105: Copywriting tips to impact all phases of your launch plan featuring Emily Conley on the Systems & Workflow Magic Podcast

Welcome to episode one of my new series on the power of launching! Today I welcome back past guest, Emily Conley (emilywriteswell), to go over the power of copy to get the most out of all phases of your launch.

The Systems and Workflow Magic Podcast is brought to you by Dolly DeLong Education. This podcast is for creative business owners who want to learn tangible steps to automate their business through workflows, systems, tools, and strategies to go from scattered to streamlined with purpose because even muggles can become automated wizards!

Meet Emily Conley

Emily Conley is a copywriter, copyteacher, and sales strategist. She’s obsessed with helping her clients use the power of their personality and voice to attract their dream clients and make effortless sales. Emily writes personality-driven copy that embodies the best version of her clients and moves them closer to their biggest goals. When she’s not working her copy magic, you’ll find Emily reading a good book, hanging out by the pool, or planning her next travel adventure with her little family of three.

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🔗Links mentioned: 

⭐️The Systems & Workflow Magic Bundle (this comes out at least once a year, and even if you miss it, you should still get on the waitlist to be notified of the next bundle!) (click here or click on the banner below)

⭐️A private podcast about the 4 different launching phases (here or click on the banner below)

⭐️A free workshop on how to get started with refining my top 5 recommended systems, workflows, and sops to impact the backend of your own creative business today! Sign up for this free 90-minute workshop and walk away with a game plan of action!

CONNECT WITH EMILY 

• Website: www.emilywriteswell.com
• IG: https://www.instagram.com/emilywriteswell2.0/
• Brand Voice Quiz: www.emilywriteswell.com/brand-voice-quiz
• Youtube: https://www.youtube.com/@emilywriteswell

CONNECT WITH DOLLY 

• Website: https://systemsandworkflowmagic.com/
• IG: https://www.instagram.com/dollydelongeducation/
• YouTube: https://www.youtube.com/channel/UCpVZTreUqoUi9UxJiJdDh1A
• Pinterest: https://www.pinterest.com/dollydelong/
• The Systems & Workflow Magic Podcast: https://www.systemsandworkflowmagic.com/podcast

Want to listen to similar episodes that feature copywriter Emily Conley?

https://systemsandworkflowmagic.com/2021/12/13/3-the-3-step-system-for-writing-copy-that-connects-and-converts-emily-writes-well/

https://systemsandworkflowmagic.com/2022/02/21/13-how-to-write-compelling-copy-to-attract-leads-to-your-lead-magnet-with-emily-writes-well/

 

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Read The Shownotes + Transcript Here

Dolly DeLong:  Hello, and welcome back to another episode of the Systems and Workflow Magic podcast. I am your Systems and Workflow BFF, Dolly DeLong, and today I am so pumped to have one of my good business friends back on the podcast. I don’t know. 4th, 5th time. I don’t know. Emily, Emily Conley of Emily Writes Well is back. And, this is a huge milestone for our friendship because we’re on YouTube together now.

Emily Conley: Yeah, it’s we’re just like blazing new paths. I’m so happy to be back on the podcast. 

Dolly DeLong: I’m so excited to have you and right before we hit record, I was reminding Emily that Emily is the first guest on a new series that I am doing. all centered around the power of launching. And so I guess it’s just meant that we start on. A bang, because I wanted to, really have a great series to help serve my audience well. And. I just thought, why not just start with Emily Conley? Cause she’s always been a good guest and she’s fun and relatable. And Emily, you’re really good about breaking down concepts, especially around copy tips. Because I feel like as business owners, we overcomplicate copy. And so along the terms of launching, we overcomplicate launching. And then we Communicate copy and launching together. So this is going to be a really good episode. And, before we dive in. Do you mind sharing with the audience just in case they’re brand new to the Systems and Workflow Magic podcast, who you are, what you do, who you serve, and just overall why you are an amazing copywriter? 

Emily Conley: Well, thanks for that introduction. I’m Emily. My business is Emily Writes like Dolly said, I’m a copywriter. I mostly write websites. Sales pages and emails for online businesses, primarily women, who are passionate about helping other people in some way. my clients Love to use their personalities and to really like differentiate themselves right and are not afraid to stand out from the crowd am trying to do that. so I help people tap into the power of their personality. I think that one thing that makes me good at my job is I believe that every single person has a wildly unique voice that deserves to be heard. And so I like to highlight. People’s differences, how people are unique, and how they shine, in an authentic meaningful way. so yeah, that’s what I do. 

Dolly DeLong: And not to embarrass Emily, but because Emily and I are good business friends and she knows my voice so well, Emily has written several pages of my website and she’s brought out the personality side. I don’t know, like to better serve my clients. And so Emily, like you do a phenomenal job at what you do. You’re gifted. 

Emily Conley: Thank you. I know. Anytime I work with Dolly, I get to make a Harry Potter reference. So that’s always really fun for me. yes. 

Dolly DeLong: And let me just again, like a plugin for Emily, like the power of copywriting and fusing your personality in it. I’ve had people reach out to me. Through search engines, like Google, they found me on Google. They read through my website and one of the top things they always say to me in my contact form is I love Harry Potter too, so I knew that we needed to work together.

Emily Conley: Love it. 

Dolly DeLong: So anyways, Emily’s awesome. And speaking of awesome, I wanted you to do a plug-in, like an early plug-in for your YouTube channel, because I know that this is if you are not listening to the podcast instead, you decided to watch. Watch it. This is Emily. You’re meeting Emily right now. And if you’re like, Oh, I want to learn more about copywriting tips and business tips to apply to my business, Emily, can you share a little bit about your YouTube channel?

Emily Conley: Yeah, it’s still, being built, but we’ve got some great stuff on there already that you can go dive into. I like to share a lot of just like practical how-to’s with copy a lot of times. It’s I just want to know how to do this one specific thing. Or I want to avoid these mistakes. so my videos are, I used to be a teacher. They’re very educational. also dig in a little bit to like, what’s it like to own a business and that kind of stuff, but mostly like copy. Specific tips, how to write a good call to action, how to, avoid certain mistakes people make in sales, copy, all those different things.

Dolly DeLong: Well, I watched, some of your videos the other night, cause I was like working on a project and I was like, Oh, I love this. especially the one about having a well. You were interviewing somebody else and I was like, these are really good points and tips.

Emily Conley: Oh, thank you. Yeah, that’s what’s Felter. She’s an amazing designer. so yeah, bridging it to a little bit of that too. So maybe in the future, you can make a guest appearance on the channel in a few, future episodes.

Dolly DeLong: It’ll be like a crossover. You remember those things from the nineties and early crossover episodes. Yes. 

Emily Conley: Perfect. Okay. All right. 

Dolly DeLong: So transitioning from, copywriting tips, let’s talk about copywriting tips for launching. Because again, I know that this series is all centered around how to prep for a launch that you may be like you want to plan out, or you don’t know where to start or You’re like, what’s a launch? if you are listening to this podcast, or watching the YouTube channel, then this is a really good starting point for you. This is episode one of the series essentially. And yeah, I know that there are creative business owners who struggle with, launching. and I do want to. Say a caveat or side note, asterisk point, and make a point in saying that I believe that there’s not a one-size-fits-all-all when it comes to launching. So when you hear people saying, I will give you a roadmap or I will give you the blueprint you need to launch. I don’t want you to come into these episodes thinking I’m giving you step-by-step instructions. this is exactly what you need to do. So I want you to look at these as. Puzzle pieces or different types of puzzle pieces that you can apply to your own business. And so in these next eight weeks, like you’re going to learn new things to apply it to the back end of your business and apply it specifically to launching. And you may, you can take it or you can leave it, but either way, these are different components of launching. And I want to get you unstuck and just actually having, like taking those baby steps to build some traction to launch hopefully next year or in the years to come, because your business has amazing things to offer. So whether you’re launching a digital product or launching a service, take those baby steps. Anyways, Emily, let’s talk about copywriting tips for launching. 

Emily Conley: Yeah. So I love that you don’t approach this in a prescriptive way. I feel very strongly about there’s best practices, sure, but I don’t buy into rules when it comes to copy. and you’re like, I don’t buy into rules when it comes to launching. So I think it’s a great fit. I will say. With your copy, with a launch, the most important part is actually before you even step into pre-launch. So this would be, the first thing you want to do is plan. So you have to plan your copy and listen, I am the least… planner type of person who ever lived like I don’t like planning. Like me, I like to just show up and do things. I don’t, I’m not organized. that’s not my thing. But with copy, like 80 percent of the work is actually in the planning stage. So like when I work for a client, when I write for a client who’s launching. I sent them these documents. They’re like, Oh my gosh, this is all amazing. And they see the end, the finished product, right? What they get, what you’re putting on the page when you’re doing this for yourself is only like 20%. Most of the work is happening before you ever start. So we want to go like, Before you ever pre-launch, and we’ll talk about what happens there copywise, right? You want to plan. so yeah, do we want to talk about like what that planning might look like? 

Dolly DeLong: Yeah, and for those of you who are listening in, the dynamic between me and Emily is, we’re very opposite. need a plan for the plan. I love planning so much. So this is like, I get excited about planning.

Emily Conley: Well, I’m glad you do, because I’m like, this is the most boring part, I’ve talked people into it, and then I’m glad there are people in the world, I’m married to a planner, so we balance each other out. That’s good, yes. when it’s up to me, we just, you know, sell our house and move to Australia, which we did once.

Dolly DeLong: Which, and if, for those of you who are new to Emily, she lived in Sydney for a while, that’s why there’s that little Sydney poster behind her. There is. 

Emily Conley: Yeah. Yes. Yeah. That was not planned. That was, very spur of the moment. I love it. but we’re not going to do that with our launch, okay? We’re going to launch in a plan.

Dolly DeLong: No…don’t do that.

Emily Conley: Yeah. The first and most important thing you have to figure out before you ever write a piece of copy for a launch is what your offer does. in copywriting, we talk a lot about the rule of one, and this applies to a lot of things. you should have one. Audience, you should have one, promise, like one transformation, one call to action. So the more specific you can get with your copy, the more effective it’s going to be. so we want to start with what is the one core promise of my offer. Now, here’s what I want to say. you’re probably like, My offer does like 45 different things, right? Like I don’t just help people do one thing. are you crazy? Like I help people do all these things. And that is true. So what you want to do when you’re planning is to start big, and you have to write it down. You can’t just, I’m the queen of like, Oh, it’s in my head. Like I had it in my brain. No, it doesn’t. No, it is not real until you write it down. Okay. So Google doc, Pen, and paper. I don’t care how you write it down, but you want to make a list of every single benefit or result a person could expect to get from your product, your service, your offer, whatever it is that you’re launching, and get concrete and specific. A lot of times I’ll talk to clients and they’ll be like, Oh, it’ll help you save time. Okay. Well, yeah. Yeah, but what, like how? So basically everything that exists out there that you can buy will either help you save time or help you make more money. Or do both of those things. So those don’t count. you gotta think beyond it, right? So think through the process, get specific, and write down every single benefit someone could expect. That’s the first thing. From there, I think it’s really helpful to group things and narrow down your list, right? So maybe you come up with 32 things that your offer can do. What I would encourage you to do is go through and Kind of clump them together. So for example, if you’re like, oh, it helps you like build more confidence. It helps you feel more prepared. It helps give you a more positive outlook. Those all are like mindset shifts, right? So you could come, you could be like, okay, I’m going to put these three things together. And I’m going to say it’s going to help you shift your mindset around Whatever topic, your offer helps. So for me, I’m going to help you shift your mindset around copywriting. So then that would encompass all of those things, right? So we’ll narrow it down and then you have to get honest about what matters most. And only one thing you can only have one core. So at the end of the day, yes, we do all these things. Yes. You’ve, you have all your things written down. It’s all amazing, but what moves the needle in someone’s business, whether this is something that likes is unique to your offer, like, okay, all the people who are doing, this type of coaching, help you do all these things. But my, it doesn’t have to be unique, right? Like you can be doing exactly what everyone else is doing, but narrow it down to that one core promise. And that when you can write it down, this service will, and you write down your one And only one. Dolly’s probably what about three? What about ten? 

Dolly DeLong: every time I work with Emily, you all, Emily’s like, okay, we’re gonna have to condense this down. I’m like, but I need to express all my thoughts and feelings. I’m like… Using my hands because I’m like, so passionate about making people understand 

Emily Conley: everything. But it’s true. we do feel that way. And so, like, yes. But you have to narrow it down to one core promise. What is the one thing, like, no matter, What else happens? I can promise you that you will get this thing from this. And when you can do that when you can plan to that level like your launch is going to be more successful. It just is because you’re going to be so clear. There are other things to think about too when you’re planning, right? what do people need to know before they buy? for, what I do with a copy, a lot of my, education is about explaining, like, why this matters. what’s the difference between, professional copy and just, like, when you put words on the page, right? Anyone can write a sales page. It’s not that hard to, put words onto a page, right? It’s not photography or design or something that takes a skill, to create it. It does take a skill to do it well, right? But like technically anyone can sit down and put words on the page. So what do people need to know before they’re ready to buy? And then also thinking through what’s going to hold people back. So what are those obstacles? what are the things that are holding people back? And everyone always says what’s the number one reason people always say, Oh, it’s the price. 

Dolly DeLong: Yeah. It’s too expensive. 

Emily Conley: Too expensive. People aren’t going to spend the money. Everyone always picks money as their objection. The truth, like the actual truth, is that it’s very rarely your price. Very rarely. 

Dolly DeLong: I believe that because I’ve seen it. It happened to me and my buying style and decisions, but I could say something is expensive. And then the next week. Purchase a program that was like the same, if not more, because I was like, I need this problem solved now. 

Emily Conley: Exactly. Yes. So think through, and I always advocate to ask your audience, pull on Instagram, and send an email. If you have a small group of trusted people who would fit your ideal client, like for me, I have a group of past clients that I sometimes will reach out to, and maybe it’s Six or seven people. And I’ll be like, Hey, I appreciate your input. can you answer this question for me? You can do a poll on Instagram. You can get the information, but ask people, like, if you were going to invest in this thing, whatever it is you’re launching, like what, what would hold you back? What would get in the way of you saying yes? Because often people have things you would never think of, right? Oh, I’m not like confident enough. And you’re like, wait, what? I don’t think I deserve this. Or I don’t think I’m at this point in my business. And sometimes people are right. Sometimes like I hate talking about overcoming objections because sometimes those are just facts and I always like in my copy to acknowledge that hey, there are plenty of reasons not to do this. And some of those things are valid and you have to trust yourself. but and like I specifically call that out often like in emails or on sales pages, and I’ll be like, but if this is what’s holding you back. This is why that isn’t right, but being honest that changes based on your brand voice and how you like to communicate. But yeah, there are things besides money that will hold people back from it. 

Dolly DeLong: Yeah, I love that so much. And if I could be like, give a tangible example to the listeners and the viewers, something that holds me back right now is time because I have two little. And I know specifically where I feel like where every hour I know where every hour is going, because I meticulously mapped it out and planned it out, tracked it out. And there’s, I literally cannot create any more time. And so when people are like, I get wary, I will help you create more time. I’m like, no, you can’t like, ’cause I know where all my time is going. I know I’m not being wasteful. I am working specific hours around my boy’s schedule. So time for me is a lot of it is the deciding factor for me. So I love that you brought up what pricing is. is an objection, but yes, there are deeper reasons than just pricing.

Emily Conley: So when you think all through all those things, right? what is holding people back? What do they need to know before they’re ready to buy? What is the benefit of the transformation? What is the one core promise? When you have planned that, it means you have a document where like all of those answers are written down. They’re not just in your head. You wrote them down. Like you are ready. To go into your pre-launch copy, but you’re not ready until you’ve done those things. 

Dolly DeLong: Okay. I love you. So I just said, I love you. I meant, I love it. And I love you too. 

Emily Conley: I love it. 

Dolly DeLong: okay. So this would be mostly the second phase of this conversation then because we talked about the planning and now we’re talking about the prelaunch copy. So face. 

Emily Conley: Okay, yeah, so pre-launch is when you want to think, so if you start with a plan, pre-launch is your time to prime. in copywriting, we love alliteration, so these are all going to be P things, which is very exciting. but, so you want to prime your audience for what you’re going to do. So I always like to think of this as if you’re familiar with the buyer’s journey, everyone calls it slightly different things, but basically, there’s awareness and then there’s interest. So awareness is like knowing that you have a problem, knowing that problem can be solved, and then interest is like wanting to solve that problem, right? So those are the first two stages of the buyer’s journey. And that’s really what pre-launching is all about. You want to focus on those first two things. You are priming your audience to when, so you take care of all that. So then when you launch, you do not have to do everything right all at once. People are already ready to buy. So this is when you pre-launch well, and when you have, we’ll talk about specifics of what you talk about in your copy. But when you pre-launch well, People are ready to just buy. A lot of people are ready to just buy when it comes to launch time. those are the people, who like, click the link in your email, they go, click the link in your bio, they just scroll down to wherever it says, whatever your call to action is, and they complete it. those are your people. Those are your 

Dolly DeLong: people. Yeah. Can I insert myself and say something about your people? Yes. If what Emily was saying in your planning phase before your prelaunch phase and your planning phase, if you have a night general idea of who your people are, even if it’s five people or six, which by the way, that’s a lot of people. So don’t be like, I need to have a hundred people. No, like even if you hit five people, reach out to them and do meetings with them, like a recorded Zoom call. Voxer with them to get their words from them like because when you get words directly from your people that will boost up your copy for your sales page and landing pages and email nurture sequences, all of that to get more people into that buyers journey that are like your people. Does that make sense? 

Emily Conley: yeah, it’s great advice. And if you can’t do that, you can also, I would say that preferred is talking to someone. you can also look back through the testimonials that you’ve collected from people and like specifically look at someone who would be a good fit. Oh, I worked with this person. They would be a great fit for this offer. Let’s see what they had to say about the process of working with me. And maybe it was like, a one-on-one capacity. It’s probably not in the way, like If you’re launching something for the first time, you’re not going to have testimonials about that specific offer or product, but you can look and get those from yeah, existing testimonials. Yeah, that’s great advice. Oh, thank you. Yeah, so like priming right is about doing two things. it’s probably about more than that. But we’ll talk about two specific things. So you want to like, bring up the pain points. So this is the awareness, of I’ll give you an example. I, when I first started my business, I like signed up for Dubsado. I saw all the people did Oh, everybody uses Dubsado. Cool. and then it was. horrible. Like I wanted to cry. I already told you, I’m not a systems person. Like I am, I do not have Dolly’s brain, like for systems and structure. And I could not figure it out. And I just was like, well, I did not know that there were people you could pay who would do it for you. So I had to like, Actually figure out that like this pain could be fixed before I ever was ready. I didn’t know that was an option. I thought it was just like, you suffer through, right? So you want to help people feel like seen, right? So talk about the actual pain points. Now, I want to be specific. When you are pre-launching, you don’t every single time. Let’s just say I’m going to re-launch the copy party. It’s a course where I teach people how to be copywriters, or how to write better copy for their own business, right? So if I’m like in pre-launch, Everything I post and everything I share and all the copy I write in my emails and, in my social media content and all that stuff. I don’t always have to say, in the new course I have that’s coming out soon, you don’t have to reference the thing that you are launching. As you get closer, you probably will start to drop in little things, but you can just talk about the pain points. man, are you so ti like, It’s so hard to stare at a blank page and, write a convincing, sales email, that’s hard. That’s not your job. You can talk about all the, like not knowing what to say, not knowing what to include, all of those pain points, you just talk about them. You help people feel like, Oh man, she gets what’s hard for me. Like she’s in my head. and then the second part outside of the pain points is the education part. So all of those things you need people to know before they’re ready to buy. why does? why does this thing matter? why are you the right person? You can pre-launch, and you can write, plenty of things about, your experience specifically related to whatever it is you’re doing in the thing you’re launching. so for, like, the copy party, I could, in pre-launch, talk about how I used to be a teacher. because I am teaching people how to do some things like actually having a lot of experience and being a teacher. so I can, I could talk about that. And I don’t have to say in my experience as a teacher, which I’m going to teach you in my new upcoming course, right? You can just put it out there. It can stand alone. So you’re priming people without explicitly telling them. Does that make sense? 

Dolly DeLong: I love that advice so much because you’re right. once you get from the priming of the pre-launch phase to the actual launch, that is when you’re going to hit heavy on, okay, this is what. I’m selling like, you don’t have to constantly sell the product in the prelaunch you’re like, no pun intended. You’re priming your audience. 

Emily Conley: Exactly, and if you start hard selling in the pre-launch phase, you’re gonna, yeah, you are going to be done. you are going to be so tired, you’re not going to want to hear yourself, you’re going to be tapped out before you ever actually launch. That’s so true. We’re just getting people ready for it. We don’t have to tell them like, yeah, you can drop in a little fun, you know, like, Oh, if this is something you struggle with, you might be excited for what’s coming later. You can drop those little nuggets in now and then, but the priming is A standalone thing. So it’s very specifically connected. You’re doing all the awareness, you’re building the interest, all the things you wrote down in the planning stage, those pain points, the education, the things that they need to know, like, why this is unique, all of that stuff you’re like starting to talk about, but that’ll be a solid prelaunch, which, also Just makes it a note, like, okay, so I’ve done this, I’ve had this experience before, where I’m like following someone on Instagram and you don’t see everybody’s stuff like every day, but you know, it’s oh, she’s always talking about this. And then it just like one day it’s like a switch flips and then now you’re talking about something completely different and you’re like selling that can be really. Disconcerting and people can be like, wait, what is going on? So it’s a very natural progression when you all of a sudden are like, Oh, I’m selling this thing. People are going to be like, Oh, she’s been dropping breadcrumbs. You’ll be Taylor Swift over there, like masterminding, dropping all your Easter eggs. And then people are gonna be like, Oh, this makes sense. We saw this coming, right? no one should be surprised when you like to switch to launch mode. It’s a very natural 

Dolly DeLong: clapping my hands for you. That was perfect. Yes, it’s a good reminder so if you are listening in stop and take notes on this or listen, or if you’re watching this please be taking notes because Emily is dropping some golden nuggets for 

Emily Conley: us right now. Yay. now we’re primed, right? So now the last thing is to promote. Um, so that is phase three. This is phase three. Yeah. So this is when you’re launching. So there’s a ton that goes into a launch, but copy-wise, which is really what we’re talking about today. One of the best things you can do in a launch when you’re in the promotional stage like you are. This is the thing I’m selling. Here’s all like you are, it’s out there, you’re promoting it. is to have rinse and what I call it like a rinse and repeat descriptions that help you build brand recognition and help you stay on message. So these are things that you can write down in your planning stage. You also don’t have to, you can come up with these as you’re moving more towards the promotional stage towards the launch. I’ll give you some examples. So like when I talk about website copy. I always call it clear, compelling website copy. Okay. that is how I talk about it in my business. other things I always tell people, I help you make more effortless sales. And that is a phrase that I just repeat all the time. a website that works with you. What is it? A website that works with you while you live life on your terms. Right? So these are things, those are rinse-and-repeat descriptions that I use all the time when talking about websites. So if I’m launching a special website offer, I’m going to be saying those same things over and over again. which… I think it takes the pressure off. So when it comes to copywriting, with like, there’s so much, you’re writing a lot of words. there’s a lot that goes into it and you don’t have to reinvent the wheel. You don’t have to be like coming up with brand new ways to describe something every time. In fact, like, please don’t. Don’t do that. You’re going to confuse people, right? So come up with some of those rinse-and-repeat descriptions, that you can share throughout the promotional period. That would also be repeated on your sales page. They’ll be in your emails, right? All of those things that you’re writing, they’ll be on your social media. You’ll talk about them in your stories. And then people are like, Oh yeah, like I had someone reach out to me the other day. and I’m like through my inquiry form on my website and she put It was like, what do you want help with or something? She was like, I want those effortless sales. You’re always talking about, I was like, perfect. Okay. I can help you do that. Right. So people will start to connect you with the things that you’re saying. so that’s, yeah.

Dolly DeLong: I want to remind everyone, like this. This takes time. So if you’re brand new to launching, or if you’re brand new to the business, like if you’re brand new to this process of actually planning a launch you have to give yourself grace and give yourself lots of time to constantly be refining your message and being known for something very specific because let me tell you, I, even though I’ve been. Educating on all things, systems, and workflows for the past three years. Guess what? I’m finally getting people who are coming to me and they’re saying, Oh, when I think of you, I think of systems and workflows, and this has been three years in the making. They didn’t start saying that from the get-go. Like it’s been three years where I’m consistently getting people coming to me and they’re like, Oh, you love systems and workflows. So when I think of Dolly, I think of systems and workflows. 

Emily Conley: Yeah. No, I think that’s such a good point too. And so like, that’s one benefit of launching is that you, part of what you can like track through, this isn’t copy related, right? But part of what you can track through a launch is actually like new people who come. So like when you’re launching, you’re just going to be more visible. You’re going to be out there a lot more, like you’re going to be People are going to be like sharing your stuff. It’s just, that it increases your visibility every time you launch. And one of the benefits from that is that like, you will attract people who like, don’t join, they don’t buy. They may not say anything to you. Most of the time they won’t. You might not even know that they’re there. And then, like Dolly was saying, like three years later, they’re going to come and like pay you for this like high ticket service that you do. Or they’re going to join three, you know, you’re going to launch the same thing three times and they’re going to join in the third launch. so one of the reasons you want to take the time to plan Is to make the most of this messaging opportunity. So a launch is an opportunity. Even if you, I have launched things that had zero people sign up. Like full disclosure, and I do not like an off-the-cuff launch. I planned, I primed, I promoted, and like no one joined. That has happened to me. More than one time. And my first reaction is always to feel bad about myself and to be sad and to like, you know, believe this means I’m terrible and nobody likes me or whatever. 

Dolly DeLong: Which is not true. It’s not true for you. It’s not true. Yeah. 

Emily Conley: But I let myself feel those things. for a few minutes, and then it’s like, what can I learn? what can I learn? And oftentimes my biggest takeaway is you know what, when I look back on this, I thought it was being really clear, but my messaging was confusing in this one specific spot. And I will find something that like next time I can change, Or oh, I didn’t have anyone buy, but like I have. 14 more people who are subscribed to my email list, that’s a win. And so I think as cheesy as it is a launch really can’t fail. You really can’t fail if you choose to learn something from it.

Dolly DeLong: Yeah. And like you, the only time you fail like going along that, is if you just. Give in and give up, throw in the towel and you’re like, this must mean X, Y, Z about me. yeah, keep that’s what, that’s the beauty and the scary part of owning your business. Like you’re putting yourself out there and yes. And especially with launching, you are putting yourself out there and it is. it’s a refining process. I will say that because I’ve launched maybe, I’m going to say five times in each process of refinement, it exposes all these things about me. I’m like, Oh my gosh, I’m still insecure about this. Or, Oh my gosh, I learned this about myself. Like it is a refining process. Yeah, 

Emily Conley: it is. And I think that’s why nailing like the copy piece is so helpful because there’s going to be days when you have it scheduled to show up on stories and talk about something and you’re going to not feel like it, you’re gonna be like, no, everyone hates me. this isn’t going well. Like I don’t want to do it. And if you have written down, if you have your rinse and repeat descriptions, if you can at least get on and be like, Hey. This thing, here’s what I can promise you it does. And you have actually like written that out and done the work on your messaging. Then it makes it a lot easier to show up when you don’t want to. Cause I can guarantee you, I don’t think I’ve ever had a launch, even my most successful. Like I had a beta launch one and that sold out in the first 35 minutes. that’s as good as it gets. the price was stupid. Like it was, I did not, it was not a very profitable lunch. It did not 

Dolly DeLong: charge me nearly. 

Emily Conley: And still, even in that period, I was like, I don’t want to send this email like there was still self-doubt there and that’s literally like the best case scenario So there will always be times you don’t want to show up And I think being clear on what you’re talking about why it matters is just a nice thing to Fall back on. and it also will help you sell better outside of your launch. So just like when you go through this process and you plan and you like to figure out how to prime your audience and you figure out how to promote, like with this really clear, compelling copy, when you’ve done that, you can then turn around and do that better. On a sales call, you can do that better just on your website. You can do that better in your day-to-day, content and copy that you’re sharing. So I do think it like pays off. It’s, like training for a marathon and then like running a 5k is easy. Right? I don’t do those things. I don’t run marathons. I also don’t run 5k. Talia runs 5k’s. but Those feel so much easier right when you’ve done this and so I think, yeah, 

Dolly DeLong: Emily, you have brought so much wisdom to this episode and I, like, I am throwing a little nugget out for those of you who are watching. Bye. Listening to this podcast episode or watching it on YouTube. I want to stress to everyone that Emily is going to be a part of the systems and workflow magic bundle, the 4. 0 version. There have been four versions, but this is the launch edition. I’m so excited. And Emily, do you mind sharing with the audience? what you will be contributing to this launch bundle?

Emily Conley: Yeah, so really more specific copy tips. So we’ve talked broad, like here’s what we’re going to do. and we’re going to drill down into actually what that looks like. So like, cool, I know I’m supposed to do these things. What does that look like? What copy is included in a pre-launch? What copy is included in a launch? We didn’t even really talk about post-launch, but I like their specifics. Things you’re going to be writing after your launch is over too. And so we’re going to like to break those down, have some checklists, have some templates and some things that you can like us to actually like do it.

Dolly DeLong: Oh, Emily, I’m so excited. And thank you again for not only being on this podcast episode again with me but for being a part of the bundle. I’m always so excited to get to collaborate with you. Thank you. 

Emily Conley: Thank you for inviting me. Always a delight. 

Dolly DeLong: Of course. And for those of you who are listening in or watching, I want to say thank you so much for tuning in to episode 105. I am so pumped that you decided to listen or watch to the end. And I do want to ask a big favor. If you enjoyed this episode, please share it with a friend, or a business friend, and let them know about this new series, coming up, which is all centered around the power of strategic launching and the different puzzle pieces, the different systems, and workflows. Involved with planning a launch. And so until then have an extremely streamlined amazing week. You amazing muggle you. Until then, bye!