For anyone who watched my launch and thought... "How the heck did she do that?"
This is the Real
Behind-the-Scenes of the Viral Launch...
that Almost Didn't Launch.
A $37-$67 mini-course.
Over $700,000 in gross sales across two launches.
And a SAHM who never expected any of it.
I didn’t have a launch coach or a fancy funnel. I had a simple Stan Store page, somewhat of a plan, and an audience whose lead I kept following.
Now I’m finally opening up what happened, what I think worked, and what I would do differently.
This is the inside look at everything it took to pull off a $700K launch, from a stay-at-home mom who was honestly... winging a LOT of it.
If you’re like most creators watching other people launch...
Maybe you’ve built something you thought people needed... but getting anyone to buy it has been a different story. Or people keep asking how you do something, and you’re thinking, “Who am I to teach that?”
You only recently figured it out yourself.
You still have so much to learn.
And you’re assuming you need to know everything before you can teach anything. You watch other creators launch, but you’re only seeing what you happen to catch on stories or in your feed.
Your audience might be asking for what you already know, while you’re counting yourself out over everything you don’t.
So, where do people actually get stuck?
There are a few places people get stuck, and I’ve been in all of them.
STUCK SPOT #1:
You build it first, then go looking for buyers.
What happens:
Technically it could be a great product, but I’ve done that in the past, and it never worked for me.
Instead:
This time, my audience told me what they wanted.
STUCK SPOT #2:
You let imposter syndrome talk you out of it.
What happens:
I almost let imposter syndrome talk me out of giving it to them. I was about to teach something I’d learned only a few weeks earlier. Had I listened to that voice, I would have missed out on all of this.
Instead:
I leaned into what I DID have to teach. I didn’t need to teach cinematic editing or everything there was to know. People wanted my editing process.
STUCK SPOT #3:
You’re collecting pieces without the full picture.
What happens:
I felt like I was gathering a bunch of puzzle pieces and not knowing where they fit.
Instead:
Honestly, what would have helped me most was seeing somebody else’s launch timeline in true detail.
Because here's the truth...
A follower told me
“You’re not the professor.
You’re not the teacher.
You’re the tutor.”
They wanted a non-techy, stay-at-home mom who had just figured it out and was just a few steps ahead.
And trust me, I never pictured myself teaching editing.
What people want to learn from you might surprise you, too. It could be something you’re learning right now that they start asking about two months from now.
Because I didn’t need to know everything.
I just needed to show people what I knew.
So what does this mean for your launch?
The biggest thing I want you to walk away with is confidence, wherever you are in the process.
Confidence to
WAIT
If people aren’t asking you for a product yet, I want you to feel confident in waiting until that direction becomes clearer. You don’t have to rush to build something just because you’re watching everybody else launch.
Confidence to
BUILD
When you know what people are asking for, I want you to feel more confident building it. You’ll have my playbook to look at, see what went well for me, and think through what that could look like in your own business.
Confidence to
LAUNCH
And when you’re ready to launch, I want you to feel like you have a plan instead of feeling like you have to wing the whole thing.
Wait... who am I, and how in the world did this happen?
I’d finally come to a place where I felt peace that social media was just a matter of time for me.
The goal wasn’t just a bunch of views or going viral for the sake of my pride. It was building a community of people who shared my values.
I didn’t have to have a story to tell yet.
But I could bring people along while it was happening.
ICYMI, here's how it all unfolded...
Starting From Scratch
I had a six-episode series called Starting From Scratch, and people started asking how I edited my videos.
I didn’t have a plan for what to talk about after that series, so I thought, “Okay... I’ll answer the editing questions.” And that’s when everything changed.
Audience Asks
The first video exploded my page. This one was getting hundreds of thousands of views and bringing in thousands of followers.
I went on stories like, “Guys, what is happening? I am NOT the editing queen. Why is this so appealing to y’all?”
Build at Bedtime
When it was painfully obvious that people wanted to pay me to teach them more, it would have been silly for me not to lean into it.
As soon as the boys went down at night, I’d sit in my bed for a few hours and build it.
Launch it Scared
As the waitlist grew from several hundred people to a couple thousand, I thought, “Okay... I’d be really happy with a $20,000-$35,000 launch.”
By opening day, the waitlist was about 3,600 people.
I was sooooo scared.
And then this happened...
Launch 1
(Aug 21–27)
about
$300K
I expected people to get annoyed with all the sales stories. But the opposite happened: views skyrocketed and the audience kept growing. People told me it was like their favorite Netflix show.
Launch 2
(Sep 9–12)
about
$392K
Then the video of my husband went mega viral and brought thousands of new people to that waitlist. It grew to about 12,000 people practically overnight. I raised the price a little, keeping my word that it wouldn’t be $57 again, and opened for a short window.
I expected the product to sell.
I didn’t expect the launch itself to go viral.
I think one of the most powerful things was that people were bought into the story, instead of just needing the product. It became more than, “Oh, I need to learn how to edit.” It became, “I want to be a part of something bigger.”
And ever since, you guys have been asking how I did it.
So okay, y’all... I finally put all of it together, in one place.
Introducing...
My Non-Expert Launch
THE LIVE WORKSHOP + INTERACTIVE PLAYBOOK
I’m walking you through what actually happened, then opening up what I did, why I did it, and what I would change.
The live workshop walks through the what and when. The interactive playbook unpacks the how and why.
PART ONE:
The Live Workshop
Friday, November 13
11:00 am Central
9:00 am Pacific / 12:00 pm Eastern
What happens on the live workshop?
Think of it like getting the tea... straight from the person who lived it.
During the live workshop, I’m putting the whole timeline together into one story, including behind-the-scenes details I haven’t shared before. What was happening, what I was thinking, and how it unfolded from my perspective.
I want to keep it casual, feel the energy, and leave room to share things that come up in real time. I’ll dive into Hot Seat questions submitted beforehand, choosing the most common questions and the ones I think will be most helpful for everyone.
Can’t make it live? You’ll get unlimited access to the replay, so you can watch when it works for you and come back to anything you want to hear again.
PART TWO:
The Interactive Playbook
What's inside the playbook?
01
Prelaunch
Your sales page + product setup
I’ll show how I built my Stan Store sales page, the product format, where I uploaded it, and how I got it ready to sell.
Building in public
I’ll touch on what belonged in the product and unpack bringing my audience along for the build process.
02
Building a Waitlist
Make it worth joining
Before opening doors, my goal was to show why the waitlist was worth joining.
Build momentum
I’ll unpack making that next step appealing, repeating the message, and building momentum without treating it as one big complicated task.
03
During the Launch
Two goals for early access
Early access meant converting waitlist subscribers and growing the public-launch list.
Let your audience shape it
I’ll show how FAQs, buyer testimonials, and audience reactions shaped what I posted and emailed. I was honestly winging it... but I knew what I was trying to accomplish.
04
Pricing
$37 → $57 → $67:
I’ll explain the $37 early-access price, $57 public price, and $67 reopening price.
It started with what I promised while gauging interest, and keeping my word shaped every decision.
05
Email Strategy
More emails than felt comfortable
I sent more emails than I was comfortable with, and I don’t regret it. I’ll unpack my email cadence, why I kept showing up, and how other people’s feedback and experiences helped sell for me.
06
Tech Stack
Stan Store, ManyChat, Zapier, Flodesk, Notion, and Canva
I'm showing how I connected interest, purchase, and delivery.
07
Post Launch
What I’d prepare next time
I’ll share what could have run more smoothly, where I needed support, and what I would have prepared so buyers felt supported and we had fewer customer service issues.
08
Your Launch Plan
Your decisions beside mine
Each section has notes space and places beside my decisions to write yours. You don’t need every answer yet; make notes and return as things become clearer.
AND YES...
I’m adding a few extras
to make sure nothing gets missed:
Bonus: The Receipts
VALUE $97
If you’re nosy about the numbers... this is for you.
See waitlist screenshots, sales numbers, and analytics alongside the story, so you can follow what was happening.
Bonus: Submit Your Hot Seat Question
VALUE $197
What do you want me to unpack more?
Submit before the workshop and I’ll choose the most common questions and those most helpful for everyone. I won’t answer every submission, but your questions help shape the live.
Bonus: The Non-Techy Tech Stack
VALUE $47
See the tools I used and how they connected.
I’ll show the setup so the marketing, checkout, and delivery pieces make more sense. There are other ways to accomplish this; tools have separate fees if you choose my setup.
Bonus: Future Playbook Updates Included Free
PRICELESS
If I add lessons or improve this playbook later, you’ll get those updates at no extra cost.
If you purchased my Non-Techy Edits early on, you've already seen how much you've already gotten after the purchase.
What will I walk away with?
BY THE END, YOU’LL...
See every launch phase’s goal. You'll understand how I gave each phase a clear goal, starting with making the waitlist worth joining. Early access had two goals: convert the early list and build the public list.
Know what to send. You'll understand what I emailed, how often, and why, including how I used other people’s feedback to help sell for me.
Price with confidence. You'll understand why I chose my early-access, public, and reopening prices, including what I’d promised my audience.
Connect your tools. You'll understand how my tools worked together, from collecting interest to checkout and delivery.
Be ready for the sales. You'll see what I wish I’d prepared for after the sales came in.
You can see what I chose and why, then start thinking through your own decisions in the notes and planning spaces.
My Non-Expert Launch
Live Workshop
VALUE $497
Interactive Playbook (8 Sections)
VALUE $297
Your launch plan (notes and planning spaces)
VALUE $147
Unlimited replay + Q&A
VALUE $97
Bonus: The Receipts
VALUE $97
Bonus: Submit Your Hotseat Question
VALUE $197
Bonus: The Non-Techy Tech Stack
VALUE $47
Bonus: Future Playbook Updates Included
Priceless
Total Value: $1,397.00
Get everything included for:
Regular Price: $117.00
Early-Bird Price*
Only $87
*Early-Bird Price Expires in:
No product yet?
That's OK!
No! You don’t need a finished product or even a product idea. You can learn from my experience while you’re exploring, and there’s room to take notes and come back as your direction gets clearer.
And if you’re thinking, “Okay... but I don’t even know what my product would be,” keep an eye out: a late bonus, What Would I Even Sell?, is announced Friday, November 6, and earlier buyers receive it too.
You don’t have to rush to build something just because you want something to sell.
Get the Early-Bird Price for a Limited Time*
only $87
*Early-Bird Price Expires in:
You've Got Questions?
No problem, I have answers:
What if I can’t make the live?
You’ll get unlimited access to the workshop replay once it’s available. Watch when it works for you and come back to anything you want to hear again.
Is this a course on how to launch?
I’m not a launch coach, and I’ve only done this successfully one time. This is a behind-the-scenes look at what I did, why I did it, what I think worked, and what I’d change, so you can think through what makes sense for your own business.
Is this for me if I’m just getting started?
Yes! Even if you don’t know what you’d sell, or whether you want to sell a digital product at all, you can see what the process looked like for me. My goal is to help you avoid some trial and error, and honestly some heartache, by sharing what I learned and would do differently.
How techy is this? What tools do I need?
I’ll show the tools I used and how I connected them. There are other ways to accomplish what I did, so you don’t have to choose the same setup. If you use my tech stack, the tools have their own costs, separate from this purchase.
How long do I have access?
You’ll have lifetime access to the interactive playbook and unlimited workshop replay access once it’s available. New lessons or improvements to this playbook are included free.
When do I get access?
You get immediate access to the interactive playbook after purchase. The live workshop is [November 13 or 16] at 11am CT (9am PT / 12pm ET), and the replay will be available afterward.
When is the Hot Seat deadline?
Want to submit a question for the live? Send it by [date, a few days before the live]. I’ll choose the most common questions and those I think will help everyone most.
Can I get a refund?
Because this is a digital product with immediate access, all sales are final and nonrefundable. If you experience any issues accessing your materials, email [email protected] and I’ll be happy to help! [Terms & Conditions link]
Get the Early-Bird Price for a Limited Time*
only $87
*Early-Bird Price Expires in:
Closing thoughts from Jessica
My goal from day one has been to make an impact.
I’m open about learning as I go, but I also believe I have a lot to share about business and social media. My hope is that sharing this part of my story helps you show up more as yourself and feel confident in what you feel called to do.
No more watching everybody else launch and wondering how they did it.
No more counting yourself out over everything you don’t know yet.
No more gathering puzzle pieces and not knowing where they fit.
Maybe that means creating a digital product you’re passionate about, something that helps another person or teaches them a skill. Then they take what they’ve learned and help someone else. That’s the ripple effect I want to be part of... people using the skills God has given them to better the world around them.
I want you to feel more confident showing up as yourself and using what God has given you to help somebody else.
See you inside! xo, Jessica
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