Do you ever feel like launching your course is just… exhausting?
Like no matter how many times you try to get yourself hyped up for it, the thought of building months of anticipation for just a few days of sales feels like running a marathon only to cross the finish line and collapse?
If you’ve ever wondered, “Do I really have to keep launching in order to make my business work?” – I have good news for you.
The answer is no.
Today, I’m going to share why you should skip the launch entirely and go straight to evergreen.
Not only will this save you time, energy, and sanity… but it will also give you something that launching will never give you: consistent, predictable, growing revenue that builds over time.
I’ll be walking you through:
- Why repurposing your live launch content into an evergreen funnel doesn’t work
- How evergreen gets you better data so you can improve faster
- And why you need to focus on consistent revenue before taking on high-risk sales activities like launching
And yes, I’m speaking from experience here.
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.
When I first decided to stop launching, I made the same mistake so many course creators do.
I thought I could just take my live launch content, plop it into an automated funnel, and boom – instant evergreen success.
That’s what all the launch coaches were telling me to do at the time. “You’ve already created the content,” they said. “Just repurpose it and make it evergreen.”
So that’s exactly what I did.
And it failed.
I’m talking barely-a-trickle-of-sales kind of fail.
It wasn’t until I threw my live launch content out the window completely and built an evergreen webinar funnel from scratch that I finally started getting traction.
And here’s the best part – evergreen gave me way more data than launching ever could.
When something wasn’t working, I didn’t have to wait months to test a change. I could tweak something, run it, and get results that same week. And because I was making those small, consistent improvements, my funnel kept performing better and better with every passing month.
Evergreen helped me generate the consistent revenue I needed when I needed it most. That stability built over time and eventually led to my first million-dollar year.
And let me be clear: That never would’ve happened if I had kept launching.
Reason #1: You Can’t Just Repurpose Your Live Launch Content
Let’s start here, because this is the trap so many course creators fall into.
You can’t just take your launch webinar recording and expect it to work as an evergreen webinar.
Why? Because live webinars and evergreen webinars are built for completely different sales cycles.
In a launch, your live webinar is like the final mile in a marathon that your audience has been running for months. You’ve been warming them up with weeks – sometimes months – of content, emails, and more. By the time they show up to that live webinar, they’re primed and ready to buy. Because the sales cycle is so long, the live webinar doesn’t have to be that great in order to convert – which is why when you put that recording into an automated funnel, it falls flat.
But evergreen? That’s an automated sprint – with a very short sales cycle.
Your evergreen webinar has to be built to convert someone who just found you yesterday – maybe even this morning. You don’t have months of warming them up before making your offer.
This is why when people repurpose their live webinar script for evergreen, they might get a few sales here and there, but they will never see the kind of consistent five- or six-figure months that are possible with a proper evergreen webinar script.
And it’s not just the webinar script that changes.
Everything – the registration page copy, the emails, the sales page – is different in evergreen.
If you want to run a launch-based business, great – start with live launch webinars and keep doing them forever. But if you know you want evergreen, don’t waste your time trying to make launch content work. Start with an evergreen strategy from day one.
Reason #2: Evergreen Gives You Better Data, Faster
Here’s another big reason to skip the launch and go straight to evergreen: the data.
I’ll be blunt – any data you collect in a launch is worthless when it comes to building your evergreen funnel.
It only tells you what worked in a launch. And what works in a launch almost never translates directly to evergreen.
And launches? They only happen once or twice a year for most people. That means you’re waiting months in between opportunities to make a change and test it.
That’s painfully slow.
Evergreen, on the other hand, is a continuous flow of data. Every week, new leads are coming in. You can track exactly how many people register, watch, click, and buy – in real time.
This means you can:
- Spot weak points in your funnel faster
- Test one change at a time
- And see the results immediately
That’s exactly what I did when I finally scrapped my live launch content and built a real evergreen funnel.
If my email click-through rate was low, I could test a new subject line that week. If my webinar drop-off was high, I could change a story or tweak a slide and see what happened within days.
The faster you can iterate, the faster you can improve. And that’s how you build a funnel that keeps getting better month after month.
Reason #3: You Need Consistent Revenue Before Taking on High-Risk Sales Activities
This is the one most people don’t want to hear – but it’s the truth.
If your business is making less than $1 million a year, you do not need the added stress and risk of launching.
Here’s why: Live launches are inherently risky. You’re putting all your eggs in one basket and betting on a single week to bring in a massive chunk of your revenue.
If it works, great. If it doesn’t? You’re left scrambling to figure out how to pay your team, your bills, and yourself until the next launch.
Now, if you’ve already got a big team, a huge ads budget, and consistent weekly revenue coming in, then sure – you can take on the extra risk of launching. You have the cushion for it.
But if you’re doing this mostly on your own with maybe a contractor or two? That risk can sink you.
When you’re in the early stages of scaling – and yes, anything under $1 million a year is still early stages – your #1 focus should be generating consistent revenue.
Because consistent revenue gives you stability. And stability gives you the freedom to make smart, strategic moves instead of desperate, short-sighted ones.
When I went evergreen, that consistent revenue was exactly what I needed. It gave me breathing room. It gave me confidence. And it allowed me to build my business without feeling like I was one bad launch away from everything falling apart.
If you’re tired of the feast-or-famine cycle of launching, you do not have to keep doing it.
To recap, here are three reasons why you should skip the launch and go straight to evergreen.
- Build your funnel from scratch using an evergreen strategy – don’t try to recycle your old launch content.
- Use the constant stream of data evergreen provides to improve your funnel week after week.
- And focus on creating consistent revenue before you take on the high-risk gamble of launching.
When I made the leap to evergreen, it changed everything.
It gave me the momentum I needed to grow. It gave me the stability I needed to make smart decisions. And ultimately, it gave me the freedom to scale to my first million-dollar year – something launching never got me close to.
If you take one thing from this episode, let it be this: Evergreen isn’t just a sales model. It’s a growth strategy. And it works.
If you’re ready to learn more about the evergreen system I teach, check out my free masterclass. The link is in the show notes and you can sign up today.
I appreciate you being here and join me 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.
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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!
