If you plan to launch your course and hit set goals, you’ll need more than to share more than a few promotional posts.
There’s a need to build hype, create interest, generate leads, and, ultimately, increase sales through strategic messaging. And all this is the reason you need launch copywriting.
Some copywriting assets are vital for you as a coach or course creator planning to launch.
Here are the 10 important ones you need to know about. Not every one of these launch copy assets is “necessary,” and so I have classified them into two groups: the must-haves and the nice-to-haves.
CATEGORY: THE MUST-HAVES
1. Pre-launch copy
This is the copy asset you put out to build launch buzz and warm up your audience for your offer. You can choose to use one of all of the types in this category.
Social media copy
Everything you’ve been posting on your social platforms has always been posts or captions until you’re about to launch.
From the moment you map out your launch strategy, every post you put on your social profile becomes sales copy to fill your launch funnel with hot leads.
There are different formats and types of social copy you can share during your pre-launch strategy phase. The formats include short-form videos, long-form videos, carousels, text-based posts, and lives. Here are the types of social media launch copy you can share for your launch
- Educational posts to teach your audience
- Personal posts to connect and build trust
- Aspirational posts to help them envision what’s possible
- Promotional posts to sell your offer
- Walkthrough posts such as behind-the-scenes and sneak peeks to give them a tour of your offer or process.
Nurture emails
Move your primed audience from social media to your email list. Because, as you may already know, social media is unpredictable. You can be sure that almost all your subscribers will get your launch emails, but can you say the same for social media?
So, start building your list. Nurture your subscribers with pre-launch emails to prepare them even more for your offer.
Blog series
If you’ve built a reasonable amount of traffic for your business blog, this is the time to leverage it for enhanced launch visibility.
You can create a blog series on your launch topic with a call-to-action to sign up for a freebie or join your waitlist. This way, you’ll spread the word about your course launch and increase your subscriber count.
2. Tease piece copy
I advise using a tease-piece strategy to generate high-interest leads for your launch, whether it’s a course or program because it works.
So far, you have been getting eyeballs and some leads. But, at this point, you want to gauge your audience’s interest and take note of those who have a strong desire for the topic around which your offer is centered. These are the ones who will find it easy to become paying clients.
The tease piece should be more than a regular freebie. It should be of a higher value. It can be completely free or low-ticket. Think: free webinar, live masterclass, or challenge.
For this part, you should prepare the tease piece itself, a landing page for leads to sign up, and an email sequence on their next steps.
Your tease piece should lead into your open-cart period.
3. Open-cart/sales sequence
Once you announce that it’s your launch window and fling your cart open, you won’t just fold your hands and watch the sales roll in.
You have to hard-sell your offer, and for this, you’ll need to create your open-cart email sequence. You can also share these launch emails as social media posts to maximize distribution.
Essentially, your promotional copy should last anywhere from 7 to 14 days, depending on how long you want to keep your cart open. Here are some open-cart messaging ideas to help you create conversion-driven launch copy.
4. Sales page copy
With every open-cart message you send out, you should be leading your leads to a sales page.
I like to call it a money page. Because, if we’re being real, your sales page should be making you money.
A lot goes into writing a sales page because you want to ensure you’re hitting all the points of conversion.
Ultimately, your sales page should summarize everything you’ve been saying about your offer with a call-to-action asking them to buy the course.
5. Post-launch copy
Every launch needs post-launch copy because you don’t want to make sales and just disappear.
Your post-launch phase allows you to make adequate provision for your new clients. You should send “thank you” and onboarding emails to all the people who said yes to your offer.
Also, you should reach out to those who abandoned their carts (to see if you can still close them) and those who didn’t buy (to know what their hesitation was).
CATEGORY: NICE-TO-HAVES
6. Ad copy
If you plan to run paid ads for your course launch, you’ll have to create sales copy for this.
Your paid promotion plans might be social media ads, featuring in a newsletter your ideal clients read, or using influencer marketing.
Writing strategic ad copy for your launch ensures you don’t just get exposure but conversions and sales as well.
7. DM Scripts
Consider creating direct messaging (DM) scripts if your main promotion platform is social media.
This refers to sales copy for your social media inbox.
Basically, you create personalized DM scripts that can further increase your conversions when you have conversations with interested people.
So, in case someone is unsure about something or has questions about your offer before they can take the next step, your DM conversations should answer and reassure them that they’re making the right choice.
8. Quiz-funnel copy
Quizzes are a fun way to grow your email list, whether it’s for a launch or to expand your audience base.
If you plan to use a quiz funnel as the primary lead generator for your launch, then you’re going to plan out your quiz funnel copy.
A quiz funnel will include questions, answers, the main results, and follow-up emails per result.
9. Affiliate copy
Launching and promoting your launch is good. But, do you know what’s even better?
Having other people do it for you. You get to make more. If you promote your launch and close 5 spots, and 7 more affiliates close 1 spot each, that’s 12 in total.
You can create sales copy templates for your affiliate partners instead of leaving them to come up with their own marketing copy.
10. SEO website copy
This, too, isn’t a required copy asset for every launch.
But if you’re looking to launch your new business or website rather than a course or program, you’re going to need website copywriting that puts you in the spotlight.
Boost your launch sales with these copy assets
From this list of 10 copy assets, you should already know which one you need for your course launch.
Launching doesn’t have to be “scary.” With the right strategy and copy assets in place, you’ll have the confidence you need to sell your offer profitably.
Looking to plan your course launch with ease?
Get this launch workbook for free to strategize and prioritize your launch.
If you’d rather take your hands off the strategy and copywriting part of your launch so you can focus on showing up, check out my done-for-you funnel solution, and let’s chat about your project.
