For small businesses impacted by the coronavirus pandemic, actions taken by their state and local governments affected them as much (if not more) than aid and resources offered by the federal government. In a new survey, a majority of business owners said that their state or city’s response to the pandemic influenced how they’ll vote in the upcoming 2020 election.
While the federal government extended loans and grants to small businesses, decisions on how to restrict or alter business operations in the interest of public health during the pandemic have largely fallen to local governments.
In addition, some local governments have also offered financial lifelines of their own, such as grants and low-interest loans, in an effort to help small businesses stave off closure and bankruptcy.
Do small business owners feel that their local governments have done enough to help keep them afloat during this unprecedented time? And how will that impact their vote in the upcoming election?
Government-ordered shutdowns restricted operations for the majority of small businesses at some point this year.
In the interest of public safety and due to a lack of cohesive national response, many states and cities took drastic measures to curtail the spread of the novel coronavirus—including restricting or closing the majority of small businesses in their jurisdiction.
Most of our respondents were impacted by these orders:
Most businesses would have reopened sooner if not for those local government restrictions.
One of the biggest dilemmas of the pandemic has been how to balance public health and safety with economic concerns.
More than 50% of our respondents said that they would have reopened their business sooner than the local or state government would have liked—because, despite health concerns, that was the only way to stay afloat financially:
Another 22% believed the pandemic wasn’t a danger to their business or customers, but it’s unclear whether that perspective is based on their business model or their feelings about the pandemic itself.
Only 4% of business owners said they were able to both abide by local restrictions and stay solvent.
Three out of five business owners say their local government’s response has influenced how they’ll vote in the 2020 election.
Whether they’re frustrated with restrictions on their business, a lack of helpful financial aid, or other concerns related to the pandemic, a majority of our respondents said their state and/or city’s response to the pandemic impacted their 2020 vote:
More business owners say their government’s response has them leaning toward supporting a Democratic and/or challenger candidate this year.
We asked respondents how the pandemic response had impacted their vote—giving them the option of saying they’re leaning Democratic, Republican, third-party, incumbent, or challenger. They could select more than one option—such as a Democrat and incumbent, or Republican and challenger.
By slight margins, business owners that say their state’s or city’s response to the pandemic has influenced their 2020 vote say they’ll support Democratic candidates:
About 27% of respondents say they’re leaning Democratic in 2020 as a result of the pandemic, as opposed to 23% saying they’re leaning Republican.
In addition, 21% said they’ll support the challenger candidate “due to their proposals for dealing with the pandemic and/or the failures of the incumbent,” as opposed to just 8% who say they’ll vote for the incumbent.
Another 30% declined to share their political leanings.
The Bottom Line
Not surprisingly, the way local and state governments have responded to the coronavirus pandemic—sometimes, but not always, in ways that were necessary for public health—has not just affected the way businesses are operating at this point, but how their owners feel about those institutions. The 2020 election is a vital one, and for many, it’s a referendum on choosing the leaders they think will handle the pandemic and its fallout most effectively going forward.
This survey took in responses from 270 business owners from October 13 to October 28, 2020.
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Guess what? Global marketing is no longer reserved for brands with deep pockets, nor is it a huge hassle for already over-burdened marketing managers.
In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets.
What Is Good Global Marketing?
Global marketing is the act of focusing a product on the needs of potential buyers in other countries.
Like most types of marketing, though, a global marketing strategy comes down to one thing: audience. Knowing who needs your product, in what form to deliver it to them, and how to do it in a way that strengthens the brand are core ingredients of awesome global marketing.
Typically, a global marketing strategy requires a business to do new market research, identify countries where the business’s product might be successful, and then localize the brand to reflect the needs of those communities. However, localization is not always necessary. Some brands adopt a global standardization strategy instead.
In contrast to localization, where there’s a more differentiated marketing approach to each market, global standardization provides significant cost benefits as a result of less messaging and fewer campaigns.
However, the key is in knowing when a global standardization strategy will be effective. Because it banks on a universal appeal despite cultural or locational differences, you’ll need to research whether customers use or think about your products differently depending on their market. If there’s no difference between the usage and understanding from country to country, a global standardization approach is practical.
Choosing localization or global standardization is one aspect of creating a great global marketing strategy.
To give you an idea of what a great global marketing strategy looks like, we’ve compiled a list of brands that totally “get it.”
From adapting their social strategies to translate across multiple languages to adjusting their menus to appeal to the cravings of a diverse group of people, these brands are taking positive steps toward creating a solid presence across the globe.
So, if you’re looking for inspiration on how to craft a successful international marketing strategy and expand your business’ reach, check out these examples from these successful companies.
Global Marketing Strategies
- Red Bull
- Dunkin Donuts
- World Wildlife Foundation
- Pearse Trust
- Innocent Drinks
- Unger and Kowitt
1. Red Bull
Austrian company Red Bull does such a great job with global marketing that many Americans assume it’s a local brand. How?
One of its most successful tactics is to host extreme sports events all over the world. From the Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the United Kingdom to the Red Bull Soapbox Race in Jordan, the brand’s powerful event marketing strategy takes them here, there, and everywhere.
Aside from events, Red Bull’s packaging also plays a part in its global appeal.
“Red Bull really looks like a product from a global economy. It doesn’t look like a traditional American soft drink — it’s not in a 12-ounce can, it’s not sold in a bottle, and it doesn’t have script lettering like Pepsi or Coke. It looks European. That matters,” explains Harvard Business School professor Nancy F. Koehn in a 2001 article. Though it’s since diversified its product selection since that article was published, the fact remains that Red Bull’s consistent packaging has helped this brand go global.
Airbnb, a community marketplace for people to list and book accommodations around the world, was founded in 2008 out of San Francisco, California.
Since then, Airbnb has grown to 1,500,000+ listings in 34,000+ cities worldwide. A large contributor to the company’s explosive global success? Social media.
In January 2015, Airbnb launched a social media campaign around the hashtag #OneLessStranger. The company referred to the campaign as a “global, social experiment,” in which Airbnb asked the community to perform random acts of hospitality for strangers, and then take a video or photo with the person and share it using the hashtag.
Just three weeks after the launch of the campaign, over 3,000,000 people worldwide engaged, created content, or were talking about the campaign.
3. Dunkin Donuts
In case you missed it, National Donut Day was last June. And while we were getting our hands dirty with a Boston creme (or two) here in the states, Dunkin Donuts China was serving up a fresh batch of dry pork and seaweed donuts.
With over 3,200 stores in 36 countries outside of the U.S., Dunkin Donuts has evolved its menu to satisfy the sweet tooth of its global customers.
From Korea’s Grapefruit Coolata to Lebanon’s Mango Chocolate Donut to Russia’s Dunclairs, it’s clear that Dunkin Donuts isn’t afraid to celebrate cultural differences in an effort to strengthen its international presence.
Similar to Dunkin Donuts, Domino’s has prioritized menu innovation as a means of increasing international interest and awareness.
“The joy of pizza is that bread, sauce, and cheese works fundamentally everywhere, except maybe China, where dairy wasn’t a big part of their diet until lately,” explains Domino’s CEO J. Patrick Doyle.
“And it’s easy to just change toppings market to market. In Asia, it’s seafood and fish. It’s curry in India. But half the toppings are standard offerings around the world.”
By making a conscious effort to gain a better understanding of the preferences of the markets it’s trying to break into, Domino’s can deliver pies diverse enough to gain international attention.
Some companies may not be trying to attract global markets directly, but if their clients are, they better know how. Rezdy is an Australian-based reservation software designed to make online booking smoother for tourists and agents alike.
Though Rezdy’s clients are Australian-based, the company needs to cater to its clients’ international visitors. Click on the screenshot to check out this fun video on Rezdy’s homepage:
The first feature the video spotlights is “Internationalisation.” The video walks us through how easy the service is for users, but is sure to emphasize the language and currency customization tool upfront. Even if your company is marketing to other regional companies, consider their global customers as if they were your own.
6. World Wildlife Foundation
WWF took its Earth Hour initiative — a voluntary worldwide event where participants turn off their lights for an hour to show how easy it can be to battle climate change — and brought it to Norway’s mobile audience.
Scandinavian countries like Norway experience extreme daylight hours in different seasons, making the country a prime candidate for WWF’s Blackout campaign. Using digital agency Mobiento, the nonprofit placed the Blackout Banner across Norway’s top media sites to promote Earth Hour. With one tap of the banner, the screen went black. Finger swiping the black screen slowly revealed the Earth Hour countdown. The banner attracted roughly 1,000,000 impressions and the campaign received three MMA Global Mobile Marketing Awards back in 2012.
Have a cool idea? Don’t be afraid to try it out on one international market — just make sure it’s the appropriate audience. (Also, don’t be afraid of the dark.)
7. Pearse Trust
With offices in Dublin, London, Vancouver, Atlanta, and Wellington, Pearse Trust has grown to be an international authority on corporate and trust structures. But it takes more than offices all over the map to reach an international audience.
That’s why Pearse Trust keeps content flowing on its Facebook page that engages its various markets. In this screenshot below, you can see Pearse Trust posts lots of content featuring international affairs relating to the company’s practice.
It also levels out external articles with Pearse Trust content, featuring news from places like Germany, Ireland (where it has a Dublin office), and the U.K. (where it has a London office). This is a great example of focusing on common interests shared among your company’s various markets while also making the content relatable to customers by region.
Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationship with Manchester United.
Although sponsorship spending can be fairly unpredictable — demand costs tend to surge due to triggers like championships and tournaments — these partnerships have certainly helped the brand capture the attention of a global audience.
Nike’s NikeID co-creation platform serves as another strategy that the company is using to appeal to international markets.
By putting the power of design into the hands of the consumer, Nike is able to deliver customized products that align with different cultural preferences and styles.
We all know McDonald’s is a successful global brand, so unlike its menu, I’ll keep it light.
While keeping its overarching branding consistent, McDonald’s practices “glocal” marketing efforts. No, that’s not a typo. McDonald’s brings a local flavor, literally, to different countries with region-specific menu items. In 2003, McDonald’s introduced the McArabia, a flatbread sandwich, to its restaurants in the Middle East.
McDonald’s has also introduced macaroons to its French menu:
And added McSpaghetti to its menu in the Philippines:
This “glocal” approach has helped put McDonald’s at
#9 on Interbrand’s Best Global Brands 2014.
10. Innocent Drinks
Innocent Drinks is the leading smoothie company in the U.K., but that’s not the only place you’ll find its products. In fact, Innocent products are now available in 15 countries across Europe.
And despite its widespread reach, the company’s “chatty branding” remains consistent across the board. For instance, the website is very bubbly, with contact information that reads “call the banana phone” or “visit the fruit towers.”
While global expansion and rapid growth can sometimes distract a company from consistent branding, Innocent Drinks has managed to remain true to itself. By ensuring that the brand’s voice is interpreted the same way around the world, Innocent is able to create a more recognizable brand.
11. Unger and Kowitt
The phrase “glocal” can be defined as “Think Globally, Act Locally.” But what happens when you switch the two around.
Whoa, fasten your seat belts — literally. Unger and Kowitt is a traffic ticket law firm based in Fort Lauderdale defending drivers in the state of Florida. Not very global, right? Well, Unger and Kowitt understands that America is a melting pot and that Florida is bursting at the seams with different cultures and languages.
Though a domestic service, the firm’s website is available in English, Spanish, Portuguese, and Creole. With these options, Unger and Kowitt can cater to Florida’s nearly 3.5 million Floridians who speak Spanish, Portuguese, or Creole. Don’t miss out on expanding your client base — sometimes you don’t have to look far to attract international business.
Coca-Cola is a great example of a brand using international marketing efforts. Though a large corporation, Coca-Cola focuses on small community programs and invests a lot of time and money in small-scale charity efforts.
For example, in Egypt, Coca-Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors Ramadan meals for children across the Middle East. In India, the brand sponsors the Support My School initiative to improve facilities at local schools. Not to mention, the brand sticks with selling an emotion that can’t get lost in translation: happiness. Now, tell me this doesn’t look like fun:
As of 2018, Spotify was newly considered one of the best global companies in the world, according to Interbrand. We’ve all heard of Spotify (no pun intended), but how did it suddenly, and so quickly, expand from Sweden into other countries?
Spotify’s business model is focused on helping you find something new.
It’s one thing to select a genre of music to listen to — it’s another thing to select a “mood” to listen to. The screenshot above is part of Spotify’s “Browse” page, where you can listen not just to “country” and “hip-hop,” but also music that caters to your “workout” or “sleep” preferences.
By changing how they describe their content, Spotify gets users to listen to music that goes beyond their favorite genres, and instead satisfies habits and lifestyles that people share all over the world. This allows international artists to access listeners from other countries simply because their product is being categorized a different way.
Spotify now has offices in 17 countries around the world.
If you have global aspirations for your business, you need to find out what customers in different communities have in common — and how to localize your product for these different markets. Your first step? Take inspiration from one of the businesses above.
Editor’s note: This post was originally published in January 2019 and has been updated for comprehensiveness.
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WordPress 5.5.2 was released on October 29, 200. The release included several bug and security fixes. The 5.5.2 release also included a bug that is being fixed.
WP 5.5.2 Beta Enrollment Bug
Unfortunately, it seems that websites were enrolled in the WordPress beta program after updating to WordPress 5.5.2. If you had previously enabled WordPress automatic-updates, your site would have updated to the development version 5.5.3-alpha-49449.
You can view the issue on the WordPress.org bug ticker #51679. A WordPress Core Committer commented on the ticket, saying that they have
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Hey Divi Nation! Thanks for joining us for the next installment of our weekly Divi Design Initiative where each week, we give away brand new freebies. Today, we’re sharing a global presets style guide for Divi’s Financial Advisor Layout Pack. Divi’s global presets help you speed up your web design process in no time, and to help you speed it up even faster, we’ll be regularly providing global presets, that are unique to the layout pack, in one single layout. You can choose if you want to upload all global presets at once or select specific ones.
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Business lending is pretty straightforward for most companies: Apply for a loan and get a decision. Nonprofit business loans, however, have more moving parts. As you’re looking for business loans for nonprofits, learning where to apply for financing and what criteria lenders use to approve applications is essential.
After all, nonprofits will use these funds to build infrastructure, pay employees, market their cause, and more. We’ll walk through the nuances of applying for a business loan as a nonprofit organization, as well as your available sources of funding.
Why Are Nonprofit Business Loans Hard to Obtain?
Business loans for a nonprofit organization or charity tend to be tougher to obtain than loans for other types of for-profit businesses. Here’s an overview as to why you might find the process slightly more challenging.
As you might expect, lenders have strong business loan requirements. They typically seek candidates with strong revenue and cash flow, which makes them more likely to pay off their business loans. And that’s what they’re in business for—making sure candidates pay off their loans with interest, which is where these companies generate profit.
As a nonprofit organization, one of the key elements of your charity is that you invest all of your profits back into the organization. You might even be operating at a loss, which many nonprofit corporations do.
Risky Investment for Lenders
To lenders, nonprofits are “risky” candidates for business loans. What’s behind this designation?
Well, without the profits and consistent revenue to assuredly pay back their loans, nonprofits are seen as more likely to default on their loans. That’s especially true with nonprofit organizations that are operating at a loss. Since the lender loses money, nonprofits are risky investments.
On the flip side, for-profit businesses have revenue streams that lead to profit. They don’t always get approved for business loans, but for-profits with strong revenue and cash flow pose a lower risk in a lender’s eyes.
This doesn’t necessarily mean that you can’t get capital from traditional sources—it just often translates into higher interest rates on any loans you secure for your nonprofit organization.
Collateral Is Likely Necessary
As a nonprofit or charity, the lender will likely request collateral to secure the loan (assets they’ll seize to recoup their money if you can’t pay back the loan). This could be in the form of physical assets or cash reserves. Make sure you think about this since the seizure of collateral could put your nonprofit at risk.
Top Funding Options for Nonprofits and Charities
Don’t worry: Funding options for nonprofits aren’t all doom and gloom. There are plenty of options to explore and different avenues to obtain capital. Here are some business loan options to consider and some alternatives, including grants and government capital.
1. SBA Loans and Grants
What it is: Financing solutions for nonprofits backed by the U.S. Small Business Administration.
Guaranteed by the SBA and offered by traditional lenders such as banks, SBA loans may be an option for nonprofit candidates. The SBA also issues grants to nonprofits dedicated to helping underprivileged individuals or communities through their Program for Investment in Micro-Entrepreneurs (PRIME). Last year, 100 organizations in 44 states received a total of $8 million in funding—so the resources are out there. Keep in mind that looking into SBA resources and funding might take a bit of time, but don’t hesitate to reach out to them for more information.
Getting Started: Review this list of SBA resources for nonprofit organizations to identify available government financing programs. You can also use grants.gov, an online database that helps nonprofits connect with government grant opportunities.
2. Nonprofit Loan Funds
What it is: Obtain nonprofit financing from lenders that work exclusively with nonprofits and charities.
There are a few organizations that offer loans exclusively to nonprofits and charities. Oftentimes, these are nonprofits themselves, whose mission is to better their communities. Although these nonprofit loan funds are not plentiful, those who offer nonprofit funding often provide preferable terms—or even zero-interest loans.
Getting Started: Consider starting with the Nonprofit Finance Fund and Propel Nonprofits to get some information on organizations like these, and to figure out if they might be the right fit for your nonprofit business loan needs.
3. Nonprofit Grants
What it is: Free funding available to nonprofits that meet certain criteria, obtained from grantmaking agencies.
You might already be aware, but grants are a significant source of free funding for nonprofit organizations. Many charities run almost exclusively on donations and grants—and many hours are spent in development to raise these funds. The best part about grant awards, of course, is that they’re not loans at all: You don’t have to pay back these funds.
In your search for nonprofit funding options, don’t forget to apply to an array of grants. Make certain that you explore several different sources of grant funding—federal, state, and corporate.
It’s worth noting that applying for grants is a time-consuming process, so consider creating a tiered system for the grants to which you want to apply. For instance, pick a few that you think you’re most likely to win and spend your time working on those applications. Then, when those priority grant applications are in, get to the second tier when you and your team have time to work on applications. You shouldn’t be spending so much time on applications that your day-to-day operations suffer as a result.
Getting Started: Visit various nonprofit grant agencies, like the 3M Foundation and The Carnegie Foundation, and research their requirements to see if you qualify.
4. Community Development Financial Institutions (CDFIs)
What it is: Financing generally in lower amounts from lenders that specialize in financially assisting nonprofits and charities.
In a similar vein, CDFIs are lenders that specialize in offering financial assistance to nonprofit businesses. This includes loans for charities and other nonprofit organizations. Note that loan amounts may be small—though, on occasion, some do offer higher capital amounts—and interest rates might be high. Still, if you’re having trouble finding a loan for your nonprofit, researching CDFIs could be a viable option.
CDFIs are generally nonprofits themselves, or some might be financial institutions, including banks or credit unions. Be sure to look locally for CDFIs, since they often operate within local or state jurisdiction.
Getting Started: To kickstart your research, check out our Connect2Capital review. Conenct2Capital is a platform that connects small business owners with a network of nonprofit CDFI lenders that want to support organizations with a worthy vision and cause.
5. Banks and Credit Unions
What it is: Traditional business loan options obtained from banks.
Speaking of banks and credit unions, you can look into applying for a “traditional” business loan, such as a business term loan or business line of credit, through these types of lenders. Please note that bank loans are challenging to secure for nonprofits. In general, candidates must present a strong financial profile, since bank loans only go to the most qualified candidates.
If you have a very strong credit history and your nonprofit is generating revenue, it’s worth applying for a loan through your bank. You will want to look for language in their materials that says that the bank or credit union lends to nonprofits. (You might have more luck with credit unions than large banks, which are often set up to serve a community or group specifically, and might be more friendly to nonprofits as a result.) Also, expect higher than normal interest rates—remember, it depends on how they evaluate your risk.
You’ll need to apply extensive documentation when applying—financial statements, revenue history, incorporation documentation, development plans, and more. It’s better to over-prepare than under-prepare since having the right paperwork on hand will speed up your loan approval process.
Getting Started: As we’ve mentioned, securing a loan for a nonprofit is challenging. To kickstart your research, the following guides break down the process and available options:
6. Corporate Giving Programs
What it is: Collecting contributions, either monetary donations or physical gifts or time spent volunteering, from local businesses and large corporations.
While corporate giving programs may not secure the bulk of capital that a grant or loan might, every amount helps. If you’re a nonprofit with a worthy cause, you can appeal to local small businesses and corporations who want to give back to their community.
Contributions in corporate giving programs can vary:
- Cash donations
- Physical gifts (e.g., free tickets if the small business is an entertainment venue)
- Sponsorships for fundraising events
If you take the time, you might be surprised to see how many local businesses are willing to support your nonprofit. In fact, socially responsible companies, like The Walt Disney Company, partner with organizations like The Make a Wish Foundation to create positive change in the world.
Getting Started: View the websites of local businesses and big corporations to see if they offer any charity or nonprofit organizations. Also, consider calling local businesses and pitch your nonprofit cause to their marketing or PR team.
7. Business Credit Card
What it is: Draw against a line of credit that will be repaid over time—ideal for daily and fixed expenses.
You might not think of a business credit card as a loan, but it can be. After all, you’re drawing against a credit line that you need to pay back later. With some research, you can find business credit cards with low interest rates, which is beneficial if you cannot pay your bills on time.
There is also the option of applying for a 0% introductory APR business credit card. These cards are different than other business credit cards because they offer a fixed period during which you won’t have to pay interest on the balance you carry. These fixed periods are relatively long, often up to a year, which will enable you to generate the revenue to pay off the balance and create a payment plan to do so.
It’s worth noting that paying off your 0% intro APR credit card by the end of the introductory period is crucial for minding your organization’s money. After the introductory period ends, a variable interest rate will set in based on your creditworthiness and the market Prime Rate.
Even with this in mind, many nonprofits and for-profits alike rely on business credit cards to help them build and grow their businesses.
Getting Started: Choose from our list of the best credit cards for nonprofit organizations. We share the best options with perks that include cashback, sign up bonuses, low APRs, and more.
8. Crowdfunding Sites
What it is: Fundraise small amounts of capital from numerous people using crowdfunding sites, like GoFundMe.
Crowdfunding has now an increasingly popular way for nonprofits to raise capital. Instead of securing a large lump sum from a loan or grant, crowdfunding focuses on collecting small donations from a large number of people.
There are many crowdfunding sites—Kickstarter, Indiegogo, GoFundMe—which do you choose? Typically, GoFundMe resonates with many nonprofits and is ideal at fundraising for worthwhile causes. Many nonprofits and individuals have created GoFundMe campaigns to raise relief funds for natural disasters, fund diversity programs for schools, and even pay for pets’ medical procedures.
If you’re willing to devote resources to marketing your campaign, crowdfunding can be a viable funding source for your nonprofit.
Getting Started: Check out our GoFundMe guide to learn how to start a campaign and start raising funds for your nonprofit organization.
The Bottom Line
We won’t sugarcoat it: Finding nonprofit business loans isn’t the easiest process. Because of your unique circumstances surrounding the way you are required to reinvest your profits back into your organization, and your potentially low revenue or tight cash flow, you might be ruled out as a candidate for many business loans.
However, that doesn’t mean you’re without options. It’s important to do the legwork to look into grants, funds from other nonprofits and community development organizations, corporate giving programs, and more. While it may be more time-consuming than a for-profit business’s loan search, it will be worth it to get the funding that your nonprofit is looking for.
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With a pandemic currently disrupting in-person learning and conference events, digital learning has taken a center stage. And with over 455 million websites using WordPress, many educators are looking to leverage their existing WordPress sites for digital learning. Luckily, there are quite a few helpful WordPress plugins for selling digital courses to help those educators out.
From former school teachers to local mom and pop business owners, it seems like everyone is getting in on the digital course train these days. And, why shouldn’t they? According to Statista, projections show the e-learning market worldwide is forecast to surpass 243 billion U.S. dollars by 2022.
Digital courses are a brilliant way to monetize your knowledge online.
In fact, as luck would have it, while researching to write this very post, an email popped into my inbox titled “12 Reasons You Need to Create a Digital Course.”
The email was from the exceptionally talented crafts and DIY blogger Jennifer Maker. Having sold more than a million dollars worth of digital courses herself, she shared that some of the top reasons you need a digital course are that they:
Establish you as an authority in your niche. Can help you grow
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