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Welcome to Make More Money Without Selling Your Soul. The podcast for bold entrepreneurs ready to simplify scale and reclaim their time. I’m Polly Lavarello, Evergreen scaling strategist and cushy business pioneer. Join me and my occasional guests as we explore the themes of wealth, selling and well-being, because building a business that works for you changes everything. Let’s dive in.

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Welcome to part three in this mini series where we are talking about sales in 2025 and in the first part of the series, two episodes back I cover how to create breathing space in your business when you know things need a shake up, but you’re a bit scared too. Perhaps you’re already in a really cushy position in terms of a gorgeous offer, suite, a lovely team, but you can see the trend, and the trend is going downward, and you know it’s time to to address it, but you don’t know where to start. Episode one is there to help you. It’s all about clearing the decks. And while I just gave an example of what it looks like at multi six figures, this applies regardless as to where you are at in business. It’s all about finding your bread and butter revenue to give you the breathing space to grow. And I break down more what and how that looks like in that episode, in episode two, I covered the offer suite for 2025 how it doesn’t need to be complicated, how it doesn’t need to have all the bells and whistles, but how it does need to match the buyer journey that we’re seeing in 2025 where we are attracting clients with huge amounts of discernment who want to take their time to really feel like they can trust you, and often want to try before they buy. How are you facilitating that through your office suite and through your marketing now, today is part three and the final part in this series, because I had so much to say about what to do, where you are feeling the squeeze that many business owners have been feeling in 2025 and my business was no exception. This happened more actually in 2024 because I kind of jumped in super early, so we’re not feeling the squeeze. 

If anything, we’re on a massive upward trajectory in 2025 but that’s because I had my ear to the ground, and I’m still hearing people sharing the challenges I had back in 2024 so it feels like a really good time to be jumping in, because I’m not talking to you from the messy middle. I’m talking to you having come out the other side, having gone from being in a scenario where I allowed 80% of my revenue short term to be one to one revenue, and now, being in the position where 80% of my revenue is group program revenue, I’m back on track, and things are heading only in good directions right now. 

Things are pretty good, but let’s talk about visibility in 2025 because I launched in 2020 okay. I know some of you listening may have been around longer. I know some of you may have started sooner or more recently, and things have evolved. I think it’s almost like, you know, we all get a bit tired of people going things have changed. But it’s important to talk about change, because we’re human, and what does that mean we are it means we’re creatures of habit. It means that there can, there’s also a desire. Let’s be honest. You know, I’m a mum. I’ve got the mental load. I’m juggling enough things. If I don’t have to change something, I’d rather not do it. And probably for a lot of us, we entered the social media world with a level of trepidation. You know, we’ve come a long way to be in a place where we’re happy to be consistent, showing up in stories and sharing, you know, our three times to five times per week on the grid, the idea that we may need to be doing things differently, after all the you know, all the learnings we’ve done, maybe you’ve done many offers on how to go viral on social media, the idea that you may need to be revising your visibility strategy right now, particularly on top of already overhauling your offer suite. It may feel heavy because you are creatures of habit, but as you know, that old saying goes, you know, if you want to see things differently and get different results, you’ve got to do things differently. Okay? Now, as you know, I’m a big, big fan of not burning everything down. So when I say that, I am not by any means saying, jump off that platform, start afresh. No, no, no, no. But again, it comes back to a theme I refer to really regularly, and it’s your data and many of us.

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Or no that back in 2020 if you did a live, you would have a lot of people on that live right there with you. You know, if you did a post, it would get probably three times the engagement that it does now. At least mine definitely did three to four times, maybe five times, the engagement. But the whole platform has changed enormously, right?

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So a lot of us are still attempting to kind of grow our visibility on social media, to get as many eyeballs on what we’re doing as possible, without considering the way to really create visibility with impact in 2025 and that’s what I want to talk about today. But before I go more into visibility, let me just talk about why it really matters, and within what context does it matter in your business? Okay, I give, well, I kind of a visual analogy where, and if you, if you, if you can’t see me, you’re just gonna have to imagine this. Just imagine you’re looking at me on a screen, and it’s split down the middle. On that we’ve got one clear left hand side and one clear right hand side. I’ve got both my arms in the air, and I’m telling you that on the one side of your business, the thing that you want to have a lickety lick is your evergreen engine. Your evergreen engine is your freebie that goes to a mini offer, which, by the way, as I mentioned before, is the last thing you create. So in the early stages, it may look like a freebie to your core, offer to your then continuation offer. It’s that simple, okay, just a really simple, stacked offer suite. Now I say it’s simple. Once all this funnel is set up. You will be watching the data. You will be seeing how well various elements of your funnel is converting. And it is inevitable that you will be testing, trialing, tweaking, refining elements of that funnel till you get it to the stage where it’s like making cells in your machine, in your sleep machine. Okay, that’s what we want to get it to it doesn’t often happen overnight, hence why my 90 day accelerator includes another nine months of support on the other side, so that we are well into that space of like, Oh my goodness. How does business feel? So easy? Right? It’s not something that happens in three months. Three months we create the foundations, but those remaining months are about testing, tweaking, refining, getting it till you just don’t even really need to look at it anymore. It’s just doing what it needs to do. But that does take conscious effort. Okay? Now the problem is, and this is something I saw for a lot of my clients who are coming into working with me back in 2021 and something I learned to call out really early on, and you may have been guilty of this too, is that people get so excited by their funnel because it’s so tangible, right? You can see it. It’s something you have some kind of control over. You can decide, I’m building an opt in, and hey, you’ve got an opt in by the end of the afternoon. It doesn’t require any rejection. And it kind of can feel like some kind of armory around a very vulnerable sales human being, where you just feel that little bit more protected because you’ve got a lot of assets doing the heavy lifting for you. If anyone who’s worked with me will know that as we build those assets, boy, do we involve your people in that journey.

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It is not a solo excursion. It’s something you take people on that journey with you. But the temptation can be to massively hide away in that funnel that you are building and not pull your head up above, you know, above, to kind of actually say, Hi. By the way, I have this thing. It’s amazing, particularly if you’re remotely perfectionistic. It can be really easy to be like, No, I’ll only tell people about this when it’s 100% ready, when, when people are seeing the results I want them to be seeing consistently across the board, when that webinar has been re recorded with me wearing that lovely pink dress with those new slides that I worked on last week, we can come up with all of the excuses, and in the meantime, we’re De prioritizing our visibility, and then we’ll start to tell ourselves, Oh, nobody wants my office suite. Nobody’s interested in this funnel that I’ve been working so hard on creating. And actually, it has nothing to do with your office suite, and everything to do with the fact that nobody bloody knows about it

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because you have not been doing work to get visible and position yourself as an authority in your space. We need to do the work side by side. One is not more important than the other. You need to do both. Now, I know somebody would say visibility is even more important than the work that we’re doing inside the office suite, but I would disagree, because I believe the quality of the experience you create for your clients when they come into your funnel is the very reason why they come back, the reason why they stay, and the reason why they never want to leave the world that you’ve created for them. Okay, so I’m a big fan of making sure that you do spend time on getting it right, because it ends up becoming an asset that can work for you for years and years.

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Years and years, okay, but it should never be at the expense of inviting people in, even when you are designing it and building it, bringing people in on that journey saying, Hey, I am so excited to be developing this, or, Hey, I’m so excited to be redesigning what used to be this into this, because this, you know, people want to know. People are excited. And when you say, I’m going to be inviting the first cohort in, they’ll want to be on that journey. It won’t be brand new to them. You won’t suddenly be explaining something that you’ve been hiding away from them. Nobody is as excited about your funnel as you are. If you suddenly come out the woodwork saying, Hey, I’ve got a brand new thing. People will be catching up. They won’t just be like, Woohoo. I need it most of the time. You know, unless you are some super established, massive brand authority where people will literally buy your old socks, you cannot get away with that approach. Okay, so you need to be focusing on those two sides of your business. It’s really simple. It’s so simple if you’ve got visibility and you’ve got a converting money machine, Evergreen, Evergreen, lean machine that you can be tinkering with, that’s all you need for compound, consistent sales. It’s juicy as hell. So that’s why you should be paying attention to this episode. Visibility really matters. And if you think the visibility that you’re doing currently on social media cuts the mustard, it doesn’t.

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It doesn’t. And if you’ve been using exactly the same strategy for months and months, my encouragement to you would be to be revising where you get to have even more impact. So I’ve actually made some notes, because I want to make sure I cover absolutely everything. But yeah, I think the important thing to say here is in a world where social media reach is at an all time low, volume and visibility has never mattered more, and understanding how to create that outside of desperately trying to go viral is really important, because for anyone, I mean, I cannot include myself in this, but I have had clients go viral. I’ve had one client very successfully go viral because the content was super hyper relevant to the work that she does. But I also know of other people who’ve gone viral and will share that it made absolutely no difference to their bottom line. In fact, in some cases, it negatively impacted their reach. Okay, so virality is not the answer, but we do want visibility and volume and the platform that you appear on, or who you are trusted by means, most likely even more than the volume piece. Okay, so what you need to know is your evergreen funnel is going to shorten the sales cycle by letting people say yes to you. Now, the beautiful thing about having an evergreen sales system and an evergreen offer suite is that rather than someone discovering you and being like, Oh, I’d love to work with you now. And you’ve been like, oh, well, I’m afraid cuts just closed, so you’re going to have to wait now another four months. Like, can you see how that way of working and that way of your clients working with you, is massively flawed in 2025 when you consider the buyer cycle is already longer, do people want to be sat even longer waiting to come and work with you? If they’re finally feeling ready, they’re feeling ready. And if you have been waiting longer for sales, making somebody wait is not a good idea. But similarly, just taking them on as another one to one means that you are building an unscalable business model. So we don’t want to be doing either of those. So this evergreen offer suite that you have over here, this evergreen engine that’s working for you, is going to be your sales best friend, but it’s only going to make sales if people are learning about it all the time. And here’s the thing, organic marketing is cute, but it is enormously unpredictable. There was a time when people would come to me and say, Hey, do you think I could do the whole evergreen thing without needing to touch advertising? And I would do my best to support them in making that happen. We’d be very creative. We’d be looking at podcast touring, we’d be looking at getting on stages, we’d be looking at freebie swaps, we’d be looking at affiliate marketing, and yes, all of those things can and do work, but ultimately, the only massively controllable element that you can have switch on and off at your own delight, and that you can be continually refining to get them absolutely on the money is advertising. And I’ve got some clients who have Google ads running to the Evergreen funnel, getting evergreen sales in all the time with those really successfully and myself, as well as some of my clients, are using meta ads, and that’s Facebook and Instagram ads. To the uninitiated, I don’t believe they’re optional, particularly if you are happy to fly by the seat your pants, then fine. But if you have six figure aspirations and beyond you.

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It’s essential to have ads. You know, if you happen to go viral and suddenly you have massive growth to your list and things are in a really sweet spot, then you could technically choose to not run ads. But even in that scenario, I would still run ads, because my belief is, double down when things are good, don’t just wait for them to dry up, because that is not a good place to be in. Okay, so my recommendation to you, if you have a limited budget when it comes to advertising, is learn how to do it yourself. It’s really not that complicated. It can seem that complicated, but setting up a simple lead gen funnel gets to be really simple. I mean, it’s even simpler if you come into a place like my accelerator, where Katie is in there with her ads clinic, where you can learn exactly how to do it and be supported on the hot seat coaching calls with getting it to exactly where it needs to be. But I really, really recommend having ads if that is well outside your remit right now and you’re kind of cold sweating, then I at least recommend you look at your rinse and repeat marketing and bracket your social media efforts under that and then commit to a visibility strategy that is outside of that. So whether you decide to go all in on affiliate marketing for a quarter, or whether you decide to go all in on podcast touring for a quarter. I say a quarter could be a quarter two quarters. It really depends, again, on your capacity, but I would love for you to commit to something outside of social media. Maybe it’s pitching to get on more stages. 

And the reason why I’m saying maybe here is it’s really about working with where your existing opportunities are already I’ve got some clients who have PR contacts within the BBC and regularly get to appear on BBC ITV. And of course, we’re not needing to reinvent the wheel there. PR is already working in their favor. How do we get it to work harder for them? Similarly, I’ve got people who are so articulate and communicate with such grace and ease and magnetism that, of course, it makes total sense to be getting on more podcasts. I’ve also got clients who’ve got amazing networks which are complimentary networks who do not compete with them, and therefore affiliate marketing is the most obvious thing they could be doing. In some cases, I have clients where they’re like, oh, yeah, I’ve got that peer friend who’s got 20,000 people on their mailing list. And in that scenario, again, it’s like, you don’t even need to find loads of peers. Simply have a good conversation with that one person with that enormous mailing list of hyper relevant people who’d be a perfect match for your offer that doesn’t compete with theirs. And what difference is that going to make to your business? Month, it’s going to be enormous. So sometimes we can, like, distract ourselves and be in the weeds with like, Oh, do you think this reel makes me look fat, or is this carousel going to work? Or should I be using this CTA? And we can get so bogged down in the minor detail we’re missing the bigger opportunities. One simple way to ensure that you’re not missing the big opportunities is to put it in your diary, literally. Schedule time, big thinking time. Take yourself to a nice cafe, if you like. Look at the landscape, look at the peers you have in your world. Think about what the opportunities are. Do they have an amazing podcast? Do they have an amazing social media following where they do regular lives that you could go and be a guest on? Take this time to survey the landscape of your business and the opportunities that are available. I promise you it will be time well spent, because when you identify that one thing and make a promise to yourself to act on that one thing in that one week or and if needs be, if it’s like a bigger ask, then you can take longer. But what I’ve generally found is even just reaching out and saying, Hey, how are you that can be my first step sometimes will I figure out what follows on from that, but just make the ask. The more often you do that, the more easy it becomes, the sooner you stop getting in the weeds with your social and before you know it, shock, horror, you may be outsourcing that stuff so that you can purely be focusing on these big needle movers, which are going to bring so much more revenue into your business than any of these small, repeatable tasks that you’ve been doing already. So there we have it. I hope that has helped you when you’re thinking about visibility, that the number one thing I really want you to take away from this episode is do not get so in the weeds with your regular habits that you cannot look at the landscape of your business and not see where there are enormous opportunities outside of social media. If you’re like me and you’ve been in business several years, you will have peers, you will have connections, you will have clients. You will have opportunities that you can either choose to ignore and carry on playing small or you can throw, throw your hat in the ring and risk rejection. Sure, risks feeling like a beginner again, but also risk enormous wins coming your way too. And who doesn’t want those? You totally deserve them. So don’t place more with your visibility strategy in 2025 and you’ll be seeing even better results than you have ever seen before. This isn’t about trying to get back to where you were before. This is about exceeding that moving forward. If you found today’s episode helpful, please do share it with other business owners. I love this series to help as many business owners as possible. I absolutely hate to hear anyone saying they’re struggling at the moment, and I know these three episodes are exactly what those business owners need to hear. And of course, if you want support with creating your evergreen engine in September, I am taking on the next cohort for the accelerator. So if you want to be one of the five being enrolled in September, you can check out the details and watch my free training in the show notes below.