How to Promote An Evergreen Offer

No, this is not something you can buy and put on your rear view mirror for a fresh car smell that lasts all year long. An evergreen offer is something you sell that’s always available, and something people will want to buy at any time of the year.

It’s different from a limited-time offer because the latter usually has a discount, bonus, or some extra goodie only available for — you guessed it — a limited time.

What’s great about an evergreen offer is that since it’s available all the time, you can make sales from it all the time — unlike a limited-time offer, which you’d only make money from during launch.

However, that’s a double-edged sword — because unlike what all the social media gurus say about “passive income”, there’s nothing passive about selling an evergreen offer.

You have to talk about that thing until you’re blue in the face, and then some! Even if you think you’re annoying people, even if you think “I’ve talked about it enough, at this point they just don’t want it” — you keep selling it.

But how? That’s what I’ll get into in this blog post ⬇️

Understanding Your Evergreen Offer’s Place In Your Business

Positioning your evergreen offer in your product ecosystem

Whatever your revenue goal is, you should’ve broken that down into how you’ll make your money. Whether that’s through 1:1 services with clients, digital products, memberships, courses, speaking engagement income, or whatever!

So where does your evergreen offer stand? That’s the first question you have to ask yourself. I, for example, am creating a website copywriting guide & template as we speak, and that’ll be an evergreen offer.

To beta test it, I’ll be hosting live masterclasses for each module — giving attendees a discount on the template for that section, and making each module its own digital product. Which will bring in even more income, and allow me to see how to improve the whole product when I officially launch it.

When it finally does go live, I know that I’ll use this resource as a cost-effective alternative to clients that inquire for my DFY services but can’t afford it, to new business owners who do it all and aren’t ready to hire a copywriter yet, and to copywriters who want to have a template for when they write website copy for their own clients.

That’s where this product will stand in my overall product ecosystem!

Your evergreen offer’s unique selling proposition

After asking yourself where your evergreen offer stands in your business, you need to create the unique selling proposition (USP) for your evergreen offer.

You’ll want to find the happy medium between what this product does best, what your customer wants most, and how your competition can’t give them what they want.

Sounds petty, but that’s the basic gist of it.

It could be as simple as Vista Print’s: “Fast, Cheap Printing for Growing Businesses on a Budget”

Or as explicit as Dominoes’: “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it’s FREE!”

It can be long, short, creative or to the point. Whatever will help you get the point across!

You can use a template like this to craft it ⬇️

For [target audience] who needs [thing] and is experiencing [problem], [brand name/product] is the [solution] that provides [benefit] unlike [competitive advantage].

If I were to use this template to craft the USP for my product, here’s what I come up with:

For small business owners [target audience] on a budget [problem], and copywriters [target audience] in need of a template [thing they need], my Website Copywriting Guide & Template [brand name/product] comes packed with all the sales psychology knowledge, creative juice-inducing copywriter gold [benefit] that I use for my DFY clients [competitive advantage]. So you get a high-converting website with a copywriter on your shoulder to guide you [solution], and at a fraction of the cost [benefit].

Setting realistic sales targets

Finally, you want to set realistic targets for consistent revenue. How many would you have to sell of this evergreen offer to meet your revenue goal? Is that actually possible, or should you adjust that number? Whether that’s the price of the evergreen offer or how many you plan to sell, figure out what that number should be.

You can ask your beta testers and other ideal customers what they think the evergreen offer is worth and what they’d be willing to pay for it, as well as the industry average price for something like this, and figure out your price from there.

Creating A Strong Foundation for Promotion

As I said before, there’s no such thing as “passive income” with an evergreen offer — you will always be selling. But it’d be nice to sell in your sleep, right? Here’s how you do it ⬇️

Compelling sales pages for year-round revenue

Unlike a limited-time offer sales page that goes down after the launch period and is packed with urgency triggers like countdown timers and ACT NOW messaging, an evergreen offer will have a different kind of sales page.

It’ll be longer, because you need more space to compel customers to buy now when, logically, they could buy this thing at any time and not miss out.

In place of those aforementioned urgency triggers, you’ll have to spark urgency in other ways.

• Talk to how strongly they feel their pains, and how good it will feel if they didn’t have to feel it any more
• Speak to how much they’re losing by continuing to do what they’re doing and not acting now
• Overcome objections with a stacked FAQs section, payment plans, money back guarantees, and social proof like testimonials, success statistics, and credibility badges

Dedicated email sequence for evergreen offers

Just like a sales page for a limited-time offer will put customers in more of a hurry, so will a sales sequence for that kind of product.

With an evergreen offer, you’ll want to promote it to both people who have heard about it before and those who haven’t. That looks like:

• Selling it to new subscribers after welcoming them to your list
• Create email sequences with a lot of storytelling and sparking urgency like the ways I mentioned above
• Promoting it in weekly newsletter emails when it’s related to the topic you’re discussing

Develop case studies & testimonials

Social proof is top tier, especially when promoting evergreen offers. Because if time is on your customers’ side, then you’ll need to convince them the time to act is now by showing just how transformational your product is.

Case studies and testimonials are a great way to do that.

So as you get more customers, make sure to get insight from them on how your evergreen offer helped them — make sure to ask strategic questions so that they answer every objection future customers may have.

Because if they won’t believe you, at least they can trust real people who have bought and used your evergreen offer.

Content Marketing Strategies for Evergreen Offers

Content marketing will be your friend when selling your evergreen offer.

You’ll want to create cornerstone content that drives traffic to your offer, which could look like:

• A pinned post on your social media feed
• Linking to your evergreen offer in your links in bio page
• Promoting the evergreen offer at the footer of every newsletter email
• Linking it in related blog posts and in YouTube descriptions

Another way to use content marketing to sell your evergreen offer is by repurposing content across multiple platforms. What you posted on your blog could be a carousel on Instagram, a video on YouTube or even multiple YouTube shorts, a few TikTok videos, and 2 newsletter emails if you play your cards right. And you can even repost it in different ways on those same platforms for all your new audience members that are in one of the earlier customer awareness stages.

On top of that, you can use SEO strategies specific to your evergreen offers to drive even more traffic to them. One way is with blog posts, but also:

• Targeted keywords on your sales page and shop page
• An optimized title tag and meta description
• Getting more backlinks on other site pages that lead to your evergreen offer
• Updating existing content to include information about your evergreen offer
• Optimizing your images
• Improving loading speed, and more

You can also plan promotion into your content calendar so you can slot consistent selling into every month. I know it may seem like you’re annoying your audience, but if they really were annoyed they’d say so or unfollow you. And if they are, well you don’t want to be associated with those people anyway.

Email Marketing Tactics That Keep Your Offer Fresh

There is a way you can avoid be annoying — to your email subscribers, anyway. You can segment your audience so that only new subscribers — or people who are still interested in hearing about your evergreen offer — get emails about it.

You can also send automated sequences that nurtured leads over time, which works best if you have an entire content plan for future calendar months.

“Strategic fake launches” are another coy way of creating urgency — and you can add on a timed bonus so that customers will know that even if they can buy the evergreen offer anytime, they’ll miss out on the new goodie if they don’t buy now.

You can also do re-engagement campaigns for cold subscribers to remind them that “Hey! I have this thing, and it’s really good, and hell you might even need it now and don’t even know it because maybe you forgot about it so let me tell you again.”

Social Media Promotion Without Audience Fatigue

Aside from a pinned post or mentioning your evergreen offer, you can also have a rotation of content that talks about it every once in a while without tiring your audience out.

There are also ways to highlight your evergreen offer depending on what platform you’re on. For example, on Instagram you can have multiple links in your bio, so you can directly link to that evergreen offer.

Another strategic promotion tactic is leveraging user-generated content and testimonials! Like customers demonstrating your product as they use it, sharing their results and reviews, and other aesthetic content they make!

And of course you can do paid social media ads to drum up even more traffic that organic content wouldn’t provide.

Creating Ethical Urgency & Scarcity

There’s only so much urgency you can create with an evergreen offer. But there are ways! Whether that’s with limited bonuses you rotate throughout the year or creating ethical buying urgency, which you can do in a few ways:

• Have real-time updates for who’s buying your product → e.g. John from New Jersey just grabbed his webinar ticket!
• Show who’s also viewing your evergreen offer at the moment → e.g. You’re not alone! 10 people are looking to grab the Website Copywriting Guide & Template right now, too
• Strategically showing testimonials and reviews → e.g. “I thought the price was a bit much, but then I bought it and it has made me that money back 5x over!”

Payment plans can also assuage any buying trepidation, and strategic discounting – whether that’s during calendar holidays or at special moments — can also get people amped to buy now.

As you go along, you might think to yourself “How can I make this evergreen offer better?” Instead of throwing the whole thing out and starting from scratch, you can add exclusive elements to it!

Strategies to Take It Even Further

If you want to go the extra mile, you can:

• Partner with businesses to promote your evergreen offer, or set up an affiliate program so they’re selling for you
• Set up retargeting campaigns to people that were interested but then… forgot why they wanted to buy it
• Leveraging seasonal themes without changing your core offer — whether that’s with seasonal ads, discounts, or bonuses at certain times of the year
• Create a referral system so that customers who tell people to buy your evergreen offer get something out of it

That’s All, Folks!

I hope you took notes and highlighted all the important bits. Now, if you’re wondering what to do next, I gotchu.

• For your email marketing, my Top to Bottom Funnel Sales Email Template Bundle has you covered. It’s got 35 copywriter-approved sales email templates that are perfect for selling a limited-time offer and an evergreen offer
• If you want something more comprehensive, the Reveal Studio Co. Digital Sellers Copy Kit includes all the resources, templates, and guidance you need to successfully market and sell your digital offers without breaking a sweat.
• If you just want an expert to do everything for you, I can help with that too! Inquire for my Copy Retainer package, which is super flexible and more affordable than my premium set packages.