If you’re reading this (meaning you have access to a computer or mobile device), then you’ve probably put together a PowerPoint presentation at least once in your life. From the classroom to the boardroom, PowerPoint is the tool when it comes to communicating ideas and disseminating information in the digital era. Today, the ability to create impactful PowerPoint presentations is a crucial and much coveted skill — and Luis Urrutia (@lourrutia.ppt) is here to help you master it.
The professional PowerPoint designer and creator has not only nailed the art of the perfect PowerPoint, but he’s also dedicated his career to sharing his expertise with others, with the aim of empowering students, teachers, and professionals alike. Boasting 2.8M followers, Luis’ TikTok account provides his audience with all the tips and tricks they need to create and deliver powerful PowerPoint presentations. Over on YouTube, he harnesses the platform’s long-form video format to deliver in-depth tutorials for those looking for a little extra support.
Beyond content, Luis offers his audience a range of digital products, including free PowerPoint templates (which he uses as lead magnets), paid premium templates, as well as custom-designed templates at a higher price point.
Here, we sat down with Luis to dig into how he grew his email list, how he harnesses the power of the value ladder, and why he thinks YouTube is one of the best ways to promote his digital products.
How did you get started as a content creator and what drew you to PowerPoint as your niche?
I’m a professional presentation designer and I’ve been creating corporate PowerPoint presentations for a wide range of clients for several years now.
In July 2022, I started thinking about how great it would have been if someone had taught me all the cool ways to use PowerPoint back when I was in school. (My presentations would have been so much less boring. And I likely would have received better grades, to be honest!) This is why I started creating short videos on TikTok teaching students how to improve their presentations and discover some of the less-known features of PowerPoint.
After identifying your niche, the next step is to actually reach your niche’s audience. How did you reach your target audience through social media?
They say that whatever you post will eventually find its niche and that’s 100% true. As I began posting and using the right hashtags, my content eventually reached an audience interested in improving their presentations. It initially attracted students, but I soon realized that many teachers and professionals were also following my content.
Despite having a broad age range and diverse interests, my audience all share a common goal: improving their presentations, regardless of setting.
Monetization is a significant factor for creators. Tell us about your monetization strategy, especially your decision to offer digital products.
As my content went viral, I received thousands of requests to share the files showcased in my TikTok tutorials. However, for those example presentations, I typically design only one or two slides, and I didn’t see much value in selling them as is. That’s when I decided to offer them for free on my website in exchange for my followers’ emails.
At the same time, I created a series of premium templates, which are extended versions of my most popular designs. These premium templates come with placeholders and pre-set animations, and are ready to be edited with the user’s personal content.
You’ve grown your email list by providing free resources to your audience. What’s your approach to creating valuable free content that engages your audience and encourages them to subscribe to your newsletter?
Consistently generating new ideas and videos every week is crucial to keeping my audience engaged. My viewers recognize the value of subscribing to my newsletter because it’s the pathway to accessing the templates showcased in my videos.
Your digital products span a range of price points. Can you tell us about your pricing strategy?
I had to do some market research to define a price point for each template. But the price points are also based on my values and experience as a presentation designer and content creator.
I receive a lot of requests to create custom presentation templates, but these can cost thousands of dollars, making them less accessible to most people. I figured that these pre-made templates could be an affordable alternative to my custom templates.
Based on the value ladder concept, can you walk us through your digital product offering, from your free resources to your higher-priced items?
It begins my lead magnet, which is the value I offer through my short videos on social media. This encourages viewers to visit my website, download the free slides, and subscribe to my email list.
Subsequently, as most people download the freebies and find value in my tutorials, they will naturally explore my premium templates, which I also push through my newsletter.
Your YouTube channel is a significant part of your content strategy. How do you leverage social media, particularly YouTube, to promote your digital products?
Social media plays a significant role in my business as it drives visitors to my website. YouTube, in particular, has been incredibly helpful because it allows me to include direct links to my products in my videos descriptions, which is a feature that’s not available on other platforms.
Social media algorithms are always evolving. Have you identified any specific strategies on platforms like YouTube that have helped you keep your audience engaged?
Social media is very unpredictable and I’m always exploring different ways of creating content, and testing out what is most engaging for a big range of people during any particular week or month.
I also take my audience’s feedback into account when I’m creating new content. Reading through their comments to discover what they want to see next and identifying common interests among them have helped me create content that resonates with them.
Collaboration and community can play a vital role in a creator’s journey. Have you explored collaborations or community initiatives to enhance your reach and impact in the PowerPoint niche?
I’ve worked with other talented PowerPoint creators in collaborations and challenge videos on YouTube and Instagram. Not only does this collaboration help us all reach more people, but it’s also a cool new way to engage with our audience.
Lastly, what advice would you give aspiring creators looking to build a value ladder and sell their digital products?
I would say that quality and value are priorities at every step of the value ladder. Whether it’s a social media video or a paid digital product, the user needs to receive something incredibly valuable in return each time.
Additionally, listening to your audience is key to gaining insights that help you create the content and products that will resonate with them.
This interview has been edited for clarity and length.
Photo: Courtesy of Luis Urrutia
Follow The Leap on TikTok, Instagram, and YouTube for more creator stories. We also make a newsletter.
Further reading
- What Is a Creator Educator? (And How To Become One)
- Beyond Influencing: Why Creator Educators Are Making Bank
- How TikTok Became an Unlikely Tool for Teaching and Learning
- 8 of the Top-Earning Creator Educators
- 13 Best Examples of Digital Products Created on The Leap
- How To Build an Email List in 6 Easy Steps (+Free Mini-Course)
