Tiffany Uman was proud of building her business organically.
But after a while, she realized she needed more than just organic strategies. She needed a more predictable way to grow and scale her business
This is how she uses Kit to run a sustainable 7-figure business she’s wildly passionate about.
The challenge: Needing a scalable and sustainable business model beyond organic growth
Tiffany started building her career coaching business in early 2020 while on maternity leave with her second child. She loved her corporate job at L’Oreal (where she achieved 7 promotions in under 10 years and coached others to do the same) but wanted to expand her reach and help professionals across the world achieve their career goals.
She became a full-time creator in January 2021 and built her workplace mastery business entirely organically.
At the time, the majority of her business income came from her flagship coaching program called Career Success Fast Track™, which helps high-achievers become the top 1% in their careers without sacrificing their well-being.
The program did well year after year, but despite the exponential growth, Tiffany realized relying on one source of income and organic social media growth alone was risky—especially because she loved her business and the impact it was making so much and wanted to be able to do it for a long time.
If her business was reliant on only one product and one growth strategy, she wondered, what would happen if anything suddenly changed?
She wanted to experiment with new strategies that could make her business more solid, sustainable, and scalable.
Ultimately I wanted to deplatform and get more serious in building my email list, something I could control unlike social media algorithms.
The solution: Create a high-value newsletter that’s growth-focused and community-oriented
In August 2023, Tiffany decided to create a newsletter that focused on building her community and sharing high-value content for free.
She had an email list, but no longer liked what she was doing with it and wanted to make a change.
My emails were often promotional and tied to asking for something from my subscribers. Each email was still valuable, but it just didn’t feel aligned with my approach anymore, and I wasn’t excited about writing those types of emails anymore.
Instead, I wanted to create a newsletter that I was super proud of and excited to bring people into because I knew it would be extremely high-value.
The strategy: Double down on Kit’s newsletter, subscriber growth, and monetization features
Tiffany started a new newsletter, Peak Performers, and implemented multiple tools in Kit to help her business scale beyond organic social media growth for the first time.
I decided to double down and shift my strategy to really go all in on my newsletter with Kit.
These are the strategies and tools she uses in Kit that she says make the biggest impact on her income and subscriber growth.
1. Write high-value and personal email content
The first shift Tiffany made was to redesign her newsletter content to be less about sales and more about training.
Not only did her open rates increase to 53% and above when she made this shift, but she found she enjoyed writing emails again, covering topics like overcoming toxic workplaces, bosses that cripple confidence, and how to achieve a dream role.
Her content has helped people secure over $3 million in raises and counting, and much of it resonates because she’s usually writing from personal experience.
There is not one thing I teach or share in my newsletters on Kit that I have not lived myself.
And each newsletter is essentially like a free training.
Testimonial from one of Tiffany’s readers
Her paid programs go even deeper into the step-by-step processes, are customized to each client, and come with direct support from her and other experts. But she was still a little nervous about what her paid clients would think about her giving so much away for free in her newsletters.
I was so worried. But in reality, it had the complete reverse effect. My clients love my newsletter, reference it often, share it often, and deem it a perfect complement to the programs they’re a part of.
We also ask people when they join the newsletter what their number one area is that they need support on in their career. This has been invaluable market research that has allowed me to build out new lead magnets and automation funnels that also bring in new subscribers.
2. Create personalized funnels based on newsletter clicks and sell only to those who are interested
Tiffany says focusing on value in her newsletters increased the engagement (like links clicked) dramatically, providing her with even more data to further customize content.
I look closely at the link clicks in my newsletter and tie that into nurturing sequences.
For example, I will pull who clicked on my program page links or call booking links and have my team specifically follow up with them to bring them closer to conversion.
Or we’ll put them into a sequence for an upcoming event.
Now, instead of sending her sales-oriented content to everyone on her list, she customizes it and sends it to the people who have already indicated that they want to learn more about her paid offerings.
These different funnels and automations have allowed me to scale even further. We’ve seen an increase in call bookings to work with me and our highest monthly recurring revenue since launching it.
3. Join the SparkLoop Partner Program
One of Tiffany’s inspirations for moving toward a more newsletter-focused strategy was seeing what other creators were doing. This is how she noticed that other creators she admired were part of the SparkLoop Partner Program and running paid promotions for their newsletters through Paid Recommendations.
Tiffany loved that instead of paying for ads on social media platforms or search engines she could pay other creators to promote her newsletter to the right audiences.
It felt more personal and a way to support the creator ecosystem while also helping her reach her goals of growth at scale.
It was a pretty no-brainer decision to give it a real go.
She was blown away by the results from the new subscribers she received from the Partner Program, especially compared to the results she’d seen a few months prior when she had tried paid ads on social media for the first time.
When I look at my first ad metrics and the quality of people that were coming through social media versus the quality and engagement that I’ve been getting through the SparkLoop Partner Network it’s just a night and day difference. Both from the cost but also the result, quality, and engagement factor.
Tiffany says in just a few months she’s seen 50% growth in the number of subscribers she’s receiving from the SparkLoop Partner Network and a 30% increase in engagement.
She’s received over 8K subscribers so far and paid no more than $3 per subscriber. But the best part she says, is that one of those subscribers became a paying client and offset the entire investment she made in acquiring all of those new subscribers.
Getting that one client within the first month of joining SparkLoop Partner Network just paid itself back, which was incredible.
Since then she says they’ve seen over $9K in converted clients who originated from subscribers who came from the Sparkloop Partner Network.
I’m really excited to see where it continues to go, and I feel so much more confident investing my dollars there.
4. Set up Paid Recommendations
After receiving so many valuable subscribers from the SparkLoop Partner Network, Tiffany wanted to support other creators trying to do the same and set up Paid Recommendations for herself on Kit so she could recommend other creators looking to invest in scalable growth.
She’d already joined the Creator Network and set up Recommendations (and has received 1,036 new subscribers to date), so all she had to do was add Paid Recommendations slots to her Recommendations list and choose the creators she wanted to recommend from the SparkLoop Partner Network.
To decide who to recommend, she looked for creators she admired and also recommended creators outside of the career workplace mastery space.
If I can help my own audience get in touch with other creators who are going to help them in a certain facet of their life that’s not my area of expertise I’m really happy to do that because I imagine that others are doing that for me.
I love that Kit and SparkLoop really offered that option of referring and being referred and also getting paid.
Tiffany’s original intention for joining the Creator Network and recommending other creators was to simply pay it forward, but she’s also made over $1,500 so far with her Paid Recommendation slots, which she says has been another way to fund her own investment in new subscribers and create another income stream.
Result: A 7-figure business that grows and scales sustainably
After doubling down on all of these new strategies and continuing to offer her signature paid programs, Tiffany’s business hit seven figures by the end of 2023—four months after launching her newsletter.
We became a 7-figure business last year and I do believe my Peak Performers newsletter and community building played a key role in that.
She’s especially excited that this growth isn’t a mystery and doesn’t feel like a flash in the pan. Instead, she knows how it happened and how to keep it going.
She’s grateful for how far she’s come and that what she’s created now has stable ground so she can keep making the impact she wants to make in the lives of her clients and newsletter subscribers.
To think three years ago I was debating doing this business or not, and now to see how far things have evolved, both in serving thousands of clients from around the world but also having these pinch me moments [like being asked to be on the Forbes Coaches Council and becoming a LinkedIn Learning Instructor with over 600K people who’ve gone through her courses].
Partnering with a platform like Kit has just made things so easy for me along the way.
I’m really excited with what has happened just in these past few months alone by really leveraging different features that Kit has to offer. It makes me think, “What else is possible?”
If you found this case study helpful, please show Tiffany support by booking a free clarity call with her and her team or following her on LinkedIn. You can also subscribe to her Peak Perfomers newsletter here or learn more at tiffanyuman.com.
