Gearing up for a big launch can be over-fricking-whelming, especially if you’re newer to the launch world. If you’re about to launch a digital product or course, you’ve probably spent years getting to this point, right? Refining your offers, delivering your service, then packaging it up into a just-the-right-size portion to make it irresistible for your ideal clients — without making them feel overwhelmed and...fingers crossed, ensuring they’ll get results. And now what? You’ve got all the copy to write for your launch. Probs not top on your list of things you want to do. But with these launch copywriting tips I’m about to send your way, your job will be more likely to produce the results you’re looking for.
Launch Copywriting Tip #1: Using Voice of Customer Data to Nail Your Messaging
Maybe you’ve heard the advice to gather what copywriters call “voice of customer data” before. And you shrugged it off because it sounds boring and confusing.
Or maybe you didn’t do it because you just didn’t know what in the heck to ask to get the right answers?
When copywriters talk about procuring voice of customer data there are a few key things they leave out of the conversation, like:
How do I ask for it?
Who do I ask for it?
What questions should I ask anyhow?
So let’s discuss tactics.
When looking to survey your customers, first you’ve got to create a survey. This is simple enough to do using Typeform or google forms.
Then you shimmy the survey over to the people who have purchased the product or service from you in the past. You politely ask them for their help, and if you think it necessary, you can offer a small reward in exchange for their opinion. Maybe offer to enter them in a drawing for a prize. Whatever you think will elicit the most responses from your community.
2. When deciding who to survey, start by casting the net wide. Remember, how many times have you been asked to leave a review for something, and you Just. Didn’t. Feel. Like. It. It’s nothing personal against you or your product, it’s just people don’t really like taking action if it doesn’t directly benefit them in some way.
So send a survey to everyone you can. Anyone who has participated in the program you’re about to launch previously (beta testers). Then, once the surveys are in, analyze them to see who you think would be a good fit to dive deeper with their thoughts.
Anyone who writes a little more or offers strong insight is going to be more likely to cooperate with a touch more questioning. Try scheduling a one-to-one call with those responders so you can have a convo and dig a little deeper.
3. Ok, so now we know how to ask and who to ask (use a survey to start and then narrow down to a few conversations), but WHAT do you ask?
And this is a really crucial question to ask. Kudos to you for inquiring!
The main thing here is to pose nice open-ended questions, the answers to which will help uncover your customer’s pain points, desires, limiting beliefs, and objections. This is the juicy data that will inform your launch copy and make your new round of buyers whip out their wallets...
Don’t ask things like:
Did you enjoy participating in the course?
How many other courses did you consider purchasing before you bought this one?
When did you see a big breakthrough?
These types of questions will be shut down with one-word answers that won’t help inform your copy one bit.
Do ask things like:
What challenges were you facing before joining my group?
What made you decide to join?
What other options did you consider purchasing?
>> Can you feel the difference?
The second set of questions invites a response. They make you feel like your opinion really matters and you can’t help but want to answer them.
Those are the type of questions you’re looking to ask.
Of course, you have to tailor them to your audience and your product, but you get the idea.
Launch Copywriting Tip #2: Don’t Try To Write Your Sales Page All At Once
Sales pages are big projects.
The ones that convert the best are usually thousands of words long.
We’re talking 4-5,000 words. Or more.
It’s really a lot of copy.
And unless you do this kind of thing for a living — knocking out that much writing in one day can leave you feeling drained...which means that you get to through the first thousand words and you start slacking off.
Your persuasion techniques become less persuasive-y.
You just want it to be over.
Like 2 flippin’ hours ago.
And the finished product reflects your frustration and boredom.
It’s best to come at a project like a sales page in chunks.
Start with an outline.
Then write the FAQs for a little warm-up.
Then try filling in a section or two.
Come back in a few days with fresh eyes and fill in another section.
Just take your time — trust me, your conversions and your Stripe account will thank you.
Stop With The Tips And Help Me One On One
Read through the tips and feel less confident in your launch copy than you were before you started reading?
I totally understand.
Launch copy can be a massive beast to tackle.
And sometimes, it’s just easier to turn things over to a pro.
Which is why I offer copy that’s done in a week.
If you’re at your breaking point and just want your launch written already, send me a few details using this link and I’ll get you all sorted.