We recently connected with Brenna McGowan and have shared our conversation below.

Alright, Brenna thanks for taking the time to share your stories and insights with us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

In online business, one of the industry standards is “launching.” This is a special promotion time for a course, online program, membership, etc. In the past, traditional launch timelines are when you choose 5-10 days to do your promotion.

Usually, a launch period looks like this:

1. Conversion event, such as a webinar or challenge
2. Open doors to the program
3. Close them 5-10 later

I noticed a hole in the industry with *most* businesses not focusing on the most important part of their launch, the pre-launch.

The pre-launch is the 4-6 weeks before you start to sell, where you warm your audience up, build anticipation, shift beliefs, and pace them for what their life will look like after they work with you. The coolest part of doing this is that you increase sales and call more ideal clients when you do the heavy lifting of your promotion periods with your content.

Brenna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I actually got into business by accident.

In 2017, I was doing social media and email marketing for a friend, and it was getting a good response. I thought, “This could be a business!” I didn’t realize there was a whole industry helping people do social media and emails. The only problem is that I realized I didn’t love social media management after doing it for a bit.

I pivoted quickly to copywriting, focusing on emails, and fell in love with the craft. I love that you can tell funny, witty, even quirky stories to build connection and sell your stuff. As a copywriter, I also worked on landing pages, websites, and launch copy. And when I was doing launch copy, I noticed a massive hole in the copywriting and content, something I call “consideration” — or pre-launch — content.

There was some talk of pre-launch, but it was more of a blip on people’s radar. I made the scary move to focus on pre-launch content where I would help online coaches, course creators, and people develop super strategic (and effective!) content that helps sell their programs.

The results blew me away. The first client I helped saw an almost 50% increase in sales of her high-end program. She also spent less time on sales calls because her Consideration content pre-sold her best clients. And she was able to do all of this as an introvert who didn’t love doing marketing.

After working with several clients, I developed the Pre-Launch Plan Program, the only in-depth program I know of that helps companies create a pre-launch that builds momentum, pre-sells, and turns your best leads into paying clients — without all the pressure of a typical launch period.

I’m most proud of the system I’ve developed called Anticipation Marketing™. Using anticipation in marketing is one of the most under-utilized marketing tactics. I love anticipation because it lets you be proactive in your marketing efforts, while so many strategies are reactive.

How’d you build such a strong reputation within your market?

When I think back over the last few years and what has helped me build my reputation, it goes back to these three things — and all three work together.

1. I niched so people knew exactly how I help people. It also has helped me create very clear messaging.

So many businesses are afraid they will lose business if they niche too much. But 99.9% niching is what helps you grow, especially when you’re in the beginning stages of your business.

2. Stayed visible. This is two-pronged:

-Creating “good” content that positions me as an expert and authority in the industry. I have a unique opinion and framework and have worked diligently on messaging and putting content (as imperfect as it might be).

Great messaging makes up for imperfect content. (← That’s one to remember)

-Getting on podcasts, speaking in groups, etc. Because I speak/teach on a particular topic, I always get asked to be a guest speaker. I’ve only formally pitched a handful of times. Also, because I’m putting out content, when someone hears about me or listens to me on one of these channels, they can check me out.

3. I made friends and networked. And since I was friends with people who knew exactly what I did, they referred me. And because I got referred, I didn’t have to spend a lot of time showing numbers and convincing people to hire me. I shouted people out, supported others, etc. (still do!).

#3 is what accelerates 1 & 2.

Too often, business owners are relying on referrals.

Or they are busy working inside their businesses they aren’t doing any outbound marketing.

Or if they are doing those things, they’re vague in their expertise and unique opinion.

They miss the mark on their messaging, leaving them insecure in communicating how they help people.

Diversification in your marketing with a clear message is how you can thrive in economic downturns and “compete” against the smarter/more experienced world at large.

And when you’re a good human that helps people get great results, it only adds fire to 1-3.

What’s a lesson you had to unlearn and what’s the backstory?

When I first started my business I felt very insecure about the fact that I was 40 and had no four-year degree. I thought people wouldn’t want to hire an “uneducated” middle-aged mom.

In reality, the complete opposite has been true. Not once has someone asked me for my credentials. And my age and life experience have only been an asset.

It’s been a good lesson on not believing the stories we tell ourselves. So often, the thing that stops us is the internal chatter, not the outward circumstances.

Contact Info:

• Website: https://brennamcgowan.co
• Instagram: https://www.instagram.com/brennamcgowanco/
• Facebook: https://www.facebook.com/groups/behindthelaunchwithbrennamcgowan
• Linkedin: https://www.linkedin.com/in/brennamcgowan/
• Youtube: https://www.youtube.com/channel/UCpUq9Rmu13NHDeBWCDhOAqw