/launch-strategy

name: launch-strategy
description: When the user needs to plan or execute a product launch — including pre-launch content sequences, launch funnels, JV/affiliate launches, cart open/close strategy, or evergreen launch funnels.
related: [content-strategy, social-content, email-marketing, landing-page]
reads: [startup-context]

Launch Strategy

When to Use

• Planning a launch for a new product, course, program, or major feature.
• Designing a pre-launch content sequence to build anticipation and desire.
• Structuring a launch funnel with cart open/close mechanics.
• Preparing a JV/affiliate launch with partner recruitment.
• Building an evergreen launch funnel for ongoing automated sales.
• Deciding between seed launch, internal launch, JV launch, or evergreen launch.
• Applying the Product Launch Formula or similar sequenced launch methodology.

Context Required

• **From startup-context:** product description, target audience, value proposition, existing audience size, email list size and engagement, brand voice.
• **From the user:** what is being launched and the core transformation it provides, launch type (seed, internal, JV, evergreen), launch timeline and cart open/close dates, pricing and offer stack (product + bonuses + guarantee), existing assets (testimonials, case studies, content), budget for ads or affiliate commissions, team capacity, and any previous launch experience.

Workflow

1. **Define the offer** — Clarify exactly what is being sold, the transformation it provides, the price point, and the offer stack (main product + bonuses). Total perceived value should be 10x+ the price. 2. **Select the launch type** — Based on audience size, product maturity, and goals:

• **Seed Launch** — Small list, new product. Validate and get testimonials before going big.
• **Internal Launch** — Launch to your own list with a full pre-launch content sequence.
• **JV Launch** — Partner with affiliates who promote to their lists for broader reach.
• **Evergreen Launch** — Automated version of a live launch, triggered by opt-in.

3. **Build the launch list** — Create a dedicated opt-in to identify the most interested prospects. This is your hottest segment. Build this list before creating pre-launch content. 4. **Create pre-launch content (PLC)** — Develop 3-4 pieces of high-value content using the Sideways Sales Letter structure (see framework below). Each piece delivers standalone value while advancing the sale. 5. **Write the launch email sequence** — Plan emails for every phase: PLC releases, cart open announcement, mid-launch social proof, final push urgency, and cart close deadline. 6. **Build the sales page** — Create the sales page with offer stack, testimonials, guarantee, and countdown timer. The page should make the buying decision feel obvious. 7. **Recruit JV partners (if applicable)** — Reach out to potential affiliates 4-6 weeks before launch. Provide swipe files, tracking links, and leaderboard incentives. 8. **Execute the launch** — Release PLCs on schedule, open cart, send emails, engage with prospects in real time. Most sales happen in the last 24 hours. 9. **Close the cart and debrief** — When the cart closes, it closes. Follow up with non-buyers. Analyze results and plan improvements for the next launch.

Output Format

• A complete launch plan with: launch type selection and rationale, pre-launch content outlines (PLC 1-4), email sequence for each phase, sales page structure, launch timeline with specific dates, and success metrics.
• If JV launch: affiliate recruitment plan, swipe file outlines, and leaderboard structure.
• If evergreen: automation trigger design and ongoing optimization plan.

Frameworks & Best Practices

The Sideways Sales Letter (Jeff Walker's Product Launch Formula)

Instead of one long sales letter, spread the sales message across 3-4 pieces of pre-launch content over 7-14 days. Each piece delivers value while building desire:

• **PLC 1: The Opportunity** — Why now? What is possible? Introduce the new opportunity or approach. Share proof and results. Open a loop teasing PLC 2.
• **PLC 2: The Transformation** — What will change when they embrace this? Deep dive with case studies, before/after results. Handle the "Is this for me?" objection. Tease PLC 3.
• **PLC 3: The Ownership Experience** — What is it like to have this solution? Walk through the product. Testimonials about the experience. Handle the "Can I do this?" objection. Tease the offer.
• **PLC 4: The Offer** — Full offer presentation with the value stack, bonuses, guarantee, and a clear call to action with urgency.

Results in Advance (Frank Kern)

Give away your best material for free during pre-launch. When you deliver massive value before asking for the sale, you build reciprocity and prove competence. Do not hold back your best content out of fear — generosity in pre-launch drives sales at cart open.

Launch Timeline Template

| Phase | Timing | Activities | |-------|--------|------------| | Pre-Pre-Launch | 4-6 weeks before | Seed the idea, build launch list, survey audience | | PLC 1 | 10-14 days before | Release Opportunity content | | PLC 2 | 7-10 days before | Release Transformation content | | PLC 3 | 4-7 days before | Release Ownership content | | PLC 4 / Cart Open | Launch day | Release Offer, open cart | | Cart Open | Days 1-3 | Daily emails, testimonials, FAQ | | Final Push | Days 4-5 | Multiple daily emails, urgency, countdown | | Cart Close | Days 5-7 | Final call emails, cart closes (for real) | | Post-Launch | Days 8-14 | Thank buyers, follow up non-buyers, debrief |

S-Tier Launch Tactics (Must-Do)

1. **Create 3-4 pieces of pre-launch content.** Do not just announce the product. Build desire over 7-14 days. 2. **Build a launch list before launching.** A dedicated opt-in identifies your hottest leads. 3. **Create real scarcity.** Use a genuine cart close date. When it closes, it closes. Fake deadlines destroy trust permanentl