets people sending your post to their friend, like, oh my god, you should sign up for this. It's so great. Or they are so invested in what you're talking about on your workshop or your webinar that they want to take a photo themselves and share it to their stories. All of these things really again add up and stack up. And again, further support, visibility, further support, trust capital, further support authority. Um, so again, it's just all of these building blocks together of live launching that really create that momentum. Um, and it's often people that join or follow me because they're like, oh yeah, I saw that my friend went to your workshop, or I saw that they said shared this on their story, so I thought I would follow you, or I saw that you were a guest on that podcast before, and then I decided to sign up to your webinar. All of these little things are just such proof to me that like the more uh front-facing your marketing and campaign is and the more like audience-centric it is, the more momentum you will get. When we when we kind of tried to make things, everything like really simple and automated and low lift and behind the scenes, it's just a little bit boring. Why should people buy in? Why should people follow? Why should they care? Right. And that probably is a little harsh, but I just think it's true. And the people that I truly admire and look up to, and I'm like, wow, that's so cool. And I am so interested by this offer now, and now I really understand what you do, and I'm so clear on who they are as an expert, as a personal brand, it's because they show up in that way with the way that they sell. They have that very public, uh, interactive, community-focused type of sales process, and that ultimately is life launching. The last one, which connects again to my last point, ripple effect number 10, is that when you sell in a public way, your offer is remembered. If your offer is only sitting in the link in your bio, it is only on your website, you only mention it in some emails, your audience is never going to get familiar with it. And I spoke about this a little bit in my last uh episode about getting my offer visible and why I was prioritizing that in this kind of launch season. And it's because I want it to be something that people are already aware of and very, very clearly attached to me as a personal brand. I don't want it to be like, oh, like what's the program? What is it? Like, I don't want any of that confusion or like like unclearness, right? I don't think that's a word. Um, but I want the Instagram Launch Lab to be as synonymous with me as the Social Brittify is, as Launch Loud, hopefully one day will be as well. And I think again, when you have that very clear, streamlined offer suite, when you have that clear messaging, people know what you do and and how you do it and who you do it for. And when we can kind of marry that up and be like the offer name insert here is what gets them there. Again, it improves resonance, it improves recall, and it creates more momentum behind you. And again, it's not just about the people who buy that offer, but the people who remember it, for their friend who they want to refer, for that coach they want to recommend, joint has you on as a guest expert. All of these things again stack up, and it's that momentum and overflow that I was speaking about of how you can further leverage that for more growth, more sales, more visibility. Um, so it's not just about packaging up your process, right? That's that's great, that's your IP, that is what gets people from A to B, but how we kind of put that out into the world as a product or a brand in itself, um, because that's what people will remember. It's kind of like, what's the example that people say? It's always like, you know, um, everyone remembers a face over a logo. Um, everyone will remember like the the movement and the the name of your offer over like the exact like process, maybe that you would describe it in a more clinical or professional format. So packaging up your offer, getting it out into the world in a very public manner and domain, and selling it like it's a physical product, right? Something that people want to get behind, they want to be a part of, um, and having an offer that is remembered and really signatured to you. So those are the 10 kind of ripple effects that I believe live launching has. Um, and ultimately what I want to say with that is that the thing that you have to accept, and I I remind all of my clients with this as well, the thing that you have to accept about every single launch, whether this is your second launch, your 12th launch, it is an experiment and it is a chance to learn something. Um, because even if you have had a past history with great results, or your last webinar had a really great show-up rate, or you sold 30 spots, uh, the most you ever sold, every year, every season, every month, every week, uh, every market shift, things are going to change. And that's again something else I also say to people who are like, I'm ready to give up my live launches, I'm I'm done, I'm gonna go fully evergreen. I remind them of this too. You are gonna have to do all of the same tweaking and adjusting and optimizing and testing with an evergreen funnel. Because, same reason, there are changes in the market, there are shifts throughout the year, there are different priorities that your ideal client is gonna have. Um, there are new tools, new strategies, new things that they are considering. So it's not just about finally having uh done enough live launches where you get to a point and can have an evergreen funnel. Sure, that's great. I help my clients who are live launching also set up their evergreen funnels too, once we do have enough data. But I don't suggest they give up live launching because what people will typically find is they get to the evergreen funnel dream stage and they realize, oh, the first month was really great, but things have dropped off. What's going on? What do I need to change? So you are doing just the same amount of tweaking and adjusting and testing, but you actually have a bit of a lag time of finding out what's working because evergreen funnels naturally attract less leads and have a slightly lower conversion rate. Nothing wrong with having that evergreen funnel set up. But if you are live launching in tandem, you will be able to collect a lot more information a whole lot faster that helps you to fuel that evergreen funnel and also fuel the live launches. So it's, I'm not like team one or the other. I'm team both, evergreen and live launches. I just truly don't believe that you can have a successful Evergreen funnel without public live regular campaigns. And I think that there would be many other million-dollar or just, you know, multi-figure businesses that would back me up on that. Because again, you need daughter, uh daughter, you need data. We all need data because that informs every single thing that we are doing, the way it's showing up, the way that we are messaging things, the way that we are positioning things, that we sell things, so even the way that we communicate in our DMs, if we don't know what's resonating, what's landing, what's connecting, what's gonna convert someone, we don't know how to message them, we don't know how to talk to them, even on a sales call. So it's so important that you have that information and you are gathering it regularly. You are checking, you are testing, you are optimizing and finding out what's working right now and what's gonna work next time. Maybe it's always an experiment. Um, now, another thing I wanted to add on to this before this episode ends, uh it's really normal for coaches to speak to really big client wins, and and I certainly do as well. I've I've called out a lot of great client success um recently, and I I featured them a lot on my stories. Um and I I want to share with you a quick story about a client's launch that didn't end up having the big metric wins, of course, that we all aim for on paper, but it still gave us every single thing we needed. Um, and with this launch, we were running a full webinar, and in the lead up, things were going very, very well. Uh, during the pre-launch, we were running a tandem of organic content and uh paid ads. Um, and we surpassed the lead goal of what we were hoping to aim for for the webinar, which was really, really awesome. So went into that webinar with a lot of great momentum. Um, we noticed that there was really great feedback. Uh, her show-up rate was incredible. Again, for a first webinar that she was running with this audience and just webinars in general, the show-up rate was incredible. The engagement and the feedback post-webinar was awesome too. People just reaching out to her and saying, I really love that. I really learnt a lot. Um, she was having a lot of conversations off the back of that. Questions were coming in, and applications slowly started to come in as well after a few sales emails had started to go out. But what started to happen was is that we were seeing these conversations kind of play out and the leads weren't getting any closer to converting. What we kind of started to understand is that there was a bit of a misalignment with the positioning of the offer and how we had packaged up that offer. Inside it was all the things that her ideal client needed. But with the combination of the pricing, the way it was positioned, and ultimately what it focused on, it didn't seem to be ticking the boxes of the ideal client that she was trying to be targeting. So it was kind of like, yeah, I know I need that, but I'm it's I'm kind of worried about this other thing right now. Or I know I'll get to that eventually, but I kind of need to work on this thing first. So we learned a lot. Um, and now we know exactly what was missing from her offer, which actually wasn't missing from the offer itself. We just hadn't highlighted that or featured that because we didn't realize that those were some real concerns that her audience had. We kind of were putting emphasis because we were guessing we'd never launched this before. We were guessing what their desires and their goals were, and we didn't realize some of the other concerns that were being brought up. Despite them actually being in the offer, despite them even being on the sales page, we just hadn't, it's like we needed to turn the vase around, basically, right? Like, hey, look, here's what's here. Uh, but it can be hard to do that when you're already a few days into an open cart. Um, so we now know exactly, know what was missing, but what needs to be shifted, and we would have learned none of that without her launch. We know exactly what subject lines got more clicks, we know exactly what objections they were having, we know what they were really looking for, we know what bonuses didn't do any convincing, we know what conversations kind of died off and why. So this now gives us such clear direction for her next move. And she's already been able to take action on it again because of the momentum of that pre-launch and everything she did in the lead up. So she's now been able to dive straight into a low-ticket offer downsell, again, solving those problems that came up in the launch, um, and now is able to back up the launch a lot faster with assets that are just so much more clear. And initially, when you are doing your first launch, you are going to be doing a lot of guessing and a lot of like just making some estimates. Um, and once you then launch and you have that feedback, you can actually tighten everything up. And what a lot of people might fear about redoing everything is not redoing everything, but shape-shifting it, optimizing it, making it even stronger. And when you again have the true market research and data to back that up, you can back that decision a whole lot faster. Now, myself, over the last two to three months, I've been testing out kind of a new launching format. It's a bit of a hybrid of what I've been doing over the last few years. But it's been so interesting. And the more that I've done it, I've actually kind of like condensed the timeline. Um, and I'm I'm I'm almost like launching more and more and more and more in such a tiny window of time. But what I've found is that I'm making faster decisions, I am getting faster feedback, I am making faster sales, I am in a much more consistent rhythm with selling my offer. So I am like I'm getting the reps in. And with all of those decisions and feedback, I have more data, I'm able to make faster moves and again be able to back myself up a whole lot faster instead of kind of having this huge window of time where I'm like, I'm not sure what I should do, I'm not sure what I should focus on. So again, I think data is something that we can just like never overlook in our business. And if you are finding that you are struggling to make decisions, know what to change, know what to work on, it's likely that you need to get some intel and get that intel fast so that you can start to make some faster moves. So with every launch, I think it's not asking yourself, okay, but how much money did I make? But what did this teach me? What did I learn? What can I keep? What can I double down on? What do I need to delete? What no longer served me, which is another really big thing as well. Like what's like kind of worked, but like didn't really change it the game. Um, and what do my people really want? Because at the end of the day, we're in a business where we are serving with our knowledge, with our expertise, getting people from point A to point B, uh, whether that is something in health, in business, in finance, in their own family and relationships, anything at all. So the the more people that we can reach, the more people that we can change their lives, the better. And the heel I will die on is that live launching is gonna be the best way for you to do that. A, to make bulk sales and grow your business and get more visibility and show your expertise, but also for you to push that momentum and feedback into other areas of your business, such as your Evergreen sales system. So, I mean, hopefully I've got you on side with this and you can see what it is that I'm talking about. Um, but if you do have any questions for me about live launching versus evergreen sales and maybe what the difference is or what I'm doing personally in my business, more than happy to dive into that. So you can always reach out to me over on Instagram at the social britify. I'd love to hear your questions. I'd love to hear your thoughts, your insights, whether you are someone who is a live launch lover or you're trying to be. If you're trying to be, I am I am all for that as well. You don't have to be in love with it or as an as an advocate as I am. Um but if you are someone who sees the pros in it, please lean in and also remember that there is so much data and feedback that you should be collecting. And if you find that you're not, it's like crickets, then we need to dive into that and look at your systems for data collection with live launching. Thank you so much for tuning in to this episode. I hope that you learnt a lot. You can see the ripple effects, and it's making you pumped up and excited for your next launch or campaign. Like I said, if you have any questions, ideas, or suggestions for the podcast, I'd love to hear from you over at the social brittify. I will see you in the next episode.