Your Dream Business

In this very short episode, I’m pulling back the curtain on something new and exciting  I’m launching my YouTube channel!

I share why now felt like the right time to add YouTube into my content strategy, what’s been holding me back until now, and how I’m approaching it differently this time. You’ll also get a sneak peek at the types of videos I’ll be creating from launch strategies and list-building to mindset and behind-the-scenes business insights.

 

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Transcript

Hello, and welcome back to another episode of the Your Dream Business Podcast. As always, I am your host, Teresa Heath Wareing. If this is the first episode you've ever stumbled across, I'm gonna say this probably isn't the one you want to listen to because this episode is gonna be a little bit different, only because there was never an intention to have an episode that doesn't make sense.

I wasn't meant to be doing this episode. There was meant to be something else in its place, and I had to do something last minute. Also to make things, I guess different. I was gonna say worse, but maybe not worse, is that my editor isn't around, so I am having to just literally record this live and this is pretty much going up as I'm recording it.

The other thing that's making this a little bit unusual or a little bit different is, I don't know whether you follow me on Instagram, but if you do, you might have seen that I now have a puppy a as I record this, she is a 10 week old golden retriever and she's currently in her pen [00:01:00] thing, playpen crate thing next to me and potentially is gonna make some noise as I am recording this and I already has made some noise, so this probably, like I said, if you are brand new to the podcast, this is probably not the best episode.

I would go back and like listen to any of the others. This one probably isn't gonna be as polished. So why wasn't I planning on doing an episode this week? I have done 426. This is 426 episodes of the podcast. So why was I not having one this week? Well, I was, but it wasn't meant to be as it is. Let me explain. I have decided that I am going to be starting YouTube.

If you are a long-term listener, you will know that I have said this for a little while and it's taken its sweet time to get started. But I wanted to just briefly talk about today why I am gonna start YouTube, what's been holding me back and, and what is going to be coming on the channel. And the reason there [00:02:00] wasn't meant to be this episode here today is because we were meant to have gone live this week.

This is entirely my fault. There's no one else I can blame it on. I would love it to, but I just haven't quite got as ahead as I needed to be because we're going to be opening the channel or starting the channel with about four videos. I've recorded, and I'm currently having edited three videos that are actually previous episodes of the podcast, but they're some of my most popular episodes and they are episodes that I felt would work really nicely with YouTube and maybe with a little bit of visuals to go alongside it.

So a few things on screen when I'm mentioning figures and that sort of stuff. So I've recorded these three episodes and I have another episode that was meant to be ready and isn't ready, which again, I need to record so that we can start getting ahead and then obviously I'm gonna get really ahead, but.

There was lots of things. This is a whole new process, which [00:03:00] is funny 'cause I thought it wouldn't be that much of a bigger process and it's completely different. How you put a podcast out and how you put YouTube out are two very different things. So me and the team are having to kind of get our head around that.

We're also having to get our head around. The fact of editing is completely different. The type of editing I want, the setup I've got. And actually some of the stuff that I had planned to do for the launch, we are not doing. So for instance, I have now two cameras and I wanted a two camera thing, but I'm not happy with how that looks.

And basically you would've heard me talk about Louise Miller, who I work with, who keeps me accountable and keeps me focused and on plan. She kind of basically said, I think you're making excuses, but in the nicest possible way. And I agreed. 'cause I'd been putting it off for quite some time, for lots of reasons.

And obviously what I hadn't quite got to grips with is that I was self-sabotaging. I was effectively going, I can't do this because of this. I need the [00:04:00] second camera. I then decided I need to change the color of my wall. I didn't, but I, I just decided all of these various things and they were holding me back.

And I guess the truth is, if I really kind of. Dig down into why I was nervous to start the YouTube channel is what if no one watches? What if I create this new thing? The creating the podcast was big. Now, sorry. What I should have said straight off the bat is we're not stopping the podcast. I'll explain how it's gonna work in a minute, but we, we'd created the podcast.

We've done the podcast for such a long time, and it does really good things for my business. What if we create this next beast of YouTube? And it doesn't pay off. Or more embarrassingly, what if no one watches that would be like devastating. And the whole reason we are moving to YouTube or we are doing YouTube is because it's searchable and podcasts are not searchable.

So for instance, if I was to create a video that was three things to help your [00:05:00] conversions on a webinar as a podcast, that wouldn't work as a search. No one could search and find that podcast episode. However, as a YouTube video, they could. So for me, this feels like a really good move, but it doesn't mean it's not a scary move.

So that's why it's taken a bit of time. That's why it hasn't quite come out as soon as I would've liked. And maybe I've been holding it back a bit. I promise this is not me holding it back another week. It is coming next week. So what, what is happening. As of next week, we are now going to be putting videos on YouTube.

Now you think to yourself, isn't it just as easy as like just turning on the camera when you record a podcast? Not so much. YouTube is a different beast. I have to be a bit more structured. I have to understand where I'm taking the thing. Whereas sometimes on the podcast we literally just, no. I literally just chat.

That sounds very unprofessional, but like sometimes I will let the conversation just evolve and I end up going down rabbit holes and things, whereas that's not gonna be as as well. Maybe I shouldn't do that as [00:06:00] much generally, but definitely on YouTube we're going to have less interviews. There will still be an occasional interview and that's when it's someone really cool that I wanna interview.

Other than that, I won't be doing interviews because again, I really want, the whole point of this is to give really strategic, like key advice and key tips and strategy on how to do these things. That is where I'm leaning really fully into. Whereas at previous points of the podcast, we did a lot more mindset and various things.

That is now not gonna be the case. It's going to be much more if you have an online business. There is gonna be some mindset stuff in there. 'cause I can not, 'cause I'm a certified coach and it does come into play sometimes, but it's really going to be okay. This is what goes on a landing page. This is how you do a workbook for a webinar.

This is how you get more people to turn up live to your bootcamp. This is what these things that I did worked for [00:07:00] me. That's how it's going to be. And you're gonna see my face on YouTube, which kind of terrifies me, but let's go with that. Okay? So that's what's coming. That's the changes. Like I said, this is a very brief episode because it shouldn't have been this kind of episode.

It should have been a video. You will still get to listen on the podcast. You'll turn up next Monday and there'll be another episode and it might sound a little bit different. The structure might be slightly different, but it should be hopefully what you've come to know and love. And if you like YouTube, then great.

You can now find me over there. I personally watch a lot of stuff on YouTube, so that again, was another consideration. The other thing I just wanted to do really quickly while I'm on this episode and while it's a bit of a funny one, is I want to let you know about a couple of events that I'm speaking at coming up and we will make sure we link to them in the show notes.

The first event is the Guru Conference, which is the world's largest virtual conference about email marketing. The fact [00:08:00] that I'm getting to speak at this is massive because it's a huge conference. The headliner is Nicole Kidman. What the actual, that is nuts. Amy Porterfield speaking. Donald Miller, Ann Handly, Sahil Bloom, like so many amazing people and me.

So we will link for that in the show notes if you want to go and grab a free ticket for that. That's happening at the beginning of November. And then I've got some in-person stuff next year, and the first one of them is higher voltage, which is happening in London in January. So keep an eye out for that.

Again, we'll link for that in the show notes, so you can grab your ticket for that as well. That's in person, so if you fancy, go into London. At the beginning of January and see me speak alongside some other amazing online speakers like Danny Wallace. Then the link for that will be in the show notes as well.

Okay, I'm gonna leave it to it. Like I said, this is very short and sweet. The update's coming next week. It might sound slightly different if you're listening on the podcast. [00:09:00] If you're fancy, YouTube, please come over there. In fact. I'm gonna urge you just to come over and hit the subscribe and give me a like or something just in those first few days.

I would appreciate it so greatly, but hopefully you're on my email list and therefore I'll be emailing it. It'll be on my socials. I will see you then. Have a great week.

In this episode of the Your Dream Business Podcast, I share key insights from my time at the Retain conference in Newcastle, where I heard Mike Morrison’s keynote on membership and online business trends. I dive into why relying on just one revenue stream or marketing channel can put your business at risk, and I walk you through strategies for building resilience through diversified offers, income streams, and engagement methods. Along the way, I highlight Mike’s advice on transparency, tracking your metrics, and cultivating an “anti-fragile” mindset to help future-proof your business in 2026.

 

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Transcript

Don't put all your eggs in one basket. We can't just have the one course that we sell over and over and over. We need some other things that we are selling, other ways that we are making money, but also other ways in which we can market ourselves and get to our audience.

Welcome to the Your Dream Business Podcast.

I'm your host Res Heath wearing. An international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you are in.

In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated. And are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. [00:01:00] Let's get started.

Hello and welcome back to another episode of the Your Dream Business Podcast. As always, I am your host, Teresa Heath Wareing, and the Eagle Eye of you might be thinking. Hang on. Didn't we have a solo last week? So if you are a regular listener, you'll probably know that I do one solo, one interview, one solo, one interview, and I did, I think, mention that things might be changing a little bit.

But we're not quite there yet. So basically in all transparency, I am moving over to YouTube and don't panic, I'm not stopping the podcast. The podcast is going to continue, but we are going to be putting videos on YouTube of the episodes, which I'm really excited about. There's lots of good reasons why I'm doing it, and no doubt I will record an episode at some point to tell you why I'm doing it.

But one of the things I've decided to do is not do as many interviews and actually, I'm only gonna bring you really, really good people. Not that I don't have really good [00:02:00] people, but like if I get a request from someone, I'm like, I'd love to interview them, then I'm gonna interview them and we're gonna put the episode out.

However, I am not a massive fan of, and this is just my personal preference, but I don't love watching like Zoom recording podcast interviews on youTube. And not that I won't put them up there, but I just don't want to do loads of them. I want to make it super practical. One of the things that I love doing is giving you really good, tangible stuff to do in your online business, and that's where the YouTube channel kicks in, in terms of it's going to be really tangible, really kind of do this, do that.

This is good. This is how this works. I want that to be more of a thing, and that's why I'm stopping doing as many interviews. Now I do without saying, I have a couple of really cool interviews coming up at some point, but I stopped taking interview requests because of the fact that I was stopping it, and we were really [00:03:00] hoping YouTube would've been ready by now.

But like all good things, it's not quite coming to fruition as quick as we wanted it. And we are definitely still working on it and it is coming in the next few weeks, but I thought I would record another podcast episode just to tide me through another week and hope that maybe it'll be ready the week after.

Anyway, with all that being said, you've got a really good solo today because I'm actually sharing someone else's information and kind of giving you my thoughts as we go along. You may or may not know if you follow me on Instagram. If you don't, please come and find me over on Instagram. I spoke at Retain a couple of weeks back.

This is a conference based up in Newcastle, which is in the north of the UK, and it's all about memberships and it was for membership owners and it's run by Mike Morrison, who is the founder of Membership Geeks. And. It was brilliant. Everything was aimed at membership owners. It was a really, really good event.

Really loved it. He [00:04:00] did a great job, and I got speak, which was awesome, and I spoke about webinars, which kind of made me laugh because I put up a post on Instagram saying that I think it was like back in 2017. I did one of my first speaking gigs over in the States, and it was about webinars too. So I've been doing this some time. Anyway, I watched obviously the other sessions, and that's one of the cool things about going to events when it's a really good event that you get to sit and watch other sessions when you're a speaker and you learn things.

And Mike did an amazing session at the beginning. His opening keynote was all about basically state of the nation type thing in the membership industry. I was like furiously scribbling down notes, and I wanted to share with you some of the stuff that Mike shared. Now, if you're sat there thinking, I don't have a membership, that's okay.

Because actually a lot of this spans across the entirety of running an online business, whether it's a membership, a course, a coaching program, whatever it is. [00:05:00] I think there is so much you can take from this. And he had three main points, which I'm gonna take you through the three main points and then.

Share with you what his thoughts were around it and what my thoughts are around it. But I think if you have an online business, you are going to get a lot from this and it's going to be really, really helpful because it's basically saying what is working now? And like I said, he was specifically talking for the membership industry, but I know a lot of this spans across it.

Okay, let's jump in. Number one was, and get ready. 'cause you might panic. Stop selling content. Now this is tough because if you have a membership, if you have a course, you're effectively selling content. That's what you're doing. You are basically putting together your knowledge, your experience, your content about it all, and you are training someone on how to do something.

But what he was talking about and what is super important is we are in a world like we've never been in before where content is. [00:06:00] Everywhere. And not only that, we can find out stuff anywhere and we can go to AI and we can search stuff like it's never been as available as it currently is. And that's why as an online business, we can't just lead with the content because the content can be found in all the other places.

I remember years ago when I first came into this space, like we used to have to put something up that said, you know, can't I just Google this and. Now it's like they can more than just Google it. They can get AI to write them a course about how to do a thing in a way that they like. So the content focus isn't gonna cut it.

So it's not about the hours of training. It doesn't matter if it's the most or best or anything out there, it's not going to cut it. They don't need more information. What your customers want, and I have talked about many, many, many, many times, which is why this was music to my ears, was they want the transformation.

If I said to you, I could [00:07:00] give you a course that will be three videos, and each of those videos are 10 minutes long, and by the end of it you'll know how to do something. Or I say, I can give you a course. There's 36 videos. They're each an hour long, and at the end of it, you could do the same thing. You're not gonna pick the 36 hour video thing, are you?

You want to achieve the outcome in as quick as time possible, and that's what we need to be focusing on. What's the transformation? So make sure that you are prioritizing the results. And again, if you've been listening for a while, you'll know that I wasn't great at this. I always got very nervous about actually proving that I could help people, which sounds wild, but the truth is, we need to go look, we can help you get the results, and this is how we do it.

So if you can solve it faster then solve it faster, he talked about cutting through the noise, solving it faster. You don't need to pad it out, you don't need to make it look big and all the things, which again, really does. Like move away [00:08:00] from some of the stuff that we've been taught and we talk about in terms of like show them everything they're gonna get, show them that there's so much stuff in there now, it's about how can they get to the results quicker and faster.

One of the things that you can do from a marketing point of view for this first point is share more case studies, share more places where your customers are achieving things when they're doing amazing stuff. The other thing that he talked about in this section was about elevating your member experience.

And again, this really, like I said, isn't just applicable with memberships, but it's not just about selling someone a course or selling someone a group program. It's about how can you make that even better? How can you add in other elements that aren't just the content? He talked about routines and rituals.

How can this be part of something that you are getting them to do? He actually mentioned on memberships that people are 50% less likely to leave if they've created a habit attached to your membership. So for instance, if on a Monday morning you do a check-in and they come and do the [00:09:00] check-in, or let's say every Friday you say share a win.

Whatever it might be. How can you attach some kind of routine or ritual to your membership or your product so that it's not just the content? Can you add a simple habit? Like I said, sharing your Friday win. The other thing you talked about in terms of memberships is gamification. Again, you could even have this in courses.

It's not just necessarily memberships when someone completes a module or once someone shares something, that you identify that and you celebrate that. The other thing he said was about fostering identity and belonging. One of the things he said was, what are your members called? Like, can you do something where you, do you remember the Blue Peter badge thing?

Like if you had a Blue Peter badge, you felt very special. I never did FYI. And if you don't know any, you don't what I'm talking about. It was a UK TV program. I think it still exists, but it was definitely as kids. And basically they used to give out these Blue Peter badges, and if you did something good, they would give out a Blue Peter badge [00:10:00] and then.

You could use it to get discounts some places or get in free on places like, and that really created a sense of belonging or something that people really wanted, so. Is there something you can do to help them feel more part of your world? So for instance, anybody who buys a program from me works with me one-to-one or consultancy with me, they basically get to join what we call T's world.

And that is effectively the kind of membership side of my business. And they get to be part of that and they're in them, the community. And that's adding more than just necessarily buy this course and go away and see you later type thing. Number two was trust is currency. Now we all know, I don't need to tell you that with AI, with fake news, with social media, with not even with any of that kind of technical stuff, but just with people only showing their highlight reels, we are very untrusting and.[00:11:00]

It makes perfect sense. It makes perfect, perfect sense. So one of his suggestions was, we need to be more human because of fake stuff, because of AI. We need to show them that we're real. And one of the ways in which we need to do that is show them our face, make connections. And he actually said, roll up your sleeves and get in there.

And I totally am boarded this, gone are the days where someone is up on a pedestal and there are still people out there in the online space who are definitely up on pedestals, where they don't get involved with the everyday kind of running of their thing. Their face isn't showing up in places. I have heard horror stories, right, of, I heard this one horror story where basically there was a woman who, it wasn't even like a membership, it was a high priced mastermind thing, but there was like 60, 70 people in it.

But it was like thousands and someone I know joined it and they basically went into the Facebook group and tagged in the persons whose mastermind [00:12:00] it was and said to ask a question and this person replied and basically got one of her team to a and said, can you answer this question? Like she was not accessible at all.

And if we want people to buy into us, and at the end of the day, we all have online businesses because we're selling us, and I've just said we can't focus on the content anymore, so we have to focus on us. So if we are putting ourselves on this pedestal that they don't get to hang out with us, that we are not doing the coaching calls, that it's very much like, you know, there's a wall between us and them, then that is not all right.

And I have never ever sold into that to the point where my own businesses changed. Or no, my, my business hasn't changed the point where I have changed what I want for my business. I used to dream of having the massive launches with thousands of people. I do not want that at all now, ever. I want to be able to know the people I'm dealing with.

I want to know their names. I want to know who they are, what their businesses, how they like to launch. I want to be able to get into the weeds with [00:13:00] them, and this is what he was suggesting, that you need to be seen. You need to be in there. Whether you are doing live calls, whether you're doing Q and As, whatever it is, they need to see your face.

He talked about in terms of marketing, about showing behind the scenes of your life and business by going, look, this is what I do when I'm sat at my desk. And I mean, mine's really not that exciting if I'm honest. The other thing he talked about is about becoming the trusted voice. So share more about your thoughts, your opinions, your beliefs on the thing it is that you talk about.

Ditch the gimmicks, and I, again, am behind this. Now. One of the things that's super interesting is I talk a lot about marketing strategies, psychology strategies that people use when launching, and I am very keen to stress that it's not the strategy that is wrong, it's someone's intent behind the strategy.

So for instance, he talked about fake scarcity or like countdown timers that aren't real. That is. That's rubbish. [00:14:00] Don't ever do that. Like I said, the strategy itself isn't bad. The strategy's good. We need scarcity sometimes to basically help us make a buying decision. However, use it for real, like not rubbish bonuses just to add up bonuses, so.

Using the gimmicks when they're not real. People will see straight through that. They're not stupid. I've said this for ages. Our consumers are, customers are way more discerning and that is a good thing and I am happy about it. So don't try and get away with some of these things. If you say the cart is closing on a certain date, close the cart on a certain date and have a reason for it.

If you are saying, here's some bonuses, make them good bonuses. And then he finished it off by sharing a phrase that I think it was Google he said you used to use, which was Don't be evil. And apparently they don't use it anymore. I'm not sure what that says about them, but anyway, he talks about provide good quality stuff.

Now I know if you are here listening to me, you do. There are lots [00:15:00] of people out there and sometimes the online business is the wild, wild west where they're literally just trying to get rich and they are not maybe as focused on providing good outcomes and good results for their customers. But I know if you are listening to this, you are not one of them.

But it is a good reminder to go provide good, good quality stuff, have ethics, don't lie, don't trick them to buying, which again. If you're listening to me, you won't be that person. And if you are that person, then you probably shouldn't be listening to me. 'cause we are not gonna get on things like, as a membership, make it easy for them to cancel and don't hide things.

Don't, you know if you are, if it's a renewable payment that's an annual payment, tell them it's coming. Like I know that people are like, yeah, but...

In this episode of Your Dream Business Podcast, I’m letting you right into the backstage of my recent launch for the Grow Launch Sell program. I share what went on in the bootcamp and masterclasses I ran, and I walk you through both the wins and the challenges I faced. I also break down the numbers — from ad spend to email stats to conversion rates — so you see the full picture of how the launch performed.

More than anything, I want you to see how I’m treating each launch as a learning opportunity. I talk about what I’m going to keep, what I’ll change next time, and why I believe in leaning into personal sales calls, leveraging current members, and scaling ad investment when the time’s right.

 

 

 

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Transcript

Do you ever wish that you could see behind the scenes of someone else's launch, where you pull the curtains back and you find out what they did, what worked, what didn't work, what their numbers were like, what they spent on ads? That is exactly what I'm going to be sharing with you today. The launch I did back in August for the Grow Launch Sell program.

I did a bootcamp and master classes, and today I'm taking you through what I did and I'm sharing with you all the details. I'm also sharing the things that went really well that I'll do again. The three things that I will do different in the next launch that I do.

Hello and welcome back to another episode of the Your Dream Business Podcast. In today's episode, I thought I would give you a behind the scenes look at my latest launch. One of the things I've been thinking a lot about, and I've been watching a lot of content and I've been to some events, is the fact of.

Showing up as real as possible, and I always pride myself on that. If you're new to me, if this is the first episode you're listening to, then I really do pride myself as being authentic, as being honest and giving people a very honest view of what it's like [00:02:00] to be in the online business. And I recently did two sessions.

I did a session in someone else's group, and it was a session called something like Behind the Scenes of a Six Figure Business. I took 'em through everything, including like what I turn over, what expenses I have, what systems I use, what my team looks like, what I sell, what I make money with, and that was really awesome and I got really good feedback from that.

And it was within someone's private group, so I was happy to do that, but it wasn't my group. Then the next day I did a session in my group to my people where I talked about the full debrief of this launch that I'm going to talk to you about. Now, they got a much more in-depth debrief and they got numbers like literally how many people bought, how many people signed up, how many people engaged, like they got all the numbers, all the percentages, all the things.

Now, I'm not going to be as vulnerable as that on the podcast, but I am gonna [00:03:00] give you lots and lots of good stuff. So I'm gonna talk you through kind of what the launch was and what kind of the percentages of things were and, and then I'm gonna share with you what really worked well and I'm gonna share with you what didn't work so well and what I'm gonna change for the next one, because one of the things that I talk about and I want you to know is that.

First off, let's be honest. Launching is hard work. I am not gonna pretend otherwise. It takes a lot of energy. There's a lot of moving parts, and when you do a big launch like I did for this one, it's a lot of work. I was exhausted at the end of it. But the reason we are willing to do that hard work is because then we have all the assets to rinse and repeat and do again. I will be using this launch.

Pretty much in its entirety, I'll be making tweaks and you are gonna hear about the tweaks I'm gonna be making. 'cause I'm gonna tell you, but I will be using this launch again. So this isn't a [00:04:00] one and done. This isn't like, you know, I just created this campaign to launch the Grow Launch Sell program.

When I say launch, I just wanna make it really, really clear, and I know I've said this a few times, but I just wanna make sure that we're on the same page. In the online space. A launch is a marketing campaign. That's all it is. We're not launching something for the first time, although obviously you do call that a launch.

When I talk about launching, launching your online offers, it's just a marketing campaign. But basically I will use all the stuff I did in this last marketing campaign and I'll be using it again. So even though it's a lot of work, it's absolutely worth doing the work because I've got it and I can learn from it.

And I can do the thing again. So let me start by telling you what my launch was. So I did a bootcamp, a five day bootcamp, which actually I spanned over two weeks. And the reason I span it over two weeks. So I did I think two days the first week and three days the next week. And the reason I don't do five consecutive [00:05:00] days is because I overdeliver, okay?

And I joke that I'm a little bit like a fire hose and I to your face. Like I give you a whole lot of stuff and to have me show up and give you that level over five days consecutively, they would be absolutely flawed and exhausted. And so would I, I put a lot of energy into it. I put a lot of my, I when I put everything into it.

So for me. The five days, having them over two weeks feels so much better. Okay, so I had the bootcamp for five days, and then immediately after the bootcamp I had two standalone master classes. I've never done that before. I've never had, I've either done master classes. Or I've done a bootcamp or a challenge or an open house.

And the webinar, the masterclass is technically the last session. Now this is where it gets a bit confusing, but basically I teach how to do webinars and [00:06:00] some people will go, I don't wanna do webinars, I use challenges. But at some point you all go to go into the sale. And that is basically a webinar. So normally I would've just offered the bootcamp and the masterclass for the bootcamp would've just happened to the bootcamp people.

This time I went from promoting the bootcamp to the minute we stopped talking about the bootcamp. I immediately promoted the masterclass and I had two standalone masterclasses, which were the same. And I didn't offer replays. This was the first time I didn't offer replays. So so much of this was a test.

I'd never done the standalone master classes. I'd never done this particular bootcamp. I had never offered no replays. This whole thing, all I kept telling myself, and what I recommend you do if you're launching is everything's a test. Everything's a test. Let me give you the dates. So I started promoting the bootcamp on Monday, the 28th of July, and I stopped promoting the bootcamp on Wednesday, the 13th of July, sorry, not July, August.

[00:07:00] The bootcamp started on Wednesday the 13th, so I literally promoted it to the date started, and it ended on Thursday the 21st. The master classes were from, one was on Thursday, the 21st, so basically the same day as the end of the bootcamp. So I technically did two master classes that day, and then the next one was on Tuesday, the 26th of August.

The sale of both the bootcamp and the masterclass was my Grow Launch Sell program. The promotion for the masterclass started on the 13th of August, and bearing in mind. It was less than a week because the first master class was on Thursday the 21st. This is the shortest period I've ever promoted a master class, and that definitely reflected in my numbers.

The other thing that I want you to know is I was doing this in August, and August typically is not a month I would recommend that you do a launch. [00:08:00] Why did I do mine in August? Well, I did it in August because I'm trying to catch people who are launching in September. And I wanted to basically try and get them in and help them before they did their launch in September.

Like I said, it was a test. It was something for me to try out, and we are trying to take all of that into consideration when we are looking at our numbers. So let's talk about the marketing that I did. I used ads, and I mentioned this because I used very little budget for ads. I think if you are used to looking at big, massive launches, you will see them spending thousands, and I didn't at all.

In fact, I only spent, I think I spent less than 200 pounds, just less than 200 pounds, which is nothing. But the ads were super effective. The one thing I should mention is the bootcamp is paid and the master classes were free. The bootcamp was 37 or 39 pounds, sorry, can't remember off the top of my head.

39 pounds for the standard level, and it was 79 [00:09:00] pounds for the VIP. What was super interesting was over 50% of people bought the VIP. That is unheard of to have that higher percentage by the VIP. One of the things, I don't know for sure, but I'm gonna use my gut, is why I had such a high percentage by the VIP and my gut would say because of the fact that they had longer to watch the replay and they had additional sessions, there was a number of people who bought who said, I can't attend live.

The idea was people attend live. That's what I wanted, but I knew those two weeks of August are very popular weeks, especially in the UK to take leave. And not only that, the day before my last masterclass was a bank holiday here in the UK. All of that would've had a big effect. Okay. Anyway, I digress. But I ran ads.

I ran ads to the bootcamp, so bearing in mind I'm running ads to a product that they have to pay for. The product cost was minimum [00:10:00] 37, so my cost per lead off my ads was for my cold audience, so this is an audience that don't know me. This is a brand new audience. It was 95 pounds, 93 pence. So I, on that side of my ads lost money because let's say I've got a, I don't actually know whether these people bought VIP or standard.

I need to make a note to ask the lovely Kristen, who I work with to do my ads. Whether we can work that out. But let's say they only bought the standard. Even if they had bought the VIP, they, I still would've lost money on that ad. However, all is not lost. I was able to get a cost per lead on my warm ads, and most of my sales on my ads came from warm for only 10 pounds, 54, meaning that if they'd only bought the standard I was making about 20 pounds ish.

Bit more than that on everyone that signed [00:11:00] up. So that was really good. So the ads really worked, even though the cold ads were very cold and and didn't perform the warm ads kind of made up for it. A couple of other numbers I wanted to share with you was, other than the fact that over half signed up for the VIP on the bootcamp, the masterclass show up rates were better than average and better than I normally get.

And I think that was entirely down to the fact that there was no replay. So the show up rate for the first masterclass was 47%. The show show up rate for my second masterclass, which was the day after a bank holiday and the last week in August, which like I said, is typically a week that people are away.

The show up rate for that was 32%. Now these are still very good show up rates, and that I think was because of the fact I didn't offer a replay. So in future, if I do something along these lines, I won't offer a replay because that show up rate's really good. Other [00:12:00] marketing. Let's talk emails. Now, when I read out to my T's world people, the people in my community, the emails I sent, their faces were like.

Holy moly. That is a lot and it is a lot. Now, I'm not giving you this debrief because I'm saying this is how you should do your launch. I teach this stuff and I wanted to do a big launch. I'm telling you so you just have an idea what goes into it and the work. But also remember I can rinse and repeat these emails 'cause I've written them once.

I just need to tweak 'em the next time I do it. To promote the bootcamp and this email went out to my entire list. There was an option for them to say, I don't wanna hear about the bootcamp. And we stopped emailing them about the bootcamp. And once you signed up for the bootcamp, you no longer got these emails, but to promote the bootcamp over that two week period, I spent spent, no, I sent 14 emails.

Then in terms of getting them to show up, I actually sent them, [00:13:00] I think I sent them, I didn't write it on here. I think I sent them like four emails before we started to keep them warm. But then once we started, I sent five emails and then the VIPs had an extra three. So I had seven emails for the VIP.

The invitation to the masterclass. So the minute we stopped promoting the bootcamp, I immediately moved onto emails to my masterclass and I would've sent these again to everyone on my list, and I would've given them an option to opt out. I sent nine emails to promote the masterclasses. Six emails were before the first date, so the first date was on Thursday, and the next masterclass was on the Tuesday.

So I only sent an additional three emails only to promote that second masterclass. Also, one thing I did on the masterclass is the people who signed up for the first masterclass, who then didn't turn up. We emailed them saying, you've got another chance to turn up live and see it. Come [00:14:00] to the Tuesday one.

Which I think resulted, I had more people sign up for the second master class than the first one. That could have been for many reasons. One, they had more time to do it. Two, like I said, I reengaged the people who missed the first one. I then sent five emails to the people who signed up for the master class that happened on the 21st, and I sent six emails to the people who signed up to the masterclass that happened on the 26th.

Sales emails in total, I wrote and sent 34 sales emails. However, obviously not 34 to any one person. I sent 10 sales emails to the bootcamp people. The bootcamp people were by far the warmest people.

And when I tell you about the sales, then you'll see that they were the best people. So I sent 10 sales emails to them and that was over seven days. So I actually sent, I think, two or three on the last day, two on the day before the masterclass people. I also sent 10 emails too, because again, they had the full cart [00:15:00] open for the seven days.

The masterclass people on the 26th. I didn't change the cart close date, which meant they had their mass class on the Tuesday and the cart closed on the Thursday. So the selling period for those people was really small. Again, I've never done that, so that was interesting, and I sent five sales emails to them.

Rest of my list. So once I stopped promoting the masterclass, I then moved on to promoting Grow Launch Sell. now, this is the most coldest people on my list because they haven't signed up to anything like the bootcamp or the masterclass. I sent five emails to the rest of that list over that open cart period.

But like I said, once I'd stopped promoting the masterclass. And then I sent four downsell emails and I did the down sell emails to my to the bootcamp people and to the masterclass people. I didn't downsell to the rest of my list. In total in all the promo emails and all the sales emails and all the reminder emails [00:16:00] I wrote and sent during that period.

83 emails. I know you've probably audibly gasped at that point. It's a lot. It's a lot of emails. But one thing you have to remember is. I have these emails to rinse and repeat again. Secondly, if you are in my Grow Launch Sell program, these are all templates. So none of my Grow Launch Sell people are starting that from scratch.

They are going to the emails where I have written the templates for getting people to sign up. They can go to the emails to get 'em to turn up. They can go to the sales emails. So if you are in Grow Launch Sell, you're listening to this, then Yippy, these are all templates. You're all good. I wanna give you a very realistic look at what my open rate was for my full list when I was in promo mode, because it's bad.

Okay? My open rate was 18%. Now, the reason I tell you this, and I'm being so honest about these percentages and sharing these things is a few things. [00:17:00] One, my email list has been built over years and I have digressed into various different things over the years. I have had points in my business where I have served everybody.

I have had points in my business where I really focused on mindset. So I probably have a chunk...

In this episode of Your Dream Business Podcast, host Teresa Heath‑Wareing talks with Lauren Davis, a marketing & brand consultant, about how public speaking can boost your business. Lauren shares her journey into speaking, offers a framework for deciding whether to say “yes” to unpaid gigs, compares keynotes vs. workshops, and shows how to make the most of events (think networking, pro photos/videos). A big emphasis is put on making sure speaking opportunities align with your values and business goals.

 

Not every opportunity is worth taking. Lauren emphasizes evaluating engagements based on how well they match your personal values, the audience, and your long‑term business vision. Saying yes to misaligned opportunities can dilute your brand and effort.

Workshops and keynotes serve different purposes. Workshops might offer more interaction, learning, or depth, while keynotes often give broader visibility. Similarly, unpaid gigs aren’t always “bad”—they can offer exposure, networking, or content. But you need criteria (audience, promotion, platform) to decide whether the cost in time/energy is worth it.

Treat speaking engagements not just as “one‑off gigs” but as opportunities. Get professional photos/videos, leverage them for marketing, build relationships with other attendees/speakers, and ensure organizers promote you well. These extras amplify the value of the speaking moments.

 

Connect with Lauren on Instagram, Linkedin, Website

Freebie:

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

 

Transcript

Teresa: Hello and welcome back to another episode of the Your Dream Business podcast. I am, Teresa Heath-Wareing your host as always, and this week we have an interview and we're actually talking about. Something that was [00:01:00] so good. Well, every interview I have is so good. Like, I dunno why I just said that, but this, this is like a subject very close to my heart.

We're talking about speaking. Now. If you are not a speaker and you don't want to be a speaker, you might be thinking, well, this episode's not gonna work for me. This, you know, this is not gonna be what I need to listen to. But the conversation that we had was so good and included so much that basically, I think people think of speaking as stood on stage.

When speaking is when we talk about us and our business and we're connecting with people and we're having conversations. So I think there is so much that you can take from this episode, even if you don't wanna be a speaker. So let me tell you about who I'm chatting with. Today I'm talking with the lovely Lauren Davis.

Lauren is a marketing and brand consultant that helps speakers and entrepreneurs establish a memorable personal brand resulting in Magnetic, easy for me to say engagement and lifelong clients. Lauren and I met because we were both doing sessions at Atomicon and I instantly [00:02:00] loved what she was saying and I instantly loved her take on things and.

We actually talked, even though she has a lot of stuff to do with personal branding and becoming a personal brand. We use this entire conversation to talk about speaking because it's something that a Lauren helps with. Lauren helps speakers. Lauren is a speaker, and I just loved talking about it and talking about what it really is because people think that, well, there's so many misconceptions with speaking.

People think a, you make a load of money from speaking. That is not always the case. And sometimes isn't the case. People think that when they speak, they want to get on the big massive stages. They don't wanna start small. I started very small and also they think they wanna be the next Mel Robbins or the next keynote, inspirational motivational speaker, and we talk about.

So much good stuff in this episode about what it really is [00:03:00] like to be a speaker, what it can really do for your business. And like I said, even if you're not planning on being a speaker, I think it's definitely worth listening to this episode with Lauren. We chat about how you prep for speaking. We talk about different ways in which the way I prep, which is.

Very different to the way other people prep. We talk about do you still get nervous and what that means, and if that's a good or a bad thing. And then we talk about what's the difference between a keynote talk and a workshop or a strategy style talk. And like I said, it's one better than the other. Then how you decide whether you want to speak somewhere or if someone asks you to speak whether it's worth being paid or not.

She has a really good framework with some things that made me think so hard about this, and it was genius. Some of the stuff that she said about some of the questions you should be asking yourself or some of the things you should be looking at. When you decide whether to speak somewhere and [00:04:00] also if there's a budget or not a budget, because some places will not pay you.

And we talk about this and how do you know whether you should speak for free or not speak for free. And she has a really great framework for this, which she's gonna take you through. So like I said, whether you wanna speak or not, Lauren is just the nicest person anyway. And like I said, I've had the pleasure of meeting her in person, having lots of conversations with her.

I've been on Lauren's podcast as well. I just think this is a really cool conversation. Um, but if you do wanna speak or if you are a speaker and you wanna know more about it or you've started, then this is definitely, definitely gonna give you so much value. So, without further ado, here is the very lovely Lauren.

Lauren, welcome to the podcast.

Lauren: I am so happy we are finally doing this podcast. We have, we met one year ago today. No one needs to know, know when this is, but

Teresa: no, we met

Lauren: a year ago today, and we've been planning this podcast episode ever since.

Teresa: Literally, and it was like. You had to change. I had to change.

You had to change. I had to change. And it was like we finally get to the point where it's like, [00:05:00] yes, we're on the call. So we just had a really lovely catch up. So we've already been chatting for about half an hour, which I love. I know. And, and at some point we were like, no, we probably should get on with recording the interview next.

So, but I am. So happy to have you on because we actually met at the at Atomic on in 2024. Where are we now? 25. Because you were doing, we both did a fringe event for Andrew and Pete to run Atomic on. Yes. And you were doing an event at the same time as me. And that was the first time we met. And then we went to the speaker dinner and we just hit it off and it was awesome.

And. I'm really excited and I dunno whether I'm really excited to talk about this today's subject because I literally have just come off the back of coming back from Atomic Con 2025, which is where my voice sounds a little bit. 'cause it's a lot, right? Like you've been to the event, it's a big event.

There's a a lot of people, it's a lot of fun. But boy is it exhausting. So, so I'm really excited that it's kind of strange that. That's how we met, and it's a year later, but, and the subject we're talking about. So what we're talking [00:06:00] about is being a speaker. So, yes. What I wanna start with is why should someone even consider being a speaker?

If they are an online business owner, course creator, coach, membership owner, what? Why should they even consider it?

Lauren: Oh, I love speaking as a visibility tool, and I know you talk all about visibility. Mm-hmm. But it is such a powerful way. To show people your personality. It's a powerful way to book your next speaking gig.

It's a, it's a powerful way to bring people in at the top of your funnel. You know, if we're talking in marketing language, right? But if we're talking in non-marketing language, it's just a really great way to make a whole bunch of new friends all on the same day who are just going to be your cheerleaders and encourage you and check in with what's next and connect with you and.

It is my favorite. It's absolutely my favorite way to become more known.

Teresa: Did you, how did you get into speaking? That's something that people [00:07:00] ask me. I think when you get to a certain level of speaker, people wanna know the steps you took to get there. So how did you start speaking, or how did you even discover that was something you wanted to do?

Lauren: I really, I will say that I really love being a, like a workshop speaker or a facilitation speaker, and so I am not like your typical speaker whose like desire is to be a keynoter, right? Mm-hmm. That's not really my, that's not my big desire, my big dream. But I do love the workshop side of it. And so when I first.

Oh gosh. I realized this year I'm celebrating 15 years in business for myself, which is just Oh, wow. Absolutely bonkers. Yeah.

Teresa: That is amazing.

Lauren: Um, I knew it started in 2010. I never wrote down the date or anything, so I probably should just pick a date on the calendar and celebrate it. But in about 20 16, 20 17.

I started going to lots of conferences and meeting a lot of speakers and getting to know [00:08:00] them, and in my hometown I had started a non-for-profit for local business owners and small business owners, and I would gather them once a month to have networking events. I would speak to them. So we'd have 40 to 50 business owners show up.

I'd speak to them. I would teach them something, or I'd bring in a speaker from either slightly out of town or a speaker from our local community to talk. So I started really studying what they were doing. I started. Studying what the speakers at these conferences were doing, and I started putting together that really the essence of a speaker on stage.

What they're really doing is building this community and building a network, and that is the same thing that local business owners need to do. So then I started going to these conferences, meeting speakers and saying like, will you come back to my. City. I live in Rockford, Illinois, which is the second biggest city in Illinois.

And I would say come, come back to Rockford, which is not necessarily a [00:09:00] major city that people go to all the time. Come to Rockford and come speak to this conference of small business owners for 250 people. And I would host these conferences. They would rival the type of conferences that were at, like these big conferences, right?

But they were all for small local business owners. So then I got really. Nerdy about how do you plan a conference? What kinds of of speakers are conference owners looking for? Like how do you book the right speaker for the right event? Because I had to make sure that these speakers, when they came in.

They weren't expecting a bunch of marketers. They were going to be talking to small business owners. So I really got this really well-rounded education through life of planning and hosting my own conferences, speaking and hosting my own meetup events that were really professional and, and really, really cool and dynamic with so many different types of businesses in them.

And then also speaking myself as I got to know more speakers, as I got to know more personalities. [00:10:00] Having them say, Hey, can you come speak to us about. About this organization that you run or about your personal branding and marketing business or mm-hmm. About the record store that I used to own, you know, like building a legendary local business.

They started asking me to kind of talk about these things and that's really how I sell into the speaking orbit, I would say. Mm-hmm. Because it was, it was not just one thing. It wasn't just like, oh, here, let me have a chance to get on stage, or I didn't apply for one. Yeah. One speaking gig and then I got on stage.

It was just, um, a whole bunch of different universes coming together to put me in the right place at the right time.

Teresa: Okay. I love it. So there's a few things that you brought up that I wanna touch on. Yes. So, first thing I wanna ask, which I think lots of people are going to wander about is do you get nervous?

And how do you get over that nerves thing? Because I think when you, if you are not a speaker. And even if you want to be, I mean, some people just straight up don't wanna be, and if they don't wanna be absolutely fine, [00:11:00] great. I think if you are listening to this and you don't wanna be a speaker, I don't think this is gonna be an episode that you think, oh well this is a waste of time.

Because I think what you're doing as a speaker is you're making those connections. You are presenting yourself, you're doing all these things. So I think you're definitely still gonna get stuff from it. But I think the nervous thing or the, I would be too scared. So does that ever bother you? Have you ever had that to, to worry about?

Lauren: Oh my goodness, yes. Every time. No, I will, I'll say that. I know that, you know, we, we've heard the statistic a lot. Like speaking is one of the number one fears. Mm-hmm. Like, aside from dying or something like, I don't know what the real statistic is, but it's, it's pretty high up there. I, I'm here to tell you that I've spoken like maybe a hundred times and I never not get nervous.

That is very true. I always shake a little in the beginning. I always have that nervous moment. It does get better with practice and when you know your material front and back and you have, you have [00:12:00] practiced it, don't I procrastinators unite out there? I understand. I am A DHD. It's so easy to procrastinate till the last minute, but you have to.

That will help you. Okay. It's not just mindset stuff. Rehearsing really, really helps. And then the second thing is I always take a second, go in the the bathroom or wherever if I have micd up and make sure you turn the mic off. Yeah,

Teresa: yeah. Sat in the bathroom and then you, and then I go in

Lauren: there and I start and I try to.

Imagine and visualize how people will feel after I give the talk. Mm-hmm. So I visualize the impact that I might make if I do a good job. If I help people, what will they walk away with? What kind of action will they ha will they take after my talk? Like how will it affect them? Will they come up to me and they'll say like, oh, that was so good.

Thank you so much for helping me with this. That really helped. So I start to try to imagine the impact it'll make. And I also tell myself if I can walk away from this event [00:13:00] helping, you know, at least half the room feel like they can do something that they couldn't do before, that is 100% worth it to me.

Teresa: Yeah, totally. So one thing you just said, and then I'm gonna go back to another thing you said previously that I wanna touch up. Yes. You talked about practicing. So Andrew and Pete, who obviously we both know 'cause of Atomic on.

Lauren: Yeah.

Teresa: Andrew said to me, me a few days before the event, how's your rehearsing going?

And I was like. Rehearsing Andrew, do you not know me right, because I now, it's not that I don't practice, I do, but my practicing looks different maybe to someone else's. So I remember, I dunno if you know Mike Morrison. So he's has a company called Membership Geeks. And when he talks, and we had a conversation, Mike and I, about this, and basically when he speaks, he writes a script, a full proper script.

He then reads the script verbatim, records himself. Listens to it as he sleeps and he delivers it verbatim. What like, I mean, [00:14:00] your face, Lauren says it all, but like literally that I could not do. If I can practice like that slide come next, that I'll probably talk about that at this point. Then we move into this bit.

So practice can look so different, can't it? 'cause I would do that whereas Mike is literally doing it verbatim. So is yours more like on my side or Mike's side?

Lauren: Oh my gosh. Okay. Yeah, mine is more on your side for sure. So actually, you know what? It's really interesting. I'm a little bit of both. So I generally script out most of my talk and, and then I kind of put that script inside the notes of my slides.

So that way if I need a little reminder, I can kind of, as I'm rehearsing, I can look at the notes of my slides. Mm-hmm. I have another speaker that I work with a lot who prints out the slides, prints, you know, with a printer, and then writes bullet points underneath each slide for them to remember, because writing it down physically helps them [00:15:00] remember what they want to talk about on that slide and remembers the story that they wanna talk about....

In this episode of Your Dream Business, I talk about why case studies and testimonials are more than just nice extras — they’re essential for building trust and showing what my business can really do. I share my TRUST method — Tell the problem, Roadblock, Uncover what they did, Show the results, Transformation, to help you gather rich, meaningful stories from your clients, not just vague praise. These are the stories that make your work feel real and show potential clients what’s possible.

 

I also urge you not to save case studies and testimonials for the end of a project only. I believe they should be woven into every part of your marketing: on your website, in emails, social media, sales pages—everywhere you communicate. By using them regularly, you demonstrate impact consistently, deepen trust, and turn past successes into powerful tools that help attract new business.

 

1. Case Studies & Testimonials Build TrustUsing authentic stories of problems → solutions → results helps prospects see what’s possible, and builds credibility more effectively than generic claims.

A framework you can follow to get richer, more persuasive testimonials:

Tell the problem — What issue was the client facing before?

Roadblock — What was stopping them from solving that problem?

Uncover what they did — What actions did they take? What intervention / your service / product?

Show the results — What measurable change happened?

Transformation — How did life/business change for them more broadly beyond the numbers?

 

Don’t wait until after a launch or at the end of a project—incorporate stories early (in prospecting, content, emails, etc.).

Show incremental wins, before‑and‑after, behind‑the‑scenes: people connect to journey, not just destination.

 

Regularly share testimonials & case studies on social media, website, email.

Amplifies evidence of success over time—prospects see real proof, consistency, not just occasional highlights.

 

Make it part of your process: after milestones, at the end of services, or even in the middle when there’s already visible progress.

Ask clients in a way that prompts for detail: by using the TRUST structure, you get richer content.

 

Integrate stories into email sequences and sales pages—not just “here's what people said at the end,” but early proof points.

Use video or quotes with metrics (e.g. percent increase, time saved) to make results tangible.

Mix big transformations and small wins—both are powerful in different contexts (someone just starting out, someone comparing options, etc.).

 

Episode 420 - Behind the Scenes: Designing a Launch That Works for YOU

Connect with Kristin on Website, Linkedin, Instagram

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

 

Transcript

If you are not leveraging case studies and testimonials, you are missing out on one of the most powerful tools in your marketing toolkit. In this episode, I'm gonna be sharing with you how many case studies Amy shared, not only in her 90 minute master class, but also over a number of her emails. And I think it's going to surprise you.

I'm also going to be sharing my trust method, which is how you can collect really good high quality case studies for your business.

Welcome to the Your Dream Business Podcast. I'm your hosts heat wearing. An international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast.

I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your [00:01:00] online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated.

And are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started.

Hello and welcome back to another episode of the Your Dream Business Podcast. Now if you have been listening for a while, thank you. First off.

Second off, you will know. I love really practical episodes where I give you some really strategical stuff to do, and today's episode is not going to be any different. What I want you to do me a favor. Today's episode is so important for every single business owner that you know, and you'll see why as we get into it, that I would love you to think of a friend who has a business that you could go and forward this episode to because this is something that every [00:02:00] business owner needs to get much better at doing.

And I have a really good proven system to help business owners get better at it, and therefore, I would really appreciate it if you'd share it. Anyway. That sounds very strange. Saying all that without actually telling you what it's about. Today we're gonna be talking about testimonials and case studies. I want to give you a little insight as to how important these are and how when you're doing a launch, you are probably not doing anywhere near enough.

So case studies and testimonials. The reason we need case studies and testimonials is because they really help us demonstrate that we can do what we say we're doing. They really help build that trust with our audience, and also we help them see what's possible. Often when we work with people and we're trying to offer our service to them, there is lots of doubt that, you know, will it ever work for them?

[00:03:00] It worked for other people. Is this gonna be a thing that works for me? So in showing and demonstrating that other people have achieved the things that they want to is really, really important. And I'm gonna talk you through my trust method where I take you through the various letters and explain to you what you need to do when you are collecting these case studies and testimonials.

Because like I said, I'm telling you now for sure, you are probably not collecting enough and you are absolutely not sharing enough. In a launch, you should be sharing them throughout the entire launch. And one of the things that I see all the time is whether you are doing a webinar masterclass or whether you're doing a bootcamp or a challenge, when people get into the selling, that's the point where they share the testimonials and what they tend to do is literally at the end of the whole selling thing is this is what some nice people have to say about me.

And that is just not the way it works, and that is definitely not enough to [00:04:00] help show and demonstrate and build that trust. To give you an idea, the last launch I did, which was my bootcamp. I shared, I did a bootcamp, and then I did a masterclass, two standalone master classes. I went back and looked at my masterclass presentation, and within the presentation all the way through, this wasn't just at the end, this was through the presentation.

I shared 11 case studies in a 90 minute presentation. Amy, in her last launch that she did in a 90 minute presentation, she shared 18 case studies. So I'm a little bit off. I need to add some more, but this isn't just. Like I said, putting a few at the end, this is literally weaving it into the entire presentation or weaving it into the entire bootcamp.

So when I did my bootcamp every single session, I shared at least one case study. Then when we got into the sales emails, I weaved them all throughout the [00:05:00] sales emails. I over 10 emails shared 11 case studies. Amy, I didn't go through all her emails, but over seven emails, she shared 22 case studies, and that doesn't include the screenshots that she shared and that I shared.

So. When I say case study, I'm not just saying what they wrote about you. When I say case study, what I mean is you are giving us a bit of the story, so you're telling us maybe where they started, what they did and the results that they got, and then obviously a quote from them. But it's not just going, this is what they said about me.

There's a much stronger structure to it. And then like I said, throughout her email, she also screenshot things from groups that basically said, oh my God, I've just done X, Y, Z. Now I just wanna put this in perspective. Amy has been doing this a very long time and has had thousands upon thousands of students go her through her program, and therefore is not short of case studies.

I [00:06:00] know that this is something that people struggle with because within Grow Launch, Sell, within my own world, I have lots of conversations of I just don't have enough. And I agree that part of that is the amount of time that people have been doing it and the amount of people who have gone through programs.

But also I suspect it's a case of not asking enough either. So what I'm going to go through with you today is the trust method, and basically this is the method that I teach in terms of getting people to actually, well, getting case studies and testimonials that actually give people proper information.

So let's start with the T. The T is tell the problem. The very first thing you need to do when you're collecting this information is you need to ask them what challenges or issues they were facing or what wasn't working for them. And this is basically the pain. You are making sure that you are making it really clear.

Where [00:07:00] did they start? What was the pain that they started with? And this often is where your current customers are. So by saying this is the struggle they've had, you are then able to demonstrate, okay, this is what they're able to do. I've got a really lovely one where Kristin, who has been in my world for a while, she had done some webinars before being in my world and her signups were really low and no one turned up live. And then she worked with me and her signups went up and people turned up.

That is a really nice, talking about the problem of where they were because people can relate to, I just can't get people to sign up, or people are signing up and they're just not turning up. So the T uh, in the beginning of trust is tell the problem what challenge or issue they are facing, what wasn't working for them.

Let's go to the R. The R is the roadblock. So what was standing in their way of fixing it? Or [00:08:00] what had they tried and struggled with before? Again, this is really important to know, not only for, and actually as a side point, this is great for obviously demonstrating to people, you know what you're talking about and you can actually help them with the thing that they.

You know they need help with. But this, from an information point of view for you, is also brilliant. So imagine that you are getting on a call with someone you've worked with who's done a brilliant job, and you are asking them these questions or you are going through this, this method with them and. The information that you could get from it, which you can then use in other places like sales emails and sales pages.

So if they say in R for the roadblock, actually, I've tried this, I'd done this, I'd done this, and none of it had worked. Then you could, in a sales email or on a sales page say, have you tried dah, dah, dah, dah, dah, and nothing worked. Like, and using the language, the words, the. The things that they say is the most powerful.

[00:09:00] So yeah, R is the roadblock. What was standing in your way? What have they tried? What were they struggling with? So these first couple of letters are just about getting them to really remember where they were so that you can paint a real good picture in your case study about where have they been? Where have they, they got to.

U is uncover what they did. So this really, and hopefully is the bit where you come in, but you are not gonna talk. They're going to talk or they're gonna write this for you. And in this bit what you're trying to do is you're trying to find out what happened. And like I said, I really hope that this is the point where they go, well, I came to your world, or I did your program, or I followed your advice.

So what did they do? What support strategy or method did they use with your help? So for instance, I teach and I'm probably one of the only. I don't know anybody else who does this actually. But rather than picking one launch method, which [00:10:00] lots of other people do, and they teach on that specific method, 'cause that's what they're well known for.

I teach on all of them. And the reason I teach on all of them is because I am very obsessed with the fact that. We're all different. Our businesses are different. Our price points are different, and it's definitely not a one size fits all. If you listened to episode 4 2 0, you will hear me doing an actual real life case study, as it were about Louise who had a particular membership, and we had to use a mix of various launch methods in order to put together a launch that fit with her, her audience, her price point, and her energy and her offer.

So. Where this, sorry, where this uncover what they did comes in is it's really helpful if you do have different strategies. So for instance, I might have someone who did the open house method, or I might have someone who did the webinar method, or I might have someone who finally understood how to sell because I [00:11:00] taught 'em how to sell.

Or it might be that they finally created the sales page or the sales emails or had the confidence. So even though. When someone works with you, you have a theme of what you do. Let's get into the nitty gritty in this bit. Like was there something particular? Was it the fact of they learned how to do the sales page in my case?

Or I encourage and send more emails and I help them tell them what to write. Like what was it that they actually did? And the more detail you can get on this, the better. Now, just to bear in mind, you don't have to share everything that you are getting an answer for here, but the more you can get these answers, great.

Okay. The S. The S is show the results. Show the results. What happened next. So for instance, let me go back to my KristIn conversation that I said at the beginning. So her problem was that she was doing webinars, she was getting people to sign up, but not many. I have actually got the [00:12:00] actual numbers. She gave me the actual numbers, which I share in case studies when I do webinars and things.

And it was something like she was getting 30 people to sign up and no one was showing up. So that was telling the problem. Her roadblock was that. It just wasn't working, that she had followed the advice that she thought she had to do and it wasn't working. She had tried to piece together herself. She tried to go alone.

She tried to research stuff and it just wasn't working. Her uncover what they did was she came and worked with me and we put together the proper strategy, and I guess in this case, we could really focus on getting them to turn up live. So I could say, well, I gave her the emails that you need. To get them to show up live, obviously I wouldn't say that 'cause I'd be interviewing her and she'd be saying this, and then when it said, show the results, what happened next?

What changes or results? Did they see this for me, tends to come down to the actual results, the numbers, the the real changes. So for her, and [00:13:00] in this case study, it would be, well, the next webinar that she did, I think she got 90 something to sign up and she got 27 or something to actually turn up. So she actually did her first ever webinar.

With people on it, which I can't tell you how exciting that is if you've done webinars with no one on it. So show the results. The S is about demonstrating what those results are and making sure you get as many details of them as possible. Now, ideally in launches. So it is very easy for me to get number results and work out percentages and work out.

How many of their lists signed up to their launch list and how many of their launch list actually bought, or how many engaged? If it's not as easy as that, then you might have to think slightly more outta the box. In terms of what else were the results in terms of maybe they got a new job, maybe they got a promotion, maybe they, you know.

Did something different. And then the final [00:14:00] T is transformation. So, you know how well I say, you know, um, if you've been in my world a while, you might know. When I talk about understanding the transformation, it's one of the most important things you can do in your business. Like, I don't care what business you've got, you have to understand the transformation.

The example I give for this is a, um, airline. Airlines do not promote horrible economy squeezed in seats with crappy food. They don't because no one wants that, right? No one necessarily. I mean, you might love sitting in an economy and eating the food and hey, awesome, right? But most people don't necessarily want the...

In this episode, Darnyelle and I get real about what it takes to build a business that feels good inside, not just looks good on the outside. We talk about everything from scraping by (yes, including bankruptcy) to shifting money beliefs, setting up systems that don’t burn you out, and what success really means when you're living it your way. If you’re creating a course, running a membership, or coaching clients—and you want both growth and heart—this one’s for you.

 

Alignment of Values + Goals is Essential

Don’t build a business purely for revenue—clarity on what you really want (freedom, purpose, legacy) will drive more consistent, fulfilling decisions.

Mindset around Money is One of the Biggest Leverage Points

Many blocks live in our beliefs about worthiness, safety, and identity. Shifting these unlocks more possibilities than just increasing efforts or marketing.

You Can Raise Your “Money Set Point”

What you believe is possible financially becomes a ceiling unless intentionally expanded. Recognizing and shifting money beliefs (especially those rooted in childhood or culture) is powerful.

Sustainability Needs Both Internal Work & External Systems

Working on mindset alone isn’t enough; you also need business systems—processes, finances, team, operations—that support growth without burnout.

Redefining Success Might Mean Different Metrics for You

Success doesn’t always mean “seven figures.” It might mean freedom, alignment, making an impact, or living on your terms. It’s okay (and powerful) to define it for yourself.

Systemic & Generational Context Matters

Women, people from marginalized backgrounds, or those with less financial inheritance often have additional layers of challenge. Recognizing this helps in compassionately dismantling barriers.

 

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

 

Connect with Darnyelle Jervey Harmon on Website, Facebook, X, Linkedin, Instagram

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

 

Transcript

Darnyelle: No one goes to bed a blunder and wakes up a wonder. And so in the first iteration, it took me nine months to make any money, and by the end of nine months I was out of all of my cash. I had emptied my 401k and I was living client to client. I was trying to figure out how to make this thing work. It was not working.

So I did the unthinkable. I filed bankruptcy and I went back to work.

Teresa: Welcome to the Your Dream Business Podcast. I'm your host res Heath wearing an international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the of life that.

So I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and [00:01:00] strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started.

Welcome back to another episode of the Your Dream Business Podcast. It's funny as I was prepping to do the intro for today's episode, it kind of really reminded me why it's called the Your Dream Business Podcast, and if you're new around here or you haven't been listening long, or you've just never heard me talk about it, the reason it's called your dream business is because I am very much an advocate of creating your dream business.

What does it look like to you? I have many kind of things I say about this, but one of the things I talk about is measuring your success by someone else's ruler. When I first came into the online space, one of the things that came up a lot for me was other people telling me what a successful business look like.

You should charge more. You [00:02:00] should do this, you should do that. You're not successful unless you're having a six figure launch. You're not, you know, you need a massive audience. You need to do your business this way, that way, whatever it was, you need to use this strategy, that strategy. And i, after many years of being in this hole and thinking and FYI, trying all these things and them not working for me or creating a business that I didn't love, and then finally went, hang on a minute, like I'm listening to people who are not like me, who are not in my world, who do not share the same season of life that I I'm currently in.

Why am I paying attention to them and what they deem as successful? So I bought in the whole concept of your dream business. Obviously it's not my concept, it's just a concept and very much talked about. What does this look like for you? So some people's dream business is seven, eight figures. Some people's dream business is not bothering so much about how much they earn, as long as it can keep their lifestyle that they want, but making a difference.

Some people wanna work part-time and earn good money [00:03:00] for it. Some people want to take six months of the year off. Some people wanna be the face of their business. Some people wanna hide behind something and have someone else do it. Like it's whatever matters to you. And also that changes, like when I started my business, I was a single parent of a 4-year-old.

I'm now a married mom of a 15-year-old, like with stepchildren and dogs and you know, so what our priorities are, change massively. And as I was re-listening to today's episode, I, it kind of really reoccurred to me that, you know, this is why I'm so passionate about this because in today's episode I interview Dr. Darnyelle Jervey Harmon, and she, it, it's not very often I get people to tell their story, but I get her to tell her story. She tells the very honest story of building a business, it not being right, starting again, building another business. Earning loads of money. I think she hits seven figures and basically [00:04:00] goes, Nope, this isn't right.

And it just, like I said, really reminded me of the fact of sometimes when we think, because everyone tells us that that's what a perfect business looks like, it actually isn't. And it, when we get it, sometimes we need to get it to go, oh, this isn't what I wanted. But it's a really, really cool story. I think you're gonna get lots from it.

She's got lots of good advice. Without further ado, here is the very lovely Darnyelle. Welcome to the podcast, Darnyelle, how are you doing?

Darnyelle: I am so excited to be here, Teresa. I'm doing great today.

Teresa: Awesome. Well, you look great.

Darnyelle: Thank you.

Teresa: If anybody wants to see how you look, then head over to my Instagram 'cause you look wonderful.

Just brilliant. I wanna start off because I have been down a rabbit hole of looking at you and looking at what you've done, and although I don't necessarily anymore. Do the whole tell us how you got to do the thing you did, which I used to do for many, many episodes. We've done over 400 episodes now, so.

Darnyelle: Wow.

Teresa: Yeah. Like, although you've done a lot as well. I was looking.

Darnyelle: Yeah. But not 400. Yeah. I think we're at [00:05:00] like 3 35 ish.

Teresa: That's still a huge amount.

Darnyelle: Yeah.

Teresa: So, but I think because I've just been down a rabbit hole of looking at who you are, I'd actually really love you to just start by introducing yourself and tell everybody what you do.

Darnyelle: Absolutely. I am Dr. Darnyelle Jervey Harmon. I am the award winning CEO of Incredible One Enterprises. We are a business transformation company and we help six figures, service-based entrepreneurs connect their soul and strategy so that they can scale to and sustain a business that generates seven or eight figures a year creating financial legacy.

Teresa: I mean, that was the most polished introduction I have ever heard. That's amazing.

Darnyelle: Thank you.

Teresa: How did you get to do this? Like what? Just give me a brief history of like. Because you don't wake up one day. Well, maybe you did and if you did you entire secrets.

Darnyelle: No, I didn't. I did not wake up like this. This is definitely lots of trial and error.

So professionally, my career [00:06:00] started probably just like many of your listeners in corporate America. Mm-hmm. Or corporate, wherever they might be listening in from around the world. 'cause I know you have a global audience.

Teresa: I do.

Darnyelle: And I was 12 years in a Fortune 500 financial services company, and I literally woke up one day and said.

There's gotta be more to life than this.

Mm-hmm.

And I'm gonna go in pursuit of it. So I was in my late twenties. And I just made a decision. I did the unthinkable. I walked into my boss's office one day in 2004, and I quit my good job without a plan, without a safety net, without a clue about what I was going to do, but I was willing to bet on myself, and I figured that if worse came to worse, I'd be able to get another job.

Because I had an MBA at that point, I was marketable, but I would never knew because I wasn't married, I didn't have children. I would never knew if I know if I had what it took to be an entrepreneur unless I tried at this particular moment in [00:07:00] my life history.

And so I did. I quit my job, and while I was trying to figure out what I was going to do when I grew up, I sold Mary Kay Cosmetics. Full-time. So I had been a part-time beauty consultant. Yeah. I decided to become a full-time sales director in Mary Kay. And within five months I was picking up my first pink Cadillac.

I ended up doing Mary Kay full-time for two and a half years. And then I had a similar experience, so I called my first moment and some of the people around the world may be familiar with this artist, Keith Sweat. He's an r and b artist who has this song called Something Just Ain't Right.

Teresa: Okay, fantastic.

Darnyelle: So I called my first moment the Keith Sweat moment. Yeah. And then I called my second moment when I realized that I still was technically sitting behind someone else's desk. I called that my Britney Spears moment. My, oops. I did it again. Right. And so I, I literally was like, Darnyelle, you've merely traded one desk for another.

You are not [00:08:00] operating in your God-given gifts and talents and really impacting the world the way that you were uniquely born to impact the world. So I ended up sending my pink Cadillac back to Mary Kay Cosmetics and I made the decision to start the first iteration of what is today incredible one Enterprises.

First iteration because listen, again, I did not wake up like this. No one goes to bed a blunder and wakes up a wonder. And so in the first iteration, it took me nine months to make any money, and by the end of nine months, I was out of all of my cash. I had emptied my 401k and I was living client to client.

I was trying to figure out how to make this thing work. It was not working, so I did the unthinkable. I filed bankruptcy and I went back to work.

Teresa: Wow. And that, yeah, I was not expecting that by the way. I was expecting month nine, something clicked and suddenly all the money came right in it.

Darnyelle: No, no. Now 'cause, and here's the thing, Teresa, like how are we going to [00:09:00] change anyone's life if we only tell the upside of the story?

Teresa: A hundred percent. I am with you completely.

Darnyelle: Right?

Teresa: We need to know that. It's not as easy as it looks on paper.

Darnyelle: It's not as easy as it looks. And I went back to work for two years. I figured it out in this business on nights and weekends, and I tell anybody, listen a job if you have to work for someone else, use it as your primary fundraising opportunity.

I had to do what I had to do 'cause I didn't wanna live in my car and I wanted to make sure that my basic needs could be met. So I took my butt back to work because the business wasn't working. But while I was in the job for two years, 'cause I signed a two year contract. I was fully committed to learning what I couldn't figure out on my own initially, because at the end of the two years, I declared myself unemployable and I was never gonna work for anyone else again.

So on January 1st, 2011, I came back into my business full-time and we have not looked by 2014. I had a seven figure [00:10:00] business before you get too excited and, and celebrate me. It was short-lived by 2016. Or early, late 2016, early 2017, I was back into a mid six figure business. You might be wondering why.

Teresa: Yeah.

Darnyelle: Because I hated my seven figure business.

Teresa: Okay.

Darnyelle: It was a monster, a circus. It was not sustainable. I hustled my way to seven figures.

Teresa: Right?

Darnyelle: And I could not keep all the balls in the air, and I burnt out. I got sick and I said, you know what? You can have this business. I'll go back happily to a mid six figure business if it allows me to keep my sanity and have some semblance of a life.

And so I went back and I was totally fine with it. I didn't feel embarrassed or anything, but I started to get this little gnawing I used to, it started as like a, a really faint, distant whisper.

Teresa: Mm-hmm.

Darnyelle: And then it [00:11:00] started to get a little bit louder and a little bit louder, and then eventually it was a shout.

Not only was I supposed to be operating a company that did seven figures a year, but I was supposed to be teaching other people how to do the same thing. And so I had to figure out how was I gonna go back into a seven figure business? 'cause I didn't want it to be like it was the last one. Mm-hmm. And that is where the Move to Millions Method came from.

I figured out how to build a business sustainably with Grace and E instead of hustle and grind, putting the right systems and infrastructure in place. We got back to seven figures in late 2018. We worked, well. 2018, we were at like 9 63, 963,000. And honestly, if I really pushed, I could have done the other 47,000, but I was like, you know what, this was great.

By 2019 we had done $2 million in the business, so, and we had done it in this foreman. So right around that time, I [00:12:00] had started really praying to God and asking God, okay, I think I got myself together. What is it that you would have me do? Mm-hmm. And that is when he gave me move to millions as my movement.

So we started going through a rebrand, and as a result of the rebrand, I started working with clients directly on the auspices of helping them to get to seven figures. And since late 2021, we have helped 77 entrepreneurs cross their first or next seven figures, and the majority of them have sustained it over time.

Teresa: Right. So there's so much, so much in there that I want to cover. Okay. The first thing I wanna touch on is how awesome it is that you talked about hitting seven figures, which for so many business owners, whether it's seven figures, six figures, eight figures, whatever the number is, there's like a number in our head.

Yep. That goes, if I hit that, life will be amazing. Yeah. And you hit it and you [00:13:00] did not like it, right?

Darnyelle: No. And I thought if I hit, I thought many things. I thought if I hit it all of a sudden I would be worthy, I would be deserving. And, and you know, that's an issue that's unrelated to the money, but it absolutely impacts the money.

Yeah. I thought if I hit it, all of a sudden the heavens would open, the seeds would part, and they'd ride in on a donkey and my life would be forever changed. Yeah. And it wasn't, you know, having all the money and having no one to share it with. I was single. I was. Living out of a suitcase. I was always on a plane going somewhere to talk to somebody about something.

I did not have any love in my life. The only person I had to call when something amazing happened was my mama. Yeah. I needed more to life than that. Right? Yeah. And so I think that money by itself, it's, it's a tool. It's not a measuring stick. It's not an identity marker. For me at that point, it was an identity marker.

Yeah. I thought it made me who I [00:14:00] was, and so I really had to dismantle the blocks and the beliefs so that I could build myself back up into a woman who knew, just like she knows her name, that she is worthy and deserving of making money at that level. Yeah, and that took a lot of inner...

In this episode, I walk you through four powerful launch strategies - webinars, bootcamps, open houses, and paid workshops and explore the importance of aligning a launch with your business’s unique needs. The centerpiece is the case study of Louise Miller’s Make It Happen Club, where she and I designed the bespoke "Quiet Action, Big Impact" launch. It blends a challenge-style format with an open house approach to authentically reflect Louise’s sense of calm and her audience’s needs.

Here’s the thing: there’s no such thing as a one-size-fits-all launch. If you want it to really stick and last you’ve got to pick a launch style that feels like you, speaks to what your people actually want, and suits what you're offering.

 

Don’t Force It - Launch with Intention

Your launch should feel authentic, not contrived. Launch formats like webinars or bootcamps only succeed when they naturally fit your style and audience dynamics.

 

Four Core Launch Strategies

Webinars — Educational, interactive, and great for feeding high-intent prospects

Bootcamps — Intensive, immersive, and perfect for engagement and transformation

Open House — Low-pressure peek behind the curtain; ideal for showcasing offerings

Paid Workshops — Commitment-filtered sessions that lead to higher conversion rates

 

 

The Case of Louise Miller’s Make It Happen Club

Louise’s business thrives on calm, thoughtful planning. A typical webinar or bootcamp wouldn’t reflect that. Instead, we partnered to create a hybrid launch called Quiet Action, Big Impact—a soft, intentional experience infused with mindful structure.

 

Customize to Connect

Matching your launch approach with your personal rhythm and your audience’s needs doesn’t just boost conversions—it sets the stage for an experience that feels meaningful and memorable.

 

Craft with Clarity

A strategic launch starts with clarity:

Understand your strengths and style

Know your audience’s preferences

Design with intention, not pressure

Launch should reflect your values, not someone else’s playbook

 

Ep 339 - Re-defining Productivity and Reducing Overwhelm: Strategies for Success with Louise Miller 

Connect with Louise Miller on Website

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

 

Transcript

You'll often hear me talk about four different ways of launching, and these are the main ways I teach webinars, masterclasses, same thing, bootcamps and challenges. Very similar, open house strategy for memberships and paid workshops, but what if your business doesn't fit neatly into one of those launch experiences?

Because it's incredibly important to create a launch experience that fits you, fits your audience, fits your product, and fits your energy, and that is exactly what I'm talking about in today's episode. I'm taking you behind the scenes of a launch that was done by the amazing Louise Miller for her Make It Happen Club.

Where we created a unique launch experience so that it fit perfectly with her and her customers, and her product.

Hello and welcome back to another episode of the Your Dream Business Podcast. I hope you are having a good week. Before we get started with today's episode of the podcast, I would love just to ask you a very quick favor if I can.

If you are listening to this and you have not yet subscribed, and sometimes people don't realize they've not subscribed, so please go and check if you have actually [00:02:00] signed up to the podcast. If you haven't, I would really appreciate it if you could hit that subscribe button. And also, if I may ask two favors.

I know, I know. If you haven't given me a review, I would be so very grateful. You see, podcasts aren't searchable in the way that, like if you're searching for a particular subject, you're unlikely to have a podcast come up as a suggestion. So the only way that podcasts are found and seen is by you sharing it.

So I would be so, so very grateful if you could do that. Today we're gonna be talking about how do you know what launch method to use and what if none of them fit? And the way in which I wanna explain this to you is a really cool case study of someone who is amazing and it brings me much joy to do a whole podcast talking about her.

I'm talking about the amazing Louise. Now, Louise Miller has been in my world for some time. She, I actually worked with Louise to help me be productive and a little while back, Louise [00:03:00] and I had a strategy day where I went through her stuff with her and helped her with her launch. And Louise has a very distinct type of membership.

So when we initially started looking at it, we realized that maybe the normal things I teach on wouldn't necessarily be a good fit for Louise. Let me go back a bit and let me first tell you about the four methods that I currently teach on. Method number one is webinars slash masterclasses. Basically, it's the same thing, just two different names.

If you're going to do one of them or if you're going to do a webinar or a masterclass, they're the same thing. Choose the word masterclass because you get a higher engagement rate on that. The second one I teach on is bootcamps slash challenges. The reason I tend to lump these together is they're very similar.

There's only a couple of slight differences between a bootcamp and a challenge, but they are pretty much the same thing, which is a launch event over a number of days. So four [00:04:00] days, five days, 10 days, whatever it might be, where you are showing up for those number of days and you're teaching or you are supporting them.

Then I teach on the open house method, which is one that not many people teach on, and the open house method is really, really cool. If you have a membership. It has some very clever psychological and marketing strategies involved, which really help you sell your membership in a much nicer. Not sleazy, not salesy way, but in a really authentic way.

And it helps you use your current members to really promote that. And then the final one is paid workshops where you show up over a number of days. You teach them something start to finish, and that is just one part of the bigger thing that you sell, and then you sell them into the bigger thing. So I teach on these four different methods, which cover pretty much all the main methods of launching, and Louise and I sat down and we realized very quickly, Louise's membership is not like your [00:05:00] average memberships, and therefore it wasn't quite gonna fit neatly into one of those boxes.

Let me start by explaining to you what Louise's membership actually is. Louise's membership is called the Make It Happen Club, and basically it is a space for you to get work done. Let me explain some of the sessions. She has big idea to inspired action quarterly planning sessions. So every single quarter, and I think she launches it every quarter, every single quarter, she does a full planning session to put you back in the driving seat so you can make sure the actions that you are taking are moving you in the right direction.

So basically you are working with her in a group setting online and she's walking you through the different kind of activities that you need to do in order to plan your quarter. She then has monthly momentum planning sessions where basically she kind of steps you out of your business for that session and she checks what's happening with the bigger picture.

She makes sure that they create a plan that they [00:06:00] can actually follow and they leave with a plan in their hands so they can roll up their sleeves and start taking action straight away. And then she has quarterly make it happen implementation sessions where basically you work on your own big projects that you are in.

It's like a coworking, but she does, she actually does. It's almost for the whole day, but you can choose the morning or the afternoon, or if you wanna go to both, you can go to both. And I have been to these, they're like three hour sessions and she checks in with everybody at the beginning and she checks in with everybody at the end.

And if you get stuck, you can go into a breakout room with her and she can help you refocus. So as you can see, her membership isn't about teaching. It isn't about training. It isn't about kind of, I was gonna say motivation. That's, it is about motivation, but in a very actionable taking way. Now I work with Louise one-to-one.

She helps me one-to-one, which is awesome. But I also have access to the Make It Happen Club, and I do attend the, I really enjoy the implementation session. So when it came to coming up [00:07:00] with her plan and how was she going to do this and how is she going to have a launch that would help people with getting them really in the right mind to understand what she did.

We realized that some of the other things weren't gonna work, so we looked at master classes and webinars. She's done them before, but her stuff isn't necessarily about teaching. Now, there are concepts that she teaches and there are things that you have access to, but it's more about the action that someone is taking and giving you the head space and the clarity and the direction.

So doing a master class or a webinar wasn't necessarily going to be the best fit because she doesn't teach something, and normally you would have a master class or webinar to teach them. The overarching thing, and then to move them into the the bigger thing or the big course or the big program that fully teaches them the thing.

The next thing that we looked at was challenges or bootcamps. When you think of a [00:08:00] challenge or a bootcamp, they are normally all centered around some kind of community where you are giving them daily tasks or you are teaching them something daily. I have just finished a bootcamp. Every session of the bootcamp, I'm showing up, I'm teaching them something.

There was additional q and a sessions, there was some mini mindset sessions, but basically they are learning things and doing a bit of action. But the community is a very heavy part of the challenge or the bootcamp because the whole point is that you are pulling everybody together to go, let's do this together, and everyone's motivating each other. Again.

One of the things that Louise's membership is very keen on is it's not about the community because it's about taking action. And yes, although it's lovely to get on a call and hear about the other people and what they're doing, it's not about, it's not networking. It's not collaborating with people, it's very much about, in fact, it's almost like her [00:09:00] stuff is like the piece on the internet.

It's almost like the space and the quiet for you to get your head straight. So again, communities weren't really going to work because. That wasn't a big thing to her. Again, a paid workshop wasn't going to work because she's not necessarily teaching something and she's definitely not teaching one part of a much bigger thing.

So that left us with the open house strategy. The open house strategy seemed to be the best fit. However, it definitely needed some tweaks. With the open house strategy, it's very clever. And although initially it sounds like, well that makes, you know, super, sounds super easy, and it sounds super simple in terms of what an open house strategy is, but there are some very distinct, interesting things that you do.

So with the open house strategy, you basically take your membership and you open the doors of your membership for a set amount of time. This is normally five days or a week. And the idea is you let [00:10:00] them into the community of your membership. You say to them, I am opening the doors to my membership. You are getting to see behind the scenes of the membership and you bring them into the community.

The bit you don't give them on an open house is you don't tend to give them the vault. The thing where you have all the lessons and the courses and the replays, you don't give 'em access to that. You just give them access to the community where they get to hang out with your other members. And then what you do over the five days or the time period of the open house is you show them every single activity that you do.

So for me, when I used to have the membership and I used to sell it as a membership, I would show them what a coaching call looked like. ie would do a coaching call with them. I would do a mindset session with them. I would do some training with them because that's what we did. We might do a bit of networking, like all the different activities you do over the period of a month in your membership.

You then do that within a week, real, proper live [00:11:00] activities. So you're not just giving them a taster, you are actually saying, this is a coaching call. Come along. Now one of the many beauties of this, and, and like I said, the open house strategy goes way, way deeper, and there's so much more to it. But one of the beauties of it is they are in there with your members, so they're hanging out with your members.

They're on coaching calls with your members, and they're in the community. One of the other really cool things is people don't like giving something up once they have it. So you have them into the community, you have them part of your membership, and then you basically say to them, here's the experience.

This is what it's like, what did you think? And then at the end of that week you say to them, would you like to stay? And if they don't want to stay, then on a certain day you throw them out the community. This works so beautifully when you have a completely open membership. So when we looked at the different ways of launching this, definitely fit one of the best ways, however.

Community is not a big thing. So how do we show her potential audience what she does? But it [00:12:00] isn't about the community and they don't get access to a vault. But she has got some courses that she offers or some, some training in terms of getting their head straight on things, but it's not really like a big vault of courses.

But also, how does she demonstrate what it's like to work with her and work with her community without doing the actual things that she does, because. If she did the quarterly planning, the monthly plan, well one that wouldn't make sense 'cause they would do them too close together. And the implementation, she's basically given them an entire month, well, almost an entire quarter of what she does.

And therefore why would they buy from her? So with all that being said, we decided to. Look at how we could tweak the open house, and she liked the idea of it almost being a challenge, but it not being a challenge, and how can we create something? So this is what Louise created. Louise created a four day challenge.

That's not a challenge. She even had that on her signup page called [00:13:00] Quiet Action, big Impact. That name for me just sums up everything about Louise and what she does that. It's like getting your head down, being quiet, finding some space, but that making you have a massive impact. She talked about the fact of, you know, how was your first half of the year been?

Have you not met necessarily, got where you wanted to be? And she basically put together quiet action, big impact to kickstart their month. So she did it at the beginning of the second half of the year and she wanted to create this four day challenge, not challenge in order to help them get sorted. So she was, felt like she was delivering something.

There was a good use of them being there. 'cause that's the other thing about a challenge. You need to have a purpose. They need to have a reason. They need to have, like why would they sign up for it? So she created a really awesome four Day challenge, not challenge, which was also very similar to an open house.

What she did is on day one, she did some big picture stuff where she got them to tune into [00:14:00] their vision, get crystal clear about what was most exciting about their goals, and basically made sure that they had a direction and a focus. Day two, she did the whole, let's get ready for action. So she helped them with some NLP and productivity magic.

So this was a bit more. Where she was teaching them a little bit about what she did or may helping them a bit more in terms of her delivering also just as an FYI. These were 30 minute sessions because again, like she's not necessarily teaching them something that you need to spend an hour or whatever doing.

She was just giving them space and she wanted to make it quick so that they were coming in, doing the thing and going. The whole point of what Louise does is not to add work to someone's plate, it's to help take work off their plate. So if she had said, these are like three hour sessions for four times, like.

People would've been like, well, no, that's not really helping. I'm very busy. So again, she understood these are busy people, so she kept it short. Day three was about taking action. [00:15:00] So day three was longer. It was an hour and a half, and it was roll your sleeves up and crack on. It's amazing how much you can get done when you avoid distractions and you have a accountability of your peers.

So this was her co-working. So she actually showed them what it was like to sit in that coworking space. And then on day four, she did a 30 minute session on setting it up for success...

This isn’t just a story -it's a guidebook for anyone feeling misunderstood, overwhelmed, or afraid to be themselves. Whether you're leading a brand, building community—or just trying to wake up as the truest version of yourself—Jax’s journey is a beacon of strength, clarity, and purpose.

In this episode, I chat with Jaxon Feeley a TV personality, speaker, podcast host, and model who shares his powerful, unapologetically authentic path from female to male, all while working as a prison officer. It’s raw. It’s real. And it's packed with strategies to stay grounded, resilient, and true to yourself—especially when the world pushes back.

 

Harness Hate as a Catalyst, Not a Crutch

Haters gonna hate—but Jaxon shows how resilience, self-worth, and an unshakeable purpose can turn negativity into unstoppable momentum.

Authenticity Is the Ultimate Power Move

Living your truth isn’t just brave—it’s magnetic. When you’re rooted in who you are, you draw in the right people and opportunities.

Inner Work Builds Outer Strength

Exploring identity and doing emotional work isn’t optional—it’s foundational. Self-acceptance and confidence stem from deep inner alignment.

Tough Conversations Can Be Transformative

The hardest talks—like coming out to family—can lead to love, understanding, and transformation. Vulnerability invites connection.

Representation Ripples Outward

Visibility matters. Jax's story doesn’t just empower—it educates and inspires, especially for trans voices craving role models.

 

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

 

Connect with Jaxon Feeley on Instagram, TikTok, Youtube, Linkedin, Website

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

 

Transcript

As a business owner, I think one of our biggest worries is putting ourself out there on social media, on stages in front of other people for fear of what they might say about us. Which is why I really wanted to bring you today's guest, Jaxon Feeley, who has had the most horrific and heinous things said about him and said to him online, and I really wanted to chat with him about how you manage that and how you keep going for a cause.

Regardless, even though this is happening to you.

Welcome to the Your Dream Business Podcast. I'm your host Heat wearing an international bestselling author, award-winning speaker, TEDx speaker certified coat, and the host of this number one righted podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life.

That episode. [00:01:00] I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started.

Hello and welcome back to another episode of the Your Dream Business Podcast. As always, I'm your host, Teresa Heath Wareing. And this is a podcast for course creators, membership owners, coaches who are looking to grow their business. But today I have a slightly different type of episode.

Normally the episodes I bring you, if you're new. If you're new, welcome. Thank you so much for hanging out with me. Normally with these, with my episodes, we have solos where I give you very strategic, tactical, like do this, do that type episodes. And then I have interviews where I interview the best of the best in the [00:02:00] online space.

And I've had the likes of Amy Porterfield and Michael Hyatt and Mike Stelzner, and Denise Duffield Thomas and Stu McLaren, and Dean Graziosi and Ryan Deiss, just to name a few. But today's interview is a little bit different. I am interviewing the very lovely Jaxon Feeley. I met Jaxon a number of different times in various different places, mainly through the very lovely Jo Simpson, and immediately got on with him, thought he was super lovely, and over the various different times of seeing him, he spoke at the Big Fest food.

I started to hear more and more and more about Jaxon's story and. If I'm honest, I was hesitant to have him on the podcast, not because I didn't think he was amazing, and I didn't think he's awesome, which I do, but the conversation we're having is a little bit different to the one I normally have.

However, after having the conversation with him, I am so, so glad I did. Jaxon is a TV personality, a podcast host, presenter, a speaker, a [00:03:00] model, and a lot, lot more transitioning whilst still serving as a prison officer in 2021. Jaxon uses his wealth of experience to inspire, motivate, and encourage people from all walks of life to find and most importantly live their truth.

Jaxon's story is a really, really great story. Initially, I decided I wanted him to come on to talk about how he was treated on social media. Jaxon is very open and has an account where he talks about what it's like to a transition to go from being a girl to a guy, and because he's so open about it, he gets a lot of hate.

Like he gets some pretty heinous stuff. And I thought initially it'd be great to have him on through the lens of how does he deal with this hate? How does he deal with people saying the most heinous things to him? Because I know as business owners, one of the things that worry us and I know worries me is I like to be liked.

And the thought that I would have to deal with anything, [00:04:00] like even a percentage of what he deals with, I just can't imagine. But I couldn't have him on without him telling his story. And. As a parent, that was really, it was really hard to listen to and really kind of inspiring to listen to. And I guess ultimately I wanted to bring his story.

I thought it was a really interesting story. I think he's very charming and charismatic and is a great advocate for trans people. Jaxon was the first trans person I think I'd really spent time with and spoken to. And that was why I decided to bring him on because I just think he gave me different ways of thinking and looking and seeing things and, and it was just, I think for me personally, it was really good to hear a part of a world that I didn't know very much about.

So anyway, I feel like I could explain and talk and say all things. For ages when the best thing I can do is just let you listen to the conversation and I would love to know [00:05:00] what you thought. Without further ado, here is Jaxon Feeley. Welcome to the podcast, Jax. How you doing?

Jax: I'm alright thank you. Lovely. How are you?

Teresa: I am good. I've never said this to you before, but I do love your accent. It's a really, like, it's a really nice and warm and friendly and I, yeah, it's just really nice. I like it. It's all. But, but the Northern accent's so friendly. So if you are, 'cause we have an American, well we have people listening all over the world, but we have a fairly big American audience, so like Yeah.

I think it must be fascinating for them when we bring different people on from the UK know and like these different accents, so. Yeah. Yeah.

Jax: I know, right. Did, I did a podcast not long ago with, with someone in America and Oh, way up. The dogs are here.

Teresa: It's fine. It's fine.

Jax: And I was so conscious of like how I was speaking.

'cause I tried to like, obviously when I do talks and stuff, I tried to speak maybe a little bit less that, but I was really conscious of. Because they're not gonna know what the, what I'm talking [00:06:00] about.

Teresa: Well, I mean I think you are just about safe. I think when we get into Scotland and I was at an event with someone from North Wales, and even that is like for someone who is British, you're like, What do they say? 'cause like that is really strong.

So anyway, but we, I didn't bring you on to talk accents, although, you know, just lovely. You know, and they said it could go anywhere. I bought you on. To talk about lots of things, and this conversation is gonna go into lots of different places, I know it's. But where I want us to start is one of the biggest fears that I would say my audience, me, most people that I speak to have, is that when they put themselves out on social media that someone is going to say something.

And in most cases they don't. Right? In most ordinary cases, people don't jump on and start saying mean things about people. But you have dealt with the worst of the worst. So can we start by just you [00:07:00] sharing some of the things that people have said to you online? So, sorry we jumped straight in with a deep one there, so.

Jax: No, no, no.

It's okay. It's okay. Uh, so yeah, I just wanted to give a little bit of context. So obviously I began transitioning from female to male. Did that while serving in a prison environment and started to share my own story on, on social media over the last sort of three years. And so that is more than anything the reason why I get quite a lot of, of negativity online.

I do get a lot of positive as well, but obviously, you know, the negative can really, really outweigh that when, especially when it's a protected characteristic that a lot of people don't understand, don't agree with. And so I have had comments from, you know, ones that make me really laugh, but also ones that that go to, you know, you should have killed yourself.

You need electrocuting, you need shooting, you know what's wrong with the world, freak, you know, all, all of those things. And.

Teresa: Which. [00:08:00] I just can't imagine what that must feel like, like or how that, like the first time you got something like that, what, what went through your head?

Jax: I think the first time it started to happen, I had the need to like want to retaliate or want to like say my piece, but all that ever does is consume you.

Like, I, I don't need to argue with these people. You know, I think I've been lucky in the sense that because I came from a prison environment, I was very used to having abuse and threats and physical, you know, threats or physical violence, even. Straight, you know, five millimeters from my face. So something that is through a keyboard and through a computer has never really had a massive impact on me like that.

Um, but I think you've probably heard me talk about this before. I think the biggest thing when it comes to dealing with online hate and, and comments and stuff like that is doing the, the inner [00:09:00] work on you and Yeah, really understanding, understanding you because. If I let all of the, the, the good comments in, I have to let all the bad comments in as well.

Mm-hmm. And without any of those comments, I have to know who I am. I have to know my soul. I have to know that my self-worth doesn't depend on anyone else's opinion, whether they're giving me all the love in the world or all the hate in the world. Mm-hmm. Um, because you can't only let one in. You have to let both in.

And so you have to be very careful of. Of putting your self-worth on what other people believe and think. And I think that's what gets lost a lot of the time when people don't do that sort of inner self-work that is terrifying and difficult because you have to know your self-worth and it has to be based on you and your opinion of you, um, to be able to navigate that thing.

Teresa: So did you do that work prior to having a profile online and people knowing who you were, so had you [00:10:00] fully kind of got that straight in your head or was that kind of a process as this was happening?

Jax: Yeah, it's just, it's almost like learning on the job. Right? Obviously transitioning in general takes a lot of, of self-reflection and, and a lot of.

I've always been sort of really passionate about, especially since transitioning and, you know, understanding every corner of my soul. Yeah. And, and what makes me tick, what makes me anxious, what makes me feel triggered, what makes me feel certain ways, you know, why am I feeling like that? Why am I thinking that?

What does that mean? And just constantly trying to understand. What's going on in my mind and in my body, and, and if I am feeling anxious or I am feeling a certain way, why is that? And how do I navigate that? And how do I build better relationships and how do I communicate better? And, uh, you know, what, what, what builds me up and what knocks my confidence and what should I be around and what shouldn't I be around?

And I think I've just sort of done that. You know, and I, I'm still doing it now and, and don't get me wrong, [00:11:00] it's not easy seeing the comments in any way, shape, or form. The, the thing that I do is, is the thing that I try and remember is. I'm in a situation where I can let these things go over my head, but there's a lot of people out there, especially, you know, young trans people who won't and who will listen to these people and who may take their own life, who may do something stupid, who may have the confidence not because they're listening to all these trolls online saying, yo, what's wrong with the world?

Or, you know, you shouldn't, you don't deserve to be alive. And if my thoughts have always been, if someone can see me. He's still happy, he's still living his life. He's still got great friends, he's still doing all these things. He's not stopping posting. Mm-hmm. So I don't have to listen to you. I can listen to Jax instead and just try and provide that little bit of, that little bit of positive representation for, for just being authentic and, and basically saying, you know, fuck you to anyone who doesn't like that.

Sorry, can I spell this? [00:12:00]

Teresa: It's fine, it's fine. You're fine. There was one thing that, there was one thing that you said that I thought, oh, that's sad. Like, and you are right, and I get it. If you're gonna let the nice comments in, you are, you are letting all comments in. So by going, you know what, and I guess it's not so much, you're not appreciating the nice comments, it's the fact of no, you are not having them create who you are as a person.

Which just to kind of like add it to kind of a business thing as well. It's like, it's like when we only feel good about ourselves and people are buying our stuff, right? And it's like, no, no, no, we are that good all the time. Like just because someone's buying or someone isn't buying doesn't mean we're not that good, but we take an external validation.

To tell us what, how we are and who we should be and that sort of thing, so.

Jax: Right. Exactly. Yeah.

Teresa: I had never had I had conversations with someone who had transitioned. I don't think so. I think I, I probably knew of some people who had transitioned. I don't think I'd ever [00:13:00] had a conversation until I met you.

And one thing that really struck me, and not that I, I almost wanna go, you're not here to educate us, but I know that is part of what you do as well. Like you are trying to be the voice and, and helping people understand. But the one thing that really struck me, and I want you to go into your story a little bit more because you touched on it, the fact that you were, uh, working in a prison and I thought to myself like, could I imagine a worse place to be working and do that thing.

Like, you know how some people make out, like, and, and you know, I don't know. I, I don't even know what you know. Who I've heard say this, but some people make out like, oh, you know, it's just a thing. And it's just, especially with children or younger people, it's just a phase.

It's just a thing. And it's like if someone is willing to go through what you went through, this is not just you going, I think I'm, I am this, like, this is it. Like I said, yeah. [00:14:00] It's like how hard could you have made it for yourself? That freaking hard, like literally you could have found an easier like, you know.

Get a different job for God's sake. Like, so talk to me about like, what that was like. So if you don't mind, like go back a bit about when was the decision that you were like, actually I'm not, I'm not who I'm meant to be, and how long did that take and, and how did that all fit in with work?

Jax: So I'd always sort of like struggled with my mental health and, and feeling comfortable and, and, and feeling that sense of belonging sort of within myself from a really young age.

I was a tomboy, you know, I didn't really wanna be very girly and I, and I always struggled with that sort of identity of being, being feminine, but I definitely didn't know that I wanted to be a boy or should be a boy because at, you know, 20 years ago, I didn't have the vocabulary to verbalize how I was feeling.

Right. And I only [00:15:00] really started to understand and, and realize and learn about all that when I was sort of 26 years old. But when I look back now and I,

In this episode, I explore why audience growth is the lifeblood of scalable success. I illustrate this with the remarkable example of Alex Hormozi—whose “$100 M Money Models” launch drew over 1 million registrants and delivered tens of millions in revenue. From there, I introduce three powerful strategies—collaborations, summits, and bundles—and share actionable insights and real‑world examples to help you expand your impact quickly.

Throughout the episode, my message is clear: you must be intentional and proactive in building your audience. By embracing strategic collaborations, leveraging the concentrated exposure of summits, and crafting high-value bundles, you’ll put yourself in a strong position to grow purposefully and sustainably.

 

A substantial and engaged audience is the foundation for launching high-impact projects and scaling business revenue (e.g., Alex Hermozi's $100M launch).

Strategy 1: Collaborations & Partnerships

Join forces with complementary creators or businesses to tap into new audiences.

Cross-promotion grows reach while lending authority.

Partnering allows shared resources, content co-creation, and collaborative momentum.

Strategy 2: Hosting & Joining Summits

Summits provide concentrated exposure to highly engaged communities.

Being a presenter or participant increases credibility and positions you as a thought leader.

Offers opportunities for deeper engagement, follow-up funnels, and content repurposing.

Strategy 3: Bundles

Bundling courses, products, or services creates compelling offers that attract broader audiences.

Strategic bundling enhances perceived value and promotes cross-selling.

Bundles can also be promotional partnerships—pairing your offer with others for mutual growth.

Overarching Principles

Be strategic: Choose collaborations, summits, and bundles that align with your brand and audience.

Be proactive: Don’t wait for ideal partners—reach out, propose, and create opportunities.

Be intentional: Plan each growth strategy with clear goals and execution pathways.

 

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

 

How to run a successful online summit with Krista Miller

Krista Miller

Lizzy Goddard

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

 

Transcript

Alex Hormozi's last launch pulled in over a hundred million, and yes, his content and his strategy were brilliant. However, none of it would've worked without his audience. You can't scale a business without having people to sell to. And the truth is your audience growth can't be passive. It has to be strategic, and it has to be something that you actively do.

And unfortunately, just putting a post up every few weeks about a lead magnet is not gonna cut it. So in today's episode, I'm sharing three proven ways in which you can grow your list faster.

Hello and welcome back to another episode of the Your Dream Business Podcast. How are you doing? At the point I'm recording this, I spent the weekend and I'm laughing 'cause this is embarrassing. I spent the weekend watching Alex Hormozi's launch and basically like writing pages of notes, pulling it all apart, doing my own debrief, working out what worked and like what the strategies he was that he used and, and I'm going to probably do an episode where I talk about what he did 'cause it was fascinating.

And it was interesting actually, and I didn't, I wasn't gonna go down this side quest, [00:02:00] but lots of people were talking about it online and I felt a little bit like, oh, do people think I'm jumping on this bandwagon? The truth is, I watch people's launches all at the time. And just because his was so massive was probably the reason why people were more interested that I was watching it and also lots of other people were watching it.

But at the point of watching his, I was also watching someone else's launch. And when I say watching, I literally, look at how many emails they're saying sending, what are they saying in their emails? What do their landing pages look like? What are their bonuses? What is, you know, if I can watch the live webinar or if I can watch the replay, I go and watch the replay.

I look at what slides they use. Like I do this a lot because this is the stuff I teach and I am. Well, one, totally fascinated by it and love this stuff, and I'm a geek and I totally geek out on it. But two, this is how I'm so good at what I do because it's not just a case of like, I did a course on how to do this and now I [00:03:00] know how to do it.

That's not the case. I am a marketer by trade and by history. I understand the psychology and the marketing that goes into this stuff, and I constantly watch what other people are doing, so I'm constantly testing things myself. I am. Doing it in practice. And I am really going down side route here now because this makes me think of something else.

I was thinking the other week about AI and how AI will take over lots of people's businesses or you know, roles. And I was thinking why would someone or what can I offer that AI can't in terms of what I do? And AI doesn't know what it's like to sit and wait to do a webinar and worry that no one will turn up.

AI doesn't have the experience that. Me and maybe you if this might apply to you, has, you know, we know what it's like to do the thing that we are doing. This isn't just theory. We can get our [00:04:00] own results because we're actually doing it. AI can't. So, like I said, for me. Watching other people's launches is not something I just did because it was fashionable, because it was Alex Hormozi and lots of people were talking about it.

I was watching it because I watch all launches and I literally have folders on my computer of various massive people's launches. And the breakdown of it and what worked and what didn't and all that. So anyway, but the reason I share all of this is Alex, in his launch, made over a hundred million dollars.

I can't even, like, I wouldn't even know how to write that down. I dunno how that looks. That is an insane amount of money. Now. Would I like to make a hundred million dollars? No. I could honestly hand on heart and say, no, I don't wanna make a hundred million dollars. I would happily earn more than I'm earning now.

And, and that's in my plan. So I want you to know I'm not saying this because I'm going right everyone, let's make a hundred [00:05:00] million dollars. I mean, if you want to. Awesome. Like, great, let's go for it. But I'm not saying it because it's the amount of money. I'm not interested in having a business that big because that is a beast, right?

Well, it's more than a beast. The reason I'm saying and bringing this up and how much he made was because that was only possible. Because of one main thing. Now, don't get me wrong, he used very cool strategies. He did lots of other stuff, which like I said, I, I'm probably gonna do an episode about and break down the 10 psychological and marketing strategies he used.

However, the one thing that if he hadn't have had this, it would never have succeeded, is an audience. He has a massive audience. He was saying, and I have notes on all this, and obviously I will. Go into it properly if I do an episode on this, but he has something like 1.4 million on his email list, right?

[00:06:00] He had 21,000 affiliates, not individual people, people who were being an affiliate. So imagine if each of those 21,000 just had two people in their audience. You've doubled it to 42,000, but the chances are they have much bigger audience isn't that. So he basically had a massive, massive, probably one of the biggest in the online space audiences out there.

And the reason I'm sharing this is because no matter what level of business you want, no matter what size or how much money you want to earn, it is directly going to correlate with the size of your audience. If you do not have a big audience, or no, I'm not even gonna say big. I'm gonna take that back. If you do not have an audience, you are not gonna be able to make money because no one knows you exist and no one knows what you sell, and no one will there be able to buy from you.

So your audience is one of the biggest keys to what you do and [00:07:00] actually getting customers. So in today's episode, I want to take you through three ways are really effective at growing your audience fast. So let's go through these three ways and they're going to have a common theme of other people's audiences.

And if you've heard me talk about this before, which you should have done, if you've been in my world a while, if you're new, then welcome. I am so very grateful to have you here. And by the way, while I'm saying that, if there's any chance that you would do me a massive favor, any of you, and go and give me a review.

On wherever you're listening to this, a lovely five star review. And if you'd share that you are listening on your social media, I would appreciate that so greatly. I dunno whether you know this, but podcasts are not searchable and the only way that people can find my podcast, we don't advertise it. I.e. we don't put money behind it other than on my own organic social media is by other people sharing it.

So I would appreciate it so very much if you would share it. Anyway, let's get on with these three things. So I've picked three [00:08:00] things that, like I said. I'm going to give you more people to your audience faster, but because of it, it takes a bit more work. Obviously. The first one is collaborations and partnerships.

This, I think, when I think about some of the biggest people in my industry in the online space. Some of these people had very good collaborations with very big audiences very early on, and that would've made a massive difference to how quickly they were able to grow their business. And sometimes it's frustrating.

Okay. Like sometimes if I can have a pity party for myself, which I try not to do very often, but sometimes it's like, gosh, if I could just get someone I know, some big name that I know or some friends share my stuff. Wow. Like the difference that could make. But that isn't the case and I can't motivate that.

Like, and, and most people don't get that. Most people don't get someone sharing their stuff. [00:09:00] That's massive. But like I said, some people have had that and that has made a massive difference. So what I want you to do is I want you to look at who you can collaborate and partner with. The key thing here is you really need to make sure that they have a same or similar audience to you, because if you are gonna go to the effort and the time of collaborating with them and.

It is a collaboration and partnership. There is a two way thing here, which we're gonna talk about, but if you are gonna go to the time and effort of doing that, then you need to make sure they've got the right people, because otherwise you are putting someone in front of your audience that they're not interested in, and therefore they'll start to think this is weird and maybe disengaged a little bit, and you are being put in front of someone else's audience, which isn't gonna do a whole lot for you, and you're gonna be disappointed in your results.

So same or similar audiences? Let me give you a couple of real life examples of people within Grow Launch Sell. I have a pediatric dietician in the In Grow Launch Sell [00:10:00] in, she's actually in my accelerator group. She has teamed up with a sleep consultant, so she's a pediatric dietician. She helps parents with children with fussy eating and some other things that I know very little about other than what I've learned from her.

And she teamed up with a sleep consultant who helps parents with children who don't sleep. Perfect. They offer two very different things. They're not in competition to each other, and they have exactly the same audiences. So the chances are that. There are going to be an overlap in that group. There are going to be some people who have children who don't sleep and who don't eat particularly well.

That's a great collaboration and partnership. Another really good example is a lovely lady called Victoria Phillips, who is in the Grow Launch Sell program, and she started a podcast called. Mum means business. She wants to interview mums who are entrepreneurs, who own businesses and talk about the [00:11:00] Messy Middle.

It's a great podcast. Please go and check it out. She's, I've taken a listen and she's awesome. And I have someone else in my community called Megan Tobler who has a community for mums in business, and she also has a podcast where she interviews other business owners and talks about their business journey.

Her community is predominantly for mums, and she went on Victoria's podcast. This is a great collaboration because you've got two people who both serve a similar audience, but with different things. So you've got Victoria starting her podcast, and you've got Meghan who has a community. So both of them can benefit from collaborating and doing something together because.

Megan can go, I've been on this podcast over here, and if obviously you're a mum, which her audience are, then you might wanna go and listen to it and Victoria can go. I interviewed this this lady who has a community for mums. If you're interested in joining community, go and check it out. [00:12:00] These are great collaborations.

So a couple of things to note on this. Like I said, it needs to be a win-win for you and them. It has to be something that benefits both of you. So don't go into it with the mindset of, right, I just wanna get on in front of other people's audiences. It very much has to be a, we can serve each other. You can do things like go live on each other's social media.

You could do things like email swaps. You could do things like a joint masterclass or go on each other's podcasts or blogs or videos or whatever it might be. But what can you both do for each other? And you don't necessarily have to do this the same thing. So for instance, you don't necessarily have to both do an email swap where someone can send an email and someone could do a session in someone's group.

How can you help and serve each other? So collaborations and partnerships are a really great way to start to build your audience. Also, remember, and I'm gonna keep saying it on all of these examples, you need to be offering some kind of lead magnet or a reason for them to get on your email list. 'cause [00:13:00] yes, we want them to know about us and great follow us on social.

But what I really want more than anything. You to be on my email list. Okay. Number two, summits. Now, as I said at the beginning of the podcast, these aren't quick, easy solutions. This isn't like do one thing and you're gonna get loads of people on your email list. These do take work, but they pay in dividends with the numbers you can get on.

Summits are great. You can do your own or you can be a guest on someone else's summit. The one thing I would say on guesting on someone else's summit is unless you know them and you know the summit, you don't know how good it's gonna be and therefore how good your results are going to be. My rule of thumb with this would be basically I say yes unless.

It's really not my audience. Or the other thing I have to say, I have real issue with, and this was definitely something that I made sure was good in my own summit, was I don't like it when they're like, you need to do [00:14:00] this, this, this, this, this. You need to basically do all the promotion 'cause this is how it works.

And they do nothing. Or they have no audience themselves. It's like, no, I wanna see you putting in as much, if not more effort than I'm gonna put in. So the way the summit works is they bring together a group of experts with a common goal. So that's the best way that you can do it. It needs to be as kind of specific and as niche as possible.

So you could do a summit around growing your podcast, and it's aimed at podcasters who have started a podcast and want to grow to the next level. So keep it as niche and specific as possible and make sure that all the speakers have the right audience. Like I said, that's roughly how a summit works. And then they tend to basically record.

Sometimes it's live, sometimes it's prerecorded, sometimes it's all given out at the same time. Sometimes it's filtered out. I mean, there are various different ways to do summits. If you want to know more about summits, then I've done an episode with Krista Miller and she's amazing is the Summit Queen. Go check her out.

But the way that the [00:15:00] summit works and the reason that it's good is everybody who's part of the summit shares it to their audience and therefore. They're reaching way more people than if you were just doing a webinar or a masterclass on your own. You are reaching all these other audiences, and obviously if you are the summit host, you are getting all of the opt-ins.

So even though running a summit

In this episode I sit down with serial entrepreneur and internationally recognized wealth & business coach Jessica Crane to uncover the secrets behind building a thriving evergreen online business. 

Jessica walks us through how she launched her successful venture from day one—capitalizing on ads and a strategic funnel design. They dive deep into why investing in yourself matters, how to measure and iterate based on market feedback, and how personal adversity and work–family balance shaped Jessica’s approach. Plus, we explore a critical long-term vision: building generational wealth.

If you're creating a course, membership, or online coaching business—or simply want to make your offering more sustainable and resilient—this episode is packed with actionable frameworks and uplifting wisdom.

 

Evergreen Funnels Create Sustainable Growth

By designing a funnel that consistently attracts and converts, Jessica built a business that doesn’t rely on periodic launches—helping her scale predictably and focus on long-term results.

Ads Accelerate Traction and Visibility

Strategically placed Facebook ads played a pivotal role in generating awareness and early wins—underlining how paid efforts, when aligned with a funnel, can drive sustainable growth.

Measure, Test, Iterate

Jessica emphasizes that the market’s response is your best teacher. By monitoring performance and adjusting based on real-world data, you optimize your funnel and campaigns for continuous improvement.

Resilience Turns Setbacks into Strategy

Drawing on personal adversity and work–life complexity, Jessica champions resilience—and how a grounded mindset becomes a strategic asset when building a business that lasts.

Think Beyond You—Build Generational Wealth

This episode goes beyond tactics: Jessica underscores the importance of creating systems and outcomes that empower not just yourself, but future generations. 

Balance: The Long Game

Even amid business momentum, Jessica stresses the importance of family and personal well‑being—reminding us that balance isn't optional; it's scalable.

 

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

 

Connect with Jessice on she_eo_collective Instagram, jessicacranesiss Instagram, Linkedin, Website

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

 

Transcript

Teresa: Can you create an online business and take it evergreen from day one and make money? Well, this wasn't something that I thought was possible until I met today's guest, Jessica Crane. In today's episode, Jessica is talking me through how she took her online business Evergreen from day one and started making money.

I dig into all of the various bits of the funnel and how it works for her and how it's still working to this day.

Hello and welcome back to another episode of the Your Dream Business Podcast. This week we are talking evergreen.

Now, this isn't something you hear me talking about a lot because obviously a lot of what I talk about is using launching, and most of those launches are live, and I am actually a massive fan of someone learning to live launch first, understanding what's working for their customers, understanding how they show up, what is great, what isn't great, and then once you've learned, then we can take it into evergreen.

However, today's guest literally took a business online and immediately went evergreen and made it a success. Today I'm talking to the [00:02:00] very lovely Jessica Crane. Jessica is a serial entrepreneur, internationally recognized wealth and business coach, and is the founder of the SheEO Collective, a community built to empower SheEO's to build, lead, and conquer.

She has a seven figure business and she helps SheEOs create generational wealth by embracing the power of choice and voice. After overcoming personal adversity, she built her empire by combining the grit to overcome challenges and the glam to celebrate success. We have such a lovely conversation.

Basically, Jessica's life turned a bit of a corner and through personal circumstance meant her business had to change, and she basically started evergreen from day one,. And you know me, you know, I like to ask all the questions and I like to get really deep and in on, okay, what is it that we're doing here?

How do we do it? And we talk about how she uses ads and, and basically. [00:03:00] Through ad spend is then converting people into her funnel, which is then converting them to customers. So we talk through what that is. Then we have a general conversation about investing in yourself and investing in your business and what that looks like and why people might be a little bit intimidated to do that.

But it's a really good conversation. There's lots for you to take away from it. And like I said, evergreen isn't something that I always talk about, so this was as interesting for me as I think it will be for you guys. Without further ado, here is the lovely Jessica. Jessica, welcome to the podcast.

Jessica: Amazing. Thanks', Teresa. Thank you for having me. Really excited for this conversation today.

Teresa: Me too. We met for the first time. In fact, I need to share how we met. 'cause it kind of was funny. So I was talking about the fact and I had to talk generally about the fact that I'm terrible at networking. I really don't like it.

And I had gone to an event to the big fest, Doon, and I had got this dress that I'd asked to be fixed 'cause the zip had broke on it. And they said [00:04:00] they'd fixed it. It was my lovely mother-in-law and she said she'd fixed it. And I thought she was gonna sew the zip up so I could just like pull it on over my head.

Anyway, this is meaning something people, in case you're like, what are you talking about? Anyway, I put the dress on in the morning and the flipping zip broke, so I managed to get it fixed, except I couldn't zip the dress up. So I then had to leave my room with my dress unzip 'cause it was a zip at the back. And I just found this very lovely woman who happened to be sat down and I just said, is there any chance, weirdly you could sit my dress up?

And that's how we met. So

Jessica: I was helping girls, right? Like.

Teresa: Exactly.

Jessica: And I'd been there. So I went to an event where I was getting this award had this tight Balmain dress on and I had to do exactly the same. I had to go find somebody to zip my dress up.

Teresa: Brilliant. Brilliant, brilliant. Like, you know, you're gonna get on from that point.

And when someone goes, of course as if you dress, dress up, don't look at you like you are actually insane. But it was awesome. So we got to meet and we got to chat and hang out and we [00:05:00] knew some people, which is brilliant, but. The reason I wanted, or there's lots of reasons I want you on the podcast, but one of the ones is because we're gonna talk about Evergreen and I want people to understand, I don't normally do the whole tell us how you got started and things, but you started with Evergreen, which most people can't do.

So just take me back to the beginning as to how you came into the online space and then why you decided that option, which might have seemed like an easy option, but it kind of isn't.

Jessica: Yeah, absolutely. So I had a face-to-face consulting business for about three years. So I was consulting with businesses mainly in hair, salon, spa, beauty, that kind of industry, even like hotel spas, like all of those kind of different variations and.

So I had a face-to-face business model and I lived in Leicester. I was based in the Midlands. So as you can imagine, a lot of my clients were all very close [00:06:00] proximity to me in where they lived. I had a big network of those people, 'cause I've been in that industry for a very long time. I went on maternity leave with my daughter and that's when I started building this business.

So I'd done a consulting degree. And I had a, this huge network and they were like, come and help me, Jess, with my business. So it was very much face-to-face business consulting method for about three years. And it was working great around, you know, young children and all of this stuff. But there was two things that I noticed.

One, I started to hit capacity. 'cause if you're doing something face-to-face and it's time for money, you're gonna hit a capacity. Yeah. So that's already in the back of my mind. And the second thing that happened was my husband played sport and he literally came home one day, and this was just after I'd had my second child, Hunter.

So I had a newborn and a toddler, and he came home and he was like, we are moving. He was like, I'm being sold. And we're moving. And I [00:07:00] was like, what? I was like, when, where, what, how, why? And he was like, yeah, like literally, like right now we are moving to Bristol. And I was like, great. Like I'd never been to Bristol, so I was now selling my house, lost my face-to-face business, moved to a city that I'd never been to, and.

Literally lost everything overnight. And I was like, this is shit. I was like, so I didn't have one family member, I didn't have one friend, I didn't have anybody. And you know, under the circumstances that he went to that team was quite pressured as well because they were like, we've brought you in to take us from a championship to a Premiership team.

So he had a lot going on. Yeah. That like high pressure environment and I'd lost my business. I was doing everything with the kids, not one friend, not one family member. So I had nobody to help me childcare or anything, and I was like, this is shit. But I was like, when you are in a shit situation, you have to [00:08:00] decide.

Am I gonna stay in this shit situation or am I gonna do something about it? And a lot of my clients were still messaging me. They're like, I know you've gone, but I need you to help me. Yeah. Like, can you still help me? They were like, can you come back every now and again? Like, what? What can you do? And I was like, right.

Okay. I was like, we need to find a way to make this work and. I was like, so what I'm gonna do is I'm going to find a mentor. I'm going to take my business online so that if this ever happens again, yeah. It doesn't matter where we move, where we live. Like in sports, some of our friends can move every season.

Mm-hmm. So I was like, this potentially could happen again and I need to future proof my business. So I was like, I'm gonna take it online. But then as I started looking in this crazy on online space.

Teresa: So what year was this? Sorry.

Jessica: This was 2016.

Teresa: Okay, so fairly early [00:09:00] doors.

Jessica: Yeah. So I was like, this is a crazy world.

Yeah. A lot of people were launching, so I was looking around and a lot of people were launching and I was like, this is just not gonna work for me. Like one my husband does not have a nine to five job. Like he can be gone at 6:00 AM back at seven. He could be gone all weekend if they've got a game away like, and sometimes they're like, they don't have a schedule.

Sometimes they're just like, oh, we're gonna train till X. Yeah, X time today we're gonna have a meeting. Like it's very light spur of the moment. Like sometimes they'll have a week off and they're like, you've got a week off from today, and you're like. Great. Okay, great. Yeah, there's no planning. There's no notice.

So I have to do all of that as though I'm doing it almost as a single parent. Yeah. So I was like, I, I was terrified of launching as well. Because you remember on the TV where the politician was talking on Zoom and then the child on the stroller comes in in the back?

Teresa: Yeah, yeah. Literally. [00:10:00] That's your life.

Jessica: I was like, that's gonna be me. I was like, I have to learn new, but like I was like, there's things in my environment that a live launch will be in life, I just don't think.

Teresa: Would be a nightmare.

Jessica: Take that risk. So I was like, I need to find somebody who does this in an automated way in an evergreen way. And that's exactly what I did.

So I took the business online and all of our sales and marketing processes were evergreen from day one. And I think that the reason it worked is because I also think, one, I didn't have any time, and that can be a gift because when you don't have time, you have to be so strategic of how you use that time.

Like, I literally, the, the little time that I did have, like my mentor was in America, my coaching calls were in the middle of the night. Mm-hmm. Like, and my son loves, loved to wake up about four times a [00:11:00] night. Brilliant. So, yeah, it was awesome. So I was like, I'm with them all day because mm-hmm. I'm the only person who can take care of them here.

With nobody, and I was on these coaching calls all night. He was waking up all night. Like honestly, it was hell on Earth for about six months, but I was like, it has to work or it has to work, because there was just no other option. I was like, there is no other option. Yeah, I was like this shit, and it has to work because I also, I'm not one of them moms.

I love my kids, but I'm not, I'm not a stay at home mom. I'm not a, yeah. Do you know what I mean? Like I love my kids.

Teresa: Yeah, a hundred percent. And I'm the same.

Jessica: Your kids.

Teresa: Yeah. Yeah. I, yeah. When someone says to me, my dream is to do the school run, I'm like, wow.

Well, like, 'cause that is not my dream. Like, good on you if that's what you want.

But for me, hell on earth. No.

Jessica: I'm the mom. That wheel spins up. Get out. See you late.

Teresa: Yeah, [00:12:00] you and I would've been friends if we had kids at the same age.

Jessica: Much so. So for me, and I think sometimes as a business owner, I think you do need to put yourself under that pressure of target.

Teresa: Totally.

Yeah. I think that is the point that I wanted to kind of bring back up was the fact of, you said.

It had to work. Or it had to work. Right. And I love that because, and it's funny, when I started my business, I was a single mom. I had a house to run. I had no choice. Right? And when people go, well, how did you do it? I kind of can't tell them because I just did it. Like I didn't have a choice. It was either lose my house or move back in with my parents, which had been hell on earth like.

Or take my child outta nursery, which again was not a thing, like I had to make it work. So I think sometimes when you are pressed for time, you suddenly become the most efficient you've ever been in your life. Yeah. And when you have no choice, you make it work. So talk to me then, because this for [00:13:00] me, right.

As a person who. All day, every day talks about launching and talks about online business and talks about selling things online like you did what other people want to do. And the I tell them is very difficult to do, which is to go straight into evergreen. 'cause one of the things that I would teach is let's launch live launch first.

Let's work out. What everything is, how people like what they want, how this works. And then when we know what we're doing, we evergreen it or we can evergreen it. Yeah. How did you know what to do or what did you do in those first days in terms of putting this on evergreen?

Jessica: Yeah, so I had a mentor who had a proven funnel and a proven system and a proven process.

So I think number one. You've gotta go find a mentor who's doing the thing that you want to do. And I know that we've spoke about this before, Teresa, like I truly believe every strategy works. You just have to work the strategy. Yeah. So does launching work? Yes. Does evergreen work? Yes. Does Facebook [00:14:00] group work?

Work groups work? Yes. Does email work? Yes. All of these things work, but you, you've gotta go and find the person with that strategy and then you've gotta work hard to dial it in. So he had a strategy. And he taught me this strategy. So we have like a VSL funnel. That's one of our main evergreen funnels. Right?

Teresa: What do you mean VSL?

Jessica: So we run an ad through an opt-in page where they watch a prerecorded video. Mm-hmm. Which can be anywhere like seven to 30 minutes. So it's almost like a mini webinar, which then takes to a phone call and then our sales team onboards them into the program that's suitable for them. So that's

okay.

That is our evergreen. And then obviously we have our emails, our automation and everything else running under that as well. So all we really have to do, and that funnel has been running every day from 2016 to today.

Teresa: Wow. That is crazy.

Jessica: We have periods where [00:15:00] we put more traffic through it, periods where we put less traffic through it, but ultimately that same one funnel and it's done over...