Grit and advertising can take you far
Let me introduce you to Louise Henry.
Louise is a tech professional who helps entrepreneurs create passive revenue companies. She has 134K YouTube subscribers, 8.5 million video views, and slightly below 30K followers on Instagram.
And after making zero gross sales on her first launch, she’s gone on to promote “$100,000s of that very same on-line course.”
I discovered Louise’s YouTube channel in March 2020 and have been hooked on her content material ever since. Her story conjures up me — not simply because she’s made $100,000s, however as a result of it’s a narrative of grit.
Let me repeat: she made ZERO gross sales on her first launch.
“I used to be upset, and self-doubt actually kicked in. I assumed that I’d wasted all this time on this on-line course… It’s not going to work, and it’s by no means going to achieve success.”
— Louise Henry
I needed to find out how Louise has gone on to make $100,000s on-line, so I’ve damaged her success into two components.
Half I is all about her story.
Half II goes into her technique.
Louise lived in her dad or mum’s basement while constructing her on-line enterprise, working from 5am — 7pm most days.
Sadly, her first enterprise didn’t work out, but it surely did assist her develop expertise she may then use as a digital tech assistant.
She supposed to show her shopper providers into an internet course enterprise. Nevertheless, she began as a digital tech assistant as a result of she lacked the experience to make a course.
Additionally, serving to different entrepreneurs with the “again finish of their enterprise” meant she noticed their issues.
“Fortunately, a variety of these purchasers wanted assist with Squarespace… In order I labored with every shopper, I grew to become a Squarespace professional.”
On the time, Louise noticed folks recommending WordPress for web site constructing, however she knew Squarespace was simpler.
So she constructed her first course — Web site That Wows — alongside her shopper work.
“I’m glad I did it this manner… It meant my revenue was sorted, and I didn’t put myself in a worrying scenario.”
Louise labored loads however knew it could be value it ultimately. She noticed numerous entrepreneurs on Instagram raking within the $$$ by means of on-line programs.
That was earlier than the bombshell of her first launch.
Undeterred, Louise regarded into the place she’d gone mistaken.
“A whole lot of the time, it’s not the course itself.
“It’s the way you’re speaking about it, your messaging, and the advertising…
“That first launch, I’m fairly certain I despatched simply two emails that weren’t compelling, in order that’s why it didn’t work out.”
She began to work with mentors and get assist in these areas, together with spending $997 on an internet course.
“$997 felt like a lot cash on the time! I cried in the lounge in entrance of my household.”
After numerous trial and error, Louise began to see outcomes.
These outcomes weren’t large, however she phased out her shopper work because the outcomes grew to become extra constant.
Seven years later, she lives in her dream dwelling along with her accomplice and their cute canine, Charlie.
So how precisely has Louise made $100,000s from her on-line programs?
It’s time for the technique.
This screenshot sums it up:
“CONTENT → EMAIL LIST GROWTH → LAUNCHES/PROMOS → SALES FUNNELS”
Every of those pillars must be in place. If not, the entire thing falls aside.
However there’s extra to it than this.
Let’s dig deeper.
Principal Channel for Driving Leads: YouTube
YouTube is without doubt one of the greatest drivers of results in Louise’s enterprise. She’s been posting on the platform since 2016.
On this video, she shares her development to 100K subscribers.
Right here’s the breakdown by 12 months:
The numbers in 2016 — her first 12 months on YouTube — have been fairly modest.
“I didn’t take it critically as a result of I didn’t totally perceive the potential of the platform.”
The identical goes for 2017:
“We’re all going at completely different paces and coming into it with completely different expertise and experiences.
“Go at your individual tempo.”
In 2018, Louise began posting extra often and reached 3K subscribers:
Her earnings in 2019 grew considerably:
2020 is when issues get fascinating.
She had 3.3 million views and earned $58K by means of YouTube:
And midway by means of 2021 — when this video was made — she reached 100K subscribers:
Initially, Louise posted two tech tutorials per week — Monday and Wednesday — and one journey weblog each Friday.
Though this posting schedule has modified, Louise’s movies have a theme.
They’re all the time useful.
Listed here are 5 different issues value noting:
#1: Her thumbnails are eye-catching. They’re vibrant and descriptive, they usually practically all the time embody Louise’s face:
#2: Her video titles are Search engine optimisation-optimised. She makes use of Tubebuddy to assist select which key phrases to focus on.#3: Her branding is constant. She makes use of the identical intro/outro music for all her movies and all the time wears model colors.#4: Most of her movies are evergreen. Louise’s most-watched movies are tech tutorials which might be lower than quarter-hour lengthy (e.g. “The right way to Create an Animated YouTube Intro/Outro FAST”#5: Her banner is clear and on model. It additionally factors to her web site:
Creating YouTube content material may be time-consuming, so listed here are 4 methods Louise hastens the method:
#1: She makes use of Key phrases All over the place to give you content material concepts. Set up the Chrome extension, add credit, and it’ll aid you discover key phrases to focus on if you search on YouTube:
#2: She makes use of Plann to seek out trending matters. Utilizing this software saves her hours and lets her piggyback off developments, notably for YouTube Shorts:
#3: She makes use of Descript for modifying movies. “It makes modifying your movies as simple as modifying a Google doc.” She additionally makes use of this software for repurposing video content material (e.g. taking clips from her YouTube movies and turning them into Instagram Reels).#4: She batches duties for explicit days. For instance, Louise has writing days, filming days, and modifying days. She will shoot 4–6 movies on a superb filming day:
Total, Louise thinks she’s made a variety of YouTube errors:
“I’ve been too scared to share some issues… I’ve posted too many straight tech tutorials after I ought to have let my persona shine. I’ve been torn over what model and type of movies I need to make…”
And right here’s what she’d do if she have been beginning now:
“I might spend time creating my very own model, share my persona, and alter my definition of worth.
“Leisure and inspiration are simply as useful as informative, step-by-step movies.
“Moderately than reaching extra folks, I might concentrate on constructing a tight-knit neighborhood that comes again and watches each single certainly one of my movies.
“I might additionally share the successes and failures and convey your viewers alongside…”
Different Channels for Driving Leads: Instagram, Pinterest, Partnerships, Associates, and Advertisements
Instagram is Louise’s subsequent greatest social media channel.
Right here, she posts behind-the-scenes Reels about operating an internet enterprise.
She additionally promotes advertising occasions for her programs, like five-day challenges. These challenges are nice methods to create a buzz and drive new course gross sales.
Louise did attempt to make her course gross sales evergreen, however she quickly realised launches had an “astronomical influence” on her enterprise.
In different phrases, her programs aren’t open to prospects all 12 months spherical. They’re solely open at sure occasions. This restricted availability makes her programs extra scarce and useful.
So she rotates the launches between her three programs and delivers a free promo occasion/problem earlier than the launches to generate buzz.
If somebody misses a promo occasion, they get placed on Louise’s e mail checklist, the place she affords enterprise suggestions and recommendation. They’ll even be instructed in regards to the subsequent promo occasion when that occurs.
Within the week main as much as a problem, she posts Instagram Tales and Reels and goes reside to her viewers.
As Louise factors out, “Individuals must see one thing not less than seven occasions earlier than they buy.”
Nevertheless, Louise doesn’t rely solely on natural advertising.
She additionally works with paid advert entrepreneurs who run Fb and Pinterest advertisements for her enterprise.
“If your enterprise will not be bringing within the variety of leads you need per 30 days, possibly it’s time so that you can put money into promoting…”
“I wouldn’t need simply to be counting on my natural advertising efforts. I like having advertisements on the market in order that I do know I’m assured a certain quantity of leads coming in…”
“When you have the correct techniques in place, you may anticipate a portion of these results in flip into prospects, and you can also make that funding again.”
There are different issues Louise does too. For instance, she asks enterprise associates to advertise her occasions to their audiences. (She does the identical in return.)
She additionally has an associates program for her programs, just like Justin Welsh.
Probably the most efficient advertising methods in her toolbelt is partnering up with “enterprise besties” and internet hosting workshops:
“I inform the accomplice that we’ll share the income…
“I additionally deal with the entire tech and make it as simple as attainable for them to accomplice with me. So I’ll give them copies of all of the emails, social media graphics — something I can do to make this so simple as attainable…”
“We then host the workshop, it goes properly, and brings in tons of recent leads and gross sales for my enterprise.
“However that’s not the place it ends.
“You then need to take this workshop recording and switch it into an automatic gross sales funnel. This fashion, the accomplice has a cause to drive visitors again to your enterprise for years to return…
“I’m all about working smarter, not more durable…”
The important thing to all of this?
Do not forget that it’s a numbers recreation:
“Of the individuals who join [to your marketing event], solely 30% will present up…
“After which solely 10% of those folks will purchase your product.”
Louise’s Web site
Unsurprisingly for somebody who teaches entrepreneurs the way to make wonderful web sites, Louise’s web site is superbly designed and thought by means of 😍
Earlier than constructing your web site, Louise recommends getting “tremendous clear in your model and persona.”
To this finish, “create a model board of visuals.” For instance, Louise makes use of constant fonts, colors, and icons which might be on her model board.
That is the board she used for her previous model, Solopreneur Sidekick:
Probably the most necessary issues in your web site is to make the copy sound such as you.
Listed here are some suggestions Louise shares:
Seize your cellphone and undergo your texts together with your BFF. Search for phrases and emojis you employ on a regular basis. You possibly can then retailer these in a “model financial institution” doc (see above).Think about you might be speaking to your BFF when writing your copy.File your self speaking in regards to the topic somewhat than writing it down.
Listed here are some additional website-building suggestions for inexperienced persons that Louise shares.
Take a while to soak them in:
“Know why somebody would rent you over everybody else doing the identical factor and use your web site to speak that.
“Your web site will not be about you. It’s about your best shopper.
“Faux you’re talking to 1 individual when writing your web site copy.
“Paint an image of the place somebody is and the place you may take them.
“You need your persona to leap off the web page.
“Sprinkle testimonials all over the place in your web site.
“Individuals need to see who’s behind the web site. So put a photograph of you in your about web page.
“Place as many belief builders in your web site as you may: locations you’ve been featured, testimonials, critiques, case research, and any related certifications/schooling.
“Use constant fonts and colors throughout your web site, and don’t use greater than 2–3 fonts.
“Don’t overload your web site. As a substitute, ask your self what your best shopper must know to e-book you and embody that.
“Buy a customized area and e mail deal with to look extra skilled.
“Be sure your web site passes the five-second check. A brand new customer ought to know precisely what you do and who you do it for throughout the first 5 seconds of visiting your web site.
“When folks come to your web site, you both need them to purchase from you or be part of your e mail checklist.
“When somebody lands in your web site, maintain them there so long as attainable. Additionally, watch out linking out and displaying your social media too prominently.
“On every web page, inform guests what motion you need them to take subsequent.”
Right here’s each single software Louise is utilizing in her enterprise proper now:
Asana — For organising her private {and professional} livesSquarespace — For her websiteKartra — She used to make use of a bunch of software program (e.g. Leadpages, ConvertKit, Deadline Funnel, and Teachable). Now, she simply makes use of Kartra. Having an all-in-one software saves her money and time.Canva Professional — For making all her graphicsZapier — For connecting instruments that don’t have APIsLoom — For recording course videosQuickbooks — For her accounting needsPlann — For planning and scheduling her Instagram contentAcuity — For letting folks e-book calls into her calendar (just like Calendly)Crowdcast — Louise makes use of this software for internet hosting reside webinars. It’s additionally the software I used to host my very first webinar (which was an entire catastrophe — however not due to the software.)Slack — For messaging her teamiMovie — For modifying YouTube videosProof — For including gross sales proof to her websiteChatra — For responding to folks’s questions that come from her websiteZoom — You realize.Add Occasion — “If I’m ever doing a reside coaching and I would like folks to have the ability to add the occasion to their calendar in order that they get reminders, I’ll use this software.”
Regardless of all of the obstacles put in Louise’s method, her objective remained clear: she needed to construct an internet course enterprise.
Seven years later, her objective is a actuality.
Certain, it’s not totally passive but. Louise nonetheless works extremely arduous. Nevertheless, she does become profitable in her sleep by leveraging techniques and automation instruments, and he or she’s residing her dream life.
This gritty dedication is why I discover her so inspiring.
In certainly one of her movies, she summarises her expertise of transitioning from 1:1 providers to on-line programs.
I believe these are nice takeaways to depart you with:
“It doesn’t must be good. Your first model of your on-line course is simply that — your first model. Simply get began. It’ll enhance over time.”“Don’t surrender when you don’t get any gross sales. It in all probability means one thing in your advertising or messaging is just a little off, otherwise you haven’t constructed the correct viewers but, which takes time.”“A whole lot of resistance will come up as you make this transition. You’re going to fret when you’re professional sufficient to create an internet course and whether or not it’s already been completed earlier than, however there are like 5 billion folks on-line… There’s all the time a novel method of doing issues and an angle you could find.”
