Personalized Value Approach VS. Evergreen Value Approach Workflow:
What is the difference between both:
- The personalized value approach is a workflow that you use when youâre reaching out to prospects and offering a personalized value video or audit of their current situation, with the goal to provide them insights that can help them reach the next level/ desired state.
- The evergreen value approach is a workflow that you use when youâre using an evergreen video to educate and share insights that are meant to show them a clear new process of reaching their desired state.
When should you use the different approaches:
- Personalized value approach: I recommend/ask you to use this workflow when youâre targeting big whales, the kind of whales that are getting approached by hundreds of other service providers trying to sell the same services like yours!
You should use this approach especially if the problem that you solve can easily be seen from the outside, example: Fb ad copy, creatives, social media presence, emails, etc.
Examples of niches that I recommend using this approach: Ecommerce brands, Big corporations, C level prospects, etc
- Evergreen value approach:Â I recommend using this workflow when you have access to a lot of leads, more than you know what to do with!
The main purpose of this approach is to save you time, but I recommend strongly starting with the personalized value approach first before you jump to the evergreen value approach, because in order for you to build an amazingly converting evergreen value video that is meant to sell prospects, you need to have done a lot of reps!
Most people who fail with this outreach workflow go straight to evergreen without ever trying and doing reps with the Personalized value approach. Donât do this!
Examples of niches that you can use this approach with: Real estate agents, coaches, consultants, info-preneurs, other service providers, etc!
Advantages and disadvantages of using each workflow:
Personalized value approach:
The advantages of using this workflow are:
- Conversion rates are through the roof because of the reciprocity bias.
- You can easily find the right pain points to bring up in order to sell the prospects
- You get to easily beat your competitors because no one is doing this!
- The closing rate is also pretty high as prospects who end up on a call are already warm.
- You get the marketâs feedback pretty quickly and can iterate your offers.
The disadvantage of using this workflow:
- Too much time spent making audits-personalized loom videos.
The solution to these disadvantages: Hire a person to send personalized videos/audits!
Evergreen value approach:
The advantages of using this workflow are:
- Free up a lot of time
- You can scale it up pretty easily and spread your message to hundreds of people with a single click.
The disadvantage of using this workflow:
- Lack of feedback, you donât know whatâs working or whatâs not working.
- Conversion rates to discovery/sales calls are pretty low
- Lower closing rate with prospects who show up on a call.
The solution to these disadvantages: Hire a person to send personalized videos/audits!
Example of both approaches:
A past campaign using the personalized value approach:
Spearegroup - Ecom agency: weâve been working together since January and they stuck to using the personalized value approach when targeting ecom brands because it works well!
My own campaign using the evergreen value approach:
Iâm targeting a market where I have access to a lot of leads really easily and I understand my marketâs pain more than they understand them so when Iâm doing outreach, I donât offer personalized videos instead I make an evergreen videos sales letter around 7-15 minutes, that is meant to change the viewers whole perspective about growing their agency.
IMPORTANT: Whether youâre using the personalized value approach or the evergreen approach, the top of the funnel will always be focused on Volume!
The good thing with our workflow is that we get prospects to micro-commit by saying âYesâ to receiving a video and at times by giving us their actual email address!
Micro commitments are so important because thatâs what will make the conversion rates of every step of the funnel to be really high!
Most people make the mistake to spam prospects with the value that they havenât accepted to receive, so they end up with 0 results!
Here is the Value approach workflow
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