Product Launch Formula — Should You Do Product Launches Or Evergreen Marketing? | TBS #120

2) Evergreen Marketing

In a Jeff Walker style product launch you open the cart for a short time only. This creates urgency and scarcity. Then you pull the product off the market or get rid of certain bonuses or special prices.

Evergreen marketing is when you leave the cart open all year and interested people can buy your product any day of the year. This is the most common way.

I suggest deciding based on supply an demand.

If you have a small community and list, it means there is small demand for your product. In that case it makes sense to limit the supply with scarcity and urgency to make up for the lack of demand.

So if you’re just starting out and are operating with small numbers, I would use product launches to help you gain more leverage. There will be a higher need to “act now” because supply is limited. They either they act now or will lose the opportunity. Whereas if you sell evergreen, people don’t need to make a decision now and will just postpone it.

But if you have a large community, audience and list, it makes more sense to sell evergreen. If you get daily inquiries about e-books, courses and products and people want to buy your stuff all the time, it means there’s a high demand for your information products.

In that case I would switch to an evergreen model, because when demand is so high, you don’t have to forcefully limit the supply.

You can just have a nice flow of daily and weekly sales.

Always remember: Supply vs. demand.

That’s the right way to decide which type of product launch you do.