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

In this episode, Tina Tower dives into the pros and cons of
evergreen vs. live launched courses for online business owners.
She shares her personal experience, industry benchmarks, and tips
for choosing the best strategy for your course business—along
with ideas for hybrid approaches that blend the best of both
worlds.
Key Topics Covered:


What is Evergreen vs. Live Launch?

Evergreen programs are always available and rely on
automated marketing, with the goal of creating consistent,
scalable revenue.

Live launches are time-bound events with open/close cart
periods, featuring high-energy events like webinars or
challenges that drive urgency.




Pros & Cons of Live Launches


Pros:

Electric, high-energy atmosphere that boosts
conversion.

Easier to create urgency (FOMO) and momentum.

Great for building community and getting real-time
feedback.

Higher conversion rates (e.g., 30% for webinars).

Ideal for validating new offers.




Cons:

Time-consuming and emotionally intense.

Peaks and valleys in revenue can make forecasting
critical.

Risk of burnout if launching too often.

Requires constant creativity to keep launches fresh.






Pros & Cons of Evergreen


Pros:

Potential for more freedom and consistent, scalable
income.

Better suited for those who prefer steady,
predictable workflows.

Excellent for content marketing, SEO, and paid ads.

Great once offers are validated and funnels are
optimized.




Cons:

Lower urgency and typically lower conversion rates
(often 3–5%).

Heavier upfront tech setup and ongoing optimization
required.

Can feel less connected to your audience without live
interaction.

Trickier to know exactly where conversions are
stalling.






Tips & Recommendations

Start with live launches to validate offers and really
get to know your audience.

Move into evergreen after getting a proven program and
well-optimized funnel.

Consider a hybrid approach: run evergreen all year but
add 1–2 live launches or live webinars annually to infuse
energy and boost conversions.

Know yourself: If you thrive on energy and creativity,
live launching may suit you. If you want more consistent,
mathematical growth, evergreen could be your path.




Tina's Experience & Advice

Tina personally prefers a combination—live launches for
excitement, validation, and community; evergreen for ongoing
sales and freedom.

She highlights the importance of revenue forecasting,
creative launches, and making sure your system fits your
personality and business goals.

Encourages early-stage entrepreneurs to embrace frequent
live launches for faster growth and refinement.




Common Mistakes to Avoid

Relying purely on “build it and they will come” for
evergreens—marketing is still 80% of the work.

Going evergreen before your offer is validated with real
students.





You don’t have to choose just one strategy—curate the combination
of live launches and evergreen funnels that aligns with your
goals, capacity, and personality for sustainable course business
growth.


 


Where to find Tina:


Her Empire Builder: https://www.herempirebuilder.com/


Instagram: https://www.instagram.com/tina_tower/


YouTube: https://www.youtube.com/@herempirebuilder


 


Resources Mentioned:


Platforms for automating evergreen funnels (Deadline Funnel)

Advertising channels: Google, Facebook, Instagram, LinkedIn,
YouTube