October 22, 2024 • 37 mins
Learn how to package knowledge into scalable online programs, conducting effective market research, and creating engaging content.
Lu shares her journey from Brazil to the U.S. with host, Breeanna Kay, advocating for simplicity and evergreen models in entrepreneurship. With insights into building authority, driving transformation, and structuring successful offers, Lu lays out strategies that have helped her clients achieve substantial online income.
This episode is ideal for entrepreneurs seeking impactful and sustainable growth and the true secret to achieving long-term success.
Equipped with her transformative "Digital Business Builder" system, Lu shares her approach to packaging expertise into seamless online platforms that scale and generate significant income. This insightful conversation is packed with practical strategies on simplifying your business in the digital age, rooting for authenticity, and maximizing impact through well-designed, effective programs.
Key Takeaways:
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Evergreen vs. Live Launching: Understanding the benefits of an evergreen model in ensuring longevity and simplicity in delivering online products.
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Crafting Your Niche: Start with a transformation focus rather than building an audience first; specificity in your offer aligns with sustainable business success.
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Market Research Importance: The power of deep, strategic market research and client conversations in defining clear, resonant messaging and offers.
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Successful Program Design: Building a hybrid program that combines pre-recorded courses, community interaction, and group coaching for a holistic client journey.
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Embrace Simplicity: Use the "keep it simple" strategy as demonstrated by the universal appeal of pizza; focus on core offerings for business effectiveness.
Notable Quotes:
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"Why is pizza so successful? It's because it's simple. Online entrepreneurs are doing the opposite."
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"Think about who you're serving. Start with the transformation you want to give them."
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"People don't buy the course; they buy the change it represents, and they buy it from a person they trust."
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"The niche is really the transformation."
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"Build your authority by packaging your knowledge into a system."
Resources:
About the Guest:
Lu Levy is a renowned expert in helping coaches, creators, and educators channel their expertise into successful and scalable online programs. With over 15 years of experience, she has empowered more than a thousand individuals to generate their first $10,000 online. Lu developed the "Digital Business Builder" system, which has collectivel
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Lu) (00:00):
Why is pizza so successful? Like, why do so many people love pizza? Why is it everywhere? You know, I don't know anybody who doesn't like pizza. It's because it's simple. Online entrepreneurs and educators are doing the opposite. They're like out there adding more and more and more ingredients to their business when really easy does it.
Bree) (00:20):
Hey there and welcome to the Rebel CEO podcast. Here we're all about embracing your inner CEO, helping you grow into the highest version of yourself and build a business that serves your life. That's right, we're leaving the hustle culture behind. I'm your host, Brianna Kay. I'm an elopement photographer, videographer and former burnt out entrepreneur who is on a mission to gain more freedom and live life to the fullest.
(00:44):
Think of me as a friend who you're sitting down for a coffee chat to catch up with. So get cozy and get ready to dive in. Dream big and realize you really can have it all. Hi rebel CEO's. If you are in the midwest like me, I hope that you've been enjoying this beautiful fall weather that we've had lately. It has been gorgeous out and we are almost into November now, so I'm not sure how much longer this will last.
(01:10):
I'm hoping to get outside today and get the dogs for a walk and take advantage of it. But first I want to talk to you about the episode. So today's episode, I'm talking with Lou Levy. Lou helps experts, creators and coaches to package their knowledge into scalable online programs and to build authentic authority, which is what we're talking about today. On the episode, she's going to unpack her whole process and tell us how you can become the go to authority in your niche.
(01:39):
She's helped over a thousand regular people make their 1st $10,000 online and has helped generate over $24 million. I hope that you are ready to listen to all of Lou's wisdom and knowledge. And this is going to be a good episode for you. To have a notebook and a pen clip close to you. Or if you're driving, just go ahead and relisten to the episode later. Okay, let's dive in. Hey Lou, thank you so much for being on the call.
(02:09):
So to get started, do you just want to share who you are and what your business journeys looked like?
Lu) (02:14):
For sure. So I'm Lou Levy. I've helped over 1000 people make their first ten k online. That's my brag. I've helped them do that by simply being themselves because I created a system called digital business builder that helps experts, consultants, coaches, service providers package their knowledge into a scalable online program. And the system has generated over $24 million collectively. So my journey though, started in Brazil where I'm originally from, 15 years ago.
(02:49):
And throughout that journey I have tried every strategy. I've sold every single type of product at all different price points. And like many online entrepreneurs, I eventually got trapped in that cycle of creating massive amounts of content and launching and then, you know, rinse and repeat. And that obviously led me to insane, debilitating burnout which left me unable to work for like a full year.
(03:19):
But it also brought me a series of downloads, you know, like aha. Moments in terms of online marketing, building authority and scaling my business. So in the end, it was a blessing in disguise.
Bree) (03:32):
Okay, so you talked about going through a period where you were doing tons of launching, right?
Lu) (03:37):
Yep.
Bree) (03:38):
Okay. Do you have a preference between live launching and Evergreen launching? I just have to ask because I feel like it's so debated. Oh, yeah, Evergreen, like, not launching, but Evergreen model.
Lu) (03:48):
My model is completely evergreen. No launching. I will never launch again based on, you know, my experience with that and also based on my results since going Evergreen. So I'm sure we'll have like, a ton of opportunity to talk about what that looks like just because, like, big x for me, no launching.
Bree) (04:08):
Okay. Yeah. So I thought that when I was getting started in, in the world of like, online education, I thought that live launching was the way to go. And then I started really diving deep into it and I was like, wait. But I feel like evergreen is more in line with who I am as a human and what I want to get out of it. So then I've kind of been like throwing both back and forth and trying to figure out if there's, if there's like one that's right or if I should do a mixture of both. So that was maybe a little bit off topic, but I just genuinely had the question for you.
Lu) (04:42):
I don't think it's off topic at all. Right. Because it's something that I practice in my business and that I teach every single one of my clients. And I think that the big thing with launching, live launching that, you know, was so painful for me is that I was, I was taught that that's the way to do it and that in order to do it, you have to constantly be producing content and showing up online. And at the end of the day, that really is what, like, just almost killed me. But, like, literally, whereas, you know, when you have something like a podcast or a YouTube channel where you have long form content that has a much longer shelf life than places like Instagram or reels or TikTok or whatever you're able to do. Evergreen so much better because just of the nature of that long form content, how you're able to spend so much more time with your clients, with, with each interaction right at every touch point.
(05:47):
And also just because YouTube, especially, it's search based, it continues to deliver your videos for months, sometimes years at a time. So it's just a much simpler way to build those evergreen funnels, right? There's constantly people finding you, constantly people watching your videos, signing up for your lead magnet, and then just coming into your universe.
Bree) (06:10):
That makes so much sense. And I did an episode not long ago with somebody who specializes in the YouTube, and I haven't really done much on YouTube at all, but that really gave me the urge to want to maybe explore it down the road. So that's on my, like, slow season back end fix my, like, little business woes list.
Lu) (06:29):
I will encourage you to get on that. Like, YouTube saved my life, saved my business. Like, like, they should pay me to get more people on there because I am so advocating all the time for people to get on YouTube.
Bree) (06:41):
And when you're talking about it, I'm thinking of like, all of the times that I've searched, like, how to do this when editing a video or something like that. And there's this little like, oh, grab my freebie or get my lot pack and I followed the link and actually take an action on it. So we're actually, like, our main topic here is how to become the go to authority in your niche. But can I ask first, like, what does that actually mean to you? And if you have any examples, can you share examples of businesses that are doing this?
Lu) (07:12):
Well, for sure. I love this topic. It's so dear to my heart. And being the go to authority means that you are the very first person that pops into someone's brains when they think about a goal or a problem that they have. And for us, the creator, right. The person who wants to become that go to authority. It means being so clear on your messaging and your targeting. I call this being able to read your clients minds so that when they see a piece of content or they see you somewhere, they're like, oh, my God, I need to work with this person because she gets me. She knows me. She knows what I'm going through.
(07:54):
And in practice, what that means is using the exact words that your clients are thinking in your content and in your messaging. Again, that mind reading. Right. And it also means having an offer that is a perfect fit solution for that client. So not a nice to have. Not a. Oh, yeah, she's great. I mean, really having that sense of, this is the only person I could ever work with to solve this particular problem.
(08:27):
And I think that, yeah, there's definitely a few businesses that I can think of that are doing really well. I think the first that comes to mind, and again, see top of mind go to authority, is Ed Lawrence from creator Booth. He's a YouTube. He's a YouTube genius, by the way. Like, he is the guy that does YouTube better than anyone else, I think. And in the last year or so, he really honed in on helping educators succeed on YouTube. So, you know, when I think about my position, what I do and what my clients do, I think that Ed is just a really good resource and a figure to look to.
(09:07):
And of course, Alex Catoni from copyposse, because, like, before discovering Alix, I did not even know that there were big names in copywriting. Like, I just was unaware of it. But she really stood out. And the thing about Alex, I think that I've been observing, is that she ventured off a little bit to, like, helping small business owners and people, you know, kind of like, with marketing. And I think that she quickly realized that her magic is in the copy space because she's just such a powerful brand in that space. So I've noticed she's, like, coming back to the copywriting roots.
Bree) (09:48):
Yeah. So when you're talking about this, I feel like a lot of listeners are going to be like, okay, wait, how am I going to become the go to authority in my niche? My niche is so crowded. But I also feel like it's beneficial to touch on. You said, use the words that your aligned client or the people that you want to magnetize actually use in your copy. And when you're doing that, you're kind of attracting a certain type of person, and you're in this one niche, but there will be other go to authorities in your same niche that attract a different type of person. So I feel like there's room for multiple people to be the authority, but they just have a different client that they're speaking to.
Lu) (10:31):
You know, there's so much to unpack here. But the reason I love it so much is because I often hear, oh, my niche is saturated. And in my experience, the whole, like, niche thing, like, exactly who am I going to serve? Is the beginning of where people get, like, a string of things wrong, right? Because I hear every single day, and this drives me nuts, is, oh, I need to start by building an audience.
(10:58):
But really, the first step is to get really clear on the transformation that you provide, because the niche is really the transformation. So let me explain what I mean by that. I was just on a call with a brand new client yesterday, and he's, like, a literature english guy, and he wants to teach writing, okay? So he's been creating content on his YouTube channel for years, and he's getting no traction, right? He's got all these videos about writing in all these different kind of areas of writing, but it really has no clear direction. And he's getting absolutely no traction. Like, each video is about a very different thing inside of the writing niche.
(11:40):
So to position yourself as an authority and to actually build that community that, like, needs you, you need to start with the transformation. So, in the case of this client, it could be something like, I help successful entrepreneurs write and publish a non fiction book so that they can go from feeling confused about where to start and how to continue with the process to feeling confident about every step so that they can feel the sense of accomplishment of seeing their published book at the bookstore.
(12:15):
And there's something really important about this, what I call transformation declaration that I really want to point out. Did you notice that you're speaking to one very specific client? So, successful entrepreneurs, right? They all have the same exact problem. They want to write a nonfiction book, but they don't know where to start or how to continue once they do start, and they're all desiring the same exact income to be a published authorization. This level of specificity will position you as the goal to authority in your niche, but it will also bring you freedom and scalability in your business, because all your clients are the same.
(12:56):
So now you're no longer trying to serve all different types of clients or creating different types of offers for different people, or even, you know, getting confused about what content to create and missing the mark with the people that you actually want to serve. Okay. There's so much more to say. And I think, like, okay, so a lot of people are like, okay, I get that. I get that I have to have a help statement, right? So let me start making content.
(13:25):
But what I have my clients do instead, and this is, by the way, what gets them results, like, ten k in, like, 90 days from starting with this process, even if they're starting from scratch. So, okay, you have your I help statement, right? Your transformation declaration. And the next thing that you really should be doing here is market research. Now, we say market research. People are like, cool, let me create an Instagram poll or send out a Google form.
(13:57):
But what we're doing here instead is really understanding. Okay, where do these entrepreneurs hang out, both online and offline? And then the key here is to have actual conversations with them, like face to face or through a Zoom call, where you're asking very strategic questions to hear those exact words that they're using to describe their pain. Right? What's going on in their mind? So this is really, really important because, of course we want to collect this data. It's really important for us to be able to create that mind reading content, create an offer that resonates specifically with the transformation that they desire.
(14:42):
But it's also really key because by having these conversations, you're building trust, you're building your own confidence, and you're building a client pipeline, which are all things that potentially you didn't have before going through this step, right? And you're like, it's literally just research, though. Like, you're not selling anything. You don't have product. You're like, I really want to get in your mind.
(15:05):
And then with all that data you collect, then we're building what I call a time machine, right? Because we want to get people their results as fast as possible. And a lot of people think like, okay, so I'm going to build, you know, all this content. I'm going to build the program, or course, and I have to put as much of my knowledge in there as I possibly can because that'll bring more value. And it's actually the opposite of that. People just want to get their book published as fast as possible.
(15:36):
They don't want all the things that they don't need. So when you create that offer that gets your people the transformation that they want as fast as possible, you really are saying, hey, look, I have a system. It's going to solve the exact problem that you need, and you don't need to worry about all the stuff that doesn't matter. So going back to the steps that you take to position yourself as an authority, basically, you take that data, you create your system, you go back to the people you already spoke to, and you sell your beta version of your program, which you're going to deliver live.
(16:17):
And you do everything in your, in your, like, world to make sure that your, those first clients get amazing results. Because then the third thing that you didn't have before is these amazing client results and testimonials that you're going to be able to use in your marketing that you're going to basically use to sell your program for you and to prove that your system works. So packaging your knowledge into a system that gets your clients their transformation is so important for you to build your authority, grow that community, and make money, right? Because it's what helps you to start creating content that really resonates. Think about it. You already have the system.
(17:05):
Now you know exactly what kind of content you need to create because it's going to be basically the same content that's inside your offer, you know, but just a little bit more high level. You're not wasting time creating content in a bunch of different directions that might attract all different kinds of clients. You're being super targeted and very specific. You have a system, right? You can say, I have a system that works and that in itself boosts your authority and you get the added benefit that you get to sell something. Like, you have something to sell from day one.
(17:38):
And listen, I believe that for a business to be a business, it needs to make money. Like, otherwise it's just a hobby. So all that to say, I think that the best way to start building your authority is to package it into a system. And everything else comes after that. Start with the transformation, package it into a system, and then the content, the clients, the authority, the community, all that is going to follow.
Bree) (18:06):
So if going into building these courses or building these online education platforms, whatever they are, whether it's a webinar or something else, if you don't have a system ahead of time, like if you're just, you haven't defined your system, the first thing that people would want to do is maybe figure out what steps do I actually take to make this work and how can I turn it into a system that other people can replicate? Is that right?
Lu) (18:34):
100%. Because I think that, you know, most successful course graders or coaches are people who have either gone through a transformation themselves, right? So it's really about reverse engineering what, what steps they took to go through that transformation, or they're someone who have helped clients or friends go through that transformation. So I don't want you to, you know, come in and be like, hey, I'm gonna help you get a million followers on Instagram if you don't have a million followers on Instagram, or if you've never helped someone get a million followers on Instagram, right?
(19:12):
So the key about the transformation here is, have I done this or have I helped somebody else do this? And if so, you're golden.
Bree) (19:24):
Awesome. That's all such valuable information. And then when you're doing those market research calls, are you also listening for the way that the people you're talking to phrase things and using that in your marketing?
Lu) (19:38):
100%. So what I do with my clients is I give them a list of strategic questions to ask, and obviously we tweak those for every client based on their niche transformation. And then we also have a spreadsheet where we're filling out the answers for each one of those questions so that we can see patterns. Out of 20 people I spoke to, twelve said these exact words. Bingo. I need to use this in my marketing.
Bree) (20:11):
Yeah, that's so smart. So then what would you say to somebody who's been trying to launch a digital product or to become an educator in their field, but they're still hearing crickets back? Are there common mistakes that you see people doing to end up in that situation, or do you have any tips for getting them unstuck?
Lu) (20:31):
Yeah, the first thing I'd say is, stop everything you're doing and think about pizza. All right. I was just in Italy, and I've got pizza on my mind since I came back. But the thing is, I stopped in Naples just to eat a very traditional neapolitan margarita pizza. And it got me thinking, why is pizza so successful? Like, why do so many people love pizza? Why is it everywhere? You know, I don't know anybody who doesn't like pizza.
(21:01):
And what the conclusion that I came to is, it's because it's simple. It's literally got, like, four ingredients, right? Dough, sauce, cheese, basil. And online entrepreneurs and educators are doing the opposite. They're, like, out there adding more and more and more ingredients to their business when really easy does it. So I start by reminding them of why they got into this online space in the first place, which I think for most of us is you want the freedom, right? You want to reach your income goals.
(21:37):
You want to help people and deliver insane results for your clients. You want to be positioned as an authority. And I think most people also want to scale eventually. So I would begin by looking at their offer suites and analyzing if what they've created or what they want to create actually hits all those points and allows them to have those things. So, for instance, first thing I would eliminate, like, if you have this is a membership, because for a membership, you have to create content all the time.
(22:11):
It's low ticket, right? Create content all the time. Freedom goes out the door. It's low ticket. So reaching your income goals will become really, really hard unless you have like a massive audience. So it's a lead gen nightmare. I would eliminate pre recorded courses. So the reason for that is course completion rates are shit. We know this, like, if you don't have some sort of support core element, you just record your lessons, leave your clients to their own devices.
(22:39):
It's really, really bad for business because people just buy your thing, they don't finish it, they're unhappy, which also means it doesn't deliver really insane results. So you're not really helping people. And if you're not really helping people, it doesn't position you as an authority because you're not getting those results right. Okay. I would also eliminate live workshops. Again, launching, you have to like, get all these people to come in.
(23:07):
We already talked about launching, and you also have to be there presently. So eliminates your freedom. And I'd even eliminate one to one coaching. And I think a lot of experts get trapped here because with one on one coaching, you do deliver awesome results. You. Right, so you're helping people. You can charge high ticket, which means you're making really good income, but you're essentially trading your time for money.
(23:34):
So freedom goes out the door. So what I'd encourage them to create instead is a program. So I don't like the word course, even though it is a piece of what I would encourage you to create. But I call it a program because it is a hybrid trifecta. So it's got the pre recorded lessons, which allow you the scalability of a pre recorded course and the freedom. You don't have to repeat yourself over and over again because it's all prerecorded.
(24:05):
You've got the community piece, which really acts like a membership because people become engaged, they have that support of a community. And we could talk about pricing structures later if you want. But if people want to continue being part of that community after their support period is over, they can subscribe monthly. And then you've got group coaching because you really want to have that high touch support.
(24:32):
You want to be able to take your clients hands and really support them through, you know, getting that transformation. But again, you don't want to fill up your entire calendar with coaching calls because we want to have that freedom. So when you really take this model, you eliminate the need to start by building an audience like we were just talking about, because you can get those people who you interviewed are going to be your first clients, right? And you can charge high ticket. It's going to help you reach your income goals.
(25:04):
You're going to be positioned as an authority because you're leading a group and it's really, really easy to scale.
Bree) (25:12):
Okay. So you just kind of blew my mind because I'm taking notes, like as I think of things. And you said eliminate the membership, eliminate the live trainings, the prerecorded courses and the one on one coaching. And I'm writing these down to ask you questions on because I'm like, wait, but what do you do? Because you're just like, take away this, take away this, take away this. And then I'm like, wait, what's left? Like, what else is there? And then the way that you tied it all together again by explaining what the program is, I feel like does seem a lot more enticing.
(25:46):
Two people who are wanting to buy because they do get all of those little pieces in one. So, yeah, I did not know where you were going with that. And then the program and I was like, okay, this is valid.
Lu) (25:58):
And look, let me just say that you only really need that one offer. Like, that's it. I only have one offer in my business. And by the way, I only market it in one way, too, which is YouTube.
Bree) (26:11):
All right. So then if you have one offer, it's evergreen. How. And you're doing group coaching. How are people joining at separate times and still doing the group coaching aspect?
Lu) (26:27):
That is a really good question. I love that you asked that. So remember that we're doing research calls, we're gathering data, we're building our curriculum. Selling that first version of your program to deliver live. Right. Because we want that feedback. We want to optimize it. We want to get insane results. So for that very first time that you deliver this program, you're going to start on a particular date and you're going to grab your founding members and you're going to be like, all right, there's ten of us. We're going to start on this date and end on this date.
(26:58):
What's going to happen, though, is you are going to look at the transformation and you are going to think about how long does that transformation take. So let's go back to the entrepreneurs who want to write a book, right? I have no idea. I've never written a book. But let's say you're the expert and you know that it will take on average about six months to write that book and get it all the way to the bookstore.
(27:23):
What I would recommend for my client is if the transformation takes about six months, offer eight months of support. We always want to over deliver all right. So your founding members are going to go through, let's say, six weeks of curriculum where you're going to deliver it live. And then they're going to continue having those weekly or bi weekly coaching calls with you through those eight months that it takes them to actually apply everything in the curriculum and get that result.
(27:51):
Now, at the end of the six weeks that you've delivered your program, you can collect that feedback, optimize your curriculum, and then pre record that curriculum so that new clients can consume your curriculum at their own pace. So what's going to happen is once you, you know, birth your evergreen version of your program, you're going to start letting new clients in and they're just going to join the community that your founding members were in and they're going to join the coaching calls that your founding members were in.
(28:29):
And the great thing about this is that your founding members are, they're going to be like three to four steps ahead. So they also serve as mentors to your newer clients. And this will continue forever because you're bringing in new people who are starting at the very beginning and your other clients will be further along in their transformation. And I love the type of culture that that breeds because people are like, oh, this is so hard. I can't get through it. And then someone would be like, oh my God, it was so hard when I was there too.
(29:01):
But just keep going. You got this, like, look at the results I got from actually implementing it, right? And so clients are always going to be coming. And then by the end of that 8th month, eight month period, if they want to continue being in that community and getting that support, then you can offer them a monthly subscription rate to continue being in the community and being able to join those coaching calls.
Bree) (29:27):
Okay, I love that. That's brilliant. So then what are your thoughts on collaboration versus competition? Do you think that there are other people in the niche who are your competitors or how do you navigate those relationships?
Lu) (29:42):
I think that, you know, anyone who's a business coach or course creator or anything is obviously my competitor. But I love that there's competition because it means that there's demand. And I think that that's the first thing that is. There's really that mindset shift around. You know, when we're doing that market research, we're talking to people, but we're also seeing what else is out there. And when you see a lot of competition, this is really good news because it means that there's a lot of demand for what you want to do.
(30:12):
And the second piece of that is that, look, I think that people, they buy the coach. I don't think that they buy the program or the system or the curriculum or the features or anything like that. They buy the coach, they buy the person who was really able to reach them with their messaging, but also affect them emotionally and connect with them, which is another reason I love YouTube. You get such an awesome opportunity to really hang out with your people when your videos are 15 minutes long instead of 30 seconds.
(30:51):
So I think at the end of the day, the people who want to work with me will work with me regardless of whether there's five or ten or 200 people who do the same thing that I do. And, you know, remember, there's only one of you. It goes back to, my niche is saturated. It's not. There's only one of you. And the people who like you will like you.
Bree) (31:15):
Yeah, that's so true. I actually was just talking to somebody who listens to my podcast, and they referenced a different podcast, which also ties in business and spirituality mindset, all that stuff. And they were like, yeah, she has a more. The other podcaster has a more aggressive approach, and I like that you're so calming. I'm like, oh, that's so cute. But it's so true that what's right for one person isn't right for other people. So, yes, we could be talking about some of the same things, but we're talking about it in very different ways. And just hearing it phrased or delivered in different ways can hit with somebody when the opposite maybe wouldn't.
Lu) (32:00):
Also think about how validating that is. Like, I have. I had somebody tell me the other day that, you know, they were, like, shopping around and they put me in the same pool as people who are huge and have been doing this for ages. And I'm like, wow, you know, like, this person has me on that same level, and that's really validating and really exciting.
Bree) (32:24):
Yeah, for sure. So then if you were to start over today in a whole new industry, like, let's say, say pottery or teaching people pottery, what steps would you take to become the go to resource for people who want to know more about making pottery?
Lu) (32:39):
Well, first, I do want to mention that you asked me, like, if I were to start over in a new industry. I literally did just start over in a new industry.
Bree) (32:48):
Oh, what is it? We'll go that route.
Lu) (32:50):
Well, so I mentioned that I've been in business for 15 years. That was in Brazil. Right. And I literally crossed over my business to the US this march, and I was been able to scale to high six figures in a little over six months. But, like, I got here. Nobody knew me. Nobody have ever heard my name. Like, I literally did. Just, I wouldn't say new industry. I'm doing the same thing that I've always done, but a new market in a new language with a new audience. Like, I had zero audience when I first, you know, decided, hey, I'm going to do this in English now.
(33:29):
And I think that the steps that I would take, like, I literally just laid out my entire process here. So let's go back to, you know, pottery. Like, the first thing that I would think about is, what does pottery mean to your ideal clients? Like, why do they want to learn pottery? So this actually makes me think of a client I have who's a watercolor teacher. She teaches watercolor, but the transformation is helping single moms manage their anxiety through watercolor.
(34:04):
Right. - (Bree)
Yeah, no, but you. I think you hit the nail on the head there, because watercolor is whatever pottery is whatever. No, like, I love art and all those things, but I'm just saying, like, isn't it so much more powerful if you can bring in emotion? Right? So I would start there with that transformation declaration that really ties in, like, why you're doing this and who you want to help and how you want to help them.
(34:51):
And then I would move on to the next step. Market research. Start talking to single moms who are stressed and are anxious and are maybe interested in pottery and really ask them the hard stuff. Right. Because, again, we really want to understand what their situation is. So collect that data, really see where. Where you start spotting patterns and what they tell you, and then you can build your offer from there, and then go back to those same people you already spoke to, you've already built a relationship, and you've already built trust with and sell your offer and deliver it live.
(35:30):
Literally just the entire process I laid out here. Deliver it live. Collect that feedback, collect those. Those testimonials and those client results. Package it up. Evergreen. So pre record your lessons, put it on a course platform, and then really just focus on creating that content that is magnetic to your ideal people. And now you already know who they are, right? And you already know what they're willing to buy and even how much they would pay for it because they're telling you that in your interviews.
Bree) (35:59):
Awesome. I feel like you packed so much valuable information into the 34 minutes that we've been. Thank you for that. If anyone's listening and they want to follow along with you, where can they find you?
Lu) (36:13):
They can find me@lulevy.com. instagram lulevy. Well, YouTube levy, that needs to be there before Lew levy on YouTube. And I'm also going to direct them to my free resource. It's my zero to consistent ten k months blueprint where they can literally just follow through this entire process that we spoke about and apply it to their own businesses.
Bree) (36:39):
Awesome. And then is that through your site or where would they go to find that?
Lu) (36:44):
Oh, they can go to lulavy.com blueprint.
Bree) (36:47):
Oh, okay. Awesome. So thank you so much. You did amazing, and I'm so happy that you were able to join.
Lu) (36:53):
Thank you so much for having me. This is so much fun.
Bree) (36:56):
Until next week, stay rebellious. Don't be scared to go against the grain. Make big changes in the world and keep rocking your journey as a rebel CEO. I will catch you in the next episode.
Why is pizza so successful? Like, why do so many people love pizza? Why is it everywhere? You know, I don't know anybody who doesn't like pizza. It's because it's simple. Online entrepreneurs and educators are doing the opposite. They're like out there adding more and more and more ingredients to their business when really easy does it.
Bree) (00:20):
Hey there and welcome to the Rebel CEO podcast. Here we're all about embracing your inner CEO, helping you grow into the highest version of yourself and build a business that serves your life. That's right, we're leaving the hustle culture behind. I'm your host, Brianna Kay. I'm an elopement photographer, videographer and former burnt out entrepreneur who is on a mission to gain more freedom and live life to the fullest.
(00:44):
Think of me as a friend who you're sitting down for a coffee chat to catch up with. So get cozy and get ready to dive in. Dream big and realize you really can have it all. Hi rebel CEO's. If you are in the midwest like me, I hope that you've been enjoying this beautiful fall weather that we've had lately. It has been gorgeous out and we are almost into November now, so I'm not sure how much longer this will last.
(01:10):
I'm hoping to get outside today and get the dogs for a walk and take advantage of it. But first I want to talk to you about the episode. So today's episode, I'm talking with Lou Levy. Lou helps experts, creators and coaches to package their knowledge into scalable online programs and to build authentic authority, which is what we're talking about today. On the episode, she's going to unpack her whole process and tell us how you can become the go to authority in your niche.
(01:39):
She's helped over a thousand regular people make their 1st $10,000 online and has helped generate over $24 million. I hope that you are ready to listen to all of Lou's wisdom and knowledge. And this is going to be a good episode for you. To have a notebook and a pen clip close to you. Or if you're driving, just go ahead and relisten to the episode later. Okay, let's dive in. Hey Lou, thank you so much for being on the call.
(02:09):
So to get started, do you just want to share who you are and what your business journeys looked like?
Lu) (02:14):
For sure. So I'm Lou Levy. I've helped over 1000 people make their first ten k online. That's my brag. I've helped them do that by simply being themselves because I created a system called digital business builder that helps experts, consultants, coaches, service providers package their knowledge into a scalable online program. And the system has generated over $24 million collectively. So my journey though, started in Brazil where I'm originally from, 15 years ago.
(02:49):
And throughout that journey I have tried every strategy. I've sold every single type of product at all different price points. And like many online entrepreneurs, I eventually got trapped in that cycle of creating massive amounts of content and launching and then, you know, rinse and repeat. And that obviously led me to insane, debilitating burnout which left me unable to work for like a full year.
(03:19):
But it also brought me a series of downloads, you know, like aha. Moments in terms of online marketing, building authority and scaling my business. So in the end, it was a blessing in disguise.
Bree) (03:32):
Okay, so you talked about going through a period where you were doing tons of launching, right?
Lu) (03:37):
Yep.
Bree) (03:38):
Okay. Do you have a preference between live launching and Evergreen launching? I just have to ask because I feel like it's so debated. Oh, yeah, Evergreen, like, not launching, but Evergreen model.
Lu) (03:48):
My model is completely evergreen. No launching. I will never launch again based on, you know, my experience with that and also based on my results since going Evergreen. So I'm sure we'll have like, a ton of opportunity to talk about what that looks like just because, like, big x for me, no launching.
Bree) (04:08):
Okay. Yeah. So I thought that when I was getting started in, in the world of like, online education, I thought that live launching was the way to go. And then I started really diving deep into it and I was like, wait. But I feel like evergreen is more in line with who I am as a human and what I want to get out of it. So then I've kind of been like throwing both back and forth and trying to figure out if there's, if there's like one that's right or if I should do a mixture of both. So that was maybe a little bit off topic, but I just genuinely had the question for you.
Lu) (04:42):
I don't think it's off topic at all. Right. Because it's something that I practice in my business and that I teach every single one of my clients. And I think that the big thing with launching, live launching that, you know, was so painful for me is that I was, I was taught that that's the way to do it and that in order to do it, you have to constantly be producing content and showing up online. And at the end of the day, that really is what, like, just almost killed me. But, like, literally, whereas, you know, when you have something like a podcast or a YouTube channel where you have long form content that has a much longer shelf life than places like Instagram or reels or TikTok or whatever you're able to do. Evergreen so much better because just of the nature of that long form content, how you're able to spend so much more time with your clients, with, with each interaction right at every touch point.
(05:47):
And also just because YouTube, especially, it's search based, it continues to deliver your videos for months, sometimes years at a time. So it's just a much simpler way to build those evergreen funnels, right? There's constantly people finding you, constantly people watching your videos, signing up for your lead magnet, and then just coming into your universe.
Bree) (06:10):
That makes so much sense. And I did an episode not long ago with somebody who specializes in the YouTube, and I haven't really done much on YouTube at all, but that really gave me the urge to want to maybe explore it down the road. So that's on my, like, slow season back end fix my, like, little business woes list.
Lu) (06:29):
I will encourage you to get on that. Like, YouTube saved my life, saved my business. Like, like, they should pay me to get more people on there because I am so advocating all the time for people to get on YouTube.
Bree) (06:41):
And when you're talking about it, I'm thinking of like, all of the times that I've searched, like, how to do this when editing a video or something like that. And there's this little like, oh, grab my freebie or get my lot pack and I followed the link and actually take an action on it. So we're actually, like, our main topic here is how to become the go to authority in your niche. But can I ask first, like, what does that actually mean to you? And if you have any examples, can you share examples of businesses that are doing this?
Lu) (07:12):
Well, for sure. I love this topic. It's so dear to my heart. And being the go to authority means that you are the very first person that pops into someone's brains when they think about a goal or a problem that they have. And for us, the creator, right. The person who wants to become that go to authority. It means being so clear on your messaging and your targeting. I call this being able to read your clients minds so that when they see a piece of content or they see you somewhere, they're like, oh, my God, I need to work with this person because she gets me. She knows me. She knows what I'm going through.
(07:54):
And in practice, what that means is using the exact words that your clients are thinking in your content and in your messaging. Again, that mind reading. Right. And it also means having an offer that is a perfect fit solution for that client. So not a nice to have. Not a. Oh, yeah, she's great. I mean, really having that sense of, this is the only person I could ever work with to solve this particular problem.
(08:27):
And I think that, yeah, there's definitely a few businesses that I can think of that are doing really well. I think the first that comes to mind, and again, see top of mind go to authority, is Ed Lawrence from creator Booth. He's a YouTube. He's a YouTube genius, by the way. Like, he is the guy that does YouTube better than anyone else, I think. And in the last year or so, he really honed in on helping educators succeed on YouTube. So, you know, when I think about my position, what I do and what my clients do, I think that Ed is just a really good resource and a figure to look to.
(09:07):
And of course, Alex Catoni from copyposse, because, like, before discovering Alix, I did not even know that there were big names in copywriting. Like, I just was unaware of it. But she really stood out. And the thing about Alex, I think that I've been observing, is that she ventured off a little bit to, like, helping small business owners and people, you know, kind of like, with marketing. And I think that she quickly realized that her magic is in the copy space because she's just such a powerful brand in that space. So I've noticed she's, like, coming back to the copywriting roots.
Bree) (09:48):
Yeah. So when you're talking about this, I feel like a lot of listeners are going to be like, okay, wait, how am I going to become the go to authority in my niche? My niche is so crowded. But I also feel like it's beneficial to touch on. You said, use the words that your aligned client or the people that you want to magnetize actually use in your copy. And when you're doing that, you're kind of attracting a certain type of person, and you're in this one niche, but there will be other go to authorities in your same niche that attract a different type of person. So I feel like there's room for multiple people to be the authority, but they just have a different client that they're speaking to.
Lu) (10:31):
You know, there's so much to unpack here. But the reason I love it so much is because I often hear, oh, my niche is saturated. And in my experience, the whole, like, niche thing, like, exactly who am I going to serve? Is the beginning of where people get, like, a string of things wrong, right? Because I hear every single day, and this drives me nuts, is, oh, I need to start by building an audience.
(10:58):
But really, the first step is to get really clear on the transformation that you provide, because the niche is really the transformation. So let me explain what I mean by that. I was just on a call with a brand new client yesterday, and he's, like, a literature english guy, and he wants to teach writing, okay? So he's been creating content on his YouTube channel for years, and he's getting no traction, right? He's got all these videos about writing in all these different kind of areas of writing, but it really has no clear direction. And he's getting absolutely no traction. Like, each video is about a very different thing inside of the writing niche.
(11:40):
So to position yourself as an authority and to actually build that community that, like, needs you, you need to start with the transformation. So, in the case of this client, it could be something like, I help successful entrepreneurs write and publish a non fiction book so that they can go from feeling confused about where to start and how to continue with the process to feeling confident about every step so that they can feel the sense of accomplishment of seeing their published book at the bookstore.
(12:15):
And there's something really important about this, what I call transformation declaration that I really want to point out. Did you notice that you're speaking to one very specific client? So, successful entrepreneurs, right? They all have the same exact problem. They want to write a nonfiction book, but they don't know where to start or how to continue once they do start, and they're all desiring the same exact income to be a published authorization. This level of specificity will position you as the goal to authority in your niche, but it will also bring you freedom and scalability in your business, because all your clients are the same.
(12:56):
So now you're no longer trying to serve all different types of clients or creating different types of offers for different people, or even, you know, getting confused about what content to create and missing the mark with the people that you actually want to serve. Okay. There's so much more to say. And I think, like, okay, so a lot of people are like, okay, I get that. I get that I have to have a help statement, right? So let me start making content.
(13:25):
But what I have my clients do instead, and this is, by the way, what gets them results, like, ten k in, like, 90 days from starting with this process, even if they're starting from scratch. So, okay, you have your I help statement, right? Your transformation declaration. And the next thing that you really should be doing here is market research. Now, we say market research. People are like, cool, let me create an Instagram poll or send out a Google form.
(13:57):
But what we're doing here instead is really understanding. Okay, where do these entrepreneurs hang out, both online and offline? And then the key here is to have actual conversations with them, like face to face or through a Zoom call, where you're asking very strategic questions to hear those exact words that they're using to describe their pain. Right? What's going on in their mind? So this is really, really important because, of course we want to collect this data. It's really important for us to be able to create that mind reading content, create an offer that resonates specifically with the transformation that they desire.
(14:42):
But it's also really key because by having these conversations, you're building trust, you're building your own confidence, and you're building a client pipeline, which are all things that potentially you didn't have before going through this step, right? And you're like, it's literally just research, though. Like, you're not selling anything. You don't have product. You're like, I really want to get in your mind.
(15:05):
And then with all that data you collect, then we're building what I call a time machine, right? Because we want to get people their results as fast as possible. And a lot of people think like, okay, so I'm going to build, you know, all this content. I'm going to build the program, or course, and I have to put as much of my knowledge in there as I possibly can because that'll bring more value. And it's actually the opposite of that. People just want to get their book published as fast as possible.
(15:36):
They don't want all the things that they don't need. So when you create that offer that gets your people the transformation that they want as fast as possible, you really are saying, hey, look, I have a system. It's going to solve the exact problem that you need, and you don't need to worry about all the stuff that doesn't matter. So going back to the steps that you take to position yourself as an authority, basically, you take that data, you create your system, you go back to the people you already spoke to, and you sell your beta version of your program, which you're going to deliver live.
(16:17):
And you do everything in your, in your, like, world to make sure that your, those first clients get amazing results. Because then the third thing that you didn't have before is these amazing client results and testimonials that you're going to be able to use in your marketing that you're going to basically use to sell your program for you and to prove that your system works. So packaging your knowledge into a system that gets your clients their transformation is so important for you to build your authority, grow that community, and make money, right? Because it's what helps you to start creating content that really resonates. Think about it. You already have the system.
(17:05):
Now you know exactly what kind of content you need to create because it's going to be basically the same content that's inside your offer, you know, but just a little bit more high level. You're not wasting time creating content in a bunch of different directions that might attract all different kinds of clients. You're being super targeted and very specific. You have a system, right? You can say, I have a system that works and that in itself boosts your authority and you get the added benefit that you get to sell something. Like, you have something to sell from day one.
(17:38):
And listen, I believe that for a business to be a business, it needs to make money. Like, otherwise it's just a hobby. So all that to say, I think that the best way to start building your authority is to package it into a system. And everything else comes after that. Start with the transformation, package it into a system, and then the content, the clients, the authority, the community, all that is going to follow.
Bree) (18:06):
So if going into building these courses or building these online education platforms, whatever they are, whether it's a webinar or something else, if you don't have a system ahead of time, like if you're just, you haven't defined your system, the first thing that people would want to do is maybe figure out what steps do I actually take to make this work and how can I turn it into a system that other people can replicate? Is that right?
Lu) (18:34):
100%. Because I think that, you know, most successful course graders or coaches are people who have either gone through a transformation themselves, right? So it's really about reverse engineering what, what steps they took to go through that transformation, or they're someone who have helped clients or friends go through that transformation. So I don't want you to, you know, come in and be like, hey, I'm gonna help you get a million followers on Instagram if you don't have a million followers on Instagram, or if you've never helped someone get a million followers on Instagram, right?
(19:12):
So the key about the transformation here is, have I done this or have I helped somebody else do this? And if so, you're golden.
Bree) (19:24):
Awesome. That's all such valuable information. And then when you're doing those market research calls, are you also listening for the way that the people you're talking to phrase things and using that in your marketing?
Lu) (19:38):
100%. So what I do with my clients is I give them a list of strategic questions to ask, and obviously we tweak those for every client based on their niche transformation. And then we also have a spreadsheet where we're filling out the answers for each one of those questions so that we can see patterns. Out of 20 people I spoke to, twelve said these exact words. Bingo. I need to use this in my marketing.
Bree) (20:11):
Yeah, that's so smart. So then what would you say to somebody who's been trying to launch a digital product or to become an educator in their field, but they're still hearing crickets back? Are there common mistakes that you see people doing to end up in that situation, or do you have any tips for getting them unstuck?
Lu) (20:31):
Yeah, the first thing I'd say is, stop everything you're doing and think about pizza. All right. I was just in Italy, and I've got pizza on my mind since I came back. But the thing is, I stopped in Naples just to eat a very traditional neapolitan margarita pizza. And it got me thinking, why is pizza so successful? Like, why do so many people love pizza? Why is it everywhere? You know, I don't know anybody who doesn't like pizza.
(21:01):
And what the conclusion that I came to is, it's because it's simple. It's literally got, like, four ingredients, right? Dough, sauce, cheese, basil. And online entrepreneurs and educators are doing the opposite. They're, like, out there adding more and more and more ingredients to their business when really easy does it. So I start by reminding them of why they got into this online space in the first place, which I think for most of us is you want the freedom, right? You want to reach your income goals.
(21:37):
You want to help people and deliver insane results for your clients. You want to be positioned as an authority. And I think most people also want to scale eventually. So I would begin by looking at their offer suites and analyzing if what they've created or what they want to create actually hits all those points and allows them to have those things. So, for instance, first thing I would eliminate, like, if you have this is a membership, because for a membership, you have to create content all the time.
(22:11):
It's low ticket, right? Create content all the time. Freedom goes out the door. It's low ticket. So reaching your income goals will become really, really hard unless you have like a massive audience. So it's a lead gen nightmare. I would eliminate pre recorded courses. So the reason for that is course completion rates are shit. We know this, like, if you don't have some sort of support core element, you just record your lessons, leave your clients to their own devices.
(22:39):
It's really, really bad for business because people just buy your thing, they don't finish it, they're unhappy, which also means it doesn't deliver really insane results. So you're not really helping people. And if you're not really helping people, it doesn't position you as an authority because you're not getting those results right. Okay. I would also eliminate live workshops. Again, launching, you have to like, get all these people to come in.
(23:07):
We already talked about launching, and you also have to be there presently. So eliminates your freedom. And I'd even eliminate one to one coaching. And I think a lot of experts get trapped here because with one on one coaching, you do deliver awesome results. You. Right, so you're helping people. You can charge high ticket, which means you're making really good income, but you're essentially trading your time for money.
(23:34):
So freedom goes out the door. So what I'd encourage them to create instead is a program. So I don't like the word course, even though it is a piece of what I would encourage you to create. But I call it a program because it is a hybrid trifecta. So it's got the pre recorded lessons, which allow you the scalability of a pre recorded course and the freedom. You don't have to repeat yourself over and over again because it's all prerecorded.
(24:05):
You've got the community piece, which really acts like a membership because people become engaged, they have that support of a community. And we could talk about pricing structures later if you want. But if people want to continue being part of that community after their support period is over, they can subscribe monthly. And then you've got group coaching because you really want to have that high touch support.
(24:32):
You want to be able to take your clients hands and really support them through, you know, getting that transformation. But again, you don't want to fill up your entire calendar with coaching calls because we want to have that freedom. So when you really take this model, you eliminate the need to start by building an audience like we were just talking about, because you can get those people who you interviewed are going to be your first clients, right? And you can charge high ticket. It's going to help you reach your income goals.
(25:04):
You're going to be positioned as an authority because you're leading a group and it's really, really easy to scale.
Bree) (25:12):
Okay. So you just kind of blew my mind because I'm taking notes, like as I think of things. And you said eliminate the membership, eliminate the live trainings, the prerecorded courses and the one on one coaching. And I'm writing these down to ask you questions on because I'm like, wait, but what do you do? Because you're just like, take away this, take away this, take away this. And then I'm like, wait, what's left? Like, what else is there? And then the way that you tied it all together again by explaining what the program is, I feel like does seem a lot more enticing.
(25:46):
Two people who are wanting to buy because they do get all of those little pieces in one. So, yeah, I did not know where you were going with that. And then the program and I was like, okay, this is valid.
Lu) (25:58):
And look, let me just say that you only really need that one offer. Like, that's it. I only have one offer in my business. And by the way, I only market it in one way, too, which is YouTube.
Bree) (26:11):
All right. So then if you have one offer, it's evergreen. How. And you're doing group coaching. How are people joining at separate times and still doing the group coaching aspect?
Lu) (26:27):
That is a really good question. I love that you asked that. So remember that we're doing research calls, we're gathering data, we're building our curriculum. Selling that first version of your program to deliver live. Right. Because we want that feedback. We want to optimize it. We want to get insane results. So for that very first time that you deliver this program, you're going to start on a particular date and you're going to grab your founding members and you're going to be like, all right, there's ten of us. We're going to start on this date and end on this date.
(26:58):
What's going to happen, though, is you are going to look at the transformation and you are going to think about how long does that transformation take. So let's go back to the entrepreneurs who want to write a book, right? I have no idea. I've never written a book. But let's say you're the expert and you know that it will take on average about six months to write that book and get it all the way to the bookstore.
(27:23):
What I would recommend for my client is if the transformation takes about six months, offer eight months of support. We always want to over deliver all right. So your founding members are going to go through, let's say, six weeks of curriculum where you're going to deliver it live. And then they're going to continue having those weekly or bi weekly coaching calls with you through those eight months that it takes them to actually apply everything in the curriculum and get that result.
(27:51):
Now, at the end of the six weeks that you've delivered your program, you can collect that feedback, optimize your curriculum, and then pre record that curriculum so that new clients can consume your curriculum at their own pace. So what's going to happen is once you, you know, birth your evergreen version of your program, you're going to start letting new clients in and they're just going to join the community that your founding members were in and they're going to join the coaching calls that your founding members were in.
(28:29):
And the great thing about this is that your founding members are, they're going to be like three to four steps ahead. So they also serve as mentors to your newer clients. And this will continue forever because you're bringing in new people who are starting at the very beginning and your other clients will be further along in their transformation. And I love the type of culture that that breeds because people are like, oh, this is so hard. I can't get through it. And then someone would be like, oh my God, it was so hard when I was there too.
(29:01):
But just keep going. You got this, like, look at the results I got from actually implementing it, right? And so clients are always going to be coming. And then by the end of that 8th month, eight month period, if they want to continue being in that community and getting that support, then you can offer them a monthly subscription rate to continue being in the community and being able to join those coaching calls.
Bree) (29:27):
Okay, I love that. That's brilliant. So then what are your thoughts on collaboration versus competition? Do you think that there are other people in the niche who are your competitors or how do you navigate those relationships?
Lu) (29:42):
I think that, you know, anyone who's a business coach or course creator or anything is obviously my competitor. But I love that there's competition because it means that there's demand. And I think that that's the first thing that is. There's really that mindset shift around. You know, when we're doing that market research, we're talking to people, but we're also seeing what else is out there. And when you see a lot of competition, this is really good news because it means that there's a lot of demand for what you want to do.
(30:12):
And the second piece of that is that, look, I think that people, they buy the coach. I don't think that they buy the program or the system or the curriculum or the features or anything like that. They buy the coach, they buy the person who was really able to reach them with their messaging, but also affect them emotionally and connect with them, which is another reason I love YouTube. You get such an awesome opportunity to really hang out with your people when your videos are 15 minutes long instead of 30 seconds.
(30:51):
So I think at the end of the day, the people who want to work with me will work with me regardless of whether there's five or ten or 200 people who do the same thing that I do. And, you know, remember, there's only one of you. It goes back to, my niche is saturated. It's not. There's only one of you. And the people who like you will like you.
Bree) (31:15):
Yeah, that's so true. I actually was just talking to somebody who listens to my podcast, and they referenced a different podcast, which also ties in business and spirituality mindset, all that stuff. And they were like, yeah, she has a more. The other podcaster has a more aggressive approach, and I like that you're so calming. I'm like, oh, that's so cute. But it's so true that what's right for one person isn't right for other people. So, yes, we could be talking about some of the same things, but we're talking about it in very different ways. And just hearing it phrased or delivered in different ways can hit with somebody when the opposite maybe wouldn't.
Lu) (32:00):
Also think about how validating that is. Like, I have. I had somebody tell me the other day that, you know, they were, like, shopping around and they put me in the same pool as people who are huge and have been doing this for ages. And I'm like, wow, you know, like, this person has me on that same level, and that's really validating and really exciting.
Bree) (32:24):
Yeah, for sure. So then if you were to start over today in a whole new industry, like, let's say, say pottery or teaching people pottery, what steps would you take to become the go to resource for people who want to know more about making pottery?
Lu) (32:39):
Well, first, I do want to mention that you asked me, like, if I were to start over in a new industry. I literally did just start over in a new industry.
Bree) (32:48):
Oh, what is it? We'll go that route.
Lu) (32:50):
Well, so I mentioned that I've been in business for 15 years. That was in Brazil. Right. And I literally crossed over my business to the US this march, and I was been able to scale to high six figures in a little over six months. But, like, I got here. Nobody knew me. Nobody have ever heard my name. Like, I literally did. Just, I wouldn't say new industry. I'm doing the same thing that I've always done, but a new market in a new language with a new audience. Like, I had zero audience when I first, you know, decided, hey, I'm going to do this in English now.
(33:29):
And I think that the steps that I would take, like, I literally just laid out my entire process here. So let's go back to, you know, pottery. Like, the first thing that I would think about is, what does pottery mean to your ideal clients? Like, why do they want to learn pottery? So this actually makes me think of a client I have who's a watercolor teacher. She teaches watercolor, but the transformation is helping single moms manage their anxiety through watercolor.
(34:04):
Right. - (Bree)
Yeah, no, but you. I think you hit the nail on the head there, because watercolor is whatever pottery is whatever. No, like, I love art and all those things, but I'm just saying, like, isn't it so much more powerful if you can bring in emotion? Right? So I would start there with that transformation declaration that really ties in, like, why you're doing this and who you want to help and how you want to help them.
(34:51):
And then I would move on to the next step. Market research. Start talking to single moms who are stressed and are anxious and are maybe interested in pottery and really ask them the hard stuff. Right. Because, again, we really want to understand what their situation is. So collect that data, really see where. Where you start spotting patterns and what they tell you, and then you can build your offer from there, and then go back to those same people you already spoke to, you've already built a relationship, and you've already built trust with and sell your offer and deliver it live.
(35:30):
Literally just the entire process I laid out here. Deliver it live. Collect that feedback, collect those. Those testimonials and those client results. Package it up. Evergreen. So pre record your lessons, put it on a course platform, and then really just focus on creating that content that is magnetic to your ideal people. And now you already know who they are, right? And you already know what they're willing to buy and even how much they would pay for it because they're telling you that in your interviews.
Bree) (35:59):
Awesome. I feel like you packed so much valuable information into the 34 minutes that we've been. Thank you for that. If anyone's listening and they want to follow along with you, where can they find you?
Lu) (36:13):
They can find me@lulevy.com. instagram lulevy. Well, YouTube levy, that needs to be there before Lew levy on YouTube. And I'm also going to direct them to my free resource. It's my zero to consistent ten k months blueprint where they can literally just follow through this entire process that we spoke about and apply it to their own businesses.
Bree) (36:39):
Awesome. And then is that through your site or where would they go to find that?
Lu) (36:44):
Oh, they can go to lulavy.com blueprint.
Bree) (36:47):
Oh, okay. Awesome. So thank you so much. You did amazing, and I'm so happy that you were able to join.
Lu) (36:53):
Thank you so much for having me. This is so much fun.
Bree) (36:56):
Until next week, stay rebellious. Don't be scared to go against the grain. Make big changes in the world and keep rocking your journey as a rebel CEO. I will catch you in the next episode.
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