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Build it Once, Sell it Forever – Podcast Episode 21

Imagine this: you create a product or offer once and then it keeps selling day in and day out, for months or even years. And it keeps selling every single day, even when you take some time off.

This reads like a description of the typical “Internet lifestyle” dream. I’m not about to sell you this dream, of course. What I am about to do is give you a detailed, practical insight into how exactly we have made this happen with one of our products, Hybrid Connect.

We took deliberate steps to make this product “evergreen” and the steps worked (as they’d done on several previous products). In this podcast episode, you’ll discover exactly what those steps are.

Podcast Audio

Click here to download this episode.

Do you have any questions about making your own offers evergreen? Any other feedback on this episode? Leave a comment below and let’s get a discussion started!

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Shane
 

I'm Shane Melaugh and I'm the guy writing most of the posts on this blog. My goal is to provide you with useful, straight-forward insights on how to grow your business by creating compelling offers, driving traffic and increasing conversions.

Click Here to Leave a Comment Below 20 comments
Karim Alinani - September 26, 2013

Hi Shane,

I am a proud customer of Hybrid Connect, no doubt it is the best plugin to build tons of email.

This podcast was really wonderful, it has so many golden nuggets. Few of these things i do, few i don’t and some of them i never thought of. Really helpful, keep up the good work.

Can you tell me how can i access all your previous podcast as i have missed a lot of these but can’t afford it anymore.

Thanks

Reply
Hazel Lau - September 28, 2013

Hi Shane,

Thanks for this wonderful podcast! This is my another fav podcast from IM Impact. :)

I can see how you really make “lean startup” concept into your business – not just preaching but actually do it (and succeed!)

I also see a general framework of product launch, pre-launch, actual launch, post-launch and etc.

I’m in a service-based business – it’s not an info product or an app or etc.

I’m wondering:

in your experiences, is it necessary/ practical/ possible to do a similar “launch” to a service-based business like mine?

The limitations:

– Service is not delivered automatically. It’s hard to set launch date and get tons of buyers on a day without literally doing works behind. We are limited by time and resources.
– Without a so-called official launch date, the building anticipation and getting the community excited to look forward to seems not feasible here

But service-based business could be evergreen as well. We are not looking for a short surge in sales but rather, a consistent working with clients and build a brand in long run.

Can product launch principles applied to increase publicity and awareness to my brand?

I know you’re not in service-based business at least not as I know. Do you one contact in mind that’s expert in service-based business that I can talk to?

Thanks!

Reply
    Shane - October 10, 2013

    That’s a very good question. The biggest issue with a launch for service based businesses is that there’s usually an upper ceiling to how many clients you can handle at any given time. Getting a big spike in clients can often cause more harm than good, because of this.

    Here’s what I would suggest for an equivalent to a launch for a service based business:

    – Figure out what the upper limit for new clients is.
    – Approach a few select partners that can bring some traffic to the launch, but don’t go too wide, because you know that there will be a limit.
    – Create a launch that is not time limited but rather limited by the number of clients you can take on. You can use this as a powerful scarcity factor, because with this kind of limit, no one know how long it will last.
    – When you reach the client limit, clearly advertise that you are sold out due to popular demand and collect leads from the traffic you’re getting.
    – Put a lot of effort into converting the leads later on, when you’ve processed the initial batch of clients and make sure your affiliates get credit for new sales and know that your long-term follow up is part of the promotion.

    Reply
Lonnie Robinson - September 29, 2013

Hey Shane,

Thanks for this insightful podcast.

As you already know, I have enjoyed promoting the Hybrid Connect plugin to my clients and prospects, as well as using the plugin myself.

It amazes me how so many product creators put so much work into the creation and marketing of their products and services and fail to realize the value of making it evergreen. They leave so much money on the table, so to speak.

I hope that many get the opportunity to hear this podcast.

Thanks Again!

Lonnie

Reply
    Shane - October 10, 2013

    Couldn’t agree more, Lonnie. The launch-and-ditch model makes some sense for information products (especially shallow but high priced information products). But it’s completely ruinous when applied to software.

    Reply
matt - September 30, 2013

Great podcast Shane!
Quite timely to as I am looking at setting up an evergreen campaign and you have given me some great insight into how to put it together effectively.

cheers,

Matt

Reply
Anton - October 1, 2013

Hi Shane, Enjoyed listening to you as always, there is always valuable information to be found in what you say. May I make a comment about your podcast as opposed to when you are talking on video. I am a person that is always busy and also easily distracted so in the last two podcasts of yours I found myself easily wondering off to some other task without even realising it. I did not notice this when I was making eye to eye contact with you as you were talking on video. Maybe it is just me, but I stay more focused on what you or anyone else is saying when watching you speak as I would with someone who was really speaking to me. I am a person who works from home, so I don’t have mind numbing time to kill in a car or train and in my home office where I listen to you, there is always to million things to do. If you can, please keep the video version going as well.

Reply
    Shane - October 10, 2013

    Thanks for your input, Anton! I also have a wandering mind or wandering attention like that. It’s a good reason to add video to these episodes.

    Reply
Duncan Elliott - October 3, 2013

Hey Shane,

Its rare that I listen or read your stuff and *dont* get a valuable, actionable idea. This happened today listening to this podcast. One of my main businesses is outside of the IM sphere and this reminded me/ spurred me to tweak and grow our social media Facebook contest and share process.

My team are on it as we speak ;)

Thanks

Duncan Elliott

Reply
    Shane - October 10, 2013

    That’s really awesome, Duncan! Makes me happy to know that I could contribute something useful to your business. :)

    Reply
Joel Young - October 8, 2013

Hi Shane
I rarely comment anywhere. I think this is the third you’ve elicited from me.
You rock. This is a great podcast – very inspiring.
Even though I’m in a completely different industry, there’s loads of general nuggets I can apply
Thanks for being awesome
Joel

Reply
    Shane - October 10, 2013

    Thank you very much, Joel! I’m very grateful that you took the time to leave a comment and it means a lot to me.

    Reply
Edna - October 15, 2013

You just gave me a great idea to use on my new website, thanks a lot!

Reply
Michael Eccles - November 5, 2013

Hi Shane,

Sorry to be dong a ‘catch-up’ here – and you are probably focused on the amazing Thrive Content Builder Plug-in Launch, but this is a great audio…

If anyone finds this post, and has not yet listened to the audio, believe me, its content will give you a perfect blue-print on “How to Sell a Product and make it Evergreen”. Yet again, Shane shares – where others would charge significant $$$ for this valuable information….

So Shane, if you do have time to get to it, I would love some expansion on your testing process: To the Sales Page, and Your Sales Video.

Specifically, how did you decide what to test on the Sales Page? Was there some logical process – or did you just try this and then that and then look at the conversion results?

What volume of traffic did you decide was needed to get a good test result? Or did you just use a time-frame for each test?

Then, how did you decide what to change in the Sales video when you completely re-shot it?

Did you do all of this using LeadPages? And are the answer to the questions above to be found through using their software or perhaps some other software?

And is the How To? in terms of the testing you did, relatively easy to master?

All of the above questions are vitally important for me to master, and I would be really grateful if you could point me in the right direction!

Many thanks for your generosity,

Michael Eccles

Reply
    Shane - November 5, 2013

    Hi Michael,

    Conversion testing is honestly not one of my strengths. I’m an amateur at it, at best.

    I always try to test high impact elements first. For example, testing different headlines at the top of the page will have a greater impact than testing different colors for the buy button. Another thing I tested was the way to three different price levels are presented: in simple boxes on the main page, in boxes on a separate page (along with testimonials and FAQ) or in a pricing table (also with testimonials and FAQ). Again: I’m testing big differences, not just small nuances.

    As for traffic volume and numbers, I leave that up to Visual Website Optimizer, which is what I use to run the tests. It will automatically do all the necessary calculations and tell you when you’ve gotten enough traffic to get a significant result.

    I did not use LeadPages for Hybrid Connect. Hybrid Connect pre-dates LeadPages. :)
    Also, LeadPages is something I use for smaller landing pages such as opt-in pages, webinar registrations and webinar replays. For sales pages and full marketing sites, I’ve always used WordPress, usually with some theme I do some customizations on.

    Reply
Aaron - September 17, 2015

Shane I know this post is kinda old, but I was wondering what sub niches in internet marketing do you consider to be evergreen?

Reply
    Shane - September 28, 2015

    Hello Aaron,

    Any niche that isn’t just jumping on whatever the latest fad is. The non-evergreen stuff is always about trying to monetize whatever new platform has appeared (Pinterest, Periscope, etc.) and usually, that kind of thing doesn’t last.

    Anything that’s about actual marketing and business rather than gimmicks is potentially evergreen.

    Reply

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