Your book Make Money Online became a Sunday Times bestseller — what was the biggest mindset shift you had to make early in your journey that helped you reach multi-seven figure success?
There were a few, but I’d say the most important one was getting a grip on what constitutes an expert. I never thought I had the skillset or the knowledge to teach others, but it was when I realised that the definition of an expert is “the person who knows the most about a specific subject in an average sized room” that the penny dropped. You only have to be a couple of steps ahead of those you are teaching to be able to help them. Linked to this is understanding that “your knowledge is not common knowledge.” Just because it’s something you know about, it doesn’t mean that other will too.
You’re passionate about helping women build financial freedom online. What are the most common misconceptions people have about passive income?
Firstly, there is the Pyramid scheme myth. “A pyramid scheme is a fraudulent system of making money based on recruiting an ever-increasing number of “investors.” The initial promoters recruit investors, who in turn recruit more investors, and so on. The scheme is called a ‘pyramid’ because at each level, the number of investors increases.” This is not what I do! I create courses, memberships and masterminds where people are taught the skills to monetise the knowledge they already possess. The second one is that with passive income you can basically go to sleep at night and wake up with money in your account! This is not true, and I wish there was another expression rather than passive income. Leveraged income may be better because you will have to put in the legwork at the beginning to create your product and grow your audience, but once you have launched once, you can then launch again and again with what you have created.
Many of your followers want to start a side hustle. What’s the first step someone should take if they have no audience, product, or experience?
Think about what you know. This could be from a previous job, a hobby or life skills. Think about how you could monetise this – maybe a course or a membership for people who want to know about your expertise. Then get visible! You need to grow your audience, so this is the most important thing. You may have the best idea in or product in the world but if people have never heard of you they won’t be working with you any time soon! Work out where the people you want to attract (your ideal clients) hang out and then get yourself seen there consistently. This could be FB, Insta, Tiktok, networking events – visibility and audience growth are the number one priorities.
You’ve built a huge and engaged community on Instagram. What strategies have been most effective in turning followers into paying clients?
Firstly, I’ll say it again – consistency and visibility! I started doing lives to three people but I kept going and now have over 50,000 followers on Instagram. The second one is honesty and authenticity. I have never hidden my mistakes, my failures, my flaws as these are all things that will resonate with the people you would want to work with you. Lastly, make sure your tone of voice truly reflects who you are. When you write and when you talk be 100% yourself – this is what will make you stand out.
What’s one online income stream people overlook that you think has real growth potential in 2025 and beyond?
I don’t think I could specify one thing but in general it is looking beyond what you do for a living. Think about your hobbies. I have worked with hula hoopers, dog trainers and flower growers name just a few. Also, think about the skills and the knowledge you have acquired just be being you! Maybe you are single dad bringing up girls or you are someone who sails through interviews. These are skills that lots of people would want to learn and would be prepared to pay for.
Find out more at https://lisajohnson.com/
