Hey you,

If you know me - you know I love a great conversion event that leads up to a launch. 

I’m talking…

• Freebie/resource

• Masterclass

• Multi-day series

Heck, most of the time I LOVE to host multiple day events to really articulate the message and the core methodology covered in the offer - so when it comes to the conversion… the ‘yes’ is a complete *no-brainer.

BUT, with this last launch (aka, my Black Friday to release my NEW - Under the Influence messaging system)... we just went for it, sans-conversion event

Today, I’m breaking down what exactly that looked like and how we relied on content and a quick waitlist only.

Structure of the launch (A content-based ramp up ~ i.e. no freebies or conversion event) 

The standard launch formula usually looks like this:

Run ads → Drive warm/cold traffic to a freebie/webinar → Pitch the offer

Or 

Organic content →  traffic to a freebie/webinar → Pitch the offer

^ Content is always utilized throughout those steps, but it's pointing towards an activation to support the indoctrination & conversion.

Instead, we relied ONLY on that content for this launch.

Here is the breakdown of how we structured the roll-out to sell this program purely through a content-based warm up & sales plan.

Our content strategy / themes per week

(plus pieces each week that moved the conversation forward) 

WEEK 1 - AWARENESS WARM-UP (Nov 10–14)

• Focus: Visibility, intrigue, and A-List growth.

• Objective: Build the A-List through exclusivity and anticipation before the official Black Friday reveal.

• Content Strategy:

  • Face-to-camera storytelling and brand-forward angles.

  • Tease: “Something’s coming for experts who feel under-seen online.”

  • CTA: “Click the sticker to join the A-List - I’ll DM you to grab your email so we can tag you for exclusive perks.”

  • Goal: Build excitement around exclusivity - the A-List is not just early access, it’s insider status.

Example content from Week 1:

WEEK 2 - PRE-LAUNCH MOMENTUM (Nov 17–21)

• Focus: Behind-the-scenes peeks, and more visibility on the offer.

• Objective: Keep warming leads, continue growing A-List, and seed transformation.

• Content Strategy:

  • Show progress: filming updates, portal sneak peeks, assets from ByAriel design team.

  • Use interactive Stories (“What part of messaging feels hardest for you right now?”) and immediately turn into content or email angles.

  • Position Under the Influence as the system that solves the 'lack of differentiation' problem.

Example content from Week 2:

WEEK 3 -  BLACK FRIDAY → CYBER MONDAY (Nov 24–Dec 1)

• Focus: Conversion + urgency.

• Objective: Drive mass enrollments using bonus expirations, segmented messaging, and A-List exclusivity.

• Content Strategy:

  • Two daily tracks:

    • A-List: Emphasize insider access, early bonuses, and their guaranteed perks.

    • House List: Announce bonuses progressively to keep momentum and reward early buyers.

Example content from Week 3:

Public Bonuses

Expiring progressively, the earlier you buy, the more you get.

A-LIST BONUSES

(Exclusive to subscribers who join the A-List before cart open.)

• Guaranteed Bonuses: All launch bonuses are automatically included - no expiry or windows.

• VIP Hot Seat: Guaranteed spot in The Influence Edit call. Includes bonus time with me, observation access, and 3-month replay.

Status Perks: “A-List” tag in inbox; exclusive A-List subject line labels for emails.

Our ‘Waitlist’ & How it Worked

Exclusive content for hottest leads

The A-List was what we were calling the ‘Waitlist with a twist’ or your ‘Waitlist’s cool older sister’ - basically it was our version of the wait list that guaranteed all who signed up the BEST bonus stack and a guaranteed ‘hot seat’ at the Influencer Edit (a live messaging brainstorming call I am hosting 12/10).

As you saw in the content plan, the A-List was our primary CTA in the ramp up. Once someone joined, they received 3-5 ramp up emails about Under the Influence including sneak peeks + micro-tips from lessons to experience what the program would be like.

Email Breakdown 

(Sales Email Flow and Timeline)

Then it was time for open cart!

*Note A-List received their own version of these emails to help open rates as their subject line included "[A-LIST]" to note that it was something specific for them. 

Monday, Nov 24

• 💌 Open Cart Blitz

  • Purpose: Announce public cart open for UTI at $147 Black Friday pricing and introduce the option to bundle with the Content Mega Pack.

Tuesday, Nov 25

• 💌  The Goods (Sales Edition)

  • Purpose: Turn The Goods into an education-led sales email that teaches messaging concepts while driving clicks to enroll in UTI.

Wednesday, Nov 26 

• 💌  Expiring Bonus Profile

  • Purpose: Answer top objections/questions about UTI and announce The Big + Small Bio as a 24-hour mid-cart bonus

Friday, Nov 28

• 💌  Compare Under the Influence to 1:1 Messaging Service

  • Reframe Under the Influence as my high-touch “done-for-you” messaging process packaged at a DIY price, show the ROI compared to 1:1, and drive Black Friday purchases of UTI (and the UTI + Content Mega Pack bundle) at the $147 promo rate.
    
    

• 💌  Black Friday Reminder PM 

  • A short, low-friction reminder to buy Under the Influence while the Black Friday price is active by clearly stating what it is, what it does in under two hours, and giving a direct link to purchase.

Saturday, Nov 29

• 💌 Plug & Play Emails Profiled

  • Purpose: Announce the new Plug + Play Launch Emails bonus as a Black Friday-only add-on for UTI and position it as a fast-track to launch readiness

Sunday, Nov 30

• 💌  Emails Expiring AM

  • Purpose: Highlight Plug + Play Launch Emails expiring tonight, contrast worst-case vs best-case outcomes, and push final weekend UTI + bundle enrollments.
    
    

• 💌  Emails Expiring Final Call PM

  • Purpose: Remind everyone that the Plug + Play Launch Emails bonus expires tonight and drive urgency to join Under the Influence today to claim the bonus and fix their messaging/content/launch struggles.

Monday, Dec 1 

• 💌  Profile Final Bonus AM 

  • Purpose: Announce The “Hey, Remember Me?” Kit as a Cyber Monday 24-hour bonus and reinforce why UTI is the foundational offer to close 2025/start 2026 strong.

• 💌  Cart Closing PM

  • Purpose: Send the last-chance reminder that cart + bonuses close tonight, summarizing everything included (UTI, bundle, bonuses) and making a hard final CTA.

The Takeaway 

We hit our revenue goal!

AND - there was more real time pushing-the-sale throughout the cart than I normally need to do when a traditional launch conversion event is involved.

Halfway through, I Slack’d the team:

“While I love how low-lift this launch has been, I also love the immediate sale-surge a conversion event provides. I miss my masterclasses lol.”

Every launch is data, and this one confirmed something for me personally: I prefer doing the heavier work upfront - warming the audience, building demand in phases, and letting a conversion event carry the sale for me in a leveraged, 1-to-many way.

Versus being in a long, open-cart “go mode” that requires constant real-time energy and pushing once the cart is open.

Both have different energetic and strategic tradeoffs - and for a low-ticket offer where the consumer risk is low and the lift is light, an “open-cart push” is totally viable.

😍 To the new Under the Influence clients - welcome! I’m so excited you're here and I can’t wait to see you at our live messaging call next week.

👋 To everyone else - thank you for being part of this experimental, low-lift launch with me. It’s fun to build in public, collect data in real time, and share the lessons so you can apply them to your own business.

More to come, more to teach, and more experiments always unfolding.

xx,
Shannon

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