The Wylde Launch · Bonus Resource
When It
Isn't Selling
The diagnosis, the data, and the shadow work — for the launch that did not go as planned.
You have done everything. The lead magnet is live. The sales page is up. The emails are going out.
And it is not selling.
Before you burn it down and start again — work through this. Nine times out of ten, it is one small thing, in one specific place, that is leaking the whole launch.
Part One
The Diagnosis
Work through each of these. Be honest. The answer is usually one or two of the ten — not all of them.
The positioning is slightly off.
The right people arrive but do not feel spoken to. They read it and think "this sounds interesting" but not "this is for me." The language is close but not precise enough.
What to look at
Your hero headline. Your "this is for you if" section. Your testimonials. Are they describing the woman you actually want in the room, in the specific words she uses about herself?
Diagnostic questions
- If she landed on your sales page and read the first paragraph, would she immediately feel seen?
- Are you describing who she is or who she wants to become?
- Is your language your language or her language?
The lead magnet attracts browsers, not buyers.
A lead magnet that is too broad or too beginner-level fills your list with curious people who were never going to buy. The lead magnet should attract the woman who is already close to a yes.
The fix
Your lead magnet should be the first step of the journey your paid offer takes her on. If someone downloads it and loves it, joining the paid offer should feel like the obvious next move.
- Does your lead magnet attract someone who could buy your offer tomorrow?
- Is there a clear through-line between the freebie and the paid offer?
- Would someone who downloads it feel a natural pull towards your next offer?
The offer ladder is not structured.
She does not naturally move from one thing to the next. There is a gap in price, trust, or journey between where she is and the offer you are asking her to buy.
What this looks like
Lead magnet → low-ticket → mid-ticket → high-ticket. Each step builds trust. Asking someone to go from freebie to £2,000 with nothing in between is too big a jump for most people.
- Is there a clear stepping stone between your freebie and your main offer?
- What is the lowest-risk way someone can experience your work?
- Does each offer naturally lead to the next one?
The bump and OTO are missing or too late.
An order bump at checkout and a one-time offer on the thank you page are two of the highest-converting moments in any funnel. Most people skip them or add them after the momentum of the yes has gone cold.
When to use them
Order bump: at checkout, before they pay. OTO: on the thank you page immediately after purchase — when the yes energy is highest.
- Is there something small and high-value you could offer at checkout?
- What is the natural next step after someone buys your main offer?
- Are you capturing the momentum of the yes or letting it go cold?
The masterclass does not build enough belief before the ask.
The pitch should feel inevitable — not like a gear change. Most masterclasses spend too long on content and not enough time building belief in the transformation before asking for the sale.
The structure that works
Teach something genuinely useful. Weave in your story and client proof throughout. Address objections inside the content. By the time you reveal the offer, she should already be thinking "I need this."
- Are you pitching too early, before trust is fully built?
- Is client proof woven throughout or saved for the end?
- Does your content address her objections before you make the ask?
The sales page builds trust but loses her at checkout.
She reads the page, she is nodding, and then something between the buy button and the payment page kills the yes. A page that builds trust beautifully can still lose the sale in the final three clicks.
Where to look
The CTA button text. The number of clicks between yes and paid. Whether the checkout matches the energy of the sales page. Whether the price feels like a shock because she had to scroll to find it.
- Have you completed the full checkout yourself, as a buyer would?
- Is the payment page consistent with the sales page?
- How many clicks does it take to go from yes to paid?
The checkout leaks.
Technical friction kills conversions. A slow page, a broken link, a form that errors on mobile — any one of these can lose a sale that was already won.
Test everything
Go through the full checkout on mobile and desktop. Check loading speed. Make sure the confirmation email arrives. Set up an abandoned cart sequence — many people just got distracted and need one email to come back.
- Does your checkout work on mobile?
- Do you have an abandoned cart email set up?
- Is the confirmation email arriving and linking to the right place?
The email sequence is not doing its compounding work.
A single email does not sell a high-ticket offer. A sequence does — but only if each email does a specific job: build trust, address an objection, share proof, create urgency.
What compounding looks like
Email 1 builds trust. Email 2 tells your story. Email 3 gives value. Email 4 shares proof. Email 5 introduces the offer. Emails 6 and 7 create urgency. Each one moves her one step closer.
- Do you have a full 7-8 email sequence running during launch?
- Are you resending to non-openers with a different subject line?
- Is each email doing one specific job?
The ads are building the wrong audience.
Ads can build an audience fast — but only if they are attracting buyers, not browsers. An ad that optimises for cheap clicks fills your list with people who were never going to buy. The cost per lead looks great. The conversion rate does not.
What works for audience-building ads
Trial Reels often outperform standard ads for warm audiences — they look native and attract people who already resonate with your content. Optimise for leads, not traffic. Always send ad traffic to a specific landing page, never your homepage.
- Are your ads optimised for leads or for clicks?
- Is your ad creative attracting the woman who is close to a yes?
- Are you testing Trial Reels alongside standard ads?
- Are you retargeting people who engaged but did not opt in?
- How are you nurturing the list your ads are building once they land?
She has not had enough touchpoints yet.
It takes an average of 20 touchpoints before someone makes a purchasing decision. Most launches create five or six — a few posts, a couple of emails, a live — and then wonder why conversion is low. The answer is usually not the offer. It is the volume of contact.
A touchpoint is any moment she encounters you. A post she sees. An email she opens. A story she taps through. A reel that plays. A DM she receives. A live she watches. Each one builds familiarity, trust, and belief that you are the right person for her.
What 20 touchpoints looks like across a launch
Daily stories. Feed posts every two to three days. A seven to eight email sequence. A live event. DMs to warm leads. Retargeting ads. Podcast mentions. A waitlist nurture sequence. An abandoned cart email. A personal follow-up. Stack them. The women who buy are often the ones who have been watching for months — your launch gave them the moment to say yes.
- How many times does a warm lead encounter you between discovery and the ask?
- Are you showing up daily in stories or disappearing for days at a time?
- Is your email sequence long enough to do the compounding work?
- Are you showing up on more than one platform?
Part Two
The Data
Before you change anything, look at the numbers. The data will usually show you exactly where the leak is.
Metric One
Email open rate
Industry average for the wellness space: 35-45%. If you are below 25%, the problem starts here. People are not even reading what you are sending.
If open rates are low: your subject lines are not compelling enough, or you are sending to a list that has gone cold. Re-engage or segment before the next launch.
Metric Two
Email click-through rate
If people are opening but not clicking, they are reading your emails but not feeling compelled to act. The copy inside is not selling the click to the sales page.
If CTR is low: your email body copy needs a stronger CTA and a clearer reason to click now rather than later.
Metric Three
Sales page time on page
If people arrive and leave in under 30 seconds, the opening is not doing its job. If they stay but do not buy, the close or checkout is the problem.
Short visit: the headline is not pulling them in. Long visit, no purchase: look at pricing, checkout friction, or missing social proof.
Metric Four
Sales page conversion rate
A cold audience converting at 1-3% is normal. A warm audience should convert at 3-8%. If your warm audience is not converting, the offer, positioning, or timing is off.
Below 1%: positioning or trust issue. Above 3% from warm audience: you have a good offer and a messaging match. Scale from here.
Metric Five
Checkout abandonment
If people are landing on the checkout page and not completing, the leak is in the final step. Price shock, technical friction, or a checkout that feels inconsistent with the sales page.
Set up an abandoned cart email sequence. You will recover a meaningful percentage of these — they were close enough to click buy.
Metric Six
Masterclass show-up and conversion rate
Average show-up rates for live events have dropped to 20-40% of registrants. Of those who attend live, conversion rates of 5-15% are normal for a warm audience.
Low show-up: improve your reminder sequence. Low conversion from attendees: your masterclass needs more proof and objection handling before the ask.
Part Three
The Shadow Work
Sometimes the data looks fine and it still is not selling. That is when we go underneath the strategy.
Prompt One
What do you actually believe about this offer?
Not what you say about it. What you actually believe, quietly, when you are alone. That it is not quite ready. That it is not worth the price. That someone is going to point out the flaw. Write the real answer.
Prompt Two
Who specifically are you afraid to see buy this?
Not the internet. Specific people. An old colleague. A family member. Someone who knew you before. Name them. What are you afraid they will think?
Prompt Three
Where in your body do you feel the resistance?
When you imagine someone clicking buy — right now — where does your body tighten? Throat, chest, belly, shoulders. Put your hand there. Breathe into it. What does it need you to hear?
Prompt Four
What is the line that is running this launch?
Said by a specific adult, at a specific age. "Who do you think you are." "Stay in your lane." Find the one that belongs to you. Write it here. Then write what you know to be true instead.
Prompt Five
What would it mean if this sold out?
Not practically. Emotionally. What becomes possible? What becomes expected of you? Sometimes the fear of success is louder than the fear of failure. Which one is running this launch?
Prompt Six
Are you posting from power or from fear?
Go back and read your launch content. Is it written from the version of you who knows this is good? Or from the version hoping someone will validate her enough to buy? You can feel the difference. She can too.
Somatic practice
Before you change anything — move first.
Stand up. Shake your hands, your arms, your whole body for two minutes. You are moving the contraction through, not pushing it down. Then take three slow breaths. Put your hand on your chest. Say out loud: I made something good. The women who need this are looking for it. I am ready to be found.
Then go back to the strategy. In that order.
Part Four
The Post-Launch Reflection
Whether it sold out or fell flat — this reflection is what turns one launch into a better one. Do not skip it.
What did the data show me?
Where exactly did people drop off? What is the one number that tells the clearest story?
What did I hear from people who did not buy?
The women who enquired, engaged, and did not purchase — what did they say? What did they not say but you could feel?
What was I most afraid to do during this launch — and did I do it?
The DM you did not send. The live you cancelled. The post you softened. Where did fear run the strategy?
What one thing would I change about the offer itself?
Not the marketing. The actual offer. The price, the format, the promise, the container.
What did this launch do that I am not giving it credit for?
List size grown. Warm leads identified. Objections uncovered. Brand trust built. A launch that did not hit its target still did things. Name them.
What is the one thing I am taking into the next launch?
Not three things. One. Write it clearly so you actually use it.
A launch that did not sell is not a failed launch.
It is a launch that gave you information your next one will use.
Find the leak. Fix one thing. Run it again.
That is how offers get sold out.
With love, Pip x