285: Should you have an evergreen or live launched course?

In this episode, Tina Tower dives into the pros and cons of evergreen vs. live launched courses for online business owners. She shares her personal experience, industry benchmarks, and tips for choosing the best strategy for your course business—along with ideas for hybrid approaches that blend the best of both worlds.

Key Topics Covered:

• What is Evergreen vs. Live Launch?
  • Evergreen programs are always available and rely on automated marketing, with the goal of creating consistent, scalable revenue.
  • Live launches are time-bound events with open/close cart periods, featuring high-energy events like webinars or challenges that drive urgency.
• Pros & Cons of Live Launches
  • Pros:
    • Electric, high-energy atmosphere that boosts conversion.
    • Easier to create urgency (FOMO) and momentum.
    • Great for building community and getting real-time feedback.
    • Higher conversion rates (e.g., 30% for webinars).
    • Ideal for validating new offers.
  • Cons:
    • Time-consuming and emotionally intense.
    • Peaks and valleys in revenue can make forecasting critical.
    • Risk of burnout if launching too often.
    • Requires constant creativity to keep launches fresh.
• Pros & Cons of Evergreen
  • Pros:
    • Potential for more freedom and consistent, scalable income.
    • Better suited for those who prefer steady, predictable workflows.
    • Excellent for content marketing, SEO, and paid ads.
    • Great once offers are validated and funnels are optimized.
  • Cons:
    • Lower urgency and typically lower conversion rates (often 3–5%).
    • Heavier upfront tech setup and ongoing optimization required.
    • Can feel less connected to your audience without live interaction.
    • Trickier to know exactly where conversions are stalling.
• Tips & Recommendations
  • Start with live launches to validate offers and really get to know your audience.
  • Move into evergreen after getting a proven program and well-optimized funnel.
  • Consider a hybrid approach: run evergreen all year but add 1–2 live launches or live webinars annually to infuse energy and boost conversions.
  • Know yourself: If you thrive on energy and creativity, live launching may suit you. If you want more consistent, mathematical growth, evergreen could be your path.
• Tina's Experience & Advice
  • Tina personally prefers a combination—live launches for excitement, validation, and community; evergreen for ongoing sales and freedom.
  • She highlights the importance of revenue forecasting, creative launches, and making sure your system fits your personality and business goals.
  • Encourages early-stage entrepreneurs to embrace frequent live launches for faster growth and refinement.
• Common Mistakes to Avoid
  • Relying purely on “build it and they will come” for evergreens—marketing is still 80% of the work.
  • Going evergreen before your offer is validated with real students.

You don’t have to choose just one strategy—curate the combination of live launches and evergreen funnels that aligns with your goals, capacity, and personality for sustainable course business growth.

 

Where to find Tina:

Her Empire Builder: https://www.herempirebuilder.com/

Instagram: https://www.instagram.com/tina_tower/

YouTube: https://www.youtube.com/@herempirebuilder

 

Resources Mentioned:

• Platforms for automating evergreen funnels (Deadline Funnel)
• Advertising channels: Google, Facebook, Instagram, LinkedIn, YouTube