Have you heard of evergreen sales? 🤔
If you haven’t, you’re not alone. It’s a marketing term that unless you’ve been in the industry, you’re unlikely to know. There’s a ton of marketing slang that can cause you to feel clueless and overwhelmed, but I’m here to simplify it for you.
In this episode, I’m covering all things evergreen, funnels, and welcome email sequences. I’m giving you examples of how I use all of these things in my business, and how you can too!
Grab a pen, and get ready to take notes! ✍🏼
What is Evergreen?
First, let’s talk about what evergreen actually means. Evergreen is a marketing term that’s used to describe offers that are sold all the time, year-round. For example, you might be selling these products/offerings on your website or as part of your email marketing workflow. It’s different from something like an online course where you might do live launches where everyone starts at the same time and the cart closes after a certain date.
You might be feeling a bit overwhelmed with all of the marketing slang and terminology, but it’s really nothing to be afraid of, and setting up a simple evergreen funnel is actually easier than you might think. The tech is not overly complicated – you can have a funnel set up and running for you within a day – that’s how easy it can be!
It’s time to reframe your mindset around the term ‘evergreen’ and ‘funnels’ and make a decision to use them in your business and benefit from them! Selling and launching all the time can be exhausting. As enjoyable as it might be, it drains you and it’s not a sustainable way to run your business, which is where evergreen selling comes in.
When to use Evergreen to sell your Programs
Evergreen is what should be happening between (or even during) your launches. When I first started my business, I was really focused on doing those live launches because that’s what I learned and what I saw other people doing.
I quickly learned that this wasn’t really sustainable. Firstly, because of the high level of energy required for launches and the build-up to them, and secondly, in between launches, my income was plummeting – I had no money coming in! I was relying completely on launches, and that didn’t sit right with me, so I made the decision to set up funnels and learn how to do them for the sake of myself and my business.
After a few tried and failed attempts with things that didn’t align with me or my business, I came across my mentor, Mariah Coz, who had systems that really felt more aligned. It was really easy to set up – we just uploaded the webinar to YouTube, used Vimeo to put it on a landing page, and people could sign up for the webinar and then watch it immediately. I then had an email sequence following this and selling my program – that was it! Further things followed this like setting up my low ticket offer on a thank you page.
At the moment, my funnel looks something like this
- People sign up for my freebie
- On the thank you page, I then offer a discounted workshop bundle (basically 50% off the normal price)
- If they purchase it, they get added to my email list which is where I share more value and tell them about my high-ticket offer, the Blissful Biz Incubator, and invite them to apply.
So, there’s a simple evergreen funnel. It’s all about inviting people into your world, step by step, and allowing them to get to know you and build a connection. It warms people up and allows them to see what it would be like to work with you on a higher level. It’s up to them if they want to apply, if they think it’s the right time or the right offer for them, there’s nothing pushy about it. There’s no deadline involved, so it just flows, which is the whole point of creating an evergreen funnel – to guide your potential clients through a process that’s thought out and optimized.
Email Sequences
Email sequences are another great thing to utilize as part of your evergreen funnel. For example, when people sign up for a freebie but then don’t buy the offer on the thank you page, they still get added to my welcome email sequence. This is a sequence of emails where I introduce myself and share some of my best content.
I then use this opportunity to promote another offer I have. Either I pitch another online course or I tell them about my high ticket Mastermind and invite them to apply. The great thing about this is that it doesn’t have to be structured or sound like a template that you’re sending out to everyone – it’s all very natural and authentic which will help you build a connection faster. People buy from people they like, so think about how you would talk to a friend and how you would explain your offers to them, and go from there.
You can also use email sequences to link out to videos or other great content you have on offer, or share some funny gifs that represent your personality and how you’re feeling right now! Yes, it might not come naturally to you at the start, but getting better at selling comes with practice, patience, and sometimes a little bit of trial and error.
Setting up Evergreen for your Business
You don’t have to do everything at once – so if you’re about to set up an evergreen funnel, take it one step at a time. You could start with a welcome email sequence, and in order to do this using ConvertKit* (affiliate link), you would need to invest in the paid plan. This might put you off, but there comes a time in your business when you need to stop relying on free tools and show that you are serious about your business and its growth. People need to trust in investing in you, and if you don’t invest in yourself, then why would they do that?
So, sign up for the paid plan, set up your welcome email sequence, and start sending out valuable content to potential customers. You’ll be inviting them to your offers automatically, behind the scenes, without you having to manually send any emails. This will allow you to spend your time working on other areas of your business like creating new offers or improving existing ones.
When I set evergreen funnels up for the first time, I was so excited to check my emails in the morning – I loved knowing that someone had bought something overnight, while I was sleeping! It’s great for your clients as well because they can buy when they are ready and they’re not waiting for 6 months or a year for your next launch. A lot of people get an idea in their head, become really motivated, and want to take action straight away, and if you don’t give it to them, they’ll find someone else who will.
