Why doesn’t repurposing your live launch content inside an evergreen funnel work?
For the last 10 years I’ve heard coaches who teach launching tell course creators that they can create an evergreen funnel simply by repurposing their live launch content into an evergreen funnel.
As someone who makes millions a year, who makes 100% of my revenue from evergreen courses – I can tell you that approach doesn’t work.
It never did.
Will you make a few sales in the beginning? Maybe. But, then your sales start to dip – and you’re left wondering if evergreen will ever work for you.
Evergreen is not the problem, but your evergreen strategy is.
Before we go any further, I want to explain just how different launching is from evergreen so you can begin to understand why repurposing your launch content into an evergreen funnel won’t work.
My name is Caitlin Bacher, CEO of Scale With Success®, and I’m on a mission to help course creators all over the world grow their business in a way that is profitable and scalable. I’m sharing revealing insights about what it really takes to scale an online course business to millions of dollars per year. Join me here to discover the tough decisions I’ve had to make, the biggest failures I’ve had to bounce back from, and the learnings that emerged every step of the way. I’m so grateful that I have the chance to tell you everything right here on Scale With Success®: The Podcast. Let’s get started.
Launching requires 2-3 months of intense list building and nurturing that leads up to what’s called an open cart.
Open cart is the period of time when you are allowing people to enroll in your course. It can last anywhere from 5-7 days. Then nobody can buy your course until your next launch, which is maybe 6 mos or a year later.
What many course creators find is that when their launch ends, so does ALL the momentum they worked so hard to generate. And it’s radio silence for your business until the launch cycle begins all over again.
This is a very high risk way of selling your course. Especially for course creators making less than $1m/year with a tiny team (or no team at all) and a non-existent ads budget.
If your course is generating LESS than $1m/year, the number one thing you need to focus on is generating consistent revenue so you can start to get some real traction in your business.
An evergreen model allows you to enroll new students into your programs on an ongoing basis, not just a couple times a year – which is great because it puts you in a position where you can grow over time.
There are lots of different evergreen strategies out there, but the one I’ve found that performs the best is called a Profitable Sales Engine™. I created it myself after years of tweaking, testing, making mistakes, bouncing back, trying again, and on and on.
It outperforms every evergreen strategy I’ve tried before – and it even outperforms my old launches. You can watch my free masterclass to learn more about it.
It is a lie that you have to get really good at launching before you create an evergreen funnel.
One has nothing to do with the other. Why? Because you’re not going to use any of your live launch content inside your evergreen funnel – so who cares if it worked live?
If you love launching and it works for you – great.
But, if what you really want to do is sell an evergreen course, then you need to skip the launch and go straight to evergreen.
A high-converting evergreen funnel is designed to get better with every passing month – not worse.
That’s because you’re able to collect data on what marketing messages are resonating with your audience and which need to be refined. You have more opportunities to practice and increase conversions.
Squeezing all your launch content into an evergreen funnel is akin to pedaling a tricycle down a busy freeway – it doesn’t work.
Here are a couple key differences between launch webinars and evergreen webinars.
1. Evergreen webinars are designed to convert in a very short time frame. Meaning, someone hears about you on a Monday morning, signs up for your webinar that afternoon, and then purchases your course. Launch webinars only convert your audience after months and months of nurturing them. So, even if you have a launch webinar that did AWESOME, the reason it worked is because you did LOADS of nurturing – meaning you did tons of heavy lifting to make it work. Evergreen webinars aren’t heavy and dull, they’re light and precise.
2. Evergreen webinars are crystal clear about your message. A confused evergreen webinar attendee never buys, so the same tactics that may work in a launch webinar to spike curiosity and maybe even a little mystery end up overwhelming your evergreen webinar attendee. Think about it, during a launch webinar you almost want to confuse people because that prompts them to ask questions that you can then answer directly on the webinar. It’s all part of the show. But, if people are watching your automated webinar and you’re using the launch tactic of deliberately confusing people – they have no one to ask. Evergreen attendees want clarity, not confusion.
These two differences are just the tip of the iceberg when it comes to webinar content and I haven’t even touched on anything related to landing pages or emails – but, as you can see, the content strategy inside a launch is completely different inside an evergreen funnel.
If you’ve tried evergreen before, using a broken strategy that was designed for a launch – I encourage you to try something new and sign up for my free masterclass today to learn exactly how to do it.
Appreciate you being here today and make sure to tune in next time for another episode of Scale With Success® The Podcast.
Are you sick and tired of launching and looking for a proven method to generate consistent revenue from your online course on autopilot?
Sign up for my free masterclass, “How To Generate Launch-Sized Revenue Without Launching” and I’ll show you how our clients are making MORE money in LESS time than they ever did while launching.
If making sales everyday in a way that is completely automated and doesn’t require paid advertising sounds good to you, then click the link around this episode and sign up for my free masterclass today.
Today’s episode is brought to you by Scale With Success® Accelerator — an online course designed to help you generate launch-sized revenue without lanching. If you want to learn MORE about our proven method for success, click here to watch my free masterclass. See you in there!
