I'm guessing that you clicked this essay because you don't 1000% like whatever career situation you've currently got...
.... and that you have the wise and highly understandable wish to create a situation that includes earning $130,000 in a week while you sit on your sofa.
Congratulations, you are in the right place to hear all of my gritty details - I hope they give you a jolt of strength and inspiration for your next endeavor.
And my sincere condolences on whatever is sucking presently in your work life. These here are hard and strange times.
You're showing amazing courage and daring just by reading this and being willing to consider another possibility for yourself.
So now: I'm going to go into the pointy brass tacks of my most recent launch of INFLUENCE: the life-altering course on mastering practical magic.
It's an amazing 4 year tale of success!
I must admit, I'm not the most dramatic "over night success story" you can find in the internet business world.
Even though the orders for INFLUENCE totaling over $130,000 in value all rolled in in one short week, I assure you that plenty of effort over the last 4 years went into making this glorious recent week happen.
I've taught INFLUENCE six times, I refined and expanded INFLUENCE with each iteration, and I've been working on building the email list and Facebook presence that I launched to for 4 years.
So this recent 6-figure launch ain't exactly what one could call "passive income." This has been an on-going labor of sheer love and strangeness.
Here's what I did to create these results:
1) Maintain a win-win platform for myself and others in my field.
With the help of my very wise and gracious assistants Karolina and Rebecca, I maintain a platform called WITCH magazine (badwitch.es) where I create a win-win scenario for magically-inclined authors, coaches, diviners, astrologers, etc. who are seeking to grow their own businesses and audiences.
You should probably go over to WITCH right now and join the email list using the forms on the site if you haven't already.
The win-win is this: I publish other folks' excellent essays to my cultivated audience of over 30,000 - and when I do this, the authors of these essays gain clients, customers, and street cred (so: win for them!) and through the popularity of their essays spreading the WITCH mojo around, I gain more people who visit badwitch.es, see the offer to join the WITCH email list and take the plunge to join it (so: win for me!).
My assistant Karolina corresponds with authors, uploads the new essays to the site (badwitch.es) and publishes them on our Facebook page and then my assistant Rebecca publishes the essays to our Pinterest page. I hope for us to get into Instagram and Youtube soon, and yes I do realize I'm like 10 years behind the cool kids on those.
(And of course, back when I first started WITCH I did all this uploading and corresponding myself. It took awhile before I was profitable enough to hire assistants.)
Not all win-win platforms, of course, need to be magazines. Lots of folks who are more disciplined and focused than me have great success doing interview podcasts or youtube shows which operate on the same win-win principles.
So this is my primary advice for someone starting out in the online world: create thyself a win-win situation wherein others in your field help you produce relevant content for your audience, and are rewarded for doing so.
2) Ran "published post" Facebook ads to the most popular stuff
Just to be clear, I didn't start running Facebook ads until my business already had over $100,000 in yearly revenue.
Facebook ads aren't cheap, and if your business doesn't have the "legs" to get natural traction and attention without the boost of advertising, your advertising budget is likely to be stretched toooooooooo thin.
So before you go investing in Facebook ads, I suggest you work to create the most powerfully organically viral and helpful content that you can. That's what I teach people how to do in THRILL: the course on growing your online audience and getting paid.
I tried fancier things with Facebook ads - videos, special landing pages, etc. but the method that seems to be most efficient for me is just to create ads that promote the most popular essays of WITCH magazine, and then people see the invite-to-join-the-email-list form that comes with every essay.
I promote the essays to a specialized audience of people who resemble those who are already subscribed to my list (called a "look-a-like audience") people click the essay, they read it, they like it, they maybe go subscribe to the author's list, they see the offer to join the WITCH email list - and they join the WITCH email list.
To find out how to create a look-a-like audience, you can follow these instructions here.
When I do ads this way, I tend to spend less than $5 per lead (lead means "someone who has joined my email list") - and considering the life-time monetary value of a lead on my list is about $20 - them there's pretty good numbers.
Note: the extra-monetary value of a lead on my list is the priceless joy of connection. I try to never forget that.
I'm very honored to receive the attention of the approximately 4000 people a month from my list of 20,000 who as of right now actually open my emails.
The other 16,000 of you, what the fuck are you doing? lolz, nevermind, carry on with your bad non-email reading selves.
Thus, my objective of growing the email list with Facebook ads is met very simply and directly by running ads to my platform.
The magazine's most popular essay of all time happens to be one that I wrote three years ago - "10 Signs You're a Witch."
Yes, the title "10 Signs You're a Witch" is total, shameless, trashy clickbait worthy of BuzzFeed. I am aware.
As it happens, myself and everyone else on the planet who has the capacity for self-honesty knows that deep, deep down we all freakin' love total, shameless, trashy clickbait.
If the essay was titled "Character traits that contribute to others perceiving one as perhaps witchy" - I just don't think it would have done so well.
I like to think that the actual content of "10 Signs You're a Witch" transcends mere trashy clickbait and rises up into being a useful, inspirational and affirming text for magical people.
So that's my general advice for creating content that people love: make sure the title is complete trashy clickbait and the actual meat of the thing is genuinely well-written and helpful.
Note: these kinds of published post ads that I'm talking about are not the same as "boosted posts." They're more complex, and involve using the power editor. And they're totally worth it.
Why? As I learned from the Facebook genius Claire Pelletreau, "Boosted posts" tend to be shown to people most likely to share and "like" your content, but not most likely to actually click and read it.
It was really weird news to me to find that apparently tons of people share and "like" essays that they have never read, but apparently that's how the world goes.
When you make ads for published posts in the power editor, you can specify "conversions" to your email list as the metric by which the ad measures it's success.
This ensures that your ad money is actually going towards finding people to read your stuff and join your list - rather than just "boosting" the ad, which finds people to click "like" and to share the post without reading it, and without converting to your list.
3. Write like a beast
This is the main bit of secret sauce in my online success.
'Writing like a beast' entails several things:
1) writing from a sense of deep inner authority and trust in one's own voice
2) never using the passive tense, always using gripping verbs like, instead of "I was amazed and disoriented by the art show" ----> "The art show destroyed my sense of reality for a stunning 15-minute plunge into madness."
3) writing short, easily read-able paragraphs - everyone hates an impenetrable wall of text on the internet
4) using varied sentence style to keep attention - a mix of simple, compound, and complex sentences
5) tell relevant stories
6) have a sense of humor
7) have empathy for others at exactly where they're at
4) Sell a product I believe in
As a kid, I was perhaps the world's absolute worst seller of Girl Scout cookies. I would knock on countless doors in my neighborhood, offer Girl Scout cookies, and get shot down.
Usually I would only end up selling about 20 boxes to my immediate family and my parents' friends who got co-erced into buying those packages of highly politically problematic "Samoas."
(("Hmmm, what should we call these delicious short bread cookies with caramel and chocolate and coconut? I know! I know! We should name them after an island people whom our country has colonized and oppressed! MMmmmmmmMmMMMMMmmmm sweet short bread flavored oppression and genocide!"))
Why did I fail so much at selling Girl Scout cookies? How could I fail so much? Almost everyone but the most woke people likes Girl Scout cookies!
But I just couldn't see how the cookies that people could order from me were actually superior to the cookies sold in the regular store.
And, in fact, they were not. There's nothing that makes a Girl Scout thin mint better than a Keebler grasshopper. Literally nothing.
I had no confidence in my product, so I couldn't sell it with conviction.
But good news: these days I have massive conviction about INFLUENCE. After teaching it and refining it 6 times and accumulating a stack of over 600 beautiful testimonials about its power....
....I know beyond a doubt that INFLUENCE works to dramatically transform (for the better!) the lives of the majority of I people who take it and apply its principles to their lives.
In short: INFLUENCE is way, way better than Girl Scout cookies. There is no super-market equivalent to INFLUENCE.
This means that I know that every time I sell INFLUENCE, I am actually doing a form of public service.
Even charging money for INFLUENCE is a public service - why? Because people (myself included) tend to not take any action on things that are given to them for free, unless it's a matter of life or death.
Meaning: people will follow the totally free advice of 12-step groups, if they fear their narcotics addiction or alcoholism is about to kill them (sometimes).
People will (sometimes) follow the free advice of the Poison Control Center hotline and drink a bunch of activated charcoal if they think they're about to die from accidentally ingesting rat poison.
People - generally speaking - will not follow totally free advice designed to increase their skill in a given area or just make their lives better.
I don't know why exactly this should be the case, but it seems to be a bit hard-wired into human behavior in this age of capitalist hegemony where we are very conditioned to believe that only what we pay for has value.
So just trust: you are actually doing a service when you charge for your work. The "charging for it" helps to motivate people to actually take it seriously and implement it.
5) Focusing 1000% on my email list
I've mentioned it elsewhere in this essay, but I figure it's worth repeating: the old internet marketing saw that "the money is in the list" is still fully, fully true.
The money - and the deep heart-felt fulfillment that comes from helping others who are truly interested in the same important stuff you're interested in --- both that money and that fulfillment are in the email list.
Not the social media following - the old-fashioned email list.
It took me a long time to believe this. For years I focused exclusively on building my social media following. I thought that building an email list was something only helplessly passe, middle-aged people did.
I thought I was too hip and young and cool for building an email list.
And then I noticed: I bought things offered to me in my email inbox by folks I had subscribed to way more than I bought anything offered to me on social media.
Why? I don't know. Something about the intimacy and exclusivity of the inbox. Something about wanting to feel my on-going, specific connection to the person I bought from.
It's just astoundingly, completely true.
The email inbox is still the most intimate means of communication with your audience.
This is a really deep, sacred thing.
I strive to craft communications to my list that entertain, enlighten, and empower.
I strive to give them information that's directly applicable to their lives right now.
That's not easy, especially in the world of the "occult" where there's so much random weirdness that I could easily ramble on about.
Over the last month preceeding my launch, I aimed to email my list once-a-week with a sincere letter than they would actually enjoy, and which would serve to change their perspective on their lives, their magic, and the world.
And I guess I succeeded pretty well, because my own email inbox filled up with "thank you!" letters from my subscribers who felt very known and seen and understood by my messages.
That's the beauty of what I like to call "illuminative empathy" -- illuminative empathy is the art of being compassionate with someone in a way that expands their perspective on their situation and gives them new choices, a new way to see themselves, and new horizons to pursue.
NOTE: I'm opening THRILL: the course on growing your online audience and getting paid - for registration again in November 2018. Enter your email address in the form below and I'll let you know when THRILL opens for registration.
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