Ep 16: Should I Care About... My Launch Numbers?
What this episode is about
This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) are back with the Launch Diaries, recorded the morning after we both ran our workshops, & we get into the hours straight after a launch event, when the numbers are perfectly good & your brain has decided otherwise.
Because most of us know the standard show-up rates & conversion rates off by heart, we've walked clients through them a hundred times, & we'll still judge ourselves against a launch that made 250K in its first hour. Sophie had 226 sign-ups & a show-up rate below what she's used to. Ruthie had 64 sign-ups, all organic, far more than she'd hoped for, & within minutes had her phone calculator out working out what it would mean if every single one of them joined.
So we talk about the gap between a launch that's realistic for the size of your audience & the ones filling everyone's feed, & why we're both posting through ours mid-wobble, without the neat bow at the end. Plus a quick debrief on our in-person day in Winchester (& a lake that was a lot colder than it looked).
Key topics covered in this episode
In this episode:
The 90-minute offer Sophie sold inside her workshop, the 5 people who bought on the call, & the exact point after which nobody else did
Ruthie's 4 minutes of accidental recording, a Bubbles notetaker & the one name she didn't recognise in the waiting room
The £60 a month maths Ruthie did on 64 people, & how one little thought rewrote every target she'd set herself
What Sophie didn't do this time that she always does to get people turning up live, & the show-up rate that came out of it
The 3 mega launches Sophie picked apart for her workshop, including a wait list of over 100,000, & what they all had that most of us don't
meet your hosts
Sophie Griffiths
Sophie is obsessed with working with impatiently ambitious women who want to build a business based on connection and depth and refuse to accept they can’t work less and still earn big money.
A fast talking scaling strategist who teaches women to grow their businesses with ads, offer they are obsessed with and marketing that actually feels fun.
Over the last 9 years she’s grown the business alongside 2 high energy girls, a cavapoo dog who doesn’t understand personal space, an ADHD diagnosis & strong (positive) feelings about trashy TV (yes Off Campus..) & salted butter.
ruthie walmsley
Ruthie is a storytelling strategist and recovering English teacher ( and deputy headteacher) who helps women turn what they actually think into content people can’t stop reading.
One husband, one son, one ridiculous puppy called Bernie, an obsession with storytelling and a CV that includes some of the biggest names in the online business space.
Read the Podcast episode transcript
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
Ep 16 - Launch Diaries: Vulnerability, Vision, and Launches
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Sophie: [00:00:00] Hello, and welcome to this week's episode of Should I Care with me, Sophie Griffiths
Ruthie: I'm me, Ruthie Walmsley
Sophie: Hello. How are you?
Ruthie: I'm good, thanks, babe. How are you? Oh, you've got the lurgy a little bit
Sophie: I have a little bit, yeah. I if I sound a little bit croaky, it's 'cause I've got a really sore throat, and a bit of a cough, and I think probably a bit of a temperature, but, show must go on
Ruthie: I actually think I'm the reason that you're ill.
Sophie: Yeah, I think you are,
Ruthie: I actually think I was patient zero of this situation, because obviously we had our in-person day together last week,
I was of cold and cough and sneezes. In fact, when I got in the car to drive home, you know when adrenaline just keeps you going?
And it was like a three-hour drive home, and I got in the car, and my body just was like, And I cannot tell you how many times I sneezed driving the car. I was like,
Sophie: No.
Ruthie: my eyes are closed so often sneezing. I feel like my car needed to be, like, really aerated and, decontaminated
But I did feel... when I [00:01:00] got home, I said to Ted, I'm really nervous that, literally all of those women have now got my cold." I feel like I just went in and just shared those germs.
Sophie: Yeah, thanks so much. to be fair, my husband also had a sore throat last week, so I probably was fighting it on both fronts potentially.
Ruthie: I'd feel better if we blamed your husband, actually. If we could just...
Sophie: Okay. Should we do that?
Ruthie: Yeah, that would be
Sophie: Yeah, we'll do that. Yeah. Okay, no worries. so this episode, before we jump into, what's going on with us, we thought we'd do another Launch Diaries because we are recording this in the middle of both of our kind of launches. We both did workshops yesterday. so we thought we would give a little bit of a debrief.
Also, just from our intro, I realized that we also need to debrief on the in-person day last week because we never actually did that. So we could also talk a bit about that as well
Ruthie: Fabulous. And it was exactly fabulous. Sophie was like, "You don't need to come for the whole day if you don't want to, but obviously you can." I was like, 100% I'm turning up for the morning strategy session [00:02:00] with Sophie." I'm forever trying to just get as much as I
can out of this relationship. And so I was there, like pen in hand.
honestly, I got so much from it, Soph. Not to blow smoke up your arse, but I left with two offers that I'd come up with, 2.5 offers actually, 'cause there was a third one that came in as a last minute idea,
Sophie: I've planned them out. I haven't done anything since it, but when I was with you I planned it out. I've penciled in when I'm gonna do it. so yeah, I really got a lot. As well as getting to meet you and all the amazing women, like what a gorgeous bunch of babes, I also came away with two offers that I'm gonna sell in 2027. So thank you very much
You're very welcome. It was such a great day, and I think, not to just be like really smug and pleased with ourselves, but I did feel like the morning strategy session paired with the afternoon content was just like next level elite. It was really good.
Ruthie: Chef's kiss
Sophie: and it was really fun for me, because normally when I run these, I just run them on my own, as in like I'm [00:03:00] the person delivering all day.
Ruthie: and so it was really nice for me to be able to do your content session in the afternoon. I was like, "Oh, this is so fun to be like the student."
Sophie: Like, I was so into it
Ruthie: I love being a student. I do sometimes, I just love getting like a great pen, little notebook, just getting it
Sophie: Yeah
Ruthie: And I think we know that the women had an amazing time. I must ask though, 'cause I left before you went swimming in the lake, how cold was it?
Sophie: Oh my God, it was so cold. I have to say, I really loved the venue. So we used a venue, for the first time. It was in Winchester, and it's on this, big estate, and it's got loads of grounds, and there's this big barn. And, it was incredibly well-organized. It was probably one of the best venues I've worked with in terms of, the food was really great, the venue was great, the surroundings.
It felt like you were in the middle of nowhere, which just really helps me in terms of, switching off. And the real great bit about it was that you could go into their swimming lake and then use their sauna as well. So at the end of the day, some of us stayed and did that.
I don't know what's wrong with me. I don't know why. I've been cold water swimming, so it, it's [00:04:00] fine, but I hadn't really thought it through. I was just like, "Oh, it'll be cold," , But oh my God, when we got in, it was, like, sea cold. I think because it had been raining a few days before, so it was like fresh water.
It wasn't, warmed from the summer water. . we could only stay in for, four or five minutes because, at that point, my fingers were, like, going, blue. It was so cold. obviously then the sauna was a delight. So that worked really well. and it was a really nice way to end the day.
It really shook off , you know the end of a day like that, where you've been, like, socializing and learning, and then for me, and you as well,presenting as well, it's a lot. , So it was really nice to have that, clarity and just "Oh, okay.
That feels really nice." back into my body rather than just my brain. and I definitely offer it again. I'm thinking maybe, springtime, potentially run another one there. so we'll offer it again, but yeah, , I'll definitely warn people, that it's likely to be like, freezing cold,
Ruthie: wow, in spring as well after the winter
Sophie: Yeah.
Ruthie: gonna
Sophie: Ooh.
Ruthie: woo. no, it
Sophie: Yeah
Ruthie: As I was driving out, I [00:05:00] thought, looks lovely." But yeah,
Sophie: Yeah
Ruthie: Instagram stories and you were like, "That was cold."
Sophie: That was really cold. and I have to say as well, I had... a bit of an epiphany in the content session as well. So I love that we both, really benefited from each other's work. we did some really great, prompts and journaling, which I have to say, I like the idea of journaling, but it's just not something that I ever, make myself sit down and do.
but I know that I would really massively benefit from it if I did it more. but I think you put up loads of prompts, and we went through this whole sequence. But one of them was, I can't remember the exact prompt, but basically it was like, "Why do you care about the work that you do?" Something like that.
And I've always found that really hard. you know, when some people have, a really clear why, like a really, noble bigger mission of "I just feel so passionately about this." Really my why is like, because I need to make money for my family. and I will do what I can to do that.
And so I've always really struggled with that. Like, why do you care? It's like, well, I care because I wanna help women also make money. And then I just had this [00:06:00] epiphany where I was like, "Oh, hang on a sec. I think this is more, more than just about money." Because what I'm not doing is this is not money for money's sake. This is not money so I can go and sit on a beach in Dubai, although I'm not against it. this isn't just, money because I want more.
It's The reason I have my whole business is 'cause I was made redundant when I was on maternity leave. And for a, a good few years, it threw me into panic of I just have to make money any way I can, really. And we've talked about this with you and your business and COVID before, It was really scrappy. It was just like any way that I could make money, I would do it. no boundaries. Didn't worry about red flag clients. It was just like, "If you're willing to pay me, I will fucking do it." And I think when I had my little burnout in 2023 and, broke my nose at Christmas and that was a real turning point for me, where I was just like, " This can't be how other people run businesses."
And I was looking at it, I was like, if people run businesses that go from, small startups to big scale, there is a point where [00:07:00] they must have to have money locked in. They must have to have , money to pay employees. They must have to transition to paying themselves at the beginning of the month, not what's left at the end.
And I'm like, "Why am I not creating that for myself?" Like, why is that not my big goal? Rather than just, I need to get money in this month. So I remember having that turning point, and I've realized that actually what has come from that is my bigger why I care, is 'cause I want women to have financial safety, financial security.
And when they have the money, I want them to know how to use it to make them feel wealthy. And not just wealthy, "I've got loads of money" wealthy, but wealthy like like things that we've done with the money, because I've got it now and I feel financially safe and stable, is my husband's gone part-time.
We've been able to buy a bigger house., We've set up, long-term savings for the children. We're not taught that at school. It's not encouraged as women. So often we just go into businesses and it's just we'll just make some extra money.
But actually, and listening to the women on the day as well, it's so much more than that. It is so much more about [00:08:00] financial safety and security as women
Ruthie: It was so amazing that when we were doing the strategy session of yours in the morning, again, I can't remember what the question was, but it was like, asking us to think about what we would wanna do with money if we it.and we went round the room, and it was amazing how many of the women, weren't saying " I don't know, "I wanna buy new handbags.
I wanna buy..." it wasn't that. It was like, "I'd love to set up a savings fund to pay for my kids to go to university. I would love to pay down my mortgage. And actually, I can't remember who it was, but someone was saying like, "I wanna earn more than my husband, but not because I wanna earn more than my husband.
It's because I wanna relieve him of that pressure that he's been carrying." And it just like really spoke to me on so many levels, The data shows that when money is in the hands of women, it affects their families, it affects their communities on such a greater scale than it does when it's in the hands of men.
I think it was really clear in the room that there was a need for that, and I think that when you tapped into it and when you and I were talking about it, I was like, "Yes, I wanna hear that from you. I wanna [00:09:00] hear that what I can help you do is build a business that's gonna create financial safety.
Because , think I grew up, and I know you felt the same, thinking that having your own business was the riskier version of grown-up life. riskier than being employed, riskier than having a nine-to-five. I certainly felt that when I started my business. I was like, this feels crazy."
Sophie: I 100% agree. I think, often as well if someone is finding their business hard, it can feel like, "Oh, do you know what? I think I'll just go and, I think I'm gonna go and get a job. That feels much safer." And I can totally see it. , There's pros and cons for everything, aren't there?
someone else paying into your pension, paid holidays, lots of other kind of resources and stuff that you get. But ultimately, a lot of people are on one month's notice.
Ruthie: Yeah
Sophie: can literally go away in an instant. And I was saying to you, I have revenue locked in until 2028.
the money that's coming in till 2028 is not enough to live on. But still, I also know, and I think this is something as well that I've really had to play around with over the years, is like the opportunity is in my [00:10:00] hands, and that feels scary, but it also feels massively like, well, that's, it's all in my hands.
I get to choose how much I earn, how much I make, how much I work in my business, how much I grow my business. the opportunity is there. It's really just for me to take it.
Ruthie: Totally. you know a few years ago, I think it's coming again now, isn't it? But the mortgage rates went up, really quite dramatically, and God, we are just always the, we're always the people that experience wrong timing, Tone and I. And so , , all of a sudden it was all over the news, mortgage rates, and I thought, "Shit, when does our current deal come to an end?"
Anyway, I checked and of course it came to an end worst possible moment, and we're both self-employed, overnight our mortgage went up £900 a month ' cause we had been on an incredible rate and then we just hit it at , the worst time possible and I was like, "Oh my God." But actually, was like how lucky am I to be self-employed at this moment then
I was like, "Right, I'm gonna plug that gap. I am gonna make that, jump go away for the family because I can ramp things up. I [00:11:00] can work more hours or I can charge more or I can find ways to make that happen." Whereas if I'd have still been in my old job, , that was the amount of money I was getting paid no matter what. I'd have to have had a big conversation, followed a very clear process to be considered for, the next pay grade or whatever it might be. And so I do agree that, of course there's risk, I'm not saying there isn't and it can feel so bloody squeaky at times, can't it? But there is also opportunity, and I think people talking about how to create safety in that opportunity is something that I don't see enough of and I think, you are very well placed to be the person talking about it
Sophie: I think I've always thought like, oh, it just feels a bit boring talking about like financial safety. but ultimately it was really interesting, , talking to my, to the clients on the day and just hearing their answers as well and knowing that actually that really is what they want.
So yeah, I will be talking about that more. and that kind of leads us really nicely into our launches because obviously one of the ways that I'm doing that,
even thinking about the workshop, that I ran yesterday and the [00:12:00] offer as well and how this kind of ethos flows into that because what I've been talking about is, taking your group offer from fine to fuck yes, and three core pillars so it feels easy to sell, makes great money, and, feels fun to run.
And when we dug into it in the workshop yesterday, what I was saying For making great money, let's say, we did it for each of the three pillars, but making great money is really subjective. I'm not here to tell you, that you have to make 10 grand a month from your group offer or that you have to make three grand a month or you have to make 50 grand a month.
That ultimately that number is your number. but what I really want you to think about is , why you want that number and how you want that money to come in. Because if you want recurring revenue, if you want that stability, if you want that safety, but you have a six-week offer and you don't offer payment plans, how are you creating that financial safety for yourself?
Because there's no, mechanism there to do that. so that was really interesting. But before we get into all that stuff, Let's do a bit of an update from where we were last time
Ruthie: [00:13:00] Okay
Sophie: So I think last time we recorded we were trying to get signups, weren't we, for our workshops.
So I was running ads. The ads have done the best that they've ever done for a workshop for me. So by the end, I did a lot of playing around. I found them quite hard to get going. initially the cost per lead was quite high. And Meta was messing around. One day, I'd get like 15 signups and they'd be flying, and I was like, "Oh, nailed it." And then the next day I'd get zero, and I'd spent like 40, 50 quid for zip, like no reason. And when you're like, "What?" You know, even as someone who knows ads, it's like that's really hard to stomach. so I played around with them quite a lot.
What I found was that the B-roll ones definitely worked the best, and just really played around with different messaging. and so overall got 226 people sign up in total.
Ruthie: Amazing
Sophie: over like 120, 130 of them were from ads.
and so that's been interesting in itself for me, like really going a bit heavier on the ads, and I think it's had some implications which I can talk about in a bit. But where [00:14:00] were you at? How did you get on with the workshop?
Ruthie: So I was promoting last time we spoke about , the, open week is this week, so
as of this morning, I had 64 people signed up for open week,
Sophie: Amazing
Ruthie: far exceeded my expectations, if I'm honest. which, has led to all sorts of ridiculous thoughts in my head.
However, yeah, 64 people. That's all organic, so that's all come,
via people. Most people, I'll be honest, were already on my list. but what I've found, and I think will be useful learning for next time actually, is that obviously now the week has started, people have been sharing what they've been doing, and then I've had people sign up halfway through the week, and I just hadn't planned for that.
so then I've been having to like go through and think, "Well, what will they have had?" 'Cause they've just joined the segment, but I hadn't, I don't know, I hadn't thought it through. So it's, I've, it's felt a little bit scratchy for me to make sure that I wanna make sure that those people have still got the prompts.
Um, have still got the replays and stuff like that. But yeah, 64, which I was so thrilled [00:15:00] with. and then in terms of the main workshop was yesterday. but obviously it's not the only thing about open week, so I've said, "Pick up and choose what you want." But I had 26 people live, which I was really chuffed with.
some people I hadn't seen before, some people I had, so it was really nice. yeah, 26 people live. and then this morning I did co-working and I think I had about 20. so yeah, I'm pleased with that. In that window, it's far exceeded what I thought I would have.
I was like, "Oh my God, this is so many people." absolutely over the moon about it.
Sophie: I do think we need to acknowledge that because we do know from previous episodes that one of your biggest fears was logging onto Zoom and then it being anybody there. So I think having 26 people there, that must have felt amazing and like, "Oh my God
Ruthie: It did. And it felt like so many people, like they couldn't all fit on the screen. And I was like, "Oh my God, I am such a big deal." and I was such a thirsty bitch in the opening. I was watching the replay just to make sure , that I'd cropped it and stuff. And I was like, "Oh my God, guys, thank you for being here. Thank you [00:16:00] for showing up." I was so worried. I was like, "God, play it cool, Rhi. seem like you're, like, fucking sophisticated or something." I was just, like, so grateful. I, couldn't have been more grateful that people showed up. And I was like, I had to crop the beginning of the video off because I'd clicked record literally as soon as I went into Zoom, 'cause I was so nervous that I was gonna forget to click record. So I click record, so there's just there was like four minutes of me being like, you can literally... I'm just like, can't leave myself alone. And I'm, like, checking how many people are in the weight room, and for ages there was a bubbles notetaker and one person. And it wasn't, one of my existing members, 'cause if it had just been one of my existing members I'd have just hopped in and been like, "Babe, what the fuck?" But it was a name I didn't recognize, and I was like, "Oh my God. It's happening. My worst fear is about to come true." But then there was like a real flurry. I waited until there was like 10 people and then it opened and went in, and then more people were coming in.
So yeah, I'm so thrilled, and I was not cool about it. I was so grateful. was pathetic
Sophie: I think that's nice though. I think people love that. and [00:17:00] actually, , I haven't told you this yet, but I had my superfan sprinkle , yesterday at 10 till 11, same time as your workshop. We did not coordinate very well. 'Cause you did yours for a whole week. I hadn't really clocked, like, when the workshop would be and anyway, so there were people on there, and literally , as , everyone was joining, they were like, "Can I go right at the beginning 'cause I really wanna go to , Ruthie's workshop?"
, And they, jumped off and went. So that was, I was like, "Oh, that's so nice." So I had, yeah, 226 people signed up. I had 64 come live, which is 27, 27% live show-up rate. I would say that's low for me. And industry standard, that's not low. So I think, like, 30% is pretty standard. for me, I tend to get closer to 40 to 50%. so I definitely came away feeling a bit disappointed. I also it was interesting, so I did it, it was 90 minutes I did it from 12 to 1:30, and quite a lot of people had to go at 1.
And I don't think... I don't know. They can maybe get in touch and tell me. I don't think it was the content, and I don't think it was 90 minutes necessarily. I think it was maybe it was just, [00:18:00] 1:00 they had meetings or they had to go and do stuff. So I think next time what I might do is do it, 11:30 till 1:00, if that makes sense, or whenever.
but start it on a half an hour, and then finish it on an hour so someone can then go on to the meeting. so that was a good learning. I think the reason I didn't get the people coming live was primarily because I didn't follow my own process, which is always really annoying, isn't it? When you're like, "Well, I know what I should have done," and I didn't do it.
In all honesty, I didn't do it 'cause I just ran out of capacity and time. the last few weeks,with, my eldest not being at school, it's just massively shrunk my capacity, and I also had to completely create the workshop from scratch. 'Cause I normally, I often talk about, the super fans approach, super fan system.
I would take workshops I've already done and just evolve them and tweak them and build on them. This was because it was an entirely different topic, that I do teach in Outrageous, but it's not in, a workshop format. It- I basically had to start from scratch, and it just took me so much longer [00:19:00] than I thought it was going to.
And i'm really proud of the workshop. it was really good. I know it was really good, and I am really pleased I put all that work into it. But you know when you're like, "I also would have liked more people to have experienced it because it was really good."
I do actually have, a freebie , which literally shows you how I get really good, live rates to my workshops when I follow my own process.
So I , will put that link in the show notes because, I think if anything, it has shown me that those things do make a difference. Sometimes you can question yourself and be like, maybe people would just turn up anyway." but things like I didn't reach out to people on Instagram, which I normally do when they sign up.
I normally reach out on Instagram and just say hi. I also normally offer a high-value resource for free when you come live, and I didn't offer that this time because I did something else which was a bit wild, which was an interesting test. And I should say as well, I think maybe, part of the reason why this is all feeling quite high capacity for me is because I don't normally sell low ticket
this workshop was selling...
So you had the, your Fuck Yes group offer workshop, [00:20:00] which was basically understanding why your group offer feels more fine than fuck yes. So we really dug into why is it feeling like this? What are the key things? Then I've got a five-day, sprint on the 5th of October where we are literally going to be creating your Fuck Yes group strategy.
So it's like taking what you know and being like, "Okay, what I can really see here is that, my offer isn't structured for recurring revenue." So what we're then gonna do is create the strategy to make sure that you can then redo your offer or whatever it is to create the strategy. So- I was selling that off the back of it.
The early bird price, so the cheapest you can get in, the early bird price is 97 plus VAT. And then once the early bird's over, it's 197, and then there's a VIP option where you can... Basically, the VIP option is to get my feedback on your strategy. So like I'm doing reviews. So that then is 247 or 397 at the full price.
So I was like, what can I do? I'm thinking about what makes an offer feel really easy to sell for me is and I think we can talk about this a bit more because I think a lot of [00:21:00] people will feel like this. In the workshop, I was talking about all different things. What does easy to sell feel like to you?
Is it that you have loads of sales calls booked in your diary? Or actually for you is that you don't want any sales calls and you want to wake up and like someone you don't know has just bought overnight and you get a Thrive Card notification and you feel like you are like the biggest boss bitch in the world.
You're , "Literally making money in my sleep." Or is it that you, can put one post out and people like book a load of calls with you? what is it that is feeling this like easy to sell? And I realized when I was thinking about it for myself, is that I need indicators that people are interested, that people are watching, people are listening, people are engaging, that people , like what I'm selling.
I would feel very differently about an offer and whether it felt easy to sell or not if I got 50 people signing up in the last 24 hours, or 50 people signing up in the first 24 hours. Do you know what I mean? So either way, 50 people have signed up, but I think I would feel it was much easier to sell if those 50 came in the first few days rather than for [00:22:00] the last few days.
Sophie: That would feel like such a slog for me if I just, nobody was signing up. So I was like, how then can I take my own advice and engineer this, create the offer in a way that means I'm getting instant feedback on whether people are gonna buy it, and protect myself and get people in? So I created, this is so 2020, by the way.
it's very American, but I was like, I'm just gonna go with it. I created a 90-minute offer. So it was only available for the duration of the workshop, and I sold, not heavily, but I sold at the beginning of the workshop. I know. just call me an absolute maverick. So I sold at the beginning, and then I sold properly at the end, although I still wouldn't say I went heavy.
Like it's, it's a low-ticket offer. and so that they knew what the offer was. So the offer was that you could get in for £97, and then you could upgrade to the VIP for just £49 instead of normally it's an extra [00:23:00] 150 and five people bought on the call. So I was, what was it? I was really pleased with that.
I kind of feel like that's what I should say. Do you know what I mean?
Ruthie: was less convincing
Sophie: Less convincing. I think part of it was I was hoping more people would be on the call. so most people bought... So when I was looking at the timings of when all the, notifications came through, they bought within the first 45 minutes.
So that was really interesting to me. Nobody bought in the last 45 minutes despite me doing the full sell at the end. And I think the reality is 'cause a lot of people had to drop off at 1:00, the people that stayed to the end are probably, the people that bought or had decided that they weren't going to buy for whatever reason.
And So when I came off, for some reason I'd convinced myself I would have 10 people. there's no data around. I don't know why I thought that.. I guess maybe that's what I was hoping for. and I had five, which objectively it's really great.
I've never sold on a workshop before. I've never had people buy before the end of a workshop. So it should really just be like I'm really thrilled with myself, and It is nice to know that, whatever [00:24:00] happens, there is a group.
Ruthie: Yeah
Sophie: now... Yeah, there's a group. It's fine. It's gonna happen.
People are going to go through it. But I definitely have found... and I always find this, always, and it always takes me by surprise as well. After a workshop, I always feel really flat, and it's probably my biggest mindset challenges, sneak in at that point. I think it takes so much out of me. I give so much to it.
I'm so present in my energy. I give so much., And, obviously, the build-up to it and, like, all the prep and it was a brand-new workshop and I wasn't sure how it was gonna land. I didn't really know if I was gonna fit to timings because although I ran through it, I hadn't really run through it, because running through it isn't really my strength.
That's not really how I roll. and then afterwards I remember now, I remember after that I feel so flat about the whole thing. And then basically if they didn't buy with that offer on the call, then no one's probably gonna buy. That's probably it now. Probably just have five
Ruthie: It is what I had not anticipated, even though I've worked with so many people on their launches, right?
It's like, fucking [00:25:00] hell, This is a rollercoaster. And I completely relate to what you've just said about when you come off the call, and I was thinking about this. My problem is I've been on too many calls where it is a landslide. . It is bing, bing, bing, bing, bing. People are jumping in, jumping on. So some of , the businesses I've worked on, sometimes by the end of the live, there's like 300 people have come in, it's not low ticket, and I'm like, "Shit." that's my lived experience. And I did the workshop yesterday, and the feedback was so good.
everyone was like, "Oh my God, this is amazing," in the chat, like so many lovely comments. I anticipated that I would come off and I would be like, "Let me just... I'm just gonna pop into Flow Desk, guys. just give me a moment, just let me wade through all of the checkouts." And I was like, "Oh, let me just refresh it."
babe, I lost the plot. I was just like, yesterday afternoon from the moment that the workshop finished till about 7:00... No, it was maybe about half 6. [00:26:00] I don't know how many times I refreshed my email see if anybody else had joined. And it's just a weird feeling, isn't it? I think you just come off and you've put so much into it, and even like my rational brain was going like, "What is wrong with you?" "What is wrong with you? this many people have come in. That equates to this much money. That's amazing. I haven't paid anything out in ads. It's only been my time and effort, so anything that I make is money made." but yeah, God, I've been a bit of a nightmare, and I didn't see this about myself. I was saying to you at the start of the call, because more people signed up for it than I thought- This is where it got dangerous for me I was like, "Oh my God, 64 people is loads." And then I was like... And likeplease let me clarify. This is terrible idea, okay? just a little voice in my head went, "Oh my God, imagine if every single one of those came into the Bloody Good Story Club. And imagine if every single one of those decided to go for the pay monthly [00:27:00] option." So that's 60, £60 a month times 64 people, and I did... I got my little calculator out on my phone just, "I'm just gonna have a look. I know it won't happen, but I'm just gonna have a little look." Did it, was like, oh my God, that would be unbelievable.
Three, 3,000 and something pound a month reoccurring income for 12 months. So by that point, I've spent it. I already know what I'm doing with the money. I've already completely changed my business model. and my brain has accelerated past the point, despite the fact that I know that's not happening. This one little deceptive thought in my brain has completely, a moment, derailed any targets I'd set myself, completely changed my levels of expectation of myself, but that was just one little thought that I allowed to creep out, take root, now all of a sudden, even when I'm telling myself not to, it's a criteria I'm judging myself against.
Can I convert 100% of people who have signed up for a free event? no. The answer is no
Sophie: Isn't it? It's absolutely wild where our brains go, I [00:28:00] think, in these moments. And, I find it fascinating and frustrating in equal measure because I think, and I think you find this as well, like for me, my rational brain is fully present. Like you say, like both of us, we're really experienced in this stuff.
I have launched and, done workshops and so many times, and you have been involved in so many launches, and we've both been through it with clients. I know what the expectations, I know what the really standard live show up rates are. I know what the conversion rates are.
I know that now there will be people that will buy that didn't get the mega bonus. I know that people will buy in the early bird. I know some people will pay full price. And yet there's that other side of me that's like either expects me to defy all expectation. Most people get that live show up rate, but obviously mine will be much better.
or it's like on the flip of that though, there's that real incredible of course you'll get 50, 60% show up live and you'll get, like you say, all [00:29:00] that pinging of like all the people signing up, or the flip of that is no one else is gonna sign up now. that's it. didn't do my first little goal, so that's it.
I may as well just not bother. what's the point when they didn't sign up for it with the mega offer? , It's so hard swinging between those two. So I guess, if anything, listening to this, just know that I think it does get better over time, as in what I do know now is that I think years ago or when I was doing launches, I would really have let those thoughts take root, and I really would have affected how much I showed up and how much I promoted it, and I probably would have stepped back and just been like, "Well, all right.
that's that. I'll probably just send a few emails and hope for the best." "And five's good. You should just be grateful for that." Whereas I think now I can recognize that is happening, and those mindset wobbles are there, and be like, "Okay. Yes, and..."
Ruthie: it a
Sophie: gonna just keep moving forward with this
Ruthie: It's a mindset game. That's what I was telling myself yesterday. I took the dog out for a walk, and I was like, [00:30:00] "You this is a mindset game that you're playing now." Because all of a sudden, I was like, I'm gonna do the Post-It wall because I did it for the challenge part, and I loved it, And I was like, yeah, I feel really connected to it, so I'm gonna do it for the purchases, too. But that felt more vulnerable 'cause I was like, "Oh, this is feeling... Okay, but I'm gonna do it because I've got to force myself to do these things." but then there was, big gap where there was like a two-hour window, and no one came in.
I was like, oh my God. I felt like a wilting flower. That's what I felt like. I thought, I just gotta go back into... Like a little tortoise, let's just go back in now. I'm gonna have to just batten down the hatches. if you just go quiet, then no one... Everyone will forget about it. And And then I had to give myself a talking to.
I'm like, what? How have you created this failure narrative? one hour after a workshop that everyone's given you amazing feedback on, you've got more people signed up for it than you imagined, more people showed up live than you imagined, and yet somehow you've allowed this narrative to take root that failure is happening live. "What is wrong with..." and it's not [00:31:00] true. now I think I'm at seven who have come in, and last time I launched I got 11 in total, and it's still open for a week. So I'm like, why am I... And I've got all of these pulls at me to be like, okay, you're gonna have to do a mic drop bonus. gonna have to drop the price," when it's clearly already underpriced. it is very clear that I have underpriced the Bloody Good Story Club, and I will learn that lesson. I'm gonna put it up next year, but now it's underpriced. And yet I'm still thinking, "Okay, what if I offered a discount code, or what if I threw in an audit?
And I'm like, every conversation I've had with you, and I know not to do this. I know that what you don't do is start throwing the book at it it, to use your phrase, less of a fuck yes offer. I run the risk of adding things onto it that are gonna make it harder for me to deliver on, less scalable, et cetera, et cetera, just because I want this of people coming in no matter what. Then the real [00:32:00] life returns. the whatever October comes around, I've got people in there and I'm faced with doing however many audits, and I'm like, " Please, God, no." Do you know what I It's just it is such a mindset game, and I thought I'd got it on lock. I thought I'd got this locked down.
I thought I was gonna be nervous about people showing up, but once people show, I felt I would feel separate from it. if people come in, great. If they don't, it's already, I love it. It's working. but no, I have really got, a little devil on my shoulder going, " But what if you- Offer them to come in for free for a year just so that you can put more Post-Its on your wall.
Sophie: it's absolutely wild. I think what you said there, that really resonated with me and I've had so many coaches with me try to work with me on this for so many years now. Maybe I'm just completely unsavable. But it's disconnecting from the outcome. And like I know that. I know that. I even talk we talk about this so much even in my therapy and stuff as well.
I can't control other people. All I can do is [00:33:00] bring myself, bring my best game, do the best I can with a workshop. show up, be visible. All I can do is my 50%. And then other people have to come and meet me in the middle. and, is their decision, that's their autonomy.
All I'm doing is doing my 50%, and as long as I've done that really well, that should be success. But what I find I do, and I think what this is what you're describing as well, is that I try to encroach on their 50%. Do you know what I mean? So I'm like, "Well, do you know what? If I work harder or I offer them more or I do more, if I like be more, if I offer the bonuses, I can be 70% and then they'll only have to be 30%.
I can do more. I can carry more guys. Like I'm willing to do more to make this relationship work, to get the money in, to get the clients, to get this offer filled." And I do find only being 50%, like it's a real control thing. and it's a real like- it soothes my nervous system to take more control.
I think that's like what you're describing, right? , actually, what [00:34:00] is the mic drop bonus doing? It's soothing my nervous system that I have done more than enough. I've gone above and beyond. if they don't wanna join and I offered audits and you still don't wanna join, okay, that's not about me anymore then.
That's definitely about you because I went so far above and beyond that , know, I don't even recognize the offer anymore. But it's, all it is really is ways of us soothing ourselves. It's not actually to get people in. And I think that's really common , with bonuses, but also with like price drops as well and discounts.
Often, if someone is gonna pay, and we've talked about this before, I know on the podcast, if someone's gonna pay 97, they'll probably pay 147.
Ruthie: Yeah
Sophie: you don't need to lose that 50 pounds for every client. . And if they aren't willing to pay the 50, I think we probably, for most of us, we'd be thinking about whether they're an ideal client or not.
so yeah, I think this is the challenge though, isn't it? Is that so much of this stuff isn't, it's not about strategy. It's so much of it is about previous trauma and patterns [00:35:00] that we have lived for years and years. And the best we can do, I think, for most of us, is to just be really hyper-aware of them and try not to fall into the traps
oh my God, what you just said resonated so hard for me, where you said you have to tell yourself to do just your 50%. And I think, I'm such a people pleaser. I'm such a thirsty bitch for praise, And I think it's me finding the boundary of, easy to sell, and understanding what that really means.
Ruthie: Because what easy to sell doesn't mean is that 100 people coming through on day one. Easy to sell is that it's, easy for people to make a yes decision, that they understand what's on offer, and, that they can come in with ease. And that is happening. I'm not getting loads of questions about, "How does it work?"
would this work for me?" So I know that there's clarity of people understanding the offer, because people... Just when, you and I were talking, actually, somebody came in, and I didn't really... I've not had a lot to do with them. I don't see them liking my content.
. I haven't seen them on any of the calls. , [00:36:00] the messaging is working. People are able to understand it and come in, and that's great. That's easy. And I think it's just readjusting your expectations all the time. I'm so mad at myself that I did that piece of adding up of, what if all 64 people came in. I've never worked on a single launch that had 100% conversion rate workshop to conversion rate.
That... I don't know if that exists. I don't believe it does. instead I'm like, put this criteria up. And it's why I forced myself to do that post last night. I did a post last night that was basically like, four people have come in, and I haven't stopped checking my computer. And that's not to say that I'm not happy with four people, because I really am. Like, that's already basically half of what already got in there. Do you know what I mean? I've got 11 in there. Another four are coming in, or now it's another seven. But I was like, I need to call myself out on this. And also, I just think, there's a responsibility to share, reality of, numbers that are still meaningful for a business, but don't look like these six, seven, eight [00:37:00] figure launches that aren't the YAP Challenge. Because otherwise we can just feel like failures in comparison. I was like, no, I want to do a post that calls myself out on it, and I'm gonna keep sharing my Post-Its going up on the wall. And even though I'm not filling a whole wall and I'm not filling a whole office, That is meaningful. I've sat in the spare room of my home off own gumption, I've created something, I'm selling it, and people are buying it. And in what world is that not something amazing?
Sophie: Yeah, it absolutely is. And I think you're absolutely right. funnily enough, I did actually talk about, the app challenge. also, have you seen the Agenday launch? Are
Ruthie: No
Sophie: across that? Oh, you would love that.
Isabelle Launer
So for the workshop, I was looking at people who we might traditionally think or typically think have done launches that where everything has felt easy to sell. And so obviously the app challenge, with Jesse. I also picked up another woman, she's Australian. , She's got a membership about AI, and she had a mega influx of people that came in.
Dr. [00:38:00] Nikki her name is. And then there's Isabelle Lorna, who, to be honest, I hadn't even heard of before. She's got like a mega following, so you know, she's just one of those people. Isn't that wild? I just never come across her. She has created this product, I think it's the first product she's ever sold.
It's called Agende., I haven't looked into it in all honesty, but my initial vibe of it was that it's a really expensive Filofax. Maybe we're going back from digital to analog.
Ruthie: Yeah
Sophie: she built a wait list. let's talk about her for a second, but I think Jessie did the same thing as well.
They built wait lists. They really built demand, and , her wait list was over 100,000 people.
Ruthie: Oh my
Sophie: I know. She made 250K in the first hour. She's gone through three pre-sale things already. it's absolutely insane. But what I was showing, I think, in the workshop wasn't like, "This is what we should all be aiming for, guys.
this is what we really need to focus on." Because it's not. All three of those things I have just shared, they created offers that matched the size of their audience and how they wanted to deliver. For me, that was the biggest [00:39:00] takeaway. So all of them made multi-millions. All of them are low touch products.
So Jessie obviously had to create her course, but she created it once, and then that was it. All of them are like $200, like whatever it is, like 300. They're not mega expensive. And yes, they sold in mega volumes because they all, three of them, have mega audiences. They're mega engaged, and they basically match their audience to the offer.
Most of us, don't have mega audiences. We don't have multi-million, followings. And therefore, selling a low ticket offer is never going to feel like that. It's never going to feel like, oh my God, like ping, ping, ping, ping, ping, ping, ping. And I think sometimes we can make ourselves feel really wrong for that.
like for me with my, low ticket offer, I'm like, "Why is it not hundreds of people buying it?" It's like, because you have 6,000 followers, like 2,000 people on your email list. Like what do you expect? And the other thing that I think is really interesting with all of their launches is that they, all of them, and I think we had talked about this right at the beginning of our podcast [00:40:00] when we talked about Jessie Moore, is they did what you did.
This is what made me think of it. They posted through it. They posted the vulnerability. Jessie posted about the fact that doing her first, what was it? Like her first intro session, she had 3,000 people on the call. Completely fucked her nervous system.
She was like up, like wide at like 3:00 AM. She just she couldn't cope with the nervous system impact. but , we know that because she posted about it. Like they didn't put a facade on. They didn't pretend everything was going well. Isabelle Lorna Again, I haven't deep dived massively into her, but I can see from her grid that, she massively underestimated the demand, and she felt really bad, that people couldn't get their hands on it.
There was some, issues with production. but I know that because she's posted about it, not because I have any kind of insider info. And I think it's such a good reminder and lesson, isn't it? That, , all of these people go through this kind of mindset stuff, but actually
What makes us, I think, stay with them and connect with them and continue to buy from them is that they show us what's going on
Ruthie: Yeah. And 'Cause I wrote this post because that is what I was thinking. [00:41:00] So I was like, "I'm gonna write this post." There's a big part of me that's like,you can't post that." On day one of your doors being open, you cannot post that because that runs the risk of seeming people are joining something that's not got high vibes.
I was worried about that. And look, it might have done, but also, I was saying this on Write Club this morning actually, but also I don't give a shit. I cannot censor myself. If I get into the habit of censoring myself on social media, I will fall back into the habit of not posting. I will fall back into the habit of not feeling good about my content, and I've worked really hard to get myself to a point where I enjoy creating content for my business. That is a no bullshit claim. I genuinely enjoy it. If I get to a point where I stop enjoying it, I take a little break, and then I come back, and that feels great because that's what I'm teaching in the Bloody Good Story Club, is to, try and get to a point where you feel great about your content, or at least you don't hate it as much.
but I also felt when was the last time I saw someone documenting in that way that wasn't having a million-pound launch? [00:42:00] Because often it feels like the only people that are really documenting it are like, "Oh my God, I've had a nightmare because the demand is so great." what about if you're having a nightmare because the demand is mediocre? what if you're having a nightmare if the demand is good, but it's not life-changing? I just don't see that anywhere. And so I was like, I wanna point, post it out, because actually my ideal client for the Bloody Good Story Club are very much sitting at the same level as me. they are running really successful businesses, they are making great money. But they're often a one-man, maybe two, sometimes they've got a VA or a trusted person that they work with. they might be into six figures, but just. through the bat threshold, but just. And I'm like, where's no narration of that, actually. There aren't that, ", come with me as I launch."
Because what happens is, what I nearly did, which is you drop out. You start, "Come with me, I'm documenting this new thing," and then when the results don't feel like they are up to an audience, that they're not for public consumption, it's just "Okay, no, Actually, I'm not gonna carry on with that.
Let's just change the [00:43:00] subject and move on." So I forced myself to do it, 'cause I thought, fucking hell, maybe it'll make someone else feel like, great. and that's not 'cause I don't think my launch is failing. I think my launch is a realistic launch based on my audience size, as you say.
I've got, 250 people on an email list, and I've got under 2,000 followers. so to get 62 people to sign up for something running no ads, I'm having a great launch. but I've seen so much that suggests otherwise, that it's really hard to hold your nerve
Sophie: It really is. And I really agree, and you're right, you've inspired me. I think I'll do a post today. Maybe I'll do a chatty camera one
I think you're right. We very rarely see examples of launches live where they're not going as well as planned. And I think sometimes I see launch reviews that are like, what's that phrase?
Speak from the scab, not the wound, or something like that. It's a bit gross.
Ruthie: The scar, not the wound.
Scab's
Sophie: That's it. The scab, not the wound. And
Ruthie: Scab's gross. No one's using [00:44:00] that saying.
Sophie: no one's saying scabs. They'd be, "Get a grip." Gross. and I think there is a real fear around and maybe it's more business coaches or, people who are teaching, launching, as well, or, in that kind of area. Because it feels like,if this isn't feeling easy for me to sell, then does that mean that I can't show other people how to create offers that are easy to sell?
I think, for me, knowing that, this is a low-ticket offer, which I don't normally do, which is very new for me, and I also know I have lots of other evidence that I do help people, create offers that are easy to sell. It still feels, it feels sticky, it feels vulnerable, and I think that's probably why I need to do it, 'cause
that's all the best content comes from that place
Ruthie: It does. And, actually one of the things I've learned about content this week, running the open week, is how many people truly struggle with vulnerability online. , And I went relatively easy with the prompts this [00:45:00] week because I knew that it was gonna be new to some people.
The women now in the Build A Good Story Club can handle it. I can go in with something that's a bit more challenging. They're like, "Oof, but yeah, let's push through." or not, It's not compulsory. there was lots of people that were like, " yes, but... Yes, but..." posting vulnerably isn't for everybody. However, I do think it works. . We've just been told that success is the only thing worth talking about, and more so now in the world of social media. It can't just be success. . Do you know what I mean? it felt really vulnerable of me to mention the number four. I reworded , that title slide a few times where I said I've had four people, because I knew assumption would be when they looked at it that wasn't very many. Now, actually, for my business and what I'm doing at the minute, four is great.
No matter how many mindset demons I've got, I feel good about that. And so it's not even now that we don't feel like we can post about it's that we don't feel like we can post about normal levels [00:46:00] of success, that we can only be vulnerable when we're talking about insane levels of success. Let me tell you about my million-dollar launch.
Let me tell you how I brought X million pounds of income into my family and have completely changed my life. So if what you're saying is actually I've, I think probably when this closes out I'll have maybe added, another, I don't know, 800 pound a month to my reoccurring revenue, that's am- that's amazing. that, that's... If I put that in real world terms, that's a major contribution to my life and bills and all of that sort of stuff. But yet we are filled with so many messages that unless it is hitting a certain number of figures, it's suddenly not good enough. So I forced myself to post it even though I knew that some people would perceive it as a post about failure.
Not actually a post about failure at all. It's a post about mindset it was me wanting to give attention to a launch that is just happening for a relatively normal business and hitting relatively normal numbers based on my [00:47:00] audience size. You just don't see it, and it's frustrating
Sophie: I definitely get that. And I think it's really interesting hearing you talk about, that vulnerability because, I get that as well. I work with clients, we work with them together in Outrageous. it can feel really sticky for some people to share any kind of, personal, , angles.
I used one of your prompts this week.
Ruthie: I
Sophie: I did the, what I tell you over tea and coffee, that one.
It was great. I, I think it's got the most engagement I've had in posts for ages. So it was great. But I would say what was interesting for me listening to you there was I think I'm quite good at posting vulnerably generally.
if you scroll through my feed, you'd probably think, oh, no, she's quite good at being vulnerable. What's up on my grid at the moment. how many group offers have failed in the past. how I got made redundant, , my life at the moment.
I'm quite good at that, but yet isn't it interesting I find , this launching piece and this,maybe it's, in the moment how is it going live really uncomfortable to post about
Ruthie: And it's [00:48:00] easier to be vulnerable when something's over you've given yourself a bit of processing time. You're like, "No, actually, I am happy with it. No, actually, I am." So I'm gonna talk about the highs and lows, but ultimately I can tie it up in a neat bow of, resolution and positivity.
That's what happens normally with storytelling after the event, is "I learnt this. This was hard. This felt sketchy. But now, let me bridge to something positive." And that's great. I do loads of those posts. , It is way stickier to offer something without resolution. That's what we wanna do. , As storytellers,
And we're taught, this is the process of a story. You go through, you arc it, and then you bring it to a nice little, and they all lived happily ever after. We're taught that
everything has to be a complete finished thought. And so it is sticky to share in the moment. And I'm not saying that people necessarily should. I don't think everyone has to. think that in launch periods it's an easy type of content, 'cause no one wants to hear you talking about your product, I can tell you that. Cause the original post I was gonna do was, like, you know [00:49:00] those boring posts people do when they're trying to sell you something? This is it. And then I was just gonna swipe through, 'Cause I do of just need people to know, . And so I was trying to think of it, and then I thought, "God, I'm just gonna..."
No, because . that is not gonna sell to anybody. It's not. It's just not. but it is, I found it sticky. I'm glad I did it. It's performed nice. I've had some, lovely comments on it. I'm gonna do more of it. I want to force myself, because I'm trying to hide. I can feel myself to give myselves reason for this not to be as successful as possible, where I'm like, maybe I won't do a social post today.
Maybe I won't talk about it today. Maybe they've had enough emails. I think the wait list, I'm just gonna send that one email to." I'm trying to give myself, reasons for failure, and I'm just forcing myself to, go through it. No, you gotta do it. you have got to do all the things that you said you were gonna do and see what the outcome is, 'cause that's the only way you're gonna learn whether this is a fuck yes offer or not. Because actually, for this to be my fuck yes offer, copyright Sophie Griffiths, I need it to be [00:50:00] bigger numbers, right? Because it's low ticket. So I either need to make my offer a fuck yes offer , I haven't watched the replay yet, I understand correctly, I either need to make it more financially viable by upping the price, or I need to be able to get more people into it. So I've gotta do everything right in order to make that a data set that I can learn from
Sophie: And I maybe, I'm thinking maybe that is my angle actually. Maybe I will document how I'm making this offer easy to sell and where I'm finding sticking points and, like, where it's like this is not feeling easy. Why is it not feeling easy? What is it that I need to change? Because ultimately offers aren't static.
we can change things in the moment all the time. One of the, objections, if you like, on the workshop is that some people are like, "Oh, I'm in launch, so I can't change my offer now." And it's like there is so much you can change with your offer that isn't, what you contractually, are giving to clients.
it's about how you sell it, it's about your messaging, it's about how you put boundaries [00:51:00] in place, .. it's just there's so much more than just , how many hours you're on group calls. there's so much more to it than that
Ruthie: There is, and this is what I mean about like this vulnerability content. In no place or space are the best experts the people that have only ever got it right. And so if you think about, I dunno, athletes, for example, and they're training other athletes, they wanna know "What did you do when you missed a penalty?
What was it like when you didn't make the squad? What was it like when you got an injury?" that failure often makes people so more empathetic. They have such a deeper understanding. One of the hardest things I found out when I was a teacher is I've always been really good at English, like just naturally.
I've never really thought about it. then I started working as a cover supervisor, so I wasn't qualified, I was just seeing if I liked working in a school before I went to train. And, a kid was like, it was like a year 11 kid as well, he was like, "I just don't know when I'm supposed to use a [00:52:00] comma." And I suddenly " I actually don't know how to define that." I do now. But I thought, I actually don't know how to tell you, because for me, it is happening without my thought process. I've just learnt it, processed it, and I'm doing it. And I became a really good teacher when I was able to be self-conscious of understanding the stages I needed to go through to get to that point of being good at something. And often, failure is part of that. And so I just think when you share some of your wobbles or the things that you're having to change or the things that you are tweaking, that's when you're really showing your expertise. The moment you're really showing me your expertise on group offers is not when you are sitting quietly on a group offer to wait and see.
It's when you're like, "Oh, actually, I tweaked this and it changed this," or, "I actually made a decision mid-call that I was gonna do X, Y, Z." Then I'm like, "Oh my God, that's the brain of someone who knows their shit." And they're talking me through it. And that's what I'd noticed with the women I was talking to this week.
They're like, "But I can't say that, One of the prompts was, basically I'm a shit [00:53:00] something because. So mine would be, I'm a shit social media manager because... And you were given all the reasons. So I'm a shit social media manager or storytelling strategist because I tell you, "I don't think you should post every day. I think it's too much." I'm a shit, content strategist because I'm gonna tell you like, "If you're not in the mood, don't do it." And actually doesn't make me shit. It just means I've got a different approach. But some people have found that prompt so difficult because what they perceive it to be is saying, "I'm not good.
You shouldn't work with me." People are cleverer than that. People are more clever than that
Sophie: I think that is, that really plays into that, good enough, doesn't it? That feeling of being good enough, and then exposing yourself as being, like, not good enough feels incredibly scary.
Do you think we round it up there? That feels like a long one, doesn't it?
Ruthie: have got one more story to tell.
Sophie: Go on
Ruthie: I was chatting with Carrie, one of my clients, and Carrie Green is not small fry. she is, a big deal in most sense of the word. And actually she was talking about, stage , she was doing a talk on stage, and she was talking about how [00:54:00] on the train down to London, she saw a post by Emma Greed
And she was like, "I really like Emma Greed, like I really respect her. I think she's really inspiring." But in reading this post of what she'd achieved and this event that she was at with all these women, she ended up getting off the train feeling just like a really strong sense of not good enough. And then, as they were introducing her on stage and they were saying all these amazing things that she's achieved, they said to her, the first question was like, "How do you feel , hearing all that about yourself?" And she's "It's weird hearing all that because actually as of right now I've just been feeling like this really strong sense of not being good enough, feeling like an imposter.
what have I got to say that people would be interested in?" And like I , was talking to her about it and read about it, and I just thought, "God, what are we doing to each other out here?" If we can be in a situation where someone, like Carrie Green has built a multi-multi-million pound business from the palm of her hand, by her own guts and hard work, and yet is walking into a space thinking, I'm probably not good enough for this.
I'm not as good as X, Y, Z." And I just think, that's the lesson I reckon, is that [00:55:00] God, if she's thinking it, then we should all give ourselves a break. Do you know what I mean? Like we should all go easy on ourselves.
Sophie: Yeah. Just go easy on yourself. I think that's it, isn't it? What I think is interesting from that story though, is that she obviously recognized that. She picked it up straight away. , She knew, "Oof, that has made me feel not good enough. that is sitting with me." And I think if anything, I think that is the key, isn't it?
Is like, to knowing that not sitting with not feeling good enough and accepting that is true, but more like, "Oh, okay, I'm not feeling good enough. Oh, I know why, 'cause I read that post. I need to move away from that now because that's clearly not true." And I think that's the biggest skill, isn't it?
Ruthie: It really is. And just, yesterday I just really had to work on that. I was, like, leaning on all of the therapy I'd ever had. one of my favorite, analogies a therapist gave me once was about just imagining that your thoughts, are like a sushi restaurant, you don't have to pick up every single one of them.
You don't have to pick up every piece of sushi and eat it. You can let some of them just float on by. And so I was just like, "Okay, I'm just gonna let [00:56:00] That sushi roll of failure is just moving on by." just recognizing that, not every thought you have is true.
And launching is just ... My big takeaway is just it's just an absolute mindset game. if you can just push through and keep doing the things you said you were gonna do when you were in your rational brain, and then just see what happens, because it is brutal. Yesterday was a rollercoaster, let me tell you
Sophie: Well, we will finish up there, and we will come back with another episode of our Launch Diaries in a couple of weeks when our launches are closed down and we know where we're at with them, and then we can give you the nice bow at the end with the story about how we're actually thrilled with how it turned out.
And actually, yeah, there was some tough moments, but actually, it all came really good in the end.
Ruthie: Yeah, we'll be like, "Guys, we
Sophie: Guys,
bad about this. This was sensational. Yeah
Ruthie: pure success." And look, maybe 64 people are gonna come into
Sophie: hey,
Ruthie: I
Sophie: exactly
Ruthie: my 100% conversion rate.
Sophie: Stay tuned for that. and in the meantime, we will see you next week
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