The Fast Track to Evergreening Your Offer
In all of my years of working with clients, one of the things that excites them the most is the idea of an evergreen model.
“Sell in your sleep! Make money from the beach!”
Sounds pretty sexy, huh? I mean who doesn’t want that?!
But the people who are baiting you in with this idea of “selling in your sleep anytime you want” are failing to tell you that building a profitable evergreen funnel on cold traffic is easier said than done.
I’ve personally been behind the scenes with 7 and 8 figure clients consistently LOSING money because they can’t make their evergreen funnel work.
Either it’s hard to get accurate data, Facebook delivers low-quality leads that don’t buy, or there’s a gap (or multiple) in their funnel or offer and they aren’t sure what to fix first without breaking the whole thing.
PLUS, it’s hard to get authentic urgency and scarcity without resorting to things like fake countdown timers and vanishing bonuses that our ever-sophisticated market is starting to see through.
This isn’t to say there aren’t pros to evergreen funnels… of course there are! When they work properly that is.
But the cons? Well, that list is massively long, but mostly: it’s hard to get it to work from the start, it can be expensive, and honestly, it’s really frustrating.
So what’s a business owner to do? What I’ve found is that the secret lies in understanding the advantages of each approach…
INCLUDING LAUNCHES.
I believe that you can’t have a successful evergreen funnel UNTIL you learn and master the basic fundamentals of launching and figure out what works for you and your audience specifically.
Trying to go evergreen before live launching would be like attempting to run a marathon without any training beforehand. It might seem like a shortcut, but without the initial preparation and testing, you risk stumbling before you even hit your stride.
In my humble opinion, launching is still the BEST way to generate a huge amount of leads, momentum, and buzz (and of course sales) in a short amount of time.
Especially if you’re launching a new course or group program! Launching it 2-3 times BEFORE you go evergreen means that you can test out all the marketing, know what works (and what doesn’t), what sells, and have the delivery down pat and recorded as well.
It’s the “fast track to evergreen” without pouring a whole bunch of money down the Meta drain. 🏎️💨
If having a successful evergreen funnel is on your business owner wishlist, I support you in that and I want that for you. But I’m here to be straight up and say it can’t happen without live launching FIRST.
Knowing that, how would it feel if you had everything you need to launch in your business with ease? In a way that didn’t bring on so much overwhelm? In a way that TRULY brought results?
That’s what I want for you, so keep reading to discover the 4 real keys of a successful launch.
4 Keys to Successful, Repeatable, and Sustainable Launches
- Revisit (or create) your yearly/quarterly business goals
I know this might sound simple, but we’re starting here for a reason, so don’t overlook this step.
When you have CLEAR goals for your business, such as “earn X revenue,” you’ll be able to determine how many seats you need to sell for a current course, how many 1:1 spots you can take on, if you need to create (or get rid of) any offers, and the overall actions you need to take.
If you aren’t clear on what you want to accomplish, you’ll essentially be throwing spaghetti against the wall and hoping that something sticks.
If you’ve already created your yearly/quarterly goals, revisit them and ask yourself if they still align with what you ultimately want to achieve this year.
If you haven’t already done this, think about what you want the year to look like.
Who do you want to serve? How do you want to serve them? Do you want to launch something new? Do you want to relaunch an existing offer? Do you want to scale back or double down?
Asking yourself questions like this can help you get crystal clear on your goals so that you can move forward in an effective way.
- Create a marketing calendar
Once you’ve defined your goals for the year or quarter, it’s time to create a marketing calendar.
And I know those two words have the tendency to sound vague or confusing, but a marketing calendar isn’t some complex thing that so many people make it out to be.
It’s simply a plan that can be created in a Google spreadsheet or an Asana board to serve as a roadmap for what you’re focusing on in your business at any given time.
Similar to not having clear goals, when you don’t have a marketing calendar with specified dates for when you’re launching certain offers or when you’re promoting certain parts of your business, you’re again throwing spaghetti at the wall with no real outcome in mind aside from a few likes on Instagram.
A marketing calendar helps you strategically design a plan for your business so that you focus on the right things at the right time in order to get the results that you really want.
- Work backwards
Sounds weird I know, but hear me out…
If you know that you want to create a new offer to serve a new audience and attract more of your ideal customer in June of this year, the best thing you can do is work BACKWARDS.
First things first, pull out your marketing calendar that I mentioned above and set the date of your launch. From there look at the month before and determine what needs to happen during that time in order for your audience to be ready to buy.
Oftentimes business owners think that they can just create an Instagram post that says, “NOW ENROLLING” or send an email that says “YOU’RE INVITED” and people will start flooding through their virtual doors.
But that couldn’t be further from the truth.
If you want a successful launch, you have to prime your audience for what’s coming and that doesn’t start a week or even two weeks before.
It starts MONTHS before your new offer is actually here and it’s done through all of your content – Instagram, podcast, email, LinkedIn, Blogs. All of it!
The months prior to your launch is what’s often referred to as the “pre-launch” period and the content is often centered around selling the belief that someone needs to believe in order to be ready to buy your offer.
In addition to selling beliefs, you’re also speaking to your problem aware people and calling out their specific pain points. These are your people who know they have a problem, but they don’t yet know that there’s a solution.
As you speak to their pain points, they become more in tune with who you are and start wanting more of what you have.
- Master your messaging
Which leads me to… your messaging.
The only way you can successfully speak to your ideal audience’s problems (not pain points) is if you master your messaging.
You probably hear the word “messaging” thrown around a lot in marketing and because of that you might not know what it really means.
On the most basic level, your messaging is what guides how you communicate with your audience. It’s a combination of the words and phrases you use along with the feelings and emotions that you evoke.
The best way to help you understand messaging is to think of it like this: let’s say when you’re scrolling through Instagram, you’re served an ad for a meal kit.
There’s a headline and image paired with other copy that have been designed to draw you in so that you either opt in to receive a deal or buy the product.
If their messaging is right and speaks specifically to the challenges you’re experiencing, you’ll probably click the ad. But if their messaging is off, you’ll keep scrolling.
It works the same way for ALL of your content.
Oftentimes people think that if people aren’t buying, it’s because their offer is wrong. But sometimes the offer isn’t the only problem. Your messaging and positioning is likely the thing that really needs fixed!
So, how do you possibly master your messaging? There’s a few things you can do, but the most important thing is that you start truly LISTENING to what your audience is saying.
Sounds simple I know, but listening to what they say their struggles are, what they’ve tried before, and what they think is working and what isn’t will give you so much insight to what your messaging needs to be.
Resources For Your Next Launch
Hopefully you can see how live launching is truly the golden ticket to creating an evergreen offer that really works. Without testing something first and then being able to tweak it, you really can’t know what will work automatically.
So my best advice is to live launch first… and then do it again… and then again…
And THEN, maybe think about how you can put what you’ve created on evergreen!
If you aren’t sure how to start with this whole launch thing, I’ve got you covered!
- The LaunchFlow™ Roadmap – this roadmap was created to help you learn the 5 flows of fun and repeatable big money launches. 💸
- 6 Myths About Launching in Your Business (and the REAL Truth Behind Them)
- The 3 Key Launch Ingredients So People ACTUALLY Buy
Take what you need and connect here for more launch strategy and copywriting tips!