00:00 You are listening to the scaling and Freedom podcast. I’m your host, Christina Bernhard and in this episode, we are talking about how to know if your product is right for evergreen. So I’m really excited to dive into this, I’ve done some other content about evergreen, but it’s not something I talk about a whole lot. But it is something that you know, a lot of people it’s, you know, Evergreen is the dream. And it’s something that a lot of people aspire to do, depending on what you do. Because it’s this whole dream of passive income that everyone is aspiring to have at some point. All right, I shouldn’t say everybody, but a lot of people, but going to soon can be very costly, and extremely disappointing. So you want to be ready. So that’s what I’m gonna talk to you about today. So let’s go ahead and dive in. So I’m going to give you what you need to have before you go evergreen. So we’re going to talk about the main two things, there’s actually just two simple things. But they’re super important. So the first one is that you’ve had multiple successful live launches. And one thing is, you know, if you do have, let’s say you had two or three very successful live launches, and you feel really good about the webinar, the topic, the content, the emails, the entire funnel and their entire journey, you feel really good about those things. Just know that whenever you do go evergreen, you’re likely leaving money on the table, because going evergreen is likely not going to be as hyped up as a live launch. So

01:34 it’s not going to be as huge, but it is more passive. It’s not completely passive, which is something that I want to make sure everyone understands. Having an evergreen funnel, you’re still doing a lot of work, you’re still tweaking things, optimizing things, you still have to fill that funnel like all of those things. But it is not as exhausting, maybe a four or as a live launch. And it’s a little bit more outsourced double. You can have hire people that can manage these things for you. But just know that you do want to do as many live launches as you are willing to do before you actually go evergreen, because evergreen is kind of a different ballgame. And we really want to make sure that your live launches are super solid. And every live launch, you’re gonna learn more and more. Another thing that a lot of people do as well is if you feel like you, you’re really good with the live launch, and you’re ready to go evergreen, you can still live launch. So you can do special promos where you can just do, you can do a webinar where you are getting a bunch of people into the program and the launch, even though it’s open all the time, the launch can just be a discount, or a special bonus or a special cohort or something like that. And that is a way that you can have kind of the best of both worlds, where you have a good cash injection from your live launch, but you’re still having an evergreen at passive funnel. So that is an option as well. The second thing is that you have really good data on your live launches. This is so so important. I’ve had many people come to me for ads, and they had a really successful launch. But what we kind of found out was that it’s sort of it’s not accidental, but they don’t know why they had a successful launch. And that is really hard to replicate. And it’s really hard to you know, transition into an evergreen format. If you don’t know what was actually working, you just know that you launched it and you made lots of money, you need to know your funnel conversion rates, which emails convert to the highest, you need to know your webinar conversion rates. Ideally, you need to know your attendance. And your drop off rate would be great. Sometimes drop off weight is a little bit easier to measure in Evergreen, because a lot of people live launch, or they whenever they’re live launching, they use Zoom for their webinars. And you can’t actually measure as well as unless it’s like manual of when people are dropping off. But if you have an evergreen webinar, and you’re using an evergreen service, or an automated webinar service, then it’s it often most of them track that for you. And the reason that you would want to track that is so that you can see, do we need to make the webinar a little bit shorter? Is there a section of the webinar that people are just getting bored with or it’s turning people away that sort of thing. So you can make actual tweaks off of that data, it’s really good data to have. You also need to know how people tend to find you and how people tend to convert. You need to know which messaging resonates. You need to know all of these things and it needs to be backed up by data. That way whenever you are ready to go evergreen, you have all of this data and everything is optimized and very dialed in before you start to go evergreen because then you’re gonna have to do a whole nother set of optimizations because now we’re having more assuming that you’re running ads to it. You’re going to have more colder people there says whenever you live launch, you have people in your nurturing them for a few months, and then you live launch and you sell to them. But by then they’re pretty warm and nurtured. When you’re evergreen, you’re trying to convert people a little bit faster, and without you actually showing up live all the time and selling to them. So if you have those two things, you have had successful live launches, and you feel really, really good about it. And you have your data, your data is good. It’s backing up your intuition that your launches are successful, and that they’re going to continue to be sex successful, then what do you need to do to go evergreen? So to go evergreen, the first thing you want to do is have a an evergreen webinar service. This is really helpful, you can put the webinar on just a landing page, and have people watch it from there, that’s not the worst thing to do. But if you have an evergreen webinar service that attracts data for you so that you can really see what the attendance rate is see what the drop off rate is, that’s just going to give you more data to be able to optimize that funnel. The second thing is rebuilding your funnel. So a common question that I get is, should I use the same emails that I did in my live launch? A lot of my clients do that those are the emails that you know work to and you have data on them.

06:27 You of course need to change out the links, all the new links, verbiage. If there are dates and stuff in there, you have to remove those things. And also just create a new automation based on a rolling timeframe instead of specific dates. If your automation is set on specific dates, because it with a live launch, you have you know specific dates, that things are happening, that new bonuses are happening, and you have a cart, closed cart, or cart, open cart, close dates, things like that. So you want to remove all of those, rebuild it to where you have a rolling set of time. And then the other thing that you need is a new traffic source. So for an evergreen funnel, because you’re not building up the audience over time, you need people to go through that funnel. Ideally, you’re getting people into that funnel at a faster rate. Because optimizing an evergreen funnel does take time, it does take data. So you want to make sure that you’re filling it within time comes because you need those people to go through it to get the data. And whenever you are filling that up really slowly, you’re just dragging out the process of getting it to be passive and getting it to be getting a return on it. So you definitely want to invest in ads, like that’s my recommendation, if you have a massive audience like massive, massive audience, and your organic audience is, is able to fill it up with cold people, like a few 100 a week, then, you know, maybe you don’t need ads. But if you’re not able to fulfill that and you want a little bit of a shorter Road, then I would definitely invest in ADS. Again, this is only if you have good data, you know that these things your offer is selling in your messaging is dialed in all the those prerequisites. So with that caveat, I would recommend ads. And then once you actually do go evergreen, there are a couple of things to expect. So the first one is that you’re going to have to do more optimizing what works in a live launch doesn’t always translate into an evergreen launch, or an evergreen funnel. So it just depends. I have seen people just turn their live, funnel into an evergreen funnel, and it performs just as well. Maybe not exactly as well, because it’s not live. But if you are able to replicate that experience of a live launch into an evergreen funnel, which there are ways you can use deadline funnel to make you know offers go away or like different bonuses to create that urgency, things like that. There are ways to try and replicate that that can be really, really effective. But just know that the optimizing like it doesn’t just start or stop there where you translate everything over, you get all your tech in order, it’s now evergreen, you turn on ads, and then it magically just sells and makes a return. It does require that optimizing. Another thing to remember is that your funnel, your live launch funnel was my tip had a lot of or likely had a lot of warmth, people going through it. So people who are colder are going to respond to all of that differently. So this is really going to test your messaging with those people. And you might have to do more things to build that trust and nurture a little bit faster if you want that purchase cycle to be shorter. So those are a couple of things to expect. So just be aware that you’re going to have to be optimizing it and you’re gonna have to make tweaks and changes to it, but it will be well, well worth it. We have many clients who have evergreen funnels, and they are able to make a passive and I’m gonna put quote unquote, I have airboats going passive income, they’re still working pretty hard, but not in the sense where they have to show up all the time, or they have to live launch or, you know, they have to get on sales calls constantly, things like that, they are able to kind of take a step back and still have those sales coming in. And it’s more of an automated machine than it was before, whenever they were live launching. And their income is able to be a little bit more steady, rather than relying on these big cash injections that may or may not work out really well. So it’s definitely worth it. It can be quite a long process, depending on how it goes for you. But I think you know sticking to it is is absolutely going to pay off as long as you make sure that you’re not going into it too soon.

11:00 So that is what I have for you today. I hope that you found this helpful. Just know that if you are wanting to go evergreen, make sure you have your data if you do not have if you have had a couple of successful launches, but you don’t have the data on your live launches. Make sure it go ahead and live launch again one or two times and be really, really intentional about getting all of this data. likely you have this data on a couple of launches so that you can compare and make sure you’re not having random one offs. You can also see if some of it might be seasonal, there’s just so much to learn from life launching. So I recommend Live launching as much as you’re willing to so that you can get that data it’s going to pay off so much when you are ready to go evergreen. So I hope that you found that helpful. I will see you guys next week.