← The Amy Porterfield Show
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- [00:00]
A
Before we dive in. If you're a six figure female founder and your business feels harder than it should, this is for you. You've built something real, but sustaining it is exhausting. And that's usually not an ever problem. It's a systems problem. This week I'm hosting a free live training called the Revenue Consistency Formula. I'll show you how to align all the parts of your marketing so that your messaging, offers and leads are connected versus competing with each other. This is the answer to moving out of overwhel and into predictable revenue. You can save your spot@amyporterfield.com training. All right, let's go ahead and jump in.
- [00:41]
B
I do believe that evergreen funnels are much, much easier than running a live launch. Webinars still work. I think that that is a huge misconception. Yes, and again, you aren't going to have consistent sales unless you have consistent traffic and new people going into that funnel all the time. The algorithm is so good that almost immediately their feed is flooded with competitors and other offers. Ad webinar sale. Simple is the way you scale.
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A
My guest today is a dear friend of mine.
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B
One of them goes, that one over there, she's big money and it was my guest today. Her name is Amy Porterfield. Amy Porterville, the ever amazing best selling
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A
author of two weeks notice.
- [01:26]
B
Ms. Amy Porterville.
- [01:30]
A
If you've been in the online business for a while, you've probably heard the promise of evergreen funnels. Set it up once, let it run, and watch the sales roll in while you sleep. Sounds amazing, right? But here's what I've noticed. A lot of people try to build an evergreen funnel and it just doesn't work. They put in the time, they set up the emails, they set up the funnel, they even run the ads, but it just doesn't produce the results. Or worse yet, this is what I really hear. I'm running Evergreen and it's working for a while and then it just stops working like it worked and now it doesn't work. What the heck is going on? So I've talked to so many course creators who feel burned by Evergreen. Again, they tried it, it didn't work and now they're back live launching. And although they love to live launch, they don't want to live launch all the time. And I feel the same way. I love live launching. I think it's the fastest way to make a really, really great revenue in your business and get a lot of revenue at one time so that you can use it in different ways throughout the business. But I also love Evergreen, where you have that consistent revenue coming in and you can count on it. I think live and Evergreen both is a really great way to run a business. I think it's a great business model. But some of you just, just want Evergreen. And I get it. I, I see how sexy it can be. But for many of you, it's just not working. So we gotta talk about that. And here's what might surprise you. The problem isn't Evergreen itself. The problem is how most people are building their Evergreen funnels. My guest today is Anna Contour. Anna is an ad strategist and Evergreen funnel expert who has generated over $7 million in Evergreen funnel sales. She's also a mom of three. And just wait, just wait until you hear how many hours a week she's working.
- [03:23]
B
Yeah.
- [03:24]
A
Now, she didn't build her business by doing a lot of live launching and she definitely doesn't chase viral content, social media. That's not her thing. She built it by creating one offer, one Evergreen funnel, and one system designed to convert cold traffic consistently. We're going to talk about warm traffic, cold traffic, we're going to talk about ads, we're going to talk about funnels, we're going to get into all of it. Anna is also a member of my made to scale mastermind. So I've gotten to know her and her work really well and I knew I had to bring her on the show to bust some myths about Evergreen and share what's actually working when it comes to Evergreen in 2026. If you've been curious about Evergreen or you've been frustrated with Evergreen, this episode can be a game changer for you. Let's dive in. Hey there, Anna. Welcome to the show.
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B
Thank you so much for having me, Amy.
- [04:17]
A
Well, listen, this is a hot topic. My ladies love the topic of Evergreen and you've built a seven figure business with Evergreen funnels while raising three kids. So before we get into the how, can you tell us a little bit about your journey and how you even got here?
- [04:34]
B
Yes, absolutely. And it has definitely been a journey. I started my business 10 years ago as a side hustle, running Facebook and Instagram ads for small and local businesses. At the time, I was the media director at a political consulting firm running YouTube ads, Facebook ads, Instagram ads, Google search ads, literally all different types of digital paid media for gubernatorial races and congressional races all across the nation. And prior to that, I had worked at multiple ad agencies and even gone back to get my MBA and did the big corporate thing. And through all that experience, I recognized that the only way to get the income and the lifestyle that I wanted was to become my own boss. And I also recognized that even though I loved marketing, I did not want to build my own agency because that's exactly what I was trying to leave. So I created a course teaching others how to become freelance ads managers. And when I launched that course, and I say launch with quotes, I actually used a recorded webinar mainly out of necessity because I was working in a full time job and also managing a six figure side hustle. So I didn't have the bandwidth to do like a real live launch. I also hadn't built up an audience online and had no email list to sell to. So all of my traffic going to that webinar was through paid ads. And the first time I launched that program, I had five people join. And then I relaunched it a few months later using a recorded webinar. And then after that, I put it into an evergreen funnel. So I've been using evergreen funnels to sell my online courses and programs since 2018. And on this side of my business, where I help coaches and course creators take their offers, build evergreen funnels and scale it using ads, I feel like I have really done it all. I've done the live launches, I've done bootcamps, I've done challenges. And nothing has given me the consistency, sales, and predictable income in my business like evergreen funnels. So everything in my business now is run and sold using evergreen funnels. And I haven't gone live in front of an audience in almost two years.
- [07:09]
A
Whoa. Some of my audience just, their ears just perked up. They were multitasking and they're like, wait, what? So say that one more time because they might have thought they got it wrong.
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B
So everything in my business is run and sold using evergreen funnels. And I have not gone live in front of an audience in almost two years.
- [07:30]
A
Yeah, that's it. That's a good little sound bite right there for sure. So now that we have everyone's interest, let's go ahead and dive in to Evergreen. Now, this won't be a basic Evergreen episode, but I do kind of want to start with the basics. And in the sense of when you say evergreen or you say an evergreen funnel, what exactly do you mean? Because sometimes there's a little confusion.
- [07:54]
B
Yes. So an evergreen funnel basically just means you have a sales system that sells your offer every single day without a light launch or during, like a specific date. And most of the time, an evergreen funnel is automated so it doesn't require you to show up and sell.
- [08:17]
A
Got it. So everything is automated from start to finish. The webinar is automated, the emails are automated. There's no live Q and A during the quote launch. There's not really even a launch, start date and end date. Because the whole idea of Evergreen is you are making money every single day if you do it right.
- [08:41]
B
Yep.
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A
And that cliche thing that the bro marketers used to say that I didn't believe them and now I realize they were totally telling the truth is you can also be making money while you sleep.
- [08:51]
B
Absolutely. Yes.
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A
Okay. So it's very appealing to my audience for a few reasons. I know. Even though I have taught live launching with courses and I stand behind it a million percent still to this day, I've also always have have had Evergreen. So I have Live and Evergreen. But my audience really gravitates toward Evergreen because I like you. They have really busy lives and they also don't want to be live. They just choose not to be live or would rather not be live that much. We've heard a lot of entrepreneurs talk about being burned out by going live and doing live launches. And so this is a really great alternative. In my book, I think you should do live launches and Evergreen, but you don't have to. And Anna's like a perfect example of that. So let's just get into it. Are you ready? So when you think about Evergreen, you often hear this conversation going around that Evergreen is passive income. You set it up, you walk away, the money just flows in. So I'm really curious and I do not know what's your take on that and is that realistic?
- [09:58]
B
I do believe that Evergreen funnels are much, much easier than running a live launch once they are built correctly and converting leads to sales. Now, that being said, most people are interested in an evergreen funnel because they want consistent sales and that predictable income. Right. So although the sales part of the funnel can be very passive because it doesn't require you, once it's set up, your job then is to drive traffic to that funnel because you aren't going to have consistent sales unless you have consistent traffic and new people going into that funnel all the time. This is why I love pairing paid ads with Evergreen funnels. Because paid ads are the most passive way to get that traffic to your funnel and also it's the most consistent way to get traffic to your funnel. So although I'm not showing up and selling, I still am spending about an hour to three hours a week optimizing My ads and creating content for my ads.
- [11:21]
A
Okay, well that's practically nothing. So that does sound very attractive. So that's pretty cool. Okay, I want to come back to paid ads. I think we need to talk about that. But before we go there, I was hoping that we could talk about some outdated advice out there about Evergreen. So you know, Evergreen's been around for a long time. I've been around 17 years in this industry and we talked about it 17 years ago. So what are some of the myths or just old strategies? You see people still following that, that just don't work anymore with Evergreen. And truly I want to know like what's working now in 2026 with Evergreen?
- [11:59]
B
So I said before, I've been using evergreen funnels for 10 years. But let me take you back to like 2023. My sales were tanking and I really didn't know what was going on. So I started blaming it on like the MRR master reseller rights courses, you know, new algorithm updates to the pixel. But that wasn't really helping me solve the problem. And it wasn't really until I took a step back and started thinking about consumer behavior and how it had changed on a macro level. So during the pandemic, people would opt into your funnel and they could watch your webinar. Right there they were sitting at home doing nothing. Right. They were bored. Yeah. Where that part was glorious. Time really was. It was a glory. We didn't even know it was so glorious. But now we do.
- [12:56]
A
So true. So true.
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B
Yes. We're now when most people are opting into your funnel, it's when they're sitting in car line to pick up their kids or school or like in the grocery line at the store, they can't immediately sit down and watch a 60 minute webinar. So giving someone immediate access to your video and then thinking they're going to find the time to watch it is just not working anymore. You have to have someone choose a specific time and date to watch your webinar, even if it's recorded. The other big thing that has changed is that the algorithm has just gotten so much smarter. So I know that there's a lot of talk right now about like we're in a trust recession and it's taking people longer to buy. Where I'm actually seeing the opposite, that shorter funnels are working better than longer funnels because when someone clicks on an ad or engages with your organic content, the algorithm is so good that almost immediately their feed is flooded with competitors and other offers. So the Faster that you can get them to watch your webinar, the faster that you can introduce yourself, get them to trust you, you show them how you can help them, and then give them urgency to buy. Now, the more likely they are to buy.
- [14:19]
A
Okay, that. That makes sense. So, yeah, a lot of people are saying because of the trust recession, you want to give them so much more time to, you know, go through. And you're saying, no, the algorithm's smart. They know what people like and don't like, and we don't need to do that. But how about, do you do a lot of nurturing up front? And maybe this comes in with the ad conversation, but are your ads that you primarily use right now, are they cold ads?
- [14:48]
B
Yes. So the majority of all my leads are cold audiences, people who have never heard of me before coming in through ads. But in order for me to use ads and scale, my evergreen funnel has to be built for cold audiences. And that is very different.
- [15:08]
A
What does that look like?
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B
Yeah. So the number one mistake that I see coaches and course creators make when they are trying to build an evergreen funnel is that they just repurpose their assets from a launch. Right? They use the webinar, the sales emails, the same sales page, and they just put it into automation, where typically in a launch, you are selling to warm audiences, people who already at least probably know who you are, probably have an idea of what you offer and how you can help them. Where when you're using ads to drive to an evergreen funnel, the evergreen funnel is not just about getting someone to buy, but it's about getting someone to trust you very quickly. Because when a lead comes into my funnel, they have no idea who I am, they have no idea what my story is, they have no idea what I've accomplished, and they have no idea how I can help them. So let me give you two examples of, like, the difference between selling to a warm audience versus an old audience in the webinar, which I want to say this to everyone. Webinars still work. I think that that is a huge misconception. Say it again. Yes, webinars still work. You just have to, you know, put them together properly, people. So the first, first part of the webinar that I see a lot of people mess up on is the story portion. A lot of people just kind of like, blip over this. They don't put a lot of thought into it. And it's really, really important when you're selling to cold audiences, because the story part isn't about, like, sharing your credentials but instead, it's really about building that connection with them immediately and showing them that you understand their pain points because you once were in their shoes and that you have been able to achieve the desired result that they want. And then the second big difference between selling to a warm audience versus a cold audience is in the teaching portion of the webinar. So instead of here trying to sound like the smartest person in the room, you're really trying to give the lead clarity on why what they've tried in the past has not worked for them. And then in the selling portion, it's not about you get this and you get this and you get this because that's actually really overwhelming. It's like, oh my gosh, I have to do all this work to achieve this result. Instead, it's guiding them to help overcome the their objections and really see the value in the program and achieving that necessary outcome. But yeah, your webinar is definitely the number one thing that is going to make or break your Evergreen funnel.
- [18:04]
A
The you get this and you get this and you get this. I was building my new calibre coaching program recently and that was something I talked about how I used to do that and teach that years ago and, and it worked. People wanted more, more, more. Now they're like, what in the world? I can't even do half of this. I'm not going to buy it. So I love that that you bring that up. So talk to me about this funnel is walk me through. Wait, I have so many questions. Price points. Before we talk about the funnel. Price points. Do you believe any price point works with Evergreen?
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B
Yes, there is a sweet spot. So number one, if you're going to use ads, right, it can't be a $97 product because number one, you don't need a webinar to sell a $97 product. And two, you're just, you're not going to have any margin there. So the sweet spot that I have seen is 497 to 1997. That is the sweet spot for everyone.
- [19:05]
A
Good range?
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B
Yes. Over that 2,000 mark, it's really hard to convert someone who is brand new and cold. And under that $500 mark, it's really hard to have that profit margin that you want with ads.
- [19:20]
A
Okay, that is so helpful. That was like the number one question I get asked all the time. What is the sweet spot or what are the price points for Evergreen? So you just laid it out for 97 to 1997. 2000 ish.
- [19:33]
B
And I always recommend starting with A specific price point that you want to start with, and then really looking at what is your cost per sale once you start running ads and then adjusting your price point based on that. So, for example, when I started selling the freelance program, my cost per sale was $500 and I was selling it for 497. So then the next time I was like, okay, now I'm going to up the price to 9. 97. See what my cost for sale is. Well, my cost per sale stayed at $500, so now I had a $500 profit. And then when I relaunched it again, it was at 1500, and now it's at 1997. So that's the thing is it's. You can keep testing. It's all about testing. And that's really the great thing about Evergreen Funnels is that you can make small tweaks or little tests without blowing everything up.
- [20:26]
A
That is so true. Anyone, like, very new to this? Will you explain to them what cost per sale means?
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B
Oh, sure. So if you're running ads, it's how much you're spending on the ads to acquire a new customer. So, for example, yeah, if. If your price point is $497, you might spend $200 on ads to acquire that $497 sale.
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A
Do that all day long. If you could do that, do that all day long.
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B
Yes. I love when people say, like, oh my gosh, I'm spending money. I'm like, no, you're investing and you're getting way more sales than you would have been otherwise.
- [21:03]
A
I always say if you go to a bank and you give them $250 and they give you 500, you'd go to the bank every single day.
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B
Every day.
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A
So that's. People are so scared to spend money on ads, but when you know your numbers and you see something like that, you're going all in.
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B
Yes. And you don't have to start that big. I mean, you can start with $30 a day if you want and still get. Start building that momentum and getting the data that you need to make those smart decisions to scale.
- [21:28]
A
Absolutely. Okay, so I have a question about the fact that you are going for a new audience. Someone that's kind of new in this area might say, well, why don't you just keep emailing your list and post about it on social? Because you'd be amazed how many people I work with. Now, these are women that aren't making the 500k mark yet. So, um, in calibre, my coaching program, they're making 1:50-500-ish. And many of them are not running ads yet and they feel like they can't afford them. And so they're just, they have evergreen but they're just promoting to their email list and they're using social and talk about why that can't continue.
- [22:09]
B
So again, going back to what I shared earlier was the reason why most people desire to have an evergreen funnel. It's because they want consistent sales. But you are not ever going to get those consistent sales if you don't have consistent traffic and constantly putting new people into that funnel. So when you are relying on your social media right then you are purely really up to the algorithm gods of how many people your posts are going to reach and you're not bringing inconsistent new people into your world to sell to. And that's also with your email list. If you're not constantly building, building, building, building, building, eventually your audience is going to be burnt out. You've already gotten all of the apples that you can reach off the tree that there's nothing left to go after. And that's why so many people then ended up end up creating new offers. And you know, they, because they're churning and burning their audience where for me, like the freelance program that I was talking about, I've been selling that since 2018 and that is the one core offer that I have on that side of the business. And I'm able to continue to have one core offer because I'm constantly bringing new people into my world and into my funnel. And the only way to really do that is with paid ads.
- [23:48]
A
Okay, so you set me up perfectly. Let's go back to those paid ads. So but oh my gosh, I keep saying we're going to do it, but I have one more question that leads to it. So anyone that's getting annoyed with me about not going to paid ads. Hold on, we have to answer one more question. And that is what does the funnel look like? So you have a few funnels, but do you have a product that's around the 497 or something like that?
- [24:10]
B
So I do not My like I said, I started at the 497 but a lot of my clients and students that I work with, they have and start with a $497 product? Yes.
- [24:22]
A
Okay. Think of one of your clients that has a 497 product. What does their funnel look like and is it as simple as add to webinar to sales page and if it's not, is there any lead magnet stuff going on before that you, you had it right.
- [24:40]
B
It is that simple. Ad webinar sale I want you all to just take simple is the way you scale.
- [24:49]
A
I just want to remind you that everyone that Anna is in made to scale. She's in my million dollar mastermind and she just told me that the funnels she's running are as simple as ad webinar sales page and that's what just like blows my mind. And okay, so talk to me about what needs to happen in these ads. Do they need to be video ads? Is there something about the images, the copy? Like I'm going to tell you right now that and I mentioned this in my intro, my audience is struggling with evergreen. It's not working for them like it used to but. But I know many people that it's working really well, including you. You're not the only one. Like it's working for people but something's missing and I think some of them are either not using ads which we've just said very important and number two, I think they're using ads wrong. So can you give us some do's and don'ts with ads for an Evergreen funnel?
- [25:43]
B
Yes. So first I want to say even if you have the best performing ads, it does not matter unless you your funnel is built for cold audiences. That's so important to understand because I have so many people who come to me and say I've tried ads before, they don't work. And it's like, well, is your funnel actually built for cold audiences? So that's step number one is build that funnel for cold audiences.
- [26:12]
A
The talked about what that looks like.
- [26:14]
B
Exactly, yes. So it's really about not just getting them to buy, but building that trust very, very quickly.
- [26:20]
A
Hate to interrupt, but at the time I'm releasing this podcast, we're days away from my free live training where I'll teach the revenue consistency formula. If you're a six figure female founder who's getting leads but struggling to convert them, if you've leaned into your ambition to get here and you're ready to stop being the only one making it all run, or if your business is doing a lot of things well but none of it feels connected and growth is slow, this training is for you. I'm going to show you why doing less better is the key to your next six figure jump. How you go from what work to get here to what's going to take you well past it without adding more to your already full business. That's the revenue consistency formula. Save your seat@emiporterfield.com training. Now back to the show.
- [27:12]
B
When it comes to ads, the big thing that has happened in with Meta in the last year. Well, I will say, you know, I've been running Facebook ads since 2012 when you could literally buy page likes and that was it. So I have seen all iterations of Facebook ads.
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A
Yes,
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B
but what you used to do is you used to really focus on the targeting, right? Like I wanted women who are 25 to 45 and they're college educated and they like Lululemon and they like blah blah and you would just layer it to find your very specific person. That is not how ads work anymore. Instead, really all of your targeting is in your ad, the on screen hook, or if you're doing a talking head, the actual messaging that you're using in the video, your caption and then your opt in and landing page. So if you are not very specific in your ad of who you are trying to reach, Meta is going to be very confused on who should be seeing that ad. So, for example, for my freelance side of the business, I say freelancing in almost every single one of my ads because it helps Meta find the right people. I'm not just saying, hey, start a side hustle, I'm saying freelancing. The other thing is, is that I'm calling out what people want and what freelancing can give them, but also what they don't want. So for me, a lot of times the people that I'm talking to who want to build a freelancing business, they want something that's flexible, that they can do in their spare time, but they don't want to have to like, create content, grow a following, sell to friends and family, you know, all of that kind of stuff. So I'm calling both of those things out, what you, what this can help you with, but also what they don't want to have to do. Now, I highly recommend testing all, all different types of creative. I have some clients who have an image that is super professionally put together and that works best for them. And then I have others who just use B roll content and that works best. And then for example, on this side of my business, the best ads that I have running are my talking head videos. And I actually think that talking head videos are going to become a lot, we're going to see them a lot more in ads because it actually helps build that trust even easier and even earlier in the funnel.
- [29:59]
A
Okay, this is really valuable. So to reiterate, to make sure I understand the ads because the algorithm has changed so much and targeting has changed so much with meta ads, we need to make sure that the words we are using in our ads are the words that we want meta to target.
- [30:19]
B
Yes, yes.
- [30:20]
A
Okay.
- [30:21]
B
So that is the biggest change. So now instead of, you know, doing the targeting when you're setting up the ad, almost all of the targeting is actually in the ad itself. So as copy. As copy. Yep, yep, got it.
- [30:39]
A
Okay, that's big. I think some people listening right now are like, wait, I was not doing it that way. And you can do it with written copy, you can do it with Talking Head, you can do it with B roll voiceover, but the words matter more than they ever have before.
- [30:54]
B
Absolutely, yes.
- [30:55]
A
Okay, great. How are you using AI? Or are you using AI to build a better evergreen funnel or get higher conversions?
- [31:06]
B
That is an amazing question because I think I use AI every single day. Okay, good.
- [31:12]
A
I love to hear it. I love to hear it.
- [31:14]
B
So I actually have never had any full time employees in my business. Everyone is a contractor and I used to hire out, you know, copywriters to help me with email sequences and sales pages and all that. And really I've replaced most of that with AI. Additionally, I don't. I do all of our social media content and I actually have what I call an ads first social media strategy. So the majority of the content that I am sharing on social media actually becomes an ad. So I'm really just making sure that I'm repurposing those two things. But the one of the ways that I use AI is analyzing the ads that I currently have running to figure out trends of what's working best. So I'll take screenshots of the video, pull in the captions, say like, these are my top five ads from the last month. What trends can you see? Why do you think this is working? And then help me come up with five other things to test that could perform like this. So that's one way I'm using it. The other way I'm using it is getting help with our just in general, like our email marketing. Right. So I don't run any live launches, but we do do flash sales to our email list a few times a year. Okay. And oftentimes I'll use AI to kind of brainstorm what kind of angle we want to use based on the timing. And then honestly, I almost use the exact same emails every single time I just slept lightly. Tweak them. And again, I'm using AI to help make those small adjustments based on the feedback that we're getting inside of our community of why people are joining, what are the hard things that they're trying to overcome. And using all that data in our messaging, we also take all of our intake forms. So anytime someone comes into our program, they immediately have to submit a form to tell us like why are they here, what are they trying to accomplish? And, and we use that information to also help guide the messaging in our ads, in our social media and in our emails.
- [33:36]
A
Ooh, that's really good. So you're using it in a lot of different ways. I think some people might have been surprised to hear that you don't have any full time employees, but you have a seven figure business and you know Evergreen will allow for that in some ways. You've also just been really smart about how you've built your business and you don't want a big team, you don't want that. So, so you've created a business that can support what you want, what you don't want in your lifestyle as well. Which is one of the reasons why I love you so much. It's so funny, when you were talking, I wrote down a note, when do you promote to your list? And you then as I wrote it, you talked about Flash sales. So that's essentially what you're doing. So you're not necessarily every quarter inviting them to an Evergreen webinar that you've been running forever or anything like that, Correct?
- [34:18]
B
Yes. Like I said, I haven't. When we are running the flash sales, unless someone watches your webinar, they are probably not going to buy. So we did this like deep dive into our data last year and what we found was that 90% over 90% actually of our sales came from people who watched our webinar.
- [34:41]
A
So not just signed up for it,
- [34:42]
B
but watched it, watched it. So that's like if someone comes to me with an Evergreen funnel and they're like it's not converting. That is one of the first things that I look at is what is your show up rate for those who have opted in to actually watching it? Because that just that right there can make a huge significant impact on your conversion rate. So when we're running these flash sales, you know, 50% of the list has never watched the webinar.
- [35:09]
A
So okay, so what do you do about that?
- [35:13]
B
So what we do is we prime them for the flash sale by sending them a BSL that very quickly explains the what the program is that is going to be in the flash sale, how it can help them and the results that they can expect. So for an entire week before a Flash sale, we are sending them a link to a vsl and again, video sales letter.
- [35:38]
A
Anyone wondering? Video sales letter.
- [35:40]
B
Yep. And it's very short, it's like seven minutes long. So it's a super condensed version of the webinar. But it's not like, here's all my story because they've been on my email list, I'm sharing. I send a weekly email with that kind of information, but it's giving them information on exactly what the program is that I'm selling and that's going to be on sale and how to decide whether or not it's right for them. And that's how I'm able to do it also without having to show up live.
- [36:05]
A
Fantastic. Okay, that was very helpful. I don't typically take this many notes in an interview, but I wanted to make sure that I didn't miss anything because this is just gold. Another question that I had was, and you might have already answered this with something else you mentioned earlier, but I'm just going to ask it just in case, and that is that you said before that most funnels don't fail because of traffic, they fail because they're built wrong. So when someone comes to you and their funnel isn't converting or where do you look first and what's usually the real problem?
- [36:39]
B
Yeah, so the, the first thing is, which is what I shared earlier, and that is, did you just take your launch assets and put it into a evergreen funnel? Because that's not going to work. Your messaging has to be very different, especially if you want to scale it with ads to cold audiences. Right. And then the second thing is, is the content inside of that webinar, is it building trust very quickly? And how are you actually selling your program and are you giving them enough urgency and reason to buy now? And then the third thing is, which I also mentioned earlier, is how many people who sign up are actually watching your webinar. If it is less than 50%, then you have a show up rate issue. And then of those people who are watching the webinar, what percentage are staying to your pitch? Because if they don't hear what you're selling, then even if you send them the best sales emails, they're going to have no idea what you're talking about.
- [37:40]
A
So those are really the three numbers.
- [37:42]
B
Know your numbers? Yes.
- [37:43]
A
Okay, so do you have any tricks or strategies to get people to show up live?
- [37:50]
B
So the first thing, what do you do? Yeah, so the first thing is using A software like ever webinar to make them choose an actual time and date to watch the webinar, even though it's recorded. Having someone put something on their calendar makes it a lot more likely that they're going to show up and watch. And then if they don't show up and then we send multiple emails obviously reminding them that, that it's coming up. And then if they don't watch, then we send them emails reminding them to watch the replay and that the replay is only available for a specific amount of time. And then actually if they don't watch the webinar at their selected time and they don't watch the replay, we don't even send them sales emails anymore just to keep our email list healthy because then we're sending emails about a program that they have no idea what it's even about and they're way more likely to unsubscribe, subscribe, where if we don't send emails, then they can stay on our list, we can nurture them, and we can invite them back at another time.
- [38:57]
A
And they might be more likely to buy in the flash sale if they've kind of gotten engaged with you and are, you know, following along. Okay. I love that. That if they didn't watch the live webinar or didn't watch the replay, you're not sending them sales emails. We started to do the exact same thing and it's a way to keep your list healthy. Totally agree with you. You mentioned tech. Can you share with us some of the your favorite ASP or not aspects? Tech stack. I'm thinking can you share with us some of your favorite tech in your tech stacks?
- [39:27]
B
Yes. So for AI, we do use chat GPT. I. I still need to get on the Claude bandwagon. I know.
- [39:34]
A
Come on, girl.
- [39:35]
B
Come over.
- [39:35]
A
Come over to the other side.
- [39:38]
B
And then for hosting our webinars, it's ever webinar, for our email marketing, we actually use flodesk. I've been using Flodesk for, you know, since before Kajabi even had like email marketing service as part of their stack. Then we host all of our programs and like course content inside of Kajabi. And then our checkout provider is spiffy, which I think that's what you use as well.
- [40:10]
A
Yes.
- [40:10]
B
Yeah.
- [40:10]
A
Do you. Wait, did you say Deadline Funnel?
- [40:12]
B
Oh, yes. In Deadline Funnel. Of course, Deadline Funnel.
- [40:15]
A
Okay, so you do use Deadline Funnel in the simplest way. Can you explain to people what is Deadline Funnel and why do you need it? Forevergreen.
- [40:22]
B
Yes. So Deadline Funnel is a way to really create that urgency that is not like this ends at a specific date. So. So launches perform really well, which I'm. I don't want to hate on launches because, you know, the most amount of money I've ever made in a launch was when I ran a boot camp. So I'm not going to, like, hate on it, but it was also the most exhausting thing I've ever done in my business. And after two times I was like, I'm never doing this again. It's just, I can't. Yes. But a deadline, when you're. You're running a launch, you know, you have that end date, like, close cart. This is the last chance to get in. With Evergreen Funnel, you still need to create urgency and give people a reason to buy now. And Deadline Funnel helps you create that urgency. So I know discounting is very controversial, but I am a huge proponent of using a discount to drive urgency and get someone to purchase now. And Deadline Funnel helps show visibly that this discount ends at a specific time based on when they watched the webinar.
- [41:39]
A
Okay, so important we use Deadline Funnel. We have bonuses that expire, so we don't discount. But I'm not totally against it, and I can see when people can use it in really great ways. But we have bonuses and they expire. And what happens for us is if you go to that link after they've expired, if you Deadline Funnel will send them to a page that says the bonuses are gone.
- [42:01]
B
Yes.
- [42:01]
A
Now the big question is, can't they just go back into the funnel and do it again? Yeah, I hope they do and they buy. So. But that's just how it works. And so I'm really glad that we talked about that. I think my last question for you is this. A lot of people listening are live launchers, and they either have dabbled with both or they really want to just go to Evergreen. And if someone's been live launching, is there any indicators of a live launch that you would say, oh, you're ready for Evergreen, is there? Or are you just like, just go to Evergreen? No matter what, just go to Evergreen.
- [42:36]
B
No. So I. This is like, very controversial because it kind of goes against everything that is taught in the industry. But I really don't believe that you have to live launch before you build an Evergreen Funnel. I have launched products using an Evergreen Funnel. I've had clients and students launch products immediately using an Evergreen Funnel. That being said, if you have an offer that is already proven and you've sold it before, you're more likely to see success quicker with an evergreen funnel because then you're not just figuring out the funnel and the ads, but you're also figuring out an offer where if you already have an offer, it's proven, then you're. You just have less things that you are tinkering with to figure out how to make it successful.
- [43:29]
A
Yeah, totally agree. Okay, so here are some of my biggest takeaways for this interview or this conversation. Interview sounds so formal, but this conversation, number one, you have to run paid ads.
- [43:40]
B
And.
- [43:41]
A
And I totally agree with that. And some people are not ready to run paid ads. They don't have enough money to do so, and then they don't understand why their evergreen funnel is not working. So an evergreen funnel that lives on a page on your website with no ads running to it, and you might tell. Tell them about it through social and your email list will never survive. Do we both agree with that?
- [44:01]
B
Yes. And I think you can. If you want to use an evergreen funnel, you can start out not using paid ads. Right.
- [44:10]
A
Like, if you agree just to get it going.
- [44:12]
B
Yeah, you can get it going, get some data. Right. But also your conversion rates with a warm audience. Using organic is going to be different than a cold audience. That's another thing I want to, I want to say is some people will use organic audiences. Like, my conversion rate was 8% and now with ADS it's 3%. I'm like, yeah, that's still good because these are brand new people who have never heard of you before. What really matters is the return on your ad spend. Right. So you can definitely start with an evergreen funnel, only selling to your warm audiences. But if you want to scale and get that consistent income and sales that you want, you really do need to lean into paid ads.
- [44:58]
A
That's so well said. I'm glad you corrected that because I do want people to get started. It's just, you're gonna. I believe you're gonna burn out your email list if every single week or even every other week you're telling them, go watch the webinar. Go watch the webinar. So you're eventually gonna get to a point that you're going to want to go into ads. A cold lead in a funnel needs a different conversation than a warm lead in a funnel. So evergreen funnels for cold leads. You talked about this earlier in the interview. Go back if you missed it. It's a different conversation in the webinar, in the funnel, all of it.
- [45:31]
B
Yeah. A warm audience. You're really just getting People to buy a cold audience, you have to build that trust first and then buy a
- [45:38]
A
funnel can be as simple as an ad. A really, really good webinar that goes to a sales page. So that was really, I think, eye opening for some people. Sweet spot for Evergreen. Price points 497 to about 1997. So I'm glad that you made that really clear. Conversions are going to look very different with a cold audience and a warm audience. But remember, the cold audience, you're having them come in every single day and the numbers really add up.
- [46:06]
B
Yes.
- [46:06]
A
And so. And you don't work a lot of hours. That was another takeaway. I think we all, we all were like, what the heck.
- [46:12]
B
Yeah. And I, the really, the reason why I've been able to create the space and the flexibility that I have is because I've leaned so much into evering funnels and ads and because I only sell really one core product on each side of my business. And again, I'm a lot. I can do that because I'm constantly bringing in new people.
- [46:36]
A
Okay. And you know how I feel about that. You know how I feel about less offers going in, doubling down, and getting really good at it. You are a perfect example of that. So where can people find you if maybe they want to dig in a little bit deeper and work with you?
- [46:51]
B
Yeah, absolutely. So I'm on Instagram at Anna Conchar. A N N a K O N C H A r Or if you just want to learn more about Evergreen funnels and how we can work together, you can go to annaconshar. Com.
- [47:06]
A
Perfect. Thank you, my friend. I just love having you in made to scale and I learned a lot in this episode. That's probably why I was taking the most notes. So thank you so much for really setting so many questions straight today. I really appreciate you.
- [47:21]
B
Thank you so much.
- [47:22]
A
Amy, thank you so much for joining me for this conversation with Anna. I hope it gave you a fresh perspective on what's actually, actually possible with Evergreen and what it really takes to build a funnel that works. If you're watching on YouTube, make sure you subscribe so you don't miss what's coming next. And if you're listening on your favorite podcast platform, hit that follow button so new episodes show up automatically. Can't wait to see you again next week.