5 Lessons From 5 Years of Launches
In the last 5 years, we have profited aundantly from launching things that make absolutely no sense to most people in ways that defy standard selling shoulds.
Some examples of said things…
Some examples of said shoulds…
We do not do or have any of the following:
• a big social following, a big list, really a big anything; our highest grossing YTD happened with an email list and IG following of < 3K
(we may not be big, but we know how to work it 😏)• use ads
• keep up with content and social media trends
• sell systems, scripts, and how-to’s
• scream at you that we have THE WAY for you to make oodles of money!
• try and make things make sense so that they’re easier to buy
• the list goes on…
If you know me, you know my rule is I’m actually not opposed to anything. Nothing is off the table. But if it’s on the table, I want it to be… coherent, aligned, playful, in flow.
Like so…
I’ve been offering healing-coaching-teaching-esque work for 8 years, been in official business for 6, and been ‘launching’ offers for 5. We recently decided to look at our all-time numbers solely from offers and realized we had crossed $2M.
This is a big deal-quantity-wise. But, to us, this is also a big deal quality-wise.
I.e., the way we did it. The ability to look back with pride and appreciation for how we got here.
We stuck to our guns; we did it our way, even when it didn’t make sense; we stayed connected to ourselves and our creations (in a world that wants us to pay attention to anything else).
Here are 5 keys gleaned from this:
1. Success doesn’t have to be a consistent upward linear trajectory
In my 5 years of launches, I’ve learned that every number based-outcome. I.e., the number of sign-ups and profit has immense wisdom. In the same way, trees dropping their leaves every Autumn and perennials dying every Winter and returning every Spring has wisdom.
My job is to trust that wisdom. Even if it’s yet to be revealed to me.
In my time in business, smaller groups and slower moments have perfectly coincided with traumatic life events, transmissions meant for a particular and intimate group of people, and my system requiring the extra space in my calendar to apply deep focus to a project or something else in life.
To me, Winter is wisdom. The atmosphere is penetratingly still, and to the naked eye, everything is in a deep slumber. Yet, underground, intelligent activity abounds.
Larger launches and quantity-abundant moments have come with a greater capacity to teach and facilitate broadly, a readiness to be shown that a way of being I’m committed to can yield great fruits, and sometimes, when the thing I’m teaching or facilitating has been decades in the making.
2. Your connection to the creation matters more than anything else
If you aren’t enraptured by the creation process and, thus, your creation. No one else will be.
Now, enraptured is a big word.
Feel free to replace that with, in alignment with, embodied behind, coherent, devoted to, in service to, etc.
This boils down to coherence doesn’t lie.
As online businesses multiply and the age of being sold to up-down-all-around abounds—people are becoming more intelligent.
They can feel when something is simply a cash grab, when you don’t really care about your offer, when the creation is less you and more a medley of the 3 business coaches you religiously stalk.
And none of this is to say that it still won’t sell and create a profit.
But this business style is nothing more than a re-creation of the very systems and companies that so many of us became entrepreneurs to opt out of. To create ~ a different way ~
If you’re reading this, I know you’re in business because you have something that wants to pour through you. If so, coherence, connection, and communication with your creations is your greatest ally.
The people who care about this are the people who you will be honored to have invest in your work. Honored and humbled.
“People don’t need to find what you do interesting. If it’s interesting to you, that’s all that really matters.”
– Rick Rubin
3. Let people misunderstand your creations (and you)
It’s out of your control, never going to stop, and most of the time—it’s none of your business.
The moment you let a creation go, you have to be willing to let endless other people form their own connections to it—many of which will be vastly different from yours.
Just like in choosing to share yourself, in each share and each moment of revealing yourself—you are opening yourself up to an endless field of misperceptions and projections, and just like with your creations—you have to let people have them.
What do I mean when I say, ‘Most of the time, it’s none of your business?’
Subtle suggestion: when something (opinion, feedback, projection) has reached me—be it through someone giving it to my face, me asking for it, or even happening to see one—I now look at it as ‘my business.’
In the sense that this is a great chance to see where I’m at. Does the opinion trigger me? Great, something to integrate. Can I keep the opinion separate from me and see if there’s something of value there for me? Awesome.
In my looking at it, can I have the skillfulness to recognize nuances like sometimes something of value can come from someone who is being wildly unskillful and—sometimes an opinion from someone you deeply respect and trust can be incorrect?
Oh yeah, that’s that good subtle stuff.
4. Building something real takes TIME (contrary to the potentially thousands of things you’ve seen that claim it doesn’t…)
A lot of things you see out there *gestures to the Internet* are built on hype.
Hype is bright, fast, and loud.
There’s nothing wrong with hype, but hype without vital roots and nourished soil—is a mirage.
I’ve been in this industry for 6 years now, and that which flames up quickly and bright cannot be sustained without a great abandonment of something.
I’d like to say it eventually burns out, but honestly, people will run things on hype for a long time.
This is where things get tricky. To you, they look uber successful, and you think, maybe I should just buy that X from X that promises me X because they clearly have it figured out.
Yet, what you don’t see are the tremendous omnipresent side effects that come from running something solely on hype.
Because of my 1:1 mentorship, I often see the side that’s not shown. And let me be the one to tell you that you will never regret building something on a strong AF foundation of alignment, integrity, and congruence. Never.
Think tortoise and the hare. Be the tortoise.
5. Patterns mean nothing.
Unless you assign meaning.
Then, they mean something.
We all do it.
Something works really well, so we assume that it will happen the exact same way again. The funny thing about again is we often create stuck moments in time (resistance) from things that to us were ‘the best’ or ‘went really well’ or are now obviously ‘the way it should go.’
The more this builds, the more you lose touch with flow—within that, the space of possibility and, instead of again, ‘next.’
I have to do an early bird because that’s the only way they will buy…
I have to offer 50000 bonuses to make it ‘worth it’…
No one buys during the holidays, so I can’t…
I can only offer fully-live programs; otherwise, they won’t buy because…
If I take away my readings, they won’t be interested in my other offers because…
In all of these examples, try replacing ‘they’ with ‘I’ and watch what happens.
More often than not, this has nothing to do with ‘people out there’ and much more to do with your own resistance.
Subtle suggestion: Flow requires direct engagement with yourself and Life. Please don’t read this, change something massive in your business, freak out that it’s not working, and then decide it didn’t work.
Allowing something to change means allowing yourself to change. Allowing yourself to change requires the cultivation of your authentic energies… which just so happen to be naturally transforming all the time (creation, sustenance, and destruction #naturebaby).
Every time we make subtle—significant shifts in the way we do things, we know that our job is alignment with the change, staying in the moment-to-moment practice and faith in the dark. Let your physical reality catch up to you, and while you’re in it, you might as well enjoy the damn void.
Try to avoid getting stuck thinking things only happen or can only be 1 way.
Because, truly, anything can happen, and anything can work.
Where to go from here?
…We do have a beloved program on creating and selling with coherence 😏
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