The Messaging Secret Behind My $108K Launch

My husband looked up from whatever he was doing one night mid-launch and said, “I feel like you have a lot more money in the business account than what you actually signed.”

He wasn’t wrong. He was just looking at the wrong number.

He saw what I shared on social. He knew The Distinctive Edge was open, he’d seen the live event, he watched me hustle through launch week. So in his head, the money in the account should’ve roughly matched the TDE sales he could see. 

But there was a whole second launch happening that nobody watching from the outside could see. A $108,500 one. Completely behind-the-scenes. No launch event, no ads, no public anything.

The thing I want you to take from this debrief is this: the launch you can see is almost never the whole story. 

And if you’re building your business around the two weeks your cart is open, you’re leaving a lot of money (and your own nervous system) on the table.

So let me pull the curtain all the way back. The good, the meltdowns, the $46K you saw—and the $193K you didn’t.

The (Public) TDE Launch Numbers

15 new people paid to join The Distinctive Edge this round. Not continuers or renewals—15 brand-new clients. 9 opted for VIP, 6 chose the base tier. Total sales came in at $46,709, with $38,882 of that as cash up-front, because of those who paid in full.

In my January launch, I had almost the exact same headcount, but the money was lower—3 VIPs and 12 base Most of them chose the extended payment plan. 

This round completely flipped. Majority VIP who paid in full. 6 of the 9 VIPs paid in full. Same size launch, but very different behavior.

I could sit here and philosophize about why. End of January versus end of June, different energy, different moon phase, who knows! But when I looked closer at who actually bought, the data revealed it all.

The number that mattered more than the revenue

I went through the list of 15 new TDE peeps and asked myself: how many of these people do I actually know?

One. I knew one person well enough to call them a friend. One other had been in a program of mine back in 2021, but we hadn’t spoken in years. The rest were complete strangers a year ago. Almost a third had joined my email list in just the last few months.

Compare that to my launches even a year ago. Last June, I knew half the room. They were referrals, past clients coming back, people who’d seen me somewhere and already trusted me. But by September it started shifting. And by January, there were fewer and fewer familiar names. All the way til this round where there was only one.

That’s winner-winner-chicken-dinner to me! Because this isn’t a $47 workshop or a $300 course. This is a $2,500-to-$4,000 investment with an application attached (and I’ve since raised it to $3,000 and $5,000). 

People don’t say yes to that on a whim. For a group of near-strangers to trust a process enough to spend that kind of money means the podcast tour, the ads, and the message all did their job. 

The revenue was nice, but the obvious trust from cold leads is the biggest win!

$50K From Just One Sales Call

This stat floored me! We signed almost $50,000 in TDE sales, and I got on exactly one sales call the entire launch. One.

I’ve had the price on the sales page since 2020. There was no “book a call to hear the price” funnel. 

Instead of pitching on calls, I do framework walkthroughs: I map out someone’s process, show them exactly where they fit and how I’d help their specific business, and I can do it at 5am in my robe before the boys are up. 

For the season of life I’m in, asynchronous wins every time. Almost $50K, and just one call. That’s a strategy I’m keeping, at least for now.

Grab The 10K Month Strategy Guide →

If you want to go from “hoping people show up in launch week” to “building a system that sells year-round,” this is the guide you need. It maps the offer structure and positioning needed to have consistent income months.

It’s the exact same thinking you’re seeing in action behind the numbers in this post!

The Work That Came Before the Public Launch

My mentor completely reframed how I count a launch, and I want to pass it along to you…

Before the June launch happened, I’d already brought in 11 new TDE clients between April and May. Roughly $40,000 all through evergreen sales. These were people from my January launch event who couldn’t join then, re-nurtured over email, trickling in on their own timeline. 

When I used to run strict open-close cart, those 11 people literally couldn’t have bought until this June launch. They would’ve been stacked into these launch numbers. My mentor reminded me that those are launch sales too. You just spread them out and let people buy when they were ready instead of forcing them into your arbitrary two-week launch window.

So that gives us: 11 people who joined via evergreen, plus 15 in the live, public June launch.

That is exactly why I changed my model and now this year will look like:

• Live launch in January
• BTS evergreen push in April
• Live launch in June
• A small workshop in August
• Launch again end of September

 Little pushes between the big moments so the people who weren’t ready last time get a natural nudge to say “okay, now.”

The Second, Secret BTS Launch: My Mastermind

My mastermind filled completely behind-the-scenes. There was no event, no promo, and the launch brought in $108,500. 10 people, 6 months of coaching, $12,000 per person (with a special rate for returners). 5 returning members, 5 new. 

How was that possible with NO public promotion? Because 8 of those 10 mastermind clients came straight out of TDE. They went through the 3-month program, got results, and wanted to keep going. 

When your message is clear and consistent enough that you can take people deep and get them a result, they end up raising their hand for the next thing before you’ve even asked. 

The mastermind didn’t need a launch because TDE already did the selling months earlier.

Let’s add it all up:

TDE Evergreen (~$40K) + TDE June launch ($46,709) + BTS mastermind ($108,500) = $193,209 in new sales from April to July. That’s all brand-new sales, baby!

A Note on Launch Mindset

I had to shift out of the “was my launch a slam dunk?” mindset years ago. It was frying my nervous system. 

A launch is an awareness campaign. It’s me saying, “hey, remember this offer you’ve been thinking about? Here it is again, in your face, join us. And if you don’t this time, you’ll hear about it in a few months, or in the nurture sequence, or on the podcast.” 

Launches are not the only time I make money. Believing it is the only time you make money is exhausting and incredibly dysregulating.

Life Was Lif’ing During Launch

I promised the good and the bad. Well… here’s the bad, enjoy!

We sent the wrong link in the reminder emails for day one of a 3-day live event. 

The confirmation email was right, but the reminder wasn’t. So on day one, half the room couldn’t get in and I’m on camera thinking “why are these show-up rates so low?” I had to pull out my best acting skills in real time while my team scrambled behind the scenes. I had a full meltdown right after! But we fixed it, and we will never make that mistake again. Triple-check your links, people! And then check them again for good measure.

The tech gods were fully against me. 

Our WiFi (in the separate building behind our house that I love and feel SO lucky to have) picked launch week to fall apart. So my bonus make-good call (that I added after the link situation) kept cutting in and out. My ring light vanished (I’m blaming the boys), so I was under-lit for an event we’d literally run ads to. And I got locked out of Facebook for the first half of the launch, which meant no ManyChat, so I was answering every single comment manually. Ten out of ten, do not recommend.

The VIP experience was… another learning moment.

I offered a $97 VIP upgrade and, mid-launch, swapped the group calls for 3 days of 1-1 Voxer messaging because a few people couldn’t make the call times. Kind gesture, right choice for those people. But all I told them, essentially, was “message me your questions after each training.” I gave no structure to this bonus. 

And because my process naturally creates confusion before it creates clarity, the questions got deep and meaty and endless, and I found myself doing near-TDE-level reviews for a $97 offer. Compare that to my live Framework Workshop earlier this year, where the VIP had a crystal-clear deliverable → “submit your framework, get a Loom back, 24 hours of Voxer on that specific thing.” Same price range, but a completely different energy exchange. 

People don’t want “ask me anything.” They want (and need) direction, a prompt, a specific thing to work on each day. Lesson fully learned, Universe! Structure the VIP, or don’t offer it.

Additionally… 

I should have proactively told clients “reviews will run closer to a 10-day turnaround these two weeks” instead of grinding to hit my usual pace. No one would have cared! 

I was behind on content going in (life was lifing—my babysitter got sick, and this launch landed in a heavy personal season), and I normally bake in enough pre-done content that I can spend launch week responding to in-the-moment objections instead of scrambling. 

And, the cherry on top… I was in my luteal phase and had no idea until my period showed up a week early! Even my husband was like, “you’re never like this during a launch.” Turns out there was a reason, hunny.

I remind myself of this constantly: nothing in business is ever an emergency. The launch was rough, I let myself have cry, worked through it, and kept going. Which brings me to what I’m proud of from this launch!

The Wins & What’s Happening Now

I’m onboarding around 23 clients right now — 23 people who each paid me $2,500 or more (many of them far more).

• A secret six-figure launch that filled itself. 
• Strangers trusting a serious investment. 
• Tech woes that no one ever asks for.

And through every tech disaster and hormonal ambush, the one thing that never wobbled was the message. That’s what made the behind-the-scenes revenue possible. It’s what i’ll continue to prioritize.

I’ve learned more from my mistakes than my successes. Nine times out of ten, the wins came from something I got wrong first, fixed, and turned into a system. 

And this launch handed me a whole new batch of things I get to fix! Which means the next launch gets to be even better.

Want to uncover the message that can sell for you BEFORE your next launch?

Every number in this post traces back to one thing: a clear, distinctive message that did the selling way before any cart opened. 

The evergreen sales, the cold leads saying “yes,” the mastermind filling BTS—none of that happens without that message. That’s the entire premise of The Distinctive Edge. 

It’s where I help coaches build the identity-driven positioning and repeatable messaging that makes you the only obvious choice, so your programs start filling in the background instead of living or dying by live launches.

If you read this whole post and felt the pull, that’s a sign! Come see what we do in TDE.