November 2024 Income Report: $27,000 + Lessons in Values-Driven Entrepreneurship

Last Updated on December 11, 2024

As part of the $1K/Day Experiment, I’m back publishing Income Reports for Success with Soul about Values-Driven Entrepreneurship. Today I’m sharing how I earned $27K+ in passive income in November 2024, all without social media or a team.

We’re back with the 2nd installment of my Income Reports, after taking a long hiatus. Last month, I shared what had changed in the 4 years since I stopped publishing income reports.

And this month, we’re continuing as promised as part of The $1K/Day Experiment, which is my behind-the-scenes journey to making $1,000 per day in passive product sales, not counting affiliates, sponsors and other active income.

While these posts are public for anyone to read, if you want to get an even deeper look into exactly what I’m doing in my business to make consistent daily sales without ever posting on social media then I invite you to grab your unfiltered backstage pass here.

I’m currently sitting at 167 days of daily sales, averaging $533/day. But in November, my average daily sales number was actually $596/day. October was even better.

I’m guessing December is going to be worse. But more on that later…let’s get into the full Income Report for November 2024.

October 2024 Income: $27,638.49

• Gross Income: $27,638.49
  • Note this amount is made up from various passive income streams including affiliate income, digital products sales from my shop, monthly recurring revenue (MRR) from my membership, coaching income, and sponsored content.
• Expenses: $5,715.21
  • I’ll share what my top expenses are after I pay Rachel*:
    • Bookkeeper
    • Software (you can see what I use here)
    • Coaching (yes, even coaches need coaches!)
• Net profit: $21,923.28

Note: I paid Rachel twice in November because her October payment didn’t process until 11/1, which is why my expenses look higher. I also spent over $1,200 on a FB ads course and a new mastermind that I joined.

But like I shared last month, my fixed monthly expenses are just less than 30% of my income, and actually now moving forward they are going to be even less because I am officially a 1-woman show.

Rachel’s last day on TeamKK was 12/3 and I’ve decided for the time being that I am not going to replace her and give myself some time and space to figure out what I really need if anything.

I’m not sure that I’ll ever go back to having W-2 employees, as the pressure, expense and emotional intensity of that is too much for me.

But I may want some admin and coaching help in the future. I’m not really sure. I haven’t been solo in my business since 2017, and though I’m definitely scared, I’m also excited to see what it feels like to only have to worry about myself. It’s been incredibly freeing already, though of course I miss Rachel dearly and she was such an amazing asset these last few years.

I’m looking forward to hiring to fill a need, if at all, rather than finding tasks for people to do because I like them. That’s definitely been a struggle because I’ve hired some incredible people over the last 7 years.

Either way, I’m looking forward to this experiment and what I can learn from it, cheesy as it sounds.

Traffic Without Social Media

I’ll be honest. As much as I preach SEO, I can count on two hands how many new blog posts I’ve published this year.

But I really want to change that. I know the power SEO has and given that I’m trying to create more passive income in my business that doesn’t require the constant updates of social media, SEO is my BFF.

What’s amazing to see though is that even without many updates, SEO is still working for me. We had 15,000+ pageviews last month and nearly 6,000 people found our website.

You can see, most of my traffic is currently coming from Email (counted as “Direct”), Google and bundles. I’m refining my content strategy for 2025 moving forward and will share an update next month with my plans.

Interestingly, our sales pages are getting the most traffic right now (because that’s where I’m sending people in emails and promos). But aside from that, our most popular webpages last month were:

• successwithsoul.co/ (home page)
• successwithsoul.co/everything (learn this strategy here)
• successwithsoul.co/grief-feminist-reproductive-rights/
• successwithsoul.co/about
• successwithsoul.co/resources
• successwithsoul.co/beyond-the-scroll

So only 1 individual blog post, which tells me that I can be doing a better job of optimizing my site and posts for long-tail keywords and to work on on-page SEO tactics like optimizing title tags, meta descriptions, and headers to target more specific queries.

Looks like I need to go back through my own SEO course, ha!

Email List Growth Without Social Media

Note: this screenshot comes from my dashboard in Kartra.

• Email List Growth:  2,099 new active email subscribers in November 2024

So, I grew A TON last month. And also, not really at all because of the amount of unsubscribes we got.

That’s okay. I made a big announcement about donating to Planned Parenthood (we raised $2,000!) and it cost me a lot of subscribers. And also got me A LOT of sales.

Guess which one I care more about? 😉

Most of my new leads came from bundles last month, and from hosting a FREE Get it Done Week (which we had over 430 people sign up for, many of whom were brand new to me. I got over 100 new subscribers from speaking at the Kartra Conference, as well.

If you want to learn more about how to actively search out visibility opportunities and stop waiting for people to come to you, checkout our course: Painless Publicity! 

NOTE: Just a quick note to point out that while it’s amazing that Kartra gives us data like how much each subscriber is worth and their lifetime value, this isn’t 100% accurate for my business because we also sell through Shopify. And that isn’t counted towards these numbers.

Domain Authority

Note: DA is a ranking metric developed by Moz that predicts how well a site will rank on Google, and is measured on a scale of 1 to 100. The closer you are to 100, the more traffic and better ranking you’ll have.

My DA score didn’t change from last month, but I did collect a few more backlinks, which is great.

Clearly I have some work to do in this area! One way that I’ll be working to improve my domain authority is by following the advice and teachings found in the SEO Course (also in MBA) about publishing high quality consistent content so that I can show Google that I’m a reputable website and increase my E-A-T!

Key Takeaways: Values-Driven Entrepreneurship

What I Focused on this Month:

• Flash Sales: We hosted our Anti-Black Friday Flash sale, which brought in $10,000, and we also had a flash sale for MBA for anyone who signed up for Get it Done Week. I’ve found that if I email about something, I can make sales. If I don’t, it happens way less often.
  • Lesson learned: Promotion beats perfection. Even last-minute, minimum-viable-effort promotions can drive significant results as long as they’re aligned with what your audience wants. Perfectionism, you’re on notice.
• Monthly Recurring Revenue: I now have 4 main streams of recurring revenue (The Launch Lab, The Room, Inbox Insights, $1k/Day) and it’s been slowly adding up to nearly $4,000/month in recurring income.
  • I want more of this because: steady, predictable income is a game-changer. It takes the anxiety out of fluctuating sales months and creates breathing room to focus on big-picture projects instead of chasing cash flow. It’s like having a financial weighted blanket.
• Experiment with Get it Done Week: Last month, I tried for the first time offering GIDW for free, and charging for lifetime access instead to see if we can get more people better results, faster and guide more folks into MBA. It worked in some ways– we had 430 people register which is almost 10x what we normally get–buuuuut, it didn’t result in more MBA sales, and was more of a headache to set up.
  • Lesson learned? Free offers can drive awareness but might not always convert into higher-ticket purchases without a carefully planned strategy. I’m thinking of moving GIDW to be exclusively for The Room clients in 2025.

Results from My Tripwire Experiment

Previously, every offer on my website had a $7 tripwire for the first 15 minutes—a true OTO (one-time offer) that didn’t reset for a year. It was a no-brainer deal, easy to say yes to. But I started to wonder if a tiered pricing strategy might feel more aligned and increase average order value (AOV), even if it led to fewer overall sales.

Here’s what I tested in November:

• $7 tripwire on products under $44 (save $37; 84% off)
• $17 tripwire on products under $88 (save $71; 80% off)
• $27 tripwire on products under $111 (save $84; 76% off)
• $37 tripwire on products under $222 (save $185; 83% off)

The results?

• AOV jump: The average order value for tripwires increased significantly, from $10.60 to $17.57—a nearly 66% improvement.
• Tripwire revenue dip: Revenue from tripwires dropped from an average of $1,140/month pre-experiment to $843.50 in November.
• Conversion rate drop: The conversion rate dipped slightly from 12.70% to 10.60%, which isn’t surprising given the higher price points.
• Overall shop performance: Here’s where it gets interesting: My overall shop revenue jumped from an average of $3,266/month to $4,872.44 in November. Despite fewer orders overall (down from 172/month to 120), the higher AOV meant each customer spent more on average, which offset the decline in volume.

What I learned:
The tiered pricing strategy worked for increasing AOV and overall shop revenue, but it came at the cost of fewer orders. While this is a win for the bottom line, it made me reflect on what feels energizing to me. There’s an intangible value to the energy of more sales—it feels life-giving in a way dollar figures can’t fully capture.

This experiment gave me clarity: tiered pricing works, but I need to balance the math with how it feels energetically for me and my audience.

Next steps:
I plan to continue testing this strategy for another month or two to see if patterns stabilize. It’s a balancing act between the higher revenue per customer and the motivational boost of more frequent sales.

Results from November 2024

What’s Working: Daily Sales Without Social Media

Add these to your to-do list if you want more passive income streams!

• An Everything Page and Shopify Store.
• Low-cost tripwires on everything I sell, with bumps and 1-click upsells.
• Creating an all-access pass/everything offer and breaking out its components into a la carte options to meet folks where they’re at
• Asynchronous coaching; Email coaching has been going AMAZING and our weekly group coaching in The Room is growing slowly and this group may be one of my faves ever!
• A super engaging evergreen welcome series with a 50.31% open rate and 5.59% click-from-opens rate that makes sales and leads into a weekly sales sequence for my shop that’s also converting super well.
• Sending my live weekly Sunday newsletter, “The Whole Soul List” where I make multiple offers every week while connecting with my people on a much deeper, personal level.
• And finally, I think the fact that I am a Clockwork Queen (aka I manage my time really well) and have so many efficient, automated systems in place, and take such good care of my mental health and wellbeing, all allow me to show up as my best self, maximize productivity and really feel in a creative flow with endless energy and passion for the work I do. I am so so grateful every single day that this is how I get to spend my time. I absolutely adore my job!

Most Purchased Courses from the Shop

AKA, my bread and butter of passive income

• Beyond the Scroll: How to Create a Static 9-Grid (with Templates!)
• Simple + Sustainable SEO: Get Your Ideal Clients to Find You Without Social Media
• Instant Income: Sleaze-Free Sales Strategies to Make Money Today
• Browsers to Buyers: Tripwires, Bumps + Upsells
• Blog Optimization Roadmap: A Complete SEO Checklist
• Evergreen Funnel Formula: A Blueprint for Automated Profit

Least Purchased Courses

These are the underdogs that really deserve more credit!

• Momentum Method: Balanced Business Planning for Mindful Entrepreneurs
• Optimize Your Tech Stack: How to Run Your Entire Biz With 1 Tool (and ZERO Zaps!)
• Real Self-Care for Entrepreneurs: Soulful Wellness Rituals for Holistic Success
  

My Personal Faves

• Pitch Perfect: A Custom ChatGPT for Winning Sponsorships + Brand Deals
• 7-Day Aligned Business Blueprint: Foundations for a Life-First Business
• Affiliate Autopilot: A Set-and-Forget System for Passive Profits

Most Popular Affiliate Links

• Kartra
• Amy Porterfield
• Bluehost
• Monica Froese

Most Popular Coaching Offers

• The Room
• Inbox Insights
• 1:1 Coaching Calls

Goals for December 2024

• Rest, reflect, connect. I’m all about slowing down this time of year when the rest of the world is speeding up. I always close the office for the last 2 weeks of the year, and intentionally didn’t plan any promos, collabs, or big commitments all month. We’re even taking December off from Get it Done Week. Instead, I’m doing lots of connecting with my peer mastermind, and thinking about some changes I’d like to make in 2025. But mostly, I’m just curled up on my couch.
• Host an end-of-year sale for MBA with bonuses I’ve never offered before.
• Continue experimenting.

• My guiding wisdom for next month:
  • Slow down to speed up.
• My guiding feeling for next month:
  • Calm 
• My mantra for next month: 
  • Rest is part of the process, not a detour.

Reader Questions

Each month, I feature one question about online business from a reader. Submit your question in the comments and I’ll answer one next month!

Final Thoughts: Staying Connected to Purpose

November reminded me of the power of alignment. I leaned into my values, even when they polarized some of my audience. The result? I still connected with the right people and maintained momentum.

Sometimes, staying connected to purpose means letting go of control. I’ve realized that the work I’ve done to build systems and a values-driven business is what keeps me aligned, even when I’m not actively pushing every day. Trusting in that foundation is the ultimate act of faith in myself and my mission.

And for December, by giving myself permission to rest, honoring where I am emotionally and physically, and trusting my instincts, I know I will once again see firsthand that less can still lead to more. As entrepreneurs, it’s easy to confuse busyness with progress.

If you’d like a closer look at how I make daily sales without social media, consider joining me in The $1K-a-Day Experiment for unfiltered insights and access to my evolving strategies.