It’s the beginning of a new year, and what comes with that is a lot of new offers!
If you’re anything like me, the downtime over the holidays got your wheels turning and spurred tons of new ideas that you’re excited to put into action now that we’re up and running in 2022.
With that being said, in this post, I’m talking about launch messaging. This will cover what types of things you should consider from a messaging perspective as you sit down to plan your upcoming launches, ideally before you start writing any of your sales copy.
Brand Messaging vs. Launch Messaging
When messaging comes up, most think about brand messaging. But messaging is also such an important part of a launch.
Yes, there will be overlap between your overall brand messaging and your launch messaging, since you’re essentially talking to the same audience. But with launch messaging, it’s important to be specific.
That’s because offers are meant to best serve different people. Because all of our offers are different, our offer messaging needs to be different, too. It’s important to narrow in on the language used to position our offers (both within our product suite and the wider market) before we write any launch copy.
You’re probably wondering what that means. What does that look like in practice? There are six things to focus on, which I’ll go over below.
Reconnect With Brand Messaging
The first is to reconnect with your brand messaging.
The overlap between your launch messaging and your brand messaging is all about your why. Why are you doing what you do? What is your vision? It’s time to reconnect with that.
The Offer Itself
The next thing is the offer itself. You need to get clear on your offer. What are you offering your buyer? What are all of the outcomes? What’s the desired transformation?
You’ll also need to get clear on your refund policy, all the included modules, payment plans, and so on. Also, understand why each aspect of the offer is included.
You also need to understand your own motivation for creating this offer. Why this program or course? What is the reason for it and each of its features?
Your Launch Strategy
It’s so important to map this out. You need to decide what the journey that you’re taking your buyer on will consist of. Think through things like incentives, waitlists, and so on.
Who Your Dream Buyer Is
For this specific offer, you need to gain a clear picture of who your dream buyer is. Narrow in on that and get specific on it. Understand what problem is driving their desire for this offer, and what overall outcome they’re looking for by investing in your offer.
This is the most important thing to get clear on because it will impact your messaging across the board.
Objections and Hesitations
Your buyer may experience objections or hesitations around investing in your offer. This is something that people struggle with, so we’ll talk about it in more detail later this month.
But for now, think about some valid reasons that potential buyers may have for not going through with purchasing.
Consider the Relaunch Aspect
If you’re relaunching an offer, you’re sitting on a messaging goldmine! You can go back and use testimonials, case studies, and other transformation tidbits to inform your launch messaging.
You can also use frequently asked questions you received in the original launch to include in your messaging this time to give people all the information they need to buy.
The Bottom Line: Being Thorough Leads to Good Messaging
Mapping out all of these topics and gaining insight into these questions will help you in being super clear and concise in your messaging.
Doing this work ahead of time will make a world of difference in speaking directly to your dream buyer and converting to sales. We’ll go over these items more throughout this series, but this high-level overview is a great way to get your wheels turning about your own offers.
Thank you for reading! If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you!
And if you’re ready to set up your launch sales copy for your upcoming offer, head on over to the Copy Template Shop to grab your sales copy templates today!
See you back here in the next post — and remember, I’m rooting for you, always.
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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© Megan Taylor 2016 - 2022