Launching a course is a marathon, not a sprint. And when it comes to your copy, timing is everything. If you start too late, you’ll be scrambling to write everything at the last minute, and your copy will suffer. If you start too early, you might lose momentum. So, what’s the sweet spot?
Here’s a copywriting timeline that will help you stay on track and create a launch that’s both successful and stress-free. This is the same timeline I use at Gillis Copywriting when working with course creators on their launches.
6-8 Weeks Before Launch: The Foundation
This is the time to get clear on your messaging. Before you write a single word of copy, you need to know:
•Who is your ideal student? Get specific. What are their hopes, their fears, their dreams, and their desires?
•What is the core promise of your course? What is the one big transformation you’re offering?
•What makes your course unique? What’s your secret sauce? Why should they learn from you?
Once you have clarity on these foundational pieces, you can start to build your pre-launch content strategy. This is the content you’ll share to build anticipation and grow your email list in the weeks leading up to your launch.
4-6 Weeks Before Launch: The Pre-Launch Buzz
Now it’s time to start creating a buzz. This is when you’ll start to share valuable content that’s related to your course topic. This could be blog posts, social media content, or a free webinar. The goal is to attract your ideal students, build your authority, and get them excited about what’s to come.
During this phase, you should also be working on your lead magnet—a free resource that will entice people to join your email list. This could be a checklist, a guide, or a mini-course. Your lead magnet should give them a quick win and a taste of the value you provide.
2-4 Weeks Before Launch: The Sales Page
Your sales page is the heart of your launch. It’s where you’ll bring together all the foundational messaging work you did in the beginning. A long-form sales page takes time to write, so don’t leave it until the last minute. At Gillis Copywriting, I recommend dedicating at least two weeks to crafting a compelling sales page that truly resonates with your ideal students.
Start by creating a detailed outline. Then, begin to flesh out each section, focusing on telling a compelling story and highlighting the transformation your course provides. This is also a good time to start gathering testimonials from past students or beta testers.
1-2 Weeks Before Launch: The Email Sequence
Your email launch sequence is your most important sales tool. This is where you’ll nurture your audience, overcome their objections, and invite them to enroll. Using the framework we discussed in a previous post, you’ll write a series of emails that will guide your subscribers on a journey from interested to enrolled.
Don’t forget to write your ad copy during this time as well. You’ll want to have it ready to go so you can start driving traffic to your sales page as soon as the cart opens.
Launch Week: The Final Push
This is it! The cart is open, and it’s time to focus on supporting your audience as they make their decision. You’ll be sending your email launch sequence, engaging with your audience on social media, and answering any last-minute questions.
By following this timeline, you can approach your launch with confidence, knowing that you’ve given yourself the time and space to create copy that truly connects. So, take a deep breath, trust the process, and get ready to welcome your new students. And if you need support along the way, Gillis Copywriting offers The Launch Starter Kit—a complete done-for-you solution that includes your sales page, email sequence, and ad copy.
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