The Art of Online Business

Making Six Figures as an Every Day Sales Strategist Featuring Polly Lavarello

• Kwadwo [QUĀY.jo] Sampany-Kessie • Episode 923

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Polly Lavarello’s evergreen scaling strategies turn audaciously ambitious and highly-skilled business owners into Cushy CEOs. Polly shares her journey and shows how small, consistent efforts can lead to big results. 

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We talk about evergreen funnels and how they bring in launch-size revenue without constant launching. Polly also explains how to turn a group program into a sales system that works every day. 

Polly focuses on repeatable and flexible methods that create steady growth. Learn how she attracts dream clients and builds a reliable monthly income.

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Watch the next episode on YouTube, "How to Create Launch-Size Revenue Without Launching featuring Polly Lavarello" 

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Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!



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Polly Lavarello’s‍‍ Links:

Speaker 1:

So today we have a guest that actually her expertise is really close to what I'm trying to do, which is build an evergreen funnel. She's an evergreen scaling strategist plus mentor. Her name is Polly Lavarello. I was on her podcast and now she's on mine, and so let me read her bio quick for you, hey, polly. So in a world of silver bullet promises and underwhelming support, polly Lavarello's evergreen scaling strategy turned audaciously ambitious and highly skilled business owners into cushy CEOs. And let me just pause right here Before we hit record, even though this, technically, is the episode that's supposed to happen. Before we hit record, we were just diving into her expertise and it was pretty cool learning about her lead magnet and how it's feeding high quality leads into her funnel. And the reason I started asking more questions is because, paula, you say that you're just inundated in sales calls and I'm like not everybody says that, so that is a good problem to have yeah, I have.

Speaker 2:

It's been a really, really busy month, but you know what? I'll also say that it's a result of compounding efforts and refinement and optimizations over the last year, which is what I'm all about. You know, I'm really tired of seeing coaches crashing and burning and constantly feeling the need to reinvent themselves. So, yeah, I've been walking my own talk and it's really starting to pay off love it, love it.

Speaker 1:

And so, dear listener, in this upcoming episode not the one right now the one right now is going to be good, but in the upcoming episode, especially if you have a group program and you've been wanting to, I don't know, achieve the Holy Grail, evergreen funnels, like, we'll be talking about turning your group program into an everyday sales machine and how to create launch size revenue without launching, and we're going to dive into this funnel that Polly has set up. I had some really good questions for her, which I will re-ask in the next episode, but as we continue with this one, through her Elevate for Evergreen Accelerator, polly gives you the simple, repeatable and customizable methods to create a cushy stream of dream clients yes, please. And monthly recurring income and so much time back that it feels weird I could sign up for that myself, even though I don't have a group coaching program. Welcome to the show. Welcome to the show, polly.

Speaker 2:

Thanks for having me. I'm always so happy chatting with you.

Speaker 1:

Yay, I know we get along so well that we just hung out for like 20 minutes before, and I'm so glad that you decided to hang out today, even though I know it's a bit later in the day for you and you've had a long day so far.

Speaker 2:

Yeah, no, it's been like I said, it's been a really intense month. It's when everything starts working and it all starts working all at once. It can be a bit overwhelming, but it's one of those things. Actually, I'm regularly talking to my, I regularly talk about scalable business models, but there, you know, there's a bit of kind of humility and admitting sometimes when we're not necessarily entirely walking our own, you know, walk or talk and yeah, I kind of got burnt, burnt this month, but it's, you know, every time these things happen it's an opportunity to kind of reassess and reinvent.

Speaker 1:

So it's all good to kind of reassess and reinvent. So it's all good. It's all good, I feel like it's all practice. Some of it very truly is bad in the day-to-day, but it's practice that amounts to experience, that amounts to success further down the road.

Speaker 2:

A hundred percent and actually, funnily enough, it's something I was reflecting on recently that a lot of people in the business space sell how to create scalable systems and people can spend so much time ensuring everything that they're building is scalable and optimized and all the rest, and then actually suffer in terms of sales because they're not actually paying attention to all the things they need to be paying attention to to have that consistent sales coming in, and so they end up with this beautiful kind of way of looking after clients but no clients to look after. So it was actually a relatively intentional decision recently to be like stop obsessing about creating I don't know fancy air table kind of automations and let's focus a bit more on just getting out there and getting more visible and, you know, have it as a nice problem to have when it all becomes too much, and then you know those other bits are actually a lot easier and quicker to fix.

Speaker 1:

But having consistent sales that's probably one of the most challenging elements running an online business for sure, and doing these things that are unscalable, like reaching out to a good number of the new people that have downloaded a lead magnet or purchased a mini course and gotten an email list it's not scalable, but at the same time. It's quite beneficial for the business and for folks like me. I don't know, are you like this too, where you just like to meet the people?

Speaker 2:

oh yeah, no, I really really do. I really that's. Honestly. One of my biggest downfalls is I just love human beings and I've been on such a journey myself like over the last five years, like someone actually, weirdly enough, was trying to enroll me into their mastermind today and he said to me oh, you should be working with the version of yourself five years ago.

Speaker 2:

And I said the version of me five years ago was on benefits in a flat with two small kids under the age of four, you know, like just launching my, and I did some pretty courageous things back then to kind of get my business up and running. That, yeah, so I was like whoever it is I'm speaking to, it's not five years ago, cause I went from that being on benefits to running a multi six figure business within three years. So it all happened very, very quickly and I'm not going to pretend that I wasn't very lucky that I launched. I know, similarly, for you, the like COVID had a huge impact. The pandemic had a huge impact on your business. Similarly, for me, it created a goldmine of opportunity which I don't think any of us quite realized at the time until hit 2024, when suddenly everyone's kind of having a very different experience.

Speaker 1:

Yeah, I can't say that COVID brought a goldmine of opportunity. It kind of just killed my business.

Speaker 1:

Wonderful teaser by the way Wonderful teaser, by the way Like two kids in a flat, my, when I was growing up, for the majority of my childhood like I don't know what it's called in the UK, but like for us it's called food stamps and my parents were well, we were on food stamps and we weren't in a flat, but it was like a pretty small house in the ghetto. We're going to jump back to that. I want to hear all about it, but before we do, can you give a snapshot of your business as it currently is and then we can go back in time to wherever you want to go back as we talk about, like, your journey in building it.

Speaker 2:

So a snapshot of my business as it currently stands is about 70% of my. I'm probably around 250k a year before tax at the moment and 70% of that comes from my mastermind. The other 30% comes from my signature program. Having said that, that signature program launched properly kind of towards the end of last year. So while it's a smaller percentage right now, the goal is to flip those percentages within the next two years so that 70% 80% will be coming for my signature program.

Speaker 2:

So, yeah, because that's the most scalable part of my business, while the mastermind isn't. But I will be truthful, I know a lot of people had a slightly challenging year in 2024. For me, I was getting married, I was going on on honeymoon, so my priority was the mastermind. For a year I actually kind of retreated slightly from the world of kind of having big, busy programs because there were kind of challenges emotionally that I wasn't quite ready for. But there's been time to heal from that and I'm kind of yeah, back in the game of getting super visible and inviting people into this amazing container just to clarify what are we healing from?

Speaker 1:

hopefully it wasn't getting married no, no, no, so, um.

Speaker 2:

So I'll be really honest.

Speaker 2:

One of the things that's really challenging about scaling a group program is that the more people you have in your world, the higher the likelihood there will be people who come into your world who just don't get you, who just don't like you, particularly when you're using ads and funnels, where people are kind of potentially sitting by the pool one afternoon and a paid client by you know, like I don't know one margarita later.

Speaker 2:

So what I found was that there was a tiny percentage of people who either just weren't showing up or had challenges of their own or just outright didn't like me. And last year I read various books, like the Courage to be Disliked, which had a fantastic statistic actually, where he said one in ten people I think he said two in ten people will be indifferent to you, one in ten people will at all right, outright just hate you, and that was actually really helpful to read because it just made me recognize actually that really makes a lot of sense in terms of my lived experience. But there was a lot of kind of having to mature as a human being, recognizing emotions are one thing and business is another, and I needed to be better at differentiating the two and better understanding what my responsibilities are as somebody who's there to support you and hype you up and mentor you, and, equally, what they're not.

Speaker 1:

You know okay, the courage to be disliked. I don't have the courage to be disliked, so maybe I should pick up that book too honestly, it's amazing how many ways it can hold you back if you're afraid of you.

Speaker 2:

You know even things like cushy business. I remember at the beginning like being passionate about reframing what cushy is and helping people feel why not have a business that makes more money in less time? But I noticed, you know, some people were outright offended by that concept and I had to kind of grow and get past all of those things and that's actually why you know you've seen my website. It's kind of gregarious and a bit over the top.

Speaker 2:

But I kind of did that as a kind of like. This is the archetype I'm stepping into. It's not entirely where I am at yet as a human being, but I know if I kind of step into those shoes and do those shoots. It will be more me.

Speaker 1:

Okay, all right. I mean, what's gregarious about laying on a pink fur carpet that's on like luxurious, like white and green striped like bed linen thing Like it's? It's a very strong branding. It was so much fun.

Speaker 2:

I think it was one of those things that as marketers, we can sometimes feel quite disillusioned by the fakery around marketing. And so for me, when I did that branding shoot, which has really helped my funnels and really helped me in terms of everyday sales but when, I did that shoot? Yeah, no, it's massively helped. Oh my goodness, we need to talk about this, but.

Speaker 1:

I mean, are you saying before I did that shoot, I was like rid of the gray because this is like the guest office here and I get me some green and white striped linens I could you, you could, honestly, things that visibly make you memorable make all the difference.

Speaker 2:

One thing I think nearly all of us know who run funnels is what we've seen in the last year is that, generally speaking, particularly when it comes to high ticket investment, people can be slower to decide. Now what that means is, of course, we can do all those touch points and be reaching out to them again, but one of the best ways to ensure that people don't forget you is make yourself unforgettable. But in a world where we can be churning out content all the time using AI, your words kind of aren't enough. I mean, I'm gonna say kind of I'm being too gentle there. Your words are not enough.

Speaker 2:

So when I had the towel on my head in some photographs and when I received all my pictures, there were some of me with my hair down and I looked kind of conventionally the way one would, for you know one of their head photos. But then there was one with me with a towel on my head and at the time the woman who did my creative directing kind of said I guarantee you, if you use the one with the towel on your head, people are going to like be pausing to go. What is that on her head? And now, every time I go to a summit or an event, people come up to me and they're like where's your towel? Or you're the kind of you know crazy vintage lady Like everyone. Like before people didn't know who I was. Now like it, not only do they know who I am, but it's like an icebreaker. They're like where's the towel?

Speaker 1:

Or, like you, you know you bring the towel out later or are you coming onto the podcast wearing a towel, so it's really, really helped. I mean, do you have a towel? Just off camera that?

Speaker 2:

you're going to like put around your head, then okay, all right, not this time, but yeah.

Speaker 2:

So it's what's my kind of like motivation behind why I run my business the way I do and why I'm passionate about helping other people to run their businesses the evergreen way.

Speaker 2:

And when I say evergreen, I'm not saying that doesn't mean you can't live, launch and you can't do other things.

Speaker 2:

But I think ultimately, if you don't have a system in your business that allows you to wake up to sales, if you don't have a way to, you know, be out doing the shopping and go oh yeah, nice to sell, then you're really missing out. Because if you're taking all that time to regularly kind of get content out there, have a beautiful website, do wonderful brand photography, what's the point if someone can be discovering who does want to take action right now and you're making it impossible for them, like so many of us, inadvertently create a lot of hurdles in our marketing, which actually prevents someone from kind of jumping into your world and learning what it's like to work with you. And you know, for me, what I really learned was because when I started out in this back in 2020 and my kids were still, one was a preschooler and the other one had just started school. You know, I was tired. I even had long COVID and I tried launching and I was like this ain't happening.

Speaker 1:

No, no, yeah. So I mean we might as well go into that. Your business is a young business, just like my Facebook ads management business, but it looks like you started about a year before me and you were in a flat with two kids on. Services is what you call it.

Speaker 2:

It's kind of, yeah, government help essentially yeah, because I left my husband. He was in a different country. There are different laws there, which meant the second.

Speaker 2:

I left the country, he didn't really have much obligation, so that left me in a situation where I very quickly ran out of money and needed to go on universal credit, and beyond that I had marketing experience, but I really struggled to find a role that would enable me to be as present for the children as I wanted to be, which may maybe call me stubborn, but a lot of me is like I'm not paying for a nanny to spend time with my kids. I want to be with my kids and I want to do it yeah, yeah.

Speaker 2:

So you know, I kind of then looked into contracting and I was like wow, like there's a whole world of opportunity where I can work from my you know desktop. But what I didn't realize is that I was reliant on referrals, I was reliant on what just happened to appear underneath my nose and I wasn't instigating any of that. So I'd actually been kind of doing that for two years, from 2018 to 2020. I'd just been, I'd skilled up in Facebook ads, I'd started to kind of run Facebook ads, but it was really, it was really challenging and it also wasn't really what I wanted to do forever.

Speaker 2:

And so in 2020, I invested in my first ever business mentor to basically get support in launching a group program, and that was when I had my first 10k month, which is pretty trivial in comparison to the months I've had since. But at the time I was like my goodness, that's like I've had salaries in the past that were like 14k for a year. I mean, admittedly that was a very small salary, but still I made 10k in one month. And at the time because my business was very new, so I didn't really have a team or anything you know, the majority of that was take home money and in that moment I was like, wow, life really gets to it.

Speaker 2:

And I think I had a second month in a row that was like that, and then a third month which was maybe 20k, and I was like, right, that's it, we're moving out. So I ran it, rang up, you know, and said, take me off benefits, I don't want them anymore. Moved us into a house and my then boyfriend also moved in and that's how I kind of moved from doing everything by myself to him coming in to support me.

Speaker 1:

Nice Okay. All right, this was 2021.

Speaker 2:

That was 2020. So it was July, so 20,. I mean, this is what's really wild. I don't even know how I did all those things back then, because I came down with that illness in March I don't want to say it by name and was bed bound for about six weeks, somehow still launched in April and that's how much opportunity there was back then and that I could, in my sixth state, launch something. I based it on what everyone kept on asking me questions around. I was like like let's just create something based on what everyone keeps on asking me. And and by July we'd moved out and my then boyfriend was like I'm working full-time, you're working part-time, but you're making this kind of money. This doesn't make sense. How about I work less hours so you can work more hours and like, fully go into your business?

Speaker 1:

so that's my guy yeah he's.

Speaker 2:

He does a lot of fishing these days. He's very happy.

Speaker 1:

I mean well, yeah, like as a couple, like let's lean into what's working. It's like, why do this? Like I could transition to do something, so it's okay.

Speaker 2:

All right All right, it's funny.

Speaker 1:

I remember you just said, like when you couldn't say the name of like COVID and I remember randomly those days I was like you couldn't say the name of like COVID and I remember randomly those days and I was like I didn't want to say the name on social media because it would like scale down my reach or make a YouTube video unmonetizable yeah, so true, oh good time. It has its lingering after effects so has it been smooth sailing since then till now.

Speaker 2:

I I mean, like what you said about practice is so true. I don't think smooth sailing is quite it, because the way people buy and the opportunities in each year have looked quite different. So I was actually up until the beginning of 2024, still balancing, running a few ad accounts alongside also being a mentor, but I think it was in late 20, I'm trying to remember if it's late 2021. I think it was late 2021. Yeah, it must have been where I actually hired someone to help me grow an agency for my ads and then, as within about one month of having conversations with him, he's like do you actually want this? And I was like, no, I don't, I want to be doing what you're doing. That looks way more appealing. I love, you know, helping people and getting my nose under the bonnet of someone else's business and strategizing about funnels. Like it's the funnel bit that lights me up, like I'm so tired of coaches coming to me thinking ads will fix a poor funnel, like it just you know, it just wasn't it so around then I kind of then, and that's when I also knew that what I wanted to help people with was evergreen funnels, because having the beauty of obviously having the experience of supporting all those coaches is.

Speaker 2:

I looked at those who had evergreen systems and they were the ones with the most time off the team kind of systematically doing everything. Everything seemed pretty predictable. And then those who were live launching had enormous teams, enormous expenses, enormous pressure on those teams. Because the teams are big. A lot of the time those teams weren't working particularly well together and it was, generally speaking, pretty chaotic and my nervous system just couldn't cope. I just found it way too much. So I kind of knew a streamlined, lean way of running your business so that you can welcome new clients in every day was the direction I wanted to go in. So I made it my point to be amazing at it and and I was very fortunate that when I decided to do that, I just left a mastermind and a few women were like, yeah, I'll come and learn that from you, and they had a phenomenal experience working with me. One of them to this day is still spending £1,000 a month on ads and making about 20k back each month. It's obviously never exactly that, but when she averages it out.

Speaker 2:

It's that To the same webinar, to the same funnel that she and I created in early 2022. So this funnel now has been running almost three years and the only thing she's had to update is the ads. So, like when this stuff works, it works amazingly. But you know, for her she kind of hit the ground running really quickly. Not everyone else kind of hits the ground quite as fast as she did, but she really set a phenomenal precedent for everything moving forward.

Speaker 1:

Dang. Hold on though, polly. Like I think the listener missed the part of the conversation and might be a little confused. Did you also have, like a Facebook and Instagram ads agency?

Speaker 2:

Yeah, yeah, so I had like a. So I started off running ads and then, as I moved into, becoming a mentor. So if anyone is a service provider and thinking about making this transition, I'll show a little oversight in case it's helpful, because I don't think it's something people talk about very much. Um, but yeah, I went from. I mean, essentially every time I was an ads manager I just did so much more than that, as you can probably imagine. I was like no, this is your like, because I would look at their off, I'm like your office not quite right, the funnel's not quite right, and I would tell them what to do instead and I would kind of fix all those pieces so their ads could work.

Speaker 2:

But I then recognized that actually I was massively over over delivering for an ads manager and that some people just were feeling so much pressure to want to run ads when actually they really probably needed to spend a good month to six weeks on fixing their funnel before they did anything else or, you know, be in an agile enough place to be able to take my recommendations on board and implement them. But a lot of people just weren't in that place. So what I recognized, you know, the moment I had this mentor say to me you don't like this anymore, do you? And I was like no, I don't, I want to do what you're doing. We kind of made an escape plan for me, where what I did was I had an assistant who'd been helping me already for about 18 months at that stage and she actually said to me you know, polly, I'm actually really good at this. You just don't really give me a chance to to be good at this and do this, what bad good at running ads okay

Speaker 2:

so she's like you know, if you pass these accounts on to me, I could look after them. So we kind of had this weird hybrid model where she would be running the ads but I would be kind of checking in on her once a week and she'd reach out to me if she ever had any questions or anything that she was concerned about. I was still the main point of contact for my ad clients, but she would be doing the day-to-day kind of making sure the ad accounts were being looked after and updating all the creative and copy and all the rest, and it worked really well. It worked really really well.

Speaker 2:

But I think what was challenging for me was that obviously, as you know, ads are changing. Like the way ads work, you know, is evolving and changing all the time and you need to be on top of that stuff. And it reached a stage where I just felt I'm not motivated to be on top of that stuff. And it reached a stage where I just felt I'm not motivated to be on top of that stuff and and my clients deserved someone who was motivated to be on top of that stuff. So that's when I had to make the sticky decision of like, okay, this is where I leave entirely and, you know, fired a couple of clients who were still there. Like every time someone left, I didn't renew them and I would just continue scaling my coaching business and eventually I had to make kind of slightly sticky decision of letting go of 5k recurring revenue to make space for oh my mentoring business nice I mean not nice at the time, maybe somewhat scary, but still 5k recurring revenue.

Speaker 2:

Goodbye coaching hello yeah, it was scary. But at the same time I kind of came up with a really simple business model of like 10 clients all paying me a certain sum of money for a year, one hour call per month. And that's the thing I'm kind of phasing out now because actually that was way too time intensive. But it gave me that financial kind of bread and butter to know that anything I did on top of that would be. I mean, already that was well beyond. You know that was already profitable. But I knew that also gave me the space to to work on the more scalable parts of my business, like my group program.

Speaker 1:

So yeah, okay, all right. So I feel like you've shared so much, me really wanting to know what you're doing for scaling up your signature program. I think it's going to guide the rest of this conversation, which is what are we doing to grow it oh, my goodness, you know what.

Speaker 2:

I will admit that I'm in a phase of kind of really experimenting and playing with different things. It seems that what I'm doing is working. The the biggest kind of risk I have is that I'm in a phase of kind of really experimenting and playing with different things. It seems that what I'm doing is working. The biggest kind of risk I have is that I'm just obsessed with funnels and strategies and all of my clients all have slightly different approaches and most of the like 99% of them are working, and so sometimes I can be like, well, let's try on that client strategy for size because that looks fun. So I have to kind of rein myself in.

Speaker 2:

But at the moment what we're doing is I just have a very streamlined, simple offer suite, which ultimately means, regardless of what I'm selling, I'm kind of selling everything all at once, which is really handy.

Speaker 2:

So I've got my mastermind, which is for established business owners who are six, earning six figures and over, who are looking to scale and in there obviously I'm supporting them to figure out what they should be doing in terms of increased visibility advertising, podcast, guesting, speaking, all of that jazz, hiring Hiring plays a huge role in a lot of our conversations, hiring that success team and that's, like I say, the 70% of my revenue at the moment.

Speaker 2:

And then I've got my signature program, which is actually now called the Everyday Sales Accelerator. It was called Elevate for Evergreen and I realized no one even knows what Evergreen is, let's not call it that and that's technically a 90-day accelerator. But they get a whole year worth of calls and support and the idea of that is they come in and they either audit and elevate their group program so that they can run at Evergreen that audit and elevate their group program so that they can run it evergreen, or they design an infinitely scalable group program and launch it in those three months with me. And the reason why they have another nine months of access to calls is because I don't want it to be like so many other accelerators out there where you do the thing and then you go ah.

Speaker 2:

I wanted them to have like that kind of support network on the other side.

Speaker 2:

And then prior to that, I've got my super low ticket offer 10 days to speedy sales which essentially helps people come in with whatever they have already and it shows them how they can kind of create a cash injection within 10 days and what the levers are in your business to increase your revenue.

Speaker 2:

And what's really fun is obviously, if I'm selling 10 days to speedy sales, really good percentage. I wish I could say off the top of my head, but it's somewhere between I think it's about 30 to 40 percent depending on the month then go into my accelerator and then in my accelerator. Of course the goal is I mean the accelerator hasn't been running for long enough but my belief is most people are coming in maybe making three to five k. If they get to the stage where they're making seven to eight by the end of that year, they would be in a really good position to join my mastermind. So essentially I just have and what's beautiful about it is really established business owners can be jumping in and succeeding equally, those who are a bit earlier on can as well, but it is for those who are established in their expertise, you know, and they've got. They've got something that's worth packaging up.

Speaker 2:

That sounds awful, but there are some people coming to the world who've just got their coaching qualification. They're like I don't know how I coach, I don't know who likes working with me. I'm like, well then, you are not ready to be considering a group program at that stage. You just want to get enough one-to-ones to learn what makes you different, learn what makes them different and learn what's unique about working with you.

Speaker 1:

I mean, can I just say that is not awful to say that somebody needs to have something like worth scaling up Just by somebody hearing you say that you have saved them, potentially years and you know, getting caught in that whole sunken cost bias syndrome where you poured so much money into something that's just not going to work but you feel like you just have to keep going because it will work magically. Like I've had things that I thought could scale up and they just really couldn't because they were broken or they weren't really serving a need.

Speaker 2:

so like I think it's fine to say that, like it's so true and you know I talk about getting away from the problem of being fully booked one to one. But ultimately you kind of want that's a nice problem to have. You want to get to the stage where you are fully booked one to one, because that shows that you know how to meet a demand head on and that you and you can deliver effectively. Like all of those pieces are working, which means you're probably in the perfect position. In fact, some of my clients have come from exactly that predicament and usually it's just a mindset block around. Can I do a group program and will people still buy from me? Because I'm like when you solve the same problem, they don't care if it's you directly or you in a program, as long as it's clear. And obviously that's why the emphasis around creating a really strong curriculum is so important.

Speaker 2:

But this is what, when you say about like how I think it hasn't been smooth sailing. I think that's what's interesting about all of this, because there's so many things that have you know that we're having to kind of monitor all the time. So one if a certain type of funnel does really well for a while, sometimes it can just suddenly become old hat and really boring, and sometimes that's an advantage. It means that actually carry on doing that same thing, because suddenly you'll be the person doing something different and people will want to see it after all. But sometimes, you know, you do need to kind of evolve your funnel somewhat to meet the way people's buying trends are going Right and then, similarly, the way you deliver your content. People used to be really happy to sit there on their phone or on their laptop consuming content, to be learning, but nowadays, if you can turn that into, let's say, a private podcast, people will be much happier to be at the gym learning at the same time from you rather than having to sit down and make time in their busy days to watch one of your videos.

Speaker 2:

So the way curriculums have been designed is also needing to evolve. I mean, this is the thing about the digital marketing landscape is. The truth is, you know, we all know it's kind of constantly evolving and shifting, so you can never get too comfortable. There are certain things you need to be watching and of course, there are also some timeless marketing principles that will never die. Which is to be established as an authority is always, always going to serve you well, because as you evolve and shift. People will follow you because you are that authority. Bonus points if you've got a towel on your head, they'll definitely follow you. If you've got a towel on your head, you know. And the other thing is, of course, you know, having strong messaging. Again, that just means, whatever funnel you throw at it, it's going to be working so much better.

Speaker 2:

And the other really important piece is, you know, have an offer that actually meets a demand. There's so many people who have this like 2020, 2021, habit of like. I will create the demand. I will make sure everyone knows that we live a longer life. If we burn 10 incense sticks behind my head and if I just keep on showing incense, people want the incense and it's like just make life easier for yourself and meet. I mean, it's a really terrible example, but I'm trying to be random here, to not offend anyone and just choose something that just obviously doesn't exist.

Speaker 1:

But wait a second. We need to read that couragericulum Vita's like book again.

Speaker 2:

Yeah, exactly, yeah, I really should. But you know, creating like a lot of the time people just don't take the time to think about what are people actually proactively seeking? And that plays a really big role in Evergreen. You know we're talking about how can we create everyday sales with a group program when somebody sees your advert and they're like, oh, my goodness, I needed to see this today. This is exactly what I've been thinking I need. Then you are going to be making sales with so much more ease.

Speaker 2:

If someone's looking at, oh, that looks kind of interesting, I don't know if I need it. It's going to be so much harder for you and so many niches will often say to me oh, but there isn't a need. People aren't investing in X, y, z it's just never true. Need people aren't investing in xyz it's just never true. There are always people out there investing in the problem you solve. You're probably just not packaging it up in a way that's creating urgency for them, but that's how we make evergreen funnels work is by standing out as an authority, but also, equally, you know, having that piece where we are meeting a problem that people want to spend money on solving. No, no convincing required.

Speaker 1:

That's like the perfect segue into our next episode.

Speaker 2:

Yay.

Speaker 1:

I feel like that. Do you feel like that?

Speaker 2:

I do.

Speaker 1:

Okay, cool. Well then let me talk to the listener quick, like if you've been like sitting on the edge of your seat, like okay. So how do we do this evergreen funnel thing? Or I have a group program, launch size revenue without launching, and what Polly's saying sounds great to me. Can we get into the nitty gritty? Well, it looks like we're going to do that, in addition to like kind of pulling the cover back that's a cliche On her funnel and how she runs ads to it and how she is drowning in sales calls right now. But what is powering that and where are these sales calls coming from? All that's going to be in the next episode. Sound good, polly.

Speaker 2:

Sounds perfect.

Speaker 1:

All right, well, thanks for being here, thanks for recording this one with me.

Speaker 2:

Pleasure.

Speaker 1:

And the listener. We'll see you in the next time. Until then, be blessed, take care and goodbye.

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Kwadwo Sampany-Kessie

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