Product launches vs. Evergreen sales
There are two ways that most creators sell their courses:
Through product launches, or event-based sales that happen during a specific window (e.g. a week). Outside of that window, enrollment for the course is closed.
An example of a launch-based course is Brian Dean's SEO That Works:
Or through evergreen sales, which are always available to anyone who wants to buy. See how creator Aja Edmond's Podia Storefront lets students purchase any of Aja's evergreen courses:
There are pros and cons to each:
- Product launches help to create urgency, motivating your prospects to act before the cart closes. But they’re also much more time-consuming, and “launch week” is an exhausting time for many creators.
- Evergreen courses lack the urgency of product launches, but they also lack the concentrated time commitment that launch week brings. You can use other strategies to create a desire to buy (which we’ll cover below).
To get your first online course sale, we recommend starting with an evergreen sale. It’s easier, less time-consuming and can be done without having a big audience to start with.
However, if you want to do a launch, consider stacking the deck in your favor and reading our guide to Pre-Launching Your Online Course and Growing Your Email List.
No matter which approach you choose, many of the sales and marketing best practices remain the same. Let’s dive in to ensuring that your course sells!