March 3, 2025 • 32 mins
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.
Watch the next episode on YouTube, "How to Create Launch-Size Revenue Without Launching featuring Polly Lavarello"
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So today we have a guest that actually her
expertise is really close towhat I'm trying to do, which is
build an evergreen funnel.
She's an evergreen scalingstrategist plus mentor.
Her name is Polly Lavarello.
I was on her podcast and nowshe's on mine, and so let me
read her bio quick for you, hey,polly.
So in a world of silver bulletpromises and underwhelming
(00:22):
support, polly Lavarello'severgreen scaling strategy
turned audaciously ambitious andhighly skilled business owners
into cushy CEOs.
And let me just pause righthere Before we hit record, even
though this, technically, is theepisode that's supposed to
happen.
Before we hit record, we werejust diving into her expertise
and it was pretty cool learningabout her lead magnet and how
(00:44):
it's feeding high quality leadsinto her funnel.
And the reason I started askingmore questions is because,
paula, you say that you're justinundated in sales calls and I'm
like not everybody says that,so that is a good problem to
have yeah, I have.
Speaker 2 (01:01):
It's been a really, really busy month, but you know
what?
I'll also say that it's aresult of compounding efforts
and refinement and optimizationsover the last year, which is
what I'm all about.
You know, I'm really tired ofseeing coaches crashing and
burning and constantly feelingthe need to reinvent themselves.
So, yeah, I've been walking myown talk and it's really
starting to pay off love it,love it.
Speaker 1 (01:22):
And so, dear listener , in this upcoming episode not
the one right now the one rightnow is going to be good, but in
the upcoming episode, especiallyif you have a group program and
you've been wanting to, I don'tknow, achieve the Holy Grail,
evergreen funnels, like, we'llbe talking about turning your
group program into an everydaysales machine and how to create
launch size revenue withoutlaunching, and we're going to
(01:47):
dive into this funnel that Pollyhas set up.
I had some really goodquestions for her, which I will
re-ask in the next episode, butas we continue with this one,
through her Elevate forEvergreen Accelerator, polly
gives you the simple, repeatableand customizable methods to
create a cushy stream of dreamclients yes, please.
And monthly recurring incomeand so much time back that it
(02:09):
feels weird I could sign up forthat myself, even though I don't
have a group coaching program.
Welcome to the show.
Welcome to the show, polly.
Speaker 2 (02:17):
Thanks for having me.
I'm always so happy chattingwith you.
Speaker 1 (02:20):
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 thoughI know it's a bit later in the
day for you and you've had along day so far.
Speaker 2 (02:33):
Yeah, no, it's been like I said, it's been a really
intense month.
It's when everything startsworking 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 talkingto my, I regularly talk about
scalable business models, butthere, you know, there's a bit
of kind of humility andadmitting sometimes when we're
not necessarily entirely walkingour own, you know, walk or talk
(02:54):
and yeah, I kind of got burnt,burnt this month, but it's, you
know, every time these thingshappen it's an opportunity to
kind of reassess and reinvent.
Speaker 1 (03:02):
So it's all good to kind of reassess and reinvent.
So it's all good.
It's all good, I feel like it'sall practice.
Some of it very truly is bad inthe day-to-day, but it's
practice that amounts toexperience, that amounts to
success further down the road.
Speaker 2 (03:18):
A hundred percent and actually, funnily enough, it's
something I was reflecting onrecently that a lot of people in
the business space sell how tocreate scalable systems and
people can spend so much timeensuring everything that they're
building is scalable andoptimized and all the rest, and
then actually suffer in terms ofsales because they're not
actually paying attention to allthe things they need to be
(03:39):
paying attention to to have thatconsistent sales coming in, and
so they end up with thisbeautiful kind of way of looking
after clients but no clients tolook after.
So it was actually a relativelyintentional decision recently
to be like stop obsessing aboutcreating I don't know fancy air
table kind of automations andlet's focus a bit more on just
(04:00):
getting out there and gettingmore visible and, you know, have
it as a nice problem to havewhen it all becomes too much,
and then you know those otherbits are actually a lot easier
and quicker to fix.
Speaker 1 (04:11):
But having consistent sales that's probably one of
the most challenging elementsrunning an online business for
sure, and doing these thingsthat are unscalable, like
reaching out to a good number ofthe new people that have
downloaded a lead magnet orpurchased a mini course and
gotten an email list it's notscalable, but at the same time.
It's quite beneficial for thebusiness and for folks like me.
(04:32):
I don't know, are you like thistoo, where you just like to
meet the people?
Speaker 2 (04:37):
oh yeah, no, I really really do.
I really that's.
Honestly.
One of my biggest downfalls isI just love human beings and
I've been on such a journeymyself like over the last five
years, like someone actually,weirdly enough, was trying to
enroll me into their mastermindtoday and he said to me oh, you
should be working with theversion of yourself five years
ago.
And I said the version of mefive years ago was on benefits
(04:57):
in a flat with two small kidsunder the age of four, you know,
like just launching my, and Idid some pretty courageous
things back then to kind of getmy business up and running.
That, yeah, so I was likewhoever it is I'm speaking to,
it's not five years ago, cause Iwent from that being on
benefits to running a multi sixfigure business within three
years.
So it all happened very, veryquickly and I'm not going to
(05:18):
pretend that I wasn't very luckythat I launched.
I know, similarly, for you, thelike COVID had a huge impact.
The pandemic had a huge impacton your business.
Similarly, for me, it created agoldmine of opportunity which I
don't think any of us quiterealized at the time until hit
2024, when suddenly everyone'skind of having a very different
(05:38):
experience.
Speaker 1 (05:39):
Yeah, I can't say that COVID brought a goldmine of
opportunity.
It kind of just killed mybusiness.
Wonderful teaser by the wayWonderful teaser, by the way
Like two kids in a flat, my,when I was growing up, for the
majority of my childhood like Idon't know what it's called in
the UK, but like for us it'scalled food stamps and my
(06:00):
parents were well, we were onfood stamps and we weren't in a
flat, but it was like a prettysmall house in the ghetto.
We're going to jump back tothat.
I want to hear all about it,but before we do, can you give a
snapshot of your business as itcurrently is and then we can go
back in time to wherever youwant to go back as we talk about
(06:21):
, like, your journey in buildingit.
Speaker 2 (06:22):
So a snapshot of my business as it currently stands
is about 70% of my.
I'm probably around 250k a yearbefore tax at the moment and
70% of that comes from mymastermind.
The other 30% comes from mysignature program.
Having said that, thatsignature program launched
properly kind of towards the endof last year.
So while it's a smallerpercentage right now, the goal
(06:44):
is to flip those percentageswithin the next two years so
that 70% 80% will be coming formy signature program.
So, yeah, because that's themost scalable part of my
business, while the mastermindisn't.
But I will be truthful, I knowa 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.
(07:05):
For a year I actually kind ofretreated slightly from the
world of kind of having big,busy programs because there were
kind of challenges emotionallythat I wasn't quite ready for.
But there's been time to healfrom that and I'm kind of yeah,
back in the game of gettingsuper visible and inviting
people into this amazingcontainer just to clarify what
are we healing from?
Speaker 1 (07:26):
hopefully it wasn't getting married no, no, no, so,
um.
Speaker 2 (07:30):
So I'll be really honest.
One of the things that's reallychallenging about scaling a
group program is that the morepeople you have in your world,
the higher the likelihood therewill be people who come into
your world who just don't getyou, who just don't like you,
particularly when you're usingads and funnels, where people
are kind of potentially sittingby the pool one afternoon and a
paid client by you know, like Idon't know one margarita later.
(07:52):
So what I found was that therewas a tiny percentage of people
who either just weren't showingup or had challenges of their
own or just outright didn't likeme.
And last year I read variousbooks, like the Courage to be
Disliked, which had a fantasticstatistic actually, where he
said one in ten people I thinkhe said two in ten people will
(08:14):
be indifferent to you, one inten people will at all right,
outright just hate you, and thatwas actually really helpful to
read because it just made merecognize actually that really
makes a lot of sense in terms ofmy lived experience.
But there was a lot of kind ofhaving to mature as a human
being, recognizing emotions areone thing and business is
another, and I needed to bebetter at differentiating the
(08:37):
two and better understandingwhat my responsibilities are as
somebody who's there to supportyou and hype you up and mentor
you, and, equally, what they'renot.
Speaker 1 (08:47):
You know okay, the courage to be disliked.
I don't have the courage to bedisliked, so maybe I should pick
up that book too honestly, it'samazing how many ways it can
hold you back if you're afraidof you.
Speaker 2 (09:03):
You know even things like cushy business.
I remember at the beginninglike being passionate about
reframing what cushy is andhelping people feel why not have
a business that makes moremoney in less time?
But I noticed, you know, somepeople were outright offended by
that concept and I had to kindof grow and get past all of
those things and that's actuallywhy you know you've seen my
website.
(09:24):
It's kind of gregarious and abit over the top.
But I kind of did that as a kindof like.
This is the archetype I'mstepping into.
It's not entirely where I am atyet as a human being, but I
know if I kind of step intothose shoes and do those shoots.
It will be more me.
Speaker 1 (09:38):
Okay, all right.
I mean, what's gregarious aboutlaying on a pink fur carpet
that's on like luxurious, likewhite and green striped like bed
linen thing Like it's?
It's a very strong branding.
It was so much fun.
Speaker 2 (09:55):
I think it was one of those things that as marketers,
we can sometimes feel quitedisillusioned by the fakery
around marketing.
And so for me, when I did thatbranding shoot, which has really
helped my funnels and reallyhelped me in terms of everyday
sales but when, I did that shoot?
Yeah, no, it's massively helped.
Oh my goodness, we need to talkabout this, but.
Speaker 1 (10:13):
I mean, are you saying before I did that shoot,
I was like rid of the graybecause this is like the guest
office here and I get me somegreen and white striped linens I
could you, you could, honestly,things that visibly make you
memorable make all thedifference.
Speaker 2 (10:29):
One thing I think nearly all of us know who run
funnels is what we've seen inthe last year is that, generally
speaking, particularly when itcomes to high ticket investment,
people can be slower to decide.
Now what that means is, ofcourse, we can do all those
touch points and be reaching outto them again, but one of the
best ways to ensure that peopledon't forget you is make
yourself unforgettable.
(10:50):
But in a world where we can bechurning out content all the
time using AI, your words kindof aren't enough.
I mean, I'm gonna say kind ofI'm being too gentle there.
Your words are not enough.
So when I had the towel on myhead in some photographs and
when I received all my pictures,there were some of me with my
hair down and I looked kind ofconventionally the way one would
, for you know one of their headphotos.
(11:10):
But then there was one with mewith a towel on my head and at
the time the woman who did mycreative directing kind of said
I guarantee you, if you use theone with the towel on your head,
people are going to like bepausing to go.
What is that on her head?
And now, every time I go to asummit or an event, people come
up to me and they're likewhere's your towel?
Or you're the kind of you knowcrazy vintage lady Like everyone
(11:32):
.
Like before people didn't knowwho I was.
Now like it, not only do theyknow who I am, but it's like an
icebreaker.
They're like where's the towel?
Speaker 1 (11:50):
Or, like you, you know you bring the towel out
later or are you coming onto thepodcast wearing a towel, so
it's really, really helped.
I mean, do you have a towel?
Just off camera that?
Speaker 2 (11:53):
you're going to like put around your head, then okay,
all right, not this time, butyeah.
So it's what's my kind of likemotivation behind why I run my
business the way I do and whyI'm passionate about helping
other people to run theirbusinesses the evergreen way.
And when I say evergreen, I'mnot saying that doesn't mean you
can't live, launch and youcan't do other things.
But I think ultimately, if youdon't have a system in your
(12:15):
business that allows you to wakeup to sales, if you don't have
a way to, you know, be out doingthe shopping and go oh yeah,
nice to sell, then you're reallymissing out.
Because if you're taking allthat time to regularly kind of
get content out there, have abeautiful website, do wonderful
brand photography, what's thepoint if someone can be
discovering who does want totake action right now and you're
(12:36):
making it impossible for them,like so many of us,
inadvertently create a lot ofhurdles in our marketing, which
actually prevents someone fromkind of jumping into your world
and learning what it's like towork with you.
And you know, for me, what Ireally learned was because when
I started out in this back in2020 and my kids were still, one
was a preschooler and the otherone had just started school.
You know, I was tired.
(12:58):
I even had long COVID and Itried launching and I was like
this ain't happening.
Speaker 1 (13:02):
No, no, yeah.
So I mean we might as well gointo that.
Your business is a youngbusiness, just like my Facebook
ads management business, but itlooks like you started about a
year before me and you were in aflat with two kids on.
Services is what you call it.
Speaker 2 (13:21):
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.
I left the country, he didn'treally have much obligation, so
that left me in a situationwhere I very quickly ran out of
money and needed to go onuniversal credit, and beyond
(13:45):
that I had marketing experience,but I really struggled to find
a role that would enable me tobe as present for the children
as I wanted to be, which maymaybe call me stubborn, but a
lot of me is like I'm not payingfor a nanny to spend time with
my kids.
I want to be with my kids and Iwant to do it yeah, yeah.
So you know, I kind of thenlooked into contracting and I
(14:07):
was like wow, like there's awhole world of opportunity where
I can work from my you knowdesktop.
But what I didn't realize isthat I was reliant on referrals,
I was reliant on what justhappened to appear underneath my
nose and I wasn't instigatingany of that.
So I'd actually been kind ofdoing that for two years, from
2018 to 2020.
I'd just been, I'd skilled upin Facebook ads, I'd started to
(14:29):
kind of run Facebook ads, but itwas really, it was really
challenging and it also wasn'treally what I wanted to do
forever.
And so in 2020, I invested in myfirst ever business mentor to
basically get support inlaunching a group program, and
that was when I had my first 10kmonth, which is pretty trivial
in comparison to the months I'vehad since.
(14:50):
But at the time I was like mygoodness, that's like I've had
salaries in the past that werelike 14k for a year.
I mean, admittedly that was avery small salary, but still I
made 10k in one month.
And at the time because mybusiness was very new, so I
didn't really have a team oranything you know, the majority
of that was take home money andin that moment I was like, wow,
(15:18):
life really gets to it.
And I think I had a second monthin a row that was like that,
and then a third month which wasmaybe 20k, and I was like,
right, that's it, we're movingout.
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 mythen boyfriend also moved in and
that's how I kind of moved fromdoing everything by myself to
him coming in to support me.
Speaker 1 (15:36):
Nice Okay.
All right, this was 2021.
Speaker 2 (15:42):
That was 2020.
So it was July, so 20,.
I mean, this is what's reallywild.
I don't even know how I did allthose things back then, because
I came down with that illnessin March I don't want to say it
by name and was bed bound forabout six weeks, somehow still
launched in April and that's howmuch opportunity there was back
then and that I could, in mysixth state, launch something.
I based it on what everyonekept on asking me questions
(16:05):
around.
I was like like let's justcreate something based on what
everyone keeps on asking me.
And and by July we'd moved outand my then boyfriend was like
I'm working full-time, you'reworking part-time, but you're
making this kind of money.
This doesn't make sense.
How about I work less hours soyou can work more hours and like
, fully go into your business?
Speaker 1 (16:24):
so that's my guy yeah he's.
Speaker 2 (16:27):
He does a lot of fishing these days.
He's very happy.
Speaker 1 (16:32):
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 dosomething, so it's okay.
Speaker 2 (16:41):
All right All right, it's funny.
Speaker 1 (16:43):
I remember you just said, like when you couldn't say
the name of like COVID and Iremember randomly those days I
was like you couldn't say thename of like COVID and I
remember randomly those days andI was like I didn't want to say
the name on social mediabecause it would like scale down
my reach or make a YouTubevideo unmonetizable yeah, so
true, oh good time.
It has its lingering aftereffects so has it been smooth
(17:04):
sailing since then till now.
Speaker 2 (17:06):
I I mean, like what you said about practice is so
true.
I don't think smooth sailing isquite it, because the way
people buy and the opportunitiesin each year have looked quite
different.
So I was actually up until thebeginning of 2024, still
balancing, running a few adaccounts alongside also being a
(17:30):
mentor, but I think it was inlate 20, I'm trying to remember
if it's late 2021.
I think it was late 2021.
Yeah, it must have been where Iactually hired someone to help
me grow an agency for my ads andthen, as within about one month
of having conversations withhim, he's like do you actually
want this?
And I was like, no, I don't, Iwant to be doing what you're
(17:51):
doing.
That looks way more appealing.
I love, you know, helpingpeople and getting my nose under
the bonnet of someone else'sbusiness and strategizing about
funnels.
Like it's the funnel bit thatlights me up, like I'm so tired
of coaches coming to me thinkingads will fix a poor funnel,
like it just you know, it justwasn't it so around then I kind
(18:12):
of then, and that's when I alsoknew that what I wanted to help
people with was evergreenfunnels, because having the
beauty of obviously having theexperience of supporting all
those coaches is.
I looked at those who hadevergreen systems and they were
the ones with the most time offthe team kind of systematically
doing everything.
Everything seemed prettypredictable.
And then those who were livelaunching had enormous teams,
(18:34):
enormous expenses, enormouspressure on those teams.
Because the teams are big.
A lot of the time those teamsweren't working particularly
well together and it was,generally speaking, pretty
chaotic and my nervous systemjust 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 welcomenew clients in every day was
(18:58):
the direction I wanted to go in.
So I made it my point to beamazing at it and and I was very
fortunate that when I decidedto do that, I just left a
mastermind and a few women werelike, yeah, I'll come and learn
that from you, and they had aphenomenal experience working
with me.
One of them to this day isstill spending £1,000 a month on
(19:19):
ads and making about 20k backeach month.
It's obviously never exactlythat, but when she averages it
out.
It's that To the same webinar,to the same funnel that she and
I created in early 2022.
So this funnel now has beenrunning almost three years and
the only thing she's had toupdate is the ads.
So, like when this stuff works,it works amazingly.
(19:41):
But you know, for her she kindof hit the ground running really
quickly.
Not everyone else kind of hitsthe ground quite as fast as she
did, but she really set aphenomenal precedent for
everything moving forward.
Speaker 1 (19:52):
Dang.
Hold on though, polly.
Like I think the listenermissed the part of the
conversation and might be alittle confused.
Did you also have, like aFacebook and Instagram ads
agency?
Speaker 2 (20:04):
Yeah, yeah, so I had like a.
So I started off running adsand then, as I moved into,
becoming a mentor.
So if anyone is a serviceprovider and thinking about
making this transition, I'llshow a little oversight in case
it's helpful, because I don'tthink it's something people talk
about very much.
Um, but yeah, I went from.
I mean, essentially every timeI was an ads manager I just did
(20:24):
so much more than that, as youcan probably imagine.
I was like no, this is yourlike, because I would look at
their off, I'm like your officenot quite right, the funnel's
not quite right, and I wouldtell them what to do instead and
I would kind of fix all thosepieces so their ads could work.
But I then recognized thatactually I was massively over
over delivering for an adsmanager and that some people
(20:45):
just were feeling so muchpressure to want to run ads when
actually they really probablyneeded to spend a good month to
six weeks on fixing their funnelbefore they did anything else
or, you know, be in an agileenough place to be able to take
my recommendations on board andimplement them.
But a lot of people justweren't in that place.
So what I recognized, you know,the moment I had this mentor
(21:06):
say to me you don't like thisanymore, do you?
And I was like no, I don't, Iwant to do what you're doing.
We kind of made an escape planfor me, where what I did was I
had an assistant who'd beenhelping me already for about 18
months at that stage and sheactually said to me you know,
polly, I'm actually really goodat this.
You just don't really give me achance to to be good at this
and do this, what bad good atrunning ads okay
(21:28):
so she's like you know, if youpass these accounts on to me, I
could look after them.
So we kind of had this weirdhybrid model where she would be
running the ads but I would bekind of checking in on her once
a week and she'd reach out to meif she ever had any questions
or anything that she wasconcerned about.
I was still the main point ofcontact for my ad clients, but
she would be doing theday-to-day kind of making sure
(21:48):
the ad accounts were beinglooked after and updating all
the creative and copy and allthe rest, and it worked really
well.
It worked really really well.
But I think what was challengingfor 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 ontop of that stuff.
And it reached a stage where Ijust felt I'm not motivated to
(22:09):
be on top of that stuff.
And it reached a stage where Ijust felt I'm not motivated to
be on top of that stuff and andmy clients deserved someone who
was motivated to be on top ofthat stuff.
So that's when I had to makethe sticky decision of like,
okay, this is where I leaveentirely and, you know, fired a
couple of clients who were stillthere.
Like every time someone left, Ididn't renew them and I would
(22:29):
just continue scaling mycoaching business and eventually
I had to make kind of slightlysticky decision of letting go of
5k recurring revenue to makespace for oh my mentoring
business nice I mean not nice atthe time, maybe somewhat scary,
but still 5k recurring revenue.
(22:50):
Goodbye coaching hello yeah, itwas scary.
But at the same time I kind ofcame up with a really simple
business model of like 10clients all paying me a certain
sum of money for a year, onehour call per month.
And that's the thing I'm kindof phasing out now because
actually that was way too timeintensive.
But it gave me that financialkind of bread and butter to know
(23:13):
that anything I did on top ofthat would be.
I mean, already that was wellbeyond.
You know that was alreadyprofitable.
But I knew that also gave methe space to to work on the more
scalable parts of my business,like my group program.
Speaker 1 (23:26):
So yeah, okay, all right.
So I feel like you've shared somuch, me really wanting to know
what you're doing for scalingup your signature program.
I think it's going to guide therest of this conversation,
which is what are we doing togrow it oh, my goodness, you
know what.
Speaker 2 (23:45):
I will admit that I'm in a phase of kind of really
experimenting and playing withdifferent things.
It seems that what I'm doing isworking.
The the biggest kind of risk Ihave is that I'm in a phase of
kind of really experimenting andplaying with different things.
It seems that what I'm doing isworking.
The biggest kind of risk I haveis that I'm just obsessed with
funnels and strategies and allof my clients all have slightly
different approaches and most ofthe like 99% of them are
working, and so sometimes I canbe like, well, let's try on that
(24:05):
client strategy for sizebecause that looks fun.
So I have to kind of reinmyself in.
But at the moment what we'redoing 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 reallyhandy.
So I've got my mastermind, whichis for established business
(24:27):
owners who are six, earning sixfigures and over, who are
looking to scale and in thereobviously I'm supporting them to
figure out what they should bedoing in terms of increased
visibility advertising, podcast,guesting, speaking, all of that
jazz, hiring Hiring plays ahuge role in a lot of our
conversations, hiring thatsuccess team and that's, like I
say, the 70% of my revenue atthe moment.
And then I've got my signatureprogram, which is actually now
(24:51):
called the Everyday SalesAccelerator.
It was called Elevate forEvergreen and I realized no one
even knows what Evergreen is,let's not call it that and
that's technically a 90-dayaccelerator.
But they get a whole year worthof calls and support and the
idea of that is they come in andthey either audit and elevate
their group program so that theycan run at Evergreen that audit
(25:12):
and elevate their group programso that they can run it
evergreen, or they design aninfinitely scalable group
program and launch it in thosethree months with me.
And the reason why they haveanother nine months of access to
calls is because I don't wantit to be like so many other
accelerators out there where youdo the thing and then you go ah
.
I wanted them to have like thatkind of support network on the
other side.
And then prior to that, I've gotmy super low ticket offer 10
(25:33):
days to speedy sales whichessentially helps people come in
with whatever they have alreadyand it shows them how they can
kind of create a cash injectionwithin 10 days and what the
levers are in your business toincrease your revenue.
And what's really fun isobviously, if I'm selling 10
days to speedy sales, reallygood percentage.
I wish I could say off the topof my head, but it's somewhere
between I think it's about 30 to40 percent depending on the
(25:55):
month then go into myaccelerator and then in my
accelerator.
Of course the goal is I meanthe accelerator hasn't been
running for long enough but mybelief is most people are coming
in maybe making three to five k.
If they get to the stage wherethey're making seven to eight by
the end of that year, theywould be in a really good
position to join my mastermind.
So essentially I just have andwhat's beautiful about it is
(26:16):
really established businessowners can be jumping in and
succeeding equally, those whoare a bit earlier on can as well
, but it is for those who areestablished in their expertise,
you know, and they've got.
They've got something that'sworth packaging up.
That sounds awful, but there aresome people coming to the world
who've just got their coachingqualification.
They're like I don't know how Icoach, I don't know who likes
(26:36):
working with me.
I'm like, well then, you arenot ready to be considering a
group program at that stage.
You just want to get enoughone-to-ones to learn what makes
you different, learn what makesthem different and learn what's
unique about working with you.
Speaker 1 (26:50):
I mean, can I just say that is not awful to say
that somebody needs to havesomething like worth scaling up
Just by somebody hearing you saythat you have saved them,
potentially years and you know,getting caught in that whole
sunken cost bias syndrome whereyou poured so much money into
something that's just not goingto work but you feel like you
(27:10):
just have to keep going becauseit will work magically.
Like I've had things that Ithought could scale up and they
just really couldn't becausethey were broken or they weren't
really serving a need.
Speaker 2 (27:22):
so like I think it's fine to say that, like it's so
true and you know I talk aboutgetting away from the problem of
being fully booked one to one.
But ultimately you kind of wantthat's a nice problem to have.
You want to get to the stagewhere you are fully booked one
to one, because that shows thatyou know how to meet a demand
head on and that you and you candeliver effectively.
Like all of those pieces areworking, which means you're
(27:44):
probably in the perfect position.
In fact, some of my clientshave come from exactly that
predicament and usually it'sjust a mindset block around.
Can I do a group program andwill people still buy from me?
Because I'm like when you solvethe same problem, they don't
care if it's you directly or youin a program, as long as it's
clear.
And obviously that's why theemphasis around creating a
(28:04):
really strong curriculum is soimportant.
But this is what, when you sayabout like how I think it hasn't
been smooth sailing.
I think that's what'sinteresting about all of this,
because there's so many thingsthat have you know that we're
having to kind of monitor allthe time.
So one if a certain type offunnel does really well for a
while, sometimes it can justsuddenly become old hat and
(28:25):
really boring, and sometimesthat's an advantage.
It means that actually carry ondoing that same thing, because
suddenly you'll be the persondoing something different and
people will want to see it afterall.
But sometimes, you know, you doneed to kind of evolve your
funnel somewhat to meet the waypeople's buying trends are going
Right and then, similarly, theway you deliver your content.
People used to be really happyto sit there on their phone or
(28:47):
on their laptop consumingcontent, to be learning, but
nowadays, if you can turn thatinto, let's say, a private
podcast, people will be muchhappier to be at the gym
learning at the same time fromyou rather than having to sit
down and make time in their busydays to watch one of your
videos.
So the way curriculums have beendesigned is also needing to
evolve.
I mean, this is the thing aboutthe digital marketing landscape
(29:08):
is.
The truth is, you know, we allknow it's kind of constantly
evolving and shifting, so youcan never get too comfortable.
There are certain things youneed to be watching and of
course, there are also sometimeless marketing principles
that will never die.
Which is to be established asan authority is always, always
going to serve you well, becauseas you evolve and shift.
People will follow you becauseyou are that authority.
(29:29):
Bonus points if you've got atowel on your head, they'll
definitely follow you.
If you've got a towel on yourhead, you know.
And the other thing is, ofcourse, you know, having strong
messaging.
Again, that just means,whatever funnel you throw at it,
it's going to be working somuch better.
And the other really importantpiece is, you know, have an
offer that actually meets ademand.
There's so many people who havethis like 2020, 2021, habit of
(29:49):
like.
I will create the demand.
I will make sure everyone knowsthat we live a longer life.
If we burn 10 incense sticksbehind my head and if I just
keep on showing incense, peoplewant the incense and it's like
just make life easier foryourself and meet.
I mean, it's a really terribleexample, but I'm trying to be
random here, to not offendanyone and just choose something
that just obviously doesn'texist.
Speaker 1 (30:07):
But wait a second.
We need to read thatcouragericulum Vita's like book
again.
Speaker 2 (30:11):
Yeah, exactly, yeah, I really should.
But you know, creating like alot of the time people just
don't take the time to thinkabout what are people actually
proactively seeking?
And that plays a really bigrole in Evergreen.
You know we're talking abouthow can we create everyday sales
with a group program whensomebody sees your advert and
(30:33):
they're like, oh, my goodness, Ineeded to see this today.
This is exactly what I've beenthinking I need.
Then you are going to be makingsales with so much more ease.
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 harderfor you and so many niches will
often say to me oh, but thereisn't a need.
People aren't investing in X, y, z it's just never true.
Need people aren't investing inxyz it's just never true.
There are always people outthere investing in the problem
you solve.
You're probably just notpackaging it up in a way that's
creating urgency for them, butthat's how we make evergreen
(30:57):
funnels work is by standing outas an authority, but also,
equally, you know, having thatpiece where we are meeting a
problem that people want tospend money on solving.
No, no convincing required.
Speaker 1 (31:10):
That's like the perfect segue into our next
episode.
Speaker 2 (31:14):
Yay.
Speaker 1 (31:15):
I feel like that.
Do you feel like that?
Speaker 2 (31:17):
I do.
Speaker 1 (31:18):
Okay, cool.
Well then let me talk to thelistener quick, like if you've
been like sitting on the edge ofyour seat, like okay.
So how do we do this evergreenfunnel thing?
Or I have a group program,launch size revenue without
launching, and what Polly'ssaying sounds great to me.
Can we get into the nittygritty?
Well, it looks like we're goingto do that, in addition to like
(31:38):
kind of pulling the cover backthat's a cliche On her funnel
and how she runs ads to it andhow she is drowning in sales
calls right now.
But what is powering that andwhere are these sales calls
coming from?
All that's going to be in thenext episode.
Sound good, polly.
Speaker 2 (31:56):
Sounds perfect.
Speaker 1 (31:57):
All right, well, thanks for being here, thanks
for recording this one with me.
Speaker 2 (32:01):
Pleasure.
Speaker 1 (32:03):
And the listener.
We'll see you in the next time.
Until then, be blessed, takecare and goodbye.
So today we have a guest that actually her
expertise is really close towhat I'm trying to do, which is
build an evergreen funnel.
She's an evergreen scalingstrategist plus mentor.
Her name is Polly Lavarello.
I was on her podcast and nowshe's on mine, and so let me
read her bio quick for you, hey,polly.
So in a world of silver bulletpromises and underwhelming
(00:22):
support, polly Lavarello'severgreen scaling strategy
turned audaciously ambitious andhighly skilled business owners
into cushy CEOs.
And let me just pause righthere Before we hit record, even
though this, technically, is theepisode that's supposed to
happen.
Before we hit record, we werejust diving into her expertise
and it was pretty cool learningabout her lead magnet and how
(00:44):
it's feeding high quality leadsinto her funnel.
And the reason I started askingmore questions is because,
paula, you say that you're justinundated in sales calls and I'm
like not everybody says that,so that is a good problem to
have yeah, I have.
Speaker 2 (01:01):
It's been a really, really busy month, but you know
what?
I'll also say that it's aresult of compounding efforts
and refinement and optimizationsover the last year, which is
what I'm all about.
You know, I'm really tired ofseeing coaches crashing and
burning and constantly feelingthe need to reinvent themselves.
So, yeah, I've been walking myown talk and it's really
starting to pay off love it,love it.
Speaker 1 (01:22):
And so, dear listener , in this upcoming episode not
the one right now the one rightnow is going to be good, but in
the upcoming episode, especiallyif you have a group program and
you've been wanting to, I don'tknow, achieve the Holy Grail,
evergreen funnels, like, we'llbe talking about turning your
group program into an everydaysales machine and how to create
launch size revenue withoutlaunching, and we're going to
(01:47):
dive into this funnel that Pollyhas set up.
I had some really goodquestions for her, which I will
re-ask in the next episode, butas we continue with this one,
through her Elevate forEvergreen Accelerator, polly
gives you the simple, repeatableand customizable methods to
create a cushy stream of dreamclients yes, please.
And monthly recurring incomeand so much time back that it
(02:09):
feels weird I could sign up forthat myself, even though I don't
have a group coaching program.
Welcome to the show.
Welcome to the show, polly.
Speaker 2 (02:17):
Thanks for having me.
I'm always so happy chattingwith you.
Speaker 1 (02:20):
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 thoughI know it's a bit later in the
day for you and you've had along day so far.
Speaker 2 (02:33):
Yeah, no, it's been like I said, it's been a really
intense month.
It's when everything startsworking 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 talkingto my, I regularly talk about
scalable business models, butthere, you know, there's a bit
of kind of humility andadmitting sometimes when we're
not necessarily entirely walkingour own, you know, walk or talk
(02:54):
and yeah, I kind of got burnt,burnt this month, but it's, you
know, every time these thingshappen it's an opportunity to
kind of reassess and reinvent.
Speaker 1 (03:02):
So it's all good to kind of reassess and reinvent.
So it's all good.
It's all good, I feel like it'sall practice.
Some of it very truly is bad inthe day-to-day, but it's
practice that amounts toexperience, that amounts to
success further down the road.
Speaker 2 (03:18):
A hundred percent and actually, funnily enough, it's
something I was reflecting onrecently that a lot of people in
the business space sell how tocreate scalable systems and
people can spend so much timeensuring everything that they're
building is scalable andoptimized and all the rest, and
then actually suffer in terms ofsales because they're not
actually paying attention to allthe things they need to be
(03:39):
paying attention to to have thatconsistent sales coming in, and
so they end up with thisbeautiful kind of way of looking
after clients but no clients tolook after.
So it was actually a relativelyintentional decision recently
to be like stop obsessing aboutcreating I don't know fancy air
table kind of automations andlet's focus a bit more on just
(04:00):
getting out there and gettingmore visible and, you know, have
it as a nice problem to havewhen it all becomes too much,
and then you know those otherbits are actually a lot easier
and quicker to fix.
Speaker 1 (04:11):
But having consistent sales that's probably one of
the most challenging elementsrunning an online business for
sure, and doing these thingsthat are unscalable, like
reaching out to a good number ofthe new people that have
downloaded a lead magnet orpurchased a mini course and
gotten an email list it's notscalable, but at the same time.
It's quite beneficial for thebusiness and for folks like me.
(04:32):
I don't know, are you like thistoo, where you just like to
meet the people?
Speaker 2 (04:37):
oh yeah, no, I really really do.
I really that's.
Honestly.
One of my biggest downfalls isI just love human beings and
I've been on such a journeymyself like over the last five
years, like someone actually,weirdly enough, was trying to
enroll me into their mastermindtoday and he said to me oh, you
should be working with theversion of yourself five years
ago.
And I said the version of mefive years ago was on benefits
(04:57):
in a flat with two small kidsunder the age of four, you know,
like just launching my, and Idid some pretty courageous
things back then to kind of getmy business up and running.
That, yeah, so I was likewhoever it is I'm speaking to,
it's not five years ago, cause Iwent from that being on
benefits to running a multi sixfigure business within three
years.
So it all happened very, veryquickly and I'm not going to
(05:18):
pretend that I wasn't very luckythat I launched.
I know, similarly, for you, thelike COVID had a huge impact.
The pandemic had a huge impacton your business.
Similarly, for me, it created agoldmine of opportunity which I
don't think any of us quiterealized at the time until hit
2024, when suddenly everyone'skind of having a very different
(05:38):
experience.
Speaker 1 (05:39):
Yeah, I can't say that COVID brought a goldmine of
opportunity.
It kind of just killed mybusiness.
Wonderful teaser by the wayWonderful teaser, by the way
Like two kids in a flat, my,when I was growing up, for the
majority of my childhood like Idon't know what it's called in
the UK, but like for us it'scalled food stamps and my
(06:00):
parents were well, we were onfood stamps and we weren't in a
flat, but it was like a prettysmall house in the ghetto.
We're going to jump back tothat.
I want to hear all about it,but before we do, can you give a
snapshot of your business as itcurrently is and then we can go
back in time to wherever youwant to go back as we talk about
(06:21):
, like, your journey in buildingit.
Speaker 2 (06:22):
So a snapshot of my business as it currently stands
is about 70% of my.
I'm probably around 250k a yearbefore tax at the moment and
70% of that comes from mymastermind.
The other 30% comes from mysignature program.
Having said that, thatsignature program launched
properly kind of towards the endof last year.
So while it's a smallerpercentage right now, the goal
(06:44):
is to flip those percentageswithin the next two years so
that 70% 80% will be coming formy signature program.
So, yeah, because that's themost scalable part of my
business, while the mastermindisn't.
But I will be truthful, I knowa 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.
(07:05):
For a year I actually kind ofretreated slightly from the
world of kind of having big,busy programs because there were
kind of challenges emotionallythat I wasn't quite ready for.
But there's been time to healfrom that and I'm kind of yeah,
back in the game of gettingsuper visible and inviting
people into this amazingcontainer just to clarify what
are we healing from?
Speaker 1 (07:26):
hopefully it wasn't getting married no, no, no, so,
um.
Speaker 2 (07:30):
So I'll be really honest.
One of the things that's reallychallenging about scaling a
group program is that the morepeople you have in your world,
the higher the likelihood therewill be people who come into
your world who just don't getyou, who just don't like you,
particularly when you're usingads and funnels, where people
are kind of potentially sittingby the pool one afternoon and a
paid client by you know, like Idon't know one margarita later.
(07:52):
So what I found was that therewas a tiny percentage of people
who either just weren't showingup or had challenges of their
own or just outright didn't likeme.
And last year I read variousbooks, like the Courage to be
Disliked, which had a fantasticstatistic actually, where he
said one in ten people I thinkhe said two in ten people will
(08:14):
be indifferent to you, one inten people will at all right,
outright just hate you, and thatwas actually really helpful to
read because it just made merecognize actually that really
makes a lot of sense in terms ofmy lived experience.
But there was a lot of kind ofhaving to mature as a human
being, recognizing emotions areone thing and business is
another, and I needed to bebetter at differentiating the
(08:37):
two and better understandingwhat my responsibilities are as
somebody who's there to supportyou and hype you up and mentor
you, and, equally, what they'renot.
Speaker 1 (08:47):
You know okay, the courage to be disliked.
I don't have the courage to bedisliked, so maybe I should pick
up that book too honestly, it'samazing how many ways it can
hold you back if you're afraidof you.
Speaker 2 (09:03):
You know even things like cushy business.
I remember at the beginninglike being passionate about
reframing what cushy is andhelping people feel why not have
a business that makes moremoney in less time?
But I noticed, you know, somepeople were outright offended by
that concept and I had to kindof grow and get past all of
those things and that's actuallywhy you know you've seen my
website.
(09:24):
It's kind of gregarious and abit over the top.
But I kind of did that as a kindof like.
This is the archetype I'mstepping into.
It's not entirely where I am atyet as a human being, but I
know if I kind of step intothose shoes and do those shoots.
It will be more me.
Speaker 1 (09:38):
Okay, all right.
I mean, what's gregarious aboutlaying on a pink fur carpet
that's on like luxurious, likewhite and green striped like bed
linen thing Like it's?
It's a very strong branding.
It was so much fun.
Speaker 2 (09:55):
I think it was one of those things that as marketers,
we can sometimes feel quitedisillusioned by the fakery
around marketing.
And so for me, when I did thatbranding shoot, which has really
helped my funnels and reallyhelped me in terms of everyday
sales but when, I did that shoot?
Yeah, no, it's massively helped.
Oh my goodness, we need to talkabout this, but.
Speaker 1 (10:13):
I mean, are you saying before I did that shoot,
I was like rid of the graybecause this is like the guest
office here and I get me somegreen and white striped linens I
could you, you could, honestly,things that visibly make you
memorable make all thedifference.
Speaker 2 (10:29):
One thing I think nearly all of us know who run
funnels is what we've seen inthe last year is that, generally
speaking, particularly when itcomes to high ticket investment,
people can be slower to decide.
Now what that means is, ofcourse, we can do all those
touch points and be reaching outto them again, but one of the
best ways to ensure that peopledon't forget you is make
yourself unforgettable.
(10:50):
But in a world where we can bechurning out content all the
time using AI, your words kindof aren't enough.
I mean, I'm gonna say kind ofI'm being too gentle there.
Your words are not enough.
So when I had the towel on myhead in some photographs and
when I received all my pictures,there were some of me with my
hair down and I looked kind ofconventionally the way one would
, for you know one of their headphotos.
(11:10):
But then there was one with mewith a towel on my head and at
the time the woman who did mycreative directing kind of said
I guarantee you, if you use theone with the towel on your head,
people are going to like bepausing to go.
What is that on her head?
And now, every time I go to asummit or an event, people come
up to me and they're likewhere's your towel?
Or you're the kind of you knowcrazy vintage lady Like everyone
(11:32):
.
Like before people didn't knowwho I was.
Now like it, not only do theyknow who I am, but it's like an
icebreaker.
They're like where's the towel?
Speaker 1 (11:50):
Or, like you, you know you bring the towel out
later or are you coming onto thepodcast wearing a towel, so
it's really, really helped.
I mean, do you have a towel?
Just off camera that?
Speaker 2 (11:53):
you're going to like put around your head, then okay,
all right, not this time, butyeah.
So it's what's my kind of likemotivation behind why I run my
business the way I do and whyI'm passionate about helping
other people to run theirbusinesses the evergreen way.
And when I say evergreen, I'mnot saying that doesn't mean you
can't live, launch and youcan't do other things.
But I think ultimately, if youdon't have a system in your
(12:15):
business that allows you to wakeup to sales, if you don't have
a way to, you know, be out doingthe shopping and go oh yeah,
nice to sell, then you're reallymissing out.
Because if you're taking allthat time to regularly kind of
get content out there, have abeautiful website, do wonderful
brand photography, what's thepoint if someone can be
discovering who does want totake action right now and you're
(12:36):
making it impossible for them,like so many of us,
inadvertently create a lot ofhurdles in our marketing, which
actually prevents someone fromkind of jumping into your world
and learning what it's like towork with you.
And you know, for me, what Ireally learned was because when
I started out in this back in2020 and my kids were still, one
was a preschooler and the otherone had just started school.
You know, I was tired.
(12:58):
I even had long COVID and Itried launching and I was like
this ain't happening.
Speaker 1 (13:02):
No, no, yeah.
So I mean we might as well gointo that.
Your business is a youngbusiness, just like my Facebook
ads management business, but itlooks like you started about a
year before me and you were in aflat with two kids on.
Services is what you call it.
Speaker 2 (13:21):
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.
I left the country, he didn'treally have much obligation, so
that left me in a situationwhere I very quickly ran out of
money and needed to go onuniversal credit, and beyond
(13:45):
that I had marketing experience,but I really struggled to find
a role that would enable me tobe as present for the children
as I wanted to be, which maymaybe call me stubborn, but a
lot of me is like I'm not payingfor a nanny to spend time with
my kids.
I want to be with my kids and Iwant to do it yeah, yeah.
So you know, I kind of thenlooked into contracting and I
(14:07):
was like wow, like there's awhole world of opportunity where
I can work from my you knowdesktop.
But what I didn't realize isthat I was reliant on referrals,
I was reliant on what justhappened to appear underneath my
nose and I wasn't instigatingany of that.
So I'd actually been kind ofdoing that for two years, from
2018 to 2020.
I'd just been, I'd skilled upin Facebook ads, I'd started to
(14:29):
kind of run Facebook ads, but itwas really, it was really
challenging and it also wasn'treally what I wanted to do
forever.
And so in 2020, I invested in myfirst ever business mentor to
basically get support inlaunching a group program, and
that was when I had my first 10kmonth, which is pretty trivial
in comparison to the months I'vehad since.
(14:50):
But at the time I was like mygoodness, that's like I've had
salaries in the past that werelike 14k for a year.
I mean, admittedly that was avery small salary, but still I
made 10k in one month.
And at the time because mybusiness was very new, so I
didn't really have a team oranything you know, the majority
of that was take home money andin that moment I was like, wow,
(15:18):
life really gets to it.
And I think I had a second monthin a row that was like that,
and then a third month which wasmaybe 20k, and I was like,
right, that's it, we're movingout.
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 mythen boyfriend also moved in and
that's how I kind of moved fromdoing everything by myself to
him coming in to support me.
Speaker 1 (15:36):
Nice Okay.
All right, this was 2021.
Speaker 2 (15:42):
That was 2020.
So it was July, so 20,.
I mean, this is what's reallywild.
I don't even know how I did allthose things back then, because
I came down with that illnessin March I don't want to say it
by name and was bed bound forabout six weeks, somehow still
launched in April and that's howmuch opportunity there was back
then and that I could, in mysixth state, launch something.
I based it on what everyonekept on asking me questions
(16:05):
around.
I was like like let's justcreate something based on what
everyone keeps on asking me.
And and by July we'd moved outand my then boyfriend was like
I'm working full-time, you'reworking part-time, but you're
making this kind of money.
This doesn't make sense.
How about I work less hours soyou can work more hours and like
, fully go into your business?
Speaker 1 (16:24):
so that's my guy yeah he's.
Speaker 2 (16:27):
He does a lot of fishing these days.
He's very happy.
Speaker 1 (16:32):
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 dosomething, so it's okay.
Speaker 2 (16:41):
All right All right, it's funny.
Speaker 1 (16:43):
I remember you just said, like when you couldn't say
the name of like COVID and Iremember randomly those days I
was like you couldn't say thename of like COVID and I
remember randomly those days andI was like I didn't want to say
the name on social mediabecause it would like scale down
my reach or make a YouTubevideo unmonetizable yeah, so
true, oh good time.
It has its lingering aftereffects so has it been smooth
(17:04):
sailing since then till now.
Speaker 2 (17:06):
I I mean, like what you said about practice is so
true.
I don't think smooth sailing isquite it, because the way
people buy and the opportunitiesin each year have looked quite
different.
So I was actually up until thebeginning of 2024, still
balancing, running a few adaccounts alongside also being a
(17:30):
mentor, but I think it was inlate 20, I'm trying to remember
if it's late 2021.
I think it was late 2021.
Yeah, it must have been where Iactually hired someone to help
me grow an agency for my ads andthen, as within about one month
of having conversations withhim, he's like do you actually
want this?
And I was like, no, I don't, Iwant to be doing what you're
(17:51):
doing.
That looks way more appealing.
I love, you know, helpingpeople and getting my nose under
the bonnet of someone else'sbusiness and strategizing about
funnels.
Like it's the funnel bit thatlights me up, like I'm so tired
of coaches coming to me thinkingads will fix a poor funnel,
like it just you know, it justwasn't it so around then I kind
(18:12):
of then, and that's when I alsoknew that what I wanted to help
people with was evergreenfunnels, because having the
beauty of obviously having theexperience of supporting all
those coaches is.
I looked at those who hadevergreen systems and they were
the ones with the most time offthe team kind of systematically
doing everything.
Everything seemed prettypredictable.
And then those who were livelaunching had enormous teams,
(18:34):
enormous expenses, enormouspressure on those teams.
Because the teams are big.
A lot of the time those teamsweren't working particularly
well together and it was,generally speaking, pretty
chaotic and my nervous systemjust 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 welcomenew clients in every day was
(18:58):
the direction I wanted to go in.
So I made it my point to beamazing at it and and I was very
fortunate that when I decidedto do that, I just left a
mastermind and a few women werelike, yeah, I'll come and learn
that from you, and they had aphenomenal experience working
with me.
One of them to this day isstill spending £1,000 a month on
(19:19):
ads and making about 20k backeach month.
It's obviously never exactlythat, but when she averages it
out.
It's that To the same webinar,to the same funnel that she and
I created in early 2022.
So this funnel now has beenrunning almost three years and
the only thing she's had toupdate is the ads.
So, like when this stuff works,it works amazingly.
(19:41):
But you know, for her she kindof hit the ground running really
quickly.
Not everyone else kind of hitsthe ground quite as fast as she
did, but she really set aphenomenal precedent for
everything moving forward.
Speaker 1 (19:52):
Dang.
Hold on though, polly.
Like I think the listenermissed the part of the
conversation and might be alittle confused.
Did you also have, like aFacebook and Instagram ads
agency?
Speaker 2 (20:04):
Yeah, yeah, so I had like a.
So I started off running adsand then, as I moved into,
becoming a mentor.
So if anyone is a serviceprovider and thinking about
making this transition, I'llshow a little oversight in case
it's helpful, because I don'tthink it's something people talk
about very much.
Um, but yeah, I went from.
I mean, essentially every timeI was an ads manager I just did
(20:24):
so much more than that, as youcan probably imagine.
I was like no, this is yourlike, because I would look at
their off, I'm like your officenot quite right, the funnel's
not quite right, and I wouldtell them what to do instead and
I would kind of fix all thosepieces so their ads could work.
But I then recognized thatactually I was massively over
over delivering for an adsmanager and that some people
(20:45):
just were feeling so muchpressure to want to run ads when
actually they really probablyneeded to spend a good month to
six weeks on fixing their funnelbefore they did anything else
or, you know, be in an agileenough place to be able to take
my recommendations on board andimplement them.
But a lot of people justweren't in that place.
So what I recognized, you know,the moment I had this mentor
(21:06):
say to me you don't like thisanymore, do you?
And I was like no, I don't, Iwant to do what you're doing.
We kind of made an escape planfor me, where what I did was I
had an assistant who'd beenhelping me already for about 18
months at that stage and sheactually said to me you know,
polly, I'm actually really goodat this.
You just don't really give me achance to to be good at this
and do this, what bad good atrunning ads okay
(21:28):
so she's like you know, if youpass these accounts on to me, I
could look after them.
So we kind of had this weirdhybrid model where she would be
running the ads but I would bekind of checking in on her once
a week and she'd reach out to meif she ever had any questions
or anything that she wasconcerned about.
I was still the main point ofcontact for my ad clients, but
she would be doing theday-to-day kind of making sure
(21:48):
the ad accounts were beinglooked after and updating all
the creative and copy and allthe rest, and it worked really
well.
It worked really really well.
But I think what was challengingfor 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 ontop of that stuff.
And it reached a stage where Ijust felt I'm not motivated to
(22:09):
be on top of that stuff.
And it reached a stage where Ijust felt I'm not motivated to
be on top of that stuff and andmy clients deserved someone who
was motivated to be on top ofthat stuff.
So that's when I had to makethe sticky decision of like,
okay, this is where I leaveentirely and, you know, fired a
couple of clients who were stillthere.
Like every time someone left, Ididn't renew them and I would
(22:29):
just continue scaling mycoaching business and eventually
I had to make kind of slightlysticky decision of letting go of
5k recurring revenue to makespace for oh my mentoring
business nice I mean not nice atthe time, maybe somewhat scary,
but still 5k recurring revenue.
(22:50):
Goodbye coaching hello yeah, itwas scary.
But at the same time I kind ofcame up with a really simple
business model of like 10clients all paying me a certain
sum of money for a year, onehour call per month.
And that's the thing I'm kindof phasing out now because
actually that was way too timeintensive.
But it gave me that financialkind of bread and butter to know
(23:13):
that anything I did on top ofthat would be.
I mean, already that was wellbeyond.
You know that was alreadyprofitable.
But I knew that also gave methe space to to work on the more
scalable parts of my business,like my group program.
Speaker 1 (23:26):
So yeah, okay, all right.
So I feel like you've shared somuch, me really wanting to know
what you're doing for scalingup your signature program.
I think it's going to guide therest of this conversation,
which is what are we doing togrow it oh, my goodness, you
know what.
Speaker 2 (23:45):
I will admit that I'm in a phase of kind of really
experimenting and playing withdifferent things.
It seems that what I'm doing isworking.
The the biggest kind of risk Ihave is that I'm in a phase of
kind of really experimenting andplaying with different things.
It seems that what I'm doing isworking.
The biggest kind of risk I haveis that I'm just obsessed with
funnels and strategies and allof my clients all have slightly
different approaches and most ofthe like 99% of them are
working, and so sometimes I canbe like, well, let's try on that
(24:05):
client strategy for sizebecause that looks fun.
So I have to kind of reinmyself in.
But at the moment what we'redoing 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 reallyhandy.
So I've got my mastermind, whichis for established business
(24:27):
owners who are six, earning sixfigures and over, who are
looking to scale and in thereobviously I'm supporting them to
figure out what they should bedoing in terms of increased
visibility advertising, podcast,guesting, speaking, all of that
jazz, hiring Hiring plays ahuge role in a lot of our
conversations, hiring thatsuccess team and that's, like I
say, the 70% of my revenue atthe moment.
And then I've got my signatureprogram, which is actually now
(24:51):
called the Everyday SalesAccelerator.
It was called Elevate forEvergreen and I realized no one
even knows what Evergreen is,let's not call it that and
that's technically a 90-dayaccelerator.
But they get a whole year worthof calls and support and the
idea of that is they come in andthey either audit and elevate
their group program so that theycan run at Evergreen that audit
(25:12):
and elevate their group programso that they can run it
evergreen, or they design aninfinitely scalable group
program and launch it in thosethree months with me.
And the reason why they haveanother nine months of access to
calls is because I don't wantit to be like so many other
accelerators out there where youdo the thing and then you go ah
.
I wanted them to have like thatkind of support network on the
other side.
And then prior to that, I've gotmy super low ticket offer 10
(25:33):
days to speedy sales whichessentially helps people come in
with whatever they have alreadyand it shows them how they can
kind of create a cash injectionwithin 10 days and what the
levers are in your business toincrease your revenue.
And what's really fun isobviously, if I'm selling 10
days to speedy sales, reallygood percentage.
I wish I could say off the topof my head, but it's somewhere
between I think it's about 30 to40 percent depending on the
(25:55):
month then go into myaccelerator and then in my
accelerator.
Of course the goal is I meanthe accelerator hasn't been
running for long enough but mybelief is most people are coming
in maybe making three to five k.
If they get to the stage wherethey're making seven to eight by
the end of that year, theywould be in a really good
position to join my mastermind.
So essentially I just have andwhat's beautiful about it is
(26:16):
really established businessowners can be jumping in and
succeeding equally, those whoare a bit earlier on can as well
, but it is for those who areestablished in their expertise,
you know, and they've got.
They've got something that'sworth packaging up.
That sounds awful, but there aresome people coming to the world
who've just got their coachingqualification.
They're like I don't know how Icoach, I don't know who likes
(26:36):
working with me.
I'm like, well then, you arenot ready to be considering a
group program at that stage.
You just want to get enoughone-to-ones to learn what makes
you different, learn what makesthem different and learn what's
unique about working with you.
Speaker 1 (26:50):
I mean, can I just say that is not awful to say
that somebody needs to havesomething like worth scaling up
Just by somebody hearing you saythat you have saved them,
potentially years and you know,getting caught in that whole
sunken cost bias syndrome whereyou poured so much money into
something that's just not goingto work but you feel like you
(27:10):
just have to keep going becauseit will work magically.
Like I've had things that Ithought could scale up and they
just really couldn't becausethey were broken or they weren't
really serving a need.
Speaker 2 (27:22):
so like I think it's fine to say that, like it's so
true and you know I talk aboutgetting away from the problem of
being fully booked one to one.
But ultimately you kind of wantthat's a nice problem to have.
You want to get to the stagewhere you are fully booked one
to one, because that shows thatyou know how to meet a demand
head on and that you and you candeliver effectively.
Like all of those pieces areworking, which means you're
(27:44):
probably in the perfect position.
In fact, some of my clientshave come from exactly that
predicament and usually it'sjust a mindset block around.
Can I do a group program andwill people still buy from me?
Because I'm like when you solvethe same problem, they don't
care if it's you directly or youin a program, as long as it's
clear.
And obviously that's why theemphasis around creating a
(28:04):
really strong curriculum is soimportant.
But this is what, when you sayabout like how I think it hasn't
been smooth sailing.
I think that's what'sinteresting about all of this,
because there's so many thingsthat have you know that we're
having to kind of monitor allthe time.
So one if a certain type offunnel does really well for a
while, sometimes it can justsuddenly become old hat and
(28:25):
really boring, and sometimesthat's an advantage.
It means that actually carry ondoing that same thing, because
suddenly you'll be the persondoing something different and
people will want to see it afterall.
But sometimes, you know, you doneed to kind of evolve your
funnel somewhat to meet the waypeople's buying trends are going
Right and then, similarly, theway you deliver your content.
People used to be really happyto sit there on their phone or
(28:47):
on their laptop consumingcontent, to be learning, but
nowadays, if you can turn thatinto, let's say, a private
podcast, people will be muchhappier to be at the gym
learning at the same time fromyou rather than having to sit
down and make time in their busydays to watch one of your
videos.
So the way curriculums have beendesigned is also needing to
evolve.
I mean, this is the thing aboutthe digital marketing landscape
(29:08):
is.
The truth is, you know, we allknow it's kind of constantly
evolving and shifting, so youcan never get too comfortable.
There are certain things youneed to be watching and of
course, there are also sometimeless marketing principles
that will never die.
Which is to be established asan authority is always, always
going to serve you well, becauseas you evolve and shift.
People will follow you becauseyou are that authority.
(29:29):
Bonus points if you've got atowel on your head, they'll
definitely follow you.
If you've got a towel on yourhead, you know.
And the other thing is, ofcourse, you know, having strong
messaging.
Again, that just means,whatever funnel you throw at it,
it's going to be working somuch better.
And the other really importantpiece is, you know, have an
offer that actually meets ademand.
There's so many people who havethis like 2020, 2021, habit of
(29:49):
like.
I will create the demand.
I will make sure everyone knowsthat we live a longer life.
If we burn 10 incense sticksbehind my head and if I just
keep on showing incense, peoplewant the incense and it's like
just make life easier foryourself and meet.
I mean, it's a really terribleexample, but I'm trying to be
random here, to not offendanyone and just choose something
that just obviously doesn'texist.
Speaker 1 (30:07):
But wait a second.
We need to read thatcouragericulum Vita's like book
again.
Speaker 2 (30:11):
Yeah, exactly, yeah, I really should.
But you know, creating like alot of the time people just
don't take the time to thinkabout what are people actually
proactively seeking?
And that plays a really bigrole in Evergreen.
You know we're talking abouthow can we create everyday sales
with a group program whensomebody sees your advert and
(30:33):
they're like, oh, my goodness, Ineeded to see this today.
This is exactly what I've beenthinking I need.
Then you are going to be makingsales with so much more ease.
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 harderfor you and so many niches will
often say to me oh, but thereisn't a need.
People aren't investing in X, y, z it's just never true.
Need people aren't investing inxyz it's just never true.
There are always people outthere investing in the problem
you solve.
You're probably just notpackaging it up in a way that's
creating urgency for them, butthat's how we make evergreen
(30:57):
funnels work is by standing outas an authority, but also,
equally, you know, having thatpiece where we are meeting a
problem that people want tospend money on solving.
No, no convincing required.
Speaker 1 (31:10):
That's like the perfect segue into our next
episode.
Speaker 2 (31:14):
Yay.
Speaker 1 (31:15):
I feel like that.
Do you feel like that?
Speaker 2 (31:17):
I do.
Speaker 1 (31:18):
Okay, cool.
Well then let me talk to thelistener quick, like if you've
been like sitting on the edge ofyour seat, like okay.
So how do we do this evergreenfunnel thing?
Or I have a group program,launch size revenue without
launching, and what Polly'ssaying sounds great to me.
Can we get into the nittygritty?
Well, it looks like we're goingto do that, in addition to like
(31:38):
kind of pulling the cover backthat's a cliche On her funnel
and how she runs ads to it andhow she is drowning in sales
calls right now.
But what is powering that andwhere are these sales calls
coming from?
All that's going to be in thenext episode.
Sound good, polly.
Speaker 2 (31:56):
Sounds perfect.
Speaker 1 (31:57):
All right, well, thanks for being here, thanks
for recording this one with me.
Speaker 2 (32:01):
Pleasure.
Speaker 1 (32:03):
And the listener.
We'll see you in the next time.
Until then, be blessed, takecare and goodbye.
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