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The Launch Strategy- Do You Have One?

The Launch Strategy- Do You Have One?

[+ free download – THE LAUNCH SALES SIMULATOR]

Do the words LAUNCH STRATEGY give you shivers? Bear with me, I promise that by the end of this (long) post, things will look a lot brighter.

This is what we will cover:

  1. Why you need a strategy and a plan?
  2. The difference between a strategy and a plan.
  3. The super benefits of having a launch strategy and plan in place.

1. My own launching story


Back in January 2015, I was busy as a bee. I was a wife and a mother of a 5-years old; I was working +60 hours every week and, during weekends, I was cooking, cleaning my house and doing laundry. Then, one sweet day, I found out that I was pregnant and then spent the next four months throwing up every other hour and dying for a full day of rest.

But I couldn’t take a day off. Oh, no. I had important projects to finish, millions to make for all my important clients (to keep them and my boss happy). This is what it takes if you want to be a senior management strategist for five different Fortune100 companies at the same time. Basically you must play all your cards right, otherwise you are screwed.

Thinking about my situation, I suddenly remembered all these expensive online marketing courses I had signed up for, hoping one day I will have my own freedom business.

You see, I don’t drink or smoke. I don’t collect brand bags or designer shoes. I hate shopping malls. I have never been to a spa in my life. I collect online courses. This is my thing. And I know that some of you will resonate with me here. 😊

I immediately knew it: IT WAS NOW OR NEVER.

I have recently read that at 35 years old people begin to hate their jobs. I don’t know if this applies to everyone (I hope not, this would be weird and sad at the same time), but it sure applied to me.

I hated my job not because it was boring, oh no! Quite the contrary! The projects I managed taught me something new almost every day. And sometimes, during a good “office politics” scene, I was feeling like watching a good psychological movie (but without the nachos and salsa). I swear.

I hated my job because it kept me from living my life the way I wanted to.

I wanted to focus more on my family, I wanted to have the time to know my kids. Not know, but KNOW them. I couldn’t do this while working +60 hours every week and taking only two weeks of holiday every year.

I wanted to be able to take time off whenever I needed it, without getting “the look” from my manager. Something had to give.

That morning, I made myself a promise: I was going to launch an online business and replace my corporate income while working from home.

But boy, have I mentioned being busy and pregnant? Well, if I was going to do this, I needed a solid plan. Luckily, I had previously prepared complicated launch plan for hundreds of small and big companies, so it was not new territory for me.

That day I secured my URL and over that weekend I stayed in bed and launched my DIY (ugly looking) website (with lots of throwing up pauses, of course, not because of the launch anxiety but the pregnancy).



I am telling you all this because I have talked to lots of people lately who were just starting an online business (selling a service, a physical product or a digital product) and they hope just to hit publish and then watch those sales come in.

Nothing wrong with hoping, of course. The problem was that they had no plan at all. Unless, spending your mortgage on Facebook ads without knowing what to watch for, is a plan. This never works. Except if you were born the luckiest person on this earth, in which case you don’t need to read this, just go and enjoy your life (btw, I hate you). 🙂

I was surprised at first. But then I got it. It was not them; it was all the “overnight gurus” that make you believe this is possible. You know, that “How I became a millionaire in 2 months while taking fake selfies and spending all my time on Instagram” bullshit.

The internet gets more and more crowded and everyone talks about copywriting and sales pages and landing pages and ads and traffic and everything else. All those are very important things, yes, but not by themselves.

Who is talking about starting with a strategy? Only a few people. Wanna know why? Because strategy is not sexy, is not seducing. The word “strategy” will just make you want to go back to your bed and take a long nap or binge watch “Suits” on Netflix. Yes, I agree, the series will not be the same after Meghan Markle moved in with Prince Harry, but please, let’s get back to the strategy.


The thing is that, if you don’t know where you want to go, you will never get there.

You MUST have a clear idea in mind about what your overall objective is. And for this you only need to answer these simple questions:


1. What is my overall sales target for this year?

How much money do you need to make in 2018 so that you feel comfortable, motivated and convinced that this online business thing will work for you? Write this number down on a piece of paper and put in where you can see it every day.


2. What is my sales target for this particular launch?

You will most likely have a few different launches (or re-launches) in 2018 to reach your final sales goal. Think about your first (next) launch and set a launch sales target. If this is your first launch and you don’t have a big audience and a big budget to gather one quickly, then don’t aim too high.

For my first launch, I projected a sales target of 1,000$. I only had close to 100 people on my list and I was too scared to invest in paid ads. I decided to start small and see how it goes.

Choose a target that seems feasible without making you nervous. If this is not your first launch, then use your previous experience to set your next launch sales target.


3. What is the price of my product/service?

Depending on your product and your market, this could range from a 10$ e-book to a 1000$ course or coaching package. Or even more, of course. If you want to understand everything about pricing psychology I recommend listening to this material: Ramit Sethi talks about how to set your prices


4. What is the estimated conversion rate?

The conversion rate is the percentage of people who see your sales page and purchase your product or service. You can easily calculate it by dividing the number of sales by the total sales page visits.

Now, all the gurus are telling you that you should expect a conversion rate of 1-2%. I will contradict them. There is no standard rate. It all depends on different factors like the engagement of your list and on how persuasive your launch assets are + how useful your product is for them, of course. I had launches where my conversion rate was +30%.


5. How many subscribers do I need?

Here we will calculate the exact number of subscribers you need to reach your desired launch sales goal. The magical launch formula that will lead all your actions from now on is: 

number of subscribers = sales target */ (conversion rate* price)

Let’s take an example here. Let’s say I have a sales target of 1,000$ for my launch. Because I will be clever and persuasive with my copywriting, I estimate a conversion rate of 10%. The price of my product is 100$.

Based on the Magic Launch Formula, the number of subscribers I need to reach my launch goal is:

1000 / (0.10*100) = 100

This means that I only need 100 targeted subscribers to make 1,000$ from my launch.

I bet you can have those subscribers in one week. I show you exactly how in other posts here, on my blog. So if you are just starting out and have list building anxiety, stick around.

Now here you can find a very useful tool, you can use to set your income goal for one year, based on what products you plan to launch, how many launches you want to run and your prices. Input your information below, download and save this tool on your computer.

Download yours now!

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This income simulator is something basic that all the big companies are using (of course, they have these scary spreadsheets with lots of information prepared by those serious finance people and consultants – I was one of them), but the essence is what you see here.

Play with this tool, visualize the possibilities and internalize it. Once you see the numbers, everything will seem less scary and a whole lot more motivating, I promise.


For example:

In 2018 I want to make 15,000$. I can sell:

– a 50$ product (a small email course) to 60 people * 5 times.

– a 100$ product to 30 people, every 3 months.

– a 300$ product to only 5 people * 10 times.

Now imagine if in 2019 you will have all those three products ready and you will launch them all. That’s a total yearly revenue of almost 50,000$.

You see? All you need is a valuable product that efficiently solves a burning need and then you’ll find 5-60 people to sell it to. I am sure you can find those people! Everybody can.


From my experience:

  • I added 350 subscribers from 2 quality guest post, so why can’t you?
  • I added 370 new subscribers in 2 days with promoting a very valuable opt-in in 3 Facebook groups, why can’t you?
  • I used cheap Facebook ads (10$/day) last December (a crazy month with high ads cost for marketers) to add 150 subscribers in 3 days.

This is what your strategy should look like. Now let’s talk about your plan.

The Plan = the exact steps to take to implement your strategy (reach your yearly objectives).

To draft your plan you will answer the following questions:

  1. What will I sell?
  2. At what price points?
  3. When will I launch and for how many days?
  4. How will I launch: via an email sequence, webinar, challenge, free email course?
  5. How many subscribers do I need? How I will add them: opt-in (one or more), marketing plan for promoting my opt-in.
  6. Individual launch plan: what do I need, by when, what steps I need to take and when?

Then EXECUTE the shit out of your plan.

Wow, that was a long email, with lots of information. If you made it so far, perfect! You know how to start planning all your steps to take and reach your financial objectives for this year.

I am wondering: was this useful for you? What is the one thing you walked away after reading this? Let me know in the comments below.

Download this free Launch Sales Simulator tool, play with it and enjoy its magical motivational superpower. Suddenly, your next launch doesn’t seem too scary, right? 🙂

5 branding essentials every coach and online program creator should know in 2021

5 branding essentials every coach and online program creator should know in 2021

One of the most overlooked things in the life of a startup is branding. Somehow, in this minimalist era, we think that having a DIY website and our first 100 Instagram followers is enough when we are just starting out.

While I agree that a startup should first invest in business idea validation and building an audience, branding is one of the things that are not just marketing jargon.

And there is a simple explanation for this: every founder will infuse their personality in their startup, thus laying the foundation of its future branding from the start, even if they don’t intend to.

Let me be clear here. The branding of your small business is made up of three things:

  • YOU and your story
  • Your audience and their needs and
  • How you are different from all the other competitors in your market.

The moment your business is up and running, whether this means having just published your website or having opened your brick and mortar shop, you begin building your branding even if you don’t intend to.

Because you make your audience experience emotion with your content, you share your ideas and values with them. As a result, they perceive your business in a certain way. This is the way the branding gets built up. And you would better control the way it gets built.

And if you think this is hard to do, I am here to say otherwise. Here are the five things you should do:


1. Don’t be afraid to be a game changer; your audience will love you for it.

Maybe you look at your market and see that all of them follow certain branding rules, like maybe all having minimalist, black and white websites and copy written in a serious, professional tone. And you think you should do the same because the audience loves it. Wrong! That audience receives whatever is communicated to them, and it is your job to set your business apart from all the others. How else will you stand out and get visible?

Do you have a weird, colorful, personality? Reflect this in your websites pictures, color scheme and copy. You will make an impact, you will stand out, and you will gain fans for life just from this one action.


2. Get clear on your values


What do you stand for? Innovation, integrity, quality, affordability, environmental consciousness, social impact? Get clear on your core values. Make a story out of it, an honest one that your ideal audience will identify with. As you might know already, people don’t buy products or services. They buy stories.


3. Be consistent


Before launching your business take 1 hour of your time and decide a few branding basics: a pair of fonts, three colors and the general theme of your brand (“fun,” “fresh,” “conservative” etc.).

Then stick to it. Constantly use this across all your marketing materials and in your copy. In branding, as in all things business, consistency is key.


4. Bring a lot of value to your audience without asking for the sale.


You will have lots of time to focus on the sale. As you are just starting out, focus on making it easy for your ideal audience to like and trust you. The easiest way to do this is through top-notch content that solves their struggles. They will become loyal to your brand, so the minute your officially launch your product or services they will line up to buy from you.


5. Reinvent your brand as it evolves


As you will get more and more into business, don’t wait until things are really off to reinvent your brand. The moment you notice that momentum is giving out, you should do something to give your branding a fresh breath of air. But do this strategically, by revisiting your origins and making sure your new story builds up on your original story.

These five steps are a great way to define your branding before it defines itself and make sure you have a solid foundation in place for the future growth of your company.

And remember, it is normal to experience branding insecurities as you are starting out. Rise above it and focus on one thing: making your clients happy.  And you will have a business no matter what.

How to make your Optin convert at +60%

How to make your Optin convert at +60%

[+ free download: the OPT-IN ideas swipe file – 60 great opt-in example for every niche ]

As I was scrolling my Twitter feed today, I saw this hilarious post that featured potential reasons why you are probably single:

“Last time I went in for a checkup my doctor asked me what birth control I was using and I answered:

– My personality.

She laughed so gotdamn hard she had to put her clipboard down.”

It made me think: this is just like in the online business space, where your “opt-in personality” can scare away your audience. Whether your lead-magnet truly sucks (it’s you), or they just don’t immediately see the value it brings on the table (it’s them), it doesn’t matter. If you don’t change something quickly, you are doomed to be alone forever.

This is tragic because no email subscribers = no business.

And no business = your freedom dreams crushed.

The good news is I can help you change all this is as little as one day. Yes, you heard me right. I will share with you the exact steps to take if you want to copy my results:

  • An opt-in that, when promoted in one FB group, gives you 365 comments in 1 day
  • An opt-in that once published on your website gives you a 60% conversion rate
  • An opt-in that, once you are running ads, is so attractive that it gives you leads for a few cents.

All of these without being a “guru,” a native English speaker or having hundreds of happy clients that are dying to write fabulous testimonials for me.

Wanna know how? Let’s dive in.


1. Find out your USP


First things first, you must be clear about your USP. This stands for Unique Selling Proposition and it means you must know what your service/product is and who is it for.

If you know this already, that’s great. If not, let me help you quickly solve this. Fill in the blanks below and here is your USP.

“I help [insert your target audience] with [insert their general problem you can solve] by [insert your solution]”

Like in my own example:



2. Choose your ideal client (and my counterintuitive advice on why you should NOT brainstorm around the ideal client avatar)


Once you are crystal clear about your USP, let’s get to the famous “ideal client avatar” step.

Except: I DON’T BELIEVE IN A CLIENT AVATAR. This avatar might work great for SF movies, but that’s about it.

This is what most people recommend: brainstorm the shit out of your ideal client avatar. When I was just starting out, I did the same. And guess what? It gave me months of procrastination, of not moving on with my business because I was so unsure what I brainstormed was the real thing.

And it was not about the easy questions like “are they a man or a woman?”. Oh, no. There were questions like: “What keeps them awake at night?” that got me stuck. I could have kept fantasizing for hours and then ending up wondering if I got this right at all.

Maybe it was my previous career as a finance and management consultant; maybe it was my experience with writing hundreds of business plans for small and big companies, maybe it was all those times I helped businesses identify the profit leaking sources and take measures to close them quickly. One thing is for sure: not one of those business experiences relied on going onward with an idea without testing it first to make sure it works.

So, please excuse me if I don’t trust those highly priced business coaches who sell this like this is the natural thing to do. Because IT IS NOT.

So I did things a little bit differently. I went to a Facebook group filled with people who were in my general audience (women who wanted a freedom business). I chose one person I knew and whom I WOULD HAVE DONE ANYTHING to have the opportunity to work with. In fact, when I tried to put a face to my “ideal” client avatar, that was the person that immediately came to my mind.

I reached out to her (we previously talked about our business struggles) and I told her about a new product idea I was working on. I asked her if she would hop on a call with me for 20 minutes to answer a few questions I had. She agreed.


3. Do your research to figure out what they want


Earlier on in my business process, when I was validating my product idea, I went to Udemy and searched for courses on my general topic (content marketing) that had at least 100 good testimonials.

I also performed a basic search on BuzzSumo for smaller topics within my general topic that had lots of shares (more than 10k shares in the last 12 months).

From doing this two things (which only took 30-40 minutes), I ended up with more than 30 different ideas I knew I could use for my opt-in. But I had no idea which of them would be the most attractive to my ideal clients. This was exactly what I was going to find out during my call with my ideal client (which was real, not some avatar).

Before the call, I prepared a list of questions. These questions helped me not only easily finding out what the most relevant struggles were (bye-bye brainstorming forever!), but also making her open up and going deep with her answers.

What I mean is that I didn’t get generic answers like “I would like to have more guest blogging opportunities but don’t know where to start”, but things like “Every time I want to open my laptop to research potential websites to write for, my research anxiety kicks in. After 5 minutes of staring at the Google page I feel like my brain freezes and then I begin doubting my entire business building abilities. Am I ever going to do this when I can’t even come up with one darn website that would be great for my brand?”.

See the difference?


4. Choose one thing and narrow it down


Your paid solution (the product or service you want to sell) is something that will help your clients solving their problem. We know that.

But how do you come up with the perfect opt-in idea that makes your subscriber scream “Give me more of that!” and then immediately taking out the credit card and purchase your product?

Things are pretty straightforward; you just have to answer the following three questions:

Does this solve a small part of my customer’s problem (like the first steps they need to take towards solving their problem)?

Is very easy to consume and implement?

Is this so good that other people I know charge money for it? Don’t be afraid to do this. The internet is very crowded today and, if you are only starting out, the only chance to stand out is to give away for free something extremely valuable. And then having a strategy in place to rip off the benefits of doing this, of course (more details will follow in my next emails).

Now, if you want to see some great examples of lead magnets that tick all the boxes above, I have put together for you a free download you can immediately access: the Opt-in swipe file with 60 lead magnet ideas for every niche. Fill in your info in the box below and enjoy it.


5. Free or low-cost tools you need to put together a highly converting opt-in offer


Once you found your winning opt-in idea, you can easily put it together, by using free (or almost free) tools like:

  • Graphic design tools

I have tried a lot of free and paid tools and the only ones that worked for me are Stencil and Canva. Both of them come with a FREE version.

  • Shooting videos and video editing software: your laptop/smartphone camera and free software like Screencast (for Windows) or iMovie (for Apple products).
  • An email management system like MailChimp (which has a free version) or ConvertKit for delivering a free mini-courses as your optin.
  • For quizzes: take a look at Typeform ( which has a free version or the quizz builder from Thrive Themes. I’ve heard very good things about both, but I never used them personally.

Also, bear in mind that even free stuff (like your new opt-in) should have a sales page (which in this case is the opt-in page). Even if you don’t sell something for money, your visitors still need to decide to give you or not their email, based on what they see on the opt-in page. A few tips here:

– make the opt-in benefits clear: tell them what they will get AND how this will help them with their problem.

– make it easy for them to sign up: considering leaving out the “first name” box, even if you love personalized emails. The recent studies show that this can dramatically increase your opt-in rate. Also, don’t write a lot of copy here: a one-paragraph description of the opt-in and three bold benefits are more than enough.

Let’s see a few good examples:

6. Conclusion


As Marie Forleo, one of my mentors, says: everything is FIGURATEABLE! If you are stuck with your opt in idea, or the opt in you currently have doesn’t convert well, there is hope. You can change everything in as little as two days.

What does this mean? Let me show you.

Let’s say that you have a monthly traffic of 1000 people and your current opt in converts at 5%. This means you add 50 new subscribers every month.

Now let’s say you revamp your opt in offer and increase your conversion rate to 60%. This means you will add 600 new subscribers every month only from this change.

How would your business change if you could pull this out?

I put together for you an OPT-IN ideas swipe file with 60 great examples of lead magnets that you can use for immediate inspiration.

Download it for free here: