109: 5 Different Types of Offers in an Evergreen Sales Funnel (and where you should start)
An evergreen sales funnel takes your new lead (your email subscriber) on the buyer's journey from being completely new to you to becoming your customer.
Your sales funnel will not work well if you’re simply offering random offer after random offer.
"Every online business owner who has a digital product or coaching program needs a sales funnel running on autopilot in their business." - Dr. Destini Copp
Without knowing exactly what products you’re selling, it’s going to be nearly impossible to build the window displays (your lead magnet and recorded webinar).
In this episode, I'll walk you through how to map out is your offer(s), which are the product(s)/program(s) you'll sell in your evergreen sales funnel.
Mentioned In This Episode
Free Planner: Plan Your Profitable Evergreen Sales Funnel. Grab your copy here.
Transcript:
Welcome back to The Course Creator’s MBA Podcast. And in this series we're talking all about Evergreen sales funnels. And if you have been around me anytime at all, you know that I firmly believe that every online business owner who has a digital product or coaching program needs a sales funnel running on Autopilot in their business. Now, this doesn't mean that you're not going to find customers.
Other ways like layering in a live launch or an affiliate promotion, it simply means that you will have a lead generation system that brings in leads and customers on a constant basis. And today an episode 109, we're going to be talking about five different types of offers you can have in an Evergreen sales funnel and I'm also going to talk to you about.
Where you should start. OK. So let me lay out the groundwork for you here. Now an Evergreen sales funnel takes your new lead, which is essentially your e-mail subscriber on what we call in marketing called the Buyers Journey. And this takes them from being completely new to you and getting on your e-mail list to becoming your customer now your sales funnel.
It is simply not going to work well if you are offering random offer after random offer.
Now just to give you some visualization on this, I want you to think about what happens when you visit Amazon to buy a coffee maker. So when you're on their browsing Amazon, they're going to show you items that are frequently bought together and you'll see things like customers who bought this item also bought this item. So is that helpful for you? I would have to say yes, it is.
Is also helpful to Amazon's bottom line. But it wouldn't be if you're shopping for coffee makers and Amazon is showing you diaper bags. Especially for me, right? Because I am definitely not in the market for a diaper bag, OK? It also means that to build an effective and logical Evergreen sales funnel. Or really?
Any type of sales funnel out there, you have to know what you're selling. OK? I want you to think of it as designing a storefront. So without knowing exactly what products you're going to be selling on the back end, it is nearly impossible to build out your window displays, your window displays in this case, and your Evergreen sales funnel.
Are gonna be your lead magnets, right? Your free league magnet. Maybe you're doing some type of PDF giveaway with the video that goes along with it. Maybe you're doing a recorded webinar, maybe you're doing both of those. For many of you, you're going to have both of those in your Evergreen sales funnel. So the absolute first thing that you need to do when you start kind of mapping out your Evergreen sales funnel is that you're going to identify.
Your offers, which are the products and programs that you are going to sell. OK. So what you're going to do is you're going to outline the name of your offer. You can also outline the type of the the offer and how this offer is going to help your ideal customer. Now if you have just one main type of offer, that is perfectly fine.
So let's just say that you have some type of signature type program or you're building a signature type program. Maybe it's a coaching program that's bundled in with an online course. That would be a perfect main offer to offer at the end of your Evergreen sales funnel.
But I also want to point out is that you can have other offers in there like a tripwire offer. So for instance, when somebody signs up for your lead magnet, maybe you're doing some type of planner or sometime any type of free gift type giveaway, they go to your registration page. And then on your thank you page, you have what we call a tripwire offer where you say wait before you go, I have the special offer that I think you're going to be.
Interested in and maybe it's like a mini course, maybe it's like a $27.37 dollar mini course that is your tripwire offer. So you will also want to identify that in you know kind of your planning when you're planning out your Evergreen sales funnel also while this is certainly not required, but for those more advanced business owners or if you have a.
Wide variety of digital products that you offer. You may have what we call some upsells in there or cross cells in there or maybe even some down cells in there. I want you to list out those also and I'm going to give you some examples of there. So an upsell example might be going back to the example that I had earlier with the coaching program that was bundled in with.
Yeah, that online course, maybe an upsell for that particular program could be one-on-one sessions with you. So maybe you have a group coaching program, you also give them an online course, maybe you have like a Facebook group that you throw in there and this is probably going to be a pretty substantial type program. Maybe you're selling it for $1000 or even going up to like $2000.00 for this program, but it doesn't have any one on ones with there.
Some people might be interested in doing a couple of 1 on one sessions with you, so you could have.
And upsell in there for them to purchase them. Another example, maybe in this Evergreen sales funnel at the end of the webinar, you promote your signature program using the same example that we just talked about. But maybe people don't buy it, right? Maybe it's just too much for them, maybe they're just not ready for it yet. They don't want to shell out $2000 right now. You may in your portfolio.
You may have you know a lower price DIY do-it-yourself type program that you may offer for them, right. It's so in in my situation I do have some options like that. So my signature type program is what we call out is called the digital Product Accelerator program. This is you know, a really hands on one-on-one type program. It's a high ticket offer. Some people might not have the budget.
Or or they just might not be ready for that yet. I also have a DYI type course called the Evergreen Funnel that I can down sell or offer that particular program to those folks and it might be perfect for them in terms of where they are in their business. Now there's also cross sales that you can have right across sale might be let's just say somebody you know I was doing my down sell with the Evergreen.
Channel, I also have other products that I could cross sell in there for those folks who might be interested in those also. So as you can see there's a lot of different options here. A couple things that I want to mention is you don't have to have all these cross sells and down sales and upsells and everything because it can get very complicated in your sales funnel. So if you're just starting out, I'd love for you to focus.
On just one main offer that you're going to be promoting in your Evergreen sales funnel and you can add on others. You know as you get further down the line and as you optimize your funnels, you get maybe you add additional products to your portfolio. So just focus on one. If you're just starting out now, a question that I get quite a bit is what if I haven't created my digital product yet?
Or I'm in the process of still designing it. OK. So here's some things and some tips that I want to give you. So one thing I would say is, is that very smart business owners look at their existing content for ideas. So let's just say that you have a bunch of digital, smaller type digital products out there. Maybe you have multiple kind of, you know.
99 or 299 type products, maybe one thing you could do is bundle these together into one program and make one type of an amazing signature offer, right. So that is an option for you. I've worked with the client here recently and he had, he had really a wide portfolio of products, but they were, you know, 99 dollars, 299 or whatever. And I'm like.
Well, instead of creating like in going through the process of creating this huge signature course, you have the content here. And I said quite frankly, a lot of people probably would like the options to, you know, go to this particular course and get this quick win and you can create one amazing offer. Add in your either one-on-one or group coaching type services to help them get their transformation and you don't even have to create.
Any more content? And, you know, once we went through that process, he was like, oh, thank you. You know, I didn't want to go through and create another course. OK. So let's say that you don't have anything built yet, but you have some ideas and you're in the process of trying to figure out what kind of digital product or program you're going to create. I still want you to set up, you know, just a basic.
Type, you know, automated type funnel to start building your list and warming up your audience because you're going to get ideas through them, you're going to interact with them, you're going to find out what they want from you. So you want to start working on that. So every business owner, every online business owner out there who wants a digital products or some type of, you know, coaching type program where they're bundling in digital products.
You have to start building that e-mail list. OK. Now a couple other things that I want to point out here. If you are just getting started and you really need some inspiration, the first thing I want you to do is conduct some research on what's in the market now. I want you to go to some of what we call these course marketplaces out there, OK?
Uh, Master class is 1 LinkedIn learnings, one skill share is another one, but one of my favorite ones to get ideas. If you are completely don't know what kind of digital product or offer you want to kind of map out for your sales funnel, I want you to go to Udemy, OK? And when you go to Udemy?
If you go to the navigational bar at the top, you can type in your particular niche, and out of that you're going to get a ton of options of online courses and topics and things that other people are teaching on. Now, this doesn't mean that you're going to copy what they're doing. You're certainly not going to do that, but I want you to go here for inspiration, OK? The other thing that I want you to do if you go.
On you to me and you sign up to be an instructor and then you go to their Market insights section. You can conduct market research for free on your niche and they will tell you and give you basically you know, market research in terms of how many people are searching on that topic. Is it a competitive topic or is there a lot of courses out there on their site now this is you know, market research on.
Their site, you know, this is data that they're pulling from their own website, but they have tons of data and they will give you promising topics. They will give you some kind of, you know what they're getting a lot of research on and they will tell you, you know, this is an area we have a lot of research on, but not a lot of courses on or, you know, where you know where people are going and what people are looking for. So it is a great place.
To go.
To really figure out, you know what people want and what you might be able to do for your niche, OK?
Now, the other thing I want to make sure that you do before you finish mapping out your offers. In our next episode, I want you to go ahead and put it on your list for listening to it. In the next episode, 110, I'm going to walk you through how to choose the right league magnet for your Evergreen sales funnel. So all of this is going to tie in together the first thing you have to start.
With is your offer, the next thing you need to kind of map out in here are the right lead magnets or lead magnets, plural. A lot of you will have two of them in an Evergreen sales funnel, so put that on your listening list. You want to make sure that you listen to that one next. And if you have any questions about any of this, feel free to send me a DM on Instagram or a message on LinkedIn. I actually love LinkedIn, it's one of my favorite platforms.
And I'll be more than happy to answer any questions that you have. Bye for now.