How I almost sabotaged my launch
There are only a few days left, so let’s go even further behind the scenes of my current launch.
You know how I love sharing so you’re gonna get the good, the bad, and the ugly!
The truth is that me or my launch manager/hubby Mark sabotage our launches almost every time (it’s usually ‘cos of our archetypes).
My archetype is Ruler-Maverick, and my sabotages are trying to do all the things at once, overlapping projects, and not giving myself time off.
For this launch, I had serious shiny object syndrome – I filled my house with stuff for each archetype. We had clothing racks everywhere, and everything was a big, old mess.
So, there are eight archetypes, and my aim was to film each one in two hours. That’s four costume changes and one complete set change for each. No problemo!
Rulers think that time and space don't apply to them, and Mavericks think that the rules of physics don't apply to them, so it was all cool, right?
On the first day, I realized my mistake.
It didn't take two hours per archetype. It took at least double; I was frantically changing outfits, earrings, bracelets, rings, and shoes!
We started at 7am for hair and makeup and finished at midnight that night. We'd done two archetypes. I panicked.
Of course, we did it – my amazing videographer is an Accumulator, and we totally made it happen over the next week.
But I’ve learned lessons…
In this episode, you'll learn:
- How I screw up almost all my launches (how NOT to launch!)
- What each archetype needs to know before they’ll purchase
- The secret to discovering your ideal customer
- How to avoid cookie-cutter launches
- EXACTLY what happened when I broke through my sabotages
This launch is next level!
I usually always film barefoot, but this time I chose shoes to match the energy of each archetype! From snakeskin cowboy boots to silver platforms – go to denisedt.com/bts to see every outfit that I wore.
- Take a look behind the scenes
- Join Sacred Money Archetypes®
CLICK HERE TO READ ↓
Denise: Hey, gorgeous. It's Denise here, and I want to invite you to my brand new free workshop series. It's about leveraging your strength so you can make more money with ease. There are eight different money archetypes, and you will be one of them. Which one are you? Are you a Ruler, a Romantic, a Connector, an Alchemist? So interesting. All you have to do is go to denisedt.com/quiz, take the quiz. You can get your free three part workshop on how to find out your strengths, find out your challenges and work out what you can do about them. Plus, you'll be introduced to some amazing entrepreneurs who share your archetype so you can get inspired to take your business to the next level. Take the quiz at denisedt.com/quiz. I can't wait to hear your archetype.
Hey, gorgeous. It's Denise here and welcome to this episode of Chill and Prosper. I've obviously done a few extra episodes recently because there's so much that I want to share with you about my own behind the scenes processes of when I launch something new. When I launch something that's big and exciting to me, I always just like to share the stuff that goes well, but share stuff that doesn't go well, because I know that people see this idea of perfection sometimes, and they think that everyone else has got it together and they don't. Today I'm talking about some things that didn't go so well with the launching of Sacred Money Archetypes®, both in the preparation and the planning and the filming of it, and obviously we're not quite through yet. I've got some hypotheses of how it's going to go, and I'll share that with you after launch has finished.
On one of the other episodes, I did a whole behind the scenes of all of the fashion and all of the sets and things that we designed for each archetype, and that was so much fun and I know that was a really long episode, but hopefully you enjoyed it as much as I did. By the end, I was talking so fast. But today I want to talk a little bit more about the logistics behind it and how I totally screw up my launches almost every time, and it's often due to my archetype, which is not surprising in the least. But first, I want to share how I screwed it up the very first time I did SMA.
I certified quite a few years ago and I was like, "Oh my god, I'm going to create my own SMA course. I want people to know this information so badly and I think it's so valuable and I'm just going to do it." I hired an Airbnb in Byron and it was quite a hippie looking Airbnb with lots of Balinese wood and drapey stuff. The fashion that I chose for that was very Bohemian as well. I did the course and I think the course was good. I think I conveyed the information well, but the problem was I didn't really change anything for any of the other archetypes. I kind of just said, "Hey, let's talk about marketing and then you'll see below stuff for your archetype." I didn't really customize it that much. But actually, my biggest mistake around that was that I didn't customize the launch for it at all.
I launched it like a Ruler. For those of you who don't know the archetypes, I'm a Ruler archetype. That is the workaholic, lots of ideas, love talking about business and marketing and just jumps into things if they see that it can help for their business, and that's my archetype. When it came to selling that course that I didn't customize at all, I sold it in that way. I was like, "Hey, do the quiz and then buy the course and then this is just going to help you make more money." Oh, man, I just didn't explain what all of the other archetypes needed to hear about that course. If you're an Accumulator, you know that you need a lot of detail before you buy something, you need to know what's in the course, what am I going to get, what are the bonuses exactly, what's the refund period, what am I going to get and what's my return on investment?
Someone like the Alchemist needs to be ignited by ideas and excited by the possibilities. Celebrities need to see that it's going to help them be in the spotlight and help them improve. But it also needs to look ... buy a program and it looked very Bohemian. Hardly any Celebrities joined that first time and I was sweaty as well because it was so hot and humid in this Airbnb, I was super sweaty and my hair was really humid and I was just wearing very casual, Bohemian clothes. For Celebrities, they're just like, "Why would I join this course with this fuzzy head girl wearing Bohemian clothes?" It is important to them to see that.
Connectors didn't see how it would help them help others. I didn't help them make the connections. Mavericks were just like, "Oh, god, this just looks like another boring business course." The Nurturers didn't feel like I understood their pace that they need and their problems, because if I was selling it as a Ruler, Rulers can often steamroll Nurturers' feelings and their need to be a bit more considered and a bit more spacious. The Romantics probably just went, "Yeah, that kind of looks good," but they need to make it really easy for them to join, otherwise they won't join either. Then Rulers probably just went, "Yeah, cool, that sounds interesting," and some of them did join. But I just didn't explain it well enough and as I said, I did it like me
That's no problem. If you've got a business where your target audience is basically you, and it could be you at a younger age, you at a different life stage you at a different stage of business, you without the things that you have learnt, you can just go, "Oh, I've learnt these things along the way. Let me teach them to you." That works for so many businesses where you just go, I am going to use the language that I want to hear, I'm going to use the aesthetic that's pleasing to me, I'm going to use the marketing things that work for me, as in the sales techniques that work for me. We often do this unconsciously because we don't know what to do, so we just do the thing that feels right for us. That can totally work, but I wasn't pitching this course at people who were like me.
I was trying to make it appeal to everybody, but without doing any consideration about what those archetypes needed to hear from me. I was just like, "Hey, yeah, this is going to be really fun. Do the quiz, buy my course, make more money." I actually created a song for this, which I will share with you afterwards, but I created a song called, Do the quiz, buy my course and make more money, I really did. I really, really did that. Okay. That was my biggest mistake when I launched it.
This time, I wanted to make sure that I didn't make that mistake and I did that whole episode about the behind the scenes of making sure that each workshop was customized for each archetype, it was on a set that looked like that archetype, it was wearing clothing that appealed to that archetype and it really felt like there was an individual path for that person. That was really fun. It really got me into the space of each person and even little things were really subtle. It might have been at the start of the workshop to say, "Hi, I'm so happy you're here," and I just changed it slightly for different archetypes. I would be like, "Hey, I'm so pumped you're here. I'm so excited you're here. I'm so honored that you're here. I'm so thrilled that you're here. I'm so delighted that you're here," and it was really subtle, but those different words would've just felt a little bit more like home for the different archetypes.
The way that I explained different concepts, it might have been 99% the same script, but there could have been just one or two little words that would've changed or would've changed the meaning just because of the visual. A good example of this is that I often said in the workshop, "You have to give yourself permission to do your business at your own pace." Okay. If I say that nice and slowly and gently for the Nurturers and the Accumulators, you have permission to do business at your own pace, and for them their pace means slower, more considered, more methodical, more intentional. They'll hear that because they're seeing a set that looks and feels like them.
But I could say the exact same words for the Mavericks and the Rulers who are a bit more fast paced and say, "You know what, you have permission to do business exactly at your own pace," because they are often told, "Slow down, slow down, you're going too fast, slow down. Why are you trying to do all the things?" It's the same word, but it was just slightly different because I filmed it literally in a different space. Whereas the first time I filmed it, it was in the same space, the same costumes, me and my same shoes, literally, or barefoot.
And this is a really interesting distinction, too. When I talk about creating your business, put yourself in the shoes of different people, normally when I film, I film barefoot for everything and this time, I didn't let myself do it, not even once. I had four different costume changes for each archetype, four or five and I did maybe two videos in each one. But I had shoes on for every single archetype and you can see that at denisedt.com/BTS, you can see every outfit that I wore. But you can see that the shoes match the energy because I wanted to put myself in that space, in that energy. That's a really big mistake that I see people do is that they don't consider what your audience needs from you, what they need to hear from you and we make things very generic and cookie cutter.
Now, I'm going to take a break, but it wasn't just the mistake the first time that I launched SMA. I actually did make mistakes in this launch, too, and it was kind of funny, kind of not because it's a lesson that I have to learn again and again and again, and it's really embarrassing, but I will tell you all about that after this very quick break.
Kim Galloway: Hi, I'm Kim Galloway. I'm from Northern Arizona. I only took the quiz once because when it came up with Maverick and I was reading the description, it was this breath of fresh air. Somebody finally got me, somebody finally understood my ability to go, "You know what, I don't have the money, but I think I'm going to go ahead and invest in this thing and I'm going to make it okay," and then I do. When I got the whole list of archetypes, there was not a single one that I was surprised at with where it fell.
Denise: Hey, and welcome back. We're talking about the behind the scenes of my latest launch and some of the mistakes that I made. Now, you're probably not going to be surprised to hear that I made mistakes as a Ruler-Maverick, because this is what happens. When you have recurring sabotages, it's always going to be related to your archetype and every archetype sabotages things in slightly different ways. Whether it's building a team or building your business model or doing your marketing, every archetype will sabotage them in their own way. I don't have time to go through it in this episode, but if you go and do the quiz, you'll get the workshop for your archetype. You can either get that at denisedt.com/quiz, or you can get all the descriptions for all the archetypes at denisedt.com/cheat. It's like a cheat sheet version of it.
But anyway, my archetype, I'm a Ruler-Maverick and my sabotages are shiny objects, trying to do too much, trying to do all the things at once, trying to overlap projects, not having enough space in between projects, not giving myself time to celebrate or time off. Oh, man, it's just so crazy. Anyway. I alluded to the fact that we had to change the venue. Originally, I had booked an Airbnb to film this whole thing in, and for probably at least six weeks, I'd been collecting things at home. My house was completely full of just stuff everywhere and I had boxes for each of the archetypes. Every time I bought something on marketplace or a thrift store, I would put it into the appropriate archetypes box. We had clothing racks everywhere and everything was just a big, old mess.
My struggle with preparing for launches is writing scripts ahead of time. I really struggle with it, but I know that it's the best way to batch videos for me, because I can get through a lot of videos if I have it scripted, and then I just read it from the teleprompter. I was just really struggling and I was working really, really long hours. I was basically just getting up in the morning, going straight to my office, missing breakfast with the kids missing out on my usual dates with friends to go to the movies, all that kind of stuff, missing dinner, and then working till 9:00 at night. I did this for probably about a month, every single day, weekends and evenings, which is just such a Ruler thing. We're always just like, "One more launch and then I'll relax, one more launch."
But I always find in my business, I have to be really careful because there's always one more launch, one more launch, one more launch. It's the lie that Rulers tell ourselves is, "I'll just do one last bank robbery and then I'll retire," and we never do. This came up so clearly for me in this launch. But then something happened that threw a span in the works. My lovely videographer, Dan from Head North Films, who I love working with, I adore him, he has a young baby who has had some real health challenges from birth. He was in hospital with his baby with bronchitis and he called me the day before and he said, "I have to cancel filming for this week and I totally understand if you want to find someone else," and there was a part of me that did just want to find someone else just to tick it off because there was so many other projects coming down the pike, I was like, "Oh my God, if we miss this deadline, we'll miss that deadline, then that deadline, then that deadline."
I realized, "No, we're going to keep on doing it." We pushed it two weeks and I was like, "Yay, this gives me more time to work on scripts and make them even better," which is such a Ruler thing. It's like, "Yay, more time to work," and it meant that we could then do the filming at my farm because my farm was just finished renovating. I was super excited and it meant that we had a little bit more flexibility around things. But here's the other problem. Rulers think that time and space and rules don't apply to them and Mavericks think that the rules of physics don't apply to them, so in my mind, I was like, "Okay, there are eight archetypes. We can do each one in two hours," and that's literally four costume changes, changing the set over, "That's no problem." I as like, "That's fine, I can have 15 minutes for lunch. That's fine."
On the first day, I realized my mistake. It didn't take two hours per archetype. It took more like four, because by the time I changed outfits and earrings and bracelets and rings and shoes ... You might think, "Oh, god, why would you even do that?" It really helped me to get into the character and that was part of the creativity for me was getting into the character. Then I didn't realize how much time it takes to change the sets around and change the lighting and move the things and then my designer, Naomi Finlay, she want to zhoosh things behind the scene and, "Hang on, now that plant's coming out of your head, we need to move that."
I totally underestimated that time that took to do, which is totally a Ruler-Maverick thing, every time. And I know you might not be that archetype, but it's still fun. All the other archetypes would have absolutely sabotaged it in their own personal way, which you can go and see that in your workshop. But it meant that the first day we finished at midnight. 7:00 in the morning for hair and makeup, we finished midnight and I just went, "How are we going to get through this?" We'd only done two archetypes, and I was like, "There's just not going to be enough time to get all of this done. How the heck are we going to do it?"
Then we did had to do that for the next couple of days. It was starting at 7:00 AM and it was finishing at midnight filming, and luckily Dan is a trooper. He's an Accumulator, he's a hard worker. We just pushed through and just got it done. My voice started to just croak. I was getting five hours of sleep a night. It was absolutely crazy. But then something happened that would've been an absolute sabotage again, is that we were planning to launch this just a couple of weeks after filming and we missed two weeks cause we had to push it and there was part of me that was like, "Everyone's just going to have to suck this up and work double time to get this done," and that is my Ruler-Maverick going, "I don't care about sleep. I don't care about my wellbeing. I don't care about human needs. I am just going to work until this is done."
Then I looked at poor Dan's face because Dan, bless him, he always believes me when I say, "We're only going to do about 40 videos," he totally believes me and then we end up doing a hundred videos and he's got to edit them all. He was like, "What's your deadline for editing all these again?" I was like, "Two weeks," and I could see his face just going ... Then I just added in all this other complication because I'd be talking and going, "That can be a handout. Yeah, this can be an extra bonus," and I could just see all of my team going, "How are we going to get this done?" I just thought, we're just going to work harder. We're going to just work hard, hard, hard and that's it.
Then finally, I had this epiphany of going, "Oh my god, I am the boss. I am a Ruler. I don't have to rule by being a workaholic. I can rule by making a decision to move this launch," and so, we pushed it about two months, which was unheard of for me, unheard of. I am someone who just manipulates time and space and gets it done no matter what, I just work my ass of. I work everyone else to make it happen, and I realized there was such a good learning in that for me. I can do this, but I choose something better because I really wanted to make this course amazing. I didn't want to compromise on my vision and I knew that if I pushed everyone to do things in two weeks, at some point I would have to just go, "Okay, that's good enough, ship it. Okay, that's good enough. Let's launch it."
I really wanted to push my level of creativity and abundance and make it amazing. Making that decision to push things felt like something brand new opened up for me, a new way of being of going, "Wow, it's allowed to be even easier than before and you're allowed to choose and you're allowed spaciousness." It was really big, and you might think that I already have learnt those lessons, but I still have to watch the challenges of my archetype all the time because my Ruler and my Maverick are delusional, they're delusional and they don't care that I need some sunshine every now and again, and they don't care that I want to hang out with my kids or go to the movies with my friend Marissa. They do not care at all. I have to be the one to go, "No, no, no, I'm allowed to choose. I'm allowed to choose. I really am."
Okay. Hopefully you found that interesting. I know I'm fascinated with this stuff and I can't help doing these bonus episodes because they're so, so, so, so, so fun. I have just one final thought for you straight after the break, but also, go and check out the BTS. That's at denisedt.com/bts. You'll see all of the sets, all of the jewelry, all of the little bits and pieces that I put into place and I just want you to see, too, check out the different energy in the different spaces. I feel I'm a completely different person in each one of those. Again, that's denisedt.com/bts, and I will see you on the other side.
Didrie: Hey, I'm Didrie. I'm a Kiwi, but I now live in Brisbane, Australia. I'm a Connector, Ruler, Accumulator. Well, I'll just be completely open and honest and say I was pissed off when I discovered I was a Connector, because I wanted to be a Maverick or a Ruler or something like that, one of the cool ones. But really, it's me to a tee. There's a couple of things that are probably very subtle with me, but I'm a Connector through and through and like Carrie, I'm the same, I don't enjoy networking. I was like, how can that be me? I hold back and I read the room and then I go for the connections that feel right.
Denise: Okay. Welcome back, and thanks for listening. I love sharing all this stuff with you so much and sharing all the behind the scenes just brings me such delight and joy and creativity, so, thank you for listening. My final thought today is a quote that I've seen from a guy called Heath Buckmaster and it's from a book called Box of Hair: A Fairy Tale, and I actually have no idea what the book is about, but this quote that I saw on a website just was amazing. He said, "Often it's not about becoming a new person, but becoming the person you are meant to be and already are, but don't know how to be." This really is a theme when we look at personal improvement, personal development, personal growth is that we often think there is a version of ourselves now, how we are, and this perfect version of ourselves sometime in the future, and at some point, someone's going to wave a magic wand and we're going to just turn into that person.
But you already are that person, you already are them. You already are the person you're meant to be, you just don't know how to be that person in every aspect of your life and business just yet. Let me just read that one more time, "Often it's not about becoming a new person, but becoming the person you are meant to be and already are, but don't know how to be." That's just so reassuring to think you don't have to seek, you don't have to seek outside yourself. You just accept who you are, double down on your strengths and give yourself permission to already be that person. All right, my lovely. Go forth, chill and prosper. I will see you on the next episode and I will see you online as well. As usual, send me your messages and your hearts. Bye.
About the Show
Chill and Prosper is your weekly dose of money mindset, marketing and humour from best-selling author and entrepreneur Denise Duffield-Thomas.
Denise's philosophy is that there is ALWAYS an easier way to make money and that's what she's here to help you do. Each week, you'll get actionable advice to help you make more money, with less work. There's no need to hustle - let Denise show you how to embrace the Chillpreneur way.
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