What is an Evergreen Launch + Is It Right for You?
There are numerous ways in the book for how you can structure the launch of your offer, and chances are we’ve tried them all. Part of being a business owner is putting yourself out there and trying new things. Half the time, we’re just throwing spaghetti at the wall and seeing if it sticks.
One particular method of launching has been gaining more traction over the years, especially now as more and more people are coming into the online business space (at least one good thing we got out of the pandemic), and that’s the evergreen method of launching.
In this blog post, we’ll be breaking down what an evergreen launch is, different styles of launching evergreen, and how to decide if it’s right for you!
What is an Evergreen Launch?
The idea of an evergreen launch is that you do it once and then never really think about it again. Its purpose is to make money for you while you focus on other things. Basically, all you have to do is build your funnel, live launch once, and then set everything up to run automatically in the background. After that, it’s just a matter of updating and tweaking things as it pertains to shifts in your market or if you regularly relaunch.
For example, our course The Strategy Academy is an evergreen product. All of our freebies funnel into an email sequence where the main goal is for people to sign up for our pre-recorded Day Job to Dream Job webinar. (We re-host this webinar live on a regular basis with minor updates to the actual content, but, of course, our appearances change over time and it’s a great way to get an influx of new students.)
We hope that they’ll purchase during the webinar, but we also have another email sequence set up that splits depending on if they watched or didn’t watch it. If they did, they get our sequence to become a Strategy Academy student. If they didn’t watch, they’re encouraged to sign up again, in which the funnel repeats.
As you can see, our evergreen funnel does the pitching and nurturing to become a student for us, so the only thing we have to do is update it. This works out amazingly for us because we get hundreds of new leads per day. Can you imagine how much work it would be if we had to follow up on those individually?
Styles of Evergreen Funnels
The basic principle of each evergreen launch is the same, but there are other little details that may change depending on your preferences. For instance, a ton of people use a tool like Deadline Funnel to create urgency. What this does is add a timer to your sales page. Once the timer runs out, they can no longer purchase or even access the sales page at all. There’s also the option to just provide a discount that disappears, so they can still purchase after time runs out but without the special offer.
Some people use timers without having the technical methods of actually making the page inaccessible and all that jazz. Essentially, this is false urgency, which a lot of people choose not to do due to their personal morals, but others have found success in it while saving money on Deadline Funnel.
You also don’t have to have an evergreen funnel that’s as extensive as ours or even more. Simply having a welcome sequence that pitches your paid offer once someone signs up for your e-book is still considered an evergreen funnel. (We cover how to write a killer welcome sequence in this blog post.) However, we do find more success in having an evergreen webinar.
Is Evergreen Right for You?
If you have a digital product or course, we’d say hell yes! It’s at least worth trying out in the future. Nothing beats being able to set it and forget it, and if you’ve been around these parts for a while, you’d know that automation is our jam. Going evergreen is how you’re able to make passive income with your products because it does the selling for you.
Even if you have a service-based business, remember that welcome sequences attached to freebies are still considered basic evergreen funnels. If you’re a social media strategist, for example, you can still have a welcome sequence that directs people to book a call with you. If your business model is set up to where you don’t need to book calls, you could just point them to a page to go ahead and purchase, like Dubsado’s public proposals.
The difference here is that it won’t be considered passive income for a service-based business, for obvious reasons. Service providers have clients to take care of, and there’s essentially a cap on how many clients you can take on. However, you could update your welcome sequence as necessary to instead point potential clients to a waitlist form versus your scheduler so that you have a roster of leads to pull from when you have space open again.
Hopefully, this post helped you understand what an evergreen launch and funnel is and helped you decide if it would work for your business and offer! It’s certainly not for everyone, and it’s geared more towards those who offer digital products, but it’s framework can be easily manipulated to work for service providers as well. It’s definitely been a game changer for our business, and we’re hoping it will be for yours, too!
