Do you know what the scariest thing of all is with marketing, in my opinion? NO GUARANTEE to getting the results you expect.

Even if you are already an established coach. No matter if you have the BEST content, the BEST landing pages, and the BEST price, AND you are super clear on who you are talking to…

Your results are never about any of these things in particular. It is often the build-up of momentum and the energy behind your activities that determine success or failure.

The ugly truth behind most launches

Say you have a launch (just like many others, I personally dislike launches as they put so much unnecessary pressure on my nervous center and my Open Will center). Every day of the launch you will be obsessing over the results, or more often – lack of results. One thing I realized while working on two 7-figure launches for my clients: EVEN if you can afford that kind of pressure and have the best experts working on your launch, it will only be AFTER the launch is finished (including any down-sell periods) that you will see if it was a flop or a success.

This can make you upset and unsure when you announce the doors open for the early bird weekend, and nobody buys…

Generally, it is NOT the time to make any conclusions.

Maybe you have not yet built momentum. Perhaps the people you attract are more last-minute buyers. I remember in 2020 taking part in one of those 7-figure launches with now my friend and a renowned publicity expert, Selena Soo. I did everything I should as an affiliate partner – with zero sales… Up until 4 HOURS BEFORE CART CLOSED – when suddenly my leads started buying like crazy!

I never again allowed myself to focus on the results of the launch before the doors closed. What a waste of my nerve cells to worry about it!

Instead, I call my launches “selling without selling” and focus on RECEIVING the abundance, not GETTING sales. That is so much more aligned with my Open Will center design. And to allow this, I had to break the mold of prescriptive launch strategy and do it my way. Yes, of course there are some elements that are very important for getting any results and they are: consistency, frequency and call to action. Every launch needs a deadline, it needs to be nudging people to take action (human brain seem to always resists taking action unless there is an instant benefit OR a deadline).

But knowing that “doing it live” fuels my nxiety, I prepare everything in advance and use as much scheduling and automation as possible, so I do not have to actively be involved while all that nudging and reminding is happening inside my marketing funnels. I find that preparation way in advance is perfect, as it then gives me a chance to emotionally cool down before the launch period. And I can also lean into my healthy and aligned observer environmental style. Watching passively as the movie of my life (and in this case the motions ofmy business and marketing) unfold before me. Without being too “invested.”

The less I “care” about how much money I want to make or how many clients I want to attract, the more results somehow I tend to get from my launches.

And here is what they do not talk about enough in my industry: launches fail and it is not even an unusual thing. Flopped launches are part of the process and usually indicate either the lack of warm audience or that the offer needed tweaking for the existing audience. Something can always be learnt from a failed launch. This is part of what running a business looks like.

I know it is hard to decide to do it differently, as the mind constantly tries to interfere with worries and doubts, but this is also the perfect scenario to exercise TRUST.

The pressure is so immense during the launch that it can push you into a very energetically dangerous “desperate to get sales”  zone. Which, in a way, can be highly repelling to thode in your audience, because we can sense it!

Even though everything looks great in your marketing, that energy can push you to overextend yourself. Or you start micromanaging every little thing. Or you can post content that is slightly too much about you and sales and not enough about solving the problem your potential clients are facing…

Or it just feels off to those you are targeting, even though everything looks “perfect on paper.”

TRUSTING YOUR JOURNEY is one of the main factors in life and in business and, of course, your marketing.

“But I do not have launches, people can start working with me Any time”

Ok, this happens too, maybe there is no launches in your business, and you are recruiting clients all the time. The danger zone here is to attach expectations to every single piece of content you post (let’s say on social media) and find yourself checking on likes/comments and getting slightly desperate.

After all, you expected a flood of messages in your inbox asking to sign up with you.

The reality is that when there is an open-ended offer, the inbound messages are not as frequent as you may hope for. In fact as someone who specialized in organic marketing I can reveal a shocking secret. People so rarely reach out asking how they can work with you. Unless your content is as hot as someone like Eleanore Strong. She is my favourite messaging expert.

Social “selling” success really depends on a couple of factors: if you have your content nailed – and to achieve that, you also need to really know what you ACTUALLY do for your clients, in their words! You also need to have a big and constantly refreshed audience.

There are two strategies to get there.

STRATEGY NUMBER 1 – you could either send up to 50 friend requests every day to people vaguely falling into your target audience criteria, and by sheer numbers, some may be well suited for your offers.

I did that for a couple of years, and it worked at the time. A lot of successful coaches (that I personally knew) swore by this audience growth strategy. It worked for them perfectly. But that was before the pandemic, and a lot has changed since then, including AI changing the social media landscape (amongst other things) and algorithm design.

For me, that approach had a couple of issues.

The first is my personality. I am NOT a networking type. I love making bonds with a select few, and we go deep in our connection. It is a Projector thing in Human Design. We do not focus on groups.

But then the other issue is that I am a VERY self-focused person, not in a selfish way, but in the way I process information and experiences. As anyone with a 1/3 Human Design profile, we are here to serve humanity through sharing our personal perspectives and uniqueness. Self-focus is our Karmic mission in this lifetime. I do operate best in solitude or one-on-one, so sending a large number of friend requests went against my nature.

When I started experimenting with my Human Design, I realized how much resistance I had to this strategy. Even though I had done it for years and even taught it to my students and clients, it worked – BUT it was just something that felt SO HARD. I just wanted to hide away from all these new people and felt very unsafe and exposed. Me. The Queen of Visibility.

When I faced that truth, there was no turning back.

So I chose to follow STRATEGY NUMBER 2 – using publicity and online discoverability to attract the right people. In lesser quantities but much higher in quality as potential leads and clients. This strategy involves spending time creating content that is highly optimized to be found through search but still smart enough that it does not just offer generic information, the kind that someone saves and moves on in their search. I write about this aproach in two of my books: On Visibility That Sells (2025) and On Frequency of YOU (2026).

This is where I can fulfill that 1/3 profile destiny and share my experiences and findings, and share what is solid and what is just a puff of industry “smoke” to take one’s money. And it requires TRUSTING your journey. Trusting that your experiences and perspectives are VALUABLE to the collective.

Here is something important to mention. You may find sending friend requests exhausting because you are only thinking about it, not actually doing it, and experiencing what works FOR YOU. And when you read what I am sharing, you may want to say, “Oh, it did not work for Juliette, so it does not work!”

But it may be the exact strategy that is effective for YOU. So you just need to test it for 3-6 months before deciding what works for you, like ANYTHING else. Or you can book your Aligned To Be Seen Experience™ here and take the second-guessing out of the picture.

And going back to launches, pressure, stress, and NO GUARANTEE… We have to try things to know what needs tweaking, changing, adding, or letting go of BEFORE we can narrow things down to those activities that ALMOST GUARANTEE results.

Sometimes this search is required for you to learn some very important lessons. That is also part of your journey. And TRUSTING it is what makes the difference.

It unlocks curiosity and openness to what is coming, with an open mind and an open heart, knowing everything will turn out the way it serves YOU and everyone involved best at this moment in life.

So what I want you to ask yourself and be honest: do you trust where you are right now? Are you massively overthinking and stressing yourself out? Or do you trust that your experiments, your current strategies, and tactics are leading you to discover what truly works?