Let’s talk about something that’s been coming up a lot in my DMs lately: the struggle with evergreen marketing. If you’ve been following along, you know I recently shared my thoughts on where launching is headed in 2025. Today, I’m diving deep into why some marketing strategies work brilliantly for some businesses but fall flat for others.

The Truth About Evergreen Marketing in 2025

Here’s the thing: evergreen marketing isn’t disappearing – far from it. But what worked a few years ago isn’t cutting it anymore. I’m seeing more entrepreneurs pivot from traditional launches to evergreen strategies, especially those who’ve been in the launch cycle for a while and are ready for something different.

Before we dive deeper, let’s get clear on terms. Launching means your program or offer is only available during specific time windows – you open and close cart. Evergreen means it’s available anytime. Simple, right? But there are nuances to this approach that you want to make sure you’re accounting for. So today, I’m touching on the most frequently asked questions around evergreen marketing.

Creating an Effective Evergreen Marketing Framework

One of the biggest concerns I hear is: “How do I sell multiple things without confusing my audience?” Here’s my hot take – your audience isn’t confused. They know you have multiple offers. The real question is how to get them to want your specific solution right now.

Instead of dedicating 30 days to talking about just one offer (like in a launch), you need to think bigger. About 60% of your content should focus on reputation-based content – addressing problems you solve as a brand, not just pushing specific offers.

Here’s how I approach this: rather than constantly talking about the specifics of my Rebrand Experience, I focus on broader topics like website strategy, layout, and conversions. These topics naturally tie into multiple offers while building our reputation as experts.

Let’s bust a myth: time scarcity is NOT the only way to create urgency. Here are other types of urgency your audience might have:

1. Convenience-based urgency
2. Emotional urgency
3. Financial urgency
4. Personal transformation urgency
5. Opportunity-based urgency

How to Transition from Launching to Evergreen

If you’re currently launching 3-5 times a year, don’t go cold turkey. Start by cutting your launches in half. Use the extra time to:

• Get creative with your marketing
• Develop stronger client acquisition systems
• Create deeper connections with your audience
• Test different marketing approaches

Success isn’t just about having your offer always available – it’s about consistently bringing in new leads. You’re calling in these new leads by addressing multiple types of objections and creating various types of urgency.

Another question I often see is “how can I maintain exclusivity with evergreen offers?” And you can absolutely maintain exclusivity while selling evergreen. Think beyond the basic “limited time bonus.” Instead, create strategic bonus packages that solve specific pain points for different segments of your audience. You can even address seasonal challenges your clients face!

For example: I might offer a brand photography guide as a bonus during wedding season for my photography clients, or a holiday marketing bundle in Q4 for my design clients. Limited time additions and seasonal variations are great ways to increase exclusivity and wake up a stagnant audience!

The Future of Your Evergreen Marketing Strategy

Your evergreen marketing strategy should feel as natural as breathing for your business. It’s not about forcing yourself into a box or following someone else’s blueprint. It’s about creating a sustainable, profitable approach that serves both you and your clients.

The key is to stop fixating on what everyone else is doing and start focusing on what works for your specific audience. Test different approaches, measure your results, and most importantly, give yourself permission to get creative with your marketing.

Remember, the most successful evergreen marketing strategies aren’t built overnight. They’re developed through consistent testing, measuring, and refining. Start where you are, use what you have, and keep evolving your approach based on what your audience responds to.

What’s your next step with evergreen marketing? Are you ready to make the transition, or are you still figuring out your perfect mix?

Listen to Related Podcast Episodes:

1. EP 137 – Stop Copying Your Coach’s Launch Strategy: Here’s What Actually Works
2. EP 110 – My Framework for Marketing with the Personal Brand Pyramid