Before the Launch with Brenna McGowan

I’ve spent a lot of time thinking about why pre-launch works so well—and honestly, it’s not just about strategy or content. It comes down to something much simpler (and more human): autonomy.In this episode, I’m breaking down why giving your audience space to make their own decisions actually leads to more sales, better clients, and way less stress in your launches.Inside this episode:Why autonomy is the real driver behind buying decisionsThe fastest way to kill demand (and what to do instead)How pre-launch creates more motivated, ready-to-buy clientsWhy “playing hard to get” might actually be a smart strategyHow better decisions lead to better testimonials, referrals, and resultsIf your launches have ever felt pushy, exhausting, or inconsistent, this might shift how you think about everything.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

If you’ve ever launched something and thought, “Why aren’t more people buying?”— this episode is going to hit home.I’m breaking down the real reason your audience might be engaging with everything you post, but still not converting. Spoiler: it’s probably not your sales page.We’re talking about the 3 beliefs every buyer needs before they say yes — and why most people are trying to build them way too late in the sales process.In this episode, I cover:The 3 beliefs every buyer needs before purchasingWhy your content might be building trust — but not salesThe difference between selling your offer vs. your methodThe hidden reason people say “I don’t have time or money”How to build belief BEFORE your launch (so selling feels easier)Listen now and start creating content that actually converts.📩 Email me at brenna@brennamcgowan.co with “podcast” in the subject line and tell me what you want me to cover in an upcoming episode.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I got a listener question that hits on something so many people overthink: when should you actually run your launch event?In this episode, I’m walking through how to decide between list-building events, pre-launch content, and your actual launch timing (without defaulting to a one-size-fits-all strategy). Because the truth is, your audience (and how ready they are to buy) should be driving your decisions, not someone else’s launch formula.If you’ve ever wondered whether you’re doing “too much” or “not enough” before your launch, this is the episode for you!In this episode, I cover:When to use a list-building event vs. a launch eventWhy audience awareness matters more than your timelineWhat to consider if you’re bringing in cold vs. warm trafficHow much “warming up” your audience actually needsWhy skipping a pre-launch can make selling harderListen now to map out a launch sequence that actually fits your audience.If you have a question you’d like me to answer on the podcast, email me at brenne@brennamcgowan.co!Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

What should your next business investment be? In this episode, I’m breaking down how to decide what to invest in next without falling into the cycle of buying things that don’t actually move your business forward.We’re getting real about what actually drives growth –  and what just keeps you busy.In this episode, we cover:The difference between needing information vs. needing implementationWhy your personality matters when choosing how to investThe question that will instantly reveal if your business is on trackWhat “stay close to the money” actually looks like in practiceThe hidden cost of waiting and figuring things out on your ownIf you’ve been second-guessing your next move (or wondering why your investments haven’t paid off), this episode is for you! And if you want your next launch to increase in revenue, pre-sell seats, call in better-fit clients, and take the stress and pressure off your next launch-…you need a plan that builds demand before you sell.That’s exactly what we do inside the Pre-Launch Plan Program.Get more info here: https://brennamcgowan.co/ppp/Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

In this episode, I’m joined by Tess Masters, author of The Blender Girl cookbooks and founder of the Skinny 60 program.We talk about messaging, pre-launch planning, and the surprising mindset shifts that helped her double webinar conversions and create her best launch in 4 years while spending less on ads! In this episode we cover:The most important part of your next launch The power of a pre-launch (and why skipping it hurts your results)How voice-of-customer research changes your messagingThe mindset shift that makes selling feel natural instead of awkwardWhy Tess feels like pre-launch was a game-changer during her last launchAnd if you want to know how you can rock the pre-launch during your next launch, join me for The New Launch Model for 2026: 3 Pre-Launch Moves that Build Demand, Pre-sell, and Take the Pressure Off of Cart Week. Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

When should you launch after hosting a summit or big list-building event?In this episode, I’m breaking down how I think about launch timing — and why I don’t sell directly off the back of my summit. I walk you through the phases of launching (including what I call the “pre-pre-launch” phase) and how to decide what makes sense for your audience.Because just because you can launch right away doesn’t always mean you should.In this episode, I share:The difference between list-building events and true pre-launch eventsWhy buyer awareness matters more than speedMy exact timeline from summit to launch How to adjust your launch timing based on today’s trust environmentWhy only a small percentage of your audience is ready to buy right nowIf you’ve ever wondered whether you’re launching too soon after a list build — or waiting too long — this one’s for you.Listen now.And if you want to stay up to date on all the current launch trends, grab The 2026 Launch Report. Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I get asked all the time about summits. “Should I host one?”“Should it be video or audio” “Are they still even worth it?” In this episode, I’m pulling back the curtain on Behind the Launch, my audio-first Voxer summit, and giving you the real talk on why I created it, what I did differently, and what I learned the hard way.This is part one of a two-part deep dive where I break down what works, what I’d never do again, and the strategic (and accidental) decisions that made all the difference.Here's what you'll hear:The wild idea that launched Behind the Launch — and why it workedWhy I ditched video and embraced a “lazy” audio solutionHow to structure your summit around your business goalsThree things you must decide before planning a summitThe sneaky-smart move I made without realizing it🎧 Listen now to start shaping your own summit or online event idea!Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

This week, we’re breaking down more launch trends for online businesses, and the great news is that “simplicity” is a common theme! The people getting the best results right now aren’t the ones adding more funnel steps, more platforms, or more emails. So what are they doing?In this episode, we’re unpacking:The “simpler than you think” launch setups that are converting right now (and why the extra bells + whistles aren’t helping)Where sales are actually hiding after you launch — and the follow-up most people skipThe pre-selling moves that build momentum before cart open (so you’re not relying on last-minute urgency)How to use AI in a way that sounds like you (and doesn’t make your copy, content, and launch feel soulless)The trust-builder more people are using instead of a traditional “pitch”Want to hear the real behind-the-scenes strategies?Grab your free ticket to Behind the Launch, happening February 2-6, to discover what’s working with launches NOW! 🎟️ Get your free ticket here: https://behindthelaunch.co/Bonus (because I love a good deal):Get 3 months free of Hello Audio with code LAUNCH (valid through February 9).👉 https://buy.stripe.com/00gcO28yV5jg0Ny4gn?prefilled_promo_code=LAUNCHAnd if you want to try the segmentation tool I mentioned in this episode, here’s the link to RightMessage:👉 https://rightmessage.com/?fp_ref=brenna13Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

What’s one tool that can instantly improve the user experience of your webinar or launch event? A private podcast feed.In this episode, I’m sharing a small but powerful shift I’ve made in how I deliver launch replays—and why I’ll never go back. If you’ve ever had trouble getting people to listen to your launch event replays – or want to increase how many people are engaging with your launch event – this episode is for you. Listen in while I chat about: Why replay delivery can make or break your conversion potentialThe sneaky user experience mistake I made during a past eventHow private podcasts increase replay consumptionWhat I use for my own launch events (and a special offer for you!)Listen now—and make your next launch smoother for you and your audience.P.S. Want to try Hello Audio for yourself?Use the code launch to get 3 months free. Here’s the direct checkout link (yep, it’s an affiliate link—because I love it and use it myself!).Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

I get this question all the time: “How many emails is too many during a launch?” Spoiler: The answer is usually more than you're comfortable with.In this episode, I’m walking you through thoughts and strategy on email frequency during a promo, why unsubscribes aren’t the end of the world, and how to decide who should get your launch emails (segment? whole list? soft opt-out?). If you’ve ever worried you’re “emailing too much,” this one’s for you.What you’ll learn in this episode:Why most business owners under-email during a launch (and how it costs them)My personal email cadence for a 5–8 day launchWhen and how to segment your list (and when to skip it)The real reason your audience isn’t buying What “soft opt-outs” are and whether you should use them🎧 Listen now and learn how to email confidently (and strategically!) during your next launch.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

Pain Point Marketing Isn’t Dead—You Might Just Be Talking to the Wrong PersonIs pain point marketing really “dead”?(Spoiler: it’s not.)In this episode, I’m pushing back on the hot-take that talking about pain is “manipulative” or “over.” I’m walking you through how to use pain ethically, empathetically, and strategically so your best-fit buyers feel seen, not shamed.We cover:Why “pain point marketing is dead” keeps trending (and what’s actually broken)What empathy-first pain point marketing looks like (no knife-twisting required)A quick tour of the 5 classic awareness levels, plus my extra “situation aware” stage that will change the way you see your ideal client How even “fun” or hobby offers still have real (sometimes hidden) pain points behind themWhy opening story loops without solving them right away can slyly boost your conversionsThe dangerous trap of speaking to ambivalent buyers instead of the motivated onesHow to zero in on the pain your perfect-fit client already knows they’re in, and is ready to solve🎯 If you’ve been scared to talk about pain (or worried you’ll sound sleazy), this episode will help you reframe how you think about i👉 Listen now so you can start speaking to the right person, at the right awareness level, in the right way.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

What is Anticipation Marketing® – and why do you need to start using it in your marketing? In this episode, I’m breaking down the four components that make up this approach — and why it matters if you want to create buyer desire before you ever open the cart.I’ll walk you through what I call the 4 A’s of Anticipation Marketing® and how to use them to warm up your audience, reduce refunds, build trust, and create messaging that resonates with your potential buyers. Here’s what I’m breaking down:Why traditional launch marketing often feels reactive—and how to fix itThe #1 way to start creating curiosity and momentum before your launchHow giving people autonomy in the buying process builds stronger conversionsThe reason why Anticipation Marketing® reduces refundsWhy storytelling beats stats every time (and how to find the right story to tell)How to build buyer readiness without pressure or pushy tacticsListen now to discover how to make your next promotion easier, more effective, and more aligned with how your buyers actually buy.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!

What’s your why? I ask this in nearly every pre-launch conversation, but today, I’m flipping the script and sharing my story. From feeling stuck at 40 and wanting more out of life to starting my business because I wanted eyelashes, I walk you through the twists and turns that led me to where I am today — and why I care so much about pre-launching.If you’ve ever struggled to articulate why you started your business — or if you're wondering whether anyone even cares — this episode will help you reflect, share, and connect more deeply through your story.In this episode, you’ll learn:The two wildly different reasons I started my business — both equally trueWhy hating my first job in online business was actually a blessingThe surprising launch problem I kept seeing (and how I fixed it)Why your “why” matters way more than you think — especially during a launch🎧 Listen now and start weaving your why into your content.Your Next Steps:Want to plan your next launch in seconds? Grab my free AI Launch Calendar🔹 Let’s work together! Book a strategy call🔹 Join the Behind the Launch Facebook Group🔹 Connect on InstagramThanks for Listening! If you enjoyed this episode, please help us share it by:⭐Hit the “follow” button! This keeps you in the loop, and you’ll be the first to get notified when the next episode drops!