You’ve heard me talk about quitting launches. You love the idea of consistent sales, predictable revenue, and not riding the launch rollercoaster. But there’s this one thought that stops you every time:
“What if I switch to evergreen… and it flops?”
Because at least with launching, you know the drill. It’s stressful. It’s chaotic. It’s high-risk. It underperforms – but it’s familiar.
Evergreen feels different.
And here’s what I want you to hear before we go any further:
An evergreen webinar not working does not mean it will never work.
It’s not proof that your audience won’t buy.
And it’s definitely not evidence that launching was the only way.
In fact, the fear that your evergreen webinar “won’t work” is usually rooted in a misunderstanding of how evergreen actually works.
Because unlike a launch – where you pour months of energy into one high-pressure promotion – evergreen is not one big event. It’s a system, and systems don’t “work” or “not work” – they give you feedback.
So in today’s episode, I’m answering the question head-on:
What happens if your evergreen webinar doesn’t work?
And more importantly – what that really means.
Because once you understand this, you’ll never look at your business the same way again.
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.
Today I’m answering the question: What happens if my evergreen webinar doesn’t work?
But before we even get into the two reasons, I want to challenge the premise of that question.
Evergreen doesn’t “work” or “not work.”
You either learn how to read the data so you can improve your results…or you ignore the data completely.
That’s it.
Now, launching IS pass-or-fail. You build up to one big moment, open cart, and hope the sales come in. If they don’t, you’ve got to come up with some other way to generate revenue until the next launch.
But, evergreen is different.
Evergreen success is built on tiny tweaks over time. It’s refinable. It’s adjustable.
So when someone tells me their evergreen webinar “isn’t working,” what I really hear is:
“I don’t yet know what needs to be adjusted.”
And that’s a very solvable problem.
Typically, there are two main reasons your evergreen webinar isn’t working:
Let’s start with the first one.
1. You are repurposing launch content into an evergreen funnel.
One of the worst things you can ever do to sell your course is attempt to repurpose all your launch content into an evergreen webinar system.
Simply put, it doesn’t work.
Will you make one or two sales? Maybe. But, you won’t get anywhere near the consistent five or six figure months that so many course creators are making.
The buyer’s journey is completely different inside a launch vs an evergreen webinar – and your content needs to reflect that.
This is why I recommend people skip the launch entirely and go straight to evergreen – you can’t take what you used in a launch anyway – so, what’s the point?
I have an entire free masterclass that goes really deep on that topic, so if you want to learn more be sure to sign up for that.
Now let’s move onto the second reason your evergreen webinar isn’t working.
2. You are fixing the wrong things.
And this is where most course creators get confused.
They see sales dip or conversions fluctuate and immediately assume something catastrophic:
“My niche must be saturated.”
“Maybe my price is wrong.”
“Maybe evergreen just doesn’t work for my audience.”
And instead of diagnosing the problem and fixing it to make things better, they abandon evergreen completely.
But here’s the truth:
Launching asks, “Will this work?”
Evergreen asks, “What do I adjust?”
That’s a completely different mindset.
The best thing about selling your course with an evergreen webinar is that as long as you know what to fix – it will never stop working.
I’ve had clients sell the same evergreen course for YEARS and their businesses are more profitable than ever.
It’s not luck, it’s data.
The real power of selling your course with an evergreen sales and marketing system is that you are able to collect data that will literally tell you what needs to be tweaked.
We have an entire module in our program dedicated to teaching you how to track and interpret your evergreen data so that you know what benchmarks to hit and what to fix if you aren’t hitting them.
Just like your car has a dashboard that tells you when to check your oil, when you’re low on gas, and when your engine is overheating the Data Dashboard we give you in our program does the same.
Let me ask you – when you’re driving to the store and you see that you’re running low on gas – do you slam on the brakes and run screaming from it vowing never to drive your car again?
Of course not…you refill the tank.
So, why are you doing that with your evergreen webinar?
I’ve met so many course creators over the years who come to me because they’ve tried evergreen before and it “hasn’t worked for them”. They feel like they need to toss the whole thing in the trash because it “stopped working” and they have no clue whether it’s the engine, the gas, the oil filter, or low tire pressure.
Running a business is hard – but doing it with a blindfold on and your hands tied behind your back is even harder. You are not a passenger in your business, you’re the driver – and that’s great news because you are smart, capable, resilient, and most importantly – you are courageous.
Next time your confidence takes a backseat just remember that if you can learn to drive a car, you can learn to run a profitable evergreen webinar.
So let’s recap.
If your evergreen webinar isn’t converting the way you want it to, it does NOT mean:
- Evergreen doesn’t work.
- Your audience won’t buy.
- You missed your only chance.
- Or that launching was the better option.
What it usually means is one of two things:
1. You’re trying to repurpose launch content into a completely different evergreen buyer journey OR…
2. you’re fixing the wrong things because you haven’t learned how to interpret your data.
Launching trains you to think in extremes.
It either worked… or it failed.
You either hit your goal… or you didn’t.
You either celebrate… or you panic.
Evergreen requires a different mindset.
Not: “Will this work?”
But: “What needs to be adjusted?”
And that shift alone is what separates course creators who give up from course creators who scale.
Evergreen gives you feedback.
And feedback is power, if you’re willing to use it.
The real danger isn’t that your evergreen webinar won’t work.
The real danger is that you’ll misinterpret early data as failure and abandon something that just needed refinement.
That’s what scalable businesses are built on – small changes over time, not panic.
If evergreen feels unfamiliar or uncertain, that doesn’t mean it’s wrong.
It just means you’re learning a new way to operate.
And learning always feels uncomfortable before it feels empowering.
You are not a passenger in your business.
You are the driver.
And drivers don’t abandon the car at the first warning light – they look at the dashboard and make an informed decision.
If you want to go deeper into how to build an evergreen webinar that’s designed for automation from the start – and how to think about this whole process differently – make sure you sign up for my free masterclass.
Because once you truly understand how evergreen works, you’ll stop asking, “What if it doesn’t work?” and start asking, “How far can I take this?”
I appreciate you being here and be 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!
