Smith 
As a regular reader, you know how much I love blogging. My blog was a key part of achieving financial freedom early. It’s not just the money that’s been game-changing, but also the fantastic connections I’ve made. I’ve met everyday people with incredible passion, helping others through their blog, podcast, or YouTube channel. One success story is Larry Ludwig, who started InvestorJunkie.com around the same time I began my blog. He sold his site for $5.8 million in 2018 and is now helping others build successful online businesses on LarryLudwig.com. Larry recently made a big investment in an alternative investment, and I had him on the Good Financial Cents podcast to share his experience.
Back in 2009, Larry started InvestorJunkie.com. By 2018, he sold it for $6 million. If you think making money through blogging isn’t possible, think again. Larry combined his interest in investing and personal finance to create a blog when there weren’t many that stood out to him. Initially, he ran the blog part-time alongside his web hosting and development business. It started as a side hustle, but within a year and a half, it made more money than his main business.
Larry faced imposter syndrome early on, like many bloggers, but he pushed through by focusing on the fundamentals of investing, even though he wasn’t an active day trader. He knew that knowledge of personal finance was lacking, and he wanted to help bridge that gap. He learned a lot from books and radio programs back in the ‘90s and sees the same curiosity in today’s audience turning to blogs and YouTube.
Larry’s blog eventually became his full-time gig about two years in. He notes that SEO, a crucial part of driving traffic to a blog, is a long-term game. It takes a year or two for SEO efforts to start paying off. Google doesn’t rank content overnight; it takes time and constant effort.
So why did Larry consider buying a blog a good investment? He views investing as holistic, seeing business ownership as a valuable asset. Owning a business gives you control over its success or failure, unlike traditional investments like stocks or real estate. Current markets are pricey, so owning a business can be a better value play where you can enhance growth with your skills. Larry invested in the blog because it presented the potential for high returns. He paid $180,000 for it, which was within his comfort zone, seeing it as a manageable risk.
Investments come with risks, and blogs are no exception. The site’s rankings could plummet, or affiliate partnerships could dissolve. However, Larry felt confident due to his experience. He viewed this venture as a challenge and a way to stay engaged rather than retiring.
Determining the blog’s value involved understanding market demand. The blog marketplace is very liquid, with many blogs being sold frequently. Larry found his blog through Empire Flippers, a platform that helps buyers through the acquisition process. He made an offer in August and finalized the purchase in about four weeks.
Larry found the domain name a bit hard to remember and plans to merge the site with his personal brand eventually. For now, he values the blog’s strong backlinks, good affiliate relationships, and steady traffic. The blog has solid foundations but needs some work.
If Larry were to do this again, he might avoid platforms like Empire Flippers due to high prices unless a great deal is available. He recommends seeking lower-cost options, though they’re hard to find.
Larry’s personal site is LarryLudwig.com, where you can learn more about his journey and what he’s working on.
