Latest / Ambitious Podcast / EP.67: The TRUTH About Launches vs. Evergreen: Which Model Actually Grows Your Business Faster? | The Ambitious Podcast

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EP.67: The TRUTH About Launches vs. Evergreen: Which Model Actually Grows Your Business Faster? | The Ambitious Podcast · Ambitious Podcast

• 0:00
  Sales coming in, momentum in the marketing, energy, payment
• 0:03
  notifications, like whoa, you're seeing it come in and then boom,
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  the launch is over and now you're in this middle portion.
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  No dopamine hit of sales coming in, no people reaching out to
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  buy, no energy and momentum in the marketing.
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  Most people go into a launch style business, but they're
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  rushing launching. They don't really plan the
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  launch. They don't think through the
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  launch. They don't prep and prepare the
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  launch. They kind of just go in making
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  more social media content and hope it will generate more.
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  Is that what I should be doing? No, no, Hey, I want to launch
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  and have a big massive multiple 6 figure outcome.
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  Can we open cart next week? No, this is not a, you know,
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  just take my initial social media content and slap a
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  different call to action on it. Hello and welcome back to
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  Ambitious. OK, today we are talking about
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  something that I would say is kind of fundamental aspect of
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  the structure of your business. And I wanted to talk with us
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  today because I feel like most people #1 misunderstand today's
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  topic and also typically don't actually know what kind of model
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  of business that they have. And so because of that and not
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  having that clarity, it leads them to struggle to understand
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  how they should structure their offerings, how they should
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  structure their marketing. And so today I have a mission to
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  give you clarity of exactly what you need to know about whether
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  your business is a launch and promotion style business or if
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  you have more of an Evergreen style business.
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  And so, so in the spirit of today's topic, we're going to be
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  going through things like understanding the difference
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  between a launch and an Evergreen model.
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  We're going to also talk about the pros and cons of each.
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  And this is really important because many people when they go
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  into planning a promotion or they go into, you know, making
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  their offer or their marketing Evergreen oftentimes are not
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  taking the necessary reflection to say do I want an Evergreen
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  style business, Do I want a launch style business?
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  And really thinking through what it's going to require to build a
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  business of that type. And also we're going to talk
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  about the mistakes that people make in each, because I help
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  business owners day in, day out with both of these different
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  models. And so I also want to talk about
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  some of the things that I think are the reason that someone
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  might struggle with a certain style or maybe some of the
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  things that lead these to not be as successful for you as they
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  could be. I also want to talk about how to
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  choose what's right for you. And this is an important thing
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  on Accentuate for you because a lot of the time as businesses,
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  we can see other businesses or other entrepreneurs who have a
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  style of business, who have a certain structure of how they're
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  operating. And we think to ourself, is that
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  what I should be doing? Like if they do launches and
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  promotions, should I do launches and promotions if that person's
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  Evergreen and they're scaling, does that mean that I should be
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  Evergreen? And so I really also want to
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  give context to how to figure out what is right for you and
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  most importantly, to give you some tangible examples.
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  As I said said, I have worked with businesses that are
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  everywhere from 6 to multiple 7 figures, all who have a couple
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  different styles of businesses, some who are all launch model,
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  some that are entirely Evergreen.
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  And I also have people that I support that are a hybrid.
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  And so we're going to get into all of that today.
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  So what I would say is today is going to be an episode for you
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  to finally get clarity what kind of style of business do you
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  want, Maybe what kind of style of business do you currently
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  have and really making sure that those two start to come together
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  and create some concurrency for you.
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  So let's start off with at least giving like a definition, right,
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  of what are these two different models?
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  What does it mean to have a launch style business versus an
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  Evergreen business? And I see these terms get thrown
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  out a lot, like people will say I have an Evergreen offer or I'm
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  doing a launch, but really the launch is not a launch, it's a
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  promotion. And so I really want to give
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  some clarity to finally settling this kind of Gray area and
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  making it very distinct as to what each of these mean.
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  So let's start with a launch style business.
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  Basically a launch style business is a business that
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  generates most of its revenue during a planned time sensitive
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  promotional period, which is better known as a launch.
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  So this is typically seen with a lot of people who do online
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  courses, could be group coaching programs, could be digital
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  products as well. So for any of you who sell
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  ebooks or bundles or anything that's more of a digital product
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  and how you know that you have a launch style business is
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  typically when you have open and proposed cart.
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  So you have a promotion, let's just say that starts on a Monday
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  and it lasts for two weeks. And after that the cart closes,
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  meaning the product and the offering you made during that
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  period is no longer available. It means that nine times out of
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  10, you can only buy it during a certain period or window.
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  Now the launch style model also means that you have an aspect of
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  anticipation. You have an aspect of of
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  urgency, you have a lens of yeah, momentum when it comes to
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  the marketing. And often times we will use
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  things to create that momentum. It could be something like a
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  live webinar challenges a couple years ago, it's like a five day
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  challenge, A7 day challenge used to be very popular.
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  One of the biggest things that I help clients with is, yes,
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  obviously we can sprinkle in these events, but I also look
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  with clients to say how can we leverage social media and
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  leverage e-mail marketing to allow you to create a surge of
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  sales. And so many of us know as online
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  businesses that there's a platform called Kajabi.
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  And Kajabi is actually in 2024, they did a study that showed
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  that 65% of online course creators are all leveraging a
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  launch based model for their core offering.
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  So this tells us that the launch based model literally as a 2024
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  was 65%. That's pretty significant.
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  And I will say out of all the businesses that I support, I
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  have a good percentage of those businesses that leverage a
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  launch style business. But the thing that we want to
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  consider is that launches really its basic essence.
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  Or when you're creating a surge of momentum and marketing a
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  surge of momentum in your sales. And then you typically have a
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  period in between where you're not necessarily promoting as
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  much, you're not selling as much.
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  You're leveraging these big waves of cash flow and sale
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  sales and you're typically using that to be the thing that
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  sustains you over the periods in between the launches.
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  So as just a simple example for you, if I'm somebody who's doing
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  and I've had clients, I will, you know, tell these stories and
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  other case study episodes. But I've had clients where we've
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  done promotions and they during their launch have generated half
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  $1,000,000 in three weeks. Well, that half $1,000,000 is
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  done and created in three weeks, but that has to last them 90
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  days in their business, which is still fantastic, but it's going
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  to last them 90 days in their business till the next launch
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  that they do, which is again another surge of cash.
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  So this typically for one of my clients right now they have
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  around a $2,000,000 business a year.
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  And So what we do is we lean into their promotions and their
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  launches and we do one of those per quarter.
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  So each goal that we have every 90 days is to generate half
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  $1,000,000 in sales so that over the course of the year, they're
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  generating a $2,000,000 a year business.
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  But here's the thing, this is only being done in these 4
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  promotion periods. So this means that there is not
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  selling happening in between, which means there's a lot of
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  attention, a lot of energy and a lot of mastery that has to come
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  from what they do within that launch or that promotion period.
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  Now on the contrast, the other style we're going to talk about
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  today is the Evergreen business. And the Evergreen business is
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  really where the business is selling its offer or its program
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  or its service continuously without necessarily having a
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  launch window. Now this is also seen in in
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  online courses, right? So you will see for example,
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  some people will say this online course is available for two
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  weeks, get it now before it goes away.
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  Other people will have something where they'll have a webinar or
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  a sales page that just sits on their website and it constantly
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  is promoting people into their course.
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  That is typically the true essence, if you will, of passive
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  income, which is when you have an Evergreen model, you're able
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  to really see sales typically happen without you needing to
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  constantly be promoting and pushing to get those sales
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  through the front door. So this can be also seen as
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  something like an open membership.
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  So if you have a membership that you're doing that's kind of
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  forever rolling, like even for us, our membership of Scale
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  sessions is a $97.00 a month hot seat membership.
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  And this is something that's always available for people to
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  buy at any moment. Also digital products.
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  If you're somebody who has ebooks that you want to kind of
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  park on your website, if you have downloads or maybe let's
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  just say you're somebody who's in the operations category and
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  you want to sell things like click up templates or you want
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  to sell design templates. This is really popular in the
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  design space as well. People will sell website
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  templates, branding templates and that can live on your site.
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  This is also, you know, really something that I see a lot too
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  with high ticket programs, right?
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  So even for us, our ITI accelerator mastermind, which is
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  a six month mastermind is an Evergreen offer, which means
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  that it is available for anybody to join at any moment throughout
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  the year. So self-paced courses are great
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  with this. Memberships are great with this
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  also very commonly seen with service providers as well.
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  So if you are someone, let's just say who is a social media
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  manager, maybe you're a consultant, you know, for
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  example, even for me, I have private mentorship, which is 6
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  months where I work with scaling businesses.
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  That's something that is always available all year.
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  Now it's available in the context of if there's openings
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  at the time when you inquire, you will get in right away.
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  But if not, you would basically get the next available opening.
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  But when it comes to like when can I buy it?
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  Technically speaking, you can buy it any time that you want.
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  And so really what we're looking at is the key elements of
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  Evergreen is the fact that you want to have passive sales or
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  you want to have an automated sales process and it's not
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  urgent. You're not having this time
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  sensitive thing, you're not having this this big push that
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  you need to to create similar to a launch because it's always
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  available. So there's not really this
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  aspect of offer urgency. It's not a matter of like the
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  offers, the going away, the programs disappearing, limited
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  spots, you know, get it now before it dies.
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  Like there's none of that happening.
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  So the, the way that I explained to people is typically when you
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  think about, let's just say your favorite pair of jeans, right,
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  that you're going to go to the store and you have these pair of
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  jeans that you've got your eyes on.
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  Well, that always being on the shelf is the equivalent of it
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  always being sold Evergreen when those go on sale or even if
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  there's something that's a limited time offer, that's
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  considered to be a launch. So even if you think about
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  concerts, for example, concerts also have a launch style
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  promotion to them because they sell presale tickets.
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  They create this kind of like last chance, get it now and then
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  they create this momentum to create a surge of sales of these
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  tickets all at once. So we're seeing these launch
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  models and these Evergreen models in our day-to-day life.
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  Another example as well would be a Starbucks promotional drinks,
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  right? So if you've got the holiday
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  version or you've got like the the, you know, gingerbread latte
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  at Christmas, that is a launch that is a a launch of a specific
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  product and specific offering. Now at Starbucks though their
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  banana bread is available all year round, that's considered to
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  be an Evergreen product that they have, meaning it is a
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  stable, always available, always there, you can rely on it type
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  of thing. And so because of that, they
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  don't need to create promotion around it.
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  But what I want to also introduce you to here is there
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  actually is what's considered to be a hybrid business.
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  So Starbucks is actually a great example of that because you'll
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  see those signature things like the general latte, the banana
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  bread, the sausage breakfast sandwich that's available all
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  the time. And then you see these limited
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  time offerings on, you know, some of the food based items or
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  some, you know, beverages that are only seasonal and come once
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  in a while. Those are a launch of a specific
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  offer. So what they do is they actually
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  leverage a hybrid model, meaning that there are promotional
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  periods and there are launches of specific products, but those
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  are also paired with having a Evergreen style always available
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  set of products that people can buy.
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  My business is technically a hybrid based business, which
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  means that I do not entirely rely on launches for the basis
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  of my business and I also don't entirely rely on Evergreen
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  passive or automated sales for my business.
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  I actually do both, and so when I work with a client, I'm
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  typically going to look at their business and what they're doing
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  and ask a series of questions to understand how do they like to
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  market their business? How do they like to show up?
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  How does their offer work on the inside?
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  What are the things that they desire to see when it comes to
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  sales? Meaning do they want to see
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  sales trickling in and kind of quote UN quote always be
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  selling? Do they want to maybe have
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  surges of sales and then take a little bit of time off of
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  selling? These are things that we start
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  to dive into to really determine are they an entirely launch
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  based business? Are they a entirely Evergreen
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  based business? Or are they actually a hybrid,
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  which is they kind of want to dabble in both and get the best
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  of both worlds? The thing I want to say with
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  picking your type or deciding which model is best for you is
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  there's not a right or wrong here.
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  So I want to be very clear that when it comes to either picking
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  a launch style and Evergreen style or a hybrid, it's not like
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  based off of picking launch or Evergreen, you're going to scale
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  faster, you're going to scale easier.
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  There's not really a right or a wrong model.
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  This is very much something that is dependent on you and your
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  lifestyle to the way you want to operate in your marketing and
• 14:29
  sales and three, the actual structure of your offer.
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  And so it's something that I would say is very personal,
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  which is why I wanted to give today to you some information
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  that gives you some food for thought that allows you to
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  really discover what is my model and how do I lean in and really
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  get clarity of what it is so I can create based off of that.
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  So here's the thing that's interesting about the Evergreen
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  style though, is that in 2024, it was discovered that 40% of
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  digital entrepreneurs, so online businesses rely solely on
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  Evergreen sales. But they did this because they
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  noted that Evergreen businesses tend to have a more stable month
• 15:08
  to month revenue. So as we mentioned earlier with
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  launching, launching is creating these surges of sales, these
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  surges of cash. But the thing that we get with
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  Evergreen is that we're kind of getting trickled in, money
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  trickled in, sales is happening continuously.
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  So this really is something that allows you a lot more stability
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  month to month. It allows you to kind of be able
• 15:28
  to adjust things along the way. You're not having to wait 90
• 15:31
  days to make some changes or 30 days or 60 days to make changes.
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  So again, we see here that another study in 2024 showing
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  40% of digital entrepreneurs are using Evergreen sales as their
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  dominant model. So you'll see here, in contrast
• 15:45
  to the 65% of course creators who are using the launch model,
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  there's a lot of variation around people picking different
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  models depending again on offer and also what they see for
• 15:57
  themselves in the way that they want to run or to operate their
• 16:00
  business. So when we're going into these,
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  we want to start to ask ourselves, OK, well, what makes
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  sense for me? So let's go through a little bit
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  of things you want to consider when you're making that
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  decision. And by that I mean, what are
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  some of the benefits of each of these models?
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  What are some of the things you kind of got to be aware of and
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  some of the cons that are maybe not going to be as exciting for
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  you with each of these models? And also, I'm going to kind of
• 16:24
  share some of the mistakes that I see people make that I think
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  lead them to either not have success with these models or
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  potentially kind of start to not enjoy them over time.
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  That again, it's not a matter of the models broken, but they're
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  just making mistakes in the way that they're using it or
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  operating it. So with the launch model, let's
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  dive into that first. The launch model, as I said,
• 16:44
  creates big revenue surges. And so because of that, there is
• 16:48
  kind of this like dopamine hit that we get, right.
• 16:50
  We get these these big surges of cash.
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  As I said, some of my clients generating half $1,000,000 in
• 16:56
  three weeks of a launch. I had one client who did 6
• 17:00
  figures in 10 minutes of launching with doing a promotion
• 17:05
  that she now rinse and repeats for her business.
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  So there is a big revenue surge that happens when you leverage a
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  launch based model. There's also a lot of hype and
• 17:15
  excitement. And so because of that, your
• 17:17
  audience and your marketing is feeling a lot of energy.
• 17:19
  You're feeling the momentum in your platform or around your
• 17:23
  offering. And with this, I actually find
• 17:26
  because of that hype and excitement, we know that when we
• 17:30
  buy something, there's just as much investment for us investing
• 17:34
  in the product as there is in the energy around the product.
• 17:37
  Ask yourself, have you ever found that someone just had like
• 17:40
  there's so much marketing around it that you just kind of like,
• 17:42
  do I want to buy this? I don't think I want to buy it,
• 17:45
  but this marketing is making me feel like I want to buy it.
• 17:47
  Or we saw this also as a great case study with Barbie.
• 17:50
  The Barbie movie was something that, to be honest, there was a
• 17:53
  lot of people who probably traditionally would not have
• 17:56
  been, you know, itching to go see.
• 17:59
  But when we started to see the launch in the promotion of
• 18:01
  Barbie, we started to say, OK, whoa, this is we've got, you
• 18:05
  know, Barbie and Sephora. We've got Barbie be at, you
• 18:08
  know, all the different local food chains that have a
• 18:10
  signature Barbie drink. And they were literally
• 18:13
  everywhere. And I remember during this
• 18:16
  promotion thinking, I didn't want to see this movie.
• 18:19
  But now I want to see the movie just because the marketing is so
• 18:22
  good and it's making me think this movie is getting so much
• 18:25
  energy around it. Like, am I missing out on
• 18:27
  something here? And so when we see this hype and
• 18:31
  excitement, the other benefit to that is it actually sometimes in
• 18:34
  the moment because that energy and excitement can make the
• 18:38
  selling feel easier because you're able to leverage the
• 18:41
  momentum, you're able to leverage the movement of people
• 18:44
  all moving at the same time. I always tell clients Evergreen
• 18:48
  is like moving a couple sheep a day.
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  When you're launching, you are herding sheep, you are moving
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  ten 2200 sheep at a time versus 2 or 20 a day with an Evergreen
• 18:59
  model. And so because of that, there's
• 19:02
  momentum. There's also this aspect which
• 19:05
  has its own psychology backing, of when people see other people
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  move, they feel the need to move.
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  It's called the herd effect. And that's also something that
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  you can leverage in launching. You can leverage that momentum
• 19:17
  of other people moving to make people who weren't taking action
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  start to do so. So the benefit to launching is
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  we've got these big cash surges, we get some breaks in between.
• 19:28
  We don't have to promote, don't have to sell as much.
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  We've got great energy, great momentum, great, you know,
• 19:34
  feeling around your marketing and your community.
• 19:36
  And typically because of that, it makes the selling very
• 19:40
  exciting. It makes the selling very
• 19:42
  dopamine heavy and it really gets people moving quickly.
• 19:45
  Now here is the thing though, that is all great and I have
• 19:50
  clients who love that portion. They love the ability to bring
• 19:54
  in a half, $1,000,000 every 90 days.
• 19:56
  However, I just had this conversation with a client last
• 20:00
  week. This does also not undo the fact
• 20:03
  of the pressure that comes with each of these launches and
• 20:07
  promotions. When you need for your business
• 20:11
  to generate X amount in a three-week period, there is a
• 20:15
  lot of pressure because again there is an open and closed
• 20:18
  cart, meaning you can't two weeks after this launch say hey
• 20:22
  it's still available, buy it now.
• 20:24
  The launch based model assumes that you've got a window to hit
• 20:27
  your target and if you don't hit it in that window and again,
• 20:32
  you've got a launch style business, you kind of got to
• 20:34
  wait till the next launch unless you want to decide to go more of
• 20:37
  a hybrid or you know, a blended type model where you have
• 20:40
  something else to sell in between.
• 20:42
  So what this does for most of my entrepreneurs that I work with
• 20:46
  is it does create a lot of stress.
• 20:48
  It does create a lot of will people buy this time?
• 20:52
  Will it go the same as last launch?
• 20:53
  What if people don't buy? Has the market shifted?
• 20:57
  What's happening with the economy?
• 20:59
  Do I feel like I have enough leads?
• 21:01
  Has my audience been growing enough since last time?
• 21:03
  All these fears and concerns and curiosities come up every 90
• 21:09
  days because we know the pressure of the timeline that we
• 21:13
  have to generate X amount of sales for the business.
• 21:16
  So because of this, there is this also feast or famine when
• 21:22
  it comes to cash flow because the downside is you've got a
• 21:26
  limited amount of time to generate X amount of money.
• 21:29
  And while you may knock it out the park and you may just have
• 21:33
  oodles of sales coming in, you also have to recognize that you
• 21:37
  do have this tons of money coming in and then this dopamine
• 21:41
  drop of no money coming in, right?
• 21:44
  So think about for three weeks, this client bringing in half a
• 21:48
  million in 90 days, or even some clients on a smaller scale,
• 21:51
  bringing in $50,000 during a launch, right?
• 21:55
  I have a whole spectrum of levels of businesses that I work
• 21:57
  with that use these models. But the thing you want to
• 22:00
  remember is you're so in the excitement, you're in the
• 22:02
  energy, you're like, yes, sales coming in, momentum in the
• 22:06
  marketing, energy payment notifications, like woo, like
• 22:09
  you're seeing it come in and then boom, the launch is over.
• 22:12
  And now you're in this middle portion.
• 22:15
  No dopamine hit of sales coming in, no people reaching out to
• 22:18
  buy, no energy and momentum in the marketing.
• 22:22
  And you have to be comfortable to sit in that space.
• 22:27
  And it's difficult because when we've got this momentum and
• 22:30
  energy, it can be difficult to sit in that silence once that's
• 22:33
  over. So you have to be able to handle
• 22:36
  the stress and the emotional roller coaster, to be honest, of
• 22:40
  the launch itself, but also the space after the launch.
• 22:45
  You also have to be a really, really incredible person when it
• 22:48
  comes to management of your cash flow.
• 22:50
  Because if you are somebody who gets a surge of cash and you
• 22:53
  have the tendency as an entrepreneur to go spend, spend,
• 22:55
  spend, it means that you're not really allocating what you're
• 22:59
  making during the launch over the amount of time that it needs
• 23:02
  to support you and to support your business.
• 23:05
  The other thing, which is a big risk within this style of
• 23:08
  business, and again, there's two sides.
• 23:10
  You can crush your launch time after time, but there's also a
• 23:14
  possibility in any person's business where a launch will
• 23:20
  flop. And we see this with big
• 23:23
  businesses, for example, you know, Bud Light is a, is a
• 23:26
  classic example of this. Bud Light had changed the
• 23:30
  essence of who their ideal client was.
• 23:32
  They did a big promotion, they did a big launch.
• 23:34
  And because of this, they saw the investment in their business
• 23:39
  and the stocks of their business start to plummet because of the
• 23:43
  change in their messaging, the change in their brand.
• 23:47
  So this was a launch and a promotion that they wanted to
• 23:50
  stand behind that they wanted to, you know, just kind of put
• 23:53
  their foot down and say, here's our new offer, here's our new
• 23:55
  lens, which was their launch and promotion.
• 23:58
  But it didn't land. And it's not for lack of trying.
• 24:02
  There was a lot of intention and thought and teams of people in
• 24:05
  their marketing who sat down and planned out all of these things.
• 24:10
  But what we know is that there's what you plan in a launch and
• 24:13
  then there's the reality of what happens.
• 24:16
  And with launches, you have to remember that this is not
• 24:19
  something you can kind of reiterate over time and refine
• 24:24
  and adjust the longer and longer you do it.
• 24:26
  You'd have to wait till the next launch to really work out the
• 24:29
  kinks of what didn't land and then try again.
• 24:33
  So with this, the other downside is that with launch models, you
• 24:37
  have the risk of doing a launch and it completely flopping.
• 24:42
  It's possible and it happens with all different styles of
• 24:44
  businesses. It happens with small
• 24:46
  businesses. If you're listening to this and
• 24:48
  you're making six figures a year, you're making multiple 6
• 24:51
  or multiple 7. It can happen with you.
• 24:54
  It's happened with me. I've had launches in the past
• 24:56
  that I was like that did not go to plan.
• 24:58
  And I've had launches where I've been like just completely blown
• 25:01
  away and beyond excited about what it generated.
• 25:03
  The same thing happens on a large scale with big companies
• 25:06
  and big brands as well. So there's an aspect of
• 25:10
  launching which is really leveraging data, leveraging
• 25:13
  understanding of your audience, leveraging marketing and sales
• 25:16
  psychology. And with that you curate this
• 25:19
  plan. And this can be done through
• 25:21
  e-mail, social, you know, referral inside of your
• 25:25
  offerings. There's so many things that can
• 25:26
  go into a launch, but with this, there's still an aspect of you
• 25:31
  get one go. So you think about the Super
• 25:33
  Bowl, right? Let's use it as an example.
• 25:35
  And you think about the halftime show and the fact that they get
• 25:38
  this one snippet. They've done one rehearsal,
• 25:41
  which is you as a person in business going through your
• 25:43
  launch materials. But you get one go at this.
• 25:46
  If you mess up on stage and if you fall and if you, you know,
• 25:50
  just completely flop in your presentation and in your
• 25:54
  performance, you get one go. Now you can always, you know,
• 25:59
  try to come back the following year and try to have a
• 26:03
  performance somewhere else or you know, kind of like redeem
• 26:05
  yourself. But at the end of the day,
• 26:07
  you're not doing it that day. And that's the same with a
• 26:10
  launch based model is there's a downside here, which is that
• 26:13
  there is a possibility of it flopping and not landing.
• 26:16
  So with this, there's kind of some two different sides, right?
• 26:20
  Great opportunity to generate cash, kind of a lot of pressure
• 26:23
  in being able to do that. Great opportunity of generating
• 26:26
  all the sales at once. But possible that that moment
• 26:29
  when you launch that it may not land the exact same every single
• 26:32
  time. And so let's talk a little bit
• 26:35
  about what are the mistakes people make with this model,
• 26:39
  right? Because there's pros and cons to
• 26:40
  every different model, but where can we kind of do a check in to
• 26:45
  say, OK, well, is it that I don't like this model or is it
• 26:47
  that I love this model, but what are the things I need to be
• 26:51
  aware of? What are the things I want to
• 26:52
  make sure that I to be the most successful to choosing?
• 26:54
  This would be as dialed in with as possible.
• 26:57
  So one of them that many people make the mistake of is not
• 27:01
  generating enough new eyes and enough new audience before
• 27:05
  launching. The way I want you to think
• 27:07
  about this is if you're somebody who's fishing every 90 days and
• 27:12
  you're rounding up all the fish, OK, you're going and you need X
• 27:16
  amount of fish. Let's just say for the example,
• 27:18
  we need 150 fish to be able to generate the money that we need
• 27:23
  for us. Well, here's the thing, you're
• 27:26
  fishing from 1 pond. So if you are not having some
• 27:31
  new stream of water, some new stream of fish that are being
• 27:35
  replenished in that pond, you will fish for 3-4 times and you
• 27:40
  will run out of fish because you haven't replenished the
• 27:45
  ecosystem that's in there. And so the important thing for
• 27:48
  every person who's going to go into a launch style businesses,
• 27:51
  you in between these periods of launching and in between these
• 27:54
  periods of promotion, you have to be rebuilding your audience.
• 27:58
  You have to generate new eyes, new ears, new people coming into
• 28:03
  your ecosystem day in, day out, month after month.
• 28:06
  And this doesn't have to necessarily be on a grand scale.
• 28:09
  I'm by no means telling you you need 400,000 followers or
• 28:13
  anything like that. I'm talking if your audience
• 28:15
  before, you know, launch one that you do in a year, let's
• 28:19
  just say your audience was the size of, I don't know, 2000
• 28:24
  people. Well before the next launch, I
• 28:26
  would want to see 2500 people or 2250.
• 28:30
  I want to see some upward momentum in the fact that your
• 28:34
  audience is growing because what ends up happening then is people
• 28:37
  just really heavily rely on their existing audience and
• 28:41
  they're not turning over and creating new energy and new
• 28:43
  people, new buyers within their audience.
• 28:46
  So what ends up happening is because we're not as focused on
• 28:49
  generating new eyes and we're just sell, sell, sell, convert,
• 28:52
  convert, convert. We're actually really over time
• 28:57
  removing all the fish and before we know it, we've got no fish
• 29:00
  left. So one of the things that's
• 29:02
  really important with the launch model is you have to be just as
• 29:06
  focused in the periods in between on building your
• 29:08
  audience and building new energy.
• 29:11
  As much as you are leaning into the promotion and the launch
• 29:15
  aspect of it, which is the selling side of things.
• 29:17
  Another thing that is a big disconnect with launch style
• 29:21
  businesses. I'm going to be very direct with
• 29:23
  you. Launching is not just like a,
• 29:27
  it's available now, come get it. Like every single client that I
• 29:31
  work with was a launch model is like, whoa, Kate, I'm like,
• 29:34
  yeah, you're trying to create 200,000 to $500,000, right?
• 29:40
  For all of our scaling businesses that have these big
• 29:42
  targets. You're trying to do that in less
• 29:45
  than a month, 3 weeks. And you want to do that all in
• 29:49
  one set amount of time and have a ton of people move.
• 29:53
  Launching is not just posting more on social media.
• 29:57
  And this is the most important thing that I would recommend to
• 30:01
  you. If you are someone who wants to
• 30:03
  have a launch style business and it excites you to have these big
• 30:06
  surges of cash and not have to be selling all day everyday.
• 30:09
  I'm excited for you because I've seen it work incredibly well for
• 30:12
  so many different entrepreneurs I've supported.
• 30:14
  However, every single one of them was surprised at how much
• 30:19
  it took to get structured initially.
• 30:22
  And that's the important aspect here initially to generate that
• 30:26
  because most people go into a launch style business, but
• 30:30
  they're rushing launching. They don't really plan the
• 30:33
  launch. They don't think through the
• 30:34
  launch, They don't prep and prepare the launch.
• 30:37
  They kind of just go in making more social media content and
• 30:40
  hope it will generate more. Again, remember, launching is
• 30:43
  the root of sales psychology and it's marketing psychology.
• 30:48
  There's principles and certain things that need to be
• 30:51
  established to generate success with your launch.
• 30:54
  So one of the things that we do is we plan in advance.
• 30:57
  For example, some of my clients, I work with them on their
• 31:00
  landing pages, their webinar, their e-mail copy, their social
• 31:04
  media content calendar, some of those four weeks in advance
• 31:09
  before they ever even mention anything about their launch on
• 31:11
  social media. It requires an intentional plan
• 31:15
  because you want to really think about the fact that there's two
• 31:19
  sides. There's creating an initial
• 31:20
  structure for launching, but also here's the benefit.
• 31:23
  Launches can be rinsed and repeated.
• 31:25
  So for us, when we do our Black Friday launch, we are now at a
• 31:29
  stage, because we've done it year after year that we just
• 31:33
  refine and tweak it and make minor adjustments to it.
• 31:37
  But that's because we put in so much effort to the planning and
• 31:40
  to understanding the content that lands and to really making
• 31:43
  sure that we understand emails that translate for people.
• 31:46
  You need to prepare launches. This is not a, you know, I just
• 31:52
  take my initial social media content and slap a different
• 31:55
  call to action on it. It really is not about that.
• 31:58
  It's about creating the momentum, creating the movement
• 32:03
  of masses of people. And that's not just more social
• 32:06
  media content. So rushing launches is not an
• 32:09
  option. I will not allow someone to come
• 32:12
  to me and say hey, I want to launch and have this big massive
• 32:15
  multiple 6 figure outcome. Well, can we open cart next
• 32:18
  week? No, because you won't get the
• 32:20
  outcome. It requires you to have this
• 32:23
  planning and preparation and kind of connected to this.
• 32:26
  Another big mistake is that people focus so much.
• 32:29
  When I see people who try to do the launch model, they're so
• 32:33
  focused on the open cart week, meaning when it's available, you
• 32:36
  know, come get it now, sign up. They think that's when the
• 32:39
  selling happens. And technically speaking, yes,
• 32:42
  it's when people can buy. But the basis of when selling
• 32:45
  happens with a launch based model is much earlier than that,
• 32:50
  right? Like, I want you to think about
• 32:51
  again, back to our concert example, Taylor Swift didn't
• 32:55
  just randomly drop, hey, we have tickets now, right?
• 32:58
  She would tease things about something coming.
• 33:01
  She would tease that there was something in development.
• 33:04
  Same thing you'll see is a lot of the time with artists when
• 33:06
  they're teasing a new album, there is an initial energy and
• 33:09
  momentum that needs to be created well in advance of when
• 33:13
  it's actually available for purchase.
• 33:15
  Meaning the time when you're really creating energy and
• 33:19
  momentum to sell concert tickets is not when they're available.
• 33:22
  It's people leading up and waiting at their seat trying to
• 33:26
  be in line, first in line, second in line to get those
• 33:29
  tickets for the concert and not energy is created.
• 33:32
  That commitment is created to being ready to buy because of
• 33:36
  the earlier marketing and the earlier momentum that was
• 33:39
  created. So when you're doing a launch
• 33:42
  based model, I would say the the minimum impact is the open cart
• 33:46
  week. That's not something that is the
• 33:48
  basis of your entire launch. Everything leading up to that is
• 33:52
  just as if not more important than when the quote UN quote
• 33:56
  open cart actually happens. Now the other thing, which I
• 34:00
  hate to be the bearer of bad news, but I also will always
• 34:04
  promise to be direct with you and I know it's something that
• 34:06
  you appreciate. A lot of businesses that I work
• 34:11
  with have a very unrealistic expectation of what they feel
• 34:15
  should be the amount of sales they generate when really
• 34:19
  logistically they don't have the leads or the volume to support
• 34:23
  that. So even today I've, I've shared
• 34:25
  examples of a client that did 6 figures, a client that did half
• 34:28
  a million and you might hear that and be like, OK, that's
• 34:31
  what I want. I want that business and that
• 34:34
  might be possible for you. I'm not going to lie.
• 34:36
  There's a high possibility that depending on the current status
• 34:39
  of your business that that could be possible for you.
• 34:42
  But here's the thing, if you are somebody who has an audience
• 34:48
  between e-mail and social media, let's just say a 400 people,
• 34:52
  that's not possible for you. And it's not to say it won't
• 34:55
  ever be possible, but that's not a realistic target to generate
• 35:00
  half $1,000,000 of sales off of 400 people.
• 35:04
  Now, could I potentially get you a $50,000 launch, $100,000
• 35:08
  launch? Sure, right?
• 35:10
  With good marketing, that's something that is possible.
• 35:13
  But half $1,000,000 in context to an audience of 400 people is
• 35:17
  not actually logistically possible without growing an
• 35:22
  audience. You would have to have the most
• 35:24
  loyal, committed, like raving fan audience of anyone I'd ever
• 35:28
  met. And so the thing that's really
• 35:30
  important for me, and I think the thing that makes people not
• 35:33
  love the launch model is they feel like they're not seeing the
• 35:36
  success they desire with it. But the basis of that is that
• 35:39
  you're really creating the success metric in the launch
• 35:42
  business from an unrealistic standpoint.
• 35:45
  It's not realistic. The goals that you have in
• 35:47
  context to the audience you have.
• 35:49
  We also see this commonly with people who are trying to launch
• 35:55
  too often people who are like, I want to launch this and I want
• 35:58
  to launch this and I want to launch this.
• 35:59
  And I'm like, you got to give your audience A breather because
• 36:03
  to expect one after another of like half a million, half a
• 36:06
  million, half a million with two weeks in in between, it's not
• 36:10
  realistic. So we have to also be contextual
• 36:15
  with our goals of our launches to the context of our audience.
• 36:18
  And without doing so, you're going to be disappointed.
• 36:21
  So it's my job to be unfortunately the bearer of bad
• 36:25
  news, but also the reality check to say, listen, we can get you
• 36:28
  great success, but we can't guarantee you're going to get X
• 36:30
  if we feel like the numbers are not there to support it.
• 36:33
  And this is the other thing that is a mistake as well with
• 36:36
  launching. People don't understand that
• 36:39
  this is not just a matter of what you desire to do, what you
• 36:43
  hope to achieve, what you'd love to be able to do.
• 36:45
  This is actually just also the reality of the data.
• 36:49
  If I have, let's just say analogy, I have a room with 200
• 36:55
  people in it and I need to sell 8000 pairs of socks.
• 37:00
  Do we feel like that's realistic?
• 37:03
  Then maybe it's possible if I'm a really good salesperson and I
• 37:06
  give X amount to every single person in that room.
• 37:08
  But the likeliness is I'm probably going to sell anywhere
• 37:13
  between 500 to 1000 socks in that room of 200 people.
• 37:18
  And I could get say hey, you know, get one for you and get 3
• 37:21
  pairs for a family member or friend.
• 37:23
  But the reality is to sell 8000 socks in a room of 200 people is
• 37:27
  very difficult because there's not enough people with the
• 37:30
  problem to buy enough of the product.
• 37:33
  So not understanding that data is an essential understanding
• 37:37
  and launches is part of why people don't see the success
• 37:39
  they want. And sometimes why people fall
• 37:41
  out of love with the model of having a launch business is
• 37:44
  they're frustrated that they're not getting the outcome they
• 37:46
  want when really the outcome was not realistic based on the data
• 37:49
  that they had in their audience. That also, by the way, is not
• 37:52
  just the size of your audience, it's also the warmth of your
• 37:54
  audience. And this is something that can
• 37:57
  be changed. That's actually an easier
• 37:58
  problem to solve than a size because size takes time.
• 38:01
  When you have, I've seen also audiences with people who have
• 38:04
  200,000 followers on social media, but because their
• 38:08
  audience is not warm, because their audience is not engaged
• 38:11
  and frankly, they've kind of been neglected.
• 38:13
  They're not converting. And it's not because they need
• 38:16
  more people, it's because they haven't really paid attention to
• 38:18
  their audience. And now they want their entire
• 38:21
  audience to buy all of their offer.
• 38:23
  So that's also something to dive into.
• 38:26
  Most significantly and most commonly with the launch model
• 38:30
  is people get burnt out. People get, I want to, I want
• 38:35
  these big surges of cash. I want to have these big sales.
• 38:37
  I don't want to be promoting all the time.
• 38:39
  And it can feel really sexy. It can feel really exciting.
• 38:43
  But as I said, it requires planning, it requires effort, it
• 38:46
  requires preparation. And there's a lot that goes into
• 38:50
  generating A promotion and an effective launch at scale.
• 38:54
  So with this, I always tell people, we'll do a couple
• 38:57
  launches. We'll typically do anywhere
• 38:59
  between 2:00 to 3:00. And at that point, you will
• 39:02
  really know if this kind of style of business is really what
• 39:06
  you're cut out for. Meaning, is this something that
• 39:08
  with what it requires of you and also what it generates for you?
• 39:12
  Is this something that you feel is supportive?
• 39:15
  And it may or may not be, but the thing that we want to look
• 39:18
  at is giving you some experience launching before you decide that
• 39:21
  a launch style business is like the be all end all.
• 39:24
  I want to also say launch style businesses.
• 39:27
  I know we're going through a lot of pros and cons.
• 39:29
  We're going through some mistakes.
• 39:30
  You're thinking, oh man, there's a launch style business.
• 39:32
  For me, this is something I've seen many clients that I work
• 39:36
  with completely thrive in. So I also want to say that I
• 39:40
  don't want to demonize launch style businesses.
• 39:42
  Again, there's no right or wrong here, there's just the reality.
• 39:45
  I'm a big fan in business of going in eyes wide open.
• 39:48
  Meaning if you're going to go into a having like I want to
• 39:51
  launch business or I will never green business, I want you to
• 39:54
  know all of the different things to consider and look at and
• 39:58
  assess to really make sure that when you put that stake in the
• 40:00
  ground, you feel like, yes, this is exactly what I want and this
• 40:03
  is what feels right for me. They can be a very, very
• 40:07
  fantastic, super supportive style business, but you just
• 40:09
  have to kind of go in eyes wide open of what it looks like and
• 40:12
  what you'll be facing. Now let's go contrast.
• 40:15
  OK, let's flip the switch here. We're going to go Evergreen
• 40:17
  model, Let's talk pros and cons. Evergreen model, very stable,
• 40:22
  steady income. So we're not having these big,
• 40:25
  big surges. We're kind of again, think about
• 40:27
  launches are hurting 200 sheep, Evergreen is trickling in 220 or
• 40:32
  you know, 200 sheep kind of thing over a period of time.
• 40:36
  So because of that, there's the slow and steady, OK, there's a
• 40:41
  aspect of planting seeds every single day to overtime have this
• 40:45
  beautiful garden, IE leads that are generated for you.
• 40:49
  So because of that, you have this stability, you have
• 40:52
  stability of sales everyday, stability of, you know, chipping
• 40:55
  away and planting your seeds everyday.
• 40:57
  With marketing, you have this consistency and because of that,
• 41:01
  it feels very stable. There's not a lot of that
• 41:03
  emotional roller coaster that happens because if something's
• 41:06
  not landing, you can always just refine it.
• 41:08
  You can just decide that say I post something on a Tuesday and
• 41:13
  it doesn't get a very good response, guess what, try again
• 41:15
  Wednesday. Guess what, try again Thursday.
• 41:17
  Like you don't have a limited amount of chances at bat.
• 41:21
  So because of that, you can really just reiterate and refine
• 41:25
  over time every single day. So it as a benefit allows you
• 41:29
  more execution to find out what works because you're kind of
• 41:32
  always marketing and you're always selling.
• 41:34
  Now here's the downside, you don't get a day off when it
• 41:38
  comes to Evergreen promotion, when it comes to Evergreen
• 41:41
  marketing, when it comes to an Evergreen style business, it's
• 41:45
  always on, which means that if I am selling an offer day in, day
• 41:50
  out, we're not having on and off switches.
• 41:53
  It's always available, it's always being sold, it's always
• 41:56
  being promoted, it's always a call to action, it's always
• 41:59
  enrolling. So there's not really an off
• 42:02
  switch when it comes to an Evergreen style business.
• 42:07
  And because of this, there's typically the feeling, the
• 42:10
  burnout from this type of style is the fact that you kind of
• 42:15
  have to always be on, right? So like, it's good because it's
• 42:18
  stable and it's steady and you can always reiterate along the
• 42:21
  way and refine along the way, but it also means you're always
• 42:24
  working along the way. So it's just something to
• 42:26
  consider. The other thing that I would say
• 42:28
  is a big benefit for why most people go with an Evergreen
• 42:31
  style business is they don't like the stress and they don't
• 42:35
  like the pressure and the expectation that comes with a
• 42:40
  launch style model. That's something that maybe
• 42:42
  feels overwhelming. They feel like they want to have
• 42:44
  more time to reiterate, they want to have more time to
• 42:47
  refine. And so because of that, they
• 42:49
  like the ability to lean into the stable, to lean into the
• 42:52
  planting of seeds, to not feel like it's a make it or break it
• 42:55
  in this launch. They like the idea of being able
• 42:59
  to chip away day after day, week after week, month after month.
• 43:03
  So the problem or the, shall I say, you know, conflict at times
• 43:08
  with Evergreen that I see most people experience is that they
• 43:11
  feel like, well, Kate, I have no urgency.
• 43:13
  I feel like I have no urgency of like, why does someone have to
• 43:16
  buy right now? Why does someone have to invest
• 43:18
  in this offer today? And I'll give you a little
• 43:21
  tidbit. One of the things that is the
• 43:23
  biggest difference between a launch style business and an
• 43:25
  Evergreen style business when it comes to urgency is that launch
• 43:29
  style businesses create urgency around the product, which is
• 43:32
  that the product is here, the product's going away, service is
• 43:34
  here, the service is going away, the promotion is here, the
• 43:37
  promotion's going away. When you have an Evergreen style
• 43:39
  business, the urgency is not about the product, It's about
• 43:43
  the internal urgency. Meaning when someone's going to
• 43:47
  invest with you in Evergreen style businesses, it's not
• 43:50
  because the product was going to go away.
• 43:51
  It's because if they don't do this, they're going to end up
• 43:54
  where. What's the internal reason that
• 43:56
  they need to invest right now? What's the reason that they need
• 43:59
  to move right now? When it comes to their goals,
• 44:02
  their current problems, their pain points, their desires,
• 44:05
  What's the reason for that? That is the reason they need to
• 44:08
  move right now. They're not going to move in an
• 44:11
  Evergreen style because you have a timer that's going down.
• 44:14
  You know, for me, let's just say if I'm going to promote
• 44:17
  accelerator, I'm not promoting because the offer is going away.
• 44:20
  I'm promoting saying, hey, if for the last quarter your
• 44:23
  business has not been thriving, this is exactly why you need to
• 44:26
  do it right now because the next quarter not thriving is really
• 44:29
  frankly the difference of you going out of business or not,
• 44:31
  right? So I'm creating internal urgency
• 44:33
  to say, look at yourself, reflect in your problem as to
• 44:37
  why now's the time, don't focus on my offer and it will it be
• 44:41
  available next week, It will be here next week, but your problem
• 44:44
  will also be here next week, right?
• 44:46
  So we're creating the urgency around the problem, not around
• 44:49
  the product. Little tidbit for you.
• 44:52
  Now, the thing I will say with the downside of Evergreen is you
• 44:55
  don't have as much energy, you don't have as much momentum.
• 44:58
  So again, remember with launching, we talked about the
• 45:01
  fact we've got masses of people moving, lots of energy in the
• 45:04
  marketing, lots of people, you know, shifting and moving at the
• 45:07
  same time we're getting this FOMO feeling of people moving,
• 45:11
  should I move? You know, we kind of get all
• 45:13
  that with launching. We don't have as much of that
• 45:15
  with Evergreen, right? So we don't have as much energy,
• 45:18
  as much momentum. And because of that, it's
• 45:22
  something that we have to actually pay attention to and
• 45:25
  plant seeds to maintain and to create that energy.
• 45:28
  It's not going to create itself. So one of the important things
• 45:32
  when it comes to energy and momentum within the marketing of
• 45:35
  Evergreen is you have to create that we or somebody for example,
• 45:39
  with our marketing that we are using our media and our
• 45:42
  marketing very intentionally to constantly be looking to create
• 45:46
  momentum and to create marketing movement.
• 45:49
  Now because of it being Evergreen, another downside is
• 45:53
  there has to be a high reliance on strong systems.
• 45:57
  This isn't a multitude of different areas.
• 45:59
  You need to have strong, consistent daily marketing that
• 46:02
  allows you to trickle in leads each day.
• 46:04
  You need to have a strong sales system which allows you to
• 46:07
  convert people consistently each day.
• 46:10
  You also need to have a strong offering that allows it to do
• 46:15
  well with consistent people joining every single day.
• 46:18
  Evergreen is a successful model for businesses as long as you
• 46:22
  have the systems and the structures to support the
• 46:25
  marketing, the sales and the delivery within that.
• 46:28
  If you don't, it means that you are going to be planting Siege
• 46:32
  each day, but you're not going to be seeing any movement the
• 46:35
  way you want to, to scale your business.
• 46:37
  So there's the systems as an example would be do you know how
• 46:41
  to market each day to get people to move?
• 46:43
  Do you know how to set up the onboarding of your offer, the
• 46:47
  delivery of the inside of your offer to mean that it's not, you
• 46:51
  know, week one, week two, week three-week 4?
• 46:53
  Do you know how to be able to onboard one person on Tuesday
• 46:56
  and one person on Thursday and another one on the following
• 46:59
  Monday who are all at different stages of their journey and
• 47:03
  manage it all and maintain that all of them get great results.
• 47:06
  That is a byproduct of the level of systems that are required
• 47:10
  with an Evergreen business. So the good part about an
• 47:13
  Evergreen business is the fact that, you know, we've got this
• 47:15
  great income, we've got these always rolling sales coming in.
• 47:19
  We've got, you know, less stress on us because we don't have this
• 47:22
  big surge. We can kind of always be
• 47:23
  selling, but the downside is we don't have as much urgency.
• 47:26
  We don't have as much, you know, momentum and energy in a certain
• 47:29
  period of time. We also need really dialed in
• 47:32
  systems and strategies to maintain consistently generating
• 47:36
  results every single day rather than leveraging, you know, the
• 47:39
  energy and the marketing to have this big surge of results all at
• 47:42
  once. So if you're thinking about
• 47:45
  having an Evergreen business, the question becomes, well, what
• 47:47
  are things we need to be aware of?
• 47:48
  What are common mistakes people make with an Evergreen style
• 47:50
  business? The number one, number one thing
• 47:55
  that I see is people will say I'm just going to set it and
• 47:58
  forget it. No, no, there is no in Evergreen
• 48:04
  marketing and jet like sales everything.
• 48:07
  There's no set it and forget it. And listen, I have worked with
• 48:10
  course creators who have Evergreen funnels, meaning that
• 48:13
  they have a course that they they can sell or provide to
• 48:16
  anybody at any time. And So what they'll do is
• 48:18
  they'll have a webinar that's always available.
• 48:20
  At the end of that webinar, it pitches the course that then
• 48:23
  takes that person through emails that sell them the course.
• 48:26
  They buy the course and they go into it.
• 48:28
  This is not a set it and forget it.
• 48:30
  And I know that there's so much messaging in the online space of
• 48:33
  just like I set up this funnel and I sit on a beach and I drink
• 48:36
  Mai Tais. OK, yes, the goal is to
• 48:40
  obviously, of course, have passive sales.
• 48:42
  But here's the thing. Marketing changes people's
• 48:45
  desire what they want around an offer changes emails and how
• 48:48
  they land for people and what lands in subject lines and copy
• 48:53
  shifts and changes. What used to work in marketing
• 48:55
  and funnels even a year and a half ago is not working today.
• 48:59
  So this is the thing I want to note for anyone who's thinking
• 49:02
  Evergreen. A mistake and a mindset mistake,
• 49:04
  frankly that many people make is this belief that I can just set
• 49:07
  it and forget it. There is no setting it and
• 49:10
  forgetting it. You're constantly changing and
• 49:12
  refining and tweaking. That's the word I would have you
• 49:15
  use is to think you will be tweaking A funnel, you will
• 49:19
  tweak an offer, you will tweak your marketing and your sales.
• 49:22
  I am even marketing tweaking my marketing and my sales because
• 49:26
  some of my offers are Evergreen. And so I'm also thinking, well,
• 49:29
  how can I get more activated people each day and what landed
• 49:32
  for people before versus what lands now, right.
• 49:35
  So we're always looking to refine our marketing, our sales
• 49:38
  and our delivery. Also, something I see that is a
• 49:42
  big, big disconnect is the fact that people when they're doing
• 49:46
  Evergreen don't really necessarily know how to use
• 49:49
  organic social media or organic marketing in general to be a
• 49:53
  lead generator. Most people think that Evergreen
• 49:58
  businesses are really just like, I put up a post today, people
• 50:01
  will come my way. The thing that I want to notice,
• 50:04
  they're two totally different marketing strategies.
• 50:07
  So we talked a little bit about this and if you want to dive
• 50:09
  into that, we have an entire episode that is all about the
• 50:12
  actual strategy and structure of how to do a launch.
• 50:15
  But I want to kind of note this really quickly because it is
• 50:17
  something very important. When you're doing a launch,
• 50:19
  you're doing a big wave. Again, remember mass movement of
• 50:23
  people, you're doing a big wave of prom aware based content, a
• 50:26
  big wave of agitational content and a big wave of solution
• 50:30
  content. If you're thinking, if you're
• 50:31
  launching on social media that is.
• 50:33
  And again, emails a little bit different, you know, depending
• 50:35
  on where you're promoting podcast will be a little bit
• 50:37
  different. But generally speaking, you're
• 50:39
  doing those in big chunks. When you're doing Evergreen,
• 50:42
  you're doing prom, aware, agitation and solution all
• 50:45
  within one week. So think option a launch model
• 50:49
  is all one content week 1, all in a different type of content
• 50:53
  Week 2 and all a different type of content week 3.
• 50:55
  With Evergreen, you're doing day 1A style of content, day 2A
• 51:00
  style of content, day three, a style of content and you're
• 51:02
  constantly rotating. So it's a different style of
• 51:06
  marketing as well. And so I think the thing that is
• 51:08
  also really important for people to understand is that if you are
• 51:13
  somebody who wants to have an Evergreen business, you have to
• 51:17
  understand how to market Evergreen.
• 51:19
  Just like if you want to have a launch business, you have to
• 51:21
  learn to launch. If you want to have an Evergreen
• 51:24
  style business and generate daily sales into your offer
• 51:27
  service agency course, you know, consulting, whatever it might
• 51:31
  be, if you want to have that daily trickle in of sales, you
• 51:35
  have to learn how to generate that.
• 51:37
  And it's not something that is just posting on social media.
• 51:40
  So that's a big misconception. Is this belief that like, oh, to
• 51:43
  have an Evergreen business just means I post on social?
• 51:46
  Technically, yes. Am I posting on social?
• 51:48
  Sure. But it's rooted in a certain
• 51:51
  style of marketing, which is an Evergreen style plan.
• 51:54
  Evergreen marketing is not just putting up content each day with
• 51:57
  a call to action. It actually has a deeper
• 52:00
  underlay to it of what you're trying to do.
• 52:03
  The different types of content you should be putting out, in
• 52:05
  what order you should be putting them out.
• 52:07
  All those things really do matter to have success with
• 52:10
  Evergreen. So remember, if you're going to
• 52:11
  do Evergreen, it's not just about putting up social media
• 52:14
  content day in day out. It's building and understanding
• 52:17
  an Evergreen marketing plan and integrating that to your
• 52:19
  socials. The other thing that I also see
• 52:22
  when it comes to Evergreen is the fact that often times people
• 52:27
  don't have an offer that is designed to be an Evergreen
• 52:30
  business. So someone will go in and say I
• 52:33
  really want to generate sales every day.
• 52:34
  I really want to generate, you know, marketing each day that
• 52:37
  brings in leads and I love that. But you also have to make sure
• 52:40
  that your offer is designed to accept people everyday.
• 52:44
  Because someone will say to me, I had an agency who came to me
• 52:47
  and they said, you know, Kate, we really want to have an
• 52:49
  Evergreen business. We really want to have, you
• 52:51
  know, people always coming in. I said, OK, I love that.
• 52:54
  Like great, let's do it. And when we dove into it, we
• 52:56
  very quickly figured out that they had no capacity.
• 53:00
  They literally had no openings around their agency.
• 53:04
  So I said, OK, well if we're going to promote everyday, if
• 53:06
  we're going to sell this everyday, but your opening for
• 53:09
  your agency is five months out for your next opening, what are
• 53:12
  we promoting? What are we exactly selling?
• 53:15
  So we looked at, is the offer conducive to having an Evergreen
• 53:21
  style business? Meaning can your offer that you
• 53:23
  have right now actually accept people continuously and can it
• 53:27
  serve people continuously? Because I for example, have a
• 53:31
  another business that I work with and their offer is a cohort
• 53:35
  style offer, which means that they have literal start and end
• 53:40
  dates and they they rinse and repeat the start and end dates
• 53:42
  every single time they promote. So for that person to have an
• 53:47
  Evergreen style offering would mean that they would need to
• 53:50
  change their offer. Because to have an Evergreen
• 53:53
  style, you can join any time, but yet you have a kickoff and
• 53:56
  you have an end date on your program makes it extremely
• 54:01
  difficult without making some changes to get consistent sales
• 54:04
  coming in. So the other thing that can
• 54:06
  bottleneck people from an Evergreen model is also the fact
• 54:10
  that they don't really have a business that is supportive of
• 54:14
  an Evergreen model. And it means that, listen, I can
• 54:16
  give you all the marketing and all the leads, but if you can't
• 54:19
  serve those, it means that you actually don't have what you
• 54:23
  need to have to have an Evergreen style business.
• 54:25
  So one of the first things I actually ask people when they
• 54:27
  want to have an Evergreen style business is tell me about your
• 54:30
  offer because I want to understand what capacity you
• 54:34
  have. And or is this just a business
• 54:36
  where we're using Evergreen marketing, which is another
• 54:38
  style of Evergreen? You're using Evergreen marketing
• 54:41
  to build a wait list. So you're not actually opening
• 54:45
  all the time, but you're using marketing to build a wait list
• 54:48
  so that when you do open, you have this surge of people.
• 54:52
  Again, there's just different ways, there's so many different
• 54:54
  ways of leveraging this, but I just want to give you some
• 54:56
  examples. The other thing I would also say
• 54:58
  is I don't think a lot of people, I mentioned this earlier
• 55:00
  about urgency. It's really important.
• 55:02
  I don't think people understand how to make urgency.
• 55:05
  And I think because of that, they don't know how to maintain
• 55:08
  energy within an audience. They don't know how to maintain
• 55:10
  a level of urgency of why should someone move now.
• 55:13
  And so because of that, they struggle to sell, They struggle
• 55:16
  to market Evergreen, the struggle to sell Evergreen.
• 55:19
  And it's not because of lack of trying around, you know, posting
• 55:24
  or something, right? It's not that they need to be
• 55:25
  more consistent. It's not about any of those
• 55:27
  things. It's about the fact that I see
• 55:29
  people who don't really understand how to create energy
• 55:34
  each day within their marketing, each week in their marketing.
• 55:37
  And because of that, they struggle to, they struggle to
• 55:40
  sell, they struggle to generate consistent sales.
• 55:42
  So the other element I wanted to dive into here is the hybrid.
• 55:47
  And so that's really what my business is.
• 55:48
  So I'm going to kind of give you a quick sneak peek of what that
• 55:51
  means. And I have some businesses that
• 55:52
  I also support who do the same thing.
• 55:54
  How I want you to think about my business, which is a hybrid.
• 55:57
  So how I want to think about hybrid businesses are really
• 55:59
  people who have sales that they generate all the time, but they
• 56:02
  also leverage launches and promotions periodically.
• 56:05
  So I would say for me, I typically do some aspect of a
• 56:09
  promotion. This is a little bit different
• 56:11
  than a launch, in my opinion. A promotion is when something
• 56:15
  for a limited amount of time goes on sale.
• 56:18
  A launch is a little bit different because it really is
• 56:21
  the basis of a style of business.
• 56:22
  It's open and closed. The difference for me is mine's
• 56:25
  not open and closed. So for example, when we do a
• 56:28
  Black Friday promotion, our Black Friday promotion is
• 56:33
  one-of-a-kind. It's a, an offer, a discount, an
• 56:36
  added value, a limited time thing you will never get any
• 56:40
  other time of the year. So it's only happens every Black
• 56:43
  Friday. But with this this promotion,
• 56:47
  when it's done, you can still join our mastermind.
• 56:50
  It just means that the promotion is no longer available.
• 56:52
  So how I want you to think about it is remember that favorite
• 56:55
  pair of jeans we mentioned earlier on in the episode and we
• 56:57
  talked about how they're, you know, there's Evergreen, which
• 57:00
  is always having that jeans, that pair of jeans sitting
• 57:02
  there. You can buy them anytime.
• 57:04
  My mastermind is the equivalent of that pair of jeans.
• 57:08
  That pair of jeans is always sitting there.
• 57:10
  And let's just say that pair of jeans is $60.00.
• 57:13
  You can buy that pair of jeans any day of the week, but you're
• 57:17
  going to have a day where it's storewide 20% off.
• 57:22
  So if you buy during the week that the whole store is 20% off,
• 57:26
  you can get that same pair of jeans, IE my Mastermind, 20%
• 57:30
  off. If you don't move though, and
• 57:33
  you come back the following Monday, once the sale is over,
• 57:36
  the posters have come down, our marketing is done and you come
• 57:40
  back and you say hey, I want to join.
• 57:42
  You will pay the $60.00 for that pair of jeans.
• 57:46
  So what we do is we basically have promotions typically, I
• 57:50
  would say once every Max, I would say for sure that at the
• 57:56
  highest amount once every four months, but typically once every
• 57:58
  six months we do a big promotion and one of those is our Black
• 58:02
  Friday promotion. But when we do those promotions,
• 58:05
  those are surges of sales. So we leverage those to give us
• 58:08
  a little boost in our cash flow that typically most of those are
• 58:11
  six months offerings. So it means we have six months
• 58:14
  of payments that are coming in from those clients.
• 58:17
  And then in between we're still selling.
• 58:19
  So we're still going to offer people to join.
• 58:22
  People can still come into our programs and can still work with
• 58:25
  us in a bunch of different capacities.
• 58:27
  But what it means for us as we kind of get to dabble a little
• 58:30
  bit in both we get to have the fun and the and the boom and the
• 58:33
  energy of a big promotion. And we also get to, once the
• 58:37
  promotion is over and done with, still sell our offer and still
• 58:40
  serve people inside of that offer.
• 58:42
  So for me, what I found was cuz I've done both, I've done big,
• 58:46
  big launches. I've done only Evergreen.
• 58:49
  And for me the hybrid model is kind of where I found home.
• 58:52
  And by that hybrid, I would say the percentage of my business is
• 58:56
  70% of my business is Evergreen, 30% of it is promotions.
• 59:00
  But again, the distinction here being the promotions are where
• 59:04
  the offer, IE the discount, the added value, that's going away,
• 59:08
  but the offers not going away. Meaning it's not like this is
• 59:11
  the last spot you got to get it before it goes because if you
• 59:14
  don't get it, you can't join. Like none of that is inside of
• 59:18
  our promotions. It's just about the fact that if
• 59:20
  you want the discount, if you want the added value, that's
• 59:23
  something you got to move on when it happens because when you
• 59:26
  come back a week later, you won't be getting that.
• 59:28
  And so it's really just an opportunity for anyone
• 59:31
  especially, which is the part I love about it.
• 59:33
  Anyone during the Evergreen side who really is somebody who
• 59:36
  needs, and this is something we dive into within sale
• 59:39
  psychology. There are certain types of
• 59:41
  people who, when they are consuming anybody, even if it's
• 59:45
  not an online business, maybe it's not me, not you, they're
• 59:48
  looking at their favorite Hairspray or their favorite
• 59:50
  foundation. They will not buy it unless the
• 59:53
  Sephora sale is on. If the Sephora sales on, they're
• 59:56
  like add to cart, let's go and they're buying it.
• 59:59
  The same thing is true for people when they are consuming
• 1:00:02
  from someone who has an Evergreen business.
• 1:00:04
  There are certain people that they need some aspect of
• 1:00:06
  urgency. They need some aspect of
• 1:00:08
  promotion. They need some aspect of some
• 1:00:11
  kind of incentive. That is the reason that they
• 1:00:13
  should move. Now.
• 1:00:14
  It's not to say that because those people exist, you should
• 1:00:18
  automatically have a hybrid business.
• 1:00:19
  No, it's just an awareness that. For me, I saw, OK, well I like
• 1:00:24
  launching, but I don't like relying on launching.
• 1:00:26
  For me, I don't personally enjoy all the sales happen at one time
• 1:00:30
  and nothing in between. For me, it's not the lifestyle,
• 1:00:33
  it's not the marketing, it's not the kind of business that I
• 1:00:36
  desire. So for me, I looked at, OK,
• 1:00:38
  well, how can I have sales come in all the time, but then dabble
• 1:00:41
  a little bit in promotions in a way that feels fun for me.
• 1:00:44
  So I do those twice a year, three times a year.
• 1:00:48
  And outside of that, our programs are always open.
• 1:00:51
  So yes, it means we have good stable cash flow.
• 1:00:54
  We have, you know, a good consistent enrollment of new
• 1:00:56
  people coming into our world. We have just really this kind of
• 1:01:00
  rinse and repeat, if you will, of what we do in marketing day
• 1:01:03
  in, day out, and we tweak it over time to refine it to always
• 1:01:06
  make sure it's getting better and better outcomes.
• 1:01:08
  And then we do our promotions. We use a very similar model,
• 1:01:11
  like our Black Friday promotion is a very rinse and repeat type
• 1:01:15
  of structure. We make some tweaks based off
• 1:01:17
  each time we do it and what we learn from that.
• 1:01:19
  But generally speaking, it really is something that over
• 1:01:22
  time we pretty well rinse and repeat.
• 1:01:25
  So today we went through, you know what a couple different
• 1:01:28
  things we went through. What is each model?
• 1:01:30
  What are the pros and cons of launch versus Evergreen?
• 1:01:32
  What are mistakes that people make in each?
• 1:01:35
  And so for you listening to this, you may already be like,
• 1:01:37
  OK, listening. I already know what I want to
• 1:01:40
  do. I already know I want launch,
• 1:01:42
  right? I know I want Evergreen or I
• 1:01:43
  know I want your model Kate of hybrid, but I want to kind of
• 1:01:48
  give you some things to help you with deeper reflection if you
• 1:01:50
  feel like you're still not quite sure on which model you want to
• 1:01:54
  use. So first ask yourself, do I
• 1:01:57
  enjoy big promotion energy and feeling like I I can really lean
• 1:02:01
  in and show up and create this momentum and energy?
• 1:02:05
  Or do I feel like I prefer more quiet, consistent plant seeds
• 1:02:09
  everyday style marketing? OK?
• 1:02:13
  Am I OK and do I feel prepared to handle launch emotional
• 1:02:19
  stress? Would I say that it energizes me
• 1:02:23
  or would I say that it drains me?
• 1:02:25
  This is an important one because some people they're like, oh,
• 1:02:29
  I'm kind of stressed. Like I'm kind of like, like I'm
• 1:02:31
  excited about it. Like I'm kind of nervous, but
• 1:02:33
  I'm amped about it. I'm pumped about it.
• 1:02:36
  There's some people though that they're stressed about it and it
• 1:02:37
  literally makes them feel ill if they don't achieve their goal.
• 1:02:41
  They're stressed to the nines and not in a positive way.
• 1:02:44
  It's not like a, a nerves because you're excited.
• 1:02:46
  It's a nerves like I don't enjoy this feeling.
• 1:02:50
  So are you somebody who has that, that feeling of kind of
• 1:02:53
  like those internal butterflies and energy and you kind of get
• 1:02:56
  excited by that? Or is it something that you feel
• 1:02:59
  you almost are overly stressed by and you're nervous to have?
• 1:03:03
  Do you feel you can commit the time and the energy to be able
• 1:03:07
  to build strong systems to have an Evergreen style business?
• 1:03:11
  Meaning are you willing to put the time it takes into the
• 1:03:13
  offering? Are you willing to put the time
• 1:03:15
  in day in, day out to marketing and selling?
• 1:03:18
  And also, do I need in my business right now a big surge
• 1:03:24
  of fast cash flow or can I invest time in the slow and
• 1:03:30
  steady growth that comes with Evergreen?
• 1:03:33
  And another caveat to this question is could you do both?
• 1:03:37
  Could you use a promotion to create a surge and after that
• 1:03:42
  maintain consistency with Evergreen?
• 1:03:45
  These are questions that will help you to really look at what
• 1:03:48
  does land for me. And here's the thing I want to
• 1:03:50
  say, I don't want you to feel like whatever you pick today is
• 1:03:55
  set in stone. I have to pick a launch
• 1:03:57
  business. I have to pick an Evergreen
• 1:03:58
  business and I can't change my mind.
• 1:04:00
  I help businesses everyday who came in thinking they wanted to
• 1:04:03
  launch business and went the other way.
• 1:04:05
  I've also had people who've gone to an Evergreen business.
• 1:04:07
  I had somebody who I helped to make an Evergreen course and
• 1:04:12
  they wanted this to be put on autopilot.
• 1:04:14
  And she's like, Kate, I miss marketing.
• 1:04:16
  Like I, I, I miss like, she had it all, a completely automated
• 1:04:19
  funnel. So it meant that she really
• 1:04:21
  didn't need to promote a lot. And the marketing just that she
• 1:04:25
  was putting out every single day was what was generating the
• 1:04:27
  movement for her. But the problem was she kind of
• 1:04:30
  liked the launching. She kind of liked the energy of
• 1:04:32
  momentum. She kind of liked the big push
• 1:04:35
  and the surge of sales. So for her by taking that away,
• 1:04:38
  she was less excited about her business than she used to be.
• 1:04:41
  So it was our invitation to bring that back.
• 1:04:43
  So I want to invite you today to use this as a little bit of a
• 1:04:47
  check in, use it as a little bit of an audit and say OK, of these
• 1:04:50
  two models or even potentially 3, again, launch model,
• 1:04:53
  Evergreen model and hybrid, which do I feel like is me?
• 1:04:57
  Which do I feel like lands for the goals I have?
• 1:04:59
  What do I think supports me lifestyle wise?
• 1:05:02
  What kinds of ways do I enjoy to market and enjoy to sell and use
• 1:05:06
  this as an opportunity for reflection and listen,
• 1:05:09
  obviously, I, I mentioned to you every episode, I am always here
• 1:05:13
  DMS open to hear anything that kind of lands for you.
• 1:05:16
  And if I can be an advisement for you, I am always happy to
• 1:05:20
  dive in. So we also are always open for
• 1:05:22
  questions inside of our ambitious community.
• 1:05:24
  It's called the ambitious network.
• 1:05:26
  It is a free community for people like yourself who are
• 1:05:28
  listening like today. If you really just message us
• 1:05:30
  the word ambitious on Instagram, I'll send you the link.
• 1:05:32
  Or if you want to head to the show notes of this episode,
• 1:05:34
  whether on video or audio, you'll see that below for a link
• 1:05:37
  to join us. This is a community where you
• 1:05:39
  can also ask questions. So if you feel like you're
• 1:05:41
  listening today and you're like, I feel like I know what I want
• 1:05:43
  to do, but I'm not quite sure which model is right for me.
• 1:05:46
  Or maybe you're even in a model right now that you kind of want
• 1:05:49
  to switch the other side, but you're not sure what changes to
• 1:05:51
  make in order to do that. My messages inside of our
• 1:05:54
  community are wide open. So shoot me a message in there.
• 1:05:58
  I would love to have you inside the community and to connect
• 1:06:00
  with you and to formally be able to meet you.
• 1:06:02
  But I hope today was a aspect of clarity.
• 1:06:04
  I hope today was a, a light bulb for you of the different things
• 1:06:08
  you could consider in your business.
• 1:06:09
  And most importantly, a reality check that there's not a right
• 1:06:12
  or wrong here. This is not a matter of there's
• 1:06:14
  one model better than the other, one model easier than the other.
• 1:06:17
  It's really about picking the model that works best for you.
• 1:06:19
  So with all of that being said, thank you so, so much for
• 1:06:22
  listening and watching today and spending this time with me.
• 1:06:25
  I cannot wait to see you on the next episode.
• 1:06:26
  And, as always, stay ambitious.