There’s a critical shift happening in marketing right now, and if you don’t adapt, your strategies will start falling flat.

In this episode, I’m diving into what’s changing across the board—from live launches to webinars—and why the old playbook isn’t working like it used to.

I’ll share real examples from our VIP clients, the creative pivots we’ve made, and how you can apply these insights to keep your marketing effective.

If you want to stay ahead of the curve, don’t miss this one!

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More ways Embodied Marketing can support you:

Join Emily in Costa Rica for the Embodied Wealth Retreat—where adventure, meets luxury, meets business strategy all wrapped into a 7-day all-inclusive experience! Apply here: https://embodiedmarketing.com/retreat

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, my friends. Welcome back to the podcast. Happy March. I don’t actually know the first day of spring, but it definitely feels like it’s spring in Texas. We get a very short winter. Our winter is over. We had a couple of cold weeks and now it is spring, which spring is gorgeous here. I’m not complaining, but I know what comes after the spring in Texas, and so I’m never like excited for it to be here personally, but it’s gorgeous out, 70s, and I can feel that spring energy and the shift from seasons. We just got back from Colorado. We had an amazing, amazing week in Colorado with my family and skiing with my kids.

It was so, so great, and I am so excited because this month I am – I’m scheduling and officially ready for podcast interviews and my studio is ready it’s so fun it’s like my own little space to work again and i’m not just gonna do interviews there i’m go and actually use it to work in and i’ve set it up to do meditation in and my stillness practice and so it feels really special So that is what I’m up to. It’s the CrossFit Open for the next three weeks. I did the first workout of the Open on Saturday, and I do this to myself every single time. So you have four days to submit the workout. And they’re always like really hard workouts. Just, you know, you push yourself 100%.I’ll do it. And then right after I finish it. And in my brain, I’m like, there’s no way I’m going to redo that. Like, I don’t care. That was my best. And then five, 10 minutes goes by and I start thinking, could I have gotten a few more reps?

Could I have done this better? What could I have improved here? Maybe I could get my score up. And I almost always end up redoing it. So I’m going back to do it again today to submit it tonight. And it’s like putting yourself actually through hell. And so you just it’s this weird dance of like you you’re like what am I doing why am I doing this to myself I don’t want to do this but I do want to do it because I want to get a better score and I know I can anytime you do a workout twice typically you can do better the second time because you know it your body expects it so anyways I’m going back to do really challenging 15-minute workout today. I’m forcing myself to do it, and I want to do it, but it’s going to be fun.

So anyways, today what I want to talk about might be a shorter episode. I felt inspired to talk about this actually because of a client of ours yeah and kind of seeing the results, the initial results of their campaign and something that I am – seen overall in the marketing landscape. So first of all, I’m a big fan of live launches and I also look at marketing as an experience. And so I craft everything, whether it’s a webinar, live launch, the email sequence, the way that you communicate your social media. I think everything should be about an experience with your audience, your leads, your potential customers, and even a continued experience when somebody buys from you. I think that is ultimately what we are creating as a business. When somebody interacts with your business in whatever way that is, it’s an experience and it should create an emotion. It should create a feeling and be an experience that they remember or they don’t, right? And that’s how you create success. And so when I plan strategies, this is how I look at marketing.

And so one thing I’ve noticed with live launches lately is it has been more challenging to get people to one sign up for a live launch experience, such as a webinar, a challenge,video series, any of these events. And it has been even harder to get somebody to show up. And so what I see online is when this happens, people go, oh, well, live launches don’t work anymore. Webinars don’t work anymore. I actually saw posts about this where people were like, I’m having the hardest time getting people to show up to my live experiences. They don’t work anymore.

And the thing is, it’s not the actual mechanism of a live launch that doesn’t work anymore. It’s that when something becomes overdone, And you have a population of people who are overstimulated, overpacked, and extremely busy and overwhelmed. You have to get creative. You have to make your experience more enticing, different, different. and stand out from all the options out there. So it’s not that it doesn’t work. It’s that it sounds like everything else. So this has come up with a couple of our VIP clients. And I work with – there’s two businesses right now that I work personally with and they’re a VIP client and we do all of their marketing from – planning their calendar, their live events, all their funnels, all their email marketing, their social media, all their data tracking. We’re basically like a fractional CMO.

I will be adding one more of these clients if you’re interested in quarter two. We’ll have a spot open for one. Moving it to three, I have two right now that I work with. So anyways, I’m in charge of their strategy. And then my team, my personal marketing team executes it all who runs my marketing. And with both of them, we noticed this issue. We noticed this struggle of getting the volume of people we wanted to sign up. They were still doing well, but we wanted to increase it. We wanted to scale it. And then the show up rate was low for both of them. And so on both sides, we’ve implemented strategies that are working amazingly. And I’m going to talk specifically about one of them.

So one of them is actually a B2C company and they were struggling with registrations and show up to these live experiences, live webinars, live workshops, two day events. But their conversion was super high. So when they got people there, they’d convert 10% or more into their sales. So we just needed more bodies actually coming to their experiences. So I had this idea last month and I was like, why don’t we do something totally different? Why don’t we actually let somebody come to a recording they’re not a recording, live experience of you coaching, like one of your coaching calls. So they have and like an inner circle basically that’s not called that, but I’m just going to call it that for the sake of men who coach in this group.

And they have regular coaching calls that they offer. And so I was like, why don’t we put out there that somebody can actually register to attend an actual behind the scenes coaching call? And you’ll have no replay. Like you’ve got to be there to get access to this. We’re probably not doing this again for a while. We’ve never done this before. Exclusive look and and really create that desire to be a part of this. put it out to the audience. And then obviously you tell the members like, hey, this is a bonus coaching call and you can come or not, but you know we’re going to let people come and see this.

It did so well. It got so many registrations, such a high show up rate of people. I think it was almost like a 45 or 50% of the people who registered to come showed up, which is insane. Like right now today, if you get a 20% show up rate when you’ve incorporated cold traffic, you’re doing pretty good. So it worked super well, right? And then we converted people into high ticket. It was just different. It was different than what was being offered out there. It was different than what we had offered. It was an experience, an intentional experience that that stood out, created desire, and people then made the time to come to this experience. So that proves that live launches, webinars, and any type of marketing methods such as that works, but you’ve got to think outside the box.

So we went to the drawing board. And we’re like, let’s do this again in a different way. Instead of hosting an informational workshop or webinar, which we’ve done a lot of, and they haven’t, again, they haven’t done bad. It’s not that they don’t work. It’s like, how do we take this to the next level? We’re going to host an experience. Where this is not an info session. This is not, you know, come and learn we’re going to actually do something on this. And this client specifically uses some somatic work within their programs. And so I don’t think you can sell somatic work. on the front end to a lot of people unless they know what that is. But I think you can sell the result of somatic work and then deliver that. So we created this experience, this free experience for people to sign up for, and that actually just launched. So it’s still in promo right now.

But the cost per lead is one third of what it has been to get people to our webinars. So one interesting metric on this is that the reason the cost per lead is so like much lower is the cost to get traffic to the page is so much lower. The click through rate of the ad is three times as high. So what does this mean? It means people are interested in the experience, in the event. So automatically Facebook starts prioritizing this ad and is like, this is a good offer. So yes, the copy, yes, the creative of the ad, but also the actual free offer, the free experience. All this to say. Here’s what I’m seeing.

The need for creativity, the need for really giving yourself the space as the CEO to say, what is an experience that I could create for my audience? That does what I want it to do, which is any free experience that you have that you want it to lead to your offer should do two things. Create clarity and confirmation in your content, your process, your methods, your beliefs, and create a gap that your offer fills. It has to do that, which is overloading people with information does not accomplish that. So as long as you do that, what’s an experience you can create that is different? This is where I shine and my team shines is because I can come up with really creative ideas like snap your fingers. They just come to me. I’ve had a client that was on a coaching call with me where I offered it to clients in our Done With You program.

And she’s like, you know, I want to do this and maybe I could do this. And I’m like, I know, do a monthly happy hour for your audience and, you know, create an event that is more like a hangout, which is so different. No one’s doing that. So I’m not saying that any of these examples that I just said you should go and do. Let me make that clear. These were created custom for these businesses based on What I felt would resonate the most with their audience and accomplish the goal that we wanted. It’s still the same strategy, the same concept of a live webinar, a live workshop, a live challenge. But we created it into an experience that was new, that felt different and that they haven’t seen all over the place, that we haven’t done before so it’s new to their audience and really felt enticing and created the desire.

And when someone has the desire, they’re going to make the time to sign up and show up for the free experience. And I’m also not saying that we’re never going to do a webinar or a workshop again for this client. This is just things that we’re throwing in. Because if we started only doing this, we’re going to be back to the same problem of we’re doing the same thing. It’s the same thing as what we did last month or the month before. and it’s not new. It’s not enticing enough. So there’s a lot of energy that I put into the creativity of the experience we’re trying to create wherever that is.

Whether that is on social media, whether that is the lead gen experience, the live webinar experience, or the sales experience. Whatever we’re trying to create, I really think about how do we make this different how do we create desire around this? How do we make this such a no-brainer that someone will be like, I’ll reschedule that meeting I have to be at this thing because I know it’s going to be so valuable. That’s how you want someone to feel when they hear about your experience is like, I will do anything i can to be there.

And it’s free and I’m going to make it happen. And I think people get this wrong. They put out a webinar. They put out a workshop and it’s a good topic. It’s not a bad topic. It’s got pretty good messaging. But it’s like, would someone drop everything to be there? But if you put something out there that your audience is like, I’ll do whatever it takes to be there and has that extreme passionate desire to be there, then they’re going to make it happen. They will find a way to be there. So when someone says, oh, webinars don’t work, show up rate is low, live launches aren’t working, it’s like, no, the way you’re doing it is not working right now.

You need to get creative. You need to tap into the audience and what they want and align that and it will work. Because the concept of creating something that brings people together, allows you to teach, to connect, to build trust, to build authority, to provide value and lead them to your offer is always going to work. That concept has worked forever. Before the internet, that worked, right? People knocked on your doors and did presentations about their encyclopedia set. It’s always going to work. The way you do it has to evolve to continue to stand out. So just think about if you’re planning a live launch, if you are thinking about creating an experience or you have one that hasn’t been working as well as you’ve wanted it to, how can you create more desire around it?

What would you go to? What would you sign up for? What would you drop everything to show up live for even when you’re busy, even when you’re overwhelmed? And is your current strategy at that level? And of course, if you want help and support in brainstorming this, you can go to helpmystrategy.com. And any way that you work with us, you’re getting this support. You’re getting it through my team. Or if you’re a VIP client, you’re getting it directly from me. But also all of our clients have access to a monthly call with me where this can be your question.

You ask me this question and I’ll come up with something for you in four minutes because this is a superpower of mine and I love it. So helpmystrategy.com if you’re like, wow, that would make such a difference in my business. I mean, this client’s seen it. A third of a cost of leads, like we’re going to see sales through the roof. We saw a huge success on the thing we did last month. We’ve done this with our other client. We’ve also gotten strategic on text message reminders with our other client and just different things. You know, when you look at it and you’re like, okay, we want to improve the show up, right, of this of our live events, what are the factors and the strategies that are going to contribute to that? Those drive our actions. That’s how I look at marketing across the board. All right, everybody. Thank you so much for tuning in today and I’ll talk to you next time.