Most people think of funnels like this:

Step 1: Someone downloads your freebie
Step 2: ???
Step 3: Client!

But that gap between interest and investment?
That’s where the magic (and the strategy) happens.

In this post, I’m pulling back the curtain and showing you what actually goes on behind the scenes of an evergreen funnel that’s built to convert—and how your future clients are experiencing every step.

Because automation doesn’t mean impersonal.
It just means intentional.

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Step 1: They find your freebie (and something about it hits home)

Maybe it’s a blog post they found on Pinterest.
Maybe it’s a Reel.
Maybe it’s a quiet referral.

Either way, something about your lead magnet speaks to them—and not just in a “that’s cute” kind of way.

It solves a specific, relevant problem they’ve been trying to figure out. It’s clear. It’s valuable. It makes them feel understood.

So they download it.

Now what?

Step 2: They start getting your emails (and you don’t feel like a stranger)

Most people stop at the download. But what happens next is everything.

A good nurture sequence doesn’t just “deliver the freebie.”
It starts a relationship.

It tells a story. It shares a moment. It makes the reader nod along and think, “Wait… she gets it.”

Over the next few days, they:

• See how you think
• Learn how you help
• Start to trust you

They don’t feel like they’re in a funnel.
They feel like they’ve been welcomed into your world.

Step 3: They’re gently invited to the next step (your core offer)

By now, your offer isn’t a surprise. It’s not a hard pitch.
It’s the natural next step in the journey.

They’ve gotten value. They’ve seen your personality.
They’ve realized, “This is someone I could learn from / work with / trust.”

The email that introduces your offer isn’t a cold sales page—it’s a warm invitation.

And even if they don’t buy right away?
They stay in your orbit. They keep reading.
They’re closer than they’ve ever been to saying yes.

Step 4: Evergreen content keeps them engaged (without you chasing them)

Here’s where most people miss the mark:
Your funnel isn’t just emails. It’s an ecosystem.

The blog posts, the pins, the posts—they all continue to bring people in, and keep warming them up.

Someone might join your list from a pin in June…
Read your emails in July…
And finally invest in September.

Because the funnel was still running. The content was still visible. The system was still working—even if you weren’t.

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The #1 Myth About Evergreen Funnels? That They’re “Set It and Forget It”

Yes, your evergreen funnel runs without you.
But it’s only powerful when it’s built with care.

That means:

• Writing emails that actually sound like you
• Designing a lead magnet people actually want
• Positioning your offer so it feels aligned, not forced
• Creating content that brings in new leads daily

It’s not about doing less. It’s about doing it once—intentionally—and letting it work over time.

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What I want you to know…

Your next client might already be on your email list.
Or they might find your content next week.
But if you don’t have a system in place to guide them from “hey” to “I’m in”—you’re going to keep doing all the work manually.

If you’re tired of constantly creating content from scratch—and you want a smarter, more sustainable way to attract and convert clients…

Grab my free private podcast: Stop Starting From Scratch
Inside, you’ll learn how to create evergreen content that works for you on repeat—without relying on daily posts or constant visibility.

Plus, you’ll get my Evergreen Content Checklist so you know exactly what to create and reuse again and again.