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The Transcript

How One Successful Digital Entrepreneur Stays Entertained by Her Business

Voiceover: Rainmaker FM.

You are listening to The Digital Entrepreneur, the show for folks who want to discover smarter ways to create and sell profitable digital goods and services. This podcast is a production of Digital Commerce Institute, the place to be for digital entrepreneurs. DCI features an in-depth, on-going instructional academy, plus a live education and networking summit where entrepreneurs from across the globe meet in person. For more information, go to Rainmaker.FM/DigitalCommerce. That s Rainmaker.FM/DigitalCommerce.

Jerod Morris: Welcome back to The Digital Entrepreneur, the show where digital entrepreneurs share their stories and the lessons they ve learned so that we can all build better digital businesses. I am your host, Jerod Morris, the VP of Marketing for Rainmaker Digital, and this is episode number 32.

This episode of The Digital Entrepreneur is brought to you by the Rainmaker Platform. I will tell you more about this complete solution for digital marketing and sales a little bit later, but you can check it out and take a free spin for yourself at Rainmaker.FM/Platform. That s Rainmaker.FM/Platform.

On this week s episode, I am joined by someone who four years ago was working a corporate job that she didn t love anymore. She began growing her blog, building her email list, and expanding her social media following. After nine months of serious hustling, she made her escape and literally ran away with the circus. We re going to have to ask her about that.

Now she spends her days teaching other bloggers, freelancers, and solo business owners how to create a kickass online presence through ebooks, workbooks, and courses so that they can conquer their goals too. She is Sarah Morgan, and she is a digital entrepreneur.

Sarah, welcome to The Digital Entrepreneur. How are you?

Sarah Morgan: Thank you for having me. I m good. How are you?

Jerod Morris: I m very good. Very good. Very excited for this chance to talk. Looking forward to it.

Sarah Morgan: Thank you.

Jerod Morris: I have to start out with this. When I was doing some research ahead of time, I read on your website a little bit about your history. I want you to, obviously, get into telling us more about that, but there was one line that I found particularly interesting, and we have to start here. You said, After nine months of serious hustling, she made her escape and literally ran away with the circus. Can you ?

Sarah Morgan: Yeah. My fans were excited about that.

Jerod Morris: Can you unpack that sentence for us a little bit?

Sarah Morgan: Yeah. I guess I can tell you my whole journey and how that fits in, because I did also have a real job as well.

Jerod Morris: Yeah, let s do it.

How She Went from Corporate Job and Circus Performer to Thriving Digital Entrepreneur

Sarah Morgan: I m a blog strategist. I started blogging when I was a teenager. I used that to learn web design and development, and then after college I got a corporate job doing web design at a TV station in Detroit. I m originally from Michigan. At some point in there, like most people that end up self-employed, I was not loving my job anymore. Not loving getting up and going to work, the projects, or anything that I was working on. I started a side hustle doing freelance web design. Around the same time, I had a — I call it my side, side hustle. That was as a circus performer. I was performing Cirque du Soleil aerial silks and trapeze, that kind of stuff.

Jerod Morris: Wow.

Sarah Morgan: Yeah. So I was performing a lot and I was teaching. I was blogging in the morning and then going to work and blogging. Getting my work done really fast. I was very efficient. Then, editing photos, coding, and doing all of that stuff any time I had a minute at work. And then, after work, I would go and train, or teach, or perform, or go and do more web design client work.

Jerod Morris: Wow. How did you have time for all of this?

Sarah Morgan: Yeah. It was more like, How did you have time for anything else? because I pretty much It was like a year, nine months where I was doing everything all at once, and I didn t do anything else. I wasn t partying. That was in my late 20 s. How long have I been doing this, four years?

I should ve been going to the bar and going out to dinner, doing all kinds of stuff. I was working like a crazy person. I always say I was working 25/8. I was working from the second I got up until the second I went to sleep, and I loved it … 95 percent of the time. The rest of the time, I was super stressed out.

Jerod Morris: Yeah. I don t want to dwell on this too long because it s obviously a show about digital entrepreneurship, but I am interested about the performing part of it, because that seems like this outlier detail about your whole story. Is that something that you had grown up doing, and what are you Are you still doing any of that now?

Sarah Morgan: Yeah, I moved to San Diego a little over two years ago. I still teach. I don t really perform anymore because it takes a really high level of training. I would have to be in the studio training six, seven days a week, and at the moment I m feeling lazy about that. I m really focused on building my online courses. So I m still teaching and I still go in and train every once in a while.

But when I was back home in Detroit before I moved here, I was performing a few times a month. I did outdoor festivals, fairs, and corporate events. I did, actually, a couple of NBA halftime shows. I got to perform with Salt-N-Pepa, which was crazy.

Jerod Morris: Wow. Hey.

Sarah Morgan: Yeah. They re like, Do you want to come and do this show? I was like, Yes. Yeah, whatever you want me to do, no problem.

Jerod Morris: Of course. Yeah. When you do your online courses, are you doing a lot of video stuff? Are you on camera for the courses?

Sarah Morgan: Some of them I am. I have one course, my main blogging course about growing blog traffic and your email list.

Jerod Morris: Yeah.

Sarah Morgan: I am on camera doing video for every single module.

Jerod Morris: This performance history that you have, does that come out at all in your videos? Are you able to use any of that, or is it more just like sitting in a desk straight into the camera?

Sarah Morgan: I m not sitting at a desk. I m more of a work-on-the-couch kind of person, so it s a little more relaxed probably than most people that make online courses.

Jerod Morris: Yeah.

Sarah Morgan: Yeah, I m not upside-down or anything, or wearing the clown makeup.

Jerod Morris: Not yet, but for future courses.

Sarah Morgan: Not yet. Yes.

Jerod Morris: Sarah, I ve always believed that the number one benefit of digital entrepreneurship is freedom.

Sarah Morgan: Yes.

Jerod Morris: The freedom to choose your projects. The freedom to chart your course. Ultimately, the freedom to change your life and your family s life for the better. What is the biggest benefit that you have derived from being a digital entrepreneur?

Sarah Morgan: I m going to go with freedom as well. I really am bossy, so I like being in charge and I like deciding what project I work on, who I m working with, who I m collaborating with. I like being able to structure my own days. I like being able to like fly home to see my family whenever I want. Michigan is cold so I don t really do it that often, but I can if I want to. Also, that I can experiment. I can try something, and if doesn t work then it doesn t work and I can try something else. There s nobody going to come down and with a hammer on me or something like that.

Jerod Morris: Yeah.

Sarah Morgan: I m able to move a little bit quicker than I would if I was doing this same type of work under someone else at a corporate job or something.

Jerod Morris: Sure, so you described what you were doing before you got to the point where you re at now. When was that moment when you said, Okay, I m pivoting and I m going online. I m doing this full-time with ebooks and with courses, and this is how I m going to make money. What was that decision like?

Sarah Morgan: It started a couple years in. Maybe three years in to the seven years at my corporate job, I had a moment of feeling like I didn t enjoy designing websites anymore, and that was something I had been doing since I was like 13.

I always say I had a mid-20 s crisis. I was like, If I don t design websites anymore, what am I supposed to do? I didn t have any other interests, hobbies, or career path. That was my thing. So I panicked. That s when I started blogging again. I had stopped for a couple of years because I was doing a lot of design work and writing news stories, which is super boring. I was doing that all day at my corporate job, so I stopped blogging.

At that point, I started blogging again. I started getting a little bit more into creative design and blog design, and I realized that I had people coming to me and asking for blog headers or asking questions about how to format their own website. I ended up starting a little bit, and then nine months before I left my job I got very serious. I was really unhappy. I really didn t want to go to work in the morning.

I decided, “In a year, I m leaving my job. Next September, I m leaving. That s it. I think my boyfriend at the time and my parents were a little bit concerned for my mental state of being. I was like, I m leaving my job. I can t do this anymore. This is 40 hours out of my week that I m unhappy.

Jerod Morris: Yeah.

Sarah Morgan: Yeah. I decided, and from that point on, I worked like a crazy person to make it happen.

Jerod Morris: Sometimes you got to put your own back against the wall and you find out what you re capable of.

Sarah Morgan: Yeah, absolutely.

Why She Won’t Apologize for Cursing, Naps, or Walking Her Dear Old Dog

Jerod Morris: I m looking at your website, and you ve got your tagline on here, The no bullsh*t blog strategy for the daring and driven. I m curious, as you went about developing your brand and putting this all together, did you just follow your own personality, or were you very intentional about adding a little bit of an edge to how you were going to present yourself?

Sarah Morgan: That s my personality. If you talk to me in person I will probably swear at you. I get people that email I used to be on MailChimp, so people could write a comment when they unsubscribe. All the time people would say, You swear too much. I can t take the cursing, and I m like

Jerod Morris: You swear in your emails?

Sarah Morgan: Oh, yeah.

Jerod Morris: Yeah?

Sarah Morgan: I try to not drop the f-bomb too much anymore. I’ve pulled back a teeny-tiny bit, but yeah. I say all the other four-letter words. That s the way I sound.

Jerod Morris: Yeah, I think that s interesting. I think some people shy away a little bit even if that is their natural way. Have you found that it has helped you to attract the kind of people that are going to be your best kind of customers and repel the people who won t?

Sarah Morgan: Yup, absolutely. That s one of the reasons that I ve never been shy about swearing or writing in the way that I speak, or creating videos and not being in a blazer at a desk. I m always sitting on my couch or I m sitting at my kitchen table, and I m dressed the way that I always dress. I think that does attract the right people to me. Because I do a lot of I run online communities for all my courses. I do weekly hangouts for some of my courses, and I don t want to be hanging out with people that aren t on the same vibe that I m on.

Jerod Morris: Yeah, just a very authentic way of doing business.

Sarah Morgan: Yeah, it brings in the right students and I always have fun when I m doing the consulting and coaching.

Jerod Morris: Yeah. Tell me about the milestone or moment in your career as a digital entrepreneur so far that you are the most proud of.

The Joy She Felt in That Moment When She Realized That She Was Making More as a Digital Entrepreneur than She Had at Her Corporate Job

Sarah Morgan: Ooh, that s a big one. Okay. It was when I realized I was making more money being self-employed than I had been making at my corporate job.

Jerod Morris: Wow. Yeah.

Sarah Morgan: That was about two and a half, three years in. I just remember standing in my kitchen and being like, Holy sh*t. I make more money doing all of this stuff by myself than I did working for somebody else. It s crazy. I didn t think — I really assumed, “I m going to be making $30,000 a year, and that s fine if I can work from home and build my own business. That s fine. I ll be a starving artist or whatever.

Jerod Morris: Yeah.

Sarah Morgan: I did not expect that to happen at all. When it did, I was really shocked and really proud of myself.

Jerod Morris: Was it a steady progression to that point, or were there some pretty big jumps that got you there?

Sarah Morgan: It was definitely a whole year of doing webinars and finally growing my email list. Finally taking all of the advice in creating an email list. The couple years before I d been making $25,000 to $30,000 a year, and then yeah, that one year I more than doubled my income.

Jerod Morris: Wow. Congratulations on that, by the way. That s fantastic.

Sarah Morgan: Thank you.

Jerod Morris: Alrighty. Let s take a quick break. When we come back, I m going to ask Sarah about her most humbling moment as a digital entrepreneur.

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Now, back to my discussion with Sarah Morgan.

Alrighty. Sarah, you told us about your proudest moment as a digital entrepreneur. Now tell us about the most humbling moment in your career as a digital entrepreneur thus far, and most importantly, what you ve learned from it.

Her Failed Photoshop Course and What She Learned From the Experience

Sarah Morgan: Okay. I definitely have had a course that was a failure. I did a Photoshop course, but I didn t really take into account that people would have to purchase Photoshop in order to take my course. It was like, Spend $500, or $200, or whatever on Photoshop, and then also spend $300 on my course. It didn t really work. That was a bummer because I put a lot of time into it and it was a really good course, but the people that were buying it were the ones that were already in my audience and already had Photoshop, and that was not enough for it to be sustainable.

Jerod Morris: Yeah, so what have you done with that course? Is that still out there just for folks who can use it, or did you shutter that one?

Sarah Morgan: Yeah. It was online for maybe a year after. I just left it in my shop. A few people purchased it, but eventually I really wanted to drill down on blogging and create a progression of courses, so I took it offline.

Jerod Morris: Is there anything that you would do differently with that course if you were going to re-launch it? Obviously there s an inherent challenge there with needing people to buy Photoshop, but how would you approach something like that where you have a useful skill to teach but you ve got this barrier there where people need to buy X product? Is there anything that you would do differently in a similar situation? Maybe it s just not do the course, but is there anything else?

Sarah Morgan: I think I would have focused more on design, and then included tutorials for Photoshop and a couple of the online free design platforms so that it was accessible to anyone. But for me, I really When I learned Photoshop, I felt like I learned maybe like 10 percent of it, so that was my intention with the course, is that you really miss all of these tools that are really helpful. But it didn t really work. It definitely needed to be more accessible by having a free platform that people could try all of the tech tutorials for.

Jerod Morris: Yeah. Thank you for sharing that with us. I appreciate it.

Sarah Morgan: Yeah.

Jerod Morris: Let s fast-forward to now. What is the one word that you would use to sum up the status of your business as it stands today? One word.

Sarah Morgan: You re getting me with all these questions.

Jerod Morris: And it can t be a curse word.

Sarah Morgan: I m feeling very entertained by my business right now. I m just trying lots of stuff.

Jerod Morris: Oh, that s a good one. We haven t had anybody use that word before.

Sarah Morgan: Yeah. It s always been entertaining, but the more I get interesting opportunities — I had the opportunity to go to New Orleans and speak at a conference which was like, Okay, sure.”

Jerod Morris: Yeah.

Sarah Morgan: “I would love to go to New Orleans for free. If I have to get on stage and speak, I can probably do that.” Yeah, it s been entertaining to see what s happening, interact with my audience, and build communities. I m just having fun over here.

Jerod Morris: Is that something that you want to do more of, speaking?

Sarah Morgan: I think it is. I would panic in high school, and middle school, and college when they would call on me or where you had to write a presentation and you had note cards and stand up in front of class. That was my worst nightmare.

Jerod Morris: Yeah.

Sarah Morgan: Somehow, I think through teaching and doing webinars, I ve become a lot more comfortable talking to people and having people all stare at me all at once. So it was a really good experience to go and speak at the conference, and I think I would do it again.

Jerod Morris: What is your biggest recurring pain point as a digital entrepreneur?

The Work Habits and Discipline That Help Her Get Her Work Done and Keep Moving Forward

Sarah Morgan: Oh, probably getting enough done. I can have 15 tasks every single day. I m always adjusting and adding. I just adjusted the end of some of my email sequences, but now I want to go back through and do it to all of them. I could literally work non-stop and not sleep and not eat.

So really staying focused and organized. I ve been using Asana, which is very helpful in order to get specific things done and put off adjusting all of those email sequences to next week or next month, or something like that.

Jerod Morris: That is a pretty common recurring pain point, I think. That s the one. It s the double-edged sword of freedom. You have this freedom, but then there are so many different things that can fill up the time. How do you, a) keep your priorities in order and make your choices for what you re going to do, and b) try to keep some barrier around your professional life so that you can have a personal life as well?

Sarah Morgan: Yeah. So I said Asana, that really helps. I generally try and put like three tasks per day, three big things. And I plan a quarter in advance. So I know for November and December, while I haven t gone through and added daily tasks, I know I m going to be reworking one of my courses in that month. I have my end goal for those two months, and then I can go in and say, This week I need to do the sales page. This week I need to do emails. This week I m going to go through lessons or videos.

Having those larger goals and then breaking it down into months or weeks, and then breaking it down into days and not putting too much into each day. One of the nice things about Asana is that I can go back through and see, Really, what did I accomplish every day? Can I do 10 things? No. Okay. I can only do 5 things every day. If I m doing video, that s probably going to take my whole day. If I m writing a blog post, I can probably add in another two things.

Jerod Morris: Cool. What element of your work gives you the most satisfaction on a daily basis?

Why Hanging out in Her Communities (on Her Couch) Fuels Her Why

Sarah Morgan: Hanging out with my communities, for sure.

Jerod Morris: Yeah?

Sarah Morgan: I love talking to people. It s two things. It fuels my why, my purpose and motivation for creating courses and doing what I do — blogging and writing emails. But it also is really great research. Any time I build a course, do a webinar, or send an email, it s generally because one of my students or community members has had a question or is trying to figure something out that they re stuck on. Then I can take that and turn it into something that works for my entire audience. So that s been really nice, to do daily, really easy research.

Jerod Morris: Yeah. You mentioned before how much Asana has helped you. I want to open your toolbox a little bit and figure out what tools you re using. In addition to Asana, what s another technology tool that contributes the most to your success?

Sarah Morgan: I ve got three that I ll tell you. I love ConvertKit for doing emails, sending emails to my list. Their tagging tools are amazing. I was on MailChimp. This blows MailChimp out of the water. It s so easy to segment my list and send emails just to people related to the specific things they’re interested in so that I don t have to send thousands and thousands of people every email. That never works.

I really loved Tailwind for scheduling blog posts to Pinterest. I get 90 percent of my social media traffic from Pinterest, so I always have that scheduled in advance.

Jerod Morris: Oh, wow.

Sarah Morgan: Yeah. It works. It s not just for recipes and makeup tips.

Jerod Morris: Yeah. How do you do that then, with Pinterest? Do you have to have a pretty defined visual style? Do you create specific blog post images that go with your posts? What s your strategy with Pinterest?

Sarah Morgan: Yeah. My blog post images are Pinterest-sized. They re giant, big, tall images. Then I pin those into my boards and group boards. I use Tailwind because I can pin 1 pin to like 20 boards in literally 2 seconds. It s two clicks and then they re all in there, they re all scheduled. So I can pin a ton of content, which Pinterest really likes. I can pin a lot of content all day long, and I only am working maybe 5 or 10 minutes, depending on how lazy I m feeling.

Jerod Morris: Yeah. Wow, very cool. That sounds like a really neat program.

Sarah Morgan: Yeah, and then I also use Buffer. For Twitter and Facebook I use Buffer.

Jerod Morris: Yeah. What about the non-technology tool that contributes the most?

Sarah Morgan: Can I say my couch? Taking a nap?

Jerod Morris: Sure, whatever works.

Sarah Morgan: That s what I do when I need a break. I just pass out.

Jerod Morris: Okay. How important is that, though? I think a lot of people are scared to take a nap or take breaks, always feeling they have to fill every moment with work. Is that a big part of what keeps you fresh and keeps you going?

Sarah Morgan: Yeah. Oh, yeah. I am very serious about sleeping. If I need a nap, I know that I m going to produce crap work if I try and push through when I m falling asleep. So I m all about taking a nap. Especially if I do the circus training in the morning, I need a nap and then I can wake up and actually work. Yeah, that and taking my dog for a walk. I know a lot of people — people get mad at me. I have a blog post where I detail how my day runs, and that is the only post on my website that I get hate comments.

Jerod Morris: Really?

Sarah Morgan: They re very mad that I can walk my dog during the day and take a nap.

Jerod Morris: By hate comments, do you mean like jealousy-driven like, I wish I could do that. Or like, You should be in the community paying your attention to us?

Sarah Morgan: No, it s like, How dare you say you re productive when you take a nap during the day.

Jerod Morris: Oh.

Sarah Morgan: I m like, I don t know. That s how I work. Sorry.

Jerod Morris: Yeah. It all goes to quality over quantity.

Sarah Morgan: Yeah.

Jerod Morris: If you re able to get more better work done in a shorter amount of time because you re fresher, then it all works out.

Sarah Morgan: Yeah, or else you just end up burning out.

Jerod Morris: Yes.

Sarah Morgan: That s not worth it.

Jerod Morris: Earlier I asked you for the one word that you would use to sum up the status of your business as it stands today. You said, Entertained, which is a great answer. If we talk again in a year, what word would you want that to be?

Sarah Morgan: Oh, man.

Jerod Morris: It has to be different.

Sarah Morgan: I probably still will be entertained. Something to do with expanding.

Jerod Morris: Okay.

Sarah Morgan: I have a free beginner blogging course, and I would like to really expand the number of students that are in that course. That s my main goal for next year is to like 10x that so that I can get a lot more people online blogging. I have tons of middle-aged, 50-something women who are coming into my courses, which is not My branding is not really geared toward that person, but they re showing up in droves and I love it. Yeah, I want to expand. I want things to be bigger.

Jerod Morris: What s your current attraction strategy? How are these people finding you and how are you targeting the people that you –not that you don t want those people — the people that you are targeting. How are you going about doing that?

Sarah Morgan: Through social media. Sharing my own blog content on Twitter, I get a lot of traffic. And Pinterest — like I said. Then I run Facebook ads every once in a while. I m about to run one in the next day or two for my list-building course, so that will bring in a whole new audience. I try and target outside of the people that I already have.

Jerod Morris: Yeah.

Sarah Morgan: Yeah, so that will help bring in lots more people.

Jerod Morris: Cool. Good luck as you work towards continuing to expand.

Sarah Morgan: Thank you.

Jerod Morris: I ve got a few rapid-fire questions here to end with. I will let you know, most people I send these questions to ahead of time and I forgot to do it in this case. But you seem ready, like you don t need them ahead of time, so I think we ll be okay. I think you ll do a perfectly fine job answering these. Are you ready?

Sarah Morgan: Yes.

Jerod Morris: Okay. If you could have every person who will ever work with you or for you read one book, what would it be?

Sarah Morgan: It s Start with Why by Simon Sinek.

Jerod Morris: Good one.

Sarah Morgan: Yeah, I love I just saw him speak and it blew my mind.

Jerod Morris: Did you? Where did you see him speak?

Sarah Morgan: He came to San Diego and did Creative Mornings.

Jerod Morris: Very nice. Yeah. I have not yet seen him speak other than, obviously, his TED Talks and online, but I imagine that had to be pretty great.

Sarah Morgan: He s super funny. It was awesome.

Jerod Morris: If you could have a 30-minute Skype call to discuss your business with anyone tomorrow, who would it be?

Sarah Morgan: Oh, man. You might laugh at me for this. I want to talk to Bethenny Frankel from

Jerod Morris: Yeah.

Sarah Morgan: The Real Housewives are my guilty pleasure. But I think she is a badass, so that s who I want to talk to.

Jerod Morris: Yeah. Hey, there s no judgment with these questions. Whoever you think will help. What is the one email newsletter that you can t do without?

Sarah Morgan: I don t really subscribe to anything.

Jerod Morris: Really?

Sarah Morgan: Honestly. I like a real clean inbox. Yeah. I don t subscribe to anything.

Jerod Morris: Is that because you want to keep it clean or because you don t find value in an email newsletter subscription?

Sarah Morgan: I don t take the time to read emails when I m subscribed to them because there’s so much other stuff in my inbox. I m like, Oh, there s 30 unread messages here. I m going to wait to read this. I would start putting them into a To Read folder and then I would never read them. I just unsubscribed from everything so I can focus on the most important stuff that s showing up.

Jerod Morris: Interesting. What non-book piece of art has had the biggest influence on you as a digital entrepreneur?

Sarah Morgan: Oh my gosh.

Jerod Morris: This is the one that always seems to get people.

Sarah Morgan: I am a big reader. I ll read like a hundred books in a year, so that is my thing.

Jerod Morris: Yeah.

Sarah Morgan: Okay. I really like going to the opera. Does that count?

Jerod Morris: Of course. Absolutely.

Sarah Morgan: Yeah.

Jerod Morris: Just as an escape, or have you Is there anything that you ve taken from that experience that has helped you in what you do?

Sarah Morgan: Mostly, as an escape. It s so different than the world we re in today.

Jerod Morris: Yeah.

Sarah Morgan: Yeah.

Jerod Morris: Okay.

Sarah Morgan: I love it.

Jerod Morris: Hey, that works. What productivity hack has had the biggest impact on your ability to get more meaningful work done?

Sarah Morgan: Definitely tracking my tasks in Asana. It doesn t work to have that never-ending to-do list. Once I put everything in there and started really keeping track of what things were getting done, I can look back and see like, Oh. Well, that week, I got nothing done. High five to myself. It really helps to keep me accountable and see what s getting done and what s not getting done, and how long things realistically take. Because I do have days when I put 15 things into it and 2 of them get done. Yeah. It keeps me in check.

Jerod Morris: That s because you re always walking your dog and napping.

Sarah Morgan: Of course.

Jerod Morris: Okay, so what —

Sarah Morgan: My dog is old. Those walks only take about 10 minutes.

Jerod Morris: Yeah. My final question for you. What is the single best way for someone inspired by today s discussion to get in touch with you?

Sarah Morgan: Come over and hang out with me on XOSarah.com or find me on social media, @xosarahmorgan.

Jerod Morris: That is XOSarah.com?

Sarah Morgan: Yup.

Jerod Morris: Perfect. Sarah, thank you so much for coming on The Digital Entrepreneur and lending your insight.

Sarah Morgan: Thank you for having me.

Jerod Morris: This was great. Absolutely, and good luck expanding your business in the new year.

Sarah Morgan: Thank you.

Jerod Morris: Thank you very much for listening to this episode of The Digital Entrepreneur. Always appreciate those of you who listen all the way to the end. You are the true Digital Entrepreneur diehards. Of course, my thanks to Sarah Morgan for joining us, and my thanks to our production team here at Rainmaker.FM: Will DeWitt, Caroline Early, Toby Lyles and his team. The show would not be possible without you all, so thank you very much.

And a reminder: go to Rainmaker.FM/Platform to take the Rainmaker Platform for a free test-drive. See if it s for you. It is the all-in-one solution for digital marketing and sales. I think you will find that you like it and you will find it useful. If you have any questions, comments, anything, hit me up on Twitter, @jerodmorris. That s @jerodmorris. I will look forward to speaking with you next week on another brand new episode of The Digital Entrepreneur. Talk to you then.

The Transcript

How to Create Impact That Endures (Instead of Ending Up in a Landfill)

Voiceover: Rainmaker.FM. You are listening to The Digital Entrepreneur, the show for folks who want to discover smarter ways to create and sell profitable digital goods and services. This podcast is a production of Digital Commerce Institute, the place to be for digital entrepreneurs. DCI features an in-depth, ongoing instructional academy, plus a live education and networking summit where entrepreneurs from across the globe meet in person. For more information, go to Rainmaker.FM/DigitalCommerce.

Jerod Morris: Welcome back to The Digital Entrepreneur, the show where digital entrepreneurs share their stories and the lessons they’ve learned so that we can all build better digital businesses. I am your host Jerod Morris, the VP of marketing for Rainmaker Digital, and this episode No. 31. This episode of The Digital Entrepreneur is brought to you by the Rainmaker Platform. I will tell you more about this complete solution for digital marketing and sales later. You can check it out and take a free spin for yourself at Rainmaker.FM/Platform.

On this week’s episode, I am joined by someone who has built her professional life around teaching savvy business owners how to boost their marketing skills. My guest is an award-winning graphic designer and marketing consultant who has helped small businesses and large organizations create big brands since 1987, hint, hint.

In 2010, she founded Big Brand System to show small business owners how a system of strategic marketing and great design makes them look professional, cohesive, and successful. She believes that your business may be small, but your brand can be big. If you’re a regular listener of Rainmaker.FM shows and a reader of Copyblogger.com, then you’ll be very familiar with her and her work.

She’s currently the executive vice president of educational content at Copyblogger Media, where she helps people like you build a strong presence on the web. She is about to become a published author because her book, Master Content Marketing, will be officially released tomorrow. That is Friday, the day after this episode goes live, Friday, October 21st. You can get more information at MasterContentMarketing.com. She is Pamela Wilson, and she is a digital entrepreneur.

Pamela, welcome to The Digital Entrepreneur. How are you?

Pamela Wilson: I am great. I’m thrilled to be here.

Jerod Morris: You’re just back from Digital Commerce Summit, yes? As I am as well.

Pamela Wilson: Yes, have not finished unpacking my bags, but I’m back.

Jerod Morris: I barely finished unpacking my suitcase over the weekend. Man, it was really a great event. You gave a great presentation on developing an interactive community. Was there any one single takeaway for you from the event, from the experience overall?

Pamela Wilson: Overall — and I think we’ll probably talk some more about it — what I loved the most was just interacting face to face with people whose names I knew, whose avatars I had seen. Just to see them face to face, talk, get to know a little bit more about their businesses, and hear their questions — that element of it I just love. It’s my favorite part.

Jerod Morris: That is always the best part of the events, no question — to be able to meet people that we’ve interacted with via email or over Twitter, and being able to put faces with names. Yeah, just to hear everybody’s stories, talk about their individual businesses and projects, that’s by far my favorite part, too.

Pamela Wilson: You have that moment over and over where people are going, “That’s really you,” and you’re going, “That’s really you in the flesh. Yes, you’re a real person.”

Jerod Morris: Yes. Something else exciting happened while we were at Digital Commerce Summit. That is that I got to hold a physical copy of your new book, which I believe is the first physical copy out in the wild, if I’m not mistaken.

Pamela Wilson: It’s funny. This is a new thing for me. This is the first book I’ve ever written. I’m still learning the ropes, obviously. I had set this release date for later this week, but I still am not completely clear on how this happened. The company that’s doing the print-on-demand work started shipping them, despite the fact that, in my file, it says they’re not supposed to ship them until later.

Leslie Staller, who’s one of our long-time customers, showed up at the Summit with a copy of my book. She said, “I have your book. Have you seen it?” I said, “No.” She showed it to me. It was fantastic. It was such a good feeling to see it in real life. Again, it’s that feeling of seeing something in real life, right? Something that’s been virtual.

Jerod Morris: Absolutely, and it looked great. You sent me the proof of what the cover will look like, and it looked great in person. For Leslie, she’ll have a collector’s item forever, the first copy of this book.

Pamela Wilson: She will, and it’s the first book I ever signed as an author. That was kind of cool. Somebody took a photo, and we have photo evidence of the first book I ever signed.

Jerod Morris: Isn’t that cool?

Pamela Wilson: It was very cool. The other piece of it that was neat is that my background is as a publication designer. I did that for decades. Magazines, books, brochures, newsletters — anything in print that was basically taking words, putting them into print, and making them look good — that was what I did for decades, in English and in Spanish.

I did it for a really long time, and I haven’t created a physical product in a really long time. That piece of it was fantastic, too — just to see pages that I had designed all bound together into this object that you could hold. That was such a good feeling.

Jerod Morris: Yeah, now people may be wondering listening to this, why are we talking about a physical book when the show is called The Digital Entrepreneur?

The Motivation Behind Pamela’s New Book, Master Content Marketing

Pamela Wilson: Yeah.

Jerod Morris: The reason why is because a lot of what you talk about in this book, it’s lessons that you have learned along the way as a digital entrepreneur. Plus, you kind of walked through the process of creating this book on the show that you had. It was called Zero to Launch, was that the …

Pamela Wilson: Zero to Book with Jeff Goins.

Jerod Morris: Zero to Book, yeah.

Pamela Wilson: Yes.

Jerod Morris: Zero to Book on Rainmaker.FM, and you are actually doing an episode with us on The Showrunner talking about that experience as well. For folks who are interested in learning more about that experience, you can go to Showunner.FM and learn more about that.

Obviously, for the rest of this episode, we want to dive into the background that gave you a lot of the experience that you talk about in this book, your background as a digital entrepreneur. Let’s dive into that, if you’re good with that. Are you ready?

Pamela Wilson: Yeah, let’s do it.

Jerod Morris: Let’s start out with the question that I always ask our guests to start out. I’m always interested to hear the many varying responses that we get. I’ve always believed that the number one benefit of digital entrepreneurship is freedom — the freedom to choose your projects, the freedom to chart your course, and ultimately, the freedom to change your life and your family’s life for the better. What is the biggest benefit that you have derived from being a digital entrepreneur?

Pamela’s ‘Contrarian’ Answer About the Biggest Benefit She Derives From Being a Digital Entrepreneur

Pamela Wilson: Well, you know me well enough, Jerod, you know I’m kind of a contrarian, right? My answer is going to sound a little bit contrarian, but it’s because I had my own business for almost 25 years at this point. From the beginning, my office was always in my home. That was because, when I started my business, I was a brand-new mom, and I basically just wanted to be where my children were.

Twenty-five years is a long time ago, and back in those days, people kind of looked at you side-eyed if you worked from home. It was like, “Oh, you don’t actually have an office? You work from home” — which is laughable nowadays because the tables have completely turned. I think in a way people are like, “Oh, you have to go into an office? You can’t do your work from home?” Right?

Jerod Morris: We’re the ones laughing now.

Pamela Wilson: I know, seriously. I have seen that whole change happen over the years. I was on the other side of that continuum. Now I’m over here where it’s totally accepted, and it’s almost expected that you work from home, especially in certain fields.

This is the contrarian part — as far as my working environment, I actually have had a lot of freedom and flexibility from the very beginning because I set it up that way. The difference that I have seen since I’ve become a digital entrepreneur and had an online business — which I started in 2010, Big Brand System –for me, it’s been about reach.

Back in the day when my business was offline, I had local clients, I had regional clients, and I had a handful of national and even international-level clients. But the national and international clients were all based regionally. They were people who I could drive to their offices and have a meeting with in person.

One of my clients was the United States Golf Association, which is a pretty big organization nationally. They oversee the US Open. They write the rule book for golf in the US. They were like a 45-minute drive away. I used to go over to their offices, and I produced a publication for them. I had another kind of international client that, again, was based locally. They were a 30-minute drive away.

That’s the difference that I see is I was able to get some reach, but really the clients were all local. The difference now is that I’m helping people from all around the globe. In Authority for example, we have people from all over the place, and we meet with them virtually and help them. I just love that aspect of it.

Jerod Morris: Well, and you kind of started to answer my second question here, which is, I’d love for you to take us back before you became a digital entrepreneur and explain what you were doing, which you did. Really, what was missing that led you to want to make a change and led you to want to start Big Brand System?

The Epiphany About the Eventual Destination of Pamela’s Print Work That Led to Her Desire to Shift Gears

Pamela Wilson: Well, I started my career as a designer, but I was always a designer who was interested in marketing. I ended up offering both things, kind of marketing consulting, and then design work. If there was print work involved, I could help to make that happen as well.

For part of my career, I actually was living in South America. I did my work in Spanish. I had my business down there. I just got to this point after almost two decades of doing that where I felt like I had designed everything that there was to design — from business cards to billboards, to magazines, to books, in English and in Spanish. You know what I mean?

Jerod Morris: Mm-hmm (affirmative).

Pamela Wilson: I was just like, “I feel like I’ve done it all three times over in two languages.” It just did not have the same kind of challenge for me that it had in the early days. Then I also had this major crisis, and I’ve never told you the story. At one point in the late ’90s, it hit me that all the marketing materials that I was working to help create and bring to life ended up in a landfill. It just hit me like a ton of bricks. All this stuff that I’m helping people to create to promote their businesses, it all gets thrown away eventually.

Jerod Morris: Yeah.

Pamela Wilson: Nobody hangs onto it, right? That realization hit me in the late ’90s, and honestly, it wasn’t until later in the 2000s that I was able to figure out how to change that. That was where online business, online marketing, and content marketing really came into play. That’s one of the reasons I wanted to write Master Content Marketing. I feel like it’s a much better way to market your business. It just feels a lot more like you’re serving the people you want to reach, rather than just pushing messages out at them — which is what the first decades of my career were all about.

The marketing can be so valuable that people actually save it instead of throwing it away. I literally created marketing that would arrive in your mailbox, and you would stand over the garbage and just throw it out. That’s what I was doing for many, many years. They were beautiful pieces. Except for maybe the magazines and maybe some annual reports and books, there were really just a very small percentage of what I was bringing to life was saved and valued.

Now you can even see through social sharing, you can see the online content that people are valuing. People all the time come up to me and say, “You know, I save every email newsletter that you send.”

Jerod Morris: Wow.

Pamela Wilson: That’s unbelievable to me. It’s such a change. I love that element of online marketing and content marketing — that it’s starting from a position of really helping people.

Jerod Morris: Was there a particular eureka or flash-bulb moment when you had that realization about, as you said, all your marketing materials ending up in a landfill? Or was it something that you came to gradually?

Pamela Wilson: No, there was a eureka moment. The thing is, it was in the late ’90s when that realization hit me. It wasn’t, like I said, until almost 10 years later, like 2009, that I figured out what to do about that realization. I basically spent almost 10 years feeling like, “I’m creating future landfill material right here. The best-looking future landfill material that I can possibly create, but that’s definitely where it’s all ending up.”

It just dawned on me. One thing that designers do, and it probably doesn’t happen as much anymore, but when you were a print designer, you had a physical portfolio with samples of all your pieces. I think that’s where it hit me. I was like, “I have a portfolio full of what other people consider to be garbage, and that’s what I’m showing as my work. Here’s this brochure. This is the last remaining copy because everybody else threw it out after they got it.”

Jerod Morris: Yeah, wow. Tell me about the milestone or moment in your career since you’ve become a digital entrepreneur, since you’ve moved online, that you are the most proud of.

The Humbling (and Exciting!) Honor of Being Published on Copyblogger

Pamela Wilson: Yeah, well, I’ll tell you, Big Brand System actually started out that it was going to be a book. I wanted to write a book. I felt like I had learned a lot about how small businesses can create a recognizable brand that helps to position their businesses, and I was going to write a book. Right around that time, I found Copyblogger. That was how Big Brand System became a blog instead of a book. I’m very happy that it worked out that way. That was really the best way to do things.

What I did after I found Copyblogger is I signed up for Teaching Sells, which was launching right around the time that I found Copyblogger. I got to know the team a little bit, and I submitted a first guest post in early 2010. This is literally like only a few months after I started to write online content. That was unbelievable that was accepted by them, you know?

Jerod Morris: Wow, yeah.

Pamela Wilson: Sonia was managing the blog at the time, and I was just thrilled to my core that she wanted to publish this guest post. It’s this post called The Bobby McFerrin Plan for Creating a Remarkable Business. I had been to a Bobby McFerrin concert, and I saw all sorts of connections between what he was doing from the stage and what we were trying to do with our online businesses. I wrote this post. She published it. As soon as she published it, I sent another post to replace it. I’m like, “Okay, you like that? Here, I have another.”

She published the second one, so I sent another. This went on for a few months. She would publish something. I would send another to replace it. Finally, in June of that year — so a few months after I submitted that first post — she asked me to write for Copyblogger once a month. This, by far, is the digital entrepreneur moment that I’m most proud of.

At the time, it felt like I was being invited to perform at Carnegie Hall once a month. It was just unbelievable that a site like Copyblogger wanted to publish my writing, and I didn’t feel like I was a writer. It just felt like major validation for something new that I was doing and was very exciting. I think I walked around a couple of feet off the ground for a couple of days. It was very exciting.

Jerod Morris: Hey, it’s obviously led to many opportunities since, so that’s great.

Pamela Wilson: I know, I’m still pinching myself. I can’t believe it.

Jerod Morris: On the flip side of that then, tell me about the most humbling moment in your career as a digital entrepreneur and, more importantly, what you learned from it.

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Now, back to my discussion with Pamela Wilson.

Why Pamela’s First Online Course and Community Struggled, and What She Learned From the Experience

Pamela Wilson: Well, I spoke about this at the Summit just a little bit because I did speak about membership sites, like you said. I took Teaching Sells. The whole point of Teaching Sells at that time was to teach you how to put together an interactive membership site. I took the course. I went through every single module, took notes on everything, and I put my head down and started creating my membership site.

Well, what I ended up doing, and I mentioned this at the conference, is trying to pour the entirety of my professional knowledge into this one course. It was just way too much information. I since have seen a lot of other people make this mistake, and I recognize it because I did it myself.

What I realize now is that people actually want less information, but they want that information to be more digestible. You can’t just drown them in facts and figures. It’s not fair. People are busy, and they need you to break it down and make it easy for them to understand. The other thing is that you burn out. As an information creator, you end up burning yourself out when you pour way too much into it.

Now what I do is make sure that everything I teach has some kind of structure that helps the people who are receiving the teaching to understand it and digest it. It also helps me to deliver that information in a format that’s just easier to produce.

Jerod Morris: Yeah, well, and that has shown in the work that you’ve been doing at Copyblogger in charge of the educational content, for instance with Authority, which just has so much information. That’s been some feedback early on was, “There’s almost too much here.” You’ve really gone about putting that information into little mini courses, grouping stuff together, and making it much more digestible for folks. You’ve really put this into action everywhere you’ve been.

Pamela Wilson: Right, yeah. We’ve been working on those mini courses for months. You just gave people a little preview because they have not been released. They’re in the middle of quality insurance checks right now, so it’s coming up very soon. Yeah, that was part of what I wanted to do was just to organize some of the sessions inside Authority so that they made sense together to teach specific concepts. That’s coming soon. I’m excited about that.

Jerod Morris: Let’s fast forward to now. What is the one word that you would use to sum up the status of your business as it stands today?

The Incredible Feeling of Being ‘Published’

Pamela Wilson: The one word that I would use is ‘published.’

Jerod Morris: Published, nice.

Pamela Wilson: Yes. It took a long time to get there, but like you said at the top of the podcast, it’s just this incredible feeling to hold this book in your own hands that you’ve been working on. It’s almost been a year that I’ve been working on that, talking about it on my podcast with Jeff, just putting in the hours to get it done, then learning the ropes of how to get it produced, and all of that. It’s been a huge, huge project. But when you finally have that published piece in your hand, it’s just an incredible feeling. I enjoyed it so much that I’m working on book two now.

Jerod Morris: Already?

Pamela Wilson: Oh yeah. This one I’m going to be co-writing with this person you know well, Sonia Simone.

Jerod Morris: Oh yes, I’ve met her.

Pamela Wilson: Yes, doesn’t that name ring a bell to you?

Jerod Morris: It sure does.

Pamela Wilson: Yeah, we’re really excited. We’re going to be working on a book together. We’re still nailing down a topic, but it’s basically online business the Rainmaker Digital way and the Copyblogger way, which is a little bit different than maybe some people teach it. I’m excited about that.

Jerod Morris: Yeah. Hey, I should have asked you this earlier. For folks who are interested in getting your current book, where’s the best place to go to order it, or to get information about it?

Where to Find Pamela’s Book

Pamela Wilson: What I did is I created a landing page with links to all the different places where people can get it because people have their preferred places to find books. Because of the way I have it produced, it took a little extra effort to make this happen. I had it produced by a company that basically distributes anywhere.

If you have a bookstore down the street where you would like to order it, you may have to order it, but you could get it from your local bookstore. It’s basically available wherever books are sold, but if you want to find a convenient page with a little more information on the book and then some links that you can click on, you can go to MasterContentMarketing.com.

Jerod Morris: That’s a great domain.

Pamela Wilson: How about it?

Jerod Morris: Yeah.

Pamela Wilson: That was one of those things that I checked to make sure the domain was available before I nailed down the name of the book.

Jerod Morris: By the way, you know you’re a content marketing nerd when you get excited about someone’s domain when they tell you and you’re like, “Oh, that’s so great.”

Pamela Wilson: Totally.

Jerod Morris: “And you got that in the .com, too. That’s awesome!”

Pamela Wilson: Yeah, definitely.

Pamela’s Biggest Recurring Pain Point (It’s Personal), and How She Hopes to Overcome It

Jerod Morris: What is your biggest recurring pain point as a digital entrepreneur?

Pamela Wilson: It’s interesting because it was highlighted in a good way last week at the Digital Commerce Summit. What I am finding is that I miss that personal touch that I had in my offline business. I used to have a lot of personal contact with clients. We would have meetings, go to coffee, or have lunch. I would make presentations to them, even phone calls.

Nowadays, when you have a purely online business, even a phone call seems weird in a way, you know? Everything is so online, email, virtual, and social media. That still seems a little bit weird to me. I am a person who, really, I like people, and I miss being around them. When I say it was highlighted in a good way it’s because I got to have that contact with people last week, and I loved it.

I think the pain point now for me is to try to figure out how we can combine the virtual delivery of our education with some kind of personal contact. Even if it’s not in real life, but it’s over video or on the phone. I think there’s a way to do that. I’m excited to pursue that and see if there’s a way to personalize our education a little bit more than maybe what we’ve been doing.

Sonia and I have already talked about it and talked about ideas that we might be able to implement. I have a feeling that’s going to fuel what we do going forward.

Jerod Morris: Well, and it’s going to be interesting to see where this goes. There is likely to be a coming revolution in this area with virtual reality as well, as Brian talked about in his keynote at Digital Commerce Summit. It’s going to be really interesting to see how that affects how we teach, how we interact with folks online.

Pamela Wilson: Yeah, I would embrace that honestly. Anything that makes it feel a little more personal and like you’re really dealing with people, and there’s a little more two-way conversation going on, I would really embrace that. I think it’s missing. I miss it. That’s all I know. I think the students miss it, too.

I tried to introduce some things in Authority, just some sessions and things that highlight our community members, and I think people have enjoyed that.

Why Pamela Relishes Being the Captain of Her Own Ship (Even If It’s a Little Row Boat)

Jerod Morris: Yep. Okay, so other than participating in conference calls with Robert Bruce, what element of your work gives you the most satisfaction on a daily basis?

Pamela Wilson: You picked the biggest highlight, so what am I going to talk about now?

Jerod Morris: Right.

Pamela Wilson: I’m sure you feel the same way. I have a really amazing job situation right now. I have had my own business for almost a quarter century at this point. I had absolutely no intention of going to work for someone else. That was not even on my radar. When I was asked to join the team a couple of years ago, my thought was kind of like, “Well, I wouldn’t even entertain the notion if it was any other company.”

But like I said to Brian at the time, “I like the work that this company is doing in the world, so yes, I’d like to be a part of it.” But I still have enough time for my own projects, and I really value that. It’s just important to me personally to remain the captain of my own ship, even if that ship is just a little row boat compared to the company that I work for.

It’s important to me. I think it might be part of my identity at this point. I wouldn’t say that I’m unemployable exactly, but I’m someone who highly values entrepreneurship. It’s just an important part of who I am.

To sum it up, what gives me satisfaction is the fact that I can have both of those things. I can work for this company that’s doing this amazing work in the world, but I can still captain my little row boat. I’m happy about that.

How One Little Tool Manages All Pamela’s Important Information

Jerod Morris: Yeah, absolutely. Let’s open up your toolbox real quick here. What is the one technology tool that contributes the most to your success as a digital entrepreneur?

Pamela Wilson: I would say Evernote, honestly.

Jerod Morris: Ooh.

Pamela Wilson: Yeah, I know. I was using Evernote before I joined the team, but after I joined the team a couple of years ago, the volume of information that I had to manage just exploded. There was just so many more meetings and projects that I needed to track. Evernote is an extension of my brain. I cracked it open the first week and started using it pretty aggressively, the first week I started working as a member of the team, and I’ve never looked back. It’s completely searchable. I don’t lose things in there. When in doubt, I dump it in Evernote basically.

Jerod Morris: Yeah, that’s not a bad philosophy. It’s one that a lot of people follow, I’m starting to learn. What is the non-technology tool that contributes the most to your success?

The Unique (and Surprising) Strategy Pamela Has for Keeping Her Many To-Dos Straight, so She Can Get Meaningful Work Done

Pamela Wilson: I would say that would have to be pencil and paper.

Jerod Morris: Hmm, old school.

Pamela Wilson: Yeah, I know. I write out my to-do list every morning. It’s like a piece of lined paper, and it’s got one of those red lines and a narrow column along the left side. I write the hours of the day — 7:00, 8:00, 9:00, 10:00, 11:00, 12:00, 1:00, 2:00, 3:00, 4:00, 5:00 — however many hours I’m blocking off to get work done. Then next to those hours, I basically write in what I want to accomplish in those different blocks of time. That has been tremendously helpful, just to have a map of my day. It doesn’t always play out that way because stuff happens. Just to kind of have a map of what I’m aiming for first thing in the morning, that has been super helpful.

Jerod Morris: And you go pencil and paper. Do you have a tool that you use to track your to-dos, calendar, and all of that?

Pamela Wilson: Yeah, I’m just laughing because it’s so low tech it’s kind of ridiculous. I have an ongoing to-do list in ByWord. It’s just a document where I have everything dumped that I need to get done. Like we’re recording on a Monday — so I have everything I wanted to get done on Monday, but it’s not in any kind of order. I pull it from there and put it onto my pencil and paper to-do list next to hours of the day.

That’s how I know they’ll actually get done. It’s like, “From 9:00 to 11:00, I’m going to do this thing,” and I have this chunk blocked out for that one thing. It’s like a centralized list where all the to-dos live, and I put them into blocks of time with pencil and paper. Very low tech.

Jerod Morris: But very effective.

Pamela Wilson: Yeah, I’ve tried lots of other tools, and this seems to work better than anything else.

Jerod Morris: Earlier I asked you for the one word you would use to sum up the status of your business as it stands today. You said ‘published.’ If we talk again in a year, what would that one word be? You’re not allowed to say published again with your book with Sonia.

The Possibilities That Keep Pamela Excited, Along with Being ‘Published Again,’ That Is

Pamela Wilson: Jerod, are you serious? I was going to say ‘published’ again. Now what am I supposed to say?

Jerod Morris: Were you really?

Pamela Wilson: Yeah.

Jerod Morris: Did I really steal it? Okay, you can use it.

Pamela Wilson: Well, I am hoping that by this time next year, the book that I’m writing with Sonia will be out, and we’ll be talking about it. I’m hoping it will be out before then. We’ll have to see how it all plays out. I have that second book. I’m starting to get really excited about it.

I think some changes will be coming for the education inside Copyblogger. It was something that Sonia and I met about at the conference last week, but at this point, I’m not really sure what those are going to look like. I’m excited about all the possibilities, but I don’t know what they’re going to look like. I don’t have a word for them because I don’t know what they’re going to look like yet.

Jerod Morris: Okay, but ‘published again,’ that’ll work. That is a big, ambitious goal to get a book out this year, do it again.

Pamela Wilson: ‘Published again,’ and it’s two words. I don’t know, published again, maybe we’ll hyphenate them and make them a compound word or something.

Jerod Morris: Yes.

Pamela Wilson: Published again, that’s a big goal.

Jerod Morris: Okay, are you ready for some rapid-fire questions here to close this out?

Pamela Wilson: Oh yeah, bring it on.

The One Book Pamela Would Insist You Read

Jerod Morris: All righty. If you could have every person who will ever work with you or for you read one book, what would it be?

Pamela Wilson: It would definitely be Predictable Success By Les McKeown, and I’ll send you a link to it. It is a fantastic book about the way businesses grow. It could be an online business. It could be an offline business. But it just explains the stages of growth in a way that’s different than anything else I’ve ever read. It’s super helpful to give you some kind of a map to follow, with some goals to aim for.

Jerod Morris: Hmm, okay.

Pamela’s Ideal 30-Minute Skype Call to Discuss Her Business

Jerod Morris: If you could have a 30-minute Skype call to discuss your business with anyone tomorrow, who would it be?

Pamela Wilson: The funny thing is, it would be Joanna Penn, who I ended up sitting next to at our conference one of the days last week.

Jerod Morris: Oh wow.

Pamela Wilson: She asked me to sit next to her, and of course, I didn’t want to fangirl out too much. I’m like, “I’m sitting next to Joanna Penn!” But she has built a business around books, so I would love to have 30 minutes to ask her. I was too embarrassed to do it during the conference because it’s hard if somebody’s sitting there peppering you with questions. I didn’t want to be that person, you know?

Jerod Morris: Yeah.

Pamela Wilson: I’m very lucky that because of the Zero to Book podcast, I had many, many calls, I mean way more than 30 minutes, with Jeff Goins, who has been through that book-publishing process as well. He’s a successful author, so I got a lot out of my conversations with Jeff. We obviously recorded them all so that other people could benefit from them, too.

Joanna has a slightly different take. She does things differently. She’s a lot about volume of books and building up collections of books that you can then maybe group together and sell. I love that approach, and it’s worked really well for her. Joanna Penn of the CreativePenn.com.

Jerod Morris: Yeah, she really focuses on creating intellectual property assets. By the way, for anybody who is interested, we have a case study with her inside of Digital Commerce Academy. I know from when this episode comes out, we’re actually closing the doors to Digital Commerce Academy for a while, probably until early 2017. If you’re interested in learning from Joanna, you can get in and watch that case study. It was fascinating just to see her life story — where she was, where she is now, and just the whole strategy that she has.

Pamela Wilson: She really approaches it as a business, which I think is fascinating.

Jerod Morris: She does.

Pamela Wilson: I think a lot of people think that writing a book is all about it being a passion project. That is super helpful. It’s helpful to have that passion, but she’s very strategic about it. I love that. I get a lot out of her materials.

Jerod Morris: Yeah, and when you meet someone for the first time at these conferences, you don’t always know, obviously, how they’ll be in person. But she proved to be about as nice, kind, down to earth, and friendly as anybody could be. She was phenomenal.

Pamela Wilson: Absolutely, yeah.

The One Email Newsletter Pamela Can’t Do Without

Jerod Morris: Next question, what is the one email newsletter that you can’t do without?

Pamela Wilson: I am really liking what CoSchedule is putting out these days.

Jerod Morris: Ooh, yeah.

Pamela Wilson: Yeah — they just have very well-researched, well-written, and nicely presented content. I find it very useful. They talk a lot about social media. I come from old-school marketing, so social media is still something I’m learning more about. And it’s always changing. They just have really good, solid information. I enjoy it.

Jerod Morris: Yep.

The Non-Book Piece of Art That’s Had the Biggest Influence on Pamela as a Digital Entrepreneur

Jerod Morris: Next question, what non-book piece of art has had the biggest influence on you as a digital entrepreneur?

Pamela Wilson: This is like the world’s most awesome question, I have to tell you. Nobody’s ever asked me that. I am very inspired by Pablo Picasso’s volume of work, and I talked about it in my book. He just created a lot of work. He just did a lot of work. It’s one of the things that I recommend to people when it comes to content marketing is to just write a lot.

When you create a lot of work — first of all, you’re practicing, so you get better at it — but you just have more of a chance of creating a handful of pieces that become masterpieces the way his work became. Not all of it. He created a lot of work, and I’ve seen a lot of it in museums because he’s one of my favorite artists. What I said in the book is that not everything that he created was a masterpiece. Some of it, it just looks like he was trying to work out an idea, and the idea didn’t quite work, you know?

Jerod Morris: Mm-hmm (affirmative).

Pamela Wilson: But you can see that he just kept at it, kept at it, and then he created a few pieces, they just take your breath away when you see them.

Jerod Morris: Hmm, great one.

Pamela’s Biggest Productivity Hack for Doing Meaningful Work

Jerod Morris: You may have spilled the beans on this one already when we opened up your toolbox, but I will ask you anyway. What productivity hack has had the biggest impact on your ability to get more meaningful work done?

Pamela Wilson: Yeah, well I have a different answer than what we talked about.

Jerod Morris: Oh good.

Pamela Wilson: Yeah, my productivity hack really is breaking down a piece of content into its component parts and then understanding what each part of the content needs to accomplish. That’s actually the premise of my book. Really the guts of Master Content Marketing is this seven-chapter section basically, right in the middle of it, that talks about your headline, your first sentence, your introduction, your subheads, your main copy, your summary, and your call to action.

Once I understood that good content marketing was made up of those pieces, and then I understood what each piece needed to accomplish, it became so much easier. That’s why I wrote the book that way. It’s like, “If you want to write a good first sentence, this is how you do it,” and I devoted a whole chapter to it.

Jerod Morris: Wow.

How to Get in Touch with Pamela

Jerod Morris: Finally, what is the single best way for someone inspired by today’s discussion to get in touch with you?

Pamela Wilson: Well, I’m on Copyblogger every week because I’m now managing the editorial team, as you know. The best place to find me really is on Copyblogger, but they can also find me on Big Brand System. That’s two ways, so it’s double for your money. There you go.

Jerod Morris: Yep, and that is BigBrandSystem.com, yes?

Pamela Wilson: Right, that’s it.

Jerod Morris: Excellent. Well, Pamela, it was fantastic to see you last week at Digital Commerce Summit. It is always great talking with you. Thank you for joining us on The Digital Entrepreneur.

Pamela Wilson: Thank you, and thanks to everyone who listened.

Jerod Morris: All righty, well thank you for tuning into this episode of The Digital Entrepreneur. My thanks, of course, to Pamela Wilson, my guest on this week’s episode. My thanks also to Will DeWitt and Caroline Early, who helped me produce this, and to the great Toby Lyles, who edited this episode for you.

Just a quick reminder, go to MasterContentMarketing.com to check out the details on Pamela’s book. Don’t forget, as I mentioned, Digital Commerce Academy, we’re closing the doors next week. Not closing the doors forever, we’re just kind of shutting the doors for now. We’re going to re-open them in early 2017.

If you want to get in and get access to all of the great education that is in there, including that case study with Joanna Penn that I talked about and Brian Clark’s course on how to build your online training business the smart way, go to DigitalCommerce.com/Academy, get the details, and get in. When we re-open it in 2017, the price will be higher. Don’t forget about that as well.

Don’t forget to join us next week for another brand-new episode of The Digital Entrepreneur. We will be here. We will have another great guest, another great discussion for you. As always. you can find me on Twitter, @JerodMorris. I always appreciate your feedback on the show, so Tweet me anytime. With that said, have a great rest of your week, and I will talk to you next week on another brand-new episode of The Digital Entrepreneur. Take care.

The Transcript

How Will Falconer Stopped Trading Dollars for Hours and Found His Calling

Voiceover: Rainmaker.FM.

You’re listening to The Digital Entrepreneur, the show for folks who want to discover smarter ways to create and sell profitable digital goods and services. This podcast is a production of Digital Commerce Institute, the place to be for digital entrepreneurs. DCI features an in-depth, ongoing instructional academy, plus a live education and networking summit where entrepreneurs from across the globe meet in person. For more information, go to Rainmaker.FM/DigitalCommerce. That’s Rainmaker.FM/DigitalCommerce.

Jerod Morris: Welcome back to The Digital Entrepreneur, the show where digital entrepreneurs share their stories and the lessons they’ve learned so that we can all build better digital businesses. I am your host, Jerod Morris, the VP of Marketing for Rainmaker Digital. This is episode number 30. This episode of The Digital Entrepreneur is brought to you by the Rainmaker Platform. I will tell you more about this complete solution for digital marketing and sales later, but you can check it out and take a free spin for yourself at Rainmaker.FM/Platform. That’s Rainmaker.FM/Platform.

On this week’s episode of The Digital Entrepreneur, I am joined by someone who is passionate about the health and vitality of your animals. He was a conventional veterinarian for seven years, but felt a calling from within that made him move on. Even though he knew that drugs and surgeries for animals worked for the most part, he felt that something was off, that animals needed a new way to be healed.

Today, he hosts a number of vital animals courses, as he wants to share his knowledge of what practices prevent illness effectively, naturally, and sensibly in order to help people who want the best for their animals. He is Will Falconer, and he is a digital entrepreneur.

Alrighty, Mr. Falconer, welcome to The Digital Entrepreneur.

Will Falconer: Hey! Glad to be here, Jerod.

Jerod Morris: Yeah, it’s awesome to have you here. I’m very excited about this conversation. To get started, I’ve always believed that the number one benefit of digital entrepreneurship is freedom. The freedom to choose your projects. The freedom to chart your course. Ultimately, the freedom to change your life and your family’s life for the better. For you, outside of freedom, what is the biggest benefit that you have derived from being a digital entrepreneur?

Will Falconer: I’d have to say my biggest is reach. I’ve been a homeopathic vet for 25 years now out of my 37 or 38 as a vet. I found myself trying to fix broken animals one at a time who’ve been damaged by conventional medicine, mostly. All man-made disease. In the last five or eight years, I really realized that I’ve got to get out in front of that prevention that’s damaging them and teach on a much wider scale.

Having a digital teaching ability has been huge. Now I’m able to get in front of — instead of one-on-one — 100 people. I’m on the cusp of bringing that up to a much bigger audience.

Jerod Morris: What’s so fascinating about what you’re doing … We hear so much about us as humans how much we’ve been impacted by over-prescription of medication and poor diet, all of these different things. It’s interesting to see you applying that to animals. Are you on the cutting edge of that? Of getting this message out there?

Will Falconer: I am. I think I really stand alone in being — I guess radical is the right word. I’m literally realizing that we’re causing the damage that these animals are then coming back to the vet for. We’re over-vaccinating them. We’re sending them out the door with devitalized food. We’re recommending — “we” meaning my conventional colleagues, I don’t do this anymore — sending them out the door with poisons that kill flees that you were supposed to just drop on their shoulders. That say on the label, “Oh, by the way, don’t get this on your skin. Don’t eat. Don’t drink. Don’t smoke while you apply this to your dog.”

All these things are adding up. It’s been a complete correlation line in my graphing of this situation where the more an animal visits a vet, the sicker they end up being because of all these interventions. There’s a huge parallel.

Jerod Morris: That’s a vicious unfortunate cycle. My goodness.

Will Falconer: Yeah.

Jerod Morris: What’s the response been? Have you found that these messages are met with some skepticism, or do you think that because we’re all starting to see this in our own lives as humans that people are receptive to it with their animals too, like it makes sense?

Will’s Audience Comes to His Defense

Will Falconer: Yeah, it goes both ways. I have a lot of following on my blog. I’ve been blogging now for about five years at VitalAnimal.com. A lot of people are resonating with the message. They’re saying, “This guy’s honest and he’s shooting straight, and he gives us all sorts of free information. We trust him. We really like what he’s saying and we trust him.”

I wrote a blog post that spoke about a client who wrote me and said, “I get shakes when I go to my veterinarian because she does this and she does that. If I miss a vaccination by a month, she makes me go through two more.” I wrote a blog post called something like: “Have You Been Abused by Your Veterinarian?” She was, basically, and it was her story.

Conventional colleagues piled in and said, ” It’s a bad thing he’s doing,” and yet they didn’t have anything substantive to add to the conversation. I had a pile of people on Facebook who were giving me negative reviews. And then, lo and behold, the magic happened, which was my community jumped to my defense. I was busy making a course. My latest course is out now, and I was busy building it, and I didn’t have time or, really, inclination to keep up with all the chatter on Facebook.

My community came to my defense and said, “Tell us what you’ve got that says we should be vaccinating — every year — our dogs.” They had nothing except screams and protests that, “He’s saying bad things,” and yada-yada-yada. They took the high road, my people did. They ended up forcing the hand of these people, and these people withdrew their negative reviews. It was really brilliant.

Jerod Morris: Wow! The power of content and authority. That is when you know that you have a great audience, when they come to your defense like that. That’s phenomenal.

Will Falconer: Yeah, it really was. I looked late at night one night before falling asleep and I said, “Just let me see how this is going.” All the negative reviews were replaced with positive reviews. It was just like, “Wow, that’s amazing!”

Why Will Decided to Stop “Trading Dollars for Hours”

Jerod Morris: Wow. That is awesome. Let’s go back. I want you to take us back to before you became a digital entrepreneur. What were you doing and what was missing that led you to want to make a change?

Will Falconer: As I mentioned, really just working one-on-one. I’ve been a specialist in this field. There’s just a relatively small handful of us who are certified veterinary homeopaths. Like everybody in a busy veterinary practice, we’re busy with patients. That’s where I was buried. I consult with people both long distance on the phone and I consult with people here in Austin where I live.

If I was out of the office — I like to travel to India and spend a few weeks or a month — my income would go to zero because I was there trading hours for dollars. That’s life before digital entrepreneurship. Afterwards has been totally different. One of the test cases was a few years ago when some affiliate income and some ebook sales pretty much replaced my month away with a darn near amount of income. I went, “Okay, this is doable.”

Jerod Morris: Wow. Very cool. Now, there’s a story that also helped lead to an epiphany. I think I was reading it on your website. Could you share this story of how your own cat Cali led to your “aha” moment?

Will Falconer: Oh, yeah. This is when I was really just a budding homeopath. I was probably in the middle of round two of studies that went five segments in a year. My own cat came struggling back home. A teenage bride who’d had her kitties die within her womb. She came in dragging herself and skinny. We hadn’t seen her for a few days, and this foul-smelling discharge was coming out of her womb. Boy, in the old days I would have hammered her with all these antibiotics. I just said, “No. I know that homeopaths of old have cured things worse than this with nothing but homeopathic remedies. Let’s give this a run.”

I found a particular remedy that read really well for her symptoms and I gave it to her. It’s a remedy made especially for things that happen during the puerperal period, meaning around the birth period. Lo and behold, she just turned around, on a dime almost. These things don’t go away in an hour, but it seemed like literally within hours she was perking up. The discharge slowed and started to smell more normal.

Within just a couple of days, she was back up eating full-on and acting totally normal. I went, “Okay. That’s the power of this medicine? There’s no way I’m going back to the old style of drugs and harmful things.”

Will’s Journey to Digital Entrepreneurship

Jerod Morris: How important do you think that personal story of yours — that personal connection that you have — has been in telling your own story and then attracting people? Getting people to be attracted to you and trust what you say.

Will Falconer: I think it’s huge. They know I’ve been over that road, and I have so many cases in my history now that I can pull from. People who I’ve never met who write me and say, “I went through this and I found a homeopathic vet, a colleague of yours, and they pulled my dog out of the fire. He got so much better.”

Or, a common one is, “We changed my dog who was struggling and struggling with the veterinary treatments of the day, and we finally just said, ‘Enough. We’re not going to anymore.’ We took him off a cereal food — a kibble they call it — and we put him on a raw food diet that’s balanced and more like what a wolf would eat. Slowly but surely he climbed out of the trenches and he got better. He’s never looked back, and we haven’t had any more drugs since. We didn’t need any.” I get stories like that to pull from all the time.

Jerod Morris: Tell me about the milestone or moment in your career as digital entrepreneur that you’re the most proud of.

Will Falconer: Probably it would be this very last course that launched. I set my price at a higher price point. It scared me a little bit because I’d had a nice turnout. I think my first course was only $197, and then my second one doubled that and it went up to $497. I had a few tiers. This one, I said, “I’m really going deep on this. I want to teach people how to raise their puppy from even preconception — which homeopathy can affect — all the way up to the first year, which is where all the decisions are made that could affect the trajectory for the life. I’m going to charge $997 and see how we do, because I think it’s really worth a lot, especially when you contrast it with what could be spent from chronic illness that results from prevention done wrongly.”

I had not as much as I figured would come in, but the people that came in — there’s 54 students — they were enthralled to be in and to be learning from Dr. Falconer. “We’ve heard so much about him.” Several of them had taken courses. I gave my past alumni a nice hefty discount. Probably one of the funniest things was a golden moment. Once the cart closed, I still had a day to release the course to everybody. I said, “Now, it’s coming out tomorrow, so hang in there. We’ll all get together. You can chat on Facebook and introduce yourself.” Someone got on Facebook and said, “Now I know what an iPhone launch is like when I’m waiting in line for the latest iPhone. I’m so excited to be here.”

Jerod Morris: That’s awesome.

Will Falconer: It’s continued. We did our first live webinar over the weekend and we’re on week two now, and everybody is just enthused and really happy to learn the stuff. There’s no mention of, “it’s too high-priced.” We’re getting value transmitted here. It’s real obvious. That’s probably the pinnacle of my digital entrepreneurship so far.

Jerod Morris: How important was it for you as you were making the case for this higher price to really contrast it against what people might have to pay at a vet? That seems like it would be a really important case to make, especially as you’re trying to go up to that higher price point. Is that something that you tried to do?

Will Falconer: Yeah. It was definitely a part of my sales page. In my pre-launch videos, the last one of … I did three in Jeff Walker’s style. In the last one, I interviewed an old client from 20 years ago who Skyped with me from Mexico where she was with her pack of dogs. She basically told the story about how what I taught her 20 years ago has served her through three generations of Akitas, these big dogs that are just fury love balls. She said, “You know, we really don’t have any veterinary expenses.” I said, “How has that affected your budget?” She said, “It’s big. It’s huge.”

“We originally came to Dr. Falconer, because we had this dog who was going down the tubes and conventional medicine seemed to be making things worse. He used homeopathy and it turned the tables and everything got well. But what we learned about raising animals stayed with us, and we were determined to do a differently for the next couple of generations.”

That story alone was really a golden opportunity. I brought it out again in the sales video and in the sales copy to say, “The commonest disease of our time is now allergies. Allergies are a chronic disease. It means your dog is going to be scratching and chewing and making holes in her hide and losing hair. Between allergy testing and allergy treatments and years and years of really no cure, you are going to quickly spend thousands of dollars.”

The other part of the equation was I had many people who had come to me after trying conventional medicine to cure these chronic cases and they’d say, “I’m really sorry to be finding you so late, but we’ve already spent multiple thousands of dollars and our dog is still not well.” It was easy to bring that forward and say, “That’s what you’re looking at if you do this prevention wrong.”

Jerod Morris: Wow. Those are some great testimonials to have.

Will Falconer: Yeah. They really were.

Jerod Morris: On the flip side of that, tell me about the most humbling moment in your career as a digital entrepreneur. And most importantly, what you learned from it.

The Moment that Led to Will’s Realization That He Could Make a Difference

Will Falconer: It was humbling to see that I had a message that was resonating with people. I started out blogging to the ethos. I didn’t really have any list. There was almost nobody reading my stuff, and yet I just kept plugging away. I was following Copyblogger at that time and I was just saying, “I’m going to give free content and valuable content and I’m going to keep at this, and something’s going to come of it.”

For the first nine months or a year, year and a half, it was pretty much crickets. I’d have a few comments here and there. Then it finally got going like a steamroller. It was humbling to know that I was touching so many people in such profound ways. I would have these heartfelt emails coming in after a blog post and a lot of real engaged comments after a while when I reached that tipping point.

I really saw that I could affect a lot of change. It helped me realize that I couldn’t just keep my game small. I had to bring it to a larger audience. In fact, I’ve had an ebook that’s dribbled along for a long time about how to prevent heartworm without drugs. While it’s had great responses, I brought it out in this past spring when I invested heavily in my digital career and said to my people, “I want to bring this out to a much larger audience. I invested more in how to do this than I have in vet school for four years. I’m going to offer a 50% discount for anyone who wants to buy this ebook and audiobook combination.”

I launched it for just four days, a very quick launch. People stepped up and bought that book even if they already owned it, because they really love the message that “I’m going to get out in front of this prevention that’s causing damage.” That was humbling and inspiring, to know that I had these people really behind me. That they saw I was honest and solid, and I was offering something of value and I wanted to reach a wider audience. They were going to help me do that.

Jerod Morris: Gosh. I’m sure there’s somebody who is listening to this right now who have been at this for a while who can really relate with you start out and you’re blogging to the ethos and it’s crickets. Eventually, it does turn into a steamroller if you keep at it, if you have that stick-to-itiveness. I have to assume that part of what kept driving you to keep going even when it was crickets was your passion for this project, for this topic. If you weren’t so personally invested, do you think is something that you would have kept going at and that you would be doing right now what you are doing?

Will Falconer: No, I’m totally invested in it. I tell it to the reader. I say, “I think these vital animals can change the world one shiny, bright, healthy animal at a time, because they’ll be an example.” They become magnetic. They draw people to them. They go, “Oh my gosh! How did he get so healthy? He feels so soft. His eyes and his teeth gleam and he’s well balanced in his behavior.” They come up to an animal owner at a dog park and ask these questions. Then a conversation begins, “Oh! You don’t vaccinate him anymore. Interesting. You feed him a raw diet. You’re preventing heartworm — this supposedly killer disease — without any drugs. That’s amazing! Tell me more.” Yeah, it’s the passion that I have that keeps me in it for sure, and that’s kept me just plugging away.

Jerod Morris: All right. We’re going to take a short break. We’ll be right back with Dr. Will Falconer to find out his one word. Stick around.

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Now, back to my interview with Will Falconer.

All right. We’re back. Let’s fast forward to now. What is the one word that you would use to sum up the status of your business as it stands today?

Will Falconer: It is growing at rocket-speed. I’ve combined what I learned from Copyblogger and my experience blogging with Launch Learning from Jeff Walker. Between the two, it’s been like this rocket ship ride upward now. I’m reaching way more people and growth is just … Finally, my list has gone from hovering around 5,000 to well over 10,000 in this last launch. It’s just up and up from here.

Jerod Morris: We will officially file the one word as “rocket ship.” I like that. Very descriptive. Things are going great, which is phenomenal. It’s great to hear. What is your biggest pain point though as a digital entrepreneur right now?

Why Will Is Striving for More Balance in the Next Year

Will Falconer: I think it’s still probably finding the balance to get everything accomplished that I want to. I don’t want to completely let go of practice, because that’s fulfilling in itself. Yet I’ve dialed it back. I’ve raised my fees. I’ve discouraged new clients for a while, especially while I was launching this course.

It’s keeping a hand in that while growing a digital presence ever bigger. Wanting to reach that point where I’m not spending seven days a week, which I have been for quite some time. Not necessarily all eight hour days or anything. I’ll sneak away. Just getting to that point where I’m more automated, less involved on a day-to-day, hour-to-hour basis.

Jerod Morris: How are you trying to do that? What are some ways that you’re trying to become more automated?

Will Falconer: Now that I’ve got some courses in the can, I’m exploring a membership site idea. I’ve had a free membership that’s been very popular for a long time, but I’m exploring how to take that — again, without tying a ball and chain around my leg — to bring people in at a regular income level so I’ve got some stability. It’s great having a course to launch. Now that I’ve got a couple in the can I can re-launch them, of course. But that’s a real episodic income. I want to explore more about how to get a membership site rolling and keep it stocked with useful content. But not to where I’m having to feel pressured about creating forever.

Jerod Morris: Trying to find some recurring revenue model to go with the launch model that you have with the courses.

Will Falconer: Yes.

Jerod Morris: Is it just you, or do you have a team or virtual assistants that you work with?

Will Falconer: For the last two courses, I’ve hired a tech helper to be behind the scenes in Rainmaker to make sure that I don’t have to think about that because I’m so busy with so many other plates on sticks spinning in the air. I’ve found a tech person now who’s really in with both feet on Rainmaker who has helped me.

I’ve just, this time, hired a couple coaches in exchange for my course. They’re right up at the top level of all my students, so they’re in there fielding questions in my Facebook forum, my private group that people are discussing this course on. I’m going to keep them on board, one way or another. They’re just extremely valuable. I’ve had a transcription person. Just odd jobs here and there, not a steady employment. I’m not sure I want to change that model too much. I’m really happy with it right now.

Jerod Morris: When you say coaches, not coaches for you, but people who are really good students and they’re now helping you coach the other students who are in there in exchange for free membership in the course?

Will Falconer: Exactly.

Jerod Morris: Got you. I want to talk about the courses a little bit. I think you said that your courses for 2016 have closed. Your launch just ended, so the doors have closed for 2016. I’m curious what lessons you’ve learned from this year’s courses and from your latest launches in addition to what you talked about with the pricing, and how you intend on applying those lessons to the future.

The Important Lesson Will Learned from His Latest Online Course

Will Falconer: I think I learned that I probably started out a little too low. I didn’t really have a feel for a price point when I began. I’m an expert. I’ve got authority coming out of my ears. I’ve been doing vet work for 36 years and I’ve been on both sides of the fence.

It was a little bit of a sticker shock when I finally went to $997 on this last course. But what that’s done, I think, is it’s laid a really good groundwork for future courses. A suggestion was made from an expert I listen to, to come with a piece of this larger course and do a deep dive with it, probably early next year. I’ll give a specialized smaller chunk of a course and I’ll likely market it down around $297, $397, something like that. It will likely bring in all those people who said, “I really wanted to learn from you this time, but it was just out of my range.”

This one deep dive is a pain point that many pet owners write me about. I’ll be able to offer that at a more affordable level. My vision is — we’ll see if the hallucination comes true — that they’ll pile in at this lower price point, appreciate the knowledge they’ve gotten for it — a relatively small chunk of important knowledge that helps them through a pain point — and then be ready to step up to a higher-priced course when it comes back out again because they’ll see the value of my teaching.

Jerod Morris: Very smart. Let’s open up your toolbox, if you don’t mind. What is the one technology tool that contributes the most to your success as a digital entrepreneur right now?

The Tools Will Finds Contribute the Most to His Success as a Digital Entrepreneur

Will Falconer: If the Rainmaker Platform counts as a tool, although it’s a multi-armed tool, I think that’s the one.

Jerod Morris: We’ll count it. It’s all-in-one. We’ll count it.

Will Falconer: Yeah. The ability to blog. I have yet to jump in on RainMail, but that’s coming real soon. The ability to send these courses out to people easily and have them get in and log-in and get all their free membership stuff. That’s been the most powerful thing.

Jerod Morris: What is the non-technology tool that contributes the most?

Will Falconer: A book that made a huge difference that I got for next to nothing, or maybe it was free, was Jeff Walker’s Launch paperback book. That’s set the trajectory for me to say, “Okay, I’ve got Rainmaker in place. I can teach. How about getting a launch that attracts people, turns it into an event, gets all these triggers like reciprocity and scarcity in play, and helps people get off the fence and make a decision. ‘Yes, I’m going to jump in and buy this.\’”

That was huge. I’m not a big reader of things that aren’t online, but I got this in paperback form and I dove in and I went, “This is going to make a huge difference,” and it’s proved to do so.

Jerod Morris: You had Rainmaker first and then found the Jeff Walker book to help you then maximize Rainmaker, or was it the other way around that you found the book and then needed the tool to help you make it happen?

Will Falconer: No, I was an early adopter with Rainmaker. I got in right at the get go. Launch came along probably a year in.

Jerod Morris: Got you. Okay. Earlier, I asked you for the one word that you would use to sum up the status of your business as it stands today. You said, “rocket ship.” “Growing at rocket speed,” I believe was the exact phrase. If we talk again in a year, what do you want that one word to be?

Will Falconer: Balance. I want to have that steadier, less-intense time commitment, and yet still be serving a large amount of people and having more time to pursue things that are non-work related.

Jerod Morris: Alrighty. Are you ready for some rapid fire questions here to close this episode out?

Will Falconer: Sure.

Jerod Morris: Alrighty. If you could have every person who will ever work with you or for you — or in this case, really, let’s say any person who will be a student at one of your courses as well, we can look at it that way. If you could have those people read one book, what would it be?

Will Falconer: Quite different between the two groups.

Jerod Morris: Yeah, I’d be interested in both answers, actually.

Will Falconer: Okay. My students … one book. It’s hard to narrow it down to one. There’s a lot of good things out there. Although it’s come out in probably third or fourth edition, the students can learn a lot from my teacher in homeopathy, Dr. Richard Pitcairn. He’s got a book called The Complete Guide to Natural Health for Dogs and Cats. He’s had since I got my start in holistic medicine 20, 25 years ago. Something like that. For the people who are in the digital world as entrepreneurs, I think that paperback book called Launch was a game changer for me.

Jerod Morris: Launch by Jeff Walker.

Will Falconer: Yeah.

Jerod Morris: Cool. All right, second question. If you could have a 30-minute Skype call to discuss your business with anyone tomorrow, who would it be?

Will Falconer: Brian Clark. I’d get on the horn with him in a minute.

Jerod Morris: I think since I’ve started asking this question, he’s gotten about half of the responses. I’m just going to start booking appointments for him on his calendar. He’ll wonder where they’re coming from.

Will Falconer: Yeah.

Jerod Morris: What’s the first question you’d ask him?

Will Falconer: I think what I’ve got is a whole lot of valuable content that I haven’t really gotten focused into driving income. So how to take that valuable content and turn it into funnels that bring people step-by-step through what I’d like them to know and to come out on the other end with a steady income.

Jerod Morris: That is a great question. Wow! I’d like to hear his answer to that too. What is one email newsletter that you can’t do without?

Will Falconer: I pretty much read everyday Seth Godin’s newsletter. The smaller they are, the more pithy they are, the more I appreciate them.

Jerod Morris: Yeah. That’s a great one. What productivity hack has had the biggest impact on your ability to get more meaningful work done?

Will Falconer: I think a big one for me has been, because I write so much, it’s been using Scrivener to have lots of pieces that I can juggle and play with. When I’m writing something I love to have that broken down into subheads and content pieces under those subheads. If I decide the order is wrong, I can easily just drag one up or drag one down. It’s such a great tool for such an inexpensive price, that it’s changed the way I write.

Jerod Morris: I’ve heard a lot of good things about Scrivener. I think I’m going to need to use it too, for a couple of my projects. Finally, what is the single best way for someone inspired by today’s discussion to get in touch with you and to learn more about how to take better care of their animals?

Will Falconer: They would just go to VitalAnimal.com and dig in. There’s a contact page there, of course, to reach me directly. It takes you right through a whole lot of good content about things that you can do right from the get go about feeding, about thinking about vaccines. I’ve got a Begin Here page, for instance, that’s got some of my top content in it.

Jerod Morris: Yeah. I recommend that people check this out. Not just to learn more about how to take better care of their animals, but also from a meta perspective. How you’ve set this up with your content that leads people to the courses — obviously you’ve been very successful with it. I think your site is a good example for how to do that and how to set that up properly. Another good reason to go there. That’s VitalAnimal.com.

Will, thank you so much for being here. This was a pleasure. I really appreciate you sharing your stories and your lessons with us here on The Digital Entrepreneur.

Will Falconer: Thanks for having me Jerod. My pleasure.

Jerod Morris: Sure. We’ll talk soon.

My thanks to Will Falconer for taking the time to join us on this episode of The Digital Entrepreneur. My thanks also to Caroline Early and Will Dewitt for helping me out on the production side. Of course, Toby Lyles and his great team at 24 Sound for editing it, putting it all together, and making it sound good.

Of course, my thanks to you for being here and listening to this episode of The Digital Entrepreneur. I always greatly appreciate your support and you lending me your ear for the half hour, 35 minutes, 40 minutes — however long we’re here talking.

One last reminder, go to Rainmaker.FM/Platform. Check out the Rainmaker Platform. Take it for a free test drive. You will like it. But don’t take it from me, go check it out for yourself. Rainmaker.FM/platform.

All right. I will talk to you next week on another brand new episode of The Digital Entrepreneur. Take care.