The 4 Key Pieces You Need to Sell Your Course on Autopilot 24/7

Tired of only making sales when you're in launch mode?

In this episode, I’m breaking down the four key pieces you need to start selling your course on autopilot, every single day.

You’ll learn:

• The 4 essential pieces to selling your core offer 24/7. 
• Why a “Why Now” moment is the secret to sales on autopilot. 
• What your automated webinar must include to do the selling for you
• The post-sales sequence that will double conversions.

🎧 Listen now, then grab my FREE Daily Sales Guide, created specifically for female course creators who are ready to ditch the exhausting launch cycle and build an evergreen sales system that brings in consistent income, even when you're offline.

Transcript

0:05

Welcome to the Empowered Edupreneur Podcast. My name is Michelle smit, and I'm an ex-teacher turned online business coach for Edupreneurs the owner of Digiteach and a six-figure entrepreneur. I am in love with empowering educators just like you to create freedom filled online businesses and lives they love. If you are looking to uplevel your skills, your finances, your mindset, and change the trajectory of your life as an educator and business, then you are in the right place. Think of this podcast as your weekly dose of business and mindset development to help unlock the infinite potential within you. To play bigger with your life and go after your dreams. We are going to have so much fun together. So thank you so much for pushing play today. Now let's dive in. Hello, beautiful. Welcome back. So happy to have you here. And today I am talking to you about something that I see all the time, and it's something I've seen for years since I started helping people sell courses online. And it is when people want to sell their course all the time, not just during a live launch. And what the term is for that is selling their course evergreen. So when I refer to Evergreen, I mean, selling your program or your offer all the time, not just during a live launch where there's an open and a close enrollment period. I've seen it so many times. People want to go straight to selling evergreen. Which is not a good idea. And the other thing that happens is obviously sometimes people just get burnt out from launches, which is super common because launches can be intense and you do eventually get burnt out if you do a lot of them. I would know. But they will feel exhausted from the launch. And then after that they would say I'm going to sell my course evergreen all the time. And I've had clients and students tell me that and I've then had them tell me that they've made no sales and they don't know what's going on and they have to go back to live launching. And so this is just very common. It's something that I have experienced myself in my business and something that I've seen with many of my students. So this is what this episode is about. I'm going to share with you the key four pieces that you need in order to sell your course all the time, 24 7, without having to have a huge live launch to do it, because you will need to learn the skill moving forward. Because you cannot just rely on live launches to make sales because it's not sustainable. Of course it's really a powerful way to inject revenue into your business. Live launching is still the best way to make money in terms of big influx of income. But you don't want to just be making sales when you're launching. You want to be making sales with your amazing programs all the time. That is really the magic, isn't it? So I'm going to walk you through the four key pieces that you need in place if you want to sell your course continuously in the background so that you don't just rely on live launches that burn you out. The first thing you need is a juicy, evergreen friendly offer. This needs to be something that can sell 24 7. All the time. It's not time sensitive. It doesn't depend on a certain time of the year. It doesn't depend on certain things that need to happen. There is a demand for it all the time, and people are wanting to buy or solve that problem all the time. Now, if you want consistent core sales and you want to make evergreen core sales, then this offer, this evergreen friendly offer needs to be irresistible and it needs to be as juicy as you can possibly make it. So it needs to have a very crystal clear transformation that is specific. So there needs to be a specific transformation and result at the end of it. This needs to be understood very quickly, literally within three to five seconds. And this program needs to be timeless, meaning it needs to be relevant all year round. Now evergreen friendly offers are not seasonal, they're not trendy. They solve a core problem that your ideal client is actively seeking help with at any time of the year. And most importantly, they are designed to sell without needing your entire live presence. Now you can sell Evergreen group programs where you deliver live calls. That is possible, but typically you'll have an evergreen program that is predominantly digital curriculum, so it is something someone can buy and get login details sent to them immediately, and that they can go through the program in their own time. If you are wanting to deliver it as a group program like an evergreen group program, then you still would need some sort of digital curriculum. But then every month or every couple of times a month, you would have a live call. And while they're in that program, they get access to those live calls. And it just is this ongoing thing. So it's not like a cohort where you start and stop at the same time with everyone. People can join all the time and they can join the calls as soon as they join the program until that time is over. So say it's a 10 week program, then after 10 weeks they lose access to the calls. Does that make sense? So you really want to make sure that your offer is really strong and has certain ingredients in it. Specifically a strong program promise, something that people are actively wanting. And to be honest, this offer should be tested live. So if you haven't sold this offer live, your first step is to actually live, launch it to see how it converts, and then only later will you turn it Evergreen. Now, if you're running a webinar and you convert 10% of the people who attended or watched the replay of your webinar. And 10% of them bought that offer, then you know it is hitting the numbers that you can turn it evergreen. So that is very, very important. You need to have the data to be able to see, okay, does this offer have legs and does it have enough legs for it to be turned evergreen? So you really want the messaging to be very, very strong, very clear. So that when someone sees the offer, they can literally understand exactly who it's for, how it helps them. It can resonate with them deeply on a very specific level, and then they will feel like, yes, this is my solution, and they'd be more compelled to buy. If you haven't done all of those pieces of testing the offer, testing the message messaging live, you will need to do that, and then you will need to improve your offer and improve your data live before you can then turn it to evergreen. The next second piece that you will need for your course to sell all the time. And this is one of the most overlooked pieces of an evergreen strategy, or when people try to sell their course, evergreen is urgency. It is a why now moment, a buy now moment. Because when you sell something all the time, you don't have that natural live urgency in a launch because live launches, that's why they are so effective. They have real life urgency. There is a very clear, open and close enrollment, or something is disappearing, the price is going up, the bonuses are changing. Something significant is happening, and that drives people into making decisions and taking action. Because here is the truth, people do not buy when they don't feel moved. And urgency, authentic, ethical urgency that is real helps people make a buying decision. I'm a huge fan of urgency. I think it makes people make decisions otherwise you procrastinate and that's a good thing about urgency. So when you are selling your course evergreen, you need something in your offer that will help them see that this is something they need to buy now, not later. So you need to still build in some level of urgency within your Evergreen sales system. And this could look like a limited time bonus that if they buy within a certain number of days, they will get this extra thing. Or even on the call, if they were to buy during the webinar, they could get this specific amazing bonus. It could be a price incentive. So, you could have $300 off for 72 hours. And if they buy within those 72 hours, they get $300 off. It could be a fast action bonus, so if they buy, as I said on the webinar, they can get something amazing with you, or it could be some sort of consequence of the inaction that they take. And so that is what you need. You need a buy now moment. Why should I invest now? And you need to give them a reason. If you don't give them a reason to buy now, they will not buy. If you just say, here's this offer, it costs this amount, these are the bonuses. There's literally zero urgency. There's no reason for you to buy now, then most people will not buy. But if you were to say, hey, this is the offer for the next 72 hours, you can get it for $300 off and you'll get this amazing bonus. That gives someone more reason to be like, hey, this actually looks really cool. And this is something I need now versus later. So of course this isn't about false scarcity and lying about things. It's really about seeing how can I build in real urgency to help someone make a buying decision. So if you have a funnel that allows you to sell your offer for a certain amount less for a certain number of days. That is real. Once that thing times out, it goes to the full price. It's like when you go shopping and then there's a sale for something and then you miss the sale. This is why sales work, this is why shops always have sales because it helps people make buying decisions. It gives people a why now moment. Why should I buy this thing now? Because it's on sale? Because it has this amazing bonus, right? Because lack of urgency and all of that, it kills sales and indecision kills sales. And when people don't have a reason to buy, they will be in that indecision phase or that procrastination phase. So build in a bonus or discount or early bird or pricing reason for someone to make a buying decision that has to be built into your offering for your Evergreen sales system. The next third piece is an automated webinar that does the selling for you. You cannot just put your course on your website with a sales page and think that people are going to buy it. It doesn't really work like that. You have to have a sales system that does the selling for you. And some courses, depending on how cheap it is, if it's a very low ticket course with a sales page, yes, that can work. But if it's a $500 up to $2,000 course, then you want a automated webinar that's going to sell this thing. Now once you build this, it's a game changer. So you have to have an offer that has got legs. It's an Evergreen offer. It's a juicy one. It sells, it converts. And then you have to have a very strong why now moment built into your offer. So what's the urgency? What are people going to get out of this promotion? And then once you have that, you want to build out a webinar that sells your offering. Now what I would recommend is to deliver this webinar live and test it live multiple times and improve it live. And then once you have a good version that is done live, you will take that version and you will turn it Evergreen. And by that it means you will build out like a simple sales funnel that has your evergreen automation of that live. You'll take the live recording. You might rerecord bits of it or edit pieces of it. But essentially that live recording becomes your automated webinar that you then use later. So in this webinar, you need to be telling your story, showcasing your authority, shifting beliefs. You need to build and give enough value to build trust. You need to build up desire for transformation. You want to present your offer very effectively and pictured in a very effective way. You need to have strong messaging, and then you obviously need to have a why now moment where you give people a reason to buy now, not later. Now, this is not a free training where you go and teach all the stuff and overwhelm people with information. Because really remember, people don't need more information. People can get all the information they need from ai. So what you need to do is you need to have a strategic piece of storytelling that creates resonance, trust and inspired action. You want to activate them into becoming the next version of themselves, and you showcase that transformation and how your offering will help them become that next version of themselves in whatever niche that you are in. And so when you do these pieces well and strategically. It's about a 60 minute webinar that you can set up evergreen so that when someone opts in, they see it immediately. They see, they watch the webinar, and then they get presented with your offer, with your sales page to buy with a buy now moment or a reason to buy. So a certain number of days or whatever it may be. And so they can get a discount or special bonuses. And if you can build that out effectively and this webinar piece is really important, then once you've got that, you can make sales, it can do the selling for you. You don't have to live launch it, it will just sell for you all the time. Now, the last piece to this system is a strong email sales sequence. Because the follow up is magic. If you don't have a follow up, then you are losing most of your sales because most people are not going to buy necessarily on the webinar unless you have a very good bonus for during the webinar. Most people won't bond the webinar depending on the price point. Sometimes they will, but if it's a higher price, they'll take some more time to buy. And this is where your email sequence, your automated email sequence piece comes in. And this is this gentle but powerful sales sequence that nurtures your people, gives value, and sells your program. So when I say gives value, I mean not necessarily teaching. But connecting and sharing your perspective. But essentially it's a sales sequence. So you want to be shifting beliefs. You want to be addressing their objections, like what are the things that are stopping your people from buying? What are they thinking internally? What are they fearful of? You want to talk about that openly in these emails and address it head on. You want to build in social proof and testimonials of your program and how it's helped people. You want to have personal stories that create connection or resonance and you want to have a very clear call to action to buy your program with the very clear, this is the buy now moment. This is the urgency. Either the price is going up or the doors are closing, or something is happening that gives them a reason to pay attention now and yeah, I don't want you to think of this as like a bro marketing sales sequence. I want you to think of this as like a heart centered invitation to your people to say, hey, I've got this amazing thing for you. This thing can help you do X, Y, Z, and I'm going to help you feel comfortable. I'm going to make sure I'm going to send emails that help you make the best buying decision for you. So that's what that sales sequence is meant to do. Help your people feel safe enough to make a buying decision. And if you've got a well-crafted email sequence that delivers over, it's typically around a 72 hour period. And it's about maybe 9 to 10 emails, and I know you're going to say, wow, that's a lot of emails, but that's just typically what it takes. Because people don't read all of them. If you have that and you've got the webinar piece. You've got the strong offer. You've got the strong why now moment, you've got the webinar piece, and you've got the post webinar sales sequence, and all of those pieces are doing the things that they need to be doing. Then you will have a powerful sales system that will sell your course all the time on autopilot, provided you are promoting that thing. So you need to obviously get traffic through it and run ads or run organic traffic through it. But people will go through that journey and a percentage of people will buy your program. And that means that you can lift your foot off the gas. You don't have to constantly be hosting these really big launches where you do a few times a year, but then you've got the sales system that sort of works in the background for you all the time, and that is the magic. And that is when you feel spaciousness, when you your nervous system can relax and you can finally build out systems that work for you so you can relax and stop working all the time. Because let's be honest, that's the magic of online business is automation. So if you are ready to go deeper into building your own Evergreen sales system, then I actually have something for you. I have built my Free Daily Sales Guide, which you can get underneath this episode in the show notes or whatever. And it is designed for female course creators who are ready to ditch the constant high stress launch cycle and start selling their offers consistently in a way that feels grounded and scalable and builds in a bit more automation into the process. So Evergreen sales. And I'm going to be pulling back the curtain on what six and seven figure business owners are doing behind the scenes to sell their courses all the time. So they don't rely only on launches. Because if your business only sells during a launch. Then it will be at risk. You need to build out a system that also sells all the time on top of that. So definitely grab that guide. It's free. And it'll just give you the first step into, what are these main machines and what do they look like and how can I start implementing them in my business? And I hope this episode was a valuable and helpful and you are feeling inspired to build out Evergreen sales systems that sell your stuff all the time because it is amazing. Now, I hope you have a beautiful day, and I'll chat to you again soon. Bye. Thank you so much for tuning into today's episode. If you love what you heard today, then be sure to take a screenshot of the episode and share it on your Instagram and tag me in it. I honestly love hearing from you and I appreciate you so much and can't wait to connect with you in the next episode. In the meantime, go create a business and life you love.