Launch messaging brief
One page before the campaign: who, job, offer, proof, objections, channels, and a single owner. Fill it before anyone writes launch copy.
Fill it two to three weeks before launch, before creative or landing page copy exists.
One owner approves. Commenters are listed by name. Write the copy-lock date on the page.
If a proof cell is empty, leave it empty. Do not invent a customer story to fill it.
flowchart TD
W["Who"] --> J["Job"]
J --> O["Offer"]
O --> P["Proof"]
P --> B["Objections"]
B --> C["Channels"]
C --> N["Owner"]
Who and the job
- Primary buyer: role, situation, and trigger (one sentence)
- Who this launch is not for
- Job they hire this for, in their words (verb phrase)
- Where the buyer language came from (call, ticket, review, email)
Offer
- The offer in one sentence a stranger can repeat
- Price or range, start date, what is included
- Two or three plain limits: what it does not cover
- One call to action (CTA) for the launch window
Proof you may show on launch day
| Proof item | Type | Permission or source | Where it appears |
|---|
| Demo, screenshot, process doc, first-party fact, permissioned client fact, or hypothetical (labeled) | | |
| | | |
| | | |
- Every proof item can be checked by a skeptical stranger
- Any client fact has written permission and a stated scope
- Empty proof is left empty, not invented
- Headlines sorted with the claims, proof, and risk checklist
Objections
| Objection (buyer’s words) | Honest answer, one sentence | Where it appears |
|---|
| | |
| | |
| | |
- Three objections from real conversations, not guesses
- Sales and support have the answers before launch day
Channels in order
| Order | Channel | One job | Message angle |
|---|
| 1 | Home base page | Full story and the CTA | |
| 2 | Email to warm audience | Remind and link | |
| 3 | Public posts | Point to the page | |
| 4 | Sales conversations | Answer and qualify | |
- Each channel has a single purpose, not the whole pitch
- Every channel points to the same home base URL
Owner and timing
- One approver (name and role)
- Commenters listed. No late vetoes
- Copy lock date and time written on the page
- Review date set two weeks after launch to log new objections and update the brief