Caitlin Bacher and Scale with Success® in The Business Spotlight with Dori DeCarlo

0:00 She is sure, she is sure, she is strong, she is true, is true, she is brave, she is she is you, she is you, is you, she is sure, she is true, she is strong, she is strang she is true, is true, she is brave, bray, she is she is you. Hello, everyone, welcome to today's Word of Mom Radio. Here on the Word of Mom Media Network. I'm your host Dory Di Carlo, and you know we are here week after week, show after show, breaking those myths that morepreneurs and business women, especially those of us building our businesses from home, that we're just dabbling in between bake sales and getting our nails done. We're not. We are smart, we are savvy, and we are sharing the wisdom of women in business and in life. And I'm looking forward to introducing you to today's guest. Catherine Baucher is the CEO of Scale with Success, a company dedicated to teaching coaches and course creators how to turn their online course into a seven figure business without launching. Her company has rapidly grown to over eleven million in revenue over the last few years, with no signs of slowing down, and Caitlin believes that there's more than one right way to build a business, and that if launching isn't your cup of tea, you don't have to do it. She's learned this lesson the hard way after years of being trapped

1:30 in the launch rollercoaster, resulting in nothing but inconsistent revenue and sleepless nights wondering where her next sale would come from. The day she got to pick up her daughter from kindergarten while suffering from launch overwhelmed was the last straw. She instantly realized that if that's what it took to build a million dollar business, she wanted out and want it out fast. And I could keep going on, but I want to know how the end of this story is really try transition. So with all that being said, Caitlin, welcome to Word of Mom Radio. Thank you so much. I'm really happy to be here. I'm excited to have you share your journey with us, and I would love for you to finish that whole story, because that had to just be the panic moment, that aha moment of going wait a second year, something's gotten him.

2:23 Yeah, And it's funny because you know, I wish I could say that after that moment I realized I forgot to pick up my daughter from school. She was in kindergarten at the time, so she was obviously very upset. I wish that everything instantly changed for me, but in fact it didn't. So shortly there after I ended up joining a mastermind where there were a lot of different course creators and all kinds of different niches, and there was this one guy, and he sold an online course that was all about how to declutter your home, and he was making over three hundred thousand dollar dollars per month without launching, and at the time, my mind was blown because I didn't even know that was possible. Like all I ever heard about was this messaging that you have to keep launch launching you know, yes it's hard, yes you don't like it, and yes you have to do it. And just the idea that he was able to sell his course consistently without launches really helped open up a whole new world of sales and marketing methodology to me. And in that moment, I really realized that, you know, I don't actually have to run my business this way if I don't want to. There are other ways to do things out there. And so that was the moment that everything changed. I you know, I came up with a plan. I got to work. I started selling my course on autopilot without launching, and within the

3:57 first nine months of making that sweat from launching all the time to selling it on autopilot. Within that nine months, I made my first million from selling that one course. And that was when I knew. I was like, I'm never launching again. I am not going back. When you talk about launching, those people that are starting thinking of starting businesses and things like that, what do you mean by that? So, when it comes to selling courses and also sometimes services or whether those are coaching or something else, typically there's two ways to grow your business, right, There's the launch model and the evergreen model. And so what the launch model looks like is typically anywhere between two and three months of intense list building and content distribution that is all leading up to what's called an open cart, and the open kart period can last anywhere between five to seven days, and then nobody can buy your course again again until your next launch, which is maybe six months later or a year later. And what many course creators find is that when their launch ends, so does all of the momentum and the revenue that they've been working so hard to generate. So it's basically radio silence for your business until you begin the launch cycle all over again. And this is a very high risk way of selling your course, especially for course creators who are

5:29 making less than a million a year. They have a tiny team or maybe no team at all, a non existent ADS budget. And what I tell people all the time is that if your course is generating less than a million a year, the number one thing that you really need to focus on is how to generate consistent revenue so that you can start to get some real traction in your business. So with an evergreen model, this allows you to enroll new students into your programs on an ongoing basis, not just once or twice a year, which is great because it then puts you in a position where you can grow over time. You can continue to collect data on what marketing messages are resonating with your audience and which need to be refined so you have more opportunities to practice and get better.

6:20 Interesting let's fasic term definitions. Different people think of different things, So when you think of launching, you think of this huge thing as opposed to autopilot where that evergreen content is there and continuing to grow and grow and grow, which is why it's called evergreen because it doesn't stop being green. So as you look, what do you see the biggest mistakes that course creators' face when they're trying to make that transition cabling growing from launching their courses to that autopilot evergreens.

7:01 One of the things that really surprised me when I was making the switch from launching to evergreen is that it wasn't as simple as just repurposing all of the launch content I had done before into an automated funnel. So I honestly thought at the time that you know, selling on autopilot was only about the tech. So I thought, you know what, I'm going to take a recording of my live webinar, I'm going to take all the emails that I sent out before during that launch. I'm going to take all of that content, and then I'm just going to put it into an automated funnel. And what I didn't understand is that the content that is inside an automated webinar, inside of the evergreen funnel itself, including all of the registration pages, emails, everything needs to follow a completely different framework in order to capture the attention of your audio and really move them into action. So before I figure that out, I was definitely struggling to make my automated funnel profitable. You know, I thought it was just going to be as simple as, oh, I'll just take what has worked before in a live launch and I'm just going to repurpose that into an automated funnel.

8:15 And I see a lot of people make that mistake, and I get it. It's like, well, if it worked live, why wouldn't the same you know, content work well in an automated funnel. And what I realized is that the buyer's journey inside of an automated funnel is totally different than the buyer's journey that's live. Let me give you an example. If someone is hosting a live webinar, right, they're there to answer questions. So you may deliberately put something in your live webinar that promotes curiosity, maybe even a little bit of confusion, because you want the audience to then ask a certain question and you know they're going to ask it, then they ask it, and then you can answer it, and then it it's like an exchange, right, But that's not possible if you're doing an automated webinar because you're not there to answer questions live. And so with an automated webinar, automated funnel altogether, you want to make sure that you are being as clear as possible so that there is no question for the viewer as to whether or not this program is right for them.

9:23 And you know, I tell people all the time the what you really want to focus on is consent and permission. This is an education process. It's up to if they decide that at that moment in time it's not the best for them to enroll, that's okay, like maybe they'll catch you later, maybe they'll you know, sign up again next month or something like that. But it's just you want to give them the right information so that they can make a decision that is best for them. I love the head answer, I really do. And it's you know, it's amazing because when you think about it, we really do. We think that, oh, yeah, we can just move this like that, and we'd forget that you can't have a Q and A if it's an evergreen content, it's got to be able to answer its own questions, and I'm sure that a lot of times people don't realize that.

10:15 Yeah, And what happens is they'll take what previously worked live, They'll put it in an automated funnel. They get maybe you know, one or two sales, but nothing like the consistent five or even six figure months that they would be able to get if they were using Evergreen frameworks. And so what happens is, you know, they repurpose the live content it doesn't work, and then they make that mean that, oh, I guess Evergreen just doesn't work for me. I guess my audience will only buy if I'm doing, you know, a big fancy live launch. And I hate seeing that because the reality is that Evergreen can work for anyone. It's just a matter of you know, of and optimizing so that you're able to package the information that you want to share with your audience in a way that really makes sense to them.

11:09 Okay, how do you know when you are ready to quit that launching and now start selling in an autopilot way? So I like to think that being ready is a choice. Right. There is no magical moment in time when all of a sudden, like everything's going to align and you are actually ready to move forward and take action, Like you have this little checklist and you're like, oh, I've done this, this, this and this, so that means I'm ready and now I can move forward. In business, there is always going to be uncertainty. So it's my belief that you are ready when you make the commitment to be ready, when you decide you want to be ready. It doesn't mean that in that moment you're not going to feel unsure or uncertain in or maybe a little nervous, maybe a little excited. You know, it doesn't mean that you're not that you are going to feel one hundred percent confident.

12:09 It's about having the courage to commit to being ready to start working towards the thing it is that you want to make happen, and you know, to be willing to make mistakes along the way and pick yourself up, learn from the mistakes, and just you know, keep going forward. And I think that one of the hard things, especially being a woman in business, is that a lot of the messaging that we receive, especially as young girls, is that mistakes are bad. We're not supposed to make mistakes, We're not supposed to fail well, guess what. Men fail all the time. They make tons of mistakes, they lose money, they make money, they do this and that, and no one is telling them that they're a failure. I've never ever in my life had any man dm me on Instagram and ask me, you know, well, how do I know if this is going to work for me? Never in my life I have them ask other questions like well what's included? Or how much is it? Or you know this and that the other. And I get so many dms from women who are asking me like will evergreen work for me? Like how do I know?

13:20 Da? Da da da da? And it's because we've been trained since birth to be afraid of making mistakes. And who does that benefit? It certainly doesn't benefit us, right, And I think it's really important that we begin to reframe the way that we think about failure and making mistakes, and we really start to understand that if you are avoiding failure, you are avoiding growth, and there is nothing just because you make a mistake or just because you have a fail or anything like that. It doesn't mean that you're not cut out to be a business owner. It means that you have an opportunity to learn what to do differently next time.

14:05 Right on that note, please think of what Caitlin just said. We are going to take a quick break, say thank you to our sponsors, and we'll be back here in just a moment on Word of Mom Radio. She is brave, she is bold, she is you, and we want to tell your story. Are you ready to share your journey with us on Word of Mom Radio? Go to wordomomradio dot com and register as a guest. We want to tell your story because when you win, we all win. In twenty seventeen, Unsilenced Voices was formed to help survivors of domestic abuse and gender based violence worldwide. The organization currently serves Sierra Leone, Rwanda, Ghana, and the USA. In twenty twenty two, Unsilenced Voices gifted over thirty three thousand dollars to survivors in the USA and in Sire Leone.

15:06 There are over twenty six young girls who have been rescued from sex trafficking and domestic abuse and now going through vocational training school in order to better their lives. We need your help. Donations are critical in order for us to continue our work. We also need volunteers to help with research and development. Please visit Unsilenced Voices dot org for more information. And we're back here on Ward of Mom Radio. I am speaking with Caitlin Batcher, the CEO of Scale with Success. I love what you said because it is so true that women are so afraid to fail because we've been taught.

15:52 It's a reflection of us and I live by. There was that old saying you win or you lose. No, you win or you learn. And the thing is when you start again. You're starting now from experience. It's amazing how men will go and apply for a job that they're forty percent qualified for. Women will wait until they have every qualification. It's unreal and it's so important for us. This is part of why Word of Mom Radio is here. So we learn from each other, so we realize fail forward, but it means you're moving your emotion. Everything isn't always going to work, but you find what works for you and then you continue to move on in that vein.

16:41 What kind of mind shift do we need to make in order to have our business loan but reach for it, generate that first million? What do we do? Where's that shift coming from? Kaitlin, Well, there's. Two things, really. Number one is that we need to take accountability for managing our emotion. And I don't when I say that, I don't mean that we need to stuff our emotions away and pretend that we don't have any feelings or anything like that. Taking accountability for managing your emotions means getting therapy if you need it, if you're in pyramidopause and you want hormones like, get those. If you like whatever it is. It might be medicine, it might be it might be something else. But it's really important that we understand that you cannot make good decisions in business if we are letting our emotions get the best of us, and if we're believing all of the kind of thoughts that can run through our head at any given moment. We have so many thoughts throughout the day. I can be feeling great at breakfast, and by lunchtime, I can be feeling like it's the end of the world. Right. It's important that we not let those feelings which come and go drive our business decisions.

17:59 And when it comes to managing your emotions, it is not about controlling other people. We cannot control what other people do or don't do. All we can control is the way that we respond to it. So managing our emotions number one. Right. The second thing is that you need to measure your results. One of the things that I love teaching people, women in particular, is how to use data, how to track data, how to read it, how to interpret it, how to understand what the data is telling you. When you are running something like an evergreen funnel that's automated, you're collecting data every single day, data based on what emails are being opened, what pages are being clicked through, all of these different things. And the really great thing about it is that if you ground yourself in those numbers, running your business almost becomes a paint by numbers project. Right, if this number is high, do this, if this number is low, do that, And you're just kind of going through it and making very logical decisions, and the act of growing your business starts to become fun and starts to feel like a puzzle that you're solving, as opposed to this high pressure situation where you're really letting your

19:30 emotions get the best of you. So managing your emotions and measuring your results are the two most important things when it comes to growing your business. And the other thing I want to say is there is never an endpoint when it comes to learning how to manage your emotions, because with every next level of growth you're going to experience, there's a new area that you will be able to improve upon when it comes to managing your emotions right, Because it might feel easy to manage your emotions around you know, a ten dollars mistake, but what happens when you make a hundred dollars mistake, a thousand dollar mistake, one hundred thousand dollar mistake, a million dollar mistake. As your business is growing, you are going to be making those kinds of mistakes. And the cool thing is, you don't have to make a million dollar mistake when your business is generating ten thousand dollars a year or something like that, but you will work. You will eventually work up to that and having the understanding that every mistake is an opportunity for you to practice resilience, to practice how to bounce back from it, to practice how to learn from it so that you will be able to overcome bigger and bigger mistakes.

20:52 Now I'm going to switch over. What are the big myths those creators believe when it comes to growing a million dollar force business. So I think that one of the big myths that people have is they really think that, like, at some point their education is going to be done. At some point they're going to know everything that they that there is to know, and like things are just going to be really easy. And the reality is that things do not get easier, but you get better, right, So things are always going to be increasing in the complexities and the challenges and all of that. But the cool thing is that you are growing right alongside with it.

21:40 Right. It's kind of like if you think about, you know, like working out or training for a marathon or something like that, you're not expected to go from couch to marathon overnight. Nobody does that that's how you're going to like strain your muscles or do something. But it's about being consistent over time and gradually increasing your strength. And it's the same thing when it comes to growing your business. So really being able to have that long term view and really understand that this is not just about getting overnight results. It's about being consistent and moving forward even when things go get hard. And if things are hard, it's Okay, things can be challenging and fun, right, as long as we're not kind of like beating ourselves up along the way. So that's one myth is that you know, we think, oh my gosh, like once I hit this level, everything's going to be super easy. That just doesn't exist at all.

22:41 What's the difference with the course that flops and the way it takes millions? So the difference between a course that flops and one that makes millions is the way that you are able to connect with your audience and the way that you are able to articulate the specific pain points that they are experiencing and give them an opportunity to and highlight what specifically makes your approach different. So let me explain a little bit. What I see a lot of people doing is they'll have a lot of knowledge about a topic, right because they're experts in it, so they have, you know, they have a lot of experience with it. They have a lot of knowledge about it. And so what they're doing, the kind of content that they're creating and putting out online to build their audience is going over people's heads.

23:37 It's not meeting them where they are. And what you have to understand is that when people are scrolling the internet looking to solve their problem, they're not aware of the root causes of their problem. They're just aware of the symptoms. And so the more that you can speak to the symptoms, the more you're going to attract people who have those specific symptoms and there are things that your course can help them solve. And I get it. It can be really easy for you as the expert to want to go through and say, oh, you know what, like the root cause of your problem is this, da da dah, But they're not ready to hear all of that yet. Now, you can certainly address that in your program, right because you really want to people have a real transformation, you know, get to the root cause all of that.

24:25 But they're not ready for that yet in the free content. And so the more you can speak to the specific symptoms that they're having, the more you're going to make that initial connection. Now, what you also need to keep in mind is the importance of presenting your method, your formula, your process, your system, whatever it is, as unique and different, because when people come to you, they have probably bought all the books, bought all the courses, worked with all the coaches listened to all the podcasts, done all of things in order to solve this problem, and they still have the problem, and most importantly, they still want to solve it, and so they're still willing to try again.

25:09 They're still willing to invest the time, the money, the energy, all of that into solving their problem, and so they're actively looking for it. Now. If I go to you know, your social media page or something like that, or your podcast or your blog or wherever it is that you're putting out free content and you are talking about their problems and you're talking about your solution in the same way as everyone else, they're never gonna sign up for anything because they're gonna make a snap decision whether or not it's the right decision. They're going to make the snap the decision and think to themselves, oh, you know what this sounds like all those other things I did before. I'm looking for something different. So I'm going to go on to the next person.

25:52 Something to really leave our listeners thinking about. And as we're doing that, what do you want to say to that person out there, Caitlin, who is listening, who's trying to figure out how to get their courses to work and everything else. What do you want to leave our listeners with and how may they reach out to you? So what I really want to leave everyone with is that growth doesn't happen overnight, and it's all about taking those tiny steps, being consistent and being focused on the outcome that you are looking to create in your life and business and not letting our emotions get the best of us and kind of tripped up along the way. I would love for everyone to join me. I do have a free masterclass. It's called how to Generate launch sized Revenue without Launching, and that's available on my website, Caitlinbatcher dot com. You can go there. You can sign up for it for free today. But that's where I really unpack the specific method that I teach when it comes to selling your course without launching.

26:55 I'm definitely going to sign up for that. I'm really interested. I'm interested to hear what you have to say, and I really hope that you will reach out. All of Caitlin's links are going to be live. I know you're out there, moms, I know you're out there women, and you're wondering how to get this course going. How to generate revenue. Take a listen, learn. Let's face it, we say it all the time. When you win, we all win. So it is all about the abundance of the universe because guess what, there's no hit ceiling on. Oh there's too many courses. You just missed the mark. You can do it. You can do it, Caitlyn can do it. We can all do it. And she's giving us a roadmap to be able to follow, and that's a wonderful thing.

27:40 So I thank you so much Caitlin for taking the time to come and share with us today. I'm Lord of mom Radio. Thank you my pleasure, and for all of you tuning in. We're going to close out with our fabulous theme song from Smith's Sisters and the Sunday Drivers. So till next time, this is Dori di Carlo saying, go out and create a market. Listen you bye for now. She is sure, she is sure, she is strong, she is strong, she is true, she is true, she is braise, she is she is you, she is she is she is sure. She is sure. She is strong, she is strong, she is true, she is true, she is braised, she is bold, she she is you, is you, she is you Sure of herself. Yeah, she takes care of his. Powerful and strong. Yes, she knows who she is, has integrity, woman, strong and true.

28:39 You know her by name. See this woman is you. She is sure, she is strong, is strong, she is true, is true, she is braise, she is she is, she is you, she is you, she is she is sure, she is strong, is strong, she is true, is true, she is brave, she is she, she is you, she is you. She is adds value and hope. Has proved to be brave. See it's never too late, never time to behave reaching for dreams doesn't matter. The age believes in herself, unleashed from her cage. She is sure, she is sure, she is strong, is strong, she is true, true, she is brave, she is she is you. She is she is, she is sure, she is she is strong, she is strong, she is true, is true, she is brave, she is she is you.