The Effective Messaging Strategy That Made Me $189K in Q2

I opened the email from my bookkeeper on a Friday, during nap time, right before my husband left and I went into full solo-mom mode for the weekend. I’d asked her for one specific thing: cash collected between April 1st and July 7th. Not sales—cash. Actual money in the bank.

$189,001.35.

I’d told myself we were probably $40K short of my goal. I hadn’t sat down to really look, because I wanted to count through that first week of July when both launches officially wrapped. So I’d been walking around assuming we missed. And then there it was, a hundred and eighty-nine thousand and change. (Thirty-five cents included because I like to be exact.)

The Message Worked For Me While I Worked Less Than I Have in Years

My goal had been $200K cash for the quarter, so I didn’t hit it. And I’m grateful I didn’t hit it. I worked less than I have in years and got this close! (Q2 I actually worked less than Q1.)

Mama used to pull 40-plus-hour weeks for numbers like this, and this quarter I spent Wednesday mornings and Thursday afternoons doing one-on-one time with my boys, feeling like I was momming way more than I was businessing. To find that number right as I was about to solo-parent for a weekend? I sat in it and foud myself thinking “we can actually do this.”

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This is part two of my launch debrief. 

In this blog post, I laid out all the numbers and every mistake I made from the wrong reminder link, the WiFi meltdown, the whole mess.

But this blog you’re reading is all about what I got right. Because even with everything that went wrong, the front-facing launch and the $108K behind-the-scenes one both worked. The messaging strategy is exactly why it worked.

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How Your Messaging Strategy Shows Up in Ads

I hadn’t run ads in years. And targeting a cold audience is a completely different animal than talking to people who already know you.

We ran ads to my 10K Strategy Guide and to my private podcast, Main Character Energy. Nearly every single person who joined TDE this last round had a touchpoint with the MCE private podcast! People who listen to it get a fast, honest read on me and my process, and they either vibe with it or they don’t. That’s the gift of podcasting. So we’re now turning that into an evergreen ad funnel, because it does the pre-selling for me.

Where it got interesting was the event page…

We ran a three-day live event called Wildly in Demand: Summer Sales Edition, with the tagline “the story, positioning, and proof that turns summer into your highest converting season.” 

That exact framing converted beautifully in January. But in January I was talking to a warm audience. These people already knew my language, already knew “story, positioning, proof” were things I harp on. 

Running it cold, I realized the messaging was too warm. About 540 people opted in, which sounds like a lot until you know we were gunning for a 1,000. And my organic opt-ins came in around 200 (when I’d normally do 250 to 300 on my own).

So halfway through the launch, we built a second page. Watch the shift:

Instead of leading with “Wildly in Demand” (which is sexy but a little vague, because what does it actually mean?) the new page opened with: “For online coaches who want sales coming in this summer when everyone else gets quiet.” 

You’re an online coach: named ✅
You want summer sales: named ✅

Then, “how to turn summer into your highest converting season instead of your slowest.” And I added a video where the first thing out of my mouth is: “I went from consistent 4K months to consistent 20K months in less than a year, and I never went viral, never sent a pile of cold DMs.”

That video became our top-converting ad. Not on the page, just as an ad.

The Launch Lesson From Those Ads:

The lesson I’m taking into every launch from here: when someone is just finding you, you don’t need to be clever. They’re already on the page, so you don’t have to stop the scroll because you already stopped it. 

Speak so specifically to the result they want that they see themselves in the first line, even if you’re saying it plainly, even if it sounds like something other people say. Save the unique framework reveal for on the page and at the event. Clear over clever, every. single. time.

As I mentioned, nearly every single person who bought from this launch had a touchpoint with this podcast first. 

It’s the fastest way to get how I actually think about your edge, your message, and standing out—and it does the work of a dozen posts in a couple of episodes. 

If this “clear over clever” stuff is landing, this is where you go deeper for free. Fair warning: people tend to go from listener to client faster than they expect, so uh… see you soon! 😎

The Messaging Strategy Was a Success!

Thing that made me the least nervous about a cold launch? My message inside the event was airtight. By the end of day three, I’d logged off and immediately had five or six applications sitting in my inbox. Our conversion rate landed right on target with what we wanted. We didn’t miss on the message—we just needed more people in the room.

The reason I can say the message was on lock isn’t luck. It’s that I know my ideal client’s problems down to the daily moment. What keeps them up at night, what they’re quietly worrying about, the mistake they keep making and then kicking themselves for making again, what they’ve already tried to fix it and exactly why that didn’t work. 

That level of specificity is what we go deep on inside my program, and it’s what makes an event convert.

The second half of the event I take them through is what I know they haven’t tried: Define your edge. Message your edge. Sell your edge. Phase one, two, three. Simple enough that I can explain it fast, which means by the end of the class people realize: “I don’t have a distinctive edge!” Or “I think I know what mine is, but I have no idea how to talk about it without sounding like I have fifty heads.”

That realization leads to sales.

When You Have a Solid Framework, Your Launches are Built For You

I want to show you something that took me years to see in my own business. Every live event I’ve run for this program has the same three main points, because they’re my framework: define, message, sell. 

• Day one is always: define. 
• Day two is always: message. 
• Day three is always: sell. 

But I package each one from a completely different angle, so if you attended all of them, you wouldn’t clock that they’re structurally identical.

• June 2025: “Define Your Edge to Attract Clients on Repeat.” 
• September: “Content Fix—Fix Your Message in Just Three Days and Turn Cautious Followers Into Buyers” (my highest-converting event, which is why I’m running it again this September). 
• January: the first Wildly in Demand. 
• And then the summer edition of Wildly in Demand we just ran. 

Four events and the same skeleton for every event. (The last two were basically the same event with ‘summer’ sprinkled in which most people wouldn’t notice because the angle was the hook.).

That’s exactly what a rock-solid framework does! It stops being a thing you teach and becomes the thing that generates your assets, your events write themselves, and every one of them lands the same underlying message—my main message: if you want to be known for something, you need one main message, and this process is how you find it. 

I say it on repeat, over and over, and it’s not complicated. It’s simple enough that my clients can repeat it back to me, “I’m signing up with Meg because I don’t know what my edge is, I need to figure it out, and I need to know how to talk about it so I’m known for something.”

How an Effective Messaging Strategy Increases Client Retention and Generates Sales

Part of that $189K wasn’t a launch at all. I signed a one-on-one client who paid in full and also did my group program at the VIP level. After our very first call she told me she’d spent 30 grand-plus on masterminds and got more out of one 60-minute call with me than any of them. That’s not me being magic. That’s just the process being clear.

Nine of my ten mastermind clients came through the TDE process first. My clients tend to stay, re-sign, and refer (I have a big referral base) and it’s because when you can confidently explain what you do well and what you don’t, you attract the people who actually want to stay. It’s cheaper and far more fun to go deeper with the same people than to constantly chase new ones. (Though this launch was almost all new people, which was its own thrill.)

A use for your framework most people overlook: it keeps your current clients the course. When someone’s stuck, I can hold up the phases and say, “We’re still in phase one, we haven’t established X yet and you’re trying to jump to phase three. That’s exactly why you’ve stalled out for years.” It’s completely normal to feel resistance at that point. The framework lets me show them what’s normal, what’s next, and why staying in it will finally make the result stick. 

Better results, more referrals, more re-signs.

How Long Did it Take to Lock In the Messaging Strategy?

I didn’t do anything wildly different this year, I just doubled down on my edge. I didn’t add a layer, didn’t bolt on a new offer, didn’t chase a new tactic. I’ve been almost nauseatingly talking about the same thing—and I love it, because it’s edge-led now instead of the boring, tip-based content I used to dread making postpartum.

I felt solid about my message by September of last year. I started fiddling with it the October before that. So it was roughly a year of workshopping angles, throwing things out there, testing and failing and testing again, before it felt solid. 

Is this going to take you a year? Not necessarily. But even if it does—is a year that long, to build income this consistent working this few hours? I don’t think so. We’re just so tied to doing everything fast and perfectly that we won’t put in the reps. 

You have to be willing to throw things out, watch them flop, dissect the ones that hit, and keep going. Any content creator will tell you it’s an experiment.

When I break the $189K down from this launch, it was: one-on-ones, mastermind, group (TDE), and TDE continuation. But the common thread was one main message, one main public offer, and everything else running behind the scenes. I served the crap out of my people and I have a clear process that gets results that I can actually talk about! That’s the secret. It’s not sexy and it’s not fast, which is exactly why most people skip it.

Get Your Messaging Strategy on Lock!

If this two-part debrief did its job, you already feel where your gap is. You either don’t know your edge yet, or you know it and can’t say it simply. Both of those get solved the same way: by mapping your actual process until you can explain it in a sentence your clients can repeat back to you.

That’s what we do in the Framework Workshop! (It’s $47) This is the single best on-ramp into everything I do, and it’s the clearest fast win I can hand you.