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In this episode, I’m sharing the behind-the-scenes of my own thinking as I’ve been mapping out what the rest of our year’s marketing looks like.

For the last couple of weeks, I’ve been going back and forth. Do we do a different live launch? A fresh training? A new workshop? Something completely new?

We’ve had things that have worked really well this year, and I don’t want to take away from that foundation.

So I’m walking you through what we’re NOT doing, what we’re doubling down on, and how we’re planning to create some fresh buzz, energy, and urgency to finish the year strong.

I’m also sharing the AI experience I’m building for our clients and a personal content goal I’ve set for myself this quarter.

Key Takeaways

• Why more offers will make you less money in Q4
• You shouldn’t wait until January to go all in
• Weekly webinars, AI-proof offers, and what’s working right now

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

You do need to really sit down and think about where your ideal customer’s at, what they’re going through, what they’re attracted to, what they want, and create something around that What has worked this year? What has gotten momentum? Something that you already have the foundation, you already have the systems, you already have the messaging, you already have all of the assets. And if you bring in something fresh, you are able to create a surge. Let’s not reinvent the wheel. Let’s take the things that we know have worked and have resonated this year. Let’s build on top of them, and let’s create some fresh buzz and energy and urgency with that.

Embodied CEOs don’t chase trends. They pave the way they lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission.

Hello, everybody. Welcome back to the podcast. I hope you guys are having an incredible week. I I just saw this, this reel that was, like, this guy in a car, and he’s like, “Do you ever just get the feeling that you’re like, ‘We are so back?'” That’s how I feel today. I don’t know. The… This weekend was tough for me with my kids.

I do not know what is going on, but two of my kids, my six-year-old and my nine-year-old, they just kill each other. They are, like, at each other’s throats 90% of the day, and it Makes me go insane. I love them so much, and they sometimes have moments where they play so sweet together. And the rest of the time is just, like, nonstop, and it’s turning into

Parents, you’ll get this. Like, they’re bigger now, so I can’t just, like, pick them up and remove them from the situation. So if they get into this escalated thing where they start kicking each other or pushing each other, it’s like, they’re big. My daughter is nine years old. I can’t just pick her up and move her like I could when she was, like, five, you know? So I love my weekends with my kids, but then also I’m like, “I cannot wait to go back to work tomorrow and get a break from you guys, because you’re insane.” So today I feel a little better. And then of course, like, the reality of that is that I feel guilty for feeling that way at the end of the day, and I’m like, “Did I, you know, was I patient enough?”

And, “Am I gonna miss these days?” You guys know. Like, that’s just, that’s just the reality. I am super excited though, and so grateful. My birthday is soon. October is the best month, ’cause it’s my birthday month, and I have been wanting to take my oldest on a trip, just him and I, for a long time, and it just hasn’t worked in scheduling.

And I decided last minute, like, literally last week, I’m like, “We’re gonna go to Costa Rica.” And so I booked a trip right after my birthday to take him to Costa Rica, and he has no idea. So I’m going to, the day before, like, the afternoon before, I’m gonna go in and just be like, “Hey, what are you doing tomorrow?”

And then be like, “Well, pack your bags, ’cause we’re leaving at 7:00 AM for Costa Rica.” And he’s gonna be so excited. He, that’s where he wants to go. It was f- for his 10th birthday I said I would take them, when they turned 10, on a solo trip. He’s now 11. So been a little behind. it just hasn’t worked to go just him and I on a trip, and so I’m like, “We’re gonna do it.”

And that’s kinda my, my birthday present, but get to go on a trip with him. And I live for that, you guys. I live for spur of the moment things. It makes me feel so alive, and just so, I don’t know. So alive. It makes my soul feel so alive to be able to just last minute be like, “You know what? I feel like going to Costa Rica and being in the jungle, and I’m gonna book this trip.”

And then being able to create experiences for my kids. So anyways I have been deep in AI still. Very, very deep. I had to literally this weekend stop myself from working on AI. And because it has become a problem. I have a problem. And not a problem that’s like, “Ugh” Not fixable, but I gotta set some boundaries because the way that I work with this AI is I talk to it, I text with it.

And so I don’t have email on my phone, I don’t have Slack on my phone, but I have text messages on my phone, and it is so easy to get just sucked into this conversation with this AI ’cause I’m building stuff, and I start building something and I’m like, “I’ll just tell it a few things.” And then it’s like all of a sudden 30 minutes goes by and I’m going back and forth with this thing trying to get it to where I want it to be.

And then I’ll come up with a new idea, and then I’ll voice note it. And this weekend I was like, “You have to stop,” because it was like Friday night that my kids, they get an hour of TV on Fridays, and that whole time I took a bath And I told my husband I would get out and go hang out with him while the kids are still doing movie night.

And then I ended up in the bath the whole time, and I was like, “Guess what I was doing?” I’m like, “I wasn’t scrolling. I was talking to AI.” So the rest of the weekend, I was like, “No more. No more. You gotta take a break.” And I feel really fresh from that. But with that, I am doing something really cool. And probably because I took a break from AI and my brain had some space to think, I came up with something really amazing that we’re doing.

So I wanna share it here, and then we’re gonna get into to- today’s episode, which I thought I would give you an overview of what, for our company, we are stopping and not focusing on, and what we are going, you know, double down on in quarter four, just to finish the year off strong. This is definitely, like, personal to my company.

You can take or leave some of the suggestions because it will be definitely what’s right for us based on this year and how things have gone. But that’s what I wanna get into today. Before I do that, as you guys know, because I’ve talked about it a ton on the podcast, in the last podcast episode, I talked about kind of the future of digital products, digital services turning into a software or done-for-you implementation.

And I mean, I truly see so many people having to change their offers and make adjustments either in the actual offer itself, in the delivery of the offer, or the systems in the back end of the offer. Like, one thing that I’ve had to do a lot is improve our systems so our team has better systems to be able to deliver an offer in a more streamlined way, which then costs me less, which then I can charge less, which then I can create this kind of machine.

So there’s all different ways that you may have to change your offer, and I do truly believe that founders and CEOs right now should be spending majority of their free time working on that. Because I said this to my husband this weekend after I was like, “Sorry I played with AI for a whole hour instead of hanging out with you.”

I was like, “It feels like I have to rebuild my company.” Not have to, but, but there’s, like, this opportunity, and there’s, like, all these ideas and new things that I couldn’t do before that I can do now. And not even just for our offers, but for our internal systems. Literally from our marketing to my podcast to delivery to operations.

Like, every single area is getting worked on and improved. And so anyways, I was like, “How could I bring this to our clients?” And even on the last podcast episode, I was like, “There’s something I wanna do, but I don’t know exactly what it is yet.” Well, I figured it out. I’m gonna do a 30-day live cohort.

Basically, every week it’s broken into four phases, essentially, where you go through And you pull out your unique magic, like what AI cannot do. And you either add this into your existing offer, rebuild or create a new offer, or it’s for the backend systems of your offer. Like you’re a service and you have to figure out how to deliver it in a more streamlined way.

So you pull out your magic and you create essentially AI within your offer. And taking everything that I’ve been doing internally and teach it to you guys, show it to you guys, teach it to you guys, give me all… Get… I mean, I have spent so many hours in the last 30 days on this, so give you that information.

I’m gonna do a 30-day live cohort. It’ll be four steps, so it’ll kind of… Each step will have a, I guess you’d call it homework, but, you know, things for you to do, kinda… I’m gonna make it interactive, and then a live call with me. Now, here’s the thing, I’m giving this to all of our clients. I don’t wanna sell another offer.

That actually goes into what I’m not doing this quarter. I don’t wanna create a new offer. I, I wanna help our existing clients do this for their offers. So this will either be to create a new offer, improve your existing offer, or improve the systems behind your offer, or add certain tools or elements to your offer and, and essentially taking…

What I’m really good at is going, “Here’s the end result. Here’s all the steps you need to take to get there.” So breaking down the steps and, and doing it live, implementing it during this 30 days so that by the end of 30 days you have basically an AI-proof offer. And you actually carved out the time as a CEO to m- create the vision, create the foundation for this.

I’ll tell you how I’m doing it, the tools, all the things, and the step-by-step. We’ll go through the phases. We’ll build it out for your business. It’s for existing clients, so if you already are an Activate, a Scale, an Elite, or a VIP client, you get access. We’re gonna do this live in a cohort. So I’m gonna actually go on Zoom and go live, and then we’ll probably do some sort of Telegram group or some sort of community.

Everybody in our existing offers will say, “Yes, I wanna participate,” you get put into the experience. And so also if you have considered working with us, this will be free. In addition to everything we do for you, which we have different levels. Activate, we build your sales page and you launch your offer without paid ads.

Scale, we build your entire system, so your lead gen funnel, your live launch funnel, your sales page, all of your ads, load your ads, targeting, all of that. And then of course Elite and VIP is our full done for you where we do everything. So if you’ve considered it, now for the month of November you get to be a part of this free experience with me.

It’s gonna be so good because I truly feel I have so much value to bring in the, in the things I’ve done in my own company that I w- I just sat thinking this weekend, like, how can I, how can I help businesses with this? And, you know, I, I was like, it’s not a new offer. I don’t wanna teach this. I don’t wanna be an AI expert.

I really don’t. But I think when it comes to marketing and having an offer that is positioned for speed and ease, meaning it gets your ideal customer a result as fast and easy as possible, that is so important today. Everyone, everyone has to re-look at their offer. There is not one business that doesn’t, whether it’s the way your offer is positioned, whether it’s the offer itself, whether it’s tools and components to your offer, whether it’s the entire offer or systems you build on the backend because you have a done-for-you offer.

So all of that we’re gonna rebuild and map it out and build it and AI-proof your offer for the month of November And guess what? You do that, and now you have a reason to go do a new marketing campaign and get a bunch of sales. So if you have thought about working with us, like, this is the best time of the entire year to go do it.

You can go to helpmystrategy.com, book a call. We’ll figure out what offer is right for you. We’ll audit your business. We’ll look at everything. We are limiting this to only 20 new clients. So I’m gonna give all my existing clients priority. They’re gonna say, “Yes, I wanna participate in this and sign up.”

Only 20 new clients. And so we already have a ton of leads in our pipeline that are gonna jump on this. Seriously, if you have considered working with us, this is the best thing I’ve done all year. Jump on that. And I’m super excited ’cause I f- I feel I can bring so much value to you guys. And I’ve been…

This has been coming up a lot in my mastermind, and so I keep on thinking, like, “How can I bring this to people?” Okay. With that said, I have my notes for today ’cause I actually wanted to think on this. And what I wanna talk about is for quarter four in my business, what are we stopping and what are we focusing on?

What are we going all in on? And so here’s the thing. With my business this year, we’ve had a really good year, which I’m so grateful for. a couple of things that really worked well for us is actually o- overhauling and relaunching our offers at the beginning of the year into implementation offers versus information.

Less of a program, less of a digital product, and more of done for you. That has done well. I think this is the first year ever that I have made no changes to my offers after launching them. So That worked really well for us. Combining that with the weekly webinar strategy, the live weekly webinar, as well as quarterly launches, a live challenge, something we reinvite the list.

And so all of that has done super well. And so based on that, when I look at quarter four, I actually did a huge planning session. I shared it on here kinda my process. And I, and I really was like, “What we need to avoid doing and be careful not to do is adding more,” is actually a new initiative, a, a different launch or, you know, a new product.

Like, I thought about this AI. I was like, “I can make this 30-day thing a product that I sell, and probably you know, capitalize on it and get clients in, and then up-level them to our offers.” That’s an opportunity. I could do that. But what we need to make sure we do not do right now is too much new things that takes away from what we know is already working.

So I say that because I’m in a position where we have things that have worked really well this year. If you’re not in that position, you might have to do more refinement. So what we’re stopping, what we are intentionally not doing for Q4 is big overhauls, like an overhaul to my webinar or an overhaul to our free challenge launch an overhaul to offers.

I’m avoiding that. And trust me, a- as a CEO and then a visionary, like I have those thoughts because you get in your head and you’re like, “We should do something crazy. We need to do something crazy, something new.” And I think that’s where my next thing, which is bringing something fresh to what you’re already doing to create buzz, to create excitement, but not take away from the foundation, which is exactly what I’m doing with this 30-day bonus, is I’m gonna pour into that.

It is free for all of our clients, and I’m gonna show up live every week. Like, and it will take a significant amount of my time, but it’s allowing me to create freshness and then a higher energy around our offers while not changing the foundation at all. Because we have a locked-in, dialed-in process when it comes to delivering and what our actual offers are.

So what we’re stopping is big overhauls or too many new projects. Even in the delivery side, like I am such in a phase of not overhauling something, not doing something brand new, not too many new projects. But how do we improve every single part of what we already have and what is already working? And a lot of that is AI and bringing that in.

And so what we’re betting on in quarter four, what I’m focused on, is first freshness to something that is already working. And so what that’s gonna look like for me is this bonus, which will finish out October, and then probably something for Black Friday, some sort of… I haven’t actually decided yet. I should decide, but bad practice.

I haven’t gotten there yet. But something for Black Friday and then something for end of the year. And so at the end of the year and in quarter four, it is an opportunity to say, “What has worked this year? Like, what has gotten momentum? What has worked? What has a solid enough foundation that you could either build on top of it or you could bring some sort of fresh energy to it with a bonus, with a form of urgency, limited spots, doors closing, discount?”

Something that you already have the foundation, you already have the systems, you already have the messaging, you already have all of the assets. And if you bring in something fresh, you are able to create a surge. And what this does is in quarter four, now we’re able to capitalize on the leads, the audience, and the warm buckets of traffic that you have hopefully worked all year to build.

And I really do think that that leads to some of your biggest months, like finishing the year off strong I do not think that you have to go into this, and I’ve talked about this on the podcast, but I don’t think you have to go into this last few months of the year going, “Oh, it’s the holidays and people aren’t gonna buy,” da, da, da.

It’s like, how do we make this our biggest quarter yet? How do we finish this year so strong? And it is really powerful doing that by going, let’s, let’s not reinvent the wheel. Let’s take the things that we know have worked and have resonated this year. Let’s build on top of them, and let’s create some fresh buzz and energy and urgency with that.

And that can look like a really cool bonus. That could also look like end of the year messaging, right? Why should someone sign up and buy from you, buy your offer, sign up for your service at the end of the year? What are the reasons? What would you tell someone who’s like, “I don’t know, do I sign up for this now or do I wait until the new year?”

What’s the reason? What’s the messaging behind it? What are the objections they’re gonna have that you can offset and say, “Hey, lock it in now. Here’s why you wanna get started, ’cause we’re gonna do this, this, and this by the end of the year,” or, “Lock it in now. Delay your start till January, but work on this between now and the end of the year,” or whatever it is.

You gotta meet your customer and your ideal customer where they’re at. But how do you take what’s working, build on top of it, and create fresh energy around it? What that does is it’s not you reinventing the wheel on a whole different system or, you know, something brand new, which takes a lot. It’s usually a brand-new, you know, sales page, assets, different marketing angles.

It’s not proven yet. You don’t know if it’s gonna convert. different delivery systems and backend processes. That, we underestimate the toll that that takes on a business, and entrepreneurs often will come up with a great idea and then pull resources from places that they shouldn’t be. And it’s like, if we just…

You know, ’cause I thought about this. Like, let me actually show you the behind-the-scenes of my own thinking. For the last week and a half, I have been sitting on this decision of like, I don’t need to, but I want to decide what the rest of our year’s marketing looks like. And I have a, I have my team supporting me, but I, I play a part in our promo calendar and, and in the strategy, obviously, ’cause I love marketing.

And I could not decide. Like, we actually went, like, two weeks between the challenge and this last week where we didn’t do anything but the podcast, ’cause I was just like We got our weekly webinar going. It works. It brings in consistent calls every single week. We just did a launch. I don’t know what I wanna promote.

You know, it’s not something new. I went through the thought process of, do I do a different live launch? Do I do a fresh training and a different webinar and a different workshop? And that would require a whole new funnel, different messaging, all these different components. And I sat with that, and I just…

Like, it wasn’t feeling right until today. I decided on the bonus, and that this idea came to me. And, and it’s a combination of thinking about what is gonna serve your ideal customer the most while be the most strategic move for the business. And it can be really easy to think that you need some whole fresh from square one idea.

And some of you might. That’s the thing. Some of you might. That’s why you gotta take this with a grain of salt. This is my business that I’m sharing, so you gotta, you gotta think, do you have something that worked this year that you can build on top of or not? And if you don’t, maybe you do need a fresh idea.

Maybe you do need to really sit down and think about where your ideal customer’s at, what they’re going through, what they’re attracted to, what they want, and create something around that And so what we’re also betting on, so fresh ideas to give existing strategy a boost, going doubling down on what is working and how can we boost that?

How can we get more traffic to that, more leads, more sales? Also going through, you know, we have… This happens a lot at the end of the year. You’re like, “Okay, I have all these leads this year that have taken steps in my customer journey. They’ve booked a call, they didn’t show up, they didn’t end up buying, or they signed up for something but they didn’t end up booking.”

How do you go in and scoop as many of those as you can? Keep doing the new stuff, keep getting the new leads, but a lot of money is made in, in like coming in and going, all these people who have taken some actions, they’ve, you know, s- expressed some sort of interest, they’re in your world, they’ve been nurtured by you, they’ve been hanging out.

How do you come in and do something epic that you can scoop all those? That’s what we’re focusing on. End of the year messaging. So for me, at the end of the year when I l- think about our company, right, some people, for their marketing, get into a space where they’re like, “I’ll just wait for the new year.”

how do I meet a business owner in that space of saying, “No, you, you c- you can’t afford to wait till the new year”? And this is the truth, right? But I gotta call this out. You cannot afford to wait till the new year because everything you do October, November, December is going to not only dictate your numbers for the rest of the year, which why would you settle and say, “I’ll just wait.

I’ll just take the f- my foot off the gas”? But also it is going to dictate q- quarter one success because the traffic and the leads that you build in quarter four, it’s delayed, right? Those are a lot of your sales and your buyers going into quarter one. So we need a good strategy that’s not only gonna make you sales right now, give you your biggest months to end the year strong, but also build the leads and build the traffic that’s gonna buy in quarter one.

And in some cases, as we get to the end of the year, what we do is we say, “Hey, look, let’s build your s- let’s get your strategy all mapped out, and then we can start in January if you want the last few weeks of the year off.” So you gotta meet your customer where they are at. And then the last thing that I’m doing, this is a quarter goal for me you guys know that this whole year content has been a huge focus.

So since April, I’ve went all in. I’ve invested quite a lot in content and media. I’m learning a lot. We have a lot that doesn’t do well, that flops. We have a lot that does do well, some viral posts. We’ve grown a lot and I see it as a long game. Talked about that on the podcast a lot. But I truthfully feel that I’m still not very good at short form content, like face to camera videos talking head, whatever you wanna call them.

I feel like I am not very good at them. I think because it’s so ingrained in me recording a podcast, which is longer form content where you can kinda list out the, the things and go not in loops, but kind of recap, and it’s just, it’s longer form content. It’s very different than a one-minute social media video that has to be valuable, come across as organic and casual, connect, get someone to stop the scroll and keep their attention for one minute.

I feel that I’m not very good at them, okay? You might look at me and think that I am. I feel like I’m not. When I compare myself to other creators out there like Jesse Jean, like people who have really blown up with yapping videos, talking head videos, I think I’m pretty bad at them still. And so I set this quarterly goal of we’re gonna do a 30-day series.

Maybe it’ll go longer, but at least 30 days And I have to record a face-to-camera video every single day. and some of them are probably gonna flop. They’re probably gonna suck. I don’t really care about the results. I am doing it because I know at the end of the 30 days, I’ll be better. I’ll be better at recording face-to-camera videos, better at doing that on my own.

So we’re doing a series what is the, what is my hook? It’s, you know, day one or day whatever of proving that I’m not as put together as a mom of three and w- and founder of multiple seven-figure business. And really, what we’re trying to do, what I wanna do is, like, humanize myself. Let me show you the behind the scenes of, like, the flops, the struggles, the mindset, the things that don’t go right.

Like, things that I do that, you know, are very human, but you don’t see because social media is often the highlight reel. I don’t know. I don’t know how it’s gonna do. We’ll see. I think today is the first day we’re gonna post one. And I’m recording them super easy in my car after I go to the gym. That’s something I do six days a week, so I’ll have to figure out the last day, but in my car after I go to the gym on my own.

I’m just recording them, giving them to Haley. She’s editing them, and we’re posting them 30 days straight. I will not miss a day, and I’m doing it because, yes, I do think the series has potential to take off. I think series do really well on social media, but I’m doing it mostly because it will make me better at that type of content, and I feel I’m not very good at it right now.

So that’s another thing in quarter four that was a goal for me and for our social to test it out and to improve that form of content for me ’cause I don’t know you guys, but it is not easy. Like, I really struggle with talking head videos that come across as natural ’cause I get into my podcast tone.

I, I think it’s because I’ve podcasted for eight years, and it’s so ingrained in me. And, like, ad videos, they’re different than those organic talking head videos. So follow my Instagram for the series. Should be fun. I’m sure I’ll, I’ll flop, you know, some of the videos. We’ll see, but that is what we’re focusing on this quarter.

So hopefully you guys found this helpful. And you can also see, you know, when I teach, I’m also implementing what I teach. So everything I said on here that we’re doing, you see it live in my marketing strategy, and you see it working. I, I know that, this 30-day experience is gonna be really incredible for our clients, and it, it is so simple.

It comes down to what is the thing that is gonna serve your ideal customer the most, that makes working with you such a no-brainer that they run to the opportunity. And that’s what I hope this 30-day AI-proof experience does for you guys, because on top of that, you know, we’re doing all the marketing.

We’re doing the funnels, the ads, the full implementation. So it’s like by the end of the year, you have AI-proofed offer with live ads growing your list, a live launch. You could combine the two. You could AI-proof your offer in November, and you could do a live launch in December to the new offer or to the refreshed offer.

Every time you do something like that, it’s just an excuse to be able to go to your audience and do a big boost in sales, which is what I talked about on the episode. So definitely go book a call, helpmystrategy.com if you’re considering, because, I think this will be the best thing that I do all year with you guys, and I’ve put in a lot of work the last month on building, and I’m very excited to get to teach it to you guys.

So alright, everybody, have a wonderful rest of your day, and I will talk to you guys next week.