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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 I am Polly Lavarello, evergreen marketing expert.

Today we’re talking about how to elevate for evergreen. What do I mean by this? Well, what I mean by this is how to actually create a robust offer, or offer suite that enables you to market evergreen, and attract consistent sales. So where evergreen can get a really bad reputation? And where people say to me, oh, no, I’d never consider evergreen is where they have tried it without having a really robust, really desirable offer, and therefore it hasn’t sold. Now, what’s interesting is, a lot of the time when those same people try to live launch that offer, chances are, it doesn’t sell very well, either. But usually, with a live launch, you can get away with a bit more because you’ve built up more of a rapport with those potential clients, which makes it easier for you to make those sales. So it’s quite easy to have a kind of subpar offer under your wing for quite a while and not recognise that actually, it could be doing so much better for you. Because you have the live launching element that enables people to like know, and trust you, and therefore trust in what you’re selling, we don’t have that advantage, when we’re selling evergreen, we don’t have the advantage of being able to win people over. So the offer really needs to walk the talk for you. Okay, so I mean, of course, there’s elements of you know, if you’re sending people to a webinar, or any of those things, people are still going to be getting to know you as a brand. But it isn’t that kind of high touch environment that you have, when you’re live launching, where perhaps you’re doing something like a challenge, and you’re able to actually directly communicate with your potential clients. With evergreen, it’s obviously significantly hands off, if not entirely hands off with the funnel just running for you. So your messaging your offer, all of it needs to pack a punch, all of it needs to be memorable. And this is actually why I created skill with the power one in the first place. Because what I recognised was there were a lot of significantly borderline burnt out coaches out there, who’d perhaps spent their first year or two of being in business doing live launch after live launch, and making, you know, really good sales, maybe not all the time, because launching can be very unpredictable. You know, certain life events can happen or wars can break out or queens can die. And suddenly your launch that you were really excited for unprepared for totally flopped totally out of your control.

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But people can kind of like, you know, get along with this way of doing business for quite a while until they get to the stage where it’s just exhausting. And for many they reached the stage where they kind of recognise they either need to invest in a team to support them with being consistent with live launches, which, you know, obviously, we can see various entrepreneurs in the online space doing very well. But for those who are like I don’t, I don’t have the aspiration to be managing a large team. I don’t want to have significant outgoings going out every month. But I would like some consistent revenue. And I would like that revenue to be high enough to hire a team of sorts to support me day to day so that my business isn’t just me. And this is where evergreen is immensely powerful. You know, the people who come to work with me to turn their businesses evergreen, some of them are mums, not all of them. I think it’s important to emphasise that and I certainly for myself, being a mother and certainly when I first started out being a single mother, it really is, for me the very best setup I find live launching absolutely exhausting, which also touches on the fact that I’m undiagnosed neuro diverse. And I find it a massive strain on my nervous system life launching, that was really important to me. And again, I noticed that and other clients that come to me that they it takes a larger, perhaps physical and mental toll on them live launching than it would perhaps for others. And then similarly, there’s, you know, just those who like I have horses, I want to be riding, I have holidays, I want to be taking, I have pub lunches, I want to go to I don’t want to be panicking, because there’s weak Wi Fi, I have holidays to remote huts that I want to go and stay in that I can’t do because the Wi Fi is dodgy. And, you know, that’s limiting my ability to go to places I have, you know, conversations I want to finish without being distracted by notifications on my phone. I have a life I want to plan with revenue that I can actually forecast rather than the whole sense of, Well, if the launch goes, well, we’ll be going to Disneyland this year. If the launch doesn’t go, well, we’ll go visit your mother in Wales. Okay.

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So you know, these are the kinds of, you know, aspirations behind those who decide that evergreen is the life for them and to be honest with you. What’s really exciting for a lot of people and they learn about evergreen is recognising that it just gets to be easier. Like if you don’t enjoy live launching. You don’t need to live launch to have launch figure ask revenue coming into your business. Now I will say with Evergreen, it’s rare to see launch figure esque revenue coming in overnight depending on where you’re at currently

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in your business, but it can happen very rapidly, I have supported people to go from regular 10k months to regular 30k months within the space of 15 months. So there’s a lot that’s possible. I’ve also supported a funnel where they went from launching an entirely new offer to within five months having made a million pounds in revenue on that funnel. I mean, they also spent over 200,000 pounds on ads, which is important to think about, but that money was generated from the sale. So we’re making so they were reinvesting money they were making from the Evergreen funnel into it. So for me from day one, I’ve just been totally bowled over by Evergreen. And one of the reasons why I decided to create skill with the power one was recognising that there are just like I say, borderline parent out coaches out there who’ve got significant skills to package up and sell evergreen should they wish to. But they’ve just never taken the time to stop, pause, reflect and tidy things up in a way that’s going to serve them so much better. So this is why I’m really passionate about Evergreen. And like I say the biggest mistake people make when they decide to go evergreen is take what they were doing live launching, and assume they can just run an ad to an existing webinar, sometimes not even running an ad, they’ll just have a webinar there and go Well, it’s not converting and I’m like well Is it is it actually any traffic going to this webinar, because if there isn’t, it’s not going to be doing very much for you, or running out to a webinar and not seeing the conversions. And the mistake they’re making is that their offer isn’t memorable. You don’t need to have the brand or authority of some of the big kind of eight figure coaches out there for people to buy from you immediately. But you do need to have a memorable offer, which kind of equates to being a memorable brand. They’re all very much wrapped in one another. I often say to people, when they move into the Evergreen space and sell their high ticket offer that that high ticket offer is the nucleus of your business. It’s the scalable part of your business, it’s the memorable part of your business. The reason why I call it scale with a power of one is because that is the most scalable element of your business. And it’s the thing that people will know you for that is your power of one, people will go oh, you need help in that area. This is the person you should be going to. And that is the power of evergreen, it really cements in that brand authority in a way that live launching various different offers all the time, doesn’t do the same. So as you can tell, I’m a big fan of evergreen, it has totally transformed my life. I’m now earning more money working less hours working with totally dreamy clients. And I love supporting my clients to do the very same thing. It’s obviously having significant skills and experience are Facebook ads. There was a time when I recognise that my mentorship was being lapped up by various other coaches. All my Facebook ad clients, you know, when I was auditing my business back in 2021, it was highlighted to me that actually one of the reasons why my clients liked working with me the most was actually my strategical support because most other Facebook ad managers weren’t doing that. And it highlighted to me that actually I could just be selling the strategical support alone, which was the beginning of the move into deciding to be a mentor. And when I was thinking about what direction to go in, obviously, one of the things I looked at was, well, I’ve got extensive experience supporting multi six figure launches. And I’ve got experience supporting seven figure evergreen funnels, which is the one I should move into. And honestly I just looked at the makeup of those clients I supported in terms of the makeup of their teams and makeup of their business, the revenues that the revenue they were creating. And it was immediately obvious to me that evergreen was far more desirable in that, you know, they didn’t have enormous teams. They didn’t have enormous expenses. It was just so achingly simple, they weren’t constantly coming up with I wish I could create this lead magnet should I create this new programme should I create this new offer? The you just literally had the one high ticket offer some ads running towards it. And that was pretty much it. It was then just scaling and stacking, scaling and stacking. It was Lush. And as I looked at it and started to incorporate it into my own business model. I found myself referring to my business as cushy. I was like I’ve got a really cushy business setup here. Like I’m going to go down on a Friday to have a sauna go for brunch with friends. Monday, I don’t see any clients. Tuesday, Wednesday, Thursday are my client days. I also have one week of the month, which is my integration week. And I started talking about how everyone deserves to have that cushy business setup. Now the cush doesn’t come without a bit of push. And there is you know the early stages of actually ensuring that you do have an unforgettable offer. But let me break down this cushy business framework for you. And let me just be clear by the way when I use the word cushy because I know it can have certain connotations. This is aimed at high integrity business owners.

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Evergreen is perfect if you are a high integrity business owner who gets the EQ with selling, because evergreen doesn’t remove the need to sell. But what it does do is it removes all those icky tactics like, oh, you only have two days to buy my earlybird offer, you only have five days to do this, like all this kind of false scarcity, false urgency, you can just be done with it all, you can just have your genuine urgency, which is there’s a limited number of clients I work with each month. So people know if they don’t get in in time. That’s it the door shut. And they’re gonna have to wait to the following month. And you have that level of demand with your offer when you have something that is unforgettable that people really, really want. So what’s the cushy framework? Or let me break it down for you friend. So one commit to your cushy? What do you want your cushy business work life balance to look like? Okay, what does it you know? Is it that you want to be doing similar kind of CEO Fridays like me where you get to choose what you want to do with your Friday? Is it about being able to work a certain amount of hours? Is it about being able to work from a certain destination? We have so much more power over the reality that we’re living in than so many of us allow for, you know, when we start to stretch these boundaries and recognise what is entirely possible for us. It’s incredible how much of our power that we give away