Kajabi Edge Podcast - Danielle Leslie
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Hello, everyone. Welcome to the Kajabi. Cast where we talk to real entrepreneurs to give you an edge on Kajabi. I'm your host, Jared Bowman vice president of customer experience. And today I'm joined by my friend, Danielle Leslie, founder of culture, ad labs and creator, of course from scratch. How's it going today, Danielle.
[00:01:11] Danielle Leslie: So glad to be here. Thank you so much for
[00:01:12] Jared Loman: having me. I'm excited to have you all the way hailing from New York as a New York city or in Brooklyn. Nice. Nice. Very cool. Well, we are, as we are just briefly touching. As far away from each other as we can possibly be in the United States, which is really cool.
But, um, I think even even cooler is the particular topic that your business focuses on. So maybe just to get us started, give us kind of like the 15, second dish elevator pitch on what it is that you do. Absolutely.
[00:01:40] Danielle Leslie: I mean, really I help people uncover their story and turn it into a teachable framework and then turn that into an online.
So I'm known for helping people create and launch online courses. And so that's what our whole program
[00:01:52] Jared Loman: does. I love it. I think what makes this like this process so exciting for me is I feel like I'm the ultimate con, I want this, I want to take the car. So I want to know about, but know about it because this is something, especially for our audience.
I think our, you know, what we hope at least is that we have a lot of people out there who are really considering like taking this leap and starting this journey. So maybe. Shed a little bit more light on like who you focusing on and like, I, you know, some of your process, I guess, on how you help people go through, get their thoughts collected, like tell us all about that.
[00:02:22] Danielle Leslie: Um, so it's interesting because now, as we know, is the. Amazing incredible time to create an online course and online program, um, you know, on platforms like Kajabi. And so what I seen is we have more and more people who are educated about the opportunity to learn online and therefore more and more who are like, oh, I can actually teach online.
And so we really help people do is realize that every single one. Has life experiences that can be translated into a teachable framework. Like we all have something we have lived through experience to overcome, uh, that we can turn into a teachable framework. It actually form a community around it and help people.
I think one of the big misconceptions we see is people think they're not expert enough. They need to have a tech, you know, um, topic it's gotta be around money. And, um, I'll give you an example. I mean, most of our, uh, so we have our course from scratch program. Most of our CFS members came from full-time.
And when they launched their course, when at a six, we're able to make enough money to replace their full-time income and start just teaching online full time. And a lot of them it's so amazing, they tap into their story. So for instance, there's Alicia price. And she came in and was like, all right, not sure what I'm teaching.
Um, we help you really look at your life experiences. She was a single mom, um, grew up in a single parent household. Her parents co-parented her. Um, as she became an adult, she was co-parenting her son with his father. And she just developed these skills in communication and mediation and creating a healthy environment for her son.
And, uh, in addition, she worked full-time at a nonprofit and she did that. She learned mediation practices in her job. So what she realized is there are so many other single moms. Who don't know how to create this environment and do this co-parenting. So she created a program around that. And so what I'm finding is, you know, people are really excited and what might be keeping them from actually creating whether it's a coaching program, an online course is thinking, I don't know what to do with.
So, um, if you'd like, I can share like a framework we, you know, use with people it's like super short. Yes, yes, yes. Okay, awesome. Listen, I will drop a framework. Every 15 seconds would be let me sell, but this is just one that I think is really helpful, but it's the res framework. It's. Because it stands for ours results.
So when you are in that position where you're like, what can I create a course on first thing, what are the results you've gotten in your life? It could be that you were a track star. You were a D one athlete in high school. It could be that you can play piano and improvise. It could be that you have three healthy kids going to college, really anything credit score, you can prove that.
Write down your results, the ease for experiences, what experiences have you overcome? So these are like the hardships. Maybe you overcame them. You know, you lost a period's grade through that. Right? And the S is for skills. And this is where you, right. Yo, I'm really good at Excel. I'm good at growing my own food and making my meals, green smoothies, write down the skills.
So with res it's called res because when you do results, experiences and skills, it commands RDSP ECT and market because you are now going forward with like here's my package ramp. And then the other reason it's called res is because it runs. With your audience. And it resonates with that core audience who is specifically looking for you, the person who has the intersection of skills, like another one of our members has been a vegan for over 20 years.
She's been married for, I think about, I think, gosh does a 20 years as well. And they have, I believe seven kids and they homeschooled. So there are nomadics. So it's like those four features, like where else are you going to find the intersection of those four things? And the way to uncover what's unique about you is to do that.
You know, the res that
[00:05:56] Jared Loman: is amazing. And I love how it kind of encompasses just this kind of the standard of, of starting any business. Kind of scratching your own itch. Like that's a great way to come up with a business idea. Um, oftentimes, so I'm wondering, like you, you mentioned like that's a really good success rate by the way, one out of six people are replacing their full-time income.
I imagine like probably, uh, what, what, what does that other, I guess, five of the six, like, are they part-time, are they like this? Are they completely not a complete failure obviously, but like, like where does that other five fall
[00:06:26] Danielle Leslie: in? That's a great question. So for the other five, what we found is, um, the number one thing they're doing is just other things.
So they are multi-passionate, they have different interests. And so they launched the course and they're like, cool, this was fun. Now I'm going to write my book. Or now like Alicia, who I spoke about who has the co-parenting program, she was featured as an expert on the reality show on own. That is about love and relationships.
And so she. Talk through with parents about communication. So for her, it was to be on TV to be a featured expert. So people are just using it as an initial platform to then go on to do, uh, to do other things, speaking engagements, um, building membership sites, things like that.
[00:07:06] Jared Loman: I love that. That's exactly what I was curious about because I had a feeling that it was.
The one in six that are actually making it, you know, off to different things and finding success. So that that's really cool. I can imagine for our listeners, like, what would you say? Like, like, let's just say, like, I have the mindset of, I have no skills. How do you like begin to like, dig that out? Like the outside?
Like how do you start actually putting that framework to work with someone who feels like they don't have the skills or they don't have the experiences? Like how
[00:07:35] Danielle Leslie: do you. Yeah, absolutely. So I would say if after they've tried the res method, if they're still sitting there like, Hmm. I can't think of any results, experiences, skills.
One thing that you can do is go back to your childhood. Um, so think about when I was in my fifth grade. What is something that was really exciting, that happened, then what is a hardship I overcame then what was going on in my household? What was I doing really well out in school, in the classroom. And I would just do that for like three different phases in life.
So childhood high school, college age, and then as an adult. And I think with that combination, it's, you'll pull out some stories that are really useful. Uh, you can also ask people around you, right? Like send a message to your friends and ask them if there was one thing that I'm really, really good at what comes to mind.
Um, but yeah, but I really think that going back to the. Framework helps a lot. One thing that we teach our students is that we grew up thinking that it was best to fit in. We were taught to be a culture fit. Um, when I was working back in startups, it's like we would interview a candidate and we'd always asked afterwards, are they.
You know, and I saw that mean, do they fit in with us? Like, do they walk like us talk like us? Do they sound like us? So they go to the same school, did their parents know our parents. And we subconsciously started to eliminate those who were different. So what we teach is instead of seeing yourself as a culture fit, because growing up we're taught to fit in it's, you know, If you are running in the wilderness and you, everybody has stripes and you got polka dots are getting shot first, right?
So it's like, we're known just through evolution. Like we're known to like fit in with the past so we don't get teased or bullied. And the reality is in today's market. As we are looking at these online businesses, the power is actually in our unit. And it's at being a culture, your culture is your cultural advantage.
So what new voice and perspective are you adding to the room? And so I think like that is usually the foundational gap that people have faced. When given the opportunity may ask you what results have you gotten? What experiences like? Oh, I don't know. It's usually because they haven't realized that foundational belief that, oh, I am a culture at actually what makes me different is what makes me valuable from the struggles to the.
So, yeah, so those are probably like the main things that I share with someone. Okay.
[00:09:43] Jared Loman: I mean, man, I would love to just like, I want to dig into this like all day, but I also obviously need to get into your story and figure out how you got into this. So maybe just take us a step back, tell us how you kind of got into.
First of all, what was kind of your journey moving into this world?
[00:09:58] Danielle Leslie: Yeah, absolutely. So for school, I went to Berkeley in the bay area, so it was really like a part of the startup world and tech and everything. Um, and so I ended up working at UTME in 2012 to 2015, and this is when they were like the largest marketplace modeling courses and it was a new space.
It was exciting. Um, I launched my first course before joining you to meet, um, by just following people online and learning from them. And I was like, where's the. The place to level up it's to join kind of the Mecca at that time. So I did. And while I was there, I got to work behind the scenes with all of our big course creators and I got to coach them and really, like, they thought they were learning from me, but I was learning from them and I'm just like, figuring out, okay, what's getting in the way.
And like, what, why aren't they able to launch? And it was there that I realized you really can create a course on anything. So from there I got to create another. Um, then I got recruited to another startup and they hired me to do the same. They're like, we see you've done this at you. To me. You've built this, this educational course.
You've helped their experts make a ton of money with their courses. Can you do the same for our demographic? We have hairstylists. Can you create a course for them? So I did that. And after about seven. Um, there was just a round of layoffs and I was a part of that. So that's when I got let go. And I honestly thought that I would need to go back into the job job market.
I made my list of my dream companies. I wanted to work for, you know, it was like, all right, we'll hit the ground running next week. It was friends giving weekends. So think of like, The week before Thanksgiving and I ain't go into the job. It's like 4:30 PM on a Friday. There's a calendar invite from the CEO for meeting.
And I'm like, can you go in? And they're like, can we have your laptop? This is your last day. So that weekend was really interesting for me because I'm going to the Friendsgiving. It's kind of like I'm in a little bit of. Um, but my really good friend was hosting it and I told him what was happening. And he's like, oh.
And I thought, I'm like, I had a little bit of shame around it. I'm like, this was my big dream role. And he's like, don't, can I hire you? And I'm like, what? And he's like, I mean, you did amazing things that I know you could do. Let me hire you out. So from there, I got exposed to all these opportunities. Every friend I talked to one had a travel, a huge travel company, and she said, can you help us create a course on helping people travel?
So from there. Um, it wasn't intentional for me to, you know, get into it on my own in my mind. I wasn't ready, but obviously, you know, a universe had different plans for me and yeah. So that's kind of how I started, like on my own journey and creating my own program
[00:12:20] Jared Loman: finally. Yeah. And are you ever ready? I think that's kind of the question that like everyone asks themselves, uh, you know, all the time and probably one of the biggest preventive preventers from, you know, someone actually taking that leap and taking that step into entrepreneur.
So I'd love to kind of get a, an understanding, like typically we kind of really zone in on some of the challenges and the hurdles that you faced, which you've started to kind of cover there. I'm even wondering both from your own perspective, as well as, maybe from the perspective of some of your customers that you helped.
Some of the common challenges in the struggle. Um, that you faced kind of getting up and running. Absolutely.
[00:12:57] Danielle Leslie: Gosh, I would say the number one thing, and this is true for me and for most of our customers and we have our like, or channel rules that address this, the first is, you know, done is better than perfect.
So I found myself, you know, getting into the salute of thinking it wasn't good. It wasn't good enough. It's still not good enough. I still have to keep improving it, keep refining before the public can see it. And, um, I really good friends here. Reed loves this quote, you know, that you've launched too late if you're not embarrassed by what you put out.
So if you're embarrassed about what you're putting, you're like slightly hesitant about. And, you know, you're right on time. And so what I think a lot of people face is thinking their program, their offering their course, their graphics, their brand, their website, all that has to be perfect before showing themselves to the world.
And the reality is that's not true. Um, one thing I love about being in this online space is this shift from the physical. I think about bringing a product to market it's on a shelf, which means the iteration you've put out into the market. You can't change it. Like once it's on the shelf it's done, which is why so much money time investment goes into putting that thing on the shelf, because once it's done, it's done.
So it kind of does have to be quote unquote, perfect. Right? In the digital world, it's all about iterating. So that's why done is better than perfect. So well for us, and that's why we can ship things and get them out quickly. Like in our program, we teach you how to pre-sell your course. So you can get something out the door in two weeks because you just need to identify what's my story.
What's my offer. What's my price set up, you know, instead of a plan you're you have a great coaching offer and platform that lasts. Set it up really quickly to collect the payments. Boom, you have people in, in two weeks. So that's the beauty of the online world. So what I would say to people is to remember, like, we are so blessed to be in a time where we don't have to raise the million dollar, spend a million dollars to get the perfect thing on the shelf, on the physical shelf.
We can just resell it, know our story, put it out there and have, you know, $3,000 and just like. Because of the digital world's rent. So that's probably the biggest, biggest hurdle that we see stop people.
[00:14:53] Jared Loman: Yeah. And I think you can do that authentically too. Like pre-selling something like, ultimately is, is a mechanism to understand what your customers actually need or what they actually want.
And of course, you know, I there's I'd imagine like, probably just thinking through my, my own perspective, like there's a little bit of a scariness to going in. Selling something that isn't isn't made. Uh, do you find that that is a common struggle for anyone that you're helping I'm on this journey? That's a really good
[00:15:18] Danielle Leslie: point.
So we, I guess in our program, not no, but it's only because we have shown them that you're creating an asset, that, and we call it your MVC or minimum viable course, and all you need before you have the confidence to get on the phone with someone, you really just need to be clear on what your story. Right.
So that res were the results, experiences and skills are highlighting. Um, you know, what's that one outcome you've gotten and then two, who's your audience, who is your most valuable payer. Who's going to pay you time, money, and attention to also get that number one outcome. And then third. What is the pricing, you know, so knowing those three things that is, you could put that on a Google doc, right?
And then you pick up the phone and have a conversation with someone and you just walk them through your story. You ask them questions. You think of it as a, like I used to do these, um, therapy sessions. My first I call them do love therapy sessions. My very first venture, when I did. Of course it was called the doula project.
So I did these doula therapy sessions, which were just open conversations with people to ask them questions about what's getting in the way, you know, what are your goals for this year? So I would recommend anyone who is facing the fear of pre-selling, you know, quote, unquote, something that doesn't exist.
We start with a conversation like that, where you're asking them questions about where are you now? Where do you want to be a year from now? And what can I do to help her? What, what do you need to get there and then share your story? Well, here's what I was able to do. And then give an invitation. You know, I'm going to be working with a small group of people.
This is what it looks like. This is the thing. These are the four milestones we'll go through and I'd love for you to do. And just with that, those three things, um, our customers feel really confident about pre-selling and yeah. Hopefully anyone listening to this right now sees that that's
[00:16:58] Jared Loman: yeah, that's a really good point because obviously you undoubtedly know better than probably anyone, uh, the amount of work and effort that can go into creating a course and bringing those ideas and, and outlining structuring, like it's a big process.
So it's good to remember that at the baseline, like. Are kind of the bare minimum, like your story. Um, you have the ability to talk to others. And so just a quick coaching conversation or a group conversation like you did, could be, you know, you have the product in hand with you all the time. So we are at Kajabi celebrating black history month wanted to, as a black female entrepreneur, I wanted to just see if any unique struggles, challenges or anything that like really resonates with you on this journey, or even the customers that you serve.
Again.
[00:17:44] Danielle Leslie: Yeah, absolutely. I guess I have an interesting perspective on this. I've always seen myself in my uniqueness as an advantage. So I would say it's actually served me really well, um, to be a black woman in this climate. And that's because any room I'm in, I stand out and I think I just always took pride in being myself.
And however, I identified myself at that time. So I think that's translated really well into this online. To where from just even a tactical strategy standpoint, when I am on the webinar registration page, when I am on the ads, when I'm thinking about who my customer is, I know that when I see someone who looks like me, subconsciously, my brain is like, oh, that's family.
Oh, that's just this. They're like, they look like you, like, they'd been through something you've been through. Planes, why in the beginning of my business, you know, majority of our community were black women, which was amazing. And we've had now a number of them go on to make over a million per year from their first businesses, which is so amazing, like such an amazing feeling to be like, yo, like that's us, like we're doing it.
So it's actually been an advantage for me to just become that magnet or for other women who maybe didn't see themselves as represented. And I think like it goes for whatever. Unique qualities, whatever, like anyone listening to this, if you've ever faced an experience in your life, whether it has to do with your appearance, appearance, ethnicity, um, learning disability, upbringing, anything, I would say that now more than ever, it can be an advantage because there are thousands of millions of other.
Also faced that. And no one's speaking to that because everybody wants to talk about, oh, I achieved this and these are the accomplishments. When you really share like, Hey, I actually faced this and I had to overcome this, one of my stories or shares to that, you know, just growing up. I never felt like I belonged.
It's like my mom was from Panama. My dad's from Jamaica. My mom was just kind of an individualist, never associated with any groups. And I think I took that on as my own. So I always felt alone and that I didn't belong. Creating this program. I immediately point to say, you'll like, if you're on this call, you were probably the first in your family to be doing this.
You're probably the first in your friends sort, we'll be talking about online courses and people are looking at you, like, what is this? And I want to create a community for us first because you don't need to be alone. So I think like that sense of, or lack of belonging, I felt growing up has actually been great, uh, motivation for me to build a community for others like me.
And I'm able to speak that language. So I would say, you know, use whatever that. To your advantage, um, to speak, you know, to that. So that part of the market, and that's been really great for me. One of the things that, cause I'm obsessed with the fact that like right now, just when you think about IP, intellectual property now more than ever, we have the ability to use what is different to help us stand out.
And if you think about just simple supply and demand, it's like were taught this, you know, and then like, like intro to econ, but it's like the lower, the supply, the higher, the demand, right? If there is. Red phones. And you know, there's like 2000 blue phones and there's only two red phones. The demand for the red phones go up and therefore the price, the perceived value is higher.
So if you switch that to us. So going back to who I talked about and her husband, you know, that she's vegan, she, you know, been married for 20 years, has seven kids. Nomadic like you put off is, is yeah. You pull those things together. It's like, oh, Are there in the world. One because she's leaving with her culture and she's leading with her story.
She's leading with our differences. So she is now made herself low, low, low supply 1 0 1. And therefore the demand for her is high, which means she can actually charge more of a premium for her program and for her knowledge, because there's only one place to get it. So I would say really like lean into that and know that like now's the time for intellectual property.
IP also stands for infinite possibilities. And I think, you know, you're able to create a program that says infinite, as you are, as long as you.
[00:21:25] Jared Loman: I love that. And it sounds like, kind of like for you, the law of attraction kind of came into play, uh, early on. Uh, were you, were you intentional about like, did you want to serve that audience or did that just kind of happen naturally?
[00:21:37] Danielle Leslie: You know, it happened naturally. So the very first students I got was because my friend was putting on a conference and it was for Blavity and empower her, which is the black woman. And so, yeah, so it's like, that was my first audience. And it was because, I mean, those were my friends. So, yeah, so I think it just started with who was my consent in concentric circles.
Who's in my core circle. And then from there, it's like, they tell their friends, they tell their friends until, you know, you, um, you expand beyond that.
[00:22:03] Jared Loman: Okay. Yeah, that makes sense. So I guess, well, how long have you been doing this? First of all, like, cause we haven't got a timeline quite
[00:22:08] Danielle Leslie: yet. Okay. Since I launched for some
[00:22:12] Jared Loman: trash.
Okay. Very cool. So you are undoubtedly seasoned. Um, obviously your business is flourished, grown, like kind of, I guess, give us a little bit of a perspective of like where things are at today. And do you still just focus on that one core audience? Are you expanding and growing? Like what does, what does that look like?
[00:22:32] Danielle Leslie: Things are really, really exciting. So, I guess to date, we've done over $20 million in revenues from our courses, we have now a community of over 9,000 people who have gone through a course from scratch. And we have a, uh, like a culture add quiz that helps people uncover their culture and type, um, which has been really awesome, kind of thousands of people go through that.
And we've reached hundreds of thousands of people through our free course from scratch masterclass. And so through that journey, it's been really amazing. To just watch kind of like grow up with our customer. It's been really fun to just expand. And as we expand our platforms, expand our branding expands.
So for the first four years in the business, we just focused on course from scratch, which is, I think really unique. Um, I think, you know, most people they've got multiple offers, multiple. And for me, I just reached a point where I wanted to keep my work to myself. And I asked myself what would happen if I solely focused on this one thing.
And so with that, we grew that over four years. And so around the time that we were still growing CFS, we were introducing a new advanced program and it was the perfect time to just kind of revamp our profile on Kajabi. And one thing I loved is that we really. So just to give you a sense of like our programs, our advanced program is a five figure program.
So if anyone listening to this is using Kajabi for anything from a even, let's say $4,000 programs, even a five figure programming for offering masterminds. And you have content that lives in Kajabi. When we leveled up our pricing and Javi was so amazing because it looks so professional and polished, and we were able to really like deliver just a more premium feel.
I just, it was just a different feeling. I remember the pride of opening. And being like, okay, this looks great. Like we have like elevated to like penthouse right here. It looks amazing. So that was like a really exciting time for us because we launched the advanced program. We had a brand new, you know, like out platform and we got to grow up with our customers.
So today we now have three different tiers and this is something if you're listening to really think about, we call it, you know, attracting your infinite customer. So. When your customer enters or universe, they've got the first thing they really want for us. It's I want to launch my online course and usually it's and make $10,000.
It's usually like the first thing you want to do. So we're like, cool. We have course from scratch for that, but then what happens next with that next thing they want? And so we distilled that down to, well, the next thing they want is consistent $10,000 to $30,000. They don't just want to do it one time.
They want consistent like month over month. So what do they need to help create that a webinar? So in then we created, um, you have CFS pro, which is for people at the professional level who want to launch, and we have CFS influencer because at the influencer level, it's about getting reached. It's about taking that course.
You've already created in fro and now using webinars to an organic marketing to get reached. So at the influencer level, that's the one thing we're focused. So then we're like, cool. Okay. After you have your weekly webinar running and you're making the 10 to 30 K per month, what do you want next? Usually to get to a million per year.
So usually you want to hit that like seven figures. And so we asked ourselves, well, what do you need to do that automation? And so that's, you know, automating your whole onboarding process through Kajabi, automating your webinar, your ads at that point. So that's what we teach in CFS brand. And that's what he wanted.
So that's been really exciting. That's something we've worked on over the past, like six months it's been rethinking about who's our infinite customer. What is that infinite offer? What are the different levels and the different layers. And so that's been exciting. And so we're, we're finally, we're relaunching the program.
We're launching that and opening it to the world for the first time. Very soon. Next couple of weeks. I'm really excited about that. And yeah, so that's, and it's all mapped around my journey, right? As we create these programs again, go back to your own journey. So it's like for me, I grew my course from zero to a million in two years.
And the main things I did is I focused on what I told you to say, my story, my customers at the pro level. And in my webinar, I did a weekly webinar every week for two. Every Wednesday at 7:00 PM. I was in my living room on a laptop for two years straight. So I did over a hundred times. So now I'm like, cool.
I can teach other people how to do that. So then it's that. Then I was like, cool. Then I grew it from two, 10 million in the next two years and then to 20 million in the next year. So at each level is just mapped to my journey. So, you know, for you, I hope this. And you think about the infinite, you know, all the things you've done and, and, and you can map the customer journey to that.
And remember that you can have, you know, different tiers of offers as well. It's kind
[00:27:05] Jared Loman: of funny because you, you just so casually touched on the fact that like we did 20 million in revenue. Absolutely. Pause for a moment and just be like, holy cow, like what an impressive accomplishment. First of all, we don't even have a hero tier for this.
Like there's not even a pin that goes that high. We're going to have to create new pins for, for you and your customers. I dunno if this is something that you're able to share. Um, but like, can you, if you have it and you're willing to like, what are, what are some of like maybe the top end of the success stories of some of the people that you've helped, like.
Even a hero terror, not name, no names, whatever you're comfortable with.
[00:27:42] Danielle Leslie: Absolutely. Yeah. So it was really cool because you highlight, you know, what we've done in our business, but it's great because we've been able to help create millionaires to, or was actually did an article calling me the millionaire maker for that reason.
And I love to highlight more and more people in our, in our. So, I mean, one of them would be Tara Reed. She created a program called apps without code. She didn't know how to code. She was able to develop it, leverage existing platforms. Now she teaches other people how to do the same. So she's at a multiple millions per year.
Then there is Terry Iijima. So she teaches stocks and trading. Um, she herself has done over 20 million total. She's incredible. I was like, Terry, you came from me like you grew faster than you are amazing, but it was great. I mean, she started. CFS. And then she went out and just made like, put her magic on it.
So she's another one. And she started as a school teacher. So going back to like, what you, what you've done in your life. Like she was a school teacher and she took that skillset of creating curriculum, teaching people, and now she brought it online and she was doing stocks and trading and traveling. And now she teaches that another one would be Laurel lane.
She started in advertising. She brought that up. Which he's online to learn Facebook ads. She taught herself. And so now she has a course on social selling and she now does over a million per year from her course there. Oh my gosh. And then, um, Dominique Broadway, uh, finances demystified. She did 8 million last year.
She's incredible. But she did our weekly webinar strategy where every week you show up on Sundays and do her webinar and get people into her program. And last year to the 8 million, which is insane the year before she just watched her program like a year and a half before. So it's just incredible. So yeah, so we don't lie.
We have a lot of like, you know, those seven figure stories, um, Tatiana, um, yeah. so in Taiwan is in beauty. She has beauty Vogel university. Um, and I think, um, cumulatively, she sent over a million from her program and she helps beauty professionals, um, makeup artists with their, with their, um, craft. So, yeah, so a lot, a lot of incredible people.
I
[00:29:37] Jared Loman: love that the struggle there was actually like you had too many examples, like they, weren't hard to come by. That's absolutely amazing. And then like, like one more, I guess just on top of that is like, what would you say has been the most surprising success story? Um, just maybe in terms of like the topic or the niche.
Well, what stands out?
[00:29:56] Danielle Leslie: That's a great question. The first one that comes to mind is and her husband Vernon on the world schooling. And I think it was because they were teaching this years ago before the pandemic, when it was still kind of a fringe interest. And it wasn't super commonplace. I mean, it still isn't, but it was more foreign.
And I think that one and how now she's doing six figures. One of the stories she shared. She was able to pay for her whole family. And remember she has, I think, six or seven kids. So she has huge family pay for all of them for vacation in Mexico. Um, she got a limo for them and that was like a super special moment for her to have the whole family just ride around in a limo and just feel, you know, just feel like, feel into all the blessings they had created with their love, their, their business partnership, the love for their kids.
Like just fueling. And emanating that love into the world to help other families. I think that one brings me a lot of joy and to know where she's like, she's like, I, I can do this forever. And I don't, you know, I can, it's at a point where it's like, I'm not working 24 7 on it. Like I can get on and coach other parents, um, I speak all over the world on panels about this virtually and in person, maybe we can continue traveling, um, and we're helping other parents do it.
So I think that down one is really special to me because it is about families and love and freedom. Well, roping
[00:31:18] Jared Loman: it back in to kind of you, uh, I guess what's, you mentioned you have another launch coming, uh, in a couple of weeks. Is that right? Okay, well, and that one is part of your more advanced, is that correct?
Oh yeah.
[00:31:29] Danielle Leslie: Actually this one is, for course from scratch pro. This is for beginners. Absolutely. Yes. It's for advanced folks too, but mainly no we're sharing like bare bones. How do you create an infinite offer, which essentially your online. Um, how do you identify your customer? And then how do you create your wealth plan?
And it's w E L L T H. Um, you're the intersection of wellbeing and wealth. Um, how do you create a marketing and monetization strategy that speaks to your wellbeing and your self-expression that generates profits for you? Um, yeah, so it's definitely for beginners people who haven't watched yet, who haven't created yet, who might be on the.
Um, and also for people who have launched, but maybe like I did in my early days, you know, shrunk back and down a little nervous in the self-doubt and they need like that reset and restart. Um, so yeah, this is going to be great for them. So for instance, like if I were to ask you, like, what would you create a program on right now?
What would it be? Oh
[00:32:19] Jared Loman: my goodness. Yes. I that's been the struggle. Like I think about this every single day and I don't know.
[00:32:25] Danielle Leslie: Uh, I'm guessing, but it sounds like you just feel like you have a lot of different things, like maybe like five different things that you could teach. Yeah. And it's about choosing like the first, the right
[00:32:35] Jared Loman: one.
Yeah. Some of the things that come to mind for me, like obviously being in Hawaii, there's a lot of people that want to live in Hawaii and very passionate about Hawaii. As soon as you talk about Hawaii could go on forever. That's something that pops up, like I'm, I'm passionate about AI machine learning, uh, in customer service.
So as a part of the part of this job, like I'm really focusing on developing all of that out. And there's a lot of people interested in that topic out of, but I don't know. There's so many things that I don't even know what.
[00:33:01] Danielle Leslie: So, what I loved is both things you shared, you were really passionate. Like you lit up your, your energy was there.
So that's like such a good sign that, okay, you're on the right track. Like you, you are very in touch with what lights you up, which is huge. So let me ask you, if you were invited just to speak at an event, it could be Ted, or it could be a conference. If you were being. Suited to write a book on a topic.
What would you love to write about
[00:33:29] Jared Loman: and speak on boy, both of those, I literally spoke on AI and ML today
[00:33:36] Danielle Leslie: and then a follow-up question. Which audience would you. Excited to teach. Would it be the audience who wants to learn about AI as customer success, or would it be the audience that wants to learn about Hawaii and the magic of
[00:33:48] Jared Loman: Hawaii?
Oh boy, I'm probably a shed, more passionate about Hawaii, just the personal side of it. I love
[00:33:57] Danielle Leslie: it. So that's a great sign. So when you're kind of going, we're going through the lessons that could fire. Five-star topic, exercise. We do. So that's a great thing to hone in on and just pay attention to because you know, when you're creating content for it and when you're teaching these people, you're going to be in the room with them.
And so it's like, if you're feeding off of their passion for Hawaii, that's going to fuel you even more. So I think that's a really good, so we got an extra point on the Hawaii side potentially. And then one thing I'll say is there's the question of which is the. Of course for me to create. And then the question that's slightly different of what's the first one I'm going to create, because something we forget is just because it's our first day we create, it's not gonna be our last, your last, and we don't want to be stuck in that lane.
Like we don't have to, you know, make our career around that one thing. So if you were to choose the first time based on our conversation here, if you have it pick one, what would be the first one? You'd start with
[00:34:45] Jared Loman: really good point there. Um, I mean, I'd probably enjoy. Hawaii more. Love it.
[00:34:51] Danielle Leslie: Boom. So that, that tells you everything, because guess what, if you have more energy on that, you're going to have way more momentum.
Um, I think about, oh, it's funny or into AI. I think about AI artificial intelligence. It's possible as it relates to AI, which is when you have alignment and integrity. So if you think about it as an individual, when I am aligned mind, body spirit, and I'm super feeling something like my whole, there's no self doubt.
There's no questioning when I'm aligned. I'm in integrity. And just the definition of integrity. It's just like, you know, not the moral integrity, just definition of integrity. All the properties are. It's just the physical property, all those. So alignment and integrity and integrity is AI, which means it's almost like artificial intelligence.
There's no need for manual input. It's like a program. So you become like a program that's running because they're running off the excitement because you're all into. So, and it's, so I love that you're into AI, so it totally fits into like what you're into. That's how I think about things. So when I'm evaluating opportunities or directions to go in, I check in with myself, I'm like, am I aligned?
Am I in integrity? Is this something? And then there's the M if you spell it, aim, the M means momentum. So when you have alignment and integrity, it creates momentum and that's th that's your aim, but that allows you to move quickly. You get the velocity and the acceleration. So you may end up creating that Hawaii program in let's say a week versus maybe the.
You know, AI for customer success program might take you two months. And then when you're talking about Hawaii, you could enroll people way faster because your energy is that much higher. Is that resonating? Yes. Yeah. Okay. Awesome. And then I just want to share one more thing and that's okay. Because I think that's something that comes up a lot when people are thinking about what to teach is they think that their topic is too small and they think that, oh, if I teach piano playing, or if I teach about Hawaii, maybe the most I can charge is like a hundred dollars because I'm just teaching them how to play.
So one thing, when it comes to the topic of Hawaii, I'm curious, what would the outcome be of your program? What would you,
[00:36:48] Jared Loman: the thoughts that have crossed my mind or people who are interested in like living the dream and moving to Hawaii? Because I did it and, or, I mean, obviously there's an endless supply of tourism and I could, I could share a lot of great detail on places to go and how to have optimize your trip.
So one of one or the other.
[00:37:05] Danielle Leslie: So the first one sounded amazing because when we think about, we talk about creating your selecting a course topic, and we say that there are two different types. Of course, topics. One is based on how to do, and one is based on how to be, or become someone. So how to do ours, how to play piano, right.
How to do the same. And. Very finite and, you know, frankly limited, it's like, okay, you're gonna learn how to play piano. So that is a 100, $200 course versus how to become so how to become a master improvisation, piano player. Um, you know, you'll learn how to compose your music. Um, you'll learn how to, um, become more creative, not only on the piano, but in the boardroom, in the living room with their kids.
When you're playing with them, this is going to unlock another grant. Another part of your brain, that's about creative. And you'll learn how to create your own music. Right? So that is speaking to the identity of someone who's creative, a problem solver thinks on their toes because they're improvising, right?
The identity of I'm an improviser. So, so that's when we think about it, when you're thinking about, so your first one about Hawaii, I was like, oh, that's dope. Because you're going for the person who wants freedom. They want to be in a paradise. They want to wake up and paradise, potentially work from anywhere.
And all of those things. Tell me, like that's a huge program. Like that could be, you know, a couple thousand, it could even be a mastermind. You could do an immersive retreat where you bring people to Hawaii. Actually, Jared, one of my, so one of my students she's doing this, um, you know, we talked about the different tiers of your program.
So she's going to first do one that is about. And then our second level is an immersive retreat in Hawaii cause she lives in Hawaii. So there's people there for a wellness retreat and you know, that price point will be more like a five K. So it's very expansive. Um, what you're doing here, because you have a location that it's tied to, it's super expensive and you could have, you know, different offers and really speaks to that.
And the infinite customer and what they want in every level of their journey. So I'm excited for you. It sounds like you're, you're creating a program real quick. Oh,
[00:39:01] Jared Loman: well, I'm creating it in conversations where I'm not getting paid for it because I'm like constantly, like I'm proselytizing this Hawaii life.
[00:39:11] Danielle Leslie: Google spreadsheets, just document everything so that when you launched this program and you're like, you get a free checklist for X, Y, Z, and you've already built it as you've done all these, you know,
[00:39:19] Jared Loman: communications with people. When I do it, I'll come back and give you all the credit. Um, you'll be the first, you'll be the first return guest.
Yes. Well, if you're ever in the area, anyhow, do let me know. Um, we'll, we'll show you around and make sure you get to all the right places. I kind of want to just like wrap this up and, and get a better understanding of like, what has changed for you as a result of going on this adventure, leaving the startup realm and taking this plunge.
Oh
[00:39:47] Danielle Leslie: my gosh. Everything has changed for me. So my really good friend, Tara, and I talk a lot about how the entrepreneurial journey is really a journey into you. It's a journey within if you allow it to be in the early phases, it was more about got to get the numbers, got to work, and as you go on and as you start to face the roadblocks in the.
He realized it really is you versus you and the obstacles and roadblocks are facing might be the fifth grade version of yourself. And it had that night where they got scared because I'm talking to myself or I had my science project that I waited until the last minute to do. And I'm scared. And I'm like, oh no, I'm going to fail myself.
You know that fifth grade version of yourself showing up, but you having to coach her and remind her, Hey, it's all good. Like the future us we've already done it. We're just, we're just in the mode. Like, let's just make it. So I think like the biggest thing for me has been unlocking what is within that. I didn't know what was with it.
And then it has been a journey of going inside and re identifying myself every day. You know, who am I? I am my future self. Well, what is the future? Danielle, Danielle, who's already made the six figures already made the seven figures. Who's already. 10,000 people watch their courses successfully. What is she doing?
You know, when she wakes up in the morning, how does she feel? She exercising? Is she drinking her water? Who is she talking to? Is she texting with Rihanna? Hey girl got to meet up, you know, like, like what is she doing and how can I embody her now? Um, and that, and so I think like that's been the biggest thing.
That's helped me that when I say this has changed everything. It is because it's changed how I see myself and therefore how I show up, where is really this, like, you know, I can do anything. Like I can create anything with my word, as long as I'm in proximity with the right people, the right platforms like this community, you all have the platform you have the community we have in CFS.
Like that's, that's what it's really about. So it means like, you know, living in my dream home, You know, vacationing as often as I want in vacationing means going with my friends who are also seven, eight figure business owners who are like amazing and regenerating new ideas and self-expression on high and like all that stuff.
Um, that's what it's meant
for
[00:41:49] Jared Loman: me. That is an incredible story. Now I'm not only have you done this for yourself, but what I love about this most is you you've, you've done this for so many others. So many others achieve similar results, which is incredible. Um, like as promised earlier, uh, I'm sure people are interested in learning about this launch, that our cat that's coming up.
So what is the best way to find out more about it and
[00:42:10] Danielle Leslie: value? Absolutely. If they just go to course from scratch.com, then they'll yeah, they'll get the training there and if they want. Follow me on Instagram, I'm most active and it's just my name, Daniel.
[00:42:22] Jared Loman: Awesome. Awesome. Well, we will, of course have that in the show notes for everyone to listen to.
Well, with that said, I think that's all we have for everyone today. So thank you. Once again, Danielle, for sharing all of this, I loved your, uh, your, uh, framework that you shared with us early on and how actionable that is. So thank you again for taking the time to share with us today.
[00:42:38] Danielle Leslie: Thank you. Thank you so much for having me on.
I really appreciate it. I love the community. Great. And how you celebrate us as heroes. Yes. We
[00:42:45] Jared Loman: need to come up with some new pens so we can get that so we can keep sending them to you. Thank you again, Danielle. And we will look forward to seeing everyone else next week on the Kajabi edge podcast.
