Live Launching VS Evergeen: Which is best to sell your offer?

Speaker: 00:00:00

Hello.

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Welcome back to the

spacious scanning podcast.

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I am recording the first episode,

since I released the podcast last week.

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So it feels really exciting to be

recording . Knowing that the podcast

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is out there and I'm going to be

releasing this episode tomorrow and.

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Yeah, I dunno.

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It feels really cool.

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And I'm really excited that I've got

this out of this, or if you listened

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to the first episodes, if you sent me

a message of support, when I released

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the podcast, thank you so much.

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It does mean so much to me and.

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Yeah, I'm really excited that I have

this platform now to be speaking on

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and sharing, and it feels like a really

good way for me to be creating content.

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And I am also recording this some video

content to repurpose onto social media.

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It was like a bit of a.

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Mess around trying to get my light phone

camera to work and my external microphone.

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And I really wanted it to be

like recorded as one file.

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But.

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I'm using descript.

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I couldn't get it to work anyway.

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So I've worked something out for

now and we'll see how it goes.

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But as I said, I'm really excited about

the topic for today's episode, because

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I think it is something that is a.

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Common conversation when it comes

to selling selling courses and

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group offers in the online space.

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And that is the live launch

verse evergreen debate.

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Which is better than the other,

which options should you choose?

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Am I going to touch on it all today?

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So for a little bit of a summary on

what we're going to touch on in this

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episode, There were four main things.

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So I'll obviously touch on the difference

between the two approaches between live

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launching and selling on evergreen.

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I'm also going to speak into the main

reason why I think people want to

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go evergreen and then the mistakes.

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That people make when doing both

approaches, like either live launching or

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evergreen, and then some things for you

to consider before you take your offer

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evergreen, or if you are considering

using that model in your business.

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So let's dive into the first one

and I'm going to define both.

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Approaches, if you don't know.

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And just so you understand my context

of how I believe these two to work.

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Okay.

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So a live launching is where

you have a set timeline that

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you are selling your offer in.

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So you will have a date

that you open cart.

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People can start purchasing.

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And there'll be a day that you close cart.

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So no one can come in

and purchase that offer.

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After that certain date.

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And then you may look to be building

a wait list instead so that you

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are building a list of leads

for the next time you live once.

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When you live launch, I guess there

are two ways that you can then

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run the delivery of your offer.

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So also when I'm talking about

anything in this episode, I am.

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Doing it under the context of looking

at a program that is run with some live

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components in it, as opposed to like.

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No.

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Like a passive just get access to a few

models, but a lot will overlap anyway.

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So if you live launch,

you could then either.

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What I think is like the

most common approach is.

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Deliver your offer in a cohort based.

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Approach.

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So everyone who comes in and

purchases in that live launch.

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Is then in the same cohort running

through your course on the same timeline.

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So there might be a community

you're teaching components live,

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or they're getting access to

content on the same timeline.

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You can also do it where maybe if

you have a more longer term program

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where you have set live launches,

but everyone is in the same group.

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And so there could be people in that

group that came in six months ago and

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people that came in the offer today.

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It really depends on how

your offer is set up.

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And if it's set up to work.

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In that format or if everyone needs to be

on the same timeline for it to make sense.

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So that is live launching.

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And then evergreen is simply, the

opposite where you don't have a

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set open and closed cart date,

or I guess a set closed cart day.

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So people can come in and purchase

your offer at any time so they

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could purchase today or tomorrow.

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There's not really going

to be a big difference.

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And then when you look at the

delivery of your offer, It is more

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likely that everyone is running on

different timelines because anyone

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can come in at any point of time.

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It's not really going to make sense

if they then have to wait for a group.

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Like cohort to start at a later date.

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So they're probably going to be coming in.

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And if you run any live elements to

your course, then yeah, everyone's

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going to be on a different timeline.

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So a few pros and cons of each

approach, so some pros for live

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launching is you have the natural

urgency of a timeline built in.

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Obviously people know that you are

going to close off sales and they

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can't join after a certain day.

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So that does build a sense of urgency and.

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I think there is also a bit

of a conversation around

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is this ethical or not?

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Is it supportive of people's

decision-making processes?

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And I think.

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Having the urgency of a timeline can

be done in a way where it is ethical.

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And it does support people who maybe

have a longer decision-making process or.

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If you are someone who leans on the

knowledge of human design in your

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business, if you think about people

like reflectors who have a longer

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process meant to wait like a full

lunar cycle to make big decisions.

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Then there are certainly ways

that you can consider that

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in your live launch approach.

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Secondly, I think live launching

is really supportive of a

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cyclical approach to business.

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So if you are someone who likes to have

seasons where you can really step back

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and slow it down and not have to be.

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In the delivery of your offer or have

to be Yeah, putting a lot of output into

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your business, then having a live launch

model can be really supportive of that.

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Of course you don't want to like

completely slow your business down when

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you're not launching, because that will

impact the success of your launches.

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But I think.

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Yeah, this approach is

really supportive of that.

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Secondly, it is really supportive

of having cohort based offers

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if you run at your courses in a

way where everyone's on the same

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timeline, they start at the same point.

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You teach them through the concepts, et

cetera, and then you like, they close off.

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Obviously having a live launch

model that supports that.

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Live launching has really.

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It's also really a great way to have

large cash injections in your business.

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So if you are needing to, for some reason,

generate like a decent amount of cash

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in your business, then having a live

launch can be really supportive of that.

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And live launching allows you to

have a concentrated time where you

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can collect a solid amount of data

and then be able to shift your

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plan for the next launch based on.

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The data that you collected.

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So as opposed to evergreen,

which we'll get to because you

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don't have that Timeline urgency.

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You're probably going to see your

results spread out over time, where

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you can't really collect as much data

in one here as you can with a launch.

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And then for a few cons on

live launching it can require

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a decent amount of prep time.

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However, what I have found is that.

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If you create a system in your

business for live launching.

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The system itself is

like rinse and repeat.

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So even though you are launching a

different product, if you are launching.

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Like the same thing, multiple

times, it gets easier and less

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time intensive every time.

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As long as you have a system that you

are following and you have the things

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set up in your business to make sure

that you're not completely starting

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from scratch every single time.

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And then obviously..

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There is more energy output required in

terms of creating content and like warming

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your audience up to the live launch.

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But.

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I don't know.

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I feel like the conversation around

this compared to evergreen is a bit.

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Funny and we'll get to that when

we get to the evergreen section.

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But yeah, so there's a bit more prep and

output required in concentrated amounts

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of times when it comes to live launching.

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So I guess you can either see

that as a pro in that it supports.

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Different seasons and having a cyclical

based business or a con in the fact

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that it means that at some time,

You will be out putting a lot more.

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Okay.

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And then when we get to

evergreen, a few pros for having

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an evergreen model, firstly, is

that people can join at any time.

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So it supports people who have a

longer decision-making process.

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It also means that you have the

opportunity to create more consistent

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sales, rather than having like the

lull of non launch months where

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you're maybe not bringing in as much

income and you're just relying on.

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Payment plans being paid and any other

like recurring income that you have in

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your business, maybe from one-to-one

clients and those sorts of things.

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Some cons for evergreen is

usually the tech setup is a

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little bit more fiddly than.

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Live launching, like it requires a

little bit more work and a little bit

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more like finessing in the automations.

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Some other cons, it can take longer

to see results of your changes,

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unless you are getting a large amount

of traffic through your funnel.

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So this is because when you have a live

launch and you have a set timeline, you

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are more likely to see a large amount of.

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Like people come through in that.

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Amount of time compared to when

you're doing evergreen, because when

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you're selling on evergreen people

don't have that like FOMO sense and

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that like urgency from the timeline.

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And they know that they

could do this next week.

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They CA they know it could,

they could do it next month.

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There's nothing stopping them from.

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Doing this later, whereas with a

live launch, There is something

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stopping them because you are going

to close the cart at some times.

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So it just means that you're not as likely

to be getting as many numbers through,

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which means it's going to take a little

bit longer for you to see any results.

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From changing things within your funnel.

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So if something's not working

and you make a change.

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You're not gonna be able to see

the impact of that straightaway.

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And then if you're running a

program that is live and it has

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some like live components in it,

it means that you essentially need

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to be running that all the time.

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If you were selling it on evergreen,

because people are not wanting, not

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going to want to join your program.

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If they then have to wait.

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A month or two to actually get started.

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They're probably just going

to wait a month or two.

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To join and get started.

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And that might work for you, like having

a live program that is run all the time

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might not be something that bothers you.

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It might not be something that

concerned you, but yeah, just

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something to think about there.

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Okay.

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So that is a bit of an overview on

the two approaches and some yeah.

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Pros and cons to look out on each side.

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And now I want to go into the main reason

why I think people want to go evergreen,

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because I do see this come up a lot.

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And then I'm going to dive into the

mistakes that I see people make.

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For both options for live

launching and evergreen.

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.

Okay.

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So the main reason that I feel people.

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One to go, evergreen is that they have

tried to live launch before and they

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haven't seen the results they wanted and

they feel burnt out by live launching.

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And so there's almost

like this mindset that.

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One way or the other is going to work.

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And therefore if I've live launched before

and it made me feel really stressed.

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It was too much of an energy output.

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I got burnt out at the end and I

didn't even get the results that

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I wanted then therefore, evergreen

must be the solution to that.

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And I think there is like a massive

problem with thinking this way.

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And.

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I think like the problem is not

that live launching made you

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stressed out, it burned you out.

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The problem is.

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The way you approach live

launching is what burns you

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out is what stressed you out.

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And so it's not like the way of launching

that is the problem, but it's the way

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that you are launching is the problem.

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So I'm going to dive into a

few of the mistakes that I

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see people make when they are.

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Live launching and also

selling on evergreen.

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Okay.

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Full live, launching.

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Also, when you say a word.

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Too much.

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And then it like starts to lose.

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It's meaning to you and you like

question, am I pronouncing it right?

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Am I saying the right word?

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That is currently how I feel about

live launching and evergreen?

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Cause I feel like I've said it a thousand

times already in this episode, but.

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Anyway.

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Mistakes people make

when they live launch.

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This is a really big one.

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And that is that their

launch is too short.

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And we can look at this at every

step of the launching process.

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I think it comes up as a problem.

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So whether it be the time they give

themselves to prepare for their

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launch, it's not enough whether it's

the time that they give themselves

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to warm up their audience and.

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Get them to a point where people would

actually be ready to buy their offer.

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It's not enough.

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Or they opened the car.

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It's not long enough.

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And it could be that maybe just one

of these like phases of launching

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is too short or what I see a lot is

that every single phase is too short.

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Like people have an idea, they

think it's really fucking good and

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they want to launch it tomorrow.

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They opened up sales for a few days

cause they can't wait and they want

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to start the program next week.

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And then they just.

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End up resenting that launching

process and they don't get

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the results that they want.

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So I think that is a really big one.

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Having a solid launch process that

you follow every time you launch an

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offer is so important to see success

and to see the results that you want.

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And.

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If we are.

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Firstly, not even following a process,

but then not giving ourselves a time

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needed at every step of the way.

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It is like a sure-fire way to resent,

launching and not get the results

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that you want in your business.

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And the second mistake is

that they expecting really big

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results on the first launch.

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And I'm pretty sure I spoke about this in

one of the initial podcast episodes that

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I put out is that we can compare ourselves

to how other people are experiencing

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their business success online.

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And.

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Yeah, the impact of that,

but I think when we.

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Expect to be able to launch something

for the first time and to be able to get

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like really incredible, like high return.

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Results on out like time and energy

that we put into that launch.

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I think that is a huge mistake.

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And I am a strong believer that the

more you launch something, the more

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you can refine your process, your

sales process, your messaging, all

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of the things that are required to

actually get results from a launch.

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And whilst yes.

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You can most definitely get big results

from the first time you launch, you can

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most definitely hit your launch goals.

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The first time you launch.

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I think if we don't and we are

expecting that, and then we don't

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take the action, the next steps

from there to refine that process.

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Then that is a problem.

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And this is why I am a really big fan

of having a signature offer in your

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business that you can repeatedly launch.

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And you are repeatedly selling.

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Because this gives you the opportunity.

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To refine those processes over and

over, and to make sure that, when

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things in the industry change, we can

give ourselves time to change that

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in our sales and marketing process.

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Those are two key mistakes

when live launching.

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And then I have three mistakes

for I think three or four mistakes

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for when selling on evergreen.

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The first is that we are going

straight from live launching

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to evergreen without testing.

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Our marketing, our sales, our

delivery, all of those things.

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And.

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Yeah, my opinion is if you want to sell

something on evergreen, you should live

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launch it like two to three times first,

rather than going straight to evergreen.

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And I think this is really important

because one of the things that

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I said about live launching is

that it is a condensed amount of

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time, which means that you can.

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Get a better gauge on what's

working and what's not working.

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You can see a lot more data

to understand what you might

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need to tweak in the next time.

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Whereas if you go straight to evergreen,

It's like you have a slow trickle of

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people coming through that funnel.

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You're not going to understand

what's working, what's not working.

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You're not going to have a clear

understanding of conversion rates and

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those sorts of things that you need

to know in order to optimize a funnel.

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And so it's going to take a lot longer for

you to collect all the data that you need.

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To then be able to make the adjustments

that you need to make to actually get

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success from your evergreen funnel.

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Okay.

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The second one is not understanding

the numbers required to

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hit their evergreen goals.

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And this is related to the first

thing that I said, and the fact

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that, because you don't have that

urgency of time, you are going to

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have a slow, a number of people.

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Trickle through your funnel.

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As opposed to, if you're alive launching,

that's like generally how things work.

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: 00:16:23

And so you might not completely understand

exactly how many people you need to

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: 00:16:27

get into your funnel and new people

that you need to get onto your list.

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: 00:16:30

And those sorts of things.

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To actually be converting at the

numbers that you need to convert at.

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And if you don't know.

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What number is that you need to be

hitting to hit your goals on evergreen

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or when you're live launching, then.

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: 00:16:44

Send me a DM on Instagram right now.

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: 00:16:47

I have a free resource for you that is

going to show you all of those numbers.

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: 00:16:50

So you can message me right now while

you're still listening to this episode.

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: 00:16:54

And then the third mistake for evergreen

is that people think that it's set

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and forget, and they completely

underestimate the work required for that

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funnel to continuously be working and

bringing in results to their business.

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: 00:17:07

Yeah.

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: 00:17:07

I say you can't just create this offer,

create the funnel, put it in your

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: 00:17:12

Instagram bio, put it on your website

and then forget about it and expect

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for it to be getting you results.

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: 00:17:18

Like you need to make sure

that you are driving people to.

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: 00:17:21

You're top of funnel, getting them onto

your list, getting them to the place where

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your automations are going to take over

and take them through your sales process.

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: 00:17:29

You need to obviously make

sure that you've got content.

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: 00:17:31

That's always driving people

to that top of funnel.

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: 00:17:34

And also you need to be reviewing the

data like regularly and making tweaks

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: 00:17:39

based on that so that you can continue

to see results from your funnel.

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: 00:17:43

So those are the main mistakes that

I see people make when they are.

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Either selling their offer

live during live launches or if

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they are selling on evergreen.

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: 00:17:53

And so I wanted to wrap up this episode

and give you a few things to consider.

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: 00:17:57

If you are wanting to set up your

offer on an evergreen funnel.

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: 00:18:03

So the first thing is to definitely

live launch your offer two to

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: 00:18:07

three times before you take it.

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: 00:18:10

Evergreen.

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: 00:18:11

And I would also say here, like

two to three times where you feel

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: 00:18:14

like you are getting good results,

you feel like you're hitting.

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: 00:18:17

And your launch goals or.

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: 00:18:19

Yeah, you're getting a really solid,

like conversion rate on things.

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: 00:18:22

And like I said, if you have questions

on what those rates should be or what you

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: 00:18:26

should be aiming for, shoot me a message.

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: 00:18:28

I would love to share

this resource with you.

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: 00:18:31

But yeah, I would make sure that

you have launched it a few times.

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: 00:18:34

You've really refined your

messaging and you have.

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: 00:18:37

Nao do a, like a delivery process and

like everything involved with getting

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: 00:18:42

someone to purchase and what happens

after they purchase and making sure

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: 00:18:46

that you have this system set up to

track all of that data as well, because

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: 00:18:50

it could be that you have launched

the offer a few times already, but

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: 00:18:53

you didn't have like things set up to

track how well things are converting.

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: 00:18:57

You don't have access to that data.

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: 00:18:59

And if that is where you're at

right now, then I would recommend

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: 00:19:01

launching it a few more times.

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: 00:19:03

Just so that you have a bit of

a baseline on how things are

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: 00:19:06

converting when you live launch.

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: 00:19:08

That is going to be so helpful when you

are setting up your evergreen funnels.

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: 00:19:12

The next thing to consider, if you

are wanting to sell on evergreen is I

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: 00:19:15

would still build in periods of a live

launch where you were hyping your offer.

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: 00:19:20

Maybe you have a promo and it could

be that you live launch on the

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: 00:19:25

front end, like a couple of times.

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: 00:19:26

And then between your live launches.

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: 00:19:29

You have funnel set up and you are

only driving people to like that

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: 00:19:33

middle of funnel section that is opting

them into a relevant lead magnet.

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: 00:19:38

That's then going to put

them in a sale sequence.

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: 00:19:41

I actually have a few clients

that operate this way.

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: 00:19:43

For both a membership and a group offer.

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: 00:19:46

Technically anyone can join.

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: 00:19:47

At any point in time, it

is set up on evergreen.

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: 00:19:50

But she publicly live launches

three to four times a year.

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: 00:19:54

So she'll run like a conversion event.

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: 00:19:57

Have a set open and closed cart date

off the back of that conversion event.

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: 00:20:02

But then between those launches,

there is a evergreen funnel set

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: 00:20:06

up where people can opt into a.

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: 00:20:10

Like short video training series and then

off the back of that, they are given a.

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: 00:20:15

Limited time option to

join the membership.

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: 00:20:18

So it is still running in the background.

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: 00:20:20

Anyone can join at any time.

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: 00:20:22

But then we are still using

those live launch periods

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: 00:20:25

to create a little bit more.

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: 00:20:27

Revenue and get a few more people in

the doors and still those live launches.

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: 00:20:32

I.

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: 00:20:32

What is creating the most sales

for her and the most revenue

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: 00:20:35

when it comes to that offer.

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: 00:20:37

But obviously having it available

in evergreen means that we are

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: 00:20:41

not completely losing sales in

the middle of those live launches.

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: 00:20:45

And then my last tip would be

to your really invest your time

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: 00:20:50

and resources and energy in.

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: 00:20:52

The set up of your evergreen funnel.

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: 00:20:55

So like I said, you want to make sure

that you have the right system set up to

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: 00:21:00

your track, like conversions and data.

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: 00:21:03

And you'd want to be setting up systems

to track like a lead so that you can do

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: 00:21:07

some personalized outreach that you can

look them up, making sure the right type

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: 00:21:11

of people are coming through the funnel,

your ideal client, like you're nailing

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: 00:21:14

the marketing and messaging, et cetera.

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: 00:21:17

And also in the systems that are

delivering your offer and your

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: 00:21:20

sales sequence and those sorts

of things, because if you have

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: 00:21:23

yeah.

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: 00:21:23

If you have stuck together a few random

systems and made it work, but it's not

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: 00:21:27

ideal that can have a really shitty

impact on how your funnel performs.

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: 00:21:32

And I think it's really important if

you're setting up an evergreen funnel,

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: 00:21:36

particularly for something that you want

to be a core, like revenue maker in your

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: 00:21:40

business way, then we need to make sure

that we have like the systems and the

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: 00:21:44

automation and the processes set up in

the back end to support that process.

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: 00:21:49

And.

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: 00:21:50

Yeah.

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: 00:21:51

Yeah, that is just really important.

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: 00:21:53

And my final thing here is that my

final tip, if you're wanting to go

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: 00:21:57

evergreen is to have the mindset that

it still needs constant, like work and

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: 00:22:03

attention from you just in a different

way than what a live launch would.

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: 00:22:08

So you want to make sure that

you're checking in with the data.

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: 00:22:11

You're making sure that your like leads.

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: 00:22:13

I've been nurtured through the process

and yeah, it's not going to be set

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: 00:22:18

and forget if you have the mindset.

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: 00:22:20

That evergreen is set and forget.

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: 00:22:22

Then I strongly encourage you to.

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: 00:22:25

Rethink that.

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: 00:22:27

Yeah.

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: 00:22:27

Okay.

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: 00:22:27

So that is a summary on live

launching versus evergreen.

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: 00:22:31

I hope you found this episode.

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: 00:22:33

Helpful.

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: 00:22:34

If you are considering.

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: 00:22:36

Going evergreen or disappear or someone

who's currently live launching that you

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: 00:22:39

got something out of that and, yeah,

I'll see you in next week's episode.