From Rabbit Business to Six-Figure Breakthrough: The System That Finally Ended My 15 Years of Marketing Fear

And why I believe it's exactly what struggling musicians need

I need to tell you a story that explains everything about why I'm so passionate about helping musicians launch strategically.

It starts with rabbits. Yeah, really.

And it ends with me finally having the confidence to build the music business I've always dreamed of.

But the middle part? That's where most musicians get stuck. And it's exactly where I was trapped for 15 long years.

The Rabbit Business That Started It All

When I was 11 years old, I had this weird little business selling baby rabbits through classified ads.

Every Tuesday, I'd read the classified ads in our local newspaper. I was obsessed with the pets and animals section, dreaming about having more pets. But I was also reading the musical instruments section, dreaming about what new instruments I could buy.

After years of just reading those ads, something clicked. I thought, "Hey, I could write my own ad."

So I started selling baby rabbits. My ads said things like "Baby rabbits for sale - cozy and tame" and then I'd put my phone number.

Over about 5-6 years, I sold around 150 rabbits at $15 each. That's like $2,250 - not bad for a kid, right?

And here's the thing - that rabbit money didn't just buy me random stuff. It helped me buy a boom box (those who remember, remember), a new clarinet, and a drum. It kept my music dreams alive.

I didn't know it at the time, but I was already learning the most important business lesson of my life: If you want to sell something, you need to tell people about it.

That's marketing. And it's where everything started for me.

2008: The Launch That Blew My Mind

Fast forward to 2008. I had just graduated from sound production school and I was trying to start my own recording studio.

But I quickly realized - I really needed marketing skills to make any business work.

I was taking this guitar course, and the guy teaching it was promoting his affiliate program. That's when I first learned about affiliate marketing.

Then he introduced me to this launch called "Mass Control" by Frank Kern.

And wow. This launch was unlike anything I'd ever seen.

Instead of just announcing a product and hoping people would buy, Frank built this incredible anticipation for weeks. People were talking about it everywhere. When he finally opened enrollment, it was like a feeding frenzy.

That's when I first heard the name "Jeff Walker" - apparently this launch style was something Jeff had created called "Product Launch Formula."

Suddenly I realized - what I'd been doing with those rabbit classified ads was basic marketing. But this? This was marketing on a completely different level.

The 15 Years of Fear That Held Me Back

Here's what I learned about myself over the next 15 years:

I was really good at helping other people with their marketing. I helped photographers and other creative people market their businesses successfully.

But when it came to marketing my own stuff? Fear was holding me back from doing as much as I could have done.

It's so much easier to market other people's work than to put yourself out there with your own, you know?

I attended Jeff's free masterclass in 2013 but didn't buy anything. I read his book. I kept seeing these PLF-style launches everywhere, making millions for people in every industry imaginable.

I started a blog. I collected a few hundred email addresses - some of those people still follow me today! But that fear was always there, limiting what I could do.

Finally, in 2021, I attended another PLF masterclass and I thought: "Next year, I'm doing this."

In 2022, I bought Jeff's PLF coaching program. And I was blown away by how structured and followable it was.

2023 was my launch year - I did three launches using the PLF system, helping trauma survivors use sound and nature for healing.

Then life happened, and I had to put business on hold.

2025: Everything Changed

But here's what hit me in January 2025 when I decided to restart my business focusing on musicians:

I had complete confidence in how to build this business.

Even though starting over can be overwhelming, I had a blueprint.

I knew exactly how to set up my email campaigns, how to structure my launches, how to build anticipation. PLF had given me a system that worked.

And here's the big thing - I finally overcame the fear that had been holding me back for years.

This year is going to be at least a six-figure year because I'm finally applying my marketing skills without fear holding me back.

And that's when I realized: This is exactly what struggling musicians need.

The Problem With How Musicians "Launch"

Most musicians think a launch is:

• Upload to Spotify
• Post "new song out now" on social media
• Hope people find it
• Wonder why nothing happens

But that's not a launch. That's just... putting something online and crossing your fingers.

Meanwhile, I'm watching entrepreneurs in completely different industries use PLF to build six and seven-figure businesses with strategic launches.

What I've Learned After 21 Years of Watching Musicians

Look, I've been observing this for over 20 years now. The musicians who are actually making it - they're not necessarily the most talented ones.

They're the ones who figured out how to build anticipation before they release anything. They know how to get people genuinely excited about their music. They turn that excitement into packed venues and actual sales.

And they have audiences that buy everything they release - not just stream it for free.

I mean, think about it. You probably know musicians who are incredibly talented but they're still struggling. And then you see other artists who are maybe not as good, but they're packing venues and making real money.

The difference isn't the music. It's that they learned how to launch strategically.

Most musicians are just dropping their music into the void and hoping something happens. But the successful ones? They have a system.

They know how to tell stories that make people care. They know how to build relationships with their audience. They know how to create events that people actually want to attend and support.

That's what I want to teach musicians. Not how to become fake marketers, but how to present their authentic selves in a way that actually gets noticed and supported.

Because honestly? Your music deserves better than just being uploaded to Spotify and forgotten.

The Structured System That Changes Everything

Here's what PLF gave me that I'd been missing for 15 years: a structured sequence that eliminates the guesswork.

Instead of staring at a blank page wondering "what do I say next?" I had a proven system. Step 1, then Step 2, then Step 3. No more paralysis.

It's not about being perfect. It's about having a framework that works whether you're launching to 100 people or 10,000.

The psychology is identical whether you're launching music, courses, or anything else.

Why I'm Telling You This Now

Jeff Walker's Launch Masterclass is coming soon, and I'll be attending even though I've heard it all before.

Why? Because this system works, and I want as many musicians as possible to see what's possible when you launch strategically instead of just hoping for the best.

Your talent deserves to be heard. Your music deserves to reach the people who will love it and pay for it.

And I believe PLF might be the missing piece that changes everything for your music career.

Look, if an 11-year-old selling rabbits could figure out basic marketing, and if a fear-filled entrepreneur could finally break through to six figures, then there's absolutely no reason why talented musicians can't learn to launch strategically.

The question is: Are you ready to stop hoping and start launching?

Want to follow along with my insights about strategic launches for musicians? Join my email list and I'll share everything I'm learning about turning musical talent into sustainable income - including when Jeff's masterclass opens for registration.