Launching Myths and Must Dos with Shenee Howard

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Launching is basically the Schrödinger’s Cat of marketing.

It’s an approach to sales strategy that feels simultaneously dead and alive.

Effective and broken.

Useless and game-changing.

Creating record profits, and record failures.

Somehow everything, everywhere, all at once.

My criticisms of the launch world have been well documented (and coincidentally read tens of thousands of times) — but it’s still a part of my business nonetheless because, in some ways, it feels unavoidable.

Working with the Sales Devil I Know

Whenever I have a new product, or offer, or switch-up to share?

Alright, fiiiine. Gotta roll up the ol’ sleeves, write those emails and social posts, and get the word out.

While there are technically many different ways to run your business and sales strategies — looking at you, Ross O’Lochlainn — I still reach for launching because, for all its flaws, it’s familiar to me.

(And it helps that, after almost 10 years writing launch copy for businesses of every size and sales figure, I could basically write a funnel in my sleep.)

Regardless, over the years I’ve developed my own approach to launching that works, feels good, and doesn’t require me to drop thousands on Facebook ads…

… But that doesn’t stop me from giving a side-eye to the way launching itself can be framed.

Because launching, like basically every marketing tool ever, is sometimes positioned as the “fix” — a magical process that will bring in piles of cash, that you can eventually automate, run evergreen, and finally free yourself up to pursue your true passion of underwater basket weaving.

Is Launching Broken, or is it the Fix?

The truth is, as always, deep within the nuance.

It’s not just about what’s still effective, or still broken in the launch world — but why, that matters most.

Launch myths and realities are something I geek out about often with my friend Shenee Howard (along with K-Pop, Keanu Reeves, ways the show Devs should have been better) — so when it came time to finally do a #HAMYAW digging into their subtle pros and cons?

Naturally, she was the first person I called.

If you haven’t met her yet, Shenee is the founder of and The Done Club and is, hands down, one of the smartest people in the online branding world.

It also helps that she’s a brilliant writer, an absolutely prolific creative, and generally one of  my favorite humans —  and whenever I’m making new plans and need opinions? She’s one of the first on my list to ask.

So if you don’t know her already, rest assured: you’re gonna love her. We sure do.

Let’s Talk Launch Myths and Realities with Shenee Howard

On today’s very special episode of #HAMYAW And Friends, Shenee helps us bust through

Schrödinger’s launch box.

Together, we dive into common misconceptions around launching, and dish on what works, what doesn’t, and most importantly, WHY.

Catch today’s episode to watch us tackle questions like:

  • Is “effortless automation” a real thing?
  • What’s the difference between a launch and a campaign?
  • Are launches dead for real?
  • Does launching HAVE to be the base of a business model? Or can you switch  it up?

And while you’re over there, check it out and let us know what YOUR launch stories are.

We want to hear the good, the bad, and the ugly – so hit us up in the comments!

And also, before I go! Two quick things:

  1. We’ve switched up our captioning on the video, so if you’re looking for those sweet sweet subtitles, just hit the “CC” button while you watch.
  2. This episode is on “speaker view” as opposed to our usual grid, because when we filmed this back in Feb, we were experimenting with downloading the episode directly to our devices to improve image quality and… WELP! That didn’t work.

But we carry on!

Happy #HAMing!

Episode Transcript

We did it ladies. Thank you, that was so awesome.

You were fantastic.  

You were fabulous, thank you.  

I want you a million times over.  

Yeah, we’re now renaming the show SHAMYAW and you are part of it. (laughing)  

I would love that.  

Strong acronym.

I sort of want a show where we just shut up and Shenee just talks. (laughing) (upbeat music)  

Welcome back marketing nerds in the world for another episode of HAMYAW. In this case HAMYAW and friends and today Margo and I are joined by the amazing, the brilliant, the irreplaceable, unmissable Shenee Howard. Shenee, welcome to the program.

Thank you I felt like when the wrestlers come out and they’re like, “And coming up–” (laughing)  

The kinda energy I’m trying to bring today. 

So, today we are talking about Launch Myths. The realities and unpleasant lies you’ve been sold about the nature of launching in the space, what’s changed what’s new, what’s different, what’s no longer working and what you need to be thinking about and changing on your road to having a next successful launch.

But before we get into that, I would love Shenee for you to introduce yourself to the folks at home, talk a little bit about what you do and where they can find you first.

We’re not gonna leave that for the ads (laughing) because these people read everything because you know, we’ve been friends, I’ve been following you for years and you always bring the realness and you’re always right before anyone else is right so (mumbles).

Hello, my name is Shenee, I’m the CEO of Money Words Monthly and you can find me at heyshenee to see all my things, literally go anywhere and you type in heyshenee and I will appear (laughs) that is the brand tea I’m at. And I’m a brand strategist and copywriter. I’ve been in business for 10 years.  

I like to make the joke that years in online business are like dog’s years. So you’ve been in business for 70 years  

100%. (laughs)  

Anyway, so we have so much we wanna talk about today. But I think first what I would love to bring up with both of you is there’s obviously so much in the space right now about launches and about businesses that feel like they wanna teach you to depend on launching to bring in your income and become a core part of your business and create passive income when there’s nothing passive about it.

So what I wanna open with is asking both of you, what is your least favorite launch related myth currently?  

I think the biggest one is that it’s just like, that it’s a sure thing. People have kind of developed this energy around launching. It’s like listen, all you do is you sit, you write the emails, you do the ads, and then it’s like a done deal, when it’s like the farthest from the truth.

So I think that like, the biggest myth is that like, it is like the most viable option ’cause like people really believe that. They’re like, launches is the most viable way for you to make money when it’s like nothing is farther from the truth. Honestly, like now, I would argue that it’s like not a great way to make money extra, (laughs) like I would go that far.  

Can we define launcher people because I think that that’s also contested like, I totally agree with you today. I think there’s so many different ways to make sales. Like I was talking to a friend of mine who’s a coach, she banks in around a quarter million dollars a year.

And we were talking about how like, she just does direct sales and she’s like, I don’t understand, I don’t feel pressure to do launch because it doesn’t fit with my business.

So part of it is also like, what is your business? And how do you need to show up for people? How do people expect to learn about you? And what is your funnel look like? So like, how would you guys define like what a launch is and maybe differentiate it too, from a campaign?  

For me, I think a launch is when you have like a really set period, where you have the intention to get sales, but like and then you’re using really big paid advertising push to kind of push the needle along. So I feel like traditional launches is like, you have an event that you promote with paid advertising, and then there’s like a really specific cart close.

That’s kind of what I’m defining is like a launch in the more traditional sense, like the kind of launch that kind of became really popular in 2011 to now, when you did it in 2011, or 2012, it was like a sure bet, because it was like, 

Everyone else was doing it. (murmurs)  


I was about to say, let’s just say the acronym.

The PLF method worked really well, because everything was in its infancy, like, even like Facebook ad power was in its infancy. I mean I remember at the time, I worked on a launch and the leads are like 20 cents. (laughs) I remember, I was looking at something, it was like $5, $6, $10, and it’s just like wild. So I think that’s sort of the version of launching I’m talking about.  

Oh my God 20 cent leads, I’m gonna be thinking about that all day.  

I know, like when I was in advertising in like the corporate sector, we thought of campaigns more around like this is a theme that permeates all of our collateral. So it wasn’t about necessarily a pressure to sell.

There were all different goals, but it was like, here’s the big idea. And here are the different ways different channels, different methods, different brand digital assets that are all gonna communicate the central theme and the campaign is around that. And it runs for a certain period of time. I think of launches being like a lead up to an event. The cart close to me is the biggest.  

I think that’s the biggest distinguishing factor.  

Yeah, that makes sense.  

[Margo] It’s not evergreen.  

Yeah, it’s just having a cart close.  

Okay, I’ll jump in here with my least favorite myth, the effortless automation, that you could just have this seamless, fully functional funnel that you never have to touch. That one makes me raging because it’s just a lie. It’s just a lie. And I’m also, all three of us have had the privilege of being behind really big businesses, and I’ve never seen them function that way.

Like even in the best case scenario, where you have your assets before you start marketing, which like is never happening. Even then like there’s always something that breaks, there’s always some sort of live component that you need to be available for. It takes so much out of you.

There’s things you forgot, there’s team miscommunications, like there’s just a lot of more moving parts and I don’t actually think that’s a bad thing. That’s what frustrates me about it. It’s like part of the fun, it’s like producing a concert.

Nobody is like Shakira is not doesn’t have to be on stage and all of her dancers should have trained themselves. It’s like no, I feel like you should sell it the opposite. You wanna do a launch let’s all getting this together  

Like you’re crazy, you’re bonded.You’re not sleeping, you’re doing all the things all your friends have their like text message alerts for you because they’re like oh no Margo is gonna text the last minute question about payment processing today. (laughing) Like you’re just you’re like this effortless like you don’t have to touch it just use Zapier and like everything.  

There’s nothing passive about passive income. I think that’s it.(laughs) 

It’s a whole ‘nother

In my case, I think the number one launching myth is that – it’s hard to kind of put my finger on it. Well, first of all, I don’t like it when launches don’t work so often copywriters get the blame.  

Yeah, oh my gosh 100%  

In reality like no copy can save a bad product-market fit, somebody who’s priced themselves too high, somebody whose audience is no longer engaged or doesn’t exist.  

Preach. (laughs)  

They put out their first Facebook ad for the free webinar, it’s like it’s sometimes difficult to bring someone in for free and then have them pay you $5,000. So that’s one thing. But the second thing is that launching needs to be the base of a business model? Like the core of an online business model because we see that a lot.

But in my case, I think my bread and butter is my client work like consulting and my coach. It’s… and eventually creative direction. But launches are kind of an add on for me. And I think for a lot of business owners, they’re an add on but they’re being kind of sold as like a core of the business.

So you launch quarterly and you’ll bring in like this amount. It’s gonna be a six figure revenue stream for you if you launch it quarterly and like all this stuff, and I’m really referring back to that because that was like my biggest downfall with my copywriting forums. I’m like I’m gonna build it, I’m gonna start, I’m gonna launch every quarter. And wow really I don’t wanna launch every quarter.  

Yeah, it’s awful. 

It sucks.

I had guilt for a while about not like making it a core part of my business model when I realized I just didn’t necessarily enjoy it. I loved teaching the program. But launching itself takes everything out of you. It’s insane. I’ve never known anyone to launch peacefully and some people do it better. But if somebody is telling you, they’re launching totally peacefully, and it’s been all rainbows and butterflies.  

Yeah, and it goes back to this idea that it’s meant to be this experience that is foundational to your business. And it’s gonna be easy, and it’s gonna be all these things just kind of, it also ends up creating like deeper business issues, because a lot of people who launch often don’t have good data about their audience.

And then also what happens as you launch it takes all your energy, all your resources, all your money. And then most people have a hard time engaging after that.

So a lot of times you see businesses that have had a big launch, whether it was a success or not, and then they just like stop talking to their audience. And it’s not on purpose.  

Yeah. (murmurs) I’ve done that oh my God.  

And like people feel really bad about it. And then we go back into a launch again in the middle, like looking at the stats.

I’m like, Okay, well, what are they into? What are they responding to, just like getting data points, so that you can create for a market is impossible with the brand that launches that much. And then like it’s like a thing that eats itself. Because then they like, don’t know who their customer is, after a while, which I’ve seen a bunch of times.

Where it’s like, they’ve launched so much, and they kind of put the money kind of, it’s like a math right, the more money you put into it, somebody’s gonna come. If you’re in a room with like, 1000 people, you’re gonna wanna have sex with maybe one of them. Well, you may even like one of them, you have to, you don’t even get it’s just math, you know what I mean? (laughing) 

The same thing with like a thing. It’s like, you put $7,000 into something, and even if it’s like, not the best offer in the world, somebody’s gonna be like, sure. And so when you have a situation where like, your buying scenario is like that, then you just like don’t know what’s going on in your business at all, which I think is like the other thing we don’t talk about.  

And can you talk to us a little bit about that, like the relationship building that needs to happen in order to ensure a successful launch?

The biggest number one problem I saw solving I was like working on the back of launches was literally they had the most people don’t have a good relationship with their list, where they just post every week especially this happens a lot with podcast based businesses, where they don’t have like a back and forth sometimes.

They’re just sort of like providing a thing, but they’re not really asking questions or engaging, so we don’t have enough information. And then the relationship with the person is kind of passive, where you get in this situation where your person just thinks of you as like a source for information as opposed to a service provider. 

And that’s what like relationship building does is that makes it to where like you are someone that’s providing a service cause as you’re asking questions and asking what they need. When it comes to like relationship building, developing a profitable relationship with your customers before you kind of launch is really important.

So a lot of times a lot of the big brands especially, they kind of get caught up in just giving free services or podcasts and things like that, where there’s not really an exchange of ideas. They’re not really called to kind of really engage with you in a deeper way. So when the launch happens, they already have a passive relationship with you.

So there’s no reason for them to kind of like, actually buy something because it’s like, well, I get the cow for free. I mean she’s just gonna do this launch, and then we’ll be back to her giving me all this value, and doing all this stuff. So I don’t have to buy anything, when really you have to be setting up a profitable relationship with your audience. 

And I think a lot of people think that just having a launch makes them sort of like a business but like, people don’t automatically have that relationship with you. Because you know, there’s a bunch of big people who are in my inbox and they launched but I would never think to buy from them. You’re like a figure who has like free stuff forever, but like, I’m not seeing them as a provider.  

I think that’s such a great point. And I’d actually love to hear you talk a little more about that. Like, what does it look like to build a profitable audience? ‘Cause where I get stuck, you know giving stuff away for free and like, you know, trying, I’m like, I’m providing value, I’m giving a little too hard.  

There so much to say about that (mumbles)  

Lay it on me girl.

The value trap! Especially people like us who like have integrity which is stupid. (laughs)  


Listen, your takeaway from

Get rid of your integrity, no ethics, this will be a lot easier for you.  

Boy does Russell Brunson have a mastermind for you.  

So basically, what what we can learn from people like that is that they are really good at opening loops but not closing them. And that’s something that a lot of people with integrity and value struggle with. Because we always wanna help people in a very complete way.

But one of the sort of like, guiding principles to learn when you’re serving people when you’re doing launches and stuff like that, is that people value what they pay for it, period. Like they can say up and down that they like, you know, can’t afford it (funny noise) and that could be true, but ultimately people value what they can, what they pay for more than something that they get for free. 

So having that mindset when you go into your communication really helps where you’re really just setting it up and getting them in the mindset to think about these things, but not necessarily solving it all the way because it’s like, they’re not ready for it. If they haven’t really put the kind of like equity in it in some way. Sometimes it’s effort, but most of the time, it’s money.  

So that’s the difference between like, “and here’s how you solve the problem in three steps, or like you have this problem, hit reply to this email.”

Yeah, yeah, exactly. And that’s how you start to build the relationship. And that’s like, a cool way to sell too it’s like, “is this something that you’re dealing with”, and then they respond, and then you talk to them and all of a sudden you’re on a call and you’ve made a sale.

You know what I mean?

And that type of stuff is like a more sustainable way to work and it’s also just, you retain customers better that way, as opposed to people who, like for example, you know, we’re copywriters, so if you give them a free bio guide, then you gave them a free bio guide. And if you sort of are like, “here’s the questions that you need to make sure your bio is good”, they’re gonna stick around and see what else you have to say.  

So you close the loop ultimately with like, the how to write your about page offer.  

Yeah, because also, it’s better for them too because it’s like sales is a lot of framing, right? So it’s really about getting people in the framework to make a decision for themselves, that just happens to me that they’re gonna pay you. We think of it as like, it’s more of a direct, but it’s mostly like, what we’re doing is we’re helping them make decisions.

And so when you think of it more that way, it’s a lot easier, especially when you’re in a launch situation, because in a launch situation, where you look at webinars and the way they’re structured, the way that really structured is that they’re trying to like educate people about who they are and what they do and stuff like that.

But again nobody really cares who you are, what you do. What they wanna know is like, is this the right time for this solution right now? Which again is another mistake.  

Or can this solve my problem?  

Yeah. Can this solve that problem right now? Is this the right time for it? When I think the PLF model really falls short is that there’s not really room for that because you have to do too much work because a lot of them are new leads. So they also are kind of like who the hell are you exactly? If you have to answer that question

Why are you in my house? (laughs)  

How did you get here?

A lot of things that you end up having to do, which makes the launch process a lot harder.  

We’ve bashed a little bit about behind the scenes launching, but like launching came to fruition from a really good place. Like it came from, okay, actually cart close works really well. Launching actually used to work really well. It was a nice way to get attention and concentrated around a particular product and allowed sales to spike.

We’ve seen the opposite end of that pendulum with like our friend of the show, Ross has an open every day framework about how you should be selling all the time. And so looking at that, and then also looking at direct sales. But I’m wondering here kind of what happened along the way that sort of broke the launch formula that should presumably still work.  

Yeah. Well, (laughs) one thing to say is that the launch model still works for some industries like the financial industry, it really works for – people in real estate have a good time with it. Some of the other kind of other industries can still do it.

I think what happened is that it’s a bigger part of like the online business, online education crash that happened, where there were so many courses and so many classes and so many providers and stuff like that, but the market share just ate itself.

And then I think a lot of people were launching without paid advertising, but most of them were using paid advertising from what I could see from like the early days, and increasing prices, more competition, all this stuff created a situation where launches required more effort and thought in testing, than people were giving them. 

And one of the biggest things that I tell people too, is that launches are so risky because a lot of times you’re creating messages, which I mean, I’m a copywriter, so I believe that messages are super important, that haven’t been tested yet.

So you have an offer that necessarily hasn’t been tested yet, you have emails that haven’t been tested yet, you’re just sort of like hoping for the best. And that is what I think is really killed it, is that people are going into this assuming that just by virtue of being a launch, it’s gonna work without like, doing any of the work ahead of time to make sure that it will work.  

That’s really, really important here. I think a lot of people don’t have a tried and true product, like a signature product that they know works, that they’re bringing to market now in a different way. I think people are launching beta tests, yet being shocked that testing didn’t work. Like why would you spend $50,000 on a beta test? You know what I mean? (laughs)  

Margo and I talk about this all the time, too. It’s like the first time you launch something, it’s basically a test run. I mean, everybody is “Okay I’m launching, it’s gonna be a bazillion million dollars. All my money back”, and yeah.

But I think what we forget and where I’ve tripped in my business so many times that like launching is an over and over type thing, not just to, you know, make money but also to optimize systems, like you can’t just wake up one day and be like, “I wanna do Facebook ads.”

Like you got to test those you got to do your your residence stack, you’ve got to build towards making the offer. Still, I think people don’t have enough patience.

What killed launching and a lot of ways in our industry, which is like, again, like the marketing, business education space. And also coaching, it was first of all saturation and industry cannibalism, what you were talking about like this is the snake eating its tail. 

Before like, “I will have one launch and that will be my money for the year because Marie Forleo does it and so I can do it”, you know, that basis of one big launch a year, and you are not gonna have to worry about it or you do one month and turn it evergreen and it set it and forget it like this is years of work.

And I think people are like totally tied into this idea of passive income and making money while you sleep. But that actually can’t happen for me maybe five years down the line. Because it’s not just messaging.

It’s you know, how your audience changes and shifts as you begin to like pursue different things and what’s going on in the inside of your business.

How are you perceived now? Has your audience grown? And how are they relating to who you’re talking to? Like all that kind of shift, and you’ve got to bring the launch around with you, which is a huge part of why launching is so tough is like a core part of any viable business model.  

I love this link though back into what we were talking about before we hit record about the long game. I think that launching in some ways has a branding problem and that people think it’s a short term solution like –


We all have worked behind those brands that were like, we need a cash infusion. I gotta launch tomorrow (murmurs).

Who is gonna go, we’re just gonna go and like I am hesitant and I’m really glad you said this Shenee.

I’m hesitant to say launches are dead because I don’t think they are. I think that there are a lot of different ways in which you can make money in a business and you can sell and launching is one way to do that.

And it works with certain markets. It works in certain industries or works for certain businesses, and it works for certain personality types.

But I think that it’s a mistake to consider it a short term cash infusion to your business. I think that you have to see it the same way you do all sales, which is you’ve just got to repeat it, like drive the point home 1000 times.

And I remember how devastated I was the first time I launched something. And my friend Sarah Peck was like, “You did it twice. (laughing) Like, you need to do it seven more times before you even throw in the towel. Are you kidding me?” And I was like, you’re right.  

It’s crazy and then also, I think there’s like this lack of focus on the offer itself. Like I think that one of the biggest things that’s happened in the last couple years is that people don’t really, I don’t know if it’s because there’s like a lack of care at the top.

But just like not really caring about what the offer actually is. I’ve seen this a lot from people just like in the world where they’re just sort of like, “I’m just doing a launch.” I’m like, “Okay, what are you selling?” They’re like, “Oh, it’s like this.” You don’t really like cobble it together like they put more attention on the launch itself than what they’re selling and the actual offer.

Offering design has never been more important than it is right now. Like you have to design good offers and really put thought into it and really put energy into creating experiences that people are gonna wanna buy.

Especially if you’re in the online education space where you can like throw a ball and hit a course, like you need to make sure it’s either a target market cornerstone, it’s like something they’ve never seen before. It’s something like in the design of the offer, that’s gonna help. 

And so when you have a really good product that has a reputation like that, that has been demonstrated through great marketing, effective word of mouth and all that stuff, then you don’t have to worry about it. Like I think about like the ice cream store.

I work with a local ice cream store, just like get them an email list and do stuff like that, like the way that people respond to their emails, when they like announce new ice cream flavors is like, why? (laughs)

Do you guys know that engagement, they’re just like, wow, I’m just like, okay, but it’s like when you have a product that’s really well and it’s like for a specific type of person, and then they know that they want stuff like that. 

Then a lot of the other stuff like doesn’t matter. Like it was like my little thing that I’m always working on and I’m always tweaking offers and always like refining them, so that they can be more and more specific and more and more like, I gotta have it for people.

And that’s really all of it ’cause a lot of these launches things they just weren’t good. Like, a lot of these products are not good. Like, copy in the copy sure, like it can be an offer for anyone. And it’s just like not good and that’s like a big part of this as well.  

That closing loop is so important too I think. It’s more than like when I go to a sales page, and it’s listing the benefits and results and I’m like what? (laughs) What does this mean? Like a lot about how I feel, but like in terms of like living my best life and changing my time.

Well, and product design is also a way of thinking in a huge way. It’s not just like problem solution there are so many pieces to it. And I actually have a mini course, Like Lightning, about this. Really simple course like five days.

It’s like where do you wanna be in your business and what’s on your mind when you wanna build? How are you gonna build it? How are you gonna talk about it before you sell it and then how are you gonna like what (mumbles) yourself thing. 

And I had a student being like, hey, so I just wanna let you know, I use the systems, like built my latest offer and judging by my last launch, I was expecting to make about nine sales. That was my goal. And I made 39 question mark, exclamation point.

Question mark, exclamation point, question mark.

I was like, “yes ’cause when you like see the whole picture, and you understand not just like how sales are today, you have to be talking about something before you sell it, or that you have to be like building up interest”.

But also it was about getting them really specific on like, not just what the offer is, and like what the features are and how it’s gonna be cool. But like about the problems it’s gonna solve the burning fires it puts out like the goals it’s gonna help people achieve.

And when you approach launching and sales from that place, first of all, it gets a lot easier. You get in the weeds a lot less. And there’s a lot less concern about like style, because you’re offering people something they need.  

I love that we’re talking about marketing and launch myths and basically saying you need a better product.  

Yeah, that’s pretty often the answer.  

As we pull all this conversation on launching together and looking at the myths around, how important is your copy? What is your relationship like with your customers? Did you nail the messaging? Are you even meeting them where they’re at? Are you meeting them too low down the funnel and that’s the problem.

Like the timing and the context of launches in this particular moment in the zeitgeist, I think these are all like really rich and juicy topics that I want us all to keep thinking about and chewing on as you move forward with your business. 

And remember that like, this is where I like the first principles, ideas of like, going back to what actually works, what actually moves the needle, because I don’t think anything we’ve said in this conversation is actually that revolutionary.

It’s just that nobody’s talking about it. Do you know what people actually want? Not what they need, what do they actually want? Is this the right time to sell in to that? Is the product, a thing that people can understand what to do? And is it good? Is it delivering on the promise? And is the promise something that people even want?

So like, all of these things, I think come out when we’re talking about launching and there’s something to think about is you decide whether or not launching is right for your business.

So we actually would love to open the floor in here, but your disaster launch stories, also the ones that have worked really, really well tell us what’s working, tell us what’s not, we’d love to hear about in the comments, Hillary and Shenee anything else we wanna add about launches?  

Well, I was gonna say the one thing to also think about is to make sure that you’re talking to the right people, because it’s another thing to really touch on, which is huge, huge and that’s when I talk about like, launches from you that didn’t go well, or whatever it was, because you have a market that’s really great branded, well, whatever, blah, blah, blah, but you’ve built an audience with people who don’t need it yet, or they’re not ready, not in the right space or whatever. 


So a lot of the work sometimes is getting your list and your audience to the space that you can kind of create stuff that you wanna create for them. Because a lot of times that’s what happens too is that there’s like a mismatch and then people feel stuck.

They’re like, well I could change now ’cause that’s what my audience says when you really need to kind of make sure that you’re aligned with them in that way.

So that’s the other big thing that happens with launches too. It’s like, this is great, but I’m not ready when we ask for feedback after like, I’m not there yet. So you have to like kind of make sure

But now you know, and you can adjust and that’s part of the gifts of launching too like you cannot discover these things until you put the offer in front of somebody.  

And it is good in that way, like launches are great. I love them, it’s like data, especially if somebody’s not spent a lot of money on it. Like I really love where there’s a launch, they haven’t spent a lot of money on it and they’re like, this is what happened and we can go back and look at it and ask questions and see what’s going on. And I would say nine out of 10 it’s because the audience is just like not in the space for the offer.  

[Margo] Yeah, dude that was so true. I also wanna add before you go, a really good example of the like, give them the idea and then take them deeper into the world is actually Andre Chaperon’s Sphere of Influence program, particularly the sales page.

The program itself if you’re familiar with copywriting, the marketing basics may not be something you necessarily need, but it’s a really great example of like starting with the top of the funnel idea and bringing them, bringing you down the rabbit hole, so it’s a great example of it.  

All of Andre sales pages are beautiful if you guys had a look at things that you wanna copy by hand for example. I feel like we’ve all taken those classes where you have to do things right. (mumbles) (laughing)  

All right. Well, you guys if you liked this episode, please like it below. Subscribe to our channel and share it with your friends. I am Margot Aaron.

I’m Hillary Wise.  

[Margo] And our guest Shenee.  

Yay! (laughs) Thank you.  

You can find Shenee anywhere on the internet that you look up Hey Shenee, she just appears I love that. Please look her up, tell her hello, @ her a lot. And we will see you guys in two weeks. Thanks for watching.  

Bye, guys.  

[Shenee] Thank you. 

Photo by Juliet Clare Warren

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