The Low Budget Ads Myth

SPEAKER_00 0:00

So everyone keeps telling you to build a low-ticket funnel or like low-ticket offer funnel and then to spend a lot of money on ads every month. And there’s this misconception that Facebook and Instagram ads are pay-to-play that in order for you to be running ads successfully for your business, you need to be prepared to spend $2,000, $3,000, $4,000 a month. And I’m a bit at fault for that because plenty of guests on this podcast are doing the exact thing. So I have as a guest, hey Stacy.

unknown 0:32

Hi.

SPEAKER_00 0:33

And if you can’t see us yet and you want to watch us on YouTube, head down to the show notes below and click over to the YouTube channel and watch this very same episode. But you need to know something about Stacy. Her name is Stacy Brass Russell. She’s a brand and business coach for coaches and experts. And before that, she spent nearly 20 years in the yoga world teaching, certifying other teachers, and building one of the most popular studios in New York City. And so here’s why she’s the right person for this episode. And here’s why she’s absolutely going to dispel this myth. Ooh, that’s a bigger word than I normally use. Hopefully I used it right, but she’s going to bust this mess, throw this myth out of the water because she sells one high-ticket program. It’s around $9,000, at least at the recording time of the recording of this video. And she does a couple of launches a year to a small list that she’s proud of. And she does not run ads all year round. She’ll, before launch, spend $15 to $25 a day on ads to fill a free event with about 200 people, but they’re 200 of the right people. And from that free event, five to seven of those people join her $9,000 program, which, if you run the math backward, makes her funnel, her offer incredibly valuable and successful as far as ads are concerned, but also as far as business is concerned. And this model, then, is the kind of model, let’s say specifically here, a high-ticket model, that course creators tend to talk themselves out of running ads to. So we’re just gonna kind of walk through on a journey of how her launch registration works and what she does with her ads. We’ll talk about the highs and the lows. We’re not going to get into a bunch of nitty-gritty numbers, but you absolutely will leave this episode feeling inspired by a successful launch that does not depend on a huge ad budget. And also, one former really cool detail. I’ve known Stacy for several years now. Um, we were part of a mastermind together, but she was in the original production of Annie on Broadway when she was 10. This is out of control. Stacy, thanks for being thanks for being here on the episode with me.

SPEAKER_01 3:00

Thank you so much for having me. I’m excited to talk to you.

SPEAKER_00 3:04

I’m excited to hear from you. Like when you were sharing those numbers with me on Instagram DM, I was like, ooh, we we have we have to we have to share. And then as you were saying about like you weren’t quite sure if this would be like the best ad episode or not, I’m like, absolutely, we need you on here so that somebody knows they can run ads at like $25 a day. But but before we get ahead of ourselves, yeah, there is one thing that I absolutely must say, which is that you already had your offer converting organically very, very well, right?

Choosing A Business Model That Fits

SPEAKER_00 3:40

This wasn’t like you started running ads hoping that it would work. Your offer was working first.

SPEAKER_01 3:45

Absolutely not. Exactly. So, you know, I uh my business model has always been, you know, I don’t love like always using this term high ticket, high ticket, but I think when we have conversations like this, um, it’s important to sort of make a distinction between a business that is trying to make its money by selling volume and low-ticket offers, right? Low to mid-ticket offers, and having to do a tremendous amount of volume in order to generate the revenue that someone might want to make versus a high-ticket offer business, which is what I’ve always had. So, you know, I started out as a one-on-one coach and I still do coach one-on-one. So that counts as high ticket. And then I have always then added in when I was ready to move from one to one to one to many, I added in, you know, programs that were still high ticket, you know, um, because I’m a live deliverer. I’m really a coach and a teacher, and I’m in there with my clients. I’m not selling automated, you know, products. I’m not selling evergreen stuff, passive stuff. And um, and so therefore there’s a price tag with that, right? With the kind of work that I do. And, you know, the business model where you can make, you know, in the multiple six figures, you know, and beyond. I mean, I could definitely get to seven figures with the business model that I have easily. Um, you know, that that that business model is one where you don’t need a huge audience, you don’t need a huge list, you don’t need uh to be doing volume. And, you know, you can make a very, very nice living. And I always like to say profitable because you really don’t have to um spend so much money on lead gen if what you’re doing is really nurturing the right audience and the right people. And so, you know, and so I think that like um the, you know, the the business model that I have might not be for everyone because they might not want to be as involved in their business. But for the people that are really doing live delivery, really coaching, really delivering their courses and their programs that show up for clients, those those businesses to me are relationship-driven businesses. And so, you know, using I built my offer, I validated my offer, I already was running, had my offer going and my launches before I ever started putting money into ads for them so that I knew that what I was gonna invest the money in was amplifying what was already working versus trying to get people to pay me money or join my offer that it that I didn’t even know like who the right people were or how to sell that thing.

SPEAKER_00 6:50

So, in a nutshell, almost in the sound bite, if you will, say you’re sitting in a mastermind with other online course creators and coaches, and one of them, one of them tells you that they are basically convinced that they need a low-ticket offer funnel and let’s just say like the big volume play with ads to be to be profitable. What’s the first thing that you’re gonna tell them?

SPEAKER_01 7:16

Well, I mean, I think the first thing I’m gonna tell them is, you know, like what do you I’m probably gonna ask them a question versus tell them something because I’m a coach and I like to ask questions. Yeah, but the but I think that like the question that I’m always gonna ask somebody is but what are you really selling? Because I see a lot of my peers, your peer, I see a lot of people um think that it’s easier to sell a low ticket item, which news flash, it’s not, that it’s easier to sell a low ticket thing. Um, and that they need more leads, right? But I think that what it always comes down to is like, well, what are you really selling or how do you really want to make money in your business? And I think that the first thing that people don’t think about is their business model. And right. And I think adding in a low-ticket offer to an already established business, I think that’s great. Like if that feels to you like that’s the next thing that you want to do to kind of like optimize or increase or to take you and your revenue to another level. But I think it’s always important to ask yourself, why do you think you should do that? Because if what you’re really selling is that deeper, intimate one-to-one or one-to-many work where you’re delivering live and all of that. And that’s really where your heart is, and that’s really where the bulk of your revenue comes from, then focusing on a low-ticket thing that requires a ton of time and energy and money to sell may just be distracting you from selling the thing that you really feel is like where your heart is and what you really started your business to do. And I see a lot of people getting very in their head when it comes to business, and they start um veering further and further away from the from the thing that they really, really set out to do when they were like, I’m gonna have my own business, right? And most of us like wanted to do work that like lights us up, that feels really gratifying and rewarding and that we love. And then once you’re in the business world, it’s and you realize, oh, this is like not as easy as I thought it was gonna be or whatever. And you start spinning out and trying to find a solution. And I just think that sometimes the people that want to go right to low-ticket funnel and ads are not solving for the right problem in their business.

SPEAKER_00 9:55

I can’t wait to hop into the ads like this.

SPEAKER_01 9:59

I don’t know, you said just give me a soundbite, but it’s hard to just do a soundbite because it’s very complex. Like when you think about business strategy, and I think that it’s hard because people want to, you know, people want to just sort of either copy what someone else is doing because it looks like it’s working for them, and you’re like, I’ll do that, right? I mean, all of these things that happen to business owners when what they really need to do is have be much more analytical about like their business, what they really do, what they really want, and how they want to make their money. And it’s like, do you want to make your money with low ticket volume, or do you want to make your money with more, you know, um higher ticket, juicier offers if that’s what you do? It just really depends on what you do.

SPEAKER_00 10:44

I like it. Okay, so let’s

Why Live Workshops Build Trust

SPEAKER_00 10:48

go. Yeah, you talked about so your whole funnel, let’s talk about like this. Uh, runs on live events, um, workshops, master classes, and boot camps, correct?

SPEAKER_01 10:58

Yes.

SPEAKER_00 10:59

All right, why live? Like, like what does what does a live room do that an evergreen funnel can’t?

SPEAKER_01 11:06

Oh, so many things. I mean, well, first of all, I think that when you give people something to do on their own in their home by themselves, and they’re just watching you um and slides, I think first of all, it’s it there isn’t an actual energetic exchange, and the person really can’t fully pick up on your energy. That’s first of all. Second of all, I don’t think that people get, and I use this word a lot and I know it doesn’t resonate with everyone, but I don’t think that people get transformation or true like aha moments or true breakthroughs when they’re just kind of passively sitting and watching um something. And I think that for what I sell, especially because I sell a $9,000 and up offer, um, people need to be very, very convinced during the workshop, masterclass, boot camp, whatever, they have to have an experience that makes them start feeling like this could be possible for them. They also have to have some sort of a breakthrough where they go, oh, wait, she actually really knows what she’s talking about, right? And I think a lot of times in evergreen webinar funnels, what happens is that the old school webinar style is that you kind of bring people in with a problem, you sort of like hammer the problem over there, you know, you hammer them over the head with it, and then you show them a million case studies, and then you tell them, and you should join my offer. And and there’s something really missing in there to me, which is what’s very needed in the marketplace now. It’s what I’ve always been doing, but because I’m a teacher and a transformational expert, but I think that what a lot of people that are doing evergreen funnels are experiencing now is their conversions are really down. And I think a big part of it is because people need so much more trust now and they need to feel something in themselves, something emotional for them to make a buying decision. And I don’t think it’s that easy to create that when you when someone’s just kind of sitting alone at home watching a video that they’re half-heartedly paying attention to, and they’re also not really in real time getting a result. And when people get a result from you in real time, they are much more likely to think, well, if I got that from this free thing, then I bet you I’m gonna get even more from of that if I pay.

SPEAKER_00 13:51

Okay, all right, all right. Um, I just I just want to jump to your funnel. I want to jump to your ad funnel so bad.

SPEAKER_02 13:59

I have a couple, I have a couple more okay, okay.

SPEAKER_00 14:02

Whatever I want to do, I I gotta a couple more couple more

Nurture First Then Spend On Ads

SPEAKER_00 14:05

questions here. Um okay, so you’ve been running ads and always to your free event, which you do how many times a year? Three or two times.

SPEAKER_01 14:16

I do three, like, you know, sometimes I throw in like a nurturing like workshop or masterclass. Cause again, as I said earlier, um, you know, because my program is is, you know, it’s expensive. Like I’m not over here thinking that it’s not a big deal for someone to drop, you know, a lot of money to work with me. Um, so what we had said earlier also was that like I don’t rely on a launch as the only time that I’m in touch with my audience, right? So I do a lot of nurturing. I really serve my email list. I have a podcast. I do a lot when someone comes into my ecosystem, right? When they come in through an ad and they get on my list, um, and maybe they come through, you know, they do do the free thing, which also, as we know, people sign up for stuff and then don’t show up. So, like that also happens, right?

SPEAKER_00 15:11

I want to ask a little more about that actually. Yeah, because I think you don’t currently use a like a free lead magnet, but were you thinking about running one soon? Did I see that in there?

SPEAKER_01 15:21

You mean running ads to a lead magnet? Yeah, I don’t because I kind of think of my events as like a lead magnet, also. Um, and I also have my podcast. So I feel like when it comes to like choosing, like, what are all the ways that I’m gonna bring people into my ecosystem for now? I’m not, I mean, I think that like the other thing that’s interesting about me is that I don’t have a lead magnet that I that I love, like that I feel like it would be worth throwing money behind. And so that is something on my sort of my to-do list that I’d like to do. But as any business coach would tell me, tell you, what I would tell somebody else is I would say, yeah, you might want to have that. And I do. And also things are working really well. I mean, you know, I have a business that a lot of people would be envious of. I mean, I have a business that generates almost a half a million dollars a year, and it’s very profitable, right? And it’s very profitable because I don’t spend thousands of dollars every month on ads. So I’m just saying, right? So when you look at, I have friends that have businesses that are over seven figures a year, but for them to make that money, the amount of money that they’re spending to make that money is like it’s a lot. So when it comes to profitability, a lot of my friends are like, well, your business is actually more profitable than mine, right? So these are things that I think a lot of people don’t think about. I think that a lot of people are not looking. It’s sort of that like looking under the hood, you know, of like people’s business models and stuff. So as far as like running ads to a free lead magnet, yeah, I want to do that, but it just hasn’t felt like it was taking top of the list priority because I do have other things that are working, and that would be like uh, okay, do I have the time, energy, and bandwidth to the and money to the now like kind of add that, then I’ll do it.

SPEAKER_00 17:21

Okay. I can’t wait. We okay. I’m asking you about your ads funnel now.

An Offer For Hands-On Ad Help

SPEAKER_00 17:27

Um, we’ll get right back to that in a moment, dear listener. If you’re listening, which you are, if you’re an online course creator and you are running ads like Stacy to a funnel that’s converting well, you just feel like those ads could be running better, or you would love to have an ad hire, like hire an ad manager, but doesn’t quite make sense, then I’m not gonna go on and on about it. There’s something called the ad room. It’s me doing ads with you. You have me as an ad expert in your corner throughout the week to help you guide the ship of uh ads, Facebook and Instagram ads, if you will, and help you get better results out of your funnel. More on that is in the show notes below, Stacy.

SPEAKER_01 18:14

Yes.

Inside The $25 A Day Launch

SPEAKER_00 18:15

Let’s talk real numbers.

SPEAKER_01 18:17

Okay.

SPEAKER_00 18:17

$15 to $25 of ad spend a day when you launch, about 200 people coming into your free event, uh, half from ads, half from your list, or maybe the percentages are slightly different, which is completely normal. But break break one break one launch uh down for for me and the listener. Like, what does it actually look like start to finish?

SPEAKER_01 18:40

Great. So I do my my highest converting, um, and this is the other thing. I think you know, what your launch event is also all of this like is part of the picture, right? It’s not just like the ads. So my my high converting event is is called the Profitable Coaching Business Bootcamp. And that’s a five-day boot camp. And it’s also very robust. And I’ve refined this over many, you know. The other thing I I want to say to everybody, you know, is you launches get better and better as you do them. So like when you do a launch and then you know it’s the first time, you can’t always, you know, judge it and its conversions or whatever and throw it in the garbage, right? Because you’ll know when you land on the right content for your launch that really, really leads people to your offer. And then, you know, and then you have to like keep doing it and and and refining it and doing it better and better. So I feel like we’re really dialed in over here. So my five-day uh boot camp, I think it’s important to know what we’re selling, what we’re running ads to, right? So my five-day boot camp is this very high touch experience because, and that’s also we’re only able to do what we do because we’re not trying to get a thousand people in at the top. Because it’s the people that do register, they immediately get an opportunity to book a complimentary 20-minute coaching call with one of the coaches that works for me. And so as soon as people register, they get that opportunity and they keep getting that opportunity like throughout the boot camp or whatever. And so we end up getting a bunch of those people to a call. It’s not a sales call, it’s genuinely a call to make those people feel like they’re getting one-on-one attention during the boot camp. There are my coaches or helping them to like really assess like what they should maybe be really focusing on during the week of the boot camp, you know, whatever they need. And it just gives people such a good feeling to have like a human to talk to, right? And then during the boot camp, I do there’s a VIP upgrade. So you should also know that that’s a a little bit of what you might refer to as an order bump. So, you know, um, and I vary the prices, I test it all the time. Sometimes it’s $27, sometimes it’s $47, depending on what I want to make the VIP thing. It’s usually an added workshop that is only for the VIPs. Sometimes I do like an audit, like where they can submit um some an offer or something for me to look at, and I send them a little loom back. So I do a VAP upgrade that also usually includes extended um access to the replays. So we try to like create as much, you know, like because I’m I’m not a big bonus person. Like I don’t believe in selling through um, I don’t believe in like giving people a false sense of that they need more than what my offer is gonna provide them. That’s first of all. And then second of all, I don’t, I’m not really good at doing scarcity and urgency. And so I like to just really believe that I’m gonna sell my offer. And if it’s right for someone, And they’re gonna know and they’re gonna come in. They’re not gonna make that decision based on if I’m throwing in something that they don’t actually really need, because that’s the other thing is I don’t really think it’s good for people to think that they need more than what they need. Okay, so anyway, um, so the model is the boot camp is free. They get this complimentary offer call. So I would say that of all the people that register, we usually get at least 30 of those people to take the call with my coaches. And that’s like gold, right? I mean, that now what’s happening is I’m already starting to be able to understand who registered. So even though these people are coming in, some through ads and some that have already been on my list, my first order of business is get them to identify themselves to me as an actual human, not just as an anonymous person who signed up for my launch. And then another thing that I do, which actually when we were in Mexico together, you loved this that I told you, was we also do, I also use video ask. So as soon as they sign up on the thank you page, there’s a video from me and it’s saying, hey, respond to this video and tell me why you what you want to get out of the boot camp or or you know, why you signed up. So I create all of these high touch points so that the minute someone comes in to this funnel, what they’re really getting is an immediate experience of what it would be like if they were working with me. So they get a feel for my business, they get a feel for like, oh, this this woman’s like this, they’re she’s really here. Like she’s really gonna be like they already get that feeling of me, right? So, so that’s the the boot camp is very high touch in and of itself. So we run ads to that. I spend, like I said, 15 to 20 bucks a day when we first start. And then, you know, and and Quay Jo, I always like to say, I had an ads manager before I ever met you. Um, but you know, so my ads manager is really great about sort of like we just keep in touch and I’m not expecting to get hundreds of signups, but we’ll always like we’ll up it sometimes for the last couple of days, like if I’m not hitting my, you know, what I want. So, you know, we play with that, but the budget is usually somewhere around there. So even if I’m spending around, I don’t know, 1500 bucks a launch or 1200 bucks. I also I start running the ads usually two and a half to three weeks before. So I I open registration two and a half to three weeks before the boot camp because it’s five days and I want my best shot at people actually showing up live. Because that’s the other thing. My biggest conversions come from uh the people that actually show up and that do any number of these sort of high touch points that we give them. Um, so so we start running the ads, and so I’m spending what? I’m spending like up to 1500 plus my ads manager. Even if I were to convert one person at $9,000, I’m already in the plot, you know, I’m already in the in the plots for that, right? So yeah, so that’s the like the the model. People, you know, register. They some people start upgrading to the VIP before the boot camp starts, but I do get a lot of conversions once they’re in the room with me. Then people upgrade, people take book the calls. So the week of the boot camp, the reason why I do it for five days and not just a one-off 90-minute thing, for example, is because I know that that I want to build that like that no love and trust. I want people to get very enrolled in like the whole thing if they’re gonna say yes to a high to an offer. And I make the offer mid, you know, midweek so that I still have two more days. So even if somebody and and listen, I do, I don’t worry about being salesy. I just have to say that like I don’t believe you should ever save your offer for the last day or that last minute, right? So so I make my offer in the middle, and I’m and because I know that my content is so good, I know that even if someone does have a reaction like, oh, she’s selling to me, I they’re still coming back because they don’t want to miss out on the rest of the value that I’m giving them. And so then that gives me another couple of days to be in the room with them delivering and repitching and continuing to tell them. And so they build up a tremendous amount of desire by the end of the week. Um, and you know, and I’m converting, you know, from the the the the top of the launch, we’re talking about, you know, I send emails getting people excited to show up. So even if I’m I’m getting 30, let’s say I’m getting, we all know that numbers drop off during the week, right? But let’s say my live show up rate is 35 to 40 people in the beginning or, you know, or so. Um, and then let’s say it even drops down during the week or it fluctuates, and I’m really talking to like a solid group of like 25 to 30 people who are showing up, who are taking the calls, who are communicating with me on video ask, who are showing up to the VIP. Out of those people, I’m converting five or six of those people. That’s huge. That’s 25% of the room essentially into my offer. And sometimes some of those people, like usually at least one or two people, end up messaging me and saying, Well, I don’t think I want, I’m not, I don’t think the academy, which is my one-year group program, is right for me or for whatever reason. But they’re like, But can I work with you one-on-one? So I also end up converting someone sometimes in anywhere from $12,000 to $20,000 in one-on-one, depending on okay. Yeah, yeah.

Selling Without Scarcity Or Hype

SPEAKER_00 27:59

So you are what I’m hearing is is you are great at nurturing. Let’s say nurturing, that’s a marketing term. You are great at connecting with people throughout your launch, yes, multiple times. Um, I love that you said somebody could hear you pitch earlier on in the launch and feel like, ah, she’s selling to me. I feel like in first of all, like you’re coaching coaches, right? I mean, if we want to have people how to sell, yeah, exactly. We need to be good buyers, but then also in this day and age in 2026, who is going to any online event expecting that there will be no pitch? It’s like right.

SPEAKER_01 28:42

And the other thing is like I always and that’s what my boot camp is about, right? Is about like selling coaching. So I’m over here and I say to them all the time, I’m like, listen, if there’s one thing you should take away from this event, you know, from this whole thing is you should watch me model what I’m teaching you because because if you have fear of selling or fear of seeming salesy, or you don’t like being sold to, you’re gonna have a problem because you’re actually not gonna be able to make money in your business. So, so you know, so you need to like you should should watch a coach who sells in a way that does feel good to you because I’m only selling, I do value and service-based selling. I’m like, I right, I’m like, what am I selling you? I’m not trying to sell you snake oil. I’m literally selling you what I genuinely from my heart believe is going to help you get what you want. And the reason why you came to my event is because there’s something that you want. You either have a problem that you’re solving, or you have a desire that you really want to create for yourself and you have realized in this moment in time that some you’re not just not doing it yet on your own. And that is totally cool. That’s why that’s why coaches exist, and that’s why we all have coaches. That’s why we all have help, right? Is that it’s hard to do stuff on our own. And so if that’s you and you’re here, then all I’m gonna be doing is showing you how I could help you solve that problem or get that thing that you really want.

SPEAKER_00 30:15

Dear listener, we’ve talked about a bit, but I need you to understand two numbers that absolutely show how healthy your funnel, your offer is. Let’s say it’s long this time because we’re talking about launching with Stacy. But before that, she has a very unique and it’s just a really good assessment that you’ll want to hear her talk about. And then we’ll come right back to this episode.

The Ecosystem Assessment Framework

SPEAKER_01 30:41

So the assessment is a it’s it’s kind of like a what phase are you in of your business? Meaning, like, what do you need right now? Like, are you like where like it’s sort of like how how much are you putting yourself out there and and really like creating the all of the things that you need? So I teach, no, this is more than you need to hear, but like basically, so I teach people to to think of their business as an ecosystem. And so we always need to be attracting leads, we always need to be nurturing them, and then we also know we need to always know how to convert them, right? We have to be able to sell. And so I’ve created an assessment with Claude using all of my frameworks and all of the what the way I think. And when you take it, what it ends up telling you is like, where are you weakest right now? Like, is it in your lead gen and your attraction? Is it in that you you’re not actually like showing up and sort of nurturing and serving and doing enough like stuff to you know, to sort of like stay connected to your audience and move them? Or do you have a sales problem? Do you have even like an offer problem? Like, are you not really, have you not really dialed in the thing that you’re selling? And so, so like when you take the assessment, it really because a lot of times what people think is their only problem is lead generation. And I’m like, no, it’s not. And the other thing is that people don’t realize for right now how much visibility we actually need. And that visibility can’t just be posting on social media, it’s gotta be showing up in real life, it’s gotta be doing what I’m doing right now, guesting on a podcast. It’s gotta be building your own platforms like a launch event or whatever. So, so I think like people don’t realize that like we need a lot more in our business, other than I’m gonna attract a lead and they’re gonna buy my offer. And that’s not true. There’s all of this other stuff that has to happen. And so the assessment is just telling you like where if you were like if I was your coach, where I would probably be telling you you really need to get more dialed in in your entire sort of like ecosystem.

SPEAKER_00 32:58

Yes, and that assessment is linked up in the show notes below.

SPEAKER_02 33:05

Yes.

SPEAKER_00 33:06

Go get that from where I just said, and now we’ll go back to

Show-Up Rate And Conversion Benchmarks

SPEAKER_00 33:09

the episode. All right, Stacy. So before we go any further, I just need people to understand. Well, you have a healthy, what I call show-up rate. And the other stat that I use to diagnose a funnel, like a launch funnel, if you will, is what I call a lead-to-sale conversion rate. The number of people that buy divided by the number of people that registered, not that showed up, but that registered at the top. And so um, as you were talking, I was like looking down at my keyboard and just doing, I used to always say back of the napkin math, but who does math on napkins anymore?

SPEAKER_01 33:46

I think we just whip out our phones, but yeah, yeah, right. I like the reference for anyone who remembers back in the day, right? Not everybody even knows what you’re talking about.

SPEAKER_00 33:57

Yeah, oh I know, right? There’s people who don’t that’s a generational thing, my friend.

SPEAKER_01 34:02

Yeah, that’s how we show our age.

SPEAKER_00 34:04

Hey, that’s okay though. I believe age comes. Well, if you’re doing it, if you’re doing it right, age comes with the wisdom.

SPEAKER_01 34:10

So listen, I want people to want to work with me because I’m almost 58 years old.

SPEAKER_00 34:14

Right?

SPEAKER_01 34:15

I know I know things, I know things.

SPEAKER_00 34:17

I’ve been around, right? Like you had to actually be successful before all the knowledge was available at your fingertips on the internet.

SPEAKER_02 34:26

Yeah.

SPEAKER_00 34:27

This guy, okay, this is totally unrelated, but it just popped into my mind, and this is staying on the podcast episode. But I was watching TikTok, and this comedian was um joking about how he used to have to get internet on a CD, and he just made this whole routine around it. And he’s like, Yeah, internet, we we wanted more, like we had to get a CD. And he was talking to about those uh AOL, whatever CDs that used to come in the mail, and you would put them in your computer and it gave you internet.

SPEAKER_01 34:55

Yeah.

SPEAKER_00 34:56

I’m like, wow, times have changed. Times have changed. Anywho, anywho. Um, those two stats. Your launch is healthy. I want the listener to understand those two stats. So let’s like kind of rewind and just run those two stats again. Um, show-up rate.

SPEAKER_02 35:14

Yeah.

SPEAKER_00 35:15

What does your show up rate like um average? And we’re talking about people who show up to the very first of your it’s a five-day five day five day, right? Yeah. What’s your show up rate? Like about what is the average?

SPEAKER_01 35:26

Yeah. So on the on day one, we’re definitely getting 30 to 35 percent people showing up in the room, maybe even a little higher on day one. Um, and I do a lot to get them there also. So I send out once people register, they then not not annoyingly, but they get what I like to call the get excited emails. So, like periodically during the the promo registration period, I will send out emails that are just sort of reminding people hey, put these dates in your calendar. Um, here’s why you should show up live, you know, and all of that. So I’m really working it to get people there because I know how important it is. So, but we, you know, usually get around 30, 35 and the percent. And then the thing that also I really love about my launches is that some because they’re so good, when people can’t come like on day three or four, they will actually message me and they’ll say, I won’t be there tomorrow, but I’ll be back on Thursday. And I really love that because I think that it’s very disheartening when you show up for your things and every day there’s like less and less people. And look, that’s normal. And I also think that people need to know that so that they don’t think that because they got X amount of people to sign up and only a percentage of that show up live. A lot of times people think that that’s as that that’s bad. And I’m always like, no, you need to know that that’s actually what to expect, yeah. You know, that you don’t show up in your yeah, so that you don’t show up and you’re there, you’re delivering, you need to be in your like amazing energy, and then you’re seeing the people come in. And if you didn’t know, like if no one told you, listen, if you’ve got 30, 35, 40 people in the room, even though you had 200 people sign up, if you didn’t know that, you would actually be sitting there thinking in your head, this is bad, and then your whole energy of your presentation would go down, right?

SPEAKER_00 37:30

And that is realistic, and people just need to get that. It’s a it’s a numbers game. It’s like uh when I throw a party, for example, I know how many people I would like to have that party, but I also know the realistic numbers that happen when you invite somebody. So it’s like if I invite 10 people, I know that like maybe six people will say like yes, they’re absolutely coming, but of those six people, I can actually expect that like four people will show up, and so I’m not upset when only four out of ten, I just invite more people to get to my party numbers. Exactly. I dig exactly.

SPEAKER_01 38:03

I love no, I love that analogy because if you could think of your event as a party that you’re throwing for your ideal clients, I think that energy is so good, right? And then people pick up on that, so yeah, so so always about 30, you know, 30, 35% live show up rate. The at during the week it fluctuates. Of course, it ends up a little lower. But as I was saying earlier, what also happens during that week is the people who are really all in though reveal themselves, right? And that’s really great because then you also know who your hottest leads are, right? And who you should really be like, I start sending out personalized follow-up messages during the week, like not after it’s over. I don’t only do follow up. The minute I make the offer, once I see like if people have been there every day, they’re starting to get Loom videos from me where I’m like, hey, Quayo, I just want to send you a message. Um thank you so much for showing up every day. You’re a rock star. I know that you’re taking so much time out of your day, and I appreciate you so much. And I just wanted to, you know, send you a personal message and say, you know, I talked about the academy today. If you want to talk to me or you have any questions or whatever, I would love to jump on a call with you. And I’m doing that from like the middle of the launch.

SPEAKER_00 39:26

Nice. Lead to sale. Um, oh, we’re running out of time. Lead to sale.

SPEAKER_01 39:31

Yeah, okay.

SPEAKER_00 39:32

So conversion rate should be uh, I would say on the low end should be like two, three percent. If it’s like eight eight percent, you’re absolutely crushing it. Uh for context here, listener, we’re talking about the number of people that buy, the number of people that buy at the end of a launch divided by the number of people that register. Stacy, um, before we finish the episode, your lead to sale conversion rate sits at five to six percent. That that’s why your launch is successful. Yeah, yeah, that’s solid.

SPEAKER_01 40:04

Yeah. And listen, I know that if I want to hire, if I want more people, like then five or six people converting, I just need to decide if I want to spend more money to now bring more people in at the top. But the other thing that I really want to also mention one more time, I know I said it in passing, is you know, for anyone listening, I don’t consider my ad spend per launch to only benefit that one launch by itself because it brings people into my ecosystem. And if somebody wasn’t ready to step into, look, there’s tons of reasons why people can’t join a program just because they discovered you and they came to your launch and your thing, you know, like there’s a ton of reasons why people might not be in that exact moment, right? Doing it. But if they come into your world and they were into it and they were like, wow, you know, this was so great. I’m not buying now. But if they stay on your list and you do what you need to do, which is email your list, nurture people. Um, I I do occasionally like this summer, I did something that I did not consider a launch in July that I did run ads to called Summer Business School. And it was a three workshop series. I did one a week in July, and it was just a way for people that were newer to my list or that whatever to have a way to be in a room with me. And I think that those people will probably be very excited to come to the to the boot camp in August.

SPEAKER_00 41:36

Yeah, yeah. I want to, well, we have to say goodbye

Real Life Behind The Revenue

SPEAKER_00 41:42

soon. Yeah, I’m sorry.

SPEAKER_01 41:43

I know I talk a lot.

SPEAKER_00 41:45

No, no, no. Just I forgot, but I really wanted the listener to hear that we’re not just like one-dimensional online business owners. Um because lest somebody feel like in order to have a successful business, like you can’t have a life, you can’t have a partner, you just have no kids. Which I know I know many of the listeners right now probably don’t feel like that. And yet I ran ads and like I had somebody, and it was probably it was probably just a hater, but I’m actually targeting very warm audiences. Somebody looked, somebody literally commented something about like look at his because I was standing up right here as I recorded it, and I placed the camera behind the or my phone behind the camera that you’re looking at now, and it was sitting in the hallway. And so then you can see this, because this isn’t like this literally is my guest’s bedroom with like a gray blanket and some lights behind the bed, right? Like this is my studio, and somebody commented, oh, look at like basically his setup, he’s not making any money or something like that. And I was like, Well, one, it did hurt uh because I’m human, but then two, I was like, Why do people have these conceptions? Like, oh yeah, I make $500,000 a year. So, like, I must live in like an 18-bedroom house, or and I have like my Lambo outside. So, real life, you were telling me that you live in an apartment or a place in New York, your husband had just come by. Like, tell me a little bit about you and your setup.

SPEAKER_01 43:15

Yeah, so I mean, I’m here in my apartment in New York City. My office is my living room. Um, you know, people often say to me, Well, why don’t you turn your desk around so that you can have like the wall behind you and you can hang like, you know, your inspirational art or whatever. And I’m like, because then my desk would be in the middle of my living room. Like, I don’t really feel like sacrificing my living space for that. So yeah, we’re over here in New York City in a very great one bedroom apartment. But, you know, my husband comes in and out like during the day because his office is in our building downstairs. He’s a psychoanalyst. We don’t have kids, um, but we have many animals. We have three cats. And, you know, I also like to say like I my business first. Of all is like I love doing what I do, right? And so showing up, doing doing all the things that I do, it’s because it’s actually what I want to do and what I love doing. Um, but you know, we’ve got we’ve got an awesome life over here in New York, but it’s a very city life. And it’s funny because I was just at a retreat um last week in Maine with all of these business owners who actually live like in like the Berkshires and in like, you know, in New Hampshire and in Maine, where they all like go on forest walks every morning. That’s like what they do. And I’m over here being like, okay, when I go out and take a walk, I’m literally walking like along the Hudson River, you know. Um, but yeah, but that’s that’s me over here. And as we said earlier, I was a Broadway actor. So I love going to Broadway shows and I’m a foodie. So we’re we’re, you know, we’re eating in all the great restaurants. Yes, we have a very, very city life and um we love it. But yeah, I often wish I had an office. Trust me. I’m like, I’d love to have a little office that I could make look all coachy, but alas.

SPEAKER_00 45:08

Don’t we all? But then like every time one of my kids comes in and interrupts a podcast episode or a call and they’re like, I want to see your friends, dad. I’m like, Oh, but then right here, just wave at them, you know. So good, yes. Yeah, yep. So it was really good connecting with you. Thank you. Well, we we’ve been connecting for a number of years, but yes, thank you for being honest on this episode, like about the numbers and even like this little ad hoc end section where it’s like we get to know a little bit more about you. Like, thank you, Stacy.

SPEAKER_01 45:42

Thank you, thank you for having me. And and like we said earlier, when you first asked me, I was like, I felt like I had to give you this disclaimer and be like, wait, I’m not somebody who like really like spends tons of money on ads, and you know, and I often tell people not to do ads until like they it’s the right thing, you know, and I feel like that’s kind of my reputation around here in the business. So thank you.

SPEAKER_00 46:05

Well, good. Thank you for telling people that.

SPEAKER_01 46:07

Like, I say it all the time, and it’s obviously like through my worldview, but I’m like, Jesus saves Facebook and Instagram ads do not like right, it’s not a good business model to get more eyeballs on a bad offer, exactly, exactly, or bringing people into something and not yeah, like all the things, yes.

Where To Find Stacy And Next Steps

SPEAKER_00 46:32

So, dear listener, we’re gonna connect uh or put Stacy’s Instagram in the description or show notes below, and also the assessment will be down there too. And what you did not hear is an invite to one of her events. So if you actually want to get invited to that event, especially if you’re a coach, then you better go like 100% hop on her email list somehow so that you can hear the next event coming up, and then you can participate in like the goodness that she teaches and learn a thing or two about about selling.

SPEAKER_01 47:11

If I can add one thing, you can also listen to my podcast, which is called Passionate and Prosperous, and it really is for the coaches and the experts and the people who are who are wanting to do business the way we’ve talked about this entire time. So um, you know, that’s I have a top two percent podcast. So, you know, I and if you listen to that, you’ll always know also what’s going on around here.

SPEAKER_00 47:39

With that, dear listener, until the next time that you uh see me or hear from me, take care, be blessed, and we’ll see you in the next one.

SPEAKER_01 47:47

Bye. Thank you.