SUMMARY
- Internet Marketing Land likes to sell business owners an idea called The Evergreen Funnel. This is the idea that you can create an “automatic sales machine” with a specific set of emails and pages.
- The concept is ineffective and doesn’t work for most of the businesses that try it.
- It’s also misleading because it gets the business owner to look at the conversion process from the perspective of the business, rather than looking at it from the perspective of the customer.
- The Evergreen Funnel doesn’t consider the reality of how people buy, i.e. The Customer Decision Journey. This is a key concept in understanding how people make buying decisions.
- This failure of understanding is why most Evergreen Funnels try to get people to buy within 14-30 days… when the reality is that most prospects buy after 90+ days.
- To understand why most people buy later, consider this: for someone to “Buy Now” 5 Conditions need to be “true”… and the business owner has no influence over 4 of them.
- To get the best results with your marketing, you want to consider a long-term nurturing and enrollment strategy to sell to people when people are ready to buy.
- To prove why Evergreen Funnels are broken, in the next episode, we’ll look at a concept called Time to Conversion.