July 10, 2024 • 20 mins
Laura Higgins is an expert at coaching creatives to hit those impressive 30K+ months while keeping life fun and free. We dive into the unexpected strategies that boost revenue, and trust me, her tips on making effective offers are gold. Want to boost your business? Laura spills the secrets right here.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Art of Online Business.
I have Laura Higgins with me.
She is the host of the myBusiness Playbook podcast and
get this.
She has a healthy seven-figurebusiness.
She's a business coach forcreatives and she actually helps
creatives get to 30k plusmonths without losing freedom or
(00:23):
their fun.
I think this is really cool.
Well, hi, laura, how's it going?
Speaker 2 (00:29):
Hi Kwejo, so good to be, hanging out with you.
Speaker 1 (00:32):
Right again, it's like we just recorded this
episode and now we're recordingthis one.
Yeah, the question I want tostart off with as soon as I
finish the housekeeping stuff,is when people sign up for your
program knowing that the promiseis to be able to get, or be
empowered to get, to follow yourframework, to get to 30K plus
months revenue as a creative,like, what is the thing that
(00:56):
actually gets them the 30K plusmonths that most people are
surprised about?
Like I thought I was signing upfor this and yet you told me
this other thing.
Oh, wow, I'm gonna have to godo that.
That answer I can't wait tohear.
And before that, listener, ifyou're like Kwejo, who are you?
This is the first time I've metyou.
(01:16):
Well, it's 5pm.
It's been a long day, but I amthe host of the Art of Online
Business.
And if you're like hi, wheredid Rick go?
Head down to the show notes.
Below there is an episode whereRick shares all the cool AI
things that he's doing in orderto help online course creators,
membership owners and coachesincrease their impact and reduce
their overwhelm in theirbusiness.
(01:38):
And then, if you want to learnmore about me and why Rick chose
me as the new host of the artof Online Business.
There's another interviewepisode where he interviewed me
down in the show notes below.
What really matters, though, isthat this podcast remains the
same, as I'm dedicated tohelping you with the business
tips and tricks and strategiesand behind the business scenes
(01:59):
peaks, so to speak, and all theFacebook ads goodness since I am
a Facebook ads manager to helpyou scale up your online course
business from low six figures tohigh six figures exactly
$900,053.28.
I just came up with that, but ifyou haven't watched on YouTube
(02:19):
yet and you want to see Laurasmiling, then click down in the
show notes.
Below there's a link tosubscribe to the YouTube channel
and you can see us.
Thank you for listening in and,laura, thank you for being here
.
Speaker 2 (02:33):
Kwejo, I am so excited to be hanging out with
you.
Thanks for having me.
Speaker 1 (02:38):
You're absolutely welcome.
So that question that I have,because I'm super curious too
when somebody wants to go to 30Kmonths, what do they think gets
them there?
But what actually gets themthere?
That surprises your clients themost, Because you've helped
hundreds of people reach thismilestone since 2017, right?
Speaker 2 (02:59):
Yeah, the thing that I think a lot of people
underestimate is making offers.
So we actually have to invitepeople to take the next step,
and this is the thing that Ihave to remind people anyone who
comes into our programs it'sthe first thing we get them to
(03:20):
do is this thing that we callshake the tree, which is where
we go through and we go cool,let's take a look at your
audience and let's shake thetree and see what falls out.
And so the first thing we do iswe're like you're going to send
an email blast and you're goingto post an Instagram story and
we have a script that theyfollow.
And it's like let's just see.
(03:41):
Like, if we make an invitationin a way that doesn't feel like
promo, that doesn't feel likemarketing, that just feels like
an invitation to serve peopleand help people, if we make an
invitation, who responds?
And then, from there, it's likewell, let's, let's like
actually get scrappy and let'ssell by chat, sell in our DMm,
sell via email.
(04:02):
Yeah, like, I think a lot ofpeople go laura, I've got the
sales page, I've got the link inmy bio.
Why isn't anyone buying?
And it's like you haven't, youhaven't invited them.
Like, think about it likeyou're hosting a party and
you've got this beautiful andyour offer is the party right.
You've got this amazing offer.
(04:22):
You've got this beautiful andyour offer is the party right.
You've got this amazing offer.
You've got this beautiful salespage.
You're planning this party,you've got the menu set out,
you've got the table set, you'vegot beautiful like linen and
candles and tableware, andyou've got the perfect playlist.
It's all amazing.
And it gets to 7 pm.
(04:44):
You're like, okay, the peopleare about to come and you
realize you didn't invite asingle guest.
So you've got done all thiswork for nothing.
You've got this beautiful thingbut not a single person is
going to experience it becauseyou haven't made an invitation
yeah so I think a lot of peoplethey think I made an invitation
(05:04):
in 2022.
And it's like well, it's 2024.
Like, do it again, like we needto be doing this regularly.
Like people are busy, peopleare living their lives, they
don't read all your emails, theydon't see all your posts.
So we need to get out of ourown way and actually share our
(05:24):
invitations and our offers farmore regularly than we think.
And it's uncomfortable becausewe might feel like, oh, people
are going to think I'm justharping on about this one offer
and the reality is peopleactually don't see all your
content, so you've got to makemore invitations.
Speaker 1 (05:44):
I believe it.
I like to throw parties.
Quick analogy Whenever my wifeand I invite people, I expect if
I'm going to invite 10, likeI'll just over invite, knowing
that the way the numbers shakeout, well well, we have to
(06:12):
invite a certain number ofpeople in order to have the
certain size party that we want.
And it's like why?
Why do we act all weird when itcomes to online business?
Speaker 2 (06:22):
So you start there I think, yeah, well, the big thing
that I find, and like this, Iwork with a lot of creatives, so
photographers, graphicdesigners, web designers,
copywriters, and you knowthey're they're wearing the
technician hat, so they're indelivery, they're doing all the
things, and so marketing andlead gen often falls to the
(06:46):
bottom of the list becausethere's a an urgent, pressing
matter, that is, the client.
The client needs X.
My emails are like crazy.
I've got to make sure my teamknows what they're doing.
I've got to like there's alwayssomething urgent and important
that we have to attend to.
But if we don't focus and builda system for how do we generate
(07:08):
leads, then how do we convertthose leads If we don't?
have a system, for that we'rekind of just going to be in a
really stressful day job and wemight as well be back in our
normal job, where we don't haveto generate leads, we don't have
to drum up work, we don't haveto sell, we just get to do the
work.
Have to drum up work, we don'thave to sell, we just get to do
(07:31):
the work.
So I think it's thisunderstanding of I've got to
take off the technician hat andI've got to put on the business
owner hat, the entrepreneur hat,and go okay, what does my
business need in order tosurvive?
I need leads and I need sales.
And so it's like okay, I've gotto focus always on generating
leads.
And I think a lot of people inthis, when they're below 30 K
(07:56):
months, they're focusing on like, they're focusing on the
delivery, they're focusing onlike maybe they get their
clients through word of mouth,and the switch is okay, now I've
got to generate my own work,I've got to generate my own
leads.
And so that piece once it'slike, okay, I've got to make
invitations.
Then it's like, okay, well, nowI've got to figure out how do I
(08:20):
best generate leads for mybusiness.
And if you can systemize that.
That's where you really canstart to scale up to 30K months.
Speaker 1 (08:30):
So I can very much identify with what you just said
about having to generate leads.
I went through the same processwhere I became the host of this
podcast.
I'm like leads people who arelistening will just contact me
to run their Facebook ads.
And then I hired a businesscoach.
You're a business coach.
(08:51):
It's like hire a coach who doeswhat you do only at a higher
level, so you can get rid of thethoughts that got you to where
you are right now I'm preachingto myself here and then take
their thoughts right.
And so the first thing my coachtold me was Kwejo, you're
relying on your podcast to bringin leads, which is fine, but
(09:12):
that's passive lead generation.
You have to go activelygenerate leads, and I'm like
wait what you want me to do?
What?
How many times a day?
Like my schedule doesn't havetime for that.
Like I'm a busy Facebook adsmanager.
And so she's telling me thisand I had to.
I still am learning it.
So my question for you then,laura, is you work primarily
(09:34):
with creatives who, I'm assuming, most of which love to create
and are super passionate aboutwhat they do and are like sales
lead gen, what?
So how do you kind of I don'tknow if the word is like kick
them in the butt or like whatkind of?
I don't know if the word islike kick them in the butt or
like what is your go-to strategyfor somebody who is not in lead
generation to grow my businessso I can serve more people mode?
(09:55):
What's your go-to strategy toget them into lead generation?
And then, what do you tell themto do for lead generation?
You know the thing that'srelatively easy, so they won't
quit.
Speaker 2 (10:05):
Yeah, totally.
So there few, a few strategiesthat we use, the big thing like
shake the tree for us, where wego cool once a month, once a
week you choose the frequencybut I want you to do this post,
send this email and get scrappy,and that that kind of model of
(10:27):
like.
All right, we're going to kindof interrupt the pattern of the
promo because there's so muchnoise online.
So the idea of patterninterrupting it, making it feel
really personal, making it feelkind of scrappy and like it's an
email from my Gmail account toyour account, that's where we
(10:47):
can really start to see peoplego.
Oh yeah, I'm curious about that.
So that would be the firstthing.
Second thing is you've alwaysand and I think we said this
earlier before we hit record.
People are taking a bit longerto buy, particularly if your
product like, because I workwith a lot of online coaches and
course creators as well surecool and actually a lot of
(11:09):
creatives come to me becausethey're like I'm a photographer
and I want to move intophotography education or
whatever it is, or I want tostart selling website templates.
So they want to do thisleveraged passive income piece,
and so I help them with that aswell.
But the big thing is we thenhave to go all right.
(11:30):
If customers are taking longerto make a buying decision, how
are we working with that?
What is our nurture process?
We've always got to be workingthe leads, and so if you're not
focusing on your marketing andyour lead gen, you're leaving
money on the table because acompetitor even though I don't
(11:51):
love, I don't think much aboutcompetitors, but I think it's
important to think yeah, I don'tfind it that helpful, but it's
important to think okay, thereare thousands, if not millions,
of graphic designers in theworld.
Why are they going to chooseyou?
Why are they going to chooseyou?
Why are they going to chooseyou?
And so it's like you're anothergraphic designer, might get
(12:13):
back to them more quickly andthey're going to go with that
person.
So we need to think okay, leadgen is part of my job
description, marketing is partof my job description and that
mindset shift of okay, I, Ican't spend 90% of my time in
technician mode, in creativemode, I can't do that and
(12:38):
generate leads, so I have to payback some of that technician
time and or you make enoughmoney that you can pay someone
else to generate your leads foryou.
But even so, it's still part ofyour job, it's still part of
your role and I think it's justwhen we abdicate responsibility
(12:58):
for lead gen and marketing andsales, we we can't actually say
that we really want to scale ourbusiness, because what gets you
to a million dollars ismarketing and sales and a really
good offer.
So like, if you're not preparedto do that, yeah, that's it.
If you're not prepared to dothat work, you're not going to
get to the whatever your goal is.
(13:18):
And also, if you don't wantthat goal, then that's also cool
.
If you're like you know what?
I just want to be a freelancerand I just want to do creative
work and rely on word of mouthand I'm happy to make 150K a
year or whatever that looks like, that's also totally fine.
(13:38):
I think it's just about alsoidentifying what is your goal.
Is your goal to scale?
Because 30K months is verydifferent to 10K months and it's
triple.
It's triple the revenue, likeit's a huge jump from 10k to 30k
.
And so it's also about goingwhat actually is my goal, what,
(13:59):
what do I want to do?
And then you know we get aboutlike doing the stuff that's
going to get you there.
Speaker 1 (14:06):
I like how succinct your advice is, like it just
when you hear it it's like okay,I could, I could finish
listening to this episode rightnow and just go and do it.
So I think my last question foryou is, since you're very
accustomed to taking somebodyfrom beginning to work with you
(14:28):
in your program and showing themand then like kind of coaching
them not kind of actuallycoaching them how to get to 30k
plus months For the listenerlistening right now, like what
are the top two?
Like most common we'll justcall them mental resistance,
like roadblocks that you seeover and over and over again
(14:50):
that you've just seen likesiphon away or block somebody
from their potential to scale uptheir business.
Speaker 2 (14:57):
Oh my gosh.
Yes, I love this question.
So for online business owners,course creators, coaches, if you
sell a digital product, thebiggest thing that is going to
stop you from succeeding isperfectionism.
If you cannot put out somethingat 80% and go.
(15:18):
This is my founding membersbeta launch of this particular
offer.
I'm going to put it out as is.
I'm going to get some sales andthen I'm going to build it.
If you can't do that, you arejust going to kick the can down
the road over and over again.
You're going to get caught inperfectionism.
(15:38):
You're going to get caught inprocrastination because it all
feels too hard, it all feels toobig.
So my biggest piece of advice,when people come to me and
they're like Laura, I want to, Iwant to hit 30K months or I
want to create an online offeror a digital course or whatever
it looks like, my biggest thingis it is not build it and they
will come.
(15:59):
It is get them to come and thenbuild it.
So get them to actually buyinto what you're selling the
solution, the outcome thatyou're selling and then build it
out.
Live, build it with them.
It's so time consuming buildingthese offers out and a lot of
the time you might buildsomething that people actually
don't want, and so we have to beokay, like I think a lot of
(16:22):
people.
Look at people like amyporterfield or rick mulready or
donald miller and they go, butdon Donald Miller's course
platform.
it's beautiful and I've had thismoment where I've been like Don
your platform is so nice.
And he's like, yeah, like Ireally spent a lot of time on it
.
I'm like it's so nice andeverything in me wants to have
(16:42):
the platform that is sobeautiful and so designed.
And he's spending six figureson a video, like he is spending
so much money on his coursecontent.
But I can't do that because I'mnot Donald Miller, and so it's
like also, what got you herewon't get you there.
So, like he has the reps and hehas the backing to actually
(17:06):
produce something really, reallyhigh quality, and I can't
compare myself to where he is.
I can't, and you can't, compareyourself to where Amy
Porterfield is or whoever it is,jenna Kutcher, whoever it is,
and so we need to kind of gothat's their day, but that's
their day, like 2000,.
they've been doing this foryears, if you're on day one you
(17:28):
don't have to look like they do.
You don't have to have thefollowing that they do.
You don't have to have thefollowing that they do.
You don't have to.
It doesn't have to be all slick.
There's going to be stuffthat's a bit clunky and that's
not going to work.
That's okay, because I justthink we can't compare the like
(17:50):
polished, produced, beautiful,seasoned course creator to
ourselves on day one and it's.
I think it's the same inanything with business.
You have to be committed toprogress over perfection, and
every time we make a mistake,every time we something doesn't
work, it's just a lesson, it'sjust we're not going to do it
that way again.
Awesome, keep moving, and Ithink we have to get out of our
(18:12):
own way.
Speaker 1 (18:13):
That would be the big thing so thank you first of all
for sharing, and the creativeor course creator that's
listening to this and it's likeyou know, 30k a month sounds
good, laura.
How can you teach me more likewhere can they go, find out more
about ways to get to 30K orjust more about how to work with
(18:34):
you?
Speaker 2 (18:35):
Yeah, absolutely so.
I hang out on Instagram.
I'm at Laura Higgins.
Definitely send me a DM and letme know that you listen to this
podcast and we can have a chatabout what you loved, what was
helpful and if we canpotentially help you.
I'd love to have a chat and youcan also head to
(18:58):
laurahigginscom.
I have my podcast on there.
I've got some cool freeresources as well that you can
check out.
If you're a creative, if you'rea course creator who really
wants to build a business thatmakes you more money and gets
you more of the right clientsbut also is fun, I think that's
the big thing for me.
I don't think it's cool tobuild a business that you're
like.
Actually, this doesn't give mefreedom, this doesn't feel fun,
(19:21):
this doesn't feel good.
We really want to make surethat you're building something
that feels like you and isactually fun.
Speaker 1 (19:28):
I agree, because otherwise it's just a trap.
And making a lot of money butnot enjoying it or not looking
forward to the daily things thatgo into it, that's not fun.
That's not fun at all.
So thank you for sharing, thankyou for being here.
Speaker 2 (19:44):
Thank you for having me.
Speaker 1 (19:46):
Yeah, of course I totally think that I forgot to
tell the listener if we had awhole another episode together,
but you're listening right now.
If you want to learn more aboutLaura in the link in the show
notes or the description belowis a link to the episode that
she was on previously.
It's called Before we HitRecord and I really liked that
(20:08):
time that Laura and I got tospend together, because we're
just getting to know each otherand you get to learn more about
who Laura is and how she cameabout to be and kind of like her
history with business and thefact that she toured around two
continents in a band, right, andthat I won't spoil everything
(20:28):
for the episode, but it's aspecial one and that's linked up
in the show notes below.
We're going to end here, sountil the next time that you see
me or hear from me, take careand be blessed.
Goodbye.
Welcome back to the Art of Online Business.
I have Laura Higgins with me.
She is the host of the myBusiness Playbook podcast and
get this.
She has a healthy seven-figurebusiness.
She's a business coach forcreatives and she actually helps
creatives get to 30k plusmonths without losing freedom or
(00:23):
their fun.
I think this is really cool.
Well, hi, laura, how's it going?
Speaker 2 (00:29):
Hi Kwejo, so good to be, hanging out with you.
Speaker 1 (00:32):
Right again, it's like we just recorded this
episode and now we're recordingthis one.
Yeah, the question I want tostart off with as soon as I
finish the housekeeping stuff,is when people sign up for your
program knowing that the promiseis to be able to get, or be
empowered to get, to follow yourframework, to get to 30K plus
months revenue as a creative,like, what is the thing that
(00:56):
actually gets them the 30K plusmonths that most people are
surprised about?
Like I thought I was signing upfor this and yet you told me
this other thing.
Oh, wow, I'm gonna have to godo that.
That answer I can't wait tohear.
And before that, listener, ifyou're like Kwejo, who are you?
This is the first time I've metyou.
(01:16):
Well, it's 5pm.
It's been a long day, but I amthe host of the Art of Online
Business.
And if you're like hi, wheredid Rick go?
Head down to the show notes.
Below there is an episode whereRick shares all the cool AI
things that he's doing in orderto help online course creators,
membership owners and coachesincrease their impact and reduce
their overwhelm in theirbusiness.
(01:38):
And then, if you want to learnmore about me and why Rick chose
me as the new host of the artof Online Business.
There's another interviewepisode where he interviewed me
down in the show notes below.
What really matters, though, isthat this podcast remains the
same, as I'm dedicated tohelping you with the business
tips and tricks and strategiesand behind the business scenes
(01:59):
peaks, so to speak, and all theFacebook ads goodness since I am
a Facebook ads manager to helpyou scale up your online course
business from low six figures tohigh six figures exactly
$900,053.28.
I just came up with that, but ifyou haven't watched on YouTube
(02:19):
yet and you want to see Laurasmiling, then click down in the
show notes.
Below there's a link tosubscribe to the YouTube channel
and you can see us.
Thank you for listening in and,laura, thank you for being here
.
Speaker 2 (02:33):
Kwejo, I am so excited to be hanging out with
you.
Thanks for having me.
Speaker 1 (02:38):
You're absolutely welcome.
So that question that I have,because I'm super curious too
when somebody wants to go to 30Kmonths, what do they think gets
them there?
But what actually gets themthere?
That surprises your clients themost, Because you've helped
hundreds of people reach thismilestone since 2017, right?
Speaker 2 (02:59):
Yeah, the thing that I think a lot of people
underestimate is making offers.
So we actually have to invitepeople to take the next step,
and this is the thing that Ihave to remind people anyone who
comes into our programs it'sthe first thing we get them to
(03:20):
do is this thing that we callshake the tree, which is where
we go through and we go cool,let's take a look at your
audience and let's shake thetree and see what falls out.
And so the first thing we do iswe're like you're going to send
an email blast and you're goingto post an Instagram story and
we have a script that theyfollow.
And it's like let's just see.
(03:41):
Like, if we make an invitationin a way that doesn't feel like
promo, that doesn't feel likemarketing, that just feels like
an invitation to serve peopleand help people, if we make an
invitation, who responds?
And then, from there, it's likewell, let's, let's like
actually get scrappy and let'ssell by chat, sell in our DMm,
sell via email.
(04:02):
Yeah, like, I think a lot ofpeople go laura, I've got the
sales page, I've got the link inmy bio.
Why isn't anyone buying?
And it's like you haven't, youhaven't invited them.
Like, think about it likeyou're hosting a party and
you've got this beautiful andyour offer is the party right.
You've got this amazing offer.
(04:22):
You've got this beautiful andyour offer is the party right.
You've got this amazing offer.
You've got this beautiful salespage.
You're planning this party,you've got the menu set out,
you've got the table set, you'vegot beautiful like linen and
candles and tableware, andyou've got the perfect playlist.
It's all amazing.
And it gets to 7 pm.
(04:44):
You're like, okay, the peopleare about to come and you
realize you didn't invite asingle guest.
So you've got done all thiswork for nothing.
You've got this beautiful thingbut not a single person is
going to experience it becauseyou haven't made an invitation
yeah so I think a lot of peoplethey think I made an invitation
(05:04):
in 2022.
And it's like well, it's 2024.
Like, do it again, like we needto be doing this regularly.
Like people are busy, peopleare living their lives, they
don't read all your emails, theydon't see all your posts.
So we need to get out of ourown way and actually share our
(05:24):
invitations and our offers farmore regularly than we think.
And it's uncomfortable becausewe might feel like, oh, people
are going to think I'm justharping on about this one offer
and the reality is peopleactually don't see all your
content, so you've got to makemore invitations.
Speaker 1 (05:44):
I believe it.
I like to throw parties.
Quick analogy Whenever my wifeand I invite people, I expect if
I'm going to invite 10, likeI'll just over invite, knowing
that the way the numbers shakeout, well well, we have to
(06:12):
invite a certain number ofpeople in order to have the
certain size party that we want.
And it's like why?
Why do we act all weird when itcomes to online business?
Speaker 2 (06:22):
So you start there I think, yeah, well, the big thing
that I find, and like this, Iwork with a lot of creatives, so
photographers, graphicdesigners, web designers,
copywriters, and you knowthey're they're wearing the
technician hat, so they're indelivery, they're doing all the
things, and so marketing andlead gen often falls to the
(06:46):
bottom of the list becausethere's a an urgent, pressing
matter, that is, the client.
The client needs X.
My emails are like crazy.
I've got to make sure my teamknows what they're doing.
I've got to like there's alwayssomething urgent and important
that we have to attend to.
But if we don't focus and builda system for how do we generate
(07:08):
leads, then how do we convertthose leads If we don't?
have a system, for that we'rekind of just going to be in a
really stressful day job and wemight as well be back in our
normal job, where we don't haveto generate leads, we don't have
to drum up work, we don't haveto sell, we just get to do the
work.
Have to drum up work, we don'thave to sell, we just get to do
(07:31):
the work.
So I think it's thisunderstanding of I've got to
take off the technician hat andI've got to put on the business
owner hat, the entrepreneur hat,and go okay, what does my
business need in order tosurvive?
I need leads and I need sales.
And so it's like okay, I've gotto focus always on generating
leads.
And I think a lot of people inthis, when they're below 30 K
(07:56):
months, they're focusing on like, they're focusing on the
delivery, they're focusing onlike maybe they get their
clients through word of mouth,and the switch is okay, now I've
got to generate my own work,I've got to generate my own
leads.
And so that piece once it'slike, okay, I've got to make
invitations.
Then it's like, okay, well, nowI've got to figure out how do I
(08:20):
best generate leads for mybusiness.
And if you can systemize that.
That's where you really canstart to scale up to 30K months.
Speaker 1 (08:30):
So I can very much identify with what you just said
about having to generate leads.
I went through the same processwhere I became the host of this
podcast.
I'm like leads people who arelistening will just contact me
to run their Facebook ads.
And then I hired a businesscoach.
You're a business coach.
(08:51):
It's like hire a coach who doeswhat you do only at a higher
level, so you can get rid of thethoughts that got you to where
you are right now I'm preachingto myself here and then take
their thoughts right.
And so the first thing my coachtold me was Kwejo, you're
relying on your podcast to bringin leads, which is fine, but
(09:12):
that's passive lead generation.
You have to go activelygenerate leads, and I'm like
wait what you want me to do?
What?
How many times a day?
Like my schedule doesn't havetime for that.
Like I'm a busy Facebook adsmanager.
And so she's telling me thisand I had to.
I still am learning it.
So my question for you then,laura, is you work primarily
(09:34):
with creatives who, I'm assuming, most of which love to create
and are super passionate aboutwhat they do and are like sales
lead gen, what?
So how do you kind of I don'tknow if the word is like kick
them in the butt or like whatkind of?
I don't know if the word islike kick them in the butt or
like what is your go-to strategyfor somebody who is not in lead
generation to grow my businessso I can serve more people mode?
(09:55):
What's your go-to strategy toget them into lead generation?
And then, what do you tell themto do for lead generation?
You know the thing that'srelatively easy, so they won't
quit.
Speaker 2 (10:05):
Yeah, totally.
So there few, a few strategiesthat we use, the big thing like
shake the tree for us, where wego cool once a month, once a
week you choose the frequencybut I want you to do this post,
send this email and get scrappy,and that that kind of model of
(10:27):
like.
All right, we're going to kindof interrupt the pattern of the
promo because there's so muchnoise online.
So the idea of patterninterrupting it, making it feel
really personal, making it feelkind of scrappy and like it's an
email from my Gmail account toyour account, that's where we
(10:47):
can really start to see peoplego.
Oh yeah, I'm curious about that.
So that would be the firstthing.
Second thing is you've alwaysand and I think we said this
earlier before we hit record.
People are taking a bit longerto buy, particularly if your
product like, because I workwith a lot of online coaches and
course creators as well surecool and actually a lot of
(11:09):
creatives come to me becausethey're like I'm a photographer
and I want to move intophotography education or
whatever it is, or I want tostart selling website templates.
So they want to do thisleveraged passive income piece,
and so I help them with that aswell.
But the big thing is we thenhave to go all right.
(11:30):
If customers are taking longerto make a buying decision, how
are we working with that?
What is our nurture process?
We've always got to be workingthe leads, and so if you're not
focusing on your marketing andyour lead gen, you're leaving
money on the table because acompetitor even though I don't
(11:51):
love, I don't think much aboutcompetitors, but I think it's
important to think yeah, I don'tfind it that helpful, but it's
important to think okay, thereare thousands, if not millions,
of graphic designers in theworld.
Why are they going to chooseyou?
Why are they going to chooseyou?
Why are they going to chooseyou?
And so it's like you're anothergraphic designer, might get
(12:13):
back to them more quickly andthey're going to go with that
person.
So we need to think okay, leadgen is part of my job
description, marketing is partof my job description and that
mindset shift of okay, I, Ican't spend 90% of my time in
technician mode, in creativemode, I can't do that and
(12:38):
generate leads, so I have to payback some of that technician
time and or you make enoughmoney that you can pay someone
else to generate your leads foryou.
But even so, it's still part ofyour job, it's still part of
your role and I think it's justwhen we abdicate responsibility
(12:58):
for lead gen and marketing andsales, we we can't actually say
that we really want to scale ourbusiness, because what gets you
to a million dollars ismarketing and sales and a really
good offer.
So like, if you're not preparedto do that, yeah, that's it.
If you're not prepared to dothat work, you're not going to
get to the whatever your goal is.
(13:18):
And also, if you don't wantthat goal, then that's also cool
.
If you're like you know what?
I just want to be a freelancerand I just want to do creative
work and rely on word of mouthand I'm happy to make 150K a
year or whatever that looks like, that's also totally fine.
(13:38):
I think it's just about alsoidentifying what is your goal.
Is your goal to scale?
Because 30K months is verydifferent to 10K months and it's
triple.
It's triple the revenue, likeit's a huge jump from 10k to 30k
.
And so it's also about goingwhat actually is my goal, what,
(13:59):
what do I want to do?
And then you know we get aboutlike doing the stuff that's
going to get you there.
Speaker 1 (14:06):
I like how succinct your advice is, like it just
when you hear it it's like okay,I could, I could finish
listening to this episode rightnow and just go and do it.
So I think my last question foryou is, since you're very
accustomed to taking somebodyfrom beginning to work with you
(14:28):
in your program and showing themand then like kind of coaching
them not kind of actuallycoaching them how to get to 30k
plus months For the listenerlistening right now, like what
are the top two?
Like most common we'll justcall them mental resistance,
like roadblocks that you seeover and over and over again
(14:50):
that you've just seen likesiphon away or block somebody
from their potential to scale uptheir business.
Speaker 2 (14:57):
Oh my gosh.
Yes, I love this question.
So for online business owners,course creators, coaches, if you
sell a digital product, thebiggest thing that is going to
stop you from succeeding isperfectionism.
If you cannot put out somethingat 80% and go.
(15:18):
This is my founding membersbeta launch of this particular
offer.
I'm going to put it out as is.
I'm going to get some sales andthen I'm going to build it.
If you can't do that, you arejust going to kick the can down
the road over and over again.
You're going to get caught inperfectionism.
(15:38):
You're going to get caught inprocrastination because it all
feels too hard, it all feels toobig.
So my biggest piece of advice,when people come to me and
they're like Laura, I want to, Iwant to hit 30K months or I
want to create an online offeror a digital course or whatever
it looks like, my biggest thingis it is not build it and they
will come.
(15:59):
It is get them to come and thenbuild it.
So get them to actually buyinto what you're selling the
solution, the outcome thatyou're selling and then build it
out.
Live, build it with them.
It's so time consuming buildingthese offers out and a lot of
the time you might buildsomething that people actually
don't want, and so we have to beokay, like I think a lot of
(16:22):
people.
Look at people like amyporterfield or rick mulready or
donald miller and they go, butdon Donald Miller's course
platform.
it's beautiful and I've had thismoment where I've been like Don
your platform is so nice.
And he's like, yeah, like Ireally spent a lot of time on it
.
I'm like it's so nice andeverything in me wants to have
(16:42):
the platform that is sobeautiful and so designed.
And he's spending six figureson a video, like he is spending
so much money on his coursecontent.
But I can't do that because I'mnot Donald Miller, and so it's
like also, what got you herewon't get you there.
So, like he has the reps and hehas the backing to actually
(17:06):
produce something really, reallyhigh quality, and I can't
compare myself to where he is.
I can't, and you can't, compareyourself to where Amy
Porterfield is or whoever it is,jenna Kutcher, whoever it is,
and so we need to kind of gothat's their day, but that's
their day, like 2000,.
they've been doing this foryears, if you're on day one you
(17:28):
don't have to look like they do.
You don't have to have thefollowing that they do.
You don't have to have thefollowing that they do.
You don't have to.
It doesn't have to be all slick.
There's going to be stuffthat's a bit clunky and that's
not going to work.
That's okay, because I justthink we can't compare the like
(17:50):
polished, produced, beautiful,seasoned course creator to
ourselves on day one and it's.
I think it's the same inanything with business.
You have to be committed toprogress over perfection, and
every time we make a mistake,every time we something doesn't
work, it's just a lesson, it'sjust we're not going to do it
that way again.
Awesome, keep moving, and Ithink we have to get out of our
(18:12):
own way.
Speaker 1 (18:13):
That would be the big thing so thank you first of all
for sharing, and the creativeor course creator that's
listening to this and it's likeyou know, 30k a month sounds
good, laura.
How can you teach me more likewhere can they go, find out more
about ways to get to 30K orjust more about how to work with
(18:34):
you?
Speaker 2 (18:35):
Yeah, absolutely so.
I hang out on Instagram.
I'm at Laura Higgins.
Definitely send me a DM and letme know that you listen to this
podcast and we can have a chatabout what you loved, what was
helpful and if we canpotentially help you.
I'd love to have a chat and youcan also head to
(18:58):
laurahigginscom.
I have my podcast on there.
I've got some cool freeresources as well that you can
check out.
If you're a creative, if you'rea course creator who really
wants to build a business thatmakes you more money and gets
you more of the right clientsbut also is fun, I think that's
the big thing for me.
I don't think it's cool tobuild a business that you're
like.
Actually, this doesn't give mefreedom, this doesn't feel fun,
(19:21):
this doesn't feel good.
We really want to make surethat you're building something
that feels like you and isactually fun.
Speaker 1 (19:28):
I agree, because otherwise it's just a trap.
And making a lot of money butnot enjoying it or not looking
forward to the daily things thatgo into it, that's not fun.
That's not fun at all.
So thank you for sharing, thankyou for being here.
Speaker 2 (19:44):
Thank you for having me.
Speaker 1 (19:46):
Yeah, of course I totally think that I forgot to
tell the listener if we had awhole another episode together,
but you're listening right now.
If you want to learn more aboutLaura in the link in the show
notes or the description belowis a link to the episode that
she was on previously.
It's called Before we HitRecord and I really liked that
(20:08):
time that Laura and I got tospend together, because we're
just getting to know each otherand you get to learn more about
who Laura is and how she cameabout to be and kind of like her
history with business and thefact that she toured around two
continents in a band, right, andthat I won't spoil everything
(20:28):
for the episode, but it's aspecial one and that's linked up
in the show notes below.
We're going to end here, sountil the next time that you see
me or hear from me, take careand be blessed.
Goodbye.
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