If you’re a course creator, you’ve probably been there – riding the high of an exciting launch, only to crash into the low of waiting months before you can sell again. It’s an exhausting cycle, and for many, it’s not sustainable. But what if there was a way to create steady, predictable revenue without the stress of launching? Spoiler alert: There is.

In a recent episode of Business Origin Stories, I sat down with Caitlin Bacher, CEO of Scale with Success, to talk about ditching the launch roller coaster and embracing evergreen marketing. With over $11 million in revenue generated through her approach, Caitlin is living proof that you don’t have to play by the old rules to build a thriving, scalable business.

From Freelancer to Course Creator

Caitlin started out as a social media manager, writing copy, creating graphics, and engaging with audiences for her clients. After a while, she realized she was repeating the same process for every client and thought, “What if I could package this into a course?”

So she did. And it flopped.

Her first course launch barely broke even, thanks to massive upfront costs for ads, designers, and copywriters. She had poured everything into it, only to realize she was back at square one, waiting months for the next launch window. That’s when she discovered evergreen marketing – a completely different way to sell courses without the pressure of a countdown timer.

What Is Evergreen Marketing?

Unlike traditional launches, which open and close enrollment within a short timeframe, an evergreen model allows students to enroll anytime. This creates steady revenue, reduces stress, and helps course creators build sustainable businesses. But it’s not as simple as throwing a “Buy Now” button on your website. Evergreen requires a different strategy.

Key Takeaways from Caitlin’s Success

If you’re considering shifting to an evergreen model, here are some of Caitlin’s top insights:

1. Start Simple. Done Is Better Than Perfect.

Getting stuck in perfectionism is the fastest way to delay progress. Caitlin’s first course wasn’t on a fancy platform. It was a password-protected blog with Google Docs. Instead of obsessing over tech, she focused on getting the course out there, collecting feedback, and improving it over time.

2. Focus on One Clear, Tangible Result.

New course creators often try to cram everything they know into one program, making it overwhelming for students. Instead, narrow your focus. What’s one specific transformation your students can achieve in a few weeks? The clearer the result, the better the course will sell.

3. Evergreen Marketing Requires a Shift in Messaging.

With live launches, urgency drives sales (limited-time bonuses, countdown timers, and doors closing fast). Evergreen marketing, on the other hand, leans into clarity. Your messaging needs to spell out exactly why your course is different and why your audience should enroll today rather than waiting.

4. Price Your Course for an Evergreen Model.

Caitlin recommends keeping courses under $3,000 for evergreen funnels. Anything higher typically requires a sales call to convert. If you have a high-ticket program, consider offering a self-paced version at a lower price point to reach a broader audience.

5. Your Mindset Matters More Than You Think.

Caitlin emphasizes the importance of managing emotions, staying consistent, and embracing the learning curve. Instead of striving for perfection, she encourages course creators to focus on small, incremental improvements over time.

Making the Shift to Evergreen

If you’re tired of the launch grind and craving a more sustainable way to grow, Caitlin’s story is proof that a different approach is possible. By embracing evergreen marketing, you can create a scalable business that generates consistent revenue while giving you back your time.

Want to learn more? Caitlin offers a free masterclass, How to Generate Launch-Size Revenue Without Launching, where she breaks down the exact steps to transition to an evergreen model. Check it out at caitlinbacher.com and start building a more sustainable, profitable business today.

🎧 Listen to the full episode now on Apple Podcasts or Spotify.