Let’s say you just put the finishing touches on your first online course or group coaching program…
Your next step? Getting it out there to the dreamy clients who need your special brand of sumpin sumpin. But do you go the live launch route? Or use an evergreen model?
As a copywriter and email marketing strategist, I get asked this question all the time. I’ve created sales funnel sequences for both live launches and evergreen promotions. In the interest of full transparency, my preference definitely leans in the evergreen direction…
…But there are pros and cons to both and I want to share them so you can choose the best option for your particular offer, audience, and biz strategy.
The Live Launch Model Vs. The Evergreen Strategy
The #1 difference between the live launch and evergreen strategies is that live launches rely on scarcity to inspire action. The idea being that when your offer is only available for a limited time, your audience feels compelled to take action pronto. That’s why sales pages and email campaigns for live launches use countdown timers or promote fast-action bonuses and early-bird pricing.
It’s all about getting your audience to BUY NOW, ready or not.
The downside of the scarcity play? It can really piss people off.
For those of us who’ve been around the online biz block a few times, we know being marketed to is part of the deal when we click on a Facebook ad to download a freebie. In fact, if it’s someone we feel a particular connection to, we might actually want to be sold to on some level.
But for newbies to the online space, the marketing tactics some online biz owners employ can be a little (or a lot) off-putting. The key is to really understand your audience and have a sense of what their preferences are.
The other big difference between live and evergreen launches is that live launches tend to generate a larger amount of revenue in a short period of time, while an evergreen model produces a steadier stream of income.
The obvious reason for that is that making your program available just once or twice a year doesn’t lend itself to consistent cash flow. Of course, that may not be an issue for you if you’ve created multiple revenue streams in your business.
I’m a planner, so I try to create as much certainty for myself as possible. I like to have a consistent amount of work on my plate at all times and know (about) how much money I’m going to take in each month. That’s why I like the flow of an evergreen product launch.
But if you’re someone who prefers to be laser-focused with your time and energy for a shorter duration and likes the idea of an annual (or bi-annual) lump sum payout, a live launch is the way to go.
Both strategies are appealing for different reasons. At the end of the day, it’s a matter of what your ICA (ideal client avatar) responds positively to and how you want to run your business.