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n this edition of the Gina MBA, I’m going to pull back the
curtain and tell you about one week in Paris that revolutionized my career.

In part, the reason this city is special to me is because it inspired me to follow my heart and break all the rules, creating my first ever 7-figure launch and leading me to where I am today.

In this edition of the Gina MBA, I’m going to pull back the curtain and tell you about one week in Paris that revolutionized my career.

In part, the reason this city is special to me is because it inspired me to follow my heart and break all the rules, creating my first ever 7-figure launch and leading me to where I am today.

quote04Here’s what happened. I started 2013 like any other year, seeking Divine guidance and asking God, “what is this year about for me?”

Though I had never thought about it before, what I heard was “coaching certification program.” Instead of challenging it or questioning it, I simply said yes and dove into creating what is today the Diving Living Academy.

By March of that year I had put together a group of apprentices to collaborate on building out the program, and it was starting to take shape. There was one piece that had me a little daunted however—and that was the marketing launch.

Marketing was not something I ever thought I was particularly good at, so I felt really vulnerable about being able to rock-it-out and sell the program. So I procrastinated, as one does when they’re not feeling empowered about something.

Eventually July rolled around. I was traveling with Glenn through Europe, and I still hadn’t come up with a solid plan. I remember we were on the Isle of Capri at the Caesar Augustus Hotel, and finally Glenn was like, “Gina, we’ve got to work on this launch. It’s almost August and we go live in September.”

So he comes up with this brilliant, empowered-masculine idea of getting all the apprentices together and knocking it out in one week. I initially thought that seemed like an impossible timeline—but he insisted otherwise.

gina-mba-1Fine, I thought, let’s try it. But the last hurdle was that most of my apprentices were living on the east coast of the United States, and the idea of leaving Europe for New Jersey did not feel particularly inspiring.

I sat for a moment and wondered: if I could gather the team anywhere in the world to bring this dream to life, where would it be? And immediately I thought, Paris. I was getting ready to attend Fashion School there in the Fall, and feeling really lit up about all the city had to offer.

So rather than set off for Jersey, we got an apartment in Paris and flew all of the apprentices out for a week of inspired action. Everyone was so excited to be in the city of lights, and you could feel the energy as each woman arrived ready to make the launch plan happen.

And then, for the first couple of days, we sat around the apartment and prayed. I didn’t really feel like
I knew what I was doing, but I knew God did, and I did not consider myself a marketing genius, but I knew God was. So we mediated, we searched our hearts and souls, and we thought about what we’d want to create. Something we could be proud of, that women around the world could relate to and would genuinely want to be a part of.

We came up with the idea for a video series that wouldn’t be quite like anything else out there. We loosely mapped out the concept, found a videographer, and went
and shot all over the streets of Paris, in iconic locations like the Pont Alexendre III and the Basilica Sacré-Coeur.

On camera I spoke from the heart, combining all of my passions and telling my real story, from growing up as a school teachers’ kid in Detroit to saying yes to my desires and traveling the world. I didn’t actually talk about the program itself at all, because I wanted to connect with my audience on a real and personal level.

quote05Once we had the content lined up, our strategy went against all the industry conventions. I was told I would never be able to sell a 5-figure program from a video series—that I’d have to host a live event and sell from the stage. At the same time, the “right way” to do any program launch would be with a 4-part video series—but we made 7. And much to my own coaches’ dismay, I opened up the cart on the same day the videos launched. The traditional technique is to build suspense over time, make people wait weeks before they can actually make the purchase—but that didn’t feel authentic to me. (If I’m interested, then I want to be able to buy right away, not be made to jump through hoops.)

Still more marketing experts warned that I wouldn’t possibly be able to turn “cold leads” like Facebook traffic into a video opt-in page and convert sales. However as the videos went live it quickly became clear that said “cold leads” are actually real women looking for something to lift up their lives and help launch their businesses. As it turned out, dozens of them found me on Facebook and joined me in becoming Divine Living certified coaches!

Selling out this group program to over 400 women within 9 months taught me a major lesson: passion trumps any marketing technique. If you’re passionate about something, it’s in you for a reason. Other people might not understand because it’s not in them, for the same reason. They’re meant to live their lives, and you’re meant to live yours.

So I invite you to take a closer look at this major career moment of mine, and watch the videos that have literally led me to millions. I want you to know that my success did not hinge on deploying the perfect strategy, but on creating something from my heart, being Divinely guided, and allowing my full passions to come alive in one of the most inspiring places I could possibly think of. I hope that you’ll enjoy hearing my story as told on the streets of Paris, and if you feel so inclined to join me next year in the Academy, enrollment is now open.

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