Because of today’s economy, fear envelopes the market, and businesses are slow. Unlike most businesses, Kendra Perry achieved to grow her business. In this episode, she unravels her secret to increase the revenue by 40% in 2023. The three strategies she talks about are growing your email list, creating a passive sales funnel, and launching successfully. Kendra also discusses these topics in the previous episodes: Episodes 174, 193, and 200. So, what are you waiting for? Be inspired to grow your revenue as well, and tune in to this insightful episode with Kendra Perry today.
Register for the 6-Figure Offer Challenge on January 8th: https://go.kendraperry.net/6-figure-wellness-offer-challenge
Watch the Hair Tissue Mineral Analysis Training video: https://go.kendraperry.net/practitioner-training
Resources mentioned:
Episodes mentioned in this episode:
Episode 174: How I’m Using DM Automation to Grow My Email List
Episode 193: Makin’ Money in My Sleep: My Passive Sales Funnel Secret
Episode 200: Secrets from My Most Successful Launch Ever!
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Listen to the podcast here
3 Strategies That Increased My Revenue By 40% In 2023
I have to tell you, I’m a little bit bored. Not bored on this show. Not bored because we are hanging out, but I’m a little bit bored because it’s that time of year where I live where there’s nothing to do. Don’t get me wrong, I love where I live. It’s paradise. It is my favorite place on earth, but November is not my favorite month. At the time of this episode, it’s almost December 2023. I’m a couple of weeks behind. I like to do some episodes in advance.
The reason why there’s nothing to do is because there’s snow on the ground and it’s quite cold. While I probably could do some mountain biking, I don’t have much desire to do that. I don’t like to sweat that much in the cold because when I mountain bike, I sweat like a beast, and then I get all chilled, and honestly, it’s not fun for me.
This 2023, we have had minimal snow, which isn’t too unusual. The past few seasons have been a slow start to the season. The ski hill is supposed to open. We are starting to get snow and then it looks like a week of snow. I’m excited because if you have been reading this show for any amount of time, I love to ski, and in the winter, my whole schedule shifts. I make sure to not do anything for the most part before 1:00 PM. I try to take all my meetings and stuff and do anything I need to do in the afternoon so that if a powder day happens, I can always go skiing.
There are only two Wednesdays a month and this is when I host my Health Coach Accelerator call at 9:30 AM. Those are the only days that I can’t go to the ski hill. For me, missing out on a powder day is the worst thing ever. I have so much FOMO and I’m just miserable. For me, I need to clear the schedule before 1:00 PM during the week because me and my partner, and he grew up here, he’s not as frothy as me. I’m super frothy about the powder, but we like to get up for the first chair.
We get up before the chairlift even opens and we get in line. I like to think of it like a church. I’m not into any institutionalized religion. I don’t go to church, but it feels like church because the whole community is up there. You see all your friends. You see everyone you know from the town and you hang out and you obsess over the snow and how good it’s going to be. You enjoy nature and the energy of being in the mountains. I love that. We get up early and we may only do maybe 4 or 5 laps, but honestly, 4 or 5 laps is enough to make me feel so good about my life. We come home and we do a little bit of work.
That’s very much our winter life. Although we never know what the season’s going to be like and the fact that there’s not a lot of snow now doesn’t mean anything. Sometimes it’s a slow start and then it comes on strong. Fingers crossed because the only thing I’m doing right now is going on lots of walks, which is nice and I’m going to my strength training sessions, but that’s about it.
I’m watching a lot of reality TV, and I have to say there’s so much good reality TV on right now. I’m overwhelmed by it. It’s a good time of year to be doing that. I do some reading too, but sometimes at the end of the day, running a business requires you to make a lot of decisions and a lot of your head space. At the end of the day, sometimes I want to zone out and I don’t want to have to think, and honestly, I don’t think there’s anything wrong with that.
Let’s stop talking about me and let’s get into the episode because I wanted to tell you about 3 strategies that I used in 2023 that helped me increase my revenue by 40%, which is a big increase in revenue. A lot of businesses would only hope to increase their revenue that much, and honestly, it’s a big achievement because we all know what’s going on with the economy right now. There’s a lot of fear. There’s a lot of buyer hesitancy. Through all that, I have managed to grow my business every year.
The only year I didn’t grow my business was in, I believe, 2020. I can’t remember, but one year I made a little bit less money and that’s because the year before I’d run my high-ticket mastermind, and then the year after, I decided not to do that. I did see a little bit of a dip in income. Since then, I have been growing consistently at a fairly big rate, which is in contrast to a lot of other business owners. A lot of other business owners are struggling right now. They are seeing dips in their income. They are decreasing in size. I wanted to share with you what I did this 2023 that helped boost my income and hopefully, it will give you a little bit of inspiration that you might want to implement into your business.
DM Automation In Instagram
The first thing that I believe led to a lot of growth this 2023 for me was DM automation in Instagram. I went into exactly how I’m using this in Episode 174. You may have interacted with me in this way on Instagram, if you want to see what I’m talking about, go to any one of my posts and comment the words Social Sales.
What’s going to happen is I’m going to instantly send you a DM, which is automated. You are also going to get a comment in response to your comment that says something like, “Go check your DMs,” or, “I’m sending it to your DMs,” or something like that. You are going to get an instant DM for me that is going to ask you, “Do you want this thing?” for this freebie in particular. This is my cheat sheet, Ten Posts to 10X Your Social Sales.
Great freebie. One of my most popular ones. It’s going to say, “Do you want this?” You are going to click a button and then it’s going to ask for your first name. You are going to type your first name right into the direct message. It’s going to ask you for your email, and then you are going to type your email right into the direct message.
That information is getting sent over to my email marketing software, ConvertKit, and then I’m going to drop the link to the freebie. This isn’t the link to the landing page. This is the link to the actual resource because I already have your information in ConvertKit. You will also receive an email that delivers the freebie, but you are also going to get it right in the direct message.
This is an unbelievable way I have found to grow your email list because historically, call-to-actions on Instagram have been a bit clunky. After all, you don’t get that clickable link in a post. You needed to have 10,000 followers to get that swipe up on stories. Now everyone gets a link, but something I have noticed is that when I use the link sticker in my stories, it kills my views. I don’t know if you have noticed that as well, but that is something that happens to me all the time.
I don’t use the link sticker very often. What I do is this DM automation because the thing is Instagram wants to keep people on the app. When you have an external link, it sends people off the app. They can get distracted and maybe they are not going to come back. Social media platforms want you to spend as much time as possible on the app. They want you to see all the ads. They want you to have a great time to spend all day on Instagram.
They don’t like it when you use external links. They punish you. These are the only words. Maybe they are not punishing you, but it’s the only word I can think of for that. I prefer to have people either comment on a post or have people reply to my story with a word. This happens through a company called ManyChat. There are other companies that do this, but I only recommend ManyChat because they are partnered with Instagram, meaning that you are not going to get banned for using your thoughts. They encourage this.
You set this up in ManyChat. I don’t set it up personally. I have had someone else set it up for me, but I have heard it’s not that tricky to set up yourself. Honestly, it’s pretty inexpensive to hire someone to do it for you. I highly recommend doing this for all your free offers. It is all set up in ManyChat so this all happens automatically, which is very cool because when you don’t get a clickable link in your post, you tell people to go to the link in your bio, but how many people are going to the link in your bio?
It requires them to click out of the post over to your profile, onto your Linktree, and then if you have a bunch of links in there, they have to find the link. I honestly think that’s too many steps and that’s why I felt Instagram wasn’t the greatest way to grow your email list. Now with this ManyChat DM automation, I’m finding it quite easy to build my list through ManyChat.
The other great thing about this is it increases the reach of your post. If you have a lot of people commenting on a post, it helps the post do better, and the main call to action is a comment and it’s simple. People want the thing. They need to comment on two words or something like that. They get an automatic comment back from me. For every 1 comment, there will be automatically 2 comments because there will be that automated comment from my account.
If you go check out my account, I have posts that might have 90, 100, or 200 comments on them, and that’s usually my many chat ones where I’m delivering some freebies. They are commenting to get it, and then that helps the post do better. The great thing too is people don’t have to leave Instagram to get the free thing. It all happens in direct messages and Instagram likes that because it keeps people on Instagram. That’s been a great thing for growing my business because it’s helped me grow my email list, which is very cool. I’m a big fan of that. I have it set up for every single one of my free offers and I will continue to use it in the future. I highly recommend that.
Evergreen Funnel
The second thing that might be the biggest one is the evergreen funnel that I set up for my program HTMA Expert. This is my Hair Tissue Mineral Analysis course for practitioners. It’s the main source of my income. I don’t do a lot of marketing for it. It’s a very hyper niche. This speaks to the beauty of having a very specific niche because Hair Tissue Mineral Analysis for Practitioners is very hyper-niched. That program makes me so much money. I don’t think you can be too niched. I talked about this in Episode 193. That one’s called Makin’ Money In My Sleep: My Passive Sales Funnel Secret.
What was going on is I first created HTMA Expert in 2019. I live launched it for the first time. I live launched it maybe two other times, but I was at the point where I was promoting HCA and HTMA Expert. Having two programs that I was live launching was pretty exhausting, and I realized that I needed to go all in on one program.
I decided to go all-in on HCA because I love the business stuff. I’m very passionate about it. It’s fun for me. At that point, I wasn’t doing consulting anymore. I wasn’t working with health clients anymore. I felt like, “My knowledge is going to get a little bit outdated with this.” I went all in on HCA. As I wasn’t putting any effort into marketing HTMA Expert, I thought it would slowly die and I would let it go, but that’s not what happened. People continued to buy it off my website with no marketing and no urgency. I don’t make content for HTMA. I don’t have a social media for HTMA. I don’t do blog articles, podcasts, and YouTube. I don’t do anything.
It would continue to sell off my website because I got quite a few referrals. I got referrals from functional diagnostic nutritionists and past students. Also, I built up a reputation for the course over the years. I let it do its thing and it would make between 3 and maybe 6 sales off of my website every month, and I was like, “Cool,” but it occurred to me at the end of 2022 that I feel like, “I’m leaving money on the table with this program because it sells so easily without urgency and marketing. What if I put some effort into it?”
I wasn’t willing to make social media content like having a podcast. I wasn’t willing to do podcast interviews. I wasn’t willing to live launch. I figured, “I need to set up an evergreen funnel that goes on forever so that I never have to live launch it.” I worked with a coach to set this up and essentially, what I did was create this never-ending evergreen funnel. I was able to create real urgency within an evergreen funnel, which is hard for a lot of people to do.
When something is evergreen or always available, there’s no cart close because people can enroll at any time. Usually, this is what people do and this is what I do with HCA. There’s nothing wrong with it, but it can be a bit tricky because normally, I have an evergreen funnel, but then I live launch. People get a discount in the evergreen funnel, but then typically, they are going to get a discount again when they go through a live launch. It defeats the purpose of that true urgency.
What we did in setting up this evergreen funnel was we set it so that the only way into the program was through an evergreen video. It’s a training video that essentially provides value. It’s like an evergreen webinar. It’s just I don’t host it in an evergreen webinar software. I host it on a landing page as a Vimeo. Essentially what it does is it offers people who go through the training a one-time discount.
We have a software. It’s called Deadline Funnel. I love this software. I’m obsessed with it. Deadline Funnel tracks people’s IP addresses. We can tell who’s already been through the beginning of the funnel, and what we do is we offer them a one-time discount. I try to be as clear as possible that it is one-time and it is one-time. If people try to access it again, they are going to get redirected to an expired page because their IP is being tracked. Their email is being tracked.
In this video, after I give the value and pitch the course, I say, “You are going to get this one-time discount, and I will never offer this again. I’m serious. I don’t put this course on sale. I don’t do promotions. I don’t do sales. This is your last chance to get it.” That’s very compelling for a lot of people. It takes all the people who would maybe wait for the next sale. They are like, “I have to take action now.”
If they don’t purchase, they receive a few nurture emails and then they go into a regular enrollment cycle where they have reoffered the course at full price. If they don’t purchase at that point, they have reoffered the course every 90 days for a year, and then every 6 months until either they unsubscribe or buy. We have them going in this circle where they are re-receiving everything, but it’s over two years. Even though people are being sent the same email multiple times, years have passed before they receive that email. No one is going to remember that. No one would ever remember that. People have way too much going on in their lives.
This has been amazing because it, within an evergreen funnel, created this true urgency. It gave people a big incentive to purchase. If they don’t purchase, the follow-up will continue to happen without me having to live launch. This was huge for my business. I launched it on April 24th, 2023. I hadn’t run my email list through it. I set it up and turned it on, and it blew up. I didn’t even know where the traffic was coming from.
A lot of it is referral traffic. We ranked pretty high on Google, so there was a lot of Google traffic, but it was crazy. I was like, “This is insane.” It tripled the enrollments for the program. Maybe even more than tripled. It may be 5X it for the program by creating this funnel. I was like, “This can’t last forever, but now we have had this funnel for six months and it’s been very consistent.”
Organically, it brings in between 10 and 20 sales a month, which is amazing. This has greatly increased my income. This is a big part of why I have been able to increase my revenue. I have started running Facebook Ads on it. Even though it’s pretty early on, I have only been running ads for maybe 2 weeks, but we have already generated 3 sales, which right now is five times return on investment. What that means is for every $1 I spend on Facebook Ads, I’m getting $5 back, which is awesome. It’s very exciting. I’m very excited for 2024 to crank up the ads and blow up the program in the best way possible. That’s been a big thing for me.
Three-Day Challenge
The third thing that contributed to an increase in income this 2023 was the three-day challenge that I did in October. I talked about this all the behind-the-scenes in Episode 200, Secrets Of My Most Successful Launch Ever! It was such a fun launch. Traditionally, when I launch HCA, I usually have done a webinar.
I did a free challenge, I believe in early 2022, but I found it was super overwhelming. It was a ton of work and it didn’t lead me to get more sales. I was like, “Challenges suck.” Honestly, I was feeling with the program that I sell as it’s four early-stage health coaches and it’s a little bit of a higher price point. I felt that people needed a longer runway. They needed more time with me to feel comfortable investing. Truthfully, I’m good at webinars. I like webinars, but webinars are very scripted. I honestly am in my best energy and my best self when I’m unscripted.
I wanted to try a challenge again, but I wanted to do it a little bit differently. Again, I hired a coach. When I didn’t know how to do something, I always hired a coach, and I worked with a woman who gave me a little bit of a different format for a challenge. What we did, instead of doing a 5-day challenge, we did a 3-day, which was great, and then we had a bonus day.
What you do for a challenge, at least how everyone teaches it, it’s a 5-day challenge, but essentially, it’s a 4-day challenge, and then you do the webinar on day 5. That’s why it can be overwhelming because you are on for four days supporting people, giving people feedback on livestreams, and then you also do a webinar on the fifth day.
It always seemed a little bit silly to me because people do drop off by the fifth day. People get distracted, things come up, they forget about it, and your lowest engagement day is the fifth day. I’m like, “Why am I pitching on day five?” What this coach helped me do is had me pitch at the end of day 2, and then at the beginning of day 3, which was great because we pitched when we had a high engagement.
I was like, “Is this going to be weird?” It’s a little bit clunky, but honestly, it was super fine. People were super into it and I had so much fun. With the help of my team, we were able to get everything set up in advance so that all I had to do during the challenge was show up for my one-hour livestream in the morning, and then from three to 4:00 PM every day, I was giving people feedback on their challenge.
During those livestreams when I was on camera, I had a few slides here and there, but it was mostly on-camera riprapping and telling stories, I had so much fun and people loved it and got a ton of value out of it, and it was great. For me, that was a double win because we had our biggest revenue for an HCA launch ever, which is amazing, but also, I had the most fun and put in the least amount of work. That was awesome and it was such an amazing challenge. People got so much value out of it. I got so much great feedback. People were like, “This has been the most valuable three days. Thank you so much.”
We all had so much fun that I’m going to be running it again on January 8th, 2024 if you want to join The 6-Figure Wellness Offer Challenge where I show you how to create and sell your first online signature program. This will be relevant for you if you are a coach, a practitioner, and even a licensed health professional like a therapist, MD, functional medicine doctor, or counselor. I would love to have you there. Even if you attended the October one, come back and do it again with us. You can get something new every time, and sometimes it’s helpful to hear things multiple times before they sink in. We are going to have prizes, there will be an opportunity to win a full program audit with me. It’s going to be great. I’m excited for it.
Those were the main things that contributed to my income growth this 2023. The theme of everything was thinking outside the box. On Instagram, which is my primary social media platform, I knew that the way I was doing things wasn’t growing my email list. I started to think, “What is something I could do that’s different?” That’s where the DM automation came into play.
With HTMA Expert, everyone tells you, “You need to make content. You need to do this. You need to live launch.” I was like, “I don’t want to do that.” I found a way to do it that allowed me to not live launch. I’m making so much money through this funnel. We are bringing so many students into HTMA Expert who love the program and using HTMA to get such amazing results for their clients. It’s so rewarding.
Check out that video for HTMA Expert. Maybe you are interested in doing Hair Tissue Mineral Analysis. With the challenge launch, again, I wanted to do something different, but I didn’t want to do it in the way that everyone told me I had to do it. I’m very much a rebel, and for me, it was rejecting the conventional wisdom and what people were telling me that I had to do.
I was like, “I don’t want to do it. I’m going to find it a different way.” That was incredibly valuable for me to think outside the box and do things a little bit differently because everything can be successful. If someone tells you something can’t be successful, they are wrong. You have to figure out how to do it in a way that works for your business because not everything will work for your business and that’s fine. If you are doing something and you are like, “This isn’t resonating. I want to do this a different way,” I guarantee there is another way to do things.
These are things I’m going to be continuing in 2024. I’m going to continue having my passive funnel for HTMA Expert and continue using DM automation, and in 2024, I’m very excited to run the six-figure wellness offer challenge again. I will link to that registration in the signup if you want to join me, and I hope you will.
Thank you for tuning into this episode. If you love this episode and want to take the smallest step to support the show, hit subscribe to the show and download the last three episodes which will take you five seconds. That is a fantastic way you can support the show. You can go to RateThisPodcast.com/Wealthy, and give me a five-star review on iTunes or Spotify. I will see you next episode in, the same place and same time where I help you become wealthy AF.
Important Links
- Health Coach Accelerator
- Episode 174 – Past episode
- Instagram – Kendra Perry
- ManyChat
- HTMA Expert
- Makin’ Money In My Sleep: My Passive Sales Funnel Secret – Past episode
- Deadline Funnel
- Secrets Of My Most Successful Launch Ever! – Past episode
- RateThisPodcast.com/Wealthy
- iTunes – The Wealthy Coach Kendra Perry
- Spotify – The Wealthy Coach Kendra Perry
- Register for The 6-Figure Wellness Offer Challenge on January 8th, 2024
- Watch the Hair Tissue Mineral Analysis Training video
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