Today’s Lineup:

•  Scratching the “change” itch shoots revenue in the foot 😵
•  How to know where every launch sale will come from 🙌
•  My fall wardrobe line-up! 🍂

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You know that urge to chop off all your hair? ✂️ Well, I got a similar urge the other week about my podcast.

Instead of cutting bangs, I was thinking… new format, new cover art, maybe even make a whole creative weekend of it.

I didn’t. I did something else instead. But here’s what talked me back from the metaphorical salon chair edge.

Over seventeen years, I’ve learned that the founder who keeps starting over never gets to multi-millions. She constantly puts herself back at Month 1.

The woman who pulls the data, sits with it, and asks what is actually working? Then and only then is revenue able to compound. 

No doubt, starting over can be one of the most fun parts of entrepreneurship. It feels like momentum. But 80% of the time, it’s actually just avoidance. Ouch! The truth hurts.

So. My podcast. It is doing well, but the vibe still is not where I want it.

I want it more personal. More coaching on the things you ask me about most. I want to take you behind the scenes even more than I already do.

All of which is fixable with the show I already have.

So last week we changed the flow. More of your questions. Some episodes turned into real coaching in real-time. And I’m gearing up to share a lot more behind-the-scenes that I have been dying to tell you.

Same show, just recalibrated a bit. (In October, you’ll get to see my metaphorical new haircut. 🙌)

I know it looks like I am changing everything lately. I retired my digital course. I launched a coaching program six months ago. I opened the Milly Club to multi-million-dollar founders.

But for my business, none of this was actually starting over. All of it was me looking at what was already working, asking what it would take to elevate it, and then making big cuts.

So that’s the practice I’m inviting you to adopt. ➡️ Evaluate. Optimize. Double down on what is working. Rework or eliminate what isn’t. Keep the foundation the whole time.

The thing in your business that is doing fine is the hardest thing to improve, because nothing is forcing your hand.

So this week, choose that one. The one that is performing, but could be doing so much better, and that you know is worth your time and focus because it directly correlates to your revenue.

Do You Know How to ‘Back Out’ a Launch? 🤔

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Every time a launch comes in under goal, you’ll come up with a reason within the hour.

“My audience is tired of the offer.”
“The price was too high.”
“The algorithm did me dirty.”

But if you don’t know the numbers that actually drive launch revenue, you’ll build your next launch around a speculation you didn’t confirm. So start here instead. 👇

📌 Three numbers decide your revenue.
Leads, conversion, offer. Multiply them together, and you get your revenue. But checking your conversion rate tells you nothing unless you know what it was supposed to be. 5% is either a great result or a disaster. You can’t tell which without a target.

🔢 So back the launch out first.
Start with the revenue you want and work backward.

Goal: $100K. A $1,497 core offer, a $3,000 VIP upgrade.

That’s 53 core buyers and 7 VIP buyers, 60 total.

Your bootcamp converts at 10%, so you need 600 registered.

And those registrations come from: 300 email, 120 social, 180 ads.

🔎 Then read it top down.
Leads: Did 600 register? If you got 360, stop right there. Go find the source that came up short, then investigate why.

Conversion: 600 registered but only 30 bought? If enough people showed up, it’s time to look at your pitch and your sales page.

Offer: 600 registered, 60 buyers, but only 2 took VIP instead of 7? Your buyer count was right. Your price mix wasn’t, and it cost you $7,500. Reexamine your VIP offer.

You can’t diagnose a launch you didn’t back out. Before your next one, write the numbers down well before you open the cart.

Fall Is My Season and I Have Receipts 🍂 👢

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It is still 90-something degrees in Tennessee and the humidity is unforgiving. Meanwhile, my feed is full of women in cashmere talking about transitional layering. And I’m SO here for it.

Fall is my season. I’m a better version of myself in October. More put together, more myself, less sweaty, and honestly, hotter. Not the temperature kind. The other kind. 💅

So here are three fall pieces I bought late last season and still haven’t worn because it got too hot, too fast. Tags on, taunting me.

All three were splurges. None of them had to be because there’s a great dupe out there for all of them. 👇

🧥 A barn jacket. In Tennessee, this is basically a requirement, and I will wear it four hundred times. This is the one I have. There are great ones everywhere right now.

👖 The perfect-fitting jeans. I’ve already shared my favorites (AYR), but Agolde has also become my go-to. Denim is my love language.

🥿 Chocolate brown suede loafers. Mine are from YSL, which was a full splurge and I regret nothing. But the look is the thing, not the label, and my stylist loves these.

As I’ve gotten older, I stopped wanting twenty new outfit options and started wanting three great ones. Tell that to me at 32, and I wouldn’t even comprehend a single word you just said. 

Nice chat! Let’s do it again next week.

Until then, remember that more revenue is sexier than new projects, back up your launch numbers to hit your goal, and cheers to just a few weeks left of being swangry! (Sweaty-angry.)

Amy

P.S. What if the thing capping your business isn’t your market, your team, or your ads? It’s the five ideas you’ve been circling for months, the ones that would all likely, but you can’t commit to any of them. Meet me here next week. In 60 minutes, I’ll show you what’s actually keeping all five on the table, and which one gets you past a million. Free, live, sixty minutes. [Save my seat]