After dedicating weeks and months to creating the best thing since sliced bread, your offer is finally ready. Hooray.
But before you get started with promotions and all, know that you’ll need to share more than the “regular” content to make your phone chime ~non-stop~ with sales notifs on launch day.
While creating a handful of educational carousels or promotional reels is good, it isn’t enough. And that’s because simply asking your audience to buy your program—because it’s the absolute thing that’ll change their lives—doesn’t guarantee that they will.
You need strategically planned messaging designed to get people to sign up and buy. You need launch copywriting.
Consider this your guide to every frickin’ thing: “launch copywriting,” because I’m going to break down what the term means, the copy assets you need, and how to DIY it the right way.
What is launch copywriting?
Launch copywriting means creating messaging that drives sales during your program or course launch. Oh, hi. I’m a launch copywriter, and that means I can help you create sales messaging like this.
The whole point of pouring your heart—and sacrificing work breaks and movie nights—is to create an offer people will buy and appreciate. That is, you want to make (1.) sales and (2.) impact.
That’s why you need copy that will get you launch results, especially if your offer is new to the market. Sales copy for a new offer has to be strategic—because your audience isn’t familiar with it—if you want to squeal with excitement and make happy dances as dream clients sign up on launch day.
Quick note: If you’re planning to launch your course and need help with developing a profitable strategy, you’ll find this launch workbook pretty helpful.
Launch copywriting examples for creatives
Now that you know what launch copywriting means, there are vital launch copywriting assets you need to know about and prepare as a course or creative who wants to launch something.
Here are the 10 launch copywriting examples (or assets) to get you conversions and sales:
- pre-launch copy
- tease-piece copy
- sales page copy
- open-cart/launch sequence
- post-launch copy
- ad copy
- quiz-funnel copy
- affiliate copy
- SEO website copy
Each of these copy assets has a role to play in the success of your launch. And while all of them are useful, some of them are must-haves, and these are the ones you should focus on.
You can find out more about the relevance of each copywriting asset here.
How to write launch copy that sells your program
At this point, you know what launch copywriting is about and the assets you’ll need for your course release. Now, let’s talk about proven strategies to DIY your launch copy so your dream clients are more than happy to sign up for your offer.
1. Figure out your ideal clients
Have you ever received a random, weird-ass Instagram DM or email that reads something like, “hi, we’re… and we can help your marketing agency…” when you’re obviously a “solo” mindset coach?
Well, I’ve received at least 99 messages like that, and my default response is always to trash them because the basic rule of marketing is to first “know who you’re selling to,” but they don’t ever do their homework.
You can’t sell to people you don’t know anything about. So before you start writing your launch copy, take the time to figure out who your ideal client is.
Who exactly is your offer for? What do they want to get rid of? What goals are they trying to achieve? What languages do they consistently use when addressing their situations, & how can you infuse these into your sales copy?
2. Create a launch strategy
Every successful launch, regardless of the business level, has a well-thought-out strategy behind it.
A launch strategy is a plan you set in place so your message and marketing processes follow a streamlined flow. It takes a holistic view of your editorials, pre-launch ideas, copy assets, funnel, and lead generation strategies.
Before you get on with writing your launch copy, ensure that your ideas align with the strategy you’ve mapped out.
Here’s a free resource to help you develop a launch strategy easily, whether you’re launching your course, program, or anything else.
3. Plan your messaging
There’s more need to “plan” your messaging than to simply write it. One of the launching mistakes creatives make is whipping up their sales copy at the last minute.
You can’t “let me quickly come up with something” your way to an influx of launch sales. So whether it’s your sales page copy, launch sequence, or pre-launch content, be intentional about writing them.
If your offer is frickin’ good, that’s the very reason your copy should match up and showcase this goodness.
One thing to keep in mind when writing your sales copy assets is to structure them according to what stage your ideal clients are at in your launch funnel.
Here are some effective prompts to get you started with planning and writing your launch copy:
- what theme or topic will your launch focus on?
- where will find insights into your ideal client’s needs?
- how will you use the data collected in your copy?
- what content formats and types will you use to promote your offer?
- What types of copy assets will you use for your launch? (Refer to the launch copywriting examples above)
- how will you tailor your copy to your launch funnel?
- how will you emphasize the benefits and transformations your offer provides?
4. Use empathy
While you might want to state the obvious, ensure you don’t shame your ideal clients. What am I saying?
Do not hammer at their pain points. Don’t agitate their frustrations. Instead, “empathize with” their pains. Let them see that you can relate to what/how they feel. Use empathy to establish a connection.
Truth bomb: Pain-point marketing isn’t bad, negative, or unethical—or whatever horrible adjectives people tag it with. It is, in fact, beautiful and wildly effective IF you do it right. And that is by using empathy.
For instance, flip your copy from:
The Balanced CEO is for you if you’re a busy solopreneur who is frustrated and burned out from working 24/7 and is looking to find a balance between working solo and living life. [This isn’t bad, but—]
To sound empathetically like:
You want to build your dream brand so badly that you’re on it 24/7. But being the chief everything officer of your business is making your body scream, “girl, I need a break.” The Balanced CEO is your answer to getting more work done without giving up beach spa weekends. [This is connection-focused.]
Empathy is understanding. It is reassuring. And it, sure as hell, is convincing. So, use it more in your sales copy.
5. Outsource your launch copy
Writing the perfect copy for your course launch can sometimes mean that YOU DON’T.
Launch copywriting is more than stringing together a long line of texts that get “uhmmm, this sounds nice” comments. It is a combination of research, strategy, sales psychology, and personality infusion that results in copy that makes readers go, “OMG, I need this—like yesterday!”
So, if copywriting isn’t your forte, you don’t have to exhaust 8 hours and 7 cups of coffee stressing over what to write for your pre-launch content, sales page, or funnel. I can come in and handle your launch needs, so you can focus on what lights you up.
Check out my done-for-you solution, and let’s chat about your course launch.
FAQs about my launch copywriting service
If you’re interested in working with me, here are quick answers to some questions that might be roaming through your mind. (More FAQs on my Services Page.)
01. What are the deliverables for your launch copywriting service?
You’ll find everything about my launch copywriting service, from pricing to deliverables, here.
02. How long does it take to complete a launch copywriting project?
The launch copy process, with your full cooperation, takes three to four weeks, depending on your offer. But if your launch requires that your copy assets be done sooner, let me know on your inquiry form.
03. How long in advance should I book my launch copy project?
It’s best to book anywhere from six to eight weeks before your launch date.
04. What if I don’t have a launch strategy?
It’s okay if you don’t have a launch strategy. This step is factored into every launch copy package. You’ll get a custom plan + editorials mapped out for you.
05. How do you guarantee results?
I create copy assets (using sales psychology and in-depth research insights that you won’t find on audience research tools) designed to help you achieve your launch goals. And that’s why my clients get results.
But, fair warning, conversions depend on other things beyond copy, such as your branding, automation setup, and enthusiasm. I’ll play my part, and if you’re ready to play yours, I want to work with you!
Your launch copy process just got a whole lot simpler.
Launch copywriting can look like a heckuva lot when you don’t know HOW to start. With the steps explained above, you will know what copy assets to prepare for your launch and how to write copy that’ll get you conversions and sales.
I desire that every coach and creative should launch profitably from a place of ease and confidence, and that’s why I created this workbook to help you plan your course or program launch for FREE.
If you’re planning a launch and would like to bring a copywriter on board to strategize and write your copy assets for you, subscribe to my launch copywriting package and tell me about your project.
And if you’re more of a DIY girlie, but want more structured guidance so you can get actual conversions and sales—or you’re not quite ready for a multi-4-figure launch investment—this strategy power session is the perfect solution for you.
Otherwise, you can check out the SO shop for juicy, standalone copy templates to simplify your launch.