Million Dollar Micro Business. Tina Tower

Million Dollar Micro Business - Tina Tower


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and joint-venture webinars and stuff like that. And we were doing three a day, I was finishing one and jumping straight onto the next. We used GoToWebinar and sent people to a checkout page. And that was it. It was still really simple. And it was amazing. Then I built several other products and coaching programs.

       Was that week as exciting as when that guy in San Antonio bought the first bartending product?

       Now you make millions, is the same level of excitement there?

      You can see yourself getting desensitised. I think you can choose to hold on to as much gratitude and appreciation as possible. One of the things I talk about with my students and help my students with is what we call Launch Freefall. You've put all this time and effort into creating this program and everything around it, then you put it out there and it doesn't go the way you expected. The only expectation you should have is that it won't go the way you expected — that I can guarantee! So I'm desensitised to the ups and downs of the Launch Freefall. Everything is just always okay.

      We do big launches today, $6 million launches with 150 affiliates and a team of 12. We're doing long days and 50 000 people are going through the launch. Things happen. Today I'm cool as a cucumber. It's just whatever, you know, it is what it is. I think that's just a beautiful place to find yourself — never being reactive or freaking out and emotionally all over the place. Because the way I look at a launch is it's like a Broadway stage performance. If you're too much in your head, or you're freaking out, you're affecting the performance and if you're affecting the performance, you're affecting sales. So every time I go into a launch I simply ask myself, what does my audience need from me today?

      If you want to do something long term, then it has to be something that pulls you long term. Money won't do that. In fact, studies show that money is one of the weakest motivators. Once people have enough, then it doesn't drive them the same way. That's how it has been for me. We took our company from $3 million to $9.4 million in one year. I told people I was going to do that, and they laughed at me. And it was easy, it was so easy to do that. But I'll tell you this: nothing changed for me in terms of my lifestyle, my quality of life, my emotional state. Nothing at all changed there. It doesn't get any better.

      As your skills grow, so will your rewards. One year I quadrupled my own revenue on my own — without any partnerships, and not working with Lewis — and took the business from about $280 000 to $1.2 million in revenue. That's a quantum leap in growth. People generally expect like 10 per cent a year, a little step. This is a rite of passage if you're a personal brand, influencer or course creator. People ask me, what was my secret? What did you do to quadruple your revenue in one year? Was it a new launch strategy? Was it more Facebook ads? It was one thing: I finally let go of the need to be liked.

      So many people come into this industry and see everything through the lens of I hope they'll like me, I hope I say the right things, I hope I get engagement, I hope they give me compliments. People have no idea how little I care about others’ opinions of me. Even when someone says something nasty or bad, it's oil and water. It has zero effect on me.

       How did you get to that level? I find that's what holds so many people back — when they go to launch and they're so worried about people's perceptions.

       What did that shift in your thinking allow you to do with your marketing?

      Everything I was — all of my messaging and content — had been filtered through the lens of Is this going to get them to like me? I would hesitate and water it down and double second-guess it. I was putting what I call a governor on it. A governor is a term used by auto mechanics for a device that throttles back the carburettor so it doesn't open full bore and burn out the engine. I was holding myself back from going pedal to the metal in my messaging and even my self-promotion. Oh, I don't want to come across as pushy, because then they won't like me. So I don't say anything. When none of that matters you open the floodgates and you're just unapologetically you.

      Here's my thing. I don't care if you don't like it. If you like it, great — here's what to do. If you don't, that's great too. What that does is it encourages you to amplify your message, which becomes more powerful and reaches far more people.

      My goal hasn't changed for years, but the game changes all the time. That's a big, big distinction that most people don't get. They focus on money as the goal, and when they don't hit the money, they get upset. Look at me, I'm a failure — self-pity, self-pity. The reality is that goal you created is outside of your control, because you don't have control over the thoughts, habits, actions and behaviour of complete strangers on the internet. You can influence them but not control them. You've said, I'm going to make my identity, my beliefs about myself and my emotional state completely dependent on an external variable I have no control over. How is that working out for you? Instead, my goal is to do something I do have control over, which is to be of service or to put something out there that's going to help at least one other person. I can say and do that every day. And if I'm doing that, then I'm already winning.

       For people looking to get their gifts out into the world, do you think it's harder now because the space is more crowded?


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