THE

LAUNCH COPY
CHECKLIST

A P R I N TA B L E C H E C K L I S T F O R
H A M M E R I N G O U T Y O U R N E X T P R O D U C T, S E R V I C E ,
COURSE, OR CONFERENCE MARKETING COPY

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 A QUICK NOTE & WELCOME!

Hi! I’m Ashlyn. I’m a conver-

sion copywriter for creatives &

calligrapher fueled by grace,

coffee, and a fantastic pen

collection (Oh ... and two Ger-

man Shepherd puppies).

I F I T ’ S G O T TA D O W I T H W O R D S M I T H E R Y &
PA P ER , I ’ M YO U R G I R L .

Most days, you’ll find me tucked at my desk, scribblin’ a line, thriving on the
Oxford comma, Hunt 101 nibs, an occasional French 75, and hugs from my
dreamboat husband.

I T E AC H C R E AT I V E S H O W T O
SELL WITH WORDS.

I’m crazy about serving you as a storyteller -- whether you’re growing a busi-
ness or a family -- so you can make time for what matters ... things like mar-
gin and white space, good books and naps. Let’s do this thang!

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 SO YOU’RE IN
LAUNCH MODE, EH?

Whether it’s for an online course, flashy new service, or new program idea, lemme be
the first to raise coffee-cup-cheers to you:
You got this, friend!
I know your wheels are spinning on all the project management things you need to
wrap your head around: let’s at least take figuring out what copy you need to write off
your list.
‘Cause you’ve got enough to do.
(Right?)

So, here’s a checklist of all the copy buckets you *just* may need to fill. As the launch
copywriter behind creatives like Jenna Kutcher, Hilary Rushford, Natalie Franke, Jus-
tin & Mary Marantz, Abby Grace, and many more, it’s not my first copy-for-a-launch
rodeo: I suggest working through Phase 1 of copywriting before starting a build out or
design, and then hit Phase 2 next.
I’ve also included my launch planning method along the way, and some checklists to
keep you moving and grooving.
This is part of the very process I’ve used to roll out courses, rebrands, and more -- for
clients, and for my own business. Once your plan is in place, you can get copywriting
with confidence.
I believe you’re gonna rock this, because you’re already seeking out the info you need to
roll things out successfully -- and I’m ever a fan of the go-getter type, like yourself.
Cheering for you, friend!

Let’s DO this thang!

page
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3
 BRAIN DUMP
step one

USE THIS SPACE TO JOT DOWN EVERY SINGLE THING YOU MAY NEED TO DO. GET IT OUT OF YOUR HEAD,
AND ONTO PAPER. YEP, IT’S GONNA LOOK LIKE A LOT: BUT YOU’LL FEEL SURPRISINGLY BETTER WITH IT
ALL IN ONE PLACE (& NOT FLOATING AROUND IN YOUR PRETTY LITTLE HEAD!) KEEP THIS NEARBY DURING
ROLL-OUT, AND USE IT AS A PARKING LOT FOR ANY TO-DO YOU THINK OF.

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 MIND MAPPING
step two

NOW, CREATE A PROJECT MIND MAP OF EVERYTHING YOU MAY NEED TO PROJECT MANAGE FOR YOUR
LAUNCH OR BRAND ROLL-OUT. THERE ARE SOME SUGGESTIONS TO GET YOU STARTED, BUT WHAT ALL CAN
YOU THINK OF THAT MAY NEED TO GET TACKLED? THIS WILL HELP YOU START TO SEE A PROJECT FLOW.

measurable goals
& metrics setting
product development

project name

make a list of all copy needs

marketing

strategize list-building & make

task list to tackle

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 TWO MONTH OUT TO-DO’S
step three

UNLESS YOU THINK THROUGH THESE THINGS, YOUR COPY WILL CONSTANTLY HAVE TO BE UPDATED
CLOSER TO LAUNCH MODE -- WHEN YOU NEED TO BE FOCUSING ON THINGS LIKE CUSTOMER SERVICE,
RIGHT? GET OUT ON THE FRONT END, AND SPEND TIME THINKING OF THESE THINGS NOW, BEFORE YOU
WRITE YOUR COPY.

Product launch or rebrand install start date: End date:

□ Schedule cleared during those times?

Three launch goals (also post on a sticky note above desk):

□ Create the service, course, or product that you’re launching, along with any PDFs, workbooks,
materials, or slide decks needed to communicate with your client or students
□ Pricing structure decided upon
□ Billing and refund policy decided upon
□ Brainstormed blog and social media posts for month-before and during launch
□ Wrote blog and social media editorial calendar for month-before and during launch
□ Brainstormed PR plan to promote with guest blogs, interviews, features, partnerships, etc.
□ Decided beta testing structure and plan, if doing so (I’d encourage this!)
□ Decided affiliate structure and plan, if doing so
□ Researched tech needs
□ Scheduled webinars and outlined teaching topic
□ Decided any hashtag movement, contest, giveaway, or scholarship promo for kick-off
□ Scheduled webinars and outlined teaching topic
□ Itemize projects (see step 4 in packet)
□ Copywrite basic messaging for the project and sales page (see step 5 and step 6 in packet)

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 PROJECT ITEMIZING
step four
P.S. I ACTUALLY DO THIS BIT IN TRELLO. HEAD TO ASHLYNWRITES.COM/TRELLO-FOR-LAUNCHING TO
SEE HOW I DO IT!

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

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 DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

DEADLINE:

TASK 1:

TASK 2:
P R O J E C T:

TASK 3:

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 COPY PHASE 1:
BASIC BRAND MESSAGING
step f ive

HERE’S A LIST OF THE BASICS YOU NEED TO CHECK OFF WHEN IT COMES TO
WRITING THINGS FOR YOUR NEW BRAND, PRODUCT, OR COURSE.

Internal Messaging Documents

… □ Mission statement
… □ Core values
… □ Brand positioning statement (include “onlyness” factor -- your unique
selling proposition!)
… □ Elevator pitch statement
… □ Brand copy bank
□ Voice & tone guide

External Messaging
… □ Homepage copy
□ About page copy (head to http://ashlynwrites.com/blog/how-to-write-about-
page for a tutorial)
… □ Contact page copy and form
… □ Overall service or sales page copy
□ Individual Sales Page for each package
… □ Eye-catching prehead/eyebrow copy that speaks right to your target
… □ Headline, or the “ad for the ad” -- intriguing and mysterious enough
to pull them into the rest of you copy
□ Deck that unloads some details in bullet form
… □ Lead that sets criteria for whom this product is (and isn’t!) for
… □ Body copy that is full of keywords
… □ Subheads with skimmable, bulleted information
… □ Social proof, whether testimonials or credentials
… □ Value justification speaking to how the product commands the price
□ Risk-reversal copy that answers on-the-fence questions (can be in
form of FAQ!)
□ Bonus information
□ Call-to-Actions
□ Portfolio/gallery of work done for target audience
□ Call to action on each page
□ Pop-up and email opt-in copy
□ Product descriptions
□ Giving back page

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 COPY PHASE 2:
LAUNCH MESSAGING
step six

BEAST MODE TIME. NOT DOING WEBINARS OR ADS? NO WORRIES! LEAVE ‘EM OFF.

□ Offer sales page

□ Pitches for promo materials, like joint-venture webinars, guest blogs, or podcast
interviews
□ Affiliate letter and materials
□ Affiliate thank you and thank you materials
□ Beta testers or brand ambassador materials and thank you materials
□ Launch email sequence copy
… □ Promotional opt-in email for newsletter to educate email pre-launch
□ Pre-launch pilar blog post(s)
… □ Webinar pitch copy, if hosting a webinar or workshop
□ Webinar registration page and confirmation page copy
… □ Educational email with workshop opt-in
… □ Second ecucational email with workshop opt-in
… □ Workshop confirmation email
… □ Workshop reminder emails (up to you and your platform how many)
□ Workshop follow-up for attendees
… □ Workshop follow-up for non-attendees
… □ Mid-launch bonus
… □ Mid-launch bonus reminder
… □ 24-hour urgency and product detail email
… □ Cart closing 1 email
… □ Cart closing 2 email
… □ Cart closing 3 email
□ Facebook or Instagram ad copy
… □ Copy for promotional opt-in
… □ Desktop ad set … □ Mobile ad set □ Instagram ad set
… □ Copy for bonus retargeting
□ Desktop ad set … □ Mobile ad set □ Instagram ad set
…□ Social media marketing campaign copy
… □ Facebook … □ Instagram … □ Twitter
□ FAQ drafts to copy/paste and adjust during launch and reply to questions
□ Onboarding sequence to give assurance after purchase
□ Refund policy, terms & conditions, privacy policy copy

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 ONE MONTH OUT TO-DO’S
step seven

CONGRATS! ONE MONTH UNTIL GO TIME. WITH ALL THE BULK OF YOUR CONTENT CREATED, NOW IS THE
TIME TO POSITION YOURSELF TO MARKET IT WELL.

□ Upload sales page

□ Schedule webinars and upload webinar registration page
□ Tee up your weekly newsletter to tease course
□ Schedule bi-weekly Instagram posts re: launch, 3 Facebook posts, and 5 tweets re: launch
□ Write blog posts to schedule during launch
□ Load-in email funnel
□ Set up tech for chat box on sales page

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 THREE WEEKS OUT TO-DO’S
step eight

□ Schedule out the social media copy and imagery

□ Schedule out the blog posts you wrote
□ Schedule out the email newsletter you drafted
□ Check in with final beta testers feedback and import their edits and tweaks
□ Pull testimonials from beta testers and use in your copy (head to http://ashlynwrites.com/blog/
how-to-testimonials for a free tutorial!)
□ Create marketing material imagery
□ Upload or check the rest of website copy to make sure the message is cohesive
□ Promote webinar to your email list
□ Schedule posts promoting launch
□ Test your email funnel
□ Test tech elements
□ Test payment process

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 TWO WEEKS OUT TO-DO’S
step nine

□ Schedule out the social media copy and imagery

□ Schedule out the blog posts you wrote
□ Schedule out the email newsletter you drafted, include a sneak peek of your new offering!
□ Collect beta tester feedback and insert into product
□…Drop thank you notes to beta testers and affiliates in the mail
□ Begin promotion of webinar, if you’re doing one
□ Plan out ads, if you’re doing them
□…Have someone else test your payment process

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 ONE WEEK OUT TO-DO’S
step ten

□ Schedule out the social media copy and imagery, begin including sign-up links
□ Schedule out the blog posts you wrote, begin including sign-up links
□ Schedule out the email newsletter you drafted, begin including sign-up links
□ Schedule out the email newsletter you drafted
□ Begin posting in online communities when allowed self-promotional updates
□ Test all links!!!
□ Buy healthy snacks, drinks, and treats (wine!?)
□ Check schedule again for launch to make sure you’re clear

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 WEEK-OF TO-DO’S
step eleven

□ Schedule out the social media copy and imagery, begin including sign-up links
□ Schedule out the blog posts you wrote, begin including sign-up links
□ Make any hidden pages live
□ Schedule out the social media copy and imagery, begin including sign-up links
□ Schedule out the blog posts you wrote, begin including sign-up links
□ Schedule out the email sequence you drafted
□ Continue posting in online communities when allowed self-promotional updates
□ Keep inbox clear as you begin answering inquiries and questions
□ Process refunds quickly
□ Host kick-off events accordingly (your reminders should be auto, at this point!)

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 A N D T H AT ’ S A W R A P !

I know it’s a lot to do -- and a whole lot to

copywrite -- but I believe in you! Stay in

touch with @ashlynscarter, and keep me

posted on your success!

GO GET ‘EM, TIGER.

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