When a launch feels like a symphony
Real talk about the recent COUNCIL launch
The World She’s Building is a weekly-ish newsletter from World Builders’ founder, coach, strategist and intuitive guide, Jenni Gritters. Part strategy memo, part internal dialogue, part blueprint-in-process, this is a space where you’ll get to watch the build of a sustainable, cyclical, highly ambitious business ecosystem, in real time. Come for the experiments and visionary ideas, stay for the psychological guidance and intuitive hits.
New freebie alert: I’m sharing the entire World Builders marketing strategy — a strategy that doesn’t use social media as a key focus. You can see the whole strategy, along with a voice note where I talk about how to build a creation-based approach (rather than a platform-based strategy that requires playing the algorithm game) of your own.
I’m also hosting a live (free) workshop TODAY, March 16th, at 11 am to help you design your resonance marketing approach in real time, with spot coaching.
Hi friends,
WHAT A WEEK. I’ve been launching The Council, as you may have seen across my platforms. The Council is our World Builders sacred circle program for 8-10 folks ready to build — to step into their leadership, design a new creative ecosystem, and expand their wealth.
I actually hesitate to say “launch,” because it doesn’t feel like any launch I’ve done. I associate a launch with a 3 week push, and that strategy absolutely does not apply here. First of all: This is an ongoing body of work. This first Council (the Air Council) begins on March 19th. The second (the Water Council) will kick off late April. The third, the Fire Council, in early summer. The fourth, The Earth Council, in September. It’s an ongoing program that contains cohorts, which close as they fill. But there’s both an energetic and strategic strangeness to trying to “push sales” for this kind of program.
(Also: This Air cohort is now full, but you can fill out an application to chat with our team about joining the late April-start Water Council, which is now officially open and already has two spots filled.)
Last week, I spent a lot of time trying to figure out what to do. I had 3 people officially signed up for The Council, then 5. But I knew I wanted 8 — and my monkey brain was running wild. Shouldn’t I be taking more actions so more people would find out about the program?
But the truth was that I was tired and busy. I’m building out a TON of World Builders infrastructure and I didn’t have bandwidth to be emailing aggressively or posting all over social media. So, like it or not, I was forced to leave it.
Whenever I’d try to tap in intuitively, to ask what came next, my guides would say: Let it be. I’d ask for a specific daily action and they’d say: Go for a walk. Make some art. In other words: Trust it. Something that is very hard for me to do. Something I’m learning.
As I sit on the other side of this week with a full cohort, I’m realizing that the approach to launching that makes the most sense for me — probably forever more, not just for The Council — is less about one melody and more like a symphony.
Let me explain.
The Symphony
The root of symphony comes from the Greek symphonia, meaning an agreement or concord of sound. It’s about a deep harmony and resonance created by many parts coming together.
I love this description because it feels so accurate to my experience of the past week. What I realized, eventually, was that rather than create a linear strategy, I’m more comfortable picking from a toolkit of well-vetted marketing actions. Then, each stacks upon itself in layers, create a swell of sound that’s greater than the sum of its parts.
When I think about this visually, I imagine all of these lines of bright, energetic light. Some come from the center of the image. Some come from the sides. They’re all the same resonant vibration, but they trail and weave, creating a massive and wide reaching impact.
What I mean is that this week, I didn’t need to DO more. I needed to trust that the actions I was taking — and had taken — were working in my favor. And when I trusted that and exhaled, I was also in a better energetic place (which made me more magnetic).
Here’s the symphony I’m referring to:
Marketing Emails: I spend a morning a few weeks ago writing out my marketing emails for The Council. I knew I wouldn’t have a ton of time to write in the moment, so I sat with the topics we’d be covering and then created 4 longer emails about those topics. They were scheduled out nicely, with the flexibility to adapt them or change course as the cohort filled (or didn’t). I don’t think these emails alone converted anyone — and that feels important to say! Expecting 4 emails to convert people into a $5000 offer feels a bit crazy to me, yet so many coaches teach it. But I wrote them with an education focus, so they’re planting seeds with folks who may want that support down the line.
Longform Content: In my marketing ecosystem, long-form content is the focus. By that I mean: Substack and my podcast. I ran a podcast episode last week all about stepping from your linear work into more soul-aligned work, and it contained the actual path I lead people through (which is also The Council curriculum). This podcast brought at least 3 people from “considering” mode into “I’ll apply” mode. And I’m sure many others now have The Council bookmarked as a future yes.
Social Media Posts: Social media isn’t my focus for World Builders, but I do take snippets from the podcast and Substack, and trickle those out across LinkedIn and Instagram. On Instagram, creating a graphic allows others to share the program, which they did! That led to one application.
Word of Mouth: Why do we think this doesn’t matter in marketing? In my world, it’s everything. One application came in from someone who already knew almost everything about me because of a referral from someone I’m currently working with. These kinds of folks are often an ideal fit client, too, because they come through other ideal fit clients.
Long-Term Relationships: The majority of The Council have been working with me for years in various ways. For many, this is their first step into a higher ticket program, but there’s no way my actions THIS WEEK could have created that deep trust. That comes from hundreds of tiny interactions! However: I did need to be very clear about who The Council is for, if I wanted these long-term relationship folks to know now was the time for them.
Micro Offers → Big Ticket Program: Several of the members of this cohort came from CREATE, which is a medium-priced program I run to help you remodel your business and experiment with offers. That conversion makes sense, especially because many of these people booked a $99 upgrade to get my eyes on their actual model. Once they got the audio, deciding to take those actions within The Council made a whole lot of sense! I also had a few former 1-1 clients up-level into The Council, which is great for all of us as I phase out my previous coaching packages.
Direct Outreach: I ended up reaching out to about 6 people who I thought would be a good fit for The Council. None of them converted directly, but several will probably join future Councils. It’s worth noting that I already have relationships with these people and I wasn’t pushy; it was just a “hey, I thought of you!” frame. (This is always a big edge for me, but usually worth it!)
Personal Energetic Responsibility: This one feels huge! I’m working on deprogramming the belief that more people signed up for programs, and more revenue = more is required of me. A very intuitive friend called me out on this, as we focused on the last 3 spots. Do you even want them to say yes? She asked. She was right: I was resistant to helping more people — but once I rooted into the design of The Council, which is built in a way that provides a ton of support for me — I was able to imagine opening up my heart again to those final members.
Sacred Ceremony: This one will be getting its own podcast next week, but I’ll give you a brief synopsis: The Council co-facilitator, Annie Cattabriga-Alosa, came over to my house mid-week. My guides had been clear that they wanted us to intentionally open The Council, so we sat together for about 30 minutes and visualized the final members coming in. Within an hour, we had 3 new applications and 2 confirmations. I’ll walk you through the entire situation in audio because I think this is a wildly powerful opportunity most of us are missing when we bring new work into the world.
Live Workshop (& Other Freebies): I’m hosting a workshop today (March 16th!) all about resonance marketing and choosing channels that work for you rather than following the rules. While I don’t need this anymore for Council conversions, opening it up created momentum across my whole business ecosystem. At the time of this writing, I have 100 sign ups — and I’m sure more will come through in the last 24 hours. This sets the stage for folks to join programs throughout the Spring, builds connections with my existing audience, and just honestly feels fun to me. And perhaps it’ll point folks in the direction of the May Air Council, too! I also built out some new programming, all free, to help folks get acclimated with World Builders. Same thing: Building momentum and long-game relationships.
(You can download find those in the World Builders’ Library, which is growing daily.)
What I’m Learning This Week
A symphony is really about a sum of its parts. When I sat with the word trust this week, which I did often, I kept thinking about what I actually consider to be trustworthy. It’s easier to clock “tactical” actions as reliable — like emails sent, or number of social media posts, or landing page clicks. But I’m reminded, again and again, that build a relationship-based business requires trusting in the unseen. There is no direct pipeline that converts in precisely the same way each time. That can be so challenging for those of us who were taught to control as a form of safety — and I’m learning, over time, that there’s evidence to support relationships and energetic work as equally trustworthy.
When I look at Air Council, the breakdown backs this truth:
Two referrals from beloved clients and friends
One member who joined because we swapped services
Two folks who converted from a lower-priced program, with a VIP upgrade
Two 1-1 clients evolving with me as my programming changes
Three members who’ve been in my coaching world for 3+ years and decided to level up
NONE of that is about social media posts. NONE of that is about emails. It’s actually about love, care and support making ripples out far beyond what I could orchestrate on my own.
And it’s un-ignorable that 50% of these folks came in immediately after the ceremonial work I did with my co-facilitator.
In other words: This Council filled because of relationships and energy. The data shows that this what would be worth betting on always and forever.
Truthfully, my strategy brain still doesn’t quite buy into this data — but she’s learning. And she has a role to play, too. Because if the container isn’t clear, the registration timelines aren’t crisp, the messaging isn’t magnetic and the information isn’t robust, it’s harder for those people — who are already an energetic yes — to make their way in.
A symphony looks like: Clear containers + energetic alignment + long-term relationships + momentum-driving invitations + little signals in the noise.
And I also deeply believe that my energy reads. If I’m aligned, relaxed and trusting, I can receive more. Again, the 15+ applications we have for The Council (more than we can take for this first round) back that up.
Your “Walk With It” Prompts:
What could your personal launch symphony look like?
What do you tend not to trust, that actually does drive sales in a big way?
xo,
Jenni
How to Join the World Builders Universe Right Now:
The Clearing is an open coaching session and community gathering hosted every month on or near the full moon. The next one is April 1. It’s free! See you there?