Live launches are exciting. They create urgency, drive large volumes of sales in a short time, and give co-production teams the chance to rally behind a well-timed campaign. However, live launches are also intensive. They demand weeks of preparation, daily engagement, and significant coordination between the expert and the co-producer. Once the cart closes, revenue stops—until the next launch.
That’s why many co-producers eventually look to evergreen funnels. An evergreen funnel allows you to automate your sales process, generate consistent income, and reach new students daily without the stress of live launches.
In this article, you’ll learn how to take a live launch you’ve already executed and transform it into a high-converting evergreen funnel, all within the co-production framework.
What Is an Evergreen Funnel?
An evergreen funnel is a pre-built, automated system that sells your course continuously. Unlike live launches, it does not rely on open/close cart windows or real-time events.
An evergreen funnel usually includes:
- A lead magnet
- An email sequence
- A pre-recorded webinar or video presentation
- A limited-time offer (via automation)
- A sales page and checkout
- Follow-up emails
The key difference is automation. The user experiences the funnel as if it were live, but everything is pre-scheduled and personalized based on when they enter.
Why Evergreen Funnels Are Ideal for Co-Produced Courses
In co-production, where two or more professionals share responsibilities and profits, evergreen funnels create several strategic benefits:
- Sustainable revenue: You don’t rely solely on big launches.
- Scalability: You can reach new audiences without repeating the same work.
- Focus on optimization: You can test and refine the funnel over time.
- Passive visibility: You build a steady flow of new students without burning out.
- More time for new products: Free up creative space for future co-productions.
Once your live launch is done and you’ve validated that your offer sells, turning it into evergreen is the logical next step.
Step 1: Review Your Live Launch Assets
Before building an evergreen funnel, audit your existing assets from the live launch.
Evaluate:
- Your lead magnet performance (opt-in rate, relevance)
- Email sequences (open rates, click-throughs, sales)
- Webinar or workshop recordings (engagement, retention)
- Sales page and checkout page performance
- Objection-handling and testimonials
These elements will form the foundation of your evergreen funnel. If something worked well live, it likely will work on autopilot too—with small adjustments.
Step 2: Select the Evergreen Funnel Format
There are several evergreen models to choose from, depending on your course and audience:
1. Evergreen Webinar Funnel
This replicates the live launch experience.
Structure:
- Opt-in to watch a webinar
- Pre-recorded webinar with an offer at the end
- 24 to 72-hour deadline with bonuses
- Follow-up emails
Use tools like EverWebinar, eWebinar, or Deadline Funnel to simulate urgency.
2. Email-Only Funnel
No webinar required. This is a faster model.
Structure:
- Opt-in for a free resource
- Email sequence with value + soft pitch
- Offer introduced in later emails
- Scarcity via bonus or discount with deadline
Ideal for lower-ticket courses or content-heavy audiences.
3. Just-in-Time Funnel
Webinar starts every 15 minutes or at the top of the hour.
Pros:
- High show-up rates
- Feels live and urgent
- Good for cold traffic
This format works well when combined with paid ads and clear positioning.
Choose the format that fits your niche, budget, and content assets.
Step 3: Prepare the Webinar or Core Content
If you hosted a live webinar or workshop during your launch, you can repurpose it into evergreen content.
Tips for evergreen webinar content:
- Remove references to “today” or “live” unless using a simulated live format.
- Keep the length around 45–60 minutes.
- Focus on value-first teaching with a clear transition into the offer.
- Emphasize urgency, transformation, and next steps.
- Include real testimonials and proof.
- Re-record sections if necessary to keep it clean.
A strong evergreen webinar converts leads on autopilot and builds trust at scale.
Step 4: Create an Evergreen Offer Structure
People need a reason to buy now, not later. In live launches, this comes from cart deadlines. In evergreen funnels, you must recreate urgency and scarcity.
Strategies:
- Offer a time-limited bonus (only available for 48–72 hours after the webinar)
- Use a fast-action discount (expires within 24–48 hours)
- Limit access to a bonus group, call, or worksheet
- Use expiring cart technology (Deadline Funnel or Thrive Ultimatum)
Avoid fake urgency. Use ethical, tech-supported scarcity that genuinely closes the cart or removes the bonus when time runs out.
Step 5: Build the Funnel Automation
Now, it’s time to structure the funnel technically. Map out each step:
Pages:
- Landing page (webinar or lead magnet)
- Thank you page with confirmation
- Webinar page or video delivery page
- Sales page
- Checkout page
- Bonus expiration page (if needed)
Emails:
- Registration confirmation
- Pre-webinar reminder emails
- Post-webinar value email
- Offer introduction email
- Objection-handling emails
- Final countdown emails
Use an email automation platform like ConvertKit, ActiveCampaign, or MailerLite. Map your sequences with precise delays and conditions.
Step 6: Drive Traffic to the Funnel
With everything built, your next job is to send traffic. You can use:
Paid Traffic
- Facebook and Instagram ads targeting cold leads
- YouTube ads for warm video content
- Google search ads targeting course-related keywords
Start with a small daily budget and track performance metrics.
Organic Traffic
- YouTube content that links to the funnel
- Instagram posts and reels
- SEO-optimized blog posts
- Email marketing to new subscribers
The evergreen funnel becomes your always-on conversion machine—but it needs consistent input to perform.
Step 7: Monitor and Optimize
No funnel is perfect from day one. After running traffic through it for 1–2 weeks, analyze:
- Opt-in rate on landing pages
- Webinar watch time
- Email open and click-through rates
- Sales conversion rate
- Bounce and drop-off points
Use tools like Google Analytics, Hotjar, or FunnelKit to track user behavior.
Then, test:
- Headlines and CTAs
- Email subject lines
- Webinar length or content order
- Bonus offers and deadlines
Small tweaks can dramatically increase your ROI over time.
Step 8: Maintain the Funnel as a Co-Production Asset
As a co-producer, you may be managing several evergreen funnels. Treat each one like a digital asset.
- Schedule quarterly reviews with your expert partner
- Update content as needed (tools, platforms, examples)
- Add new testimonials and case studies
- Test new hooks or opt-ins based on industry trends
You can also create seasonal offers or “mini-campaigns” within the evergreen funnel to boost performance without a full live launch.
Bonus: Combine Evergreen with Live Launches
Evergreen doesn’t have to replace live launches. You can alternate:
- Evergreen funnel running year-round
- Two live launches per year with exclusive bonuses
- Use live launches to re-energize and update evergreen content
This hybrid model keeps your audience engaged, brings new students in consistently, and gives you predictable revenue.
Final Thoughts: Evergreen Funnels Multiply Your Impact
In co-produced course businesses, time and energy are valuable. A well-built evergreen funnel allows you to scale without exhaustion, sell without pushing, and grow without constantly being in launch mode.
When done right, it becomes a long-term revenue machine—a system that works for you 24/7. But it requires structure, strategy, and collaboration between partners.
As a co-producer, leading this transition from live launch to evergreen can elevate your value, income, and brand. It’s not about automating everything—it’s about optimizing what already works, and doing it smarter.
Now that you know how, the next step is simple: take your best live launch, and make it evergreen.