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She is sure, she is sure, she is strong, she
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is true, is true, she is brave, she is she
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is you, she is you, is you, she is sure,
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she is true, she is strong, she is strang she
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is true, is true, she is brave, bray, she is
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she is you.
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Hello, everyone, welcome to today's Word of Mom Radio. Here
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on the Word of Mom Media Network. I'm your host
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Dory Di Carlo, and you know we are here week
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after week, show after show, breaking those myths that morepreneurs
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and business women, especially those of us building our businesses
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from home, that we're just dabbling in between bake sales
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and getting our nails done. We're not. We are smart,
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we are savvy, and we are sharing the wisdom of
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women in business and in life. And I'm looking forward
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to introducing you to today's guest. Catherine Baucher is the
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CEO of Scale with Success, a company dedicated to teaching
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coaches and course creators how to turn their online course
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into a seven figure business without launching. Her company has
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rapidly grown to over eleven million in revenue over the
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last few years, with no signs of slowing down, and
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Caitlin believes that there's more than one right way to
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build a business, and that if launching isn't your cup
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of tea, you don't have to do it. She's learned
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this lesson the hard way after years of being trapped
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in the launch rollercoaster, resulting in nothing but inconsistent revenue
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and sleepless nights wondering where her next sale would come from.
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The day she got to pick up her daughter from
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kindergarten while suffering from launch overwhelmed was the last straw.
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She instantly realized that if that's what it took to
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build a million dollar business, she wanted out and want
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it out fast. And I could keep going on, but
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I want to know how the end of this story
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is really try transition. So with all that being said, Caitlin,
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welcome to Word of Mom Radio.
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Thank you so much. I'm really happy to be here.
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I'm excited to have you share your journey with us,
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and I would love for you to finish that whole story,
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because that had to just be the panic moment, that
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aha moment of going wait a second year, something's gotten him.
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Yeah, And it's funny because you know, I wish I
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could say that after that moment I realized I forgot
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to pick up my daughter from school. She was in
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kindergarten at the time, so she was obviously very upset.
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I wish that everything instantly changed for me, but in
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fact it didn't. So shortly there after I ended up
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joining a mastermind where there were a lot of different
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course creators and all kinds of different niches, and there
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was this one guy, and he sold an online course
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that was all about how to declutter your home, and
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he was making over three hundred thousand dollar dollars per
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month without launching, and at the time, my mind was
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blown because I didn't even know that was possible. Like
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all I ever heard about was this messaging that you
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have to keep launch launching you know, yes it's hard,
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yes you don't like it, and yes you have to
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do it. And just the idea that he was able
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to sell his course consistently without launches really helped open
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up a whole new world of sales and marketing methodology
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to me. And in that moment, I really realized that,
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you know, I don't actually have to run my business
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this way if I don't want to. There are other
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ways to do things out there. And so that was
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the moment that everything changed. I you know, I came
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up with a plan. I got to work. I started
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selling my course on autopilot without launching, and within the
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first nine months of making that sweat from launching all
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the time to selling it on autopilot. Within that nine months,
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I made my first million from selling that one course.
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And that was when I knew. I was like, I'm
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never launching again. I am not going back.
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When you talk about launching, those people that are starting
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thinking of starting businesses and things like that, what do
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you mean by that?
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So, when it comes to selling courses and also sometimes
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services or whether those are coaching or something else, typically
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there's two ways to grow your business, right, There's the
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launch model and the evergreen model. And so what the
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launch model looks like is typically anywhere between two and
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three months of intense list building and content distribution that
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is all leading up to what's called an open cart,
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and the open kart period can last anywhere between five
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to seven days, and then nobody can buy your course
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again again until your next launch, which is maybe six
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months later or a year later. And what many course
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creators find is that when their launch ends, so does
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all of the momentum and the revenue that they've been
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working so hard to generate. So it's basically radio silence
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for your business until you begin the launch cycle all
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over again. And this is a very high risk way
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of selling your course, especially for course creators who are
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making less than a million a year. They have a
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tiny team or maybe no team at all, a non
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existent ADS budget. And what I tell people all the
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time is that if your course is generating less than
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a million a year, the number one thing that you
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really need to focus on is how to generate consistent
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revenue so that you can start to get some real
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traction in your business. So with an evergreen model, this
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allows you to enroll new students into your programs on
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an ongoing basis, not just once or twice a year,
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which is great because it then puts you in a
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position where you can grow over time. You can continue
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to collect data on what marketing messages are resonating with
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your audience and which need to be refined so you
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have more opportunities to practice and get better.
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Interesting let's fasic term definitions. Different people think of different things,
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So when you think of launching, you think of this
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huge thing as opposed to autopilot where that evergreen content
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is there and continuing to grow and grow and grow,
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which is why it's called evergreen because it doesn't stop
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being green. So as you look, what do you see
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the biggest mistakes that course creators' face when they're trying
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to make that transition cabling growing from launching their courses
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to that autopilot evergreens.
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One of the things that really surprised me when I
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was making the switch from launching to evergreen is that
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it wasn't as simple as just repurposing all of the
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launch content I had done before into an automated funnel.
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So I honestly thought at the time that you know,
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selling on autopilot was only about the tech. So I thought,
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you know what, I'm going to take a recording of
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my live webinar, I'm going to take all the emails
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that I sent out before during that launch. I'm going
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to take all of that content, and then I'm just
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going to put it into an automated funnel. And what
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I didn't understand is that the content that is inside
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an automated webinar, inside of the evergreen funnel itself, including
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all of the registration pages, emails, everything needs to follow
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a completely different framework in order to capture the attention
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of your audio and really move them into action. So
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before I figure that out, I was definitely struggling to
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make my automated funnel profitable. You know, I thought it
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was just going to be as simple as, oh, I'll
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just take what has worked before in a live launch
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and I'm just going to repurpose that into an automated funnel.
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And I see a lot of people make that mistake,
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and I get it. It's like, well, if it worked live,
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why wouldn't the same you know, content work well in
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an automated funnel. And what I realized is that the
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buyer's journey inside of an automated funnel is totally different
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than the buyer's journey that's live. Let me give you
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an example. If someone is hosting a live webinar, right,
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they're there to answer questions. So you may deliberately put
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something in your live webinar that promotes curiosity, maybe even
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a little bit of confusion, because you want the audience
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to then ask a certain question and you know they're
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going to ask it, then they ask it, and then
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you can answer it, and then it it's like an exchange, right,
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But that's not possible if you're doing an automated webinar
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because you're not there to answer questions live. And so
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with an automated webinar, automated funnel altogether, you want to
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make sure that you are being as clear as possible
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so that there is no question for the viewer as
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to whether or not this program is right for them.
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And you know, I tell people all the time the
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what you really want to focus on is consent and permission.
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This is an education process. It's up to if they
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decide that at that moment in time it's not the
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best for them to enroll, that's okay, like maybe they'll
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catch you later, maybe they'll you know, sign up again
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next month or something like that. But it's just you
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want to give them the right information so that they
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can make a decision that is best for them.
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I love the head answer, I really do. And it's
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you know, it's amazing because when you think about it,
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we really do. We think that, oh, yeah, we can
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just move this like that, and we'd forget that you
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can't have a Q and A if it's an evergreen content,
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it's got to be able to answer its own questions,
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and I'm sure that a lot of times people don't
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realize that.
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Yeah, And what happens is they'll take what previously worked live,
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They'll put it in an automated funnel. They get maybe
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you know, one or two sales, but nothing like the
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consistent five or even six figure months that they would
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be able to get if they were using Evergreen frameworks.
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And so what happens is, you know, they repurpose the
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live content it doesn't work, and then they make that
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mean that, oh, I guess Evergreen just doesn't work for me.
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I guess my audience will only buy if I'm doing,
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you know, a big fancy live launch. And I hate
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seeing that because the reality is that Evergreen can work
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for anyone. It's just a matter of you know, of
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and optimizing so that you're able to package the information
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that you want to share with your audience in a
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way that really makes sense to them.
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Okay, how do you know when you are ready to
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quit that launching and now start selling in an autopilot way?
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So I like to think that being ready is a choice. Right.
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There is no magical moment in time when all of
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a sudden, like everything's going to align and you are
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actually ready to move forward and take action, Like you
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have this little checklist and you're like, oh, I've done this, this,
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this and this, so that means I'm ready and now
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I can move forward. In business, there is always going
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to be uncertainty. So it's my belief that you are
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ready when you make the commitment to be ready, when
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you decide you want to be ready. It doesn't mean
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that in that moment you're not going to feel unsure
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or uncertain in or maybe a little nervous, maybe a
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little excited. You know, it doesn't mean that you're not
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that you are going to feel one hundred percent confident.
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It's about having the courage to commit to being ready
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to start working towards the thing it is that you
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want to make happen, and you know, to be willing
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to make mistakes along the way and pick yourself up,
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learn from the mistakes, and just you know, keep going forward.
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And I think that one of the hard things, especially
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being a woman in business, is that a lot of
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the messaging that we receive, especially as young girls, is
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that mistakes are bad. We're not supposed to make mistakes,
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We're not supposed to fail well, guess what. Men fail
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all the time. They make tons of mistakes, they lose money,
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they make money, they do this and that, and no
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one is telling them that they're a failure. I've never
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ever in my life had any man dm me on
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Instagram and ask me, you know, well, how do I
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know if this is going to work for me? Never
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in my life I have them ask other questions like
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well what's included? Or how much is it? Or you
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know this and that the other. And I get so
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many dms from women who are asking me like will
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evergreen work for me? Like how do I know?
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Da?
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Da da da da? And it's because we've been trained
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since birth to be afraid of making mistakes. And who
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does that benefit? It certainly doesn't benefit us, right, And
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I think it's really important that we begin to reframe
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the way that we think about failure and making mistakes,
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and we really start to understand that if you are
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avoiding failure, you are avoiding growth, and there is nothing
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just because you make a mistake or just because you
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have a fail or anything like that. It doesn't mean
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that you're not cut out to be a business owner.
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It means that you have an opportunity to learn what
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to do differently next time.
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Right on that note, please think of what Caitlin just said.
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We are going to take a quick break, say thank