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I think it’s safe to say that Circuit Sales System student Ruth Soukup wears a LOT of hats—New York Times bestselling author, (serial) entrepreneur, blogger, podcaster, product creator, and CEO of her company, Ruth Soukup Omnimedia…Phew! Is there anything this lady *can’t* do?!
But when Ruth started her first blog, Living Well, Spending Less, back in 2010, she hadn’t even planned on starting a business. In just three years, she’d made enough to retire her husband—talk about hitting the ground running! Now, with her robust, three-brand business, she’s still going gangbusters. In this episode, we hear how Ruth is using a Circuit to elevate her sales and bring the *right * people in front of her offers.
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[2:25] Circuit Sales System student Ruth Soukup started her original brand Living Well Spending Less® in 2010. In just three years, she turned her blog into a profitable venture, allowing her husband to quit his job!
[5:45] After writing her book How to Blog for Profit Without Selling Your Soul, Ruth ended up launching her second brand, the Elite Blog Academy®, to give people a step-by-step process for how to create a blog-based online business.
[7:08] Wanting to tie both of her brands together, Ruth started her third brand: Do It Scared®. Her top-ranked podcast and book under this brand are focused around taking concrete steps to help you move past your fear and create a life you love.
[7:39] With her business and team growing fast, Ruth reached breaking point in 2019 and made some drastic changes to her business model, as well as her own health. She ended up losing 40 pounds!
[10:00] When people saw her weight loss, they naturally wanted to know her secret. So she started another brand around 18 months ago called Thinlicious, which teaches busy women how to lose weight and get healthy.
[12:21] Ruth used a range of sales strategies across her brands, including stressful once-a-year live launches for the Elite Blog Academy® and email marketing for her physical product, the Living Well Planner®.
[15:46] The unpredictability and stress of having to make a year’s revenue within one week is what prompted Ruth to move towards a more evergreen model, and she began doing evergreen webinar funnels.
[17:44] Ruth was excited by the potential of the CSS for her team and brands. It’s been particularly effective for Thinlicious®, driving high conversions. It has also been effective for the Elite Blog Academy® but she anticipates needing to update that Circuit for its upcoming new program launch.
[21:34] Her new program for the Elite Blog Academy® aims to give people something totally fresh. It’s much more hands-on and walks people through the whole process of starting a successful blogging business, at a pace that suits them.
[25:10] Before launching her Circuit, Ruth used quarterly live launches for her Thinlicious® brand, offering a 28-day metabolism reset as phase one. However, the upgrade to phase two didn’t convert as expected. Now, her team prioritizes yearly memberships over monthly ones as this aligns more with the brand’s values.
[27:23] Ruth explains why the fact that she actually cares about people’s results is both her greatest strength and her greatest weakness as an entrepreneur.
[31:00] The CSS has helped Ruth to get the *right* people in front of her offer, without experiencing the overwhelming influx of “needy” people she used to get post-launch.
[33:49] Ruth reminds us that it’s a disservice to undersell your offer. She believes that when people invest in themselves, they’re more likely to take meaningful action and achieve the desired results.
[35:13] After spending a long time in the online space, Ruth suggests that entrepreneurs do what feels right for them and their brand. You don’t need to be everywhere and just being your authentic self is the best way to succeed.
[37:02] Ruth emphasizes the need to create your own platform so you’re not reliant on others. That’s why she values the CSS—it gives her more control, as well as more time to do the things that energize her.
Mentioned on this Episode
Explore Ruth’s brands and products:
Related Links
- From 4 Years of Live Launching to Consistent Revenue, Less Stress, and More Time – Emma Kate’s Story
- Switching From Live Online Course Launching to Selling on Autopilot
- Making Daily Sales on Her Way to 7 Figures—Natali’s Story
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“You think that you’re just trying to make it to launch but we had to learn very quickly that oh no, the next month is basically hell month after the people get in. Because they have all the questions and all the things and everybody’s confused and especially when you start to get people who are not the right fit people and they’re especially needy. And it’s always the ones that shouldn’t be there in the first place that are the neediest. And the money’s great but money isn’t everything, it’s having the integrity to know that you believe in what you’re selling and not that I didn’t ever, I always did, but now I’m much more clear that not every person is the right fit for me or for my products. Because I want to help you get results and so that’s a partnership between me and you. That’s me giving you the right information but that’s you doing the work. I think that’s growth as a business owner maybe to be okay with that.” – Ruth
“I’ve come a long way on those lines of realizing that I would rather charge more for things to get the right people in and not apologize for it, because when the right people come in, they’re willing to invest in themselves. And that’s part of it too, if people don’t invest in themselves, they will never get out of it what they need to get out of it because they’re not committed enough. We value where our money goes so the more money, you’re investing in something, the more seriously you’re going to take it and the more likely you are to take action and get the results that you want to see. And so you’re doing people a disservice if you’re not charging enough for your products.” – Ruth
“That’s what I love about CSS, honestly, is because it’s a great strategy. It’s very cohesive, put people in here and keep tweaking it and it just simplifies things because the more you can simplify things, that frees you up to be able to pursue the things that you are energized by it frees you up to pursue the attraction strategies that lift you up, whether it’s starting a podcast, whether it’s going on TikTok, whatever it is that you want to try now or to try some new things, then you know you always this way of getting people in and converting them.” – Ruth
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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