Fifty million and counting. This is how big the creative economy is according to the latest studies of a venture capital society Signal fire. From naturopaths to Instagram influencers, this group of content creators, curators, and community builders have mastered the art of monetizing their talents – and marketing expert and launch strategist Destinee Berman helps them do it.
“People have been wondering how to build a career around their passion for so long,” says the former Silicon Valley director who now specializes in marketing and helping offline business owners, entrepreneurs, experts and educators Introducing their online courses to help. “We have now reached a time in history when it is possible to live on your passion. That possibility has never existed before, but the Creator Economy has opened up so many possibilities. ”Through its programs, Destinee has directly taught hundreds of students in 23 countries around the world, and its clients have used its techniques to help more than 17 million Earn US dollars from launches.
“I will do everything I can to create my own content as I build my business around creators who want to build business,” says Berman, who is well on his way to breaking the seven-figure mark this year. She also has a YouTube channel and invests in a San Francisco company that supports the creator economy. “It’s important to me to balance your business with your creative calling,” she says.
I sat down with Destinee to ask her how she jumped from business to successful online business, what the future of the creative industries is, what everyone is getting wrong with online courses, and how to acquire their expertise as an entrepreneur can.
Stephanie Burns: How did you start your career?
Destiny Berman: Entrepreneurship was in my DNA. As a child of Chinese immigrants, I saw my parents earn a lot and lose a lot through serial deals and bad decisions. My father would lose a lot of money if he invested in a janitorial business, for example, but then made a lot in a multi-tier marketing wellness company. To this day, I can tell you about the five elements of Traditional Chinese Medicine and explain how dietary supplements work, since I made sales presentations for them from the age of 13. It was scary stepping on the microphone at first, but I found that I loved speaking and teaching.
The ups and downs of this lifestyle must have felt traumatic as I initially turned down entrepreneurship and opted for a secure job in marketing in technology. Then the company I worked for was taken over. There were opportunities for advancement, but they just didn’t feel exciting. Something in me was pulling me in a different direction. I decided to take a six month sabbatical to figure out what to do next and it brought me back to my passion for speaking and teaching.
Burns: How did you give the go-ahead during your six-month break and start your own seven-figure company?
Bermann: I did a lot of research on the online landscape and participated in many trials and errors. I had a new idea every week. At first I did 200 hours of yoga training and thought I wanted to introduce the yogi mentality into companies. Then I decided to help women reinvent themselves – while reinventing myself. I even helped create an online course and while I’ve learned a lot about what it takes to be successful in this field, fewer than five people signed up for it. I’ve spent a lot of time fumbling around in the dark. However, the most important thing I did was watch lots of webinars, do my research, and find out what my strengths were. The webinars made it clear to me that online courses are definitely the future; and analyzing my strengths reminded me to focus on marketing.
I began to coldly present mind-body business owners looking for help introducing courses. I could see that this was an underserved population. I was able to use all of the marketing skills I had learned while helping companies like Twitter, HP, and Microsoft to help them create online courses in their areas of expertise so that they don’t just take advantage of their in-person lessons were instructed. I hit a six-figure figure in my first six months of business by dividing revenue into my advisory payments, so I essentially bet on myself – and won. That was my first experience supporting the creator economy. From there the recommendations came like crazy and I didn’t have to look for clients at all.
Burns: What exactly is the Creator Economy?
Bermann: It’s not the gig economy. It’s a business model that enables people to break away from traditional employment and still be successful. A creator is anyone who uses their knowledge, experience, and education to create content and provide education online. You can be a YouTuber, whether you’re a doctor, artist, astrologer, therapist, YouTube influencer, or video producer. The economy is exploding because today there are more ways than ever to make money from your skills – like physical products, partnerships, writing, and most importantly, digital courses. You don’t need tens of thousands of followers for that. You can bring in six-figure amounts a year with a small group of real fans.
One of the first things people ask me about creator economics is whether it is oversaturated. It is not. And it’s not too late to get in. But you need to focus on making your messages and positioning as clear as possible and fulfilling a need that is not a nice-to-have. The secret to success in entering the Creator Economy is to be like Amazon, Uber, and Bombas. Start by meeting a niche need, like books, black cars, and socks. As your business grows, you can expand your offering.
Burns: You’re a huge fan of creatives who use online courses to monetize their passion, but what mistakes do you think entrepreneurs make when trying to do this?
Bermann: So many business owners believe that you should sell your course before creating it. But I tell my students that they should market and develop their degree in parallel. When you are in startup mode, people will be asking questions. If this is your first program, these questions will be helpful and you can add them to the program. At the same time, you want to make sure that you are attracting the right people to your course. So you want to be sure of the content as you market it.
Another big mistake I’ve seen is that your course is undercharged because you are basing the price on the content delivered rather than the transformation achieved. If your customers care about reducing anxiety, don’t charge them for the number of modules you offer, but choose a price based on what a fear-free life would mean for them. You can check out other courses in your subject and see what they cost, but ultimately you should do this if you want to charge more so your students can get the result they want, faster. Not because you have more modules.
One final thing that trips people up is the loss of confidence before your shopping cart closes. Getting your course online is not like holding a Black Friday sale. People are not allowed to break open the doors to get in once you open. I often see a significant number of sales coming in on the last day the carts are open. Don’t waste energy and lose hope. Look forward to what’s to come.
Burns: So many people fear that creating an online course will take a long time or use up their energy, but you’ve found a way to get around that?
Bermann: I developed the Skinny Launch ™ method that will get your course up and running in just 90 days. The beauty of getting your idea to market quickly is that not only can you eliminate the overwhelming experience many entrepreneurs have at launches, but you can also make money off of your ideas quickly. Get quick feedback on what your customers want more of so your next launch will be even better. Then just rinse and repeat.
If anything, it takes time to build relationships on a large scale. Organic or paid for, you always need to feed the engine so you have new people to reach out to and sell to. I encourage my students to delve into what I call “Heavy Nurturing” six to eight weeks before the start to create deep knowledge, likes, and trust with their audience. This makes it easier for you to get a “yes” when you reveal your offer.
Burns: I know you are incredibly passionate about helping women entrepreneurs in particular possess their expertise. Why this?
Bermann: American women lost more than five million jobs in the past year due to the pandemic – and those who kept their positions make an average of 81 cents on the dollar compared to their male counterparts. One way to get back into work and level the income field is to pursue your calling and own it. By monetizing your expertise, you will become a full person (not just a mother, wife, or wife). You also get a full bank account. So if you want to buy a $ 200 bottle of wine, you can do so without hesitation. Whatever the circumstances, we can rise above them. I want that true empowerment for women everywhere. I want women to be able to lead the lifestyle we want, with no guilt, full permission.