Go Evergreen With Your Programs: A Step by Step Guide

May 03, 2021
go evergreen


In this episode of The Dreamer’s Lounge Podcast, I’m excited to have Daniela Justus joining me! Daniela is a FB/IG Ads + Funnel Strategist, Online Business + Marketing Consultant, and Owner/Founder of DEJA (Daniela E Justus Agency). She is living proof that by being intentional and strategic in business, you can create a sustainable, purpose-driven lifestyle that you love by design. Daniela is my ads manager, so I can attest to the fact that she’s awesome! Today we’re discussing how to go evergreen with your programs-- what that means, and how to execute it.

But before we dive right in, welcome! You’ve now entered into The Dreamer’s Lounge! I’m Ariel Schiffer, and I have made it my mission to take out the digital trash one bad course at a time. I am the creator of The Course Alchemist, Industrial Organizational Psychologist, and Curriculum and course design expert.

This podcast is for entrepreneurs who are looking to elevate their digital product suite so their offers speak for themselves. Nothing is worse than being oversold into something that under delivers just like an overpriced bottle of wine. So, if you’re ready to develop high quality offers, bring in consistent revenue, and have a business with long-term results for you AND your clients, grab your drink and join us inside…

And today, Daniela and I are walking you through how to go evergreen with your programs. For all the details, be sure to listen to the ENTIRE episode on your favorite streaming platform!


Daniela shares her background and why she’s passionate about advertising.

Daniela says that advertising amplifies what’s already happening in your business. Even if you haven’t made a single sale yet, or you have a brand new program, advertising is a way to highlight that. It’s not just about trying to sell something. It’s about getting your message and mission to a larger audience.

When you have a solid understanding of your customer, sales cycle, and all the pieces of information that need to be in place to make an informed decision, that’s when you can seamlessly translate your data into an evergreen model. You have all those insights before the testing process begins.

Daniela is passionate about going evergreen because loves working with people who are making a difference in the world. She feels good about helping them amplify their message.

What going evergreen really means.

“Evergreen” is sort of hard to define since it’s used in many different contexts. But the term “evergreen” defines a model of sales that’s largely automated. There are also some considerations that apply to content. Evergreen content means it will always be relevant and not attached to a specific date.

Evergreen doesn’t have to mean all or nothing, completely automated or completely live. For example, some people may set up a process of evergreen lead generation, but their programs have more live components.


Steps towards going evergreen.

Daniela says to start with the data you already have. Look at the insights of your social media posts, and watch for trends. See what kinds of messaging is resonating most with your audience.

Even if you’re not running ads yet, you can still track data from your social media channels. You can set up Pixel to track users’ behavior. All of this data will help you run successful ads in the future.  

How to build trust with automation.

Daniela says it’s critical to understand that sales happen based on emotion. People may justify their purchases logically after the fact. But the initial decision to buy is always emotional. 

Knowing that, the real challenge with going evergreen is how to build relationships so people feel the sense of connection they need in order to buy.

Daniela has some awesome tips for how to build trust, even with automation:

  1. Have a solid understanding of your sales cycle. This way, by the time they have the opportunity to buy, they’re already primed. They know who you are and what your program is. 
  2. Use video. It’s one of the fastest ways to build a relationship. People like to see and hear who you really are. 
  3. Tell your story. Open up! Talk about your origin story, why you started your business, and why you’re passionate about your offer.

The false assumption of “set it and forget it.”

A lot of people think that going evergreen means their process will magically work for them, and they won’t have to put in any consistent time and effort to see results. 

Unfortunately, there’s no such thing as passive income. The fact is, everything costs something, whether it’s time, energy, or money.

You can definitely work smarter, but if you think that going evergreen means zero work for you, you’re going to be disappointed. 



Go Evergreen With Your Programs: A Step by Step Guide-- The Bottomline

The online advertising space is constantly changing, and it can feel overwhelming. But instead of getting frustrated or defeated, we encourage you to take responsibility for your own content. It IS possible to get your message across. In fact, today there are even MORE opportunities to spread your message than ever before. So be intentional, use a proven strategy, and always keep your clients’ best interests at the top of your mind.

Thanks so much for stopping by The Dreamer’s Lounge! I hope that this episode helped you learn practical steps to take to go evergreen. If you enjoyed the episode please take a second to rate & review. Each review helps me fulfill my mission of improving the quality of learning in the online business industry. Don’t forget to take a screenshot, share it in your Instagram stories and tag me @dreampro_. See you next week!




Let us show you the focused path to course creation.

Dreampro Course Camp™ is your map through the course creation wilderness, showing you the easier path to creating innovative courses that get s’more results for your students
(and for your bank account).