Episode 83: Louise Courville

Entrepreneur Conundrum Podcast

Episode Summary

Louise Courville helps female entrepreneurs grow and scale.

EC 01   |    4min

About The Guest

Louise has 20 + years of experience in sales and marketing where she created marketing programs for a Top 100 World Wide Tech company.

She transitioned to online marketing more than 5 yrs ago when she realized that her sales and marketing skills were a perfect fit to help entrepreneurial-spirited women.

Helping entrepreneurs start and grow their online businesses with sales funnels at Blick Digital Marketing.

Louise has since launched the “Virtually FAMOUS Accelerator” program to help launch their brand successfully.

Louise is the host of the podcast, Micro Marketing where she takes a closer look at what’s working today in marketing online.



Episode Transcript

[00:00:00] VIRGINIA: Welcome to entrepreneur conundrum with Virginia Purnell where growing entrepreneurs share how they get visible online. 

[00:00:09] Hi everyone. Today, I am talking with Louise Courville about how she helps companies grow in scale. So Louise has 20 plus years of experience in sales and marketing, where she created marketing programs for a top 100 worldwide tech company she has transitioned to online marketing more than five years ago when she realized that her sales and marketing skills were a perfect fix to help entrepreneurial spirited women helping entrepreneurs start and grow their online businesses with sales funnels at lick, the digital marketing Louise has since launched, virtually famous accelerator program to help launch their brand. Successfully. Louise is the host of the podcast micro marketing, where she takes a closer look at what’s working today in online. Welcome Louise. 

[00:00:53] LOUISE: Well thank you. I appreciate that. 

[00:00:55] VIRGINIA: I’m excited to have you on today. 

[00:00:58] LOUISE: I am excited to be here Virginia, [00:01:00]

[00:01:00] VIRGINIA: I guess, background about you first. So what made you. Other than realizing that you had awesome skills to help entrepreneurs, what kind of made you do that shift? 

[00:01:12] LOUISE: Well, actually it was not a shift that I had planned. I’d been looking at, you know, trying to do something entrepreneurial since 2012, I tried to create a consignment shop website, which was very expensive to try and create. So I kind of gave up on that dream, but in 2015, 10 days before Christmas and I was given a severance package. And so I had no choice and I wasn’t prepared to go anywhere and do something, you know, but I just knew after getting that severance package and hotel, leaving the hotel and going home and thinking, I am never going to work for somebody again. And I haven’t in, so that’s since 2000 and that’s almost six [00:02:00] years and next month, so. I’ve loved, you know, that I’m in the entrepreneurial space I’ve been in, it’s not my first entrepreneurial gig in 19, late 1990s, 98, somewhere in there. I actually did a, I did eyewear cause I was from the eyewear industry. We used to call on doctors of ophthalmology and optometrists. I left that and went into doing eyewear for the film industry in Toronto. And so that was my first entrepreneurial gig and it was a lot of fun, but it was really boring sitting on sets. I’ll tell you that much. 

[00:02:40] VIRGINIA: So you kind of like went through a little bit of transition and stuff throughout your online journey. The last few years. So who do you kind of focus with now.

[00:02:51] LOUISE: I mostly focus on my, my primary entrepreneur is usually going to be a woman I’m very [00:03:00] drawn to, especially women who are single moms, because I, I was actually. Brought up by a single mom. We had six kids in our family, so I’m very drawn to that because they’re very strong. My father died when I was six and he didn’t just leave us. But that was why I’m I think. You know, I always said to myself that I was never going to rely on somebody to bring me, you know, my income. And I’ve pretty much not have done that though. I have been married, but it wasn’t, I was always relied, you know, relied on myself to bring in my income and I think it was based. And it started from that point from when I was a kid and I could see the struggle that my mum went through over the years, especially in the young, you know, the. Couple of years and then my brothers started to, you know, grow up and leave. And so there was fewer and fewer of us at home. I’m really drawn to single moms and helping them grow their business. 

[00:03:57] VIRGINIA: What do you do to get infront of them? 

[00:03:58] LOUISE: I normally, [00:04:00] I’m doing a lot, as we mentioned, I’ve been on clubhouse a lot, and I also have my own podcast, the micro marketing podcast, which, you know, has over 650 episodes. And that’s my main, main source. You know, it’s always more, more audio for me versus doing videos. I’m not going to do, you know, dance videos or, you know, those types of things. I always think that. The people who really do well on social media are going to be those people who sell social media. So the people who are, you know, Instagram coaches and LinkedIn coaches and Pinterest coaches, those are the people who are going to do well on those platforms. And they obviously are drawn to doing videos. And that’s not my forte. Like not that I’m, I don’t mind being on video by any stretch and I have been, but. I, I just, it doesn’t, it’s not something that [00:05:00] I, I love doing and I’m not that type of person who wants to be in, you know, everyone’s face that’s my preference. So that’s why I tend to go more towards the podcasts 

[00:05:09] VIRGINIA: So you tend to get in front of people. More through podcasts then? Okay. So what are some common mistakes that you see so many of your clients making? 

[00:05:18] LOUISE: You know, some of the things that I’ve noticed as we were talking earlier is that I obviously have the, had the blink side where the blink digital marketing, which was building out the sales funnels and the offers and whatnot. And I think that what I understood. And after some time of building the sales funnels is that the marketing part, you know, I was helping coaches and that they were good at what they did and they weren’t really super into the marketing side of it. And I think that that’s where, you know, it kind of like collided with the fact that on the other sense of the. Coaching side. I was more focused on [00:06:00] teaching them how to brand themselves so that they stood out online, that they were more visible and that they were, that they became known for something. That’s where I find with coaches. That’s tends to be the people who I’m like looking at, you know, is more on the coaching side. I’ve done e-commerce funnels, but not my favorite by any stretch. I’d rather do a coaching, you know, that on the coaching side. But, so that’s what happened when I started to build out these sales funnels is that I realized that their message wasn’t very memorable. One of the things that I noticed when I got to module four in my next level coaching program. Was that people didn’t understand how to create, you know, memorable, portable and repeatable messages. And they didn’t how to create an, you know, a framework. And so if you want, I can go over my famous framework for you, and I can take you through the steps. 

[00:06:59] VIRGINIA: Yeah that [00:07:00] would be awesome!

[00:07:00] LOUISE: Okay. Excellent. So famous is actually, you know, a, an acronym, right. Basically what I always do is it’s like when you went to school, people, there was always things know was always like rhymes or something, an acronym in a way to remember something. So like, you know, when you were in grade school, it was, you know, I, before E except after C those are things that make it memorable for you. So that when you were, you know, doing a spelling bee, then you know exactly what you, you know, that little rhyme comes to mind. And so one of the things that I’ve noticed is that when people have a framework, then they can actually create content from that fame framework. As I mentioned a little earlier with you, is that you can create all of your framework based on, or sorry, your content based on your framework. And so after in the, in the famous, okay. So what we’re trying to do is get [00:08:00] people to be known for something. And to be the, the go-to person now five years ago, when we both, we both started around the same time, that five, five and a half years ago. And when we first started, you could put a stake in the ground and own a niche, very, you know, very easily, even two years ago, you could, now it’s easy. You could get into like a micro. But now it’s getting harder and harder to become known for something. And so when you have so many coaches out there now, since the last couple of years, especially there’s so many coaches being known for something specific. And if you can become known for that go-to person in one area. So my framework is famous. And the F is stands for actual actually frameworks or formula, that kind of scenario. And it needs to be verbal and visual. Right. Cause we’re, we’re talking verbally, but [00:09:00] visually when you’re actually explaining, or if you’re trying to sell on an actual website, People want visuals as well. And they say 65% of the population are more visual people. So a framework needs to have both, right? You can do doodles, you can do a few different, you know, a Venn diagram. You can use diagrams to create those visuals that help people understand how you’re going to help them. The A in famous is using those words, those acronyms, those alliteration. And also analogies, right? Because when we have all of those three working together, we can actually help people understand how you can help them. Right. And the other thing I wanted to mention was the analogies is more for the stories because we need to make sure that we’re actually building stories. Inside of our framework so that we can actually share the frameworks [00:10:00] through stories that actually lead to selling. Right. And that’s going to come the little deeper on that one later, but the M is memorable, portable, and repeatable. And how I learned this was from Andy Stanley and he has a leadership podcast, but more importantly, he is actually the pastor at my church here in Buckhead. Um, in Atlanta, And his messages are always memorable, portable, and repeatable. And not only like his aren’t always acronyms, but there’s some they can be. But if you look at his messages, they can be very long. And what he does is that he repeats them constantly throughout so that people remember them when they leave. And I can tell you one that I’ve heard 10 years. I can actually say, are you the person that the person that you’re looking for is looking for, and that’s a tongue twister, you know, that’s a tongue twister and I still remember that, but, and that’s the key is that you need to make sure [00:11:00] that it’s memorable for you too, and not only your audience, because of the fact that you’ll be talking about these, your acronym or your alliteration, you know, throughout. And if you have books out there that are alliterations. Rob Kosberg his whole book is on his framework, which is publish, promote profit. And I remember his book because of the fact that it’s, I know exactly what he’s, how he’s taking people through the process. And so that’s really key when you can actually take somebody through a process like that in an alliteration. And then the O and famous has to be obvious. It needs to be clear, concise, and you need to be confident about your framework. People will not follow you into confusion. And that is key. So you need to make sure that whatever your framework is, it relates to your ICA, your ideal client, avatar, their, what they [00:12:00] want, what is their desire? Their desire is to be not famous, but virtually famous, right? They don’t want to be Kim Kardashian, but they just, they want to be virtually famous and known for something. And then the U is unique terminology and spins and unique terminology actually is something that a lot of psychologists will use. Right. They make up terms. Have you heard of that? Like, like their terms, if we, if they use terms like, like there’s actually Rory Laden he has a term that he’s calls his creative avoidance. And creative avoidance is a made up term. It’s not in the dictionary. And what happens is people tend to want to, you know, do other things. When they should be doing what they need to be doing, you know, they might be checking their emails or they might be checking their social media when they need to be sitting [00:13:00] down and doing, you know, some content creation or something. So those are creative ways to create unique terminology. I like to say creative abandonment is mine because of the fact that, you know, as you see all these, all these podcasts, I don’t know if you’ve noticed but you’re looking at podcasts and, and they’re, they’re gone. Like there, they have posted a podcast in a year or two in there. There are all these abandoned podcasts out there. And so that’s the key is like, when you create a framework, you can be, you know, it’ll help you create. Then, as we mentioned, it gives you something to talk about. If you have a. You do an acronym on our alliteration or anything like that, that you work from, then you can actually take out those one piece and start making unique terminology as a podcast, let’s say. And so that is, that is something that is really, I think once you [00:14:00] start seeing. This unique terminology, you start to, you start to go. Oh yeah. I never noticed that before, but there’s all kinds of like words out there that people, examples, like pattern interrupters. That’s not a, that wasn’t a word before. Like five years ago, it wasn’t really a word or even 10 years ago. It wasn’t a word. Or now we understand what a pattern interrupter is or social signaling. Those are words that we’ve, that somebody has come up with, that they’re using to. Differentiate themselves. You’ll see this a lot in a lot of books, like the outliers and stuff like that. You’ll still see a lot of his terminology and I think the coaches need to start using their own terminology and their business as well. And then the last one is sharing is S is sharing, you know, and through stories and being able to sell your frameworks. The strategy there is, [00:15:00] is that when you’re selling or you’re selling your framework, you want to start with a story and then you go to your strategy. And then you go to your social proof, right? And it’s your case studies or anything like that, or research, if you don’t have a case study, then go to research because there’s a lot of research out there as well. And a lot of people will reference research. So the last part is, is understanding, is selling that framework and working that whole system. Hopefully that made sense. 

[00:15:33] VIRGINIA: It did. Thank you. It just made me interested in what yours is, but if you don’t want to share them, that’s fine. If you would, that’d be cool. 

[00:15:41] LOUISE: My what?

[00:15:43] VIRGINIA: Well, I guess that your six pillars for your business. But that was just a thought I had, 

[00:15:48] LOUISE: well, it is it that, that’s my that’s the pillars, right there are famous. It’s F A M O U S. Everything is it rules into everything we do [00:16:00] in the actual, virtually famous accelerator. 

[00:16:03] VIRGINIA: Okay. So what are a couple of big goals that you’re looking to achieve in the next years or two?

[00:16:09] LOUISE: My goal for this coming year is, or actually probably in the next 90 days is to take my framework and write a book with it. And so having a framework, you can actually use it, you know, like I’m doing right now on a podcast, but you can also write a book or use it in a summit or anything like that. So my goal is to have that book written, virtually famous on book out in 2022.

[00:16:42] VIRGINIA: That’d be Cool so how would that goal change your business? Having that book out 

[00:16:50] LOUISE: it’s interesting is that because virtually famous is, you know, becoming well-known is becoming an authority. And I believe, [00:17:00] well, author is an authority, so it will only help on that side of it. So in the sense of helping the increase, the authority on, on frameworks. And so that is, that’s how I I’m, I’m viewing it is more of a. I really want to help people, you know, with their, with their business and if they can take that book and I don’t want it to be, oh, um, you know, just pushing something a course or whatever, that’s not the point of it. The whole thing needs to be a full on, take it and run with it and learn everything that I’ve done. It’s something, frameworks is something that I’ve done. You know, creating those alliterations and all acronyms is something that I’ve done since I was in high school or grade school. It’s just something that I do. And I, and I didn’t realize until I was in, um, doing the next level coaching and I got to, this was module four. [00:18:00] Was these with the actual framework? And I got a blank stare from the coaching client and I’m like, okay, so this isn’t something everybody does automatically, or it’s not something that’s innate in them. And I do it automatic and it, I can walk and talk and chew gum and create an alliteration in minutes. And so that’s one of the things that I learned, you know, by. Publishing every day, you know, as publishing every day. And that I know you’re going to ask me a question and that’s going to be my answer later, but that’s what I’ve learned is, is that, you know, it’s, it’s backwards. You, you, you kinda, you, you know, they were talking about pushing you, not pushing, but they, you know, publishing every single day and then you’ll find your voice. Well, it’s actually find your frameworks first and then you’ll find your voice. And [00:19:00] so that is one of the things that, uh, I’ve learned in the last five years. 

[00:19:05] VIRGINIA: The framework works first would definitely help because it would give you structure on talking about while you find your voice. 

[00:19:13] LOUISE: Exactly. 

[00:19:13] VIRGINIA: So true. So do you feel like there’s anything that’s stopping you from writing the book? 

[00:19:20] LOUISE: No, because I haven’t what I’ve done. I followed a pat Flynn. The example is take all the sticky notes, sticky notes. And you, you put out all your sticky notes and, and what I’m doing is I’m just talking through and I use a, an app called Otter and I. I just I’m recording. And then I’m sending myself that email and it’s all, basically I have to do some, obviously some, some corrections with their spelling. It’s not bang on, but for the most part, that’s what I’m using. I’m using that app and I’m just talking my way through. And then I’ll have an editor so that it’s [00:20:00] done to, you know, quality and resolved. I don’t want, I want it to be my voice, but I don’t want it to be full of errors if you know what I mean. 

[00:20:09] VIRGINIA: Yeah. Pretty sure. I think what you’re going to wait, you alluded to ask you a question and so I’m assuming that what you’re meaning is, so what you’re doing right now to attract more business or to stand out and get visible online is that you’re publishing everyday comment you had made?

[00:20:26] LOUISE: Yeah. And, and that was my, the one thing that I really took to heart was that publishing every day was something, both of us, um, are very well. We both make we’re both on that sales funnel side. So Russell always said, Russell Brunson always said that, you know, you need to be publishing every year. And when, when they Alexa flash briefings briefings came out, I don’t know if you know what that is. It’s basically a minute to three minutes and that’s why it was a very, very fast way to get out the door with publishing every [00:21:00] day. I used that to create my, my pocket. And then eventually I, I stopped doing a daily and then I went to weekly. And then, so it’s, it’s not an Alexa flash briefing anymore, but you know, and now listening to Russell, because he was telling Dave Woodward that, you know, he needed a framework and his sons actually said that to him, you need a framework that and start. And that was when I was already trying to create framework for, for clients and helping them. Build their frameworks. And, and I was like, that’s exactly it. I mean, that’s what I know. That’s what I’m good at. So I’m going to focus on that area and then help people get, get out the door. And I want them to win within two of the first two weeks. I want them to start. I want them to get their frameworks and then start publishing their frameworks and then get recognized and get, you know, a quick win within that first two weeks. Because of the fact that I [00:22:00] think it’s not a course. I don’t really believe that. Well, they say that two to 3% of courses actually ever get finished. So I don’t really a hundred percent believe in courses that are just automated. I would prefer to, you know, get a result and give people, you know, make them successful. And as you know, I have a lot of weight on me when I, when I feel like somebody that I need to make sure that they’re successful. And I think that it’s really important that when you are giving, putting, helping somebody get started in this. Is that. Is get them going really fast and not have to wait until eight weeks out until they actually finished something, you know, or they have a finished product. So that’s, that’s the goal. 

[00:22:46] VIRGINIA: And getting that quick, went to we’ll help them, help motivate them to keep going. 

[00:22:51] LOUISE: Absolutely, absolutely. And the goal is, is to get, you know, is to get them promoting their, their framework [00:23:00] quickly. And not only that is just to be able to talk to that framework easily. You know, I go to bed at night and my framework is going off in my head. Like I Al you know what I mean? Like, you know, you’re an entrepreneur, we’re all entrepreneurs here and we all tend to, we don’t just shut off when we go to bed.

[00:23:18] VIRGINIA: So That was the best advice that you’ve ever received. What would you say would be the best advice that you’ve ever given? 

[00:23:26] LOUISE: Ooh, when we were creating the actual, we were creating a book funnel and in the client was saying, you know, they’re coming out with new products constantly, constantly, constantly. And I, and I have to say that, you know, once you create your sales funnel, And if it’s working, then you need to tweak it so that it gets, you know, that it’s really converting. And then once you get it converting, you just need to keep, keep doing it. Like keep doing that, that I like the [00:24:00] webinar process. And I would say that would be one of the things is just work on that one sales funnel until you get. To whatever volume of income you want. And now not everybody out there in the world wants to be a millionaire. That’s not, you know, it’s not everyone’s goal. You know, in most cases, me coming from a corporate job, like I had, that was the goal. Just get back to that six weeks. And I think that that’s the key is that people need to just focus on that one funnel without one, you know, and understand as you probably are well aware of is that value ladder and understand what that is. And then one of the things that. You know, I was doing back when I was in corporate, probably in 2010, I did the stock offer and I didn’t know it was a stack offer. I was doing a promotion for my region because I did all the sales and the marketing for my region. And I was doing this promotion. And I was looking at somebody’s offer [00:25:00] that a sales rep had brought to my attention and I thought, well, why would anybody want that? And or this or that? And that got me thinking, and I said, you know what, I’m going to create an offer. That’s like a little mini con contract so that they would, you know, buy into the contract. In the sense of, well, we give you this warranty. We give you X, Y, and Z. And then at the bottom of it, the bottom half of it was, what do you want. And I had like about nine different things underneath it and they could tick off three of them. And so we would actually say, okay, well that meant something to them because from one doctor to the next doctor, it wasn’t the same need or want in their, in their practice. So that’s why I started creating that contract and then they would sign it and then they would say, okay, We’ll do this for X amount of dollars per month in, you know, um, sales from you. That’s basically, it [00:26:00] was the stack offer before I knew it was a stack offer. So like, so, and so that, that’s where I started. And I think that that’s the other thing that people need to do when they’re building out their actual sales webinars. Is to start with the offer first and then work backwards from there.

[00:26:20] VIRGINIA: Make sure it’s something awesome, something that you would want to get, 

[00:26:24] LOUISE: right. But all your, all your, all your copy is going to relate to that. And so it makes more sense to know what you’re offering fully and understanding where your avatar is at at the moment. So you got to understand where they’re at and then what will they need before they ever get to you and, you know, get to the, your program or your offer and what will they need after. And so we, and making sure that those, that stack is filled with things that they’re going to meet. I don’t believe in 10 X-ing everything and making everything, you [00:27:00] know, some goofy new, you know, number. I don’t believe in that, but I do believe in the fact that, you know, if you’re going to create something that, and if you were going to sell it separately, what would you sell that for? Don’t make up some number, you know what I’m saying? For sure. It reminds 

[00:27:17] VIRGINIA: me too, of like with Steve Larson, when he’s talking about his MLM secrets, he’s like, if you presented someone or sold them on your company or on your product, he’s like now you just created a new problem for them because now they need. To go out and talk to people, right? So like, you’re you, like do everything with your offers stack like, we, you need to then like you give them this then what would be their next problem? Alright, so let’s solve that next problem within that offer stack. 

[00:27:45] LOUISE: Exactly. Well we’re so on the same speed we were just marking people were on the same page.

[00:27:54] VIRGINIA: Was there anything that I haven’t asked you that you would like to share with us? 

[00:27:59] LOUISE: No, [00:28:00] I think that. I think that every business definitely needs, you know, some frameworks. And if you don’t have a framework to start looking at what you can build, some of my other frameworks are elf and that’s just elf. And every time I go to write, copy, I use it to write. And if it’s, you know, if it’s not sounding right, or if it’s not converting, I go back, did I have enough ELF it? And elf is emotion, logic, and fear of missing out, right? That FOMO and people buy on emotion and justify it on logic and don’t want to miss out. Right. And so we make sure that we have that framework in there. That’s where, when you’re writing your copy. And then my other framework is Bob and that’s traffic, Bob, and that’s traffic. You borrow traffic, you own and traffic, you buy. And I believe that, you know, if you’re making out a, if you’re building a sales funnel, like, you know, I’m on the bleak side of my business and your [00:29:00] business, when you’re building a sales funnel is to build it. So that buying traffic, isn’t a drudgery. You want to make sure that you understand your earnings per lead every time that you’re running track. But, you know, you need B plus B equals your O right? So your, both of those, your borrow traffic and your bot traffic need to build your list. And so those are just some of the acronyms that I use and I keep them, you know, and there might be acronyms that, you know, your listers or lists are already using while those are, those are chapters in your book, you know, And so that’s a chapter is, is showing people the each framework. And if you can give them a visual of that framework on top of it, that’s even better 

[00:29:44] For sure. Because then 

[00:29:46] VIRGINIA: they remember it moretoo right?. 

[00:29:47] LOUISE: Absolutely. Absolutely. 

[00:29:50] VIRGINIA: I’ve really enjoyed you being here today. Thank you so much. 

[00:29:54] LOUISE: Thank you. It was fun getting to know you. If you’re listening, Virginia and I were talking before we in the [00:30:00] green room and we’re talking really, we need to be friends. Like we do a lot of the same things, but they’re a little differently. And so if you need a sales funnel, go to Virginia I don’t do sales funnels anymore. 

[00:30:14] VIRGINIA: So where can we go to learn out more about, sorry to learn more about you and what you do? 

[00:30:19] LOUISE: Well, you can learn more about the actual, virtually famous accelerator, and that is at Louise Courville, C O U R V I L L e.co/famous you can, you can learn more about the, the program there. You can also get me or find me on Instagram at virtually dot famous. And those are probably my two, two best ways, or just go to louisecourville.com. That’s my website. 

[00:30:52] VIRGINIA: Awesome. Well Thank you. 

[00:30:54] LOUISE: Thank you very much. I appreciate you.

[00:30:56] VIRGINIA: Likewise, have a great day. 

[00:30:58] LOUISE: You too 

[00:30:59] VIRGINIA: [00:31:00] Thank you so much for joining us today. Be sure to subscribe and leave some love through a review and I’ll catch you on the next episode.




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