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Foreign welcome to the Courage and Clarity podcast. I'm your host, Steph Crowder. I'm a former sales training director who's helped thousands of entrepreneurs earn a living doing something they love over the past 10 years. On your journey, you'll need the courage to be bold, to take risks, and to do what looks crazy on paper. You'll also need the clarity, the brass tacks, simple strategies that actually work. And on this podcast, we deliver both in equal measure. Oh, and by the way, we've got absolutely no time for bs, gross marketing tactics or get rich quick schemes. Just sustainable business strategies for good humans with big dreams. If that sounds like you, you're in the right place. Let's go. Hello. Hello friends. Welcome back to the podcast. Welcome to episode two, part two of my series that I'm doing called the New Rules of Launching. So in last week's episode I I talked all about how you can fall in love with launching. Specifically, we got into why you hate it. If you have done launch based business models before or you've done any kind of like sales campaign. When I say launching, I'm really talking about having a. I think the easiest way to define it is a cart, open a cart, close a specific window of time where you are trying to generate a concentrated number of sales enrollments to students, et cetera. And so in the first episode of the series, which is the one right before this, we just really explored how you can fall in love with it. Why for a lot of us, you might hate the idea of launching. You might dread the idea of having to be super on and super like visible and doing all of these launch activities. It can feel really exhausting and draining. So in that episode, if you are curious about how to start, stop hating it and actually exploring this idea of what if you could love launching? What if it could become something that you're able to see differently and experience differently? As a business owner who, at least at the time of this recording, we are kind of starting to think about wrapping up 2025. Going into 2026, one of the big things we talked about was something that will make you hate launching is having outdated strategies and using 2022 methods in a 2025 or 2026 world. I know it doesn't sound like that's that much time, but in the online business space things move really quickly. And so if you're not iterating, there's a really good chance that you're not keeping up with the way that our buyers are growing and moving on and looking for new and different. And so you get to be part of that, which I think also re re energizes us. And there you have it. Now we're actually enjoying launching again. So that was a really great episode. You can skip back one to hear it. But for today, we are talking about. I think this is gonna be a really good one. We're gonna talk about how to plan your six week launch in one sitting. Okay? So I really want you to think about how we're going to create the plan that will double your results. Because here's the truth. You don't need to spend months spiraling about your next launch and spinning out and freaking out. Okay? You can plan the whole thing strategically and energetically in one sitting. Okay. And you're gonna do it by using a repeatable rhythm. I call it a repeatable sales process that sets you up for a powerful and dare I say, even a calm six week Runway for creating the sales that you want to have. Now, this episode today is brought to you by my upcoming brand new free live training class. It's called double your launch. And we are going to talk all about how to have your best sales yet working 20 hours or less per week. You're not going to be chasing trends, you're not going to be chasing followers. You're not going to have to create a new offer. You're going to work with what you already have. Okay? So that class is on November 3rd and I want to make sure you're signed up because we're going to go way deeper into the concepts that I'm touching on today. I'll be able to show you a lot more visually, of course. And so I want to make sure you're signed up. You can go to stephcrowder.com workshop. You can just go to stephcrowder.Com there's like a banner on the page. Go to my Instagram bio. It's everywhere. Okay. Just make sure you're signed up for the class because like I said, it's brand new and it's going to be a really good one. I'm very excited to teach it. All right, so let's just have a little bit of setup. We're going to talk a little bit about the mindset behind having a calm, powerful, energizing six week launch period. And by the way, if you're thinking like, whoa, six weeks sounds like a really long time. I promise it's not counterintuitively, six weeks. Doing like thinking of this as a six week sales cycle is actually Going to make it easier. You might be thinking to yourself, oh my gosh, like I have to show up really hard for six weeks. Like that. Like that scrambles my brain even thinking about it. I want you to try to have the thought. It's actually easier to sell something when you've been talking about it for six weeks at least, versus I think sometimes what we do is we sort of surprise our audience with like, surprise, it's for sale. And they're like, whoa, whoa, whoa, whoa, where did that come from? What are you even talking about? What is that thing? I want you to at least be open to the thought that part of the reason that you're not having the sales that you want to have is because your people aren't prepared. Right. And I don't mean more nurture content, I don't mean more giving away free value. That has nothing to do with your offer. It's like literally helping people prepare to buy from you. I wasn't even necessarily planning on starting off with this, but I think we don't really consider that. We don't really consider being in our buyer's shoes. Like, think about your latest big purchase. Like really think about it. Get it in your head. Was the last thing that you spent like multiple thousands of dollars on. You thought about it for a little bit, right? You may have even spent a few weeks like getting the funds together, talking to your partner about how you were going to pay for it. Like, we don't really extend the same courtesy to our audience at least. Outdated sales strategies do not do that. We're sort of like, I don't want to take up too much, much space, I don't want to talk about it too much. Let me just sell this for like a week or two. And then we're super disappointed when people don't take us up on it and we conclude, well, they didn't want it, they didn't like it, they didn't see the value. It's like, well, maybe you just kind of blindsided them with the offer. So when I just right out of the bat here, right out of the gate, I want you thinking about the six week launch sales cycle as also being a warmup period, a ramp up period, a driving period that's going to help people have the time and space to be like, oh, okay, this is somebody I pay attention to. She's getting ready to open something, she's getting ready to sell something. Let me start paying attention. Let me start looking at, you know, what my investments are going to be. Let Me start to really think about this. Like, do you ever realize that we actually really do need time to. To get our head especially around. Especially if you have a higher ticket offer, which most of my clients do. It's what I teach for the most part, for my coaches and my service providers. I want you having a higher ticket way of working with you. People need some time to be ready for you to sell to them. And so I don't think that that's something we really take a moment to realize when we're just having the thought, oh, I. I don't want to have to be selling for more than like, a week or two. You might be thinking, God, that's hard enough. Like, I can't imagine doing it for six weeks. I know it's counterintuitive, but it's actually going to make it easier. Okay, you can totally change your thoughts about your six week launch periods. Okay, I have said this before. I will say it again. It's my favorite time in my business when I'm launching. And that's not because I'm a sales guru or because I love selling or because I'm Steph Crowder. It's none of that. It is literally because of how I think, think about my launch. And I'm going to cover a lot of that in this episode. And I just. Because of what I'm creating. I mean, today is. No, I'm like, so excited to share today's episode with you because I know it's just so helpful. And so for me, I think about my launches as, like, I get to be the most helpful than I am all year round. I get to, like, connect with the most people. I get to have the deepest impact. It's like, why are we shying away from that? Right? And so if you've ever gotten halfway through a launch or halfway through a sales campaign and you've felt like, I don't even know which way is up. I don't even know what's happening next week. Like, you just feel all over the place. Maybe you feel like you're tossing stuff out there and then you start to retreat because it's not working and you want to bury your head in the sand. I think this episode is going to be really great for you. The truth is, most people try these kinds of strategies really reactively. Right? You kind of wake up every day and be like, well, what are we doing today? I don't know. I'm supposed to be selling. Like, we don't really have a cohesive plan. And so I really do want to show you a better way. I want to help you map these six weeks in one sitting so you can actually enjoy your launch. I know I radical idea that we could really enjoy this period in your business, but I have to say I am sitting here recording this episode right now and I've had a great day. I, I don't feel stressed out. I'm in the middle of my pre launch period, which we're going to talk about. I've taken not one, not two, but three fall breaks technically because my kids have different fall breaks. My brother got married in Austin, Texas and I've been launching the whole damn time. And so it doesn't have to be. I think sometimes we get it in our heads that like we're going to have to find six weeks on the calendar where your life is just like locked down and you're in your little like copy cave, your writing dungeon where you're not allowed to leave and people bring you food and water. It's not going to be like that. It can really be calm and, and I don't even know if calm is the right word because you can be so energized. Like I feel so electric. I feel so fired up. I don't really know that I feel calm. Like I feel excited, I feel grounded. And I just feel like it doesn't have to be that stressful. And a lot of that is because I have a process for this at this point. This is exactly what I do teach inside my mastermind. It is the heartbeat of what I teach my clients in sold out group programs. We call this Buzz Blitz. Okay, this is my Buzz Blitz process. I'm going to walk you through at a high level what it looks like. But inside of the program, I literally have over 55 email templates you can use for this. I teach you what the content should be, what to say, how to say it. Everything we're going to talk about here today is sort of done for you and then done with you because I also go through it with my clients. Like you can send it to me and I will give you my thoughts on how exactly it's going to look for you. So just know that what I'm teaching you today is buzz blitz at a high level. And I've been teaching this for years, updating it over time to be current with what's working out there. And it has helped so many clients across so many different industries. Okay, so that's the other thing you might be thinking, well, I don't know if that kind of thing can work for me. Try me. Just try me. I promise you, I've had people in every kind of niche you can possibly think of, and then some niches that I didn't even know existed. And that's the beautiful thing about having a repeatable sales process that is customized to you. You. Okay, so let's get into a little bit of how we're gonna kind of set the scene because we can't dive right into the strategy. And that is because if you go into the strategy with your trash thoughts and feeling like a chicken with your head cut off, there's no way that you're gonna be emotionally regulated during your launch. And then you're gonna have a six week spiral, which, let me just tell you, I've done it, been there, bought the T shirt. It's just not that fun. And it's also just not necessary. Okay? And so the other thing is, most people go into a launch like they're bracing for a storm. Okay? I have a friend right now who was just talking to me about this. She's like, I feel like I'm bracing. And that is just so normal. I want you to think about this being more like, I don't know, like, preparing for a fun vacation versus battening down the hatches for a hurricane. I think that's how a lot of people treat their launches. And that's because, like, that's not random. That's based on your lived experience. You've gone through, like, you've probably had your butt kicked by difficult sales windows before by, you know, putting yourself out there and not having the response that you wanted. So you're feeling like you're having to brace for a emotional storm for a, you know, difficult time. And that is optional, right? We also tell ourselves, I don't have enough time. I've talked a lot about time recently. And we also tell ourselves, this is gonna take everything out of me. You might even be looking at your calendar being like, when do I have six weeks where I can fall apart with exhaustion when I'm done? Okay, but here's the truth. That energy, all of that energy, which, by the way, is very normal. I would say it's the most. It's the most normal. Okay? But it's the very stuff that's blocking you from those bigger results. You say you want to double your launch, but then you don't want to do anything differently, right? And I say that with love. It's like you tell me you want to double your launch and you're willing to do everything except change your thoughts and change your energy and change how you're approaching it. And the truth is, and again, I promise you, I checked, I checked for all of us can confirm. You can't call in expansion while you're running around frantic. It can't be done, right? That energy just brings, it just attracts more of the same energy. If you're frantic, you're going to get frantic results. If you're random, you're going to get random results. If you're haphazard, sometimes hot, sometimes cold, you know the drill. You're going to get some hot, some cold results. It's going to be a mixed bag. And so you can go into your next launch deciding ahead of time how you're going to feel all the way through. Stop trying to, to, you know, create your thoughts based on what's happening and just decide right now that you're going to feel great no matter what. You know, you can do that. You really can. It's actually life changing. You don't have to wait for the results to be in to be like, okay, great, now I can clap for myself. Oh, okay, I like these results now. I'll be happy. You can just pick that right now. I'm doing it. It feels great, I promise. I have gone through launches totally miserable and hoped that the sales would, like, make me feel better. They really didn't. Even when I got good results, I still didn't really feel that great. And that's because our feelings never had to do with the circumstances in the first place. Right? It has to do with what we are thinking and what we are telling ourselves. This is how. This is the exact reason why in every, like, world crisis, in every, like, disaster, there's always that person where you're like, how are you still so happy? Like, how are you? We just think of that person in your life where you're like, man, that person, they just always got their chin up, you know, they've always got their head held high. That's because that person's not waiting for things to change around them. They've just decided that that's how they're going to feel. Okay, some of you, you, I know you don't want to hear this, but some of you are ready to hear it. And so I have to say it because it is a good game changer. You don't have to go through this feeling so terrible. So let me offer you some things that will help you bring in those expansive thoughts. Okay? So I want you to think about Romanticizing your next launch. Have you. Have you all heard about this term, romanticizing? You know, you can romanticize anything. You can romanticize the most menial tasks. And what I mean by that is making it, like, getting the drudgery out of it, like, making it fun, making it calm, Just setting the scene for yourself. This can truly be small things. Like, I've been lighting a candle every morning when I sit down to get my work done. Right? Taking that time. Right now it's October. My favorite scent in the world is pumpkin spice. I know it's so basic, but I just love it. Okay. I love the anthropology pumpkin spice candles. So I have a nice boug bougie candle. I light a match, and I just enjoy the heck out of that thing. I make sure my desk is cleared. I never want to do that step. I'm like, I can work with a cluttered desk. It's no big deal. But at least for me, and I'm guessing for you too, because I've talked to a lot of people and it seems like we all agree having that cluttered desk clutters your brain. Right? Get your desk cleared. Give yourself a little bit of, like, some good vibes. Make a cup of coffee that you like. Slow down your brain. That's one thing that I've been doing, too, is making myself, and I do mean making myself, because I never want to do this, but analog pen and paper, writing three pages in a journal, right? Like, making myself do that, I don't want to do it because I can think of 700 other things that I want to be doing and should be doing. But when my brain is going so fast, it kicks up my nervous system. And again, you can't have the kind of launch you want to have with your nervous system on overdrive. And so I like to use pen and paper. And yes, I've try it a million times. Can I do it digital? Can I write it? You know, write on my keyboard? In my opinion, it's a totally different experience with pen and paper because you have to go slower. You have to slow down your thoughts. And for me, personally, I like to make myself write three pages. I believe that's borrowed from the Artist's Ways, where I learned that from that book. And they call it morning pages, right? Or she calls it morning pages. And by the time you get that done, your brain will be a little bit slower. And not the bad kind of slow, the good kind, the calm kind. Right? Right. We won't feel so much like a chicken with our head cut off anymore. And again, I know it's counterintuitive because you're thinking, okay, I have so much to do. Are you kidding me? I have to find like 20 or 30 minutes to sit there with a journal. But if you really can get in the habit of having the nervous system that's going to carry you through the. Right. Like, carry you through with the energy that you're looking for, that's going to make all the difference because you're not just doing marketing tasks during a launch, right? You are preparing to ascend. You are preparing to grow to a different level. Okay? And so over the next six weeks, when you do your launch, you're going to be calling in a new level of success, of visibility, of confidence, and so energetically. I also like to think of this as becoming. It's a season when I'm launching, it's a season of becoming. I feel this way, and I've had other clients say this as well, that sometimes what can help is to kind of think about, like almost playing a bit of a character, right? And the trick of it is eventually your identity is going to catch up and it's not a character anymore. But in the beginning, when you're sort of like growing and you're scaling and you're doing things differently, it can help. I mean, sometimes for me, I even think of it as like, I have, like a superhero cape in my closet. And when I go to launch, I'm putting that cape on and I ask myself the question. This is my question. If you don't like this question, that's fine. Think of a question that would help push you to your next identity. Mine is, if I'm a Million Dollar Coach, how does. How am I showing up? How does a Million Dollar coach show up? What are her daily actions? What are her thoughts? Is she working with a cluttered desk? I don't think so. Is she wearing pajamas? No, she's getting dressed. Like, how does that Million Dollar Coach version of me, how does she show up? And I really do think it's important for me to say this really isn't about, like, pretending you're someone that you're not. I think it's just about embodying the energy of what you are trying to become. So if Million Dollar Coach does, like I said, if it doesn't resonate with you, what does resonate? What do you want to become? Right. I would like to create that level of success in this business that I'm running because mostly of who it. Who it calls me to be. But you find the version that works for you, right? It's about who you want to become and how you can start embodying that energy right now. Again, too many people wait for the results to be in. They're like, I'll act like that when I have that business. I'll act like a CEO of a million dollar company when I have a million dollar business. But that's not how it works, right? You have to show up as the leader for that level of business before that level of business will be handed to you. It's not the other way around. And so if you ask yourself, well, how would that version of me show up? Like, what is she thinking? What is she doing? How is she behaving? It will definitely change. And at the very least it will show you the cracks, right? It'll show you like, well, I don't really think that she's running around with a chicken, like a chicken with her head cut off. I don't really think that she's, you know, not stopping to like take a quick rinse between the gym and getting to work, right? It will show you the micro, like honestly, micro and macro things that need to change. She's also not frantically trying to prove herself. She's grounded, excited, certain. She's an innovator, she's a thought leader, right? And so you can start tapping into that today. Before a single sale comes in, you can begin to tap into that. Okay, so that is sort of from a mindset perspective, it's really important. I, I, I could not dive right into the strategy of this because like I said, I've gone through launches where I was very dysregulated emotionally from the beginning and then I've gone through launches where I'm feeling pretty good. And the crazy thing is you can have, I, I've hit my goal both ways, but one way feels really terrible and the other way is actually enjoyable. And so part of this is building a business that doesn't feel like a prison cell, that feels exciting and feels like, you know what, A lot of you come to me talking about wanting to be sustainable. It's like a buzzword, right? I want a sustainable business. And you're thinking that sustainability just comes from your systems. And you're thinking sustainability just comes from the back end of your business. It doesn't. You have to have a sustainable brain, you have to have sustainable thoughts, you have to have a sustainable day to day experience. Really think about that. If you have a day to day experience where every day feels like a sprint. That is not sustainable. And so you have to figure out how to increase your capacity to create amazing results without feeling like you're sprinting all the time. And that's what the work that I'm talking about here, that's what we're doing. And so this, again, is a really big reason, an important reason to have mentorship and have a good leader that you trust that you can get coached by. Because I would not be here in this place where I'm capable of this without getting myself coached. It's just. It just wouldn't be. I wouldn't be able to see my edges and push to the next level. So I've been very open about the fact that I always have a business coach, and I have a life coach, too. And so those things do make a profound difference for me. I won't be without those two things. And I think that it shows in my results and also in how I'm living my day to day life. Okay, all right, let's move on. If we want to think about courage and clarity. Okay, that was the courage part of the episode. Let's move on to clarity. Why the six week window? Why are we doing a six week launch? Well, I already touched on this a little bit at the beginning of the episode, but also, six weeks gives you enough Runway to build momentum. And it's just. I mean, it's a nice period of time, right? Like, you could do all of this for longer for like nine weeks or 10 weeks. But I personally, like six weeks because it's a really nice balance. It's short enough to stay focused. It's long enough to create energy. And really, like I was talking about at the beginning, like, get. Making sure that your people have even had a chance to understand that something is coming. Okay, so we're gonna think about this as four chapters. Okay? Four chapters. And so it's a little hard for me to explain verbally, but I think I've got it. So just bear with me here. When I say things like six weeks out, four weeks out, two weeks out, and then zero weeks. That's how we're gonna split it up. When I say zero weeks out, I want you to think about, like, your cart, like, your enrollment. Like, if you have a deadline, you're like, I wanna Enroll, you know, 10 people into my next group program by November 15th. Okay? November 15th is that end date, and everything works backwards. Okay? So whatever that end date is, where you're, like, done. That's like the rope. Like, that's when we're we're closing it up. Go six weeks out from that. And that's when I want you to start actually thinking about, like, that's really where your launch begins. Okay. Right out of the bat, some of you are like, oh, my God, I haven't been doing that. It'll change everything. Like, free advice right there. That will change. Like, so many of my clients come to me, they're like, oh, I've been promoting for two weeks. I'm like, yeah, that's like literally a third of what. Like, just think about that. That alone will change so much. Okay, so if we think about our chapters and I'm gonna go into each one of them, but as I'm just gonna give you a high level right now. Okay, so six weeks out, we're thinking about sparking attention. Okay. Four weeks out, we're thinking about rallying excitement. Okay, so six weeks out was attention. Four weeks out was excitement. Two weeks out, you're gonna host what I like to call a launch class. You're gonna have a two weeks out, 10 days to two weeks out, something like that. 10 to 14 days is what we'll call it. I like to do 10 days personally. So roughly two weeks out from when you're trying to close up, you're going to do a launch class, you're going to have a event. Okay. You're going to have. I like to do a training, a workshop, a webinar, some kind of launch class that we will get more into. But that's going to be a really big milestone in your six week roadmap. Okay. And then that launch class is going to kick off your sales. So between your launch class and your closing of the car, you have it your card open, you're converting people and you're actively selling. Okay, if that was a little too fast. No worries. We are diving into each of the sections. Okay? So step one is that six weeks out, you're sparking attention. Okay? The goal, the goal for this section is creating awareness and energy. I want you to think about energizing, I want you to think about shaking people awake. The energy of this section. So six weeks out and five weeks out is big picture. I want you thinking expansive, I want you thinking mission driven. And we'll talk more in a moment about what, I mean, what to do during this period. The first thing you're gonna do is you're gonna choose your launch class date. Okay? You're gonna choose your sales event date. Like whatever you're gonna do. I like to think of it as A launch class, you're gonna choose the date for that because that's gonna be really important for everything you're gonna create and it's also just gonna ground your calendar. Okay. So you're going to also decide on your topic for that class. You're going to choose something that bridges your thought leadership and your offer. Think about that. Okay, I'll say that again. For your topic for your launch class, you're going to think about something that bridges your thought leadership and your offer. By the way, inside of sold out group programs, I have an entire framework. I call it the Converts framework. I teach you exactly how to do a launch class every step of the way. And I review your launch class and I help you make it amazing. But the first thing you want to think about is bridging that thought leadership and your offer. Okay. And then you really want to think about sharing like those mission ideas, those, like those, like creating a kind of a movement type of ideas that connect to your message. So whatever your topic is, you're going to be in in five weeks out, six weeks out, you're going to think about why this topic matters, what's broken in your industry, what needs to change, what's topical, what's not working, what is working, why does it matter? It could be time of year. Like one of the big things that I did in my last launch was talking about being a summer mom and a summer CEO. So I am a mom of two kids. I've had a business as long as I've had kids. 10, almost 10 years now. Well, I've had my business for over 10 years. My oldest is nine and a half. And so I talked about like a summer CEO moment. That is mission for me, that is legacy. So much of what I do in my business is because I want to show up as a certain way and in my personal life. And a lot of my people really gravitate to that idea of being able to be a CEO the way that you want to be and also show up in your personal life the way that you want to. Right. So that was a really big part of my sort of like again, that mission driven messaging six weeks out. Okay, so really think about why does anybody care about this? Like for me in launching, why does anybody care? I have to really zoom out and think about the story of it. Especially this is the part about 2025 and 2026. More stories. Okay. More like we have chat GBT now. Information is at an all time low in terms of value. Not to say that your strategies aren't great. I'm sure they're great. But you know what Chat GPT can't do is tell amazing stories and make people feel something. Okay. And so people really want to connect whatever it is that you're talking about into something so much bigger. What is the legacy of it? Why does it matter? And also, at this point, you want to be starting to think about audience engagement. So whatever your platforms are. So, for example, I'll just use Instagram. This is where you want to use a lot of engagement tools like polls and Q&As and question boxes and going live, you want to have that, like, I'm cooking something up. Energy. You want it to feel like, oh, she popping up everywhere. Like, there she's got something going on. Like, I really like what she's talking about. She's really shaking up the industry. I haven't heard somebody talk about that stuff. Like, cool and different and exciting. That's what you're thinking about. Six weeks out. And here's an optional twist that a lot of my clients do, because I teach this as part of. Again, this is all part of my Buzz Blitz process, is thinking about having a VIP wait list that will open for the people who already know that they want to be in. Okay? So when you have a sustainable sales system, which is what I teach your process, your business constantly has warm leads waiting for your next launch. Okay? And so if you're doing that, you already have people ready to buy. This is why I say that you should be able to be making sales before your cart even opens, before your enrollment period even opens. You can have sales, and that comes from knowing how to do a VIP waitlist strategy. So six weeks out, you are already starting to have some conversions. How great would that feel to already have some people being like, yes, I want in. And you're six weeks away from your card even closing. Super exciting. It's a great feeling. Okay, all right. So that's what we're doing. Six weeks out. Let's talk about four weeks out. Now we're shifting to rallying excitement. And this is where your goal is to turn awareness into anticipation. Okay, so think about it. In week, like five and six weeks out, you are sparking people's attention. You're turning heads. They're starting to look. They're weighing in on your polls. They're paying attention to you. They're reading your emails. They're listening to the podcast. They're like, wow, this is really cool. They're now more aware of you. Right now. We're going to get them anticipating. Okay. So the energy of this stage is focused, it's more focused, it's still playful, like depending on your brand. I mean, for me, that's kind of my vibe. So you can kind of decide if you're super serious. Maybe it's different, but definitely it's momentum building. Okay. Now at this point, so the whole six weeks out, you're. You're talking about your launch class. I feel that five and six weeks out, I'm definitely talking about my class. I mean, right now I'm, I'm in like the five week out period. And you heard me, you've heard me talk about my class. It's on my Instagram, it's everywhere. I'm still talking about my class. Right. But when I get to four weeks out, I am really start, like the tide is really starting to turn to talking a lot more about my class. Right? Because if you think about it, when you're four weeks out from your enrollment ending, you're roughly two weeks out from your launch class. So when you're two weeks out from your launch class, that's where people are really going to start to be like, oh, that date is coming up, right? Because right now it's October 13th. If I say November 3rd for my launch class, you're like, okay, that kind of feels far away. But when I say it and it's October 21st, you're like, oh, that's like really coming up, right? So when you're two weeks away, you're going to really start to put the focus on the value of what you're teaching in your launch class. So you're going to tease what they're going to learn. Okay. You're going to talk about what they're going to learn. You're not going to get into the how. You're not going to tell them how to do it, but you're going to talk about what they're going to learn and why they need to learn it. Okay, that's really going to be the focus. So you'll start handling objections that will even like objections, not even to your offer, but objections to that would even keep people from coming to your launch class. Think about that. We always think about objections as going hand in hand with spending money. But people also have objections about coming to your class. They might be thinking, I've been to so many webinars, I don't want to go to anymore. I'm too busy. I can't show up for that. This isn't for me. Right. Maybe your topic. They're like, I don't need to prioritize that. For me, my class is double your launch. So I have to figure out how to answer questions like, why don't want to launch? I don't like launching. I'm not ready to launch. That's not for me. I like, I don't want that as my business model. Can't I just do Evergreen. These are all objections to even coming to my free, amazing class. And not enough people are thinking about, how am I supposed. How do I overcome the objections to even getting to show you the free stuff? Okay? So you've got to be thinking about that about two weeks out. And certainly, you know, between a week and two weeks out from your launch class actually happening. And at this point, you also want to be talking, you know, sharing stories, client stories, your own stories, and proof that tie to the promise of your class. So, for example, I will be sharing more and more stories from my clients who have doubled their launches because that's what my class is about. Okay? So it's not enough to just say I'm going to have this class about it, but I'm also weaving in stories of people who've actually done it to prove that I know what I'm talking about. Right. And so at this point too, if not sooner, you really want to start saying out loud, we will be opening enrollment for my offer during the class. Right. So this is something that I consistently hear from my audience that y' all really appreciate about me. You'll. A lot of people will be like, I love that you tell us straight up that you're going to be selling. I don't hide it. Like, that was the vibe in 2020. It was like this like dog and pony show where you'd go to a class and it would be like, oh, it's free, Free class. And then there would be like a surprise pitch. Okay, that is over. People don't want that. We've all seen that. What is actually so much more refreshing is to very upfront. Like, literally, if you're on my email list, you will see it's like the PS line of my emails. It's like p. S. During this class, I'm going to be opening my signature mastermind. Sold out group programs. Sold out group programs. And I talk a little bit more about it. I tell you the price. Okay? And I'm like, come to class ready to apply so you can book a sales call with me. People are always floored by that. They're like, whoa. And it's great because I want people to go ahead and talk to their partner now. I want them to be thinking about me and my class or my mastermind. I want you all going to my sales page. I'm just gonna tell you all my tricks. I want you thinking about this before the class even starts. Right. Some people come to my free class with no intention to buy. But a lot of people are there who've already been mentally going through the buying process. And so the sales process is not starting at that class. The sales process has been going on for weeks ahead of time. So that when I do my launch class and I invite people to put in applications, I will start getting applications right away because those people have been preparing because I've been telling them to prepare. Okay? So that's really huge as well. Okay. Two weeks out for. Again, we're counting from when your enrollment's closing. Two weeks out, 10 days to two weeks is what I say. Again, I do more like 10 days. Some of my clients do about two weeks. But just for easy math, we're saying 2ish weeks out, you're gonna deliver your launch class. Okay. And your goal here, your number one goal, is to shift belief. You surprised by that? It's to shift belief, not to teach people stuff. Okay. You're gonna teach them, okay. But you're also gonna get them thinking differently, which is actually the best thing that you can do. I should have a whole separate episode about that. But getting them thinking differently about your subject matter is the best. The best thing that you can do because they will have hope. They will be like, I thought that this was like a done deal in my mind. Like, I thought I. There was. I thought I knew everything that I could possibly know about this topic. But this person made me think about it differently. And the fact that she made me think about it differently makes me wonder if I could actually get a different result if I try different things, if I learn different things. I thought I couldn't do it. I thought I had tried it all, but maybe that was wrong and maybe I should try again. And that is where you have people in a good position to be excellent clients. Okay? So that's your goal, is to shift belief. Your energy is thought leader and also teaching and inviting. Okay? So what you're going to do is you're going to show up really fully at this point in your launch. You are everywhere, my friend. You have slides for your launch class. You have stories your own. And your clients, you are telling transformation stories. You are all out with your offer, you are loud and proud. You're not just saying, buy it by it. Buy it. You're connecting it to much bigger, broader topics of why it matters. Okay? So you're teaching. The other thing is you're teaching them what's causing their problem, not every step to fix it. Let me say it again because, like, huge. You're teaching them what's causing their problem. You're not trying to fix it with every step. Okay? When they can better understand their pro the problem, then they can be like, oh, well, that makes sense. Like, I've been trying to solve the wrong problem. I've been beating my head against the. The wrong wall. I need to come over here and. And try something different. Okay. You're gonna also tie that to whatever your framework is. Okay? So for me, in my upcoming class, I'm going to be teaching something new called the launch triangle. And I'm going to show you how the launch triangle is going to address all the issues that you've been having with launching. Okay? And then you open your enrollment with confidence, with excitement, and you, you easily are able to segue into saying, this is where we begin working together. Right? So when you tell people, hey, you've got this problem, you think it's A, it's actually B. Let me walk you through the framework that's going to fix every part of this. And by the way, we address this whole can of worms inside my program, Let me tell you about it. And then you give them a robust and exciting offer. That is where you're going to start to get into doubling your sales and doubling your launch. Okay. And then having nice, juicy bonuses, having something exciting. Early bird offers, like tying it to urgency. You could talk about seasonal urgency. So many different things you can do to really make people kind of feel that last push of excitement and confidence that they need to be like, I'm going to put this on the front burner. I'm not going to wait anymore. Okay. Okay. Coming to our final step, which is step four. This is your cart open period. So this is 10 to 14 days post event. Your goal here is to convert and nurture. You might be surprised to hear nurture here. Right? Because a lot of times we think about nurture content having nothing to do with selling. And that, to me, couldn't. Couldn't be further from the truth. One of the fundamental thoughts that you need to have is selling to people is the best way to nurture them. The best clients are nurtured through your sales content. Okay? So your energy Here is going to be grounded, yet excited, you know, personal and confident. Okay. So you're going to tell even more stories from your clients, their results, transformations, exact moments, cool things that are happening inside of your program. You can absolutely. You can and should also talk about specific facets of your program, specific things. But it's not enough to just be like, oh, I have eight modules, right. I want to know why those modules are there. I want to know why it's better and different than anything that's out there. I'm going to give an example that just kind of came to my mind. So I just think this is a really timely example because I, as part of my work inside the Mastermind, I'm constantly reviewing my clients materials. I look at their webinars, their launch classes, webinars, sort of one in the same, right. And I give suggestions about how to make it better. And I'm thinking, and this is like an example of how sticky this is. I'm giving, like, sticky good, like sticks in people's brains. I'm. I'm thinking of one of my clients, Sue McLeod. She teaches glaze, like the. Well, she has a class called the Art of Glaze Chemistry. Okay. That's a class that she. That or I'm sorry, a course that she teaches as she sells. And so she did a launch class for this and this moment in her invitation, she talks about, yeah, you know, there's modules. And you know, of course, like, if you've ever watched a pitch for a course, you know there's going to be modules. This is a mistake that people make. They're like, let me just, like, list out the modules. And nobody really knows what the value of that. What is. Right. But something sue did that really stuck in my mind. And this isn't even an industry that I'm in as a customer, but teaching the Art of Glaze Chemistry. Right. The whole thing that she's teaching is how to solve all your glaze problems with chemistry. So she mentions that in the program, you're going to do four different experiments. Okay. And I just was like, wow, that's so cool. So specific. So we're not just going to be passively learning about chemistry, but you're going to be doing experiments, These specific structured experiments. Right. And in the marketing, sue could be talking about, like, here's what experiment one is going to do for you. Here's what experiment two is going to do for you. Do you see how that, like, it's about so much more than just describing what's in your Offer, okay? That's what most people do, is they just tell what's in the offer versus showing why it's there and why it matters and how that is going to be so fun and so exciting. And it makes you be like, if you're, you know, somebody who wants to learn that, you're like, I want to know what the experiments are. Right? I want to. I want to. I want to get my hands on that. So just notice the difference. And I'm willing to bet because I see it all the time. You've probably been just like, listing out what's in your offer without making it real and helping me care. If you have eight modules, I want to get excited about every single one. And you should be doing that during step four, okay? You'll also be writing lots of emails. You'll be answering questions like, why now? Why this? Why shouldn't I do something else? Why shouldn't I wait till later? Why is this for me? You know, so many different angles we could have there. But you want to be thinking about your objections. You want to be thinking about the reasons that people are going to say no. And it guys, it goes so much deeper than this. Is costs a lot of money and I don't have a lot of time. Everybody thinks about time and money objections, but there are like 50 more objections that you could come up with. Sometimes I actually tell my clients, go right down. Let's come up with 50 different objections. And if you run into trouble, I will help you. I can always think of more objections because sometimes what happens is our clients hide or our prospects hide behind money and time when really we aren't answering their questions about other things. Okay? Also, during this time, you're emphasizing bonuses. You're creating scarcity. You're also being as clear as possible about what they actually get. Okay? And super importantly, this one is something that a lot of people miss. You keep your energy high, okay? If you don't have a good launch plan going into it, you're going to be out of energy by this point. I see this all the time where we get to cart open and people are like, I'm dead. And it's like, yo, your launch. As far as I'm concerned, your launch class is where your launch actually started. It's not the end, it's the beginning. And so you've got to have your energy. That's what, to me, like, the starting line, okay? And so during this time period, you're modeling what's possible for people and you're helping them like you have to have the thought, there are people in my audience who are watching my every move during a launch. Even if, even if they're not saying anything, they're watching my every move and waiting to see if I'm going to say the right thing. That's going to help them feel ready. Right. So, my friends, this has kind of turned into a mega episode. I've poured a lot of good stuff into this conversation. Truly, this is years and years and so many clients I've helped with launching that I've really tried to pour into this framework. So I really hope that this has been helpful for you. You can plan your whole launch, your whole six week launch in one sitting. Okay. That's the magic of having a repeatable system. And you don't have to remake it up every time. That's the best part. So remember, inside sold out group programs, I give you every email, every asset, every emotional beat of the plan. That's the other thing we're talking about more and more in the program. It's actually something new I'm teaching to my clients is emotional selling and what emotions you should be focused on during each of the six weeks. Super excited about that. And I really want to invite you to my free class. It's called double your launch. And I'm going to show you the playbook for scaling your business in just 20 hours a week. Okay. That's what we're doing on November 3rd. And if you liked today's episode, we're going so much deeper where I can actually walk you through the launch triangle and show you what it's going to take to double your launch. Okay, so November 3rd, noon Eastern Time. I've also invited a client panel to join us. So these are people that have doubled their own launches. I cannot wait for you to hear from them as well. So be sure that you join us live if you can. If not, we'll make sure to get you the replay. But you've got to be signed up, so go to stephcrowder.com workshop. I really hope you're loving my new rules of launching podcast series. If you liked this episode and you have any ideas or questions or other things you're hoping I'll cover, I would love to hear them. You can DM me on Instagram. I'm at. Hey, Steph Crowder. You can reply to any of the emails you've been receiving from me if you're on my email list. I genuinely would love to hear your thoughts and I'm always open to what else I should be yapping about here on this microphone. So definitely let me know. I will be back next time with our next episode in the series, this new rules of launching series. So I cannot wait. And until then, I'm wishing you the courage and the clarity to go after what you love.