In a recent weekly Q&A session, one of my clients asked which was the better approach for delivering courses or other digital content, the Launch method or the Evergreen method. This led to some great discussion on the topic of Launch vs Evergreen, with participants falling on both sides of the issue. The conversation got me thinking about creating, and delivering, a course on each of the two topics, and so began some in-depth research.

What follows is a summary of that information which may be of interest to anyone considering offering courses or otherwise delivering content online. When considering Launch vs Evergreen, we discover both are popular methods for delivering courses or digital content, each with unique strategies, advantages, and challenges. Therefore, in choosing Launch vs Evergreen, let us explore each method in some detail.

1. Launch vs Evergreen: The Launch Method

The Launch Method involves releasing a course or product to the market for a limited period. It typically follows a specific, timed marketing strategy designed to build excitement, create scarcity, and drive a surge of sales during the launch window.

Key Characteristics:
• Time-Bound Enrollment: Courses are open for enrollment only for a specific period, such as a few days or weeks. After the launch window closes, no new enrollments are accepted until the next launch.
• High-Energy Marketing: The launch is supported by a concentrated marketing effort, often including email campaigns, webinars, social media promotions, and collaborations with influencers or affiliates.
• Scarcity and Urgency: The limited availability of the course creates a sense of urgency among potential buyers, which can lead to a spike in sales.
• Cohort-Based Learning: Students often begin the course together, allowing for a sense of community and shared learning experience. This can include live coaching sessions, group activities, or weekly calls.

Benefits:
• Revenue Surge: A well-executed launch can result in a substantial influx of revenue over a short period.
• Increased Engagement: The cohort-based model often leads to higher engagement and completion rates, as students move through the content together and can support each other.
• Opportunity for Feedback: After each launch, you have the opportunity to collect feedback from participants and refine the course content, marketing, and delivery.
• Focused Effort: You can plan and execute marketing strategies around a specific timeframe, allowing for a concentrated burst of activity.

Challenges:
• Intensive Preparation: Launches require a significant amount of preparation and planning, from creating marketing materials to setting up sales funnels and coordinating with partners.
• Pressure and Stress: The time-bound nature of launches can be stressful and requires a lot of energy and resources.
• Income Fluctuation: Revenue is concentrated around launch periods, which can lead to inconsistent cash flow throughout the year.
• Limited Availability: Potential students who miss the enrollment window must wait until the next launch, which could mean lost opportunities.

2. Launch vs Evergreen: The Evergreen Method

The Evergreen Method involves offering a course or product continuously, allowing people to enroll at any time. This approach provides a constant opportunity for customers to purchase without any time constraints.

Key Characteristics:
• Open Enrollment: The course is always available for enrollment, allowing customers to join whenever they are ready.
• Automated Marketing: Marketing and sales funnels are typically automated, using tools like email sequences, webinars, and sales pages that run on autopilot.
• Self-Paced Learning: Courses are often designed to be self-paced, allowing participants to progress through the content at their convenience.
• Consistent Availability: The course is always available, so there is no urgency or scarcity driving enrollment.

Benefits:
• Steady Revenue Stream: Evergreen courses can provide a more predictable and steady stream of income throughout the year.
• Less Pressure: With an evergreen model, there is less pressure to execute a big launch perfectly. Marketing and sales are spread out over time, reducing stress.
• Scalability: Evergreen courses can scale more easily, as there is no need to prepare for a big launch. Marketing automation can handle a larger volume of students without additional effort.
• Flexible for Students: Students have the flexibility to start and complete the course at their own pace, which can attract a broader audience.

Challenges:
• Lower Engagement: Without the urgency and community dynamics of a launch, students may be less motivated to complete the course. This can lead to lower engagement and completion rates.
• Less Excitement: Evergreen models lack the excitement and buzz generated by a launch, which can impact the perception of the course's value.
• Ongoing Marketing Efforts: While automated, marketing needs to be continually optimized and refreshed to keep attracting new students.
• Requires Strong Sales Funnel: Successful evergreen courses often depend on having a well-crafted and optimized sales funnel to convert visitors into customers continuously.

Choosing Launch vs Evergreen

The decision between the Launch and Evergreen models depends on several factors, including your business goals, target audience, course content, and personal preference.
• Launch Model is ideal if you are looking to create a high-energy event, maximize immediate revenue, or foster a strong community among students.
• Evergreen Model is better suited for those seeking a steady income stream, a less intensive marketing approach, or flexibility for students.

Combining Both Methods

Many course creators and digital marketers do not distinguish launch vs evergreen but, rather, use a hybrid approach that combines elements of both methods. For example, they may use the launch method for a course initially to generate buzz and build a customer base, then switch to an evergreen model to maintain ongoing sales. Alternatively, they might have an evergreen course but use periodic promotions or "mini-launches" to boost sales and create bursts of excitement.

Launch vs Evergreen In The Aggregate

Both Launch and Evergreen methods have their advantages and drawbacks. The choice of Launch vs Evergreen largely depends on your objectives, the nature of your content, and your audience's preferences. By understanding the dynamics of both, you can make a more informed decision on which strategy aligns best with your goals. And, of course, when considering Launch vs Evergreen, we can always say, "Why not both!"

Follow-Up

• For more information or answers to your questions about Launch vs Evergreen, feel free to reach out to Steve at any time.

• Here is a post about Launch vs Evergreen from Kate McKibben at hellofunnels, titled: Why evergreen launches work just as well as live launches.

 

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