A launch says one thing in four places. Most launches say four things.
One page, one email sequence, one set of ad angles, and a plan for the order they go out in. The coordination is the product. The pieces are sold separately everywhere else because selling them separately is easier than making them agree.
The full scope
- The launch page
- The asset everything else points at. It carries the offer, the proof and the deadline, and it is the only place a reader can complete anything.
- The announcement email
- To a list that already knows you, which makes it a different job from the page. It assumes context and goes straight to what changed.
- The sequence: five or six emails
- Announcement, objection, use case, deadline, last call, and sometimes one for the people who opened everything and did nothing. Each has its job written at the top so it cannot drift into a summary of the others.
- Subject lines, two per email
- With the reason each one exists. You own the sending and the testing; we are not in your ESP and will not pretend to be.
- Ad copy across three angles
- Twelve to fifteen variations, but the angles are the deliverable. Fifteen rewrites of one headline is arithmetic, not a test.
- The sequencing plan
- What goes out on which day, and what each piece may assume the reader has already seen. Launches fail here more often than at the sentence level.
- A one-page brief for everyone who will talk about it
- Sales, support, and whoever ends up on a podcast that week. Without it you get a fifth version of the argument, improvised, in the highest-stakes conversation of the launch.
- The evergreen rewrite
- Deadline copy stops being true on day twenty-one. You get the version of the page that survives after the window closes, which is otherwise a job nobody remembers to do.
- What to do if it lands badly
- Two prepared alternatives for the first forty-eight hours: one for when nobody understands the offer, one for when they understand it and object to the price. Written in advance, while there is still time to think.
Written to show method. Not delivered client work.
The subject is invented — a Sofia coffee roaster launching a subscription. One claim, at three lengths, for the three places it has to hold.
ad
Roasted Tuesday. On your shelf Thursday.
email subject
Thursday’s bag was roasted on Tuesday
page opening
Every bag leaves the roastery with a date on it, and the date is always this week. That is the whole subscription. If you want to know what month-old coffee tastes like, you already do.
One claim, a date you can check, said three times at three lengths. The ad has room for a fact and nothing else. The subject line borrows the page’s rhythm so the two read as one thing arriving twice. Only the page has room to answer the objection. Nothing new is introduced after the first line, which is the actual discipline.
demonstrates launch copy
How 20 days get spent
The claim, agreed first
One sentence, signed off before anything else is written. Every asset is then measured against it, by us and by you.
Page, then sequence, then ads
In that order, deliberately. The page has room for the full argument; the emails and the ads are compressions of it, and you cannot compress something that does not exist yet.
One rehearsal read
Everything read in the order a real person meets it, in one sitting. Repetition that was invisible in separate documents is obvious by the third email.
What it costs
- Launch Copy€6,400for the whole set
20 business days from sign-off. Book it with the launch date at least that far out — compressing the schedule means dropping the rehearsal read, which is the part that catches contradictions.
terms
- 2 revision rounds per deliverable, one structural and one line-edit.
- 50% to start, 50% on delivery, and the published figure is the final amount payable.
- A change of offer, audience or date after sign-off is a scope change at €85 an hour, and you will be told before the clock starts.
This should not be the first thing you buy
Messaging Architecture
A launch compresses an argument down to an ad headline. When the argument is not written down, compression produces three different arguments and nobody notices until the ads are live.
Brand Positioning
And where the product is genuinely new, the position has to be decided before there is anything to launch. That conversation costs less now than it does in launch week.
Send the launch date
The date, what you are launching, and who it is for. We reply within two business days, including when the honest answer is that there is not enough time left to do it properly.