The Passive Income Myth

RAISE YOUR HAND IF YOU WANT TO MAKE PASSIVE INCOME IN YOUR BUSINESS.

Cool. Now please excuse me while I poo-poo on that dream (dont' say I didn't warn you):

"passive income" doesn't really exist.

womp womp.

I mean, it does sound pretty dreamy right? Create a $27 eBook, throw it on your website, then bugger off (as my Brit Hubs says) to go live in a hammock under a coconut tree somewhere only accessible by two charter planes and at least one super sketchy ferry ride.

But the idea of passive income is misleading because it implies you don't really have to work. You can just "set it and forget it." But the truth is that passive income product? It takes HOURS of work upfront (where you're not getting paid, btw) to create. And then? You need to market & promote it = more (unpaid) time.

Which is why I prefer to call "passive income" leveraged income. Why? Because you bust yo' ass fo' free and then you can make revenue, perhaps with less input.

And this all brings me to my next point:

start.with.services.

I know, I know. The Internet *waves hand vaguely in circle* wants you to believe you can create an online course and build a 6-figure business in 30 days!! Guaranteed!!

Bitch, please.

The fastest path to revenue is working 1:1 with clients. Basically no one believes me when I say this but whatever: it takes just as much time & energy to sell a $1000 product as it does to sell a $100 product.

Because no matter what price point, you have to take your potential client through the 5-step journey of attract, engage, nurture, invite, delight. No one gets to skip that stuff.

Think about it this way: that $97 online course* you want to create as "passive" income? How many people would need to buy that for you to actually make a living? If you sold it to 309 people you'd make $30K gross revenue (so really, you'd be taking home $20K).

Orrrrr you start with 1:1 services at $970 and guess what? Now you only need to bring in 30 clients to make that same $30K of revenue.

Selling to 300 people?...Or selling to 30? I know which one I'd choose, any day of the week (and twice on Sunday).

Have I convinced you to please hit Pause on that online course? or membership site? (why are these EVERYWHERE now?? jeezus)