"My Path from Yoga Mats to $72K Monthly Profits in Writing"
Pro section: Stimulated, Artificial Engagement Strategy β Kickstarting a Community From Zero
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"My Path from Yoga Mats to $72K Monthly Profits in Writing"
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"My Path from Yoga Mats to $72K Monthly Profits in Writing"
Imagine transforming a simple passion for words into a thriving business that not only fulfills a niche market need but also sets a new standard in quality and innovation.
This is the story of Laura Mikkelsen, a yoga instructor with a knack for copywriting, who turned her side hustle into a $72K/month business known as Publishing Services.
In a world where digital shelves are crammed with titles vying for attention, Laura discovered the secret sauce to making books stand out: compelling descriptions and meticulously crafted outlines.
Dive into the journey of how a modest beginning amidst Bali's serene rice fields led to the creation of a powerhouse that redefines success in the self-publishing arena.
From Yoga Mats to Bestsellers: The Unlikely Journey of a $72K/Month Venture
In the spring of March 2019, Laura Mikkelsen took a divergent path from the tranquility of her yoga mat to the bustling digital marketplace of Amazon. With a discerning eye for the written word, she laid the cornerstone for what was then a humble venture named Best Selling Book Descriptions. Lauraβs brainchild was born out of a straightforward yet ingenious aim: to pen compelling book descriptions that would catapult self-published authors into the limelight, turning their creative outputs into best-sellers.
The premise was simple, yet the impact was profound. Laura's enterprise tapped into the self-publishing industry, an arena brimming with authors aching for recognition but often lost in the digital bookshelves. In crafting concise but powerful narratives for the backs of their books, Laura's business became an invaluable ally to those authors, giving voice to their silent pages and luring readers with the promise of tales untold.
As the months unfurled, the company that began with a laser focus on book descriptions burgeoned into Publishing Services, an umbrella brand sheltering a spectrum of offerings. The growth was not just in name but in scope and scale, as services expanded to include crafting author biographies that capture the essence of a writerβs persona, to devising email marketing strategies that ensure a book doesn't just launch but soars.
Yet, amidst this expansion, the bedrock services - book descriptions and book outlines - continued to thrive. The demand for these narrative beacons has only intensified, leading to an invigorating period of growth for Laura and her team.
With the company's revenue reaching an average of $72,000 a month, the success speaks volumes, echoing through their balance sheets and the smiles of satisfied authors. But with success comes new challenges, and Lauraβs enterprise is riding the wave of demand by training a new cohort of wordsmiths. These budding talents are being nurtured to continue the legacy of transforming manuscripts into masterpieces that don't just sit on a shelf but call out to be read.
How Book Descriptions Became a Winning Growth Model
Lauraβs origin story unfolds at the Bali's rice fields, where the rhythmic chants of yoga melded with the quiet tapping of a keyboard. Her life was set against the backdrop of a shared home with three local men, three dogs, and the ever-present whisper of the Balinese winds. The humble abode, a sanctuary costing her no more than $120 in monthly rent, was where her grand venture began β not with a bang, but with a quiet ignition of passion.
Living a life measured by the sun's arc and the steady breath of meditation, Laura's days were filled with teaching yoga, a pursuit that demanded up to 30 hours a week of her time, and surfing, her soul's respite, which graciously asked for nothing but her presence. Frugality wasn't just a necessity but a choice; her daily sustenance came with a mere $7 price tag, encompassing nourishment and the joys life generously offered.
In this minimalist existence, Laura harbored a secret: she was a technophobe, someone for whom the digital expanse was no less mysterious than the ocean's depths. Her expertise with technology extended no further than the launching of Safari, a fact that now seems like a quaint footnote in her journey.
But within Laura's heart brewed a storm of creativity, a love for writing and copywriting, to be precise. As a self-publisher amidst the community of independent authors, she discovered that while the act of writing a book was a common thread, the ability to sell it was a rare skill. It dawned on her that the art of copywriting, a crucial cog in the wheel of publishing success, was sorely lacking.
In this realization, Laura saw not a problem but an opportunity. With the same determination that she brought to her yoga practice, she channeled her passion for writing into an entrepreneurial idea. Within a mere 48 hours, fuelled by an insatiable drive, she had erected the digital equivalent of a lemonade stand β an amateur website that would soon beckon her first customers.
She began crafting book descriptions, weaving words between her responsibilities, not knowing that she was penning the prologue to her own success story.
Bali, Books, and the Birth of a Business Dream
Laura's foray into the world of copywriting began not with a sudden epiphany but as a flame kindled by the teachings of Oliver El-Gorr, a maestro of copywriting. Her tutelage under his expert guidance was more than mere learning; it was an awakening, a realization of her own potential and the demand that lay just beyond the horizon. Her commitment to honing her craft was relentless; she practiced every day, driven by the desire to offer more than just book descriptions. She was ready to bridge the gap for publishers in marketing, armed with the knowledge that her service was not just needed but sought after.
The inception of her first product was less about the physical design and more about the creation of a service that she could offer with confidence. It was a prototype of a different kind, one that didn't require a factory line but the assembly of well-chosen words and strategies to capture the essence of a book. Laura's advantage came in an unexpected form: her husband Rasmus and his twin brother Christian, who were the masterminds behind PublishingLife and its course, Audiobook Impact Academy (AIA). This connection was more than serendipitous; it was strategic, as their students were the very clientele for Laura's nascent service. They were independent publishers in quest of the secret sauce to make their books irresistible to readers.
Laura's process was refreshingly grassroots. She didn't have the need for high-end tools or sophisticated software. Instead, she leveraged Rasmus' existing click funnel site to craft her landing page. It was straightforward yet effective, with an image that allowed potential customers to visualize the service she was offering. This simplicity was her manufacturing line, her assembly process. She invited manuscripts into her inbox and transformed them into descriptions that would make readers yearn to turn the pages.
She didn't don the power suits typical of entrepreneurs; her office was her home or the sandy stretches of Bali's beaches. It was an unconventional setup, but one that resonated with authenticity and dedication. The environment where she worked was as unbound as the potential of the books she was helping to sell. And as she offered her services, she already had a community waiting β the students of the AIA course, who were in dire need of someone to articulate the soul of their books into words that would entice and sell. (PS. π Donβt miss the Stimulated, Artificial Community Strategy at the end of this post!)
The Launchpad of a Facebook Post
Laura's business launch was as organic as her approach to life, a venture that sprouted from necessity and opportunity, not from the conventional business strategy and market analysis. She admits, with a refreshing candor, that the initial steps into the entrepreneurial landscape were less about a calculated leap and more about an instinctive, if somewhat blind, journey into the unknown.
It was Rasmus, her husband, who provided the compass for this journey. His experience and his established Facebook group became the wind beneath her wings. He announced her book description service to his members, a move that was both an endorsement and a launchpad. Laura's entry into the market was cushioned by the presence of an audience that was already seeking what she had to offer, and she was ushered into a realm of eager customers without the burden of advertising costs.
But this serendipitous start was not devoid of pressure. The business, at its heart, was Laura β her face, her reputation, and her words. Each description she crafted was a reflection of her ethos, and by extension, it reflected on Rasmus and his enterprise. The stakes were personal. The writing community, a close-knit tapestry of voices and opinions, was rife with whispers about the quality of writing services. Laura was determined not to become the subject of such whispers. She was resolved to uphold a standard that would not just satisfy but delight her clients.
Criticism was her anathema. Dissatisfied customers struck a chord with her, driving her to ensure that each client's expectations were not just met but exceeded. Even with the modest pricing of $15 per description, Laura's bar for quality towered above the price point. This commitment to excellence was the foundation upon which the business would stand strong.
As the demand grew, so did the need for a team. Hiring was a new frontier, uncharted and intimidating. The image of her crafting words on the beach might have painted an idyllic picture, but it also mirrored the raw and unpolished nature of her early hiring attempts. Not every writer who crossed her path matched the caliber she sought. Yet, through trial and experience, Laura sharpened her skills, navigating freelance platforms with the precision of an eagle on the hunt, seeking out those who could resonate with her company's ethos.
Her goal was to create a company she could be proud of, a service she would choose for herself.
The Power of Words: Building a Bridge from Passion to Profit
From the outset, the cornerstone of Lauraβs enterprise has been unwavering: a steadfast commitment to quality. She attributes the magnetism that draws and retains her clientele to the consistent excellence of the product they receive. This adherence to high standards has become the lifeline of customer loyalty, evident in the repeat business from her regular clients. In the world of Publishing Services, a book description isn't just a summary; it's a promise of potential, and a book outline isn't merely a structure β it's the blueprint for success.
Engagement has been the pulse of Laura's relationship with her customers. In the nascent stages of her business, a bi-weekly newsletter served as the sinew connecting the company to its audience, sparking conversations and building a community (π Check out the βKickstarting a Community From Zeroβ tactic at the end!). This practice continues to be a staple, an old faithful in her marketing arsenal, which has diminished the need for traditional advertisements. Attempts at Facebook and YouTube Ads were met with lukewarm results, leading to the strategic decision to withdraw investment from these channels.
The real traction for Lauraβs offerings came from the sphere of referrals β the power of word-of-mouth. The alliance with Audiobook Impact Academy (AIA) and similar publishing courses laid the foundation for a referral network that funnels a steady stream of clients her way. By maintaining a dynamic presence in these circles, especially within Facebook groups, Laura ensures that her services are not just visible but recommended.
Product giveaways have unfolded as a strategic spectacle, showcasing the quality of her services. These events are not only about freebies; they are leaving a trail of positive reviews and satisfied customers who become ambassadors for her business.
Laura's approach to expansion has been both strategic and organic growth. While AIA was the starting point, she has since cast her net wider, forging relationships with other publishing courses. These partnerships are nurtured through special deals and mutual promotions, creating a symbiotic growth channel.
A pivotal moment came when Laura added book outlines to her service list. Initially intended as a price anchor to her descriptions, they surprisingly blossomed into a demand she hadn't anticipated. This accidental success story became a focal point, driving her to perfect what unexpectedly became her best-selling service.
While Publishing Services has branched out into various offerings, the core of the business β book descriptions and outlines β remains holy. Every additional service is considered an enhancement, the "icing on the cake." Itβs a strategy that acknowledges the roots of her success while allowing for innovation and experimentation.
A Humble Launch with a Global Vision: The Grassroots Growth of Publishing Services
Laura's journey from the inception of Best Selling Book Descriptions to the flourishing enterprise that Publishing Services has become is a narrative of evolution, vision, and familial bonds. From the outset, her ambitions were grand, but the path the company has takenβmorphing from a fledgling operation into a robust, profitable entityβsurpassed even her most optimistic forecasts. The growth was not just in revenue but in the realization that a strong foundation was crucial for sustainable expansion. This realization led Laura to weave her personal values into the fabric of her business by incorporating family into its core.
The introduction of Sarah Eberstadt, her sister, as manager, and Celine Mikkelsen, her sister-in-law, as chief editor, wasn't only a strategic move; it was a direction in Laura's belief in the synergy between familial trust and professional expertise. Sarah's organizational and financial acumen complemented Celine's attention to grammatical precision, creating a management team that embodies both the heart and intellect of the business. This strategic alignment allowed Laura to transition into a role that, while less involved in the day-to-day operations, remains crucial to the company's ethos and vision.
Laura's current focus is on nurturing the next generation of talent and fortifying the bonds that connect Publishing Services with the broader publishing ecosystem. By developing an onboarding course for new writers and fostering relationships with publishing courses, coaches, and the self-publishing community (Donβt miss our pro section at the end: π Stimulated, Artificial Engagement Strategy β Kickstarting a Community From Zero), she is ensuring that the company's growth is both inclusive and holistic. This shift towards a more strategic and developmental role also reflects Laura's personal priorities, with family taking center stage. For her, work is not just a means to an end but a source of fulfillment and pride.
Despite her success, Laura remains grounded, acknowledging the challenges of customer service and expressing gratitude for her manager, Tea, who excels in navigating the delicate balance of customer satisfaction. This humility and dedication to quality have been key factors in the company's profitability and the fair compensation of its growing team. Publishing Services' financial health allows for profit-sharing among the management team, ensuring that success is a collective achievement.
The company's operational strategy, characterized by minimal advertising costs and a lean social media presence, underscores a business model that relies on the intrinsic value of its services and word-of-mouth recommendations. This approach, coupled with a commitment to delivering value through every interaction, whether via email marketing, product giveaways, or weekly Facebook posts, has cemented Publishing Services' position in the market.
Looking to the future, Laura and her team are focused on innovation and expansion, with plans to introduce new packages and grow the team. The goal is to meet increasing demand without compromising the quality that has become synonymous with Publishing Services.
Quality Over Quantity in the Quest for Expansion
The potential to expand services and the team is ever-present, but Laura's steadfast commitment to quality over quantity acts as the guiding principle, ensuring that the essence of what made Publishing Services successful remains intact.
One of the most critical insights Laura has gained is the confirmation of her foundational belief in the paramount importance of quality. This principle has not only shaped her business model but also validated the approach of prioritizing excellence in service delivery. The development of a comprehensive training program underscores this commitment, aiming to integrate new writers seamlessly into the company's culture of high standards and consistent performance.
The global composition of her team, primarily freelancers, introduces a unique dynamic to managing and retaining talent. The transient nature of freelance work means that loyalty is not a given; it's earned and maintained through mutual trust and respect. Laura understands that her writers, with their diverse backgrounds and skill sets, are the backbone of Publishing Services. Their flexibility and willingness to adapt to fluctuating work volumes and varied projects are crucial in navigating the ebb and flow of orders, which are inherently tied to the rhythms of the publishing courses that feed into the business.
This understanding has fostered a culture where communication and transparency are paramount. In months where work might wane, Laura's leadership ensures that the team understands the bigger picture and trusts in the company's trajectory. This trust is fundamental, not only in retaining talent but in ensuring that the team remains committed and ready to embrace challenges, including writing outside their comfort zones or handling an increased workload during peak periods.
The journey of Publishing Services, through its challenges and triumphs, reflects a broader lesson for entrepreneurs: the value of quality cannot be overstated, and maintaining it requires not just systems and processes but a culture that embraces and strives for excellence. Laura's experience highlights the importance of building a team that shares your vision and values, and the role of trust in creating a resilient, adaptable, and loyal workforce.
The Digital Toolkit: Streamlining Success in the Self-Publishing Sector
Laura's approach to selecting business tools for Publishing Services mirrors her overarching philosophy of simplicity and quality. By focusing on a streamlined set of platforms, she ensures that operations are efficient and effective, without the clutter of unnecessary technology. This minimalist strategy not only keeps the business agile but also aligns with the nature of her team and the services offered.
Shopify stands at the forefront of their operational tools, serving as the backbone for order receipt and processing. Its user-friendly interface and robust functionality make it an ideal choice for e-commerce operations, allowing Publishing Services to manage its offerings seamlessly and interact with clients effortlessly. This choice reflects Laura's understanding of the importance of a reliable and straightforward platform to support the commercial aspect of her business.
For internal communications, Slack is the chosen medium, facilitating instant messaging, file sharing, and collaboration among team members. Its real-time communication capabilities ensure that despite geographical distances and different time zones, the team remains connected and can exchange ideas, feedback, and updates efficiently.
Asana plays a crucial role in project management, specifically in bridging the gap between ghostwriters and customers. This tool enables the meticulous organization of each project, tracking progress, and ensuring that all parties are aligned with the project's timelines and expectations. Its use underscores Laura's commitment to delivering quality work within the set deadlines, enhancing customer satisfaction.
Loom emerges as a particularly innovative tool within Laura's toolkit, catering to the asynchronous nature of her global team's communications. By allowing the recording and sharing of video messages, Loom facilitates clear and personal communication, crucial for training purposes and for conveying complex instructions or feedback that might be lost in text-based formats.
The reliance on freelancers shapes the necessity for a different set of tools compared to those businesses with traditional employee structures might use. The autonomy given to each team member to manage their workload and adhere to deadlines speaks to the trust Laura places in her recruitment process and the professionals she brings on board.
Beyond the Page: The Impact of Networking and Continuous Learning
Laura's journey with Publishing Services emphasizes a blend of self-education and industry networking as the pillars of her success. The standout resource in her arsenal has been "Copywriting Secrets" by Jim Edwards, a book that not only enhanced her own skills but also became a foundational text for her team. By distributing this book to her core members, Laura ensured that the team's approach to copywriting was grounded in proven strategies and insights, fostering a collective proficiency that would underpin the quality of their service.
Her admission to not being an avid reader of books, particularly outside business, underscores a personalized path to knowledge and growth. It's a reminder that successful entrepreneurship doesn't follow a one-size-fits-all model; it can flourish from a variety of learning styles and resources. Laura compensates for her sporadic engagement with books and podcasts by leaning into direct interactions with peers in her field. These conversations and connections with other industry professionals provide a dynamic and immediate source of inspiration, learning, and growth.
This approach reflects a broader trend in professional development, where networking and direct mentorship can complement or even surpass traditional educational resources in value. For Laura, the power of personal connections not only offers immediate insights and solutions to pressing challenges but also fosters a sense of community and shared purpose within the industry.
Laura's experience suggests that while books like "Copywriting Secrets" can offer invaluable frameworks and principles, the nuanced understanding and application of these ideas often come from real-world interactions and experiences. Her strategy of combining a foundational text with ongoing industry engagement offers a model for other entrepreneurs to consider, balancing self-directed learning with the invaluable insights that come from being actively connected to a professional network.
Laura's Advice for Aspiring Entrepreneurs
Laura offers sage advice for aspiring entrepreneurs, distilled from her own experiences in building Publishing Services into a successful enterprise. Her guidance is a blend of strategic insight and empathetic leadership, emphasizing the importance of product quality, strategic growth, and company culture.
Leverage Existing Audiences: Lauraβs first nugget of wisdom underscores the power of tapping into established communities or audiences. Her ability to introduce her services to AIAβs audience significantly accelerated her business's launch. This strategy can offer immediate visibility and validation for a new product, bypassing the initial struggle of finding and building an audience from scratch. The lesson here is clear: seek out platforms, communities, or partnerships where your target customers are already engaged.
(Donβt miss our pro section at the end: π Stimulated, Artificial Engagement Strategy β Kickstarting a Community From Zero)
Focus on Product Quality: Highlighting the importance of product quality over initial branding or marketing efforts, Laura suggests that entrepreneurs prioritize their product or service's inherent value. This approach not only sets a strong foundation for the business but also ensures that when investments in branding and marketing are made, they amplify something genuinely valuable.
Reinvest Profits for Growth: The recommendation to reinvest early profits back into the business is a proof of the long-term vision Laura advocates for. Keeping personal income modest in the early stages and focusing on reinvestment can fuel growth, enhance capabilities, and solidify the business's market position.
Avoid Shiny Object Syndrome: Lauraβs caution against the lure of new, seemingly more attractive business ideas is particularly relevant in todayβs fast-paced entrepreneurial landscape. Commitment to a single vision, resilience in the face of challenges, and patience for growth are highlighted as crucial traits for success, drawing inspiration from the trajectories of companies like PayPal and Amazon.
Cultivate a Nurturing Company Culture: Perhaps the most profound piece of advice Laura offers concerns the cultivation of a nurturing company culture. Her emphasis on treating the team as a family, underscored by the female-led management teamβs impact on their leadership style, speaks to the importance of a supportive and inclusive work environment. This approach not only enhances team satisfaction and productivity but also contributes to the company's overall success and sustainability.
As we close the chapter on Laura's inspiring journey with Publishing Services, it's clear that her story is more than just a proof to entrepreneurial spiritβit's a guidebook for anyone dreaming of turning their passion into a tangible, thriving reality. Laura's path from the fields of Bali to the forefront of the publishing industry showcases the power of innovation, dedication, and a deep commitment to quality.
Share the Story, Join the Movement
If Laura's story has sparked a flame within you, or if you find yourself nodding along, inspired to embark on your own venture, we encourage you to share this journey with others. Let's spread the word about the possibilities that await when passion meets perseverance. Share this article on social media and join the conversation about transforming dreams into successful businesses.
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