In this episode, I sat down with my friend and client Roberta West, who is an expert at all things evergreen.
When it comes to actually putting your offer out there, sometimes the hardest part is knowing how to start. Especially if this is your first time attempting to advertise and sell to your clients, the transition is intimidating.
Do you go with a live launch or an evergreen funnel? What the heck is the difference anyway?
Most people will say, “Nevermind it doesn’t even matter because you’re losing time! Put something out there! Slap a funnel together using your launch content and call it a day!”
Rewind that Last Paragraph
To quote David Rose, “I have never heard someone say so many wrong things, one after another, consecutively, in a row”; except for discerning there is a huge difference between a launch and an evergreen funnel. That’s spot on.
The difference being, a live launch is when you open and close your cart for a specific period of time. That means that your marketing strategy should be focused on drumming up interest for that period of time your offer is on sale. An evergreen funnel strategy is instead open 24/7 for purchase- it’s always for sale.
A live launch is a great marketing strategy if you are a coach or involved in an industry where people aren’t necessarily seeking a more instant solution. It allows people to join your cohort and form a community in which to learn and grow as you help them with your product over time.
If your audience is seeking a more instant solution, or tools they can implement quickly, an evergreen funnel is probably the way to go. This way the tools are always available for people to purchase and implement whenever they need.
How to Know Which One to Pick: The Bottomline
Knowing which technique to go with is as easy as knowing your audience and what they need from you. It’s also key to note that after a successful live launch, lots of people get excited and think that if they slap a funnel on a live launch, that’s all they need to do to shift from a launch to an evergreen strategy.
Oftentimes, this is not correct. The copy in both offers is enormously different, as are the audiences you’re speaking to. Live launch customers are usually already warmed up to you and what you’re offering, whereas evergreen clients could be coming in from the metaphorical marketing cold.
Copy that matches your strategy is the key in both instances, however. The ability to map out the customer journey, and know not only what your audience needs to hear, but what they need to hear at every stage of your launch funnel is crucial. It’s the “show don’t tell” mentality; you want them to know beyond the shadow of a doubt that you are an expert in your field. At the same time, you don’t want to relentlessly sell, or be “salesy”- there’s a reason car salesmen get a bad name.
This also doesn’t mean you need to lose years of your life drafting countless surveys. Monitor any Facebook communities you sponsor, as well as do some lurking in the comments of your competitors (and maybe even your own if you’re game for it) and see common pain points, as well as things customers liked to see, hear or receive.
Utilizing launches as well as evergreen offers will help your business grow in a sustainable and well-rounded way; you just have to tailor your offer and your copy. And remember, if you need help translating your launch into an evergreen offer, Roberta is here to help!
Thank you for reading! If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you!
And if you’re ready to set up your launch sales copy for your upcoming offer, head on over to the Copy Template Shop to grab your sales copy templates today!
See you back here in the next post — and remember, I’m rooting for you, always.
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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