Evergreen: My Word of the Year for 2019

In 2019 I’m excited to embrace a new way of thinking about my business! I’ve niched down more than ever and I will only be offering two service-based products: custom wedding invitations and a-la-carte envelope calligraphy on a case-by-case basis (meaning I will have specific minimums in place and specifications before I take on an addressing job).

I’ve also chosen a very unique word of the year. To be honest, I’ve never been “into” choosing a word of the year. I know that sounds dumb, but every year I saw everyone else doing it and kept thinking to myself that it seemed pointless, or wondering how it would actually help me. For some reason my mindset on this has completely changed now that 2018 has come to a close, and about halfway through the month of December it started to become very clear to me what my word of the year was.

I actually announced my 2019 word of the year in my 2018 Year in Review blog post - feel free to go back and read that one if you want!

My word of 2019 is EVERGREEN.

evergreen in calligraphy

I’ve been getting a lot of different questions about this choice of word, and people have mainly been wondering what it means. Here’s the Google definition:

The definition of “evergreen” as given by Google.

The definition of “evergreen” as given by Google.

The term “evergreen” largely applies to plans or greenery, but it has a business application too, which is hit on in part one of the definition, which reads, “having an enduring freshness, success, or popularity”.

Y’all, this will be my year of creating content and products that will continue to cycle and generate profits without needing a whole lot of upkeep. The amount of the work needed at the beginning to get this type of content up & running is A LOT, and I’m prepared to do that type of work. For example, my Stationery Biz Crash Course is already a perfect example of this strategy.

I had to put in a lot of work up front to get the Stationery Biz Crash Course up and running through my email provider (I use ConverKit, and I’m also an affiliate with them - you can get a 14-day trial by clicking this link). However, once I had my automations set up on the back end of ConvertKit, I didn’t have to lift a finger. All of those emails are delivered automatically when someone signs up for the crash course via the landing page. I still have to do some work to promote my free email series, but the rest of the work is automated and done for me.

You might be wondering… how the heck does a FREE email series generate any sort of profit? The simple answer is that by using a free email series I can build trust with my audience (so that they will purchase from me later), and I also wrote the emails in a way that allowed me to promote some of the companies that I’m affiliated with, such as Dubsado and QuickBooks Self-Employed. Trust me, I would NOT promote these companies if I didn’t absolutely love them.

I’m hoping to introduce more content that works in a similar way, whether I create an email series for it, a YouTube video, etc. I want to be creating content that is helpful to other creatives while also allowing me to generate profits for my business. I have some awesome products & resources planned for 2019, and I can’t wait to announce them throughout the new year.

Creating evergreen content can get very complicated and technical. It often involves a lot of sales funnels, deadlines, email marketing, and planning. But this year I think I’m ready to embrace it in some fun and new ways - basically, I’m trying to force myself to think BIGGER in my business, to launch some amazing digital products, and to reign in the burn-out on the services side of my business.

Don’t get me wrong, I love my clients! But I was also completely ready to surrender day-of signage in my business and put all my effort towards what I’m really passionate about: custom wedding invitations. Not to mention I also need more time to work on Biz Birthday Bash, especially with the launch of our Biz Bash Podcast and a couple other amazing things we have coming up in 2019.

Hopefully this blog post does a good enough job of explaining my thought process when it comes to the word “evergreen”. It’s definitely not going to be easy, but I’m excited for a new challenge in my business, and a bit more mental space outside of client work! As my business has grown, I’ve continued to learn how powerful & important it is to really continue to focus only on what I love and what really drives me.

Cheers to amazing things in 2019!