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How Leanne Lopez Mosley Made $23M in 2025 with NO Sales Calls — Transcript

by Lori Harder · 11,096 words · 1,564 segments · language en · Watch on YouTube

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0:00People think messaging is about shiny
0:01outside.
0:02>> [music]
0:02>> Shiny outside does [ __ ] for your revenue
0:04because you get people that will buy
0:06from you and they will not spend any
0:07more money with you. The funnels work
0:10not because it's a funnel or because of
0:12the email sequences, it's because when
0:14people buy, they're like, "This is
0:16incredible. This moved the needle for
0:18me." And so the reason why we're able to
0:19do that kind of revenue and we've
0:20normalized and stabilized million dollar
0:22months since April 2024 is when I hit my
0:24first million dollar month and we've
0:26sustained it. That's where the money
0:28comes from is the compounding behind the
0:30scenes.
0:43Okay, I want to jump right in because
0:45you like I want 5 days with you, but
0:47we've got like 90 minutes. So
0:50in the 5 years we just had mentioned you
0:52went from the zero to 23 million in
0:54revenue in 2025 alone. Could you take us
0:56back to the beginning of how you
0:58started, but more importantly,
1:01where were you at mentally around that
1:04time as well?
1:04>> Yeah, so I did 11 years in corporate in
1:08like big executive roles in purchasing
1:10and operations. So I was in the
1:12glamorous world of food retail and
1:13discount food retail nonetheless. So
1:16anyone know Aldi, the the German I
1:18worked for Aldi for almost 10 years and
1:20I I'll tell you now Aldi taught me
1:22everything I know about running a wildly
1:24productive and very profitable business.
1:27So they are one of the most efficient
1:29businesses on the planet and we ran
1:32incredibly low payroll. So I learned at
1:35Aldi a couple key skills which I think
1:37are really important to my story which
1:39was how to do more with less was
1:42literally what I mastered in my time
1:43there. They also loved taking young
1:47graduates straight out of college and it
1:49was like the military. They would just
1:50like mold you into what they wanted you
1:52to be, but it came with great
1:54opportunity. That's how I actually ended
1:55up in the states. So they sent me to
1:57America to help with the expansion. Then
1:59they promoted me to purchasing director
2:01for produce and I traveled the world
2:03buying avocados and mangoes and making
2:05deals with farmers and you learn more
2:07about those types of more about humans
2:10and psychology from those types of
2:12experiences than you do in anything
2:13else. So I had 11 years with a big
2:16variety,
2:17but I really hesitated on starting my
2:20own business and my husband was actually
2:22the one that was like, "You have to
2:23start your own company." He was like,
2:24"If you work this hard for other people,
2:26like imagine what you could do for
2:27yourself." So I didn't actually go
2:29full-time even though being at that
2:31event actually go full-time until
2:34the end of 2020 is when I finally walked
2:36away from my corporate consulting role.
2:38And so my first full year in business
2:40was 2021 and that was when it was very
2:43like big in the industry. The live
2:44launch model was a biggie, right? So I
2:47knew I wanted to be a coach. I just knew
2:50in my bones just watching people in
2:52rooms I was like, "I'm meant to be a
2:53coach. People had always been my thing."
2:56But I had no idea what type of coach.
2:58And so by the end of like the kind of
2:59middle of 2021, I was still the
3:01productivity queen. In fact, I was still
3:03the productivity queen until
3:05I think January of 2024. So it wasn't
3:08even that long ago that I rebranded to
3:10Rich Queen, but I started by helping
3:12women with productivity because that's
3:13what I knew and it very quickly turned
3:16into business coaching once people came
3:17into they were like, "How are you
3:18getting clients? How are you doing
3:20this?" So I spent 2021 and 20 the hot
3:23first quarter of 2022 really making all
3:26of my money through month every every 6
3:29weeks I would do a 3-day live launch
3:32where I would like give my internal
3:35organs
3:36>> [laughter]
3:37>> to everybody that signed up and I gave
3:39and I I had such a reputation for being
3:41the type of woman who people would come
3:43and be like, "I got more from this than
3:46most masterminds I've invested in." But
3:48then they wouldn't buy my stuff because
3:50I was giving so much away and I was
3:53doing hundreds of sales calls. So I was
3:56having my second son Lennox in April of
3:592022 and I am a woman of either or. Like
4:02that's always been the case for me. So
4:04it was like I'm not quitting like my
4:06scale like building something big
4:07because I'm having a baby.
4:10So I decided that it would be my first
4:11million dollar year even though that
4:12made absolutely no sense and I was going
4:14to completely walk away from live
4:16launching.
4:17And in doing so I had to master my
4:18messaging cuz when I looked at the
4:20industry and the women that were making
4:22obscene amounts of money like to me at
4:24the time I was like, "There are women
4:26doing 500k months like even 100k
4:29months." I remember looking at Justin
4:31and being like, "Imagine if I could do
4:33like a hundred thousand dollars a
4:34month." I realized that the difference
4:36between me and them was their messaging.
4:38It was their level of audacity, their
4:40level of conviction, the way they spoke
4:41about themselves and their work and I
4:43was convincing people in a live launch
4:45whereas they were showing up like,
4:47"You're [ __ ] crazy if you don't hire
4:48me today."
4:50And so when Lennox was born, there was
4:51something really activating for me about
4:54that season and it kind of forced me off
4:56the cliff, right? I don't know how many
4:57people here have kids.
4:59Okay. So I really went into full
5:04experimentation mode and 2022 was my
5:07first million dollar year. The week of
5:09Christmas I actually crossed my first
5:10million dollar year and it was messy. It
5:12was not There was nothing like the brand
5:14that you see now. It was I was 30 pounds
5:16heavier. I just had a baby. I had a
5:17breast pump in all the time or I had a
5:19baby on the boob constantly while I was
5:20on calls.
5:22>> [laughter]
5:23>> That's that's the secret. So on only
5:26fans don't even
5:27So I Yeah, so 2023 was really the year
5:30that everything shifted. I started
5:32taking my business really seriously. I
5:34really
5:35um really anchored and doubled down on
5:37building a brand. But I went into like
5:40master of everything mode and I did a
5:432.4 million dollar year in 2023, but I
5:46did nine live delivered programs. So
5:50even though I quit live launching, I
5:51then went into nine live delivered
5:53programs and 12 live master classes over
5:55the course of the year.
5:56Which was a lot. I had a very small
5:59audience. So even 2.4 million at 8,000
6:01followers or whatever it was was still
6:02like really substantial and I had been
6:05able to quit live launching and quit
6:06sales calls. But I realized at the end
6:08of 2023 something that is incredibly
6:11relevant for this room. I started to
6:13notice even in the industry back then
6:15like things are shifting and this master
6:17of everything, this jack of all trades
6:20master of none, this is not going to
6:21sustain in this industry and it was very
6:24clear to me that domination was what was
6:27going to scale things in a much more
6:28simple way. And the irony was the one
6:32thing that I had not taught a program on
6:35was the one thing that was my genius
6:38which was messaging.
6:40So I taught everything I did. I did a
6:41brand program. I did like everything
6:43else, but everything I taught was
6:44through the lens of messaging, but I
6:46didn't even realize I was too close to
6:47it. So 2024 is when I really doubled
6:52down on I stripped everything away. I
6:55was like, "This is the year that I'm
6:57only going to do messaging." I started
6:59running ads at the end of 2023 and
7:02that's when I started building funnels
7:04which was hilarious cuz I hate tech. I'm
7:06not a tech person. Like ask Brooke,
7:08she'll tell you. I absolutely hate tech.
7:10But for me it was obvious that if I
7:13didn't build a system around making
7:15sales in the business, I was always
7:17going to be the system.
7:18So 2024 was a was a big year and
7:20substantially shifted things because we
7:23did 11 million dollars in 2024 with four
7:26signature programs. And
7:29I'm trying to think how many followers
7:30we had back then, but it was like maybe
7:3120,000 and then last year obviously 23
7:35million from 30,000 followers which is
7:38nuts.
7:38>> Insane. Yeah. Insane especially with
7:41what we know about what's happening in
7:43the industry right now. People are
7:45their sales are going down. Their
7:47launches are going down. So for somebody
7:48to do that
7:51So we did 2.4, 11 million and then 23
7:53million dollar year.
7:55Yeah. And when you get your first
7:57million dollar year because all of a
7:59sudden I was like, "Do I even need
8:01this?" and I just kept buying things and
8:02I'm not even kidding you.
8:03>> but here's the thing I guarantee every
8:04single person in this room has this in
8:06common. I always tell people this. Like
8:08people think messaging is about shiny
8:09outside. Shiny outside does [ __ ] for
8:12your revenue because you get people that
8:14will buy from you and they will not
8:16spend any more money with you. So I
8:18always have been quoted as saying like I
8:20am the exception because I'm exceptional
8:22in what I do. The quality of my work is
8:24what actually the funnels work not
8:26because it's a funnel or because of the
8:28email sequences, it's because when
8:30people buy, they're like, "This is
8:32incredible. This moved the needle for
8:34me." And so our the reason why we're
8:36able to do that kind of revenue and
8:37we've normalized and stabilized million
8:38dollar months since April 2024 I hit my
8:41first million dollar month and we've
8:43sustained it. It wasn't like a one-hit
8:44wonder. The reason why is because we
8:47have built programs and offers. Like
8:49obviously I'm in the online space, but I
8:51do have a physical product and I do have
8:53a big portfolio of real estate with my
8:54husband. We own a ton of Airbnbs, but I
8:57really focused on exceptional offers
9:01that were for the few, not the many.
9:07And that was the piece that really moved
9:08the needle because I was like less
9:10people, better people that want to buy
9:13everything that I'm selling. And so our
9:15LTV is astronomical when you look at how
9:19much people spend and how quickly they
9:21spend it. That's where the money comes
9:23from is the compounding behind the
9:24scenes. And they stay. They stay. My
9:27retention rates are are amazing and this
9:30is the biggest thing about, you know,
9:31you the industry is small. I don't care
9:33what industry you guys are in. People
9:35talk and your name being mentioned in
9:37rooms that you're not even in. Like I
9:38can't even tell you how many times
9:40Laurie, Chris, Tracy O'Malley, like
9:42Brooke have come up in conversations
9:43with people that don't even know we're
9:44connected and that is built from the
9:47strength of your brand and your brand is
9:49more than just like how it looks on the
9:50outside. It's the experience of it on
9:52the inside.
9:54Trust me. I So I got in her funnel. I
9:56didn't like I kind of had heard her name
9:59but somehow your ads or something found
10:02me. Chris came home and like I'm maybe
10:05about to buy a $15,000 mastermind from a
10:08woman I have no idea about. I don't even
10:09know if she's in it. Like I think it
10:11might just be like programs online. And
10:13I was like it's so good but it's so like
10:16the it's not your funnels are just so
10:18good cuz they are they're insane but the
10:20product is insane. You are such a good
10:23teacher and I can see the years and
10:25years of mastery and it's also the way
10:28that you deliver as you can even see up
10:30here like the amount of time that she
10:31has spent on herself to be able to be up
10:34here and deliver with such like
10:35confidence, clarity and no one's going
10:37to rock her. Like nobody is going to be
10:39able to rock her up here. She might feel
10:41something some kind of way when you go
10:42back to your room if someone tried but
10:44like for the most part she's going to be
10:45able to all like withstand it because of
10:47the work that she has done on herself.
10:49>> But this is why like category of oneness
10:51is so important because the what I don't
10:53know what area of your life right now if
10:55I was to ask you for an area of your
10:56life that you feel rock solid in. So
10:58you're like somebody could rock you.
10:59Yes, but not around being exceptional at
11:01messaging, funnels, my marriage, being a
11:04mom. There are areas where you could
11:06rock me where I don't feel rock solid.
11:07So the power of not just going and
11:10teaching every just cuz you can't
11:11doesn't mean you should. And I could
11:13teach a lot of stuff well. Like I am a
11:15good deliverer of programs or many
11:17things that I could talk about but for
11:19me when I really focused on owning the
11:21things that I was actually exceptional
11:23at it became really easy to speak about
11:25myself and my work in a way that was so
11:27audacious that it made people like the
11:29level of conviction that you talk about
11:31yourself with is so important when it
11:33comes to sales. And whether you're it's
11:35you or your brand that you're building,
11:37it doesn't matter. Like you have to if
11:39you cannot expect other people to talk
11:41about you like the best thing since
11:42sliced bread to use a very British
11:43expression. Um if you're not willing to
11:46do that and I think that is something
11:48that especially women historically have
11:50really struggled with because it's
11:52something that is very you know I always
11:53joke like guys will talk about
11:55themselves and their brands in a way
11:57that women would never. Like they're
11:59always like oh yeah I run this like
12:01little business and I'm like you do not
12:03run a little business. Like you run
12:05it's so interesting when you see the way
12:07that men message versus women. Um and
12:10there's something you know for me I
12:12think my whole life I was I was my made
12:14people very uncomfortable with like this
12:16the the bigness of who I was and I did
12:18have challenging times where I that I
12:20had to shrink myself for other people
12:22but I think the more I've really
12:23understood what I'm exceptional at and
12:26stuck to those things it becomes really
12:28easy to stay in that rock solidness that
12:30you're talking about and not be rocked
12:32by anyone cuz you're like no you can
12:33talk about some things but they're not
12:36things that you can ever take away from
12:37me. Who's already borrowing some of her
12:40confidence and her energy and
12:42biosynthesis this
12:44this audacity which is like my
12:45[laughter] word of like the well it's
12:47the word of life now.
12:49It's the word of my life. I have a
12:50tattoo on my arm so I'm I'm stuck with
12:52it. Um okay so let's let's dig into that
12:54for everybody because I think right now
12:56they're like okay but how how how how
12:58how how how do I message? So let's in
13:01this super noisy world and you teach on
13:03this all the time how can we also find
13:06our voice and our message because I
13:08think there's a lot of confusion around
13:10our top of funnel and our voice.
13:12>> For sure. Um and if your messaging is
13:15not right at the top of funnel in your
13:17in your content in whatever you're doing
13:19at top of funnel perspective is like
13:21your nothing you do there after is going
13:22to work because you're going to speak to
13:24the wrong people and you're going to
13:25have a really tough time converting
13:27those people. So the number one thing
13:29that you need to start with is the it's
13:31so funny cuz it's the piece that
13:32everyone resists the most including
13:34myself which is like if I could only
13:36fill my my business whether it be a
13:39brick and mortar business whether it be
13:40an online business with what my favorite
13:43type of human and I said to you I can
13:46show you I will wave my wand and show
13:48you how to do that. It's guaranteed that
13:51I can fill your businesses with that
13:53person but you got to pick someone.
13:56That is where messaging begins and ends.
13:58The strength of your messaging is only
14:00as strong as you knowing who you're
14:02actually talking to. And if you try and
14:05talk to everyone you talk to no one.
14:08Like with AI
14:10the good is not good enough anymore in
14:12the online space. Everyone's good.
14:14There's a lot of great people. There's
14:16talented humans all over the place.
14:18Honestly the people that are winning
14:21I saw it a mile off and I'm so glad that
14:24I doubled down and that I teach my
14:26clients to do that because the more you
14:27know I've had so many conversations with
14:29Lori, with Brooke. If you if you are
14:31speaking to this particular person your
14:34messaging is so dialed into their
14:36psychology because we are often we've
14:39been taught historically in messaging
14:40about pain points of like what's their
14:42pain point? You know what's your ideal
14:43client avatar? What hair color do they
14:45have? Like who [ __ ] cares what hair
14:47color they have? That's not why anyone's
14:49going to buy unless that's what you're
14:50selling, right? So for me it was always
14:52about I need to the same way when I was
14:54working with farmers in Ghana and I had
14:57to create like understand what you're
14:59motivated by. How can I get what I want
15:02and negotiate this with you but also
15:03create a win-win? You have to be in the
15:06psychology of your person and you can't
15:08do that when you're trying to talk to
15:09multiple people. Now when I say that
15:12it's more about not just like oh it's
15:14Lori and she's this person she's this
15:17person. It's about actually
15:18understanding who is I call it your
15:21million dollar client and I do it
15:22intentionally because everyone's like
15:24wait so they spend a million dollar like
15:25how does that work? The point is they
15:28should be your favorite people to work
15:30with and they all have a very defined if
15:33you if I was to ask all of you right now
15:34I guarantee you could probably pick a
15:36couple people that are in your world
15:37right now or people that you've worked
15:39with where you're like if I could fill
15:41my business with those people
15:43that's what I would want to do. Well you
15:44can.
15:46But you got to speak to them.
15:47And you've got to speak to them in a way
15:49that they are captivated by what you're
15:51sharing. And messaging is simple. Their
15:54highest value micro problems which is
15:57not they can't get clients. Like that's
16:00not a problem. That's a broke person
16:01problem.
16:03When you are a rich client you do not
16:05resonate with lose weight
16:08get clients.
16:10Fall in love.
16:11You resonate with I just really want
16:14more like amazing humans to come into my
16:17DMs and actually just ask me for the
16:19link not have a three-day long back and
16:21forth in the DMs with me.
16:23That is a very different problem than I
16:25can't get clients.
16:27So for me when I really got down to it
16:30and I and I thought about it through the
16:31lens of like in operations I did this in
16:33in purchasing I did this. If I
16:35understand what your highest value
16:36problems are if you want to make more
16:38revenue and you want people to stay with
16:39you longer and pay you higher prices
16:41solve higher value problems. And hot
16:43like rich clients have different
16:45problems than people who are earlier on
16:48or are in a very different stage. Now I
16:50caveat this with my million dollar
16:53client has it has nothing to do with
16:55their revenue. So I don't care what
16:57revenue anyone is at. I would tell you
16:59that if someone is brand new into
17:00business I'm not the person that you
17:02should hire because I'm not going to
17:03teach you what your genius is what your
17:05offer is. I'm the type of person where
17:06I'm like if you know who you want to
17:08talk to and you're solid in what you're
17:09amazing at I can help you scale. But for
17:12me it's way more about the
17:13characteristics of that person. So
17:16you've got to speak to even the micro
17:18things in my messaging one of the you
17:20know how people teach you has anyone
17:21ever been taught to be like talk to like
17:22this offer is not for you if Like I
17:25[ __ ] hate stuff like don't do that
17:27because if you're talking to the right
17:28people you don't need to say you don't
17:29need to talk to the people that your
17:30offer is not for. So when I talk to my
17:33people I go you're exceptional at what
17:35you do.
17:36You get your clients phenomenal results.
17:38In fact you know if your messaging was
17:41as shiny as your work behind the scenes
17:43you would already be doing billions of
17:44dollars. Who does that talk to?
17:47Who does it repel? The minute someone
17:49who is not solid in that they're
17:51exceptional at what they do the minute
17:52someone reads that that does not get
17:54their clients great results they're like
17:56she is not for me and you have to repel
17:59people. So it's high value micro
18:02problems and it's not just the problem.
18:04Notice how when I described the
18:06experience of the DM example it's the
18:08symptom of how the problem is showing
18:10up.
18:11So I want you to like even if you even
18:13if you take like nothing else from this
18:14if you write a list of their highest
18:16what you know that you know what their
18:18problem is and this is the problem.
18:19You're too smart for your own good. You
18:21have to show your people that this is
18:24actually their problem and most of you
18:26are probably talking about especially if
18:28you're in the online space and you sell
18:29online products even more so you're
18:31probably talking about the problem that
18:33you know they have rather than showing
18:35them what the problem is. And the way
18:36you show people what their problem is is
18:38by speaking to the symptoms of how it's
18:39showing up.
18:41So once you know that that is three
18:43quarters of the heavy lifting because
18:44then you can start to really get into
18:46the psychology of now what's going to
18:47make them buy and that's really about
18:49positioning your methodology as the
18:52unique solution which is where you've
18:53got to be super super super dialed in to
18:57what makes you different.
18:59And if you you have to be able to answer
19:01that question. Like what makes you
19:02different to everybody else in your
19:03niche?
19:05Lots to think about. We're all like okay
19:06so we need to work we we need to
19:08workshop this but let's talk about your
19:11um we're going to kind of walk through
19:13your funnel and how people find you. So
19:16I know there's so many different ways
19:17that people find you but what I want to
19:19do is kind of walk through that full
19:22flow. And I know for me I believe I
19:25found you through somehow I landed on
19:27one of your podcasts.
19:29And it was like secret podcast Yeah it
19:31was a secret podcast. I think it was it
19:32was it she makes bank? Okay she makes
19:34bank. And by the time I was done with
19:36that I was like give it all to me.
19:38Um so how did I even land there? So and
19:40it's connected it's connected to exactly
19:42what we're talking about. So you can't
19:43build so traditionally in the online
19:45space we were told especially in online
19:47in online products to build ascension
19:50based product suites. So point A of
19:53entry is for your earlier on client,
19:55point B your middle your mid ticket is
19:56for your slightly more advanced client,
19:58then your high ticket is for your most
19:59advanced client. And I was like, well,
20:02guess what happens if you do that? You
20:03end up filling your top of funnel with
20:04people that you don't want to work with
20:05in your other offers. Like that doesn't
20:07make any sense. So, in 2023, that's when
20:09I really started to reverse engineer my
20:11top of funnel. So, I call it an ideal
20:13client magnet because we don't want
20:15leads, we want ideal clients. And then I
20:17call it a low ticket taster because if
20:20you create the right top of funnel
20:22offers, and bearing in mind that your
20:23content is also top of funnel. So,
20:25again, if you have brick and mortar,
20:26your content is also a top of funnel
20:27offer. But your low ticket offers, the
20:30way people should be getting a taste of
20:32what it's like to work with you. And
20:33everything that you do should be
20:35strategically reverse engineered to the
20:37person that you want to fill your world
20:39with and to the ecosystem of offers that
20:42you've built. So, unlike traditionally
20:44taught um offer suite um
20:47you know, with the way that people have
20:48always taught ascension modeling, I
20:50build and what I call a feminine sales
20:52ecosystem. So, kind of like a lorry, it
20:55for me, I have an ideal client magnet at
20:57the top, which is my secret podcast.
20:59Now, what's really important, especially
21:01again, if you have online offers as
21:04well, but regardless, top of funnel wise
21:06with your content because PS, your
21:08Instagram, your social media is a
21:09funnel.
21:10You're all using a funnel. Your social
21:12media is part of your funnel. You need
21:13to make sure that you are creating
21:16things at top of funnel that your
21:17million dollar client would actually
21:18want to consume.
21:20So, I knew a free masterclass was not
21:22going to be something that my ideal
21:24client was going to consume, but she
21:25would consume a podcast. How do we
21:28elevate that and make it feel more
21:30premium? We make it a secret audio
21:32private feed podcast. And I did this
21:34before secret podcasts were a thing cuz
21:36we set trends in this room. So, this is
21:39where you create everything in your
21:40offer flow for that person, and you make
21:43it really easy again because you
21:44shouldn't have 55,000 offers. You're
21:47much better off having a really clear
21:50offer suite with has very clear like
21:53boundaries around it. This is for you if
21:55you want this. They're all
21:56interconnected because it's not like
21:58shouldn't be like whiplash around you
21:59teach this and you teach this, but you
22:01should be connecting the dots for people
22:03around this is for you if you want this.
22:05So, for me, it's really simple. She
22:06makes bank is messaging. If you want to
22:08master your messaging and you want to
22:09understand social media content, she
22:11makes bank is for you. Freedom Funnels
22:13is if you want to replace yourself as
22:14your sales system. Leanne AI supports
22:17you with the messaging in the Freedom
22:18Funnels. But it's like you're either
22:19going to come into those things or
22:21you're going to come into my higher
22:22ticket proximity, which is more of that
22:24at a different level of proximity.
22:26And so, when you can do that, it means
22:28that you can run ads. So, we for
22:29context, we spend around 60 grand a
22:32month on ads
22:34and make a minimum of million dollars
22:35every single month. Like Hamozie should
22:37be jealous of my ad returns.
22:40But again, because we have really
22:42strategic messaging at the top of
22:44funnel, so I bring in less volume than
22:47the traditionally taught like lead
22:49generation strategies, but it's the
22:51right people and so they buy
22:54and they spend more. Mhm. So, let's
22:56start talking about that because
22:58this again happened to me
23:00>> [laughter]
23:00>> in this funnel, which is what I then
23:03learned was one of your um you know, the
23:05one of the biggest reasons that you've
23:06been able to make the money that you
23:08have is your middle of funnel. Yes. So,
23:10and how people come back and they
23:12purchase
23:13to share the whole you share the whole
23:15breakdown.
23:15>> Yeah. So, essentially, if you come in
23:17like through this Normally, I have like
23:19low ticket tasters, which are kind of
23:20like under under $50 is ideal for a cold
23:23audience. So, if you're running ads,
23:24cold traffic, lowest buying friction is
23:26under 50. So, I run low ticket tasters
23:28cuz I don't really care how much you
23:29spend at the top of funnel. I know
23:30you're going to keep buying from me. So,
23:32low ticket taster or the ideal client
23:34magnet of the secret podcast, and every
23:36single episode is reverse engineered
23:38around the signature offers. So, it's
23:40just a nut I'm just nurturing you to buy
23:42everything from me. Now, generally, what
23:44happens is once you come in I always
23:47Here's the thing around funnels.
23:49You need to consider your buyer logic
23:51when you're building your funnel. So,
23:52most people again do ascension based
23:55funnels. You come in through a low
23:56ticket taster or free offer, then I need
23:58to offer you up a $97 thing, then you're
24:00ready for a three a $2,000 thing, then
24:03you're ready for a a $1,000 thing. And
24:05I'm like, that doesn't make any sense
24:06because it should be based on the buyer
24:08logic, what they've come into, and what
24:09is the right next step. So, my funnels
24:12will range depending on the offer. For
24:15example, the Here's Here's a great
24:17example, actually. We have a make money
24:19bundle, which is $497, which is
24:22basically just all of my kind of low
24:24ticket offers into one thing in a
24:26structured way around messaging, offers,
24:27and sales. We did um 1.5 million dollars
24:32last year from just that offer, and I
24:34never publicly sold it. But it was just
24:36within the funnels um so that if you
24:39were buying if you came into the secret
24:40podcast, that's the first thing that you
24:41get offered up because it it links to
24:44the episodes really nicely. And then if
24:46you buy that, you get offered up She
24:48Makes Bank cuz it makes a lot of sense
24:50based on the the a lot of what's inside
24:51is messaging related, but I'm still
24:53threading in the other parts of the
24:55ecosystem. So, you're you're always
24:57going to know it's this or this. And
25:00generally speaking, we just have a high
25:02volume of people that just buy one of
25:04everything. So, they end up being like,
25:06I did she I did She Makes Bank, and now
25:08I want to renew into Leanne AI. Now, I
25:10want to upgrade to Freedom Funnels. And
25:12I'm a big fan of rewarding people for
25:14spending with me. So, I like a 30-day
25:16window personally for upgrade
25:18opportunity. So, we kind of really
25:19leverage that behind the scenes to make
25:21sure we've got a strong ascension
25:23pathway, but a lot of it is automated so
25:25that it doesn't have to be super human
25:27to human. There's no sales conversations
25:28outside of like answering emails and
25:30maybe creating the odd custom coupon
25:32card. But when you can the a big chunk I
25:36always like to tell people if we if I
25:37stopped doing any proximity coaching
25:40tomorrow, we would still do over
25:41$500,000 a month in revenue for context
25:44around how many people buy the signature
25:45offers, Leanne AI, which is my AI bot,
25:49which was not which again was launched
25:51to actually help clients. It wasn't even
25:53It wasn't even born from wanting to sell
25:55it like as a standalone and just kind of
25:57organically happened. Um but it just for
26:00context like that's the volume of what
26:02people come in. I think our LTV last
26:03time I checked was around within the
26:05first 30 days was around like eight and
26:07a half thousand dollars of what people
26:09spend. But when you look at the
26:11transaction numbers of how people go
26:13from boom boom boom boom boom, it's like
26:14in as little as minutes, like hours,
26:17like people go from a 22 to a $50,000
26:19thing, like very very quickly. Your
26:20stuff is very consumable me and it's all
26:22you're such a good teacher that you I
26:25was able to learn it very quickly cuz
26:26it's very clear. It's not too much,
26:29which is also wonderful. Like I didn't
26:30feel like inundated. So, that's
26:33something I feel like we've all done
26:34where we think in order to deliver the
26:36value, it's like so much and when you're
26:38going through it, you know, if you're
26:39overwhelmed by the first one, are you
26:40going to buy the second one that comes
26:41to you?
26:43Probably not, you know, and were you
26:44able to understand it and integrate it
26:46quickly. So, it's always something to
26:47think about cuz in the beginning I like
26:49who over delivered in the beginning to
26:51the point where you probably made
26:52everybody be like, I'm never going to be
26:54able to come back and consume this, so
26:55why would I come back for more? Um
26:57something that you do so incredibly
26:59well, if you guys go and like homework
27:01assignment for you guys truly is to go
27:02listen to the She Makes Bank podcast
27:05because one of the things that I was
27:06like, this is this is absolutely
27:08masterful, is you how you keep referring
27:12back to everything you're teaching over
27:14and over. It is a true reverse engineer
27:16of what she's selling, but with so much
27:18value added in. But she continues to
27:21bring your brain back to, hey, this is
27:25like what you need if this is what you
27:26want to do cuz this is your clear
27:27problem.
27:28Continuing to state the problem, bring
27:30it back to what the solution is. And it
27:34just by the time you're done, your
27:36solution is so clear to you as well
27:38because you just got incredible value,
27:40but she's told you three very clear
27:42things that you need if you have these
27:44very clear problems. And so, I just was
27:46like, this was such a masterclass in
27:49sales with so much value
27:52that I was like, I just want to buy your
27:53stuff because I'm so proud of her. I
27:55don't even know who she is yet. But
27:56>> [laughter]
27:57>> But it's good and I think like one thing
27:58that really helped me at top of funnel
27:59that I had to really change was you got
28:01to like kind of I had to redefine what
28:02my my version and definition of value
28:05was. I think we think value is we have
28:07to teach. I had to course correct and
28:09realize actually the most valuable thing
28:11that I can do for you, especially at the
28:13top of funnel in my content, in my
28:16secret podcast, in my low ticket
28:17tasters, is not actually teach you how
28:20to do this. It's actually to show you
28:23this is why what you've done isn't
28:24working, hasn't worked, and this is what
28:27what your problem actually is. So, you
28:29have that aha If you can create that aha
28:31light bulb moment, you have to do this
28:34in your content and in your top of
28:35funnel. To get people to buy from you
28:37quickly, you simply need to go they need
28:40to go, holy [ __ ] you're right. That's
28:42exactly That makes so much sense. So,
28:44when I say show, don't tell them, that's
28:46what I mean. You've got to be like, hey,
28:48listen. The reason why people don't buy
28:50from your email list isn't because
28:52you're you're tell me the story of like,
28:53my people just love to buy from me on
28:54social media or when I'm live. It's like
28:56that's not the case. It's because your
28:59emails are written like corporate
29:00calling and you're spending all of your
29:02time talking about the features of your
29:03offer, and you're actually not talking
29:06about their highest value micro
29:07problems. Here's what happened when you
29:09do that. So, you need to create this
29:10like really strong
29:12aha moment for people by addressing
29:14again, when you're talking to the right
29:15person, you know, what have they tried
29:16already?
29:18Why doesn't it work? So, you You likely
29:20all know the answers to that question
29:21cuz if I were to the first thing I would
29:22ask you if you were doing a messaging
29:24intensive with me is like, okay, so tell
29:25me about what it is that you do and what
29:27drives you nuts about your industry.
29:29Like so, people come to you and go like,
29:31oh, you're you should message to you
29:33should build an offer suite for people
29:35at stage A, stage B, stage C, whereas
29:36I'm like, that's [ __ ] Like they
29:38need to do this. It's found in the thing
29:40that you already drives you nuts. You
29:42have to make your million dollar client
29:43high value problem aware of like, hey,
29:45this is why it's not working. There is a
29:48better alternative and this is a unique
29:51solution. So this is where something for
29:54me around having that really defined
29:56offer suite is like having very
29:58repeatable things that you become known
30:00for. That's your messaging anchors. So
30:03there are there are basically to build
30:05authority, there are three different
30:06authority anchors. And if you know these
30:08three things, you can build a wildly
30:10successful business. The first one is
30:12your visual anchor. When you see
30:14somebody with a no strip, who do you
30:15think about? Alex Hormozi.
30:17Right? That's a visual anchor.
30:20Ev- There are people who do content um
30:23what's her name? She's uh Pink Sparrow
30:24Creative. I always think about her
30:25because she wears a pink blazer in every
30:28single video. That is a visual anchor.
30:30So it doesn't have to be a hot For me,
30:32my visual anchor is a very produced
30:35style of reels cuz I'm a fashion girl.
30:37And like I love creating that type of
30:38content. That's my visual anchor. I have
30:41a very like signature aesthetic where
30:43people can see a brand image without my
30:46name on it and they know that it's mine.
30:47They just know. So my visual anchor is
30:51curated, but yours can be completely
30:53under curated. But you've got to have a
30:55really consistent visual message that
30:57you become really recognized for. The
31:00next piece of it is your messaging
31:01anchor. So this is where you're like,
31:04what do you stand for? What do you stand
31:05against? So unfortunately, like it or
31:08not, people bond over a villain faster
31:10than they bond over a hero.
31:12And this is the thing that always like
31:13people loathe, but honestly, you have to
31:16have a villain. And it's not about a
31:18particular person. I talk about bro
31:19funnels. It's I have mad respect for the
31:22bros. I have massive amounts of respect
31:24for Alex Hormozi, but I'm like, this is
31:26why these don't work for women. And I'm
31:28like, this is a hill I'll die on.
31:30Like I don't just like know it, I know
31:31it know it. Like I haven't just proven
31:33it for myself, I've proven it for
31:34thousands of women. So for me, my
31:36messaging anchors are really wrapped
31:38around my unique ways that I do things
31:42and my messaging around like the bro
31:44kind of ways of doing stuff and
31:45traditionally taught um messaging ways.
31:47Now the third one is your methodology
31:49anchor. So you have to Again, this is
31:53the one that trips everybody up cuz
31:54we're like, well everyone's teaching the
31:55same thing, right? There are a million
31:57people teaching funnels and messaging.
31:59But I'm like, nobody teaches it like me.
32:01But how do you communicate that to your
32:02people? That's where you do things like
32:04your um proprietary terms. When I say
32:06rather than saying your ideal client, I
32:08say million-dollar client. It's
32:10immediately disruptive and it's got
32:12like, okay, when people think about me
32:13and they hear me talk about that is
32:15instantly subconsciously jarring cuz
32:16they haven't heard that vocabulary
32:18before. I talk about my funnels in an
32:20invisible sales system that works harder
32:22than you do. And then people are like,
32:24okay, an invisible sales system. So you
32:25have to have a unique methodology.
32:27Freedom funnels. Shocking, what does
32:29that do for you? It's like you've got to
32:30have really strong unique methodology
32:33that makes your solution feel unique to
32:36everything else they've tried and
32:37everything else that's available in the
32:38market. And that goes for you whether
32:39you're a Pilates studio, brick and
32:41mortar, online businesses, it doesn't
32:43the same visual the same three anchors
32:45apply. It doesn't matter what you're
32:46talking about. Mhm. I I realized like
32:48when I was explaining some things, I'm
32:50like, I think I'm saying this in the
32:51words that she uses cuz it's so anchored
32:53like Stories That Sell. Mhm. And I'm
32:55like, this is so good because when you
32:58refer when you're referring to
33:00something, especially when you're in um
33:01like putting it in the copy, when you're
33:02putting it in your podcast, when you're
33:04talking about it, your people now have
33:06anchors that it's like, oh, that's what
33:08she's talking about. Okay, that's what
33:09she does. So when I talk about Leanne, I
33:12always think, oh, you know, she's really
33:13great with Stories That Sell. That's the
33:15name of some of her stuff. Like, oh,
33:17that's Rich Queen. Oh, that's like
33:18there's so many anchors around Leanne
33:21that when I talk about her, there's like
33:23four or five things that come up for me
33:25that are very clear on exactly what she
33:27does. And so when we're thinking about
33:30what we offer, do you have names of it
33:32at all? Like that you can tell people
33:34when you're standing in front of people
33:35exactly what you're teaching so that
33:37they can go and repeat that. Oh yeah.
33:39And this is the cool thing about that.
33:40How many of you here have been copied by
33:42people? Okay. Well, it's going to happen
33:43to you if it hasn't happened to you
33:44already, it's going to [ __ ] happen to
33:45you. So the thing is about when you
33:47really own these things regardless of
33:49like PS, I'm a huge fan of owning your
33:50intellectual property. So that's like a
33:52separate conversation, not one of my
33:53geniuses, but please look at
33:55trademarking copywriting, especially if
33:57your signature stuff. More importantly,
33:59when you show up nonstop and you have a
34:01strong visual anchor, whenever anyone
34:04copies my style of content, they're
34:05like, oh, she's doing a Leanne. Mhm.
34:07She's doing Leanne. Whenever they hear
34:09someone talk about invisible sales
34:10system, Stories That Sell, Rich Clients,
34:12when they hear people say Soft Girl
34:13Millions, everybody knows that they're
34:15they're like, oh, she's she's being
34:16inspired by Leanne. So what happens is
34:18when people copy you and you are known
34:20for less, but you dominate it, they
34:22drive authority to you inadvertently
34:24when they copy you. So it's even better
34:26cuz it's like if you've got the legal
34:28stuff set up, then you've got like the
34:29legal stuff, but you've also got the the
34:31subconscious authority where people
34:33start to see you as more of an authority
34:34because people are copying you. Mhm. The
34:37irony. Mhm. And it's it's also just so
34:39easy for your client to understand cuz
34:41you're like, okay, yeah, I teach
34:42funnels. Okay, but what kind of funnels
34:44and what does that mean? And that's a
34:46biggie because a lot of you
34:48you know, you One of my geniuses and
34:49whether it's the projector in me, but my
34:51genius is taking highly complex topics
34:53and making it incredibly simple. Nine
34:55times out of 10, the problem with
34:57funnels and women has always been that
34:58it feels like Latin, kind of like real
35:00estate, like any of this stuff that we
35:01learn. It's not that complicated when
35:03you actually understand what people are
35:04saying. Your job around your work, so
35:07many people are so attached to the way
35:09you describe it. It doesn't matter how
35:11you want to describe it or actually it
35:12doesn't even really matter what you want
35:13to call it. It matters that it makes
35:15sense to the person on the other end of
35:16the screen. So if you cannot explain it
35:19to me in a sentence in a way that I'm
35:21like, ah, that makes so much sense, it's
35:24not going to land for people. So with
35:26your unique uh
35:27methodologies, I don't get at-
35:29emotionally attached to acronyms and
35:32things that don't make any sense. It's
35:34got to be clear over clever in order
35:36When I say invisible sales system,
35:38you're you subconsciously immediately
35:40know what that means without knowing
35:41what it means. When I say rich clients,
35:43you don't have to make too many mental
35:45leaps to understand. Like you want with
35:48messaging, messaging is cinematic. Like
35:51you're meant to be painting pictures
35:54with your words. So you want to use
35:56language that is going to do that and
35:59you do that when you're talking to their
36:00highest value problems and the symptoms
36:02that those things are creating for them
36:04cuz that's what they self-identify with.
36:06But you also do it in the way you talk
36:07about your unique methodology. So for
36:09all of you, it's a nudge that you're too
36:10smart for your own good. What's easy for
36:12you not easy for other people to
36:14understand and the more you can talk
36:16about it in a way that anyone would be
36:17able to understand it, especially your
36:19rich dreamy client, they're going to buy
36:21faster.
36:22What role does social media play for you
36:24in that type of funnel? I mean, it's a
36:26biggie, but what's actually really funny
36:28for me is the fact that as you can see
36:30like I have 40, I don't know what it is
36:31now, 46,000 followers I think now. I
36:34actually still have a lot of people that
36:35buy my stuff that don't follow don't
36:36ever follow me on social media, which
36:38this is a cool topic because I I got
36:40told in the beginning like especially as
36:41a woman in the online space that you
36:42don't need a website, don't need a
36:44funnel, don't need this. A Having a
36:47strong website that's really brand
36:49resonant, like go to my website because
36:51ah, everything is so strategically
36:53designed. When I thought about my
36:54website, I was like, I want an intro
36:56video and the button before you even
36:58enter the website says let's get rich.
37:01It's like a subconscious sales strategy
37:03before you even enter the site. It's
37:05like you're activating identity before
37:08somebody has even hit the site.
37:10If you build your website, when you
37:12especially if you're running ads, you
37:14underestimate the vast volume of traffic
37:16that goes to your site. People think
37:17social media is the be-all and end-all.
37:19If you have a long a podcast, I could
37:22make millions from my podcast and my
37:23website without necessarily needing
37:25social media. Social media, of course,
37:27is important and if you have a business
37:28in 2026, like it or not, is important.
37:31But you could strip away my social media
37:33and I would still be able to with the
37:35strength of my messaging with ads
37:37and then bringing people into the
37:39funnel, I would still be able to make
37:40millions of dollars. Maybe not 23
37:41million, but I probably could still do
37:4310. Is there anyone who would leave to
37:45anyone?
37:47We know some people in here don't love
37:48social media. They're like And it's okay
37:49if you don't. But but here's what I
37:51would say. You don't hate social media,
37:53you hate the way you're approaching it.
37:55So for me, with everything in my
37:57business, a big part of my brand is
37:58especially Soft Girl Millions is around
38:00removing yourself as the cost in your
38:01business. Now Soft Girl in the online
38:04space had got a reputation of being like
38:06friendly and a Pilates, which I love,
38:07but Pilates, baking sourdough, like
38:09being a posh wife. So for me, Soft Girl
38:12Millions is not about having like an
38:14empty cal- I don't want an empty
38:15calendar. Like I've got a legacy to
38:17build. Like I'm here for a big audacious
38:20full life. I've got little kids. We have
38:22a real estate empire. I have two bonus
38:23children. I have four kids total. And I
38:25have a big audacious life. I'm here this
38:27week in LA launching a show. For me,
38:29what's important is more the parts where
38:31in my business where I'm like, oh, this
38:32feels heavy. Why does it actually feel
38:35heavy? And it's rarely Sometimes it is
38:37the thing where I'm like, TikTok made me
38:39want to die. I was like, there's no way
38:40I'm going on that platform. I I do not
38:41like it and I'm like, I don't then I
38:43don't need to be on there. I love
38:45Instagram because for me, it's
38:47creativity and I communicate in the way
38:49that's easiest for me that's also the
38:52most efficient way that I can do things.
38:54So the irony is if you looked at my
38:55social media, you'd be like, holy [ __ ]
38:57this is so much work because it's
38:58curated. The irony is we do a shoot
39:02every like six to eight weeks. We make a
39:04ton of reels and take a ton of photos.
39:07So day-to-day, I don't even have to
39:08worry I've I've got stuff on deck where
39:11all I've got to do is add text over the
39:12top and post. So for me, that was a
39:14really easy way of making social media
39:16really easy. But you've got to kind of
39:18identify the parts of your business
39:19where you you the heaviness is there.
39:21It's like, what's the where am I the
39:22cost and how can I remove myself as the
39:24cost? Okay, let's talk about your um AI
39:27bot cuz I use that frequently. It's so
39:30wonderful. Um
39:32I think there's a lot of people in here
39:33who are curious about number one having
39:35one, but also for you, can you tell us
39:39how many people are on it? How do they
39:41usually come through and find that as
39:43well?
39:43>> Yeah, so it's so funny because Brooke,
39:45who was here, so I met Brooke, I
39:47manifested Brooke, I like to tell people
39:48this, but I manifested Brooke in 20 in
39:50October, November, like September,
39:52October of 2024, was 2024 was an $11
39:57million year. I'm just like going my
39:59like I'm like what year are we? 2020
40:00yeah, 2025. So $11 million year. Now,
40:04how many of you have like scaled like in
40:05in a season of scaling where you've been
40:07like holy [ __ ] like this is a lot?
40:08Because one thing that we don't talk
40:10about enough is we we glamorize like
40:13quantum leaps, right? When you're like
40:14holy [ __ ] that is a big leap. We
40:16glamorize those quantum My eyelashes
40:18just fell out, but never mind.
40:20It's hot in here. Everything's like
40:21melting.
40:21>> It is. So, we glamorize the quantum
40:24leaps and the income jumps, but
40:25honestly, I hit a point where again, the
40:28the gift of it was I'm exceptional at
40:30what I do. The curse of that was
40:32everybody wanted to plug into me
40:34non-stop and it was like insatiable
40:37thirst, which was great for revenue and
40:41not great for me from a workload
40:42capacity. And I was ironically anti-AI.
40:46Like ChatGPT made me say it properly,
40:48made me want to like put pins in my eyes
40:50when clients would bring to me messaging
40:51that they'd done with AI, I was like
40:52this is [ __ ] awful. Like I I can tell
40:55that you wrote it. But when I met
40:57Brooke, I was in the peak actually of a
40:59real season of like massive scaling
41:01where I could not keep up with demand.
41:04And again, I'm a super giving if I'm all
41:06in, like if you're in my client, there
41:08is no like
41:10I'm all in. So, for me, that was the
41:12problem. I was the bottleneck because I
41:14do all of my own social media. I'm like
41:16no one's writing my messaging for me. No
41:17one can write like me. No one can So, no
41:19one can like I have support inside
41:21certain elements, but no one can do
41:22messaging support the way that I do or
41:23strategy the way that my brain works.
41:25It's very difficult to teach that to
41:26somebody. So, when I met Brooke, I was
41:29like I need to clone myself. Literally,
41:32I was like I need to clone myself. And
41:34my husband ironically had been like you
41:36should you should clone yourself with AI
41:38and I was like ew, no.
41:40Gross. And then I met Brooke and she was
41:42like, I can help you build an AI bot.
41:44And I was like say less.
41:46>> [laughter]
41:46>> To clone yourself. I'm like yes, so we
41:48bonded really quickly and it was
41:50actually with Brooke's help that I was
41:51able to we launched Leanne AI within
41:54weeks. I gave her all of my IP. I'm like
41:56here is all of the stuff to build the
41:58bot with and she helped me get it.
42:00Honestly, this was I joke that me and
42:01Brooke made AI bots cool cuz no one had
42:03an AI bot when we launched Leanne AI.
42:05And I was excited cuz I did this whole
42:07like Avengers style with the branding is
42:09like for me I can sell anything with a
42:10gorgeous graphic. So, I did this like
42:12Avengers style version of me on the
42:13graphic and then we I tested Leanne AI
42:16and I assumed it was going to be okay. I
42:19was shocked. Like at how And again, it
42:21makes sense because it's what you
42:22program your bot with is the quality of
42:24the output that comes out. So, when it
42:27when we looked at the richness of what
42:29we put into the bot, of course it was
42:31exceptional especially in comparison to
42:32like normal ChatGPT stuff. So, when I
42:34launched Leanne AI, like no one was
42:36doing like no one had like bots in the
42:38coaching space. Like no one was doing it
42:39when we started doing it. Um and it was
42:42actually launched like I said to
42:43actually help with client support
42:44because I just couldn't keep up with
42:46everyone I couldn't keep up with the
42:48demand. And my clients I immediately
42:50rolled it out behind the scenes and my
42:51clients were like it was insane. I
42:54remember the first week I launched it, I
42:55went from having like 50 people on a
42:57call with me for like 5 hours where they
42:59would just could not get enough. There
43:00was like 14 people came to a call and
43:03they were like I'm not I don't even need
43:04to ask you anything cuz I've already
43:05asked Leanne AI. Like this is awesome,
43:07but it just removed me as the cost and
43:10it was very effortless because of like
43:13hiring somebody who knows what the [ __ ]
43:15they're doing. I wouldn't have been able
43:16to do that myself, but I did have the
43:18richness of the intellectual property
43:20and I was available for the solution cuz
43:23there needed to be one and then I met
43:24Brooke and thankfully she helped me
43:26launch Leanne AI and and now we have
43:28thousands of people subscribed to it as
43:30a separate standalone offer. Mhm. Okay,
43:32I want to be able to let them ask some
43:34questions as well. Who has just for a
43:36temperature, who has some questions?
43:37Okay. But before we go into that, I
43:41for like I would love to know
43:43potentially like an underrated or
43:45unexpected way that you feel like you've
43:48generated a lot of leads. Like something
43:50maybe you didn't expect. Oh, this is a
43:53that's a great question. So, in November
43:56of last year, I hosted a live event much
43:58to my like I was like why am I doing
44:00this to myself?
44:01>> [laughter]
44:01>> It's so much like doing in-person stuff.
44:04Again, how like I'm an all in or all out
44:05girly. I'm an aesthetics girly. So, of
44:07course everything was going to be like
44:08next level. But I did a 150 person
44:11in-person event in November of 2025. And
44:13when I did the event, it was very much
44:15around such a relevant conversation to
44:18messaging too because I had really built
44:20a brand as like the audacious like
44:22audacity is my middle name, right?
44:24That's that's clear and a lot of people
44:26are very attracted to me because of the
44:28very bold branding and the very rich
44:30queen red lips. Like when I don't have
44:32red on my nails, people have a
44:33palpitations. They're like where's the
44:35red? Why do you not have red nails? But
44:36for me, I'd really built a brand that
44:38again, somewhere along the way I was
44:40like I'm starting to feel a little under
44:43expressed in my brand in the sense that
44:46I felt like everyone wanted I needed to
44:49be the audacious version of me. When
44:51truth be told, that season that I talked
44:53that I spoke about with when I met
44:54Brooke was one of the hardest seasons
44:57that I've had in a long time and I'm
44:59someone that I've historically struggled
45:00with depression my entire life. And I've
45:02been very open about that journey in
45:05different ways, in ways that were very
45:06comfortable to me, but with Soft Girl
45:07Millions, my intention was actually to
45:09step into that room and step onto the
45:10stage and not teach strategy, not teach
45:13messaging. Like you can learn from me in
45:15my programs for that. It was very much
45:17around pulling back the curtain around
45:18like how have I become so audacious and
45:21how do I still have challenges around
45:23mental health including in November of
45:252024 when I was at the peak of like a
45:28very very depressive like period of
45:30time. And I went into the event last
45:33year and I figured if I'm doing the
45:34event, I may as well do a movie around
45:36it. Like of course we're doing an event,
45:37why not do a movie around it? So, we
45:40Why not make a movie while we're doing
45:42the event? So, we did and I invited the
45:44team to my house and I shared very
45:47vulnerable things to share around that
45:49season and shared things that I had
45:51never shared before and we released it
45:53and we originally So, we originally sold
45:55the movie and we did I can't remember
45:57what we did. We sold it for like 222,
45:59333. I think we made like 30 something
46:00grand. When I watched it back, I
46:03refunded everybody that bought because I
46:04knew that like everyone needs to be able
46:06to watch this. Anybody that needs to
46:08There were people that need to watch
46:09this and it was one of the most
46:11vulnerable things I've ever done because
46:12there's something different about
46:13sharing your heart and soul to people
46:14that are like in your world when you're
46:16like anyone on the internet. We ran ads
46:18to that. We had the lowest cost per lead
46:20that we've ever had and it really
46:22shifted the perception of my brand
46:25because actually what was missing from
46:27the brand was people were like oh, well
46:29she's AI. Like she's too perfect. She's
46:32AI. She's not even real.
46:33And when I actually showed that I was
46:35real and I actually really struggled
46:37with depression. In fact, I considered
46:38suicide in November of 2024.
46:42Everything changed. So, to answer your
46:45question [laughter] in a very emotional
46:46way. It was something that was
46:48incredibly difficult to do, but and
46:50again, I was like we're going to run ads
46:51to this. Like I don't know whether
46:52you've ever been on the internet, but
46:53people are savage.
46:55>> [laughter]
46:55>> So, you're really opening yourself up in
46:57your most vulnerable time, but it was
46:59the best decision that we ever made. So,
47:01that created such a huge We had You know
47:04what was so funny? Nothing tells you
47:05you're on the right track like the fact
47:06that we had a million dollar week. I
47:08didn't sell anything at my event from
47:09stage. Didn't sell one thing. Did not
47:11sell. And we had a million dollar week
47:13before we even hosted the live event.
47:16And the movie and what we did at Soft
47:18Girl Millions, I'm so proud of it and
47:19that's why the show was born because we
47:21were like I was like we need to have
47:22more of these conversations. It's kind
47:23of tricky to do that in 150 characters
47:25in an Instagram post. So.
47:28Well, I cried at your podcast.
47:30>> [laughter]
47:32>> I was like WHY AM I CRYING?
47:34UM
47:35WHO First of all, thank you so much for
47:37sharing that. Who resonates with those
47:39moments?
47:41We are we are literally all in this room
47:43and it's funny that when when you all
47:45show up in this room,
47:47I Chris and I all have a bit of an
47:50inkling of who you really are because if
47:52we attracted you just like how if Leanne
47:54attracted you,
47:55the her brightness also that she has
47:58that we see in us, there's probably also
48:01we're fighting something at the same
48:03time.
48:04>> say like the bigger the light, the
48:05bigger the shadow. Mhm. Like show me
48:07someone that like shines bright and I'll
48:08show you someone with some shadowy [ __ ]
48:10that they've had to conquer. Who's got
48:11some shadowy [ __ ] I'm like mhm.
48:14>> [laughter]
48:14>> Yeah, I'm so grateful for you sharing
48:16that. And And you know, when you had
48:18said, you know, what's missing from the
48:20brand, I think that is such a great
48:22question to ask ourselves. Like what are
48:25we showing and consistently sharing, but
48:28how do we feel that we are not like
48:31truly showing ourselves to where people
48:33can really they you cut right through
48:35the noise with that one.
48:36>> Yeah. Like literally straight to the
48:38heart of is this you as well? And the
48:40way the way to identify that by the way
48:42cuz I think it's a tricky one for
48:43people. Again, for messaging, in order
48:45to get people to feel you, there's a
48:47difference between being seen and being
48:48felt and being felt makes you a lot more
48:51money than being seen, which is why
48:52people with hundreds of thousands and
48:54millions of followers hire me that are
48:55making a fraction of what I'm making. In
48:58order for people to actually really feel
49:00you, you often need to show them the
49:02opposite.
49:04So, for me, audacity is is easy as
49:06breathing. The opposite of that is
49:08vulnerability. Is raw. And it doesn't
49:10mean that you then have to live there
49:11because there was a part of me that was
49:12like God, now do I have to like keep
49:14sharing content about having depression?
49:15Like I was a little bit like this felt
49:17it felt janky to me for a second.
49:19Audacity content feels very easy for me.
49:22And I really loved that it was that was
49:24as easy for me to create content when I
49:26actually realized that it's that it
49:28doesn't have to come from a place of
49:29pressure. Like you don't have to Now,
49:30you don't have to be like two posts
49:32every week need to be about depression
49:33and suicide. Like that's not what the
49:34message is. The point is is am I giving
49:38you more of me? And it was actually
49:39indicative of just like even one of the
49:41biggest things I heard behind the scenes
49:42when people came into my world when I'd
49:43be like doing a client testimonial
49:45interview, I'd be like, "What surprised
49:46you about me?" And they were like,
49:47"You're actually really funny." And I'm
49:48like, "That was [ __ ] surprising to
49:49you?" But when I looked at when I
49:52[laughter] looked at my social media, I
49:53was like, I can actually see how you
49:54could have how you could miss that
49:56because I wasn't I wasn't bringing it
49:58forward. And so when I actually started
50:01to show more of my humor in my stories,
50:04in my face-to- camera, it's like that we
50:05all communicate our personality traits
50:07in slightly different ways. For me, it
50:10was like now if you go to my social
50:11media, you will find that. You will find
50:13like more of the rem- the full
50:15expression of me is like what I call it
50:17around like talking about the more
50:19vulnerable things, but also sharing more
50:21of like the personality because again,
50:23like if you have a personal brand, it's
50:25really important that you share. You
50:27know, it's different when you have a
50:27brand that is about the brand, that is
50:30different, but you still got to make
50:31people feel something. So often you
50:32still the same principles apply even if
50:35we're talking about a brand and a
50:37physical product, you still need to show
50:39you need to make people feel something.
50:40You have to show the range, the
50:41opposites. It can't otherwise it's one
50:43tone, and even the best things get
50:45boring if you just stick there. Well,
50:47thank you so much
50:48>> so fun. Thank you.
50:49>> so wonderful.
50:50>> Thank you. Yeah. Thank you for having
50:51me.

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