“I’m sure anyone who starts a business or starts something new can feel really defeated when you’re not getting the engagement or the likes or the response that you thought you were going to get. But just keep going because it does pay off.”
And boy, did it pay off for Circuit Sales System student Felicia Romero!
When fitness and wellness business coach Felicia noticed buyers becoming more cautious and taking longer to convert, she knew she had to let go of the tactics that were no longer working and find a different way of selling.
Not only did flipping on her Circuit allow her to create a six-figure launch in 45 days (is that a record?), it also meant she could focus more of her attention on the people already inside her community.
Here, we learn how building a predictable sales model has been instrumental in Felicia’s success and why building the right mindset has been just as important.
Pursuing a Passion for Fitness
In her early 20s, Felicia found herself at a a pivotal career crossroads: go to law school or pursue her passion for health and fitness. Knowing deep down that law school was not her calling, she abandoned the legal path (much to her mom’s devastation) and chose to follow her heart into the world of fitness.
“I remember when I opened up my first gym, I had no business plan. I didn’t know what a business plan was, but I knew I wanted to do this thing. And I often say, in my 20s, my naïveté really got me through a lot of that because I didn’t know what I didn’t know. I just knew I had a big dream. And so I just made the thing happen.”
As she continued to grow her brand, Felicia started competing as an IFBB figure pro (think Arnold Schwarzenegger). Years of competing opened the doors to some incredible opportunities, including eight fitness magazine covers, which—before the days of social media—was fantastic exposure for her brand.
Old Marketing Tactics Stop Working
In the last couple of years, Felicia started to realize that some of the everyone’s-doing-it marketing tactics that used to work for her were not working anymore. As things started shifting in the online space, Felicia noticed buyers becoming a little more cautious and taking longer to gain the trust they needed to convert.
“I can’t just show up online on social media and people are going to buy from me. That worked in 2019, 2020, 2021, but all of a sudden things started not working anymore. And what happens when things aren’t working anymore? You can’t keep doing the same thing.”
While Felicia believes live launching can be useful at the start of your journey to figure out who your ideal client is and who is responding to your content, the exhaustion and intensity that came with it just wasn’t sustainable anymore: “I wanted to focus and put an emphasis on the people that were already *in* my community. And with the live launching and constant sales calls, it was taking away from the experience with my people.”
A few years ago (particularly during the pandemic), live launching felt quite novel—“Ooh, what is this? A live event I can go to!” Whereas now, people are thinking, “Ugh, not *another* live event. Do I have to show up?”
People used to set aside time on their schedules to attend live events but now they’ll sign up for it and think “Oh well, I have other stuff to do. It’s not that important.” But if you’re making them wait, then live events aren’t an effective way to get people to purchase.
Going evergreen taught Felicia that she was able to have something that wasn’t start-stop, which was great. But the problem was, it didn’t create urgency. There was no expiry date for her videos and without deadlines, people never feel the need to act now.
Evergreen also made Felicia aware of a key mistake in her approach to paid advertising. Instead of expecting everyone to convert, she needed to start treating it as lead generation. She needed to view it as something that would help to build her email list, whether they convert or not. And with that, she could continue to refine and improve her offer.
She realized she was really good at building community and creating a warm audience, especially on social media. But now it was time to really dial in her marketing and messaging, which was one of the main attractions of the Circuit Sales System course.
Creating a Six-Figure Circuit Launch
When Felicia came across the CSS, she knew this was different to anything else she’d seen and something she wanted to implement in her business. And it has truly helped: “I might have heard it before, but the way that you explained it, Nicki, and the way that I learned it from the course, I was like, ‘This is it! This is what I need to learn to do.’ And it changed everything. Even those little key phrases like, ‘Hey, this is expiring, you have three days’, and each day they’re getting that email—that made a huge difference.”
And it’s true—without that deadline, people just don’t take action. Even if you offer your audience something that they want and is really valuable to them, like a free class about how to make $10,000 a month in their business, we can’t just assume they’re going to make it a priority and watch it. It’s just not how humans work.
Another thing that Felicia learned from the CSS course was that her videos were too long. She needed to condense her content and make it more digestible. After reducing the length of her mini course from an hour down to 20 minutes, things started shifting. When she turned on her Circuit and added the Deadline Funnel aspect, Felicia was able to create a six figure launch in 45 days, with most of her sales coming from her email list, social media, and her podcast.
Building a Better Mindset
But don’t forget that this launch came from someone who was previously feeling defeated and discouraged by the engagement she was seeing. And so the mindset work has been just as important as the strategy piece for Felicia, who reminds us that you can’t have one without the other if you want to succeed:
“If you get really emotional over numbers or really emotional over the posts not turning out the way you hoped, or you thought this person was going to sign up and they didn’t, we really have to take our emotion out of it. You have to look at your business in a very neutral way. And the moment you attach your self-worth to your business and your numbers and your bank account, the moment that something goes wrong in that business, how do you think that’s going to make you feel? So it was a really great reflection for me and a lesson for me to say, ‘Okay, I need to separate these things. Let me just analytically look at these numbers. Let me look at the data because the data will tell you what you need to do.”
Felicia had to get rid of all the excuses of why she wasn’t where she wanted to be and embody the person she wanted to be right now. Each day she’d ask herself, “What is Felicia doing today that’s going to yield those results?”
“I always do some sort of income producing activity every day. That could be creating a sales page, having conversations, following up on emails, it could look like a lot of things, but I always made sure I did something every day that got me closer to the place I wanted to be.”
Identifying Your Big “Why”
So many of us gloss over why it really matters to us to do something, which is why getting clear on your big “why” is a must before taking action. Yes, numbers are important but why does it matter that your business works or that you have more freedom?
We have to find a deeper meaning because when we hit a milestone, we’ll just get there and think, “Oh, it’s not good enough. I need to do more.” And we create that expectation hangover because you thought it was going to feel different when you got to this place. Felicia noticed herself getting into the dangerous cycle of constantly striving for the next thing, before switching her focus:
“A couple of years back when I made that decision to not put so much emphasis on the expectation, but to truly replace that with appreciation and gratitude—and I know it sounds so cliché—it’s so powerful. And when you really start to notice the things that you’re really grateful for in the life that you have, in the current place that you’re at, you will truly create the abundance you’re seeking because it’s already within you. And so when you’re in that natural state of abundance and high vibe and appreciation, what do you think happens to everything around you? Your energetic force field starts to increase and as you change, everything around you changes, and the opportunities that are presented to you change.”
And this same principle can be applied when you switch from live launching to selling on autopilot. Yes, the launch gives you that intense burst of energy, which we know can work and be a lot of fun. But it’s a very different experience to building a business where you can receive sales every day, people are welcomed into your community and get what they need, when they need it, and are supported all the way through.
You don’t have to constantly question, “What’s going to happen? Is it going to be successful?” which is frankly exhausting for your nervous system. Moving to a predictable sales model has been a much smoother, more peaceful process for Felicia, while still allowing her to achieve (and exceed!) her goals.
Read More
In this blog post, you’ll find out more about why live launching is chaotic, stressful, and downright risky (and the stress-free alternative to boost conversions).
Watch More
When Circuit Sales System student Felicia noticed buyers becoming more cautious and taking longer to convert, she knew she needed to find a different way of selling. In this episode of the Energize Your Online Business podcast, we hear how flipping on her Circuit allowed Felicia to create a six-figure launch in just 45 days!
Your Turn!
Are the marketing tactics that used to work for your business no longer working? Let us know in the comments below!