26: How Do I Stop Dreading My Launches? with Lucy Cole

How Do I Launch Without Anxiety, Burnout, or Pressure?

In this raw, behind-the-scenes hot seat coaching session, I sit down with Lucy Cole, a virtual assistant coach scaling from 1:1 into group programs, to unpack the nervous system, mindset, and strategy shifts required to scale sustainably.

We dive deep into:

✨ Why live launches trigger anxiety and burnout for so many spiritual entrepreneurs
 ✨ The hidden nervous system patterns behind money spikes and income pressure
 ✨ How to move from “pressure cooker” launches to feminine-friendly business structure
 ✨ Building a product suite that supports consistent scaling to six figures
 ✨ Rewriting subconscious beliefs around success, burnout, and abundance
 ✨ The energetics of launching: hustle & push vs. magnetic attraction

If you’re a spiritual business owner who desires wealth, freedom, and impact, but feels overwhelmed by the intensity of launching... this episode will feel like an exhale.

This conversation is a masterclass in strategy + self: blending embodiment, subconscious rewiring, money energetics, and practical business structure so your business can feel as good internally as it looks externally.

Because scaling isn’t just about better funnels.
It’s about expanding your nervous system capacity to hold more success.

Want to go deeper? Apply for The School of Expansion - www.gabriellemartorana.com/TSOE

Send me a DM & let me know you tuned into the episode, I would love to hear from you - www.instagram.com/expandwithgabrielle

Transcript

Gabrielle Martorana (00:01.762)
Hello, hello. Today we're diving into the real and raw behind the scenes of building a business. I'm bringing in a beautiful woman from our community for a hot seat coaching session where we will roll up our sleeves and get our hands dirty unpacking her biggest challenges and finding the clarity strategy and breakthroughs that will move her forward. So let's dive in. Today I have Lucy Cole with me. Hello Lucy.

Lucy (00:02.409)
Thank you.

Lucy (00:09.227)
I'm it's so loud.

Lucy (00:26.635)
Hello. Oh my gosh. Excited to be here. Thank you so much for having me on the podcast.

Gabrielle Martorana (00:28.418)
Thank you for joining us.

Gabrielle Martorana (00:34.942)
Yes, tell us a little bit about what it is that you do.

Lucy (00:39.499)
So I am a virtual assistant coach. So I train up people who are wanting to become a business owner, wanting to have a online income, and I coach them how to become a virtual assistant.

Gabrielle Martorana (00:52.41)
very nice. Beautiful. Okay. And what is the biggest problem that you are facing in your business right now? What do you want to unpack together today?

Lucy (01:03.913)
Well, so as my business grows, I've been working with people in a one-on-one capacity. And earlier this year, I did my first ever live launch. And any business owner, I feel like, who does a live launch understands that it is quite a turbulent time to go through the business. And that actually allowed me to go from one-on-one to group coaching. And it was a huge success. I was so proud of myself moving through it. However, I'm now planning to do my second one later this year.

I almost feel a little bit traumatized just from the first one. There was a lot of shadows to face I had to become obviously a whole new person and it really felt like I kind of had to quantum leap into you know that phase of my business and Right now I'm so ambitious that I really want this next launch to be a huge success And I just feel a little bit hesitant going into it that it may be again a similar experience to last time

Gabrielle Martorana (01:48.397)
you

Gabrielle Martorana (01:57.165)
Mm.

Gabrielle Martorana (02:04.141)
my gosh. So excited to dive into this. Okay. Beautiful. Thank you for sharing this because I think this is a lot of, something that a lot of business owners go through and that can feel very like taboo to kind of like discuss the intensity of launching and, things like that. Okay. So talk to me a little bit more about what exactly last time felt really difficult.

Lucy (02:04.779)
And.

Gabrielle Martorana (02:29.6)
And what's going to be different this summer? Are you launching exactly the same or like a little bit more detail there?

Lucy (02:35.947)
you

So with this new launch I'm going to be going through, I am actually changing around the business offer and the structure a little bit. And so that is going to be different. So previously it was like a mastermind. So it was a very small group of people and they all were coached along the journey together. Whereas now I'm going to do more of an open coaching style. So it will be the calls are in the diary and then everyone can attend. And so that's going to change in terms of the offer. And I guess within that itself, I'm

still feeling a little bit hesitant because it's again a new offer so there's going to be some unforeseen roadblocks coming up there and but in terms of kind of the launch in general I feel like the biggest hesitation to begin with with the very first one was it was the unknown whereas now I do have that knowledge going into the second one but

It's almost like the, it's the nature of a launch. It's the, you're riding on this one event in the, in the calendar. And I feel like that added pressure of it just all having to happen on that specific time just floods me with anxiety, to be honest.

Gabrielle Martorana (03:42.115)
Mm-hmm.

Gabrielle Martorana (03:45.47)
Mm-hmm. Mm-hmm. And how long has it been since the last launch and this launch?

Lucy (03:51.147)
So the last launch was in March, early this year, and I'm planning to do the next launch early November.

Gabrielle Martorana (03:59.375)
Okay, okay, perfect. And walk me through a little bit more of what your nurturing strategy has been since then. Like how have you been staying in touch with and connecting with your people over the last six months or so?

Lucy (04:13.181)
in terms of any leads, like people.

Gabrielle Martorana (04:15.702)
Yes, sorry. Yes, the people who haven't been in your program. Yeah, yeah, exactly.

Lucy (04:19.421)
Yeah, so in terms of nurturing, will admit this

The last six months have been a bit of roller coaster. I've been traveling a lot and this is something I've had to, you know, it's a new chapter to navigate with myself being a remote business owner is getting too excited with traveling so much and having to actually dedicate a lot of time to the business as I want to grow it. So in terms of the last six months, it probably hasn't been as much as I want to, but the efforts I have been putting in, it's a lot of social media marketing. So I've been, I'm on TikTok. That's my main marketing channel.

I have an email marketing list so I send, it's not as much as I'd hope, but I have been sending a monthly newsletter to all of my email subscribers and I do have a free lead magnet to get people into my pipeline so there are people, a lot of people actually coming into the business but something which I've been almost...

Gabrielle Martorana (05:15.905)
Mm-hmm.

Lucy (05:18.033)
neglecting is that really solid funnel in the nurturing aspect of the business. Thanks for the fact I have just been happy, you know, trotting around the globe.

Gabrielle Martorana (05:23.596)
Mm-hmm.

Gabrielle Martorana (05:28.79)
Yeah. Yeah. Okay. Beautiful. So as of right now, the only ways that people can experience you when they're not actually in your program, so when you're not going through the launch is through TikTok mostly from as far as experiential factor, let's say number one, most, connected experiential factor will be live on video, then recorded on video, let's say then audio only like podcasts and then written would be like an email. So the most connected

way that they could be with you over these last few months would be through TikTok or have there been any other video and live shares where they could connect?

Lucy (06:09.193)
No, so it has been only TikTok at this current stage of my business. I am looking to grow that in the future, but as of right now, TikTok is, yeah, the main efforts and the main communication with me in Leeds.

Gabrielle Martorana (06:21.23)
Okay, beautiful. Okay, so as far as your product suite goes, are you looking to add anything else on, any other offerings on aside from this mastermind group program that you are offering two times per year, this like cohort style program? Are there any other ideas percolating in there?

Lucy (06:42.891)
So.

In the meantime, I have been taking on a few one-on-one clients. So over the past six months, I have been having kind of new people join, which I was allowing to happen for the last six months. From the end of my lead magnet, it was going into a call. And then I jumped on a call with people. If I felt like it was a good fit, if I had capacity in my diary, I started working with them. I have just recently closed that off so I can no longer, I'm no longer taking one-on-one calls with

Gabrielle Martorana (06:49.528)
Okay.

Lucy (07:14.989)
anybody and I have launched a low ticket offer. So that was in the last month that I launched something and that is I haven't admittedly I launched it. I haven't built out the full funnel where it can be as you know, it's optimal prime right now. And so that is the thing which needs to be worked in the background. But in the in terms of just general offers, it will be the open coaching coming up. I have

historically worked with the one-on-ones and now I have the low ticket which again needs a bit of work but it is there, it is live.

Gabrielle Martorana (07:46.87)
And what is the low ticket? What is that one?

Lucy (07:49.759)
So the low ticket is kind of, it's the second step when people are wanting to start their virtual assistant business. It's finding a niche, it's understanding their skill sets and what businesses they can work with. So the first step for me is them understanding that they actually have the skills to start, which is the lead magnet, that's the quiz. And then that takes them to the second step, which is finding out what their niche will be for their business.

Gabrielle Martorana (08:08.355)
Mm-hmm.

Gabrielle Martorana (08:13.942)
And they do that through video course material or how is that one set up?

Lucy (08:20.359)
Yeah, that is, it's a mini course. So they have access to a portal and it's, think, two hours of pre-recorded content and then they just watch it and self teach themselves with all the videos.

Gabrielle Martorana (08:32.622)
Okay, amazing. Okay, perfect. All right. So I know that was a lot of questions, but I wanted to get really clear on what's going on here. Okay. So one really critical thing is that launching will feel excessively pressurized when it is the only or the main. let's say 80, 90 % of your revenue for the entire year depends on the results of that launch.

So what I recommend doing is taking the pressure off of that program and establishing more products in your product suite where people can experience you and nurture their way into being a big hands up, ready to go for the group program, even while the doors for that are open. So I love that you already have.

Lucy (09:09.727)
you.

Gabrielle Martorana (09:21.634)
this low ticket offer where you can start getting them ready. So you're already prepping them for what they need to be successful in your signature offer, right? In the group program. That is one beautiful option. And I would highly recommend building out a more robust plan to bring that to your people's attention. So whether that's you market it one time per quarter or maybe once every other month,

for one or two weeks who talk about nothing else besides that offer, always sending people into that pipeline, always sending people into that place who are at that mile marker. And then I would brainstorm a few other options for people to engage with you because what you want is to have a lot of people who are getting all the different touch points at the different...

positions on the timeline that they could be. So let's say, okay, they know they want to be remote. They want to travel like you do. They want a job that can provide that and they're interested in this idea of being a virtual assistant. Some people might be at the point, like you said, where they need to establish their skill set. Some people might be at the point where they need to solidify their niche. Some people might be at the point where they need to overcome maybe limiting beliefs and more like internal roadblocks and shadow work like you had discussed earlier. And so you can provide different

pre-recorded mini courses, workshops, master classes, as long as it's video, that's very, very effective because they're getting to know you better. They're getting to know your teaching style better. You're building that know, like, and trust factor, and you're providing them a microtransformation. Like, you're moving the needle on the timeline for them, and you're basically helping navigate the right ones into your signature offer.

And so when you do go to launch, it won't feel so hard. It won't feel like you're like trying so difficult to like run in mud and you like can't really get any momentum going because you're you've strategically built momentum throughout literally the entire year. How does that sound?

Lucy (11:24.235)
It sounds great because it total sense and I 100 % agree. I feel like for me, it's almost I've known not to the way you just described it there, but an inkling has been this, you know, in the business for the past few months to me anyway. It's just been in terms of getting a strategy really nailed down, which, you know, as someone who I work with a virtual assistant now, which is amazing. It was a huge.

Gabrielle Martorana (11:27.532)
Yeah.

Gabrielle Martorana (11:41.134)
Yes.

Lucy (11:54.171)
also for me to get to this point in my business, but in terms of ideation, it's me. So in terms of getting this really streamlined for my business, it's just so much brain capacity and energy to be able to get it to the point where this all just makes sense, like the flow and meeting everyone at the right journeys. It's something which I guess just has to evolve with time.

Gabrielle Martorana (12:12.663)
Mm-hmm.

Gabrielle Martorana (12:16.706)
Mm-hmm.

Lucy (12:17.579)
And, you know, with the upcoming launch, it's like you say, it's so much pressure on one thing on one, you know, part of the year is the main income stream. And I guess going forward with the business, I really would love exactly what you described that of we don't have to have that crazy amount of pressure on that one event because we've built it in the background to have the multiple streams. And so I guess it's kind of like lit a bit of a fire in me that this is what I want to be evolving the business to.

Gabrielle Martorana (12:39.886)
Mm-hmm.

Gabrielle Martorana (12:46.626)
Yes, yes, definitely. And the other thing that I want to share with you about launching and helping take some of the pressure off launching is to think of launching as something that you're doing in your business over and over again, all year long, you're launching, you're just launching different products, you're speaking to different products in a strategic organized way. So that way launching doesn't have to feel like this.

earth shattering experience when you kind of normalize the fact that you are always launching your launching your low ticket. Now you're launching your freebie. Now you're launching your signature program. Now you're launching your second low ticket that you create. Now you're going to let you know you have, you have a flow. You look at your year and you're like, okay, every two weeks I'm going to talk about something different to my people. And maybe you provide time sensitive bonuses. Maybe you do other things to incentivize movement.

But you can see in the bigger picture in your business that you're always launching something, you're always selling something. And every time that you do it, you're creating more content, more materials that are then going to go into your repurpose vault, if you don't have that already, which we can discuss. And so it makes it even easier. So every time you go to speak about that offer again, you can look back at the different reels that you made, the different TikToks that you made, the different captions that you use.

then you can see which of those pieces you really like to speak to, which ones move the needle, which ones really resonated with your people, reuse them maybe in a different way, different graphic, different video, different B-roll, maybe spice it up with some new stories of recent travels, things like that, just like breathe some life back into it. But know that every single time that you're talking about these offers,

You're just like building your body of work and you're building all of the content and the tools and the things to support it. So your VA and other people can run these things for you and it can be very easeful when you're always launching these different pieces because you are a business. So you always are selling.

Lucy (14:43.625)
You know, it's like you just came to mind actually when you're speaking on that. And I would love to talk on that point of kind of repurposing content is I, I obviously know as a business owner, marketing yourself content, has to be consistent. We have to be showing up. I feel feeling like just this, I guess I have been moving quickly in terms of traveling, but it feels like it always have to be an influencer as well as a business owner having to make so much content all the time. so I guess, you know, especially with the low ticket.

Gabrielle Martorana (14:49.934)
Mm-hmm.

Gabrielle Martorana (15:06.712)
Hmm.

Lucy (15:13.609)
offer I've known that I have not put

actually any content out really about it and you know that's going to be half well it's going to be the main reason that you know sales aren't where I want them to be is because why didn't you set a goal and to I'm not even marketing it but in terms of just this launch coming up as well I guess I from the previous launch I know that there has to be the run-up there has to be a huge content surge in terms of just pumping it out and really kind of just putting a lot of energy into that and again on that point it almost feels like I have to be

be this influencer as well as a business owner just constantly thinking about content as well as running my business. So I guess it's almost me slipping into avoid a mode with content creation in the business now.

Gabrielle Martorana (15:52.92)
Mm-hmm.

Mm-hmm. Mm-hmm. 100%. And that's the loop and the pattern that I invite you to actually step out of and step away from is instead of knowing, my gosh, I have to put all this pressure on creating a million TikToks between now and the end of the month because I have to drum up these new people and this new business to send them into my pipeline. If instead we could look at this as a more sustainable approach,

of consistently making content, not ramping up before launch, not needing to post like five times a day and things like that before launching, but actually chronically nurturing your people, bringing them into your little cosmos. But by that, mean bringing them into experiencing your low ticket offers, into experiencing you on social, into your email lists, nurturing people from these multiple different avenues and perspectives and letting that be what is

all year long nurturing people so that way your sales process is not crammed into literally three weeks out of the year.

Lucy (17:01.771)
I actually feel it feels better in my body. When you say that I'm like, that's I wanted to feel. Like I don't want this high stress like this, know, towards the year. And, you know, I'm going to be going, I'm going to be moving now really to Bali in a few weeks time. And I've been almost

Gabrielle Martorana (17:04.727)
Yes!

Gabrielle Martorana (17:10.221)
Yeah.

Lucy (17:18.683)
dreading it because I'm thinking I'm gonna have to be on, I'm gonna have to experience a very stressful month of my year and I'm just moving, it should be such a happy time and I guess you know saying that's kind of just clicked my head is it doesn't have to be this way like you're kind of saying this is just your yearly calendar in the business, you're always launching something and I guess I mean I started segregating out

Gabrielle Martorana (17:20.171)
Okay.

Gabrielle Martorana (17:26.285)
Mm-hmm.

Gabrielle Martorana (17:35.181)
Right.

Lucy (17:43.231)
you know, a live launch that it had to be put on a pedestal. It had to be this scary monumental thing in the business. And I actually guess, you know, in terms of all the advice I was given before, I was told by people that launches are really stressful and they will burn you out. And I was kind of told this narrative and I fully embodied that narrative to be honest. I feel like you've kind of

Gabrielle Martorana (17:46.99)
No

Gabrielle Martorana (18:04.318)
huh.

you

Lucy (18:09.585)
allowed me to step out from that perspective and see it as just business. This is just how it goes in your year. It doesn't have to be, there doesn't have to be that added pressure to it which feels so much better in my body right now.

Gabrielle Martorana (18:22.742)
Yes, 100%. I love that you said that because it is so commonly contextualized and framed that way. That launches are hard, that they're very stressful, that it's a make it or break it situation. And yeah, yeah, 100%. And it doesn't have to be that way. And actually the women that I see that run their businesses for three, five, seven, 10 years, and they run it in a sustainable way with work-life balance and all the freedom that I know you built your business for in the first place.

They're the ones who actually kind of step out of that kind of, how could we say, like starvation to feasting cycle.

and they step into this more, okay, I'm the CEO of my business. I'm looking at my business from this higher level perspective. How do I want it to flow throughout the year? How can I create these touch points that feel really nourishing for me and really nourishing for my people? How could I show up and deliver without needing to trade my hours for dollars, but still be delivering massive value to my people and looking at from this perspective?

Lucy (19:25.611)
Yeah, and something which, you know, from this very first launch I went through, I have been on such a, obviously a huge self growth journey. is, know, becoming a business owner is self development on the highest level. So, you know, I've really kind of become a completely new person. I don't recognize myself from a few years ago. And I've, I do feel like I'm really stepping into this higher version of myself with the business. I'm so grateful for that. And in terms of kind of that.

perspective of being the CEO looking down on the business and then wanting to move the pieces so it works out for me. It's something I'm evolving and I'm getting better at but I guess I wish it's popped up for me is I guess this is a belief I've formed from the first launches creating a lot of money in one go in a short stint equals burnout and stress so it almost feels like for me is I fully

C, Lucy 2.0 who is multiple six figure business owner. I know how I can feel her, but current Lucy in this reality is thinking, oh wait, do we have to go through insane burnout and stress in order to get there? So I almost feel like there's a disconnect with the two versions of me right now.

Gabrielle Martorana (20:40.286)
absolutely. So good. I love your level of awareness. This is excellent. Yes. So that is a very, very common, unfortunately common thing for people who have grown up in the more stereotypical corporate world or how we were taught success happens. And we were taught that success happens with push, with force.

with burnout, with grind. It's with that whole boss babe movement too, where they're like hustle, like kind of this Beyonce energy, I guess, but it kind of took on this toxic, this toxic route of don't listen to your body, pump your body full of caffeine, just, just work the long hours like, and that's the way to success. It's like a uphill battle. It's like you're climbing this mountain and that's how we were taught that you have to be to be successful. And the truth is, is that you don't.

And the truth is, is there's a lot of other ways to be successful. But what it will require, as you so well put it, is an evolution of self. It will require the shedding of these old belief systems and old paradigms and rewriting and rewiring what business and success mean and look like for you.

Because what's going to happen is that you can tell yourself consciously all day long that success doesn't mean burnout, that it's not going to hurt you emotionally, physically, and mentally. But if you don't embody that, if your subconscious mind and nervous system don't believe that, that conscious belief is not enough. We actually need to rewrite and reprogram what's in the nervous system so that way you don't fall into patterns like self-sabotage and procrastination and avoidance and the things that you are saying that you're already kind of feeling in anticipation.

of what your body is thinking is going to be this very taxing and potentially lead to burnout situation, right?

Lucy (22:32.325)
completely and it's like you're reading my mind it's exactly what I'm thinking and feeling at the moment and it's so

It's so funny how the mind kind of has this battle with itself because every day I'm thinking, don't self-sabotage Lucy, don't do that. We're like, wait, this is such a, it's such a battle in my head because on a conscious level, of course I, of course I know this. Like I would never want to self-sabotage myself. It's these old beliefs that are kind of creeping in and going into autopilot and it's starting to grab the steering wheel. And I guess, you know, it's almost feels like I'm on a ticking time clock

Gabrielle Martorana (22:48.216)
Hahaha

Gabrielle Martorana (22:58.478)
Mm-hmm.

Gabrielle Martorana (23:06.157)
Right.

Lucy (23:10.573)
because with the launch coming up, as well as kind of all the strategy piece that leads up to it and then the content and everything, I've almost got this.

kind of weight in my mind, which is you need to do some mindset work and you have to release some of these shadows for this launch as well. And I feel like because I'm adding on this time pressure to that, it's making this even more dense in terms of knowing that I have to evolve as a person to reach those goals I want to. So I know that, you know, in terms of time itself, it's a man-made construct. It's me adding pressure that doesn't need to be

Gabrielle Martorana (23:33.324)
Mm.

Gabrielle Martorana (23:36.942)
Mm.

Lucy (23:50.791)
there but I guess on a you know logistical level I know that my launch is coming up yet I know I need to change as a person in order to achieve what I want to for it.

Gabrielle Martorana (24:01.428)
Mm-hmm. Mm-hmm. And do you have tools and things that you've used in the past that you feel that you could tap into to kind of set yourself up for success for this coming launch or where are you at there?

Lucy (24:04.203)
you

Lucy (24:14.685)
in terms of more of a mindset like tools.

Gabrielle Martorana (24:18.582)
Yeah, more of the self, the human behind the business.

Lucy (24:22.163)
Yeah, well, I do. Well, this is the thing. I've definitely been thrown out my routine on it due to a lot of travel, but daily kind of visualizations for me do wonders like that. Me with visualization, it's allowed me to tap into Lucy 2.0, connect to her. Like I kind of shut my eyes and just get transported into that realm. So that has really helped me in the past and something I want to be, you know, definitely.

Gabrielle Martorana (24:39.95)
Mm-hmm.

Lucy (24:51.335)
increasing over this next month or two. Breathwork's been helping me previously quite a lot. That tends to just bring up a lot of emotion and I tend to just cry during breathwork, which is not on a conscious level. I don't know where that's coming from. But in terms of just general tools and practices, of course journaling. But yeah, that's kind of historically what I've been doing to help with the mind.

Gabrielle Martorana (25:04.59)
Beautiful.

Gabrielle Martorana (25:19.786)
Mm-hmm. Okay. Well, at least you have some tools that you can lean on to support you during the process for sure. That's just interesting for me to hear as well because in the school, I don't know how much you know about my basically signature offer is that inside of the school, I work very deeply with the self, so the human behind the business and then also with the strategy. So I love hearing.

what kind of tools that you've kind of leaned on and what tools you found to be effective. Breath work is amazing for emotional releasing. That's also one of my favorites and go-tos. Yeah. Very nice.

Lucy (25:56.005)
Yeah, it's breath works actually saying which has been only this year I really started to do it and I just found an instant kind of release from it which is quite interesting because I guess with a lot of other tools it's almost it Gains momentum you kind of layer on top of each other whereas with the breath work It was whoa We have a lot coming up right now and it almost felt like I didn't I didn't need to know on a conscious level what was being released to feel to feel more weightless of what had been

Gabrielle Martorana (26:25.282)
See you.

Lucy (26:26.129)
released during the breath work so that is something I definitely want to, I guess, definitely increase coming up.

Gabrielle Martorana (26:33.442)
Yeah, beautiful. Okay. So thinking back to more logistically about the business. So we know we have this self piece and you have some tools that you can utilize for now to kind of work on that and support yourself through that. What about the strategy piece? So you said your launch is happening in November. How would you feel about trying something maybe a little bit different than what you did before? Because I think what could be really interesting for you would be to add in either

a masterclass or workshop, but something video, another either low ticket or even free offering where people can experience you more and start nurturing your audience now. So that way it's not so much of a tidal wave of pressure that comes with this short duration of time when people need to see you experience, you get to know you, and then choose to purchase from you all in this very compact space. Do you have the bandwidth to

test out something like that over the next month or so.

Lucy (27:35.871)
So for the previous launch, the way that I...

Yeah, my funnel for launch before was doing a live masterclass, which then opened up the doors to allow people in. And that was kind of what I did historically, which was what I was planning for this one as well. So I would do a full content push, which was science, the live masterclass, get every young alive masterclass, and then use that as obviously an educational piece. It's allowing people to understand that, you know, they do have the skills, they can start figuring out their niche, they can decide if this is really for them. And then if they feel like it is appropriate for them for this journey, then

Gabrielle Martorana (28:05.006)
Mm-hmm.

Lucy (28:09.391)
that's when I open my doors and bring people in from that. So that was what I was thinking for this one was doing that live masterclass again and previously I actually... is that okay?

Gabrielle Martorana (28:12.398)
Mm-hmm.

Gabrielle Martorana (28:20.686)
Sorry about that.

Lucy (28:23.531)
So previously I did the live masterclass and I did feel good about that. I actually weirdly enjoyed doing the live masterclass and presenting everything to everybody because I'm so passionate about what I do. was, yeah, it was a really kind of a good moment for me where I felt so proud of myself. What I didn't love was, you know, aftermath and the prior. So I don't know, I guess what your advice would be on that is to do the same process,

leading up to sign ups for the live masterclass, conducting the live masterclass and then signing people on afterwards. After this launch, if all goes well and I've ironed out all the kings of my business, I would love to turn it more evergreen. So I have a masterclass which is a path to funnel and people can sign on whenever because now I have a lot of the back of house business where I've now moved to a school community so I can now facilitate a lot of people at one time. So I've changed my business model in the back.

where it can work for Evergreen now, but it's just this launch now where I'm thinking I need to try and iron out the kinks, understand my ICA the best, my offer, make sure everything is feeling good to me as well. So yeah, I'd love your advice on kind of what your take is on that live masterclass buildup and if that is a good approach for this launch.

Gabrielle Martorana (29:44.664)
Mm-hmm.

Is the master class that you're teaching the same one that you taught in March?

Lucy (29:52.751)
Yes, will be the fundamentals will be the same just with a few tweaks in terms of feedback from last one.

Gabrielle Martorana (29:57.679)
Mm-hmm. Yes. So I do like this model. I think that this model is effective, but what I propose is instead of having this masterclass that you do live one time or twice per year, once each time before the launch, to instead add that to your overall product suite. So kind of what you're describing is making it go evergreen and think about other

master classes, other workshops, other ways that you could add value at that entry point. So create some sort of experience or micro transformation, overcome some sort of limiting belief, awareness building, whatever it is that you want to do at this stage to add value to your person. And then make sure the gap between what you teach them there and what you offer in your program is very clear, which it sounds like you have that pretty ironed out.

teaching your masterclass and there's a very, very clear gap of like, okay, but now you need this to get what you desire. So really walk them through that step by step. But the idea is for you not to have to teach this live masterclass the same thing each time before you launch. It's to take what works, add it to your website, add it to your product suite, add it to

what you offer all year round, like you said, and then create new ones and add new ways for people to connect with you, new entry points. basically eventually you're going to have, let's say six or seven different free master classes and maybe have six or seven paid low ticket offers. And they're all approaching

this signature offer that you have here, but from different angles of what people need. And those are always running. Those doors are always open. And you look at your sales calendar for the year and you say, okay, in the first two weeks, I'm gonna talk about this one. In the second two weeks, I'm gonna talk about this one. That way you don't get bored to death of what you're talking about on your social media as well, because you're talking about this concept of travel, of freedom, of being an entrepreneur, being a virtual assistant from all these different avenues.

Gabrielle Martorana (31:59.193)
that you know that your ideal person needs and the way that you can think of, what other things can I teach in a workshop? It's what does your ideal person need to do, be or have to be successful inside of your program and how can you break that out into bite-sized chunks? So that's kind of, I want you to think like bigger picture.

Lucy (32:17.833)
Yeah and it's yeah it's so interesting because I was just recently mapping out kind of this but in a way which...

I was thinking, okay, through all the people I've worked with, through all the people I've had discussions with, everyone's at a different point in their journey. And I started mapping this out thinking, where is everybody when they are, you know, coming to me? And it has been over such a broad range of where they are in their journey. Some people have no idea what a virtual assistant is. Some people have been doing research for over a year and they know that this is now the thing that they just need to commit to. So it really does range from all these people and I never...

Gabrielle Martorana (32:33.336)
Hmm.

Lucy (32:55.219)
I never really thought about creating content, whatever it be, in terms of meeting everybody at that specific point in their journey. I almost felt like I was just, well, currently I feel like I've been trying to push everyone into a certain stage of the funnel instead of meeting them where they are. And I guess...

Gabrielle Martorana (33:03.852)
Mm-hmm.

Lucy (33:16.413)
unintentionally that maybe have been creating some resistance from them thinking that you know maybe that's coming from me as I'm trying to push everybody into a certain point of the funnel. So I really love that idea of kind of meeting them where they are and then ultimately bringing them in to that signature offer at the very top.

Gabrielle Martorana (33:35.887)
Yeah, this is going to do huge things for you because naturally and very understandably, if you've created this sort of pressure cooker situation around your launch, you're not going to be in this energy of confidence and radiance and magnetism. Or if you are, you're going to have to kind of really work to get yourself into that state. You're going to be in this chronic place of anxiety, of pressure, of maybe overthinking and things like that.

Lucy (34:00.755)
And so I think that's good

Gabrielle Martorana (34:05.036)
And that's not going to be the energy that you want to attract your people from anyway. So if we're looking at this from the strategy perspective and from the self perspective, we have a lot that we could shift here that could make your launches so useful and so magnetic and so enjoyable for you too, because that's one of the most important pieces.

Lucy (34:22.819)
100%. And you know, I built this business to enjoy my life, to feel my most abundant self in it. And I really do. Like I'm in love with my business. I love all the people I work with. That all feels really, really good for me. It's just this, the launch aspect. was like, this has got to change my business. Like I really would love for this to be the last one. And I don't want to resent the launch in that aspect, it being kind of this build up to the masterclass. but

Gabrielle Martorana (34:51.489)
Mm-hmm.

Lucy (34:53.178)
It kind of is making me self-reflect for a conversation right now because I'm thinking well Why do I have to have this narrative that I wouldn't want to do a launch again in the future? Like why am I adding this ickiness to the launch because it really can be such a beautiful enjoyable experience and I guess it's just kind of there needs to be tweaks made in order to make it enjoyable and Actually, so you just said there of you know, you can really tell through the content

Gabrielle Martorana (35:06.126)
Mm-hmm.

Mm-hmm.

Lucy (35:21.259)
if it's coming from a place of magnetism and joy because I know for a fact if I sit down to record a video and I'm not in the right headspace it just completely translates onto camera but whereas you know sometimes I'll pick up my phone I'll record the most candid video and that's something which gets an insane amount of views it relates so well to my ICA and it's just this complete difference of forcefulness and organic kind of content

Gabrielle Martorana (35:33.292)
Yes.

Gabrielle Martorana (35:37.646)
Mm-hmm.

Lucy (35:48.619)
And especially coming up to a launch, just would love more than anything to be in that magnetic energy where even content creation just feels like just abundant for me. So yeah, don't really kind of, I don't want to force that. I want it to come very natural, but I'm aware of it a conscious level as well.

Gabrielle Martorana (35:48.792)
Mm-hmm.

Gabrielle Martorana (36:01.902)
Mm-hmm.

Gabrielle Martorana (36:09.654)
Yes. Yes. And that's huge. That's so huge. The energetics behind launching and sales and attraction. mean, attracting clients and attracting significant others. Like it's all the same. There's this, there's this tangible thing that can be felt. And what's really repellent is grasp the energy or this needy energy or panic energy. You know, that's very repellent. We want to be in this magnetizing energy, which comes from this rooted confidence. And that's very hard to do when we've set up this pressure cooker.

Lucy (36:36.191)
you

Lucy (36:41.045)
Completely. Yeah, that's it's almost I can feel it in my body sometimes of just kind of a definitely in the first launch, you know, after live master class, I didn't I never navigated that before. So afterwards I was like, no, I need the signups now. Like I need to get people in. Like I have a goal. I need to make this even work with it being a group setting. I need multiple people. And it was just

Gabrielle Martorana (36:41.187)
Okay.

Gabrielle Martorana (36:59.374)
Lucy (37:06.917)
I felt very icky within myself because I knew I was kind of giving out that energy of the grasp of the kind of, you know, pushing. was very, it was a very masculine energy I fell into. And I guess with, you know, this launch coming up is I would just love for my energy to be more in that feminine. I understand that, you know, with strategy, there has to be a balance obviously of, you know, that masculine energy. I would just more than anything.

love to feel comfortable that I am able to flow into one another when needed. And I guess with the content and, you know, sales, I would love for that to feel more feminine.

Gabrielle Martorana (37:47.247)
Mm-hmm. Mm-hmm. Exactly. And it can feel very feminine. It can feel very magnetic. You can be in that sought after energy. When we put some more of these systems and structures and that masculine energy in place to support you throughout the whole year and support these systems so that way, like I said, your sales process has been doing the work and building for you literally all year round.

And so when you are ready to open the doors for your signature offer, there's already people standing in line waiting that have been waiting because they've been going through this experience with you versus this need to like drum up this energy, almost what feels like from nothing, you know, to like push this energy in this direction, which like you said, can feel like stepping really deeply into the masculine. And it doesn't have to be like that. And it can be very fun and very flowy and very.

intuitively guided when you've kind of set up these other things to support you.

Lucy (38:42.909)
100%. And it's exactly what we said there. It almost feels like you're trying to make something out of nothing. Whereas I have so many people that are following me and they're on my email list and I know that they're there and it's on me to nurture them and to allow them to keep gaining that trust with me. So I would love maybe your advice right now is coming up to this launch, where do you feel like is the most

effective place to be spending my energy. Obviously have people on my email list like I know that I should be nurturing them but then I have the content going on like for you right now kind of observing my business where do feel like is the best place to be focusing that energy?

Gabrielle Martorana (39:28.91)
So we are two months away from your launch. I would encourage you to add in another touch point. So another offering between now and then. So besides the masterclass that leads into your program, if there's another offer that you've been considering, I know you saying you were kind of mapping out where people are, what questions they have, like what value they could deliver. I would love for you to have two master classes going where you could have

invite people to the first one and then invite them to the second one and then have the call to action still be to join the signature offer and just have a few more avenues that people can get to know you, experience you, have micro transformations before the bigger ask of joining the signature program. I still think that you can continue with your content, but I think that if you're open to it, I mean, I don't know where you're at financially and how much pressure is on this business and on this launch for you income-wise, but

Taking some of the pressure off of this launch and knowing that you're going to be stepping into this new strategy where you're going to be chronically launching things that are going to be able to open up your money channels and bring in money because you're going to build out more low ticket items. You're going to, like you said, meet people where you're at. You're going to be nurturing people all throughout the year. So there's not all this financial pressure.

If you're open to stepping into that structure, you can start embodying that now by building out some other master classes and workshops, staying consistent with your content, creating a vault so that way you could repurpose in the future, showing up on TikTok, but maybe not to the extreme that maybe you did before. Maybe dialing it back a little bit to something that feels sustainable, but still is creating momentum. And then start looking at the bigger picture of your business. That's what I would do, but it kind of depends on your financials.

Lucy (41:19.199)
Yeah. It's so funny because it's almost for this year. was thinking, okay, the income, you know, the income points where it's, you know, it's going to be the launches March and November. So I do have.

Gabrielle Martorana (41:20.823)
Hahaha

Lucy (41:37.291)
I don't want to almost say it, but I do have a lot riding on the launch, but I know that I have options that if I don't want to, I can tweak the business model. Like I said, I have been working with people on one-on-one anyway, so that's been having a really comfortable consistent income throughout the year, regardless of the launches. But it almost is for me that I want to be hitting some big financial goals in my business. And I know that working on a launch like this right now, it will allow me to, you know, reach some amazing numbers.

And then I guess afterwards going forward, would be multiple streams of income, having those different offers and then kind of allowing it to be consistent high income in the business instead of just comfortable and then spikes because even that in itself, it triggers my nervous system. like, my God, the spike of money. Like I then have to make that work across the whole year. And it's just a very strange energy when it comes to launches. It's, it's really.

Gabrielle Martorana (42:20.142)
Mm-hmm.

Mm-hmm.

Gabrielle Martorana (42:32.142)
V.

Lucy (42:36.851)
I feel like my nervous system hasn't fully adapted to it.

Gabrielle Martorana (42:40.364)
Yeah, definitely. Definitely. I would do that then. Stick to your plan. You've had this plan in place for the year. Allow yourself to run through your process, but know that you're going to be making shifts. Maybe that will give you some kind of calm energy in your body, knowing, okay, I'm not going to be running my business like this.

Lucy (42:44.555)
You're fine.

Gabrielle Martorana (43:00.938)
After this, I know I've kind of set myself up this way, so I want to follow through with what I know how to do and how I want to deliver and what I kind of planned for. And then moving forward, I am now going to start implementing this kind of big picture, more rounded out, sustainable product suite and strategy. And I think that could feel really good for your nervous system too.

Lucy (43:23.307)
100%. And yeah, even like discussing this right now, I know that I just instantly feel a wave of calm. Like if that is the reality of how my business is set up, it will feel so much better for me when I'm there. It almost feels like right now I'm kind of looking at a bit of a mountain. I'm like, okay, we need to get over this first launch and then the beautiful view is, you know, on the other side.

So it's a funny place I'm in right now because I can really see the light in the tunnel. But then again, it's almost, okay, let's just prove it to ourselves. Let's get through this launch. Let's make it a success. And then we can tweak the business thereafter.

Gabrielle Martorana (43:53.889)
Mm-hmm.

Gabrielle Martorana (44:03.286)
Yeah. Yeah. Yeah. And then maybe some of the pressure can come off of this launch knowing that you're not going to have to do it this way moving forward and knowing that you are going to open up some additional revenue streams in the very near future. So maybe you don't have to have so much writing like in your mind, so much writing on it because you are going to be adding and adjusting ways that people could work with you and pay you that are sustainable and practical.

in the coming months after your launch and things like that.

Lucy (44:34.443)
Yeah, completely. you know, it's almost, it's an interesting journey of being a business owner because I can feel that and see that. And then it's kind of the inaction and the journey of actually creating all those things and getting it to that point, which, you know, you do have to love the journey as well. But it does kind of bring over that wave of like motivation for me that I'm thinking, oh, I could literally get this business to the point where...

Gabrielle Martorana (44:53.549)
Yeah.

Lucy (45:00.785)
I can feel really good in it and I can feel abundant and I can support and facilitate more people and give them just as much value and I guess for me that's kind of that's the goal is I just want to help literally change people's lives in that aspect.

Gabrielle Martorana (45:17.902)
Yes. Yes, I love that. I love that vision. And you can, and it can feel so good and so easeful. And like you said, can look as good or it could feel as good as it looks, right? So like on the outside, it could look like a certain way, but internally your nervous system is going through it and there's these highs and these lows and these peaks, but it could actually feel as good as it looks just with some different strategies and structures and some paradigm work. Definitely. Definitely. Yeah.

Lucy (45:44.757)
Yeah. And it's, so funny because, you know, even a conversation with a previous coach was...

you're always going to have to evolve no matter where you are in your journey and even people who are you know seven figures multiple seven figures you're always going through the next evolution of yourself and right now that's just happening again for me and it will happen again in a year's time when I'm when I've really reached the income goals I want to or help a number of people I want to it's it's just getting comfortable with growth consistent growth I guess

Gabrielle Martorana (46:07.406)
Exactly.

Gabrielle Martorana (46:18.348)
Yes, exactly. And when you get clarity on that process and you really dial in, okay, what are my tools? What supports me? How does this all work? That could feel more useful. And because like you said, you are going to be going through consistent evolutions. And that's the whole point of your business anyways, is to mirror back at you all of the places where you feel insecure or you feel wobbly or you feel unsure. And it's this chronic invitation to step up, to rise, to evolve, to expand.

and you have this desire to have this for a reason. It's for your evolution and so beautiful.

Lucy (46:47.275)
you

Lucy (46:52.843)
Yeah, it's so beautiful and I have to admit though, like being human sometimes I get tired, like the constant revolution of self, I'm like, God, I can't catch a break with all this self-development, like it feels like it's constant sometimes, I just want to relax, but it's the beautiful part of the journey, the consistent journey, I guess.

Gabrielle Martorana (46:59.608)
Yeah.

Gabrielle Martorana (47:05.038)
haha

Gabrielle Martorana (47:12.918)
Yes, that's true. That's true. But we do have seasons, luckily. Luckily, we go through some seasons. Yeah. And when your business can be set up to support you in those seasons. So when you do want to maybe hermit or kind of recluse a little bit or take some time off, do some shedding, some kind of that death and rebirth cycle, and then go out and discover things and feel re-inspired and plant new seeds, you can have a business that's set up to support you through that, you know?

Lucy (47:41.299)
Yeah and yeah that's almost for me I'm

I've been running my business for well this specific business for well over a year. And then I've been a business owner for two, three years now. and I'm a new business owner in that regard. I've had to build so much tremendous last few years. It's, it's very much kind of that energy of let's pour so much of ourselves into this, get it to the point where it is, it has legs. It's a, it's a teenager business now, like it can run by itself. and I know that.

Gabrielle Martorana (48:09.294)
Yeah.

Lucy (48:14.263)
right now for me, I'm stepping into a season which is, it's gonna be a lot of energy into business to get to that point. And I'm excited for it. Like I love, like I said, I love what I do. I love the business and especially me, you know, coming back to Bali, it's gonna be a time where I can really get my head down, have a great daily routine and just get so productive. And then I want to kind of reap the benefits out the other side of that where I've, all my hard work has kind of paid off to where the business is at at that point.

Gabrielle Martorana (48:43.946)
Yes, I love that vision. Love that so much. Beautiful. Are there any final things that you want to touch on or share or anything or how are you feeling?

Lucy (48:57.225)
I'm good. I'm feeling very reflective of the business and if anything, from our conversation, I'm just feeling even more motivated for the mission I'm working towards falling in love with my business even more. you know, it's kind of allowed me to have a bit of a bird's eye view perspective thinking this is just another little kink. It's just the journey of being a business owner with the launch coming up. It's a part of the journey and if anything, it's just a speck in my

decades of what's to come of me being a business owner. So it almost feels like it's taken pressure off of this one moment in time that I'm in right now and

If anything, it's me wanting to just enjoy this because Lucy five years from now is going to think back at this right now as having a child think, I'm so proud of where she was at. Like I know she's thinking that. So yeah, thank you so much for kind of bringing that up for me. And if anything, allow me to kind of step into a higher vibration, my business, guess.

Gabrielle Martorana (49:59.442)
Mm. I love that so much. Thank you. And if people want to find you and connect with you, can they find you?

Lucy (50:07.467)
So I'm mainly on TikTok. So you can search me up on TikTok at Lucy Jasmine Cole. And you can also find me on Instagram at Lucy Jasmine Coach. So I'd love to kind of invite you on in and just see a glimpse into my life as well. It's full of travel, full of adventure, full of being a business owner. So yeah, that's where you can find me. Thank you so much. Thank you. Thank you so much.

Gabrielle Martorana (50:27.256)
Perfect. Thank you so much. Thank you so much for coming on.

If you enjoyed today's episode, I would love to hear about it. Send me a DM on Instagram. I am expandwithgabrielle. And I'd love to hear what was the most impactful takeaway for you. Also, if this is something you are struggling with, finding your niche, outlining your offer, building out your product suite, launching, I have some exciting news for you.

I have rolled out the Booked Out Business Blueprint. It is a step-by-step framework and guide for you to create a signature offer from start to finish, getting crystal clear on your niche, designing and building your offer, and launching it with magnetic messaging. If you thought today was impactful, you just wait and see what is inside there. You can find all the details at gabrielmartirana.com backslash blueprint, the link is in the show notes. And I will see you next time.