Podcast Summary

Podcast: The Amy Porterfield Show
Episode: Why Your Launch Feels So Hard (And What You're Missing Before Cart Open)
Date: February 17, 2026
Host: Amy Porterfield
Guest: Brenna McGowan, Launch Strategist and Creator of Anticipation Marketing

Episode Overview

In this episode, Amy Porterfield connects with launch strategist Brenna McGowan to unpack why so many launches feel exhausting, unpredictable, or harder than they “should.” The conversation dives into what most entrepreneurs miss in the crucial pre-launch period, why anticipation is more effective than urgency, and actionable strategies to get your audience actively excited to buy—without pressure or pushy tactics.

Brenna introduces her framework of “Anticipation Marketing” and the P.A.C.E. method, providing deep, tactical advice for pre-launch planning that feels energizing instead of exhausting.

Key Discussion Points and Insights

1. Why Launches Feel So Hard

• Amy sets the scene describing the “six-figure slump,” where growth feels capped by the founder’s own capacity, and launches become exhausting marathons.
• Most business owners think they're pre-launching—mentioning offers, building waitlists—but still experience launches that feel unnecessarily difficult and high-pressure.
  • Amy (03:18): “They’re sending more emails than they planned... by the end of it, they’re exhausted and wondering what went wrong.”

2. What Pre-Launch Really Means

• Brenna compares pre-launch to “baking a cake”—it’s not just about preheating the oven, but about choosing the right recipe, ingredients, and preparation for success.
  • Brenna (06:17): “Prelaunch is not just warming people up... but more like a recipe for readiness. Are these people...ready to buy?”
• The key is focusing on whether your prospects are truly prepared and see you as the right guide.

3. Anticipation Marketing vs. Old Launch Tactics

• Instead of relying on urgency and scarcity, Brenna advocates for building anticipation—a proactive approach that nurtures curiosity and genuine excitement.
• Why urgency doesn’t work anymore: Buyer autonomy and a “trust recession” mean people resist being pressured.
• Anticipation, by contrast, creates internal desire:
  • Brenna (08:11): “When we can build in this anticipation... when we can create curiosity and spark desire, instead of making someone feel pressured to buy, we flip that script.”

4. The Science Behind Anticipation

• Brenna shares how psychological research shows people derive pleasure both from anticipation and from the event itself. Pre-launch is about engineering this positive anticipation.
• Example: Prepping for a trip gives as much joy as the vacation itself (10:00).

5. Real-World Pre-Launch Strategy Fundamentals

• Timeline: 4-8 weeks is advisable (longer for colder or less ready audiences). Not just “because it’s expensive” but because readiness takes time.

  • Brenna (12:22): “Somewhere between four to six to eight weeks. The longer you can go, the better.”

• Focus:

  • Sell your process, not your program—build belief in your methodology, not just your offer.
    • Amy (15:26): “We are not talking about our course during the pre launch... if people did not believe they had a course in them... they are not ready.”
  • Move listeners to believe:
    1. The method is key to their transformation.
    2. You are the leader/guide for this journey.
    3. That they themselves are capable.

• Content Example:
  Amy’s bootcamp primes belief that digital courses are possible for her audience, leading to high conversion rates.

6. The P.A.C.E. Content Mix for Pre-Launch (20:00)

Brenna’s framework for structuring pre-launch content:

• Personality – Showcase personal details, values, quirks to build human connection.
  • “How can you share some of your values...let people see you as a human being?” (20:00)
• Authority – Step into thought leadership; make bold statements, define common enemies.
• Credibility – Present testimonials, case studies, proof of results (back authority with real outcomes).
• Empathy – Make your audience feel deeply seen and understood; normalize their challenges.

Notable Quote:
Brenna (25:11): “When we can create that personality content... see you as the authority... and they feel like you see them... that’s when the real trust and anticipation... starts.”

7. Choosing the Right Platforms

• The medium doesn’t matter as much as the message—be where your audience is and where you’re comfortable (25:43).
• Focus is on content type and message, not platform.

8. Pre-Launch Isn’t Just “More Work”

• A robust pre-launch makes the rest of your promotion easier and more fun.

• It’s not about creating more; it’s about being much more strategic and intentional with content you’re likely already making.

  • Brenna (27:46): “It’s not you, it’s all of us... it takes thought and strategy. But this is more about being intentional about the content you are creating.”

• As messaging and strategy tighten, planning gets easier and launches less stressful.

9. Diagnosing Launch Problems: Don’t Skip the Messaging

• When launches flop, the culprit isn’t always the offer/audience—but often a missing pre-launch or stale messaging (30:35).
• Message drift is surprisingly common; even “one or two degrees off” can sabotage a launch.
  • Brenna (31:40): “People think that they really are dialed in and they’re really just a couple degrees off and it’s just throwing everything off...”

10. Reframing Launches as Promotions (35:08)

• Not every launch needs to be a huge, stressful mountain—think of it like a promotion, shifting energy toward a call to action.
• Breathing room to test, experiment, and keep launches simple.

11. First Steps for a Successful Pre-Launch (36:50)

Brenna’s advice for listeners:

• Plan ahead: Put actual dates, milestones, and steps on the calendar.
• Diagnose: Are you pre-launching at all? Is your pre-launch haphazard? Is your messaging outdated?
• Refresh messaging: Keep your ideal client research up-to-date—they evolve!
• Prioritize belief-shifting: Warm up your audience early and often.

Notable Quotes & Memorable Moments

• Amy (05:44): “Many who are listening, they launch courses and memberships... so the concept of pre launching is going to be very, very valuable.”
• Brenna (11:35): “That's the difference—proactive vs. reactive marketing...”
• Brenna (16:24): “Not only do they have to believe that they have a course in them, but that they can be successful selling a course.”
• Amy (18:26): “The last thing I want is to be convincing anybody they should buy my product...”
• Brenna (27:46): “It takes a fair amount of time and thought and strategy. So if you feel like it’s been a lot of work, like it’s not you, it’s all of us.”
• Amy (33:55): “My audience two years ago is dramatically different today. After Covid, everyone feels different. So keeping it updated I think is so important.”

Key Timestamps

• 03:18 – Why launches feel hard & overview of common mistakes
• 06:17 – What pre-launch really means (cake metaphor)
• 08:11 – Anticipation Marketing vs. urgency
• 12:22 – Ideal pre-launch timeline (4-8 weeks)
• 13:48 – Pre-launch content & belief building
• 20:00 – The P.A.C.E. content mix explained
• 27:45 – Is pre-launch more work? (How to make it easier)
• 30:35 – When launches flop: looking at pre-launch and messaging
• 35:08 – Launches as simple promotions, not mountains
• 36:50 – Brenna’s first steps for an effective pre-launch

Action Steps for Listeners

1. Start pre-launching—don’t skip this period and don’t do it haphazardly.
2. Use the P.A.C.E. framework for your content across any platform: Personality, Authority, Credibility, Empathy.
3. Plan ahead and update messaging as your audience evolves.
4. Sell your process, not just your program—focus on belief-building.
5. Embrace anticipation, not urgency—build excitement before ever “opening the cart.”
6. Reframe launches: See them as focused promotions, not stressful events.

For more resources on launching and anticipation marketing, visit BrennaMcGowan.co or find her on Instagram at @BrennaMcGowanCo.

Summary prepared for listeners who want deep insight, tactical examples, and a confidence boost for their next launch!