Holy launch!
If you’ve ever planned and executed a launch or promotion of a product or service online, then you already know just how crazy-making it can be.
There’s a ton that goes into preparing a proper launch, and when you’re not used to launching products online, the entire launch planning process can be overwhelming to say the least.
The best advice I can give you is to PLAN IN ADVANCE and KEEP IT SIMPLE.
Trust me, it feels so good to get tasks, preparation, and content finished for your launch before it actually happens. The launch will still be crazy busy and you’ll be working at all hours, but at least you won’t have the added dread of feeling like you haven’t prepared the most important bits.
Today’s video is focused on the copy that you need to write for each online launch or promotion. This is far from a one-size-fits-all list, but in my experience, about 90% of online business launches will need 90% of the elements on this list:
And before I forget, you can grab a copy of the ultimate list of copy you need for your next launch below this video. The checklist is a great resource for you to download, print, and keep as you prepare the next big promo for your business:
I bet your tribe would love it if you shared this launch planning checklist with them on Twitter:
Here’s a list of the pieces of copy you’ll need for your next promotion:
PHASE 1: Pre-Launch List Building + Nurturing:
This is when you are building excitement and hoopla around your topic by offering a free pre-launch training like a video series, email training, webinar, etc. Here are the 7 basic pieces of copy you’ll need:
- Lead generating free training or event
- You need to write the content for this event in a strategic way. If you’re doing a webinar, see my video on how to pick the perfect webinar topic.
2. Hype emails
- Invite people on your list to enjoy your pre-launch training. I always recommend segmenting or separating your main list from the list of people who are interested in the specific topic that you will be teaching during your launch.
3. Ad copy for list building
- Do you want to use Facebook ads to build your list during your launch? Launches and promos are always the biggest list building times for my business and are a great opportunity to invest in highly qualified traffic. If you do ads, you’ll need to write ad copy.
4. Engagement emails during free training
- Whether you’re doing a webinar, video series, email-based training or whatever, you will need to keep your people engaged while the training is happening by sending them an email every few days.
5. Landing page to opt in to free training
- How do people sign up for your free training? You’ll need a landing page where they opt in. This page is super important and needs to have great copy to entice people to sign up for the training if they’re coming from ads or even your general list.
6. Thank you page for free training
- Immediately after opting in, I should be directed to a “thank you” page that tells me what to do next (like share the event on Twitter or Facebook). I create these kinds of pages using LeadPages and they are essential if you want to set up conversion-based ads in Facebook.
7. Social media posts
- If you have a following on any social media platform, you’ll want to create content to tell them about your free training. You can do this by writing tweets, Facebook posts, doing Periscopes on relevant topics, etc.
PHASE 2: Launch Nurturing + Sales
Once you open the cart for people to purchase your offer, you’ll need the following four pieces of copy:
- Sales page
- This is the big kahuna and my favorite piece. Why do I love sales pages so much? Because regardless of what kind of launch or promotion you’re doing, you need a sales page to sell your offer! The sales page is where people decide whether or not to buy your offer and needs to have all the right information in the right order to make your offer irresistible.
2. Launch email sequence
- Once you open your cart, you need to send strategic nurturing emails to your interested list to give them the details about the offer, overcome their big objections, and let them know when your cart is closing or the promo is ending.
3. Social media posts
- Again, it’s great to do some social media promo of your product once it’s available. However, take note that there’s a lot more of this type of promo involved in the pre-launch because it’s a way better way to get people excited about your offer.
4. Ad copy for retargeting
- Re-targeting is when you show advertisements to people who have already shown interest in your offer. While I don’t recommend showing Facebook ads for your sales page to “cold” traffic or people who are unfamiliar with you, I do think it’s a great idea to target people who are already on your interested list and have shown interest in what you offer.
