Aug. 31, 2021

Ready to Go Evergreen? Listen to Find Out

Ready to Go Evergreen? Listen to Find Out

If you're like most online course creators, you dream of going evergreen with your offer.

In today's episode, I am going to help you determine if your offer is ready, so you can start bringing in some passive income!


If you're like most online course creators, you dream of going evergreen with your offer.

In today's episode, I am going to help you determine if your offer is ready, so you can start bringing in some passive income!


BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER:

  • The conversion rate benchmark you should hit before going evergreen
  • What system you need to have in place before you scale
  • The #1 question you need to ask yourself before you set up your evergreen funnel

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Transcript

If you're like most online course creators that you dream of going evergreen with your offer. On today's episode, I'm going to help you determine if your offer is ready, so you can start bringing in some passive income. Stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast. Hey there, and welcome back to the lunch fix podcast. My name is Jess and I am so excited that you are here. And today I am talking about one of my favorite topics passive revenue. Going evergreen in my business was one of the best decisions that I ever made. But it's also one of the worst decisions you can make if your offer is not quite ready yet. I have seen so many entrepreneurs dream of going evergreen only to lose revenue and lose money on ads because they did it before they were ready. On today's episode, I'm going to outline the three things you have to go through before you are ready to go evergreen so that you go into it ready to make more money and not lose all bunch of money, which totally can happen. So the first thing that we want to talk about when it comes to going evergreen is knowing that your offer is going to convert. By the way, if there's somebody out there who's telling you that you can go evergreen before you live launch, be wary. Because really you have to know that your offer is going to convert to people who already like you, before you can confidently go into trying to convert something with people who don't even know you. That's really what the game is when you're going evergreen is you are converting or you're creating something that has to convert to ice cold traffic, people who literally do not know you have to be willing to buy your offer by the end of the funnel. And if you can't get people who already follow you and already like you to buy your offer. Why do you think complete strangers well, so the first step is to make sure that your offer converts at least 5% live consistently. And by consistently I mean at least three times over the course of a year. If your offer is not converting live, it's just not going to convert on evergreen, or it's going to be extremely hard to get there, because those people don't even know you. So one thing to know is that your conversion rate will decrease on an evergreen funnel, you will not convert as well on evergreen as it converts live. So you want to make sure that you have the highest possible conversion rate before going evergreen, because you're already going to lose some when you turn on your funnel. So making sure that you have a process in place that will consistently convert people is absolutely crucial. For example, my evergreen program converts at 11% Live, like when I go live, I do the challenge in front of people as a real human with the buzz of a live launch, it converts that 11%. But on evergreen, it only converts that 6%. Even though all of the videos are the same. All of the emails are the same, the entire funnel is exactly the same. And that's because the people who are going through the funnel evergreen don't have that previous knowledge of me, they haven't been following me on Instagram, they don't they're not in my Facebook community where I build know like and trust with my audience. They don't know me at that point. So when they're going through the funnel, I have to convert them from ice cold to paying client in the course of the Evergreen funnel. And so of course less people are going to convert because they're just not warm enough yet. But that's one of that's the whole game when it comes to evergreen is creating a system that's going to convert with people who don't already know you and love you. So making sure you have at least a 5% conversion rate going into it consistently over at least three launches is absolutely crucial because that's going to go down and if you have much less than that you're not going to have very high conversions at all, when you start launching. So having a consistent conversion rate is a great sign that you are ready to go evergreen. If you are not quite there yet, this is a sign that you need to keep working on your launch messaging. If you have not dialed in the messaging to attract people and convert them consistently, then you have an opportunity to dial that in more. messaging is absolutely crucial when it comes to your evergreen funnel. Because your messaging is doing all of the work. You're not dming people, there's no connection being built, they're likely not in your Facebook group, they probably don't follow you or listen to your podcast. So your messaging is literally the only thing standing between where they are when they join your funnel, and them making a purchasing decision. So dialing that in and getting really clear on their desired outcome in the messaging to get them from ice cold to paying client is absolutely crucial. And that will be shown in your conversion rate. So that's the first thing, having a consistent 5% plus live conversion rate before you try to turn your funnel on evergreen. The second piece of this is you have a clearly defined system for launching to have a truly passive income source, you have to have a truly passive launch system. This is absolutely crucial, because like I said, all of this is absolutely crucial, just FYI. But like I said, people are coming into your funnel with no knowledge of who you are, they do not follow you, they do not listen to your podcast, you have not warmed them up in any other way. So if your system for launching is not clearly defined and does not fulfill all of those points, to build that connection to build the authority to build that desire and demand for your offer, then it's just not going to convert, right. We don't realize until we go evergreen, how much we rely on the organic strategies in our business, how much we rely on building connection on sharing Instagram stories on people following us or listening to our podcast, the only thing they have to go off of is the messaging inside your funnel. And if it's not dialed in, and you don't have a clearly defined system for that launch, then it's just not going to convert. So really paying attention to every single step of the process. And having a very defined method for moving people from paid traffic into the opt in converting on the opt in page into the email funnel into the show up sequence for the launch mechanism, getting them to complete the launch mechanism, getting them to get into the launch emails, look at the sales page, look at the offer page decide that they're ready to buy and purchase your offer is entirely done hands off, that entire system has to be so dialed in, that anybody can go through just emails and landing pages and make a purchasing decision. And this is exactly what I teach in the lab, I help you dial in this whole process. I call it a launch asset so that you have a really clear system to convert people in your launches. Of course, when you're launching live, there are additional factors like live videos, your Instagram, all of those organic marketing strategies. But if you don't have a clearly defined launch asset, you're not going to be able to convert people via evergreen, you cannot rely on any organic traffic means like a podcast or live video. So your launch system, your evergreen marketing system has to be top to bottom, completely executed, tested and optimized. So people do not fall out along the way. And if you're going evergreen, before you have this, then you're going to lose some money. And I hate to break that to you. That sounds very grim. But if you're losing leads through your funnel, then you don't have a very effective funnel. And losing leads along the way means losing dollars. And so when it comes to passive revenue, it's very important that you have a airtight system to take people from top of funnel to sale without any organic traffic means or any ways of connecting with them outside of the vacuum of that funnel. So that's the second one. The first one is it consistently converts at over 5%. The second one is you have a clearly defined system for launching like the launch asset that I teach in the aligned launch lab. And the third one is you are ready to invest in paid traffic strategies. I mean ads baby, this is absolutely key to running an evergreen funnel. And I don't know if you knew that going into this, that you would be spending money to make this thing run. But just like a car needs gasoline, your evergreen funnel needs traffic. And the best way to get traffic into that funnel is paid advertising. So going evergreen means putting more people in To your launch machine, you have gone through the process at this point by creating a launch machine that effectively converts at 5% or more. And that is clearly defined an airtight all the way through. So the way to scale that going evergreen is by getting more traffic to it in the best way to get traffic into your little launch machine is by paying for it is by running ads, it's by using paid traffic strategies. And this is something that can get expensive. And something that can be overwhelming to Facebook ads are not a walk in the park, there's a reason why people make a lot of money as Facebook ads strategist, because not everybody can just run Facebook ads effectively. So if you are going evergreen, you have to be ready to hire an ads manager, or get really clear on your ad strategy. Because Facebook ads can take up to three months to optimize. And they can change on a dime. This is something you have to be prepared for the fluctuations in the algorithm any changes in Facebook's system, like they may just all of a sudden no longer let people track on iOS like that just happened. Like there are so many unpredictable pieces to pay traffic strategies. And if you're not in the right mindset, or in the right position to invest in traffic strategies, then you're not ready to go evergreen. So this also obviously means that you need to have revenue saved up to put into ads, you are going to have to put money forward before you make money from this. And depending on how long your conversion window is, like the length of time from opt in to current close, that's going to really go into effect as to how quickly you can turn that money back over. If you have a 10 day cart like operating window or evergreen window from opt in to cart close, then it's going to take you 10 days to make back $1 that you spent on ads, or it's going to take you 10 days to make $1,000 back that you spent on ads. And that's only if you have a consistently converting evergreen funnel. And it's gonna take you at least 10 days to get the data on that. Because if somebody opts in on something on day one, and you have a 10 day conversion window, then you're not going to know what what's working until 10 days later. So there really is this delay in the data that you get from an evergreen funnel just by the nature of the beast. And so really being ready to put money forward without knowing if it's gonna convert until the end of your conversion window. And being okay being in that place, being financially stable enough to invest in ads to keep feeding the machine. And lately invest in an ads manager who can make sure that you're going to get the best bang for your buck in this process. So the good thing is when you know your EPL, which is your earnings per lead, and you maintain it while evergreen because your evergreen EPL will be different than your live launching EPL, then you'll have a better idea of how much you can comfortably invest in ADS. But you have to run things through the funnel in order to figure that out. So it is expensive, it is an investment there is time involved to really test it and tweak it and figure out the data, as well as optimize the Facebook ads and get your targeting correct and make sure that all of the things are working. But once you know your EPL, then you can really put your pedal to the metal though, of course, because Facebook is not that easy. You can't just throw more money at it. Scaling ads is a whole other nightmare. Take it from somebody who knows, but you really have to be on it. It's so interesting to me when people say that they want to go evergreen because they don't like launching. Well, I hate to break it to you, sister. But going evergreen means consistently tracking your data week over week, looking at the areas that are working and not working and being ready for it to completely break because some external force change the way that things are tracking. Or for some reason, the crop of people that you got through your ads are not your ideal client and they just didn't convert. It's incredibly unpredictable. Even when you have a high converting funnel, and being in a place to roll with the punches and track the data and respond to it and really optimize that funnel is somewhere you have to be prepared to be mentally. So not to scare you there got a little grim, but I want you to be informed before you just throw it all at an evergreen funnel in waste money. I've seen far too many of my clients have one launch, have it be not very successful, and then throw 1000s of dollars away into Facebook ads because they didn't know what they were doing. And they didn't know how to optimize it and they didn't know how to turn it off if it wasn't working, because they thought that that's what they needed to do in order to bring in passive income. So I don't want you to make those mistakes. So I hope If you have listened to today's episode, and you've realized that maybe you're not quite ready to go evergreen that you continue to live launch, you let go of the fear of live launching and do it again and do it again one more time and tracks the data and really do the work to make sure that you're at the point where you are ready to go evergreen before going evergreen prematurely, and potentially losing a ton of money along the way. So, thank you so much for listening to today's episode, and I cannot wait to see you in the next one. Have a good one.