I grew up in the Midwest. I think every house in my neighborhood had evergreen shrubs in front of it. Now I live in the Low Country of South Carolina. Every neighborhood seems to have some pine trees
along with the live oaks and palm trees – a touch of green year round.
Since getting involved with coaches I have learned about another kind of evergreen. This is an information product – it might be a recording of a class or interview, or a home study program – with a long life.
Why would you want an evergreen product? The goal of any product is two-fold. You want to add another source of income to your business. And you want to build your reputation, your credibility and your brand. The creation of a quality product requires an investment in time and resources that you want to maximize. An evergreen product continues to earn money and credibility for you over a longer period of time.
How do you keep a product evergreen?
- The easiest way is to start by picking a topic that has a long life, such as defining your target market or explaining your sales process.
- Avoid elements that change frequently such as a detailed discussion of how to use Facebook in your marketing. Referencing Facebook and similar types of social media is good. A detailed description is great for a product that you don’t want to be evergreen, but won’t work in an evergreen product because the rules change too quickly and frequently.
- The next step is to keep all references to time or season out of your product. Refer to the material you will cover in the next class or next session. Don’t talk about next Thursday or the week before Memorial Day.
- Another way to inadvertently date your material is to refer to a national or international event – the tornados in the Midwest last month, the recent ferry disaster in South Korea, the fate of the passengers on Malaysia Airlines Flight 370. Any of these references, except possibly the tornados, will immediately take people to the spring of 2014. Take the time, or invest in the services of a good audio editor, to remove any of these references from your audio and/or video files if they have slipped in.
- Plan your teaching time so you present the information in an evergreen manner. Keep your live interaction with your audience to the end of the session, so it is easily edited out or have a separate Q&A session.
- (Do record the Q&A sessions so you can go back and identify areas that may need an expanded explanation the next time you present the class. Just don’t put these recordings in the product you plan to sell.)
- When preparing the print for your product keep in mind the points you want to make, again removing any ‘timely’ references that may slip in. The print can essentially be a script for the audio or can be on the same topics but with different content. Build in the quality as you go and your product will serve you well indefinitely.
Create a surprise, in a good way, for your prospects and clients. Be a living example of Steve Jobs’ recommendation to create an environment where excellence is expected.
Not sure how to do that? Use this link to schedule a call with me to discuss ways you can create a powerful product you can be proud to put your name on.
Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected. – Steve Jobs