WEBVTT NOTE This file was generated by Descript 00:00:01.040 --> 00:00:04.700 Hey, it's Mark Butler and you are listening to a podcast for coaches. 00:00:05.099 --> 00:00:08.129 Now, a few years ago, there was a podcast called the Mark Butler 00:00:08.129 --> 00:00:12.570 show that I produced something like 60, 60 something episodes. 00:00:12.570 --> 00:00:15.699 And I don't even think it's online anymore. 00:00:15.739 --> 00:00:16.869 I think I migrated it. 00:00:16.889 --> 00:00:18.029 I think some of it was lost. 00:00:18.039 --> 00:00:22.150 I mean, this is all very classic, very typical of me to produce 63 episodes of 00:00:22.150 --> 00:00:23.990 a podcast and then sort of lose them. 00:00:25.590 --> 00:00:28.219 But in 2017. 00:00:28.845 --> 00:00:35.135 One of the episodes that I published was called why I hate the launch based product 00:00:35.135 --> 00:00:36.625 marketing model, something like that. 00:00:37.945 --> 00:00:39.535 That was almost seven years ago. 00:00:41.315 --> 00:00:46.345 And as I sit down to record today, I think to myself, well, at least I'm consistent 00:00:46.404 --> 00:00:49.325 because this morning I was writing, okay. 00:00:49.325 --> 00:00:50.475 Here's what's really going on. 00:00:50.835 --> 00:00:52.265 I'm writing a book now. 00:00:52.275 --> 00:00:56.195 Why am I telling you that I'm writing a book in order to trap 00:00:56.195 --> 00:00:57.764 myself into continuing with it? 00:00:57.945 --> 00:01:00.964 That's the reason I'm telling you that I'm writing a book. 00:01:01.305 --> 00:01:04.405 , the working approach right now is that every day I require myself to 00:01:04.405 --> 00:01:09.815 write about 1200 words of whatever I just have to get to 1200 words. 00:01:10.305 --> 00:01:12.665 It has to relate to coaching. 00:01:13.440 --> 00:01:17.760 My philosophy of the business of coaching and the craft of coaching 1200 words 00:01:17.770 --> 00:01:19.800 stored in a folder, move on with my life. 00:01:21.000 --> 00:01:27.340 My confidence being that in the next few months I'll have 50, words in a folder 00:01:27.340 --> 00:01:33.200 and then I can go back in there maybe with help and turn that into a book. 00:01:33.920 --> 00:01:36.250 I'm saying that here because I'm trying to trap myself. 00:01:37.050 --> 00:01:43.850 So anyway, today's free writing exercise was called the underlying 00:01:43.850 --> 00:01:48.350 mechanisms that cause the launch based business model to ruin lives. 00:01:48.480 --> 00:01:49.760 Now look. 00:01:50.110 --> 00:01:54.230 That's not what this episode is called because that's dramatic and 00:01:54.230 --> 00:01:57.660 it's hyperbolic and it's not fair and it's not true and it's not accurate. 00:01:57.660 --> 00:02:00.530 It's just me sitting down at my desk at eight o'clock in the morning and trying 00:02:00.530 --> 00:02:04.460 to get to my 1200 words and just writing down what comes most naturally to me. 00:02:05.100 --> 00:02:09.970 But at the very least, we know that in 2017, I wasn't excited about the launch 00:02:09.970 --> 00:02:13.640 based model and in 2024, I'm still not excited about the launch based model. 00:02:13.830 --> 00:02:19.040 Business model, but at the very least, I think in 2024, I'm prepared to be a little 00:02:19.040 --> 00:02:22.130 bit more balanced and reasonable about it. 00:02:22.450 --> 00:02:25.010 I don't think it actually ruins lives. 00:02:25.410 --> 00:02:27.200 At least it doesn't ruin all lives. 00:02:27.200 --> 00:02:28.480 It just ruins some. 00:02:29.240 --> 00:02:33.650 In fact, the other day I was talking to a client and I was telling her 00:02:33.650 --> 00:02:39.635 that my favorite joke is When people ask me what I do for a living, I say, 00:02:40.025 --> 00:02:44.075 I comfort life coaches whose most recent launch underperformed relative 00:02:44.085 --> 00:02:45.675 to their goals and expectations. 00:02:46.005 --> 00:02:47.115 That's my whole job. 00:02:47.265 --> 00:02:47.935 What else do you do? 00:02:47.975 --> 00:02:48.735 Nothing really. 00:02:49.065 --> 00:02:51.465 I just comfort coaches whose launches underperform. 00:02:52.885 --> 00:02:57.145 She laughed because she recently had a launch that felt like 00:02:57.145 --> 00:02:58.655 her hardest launch ever. 00:02:59.470 --> 00:03:02.200 And our conversation sparked this episode. 00:03:03.490 --> 00:03:05.630 So I will admit my bias upfront. 00:03:05.640 --> 00:03:09.870 Of course, I don't love the launch based model. 00:03:10.410 --> 00:03:14.360 It's not clear to me how it benefits anyone in the equation, either on 00:03:14.370 --> 00:03:16.780 the seller side or on the buyer side. 00:03:17.560 --> 00:03:21.990 But as I've tried to work with it, as I've tried to come to a new perspective 00:03:21.990 --> 00:03:23.760 on it, I hope to be more balanced. 00:03:24.060 --> 00:03:25.860 A couple of weeks ago, I published an episode. 00:03:26.840 --> 00:03:30.740 About how to read a sales page and a compliment came in that meant a 00:03:30.740 --> 00:03:32.940 lot to me from a trusted listener. 00:03:33.500 --> 00:03:35.630 And the person said, I appreciated the episode. 00:03:35.660 --> 00:03:37.750 I thought it was very balanced. 00:03:38.060 --> 00:03:42.170 That meant something to me because I do have a great capacity for 00:03:42.170 --> 00:03:45.080 snark and sarcasm and cynicism. 00:03:45.110 --> 00:03:48.260 And that's not my favorite version of myself. 00:03:48.590 --> 00:03:52.060 My favorite version of myself is someone who can say, I see 00:03:52.060 --> 00:03:53.370 this thing from all angles. 00:03:53.705 --> 00:03:56.425 I have a special perspective on it based on my experience. 00:03:56.645 --> 00:03:57.865 I do have an opinion. 00:03:57.875 --> 00:04:02.275 I have a position, but I'm not just yelling to yell. 00:04:02.325 --> 00:04:05.385 I'm not just being snarky for clicks. 00:04:07.165 --> 00:04:09.935 So let's talk about the launch based business model and let's talk about 00:04:09.935 --> 00:04:16.385 what I think underpins that model and why I think it tends to do in 00:04:16.385 --> 00:04:19.295 the long run more harm than good. 00:04:19.925 --> 00:04:22.775 To the person who uses it in her business 00:04:23.835 --> 00:04:27.025 for background, I've got to give you a little bit of a hypothetical. 00:04:27.965 --> 00:04:29.115 This is the hypothetical. 00:04:29.975 --> 00:04:31.905 A coach starts her practice. 00:04:31.905 --> 00:04:34.975 And I know I always say her, it's because most of my clients are 00:04:34.975 --> 00:04:37.585 women and most coaches are women. 00:04:37.615 --> 00:04:38.935 It's just a shortcut. 00:04:39.965 --> 00:04:40.535 We'll live. 00:04:40.575 --> 00:04:40.935 Okay. 00:04:41.715 --> 00:04:46.385 So she starts her business and she starts to publish content. 00:04:46.855 --> 00:04:49.615 And her content finds some amount of resonance. 00:04:49.975 --> 00:04:53.135 She has a way of talking about the problem and the solution in a 00:04:53.135 --> 00:04:55.105 way that people are attracted to. 00:04:55.515 --> 00:04:58.765 They continue to tune in and maybe they even share her work. 00:04:59.450 --> 00:05:01.140 So her audience starts to grow. 00:05:01.670 --> 00:05:04.920 Now, initially her business model will probably be something 00:05:05.210 --> 00:05:07.600 not quote unquote scalable. 00:05:08.290 --> 00:05:10.090 It will probably be one on one coaching. 00:05:10.100 --> 00:05:11.650 Maybe it will be very small groups. 00:05:11.660 --> 00:05:15.970 Maybe it will be the occasional retreat, but for the most part, it's not something 00:05:15.970 --> 00:05:21.130 where she needs a whole bunch of people to take a specific action at a specific time. 00:05:21.680 --> 00:05:26.110 She needs one or a few people to take a specific action occasionally. 00:05:26.760 --> 00:05:31.620 So there's this very smooth Effect in her business where she's consistently signing 00:05:31.620 --> 00:05:35.280 new clients and maybe there's dips where she doesn't sign any clients and then 00:05:35.280 --> 00:05:40.280 maybe there are seasons where she has a lot of clients signing up at the same 00:05:40.280 --> 00:05:46.340 time, but there isn't really an offer in her business where she has to capture a 00:05:46.340 --> 00:05:49.280 bunch of yeses in a tight time window. 00:05:50.695 --> 00:05:54.255 And what's happening in this whole season is as she continues to publish content. 00:05:54.265 --> 00:05:58.835 And as that content continues to find resonance, the audience grows. 00:05:58.875 --> 00:06:03.565 And so does the demand that's built into that audience. 00:06:03.585 --> 00:06:09.955 I call it latent demand or pent up demand where the people in the audience 00:06:10.345 --> 00:06:15.395 are having an increasing desire over time to engage with her in another way. 00:06:15.860 --> 00:06:18.220 Now, one of the biggest things in play here, and again, this 00:06:18.220 --> 00:06:21.530 is just my hypothesis, is the principle of reciprocity. 00:06:21.970 --> 00:06:27.620 If you read a book called Influence by Robert Cialdini, Cialdini, sorry Bob, 00:06:27.620 --> 00:06:28.480 I don't know how to say your name. 00:06:29.250 --> 00:06:32.570 He wrote this book called Influence, and in Influence, he talks about 00:06:32.580 --> 00:06:38.250 how reciprocity is one of the most powerful forces in human psychology. 00:06:39.020 --> 00:06:45.440 And what drives it, I think the hypothesis is That in order for humans to survive, 00:06:45.440 --> 00:06:47.180 we had to figure out reciprocity. 00:06:47.180 --> 00:06:51.010 We had to make sure that we could maintain our social status and are 00:06:51.010 --> 00:06:57.320 standing within a small group by giving as much as we get so that we're not at 00:06:57.320 --> 00:06:59.860 risk of being kicked out as a taker. 00:07:01.740 --> 00:07:03.310 Reciprocity is so powerful. 00:07:03.310 --> 00:07:07.300 When someone does something for me, I have this conscious or 00:07:07.300 --> 00:07:09.870 unconscious need to reciprocate. 00:07:10.480 --> 00:07:14.900 The other day I was perusing YouTube as I do, and there was this old SNL sketch 00:07:14.900 --> 00:07:17.930 Saturday night live sketch where you have these three men sitting around a 00:07:17.930 --> 00:07:21.750 table at a restaurant and they're playing this game where they say, I got it. 00:07:21.780 --> 00:07:24.060 And when the bill comes, they all say, I got it. 00:07:24.060 --> 00:07:26.990 And then they try to make the case for why they should be able to pay the bill. 00:07:27.420 --> 00:07:30.850 And it's kind of funny, but it illustrates this real thing in 00:07:30.850 --> 00:07:34.310 human psychology where one of the guys says, you got it last time. 00:07:34.310 --> 00:07:35.140 It's my turn. 00:07:35.675 --> 00:07:36.745 And that's real. 00:07:38.125 --> 00:07:40.185 I have a friend, for example, he's probably listening. 00:07:40.195 --> 00:07:40.465 Hello. 00:07:40.465 --> 00:07:41.145 You know who you are. 00:07:41.145 --> 00:07:43.405 He never lets me pay for breakfast. 00:07:43.435 --> 00:07:44.345 We go out to breakfast. 00:07:44.345 --> 00:07:45.695 He never lets me pay. 00:07:45.865 --> 00:07:49.025 I've never paid for a meal in his presence. 00:07:50.035 --> 00:07:54.035 And at some point I had to switch off the reciprocity 00:07:54.945 --> 00:07:57.585 function in my brain around him. 00:07:57.645 --> 00:08:01.385 And I had to just go to this nice place where I just accept and appreciate 00:08:01.395 --> 00:08:06.805 his generosity and I love going to breakfast with him, but in order 00:08:06.805 --> 00:08:12.355 to feel good in that exchange, I had to turn off reciprocity or had 00:08:12.355 --> 00:08:14.385 at least to reframe reciprocity. 00:08:15.235 --> 00:08:19.155 So that instead of viewing the situation as, Oh, he's just buying 00:08:19.155 --> 00:08:20.605 for me and I never buy for him. 00:08:20.855 --> 00:08:24.435 I had to reframe it as we enjoy this together. 00:08:24.465 --> 00:08:25.205 Isn't it nice? 00:08:25.205 --> 00:08:27.885 And what a great guy he is that he always pays for breakfast. 00:08:29.245 --> 00:08:34.334 But it's an interesting quirk of human psychology that that was effortful for me. 00:08:35.675 --> 00:08:41.815 I had to work to be okay with the lack of reciprocity, not where his debt was 00:08:41.815 --> 00:08:44.155 growing, but where my debt is growing. 00:08:44.765 --> 00:08:48.165 Now come back to this new coach whose audience is growing consistently. 00:08:48.215 --> 00:08:51.925 The resonance is their follower counts, subscriber counts. 00:08:51.985 --> 00:08:55.435 They're growing in this nice organic way over time. 00:08:55.895 --> 00:08:57.715 And I've seen coaches do this for six months. 00:08:57.715 --> 00:08:59.965 I've seen them do it for a year, for two years, for three 00:08:59.965 --> 00:09:03.575 years, where the latent demand. 00:09:04.175 --> 00:09:08.575 The pent up demand is growing in proportion to all the deposits 00:09:08.595 --> 00:09:11.885 that this coach is making into all those emotional bank accounts. 00:09:12.235 --> 00:09:14.925 The sense of reciprocity is growing within that community. 00:09:15.355 --> 00:09:19.135 Now, yes, I am generalizing, but I think I'm generalizing in a useful way. 00:09:19.135 --> 00:09:22.385 And you, you're welcome to push back on my generalizations here, but I think 00:09:22.385 --> 00:09:27.085 I've got a lot of evidence that points to this mechanism working in this way. 00:09:28.175 --> 00:09:29.815 So reciprocity is growing. 00:09:30.495 --> 00:09:33.625 And then at some point, her one on one practice is full. 00:09:33.985 --> 00:09:38.465 She starts to see all the content online that talks about scaling 00:09:38.465 --> 00:09:40.495 and memberships and courses. 00:09:41.224 --> 00:09:44.369 And she says, yeah, I love my work, but I'd like to do more. 00:09:44.840 --> 00:09:47.960 Detach my results from my hours. 00:09:48.350 --> 00:09:51.090 And so I need to get into a scalable business model. 00:09:51.750 --> 00:09:54.440 And then she goes to do her homework about how that's done. 00:09:54.440 --> 00:09:58.360 And she talks to people in her masterminds and she goes onto social media and she 00:09:58.360 --> 00:10:02.800 reads sales copy and newsletters and listens to podcasts and all the content 00:10:02.800 --> 00:10:06.755 funnels her pun intended toward launching. 00:10:06.755 --> 00:10:08.490 Launching now. 00:10:08.990 --> 00:10:12.190 I'd be surprised if anybody in my audience doesn't know what I mean by launching, 00:10:12.190 --> 00:10:18.969 but let's just define launching as the attempt to have a bunch of people 00:10:19.000 --> 00:10:26.259 take a specific action in a short time window and What usually drives their? 00:10:27.119 --> 00:10:31.810 willingness to take a specific action in a short time window is the promise of 00:10:33.000 --> 00:10:39.180 Specific bonuses that are associated with that action and also the the loss of the 00:10:39.180 --> 00:10:43.239 bonuses But also of the experience if you don't take action within a specific time 00:10:43.239 --> 00:10:49.099 period that's what I'm calling launching So she realizes I want to scale and what 00:10:49.099 --> 00:10:51.529 that's going to require of me is launching 00:10:52.375 --> 00:10:55.585 so now I'll build all the infrastructure required for launching. 00:10:55.585 --> 00:10:56.865 I'll have a different website. 00:10:56.885 --> 00:10:58.514 I'll have certain pages on that website. 00:10:58.514 --> 00:11:01.474 I'll have emails that are presented in a, in an automated sequence. 00:11:01.825 --> 00:11:02.914 I'll have sales pages. 00:11:03.184 --> 00:11:04.815 I'll have expiring bonuses. 00:11:05.014 --> 00:11:06.684 They'll be presented in a certain way. 00:11:06.935 --> 00:11:12.595 Maybe there's a countdown timer in an email or on a sales page or both. 00:11:12.885 --> 00:11:18.925 And all of this is designed to have a bunch of people say yes at the same time. 00:11:20.645 --> 00:11:25.095 And in my experience, if she's a person who has spent a long time. 00:11:25.480 --> 00:11:29.750 Building a relationship with the community and allowing that pent up demand to grow 00:11:30.010 --> 00:11:35.650 and allowing that reciprocity that sense of indebtedness that the audience has with 00:11:35.650 --> 00:11:40.970 the creator and I've experienced by this by the way There's a certain podcast that 00:11:40.970 --> 00:11:44.519 I listen to now that it really bothers me that all I've ever given him is my 00:11:44.519 --> 00:11:48.680 eyes and my Ears, I I have this sense that I need to send him some money or I 00:11:48.680 --> 00:11:53.245 need to buy something from him because We're talking dozens and dozens, maybe, 00:11:53.535 --> 00:11:58.055 maybe at this point, hundreds of hours of value that I have enjoyed from his work. 00:11:58.335 --> 00:12:00.825 And I don't have a direct connection to his compensation. 00:12:01.265 --> 00:12:01.535 Yes. 00:12:01.535 --> 00:12:02.455 I watch him on YouTube. 00:12:02.465 --> 00:12:02.675 Yes. 00:12:02.675 --> 00:12:05.194 That pays him, but that's not connected enough to me to 00:12:05.195 --> 00:12:07.105 quiet my desire to reciprocate. 00:12:08.814 --> 00:12:10.144 So for me, this is a real effect. 00:12:10.144 --> 00:12:10.895 I'm not immune to it. 00:12:10.904 --> 00:12:12.135 I'm experiencing it. 00:12:12.135 --> 00:12:14.665 And I think it happens in coaches communities as well. 00:12:15.155 --> 00:12:18.645 So her pent up demand is growing., her sense of reciprocity in the community 00:12:18.645 --> 00:12:22.325 is growing where people's sense of indebtedness is increasing toward her. 00:12:22.355 --> 00:12:24.915 And then she launches the thing for the first time. 00:12:26.295 --> 00:12:30.544 Now, depending on price point and depending on how big the community 00:12:30.544 --> 00:12:34.825 is and et cetera, and et cetera, she could end up with a bunch of 00:12:34.835 --> 00:12:36.365 cash in a short period of time. 00:12:38.130 --> 00:12:42.210 At the very least, she probably priced it in a way that it's a 00:12:42.210 --> 00:12:47.559 lot of cash relative to what she's accustomed to in her unscalable model. 00:12:49.570 --> 00:12:50.390 And that's real. 00:12:50.469 --> 00:12:53.010 And I've seen it over and over and over again. 00:12:53.610 --> 00:12:58.740 Sometimes I I've, I've kind of named it sort of the first launch phenomenon 00:13:00.030 --> 00:13:01.830 I mean, talk about a dopamine rush. 00:13:02.570 --> 00:13:04.830 You have all the adrenaline associated with the launches. 00:13:04.830 --> 00:13:10.110 You're building up to this, you know, countdown to midnight and you're 00:13:10.110 --> 00:13:13.650 hustling and you're doing webinars and maybe you're on, you're live on social 00:13:13.650 --> 00:13:17.509 media and maybe you're doing one on one calls as needed to make sales. 00:13:18.040 --> 00:13:22.850 And it's just this adrenaline driven thing that has pressure built into 00:13:22.850 --> 00:13:26.750 it because at midnight the carriage is going to turn back into a pumpkin. 00:13:28.620 --> 00:13:29.920 And a bunch of sales happen. 00:13:30.300 --> 00:13:31.570 Talk about intoxicating. 00:13:32.190 --> 00:13:35.890 I do not blame anyone for getting high on that drug. 00:13:37.160 --> 00:13:44.470 And then it gets tough because if I'm right, that what was harvested 00:13:44.480 --> 00:13:48.170 in that initial launch was all the pent up, the latent demand. 00:13:48.640 --> 00:13:54.410 And if there was a big reciprocal debt paid by the community to 00:13:54.410 --> 00:13:55.750 the creator in that moment. 00:13:57.500 --> 00:13:59.020 That all makes sense to me. 00:14:00.420 --> 00:14:07.450 But what happens to that creator in the moment when she's so high on the 00:14:07.450 --> 00:14:12.829 drug, that is a successful launch is she decides that that's the new normal. 00:14:13.650 --> 00:14:15.269 And she says, this was amazing. 00:14:15.320 --> 00:14:19.340 I think I'll launch every quarter or sometimes if she's really 00:14:19.340 --> 00:14:21.860 aggressive and optimistic, she'll say, I'm going to launch every month. 00:14:22.710 --> 00:14:24.890 And as I was thinking about that this morning while I was writing, 00:14:24.890 --> 00:14:27.920 I was envisioning myself as sort of like the grizzled combat veteran, 00:14:27.920 --> 00:14:31.260 like taking a long draw on a stubby cigarette with shaky fingers and 00:14:31.260 --> 00:14:35.469 saying, uh, it's always the new ones who think they can launch every month. 00:14:36.689 --> 00:14:37.870 You'll get killed. 00:14:38.389 --> 00:14:43.270 You know, I'm very dramatic, but it, it's this incredibly naive 00:14:43.820 --> 00:14:49.325 position to take where you say, I did this once and it's the new normal. 00:14:49.365 --> 00:14:53.905 And what she's doing is she's saying that the launch happened Not just in the launch 00:14:53.905 --> 00:14:58.505 window, which was, you know, whatever two weeks or seven days She thinks that 00:14:58.505 --> 00:15:05.345 the launch Was created in the couple of months leading up to the launch window 00:15:06.714 --> 00:15:11.195 But that's where she goes wrong The launch wasn't created in those couple of months. 00:15:11.595 --> 00:15:15.324 It was created in the Months or more likely years where she was 00:15:15.325 --> 00:15:20.320 building pent up demand and building reciprocity with an audience. 00:15:21.290 --> 00:15:22.480 And then it was harvested. 00:15:23.140 --> 00:15:25.670 And most of the harvest happened in that initial launch. 00:15:26.910 --> 00:15:31.395 If we imagine this as an auditorium, When she launched the auditorium was full 00:15:31.395 --> 00:15:37.375 of enthusiastic people a Bunch of those people in response to the call to action. 00:15:37.375 --> 00:15:38.015 They stood up. 00:15:38.135 --> 00:15:41.974 They took the action She wanted and they left like they purchased So for 00:15:41.975 --> 00:15:46.210 the purposes of this particular offer, they're no longer in the auditorium So 00:15:46.210 --> 00:15:50.250 the number of people in the auditorium just shrunk and she thinks to herself, 00:15:50.260 --> 00:15:53.370 well, there's still a bunch of people in the auditorium, so they'll 00:15:53.370 --> 00:15:55.250 probably buy next month when I launch. 00:15:55.760 --> 00:16:02.490 But if someone has said no before, they're more likely to say no again. 00:16:02.799 --> 00:16:06.860 Now, does that mean a person who has heard your offer a hundred times 00:16:06.870 --> 00:16:08.350 won't buy on the hundred and first? 00:16:08.380 --> 00:16:09.880 No, they absolutely might. 00:16:10.490 --> 00:16:13.850 That will happen, but it won't be the norm. 00:16:13.985 --> 00:16:19.275 Um, if it were the norm, I would have done a lot less comforting about 00:16:19.275 --> 00:16:21.225 failed launches over the last 10 years. 00:16:21.845 --> 00:16:26.485 What's closer to true is that they say no, and then they say no again. 00:16:26.535 --> 00:16:28.115 And now saying no is a habit. 00:16:28.375 --> 00:16:32.814 And in order to stay internally consistent, they have to keep saying no 00:16:32.824 --> 00:16:37.145 because saying yes, where they said no in the past is internally inconsistent. 00:16:37.435 --> 00:16:39.495 And that's psychologically expensive too. 00:16:40.580 --> 00:16:43.750 So you might still have a bunch of those people in the auditorium, but 00:16:43.750 --> 00:16:48.730 with each successive offer, they become less likely to purchase because 00:16:48.740 --> 00:16:50.440 that's the habit they've formed. 00:16:51.480 --> 00:16:55.339 So each successive launch gets harder. 00:16:56.460 --> 00:17:03.080 The coach feels like she has to do a more aggressive song and dance every time more 00:17:03.080 --> 00:17:06.560 features, more bonuses, longer programs. 00:17:06.570 --> 00:17:09.190 She's really hustling one on one calls. 00:17:10.005 --> 00:17:11.985 More time on social media live. 00:17:12.285 --> 00:17:14.765 And she's asking herself, this is the way she says it. 00:17:14.865 --> 00:17:16.834 This used to be so easy. 00:17:18.615 --> 00:17:21.944 Why is it so hard now where it used to be easy? 00:17:22.405 --> 00:17:28.054 And my answer based on having been witnessed to hundreds of launches 00:17:28.864 --> 00:17:31.704 is that it was easy exactly once. 00:17:33.465 --> 00:17:39.305 But it was such a strong emotional experience that we anchor to it as 00:17:39.305 --> 00:17:40.785 though it should be the new normal. 00:17:41.225 --> 00:17:42.415 Now, is it always just once? 00:17:42.455 --> 00:17:46.725 No, I've watched clients launch successfully sometimes 00:17:47.164 --> 00:17:50.775 for two years, three years. 00:17:51.794 --> 00:17:56.585 They do have to work each harder with successive launches, both in the launch 00:17:56.735 --> 00:17:59.905 and in the period before the launch where they're trying to refill the auditorium. 00:17:59.945 --> 00:18:01.275 We'll talk about that in a second. 00:18:02.965 --> 00:18:06.665 But there's this psychological thing that happens where a coach decides 00:18:06.665 --> 00:18:11.905 that because it was easy to launch once, that it should be kinda like 00:18:11.905 --> 00:18:15.854 that every time, and it's just not. 00:18:16.315 --> 00:18:20.124 Now here's where things can get really ugly, and I'm not being 00:18:20.124 --> 00:18:21.835 dramatic, I'm not being cynical. 00:18:22.560 --> 00:18:26.350 What happens is at some point in these launch cycles, she realizes that she's 00:18:26.350 --> 00:18:31.680 got to refill that auditorium and again, she goes out into the world and 00:18:31.680 --> 00:18:36.900 again, she is funneled pun intended again, toward the idea that Facebook ads 00:18:37.109 --> 00:18:39.019 are the way to refill the auditorium. 00:18:39.500 --> 00:18:43.680 Facebook ads are the key to successful launches. 00:18:45.075 --> 00:18:51.615 And then that becomes true kind of for a while because here's the next thing 00:18:51.615 --> 00:18:56.605 that happens in the audience She's able to take the existing audience and she's 00:18:56.605 --> 00:19:02.255 able to create Similar audiences and campaigns for those audiences in Facebook. 00:19:02.935 --> 00:19:06.615 So if her warm audience, her organic audience was the lowest hanging 00:19:06.615 --> 00:19:11.534 fruit, a comparable audience on one of the major platforms is 00:19:11.535 --> 00:19:13.295 the second lowest hanging fruit. 00:19:14.584 --> 00:19:18.735 And you can harvest it with a good Facebook ads team, good creative 00:19:19.165 --> 00:19:22.915 and using the words that were resonant with your organic audience. 00:19:22.915 --> 00:19:27.610 You take those same words and you use them with An audience on Facebook and that 00:19:27.610 --> 00:19:33.260 works and it can work very profitably for a while What what it's allowing you to 00:19:33.260 --> 00:19:39.249 do is take all the time That you spent building the organic audience and compress 00:19:39.260 --> 00:19:43.820 that time frame By going to facebook and saying give me people who are like this 00:19:43.850 --> 00:19:51.010 and then facebook can And now you've created not quite the same amount of 00:19:51.010 --> 00:19:57.200 reciprocity not quite the same enthusiasm You But the people are similar enough that 00:19:57.200 --> 00:20:03.970 you can Generate some reciprocity and some enthusiasm in a much shorter time window 00:20:04.010 --> 00:20:07.669 and that works for a while And that's a huge relief to the person who's maybe her 00:20:07.669 --> 00:20:11.790 second launch and her third launch didn't go as well Oh, but her fourth launch 00:20:12.120 --> 00:20:14.310 driven by these Facebook warm audiences. 00:20:14.550 --> 00:20:15.850 Now that did pretty well. 00:20:15.880 --> 00:20:17.460 Okay, this is the new normal. 00:20:17.480 --> 00:20:25.500 What a relief but She notices that her paid launches her advertising driven 00:20:25.500 --> 00:20:29.930 launches They start to get harder, too And then I hear people saying things 00:20:29.930 --> 00:20:34.260 like well the ads aren't working like they were working this is a classic 00:20:35.030 --> 00:20:38.940 mental error where people think that Facebook is this bottomless 00:20:38.950 --> 00:20:42.650 well, this fountain of ideal clients. 00:20:43.090 --> 00:20:47.900 And it, and it seems logical because there are hundreds of millions. 00:20:47.900 --> 00:20:51.119 I mean, I know there are billions of people on Facebook or there probably 00:20:51.119 --> 00:20:55.160 are, but there are hundreds of millions of people who maybe fit their. 00:20:55.685 --> 00:20:59.635 Demographic, financial profiles such that they could 00:20:59.935 --> 00:21:02.315 theoretically purchase the product. 00:21:03.025 --> 00:21:08.595 But what you find is that with each successive launch, you're harvesting more 00:21:08.595 --> 00:21:10.884 and more of the people who might say yes. 00:21:11.075 --> 00:21:14.774 And you're also growing the number of people who have heard the 00:21:14.775 --> 00:21:18.295 offer over and over and are more and more willing to ignore it. 00:21:18.875 --> 00:21:21.045 They're habituated to ignore it. 00:21:22.570 --> 00:21:26.350 So then we get into another phase and this is the phase where we 00:21:26.350 --> 00:21:31.490 go from people who are kind of warm to people who are more cold. 00:21:32.530 --> 00:21:35.470 And we're still trying to drive this through paid advertising. 00:21:36.229 --> 00:21:37.910 Well then what happens? 00:21:38.920 --> 00:21:43.110 It turns out that when you aggressively advertise to people who don't have any 00:21:43.110 --> 00:21:47.930 built in affinity and by aggressively, , I don't mean negatively or deceptively 00:21:48.150 --> 00:21:52.570 the same message that was so appealing and so welcomed by the people who have 00:21:52.630 --> 00:21:54.540 any degree of familiarity with you. 00:21:56.310 --> 00:22:01.740 That same message will feel aggressive, scammy, pushy to someone 00:22:01.740 --> 00:22:03.389 who has no familiarity with you. 00:22:03.850 --> 00:22:07.040 And if we get offline and think about our regular everyday lives, 00:22:07.200 --> 00:22:08.610 of course, that's how it works. 00:22:09.110 --> 00:22:11.410 Think about saying the same thing to someone who. 00:22:11.875 --> 00:22:14.415 Nose likes and trust you, somebody with whom you've built rapport. 00:22:14.415 --> 00:22:18.585 You have long term trust and then compare the idea of saying that same 00:22:18.595 --> 00:22:20.235 thing to a stranger on the street. 00:22:21.685 --> 00:22:25.694 Of course, they're going to react differently, but as your ability to 00:22:25.694 --> 00:22:31.754 spend more and more on ads stays high and your willingness stays high, but the 00:22:31.754 --> 00:22:38.395 people that you're able to access are colder and colder to you, you don't just 00:22:38.395 --> 00:22:41.045 get much higher costs per conversion. 00:22:43.250 --> 00:22:44.550 You also get hate. 00:22:46.420 --> 00:22:49.860 And I've tested this hypothesis by talking to a few people and they've said, 00:22:49.860 --> 00:22:53.090 well, we're kind of moving into more of a cold audience phase in the business. 00:22:53.780 --> 00:22:57.130 And I say, Hey, I have this idea that as you get more and more into cold 00:22:57.130 --> 00:23:01.749 audiences, you get more and more hate in the comments, the comments on the 00:23:01.749 --> 00:23:03.159 ads, the comments on the content. 00:23:04.335 --> 00:23:07.245 And again, I don't have a massive sample size, but I have multiple 00:23:07.245 --> 00:23:08.275 people saying, you know what? 00:23:08.285 --> 00:23:09.585 That's absolutely right. 00:23:10.135 --> 00:23:11.115 You can't figure it out. 00:23:12.385 --> 00:23:16.075 We're saying the same things in the same way that landed so well in the past. 00:23:16.225 --> 00:23:17.534 And now they're drawing all this hate. 00:23:18.600 --> 00:23:19.950 I think there's a few factors at play there. 00:23:20.000 --> 00:23:22.830 I think the first time you did it, and especially in a warm audience, not only 00:23:22.830 --> 00:23:26.320 had you built rapport and trust, not only was there reciprocity where they felt 00:23:26.320 --> 00:23:30.069 some indebtedness to you for all your hard work and serving them great content. 00:23:30.680 --> 00:23:34.720 I think that as we become more and more successful, we start to look the part. 00:23:35.510 --> 00:23:36.270 Accidentally. 00:23:36.270 --> 00:23:40.880 So we, we accidentally become less relatable as we succeed more. 00:23:41.100 --> 00:23:44.080 , if I've succeeded with launching, especially over a period of years, 00:23:44.400 --> 00:23:49.329 I am naturally less relatable in the way that I look, the way that I dress, 00:23:49.329 --> 00:23:51.619 the way that I talk, it just happens. 00:23:51.949 --> 00:23:56.329 And I'm also taking that and giving it to a less familiar group of people, 00:23:56.549 --> 00:24:02.789 which can compound on itself to where you get this effect of having a bunch 00:24:02.789 --> 00:24:03.930 of people in the comments hating. 00:24:04.510 --> 00:24:06.760 It's so confusing and it's, it's really hurtful, by the way. 00:24:07.190 --> 00:24:10.980 I mean, I, I am of the opinion that there are certain online creators who 00:24:10.980 --> 00:24:15.120 behave in a way that yes, they probably should get some difficult comments, 00:24:15.560 --> 00:24:18.410 but on average, I think we have good people with good intentions, trying 00:24:18.410 --> 00:24:21.640 to do good things who are confused and hurt by the fact that they are getting 00:24:21.930 --> 00:24:27.340 just demolished in the comment sections on ads and on posts and et cetera. 00:24:29.020 --> 00:24:35.100 But I think it's just because we want to launch too frequently, too big. 00:24:35.680 --> 00:24:40.239 We have the tyranny of making more and all of that is combining so that 00:24:40.239 --> 00:24:43.799 we have to be aggressive with people who don't know us that well yet. 00:24:43.799 --> 00:24:45.309 And you might pull it off once, 00:24:46.349 --> 00:24:49.699 but each successive time that you attempt to pull it off, whatever the 00:24:49.699 --> 00:24:53.289 financial results are, I can promise you that the mental emotional toll 00:24:53.289 --> 00:24:54.779 that it takes on you will grow. 00:24:55.659 --> 00:25:01.439 It will get harder and harder to psych yourself up for the whole process. 00:25:01.749 --> 00:25:06.229 And it'll be very confusing because you're saying I'm spending more 00:25:06.229 --> 00:25:10.389 than I've ever spent to get worse results than I've ever gotten. 00:25:11.689 --> 00:25:14.939 and I haven't even acknowledged the fact that there are macroeconomic factors here. 00:25:15.179 --> 00:25:19.649 If the economy is, is a certain way, then. 00:25:20.059 --> 00:25:21.059 That is a factor. 00:25:21.079 --> 00:25:23.589 If that's part of the public consciousness, if the way people are 00:25:23.589 --> 00:25:26.089 talking to their friends over lunch and the way they're talking after 00:25:26.089 --> 00:25:29.569 church and the way they hang out in their Facebook groups, that general 00:25:29.569 --> 00:25:32.289 discourse is going to make its way into a person's psychology and it's going 00:25:32.289 --> 00:25:33.809 to impact how they react to your offer. 00:25:33.809 --> 00:25:37.269 So of course the macro economic factors are at play. 00:25:37.649 --> 00:25:40.999 We're almost four years removed from COVID lockdowns. 00:25:40.999 --> 00:25:43.079 I think there are still coaches who are pining. 00:25:43.779 --> 00:25:49.699 For what it was like to be launching programs and products during and 00:25:49.699 --> 00:25:53.149 after COVID lockdowns, when all of us were sitting in our houses with 00:25:53.149 --> 00:25:59.329 nothing to do it was the absolute heyday for selling programs online. 00:26:00.889 --> 00:26:02.589 That's a real macroeconomic thing. 00:26:02.719 --> 00:26:04.089 We don't need to pretend it's not. 00:26:06.469 --> 00:26:06.729 Okay. 00:26:06.729 --> 00:26:07.589 So where does that leave us? 00:26:07.589 --> 00:26:10.429 Well, in the worst case scenario, it leaves a coach 00:26:10.429 --> 00:26:12.239 who is exhausted, exhausted. 00:26:14.069 --> 00:26:20.919 Discouraged, whose confidence is destroyed because she cannot make sense of the fact 00:26:21.509 --> 00:26:27.859 that the same fundamental set of behaviors and the same good intention to serve is 00:26:27.919 --> 00:26:32.819 now not only not producing results in the way that it did once or twice or three 00:26:32.819 --> 00:26:35.979 times, but she's even getting hate for it. 00:26:36.904 --> 00:26:37.764 she's so confused. 00:26:37.764 --> 00:26:42.054 Why am I getting hate today for the thing that I was, people were shouting 00:26:42.054 --> 00:26:45.574 my name from the rooftops two, three years ago, what's going on here? 00:26:47.554 --> 00:26:51.464 Well, you didn't do anything wrong as in unethical. 00:26:51.514 --> 00:26:53.084 I mean, you might've done some unethical things. 00:26:53.084 --> 00:26:55.964 I can't, I can't say universally people are ethical and have good 00:26:55.964 --> 00:27:00.754 intentions, but my experience is most people are ethical and they have a 00:27:00.754 --> 00:27:02.414 real desire to do good in the world. 00:27:02.934 --> 00:27:06.644 Sometimes the pressure of trying to make a sale today will. 00:27:07.059 --> 00:27:11.569 Push their behavior into a place that they used to say was definitely unethical. 00:27:11.569 --> 00:27:16.569 And now they're kind of like, well, I got to make these sales and it sneaks in. 00:27:16.609 --> 00:27:19.769 But on average, I think people are good, ethical. 00:27:19.809 --> 00:27:20.869 I think they have the right intentions. 00:27:20.869 --> 00:27:21.619 They want to help. 00:27:22.179 --> 00:27:23.469 And I think it's very confusing. 00:27:23.639 --> 00:27:27.199 So they've got this confusion, this lost confidence, they have low cash. 00:27:27.209 --> 00:27:28.859 And in some cases they have a lot of debt. 00:27:29.729 --> 00:27:32.709 And if anybody thinks I'm talking about one person, I'm not, I'm 00:27:32.709 --> 00:27:36.269 talking about a bunch of people with whom I have direct interaction. 00:27:37.404 --> 00:27:43.924 And it is for all these reasons that if I stop here, I would say the launch 00:27:43.924 --> 00:27:51.364 based business model attempts to make too many sales too fast, too often. 00:27:51.764 --> 00:27:55.654 It violates principles of human relationships and a human natural, 00:27:55.664 --> 00:27:57.174 healthy human decision making. 00:27:57.524 --> 00:28:03.244 And as a result, it ends up ruining the lives of all parties. 00:28:05.554 --> 00:28:08.254 That's where I got to put myself in check and say, that's not true. 00:28:08.774 --> 00:28:10.724 Necessarily the case. 00:28:11.694 --> 00:28:19.814 So in what scenario could a coach launch and not only have it not ruin 00:28:19.814 --> 00:28:26.124 her life, but actually have it enhance her experience of her business, create 00:28:26.124 --> 00:28:30.254 great financial results, strengthen the community that's around her. 00:28:30.634 --> 00:28:31.914 That's gotta be the goal, right? 00:28:32.464 --> 00:28:33.814 Why would anything else be the goal? 00:28:35.499 --> 00:28:39.499 Now, how might that happen?, the thing that got me even thinking along these 00:28:39.499 --> 00:28:42.879 lines was the other day I was talking to the same client whose, whose most recent 00:28:42.879 --> 00:28:47.659 launch had succeeded, but had been harder than any other launch previously and 00:28:47.659 --> 00:28:49.599 less profitable than any previous launch. 00:28:50.619 --> 00:28:53.399 And she said the most fascinating and compelling thing to me. 00:28:53.929 --> 00:29:00.399 She said, I have the strong sense that our community loves it when we launch. 00:29:02.594 --> 00:29:04.664 And I said, okay, you got to tell me more. 00:29:04.664 --> 00:29:06.234 This is foreign to me. 00:29:06.334 --> 00:29:09.014 I don't even know how to process what you just said, because I'm 00:29:09.034 --> 00:29:13.884 so, I admitted to her, I'm so cynical about the launch model. 00:29:14.294 --> 00:29:15.824 I'm so negative about it. 00:29:15.854 --> 00:29:18.874 And I confess to her, I haven't even shown you a 10th or a 00:29:18.874 --> 00:29:20.184 hundredth of my negativity. 00:29:20.444 --> 00:29:25.874 I can stomp around my house, slamming doors, slamming drawers, shaking my fists. 00:29:26.064 --> 00:29:27.814 Why do we do this to ourselves? 00:29:27.814 --> 00:29:30.104 My poor wife has heard me say a million times. 00:29:31.159 --> 00:29:36.069 She's laughing and she said, no, listen, when we launch, we infuse the 00:29:36.069 --> 00:29:42.999 community with all this great energy and enthusiasm and focus on a specific topic. 00:29:44.569 --> 00:29:45.829 It's just this great thing. 00:29:45.839 --> 00:29:51.589 We, we just all rally to an idea and to a timeframe and 00:29:51.789 --> 00:29:53.519 the comment sections light up. 00:29:53.519 --> 00:29:56.539 And About how great this is about how much fun we're having about how much 00:29:56.539 --> 00:30:02.289 growth we're experiencing And I said, okay, then if we're gonna launch it 00:30:02.289 --> 00:30:06.569 all I want us to launch like that Now where she and I didn't get is how? 00:30:07.469 --> 00:30:12.409 She can feel confident that it's always gonna be that way meaning That the 00:30:12.409 --> 00:30:16.714 community will always love her launches and be energized her launches As I've 00:30:16.714 --> 00:30:19.254 been thinking about it in the day since I have a couple of hypotheses. 00:30:19.274 --> 00:30:22.274 You can decide whether my hypotheses are of any use to you. 00:30:23.794 --> 00:30:28.444 My first hypothesis would be that launches have to happen less often. 00:30:29.354 --> 00:30:32.344 However often you think you can or should launch. 00:30:33.574 --> 00:30:37.694 I have basically irrefutable data that says it's not that often. 00:30:38.324 --> 00:30:41.714 If you think you can launch quarterly, I would say it might be twice a year. 00:30:41.714 --> 00:30:44.394 If you think you can launch twice a year, I would say it's 00:30:44.404 --> 00:30:45.844 probably closer to annually. 00:30:46.889 --> 00:30:52.149 And if you just do that, then you at least give yourself a longer season 00:30:52.179 --> 00:30:58.359 in which to make a bunch of deposits into the emotional bank accounts of 00:30:58.379 --> 00:31:00.579 old friends and new acquaintances. 00:31:01.879 --> 00:31:05.689 It's an opportunity to reestablish that latent demand. 00:31:06.779 --> 00:31:12.089 It's an opportunity to support word of mouth marketing in your business. 00:31:12.749 --> 00:31:16.079 Do you know in what business it's hard to have a lot of word of mouth marketing 00:31:16.989 --> 00:31:22.869 it's one where when I recommend your business, I have to disclaim about 00:31:22.869 --> 00:31:24.239 your business before I recommend it. 00:31:24.269 --> 00:31:28.259 I have to say, look, he's got really good stuff. 00:31:28.669 --> 00:31:31.639 You just have to be prepared for a lot of sales messages. 00:31:33.074 --> 00:31:35.294 Because nobody likes a lot of sales messages. 00:31:35.484 --> 00:31:37.784 Nobody likes a highly transactional interaction. 00:31:38.224 --> 00:31:41.194 So even when the stuff is good, we feel like we have to disclaim. 00:31:41.614 --> 00:31:46.264 But if I back off on my launch schedule, now I'm making it easier 00:31:46.264 --> 00:31:50.304 for the person who wants to refer me to say, I love this person. 00:31:50.324 --> 00:31:51.504 Their stuff is so good. 00:31:51.514 --> 00:31:52.284 I love their vibe. 00:31:52.284 --> 00:31:53.394 I love their way of being. 00:31:53.484 --> 00:31:57.174 And they do sell sometimes, but it's not that often. 00:31:57.174 --> 00:31:59.274 And to be honest, I kind of like the way they sell. 00:31:59.274 --> 00:32:02.384 I, they do these launch, they do these challenges or whatever it's called. 00:32:02.814 --> 00:32:03.464 They're kind of fun. 00:32:04.314 --> 00:32:07.654 It, it allows for word of mouth marketing in a way that aggressive, 00:32:07.664 --> 00:32:09.264 frequent launching just doesn't. 00:32:10.114 --> 00:32:10.914 And that's my opinion. 00:32:11.174 --> 00:32:13.314 And I wish there were someone here who disagreed with me and I would 00:32:13.314 --> 00:32:15.344 debate them actually until I died. 00:32:15.704 --> 00:32:16.934 Like I will die on this hill. 00:32:18.479 --> 00:32:24.719 Now, beyond launching less frequently, I would say we'd be 00:32:24.719 --> 00:32:26.919 wise to launch less aggressively. 00:32:28.099 --> 00:32:33.619 I would say that we'd be wise to relax a little bit 00:32:33.619 --> 00:32:39.609 and allow for the fact that if I'm back in that auditorium, the more 00:32:39.619 --> 00:32:41.579 aggressive I am with today's offer. 00:32:41.929 --> 00:32:45.859 The more strongly the person who says no will react to me. 00:32:46.579 --> 00:32:49.909 So i'm giving them a big ask and they're having to give me a proportionately 00:32:49.909 --> 00:32:56.389 big no And that no will be harder for them to overcome on subsequent offers 00:32:57.499 --> 00:33:02.699 So if i'm a little gentler in the initial ask I still I still 00:33:02.699 --> 00:33:03.909 make invitations directly. 00:33:03.909 --> 00:33:06.569 I still say I want you to do this and here's why and here's how I think 00:33:06.569 --> 00:33:13.159 It benefits you But I don't try to Pull on the FOMO lever quite as hard. 00:33:14.379 --> 00:33:16.319 Then that person might stay in the auditorium. 00:33:16.319 --> 00:33:19.869 They might be ready for a future offer and they might invite other people 00:33:19.869 --> 00:33:26.039 into the auditorium to, . Speaking of FOMO, I do want to talk about FOMO. 00:33:26.079 --> 00:33:29.109 I think there's two major psychological forces. 00:33:29.709 --> 00:33:30.989 In these two approaches. 00:33:31.319 --> 00:33:35.899 So in the approach where I launch less frequently and less aggressively and where 00:33:35.899 --> 00:33:40.419 my hardest work is outside the launch window and not inside the launch window. 00:33:40.789 --> 00:33:43.069 In other words, where I'm spending every day thinking about how can 00:33:43.069 --> 00:33:45.249 I be useful and of service today? 00:33:46.139 --> 00:33:49.229 How can I make big deposits into emotional bank accounts today? 00:33:50.079 --> 00:33:54.469 For me, that's an approach whose goal emotion is gratitude. 00:33:56.399 --> 00:34:00.699 In other words, I want to give so much that they feel grateful and 00:34:00.699 --> 00:34:04.049 that their gratitude will kick off all these other good behaviors. 00:34:05.129 --> 00:34:10.189 I think a low aggression, low frequency approach is more geared 00:34:10.189 --> 00:34:12.219 toward gratitude in the audience. 00:34:12.989 --> 00:34:16.699 I think a high aggression, high frequency approach is more geared 00:34:16.699 --> 00:34:18.339 toward fear in the audience. 00:34:19.499 --> 00:34:21.999 And that's what my bonuses actually are meant to do, by the way. 00:34:22.339 --> 00:34:23.909 My bonuses are not. 00:34:24.834 --> 00:34:27.414 Intended to actually build the value. 00:34:28.484 --> 00:34:30.334 And I know you're good, ethical people. 00:34:30.334 --> 00:34:32.224 And you're going to be like, no, Mark, that's not true. 00:34:32.554 --> 00:34:35.934 I want to make the, I want to make the offer irresistible. 00:34:36.904 --> 00:34:39.204 Well, the question becomes why is the offer irresistible? 00:34:39.224 --> 00:34:42.184 Is it because of all the value in this thing that they probably 00:34:42.184 --> 00:34:45.014 won't consume anyway, meaning all these bonuses or whatever. 00:34:46.154 --> 00:34:52.244 No, the truer thing is that adding all those bonuses is designed. 00:34:53.054 --> 00:34:54.874 To give them more to lose. 00:34:56.164 --> 00:35:00.894 If you don't sign up by this date and that time you lose these bonuses. 00:35:01.444 --> 00:35:03.254 So we're triggering fear of loss. 00:35:03.284 --> 00:35:07.404 Loss aversion is a powerful psychological force in the human brain. 00:35:08.769 --> 00:35:13.179 The study in the one book said that people are more afraid to 00:35:13.179 --> 00:35:16.709 lose a hundred dollars and they are excited to gain a hundred dollars. 00:35:17.499 --> 00:35:22.279 So I think an aggressive high frequency launch approach is built on fear. 00:35:22.859 --> 00:35:27.919 And I think a gentler, lower frequency launch approach is built on gratitude. 00:35:29.189 --> 00:35:33.189 In which one of those approaches would you like to spend most of your time? 00:35:33.255 --> 00:35:41.444 Um if you acknowledge the psychology at play here, and if you take the long 00:35:41.454 --> 00:35:49.104 view, and if you decide to launch less frequently and less aggressively, and 00:35:49.104 --> 00:35:53.364 if you make gratitude the emotional foundation of your approach as opposed 00:35:53.384 --> 00:35:58.044 to fear, and for those of you who think that it's not based in fear. 00:35:59.004 --> 00:36:03.074 Sorry, a countdown timer is not a gratitude mechanism. 00:36:03.244 --> 00:36:09.164 A countdown timer is a fear mechanism, but if you'll launch less aggressively, 00:36:09.404 --> 00:36:13.214 less frequently, and if you'll base your efforts in the desire to generate 00:36:13.214 --> 00:36:20.644 gratitude instead of tactics that are effective at producing fear. 00:36:21.639 --> 00:36:26.459 You will make selling easier in the long run. 00:36:26.989 --> 00:36:35.669 Short term results may suffer a little, but you create an opportunity for 00:36:35.669 --> 00:36:42.019 long term results that may go away completely if you're too aggressive and 00:36:42.019 --> 00:36:45.329 too frequent in pulling the fear lever. 00:36:46.509 --> 00:36:47.569 So can we launch? 00:36:48.099 --> 00:36:49.079 Yes, we can launch. 00:36:49.519 --> 00:36:51.449 Do I personally have a desire to launch? 00:36:51.449 --> 00:36:52.154 Yes, we can launch. 00:36:52.924 --> 00:36:57.444 Given everything I've seen, not yet, but I want to thank my client. 00:36:57.454 --> 00:36:58.464 She knows who she is. 00:36:58.904 --> 00:36:59.914 She might listen to this. 00:37:01.494 --> 00:37:04.354 She has cracked the door on the whole idea for me. 00:37:04.484 --> 00:37:11.174 She's helped me to rediscover a little bit of curiosity so that I can say there 00:37:11.174 --> 00:37:17.144 may be a scenario in the future where I have a training, where I have a book, 00:37:17.204 --> 00:37:22.464 where I have something that I think lends itself well to a launch window. 00:37:23.654 --> 00:37:24.384 Thanks to her. 00:37:24.384 --> 00:37:27.664 I would say I would consider whether to do it. 00:37:27.684 --> 00:37:29.564 I would ask myself, can I do it? 00:37:29.594 --> 00:37:31.774 Can I do it in a way that's pro relationship? 00:37:31.874 --> 00:37:32.954 That's pro gratitude. 00:37:33.324 --> 00:37:34.424 That's anti fear. 00:37:35.274 --> 00:37:41.574 And if I can great, maybe it can be of real service, but the FOMO 00:37:41.574 --> 00:37:45.234 driven version of this ruins lives. 00:37:45.654 --> 00:37:49.254 The only winners in the FOMO driven version of this are the platforms, 00:37:49.254 --> 00:37:55.054 Facebook, Instagram, Tik TOK, only they win in that scenario. 00:37:55.124 --> 00:37:58.084 The buyers and the sellers both lose net net. 00:37:59.094 --> 00:38:00.214 Do some people end up happy? 00:38:00.214 --> 00:38:00.464 Yes. 00:38:00.464 --> 00:38:01.584 Some people end up happy. 00:38:01.864 --> 00:38:03.404 Do most people end up happy? 00:38:03.764 --> 00:38:05.894 In my opinion, they do not. 00:38:07.744 --> 00:38:11.014 So I hope I have given a. 00:38:12.054 --> 00:38:17.104 Reasoned considered view of this particular approach to making sales 00:38:18.324 --> 00:38:23.874 at the very least what I would say is Proceed with great care and caution if 00:38:23.874 --> 00:38:25.574 you think launching is your next step 00:38:27.164 --> 00:38:28.354 And I will catch you in the next one