Hey, hey, welcome to the Summit Host Hangout Podcast where you'll learn how to host a high converting virtual summit that leads to your biggest signature offer launch yet, I'm your host Krista from Summit in a Box. And I'm so excited for today's episode. If you have been around a while and just like happened to pay close enough attention to key in on my marketing patterns, you know that I love a good live launch like, Evergreen is amazing. You know, the the sales coming in at any random time are great. But I just love the energy and connection of a live launch like also like that ad revenue is a plus. But like you just can't match that energy and that connection you get to make with your audience. I mean, it's good that I like that, right, because that's what a Summon is. In with helping people with summons all the time. I do see people often ending up in burnout, which really breaks my heart like I want you to love the heck out of the summit hosting process. But there are certain decisions that we tend to make throughout the process that make us Summit, or really any launch become stressful more than fun. And that's why I'm so excited to bring on a special guest today to talk to us about creating luxurious and burnout free lunches. And I just love the sound of that. So to give you some background information on our guests, she is a launch strategist and copywriter, who has helped hundreds of online brands execute 100k, plus a marketing and launch campaigns Grossing over 3.5 million in revenue. She supports six and seven figure coaches and course creators in creating lush and luxurious launches. Her framework when she works with her clients is based on objective business data and subjective personal experience which enables her clients to preserve and grow their long term revenue, avoid burnout and still enjoy their lives all while designing a launch experience that rejuvenates and preserves their well being. And for some of you like me when I read that the first time, that sounds impossible, you're like What even is this? And I'm so excited for you to hear what Chelsea has to share today. So without further ado, let's dive in and talk with Chelsea Wallace from the launch copy Coach, welcome, Chelsea. Thank you, Christa. Hi, everybody. I
am so thrilled to be here. I cannot tell you like it is such a pleasure to be with you all today. Thank you so much, Chris. I know. Thanks a lot for like,
Oh, I'm so excited to have you and like your energy is so contagious. I could barely get through our intro here. And honestly, I'll probably end up re recording it. So if you all listen to the intro, and I didn't just mess up constantly, it's because I re recorded it. Because I'm just pumped, like the energy is good. And I'm talking to you fast. And this is gonna be so much fun. So thank you for being here. Before we dive into all the goodness, we have planned about launches. Can you just tell us a little bit more about you and about your business and anything we should know? Yeah, sure. So
I mean, I am born and raised Jamaican living in Jamaica. So I'm operating this business, from Jamaica, with like clients all over the world. And that brings, of course, its own timezone and other challenges. But I did want to say that as an additional thing that you should know about me because it I think gives me a sort of, and I've had clients say this to me, which is why I'm saying and now a sort of like chill perspective, like an island vibe. We're just like, Chelsea, I'm over here freaking out, and you were fine. And you helped me be fine. And that's why I enjoy.
We all need that.
All of us like I will bring the coconuts and the umbrellas and the beach chair vibes to your launches. That's what I'm here for.
I really love this. I love this. How do you work with your clients.
So typically, my clients find me when they are about to launch again. And they know that I am not here for the burnout. I'm not here for the missing sleep. I'm not here for the never seen my kids never leaving my house never walking my dog. Like never like I'm not going to end up in the hospital again. Because I've had clients tell me that they've ended up in the hospital from like launching. So they find me when it's like, I want to create higher dollars higher dollar results. But I really don't want to pay the cost that I've paid in the past in order to do that. And so we work together really refining their strategy and their messaging based on the data from past launches and the data and their business. But we also align all of that with like, you know, what do you have going on in your life right now? And can you also please leave space for life doing the most because it always will do the most especially when we decide to launch? It will just decide. I'm wiling out. I'm out here. I'm in the streets and all of a sudden you're getting emergency calls. Your kid is sick like everything is good. Going Crazy, right? So can we just leave space for those things do you know, like, we really work on ensuring that your energy your well being and just the spaciousness that you need is present in the entire process, while the strategy and the messaging is over here working to get you the results that you want to see.
I love that so much. And I love that you mentioned life doing the most when you're trying to launch it. Last week, I had a call with our Summit in a Box students and someone was on feeling like a little nervous around like actually picking a date and starting her Summit. And because she's like, I'm a single mom, and like, my kids sit home today in the other room, and like, how, like, how do I do this? And no, that's not gonna happen. And I think I think she wanted me to be like, Oh, no, it's gonna be fine, like, everything's gonna turn out. But I was like, Oh, he will be home just count on him being sick or school being closed, and him being home. So how do we plan for that happening. So I love that you said that, because that's my experience, I am always sick or a kid is sick or COVID happens, like something happens every time. I'm trying to do something
I'm trying to do something every single time. And a part of that is like, especially if you get sick before during slash after a launch. A part of that is your body is reacting to everything that you are now, like doing your mental energy is taking up, your emotional energy is taken up, you're doing a lot right now, right. And there are a lot of us who are carrying a whole lot in life period, you know, family, friends, business clients growth, all these things that we are carrying to add a launch on top of that your body is just responding. So make space for that. Recognize that it will happen and account for it and your launch plan. So that's something that I always make sure to do with my clients. And anytime they're feeling overwhelmed as well, because a lot of my clients can be single parents. They are like I've worked with expecting moms who are about to give birth, like right before their launch or right after. Like, okay, how do we make sure this isn't crazy? It needs to be accounted for.
I haven't done that, too. Okay, so yeah, I know everyone listening is like nodding their heads and thinking of certain experiences of these crazy things that have happened when they've gone to lunch. What do you think is the biggest thing that keeps people repeating these patterns that keeps like, for example, me saying I am sick? Like every time I do, I mean, every time I launch, I'm always sick. What are we repeating that's burning us out time after time?
Well, I think that one, it's very normalized in the industry, for us to hustle to grind to push to strive through launches, like this is just what we've been taught to do. This is the culture, this is the space. And so even starting to think of a different way of doing this is very outside the norm and almost like, Hmm, I never actually thought that it was possible. It didn't even occur to us as like an option, you know, in our thought processes. But I also think that coming from that normalization, trickling down to our like, day to day operations in a launch, there's also the fact that we have assimilated that belief, we now have owned that and said this is what's required, we now believe that this is what's required in order to create a high dollar launch in order to create the results that we want. So we now believe that some I mean, I don't know if how many of us will actually admit to this, like, in my view, subconscious, in my view, like overt, but there's this thought process that, oh, if I'm sick, or if there's a lot going on, it kind of means that I'm on the right track. It kind of means that there's something going on, right? Because if the launch is doing the most and life is doing the most and I'm striving and I'm hustling, great, it means I'm gonna get to lunch I want it means I'm gonna get the results I want. And so we repeat the patterns, like all the time because they feel affirming for us because they feel like oh, yeah, this is what gets me the results. I'm on the right path. And we don't realize that there is another option there is another way and another way also feel super risky. I also want to acknowledge that because it feels like if I don't hustle, if I don't grind if it's not all up to me, and I don't do everything and be everything to everyone including every single moving part of this lunch. If it's not Superwoman time, then super Superman super person time right then Now, what's the outcome? Right? There's a huge risk there, of the outcome not being what we intended it to be. And we all know how disappointing and like, just, deeply thinking feeling can be, when your launch doesn't go the way you plan, we do everything that we can do to avoid that feeling, which means I'm not going to take the risk, right, I'm not going to take the risk that this might not work. So I'm going to do everything I can to make it work, which means super person time, as much as less go. And so there's a combination of you know, this being the culture or own personal beliefs and not wanting to risk it. But I think that this is where, like, this is why I've integrated my approach the way that I have. Because if you base your decisions on the data, and if you work with the numbers that you have, in your own business in your own launches, then it makes it easier and reduces that perceived risk of things not working out, because the numbers are telling you that it's likely to work out. So you can walk in a bit more confidently knowing that you have some more space, some more breathing room, that perceived risk is reduced. So you can engage another option that is not as as on my chest kind of vibes, but it's more, okay, I'm on naps. I'm more, I'm on turn off the alarm and wake up whenever I want. I'm going to actually take a walk spontaneously today, I'm going to decide actually, I don't even need to look at the lunch today. It's okay, it's doing its thing, I'm okay, you know, like, we have space to make those decisions. Because the data has told us you do have space to make those decisions. So I think there's multiple reasons why we continue in the patterns. But if we integrate the data, it can give us the confidence to start to release and kind of walk ourselves back from those patterns.
Oh, my gosh. Number one, I'm so excited to dive into the data, like pick your brain more about the data and a little bit here. And I want to jump right to it. But I'm not gonna let myself because I think there's other things we could talk about first, very excited about this. But you are so right about how we are trained by ourselves, somebody I don't know, to feel like when we're not doing when we're not hustling something is wrong. I feel like that I feel that every day. There's not a bajillion things in Asana for me to do. I'm like, something's wrong. Everything's going to explode. What can I What can I do? And I go looking for things to do when it's so silly!
Something must be falling through the cracks. If I don't have a bajillion things on my to do list. Yes, yes. Okay,
so let's, let's talk about the flip side of that quick, can you kind of paint the picture for us, since a lot of us can't picture this ourselves? What can a lush in a luxurious lodge actually look like? So
I'll tell you what it looked like for one of the clients that I worked with who was one of the most extreme cases that I've seen, like she's the one who told me, she ended up in the hospital from her like past launches. And the crazy thing about her launches is that she was hustling and grinding so much. She wasn't leaving her house. She couldn't walk her dog dog was stuck inside for three weeks because she was stuck inside. For three weeks. She didn't shop for groceries, she forgot to eat. She was up until like two 3pm. All of this probably sounds familiar. And she literally ended up in the hospital after her last launch. And the crazy thing was that she wasn't seeing the results she wanted. Her results were kept at like 22k 21k 25k That was like where she was oscillating at in terms of dollar about and sales. And we work together. And I am telling you all she actually got sleep. Eight hours, nine hours every night. She was out walking her dog every single day. Brunch, like spontaneous brunch happening with friends to three times a week, where I should remember she will shut in to her house for three weeks, like straight versus spontaneous brunch three times a week. Hello, right? See she was actually going out for groceries. She was actually enjoying her meals like actually eating and enjoying that, you know, and she she told me that she had never felt this free in her business in since she started her business and since she started launching our program and the fact that we like three external results to go from 2520 25k to like six Did you okay, that time span was just the amazing icing on the cake. Because our goal was I think, I think I'll go with something like 50 or 40, something along those lines, and we tripled it. And so yeah, that's, that's what's possible. I like to tell my people, you know, whatever, whatever you want it to be like our spa days, your vibe, isn't just walking around the corner to Starbucks and getting your favorite coffee every day is that your vibe like what feels lush and luxurious and like a treat for you? There's no reason why you can't fully integrate that into Okay, I have a webinar tomorrow. Today, I sleep all day, you can plan for that. Like this can literally absolutely be the way that you structure your launches, if you want.
I love this. Okay, so what? What tips would you give us for getting on the path to creating our version of that?
Yeah, I think the first question is actually asking yourself, what would that look like for you? What? What fills you up? What things? What activities? What actions do you enjoy? And in terms of, I think there's, there's a certain level of self awareness that comes with this, because you have to know what fills your own cup, right? Like, if you're not sure, if you've been disconnected from that for so long, that you don't even remember, then that's probably where you need to start? Because I that's a question that I can answer really easily. Like, my most luxurious launch is naps all the time every single day. Like, that is my job. Right? But that's me. What about you? So it's first kind of answering that question of what fills my cup, what refills me and just having this like, hella long list, if you can come up with 2030 things, right? Just like give yourself a list of all the dream things, and then start to examine, okay, because now you have to integrate that into whatever your launch calendar looks like, right? So where do you need to find space in this, where you need to adjust things do do the dates need to change. And this is like a shift in priority, because the priority doesn't is no longer the webinar, or the challenge or whatever launch event it is your priority is now taking care of you. Right? So are there places where you need to shift your expectations of this launch? Are there places like actual dates, you need to change timelines that you need to expand, to give yourself more room to take care of yourself while you execute and plan for the launch? So there's a slew of questions that I typically walk my clients through, but it's, it's kind of like a two phase process is one, examine what refills your cup and then to how do you integrate that into your launch actions into your launch calendar, from the moment you start preparing, because this is not just running the launch, it's also the planning, because a lot of us, some of us decide to launch and then you know, smush everything into like a two week timeframe, and kill ourselves with like writing all these emails and stuff. But some of us also do have a longer planning timeline. But we don't account for the fact that it still takes energy to plan over that long timeframe. So you still need to include things that we fill you. If even if you give yourself three months to plan for a launch, you know, like you need moments in there. So how do you integrate those things that fill you with the launch calendar that you have? That's one of the quickest ways I think if you can add in one thing a week, even, that's one of the quickest ways to just start to reset this pattern, rewrite this pattern in this relationship that you've had with launching that just has not served you up until this point,
I love that. And what I'm hearing from you is like, these changes aren't going to happen on accident, you're not going to go from running launches that burn you out and makes you sick and miserable. To just like, magically, I was gonna be like, Oh, this one is actually really awesome. Like, you're going to have to be intentional about what you want it to look like and plan it in. Yeah, that feels much more realistic. To me. Something else you mentioned somewhere that I wanted to ask you about was like the different mindset and emotional pressures and triggers that come in with logic. Can you like talk to us a little bit about like, maybe an example or something like that, and how to navigate things like that? Yeah.
So I mean, one of the most common things is well, actually, I mentioned two that I see all the time is one is is going to work. You know, we open the doors and sales are only just trickling in, or we get, you know, to that middle of the launch slump and it's just like, are we doing something wrong? Is there something else that we could be doing? And that's the second kind of like, mindset story The thing that can trip us up is, can we be doing something else? And also will this work? Those are the two that I see. And I think in those moments, it's important to, first of all disconnect from the launch. Because you are not your launch. Your business is not your launch, you can run a business, an online business with a course or coaching program, and never, ever do a live launch. I want you all to understand that you have full permission to never launch again. And this is a launch strategist and launch copywriter are telling you this, okay? Like, Krista and I love launches, we will launch all day every day. But launching is not imperative to selling or successfully growing your business. All right, you don't have to launch to do those things. No, that's it. First step, disconnect from the light. Because like I said, You're not your launch, you're not your business, or the business is not the launch. And there are other things in your business that are working. Right. There are other things in your life that are quote, unquote, working for you that are beautiful and fulfilling. So reconnect to those things for a moment. And remember that those things matter to you tap into that feeling those that fulfillment that you get from those things. With that what it does is decrease the anxiety around those like doubts, fears, mindset triggers that come up for us. And it kind of grounds us and brings us back to center emotionally a little bit. So that we can come back and look at things a bit more objectively. Because when you don't do this disconnect, you're freaking out. You're like panicking and frantic, even if you're trying to push it down and suppress it. You've got like, there's a whole emotional minefield happening in your heart here, right? Like one little comment or one little thing on your to do this can set you off again. And so trying to determine an answer the question, Will this launch work? Is there something else I need to be doing trying to answer those two questions from a heightened emotional state does not support you, and it doesn't get you to the best or even most effective response. So disconnect first, come back, when you've kind of sent her a little bit like you can take half a day. And or take a nap right? Like do whatever you need to do to reset, come back and go to the data. Go to the numbers immediately. I am always the person who will tell you and I got I got this from a friend of mine, Courtney. And she says data over drama and I'm listen all about it. Right? Come back to the numbers. What are the numbers telling you about this the potential of this launch? Are your webinar registration rates, what you needed them to be? Is your show up rate what you needed it to be? Or average open rates, what you need them to be or your click through rates what you need them to be? If not, then you can say okay, it's less than less likely that I'll get to where I want to go. Right? I mean, that's the answer to the question of will this launch work? Because work is not so much like, is it good? It's kind of get you to where you want to go, right? And there are tons of metrics for that. By the way, sales are not the only thing to measure launch success. But that's another. That's another other discussion. But I do want to say that sales are not the only thing you can measure here. That being said, you can look at the numbers and look at your data and say, Okay, this is not getting me to where I want to go. Is there something else I can do then to address this particular metric? Where there's a gap, right? Because and this is why I say you have to start with making database decisions with your strategy and your messaging. Because if you know what your numbers should look like. And if they're not looking like that, then you get to say, what can I What else can I do? But if the numbers are looking the way you want them to look, even if you're feeling frantic, and like crazy, the launch is doing what it was supposed to do. Step back, leave it alone. Let it do its thing. But if it's not, then the question becomes, okay, what do I need to do here? What can I do here? Do I even want to do something here? Because that's the other thing too is like, do I have the energy, the capacity, the bandwidth to do something? Right? Because if I'm over here, serving my clients and launching, and the numbers don't look the way I want them to look, I might not have the energy to do anything about that. And if that's the case, then do I just adjust my expectations of what this launch will be? Or do I try to find the energy and the Kappa Stand the bandwidth in some way to do something about it. Right? These are these are the questions I help my clients to answer because this is what it comes down to when we have those kind of mindset triggering questions is distance data, and then adjusting decisions based on this is so like,
I feel like I help our accelerator clients walk through this on like, maybe not quite a daily basis. But everything you were saying. I'm just like nodding along with because it is so hard to make good decisions when you are in that state of oh my gosh, yeah, this isn't working. What do I do? And like, you know, it's easy for us to be like, Okay, what are your conversion rates? Okay, that's the issue. Oh, here's exactly how you should fix that. K, thanks. Report back soon. And they're like, oh, that fix everything. But it's so hard when you're in that in that place.
And I don't know about you, Krista. But it's hard for me to in my own.
It's way easier with someone else's launch
is always the case, right? If you're an expert of any kind, and you're listening in on this podcast, it's always easy for your own stuff. It's harder, it's way harder. Or rather, it's always easy for someone else's stuff. It's harder for your own stuff, right? This is these are the things that I tried to also tell myself is like you can't you it's not the decision that you make is not going to serve you. If you don't give yourself that space. And then you actually have room for your own understanding and expertise to kick in. When you're frantic, you don't have any room for that, you know, so yeah. Oh, my
gosh, I love it. I love it. Okay, I also wanted to dive in to something else from your bio that caught my eye or attention, I guess. And then something else you said on here. You talk about using data, you said objective business data, and subjective personal data. First of all, can you tell us a little about what you mean by those two things? Yeah.
So the objective business data is literally the numbers that I kind of broke down a while ago. This is like your conversion rate on your entire launch funnel, you know, like, webinar registrations, like, where are your touch points that your people are finding you? And where are those leads coming from? All of those numbers that we typically like to look at in a business, those are the like, that's the business data that I'm talking about. And then a subjective personal experience piece is thinking back to your last launch, or the launch before that, or the month before that, however far back, you want to go. What drained you what didn't work for you? Right? Because here's the thing, you could have done a five day challenge. And it was the highest conversion rate you've ever had in a launch, right? Like, let's say you did a five day challenge. And you got like, I don't know, 50% conversion on the entire launch funnel. But where before you were at like eight. That's phenomenal. By the way, even, it's crazy, let's just say, right? Like, even eight is amazing. But let's say you weren't eight and now you're at like 1650, whatever the number is. But you're hella drained from that five day challenge. Now the question becomes, I have the numbers. I understand what my personal experience was. Do I want to repeat this challenge? Because I know it works like gangbusters, it gets the result that I love. And if I do, how will I adjust my own actions and energy to refill myself? So I don't feel the way I felt the last time I ran this challenge? Or do I say, You know what? I don't even want to even think about trying to give myself the energy to do this. Because I have a whole lot going on in my life right now. And a whole lot going on in the business. And so let's just not do the challenge. I'm okay with a lower conversion rate for right now. Those are the decisions that you get to make. When you ask yourself, What's the data telling me? How did I feel when I ran that strategy? Or ran that play? Or executed that action? What What was my personal experience? And then you can ask, Do I want to repeat that? And if not, how do I change things? So that's kind of what I mean by like, yeah.
Oh my gosh, that makes perfect sense. I am really good at the data part. I will look at the numbers all day long and make decisions. I don't think I've ever once again like how did I feel last time? How did that go for me? And it's like, dela Why do we not do that? And then combine the two pieces. The launch can be awesome, and we can feel awesome. But we have to analyze that data also. Oh my gosh, you're just opening my mind. I love it. So good. Okay, I mean, I feel like you helped my brain effectively explode. I hope everyone else listening He has had that experience as well. So to round it all out, can you let us know? Like, if there's one takeaway we get from today? What would you want that to be?
Yeah, I mean, I think we've we've been saying it, it's like, you can have a launch you love. You can have a launch you love you get to do that. Like, as business owners, there's so much that we saw, we signed the contract to become a business owner. And we didn't even there was fine print that was invisible, y'all like it was so fine that we didn't even read it. And so we sign these contracts. And we don't even know what we sign up for. And we walk into a launch. And we're like, oh, shoot, I didn't realize that this is what I signed up for, I realized that this was a contract I signed. And I don't know if I want this, right. But the great thing is, the terms are negotiable. You can go back, rewrite that contract, cited again, in a way that actually makes you happy, makes you feel supported, and still gets you to where you want to go. And what that requires from us is just a real intentionality and self awareness about what we need, like honesty about what we need to support our own well being in the middle of a launch. And then the skill, I think, to fuse those two, because it's going to take practice, you're not going to necessarily feel like oh my gosh, my launch is amazing. The first time you launch like this, like it's not going to be from zero to like, if the versions of your launch before that drained, you were like zero, you're not just gonna go to 100 Oh, my goodness, fully luxurious launch in one launch like cycle. But growing that skill, of fully integrating what you need with your launch, and doing so in a way that gets you to that results. And or, you know, you adjust your expectations and your goals and your actions to ensure that you're not broken or disappointed when you don't get to the result you initially wanted. That's a skill that we all develop once you start to engage this process. So if there was anything, it's it would be that you get to have a launch you love. And the pathway to get there is not as complicated as you think.
I love it so much. Thank you so much for sharing all of this with us. Can you tell us where people can go to learn more about you and what you offer?
Yes, I am on Instagram at the launch copy coach. That's my main place of Abode on the interwebs. If you if you have questions, if you want to talk through anything we talked about, if you want to even like run your launch numbers by me, I will answer because I live data. I will always be the person to answer anything data related, or you know, like subjective experience related as well. This is what I do, right? So I'm on Instagram, if you want to learn more, my website is the Chelsea wallis.com. And I also have like, stuff there around. I have like my case studies download that crystal will have in the show notes for you all where you can see how I've worked with my clients around great results and sustainability. Then you can also learn more on my website about like, what I do and how I work and all that jazz. Awesome.
That sounds perfect. Like you said, I will link to all of that in the show notes. Thank you so much for being here, Chelsea. This was so amazing. And thank you so much everybody for tuning in. For shownotes and resources mentioned in the episode head to the link in the episode description. In the next episode, I'm going to do a little behind the scenes and share my top takeaways from 2023. Some some are related some launch related some not. So it should be a fun one for any of you who are into that kind of thing. For now go out and take action to plan, strategize and launch your high converting virtual Summit.
