Hands up if launching makes you feel a little uncomfortable…

Let’s check in and look at how it is you are launching. Are you doing it consciously? Sustainably? Maybe completely unaligned? 

If launching gives you the ick, you are in for a treat. On this week's podcast episode I am joined by the amazing Tash Corbin to talk all things launching. But more importantly, launching intentionally, consciously and sustainably. 

You are going to love this conversation that is going to challenge the traditional car sales approach. 

Let’s dive into a new way of launching a new offer in your business!

If you LOVED the episode, make sure you share this on your Instagram stories and tag me @essential.shift and @tashcorbin. 

✨ Want to build a sustainable, burn out free business? GET THE FREE GUIDE ✨

KEY EPISODE TAKEAWAYS 

• How the traditional way of launching is not necessarily consensual 

• The problem with toxic marketing and toxic sales culture

• How you can do business away from a hierarchical (e.g. patriarchal) approach

• How to launch in a way that is conscious and consent based

• Why a launch plan will help you stay committed 

SHOW RESOURCES 

• Check out TASH’S website - HERE

• FOLLOW Tash on INSTAGRAM - HERE

• CHECK out TASH’S Launch Basics - HERE 

• Download the FREE guide to building business foundations and say no to burn out - HERE

• BUILD the business FOUNDATIONS now - HERE

• FOLLOW me on INSTAGRAM - HERE

• FREE tools and guides to support your journey - HERE 

• CHECK out the blog for this episode (uploaded every Thursday) - HERE

• Join the FREE FACEBOOK COMMUNITY - HERE

• Find out more about how to WORK WITH ME - HERE

If you like this episode, don't forget to share it to your Instagram stories and tag me @essential.shift.  

Bless it be. 

With love, Laetitia! 

ABOUT THE GUEST

Tash Corbin is a marketing and business growth specialist, dog lover and mentor who serves with heart and soul. Tash has been obsessed with business for a long time. Her very first business started at 8 years old, and involved crushing up pyrite and selling it as glitter. 

Her love affair with business and marketing only grew from there. Now, she is a total business GEEK. Tash’s clients create epic business success because she helps them create and scale up their business that is aligned to them AND their ideal clients… one that is profitable and sustainable.

PODCAST TRANSCRIPT

Laetitia Andrac  0:48  
 Hello, Tash. I am so excited to welcome you on the essential shift podcast.

Tash Corbin  4:04  
Thank you so much for having me.

Laetitia Andrac  4:06  
Oh, my gosh, I missed you. It's so nice to see you. So Tasha can you share with our listener who you are as a human being so anything you'd like to share around your astrology blueprint, human design, blueprint, whatever comes to your heart, just share it

Tash Corbin  4:22  
lovely. Yeah, so in human design, I'm a manifesting generator. And that doesn't surprise me when I learned a little bit about what many missing generators are. I'm a Pisces in astrology and very emotional I'm definitely a very emotional person. And I don't wear my heart on my sleeve. I wear my heart like right in the middle of my face. That is how I would describe myself in terms of my design. Yeah, yeah. I'm also in Myers Briggs. I'm an ENFP. And I think fits perfectly as well. Like I'm an extrovert. I'm 29 out of 30 on the extrovert scale, and I definitely make a lot of decisions with my feelings.

Laetitia Andrac  5:06  
Yes, this is a Pisces sun right is really intuitive and into the feeling. It's beautiful. And I'm not surprised that your Pisces is true. We didn't speak about astrology when we met but mg and Pisces. Yep, stash Gong. Welcome so Tasha, you have an amazing business and you support other business owner in intentional marketing in doing things in a way that is Heartland which is definitely aligned with your heart. So can you share with our listeners, like what's intentional marketing before we get into it?

Tash Corbin  5:42  
Yeah, absolutely. So something that I found very frustrating when I first started my business 10 years ago, was that a lot of the marketing strategies that I was being taught felt off in something felt wrong. And there were just things like if you are on a sales call with someone and they're Yes, you must get their credit card details on the phone, don't let them leave. Or if someone says no to something, it just means that you still need to convince them or you know, there was just all of these things that to me, it felt like it wasn't consent based, like I didn't actually have that person's permission to be so aggressive. It wasn't heart centered, and it wasn't the way that I wanted to be treated in the sales process. And so I set about ensuring that I was still creating the same conversion and the same success and the same sales. But I wanted to do it in a way that felt like it was deeply connected and heart LED. And I was intentional about every part of my sales process and strategy. Because the other thing that I found was even people that I really respected and admired who I would have thought if we had had a conversation about that they would be like oh yes, like, I definitely want to be heart based in my selling Oh, I wouldn't ever use toxic marketing or, you know, psychological trickery on people. That's gross, but they were actually using it but they didn't realize there wasn't any unpacking of Well, why is it that the person who taught you how to run webinars tells you to do it that way. Why is it that when you are writing an email, you're supposed to write it in that way or a sales page or you're supposed to have this order of conversation in a sales conversation. A lot of people were just following other people's marketing approaches and assuming Well, if that person does it, there must be nothing wrong with it. And so yeah, that's really where it all came from. And 10 years later, I now support other people to embrace that intentional and heart based marketing approach.

Laetitia Andrac  7:56  
Yes, and I love what you said, because this is, again, in this podcast. We're all about permission to do it in our own way. And it's exactly what you did. It's like well, like I'm not going to be you know, the white sheep following everyone and doing it in the way I'm actually going to be the black sheep shaking the thing and doing it differently and I have exactly the same experience of you know, seeing others telling you how you need to do the thing, but I'm an Aquarius. As you know, I'm very rebel. So I'm like no, I'm actually going to do it completely differently and I'm going to prove your point wrong. And definitely this sign the contract on the call get the payment on the call. It's really like car sales approach like very McLean, like, get the contract now. Is this is like today, you get 10% off your car, all of that, unlike we are not selling cars. We are not in a car dealership. We're in a place where we really want to impact others and give them back the power to make an informed decision. Right?

Tash Corbin  8:57  
Absolutely. And like I've even seen someone who teaches sales strategies that are quite harsh and toxic. Say it's okay. If you make someone feel uncomfortable during the sales process because when they buy from you they'll feel better, but that's exactly what's wrong with it right like is that regardless of whether someone buys from me or not, I want them to feel like speaking to me was a good use of their time. I want to feel like coming to my webinar was a really powerful investment of their time, and they have strategies to move forward regardless of whether they buy from me or not. And I think sometimes we can tend to fall into that trap of we'll only focus on the people that buy from you because that's the people that you're going to have the most impact on and therefore they're the people who count the most. But actually for me that's that's not true. Like all humans. Count and all humans are whole humans and convincing someone that there's something wrong with them or they're broken, and I'm better than them and I've got it all figured out. So therefore they must buy from me. It's just not in my nature. And that's not how I visualize I'm very visual person, my relationship with people in my audience and even my relationship with my mentors. I see us all on the same level. We're all human beings. This isn't a hierarchy. That's a patriarchal structure. And so if I want to embody the way that I see the world and the marketing that I would like to experience and receive, then I need to view it through that lens of there's nothing wrong with you. I say to my customers all the time in a patriarchal structure. You can never buy from your customers because you have to stay on top. But in my model of business like I have someone who did my website, but I'm their mentor, right? We buy from each other because I have skills in marketing and she has skills in website development. Why wouldn't we buy from each other? And we can when we see things in this very flat structure and accept that some people have skills in one area and some people have skills in another area that doesn't make anyone better than anyone else.

Laetitia Andrac  11:11  
I love that you said that. And on this podcast, I always welcome people from my community who I buy from and they buy from me so for instance, Maria was to post my content marketing she's actually been a client of mine as well and you know, Janine we did my website she's, you know, I, I am her mentor as well. It's just like, I think when we met we sash were like, Oh my gosh, we are, you know, sharing the same value and doing it in a different way. But this is what's beautiful. About your TASH is you're really standing your ground. Yeah, and you're such a magnet in this way. I yeah, if you don't know TASH like wheelchair, everything at the end of the podcast, as we always do, but I am a huge fan of her work and when I met you in person, I was like, I actually know someone and then I realized that you had a big community which I was part of without knowing I was part of it. But yeah, I love that and thank you for sharing this permission to destroy this year article Patreon article model of doing business we are here to share with you that what you can do with business in a way that is a living organisms that is cyclical that is we support one another you know there is no position like you no more I no less all of that we all know what is needed for someone else. I love it. Yeah. So let's talk a bit about how do we launch them in this way. Because I teach my client a way of launching which is cyclical, so aligning with the cycle of the moon and aligning with their own energy and all of that so, but to teach away also to launch that is very conceptual and very intentional. So can you share just a little bit with our listener just enough for them to be like, I need to explore more flash words.

Tash Corbin  13:02  
Yeah, absolutely. So the first thing it's actually might sound a bit odd like it doesn't feel related, but it absolutely is. The first thing is to stand in your confidence in the value that you have to offer and the value of what it is that you're selling in your launch. What a lot of people they when they think about selling a group program, they put themselves in this position of feeling like they need to beg people to buy it or, you know, this is where trickery comes from. Right? It actually comes from the fear that if people really knew what it was, or if people had all the information, maybe they wouldn't buy it. And so step one is actually to remind yourself that the thing you are launching is absolutely valuable. And for the right person, it will deeply facilitate a transformation that is a value to them. And if you can't sit in that if you if that feels really challenging for you, then that's where I would start is actually creating that proof for yourself creating that confidence for yourself. So it may stem from that you have some people who haven't finished your program or the thing that you created, you're not sure whether it actually gets the results or not. Well, let's focus on creating that proof and collect that evidence that this is something that's deeply transformational. So that would be step one. Step two, is to then set the intention and this is what I do that everyone participating in your launch is going to enjoy the process and feel like it was a valuable use of their time, regardless of whether they buy from you or not. So that for me means I'm very intentional about the emails that I send the lead magnets that I create the social content that I share. I don't want people to sign up to a webinar, get 17 emails in four days and regret signing up to the webinar, because I keep I keep stealing their attention. And I haven't earned that attention. And that's actually like a distraction and I'm neurodivergent as well. And so, you know there are things that say don't check your email all the time and done it up but I do because shiny objects and rain and so I'm I call it being mindful of your spending habits, right like not spending habits but your spending habits. So thinking about each element of your launch process and does this add value does this feel helpful? Remembering that people want to work with you people want the transformation that you're here facilitating? So it's not about every email has to have a tip in it or every email has to be helpful without people buying from you but it helps people make an informed decision. Yes. The email that makes people feel guilty because they haven't achieved their results yet, is not going to be helpful. Yes, it might dial up that fear and you know, it might create a sense of FOMO fear of missing out but actually is it going to be helpful to someone regardless whether they buy from you or not. So that is like my next piece is setting that intention of it being helpful. And then looking at each of my launch steps through that lens of well how can I make this valuable for everyone who participates in the launch? And then the next one for me is actually structure. So if I don't have structure around a launch, ie I don't prepare as much as I can in advance. I don't have a plan of what I'm going to be doing and the launch relies on me making decisions on a daily basis. If I'm in the wobbly mindset space, right, I haven't had a sale for three days. Then the content that I create, the emails that I write, they're going to come from a space of desperation. And I'm going to potentially dive into this like emotional manipulation or like, I just want you to buy from me what do I have to say to get you across the line today? Right? What do I have to say to get you in a new car today? So to prevent me from feeling that panic or creating content or deciding what I'm going to join my launch out of fear, I have that structure around my launch as well. And that also helps prevent me from getting into burnout and working long, long hours as well because I have in my launch plan I have I know what I need to do today. And once that's done I'm done. And so that also just helps me to stay in that space that I talked about at the start of feeling really confident about the launch feeling really confident about what I have to offer. And then the final piece is messaging and value proposition. So one of the big drivers of an informed decision about buying from you is actually understanding what is it that will be the outcome of doing this with you? What is it that I'm getting? Why is this valuable for me? Why? What's in it for me? And for a lot of people, their content and their messaging when they are creating a launch is so focused on why you should buy now that we forget to talk about why you should buy what is it for you and so that final piece for me is really around checking in with my messaging. Am I feeling like I need to use a countdown timer that just resets when it gets to zero right to create false scarcity or false urgency because I don't actually know how to express what it is that I'm selling through the lens of the value for the client, the value for the buyer. And so that can also be a big help to ensure that you're using consent based strategy and that your launch is still going to convert really well. You're still going to get amazing results. You're still going to have an amazing time, because people actually get it. They know what the product is. They know how it's going to help them. They know what the outcome is going to be and they know why that is going to be beneficial to them or valuable for them.

Laetitia Andrac  19:28  
Yes I love it. I love like that you took the time to details was four elements that are definitely different from you know, other launch. People out there we're not going to name them but definitely it is really beautiful and what I always tell my clients like develop your product as if you wanted to buy it. It's like when we start with you know some things that you really want like Coco Chanel, she created this red this black dress because she knew we needed black dress and she was like the first one buying the black dress. So definitely create product services offerings that you're a huge advocate of because you believe in them. I love this starting point. A yes to the planning. Oh my gosh, you know, I'm neurodivergent like you and for me what's helping me out is having the plan in place. A long time in advance and then it can help me also delegate and enroll my team into it because if you're doing it on a daily basis and how can you then you're burning out your team if you're not burning out yourself. You're burning out your team which for me means we are burning out you know our company which is bad and I have been a victim of burnout working for big, you know, cooperation consulting, so I don't want that so I think the planning is such a good one and I love how you describe the planning because I have never thought about the fact that actually when you plan you also show up in a way that is more nourished. For me I just said if I don't plan I would burn out my team I would burn out myself but I didn't think about when I plan is true when I am writing the pieces of content. I am in a place of you know joy and nourishment and so on. So I love that please take every like this is gold, which Tasha is sharing here and I love how you spoke about the messaging because how many times I receive emails where in the end I end up unsubscribing even though I love the person I bought from them in the past, but I received so many emails around bases by now. Quick, quick, quick rather than you know nurturing the conversation and you know showing me the value of the next program inviting me and CO designing the next round or whatever it is, which is something that I know we both do, but unfortunately, it's not taught as well as you're teaching it here right now. So I just love this.

Tash Corbin  21:51  
Yeah. And I think that for a lot of people in my community and in your community as well to like, there's so many people who they have experienced that kind of launch before. Experience overwhelmed. And so what it ends up doing is it makes us feel like well, I don't want to be like them. So the people who have the most amazing programs and who are going to make the most impact in the world are staying silent. Yeah, he only sent one email in their launch. And that email is like Sorry for being in your inbox and it's really apologetic because we don't want to be that aggressive salesy pushy person, but actually, the people who are mindful and worried about being too pushy, are the exact people who need to learn how to sell more effectively, and actually market more in most cases. So you know, I am someone who, in my second year of business, I did buy one of those launch courses and there was like I say 17 emails because there was 17 emails in five days that I was supposed to copy and paste and just put my little words about my little program in there. But most of those 17 emails, all I was changing was the name of the program and the price and the date. Like there was no information that was useful in that email. It was just an urgency email. This is another urgency email. This is another urgency email. And I was halfway through that launch and I just felt yucky I just felt like surely we don't have to be like this. Now for me, I have a marketing background. And I also was in my business full time and I wasn't like oh, maybe I'm just not cut out for marketing. So I'll have to go back to my job. I was like, No, I know I'm very good at marketing. So for me, I felt like I had this responsibility then because I also see so many people especially in the healing space, that energy space, you know, those very health center based heart centered businesses. I see those people are the ones who they just want to help people and they just want their work. To speak for itself. And there's this huge resistance to marketing but the problem is not marketing. The problem is the type of marketing that has been prolific for so long. Problem is the marketing strategies that are out of energetic values and integrity alignment. And there are marketing strategies that you can use that are actually high connection. They are deeply helpful. And you don't have to fall into that trap of believing it's up it's all or nothing. And that is sometimes something that you hear from marketing experts. You know, say I actually asked the question, well, if I was to just send five emails in five days, what would be the five best emails and the mentor said, If you don't send them all it won't work. You must send them all and that's, that's the challenge is that I see so many people, women in particular, who join these programs, and they think, well, I'll just take the bits that I need and the bits that I want, but I'll leave the bits that I don't. But unfortunately, that's not possible with a lot of these fear based marketing strategies. Because if you don't take all of it, then it won't work. It won't convert. And then the final piece that then happens is that I see all of these people who've done the program, but they didn't want to do all the pieces. And so it didn't work so they didn't get the result and who do they blame themselves. I didn't do all of the emails. So it didn't work. I'm not good at marketing. So it didn't work. If they were to do that program and they had a brilliant launch, who would they blame? Who would they give the responsibility to the program? That program is amazing. That program helped me to have a $15,000 launch that program is that program that so we externalize. When we're successful, and we internalize when it's a failure, when in fact, I would argue that for most people who've done a program on how to launch and it has not been successful. The problem is not them. The problem is the program. That's the point right? The program didn't deliver on the results. It didn't deliver on its promise. And if the reason why it didn't deliver was because the launch strategy didn't feel like it was in alignment with you. That's not your fault. You're not a broken marketer, because you refuse to traumatize people in your sales process by dialing up their pain points. And their fear. You are not a failed marketer because you refuse to spam people with 17 emails in five days. The problem is what you're being taught. It's wrong. It's not. It's not as effective at us as it used to be buyers are getting more savvy, and it's out of integrity. And so if I could leave everyone with one thing, it's that if you have done a program or you've learned wanting before, or you've learned marketing before, and it hasn't worked, you are not the problem and don't ever let anyone tell you that you are the problem because that is never the case.

Laetitia Andrac  26:56  
Yes, I love that and how needed is this message, you know, and I can't wait for any listener here to listen to this and listen to those words. You know you are not the problem because how many times I know women in my community who are like I don't want to do any marketing. Yeah. And like Okay, so you don't want to do any marketing in the way you've witnessed or you've experienced marketing. But if you do marketing is a way that TASH is sharing here and she's teaching you'll be a friend, again with marketing. And I think I am straightaway deciding not to do it in the ways that you know, the, the marketing guru of this word are teaching us to do marketing and I think reclaiming this power back and doing it in a way that feels aligned, is the best thing you can do as a business owner. And what I always say to everyone is like you're the sacred CEO, you're the CEO of your business, you get to decide how you do things. So touch it's amazing. I can't wait. So how can they learn more about this? Like do you have any program where they can learn how to launch intentionally and constant using content based marketing or any way that they can get in touch with you? Yeah, so

Tash Corbin  28:20  
I do have a program called leverage and launch but I also have a really comprehensive free training. So I think we've just pop a link to that in the show notes of the episode. It's called Launch basics. But what it is, is it's re learning what are the key elements of a launch, and how do you execute on them in a consent based way. And so it's includes a launch planner, it includes, like a map of what does are the key elements that do you need to be incorporated into a launch, and it also includes some tips and strategies on mistakes that I see people make with launching. And then also like, I call them my launch secrets, but they're not secret because I share them on the internet freely. But like my launch tips and strategies for making the most of that launch period and turning it into like the start of a snowball that creates more and more success every time you re launch. Yeah,

Laetitia Andrac  29:13  
I love it. I will definitely put the link in the show notes. And what is the best way for them to connect with you you're hanging out on Instagram or is it more Facebook? What is it

Tash Corbin  29:23  
I'm on both. So I'm at TASH Corbin on Instagram, that's probably the easiest way to find me. And yeah, feel free to slide on into my DMs I don't mind and I love meeting new people all across the internet. So say hello, let me know that you found me from here and if you've got any questions, I'm happy to answer them as well.

Laetitia Andrac  29:42  
Yes, and Tasha is really really heart lead like she is a woman where I got the chance to meet her in person but when you see her even online or like she's really a breathing embodiment of her brand, so I fully encourage you to do that. Thank you so much for coming today.