Ever wondered what differentiates the huge successes of top-tier online businesses from the rest of the pack?
It’s not just luck or a massive ad budget; it’s usually a mix of savvy strategies and behind-the-scenes tactics that most people never see.
Luckily for you, I’m no good at keeping secrets!
Today I’m sharing exclusive insights from our private podcast, The Secret Funnel Files, to pull back the curtain on what some of the biggest names in the industry are doing to skyrocket their sales and profits.
Let’s break down the exact numbers and the strategies – the dirty laundry, the works – of how these businesses are using below-the-surface strategies to massively boost the sales and profit – and how you can implement them too!
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Amy Porterfield: The GOAT of Online Courses
Let’s start with Amy Porterfield, a name you’ll no doubt have heard of in the online course space. Amy has been around for over 15 years and has earnt over $100 million in her business during that time. In 2023 alone, her business generated around $20 million. So how does she do it?
The Continuity Model
Amy’s business strategy revolves around her two signature products and an alumni-only membership. This setup, which we call the continuity model, funnels leads from her two big annual live launches into her backend offer.
Evergreen Webinars
Amy’s $997 List Builders Academy course is her front-end funnel. She runs ads and drives organic traffic year-round to a webinar, not just in the weeks leading up to her launches. By keeping her list warm and growing year-round, she ensures a steady influx of potential customers.
VIP Upsell and Cross-Sell Funnels
Amy fills in the revenue gaps with automated email sequences that upsell her list-building course graduates to her more advanced Digital Course Academy and then to her alumni-only membership. According to her, these cross-sells account for 25% of her annual revenue.
Jenna Kutcher: The Library Model
Next up is Jenna Kutcher. Although Jenna doesn’t publicly share her top-line numbers like Amy, it’s estimated she’s hitting around $10 million annually. With a vast audience, Jenna employs a bit of a different strategy.
Email Engine
Jenna’s six-month email engine is a marvel. Each month is themed around a different topic, driving related promotions. With her enormous email list, even a standard 2% conversion rate means a consistent revenue stream throughout the year.
Downsell Sequence
When promotions don’t convert as expected, Jenna utilises a five-email downsell sequence to recapture potential lost sales. This sequence can convert an additional 10-20% of prospects, adding significant revenue at minimal extra cost.
Evelyn Weiss: The Sweet and Low Business Model
Finally, we have Evelyn Weiss, who is turning heads with her sweet and low business model. Evelyn’s model is hugely effective because it involves numerous low-ticket offers, cross-sells and upsells.
In-Cart Upsells
Evelyn makes significant use of order bumps and limited-time offers right within the cart, coaxing buyers to add more value to their purchase.
Cross-Sells
Post-purchase, Evelyn’s customers encounter various FOMO triggers and opportunities to upgrade. Whether through community memberships or higher-ticket DIY programmes, Evelyn makes sure there’s always a next step.
Imagine these businesses without their below-the-surface strategies. Their lists would be smaller, their revenue less reliable and profit margins thin to non-existent. These hidden strategies are not optional extras. They are essentials for scaling and sustaining a successful online business. No matter how far you are into business, they’re essential for you too.
In the next episode, I’m actually going to help you break down and figure out how to start implementing one of these strategies and begin making evergreen sales right away.
Let’s build your online course together. Empire offers expert help in creation, automation, and scaling.
Click the link below and make sure you don’t miss out!
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