Launch Strategy

Launch Strategy

When to Use

• Planning a launch for a new product, course, program, or major feature.
• Designing a pre-launch content sequence to build anticipation and desire.
• Structuring a launch funnel with cart open/close mechanics.
• Preparing a JV/affiliate launch with partner recruitment.
• Building an evergreen launch funnel for ongoing automated sales.
• Deciding between seed launch, internal launch, JV launch, or evergreen launch.
• Applying the Product Launch Formula or similar sequenced launch methodology.

Context Required

• From startup-context: product description, target audience, value proposition, existing audience size, email list size and engagement, brand voice.
• From the user: what is being launched and the core transformation it provides, launch type (seed, internal, JV, evergreen), launch timeline and cart open/close dates, pricing and offer stack (product + bonuses + guarantee), existing assets (testimonials, case studies, content), budget for ads or affiliate commissions, team capacity, and any previous launch experience.

Workflow

1. Define the offer — Clarify exactly what is being sold, the transformation it provides, the price point, and the offer stack (main product + bonuses). Total perceived value should be 10x+ the price.
2. Select the launch type — Based on audience size, product maturity, and goals:
   • Seed Launch — Small list, new product. Validate and get testimonials before going big.
   • Internal Launch — Launch to your own list with a full pre-launch content sequence.
   • JV Launch — Partner with affiliates who promote to their lists for broader reach.
   • Evergreen Launch — Automated version of a live launch, triggered by opt-in.
3. Build the launch list — Create a dedicated opt-in to identify the most interested prospects. This is your hottest segment. Build this list before creating pre-launch content.
4. Create pre-launch content (PLC) — Develop 3-4 pieces of high-value content using the Sideways Sales Letter structure (see framework below). Each piece delivers standalone value while advancing the sale.
5. Write the launch email sequence — Plan emails for every phase: PLC releases, cart open announcement, mid-launch social proof, final push urgency, and cart close deadline.
6. Build the sales page — Create the sales page with offer stack, testimonials, guarantee, and countdown timer. The page should make the buying decision feel obvious.
7. Recruit JV partners (if applicable) — Reach out to potential affiliates 4-6 weeks before launch. Provide swipe files, tracking links, and leaderboard incentives.
8. Execute the launch — Release PLCs on schedule, open cart, send emails, engage with prospects in real time. Most sales happen in the last 24 hours.
9. Close the cart and debrief — When the cart closes, it closes. Follow up with non-buyers. Analyze results and plan improvements for the next launch.

Output Format

• A complete launch plan with: launch type selection and rationale, pre-launch content outlines (PLC 1-4), email sequence for each phase, sales page structure, launch timeline with specific dates, and success metrics.
• If JV launch: affiliate recruitment plan, swipe file outlines, and leaderboard structure.
• If evergreen: automation trigger design and ongoing optimization plan.

Frameworks & Best Practices

The Sideways Sales Letter (Jeff Walker's Product Launch Formula)

Instead of one long sales letter, spread the sales message across 3-4 pieces of pre-launch content over 7-14 days. Each piece delivers value while building desire:

• PLC 1: The Opportunity — Why now? What is possible? Introduce the new opportunity or approach. Share proof and results. Open a loop teasing PLC 2.
• PLC 2: The Transformation — What will change when they embrace this? Deep dive with case studies, before/after results. Handle the "Is this for me?" objection. Tease PLC 3.
• PLC 3: The Ownership Experience — What is it like to have this solution? Walk through the product. Testimonials about the experience. Handle the "Can I do this?" objection. Tease the offer.
• PLC 4: The Offer — Full offer presentation with the value stack, bonuses, guarantee, and a clear call to action with urgency.

Results in Advance (Frank Kern)

Give away your best material for free during pre-launch. When you deliver massive value before asking for the sale, you build reciprocity and prove competence. Do not hold back your best content out of fear — generosity in pre-launch drives sales at cart open.

Launch Timeline Template

S-Tier Launch Tactics (Must-Do)

1. Create 3-4 pieces of pre-launch content. Do not just announce the product. Build desire over 7-14 days.
2. Build a launch list before launching. A dedicated opt-in identifies your hottest leads.
3. Create real scarcity. Use a genuine cart close date. When it closes, it closes. Fake deadlines destroy trust permanently.
4. Stack your offer. Present bonuses that eliminate objections. Total perceived value should be 10x+ price.
5. Send multiple emails during cart open. Send 2-3 emails per day during the final 48 hours. Most sales happen in the last 24 hours.
6. Do a seed launch first. For new products, launch to a small group to get testimonials and refine the offer before going big.

A-Tier Launch Tactics (Highly Effective)

1. Recruit JV partners with audiences matching your ideal customer. Provide swipe files and leaderboard prizes.
2. Create a launch event (webinar, challenge, live series) to build engagement during pre-launch.
3. Implement behavioral triggers. Track who watches PLCs, clicks, and visits the sales page. Send different follow-up based on behavior.
4. Use countdown timers on the sales page and in emails for visual urgency.
5. Plan your post-launch sequence. Non-buyers from this launch are warm leads for the next one.

Common Mistakes to Avoid

• Launching without pre-launch content — Announcing a product without building anticipation leads to weak sales.
• Fake scarcity — Extending a deadline after saying it is final destroys trust.
• Only emailing once during launch — You need multiple touchpoints. Under-emailing is the most common launch mistake.
• Skipping the seed launch — Launching an unvalidated product to a big list is high risk.
• No post-launch follow-up — Non-buyers are warm leads. Stay in touch.

Related Skills

• content-strategy — When the launch needs supporting content to sustain post-launch momentum
• social-content — When launch messaging needs to be adapted for social platforms
• email-marketing — When the launch relies on email sequences for waitlist nurture and follow-up
• landing-page — When the launch requires a dedicated sales page optimized for conversion

Examples

Example 1: Online course launch

"I have a 5,000-person email list and a new course on data analytics. Help me plan the launch."

Good output: Recommend an internal launch with full PLC sequence. PLC 1 (10 days before): video on "The 3 Myths Holding Back Your Data Career." PLC 2 (7 days before): case study of a student who achieved a specific result. PLC 3 (4 days before): walkthrough of the course modules and ownership experience. Cart open for 5 days with a fast-action bonus (first 48 hours get a live Q&A session). Email sequence: 2 emails per PLC release, daily emails during cart open, 3 emails on cart close day. Target: $100-150K launch based on list size and typical conversion rates.

Example 2: SaaS product with seed launch

"We have a new SaaS tool and only 200 beta users. Should we do a big launch or start small?"

Good output: Recommend a seed launch first — offer the product to 50-100 beta users at founding member pricing to validate demand, collect testimonials, and refine the offer. Use their feedback to build PLC content for the internal launch 6-8 weeks later. Only consider a JV launch after the internal launch proves the funnel converts.