¶ Launch Strategy and Copywriting Expertise
Welcome back to another episode of the Art of Online Business podcast . I have my wife , jamie here , who is the new co-host , and I have Chelsea over here , who is a funnel expert . Like seriously , when I got her lead magnet , I looked at it and I'm like these funnels are genius and her lead magnet is just . And why are we starting with the lead magnet ?
Because it's awesome , but I loved looking at it , chelsea , and seeing the fact that here's the funnels that you've put together for businesses and that have generated five to six figures from the funnel alone . So let's start there .
And then the listener's like okay , we started with a lead magnet , but honestly , like that's why I had to have Chelsea on , other than the fact that she's an amazing person . Like we got to meet up in real life in Dallas . Shout out to Make your Mark Live . But let me give you a proper intro .
Chelsea Chelsea Wallace is a launch strategist and a copywriter who supported hundreds of online personal brands in executing their highest grossing marketing and launch campaigns . She's also known as the launch copy coach .
She offers fully done for you launch support to six and seven figure coaches and course creators , creating high dollar relaunches while ensuring that they only have one task on their to do list , ie reducing overwhelm and skyrocketing launch revenue new what's not to like ?
that sounds good to me , right , right she helped .
She's really good at helping you to rediscover your time and getting more energy and having more energy for your life beyond your launch , while stop establishing or re-establishing your industry leading status . I'm like sign me up for some of that chelsea . Thanks for recording this episode with me and jamie thank you so much for having me y'all .
it's a thrill to have any kind of conversation with you , and so I'm glad to be here .
Yeah , I mean , I can say that too . I'm glad you're here , Jamie . You saw that Chelsea and I were doing Facebook and Instagram collabs live .
Oh yeah , I saw the Make your Mark videos .
I'm telling you , if you don't follow me on Instagram , now might be a good time to go over and for some of those , because if you ever had funnel questions , well , chelsea has some funnel answers . They were fun . You are in Jamaica right now , right , I am , that's right .
Her business and the highs and the lows I'm going to re-ask this question and , by the way , listener , you're here listening In the next episode is where Chelsea's going to share . What do you do when you're running ads to your launch and your launch is successful and you want to just double the revenue ? Do you just double the ad spend ?
And what are the key components of your launch funnel that you kind of need to go after , like , how do you break it down and decide ? What do you need to optimize in your funnel to truly create a repeatedly successful launch ?
That's coming up in the next episode , but right now , as we get to know you , chelsea , and how you built your business , I think one of the first questions I had and I'm only going to ask you one or two questions at the same time questions I had- and I'm only going to ask you one or two questions at the same time .
He's terrible about just like question bombing people . You might get a question bomb , but the first question I ask is you are clearly so good at serving like high six-figure and seven-figure earners . Usually these people are only encountered in like in-person events and environments .
Right , but you are from and reside in Jamaica , so I'm like how did you build your business living overseas , basically well over , kind of overseas in the middle ?
it's your home . It's your home so you're not living overseas from my perspective , loving to live overseas .
I said overseas , but it's actually your home . Yeah , oh , geez , I feel like a bad person now , chelsea , no , no , no .
Yeah , you know , I think that a big part of my journey has been finding people that I resonate with , to work from , and then really leaning into their networks .
So they're like finding who their coaches are and following them , asking them for recommendations , asking them to connect me with other people , and then being really , really damn good at what I do , it becomes really easy for them to say , oh my goodness , you should work with Chelsea because , like they see the work that I've been able to support them with Cause
oftentimes it tends to happen where I work with the coach as like their client and then they turn around and hire me to help them with like their launches and stuff or their copy for their launch , that kind of thing , and so they see the results that I'm able to get for them and for my clients and it becomes an easy recommendation for them to say to their
clients or their network you should work with Chelsea . Well , I've never had to do a lot of like in-person travel or anything like that . Thank God Jesus has blessed me . I receive Because , thankfully , my network has really always worked for me and I mean , look y'all , that's something that I want to get really intentional about because I have not been .
But yeah , that's , that's something that's really enabled me to grow in the way that I have .
So I have a question though how did you , how did you get started , how did you get so good at what you do and did you just decide to like go straight for the top and go for those high earners and just say , you know , hey , I'm just going to like go to the top from the beginning , or how did you build that ?
That's three questions . Yeah , I know , I did it too , it's so hard .
Well , it's like one . This is my thought process .
I feel you Y'all my my undergrad degrees in biology , so I did not start here . Oh wow , that's a different field . It's completely different .
But a lot of the data-driven iterative skills that we use in scientific research are the same things that marketing strategists use when we're looking at data , and so I had some of that skill set from my undergraduate training . I went to college in the US , in Michigan .
Oh , really when .
Palm Zoo College . Okay , I'm from Michigan as well . Yeah , it's just outside of about an hour away from Ann Arbor , I think . So , yeah , and studied biology there , went to New York and worked for a bit not in my field , by the way , I was all over the place in college .
What did you do ?
in New York .
Were you on Broadway .
No , not quite . I was working at for those of you who may or may not know Blue Hill in like Westchester , new York . They are a farm and restaurant kind of environment , and so I was working on the farm and working in the restaurant . It's a really cool place to be . But then I came home and I was like what in the world do I do ?
Because we can't just sit on a parent's couch and do nothing . I mean , listen , I didn't have that luxury . Okay , I had to figure something out and I knew that I didn't want to go into a corporate environment .
So I started to kind of test ideas out , ran into this idea of remote work , social media content creation , was doing like writing content for people for a while and getting using my writing chops as well , and then kind of stumbled into the world of online coaching and , of course , really found a coach who I really admired .
Work with her and learned a lot from her about copywriting and launching , worked with her behind the scenes on her own copy and launches , helped her to like turn launches around from like completely bombing to most successful launch that she's ever had and then kind of just like I , absorbed those skills learning by doing in a lot of ways .
And then she recommended me to all of her clients and so I was suddenly flooded with copy people and was writing copy for a ton of folks helping with their launches . In the backend as well , worked at an agency for a while , so I've been I say all this to say like I've been in the industry for nearly 10 years now , y'all . So I have .
I've built up a ton of experience and a variety of experience over time and come to these skills a lot by doing the work and seeing the result and testing out different ideas with my clients . That's kind of how I've developed this skill set , so I did not go straight to the top . It was very much . I started from the bottom . Now we're here at TechView .
But it sounds like from that , from that first coach that you worked with , that helped you , but it sounds like it was kind of a win-win because then you helped her and so just from that one person just getting started , then you really were able to tap into these other networks and start building your skills from there right , absolutely , absolutely .
That's 100% what it was . I think the advantage that I came to this with is that I had the data-driven kind of lens of seeing the world , and I also had the writing lens , because I mean I was writing scientific papers in college and co-authoring papers with my professors .
I was working in the writing center , so I had a lot of writing chops and data chops already . So those transferable skills really helped me coming into working with this coach and then working with her clients and expanding from there .
Okay , gotcha , gotcha .
Well , I hope this is encouraging for people , though that you can , you know , just start with that , one kind of like . What I said when I got started was just kind of messy action , Like you know , as I started running Facebook ads and stuff as well .
It's like until you actually you can do all the training , but you know , watch videos , but until you actually just kind of jump in and do it and like , get in there , then you're not going to learn . So it's just that like learn as you . You go hands on , hands on training , so yeah , I think .
I mean , I think it takes a certain level of almost naivety to do it that way Not know what you don't know . You know because I feel like the more you stuff your brain with it , the more you see how you don't yet know everything . Right , it's like I mean I don't know everything .
I mean I deliver really great results for my clients , but there's still a lot that I know , that I can learn from others , and so the more you stuff your brain with information , it's almost like you delay your action because you see the gap between where you're at and where you want to be , and it's intimidating to then take action if you have all that
knowledge versus if you just start you figure it out . Like I'm acquiring skill sets , I'm learning different things . I have tools in my toolkit now and I'm not the best , but I'm good . I have tools in my toolkit now and I'm not the best , but I'm good and I know the basics of what I'm doing and I can get people results .
So let me just keep learning and keep growing that way .
Well , that was then . Now I don't know if you're the best , but you are really good now . So I got a question , though , like before , we hop too quickly to the point where you got super good , I needed to clarify something .
Was it your business that came first or the coach that came first and you're working in their business ? Good question , that is a good question . I think I'd say the business came first because I was trying to grow my business at that time . I just didn't really know what I was doing , so maybe I don't know if you could even call it a business y'all .
I didn't have a problem I was solving . I was just like I want to sell stuff to people and help . I think it was the ridiculousness of the statement Disclaimer I wanted to have people be more authentic in their lives .
All right .
It's a starting point , I mean it's a starting point , right .
It's not that it's a bad thing , but like I didn't have a problem I was was solving , I didn't have a clear like transformation . I was selling nothing like
¶ Coaching and Business Success
that . So year zero Chelsea was really year zero Chelsea .
But it , but it allowed .
It allowed her to like , take action and almost be naively brave in a lot of ways , because I was putting stuff , I was publishing content , I was doing the thing . Of course , I wasn't getting a lot of traction , which is why I needed a coach . You need to solve a problem , maybe you know . But yeah , the business .
The business did come first , and then I kind of ran into that coach who helped me refine my business . But I just ended up learning so much from her that I kind of just switched lanes completely and used my skills in a completely different way that way .
I feel like in many people's journeys there was a point like of those who had earlier on success , they just went and paid for a coach . It's like a cheat code , you know .
Yeah , In a lot of ways . In a lot of ways .
So was it by happenstance that you found or happenchance , whatever the word is that you found this coach ? Or did they come as a recommendation , or were you specifically looking for them and found their website ? How did that work ?
Yeah , so this was in the days of Periscope .
Oh , okay , break that down for the listener , who might not remember way back to the days of Periscope . And what was it ? Meerkat ? Was it Meerkat ? Was Meerkat one of them ?
yes , yes , yep , yep , old school live streaming app . When live streaming just became a thing , um , periscope was the place to be . It was kind of like clubhouse in a way , but it was all visual and people would stay on for hours on live stream and like and it was successful successful . It was extremely successful and that's why we have lives today Now .
It's because Periscope kind of pioneered that whole live stream experience . But I was on Periscope a lot at the time and of course the algorithm was recommending a ton of different coaches and so I just ran into her .
She was a black woman from South Africa but living in the United States , and I just resonated with a lot of her journey and so started stalking her everywhere literally . We'll find her on Instagram , on our email list , on Periscope , on LinkedIn .
I found her everywhere , and every time she went live I commented on everything because I resonated with her so much , but I also I was learning so much from her , and so it was kind of a really natural progression that when she launched her program for the first time , I got in there .
Okay , All right , nice . So on the way to becoming super legit at Funnels was the point after you had . Well , first of all , what was that ? When did you ? What were you feeling like when you realized you were successful , like the first really good amount of success , and what was happening at that time ?
that's a funny question because I'm like do I even feel successful now ?
um . Look at you so modest .
No , no , I mean , listen , I know I'm good at what I do and I know I get my clients results , but there's a personal level of business success that I don't necessarily feel like I have achieved yet . So I don't know , kwejo , I don't know . I don't know the answer to that question , because I don't know if I'm even there yet
¶ Navigating Business Challenges and Success
. Ok , because you feel like there's still like more that you could learn or more that you could do , or yeah , and I think for my business personally , I think , like for my clients and my skillset , if I were to answer the question from that perspective , I'd probably say back when I had my first hundred K launch for a client , that was probably , from the
client-facing perspective , a really powerful moment and a really big affirmation of my skillset . And , like Chelsea , you damn well know what you're doing . Look at what you have to create , Like this is gangbusters and amazing Good on you . And so , yeah , that was probably that moment from the client facing perspective .
But from my business's perspective I don't know if I'm quite there yet . I don't know if I'm quite there .
yet I feel like your client would have been really happy with that .
So we'll get . We'll get back to you when , like the Amy Porterfields and Pat Flynn's of the worlds are fighting over your time and there's a bidding war for you and your team , we'll come back to that .
Oh , that is a good question actually , though . So are you doing this all by yourself or do you have a team now ?
I do have a team . It's a very small team and we are intentionally small . We don't want to work with a ton of clients . We really do want to have our hands in deep in their launch and evergreen funnels , for sure .
So , yeah , I have a copywriter and a tech and data specialist to work alongside me , and I'll also have a co-strategist in place in the next few months as well .
Nice , I love data folks Like . When I first started , I tried to do a data package in addition to my ads management Clients don't get it .
They don't understand the power of the data . I'm like can you just pay me to look at your data all day ? I will gladly do that .
I mean it's super necessary , just like before . You get a bookkeeper and then you get a bookkeeper who can tell you about what the numbers mean . You're like , oh shoot All right , so yeah no , I love that . I was going to ask what was the time like for you when you almost gave up and shut the business down .
Yeah , that was probably four years ago now .
Okay , what was happening ?
Definitely I was doing a lot more copy projects than I was doing launch projects and I was selling , I think , vip days at the time and I , even even though I I was doing really great work and my clients were very happy , a lot of them weren't actioning the work that we did , so they'd have a VIP strategy planning day with me .
We'd come up with this brilliant plan and it would just sit in their Google Drive . We wouldn't launch the offer and or I would like write copy for them and the same thing would happen .
And it was just a really frustrating place to be in terms of not feeling like I was getting my work out there and also not feeling like I was getting the numbers affirmation back that the work that I was doing was really creating results .
And then I think the snowball effect that I was looking for wasn't happening because of the fact that they weren't launching , so I wasn't seeing results . So I then was like losing confidence in my own abilities at the time and that then led to me not marketing as much , which led to not as many clients .
And I had someone I had a team member who was helping me in the business at the time and I couldn't pay her because we just didn't have as many VIPDA clients as we needed , and so it was a really , really sticky time .
I felt a lot of disappointment in myself and , quite frankly , shame that I couldn't like make the business work in order to support this team member and I eventually had to let her go , and it was rough . It was really kind of heartbreaking and disappointing for me and I was like what am I doing ? This doesn't make any sense .
Like why am I running this business ? I need to go get a nine to five Like this is useless , and I think the thing that I learned from that time is if you give yourself enough time and sleep , Okay . And I'm like , like mental health , you'll realize that you come out the other side and nothing lasts forever .
Because I was on the verge of giving up on this thing . Thankfully I didn't . I just allowed myself a little bit of time and space to see the situation objectively , learn the lessons that I needed to learn , you know , about cashflow management , hiring team for the right reasons and how I use them in the business , et cetera .
So , yeah , that was a really rough time , but thankfully the Lord helped me and I slept the way I needed to and realized okay , chelsea , we're not walking away from this . You love the work you do , you just need to do more of it . So let's figure out a way to help you .
How long did it take you to kind of pull out of that and what exactly did you do to come out on the other side ?
I mean , I'm not kidding about the sleep y'all , Like the rest , is really crucial for me . I do not make good decisions when I am tired and exhausted .
No one does . No one does . Why are you ?
looking at me when you said that , I mean .
I'm talking about me , I mean for anybody who's a parent , you know , and especially like in those early days when kids are not sleeping like I mean babies . That's rough and I mean I know I was not a fun person to be around , probably , and just like . I feel like I couldn't get anything done Like . Why are like normal life activities really hard right now ?
Because sleep deprivation is a torture tactic .
It is , yeah , absolutely so . Yeah , that mattered a lot . Having the courage to finally let go of that team member was also huge and helped to bring some of the cashflow hemorrhaging under control as well . And then also really reevaluating like , is this the offer that I want to have ?
What do I love about the work that I do and , therefore , what kind of offer is aligned with that work ?
Because I don't just love the strategy , I actually honestly really do love seeing the launch play out , coaching clients through that process , tracking all the data , analyzing after the fact , even , depending on the client massive asterisk even writing the copy y'all .
I don't always love writing copy , even though I am a copywriter , but high key , like , depending on the client , even writing in the copy can be so enjoyable because I can see and hear their voice in the word that I'm writing and I'm like , damn , this is good , like those moments I was not going to get from just a VIP day .
And so really kind of aligning the things that I enjoy doing and my entire skill set with the offer that I was delivering and then figuring like , doing the work to get clear on the messaging behind that , leaning into my network to find potential fits for those kind of offers and how to deliver that .
Yeah , that kind of gradually helped me to move beyond that phase .
Yeah , yeah .
I love that Leaning into what you really enjoy and and sleeping Everyone after you listen to the podcast . Go take a nap .
I mean , we're not going to forget the prayer part too , though , like that's definitely significant .
We are not going gonna forget that part . Thank you , jesus . The lord looks like I'm gonna just take a moment and give the lord his props . Jesus saves me every like , every day , in this business . Y'all chelsea be over here wilding out . Sometimes . The lord is gracious and full of mercy amen , yes , amen .
The lord is gracious he helps you every day . Wait now . Why are you looking at me when you're right ?
yes , I just had to get you back for another time when you looked at me hey , I said I went back to me on that one . So take us , take us more closer to the future than yeah , where , where you're experiencing success but not not saying that you feel super successful in such a modest way , actually . I'll take a moment .
You're listening to chelsea talk right now . You just got to go get her lead magnet with real client funnels , because none of us are doing it justice . Chelsea , I told you this in the Instagram DMs After I was talking to you . I was like you need to be on the podcast .
But then I went and I downloaded your lead magnet and I was like , oh , shoot , I think I might be taking this funnel and that funnel and send it to my EA and have her implement it in my business . Like there's some really good stuff in there . So that's that's my plug . And for the listener go get that lead magnet .
Like you will be surprised what you learn just from the lead magnet . Even though it's supposed to be like client studies , there's like very applicable stuff in there .
We're linking to that in the show notes . Yeah , that's down below . This is your homework , jamie . This is my homework . You can read the lead back , all right . All right , I'm going to do it . Put it on my to-do list .
So I know in the next episode , Chelsea we're going to talk about , like what somebody does if they have success once or twice and they want to make that success with their launch repeatable , using ads and troubleshooting areas in the funnel . But , like , before we get there during this episode right now , how do you , what are the ?
What are the things that you look at when you have a new client ? Like and this is kind of teasing the upcoming episode like , what do you look at in the client's funnel where you're like , you just know I'll probably go here and this thing will probably need to change ?
First off , we look at all of the surveys that you never look at in your business the intake forms , the after the launch , why they didn't buy forms that you send people . Or maybe you don't send , so we need to send one . Or maybe you don't send an intake form , so we need to just do a quick survey of your current clients .
We also look at all of the kind of data points from the launch . So the whatever launch event you did , how did that convert ? What was the show up rate , registration rate for your sales emails and all emails , really open click-through rates , early buyers , daily number of purchases .
And then I really like to also dive into each purchaser's customer journey from your last two launches . So we'll look at how many people enrolled and for each person , we'll go back into your email and CRM platform and track their journey . What lead magnets did they download ? What offers did they purchase before they purchased this one ?
How long were they on your email list for ? Because that gives us , then , a good idea of what needs to happen in pre-launch and cart open in order to create an environment where we replicate a similar version of the most effective customer journey , like if we notice a bunch of people downloaded this lead magnet .
We'll probably use that in the pre-launch to help to build your list . If we notice like a ton of people were really into the launch event even more than ever before , we'll probably reuse that launch event right Like . There are certain things that we're paying attention to in terms of customer journey .
So we know that for the upcoming launch , based on these numbers and based on the trends we're seeing , we want to replicate similar things .
So it's a really deep dive into what your people are saying the people who bought and the people who didn't buy and a really deep dive into your numbers and your customer journey to help them figure out what the funnel needs to be for the launch .
Nice .
I'm seeing that biology background coming in . I feel like if you recreate the same environment . I'm seeing that transfer .
I'm going to be the listener and be like , oh shoot , but remember , remember , remember , remember . It's that Thomas Edison quote . Right , people miss out on opportunities because it comes dressed up in overalls . It looks like it . This is how you get those five and six figures launches .
Fritz , dig it in , dig it in Yep All right ?
Well , thanks for recording this episode . We're going to hop in a moment into the next episode , the listener . You just got to go down to the show notes below and click on that link and you can rejoin us in the next episode .
If you're listening , like right now , and it is Monday where this first episode dropped , you do have to wait until Wednesday for Chelsea's next episode to release . But in the meantime there's tons of good episodes on the YouTube channel and on the podcast , and you can always say hi to Chelsea on Instagram after you get her lead magnet .
By the way , both of those links will be in the show notes below . Chelsea , thank you for being here .
Thank you for having me y'all . I enjoyed this a lot Thanks .
Chelsea , I did too . Until the next time you hear from us or see us be blessed , and we'll see you in the next one . Bye .