285: Should you have an evergreen or live launched course?

Evergreen vs. Live Launch: Which Course Strategy is Right for You?

If you’re stepping into the world of online courses, one question is bound to come up: should you go for an evergreen model, where your course is always available, or opt for the high-energy approach of live launching? In Episode 285 of the Her Empire Builder Show, Tina Tower dives deep into the pros and cons of each, sharing her own experiences and wisdom from years of leading successful course launches.

Below, we’ll break down the main points to help you decide which strategy could work best for you.

What’s the Difference?

Evergreen:
An evergreen program simply means your course is always available. The magic happens in the background: automated funnels, ongoing marketing, and students can join anytime. This offers more freedom and consistency, as you’re building sustainable, regular revenue.

Live Launch:
Live launches are like hosting a big online event. Doors open briefly, you might run a challenge or a webinar, and there’s a flurry of excitement. Then, the doors close again — adding urgency for people to make their decision.

Pros and Cons According to Tina Tower

Live Launching Pros

• Electric Energy: There’s great excitement and community spirit when everyone’s participating together.
• Built-in Urgency: FOMO is real! The fact that your course isn’t always open makes people act quickly.
• Higher Conversion Rates: Tina sees far higher conversion rates with live launches (think 30% on a live webinar vs. 3–5% for evergreen).
• Great for Validating Offers: Especially when you’re new, live launching lets you connect with people, answer questions, and get feedback in real time.

Live Launching Cons

• Time-Consuming: Tina's launches involve months of prepping for a short window of selling.
• Emotionally Intense: The pressure can be real—she admits feeling like a “basket case” before every launch.
• Revenue Rollercoaster: Big peaks during launch, but potential valleys in between.
• Potential for Burnout: Launching too frequently with little downtime isn’t sustainable for everyone.

Evergreen Pros

• Consistency: Once systems are dialed in, you’ve got recurring sales and revenue happening while you focus on delivery.
• Freedom: No pressure to “perform” live on a regular basis and much more control over your calendar.
• Scalability: Great for scaling once your offer is validated. You can increase volume with paid ads and content marketing.
• Ideal for SEO and Content Strategy: Always selling means your marketing can stay in flow.

Evergreen Cons

• Slower Results: It takes time to tweak the tech and messaging for a funnel that works well.
• Lower Urgency: Potential students know they can join anytime, which leads to lower conversion rates.
• Technical Complexity: More moving parts with automation, testing, and tech integration.
• Less Personal Connection: Tina finds it easy to lose touch with her audience if she’s only running evergreen funnels.

How to Decide What’s Best for You

Ask yourself:

• Do you thrive on the excitement and community of live events, or do you crave consistency and automation?
• Is your offer validated? If not, a live launch is a powerful way to refine it with real feedback.
• Do you have a well-engaged audience or a robust traffic strategy in place? Live launches are more forgiving if you’re still building your list.
• Are you looking for fast results (go live) or willing to play the long game (try evergreen)?

The Best of Both Worlds

Tina recommends a hybrid approach for most course creators:
Run a few live launches a year (for buzz, feedback, and those high conversion rates), and keep a well-oiled evergreen funnel ticking over in the background for consistent, set-it-and-forget-it sales. This blend gives you financial stability and the chance to stay truly connected with your audience.

Final Takeaway:
There’s no single right way—only what works best for you, your lifestyle, and your goals. Start with what energizes you and fits your business stage, and iterate as you grow!

Want more practical insights? Listen to the full episode of the Her Empire Builder Show for Tina’s detailed breakdown, real-world examples, and actionable tips.

Resources Mentioned:

• Platforms for automating evergreen funnels (Deadline Funnel)
• Advertising channels: Google, Facebook, Instagram, LinkedIn, YouTube