In this episode, I sit down with Carrie Green, founder of the Female Entrepreneur Association, to unpack what really goes into a successful launch in today’s online business landscape. We take an honest look at her recent launches, including what worked, what didn’t, and the lessons she’s learned by launching again and again in a fast-moving space.
We talk about the role of ads in boosting visibility and growth, why introducing paid elements earlier can strengthen a launch, and how maintaining your energy across multi-session experiences is just as important as your strategy behind the scenes. Carrie also shares how she uses urgency and scarcity without pressure, while building systems that make each launch feel more effortless over time.
We also explore why testing and adapting is essential for traction, and how Carrie leans into systems and AI to simplify content creation and delivery—especially when balancing live sessions, community engagement, and personal well-being.
3 Key Takeaways:
1. Launch strategies are living, breathing things — not one-and-done blueprints
Carrie reminded me that no two launches are the same, and what worked last time might need tweaking next time. Staying curious, testing ideas, and adapting your approach is where real evolution happens.
2. Paid elements and strategic urgency matter early
When I introduce paid elements earlier in a launch — instead of waiting until the very end — it can validate demand and build momentum. Combining that with thoughtful urgency and clear deadlines helps people make decisions without feeling pressured.
3. Systems and energy management are launch superpowers
Getting clear on repeatable systems — from content planning to AI-assisted drafting — doesn’t just make launches easier, it protects your energy. And in launch land, saving your energy = staying present with your audience.
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Connect with Carrie Green on Website, Instagram, Facebook
Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa’s email list, Instagram, LinkedIn, or Facebook, Subscribe to my Youtube
Transcript
One of my absolute favorite things is to go behind the scenes in a real big launch and find out exactly what they did, what worked, what didn’t, and what you can use in your launches and what you can learn from it. And that is exactly what we are doing today.
If we have not met, my name is Theresa Heath. W and I help course creators, membership owners, and coaches grow their online business. I help them create a launch strategy that works for them, their audience, and the offer that they have, and I help them to actually sell the offer with confidence and ease.
And in today’s episode, I am doing an interview with the amazing Carrie Green. Now Carrie is. The real OG of the online space. Carrie has a membership called a Female Entrepreneur Association, which she has had for years and years, and she was almost like one of the first [00:01:00] people in the UK to really be in this space.
And I massively admire Carrie. I admire her for lots and lots of reasons, but one of the reasons I really admire her is. It’s like she keeps her head down and she stays focused and she’s committed to creating a really good product that’s really helpful. And she’s not in the online space for the fame and the fortune and all the other things, the, you know, different stuff that you see online that sometimes the online experts show you.
She has. Really just found her thing that she loves to do and has just poured everything into it. And I love that about her. I love the fact that, like I said, she is quality. She’s not salesy or spammy or horrible in any way in terms of like how she comes across and how she sells. She’s genuinely the real deal in the online space and I love that.
So I was really grateful too. [00:02:00] Not only have we connected a numerous times over the years, but actually to hang out again. It was actually again back in June at Atomic on 2025 where both her and I were also speaking. You might notice that obviously I’ve done very. Few interviews since coming onto YouTube, which I plan to continue to do.
Very few, but both Laura and Carrie were kind of in the bag already and they’re such good quality people. There was no way I was not gonna do these interviews, so that’s why. You’re not going to see many interviews if you are watching YouTube, if you are listening to the podcast. But if you’ve been listening for a long time, then you will know that I used to do lots of interviews, but that isn’t gonna be the case going forward.
However, when I have someone amazing that I know can teach us stuff, I’m obviously going to bring them on, and Carrie is one of those people. What I loved about this episode is that Carrie and I dug deep into her latest launches. Now, if you are [00:03:00] new to me, you might not know that I love watching someone else’s launch and I go through their launch and in the background, what I’m doing is I am like pulling it apart.
Not in a, like this is terrible, but pulling it apart in a Why is this so good? Why is it working? What are they doing? What. What kind of psychological things are they doing? How are they making this so successful? So that is what I love to do for fun. I know I probably need to get out more, but I love watching other people’s launches and Carrie’s launches have been ones that I’ve been watching this year, and I am so very honored that we get to go through them and I get to share with you.
What she said about what is working and what’s not working. So in this episode, she’s gonna take us through her latest launch and share with us some of the things that worked really well for her. We also talk about how she managed to get, and I think if I remember rightly, it was 46. Thousand people sign up for her launch, how she continues to [00:04:00] grow her audience to this day, and what she recommends to you in order for you to grow your audience so that you can have successful launches too.
Basically, this is just me and her geeking out on all things launches. But as I’ve already said, she’s hugely successful at what she does. She has had some hugely successful launches this year and there is an awful lot that you can learn from her. So I really hope you enjoy this episode. Carrie, welcome to the podcast.
Hello. I’m so excited to be here. Me too. This has been like a long time coming. I feel like. I feel like I should have had you on. Flipping ages and ages and ages ago, but just time gets busy. I know, but we both spoke at Atomic Con, uh, so we got to catch up again there. Yeah, because I feel like I, well, so I saw you in person years and years and years ago before I think you had the children.
Uh, yeah, I think so. So [00:05:00] did you. Do you think you went out and about less once you had the children? I’m just interested. Well, no, I, well, at the beginning of starting FEAI networked like a crazy person. Like I was always networking and I was like here, there and everywhere. And then once I really started to build a lot of momentum, I hunkered down and got really focused on, um, just on like rowing the online business and.
I felt like I had so much to do in terms of like marketing and running the membership and growing the membership and creating deliverables for it that I felt like I didn’t have as much time anymore to network. Um, and then, yeah, and then when I had kids, yeah. Um, my, uh, networking dropped off a cliff, um, and.
I find it, I find it a bit challenging to like, juggle it all and to be away and like, actually I’m in a mastermind [00:06:00] and they have three meetups in the states. Mm-hmm. And I haven’t gone to a single meetup this year. Um, just because I felt like the year before it was just so challenging to do it. And like the, I found, I don’t know, I just, I didn’t like, I just didn’t like leaving the kids for that long.
Yeah. And. And then it also felt a bit exhausting when you’re trying to like manage your team and do all these things. Like, I dunno, I think it’s the phase of business and it’s also the phase of life. Yeah. That I’m in, I think. I think the life thing for sure, like I. I, I, I get exhausted. I am. Absolutely. So after we record this, I’m actually getting on a train to London to go to two book launches.
Oh wow. Tonight and tomorrow. And I know by tomorrow night I will be done in Yeah. And you and I, uh, both have a mutual friend in Joe Simpson. I can’t even, like, how does she even do what she does? I have no [00:07:00] idea. But like. I, I really don’t know how she does it, and I just would be so exhausted if I did what she does.
Yeah. I mean, it’s amazing. Like obviously everyone knows her like, yeah, but I just don’t know how she manages to keep that level of. Peeing and I, I don’t know about you. And I think, and if you followed Carrie’s stuff, you’ll know, Carrie’s building her dream house and it does look like a dream house. Um, but I’m a real hermit.
I actually really love being home and in my office with my staff. I think as if you feel like that already, I think you’re gonna get even worse. Yeah. When you move into the house. I know. I’m not gonna wanna leave. Never. That’s, yeah. Yeah. That’s what it’s gonna be like. So, so it was so nice to see you again in real life at Atomic On, and we, we had a bit of a catch up then, but the reason I wanted you on, there’s millions of reasons I could want you on and want to talk to you.
But one of the things I [00:08:00] really wanna talk to you about is the fact that you’ve been in the online space a very long time, and your take on how things have changed, but also the launches that you’ve been doing. Because I am a voyeur. Okay. I watch people’s launches, like other people watch Netflix. I literally go, in the minute I see someone launching I’m, and I never hide my name.
I never go in as a fake name. I go in as me. Mm-hmm. And I, I think there was a paid element on one of your launches. So I bought the paid elements. Okay. Like I literally go through every single thing I’m looking at every email. ’cause I’m like behind the scenes. I’m, when I say pulling apart, it sounds like I’m.
Saying mean stuff, but I’m not. I’m basically going, oh, that’s fascinating. Look what they did there. And that’s interesting that they did. I’m like, literally love for this stuff. So let’s start by talking about the online space. Yeah. How do you feel it’s changed if it has in the last year or two? Um, I feel like obviously [00:09:00] AI has been a big thing.
Obviously created a lot of change over the past few years. Um. And I think social media well has changed not just over the past few years, but perhaps a bit longer than that. But I think that’s definitely changed the, the way we have to show up online, hasn’t it? I mean, like when it comes to content creation now versus say five or 10 years ago, it’s a lot more intense, I think now than it was, you know, five, 10 years ago where we were creating more like static content or, mm-hmm.
Um, you know, quotes or, you know, that kind of thing as opposed to the volume that we feel like we need to be at today with like the content we’re distributing across multiple different channels and it feels like it’s a real volume. Yes, obviously value as well. Don’t get me wrong, but we need quality. But it definitely feels like the people winning at it are the people who [00:10:00] are doing it.
Like with a bigger volume and across multiple different platforms. Like I was having a conversation with someone recently and we were talking about how you can put out one piece of content and on Instagram it might perform on TikTok, it might do dreadful on threads, it might do really, really, really well.
Or on YouTube shorts, it might do super well. So if you’re only putting it out in one place. Like you’ve just missed the opportunity to share it on all those, in those, all those other different locations and places. But when you think about the time it takes sometimes to like that, dial that in, especially if you are starting your business and it’s just you know you.
Mm-hmm. That’s like a big ask and that I think that’s perhaps one of the biggest things that. I think has changed over the past, well, several years really feels like it’s getting more intense, not less intense when it comes to content creation. I think you’re right, and I think back in the day, you maybe had a bit of a [00:11:00] choice or you could go all in on one platform, whereas now you have no choice.
Like you need to be churning out content all the time. And if someone is watching or listening to this and going, yeah, but it’s just me, I. Like I get it. Like this stuff is hard. Like how do you manage your content? How are you? And and I remember back in the day, like you used to do vlog style content.
Yeah. I remember literally years and years and years ago watching one of your videos going, that’s how I need my videos to look. ’cause you had this lovely B roll section to start with and then you were sat in this obviously. Properly done room to have videos done. Like it wasn’t, you know, on a computer thing.
It was like, you know, you’re sat in this lounge style room and stuff, but like you’ve done all that, how do you manage and keep up that kind of content wheel? Well, I feel like for a while I didn’t, and especially around when I had kids, like I found it a real struggle to keep going with content [00:12:00] and to keep, it was like kids team and content, community deliverables and I just, I found it really difficult to like keep up and to, to do it.
And I feel like I dropped the ball a lot. I felt like I also. Kind of became really actually exhausted trying to do it all that I felt like I had nothing left in me. I felt like I had nothing left to say. And then showing up online when you feel like you don’t have anything to say and you’re not really sure anymore what you want to say, and you feel confused about that, like it’s really difficult.
And then the longer you, you don’t show up for the harder it is to show up and say something because then you overthink what you’re trying to say and then you talk yourself out of saying it. And it just feels like challenging to get yourself out there. And so for me over the past few years, it has definitely been a stop start, stop start, stop, start.
And like I’ve had people come and go who have been like helping me. And for me now realizing the landscape of the online world and like how that is changing, I do have like an actual [00:13:00] propagation plan for 2026 where I know that in order to. Play the game where I think I need, how I need to think, how I think I need to play it.
I feel like it’s gonna come down to the systems, the processes, the automations, and the ai, AI that I’m leveraging. Mm-hmm. And I think that is gonna be critical. And it’s same for all of us. It’s like that, um, James, uh, clear quote, he said, you don’t rise to the level of your goals, you fall to the level of your systems.
And I think that it’s so true, we cannot play that big content game. Throwing spaghetti at the wall on the fly, like it doesn’t work. No. None of us, we, you know, we’re not superhuman. Like we have lives like as if we can deal with, like, we can’t, you can do it maybe for a little bit of time, and that’s what people do, isn’t it?
They’ve got like a spurt of posting, posting, posting, and then it drops off a cliff and then a few months go by and then it’s like, oh, posting, you know, that is literally, you know, has been me. But then from my perspective, I think, [00:14:00] well, do I wanna play the game or are I gonna, am I gonna keep standing on the sidelines and just watch?
Because there’s, the game is, is it’s in play. And I feel like over the past few years, especially when it comes to social media, I’ve been dabbling and a lot on the sidelines and being very amateur with it. So, which people might not really see from the front side, but from the, from the inside. And also from seeing the results, for example, for us on social media, let’s say.
Mm-hmm. Our growth on social media has been dreadful and, um, and which just makes me happy that there are other very good strategies that we can all use to build, to generate revenue and make money online. Yeah. But, um, yeah. Um, but I mean, I think social media is a good game to play. Mm-hmm. But you. I think it’s bloody exhausting if you don’t have the systems and the processes and the automations and ai AI dialed in to make your life 50 million times easier.
Yeah. And that’s where I wanna go with it. Yeah, and I think you’re right. I think [00:15:00] we always used to look, if you’d asked me 12 months ago, two years ago, like how you. How you do that. It was about creativity and ideas and the, and now it’s not, it’s like system. It’s like, okay, we do this process. You know? So for instance, like the podcast and the YouTube channel, it’s like, okay, there’s a process for me coming up with ideas.
There’s a process for me planning out the episode. There’s a process for me once I’m recording it, there’s a process once we finish it. Like who does what parts like, and we’re always with the YouTube at the moment because it’s so new. I’m still doing a lot of the moving parts, like not all of them, but like I’m the one who decides the title.
I’m the one who decides a thumbnail. I’m even the one making the thumbnail currently. Until we get to the point where I’m like, okay, now I understand this process. Yeah. And now I can pass it off to someone. And I feel like often business owners, ’cause you are, you know. Super well established in your industry.
You are probably, I would say, in the uk, the top of your game, like, I don’t know anybody in the UK bigger or [00:16:00] better than you currently. I would say so, no. That’s a massive compliment. Seriously, I, and you know, and you have been for a long time, you’ve been in this world for a long time. You do have a team, and I think what happens is other people.
Come into this space and they’re like, how does Carrie do it? And they’ll feel like they’re doing something wrong and it’s like, no, no, no, no, no. Like one, she’s been doing this for a long time. Two, she has a team and, and you are getting started and you don’t have these systems in place. So whereas before, I think to get a team and to think about those things would’ve been much further down the line.
I think if you are trying to keep up with that. Hamster wheel of content, you need support because otherwise you could literally spend your entire life just making content. I dunno how you do anything else. Yeah, seriously. But I also think that it’s funny isn’t it? How that comparisonitis thing we, the way we look of someone else and think they’ve got it all figured out.
’cause like I never feel like I’ve got it figured out. I am always like, I [00:17:00] don’t know. It’s like I feel like we’re all the same. We’re all exactly the same and we don’t realize it. ’cause you don’t ever see behind the scenes for someone. Um, you don’t see that day to day realness and the struggles of it all.
And, um, you know, like I always find people say to me, you know, I’m so confused. This is so overwhelming. And I’m like, did you expect anything different? Yeah. Like, does is part the game. Yeah. And I think that I’ve just learned to play that game like that, you know? I, uh, I do get confused a lot of the time. I am overwhelmed a lot of the time and I think it’s ’cause I’m trying to, I’m striving to move forward into spaces that I’ve not been in or I’m not comfortable in.
And. I don’t know the answers. So, and that’s the game we’re all playing, isn’t it, at the moment with ai? Like, we don’t know, we don’t even know what’s coming around the corner. So of course it’s confusing. Um, you know, so, but I think you’re right. I think people have this thing in their head that they’re like, [00:18:00] if I got to carry size, if I got audience size of Carrie, if I got the team of Carries, if I, I would be great.
Yeah. Everything. No, no. Yeah. All you are doing is yes, you are overwhelmed. Your stress, your things might not be the same as mine. But it doesn’t make them go away, you know, the same as Amy. Like, you know, she still has some of the Impost syndrome and the things that everyone else has, but it’s just on a different level.
It’s just, and again, when we talk about launches and things, and people talk about, you know, they watch the big launches, and I would include yours as a big launch online, like. We can watch how many people are coming into your thing and how many people are signing up and, and the interaction you might get on live calls and we might look at that and go, oh, you know that, that’s all, you know, I don’t get that.
And therefore it would be so easy when I get that. But what people aren’t necessarily taking into consideration is. Your goals, your targets, the level you are at, there are numbers you have to hit. Yeah. So whereas, you know, I might be like, okay, for this to be a success, I need to hit this number. There’s still that for you, just on a bigger scale, you know, [00:19:00] when again, you look at like ginormous people in this world, like the Amy’s and the, you know, Jenna’s and those sorts of people.
Their num, they still have numbers they have to hit. They’re just very different numbers than the rest of us. And they’re still gonna have launches that potentially are seen as failures or a flop, or not as successful as it could be. But we are just on a different level. Like yeah, that’s all that is. So I totally get that.
I totally get that. We all think that if we hit that, I know. Yeah, it’s still gonna be the same, like those demons are still gonna come up and bite us in the backside at times. So definitely. Let’s talk about my absolute favorite subject in the world, ’cause I’m an absolute weirdo geek. Uh, let’s talk about launching now, as I’ve already said, I watch launches ’cause I’m odd and need to probably get out more.
You have done two launches that I have watched from the sidelines. You did a launch for your accelerator program, is that right? Yeah. Then [00:20:00] a launch for your membership. Yes. And externally. From what I see that everyone else can see, and I always have to make this really clear about when I talk about launch, I’m like, I, I’m not saying anything that you couldn’t just go and see yourself.
It’s just that I sit and probably pay more attention. They looked. Crazy successful. And in fact, you said at one point, I think on your stories that you had had how many people sign up to come into the, you did a challenge, didn’t you? A bootcamp? Yes. For this latest launch, how many people signed up to join the bootcamp?
In the end, we had like over 44,000 and someone on the team pointed out that you could, uh, it would fill, I don’t know, some like football stadium in the West Midlands. And I was like, oh my God. That’s a great analogy because it’s insane to like see the visual of that football stadium to be like, oh my gosh, that many individual women actually signed up for this.
That’s crazy. That is wild. Like people in their wildest dreams listening to this are thinking. I couldn’t imagine. I’m confident that no one listening this has had [00:21:00] 44,000 people sign up for a challenge or a bootcamp. How, how did you do that, Gary? You know, honestly, I’m not quite sure, but, um, I usually in launches we get between like 20 to 25,000, um, people signing up for, for, for it, and, um.
I just had this moment of thinking we’re gonna get 40,000 people signed up and this know, this sounds really weird. And I just was like, all of a sudden, like, we’re gonna get 40,000 people. And I, my brain started to think through how do we get to 40,000 people? So then I started to tell the team, we’re gonna get to 40,000 signups.
And then, for example, when I told our, you know, cat, our ads person. So then she’s working out the math, okay, well if you wanna get to 40,000, this has to happen. Okay, great. How do we mitigate the ad spend? Right? And all of a sudden, like everyone’s brains started focusing on how do we get to 40,000? And I think because our brains were like.
Searching for the answers on that. We began to come up with [00:22:00] ideas and different things that actually helps us to get there. So like one of the big things in that bootcamp launch, which was a real game changer, was I started to ask myself the question, what if I could do a launch? Like, ’cause ads are a huge part of our launch ’cause we don’t have affiliates or anything.
And I was like, what if we could do a launch? And by the time we got to actually pitching the offer mm-hmm. We were already at breakeven or already in profit because of the way we’d set it up on the front end, as in people sign up and then there’s a small mini offer they can buy. Yeah. Like a trip wire.
Um, before they get to the live event, what would it take? What would we have to do now? In previous years, we’ve always offered. Something when people sign up, like get the replays or whatever, or little things. And to be honest, they’ve never really done that well. So this time I was like, let’s dial this in and let’s really go to town on thinking about what would make this like exceptional.
So in the bootcamp launch, we [00:23:00] had three offers. We had, you could buy the replays for $7. Mm-hmm. You could buy this Instagram. I can’t remember what it was. Yeah, yeah. $17. Yeah. Or you could buy the whole bundle, including those, the replays, the Instagram and this like sales power pack I’ve got, yeah. For like $47.
So, um, before we had opened the cart for the launch, we had, I can’t remember now, but like. I don’t know, three, 4,000 people had already bought from something from us, which meant all of a sudden we’ve got a pool of like three to 4,000 buyers. Yeah. These are customers now. Yeah. These are just leads. So then what meant it meant from an ad’s perspective?
We could go after the customers not the lead. Mm. So while the cost per lead. Was maybe higher. We, we were going after the purchasers. We were going out, we were at the beginning of the campaign. We were going a after like the cost per per [00:24:00] purchase. That’s, we were looking for those people, not just the leads, if you know what I mean.
Mm-hmm. Yeah. Yeah. And it changed how we orchestrated from that perspective. And we did not get to break even. But it covered, I think. Over 50%, if not more, of our ad spend was covered by that, which then meant we were able to spend more on ads than we would’ve normally spent, because such a, I think we generated, I, I think it was $90,000 in revenue from the trip wire alone.
So before we got to law to the, to the sale of the membership to that part, that was like, you know, 90,000 already come in. Had come in. Yeah. Which was really great. So it was really good to play around. That was like a huge part of like from a strategic perspective of what got us to that 44,000 level. And the, the fascinating thing in that launch as well was that we basically were down on our social media for the whole time.
Something had happened right at the beginning of the launch, so we had to go radio silent on social [00:25:00] media, which was wild. So we stopped posting at the beginning of the launch and then not ideal. Not ideal for a launch. No. At the time I was like, what the heck? But something had happened and. We needed to lay low with, but anyway, I’m not going.
It’s random thing. And then during the launch, um, we unfortunately, uh, like the person who runs our social media, she had to go on personal leave, so. So we then were scrambling about, and we did some little bits, but not really very much. So we didn’t really do very much from social. Mm-hmm. So for us in that launch, it was email and it was ads were the two biggest drivers behind that launch and.
On the email side, it was, um, volume, like we sent more emails than we would ever normally send. Yeah. We nurtured those people more than we ever normally would. And we also had SMS in the mix. SMS is bloody expensive. Yeah. But what a difference it makes. I remember we were doing the launch earlier on in the year, the first launch, [00:26:00] and um, we were doing the SMS and it one of the day.
I was wondering what the impact of the SMS was and then something happened where. We got blocked from sending. So on the first day we sent the SMS for people to show up for the session and it was great. But then on the second session, the SMS got blocked and we couldn’t send it and the drop off was huge for the live show up and I was like, wow, this really has a huge impact.
Really Interesting. So just knowing and realizing though a few of those different things Yeah. Was all kind of contributed. It was. Um. It was kind of like a mix of very woo stuff. Yeah. Energetic stuff, but then also very, very strategic. Strategic, yeah. Like, this is so funny, but I, ’cause we’re building this house at the moment, we had to go wardrobe shopping.
Nice. And so we went to this wardrobe. And the guy does like the wardrobe design and whatever, [00:27:00] and then he’s like, right, we’ve got a really special offer at the moment. Um, it’s, uh, it’s, I think it was like, I dunno, 30% off, but I can get you an extra 10% on top of that. And then he was like, right, just let me call my manager as well, because I’m gonna see whether we can do anything better.
So then he, I dunno, he speaks to this person. He comes back and he was like, right, I’ve managed to get you 55% off. But this was on the Friday, I think. He was like, but you have to make a decision and put the order in by the end of day Monday. And I was like, right. So, um, what did I do? Obviously put the order in before Monday and I was like, just in case.
And then obviously all the time it’s like, we’ve got a sale. We’ve got a sale. They always have a bloody sale. Yeah, of course they do. And I know this. Yeah. But even I was like, I’m just gonna do this anyway. Yeah. Um, and it just made me, reminded me of just very basic 1 0 1 marketing and selling and it was just like, okay, this is so clear to me and we are not leveraging this enough.
We are not [00:28:00] making it so. Where there’s enough like urgency to make a decision. Mm-hmm. Because how many decisions do we have to make all the blooming time? Mm-hmm. And you know, and so it’s like if we don’t, if we have, if we get given the space to faff around making a decision, like I would have faffed around making that wardrobe decision, but it forced me to make a decision to buy something that I wanted.
Yeah. So if I didn’t want the wardrobe, so the wardrobes were crappy, obviously I wouldn’t have bought, you wouldn’t have bought it. So I, so when I realize this, I’m like, this is just smart. Because if we don’t, I think. Put people in a place where they need to decide. Then so often we won’t because our brain, we get exhausted.
So I was like, in a way, this little deal, this sale thing from the wardrobe company made it easier for me. ’cause it made me realize. Monday evening, I need to make a decision. Yeah. It gave me a timeline. So in a way it was doing me a massive favor because then I [00:29:00] actually didn’t, you know, ’cause it weighs on you when you haven’t made that decision.
Yeah. You keep thinking about and you’re like, oh, I dunno what to do. I dunno what to do. And it’s like, just decide one way or the other. Yeah. So I really kind of took that. On board and was like, we need to bring this back in and, and use this, like do this so people decide, am I in or am I out? So yeah, I did a video, literally, I think it went out this week as we record this, about the five strategies that you should be using in business, in in online business.
And one thing that I think lots of people often think is that the online world have made up these horrible, sleazy strategies of like, you know, urgency and scarcity and dah dah, and price anchoring. And for every time, those are three of the strategies. And every time I mentioned the strategy, I gave them a real world example of like, so when you go into a shop and you buy something from a sale and the price is there crossed out and there’s your sale price.
That’s price anchoring like that is, okay, it should cost this, but you are getting [00:30:00] it for this. So I do genuinely think, and I am gonna put me in that, that camp, when I first came into the online space, my, my coach Mary at the time was like, it’s like you came in and went, right. This is what everyone’s doing.
I need to do it. And then you started doing all these strategies and went. Oh, they feel horrible. So then she said, it’s like you literally did all like 360, spun around and went no, and tried to do something completely different where you ignored all those strategies and hey, just in case you’re wondering, that didn’t work either.
Like, you know, if someone sat there going, great, we don’t have to do them. No, you do. Yeah. Then I realized that it’s not the strategies per se that are horrible and sleazy. It’s the intent behind some of them. And actually your intent and my intent are not to force someone to buy something they don’t want.
Yeah, absolutely. The intent is to make them, is to help them make a decision. Yeah, and exactly what you said, and I’ve got the example of inbound. I was gonna go to inbound this year. I was over in Seattle when inbound was on and they kept saying, you know, the early bird prices [00:31:00] on the editor price. And I’m like, yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah.
Yeah. They never told me when the early bird price was finishing. Right. And eventually not, because I didn’t wanna go. I was there, I was like, yeah, I’m gonna go to that. I’m gonna sort those tickets out. I’ll do it in a bit. When I went to it, I’d missed the early bird price, right? And then I didn’t go because then I was like, I don’t wanna pay that.
And as it was, luckily I ended up getting COVID on the way to Seattle and I was sick. So the universe had its plan and that was awesome. But. I would’ve bought that ticket if they had just given me a deadline. Yeah. And I, I wanted to go, I was buying the ticket. I just didn’t have the time to do it. So. I think these strategies are so important.
I wanna touch on something you said, if I can remember. Oh yeah. I just wanna go over a couple things. The fact that, one, you ran ads. I think this is another thing that I took a long time to get straight in my head that I thought I built my business. Organically up until this point, not this point a while back.
And now I understand that there’s no way I can do that. Like if I want to [00:32:00] grow it further, I have got to start investing in ads. And, and I kind of discovered that a couple of years back at a conference I was at. So one, the fact that you are doing ads in the first place, the, the second fact that you are doing a paid element, and I am seeing this.
All the time. There is not one big launch that I am watching that does not do this. My launches at the moment, nearly all of them are paid. Like there’s no free ones that you can get in. Um, so you know, my bootcamp that I’m running, there’s a lower cost at a higher cost. 90% are buying the VI. Wow. Which I find wild.
So obviously my numbers are teen tiny compared to yours, but we are doing a 49 pound standard and then a 97 VIP. And at the moment. 90% of EIP, which is nuts. Yeah. So getting them to part some cash in the first instance, one you are already invested, you are already like, you know, my head is, is more into it ’cause I’ve [00:33:00] just given you some money.
Two, there is that whole psychological thing behind. If I’ve already given you money, I am feeling very different about potentially giving you more money. Mm-hmm. Yeah. So I’m seeing that a lot more. I think that’s super, super smart to do that. Um. And so it was interesting that you didn’t have a paid lower level, so you had free and then paid.
Was there a decision in that? Were you going to do the lower level at a lower price or not? No, the bootcamp was free and then the next offers were Take it or leave it. So the next offers were, do you want the replays? Get lifetime access to the replays? Do you want this other Instagram thing that you can’t get anywhere else?
Get it here. Or do you want this whole bundle? Get it now. And then we did it where there was a 20 minute. Uh, timer. So for 20 minutes you got like an extra special deal that you could not get anywhere else. Once that timer was up, that timer was up, you could not get it. Then the next 48 hours after that, there was a special, another special offer.
It wasn’t as good as a 20 minute one, but it was [00:34:00] also not full price. Mm-hmm. And so there was a campaign where they could get back for the next 48 hours, and then after that it went up to the final price, which was still discounted from. The real price, but it was not, it was it, but it wasn’t as low as the first two.
Yeah. Yeah. It was the final price. So we found at the end of the bootcamp, people were. Buying, buying that. Um, and in fact, we ended up having to turn it off ’cause I realized people were buying the bootcamp instead of joining the membership. And I was like, oh no. Like that’s not co confus people with this.
So like we turned off No, that’s the down. Sell it once the membership is finished, you can buy that. Yeah. But not at the same time doing because, but um, but I had the free level because obviously we would not have got to 44,000 people if No, there was a. Like a charge to it, but also, and I don’t know, like at one, I am so used to doing launches where it’s like a volume, like there’s a volume of people.
There’s a lot of people in the mix. [00:35:00] So I also kind of think. What if these people come in and it’s the first time they’re seeing me. Yeah. And then they have such a great experience and they’re warming up and they’re not ready to buy. But on the next launch they come back in and they do the experience again and maybe then they’re ready.
Or maybe three launches down the line, they’re ready. But they’ve got to have those experiences with me that they would never have paid to have with me. ’cause they didn’t really know who I was. Yeah. But I don’t know, it’s like, it’s such an experiment and I think, you know, like you are saying, you have it where.
You don’t do those free events. And I’ve seen a lot of people doing it like that, and I have no experience on that side of things ’cause I don’t do it like that. So I can’t speak again on that side. But again, exactly what you said, everything’s a test, right? Yeah. So for instance, you could run it again exactly the same, but have a 19 pound level for the lower level, and then the bonuses in addition.
And then see how many percentage you get in and then how many percentage convert. ’cause all that will change. Out of interest from your 44,000, how many of them [00:36:00] came in cold? Do you know how many weren’t on your list? Oh, we doing the launch debrief, but I, oh, off the top of my head, I don’t know idea. ’cause again, I think that’s super interesting as well because I’m starting to see the changes in this.
But like previously it would’ve been a cold audience, straight into a launch thing could be difficult because they don’t know you and they don’t trust you and that sort of thing. But I’m actually seeing some cold, the launches that I get involved with and see. Actually a big chunk of coal are coming in and buying straight away.
Yeah. Which is, which is kind of crazy to me. ’cause that wasn’t necessarily the case. Yeah. Um, so yeah, that’ll be fascinating to see how many of those 44,000 were cold. So one you’ve added to your list, which again. You find a way to potentially pay for people to do it on your list, which is great. Yeah. But then next time around, they’re on your list and they’re warm and, and that sort of thing.
Yeah. So tell me about the bootcamp. What in the bootcamp do you think worked really well? Like what were you like, this was brilliant that we did this particular thing and [00:37:00] we’ll do it again. Um, well, I did six, well, seven lines. Session six main live sessions and the six sessions were over two weeks. So I did three one week, three the following week, and then the week after I did one final closing session.
Um, and I felt like the energy that was created, the momentum that was built was, was really big. Like people were, the feedback was really amazing. We wanted to do it where from session one I did what’s called a secret session afterwards. And the secret session is for people who would be ready to buy on day one.
Um, and I do it as secret sessions, so that. It feels like I’m only telling people who actually are interested and want to join me, and they get, you know, they’re interested in, in finding out what the next step is. If you’re not interested, then amazing. Don’t, like, don’t head on over kind of thing. Yeah.
However, we couldn’t actually do that because we’d been making a lot of updates inside the membership and they weren’t ready. So we lost that whole first week in being able to do them and I was really gutted. Um, and then the following week, [00:38:00] I think. Were we able to do the, I can’t remember whether we were able to do the secret session on the first day of the second week, but the secret sessions are really good because I found in the past that if I leave everything to the final session, I’ve just lost so many people.
So I feel like now it’s criti. Well, I could be wrong, but it in my, in what I’m seeing. Mm-hmm. Doing the secret sessions. Have been a really powerful way. Momentum. ’cause then what happens is people are like starting to like whisper and they hear that something’s happening and that people are talking about it and people are sharing that something exciting is happening.
So then when it gets to actually car open, like car open session, it’s not a surprise. Yeah. Because they’ve heard me repeatedly mention it. Um, so I found that really, really good. Um, but how do you pitch that? Like, so for instance. You are on the main session that everyone’s on. How do you say I’m about to do this secret session?
Come along [00:39:00] if, how do you pitch that to them? So at the beginning of the session, I say at the end, um, I’m doing a secret session if you wanna stick around. Um, I’ve got some really exciting things to share, um, and I can answer any questions. So stick around. If at the end I’ll tell you more about it and then when I get to the end, I think I say something like.
Um, like, I really hope you’ve loved this session. Like, make sure you like do the homework. I’ll see you on the same like links tomorrow, whenever. And then I say, um, for, um, for any of you, um, like, am I gonna be hosting a secret session now on a separate link? And I, I have historically done it where they’re in like meeting rooms on Zoom.
So then we get to all see each other and it’s like, feels like a real shift in energy from them just seeing me to all of a sudden us collectively being together. Yeah. And um, so. I would just say, I think I said like in a few days time we are opening up enrollment to our brand new like membership. We’ve kind of made loads of changes.
It’s been really exciting. If any of you here are [00:40:00] interested to get early access and I’ve got some really exciting extra bonuses, so if you are interested in finding out more about this, if you’ve loved this and you wanna find out more, then come and join me in that on that secret session and I can show you inside, give you a.
Neat peak, give you access to these bonuses and answer any questions you’ve had. If not, no worries. I hope you had an amazing day and I’ll see you again tomorrow so that it’s something like that where it’s, that’s nice. It’s a very soft, like, but that’s the point. It it isn’t it like it’s you. I only want people to join the membership group.
I actually wanna join the membership of, there’s a woman and nightmare like, yeah. So it’s just giving people the opportunity. ’cause there are always people who are interested and there’s those who are not interested and that’s completely okay. But what I realized was before I wasn’t giving anyone any opportunity ’cause I was just like, oh, don’t sell yet.
Don’t sell yet, don’t sell yet. And I’m like, this is ridiculous. Like. It’s not about selling, is it? It’s about sharing and communicating something that might help them, that they like. I know me, you know, I’m like, just gimme what you’ve got. Just tell me now. I’ll [00:41:00] take it. If you can do it for me, happy days, do it for me.
Like, yeah, yeah, yeah. So I, I am always like really open. But then you’ve got people who perhaps aren’t as familiar with online launch, like with live sessions and they’re like. They’re absolutely repulsed by someone going from a free session into like, here’s something you must buy. And you’ve got people who are so repulsed by that, but you know.
Literally, I’ve been in this world for so long, so I’m so used to it and I’m like, give me the goods. Tell me what you’ve got. It’s amazing if I like you and I think I, I trust you. I want to know what I can buy from you. Yeah. Um, but yeah, not all of us. I guess. It’s so funny, one of the things I do when I’m watching people’s launches is I watch the chat.
Yeah, I don’t necessarily watch what the person’s doing. Like especially so in like a AMY launch or a launch where there’s thousands of people, I just sit watching the chat go along and the minute they drop into the sale, the comments. Yeah. Blow my actual mind of like, [00:42:00] what? This is disgusting. Oh, I thought it was her trying to help us.
It’s like, yeah, I know. I really, it’s so crazy. Like, and we’re not getting that, like, is that not understanding? Yeah. And what’s wild is like a lot of these things are. People who are trying to have online businesses, like having businesses. So it’s like, no, you need to understand this if you actually want to have a course or if you actually want to sell something.
So, yeah. That’s brilliant. Okay. What have you seen happen that you, that you are not going to do anymore? Or what have you seen change that you’re like, this just isn’t working. Well, actually, funnily, I was just gonna say one of the things I, which probably was a down to like the volume of people on the calls, but like the chat on the bootcamp was just so wild.
And I think that the teams, because I’m not looking at the chat really when I’m. Doing the live sessions, I’m just focusing on presenting. But the team were saying that we’d find, have like people come on who would just be really annoying. Everyone else. [00:43:00] And then in the chat it’d start this like, it would just be like one person who would then piss everyone else off.
Yeah. And then everyone’s like, will you just read? It would be like, someone would be like, where’s the work? But where’s the work? But where’s the work? But then they’re like, will you just read? They’ve given you to like 50 million times, check your emails. Like, and so I. Really, I’m toying with the idea of like not having the chat.
Which I’ve never done before because I’m worried, I’m conscious that it might, uh, feel like there’s not as much energy on the session. Yeah. But like, it’s so distracting. And then I’m like, you even, I feel like they’re more networking in the chat than they are actually paying attention to what I’m saying sometimes.
So I’m, I’m, I’m toying with the idea of, uh, testing no chats. Um, that’ll be interesting. But other things, I mean, I don’t know. I don’t think that I would do a bootcamp over those. Six sessions like I did last time because one, I also find that being in the UK, a lot of the audience for me are in the US So we [00:44:00] do sessions at like as that starts at 8:00 PM at night.
Yeah. I never saw a live session ’cause I’m in bed at eight. Um, so it’s so hardcore for me and the team, like there’d be evenings where the team would be working at like one in the morning, which is just crazy. Yeah. But as I’m like. Like 2:00 PM with 2:00 PM work, and I’m just like, well, I’m not sure. So I really wanna try and figure out.
Something to do with that. But I, the next launch I do, I’m gonna go back to having it where it’s just like three or four live sessions. Mm-hmm. Um, which is what it was for our first launch this year. It was just four live sessions. Um, so yeah. So I wouldn’t, it was just I, by day five, I started to feel wiped out.
By the final day six session, I felt exhausted. Yeah. And I woke up the next morning and I. I just, I was, I was wiped out, like so drained by it. Um, and I just, and not, it [00:45:00] wasn’t just me, like it was full on, like, and it was also a lot to produce. Yeah, a lot. Like in that, that day six session, which is the faint, you know, the main session, it was like car open, main car, open session, and.
It became apparent to me like 30 minutes before going live that the slides weren’t ready in the work but wasn’t done and no, not 30 minutes before, because actually it must have been like an hour and a half before because we have a 60 minute like countdown. So we open the Zoom room 60 minutes early so that people can get into the Zoom room and so that if we’re sending reminder emails, they don’t click on the link and it doesn’t open anything.
Yeah. Yeah. It actually opens the room and we play this like 60 minute long video and then there’s a countdown. And then before I come on and um. So we got to like the 60 minutes and I was like, this isn’t ready. ’cause I have to have the slides downloaded on my iPad tested before I can put the countdown on, um, on Ecamm.
And then anyway, then it gotta to the point where I was like, should I help? And so I had so many people on the team that aren’t like designers or anything, helping with [00:46:00] the slides. I was in there, the slides, I was trying to do what? Absolutely awful. Um, and it got to like, I don’t know, like. Six minutes, two or something.
And then I finally, the slides were finally ready for me to download. I quickly tried to put the countdown on, adjust the timer so it would start at the right place. And I literally started the session and it was called the 10 K Month Business Bootcamp. And a few years ago I did one called the Build Your Business Bootcamp.
And, um, I opened the session saying, welcome to the Build Your Business Bootcamp. And I was just like, my head was just all over the place. ’cause we’ve been so frantic behind the scenes. Um, and then I remember getting into that presentation like where it came to the part where me and someone else, some other people on the team had tried our best to do slides and saw this one slide that was completely like, the dimensions were all messed up and all wrong.
And I was like, oh, this is funny. But like it is, it was so intense and it was so full on and. It was just a lot of moving pieces and I think that the next launch I wanna test [00:47:00] simplifying. I also wanna test not having a community, like a popup group. Like we had a popup group for this one and I can’t remember, there was like, I don’t know, eight, 9,000 people.
I dunno how many people in it, something like that. But like it was really full on and it’s exhausting to try and like keep that space for those people for like the number of weeks. Like it’s like what? I don’t know, like five, six weeks maybe in total of trying to keep the energy going. Yeah. You’ve got like your, I don’t know, like, and so I’m just, I’m, I’m gonna actually test the next one.
Not having a popup community and justing, like how do we streamline this and, um, deliver something that’s amazing that people will get so much value from, but that’s also not gonna Absolutely wipe us out as a team. Yeah. And it’s not gonna be so exhausting. So, yeah, that’s what I wanna test out and see.
But for us, like I said, ads and email marketing are the two biggest. Mm-hmm. Uh, players in it. And [00:48:00] you know what, you know, you were talking about ads before I, I started running ads way before I had anything to sell at FEA. Like in 2011 was the first year I started tinkering with Facebook ads. That’s amazing.
I didn’t even have a freebie. I didn’t have anything. And, um, but my first business when I was at university, I grew that completely from using Google AdWords. So I, I kind of knew that if I pay, I can make sales. I can like create growth. Yeah. Yeah. It was kind of like more guaranteed. And so with Facebook and everything, I, I knew if I could figure out running ads that I would be able to build my following and I would also be able to build my email list, which obviously I’ve, I, I did.
Um, and I think it’s interesting how long people put off running ads for, like, if you look at all the biggest people. Every single one of them without fail are using ads without, fail with. Yeah. And it is like, how can you not, like I remember being at a mastermind in 2018 and I was sat next to someone [00:49:00] who had a me, well, I don’t, she had, well, I can’t remember if she had actually maybe a membership, but she, um, I think was generating like 20 million in revenue a year.
And I was like. Wow, this is amazing. How are you doing that? And she was like, we spend a million a month on ads. And I was like, okay. On ads. And I was like, wow. Yeah. And then it just made me realize in that moment, like if you can dial in and figure out, like obviously I’ve never got to that level, but like if you can be systematic Yes.
And and data driven enough and organized enough. Mm-hmm. You can figure out what’s it gonna take? What if I spend 5,000 a month and I do this, this, and this, and I get this result? How can I take it to 10,000? How can I take that to a hundred thousand? How can I take it to half a million? And it’s just systematically like working on it and slowing down to actually pay attention.
And for me, I feel like over the past few years, there’s just been so many different things. I feel like. That’s where I feel like I’ve dropped the ball so many times [00:50:00] of just, just doing stuff. You know? We do stuff. Yeah, yeah, yeah. Roll all this stuff out there and hope for the best and we’re not really fully paying attention to the results and we don’t really know what’s happening and it just feels like this giant waste of time and it’s exhausting.
And then we’re like going in circles and we’re like, what is the point in all of this? Yes. And I think so many online businesses feel like owners feel that way. And I know I felt like that so many times, but actually. When I met her and she shared that with me, I found it so inspiring ’cause I was like, ah.
Like we just, if we dial it in and we get really focused, we can figure out how to Yeah. Like leverage these tools and, and actually scale. And that’s really exciting. Yeah. Like. Because we can all do that. And I just wanna, I’m really conscious of our time and I just wanna touch on one thing that you just said that I want people to make sure they heard it right?
Because people do these things and they do their launches and they go, they come to me all the time and go, it didn’t work. And I go, give me your numbers. And I work at their percentages. You said, so you had 44,000 people sign up [00:51:00] and in your Facebook group you had about 9,000 people. So. If anyone else was looking at their group, so often they’ll go, I had, you know, 50 people sign up and only 40 of them join the Facebook group.
And it’s like, that’s excellent. Well done. You like, but they, they’re expecting that, you know. Every number should do everything. Everyone should click everything. Everyone should come to everything. Why am I not getting all 50 on every single call? And it’s like the bigger launches are getting the same, if not worse percentages than you are.
Yeah. Like, ’cause when you do a big, massive launch, you know. Your percentages do tend to be a lit, when I look at all the launches, I look at, like the percentages do tend to be a little bit less than someone doing a much, much smaller launch because they can devote a lot more time to it. And because they’re much more hands-on with each individual person because you can, because it’s small.
But I just want people to hear the, you know, the fact of, I think the main message is this, everything’s a test, everything. And even when you’ve been in it, as long as you have carry. [00:52:00] It doesn’t mean that you’ve got it all sewn up and you know what’s working because it changes and moves all the time. And actually, you know, you are still testing.
You are, but not only are you testing for what’s going to work that will make you money, you are also testing for what makes this easier for us. So if someone came to me and said, should I have a community when I do a launch? I would say, yes. But you’ve said it’s exhausting and it’s too much. Then absolutely not like you do what works for you.
’cause if you create a launch that is a monster and you hate it, your energy, you know, I know you and I love a bit of Woo on occasion, like your energy showing up. So it’ll be different. You won’t be as in alignment with what you are doing. Like it will feel horrible and I think that everything’s a test.
Know your numbers and you’ve gotta create a launch that fits with you just because someone is doing something in a particular way. Like, I love the idea of your secret sessions. My numbers wouldn’t be big enough. Like it wouldn’t make [00:53:00] sense. Like, you know, if someone’s doing a, a launch and like they’re getting a.
Even like 50 people on a, on a live bootcamp call doing a secret session saying it might not work, it might not have enough numbers. So like, again, learn from all the things that Kerry’s been sharing, which have been awesome and I love this. But take the themes. Take the themes of you’ve gotta test everything.
You’ve gotta run ads like we need to be willing to invest money in. But use that strategy in terms of getting the money back out so that you can reinvest it again, and then make sure you’re creating a launch that fits nice and in alignment with you. Yeah. Carrie, this has been so, so helpful. I have loved every minute of it.
I could ask you 600 million other questions, by the way, about your launch. ’cause that is just me. But unfortunately, both of us have real work to do at some point. So thank you. Carrie, where do you want people to come and find you? Where do you hang out the most? Um, crikey. Uh, you know what I do? Um, um, this is what I’m about to do now.
I, I do this [00:54:00] live, uh, she means business live every week. It’s just a little chat. Yeah. Online. So I think that’s, I would say Instagram, but I’ve actually not been so good over there lately. But, um, if I give you the link for Yeah, just like a little live session. I mean, I just have these chats every week, so probably that’s the best place if people wanna come and chat.
And I have been to some of these live sessions and they’re really good and there’s no replay or anything is there. You just go live. Yeah, I just go live. I, I, I dunno whether it might change it up at some point, but, um, yeah, I haven’t been doing replays, which has felt quite nice. ’cause then sometimes if I say things that are, I always feel like it’s a safe space to say things.
Yeah, yeah, yeah. That like, I might eat my words if I felt like it was really out in the world properly. And yeah, I like it. I can ask some stuff on like yeah, behind the scenes bits and whatnot. But, um, okay, well, we’ll make sure we link up to that. That’s awesome. Thanks so much for having me. I love chatting about this stuff and I feel like.
Um, you know, sometimes we think that there’s like some kind of secret or mystery to it all, actually. It’s pretty straightforward. Yeah. Like stuff really when you break [00:55:00] it all down, um, and I think when you make it. Bite sized, it becomes doable. It does for everyone. And, and like you said, like it’s, it is one, I always think it is a numbers game and like out of those 44,000 people, I think we had had just under 1600 people buy like the me join the membership.
That amazing. So that goes to show the percentages that we were looking at there, which is fascinating as well. ’cause when we did a launch in, I can’t remember when it was 2000 and. 17 or 18 maybe we had similar number, like 1500. It was, it wasn’t as, it was less than, I think it was $47 then. But still we had 15, 1600 people join, but there’s no way we would’ve had 44,000 people in that.
Yeah. Like free experience. It might have been like 10 or 15,000. Yeah. At that point. So that goes to show the, what we’re looking at now in terms of what does it take. Speak. Mm-hmm. It’s, it’s, it is more volume. Um, well, at least in my experience of what I’m doing. Yeah. It’s, it is a numbers game, isn’t it? And it’s, yeah.
It’s looking at those [00:56:00] percentages because people think they’ll look at 1600, which is obviously phenomenal, and go, how do I get that? Well, hang on, you need 44,000 in at the top. Like that’s how you get, that’s what it took anywhere near to get to those numbers and, and we just need to work back on that.
But anyway, Carrie, thank you so much. It’s been an absolute pleasure having you on so much.
