The Human Design for Marketing podcast™, with Yvette Mayer

Insider Lessons from a $28k Launch Episode 148

• Yvette Mayer • Season 3 • Episode 148

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In today’s episode, I'm taking you behind the scenes of the recent Frequency Project Minimind launch. I'll break down the numbers, the energy, and how unexpected twists can turn a launch into pure magic.

Listen in for the magical lessons on;

  • How mindset is everything and how our frequency attracts others into our circle
  • What detachment from outcomes can do for you (cue: A burst of creative ideas & unimaginable expansion)
  • Finding Marketing gold and unexpected gifts in chaos by calibrating our energy
  • Trusting the process, trusting the universe

How I did all of the above and turned a bit of an abrupt start into a $28k launch in just two weeks! Also, how adding a spontaneous high-ticket consulting offer to the campaign with no extra energy incurred the bulk of the income.

While you listen on, I want you to remember that every experience, even the unexpected ones, is a stepping stone to growth. I'm already bubbling with excitement for what's coming next!

Head over to my YouTube to get high-frequency codes for your content and watch your marketing transform!


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Speaker 1:

Hi, hi, welcome to the Human Design for Marketing podcast. I'm your host, yvette Mayer, and this shows for you if you're done with cookie cutter marketing and ready to build your personal brand in alignment with who you really are. I'm a marketing expert, human design nerd and intuitive business coach who's helped hundreds of women just like you to elevate their frequency and activate their most magnetic personal brand. Each week we'll dive into practical tips, interviews, conversations and more to help you create and align business, a positive contribution and, of course, an abundant life. Let's dive in. Hello and welcome back to the Human Design for Marketing podcast.

Speaker 1:

I well firstly need to let you know that I have some sort of flu right now. I did the C test, it was negative. I do have a fever, so if I'm not as bright and spritely, you know why. But overall, I feel excited to jump in and share with you the behind the scenes of my recent frequency project, mini Mind $28,000 launch. Now, to put this in context, this is the third time I've launched this program and the last two launches have been around $7,000 and $15,000 respectively. So a $28,000 launch is a huge leap forward, but, in full transparency, this episode is not going to be what you expected, because I actually had less than half the number of women sign up to the frequency project. Now how does this add up mathematically? Well, what ended up happening is I welcomed in a couple of very high ticket clients To a new offer that I created, and now a lot of business and marketing coaches will tell you their big launch numbers and not be this transparent about how it came together, because quite often when we launch, we go into this higher vibration and the launch is not only about what we're selling. It attracts other people towards us and it can open the door to selling other things. So, like from my perspective, as far as I know, it is common practice to give launch numbers that include the other sales that came in as a result of you being in the launch, being out there, super visible, massively on point, with your content, really dialed in around your message and what's possible through working with you, and so this result is pretty common.

Speaker 1:

But I am giving you the behind the scenes because I want you to know that it's not always what it seems and it could be considered even a bit of smoke and mirrors. I don't believe it is because of the fact that we don't only launch to attract people into our offers. Everybody that I work with, every client that I've ever worked with, and you have this appreciation that when we go into a let's call it a high promotional energy and you don't have to be a coach or even have digital products for this to be relevant but when you go into this big push in your marketing and you kind of heighten the amount of activity, you are incredibly focused on your messaging and the transformation that you offer, then you attract far more attention, whether it is in relation to the actual launch that you're in or other products, because what happens is people are so drawn to you and they don't necessarily want the offer that you're launching. They may want something that is more customized, more bespoke, higher well, what I would say is higher attention on their specific business, which can be delivered through one on one versus in a group program, and that is exactly the experience of this launch for me.

Speaker 1:

So in this episode, I'm going to take you through what went well, what went less well, how I rose up from what went less well, and then the specifics of how the money came in, as well as the lessons, because we always learn, we never lose, and this launch was a beautiful example of that. Alrighty, so what went well? My mindset was incredibly strong throughout and if you are in my community, I would imagine you felt my magnetism, my vibes, all the way through. I didn't have moments of this isn't working. This is too hard. Even though the signups were lower than I had hoped for along the way, because you know I've done the work on myself.

Speaker 1:

I am very clear on how things unfold for me and, in particular, when it comes to marketing and launching, I'm very schooled let's be honest on the factors that lead to success or otherwise. So the key factor here for me was that there were too many new variables for me to be able to draw a direct comparison to my previous launches. The number one thing that I believe and I'd love to hear from you send me an Instagram message if this is true for you is that this time of year can be tricky because people are winding down, they're looking forward to having a break, they're planning holidays and they don't necessarily want to start something new that actually runs through the holidays and, honestly, I have never, ever, in my five years of running my business, launched anything that covered this holiday period, and even for me I'm like is this a good idea? That's the truth, but on the other side, I wanted to test some things, like I wanted to have a look at if I run this program as a mini mind rather than more of a course slash program, will that transform the impact to an even higher level? And I had this experience where the women that I had through the program were so good at the end and feeling like they were just scratching the surface after six weeks. And so for me, I decided to throw caution into the wind, if you like, and to run this program for three months instead of six weeks. Now I could have done a six week sprint before Christmas, and that might have actually brought in more clients. I don't know, I will never know that, but it would have also put some pressure on me because my timings were a little tight, if that was going to be the case, whereas by extending it and making it the three month container, having a break over Christmas, it meant that I could test some things out and I would also be able to, I guess, have that spaciousness. So I wouldn't feel so pressured and forced during this launch. And the other thing that went really well was that during the launch, I had a realization, and the realization I had was that I've been teaching human design for marketing, so focused on the human design part, which, by the way, is vital.

Speaker 1:

But with my 30 plus years of marketing experience, what I felt the need for and started to get excited about was actually pulling more marketing intelligence into this program, because what I was finding is that people were having this amazing experience, learning a lot and experimenting, but for those that weren't confident in their marketing, it wasn't giving them enough to go and create a new. I wouldn't say it definitely gives them enough to show up differently, but if their marketing intelligence wasn't so high, then they didn't have the foundation to add this work to that strong base. And that's where the big results have been experienced in this program. I have had so many success stories but, when I'm honest with myself, the biggest success stories were women with businesses that were comfortable with their marketing and looking to take things to the next level, to have kind of a quantum shift in how they showed up as a personal brand, to elevate their frequency. And those humans, those women, had these incredible success stories and you've heard some of those on the podcast.

Speaker 1:

We did an episode with Grace back I think it was 131. I'll put some links in the show notes for you. And then another episode, just two back, with Mia and Kristen, who joined the frequency project as a team. Breakthrough success, such incredible results. And this was true of many others as well. Those that were already comfortable with their marketing, that were already successful in terms of attracting clients but wanted to go to the next level, absolutely had that experience. But I realized that I actually has the skills and even the programs to help these same women who joined with less of a marketing foundation to get that marketing foundation. That is absolutely critical to truly make an impact, attract your clients and take things forward from a frequency and marketing perspective.

Speaker 1:

So what I ended up doing was including, at no charge, my signature digital product creation course for free. Now, this was a big decision because that program in itself, that course in itself, is worth around a thousand dollars. It's actually worth so much more than that, but I've priced it at well 777 US, so a thousand Australian and I added it in on top of an already highly valuable offer. And the decision was made after launch and I am so excited and thrilled with what this has enabled me to do, because now that we're actually live, I'm bringing in elements of this other program to make sure that, as we go through the human design system and the elements to really amplify and activate, there's also this base training program to marry it with. That ensures that at every step of the way, the foundations are strong, the marketing foundations are strong. So this was a hugely successful decision and something that will continue and even though we're still early into this mini-mind, I'm already seeing how powerful it is.

Speaker 1:

So we just had our first call and in the first call we talk about or I share on how to really step in and claim that brand energy of your type, implement your human design strategy as a marketing strategy and also lean into your authority as a way of expressing yourself. But now I'm also able to say so that's what we're doing. Live, you're going to experiment with this, but in your homework, you're also going to do this particular lesson, which is all about positioning positioning, rather, your business and your overarching mission with precision Positioning, in a way that it is clear exactly what you do, who you help, how you help them, and very attractive because it covers things like the transformation that is available through working with you. So, as you can see, it's now this deeper, foundational work that is being done at the same time that is going to lift let's say it's going to be the rising tide lifts or boats, including more marketing. It's not really 101. It's actually marketing intelligence and getting really dialed in on those foundational elements that are like you can't succeed without them. You just can't. And I would argue with anyone that says when you just follow your human design, type, strategy, authority preference, etc. That's all you need to create success in your business. That's BS, absolute BS. If you don't get your marketing right, no one will know that you even exist or what you do, how you can help. You have to bring both together. That's the money. That's where the big lips are being made.

Speaker 1:

Okay, what went less well? So the first thing that went less well is I had a terrible night's sleep before the launch event and I remember this distinctly. I was in such a good mood. I was like this is gonna be amazing. I've got over a hundred people signed up, I can't wait, I'm on fire, I'm going to like crush it. And then I got into bed. Actually, first confession, I was watching the Lessons in Chemistry series on Apple TV, and because I was wide awake with excitement, I stayed up far later than I usually do, finishing the episodes this is true I self-sabotaged and I was so annoyed with myself. When I woke up the next day, I felt so drained and exhausted and like a different person, and I had been the night before. So that was not a good way to go in and a huge thing that I am never going to repeat. Trust me there, I will never do this to myself again.

Speaker 1:

Then, when I got into the launch event, I had added more content and I felt incredibly rushed. So big lesson from that as well that when I rush, I start to lose my confidence, and I could feel that during the call that started out, strong things are going well, and then, the more I realized I was running out of time to actually get all the information across, the lower my confidence became and the greater the sense of oh my God, oh my God, oh my God, I'm running behind, I'm effing this up. All of that was going on in the background in my brain, and to the point where, after I came out of that call, I came into my house and I literally curled it up into a ball, exhausted and disappointed in myself. So not ideal. If you follow me closely, you will also potentially know that that day I was due to fly to my beautiful friend who had been diagnosed with cancer and I missed the plane. Now there's a lot of reasons for that, but it was my fault. Like if I could go back in time and, with a level of clarity, see how that happened. It happened when I stayed up late the night before, like that decision snowballed into me missing the plane. And there were other factors that went on, like I rebooked the plane and then the second plane got canceled because of weather. So the universe didn't actually want me to get on that plane and I discovered that over the days afterwards. But I felt so bad, so disappointed in myself. I didn't have as many signups on that first day as I had on the previous two launches, so that was just another factor that was really mucking with me. And, yeah, that was like the lowest point of the whole launch was that day of the launch event, and I know that those that were there didn't have this experience, like one of the beautiful women who is in the program is like what are you even talking about? You were great, but this is the thing with energy and being well A able to show up, and the show goes on even when you don't feel bad. That is certainly true of me. I'm very resilient. But it didn't change the frequency, and I know that because I would have had more signups if it did.

Speaker 1:

Okay, then the recovery from this. What ended up happening is because I didn't manage to go on the weekend trip that I had planned. I actually had time to recalibrate and get more sleep. I stayed with my sister and my beautiful nieces and nephew and got lots of cuddles and we went out on the boat on the harbour, which was so incredible. And I started to have these big ideas come through, like including Digital Product Academy as a bonus. And so that kind of recovery phase and the recalibration shifted me into oh my God, like this is amazing, it's okay, like my mind said, kicked in with there are too many variables for me to be this hard on myself. Things happen, the universe has my back. This is exactly how it should be. If that didn't happen, I wouldn't have gone into this mode of self-discovery and had these ideas drop in. And so this recalibration and this new plan for the launch kicked in as a result of what went less well.

Speaker 1:

From there, my content elevated and I had a high level of engagement through this entire launch, like when I look at other launches compared to this one, and it's normal that when you're in a launch that people they kind of disappear because if they're not interested in the launch, they like go off looking at your content. That's a real thing. But I created content that really was highly engaging and that didn't happen so much. It definitely happened in my stories at the end the last couple of days it was like crickets but big picture. My content was on point and firing throughout this launch and the other thing that happened from this place of recalibration was I became relatively detached from the outcome. So I actually went into this place of I'm just going to deliver the most incredible program. A small group would be amazing to test out this change in what I'm doing and everybody that signs up. I'm really excited about and I can't wait to do this work and it's new right. I'm running a new format, it's a test. I'm going to have the exact right amount of people join that the business can hold right now. So I was relatively detached. I didn't have huge emotional swings after that first day, so that's great.

Speaker 1:

Now, as I said at the beginning, this ended up being a $28,000 launch. So how did this actually happen? Well, during this launch, I started a very light sprinkling of a new offer that had dropped in for me, probably during meditation. This is where things drop in for me, where I would work with very few women to very few and you'll understand why to actually do marketing consulting powered by human design. What does that mean? It means working together closely in a four month package where I'm not only coaching, I'm making recommendations, and each month we have a different focus. So in the first month it is about the brand strategy. We work together in a briefing call. I then respond with the recommendation. Two weeks later we get on a call and workshop to make sure that it feels amazing, aligned, adjust anything that needs adjusting, and then we have one more call later in the month, which is more of an execution and coaching call. This runs for four months. The first month is the brand strategy, the second month is the marketing strategy, the third month is sales and funnels and the final month is content.

Speaker 1:

So this came through to me and I mentioned it once on stories and spoke about it to a couple of people that had been in the frequency project in the past. I put my highest ticket on this product that I've ever put on anything and I sold two of them during the launch without any effort. So, as you can see that whilst I was in this energy and I was vibing high and I was showing up that my power of attraction was really strong and it actually opened the door for so much more than sales of the launch itself, In the frequency project, many mind I had five beautiful women sign up. I've added in the couple that have come in as private clients. Of those five seven that are inside the program, three of them had done the frequency project before. So that's how amazing this program actually is. So one of them is doing the program for the second time as it is, and the other two came in on this new offer of mine, which is called Aligned, amplified and Abundant Marketing, consulting and Coaching Package. So when you add all of that up, it resulted in a $28,000 launch, which is epic right, and that all those sales came through in the two weeks that I had an open cart. To be honest, I've had another multiple five figure client repeat client come in that has been working with me for a few years. That initiated the conversation about locking in for next year, but I didn't count that that would like almost double this amount, so it was an incredibly lucrative two weeks in my business.

Speaker 1:

So the lessons Firstly, I really believe that the universe only gives us what we can handle, and actually, whilst I'm working on these two consulting strategies, that is the first time I've actually offered this. It would have been stressful to have a huge number of people in the program and do that at the same time. It also gave me the opportunity to change up the program, and what I'm actually doing during this round, because I've got more time, is turning some of the content into prerecord, which it hasn't been in the past, and the reason I'm doing that is, a, because it helps me to take some of the live pressure off, but B, the nature of human design is you are likely going to only wanna know about your design, your profile lines and so on, not have to learn about everybody else inside this particular program, and so it enables me to create content that is broken up to be 100% relevant for you, and then in the live calls, it's more about that coaching, the Q and A, the collaboration and the energy of the group. So that's a really amazing outcome. The other lesson and good thing about this is you may have heard me talking about bringing on some more support, because in the last launch I got really overwhelmed at the number of human design reports which are a bonus, human design for marketing reports that I needed to deliver.

Speaker 1:

I did them really quickly. I thought that I'd done them high attention to detail and then found that I'd made a number of mistakes. That was not fun, got very hard on myself, but then realized that I needed more help, and so I have, in between these launches, hired an incredible, incredible woman. Her name is Sidra, who is now both my well, she's my senior VA, but the main responsibilities she has doing these human design reports with me and also she is a copywriter, so she's helping me with distributing some of my content into other formats. I also have a full-time VA whose name is Zen or Zendi, who's incredible.

Speaker 1:

So now I have gone from having one VA to having two and I think it's amazing that Sidra can have, you know, a lower number of these reports to do and master her process and feel more comfortable and confident, because I know 100%, with high conviction, that the next time we launch this, it's going to be the biggest by far and away. I just know it's going to be early next year when people are like, right, I need to nail this. It's also going to have more attention to the launch event all of the things that I rushed this time because I launched the thing. Oh, that's another thing. I didn't even mention that when I was saying the variables.

Speaker 1:

One of the other variables for this launch was that I launched it only eight weeks after the last launch, so basically, to the same audience eight weeks later Another thing that I've never done before, and it put pressure on right Because I hadn't grown the audience. I hadn't changed anything in the launch outside of the offer that the master class was essentially the same, and so this time round there'll be more spaciousness, there'll be a fresh approach to the launch and we have the time and the resources to do it better than ever. So that's it. I hope this has been really interesting, inspiring and valuable for you. I know it wasn't quite the standard human design for marketing episode, but I know that my audience is really interested in the marketing piece as well and this, I think, is a really good demonstration of what goes on behind the scenes and the fact that the biggest line underneath all of this is detach, trust the process, work with your mindset, be okay with the universe, having your best interests at heart and ultimately, there is always wins inside every experience. You learn so much through going through these processes and I yeah, I'm really happy with how it unfolded. I'll be back in your ears soon. Bye for now.

Speaker 1:

Thanks for tuning in to the Human Design for Marketing podcast. Make sure you hit that subscribe button, tell your friends and extra brownie points. Go, leave me a review. I would so appreciate it. There are heaps more resources in the show notes. I can't wait to be back in your ears again soon. Bye for now.