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Evergreen Assets: The "Do The Work Once, Reap the Rewards Again and Again (and Again!)" Content Marketing Ecosystem
FINALLY... AN EVERGREEN CONTENT MARKETING SYSTEM - from the bestselling author of Big Ideas... for Small Businesses and Routine Machine.
Content Marketing doesn’t work - at least not the way most people do it. Most people make content marketing harder work than it needs to be. This book will show you how to get your content marketing working hard for you, rather than the other way around! To do the work once, and reap the rewards again and again (and again!).
EVERGREEN ASSETS WILL SHOW YOU:
How a cow’s arse got John on primetime BBC TV.
Why the world’s worst website is still better than yours.
How to make £125,000 from a 27p fridge magnet.
Why you should abandon social media.
How a spelling mistake increased sales by 48%
The real reason that “no-one’s buying” from you.
How to get the Queen of England to endorse you.
That your customers are all busy, lazy, drunk, amnesiac idiots
What you ACTUALLY earn in an hour.
How to sell more (by selling less).
JOHN LAMERTON is a self-styled lazy entrepreneur and investor. He balances running an ambitious lifestyle business with raising two children. A former “hustler”, John now earns more money “working” 20 to 25 hours a week than he used to pulling all-nighters and “grinding” for 100+ hours per week. He now mentors fellow ambitious lifestyle business owners, showing them how to design their business around their ideal lifestyle.
Content Marketing doesn’t work - at least not the way most people do it. Most people make content marketing harder work than it needs to be. This book will show you how to get your content marketing working hard for you, rather than the other way around! To do the work once, and reap the rewards again and again (and again!).
EVERGREEN ASSETS WILL SHOW YOU:
How a cow’s arse got John on primetime BBC TV.
Why the world’s worst website is still better than yours.
How to make £125,000 from a 27p fridge magnet.
Why you should abandon social media.
How a spelling mistake increased sales by 48%
The real reason that “no-one’s buying” from you.
How to get the Queen of England to endorse you.
That your customers are all busy, lazy, drunk, amnesiac idiots
What you ACTUALLY earn in an hour.
How to sell more (by selling less).
JOHN LAMERTON is a self-styled lazy entrepreneur and investor. He balances running an ambitious lifestyle business with raising two children. A former “hustler”, John now earns more money “working” 20 to 25 hours a week than he used to pulling all-nighters and “grinding” for 100+ hours per week. He now mentors fellow ambitious lifestyle business owners, showing them how to design their business around their ideal lifestyle.
- GenresBusiness
369 pages, Kindle Edition
Published November 25, 2021
84 people are currently reading
44 people want to read
About the author
John Lamerton
4 books9 followersJohn Lamerton has been described as both a "normal bloke from Plymouth", and a "Routine Freak".
He launched his first business - an Internet Marketing Company, despite:
1. Not knowing ANYTHING about running a company.
2. Not knowing ANYTHING about marketing.
3. Not even owning a computer, let alone knowing ANYTHING about the internet.
Armed with a copy of "Internet Marketing for Dummies" and his girlfriend's parent's computer, John worked hard, made a lot of mistakes, and a little money (he earned £13.51 in his first NINE MONTHS!).
He kept learning, and kept working harder and harder for years, and made more money.
And then he read ONE line, in ONE book that changed EVERYTHING.
John's "lightbulb 💡 moment", when he discovered the ambitious, lifestyle business.
When he realised that you can design your business to deliver the lifestyle YOU want.
That a "lifestyle business" doesn't mean scraping a living, and that you can merge ambition to grow, with being there for your kids.
To have amazing holidays 🏝️ (and leave the laptop at home).
To knock off early, and play golf. ⛳
John has been running ambitious, lifestyle businesses ever since - and his businesses exist PURELY to deliver the lifestyle he wants.
Work to live. Not live to work.
After exiting his business in 2016, John wanted to pass on everything he'd learned to small business owners who are struggling to succeed, and whose only strategy is to "work harder".
He wanted to show them that there IS another way.
That a "normal bloke from Plymouth", with NO experience, NO money, NO contacts, and NO knowledge of what he was doing, can achieve more than he ever dreamed - by becoming a "student of what works".
John wrote his first book - Big Ideas... for Small Businesses as his blueprint for running a successful, ambitious, lifestyle business.
John's second book, Routine Machine shows you how to turn consistency into your superpower, and how simple daily habits and routines can GUARANTEE you success.
John is currently writing his third book "Evergreen Assets", which will be released in late 2021. 📚
He launched his first business - an Internet Marketing Company, despite:
1. Not knowing ANYTHING about running a company.
2. Not knowing ANYTHING about marketing.
3. Not even owning a computer, let alone knowing ANYTHING about the internet.
Armed with a copy of "Internet Marketing for Dummies" and his girlfriend's parent's computer, John worked hard, made a lot of mistakes, and a little money (he earned £13.51 in his first NINE MONTHS!).
He kept learning, and kept working harder and harder for years, and made more money.
And then he read ONE line, in ONE book that changed EVERYTHING.
John's "lightbulb 💡 moment", when he discovered the ambitious, lifestyle business.
When he realised that you can design your business to deliver the lifestyle YOU want.
That a "lifestyle business" doesn't mean scraping a living, and that you can merge ambition to grow, with being there for your kids.
To have amazing holidays 🏝️ (and leave the laptop at home).
To knock off early, and play golf. ⛳
John has been running ambitious, lifestyle businesses ever since - and his businesses exist PURELY to deliver the lifestyle he wants.
Work to live. Not live to work.
After exiting his business in 2016, John wanted to pass on everything he'd learned to small business owners who are struggling to succeed, and whose only strategy is to "work harder".
He wanted to show them that there IS another way.
That a "normal bloke from Plymouth", with NO experience, NO money, NO contacts, and NO knowledge of what he was doing, can achieve more than he ever dreamed - by becoming a "student of what works".
John wrote his first book - Big Ideas... for Small Businesses as his blueprint for running a successful, ambitious, lifestyle business.
John's second book, Routine Machine shows you how to turn consistency into your superpower, and how simple daily habits and routines can GUARANTEE you success.
John is currently writing his third book "Evergreen Assets", which will be released in late 2021. 📚
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Displaying 1 - 5 of 5 reviews
December 10, 2023
To paraphrase the author, this burger isn't the one in the picture. Although in this case it's more like buying a gold mine then being handed a metal detector - it could get you the same end result, but not what you were looking at.
The book starts well by giving an example of a Christmas jingle that's repeatedly licensed as an evergreen asset, giving the impression its going to be taking about things like intellectual property. Too bad that isn't reflective of the rest of the book which is almost entirely about sales and marketing.
This resulted in a cognative dissonance when I tried to apply the later lessons to the self stated perfect example of an evergreen asset only to find that it didn't fit or wasn't applicable at all.
While it has some seemingly good advice, it gives the impression that it was a cobbled together collection of thoughts with a chapter about not relying on search engine optimization is swiftly followed by a chapter on search engine optimization.
I'd have liked to have seen concepts that make up "evergreen assets" better defined because right now it feels uncohesive to the point of me suspecting the author just made the term up as part of market testing.
The book starts well by giving an example of a Christmas jingle that's repeatedly licensed as an evergreen asset, giving the impression its going to be taking about things like intellectual property. Too bad that isn't reflective of the rest of the book which is almost entirely about sales and marketing.
This resulted in a cognative dissonance when I tried to apply the later lessons to the self stated perfect example of an evergreen asset only to find that it didn't fit or wasn't applicable at all.
While it has some seemingly good advice, it gives the impression that it was a cobbled together collection of thoughts with a chapter about not relying on search engine optimization is swiftly followed by a chapter on search engine optimization.
I'd have liked to have seen concepts that make up "evergreen assets" better defined because right now it feels uncohesive to the point of me suspecting the author just made the term up as part of market testing.
December 29, 2023
Keep it Simple (Stupid!)
I got this book on a whim. I'm quite familiar with the content, I've been in business for many years but I have to be honest, being reminded of things you already know, especially in a way that encourages action and keeps it simple is something I needed.
If you're new to business consider yourself very lucky, this book acts as a guide that will serve you well for years to come. If you're already in business I consider this to be an indispensable reference. By this book follow the options at the end of each chapter and refer back to it throughout the year to stay fresh. I found it so useful that before finishing the book I had already provided a personal recommendation to another business friend of mine. Now stop reading this review and add this book to cart already you're losing time!
I got this book on a whim. I'm quite familiar with the content, I've been in business for many years but I have to be honest, being reminded of things you already know, especially in a way that encourages action and keeps it simple is something I needed.
If you're new to business consider yourself very lucky, this book acts as a guide that will serve you well for years to come. If you're already in business I consider this to be an indispensable reference. By this book follow the options at the end of each chapter and refer back to it throughout the year to stay fresh. I found it so useful that before finishing the book I had already provided a personal recommendation to another business friend of mine. Now stop reading this review and add this book to cart already you're losing time!
January 25, 2022
So useful
I've ended up buying the paper copy as well as the kindle so that I can make notes (I like a 'real' book for that!) I've recommended to 5 different friends in business, and I am already seeing positive results from a couple of the suggestions I've put in place. Thanks John (and team).
I've ended up buying the paper copy as well as the kindle so that I can make notes (I like a 'real' book for that!) I've recommended to 5 different friends in business, and I am already seeing positive results from a couple of the suggestions I've put in place. Thanks John (and team).
December 6, 2024
This was recommended by my business book club. I wasn’t disappointed. It’s packed full of really good ideas and thoughts and explained in a humourly manner which I appreciated. My pet peeve is someone coming across as a know it all which John definitely doesn’t do so that’s a plus!
December 12, 2021
DISCLAIMER - This is not a completely unbiased review as I know John Lamerton, have read his previous books and am a member of his One Percent Club.
This is the first of John Lamerton's books that I have not given 5 stars to but the reasons are (a) I have had more 5 star reads than ever this year, because of all the other authors' books that I have read as a result from recommendations from his other books and the club and so have got much more selective in the books that I give 5 stars to (b) this book is not quite as relevant to my business as his other books as content marketing isn't as relevant to a business that works very closely with limited select clients as mine does rather than one that wants to "go viral" and have many happy subscribers.
Having said that, marketing is like the great unknown to an accountant like me and this really reveals some very valuable information on how to do it right. And the basic overall premise to "Find out what your customers want, give them what they want and make damn sure that they've got what they want" can be applied to any business. Also the idea of building assets that create income that is not related to the hours that you work each day is extremely appealing!
As with the other books, this one is written in a very open friendly style and feels almost like you are chatting to the author in the pub. It feels like nothing is being held back and that you are really being let in on some very valuable secrets. The book is set out in a very logical, easy to read, way with summaries of the main points of each chapter, a very concise summary of the whole book at the end and, in typical John Lamerton style, very easy to relate case studies and real world examples which make every idea easy to follow and understand and which often are also very amusing. That starts off straight away with an intriguing story about Slade's "Merry Christmas Everybody" and continues throughout.
It is a book to refer back to when you are ready to build the assets mentioned and I will be doing that, when I redesign our website, appear on a podcast or attempt to write an article or book. Maybe I could even aspire to get a mention in a future John Lamerton book as some of my fellow One Percenters have in this book! All are outside my comfort zone but this book and the others make them seem achievable by going one small step at a time.
I highly recommend all three of John Lamerton's books and his One Percent Club - they have been one of my highlights of 2021!
This is the first of John Lamerton's books that I have not given 5 stars to but the reasons are (a) I have had more 5 star reads than ever this year, because of all the other authors' books that I have read as a result from recommendations from his other books and the club and so have got much more selective in the books that I give 5 stars to (b) this book is not quite as relevant to my business as his other books as content marketing isn't as relevant to a business that works very closely with limited select clients as mine does rather than one that wants to "go viral" and have many happy subscribers.
Having said that, marketing is like the great unknown to an accountant like me and this really reveals some very valuable information on how to do it right. And the basic overall premise to "Find out what your customers want, give them what they want and make damn sure that they've got what they want" can be applied to any business. Also the idea of building assets that create income that is not related to the hours that you work each day is extremely appealing!
As with the other books, this one is written in a very open friendly style and feels almost like you are chatting to the author in the pub. It feels like nothing is being held back and that you are really being let in on some very valuable secrets. The book is set out in a very logical, easy to read, way with summaries of the main points of each chapter, a very concise summary of the whole book at the end and, in typical John Lamerton style, very easy to relate case studies and real world examples which make every idea easy to follow and understand and which often are also very amusing. That starts off straight away with an intriguing story about Slade's "Merry Christmas Everybody" and continues throughout.
It is a book to refer back to when you are ready to build the assets mentioned and I will be doing that, when I redesign our website, appear on a podcast or attempt to write an article or book. Maybe I could even aspire to get a mention in a future John Lamerton book as some of my fellow One Percenters have in this book! All are outside my comfort zone but this book and the others make them seem achievable by going one small step at a time.
I highly recommend all three of John Lamerton's books and his One Percent Club - they have been one of my highlights of 2021!
Displaying 1 - 5 of 5 reviews