Jan. 19, 2021

Episode 10: The Science Behind Highly Profitable Launches

Episode 10: The Science Behind Highly Profitable Launches

Still getting caught up in your emotions in your business?

In today’s episode, I am introducing you to the mindset shift that enabled me to make more objective decisions in my business, which lead to more profit.

If you want to start running your business like a scientist, you don’t want to miss it!


  • What I mean when I say to run your business like a scientist
  • How your emotions are keeping you from making sound decisions in your business
  • The 3 ways to be more objective in your marketing
  • How to learn from your launches to scale

Also don’t forget to register for my free workshop starting January 25th, where I am diving even deeper into the 5 ingredients and helping you get clarity on how to create an offer that gets seen, and truly helps people get results. This will help you craft an offer at any level- a low end tiny offer all the way to high ticket 1:1 coaching, every level offer should run through this system. Go to www.jessoconnell.com/offer-workshop to register!

Check out the shownotes so you can get access to bonus materials and related blogs and videos!! www.thelaunchfixpodcast.com/episode-10-the-science-behind-highly-profitable-launches/
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Still getting caught up in the emotions of running your business, making decisions because you feel like it. On today's episode, I am digging deep into what I mean when I say to run your business, like a scientist, and how this mindset shift will result in more sales. Stay tuned.

Hello hello and welcome back to the launch fix podcast. If you're new here My name is Jess and I am your host, I am talking to you today, all about one of the biggest mindset shifts that totally changed the way that I look at my business. When I started my business like most people, I took everything very personally every post that I would post if it didn't get enough likes it would make me think that maybe people didn't like it or that they didn't like me, and I anytime that I promoted a launch or promoted an offer if people didn't buy it I thought that it meant something about me. And maybe this is familiar for you and maybe this is something that you're struggling with too. And if it is, then Today's episode is going to be really impactful for you. you might not know this about me but I actually have a background in science, I went to school to teach earth science to middle schoolers that is obviously not what I do.

But I have a background in teaching science, and I'm a very science minded person. And so when I was struggling to really separate my emotions from my business. I came across this idea to treat my business like a scientist, and I really liked logic I like thinking things through and so it really made sense to me that scientists don't take things personally, right, you never see a scientist who is trying to cure cancer, do an experiment and say oh my gosh I got that wrong, we didn't cure cancer. This time I'm an awful scientist, I should probably quit, nobody in science likes me. Cancer is gonna kick my butt, right, like, that's just not how scientists work, right, they get curious they look for more evidence. And that's really how my brain works, and I realized that I could take that methodology of thinking and apply it to my business, and that's really where I started to develop this like iron shield of mindset work around separating my emotions from my business. So I'm going to talk a little bit more with you today about this whole concept of running your business like a scientist, what I mean when I say that, and how this can really be the secret sauce to growing and scaling your business. So the first thing that I want to talk about in the first shift that I think would be really powerful for you is to treat everything like an experiment.

And if you're a scientist when you run an experiment, you follow a few simple steps right if you're if you remember it all back to seventh grade science remember the scientific method, which is going to come into play later in this episode too, but think back to the scientific method, you have an idea, you create a hypothesis, you run an experiment you analyze the results you create conclusions. And then you do another experiment, right, or if it doesn't match your conclusion like if your conclusion doesn't support your hypothesis, then you run another experiment if it does tonight we're right. Good job. And so, if you take everything in your business and treat it like an experiment, it starts to give you that.

Like, mindset that this isn't this doesn't mean anything about me. It helps you get curious, it helps you dig deeper. And so I treat everything in my business, like an experiment my launches, my content my podcasts, all of it. And I have an idea. And I create a hypothesis, and my hypothesis is that this episode will be impactful for my audience. This will help them shift their mindset about this. And then I run the experiment I outline, my like outline for the podcast or whatever right I outline my content I outline my launch. I run the experiment I record the podcast I make the content I run a launch. And then at the end of it I look back and I say, Okay, did that support my hypothesis, am I getting positive feedback from this are people resonating with this message is this podcast episode getting the downloads that I'm looking for here. Is it staying on track with the other episodes that are performing well, we're looking at a lunch like did people buy this offer. And when you look at the conclusion, at the results, and look back and say okay did this prove my hypothesis true.

You start to take the emotion out of it, rather than making a post that is met with crickets and saying like, Oh, so you know, nobody likes me. I'm really bad at business and making it means something about you. You can look back and say, that didn't perform as well. Well, let's look at the variables here. There's a picture that doesn't have my face on it. Maybe that's why people connect more with faces. And so maybe it's that maybe you use like a specific graphic and it didn't catch people's eye, maybe used to stock photo because you thought it would look better in your feed or you just didn't have a picture to share and people didn't resonate with it. Maybe the messaging was off, maybe your ideal client didn't resonate with the message if it didn't get comments or engagement on it. And so you can really look at these patterns and see what evidence is presenting to you. And when you can start to look at everything in your business in this way and say how can I take a look at this as evidence of something, and figuring out what it's telling me that will give you the indicators of where to keep going.

Look at the things that are working look at the things that are not working, what do they have in common. What are the things that people are resonating with and how can you do more of that. And if you start to really take on that curiosity and this mindset of somebody who is just trying to gather data and present evidence, and move forward. You look at your business in a completely different light. You stop making it so life or death, right, you stop making every single launch mean the end of the world, or ultimate success. You recognize that your ultimate success is heading in the right direction and getting your message out there and you're not afraid to say the wrong thing because you know the timeline has like a 20 minute lifespan. And no one's gonna see it again anyway. And when you remove that pressure of everything having to be perfect and everything having to be right. You never learn anything or when you remove that pressure that's how you learn if you have that pressure on you never learn anything because you're so afraid to try new things that you'll never find something that your audience might resonate with.

And so really shifting that mindset into treating everything like an experiment and removing the emotions from the outcome is absolutely key and that's actually my next point. Scientists are not or do not have emotional ties to the outcomes of their experiment, and maybe some do right if you're over here like I know a scientist and she has emotional ties to all of her experiments will cool, but in general as an objective observer of this thing that you're studying, you tend not to have an emotional attachment to the outcome. And this is one of the things that a lot of business owners struggle with because they make everything means something about them. And the success or failure of that thing is related to their success or failure. And if you've ever had a flopped launch or if you've ever had a post that had total crickets or if you've ever had a challenge that nobody opted into or an email that nobody replied to, then you know what that feels like you know what it feels like to get that negative result and say oh, what does that mean about me. See, like it, we often find it as confirmation that we're not good enough for that see, they know that I don't know enough right.

But really what it means is this didn't resonate with my audience, and what can I learn from that. And so, that's exactly how a scientist treats. A unproven hypothesis, they go into the experiment with a hypothesis. And if it isn't proven correct at the end of the experiment. They're like sweet, what can I learn here, what do I need to change to get a better result. What is the lesson here that I can take moving forward. And this is something that not not enough people in business are doing. looking at the outcome as evidence of a lesson in taking that lesson into the next thing. They just keep running the same launch over and over again and seeing the same negative results. They are not shifting the mindsets that are underlying the negative result, right. If you don't believe that your launch is going to work, and you go into it believing it's not going to work and it doesn't work, you've reinforced the belief that it's not going to work. And until you dig deeper into the belief that it's not going to work every single launch you do, no matter how you do it isn't gonna work, because you believe it's not going to work. Right. And so when you start to take that objective perspective, and say, Okay, well this didn't work what specifically didn't work well my audience was really engaged so that was good. And I made my pitch but then nobody bought it.

Well, something happened there, right, something happened between the audience engagement in the pitch. Was it the price Were you a hell yes about the price, what was missing in your offer that they didn't resonate with where you will hell yes for your offer. Were you expecting people to buy it or were you expecting it to flop. And when you look at these things, and really dig deep into that launch debrief process. That's when you learn the lessons. And you're like, Ooh yeah you're right like I was really expecting that to fail. So what if I ran that experiment again with the mindset of this is wildly successful and of course I'm going to hit my goals and work through the beliefs, and the mindset in the thoughts that are keeping you in this place of I think it's going to fail right really examining that and doing the Shadow Work, so you can understand these patterns, and then try it again, and look for different evidence and see if you can find proof of your hypothesis being correct and shifting the experiment and not enough people are taking that lesson and moving it into the next thing, not enough people are looking through their insights on Instagram, every month at the post that performs the best and then creating more content like that, they just kind of turn a blind eye to the analytics into the data and say I'm just going to create here because this is what I feel comfortable creating even though nobody's engaging with it and then wonder why they don't have engagement.

You have to see what your audience is resonating with and you have to take those lessons into the next experiment. And so by removing your emotions of that outcome you can really become an objective observer in your business and ask like what is this teaching me what is the lesson How can I apply this to the next thing. And stop asking, What did I do wrong Why don't they like me. What's wrong with me, because those aren't the right questions to ask those questions aren't going to get you the answers that you're looking for. You have to ask how you can shift your messaging shift what you're doing an appeal to your audience, so that they resonate with your message more. And so the last thing I want to talk about was launching with this process and this is something that I started doing just over a year ago and it really shifted the performance of my launches. And so when I launched and I actually call this the aligned Launch Formula, but it's based on the scientific method. When I launch, I go into it with a hypothesis right I set a launch goal. I have an idea of what I would like to achieve what am I trying to create in this experiment. And then I create the parameters of the experiment. I'm going to launch this program at this price with this offer on this date with this launch mechanism in this timeframe.

And then I run the experiment I create the marketing I create the messaging, I build the audience. I create the offer, and I run the launch, and then afterward. I sit down and I look back and I say okay cool what worked, what didn't was my hypothesis proven Did I hit the goal that I had set out to hit. Where did my numbers go off, where did this change, and I take that information and I also look further into there's three different areas that I look into when I'm doing a launch debrief and I'll have more episodes on this in the future. But I look into how did I feel about that what are the things that I experienced was I in alignment with this offer. What were the biggest lessons here What did I learn from this on a mindset perspective and then I take those lessons, and I say, Okay, how can I apply that to the next launch. How can I apply that to the next experiment. And how can I take what I've learned here, and move it forward so that I don't make the same mistakes again. For example, if your messaging isn't resonating, how can you tweak your messaging into the next launch and try it again.

There's so many people that asked me, well how do I know if my messaging is good. Well you have to put it in front of your people I can't tell you if your messaging is good if I'm not your ideal client. Only your ideal client can tell you that. And so you have to test everything you have to put it in front of your people and see how they resonate with it. And that's why you have that audience building phase so you can test out that messaging that you've created and see if they're resonating with your content. And if not, tweak it right switch up your messaging, try to find the thing that they're resonating with the most so that you can go into your launch with the warmest audience possible. And so, taking on that last part of your launch really doing the conclusion part of the scientific method and seeing how you can take that and take the lessons and move it into the next launch is how you're going to see if what you're doing is actually working. So, that is how you can launch with the scientific method which is one of the biggest lessons that I've taken on in my business, and really removing my emotions from the outcome and treating every single part of my business as an experiment, not any one thing that you do not anyone posts, not any one podcast not any one launch is going to determine the success or failure of your business.

And when you can remove that pressure from it all having to be perfect and it all happened to be right and really start experimenting and getting curious. That's what's going to make the difference in your business. So next week, I am hosting a free workshop on January 25 where I'm going to be going deeper into offers, like I said, having a an aligned offer is a piece of the aligned Launch Formula. And in this workshop I'm really going to be drilling down into that. What is an offer what is it all about and what are the five elements of a high converting offer, and what are the biggest mistakes that you're likely making with your offers now that are keeping you from getting those kind of conversions that you want and that you really should have. So, this workshop will help you with any level of offer that you have from a freebie, which is an offer in case you didn't know that all the way up to like a high ticket one on one coaching program so if you want to get more eyeballs on your offers and especially more dollars in your pocket with conversions. You don't want to miss this free workshop so go to Jess O'Connell dot com forward slash offer hyphen workshop to register.

You can also check out the link in the show notes to get all the details for that. Also make sure to hop in our Facebook group, which the link for that is also in the show notes and share what your takeaways were from today's episode, are you running your business like a scientist now or are you finding meaning about your ultimate failure in every single thing that you do. I would love to hear what came up for you and what your biggest cohorts were so please share them in the Facebook group. Also, make sure to tune in next week because I'm going to be sharing this really interesting thing in teach you how to sell your offer. Before you even offer anything. You don't want to miss it. Thank you so much for listening and I will see you in my next episode.