This post is going to cover what copy you actually need for a launch.

I’ve been working on client launches for about six years now, and in that time, I’ve learned a lot about what it takes to cover your bases and plan ahead of time, so you’re not scrambling to write copy at the last minute! I want to share that knowledge I’ve gained the hard way with you.

The type of copy you’ll need for your launch depends on several factors: whether you’ve launched before, your launch strategy, what resources you have available, and so on.  This post will be a comprehensive guide to launch copy to help you nail your next launch.

My biggest piece of advice when you’re launching – especially if it’s your first time launching – is to really get clear on what a minimum viable launch looks like for your offer and what a dream launch would look like. Your actual launch will likely fall in the middle of those two things.

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Pre-Launch Event Copywriting

Your pre-launch events are going to require some copy, regardless of whether you’re doing a webinar or a free challenge. 

Pre-launch website pages

First up, you need a registration page. This will describe the pre-launch event and why they should attend. 

On the tail end of that, you need a thank you page.  Once someone registers they will see this page, which will include a secondary call to action. For example, you might ask someone to join your Facebook group or follow you on Instagram — whatever “next step” action you’d like them to take.

Pre-launch emails

After they have registered, you will want to send them a welcome email. You’ll need copy for this too, including a reminder of what they’ve signed up for and what’s to come. This will also include your secondary call to action. 

Depending on your launch strategy and schedule, you might need more pre-launch email copy. For instance, if you have a five-day challenge, you’ll need five emails written!

Don’t forget about promoting your pre-launch event, either. Getting people to your registration page will require an invitation. You can use this in an email to your entire email list, but be sure to repurpose that copy in social media captions. 

Other pre-launch copy

You might also want to consider creating a Facebook / Instagram ad (and ad copy) as a way to get more people involved in your pre-launch event.   

Launch Copywriting

For your launch itself, there is a lot more copy to be written. Again — think about your minimum viable launch versus your dream launch, and think about what type of copy you might need for each.

Launch website copy

The first thing you’ll need, in most cases, is a sales page. You’ll almost always need that. I typically recommend this regardless of what you’re launching, because it makes selling your offer on autopilot much easier.

The purpose of a sales page is to give your audience and potential buyers all the information they need to make an informed decision about whether this offer is the right fit for them. By having a strong sales page, you don’t have to worry as much about getting on sales calls or navigating drawn-out DM conversations with potential buyers.

Your checkout page will also need sales copy, so that you can leverage the space and continue selling your offer throughout the buying process. 

Think about how many times you’ve filled your cart with items, left the tab open for days, and then you end up abandoning the cart – for whatever reason. Including sales copy on your checkout page helps with this.I recommend reminding buyers what they will receive if they complete their checkout process. You’ll want to include anything that helps your buyer commit to their decision.

After someone buys your offer, you’ll want to direct them to a thank you page. Use the copy on this page to build trust with your buyer and continue building the relationship with them, even after they’ve made the purchase. 

Launch emails

You’re also going to want to plan time to write your sales emails. I recommend you send an email each day their cart is open. Then, on the day the cart officially closes, I suggest you send them at least 2 emails. This is what I call a last day email and a last call email. Your last day email should go out early in the morning of your final day and your last call email will go out that evening.

This may feel like a lot, but it’s important to remember that your audience is not paying as close attention to your launch as you think they are. The people paying super close attention will buy on day one or two. But everyone who’s still around on day seven or eight are the people you need to reach, because they’re the ones sitting on the fence.

Finally, it’s important to continue building a relationship with your buyers after they’ve purchased, and you can easily do this with a delivery email sequence. I recommend sending an initial product delivery email that’s full of brand voice and personality. If you are creating a series of emails,  you may want to check in with them every couple days to ensure they’re on a great path and happy with their purchase.

Launch Copywriting Starts in the Planning Process: The Bottom Line 

Getting set with all the copy you need starts as you plan out your launch, believe it or not! Start by making a list of all the copy you’ll need way ahead of time. You want this to be a part of your launch planning process so it doesn’t get lost or missed. Go through each step of the launch and examine what you’ll need to deliver the desired customer experience.

Use resources when and where you can. There are templates for most – if not all – of the things mentioned here in The Copy Template Shop. Especially for pieces of copy you’re dreading writing the most, purchasing a template can make the process much easier.

The messaging fundamentals need to be hammered out way ahead of time before you start writing this copy. It’ll feel SO much easier that way. 

Remember: get clear on your minimum viable launch. Don’t be overwhelmed by all of these things. Understand what you have to do to feel confident in your launch and proud of your work and go for it. You’ll then walk away knowing you did your best – and that’s all anyone can ask!

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.