We're getting VERY close to reopening TheLab for new members for the first time since June. We've been redesigning the process to make it easier (and more fun) for creators to grow their audiences and income together.
We'll reopen to the Waitlist first to test everything out.
I'm going to tell you about a recent, accidental experiment that I can't stop thinking about. Last month was our biggest launch ever—both in terms of our effort and the result.
I sent...a lot of emails. You may have noticed. And that was my biggest fear: everyone would notice how many emails I was sending and hate me for it!!
This launch had three phases:
The Membership Summit (our free, three-day event)
A short sales period for a 4-week, cohort-based membership course
A short sales period for our self-paced membership course for those who attended the Summit but didn't enroll in the live version
By the time we reached stage three, I was personally tired of promoting. With every email I sent, I felt more annoying and more fearful that YOU were sitting here seething at just how many emails I was sending.
But I needed to see it through; this was one of our biggest initiatives for the year, and I owed it to myself, my team, and even my family to give it everything I had.
I sent the first email for our self-paced course on Friday, July 3. That email resulted in 18 course sales and not a single "Stop emailing me!" complaint.
Even still, I was afraid I was sending too many emails. It was a holiday weekend (July 4), so I didn't send any more emails Saturday or Sunday.
Monday came around, and I knew I should send another sales email. But I was tired and low on time, so instead of doing nothing, I duplicated Friday's email and changed the subject line—I kept the email copy the same. That email resulted in 14 sales!
I felt one part brave and one part cheeky on Tuesday. Surely, sending the same email wouldn't be as effective again, would it? But I tried it! I sent the same email to the same segment with a different subject line. This time we had our best result yet: 24 course sales and not a single complaint or reaction to the same copy.
On Wednesday, I was feeling emboldened. This email was working. Why fix something that isn't broken? So I sent the same email again with a new subject line and a different customer testimonial.
29 sales.
The final tally:
July 3: 18 sales
July 6: 14 sales
July 7: 24 sales
July 8: 29 sales
On the fourth day, I got my first response asking, "Why did you send this four times?" But by that point, that email copy had resulted in 85 sales and ~$17,000 in revenue.
Here's why I tell you this...
After two weeks of heavy campaigning, I felt physically sick thinking about sending more emails. Yes, we had some unsubscribes, but not more unsubscribes than I typically get from sending emails. I can count on one hand how many annoyed replies I received. In the end, we had our first six-figure launch.
If you would've suggested that I send the same email to the same audience four times with different subject lines, I would've thought it was a funny idea but would quickly have diminishing returns. In fact, it was the opposite of diminishing returns!
We think that every individual is waiting for each email with bated breath and then reads it with rapt attention. But then if I think about when I read emails, it's with limited attention in between more important things.
Everyone is talking about me and my life and just think how much everyone will be talking about it if I do this risky or weird thing.
Then he shares this visual to describe our expectations vs. reality.
What we believe:
How things actually are:
No one is paying that close of attention.
No one is keeping score.
No one cares.
And that's actually incredibly empowering. Because if you're holding back for fear of what others think about you, it's useful to remember that actually, they're not.
LIVE CHALLENGE
You can land $10,000+ brand deals.
Sponsorship is the second-highest revenue stream in the Creator Science business, and I owe much of our success to the teachings of my sponsorship sensei, Justin Moore.
From August 17-20, Justin is running a LIVE 4-day $10K Brand Deal Challenge to help you go from reactive to proactive when it comes to sponsorships (just like I did).
During this challenge, you'll learn:
✅ Why the same brands trying to lowball you are paying other creators $10K+ right now (and how to position yourself as the obvious choice)
✅ The creative package structures that make brands say "When can we start?" (whether you have 5K followers or 500K+)
✅ How to use social clues to research your dream brands and build a pitch they can't ignore
✅ How to turn a single $10K deal into a recurring partnership (so you stop starting from $0 every month)
The challenge is only $27 to join, and includes multiple live sessions with Justin plus accountability to help keep you motivated along the way.
If you're trying to turn the dial on sponsorships, this is a no-brainer.
I'm an affiliate for this, but I'd recommend it even if I wasn't.
NEW EPISODE 🎧
#314: Getting Unstuck: The Three Hidden Roadblocks Blocking Your Progress with Cat Mulvihill
Most productivity advice operates in one of two categories: you’re missing a skill or system, or you have a mindset problem. Cat Mulvihill thinks both camps are right — and both are incomplete. There’s a third category that almost nobody is talking about, and she argues it’s the one most likely to be the actual culprit when you’re stuck.
My guest this week is Cat Mulvihill, a speaker, trainer, accountability coach, and licensed Immunity to Change facilitator who has been leading workshops for more than 20 years. After being formally diagnosed with ADHD in 2024, she developed the Momentum Formula — a framework separating the reasons we fail to follow through into three distinct categories: logical, biological, and psychological. Cat is a longtime Lab member and led the second-highest-rated session at this year’s Lab Offline event in Boise.
In this episode, we talk about:
The three roadblocks to follow-through — and why the biological one is the category almost everyone overlooks
How to diagnose which roadblock is actually keeping you stuck, and why the order you check them matters
The “dreaded identity” — the hidden, subconscious version of yourself you’re afraid of becoming — and how it quietly kills follow-through
Why knowing your tendency from Gretchen Rubin’s Four Tendencies framework changes which accountability strategies actually work for you
By the end of this episode, you will have a concrete diagnostic framework for understanding why you’re not doing the things you know you should be doing — and what to try first.
