In this episode, I sit down with Carrie Green, founder of the Female Entrepreneur Association, to unpack what really goes into a successful launch in today’s online business landscape. We take an honest look at her recent launches, including what worked, what didn’t, and the lessons she’s learned by launching again and again in a fast-moving space.

We talk about the role of ads in boosting visibility and growth, why introducing paid elements earlier can strengthen a launch, and how maintaining your energy across multi-session experiences is just as important as your strategy behind the scenes. Carrie also shares how she uses urgency and scarcity without pressure, while building systems that make each launch feel more effortless over time.

We also explore why testing and adapting is essential for traction, and how Carrie leans into systems and AI to simplify content creation and delivery—especially when balancing live sessions, community engagement, and personal well-being.

3 Key Takeaways:

1. Launch strategies are living, breathing things — not one-and-done blueprints

Carrie reminded me that no two launches are the same, and what worked last time might need tweaking next time. Staying curious, testing ideas, and adapting your approach is where real evolution happens.

2. Paid elements and strategic urgency matter early

When I introduce paid elements earlier in a launch — instead of waiting until the very end — it can validate demand and build momentum. Combining that with thoughtful urgency and clear deadlines helps people make decisions without feeling pressured.

3. Systems and energy management are launch superpowers

Getting clear on repeatable systems — from content planning to AI-assisted drafting — doesn’t just make launches easier, it protects your energy. And in launch land, saving your energy = staying present with your audience.

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Connect with Carrie Green on Website, Instagram, Facebook

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook, Subscribe to my Youtube

Transcript

One of my absolute favorite things is to go behind the scenes in a real big launch and find out exactly what they did, what worked, what didn't, and what you can use in your launches and what you can learn from it. And that is exactly what we are doing today.

If we have not met, my name is Theresa Heath. W and I help course creators, membership owners, and coaches grow their online business. I help them create a launch strategy that works for them, their audience, and the offer that they have, and I help them to actually sell the offer with confidence and ease.

And in today's episode, I am doing an interview with the amazing Carrie Green. Now Carrie is. The real OG of the online space. Carrie has a membership called a Female Entrepreneur Association, which she has had for years and years, and she was almost like one of the first [00:01:00] people in the UK to really be in this space.

And I massively admire Carrie. I admire her for lots and lots of reasons, but one of the reasons I really admire her is. It's like she keeps her head down and she stays focused and she's committed to creating a really good product that's really helpful. And she's not in the online space for the fame and the fortune and all the other things, the, you know, different stuff that you see online that sometimes the online experts show you.

She has. Really just found her thing that she loves to do and has just poured everything into it. And I love that about her. I love the fact that, like I said, she is quality. She's not salesy or spammy or horrible in any way in terms of like how she comes across and how she sells. She's genuinely the real deal in the online space and I love that.

So I was really grateful too. [00:02:00] Not only have we connected a numerous times over the years, but actually to hang out again. It was actually again back in June at Atomic on 2025 where both her and I were also speaking. You might notice that obviously I've done very. Few interviews since coming onto YouTube, which I plan to continue to do.

Very few, but both Laura and Carrie were kind of in the bag already and they're such good quality people. There was no way I was not gonna do these interviews, so that's why. You're not going to see many interviews if you are watching YouTube, if you are listening to the podcast. But if you've been listening for a long time, then you will know that I used to do lots of interviews, but that isn't gonna be the case going forward.

However, when I have someone amazing that I know can teach us stuff, I'm obviously going to bring them on, and Carrie is one of those people. What I loved about this episode is that Carrie and I dug deep into her latest launches. Now, if you are [00:03:00] new to me, you might not know that I love watching someone else's launch and I go through their launch and in the background, what I'm doing is I am like pulling it apart.

Not in a, like this is terrible, but pulling it apart in a Why is this so good? Why is it working? What are they doing? What. What kind of psychological things are they doing? How are they making this so successful? So that is what I love to do for fun. I know I probably need to get out more, but I love watching other people's launches and Carrie's launches have been ones that I've been watching this year, and I am so very honored that we get to go through them and I get to share with you.

What she said about what is working and what's not working. So in this episode, she's gonna take us through her latest launch and share with us some of the things that worked really well for her. We also talk about how she managed to get, and I think if I remember rightly, it was 46. Thousand people sign up for her launch, how she continues to [00:04:00] grow her audience to this day, and what she recommends to you in order for you to grow your audience so that you can have successful launches too.

Basically, this is just me and her geeking out on all things launches. But as I've already said, she's hugely successful at what she does. She has had some hugely successful launches this year and there is an awful lot that you can learn from her. So I really hope you enjoy this episode. Carrie, welcome to the podcast.

Hello. I'm so excited to be here. Me too. This has been like a long time coming. I feel like. I feel like I should have had you on. Flipping ages and ages and ages ago, but just time gets busy. I know, but we both spoke at Atomic Con, uh, so we got to catch up again there. Yeah, because I feel like I, well, so I saw you in person years and years and years ago before I think you had the children.

Uh, yeah, I think so. So [00:05:00] did you. Do you think you went out and about less once you had the children? I'm just interested. Well, no, I, well, at the beginning of starting FEAI networked like a crazy person. Like I was always networking and I was like here, there and everywhere. And then once I really started to build a lot of momentum, I hunkered down and got really focused on, um, just on like rowing the online business and.

I felt like I had so much to do in terms of like marketing and running the membership and growing the membership and creating deliverables for it that I felt like I didn't have as much time anymore to network. Um, and then, yeah, and then when I had kids, yeah. Um, my, uh, networking dropped off a cliff, um, and.

I find it, I find it a bit challenging to like, juggle it all and to be away and like, actually I'm in a mastermind [00:06:00] and they have three meetups in the states. Mm-hmm. And I haven't gone to a single meetup this year. Um, just because I felt like the year before it was just so challenging to do it. And like the, I found, I don't know, I just, I didn't like, I just didn't like leaving the kids for that long.

Yeah. And. And then it also felt a bit exhausting when you're trying to like manage your team and do all these things. Like, I dunno, I think it's the phase of business and it's also the phase of life. Yeah. That I'm in, I think. I think the life thing for sure, like I. I, I, I get exhausted. I am. Absolutely. So after we record this, I'm actually getting on a train to London to go to two book launches.

Oh wow. Tonight and tomorrow. And I know by tomorrow night I will be done in Yeah. And you and I, uh, both have a mutual friend in Joe Simpson. I can't even, like, how does she even do what she does? I have no [00:07:00] idea. But like. I, I really don't know how she does it, and I just would be so exhausted if I did what she does.

Yeah. I mean, it's amazing. Like obviously everyone knows her like, yeah, but I just don't know how she manages to keep that level of. Peeing and I, I don't know about you. And I think, and if you followed Carrie's stuff, you'll know, Carrie's building her dream house and it does look like a dream house. Um, but I'm a real hermit.

I actually really love being home and in my office with my staff. I think as if you feel like that already, I think you're gonna get even worse. Yeah. When you move into the house. I know. I'm not gonna wanna leave. Never. That's, yeah. Yeah. That's what it's gonna be like. So, so it was so nice to see you again in real life at Atomic On, and we, we had a bit of a catch up then, but the reason I wanted you on, there's millions of reasons I could want you on and want to talk to you.

But one of the things I [00:08:00] really wanna talk to you about is the fact that you've been in the online space a very long time, and your take on how things have changed, but also the launches that you've been doing. Because I am a voyeur. Okay. I watch people's launches, like other people watch Netflix. I literally go, in the minute I see someone launching I'm, and I never hide my name.

I never go in as a fake name. I go in as me. Mm-hmm. And I, I think there was a paid element on one of your launches. So I bought the paid elements. Okay. Like I literally go through every single thing I'm looking at every email. 'cause I'm like behind the scenes. I'm, when I say pulling apart, it sounds like I'm.

Saying mean stuff, but I'm not. I'm basically going, oh, that's fascinating. Look what they did there. And that's interesting that they did. I'm like, literally love for this stuff. So let's start by talking about the online space. Yeah. How do you feel it's changed if it has in the last year or two? Um, I feel like obviously [00:09:00] AI has been a big thing.

Obviously created a lot of change over the past few years. Um. And I think social media well has changed not just over the past few years, but perhaps a bit longer than that. But I think that's definitely changed the, the way we have to show up online, hasn't it? I mean, like when it comes to content creation now versus say five or 10 years ago, it's a lot more intense, I think now than it was, you know, five, 10 years ago where we were creating more like static content or, mm-hmm.

Um, you know, quotes or, you know, that kind of thing as opposed to the volume that we feel like we need to be at today with like the content we're distributing across multiple different channels and it feels like it's a real volume. Yes, obviously value as well. Don't get me wrong, but we need quality. But it definitely feels like the people winning at it are the people who [00:10:00] are doing it.

Like with a bigger volume and across multiple different platforms. Like I was having a conversation with someone recently and we were talking about how you can put out one piece of content and on Instagram it might perform on TikTok, it might do dreadful on threads, it might do really, really, really well.

Or on YouTube shorts, it might do super well. So if you're only putting it out in one place. Like you've just missed the opportunity to share it on all those, in those, all those other different locations and places. But when you think about the time it takes sometimes to like that, dial that in, especially if you are starting your business and it's just you know you.

Mm-hmm. That's like a big ask and that I think that's perhaps one of the biggest things that. I think has changed over the past, well, several years really feels like it's getting more intense, not less intense when it comes to content creation. I think you're right, and I think back in the day, you maybe had a bit of a [00:11:00] choice or you could go all in on one platform, whereas now you have no choice.

Like you need to be churning out content all the time. And if someone is watching or listening to this and going, yeah, but it's just me, I. Like I get it. Like this stuff is hard. Like how do you manage your content? How are you? And and I remember back in the day, like you used to do vlog style content.

Yeah. I remember literally years and years and years ago watching one of your videos going, that's how I need my videos to look. 'cause you had this lovely B roll section to start with and then you were sat in this obviously. Properly done room to have videos done. Like it wasn't, you know, on a computer thing.

It was like, you know, you're sat in this lounge style room and stuff, but like you've done all that, how do you manage and keep up that kind of content wheel? Well, I feel like for a while I didn't, and especially around when I had kids, like I found it a real struggle to keep going with content [00:12:00] and to keep, it was like kids team and content, community deliverables and I just, I found it really difficult to like keep up and to, to do it.

And I feel like I dropped the ball a lot. I felt like I also. Kind of became really actually exhausted trying to do it all that I felt like I had nothing left in me. I felt like I had nothing left to say. And then showing up online when you feel like you don't have anything to say and you're not really sure anymore what you want to say, and you feel confused about that, like it's really difficult.

And then the longer you, you don't show up for the harder it is to show up and say something because then you overthink what you're trying to say and then you talk yourself out of saying it. And it just feels like challenging to get yourself out there. And so for me over the past few years, it has definitely been a stop start, stop start, stop, start.

And like I've had people come and go who have been like helping me. And for me now realizing the landscape of the online world and like how that is changing, I do have like an actual [00:13:00] propagation plan for 2026 where I know that in order to. Play the game where I think I need, how I need to think, how I think I need to play it.

I feel like it's gonna come down to the systems, the processes, the automations, and the ai, AI that I'm leveraging. Mm-hmm. And I think that is gonna be critical. And it's same for all of us. It's like that, um, James, uh, clear quote, he said, you don't rise to the level of your goals, you fall to the level of your systems.

And I think that it's so true, we cannot play that big content game. Throwing spaghetti at the wall on the fly, like it doesn't work. No. None of us, we, you know, we're not superhuman. Like we have lives like as if we can deal with, like, we can't, you can do it maybe for a little bit of time, and that's what people do, isn't it?

They've got like a spurt of posting, posting, posting, and then it drops off a cliff and then a few months go by and then it's like, oh, posting, you know, that is literally, you know, has been me. But then from my perspective, I think, [00:14:00] well, do I wanna play the game or are I gonna, am I gonna keep standing on the sidelines and just watch?

Because there's, the game is, is it's in play. And I feel like over the past few years, especially when it comes to social media, I've been dabbling and a lot on the sidelines and being very amateur with it. So, which people might not really see from the front side, but from the, from the inside. And also from seeing the results, for example, for us on social media, let's say.

Mm-hmm. Our growth on social media has been dreadful and, um, and which just makes me happy that there are other very good strategies that we can all use to build, to generate revenue and make money online. Yeah. But,...