How should I structure a launch for a program that needs to be available to my clients all the time?

If your course truly needs to be available year-round, you can absolutely structure it as an evergreen offer, but I still recommend doing at least a few Live launches first. Live launching gives you valuable insight into what resonates with your audience, helps you clarify your messaging, and gives you the opportunity to connect more deeply with your students. These experiences will make your evergreen funnel stronger and more effective. I talk more about this in my podcast #490: The Business Model I Swear By: Live Launch, Go Evergreen, Repeat!

That said, when moving into evergreen, there are a few ways to keep engagement and urgency high:

• Use a Live launch or event (like a bootcamp or webinar series) to build excitement and momentum. Then, let your course stay open on your site afterward for people who need it.
• Offer a limited-time bonus or special incentive during your Live promotion to encourage enrollment, even if the course remains available after.
• Link to a replay of your webinar or training so people can still engage with your content before enrolling.

This is how I structure my evergreen course, List Builders Society. I offer it year-round, but once a year I do a Live mini-launch with a few exclusive bonuses to boost excitement and conversions.

If you haven’t already, make sure to check out the bonus training in DCA called How to Turn Your Live Launch into a Profit-Generating Evergreen Funnel. It’s released during week three of the program and walks you through how to do this step by step.

And remember, this is your business. You get to decide what works best for you and your audience.