Eric Siu explains why he stopped doing live product launches. The stress of cramming revenue into a few weeks, harder sales conversations, and burnout led him to convert his cohort-based course into evergreen instead.
I don't like launch marketing. It's a lot that's riding on this one week. And it felt quite stressful because it was like half of our business revenue was coming from these live launches. And we had 3 weeks of the year to sell tickets for these live events. It was fine initially when there was so much pent-up demand, but then it felt like we had to work harder and harder to convince people to sign up to the course. And that just felt kind of not nice. It's not nice to feel like you're the seller in a transaction. And so we decided, you know what, this is good money, but it's not worth it anymore. It's not worth the stress, not worth the headache. It's not worth the headspace that it takes to run live cohorts. Let's just turn it into an evergreen course.
