Podcast

Episode 503: Being All-In On Selling Even When You’re Tired (Part 2: Launch Debrief + Revenue Breakdown)

Launching has a way of bringing up perfectionism – so I’m sharing a behind the scenes look at the most recent PGSD launch and I’m holding nothing back. This is the second part in a two part series that will help normalise the highs and lows of launching (regardless of what kind of business you have). It gives you a look at the perfectionism that often comes up with selling and what I personally do to overcome that perfectionism and be showing up fully.

In this episode I talk about some incredibly important concepts that are universal to all kinds of entrepreneurs, including being all-in on selling, how to keep going and showing up fully (even when you’re tired and the results aren’t where you want them to be).

Tune in to listen to my assessment of this launch and my thinking process as I review it. Plus I share all of the numbers (like our sign up numbers, revenue and whether we hit our goal) and behind the scenes insights so you can get out of your own way.

Because releasing your perfectionism handbrake is essential when it comes to building your business, whether you have a coaching business like me or not. I talk through the launch plan and strategy, the self-coaching I’m doing, my thoughts in real-time, and more!

Find the full episode transcript and show notes at samlaurabrown.com/episode503.

What To Do Next

My productivity program for entrepreneurs called Perfectionists Getting Shit Done (aka PGSD) is opening for enrollment in January. Inside you’ll learn my proven process to get your perfectionist mindset working for you, instead of against you, so you can consistently take action in your business without burning out. To find out more about PGSD and join the waitlist, go to samlaurabrown.com/pgsd.

Listen To The Episode

Listen to the episode on the player above, click here to download the episode and take it with you or listen anywhere you normally listen to podcasts – just find Episode 503 of The Perfectionism Project Podcast!

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FULL EPISODE TRANSCRIPT

Introduction

Hi, and welcome to another episode of The Perfectionism Project, a podcast full of perfectionism advice for entrepreneurs. My name is Sam Laura Brown. I help entrepreneurs release their perfectionism handbrake so they can get out of their own way and build a fulfilling and profitable business. I’m the founder of the Perfectionists Getting Shit Done group coaching program, which is otherwise known as PGSD. And for even more perfectionism advice to help you with your business, you can follow me on Instagram @perfectionismproject.

Sam Laura Brown – (Start of episode)

[00:00:29] This is part two of my two part behind the scenes series for the most recent launch that we did for Perfectionists Getting Shit Done. I’m going to assume you’ve listened to part one already. This is just going to be a continuation and in these behind the scenes episodes, I am sharing about how I personally overcome the perfectionism that stops me from showing up and taking action and putting myself out there and how I overcome the perfectionism that stops me from selling and doing that in a really connected way in the most powerful way that I can, because those two things, taking action and selling perfectionism, Really stop so many entrepreneurs with those two things and they are key to success.

[00:01:15] So I love sharing my personal real time insights into the work that I’m doing on it at the levels that I’m doing on it now. And just having that practical example for you to be able to learn from and have you hopefully reflect on for yourself. And if it brings up anything for you. Amazing. I just love sharing this and also the numbers because I think it’s just so powerful to hear other businesses numbers, even if you have a completely different kind of business, to just hear how other businesses also have ups and downs and highs and lows.

[00:01:51] And it’s not just this constant trend of everything getting better and better and better and better every single time. When you zoom out for a lot of successful businesses. That will be the trend is an upwards trend but always when you’re like more zoomed in and looking at the details there are peaks and troughs and so I think we perfectionists can just make ourselves so wrong for having success and then not having that just go up and up and up and up and up and that has been a massive lesson for me.

[00:02:19] in the last couple of years that I felt like I should only be more and more and more successful in the short term and the long term, like in the macro and the micro. So when it came to having times where the business was plateauing or I wasn’t as profitable or as making a loss, or I was having decreased numbers of signups and engagement, things like that, that I I made myself feel so wrong for that.

[00:02:43] And there was so much shame and embarrassment that really didn’t have to be there. And it was simply from this misconception that every launch should be getting better and better and better and more and more signups and just understanding like, Oh, what this actually for almost everyone, there are going to be highs and lows, and that is you doing business, right?

[00:03:03] Not you doing business wrong. Like that is just part of the process. So I love sharing it from that perspective as well. So I’m just going to start with the numbers, sharing the numbers high level in a way that I hope is really helpful. And then I’m going to be sharing my biggest takeaways and insights from this launch, including the thoughts that worked, the thoughts that didn’t work.

[00:03:22] I’m going to be sharing about the scarcity cycle and also my next steps as well for what I’m going to be implementing after this launch. The other thing that I wanted to mention. So today’s date is actually the 3rd of December. So it is more than a month since this launch was actually complete and I didn’t do the launch debrief until today And I think that’s so interesting That I found myself and I could see it in my power planning.

[00:03:49] I was putting it off Week after week after week, never thinking that it was actually important. And so I think something like that as well, it kind of relates to what I’m going to be talking about in this episode, but I love just noticing when I’m avoiding reflection and introspection and identifying problems so I can solve them, that my perfectionist brain wants to not look, it wants to not actually What’s going on?

[00:04:20] And I think a lot of that and I know for so many of the clients that I work with inside Perfectionists Getting Shit Done And also now through one on one coaching Is that so often it’s just like this fear of judgment from ourselves of what we will think about ourselves When we actually take a closer look and it was so interesting for me to avoid it with this launch I guess I had a thought of like I know what happened like I feel like I don’t need to To debrief it and other things are more important Um And all of that, but really like it’s a quick and simple exercise to reflect on the launch and take the lessons.

[00:04:54] And I just think it was so fascinating and really like a part of the scarcity cycle that I’ll talk about in a bit towards the end of the episode, but really being in this pattern of like, well, I like basically being in a rush to get other things done. So the things that are really foundational and important get deprioritized.

[00:05:14] And for a little while, That’s okay. But long term, it has a big impact. So for me, doing the launch debrief is part of me getting out of that scarcity cycle and out of the fear of self judgment. So I’ve done the debrief. It was good. It was great. Like not did not that I just logged it. I was like, Oh, that’s right.

[00:05:36] Everything went perfectly, but it was just so interesting. That I was resisting even like reviewing or debriefing on a launch that I feel like went successfully. Like just, just interesting. So anyway, let’s go through the numbers. So we had for this launch, and I mentioned this in part one, we had nine signups in total.

[00:05:57] So I’ll go through the breakdown of those. So just so you know, the investment for perfection is getting done for lifetime access. is one payment of 3, 333 US dollars or 12 payments of 333 US dollars. So when it comes to how that was broken down in terms of the nine signups, what we also had available during this launch is that anyone who had signed up for the power planning course In the previous launch that we did in September, they were able to apply their investment for that course towards Perfectionists Getting Shit Done.

[00:06:34] So normally we just have essentially like one price for PGSD. It’s the painful or it’s the payment plan. I love the simplicity of that. And this launch, we actually had four essentially. So we had painful, and payment plan for our normal price. And then also the discounted price, so to speak, even though overall it was the same, um, but the price of PGSD when someone had already invested in the power planning course and they were applying that investment towards the program.

[00:07:06] So for paying full, we had no signups at the normal full rate. We had two signups for paying full at the power planning course rate. And then we had, so that’s $3,333 less, 200 at, no, sorry, 497. I think I’m getting that right. Um, and then the payment plan, we had three signups at the normal full rate, and then four signups at the power planning course rate.

[00:07:32] So overall, the revenue was in terms of lifetime. Cash that will be collected thirty one thousand six hundred twenty four u. s. Dollars, which is approximately forty seven thousand four hundred thirty six australian dollars and then in terms of cash collected because the majority of The people signing up actually paid with the payment plan It was 7, 831 US dollars cash collected, which is approximately 11, 750 Australian dollars.

[00:08:04] So that’s kind of the overall and to mention actually the goal, what was the goal? What was the number of signups that I had in mind for this launch? And I think just like overall, how did I feel about where we landed in terms of the signups that we had? So the goal that I had for this launch was 15 signups.

[00:08:24] And I think with this goal too that there had been and like over the last while Like having a goal that is lower than what my like low launch was before so to speak Was something that was really hard to initially like wrap my mind around in terms of like being willing To go all in on a goal that I felt like wasn’t even a good enough goal so to speak So for context and you can go back and listen to the launch debriefs and behind the scenes things that I did for these launches Um, but particularly in 2022 we had a launch in january where we had 51 people sign up then we had a launch in April, I took away the payment plan.

[00:09:07] It was only painful. We had nine signups, and then we did a launch in July, a launch in October, and then a launch in December, before I had the twins. And in those three launches, we had approximately 21 for each. And at that time, I felt like I was failing. You’ll see a, you’ll see a theme with this, that my brain just wants to go to me.

[00:09:33] Failing. And that identity of I’m failing, I’m, it’s like, it’s not good enough, and that kind of thing, which is classic perfectionism. So anyway, even though it’s funny, like, as well, just, you know, A wrapping my mind around that too, like at the time in 2022, I felt like it wasn’t working. And actually I really just missed that.

[00:09:56] That was an incredible result for what was going on in the business. And there was so much that was working and it was just continuing to double down on that. Instead of me thinking it’s not working and then I moved away from the things that were working. So it was then working even less and getting more frustrating because then I was trying to get it right and making myself wrong and all these different things.

[00:10:18] And then so in 2023, we launched again in June. So I had the twins. If you don’t know, I have three children. Lydia, who’s about three and a half now, and then my twin sons, Jack and James, who are turning two in a few months. So I had the twins in February, 2023, and then we returned to, I’m just looking at the stats now.

[00:10:42] We returned to launching in June and we had. 12 people sign up in that launch and we had a few people sign up being able to sign up before the launch. So 12 people overall related to that. And then in September we launched and we had nine signups in December. We launched and we had seven in March of this year we launched and we had a five in April we launched and so one month later and we had four signups and then in June we launched and we had seven.

[00:11:16] And we also did an email only launch in August and had two signups, I believe. It was just like purely email. So we did that. I don’t have the stats in this spreadsheet, but we did that. And then in October, we, which is the one I’m talking about now, we had nine signups. So just like Working through the feelings.

[00:11:39] And I think I just didn’t process a lot of the feelings or even admit to myself that I had the feelings. I just wanted to be intellectual about it and stay out of the feelings, but feeling like each launch we had, the numbers were getting less and less and less. And I was trying so much harder than I was trying in 2022.

[00:11:58] Like I just felt like it was an uphill battle and I was getting less results. And then that was really disheartening. I was also very sleep deprived and just like, navigating a lot personally with the transition from one child to having three kids and everything that came along with that. And so I just feel like there was so much.

[00:12:19] emotional baggage, so to speak, but like just emotions to be processed that I didn’t process and that continued to then come with me. And I was trying to like work against those feelings instead of just feeling them and then moving on. And so when it comes to this launch, again, like, as I said, the goal of having 15 when previously in 2022, my like less successful launch was nine.

[00:12:46] And that was when we didn’t have a payment plan option. I’m pretty confident if we had kept that and I hadn’t taken it away, we would have had about 22 signups. Um, but to have a goal and be like, but I’m fully engaged with this goal that is less than what I’ve achieved before. And right now it feels like a stretch, which is like there was self coaching involved to get myself on board with that fully.

[00:13:10] And when it comes to the nine signups, and I think this is such an important question to look at when it comes to. where you actually land with your goals. If you were an outsider who was evaluating the launch, who was looking at like, okay, what went on during the launch in the lead up to the launch?

[00:13:29] Like, how are you showing up? What kind of energy were you in? Like all of that kind of stuff. If you were just objectively looking. at what was going on, what amount of signups, like, do you think the result would be reasonable, essentially reasonable to expect? Or would you be really surprised with the result?

[00:13:46] And like, whoa, that’s way higher than I thought it would be a wall. That’s way less than I thought it would be. Or is it about on track with what you would think that it would be? So for example, with this launch, when I, in my initial debrief that I did my initial notes, like right after the launch that I did, I was like, nine feels like.

[00:14:06] An accurate representation of what kind of like went on in the launch and before the launch and like an accurate representation of what result I would expect if I was leading someone else through that launch and like coaching them through it or advising them through it. That if they said I had nine signups and they were in this situation, I’d be like, yeah, that seems pretty on par with what I would expect.

[00:14:31] And so I think just a lot of times with perfectionist entitlement, I’ve done an episode on that a few months ago, that especially if we feel like we’re working so hard, Then we can become entitled to, well, if I’m working really hard, I should achieve my goal. When actually that’s not the only thing that determines whether or not you would achieve a goal.

[00:14:52] And we can then just get really, really disheartened when we’re working so hard and not achieving it. As I mentioned, that was how I felt a lot in 2023. Like I’m working harder, so much harder than I was in 2023. That was my experience working so hard in my brain to try and get myself on track and I was getting less and less results and it just like there’s this entitlement I also, like, I remember I think it was the third launch.

[00:15:22] That we did in 2023 I was like, well, I can’t have three failed launches in a row like just this entitlement to like well I can’t have it happen badly three times in a row like says who of course that’s a possibility But just this like entitlement That i’ve had is like that has been one of the biggest things for me this perfectionist entitlement Of, and it comes with all these like, shoulds, and like, you know, if I show up then I should have, like, I should have more signups, I should just buy, like, there’s so many ways that this comes up, and it’s never from this place of, um, like, being really conceited, and like, just thinking you walk on water, and whatever.

[00:15:59] It’s really just from this misconception that we have about how results are created and that if you work hard, then you should be successful. Or if you started your business 10 years ago, then you should be further along by now. Like that’s the biggest way it comes up. This perfectionist entitlement that I see, and I’ve coached so many perfectionists, that it’s like this thought of being behind is perfectionist entitlement.

[00:16:20] Like I should be further along. Amla when typically objectively, you’re about on track with where you should be. Objectively speaking, if someone else was to look at the outside and to see, what FAUPutting in like, what energy is driving the effort that you’re putting in, like, are you in belief or are you in disbelief in doubt?

[00:16:41] And It, it really typically, so obviously on the outside of like, well, yeah, I wouldn’t expect you to be successful by now if you started 10 years ago, but you haven’t been showing up consistently or you haven’t been showing up at all. Or you’ve never actually decided on your business name or you keep changing what you offer or like all these different things.

[00:16:59] Like, yeah, it makes sense that you’re not further along. Like it makes sense that you actually seem to be at where I would expect you to be. But with this perfectionist entitlement, I’m like, Oh, but I started so long ago. Oh, but I worked so hard. Oh, but I said the right thing. I had a launch where I was like, I felt like I said the right thing.

[00:17:15] And I went into the launch feeling so confident. It was the April 2022 launch. And I just had this perfectionist entitlement to like, if I got the work done ahead of time, And if I say the right thing in my emails and get the messaging right, they should sign up. And that entitlement when it comes to selling makes us so lazy because when we have the thought they should just sign up, then we don’t actually sell.

[00:17:42] And then we get so disappointed that we’ve only sent a couple of emails and no one has even bought, or we’ve been sending lots of emails, but we’ve barely even sold in them. Like we’re just so focused on trying to say it right and do it right. That we actually miss the things that create connection and make sales.

[00:17:57] So that is a little, a little overview of where I was at with the goal. I feel like the nine signups that we had was on par with that, where I would expect it to be. And I was really happy with that result. And it’s not to say that that result is like, okay, I’ve reached the pinnacle of where I want to be, but I could see the result as like creating momentum.

[00:18:18] And I feel like as well, just the shifts I’ve had in my mindset, Instead of being like, Oh, it’s still not enough. I’ve just been like, I can feel the momentum that I am creating and I can still feel different ways. I’m in my own way. And also I can feel myself getting out of my way. I can feel myself untie my hands from behind my back.

[00:18:38] I did an episode on that a couple months ago as well, which is one of my favorite episodes I’ve recorded, I’d say in the last few years. That it was just such a good lesson. So highly recommend that episode if you haven’t listened. But just seeing like this is momentum and also just seeing like having a trend in signups of the numbers going down and down and down and down.

[00:18:58] And there’s lots of different reasons for that. Unrelated, none of them are related to my worth. To like what’s possible for me in the future. There are so many different factors We perfect ourselves to be all or nothing about it and just blame ourselves It’s because i’m not good enough I’m never gonna get there and being that self pity and we connect with ourselves through that self pity Or beating ourselves up or judging ourselves like we get our own attention and connect with ourselves that way Which is so interesting because it’s not enjoyable But anyway, just being like, okay now I’m like, I’ve created momentum enough after many months of like trying different things and like, what if I did it this way and that way and whatever, and generating a lot of energy, doing a lot of work on my own capacity and finding energy for the business.

[00:19:47] And for trying again, even when I felt like I didn’t have the energy to do that. And I just like seeing this launch. And choosing to see it as a sign that this is Part like this is a new Era, like i’ve turned not like i’ve turned it around And not this expectation like okay now the numbers should just go up and up and up But just being like I feel like the lessons that the last launches have been teaching me From the period where the numbers were decreasing i’m getting those lessons like this is a sign Then I’m beginning to put those lessons into practice and not just understanding them or identifying them, but actually actioning them and embodying them and making those shifts as well.

[00:20:31] So I feel like this launch overall, and I’ll go into a few more numbers, but overall, I’m really happy with the thing that actually surprised me though, was that I’ve never had this happen in a launch before, but I also did a different strategy. So what we had happen Was we had nine signups, so the launch was seven, I think maybe technically eight days long overall.

[00:20:55] Um, but what we had happen was all of those nine signups were in the first 48 hours of open card, and I offered a 48 hour bonus. Like if you sign up in that time period, you get a bonus one-on-one call with me. So. We had that, and that was a strategy I learned through a mastermind I mean from D. L. Chiron.

[00:21:17] It’s called Six Figure Liberation. So I signed up for that like, maybe like a week before OpenCart began. I went in, I was like, I’m just going to take what I can for this launch. And one of the things was that strategy. and just having an incentive for people to sign up at the beginning versus just being like, okay, I’m just gonna see who signs up at the end and there’s no right or wrong with that or like what way to do it.

[00:21:43] But I was just like, I love that idea of having that incentive early on and then also continuing to promote it as well. Uh, so I won’t go into that too much, but that was what I decided to do. I just decided on, you know, A bonus and we had every like I was surprised that we didn’t have any other signups during the remainder of the launch But at the same time it makes sense to me That anyone who was thinking about it if they were thinking about it that call that bonus Was incentive enough to have them choose to sign up earlier And then I have identified some things as well that I can continue to do during the launch Um in terms of overcoming objections I’m getting really specific with objections and different things like that, that I’m going to be experimenting with for future launches as well.

[00:22:31] But that was surprising to me. I hadn’t had it happen that way before, but I also hadn’t tried that strategy. I hadn’t ever had an incentive to sign up right at the beginning. So typically we would have, well, actually varied as well. If we had a few launches, like I think the one in December last year, no one signed up for the first like six and a half days.

[00:22:53] And then in the last like 12 or 24 hours, we had the seven people or how many of it was sign up. And then we’ve had launches where we have quite a few people sign up when the doors open, and then it’s typically quieter in the middle. And then we have quite a few people sign up at the like end period as well before enrollment closes.

[00:23:15] So it was interesting to have a different way of it playing out and just seeing how, um, yeah, just seeing how it’s not necessarily like, Oh, this is how people will sign up or not sign up or whatever. But like, I can also influence that, um, as well and choose how I want to do it and what approach I want to have.

[00:23:33] And I just love seeing it as like, there are so many options and what do I want to do in terms of those options, like what I want to pick. So anyway, Moving on to podcast downloads. So the main way that I marketed and sold the program was through a five part podcast series. This is a strategy that I made up about, well, in 2022 was the first time that I did it and just adopted like first principles of selling and marketing from all different places that I’d learned from.

[00:24:04] Then I was like, well, if it was easy for me to sell, I’d sell on the podcast. That’s how I sold out one on one coaching. That’s just where I feel most comfortable instead of having to try and get people to a webinar. I’ll just bring them to where they already are, which is on the podcast. And I’ll just sell on the podcast and I’ll do that.

[00:24:19] So that has been my strategy, my approach, and it has worked very well. So for this one, we did the series on the momentum or it was a momentum series. Focusing around the concept of having a momentum project, which we have been working on in PGSD and it has been life changing, business changing for so many PGS years.

[00:24:40] I have loved guiding them through that work of having the momentum project and then momentum time for their business and just like thinking about their business in a different way and moving from weekly thinking to project thinking and like. It’s been so good. It has been so good. So I did a five part series And i’m just going to share you can scroll back and see the episodes you listen to them still Um, i’m going to share the downloads.

[00:25:03] So episode one. This is how many downloads we had when cart closed was 828 downloads episode 2 was 780 episode 3 was 716 Episode 4 was 701 episode 5 was 705 and then I did two interviews One with Arielle which had 649 downloads one with Jen which was a replay of a previous like we did that Interview maybe a year or so prior.

[00:25:29] So I re released that that had 607 downloads and I also did an episode Just a chatty one on like creating the willingness to go all in that was 530 downloads as well And so something that came up for me as I was reviewing the numbers was that I feel like it, like, as I mentioned, the podcast series has worked so well.

[00:25:50] And also my brain wants to be like, Oh, but is it doing it the right way? Like, should I be doing a webinar or whatever? And I’m going to be playing around with them, like experimenting with having other things that I’m doing as well. But a big lesson, just like overall for me in business has just, and I talk about this quite a bit.

[00:26:07] But I just get at deeper and deeper levels of like, there’s no right or wrong way to do it. Everyone is sharing with you their recommendations. What has worked for them? What has worked for their clients? And in an attempt to make it easier for you to like understand what’s going on. and to have success as well.

[00:26:24] And also when we take that with our perfectionist brain that has a habit of making us wrong and we start to latch on to like, well, what this person said is right and what I’m doing is wrong. And then we get very confused because everyone’s saying different things. So we’re like, well, now I’m so confused because what do I do?

[00:26:39] Because this person said this thing and that person said that thing. And it’s like, well, they’re all right. And you can be right too with whichever way you choose. And so just owning that, I do things differently and it works out and that had never been A self image for me like I just saw myself throughout school and all that like as someone who follows the rules And like I don’t kind of like make a fuss or like stand out all those different things And I just like go with the flow and like do what is expected and having a business has really invited me to shift out of that self image of Just thinking that I’m like everyone else because I don’t think I ever have been but in in a true sense I’ve definitely been able to like fit in in different situations Like many perfectionists are but just owning like I actually Do things in a different way And i’m at my best when i’m just trusting myself with that and this podcast i’ve talked about many times this podcast itself Was built on that whole premise and idea of like i’m just gonna create the podcast.

[00:27:45] I want to create And even though there are all these people saying like these are the best practices or like don’t do this or don’t do that like I enjoy that in a podcast so I’m gonna do it or I don’t enjoy that in a podcast so I’m not gonna do it and just like really trusting myself with it and doubling down on that has been such a powerful thing for my business and taught me so much.

[00:28:06] And then my brain, when it wants to go to specific things, can then be in this like, Oh, but we can’t like, it can’t be that easy. Like we can’t just keep doing that. And then it wants to go into like this strategic kind of thinking versus Really coming up with a strategy from a place of self trust. I want to come up with a strategy from a place of I’m wrong and someone else is right and I need to catch up because I’m behind and all of that kind of thinking.

[00:28:31] So with that said, I noticed myself with this launch, like in the lead up, just thinking about like not really owning The skills that I have with the podcast and that it works best when I do it really easily and all these different things and just kind of like this subtle like making myself wrong about it.

[00:28:50] But also fundamentally, I was having the beliefs as well. Like, I need to talk about something other than power planning. I mentioned this in the part one. Of thinking like okay, well like it’s pgsd and this has been like, oh my god I’m tired of the debate in my head about and I feel like i’m I just I know and i’ll talk about in this episode.

[00:29:09] Like I know what what’s what now? Um, but I just feel like i’m clear on like an It works to have PGSD be focused on taking action. One of the core tools for that is power planning. And then, and this is a downstream effect of not doing lead generation and content creation, which we’ll talk about as well, but then I’m like, Oh no, it has to be something else other than that.

[00:29:33] And just like I need to update it and make it new and talk about a new angle and things like that Versus just letting myself continue to talk about it in a way that has worked and have new people be exposed to the program and Yeah So I’ve just been and for this launch was in a thought of like I need to talk about something other than power planning You’ll literally hear me say something like that thought in the pre launch episode or like the part one And also having the thought of like I just need to create something and get it out there.

[00:30:02] I mentioned in part one That I was just Like feeling behind and that I should have created the content sooner Um, i’ll talk about the scarcity cycle again because in a second, um, because this will really start to bring it together But anyway main thoughts with podcast was I need to create something to just get it out there.

[00:30:22] I need to have a new angle though I can’t just like talk about the things i’ve already talked about And just being in this place of like, I know how to podcast, but also does it really work? And just this like kind of ambiguous place about it. But I think ultimately helpful thoughts when it came to the podcast, believing that I know how to sell from the podcast and things like that.

[00:30:40] So those are the stats. I know I’m kind of messing it all together. The stats of the, the thoughts and the things like that, but that’s just how my brain works. Email. So I sent a lot of emails during this launch and I loved it. So so so so much so my main thoughts were I have a lot to say I want to make sure they know about pgsd and that they’re invited in I was really thinking about the person who wants to hear About pgsd not the person who doesn’t want to hear about pgsd So we didn’t like I wasn’t aware of unsubscribes or tracking that or anything like that I’m, really just thinking about like the email list Is a tool for me to help people the ultimate way.

[00:31:17] I help my person Is through email is by having them inside PGSD, actually getting to work with them. And I’m going to sell the same way that like, if you follow a handbag brand, they’re going to sell you their handbags. Like it’s, it’s not just like here are free handbag care tips. Like you’re there cause you want to.

[00:31:37] You want the thing, you want to buy the handbag. And in my case, the thing is getting the transformation, overcoming the perfectionism that is stopping you from taking action and stopping you from selling so your business can actually grow. So I feel like, and I’ve, I coach a lot on this in PGSD of like, I don’t want to send too many emails.

[00:31:52] I don’t want to bother people. There’s a lot of perfectionism. Um, again, that comes up with showing up and taking action and also selling. And email can really bring up a lot of those thoughts of like, I don’t want to bother people. And like, this has to be so like valuable and unique and original and perfect to even be like worthy of their inbox, better not to email at all unless I have the perfect thing to say.

[00:32:13] It could take hours and hours to write an email newsletter. Um, and also what I tend to see is just in general, a desire to send only a very small amount of emails. And coming back to what I was saying before. about to an outsider what result would be expected from the action you took. And a big thing that I see is that you simply aren’t telling enough people about what you’re doing to be able to create the result you want.

[00:32:40] So like getting disappointed that you have no one sign up, even though you’ve sent like two emails about it or 10 emails about it. Typically, it’s more like two emails about it. It doesn’t make sense objectively from the outside to be disappointed in that because that is a result that would be expected if you’ve sent to people, unless you’ve done like a lot of, um, really like a lot of warming up and like pre selling.

[00:33:04] So you’re still going to be having emails selling it, but it makes sense that no one’s signed up if you haven’t really told anyone about it and you haven’t really sold them on it. And if you have typically, I see if you send those emails. They’re just like, Hey, by the way, I have this thing. You probably won’t find it helpful.

[00:33:18] But if you do and like that kind of energy because of the perfectionism. And so it’s just like a thing to look at. Like, you’re probably just significantly under underestimating the volume that you need to communicate about what you do. And it’s going to feel like way too much for you because you are experiencing all of the communication because you’re the one doing the communication.

[00:33:40] The person on the other end, they’re not opening every single email, they’re not seeing every single post. And if they are, it’s because they enjoy following you and they want to hear it. And so anyway, there’s just a lot of perfections that come up with email. And I feel like I have really come like, oh my God, miles and miles and miles with the perfectionism I have around email.

[00:33:59] And it’s really something, um, I’d say it’s still like, Um, and working on overcoming perfectionism, but really in an advanced way with the email stuff, um, and not in the same way that my clients are experiencing it now, I’ve learned those lessons. I can teach them in my sleep. So, anyway, I had the thought, I have a lot to say, being iPGSDSE makes such a difference for them.

[00:34:21] It’s quick and easy for me to write emails. I can write a lot of emails quickly and easily. And also, um, really wanting to just not think about like how many emails I have to write or whatever. But like naturally, what is the number of emails that comes out when I say all the things that I want to say?

[00:34:39] That number ended up being 70 emails during the launch and pre launch. So the pre launch was, um, it was a lot more condensed. I condense it down because I hadn’t done things ahead of time, which is like, okay, here’s the new plan. But, um, that was basically 70 emails over a period of two weeks. Previous launches we had done about 30 emails in total over two to three weeks previous, previous launches.

[00:35:06] It was like, 10 emails over that time and really the, um, and if you’re listening to like, Oh my God, that’s so spammy. Looking at your perfections around the email list stuff would be so helpful for you because we’re talking about people who have consented to receiving these emails. Who want to receive them who can unsubscribe with the click of a button at any point in time.

[00:35:29] And we had so many emails. Like I know I haven’t sent enough emails if we haven’t received any emails from anyone being like, Oh my God, unsubscribe me. Like that’s always assigned to me. Like, okay, I’m actually fully communicating about it. So I love getting those emails. And also we always get thank yous of like, thank you for like selling me on this and believing in what was possible for me and like fighting for me to be in here and like selling me on.

[00:35:54] This program so I could get this result and we have people as well being like thank you for all the The reminders for the final day because I was undecided about it And you answered the question that I had like all these different things so Anyway, i’ve worked up to that over time and i’m not sure exactly how many emails we’ll do in the next launch I’d love just approach it like okay.

[00:36:13] What are all the things I want to say and then how many emails? Does that naturally end up being versus I have to write X number of emails. So what am I going to say? I just found it so much easier to be like, here are all the things I want to talk about. Here are all the questions I might have. Here are all the beliefs that might have them not sign up or not believe it’s possible to go from showing up inconsistently and trying all the things and trying to content calendar and trying time blocking and trying to be more motivated to believe in you can actually show up consistently and be showing up fully and be out of your own way.

[00:36:42] Like What is stopping someone from believing that’s possible and like all the different things. I’m like, what I want to say about that. So that’s why it ended up being 70 emails. And we had the open rate of about 24 to 32 percent by the time it got to close cart. So typically it closed cart. The average open rate was like 28 percent or 30 percent and the 24 percent emails were the ones that had been sent in the previous 24 hours.

[00:37:09] So Instagram, we had 18 posts that went out and these were almost all of them. I’m pretty sure all of them. were repurposed emails. Emails that I’d written and then, um, Daisy on my team had created as poised. We did a few testimonial ones that went out as well. I showed up on stories. I can’t even remember.

[00:37:30] I didn’t go back through and look at the stories that I created during this time. Um, but yeah, I’m so blanking on what I even shared about on stories. Did I share? I think Daisy helped me out with like, um, creating, what’s it called, like written things that we’d take some emails as well and do stories like that.

[00:37:49] But we had, and I’ll talk about this all later, but we had, um, So with the stories around one to two hundred maybe three hundred story views with occasional like increases up to a thousand and I have 55 point something thousand followers on Instagram and the And I haven’t bought followers in the sense of all I bought them with my time and effort putting it to instagram And also i’ve done as well Over different times like I write the quotes on instagram and like running ads to those and having a story out actually Um, that is like, Hey, you perfectionist, and you’re building a business, like come and have a look at my account.

[00:38:31] And we’ve had a lot of people who’ve seen that ad and have come and signed up for PGSD. Um, so that has been how I’ve grown my following. And also because I haven’t been engaged with Instagram, it hasn’t been engaged with me. Like because of a lot of thoughts I’ve had about Instagram and I’ve cleaned them up recently, it’s been so good.

[00:38:49] Um, but because of the thoughts I was having about Instagram, And really just showing up during launches and not showing up in between launches It makes sense to me that would be what the engagement is and like on our poise a lot of them were Selling as well. Some of them weren’t but a lot of them were because it was a launch period And so we had maybe like like 5 10 likes on them 30 likes on them Like quite in terms of proportion of followers quite a low engagement um On them, but I know also people Signed up from Instagram as well, but I didn’t post once the launch was complete.

[00:39:28] I’ll talk about that That in a second as well and I did live streams. I did three live streams on Instagram I think I maybe had like 10 people live with me I just I don’t know if I even announced it should have looked at this But anyway, I did that and then reposted it as well on my feed. And then, um, I did, maybe I deleted some of those after the fact.

[00:39:52] Anyway, I can’t remember. You’ll see, you’ll know if they’re still on my feed or not. Um, or if I archive them, I’ll talk about that in a second as well. Um, and I did an open house call as well, just for anyone who’s interested to come to a call and I’d share about the program, show them what it looks like, answer any questions.

[00:40:10] So we had three people. Um, so that was like what things look like in terms of downloads and numbers and different things. There’s more numbers that I could go into, but I think that’s just a good high level overview. So now I want to go into thoughts that worked, thoughts that didn’t work, and I want to talk about the scarcity cycle.

[00:40:36] That’s the main thing I want to talk about. So the thoughts that worked and helped create this result. And it’s so important if you’re debriefing. to find the sufficiency in the launch. I did a whole, like, this was a theme of the launch that I did in December 2023 was when I really started to get the lesson of like, Oh, like the launch I did in January, 2022, when we had the 50 signups or 51 signups at that time, I was like, I didn’t hit my goal of a hundred.

[00:41:06] And like, I was just in the, like, Insufficiency of it and then I essentially went about for two years trying to reinvent the wheel with the launch because I thought like the launch should have been better and we should have had more signups where if I look objectively 50 signups Which was about, in Australian dollars, 250, 000 in revenue.

[00:41:23] Um, in US dollars, I can’t remember exactly, maybe 150, 000? Can’t remember what the exact exchange rate was at that time. But that was the most successful launch that I’d had. And my perfectionist brain just went to, but it wasn’t good enough. And then I spent two years. Two years. That’s not an insignificant amount of time.

[00:41:43] Two years trying to get better at launching. And then I would say I’ve spent another extra time between, what is it? Nine months, 11 months, like this year. Still being in that but being aware of the pattern. I’ll talk about that soon. So Anyway, you gotta find the sufficiency and what worked and what went well not just the actions But what were the thoughts that worked?

[00:42:11] What were the feelings that work because any action you had that worked? If we look at like we want to see like what’s the most upstream thing? It’s your thoughts And feelings. And then also above that, your identity, your self image, your self image will determine what feeling is generated by the thoughts that you have, if you believe them or not, if they actually connect with you and create a helpful emotion or not.

[00:42:36] So thoughts that work for me, these were some of them. I know how to create a podcast series that sells. I know how to run with new strategies and make them work with like with the 20, uh, Sorry, the 48 hour bonus. I was like, okay, i’m gonna decide what it is. I’m gonna do okay Was it in this like what’s right or wrong?

[00:42:51] I’m just like this i’m just deciding and we’re going I know that PGSD gets my people incredible results. I think like ultimately a thought that really works is I have A foundational belief in my program and I’ve talked about this in different launch debriefs too That because it’s so easy for to be like and most people won’t say like oh, you know That wave is sometimes or whatever that like there have been different periods especially because my perfectionist brain can just constantly see room for improvement.

[00:43:19] Like I want to do this, but I want to do that better. And so it’s very easy if you’re a perfectionist to not be in love with the thing that you sell because of that perfectionist thinking where you were just so focused on the flaws that you don’t see all the incredible things. So I’ve had to do self coaching and like selling myself on that.

[00:43:38] And That has been such beneficial work. And it’s like, it’s so interesting too. I see this in so many of my clients that like they are getting people amazing results and they don’t believe it’s like they don’t actually believe the evidence that is right there. So it’s not like are you deluding yourself into thinking like people get amazing results or it’s helping people like so many people who would benefit from doing that kind of self coaching or like getting coached on it.

[00:44:04] They have the evidence, but because of their self image and the way they’re thinking, they’re not actually allowing themselves to see that the thing that they have is sufficient. So they’re not feeling confident selling the thing that they have. And they’re spending all this time trying to change it or like tweak the messaging or all these different things when it’s like actually the thing you have, even though your perfectionist brain can only see the flaws, everyone else thinks it’s amazing.

[00:44:25] Like the person you are here to help or like your customer or whatever, they see the good things. Not the bad things. Could it be improved? Sure, always. But it’s not a piece of shit like you tell yourself it is. So I’ve had to do that work on selling myself on that and really like reconnecting with that because it is so easy for my brain to not believe that because of the perfectionism.

[00:44:48] Writing emails is quick and easy for me is another thought that I have and something that I did specifically with emails is that this time because sometimes I like write an email and I’m kind of like figuring out what I’m trying to say as I’m Going in through the writing process, but what really helped me Was just like briefly in a couple of sentences just like jotting out in my own words to myself What the key takeaway from the email was going to be And if there was a story to support that like just a few sentences of like this is where i’m getting to And then i’d write from that place Versus what I just kind of like weighed into it and i’m like I have this story and i’m not sure Exactly yet what the point of this is or how i’m going to bring it together But it’ll come together through it.

[00:45:29] It always takes so much longer to do it that way So that was something that helped as well. That was supported by and flowed from me believing that it’s quick and easy that I found ways for it to be even quicker and even easier. Every piece of content is part of a bigger conversation like nothing’s make or break disbelief of like, I’m just sharing lots of things and the person on the other end will come into contact with some of it or most of it or all of it and like there’s nothing that I could say that’s gonna turn my ideal person away.

[00:46:01] It might have them not sign up for this time or whatever, but it’s like, it’s all just part of a bigger conversation versus in some launches. I’ve been like, every little piece of content is make or break. Like the podcast has to be perfect. The email has to be perfect. The post has to be perfect. And that has resulted in a really low volume of content, which I talked about earlier.

[00:46:19] If you have a really low volume of content. then most likely you’re not going to have any sales. Like most likely you’ve just under communicated about it. And so having that belief of like a big mantra as well for me, bad selling is better than no selling. Same thing. Like it’s better for me to sell it bad than for me to not sell it at all.

[00:46:38] That helped me create a sufficient volume of content so that I could also see like, where am I clear and compelling? And where am I, like as I’m talking in some of the Instagram lives that I archived, right? And probably they were fine. But I was like, I, I really don’t know what I was saying in that. And I looked back and I was like, I really, I’m not sure.

[00:46:59] But through the process of doing that live. I saw, actually, I want to spend a little bit more time thinking about this thing, or maybe next time I can approach it from that way. And like, it gave me clarity, not maybe like, Oh my God, like, I’m not good at this or whatever. Just like, Oh, this is just like, the more I show up and share the more awareness I have over what actually genuinely needs to be improved and what is completely sufficient.

[00:47:23] Cause sometimes it’d be like, Oh, I thought I had nothing to say. And I like had this whole thing come out. Sorry, that is how work ends. Yeah, having that thought, bad selling, that was a key mantra I consciously said to myself throughout the launch. Bad selling is better than no selling. If I have an idea, I’m just gonna do it.

[00:47:41] I just need to start showing up and sharing and selling again, even if I get it wrong. I love launching. That’s just a belief that I have, that I’ve developed, that I’ve fostered. Exercise is a priority, even though I don’t feel like I have time for it. Like, I was really making an effort to care for myself with exercise and with other things as well.

[00:48:00] And I love figuring this out. That was really a, um, a key one that I know, I’ve coached clients who are like, I have this identity that I’m the kind of person who can figure it out. But they don’t also have this identity of like, I love figuring it out because they want to just always have it figured out.

[00:48:16] Past tense. Not like, I love the process of figuring it out, which includes periods of me feeling like it’s not working. me feeling frustrated, me, me not getting the results I want. Like I love being engaged with this and figuring this out actively, like being in the process of the figuring out. I don’t just love when I have figured it out or I don’t just believe in my ability to figure out, but I actually enjoy the process of figuring it out.

[00:48:42] So I just loved having that. Like, I love figuring this out. I love learning more about launching. I love learning more about my program. I love learning more about the people that I’m helping. I love figuring this out. Some of the thoughts that didn’t work, creating content between launches isn’t important.

[00:48:59] I don’t have time to create a content system. I need to do everything for Instagram myself. Also, a lot of these thoughts that didn’t work, I went back to my power planning and I reviewed my actions. Um, because when you’re power planning as part of the second step, little tweaks, you will update your calendar to roughly reflect what actually happened so that by the end of the week, instead of just having all these things you didn’t actually get done or whatever, like your, your power planning becomes this, um, opportunity for you to self reflect and study yourself.

[00:49:31] Um, and I love doing this. Like so often I scroll back over like years, um, and I can see trends and themes and just like. It’s so good when you do it over a period of years. I’m obsessed. Obviously it’s one of the main tools that I teach and have developed. Um, but I went back through and looked at like how I was showing up and what I was working on and what my clean rest was like.

[00:49:54] And like was I working in my workhouse or different times because your actions will reveal your thoughts. That’s why I love power planning as well from a mindset perspective, my actions, actions. Reveal what I’m thinking and so I’m able to self coach on and get coached on so many things that I wouldn’t be able to because I have this awareness through being more aware of my actions.

[00:50:17] And also, I get to really see what’s working as well in a way that I don’t when I don’t have that awareness. So anyway, I went back, I scrolled through. For all of this, the thoughts that worked and that didn’t work, I was like, what was I thinking when I decided to do that thing? Or what was I thinking when I decided not to do that thing or to work on that 80 percent of the way there?

[00:50:35] And then I, I changed, I never completed that project or whatever. So creating content between launches isn’t important. I can see that because I didn’t spend time creating content between launches. I kept in my power planning, putting like an hour at the end of the week for Instagram content, but I didn’t actually have time The system in place that meant I could create the content in that time.

[00:50:58] And so then I just put it off because I didn’t actually have the time to do it. And I like, I knew I wasn’t being reasonable with myself. So what I have done post the launch is actually. Fix that problem at the root. So I’ll talk about that in a sec. Um, I don’t have other thoughts that didn’t work I don’t have time to think about lead generation and growing my audience.

[00:51:19] I have, this is a key, key, key, key, key one I have to have a big launch so I can get the business back to where I want it to be There’s like all or nothing. I did this initially when I was, um, first wanting to make a full time income from my business. Then I was like, if I just have this big launch and then I’ll be able to make, I think it was like 50 essentially like the salary, the salary that I was making in my full time job.

[00:51:45] I’ll be able to have a big launch and make that amount of money in one go and then quit. And that just like, it had me put so much pressure on the launching, then not actually be able to have great ideas, not be able to execute on them because of all that pressure, and then just being in this cycle of like frustration.

[00:52:01] And once I was actually like, oh, wait, how much money do I actually need to make? And what would it look like? to Not just have it be from this one big launch, but I started Um after I realized that this one big launch mentality was really not helpful But I was like, okay What if I just started little by little saving every week and putting money aside for and like all these little Incremental steps is what got me there versus this like I need to have this one big thing that fixes it all kind of like it’s almost like gambling like if someone’s gambling and like I just need to like win big and i’ll like fix it all it’s kind of that mentality And I could feel it with this launch like I just need to have a big launch So I can get back the business to where I want it to be and then I’ll be good And it sounds so like reasonable to think that and I probably I’m sure if I said that to most people I’d be like Yeah, that makes sense.

[00:52:50] But actually when I think that thought I feel pressure and then I don’t show up in a way that creates a big launch. And then I’m like, okay, well I really need a big launch now because things aren’t where I want them to be. And it just like reinforces it. I’ve got to get the launch right. It’s embarrassing that my launches have been failing and the business isn’t doing well.

[00:53:12] I mentioned that or doing as well. Um, I mentioned that that’s part of why I wasn’t doing the launch debriefs. Also, I knew that. I did need to focus on other things as well in the business, but I think ultimately I was just feeling like I don’t want to keep sharing these launches where I’m just having the numbers go down and down and down underneath it.

[00:53:33] That wasn’t conscious, but I think like that was the thought behind the thought, so to speak. Um, the way I do launches doesn’t work anymore, but I don’t have time for what does. We often do this to ourselves as perfectionists. We’re like, well, what I’m doing isn’t right, but I don’t have time for what is right.

[00:53:50] And so I’m just going to stay in this place where I’m like. not actually doing anything at all, but I’m just productively procrastinating on things that hopefully maybe will work out. Um, I don’t know what to prioritize. That was a big thought for me, which is really interesting, especially as I teach a lot of prioritization and I do know what to prioritize, but I was just in this thought of like, I don’t know what to prioritize, which was really interesting.

[00:54:14] And I can see that coming up through my power planning, my power planning in the launch itself and in the lead up to the launch. was a lot less, um, like a lot more sporadic essentially and like, that’s always a sign to be like, Oh, what, like, why is that that I’m avoiding my power planning? Because I know when I’m power planning, I get so much more done.

[00:54:36] I feel so clear. I like, I make such great progress. And it’s always, like, when I’m avoiding the power planning, there’s some kind of thought like that of, like, I don’t even know what to be working on. It’s not going to make a difference. It’s kind of like apathy or, like, this scatteredness and things like that that are just coming from my thoughts about, like, I don’t know what I’m doing, I have to have this big launch, then I have the pressure.

[00:54:59] So all of that, I don’t want my business to be seen by more people until I’m succeeding again, which is such an interesting one. It’s like I don’t want to go to the gym until I’m more fit. Like, well, you go to the gym to get fit. Um, and the same with this thought, it was really interesting that this thought wasn’t what I was consciously thinking, but when I was looking at my actions and inactions, where I was putting my time, where I wasn’t putting my time, I was like, I can feel there’s this, there’s this belief of like that.

[00:55:29] Um, I, I don’t want to be, kind of like, I don’t want to be seen more while I’m failing. And there’s this whole concept of feeling like I’m failing, which I’ll talk about in a sec. It takes too much time to post on Instagram or to create content. I don’t know what to say and in brackets like I don’t know what to say that’s right.

[00:55:49] Like I have all the things I could say but I don’t know what to say that’s right. Um, was a big one. I don’t know what the messaging is for PGSD. Just like a lot of this like I don’t know energy and this like almost I feel like when I’m in that it’s kind of this helplessness of like well I don’t know, I don’t know and I’m trying to know but I don’t know and like the self coaching I do isn’t as productive and unless I actually address those thoughts head on.

[00:56:10] I also noticed and this was something that I picked up, and then I will talk about the scarcity cycle because it brings it all together, um, but I, when I was, so I’m in currently two masterminds at the moment, but when I was getting coached, or going to get coached, that I wouldn’t actually bring the, most vulnerable things to get coached on or like the direct thing to get coached on that I’d bring more like intellectual questions or still like things that I was struggling with, but not like the thing that I was struggling with.

[00:56:41] And just in the last month particular, I’m like, I’m going to actually just bring like my messiest thoughts, the things that I really think like I should have it figured out by now or whatever. I’m like bringing the actual things to the coaching call because as well, when I’ve had the most growth in the business, it’s been when I’ve been the most open and vulnerable in the coaching that I’ve gotten.

[00:56:59] But then when I’ve been in this thought of like, I’m failing and all of that, then I haven’t wanted to have any more feelings of that. So then I’m like, well, I don’t want to get any feedback that I wouldn’t be able to, um, handle, so to speak, not even thinking of this consciously, but just noticing the pattern of I haven’t actually been as open and vulnerable and coachable as I need to be.

[00:57:22] And so even this morning I was getting coached. I was like, Oh, like, I don’t know what to get coached on or whatever. Like, I do know what to get coached on. I just don’t feel comfortable. And not in this, like, I need to push myself, but like, Oh yeah. Like part of it is sharing with someone, like the thoughts that you think, um, either like, you know, better than to be thinking, so to speak, that comes up a lot for, for perfectionists.

[00:57:43] Um, or just like being embarrassed about what you’re getting coached on, like the content of it and things that I’m like, I’m just going to share it all. Like, I’m just gonna. Get coaching on the actual direct thing That even if I don’t feel like I mean I need coaching on it if I keep thinking about it I’m gonna take it to a coaching call.

[00:58:00] I’m gonna get coaching on it Versus just trying to like figure it out myself. So that has been a big thing as well And a shift that i’ve made so I want to talk about the scarcity cycle and this is really just like bringing it all together I’ve been weaving it in and out. Maybe it would be more helpful to talk about this straight up but I noticed that I have been in this cycle, and I’m going to call it the scarcity cycle, and, or maybe it’s better to be called the I’m failing cycle.

[00:58:31] And it’s not because the circumstances are I’m failing, it’s the identity is that I’m failing. The identity is that I’m not being successful or as successful as I used to be or I want to be, but here’s what the cycle looks like. So I decide that I want to work on foundational things like lead generation and content or foundational finance things like, um, financial tracking and things like that.

[00:58:55] I start working on it. Then I get stressed out and feeling about like either lack of money or like basically this feeling of like things aren’t where they need to be and I need to get them on track and I need to, particularly in terms of like finances, I need to make more money. And I need to do that right now.

[00:59:15] Then I move my focus to doing a bigger, better launch. Then I make enough money to be okay. Not that I wasn’t okay without it, but it’s like, again, it’s all about the perception of where you are. Make enough money to be okay. And, but it’s not the big launch that I want it to be because it’s typically like, okay, we need to do this right now.

[00:59:32] Okay. This is what we’re doing this week. Then feel relief for the moment, zoom out and see the bigger picture. Then going back to the beginning, decide to work on foundational things, start working on it, but then get stressed. Stop working on those things, move focus to a bigger, better launch, make enough money to be okay, feel relieved, zoom out, decide to work on foundational things, and so it continues.

[00:59:54] And so, just seeing that cycle for myself, I’ll talk about the stages of it, and like how it’s kind of been like a two year process of getting out of that cycle. But the underlying identity or self image is, I’m failing, I knew what I was doing and now I don’t, I need more time to get myself back on track.

[01:00:13] The business isn’t successful anymore. I just need to have one big launch to get things back on track. And then I will have time for the other stuff. I don’t know how to make money anymore. Um, it just felt like this real, like loss of self, uh, in a sense of just feeling like, I used to be someone and now I’m not that person anymore and like not in a good way And I think part of it and I’m talking about this with the pgs here.

[01:00:38] It’s called the Dunning Kruger effect and basically like when you don’t have much How can I describe this? The way that it works is this graph. You can Google it and see what it looks like, but in the beginning, typically, especially with like something like a business confidence. And I’d say for me, confidence was very low because of the infectious, I was very insecure, but you have like this hope and optimism, like that hope and optimism is high, but your competence is actually low.

[01:01:09] Like your competence is quite low. You haven’t. Like had any practice like gotten skilled yet But you have a lot of hope and optimism typically like a lot of willingness to try things and put yourself out there driven by this Like possibility you haven’t got any track record Of failure yet. You just are like full of hope And possibility and optimism which is why so many perfectionists struggle to get started and make those initial decisions about like the business model the business name the offer, all those things, because then you get to stay in the hope and optimism and you don’t have to move into the next part of it where you are increasing your competence.

[01:01:44] But then through the process of that, you realize there is a lot of things you don’t know. And so your confidence will actually decrease even though you have gotten more competent and more skilled simply because again, You have literally learned more and understood what’s actually involved to be successful.

[01:02:07] You will feel less confident, even though your competency has increased. And then over time, you will, as you continue to develop your skills and show up and practice and do all the things, then you will have the confidence and the competence. But oftentimes we can just be like, Oh, I used to be so confident and now I’m not anymore.

[01:02:28] And like, I’ve, I’ve gone backwards or whatever, or I used to have so much hope and willingness and optimism. And now I’ve gone backwards. It’s like, actually you’ve moved along, you’ve gone out of, and it’s such, you have to applaud yourself for it. Like, you’ve moved on. If you’ve moved out of just the hope and optimism and moved into the doing and showing up, like, yeah, it’s going to be a bit of a rude awakening that there is more required than you thought there would be.

[01:02:52] And you can only learn those things through the doing of it. And like, actually starting to be like, Oh, I didn’t realize I’d have to learn this, or I didn’t realize this would be, you know, A big mindset issue for me like perfectionism for me. I didn’t even know that was a thing I was going to come up against in my business.

[01:03:06] I didn’t even know I was a perfectionist. So I just wanted to mention that as well because during this time of me feeling like I’m failing and all of that, I was getting more skilled, more competent, more mature as a As an entrepreneur in so many ways and as a coach as well maturing so much but because of The self image and like that perfectionist thinking of like unless i’m perfectly succeeding It’s just this constant Up and up and up and like being more and more and more successful every single time that i’m completely failing like I just had Such a warped image of what it looks like to be successful as an entrepreneur that when I’m having a completely normal experience, I had been making myself wrong for that.

[01:03:55] And this is why like, having a community around you and like other people who are in the thick of it and aren’t just like Either not in a business at all and giving you lots of business advice as everyone does It’s very easy to give advice from the sidelines like you should just do this Or they’re just you’re around a lot of people who are like just in the hope and optimism and they haven’t yet moved themselves Into action or like making decisions and executing those decisions That it’s really easy to do that To just feel like you’re alone when you’re feeling and when you’re struggling and when you’re Having a really hard time and for me like being in masterminds as well with other people Who were going through a similar thing really helped me to be like, oh, this isn’t just me and Like yes, there are things I need to do and work on and whatever but like the biggest issue Is my perception of myself because I could see that other people thinking similar things were very successful and we’re doing really well But they were having very similar thoughts.

[01:04:51] We’re like, Oh, I get it. And like, it’s also been a process to bring myself out of this cycle of, and again, underpinning it, this self image of like, I’m failing, I’m not doing good enough. Like I used to be more successful and now I’m not to actually be like, Oh, actually I am succeeding. And part of success is ups and downs.

[01:05:11] And part of success is learning new things and it’s going to feel like a step back. And then you take a massive step forward. And when I zoom out, like, It is the upward trend for sure. But when I’m zoomed in and looking at the week to week and the month to month, and even the year to year, there are the ups and downs and that’s normal.

[01:05:30] But just the perfectionist thinking and the all or nothing thinking about what the entrepreneurial experience should be like, had me feeling like I was failing when I wasn’t, when I was actually just having such a normal experience. And also at the same time, navigating a really challenging time personally with having the twins and like just navigating going from one child to three child, three childs, three children.

[01:05:58] And I know so many of my clients like have different circumstances than that. Some are moms and parents. And they’re going through the things that are involved with that and that’s like impacting their personal life and then their business as well But also just other things health issues looking after parents like having a busy job all the different things that We can just be in this illusion Such a big illusion of like I should just be on the up and up especially like if I’d struggle before and now that I’m like Especially if you’re someone like me and you’re teaching people about Transcribed building a business or mindset or the things that it’s like, Oh, well, I should have learned this by now.

[01:06:36] I shouldn’t be struggling with this anymore. And just all that shooting and perfectionism and like, all of that is just so unhelpful. That was my experience at least that when I felt like I was failing and therefore I couldn’t trust myself to slow down and work on the foundational things because I couldn’t trust that I could actually Make the money when I wanted to make the money and that it would pay off and that I could choose Something to work on that would actually result in the result I wanted So then I was just in this cycle of like I need to do the foundational things Oh, but I can’t because I have to quickly make money now oh, but then now I don’t have time for the foundational things and then like Initially that not being a big problem, but then longer term Um, as I did less and less and less lead generation and creating, um, new content and new concepts, um, and doing foundational finance things and things like that, then each launch as well was getting harder and harder and harder because there are people leaving my audience and not as many new people coming into my audience.

[01:07:39] And not as many new people coming into contact with what I do, so then it’s harder to sell it as well, just in terms of the sheer numbers of things. Like when I shared about podcast downloads, um, before we had 828 downloads of episode one in the momentum series in that, um, podcast series where we had Um, the 50 signups, um, that was the planning series.

[01:08:01] We had 3, 866 downloads. So over four times the number of downloads on the first episode in the series. And just looking at like, it’s not like, Oh, well I’m not good enough or whatever, but like proportionately, like it makes sense in a way. Like if I had 50 signups and about 4, 000 downloads on the podcast and then I had nine signups.

[01:08:27] And about a quarter of that on the podcast, like it makes sense that like the number of signups was about a quarter or just less than that, like roughly the same as that. Um, so I think that’s just really interesting to look at as well. Um, but just seeing that this cycle of feeling like I don’t have time to focus on the foundational things because I have to make money now.

[01:08:51] Because I can’t trust myself to do that, like I can’t trust myself with it. So I have to be in that action and like Trying to action my way out of the feelings instead of feeling the feelings Like instead of just feeling the scarcity and increasing my capacity to feel scarce I wanted to like take action from that and just like Do something.

[01:09:11] I just feel like I’m doing something and kind of just being this like functional freeze Um, I talked about this in previous episodes of just like feeling like I needed to unfreeze myself Even though I was still working and like in 2023 I felt like I worked so hard but also I was kind of like just in this, um, this functional freeze of like Still functioning and like doing things and working on things, but I wasn’t, I was frozen on the things that really mattered in the business because of all this pressure from the perfectionism that I was like, okay, well I really need to get it right.

[01:09:45] I really need to figure it out. And then that pressure would just make me freeze and then not do the exact things I knew I needed to do and not then take the fact that I wasn’t doing these things to a coaching call and getting help, just like being frozen on the doing, frozen on the getting help and still like I have.

[01:10:01] A lot of credit I need to give myself for continuing to show up, like, continuing to put one foot in front of the other. I feel so resilient and so strong for, like, I have kept going and so many people would have quit in this situation. And I have kept going and I still, I would like to say, for the most part, I still have a positive attitude about it.

[01:10:29] I don’t feel like I’m cynical like yeah Business just doesn’t work and like the economy or whatever like no like i’m solving for this. I love figuring this out I love keeping on going And I am going to keep on going so That is a cycle that I’m now going to talk about the stages of getting out of this cycle and like what it has looked like as well.

[01:10:50] Because this, and I know a lot of my clients as well, I have, like can see this and just perfectionist entrepreneurs in general, when you’re like, but I have like foundational things I need to do, but then I have like, but I also need to make money and also need to fix that. And you’re kind of just like torn between long term and short term things.

[01:11:07] And then you don’t really fully do anything like, so for this, with the launches, Especially in 2023, what was happening, there’s so much pressure on the launchers to do well, that we would spend so long like planning the launches and like, we actually, in terms of like action taken towards it, would take very little action, but there was a lot of thinking about it, a lot of trying to perfect it and have the right this and the right that and the right that.

[01:11:32] And it meant that like, we didn’t have time for lead generation, we didn’t have time for the content things. It was all we did and I stopped. Us as a team from working on it and it just like Then it really got harder And then it’s like okay more pressure on the next one And so this is how I’ve gotten out of this cycle and I feel like I’ve like really emerging from this And so this is just in general how to get out of any cycle But first of all, you’re not gonna have awareness over it You’re just gonna be in the thick of it and it’s gonna suck typically if it’s this kind of cycle You’re just gonna be I’ve talked about the burnout cycle before as well like You’re just going to not really have the awareness over it and being the thick of it.

[01:12:16] You might still be doing some coaching, getting coach on it, but like you’re not really understanding like what’s going on, why you’re in the cycle you’re in, or like that it even is a cycle. It just feels like a really hard time. So I would say for me, that was most of 2023 that I was in, like just trying to figure it out and get it right.

[01:12:36] Um, and I just wanted to be able to feel successful again. Then I’d say early 2024 was having awareness over it, but not being able to get out of it. And, um, the other thing too, in 2023, I wasn’t working with anyone like as my coach or in like a mastermind or anything like that. And I really noticed the impact of that.

[01:12:59] Oh my God. I really noticed the impact of not having someone else looking at my brain, not having somewhere else to go to be like, Hey guys, is this normal for this to happen? Um, I was just like really feeling like I was figuring it out on my own. Um, and not having that like emotional support. I know that I don’t have a supportive team around me and supportive people in my life, but just like having, um, that place, cause especially with your own team members, it’s not appropriate.

[01:13:27] I think to, to like unload on them, like here’s all the things I work it on. And here’s like, especially as a lot of it directly impacts them as well. Um, I don’t think from a leadership perspective, that makes sense to do that. So you need to get support from somewhere else and as well as say with like your personal relationships and things like that like you actually need to have A business coach and you need to have that space to judgment free talk about your business Find out if the thing you’re struggling with is normal and expected or not and then like actually get help About seeing like what’s going on and what to do about it.

[01:13:57] So I think that really perpetuated like how long This last step was like I was just In the thick of it and not having anyone to really point it out to me in a way that really like got through to Me like what was happening? So then early 2024, um, and I signed up for stacey bayman’s mastermind two million dollar group And I really started to have awareness over it, but I wasn’t really able to Get out of it.

[01:14:21] Like I was just in that like, oh my I can see what’s happening And i’m not liking it, but I can see myself continuing to be in this cycle of like not doing the foundational things and then not actually showing up fully for a launch either. And then just as I mentioned, like being in that cycle, then in I’d say around March, 2024, I had the awareness over it and then I started getting myself out of that cycle, but then I would also go back into it as well.

[01:14:49] It’s kind of like, um, being sometimes in it and then sometimes not. Not in it and kind of having the awareness of when you’re in it, when you’re not in it, but still it’s like not enough. Awareness, or like, I would say really emotional processing to be fully out of that cycle. And so, um, just being in it a little bit, but being out of it a bit.

[01:15:13] And that’s when I really started to untie my hands from behind my back and be like, Oh, actually, the way I’ve been operating, I don’t have to operate that way anymore. Like, I can actually change my mind on things. I can update decisions. I can do hard things. I can have hard conversations. And so around March, 2024 was when I was like, okay, I’m, I can feel myself starting to get out of this sometimes.

[01:15:35] And then I would say that has really been up until like this launch or like the last couple of weeks that I’ve been like sometimes in it, sometimes out of it and like making a lot of progress and momentum with it. But still ultimately my experience has been like, I’m sometimes in this cycle, sometimes not, and then I would say like, as of pretty much now, as of this last week, I feel like this is why it’s a perfect time to record this.

[01:16:00] Episode and do this debrief is I have the awareness over it and I’m getting myself out of it I’m still in it sometimes but i’m like actually in the process of being out of that cycle And when I see myself in that I can quite quickly Get myself out of that cycle and get myself back to What I know to be the priority, the things that matter, uh, focusing on the foundational things while also continuing to sell and take care of myself and take care of the business and just, I think a lot of that has been, as I’ve mentioned, and actually I wrote down what has allowed me to move through it, so I’ll share that, but like, just getting coached on the actual things that I need coached on, like getting coached on it directly, being really vulnerable in that, um, Um, and then also like just reconnecting with like the power of mindset, um, manifestation, like my money mindset as well.

[01:16:51] Like a lot of the things that I teach in PGSD and so my one on one clients, but like actually getting back in tune with that, um, as well. And just being willing to, when my brain wants to be like, we need to do another launch, we need to do this, to just be like, Okay, here you, and I’m going to work on this other thing instead, which is actually a priority.

[01:17:10] And those long term things, and I can trust that I will take care of the short term. as well. Um, so yeah, I just, I feel it. I feel it. And it feels like, um, it just feels like the coming together of so many important lessons and like the lessons I’m going to be able to teach and have been teaching from school.

[01:17:34] Being in this cycle, and then getting myself out of it, I can spot it so quickly and easily, like just, there was, I didn’t mention the word rushing in this scarcity cycle, but rushing was the main feeling. Just in a rush, I never have enough time, and when I do have time, I’m so rushed that I don’t use the time well, because I don’t know what to focus on, because I don’t have enough time, like a lot of rushing underpinning the scarcity cycle.

[01:17:59] And just, I know when I’m not in it because I get lots of clean breaths, I don’t try to add work days. I just trust. And not from this like, blind delusional kind of place, but just like being in this, I can take care of myself, I know what I’m doing. I’m successful and like I could keep on going. So just to quickly share the things that have allowed me to move through the cycle, high level processing, lots of feelings of failure, shame, and embarrassment, getting coached on them, sharing them in a group setting, even if it’s just being written, has been so helpful, but getting coached on it, letting myself cry about like actually letting myself feel the feelings versus Trying to be busy instead of feeling failure or trying to be busy instead of feeling ashamed or trying to be busy instead of feeling embarrassed.

[01:18:48] Like just letting myself feel those feelings and we often just want to jump to the place where like, Oh, well, I shouldn’t be having those feelings because I know they’re just coming from my thoughts. So I’m just gonna change my thought but like actually you do need to process the feeling and it’s just been such a great reminder.

[01:19:03] It’s not actually that uncomfortable to feel those feelings like resisting them is way more uncomfortable than feeling them. So there’s been a lot of emotional processing and also emotional processing of things in my personal life as well that I hadn’t allowed myself to feel either. That has been a big unlock and I’ve done, I think I did a recent episode, maybe a couple episodes ago of like, are you expecting too much from your business?

[01:19:27] Where I talk about the importance of processing feelings in your personal life or they will show up in your business. And I think that was such a big one for me as well that, um, when it came to navigating postpartum with the twins. And that big adjustment that I wasn’t processing a lot of the feelings that I was having um, and Just like then That showing up in the business as well and so as i’ve let myself slow down to actually feel those feelings and like I have felt myself be so much lighter when it comes to the business as well as my personal life too.

[01:20:01] Um, but really, it’s so, comparatively, it is so quick and easy to take the time to process the feelings because of how much pain and how long things take when those feelings aren’t being processed and they’re just kind of like driving things in the background. Um, so I do a combination of journaling, coaching.

[01:20:19] like nothing crazy, but letting myself feel the feelings, the work that perfectionists never want to do. But that is a lot of the work. I’m getting lots of coaching, being vulnerable, my coaching versus wanting to look like I have it all together or whatever. I’m coaching myself in a really supportive way.

[01:20:36] So I wrote down like asking myself questions that break the scarcity spell, so to speak. Um, and I found that during the time of being in this cycle, a lot of my coaching was just kind of like, Document, like, journaling, like, writing my thoughts, but then not actually, like, questioning them or helping myself find, um, more helpful thoughts or different ways of looking at it and things like that, or I would avoid in myself coaching the actual direct thing I needed coaching on.

[01:21:00] I kind of just coach myself on side issues and things like that. Bringing myself back to foundational mindset work, manifestation, um, money work, and what has proven to work for me. In terms of like the strategy in my business, like showing up and sharing, like that’s my experience. I have when things are working best.

[01:21:18] Um, I’m not trying to do it right. I’m just letting myself be me and upskilling as I go. Um, so. Yeah, but just like the core things that I teach, uh, bringing myself back to that, being connected with that has been so powerful and just a quick, I know it’s already a long episode, but just a quick tangent on this.

[01:21:37] I’ve really noticed in terms of masculine and feminine energy, which isn’t like male or female, but everyone has masculine and feminine energy that when I’m really like in that perfectionism, I want to go into the, the masculine, like taking action, getting shit done. And. I believe in getting shit done.

[01:21:56] Peace Corps Perfection is getting shit done for a reason, but it’s getting shit done in a sustainable, aligned way. Um, for a lot of people that will be a feminine way. Um, if that’s the like dominant energy that is aligned for them to be in. And so I’ve noticed like when I consume a lot of, um, like Alex Hormuzi and people where it’s very like, um, masculine energy, like strategy focused.

[01:22:20] And he talks about mindset. And so to other people like him. But it’s very much like the strategy side of things that I find myself just like wanting to get it right more But when I surround myself with just like high level stories of business success Because people don’t go into the weeds of like strategy.

[01:22:39] They’re just like Talking about it at a high level so it tends to naturally be more mindset and just like helpful little insights and things you learn um, and then literally like Mindset things manifestation money mindset all of that and just noticing the energy too that the Really felt recently like vibing, like energy more.

[01:23:02] This is going to sound more woo woo, but like, I love being woo woo. So is that a problem? Um, but just noticing like the, um, the like different people’s energy when I, like there are some people where I listened to them, like Catherine Zankina from Manifestation Babe has always been a good example. Like when I listened to her, I just feel like, So much is possible like just her energy and there are a lot of other people Um like her as well when they kind of just share and they’re like, um, predominantly not in an energy of trying to get it Right, but just like i’m just showing up and sharing the things and I believe in this thing and I want to share about It that when i’m Listen to people like that, that brings that out in me more.

[01:23:42] Um, but when I’m like someone’s in the energy more of like, I need to get it right or like there’s this right way and like that kind of thing or that more masculine energy typically than I just find myself still learning from it, but just not feeling, I just have noticed the feelings in my body a lot more.

[01:24:01] I mean, paying attention to like, well, I like what they’re saying, but like how does that make me feel? And there’s a time and place for. Um, so I’m not going to talk about those things, but there’s certain kinds of content for me that I think strategic things I consume on an as needed basis, on a just in time basis.

[01:24:15] So if I’m learning, for example, the skill of lead generation, then I will go and look at more strategic things, and I will look at that for a time, I’ll pick the approach, and then I’ll go back to really focusing heavily on the mindset that will provide the results from that strategy. Uh, so, rather than just consuming that constantly, for me, that’s not something I want to be consuming constantly, I just consume it As needed.

[01:24:38] Like if I need to read the textbook, so to speak on something, I’ll go and read the textbook, but then I’m not like reading a little bit of a textbook, a random textbook each day. Um, for me, the foundation is the mindset and that work behind it. And then I will, I just like to choose, this is the approach I’m going to do.

[01:24:53] And then I use that. mindset and manifestation and all of that to support the implementation of that strategy rather than just constantly hearing, do this strategy. Okay. Do this strategy. Do that. Like, I just don’t find that helpful when I’m consuming in that way. So I’ve just really been paying attention to what am I consuming, like changing on my, um, my YouTube algorithm, like who I’m subscribed to and like what to show me, not show me and things like that.

[01:25:16] So that’s been really helpful as well. And ultimately not getting frustrated at myself or judging myself. This has been key. There was when there was a lot of shame of like, I like a business like mine should never have, um, should never not be in profit and things like that. Like it just made it so much worse.

[01:25:34] I could just made that scarcity cycle so much worse. So not getting frustrated myself, letting it be okay. If I have an unproductive day or an unproductive week, I have had many of those from that scarcity cycle. And when I just was like, and that’s okay. And I’m going to try again next week. I did so much better than I was like, Oh my God, now I need to like make up for that and that kind of mentality.

[01:25:53] So. Those are my key takeaways. The next step. So this is just really a summary. Next steps. And I hope it’s been helpful to listen to me just like chatted out and that you’ve heard different things that have resonated with you. Like, Hmm, am I doing that? Or like, how can I apply that for my business? So I love these episodes just to share stream of conscious what I’m thinking about.

[01:26:15] And then you can take from it what’s helpful, what resonates. This isn’t, there’s a right way in a wrong way. This is like, this is me sharing as a fellow entrepreneur, what it is like for me during a launch and, um, what I’m working on, what I’ve learned along the way, lessons coming together. So I hope you find it really helpful.

[01:26:35] If you do, I would love. If you tag me on Instagram at Perfectionism Project, I love seeing where you listen. I love hearing that it’s helpful. I feel like so many people, like when I reply to them in DMs, they’re like, Oh my God, it’s you. You replied. Especially if it’s a voice message. I’m like, yeah, like I don’t actually get that many DMs because so many people think, well, she gets so many DMs that I would never even get it read or it doesn’t even make a difference.

[01:26:58] It makes a difference. So please, please feel free to share if you find it helpful. It really, like, words of affirmation is my love language. it really supports me to keep going and to know that you’re on the other end listening because I don’t actually get to see that with the podcast. I don’t get to see who is listening, uh, or how long they listen or that they liked it or anything like that.

[01:27:18] Um, so next steps, priority is long term lead generation and content creation, essentially getting the engine going again, and I’m not doing it right. I’m just doing it my way and upskilling and learning as I go. I’m also selling one on one coaching again. By the way, if you didn’t know, I haven’t, at this point that I’m recording this, I haven’t done an announcement fully yet for it on the podcast, but I will be very soon.

[01:27:42] Oh, it might’ve already come out. Um, I’m selling one on one coaching again. And so I’ll be selling this simply and easily, again, in the way that works best for me, not trying to get it right or whatever, but like just the people I know I can help and who want to be helped by me having them become clients, which I’m so excited to be doing.

[01:28:00] So samlaurabrown.com/coaching is where you can go to find out about that.

[01:28:06] And if you resonate with what I talk about, if as well, like when you listen to me, you feel like, oh my God, she gets me. Everything feels so much more possible. I really invite you to work with me. So, um, especially if you have practical mindset work as well, and having lots of support and accountability to get out of your own way.

[01:28:24] Now is the time. And I haven’t offered this for so many years and I’m so excited to be offering again. So I have a few spots left. So you can go to samlaurabrown.com/coaching. I have been loving doing one on one coaching calls again. And if you want, if you’re one of the many people who have emailed over the years being like, Hey, do you want to go on coaching?

[01:28:44] This is it. This is your opportunity. So that’s where you can go to sign up. So I’ll be focusing on that as well. And like my perfectionist brain wants to overcomplicate everything. So it’s just, I’m actually just going to. Use a strategy that has been proven to work for me showing up sharing selling like sharing things that people like you can’t share that like People we want to work with you or whatever what like no I’m actually just being an example of what I teach and calling anyone who wants to work with me based on that So if that’s you then go to that website link and you will find I’ll put in the show notes You will find, um, the details and also how to apply.

[01:29:20] Now, if you have any questions, just DM me. I’m @perfectionismproject. I’ll get back to you. Um, the next thing. Preparing for the PGSD launch ahead of time and returning to the tried and tested angle for PGSD and not reinventing the PGSD wheel every time, just letting sufficiency be where sufficiency is.

[01:29:37] This is a lesson that now is almost three years of getting to learning. And also I have learned so much through the process of experimenting with it and like deviating from what worked to really understand what did work. Because when I did that launch the first time or like other times I’ve done the planning angle.

[01:29:56] For PGSD, I know that’s the only thing that we do, but like, I just, I hadn’t, I didn’t understand what worked about it until I tried things that didn’t work and had the contrasting experiences, so I’m so grateful for that. Um, when it comes to my own personal power planning, I’m centering that around what has me feeling connected and engaged with myself, with the business, and with you as a listener, also my family, and my loved ones as well.

[01:30:22] Nature walks doing a lot more of those. I just went back through my powerpoint. I was like when I have felt most connected Safest to show up like I’m being myself and I can just do whatever I want What does my day in my week look like and I’m bringing back those elements. So Going on a lot of bushwalks with a good podcast again, not like a strategic Here’s how to do it right one, but just something similar to this podcast where it’s like talking about mindset things Helping me feel like so much more as possible than what I believed reading personal development books Something I love doing that I had stopped doing Because I was like, well, that’s part of my work and I can’t do that in clean rest, but I read personal development books before it was my work.

[01:31:07] And like I can actually still read them for fun if I want to. I don’t have to discount that as a work activity. Lots of coaching calls, one on one coaching calls, PGSD calls, getting coached myself, developing ideas, seeing friends, business friends, non business friends, like expanding my friendship circles as well.

[01:31:25] I feel like I’m in a era of that as well. Um, And yeah, I mentioned about the change in the podcast and media consumption and that kind of thing. And just processing feelings, getting lots of rest. And when I find myself in that cycle, like just being aware of, if I do find myself in that cycle, getting the coaching that I need, coaching myself on it, slowing myself down, getting out of the rush, and feeling in my body, like I can feel it in my body when I’m in the scarcity cycle and when I’m not.

[01:31:59] And if I’m in that scarcity cycle and I try to action my way out of the scarcity, It never works. So I have learned that the hard way, and now I’m just going back to doing what I knew works and I’m learning that at an even deeper level. So I hope it’s been helpful to hear me chat. This has been a long episode.

[01:32:15] But to hear me chat through my launch debrief, the numbers, what went on with the launch, ultimately, I’m so proud as well of the way that I showed up during the launch of just continuing to be all in on the selling. I guess it’s one of the main lessons too, but continuing to be all in on the selling, even when I felt tired, even when I had things going on in my personal life and just Challenging my capacity in a really helpful way.

[01:32:43] Kind of just like a supportive personal trainer who, when you’re doing the workout and you do have more left than you, but you want to not keep going, but to be able to get fitter and stronger, like you just got to keep going a little bit extra, just that supportive personal trainer. Who’s like, come on, you can do it.

[01:33:00] Just keep going. Not like. Oh, you should already be fit enough like fitted in this by now or whatever but like hey you can do it If you need to break you can but I believe in you and I think you can do it and just keep going and give It another try and rest if you need and then keep on trying That like supporting myself in that way during this launch was so good.

[01:33:18] I felt like for this launch that even though During, like after we had the nine signups and then didn’t have any signups for multiple days and in the end, none throughout the rest of the launch, that I still kept showing up through to the end and I gave my best and it was uncomfortable to see where my best is looking good and where my best isn’t looking as good as I want it to look, but I was willing to actually see.

[01:33:42] What my best looked like, so now I can actually improve my best. Versus this massive fear of like, I think the ultimate infectious fear for me has been like, What if my best isn’t good enough and believing my best is fixed? And then because I’m scared to see my best isn’t good enough, then I don’t give it my best, or I leave things to the last minute and all of that, and then My best stays where it is versus I’m willing to find out my best.

[01:34:07] Isn’t good enough. And I can improve like fundamental growth mindset. I can improve what my best looks like. And so it was very uncomfortable during this launch, especially during mainly like the live streams that I did, um, in the PGSC open house, as I was doing, it’s like, I can see where I’m not clear on this.

[01:34:23] I can see where I’m not. I haven’t actually pinpointed like what the objections are. I haven’t spoken to people enough about whatever this part of it is. So I’m not really sure what even they would be thinking about it. Um, and things like that. So yeah, I, I just, I feel like that I just feel so proud of myself for that.

[01:34:43] And I finished the launch feeling so proud of myself for it. And so happy with the result of it. And also the thing I want to say about lead generation, because I had The um, epiphany / realization about lead generation. And I think it was maybe the September launch.

[01:35:04] And I referenced the dates because you can like go back on the podcast and look if you want to hear other episodes like this. I think they’re all helpful. Also helpful to look back on and listen to, um, if you like this one. But then it was this place of like, okay, now we need to get it right. And like wanting to have this really complicated way of, um, lead generating and not just be like, okay, and we can trust ourselves to do that.

[01:35:27] And we, it was just still in this scarcity cycle of like, okay, we need to get that right. Um, and just ultimately from this energy of like, okay. We can’t focus on launches anymore. We have to focus on this instead. And like, ultimately it meant we didn’t get that done either. And then there was more pressure on the launch and like, right before launch, we’re like, Oh my God, we have, we haven’t got the new lead.

[01:35:45] So we just have to do a better launch. So let’s figure that out. The math wasn’t my thing, but like, okay, we just got to try. So just actually, I know for me, like, the work after this launch is like, okay, and now, like, the lead generation, because during this, like, before the launch, and in the previous months, I had put together, like, where the lead generation holes were with the email list, like, what the experience is for someone who signs up.

[01:36:10] And goes to our email list, um, like where the gaps are, broken links, like where there is genuine insufficiency in terms of that process, and not from this perfectionist place of like, this isn’t good enough, but like literally, We don’t email them about this thing they signed up for. That is insufficient.

[01:36:32] Um, so I created, like I did a whole review of it. I created this plan and then I didn’t implement the plan. And like that thought of like, well, the lead generation doesn’t matter. I just have to do a bigger, better launch and like all of this. And also this pressure of like, I have to get it right. I have to have like this great sequence.

[01:36:48] I have to have this like lead magnet or whatever. And then like, well, I can’t have it be a power planning one. And what can I have it be? And all that. And so, yeah. Really, I just feel like it’s, it’s like the layers of epiphanies of like, well, yeah, that was correct about lead generation, um, and also content for the current audience as well.

[01:37:04] So it’s not like, cause that, um, epiphany had been like, okay, we just don’t have enough people. We just need more people when actually fundamentally I wasn’t understanding what was creating the success of a PGSD launch or not. Um, so now I feel like I, I have a lot of fundamental understanding around that.

[01:37:20] And having more people in my world, I actually understand how to have more people, uh, be in the program and sign up and be able to start getting shit done and taking action in an aligned way, a sustainable way, not burning themselves out, not being that perfectionist, um, action and perfectionist thinking, but actually being able to enjoy business, enjoy showing up, have the freedom, all those things that we help people with in PGSD, um, the flexible planning that is all of that.

[01:37:46] So it was just like, Having the epiphany in layers, and I think there’s just, I’ll wrap up with saying this, there’s just beauty in understanding, like, sometimes you have the epiphany, but not the emotional capacity to execute on it. And sometimes you have, like, a piece of it, but then there’s a little more nuance to come, and it’s just, like, I love the process of it, and not having to be like, oh, well, I should have figured this out by now, or whatever, like, oh, of course it took me this long.

[01:38:12] Of course it did, it’s perfect timing. I’m exactly where I need to be. This is exactly what my journey for me personally, for my business needs to look like. And let’s keep on going so with that said I hope you’ve enjoyed the episode again If you have please tag me on instagram and share i’d love to hear from you or just send me a dm I would love that so much And also if you do want to sign up for Perfectionists Getting Shit Done You can go to samlaurabrown.com/pgsd.

[01:38:40] We are opening enrollment at the end of January Dates to be officially announced very soon And if you want to work with me one on one You Which I highly recommend. Oh my God. Such a good opportunity. Anyway, if you want to work with me one on one and have me personally supporting you, guiding you, coaching you, or if there’s anything else you want to create, DM me and ask me about it.

[01:39:00] Um, anything else you want me to help you with, but I would absolutely love to support you. So samlaurabrown.com/coaching is where you can go to find out more, um, and apply for working with me together. I hope you’re having a beautiful day and I’ll talk to you in the next episode.

Outro

If you enjoy this podcast, I recommend signing up for the waitlist for my program called Perfectionists Getting Shit Done, aka PGSD. This is a program designed to help you get out of your own way in your business. You’re gonna learn how to release your perfectionism handbrake by setting a growth goal for your business, planning properly as a perfectionist with power planning, and getting regular guilt free clean rest. You’ll learn the skills required to get out of your own way and be supported every step of the way to do it. To find out more about the program and join the waitlist today, go to samlaurabrown.com/pgsd.


Author: Sam Brown