After four years of selling my signature offer on evergreen, I made the risky decision to switch to a campaign model and it completely transformed my business.
I'm sharing exactly why I abandoned the "always available" approach (even though it served me well) and moved to exclusive, time-limited campaigns for The Rebrand Experience. The truth is, I felt completely capped on evergreen. I was repeating the same revenue numbers year after year despite working harder and creating more content. I was tired of selling the same thing every single day just to hit three-quarters of my revenue goals, with no space to introduce new offers or experiment with different strategies.
The switch wasn't easy, and it definitely wasn't without risk. I had to completely restructure our delivery systems to handle 12 clients in 30 days instead of spreading them across a full year. I had to create backup financial plans in case the campaigns flopped. Most importantly, I had to stick to my word about exclusivity, even if it meant potentially leaving money on the table by not reverting to evergreen pricing between campaigns.
But here's what I learned: evergreen taught me everything I needed to know about my ideal client, messaging, and objections before I ever launched. Those four years of selling without urgency forced me to get incredibly sharp with my positioning. When I finally did launch, I had two back-to-back six-figure campaigns because the foundation was rock solid. Now I have six months of runway to experiment with new offers, expand my marketing, and plan strategically for 2026 - something I never had when I was selling the same offer 365 days a year.
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