How Brigit Esselmont built a 7-figure online tarot business

PROFILE

How Brigit Esselmont built a 7-figure online tarot business

Name

Brigit Esselmont

Website

Biddy Tarot

What she does

Brigit founded Biddy Tarot, a website offering tarot education, certification, decks, books and coaching. The business is a healthy 7-figure annual revenue company, with over 12 million website visitors/year, and ~10,000 students across her online programs.

What’s her secret sauce?

She offers deeply useful free content - things like card meanings, podcasts, blog posts - while staying authentic. Her paid products (courses, decks, books) are aligned with what her audience already trusts. Brigit experiments constantly, leans on intuition and strategy, and grows what works.

How does she get traffic?

Most of Brigit’s traffic comes from search engines and her free resources (tarot card meanings pages, guides). She also uses podcasting, a strong email list, plus community engagement to drive repeat visits. Her free content acts as entry points for people who later buy her courses.

Q&A

“Should I follow my passion when choosing a niche?”

Yes - but with a filter. Passion gives you the energy to keep going when things get tough, but passion alone doesn’t pay the bills. Brigit loved tarot, but she didn’t just share random musings; she turned that passion into structured resources people were already searching for.

The trick is aligning what lights you up with what the people WANT. If your passion intersects with a genuine problem people want solved, you’ve struck gold. That sweet spot keeps you motivated while ensuring your work actually earns. Passion fuels the fire, but demand pays the rent!

TIP OF THE DAY

Pick one free resource (blog post, guide, video) you can create this week that answers a burning question for your audience. Publish it, promote it on social, and watch how people respond. This will holds clues to your next paid product.

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