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How To Learn What You Don’t Know When It Comes to Launches

Today’s question is:

“I’ve written a few funnels for high-end group programs and courses and decided this is a niche I’d like to settle into. So far my clients have come to me for fairly standard Amy-Porterfield-10x-Launches-style funnels. Including a webinar and an email based funnel, sometimes with a few Facebook ads thrown in.

Lately, thanks to some relevant content, I’ve started getting interesting leads from Google. But they’re asking about funnels that are more complex than what I’ve seen and been taught before. For the record, I’ve done all of Copy School, including 10x Freelancer and Amy P’s Digital Course Academy. So I know a bit about launching digital courses and the copy that’s required. I just don’t know how to figure out and then learn what I don’t know.

Short of apprenticing under a more experienced copywriter, I’d really rather not, what’s the best way to hone my high-end funnel building skills and get over this feeling my potential clients know something I don’t?”

Listen now:

Do you ever have the sense that your potential clients know more than you, even though you’ve done all the courses and learned all the things? Tune into today’s episode to hear the counterintuitive approach we suggest to tackle this conundrum for one of our listeners who works in the launch space.

In this episode:

  • Different ways to approach a launch. 3:15
  • Viewing funnels as a puzzle. 5:00
  • Stepping away from templates. 7:25
  • Having a conversation with a client who seems to know exactly what they want. 9:20
  • Understanding different funnel models. 11:20
  • Piecing together the puzzle from the initial discovery call. 14:00

Click here to download a transcript of this episode.

Where to find Amy:

Where to find Kirsty:

Where to submit your questions (anonymous or not!)

About Business Badassery

Amy’s a conversion copywriter, business coach and serial business owner who’s been reading advice columns since she was nine. With decades of business experience, she’s gotten very good at quickly reading situations and coming up with solutions – especially on the fly. You can find her at

Kirsty’s a launch copywriter and ex-psychotherapist, who’s smack bang in the middle of scaling her business with online courses. She’s good at making sense of human tendencies, selling things with words, and only following the work that feels good. You can find her at

“Amy and Kirsty are wonderful, wise and witty!

I already push myself hard enough so I'm not interested in working with coaches that are going to "crack the whip" and "kick my arse".

Kirsty and Amy both have a gently challenging coaching style. I always left sessions feeling validated, smart and capable but with a clear idea of how to make things even betterer.”

Anna Rogan
Creative Copywriter

“Kirsty seems to have this ability to see things that aren't being said. And then she brings them to light in such a nurturing way. 

Amy is direct AND caring all at the same time. It makes it easier for me to get to the point cause I know you'll get to the point when you ask about the things you need more info on.

Together — I love that neither of them hold back when their opinion/suggestion/perspective differs from the other's. It just makes it all so much more valuable. 

Also, they’re both so genuine, warm, smart and hilarious. Those 'good' traits just compound when you put the two of them together, ya know?

Miish Grixti
Conversion Copywriter

“All I'd ever heard about Amy was that she's a great coach. Welp, she's a great coach. Knows the right questions to ask to get through the bullshit and get to the root issue.

And my sweet, sweet Kirsty. Using all of her best therapy tricks to keep us moving forward. And making us feel loved :)

Together? Stop. So good. I have never felt so supported. 

I think the value in coaching is having someone hold a bigger vision for you than you can see yourself. So having TWO of you hold that for me was extremely motivating.”

Megan Baird
Email Copywriter