Live or Evergreen Launch Models: Which One is Right for Your Online Course?

So, you've created an amazing online course and you're so excited to share it with the world. Great!

But how exactly should you launch it?

Choosing the right launch model for your online course can make a big difference in how you connect with your audience and achieve your goals.

In this article, we’ll break down the two main types of launch models—live and evergreen—so you can decide which one fits your needs best.

What is a Live Launch?

A live launch makes your course available for a limited time.

You open enrollment for a specific period, create a buzz around the course, and offer limited-time bonuses or discounts to encourage immediate enrollment.

The frequency of live launches is flexible—you can choose to launch once a quarter, every six months, or even just once a year, depending on your strategy.

To create excitement around the launch, you’ll typically accompany it with a pre-launch campaign where you build anticipation through teaser content, engage with your audience via social media and email marketing, and offer valuable free resources or training.

This campaign helps to generate buzz, increase interest, and ensure that your audience is ready and eager to enroll when the course opens.

If this approach wasn’t so effective, you wouldn’t see industry leaders like Marie Forleo, Amy Porterfield, and Stu McLaren choosing it for their own courses.

Pros of Live Launches:

• Creates Urgency and Scarcity: The limited-time offer creates a sense of urgency, leading to more impulsive purchases. It encourages potential customers to act quickly to avoid missing out, which can boost conversion rates and drive faster decisions.

• Strong Community Building: As everyone starts the course together, it creates a sense of togetherness. This shared experience helps build strong connections among participants, creating a supportive environment where members feel more engaged and motivated to succeed.

• Wider Audience Reach: The buzz from pre-launch activities helps attract more people, creating excitement and anticipation around your offer. This increased visibility can draw in a larger audience, potentially leading to higher engagement and greater overall interest in your product or service.

• Revenue Spikes: You can generate significant revenue in a short period, thanks to the focused marketing efforts and heightened urgency. This increase in sales can provide a strong financial boost and help you achieve quick returns on your investment.

Cons of Live Launches:

• Time-Consuming: Live launches can take up a lot of your time because they need a lot of careful planning and coordination. From setting up the event and promoting it to handling any technical issues that come up, it’s a big job that demands your constant attention and effort during the run of the launch.

• Limited Availability: The course is only available for purchase during specific windows of time. This means that if someone misses the chance to buy it, they’ll have to wait for the next opportunity, which can lead to missed sales and a sense of urgency for potential buyers.

What is an Evergreen Launch?

In this model, your course is available for enrollment year-round, allowing students to join whenever they're ready.

Instead of relying on a big, one-time push, you focus on consistent marketing and ongoing lead generation to attract new students over time.

With an evergreen model, you'll set up an automated funnel in advance. This funnel guides potential customers through a series of steps—from discovering your course via a freebie to making a purchase—without needing your constant attention.

Once the funnel is in place, it works on its own, steadily bringing in new enrollments and generating sales without the pressure of a fixed launch date.

Pros of Evergreen Launches:

• Less Manual Labor: With evergreen launches, you set everything up once, and then automation takes care of the rest. You handle the initial setup, and after that, automation manages content delivery, follow-ups, and more, so you can enjoy a more relaxed and hands-off approach.

• Regular Cash Flow: As your course is always available for purchase, you can generate a steady stream of income. This means you enjoy a continuous flow of sales and revenue without the need to wait for specific launch periods.

• Instant Access for Students: Students don’t have to wait for the course to open; they can sign up and start learning right away!

Cons of Evergreen Launches:

• Lack of Scarcity: Since the course is always available, there’s no rush for students to enroll right away. As a result, you might see fewer immediate sales compared to a time-limited launch.

• Regular Content Refresh: Because the course is always available, you’ll need to keep it updated regularly to ensure it stays current and valuable. This means you’ll need to put in some effort to make sure the content remains fresh and relevant over time.

• Requires Ongoing Marketing: To keep your evergreen course visible and attract new students, consistent promotion is essential. This requires regularly sharing updates, running ads, and engaging with your audience to ensure your course remains top-of-mind for potential learners.

When to Choose Each Model

Go Live If: You thrive on real-time interaction, want to create a buzz, or have a time-sensitive offer

and

Choose Evergreen If: You prefer a hands-off approach with ongoing opportunities, or need a scalable solution

Remember, the most important thing is to choose a launch model that aligns with your business goals, resources, and audience needs.

Whether you go live for the buzz and excitement or choose the ease of an evergreen approach, make sure it feels right for you and your audience.

The best model will not only make your launch smooth but also help you connect with your audience in a way that feels natural and effective.

And whether you’re gearing up for a live, evergreen, or any other type of launch, a well-designed funnel page is key to your success.

Click the button below to explore our range of funnel templates at my Kajabi Template Shop and find the perfect fit for your launch strategy.

Other blog posts you may like:

• The Crucial Step Most Course Creators Skip: How to Validate Your Course Idea
• Why Pre-Launching is Crucial for Your Online Course Success
• How to Effectively Do a Live Launch for Your Online Course
• How to Launch Online Course with an Evergreen Launch Model