She Turned A Sticker Hobby Into A $600K/Year Content Empire

🔧 tool of the day

🖼️ Designrr  

You’re probably wasting your content.

Designrr helps creators convert their existing content into beautiful eBooks, PDF downloads, transcriptions, and blog posts.

Save time and effort.

Repurpose your existing content.

Boost your traffic and reach new audiences.

(Not sponsored).

📎 mim jenkinson

⚙️ Strategy

The Mim Jenkinson business model in 3 steps:

• Generate traffic from Google SEO, a podcast, Instagram, and virtual events.

• Build trust by niching down to a very specific audience and nurturing them with valuable free content/her email newsletter.

• Turn traffic into revenue through:

  1. A membership program for sticker-makers.

  2. Courses for people who want to learn how to sell stickers online.

  3. Selling her own stickers on an Etsy Shop - Paper Planner Club

6 actionable insights I picked out that any creator can use in their own content business:

💡6 content insights

🚀 Traffic (Get More Clicks)

1. Leverage Virtual Events

Mim hosts free virtual events.

The “Sticker Making Summit” is her flagship 2-day online event for sticker-makers.

It brings old fans, new fans, and other speakers together twice a year.

Mim has previously said that events like these have grown her email list by thousands in a single day.

Takeaway: 

Consider hosting free online events in your niche.

They aren’t easy to organize, but they’re simpler and cheaper than hosting in-person events.

They boost audience numbers while establishing you as a leader in your niche.

2. The Right Traffic Over More Traffic

Mim has said that she doesn’t see the point in creating content for the sake of it.

If it doesn’t add value to her ideal customers or result in leads/sales, what’s the point in making it?

She could blast out five TikTok videos per day if she wanted to.

But she prefers to zero in on high-intent traffic.

• High-intent keywords for her blog posts

• Speaking at and attending relevant events only

• Creating podcast content specifically targeting paper planning/sticker fans and sellers

💖 Building Trust (Make Them Stick)

3. Niche Down, Then Niche Down Again

Mim narrowed her focus from generic productivity to paper planning and drastically cut down the number of her competitors.

But she doesn’t stop there…

From productivity → paper planning → sticker-making for paper planners.

She quickly became a leading voice in this specific space.

Takeaway: 

Niching down leads to an engaged audience and lets you quickly gain authority in a subniche.

Sure - you need to make sure the subniche is large enough to build a viable audience.

But these passionate “little” communities are often much larger than you think.

(Mim has 60K newsletter subscribers - wild).

4. Get A Foot In The Door

Mim is a master of the “foot-in-the-door” technique.

Throughout her content, you’ll find examples where she gets you to agree to a small initial request.

Free sticker classes, webinars, online summits, and more.

Here’s an example - a free Etsy sticker-selling masterclass.

These free items act as low-risk entry points.

You get to experience the quality of the content without having to commit any money.

Once you’ve committed your time to the free experience, you’re more likely to commit to future actions (like buying Mim’s paid products).

💰 Monetization (Make More Money)

5. Know Your Audience Avatar(s)

Mim understands that her audience consists of different segments with different aspirations:

• Hobbyists - People who make stickers and want to organize their lives.

• Side Hustlers - People who want to earn money by selling stickers online.

If she didn’t recognize this, she may have focused on one of these segments and ignored the needs of the other.

Instead, her homepage looks like this:

She has content and products tailored toward the needs of each segment.

Takeaway:

Audiences often consist of multiple “avatars”.

Identify them so you can create specific content and product journeys for each one.

6. Create A Value Ladder

Take a look at Mim’s digital product page.

She has a range of products selling at different price points.

• Done-for-you printable sticker templates - $19

• A DIY sticker-making course - $27

• “Secret Sticker Society” - $23/month membership program

• “The Sticker Shop Plan” - $297 course on selling your own stickers

The pricing reflects the “audience avatar” she’s targeting.

The hobbyist would pay $27 for a fun planning project, but not $297.

On the other hand, the side hustler/Etsy seller would pay $297 for a course to help them sell stickers.

To the hobbyist, the course is nice to have.

To the business owner, the course is an investment.

Takeaway: 

Design a “value ladder” with a range of products priced to match the different aspirations and evolving needs of the audience.

🧰 Toolbox

Some tools Mim Jenkinson uses (according to her blog):

• Course & Website Hosting: Kajabi

• Graphic Design Suite: Canva

• Video Editing: Filmora

• Webinar Hosting: EverWebinar

• Pinterest Scheduling: Tailwind

• Sales Funnels: ThriveCart

• Task Management: Trello

• Interactive Video Communication: VideoAsk

• Printing Tool for Stickers: Cricut

• Instagram Scheduling: Planoly

🐰 rabbit holes and resources

🍫 Today’s link candy for content creators:

• New programs teaching kids how to become online content creators (link)

• Turning Instagram art into a chocolate bar business (link)

• YouTubers using generative AI without disclosure risk suspension (link)

• From working at McDonald’s with 0 followers to over 1.5 million Twitter followers in 18 months (link)