6 Tips to Write More Effective Launch Copy

Sales pages. Emails. Landing pages. Ad copy. There’s a LOT of copy involved in executing a great launch… and if you want to see great results (read: make more money with your launch), it’s important not to phone a single word of it in.

But what does it actually mean to write effective launch copy? And how can you be sure the words you’re putting out into the world will connect and convert the way you want them to?

Contrary to what many sales pages might suggest, writing great launch copy is about way more than just explaining what your offer entails and hoping the right people will bite.

In order to take action on your offers, your readers need to not only understand all the bells and whistles of your offer, but also…

✨ Feel connected to you as a person, as a brand, as as someone who can guide them to success
✨ Trust that you're the right person to help them accomplish their goal
✨ Understand exactly how your program will help them get what they want

Sound like a tall order? Perhaps. But it all starts in your copy. From your pre-launch event registration page, to your sales page, to your email funnels—every word you create for your launch needs to serve a strategic purpose.

Luckily, you don’t have to be an expert conversion copywriter or launch strategist to write perfectly effective copy for your own business. If you’re planning your next launch and wondering how you can get the most bang out of your sales messaging, here are 6 easy tips to help you create more effective sales copy.

6 Tips For More Effective Launch Copy

1. Don’t skip the research!
   
   I'm serious! At the start of your copywriting process, you’ll be tempted to dive in headfirst. You’ll feel like you already know a lot about your audience. You’ll have a lot of beliefs and assumptions about what language should be included in your sales copy. And you might even be right about some of it.
   
   Even so, it’s absolutely essential to start with Voice of Customer research before you do any actual writing. By prioritizing research first, you can be sure that the copy you’re creating speaks directly to the desires, fears, obstacles, and cravings of your dream clients.
   
   

2. Clarify your offer messaging and positioning.
   
   People tend to use the words copy, messaging, and positioning somewhat synonymously… However, they’re definitely not the same thing! In order to create great copy, you first need to understand:
   
   >> Your offer positioning: AKA, how your offer stands apart in your market or niche, and/or where it sits in the mind of a consumer. Great offer positioning makes your offer feel unique and reassures your audience that the offer can provide a clear benefit to them that they may not be able to get elsewhere.
   
   >> Your brand messaging: AKA, what makes YOU unique in your market or area of expertise. Just like your offer positioning can set your offer apart, your brand messaging involves understanding your own Unique Value Proposition and understanding how to clearly communicate that value in your branding, copy, content, and beyond.
   
   When you clarify your brand messaging and offer positioning before writing your launch copy, it’s much easier to communicate what makes this opportunity so special. The value of the offer you’re launching will come through more clearly and, as a result, you’ll be able to more easily attract people who need what you’ve got.
   
   

3. Speak directly to your client’s goals, dreams, desires, fears, and challenges.
   
   This one goes with #1—but once you know what makes your ideal client tick, don’t beat around the bush! Speak directly to the issues you know they care about. You can even use specific words and phrases from your research process as lines of copy. Sometimes, testimonials and case studies provide better headlines and messaging hooks than we could ever come up with on our own!
   
   

4. Focus on benefits over features.
   
   The benefits vs features conversation is one of the oldest copywriting tips in the book… because it never goes out of style, and it never gets less effective. When writing sales copy, many entrepreneurs have a tendency to focus on the features of their offer. You’re providing a ton of value, so it makes sense that you’d want to show it off!
   
   But talking about offer specifics like the number of videos in your course, the quantity of coaching calls included in a package, or the sheer volume of bonuses included in this launch is rarely enough to woo your dream clients.
   
   Instead, see if you can answer the question: What’s the point of each of these features? An easy way to do this is to add, “So you can” to the back half of any sentence about a particular feature. For example: You get access to 3 weeks of private coaching calls, so you can __________.
   
   When you clarify the benefits of your offer, you make it easy for a dream client to understand exactly how your offer will help them achieve their goals.
   
   5. Clarify the overall transformation your client will experience.
   
   Speaking of being crystal clear about what’s in it for your ideal client, don’t be afraid to spell out the transformation you’re providing in your offer. What can someone expect when they complete your program, buy your product, or work with you? Be clear, be specific, and make sure you’ve connected the dots to show exactly how you’ll help them get from where they are to where they want to be.
   
   6. Tell stories to build connection & inspire action.
   
   The internet is FULL of products, courses, and programs—some of which are making very similar promises to the ones you’re making in your sales copy. So how can you persuade your perfect-fit people to trust you over another similar provider?
   
   It’s all about building trust and connection…and the most powerful trust-building tool you have at your disposal is storytelling. By sharing stories that position you as relatable, trustworthy, and credible, you can develop the subconscious connection between you and the people in your audience. This will make it easier for them to say yes when you’re ready to sell.

Need additional resources to prepare for your launch?

>> Check out my Relaunch Revamp—the playbook for coaches, entrepreneurs, and creatives who want to use tangible metrics and messaging strategies to crank up the volume on your next launch. Grab it here for free!

>> Take the 5-Day Sell With Stories Challenge—a free inbox challenge where I’ll walk you step-by-step through the process of uncovering your best stories, sharing them in your copy, and leveraging them to increase your conversions. Get started right here, right now.