If you’re building an online course, one of the biggest decisions you’ll face is:

🔹 Should I use a live launch model or go evergreen?

The launch model brings excitement, urgency, and high-revenue bursts, but it can be exhausting. Evergreen offers a steady flow of sales but comes with its own set of challenges. So… which one is best for you?

In this post, I break down the real pros and cons of each model—plus the common mistakes most people don’t talk about. Let’s dive in! 🚀

What’s the Difference Between Launch & Evergreen?

Launch Model: The “College Admissions” Approach 🎓

A launch-based course follows a structured enrollment period. Just like college admissions, students can only join within a set window before doors close again.

Typical launch features:
✅ Open cart for a few days or weeks
✅ High-energy promotion and urgency
✅ Often paired with live events (webinars, challenges, etc.)
✅ Higher engagement due to community momentum

Evergreen Model: The “Always Open” Approach 🔄

An evergreen course is always available—more like a local tutoring center where students can sign up anytime. There’s no enrollment deadline, which removes urgency but allows for consistent sales.

Typical evergreen features:
✅ Open for enrollment 24/7
✅ Automated marketing (email funnels, ads, etc.)
✅ Requires strong messaging to drive conversions
✅ Can scale more sustainably over time

The Pros & Cons of Launch vs. Evergreen

The Launch Model: Feast or Famine?

✅ Pros:
✔ Creates urgency and FOMO (fear of missing out)
✔ Helps new course creators get traction fast
✔ Generates large revenue bursts
✔ Easy to test and tweak messaging

❌ Cons:
❌ Can be exhausting and stressful
❌ Revenue is unpredictable (feast or famine cycle)
❌ Requires high-energy promotions (webinars, challenges, etc.)
❌ Leaves gaps between income cycles

👉 Best for: Beginners launching their first course, people who thrive on high-energy promotions, and businesses that want to make big revenue pushes a few times a year.

The Evergreen Model: Slow & Steady Wins the Race?

✅ Pros:
✔ Creates a predictable revenue stream
✔ Less stress compared to launch cycles
✔ Automates sales (ads, email funnels, etc.)
✔ Allows for ongoing growth and optimization

❌ Cons:
❌ No built-in urgency (harder to convert students)
❌ Requires more upfront optimization (funnels, ads, etc.)
❌ Can feel “invisible” without regular marketing
❌ Testing and tweaking takes time

👉 Best for: Businesses that want long-term stability, experienced course creators, and those who prefer automated sales over live launches.

Which Model is More Popular Right Now?

Live launches dominated the online course space for years, but recently, there’s been a shift toward evergreen strategies.

Why?
Many course creators are burning out from launch cycles and looking for a more sustainable approach. But evergreen isn’t truly “set and forget.” It requires careful funnel design and consistent optimization.

💡 KEY TAKEAWAY: If you’re just getting started, launching might be the better option to build momentum. Once your course is validated, you can shift into an evergreen model—or a hybrid approach.

Choosing the Right Strategy for YOUR Business

If you’re new to course creation… go with a launch.

It helps you:
✔ Validate your offer
✔ Build urgency for enrollments
✔ Generate a strong cash injection to reinvest in marketing

If you already have an audience… test evergreen.

It allows you to:
✔ Create a steady revenue stream
✔ Reach students on their timeline
✔ Automate marketing for long-term growth

⚡ Pro Tip: The best strategy is the one that’s sustainable for YOU. If weekly live webinars drain you, don’t force them. If automated funnels feel “cold,” blend in some personal touch points.

Hybrid Models: The Best of Both Worlds?

Some course creators mix both approaches for maximum flexibility. Examples:

🔹 Evergreen with live bonuses – The course is always open, but you offer live Q&A calls or community support during certain times.
🔹 Frequent launches – Instead of launching once a year, you open doors every 8-12 weeks.
🔹 Evergreen with a waitlist – You keep doors closed but let people join a waitlist, building anticipation before your next open cart.

Remember: It’s not about picking a “perfect” model—it’s about what works best for your lifestyle and business goals.

Final Thoughts: What’s YOUR Course Strategy?

So, what’s your plan? Are you leaning toward a launch model, evergreen, or a hybrid? Drop a comment and let me know!

And if you want a deep dive into this conversation, watch the full episode here:

👉 [Watch the video now]

🚀 Need help optimizing your course? Let’s chat! Connect with me here: www.cre8tion.co/discovery