110. My 7-Figure Launch Coach Told Me to Do THIS – And It Worked with Jenni Finley - Plenty with Kate Northrup

Episode Transcript
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Kate Northrup (00:00):
Scarcity is repellent. Acting out of trust
and abundance and, like, beingable to tap into the truth that
there is more than enough at alltimes. Mhmm. For real. Mhmm.
Like, that's not just woo woospeak. What we actually know is
that there are enough resourceson the planet for every single

(00:20):
human being to live a good life.This is just the data. Welcome
to Plenty. Today, we havesomething a little different for
you.
I am being interviewed. So thisis not me interviewing someone,
but it is me sitting down withone of my dearest friends, and
she is asking me questions. Hername is Jennifer Finley. She is

(00:43):
the head of growth over at mydear friend James Wedmore's
company, and she is also James'fiance. And I love Jenny and we
are talking about my experienceor Mike and my experience
increasing our launch last year.

(01:04):
Our earnings per lead went upfrom $48 to $63. Now if you
don't know what that means, I'lljust kind of break it down for
you. Earnings per lead is yourmost important launch metric. So
if you run an online business,if you desire to run an online
business and sell digitalprograms, digital courses, or

(01:27):
products of any kind, thisepisode is for you. You'll hear
the story of basically howsynchronistically I reconnected
with James through using myintuition, which remains to this
day my greatest superpower inbusiness.
And and James was our unofficiallaunch coach and how exactly we

(01:50):
massively increased our launchresults. So this is my business
by design case study beinginterviewed by Jennifer Finley
about James Wedmore's BBDprogram. Enjoy. Welcome to
Plenty. I'm your host KateNorthrup and together we are

(02:11):
going on a journey to help youhave an incredible relationship
with money, time, and energy,and to have abundance on every
possible level.
Every week, we're gonna dive inwith experts and insights to
help you unlock a life ofplenty. Let's go fill our cups.

(02:33):
Please note that the opinionsand perspectives of the guests
on the Plenty podcast are notnecessarily reflective of the
opinions and perspectives ofKate Northrup or anyone who
works within the Kate Northrupbrand.

Jenni Finley (02:46):
Alright. Here we are. We are in Austin, Texas. We
have to tell people how we endedup here, Kate, because it's so
fortuitous how we ended We arenot in the Mind Your Business
podcast studio.

Clearly.

We are not even in Arizona. We have brought our
multistate friendship to myhometown of Austin, Texas as
fate would have it. Yeah. Solet's start with how we ended up
in these seats, and I and I willI will preface this with we're
gonna do a very special episodeof the Wednesday weekly win Mind
Your Business podcast digitalCEO success stories, my favorite

(03:20):
segment, about Kate Northrop'ssuccess story. And Kate is also
one of our dearest friends andvacation buddies.
We have to we have to steal achild to go on vacation with the
Northrop clan, but we borrowedour nephew,

and we went to

Harry Potter.

Offload our children into a different kind
of vacation either way.

Yeah. Actually, I have a really good story about
one of your children that Ishall get to later in the
episode for Like, I kind of wantto touch on what it's like to
have be an entrepreneurial momand be raising the kids with
this entrepreneurial spirit.Because to me, that's part of
your success story is thatyou've created a very
inspirational path for mewatching you as someone who

(04:04):
doesn't have kids yet and isconsidering it. But you and Mike
are two of our role models oflike, okay, that's how you do
it. That's how you maintain yourpersonal power, your identity,
your self expression, yourclarity of who you are as an
entrepreneur, but also the fullembodiment of being a mother.

(04:25):
That this is how I see you. It'sjust like Thank you. Fully
embodied by, like, you're livinginto your dharma and what you're
here to create while also beingso present and fully committed
to your kids and raising theseincredibly mature and
intelligent little humans.

I love our

we'll get into that. We'll get into But first,
why don't we start with who youare, what you do?

Oh, Okay. Yeah. So who I am is I'm Kate
Northrup. I am a two timeauthor, I wrote a book called A
Love Story, it's one of the Lovethe title. It's one of the
originals actually in the moneyhealing space.
I wrote it over a decade ago andI wrote another book called Do
Less and I help people have abetter relationship with their

(05:10):
time and money primarily withtheir money these days and I
have a neuroscience basedapproach to help people heal
their relationship with money.

I love that and you have a digital business.
Have digital products.

Digital products. We have our primary courses
called Relaxed Money.

Mhmm.

Combines nervous system healing and personal
finance and wealth energeticsand manifesting and investing.

Love.

Everything you need.

And investing.

And investing. And was at

Swivel. And

then, you know, really, that's, like, 80% of our
business. So Yeah. Let's justtalk about that.

I love that. Yeah. That's amazing. I wanna I wanna
walk back to and you're a mom.I'm a

I have two little girls, six and nine.

Six and nine, two of my favorite ages.

They're such great ages.

They're such great kids too. They're so mature for
their ages. Like, they'rethey're kids where you meet them
and you just go like, you'rejust a grown up and a you're
you're back again. Back againfor more. Just an old soul and a
little person body.

A %. Ruby came out and I was like, oh, hey
there. Like, it was so like, oh,yeah.

Ruby, that was my the story that popped in my head
was we were we're in HarryPotter world and I've got all
the kids. And if Ewan's motheris listening earmuffs cello, I
reveal how much sugar we fed toyour son while he was on
vacation with his auntie anduncle. So one of James's rules
with Ewan is if he wants achurro, he can buy a churro. And

(06:38):
he had his own little wallet andwanted to purchase churros. So
someone's on a ride.
I've got you, and we're we'rehunting for the churro stand.
And, I believe he bought two. Ithought he was buying one for
Ruby and him. They were both forhim. And so I turned to Ruby.
I'm like, do you want one? Shegoes, no. No. My mom would not

(06:58):
want me to have a churro. And Iwas like, okay.
Would you like some watermelon?Yes. I would like some fresh
fruit. And I was like, that isthe best. There was no, like,
sneaking around.
It was so funny. I remember onetime you and Ned had a churro,
and he said, don't let's notlet's not tell anyone how many
churros I had. And I was like,well, you might wanna wipe the
evidence off your face there. Hewas covered in cinnamon sugar.

(07:21):
Was like, no one will know.

No one will know. It's like a cat hiding under the
couch with their tails

sticking out. Yes. Exactly. But I think that what
what I think stands out to meabout being around your kids and
then also watching you parentthem that's inspiring to me is
you parent them to make theirown universe of decisions. Like,
I watch you apply the principlesof entrepreneurship with them,

(07:47):
where you're pressing them to belittle entrepreneurs of their
own experience.
And like, Okay, what do you wantto do with that? Well, what are
we going to what are you goingto do about that? Ruby was cold.
And so it was like, Okay, well,how are we going to fix that
then? She's like, I need pants.
And you're like, I will produceyou getting more pants then.
Yeah. But there but it was likeher making that decision. In

our world, we are like, I have a thought about
this. Yes. In our world, we areso like, general society and,
you know, probably just Americansociety. Right? That's the only
society I I'm super familiarwith.
We our culture is really aboutoutsourcing our decisions,
outsourcing our power, pawningoff, like, I have this problem.

(08:30):
Someone fix it. Yeah. Right?Like, give me a pill.
Give me a give me a Tell me whatyou like, I somebody fix this
for me. Right? And and it leadsto so many issues that we have
addiction and, like, just, like,complete lack of connection with
our inner power. So with mygirls, when they tell me things
that where they're complainingabout them, I want them to know

(08:52):
they are welcome to share theirpain with me And also, I wanna
let them know as early aspossible, like, your locus of
power is inside. Mhmm.
So I'm here. Mhmm. I'm gonnasupport. I'm gonna provide. I'm
gonna whatever, but, like,what's the plan?
So yes, Ruby got wet in theJurassic Park water something or

(09:16):
other. Oh,

yeah. It was so was some sort of water gun
chilled out that we didn'twitness with kids that were not
in our group where they justdrenched all of the children in
our group.

And then Ruby came to me, and she's freezing,
and she was, yeah, she wasfreezing cold, and she just kept
telling, mama, I'm so cold. I'mso wet. I'm so cold. But she
was, like, in such a spin Mhmm.That I there was she wouldn't
even let me do anything aboutit.
And I was like, okay. Like,what's How are we solving this?
Yeah. What's the what's thesolution?

The next available action.

Available action stuff. A %. And we were like,
okay. Now we're gonna find smallenough pants in Harry Potter
world, which turned out to behard. And then the only pants
available were pajama pants.
She didn't want those. And I waslike, your option is wet pants
or dry pants

that you don't like. Loved when she was like, I
don't like these. They'rescratchy. And you're like, do
you like them better than wetpants?

That's yes. That's what it was. Then we have
a bingo. And she said, yes. AndI was like, great.
You can wear no pants, wetpants, or scratchy pants that
are dry. And she went withscratchy dry pants.

Yeah. That's so good. I love that. And then with
Penn, then the the memory that Ithought of, and I don't even
know if I texted this to you. Ihope I did.
When we got home, I had the kidsdo the little exercise at
breakfast where they wrote downwhat would make today the most
magical day. And then we had,like, I had all of them
together, and we would, like,draw the kind of out of the hat.

(10:38):
So we would sit down at lunch,and we go, okay. Let's lay them
all out. How many have we done?
How many do we have left to do?And they all had different
suggestions, like get ice creamor go ride a roller coaster.
Mhmm. And Penelope had written,ride a really scary roller
coaster. And then inparentheses, everyone's name
misspelled except for Jen andexcept for Ewan, unless Ewan

(11:00):
decides that he wants to go onthe roller coaster.
And I thought that was soperceptive of her because we
were at breakfast, and I did notsay directly to her, I'm not
going on a roller coaster withyou. She overheard me saying, I
don't like going on rollercoasters. And she made sure to
make a little footnote that Iwas not to be included in the it

(11:21):
was still gonna be a great dayif she got to go on the roller
coaster. Thought that was reallyadult averted.

She is really conscientious of the external
world, Sometimes to a fault, butwe're working on that. She's
super externally referenced.

Yes. Yeah.

Yeah. Which is super sweet. Yeah. And makes her
great at relationships.

Yes. Well, I I I wanna get into that, like, how
you've you've navigated orbalanced the world of being a
very successful entrepreneur andthen also being a parent to
young kids and what that feltlike maybe even when you went
from one to two kids and thedifferent chapters of that.

(12:01):
We'll get back to that. Butlet's back up to for people who
don't know how you got to whereyou are now. Sure.
Take me back to the beginning ofyour digital journey. And then I
would love for you to weave inhow and where James' coaching
started to play Many

times actually and it's fun. It's fun because
I've been at this since 2010. Soin 2010, I started a blog not
knowing that that had businesspotential. I just wanted to
write about whatever I felt

like writing about. You were writing about
money?

Whatever. Okay. Whatever. Literally, here's how
I started.

I've listened to you.

Here's how I started my first email list. I
knew that with a blog, I neededan email list.

Yes.

That I don't know. So I've just figured that
out.

Mhmm.

So I was like, great. Here's what I'm gonna do.
I sent an email to everybody Iknew. Mhmm. Literally everyone
in my email contacts that I'dever met.
It was about 2,000 people.

K.

Mhmm. And I BCC'd, so it wasn't it wasn't
spam.

Oh, I love that.

Right. Okay. Yeah. Very privacy concern.

Important note.

Actually, no. You know what? I was using a you
know what? I was using asoftware that's not a thing
anywhere more called Direct Mailthrough Apple. Yes.
Okay. Okay. I remember that.Long time ago. Uh-huh.
So using that said, okay. Great.Here I'm starting a blog. I'm
gonna write a little bit aboutpersonal development,
spirituality, moneyconsciousness, relationships,
and wellness. Yeah.

(13:24):
Do you wanna sign up for myYeah. And literally, that was my
email. So compelling. 400 peopleWoah. Signed up.
Not bad out of 2,000 That'sincredible. With zero
specificity. Yeah. And and thenso I just started writing every
week whatever I felt likewriting. And then I ended up
becoming connected because I wasreading Danielle LaPorte's blog.

(13:44):
Mhmm. So I started I wasconnected with her and like
became an affiliate of somethingshe was doing. And then right
around that same time, I had metMarie Forleo in a yoga class.

Yep.

And I'll never forget

Last one does. This one does.

And I was right we were on our way to the beach,
and I was sitting in her car,and I'll never forget the
moment. She she goes, so I wasthinking about starting this
online course for women to teachthem marketing. What do you
think? And I was like, is this Bwas like, sounds great. I would
take it.
And so then I was an affiliatefor B School the first year and

(14:19):
then for ten years after that.And anyway, so I learned, oh, if
I can get the people Yeah. I canbe an affiliate and make money
doing this. Yeah. I didn't havemy own thing to sell.
Mhmm. But I so for the first,like, two years, I just wrote
about whatever I wanted to writeabout, grew my email list, and
sold other people's stuff. Yeah.And it was awesome. Yeah.

(14:39):
So that's how I got started.Then in 02/2012, I was living in
the Hamptons in my girlfriend'ssummer house in the off season.
It was very drafty. Mike and Iwere so cold all time all the
time. And How cold does it getin the Hamptons off season?
It's was, like, cold and also itwas, summer house, so it wasn't,
like, really properly Yeah. Youknow, insulated. Yeah. I mean,

(15:00):
it's like New York State.

So Yeah. Cold. Cold and damp. Cold and damp.

Yeah. So we were cold. And I had gotten my book
deal for Money, a Love Story.Mhmm. And all of our a lot of
people in our email list wereemailing in to be like, I wanna
learn the money work from Kate.
And I was like, great. My bookcomes out in September 2013, so
just hold tight. And Mike, Godbless him, my husband, at the

(15:26):
time, my boyfriend, was like,you could just teach a course
based on the book now so thatthey don't have to wait. And I
was like, oh, okay. Because heMike and I sort of met through
the online marketing world.

Okay.

Sort of. So anyway, all that to say, in one
weekend, we sort of, like,slapped together a, you know,
spontaneous video sales letterof me, like, all miced up in
front of our fireplace. We getit up. We get the whole thing. I
don't know.
He, like, figured out all theback end stuff. I didn't really
know what he was doing. Sent outan email. Did, like, our first
little launch. We sold 20,000worth of a $97 course.

(16:04):
Wow. And I hadn't created it, soit was I didn't know the
monetize before you make it.It's $97. 90 7 bucks. We made
$20.
We were 27 and 28. Thought wouldbe huge. Going to die. I was
like, oh my god. My laptop is anATM.
Wow. So we did the monetizebefore you make it, except I

(16:25):
didn't know that's what I wasdoing. And so and then I taught
the course, And that was the wasthe Money Love course. We ended
up going on to sell over 5,000of them making over a million
with that little with thatlittle puppy.

That little $97 course.

And so that had been in March 2012. James came
to visit us that May. Wow. Itwas the first time I met James.
Uh-huh.
And so that was because Yourmom? No. He was dating somebody
who Mike was in James' coursewith. Oh, got it. Okay.
So Mike ended up meeting thisperson Mhmm. Through Mhmm. Video

(17:01):
Traffic Academy? Yeah. Okay.
Video Traffic Academy. And thatperson met James, and then James
was at our house. Yes. At theDrafty summer house. So he came
Memorial Day weekend.
We all spent the weekendtogether, and James, like,
started teaching us aboutoutsourcing. Yeah. And at the
time, he had this outsourcingcourse and whatever. He's just,
like, on his laptop teaching usall the things. So that was my
first ever experience beingcoached by him.

(17:22):
Yeah. And I was like, wow. Thisguy seems to like, he really
knows what he's doing. You know?02/2012.
Cut to us several years later.We all went to Costa Rica
together.

Mhmm.

Maybe no. It was, like, six months later. Yeah. We
all went to Costa Rica together.I was selling something called
at the time, was a wellnessprogram called the Foxy Bod.

Uh-huh. Okay. Love the title.

Amazing. So James on that trip

buy the Foxy Bod.

Right. So good. Right. I should I should revive
this all, the Foxy Bod. Anyway,The Foxy Bod.
Trip, James taught me not onlyhow to surf. Mhmm. But also how
to use Keynote graphics to makemy own sales page, and he taught
me how to do a webinar.

So on brand.

And In Costa Rica.

In Costa Rica. Yeah. There's no off switch. No.

So by the end of that trip, I not only knew how
to surf, I knew how to makekeynote graphics myself, and I
knew how to lay out an entirewebinar. So I used that to sell
the

Foxy Bot. Was he teaching you the format where
you've got the text on thescreen of what you're teaching
in the slide deck? Yes. Yeah.You know what's so funny is that
people will comment on I wasjust telling him, like, you get
comment trolls all the time fromcold traffic.
Yes. And people will commentsomething like

They're really special.

What is what is this webinar format? Why why am
there's no one on screen? Or I'mjust reading off a slide deck.
And James will go, like, theycan complain about it all they
want. That webinar converts,like, 40%.
So, you know, we're not gonnatouch it.

No. I was teaching it with my face and the
slides.

Oh, that's perfect. That's even better.
Okay. But you can do either.

Okay.

He has he, but the most important component is that
there's this weird statisticthat has emerged from tracking
adult learning.

Okay.

And that's that adults retain information that
they are both Reading.Experiencing reading and
hearing. So if they can see yousaying it and read it while
they're listening to it Yes.It's going in at a different
dimension. And if you're like,oh, I I don't really like being
on camera, then don't be oncamera.

Doesn't matter.

Just have your slides say what you just have
your script read it. And so wehave we have both. Sometimes you
can see him delivering it, andthen sometimes it's just you'll
hear the audio of him goingthrough the slide deck. Yeah.
And it's incredible that that'sstill and he'll say like, I
agree with you, those in thecomments, saying this doesn't
maybe this doesn't look thebest.

(19:45):
But in entrepreneurship, you gowith what works, not what is
aesthetically

Are you learning or are you not? Yeah. Exactly.
Yeah. Okay.
So I love that. So that was thatwas '20 end of twenty twelve.
Yeah. He taught me how to dowebinars. And then, I don't
know, then Mike and I, like, gotmarried and had babies, and then
we went off to hoot outer outerspace.
And Mike got sick. There waslike some lost years

in there. Uh-huh.

We touched in with James a little bit, but it
really wasn't until so honestly,there were some lost years.
Yeah. And then oh, he came youknow what? No. There was another
time.
Oh, this was a big one. Talkcoming back.

Coming back. Talk coming.

So I had my book launch for Duless. It was 2019,
and I don't remember why thishappened, but James was doing a
one day workshop on my booklaunch day in LA. And I was
launching my book in LA. Thesynchronicity. So I showed up.
Yeah. And he was talking allabout the scorecard, which

(20:47):
became the digital CEOdashboard.

Mhmm.

And it blew my mind because I'm very creative
and I'm like super emotionsforward. Yeah. And like it's not
usually my first instinct totrack track a metric. Okay. But
I was like, oh wait.
If we had a dashboard like thisin my company, we could
actually, unbelievable, knowwhat was working and what's not

(21:13):
based on more than my intuition.Like, and even though I love my
intuition and it's 99% of thetime spot on, having an actual
tangible three d thing to belike, this is working. Throw
this thing out. Yes. Do you knowwhat's

also nice about that? We can circle back we can
circle back to intuition, butwhen you are really intuitive
and you're making businessdecisions for your team Yes.
Sometimes that can feel riskyand and very vulnerable to be
with, I'm, okay, I'm leaninginto what you feel is an
intuitive choice, and you haveno Data.net that you're working
with in the three d realm. Butthen when you have a dashboard

(21:49):
to look at it retroactively Yes.Then you have the numbers
retroactively saying, oh, wow.
Kate's intuition was right. Andwhen you can reproduce that
result over and over and overand over, and then you go, okay.
We did the thing. Here are thenumbers. I was right.
It made us money. It wassuccessful. Then the team can
actually lean into yourintuition Totally. A lot more.
So I even think for people whoare like, oh, I prefer to be

(22:11):
more intuitive with my businessdecisions.
Well, you can use the dashboardactually

Back to intuition.

To look back also.

You don't

have like, could if you weren't ready to be using
it proactively, which I think isthe best way to use it, If you
weren't ready for that, youcould get that dashboard and you
could look backwards and justfill it out for like, okay, I'm
gonna look at 2024, and I'mgonna fill out every section of
this. Yes. And then go, whichintuitive decisions did I make

(22:40):
that were very fruitful for thebusiness? I

love that so much. Yeah. That dashboard was a
game changer for us. So I wentin. I I went back into our
company, and we had just had avery significant reorg right
before my book launch.
Like, we had fired like threepeople and cut down three other
people to halftime. Yeah. So wewere in a time where we really
needed to like get super seriousabout like every single thing

(23:07):
needs to get a result so it'sperfect timing. So that was
that. I also forgot that I wentto and I was sat in the audience
of James' Creative Live and sohe taught You

were in that audience? Yep.

So he taught me how to optimize my YouTube and
grow my YouTube channel tolaunch my book, Money Love
Story.

Wow.

So I launched Money Love Story with huge
support from my YouTube channel.Yeah. Thanks to him teaching me
how to do all the SEO stuff andwhatever. Totally forgot about
that. And then so after 2019,that was that was the last
years.
End of twenty twenty three, Idon't know. I got a hit to voice
memo James. Yeah. And I said,hey. You wanna be an affiliate
for Relax Money?
And he was like, yes, but on onecondition. And I said, what? And

(23:48):
he was like, you have to comevisit me in Sedona. And I was
like, okay. Except that both ofthose things are

I don't know if I can hold up to these terms.
Also, both

of those things are for me. Like, this is not a,
like, quid pro quo. Like, thisis like

Like the

Yes. I'll do something for you. I would also
like to do another thing

for you.

Like, he's

so generous. Secret, Kate, is that we have
Airbnb's in Sedona so that wecan lure our friends to come and
visit us at any time.

So we came to visit, and during that trip, we
James realized we had a launchcoming up, and he was like, hey.
Would you would you let me,like, be your launch coach just
for fun? Yeah. And I was like,yes. I would happily do that.
And so James and I and James andI and Mike were doing calls
throughout our last launch lastyear, and I can tell all the
details of how much better itdid, but it did wildly better

(24:37):
because he was in our ear. Andso that was, you know, and then
and then Harry Potter World.

The highlight of the the kickoff of this year and
the celebration of ourengagement. I know.

We're so excited to be there. So, anyway, yeah,
there's been a lot of JamesPeppard throughout my business
learning.

A lot.

Yes. Yeah. In key moments.

Yes. And he has such a he does have such a broad
depth of skill because he he hashe has cultivated this ability
to master something, distill itdown, and then be able to pass
it off to someone in a way Sucha good teacher. He's a really
great teacher of complex systemswhere he can simplify it and
turn it into this step by stepmanual where it's not quite as

(25:19):
overwhelming. And people say allthe time when they get inside of
his digital courses, especiallybusiness by design, they'll be
like, oh my gosh. There was somuch here.
And he'll go, yeah. You're notcement you're not meant to
consume all of this. No. It's achoose your

own adventure as you need it.

Video game, and you're not choosing a and b.
Ignore b. Just choose a. Thatapplies to you. Go over there
and do that.
And he happens to run, like,single type of digital launch
product business. Like, he wehave a physical product. We have
digital products. We have amembership. We have a we have
course.
We have a Mastermind.Mastermind. We've got sometimes,

(25:55):
he'll do a one on one thing likehe did with you. And and he does
all of it, and but he hassystems for each one. And most
digital entrepreneurs are justpicking one.
Right. But he does have thedepth to be able to do, like,
okay, tell me exactly whatyou're gonna do, and then he
knows how to coach that becausehe's done all of it for so long.

Yeah. Yeah. And it was all these little like,
you know, we had already had a 7figure launch for Relax Money
before. Yeah. But we were ableto do all these little launch
tweaks Yeah.
To dramatically increase theresults with the same product,
same launch, but just like allthe little levers

Mhmm.

That he helped us pull.

Okay. So why don't you tell me about whatever you
wanna reveal. Sure. But aspecific launch enhancement
Yeah. That you made based on hiscoaching.
And I would love to hear ifthere he does do
counterintuitive coachingsometimes. If there was if there
was a piece of his coachingwhere you were like,

oh, I don't know about that. Percent. Okay.
Couple things. Couple things.
But I also I I know I've knownJames long enough

Mhmm.

To know that when I mean, not a % of the time,
but, like, when I do what hesays does tend to work. Right.
So I'm like, alright. And, also,like, he's been at this. He has
the receipt.
So Yes. You know, I'm not gonnabe like, oh, you're wrong. I
know what I'm doing. Like, Idon't have as big of a business
as he does. Probably he youknow, he does know.
Again, always tempering throughmy own intuition, but I will say

(27:19):
one thing he shared with us, andI, you know, I don't wanna get
too much into the launchstrategy because of course it is
in BBD, but just the highlights,was really shifting the way we
did the pitch at the end of ourthree day workshop. Yeah. So
rather than invite right away inthe doors, we gave folks the
weekend to really pause andrest.

Man, do

people resist that one. And consume the
replays and do their homeworkand digest. And as someone who
really stands for doing less tomake more and really using
feminine principles in businessand really believing that
relaxation is one of our powerprinciples, having this gorgeous

(28:01):
three day experience that I justled people through and then just
being like awesome, let's digestthis instead of going into a big
bells and whistles pitch felt sodeeply relaxing and like a huge
relief to me and what I heardfrom people over and over and
over again because we ended upbuilding a pop up Facebook group

(28:22):
with over 7,000 people, it waswildly active from the live
event. They were like I am sodelighted that at the end of all
that free value you justoffered, your call to action was
digest and implement, not a hardsell.

I just got chills.

Just like it was so deeply aligned with how we do
business, it felt

great to everybody. Well, wanna I wanna
unpack that a little bit becauseI think you're the perfect
person to articulate this forentrepreneurs out there because
of how because your expertise isaround the abundance and the
ease of money flowing to you.

Yes.

And here's what I've noticed about people
resisting this. So for anyonelistening, what Kate is
referencing is what James callsa pivot and pull offer where you
are presenting you're presentingthe offer, you pitch it, and
then you're gonna pivot and pullthe offer off the table. So
instead of saying, here's theoffer. Doors are open now.

(29:25):
Hurry.
Hurry. Hurry. Run through thedoors and make sure you get your
spot. You just go like, doorsopen. You know what?
It's Thursday. This is theoffer. Doors open Monday. If
you're interested, I'll see youMonday. And then you you end
your training on a Thursday, andyour doors do not open until
that Monday morning.
And I hear people all the timego, but what about my momentum?

(29:46):
But isn't that doesn't that meanthat I'm gonna leave money on
the table? Aren't people goingto forget about me? I'm so
nervous that if I don't say buyright now, I'm going to lose
them. So I would love yourperspective of, one, like what
you said about that's thefeminine energy

Yeah.

To be able to hold still and then hold space and
let the people that are supposedto work with you be drawn to
you, not in this, I have todrive action and go grab them
and get them and drag themacross the finish line. There's
this magnetic waiting that'shappening there.

Yeah.

And then also, maybe what that means in terms
of if you are activated by that,like, by and by that, what I
mean is if you're activated bythe thought of, I'm gonna pitch
something and then not open thedoor, what might be coming up
with your scarcity?

So there's two things here. First of all, I
teach something that I learnedfrom my mother called egg
wisdom. And egg wisdom is theprinciple of the feminine at
work and it is our biologicalblueprint, certainly as women
but actually as all humansbecause every single human
started in the form of an egg.

Just got chilled.

And so the way all of us were conceived is with
egg wisdom and the egg getsreleased at ovulation and the
egg comes out of the ovary andsits at the top of the fallopian
tube and literally sits thereand emits a magnetic hormonal
signal that has the ability tonot only tell the sperm where it

(31:20):
is, so she is just sending outthis signal that goes all the
way down to the cervix and letsthem know where she is. But not
only that, that hormonal signal,it's an energetic hormonal
signal, also has the ability tospeed up the rate at which the
sperm swims to her. Wow. Hermagnetism, feminine magnetism,

(31:41):
you know, as embodied inmetaphor by the egg is how all
of our bodies were formed. Wow.
And so as soon as James told meabout the pivot and I wanna say
the pull and pray which is notwhat this is, Ow, since I'm
talking about egg wisdom,

it feels really About rice. Might delete later.

So as soon as he told me about that, I was like
that feels so relaxing in mybody. And what I love birth
metaphors, I love our physiologyto provide for us the model of
the ultimate abundance and theultimate creativity. And what we
know is that in our bodies whenwe are relaxed, we are actually

(32:32):
far more fertile. Yeah. Yeah.
We actually can make somethinghappen in a way we cannot when
we're all tense and like, Igotta do it now. Otherwise, I'm
gonna lose them. So scarcity,acting out of scarcity is
repellent. Acting out of trustand abundance and being able to

(32:54):
tap into the truth that there ismore than enough at all times
for real. That's not just woowoo speak.
What we actually know is thatthere are enough resources on
the planet for every singlehuman being to live a good life.
This is just the data. Yes. Andso when we can tap into that

(33:15):
truth, when we can look atnature and our bodies as the
ultimate models of abundance,then it really just is like, if
somebody wants this, they'regonna be so magnetized because
what I have is so good. And ifit's a match for them, it's
gonna be a match on Thursday.
Yes. And they will only haveincreased their desire for that

(33:37):
thing by Monday. You know, wethink about dating, right? And
this is gonna some people won'tlike this, but the truth is when
we have to wait, it doesincrease the desire, and that is
egg wisdom.

Yes. Yeah. I love okay. I love so much of what you
said, which I wanna hang alantern on some of it. One is
that you may be one of the onlyentrepreneurs that I've heard
James give that coaching to, andyou said that just relaxed me.
But usually, they're like,

yeah.

What do you mean? What do you mean? Turn off my
card. But what do you mean?You're like watching your eyes
dilate.
You know? And so I think thatthat's so neat how you framed
that for yourself that it's kindof like, oh, of course. Because
that's being in the magneticpowerful feminine. Yeah. And
then the other thing that yousaid that really just clicked

(34:32):
for me in my mind is, I think asentrepreneurs, especially in our
own businesses, when we'relooking at the performance of a
launch, we get looking at thenumber.
And the number is like thedollar sign of the bottom line
of how many sales, what's theprofit, how much revenue. But
that revenue always comes backto for what we're selling, the

(34:55):
relationship to a person.Because you're selling coaching.
Yeah. This is a digital productbased business where another
human is saying, I want to workwith you.
I want you to help me solve myproblem. Exactly. So I'm going
bring you into my world so thatyou can solve my world. What
we're doing is like, I thinkthat's what's so beautiful about

(35:16):
the industry. But when you gethung up on, well, my launch
didn't do well or my launch didwell because it made this amount
of money, what we're reallytalking about is how many people
responded to to the way that youpresented your ability,
capacity, and openness to helpwhatever it is that they need
solved.

(35:36):
So it makes so much sense thatif you can get your body and
your physiology and youremotions into a space of, I'll
be right here. There's nourgency. There's no urgency to
act in this moment. What thereis is for you to take what I
everything I just gave you andbe with that. Yeah.

(36:00):
And then if you're ready formore, I'll be here for more in
three days.

Exactly. And also what it did for me as a
presenter who had just taught tothousands of people Yeah. For
that amount of time which waswas a big energetic output. It
also for me because we do asentrepreneurs in the digital
space turn right around, we getoff the webinar and we're like
how many people bought? What itdid for me is it allowed me to

(36:26):
savor and put a pin in or put abow on the workshop itself as
its own entity, as its ownsuccessful deliverable.
And I didn't get write off andstart to judge how good that was
based on immediate sales. Yes.And so for me actually, it felt
really really good because Icould just feel the

(36:49):
deliciousness of a job well doneand serve and then turn around
and serve the people in theFacebook group and I just got in
there Yeah. And had the time ofmy life coaching them and being
with them, and I hadn't beensuper boots on the ground like
that in years, honestly. I'dgotten a little like, thought it
was the important thing.
You know, and then I was like,what is more important than

(37:13):
supporting my people? Yeah. AndI just had so much fun.

That's amazing.

Yeah. That's great. Can you

think of, like, one specific interaction where
you were in your group of peopleduring the OpenCart period that
was different than how youshowed up before in OpenCart?

Well, I hadn't done OpenCart, like, with a
Facebook group in years. Okay.So I had not been But did you

have, like, a webinar Facebook group, or you
were just Nope.

No. Okay. I hadn't been doing that. Like, I
hadn't been doing that strategyYeah. For

So there was no way to get a high touch point
with you Other than It DMs

in my Instagram. Yeah. Okay. So I would DM with
people, but that's a one on oneconversation versus when we're
in that pop up Facebook group,I'm having a one on one
conversation which can then beseen by 9,000 people. Yes.
So the leverage of that was sotremendous and I had really been
sleeping on that strategy.Because in my head, I was like,

(38:10):
oh, Facebook is passe. A lot ofpeople feel this I'm like,
wrong, wrong, wrong. Like, thingkilled. Like, it was amazing.

And people make an argument for we've considered
going off Facebook quite a fewtimes for for all the there's
plenty of reasons. And if you'renot on Facebook, no no shame in
that game. But but, like, what?One of the things that when we
were making a we'll do these youknow, well, should we be on
Facebook or not? And we'll havethese two sides of the argument
where James and I will argueboth sides with each other.
And my side for arguing for itwas, like, what I love about

(38:43):
Facebook is that people can begoing about their day doing
something else, talking to theircousin about, you know, the
cowboy boots they just bought.And then all of a sudden, boom,
there's Kate's launch. Yeah. Andthere's that's that's like when
you go back to old schooladvertising. This is why they
put commercials in the middle ofyour favorite programs.

(39:04):
It's why the the highest paidcommercial was during the Super
Bowl.

It's also like if you even take it back before,
you know, digital media of anykind or broadcast media of any
kind, it's back to, like, you'reliterally in the market Yeah. In
your village.

Yes. Yes. So it's like what James says is, like,
don't build your lemonade standin the middle of the woods and
be upset that you didn't getsales. You gotta build the stand
on the side of the road wherepeople are already driving by
and they're already thirsty.Yes.

So we do do once you join the program, our
community is somewhere else.

Mhmm.

But the the the free event, all the lead up is
is right there in themarketplace. Yes. But once you
buy, you don't have to eat yourapples in the marketplace. You
can eat them at

home Yeah.

Or in a private Yeah. Chateau. Yeah. Love. Or
forever with the rest of theapple eaters.

Yeah. Let me see. What are my other well, okay. So
tell me a little bit about ifyou wanna share numbers about
how this launch performed versusthe other

So, well, what really you know, I'm I'm a good
I'm a very good student. Whensomebody tells me to do
something, I just freaking doit. So, you know, with our EPL,
like, James was, of course,like, earnings per lead is the
number. And, of course, we weretracking conversion rates. We
were tracking, you know, toplevel sales, whatever, but we
were not tracking earnings perlead.

(40:21):
Mhmm. So our earnings per leadin the previous launch that
James had not directly supportedus with was $42 a lead, and it
went up in this launch to $68 alead. Woah. Which was a
significant increase. Yeah.
Again, same product. Yeah. Samelaunch style. Yeah. Like, it was
just these weeks.
So the pivot and pull was big.The other thing that's not

(40:43):
necessarily like, that Jamesreally helped us with from a
positioning standpoint

Mhmm.

Was changing the way we gave scholarships. So we
used to make scholarships a partof a big part of our front end

Mhmm.

Launch, and we ended up changing the way we do
it. I'm not gonna get into thespecifics of how we do it, but
we ended up being able to givetwice as many scholarships

Wow.

While really shifting it and taking it out of
our front end Yeah. In adifferent way. And it was really
powerful because we were able toserve way more people who needed
it. Yeah. Those scholarshipwinners have gotten incredible
results whereas our previousscholarship winners, many of
them would fall off the face ofthe planet and never actually do
the program.
So now we're like doublingscholarships

That is cool.

Increasing the number of people who are
actually doing the work whoreceive the scholarships. And
from a front end positioningperspective, not having that be
this huge part of our launchreally shifted the focus to,
hey, you have a problem. This isthe this is the program. Here's
the investment. So it wasn'tlike before we had been adding

(41:50):
static to the line.

Yeah. Yeah. So was that did that involve being a
little bit more private aboutthe way that you presented and
then qualifying people whoExactly. Isn't that interesting?
Because I think people sometimeshear we, like, oh, well, if
you're not gonna be upfront thatyou do have a scholarship, then
that means you're not giving itto as many people.
And it's like, no, notnecessarily.

Giving it to twice as many people.

Wow. Yeah. That's really cool. Yeah. I love
talking about this too becausethere is a stigma in the digital
entrepreneur space where, like,people will say, oh, I thought
Business By Design was just forbeginners.
Like, if you don't if you only Iknow. Well, your face. I'm like

am not new, folks.

Me, Scott. I'm gonna just, like, hear this meme
of of Kate Northrop. Good.

No. No. It's actually like there's a lot of
very I mean, yes. Of course,it's great for beginners. I wish
I had had it when I was abeginner.
I would have saved myself a hellof a lot of

time. James says it's like he scratched his own
itch. It's like what he wishedhe would have had. Would have
been helpful,

James, back in 02/2012 when I met you. However,
as a non beginner, like, I'mthere's a lot of stuff in there
that's pretty advanced, and I'mlike, Let me bring this right to
the team. We just pop it rightin our in our project management
software, and we're like, okay.Great. This is the this is the
process we're following.
Mhmm. This is how you do it. Youknow? Done.

Yeah. And that's the the beauty of it, think, is
that, like like you said in inin the beginning that, like,
James has outpaced a lot ofpeople in this market to where
there's there's few people whoshow up and they're making they
have a bigger business than him.Yeah. And so in that regard, he
keeps adapting BBD every year.They're every single year.

(43:33):
Isn't there's there's nothing inthere that our team is doing
that isn't added to BBD. Justthe other day, we did a I think
it was either our Black Fridaycampaign or something that I did
when we were opening ourregistration for Next Level
because he and I are alwaysinnovating how we're pitching
and offering things. And he waslike, okay. Great. Done with
that.
Write that up. Make me aprocess. It goes in BBD. And so

(43:54):
it's always this living,growing, evolving thing. And so
to me, when someone says like,oh, I thought BBD was for
beginners, I'm like, no.
No. It it's like, if you are abeginner, you absolutely need
it. Yeah. Because otherwise,you're gonna you could be, like,
spinning your wheels withnothing to show for it for
years. But if it's actually themost fun people to coach are the

(44:15):
people like you who are comingin already at 7 figures, and you
go, make these five tiny tweaks,and then you just see the the
results go Oh

my god. Insane. Yeah. So it it took an already 7
figure launch into nearly amulti 7 figure launch, and that
was, you know, reallysignificant. We were able to
bring on three full time hiresthis year, new people, like we
were able to really do

so You were able to take the kids to Harry Potter
World? Uncle Totally,

I mean that was amazing. And just you know,
really like I have a reallybeautiful life and I love
expansion, however at this stageof the game, it's really about
okay great, how can we use thisextra revenue to create

(45:04):
livelihoods for more people andalso scale what we're doing to
reach more people. Yeah. Yeah.Absolutely.
Oh, we just didn't tell thesynchronistic story about why
we're here. Yes. I don't know ifwe wanna pop that back at the
beginning.

Let's do that. Let's talk about how we ended up
here in Austin, Texas. And Iwant to say this from the point
of, like, there's this themethat James and I, every year, we
talk about when we're going toopen the doors to BBD, like,
what's present in the collectiveright now that we really want to
share with people. And what'spresent to me is that part of
this entrepreneurial journey,specifically if you're going be

(45:38):
a coach, is you are saying, whatis my unique magic that I'm
going to go deliver to theworld? What's the thing that
I've learned how to do that Iknow I could hold other people's
hand in doing where I couldimprove their quality of life,
improve their experience ofthemselves, or the way that they
walk through the world?
And I'm gonna go and teach themto do that with my digital
course. So if you're doing that,if you're someone who is called

(46:01):
to do that, that means thatyou're stepping into the
alignment of your dharma of,like, unique expression on the
planet is going to ripple andaffect other people in such a
way that they light up. Like, Ilove that expression. The world
needs people who have come onfire because if if I'm on fire,
then I can light you you onfire, and I light you up, and
then we all light up the world.So in order to do that, you have

(46:24):
to be syncing with yourself,aligning with yourself.
And when you get into this syncwith yourself, the universe
starts to rearrange things

for I mean, vortex is so real. Yes. So my
affiliate concierge messaged meand said, hey, You should see if
James will you you should see ifJames will have you on his
podcast. And I was like Iresponded, and I was like, I was
just on you know, I was on thispodcast a year and a half ago

(46:55):
and blah blah blah blah blahblah blah blah blah own

stuff. Reason, reason, reason.

And then she's like, okay. Fine. Twelve hours
later, Jenny Jackson is like,hey. Let's do a podcast swap.
Same thing.
Because we're both supportingeach other's lunches. Like, it
was less than twelve hourslater, and I was like so I
messaged Lauren, and I was like,okay. A, you're psychic. B,
apparently, this is happening.And then I just decided to throw
out to you guys because you werelike, oh, we could come to

(47:21):
Miami.
You could come to Sedona. Mhmm.You know? It's just like, I
don't know. Life is a lot.
We're moving. And then I waslike, I don't know. What are the
chance? Like, any chance you'regonna be in Austin next week?
And then they were like,actually, yes.

For one day only.

And I was also here at the exact same time with
the same free hours.

Yeah. And what I love about entrepreneurs is that
it was like, oh, well, we're inAustin. And, and James was like,
well, I don't have any of myrecording equipment. I didn't
bring anything. And Kate's like,I'll have a podcast studio in
thirty minutes.
Where's your hotel? And we texther the hotel, and she's like,
okay. I have a studio that'snine minutes from the hotel. And
I was like, I was driving herethinking, you know, this is what
I love about working with theseincredible entrepreneurs is

(48:02):
they, like Big bang. Boom.
Life. They're like, you needsomething done. You don't have a
podcast mic? Not a problem. Wecan rent one.
Oh, wait. You don't wanna cometo Miami? We can't come to
Sedona. Hectic travel schedules.We're in the same city for for
forty eight hours.
We should record then. It'samazing. Yeah. And I think that
that came to me when I takethese salt baths where I do my

(48:22):
like, in the launch, it's likepart of my creative routine is I
every day at 06:00, I go and getin my, like, launch salt bath,
and I take my little cell phonein there, and I just sit in my
bath and meditate. And I writedown all these ideas.
Sometimes the entire bath

adding this to my launch?

Oh, yeah. Sometimes the entire bath, I'm,
like, texting people and sendingemails and, oh, I thought of
something else. And that was oneof those times where I was I was
just like, what's what's nextright now? And then I went,
Kate. Kate.
I came to you with launch.James, I have a great idea. We
need to do an episode with Kate,and I wanna specifically talk
about her results in in BBD andhow she's leveraged your

(49:00):
coaching. But then I also wannado an episode that we could so
that we could support herlaunch. And then you were like,
a yes for that.
And I didn't know that theuniverse was tapping me on my
shoulder going, Kate just saidno. Kate just said no. She got
in her stuff. You don't need to

She got in. She so got in her stuff. Right? So
good.

Is that crazy?

Like, please help Kate move past her bullshit.

What I mean. That's what I mean. For people
there's someone already in theirbullshit right now. Right now,
they're in their bullshit. Andif if some way you stumbled onto
this episode, might that be yourhere's your sign, whoever's
listening Right.
That, like, you you know,there's reasons all day long.
But when you start to step upand go, I am declaring that I am

(49:43):
standing in my power anduniqueness and magic in the
world to go and deliver that toother people. And when I do
that, when I take action, theuniverse is gonna provide more
action. And that's there's magicin the action. You have to take
an action.
And then it's like that scene inIndiana Jones. James and I have,

(50:03):
the recreation of the tablet inIndiana Jones where he finds the
the holy grail tablet where theOh, god. The they're stepping
out. It's like it's like apicture of, like, a pharaoh or
something, and he's stepping,reaching for the grail. And I'm
like, that's our metaphor forlife is to you take the step,
and then that ledge leading youto the grail appears.

Yeah.

And Indy has that moment of, like, only, it it's
this is a moment of faith, and Ihave to have absolute faith that
I'm gonna step out into thevoid, into the nothingness, and
then there's the next step. Yes.And so this is your sign that if
if you're, like, listeninggoing, what will I do with my
launch? Should I launch mydigital product? What will I do
next?
You take the next availablestep, which might be reaching

(50:47):
out to Kate. Yeah. Or, you knowWe're sending

you know, like, we're Watching

the rise.

This is not dissimilar. The whole even
reason that we ended up inSedona and James ended up making
that offer to coach us and thatI'm even here right now is
because I was standing randomlyin this summer rental in
Kennebunkport, Maine, like,picking up my kids' toys, and I
and James popped into my head,and I really had not talked to

(51:13):
him in a long time. Yeah. And Ijust was like, I'm gonna reach
out. Yes.
So here we are.

But then you took an action on that.

I did it right away.

Sometimes we tend to, like, swat away these nudges
from the universe because youthink, like, oh, I don't know
why. Like, if I would have beenlike, oh, no. I'm not gonna text
Kate. I don't wanna bother her.She's really, really busy right
now.

That's ridiculous.

We just made them go to Harry Potter world with
us. The suffering. Dwarf trip.Best tripping. Yes.
Oh my gosh. I could talk to youforever. This has been the most
fun recording with you. And Ithink we're gonna bring in
mister James Woodmore and thenGreat. Do some more.
But that's that's what I havefor everyone listening. So we'll

(51:54):
see you next time with moredigital CEO success stories.

If you are a course creator or have a digital
product of any kind, amembership, a program, a group
coaching thing, anything anebook, like anything that you
sell that is digital, you needto listen to this. My friend
James Wedmore has also been amentor and teacher of mine for
thirteen years, and I can creditso much of the success we've had

(52:22):
in the digital online space asan educator with the training
and teaching that I have learnedfrom James. Last year, he took
me aside and was like, hey, canI just be your launch coach for
fun? And he helped us todramatically increase our launch
results by like 75%. He has afree training coming up called

(52:47):
Rise of the Digital CEO.
I will personally be there andit is a powerful three day
training to take you throughexactly how to take off with
your digital product business.He gets so specific, so

(53:09):
practical, so strategic, reallyinto how to actually do it. This
is not theory. This is notblowing smoke up your skirt.
Like, this is an actual step bystep workshop completely for
free.
I have learned so much fromJames. And when people say,
like, how should I take mybusiness online? How can I sell

(53:32):
more of my thing? I'm like, yougotta go learn from James. This
is the one time a year he'sdoing it, and you can sign up
over at katenorthrop.com/rise.
Kate northrop Com forward /rise. I'll see you there.

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110. My 7-Figure Launch Coach Told Me to Do THIS – And It Worked with Jenni Finley

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}110. My 7-Figure Launch Coach Told Me to Do THIS – And It Worked with Jenni Finley