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What if you could get more of what you want in life? But not through pushing, forcing, or pressure.
You can.
When it comes to money, time, and energy, no one’s gonna turn away more.
And Kate Northrup, Bestselling Author of Money: A Love Story and Do Less and host of Plenty, is here to help you expand your capacity to receive all of the best.
As a Money Empowerment OG who’s been at it for nearly 2 decades, Kate’s the abundance-oriented best friend you may not even know you’ve always needed.
Pull up a chair every week with top thought leaders, luminaries, and adventurers to learn how to have more abundance with ease.
Scarcity is repellent. Acting out of trust and abundance and, like, being able to tap into the truth that there is more than enough at all times. Mhmm. For real. Mhmm.
Kate Northrup:Like, that's not just woo woo speak. What we actually know is that there are enough resources on the planet for every single human being to live a good life. This is just the data. Welcome to Plenty. Today, we have something a little different for you.
Kate Northrup:I am being interviewed. So this is not me interviewing someone, but it is me sitting down with one of my dearest friends, and she is asking me questions. Her name is Jennifer Finley. She is the head of growth over at my dear friend James Wedmore's company, and she is also James' fiance. And I love Jenny and we are talking about my experience or Mike and my experience increasing our launch last year.
Kate Northrup:Our earnings per lead went up from $48 to $63. Now if you don't know what that means, I'll just kind of break it down for you. Earnings per lead is your most important launch metric. So if you run an online business, if you desire to run an online business and sell digital programs, digital courses, or products of any kind, this episode is for you. You'll hear the story of basically how synchronistically I reconnected with James through using my intuition, which remains to this day my greatest superpower in business.
Kate Northrup:And and James was our unofficial launch coach and how exactly we massively increased our launch results. So this is my business by design case study being interviewed by Jennifer Finley about James Wedmore's BBD program. Enjoy. Welcome to Plenty. I'm your host Kate Northrup and together we are going on a journey to help you have an incredible relationship with money, time, and energy, and to have abundance on every possible level.
Kate Northrup:Every week, we're gonna dive in with experts and insights to help you unlock a life of plenty. Let's go fill our cups. Please note that the opinions and perspectives of the guests on the Plenty podcast are not necessarily reflective of the opinions and perspectives of Kate Northrup or anyone who works within the Kate Northrup brand.
Jenni Finley:Alright. Here we are. We are in Austin, Texas. We have to tell people how we ended up here, Kate, because it's so fortuitous how we ended We are not in the Mind Your Business podcast studio.
Kate Northrup:Clearly.
Jenni Finley:We are not even in Arizona. We have brought our multistate friendship to my hometown of Austin, Texas as fate would have it. Yeah. So let's start with how we ended up in these seats, and I and I will I will preface this with we're gonna do a very special episode of the Wednesday weekly win Mind Your Business podcast digital CEO success stories, my favorite segment, about Kate Northrop's success story. And Kate is also one of our dearest friends and vacation buddies.
Jenni Finley:We have to we have to steal a child to go on vacation with the Northrop clan, but we borrowed our nephew,
Kate Northrup:and we went to
Jenni Finley:Harry Potter.
Kate Northrup:Offload our children into a different kind of vacation either way.
Jenni Finley:Yeah. Actually, I have a really good story about one of your children that I shall get to later in the episode for Like, I kind of want to touch on what it's like to have be an entrepreneurial mom and be raising the kids with this entrepreneurial spirit. Because to me, that's part of your success story is that you've created a very inspirational path for me watching you as someone who doesn't have kids yet and is considering it. But you and Mike are two of our role models of like, okay, that's how you do it. That's how you maintain your personal power, your identity, your self expression, your clarity of who you are as an entrepreneur, but also the full embodiment of being a mother.
Jenni Finley:That this is how I see you. It's just like Thank you. Fully embodied by, like, you're living into your dharma and what you're here to create while also being so present and fully committed to your kids and raising these incredibly mature and intelligent little humans.
Kate Northrup:I love our
Jenni Finley:we'll get into that. We'll get into But first, why don't we start with who you are, what you do?
Kate Northrup:Oh, Okay. Yeah. So who I am is I'm Kate Northrup. I am a two time author, I wrote a book called A Love Story, it's one of the Love the title. It's one of the originals actually in the money healing space.
Kate Northrup:I wrote it over a decade ago and I wrote another book called Do Less and I help people have a better relationship with their time and money primarily with their money these days and I have a neuroscience based approach to help people heal their relationship with money.
Jenni Finley:I love that and you have a digital business. Have digital products.
Kate Northrup:Digital products. We have our primary courses called Relaxed Money.
Jenni Finley:Mhmm.
Kate Northrup:Combines nervous system healing and personal finance and wealth energetics and manifesting and investing.
Jenni Finley:Love.
Kate Northrup:Everything you need.
Jenni Finley:And investing.
Kate Northrup:And investing. And was at
Jenni Finley:Swivel. And
Kate Northrup:then, you know, really, that's, like, 80% of our business. So Yeah. Let's just talk about that.
Jenni Finley:I love that. Yeah. That's amazing. I wanna I wanna walk back to and you're a mom. I'm a
Kate Northrup:I have two little girls, six and nine.
Jenni Finley:Six and nine, two of my favorite ages.
Kate Northrup:They're such great ages.
Jenni Finley:They're such great kids too. They're so mature for their ages. Like, they're they're kids where you meet them and you just go like, you're just a grown up and a you're you're back again. Back again for more. Just an old soul and a little person body.
Kate Northrup:A %. Ruby came out and I was like, oh, hey there. Like, it was so like, oh, yeah.
Jenni Finley:Ruby, that was my the story that popped in my head was we were we're in Harry Potter world and I've got all the kids. And if Ewan's mother is listening earmuffs cello, I reveal how much sugar we fed to your son while he was on vacation with his auntie and uncle. So one of James's rules with Ewan is if he wants a churro, he can buy a churro. And he had his own little wallet and wanted to purchase churros. So someone's on a ride.
Jenni Finley:I've got you, and we're we're hunting for the churro stand. And, I believe he bought two. I thought he was buying one for Ruby and him. They were both for him. And so I turned to Ruby.
Jenni Finley:I'm like, do you want one? She goes, no. No. My mom would not want me to have a churro. And I was like, okay.
Jenni Finley:Would you like some watermelon? Yes. I would like some fresh fruit. And I was like, that is the best. There was no, like, sneaking around.
Jenni Finley:It was so funny. I remember one time you and Ned had a churro, and he said, don't let's not let's not tell anyone how many churros I had. And I was like, well, you might wanna wipe the evidence off your face there. He was covered in cinnamon sugar. Was like, no one will know.
Kate Northrup:No one will know. It's like a cat hiding under the couch with their tails
Jenni Finley:sticking out. Yes. Exactly. But I think that what what I think stands out to me about being around your kids and then also watching you parent them that's inspiring to me is you parent them to make their own universe of decisions. Like, I watch you apply the principles of entrepreneurship with them, where you're pressing them to be little entrepreneurs of their own experience.
Jenni Finley:And like, Okay, what do you want to do with that? Well, what are we going to what are you going to do about that? Ruby was cold. And so it was like, Okay, well, how are we going to fix that then? She's like, I need pants.
Jenni Finley:And you're like, I will produce you getting more pants then. Yeah. But there but it was like her making that decision. In
Kate Northrup:our world, we are like, I have a thought about this. Yes. In our world, we are so like, general society and, you know, probably just American society. Right? That's the only society I I'm super familiar with.
Kate Northrup:We our culture is really about outsourcing our decisions, outsourcing our power, pawning off, like, I have this problem. Someone fix it. Yeah. Right? Like, give me a pill.
Kate Northrup:Give me a give me a Tell me what you like, I somebody fix this for me. Right? And and it leads to so many issues that we have addiction and, like, just, like, complete lack of connection with our inner power. So with my girls, when they tell me things that where they're complaining about them, I want them to know they are welcome to share their pain with me And also, I wanna let them know as early as possible, like, your locus of power is inside. Mhmm.
Kate Northrup:So I'm here. Mhmm. I'm gonna support. I'm gonna provide. I'm gonna whatever, but, like, what's the plan?
Kate Northrup:So yes, Ruby got wet in the Jurassic Park water something or other. Oh,
Jenni Finley:yeah. It was so was some sort of water gun chilled out that we didn't witness with kids that were not in our group where they just drenched all of the children in our group.
Kate Northrup:And then Ruby came to me, and she's freezing, and she was, yeah, she was freezing cold, and she just kept telling, mama, I'm so cold. I'm so wet. I'm so cold. But she was, like, in such a spin Mhmm. That I there was she wouldn't even let me do anything about it.
Kate Northrup:And I was like, okay. Like, what's How are we solving this? Yeah. What's the what's the solution?
Jenni Finley:The next available action.
Kate Northrup:Available action stuff. A %. And we were like, okay. Now we're gonna find small enough pants in Harry Potter world, which turned out to be hard. And then the only pants available were pajama pants.
Kate Northrup:She didn't want those. And I was like, your option is wet pants or dry pants
Jenni Finley:that you don't like. Loved when she was like, I don't like these. They're scratchy. And you're like, do you like them better than wet pants?
Kate Northrup:That's yes. That's what it was. Then we have a bingo. And she said, yes. And I was like, great.
Kate Northrup:You can wear no pants, wet pants, or scratchy pants that are dry. And she went with scratchy dry pants.
Jenni Finley:Yeah. That's so good. I love that. And then with Penn, then the the memory that I thought of, and I don't even know if I texted this to you. I hope I did.
Jenni Finley:When we got home, I had the kids do the little exercise at breakfast where they wrote down what would make today the most magical day. And then we had, like, I had all of them together, and we would, like, draw the kind of out of the hat. So we would sit down at lunch, and we go, okay. Let's lay them all out. How many have we done?
Jenni Finley:How many do we have left to do? And they all had different suggestions, like get ice cream or go ride a roller coaster. Mhmm. And Penelope had written, ride a really scary roller coaster. And then in parentheses, everyone's name misspelled except for Jen and except for Ewan, unless Ewan decides that he wants to go on the roller coaster.
Jenni Finley:And I thought that was so perceptive of her because we were at breakfast, and I did not say directly to her, I'm not going on a roller coaster with you. She overheard me saying, I don't like going on roller coasters. And she made sure to make a little footnote that I was not to be included in the it was still gonna be a great day if she got to go on the roller coaster. Thought that was really adult averted.
Kate Northrup:She is really conscientious of the external world, Sometimes to a fault, but we're working on that. She's super externally referenced.
Jenni Finley:Yes. Yeah.
Kate Northrup:Yeah. Which is super sweet. Yeah. And makes her great at relationships.
Jenni Finley:Yes. Well, I I I wanna get into that, like, how you've you've navigated or balanced the world of being a very successful entrepreneur and then also being a parent to young kids and what that felt like maybe even when you went from one to two kids and the different chapters of that. We'll get back to that. But let's back up to for people who don't know how you got to where you are now. Sure.
Jenni Finley:Take me back to the beginning of your digital journey. And then I would love for you to weave in how and where James' coaching started to play Many
Kate Northrup:times actually and it's fun. It's fun because I've been at this since 2010. So in 2010, I started a blog not knowing that that had business potential. I just wanted to write about whatever I felt
Jenni Finley:like writing about. You were writing about money?
Kate Northrup:Whatever. Okay. Whatever. Literally, here's how I started.
Jenni Finley:I've listened to you.
Kate Northrup:Here's how I started my first email list. I knew that with a blog, I needed an email list.
Jenni Finley:Yes.
Kate Northrup:That I don't know. So I've just figured that out.
Jenni Finley:Mhmm.
Kate Northrup:So I was like, great. Here's what I'm gonna do. I sent an email to everybody I knew. Mhmm. Literally everyone in my email contacts that I'd ever met.
Kate Northrup:It was about 2,000 people.
Jenni Finley:K.
Kate Northrup:Mhmm. And I BCC'd, so it wasn't it wasn't spam.
Jenni Finley:Oh, I love that.
Kate Northrup:Right. Okay. Yeah. Very privacy concern.
Jenni Finley:Important note.
Kate Northrup:Actually, no. You know what? I was using a you know what? I was using a software that's not a thing anywhere more called Direct Mail through Apple. Yes.
Kate Northrup:Okay. Okay. I remember that. Long time ago. Uh-huh.
Kate Northrup:So using that said, okay. Great. Here I'm starting a blog. I'm gonna write a little bit about personal development, spirituality, money consciousness, relationships, and wellness. Yeah.
Kate Northrup:Do you wanna sign up for my Yeah. And literally, that was my email. So compelling. 400 people Woah. Signed up.
Kate Northrup:Not bad out of 2,000 That's incredible. With zero specificity. Yeah. And and then so I just started writing every week whatever I felt like writing. And then I ended up becoming connected because I was reading Danielle LaPorte's blog.
Kate Northrup:Mhmm. So I started I was connected with her and like became an affiliate of something she was doing. And then right around that same time, I had met Marie Forleo in a yoga class.
Jenni Finley:Yep.
Kate Northrup:And I'll never forget
Jenni Finley:Last one does. This one does.
Kate Northrup:And I was right we were on our way to the beach, and I was sitting in her car, and I'll never forget the moment. She she goes, so I was thinking about starting this online course for women to teach them marketing. What do you think? And I was like, is this B was like, sounds great. I would take it.
Kate Northrup:And so then I was an affiliate for B School the first year and then for ten years after that. And anyway, so I learned, oh, if I can get the people Yeah. I can be an affiliate and make money doing this. Yeah. I didn't have my own thing to sell.
Kate Northrup:Mhmm. But I so for the first, like, two years, I just wrote about whatever I wanted to write about, grew my email list, and sold other people's stuff. Yeah. And it was awesome. Yeah.
Kate Northrup:So that's how I got started. Then in 02/2012, I was living in the Hamptons in my girlfriend's summer house in the off season. It was very drafty. Mike and I were so cold all time all the time. And How cold does it get in the Hamptons off season?
Kate Northrup:It's was, like, cold and also it was, summer house, so it wasn't, like, really properly Yeah. You know, insulated. Yeah. I mean, it's like New York State.
Jenni Finley:So Yeah. Cold. Cold and damp. Cold and damp.
Kate Northrup:Yeah. So we were cold. And I had gotten my book deal for Money, a Love Story. Mhmm. And all of our a lot of people in our email list were emailing in to be like, I wanna learn the money work from Kate.
Kate Northrup:And I was like, great. My book comes out in September 2013, so just hold tight. And Mike, God bless him, my husband, at the time, my boyfriend, was like, you could just teach a course based on the book now so that they don't have to wait. And I was like, oh, okay. Because he Mike and I sort of met through the online marketing world.
Jenni Finley:Okay.
Kate Northrup:Sort of. So anyway, all that to say, in one weekend, we sort of, like, slapped together a, you know, spontaneous video sales letter of me, like, all miced up in front of our fireplace. We get it up. We get the whole thing. I don't know.
Kate Northrup:He, like, figured out all the back end stuff. I didn't really know what he was doing. Sent out an email. Did, like, our first little launch. We sold 20,000 worth of a $97 course.
Kate Northrup:Wow. And I hadn't created it, so it was I didn't know the monetize before you make it. It's $97. 90 7 bucks. We made $20.
Kate Northrup:We were 27 and 28. Thought would be huge. Going to die. I was like, oh my god. My laptop is an ATM.
Kate Northrup:Wow. So we did the monetize before you make it, except I didn't know that's what I was doing. And so and then I taught the course, And that was the was the Money Love course. We ended up going on to sell over 5,000 of them making over a million with that little with that little puppy.
Jenni Finley:That little $97 course.
Kate Northrup:And so that had been in March 2012. James came to visit us that May. Wow. It was the first time I met James. Uh-huh.
Kate Northrup:And so that was because Your mom? No. He was dating somebody who Mike was in James' course with. Oh, got it. Okay.
Kate Northrup:So Mike ended up meeting this person Mhmm. Through Mhmm. Video Traffic Academy? Yeah. Okay.
Kate Northrup:Video Traffic Academy. And that person met James, and then James was at our house. Yes. At the Drafty summer house. So he came Memorial Day weekend.
Kate Northrup:We all spent the weekend together, and James, like, started teaching us about outsourcing. Yeah. And at the time, he had this outsourcing course and whatever. He's just, like, on his laptop teaching us all the things. So that was my first ever experience being coached by him.
Kate Northrup:Yeah. And I was like, wow. This guy seems to like, he really knows what he's doing. You know? 02/2012.
Kate Northrup:Cut to us several years later. We all went to Costa Rica together.
Jenni Finley:Mhmm.
Kate Northrup:Maybe no. It was, like, six months later. Yeah. We all went to Costa Rica together. I was selling something called at the time, was a wellness program called the Foxy Bod.
Jenni Finley:Uh-huh. Okay. Love the title.
Kate Northrup:Amazing. So James on that trip
Jenni Finley:buy the Foxy Bod.
Kate Northrup:Right. So good. Right. I should I should revive this all, the Foxy Bod. Anyway, The Foxy Bod.
Kate Northrup:Trip, James taught me not only how to surf. Mhmm. But also how to use Keynote graphics to make my own sales page, and he taught me how to do a webinar.
Jenni Finley:So on brand.
Kate Northrup:And In Costa Rica.
Jenni Finley:In Costa Rica. Yeah. There's no off switch. No.
Kate Northrup:So by the end of that trip, I not only knew how to surf, I knew how to make keynote graphics myself, and I knew how to lay out an entire webinar. So I used that to sell the
Jenni Finley:Foxy Bot. Was he teaching you the format where you've got the text on the screen of what you're teaching in the slide deck? Yes. Yeah. You know what's so funny is that people will comment on I was just telling him, like, you get comment trolls all the time from cold traffic.
Jenni Finley:Yes. And people will comment something like
Kate Northrup:They're really special.
Jenni Finley:What is what is this webinar format? Why why am there's no one on screen? Or I'm just reading off a slide deck. And James will go, like, they can complain about it all they want. That webinar converts, like, 40%.
Jenni Finley:So, you know, we're not gonna touch it.
Kate Northrup:No. I was teaching it with my face and the slides.
Jenni Finley:Oh, that's perfect. That's even better. Okay. But you can do either.
Kate Northrup:Okay.
Jenni Finley:He has he, but the most important component is that there's this weird statistic that has emerged from tracking adult learning.
Kate Northrup:Okay.
Jenni Finley:And that's that adults retain information that they are both Reading. Experiencing reading and hearing. So if they can see you saying it and read it while they're listening to it Yes. It's going in at a different dimension. And if you're like, oh, I I don't really like being on camera, then don't be on camera.
Kate Northrup:Doesn't matter.
Jenni Finley:Just have your slides say what you just have your script read it. And so we have we have both. Sometimes you can see him delivering it, and then sometimes it's just you'll hear the audio of him going through the slide deck. Yeah. And it's incredible that that's still and he'll say like, I agree with you, those in the comments, saying this doesn't maybe this doesn't look the best.
Jenni Finley:But in entrepreneurship, you go with what works, not what is aesthetically
Kate Northrup:Are you learning or are you not? Yeah. Exactly. Yeah. Okay.
Kate Northrup:So I love that. So that was that was '20 end of twenty twelve. Yeah. He taught me how to do webinars. And then, I don't know, then Mike and I, like, got married and had babies, and then we went off to hoot outer outer space.
Kate Northrup:And Mike got sick. There was like some lost years
Jenni Finley:in there. Uh-huh.
Kate Northrup:We touched in with James a little bit, but it really wasn't until so honestly, there were some lost years. Yeah. And then oh, he came you know what? No. There was another time.
Kate Northrup:Oh, this was a big one. Talk coming back.
Jenni Finley:Coming back. Talk coming.
Kate Northrup:So I had my book launch for Duless. It was 2019, and I don't remember why this happened, but James was doing a one day workshop on my book launch day in LA. And I was launching my book in LA. The synchronicity. So I showed up.
Kate Northrup:Yeah. And he was talking all about the scorecard, which became the digital CEO dashboard.
Jenni Finley:Mhmm.
Kate Northrup:And it blew my mind because I'm very creative and I'm like super emotions forward. Yeah. And like it's not usually my first instinct to track track a metric. Okay. But I was like, oh wait.
Kate Northrup:If we had a dashboard like this in my company, we could actually, unbelievable, know what was working and what's not based on more than my intuition. Like, and even though I love my intuition and it's 99% of the time spot on, having an actual tangible three d thing to be like, this is working. Throw this thing out. Yes. Do you know what's
Jenni Finley:also nice about that? We can circle back we can circle back to intuition, but when you are really intuitive and you're making business decisions for your team Yes. Sometimes that can feel risky and and very vulnerable to be with, I'm, okay, I'm leaning into what you feel is an intuitive choice, and you have no Data.net that you're working with in the three d realm. But then when you have a dashboard to look at it retroactively Yes. Then you have the numbers retroactively saying, oh, wow.
Jenni Finley:Kate's intuition was right. And when you can reproduce that result over and over and over and over, and then you go, okay. We did the thing. Here are the numbers. I was right.
Jenni Finley:It made us money. It was successful. Then the team can actually lean into your intuition Totally. A lot more. So I even think for people who are like, oh, I prefer to be more intuitive with my business decisions.
Jenni Finley:Well, you can use the dashboard actually
Kate Northrup:Back to intuition.
Jenni Finley:To look back also.
Kate Northrup:You don't
Jenni Finley:have like, could if you weren't ready to be using it proactively, which I think is the best way to use it, If you weren't ready for that, you could get that dashboard and you could look backwards and just fill it out for like, okay, I'm gonna look at 2024, and I'm gonna fill out every section of this. Yes. And then go, which intuitive decisions did I make that were very fruitful for the business? I
Kate Northrup:love that so much. Yeah. That dashboard was a game changer for us. So I went in. I I went back into our company, and we had just had a very significant reorg right before my book launch.
Kate Northrup:Like, we had fired like three people and cut down three other people to halftime. Yeah. So we were in a time where we really needed to like get super serious about like every single thing needs to get a result so it's perfect timing. So that was that. I also forgot that I went to and I was sat in the audience of James' Creative Live and so he taught You
Jenni Finley:were in that audience? Yep.
Kate Northrup:So he taught me how to optimize my YouTube and grow my YouTube channel to launch my book, Money Love Story.
Jenni Finley:Wow.
Kate Northrup:So I launched Money Love Story with huge support from my YouTube channel. Yeah. Thanks to him teaching me how to do all the SEO stuff and whatever. Totally forgot about that. And then so after 2019, that was that was the last years.
Kate Northrup:End of twenty twenty three, I don't know. I got a hit to voice memo James. Yeah. And I said, hey. You wanna be an affiliate for Relax Money?
Kate Northrup:And he was like, yes, but on one condition. And I said, what? And he was like, you have to come visit me in Sedona. And I was like, okay. Except that both of those things are
Jenni Finley:I don't know if I can hold up to these terms. Also, both
Kate Northrup:of those things are for me. Like, this is not a, like, quid pro quo. Like, this is like
Jenni Finley:Like the
Kate Northrup:Yes. I'll do something for you. I would also like to do another thing
Jenni Finley:for you.
Kate Northrup:Like, he's
Jenni Finley:so generous. Secret, Kate, is that we have Airbnb's in Sedona so that we can lure our friends to come and visit us at any time.
Kate Northrup:So we came to visit, and during that trip, we James realized we had a launch coming up, and he was like, hey. Would you would you let me, like, be your launch coach just for fun? Yeah. And I was like, yes. I would happily do that.
Kate Northrup:And so James and I and James and I and Mike were doing calls throughout our last launch last year, and I can tell all the details of how much better it did, but it did wildly better because he was in our ear. And so that was, you know, and then and then Harry Potter World.
Jenni Finley:The highlight of the the kickoff of this year and the celebration of our engagement. I know.
Kate Northrup:We're so excited to be there. So, anyway, yeah, there's been a lot of James Peppard throughout my business learning.
Jenni Finley:A lot.
Kate Northrup:Yes. Yeah. In key moments.
Jenni Finley:Yes. And he has such a he does have such a broad depth of skill because he he has he has cultivated this ability to master something, distill it down, and then be able to pass it off to someone in a way Such a good teacher. He's a really great teacher of complex systems where he can simplify it and turn it into this step by step manual where it's not quite as overwhelming. And people say all the time when they get inside of his digital courses, especially business by design, they'll be like, oh my gosh. There was so much here.
Jenni Finley:And he'll go, yeah. You're not cement you're not meant to consume all of this. No. It's a choose your
Kate Northrup:own adventure as you need it.
Jenni Finley:Video game, and you're not choosing a and b. Ignore b. Just choose a. That applies to you. Go over there and do that.
Jenni Finley:And he happens to run, like, single type of digital launch product business. Like, he we have a physical product. We have digital products. We have a membership. We have a we have course.
Jenni Finley:We have a Mastermind. Mastermind. We've got sometimes, he'll do a one on one thing like he did with you. And and he does all of it, and but he has systems for each one. And most digital entrepreneurs are just picking one.
Jenni Finley:Right. But he does have the depth to be able to do, like, okay, tell me exactly what you're gonna do, and then he knows how to coach that because he's done all of it for so long.
Kate Northrup:Yeah. Yeah. And it was all these little like, you know, we had already had a 7 figure launch for Relax Money before. Yeah. But we were able to do all these little launch tweaks Yeah.
Kate Northrup:To dramatically increase the results with the same product, same launch, but just like all the little levers
Jenni Finley:Mhmm.
Kate Northrup:That he helped us pull.
Jenni Finley:Okay. So why don't you tell me about whatever you wanna reveal. Sure. But a specific launch enhancement Yeah. That you made based on his coaching.
Jenni Finley:And I would love to hear if there he does do counterintuitive coaching sometimes. If there was if there was a piece of his coaching where you were like,
Kate Northrup:oh, I don't know about that. Percent. Okay. Couple things. Couple things.
Kate Northrup:But I also I I know I've known James long enough
Jenni Finley:Mhmm.
Kate Northrup:To know that when I mean, not a % of the time, but, like, when I do what he says does tend to work. Right. So I'm like, alright. And, also, like, he's been at this. He has the receipt.
Kate Northrup:So Yes. You know, I'm not gonna be like, oh, you're wrong. I know what I'm doing. Like, I don't have as big of a business as he does. Probably he you know, he does know.
Kate Northrup:Again, always tempering through my own intuition, but I will say one thing he shared with us, and I, you know, I don't wanna get too much into the launch strategy because of course it is in BBD, but just the highlights, was really shifting the way we did the pitch at the end of our three day workshop. Yeah. So rather than invite right away in the doors, we gave folks the weekend to really pause and rest.
Jenni Finley:Man, do
Kate Northrup:people resist that one. And consume the replays and do their homework and digest. And as someone who really stands for doing less to make more and really using feminine principles in business and really believing that relaxation is one of our power principles, having this gorgeous three day experience that I just led people through and then just being like awesome, let's digest this instead of going into a big bells and whistles pitch felt so deeply relaxing and like a huge relief to me and what I heard from people over and over and over again because we ended up building a pop up Facebook group with over 7,000 people, it was wildly active from the live event. They were like I am so delighted that at the end of all that free value you just offered, your call to action was digest and implement, not a hard sell.
Jenni Finley:I just got chills.
Kate Northrup:Just like it was so deeply aligned with how we do business, it felt
Jenni Finley:great to everybody. Well, wanna I wanna unpack that a little bit because I think you're the perfect person to articulate this for entrepreneurs out there because of how because your expertise is around the abundance and the ease of money flowing to you.
Kate Northrup:Yes.
Jenni Finley:And here's what I've noticed about people resisting this. So for anyone listening, what Kate is referencing is what James calls a pivot and pull offer where you are presenting you're presenting the offer, you pitch it, and then you're gonna pivot and pull the offer off the table. So instead of saying, here's the offer. Doors are open now. Hurry.
Jenni Finley:Hurry. Hurry. Run through the doors and make sure you get your spot. You just go like, doors open. You know what?
Jenni Finley:It's Thursday. This is the offer. Doors open Monday. If you're interested, I'll see you Monday. And then you you end your training on a Thursday, and your doors do not open until that Monday morning.
Jenni Finley:And I hear people all the time go, but what about my momentum? But isn't that doesn't that mean that I'm gonna leave money on the table? Aren't people going to forget about me? I'm so nervous that if I don't say buy right now, I'm going to lose them. So I would love your perspective of, one, like what you said about that's the feminine energy
Kate Northrup:Yeah.
Jenni Finley:To be able to hold still and then hold space and let the people that are supposed to work with you be drawn to you, not in this, I have to drive action and go grab them and get them and drag them across the finish line. There's this magnetic waiting that's happening there.
Kate Northrup:Yeah.
Jenni Finley:And then also, maybe what that means in terms of if you are activated by that, like, by and by that, what I mean is if you're activated by the thought of, I'm gonna pitch something and then not open the door, what might be coming up with your scarcity?
Kate Northrup:So there's two things here. First of all, I teach something that I learned from my mother called egg wisdom. And egg wisdom is the principle of the feminine at work and it is our biological blueprint, certainly as women but actually as all humans because every single human started in the form of an egg.
Jenni Finley:Just got chilled.
Kate Northrup:And so the way all of us were conceived is with egg wisdom and the egg gets released at ovulation and the egg comes out of the ovary and sits at the top of the fallopian tube and literally sits there and emits a magnetic hormonal signal that has the ability to not only tell the sperm where it is, so she is just sending out this signal that goes all the way down to the cervix and lets them know where she is. But not only that, that hormonal signal, it's an energetic hormonal signal, also has the ability to speed up the rate at which the sperm swims to her. Wow. Her magnetism, feminine magnetism, you know, as embodied in metaphor by the egg is how all of our bodies were formed. Wow.
Kate Northrup:And so as soon as James told me about the pivot and I wanna say the pull and pray which is not what this is, Ow, since I'm talking about egg wisdom,
Jenni Finley:it feels really About rice. Might delete later.
Kate Northrup:So as soon as he told me about that, I was like that feels so relaxing in my body. And what I love birth metaphors, I love our physiology to provide for us the model of the ultimate abundance and the ultimate creativity. And what we know is that in our bodies when we are relaxed, we are actually far more fertile. Yeah. Yeah.
Kate Northrup:We actually can make something happen in a way we cannot when we're all tense and like, I gotta do it now. Otherwise, I'm gonna lose them. So scarcity, acting out of scarcity is repellent. Acting out of trust and abundance and being able to tap into the truth that there is more than enough at all times for real. That's not just woo woo speak.
Kate Northrup:What we actually know is that there are enough resources on the planet for every single human being to live a good life. This is just the data. Yes. And so when we can tap into that truth, when we can look at nature and our bodies as the ultimate models of abundance, then it really just is like, if somebody wants this, they're gonna be so magnetized because what I have is so good. And if it's a match for them, it's gonna be a match on Thursday.
Kate Northrup:Yes. And they will only have increased their desire for that thing by Monday. You know, we think about dating, right? And this is gonna some people won't like this, but the truth is when we have to wait, it does increase the desire, and that is egg wisdom.
Jenni Finley:Yes. Yeah. I love okay. I love so much of what you said, which I wanna hang a lantern on some of it. One is that you may be one of the only entrepreneurs that I've heard James give that coaching to, and you said that just relaxed me.
Jenni Finley:But usually, they're like,
Kate Northrup:yeah.
Jenni Finley:What do you mean? What do you mean? Turn off my card. But what do you mean? You're like watching your eyes dilate.
Jenni Finley:You know? And so I think that that's so neat how you framed that for yourself that it's kind of like, oh, of course. Because that's being in the magnetic powerful feminine. Yeah. And then the other thing that you said that really just clicked for me in my mind is, I think as entrepreneurs, especially in our own businesses, when we're looking at the performance of a launch, we get looking at the number.
Jenni Finley:And the number is like the dollar sign of the bottom line of how many sales, what's the profit, how much revenue. But that revenue always comes back to for what we're selling, the relationship to a person. Because you're selling coaching. Yeah. This is a digital product based business where another human is saying, I want to work with you.
Jenni Finley:I want you to help me solve my problem. Exactly. So I'm going bring you into my world so that you can solve my world. What we're doing is like, I think that's what's so beautiful about the industry. But when you get hung up on, well, my launch didn't do well or my launch did well because it made this amount of money, what we're really talking about is how many people responded to to the way that you presented your ability, capacity, and openness to help whatever it is that they need solved.
Jenni Finley:So it makes so much sense that if you can get your body and your physiology and your emotions into a space of, I'll be right here. There's no urgency. There's no urgency to act in this moment. What there is is for you to take what I everything I just gave you and be with that. Yeah.
Jenni Finley:And then if you're ready for more, I'll be here for more in three days.
Kate Northrup:Exactly. And also what it did for me as a presenter who had just taught to thousands of people Yeah. For that amount of time which was was a big energetic output. It also for me because we do as entrepreneurs in the digital space turn right around, we get off the webinar and we're like how many people bought? What it did for me is it allowed me to savor and put a pin in or put a bow on the workshop itself as its own entity, as its own successful deliverable.
Kate Northrup:And I didn't get write off and start to judge how good that was based on immediate sales. Yes. And so for me actually, it felt really really good because I could just feel the deliciousness of a job well done and serve and then turn around and serve the people in the Facebook group and I just got in there Yeah. And had the time of my life coaching them and being with them, and I hadn't been super boots on the ground like that in years, honestly. I'd gotten a little like, thought it was the important thing.
Kate Northrup:You know, and then I was like, what is more important than supporting my people? Yeah. And I just had so much fun.
Jenni Finley:That's amazing.
Kate Northrup:Yeah. That's great. Can you
Jenni Finley:think of, like, one specific interaction where you were in your group of people during the OpenCart period that was different than how you showed up before in OpenCart?
Kate Northrup:Well, I hadn't done OpenCart, like, with a Facebook group in years. Okay. So I had not been But did you
Jenni Finley:have, like, a webinar Facebook group, or you were just Nope.
Kate Northrup:No. Okay. I hadn't been doing that. Like, I hadn't been doing that strategy Yeah. For
Jenni Finley:So there was no way to get a high touch point with you Other than It DMs
Kate Northrup:in my Instagram. Yeah. Okay. So I would DM with people, but that's a one on one conversation versus when we're in that pop up Facebook group, I'm having a one on one conversation which can then be seen by 9,000 people. Yes.
Kate Northrup:So the leverage of that was so tremendous and I had really been sleeping on that strategy. Because in my head, I was like, oh, Facebook is passe. A lot of people feel this I'm like, wrong, wrong, wrong. Like, thing killed. Like, it was amazing.
Jenni Finley:And people make an argument for we've considered going off Facebook quite a few times for for all the there's plenty of reasons. And if you're not on Facebook, no no shame in that game. But but, like, what? One of the things that when we were making a we'll do these you know, well, should we be on Facebook or not? And we'll have these two sides of the argument where James and I will argue both sides with each other.
Jenni Finley:And my side for arguing for it was, like, what I love about Facebook is that people can be going about their day doing something else, talking to their cousin about, you know, the cowboy boots they just bought. And then all of a sudden, boom, there's Kate's launch. Yeah. And there's that's that's like when you go back to old school advertising. This is why they put commercials in the middle of your favorite programs.
Jenni Finley:It's why the the highest paid commercial was during the Super Bowl.
Kate Northrup:It's also like if you even take it back before, you know, digital media of any kind or broadcast media of any kind, it's back to, like, you're literally in the market Yeah. In your village.
Jenni Finley:Yes. Yes. So it's like what James says is, like, don't build your lemonade stand in the middle of the woods and be upset that you didn't get sales. You gotta build the stand on the side of the road where people are already driving by and they're already thirsty. Yes.
Kate Northrup:So we do do once you join the program, our community is somewhere else.
Jenni Finley:Mhmm.
Kate Northrup:But the the the free event, all the lead up is is right there in the marketplace. Yes. But once you buy, you don't have to eat your apples in the marketplace. You can eat them at
Jenni Finley:home Yeah.
Kate Northrup:Or in a private Yeah. Chateau. Yeah. Love. Or forever with the rest of the apple eaters.
Jenni Finley:Yeah. Let me see. What are my other well, okay. So tell me a little bit about if you wanna share numbers about how this launch performed versus the other
Kate Northrup:So, well, what really you know, I'm I'm a good I'm a very good student. When somebody tells me to do something, I just freaking do it. So, you know, with our EPL, like, James was, of course, like, earnings per lead is the number. And, of course, we were tracking conversion rates. We were tracking, you know, top level sales, whatever, but we were not tracking earnings per lead.
Kate Northrup:Mhmm. So our earnings per lead in the previous launch that James had not directly supported us with was $42 a lead, and it went up in this launch to $68 a lead. Woah. Which was a significant increase. Yeah.
Kate Northrup:Again, same product. Yeah. Same launch style. Yeah. Like, it was just these weeks.
Kate Northrup:So the pivot and pull was big. The other thing that's not necessarily like, that James really helped us with from a positioning standpoint
Jenni Finley:Mhmm.
Kate Northrup:Was changing the way we gave scholarships. So we used to make scholarships a part of a big part of our front end
Jenni Finley:Mhmm.
Kate Northrup:Launch, and we ended up changing the way we do it. I'm not gonna get into the specifics of how we do it, but we ended up being able to give twice as many scholarships
Jenni Finley:Wow.
Kate Northrup:While really shifting it and taking it out of our front end Yeah. In a different way. And it was really powerful because we were able to serve way more people who needed it. Yeah. Those scholarship winners have gotten incredible results whereas our previous scholarship winners, many of them would fall off the face of the planet and never actually do the program.
Kate Northrup:So now we're like doubling scholarships
Jenni Finley:That is cool.
Kate Northrup:Increasing the number of people who are actually doing the work who receive the scholarships. And from a front end positioning perspective, not having that be this huge part of our launch really shifted the focus to, hey, you have a problem. This is the this is the program. Here's the investment. So it wasn't like before we had been adding static to the line.
Jenni Finley:Yeah. Yeah. So was that did that involve being a little bit more private about the way that you presented and then qualifying people who Exactly. Isn't that interesting? Because I think people sometimes hear we, like, oh, well, if you're not gonna be upfront that you do have a scholarship, then that means you're not giving it to as many people.
Jenni Finley:And it's like, no, not necessarily.
Kate Northrup:Giving it to twice as many people.
Jenni Finley:Wow. Yeah. That's really cool. Yeah. I love talking about this too because there is a stigma in the digital entrepreneur space where, like, people will say, oh, I thought Business By Design was just for beginners.
Jenni Finley:Like, if you don't if you only I know. Well, your face. I'm like
Kate Northrup:am not new, folks.
Jenni Finley:Me, Scott. I'm gonna just, like, hear this meme of of Kate Northrop. Good.
Kate Northrup:No. No. It's actually like there's a lot of very I mean, yes. Of course, it's great for beginners. I wish I had had it when I was a beginner.
Kate Northrup:I would have saved myself a hell of a lot of
Jenni Finley:time. James says it's like he scratched his own itch. It's like what he wished he would have had. Would have been helpful,
Kate Northrup:James, back in 02/2012 when I met you. However, as a non beginner, like, I'm there's a lot of stuff in there that's pretty advanced, and I'm like, Let me bring this right to the team. We just pop it right in our in our project management software, and we're like, okay. Great. This is the this is the process we're following.
Kate Northrup:Mhmm. This is how you do it. You know? Done.
Jenni Finley:Yeah. And that's the the beauty of it, think, is that, like like you said in in in the beginning that, like, James has outpaced a lot of people in this market to where there's there's few people who show up and they're making they have a bigger business than him. Yeah. And so in that regard, he keeps adapting BBD every year. They're every single year.
Jenni Finley:Isn't there's there's nothing in there that our team is doing that isn't added to BBD. Just the other day, we did a I think it was either our Black Friday campaign or something that I did when we were opening our registration for Next Level because he and I are always innovating how we're pitching and offering things. And he was like, okay. Great. Done with that.
Jenni Finley:Write that up. Make me a process. It goes in BBD. And so it's always this living, growing, evolving thing. And so to me, when someone says like, oh, I thought BBD was for beginners, I'm like, no.
Jenni Finley:No. It it's like, if you are a beginner, you absolutely need it. Yeah. Because otherwise, you're gonna you could be, like, spinning your wheels with nothing to show for it for years. But if it's actually the most fun people to coach are the people like you who are coming in already at 7 figures, and you go, make these five tiny tweaks, and then you just see the the results go Oh
Kate Northrup:my god. Insane. Yeah. So it it took an already 7 figure launch into nearly a multi 7 figure launch, and that was, you know, really significant. We were able to bring on three full time hires this year, new people, like we were able to really do
Jenni Finley:so You were able to take the kids to Harry Potter World? Uncle Totally,
Kate Northrup:I mean that was amazing. And just you know, really like I have a really beautiful life and I love expansion, however at this stage of the game, it's really about okay great, how can we use this extra revenue to create livelihoods for more people and also scale what we're doing to reach more people. Yeah. Yeah. Absolutely.
Kate Northrup:Oh, we just didn't tell the synchronistic story about why we're here. Yes. I don't know if we wanna pop that back at the beginning.
Jenni Finley:Let's do that. Let's talk about how we ended up here in Austin, Texas. And I want to say this from the point of, like, there's this theme that James and I, every year, we talk about when we're going to open the doors to BBD, like, what's present in the collective right now that we really want to share with people. And what's present to me is that part of this entrepreneurial journey, specifically if you're going be a coach, is you are saying, what is my unique magic that I'm going to go deliver to the world? What's the thing that I've learned how to do that I know I could hold other people's hand in doing where I could improve their quality of life, improve their experience of themselves, or the way that they walk through the world?
Jenni Finley:And I'm gonna go and teach them to do that with my digital course. So if you're doing that, if you're someone who is called to do that, that means that you're stepping into the alignment of your dharma of, like, unique expression on the planet is going to ripple and affect other people in such a way that they light up. Like, I love that expression. The world needs people who have come on fire because if if I'm on fire, then I can light you you on fire, and I light you up, and then we all light up the world. So in order to do that, you have to be syncing with yourself, aligning with yourself.
Jenni Finley:And when you get into this sync with yourself, the universe starts to rearrange things
Kate Northrup:for I mean, vortex is so real. Yes. So my affiliate concierge messaged me and said, hey, You should see if James will you you should see if James will have you on his podcast. And I was like I responded, and I was like, I was just on you know, I was on this podcast a year and a half ago and blah blah blah blah blah blah blah blah blah own
Jenni Finley:stuff. Reason, reason, reason.
Kate Northrup:And then she's like, okay. Fine. Twelve hours later, Jenny Jackson is like, hey. Let's do a podcast swap. Same thing.
Kate Northrup:Because we're both supporting each other's lunches. Like, it was less than twelve hours later, and I was like so I messaged Lauren, and I was like, okay. A, you're psychic. B, apparently, this is happening. And then I just decided to throw out to you guys because you were like, oh, we could come to Miami.
Kate Northrup:You could come to Sedona. Mhmm. You know? It's just like, I don't know. Life is a lot.
Kate Northrup:We're moving. And then I was like, I don't know. What are the chance? Like, any chance you're gonna be in Austin next week? And then they were like, actually, yes.
Jenni Finley:For one day only.
Kate Northrup:And I was also here at the exact same time with the same free hours.
Jenni Finley:Yeah. And what I love about entrepreneurs is that it was like, oh, well, we're in Austin. And, and James was like, well, I don't have any of my recording equipment. I didn't bring anything. And Kate's like, I'll have a podcast studio in thirty minutes.
Jenni Finley:Where's your hotel? And we text her the hotel, and she's like, okay. I have a studio that's nine minutes from the hotel. And I was like, I was driving here thinking, you know, this is what I love about working with these incredible entrepreneurs is they, like Big bang. Boom.
Jenni Finley:Life. They're like, you need something done. You don't have a podcast mic? Not a problem. We can rent one.
Jenni Finley:Oh, wait. You don't wanna come to Miami? We can't come to Sedona. Hectic travel schedules. We're in the same city for for forty eight hours.
Jenni Finley:We should record then. It's amazing. Yeah. And I think that that came to me when I take these salt baths where I do my like, in the launch, it's like part of my creative routine is I every day at 06:00, I go and get in my, like, launch salt bath, and I take my little cell phone in there, and I just sit in my bath and meditate. And I write down all these ideas.
Jenni Finley:Sometimes the entire bath
Kate Northrup:adding this to my launch?
Jenni Finley:Oh, yeah. Sometimes the entire bath, I'm, like, texting people and sending emails and, oh, I thought of something else. And that was one of those times where I was I was just like, what's what's next right now? And then I went, Kate. Kate.
Jenni Finley:I came to you with launch. James, I have a great idea. We need to do an episode with Kate, and I wanna specifically talk about her results in in BBD and how she's leveraged your coaching. But then I also wanna do an episode that we could so that we could support her launch. And then you were like, a yes for that.
Jenni Finley:And I didn't know that the universe was tapping me on my shoulder going, Kate just said no. Kate just said no. She got in her stuff. You don't need to
Kate Northrup:She got in. She so got in her stuff. Right? So good.
Jenni Finley:Is that crazy?
Kate Northrup:Like, please help Kate move past her bullshit.
Jenni Finley:What I mean. That's what I mean. For people there's someone already in their bullshit right now. Right now, they're in their bullshit. And if if some way you stumbled onto this episode, might that be your here's your sign, whoever's listening Right.
Jenni Finley:That, like, you you know, there's reasons all day long. But when you start to step up and go, I am declaring that I am standing in my power and uniqueness and magic in the world to go and deliver that to other people. And when I do that, when I take action, the universe is gonna provide more action. And that's there's magic in the action. You have to take an action.
Jenni Finley:And then it's like that scene in Indiana Jones. James and I have, the recreation of the tablet in Indiana Jones where he finds the the holy grail tablet where the Oh, god. The they're stepping out. It's like it's like a picture of, like, a pharaoh or something, and he's stepping, reaching for the grail. And I'm like, that's our metaphor for life is to you take the step, and then that ledge leading you to the grail appears.
Kate Northrup:Yeah.
Jenni Finley:And Indy has that moment of, like, only, it it's this is a moment of faith, and I have to have absolute faith that I'm gonna step out into the void, into the nothingness, and then there's the next step. Yes. And so this is your sign that if if you're, like, listening going, what will I do with my launch? Should I launch my digital product? What will I do next?
Jenni Finley:You take the next available step, which might be reaching out to Kate. Yeah. Or, you know We're sending
Kate Northrup:you know, like, we're Watching
Jenni Finley:the rise.
Kate Northrup:This is not dissimilar. The whole even reason that we ended up in Sedona and James ended up making that offer to coach us and that I'm even here right now is because I was standing randomly in this summer rental in Kennebunkport, Maine, like, picking up my kids' toys, and I and James popped into my head, and I really had not talked to him in a long time. Yeah. And I just was like, I'm gonna reach out. Yes.
Kate Northrup:So here we are.
Jenni Finley:But then you took an action on that.
Kate Northrup:I did it right away.
Jenni Finley:Sometimes we tend to, like, swat away these nudges from the universe because you think, like, oh, I don't know why. Like, if I would have been like, oh, no. I'm not gonna text Kate. I don't wanna bother her. She's really, really busy right now.
Kate Northrup:That's ridiculous.
Jenni Finley:We just made them go to Harry Potter world with us. The suffering. Dwarf trip. Best tripping. Yes.
Jenni Finley:Oh my gosh. I could talk to you forever. This has been the most fun recording with you. And I think we're gonna bring in mister James Woodmore and then Great. Do some more.
Jenni Finley:But that's that's what I have for everyone listening. So we'll see you next time with more digital CEO success stories.
Kate Northrup:If you are a course creator or have a digital product of any kind, a membership, a program, a group coaching thing, anything an ebook, like anything that you sell that is digital, you need to listen to this. My friend James Wedmore has also been a mentor and teacher of mine for thirteen years, and I can credit so much of the success we've had in the digital online space as an educator with the training and teaching that I have learned from James. Last year, he took me aside and was like, hey, can I just be your launch coach for fun? And he helped us to dramatically increase our launch results by like 75%. He has a free training coming up called Rise of the Digital CEO.
Kate Northrup:I will personally be there and it is a powerful three day training to take you through exactly how to take off with your digital product business. He gets so specific, so practical, so strategic, really into how to actually do it. This is not theory. This is not blowing smoke up your skirt. Like, this is an actual step by step workshop completely for free.
Kate Northrup:I have learned so much from James. And when people say, like, how should I take my business online? How can I sell more of my thing? I'm like, you gotta go learn from James. This is the one time a year he's doing it, and you can sign up over at katenorthrop.com/rise.
Kate Northrup:Kate northrop Com forward / rise. I'll see you there.