The 5 Evergreen Funnel Mistakes That Are Making It Harder To Get Clients Into Your wellness Programme

Jan 1

If your evergreen funnel isn’t helping to get more clients into your wellness programme, it’s likely that you’re making at least one common mistake on the strategy side.

As a wellness copywriter who regularly audits evergreen funnels and provides strategy support for evergreen funnels to sell wellness programmes, there are some mistakes I see time and time again.

If you’re making even one of these, it’s going to be much harder to get clients into your wellness programme via your evergreen funnel:

Your evergreen funnel isn’t aligned with a specific offer

It can feel much easier to try to sell all of your main offers within one evergreen funnel but it’s far less effective too.

When there’s so much going on within the funnel, it creates mixed messages that can feel overwhelming and confusing for the potential clients who go through it.

A confused and overwhelmed person won’t convert.

Having separate evergreen funnels for specific offers works much better. When you’re only attracting people who are a good fit for a specific offer and you’re only nurturing around this offer, it’s more likely to result in clients.

Because the messaging is simpler, there will be fewer objections to overcome and less mindset shifting that needs to be done versus trying to do mindset shifting and objection busting for multiple offers at once.

If you have three main offers, have an evergreen funnel for each of them that’s strategically designed to take potential clients on a journey specific to that offer.

There’s no strategic journey within your funnel

An effective evergreen funnel needs a strategy behind it. It needs to take potential clients from where they are right now (the situation they’re in and the challenges they’re facing when they decide to opt in for your freebie) to where they need to be to feel ready to take action (by the end of the strategic email sequences).

Most of the time, there will need to be a lot of mindset shifting, objection busting and trust building to get from A to B but it’s very common that I see evergreen funnels in the wellness space that don’t look to take potential clients on this journey.

And it’s usually the case that potential clients are in exactly the same place as they were when they first entered the funnel because the lack of strategy means they haven’t been moved closer to taking action.

The journey within the evergreen funnel should be mapped out before a single word of copy is written.

Don’t create a freebie and then try to make the journey fit around it. The journey should inform the freebie theme and the emails that follow it.

Everything should start with the strategy.

Your funnel is too complicated

Your evergreen funnel doesn’t need to be complex.

It often gets that way because your evergreen funnel isn’t aligned with a specific offer and is trying to do too much all at once.

The evergreen funnels I write copy for or do strategy for are simple - a freebie or a free training, an opt-in page and 1-3 strategic email sequences that run off the back of each other. All of this is leading potential clients towards one specific offer.

At its most simple, the strategic email sequence is a welcome sequence to get to know you, your mission and your offers and prime the relationship for future sales.

Ideally, I like my clients to have a deeper nurture sequence to run after the welcome sequence to do more mindset shifting and overcome objections, and then a sales sequence for a signature offer.

These sequences are automated and run off the back of each other. They build on each other, giving potential clients what they need to know to feel ready to take action.

It doesn’t need to be any more complex than that for most wellness programmes.

Occasionally, I’ll recommend sending specific sequences just to people within the funnel who perform certain actions e.g clicking through to a sales page but not buying. But that depends on different factors and isn’t necessarily a move that everyone needs in their evergreen funnel.

Or it’s too simple

On the flip side, I see evergreen funnels that end after an email delivers a lead magnet.

A potential client opts in to get the lead magnet, receives an email with it and then nothing.

Sometimes, this delivery email attempts to build a bit of rapport. Often it doesn’t and simply delivers the freebie.

Either scenario is a missed opportunity to build trust and continue to move potential clients along the journey towards taking action.

Your potential clients need a LOT more nurture than a freebie and a few lines in an email that tries to introduce yourself.

Even if they’ve followed you on social media and opted in to your freebie that way, they don’t necessarily trust you enough to take action beyond giving you their email address.

If they came across you very recently on social media or via a paid ad, they may not know you at all.

The relationship isn’t there. The trust isn’t there. And action isn’t going to happen.

Especially if the next time they hear from you is your monthly newsletter several weeks down the line.

This is why I write (and recommend having) entire welcome sequences to grow the know, like and trust factor, followed by sequences that further move potential clients closer to taking action.

In the wellness space in particular, trust building and overcoming scepticism is a necessity if you’re asking people to trust you with something as personal as their health.

There are too many calls to action

Again, this one often goes back to an evergreen funnel that’s trying to do too much and sell multiple offers in one. The calls to action are all over the place and potential clients are confused about which way to turn.

The end result? They don’t do anything.

Maybe they even unsubscribe because they can’t easily figure out how you can help them.

The calls to action don’t get traction.

Keep it simple - one aligned funnel with one specific call to action, whether that’s booking a call, joining a waitlist or applying to join a wellness programme.

Your opt in page isn’t building desire or anticipation for getting your freebie

I commonly see opt-in pages that are just a couple of lines of copy with the assumption that this is enough to persuade potential clients to opt in.

This is a sure-fire way to lose opt-ins because most people will need more info to decide whether to opt in, especially if they’re brand new to your world.

My opt-in page framework has 8 copy sections to build enough desire and anticipation for the freebie.

So you can see why a couple of lines of copy isn’t going to do the trick.

Your opt-in page doesn’t just have the role of getting the opt-in. We want to build enough desire for the freebie that it will actually be consumed and not just sit in the inbox without being given another thought.

The freebie is the first step on the journey towards working with you and if potential clients aren’t excited to consume it and take action from it, it’s much harder to move them towards bigger action ie working with you.

It starts with an opt-in page that builds enough desire and anticipation.

Think you may be making one or more of these mistakes in your evergreen funnel?

Let’s fix your evergreen funnel strategy so you can get more clients through it

You can work with me on a Funnel Power-Up (aka a funnel audit) to take your existing evergreen funnel up a notch or work with me on a specific part of your funnel.

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