Today’s episode is JUICY, so I want to dive right in. I’m going to expose THREE myths about selling evergreen courses.
You ready? Let’s get started.
Evergreen Myth #1: I have to launch X times BEFORE I’m “ready” to go evergreen.
I’m not even sure where this idea began…
The funny thing is everyone has their own number. I was recently speaking at an event and someone in the audience said she heard that you had to launch 23 times before you were ready to go evergreen. When I asked her WHERE she heard that she started laughing because she had no clue.
A lot of people believe that they need to test out their messaging with a live launch BEFORE they are ready to evergreen, which I know from experience is complete nonsense.
There is no better way to test out your messaging and nail your offer than by skipping the launch and going straight to evergreen.
Just ask Amira, one of our clients who went straight to evergreen with a brand new $2,000 offer and generated over $90k her first month of evergreen.
The best thing about this is that you get A LOT more data with evergreen, so you can make improvements fast. Amira used the tools and resources we gave her to effectively diagnose what was working and what wasn’t within her funnel so she could make tiny tweaks quickly to maximize profits.
Oh, and for those of you who believe that the only people who make money are those who teach others how to make money – Amira’s $2k course was teaching others how to paint. Amira’s not the only one, we’ve helped people in a variety of niches from how to save your marriage to how to be an effective homemaker to how to take photos in natural light.
Here’s the truth – most people have terrible results with live webinars – that’s NORMAL. Now, if you WANT to do live webinars every single week for the rest of your life, then by ALL MEANS, keep going.
However, if your GOAL is to be evergreen, then you need to stop wasting your time with live weekly webinars and jump into evergreen.
There is A LOT more to building a profitable evergreen business than JUST the evergreen webinar and there is NO GUARANTEE that any success you experience with your live webinar will translate well into your evergreen sales machine.
Yes, what I am saying is that there is a good chance you will have to take the webinar you did live, throw it in the garbage, and start from scratch.
That’s because what works LIVE doesn’t work best EVERGREEN.
They’re different.
It’s the difference between riding a bike and flying an airplane. Just because you know how to ride a bike DOES NOT mean you’re ready to be an airplane pilot. In fact, you don’t even NEED to know how to ride a bike before learning how to fly a plane.
One is not better than the other, they’re just different and they SERVE different purposes.
Airplanes are able to go a lot further in a much shorter time frame.
Bikes give you a sore booty, but you get to ring a cool bell on the handle bars.
Look at Gemma, she was trying to sell a $497 course and when we first started working together, she had never even DONE a live webinar. That didn’t stop her. Once she was able to implement our evergreen methodology into her business, things really took off. She scaled up to $40k/mo within 6 months of working together.
So, the rumor “I have to launch live X number of times before I go evergreen,” is FALSE.
Evergreen Rumor #2: Evergreen webinars ONLY work for a certain price point.
Absolutely any offer can BE evergreen, but there are specific sales mechanisms that work best for different price points. My clients and I have sold evergreen offers priced at $300, $30,000 and everything in between.
However, I don’t know anyone that has sold a $30,000 offer straight from webinar. I’m sure someONE someWHERE has at one point or another, but I’ve never done it and therefore I don’t teach it!
What I HAVE done and what I DO teach is how to sell memberships and courses that are under $3,000 WITHOUT sales calls, directly from webinar.
As a course creator, your time is BETTER spent helping students inside your paid programs, listening to their feedback and making improvements to your course over time as opposed to spending all day long on the telephone trying to convince someone to invest in your course.
Now, just because you CAN set up an evergreen sales system that sells your course for you 24/7 doesn’t mean you’ll NEVER talk to prospects…ESPECIALLY when you’re in the beginning stages of creating your evergreen sales mechanism.
You’ll want to talk to people who don’t buy so that you can discover WHY they believe your method won’t work for them.
Everyone out there thinks they’re unique and special, which they ARE, but their problems are NOT.
For example, you probably have someone on your list right now that believes that your course will work for OTHERS, but not for them because of one reason or another…
…it won’t work for me because I have two kids
…it won’t work for me because I’m a vegan
…it won’t work for me because I drive a sedan
Now YOU know that you’ve helped LOADS of people in their exact same situation and helped them achieve incredible results…but, your prospects don’t know that.
They think success is NOT possible for them because of a specific circumstance.
It’s YOUR JOB to discover what these specific circumstances are so that you can shift their perspective and help them understand that those circumstances have absolutely nothing to do with their ability to achieve their desired result.
It is INCREDIBLY simple to overcome their objections throughout your entire evergreen sales process – but, you need to KNOW their objections before you attempt to overcome them.
If your offer is less than $3,000 you can absolutely sell via evergreen webinars and you DO NOT need to use sales calls at all. For a HIGHER priced offer, sales calls are more effective.
Evergreen Myth #3: Evergreen does NOT work for audiences that need A LOT of nurturing.
Everyday I talk to new clients who believe that for one reason or another their audience requires WAY MORE NURTURING than everyone else.
They are nervous that their audience isn’t capable of making a decision to invest during a webinar because until now, they’ve ONLY launched to their email list – full of people who already know, like, and trust them.
And I get it, I used to think the ONLY way to sell my course was with a challenge, live streams, AND a live webinar, not to mention MONTHS of nurturing emails leading up to the launch.
At the time I was selling a course that was $997 and I thought there was NO WAY that anyone would buy unless they’d been following me for ages.
I am not here to argue that selling to a warm audience is a waste of time…quite the opposite!
Warm audiences are GREAT to sell to, but if you’re looking to scale and hit those big revenue targets, you need to have an automated system in place that warms up cold people FOR YOU…quickly and consistently.
IF your content doesn’t stir desire AND illuminate pain points, your audience WILL take a long time to warm up…
…but, once you’re able to automate the nurturing process and optimize it so the PERFECT piece of content reaches each prospect at the PERFECT time…you’ll be pleasantly surprised that people can warm up rather quickly.
We use something called Behavior Based Automation to deliver what we call HVC or High Value Content. I won’t get into all the specifics of that because I go more in-depth inside my free masterclass, which you can find over on caitlinbacher.com
Like many of you listening now, I used to spend SO MUCH time creating content that was packed full of tips and tricks because I thought THAT would be the most valuable kind of content I could offer.
I thought my audience needed MONTHS of THAT kind of content in order to feel “ready” to buy.
Little did I know that creating this kind of content and forcing them to consume so much of it was actually doing them a disservice and PREVENTED them from reaching their goals.
Once I started creating HVC and distributing it through Behavior Based Automation, I was able to help my prospects move through the sales cycle and towards the solution they needed MUCH faster.
I don’t know about you, but I hate seeing people suffer. If I can tell someone has a problem I know I can solve, it drives me nuts to tell them, “I can’t help you until my next launch.”
So, it’s NOT true that some audiences need LONGER nurturing cycles than others. They don’t need to see MORE content, then need to see more EFFECTIVE content.
So, tell me WHICH of these myths have you heard before and have you heard any NEW rumors I should talk about next??
Follow me on Instagram @caitlinbacher and slide into my DMs to let me know!
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Thanks so much and make sure to tune in next week for another episode of The Caitlin Bacher Show.
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