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Welcome to Make More Money without Selling Your Soul with me Polly Lavarello, evergreen marketing expert. This podcast is for you if you are an online entrepreneur who is looking to simplify their business to scale.  On this podcast you can expect to hear regular talk about wealth, about selling and about wellbeing. Because I believe these three core fundamental things are pivotal to your growth moving forward.

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Hello, and welcome to Make More Money Without Selling Your Soul with myself Polly Lavarello, cushy, business pioneer and evergreen marketing expert. And today we are talking about are webinars or master classes, whatever you like to call them are they dead. I feel the need to stop your blood pressure from elevating too high, particularly if you are an existing client and panicking. Hold on a sec. I thought they worked. They do. I know I just ruined it. And I’ve ruined the whole episode by giving it away that webinars do work.

Well let’s get into this. Like why is this even a conversation? Why am I sharing this, I’m sharing this and I chose a really click batey title because we see it all the time. And don’t worry, I’m also going to get into the engineering of a masterclass and why they work and how you can make them work for you. But before I get to that, I want to speak to a really important point here, which is that there are a lot of people in the marketing space who want to push a certain agenda. So those who have really successfully live launched will say live launching is the best and only way to scale to seven figures. For example, there will be people who scale to seven figures with evergreen and will say evergreen is the only way to do it. There’ll be people who will say forget webinars do reels there’ll be people saying forget reels do blogs, there’ll be people saying forget blogs have substract there’s always a trend going on one of the most important things you can do as an entrepreneur is to put your blinkers on and focus on you and your business and what is working best for you. So I assume if you’re listening to these podcasts is because there’s something about evergreen that you trust is going to work for you is obviously various different advantages to Evergreen, which I’m not going to dive into right now. But there’s obviously something about it, whether it’s the spaciousness, whether it’s about the predictable and measurable and forecast double revenue, whether it’s about the brand or authority that comes alongside it, whether it’s about that clarity that you’ll have as to what it is that you stand for what it is you’re inviting your clients into, whether it’s that lack of pressure, you’re suddenly feel around live launching, because you know that this is an offer that you’re selling year round. So if that particular live, launch, push doesn’t do very much, you’ve got other tricks up your sleeve, there’s a multitude of reasons why people go towards evergreen marketing. And ultimately, it’s figuring out what works best for you. Like if I was in my 20s and childless, maybe I’d be all over life launching, I am in my late 30s, a mother of two children with additional needs.

So I love Evergreen. And I’ve got clients who have had a variety of different reasons as to why they love evergreen, maybe it’s because they love horse riding. Maybe it’s because they live on a farm with loads of animals, maybe it’s because they’re a pop star. Yes, I’ve genuinely supported clients with all of these predicaments. And that you know, they will have totally different motivations to have evergreen businesses to allow them that spaciousness to essentially live their lives, you know, and grow other parts of their careers, or be there for their families, because they want that, you know, they want to be able to wake up to sales notifications, without the concern of feeling like they need to be constantly gearing up towards the launch recovering from the launch gearing up to the next one is exhausting. And that on top of actually looking after your clients, it can be a lot, right. So I promised in the last episode, I was going to talk to you about what we did differently. And this is still true. By the way, this is all ties into the theme of our master classes dead. They are not. And what I will say is, you know, for example, Harriet who did a live for me recently. So if you go on to my Instagram account and have a look at my most recent life with Harriet, she shares how her funnel that’s been running for two years now, with exactly the same webinar has generated her multi six figure revenue, what she referred to as life changing revenue. I’ve got another client who launched her webinar back in 2020, who is still in a she made seven figures within six months with that particular offer with that particular funnel, who was still running ads to that very same webinar, which is still generating her revenue. So we have to be really mindful of you know, how we may consume stories and because they suit a certain agenda for us or they suit a particular bit of information we’ve received recently that will then make it mean what we think it means and actually it might mean nothing okay?

This is why law to get myself in rooms with other successful business owners who are doing it in a variety of different ways, because it’s a reminder to me of what’s possible, particularly if I’m going through a sticky moment in my own business, and starting to question, you know, are people still buying is this still around, like, if I have evidence of other people succeeding, it’s a reminder that it is out there it is there. Okay. And you may just be one failed webinar away from a successful on which actually, again, is something I talked about with Harriet and our live together, where we discuss the fact that when she came to work with me, her first webinar flopped, and I love speaking to this, because so many people don’t put offers out there because they’re afraid of failure. And what was really beautiful, about Harriet’s response, which was such, like, a classic entrepreneurial response, which was rather than to kind of make it mean too much, rather than let it drag her down and make her fear, where, you know, rather than getting consumed on a trajectory that her business may be taking her in, because it’s not worked immediately. Instead, she sat down with me on a call, we ironed out what was working and went, Okay, we can leave that let’s forget that that part’s working, we don’t need to look at that, again, that’s perfect. What are the bits that aren’t working, and we worked out what they were, we gave them a little gentle squeeze, repositioned a couple of things. And that same webinar that she launched two weeks later successfully has been the same webinar that’s gone on to generate multi six figures off the back of one that if I remember correctly, I don’t think it even generated one sale, that first webinar. And you know, it was it was she was able to launch it again, two weeks later, not because she’s a workhorse, but because her webinar was only a few tweaks away from being what it needed to be to be one that’s gone on to generate multi six figures.

So you know, there is this tendency in the online business space to throw the baby out with the bathwater, and yes, I’m gonna bang that drum again, because it’s one of the things that frustrates me the most that people like that often didn’t sell, it’s crap, I’m getting rid of all of it, that funnel didn’t work. It’s crap, I’m getting rid of all of it. That webinar didn’t convert, it’s crap. I’m getting rid of it. And they then go back to the beginning, again, why would you want to go back to the beginning, again, it makes no sense, it makes so much more sense to look at the data, give yourself a pat on the back for all the elements of your funnel that were working. And I can guarantee you, it’s highly unlikely that none of it worked. Tell yourself cool, I don’t need to look at those bits. Again, take that off your mental shelf, and your physical, digital shelf, whatever, and focus on the bits that need refining. And when you commit to your business, like an engineer would to running their car and making sure that you know, you wouldn’t just have your car break down and go, that’s it, it’s a write off by you would you would take it to the garage, wouldn’t you and you’d have that you know, you’d have a garage man. Mechanic, that’s the word. You know, look underneath the unit.

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I don’t know much about cars. I’m gonna stop this analogy right here before I embarrass myself. But the main point here is you wouldn’t just write off something that that is a vehicle towards where you want to get to your business, your funnels, your webinars, your offers are the vehicle towards the success you desire. Don’t just leave them by the roadside, don’t just chuck them in a heap, when they don’t work for you come back to them. So on that theme on that understanding that yes masterclasses do work, I’m also going to share with you why in that case, I chose to do things a little bit differently with this launch, and what I’m excited for. And what I’m seeing more evidence of in general. And let’s see if it’s helpful to you, maybe there’s something within what I’m sharing that will be relatable to what it is you’re doing in business. So first things first, when you have an evergreen business, and this is something actually one of my clients in my mastermind reflected with me on our call yesterday, she reflected that it’s so nice launching new things like private podcasts or new funnels or new ebooks, because there’s this pressure that’s released from the outcome. Because you have an evergreen offer, you’re not reliant on this one thing working to have a successful quarter because you’re selling the same thing every day.

So if that one particular thing, you’ve invested some time and energy and doesn’t reap the immediate rewards, one, there’s that confidence that you can come back and refine it. And two, there’s an understanding that that’s not the only way you can generate sales in your business. There are numerous other ways you’re making invitations to people to come and work with you. And between all of them, you will see success and that’s really exciting. But with this new offer, because I think I’ve had master classes that have evolved revolved around evergreen and scaling and group programs for two years now. I was really excited to to launch a masterclass with a difference And so what I decided with the masterclass I launched most recently, which yes, the link is in the show notes. So you can go check it out after listening to this episode with this additional lens to look at it through to kind of think about how that could work for your business. I wanted to make it different. And one of the things I’ve seen more evidence of in the last year or so, perhaps even 18 months, is that people aren’t just selling you on the vehicle to the transformation like a traditional masterclass does. What we’re seeing a lot of at the moment is people giving away ways to understand what it’s like to learn from them. So whether that’s like lead magnets that genuinely are tools that help people see a certain results, whether that’s an invitation to a roundtable, a digital roundtable, where you get to sit, you know, for example, if you’re selling a high end mastermind, then that would be a really nice way to get a sense of what kind of space does that person hold? Like, it’s one thing to consume their marketing content and get value from them. It’s an entirely different thing to actually be in their space and to see what kind of women do they invite into their world? What kind of energy do they bring? And how how does that person harness that energy in a group container and make it a wonderful experience. So we’re seeing a variety of different ways that people are inviting people in now this new offer of mine is not a super high ticket offer. In fact, it’s barely even high ticket.

So I knew it needed a different approach. And so what I did is I put myself in the shoes of my ideal client who I want to come and work with me. And I thought about what is the thing, and I encourage you to do the same if you have if you have an offer? That’s around 1000 pound to 2000 pound mark. Think about even 3000 pounds to be honest with you think about particularly if you’re already running a masterclass by the way, and you keep on hearing the same, like, Oh, I’d love to but what comes after that. But if it’s old time money thing, then chances are you’ve not pinpointed the value of what it is you’re inviting people into enough for them to not recognise it’s worth their time, and it’s worth their money. But if there is another genuine part where you’re like, Oh, I wish I could help them with this. Think about what that is? What is it that they don’t have enough awareness around? What is the thing that would give them the confidence to move forward? What evidence can you give them of what is possible, so that they trust that moving forward with you is the right decision. So in my case, one of the things I knew from like the get go when I first started doing master classes around creating high ticket offers, creating group programs, creating scalable evergreen group programs is that the one thing I hear particularly from those earlier on in business, who are most likely going to be I mean, I’ve got pretty established business owners actually who’ve joined when you offer, but there will be a combination right of different people. Some people will be early on in their journey, let’s say in the first two, three years, they’ve got established expertise, but group programs are still very new to them.

What is the one thing that stands in the way of somebody feeling confident enough to invest in being supported with launching their group program? What is the underlying fear, legitimate fear that is going to stand in the way of them taking action? I’m really happy I’m really drawn this out, aren’t I? It’s not trusting that they can create a group program that’s going to sell. That’s the fear, right? Because if you knew when you signed up, let’s say with me with my offer, which is all around launching a group program, by the way, just in case you didn’t know if your fear was, what if I did all of that, and it didn’t work. And so therefore, I’ve just invested around 1000 pounds in an offer that actually isn’t going to give me the result, I’d say so it’s more about 1.5k. But anyway, if you did that, and you were like Oh, but what if I did that and then I didn’t make my money back? That’s awful, right? Nobody wants to worry about that. Like that’s such a horrible thing to worry about, which is why if you listened to my previous episode, I talked about my promise my promises if you do not make any return on investment in those four months that we work together, then I have then something here is not working right. And that means you get to go through the container for another four months because my protests about process protest. My process is tried and tested. My process is tried and tested. So I know you know it’s the same process behind multi six figure launches. So I know it works. So I know if the results haven’t happened, maybe life is life thing. Maybe something has gotten in the way maybe you got like whatever it is. I want to be sure that when people come to work with me, they come out the other end going this has changed the trajectory of my business like my business will never look the same again. I have so much more clarity. I have so much more ease. I feel like a C Oh, that’s what I want to hear all my clients saying, okay. But if, if they can’t even get there in the first place, because there’s this overriding fear that they don’t you know that perhaps they want to one work doesn’t translate to group program work, or perhaps they’re not clear enough on who they’re going to help, or how they’re going to help them, then there’s very little chance right of that person deciding without a sales call, that they’re going to work with me. And this was another fundamental piece here, right? Because the offer is very low ticket compared to all my other offers. I’ve really wanted to create a sales funnel that didn’t require me to get on sales calls, I wanted it to be that I could answer questions via DM, which I’ve done a few of those, there’s been a few back and forth.

If you’ve got voice notes, I’m available for all of that. But I wanted to create a funnel where it was clear enough who the offer is for what problem it solves, and create a training that gives them a flavour of what it’s like to work with me. What it’s like to learn from me how know the environment, I create the questions I ask the reframes I provide for them, to kind of get a small win from that training, with an invitation to understand that there is much more than just getting clarity on your group offer. Like once you have clarity on a group offer, you need to make the invitation and I’ve even provided a template for people who do that training to make that invitation so that they leave the training not only with more knowledge, not not only with an outline of their offer, but with the confidence to actually pitch it to their existing following. And ideally, in the ideal scenario, what I’m dreaming and wishing for. And what I’ve already had evidence of with this specific template, you know, I’ve had something come to me and work with me off the back of sending that template to their following generating, so many, I mean, 30 something 32 In the end 32 expressions of interest, and enrolling five people into a group program that didn’t even exist until she got on a call with me and we mapped it out together. So you know, I know this time, like all of these things are tried and tested. I know this template works. And now the training. I mean, someone got back to me last week and said not only am I clear on my group program offers actually helped me reframe my entire office week, someone else shared with me, they’ve gone and updated their Instagram bio, because they feel so much more clarity on how they position their messaging and how they invite people into their world.

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It’s been phenomenal. So what I’m really excited by now is that there is this training. And I’ve obviously shared with you just now why I created the training, I created the training, because that was the thing that was stood in the way of people deciding that they were confident enough to come work with me. Now, of course, there’s some people who already have a great program will come and still work with me. But the difference is, is that they can look at that same training through the lens of auditing their offer to ensure it’s ticking all those boxes. So it’s a kind of win win training, and that whether it’s helping you improve your existing offer, or helping you formulate your first one, people are leaving with a when they’re leaving with more clarity as to what it looks like to work with me. And there’s a really direct invitation to take, you know, essentially they’ve built the ship now, let me help you take it to see. And that’s the invitation in terms of on the other side of my offer. So I’m really, really excited to see how this goes down. I think there’s going to be a huge trend towards a lot more of this across the next year, this whole sense of gatekeeping, what it’s like to learn from you. And the sense of kind of teasing people with morsels on the other side, I just don’t think cuts it anymore. I think if you want to have a successful evergreen business, you want to combine an element. I mean, also, by the way to be really clear here. When I say free training and a free taste of what it looks like to work with you. It doesn’t necessarily need to be free, particularly if you’re working with super high ticket clients. And maybe just instead that you have a few kinds of trainings that people can buy at a relatively low investment.

To get a sense of what it’s like to learn from you like one of the last one to one mentors ever worked with. I went to work with her off the back of a mastermind day, the one prior to that I went to work with off the back of a couple of free trainings she had on a specific kind of empowered pain point I had my business at that stage where I was like, well, let’s see what she has to say about this. And after learning from her in that capacity, I felt confident she could help me in other areas of my business. So it’s just ensuring whether it’s through a masterclass funnel, or whether it’s through an invitation to an actual live call with yourself. But to not kind of feel like you need to be marketing at people and presenting your value to people all the time. And instead just actually giving them a flavour of what it’s like to learn and implement alongside yourself.

Now obviously, if you are in a holistic space implementation probably look very different to what it looks like with me. But thinking about it through that lens. And if you can layer on top, what is the thing stick between my ideal client and an easy yes to working with me and create a solution to that even better? And like I say it doesn’t need to be free. It could be paid and just a really low ticket investment. But these are the things that I will be experimenting with Over the next year, and certainly this training has now gone evergreen so people can get it on demand. And I’m really, really excited to see what results that creates. So yeah, if you haven’t already got ways for people to learn what it’s like to work with you definitely think about how you incorporate that in your business marketing strategy in the year ahead and see what it does for you and your business results. So I hope today’s episode was helpful. I will be back next week talking even more with more of a launch breakdown and even more behind the scenes I will think about what it will be specifically but the launch hasn’t closed yet. So let me get to that and when it has I will come to you with even more.

Next week I’m going to be talking about numbers and what to be watching to ensure that you are not throwing the baby out with the bathwater when it comes to making decisions in your business. I’m so looking forward to recording that for you. And if you enjoy today’s episode, please be sure to share it and as I mentioned earlier, if you want to get access to that training I’ve been speaking about on this episode, just go down to the show notes and look at Polly Labriola look properly leverage.com forward slash better than the rest group program. Click on that and it will take you through to my on demand masterclass or simply DME the word Diva and you’ll get access that way too. Alright, see you next week.