Denise Duffield-Thomas's Blog, page 2

Let’s talk about something that happens to every entrepreneur at some point:

You launch something… and it flops.

Crickets.
No sales.
Or maybe one or two buyers, but not nearly what you hoped for.

And suddenly, you’re questioning everything.

“Do people even want this?”

“Maybe I’m not cut out for this.”

“Was it the branding? The logo? The price?”

I’ve been there too. 

And today I want to lovingly reframe the way you think about launches that don’t go to plan, because they’re not always what they seem.

First: Let’s Talk Numbers

Here’s the truth no one tells you when you’re just starting out:

If you send people to a sales page with no personal follow-up or phone calls, 1–2% of people will buy. That’s a normal, healthy conversion rate in the online world.

It was the same in the days of newspaper ads and direct mail. It's still true today.

So if 100 people see your sales page and only 2 buy…
That’s not a failure. That’s data.

If your goal is 20 sales, you’ll need at least 1,000 people to see your offer.

This is the kind of practical, grounded knowledge that can completely change the way you experience your launches.

Because when you understand how conversions work, you stop making it personal.
You stop thinking, “Nobody wants my thing,” and start thinking, “I just need more people to see it.”

It’s Not Always the Price

I hear this all the time:
“People said they couldn’t afford it - so I need to discount it next time.”

But here’s what I’ve learned:

People say “I can’t afford it” no matter what the price is.

Whether your offer is $5 or $5,000, someone will say it’s too expensive.
Others will say, “Wow, that’s cheap!”

Pricing is not a reflection of your worth or your value - it’s a reflection of your audience’s money mindset.

So no, you don’t necessarily need to discount it.

In fact, I’ve raised prices before because people assumed a lower price meant less value.

Price is just one piece of the puzzle. It’s rarely the problem.

The Pain of the One-Person Launch

I’ve seen people get one sale… and refund it out of embarrassment.

Please don’t do that.

That one sale is proof that someone believes in what you’re doing.

That one person could be the seed of a million-dollar program.

You don’t need 100 people in your first round. In fact, it's better if you don’t.

That small group will help you test your systems, refine your messaging, and find the kinks before your big breakthrough.

Don’t Throw It All Away

After a disappointing launch, the temptation is to:

Scrap your offer

Redo all your branding

Change platforms

Or quit entirely

But here’s my advice: don’t.

Most of the time, it’s not your offer that needs fixing. It’s just that not enough people saw it.

Or they weren’t quite ready. Or the timing wasn’t right.

And that’s okay.

You can launch the same thing again, in the exact same way—and reach people who are ready next time.

Launching Gets Easier Every Time

The first launch is always the hardest - because you’re building everything from scratch.

But each time you launch, you’ll have:

More assets ready to go

More confidence

More insights from your audience

More bandwidth to try new things (like personal outreach or live webinars)

In one of our launches, I had the capacity to send over 500 personalized video messages to potential students. That was only possible because I wasn’t stuck rewriting every email or rebuilding the sales page.

Relaunching means less busy work, and more impactful work.

Final Thoughts

A failed launch doesn’t mean you failed.
It means you tried something—and that’s worth celebrating.

You learned, you grew, you showed up.
And now you have information to make your next launch even better.

Keep going.

There are people out there who need what you’re offering.
Maybe not today. Maybe not this week.
But when the time is right—and you’re still showing up—they’ll be ready.

xx Denise

For more, listen to this podcast episode on learning from failed launched.

P.S. If launching is on your mind and you want to stay calm, strategic, and on top of what’s working now, I’m sharing behind-the-scenes insights and free training from my launch mentor Jeff Walker very soon.

👉 Join the waitlist here to get early access.

Balancing the woo and the practical in business

I’ve always said I sit somewhere between the woo and the practical in how I run my business.

You could blame it on being a Virgo ♍. I love systems, structure, and spreadsheets, but I’m also deep into mindset work, energy clearing, and trusting the Universe.

And when it comes to launching?
That balance is everything.

Because here’s what I know for sure: a lot of launch stress comes from unrealistic expectations.

We expect:

Everyone to love our offer

Zero unsubscribes when we send sales emails

People to buy immediately, with no hesitation

And when that doesn’t happen?

We start second-guessing everything:
“Is my offer wrong? Is my pricing off? Is something wrong with ME?”

Here’s the truth I’ve learned after years of launching:

Some people will unsubscribe.

Some people will say no.

And some people will buy.



Understanding the Numbers Changes Everything

There’s something incredibly grounding about knowing your launch numbers.
If I send out an email, I expect a certain percentage of unsubscribes.
If I launch a product, I expect a certain conversion rate.

So when those things happen, they don’t rattle me anymore.
They’re just data. Normal. Predictable.
Part of the flow.

And honestly? That mindset shift alone has saved me from so many emotional spirals.

When you trust the process and trust that launching is a mix of strategy, energy, and numbers, you stop taking every little thing so personally.

This Applies to Pricing Too

I see this come up all the time with pricing anxiety.

You set a price… and someone tells you it’s too expensive.
Then someone else says, “Wow, that’s cheap!”
And someone else says, “That’s exactly what I expected.”

So which one is it?

The answer is: all of them.
There is no perfect price that makes everyone happy.
If you accept that, pricing gets a whole lot easier—and way less emotional.

Launching with Grace and Chill

I still do my mindset work.
I still journal, clear blocks, visualize, and say my affirmations.
But I also trust the math. I trust the timeline. I trust the process.

That’s what allows me to stay calm during launches.
To not overreact when unsubscribes come in or when sales aren’t instant.
To show up consistently, do the work, and support my audience.

Because launching isn’t about being perfect, it’s about being present.

It’s about showing up, offering value, making your case, and letting people decide in their own time.

And when you can do that without spiraling?
That’s when launching becomes sustainable.

Want to launch in a more grounded, repeatable, and calm way?

If you liked this chill take on launching, I’ve got more tips coming soon. Join the waitlist here to get first dibs on a free launch training and behind-the-scenes updates.

EPISODE 225
Are you too old to follow your dreams?

 

// <![CDATA[

// ]]>

Ever felt like you missed your window? Like you're too old, too tired, or too far behind to chase that dream?

This week’s episode of Chill & Prosper is your reminder that you’re not too old - and it’s never too late.

Today we’re covering: 

 ✨ Why imposter syndrome happens at every age
✨ The myth of “perfect timing” in business
✨ How to stop comparing your energy to someone else’s
✨ My favorite affirmations for age and ambition
✨ And why every version of you deserves to be seen and celebrated

Whatever phase of life you’re in, this one will help you reconnect with your power.

 

xx Denise

Most of us aren’t aware of the money stories we carry - until we try to set our prices, send an invoice, or invest in ourselves.

That’s when the fear, guilt, or shame shows up.

So today I’m walking you through how to uncover your money mindset stories, and why this awareness is the key to earning more with less stress.

Money Mindset = Your Beliefs + Behaviors Around Money

Money mindset is about how you feel about money, how you behave around it, and what you believe you’re allowed to have.

It’s why:

You might freeze when someone asks your rate

You’re afraid to raise your prices

You over-deliver and undercharge

You delay invoicing or hate chasing payments

When it comes to money - you’re not broken. You’re just running on old programming.

It Often Starts in Childhood

In my recent podcast episode on this topic I tell a story bout giving my daughter a coin at the farmer’s market - and how quickly I said “Don’t put that in your mouth, money’s dirty!” 😬

That one moment sparked a shame jolt in her nervous system.

And we all have moments like that - where we learned money = guilt, shame, danger, or scarcity.

I also share the school shoe exercise:

 💡 What were your school shoes like growing up?
Were they too small? Hand-me-downs? Designer brands that made you feel excluded?

These small details often lead to huge mindset patterns:

 “I don’t deserve what fits me.”
“I have to make do with what I’m given.”
“It’s not safe to stand out or have nice things.”

Your Money Patterns Have Consequences

That old story might now show up as:

Refusing to buy the software or support you need

Feeling guilty upgrading from the “cheap” option

Hoarding supplies “just in case”

Overspending to overcompensate for childhood lack

Or refusing to be visible, in case people resent you

The story → becomes a belief → becomes a habit → becomes sabotage.

And unless you get curious, it just keeps running the show.

You’re Allowed to Create New Stories

In this episode, I also talk about:

A moment in a financial advisor’s office where I almost defaulted to “let the men handle the money” 
Mirror work and affirmations that helped me reclaim space 
Why healing your money story helps you charge more, market more, and stop shrinking

Your money beliefs aren’t permanent.

They were taught - and they can be unlearned.

Listen to the full episode at denisedt.com/podcast

EPISODE 225
The truth about your money blocks (and what to do about them)

 

// <![CDATA[

// ]]>

One comment, one shoe story, one moment - it all adds up.

Your cumulative life experiences, both conscious and unconscious, shape your mindset with money.

But sometimes you might feel resistance around money and not be sure why. 

So, this week on Chill & Prosper, we’re digging into money mindset - specifically the hidden stories that shape how you earn, spend, save, and show up in business.

In this episode, I share:

How money shame starts (often in childhood) 
The unexpected ways past stories influence your business 
Simple questions to help you uncover your hidden money beliefs 
How to stop sabotaging your income through overgiving or undercharging 
And why doing this work will help you make more money, not less

Listen along now for a combined dose of therapy, coaching, and a mindset reset in one.

xx Denise

P.S. To go deeper into your money blocks and work with me as your mindset mentor, come and join us in Money Bootcamp. 

Later this month, I’ll be hosting a special call for our Bootcamp members all about “Money Language”, because how you speak about money is as important as how you think and act with money.

Click here to sign up and join our monthly coaching call.

In this episode of the Kind of a Big Book Deal Podcast , I shared the real story behind going from messy first draft to bestselling author – including how I self-published Lucky Bitch and eventually landed a traditional deal with Hay House.

I opened up about imposter syndrome, the lessons I learned from early success, and why writing a book is more about creating momentum than being perfect from the start.

What we covered:

How I turned a self-published ebook into a traditional book deal
The mindset wobbles that come up when you're writing your first book
Why a book should support your business, not be your business
How publishing fits into your marketing funnel
The importance of mentorship, support, and outsourcing
Letting go of perfection and just starting with your messy draft

If you’ve ever wondered, "Who am I to write a book?" this episode is here to remind you: you’re allowed.

LISTEN ON SPOTIFY

LISTEN ON APPLE PODCASTS

EPISODE 223
How to get out of scarcity mindset

 

// <![CDATA[

// ]]>

It’s totally normally if the economy, your partner, or the news are making you feel poor at the moment…

You may have even caught yourself thinking, “There’s never enough”

Or scrolling late at night and suddenly spiraling about bills, the economy, and the future?

You don’t have to have 100% positive rock-solid money mindset 24/7, and if you’ve slipped back into scarcity, this week’s episode of Chill & Prosper is your antidote to that.

I’m diving deep into:

How to reset when you’ve slipped into scarcity thinking 
What to do when your partner has money blocks 
How to lovingly protect your energy from doomsday friends 
Why your mindset work is still working - even if you’re unsure 
Practical ways to feel more abundant right now

It’s a powerful one, especially if you’ve been feeling tender, tight, or overwhelmed.

Scarcity mindset doesn’t mean you’re doing it wrong.

It means you’re sensitive. You’re tuned in. You care.

But it also means you need tools to come back to your center - especially when the world feels chaotic.

So here is exactly what I do (and teach) when scarcity thinking creeps in.

Step 1: Notice the Drift

Scarcity mindset rarely shows up in big dramatic ways. It sneaks in.

You start refreshing the news a little too often.
You hear your partner say “we can’t afford that” one too many times.
You get annoyed by a squeaky chair or feel like everything’s suddenly broken or hard.

The good news? The moment you notice it, you can shift it.

Step 2: Check the Facts (Not the Feelings)

Before you panic, check your bank account.

Look at your income tracker.

Review what’s come in this month - not just money, but value (gifts, coffees, opportunities, help).

Scarcity often makes us forget everything good that’s already here.

Are you actually in trouble - or just temporarily triggered?

Step 3: Adjust Your Inputs

If you’re watching the news before bed and waking up anxious - stop.

Unsubscribe from scary podcasts
 
Avoid doom-scrolling
 
Follow creators and accounts that uplift you (even dog videos count!)
 
Watch one uplifting show after anything intense

You’re not ignoring the world. You’re protecting your nervous system so you can do your work in the world.

Step 4: Protect Your Bubble (Especially from Loved Ones)

If your partner, family, or friends talk about money with fear, it’s okay to:

Gently ask for different language (“That makes me feel scared.”)

Use funny mantras like “Lucky we’re rich!” as pattern interrupters

Limit time with people who drain you - especially during launches or creative seasons

Share your own money mindset work without needing to convince anyone

You don’t need everyone to get it. Just you.

Step 5: Rebuild Your Abundant Anchors

Scarcity mindset shrinks your world. It makes you forget what’s possible.

So start adding in daily reminders:

 💛 Upgrade small things: your mug, underwear, chair
📱 Put affirmations on every screen
🎧 Listen to high-vibe music, meditations, or your own affirmations
🧘‍♀️ Join a community like Money Bootcamp to stay anchored
📅 Book regular check-ins with coaches, masterminds, or inspiring friends

You don’t have to do it all perfectly. You just need to come back - again and again.

Have you ever caught yourself saying something about money… and realized it sounded just like your parents?

You're not alone.

Most of us didn’t consciously choose our money language.

We absorbed it growing up, watching how the adults in our lives handled money, listening to offhand comments, or learning silent rules like:

We don’t talk about money.

People like us don’t get rich.

You have to work hard for every dollar.

It’s rude to charge for something you love.

Rich people are greedy or fake.

These phrases become part of our inner script - and they often go unchecked for years.

Even if you’ve done loads of personal development, these old messages can still be running in the background, shaping how you price your offers, what you believe you can earn, and how comfortable you feel receiving more.

The good news?

You don’t have to keep speaking someone else’s money language.

You get to rewrite the script.

Here’s a gentle prompt for you this week:

What money phrases or beliefs did you hear growing up?

Do they still reflect the version of you you’re becoming?

And if not — what would you love to believe instead?

For example:

“Money is safe and supportive.”

“I can be generous and well-paid.”

“It’s safe to earn with ease.”

“My family history is not my financial destiny.”

This is something we explore more deeply inside Money Bootcamp - how to release inherited money language and replace it with something empowering and expansive. Click here to find out more. 

But for now, just start by noticing.

Awareness is the first step to change.

And remember - you’re allowed to speak a new truth about money.

EPISODE 222
Quick comebacks for awkward money moments

 

// <![CDATA[

// ]]>

Ever found yourself stuck in an awkward conversation about your prices, your business, or if you’re qualified enough?

You need this week’s episode of Chill & Prosper.

I’m answering a stack of listener questions - from how to handle people’s weird money comments, to the deeper reasons people like us struggle with their goals, to how I use affirmations to keep my momentum going.

In this episode:
✨ My favourite quick comeback when people get nosey about money
✨ How to lovingly opt out of coaching every friend or client
✨ Why we really find goal setting hard (spoiler: it’s not laziness)
✨ What to know about your money archetype needs
✨ And exactly how I use affirmations, music, and mindset tools daily

So many gold nuggets in here, and a reminder that your path is yours to define.