hey miles here miles Becker calm this
video is all about evergreen enrollment
versus limited time enrollment whether
you're running a membership program or
you've got a fixed duration course or
some other info product you've probably
pondered the question do I leave this
thing open at all times or do I open it
for periods of time and then close the
doors for periods of time you know on my
personal membership which has been
limited time enrollment up till today
I've just opened it up for evergreen
enrollment my wife's membership program
which we've been running for several
years we've done both as well and
there's really a time and a place for
both which is what this video is all
about so I want to help you make the
program for your info product your
course etcetera
do you leave this as evergreen
enrollment or limited time so let's talk
about each option first I'm gonna start
with the limited time enrollment and I'm
gonna let you know why and how I use
that at the beginning of launching my
membership program so when I first
launched my membership program it was
launched at a very very special price
for a very limited time and not only did
I want to make sure that price was
locked in for a short period of time
right it's a $97 per month program and I
offered it for $29 per month for that
first group of people so there was a 7
day window that I allowed these people
to come in at that $29 price and I had
committed that I was never gonna offer
it at that price again and I have not at
this date so what I did is I left it
open for 7 days and I closed the doors
this was for two reasons number one it
helped me get a really solid cutoff
point it wasn't just that your price is
gonna go up on next Friday it was that
the price goes up and the doors closed
so this gives me extra urgency which
definitely compels a few more people to
purchase right it's a persuasion tactic
so that's one of the big reasons why you
do that but it also gave me time to
understand how much time is it going to
take for my new group of enrollees and
for me to run this membership program my
membership program is essentially an
inner circle membership where people get
access to me via a forum I create
advanced video trainings and I also do
live stream broadcasts where I'm
answering specific questions I'm
reviewing funnels we're doing a keyword
research one here very soon so it could
be quite topical so I really didn't know
how much of my physical time it was
going to take so I used the prod
of opening it up for a week and then
closing it down I left it closed for
about a month and then I opened it again
at that next price level and I repeated
this process month after month
until now when we're at full price in
the last opening and closing I was
monitoring how much time and energy does
it take from me to keep the group and
the membership kind of moving forward
right I can't bog myself down with too
much work because each user deserves
attention and I don't want to get to the
point where I can't give daily attention
to each user who has a specific question
well I just made it through that last
cycle and at this point I'm feeling
really confident in the process I'm
feeling really confident in the fact
that I'm able to leave this thing open
I'm gonna be able to manage the people
who come in as they come in yet I'm
gonna be able to manage all of those
members that are already there very
comfortably so it fits my lifestyle
better now this is gonna give me the
opportunity and here's the benefit of
going to Evergreen I'm gonna be able to
mention it more in my email so you
probably know that I sent out about an
email every day minimum six days a week
I'm sending an email so I'm gonna be
able to have more touch points and more
recommendations and more mentions to my
advanced trainings to some of the
advanced software tools that I've built
that are inside of there through my
email list which means I'm gonna bring
in more members throughout the course of
the month which means my residual income
will continue to grow another factor
that I love about the Evergreen model is
we humans are kind of impatient right
we're used to Amazon Prime 48-hour
delivery every once in a while you'll
find a product on Amazon and it's like a
10-day wait period you're like 10 days
like there's no way like I'm not waiting
that long so forcing my people to wait
when they're in that moment they're
ready to join they've got their credit
card in hand they've read the sales
letter they click on the button and
instead they get a I'm sorry we're
closed get on the waiting list
notification what percentage of those
people actually purchased later on well
I know that I have a pretty big waiting
list and that most of the people who
clicked and got onto the waiting list
haven't actually bought so I created an
added friction by having these periods
when enrollment was open and periods
when the enrollment was closed and that
that kind of facilitated more people
wanting
and then having that moment of like what
do you mean I have to wait for this like
I'm an instant gratification human being
like how are you how dare you make me
wait that flat-out turns people off and
I missed out on a lot of sales so this
new model of having an evergreen is
going to help more people join up when
they are ready right it's more about
when the timings right for you than it
is for me in the beginning it was very
much about me how much energy does this
take how much time does this take
because I couldn't over I couldn't risk
overwhelming myself but now that I feel
like I've got my process he's down I
feel like I've got enough trainings in
there when new people come in they get
to dive into the trainings are excited
about it kind of protects me from
getting hundreds of questions per day so
the system is built in a way now that
fits an evergreen model as is my
lifestyle so you need to be thinking
about that for your your product one
other key if you run a fixed duration
course let's say you have a six-week
modulated course where you bring a group
of people in and then all together they
go through week one and then they got a
QA call and they go through the week two
module and then they got a QA call and
so on and so forth you probably do want
to stick with a fixed duration marie
forleo's b-school is a great example of
this she opens it one time per year and
she's crushing it she has millions of
dollars per year but the whole goal is
to bring in a new class of students just
like in high school or junior high or
whatever it was or even college you
bring in this class of students who all
grow and learn together they're all on
the same modules together I know that
Seth Godin has a course that is I think
it's a hundred day course and he opens
enrollment and then he closes it down
and then they all start day one together
so they're all on the same path together
and this if you've got a Facebook group
that's that's available for your members
to talk about the different discussions
or you've built a forum or discussion
board inside of the delivery kind of
mechanism inside of your membership
program this can really help people feel
like they're not alone like they're
they're a part of a large group going
through a curriculum together and that
actually can help your stick rate it
makes them feel like they're a part of a
community which can last a lot longer
for my approach and really for the
people I help it's all over the place
I've got dropship people I've got
affiliate marketers I've got people
running agencies I've got coach
I've got pay-per-click advertisers so
I've got all these different people so
mine is built more on a kind of join
when you're ready
choose the pieces and the modules and
the courses that are available and
helpful for you and then ask me
questions for your feedback as you need
help kind of optimizing things and and
overcoming challenges that you are
personally facing so again it's a
mechanism of how I've built and what
I've built is why I think that the
Evergreen model is going to be something
I'm more excited about but here's the
caveat right I have the full right and
permission to change I may very well
turn this thing back to a limited time
enrollment if I get myself to a point
where I feel like I'm getting
overwhelmed I am NOT enjoying the
process of new people coming in
trickling in at different points in time
or if I've got a bunch of travel coming
up I've got a speaking gig in Mexico got
a speaking gig in Bali I'm gonna be
doing a bunch of travelling through
North America to events I've got another
speaking gig in Santa Monica I got to go
to Austin this is oh I've got a ton of
travel already booked out and that's
another option I have so know that you
have the flexibility to change you have
the flexibility to test different things
don't feel like you have to make one
decision and then that's it forever you
are ultimately in control but it's best
to look at what have you created how is
that solution going to be offered to
people if you're planning on running an
evergreen funnel where you're running
Facebook pay-per-click ads and you want
the ability the ability to scale that
right you're testing landing page copy
you're testing ad copy and you're
looking for that combination of ad
landing page offer message checkout
process that's scalable you don't want
to do fixed duration because you're
always going when you get those things
working right you want to be able to
turn up the heat and really drive as
much traffic as you possibly can last
note is you can kind of go deeper on
this idea of evergreen versus on-demand
even looking at a webinar functionality
you know I do look at a few webinars
from time to time just to see what
people are up to and I'm always amazed
when I go look for your sales material
which is a webinar and that individual
says ok you have to wait an hour why I'm
ready right now like you're gonna head
fake me with this fake hour wait to make
me think that you
doing a live webinar that's not live
it's pre-recorded BAU hype it up like
it's live to me that's an instant no-go
that is a an ethics situation where I
look at these people who use this kind
of methodology and I'm out I got better
things to do with my time
I'm not sitting around and waiting for
an hour for you I don't sit around wait
for an hour for anyone else and I think
a lot of people think this way so if you
are also looking just at your sales
material
is your sales material evergreen or are
you for some strange reason forcing me
to wait now you might say it increases
conversion on the other end but it also
leaves people with a bad taste in your
mouth and you need to realize that there
are kind of long term effects of
everything that we do so either choice
or both choices whichever one you make
it will have some sort of lasting effect
on both sets of people I really like to
as often as possible make my content
make my membership my inner circle my
wife's as well runs evergreen make it
available to our customers when the
timing is right for our customers that
really is the ultimate key I want to
make it easy for them I think this is
one of the reasons why Amazon has become
such a behemoth of a business and such a
valuable business is they honor that
kind of expectation of getting things
quickly so monitor what you're doing all
the way down to that sales messaging
right do you have a video sales letter
or a written sales letter that's
available on to me on-demand 24/7 if not
why and are you potentially hindering
your growth by forcing an hour or a two
hour or even a fifteen minute delay when
you force me for five minutes or 15
minutes away I'm out I'm moving on to
something else I'm not gonna wait around
to consume your sales messaging then
with your product itself if you have a
group of people you want to bring in and
you want to move them forward together
having limited open and closed
enrollment makes very good sense if
you're going to be adjusting your prices
if you're launching brand-new and you're
gonna incrementally age your price up
week after week or month after month it
could make really good use of the
limited time enrollment to open it close
it raise the price when you open it
again and then do another enrollment
period and another enrollment period if
you're brand new with your course and
you're brand new with your membership
and you don't know how much time and
energy it's going to take from you use
the limited enrollments so you can kind
of manage the flow of new customers and
you can manage your energy expenditure
because you don't want to overwhelm
yourself as your
of delivering upon that which you
created those are the reasons why I
think the limited enrollment makes the
most sense but if you've got systems in
place people are able to access it all
on demand they go through the modules
whenever works for them they join into
your private community or Facebook group
whatever works for them and you're just
comfortable with this pure automation
approach might as well go evergreen this
gives you more time to run more split
tests to more run more advertisements to
really dial in a scalable system I do
believe that an evergreen system is
going to be a more scalable system most
of the information product owners and
online business owners that I know of
that make three four five seven plus
million dollars per year they generally
have it evergreen open I think Marie
Forleo is really truly one of the
outliers in that situation but again she
brings a group of people through
curriculum together so there's a
specific reason why she has that limited
time enrollment and these are the big
ideas you want to think about if you
have questions about this get at me in
the comments I think you give me a
thumbs up I appreciate you whatever you
got any sharing engagement I do
appreciate that I really do appreciate
you and I'm happy to answer your
questions when I have time I look
forward to connecting with you on the
next video until then be well Cheers
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