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What is Launch Copy?

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A full-time mom of three, military spouse, and freelance copywriter serving clients worldwide from my home in beautiful Coastal Virginia.

Hi! I'm Kathryn.

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And Why is it Just as Important as the Product You’re Launching?

Yup, I said what I said. 

Launching a new product or service is an exciting time for any business. But there’s one aspect of the launch that often gets overlooked – the copy! Launch copy, also known as pre-launch content, provides critical information about your new offering and helps to build excitement and anticipation around it. 

Unfortunately, many businesses don’t understand how necessary this type of content can be in driving successful launches.

Today, I’m exploring why launch copy is just as important as the product you’re launching and what steps you need to take to ensure its success. We’ll cover topics such as creating a compelling story for your launch, crafting effective messaging, using visuals to make an impact, and more! 

Ok so what exactly is included in all of this copy?

Quite a bit depending on your strategy!

Launch copy is designed to generate buzz and interest in the upcoming launch, and can include things like blog posts, social media updates, email campaigns, videos, and webinars. The purpose of pre-launch content is to build anticipation and excitement for the launch, and to start generating leads and sales before the official launch date. It can also help in validating the product-market fit, or to gather feedback from a targeted audience to fine-tune the product before the official launch.

That buzz you’ve generated leading up to your launch date will have people watching… waiting… for your product to go live! 

Crafting a Compelling Narrative for Your Launch

Creating a captivating story for your launch is crucial. It enables your future clients / target audience to understand what you’re introducing and why it’s unique. To craft an effective story, you should clearly convey the product’s purpose, its potential benefits for the audience, and reasons your audience should be STOKED. This will show your audience why your product or service is the thing they need and different from the rest out there. 

How to Create Effective Launch Copy

To craft compelling launch copy, it’s essential to understand your target audience and their pain points, needs, and desires. Tailor your language and messaging to speak directly to them and address their specific concerns.

One of the key elements of effective launch copy is the use of persuasive language. Use action-oriented verbs and emphasize the benefits of the product rather than just listing its features. Use testimonials and case studies to provide social proof and build trust with potential customers.

Visuals (aka absolutely not my area of expertise but good for you who loooove creating graphics!) are also an essential part of launch copy, as they help to communicate the product’s features and benefits in an engaging and memorable way. Use high-quality images and videos to showcase the product and its features, and use infographics or animations to make complex information more accessible.

It’s Not Launch Once and Done

You’ll probably want to test and refine your launch copy before the official offish launch.

This can be done by sending out a small sample of your launch copy to a select group of people to get their feedback, or by running A/B tests to see which version of the copy performs better. This will help you to identify any areas that need improvement and make any necessary adjustments.

Got my Launch Copy, Now What?

While you’re crafting copy, you also want to have an overall strategy for driving engagement to your pre-launch content. 

You’ll want to decide how you’re going to leverage social media platforms such as Instagram,  TikTok, and LinkedIn to spread the word about your future products. As part of your campaigns, you can post updates and create teasers to get people so curious about your launch. You can even offer incentives such as discounts or early access to ensure that your launch isn’t just a luh–. 😉 

Beta Testing

Businesses can use beta testers to drive engagement with their pre-launch content by providing access to exclusive content, offering rewards for participation, and leveraging the power of word-of-mouth.

First, organizations should provide beta testers with exclusive access to content related to the product launch. This could include sneak peeks of upcoming products, early access to features, and behind-the-scenes information about the development process. These incentives can be used to build excitement and generate buzz leading up to the launch. 

I know, I know, I sound like a broken record but launch copy really can be summarized as “creating buzz.” 

THEN, once you have beta testers that love your stuff, you could include discounts on products or create a referral program. Take advantage of the power of word-of-mouth by encouraging beta testers to share their experiences. This could include providing opportunities for feedback, asking testers to spread the word about the launch through social media, and offering referrals for additional beta testing opportunities. When done correctly this tactic can be highly effective in driving engagement with the product launch.

And, y’all. All of this stuff ^, communicating with beta testers, is email copy that you’ll want to have locked and loaded, ready to go. 

The customer stories and reviews from your beta testers can also be repackaged as launch copy version 2.0 when it’s time for the official launch. Now you’ve got that social proof gen pop loves to see. 

Woah. This is getting long. 

But I hope you know it’s because launch copy really is that important. You can’t afford to overlook it.

If you’re looking to launch a new product or service this year, and need help with creating effective launch copy, I’m here to help. As a launch copy copywriter, I have the expertise and experience to craft compelling stories, persuasive messaging, and captivating brand voice that will help to generate buzz and drive sales. Let’s chat asap and see what we can do to ensure your product or service takes off the way it deserves!

Kathryn Butler
April 20, 2022

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My passion for literature, history, and travel - coupled with marketing experience - gives me that je ne sais quoi that allows me to craft copy that is thorough, smart, and persuasive.

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I'm Kathryn Butler