322: BTS of an evergreen funnel launch from scratch

Behind the Scenes of Building an Evergreen Funnel from Scratch: Lessons from Tina Tower

Launching a new course is always an adventure, but building an evergreen funnel from the ground up? That’s a whole different ball game. In this episode of the Her Empire Builder Show, Tina Tower takes us through her journey of creating and launching “Welcome to Adulting”: a practical, low-cost, high-volume course designed to help teenagers (and their parents) navigate the transition to adulthood.

Why “Welcome to Adulting”?

Tina Tower shares how her inspiration stemmed from wanting to equip her own teenagers with real-life skills—think managing doctor visits, handling insurance, setting up government accounts, cooking basic meals, and even understanding finances. What started as a PowerPoint presentation for her kids quickly ballooned into a popular event, with 16 teens eager to learn (and take notes)!

A casual social media post about that event exploded with engagement—over 500 organic comments, something Tina Tower had never seen before! The demand was clear, so she decided to package all her knowledge into an online course. The kicker? She wanted this launch to set an example for her Her Empire Builder community by not relying on her personal brand, but starting truly from scratch.

Building the Course: Ambition Meets Reality

The process was ambitious—Tina Tower aimed to launch in four weeks, but it took seven. Why? Filming content proved to be the most draining step, especially since she doubled her workload to create two versions: one for Australia, and another for the US. Each version needed not only tailored resources and spelling but localized references to government services, taxes, and even recipe ingredients.

The takeaway: Even seasoned course creators underestimate how long these things take, and that’s okay! The key, as Tina Tower highlights, is incremental progress—doing “one more thing” each week to keep moving forward.

Marketing Strategies: Mistakes, Momentum, and Evergreen Funnels

When it came time to launch, Tina Tower admits she made a rookie mistake: she let her pre-launch audience grow cold. Nearly 900 people had joined the email list after that viral post, but she hadn’t sent a single email until launch day. Despite this, she decided not to delay further—better to get feedback and refine in real-time.

Her ongoing strategy includes:

• Facebook Ads: Targeting both Australian and US audiences, aiming for a 30-40% acquisition cost.

• Weekly Newsletters: Written in a brand-neutral tone (not the “Tina Show”), focusing on educational and entertaining content.

• Organic Social Content: Relatable memes, educational snippets, and calls-to-action.

• Multiple Funnels: Separate sales pages and video sales letters (VSLs) for each region, backed by tools like Deadline Funnel to create urgency.

Lessons Learned (and a Little Bit of Woo-Woo)

The launch didn’t go as expected—no sales for hours after the site went live, sparking doubts. But a “sign to the universe” (her husband buying the first course!) shifted the energy, and sales began rolling in soon afterward. Over 20 sales came in within the first four days, with goals set for 50 in the first month and scaling to 5 per day through ongoing optimization.

Through tools like Mouseflow and A/B testing, Tina Tower is tracking everything, promising to share real, actionable data and templates with her Her Empire Builder community.

The Bigger Picture

This episode is packed with valuable takeaways for any entrepreneur looking to build a low-cost, high-volume evergreen course—whether you’re just starting or ready to scale past six figures. Tina Tower’s behind-the-scenes honesty, willingness to experiment outside her established brand, and commitment to sharing every step with her audience make this a must-listen for course creators.

If you want to learn from her journey, grab her free training or join Her Empire Builder for hands-on support, templates, and real-time insights.