As you know, I'm a big fan of using evergreen webinars and automated funnels to sell your course or high ticket coaching program or mastermind. There are quite a few reasons why webinars work so well for selling your program on autopilot.
But before I talk about why they’re so amazing, I want to be sure you know exactly what an evergreen webinar IS.
An evergreen webinar is an automated webinar, meaning that it is pre-recorded and uploaded to a webinar software, and people can access it on an on-going basis.
Now that you know what they are, let's talk about why they work so well for selling premium offers.
1. Evergreen Webinars Build Instant Know, Like, Trust Factor
Evergreen webinars work well for sales of high ticket offers because webinars establish the “know, like, trust” factor very quickly - that goes for a live webinar or an automated webinar.
Being on camera with your viewer is so much more powerful and impactful than a social media caption, a sales page on your website, or an email from you.
Now, those other three things are absolutely part of the ecosystem of a healthy funnel.
But the webinar itself — the actual video content and getting your audience onto that broadcast page so that they can watch you on the webinar — is crucial because it establishes that know, like, trust factor very, very quickly with your audience.
It might take you 50 or 100 emails to get the same powerful reaction of trust and loyalty that you can get from just 45 minutes on video.
2. Video Is Personal: People Buy From People
The next reason why evergreen webinars work well for selling high ticket offers is that video is personal by nature, and people like to buy from people.
I want you to think about the small businesses that you’ve made purchases from in the last 6 months.
Have a few in mind? Good.
Now think about why you made that purchase.
Was it the logo? Fancy website? Clever Ad copy?
Or was it something about the owner, the story of the business, or a relationship with an employee that enticed you to buy?
At our core, we are social creatures.
We’re motivated to establish relationships, and that means we buy based on emotional reactions to other human beings.
An email sequence or a Facebook post does not have that “straight from your mouth to their eyes and their ears” vibe the same way a webinar broadcast does.
Don’t get me wrong, you know I’m obsessed with email, but it doesn’t have that same personal connection as your sweet grin on camera.
Your audience may never know if you had a pro copywriter write those emails or social media posts for you (wink, wink), but when they see you on video, they know that it was definitely YOU speaking straight to them.
It was YOU communicating that value and helping them get the kind of quick wins that are so easy to teach on your incredible auto-webinar.
Because video is personal and people buy from people, I love when my clients use autowebinars for selling their high ticket offers.
3: You Can Test & Change So Many Pieces Of Your Funnel
You can test and change so many aspects of your evergreen webinar funnel, which makes it an infinitely customizable way to sell your program.
You can test and improve things in a way you just don’t have time to do during a live launch.
You can test things like…
Webinar Title, Hook, and “Things you’ll learn”
Registration page copy
Tripwire/No Tripwire
Webinar content/video
Purchase page copy
Sales Page Copy
Case Studies
Email copy/length/cadence
You can A/B test the webinar title, or you can test one title option and then switch it out a month later and test a different title for the exact same content.
Once you identify which title gets more opt-ins, you can use that title as a way to improve the funnel and get better conversions at the opt-in stage.
You can — and should! — also test the emails to see which are performing the best in terms of click-throughs and sales. You can do this easily by using UTM codes and checking on the click and conversion rates for the various sources.
There are so many ways to test and improve your evergreen webinar funnel constantly over time to get more sales and a better customer experience.
In a launch where you have an open/closed cart situation and you have a live webinar, once you've run it (unless you're running 2 on the same day or the same week) you don't have an opportunity to test and make improvements based on the data until 4 or 6 months down the road when you're running your next launch.
With an evergreen webinar, you can be doing funnel health checkups every single month, which is something that I do with my clients the first month after they’ve launched their evergreen webinar funnels so I can help them constantly improve it.
(Or longer, for client who keep me on for continual funnel health checks monthly.)
4. Webinars Naturally Lead Consumers to the Next Step
Evergreen webinars work well for selling premium offers because they are a natural lead into the next step.
If you have a high ticket coaching program, it's very natural at the end of an hour teaching your best content to invite the viewer to take the next step.
Whether that’s a phone call — particularly if you have a program that's $3,000 or more — or joining your course.
Once people listen to you for an hour and recognize that you can give them the transformation they need, they inherently want to learn more from you.
And that means either hopping on a call to find out about your coaching program or actually jumping into a purchase page to enroll in your course.
Final Thoughts
Those are the 4 big reasons why evergreen webinars work so well for selling premium offers.
Have you already launched a program — with some great customer results! — and you're ready to create monthly recurring revenue rather than the exhausting, chaotic cycle of launches?
Reach out to me with this link to request a brief call to check up on the health of your current sales funnel and learn how I can create an evergreen automated funnel that brings you more monthly sales with less work on your part.