She Makes 7 Figures Working 2 Days a Week—Here’s How (and Why She Almost Lost It All)

Most course creators add more channels to scale. Anna Konchar did the opposite and now runs a 7-figure business on 2 days a week. Natalie sits down with Anna Konchar — the funnel strategist behind a 7-figure evergreen course business that runs on 2 days a week while she's home with her three kids. Anna shares the exact mechanics of the evergreen funnel + paid ads engine she's used for eight years, why she cut her podcast and YouTube last year to focus on ONE offer, and how she rebuilt after her payment processor shut down her account overnight. Expect specific numbers, uncomfortable honesty about AI in funnels, and a framework you can test against your own course business this quarter. If you've ever wondered how a course creator can scale to seven figures without launching live, this episode is the operating system. Time Stamps: 03:11 From laid-off to full-time entrepreneur in 30 minutes 07:33 The funnel that sells while she sleeps 16:55 When the offer stops converting, fix THIS first 21:30 The pricing test most course creators never run 24:00 The webinar mistake 99% of course creators make 32:13 The day her recurring revenue disappeared overnight 39:10 How a 7-figure founder preps for maternity leave Resources + Links Annakonchar.com/bossbabe Find Anna on IG: https://www.instagram.com/annakonchar/ Pre-Order The Freedom-Based Business Method. Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997).

• 0:00Speaker 00

  Welcome back to the BossBabe Podcast. Today, I want to introduce you to Anna Konchar. I actually got to know Anna in my CEO Mama Mastermind. She is a weapon. She makes seven figures a year, working two days per week. She has three kids, she's about to have her fourth, and her business runs whether she shows up or not. And most people who hear that assume she is doing something more complicated or fancy than anyone else, that she's got some massive team, or a ton of funnels, some grind behind the scenes that nobody sees. That's not the truth at all. Her business runs on one engine, evergreen funnels and paid ads, which brings qualified buyers to her every single day while she

• 0:45Speaker 00

  gets to be home with her kids. In this conversation, we get into all of it, specifically the paid ads. We break it down, the exact funnel she is running from ad to sale, the webinar secret that 99% of course creators get wrong, how she's gotten to working two days a week while still running a really successful company, and we also talk about some of the horror stories and things she has been through. So if you've been chasing every algorithm shift, launching live every quarter, and you're exhausted, this episode will be really helpful for you. Anna engineered a business that really doesn't need her to be creating content for it to work. This is actually the exact thing I wrote about in my book, The Freedom-Based

• 1:28Speaker 00

  Business Method. And I am so excited to say, my book officially releases today. I am officially an author. I cannot believe it. I really, really can't wait for you to read it. I've poured everything I know into it, and the thesis comes down to this one line. You can have it all if you don't do it all. Anna is what that looks like when someone actually builds a freedom-based business. And before we dive in, I really just want to take a moment to say thank you to all of you in our incredible community who've shown up to support me through this launch. I see every single reshare, every preorder, every comment, every message.

• 2:10Speaker 00

  It means more than you can ever imagine. And I really, really hope this book serves you because it was written with you front and center. The book is out today, wherever you buy books. And if you haven't grabbed your copy yet, I will link it in the show notes. But oh, thank you again. So, so, so much. Truly, your support means the world. So with that, let's get into this interview. Anna, welcome to the podcast.

• 2:31Speaker 01

  Thank you for having me.

• 2:33Speaker 00

  This is so overdue because anytime you sit in our rooms, our mastermind rooms, and you start talking about your business model, I feel like every single woman in the room turns to you and she's like, okay, what? Tell me everything. And you're so nonchalant about it all. So thank you for being here. I, I know that this is going to be an incredible conversation for the woman listening who is ready to make more money, but not necessarily want to have to throw more hours and force at it. We'll get to that. But take me back, you know, hundreds of thousands of dollars in student debt, you're going into what political advertising? Okay, tell me, tell me about this early career.

• 3:10Speaker 01

  Yes. So I kind of started out doing it all the like, right way. Right? I worked at multiple ad agencies. I went back to school, got my MBA full time, did the big corporate thing. And then I was a media director at a political consulting firm. So I was running millions of dollars in digital ads for gubernatorial races, congressional races, all across the nation. And I did all of that before I was 30. So, you know, from the outside, it looked like I was very successful. My career was growing. But behind the scenes was honestly

• 3:51Speaker 01

  a different story. My husband and I had over $200,000 in student loan debt because we both went back to grad school. And we were beginning to talk about starting our family.

• 4:03Speaker 01

  And I looked at the people in my office, especially the parents, and I realized that that was not what I wanted. They were in the office all day, they would go home, have dinner, and then log back in after their kids went to bed. So I knew I wanted something different, but we had this huge amount of debt. So I started freelancing on the side, offering Facebook and Instagram ads as a service to small and local businesses. And my first client paid me $800 a month, which isn't like huge money, but it was a big deal because it proved that like I could do my own thing.

• 4:45Speaker 00

  Yeah.

• 4:46Speaker 01

  So that client turned into another client, turned into another client. And then about a year later, I walked into a, what I thought was a regular business meeting, and it ended up being me. I was told that my job was eliminated and I was escorted to the door. So I lost my job and I completely freaked out for like 30 minutes. And I remember driving home, pulling off to the side, taking some very big, deep breaths, and then telling myself like, no, this is the push that you needed. Because I had been freelancing for like a year then.

• 5:29Speaker 01

  I had scaled my side hustle to six figures at that point. And the month before I got let go, I launched my first online course, teaching other people how to become freelance ads managers. So now today I have two sides of my business. One side is teaching freelancing. I've been doing that since 2018. And then the other is helping coaches and course creators build evergreen funnels and scale with paid ads.

• 6:00Speaker 00

  So how old were you when you started your business?

• 6:03Speaker 01

  Oh, okay. So I started it as a side hustle in 2016. So it's been 10 years, which means I was 27.

• 6:11Speaker 00

  And how long into it until you had your first baby?

• 6:15Speaker 01

  Oh, 2019. So I was full time in my business for a little over a year before I had my first baby.

• 6:24Speaker 00

  And so you have real experience of building the business while having young kids?

• 6:31Speaker 01

  Yeah, I mean, yes. So in the, I've been full time in my business for eight years. And I had my first almost seven years ago. And we're expecting our fourth this year. So I've been having a lot of babies while building the business.

• 6:49Speaker 00

  Do you think that's a big reason that you figured out how to do it in a way that requires less time?

• 6:57Speaker 01

  Mm hmm. A hundred percent.

• 6:58Speaker 00

  Tell me about that.

• 7:00Speaker 01

  So the first two years of motherhood was COVID. So we didn't have any help. My husband was working full time. So I ran my entire business during that time. And we had two under two.

• 7:12Speaker 00

  But so how do you do that? Because in my experience, they don't like to nap at the same time. And they don't like to stick to a schedule. So how are we doing this?

• 7:22Speaker 01

  Yeah, a lot of trial and error, right? But really, since the beginning, I have leaned heavily into evergreen funnels and paid ads. So an evergreen funnel is basically everything that I sell, programs, courses, it's all sold automatically, like on automation. So I don't have to show up live to sell.

• 7:44Speaker 00

  Right.

• 7:45Speaker 01

  And then also people are coming into my programs every single day, right? It's not like one big launch and promotion. It's more consistent daily sales. And then also I've leaned really heavily into paid ads. So.

• 8:01Speaker 01

  I'm getting consistent traffic and new qualified leads into my funnels every single day, which then builds that consistent daily sales without me having to show up. Right? So I don't have to perform for the algorithm. My business isn't dependent on how well my content does because I'm paying to get in front of people every single day and then my funnels are converting them from leads to sales. So I really built it so I didn't have to show up for the business to work. My business results and sales are not dependent on whether or not I have the energy to show up or whether or not my kid decides to take a nap time or not take a nap time.

• 8:45Speaker 00

  Yeah. How did you go about cracking that code? Because I know it can sound easy. I know it's not. And you know, like it can sound like one of those things that's pretty easy, but you have to be a master of data. You really have to be in your funnel. You know, you don't just set it and forget it. So talk to me about figuring that out.

• 9:06Speaker 01

  So I kind of started running Evergreen from the very beginning out of necessity.

• 9:12Speaker 00

  Okay.

• 9:13Speaker 01

  So the first time I ever launched an online course was with a recorded webinar. And it was because I had a full-time job and a six-figure side hustle. I didn't, and I didn't have a team, so I didn't have the bandwidth to run like a true live promotion. And then when I was offering Facebook and Instagram ads as a service, I actually had multiple coaches and course creators as clients. So I saw how much goes into live launching and I have live launched before. I don't want to say that, but I haven't done live in almost two years now. And really what I noticed was in a live launch, there are so many pieces happening at once

• 9:54Speaker 01

  that it's hard to troubleshoot if something goes wrong because you're live and it's like it's happening, it's right now. What I love about an evergreen funnel is, yes, you're right. You typically don't just build an evergreen funnel and then make millions of dollars. Right? It takes time and it takes work. But you're constantly getting data back. And then that data is telling you what you need to tweak. Right? So it's more of a like, slow burn of, okay, every single week, I am looking at my data. I am looking at, you know, what is my cost per lead? What is my cost per sale? What is the conversion rate on my opt-in page? How many people are showing up to my recorded webinar?

• 10:38Speaker 01

  How many of those are staying till the pitch? What is my overall conversion rate? My open rate for my email? So it is a lot of data. And it's almost the same data that you're really looking at at a live launch. But you're looking at it weekly basis. Which is why I think it's, for me, the best business model. Because I can make little tweaks and see how it performs for two weeks. And then if it doesn't perform, I can go back to what I was doing before. Like, I was just working with a client and she had a huge launch. She was doing a big bootcamp. And she kept on being like, should I change my pricing? Should I change my pricing? And I was literally like, this is why you need to do an evergreen funnel.

• 11:19Speaker 01

  Because you can change the pricing for one week and see how it performs. And if it doesn't perform, then you can go back. Or you might test it and be like, oh, my gosh, this works so well. Let's move forward with it. Where when you're in a live launch, you just kind of have to choose and stick with it. So yes, there is a lot of data. But I really like it because it's a lot easier to test and tweak and optimize over time.

• 11:45Speaker 00

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• 12:12Speaker 00

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• 12:57Speaker 00

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• 13:40Speaker 00

  That's ninety percent off under three dollars a month for four months at freshbooks.com/podcast. That's ninety percent off under three dollars a month for four months at freshbooks.com/podcast. Have you seen one specific funnel perform the best evergreen?

• 13:57Speaker 01

  So I will say, selling to coaches and course creators

• 14:01Speaker 00

  Yeah.

• 14:01Speaker 01

  is very different than selling to regular consumers.

• 14:05Speaker 00

  Tell me about that.

• 14:06Speaker 01

  Yes, because so I have the two sides of the business. One is teaching regular consumers how to start freelancing. And then the other is obviously helping coaches and course creators. What I have found is with coaches and course creators, they typically need a little bit more nurturing. Right? They've probably been burned before by some program. They've invested in something that, you know, didn't. Meet their expectations. There's a little bit more, I would say, drama on that side.

• 14:36Speaker 00

  Okay.

• 14:36Speaker 01

  And then on the other side, consumers really still need like a reason to buy, right?

• 14:43Speaker 00

  Okay.

• 14:44Speaker 01

  So like discounting works extremely well for consumers because we've been taught that as a consumer, right? We want the deal, where that's not always the case for coaches and course creators. That being said, the funnel that I really use is add to webinar, give them a reason to buy, email nurture sequence, and then sale.

• 15:07Speaker 00

  Okay.

• 15:07Speaker 01

  It's extremely simple. I have found that simple scales best. And it allows you to, again, make those little tweaks a lot faster versus constantly trying to reinvent the wheel or add another thing in. So last year, I actually stopped doing literally like all the things. I stopped podcasting, I stopped my YouTube channel, I stopped trying to go viral. I was like, I'm gonna go all in on one funnel, one offer, and paid ads. And we doubled our business and almost tripled our profit.

• 15:40Speaker 00

  Wow.

• 15:41Speaker 01

  Yeah. And it was because I was focused. I had one thing that I was working on. And there's no big down sells or up sells or any big like ascension model. It's literally one offer. And that's what I find is that simple really scales. Now, on the coaching and course creator side, I do think that having an ascension model is a lot more scalable than on the consumer side. But again, the funnel is very similar.

• 16:10Speaker 00

  Is that because you're paying more to acquire them on the course and creator side?

• 16:14Speaker 01

  Absolutely. Yeah. I mean, coaching and course creator, they're, this market is one of the most expensive markets. Because there's just a lot of competition, a lot of noise. And again, I think people are more hesitant to buy because they've invested in things before and they haven't always met their expectations.

• 16:35Speaker 00

  So can you just break down a funnel on each side of your business?

• 16:39Speaker 01

  Oh, sure.

• 16:39Speaker 00

  And what it looks like?

• 16:40Speaker 01

  So they're very similar, where it really is an ad, and then that sends them to an opt-in page. They decide then when to watch the webinar. So even though it's recorded,

• 16:54Speaker 01

  Show up rates have a huge effect on whether or not someone buys. So we actually dove into the data and more than 90% of our sales come from people who actually watch the webinar. And because of that, when someone goes in and click, like if you just give them, hey, here's a video you can watch on demand at any time, they're way less likely to watch. So the funnel is still add to opt-in page. On the opt-in page, they select a time to watch, even though it's pre-recorded. They watch the webinar and then they have a specific amount of time to get either a discount or a special offer.

• 17:37Speaker 01

  And then if someone does watch the webinar, they are followed up with sales emails and then the sale goes from there. So it's really simple on both sides, but on the consumer side, that's it. And then they're, they're added on to our email list and we give them chances to re-enroll or not re-enroll, but enroll about once a quarter with special promotions. And then on the coaching side, we do do things like upsells and downsells and we try to meet them where they are, right? On my freelance side, almost everyone's a beginner. Where on the coaching side, some people are, don't even have an offer yet. Where other people are like, I have an offer. I've been selling it. It works really well, but I want to learn evergreen.

• 18:21Speaker 00

  Yeah.

• 18:21Speaker 01

  So that's why it's a little different on our coaching side, just because the people who are coming into our world are at different places in their business.

• 18:29Speaker 00

  So interesting. Have you found that you've had to really hone in on the free title, whether it's the webinar, like how that's packaged and then the actual offer? How have you done that over time?

• 18:41Speaker 01

  Yes. So I'm going to give the freelance side of the business because that has, I've been running that since 2018. So that funnel, I did have to tweak significantly after COVID, right? Because the consumer buying behavior definitely changed.

• 19:00Speaker 01

  But I really haven't had to change the offer.

• 19:03Speaker 00

  Okay.

• 19:04Speaker 01

  It's the messaging, right? Like, the market changes, and so your messaging needs to change. I think that's a really big mistake, I would say, that people make is that if their offer stops converting, they're like, "Oh, I gotta blow up my whole business, and I gotta recreate everything." When oftentimes, it's more about just the message and that consumer behavior has changed versus like, what you're selling doesn't work anymore, or even the method you're selling it doesn't work anymore. Oftentimes, it's way more about messaging over anything. So even right now, I'm seeing this in the market. Like, on the freelance side, we used to really sell, you know, build a freelance business that you can get out of your corporate job from, or, you know, stay at home with your kids and do.

• 19:48Speaker 01

  But what I'm finding is in the market right now, because of all the macro events going on, most people are, like, very thankful to have a job right now.

• 19:58Speaker 00

  I've seen that, yeah.

• 20:00Speaker 01

  They're not wanting to walk away from something, quote-unquote, "stable," right? They almost want more of like, a backup plan.

• 20:07Speaker 00

  Yeah.

• 20:08Speaker 01

  So, we've been testing messaging around that. And that's what it's about. It's more about meeting the message where your audience is, not necessarily having to totally revamp how you sell it and what you're selling.

• 20:23Speaker 00

  Has it ever been a struggle being profitable through running ads and webinars?

• 20:30Speaker 00

  I feel like I've tried, whenever I've tried low-ticket funnels, I've definitely struggled to really scale that with profit. Whereas when I've done slightly more expensive things, I've been able to crack it. Like you said, I'm in a very expensive market. But it's definitely, I'm an organic girl, so all of this is very new to me.

• 20:48Speaker 01

  Yes.

• 20:49Speaker 00

  And I have to really, like, flex that consistency model, because it's so easy to just go, "No, I'm sticking with organic." But I found that part quite tricky.

• 20:58Speaker 01

  So, low-ticket funnels are extremely hard to scale.

• 21:01Speaker 00

  Yeah.

• 21:02Speaker 01

  It's funny, I just hosted a coaching call for all of my clients, and this was like, one of the hottest topics.

• 21:07Speaker 00

  Okay, good, I'm glad I'm not alone.

• 21:09Speaker 01

  Yes. So, when you see the majority of people offering like, a $17, $27, $47, $97...

• 21:18Speaker 01

  They're 95% of the time, they're not making any profit off of that. Right? They're using that as a way to generate more qualified leads. And then they're upselling them into a higher price program after they've entered their world.

• 21:37Speaker 00

  Got it.

• 21:37Speaker 01

  Okay?

• 21:38Speaker 00

  Yeah.

• 21:38Speaker 01

  So I really want to say that because I've had so many people come to me and be like, I have this $27 offer that I want to scale. And yes, it's possible if you like really nail down a bump and like five upsells. But how the majority of people are making money is on the backend and offering a higher ticket offer. And most like, most of the time when you're running a low ticket offer and you're running ads to it. It's like your goal is to break even.

• 22:12Speaker 00

  Yeah.

• 22:13Speaker 01

  That is the goal. So that way, whatever you're selling on the backend is pure profit. Yeah. But you're not going to make a lot of money off of a $27.

• 22:24Speaker 00

  Yeah, I think that's one of the big conceptions is you have to be willing on the front end to get it to break even and be happy with that.

• 22:30Speaker 01

  Yes.

• 22:31Speaker 00

  As an audience growth and leads place and then figure out how you're upselling people.

• 22:35Speaker 01

  Yes.

• 22:36Speaker 00

  I think that's a huge reframe, but with yours, your funnel's a lot simpler than that. Like you're actually making money right away. So how are you structuring that? Have you found like specific price points work? Is it just your marketing offer? Like how have you cracked the code?

• 22:51Speaker 01

  Yes. So I have found that typically the sweet spot for the type of funnel that I teach is an offer that is between $497 and $2,000.

• 23:03Speaker 00

  Okay.

• 23:04Speaker 01

  That being said, I like one of my accelerator clients, she, this is a crazy story. She actually had like over a hundred thousand people following on her Instagram and she completely lost her Instagram in January of this year. Yeah. I mean, like completely lost it. So for two months, she was battling with Meta, trying to get it back and it didn't happen. But thankfully, we had been working on building her evergreen funnel and she was learning ads. And she came back in March and had her biggest month ever with a $297 product.

• 23:39Speaker 00

  Interesting.

• 23:40Speaker 01

  Yes. So it oftentimes.

• 23:43Speaker 01

  When you are pricing your product, it's actually dependent on how competitive the market is that you're going after, right? So when I first started selling my freelance course, I sold it for $497. My cost per sale, so how much I was spending on ads to acquire that sale, was $500. So I was breaking even. So then I bumped it up to $997, and my cost per sale stayed at $500. Then I bumped it up to $1497, and my cost per sale stayed at $500. So it's really, again, about testing.

• 24:24Speaker 01

  And it's less about, like, this is the exact price point. Instead, you need to put it out there, figure out what your cost per sale is, and then price it accordingly, based on that.

• 24:37Speaker 00

  I always get that from my F F T students. They're like, "How much should I price it?" And I always say, "You're gonna hate my answer, but you have to test it." I cannot sit here and tell you, because I haven't got a clue. Like, you need to put it out there and see what the response is. Are people converting? Are they not cool? Then we need to test one thing at a time and tweak it. But you have to be willing to play the long game with this.

• 24:58Speaker 01

  100%.

• 24:58Speaker 00

  I think that's where most people fail. It's not that they're not good enough. I think everyone can do this, but most people will not stick with it long enough to get it succeeding. Do you see that?

• 25:07Speaker 01

  100%.

• 25:08Speaker 00

  Interesting.

• 25:09Speaker 01

  And it's so funny, because I feel like I'm a marketer at heart. And that's what I love about owning my own business. It's like, I have an idea, and then I get to go test it. Where some people are like, "Ugh, I have to test another thing." You have to think of it as like a fun thing.

• 25:22Speaker 00

  Yeah, you have to play the game with that.

• 25:24Speaker 01

  It's totally a game. And that's honestly why I love evergreen funnels, is because I can test something for a week or two. I get feedback, I get data, and then I can either move forward with it or go back to what we were doing before. So it actually makes testing much easier, because you're constantly getting that data and feedback.

• 25:47Speaker 00

  You know, when you're tweaking your webinar that you're running in your funnel, are you running that live? Or do you just record it and slot it in? Tell me about this then. So how would you manage like the chat, the comments? Like what does that practically look like?

• 25:58Speaker 01

  Yes. So yeah, I, it's so funny. We were, we've been updating our webinar and I haven't updated it since October of 2023.

• 26:07Speaker 00

  I think this is amazing.

• 26:08Speaker 01

  Yes, yes. I'm like, you know, it's so funny. It's, webinars are such, obviously a lot of work and a big lift, but I'm like, hey, if I get it and it's working, it can work for years. But yeah, so we run it in EverWebinar.

• 26:22Speaker 00

  Okay.

• 26:23Speaker 01

  And we do, I do ask for interaction. So there is a chat, but I don't run it live first.

• 26:30Speaker 00

  Yeah.

• 26:31Speaker 01

  I actually find that that is a mistake that people make with evergreen funnels. Is that oftentimes it's, it's when you're like talking as if someone is really in there. It comes off as a lot more fake than.

• 26:47Speaker 00

  Interesting.

• 26:48Speaker 01

  And also, if you think about it, when you're, when you're doing a live webinar, for the first few minutes, you're typically like getting people in, getting them into the chat. And if you do that on a recorded evergreen webinar, you lose people right away. Like you have to almost immediately dive into it. Otherwise they're like, why am I sitting here? So there are definitely nuances between running an evergreen webinar versus a live webinar. And what I do is yeah, we do ask for them to be in the chat and we approve the comments and EverWebinar has a whole system for that. But then I'm always looking at the data, like how many people are showing up? And then of those people, how many people are saying to the pitch?

• 27:34Speaker 01

  And that's how I really know if the content is resonating and if we're, we're, have the, the right message that we need.

• 27:41Speaker 00

  And do you just record it inside of EverWebinar? Are you recording it separately?

• 27:44Speaker 01

  I typically record in Loom. Because I like starting with my face showing.

• 27:50Speaker 00

  Yep.

• 27:51Speaker 01

  Because especially in the world of AI, you know, having, being able to see like, oh, you're a real person, that significantly helps with conversion rates.

• 27:59Speaker 00

  I love this. And I would say for everyone listening too, if they're sitting there in that place of, okay, this all sounds great, but I don't know what to do, they can go through your funnels.

• 28:08Speaker 01

  Yes.

• 28:09Speaker 00

  Because they can go through and they could actually see how it all plays out. I always say that, you know, when you're sitting wondering, how is this gonna work? Go find people that are actually doing it really successfully and just take a look at how they're doing it.

• 28:21Speaker 01

  Yes. And I will caveat that with, it's so funny, in one of my webinars, I actually say, you can't funnel hack me because you can't see everything that's happening behind the scenes. Because based on the different actions people take, they go through, have kind of a different experience. But yeah, absolutely. I like go in and, but just remember, like, you're not seeing all the little nuanced things.

• 28:44Speaker 00

  Right.

• 28:45Speaker 01

  And those little nuances are what make or break whether or not it's gonna be really successful and be able to convert a lead into a sale, especially from an ad, when you're talking to like a cool audience who doesn't even know who you are.

• 28:59Speaker 00

  Yeah, that's a good, good perspective. Have you seen much of a shift with Facebook ads, their updates, AI? I mean, I feel like the landscape now compared to six months ago, it's like, it's like a different world.

• 29:12Speaker 01

  Yes, yes.

• 29:13Speaker 00

  Tell me about this.

• 29:14Speaker 01

  So, I, I, okay, let's start with ads. I mean, we're gonna talk about AI.

• 29:20Speaker 00

  Okay.

• 29:20Speaker 01

  Which, I mean, that's part, you know, they kind of go hand in hand. But yeah, Meta has made some huge updates on their ad platform in the last even three months. They obviously rolled out their AI, which is not as good as they're, you know, promising it to be. But what they kind of have done is before, when you would set up an ad, you would say like, I want women, you know, 25 to 45, who are mothers, who have college degrees, who like Lululemon, whatever, you would like tell Meta who to target. Well, basically Meta is like not even allowing that anymore. You can just have a little, you can have a suggestion.

• 30:03Speaker 00

  Please show it to like women.

• 30:05Speaker 01

  Yes. And more of the targeting is coming from the ad creative itself.

• 30:11Speaker 01

  That being said, I think you have to do a balance, right? You have, I mean, listen, I have made a lot of money running ads and I love ads. But we also have to remember that, you know, Meta wants to make money because they're a public company. So you have to balance listening to like what they they tell you to do and what's actually working for your business. Right? The other big issue that has a lot of people have been running to with ads is because this targeting has kind of been taken away. The quality of leads coming into funnels are much lower. Like even e-commerce businesses are seeing this where they're like, yeah, we're optimizing for a purchase

• 30:56Speaker 01

  and we're getting a purchase, but our average order value is significantly lower than what it used to be. So we have been doing a lot of testing around how to increase the quality of those leads with our ads. And again, it's testing and I love testing, which then I share with all of my students of obviously like what's working and what's not. But yeah, there have definitely been some big, big shifts with Meta in the last few months. And then with AI, I mean, heck, I'm still figuring it out. Like I was on, before this, I was on with my operations director and I was like, look at what I did with Claude, you know?

• 31:35Speaker 00

  Oh, God.

• 31:36Speaker 01

  It's insane. But yeah, I think the thing is, is that with AI, it's obviously helping streamline a lot of things, which is exciting. On my freelance side, we're bringing it up in our messaging because actually with AI, we're seeing the, with the meta updates, the ads managers are even in higher demand because it's more confusing.

• 31:59Speaker 00

  Yep.

• 32:00Speaker 01

  And then, so bringing it up in, I think you like can't avoid it. And also on the coaching side, like you can't not use AI in your, even like your course content and your programs anywhere, like people expect it.

• 32:16Speaker 00

  You have to address it. You have to say like, I'm going to show you how to do this alongside AI. Otherwise I think that completely dropping off because then they're going to say, well, if you're not doing it with AI, I could just probably go do it with AI.

• 32:28Speaker 01

  Yes. And I, and I want to say this because I actually just did a really cool test. I uploaded, I did it to chat because we're still training our Claude. But I uploaded all, like our old webinar to chat. We sent out a survey to anyone who had gone through our funnel, watched the webinar and had not purchased in the last six months. And then I also put in, so I put in those results. And then I gave information on like our best performing ads. And I had it build our webinar for us. Okay. And even though it had like my proprietary like webinar structure and all of this data.

• 33:11Speaker 01

  I put together the webinar because I wanted to test this because I do think a lot of people think like, oh, AI is just going to take everything over. It was my worst converting webinar I have ever seen.

• 33:22Speaker 00

  I believe it.

• 33:23Speaker 01

  Yes. So I, I think that's a huge thing is like, yes, AI can be helpful. But it's not going to solve the biggest issues. It's not going to take over the knowledge and experience that we have as humans too.

• 33:39Speaker 00

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• 34:21Speaker 00

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• 35:06Speaker 00

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• 35:51Speaker 00

  And I was saying, you could have Claude write all your emails and it might be efficient. But is the efficacy isn't there because they're not converting, they are not working. And so there's things we use AI for in the business and there's things we tested AI for. Emails aren't one of them. And I will use AI in a sense of I'll upload customer data and I'll say, you know, synthesize this, pull out the number one pain point, pull this out. But I take that and I write it because what I find I'm getting from AI, it just isn't converting. And there's no human or lived experience behind it. And that, like you say, that's priceless.

• 36:25Speaker 01

  Yes.

• 36:27Speaker 00

  Tell me about your Stripe situation. This is fascinating and I think just like a cautionary tale.

• 36:35Speaker 01

  Okay, so 2023 was a brutal and humbling year. My main evergreen funnel stopped converting. I had a miscarriage. Then I got pregnant again with our son who's now two.

• 36:51Speaker 01

  And our Stripe account got completely shut down. So basically overnight, I lost all of our monthly recurring revenue.

• 37:02Speaker 01

  And at the time, my husband had stepped away from corporate. So like, all of the financial responsibility was on me. And yeah, it was, it was basically a moment that challenged everything that I thought was stable. And it really forced me to step up as a business owner. We had to rebuild systems. We obviously had to figure out Stripe and make sure that we're diversifying so that if that happens again, we don't lose everything in the business. We had to improve messaging. And really, I had to dive deeper on what I wanted from the business and like what I

• 37:46Speaker 01

  was actually building. Because even though evergreen funnels and ads have been my bread and butter from the beginning, I did get caught up in the like, you have to do everything to grow. Like I said, I had a podcast, I started a YouTube channel. Like, I was creating content like crazy. But the growth wasn't there and the results weren't there. And I was working more than I ever had. So, yeah, it just really made me like, take a step back. And I, and I feel like it was a terrible experience, but also I wouldn't be where I am today if I hadn't gone through it.

• 38:28Speaker 00

  I like to ask that because I, I think it's really important that someone hears you can go through such a challenging time like that and come out the other side of it. You didn't burn your business down. You stuck with it. And I think in that situation, and I knew you then, and I think in that situation can be really tempting to just start from scratch.

• 38:48Speaker 01

  Oh, yeah.

• 38:49Speaker 00

  What was it that kept you going to like, stick with what you have versus burned all down and start again? Because I think that's the real thing I pull from this. I think that takes, it takes a lot to do that.

• 39:00Speaker 01

  It takes a lot.

• 39:02Speaker 00

  Yeah.

• 39:03Speaker 01

  Phew. You know, I think that like, going back to what I said before, which was, I had to look at what I really wanted. And what I saw was that How I was running my business, which is evergreen funnels and ads, could give me what I wanted.

• 39:22Speaker 00

  Yep.

• 39:22Speaker 01

  Right?

• 39:23Speaker 00

  Yep.

• 39:24Speaker 01

  It's just that I had gotten sidetracked by all the shiny objects that I was seeing online. And I literally made a list of like, what do I want to do? What don't I like to do? What brings me joy? What doesn't bring me joy? And even wrote down of like, what's my ideal day now look like? And I rebuilt from that. But I didn't build from total scratch because I already had these pieces that I knew worked. I just needed to figure out how they were going to work in today's market.

• 40:00Speaker 00

  Yeah. And no matter what business model you run, like I really don't believe there's one right way. But like you said, I think you have to understand what works for you, what really plays to your skills. Get what aligns with the life you actually want to live and be willing to go all in on that and put your blinders on and get out of the status game. Stop doing things just because of how they look or how you think you should be doing things and focus. But I think that's so much harder said than done.

• 40:27Speaker 01

  Oh, it's so much harder.

• 40:28Speaker 00

  Yeah.

• 40:28Speaker 01

  Because you feel like, yes, I got this. And then you go online and someone sharing some big win and you're like, wait, how are they doing that? Right? Trust me, I get it. I've, I've, I've got caught up in before it. And every time I like see it, I have to catch myself again. I'm like, no, you're building your business this way because this is what aligns with what you want. Right? And I think that's so important. Like, there are so many amazing business coaches in this space, like incredible, amazing women. But you have to work with someone who aligns with like what you want.

• 41:04Speaker 00

  Yep.

• 41:04Speaker 01

  Right? Like, I love Amy Porterfield. I'm in her mastermind right now. She's an incredible human being, but she has like a team of 18 people. And, you know, it is a totally different business model than what I want to run, especially in this season of my life. Right? So can I learn amazing things from her? Absolutely. But I also need to make sure that I'm staying focused on what I want. Right? And what I want from my business, not just because something's working for her, does it mean that I need to go and copy it and try to do myself?

• 41:42Speaker 00

  And I think you've always been really good at that, too, of like, and I think anyone that's joining anything should go in and know what they're going to take from that and know what they're not and not get distracted.

• 41:53Speaker 01

  A hundred percent. That's, I think, also when people get in this kind of cycle of starting over and over and over and over again.

• 42:01Speaker 00

  I agree. Okay, so for the person listening who's like, well, I actually really like what you do and they want to learn more about you, where can they find you? And tell us a little bit about the funnel, too, because I want it to be very meta for them.

• 42:13Speaker 01

  Okay, yes. So if you want to find me, obviously you can find me on Instagram. I am actually present on social, even though

• 42:21Speaker 00

  Give me your handle.

• 42:22Speaker 01

  It's at Anna Konchar, K O N C H A R is the last name. But I have what I call an ads-first content strategy. So almost all the content I post on there turns into an ad. And also, if you want to like, learn my evergreen funnel kind of strategy, you can go to anna konchar.com/ bossbabe.

• 42:42Speaker 00

  Okay.

• 42:43Speaker 01

  And you can literally go through my entire funnel.

• 42:46Speaker 00

  And what are you going to teach on there?

• 42:48Speaker 01

  I'm going to show you why certain things aren't working, right? Even things like why maybe your launches have declined in how well they're converting, why low ticket is not always the answer, and really what makes my evergreen funnel process different. And the actual, like, I walk you through step by step. This is exactly what it looks like. And then after that, I can help you build it.

• 43:16Speaker 00

  I love it. Okay. Well, before we wrap, you are obviously going to be having your fourth baby soon. You're going to take a maternity leave?

• 43:24Speaker 01

  Of course.

• 43:24Speaker 00

  Okay, so talk to me about that. How are you prepping for that?

• 43:28Speaker 01

  It's so funny because I was thinking about this and I'm like, I haven't even thought about prepping. And I think it's because I have the systems built already. The traffic comes from ads. I have lots of content that I can reuse for ads if we need to refresh them. And this being my fourth time, I've, I've really learned to kind of be flexible. Like, you know, my first maternity leave, I was like, hey, I'm taking 12 weeks off. And then at 12 weeks, we're coming back. And I, I remember literally bawling when I was 12 weeks, like postpartum with my first. And I didn't even have to go back into the office. Like I just had to like go back to work. I was like, I am not, I'm not ready for this. I can't imagine mothers who are like.

• 44:11Speaker 00

  Being forced. I know, I know.

• 44:13Speaker 01

  Like, I could cry right now. So yeah, I, ever since then, I've just learned like to be flexible. And there might be a day where I like want to pop on and check in with my team. But also it might be five months postpartum and we're going through sleep regression and I need, you know, more time off. So I've learned to be flexible with what I'm needing and thankfully I have an amazing team. Like very small, almost all of them have been with me through like every maternity leave now. So I fully trust them. But this is probably our fourth and final. So I really just want to savor it. And I'm really, honestly, I'm really proud of myself for

• 44:56Speaker 01

  building this business because it feels so aligned. I truly don't know if we would have gone for a fourth if I didn't have a business that ran like this.

• 45:07Speaker 00

  And what's the like, you between, for the last eight years, you've been pregnant or nursing and you've only had whatever gap, three months?

• 45:15Speaker 01

  Three months.

• 45:16Speaker 00

  Okay. Say more about that. Cause I'm like, how, how are we doing?

• 45:20Speaker 01

  Yes. So my oldest daughter will be, she'll turn seven right after this one is born. So for the last eight years, I have been pregnant and or nursing.

• 45:36Speaker 01

  Consistently, like constantly with one three month gap that I wasn't nursing and I wasn't pregnant. So.

• 45:45Speaker 00

  And what's kept you on both paths? Because I want to ask this. I think it's very hard to do both things. It's very hard to be a mom and to be having multiple children back to back and breastfeeding. That's a really hard path without anything else. That's hard.

• 46:01Speaker 01

  Yes.

• 46:01Speaker 00

  Running a business, scaling a business to multimillions like you've done is very, very hard. What's kept you on the path of doing both and being able to do both without losing your mind?

• 46:11Speaker 01

  I've definitely lost my mind.

• 46:12Speaker 00

  Okay, great. Okay, good.

• 46:14Speaker 01

  So I don't want to pretend.

• 46:15Speaker 00

  Yeah.

• 46:16Speaker 01

  Yeah, I think I, so I grew up, my mom was an executive and I, I'm an only child. And I feel like I, you know, absorbed some of the beliefs of like career or motherhood.

• 46:30Speaker 00

  Interesting.

• 46:31Speaker 01

  And, you know, I, the beginning of even in my twenties, I was very much like career, career, career, because that's kind of the path I would say was kind of presented to me. And the thing is, is that I love what I do from a professional standpoint, but I also love being a mom. Like, I think if you ask my husband and I when we got married, which we've been married for 14 years now, like, are you going to have four kids? We would have laughed in your face. Because of the business that I've been able to build, I'm at home, which makes it a lot easier because I have a flexible schedule. I make my own schedule. And my husband, he

• 47:16Speaker 01

  went back to work probably about a year and a half ago now, but he also works from home. So even though he's a corporate attorney, he has a pretty flexible job, like, but both of those things have allowed us to manage, I guess, say, both more easily than if we were in kind of like the traditional roles. And then although the majority of the time that I've been having kids, I've run my business very part-time, like either naptime or a few days a week. Probably about six months ago, I finally was like, you know, I've created this space, but I'm filling it with things like doing the laundry or, you know, cleaning the house. And finally, I was like, no, I need to start taking some of this time for me and filling my cup too.

• 48:00Speaker 01

  So we've definitely added help into our household and that's been significant in also allowing us to continue to grow our family because it's not just all on me and all my husband. And I think that's something that we all need to talk more about, like, I'm not doing this by myself.

• 48:18Speaker 00

  Yeah.

• 48:19Speaker 01

  But I'm spending as much time as I can with my family while also building a business that I love and going to my dance classes in the middle of the day, because that's my favorite thing right now.

• 48:29Speaker 00

  I love it. And you're right, we need to talk more about it because yes, there's the argument of you'd never ask a man how he's balancing and the answer is yes, because he has a wife, right? Like, it's just a different conversation. And if we don't, as women, talk about it, we all then individually think we're failing or doing it wrong. Whereas when we open up and have a real conversation about it, we realize we're all doing it this, like, we're all in the same boat, we're all figuring it out, we're all finding it really challenging.

• 48:54Speaker 01

  Yes.

• 48:55Speaker 00

  And that's why we have the conversation, not because we, like, think men and women are just have different rights to it, it just is different.

• 49:03Speaker 01

  It is. I mean, I remember, so I guess, as I said before, my husband took some time off from corporate. And I actually finally went to him and I was like, I can't do both. Even though you're staying at home, as a woman, I am the default parent when they're this little, like, you don't have a boob, right? And I was like, I can't be the default parent and also have 100% financial responsibility for our family. And also at the time, I was like, my husband is such an ambitious person too. I was like, you're not being fulfilled by this anymore. So just even having that conversation, right? Like, I think we oftentimes think we make a decision, we have to stick with it forever.

• 49:47Speaker 01

  And instead, it's like, no, you're going to evolve as a human being. Your needs are going to evolve. What you want is going to evolve. And having those conversations with yourself and your partner, or whoever your team help is, is so, so, so important. So yeah, so after that, my husband went back to work. And honestly, I feel like that's allowed me to make even better decisions in the business because it's not all on me, both being a boob and also, you know, building.

• 50:16Speaker 00

  Yeah, I'm so glad you said that. I think you've probably just put it into words in a lot of ways women can't explain. Because I, you know, I also have a husband that is so incredibly an amazing dad, just very involved in everything. And at the same time, I'm the default parent too. And I've chosen to breastfeed, but I wanted to do that. And so we have to continually have open conversations. Because it's not about the money. It's about how are we both able to contribute and feel really good about our contribution? That's what it comes down to.

• 50:46Speaker 01

  Hundred percent, yes.

• 50:48Speaker 00

  Well, thank you for being so honest about that. And thanks, this podcast, I am already like so inspired and have so many ideas. So again, just refresh me the link and I'll put them below too.

• 50:55Speaker 01

  Oh yeah, so if you want to find me on Instagram, I'm at Anna Konchar, K O N C H A R. No one can ever spell that. I remember having to ask my husband on our third date, how do you say your last name? And yeah, anna konchar.com/bosbabe. If you want to go through my whole evergreen funnel.

• 51:14Speaker 00

  Amazing. Well, thank you for being here.

• 51:16Speaker 01

  Thank you so much.