In this episode, Chuck Anderson interviews Milana Leshinsky to explore the power of launches in building a profitable and impactful business. They discuss launch strategies, emotional connection, authenticity, and innovative tools like AI to simplify content creation.

GUEST BIO

Milana Leshinsky is a launch strategist, creator of the Launch Game, and pioneer of virtual events, known for producing one of the first telesummits in 2005. She helps coaches, course creators, and experts design aligned launch strategies that attract the right clients and fill programs without burnout. Milana blends psychology, messaging, and strategy to turn launches into powerful enrollment journeys rather than stressful marketing pushes.

CHAPTERS:

00:00 Introduction to Impactful Launches

01:04 Milana's Journey into Launching

04:10 The Power of Group Marketing

07:34 Understanding the Launch Process

11:07 The Importance of Energy and Alignment

13:48 Finding Your Unique Launch Style

16:02 The Launch Game: Simplifying the Process

21:11 Emotional Aspects of Launching

23:37 Leveraging AI for Launch Content

26:55 Next Steps and Resources for Launching

LINKS:

To learn more about Milana Leshinsky, visit: https://milana.com/

To learn more about the Launch Game, visit: https://thelaunchgame.com/

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Until next time, keep moving forward!

Chuck Anderson,

Affiliate Management Expert + Investor + Mentor

https://AffiliateManagementExpert.com/

Hello everybody and welcome back to the show.

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This is the Collaborators Unite podcast.

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Chuck Anderson here, I'm your host.

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And this is the show for big impact experts.

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And that's you, if you are on a mission to not only be profitable, but you also wanna make

a big positive difference in the lives of your clients, your community, or maybe even the

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world.

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And we know that because we've talked to so many of you and the value system that I think

ties you all together is that you prioritize

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impact over profits.

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But our belief is that the more profitable you are, the bigger impact you're going to

make.

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And today's topic is all about how do we do that through launches.

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And I have a guest here who uh has an extensive background in launching, in uh JVs, in

collaborations.

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uh so you're going to learn a lot today.

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And you might

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Some of you might recognize the name, some of you might not, but I have Milana Leshinsky

here with me today and we're gonna talk all about this.

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And Milana, welcome.

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And I'm so happy to finally have you on my show.

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Hey Chuck, thank you so much for having me here.

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I'm excited to talk to you and to talk launches because I think anybody who has not done a

launch is definitely leaving not only money on the table but also an opportunity to reach

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a lot more people with their message and make that impact that they really are looking to

make.

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It certainly is, and when it's done right, it's very, very, very powerful.

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And I think maybe a starting point for the conversation is tell everybody a little bit

more about your background and how did it come to be that launches are your thing?

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Like that's the thing that you help people with the most, yeah.

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Well, I started out my business after being a music teacher and a web designer and I

jumped right into my business uh with two small kids.

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uh Really wanted to be a work at home mom and the first thing that I wanted to do was to

really attend those coaching conferences that were really all over the states and of

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course I couldn't travel.

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So I chose to create my own virtual event.

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and I called it Teller Summit.

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That was the first Teller Summit in the world back uh in 2005.

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And what I did at that time generated uh not only six figures, but also showed me that in

order to attract clients and build an audience, you need to create buzz.

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You need to be a little louder than everyone else in your space.

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And so that was my very first launch.

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I did not know that.

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I later realized like, that's what I did.

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I launched it.

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I created buzz.

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I invited partners.

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I build some interesting conversations and content, made connections.

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And I had doors open and I had registration closed.

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So all day.

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components of a classic launch.

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I had that.

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I just didn't know what I was doing.

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But even with that, that was my first six figure year.

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so uh after that, launching kind of has become my way of filling my coaching programs.

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Anytime I had a new program or a new course, a new product, I knew I had to launch it.

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And I also at the same time was watching my

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colleagues, my peers, some of my clients who would create their courses and programs and

would send out a few emails and there were crickets, nothing, silence.

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And so the difference between launching your creation and simply marketing it slowly,

little by little is huge.

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I mean, the difference between filling your groups

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selling your courses and programs, making good money versus struggling, feeling frustrated

and confused, wondering if you are cut out to be in business.

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So as you can tell, I am really a big fan of launches and there's so many ways to do them.

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And so that's what we can talk about next.

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Yeah, and I agree with you on every point that you just made.

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And uh I do want to give a shout out to Telesummits though.

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I may have been on one of your Telesummits back then in 05 and I also started using them.

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It was such an interesting concept to deliver a webinar over a phone where you can't see

your audience, but you're delivering it.

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uh

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And I also did not consider that to be a launch, but it was indeed a form of a launch.

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So I wanted to give a shout out to that because that's, it just shows how far we've come

from delivering content over a phone and now doing it on Zoom and all of the technology

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that we have.

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But the concept of is the same, building the audience, building the buzz, having partners

help us to fill the event.

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and all of that is huge.

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And it made me think of so many people that I work with who have group coaching programs

and they say, well, I wanna have a cohort of at least 10 people, but then they do the drip

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marketing method and they really only get one or two.

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So you've probably come across people like that as well.

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for sure and I learned that to fill a group you must market to a group or to an audience.

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And so you need to have some type of an audience.

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Ideally you have a mailing list but even if you don't have a mailing list you have access

to mailing lists of partners, speaking audiences, your inner circle.

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When I start working with clients they don't have typically a mailing list but...

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uh

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Then they start looking at their inner network and they realize, oh my God, I have a

hundred people ready to market to.

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And then it grows and it's, know, nobody was born with a mailing list, right Chuck?

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We all started from zero, but somehow.

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Yeah.

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from there.

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Yes, and especially with social media right now and podcast guesting and so many different

virtual events that you could speak at or host.

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It's not that hard to build your audience, to build your mailing list.

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But once you have that, it's just a matter of nurturing them, giving them some relevant

belief shifting content, and then inviting them for an opportunity to work with you or to

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join your program or your community by your course, by your tools.

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So it's really a matter of...

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You know, somebody asked me what is a launch to me a launch is a window of opportunity

that you open and then it's a journey It's a psychological and emotional journey that you

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take client potential clients on to help them make a decision to join your program or

course and so what I just said is essentially How I see launching I don't see it as a

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tactical logistical

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project with email blasts and webinars.

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It's really a journey that you take people on, helping them decide if your program is for

them.

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And it's very hard to market, to fill a group one person at a time.

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That's why a launch really allows you to market one to many, to enroll multiple clients at

a time.

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That's really great insight because we hear it all the time.

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You know, I want to fill my group program.

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I don't want to do one-on-one.

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I want to do a group program.

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You know, I need 10 to make this minimally viable.

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And I love the insight is if you're going to fill a group, you have to market to groups.

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That is a great, great, great way to think about it.

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um My follow-up question is like when you're working with people, are you working with

people's, this is their first launch?

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Or maybe they're learning what launches are, or is it people who are used to launching and

you're helping them be better?

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What are the main, what are you, who are you attracting, I guess, is the word, and what

are you hearing from them in terms of what they wanna do?

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Yeah.

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I work with both and I'll tell you people who are more advanced and they're more well

known, they come to me kind of behind the scenes for some strategy and advice and ideas.

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And then I also work in my coaching programs where I actually help people develop their

coaching programs and launch them.

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So for the most part, the tools that I've created are for people who have either never

launched before or they have launched but it didn't

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work and they got disappointing results and they don't know why, they don't know what to

fix and where to look, where to troubleshoot.

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Like, you know, why didn't people enroll?

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And there are so many different things to look at.

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ah that it's overwhelming for somebody who is new to it to really figure things out.

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Like where do I start fixing?

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And so a lot of times when people try to launch, it can be overwhelming.

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It can also be discouraging.

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You know, I launched, I got two people, I had to cancel the group.

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ah If they're smart, they would convert them to private clients instead of just refunding

the money.

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But the point is that

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It can be disappointing and then people shy away from launches.

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And I think it's really because they go straight to the tactical and they forget that

you're launching to a human being who's going to consume your information, watch your

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videos or webinar.

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uh They're going to participate in the journey that you take them on.

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And it's an emotional journey.

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They have to come to that decision that your program is right for them.

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And so that is done through messaging, through making sure that you're actually launching

the right program or course or offer.

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ah It's also important that you are emotionally ready for launch because ah theoretically

speaking, if you're launching, that means you're playing big, right?

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Nobody says I'm going to play small.

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Let me launch my program, right?

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So if you made the decision to launch, that means you said I'm ready to play big.

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But if you're not emotionally there, like if you don't have the mojo, uh internal mojo to

to launch to play bigger, then you might get a little bit overwhelmed in the process.

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So there's a lot of different factors.

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My friend Gina Gabbolini

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uh who is an energy, ah she's big on energy.

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whenever a launch fails, ah she, seeing somebody out there fail with their launch, that's

the first thing that she says, your energy was off.

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And energy is super important, is that energy that you bring to your launch.

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And for me, the energy comes from the place of really believing in what you are launching,

what you're selling.

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You know, it's interesting when we survey our audience, uh two words come up that I think

really align with what you just said.

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One is clarity, because they wanna be clear on what the strategy is and what the steps

are.

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And I think uh also confidence, confidence in themselves, but also confidence in that what

they are doing is going to work.

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And we hear all of that.

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And so is that what you're also hearing from people when you're working with them?

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For sure, uh there is also one other thing that I really believe in and that is alignment.

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There are many different ways to launch.

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There is this traditional classic uh formula for launching.

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And you already know on the receiving end, that's gonna be video one, video two, video

three, then there's gonna be a sales video, then a live Q &A call.

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card open, card close, you kind of, it's predictable.

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We know now this is how people typically launch.

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But that flow, that strategy is not right for everyone.

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Maybe some people are not video people.

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Maybe they're more of a writer or they are a tool builder or they are a connector or a

strategist.

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There's just so many different ways to look at a launch.

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And also,

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I really feel like a launch needs to follow your pace.

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We all have our own pace, energetically speaking.

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And so if you try to launch fast and loud and high energy because you're modeling someone

else you're seeing out there, you're going to crash.

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You're going to burn out and it's not going to work for you.

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So finding your own pace.

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and your own launch personality, as I like to say, is really important.

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So alignment is super important.

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As in everything in business, you have to find your own way to run your business and also

to launch and to market yourself.

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For me, took me years to learn that.

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I had a partnership and I thought, ah this is a great idea, let's partner on it.

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But our personalities were different.

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And I started leaning into my partner's personality when it came to marketing and running

my business.

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Within three years, I burnt out.

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I started having panic attacks, just wasn't working for me.

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And so when I restarted my business, I should say when I started a new business with that

new knowledge, I was so much more aware.

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This is a yes for me and this is a no for me.

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I became very clear.

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That's how you have to approach a launch strategy.

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Yeah, and that really speaks to that alignment because when we're out of alignment, it

reminds me of when I was trying to be just like my mentor.

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He was uh huge and uh speaking and selling from the stage.

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And when I was setting up my own stages, I did it exactly the way he did it.

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And I also maybe three years is the magic uh number because I also burnt out of that in

about three years because I realized

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This is not sustainable and it's not who I am.

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Not only was it misaligned for me, I was not being true to who I was, but it also was

misaligned for my audience.

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They didn't need me to be like my mentor.

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They needed me to be like me.

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And some audiences don't want the loud and energetic.

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They want someone just like you, like the way you can show up authentically.

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and this is true about any marketing effort that you put out there.

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Some people will resonate with your energy, your pace, your voice, your content, your

ideas, your messaging, your story and background, and other people will not.

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And that's exactly what we want.

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We want to make sure that people who enroll in our courses and programs are the right

people for us and we're the right mentors and coaches and experts for them.

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So it's totally okay.

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And maybe there is a formula for launching.

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The formula is really about the principles.

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Like you need to know the principles.

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You have to have a great offer that you believe in, right?

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You have to...

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uh

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do some type of an enrollment event where you invite people into your offer.

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You have to follow up and nurture the people who signed up with you.

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And then you have to uh close doors, close registration.

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In other words, you have to have a deadline.

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Those are kind of like the loose principles of a launch, but everything in between is up

to you.

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How do you want to show up?

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What do you want to offer?

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What conversations are you creating?

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And I know launching can be overwhelming, so I actually turn launching into a game, and I

called it the Launch Game, and I don't know if I can show, is that okay if I show?

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yeah, it'll come out on video.

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So yeah, let's go ahead and show it.

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I love this, by the way.

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I just think this is very unique.

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it's for people, I don't know how much you can see, but it's for people who are not

necessarily familiar with the launch strategy, but it gives you this launch map and you

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just follow the map.

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Let's see, can I do this?

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One, two, three, four, five elements and everything around it are promotional emails and

follow up emails.

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Once you get 120 cards to come with this launch map and you just pick the cards and you

lay it out on the board and your launch is completed as far as like the design and the

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plan and the strategy.

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You make decisions along the way.

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And so I think launching can be overwhelming when you think of all the moving pieces, but

once you see everything come together on this, you know, the launch map on one page.

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suddenly becomes very simple.

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So to me, launches have always been very simple because I see it as a journey.

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from awareness to a commitment.

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So all the pieces of content that you create, whether it's your webinar or emails, uh

anything you send out to people, they should come from a place of what emotion do I want

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people to experience at this stage in the launch.

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And so that's what I call the launch journey.

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But I personally see launching as an expression of my creative, it's a creative

self-expression, right?

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And a way to share your passion with people.

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I think when you are a coach or a course creator with a certain expertise, you don't see

yourself as a marketer, you might shy away from launching.

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So I just wanna tell you that you don't have to be a marketer.

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to do a launch successfully.

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You just have to be passionate about your offer and you have to uh do the things that a

successful launch requires such as an enrollment event of some type and a deadline with an

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invitation to join you.

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Everything else is improvisation, so to speak.

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It's like...

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uh

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I used to take dance lessons, Chuck, and when I first started, I was following my teacher

exactly the way he showed me, those very same steps.

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And over the course of 12 years that I continued, I started feeling like, I can also do

this, why not?

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I'm still on my feet, I'm still moving forward.

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You know, the foundation is still there.

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And so now you know how to possibly add some things that...

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are not part of the classic formula, but it's you and it's your way to launch.

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So I don't know if I took the metaphor too far, but that's what I just thought of.

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Well, we'll ask our audience, did you get it?

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I got it.

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And I can, you know, it's, it's, it reminds me of when I was following, you know, my

mentor, I, you know, at first you follow the steps, you, you, you, take everything

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literally what they're telling you to do.

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But after a while, once you have experience, you can start to add your own creativity to

it.

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And so that's what I got from it.

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Yeah.

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And you start feeling into it.

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Many times people want to make all decisions and they want to know all the details before

they launch.

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But often you just don't know.

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You can't answer certain questions.

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So be okay with that.

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Feel into how people respond.

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How does it feel for you to share that piece of content on your

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webinar or in your email.

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m And then you'll know, you know, I just recently did a three day event.

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I've never done a virtual event, a three day virtual event.

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And so I didn't know, is that too much content or too little content?

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Should I put a break here or there?

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Like I had so many questions and unknowns.

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And then I just let it go.

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And I said, you know what, I'll do it once and then I'll know.

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And now my second year, I know everything, of course.

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No, of course I don't, but it feels like I have those answers that I was missing before

the first time I did my event.

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It's so funny that you say that because I learned to do virtual events the exact same way.

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Cause I was trained how to do live events in person.

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And again, doing what I was taught to do and doing them virtually is very different in a

lot of ways.

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And I did the same thing.

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Like, you know, I probably over planned, over prepared the first one.

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And then as I was delivering it, I already had ideas on how to make the next one better.

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Like this is in, this is out.

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And then, and now you know what?

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And like you said, you do it once, now you know how to do it.

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And you can start to add your creativity and your uniqueness from there.

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Exactly, exactly.

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But I think the difference between how I approach launches, how I teach launches compared

to anything else out there is that uh most courses and most trainings are very tactical.

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And I really, I know that the success of your launch is going to be uh coming from your uh

how you think, how you feel, you know, that emotional journey that you're going to create.

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but also the messaging and the offer itself.

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Because the tactical part of launching is easy.

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You just send out emails and host the webinar.

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That's the tactical part.

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And you create a bunch of pages to allow people to register and to buy.

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That's it.

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That's the tactical.

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But then the foundational part of the launch is, but what if I'm scared to send one more

email?

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What if I'm annoying people?

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What if I'm emotionally not ready to work with a large group?

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What if your launch is successful?

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And what happens right before cart close?

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Right before that moment where it's the last opportunity?

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Very often there is a lull in sales.

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Are you prepared for that?

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Or are you going to start panicking and changing things?

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Like all those things that have to do with launching.

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But what I love about launching is that you do it once or twice a year and you don't have

to constantly be on the marketing hamster wheel because that burns you out.

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Just do a couple launches a year and you'll be good.

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Yeah, and that's really all it takes.

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And like you said, the tactical stuff, it's more or less a checklist.

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what I'm really hearing you say, I really resonate with this, is that there's that

emotional side of how you connect with your audience, the journey you are taking them on,

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but also for yourself.

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So you don't turn the whole thing into a moving target and undo all the good things that

you've done.

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And I've seen that happen.

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That lull you're talking about, I've seen that happen and you kind of trust the process,

right?

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And that's where I think it is very valuable to be connected to a mentor, to be connected

to a group uh for that emotional support during those moments.

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So you don't undo all the good that you've done.

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and one of the things that burns people out during a launch is content creation.

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This is why I personally like to create as much content as I can before the launch and

kind of run the play at that point.

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Just let my team send it out as planned.

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But it still takes a long time to develop.

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Content so one of the things that I'm really excited about is the online version of the

launch game with AI It's so simple now You you take basically exactly what you put into

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your launch game map Except it's online You answer a few questions about your offer about

your client about the promise of your offer you answer questions about your background and

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your

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You can add your stories and then you can click one button and generate your complete

launch content with a click of a button because it's AI powered.

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And so you can do that in ChedGPT, but if you don't know what you're doing or how to

message your launch or what exactly needs to be created, then it's going to be a lot more

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um time consuming, not as effective.

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But in the launch game, it just gives you everything you need to generate everything.

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Your pre-launch content, your lead magnet, your promotional emails, your card close

emails, everything with a click of a button.

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That's how powerful AI is these days.

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That you just feed it the right information and it takes it from there.

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You know, I think back to 2005 when we were doing these things for the very first time and

write, yes, actually writing the content and I'm a hand writer.

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So I would write it all and then there was all sorts of technology.

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I tried for scanning it and turning it into text and, know, long story.

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Now you can take a picture of your handwriting, give it to ChatGBT and it writes it out

for you, which is nice.

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um

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This has been an amazing uh look at launches and I hope that what we have given people

here today is some excitement or enthusiasm or at very least some curiosity into how a

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launch can be the key to filling their program.

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uh And for some cases,

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finally filling your program because maybe you've been at it for a while and it kind of

feels like where's the where are the clients where where's all of this and if you know I

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you know although we didn't work together I've been a part of many many launches and I can

say that everything that Milana is saying here works and so she's a good person to learn

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from and uh even though we didn't know each other I learned a lot from you as well because

you know you were out there doing the

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the teleseminars and the webinars and you had a great community as well.

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And so I appreciate that.

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um What would you say to people who say, okay, I'm ready to take the next steps or at

least learn more.

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um What's the next step in that they should be thinking of and then how do they connect

with you so that they can learn more as well?

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Yeah, well first of all I would love to hear from anybody who heard me today and I can

give my personal email.

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It's milana at milana.com.

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It comes right into my inbox.

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um

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And uh I think the first step would be to really decide that you want to launch your

program or your course, make a decision that you want to step up and, you know, kind of be

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seen as a thought leader because anybody who launches is immediately and automatically

seen as a thought leader because you have the courage, the mojo to share your message with

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an audience instead of, you know,

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slow dripping and kind of hiding behind your computer, you're ready to step out and invite

an audience into your offer.

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And to help you do that, I would love for you to first discover your launch personality.

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And I have a quiz, it's called, Your Launch Personality, because you could be launching,

you could be a, uh

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teacher who launches as a connector and that is gonna really uh mess up your launch

strategy and burn you out.

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So I invite you to take the launch personality quiz.

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Do you want me to give the link, Chaka, do you want to?

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say the link and then I will also put it beneath this video for those of you watching on

video and it will also be in the podcast show notes if you're listening to this on your

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phone.

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Yeah, the link is uh thelaunchgame.com slash quiz, thelaunchgame.com forward slash quiz

and you'll be able to take the quiz and uh it really guides you, your decisions.

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Am I going to do a webinar or a live stream?

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Am I going to do a uh series of blog posts or am I going to go on a mini speaking tour

virtually?

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It really helps you decide what kind of strategies and decisions to make for your launch

so that you can shine your best and not simply follow someone else's launch model.

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Because I've had a lot of people that try to do certain launch formulas and now they don't

like launching because it didn't work for them.

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They wasted time and money.

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had they actually understood their launch style or their personality when it comes to

launching and marketing in general, they would have enjoyed it so much more because we

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love marketing when we get good feedback, right?

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We love going out there, sharing our messaging and people come back and say, that was

amazing.

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Well, you're only gonna get that if you communicate it in the right way.

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with the right audience, in the right format for you.

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So find your launch personality first.

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Take the quiz.

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That sounds like an amazing step and a great resource.

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And I highly encourage you all to go and click that link right now.

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So again, if you're watching this on video, all the links are beneath the video.

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And if you're listening to us on your phone, just to open up the player, the link is

there, right there as well.

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And then once you do it, email us and the contact information is on the website here and

let us know that you do that.

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I've got a bonus gift for you as well.

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and I would love to hear your feedback.

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What did you learn from that?

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And then we can send a love note to Milano saying, hey, somebody from our audience took

your quiz and here was their experience.

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So ah Milano, thank you.

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Great content, great conversation about launches.

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And for anyone listening in, if you really wanna make a big impact and you wanna do it

quickly, then launching is definitely something that

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you should consider doing if you haven't done already.

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And if you have done it it didn't work, it's time to dust yourself off and do it again.

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when you, and Milana's got a great system for helping you with that.

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um So again, thank you to our audience.

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Milana, thank you.

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Any final piece of advice or words of wisdom you wanna leave to our audience?

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Thank you for asking.

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I want to say a lot of times when I mentioned the word launch, the people who have any

kind of hesitations or preconceived thinking about launches, they might shrink or they

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might just go, you know, not for me.

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So I invite you to think of a launch as an enrollment journey.

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It's an enrollment adventure.

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In fact, the tagline of the launch game is

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choose your own launch adventure.

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It's an adventure.

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You get to design how people are going to experience you, your message, and your value.

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So that's what you're doing.

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You're just creating your enrollment journey and on the way to your program or offer.

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So hopefully that will kind of take away any kind of super top marketer uh thinking that

you need to be this

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Marketing Pro to launch you really really don't I've seen weight loss coaches relationship

coaches parenting coaches launch their programs Successfully just because they share it in

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the right way with the right people in the right way for them

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very powerful way to end this conversation.

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So, Milana, thank you for all of your insights.

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And what you just described sounds like a lot of fun too.

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I mean, we all wanna make a big impact.

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We want what we are doing to work, but we want it to be fun also.

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And uh so I highly uh encourage everyone here to connect with you, to take the quiz and

watch your email because there are some, depending on when you're listening to this.

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There's gonna be some interesting things that we'll be sharing as well.

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Milano will definitely have you back again as well.

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And I think we definitely have you come back and speak at one of our events because I

think you have a lot of great insights to share on launching.

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So thank you.

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Thank you.

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And to our audience, thank you as well.

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And uh not just for being here, but for the big impact that you want to make.

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And we need more people like you.

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who want to make a positive difference in the lives of their clients, their communities

and the world and prioritize impact over profits.

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the more profitable you can be, the bigger impact you can make and the world really needs

you to make that uh impact right now.

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So remember there's no obstacle too big to be overcome and you might just be one

collaboration away from the big breakthrough you need to make the impact that you want.

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And remember the only way to fail is to quit.

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So keep moving forward and we will see you on the next one.

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Thank you.