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Where do you sit on the live launch vs evergreen model argument? Maybe you are already leaning more one way than the other or maybe you really don’t have an idea. No matter what your thoughts are right now I’m here to help you work out whether you should use a live launch or evergreen model to sell your service or product? Making the choice can be difficult but I’m going to walk you through the advantages and disadvantages of both approaches, as well as sharing some key things you need to consider when making the decision. Keep on reading to find out how to decide whether to use a live launch or evergreen model.
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Live Launch vs Evergreen model: What is the difference?
When it comes to selling a service or product you essentially have two options you can make it so that is always available to buy or you can limit it so that it can only be bought at certain times of the year.
Evergreen – If your product or service is available to buy all year round then it is classed as evergreen.
Live Launch – This is one way of selling products or services that are available for a limited amount of time. Not every product or service that is available for a limited amount of time will be sold via a live launch, however, it is a very popular strategy used by online businesses. A live launch usually involves the shopping cart being open for a limited amount of time (anywhere from 3 – 14 days) and often there will be a big marketing campaign leading up to the cart opening.
LIVE LAUNCH VS EVERGREEN MODEL: HOW TO DECIDE WHAT IS BEST TO USE
Now that we are clear on the differences between a live launch and an evergreen model it is time to work out what is best for you to use. It is important at this moment in time to say when you are making these decisions you should be making it on a product or service level. You might offer numerous products or services within your business. Don’t feel as if you have to take the same selling approach for all. It is absolutely ok to use a mixture of live launches and evergreen sales within your business.
Advantages of using an evergreen model
Opportunity to consistently make sales
When you use an evergreen model, you are always open for sales. This means that you can consistently be making sales and this can result in a steady income stream whereas a launch model results in peaks and troughs.
Opportunity to experiment with your marketing
One of the biggest advantages of using an evergreen model is that you can experiment with your marketing. When something is always available you have the flexibility to try something out and see how it performs. When you are using an evergreen model one bad week of sales isn’t the end of the world, but experimenting when you use a launch model could be highly detrimental.
Allows you to use evergreen content to drive sales
When you have an evergreen product or service you can make evergreen content. Evergreen content is content that isn’t timely and will be as valuable for a reader today as it will be in a year’s time. Being able to make evergreen content means that over time you can be building up a considerable volume of content (blogs, podcast episodes, YouTube videos, whitepapers, ebooks etc) that are all directing people to buy your product or service. This is especially powerful when the content is created with search in mind and people are finding your content 24/7 without you having to do anything (or pay anything).
Further Reading: Why you need to create evergreen content to market your business.
Disadvantages of using an evergreen model
No time pressure to make someone purchase
One of the major disadvantages of using an evergreen model is that there is no real reason for someone to buy today instead of next week. When a potential buyer knows that something is always available there isn’t a reason for them to make a decision today. This can result in them spending more time thinking about making a purchase, as well as them deciding to come back and then forgetting altogether.
Advantages of using a live launch
Opportunity to make a considerable amount of sales in a short period of time
One of the major advantages of using a launch method is that you can make a lot of money in a very short period of time. You’ve probably come across all the stories of people making tens of thousands, hundreds of thousands and even millions through their launches. When done correctly a launch has the ability to generate large amounts of revenue.
Allows you to have periods of time where you don’t have to focus on selling
Another advantage of using a launch method is that it focuses your sales activities to certain periods of the year. This means that outside of your launches there are periods when your content doesn’t have to be focused on selling and there might even be times when you don’t have to think about selling.
Disadvantages of using a live launch
Launches can be highly pressurised experiences
There is so much riding on launches that they can become highly pressurised experienced. If 50% of your annual income is meant to come in via a launch then the pressure is on to make sure that it goes smoothly. The pressure can increase even more if your live launch involves you being live. Maybe you are delivering a challenge, webinar or masterclass live. This can be very stressful when you know how much is riding on it going well.
Take a lot of planning
Given the short period of time and stakes placed on a launch to ensure they go well there needs to be a lot of planning. Whilst on the outside a launch might last a week or two in many cases the business has spent months planning and creating assets in advance. All of your marketing has to work seamlessly together and due to the short period of time, the likelihood is that most of that will need to be created in advance.
NEED HELP WITH YOUR LAUNCH PLAN?
If the thought of creating a marketing plan for your launch is stressing you out, then I’m here to help. I love planning and specialise in creating marketing plans that one person (you or a VA) can deliver.
In just one day I’ll work by your side to get clear on the goal for your launch and then create a plan so you know exactly what needs to happen (and when) across web, email, social and content.
To book, or find out more about, a Strategy Day click here.
You’ll miss out on some sales
When you lose a launch method there will be times in the year when a potential buyer is on your website and wants to buy from you and can’t. If you are using a launch method, then you’ll likely have a waitlist that they can sign up so they can hear when they can next buy. However, some people don’t want to wait. They want help right now and if they can’t buy from you they’ll go and find something else to help them out.
Live Launch vs Evergreen Model: Which one is better?
As you can see there are advantages and disadvantages to both approaches. In order to make a choose about what is best you’ll need to consider:
- Your ideal client or customer – Is your client or customer going to respond well to an added sense of urgency or not?
- Your preferred working style – Are you someone who is great at planning and likes the thought of planning a whole launch out or does that sound like hell? Are you someone who thrives off pressure rather than doing the same thing day in and day out?
- The service or product – Are you selling a service that you personally have to deliver and if 100 people signed up tomorrow you’d struggle? This is very different to if you are selling a membership that takes the same amount of work from you whether 1 or 1,000 sign up.
There you have it! You’ve now seen both sides of the Live Launches vs Evergreen Model argument and should be ready to make a decision about what is best for you.
Just because you make a decision now doesn’t mean you can’t change it. I’ve seen memberships sites go from evergreen to live launch and I’ve seen courses that launched once a year move to launching three times a year. However, you need to make a decision now about what approach you want to use for the foreseeable.
In the comments, I would love to know whether you decided to use a live launch or evergreen model.
NEED HELP CREATING A MARKETING PLAN FOR YOUR SERVICE OR DIGITAL PRODUCT?
Whether you decide to take the live launch or the evergreen model approach you’ll need a marketing plan to ensure you maximise the impact of your launch or are consistently marketing your evergreen service or product.
I specialise in creating marketing plans across web, email, social and content marketing that can easily be delivered by one person (yourself or a VA). And I make that plan in just one day so you can get moving quickly and start selling.
To find out more, or book a Strategy Day, click here.
Want to work with more over a longer period of time? Drop me a message here to discuss other options.
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