Explore every episode of the podcast Before the Launch with Brenna McGowan

What if the actual launch isn’t where most of the selling should happen?

In this episode, I’m sharing why I think launching can be a little boring. And that’s actually a good thing. By the time you open the doors to your offer, your audience should have already made a series of smaller decisions that make the final “yes” feel like the natural next step. 

I’m breaking down what this means for your pre-launch content, why urgency can’t manufacture demand that doesn’t exist, and how helping buyers shift their beliefs before cart open can create more internally motivated customers.

In this episode, you’ll hear:

• Why your launch period might be more of a formality than the real sales period
• The small decisions your buyers are making before they ever see your sales page
• Why I have more room for storytelling during pre-launch than during cart open
• What urgency and scarcity isn’t enough in 2026
• Why internally motivated buyers can become some of your best customers and testimonials
• How to think about your pre-launch as your audience’s “consideration time”

This conversation builds on what I shared last week, so if you haven’t listened yet, catch Episode 63 here: https://brennamcgowan.co/episode63.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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You’re sending emails. You’re nurturing your audience. You’ve got a waitlist. Maybe you’re inviting people to a webinar or talking about your upcoming offer.

So… you’re pre-launching, right?

Maybe. But maybe not.

In this episode, I’m breaking down one of the biggest misconceptions I see around pre-launch marketing — and why simply “doing the things” before your launch doesn’t mean those things are actually preparing people to buy.

In this episode, you’ll hear:

• Why “nurturing your audience” and pre-launching aren’t necessarily the same thing
• The question I want you to ask about every piece of content you publish in the 4–6 weeks before your launch
• The invisible gap between an ideal client knowing you and actually being ready to buy
• How belief shifts and micro-commitments can make the actual sales period feel a whole lot easier
• Why good messaging is imperative this year for your launch 
• How to think about creating a repeatable pre-launch system instead of reinventing your content every time

If your pre-launch currently looks like “post more, nurture more, mention the waitlist, and hope people are ready when the doors open,” this episode will give you a different way to think about what happens BEFORE you sell.

Listen now and ask yourself: Is my content actually moving people toward a buying decision?

Also, if you’d like to see if you’re a good fit for the Pre-Launch Plan Program, head over to https://bot.brennamcgowan.co. 

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

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I actually had a completely different podcast episode recorded for today…and then I scrapped it.

Why? Because I keep hearing a few misconceptions about pre-launch that are driving me a little crazy! 

In this episode, you'll hear:

• Why thinking “they were going to buy anyway” about a pre-launch misses a huge part of buyer psychology
• The 3 beliefs your audience needs before they're ready to buy
• Why having a problem isn't the same as making that problem a priority
• How pre-launch content can do the heavy lifting before your sales period begins
• The hidden opportunity cost of saying, “I'll do it next time”
• What I mean when I say, “You're not selling your offer—you're selling your process”
• The client result that showed a 214% increase in sales after implementing a pre-launch process
• Why trying to figure everything out yourself might cost more than getting support

And I’m saving misconception #4—the one that really gets me going—for next week.

Listen now and rethink what your pre-launch content is actually supposed to do.

Also, if you’d like to see if you’re a good fit for the Pre-Launch Plan Program, head over to https://bot.brennamcgowan.co. 

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

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Ever feel like you’re putting more work into your launches only to get the same—or worse—results?

I see this with both newer businesses and million-dollar businesses. When the strategies that used to work stop producing the same results, the instinct is often to do more. But what if you don’t need to work harder? What if you need to check whether you’re still heading in the right direction?

In this episode, you’ll hear:

• Why working harder on your launch doesn’t automatically produce better results
• The question to ask when strategies that used to work suddenly aren’t working anymore
• How shifting market conditions can quietly affect your messaging
• Why experienced business owners can fall into the “I should know this already” trap
• The difference between creating more pre-launch content and creating the right content

If your launch feels like you’re paddling against the wind, this episode will help you look at what might actually need to change for your next launch.

Listen now.

Follow me on Instagram @BrennaMcGowanCo

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

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What does the mafia have to do with your marketing? More than you might think.

In this episode, you’ll hear:

• Why patience might be one of the most underrated parts of your launch
• What an FBI agent can teach you about buyer readiness
• The difference between pushing someone toward a sale and creating an environment where they want to move closer
• The question to ask yourself if you want your marketing to pull people toward you instead of pushing them away

If selling sometimes makes you feel a little itchy, this one’s for you.

Catch up first: Listen to last week’s episode here

And come follow me on Instagram at @BrennaMcGowanCo for behind-the-scenes updates as I head into my own pre-launch for the Pre-Launch Plan program.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

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In this episode, I'm taking you behind the scenes of my own upcoming launch and sharing exactly what I'm doing over the next six weeks to prepare.

From affiliate outreach and voice of customer research to planning content and refreshing messaging, I'm walking you through the pre-launch activities that create momentum before you ever make an offer. 

I'm also introducing a simple framework that every successful pre-launch needs.

In this episode, you'll discover:

• Why your September launch actually begins in August
• The biggest reason pre-launch gets pushed aside
• What I'm doing behind the scenes before my own launch
• One quick action that will dramatically improve your messaging
• How to decide whether to batch your content or create it in real time.
• The 3 elements every successful pre-launch should include.
• Listen now and start building momentum before your next launch begins.

Connect on Instagram: https://instagram.com/BrennaMcGowanCo

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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It's summertime, which means I'm taking a little break from recording new episodes. As an '80s kid, I grew up looking forward to reruns of my favorite TV shows, so I thought we'd do the same thing here on the podcast.

Throughout July, I'm bringing back some of the most downloaded episodes from the show. Whether you're listening for the first time or giving this episode another spin, I hope you hear something that lands a little differently this time around.

Thanks so much for being here. Enjoy the episode, and I'll be back in August with brand-new conversations!

I get asked all the time about summits.

“Should I host one?”

“Should it be video or audio”

“Are they still even worth it?”

In this episode, I’m pulling back the curtain on Behind the Launch, my audio-first Voxer summit, and giving you the real talk on why I created it, what I did differently, and what I learned the hard way.

This is part one of a two-part deep dive where I break down what works, what I’d never do again, and the strategic (and accidental) decisions that made all the difference.

Here's what you'll hear:

• The wild idea that launched Behind the Launch — and why it worked
• Why I ditched video and embraced a “lazy” audio solution
• How to structure your summit around your business goals
• Three things you must decide before planning a summit
• The sneaky-smart move I made without realizing it

🎧 Listen now to start shaping your own summit or online event idea!

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

It's summertime, which means I'm taking a little break from recording new episodes. As an '80s kid, I grew up looking forward to reruns of my favorite TV shows, so I thought we'd do the same thing here on the podcast.

Throughout July, I'm bringing back some of the most downloaded episodes from the show. Whether you're listening for the first time or giving this episode another spin, I hope you hear something that lands a little differently this time around.

Thanks so much for being here. Enjoy the episode, and I'll be back in August with brand-new conversations!What’s the actual difference between your everyday marketing, the content you should be creating before a launch, and your actual launch content. 

In this episode, I break down the three phases of marketing — regular marketing, consideration (pre-launch), and launch — and why skipping the middle stage is the reason so many launches underperform and don’t reach goals. 

Inside this episode, I share:

• The 3 distinct marketing phases and how they work together
• Why educational content doesn’t belong in pre-launch
• What “silent seller posts” are — and how to use them
• The biggest mistake course creators make during launch
• How to build anticipation without fake hype

If selling and launching feels heavier than it should, this episode will show you why.

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

Listen now.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

It's summertime, which means I'm taking a little break from recording new episodes. As an '80s kid, I grew up looking forward to reruns of my favorite TV shows, so I thought we'd do the same thing here on the podcast.

Throughout July, I'm bringing back some of the most downloaded episodes from the show. Whether you're listening for the first time or giving this episode another spin, I hope you hear something that lands a little differently this time around.

Thanks so much for being here. Enjoy the episode, and I'll be back in August with brand-new conversations!In this episode, I chat with Paddy Johnson the founder of Network—a membership for mid-career visual artists—to talk about what happened when she added a pre-launch strategy to her marketing.

At the time, Paddy’s business was facing a serious slowdown. Revenue had dropped by nearly 50%, launches weren’t performing the same way they once had, and buyer hesitancy was showing up everywhere.

But after implementing a structured pre-launch strategy, something surprising happened: people started replying to her emails, engagement skyrocketed, and her Black Friday launch produced record-breaking results.

Here’s what we unpack in this conversation.

In this episode, you’ll hear:

• Why strong copy isn’t the same thing as strong pre-launch strategy
• The difference between nurture content and true pre-launch content
• How audience research revealed Paddy’s most important customer problems
• Why pre-launch emails generated far more engagement than her normal emails
• How a two-month launch period generated $300K in revenue

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

It's summertime, which means I'm taking a little break from recording new episodes. As an '80s kid, I grew up looking forward to reruns of my favorite TV shows, so I thought we'd do the same thing here on the podcast.

Throughout July, I'm bringing back some of the most downloaded episodes from the show. Whether you're listening for the first time or giving this episode another spin, I hope you hear something that lands a little differently this time around.

Thanks so much for being here. Enjoy the episode, and I'll be back in August with brand-new conversations!

In this episode, I’m breaking down what actually goes into a pre-launch and how to structure the weeks leading up to your launch.

I’m giving you the six-week framework I use with my clients to warm up their audience, tap into buyer psychology, and make sure they’re not scrambling to convince people at the last minute. 

What you’ll uncover:

• How to decide how long your pre-launch should be
• The real purpose behind each week of your pre-launch
• Why sharing your “why” still matters (even if you’ve told it 100 times)
• What type of objections need to be addressed before you open your doors
• A simple tactic to future-pace your audience do they’re clamoring to buy your stuff

Listen now to start mapping out a pre-launch that feels good AND converts.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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I've made a big decision in my business: After nine cohorts, I'm transitioning the Pre-Launch Plan Program from a cohort-based program to an evergreen offer.

In this episode, I'm pulling back the curtain on why I'm making the change, what I'm gaining, what I'm giving up, and the questions you should ask yourself if you're deciding between a cohort model and an evergreen program. 

In this episode, I also talk about:

• Why I kept my program cohort-based for years before making this shift
• The hidden challenge of moving to an evergreen model
• How urgency and scarcity can impact enrollment
• The revenue ceiling many cohort programs eventually face
• Why community matters even more in the age of AI
• The real question to ask before changing your business model

If you're trying to decide whether to keep your program cohort-based or move toward evergreen, you'll walk away with a clearer framework for making the decision.

DM me on Instagram @BrennaMcGowanCo

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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Every June, I start thinking I hate my marketing.

Then I remember it’s not my business—it’s summer.

In this episode, I’m sharing the pattern I’ve noticed over the last few years and the questions I ask myself whenever summer rolls around. If you’re feeling overwhelmed, uninspired, or simply craving more time away from your screen, this conversation will help you simplify your marketing without sacrificing momentum.

You'll learn how to identify what actually matters in your marketing, what can be temporarily put on pause, and why recycling content might be one of the smartest things you do this season.

• Why "summer fever" impacts your motivation more than you think
• The simple question that makes marketing feel lighter instantly
• How to identify your non-negotiable marketing activities
• Why some marketing channels deserve a seasonal break
• How to use your data instead of guilt to guide your decisions
• The case for recycling content instead of creating more
• How to slow down intentionally without slowing business growth

Listen now.

Join me in the Behind the Launch Facebook Group here

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

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Have you ever created something in your business that some clients absolutely love while others aren't quite as enthusiastic?

In this episode, I'm sharing my complicated relationship with one of the most-used tools inside the Pre-Launch Plan program and the reasons why I have a love-hate relationship with it.

• Why I created the Pre-Launch Plan master calendar
• How students use the calendar to stay on track
• The unexpected downside of providing detailed timelines
• Why some people love structure while others feel restricted by it
• How I think about "being behind" inside a program
• The challenge of designing programs for different learning styles
• What this experience has taught me about supporting clients

Listen now to hear my honest thoughts on the tool I both love and question at the same time.

Have thoughts on this? Email me at brenna@brennamcgowan.co

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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In this episode, I'm pulling back the curtain on the systems, workflows, and SOPs that help me prepare every launch inside my business. From updating sales pages and affiliate dashboards to organizing email automations and onboarding experiences, I'm sharing the exact backend process that keeps launches running smoothly.

• The launch assets I update before every promotion
• How often I update my sales page and messaging
• The tags and email segments I prepare in advance
• Why onboarding automations matter more than you think
• The surprising tool that consistently helps me make sales
• How AI can help you create launch processes faster

Listen now and get a look at the  backend systems that make my launches run smoother! 

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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In this episode, I’m pulling back the curtain on the systems, admin tasks, onboarding processes, and team support that keep my launches running smoothly. From payment tracking and onboarding emails to private podcasts and implementation weeks, I’m sharing the surprisingly unglamorous — but incredibly important — details that make a group program work.

Inside this episode, we talk about:

• The three key support roles that help my launches run smoothly
• Why simple systems are often better than complicated ones
• The onboarding details that create a better client experience
• How we manage calendars, reminders, and communication
• Why Implementation Weeks have become one of my favorite parts of the program
• The “tiny moving pieces” most people don’t think about when creating a group program
• What helped me finally stop drowning in admin work

Listen now and get a behind-the-scenes look at what actually supports a successful launch.

Click this link to get 2 months free of Hello Audio: https://buy.stripe.com/bIY8xM2ax9zwgMw4gh?prefilled_promo_code=BRENNA

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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I’m doing something that I’ve never really done before in my business: saying NO. 

Why am I telling you about it?

Because I think this conversation will help you understand why your dream collaborators may not be saying yes, even when your event or opportunity is genuinely good.

If you’ve ever wanted more podcast interviews, bigger partnerships, or stronger visibility opportunities, this episode will help you rethink how you approach collaboration requests so they actually feel easy and exciting for the other person.

• Why timing can make or break a collaboration pitch
• The biggest mistake people make when asking for promotion
• How to make your summit, podcast, or bundle feel easy to say yes to
• What makes collaborations feel like a “heavy lift”
• Why relationships matter more than a great pitch
• The surprising thing that increases promotional support from guests

Listen now if you want more strategic collaborations, stronger networking opportunities, and better visibility growth without feeling pushy!

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

And if you’re ready to build a pre-launch strategy that actually works, check out:

https://brennamcgowan.co/services/

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I recently wrapped a launch that brought in a 94% increase in sales compared to my previous one, and I made one simple change that I think made a massive difference.

In this episode, I’m breaking down the fast-action bonus strategy I tested for the first time, why it worked so well, and how it created urgency without making people feel pressured into buying.  

If you’ve been wondering how to increase conversions without feeling pushy or salesy, this episode will give you a few ideas you can test in your next launch.

• The exact bonus strategy that helped increase sales by 94%
• Why done-for-you support can boost conversions fast
• How to create urgency without using pressure tactics
• The surprising benefit of giving buyers more decision-making space
• Why pay-in-full bonuses worked especially well in this launch
• How early sales calls improved the rest of the launch messaging
• Ideas for creating irresistible bonuses in your own launch

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

And if you’re ready to build a pre-launch strategy that actually works, check out:

https://brennamcgowan.co/services/

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

How should you approach a pre-launch if you’re selling something on evergreen?

That’s what I’m breaking down in this episode! 

• Why most people are not ready to buy the first time they see your offer
• What to do with the people who say “not yet” in your funnel
• How pre-launch principles work inside evergreen marketing
• Why you should still do a “launch” even if you’re selling something on evergreen
• How to stop your marketing from feeling static or repetitive
• Why warming people up in cycles creates stronger conversions

Listen now.

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

And if you’re ready to build a pre-launch strategy that actually works, check out:

https://brennamcgowan.co/services/

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I’ve spent a lot of time thinking about why pre-launch works so well—and honestly, it’s not just about strategy or content. 

It comes down to something much simpler (and more human): autonomy.

In this episode, I’m breaking down why giving your audience space to make their own decisions actually leads to more sales, better clients, and way less stress in your launches.

Inside this episode:

• Why autonomy is the real driver behind buying decisions
• The fastest way to kill demand (and what to do instead)
• How pre-launch creates more motivated, ready-to-buy clients
• Why “playing hard to get” might actually be a smart strategy
• How better decisions lead to better testimonials, referrals, and results

If your launches have ever felt pushy, exhausting, or inconsistent, this might shift how you think about everything.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

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If you’ve ever been in the middle of a pre-launch and thought, “Is anyone even paying attention?” — this episode is for you. 

I’m sharing why quiet doesn’t mean your launch isn’t working, and what’s actually happening behind the scenes when your audience isn’t engaging.

Hint: Your best buyers might be the ones saying nothing at all.

In this episode, I cover:

• Why 70–90% of buyers are “silent lurkers”
• What’s actually happening during those quiet pre-launch periods
• Why engagement metrics can be misleading
• How buyer autonomy impacts your content and sales
• The mindset shift you need to stay consistent (even when it feels quiet)

Listen now to rethink how you measure success in your launches — and why quiet might actually be a really good sign.

Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

If you’ve ever launched something and thought, “Why aren’t more people buying?”— this episode is going to hit home.

I’m breaking down the real reason your audience might be engaging with everything you post, but still not converting. 

Spoiler: it’s probably not your sales page.

We’re talking about the 3 beliefs every buyer needs before they say yes — and why most people are trying to build them way too late in the sales process.

In this episode, I cover:

• The 3 beliefs every buyer needs before purchasing
• Why your content might be building trust — but not sales
• The difference between selling your offer vs. your method
• The hidden reason people say “I don’t have time or money”
• How to build belief BEFORE your launch (so selling feels easier)

Listen now and start creating content that actually converts.

📩 Email me at brenna@brennamcgowan.co with “podcast” in the subject line and tell me what you want me to cover in an upcoming episode.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I want to talk about one of the most overlooked (but powerful) parts of your pre-launch strategy: your why.

In this episode, I’m breaking down why your story matters so much before you sell — and how to use it in a way that builds trust, creates connection, and makes people want to buy without feeling like you’re convincing them.

In this episode, I cover:

• Why your “why” is essential in your pre-launch content
• The biggest mistake people make with their story
• How to turn one story into multiple pieces of content
• What makes “why” content actually connect (not just sound nice)
• A real example of story-driven content that works

👉 Check out the Amber Shaw post I mentioned in this week's episode: https://www.instagram.com/p/DWm240njaTD/

📊 Grab the 2026 Launch Report here: https://brennamcgowan.co/launch-report/

👉 Ready to go deeper? Check out how we can work together: https://brennamcgowan.co/services/

Your Next Steps:

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I got a listener question that hits on something so many people overthink: when should you actually run your launch event?

In this episode, I’m walking through how to decide between list-building events, pre-launch content, and your actual launch timing (without defaulting to a one-size-fits-all strategy). Because the truth is, your audience (and how ready they are to buy) should be driving your decisions, not someone else’s launch formula.

If you’ve ever wondered whether you’re doing “too much” or “not enough” before your launch, this is the episode for you!

In this episode, I cover:

• When to use a list-building event vs. a launch event
• Why audience awareness matters more than your timeline
• What to consider if you’re bringing in cold vs. warm traffic
• How much “warming up” your audience actually needs
• Why skipping a pre-launch can make selling harder

Listen now to map out a launch sequence that actually fits your audience.

If you have a question you’d like me to answer on the podcast, email me at brenne@brennamcgowan.co!

Your Next Steps:

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Sometimes I hear: “People aren’t buying high-ticket offers anymore.” So naturally, the response is to create something new – or cheaper.

But what if that’s not actually the problem?

In this episode, I’m breaking down why your offer likely isn’t the issue, and what to focus on instead if you want more sales without adding more complexity.

In this episode, I share:

• Why lowering your price doesn’t make your offer easier to sell
• The real reason your offer may not be converting
• How to think about volume vs. pricing in your business model
• Why going deeper (not wider) is the smarter growth strategy
• What to adjust before you ever create a new offer

If you’ve been tempted to pivot your offers or drop your prices, this episode is for you! 

👉 Listen now.

Want to know what’s actually working with launches in 2026? Grab your copy of The Launch Report. 📃

Your Next Steps:

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What should your next business investment be? 

In this episode, I’m breaking down how to decide what to invest in next without falling into the cycle of buying things that don’t actually move your business forward.

We’re getting real about what actually drives growth –  and what just keeps you busy.

In this episode, we cover:

• The difference between needing information vs. needing implementation
• Why your personality matters when choosing how to invest
• The question that will instantly reveal if your business is on track
• What “stay close to the money” actually looks like in practice
• The hidden cost of waiting and figuring things out on your own

If you’ve been second-guessing your next move (or wondering why your investments haven’t paid off), this episode is for you!

And if you want your next launch to increase in revenue, pre-sell seats, call in better-fit clients, and take the stress and pressure off your next launch-

…you need a plan that builds demand before you sell.

That’s exactly what we do inside the Pre-Launch Plan Program.

Get more info here: https://brennamcgowan.co/ppp/

Your Next Steps:

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🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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In this episode, I chat with Paddy Johnson the founder of Network—a membership for mid-career visual artists—to talk about what happened when she added a pre-launch strategy to her marketing.

At the time, Paddy’s business was facing a serious slowdown. Revenue had dropped by nearly 50%, launches weren’t performing the same way they once had, and buyer hesitancy was showing up everywhere.

But after implementing a structured pre-launch strategy, something surprising happened: people started replying to her emails, engagement skyrocketed, and her Black Friday launch produced record-breaking results.

Here’s what we unpack in this conversation.

In this episode, you’ll hear:

• Why strong copy isn’t the same thing as strong pre-launch strategy
• The difference between nurture content and true pre-launch content
• How audience research revealed Paddy’s most important customer problems
• Why pre-launch emails generated far more engagement than her normal emails
• How a two-month launch period generated $300K in revenue

And if you want to know how you can rock the pre-launch during your next launch, join me for The New Launch Model for 2026: 3 Pre-Launch Moves that Build Demand, Pre-sell, and Take the Pressure Off of Cart Week.

Your Next Steps:

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🔹 Connect on Instagram

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In this episode, I’m joined by Tess Masters, author of The Blender Girl cookbooks and founder of the Skinny 60 program.We talk about messaging, pre-launch planning, and the surprising mindset shifts that helped her double webinar conversions and create her best launch in 4 years while spending less on ads!

In this episode we cover:

• The most important part of your next launch
• The power of a pre-launch (and why skipping it hurts your results)
• How voice-of-customer research changes your messaging
• The mindset shift that makes selling feel natural instead of awkward
• Why Tess feels like pre-launch was a game-changer during her last launch

And if you want to know how you can rock the pre-launch during your next launch, join me for The New Launch Model for 2026: 3 Pre-Launch Moves that Build Demand, Pre-sell, and Take the Pressure Off of Cart Week. 

Your Next Steps:

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🔹 Connect on Instagram

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What’s the actual difference between your everyday marketing, the content you should be creating before a launch, and your actual launch content. 

In this episode, I break down the three phases of marketing — regular marketing, consideration (pre-launch), and launch — and why skipping the middle stage is the reason so many launches underperform and don’t reach goals. 

Inside this episode, I share:

• The 3 distinct marketing phases and how they work together
• Why educational content doesn’t belong in pre-launch
• What “silent seller posts” are — and how to use them
• The biggest mistake course creators make during launch
• How to build anticipation without fake hype

If selling and launching feels heavier than it should, this episode will show you why.

Listen now.

Your Next Steps:

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When should you launch after hosting a summit or big list-building event?

In this episode, I’m breaking down how I think about launch timing — and why I don’t sell directly off the back of my summit. I walk you through the phases of launching (including what I call the “pre-pre-launch” phase) and how to decide what makes sense for your audience.

Because just because you can launch right away doesn’t always mean you should.

In this episode, I share:

• The difference between list-building events and true pre-launch events
• Why buyer awareness matters more than speed
• My exact timeline from summit to launch
• How to adjust your launch timing based on today’s trust environment
• Why only a small percentage of your audience is ready to buy right now

If you’ve ever wondered whether you’re launching too soon after a list build — or waiting too long — this one’s for you.

Listen now.

And if you want to stay up to date on all the current launch trends, grab The 2026 Launch Report. 

Your Next Steps:

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I’m pulling back the curtain on what it really looks like to host a summit.

In this episode, I’m sharing the parts I love (hello, list growth and collaboration energy) and the parts I don’t love (spoiler: it’s a lot of work). If you’ve ever wondered whether a summit is worth it—or you’re romanticizing the idea a little bit—this episode will give you the full picture.

Here’s what we’re diving into:

• Why summits can grow your email list fast
• The behind-the-scenes workload no one talks about
• Why I now use speaker applications sometimes (and what changed)
• The truth about “nagging” speakers
• How much time you really need to plan one
• Why giving back through this event matters to me

If you’re considering hosting a summit, this is your honest pros-and-cons breakdown.

Listen now.

Your Next Steps:

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I get asked all the time about summits.

“Should I host one?”

“Should it be video or audio”

“Are they still even worth it?”

In this episode, I’m pulling back the curtain on Behind the Launch, my audio-first Voxer summit, and giving you the real talk on why I created it, what I did differently, and what I learned the hard way.

This is part one of a two-part deep dive where I break down what works, what I’d never do again, and the strategic (and accidental) decisions that made all the difference.

Here's what you'll hear:

• The wild idea that launched Behind the Launch — and why it worked

• Why I ditched video and embraced a “lazy” audio solution

• How to structure your summit around your business goals

• Three things you must decide before planning a summit

• The sneaky-smart move I made without realizing it

🎧 Listen now to start shaping your own summit or online event idea!

Your Next Steps:

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In this episode, I’m sharing a major realization that’s reshaping how I (and my clients) approach launches in 2026.

And that’s getting people in the room with you.

From real-time coaching to live connection, there’s no better way to build trust in this skeptical buyer climate. I’ll walk you through what this can look like (spoiler: it doesn’t need to be complicated or perfectly scripted) and how you can apply it to your next launch.

What you’ll learn:

• The #1 non-negotiable for pre-launches in 2026

• Why “being seen or heard” is no longer enough

• How real-time interactions boost conversions

• Simple ideas for launch events (even if you hate webinars)

• What my most successful clients are doing differently in 2026

And if you want to see what’s really working in launches right now, don’t miss Behind the Launch—20+ expert interviews packed with strategies, insights, and swipe files. VIP upgrade = $37 and supports charity!

Listen now!

Your Next Steps:

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This week, we’re breaking down more launch trends for online businesses, and the great news is that “simplicity” is a common theme!

The people getting the best results right now aren’t the ones adding more funnel steps, more platforms, or more emails.

So what are they doing?

• The “simpler than you think” launch setups that are converting right now (and why the extra bells + whistles aren’t helping)

• Where sales are actually hiding after you launch — and the follow-up most people skip

• The pre-selling moves that build momentum before cart open (so you’re not relying on last-minute urgency)

• How to use AI in a way that sounds like you (and doesn’t make your copy, content, and launch feel soulless)

• The trust-builder more people are using instead of a traditional “pitch”

Want to hear the real behind-the-scenes strategies?

Grab your free ticket to Behind the Launch, happening February 2-6, to discover what’s working with launches NOW! 

🎟️ Get your free ticket here: https://behindthelaunch.co/

Get 3 months free of Hello Audio with code LAUNCH (valid through February 9).

👉 https://buy.stripe.com/00gcO28yV5jg0Ny4gn?prefilled_promo_code=LAUNCH

And if you want to try the segmentation tool I mentioned in this episode, here’s the link to RightMessage:

👉 https://rightmessage.com/?fp_ref=brenna13

Your Next Steps:

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In this episode, I’m sharing my top 5 launch predictions for 2026 based on 20+ behind-the-scenes conversations I recorded for Behind the Launch.

This is Part 1 — and it’s basically a shortcut to what I think you should tweak before your next launch so you’re not relying on outdated strategies (or random marketing advice from 2020).

• The launch strategy everyone keeps declaring “dead”… that’s still converting

• The one thing I kept hearing in debrief after debrief that explains why some launches pop and others stall

• What buyers need from you before they’ll believe the offer is for them

• The tiny shift that turns “interested” people into “I’m in” people

• The easiest place to pull messaging that sounds like your audience wrote it for you

• The most useful kind of launch data (and no, it’s not clicks)

Grab your free ticket to Behind the Launch from February 2-6 to discover what’s working NOW with launches! 

🎟️ Get your free ticket to Behind the Launch → www.behindthelaunch.co

Want to try Hello Audio?

Use my affiliate link to get 3 months free with the code launch: Start here.

Your Next Steps:

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🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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What’s one tool that can instantly improve the user experience of your webinar or launch event? A private podcast feed.

In this episode, I’m sharing a small but powerful shift I’ve made in how I deliver launch replays—and why I’ll never go back. If you’ve ever had trouble getting people to listen to your launch event replays – or want to increase how many people are engaging with your launch event – this episode is for you. 

Listen in while I chat about: 

• Why replay delivery can make or break your conversion potential
• The sneaky user experience mistake I made during a past event
• How private podcasts increase replay consumption
• What I use for my own launch events (and a special offer for you!)

Listen now—and make your next launch smoother for you and your audience.

P.S. Want to try Hello Audio for yourself?

Use the code launch to get 3 months free. Here’s the direct checkout link (yep, it’s an affiliate link—because I love it and use it myself!).

Your Next Steps:

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🔹 Connect on Instagram

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Ever felt like you're too old, not educated enough, or lacking a social media presence to grow your business?

In this episode, I’m getting honest about the insecurities I had when I started—and how those same “flaws” became my biggest assets. If you’ve ever questioned whether you’re qualified enough, this one's for you.

Here’s what you’ll hear:

• Why turning 40 felt like a business roadblock—but wasn’t

• The surprising advantage of not having a four-year degree

• How zero social media presence turned into a brand advantage

• Why your empathy (or any “flaw”) might be your secret sauce

Listen now and reframe what’s holding you back.

Your Next Steps:

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I get this question all the time: “How many emails is too many during a launch?” Spoiler: The answer is usually more than you're comfortable with.

In this episode, I’m walking you through thoughts and strategy on email frequency during a promo, why unsubscribes aren’t the end of the world, and how to decide who should get your launch emails (segment? whole list? soft opt-out?). If you’ve ever worried you’re “emailing too much,” this one’s for you.

What you’ll learn in this episode:

• Why most business owners under-email during a launch (and how it costs them)

• My personal email cadence for a 5–8 day launch

• When and how to segment your list (and when to skip it)

• The real reason your audience isn’t buying

• What “soft opt-outs” are and whether you should use them

🎧 Listen now and learn how to email confidently (and strategically!) during your next launch.

Your Next Steps:

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You may have asked yourself, “Should I put my prices on my website?” And if you’ve ever worried that listing your price might scare people off, you’re not alone.

 In this episode, I’m breaking down why being upfront with your pricing doesn’t just filter out the wrong clients—it actually helps convert the right ones.

I’m sharing real-life stories (including my own $4K hesitation-turned-yes), how pricing transparency impacts buyer psychology, and what to do if your pricing varies.

Here’s what else you’ll find out:

• Why your people NEED to see the price before they can say yes

• The surprising mindset shift that happens after someone sees the price

• How hiding your pricing may be costing you clients (and wasting your time)

• What to do if your packages are custom or variable

• Why hearing “no” can actually be a good thing

• Real stories of people who said “heck no”... and then bought anyway

🎧 Listen now, and let’s reframe your fear around showing your prices.

Your Next Steps:

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Pain Point Marketing Isn’t Dead—You Might Just Be Talking to the Wrong Person

Is pain point marketing really “dead”?

(Spoiler: it’s not.)

In this episode, I’m pushing back on the hot-take that talking about pain is “manipulative” or “over.” I’m walking you through how to use pain ethically, empathetically, and strategically so your best-fit buyers feel seen, not shamed.

We cover:

• Why “pain point marketing is dead” keeps trending (and what’s actually broken)

• What empathy-first pain point marketing looks like (no knife-twisting required)

• A quick tour of the 5 classic awareness levels, plus my extra “situation aware” stage that will change the way you see your ideal client

• How even “fun” or hobby offers still have real (sometimes hidden) pain points behind them

• Why opening story loops without solving them right away can slyly boost your conversions

• The dangerous trap of speaking to ambivalent buyers instead of the motivated ones

• How to zero in on the pain your perfect-fit client already knows they’re in, and is ready to solve

🎯 If you’ve been scared to talk about pain (or worried you’ll sound sleazy), this episode will help you reframe how you think about i

👉 Listen now so you can start speaking to the right person, at the right awareness level, in the right way.

Your Next Steps:

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What do you do if your pre-launch overlaps with the holidays? In this episode, I’m sharing how to show up strategically (and sanely!) when everyone else is signing off.

Just because people are sipping eggnog doesn’t mean they’re not watching. This is a prime time to stay top of mind—and I'm breaking down how to do it even during this busy time of year.

Today we’re talking:

• Why holiday email opens might increase during your pre-launch
• How to stay visible without creating new content from scratch
• My go-to "double CTA" strategy to gently seed your offer
• Why personal stories build deeper connection during this season
• What type of content you should be sending out over the holidays to stay top of mind with your offer

Episode 3 Mentioned: https://brennamcgowan.co/episode3

Your Next Steps:

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What is Anticipation Marketing® – and why do you need to start using it in your marketing? In this episode, I’m breaking down the four components that make up this approach — and why it matters if you want to create buyer desire before you ever open the cart.

I’ll walk you through what I call the 4 A’s of Anticipation Marketing® and how to use them to warm up your audience, reduce refunds, build trust, and create messaging that resonates with your potential buyers. 

Here’s what I’m breaking down:

• Why traditional launch marketing often feels reactive—and how to fix it

• The #1 way to start creating curiosity and momentum before your launch

• How giving people autonomy in the buying process builds stronger conversions

• The reason why Anticipation Marketing® reduces refunds

• Why storytelling beats stats every time (and how to find the right story to tell)

• How to build buyer readiness without pressure or pushy tactics

Listen now to discover how to make your next promotion easier, more effective, and more aligned with how your buyers actually buy.

Your Next Steps:

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The one piece of advice I give again and again when editing copy for my clients and students:

You need more specificity.

And while AI can churn out decent drafts, it often misses the emotional depth that truly connects. In this episode, I’m sharing how to identify “soulless” copy—and how to replace it with words your audience actually uses and feels so they take action. 

This is about writing content that resonates deeply, not just sounds good on paper.

Here’s what we cover:

• The real reason your copy isn’t converting (hint: it’s not the structure)

• The words that show up way too often—and mean nothing to your reader

• One simple question that helps you instantly improve your copy

• Why adding words can sometimes increase conversion

🎧 Listen now to find out how to instantly improve your copy across emails, sales pages, your website and more.

Your Next Steps:

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What’s your why? 

I ask this in nearly every pre-launch conversation, but today, I’m flipping the script and sharing my story.

From feeling stuck at 40 and wanting more out of life to starting my business because I wanted eyelashes, I walk you through the twists and turns that led me to where I am today — and why I care so much about pre-launching.

If you’ve ever struggled to articulate why you started your business — or if you're wondering whether anyone even cares — this episode will help you reflect, share, and connect more deeply through your story.

In this episode, you’ll learn:

• The two wildly different reasons I started my business — both equally true

• Why hating my first job in online business was actually a blessing

• The surprising launch problem I kept seeing (and how I fixed it)

• Why your “why” matters way more than you think — especially during a launch

🎧 Listen now and start weaving your why into your content.

Your Next Steps:

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It’s that time of year when everyone’s talking Black Friday—but do YOU actually want to run a sale?

In this episode, I’m giving you a permission slip to rethink the rush, get honest about your business model, and plan from a place of strategy.

Whether you’ve had big success in the past or you’re tempted to wing something last-minute, this episode will help you pause, assess, and decide what actually makes sense for you.

In this episode, I chat about:

• Why I haven’t run a Black Friday sale (and why I don’t plan on it)

• What to consider before you slap together a last-minute BF sale

• How to avoid resentment pricing and holiday stress

• What makes Black Friday offers actually work—and when they flop

• How to build anticipation (and not just throw an offer out there)

🎧 Listen now for a different take on Black Friday planning.

Your Next Steps:

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How Price Positioning Impacts Your Sales

What if your pricing is silently guiding people away from the offer you actually want them to buy?

In this episode, I’m sharing the behind-the-scenes of how I repositioned my VIP offer for the Pre-Launch Plan Program—after realizing my favorite, most successful, and most profitable clients were the ones I worked with most closely.

If you've ever felt stuck offering too much for too little, or you’re wondering how to get more people raising their hands for your higher-ticket tier, this is your episode.

Here’s what we cover:

• The mistake I made in the past with my program positioning

• Why wide pricing gaps can work against you

• How to shift from a “yes/no” decision to “which one?”

• A smarter way to encourage upgrades to your course, program, or service

• The energy check you need to run before your next offer

🎧 Tune in and learn how to design your pricing and positioning to serve your clients and protect your energy.

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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What To Do When You Only Have A Short Window for a Pre-Launch

Ever feel like you're way behind on prepping for your launch? You're not alone.

I recently got a question from an email subscriber who only had two weeks before her cart opened, and she wasn’t sure what to focus on. 

During this episode, I share the real talk on short pre-launch timelines and 6 questions to ask that will help you prioritize what actually matters when you’re in a time crunch.

Listen in and find out:

• Why skipping your pre-launch (even when you're short on time) is a mistake

• How one of my clients crushed it with just 2 weeks of pre-launch

• The most important questions to guide your runway strategy

• 1 must-do for your pre-launch, no matter the timeline

• How to shift your content based on your audience’s awareness and trust level

🎧 Listen now to learn how to make your short pre-launch count!

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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In this episode, I share what worked (and what didn’t) in my most recent Pre-Launch Plan Program launch.

You’ll hear:

• Why “multiple entry points” are a must in this launch environment

• How to make buying easier for different personality types

• The real reason flexibility builds trust in today’s “trust recession”

• How a simple “product tour” can reduce objections (and refunds!)

• The tweak I’m adding next time to make my pre-launch even better

🎧 Listen now — this one’s full of simple shifts that boost buyer confidence before your next launch!

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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I’m keeping it real this week with a behind-the-scenes look at a sales call I completely fumbled during my last launch. Even as someone who's done a ton of these, I made 4 key mistakes that cost me—and I don’t want you to do the same.

In this episode, I walk through exactly what went wrong, what I should’ve done differently, and how you can show up more prepared, confident, and in control of your next sales conversation.

Here’s what you’ll take away:

• The small calendar mistake that derailed my call

• One thing you need to do at the top of every sales or discovery call

• How asking more questions is the key to closing more calls

• What to do when you're caught in reactive mode

• The reason why making assumptions can derail your sales

🎧 Listen now and let my mistakes — and what I would do to fix them — help you on your next sales call. 

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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In this episode, I sit down with the brilliant Emily Reagan to unpack the three must-know launch trends we’re seeing in today’s shifting market—and spoiler alert: these aren’t your typical “just post more on Instagram” kind of tips.

From understanding your buyer’s mindset to ditching tired strategies like waitlists, this conversation is full of insights that’ll help you launch smarter—not harder.

Here’s what we cover:

• The three beliefs buyers must have before they'll say yes to your offer

• Why you need to obsess over your audience (and stop watching your competitors)

• How Hollywood holds the secret to a successful launch strategy

• Why most waitlists are a waste—and what to do instead

• The rise of the long buying cycle (and how to use it to your advantage)

This is one of those conversations that will shift how you think about selling and launching.

🎧 Listen now

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

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Are you afraid of being too pushy or “salesy” — and possibly missing out on sales?

In this episode, I’m talking about the easiest way to increase conversions during your launch—social selling (aka one-on-one conversations).

Whether it’s in the DMs or through email, this tactic is the grassroots tactic that can catapult your next launch or promotion. 

I’m breaking down what “social selling” actually means, why consent-based selling builds trust and results, and how you can start now—even if you're nervous.

Here’s what you’ll take away:

• Why you don’t need tons of volume – just a way to open up conversations with the *right* people

• How “consent” is the secret ingredient to social selling

• The one mindset shift that makes conversations feel natural

• A simple CTA strategy that gets responses without being weird

• What I did mid-launch that boosted my close rate to nearly 100%

🎧 Listen now to learn how one-on-one convos can quietly supercharge your sales—without the awkward pitches.

Referenced Episode: https://brennamcgowan.co/episode14

✨ Want support with your launch messaging? Join the Pre-Launch Plan Program – doors close September 24, 2025! 

Your Next Steps:

Want to plan your next launch in seconds? Grab my free AI Launch Calendar

🔹 Let’s work together! Book a strategy call

🔹 Join the Behind the Launch Facebook Group

🔹 Connect on Instagram

Thanks for Listening!

If you enjoyed this episode, please help us share it by:

⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!