Product Launch Copy

Launch copy is not about the product

The most common mistake in launch copy is writing about the product: its features, its specifications, what it does and how it works. The person you are writing for does not yet know whether the product is relevant to them. They have not made that determination. They are deciding whether to pay attention, not whether to buy. The copy that earns attention talks about their situation, not your product.

A product launch has a sequence problem. The landing page is not read by the same person in the same state of mind on launch day as it is six months later. The email sequence that works before launch is different from the one that works during the launch window, which is different again from the follow-up sequence for people who visited but did not convert. Each piece has a different job.

The pre-launch list

If there is a pre-launch list, every email to that list is an investment in the launch day moment. Building anticipation without overpromising, handling early objections before they become deal-breakers at purchase, and priming the list for what they are about to receive are the jobs of the pre-launch sequence. Most brands do not write these carefully enough.

What we write

Launch landing page copy that leads with the problem and earns the product description rather than leading with it. A five-email launch sequence covering pre-launch anticipation, day-of announcement, objection handling, social proof, and deadline. A press release written for editorial use rather than brand promotion. Announcement copy for social and email channels.