Hey, hey, hey! It’s your girl Liz Wilcox coming at ya from The Email Sound Booth. Buckle up because Episode 112 is a rollercoaster of biz mishaps and quirky confessions all rolled into one epic tale. 🚀
In This Episode:
• Dive with me into the mysterious tech rabbit hole that swallowed 700 fresh leads right from under my nose during my major March sale! 🚨
• Spoiler Alert: Did Patricia or Amy have anything to do with it? Or was it a glitch in the tech matrix?
• Let’s chat “business owner responsibilities” and how I navigated the stresses of managing multiple households and employees all relying on my biz to thrive. 💼
• And oh! My not-so-secret plan to claw back what I can with a flash sale that was less “BOOM” and more “sizzle.”
• Get cozy as I spill on balancing biz life with all-consuming health challenges – yup, I’m taking 30+ pills daily, guys! 🥴
• Finding that elusive middle ground between 0 and 100 and the hard lesson that sometimes Murphy’s Law is just gonna kick in no matter what. 🤷‍♀️
• Plus, a heartfelt reality check on why detaching from outcomes can be the sanest choice for all you hustlers out there.
Why Listen? Because sometimes, fellow entrepreneurs, running a business is less about massive wins and more about graceful recoveries. You’ll laugh, you’ll cringe, and you might just pick up a useful nugget or two.
Membership Alert đź“©: If this episode hit you right in the feels and you’re all about email marketing, consider joining my Email Marketing Membership! For just $9 a month, get weekly newsletter templates, monthly Q&A seshes, and quarterly guest expert sessions that’ll reignite your email mojo.
Until next time, stay real and keep those results at arm’s length. Catch you on the flip side! đź’Ś Let’s rock this email marketing world together! 🎤✨
Check out Liz’s Email Marketing Membership here
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Check out Liz’s free welcome sequence here
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Rather watch the Podcast? Check out WATCHLIZ.COM
Transcript​
 Yo, yo, yo, Liz Wilcox. In your ear. Ears. I don’t know. Do you have one AirPod? Do you have two? Are you. What do they call it when the headphones have cords? Are you a cord person? Anyway, what’s up? This is episode 112. Can you believe it? That’s insane to me. And I want to talk about one giant mystery mistake I made in March. And really, I don’t think this was a mistake I made, but, you know, hashtag, clickbait. But it was a mistake that happened and it was something that I found out. If you’re not subscribed to my YouTube channel, I do Tuesday afternoon co working.
So I was doing some co working. I was sending out a broadcast, a newsletter, you know, because that’s my thing. That’s what I do on Tuesdays. And I noticed a discrepancy. So when I went to send my newsletter out, I have about 13,000 people on my email list. And one segment that I do have, and I don’t really need it. I don’t know why I have. It really is a newsletter segment. Oh, this is why I have the newsletter segment. So there are some people in my membership and some people that are affiliates that don’t want my regular newsletter, right? And so I have a newsletter segment that is literally everyone on my list minus the people that have personally emailed me and said, hey, I’m in your membership. Hey, I’m an affiliate. I don’t want your newsletter. I just want the membership content or I just want the affiliate content. Okay? So that’s why this segment exists. Does that make sense? Are we tracking?
Okay, so when I send out a newsletter, when I go to, you know who gets this email? Liz. I put segment newsletter. So that’s literally everyone minus the people that said, hey, girl, I don’t want this. And then I go down and I say, no one that has joined my email list in the last four days, because in the last four days, you’re getting my welcome sequence. The sequence lasts four days. So if you joined yesterday, you’re on day two of my welcome sequence. I don’t want you to get this newsletter, which I have an episode all about that. And I’ll link that in the show notes. I don’t know what episode number it is. After all, this is episode 112. Who can keep track? All right, are we tracking? Are you still with me?
So I go to send this newsletter and I notice when I hit segment, it’s automatically under a thousand. Like I have 13,000. Suddenly, it’s in the 11 thousands, right? Like, people that are going to get sent this email. And I’m like, oh, that’s weird. But I’m in a hurry. I’m about to go live on YouTube. And then I put in nobody in the last four days. Make sense tracking. And the number doesn’t move. And I’m like, huh, that’s weird. But I hit send anyway. Okay. Then I go live.
I go back to that segment. I go back to Kit. I’m like, something is funky. That newsletter segment. Something is wrong. So I go into Kit. I go into my newsletter segment, and I notice exactly what I said. The segment is everyone except people who indicated they don’t want the newsletter. Affiliates and members, right? And then there’s a new one. It says, everybody except people who join the list March 8, 2025 at midnight. Now, I don’t know if you remember or if you were paying attention or if you’re just listening to this because somebody sent it to you. I was doing a huge promotion on March 8. I was doing list building Live, my virtual summit. And so I had hundreds of people joining after March 8th to about March 15th.
So I immediately. I mean, I’m not. I didn’t panic. I’m in my eighth or ninth year of business. Ninth, I think. I’m not. I’m not panicking at this point, but I am hella. And I’ll say it again, because it’s my podcast and I can say what I want. I am hella annoyed. How? Why? I start looking for someone to blame. Did Patricia do this? How could my own sister betray me like this? How could she not be paying attention? Was it Amy, my new hire? Why the hell. Yeah, I said it. Why the hell is she in my newsletter segment? What is she doing? I. I don’t think I’ve given permission for her to be playing around in Kit.
What is going on? Then my senses come back to me because I know a true leader hires good people, hires competent people, and I consider myself a good leader. Yeah, I said it. Toot, toot. That’s me tooting my own horn. And I’m like, all right, maybe it was a glitch. Maybe it was Patricia. I’m not going to get mad because shit happens. Yeah, I’m on one today. Excuse the language. Maybe, you know, but I’m not going to be mad. So why am I frustrated? Why am I annoyed? Why does this matter? Because March 11, or, I’m sorry, March 13 through March 17, I did a very big sale. I did my annual Pass sale. I’ll link to what my annual pass is. There’s a podcast episode on it, you can check it out.
But that’s a big sale that I rely on in my business. And guess what? This launch, I mean it did fine, but to my standards, like I’m not a fine chick. I’m an above average chick. That’s how I feel. That’s just what I do. I don’t like fine or average results. And so all month I had been working, well, all launch I had been working on surrendering, like it’s not going the way I want it to go, but whatever. So now I’m finding out. And I did the numbers, nearly 700. It was like right around seven, like 694, like 706 or something, I can’t remember. 700 brand new leads. The whole effing purpose for putting on this list building live event, those leads, more than half of them because I only had about 1100 leads and 700 of them didn’t even get the damn sale.
So yeah, I’m frustrated. And further further, because they’re not getting the sale, they’re not getting any emails from me. They got the list building emails because I made sure techn, you know, if you signed up for list building live, you got those emails. I double, triple, quadruple checked that. So let’s say you signed up March 9, you got my list building live day one, day two, day three, email. And you did not get an email from me again. So that’s March 13th was the last day you got an email from me. Now you’re getting an email from me two weeks later. I think it was 12 days. 12 days later.
Now you might think, well, Liz, I ain’t emailing my people in six months. Okay, well, are you making money? Do you have two employees that rely on you and that’s their only paycheck? Do you have three households in your name? Because I do. And I can’t go 12 days without emailing brand new leads. And I don’t mean to say that in any type of way. I just, a lot of people rely on my business to go the way it needs to go. Okay?
So that’s, that’s all that. I mean, so if you want to one day have that response, because I wanted this, I’m not saying anything like I wanted my business to help my family rise above our circumstances. I wanted to have this responsibility, right? I wanted my business to reach this level of success. But it is also a stressor when shit don’t go Right, Right. So I. Hopefully you feel me. Okay, so 12 days for a new lead and this might be a separate podcast episode is not good.
Right? They got the. They got the event, and then I. They don’t hear from me. Again, that’s not a good look. That is not a good look, babe. Okay, so again, I’m not panicking, but I am. And you can probably hear it in my voice reliving. This is just so annoying. So I’m immediately, you know, and I’m on this YouTube live, and I’m trying to call my sister Patricia. That’s my sister. If you didn’t know, because I’m like this, you know what? Better have an explanation, you know, But I’m trying to give her the benefit of the doubt.
So I get on the phone, I realize, you know, she’s not just my sister, she is my assistant and basically runs my entire business. So I better keep my attitude in check. I better not be accusatory. Right? So I’m like, hey, this is what’s going on. She immediately, she’s like, what? I can’t believe it. I’ve never even clicked on that newsletter segment. I didn’t even know what it was except that you said it was important. And so. And I. And she told me that Amy doesn’t go into ConvertKit or Kit. And so I chalk it up to a tech glitch.
Now, Kit has been doing major upheavals up, you know, upgrades, etc. Right. And y’all, I have an episode on this. I think I just did it a couple weeks ago, so I’ll link to that one too, of, you know, if there’s one thing you gotta know, it’s that tech sometimes doesn’t tech. Right. Glitches happen. Right. So I’m, you know, I’m going with the honor system. I believe it was a tech glitch. Makes sense. We were making a lot of moves on March 8, getting a lot of new subscribers, etc. So I’m chalking it up to a tech glitch.
But it was. I did the math and it was like of those 1100 leads, you know, only 340 or something. Even got the sales emails. So now what I’m doing, and I’ll tell you, spoiler alert, it’s not going so well, which I knew. But I also knew as a business owner, again, who has a lot of responsibility in and outside of the business, it is my job, it is my responsibility to pull all the levers I can.
Right. Without, you know, obviously burning Myself out and wanting to die. Right. So what I did Thursday, March 27, Friday, March 28, I did like it wasn’t even 48 hours a flash sale. And at the time of the recording it’s still going on of like, hey, you joined List Building Live. There was a tech glitch. You heard about the annual pass during List Building Live, but you never got any sales emails. I would be a terrible business owner if I didn’t at least offer it to you. You know, we’ve got it up for the next two days, so I’m just sending five emails. Two on Thursday, three on Friday. The cart’s gonna close technically Saturday, 3:00am Eastern, you know, Friday midnight Pacific. Right.
I’m not expecting a crap ton of sales. And honestly, yesterday was Thursday and that was the day we launched the sale. It was sent out to like 694 people. And you know, I made five sales. So the conversion’s pretty low. Hopefully we can make 10 today. Like, hopefully we can double that for 15 sales, you know, what’s 15? Let me do the math here, y’all. 15 times 108. 108 is the price. That would be an additional $1,620. And then I will say there isn’t a 35 dollar upsell. So let’s do the math. The upsell converted at 15%. So that’s another two people by the upsell. That’s an extra 70 bucks.
So is it life changing money? No, But I mean 16, 700, $1700, if I found that on the street, I would pick it up, you know, you darn dude. And if I won that on a scratch off, I’d be bragging on social media. Okay, so it is something again, as a business owner, it’s my. Even if I’m tired, even if I’m annoyed, it’s my responsibility to pull the levers in a launch, right? So whether it was tech, whether it was human error, maybe it was me. I don’t know. I don’t think it was me. But y’all, I did suffer a brain injury about two and a half years ago. You know, maybe I’m having blackouts.
I have no idea. Right. I’m, I’m willing to take the blame on that. So anyway, that’s the tea, that’s the mistake I made. Sorry if you have hear clicking in the background. Yeah. Not the most fun moment of my life. But I’m glad that even if the sale, this little flash sale almost only gets, you know, even if I make no more sales and it only makes 5 sales. Still glad I did it.
There’s this thing in my business right now that I’m, I’ve been grappling with. I’ve always been a 0 to 100 type of gal. I’m either completely in or I’m completely out. And after being so distracted by getting on the show Survivor, then competing than having to heal, than it airing and having to deal, you know, honestly, the airing of the show was way worse than the show itself. I’m realizing now that I can’t be all in or all out. There has to be a middle ground for me and my energy from my customers, for my employees, for myself, for my daughter. Right.
You know, right now I would choose to be all out. I’m tired even talking about it. My throat is hurting, you know, because of stress I am on. I think I’m taking something like 30 plus supplements a day. I mean, 30 plus pills, probably like 10 supplements to try to rid myself of some really bad bacteria in my body. You know, I got a lot going on when I turn off the computer. So I, if I could, I would just stop working right now and focus 100% on my physical and mental health. I can’t do that.
Like I said, you know what, five, ten minutes ago, I got people that rely on me for their groceries, right. Including myself and my child. So. But I also cannot because I’m on this health journey because I’m still, you know, being pulled energy wise in a lot of different directions with being on tv. And I mean, when I say that, it sounds so pretentious, but it’s actually effing true. I was on TV and I did make a large impact and almost everywhere I go in public, someone recognizes me.
So that is like an energy suck. Okay. I mean, it’s awesome, I love it, but it’s an energy suck. Right? So because of all that, I can’t do a hundred either, right? I can’t. For example, the sale, you know, I wanted, I think I wanted to make like 500 sales and we made like 300 something, almost 400, I think. And the old me would have pushed, push, push. I mean, I would have sent. And this is an idea I had of sending individual emails and this is a great idea if you have time.
This is something that I used to do with my course when I had had an RV travel blog. Anyone that that clicked but didn’t buy, I would send a personal video to like, hey, Shahara, I saw you clicked but you didn’t buy. And I would like, look them up on social media. And this is actually a great strategy. I just don’t have time for it right now. And I would say, oh, well, you know, I see you and your husband just bought an rv. Not to be creepy. I just really want you to know, like, the benefits of this, or, you know, you can know for sure that this isn’t what you want.
And then I would go into detail, and I would do that. I mean, dozens and dozens and dozens of emails I would send during launches, personal emails. So I can’t do that at this moment in time. I’ve got a kid that needs me, and I need me. My family needs me. My friends need me. But I also know, again, my business needs me. My employees need me. My family needs me to do the thing.
So finding somewhere in the middle is really important. And now I’m going off on a tangent, but hopefully this is helpful. You know, there are definitely seasons where you do nothing. There are seasons where you are at 100, and there are seasons where you, you try to find 50 to 70. Right? I’m putting on that right now. I feel like I’m putting on the cruise control at about 65, right? I’m. I’m at the speed limit, maybe five over, right? I don’t know.
Maybe that was supposed to be a separate episode, but it’s tucked in here. Let it be just a thing like, sometimes happens again. Excuse my language, but it’s your responsibility as a business owner. You know, check your energy. What can you do to fix the mistake, and then move on. Right? Like, I feel. And this is a very proud moment for me, I feel detached from the results. Full disclosure. Actually, you know what? No. This is going to be a separate episode.
I feel detached from the results. The one thing I will say, I won’t go into exact numbers and stuff, but we didn’t hit the goal. I think I’ve already mentioned that we didn’t hit the revenue goal, but I’m not beating myself up over it. I’m not beating myself or my employees up over this tech glitch or whatever it was, right? You know, happens. I’m detached. I’m feeling good. I’m still safe. My business is still running. People are still gonna get paid. I’m still gonna pay my mortgage. Everything’s fine. We might even buy a carton of eggs.
All right, that’s my spiel, and I’m sticking to it, or whatever the saying is. I’m Liz Wilcox. You are awesome. Please, please, please detach yourself from the results. They are not a direct reflection of you or your efforts. Sometimes mistakes happen and you can’ all right, if you are interested, if you are loving what I’m saying, I’d love for you to join Email Marketing Membership. I have lots of conversations like this with my membership people. It’s $9 a month. You get weekly newsletter templates, monthly Q A, quarterly guest experts, and, you know, candid conversations like this. All right, that’s going to be the link linked in the show notes. I’ll see you on the next episode. If I knew how to finish this. Also, side note, I don’t. I do not edit these podcasts. This is 100 Ramble. Love ya.
