Why you shouldn’t start with an evergreen digital product

In the last few posts I've talked about the benefits of live launching and one of the big benefits, of course, was that you can use it to validate your product idea before you've created it. So I love a live launch for that reason, because if I'm testing a new product that I haven't launched before, I will almost always live launch it because then I get that real-time feedback of people actually want this or people don't want this. And if people do want it, then I have the deadline to go ahead and create it a lot quicker than if I was waiting to be ready before launching it, so if I'd created all of it before launching it.

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If it's not selling in a live launch, it won't sell on evergreen

 

Today, I really want to talk about the misconception that a lot of people have where they might've done a live launch where they've had doors opened, doors closed, or cart open, cart close, and nobody's bought.

And then they think, “Well, that's okay. I'm just going to go and put it on evergreen, make it available to buy on my website all the time.” That's what I mean by evergreen. In this context, I'm talking about it's available for people to buy all the time. Let's keep it simple. I know some of you will already know about evergreen funnels, but I'm just talking about evergreen as in, it's available all the time. So a lot of people think, “It didn't sell on live. I'm just going to put it on my website and people can buy it all of the time. I'll be happy if I just sell one a day.” Cool, one a day sounds achievable. The problem is unless your live launch has converted, it probably isn't going to sell any better on evergreen, and I'll give you a couple of reasons why.

 

Live launches tend to convert better than evergreen because there is that urgency to buy.

When you have the doors closed or a bonus being removed or price increase coming in that creates urgency, and that urgency isn't about pressuring people into buying, it's about encouraging people to make a decision, a conscious decision about either, yes, I'm going to buy or, no, I'm definitely not going to buy rather than allowing them to procrastinate that decision. That's what the point of having urgency there is. It's so that they stop procrastinating and they stop thinking, “Well, I'm just going to try and do this by myself and if it doesn't work I can come back and buy this product because it's available all the time.” We don't want that because we're just delaying them getting the result that they can get so much quicker by buying your product. We also, with a live launch, have the ability to address objections and questions in real time, especially if you're doing something like a webinar, which I highly recommend.

So, when you are delivering a live launch, you can address those objections and answer those questions as they pop up. Somebody might ask you a question or they might bring up a hesitation that they have about buying your product and you'd never even considered that somebody might have that hesitation, and you can address that hesitation straight away, get that out the way, and then that's made their buying decision super easy.

Whereas when it's evergreen, it takes a little bit more for somebody to email you or DM you and ask you, “Hey, I'm thinking about buying but this hesitation's come up,” that's not as likely to happen.

 

The other really good benefit of live launching first is that, when you're live launching, it's probably going to be to a warm audience.

These are going to be the people who have been following you for a while and if you can't sell in a live launch to the people who are already warm, strangers are not going to buy from you on evergreen. If the people who already know you, like you, and trust you, if they're not buying from you then people who don't know you, like you, and trust you, aren't going to buy from you. So I guess the biggest thing that I'm trying to get across is, yeah, you can put your product on your website, but you're going to get much more effective and efficient results by live launching it first, even if live launching terrifies you.

And it can be terrifying, absolutely, but I think it's absolutely a valuable growth lesson, a valuable marketing lesson, and it can have a huge impact financially for your business in a great way.

 

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