Launch Marketing vs Evergreen Marketing

Written by: Sophie Kessner
The Sophie Kessner Podcast
The Sophie Kessner Podcast
Launch Marketing vs Evergreen Marketing

Today we’re going to be going over a launch model versus evergreen model and how to know which one is best for you at whatever time you are in your business. If you don’t know what season you’re in in your business and you need support, go ahead and take our free business bottleneck quiz. It’ll help you assess what exactly is keeping you from sustainably scaling your business successfully online and how to solve it.

The Launch Marketing Model

So let’s dive in. First things first, the launch model. What is it? How does it work? When is it appropriate and when is it time to maybe shift gears a bit? The launch model is what most of the industry teaches and runs off of. What this means is that there is a time and place where we’re going into an intense season where the only focus is on launching marketing and selling. Launching is an absolutely necessary and important part of running an online business successfully. You will have to go through a launch because a launch is what is required any time that we are putting something new into the world. If you’re going to be creating a new offer, a new service, a new product, then inevitably you will be going into a launch when you first run it.

Launch Marketing Benefits

What are the pros of a launch? One, you have a small window of time that creates a sense of urgency for people to want to get in right now. Two, you’re able to create a lot of revenue in a short period of time that will generate more clients in the short term. Three, with launch models, you are able to create a little bit more of sense of camaraderie with the people that are all starting at the same time. Now, this might be something that works really, really well again, when you’re first starting something, and you want to get a group of people in to test, to get an experience, to get feedback, to have them go through as you build out the offer when they go through it.

The Evergreen Marketing Model

Let’s say you have a product that you’ve already created, you know is working fantastically. It’s getting incredible results and you’ve already launched it once or twice. In that case, it may be time to transition into an evergreen offer. Now, what does evergreen offer and evergreen marketing have to do with your business and how it succeeds? First thing is defining evergreen. Evergreen means that we are always in season. We are always open for enrollment, always open for sales, always open for clients coming in and paying us. Whereas a launch can simply be defined as open cart closed cart, and evergreen is always open.

Evergreen Marketing: Benefits

What are the benefits of evergreen marketing? A few of them are one, we’re able to enroll people 24/7. Now it’s about how do we consistently, over a long period of time, bring in a certain amount of revenue, which allows for a little bit more consistency and stability in the business? The second thing is you get to have a little bit more control over your marketing. So instead of having to be in these big seasons of push and go, and bringing everyone in and having that urgency there, you get to have a little bit more of a chill way in which you go about things, where you’re consistent in how you show up in your life. You’re not having to go really, really hard and then take three months off. You get to focus on consistently delivering and consistently, enrolling and consistently bringing new people in. So there’s always this really beautiful flow and energy that’s happening inside of the company, instead of it feeling like such a huge piece of pressure.

Picking The Right Marketing Model For YOU

How do you know which model is best for you right now? Great question. If you are a first time entrepreneur, and this is the first time that you’re going to be putting a new product or service out into the world, then it may be more appropriate to go into something like a launch for the first time. To take the pressure off of yourself, you can base your launch on a number of seats versus a set date. Now, what that means is instead of saying by X date, we’re going to be starting this program you can say, when we have X amount of seats filled we’ll be starting this program and you can enroll based on the number of people you fill.

This does one of two things. One, it creates a bit more spaciousness for you so that you don’t feel the pressure of a date. So if you find that perhaps your marketing is not as quick or as many people are reaching out to you as consistently as possible, now you can actually go ahead and focus more on just finding those spots in those seats. If you are somebody who’s been launching for a while, it might be time to transition into evergreen marketing so that you can actually sustainably scale your business. If you again, are wanting support and figuring out what exactly is the right thing for you to do right now, go ahead and click on the link. You can subscribe and you can take our free business bottleneck quiz and you’ll be able to find out. 

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Meet The Host

Hey I’m Soph! I’m a mama and online digital marketer who’s been in the game since 2015. I LOVE building businesses that support creating real time freedom which is why I choose to specialize in email marketing, blogging and podcasting and teach others to do the same.

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I'm Sophie Kessner

First generation Mexican American mama that’s gone from hood to strategic hustle. I’ve spent the last 10+ years inside the personal development space supporting 100’s of coaches in scaling 6 figure businesses online & supported 4 different companies in surpassing the 7 figure mark. Today, I focus on making scaling more sustainable by integrating the lenses of business, systems, automation and CEO Development through an Equity centered and Trauma informed lens.

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Sophie is the founder of The Sacred CEO™ Agency and has been in the service based coaching industry since 2015. She’s created and scaled 4 different multi 6 figure coaching programs including their latest course, The Online Business Automator.

Soph has also founded her SaaS business called ScaleUP where she work with her clients and building custom backend systems and a high quality template shop with Brand and Web Design expert, Mel Judson.

You can find Soph snuggling up with her son on the couch, spending weekends at Trauma retreats or dancing her heart out at the next EDM Festival.

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