If you’ve been in business for any amount of time, you’ve likely experienced the chaos of a launch. The all-nighters, the stomach cramps, the constant refresh on your sales dashboard, praying that things will pick up.
It’s exciting. It’s stressful. It’s unpredictable.
But, let’s be honest—while launches can help get a business off the ground, they’re not the long-term solution for sustainable growth.
You might be thinking, “But Justin, launches work for me! They bring in big sales fast!” And yes, that’s true in the short term. But here’s the problem: launches aren’t scalable. They leave you caught in a cycle of highs and lows, struggling to keep momentum between launches.
And if you’re relying on paid traffic during your launches? You’re making it even harder to succeed.
Let’s break down why this launch model isn’t the business-building strategy it’s cracked up to be.
1. The Unpredictability Factor
Launching is like rolling the dice. One launch might crush it, and the next could bomb. If you bet too big and things don’t go your way, you could lose a lot of money. But if you bet too small, and the launch does well, you’re left regretting not going all in. The rollercoaster ride isn’t just a financial headache, it’s emotionally draining too.
2. Paid Ads: Not Built for Launches
Here’s where it gets tricky—ad platforms like Facebook, YouTube, and Google all use highly advanced learning algorithms. These algorithms thrive on consistent, predictable data. When you’re constantly changing your objective, shifting from pre-launch to open cart to post-launch, you’re forcing these platforms to start from scratch each time. The algorithms need time to learn and optimize, and launching disrupts that process.
In the long run, this makes your paid traffic less efficient, and the ads aren’t able to perform at their best. This means wasted ad spend, and a slow path to achieving profitable results.
3. Shutting Down the Money Machine
One of the most frustrating parts of the launch cycle is shutting everything down once the launch ends. You’ve finally got your ad campaigns optimized, your sales rolling in, and then—boom—you turn it all off. You close up shop until the next launch cycle begins, forcing yourself to go back to square one. If you’ve been through this, you know how exhausting it is to build momentum, only to lose it the moment you pull the plug.
So, What’s the Solution?
You need a system that works all the time. A predictable, steady stream of sales that doesn’t require you to burn yourself out with each launch.
That’s where evergreen marketing comes in.
Evergreen marketing is all about building a continuous flow of leads and sales, day in and day out. Instead of relying on big bursts of activity that burn you out, you create a sustainable process that keeps your business running smoothly. It’s like building a machine that runs itself, making money while you focus on other things—like scaling your business, improving your services, and spending time with your family.
Here’s how to make the shift:
Create Consistent, Long-Term Campaigns: Stop focusing on the short-term spikes that come with launches. Instead, run paid ads that bring in consistent leads over time. You can do this by focusing on targeted, high-converting keywords, crafting compelling landing pages, and creating retargeting ads that nurture your leads until they’re ready to convert.
Leverage Email Marketing: One of the most powerful tools in evergreen marketing is email. Build an email list that you nurture over time, providing value and keeping your audience engaged. When you have an email list of people who trust you, you don’t need a flashy launch. Instead, you can send personalized offers to people who are already familiar with your brand.
Optimize Your Website and Funnels: Your website should be optimized to capture leads even when you’re not actively running ads. Make sure your site’s navigation is easy, your value proposition is clear, and your call-to-action buttons are prominent. If you’re building a strong funnel, people will flow through it, leading to consistent sales, even when you’re not in full-on “launch mode.”
Scale Gradually: With evergreen marketing, you can scale without the rollercoaster ride. Once you find what works—whether it’s paid traffic, organic social media, or email marketing—you can keep increasing your investment gradually, knowing that the results will follow.
The Evergreen Marketing Bottom Line
If you’re tired of the chaos of launches and the emotional drain of high-risk, high-reward cycles, it’s time to shift to a more sustainable way of doing business. Evergreen marketing isn’t a quick fix—it’s a long-term strategy that gives you the ability to scale steadily and profitably. It allows you to stop living from launch to launch, and instead, build a business that thrives every day.
This is the kind of marketing that works for haulers like you. It’s predictable. It’s sustainable. And most importantly, it’s repeatable. Let’s get off the rollercoaster and start building the steady, predictable growth your business deserves.✌️
Justin Hubbard
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