The Ultimate Guide to Launching A New Product
Chances are as you’re reading this, you’re planning on launching an offer that teaches your target audience something. That may be a digital product, a service, a course, or a membership (but for the sake of this post, let’s just call your offer a product).
Wel,l you’re a smarty pants because the online learning market has grown 900% since 2000.
The caveat with this is that launching a new product is like trying to get noticed at a Beyoncé concert — everyone’s showing up and showing out, so you better come correct!
Over 30,000 new consumer products are launched annually, but only 40% of developed products reach the market, and only 60% of those generate revenue (G2 Learning Hub).
That’s giving “hope for the best” energy, and we’re not about that life in 2024!
Your Launch Copy Checklist
Before we get into the nitty-gritty, let me put you on game: launching a new product isn’t just about throwing up a sales page and hoping for the best. Let’s break down exactly what you need:
The Sales Page (Your Digital Closer 💁🏾♀️)
Quick tea break: A sales page is NOT the same as a services page!
- Sales page = focused on ONE offer, driving quick action
- Services page = your full menu of offerings
Anyway, back to it — your sales page needs:
- A headline that stops the scroll
- Pain points that make them feel SEEN
- Benefits that make them want to risk it all
- Social proof that hits harder than your workout playlist
- A CTA that’s impossible to ignore
Like this one that I wrote for Day to Day Assist’s hybrid program:
The Email Sequence (Your Hype Squad 📧)
In a recent Litmus study, nearly 60% of respondents reported that marketing emails have influenced their purchasing decisions. So you should definitely make this a part of your product launch strategy.
Your sequence should include:
- A teaser email (build that anticipation!)
- Launch announcement (make it BIG)
- Value-packed emails (educate and overcome objections)
- FOMO emails (scarcity and urgency)
- Last chance reminders (don’t let them forget!)
I even made a template bundle of all the emails you’d need from the top of the marketing funnel to the bottom. You can grab that here >>>
Social Media Content (Your Street Team 📱)
Organic content can take you far, if you’re strategic about it. Paired with your emails, they can be a real conversion driver. Here’s your content mix:
- Educational posts (what they need to know) — like this:
- Behind-the-scenes content (build connection) — like I do here:
- Social proof/testimonials (build trust) — like I do in this post:
- Launch countdown posts (create urgency) — like when I was launching my rebrand in 2022:
- FAQ content (overcome objections) — like I did while promoting my Market Research Master Pack:
Blog Posts (Your SEO Game 📝)
When you have blog posts AND emails AND social content, you’re beefing up your marketing funnel and increasing your chances of reaching more people and converting them. So, write blog posts that:
- Addresses main pain points
- Showcases your expertise
- Naturally leads to your offer
- Ranks for relevant keywords
Ad Copy (Your Megaphone 📢)
Not all small businesses can’t afford ads (and I’m being honest, I haven’t been able to afford them until now, and I’ve been in business for a hot minute) — but if you can run ads, you need:
- Multiple headline variations
- Compelling body copy
- Strong CTAs
- A/B testing plan
Keep That Voice Consistent, Hunny!
Here’s the thing about launching a new product — your voice needs to stay consistent across EVERYTHING. It’s like your personal brand of magic, and according to Demand Metric, brands with consistent presentation are 3.5x more likely to enjoy strong brand visibility.
Your brand voice should be:
- Recognizable (like your bestie’s laugh)
- Consistent (across ALL touchpoints)
- Authentic (no corporate robot energy)
- Cultural (speak your people’s language)
If you don’t have your brand voice established, read this >>>
And if you’re stubborn and still don’t think a brand voice guide is all that important, read this >>>
Ready to Launch This Thing?
Listen babes, launching a new product is A LOT. And if you’re looking at this list thinking “this is giving overwhelm,” I got you!
My 50-hour Copy Retainer covers everything you need for a successful launch:
- A strategic sales page that converts
- Email sequences that build hype
- Social posts that get engagement
- Blog posts that provide value
- Ad copy that drives traffic
- PLUS brand voice development to keep it all cohesive
Just ask Sasha from Atabey & Co., who got website copy and launch copy for two promotions they ran this past summer:
Jemilla’s line about wanting the world to think “OMG FINALLY, I’ve been waiting for something like this” is the real test of a launch — that anticipation has to be built long before launch day, not manufactured in the final week. Copy carries most of that weight, but visuals are doing more of it now; tools like the AI video and image effects generator at everygenai.live let small teams produce that pre-launch buzz content without a full production crew.
The bit about wanting the world to think “OMG FINALLY, I’ve been waiting for something like this” is the real bar for a launch — that anticipation doesn’t come from the announcement itself, it’s built earlier through the story you tell about the brand. Writing for woman-owned and BIPOC-led brands with that kind of energy makes the positioning feel earned rather than manufactured. When I need a break from copy drafts, I mess around with prompt-based tools like the ones at ainightwing.com for quick visual experiments.
The bit about wanting the world to think “OMG FINALLY, I’ve been waiting for something like this” is the real bar for a launch — that anticipation doesn’t come from the announcement itself, it’s built earlier through the story you tell about the brand. Writing for woman-owned and BIPOC-led brands with that kind of energy makes the positioning feel earned rather than manufactured. When I need a break from copy drafts, I mess around with prompt-based tools like the ones at ainightwing.com for quick visual experiments.