And so I immediately shut that down.

I think too, I think something that's really important in that pitch is that Amy and I have at least one mutual friend.

And I think pulling on that network was really, and I had gone to our mutual friend and, you know, like, you know, made sure like, hey, is it okay if I mention you in this? And, you know, use it as credibility.

And my friend was like, of course, of course.

Like, but like, just how important is, And I think this is really like the long term, like looking at things long term of like networking and having friends.

And it's not like I became friends with this person because I expected anything from them later on.

Right.

So I just want to say good job as your friend.

You recently just experienced empty nester, but it, but it gave you this sort of insight, which is what you shared with me.

Yes.

And I would say I'm almost full nest.

I still have, my youngest is still at home.

But what it really...

I think the biggest thing that I realized going through this is I felt, thank God I started my business when I started my business, 'cause I had no idea what was coming up, if you will, and that, that I am so glad I started something for myself when, even when, you know, eight years ago when I think about my youngest was 10.

My kids were a little bit older.

I've just seen it in Boss Mom, so many moms that are deflated by the idea that they've been told how much they should make, and then they went in going like, "I'm gonna, day one, I'm gonna start demanding this amount of money." And then they feel like nobody loves them and they're not worthy or worth it, and I'm like, oh my gosh, what a terrible perpetuation to create for moms.

If you have some ideas for making the Voxer experience easier or making it easier for your hosts or even the audience, people who are signing up, if you have any kind of things you've learned over the last since you've done this so many times, I think that's a powerful thing.

I feel like there's always stuff that I'm learning every time, right? So even this last time, I, for some reason, never told people, like, make sure your notifications aren't turned on.

And during talking to one of these people, their conversations are in Boxer.

They're off the cuff.

But on the other hand, I want it to be a good listening experience.

So it's like, okay, now we need to add that simple line.

Like, there's these little things.

and how you use this very strategically in what you said i think you said earlier on pre-launch so we can get into kind of your brain a little bit we also on this show like to kind of showcase the expertise of our people that use our products and you do pre-launch strategy and so this idea of using this as a launch i'd love you to walk us through that so yeah thoughts on you know that have you ever had someone ask you that that's another way we could talk about it too I

And there are obviously ways

to warm that person up, I suppose.

Yeah.

So I am not like a cold expert, if you will.

I would be thinking instead, if I show up on Lynn's website and it's terrible in theory, obviously, and I would be like, okay... how could i wiggle for lack of words like how could i wiggle my way into lynn's world where she notices me so i think that would be the first hand you know obviously if you're sending a loom to someone and they're they may not i get these pitches all the time that i don't even open it right where people are trying to tell me oh i can fix this for you i can do that i just delete delete delete However, if I showed up on Lynn's website and maybe I message her, I find her on Instagram and I say, Lynn, so great to meet you.

I see you live in beautiful Australia.

I actually dream of coming to Australia.

So what happens after, yeah, when you actually start to actually sell?

I don't wanna say traditional way, but, like, without that much intention?

Yeah, that's a really great question, and you know, I haven't thought about it in the past.

This is the first time I did the launch report.

So let me describe as ... for the listeners.

So what I did is I have my yearly event behind the launch, and why I didn't do this the five other times I've done behind the launch, I don't know.

But basically, I go and speak to, I mentioned it earlier, 20-plus experts about what's working with launches now.

And then I decided to create a launch report from that.

Was there anything in there, Brenna, that surprised you? Was there anyone's case study? Was there anything that you were like, "Oh, I'd never thought of that"? Yeah, was there any surprises in there?

What's step number two when you're talking about anticipation marketing?

Yeah, it's to think about what hurts.

And I don't know about you, but I feel like I've heard a lot over like the last year or so that like, We shouldn't, you know, we shouldn't be talking about people's pain or, you know, like you don't want to do pinpoint marketing is dead.

And that is like the worst advice.

If you ever hear that, it's the worst advice you'll ever hear.

So we buy because of pain, right? And we, if you think about it, you know, or desire, depending on what we're selling, but like we're, most of us are selling something where we're solving a problem.

And so what you want to think about is not what the problem with pain point marketing a lot of times is that we're tapping into the pain point of the wrong ideal client.

Before we round it out here, is there anything that you wished people like me would ask you about a pre-launch that you just don't get asked enough or that you just wish people knew more about?

What exactly is a prelaunch? And then let's kind of break it down.

Yeah.

So a prelaunch, like I said, you know, the easy definition is like, what is the four to six weeks of before you launch? So it's thinking about what type of content do I need to create before I put an offer in front of someone? And so when you think about this, your people have a set of beliefs before they're ready to buy from you.

So before someone is ready to buy from you, they have to have three beliefs.

And that is, first of all, they need to believe that you are the person that can help them get the results that they want.

Secondly, they need to believe that your process or your method is the way to help them get the results that they want.

And we can go a little deeper into that.

So walk me through these four steps and let's get a better understanding of anticipation marketing and especially how that plays into the buyer psychology that we've already started talking about, because I find this so fascinating.

So can you walk us through what it is and why it works so well? And is it the same as pre-launching? Is it connected to it? Talk to me about that.

I would say when I look, when I think about anticipation marketing, it's almost the thing that is like covers pre-launch, right? It's all, it's all part of it.

But when I think about anticipation marketing in general, you know, I agree with you that right now, especially when I really started to talk about this all the time was 2022.

And I had already like seen the writing on the wall, but even more so at the beginning of 2026, which is you're correct.

Like people don't want to feel that pressure, the urgency.

It just, It doesn't work like it used to.

And it actually doesn't serve us as business owners.

Then what does it actually look like? Yeah, this is a