When I launched my first digital product, I made a mistake, and it’s a mistake a lot of people make.
I built the product first…
Turns out, the writing you do before launch matters more than the actual product itself, as it:
Warms the audience.
Tests the idea.
Builds trust.
And creates the demand before you ever open the cart.
Start With a “Problem Post” That Calls Out the Pain
Every product solves something.
So your first piece should always focuses on the core frustration your audience feels.
Something like:
- “Why every creator burns out at the exact same stage”
- “Why your leads aren’t converting even though you’re doing everything right”
This post does one job:
Make readers say, “This is exactly me.”
Once they feel seen, they’ll follow you anywhere.
Write the “Perspective Shift” Post
This is where you will show them they’ve been thinking about the problem the wrong way.
People buy new ways of seeing the problem.
Perspective shift posts sound like:
- “It’s not your lack of motivation slowing you down – it’s your system.”
- “You don’t need more followers; you need a clearer funnel.”
This is where authority builds fast. )Hopefully)
Create a “Mini-Win” Tutorial
Before you ask anyone to buy your product, you need to help them get a small win for free.
This win should be:
- quick
- simple
- doable in one sitting
- directly related to the product
It proves two powerful things:
- Your advice works
- You can make their life easier
Write a Soft Case Study (Even If You Have No Customers Yet)
When you don’t have any testimonials from happy customers, you should use your own transformation.
- the problem I had
- what I tried
- what actually worked
- what changed afterward
This type of post shows:
- I’ve lived the problem
- I’ve tested solutions
- The system I’m hinting at actually works
It’s social proof without needing a customer list.
Warm the Audience With a “Behind-the-Scenes” Post
This is one of the most underrated pieces of pre-launch writing.
You should show people:
- what you’re building
- why you’re building it
- what you struggled with
- what you’re excited about
People buy products from the person behind them, so build transparency and connection.
Write a “Who This Is For (And Not For)” Filter Post
This is where you need to get honest.
Tell your readers exactly:
- who will benefit from the product
- who won’t
- what stage they need to be in
- what outcomes they can expect
This post is powerful because it does two things at once:
- Attracts the right people
- Repels the wrong ones
The clearer you get, the easier the launch becomes.
Publish the “Launch Teaser” Post
This is the first direct signal that something is coming.
Share:
- the promise
- the transformation
- the date
- a call to join the waitlist
No details, and no pricing.
Just a hint that a solution is on its way.
If you do the earlier steps right, this post should get disproportionate attention – because everyone is already warmed up.
The Writing You Do Before Launch Makes the Launch Feel Easy
If you only write after the product exists, you’re fighting an uphill battle unless you already have a large dedicated following.
But when you publish these pieces in order:
- Problem Post
- Perspective Shift
- Mini-Win Tutorial
- Soft Case Study
- Behind-the-Scenes
- Filter Post
- Launch Teaser
People will be prepped, primed, and curious.
And by the time you officially open the doors, buyers feel like your product is the obvious next step.
