Evergreen vs. Launch Marketing
What's best for you?
Hey welcome to this edition!
Welcome to all the new subscribers who recently joined!
2026 is approaching and you might want to optimize your marketing strategy.
So today I am covering a crucial topic:
Should you run an evergreen or a launch marketing strategy?
In this edition you’ll learn:
What are evergreen and launch marketing strategies?
Which one should you choose depending on your objectives?
How I combine them into a unique growth system?
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What are evergreen and launch marketing strategies?
Evergreen and launch marketing strategies are the exact opposites in terms of energy, timing, mindset, and day-to-day operations.
I’ve tried both strategies and they’re completely different; they feel like a different job. And depending on your sensibility, one will be better than the other one.
Evergreen brings you steady cash flow while launches give you short-term cash injections
🟢 Evergreen: Continuous, all year long; aims for consistent, long-term compounding growth.
🟡 Launch: Short, high-intensity window; aims for short-term revenue spikes and momentum.
So the question is:
Based on your personality and business, would you prefer an evergreen or a launch strategy?
Both have pros and cons so your choice depends on your personality and how you like to operate.
I did 2 course launches in 2024, 1 agency launch in March 2025, 1 course launch in September 2025, and 1 bootcamp launch in May 2025. The new agency’s public launch generated 28 qualified meetings and filled our clients’ pipeline for 3 months.
But let me tell you one thing:
Launches are very efficient, but tiring.
In the meantime, evergreen only can feel slow.
Evergreen Marketing:
Pro: Builds stable & compounding revenue with systems.
Con: Grows slowly and requires patience before momentum kicks in.
Launch Marketing:
Pro: Creates rapid cash injections and strong market excitement.
Con: High stress during peak periods due to higher risk of failure
I created this recap infographic:
Which one should you choose depending on your objectives?
Evergreen Marketing is Best for:
Businesses that want predictable, steady MRR and long-term compounding.
Founders who value stability, systems, and consistency over intensity.
Launch Marketing is Best for:
Creators and brands that thrive on momentum, visibility, and event energy.
Founders who enjoy campaign cycles, storytelling, and live engagement.
Of course, the nature of your offer will have an impact on your strategy. Teams selling evergreen offers (courses, software, retainers, memberships). Offers that need urgency to convert (cohorts, limited-time programs, product drops).
How do I combine them into a hybrid growth system?
Benefit from the cash flow security (and peace) of evergreen while adding sparks of momentum during key seasons of the year
Back in 2024, I spent 2 months preparing a course launch that generated around $50K in 15 days. But right after that, I realized I couldn’t live on launches alone. I needed stability too so I started building my hybrid system.
Here’s the simple system to combine evergreen marketing and launches
Evergreen and launch marketing both aim to generate predictable revenue but differ in tempo and energy. The truth is that you can combine them into a hybrid growth system.
In a nutshell:
Keep evergreen running year-round for steady MRR.
Launch 3/4 times per year for momentum & cash injections.
Together, they create consistent growth + high-impact peaks.
Here’s what it looks like when you combine both revenue patterns:
The hybrid system is the best approach for 3 reasons:
Most of your growth comes from steady sales from your main offer.
But you also build momentum during the peak seasons of your industry.
So you secure a monthly recurring revenue, and quarterly cash injections.
Pro tip: build your Hybrid Evergreen/Launches plan based on your industry peak seasons
Each industry has its own peak seasons. I remember a client who was targeting CFOs, he told me:
“at this time of the year, you literally can’t talk to them as they’re too busy”
but he also told me “but at this time of the year, they’re planning the budgets so 80% of my revenue is secured during that time.”
Your industry (or ICP) might not be that straightforward, but it’s your job to analyze it and identify the key peak periods.
Here’s an example of a simple yearly plan:
Alright that’s the end of this edition! I hope it will be useful for your marketing strategy!
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