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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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Today I’m talking about is now the time to go Evergreen, and of course, knowing the title, the title that I hold, or that I refer to myself as as an evergreen marketing expert, you, you can probably guess what the answer is. Yes, yes, yes. I mean, like you should have been doing it yesterday, . So let me tell you a little bit about my story and what led me to believing that Evergreen is so freaking powerful, that I’m willing to talk about it all day and all night, and heck even put the word evergreen in my business title.

and it’s, it comes down to this. So I was at capacity with one-to-one, and this was in the context of actually running Facebook ads. And I’d done some clever things in terms of turning more into an agency model. I had a team member who was supporting my clients, but I saw that even supporting seven figure and eight figure clients, I saw them asking similar questions time and time again, and I started to recognize that my role as a Facebook ads manager was well as a Facebook ads agency owner.

It then kind of morphed into, became so much more than that because ultimately there was. So much consulting happening, which makes sense because prior to learning about Facebook ads and running Facebook ads for clients, I had about 10 years of digital marketing experience behind me. So there was so much more I was bringing to the table than just my Facebook ads knowledge and where I could see clients making really obvious errors in their positioning, in their marketing, in their.

Messaging in, you know, how who they were targeting or how they were targeting them. I found it really hard to kind of stand back and not not get involved. Um, and I started to recognize I could really quickly see where a launch was destined to do really well and where it was destined to flop. And I started being really selective about my clients because of that, you know, I would really quickly ascertain.

I don’t think you have all the assets you need in place to scale, and so therefore I don’t think we should work together. And that obviously upset a fair few of them, and I really, really, really wanted to help them. And I had my own problem, which was I had kind of reached the peak as far as I wanted my agency to go.

and I knew I wanted to be creating more impact. I knew I wanted more stability and I knew that ultimately the level I was working at wasn’t sustainable long-term. I wanted more spaciousness in how I was doing online business. I was recognizing that a lot of these clients I was supporting to make a lots of money, that there was no reason why I couldn’t be doing the very same thing, um, and that I had a lot to bring to the table.

So I was really excited about the idea of creating content that would support people in the online business space gain the knowledge that I have to help them run more successful businesses. And I tried it in various different formats. I started off with a very small low ticket group program and that that did pretty well.

I really, really enjoyed the experience, but I found launching really exhausting, really, really exhausting. And the first launch I ever did was actually just off the backend of me having covid. . I don’t know if you’ve had Long Covid. I hope you haven’t. Uh, or if you’ve known anyone who’ve ha, who’s had long covid.

But I actually found it seemed to get worse as time went by. So when I tried launching a second time, the second time I was launching a membership, which I thought, well, this, this feels more sensible because it’s something people can sign up to at any time. It will just gradually get bigger and bigger and bigger.

There’ll be more and more resources. It’s gonna be fabulous. I did that launch and I remember after. Just being so incredibly tired and I think it was around then that I recognized I’d had my first six figure, no, was it six figure year or was it 10 K a month? I feel like it was a 10 K month off the back of that launch alongside, you know, the one to, no, the Facebook ad agency services that I was also running.

And I remember reaching out to my business coach and just saying, I know, you know, 10 K months is what everyone in the container that I was in was looking for. And it didn’t feel good. It felt like there were a lot of expenses. It felt really energetically draining. And then that was just the beginning of the work.

I still had to build out the membership. I still needed to make sure my clients in there were happy. . And so the membership came about and I recognized because the energetic investment, the financial investment was low, people’s participation was also a bit lower. It was almost like, you know, when people would say to me, I’m doing this membership alongside X, Y, Z, I was like, I understand why you’re doing that because your investment in the membership so low, why wouldn’t you sign up for other things alongside?

And at the same time, I was. This gets to be the centerpiece. Why would you need anything else? So within, I think about six months of running the membership, even though I was consistently inviting new people into the membership and they were the loveliest people in there, I closed it down because I just recognized it wasn’t benefiting either of us, either the client or myself, because.

I just, I, I wanted something with a clearer, pure intention as to what it was they were achieving and what they were gaining from being with me and where they were really truly invested in, in the transformation. . So I’ve kind of experienced what it is to have these things. I also created a very cheap online course thinking that might be the thing that did really well on the side, that as people came to me who couldn’t afford to work with me one-to-one, they could then buy my online course.

And all of these things kind of made pocket money. None of them did too badly. And of course there was always a thought that if I pushed them a bit harder or. Spoke about them more, that they would’ve done better, but ultimately it just felt like I was constantly trying on new things for size and none of them ever fit quite right.

And I was just bored of feeling like I was constantly having to make things up. And what I did was I looked at all my agency clients and recognize that those who weren’t live launching and those who had evergreen business models, Really seemed to have this stuff sorted. , like most of them were working the least hours, had the smallest like team set up, had the biggest profit margins, just had simplicity baked into everything they did, and it was so immensely appealing.

And so it was a no-brainer to me. I, I, I knew I didn’t have the energy to be regularly launching. I knew I had gifts I wanted to be sharing with the world, and so it made total and utter sense to me to create a high ticket kind of mentorship meets Mastermind for people who want to turn the high ticket.

Group coaching program, evergreen. And so that’s what I did and it’s been an absolute game changer for me from the moment I launched it. I already had my first ever 25 K month, which was more than I’d ever achieved live launching. And then when I turned to Evergreen, because a number of people who joined the original container decided to renew.

I had my first ever 40 K month by, and that was in April. By August I had my first 50 K sales month, and it’s just grown and grown since then and it’s amazing how at this stage now, a year on, in fact, no, sorry, not even a year on really, it was only April that I turned things evergreen. And so now it’s been about eight months.

You know, it’s got to the stage where without even actively inviting people into the container, I’ve already invited two new people in just purely off the back of everything I’ve been sharing over the last eight months. And this is what’s so exciting about Evergreen. It’s the compound effect. Anyway, that’s my brief little introduction that wasn’t so brief after all about why it’s been meaningful to me.

And this is who it really helps. It really helps people who similarly, Similar to my position, well either at capacity with one-to-one and thinking, this is great. I’ve achieved this. I’ve got loads of expertise to give. I’m answering a lot of the same questions all the time, and there isn’t really much wiggle room.

Now I can increase my one to run rates, but there’s obviously, well, there’s never really a cap on how high that can go, but a lot of people ethically will field as a cap on how h, how high they want that to go. And that makes total and utter sense, right? So they’re either at that stage where they’re like, oh, I thought this would feel amazing, but actually I’m working long hours.

I’m tired. And I’m wondering what the escape route is from this, where I get to build a business that makes me money that doesn’t consume all my time. And similarly, other people who perhaps have successfully live launched in the. Perhaps had some not so successful launches in between and they’ve fed up with the inconsistency, they’re fed up with the feast and or, or famine.

You know, they might be really excited one month where they’ve made, you know, I don’t know, 30, 40, 50 K, uh, perhaps even just 10 K. But then it’s that sense of, oh my gosh, I’ve had to pay for ads. I’ve had to pay for a V or just hired an obm. The idea of making this a kind of continual thing. exhaust me. So it means I’m gonna have to continue hiring, but if I continue hiring, how can I be sure I’m gonna earn enough money to pay them?

I mean, it’s a, it’s. You can see why it can all get a bit too much. And at that stage, that’s where people quite often just wanna throw in the towel. And this is what’s so exciting, is that you don’t need to throw in the towel. There is a solution. It’s achingly simple and it’s readily available to you right now.

I mean, there are also people out there who come into my world who have expertise, but perhaps no experience running a group program before. And you know, you can, you can go evergreen. Without having had, you know, run an EV a group program before or without being fully booked one-to-one, I’ve supported people successfully in that space too.

So if you’re listening and you’re wondering, could this still work for me? Yes, it can. I think the really important piece here is the expertise. If you don’t know who you are supporting inside out, if you don’t have. A firm skillset to be leaning into, to support people with. That’s the kind of stuff you cannot make up, but you can learn who it is that you are marketing to.

You can learn and create what it is that somebody needs, and I do support people with all of those things. But you do need the expertise in the first place. I mean, I know that should sound obvious, but sometimes it apparently isn’t. Not in my experience, but what I see in the online business, But the question that a lot of people ask me when they recognize all of this, they’re like, yes, Polly, I raised my hand to all of those things.

I am that person. But, but will it work for me now? I work, I support a lot of people in the wellbeing space and so a lot of them are quite dubious and skeptical cuz they were like, I’ve heard of these kind of things before and they may well work well for other business coaches, but how do they work for somebody where I’m really supporting people with deep transformation.

You know, and I’m really helping them on a kind of soul level, almost a cellular level, who knows? But, you know, really, really supported like deep, deep work that’s really personalized to them. Well, I’m meant to tell you, yes, evergreen a hundred percent can work in that context. Um, in fact, it can actually almost be more powerful because where you create a program where the learning materials are pre-recorded.

it allows you to have much deeper coaching sessions where you are not talking surface level teaching materials, and instead truly supporting them with any mindset blocks or anything that comes up for them around implementing what it is they’re learning inside the program. So it’s immensely powerful and the experience of coming into a container where there are already people on that journey can be immensely inspiring for somebody who’s entirely brand new.

I know when someone comes into scale with a power one, And they’re looking at, you know, all the things that they’re going to need to do to get to the stage that they’ve launched, their evergreen offer. Sometimes it can feel like a, you know, bit of work. You know, it’s there, there’s no getting around it there, there’s stuff to be done.

We don’t just click our fingers and it all materializes. If it was, there’d be a lot of us making a hell of a lot more money. You know, there is some work involved, right. But when they see other people inside my program who are talking about like, oh, I’m fully book for the next month. What, what? What can I do about that?

How do I create a wait, wait list? How do I create a cool triage system because I’ve got so many calls coming in that motivates the heck out of them. And obviously I’m talking about it in the context of. What I do, but this works in every single sense you can imagine. If someone’s coming in thinking, I can’t imagine my children ever liking me again or behaving well or, or behaving well, perhaps not the time, but you know, feeling less anxious, seeing parents saying, oh, now my child’s so chilled out.

Um, actually it’s really hard getting them out the house where before I was trying to stop them running out the front door. , they’re now chilling out. You know, like they, they’re like, oh my gosh, it does exist and it does happen. So it’s immensely powerful. And similarly for those who are deeper into the transformation, when they see new people come in, it’s a beautiful reminder to them as well of how far that they’ve come and creates a really delicious community where each other is supporting one another.

Cuz reality is when we go into cohorts, the, the, the belief that all of us will all stay at the same level is totally inaccurate. You know, life happens, whether it’s a child’s or who’s poorly, someone goes on holiday. Someone just doesn’t quite grasp the content as fast as each other. Ultimately, these are the dynamics that occur whether or not you have a cohort.

So the difference by having an evergreen program that people can join at any time or monthly or quarterly, whatever works best for you, is really, really powerful. It means essentially when someone discovers you and knows you are the person that you wanna be supported by, you don’t have to turn them. And there’s so many capacities, you know, I support people.

Like, for example, one of my clients supports people with i b s through hypnotherapy. And I was saying to her, you know, someone’s not gonna come along with I B S and go, oh, you’re not launching for two months. Okay, I’m just gonna sit here on my horrible, excruciating symptoms and wait till I can join one of your programs.

They’ll want to join right now. Which of course is why she’s super busy. Um, so, you know, these are things are all super per p. So here are the kind of three, perhaps less known advantages of why going evergreen is so powerful. Now, the beautiful thing about Evergreen is when you have a high ticket offer and you only need to sell a handful each month.

You know, my, my program’s about 10,000 pounds, 9,000 pounds if you painful, if I only sell three of those each month, that’s already a three 30 K month. If I sell three a month across the year, then I’ve already had a 300 K year and three sales a month. Dean, that’s less than one a. It’s totally, totally doable and because of the money I make back whenever someone invests, I can afford to be advertising and I can afford to have a team who helps me with all the messaging and, um, supporting the, the people inside the container to make sure they have everything they need.

So essentially the only hours I’m having to really show up are the two 90 minute coaching calls I do on a Tuesday. And the few one-to-ones I do that support the people who’ve just come in into the. So I probably spend a maximum, I, I don’t know, about 10. I’m trying to work out what it is now. So that’s 3, 6, 9, 12, probably about 30 hours per month on the coaching program.

Um, obviously it was more when it first started and there was a lot to create, but it really gets to be the, you know, the hours involved looking after. A a group program, a high to gig group program get to be really incredibly spacious. And with that consistent revenue and the trust in your ability to attract the number of clients you need to hit those revenue margins means that you can hire more confidently.

And rather than thinking like, oh my gosh, I need to bring 20 or 30 people to ensure I hit my financial goals, it gets to be really, really spacious. And what’s really exciting is advantage number two. Which is that the people who come in to work with you are so empowered. There’s no scarcity that you need to employ, there’s no, um, urgency that needs to be deployed.

You’re not telling them you need to sign up now, otherwise it’s not gonna happen. They will come to you when they’re ready. They’ll be in your world. There’s so many people who pop up in my, like in my world, in my dms, I dunno, three, six, sometimes nine months later saying, I’m ready now. I’m all in. And you know what, I’ve never, ever once so far in skill with a power one.

Touch wood had to issue a refund. Nobody has ever wanted to drop out early or wanted their money back because they came when they were ready. Do you know the amount of refunds, and, uh, you know, dropouts I’ve seen in other group containers. of the fact that they pushed people into buying when they weren’t actually ready.

Through V various icky tactics that I certainly never deploy. I have the most chilled out sales calls ever because if you are not ready, if you are not committed, if you are not ready to go all in and trust in yourself, cuz this isn’t really about me, this is about you and your. Your desire to trust yourself.

I mean, obviously there’s an element of what I bring to the table in terms of if you showed up and the program was all made up and there was nothing in there, then of course that that part lies on me. But where I deliver a good program, where I deliver the tools, Ultimately, the rest is about how much you’re willing to back yourself.

And I’m not here to tell you when you are ready or if or how you should back yourself. It’s ultimately a question for yourself if you’re ready to back yourself. And so the people who come in are all in, which is why the results are insane inside the container. So many people within a few months are already making their investment back.

And again, that’s because they come in when they’re ready and ready to be. I’ve had people in the past. I’m about to go on maternity leave. I’m about to go on holiday. I feel like I need to take a month or two, like slow my business. And I’m always like, yeah, go for it. Go for it. Come when you’re ready. Come when you’re ready.

Because why? Why would I rush it? Oth Why? Why would I encourage it to be any other way? You’ve gotta trust yourself. and I as your coach, I’m here to remind you to trust yourself and certainly not to do the opposite. So that’s what’s immensely powerful. You don’t have that stress when you operate in this way that I feel lends itself to being a way more ethical way of marketing, a way more ethical way of supporting people where you have that transparency around how and when they can work with you.

Of course, there are various advantages to working me at different times of the year, but ultimately, again, that’s still up to that person if. The reason why it’s worth jumping in now or not. And finally, what’s super exciting is once you have this program, once you have this expertise, that you get to go deeper and deeper and deeper in until you really are have extreme mastery around it.

Is that this is so incredibly scalable, hence why my program’s called Scale With the Power of One. The early stages of the program are purely about growth for most people. But once we get to the stage where you have your team, you have your processes, you have your systems, you have your signature program that everyone knows you for.

That my friend is incredibly scalable and this is what we recognize within, you know, 10 months of one client who’s been in my program. She came in and has gone from totally updating what her group program was because the first one wasn’t doing as well as she wanted it to. We are now running ads to it and she now consistently with a thousand pound spend on ads.

Is attracting in four new clients each month. If she wanted to make it five, she knows she’d just have to spend a little bit more to be bringing them in. And those five clients are generating her 20 K revenue. And this has happened now three months in a row. So that my friends is what I’m talking about when I talk about consistency and scalability.

There is so much potential there because she’s seen consistently when she invests a certain amount, a certain amount comes back and we are learning and she’s learning every single day from this, you know, from targeting different parts of the world, moving her messaging around. And all of this information is contributing to what is a highly scalable business model, which really compliments her desire for a very spacious business model as well.

So there we have it guys. These are the reasons why I absolutely love evergreen. It’s the consistency. It’s getting away from feast or famine and having predictable revenue, which enables you to hire. To give you what actually then feels like a business, not a business that’s gonna filter pieces. The moment that you feel poorly or anything happens in your life, a business that is sustainable, even when the shit hits a fan in your life, which let’s face it, these things happen.

And it’s, it’s the fact that when it comes to selling, selling becomes infinitely easier because you’re no longer deploying any of those unethical ta tactics with, with fake scarcity and fake urgency, and instead being immensely truthful. You know, the scarcity and urgency around working with me. It’s the fact that I never enroll more than five new clients per month into my container.

So if you want to come and work with me, , you want to get your name down soon because as I say, with the compound effect, there are more and more people inquiring each month to come to join scale with a power one. And I wouldn’t be surprised if by the end of this year I have a wait list for people to join scale with a power one.

So that’s the genuine urgency that people have around whether they want to come and work with me. And there’s a very, you know, there’s very grounded reasons behind why I don’t have more than five people per month. And that’s, I want to give them my attention. This isn’t like any other group program that you get lost in, and I think that’s another thing to affirm.

I think that’s one final piece to wrap this up with. A fear I see a lot around Evergreen is the fear that they’re gonna have some massive high ticket group program that people get lost in. And I think one of my biggest reminders I like to give to you is any fear you have around evergreen, remind yourself that ultimately the ball is in your court.

You get to make this. You get to make up how you want your program to be. I decided I didn’t want more than five new people each month because I want them to have my attention. I want them to have one-to-ones with me. I want to know their businesses inside out so I can set them up best to succeed. Not every other coach works that way, but that’s what works best for me, and that’s what I see.

That’s how I see my clients getting their very best results. Not everyone inside my container does it the same way. and it, it’s, it’s all absolutely fine. We’re all sharing different skills and tools and supporting different people who learn in different ways. So it’s whatever works for you, but it’s understanding that.

A game show, you get to make this stuff up so you know, ultimately if ever you are feeling like, uh, I can’t do this because this, I always encourage you to look outside of the black and white and into the gray and see what else is available in there. So to wrap up, evergreen is the way forward, my friend, if you are like me, in particular, a mom, who’s got lots of things to juggle.

If having something dependable, sustainable, scalable is meaningful to you. If your energy has so limitations and you like sleep, and you like rest and you like play and you like being with your friends and you like actually leaning into the tools yourself that you’re sharing with others, then evergreen is literally transformational.

The kind of feedback I get from people in my world is like, I can’t believe it gets to be this easy. This is just magic. This is unreal and I believe you deserve to be saying the same thing this year. So if you are interested to understand how you could perhaps turn your existing group program into an evergreen program, I have a free downloadable, it’s linked below this podcast.

Go and click on it and if you enjoy it, give me a follow on at poly lare on Instagram and let me know how it’s landed. And if you have any questions, I am always open to them in the dms. Alright, Anna, the very next episode, I am going to be talking about how to create your high ticket offer. See you then.