A 3 Act Play, A Journey and 6 Steps To Killer Pre Launch Copy Writing


Product Launch Buzz

Image by richiereveley via Flickr

When a prospect lands on your squeeze page you have 10 seconds to grab his attention and give him a phenomenally good reason for

not bouncing off into the ether and forgetting that you even exist.


He will have two questions in the front of his mind

#1. What’s this page about ?

#2. What’s in it for me ?


The design of your page has to be graphically simple. It should be focused on one goal and one goal only – Get the subscription – To do this, it has to have a hook to catch your audience’s attention. This has to conjure up a compelling mental picture. Your visitors have to instantly see how getting this could change their lives for the better.


Your hook has to be ironic or somehow counter-intuitive so that it makes them want to know more


AND it should contain your core product launch concept… The overriding benefit that your offer will deliver. This is your best answer to the “What’s in it for me” question


Distilling your vision into a clear message expressed in the fewest words possible tells your prospects what you are about and therefore WHY they should join you…


Your prospects are still ready to quit at any moment. You haven’t fully earned their attention yet. Be ready to follow up with living breathing proof to substantiate your hook.


Once you have captured the all-important email address and taken your new follower to the ‘compensation page’ to download your lead magnet, your auto-responder sequence has to spring into action to drive traffic at your first pre-launch event.


Your 3 pre-launch events will take people on a journey…


#1. Destination: Getting your people to buy in on the goal happened on the squeeze page but restating that it reminds them why they are receiving your mail especially if you take the time to stir the frustration they are feeling with a quick reminded of the obstacles that they are currently facing at the same time.


#2. What are the obstacles: Your launch story arc needs to show that you understand your tribe’s challenge, that you have been there too or certainly that your clients have. Empathize with them. Put your finger on their emotional turmoil.  This is all about how they are feeling now. They will instantly recognize that they have found someone who really understands what they are going through


#3. Where they are now: Being clear about this is your departure point. It is the place that you will set off from together to discover the opportunity that you are offering. So now your launch story shifts to show how, if your prospect takes action, quickly they can make progress to the common goal. This is a good time to give away your first powerful tip. The one that will instantly change the results that your prospect is getting. It’s his first Ah-ha moment.


#4. Introducing the idea: This tip will introduce your idea. It will build excitement. It will cement your mutual relationship. And at the same time, it will build his confidence in you too.  There is nothing more powerful than the proof provided by the prospect himself as the result of taking action on this tip – It does not have to be earth shatteringly significant in your eyes. I’m not asking you to give away the farm here – It just has to  be a simple technique that you know works like gangbusters and you know will get your prospect moving away from the darkness and towards the light – the goal.


#5. Inspire: Now you have inspired your audience. There will always be people who are prepared to give-it-a-go before anyone else. Their success will encourage others. And so the virtuous circle will begin. Your second pre-launch event is now focused on teaching simple techniques that you will go into far more detail with in your course. For now you are giving them the ‘gist’ and explaining that this is just one way of doing it. Your product shows them another dozen. Then  finish with a cliff hangar. Something big and exciting to look forward to just like TV Shows do going into the break


#6. Answer the Objections: By now the comments will be building up on your product launch blog. Read every single one and make a note of the FAQs. These are objections in disguise. In pre-launch event #3, thank people for them and answer them one by one by picking out the points in your first two events that deal with those questions or indeed are relevant to them. Take the time to highlight comments, that will build excitement and show how others are taking action on your tips and getting great results. Teach one last powerful tip and then pivot to talk about what is coming in the next event – your sales page –


Some people may not have realized that you are doing a product launch. That is, they may have some vague notion that you are not giving away such great content for fun. So don’t be shy. Just be matter of fact about it and set up your audience to expect the sales page. Recap on what you have taught so far. Focus on the ownership experience through highlighting others success.


Just like an actor on set, there are a lot of ‘marks’ to hit in your ‘journey’ so make sure that every word you use has earned it’s place. A product launch has to be tightly scripted and hit its marks all the way through. Let no man tell you that a copy writer is surplus to requirements. Far from it. They are more important than ever in the world of product launches especially when it comes to video.


You may be wondering how much hiring a product launch manager will cost and the quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients.  We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now



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Rory Ramsden