Introduction
The online business world loves absolutes.
One camp insists evergreen funnels are the only path to freedom. Another swears by high-energy live launches that drive urgency.
The truth? Neither is inherently better. The right model depends on your audience, your goals, and how you want to spend your time.
This post will help you weigh the pros and cons of evergreen and live launch models so you can choose what fits—without getting stuck in indecision.
Understand What Evergreen Means
Evergreen means your offer is always available. Customers can buy anytime without waiting for an “open cart.”
Examples of evergreen delivery:
A self-paced course people can start immediately
An automated webinar funnel
Ongoing enrollment into a membership or program
Evergreen doesn’t mean “set it and forget it,” but it does mean your sales system runs continuously without requiring live promotion every time.
Understand What a Live Launch Is
A live launch is a time-limited enrollment period. You open doors for a specific window—usually 5–14 days—then close them.
This model typically includes:
A pre-launch runway to build anticipation
Live events like webinars or challenges
Bonuses that expire at cart close
A clear deadline that drives urgency
Live launches are built on momentum and attention, which is why they can produce big revenue spikes.
When Evergreen Works Best
Evergreen shines when:
Your audience already trusts you
You have clear proof of the product’s results
Your traffic is steady through search, ads, or partnerships
You want predictable monthly revenue
You prefer a low-pressure approach
It also works well for entry-level products that don’t need personal involvement.
When Live Launches Work Best
Live launches are powerful when:
You’re selling a higher-ticket course or program ($500+)
Your audience benefits from shared energy and community
You’re building excitement around a specific start date
You need a cash injection
You want to test messaging before automating
Live launches create urgency that can be hard to replicate in evergreen models.
Pros and Cons of Evergreen
Pros:
Revenue flows consistently
You don’t have to pause enrollment
Simpler for evergreen products (like guides or self-paced courses)
Less reliance on your personal energy
Cons:
Lower urgency can mean slower sales
Requires strong evergreen traffic and systems
Can feel less exciting if you thrive on launches
Pros and Cons of Live Launches
Pros:
Creates urgency and momentum
Opportunity to connect with your audience in real time
Can produce significant revenue in a short period
Great for building community energy
Cons:
Revenue is cyclical
Requires more upfront effort and planning
Can lead to burnout if you launch too often
How to Decide Which Model to Start With
Consider:
Your audience size and trust level—if you’re newer, live launches often convert better.
Your offer price—higher-ticket offers often need live touchpoints.
Your personality—do you thrive on sprints or prefer steady systems?
Your goals—do you need cash flow now, or are you optimizing for recurring revenue?
If you’re unsure, start live, learn what works, and then move toward evergreen.
A Hybrid Option
Many creators combine both:
Live launch once or twice a year
Evergreen enrollment between launches, sometimes at a higher price or without bonuses
This approach balances urgency and predictability.
Final Thought
There’s no “right” model. Evergreen and live launches are tools. The best strategy is the one you can sustain, measure, and improve over time.
Pick a path. Test it fully. Adjust as you learn. You can always evolve your approach as your business grows.
— Sloane MacRae
