Evergreen online courses vs. live launches: Which is right for you?

What is an evergreen course?

An evergreen online course is a course that’s always open for students. They can join whenever they like and go through the material at their own pace. There’s no specific start—it’s completely flexible.

How evergreen online courses work

Once you’ve built your course and set up the tech, the delivery of your curriculum and your marketing plan largely run on their own. Students sign up whenever they’re ready, work through pre-recorded lessons, and progress at the pace they want.

Some evergreen online courses slowly drip out content over time, while others give students access to everything at once—but the core idea is that students can start whenever they want.

Why evergreen courses are a smart choice

Once they’re up and running, evergreen online courses have a few key benefits:

1. Steady income - You can make money from your course year-round, without the stress and uncertainty of launch cycles. What if your launch week flops? Evergreen courses tend to keep things more stable.
2. Global reach - Students from all over the world can join your course, rather than being limited by time zones or schedules that might not work for them with a cohort-based course.
3. Less stress - You don’t have to worry about the pressure of a big launch or the stress of supporting a large group of students all at once.
4. Simpler to scale - When you’re ready to grow, you can roll out incremental changes to your marketing and monitor the results. You don’t have to worry about suddenly needing to support a huge influx of students in a short period.

But it’s not all sunshine and rainbows. Evergreen online courses come with their own set of challenges relative to cohort-based courses or live launches.

What makes evergreen courses tricky?

The main challenge with evergreen online courses is that they don’t automatically give prospective students a reason to buy right now—which is a powerful motivator for any buying decision. This can mean it takes longer to build momentum with an evergreen course.

When your course is only open for a limited time, students have to decide whether they want to join now or risk missing out. With evergreen courses, you need to be more creative about creating urgency and motivating students to take action. It’s doable, but it takes more conscious effort.

Another challenge is that it can be harder to keep students motivated when they’re working through the course on their own. They don’t have the same sense of community or shared experience that cohort-based courses offer, which can make it easier for them to drop off.

What is a “live launch” course?

First, let’s define what we mean here because there are a lot of different terms for “non-evergreen” courses. You might have heard phrases like:

• Cohort-based courses
• Enrollment windows
• Open/close courses
• Group-based courses
• Fixed start dates

All of these terms basically refer to the same idea—a course that is only open for enrollment at certain times and then it’s closed to new students until the next launch.

For simplicity, I’m going to use the term “live launch” to refer to this type of course, but you might see it called something else elsewhere.

How the live launch model works

Live launches follow a fixed schedule. Students enroll during a specific time, and everyone tends to progress through the material at a similar pace. The lessons are often pre-recorded, but there might be live components like Q&A sessions or group discussions to keep students engaged.

The key part is that outside of specific launch windows (usually one week at a time, perhaps 1-3 times per year), students can’t buy the course.

Why live launches are popular

Live launches have some clear benefits that make them a popular choice for some of the biggest names in the online course world:

1. Urgency and motivation - The limited-time enrollment period creates a sense of urgency that can dramatically increase sales. When students know they can’t join later, they’re more likely to buy now.
2. Higher perceived value - Because the course is only open for a limited time, students often perceive it as more valuable. They’re getting access to something exclusive that not everyone can have, which can make them more willing to pay a premium.
3. Community and support - Live launches often come with a built-in community aspect. Students are going through the course at the same time, which can make them feel more connected and supported. This often means higher completion rates and more satisfied students.
4. More focused marketing - With a live launch, you can focus all your marketing efforts on a single, specific period. This can be too intense for some, but for course creators who like this kind of high-energy, high-impact marketing, it can be a great fit.

But high-reward strategies often come with high risk. Live launches have their own set of challenges that definitely aren’t for everyone.

What makes live launches tricky?

The biggest challenge with live launches is that they’re intense. Like, really intense. You have to do a lot of work in a short period to make sure your launch is successful, and if it flops, you might not have another chance for months. High stakes, high stress.

If evergreen course launches are a game of poker where you can adjust your strategy over time, live launches can feel like a spin of the roulette wheel. You put everything on the line and hope for the best.

When they work, a live launch can put 6 or 7 figures in your bank account in a single week. But when they don’t, getting zero sales after months of work can be a crushing blow to your confidence and your bank balance.

Ultimately, the choice between evergreen and live launch courses comes down to your goals, your personality, and your tolerance for risk. There’s no one-size-fits-all answer, but understanding the pros and cons of each can help you make the right choice for you.

How to choose the right model for your course

Choosing between evergreen and live launch courses isn’t just about how you want to sell—it’s about how you want to run your business and how your students will learn best. Here are some things to think about:

• What do you want from your course business?
  If you like steady, predictable income without a lot of spikes, an evergreen online course is a good fit. But if you thrive on the excitement and big payouts of a launch, a live model could be your thing.

• Who are your students?
  Independent learners who value flexibility will love evergreen online courses—they can start anytime and work at their own pace. If your students need accountability and deadlines, a live launch with a shared timeline might help them succeed.

• How much time do you have?
  Evergreen online courses need more time to get momentum, but they’re hands-off once running. Live launches require more ongoing involvement, especially during the launch itself—but you can take breaks between launches.

• What’s your energy style?
  Do you enjoy short bursts of intense work, or do you prefer a consistent, low-pressure pace? Your personality plays a big role in choosing a model that feels sustainable.

Still not sure? The quiz below will help you figure out which model aligns with your goals, students, and work style.

Take the quiz: Evergreen or live launch?

Hybrid approaches: Combining evergreen and live launch elements

A hybrid model blends the best of evergreen and live launches. Your course is available year-round, but you offer something extra during specific windows. This might include group coaching, community access, masterminds, or special bonuses that create a reason to join now.

The result? You get the flexibility and steady sales of an evergreen online course while still capturing the energy and urgency of a live launch.

How hybrid models work in practice

At its core, a hybrid model is an evergreen online course with occasional “live-style” events layered on top. Here’s how it might look:

• Your course is always open for enrollment. Students can join at any time and progress at their own pace.
• During a live launch week, new enrollees get access to extras—like live coaching calls, a private group cohort, or accountability challenges.
• These live elements create a sense of urgency for joining during the launch week, even though the course itself remains evergreen.

By creating these limited-time opportunities, you turn an evergreen online course into an event without disrupting its year-round availability.

Why hybrid models work

Hybrid models aren’t just a compromise—they solve some of the biggest challenges of both evergreen and live launches.

• For your students - They get the flexibility of joining anytime, but also the motivation and connection of joining during a live window. Some students need that extra push, and hybrid models make it easy to provide that without sacrificing flexibility.
• For you - You avoid the feast or famine cycle of relying solely on launches while still having moments of high energy and focus. It’s less stressful than running constant live launches but more engaging than pure evergreen.

Expert tips for building a hybrid model

Tip #1: Be strategic about your live elements

Don’t overwhelm yourself with too many extras. Start small, like one live call or a two-week challenge, and expand based on feedback. Offer your evergreen online course as the core experience, with live elements as a bonus.

If you get a positive response during your “launch week”, you can ramp up to offering more live events in future launches.

Tip #2: Time your live windows effectively

Plan your live weeks to coincide with natural sales peaks, like the start of a new year or mid-year resets, when people are motivated to invest in learning. This gives you a built-in reason for students to join now.

Tip #3: Automate the foundation

Use evergreen systems to handle the core of your course delivery so you can focus your energy on the live events during launch windows.

The last thing you want is to be bogged down in tech issues with your evergreen students when you’re trying to coordinate live events and support for a new cohort.

Tip #4: Focus on a clear “why now”

Your live week needs a specific reason to act, whether it’s exclusive bonuses, a temporary discount, or access to a private cohort experience. Make sure your students know exactly what they’re getting and why they should join now.

Remember, the whole main benefit of a “live” launch is that it’s happening now. Make sure your students feel that urgency, even if they can technically join later.

A sustainable middle ground

Hybrid models are a good option if you want to combine the consistency of evergreen online course enrollments with the energy of a live launch. You can offer students the flexibility to enroll anytime while also giving them the chance to join something special during key moments.

If you’re not sure whether evergreen or live launches are right for you, a hybrid model could be the perfect middle ground.

Key takeaways

Here's a quick recap of how to choose between an evergreen online course and the "live launch" model:

• Evergreen online courses offer stability - If you prefer steady income and a hands-off approach, an evergreen course might be right for you.
• Live launches are high-reward but high-risk - If you thrive on the excitement of a big launch and can handle the stress, a live launch could be your best bet. But be prepared for the intensity.
• Hybrid models blend the best of both worlds - If you want the flexibility of evergreen with the energy of a live launch, consider a hybrid model. You can offer year-round access with occasional live events to create urgency.

Ultimately, the right choice depends on your goals, your students, and your personality. There's no one-size-fits-all answer, but understanding the pros and cons of each model can help you make the right decision for your course.

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