Do you ever feel like you have to “settle” for fewer sales just because your course is evergreen?
While it’s normal for evergreen sales to fluctuate a little bit day to day, if your total monthly sales are decreasing – it’s time to take action. Selling your course with an evergreen model is meant to increase your revenue, not to decrease it.
Making the switch from launching to selling my own course with an evergreen system helped me rapidly build the momentum I needed to reach my revenue goals.
Since then, I’ve made over $11m selling my courses and it never would’ve happened if I kept launching.
Today I’m sharing three ways to rapidly increase your evergreen course sales even if you have a tiny audience, zero ads budget, and no team.
So, if you’ve recently experienced a decrease in revenue from your evergreen course, then listen up because today’s episode is exactly what you need to hear.
My name is Caitlin Bacher, CEO of Scale With Success®, and I’m on a mission to help course creators all over the world grow their business in a way that is profitable and scalable. I’m sharing revealing insights about what it really takes to scale an online course business to millions of dollars per year. Join me here to discover the tough decisions I’ve had to make, the biggest failures I’ve had to bounce back from, and the learnings that emerged every step of the way. I’m so grateful that I have the chance to tell you everything right here on Scale With Success®: The Podcast. Let’s get started.
It wasn’t until I made the switch from launching to selling my course with an evergreen system that I was FINALLY able to increase my annual revenue past 7-figures…
…which is why it kills me to see so many course creators feel like they have to “settle” for fewer sales once they stop launching. Using an evergreen model can help you sell MORE courses – not less.
So, in the spirit of “not settling for less”, today I’m sharing three ways to rapidly increase evergreen course sales even if you have a tiny audience, zero ads budget and no team.
1. Make Your Marketing Relevant
I have a lot of clients who once felt like their audience would “only” buy during certain times of the year. They can pull up last year’s data and say “look, my audience just doesn’t buy in July.” When I ask what they plan on doing this July to change that they look at me like I didn’t understand what they just told me because they’re confusing circumstance with possibility.
Your revenue potential isn’t limited to what you’ve been able to achieve in the past, so EVEN IF your sales took a dip last July – it doesn’t mean you can’t do things differently to make THIS July your best month to date.
If you’re like most course creators and believe you have a sales dip that occurs certain months of the year, then it’s time to develop some marketing campaigns you can run during that time to your audience which will help them understand why enrolling NOW will benefit them.
To get your ideas going, make a list of 5 reasons why the current month is a great time to get started. I don’t mean you should offer a discount, I mean you need to come up with some solid reasons why it benefits them to enroll this particular month.
Let’s say you sell a course about connecting with your teen and for whatever reason you typically experience a sales slump in June-July. You keep hearing your audience say that they think the strategies you teach in your course would only work during the school year.
That’s your usual marketing campaigns talk about struggles like getting ready for school, etc. But, parenting problems don’t just disappear in the summertime. So, make a list of 5 parenting struggles your audience experiences specifically in the summer – then create some content around that to attract people who are actively experiencing those summer parenting problems and can’t wait to enroll in your program.
2. Maximize Your Sales Follow Up
I know it feels like you talk about your course all the time, but I guarantee there are people in your audience who don’t realize they can buy it right NOW. Maybe they entered your sales funnel months ago and it wasn’t the right time for them to buy, but their problems have only gotten worse and they’re ready to buy now. Your automated follow up needs to include a combination of nurturing content AND direct response content to give them the easiest path forward.
A lot of course creators view their sales cycle as something that’s “one and done” – someone enters your sales funnel, doesn’t buy, then you completely ignore them and spend all your time trying to get the next person to sign up for your sales funnel.
But, it’s called a sales CYCLE because it’s not a one and done experience.
The best part of evergreen is that you can leverage automation to create an ongoing follow up that keeps people engaged by continuing to educate them about the problems they’re experiencing. You can take different angles to connect with them about what they are struggling with, increasing the chances that one of those angles will spark the clarity they need to move forward and enter your sales cycle again.
Even better, because your automations are always running, you’ll be able to tell which angles are resonating the most with people – so you can remove the angles that aren’t resonating – resulting in 2x or even 3x the conversion rate of your funnel.
3. Prioritize Data Over Drama
Learning to read your numbers and understand what they’re telling you is one of the most powerful things you can do for your business – it’s also one of the hardest.
Not because it’s rocket science, but because sometimes our emotions get the best of us and cloud our ability to “see” what is actually happening. The purpose of looking at your numbers is not to be hard on yourself, it’s to understand what’s happening within the funnel itself.
Failing to meet a benchmark doesn’t mean YOU are a failure and it certainly doesn’t mean that the problem can’t be fixed – but if you allow your emotions to take over and you aren’t allowing yourself to see the choices in front of you – it can feel like you’re stuck. And if you let yourself feel stuck for too long then you start to look around for someone else to blame so you can feel “right” by making someone else “wrong”.
But, you’re not stuck. You can move, and if you learn how to read your numbers, they can show you where to move.
Selling your course with an evergreen system allows you to collect data and take action to get the numbers moving in the right direction. You’ll have more opportunities to tweak and shift things inside your funnel to get better results FASTER, without having to wait until your next big launch to see if those tweaks will even work.
I have a whole podcast episode that shows you how to manage your emotions to get better results in your business, so if you haven’t listened to Episode 112, yet – make sure to look it up.
To recap, if you’re looking to rapidly increase sales of your evergreen course, here are three things you can do:
1. Make your marketing relevant to get more people into your sales funnel.
2. Maximize your sales follow up to increase your sales funnel conversion rate.
3. Prioritize data over drama to identify exactly what to fix inside your sales funnel so you can start selling more courses.
I appreciate you being here and make sure to tune in next time for another episode of Scale With Success® The Podcast.
Are you sick and tired of launching and looking for a proven method to generate consistent revenue from your online course on auto-pilot?
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Today’s episode is brought to you by Scale With Success® Accelerator — an online course designed to help you generate launch-sized revenue without lanching. If you want to learn MORE about our proven method for success, click here to watch my free masterclass. See you in there!
