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2018 Goals + Why I Rebranded

2018 goals + why I rebranded from wonderfelle to my name.

If you’ve followed me for awhile, you might have noticed a few changes recently…

I rebranded!

In case you didn’t know, my name is Elle Drouin (you might know me as “Elle from wonderfelle”) and while I’ve owned this domain for years, I have sort of been “hiding” behind the wonderfelle brand.

For 2018, my word is VISIBILITY.

I feel like I’ve done a “good” job at growing my business, but honestly, most of my marketing has been pretty passive – I’m much more comfortable behind my computer screen or behind a camera, but I think that more personal connection, more active marketing, and more VISIBILITY overall can only lead to being able to help more people through my business (and also more revenue).

“wonderfelle world” was actually the name of my (unrelated) blog many years ago, so when I started my business I just kept the first part of the name and turned it into wonderfelle MEDIA. As my business has evolved, I felt like there are a few different entities (and a few different websites) but none of them were really “me” – I originally thought my business could evolve into more of an agency model so naming it after something other than myself made sense, but after launching the Styled Stock Society and growing the Mochi and the City brands, I felt like my personal brand was sort of lost in the mix…

Since this is my main website, I decided to rebrand to make it a better representation of well, me!

Regardless of how my business shifts in the future, I think that this change makes the most sense for me moving forward. Whether I’m styling / photographing / consulting or doing something totally different down the line, my name isn’t going to change!

So here’s a quick rundown of updates / where you can find me online / what to expect in the future – 

Elle Drouin

This will be my main website and where you can find more information about how we can work together. I’ll continue to share business / marketing tips on my blog as well as more behind the scenes lessons from my own businesses.

Any old links should be redirecting to the new site, but if you come across any links that aren’t working, let us know and we’ll make sure they are updated!

You can get in touch with me directly via elle(at) + follow along on Instagram, Pinterest, Twitter, and Facebook (note that my handles are all now @elledrouin instead of @wonderfelle)!

Styled Stock Society

The Styled Stock Society has become more of it’s own sub-brand with a separate website and a (new!) separate Instagram where I’ll be sharing more sneak peeks at Styled Stock Society collections as well as behind the scenes from our shoots. Next month we’ll also be launching the Styled Stock Society blog where we’ll be sharing branding and photography tips so stay tuned for that!

For customer support or questions about the Styled Stock Society – please email support(at) and a team member will be in touch.

Mochi and the City 

And last but not least, I have big plans for growing Mochi’s brand in 2018 – if you’re not already familiar, Mochi is my 3 year old maltipoo pup and she’s kinda famous on Instagram. Next month we’re working on rebranding HER website, launching the Mochi and the City guide to NYC, and our first physical products!

If you’re interested in collaborating with Mochi, feel free to reach out to us at mochiandthecity(at) (if you think it’s weird that she has her own email, you’d probably be surprised to know she also has her own phone too)!

2018 goals

I have a mix of professional and personal goals because, to be honest, they are often intertwined for me! I’ve built my business intentionally to enjoy certain freedoms (like being able to work wherever/whenever), but that also means planning work around life and vice versa (like planning trips around brand collaborations). These are a few of my “bigger” goals for the year that will guide what I focus on and how I manage my time, but I tend to break things down quarter by quarter to actually get things done!

1) As a mentioned before, my word of the year is visibility – so to quantify the ways in which I aim to be more visible, my visibility goals are 12 podcast interviews, 6 speaking engagements, and literally being visible (showing my face) on Instagram stories 100 times this year. Just typing that out makes me uncomfortable, but I’m pretty sure pushing myself out of my comfort zone is a good thing!

2) I have an income goal in mind, but rather than sharing that, I think it’s more important to focus on the things that I’m doing to actually achieve that goal. One of the things that has had the biggest impact on growing my income is growing my email list, so my goal for 2018 is 40,000 email subscribers. I still have some planning to do in terms of mapping out where all these new subscribers are coming from, but I am confident that if I put in the effort, this is a reasonable goal for the year!

3) This year I also want to commit to only working 3 weeks per month. Last fall I started working fewer days and intentionally taking a week or so “off” to travel each month, and I’ve really loved having that time away from work. For me, this makes more sense than taking Fridays off or taking a longer vacation a few times a year, but I am not always great about “not working” while I’m traveling, so I do want to make sure that I’m scheduling in non-working days too. I find that when I have some time for myself, I’m more inspired and more motivated on the days that I do work, so I guess focusing more on self-care is tied into this goal as well!

4) On a related note, this year I want to take at least 8 trips + 4 staycations. I’m not differentiating between work / personal trips because they are usually a mix of both, but I really want to take advantage of having the flexibility to work from wherever as well as do more travel partnerships with Mochi.

5) Last but not least, I ‘d want to a collaborate with other businesses at least once a quarter. When I say collaborate, I’m thinking larger scale collaborations like custom Styled Stock Society collections or joint venture partnerships that are more than just doing a webinar or an Instagram story takeover. I actually just added this to my list of goals so I have no specific ideas in mind yet – so if you’re reading this and want to collab, get in touch!

I’d love to hear your goals for the year as well – let me know in the comments!

How to Maximize Your Holiday Sale Revenue

Tips on how to maximize the revenue from your holiday sales - from promotion to affiliates to leveraging FOMO, make the most out of your holiday promotions with these strategies!

It’s the most wonderful SALE time of the year.

You might have planned a black friday / cyber monday / pre-holiday / post-holiday sale in hopes of giving your customers a treat – and let’s be real – also in hopes of ending the year with more money in the bank!

But sometimes sales don’t go as well as you’d hoped. You put the offer out into the world thinking people are DEFINITELY going to take advantage of it… and then crickets. Or maybe you get a couple more orders than normal, but it’s not the outcome you had hoped for.

Some people might tell you to not run sales / not discount whatever you are selling….

I am not one of those people.

I think sales or special promotions can be a great way to boost your revenue / get rid of excess inventory / incentivize your customers to take action… but there’s more to a sale than creating a discount code and sending an email or posting about it on social media.

In the past I’ve run Black Friday / Cyber Monday sales on physical products, digital products, and online courses and November / December are usually my highest earning income months of the year! This year was was a bit exceptional in that I had my biggest revenue driving sale ever… I earned what would be equal to about 2 months of my “normal” recurring income in just 1 weekend – without launching anything new! 

Ok #RealTalk – the week before Thanksgiving I ended up getting super sick and having about 5 million tech issues. I didn’t do as much as I wanted to do to prep for my sales, and I definitely ended up working on Thanksgiving Day for a few hours… but overall I’m happy with the way things went. In 4 days, I ended up earning almost 3x more than my original sales goal, so I’ve done some reflecting on what I did right / what I could have done better because you best believe I’m going to set even higher goals for the next holiday sale season!

Tips to maximize your holiday sale revenue (and what not to do)! 

1) Know your customers 

For a sale to be effective, you have to know what your customers want – is it a % off discount, free shipping, a value-based offer like a bundle or bonus, etc? Don’t just assume that the offer you want to make is the one that people want… if you’ve run sales or promotions in the past, make sure you’re keeping track of which ones were more successful than others. If you’re not sure what your customers want, ask them. Run customer surveys or Instagram polls or straight up just ASK people would they would prefer. Just because a particular sale worked well for another business doesn’t mean it will work for you!

On that note, I’m also going to say that while doing what has worked before is generally a good idea… sometimes trying something new is even better. This year I wanted to do a promotion with a $199 price point, but I knew my audience is more likely to buy something when the price point is under $100 – so I tried 2 different sales. Ultimately the $199 sale resulted in more revenue (even though the total number of sales was lower) because the price point was significantly higher! BUT I also knew that a lot of my customers didn’t like paying recurring fees so offering a 1 time payment for a lifetime membership was something that appealed to them!

2) Build up excitement

Similar to how brands build excitement before a big launch, you can built anticipation around your sales. Letting your audience know ahead of time that there will be a sale can help them plan ahead from both a time and budget perspective, and it also gives them time to think about what they want to buy. You can share the specific details of your sale or keep them a mystery, but either way, letting your customers know that something is coming helps them to be better prepared!

For my cyber weekend sales, I started “teasing” my audience about 7-10 days ahead of time to let them know that I would be running special promotions for black friday / cyber monday. This can also help to reduce the number of people who make purchases right before a sale period and then ask for price adjustments (whether you allow price adjustments or not, those customer service hours are precious during a sale, so do what you can to reduce them)!

3) Arm your affiliates

If you have affiliates or brand ambassadors (or even just business besties who love to share the word), it’s also a good idea to let them know ahead of time if you are running a sale so that they have time to plan for any promotion they want to do. I emailed my affiliates about a week before my cyber weekend sales letting them know the sale details as well as providing graphics that they could use to make their lives easier. I also sent a reminder the day before Thanksgiving knowing that it was a busy week for a lot of people, and honestly, I would have sent another reminder after the sales had gone live… but I totally forgot!

4) Schedule social posts in advance

Assuming you’re sharing about your sale on social media, try to schedule as many of your posts in advance as you can. While a sale is happening you’re probably getting more orders / questions / etc. than usual, and if you’re also trying to enjoy some of holidays yourself, it can be very overwhelming! Instead of trying to remember to post on Instagram between servings of turkey and pie, take some time to create and schedule your social posts in advance so that you aren’t scrambling during the sale (or forgetting to share completely)!

Remember those graphics I created for my affiliates to use to promote the sale? Well I used them for myself too! This saved a ton of time and also just made it easier for all of my sales visuals to look cohesive no matter who was sharing them!

5) Optimize your website for conversions

Not everyone is going to come to your website because they saw a sale promo on social media or clicked through an email where you shared in the sale info. To maximize conversions during your sale, make sure your website is optimized so that new visitors know of any promotions going on. That might mean adding a “sticky” bar at the top of every page (I use Sumo for this), updating your website graphics, or adding promo code details near any “buy now” buttons.

6) Make it easy for customers to ask questions

If you find that a lot of people are coming to your sales pages but not buying, it might be because they have unanswered questions and aren’t ready to make a purchase. Make it easy for customers to get their questions answered by either directing them to a contact form or FAQ page or using a support chat tool like Drift or Pure Chat to easily answer customer questions when they’re on your sales page.

Halfway through my cyber weekend sale weekend, I added a chat option using Drift (for free!) and had a few potential customers who were on the fence get their questions answered in real time!

7) Send more emails than you’re comfortable with

If you’re using email marketing during a busy sale season like black friday / cyber monday / any major sales holiday, you have to remember that everyone’s inboxes are overflowing with emails. People see your emails and don’t open them because they are busy / they get distracted / they forget / etc. so if you’re just sending a single email to tell people about your sale… you’re missing out on potential sales from the majority of your audience! You may feel like it’s annoying to send multiple emails, but the truth is that most people are not seeing every single email – and the people that get annoyed and unsubscribe were probably never going to buy from you anyway!

During my 4 day sale period I sent 6 emails and 2 of those emails I actually re-sent to anyone who hadn’t opened them within 12 hours… so that’s basically 2 emails a day over a 4 day period. Yes, that seems like a lot. Yes, it sort of made me uncomfortable. Yes, I had a bunch of people unsubscribe (less than 1% of subscribers overall). But most importantly, every single time I sent an email, I got a new influx of sales. 

8) Remember FOMO is real

Fact: people don’t like missing out on a deal. Every time I run a sale, I get emails after the promotion ends from people who missed out who BEG to get the discount. Using countdown timers like Motion Mail can help customers visualize how much (or how little) time they have left – there’s a reason a lot of brands use countdown timers – they work! FOMO is real and you are not “taking advantage of” your customers by reminding them that your offer expires.. so they need to act NOW!

So those are my 8 tips for maximizing holiday sale revenue – what other tips do you have for increasing conversions during a sale?!

3 Things I Did to Grow My Business This Year

3 things I did to increase my revenue this year - how I streamlined my biz and focused on a few small changes that doubled my recurring revenue.

In my last post I shared 3 things I quit doing to grow my business this year, but if you skimmed that post you might have thought – ok, so she quit a bunch of things, but how did that ACTUALLY grow her business?! Just “quitting” some things didn’t just magically increase my revenue – but it was quitting these things that gave me the time and motivation to focus on other things in my business that directly led to more $$$ in the bank, so here are a few things I changed up this year that have allowed me to double my recurring revenue in just a few months!

1) I started to focus on one thing

This one is really two different things (not to be confusing or anything)…

First of all, I started theming my weeks to focus on one aspect of my business at a time. Instead of working on #AllTheThings (content creation, editing, marketing, admin, accounting, planning etc.) every single week, I broke my months down so that I essentially focus on 1-2 things for an entire week. For example, the first week in the month is typically content creation week so I shoot / edit / upload all of the images for the Styled Stock Society and my clients in that week. Then I have a week where I focus on marketing and sales funnels – so this is when I will write and schedule emails, blog posts, social media content, etc. A third week each month is what I call my “flex” week where I work on business planning, website updates, and generally take time to do things like go to the dentist or schedule coffee dates with friends I haven’t seen in a while. Last but not least, I have a “free” week where I’m essentially giving myself permission to be free to do whatever I want (usually not related to my business). In the past couple of months I’ve been using this week to travel with Mochi (we went to Puerto Rico then Aruba) and it will be nice to have this time “blocked off” for relaxing and enjoying the holidays over the next couple months.

If you had told me a year ago (when I was constantly burnt out / exhausted) that I would be working less and making more money this year – I would have said sign me up for that ASAP!

The second part of this focus on one thing bit is that I’ve actually only focused on selling one thing – my Styled Stock Society membership. Whereas last year I was consulting, creating online courses, working with clients, running a stock subscription, creating affiliate income opportunities, and playing social media director for my Instagram-famous dog…  this year I’ve seriously streamlined my income streams and put the majority of my effort on just one thing: the Styled Stock Society. I’ve always been of the “don’t put all your eggs in one basket” mindset (and in reality I still have multiple income streams), but when I started focusing on marketing just ONE thing, my membership grew by over 100% in just a couple of months!

Quick tip: If you’re thinking about streamlining your business, I highly recommend focusing on one BIG thing at a time. Even if you have multiple products / services, you can pick one each quarter to focus on and you will probably see better results than if you are trying to market and sell everything at the same time!

2) I added a tripwire

I literally had “add a tripwire to my main sales funnel” on my to-do list for over 6 months before I finally used Bluchic’s Landing Page Templates to set one up.

Here’s the thing. I consistently have people signing up to download my free stock photos who are then added to an automated email sequence introducing them to the Styled Stock Society membership.

I wanted to add in a step – to offer the people who downloaded my free stock photos a limited-time offer to download a discounted bundle of stock photos in order to monetize my existing traffic as well as well give potential members an affordable “sample” of my images.. plus people who buy from you are more likely to buy from you again!

Bluchic’s Landing Page Templates made it so simple to set up my tripwire in less than an hour (you can read more about my experience here) and since setting up my tripwire, I’ve been able to convert more of my website visitors into paying customers! Whereas before, people were only downloading my free photos, I now have an average of 4-5 sales of my $13 tripwire every day – which adds a nice chunk of change to my revenue all on autopilot!

Quick tip: If you’re not ready or interested in investing in landing page software like LeadPages / Clickfunnels / etc. I definitely recommend Bluchic’s landing page templates for anyone using WordPress!

3) I created an evergreen email sequence

Aside from focusing on marketing / selling one thing and adding a tripwire into my sales funnel, the other thing that has made a significant difference in growing my business this year is creating an evergreen email sequence. I used to just have an automated mini series of 3 emails that went out to new subscribers to introduce them to the Styled Stock Society. I was also sending one-off emails to my list with tips for using stock photos or when I added new collections / ran special promotions, but I realized that a lot of my newer subscribers were missing out on older emails that might have tipped them in the direction of becoming a SSS member.

So instead of trying to send regular weekly emails to my list, I started adding relevant emails to my automated email sequence to create a more intentional evergreen sales funnel. Sometimes people need 5 or 7 or 11 touch points before they know/ like / trust me enough to buy from me, so automating those touch points has not only made my sales process easier but has also led to more consistent membership signups!

Quick tip: If you’re looking to up-level your email marketing game, ConvertKit makes it really simple to set up automated email sequences. Head over to this post to learn more about ConvertKit automation rules that have saved me a ton of time! 

What have you changed up in your business to grow this year?

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