90. From $100K to $400K in 2020. What Anne Did To Scale Her Live Launches with Anne LaFollette

09 February 2021 | By Salome Schillack

Anne LaFollete was 55 when she found herself without a job for the first time in over 2 decades.

She had a few choices:

  • She could retire early
  • She could keep searching for another job

OR she could reinvent herself.

Anne pulled out a box of forgotten art supplies, signed up for an online art class, discovered Surface Design, fell in love with it (she was a natural!), and quickly realized she wanted to spread her joy by teaching it to others.
That was 5 years ago.

In 2020, Anne made $427,000 from her online art course, hitting her first 6-figure launch in May and going on to have an even bigger launch in October.

And she’s just getting started.

We couldn’t be prouder to have Anne as our friend and client (she’s one of our favorite human beings!).

Join us on today’s podcast episode to know all about Anne’s journey as an online entrepreneur, learn why it’s never too late to start your dream business and discover the secret to her success (hint: it’s all about the data!).

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!


175. We’re Taking A Break. Here’s Why And How You Can Do It Too


174. Some Thoughts On Making Lots Of Money


173. 3 Reasons NOW Is The Best Time To Start A Digital Courses Business with Amy Porterfield


172. 25 Biggest Lessons In Online Marketing I Learned From Amy Porterfield


171. Social Media: One Thing That Makes All The Effort Worthwhile


170. How to Choose the Right Name for Your Online Course


169. Content Planning For Posts VS Content For Your Course And Launches


168. Managing Your Money As A Small Business Owner with Darcie Milfeld


167. 3 Lies You Were Told About Hiring An Ads Manager


166. How To Create Your Online Course Faster with Gina Onativia


165. The Only Way Low Dollar Offers Are Working Today


164. New Ad Targeting Options That Are Working Now

Salome Schillack (00:00):

Welcome to episode number 90 of The Shine Show. Today I'm interviewing one of my absolute favorite humans on this planet, beautiful, Anne LaFollette. Anne is going to share with us how she took her revenue from 100k to 400k using live launches during the weirdest year ever. Anne is a surface pattern designer. If you don't know what that is, she is going to explain that, and she's an online educator. She has a signature eight week course called The Pattern Design Academy. She's just launched a membership called Anne's Atelier. One of her most popular free programs is her mini course called From Doodles to Dollars. I love that. I love saying that, From Doodles to Dollars, that she offers a few times a year.

We are going to link in the show notes to where you can sign up for the wait list for Anne's Doodles to Dollars program if surface pattern design and learning how to create a business from surface pattern design sounds like something that's right up your alley. Now let's jump into that interview with Anne. Giving up your time and freedom to make money is so 2009. Hi. I'm your host, Salome Schillack. I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner, and grow your online business faster, then tune in because you are ready to shine. And this is The Shine Show. Thank you so much for joining me. You are one of my favorite humans on the planet, so I'm really delighted to have you here.

Anne LaFollette (01:59):

Thank you so much for having me. I'm delighted to be here.

Salome Schillack (02:02):

I wanted to bring you on because I just love your story so much. I know that there are so many other women who can associate with your story. Please kick us off by telling us, you can just say like who you are and what you do. Tell us the story of how you got to where you are right now.

Anne LaFollette (02:25):

I'd love to, because I'm hoping that there are many people out there who are just like me who are listening to your podcast, and I want to become one of their biggest cheerleaders. My name is Anne LaFollette. I live in a little town outside of San Francisco called Mill Valley. I just turned 63 years old.

Salome Schillack (02:46):

Happy birthday.

Anne LaFollette (02:46):

Thank you. My entrepreneur story actually starts about five years ago. I am totally new, still feel totally new to this world, to this online world. I had a corporate job for 25 years working for global retailers. You'd recognize the names, the Gap, Old Navy, Esprit, huge international retailers. Worked at those companies, at the Gap in particular for 15 years. Then one day my boss called me into his office and said, we are eliminating your job, go to human resources. At the time, I was 55. It came as a complete shock. I loved my job. I was a top performer. I was at the VP level. I thought I would retire from that job. I had the whole thing in my head about the gold watch and the retirement. That whole fantasy, and then poof, all of a sudden it's all gone. I had to reinvent myself.

One of the things about my story that I think is really important is this is happening to more and more people no matter whether it's pandemic-related or not pandemic-related. The world continues to shift, jobs change, job relocations happen almost every year at almost every level. My biggest message is you got to figure out what you're going to do next. I was not dead yet. I'm still not dead yet.

Salome Schillack (04:11):

Not for a long time.

Anne LaFollette (04:12):

Anyone out there who's in my age cohort, we still have so much energy and so much to offer. Initially, I tried to get another corporate job and I wasn't able to do so because I was 55 and then I was 56 and then I was 57. Finally, my sweet husband turned to me and said, Anne, you're hitting your head against the wall. Someone in the universe is telling you to figure out something different, that you have a new path now. You have to figure out what that new path is. I had a box of art supplies in the basement. Over the years, whenever we would travel, I would go into the local art supply store wherever cute little arts supply store, I'd buy colored pencils, or I'd buy a box of watercolor paints, or a couple of paint brushes.

I was a very hard worker in my corporate job so I never played with any of them. My husband for Christmas, this was about five years ago. My husband for Christmas says, why don't I buy you an online art class? We can bring that box of supplies up from the basement and dust it off and you can start playing around with them and take the year to just explore. Because there's a reason why you have all these supplies in the basement. Let's try to figure out what that might be.

Salome Schillack (05:22):

That is a good man.

Anne LaFollette (05:25):

Yeah, I'm so grateful that he allowed me the time and the space and he wanted me to use the art supplies. Long story short, during my exploration I found this thing called surface design. Most people haven't heard of it, but essentially it's like textile design. You draw or you sketch and then you bring it into the computer and you vectorize it using a program called Adobe Illustrator, and then you can turn it into fabric. You can turn it into products, on mugs or iPhone cases, any product that you are looking at right now, whether it's the shirt you're wearing or the carpet under your feet has a design on it. It's probably a pattern that repeats over and over again, and that's what surface design is.

Salome Schillack (06:09):

Oh, okay.

Anne LaFollette (06:12):

I fell in love with it. Then after a couple of years of practicing it, I realized that I actually really wanted to teach it to other people because I was able to make money selling my designs online.

Salome Schillack (06:22):

Right. What did you do? How did you make money with selling your designs online? That's a huge jump from joining an art class, discovering surface pattern design, to making money online. Tell us just to bridge that gap for me.

Anne LaFollette (06:35):

Yes. Initially I was just doing local art fairs. I would do my designs and then I make my own card sets. I would also make my own wrapping paper. I would also then go to third parties and purchase a small amount of notebooks that had my designs on the cover. I would just sell them at local markets. I went down to my local art supply store here in my tiny town in Northern California and said, can I sell my products in your store? She said, oh my God, they're adorable. Sure. [inaudible 00:07:04] window for a month. I realized that there was an outlet for me and I definitely wanted to figure out a way to make some money because I was a breadwinner right alongside my husband for our entire marriage until I lost my job. That's how I started to put my toe in the water around selling.

Then I realized, well, this is actually something that I think a lot of other people in my, and they don't have to necessarily be in my age cohort but I think there are a lot of women who are in my age who either are going through massive change like I did. They're either losing a job or maybe they're losing a partner or their kids have been gone for a long time and they're trying to find something interesting to do. They've always been creative but were always told, you can never make any money at your art. That's not the case anymore. Technology today allows us to get our designs on products incredibly easily and out to a very broad audience through the online marketplace. I decided that I wanted to learn how to put a course together and sell that online and learn all about the crazy vocabulary of funnels and opt-ins and lead magnets and Facebook ads.

Salome Schillack (08:12):

Yes. That's a whole new language that we're speaking. That is fantastic. How long ago did you start teaching other people to do this thing?

Anne LaFollette (08:21):

I think the first time I started teaching it was actually at the tail end of 2018. I put together a group on Facebook called The Pattern Design Club. I launched that at the tail end of 2018 to about 25 people and was teaching inside that group.

Salome Schillack (08:41):

Okay. At what point did you do your first launch to sell your course to them?

Anne LaFollette (08:47):

That happened in January of 2019. You and I know each other originally through Amy Porterfield. In 2018, I bought her Digital Course Academy. She was an incredible motivator to get us to finish our course so that we could launch it the following year. I launched my course in January of 2019. I launched it four times that year. Then I launched it three times last year.

Salome Schillack (09:16):

Okay, great. I want to unpack all of that a little bit. Once you had created your course, did you have a price in mind for your course? Because a lot of people struggle at the beginning when they're just launching it for the first time and they haven't had any validation. How did you figure out how much to charge for your course then? How much did you charge in the beginning?

Anne LaFollette (09:41):

My course was a signature course called The Pattern Design Academy. I still have the course, it's much more robust now than it was. When I first launched it, it was six weeks long and I decided to price it at 497. I felt like I was new with this. I felt like it was going to be my founding launch, and that ensuring it was priced under $500 was the way to go for me. I just wanted to get 25 people. I ended up getting I think 22. Then I gave three scholarships so that I had my 25 people.

Salome Schillack (10:20):

That's fantastic. That is fantastic. You did a whole full webinar launch?

Anne LaFollette (10:26):

Yes. I did sort of a Jeff Walker style launch. I did a live launch. I mean, basically, I taught on Facebook and then I sold my course at the end of my so-called webinar, if you want to call it that.

Salome Schillack (10:40):

Right. I just want to break this down for anyone listening. What Anne did was she used like Jeff Walker teaches a three-part video series style launch. Instead of doing prerecorded videos, you did the videos live on Facebook inside the group?

Anne LaFollette (10:57):

Inside a private Facebook, actually, no. At the beginning, I did it on my page. It was my first launch in January of 2019. I actually taught it live on my Facebook business page to the general public.

Salome Schillack (11:12):

That's fantastic. I just want to grab my calculator here. Your first course was you have 23 sales of $500, so $11,500. I mean, that is a spectacular success for a first launch.

Anne LaFollette (11:27):

Yes. It was incredible. It was incredible because I had people from the United States and from Australia and from Europe right off the bat which was thrilling because I love the fact that we have access to the globe. It was also fabulous because they were such incredibly talented women and they gave me such great feedback. They all told me that the course was way too cheap and that it had to be eight weeks, not six weeks because it was too condensed. They just gave me such incredibly great insight into how to improve the course for the next time.

Salome Schillack (12:03):

That's so great. That is so good. Okay. Then once you did your first course, your first launch and you made some money. Hang on, did you run any ads in that launch?

Anne LaFollette (12:16):

I did not run any ads in that launch. I was running a $5 a day kind of grow my email list ad, but I didn't... I was petrified frankly, of fooling around inside my Facebook account [crosstalk 00:12:30] to grow my list. Then the way I would try to become a little bit more connected with my audience is when they came in on that ad in my welcome series, I would put them into a private Facebook group called Anne's Art Club. Then in Anne's Art Club I was live once a week talking to them.

Salome Schillack (12:47):

Yeah, I love that you've said that because it can often, even when we're doing the work to build our email lists, it can often feel very impersonal, especially because email is kind of a one-way conversation. I'm trying to make my email more of a two-way conversation, but it is kind of a one-way conversation. One of the most important things is to get that feedback. I love that you put them into a Facebook group. I know that you did the work to nurture them and to talk to them and to find out what they need inside that group.

Anne LaFollette (13:19):

It was also just a really great place for me to go live and get practice. I had a corporate job that was not in the design side or marketing side or anything. I was in operations. Getting comfortable in front of the camera and just also managing comments that are coming through while you're trying to teach something, learning all those ins and outs in a really safe place was an approach that worked really well for me.

Salome Schillack (13:45):

It is a skill that you can learn.

Anne LaFollette (13:49):

Definitely, just practice. All you need to do is keep doing it.

Salome Schillack (13:52):

Facebook groups are great for that because it's a safe space. It's a space where people want to hang out with us. Okay. You've launched your first launch. You've had a very successful launch. How did the rest of that year unfold?

Anne LaFollette (14:04):

I took all of the incredible feedback that I got from that first group of students and I reworked the course. I did make it eight weeks long. I offered it again in May. This is a funny story because I do think we all have this hangup about pricing for what it really is worth. I knew in the marketplace that people who are in the creative space have eight week courses that are $997. For some reason, I could not charge that. I could not get my head around charging 997. My second launch, it was $847. People laugh when I tell them this story, because like, what's the difference between 847 and 997? There's like absolutely no difference.

But for me, it's like, I couldn't go there yet. I just didn't have the confidence. I felt like I was an imposter. I only launched the course once before and so I just couldn't do it. But the good news is I had another successful launch. I got about 30 people. It was still a very small group. Part of my secret sauce is personalized attention. I am teaching a technology. I'm teaching a pretty complicated technology called Adobe Illustrator. I had another successful launch and then I bit the bullet and I charged 997 when I launched the last.

Salome Schillack (15:24):

Did you make more money when you increased the price?

Anne LaFollette (15:28):

All my launches in 2019 were all fairly similar. They definitely grew but it was sort of 25 people, and then it was 35 people, and then it was 40 people. It was always a really nice size group. I was earning about the same amount. I mean, obviously I was earning twice as much because I doubled the price essentially, but it was manageable. That was really important to me was to continue to hone my teaching skills, learn what worked best, continue to tweak the content a little bit, and then really use 2019 as a foundational year before I wanted to work with you to really try to take my business to the next level in 2020, which we did together.

Salome Schillack (16:10):

Which we did together. My amazing team, Caroline and Hannah has done a fabulous, amazing, mind blowing job of doing that with you.

Anne LaFollette (16:19):

Mind blowing job.

Salome Schillack (16:19):

Mind blowing job.

Anne LaFollette (16:20):

So grateful to you and the two of them who I love talking to every single week.

Salome Schillack (16:27):

We love talking to you. Okay. 2019, what I really love about what you're sharing is, what I hear is you show up for your community, you engage with your community, you help them, you value every single sale. You didn't necessarily go out to double or triple or quadruple your results every time. You just made incremental changes to your course, took their feedback, launched again. Made incremental changes, took feedback on board, and launched again, which I absolutely adore. That is why we've been able to scale with you this year. You absolutely laid the foundation in 2019. Then I think you and I, we saw each other at the end of 2018 at Amy's event. You came on board with my team at the end of 2019.

Anne LaFollette (17:24):

Yeah, January 2020. January 2020. I mean, I think you and I saw each other at Amy's event at the end of 2019.

Salome Schillack (17:33):

Yeah. It was in October. I think it was October.

Anne LaFollette (17:35):

October, November down in San Diego.

Salome Schillack (17:37):

That's right.

Anne LaFollette (17:39):

I was like, I got to find Salome. I got to find Salome. Anyway, I have adorable selfie with you because remember-

Salome Schillack (17:45):

Yes. I know.

Anne LaFollette (17:47):

[inaudible 00:17:47] selfie with you.

Salome Schillack (17:48):

I think we're going to use that selfie for this episode. I have that selfie.

Anne LaFollette (17:52):

Yeah. Super cute selfie. Then we started working. I started working with you and your team and Caroline and Hannah. They just grabbed the bull by the horns and dove into my Facebook account and how I wanted to plan out my launches for 2020. Oh my goodness, it's just been an incredible, last year was just an incredible, incredible year.

Salome Schillack (18:13):

We're going to dive into that. But before we do, I want to share one thing that I remember from one of our first conversations with you is when we started unpacking your customer journey and how you're tracking that. The data you're collecting, and the tags that you have inside your CRM. How you were so hungry for us to show you exactly how you can better understand where your ideal customer comes from and have the right tagging and the right tracking and the right data in place so that you can be more strategic and so that you can make better marketing decisions. Because a lot of the times people don't want to hear the data stuff, just show me the money kind of attitude is what I get often. But you were really willing to put in the work and go through your lead magnets and try to figure out where your buying customers are coming from.

Anne LaFollette (19:14):

To be honest, I think that because my launches in 2019 were manageable, and this is something I really want to emphasize for your audience is that when you're launching your business and you're in those early stages, it's just gold. The more information you can get from your customer, the more you can learn about her, the more I could then figure out, well, I really have sort of three main types of women who come into my world. Many of them are really looking for community as much as they are looking for anything else because of the stage of life that they're in. Or they're incredibly talented and they've always wanted to put their designs on some type of product but everyone told them always that they either weren't any good, which was crazy bad to say, and or they just feel like, well, my ship has sailed. I'm 65. Why should I do this? It's like, 65, you're going to live until you're a hundred.

Salome Schillack (19:14):


Anne LaFollette (20:11):

If you stay healthy, think how much you can do, think how many incredible things you can put out into the world if you would want it.

Salome Schillack (20:19):

That's fantastic. That is so true. Then 2020 rolled around, you did a whole audit. We did a whole audit on where your buying customers are coming from so that we can do more of what's working. What's actually bringing them into becoming buyers? How did this unfold in 2020?

Anne LaFollette (20:38):

Yes. Well, I think that what we were able to do, and again, Caroline and Hannah were so incredible with all the data and helping me understand the data is that we discovered that... This may be true for many people that when women come into my world, they need time to, A, get used to me to understand how I teach. I found over time that they may take my, I have a free mini course called From Doodles to Dollars. That then leads into my asking for the sale of my $997 course, The Pattern Design Academy. What I found is that they might take that free course three times and then they're ready to buy. Part of that might be because they are, I think we discovered it's because of the technology component of what it is that I teach, but also part of it might just be I'm an introvert.

Many of them I think are also introverts. There's just more of a runway to become more self-confident about putting your artwork out into the world. But nurturing that conversation and also just being in community with them was so, so important in 2020 because of COVID. I mean, I think one of the things that I did very differently in 2020 was as soon as COVID hit, I started going on Zoom like three times a week with my audience, just so that they could see me and I could see them and I could hear their voice and I could actually get to know them at an even deeper level than through a Facebook Live.

Salome Schillack (22:07):

Yeah, I love that.

Anne LaFollette (22:08):

That was a huge, huge turning point, I think, and me understanding them better and also making sure they felt like it was not just a one-way conversation.

Salome Schillack (22:16):

Yeah. It's so important, that two-way conversation. It's kind of part art and part science creating it. There's such a balance between doing the things that, especially if you're an introvert feel like we're putting ourselves out there all day every day versus doing the things that actually work and that actually bring that two-way conversation to life. That can often be a Facebook group or somewhere where it's more of an enclosed environment or an environment where someone has taken your free thing three times. They might be more open to having that two-way conversation.

Anne LaFollette (22:54):

Yes. I do think that Zoom is going to continue to be a big component both in my community and in other people's communities. I think I learned a lot about how to manage my own level of exhaustion in Zoom because Zoom is much harder to manage than a Facebook Live. Of course, there's a two-way conversation with one or 50, or however many people are on the Zoom call with you. But at the same time, I found that it was an incredible opportunity for my community, which is what you just said, to communicate with each other. It wasn't just they all wanted to see me in a Zoom meeting. They actually wanted to chat with each other and have an opportunity to feel that personal connection. The fact that there are three people in Sweden who came into my course together and now they're best buddies with all of these people in both Southern California and in Toronto and in Ohio.

Salome Schillack (23:47):

Yes. I love that you say that because I do feel like that is the gift of Zoom. I have also been teaching my students on Zoom instead of doing Facebook Lives where I'm just talking at them. Especially, I think because I'm an introvert too, I can easily go live and then walk away and leave and it takes longer. But I think maybe even more so for us introverts who are better in a closed room where people can talk to each other and we can hang out. We're just the facilitators. The A-Lister Course, we wear 1920s head gear. Sometimes I put my 1920s head gear on. I just have to put on this feather on my head and all of a sudden the energy in the room, it just changes. Everyone has fun and they're saying they have fun with Facebook ads, which is great.

Anne LaFollette (24:40):

Yes, definitely.

Salome Schillack (24:42):

How many times did you launch in 2020?

Anne LaFollette (24:43):

I launched with you guys kind of riding shotgun, if you will. I had launch planned in January when I first hired your team. I wanted you guys to just watch what I did and then start to obviously track the data in a much more sophisticated manner. Great way for us to get to know each other really well and then you guys have incredibly fabulous feedback, which you did about how to launch. Then just continue to launch and learn. Then you guys helped me hugely for my launch in both May, which was my first six figure launch. Then also my launch in October, which was even bigger. 2020 was just incredible. I really feel like Caroline and Hannah, of course with your leadership just took my business to a whole new level with the level of sophistication in terms of targeting my audience. Then I also think I had just such a strong foundation in terms of how I wanted to communicate to my customer that we together could take it to the next level.

Salome Schillack (25:42):

Yeah, that is amazing. I will say that Caroline and Hannah, I think they are at the moment the two most experienced Facebook ads managers for online course creators in the world, hands down. Because that's all we do and they have taken what I have taught them and they have just added their own flare to it and have improved it so much. I look at the work they do and I'm just blown away.

Anne LaFollette (26:10):

I am so grateful for them because it just felt like I trusted them 400%. It meant that I didn't have to worry about that side of my business. I had so much more freedom to invest in my students themselves, in upgrading my free mini course From Doodles to Dollars. It just was a huge weight off of my shoulders. It was also incredibly fun to watch them and learn from them and then deconstruct after the fact because I do love the data.

Salome Schillack (26:43):

Yeah, we do. We love the data too. We geek out on the data. You did your first six figure launch in May. I remember when COVID hit, we had the conversation, well, what now? What do we do?

Anne LaFollette (26:58):

Yeah, for sure. I mean, you and I had a long conversation in April because it was like, well, should I launch or not? I mean, given the crazy [inaudible 00:27:06], should we cancel? I definitely was on the fence because it felt the world was just coming to an end. Yet I definitely feel like this is something that both Amy and Jeff Walker have taught me, which you got to just keep moving forward and that you'll learn more by launching. Even if it was a disaster, you'll learn more about, okay, well, that didn't work. Maybe it didn't work because of COVID, but at least you learn something. Whereas if you're paralyzed by fear and don't do anything, you're not learning anything.

Salome Schillack (27:36):

You're not learning anything. Yeah. I totally agree with that. When COVID hit, we were all going, oh, what now? I remember almost kind of blindly with faith telling everyone change nothing, move forward. We go ahead. We do this. Everyone who took that advice including myself have had bigger launches and built our business bigger because we couldn't have foreseen that people are going to be at home more. They're going to be buying personal development and creativity things more, that they're going to be more ready. They're going to have more time to learn and self-actualize. That's where we come in. We, who are selling knowledge are just so privileged and so lucky that we can keep an economy going where my local fish and chip shop can do nothing about that.

Anne LaFollette (28:32):

Right, right.

Salome Schillack (28:33):

They have no way to influence the situation. If I can make money during this time and I can go out and spend that money in my local community, wherever I can, then why not?

Anne LaFollette (28:49):

Yeah. I mean, for my community in particular, it was a wake up call to say, well, what are you waiting for? Don't wait any longer to explore your creativity. Don't wait any longer to get your designs on fabric as a licensed designer. Don't wait any longer to just do it as a hobby and learn how to surround yourself and your family and your friends with these beautiful products that have your designs on them. I think that that was also really just an amazing blessing and a bit of a silver lining to support my community in a time when everybody needed something positive to focus on and to bring some joy and some regularity.

Salome Schillack (29:26):

Yeah. I love that. I love that so much. May, first six figure launch. Then was it September was the next one?

Anne LaFollette (29:35):


Salome Schillack (29:36):

October. There were some things that went a little bit haywire in that launch. Right?

Anne LaFollette (29:42):

Yes. I'm still learning a lot of this tech stuff especially. I made some changes in terms of where I wanted to house my course and also who I wanted to have as my email service provider. Some things are not connected properly in the back end, I discovered. Then also, I just had this really weird thing with Gmail where people were not opening my emails. We had a very wonderful prelaunch, had lots of great engagement in terms of people coming into my community at the very beginning of getting ready for my free mini course From Doodles to Dollars. But then people weren't opening the emails and watching the videos. What's going on?

Anyway, we figured it out. I had a phone conversation with you to brainstorm about how do I make sure people are watching the content. Because the more they watch the content, the more likely they are going to get excited about the opportunities. I just redoubled my efforts in terms of going live. During that, whenever I had somebody might not have watched the video, I taught them live.

Salome Schillack (30:43):

Yeah, that's great. I love how you pivoted in that moment because there was a moment when Gmail for all of us, all of a sudden Gmail just for some reason decided to send all marketers to spam. Those are the types of things that they give us runs on the board. It's another, what's the expression? Another hole in the belt or something like that. Something like that. It's the mark of a pro when you have dealt with those ups and downs and you have come out on the other side having learned something and having had the courage to pivot and change and make changes.

Anne LaFollette (31:22):

My aha moment was that I was so hung up on my email open rate. Then I realized, why am I even worried about that since I can communicate to these people inside my private Facebook group? Because they're all in there. I don't know why I needed that light bulb moment where it's like stop obsessing about the fact that your open rate is horrible. If they're in the Facebook group and you're talking to them and they're engaging and you're seeing them post their homework, then they are getting the content.

Salome Schillack (31:52):

It's working.

Anne LaFollette (31:53):

They are. It's going to be okay. It's going to be okay. Anyone who's in this world knows that every launch, you're on pins and needles. You don't know if anybody's going to buy.

Salome Schillack (32:03):

Yeah. You are. I almost preemptively apologize to my team for anything I'm going to freak out over.

Anne LaFollette (32:10):

Right. Exactly. But it's a real blessing. It's a real, real blessing to have been able to have the success that I had last year and build on that this year. I'm very enthusiastic about this year. But more importantly, I just love my community. I mean, every single person who comes in, whether they buy my program or not, I absolutely love them. They're so talented. They've got so much to share with each other and a ton more to teach me.

Salome Schillack (32:37):

That is fantastic and you created that. It was born from, oh, hang on. What am I going to do here to make a living? What am I passionate at? What can I pass on to someone else?

Anne LaFollette (32:53):

Yes. It's so sweet because my husband and I used to earn the same amount of money back in the day. He couldn't believe it when I told him. He doesn't pay that much attention to what I'm doing. I finally said, Sonny, we better sit down and talk about taxes. Then when I told him the number that I was setting aside for taxes, is that how much money you made this year? I said, no, no, no, that's just the taxes that we're setting aside for how much money I made this year. Anyway, he is of course, super, super proud of me, which I of course, completely love. I also just feel like I now own this business. No one can take this business away from me.

Salome Schillack (33:30):

That's true.

Anne LaFollette (33:32):

No one can take this business away from me. I absolutely love it. It gets me out of bed in the morning with a spring in my step and with joy in my heart because I'm going to be able to spend time with these amazing women around the globe who are so incredibly talented and help them be successful in their own right.

Salome Schillack (33:48):

Oh, I love everything about that. I just love it. That's why you've been successful. You have gone from 100k last year to 400 and how much?

Anne LaFollette (34:00):


Salome Schillack (34:00):

  1. 2021 you say is going to be another 400k year.

Anne LaFollette (34:09):

That's my current goal. That's my current goal. I come from a conservative background, so I always like to be conservative. I'd rather beat my numbers than put out some crazy number and then not achieve it.

Salome Schillack (34:21):

Yeah. Well, we already know you can hit 427. We just need to rinse and repeat to get you there.

Anne LaFollette (34:30):

Yes, yes. It's going to be very exciting. I think that parts of this year will probably be similar to last year because I think that the pandemic is still going to be [crosstalk 00:34:39] forefront for many, many months to come. I also think it's going to be really, really fun to see... Now I've been in business for three years. This is my third year, right. Essentially 2018, 2019, 2020. I'm super excited about what comes next.

Salome Schillack (34:58):

I am super excited about what comes next for you too. I absolutely adore you. I love seeing your success and seeing how you grow. I just want to say thank you for letting me and my team be part of that.

Anne LaFollette (35:12):

I'm so grateful for everything that you and Caroline and Hannah do. It's such an incredible partnership. I have to say, I feel like even though you're on the other side of the world, that we're all besties together. When we're able to travel, I can't wait for us to launch some live event.

Salome Schillack (35:31):


Anne LaFollette (35:33):

I couldn't be more grateful and I feel so incredibly blessed. I can't remember if I had shared the story at the beginning about how when you and I initially met, it's like, I'm going to work with Salome. I am. I don't know when I'm going to be ready to work with Salome. As soon as I feel like I'm ready, I'm going to reach out to her and ask her, please, please, please, can I work with you and your team?

Salome Schillack (35:54):

I love that. I love that. Thank you so much for sharing your story. My deepest wish is that someone is listening to this who goes, wow. Yes, I'm like Anne, or if Anne can do this, I can do this too.

Anne LaFollette (36:06):


Salome Schillack (36:07):

Thank you so much.

Anne LaFollette (36:08):

My tagline is it's never too late to create, and if I can do it at 63, then everyone listening can do it too.

Salome Schillack (36:15):

Yes, absolutely. Thank you so much, Anne.

Anne LaFollette (36:18):

You're welcome. Thank you so much for having me on. I'll see you soon.

Salome Schillack (36:31):

Bye. Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.