Expanding Your Impact on Autopilot with Passive Income (Interview with Bria Hash)
I recently had the pleasure of interviewing my former client, mentor, and business BFF BRIA HASH of Virtual 4ourty.
We had a lot of fun discussing a recent pivot in her business from virtual assistant agency to full time course creator.
We talked passive income, digital products, and STAYING IN YOUR LANE. Because I don’t want you to miss any of this, I’m going to share the transcription of this interview below.
Bria: If I can get my camera right. I gotta see if I can move my camera, I did it.
Jessa: Okay. I see you good on Instagram and I see you on Facebook. I think we're good.
Bria: Great, hello ma'am.
Jessa: Hello. How are you?
Bria: I'm fabulous.
Jessa: Let's let some people get in here, because this is going to be too juicy to just dive in.
Bria: Oh, hey question, can you see me on Instagram?
Jessa: I sure can.
Bria: Okay, well it's not connecting on my side, but I don't need to be connected. Let's just do it.
Jessa: Okay, yeah you're good. Hi guys, thanks for joining. There is a little bit of feedback Bri, I don't know if you want to mute me on one.
Bria: It's not me it's you, you gotta get a headphone.
Jessa: I'm muted. Okay. Hi guys.
Bria: You need to put a headphone in one of your devices, either your phone or your computer.
Jessa: Okay, let's see. Is it really that echoey bad?
Bria: Not to me.
Jessa: I don't have my headphones with me.
Jessa: It's not echoing anymore.
Bria: Okay great.
Jessa: Well that's good. Hi guys. Okay, so today in the break room, we have the queen herself, miss Bria Hash.
Bria: Hello everyone.
Jessa: Of Ritual 40 and I have learned so much from this woman and I wanted to bring her in so we can talk about what it is that has completely changed her business and her life. And that is, passive income, digital products and courses. If we have not yet met, my name is Jessa Glover and I'm a business strategist and automation expert and I create automated systems that convert and simplify and I'm going to allow Bria to introduce herself as well.
Bria: Hey everybody. I'm so glad to be here with y'all, me and Jessa, we roll tight. So this is going to be a really good conversation that we're going to have. But if you are just now meeting me, my name is Bria Hash, I'm the owner of Virtual 40. I started my business as a virtual assistant, so I was assisting other people who eventually would go on to create classes and courses. Since that point, I started to create my own digital products, classes and courses.
And it's just been a beautiful thing. So I've been able to create passive income for myself. I've been able to just live a life that I did not think that I was going to be able to live. So we're going to be having a conversation about systems and deserving and our ability to earn and passive income and all those good things. So if you want to get into digital products, this is going to be a great conversation for you.
Jessa: Absolutely. And we have some people coming in, so I'm going to say hello. And it looks like our Instagram got disconnected. Do you see me on Instagram?
Bria: Yup, I'm going to reconnect with you, [inaudible 00:03:35] this role.
Jessa: There we go.
Jessa: Wonder what happened. That's not the first time that's happened to me either. Okay. Let's see. And we're back.
Jessa: Okay, I can see you good. I can hear you good.
Jessa: We are going to go ahead and dive in. So thanks for those of you who are coming back in and let's move into this. If you guys can hear us, I know we're having some technical difficulties, but if you guys can hear us, can you give us some hearts or comment below and let us know that we're good to go? I don't want you all to miss any of this.
Bria: Hey Shiban, hey Kristy. Do you want to turn down the volume on your phone or Instagram?
Jessa: I did, I just. Yeah, okay good, we have hearts so we're good. So, Bria has, as she mentioned, she's completely shifted her business based off of passive income, digital products, courses and she successfully replaced the income of her virtual assistant agency with these different income streams. So Bria, how has passive income shifted your business and your life? What has it really done for you from first a business perspective and then a personal perspective?
Bria: Oh, so I love, love, love that question. So, you said business first, right? Okay, so business, what actually happened to me is that I was able to create income on demand. So when I was a virtual assistant, I mean anybody who's in that industry, you get paid like once a month or if you have a twice a month retainer, you get paid on that schedule. When I changed and shifted over to digital products, I was able to make money everyday.
So, it was a mindset shift. So instead of getting paid $1,300 in a lump sum from one person, I was getting paid, let's say $300 a day from several people, like ten people.
Bria: So it became a slow burn, but it was more of a consistent thing, like showing up consistently. And I think that a lot of us are just afraid to trust ourselves, so this is what goes into the personal, knowing that I was in control. And trusting myself to say, "If I show up, good things are going to happen for me", and change my mindset as a business owner and as a person.
So that's one of the personal things that happened. I would love to say that I got a lot more of my time back, because I think that's one of the things we say when we go into digital products. But much like any other business, when you are starting it, the first two or three years are testing, being in it with your audience, gathering market research, just earning your stripes. So I have not gotten to the place where it is completely passive, but I love the fact that I can create something in November and then wake up on March 20th and see that somebody bought that, because nobody can take it from me.
Bria: So, passive but not completely passive. And it never really is, it's like that coin phrase, make passive income, make passive income, but it's not, that's not 1,000% true. And it hasn't been that way, for me at least. But I love the work that I do and I love that I've gone from serving one person to many people. So it's been a wonderful thing actually seeing this happen over time.
Jessa: And with that, like you said, you've been able to go from helping just one person, to helping an unlimited amount of people that really increases the impact that you leave, right?
Jessa: And you also mentioned the mindset shift, that came with the time freedom. Can you go into that a little bit more? Because I think that's a big part of, as a CEO, when you are earning your stripes and going through your business and the growing pains that come with it, there's a mindset shift that comes when you start to learn that things are easy and money is, and you can step into your business as the CEO and not as an employee of the business.
Can you go into that a little bit more?
Bria: Oh yeah, it's just bossiness. Like you get super bossy when you start to control your income.
Bria: And I think I learned this, I will say I learned this from Molly Til, she basically, she's like the owner of Crow Box and her branding is immaculate, if you haven't seen it you need to see it. But she is one of those people that she just tells it like it is. And I heard her say one time that she cannot say yes to everything, because she knows the value of her time.
So for me, even sometimes when I think about taking on retainer clients again, I think several times because I'm like, "Oh, you do realize you can make that in a day, what you would be working and doing for a month with someone for". But understand this, I would not be here if I had not been a virtual assistant first, if I had not gotten my experience in, if I had not put in the work, because my degree's in psychology. So I had no marketing experience, I did not go to business school, I did not have any of those different things.
So the process that I had taken was necessary, but now with my mindset it's like, okay and you have to ask yourself, do I prefer to just work with one person at a time? Because at one point that was my preference and you could not have paid me to create digital products. But now, I am at the point where I realize that my voice and the visual, just having me in certain spaces makes an impact.
So I am truly, because I first of all learned the price or the value of my time, but also learned the price and value of my presence, have shifted the way I think and the way I act about the spaces that I show up in, and the consistency of my presence in those spaces. So it's been a journey, it will continue to be a journey. But for those that are trying to shift their mindset to trust themselves, yeah I got a crash course in that, in life.
Jessa: I love that. You mentioned that quote, but there's also a quote by one of our mutual faves, Lisa Nickels and she said in order for my yes to have value, my no needs to be said. Come on now Lisa.
Bria: Say that.
Jessa: If you're just joining, you just missed a bomb quote. We both love Lisa Nickels, if you don't follow her you need to. She's super inspirational and she has a quote that says, "In order for my yes to have value, my no needs to be said".
Jessa: And that, for me, even me personally, where I'm at in my business, I still have to remind myself of that regularly. Because it can be very tempting, when opportunities come up, to be like, "Yeah, yeah yeah". But I realized and one thing I've been focusing on recently is, would next level Jessa say yes to that? If no, then say no.
So Bria, why, well let me think about this question. When it comes to digital products, somebody who is just getting started, what exactly do they need to start putting out digital products?
Bria: Systems wise or?
Jessa: Systems and, I would say yeah, let's start with systems wise.
Bria: Okay, so just straight up and I don't like to make this sound too simple, but you need WI-FI, you need your phone or a laptop camera and desktop and a place to upload it. So what I do honestly, is I create a lot of my digital products on Facebook live.
When I was starting, or when I started to lose time, I would create master classes out of Facebook live. So my audience already knows that when I show up, I'm showing up. Because a lot of the time, I don't have time to do Facebook live, webinar, master class, all these different things, I don't do all of that. I make it simple and I say, "Well okay, there's a download button on Facebook. When I come on Facebook I'm not going to play with people and say it's free and it's available so I'm just going to give them half information", I just do it. And that becomes a master class, I get some visuals to go with it.
I will say this, in the digital product industry, your visuals are everything. So because you don't have the banner or the billboard or the brick and mortar where you walk in and you can smell the environment or feel the environment, you have to make people feel you through your visual messaging presentation. So I would just say, on the side of tech, what I use just straight up is either my camera, my web camera, which is a Logitech, it says HD1080P, but what I know is that's not a brand that's a quality. So I don't really know about tech a lot, Jessa that's your lane. I use an ATR mic that I got from Amazon, but other then that I just use my iPhone headset, so I have those on right now.
Bria: Canva is what I have used for graphics, thank God I've been delivered from doing my own, because I didn't do them well. But, yeah. That's what I use to get started with digital products. And to be honest, the very first digital product I had was a workbook. And I encourage anyone who's looking to get started with the workbook, instead of just going out to say, "I'm going to create this massive course", because when you get into digital products and when you get into that arena, you have to learn what your area is. And that doesn't come from just God coming down and saying, "Boom Bria, this is what you're going to do forever".
Bria: It comes from you making the decision to say this is the area that I want to be in, decide it and then allowing the process to refine you.
So yeah, that's what I did when I got started and that's the tech that I started with. As I've gone on, I've tried other platforms and other systems and all that good stuff. But nothing beats Canva, Google docs, Zoom, every time I do my list it gets better right? Shame on me. Canva, Google docs, Zoom, my camera, my mic.
Bria: All of them are nice at this point if you can do it.
Jessa: So what I'm hearing you say, essentially is, use what you have and show up with what you know.
Bria: Uh huh (affirmative).
Jessa: A word.
Bria: Yes, a word.
Jessa: Use what you have guys and show up with what you know. You kind of breezed over the market, this is I think one of the most crucial parts of having success when you have a digital product, is actually putting out something that people want. So, can we dive into that just a little bit now?
Bria: Let's do it, is it too early, can we do it? Hey before we move on, because nobody, am I not seeing the comments?
Jessa: I see, no we've got people in here, but they're real, you guys are real quiet.
Bria: Listen, we're not doing that.
Jessa: Let's talk, oh my girl Christine is in here. Hey Christine. Antonia, hi, thank you. Hey. I saw Shavan in here earlier, hi guys.
Jessa: If you're with us, whether you're on Instagram or Facebook, intently, good. If you're on Instagram or Facebook, let us know where you're listening from. Are you at work on lunch, are you at home in your home office, are you in Arizona, are you in Virginia, Atlanta? I'm in Atlanta for those of you who don't know me and Bria is in-
Bria: Virginia. You're like, where are you right now? Because that's the life we live, right? I'm in Virginia right now, for sure.
Jessa: Yeah, but you just got back from Chicago, which was awesome.
Bria: Yes. Amazing, amazing.
Jessa: Here is where? Is that Atlanta or Virginia? I love it. Awesome. Okay, so let's see if we have, okay Facebook, we're still good on Facebook. We have people from San Diego, hello west coast.
Alright, we talked about the market research portion that is crucial to digital marketing products.
Bria: Yeah, well you told me to skip over it.
Jessa: Yeah, let's, well yeah. Let's dive into that a little deeper.
Bria: Yeah, so let's just and I'm just going to drag this and go. So, if you're ready then you're ready, if you're not, then get ready. So most of the time when you're starting in digital products, you don't yet have an audience. So I already get it. You're probably looking at me from where I am right now, if you've ever met me or people that are doing the dag gon thing and you're looking at them and saying, "It's easy for them because they already have an audience".
Here is the deal, I would not have an audience and nobody else would have an audience if we did not decide who our audience was. So most of the questions I get are from people who are saying, "Well who's my target audience? How do I know my target audience?". You decide, you decide what gender they are, you decide what sex they are, you decide what industry they're in, you decide where they shop, you decide if they have kids, you decide what age they are. You have to make the decisions because you are creating the person that you actually want to work with on a daily, weekly, monthly basis. You have to make a decision and if you're not going to make that decision, you don't want to grow your audience because if you make something for everybody, you're essentially making it for who? Nobody.
So that's the first thing that you have to do.
Jessa: Let me pause you right there and just say personal story, quick. Once I got this message you guys, from Bria, once she kept giving it to me, but once I got it and it clicked, game changer.
Jessa: Game changer in the engagement from my audience, game changer in the growth of my community, game changer in my sales and the people who opt into my email list. I mean, once you understand who it is that you're speaking with and working with, makes everything so much. In fact, I used to hate sitting and writing my captions for social media, because I didn't know who I was talking to.
Jessa: But now I do it once a week and I love it and I enjoy it, because I know exactly who I'm communicating with.
Bria: Yeah and it's a tell tale sign. So, if you don't know how to talk to your audience, that means you don't know who your audience is. When I think about my audience, hey Bobby, when I think about my audience, I actually see her. When I'm thinking, when I am creating a product, I can actually visualize her. I know what she has on, know what she's wearing, know what grocery store she likes to go to, I know she don't like to go to Wal-Mart, I know she likes to go to Target, I know what she [inaudible 00:19:46] her stop with. I know all of these things.
This is not something that I play with, because think about how you feel when you have a custom made experience. You act very very differently. When you go to your hotel and you can see rose petals for Jessa laid out on the bed, you're going to be like, "Oh my God, they love me".
PART 1 OF 3 ENDS [00:20:04]
Bria: Jessa laid out on the bed, you're gonna be like, "Oh my God, they love me." But if you go in and just say hey you gonna be like, "All right, that was cute. That was nice." But when it's customized, you respond differently and so does your audience. So your audience is not questioning. And a lot of us deal with objections so let's just talk straight to the virtual assistants, the online business managers. Those of us that are out here that are in that lane and in that industry, when it comes to creating experiences for our audiences we try to ... And when it comes to selling, let me just get straight to selling. When it comes to selling for our audience, we try to make up for it on the call. When we get them in the ... we get them on the client calls and then we're trying to sell them then. Your audience should already come to the call and it should be match making. It should not be I'm selling you and trying to figure out if I'm the right person for you because everything that you say and do you should already say, "Okay so where is my invoice? Because I need it because I need you."
And that's the same thing for digital products. And this as systematic as a software would be and a lot of us, we try to put softwares on top of what should already be in place, right? So a software is a system but you are a system. So until you treat yourself and your audience and your business like a system and you're systematic and strategic and intentional with it, putting a software on it [inaudible 00:21:37] Trello, Workflow is not gonna be helpful. Jessa cannot put lipstick on a pig, right? I cannot put lipstick on a pig. You have to know what you want and what your outcome is gonna be and then the system just replicates it for you over and over again.
So the same thing with digital products. So you, Bobby said, "Yes, where is my invoice?" Because that is how I interact because think about how you would act if you know you made something for someone. You would expect them to appreciate it, right? So it's the difference in energy that you have when you actually handcrafted something for an audience member and you say I know I made this with you in mind. When it comes to actually making the next step you're gonna be less cautious and less in your mind about it because you're gonna know for a fact that it's yours.
Bria: And it's theirs too. So that is really the difference in knowing your audience, doing that market research. Because when you know your audience, your audience talks to you, they engage with you, they feel comfortable. I have people say stuff to me on the internet and I look and I'm like, "Do they know that other people can see this?" Like I literally do that. I just sit there and I'm like, they do ... but that's really what you want to create, a safe space. And the way that you create a safe space is to create a custom space. Because you know that other people that are around you feel the same way and do the same things.
Jessa: Absolutely. So once you have your target audience, check. Next step in your market research?
Bria: Go where they are.
Jessa: Mm-hmm (affirmative).
Bria: So Facebook groups, I'm joining their Facebook groups where they are. Even if I'm not a stylist. If I want to be a BA for style, if I want to create digital products for styles, I'm gonna go and I'm gonna look at what they say. And once I go where they are, so groups, forums, YouTube videos, other authorities. So people that are already consuming my industry even if they don't do the same thing that I do, if I know they have my target market I will go. It's called copy stalking. So it's like going to stalk them. But the key to doing this is to increase your empathy. So going where they are doesn't matter if what they're saying is falling off of you. It's almost like having on a water repellent vest. So it's like nothing can permeate you until you decide that you're going to receive from them.
So what I do, I will go to a YouTube video, if I'm trying to create a digital product for I'm just gonna say with stylists, right?
Bria: I might go to a video that will say how to start a personal stylist business. And when I go to the video, the person who was the authority at that point in time might have their video, I don't even listen to it. I just go straight down to the comments. And I will see what people are saying. They might say things like, "Oh I've been having problems with getting clients." And I'll say okay. And then the next person might say, "Oh that was a good point when you said," they'll say blah, blah, blah, blah. Style your clients for where they want to go and not where they are, and I'll say oh my goodness, that's a piece of content. That is a piece of research that they are now giving me so that I can then create social media content that will mirror that or give the answer to that. So I then put my feet in the shoes of the expert and I will then start answering them on my social instead of in their environment.
Bria: So I don't redo anything. I don't make up words and I give my audience an opportunity to talk to me. So we create our pages and they're just starting at 200-300 followers. Sometimes we don't ask questions because we're afraid that nobody will answer them.
Bria: Ask them anyway.
Jessa: Yes. Absolutely.
Bria: Because if you don't train your audience to talk to you then you can't expect them to, one day when you get followers that are never gonna come because you're not talking to them, you can't expect them to just start talking to you then. It's when you have zero people, when you have 30 people. I was making offers when I had like 30 people on my email list. I was treating them like they were 300 people or 3,000 people and that's why I made 30,000 with really no people and no audience. Because I was just focused on the relationship. And I will always be focused on that.
Jessa: And you said something that I think is, I know is really important and that is, essentially we teach people how to treat us. And so when you're quiet and you're waiting and you're like, "Oh once I get to like 1,000 followers then I'll start doing this." Do it now.
Jessa: With what you have. Like we said earlier, use what you have and work with what you know. It's really that simple, guys.
Jessa: So we have had some new faces join and I wanted to, again, say hello. You guys, today we have our expert. She is an expert, Bria Hash at Virtual 40 and she has completely shifted and transitioned her virtual assistant agency into course creation. And she's able to use what she has and what she knows and really expand the impact of her work to touch several people as opposed to just working with one on one clients.
Bria, do you want to add to any of what I just said before we move forward?
Bria: No. I know that we're skipping things because to go from virtual assistant to virtual agency to, you know, course creator, it's a big wrap, right?
Jessa: Yeah, so fill in that gap for us.
Bria: Yeah, that's a big jump and I would like to bring context to that because I know, and I never want to enter a space where I'm leaving people confused and leaving people feeling like, "Oh I can't do what she did." I want you to know that you certainly can. So here's the way this worked for me. So I've been in business a little over two years. I started off as a virtual assistant and that's how I transitioned out of my nine to five. So I was working in college admissions, I found out about being a virtual assistant and I basically started doing social media, email management, those kinds of things.
As I got more refined as a virtual assistant, by refined, I mean that in the first six months or so, I really realized my area of expertise, which was information and information products. And that's because of my background. So everything that we go through is meant for us. So my jobs that I had in the past, my degree, which psychology is not just sitting somebody on the couch and talking to them. I was in heavy research. So pulling together information, doing reports, making it make sense was just a part of my DNA. It was something that I'd always done.
Funny story, when I got out of college, I had been accepted to a doctoral program so I was supposed to be getting this ID and then something told me no so I didn't do it. So then I went and worked in insurance. And how embarrassing because the managers were like, "You know we can see your resume. Are you sure?" And I was like, "Yes. This is what I'm going to do." Not necessarily what I want to do but I was very, very clear in that was what I was going to do. And I didn't understand what was happening, they didn't understand what was happening, they were just like, "Hey, you're here. We're glad that you're here. We know that you're going to be a good addition."
So I worked at insurance, and not in leadership. On the phone, writing policies. But what I did not know was that before, the company that I was working for was owned by Warren Buffet. And before you ever get to write a policy you spend six months, eight hours a day, five days a week, in sales training. So at that time, I did not know what it was for. But when I became a virtual assistant I knew, immediately, oh people are struggling getting clients, they're struggling closing people. I don't have that issue because I know how to overcome objections. I know how to listen to people, I know how to respond to people. And I was like, holy, what in the world?
So my first digital products, while I was still a virtual assistant was first of all, four step plan to become your own boss. It's still one of my highest selling workbooks because I started right then and there. So one thing I had done was transition from my nine to five and I knew a lot of people who wanted to do it. Transitioning from your nine to five is much less business and much more personal. So getting your personal finances together, getting your mindset together. So I created that workbook. And then I started to go into trainings for virtual assistants on how to sell because a lot of my peers were not doing well with it. They just wanted to sit on the back side and just do the work. They did not want to market or to get clients or any of those different things. So I just took the strengths that I had at that point in time.
So at that point I started to build my agency because I started to position myself as an instructor. I did not just jump from virtual assistant to course creator. I had to build my business so that it would support and supplement my income from actually being a physical virtual assistant to supporting the lifestyles, the invoices of my team and then I made the transition from that point to course creation. But I do want to say this to you guys, every time and any time you make a transition in your business, you might have to go backwards to go forward.
So when I transitioned from having an agency where I was carrying big, high ticket clients to being a course creator, I had to make my team smaller, my income took a hit. But I went back because I knew what and where I was going. So there was a lot in between that journey and it's happened very rapidly. Again, I've been in the industry for two and a half years. I have not been here for a long time so if you're looking and saying, "I want to do the same thing," you've got to be willing to do what I did. And that is totally immerse myself in learning and growing every day. I am a consistent learner. So I'm a teacher but I'm also a learner. And that's what's required of you if you want to enter any space.
Jessa: Absolutely. And with the learning, in part the learning helps you provide those solutions because you're also finding in your research and the things that you're learning, what questions people are asking. And therefore you're able to answer those questions through content and courses.
Jessa: I love it. So for those, we touched on the tech side of it and we touched on the market research, but what's one thing that somebody who is looking to start setting up some digital products, digital courses, digital products or courses ... Actually, what's two things they can do today to get started?
Bria: So the first thing they can do, and the first thing they will absolutely need to do, is decide their area of focus. So look at their experiences and value them. So a lot of us overlook the things that come naturally to us because they come naturally to us. So I was in a workshop this weekend that I was teaching when I was in Chicago and somebody was like, "Okay, so I love organization, can I make a course about that?" And I was like, do you know, there are so many people who hate organization, who wish they were more organized.
And that was just really a representation to me that we don't always see our value. And we don't always see what we contribute to our environment. And those are the types of questions we want to ask ourselves. So what do people consistently ask me to do? What assignments do I naturally sign up for? Why am I in tap to be in different spaces? Asking yourself that question is extremely important, or those questions are extremely important so that you can see where your value add is.
And then once you figure out those topics and figure out what you actually contribute, sitting down and starting, this is number two, starting to build endurance. So you don't necessarily want to just, again, go and create a course, you may want to start with doing a live stream. You may want to start with creating a PDF download. Start at the most easy. So, you know, with the path of least resistance. Because if you start trying to do what I do or what you see Jessa do, you will then confirm to yourself that you are not good enough. You will then confirm to yourself that yes, this is too hard. And it's not too hard.
And I find, like I said before, even about transitioning from your nine to five, that most people are just looking at what their impossibilities are. So they just look at, "Oh well I work a nine to five so I can't go live during the day." Well go live during the night. There are different time zones. We are in a global market. "Oh well I don't do well on camera." Well start with the workbook until you build up your confidence. We find, or some people, because I don't, I only see my possibilities. My impossibilities are none of my business. Because I really, and this is where I cut with a lot of people. Because I had some, and have some real life things that I need and want to have happen. So when it comes to me making excuses, I don't play with myself. I don't give myself those outs, I don't make excuses around what I can and what I can't do because I know what I need to have happen in my life. And if you are that person, you will only look at what you can do.
And within that you will begin to create structure and say this is my commitment to myself. I'm going to show up one time a week on Instagram story, one time a week on Facebook live. I'm going to do one webinar. And the thing about it is when I started doing webinars or master classes, I didn't do one a month, I did one a quarter, because that's all I could do. That's all I could do. And I wasn't going to force myself or to put myself in a situation where I was competing with the people that were in my industry who was doing a webinar a day or a webinar a week because I couldn't do it. So I started where I was.
So the first thing I said was to choose your topic, second thing I said was to do what? Was it be visible? Show up?
Jessa: Show up.
Bria: Listen, this is stuff I do in my sleep, y'all so I don't keep up with points. But listen. Do it.
Jessa: And for those of you, what I'm hearing you say, too, is tied to what we talked about earlier with understanding who your audience is and behind that is also your bigger why and the motivation and the drive that you're seeing this woman Bria, radiate, you guys, comes from the fact that she knows why she does what she does and it's bigger than just herself. And that's why she's able to commit to showing up regularly and consistently like she does.
Bria: Mm-hmm (affirmative). Social responsibility is what I call that. That's a big deal. Because if it were just about me I wouldn't be here. I would be saying I'm tired, I would be saying I deserve a break, I would be saying I have too many ails. Literally. But there is social responsibility that comes with taking the position of leadership. And if you choose to be in business you are in leadership. Your leadership doesn't have to look like mine, it doesn't have to look like Jessa's or anybody else's but you are in leadership. And it is simultaneously accepting that if you don't do it, it won't get done.
So we oftentimes think somebody else is doing it better than us or somebody else is consuming our marketplace when that's not true at all. They're not. Because they cannot reach. And even if we're just talking about doing virtual work and not necessarily even doing digital products, if that person can't relate or trust they're not going to work with that service provider. So it's really important that we have social responsibility and say it is my responsibility to do and to consume this area of the market no matter how small. Because for a while, my client base was like 10 people who would just buy over and over and over and over again. And I'm like, "Y'all stop buying this stuff. Please. I got to the point where I was like, "Listen." I would be able to call them out by name and be like, "Are you implementing this?" But I'm telling you, that's how serious it was when I got in my industry because they weren't consuming from anybody else so that got me up in the morning like, "Oh, if they're gonna learn this they're gonna learn it from you."
So you have to do this. And that's how serious it needs to be for some of us because we are talking ourselves out of doing what we're actually supposed to do. And I personally don't think it's optional. I think that it's like you're calling this like a command. It's not like something like whenever I get ready, whenever I get better, whenever I get perfect. No. Now.
Bria: Like right now.
Jessa: Do it now.
Bria: Everybody, type in now. I want to see you guys type that in because I think that somebody needs to hear that, let it sink in, realize that, accept that about themselves. Because everything else, we look at everybody else and feel the urgency. But for us we just like, tomorrow, next week, next month. When I get the money, when I'm out of debt, when, when, when, when, when.
Bria: And we need to say now, right?
Bria: So Ariah, type in now. I see you saying that's me. I want you to see now, yes.
Jessa: I love that. So you guys, we are about to move into a quick Q&A to wrap this up. But I wanted to say two things and that is a lot of what we've discussed today, Bria's story, how she got to where she is now is discussed in her book, the Melanin Marketer.
PART 2 OF 3 ENDS [00:40:04]
Jessa: Now, is disgust in her book, the Melanin Marketer, which is now out. After this livestream, there will be a giveaway on my page, so look out for that to enter for a free copy of her book, the Melanin Marketer. If you think livestream was good, all of this is in here and more.
Bria: Mm-hmm (affirmative).
Jessa: So be on the lookout for that. And Bria, you also have something exciting going on right now that I think you should share with everyone.
Bria: Yes. So I'm having a five day challenge right now, we are technically in day three. We were supposed to do this last time, last week, but y'all now Instagram and Facebook plays too much. But we're still here and I want to invite you guys to come into my challenge. So I'm having the cultural course creators challenge right now.
It is happening in a private community. If any of you are wanting to sign up and want to figure out what your course or digital project idea is, if you go to bit.ly/culturalcoursechallenge, you can sign up there. And that's bit.ly/culturalcoursechallenge. You can go ahead and grab your spot there. I do encourage you though, if you want to get in, get in. And make sure that you show up for the follow up page because that will give you access to the private community.
But I'm going to tell you, we have been working on, for day one we nailed down our topic, we're defining and refining, because doing it once is not good enough. Understanding why you're doing it is the most important thing. Today, we just went over overcoming anxiety with course creation, because it's not that we don't have the information, it's that anxiety controls a lot of us.
Jessa: And fear, right.
Bria: Yeah, it's the master of us instead of us acting in diligence and acting based off of what we're going to do, we let our internal dialogue keep us from doing things that we need to do. So yes, the link is on my page so if you go to mypage@virtual40, you can find that, but I'm going to go ahead and type it in while you guys drop your questions, I would love to have you guys there.
Jessa: You paused for a second, but I see you again. Are you putting that link in the comments?
Bria: I sure am.
Jessa: Okay cool. Love it. Now, we're going to open up the comments for more questions for you guys, but I'm going to take a quick second to introduce myself again to any late comers. I'm Jessa Glover, and I'm a business strategist and automation expert who helps online entrepreneurs create systems that cover and simplify. And Bria is here joining us. She shared her story from Virtual Assistant, to Virtual Assistant agency, to now course creator.
Be on the lookout for the giveaway coming up on my page of her book, the Melanin Marketer. You guys, I've been reading my copy. It's a super easy read but it's super juicy and very helpful and a must, especially if you're just getting started. The Q&A time, let's do it. I know we covered a lot in today's session, so what questions do you guys have about any of the things that we've covered today, as far as course creation, getting started, your audience, market research? We talked about a lot. So I'll give you guys a minute to drop your comments in the questions below and let us know what challenges you're facing, what questions you have. And don't be shy.
I'm sure if you have that question, somebody else does.
Bria: While they post their questions Jessa, I would like to ask you a question.
Bria: I mean to ask you to, because I believe that you should be in digital product creation. I think you have a lot to share, I think you have the personality to consume and to be a thought leader in your industry. What questions do you have about digital products? So one thing y'all don't know, is Jessa and I, we meet every Wednesday and we have strategy sessions, we just exchange information to one another.
So Jessa and I are used to working together to bring out ideas. And sometimes we're talking and I'm like, I wish somebody could see this. I wish they could see this happening but the [inaudible 00:44:43] that we have, by just being here for one another and actually helping one another and to talk through ideas is extremely valuable. So do you have any questions about creating digital products, and if you have anything impending, what do you, since we don't get our time today, what do you want to ask?
Jessa: I currently, well let me back up. This week, I released my first course. My first class, it's not a course. It's a class on automated lead funnels for overwhelmed online CEOs who are looking to automate that process and start bringing leads and qualifying leads in autopilot.
And this class right now is available for free, but long term, I would like to put this into my store as a digital product, and [inaudible 00:45:39] for this. How do you price your digital products? Where do you assess the value in the time you've put in or the value that people perceive from your product, how do you accurately price your digital offerings?
Bria: So value, price, two different things, 1000% percent.
Bria: So right now, your digital class that you have created is priced at zero dollars, but the value of it is much more than that obviously. This is the way I do it. So whether my product is free or paid, you should understand that I always create with the intent that it can be purchased. So I never, and a lot of people do it. Some people will create a digital product and they'll say, while it's intended to be free so let me go ahead and BS people for the next 30 minutes.
And what that actually does, it that sends out to them with their first encounter with you, that every time they meet you, you're going to BS them. So that is why I have taken the lane of always putting value first. So regardless of what the price is going to be, putting value first. I also want to release you,, because I don't want you to think because something has been free for any period of time, that you can't turn around and make it paid? Because this is your business.
When you say it's paid, it is paid, and that's it end of it. Because you know already created with the intention that it was going to be value to the people that it reaches. Now down to pricing strategy, when it comes to pricing strategy, what you want to think about is how much money is it saving someone, how much money is it making someone? So if it is saving someone money then that obviously gives you the right to charge. If it is making someone money, you better text, okay?
Because when it comes to that, you want to make sure that they understand the perceived value of your product. Now I am going to tell you, I'm just going to give you guys some ranges. So from workbook to depending upon your industry, and depending upon your audience, you are typically going to price your items, you can go anywhere from 12 dollars to 67 dollars with workbooks. I've even gone to 129 dollars with workbooks, given that they were given hard strategy that will make money.
When it comes to my masterclasses, my masterclasses are going to go anywhere from 67 dollars to 167 dollars. When it comes to my courses, my courses are going to start at 129-
Jessa: Can you go back and go to your masterclass?
Jessa: 'Cause I'm writing it down as we would in our normal session.
Bria: Okay. So masterclasses for me are going to start at 67 dollars, and they can go from anywhere to 129 dollars, this is for a single class.
Bria: Now for courses, okay. So I completely lied when I said courses start at 129 for me, I don't know what number I said. But my courses are any course, let me just do a broad landscape. My courses can go from 167 to let's say 997. But I have also taken courses that have been above 2000. I have taken courses that have been above 3000, because they have propensity to help you to earn. And that's where you really want to find your value.
Are you saving people time? Are you saving people money? Are you making people money? That is where you want to value your product. And then to add another layer to it, you want to think about your audience. So if your audience is a value seeking audience, that means that they are at the bargain bin and they are trying to save every dollar that they can. You want to think about that. And that's why I always really am strategic about my audience .
Because if I want to have products that are making me high ticket price, then I am going to make sure that my audience is a luxury audience, or a business based audience because people will pay more for things that they can make money on. So I just think about who I actually serving because I can take one product, and at one time be serving one audience. And I'm going to give you guys a very specific example of this. So sometimes I will do classes, because my audience is the black entrepreneur that is consuming the information space and consuming service based industry.
So I will sometimes to pick your price offers, meaning I would have a masterclass and they could put in what price want it to be in. And I do that because of what my purpose is, and I can. I have to say that real sassy. At this point, I can, okay? But here is the deal, we have to think about where we are. If you did pick your price right now without having any industry expertise, without having set your value, without people knowing what you actually bring, you will actually create a model where you're teaching people how to treat you. So you are not at that point where you want to do that.
But I will tell you, for me it works because I'm trying to reach out to the people who otherwise could not pay 97 dollars for my masterclass or 99 dollars for one masterclass. So I'm thinking about my audience, when I am creating my pricing. And I chose my audience based on the price that was able and could afford, because the thing is, you don't want to be creating a business that will become a Frankenstein.
So if you know that you have big need to earn right now, you want to choose your audience carefully because you want that audience to be able to purchase.
Jessa: Mm-hmm (affirmative), okay.
Bria: I said a lot, that was a lot of pricing concepts in one.
Jessa: You did. That was good. I mean that's how our sessions go.
Bria: Mm-hmm (affirmative), you can handle it.
Jessa: So that definitely answers my question. So let's work through the questions that we got from our community.
Jessa: So I see here, Guru Virtual Assistant, love the handle, but would love to know your first name. So also put that in the comments, so we can address you directly. "How do you determine the price of your courses?". Oh okay, so we just covered that, if you have questions about what she said, let us know as well. Yes.
Bria: One thing I forgot. So Guru Virtual Assistant, thank you for that question because income goals. So if I know in, let's say April is coming up at this point in time, or coming up next month. If I know that my income goal is something that, I want to exceed the income that I make this month, I want to think about the pricing of my product as well and what I'm creating. So I will create based off of my income goal.
And I know a lot of people haven't even gotten to the point of creating income goals. But say for instance, I made 10,000 dollars this month and I want to make 12,000 next month. What I found is that my conversion rate is the same regardlles of my price. So over time, what you will be able to see is what your conversion rate is, and how much you are transitioning people into paid purchasers. So I will ask myself. Bria, do you want to work twice as hard for a 20 dollar product, or do you want to work easy for a 40 dollar product?
And for that, I will choose my targeting based off of that. So we just need to get real with it. And a lot of it determined on where we're going. So once we determine where we're going, that will then tell us what we need to do to get there.
Jessa: Right. I love that. Okay. So Antonia, "Can Bria expound more on how she turned Facebook lives into masterclasses?", great question. Love this one, 'cause I've helped her with her stuff. But go ahead, love, give it to 'em.
Bria: Yeah, so this I very simple. So what you will need is a Facebook Business Page. And when you go live on your Facebook business page, after you complete, Facebook gives you the opportunity to download in HD or download in general. I always do download in HD. So once you complete your livestream, there's a little ellipse that is in the right corner, I don't know my left from right y'all, it's just something I never learned when I was in preschool, it's just what it is.
So in the right corner, you're going to click the ellipse, and then it will give you options. Do you want to edit, do you want to hide it, do you want to save it, do you want to download it? And then you just download it right from there and that is your recording, very simply.
Jessa: Mm-hmm (affirmative), okay. I hope that answers your question Antonia, but yes it's as simple as that. You can also [crosstalk 00:54:34] oops, my comment box is being funky. But you can also embed your Facebook livestreams on your website. So if you have a page, you can embed them as well.
Bria: Mm-hmm (affirmative).
Jessa: And I have been using my livestreams on my blog and embedding those, so I can skip the download portion and save some space on my laptop.
Bria: Oh, that just brought up a point for me. So if I'm going to do a livestream in the intention that it's going to become a masterclass, that means that I am going to have to remove that livestream from Facebook, right? A master tip is not to delete that Facebook live but to expire it.
Bria: So what this will do, is it will allow you to keep, so for high level strategy, when you go into Facebook advertising, and you're trying to target a warm audience, so people that have engaged with you, watched your videos. If you delete those videos, you're deleting the cookings of the people who have watched it.
So what you're going to want to do is expire it, because even though you might not be using advertising yet, in the future, you might be thinking about doing that and you want to preserve that. So that will be another reason you might want to expire it, because if you are embedding or doing Facebook ads or any of those other things, it gives you the ability to remove it from Facebook live, because you don't want somebody to have paid 97 dollars for something that you have available free on your Facebook live.
But I'm going to tell y'all this too, after I go live, people are not necessarily, everybody's not coming back to watch my livestreams. So I don't ever have to worry about somebody being like, "Oh that was live one time", I don't worry about that at all because it's my business. And I think a lot of us worry about them, they, what they will say, and then we keep ourselves from doing things that we need to do to make sure that our business model works for us.
Jessa: Yeah. Okay, Hair Lover 0911, again, drop your first name in the comments so we can address you directly, "Is trying to figure out what she could do, or he could do, for a digital product, your course will help with this?"
Bria: So I'm assuming that you're talking about the challenge. Yes, so the challenge is intended for that, it is five days to figure out your profitable course topic. So yes, it will help with that.
Jessa: Okay. Let's see, do we have any other questions? Thank you Antonia, yeah it really is that simple. Well, if you guys don't have any other questions, I want to say thank you so much again for joining us. We hope that you found this fun, and you laughed and you learned with us. I really appreciate it. Stay tuned for the giveaway of the Melanin Marketer, coming up on my page.
And we will see you soon. Bria, any final thoughts?
Bria: No, just if you guys are interested in joining the challenge, I put the link into the chat. But if you can't see that, come and find me on Virtual 40, go to my link in bio. And you an to actually join the challenge. I would love to have you guys. And Jessa, thank you so much for having me, you're awesome. I love you. And for my business church members that I can that are here, love y'all, miss y'all on livestream and can't wait to get back.
Jessa: Yes, thank you guys, have a great rest of your Wednesday.
Bria: Peace out.
Jessa: Bye guys.