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Listen to The Good, Bad, & Ugly BTS of My $40K Launch on: Apple Podcasts | Spotify | Your player of choice
You all have been LOVING my launch debrief episodes, so we’re doing another one!
I’m taking you behind the scenes of my latest Private Practice Academy launch. We’re talking the good, the bad, and the ugly.
This time, I tested a much shorter four-day sale as part of my ongoing goal to work smarter, NOT harder.
The result? 39 therapists joined PPA, bringing in $40,823 in revenue AND putting us just one sale shy of my goal!
In today’s episode, I’m talking about the good, bad & ugly of my $40k launch.
The biggest win of this launch? My free webinar.
We had 574 therapists register, 256 show up live, and 64% of our total sales came from people who attended live. 74% of total sales came from people who had at least registered for the webinar, which is pretty cool!
I also tested not offering a replay, which increased live attendance to 45%. Combine that with a strong fast-action bonus, and 24 of our 39 sales happened within the first 11 hours!
But not everything performed amazingly.
Some of my emails, organic Instagram content, and Stories were pretty average. My Instagram Story views actually dropped significantly during the launch.
We also started working with a new ad agency right before the promotion began (which came with a learning curve).
Even so, our Instagram ads brought in about four times our investment. My targeted emails significantly outperformed my broader emails. My shorter emails performed just as well (if not slightly better) than the novels I’m usually tempted to write!
The biggest reminder from this launch? You do NOT need every piece of your marketing to perform perfectly to have a successful launch.
Focus on building a warm audience, and provide real value before asking for the sale. Create bonuses people actually want (not some random PDF you think people need, but actually don’t).
Lastly, give your audience opportunities to talk directly with YOU. Showing up as the actual human you are is crucial. After all, people need to know who the heck you are if they’re going to buy from you!
In this episode, The Good, Bad, & Ugly BTS of My $40K Launch, I cover:
- Testing a shorter launch without sacrificing strong results
- Using a live webinar to build a highly engaged + warm audience
- Creating fast-action bonuses that solve real audience needs
- Using targeted emails to speak to different stages of the buying journey
- Testing Instagram ads, Stories, Reels & carousels during a launch
- Giving potential buyers direct access to ask questions BEFORE purchasing
- Why your marketing doesn’t have to perform perfectly to have a successful launch
Resources & Links:
- ⭐️Get 15% off your first month + $500 set-up fee waived with Fire Us Marketing using code KELLY
- ⭐️My Hannah Montana IG post
- ⭐️ This episode is sponsored by Jane – use code: KELLY2MONTH for a 2-month grace period
- ⭐️ This episode is sponsored by Alma, the financially rewarding way to go in-network
- ⭐️ Private Practice Academy Bundle (PPA)
- ⭐️ Reels Membership
- ⭐️ Business Coaching Waitlist
- ⭐️ Free training
- ⭐️ Caption Guide
Related Episodes:
- Episode 83: How I Earned $854,316 in 2025
- Episode 84: BTS of How I Turned Around My FLOPPED Launch
- Episode 106: BTS Launch Debrief: $21,534 in 6 Days
More about the Business of Therapy podcast:
Are you a passionate therapist that’s burnt out and ready to transition to private pay? You’re asking yourself questions like “how do I build a business?”, “how can I effectively use Instagram to market myself” and “how can I scale a private practice?”
Welcome to the Business of Therapy podcast where we’ll answer those questions and more! Here you’ll find honest conversations about the good and the bad of being a therapist, tactical advice and best practices for marketing yourself on Instagram, and solidarity and community to find your own version of success as a therapist.
Join your host, Kelly McKenna, and her guests as they dive deeper into topics such as navigating burn out, mastering your mindset and boundaries, and tactics and strategies for marketing on Instagram, and more!
Kelly is a licensed therapist and business coach who grew her private practice on Instagram and has helped thousands of other therapists market themselves on social media, and effectively start and scale their private practice.
These episodes will leave you feeling empowered and equipped to take action towards your dream of a successful private practice.
Make sure to hit follow/subscribe so you never miss an episode!