I want you to walk away from this episode with a clear idea of how YOU will determine which course you want to evergreen first.
In order to make this determination for yourself, I’ve come up with TWO guiding questions that will point you in the right direction.
So let’s get started.
Question #1 What do you want to be known for?
When you think about your courses, you may have a few items at various price points.
A $197 offer here, a $997 offer there, etc.
You MAY be thinking that you should evergreen the $197 offer because it’s smaller and “seems” easier.
I mean, it would be MUCH easier to find customers who wanted to pay $197 than it would be to find customers who want to pay $997, RIGHT?
WRONG. It’s not any “easier” to build a profitable evergreen funnel for a $197 course than it is to build one for a $997 course.
Whether you attempt to put up an evergreen funnel for your $197 course or your $997 course, you’re going to encounter the same difficulties.
It’s not EASIER to create an evergreen funnel for a cheaper offer, it’s the same.
The course you choose to evergreen is the course you want to be KNOWN for, it’s your signature offer, your legacy product, your big transformation…not a tiny thing you created as a downsell.
Whether your signature offer is $497, $997, or $1997 doesn’t matter…so don’t get hung up on the price. What MATTERS is that you are scaling a course that you will be talking about A LOT. So, make sure to choose a course that you LOVE to talk about.
One of our clients sold two products: a course for artists about Instagram Marketing and a $3k group coaching program that she sold via sales calls that taught artists how to build a business.
Initially, she came in wanting to scale her smaller Instagram course – not because she WANTED to, but because she thought she HAD to. She actually hated talking about Instagram, so as you can imagine she was NOT really looking forward to creating an evergreen funnel for that program.
In our Scale with Success® client community, she and I chatted about what she WAS excited about…it was her program that taught artists how to build a business.
The problem was that her offer was a $3k program that she was selling via sales calls and she HATED sales calls. She was making SOME money from those sales calls, but they were eating up all her time.
She LOVED serving those clients and loved the curriculum she had developed for them.
So, we turned that $3k group coaching program sold via sales calls into a $2k course sold via evergreen webinar funnel and guess what happened…
…she did over $90k in sales the FIRST 30 days that she turned on her funnel.
INCREDIBLE, but I wasn’t surprised.
She chose a product that she wanted to be known for and that she was TRULY passionate about.
Now, since we transitioned to selling her program with evergreen webinars, we were able to FREE UP her time. No more sales calls.
We also were able to shift the delivery of her product so that it required LESS time for her to be present in her student community – while actually IMPROVING the experience for her students.
Building an evergreen funnel and implementing a system to generate consistent traffic to it is WORK, but the excitement that comes with knowing that you’ll be putting out a course that makes a REAL difference will make the whole process a lot more enjoyable.
It’s very difficult to make money from a product you hate, so choose one you LOVE.
The NEXT question you want to ask yourself to determine which of your courses you should evergreen first is…
Question #2 Which course offers the BIGGEST transformation?
When you get your profitable evergreen funnel up and running, you’re going to have the opportunity to enroll loads of students month after month.
This means that YOU are going to be making a giant impact on the lives of others.
So, let’s say you’re trying to choose between building an evergreen funnel for two different courses.
You love them both and they’re both the same price….
…How do you choose??
Well, the next piece to look at would be to determine which course offers the BIGGEST transformation.
Our Scale with Success® clients have evergreen funnels that perform so well, most end up raising the price of their course WITHOUT seeing a decrease in conversions – in fact many times the conversion rates go UP.
Choose the course that offers the BIGGEST transformation. This is the course that has the MOST potential when it comes to longevity in the marketplace. It’s the course that people will LOVE to refer their friends to because they were so happy with their own results.
Now, I know some of you are starting to think: Well, hold on Caitlin. I don’t know if my course even OFFERS a transformation. Does my course EVEN help people? Am I a fraud? Etc etc
Ok, before you spiral your way through Imposter Syndrome – please know that a course does not need to be PERFECT to offer a transformation.
If you are on a quest to make your course perfect BEFORE you evergreen it – you’re never going to evergreen it.
I get it – you have some “ideas” on how you can improve your course. Well, I have news for you – you’re ALWAYS going to have ideas on how you can improve your course.
That will never change. At some point, you’re going to have to say to yourself. “YES, I know exactly what would make this course EVEN BETTER and YES I will make those improvements AFTER my evergreen funnel is up and running.
You can make the most transformational course in the world, but it’s not going to transform ANYONE unless you start selling it!
Just because something is selling consistently doesn’t mean you can’t improve upon it. I know that when it comes to improving my own programs, I’m always taking notes on how to make things better to make small tweaks here and there and bigger tweaks every 6 months or so.
I remember the year I decided I was going to make my first million. I knew the best way to do it was to quit launching and automate sales with an evergreen funnel.
…BUT, I WAS SO TORN.
The truth was that while the course “worked” and was helping people get sales – it didn’t look as “professional” as I wanted it to. I wanted to give it a complete cosmetic overhaul.
But, I also knew that cosmetic overhauls are not free and the only way my course makeover was going to happen was if I started selling the “less fancy, but super effective” version.
Honestly, if I hadn’t pushed myself to start selling before I felt ready, I don’t know where I’d be.
…probably still give my course a makeover.
If you are one of those people who likes everything to be perfect and is waiting until you “feel” ready before you put it in an evergreen funnel – I get it! I WAS YOU. I was right there, sitting at my kitchen table. Staring at my laptop. Wanting to make a million dollars…and feeling SO SCARED to put my “no-frills” course out into the world.
Well, guess what. I did it anyway. And despite the fact that my course didn’t “look” perfect, people STILL enjoyed it and STILL got results!!
So, to recap, if you’re struggling to choose WHICH course you want to go ALL IN with and build a profitable evergreen funnel for then ask yourself two questions:
1. What course do I want to be known for?
2. Which course offers the biggest transformation?
And remember…don’t wait for perfect.
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!