HSH 068: Evergreen vs. Live Launches - Which is Better?
Today I’m talking all about evergreen and live launches, and looking at how you can determine which one is right for your business. I’m sharing the pros and cons of each; so if you’ve got a product, program of service that you’re looking to get out into the world (but aren’t sure how), you’ll want to tune in to this episode!
A live launch happens when you have a limited window of time that you’re pushing your product out for, in which people have to act on to enroll, save a certain amount of money or get a bonus. For example, in February of this year I did a 5-day challenge followed by a program that was only open for enrollment for 7 days.
For evergreen products, enrollment is always open, like with my Facebook Ads program.
I always suggest that you start with a live launch first, because evergreen launches convert at a lower rate and you really need to make sure that it’s something people will actually buy before turning it evergreen and offering it for sale all of the time.
Here are the pros and cons of each, to help you decide which one is right for you:
Live Launches (Pros)
Live launches will bring in a large influx of cash, all at one time. As well, they make it a lot easier for people to take action due to the urgency you have created with the deadline (it’s important to note though that you’re not forcing people to buy, but rather to make a decision). Live launches are also “one and done”, but they give you content to re-use and data for future reference so that you can maximize your results on future launches.
Live Launches (Cons)
Big launches take a big budget, as you’ll only have a limited amount of time to attract a lot of people to your content. They also require a lot of planning, usually 8-12 weeks to come up with the content, write ads, your sales page, etc. You have to remember than when doing a live launch, you won’t have a stable income and this uncertainty can be stressful for a lot of people.
Evergreen Launches (Pros)
Evergreen launches will create more stability, and because you’re pitching to prospective customers every single day, you should get regular sales. By creating passive income you are automating a huge piece of your business, as pitching and sales are the lifeblood of your business! As well, you’re also always building your list (in our last launch we generated thousands of leads in just a couple of weeks)! These leads are people that can be marketed to during your next promotion.
Evergreen Launches (Cons)
It’s just a fact that evergreen launches will get lower conversions (usually only 2-3%, or half of what a live launch usually converts at). There is software available that will allow you to put deadlines inside of a funnel to increase conversions, but this also introduces additional considerations.
Like I’ve said, you can look at the numbers all that you want, but ultimately you have to consider what makes you happy. Whether you’re launching or doing an evergreen funnel, the big thing is you’re putting your product out there and telling people to buy now! Regardless of the strategy you decide to use, we all have to get comfortable and confident with pitching what we’re selling to potential buyers.