009: Live Launching Vs. Evergreen

online business online course podcast streams of income Dec 15, 2023

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Live Launch vs. Evergreen Launch: Which Strategy is Right for You?

If you've dipped your toes into the world of online courses, you've probably come across two buzzworthy terms: "live launch" and "evergreen launch." Today, we're going to break down these strategies, chat about their pros and cons, and help you figure out which one may be a better fit for your goals.

Live Launch and Evergreen Launch Unpacked

A live launch is a time-sensitive promotion with a clear start and end date. For example, you host a free 3-day challenge, and at the end of it, you open the doors to your course, but only for a limited time. Everyone who joins the challenge gets to experience it together and can only purchase during the live launch period.

An evergreen launch is a more relaxed approach. You still have your free event, like an hour-long webinar, and people can sign up at any time. The key difference is that they can also purchase your course at any time, not just during a specific launch period and there is no closing date.

Pros and Cons of a Live Launch vs. an Evergreen Launch

Live Launch

Pros:

Creates excitement and a sense of community
Urgency and the fear of missing out (FOMO) are built-in
Perfect for those who love structure and a defined timeline

Cons:

It’s a lot of work (no sugar-coating that)
Sales can be sporadic between launches
Less flexibility for potential buyers

Evergreen Launch

Pros:

Potential for steady income year-round
People can purchase at their own pace
Less real-time hustle

Cons:

Lacks the sense of urgency and community found in live launches (although there are ways to create urgency with the help of tech)
Can be a bit tech-heavy

The Best of Both Worlds

So, which one should you choose? The real magic happens when you blend both live and evergreen strategies! Here’s the deal:

A live launch is exciting, but can be exhausting. To keep sales going between live launches, an evergreen approach can help to keep the cash flowing.

A live launch provides valuable insights, so you can adjust your course based on participant feedback. This data can be used to refine your launch strategy for both future live launches and evergreen.

Here’s an example of the launch schedule I’ll be using in 2024:

Spring Live Launch: I’ll be preparing for a live launch in April, and will keep the evergreen funnel open until then.
Summer and Early Fall: I’ll keep the evergreen funnel active during these months.
Fall Live Launch: In October, I’ll host my second live launch.
Winter: I’ll continue with the evergreen strategy.

This is an example of what I do, but you’re free to choose what works best for you! This schedule gives me the potential to keep a steady cash flow, maintain excitement, and make the most of both strategies throughout the year.

When it comes to a live launch vs. an evergreen launch, the real winner is a combo of both. A live launch creates hype and community, while an evergreen launch keeps money flowing steadily. By using both methods, you can maximize your course’s success in the digital world. Stay tuned for more tips and tricks on this in our upcoming episodes!

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