Growth Letter #19
Whoops! Did you miss your weekly dose of growth inspiration?
Last week I was sick and uninspired and I wasn't able to find the energy to write this Growth Letter. But I'm back and full of energy (and new growth stories!).
NOTE: You might start seeing these letters on random days of the week. This is the marketer in me who loves to experiment and see what works best.
4 WAYS THIS LETTER CAN INSPIRE & HELP YOU GROW.
The incredible journey of Emily
What is MRR (and why should you care as a small business owner)
How Lea makes 25K+ per month from her membership
Actionable growth tip: Create predictable revenue for your small business
✨ THE INCREDIBLE JOURNEY OF EMILY
I know this cool copywriter girl
Her name is Emily
She started an email club
And they're like one big family
This club gives her MRR, aka Monthly Recurring Revenue
But more importantly, it lights her fire
Before she started she had no clue
But then she decided I should be her first hire
She was making well over 6 figures
Exchanging time for money
But she wanted to go bigger
Why? Because she deserves it, honey!
Ok ok, I'll stop the rhymes here ☺️
But my point?
Emily has been applying the CARE (Captivate > Amaze > Receptive > Enthusiastic) flywheel that I teach in the GYM in her business.
And it keeps growing and expanding (with a lot of enthusiasm from everyone who works with her).
You see, her club started with ONE member.
Other people would have probably given a refund and quit.
But she believed in this idea.
She knew she could grow this.
So she kept talking about her club.
Consistently.
On her socials.
In her newsletter.
She kept Captivating new leads and Amazed them with consistent and incredible content until they were Receptive to joining the club.
And now? She has a whole group of women who Enthusiastically “sell” the Club on her behalf.
Her 10K Email Club now has an awesome group of incredible female founders and those in it are completely obsessed (their words, not mine 😎).
The best part is that this is just the beginning of Emily's scalable business journey.
(The second best part is that I proudly contribute to her strategy and growth! 🤫 Pssst, we're working on even BIGGER plans for this year!)
HOW OUR STORY BEGAN (FROM SINGING ON CRUISE SHIPS TO INTERNATIONAL COPYWRITING BRILLIANCE).
In 2019, Emily applied for a copywriting position I had opened in my team.
At the time, Emily was singing on cruise ships. She had no experience as a copywriter apart from a travel blog she had.
But there was something about that girl.
I discussed with a couple of colleagues if I was making a mistake by hiring her. Both confirmed that my gut was right and that I should give her a chance.
(Oh, I'm so happy I did.)
I coached her and gave her all the tools she needed to succeed in her role back then.
And the rest is history.
She has thrived in everything she has done ever since.
She has big clients like the period and ovulation app, Clue.
Her copy has been seen on BIG billboards around the world.
#soproud
PS: Emily is hosting a FREE (she rarely ever does free stuff) Masterclass on Messaging next Tuesday, March 26th at 11 am ET (4 pm CET).
This is your chance to learn from the best how to market your biz and be unapologetically authentic.
Grab your spot HERE (140 fierce founders already signed up)
💰 WHAT IS MRR (AND WHY SHOULD YOU CARE)
Emily's story brings me to a metric that small business owners need to know about: MRR.
MRR stands for Monthly Recurring Revenue and tech companies with subscription-based models are obsessed with this number.
And you should be obsessing with it too.
MRR can offer small business owners recurring and PREDICTABLE revenue.
How do you get MRR?
With subscription or membership business models (like Emily's with the 10K Email Club or my client Maria who's growing a Sipper's Club).
Example:
If you have 50 people paying you for a membership at €250/month >> that gives you €12500/month
If you have 200 people paying you for a subscription at €59/month >> that gives you €11800/month
And so on…
Is it quick to grow?
No.
But nothing really is, right?
🚀 HOW LEA MAKES 25K+ PER MONTH FROM HER MEMBERSHIP
Lea is a LinkedIn trainer. She has 2 businesses.
In one she trains companies, CEOs, etc. who are looking to elevate their brand on LinkedIn.
In the other, she hosts a membership community called The Holt, where she also helps people grow on LinkedIn.
She has over 450 people in this community, paying her GBP59/month.
That's over 25K MRR.
Each time she opens the doors (once a month for the past few months) to the membership, she lets 25 people in.
Her waiting list is at 600 people and in the last 2 months those 25 spots are gone in about 10 minutes.
Of course, Lea didn't build this overnight.
And a lot can be said about her success (I love using her example of differentiation in the GYM and you'll definitely hear me telling more stories about her).
But what she has built now gives her predictable revenue!
It took her time, tons of effort, and a powerful personal brand to get this membership here.
ACTIONABLE GROWTH TIP: CREATE PREDICTABLE REVENUE FOR YOUR BUSINESS
Emily is growing her membership with her 10K Email Club.
My client Maria is growing her Sipper's Club membership (that's a story for a future Growth Letter though!)
Lea has grown her membership to 25K plus.
If Maria, Emily, and Lea can create MRR - so can you.
MRR shouldn't be just an obsession of tech companies. It should be your obsession too.
So here's your actionable growth tip:
You are already sitting on a mountain of value.
Your experience, your skills, the tools you dominate.
How can you pack this up in a subscription/membership model?
What could you offer it in a paid membership? Some ideas:
Prompts for content
Personalized feedback
Group coaching
Ready to use templates
Videos
Guides
Tutorials
Masterclasses (with you or with guest speakers)
Remember you only need to be 2 steps ahead of your ideal client. They'll be paying you to learn HOW you got those steps ahead.
Now go in peace…
And make money, please.
(started with rhymes, finishing rhymes - well, kinda 😂🙈).
Can I help?
The G.Y.M.
Join the next G.Y.M. cohort.
This is a 12-week marketing program that will help you build a marketing strategy, plan, and build a sales funnel.
Gymers get a ton of personalized feedback and support from me, so the spots are limited.
The best way to ensure you'll secure yours is by jumping on the waitlist HERE.
G.Y.M. "Waitlisters" will also get a special discount and bonuses.
“There is business idea before and after GYM! I feel I'm doing with this program in 3 months what I wouldn't have even accomplished during this year. I love your structured sequence approach and the hands-on factor pushing the team to deliver piece by piece, one week at a time.” - Pedro, a very enthusiastic GYMer
PS: This letter was written by a real human.
